COVID-19 is an unprecedented global pandemic which has changed the way audience consume media. An undeniable trend surfaced in this period– adoption of OTTs. There are many reports which point to the growing market and consumer appetite for content of choice available on OTT platforms. OTTs offer a never before consumer advantage– choice of content, ease of access, choice of device / mediums (hand phone, laptop, tablet or TV screen). Gone are the days when family members fought for screen time of choice on family’s singular home device i.e. TV. With this study, the researchers studied the evolution of OTT space in India and reviewed the dynamic OTT space – evaluate some firsts like big banner movie releases on platforms like Amazon and Netflix, return of old content like Mythological programmes from the DD era on Hotstar etc. To complete the study, it was imperative to evaluate the impact of growing content consumption on psychographics across generations (children, adults and elderlies) as there is limited censorship in the OTT space. With this background, the researchers workedon the objectives and tried to evaluate the role played by the pandemic in evolving OTT media consumption trends; a qualitative mapping of increase in OTT adoption – Pre and Post COVID 19 in India; study underlying trends around increasing consumer appetite for the medium and analyse psychographic impact on children, adults and elderlies – listing pros and cons for freely available content with minimal censorship. The researchers adopteda combined qualitative and quantitative approach to extrapolate the data. A survey was also conducted to do audience mapping and analysis.In addition to primary data, content from news articles, industry research reports, international journals for accumulation of key trends were analysed.
{"title":"ROLE OF COVID AS A CATALYST IN INCREASING ADOPTION OF OTTS IN INDIA: A STUDY OF EVOLVING CONSUMER CONSUMPTION PATTERNS AND FUTURE BUSINESS SCOPE","authors":"Garima Nijhawan, Surbhi Dahiya","doi":"10.31620/jccc.12.20/28","DOIUrl":"https://doi.org/10.31620/jccc.12.20/28","url":null,"abstract":"COVID-19 is an unprecedented global pandemic which has changed the way audience consume media. An undeniable trend surfaced in this period– adoption of OTTs. There are many reports which point to the growing market and consumer appetite for content of choice available on OTT platforms. OTTs offer a never before consumer advantage– choice of content, ease of access, choice of device / mediums (hand phone, laptop, tablet or TV screen). Gone are the days when family members fought for screen time of choice on family’s singular home device i.e. TV. With this study, the researchers studied the evolution of OTT space in India and reviewed the dynamic OTT space – evaluate some firsts like big banner movie releases on platforms like Amazon and Netflix, return of old content like Mythological programmes from the DD era on Hotstar etc. To complete the study, it was imperative to evaluate the impact of growing content consumption on psychographics across generations (children, adults and elderlies) as there is limited censorship in the OTT space. With this background, the researchers workedon the objectives and tried to evaluate the role played by the pandemic in evolving OTT media consumption trends; a qualitative mapping of increase in OTT adoption – Pre and Post COVID 19 in India; study underlying trends around increasing consumer appetite for the medium and analyse psychographic impact on children, adults and elderlies – listing pros and cons for freely available content with minimal censorship. The researchers adopteda combined qualitative and quantitative approach to extrapolate the data. A survey was also conducted to do audience mapping and analysis.In addition to primary data, content from news articles, industry research reports, international journals for accumulation of key trends were analysed.","PeriodicalId":37311,"journal":{"name":"Journal of Content, Community and Communication","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2020-12-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47286391","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 main objective of the study is to investigate the impact of Covid-19 on the peace and security of the human beings. The epidemic of corona virus disease 2019 (COVID-19) has created a global crisis that has had a deep impact on our lives. Every country faces the spieling of necessities based either on focusing economic, geographical or process related reality for peace and human security. This paper discussed the Covid-19 as threat to peace and security. The paper focuses on key issues relating to the concepts of peace, human security at the time of the coronavirus pandemic, and the role of media. The issues include social media as one of the pillars which aware the society at the rural level to urban level during the pandemic and also helps to maintain peace and security in the world. The paper also presents the importance of media in the 2020 year and the associated debate regarding how the different organizations can help to overcome the covid-19 crises as well as the role of media to achieve “peace and human security globally, much-talked-about”.
