World markets are facing anxiety and vulnerability due to global pandemic of COVID-19.Investors are becoming cautious while selecting their investment avenues and hence theirfocus is shifting to more secure forms of investments. Cryptocurrencies are one of therenowned form of digital investments and has drawn attention of many investors since itsorigination. Since 2013 it has been attracting and shifting eye balls of many financial and ITresearchers with its excellent returns and use of advanced technology. The present study hasexplored the impact of COVID-19 on the investor behaviour towards digital currencies. Forthe very same purpose researchers have considered pre and during COVID phases andcompared the shift in volatility of five selected cryptocurrencies. The study has also explored few of the most prominent investor biases which influences investor behaviour and how these biases have shifted during global pandemic of COVID-19. Some of the prominent biases such as, availability bias, regret, mental accounting and herding have been recognized in the study to understand investor behaviour.
{"title":"A Study on Changing Role of Investor Behaviour towards Digital Investments – Pre and During COVID-19 Scenarios","authors":"Isha Narula, Kriti Dhingra","doi":"10.33182/tmj.v9i3.1492","DOIUrl":"https://doi.org/10.33182/tmj.v9i3.1492","url":null,"abstract":"World markets are facing anxiety and vulnerability due to global pandemic of COVID-19.Investors are becoming cautious while selecting their investment avenues and hence theirfocus is shifting to more secure forms of investments. Cryptocurrencies are one of therenowned form of digital investments and has drawn attention of many investors since itsorigination. Since 2013 it has been attracting and shifting eye balls of many financial and ITresearchers with its excellent returns and use of advanced technology. The present study hasexplored the impact of COVID-19 on the investor behaviour towards digital currencies. Forthe very same purpose researchers have considered pre and during COVID phases andcompared the shift in volatility of five selected cryptocurrencies. The study has also explored few of the most prominent investor biases which influences investor behaviour and how these biases have shifted during global pandemic of COVID-19. Some of the prominent biases such as, availability bias, regret, mental accounting and herding have been recognized in the study to understand investor behaviour.","PeriodicalId":37194,"journal":{"name":"Transnational Marketing Journal","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-12-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43368422","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
It has always been seen that the cuisine of a respective place has always been considered by a vacationer. Local food has always been considered as an important & a distinct element for a destination. The study focuses on different factors taken into consideration by a vacationer during the local cuisine experimentation. The literature also indicates the different factors like flavor, money value etc. which actually directs the consumption of cuisine of the respective place. The impact of COVID has also been analyzed to get an insight into the effect on an international perspective. At the same time, various policies have also been discussed with respect to various secondary resources.
{"title":"A panoramic perspective of travel and tourism in Iddia during COVID 19","authors":"Ridhima Sharma, Muskan Arora","doi":"10.33182/tmj.v9i3.1307","DOIUrl":"https://doi.org/10.33182/tmj.v9i3.1307","url":null,"abstract":"It has always been seen that the cuisine of a respective place has always been considered by a vacationer. Local food has always been considered as an important & a distinct element for a destination. The study focuses on different factors taken into consideration by a vacationer during the local cuisine experimentation. The literature also indicates the different factors like flavor, money value etc. which actually directs the consumption of cuisine of the respective place. The impact of COVID has also been analyzed to get an insight into the effect on an international perspective. At the same time, various policies have also been discussed with respect to various secondary resources.","PeriodicalId":37194,"journal":{"name":"Transnational Marketing Journal","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-12-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43294319","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Motivation is the driving force which stimulates an individual to take action and sustains that behaviour. In the initial stage, only money was considered as a factor of motivation but there are many other factors also which motivates the individuals. The importance of these factors of motivation varies from person to person. Some people prefer financial factors while some people prefer non-financial factor. Present research aimed at identifying preference of factors affecting motivation of employees working in various Indian Enterprises and impact of demographic factors on the factors of motivation. Study was conducted with the help of questionnaire for this research. The questionnaire consisted of two parts: Part (A) and Part (B). The questionnaire was prepared on the basis of ten factors of motivation, Participants were asked to give the ranking to the factors of motivation on the basis of their importance. Relationship between motivational factors and demographic variables were established with the help of T test and ANOVA. The motivating factors were taken with the help of literature review. This research is supposed to provide useful directions to managers and other policy makers in developing employee motivation policies.
