Pub Date : 2021-09-30DOI: 10.17010/ijom/2021/v51/i9/166162
P. Balakrishnan Menon
{"title":"Influence of Social Media Marketing Efforts on Brand Equity and Consumer Response to Branded Shoes in India","authors":"P. Balakrishnan Menon","doi":"10.17010/ijom/2021/v51/i9/166162","DOIUrl":"https://doi.org/10.17010/ijom/2021/v51/i9/166162","url":null,"abstract":"","PeriodicalId":38358,"journal":{"name":"Indian Journal of Marketing","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-09-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43937556","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}
Pub Date : 2021-09-30DOI: 10.17010/ijom/2021/v51/i9/166163
Sarfaraz Javed, U. Husain, N. Pathak
{"title":"Relevance of Financial Service Advertisements in Investment Decisions and Purchase of Financial Products : Evidence from the Indian Insurance Sector","authors":"Sarfaraz Javed, U. Husain, N. Pathak","doi":"10.17010/ijom/2021/v51/i9/166163","DOIUrl":"https://doi.org/10.17010/ijom/2021/v51/i9/166163","url":null,"abstract":"","PeriodicalId":38358,"journal":{"name":"Indian Journal of Marketing","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-09-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47679105","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}
Pub Date : 2021-09-30DOI: 10.17010/ijom/2021/v51/i9/166161
Charru Hasti, S. Arora, Amit Mehndiratta, M. Sagar, H. Chaudhry
{"title":"Profile Centric Community Awareness and Engagement for Adolescent Girls : An Empirical Study on Early Marriage in India","authors":"Charru Hasti, S. Arora, Amit Mehndiratta, M. Sagar, H. Chaudhry","doi":"10.17010/ijom/2021/v51/i9/166161","DOIUrl":"https://doi.org/10.17010/ijom/2021/v51/i9/166161","url":null,"abstract":"","PeriodicalId":38358,"journal":{"name":"Indian Journal of Marketing","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-09-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42304770","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}
Pub Date : 2021-08-31DOI: 10.17010/ijom/2021/v51/i8/165760
Smitha Siji
{"title":"Social Commerce of Indian Customers : Role of Social Media Usage","authors":"Smitha Siji","doi":"10.17010/ijom/2021/v51/i8/165760","DOIUrl":"https://doi.org/10.17010/ijom/2021/v51/i8/165760","url":null,"abstract":"","PeriodicalId":38358,"journal":{"name":"Indian Journal of Marketing","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-08-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46560333","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}
Pub Date : 2021-08-31DOI: 10.17010/ijom/2021/v51/i8/165761
Hansini Premi, Monica Sharma, G. S. Dangayach
{"title":"Green Marketing : A Systematic Literature Review","authors":"Hansini Premi, Monica Sharma, G. S. Dangayach","doi":"10.17010/ijom/2021/v51/i8/165761","DOIUrl":"https://doi.org/10.17010/ijom/2021/v51/i8/165761","url":null,"abstract":"","PeriodicalId":38358,"journal":{"name":"Indian Journal of Marketing","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-08-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48685647","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}
Pub Date : 2021-08-31DOI: 10.17010/ijom/2021/v51/i8/165759
Bhaskar Roy, D. Bera, P. K. Tripathi, S. Upadhyay
{"title":"Improving Profitability Using Predictive Analytics","authors":"Bhaskar Roy, D. Bera, P. K. Tripathi, S. Upadhyay","doi":"10.17010/ijom/2021/v51/i8/165759","DOIUrl":"https://doi.org/10.17010/ijom/2021/v51/i8/165759","url":null,"abstract":"","PeriodicalId":38358,"journal":{"name":"Indian Journal of Marketing","volume":"1 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-08-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41788139","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}
Pub Date : 2021-07-31DOI: 10.17010/IJOM/2021/V51/I5-7/163886
Sunita Guru, Nityesh Bhatt, Nishant Agrawal
In the past two decades, the e-commerce industry has grown exponentially. With new customers being on board everyday, understanding customer behavior has become more relevant than ever before. Trust is a vital aspect in the online shopping experience as it significantly influences consumer behavior, including the selection of e-commerce brands. Thorough literature review has yielded three dimensions of online trust, that is, ability, benevolence, and integrity, but no literature was found on whether there could be any prioritization among the three dimensions. This study used confirmatory factor analysis to verify the predefined scale of dimensions of online trust and analytical hierarchy process (AHP) technique to prioritize and solve a problem that required the multi-criteria decision making. The seminal contribution of this paper is ranking the three dimensions of online trust as identified in literature. The results affirmed that ability is the top ranked dimension of online trust for e-commerce brands that drives online shoppers followed by benevolence and integrity.