{"title":"THE IMPACT AND ROLE OF MEDIA FOR PEACE AND HUMAN SECURITY DURING COVID -19 CRISES","authors":"S. Kapoor, M. Dubey","doi":"10.31620/jccc.12.20/19","DOIUrl":"https://doi.org/10.31620/jccc.12.20/19","url":null,"abstract":"The main objective of the study is to investigate the impact of Covid-19 on the peace and security of the human beings. The epidemic of corona virus disease 2019 (COVID-19) has created a global crisis that has had a deep impact on our lives. Every country faces the spieling of necessities based either on focusing economic, geographical or process related reality for peace and human security. This paper discussed the Covid-19 as threat to peace and security. The paper focuses on key issues relating to the concepts of peace, human security at the time of the coronavirus pandemic, and the role of media. The issues include social media as one of the pillars which aware the society at the rural level to urban level during the pandemic and also helps to maintain peace and security in the world. The paper also presents the importance of media in the 2020 year and the associated debate regarding how the different organizations can help to overcome the covid-19 crises as well as the role of media to achieve “peace and human security globally, much-talked-about”.","PeriodicalId":37311,"journal":{"name":"Journal of Content, Community and Communication","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2020-12-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42256039","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}
Health Communication is an emerging field, it involves the examination of various communication models and techniques used by healthcare professionals and policymakers to communicate health and influence the health-related behavior of the public. It is an interdisciplinary niche where social sciences, psychology, life sciences, and communication studies work in close association. It is also important to understand different theories of mass communication while working out a suitable health communication strategy. Various professionals and organizations are involved in the process of communicating health to society, civil society is the prime stakeholder in this process. It is clear from the analysis of historical and contemporary data that civil society has contributed greatly over a period of time in communicating health to the people. Civil society also had contributed in mobilizing, rights advocacy, and community monitoring of health centers and schemes. We studied the content of various civil society organizations having a rural footprint to ascertain their impact on health communication. The healthcare ecosystem in India is rapidly changing, in the view of continuous decrease in state spending over the healthcare role of civil society became increasingly crucial, so it is very important to ensure their greater participation at all levels of policy making and in implementation as well.
{"title":"THE ROLE OF CIVIL SOCIETY IN HEALTH COMMUNICATION","authors":"Satnam Singh, Siddharth Tomar","doi":"10.31620/jccc.12.20/12","DOIUrl":"https://doi.org/10.31620/jccc.12.20/12","url":null,"abstract":"Health Communication is an emerging field, it involves the examination of various communication models and techniques used by healthcare professionals and policymakers to communicate health and influence the health-related behavior of the public. It is an interdisciplinary niche where social sciences, psychology, life sciences, and communication studies work in close association. It is also important to understand different theories of mass communication while working out a suitable health communication strategy. Various professionals and organizations are involved in the process of communicating health to society, civil society is the prime stakeholder in this process. It is clear from the analysis of historical and contemporary data that civil society has contributed greatly over a period of time in communicating health to the people. Civil society also had contributed in mobilizing, rights advocacy, and community monitoring of health centers and schemes. We studied the content of various civil society organizations having a rural footprint to ascertain their impact on health communication. The healthcare ecosystem in India is rapidly changing, in the view of continuous decrease in state spending over the healthcare role of civil society became increasingly crucial, so it is very important to ensure their greater participation at all levels of policy making and in implementation as well.","PeriodicalId":37311,"journal":{"name":"Journal of Content, Community and Communication","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2020-12-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42425741","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 motive of this research is to investigate the employability of media students. It aims to validate a holistic model of key determinants of perceived employability in the Indian context. These factors emerge from internal backgrounds such as academic performance, contacts, generic skills, and self-confidence of students; external backgrounds such as university role and labor market. Psychometric properties of the proposed scale were assessed including validation at exploratory and confirmatory level; reliability; convergent and discriminant validity. Further model fit estimates were demonstrated. The study results in a comprehensive model determining the perceived employability of media students. The practical implications of this study include the identification of the university‟s contribution to employability of students and providing a foundation for higher education policy formulation and amendments in the media studies program. The novelty of this study is validating the measurement tool for assessing the employability of media students in the Indian context. This study will contribute towards the improvement of the perceived employability of media students and the augmentation of literature in media studies.