{"title":"Employee Motivation: An Indian Perspective","authors":"Madhu Arora, Laxmi Rani, Vibhu Tyagi","doi":"10.33182/tmj.v9i3.1318","DOIUrl":"https://doi.org/10.33182/tmj.v9i3.1318","url":null,"abstract":"Motivation is the driving force which stimulates an individual to take action and sustains that behaviour. In the initial stage, only money was considered as a factor of motivation but there are many other factors also which motivates the individuals. The importance of these factors of motivation varies from person to person. Some people prefer financial factors while some people prefer non-financial factor. Present research aimed at identifying preference of factors affecting motivation of employees working in various Indian Enterprises and impact of demographic factors on the factors of motivation. Study was conducted with the help of questionnaire for this research. The questionnaire consisted of two parts: Part (A) and Part (B). The questionnaire was prepared on the basis of ten factors of motivation, Participants were asked to give the ranking to the factors of motivation on the basis of their importance. Relationship between motivational factors and demographic variables were established with the help of T test and ANOVA. The motivating factors were taken with the help of literature review. This research is supposed to provide useful directions to managers and other policy makers in developing employee motivation policies.","PeriodicalId":37194,"journal":{"name":"Transnational Marketing Journal","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-12-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45746414","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The aim behind this research paper is to understand Impact of Digital Marketing during COVID 19 Pandemic on consumer buying decision. This research paper also confers about the four variables of digital marketing which are affecting the buying decision of the consumer. Both primary and secondary data has been collected for the current study. Data from primary sources collected through personal interviews, discussions with industry leaders and structured questionnaire. The research was also carried out on secondary sources like business journals, newspapers, magazines, periodicals, etc. SPSS 21 software has been used to analyse the data and linear regression analysis and multiple linear regression analysis techniques were used to determine the impact of each variable of digital marketing in influencing the buying decision making of the consumers.Findings of this research study determine the consistency of the independent variables, description of the product, pricing, marketing and promotions and distribution of the product on consumer buying decision. The following variables i.e.description of the product, marketing & promotions and distribution of the product has high significant impact on consumer buying decision.
{"title":"An Empirical Study of Consumer buying decision and Digital Marketing during COVID 19 Pandemic","authors":"Dr. Richa Arora, D. R. Nangia","doi":"10.33182/tmj.v9i3.1610","DOIUrl":"https://doi.org/10.33182/tmj.v9i3.1610","url":null,"abstract":"The aim behind this research paper is to understand Impact of Digital Marketing during COVID 19 Pandemic on consumer buying decision. This research paper also confers about the four variables of digital marketing which are affecting the buying decision of the consumer. Both primary and secondary data has been collected for the current study. Data from primary sources collected through personal interviews, discussions with industry leaders and structured questionnaire. The research was also carried out on secondary sources like business journals, newspapers, magazines, periodicals, etc. SPSS 21 software has been used to analyse the data and linear regression analysis and multiple linear regression analysis techniques were used to determine the impact of each variable of digital marketing in influencing the buying decision making of the consumers.Findings of this research study determine the consistency of the independent variables, description of the product, pricing, marketing and promotions and distribution of the product on consumer buying decision. The following variables i.e.description of the product, marketing & promotions and distribution of the product has high significant impact on consumer buying decision.","PeriodicalId":37194,"journal":{"name":"Transnational Marketing Journal","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-12-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44834683","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Technological advancements have introduced creative communication media with social media being one of its kind. Since its introduction, the use of social media is rising in India providing people a better penetrating medium to share their views and ideas. These networking sites have given people a wide range of options to share views about social issues as well. Civic participation is a personal or group effort to resolve a social issue. With the onset of social media, offline civic participatory activities have made a transition to the online space as well. With the soaring influence of social media, this study aims to determine the extent to which Social Networking Sites (SNS) usage influences social capital and civic participatory behaviour. It aims to examine whether SNS use aids in the development of behavior that fosters civic participation. Further, the mediating role of online bridging social capital is analyzed in the relationship between SNS use intensity and civic participation of users. The results show the role of SNS in positively influencing online and offline civic participatory behaviour of the users with online bridging social capital acting as a mediating variable. However, the cross-sectional nature of this study constrained the ability to infer causal associations. The study concludes with recommendations and directions for future research. The different SNS can be compared to learn about their respective influence on civic participatory behavior and infer this phenomenon in an enhanced manner.