{"title":"STUDENT PERCEIVED EMPLOYABILITY WITH REFERENCE TO MEDIA STUDIES: VALIDATING A MODEL OF KEY DETERMINANTS","authors":"Shikhar Agnihotri, Puja Sareen, P. Sivakumar","doi":"10.31620/jccc.12.20/05","DOIUrl":"https://doi.org/10.31620/jccc.12.20/05","url":null,"abstract":"The motive of this research is to investigate the employability of media students. It aims to validate a holistic model of key determinants of perceived employability in the Indian context. These factors emerge from internal backgrounds such as academic performance, contacts, generic skills, and self-confidence of students; external backgrounds such as university role and labor market. Psychometric properties of the proposed scale were assessed including validation at exploratory and confirmatory level; reliability; convergent and discriminant validity. Further model fit estimates were demonstrated. The study results in a comprehensive model determining the perceived employability of media students. The practical implications of this study include the identification of the university‟s contribution to employability of students and providing a foundation for higher education policy formulation and amendments in the media studies program. The novelty of this study is validating the measurement tool for assessing the employability of media students in the Indian context. This study will contribute towards the improvement of the perceived employability of media students and the augmentation of literature in media studies.","PeriodicalId":37311,"journal":{"name":"Journal of Content, Community and Communication","volume":"1 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2020-12-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41346227","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}
This article is an attempt to understand how digital activism was used to express dissent towards the CAA 2019 that proposed citizenship based on religious identity. The study analyses the trending tweets on CAA through the corpus method. The data analysis showed that how Twitter is used both by the citizens and political parties to promote their views. The majority of Twitterati expressed its discomfort towards the Act that was passed hurriedly by stressing heavily on its “unconstitutionality” & “non-secularity”. The pertinent questions of secularism, citizenship, immigration were found to be poorly dissipated and hateful hashtag movements ruled the discourse. The whole discourse was found to be extremely rigid over the issue of nationality and citizenship status of Muslims and NRC. The statistically significant scores of tests like collocate, N-grams, word clusters, and concordances too showed similar results with an inclination towards negative sentiments for the Act.
{"title":"CITIZENSHIP AMENDMENT ACT: DIGITAL ACTIVISM ON TWITTER; A CORPUS-BASED TEXTUAL ANALYSIS OF TWEETS ON CAA","authors":"Geetika Vashishata, U. Arya","doi":"10.31620/jccc.12.20/17","DOIUrl":"https://doi.org/10.31620/jccc.12.20/17","url":null,"abstract":"This article is an attempt to understand how digital activism was used to express dissent towards the CAA 2019 that proposed citizenship based on religious identity. The study analyses the trending tweets on CAA through the corpus method. The data analysis showed that how Twitter is used both by the citizens and political parties to promote their views. The majority of Twitterati expressed its discomfort towards the Act that was passed hurriedly by stressing heavily on its “unconstitutionality” & “non-secularity”. The pertinent questions of secularism, citizenship, immigration were found to be poorly dissipated and hateful hashtag movements ruled the discourse. The whole discourse was found to be extremely rigid over the issue of nationality and citizenship status of Muslims and NRC. The statistically significant scores of tests like collocate, N-grams, word clusters, and concordances too showed similar results with an inclination towards negative sentiments for the Act.","PeriodicalId":37311,"journal":{"name":"Journal of Content, Community and Communication","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2020-12-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49401196","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 purpose of this paper is to explore job attribute preferences of students in the media and communication stream. The study is conducted to get an understanding of job expectations of students in the COVID era that can help provide conceptual guidelines to hiring managers in media houses for future planning of manpower/job offers. Based on the conjoint analysis technique, a questionnaire was designed and responses of 152 students of media and communication were recorded from a university in Delhi/NCR. Estimation of preference function was created using orthogonal arrays. Results of this study suggest that job security is the most preferred attribute which influences job choice decisions of students, second preferred attribute being appropriate work hours. The paper presents an important tool that can be of great use for recruitment managers, to understand the psyche of students and their preferences, which may further help in designing appropriate recruitment policies and create job offers that can attract the suitable talent pool. Results also reveal that high compensation package is not the most preferred attribute anymore, perhaps due to the uncertainty of the times. Limitation of this study is that individual behaviour cannot be ascertained through the survey and data from students of different universities can be studied for more robust results. The paper is novel in approach as it empirically identifies the preferred job attributes of media students amid the pandemic situation, by applying conjoint analysis. Therefore, it gives new insights to understand how the pandemic has affected students’ job expectations and decisions.