{"title":"Social Networking Sites and Civic Participation: Analyzing the Mediating Role of Online Bridging Social Capital","authors":"Ashmeet Kaur, H. K. Dangi","doi":"10.33182/tmj.v9i3.1309","DOIUrl":"https://doi.org/10.33182/tmj.v9i3.1309","url":null,"abstract":"Technological advancements have introduced creative communication media with social media being one of its kind. Since its introduction, the use of social media is rising in India providing people a better penetrating medium to share their views and ideas. These networking sites have given people a wide range of options to share views about social issues as well. Civic participation is a personal or group effort to resolve a social issue. With the onset of social media, offline civic participatory activities have made a transition to the online space as well. With the soaring influence of social media, this study aims to determine the extent to which Social Networking Sites (SNS) usage influences social capital and civic participatory behaviour. It aims to examine whether SNS use aids in the development of behavior that fosters civic participation. Further, the mediating role of online bridging social capital is analyzed in the relationship between SNS use intensity and civic participation of users. The results show the role of SNS in positively influencing online and offline civic participatory behaviour of the users with online bridging social capital acting as a mediating variable. However, the cross-sectional nature of this study constrained the ability to infer causal associations. The study concludes with recommendations and directions for future research. The different SNS can be compared to learn about their respective influence on civic participatory behavior and infer this phenomenon in an enhanced manner.","PeriodicalId":37194,"journal":{"name":"Transnational Marketing Journal","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-12-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49607498","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Shopping is a necessity in everyone’s life. Mostly shopping is need based and sometimes it is a leisure activity in the form of entertainment. However when the condition leads to extreme buying situation resulting into destructive and harmful activity, then this is the result of Compulsive Buying Behaviour (CBB). While studying the consumer buying behaviour and process, the external stimuli is not the sufficient reason, to generate a response, rather the consumers’ characteristics significantly influence the way they perceive the stimuli, utilize their internal processes and result in a specific buying behaviour. Hull (1951) developed a model as a behavioural model to explain the social learning theory: Stimulus – Response Model (S – R Model). Few of psychologist and marketing researchers tried to find out the characteristics of consumers within “black box” and analyze the impact of both factors to determine specific buying behaviour. In this research project we have tried to analyse Social Learning Theory with respect to the purchase pattern of the consumer in Kolkataduring the COVID-19 Pandemic. The respondents are mostly the parents who are influenced by their children to exert Compulsive Buying Behaviour. The collected responses will be analysed using one way ANOVA to find out which of the factors significantly influence purchase behaviour. The findings of the study will help the organisation to decide their marketing strategies.
{"title":"A Demographic Study on the Purchase Pattern of Consumers with respect to Social Learning Theory during COVID-19 times","authors":"Debarati Roy Chowdhury Banerjee, S. Majumdar","doi":"10.33182/tmj.v9i3.1740","DOIUrl":"https://doi.org/10.33182/tmj.v9i3.1740","url":null,"abstract":"Shopping is a necessity in everyone’s life. Mostly shopping is need based and sometimes it is a leisure activity in the form of entertainment. However when the condition leads to extreme buying situation resulting into destructive and harmful activity, then this is the result of Compulsive Buying Behaviour (CBB). While studying the consumer buying behaviour and process, the external stimuli is not the sufficient reason, to generate a response, rather the consumers’ characteristics significantly influence the way they perceive the stimuli, utilize their internal processes and result in a specific buying behaviour. Hull (1951) developed a model as a behavioural model to explain the social learning theory: Stimulus – Response Model (S – R Model). Few of psychologist and marketing researchers tried to find out the characteristics of consumers within “black box” and analyze the impact of both factors to determine specific buying behaviour. In this research project we have tried to analyse Social Learning Theory with respect to the purchase pattern of the consumer in Kolkataduring the COVID-19 Pandemic. The respondents are mostly the parents who are influenced by their children to exert Compulsive Buying Behaviour. The collected responses will be analysed using one way ANOVA to find out which of the factors significantly influence purchase behaviour. The findings of the study will help the organisation to decide their marketing strategies.","PeriodicalId":37194,"journal":{"name":"Transnational Marketing Journal","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-12-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45901518","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
With the emergence of COVID-19, the end of 2019 witnessed worldwide crises causing immense harm to human life. The virus that emerged from China at the end of the year 2019 soon spread to almost all the world economies with negative effects getting amplified each passing day. To combat the rapid spread of the virus and meet the rising medical needs the various governments imposed complete to restricted lockdown. Though the lockdown to an extent helped control the spread of the deadly virus, it also affected the economies severely. The unstable financial system, lack of earnings and limited savings brought a noticeable change in the financial attitude of the retail investors and hence, the emergence of COVID-19 opened up new areas of academic research in the field of financial management behaviour. Considering the novelty of the subject, this paper seeks to examine the impact of financial attitude and financial management behaviour of retail investors during the pandemic. To meet the objectives, the data were collected from a sample of 325 Delhi-NCR based retail investors. Structural Equation Modeling has been used to study the relationship amongst the identified variables. The findings enrich our understanding of retail investment behaviour.