{"title":"ASSESSING JOB PREFERENCES OF MEDIA AND COMMUNICATION STUDENTS IN THE COVID ERA: A CONJOINT ANALYSIS","authors":"Vartika Kapoor, Jaya Yadav","doi":"10.31620/jccc.12.20/14","DOIUrl":"https://doi.org/10.31620/jccc.12.20/14","url":null,"abstract":"The purpose of this paper is to explore job attribute preferences of students in the media and communication stream. The study is conducted to get an understanding of job expectations of students in the COVID era that can help provide conceptual guidelines to hiring managers in media houses for future planning of manpower/job offers. Based on the conjoint analysis technique, a questionnaire was designed and responses of 152 students of media and communication were recorded from a university in Delhi/NCR. Estimation of preference function was created using orthogonal arrays. Results of this study suggest that job security is the most preferred attribute which influences job choice decisions of students, second preferred attribute being appropriate work hours. The paper presents an important tool that can be of great use for recruitment managers, to understand the psyche of students and their preferences, which may further help in designing appropriate recruitment policies and create job offers that can attract the suitable talent pool. Results also reveal that high compensation package is not the most preferred attribute anymore, perhaps due to the uncertainty of the times. Limitation of this study is that individual behaviour cannot be ascertained through the survey and data from students of different universities can be studied for more robust results. The paper is novel in approach as it empirically identifies the preferred job attributes of media students amid the pandemic situation, by applying conjoint analysis. Therefore, it gives new insights to understand how the pandemic has affected students’ job expectations and decisions.","PeriodicalId":37311,"journal":{"name":"Journal of Content, Community and Communication","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2020-12-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48011226","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}
Recent events in Arab countries, particularly in Tunisia, Egypt have shown that new modes of communications such as Mobile phones and social networking sites have facilitated civil society's organization by allowing a timely exchange of opinions and ideas. Youth protesters in uprising societies have recognised the value of Mechanisms in which the public can meet and discuss and share ideas openly, recognise problems and suggest solutions (Caplan and Boyd, 2016). Those Young demonstrators have taken to social media such as Facebook and Twitter online to organize social prodemocracy movements and start the revolution, demonstrating how the Web-based platforms have become a crucial alternative media instrument for advocacy in today's Digital Age. (Kenix, 2009).
{"title":"WHO CONTROLS THE ARAB PUBLIC SPHERE IN THE ERA OF NEW MEDIA, THE NEW REVOLUTIONISTS OR THE DEEP STATE?","authors":"Nawaf Abdelhay Altamimi","doi":"10.31620/jccc.12.20/29","DOIUrl":"https://doi.org/10.31620/jccc.12.20/29","url":null,"abstract":"Recent events in Arab countries, particularly in Tunisia, Egypt have shown that new modes of communications such as Mobile phones and social networking sites have facilitated civil society's organization by allowing a timely exchange of opinions and ideas. Youth protesters in uprising societies have recognised the value of Mechanisms in which the public can meet and discuss and share ideas openly, recognise problems and suggest solutions (Caplan and Boyd, 2016). Those Young demonstrators have taken to social media such as Facebook and Twitter online to organize social prodemocracy movements and start the revolution, demonstrating how the Web-based platforms have become a crucial alternative media instrument for advocacy in today's Digital Age. (Kenix, 2009).","PeriodicalId":37311,"journal":{"name":"Journal of Content, Community and Communication","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2020-12-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46047281","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 information flow in digital societies is discussed and analyzed for more than a decade with a close watch on social media networks. The shift from traditional forms of communication to social media enables users to gratify their daily needs of information digitally. The current paper builds on narrative analysis of selected social media active users and their digital social engagement to understand how a user and a network of users engagement with information. To understand the role of social media literacy, the current paper interviews the users and correlated the findings with contemporary literature on social media. The results show that social media literacy becomes the pillar of the information system, but it works in the micro-level of societies at the crossroads of online and offline spaces.
{"title":"INFORMATION AND USER: SOCIAL MEDIA LITERACY IN DIGITAL SOCIETIES","authors":"Nithin Kalorth, M. Verma, Malvika Sagar","doi":"10.31620/jccc.12.20/24","DOIUrl":"https://doi.org/10.31620/jccc.12.20/24","url":null,"abstract":"The information flow in digital societies is discussed and analyzed for more than a decade with a close watch on social media networks. The shift from traditional forms of communication to social media enables users to gratify their daily needs of information digitally. The current paper builds on narrative analysis of selected social media active users and their digital social engagement to understand how a user and a network of users engagement with information. To understand the role of social media literacy, the current paper interviews the users and correlated the findings with contemporary literature on social media. The results show that social media literacy becomes the pillar of the information system, but it works in the micro-level of societies at the crossroads of online and offline spaces.","PeriodicalId":37311,"journal":{"name":"Journal of Content, Community and Communication","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2020-12-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46815517","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 paper aims at identifying factors that stimulates the customers to adopt and use OTT video streaming platforms in India by applying unified theory of acceptance and use of technology 2 (UTAUT2) model. The study has also attempted to check the moderation effect of age, gender, experience. The study uses a questionnaire to gather the primary data of 277 users of OTT video streaming platforms of India as respondents. The data was examined using SmartPLS 3.3.2 software. The key drivers of adopting and using OTT video streaming platforms are performance expectancy, price value, habit and content availability. The study approves the relevance of UTAUT2 model in the present context. The study also explains the moderating effect of gender, experience and age in UTAUT2 model constructs with respect to OTT video streaming platforms. The market of OTT platforms in India is growing tremendously and is projected to gain the momentum in coming years. Thus, it is imperious to comprehend the behavioral intention of consumers. The outcomes of the study will help the managers in comprehending and devising different strategies for consumers of OTT video streaming platforms. The study is first ever attempt to the best understanding of research to observe the acceptance of OTT video streaming apps using UTAUT2 model.
{"title":"ACCEPTANCE OF OTT VIDEO STREAMING PLATFORMS IN INDIA DURING COVID -19: EXTENDING UTAUT2 WITH CONTENT AVAILABILITY","authors":"Sonali Malewar, Shweta Bajaj","doi":"10.31620/jccc.12.20/09","DOIUrl":"https://doi.org/10.31620/jccc.12.20/09","url":null,"abstract":"The paper aims at identifying factors that stimulates the customers to adopt and use OTT video streaming platforms in India by applying unified theory of acceptance and use of technology 2 (UTAUT2) model. The study has also attempted to check the moderation effect of age, gender, experience. The study uses a questionnaire to gather the primary data of 277 users of OTT video streaming platforms of India as respondents. The data was examined using SmartPLS 3.3.2 software. The key drivers of adopting and using OTT video streaming platforms are performance expectancy, price value, habit and content availability. The study approves the relevance of UTAUT2 model in the present context. The study also explains the moderating effect of gender, experience and age in UTAUT2 model constructs with respect to OTT video streaming platforms. The market of OTT platforms in India is growing tremendously and is projected to gain the momentum in coming years. Thus, it is imperious to comprehend the behavioral intention of consumers. The outcomes of the study will help the managers in comprehending and devising different strategies for consumers of OTT video streaming platforms. The study is first ever attempt to the best understanding of research to observe the acceptance of OTT video streaming apps using UTAUT2 model.","PeriodicalId":37311,"journal":{"name":"Journal of Content, Community and Communication","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2020-12-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46134433","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}
Word-of-mouth Communication (WOM) has recently gained momentum in almost every operating industry in the world. WOM can be seen as a firms' intentional influencing of consumer-to-consumer communications about the firms' products. This study's primary objective was to determine whether there was any significant relationship between Word-of-mouth communication and Consumer buying behaviour specificity to the Indian cosmetics industry. The study was conducted with a sample size of 163 women, hailing mainly from South Indian cities, out of which Bangalore was predominant. The results of this study are to the Indian urban/metro population. The research eventually concluded a significant correlation between WOM and Consumer buying Behaviour, wherein consumer behaviour was measured in terms of Brand Perception, Search & Evaluation effort, and Risk Reduction. WOM's correlation with each of these aspects was positive and high, indicating a direct and strong relationship.
{"title":"CONSUMER BUYING PSYCHOLOGY AND BRAND PERCEPTION: INFLUENCE OF WORD OF MOUTH COMMUNICATION","authors":"Rashmi Rai, Shruti Tripathi","doi":"10.31620/jccc.12.20/15","DOIUrl":"https://doi.org/10.31620/jccc.12.20/15","url":null,"abstract":"Word-of-mouth Communication (WOM) has recently gained momentum in almost every operating industry in the world. WOM can be seen as a firms' intentional influencing of consumer-to-consumer communications about the firms' products. This study's primary objective was to determine whether there was any significant relationship between Word-of-mouth communication and Consumer buying behaviour specificity to the Indian cosmetics industry. The study was conducted with a sample size of 163 women, hailing mainly from South Indian cities, out of which Bangalore was predominant. The results of this study are to the Indian urban/metro population. The research eventually concluded a significant correlation between WOM and Consumer buying Behaviour, wherein consumer behaviour was measured in terms of Brand Perception, Search & Evaluation effort, and Risk Reduction. WOM's correlation with each of these aspects was positive and high, indicating a direct and strong relationship.","PeriodicalId":37311,"journal":{"name":"Journal of Content, Community and Communication","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2020-12-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41425884","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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