{"title":"Impact of financial attitude on financial management behaviour of retail investors: A COVID-19 perspective","authors":"A. Aggarwal, Ashmeet Kaur, Sanya Sachdeva","doi":"10.33182/tmj.v9i3.1503","DOIUrl":"https://doi.org/10.33182/tmj.v9i3.1503","url":null,"abstract":"With the emergence of COVID-19, the end of 2019 witnessed worldwide crises causing immense harm to human life. The virus that emerged from China at the end of the year 2019 soon spread to almost all the world economies with negative effects getting amplified each passing day. To combat the rapid spread of the virus and meet the rising medical needs the various governments imposed complete to restricted lockdown. Though the lockdown to an extent helped control the spread of the deadly virus, it also affected the economies severely. The unstable financial system, lack of earnings and limited savings brought a noticeable change in the financial attitude of the retail investors and hence, the emergence of COVID-19 opened up new areas of academic research in the field of financial management behaviour. Considering the novelty of the subject, this paper seeks to examine the impact of financial attitude and financial management behaviour of retail investors during the pandemic. To meet the objectives, the data were collected from a sample of 325 Delhi-NCR based retail investors. Structural Equation Modeling has been used to study the relationship amongst the identified variables. The findings enrich our understanding of retail investment behaviour.","PeriodicalId":37194,"journal":{"name":"Transnational Marketing Journal","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-12-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45630786","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The present research study examines the impact of Stock marketson Gold prices using daily data for pre and during COVID-19 period (January-October 2020). This study uses Unit root test, Granger causality test, GARCH method and Johansen’s co-integration test to evaluate difference in the Volatility as well as the relationship between them. The findings show that no causal relationship exists between Gold Prices and Stock market prices in the short run. The result of the Johansen Co-integration test for the long-run relationship between theGold price and Nifty Indices showno co-integration at all, but low co-integration inshort-run cannot be ruled out. With this study, an attempt has been made to reveal the relationship that exists between Gold and stock markets with empirical findings using the time series analysis which reveals the original side of work during the pandemic. The ARCH and GARCH coefficient explain significantly the persistence of information on stock return volatility. The present study recommends that the integration between Gold and Stock market price entails the need for investors globally to follow a portfolio stock selection strategy to add value from the investments in India.These findings have important implication for the investors seeking portfolio diversification.
{"title":"Impact of Stock Market Volatility on Gold prices during the Covid-19 pandemic","authors":"Garishma Gulyani, P. Gupta, Ramanpreet Singh","doi":"10.33182/tmj.v9i3.1321","DOIUrl":"https://doi.org/10.33182/tmj.v9i3.1321","url":null,"abstract":"The present research study examines the impact of Stock marketson Gold prices using daily data for pre and during COVID-19 period (January-October 2020). This study uses Unit root test, Granger causality test, GARCH method and Johansen’s co-integration test to evaluate difference in the Volatility as well as the relationship between them. The findings show that no causal relationship exists between Gold Prices and Stock market prices in the short run. The result of the Johansen Co-integration test for the long-run relationship between theGold price and Nifty Indices showno co-integration at all, but low co-integration inshort-run cannot be ruled out. With this study, an attempt has been made to reveal the relationship that exists between Gold and stock markets with empirical findings using the time series analysis which reveals the original side of work during the pandemic. The ARCH and GARCH coefficient explain significantly the persistence of information on stock return volatility. The present study recommends that the integration between Gold and Stock market price entails the need for investors globally to follow a portfolio stock selection strategy to add value from the investments in India.These findings have important implication for the investors seeking portfolio diversification.","PeriodicalId":37194,"journal":{"name":"Transnational Marketing Journal","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-12-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46743271","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Brand and the branding process have been regarded as a component of cultural studies even though they are more generally seen as being a subfield of business economics. Today, it is true to say that countries, cities, destinations, as well as many prominent cultural items can become brands. Thus, the primary aim of this study is to form a model proposal for how “Şile gauze”, a local authentic product, can be branded to become competitive. Strategies regarding brand, the process of brand and brand positioning are adapted to Şile gauze and conceptual research about these components are elaborated with the aim of implementing Şile gauze branding. Focus groups were carried out with participants comprising students from marketing and fashion design departments, with a framework for the branding process of Şile gauze subsequently designed in light of the findings from the focus groups. These findings revealed that the target market of Şile gauze is women and men who are in mid-high and high-income groups, who have adopted a health and comfort oriented lifestyle. Additionally, the targeting strategy for Şile gauze preferred by both focus groups was a niche targeting one with a unique positioning in the market.
{"title":"Branding Process and a Model Proposal for “Şile Gauze”","authors":"M. Y. Oztek, Nevin Karabiyik Yerden","doi":"10.33182/tmj.v9i2.1132","DOIUrl":"https://doi.org/10.33182/tmj.v9i2.1132","url":null,"abstract":"Brand and the branding process have been regarded as a component of cultural studies even though they are more generally seen as being a subfield of business economics. Today, it is true to say that countries, cities, destinations, as well as many prominent cultural items can become brands. Thus, the primary aim of this study is to form a model proposal for how “Şile gauze”, a local authentic product, can be branded to become competitive. Strategies regarding brand, the process of brand and brand positioning are adapted to Şile gauze and conceptual research about these components are elaborated with the aim of implementing Şile gauze branding. Focus groups were carried out with participants comprising students from marketing and fashion design departments, with a framework for the branding process of Şile gauze subsequently designed in light of the findings from the focus groups. These findings revealed that the target market of Şile gauze is women and men who are in mid-high and high-income groups, who have adopted a health and comfort oriented lifestyle. Additionally, the targeting strategy for Şile gauze preferred by both focus groups was a niche targeting one with a unique positioning in the market.","PeriodicalId":37194,"journal":{"name":"Transnational Marketing Journal","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-09-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49215006","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Digitalisation is a global phenomenon that is a worthwhile proposition for the development of any nation’s economy. Social media contributes significantly to the development of an economy by the spreading and democratisation of information through global players, such as Facebook, YouTube, LinkedIn etc. According to a Forbes report in 2017, these digital platforms create new ecosystems and business models for business owners and entrepreneurs. Whilst a report by Statista in 2020 states that there were 3.6 billion social media users worldwide and the number is expected to grow to 4.4 billion by 2025. Return on Investment (ROI) measurement of social media, which is a very important component for organisations to evaluate its success or effectiveness, remains a major challenge for organisations, despite number of attempts having been made by experts in the field. This study is aimed at understanding how the success and effectiveness of social media is measured in a B2B scenario. Various frameworks on social media ROI measurement are critically evaluated. Then, a tool for measuring social media ROI is developed, such that businesses will be able to evaluate their social media investments. The instrument covers 14 variables over four dimensions. The results indicate that respondents perceived organic return as the most important dimension. It is also evident that brand testament is found the least perceived dimension for measuring the social media ROI.
{"title":"Measuring the Effectiveness of Social Media in a B2B Scenario in India","authors":"Krishanu Bhattacharyya, B. Debata","doi":"10.33182/tmj.v9i2.1570","DOIUrl":"https://doi.org/10.33182/tmj.v9i2.1570","url":null,"abstract":"Digitalisation is a global phenomenon that is a worthwhile proposition for the development of any nation’s economy. Social media contributes significantly to the development of an economy by the spreading and democratisation of information through global players, such as Facebook, YouTube, LinkedIn etc. According to a Forbes report in 2017, these digital platforms create new ecosystems and business models for business owners and entrepreneurs. Whilst a report by Statista in 2020 states that there were 3.6 billion social media users worldwide and the number is expected to grow to 4.4 billion by 2025. Return on Investment (ROI) measurement of social media, which is a very important component for organisations to evaluate its success or effectiveness, remains a major challenge for organisations, despite number of attempts having been made by experts in the field. This study is aimed at understanding how the success and effectiveness of social media is measured in a B2B scenario. Various frameworks on social media ROI measurement are critically evaluated. Then, a tool for measuring social media ROI is developed, such that businesses will be able to evaluate their social media investments. The instrument covers 14 variables over four dimensions. The results indicate that respondents perceived organic return as the most important dimension. It is also evident that brand testament is found the least perceived dimension for measuring the social media ROI.","PeriodicalId":37194,"journal":{"name":"Transnational Marketing Journal","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-09-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41565817","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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