{"title":"Prioritization of Dimensions of Online Trust Using Analytical Hierarchy Approach","authors":"Sunita Guru, Nityesh Bhatt, Nishant Agrawal","doi":"10.17010/IJOM/2021/V51/I5-7/163886","DOIUrl":"https://doi.org/10.17010/IJOM/2021/V51/I5-7/163886","url":null,"abstract":"In the past two decades, the e-commerce industry has grown exponentially. With new customers being on board everyday, understanding customer behavior has become more relevant than ever before. Trust is a vital aspect in the online shopping experience as it significantly influences consumer behavior, including the selection of e-commerce brands. Thorough literature review has yielded three dimensions of online trust, that is, ability, benevolence, and integrity, but no literature was found on whether there could be any prioritization among the three dimensions. This study used confirmatory factor analysis to verify the predefined scale of dimensions of online trust and analytical hierarchy process (AHP) technique to prioritize and solve a problem that required the multi-criteria decision making. The seminal contribution of this paper is ranking the three dimensions of online trust as identified in literature. The results affirmed that ability is the top ranked dimension of online trust for e-commerce brands that drives online shoppers followed by benevolence and integrity.","PeriodicalId":38358,"journal":{"name":"Indian Journal of Marketing","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-07-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45815911","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}
E-commerce companies have started betting big on small towns to look for business opportunities, having a large customer base, and focusing on making customers to buy online as much as possible. Therefore, the study aimed to explore different dimensions of customers’ impulse buying behaviour (IBB) in an online buying environment, and further validating the extracted determinants in small towns of North India. The study included a sample of 304 small town online buyers and used exploratory factor analysis (EFA) to explore the key factors, which resulted into five key determinants of IBB ; Hedonic Online Shopping Motivation, Marketing Stimulus, Impulse Buy, Impulse Buying Tendency, and Situation Stimulus. Further, confirmatory factor analysis (CFA) was performed to evaluate validity and reliability of the identified variables of IBB. The findings revealed good internal consistency among the constructs. Additionally, all measurement model fit indices were found to be under the acceptance range, which indicated no validity concerns in the measurement model. The study provided insights on the complex impulse buying behavior of small town online consumers, which completely differs from the buyers of metro cities. Therefore, the identified determinants of customers’ online IBB will benefit e-tailors by providing them a platform to understand the buying behavior of small town consumers for designing their marketing strategies to serve them better and to gain over the competition in the e-marketplace.
{"title":"Online Impulse Buying Behaviour of Indian Small Town Consumers : Scale Development and Validation","authors":"Anuradha Agarwal, Bhawna Chahar, Narender Singh Bhati","doi":"10.17010/IJOM/2021/V51/I5-7/161647","DOIUrl":"https://doi.org/10.17010/IJOM/2021/V51/I5-7/161647","url":null,"abstract":"E-commerce companies have started betting big on small towns to look for business opportunities, having a large customer base, and focusing on making customers to buy online as much as possible. Therefore, the study aimed to explore different dimensions of customers’ impulse buying behaviour (IBB) in an online buying environment, and further validating the extracted determinants in small towns of North India. The study included a sample of 304 small town online buyers and used exploratory factor analysis (EFA) to explore the key factors, which resulted into five key determinants of IBB ; Hedonic Online Shopping Motivation, Marketing Stimulus, Impulse Buy, Impulse Buying Tendency, and Situation Stimulus. Further, confirmatory factor analysis (CFA) was performed to evaluate validity and reliability of the identified variables of IBB. The findings revealed good internal consistency among the constructs. Additionally, all measurement model fit indices were found to be under the acceptance range, which indicated no validity concerns in the measurement model. The study provided insights on the complex impulse buying behavior of small town online consumers, which completely differs from the buyers of metro cities. Therefore, the identified determinants of customers’ online IBB will benefit e-tailors by providing them a platform to understand the buying behavior of small town consumers for designing their marketing strategies to serve them better and to gain over the competition in the e-marketplace.","PeriodicalId":38358,"journal":{"name":"Indian Journal of Marketing","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-07-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46690496","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}
Pub Date : 2021-07-31DOI: 10.17010/IJOM/2021/V51/I5-7/163887
R. Shankar
This short communication is an extract from a major research work on understanding tourists’ experience and post touring behaviour and this portion intended to highlight the role of travel partners in tourists’ emotional experience at a destination. Intensive review of literary sources confirmed that this aspect was untapped and lacked research insights. A structured questionnaire containing the statements measuring tourists’ emotional experience and travel partners was floated to 400 tourists using convenient sampling technique. The data collection instrument also had questions on tourists’ personal factors. Sample size was rounded to 370 after removing the illegible responses. A multivariate analysis approach was employed to test whether travel partners influenced tourists’ emotional experience at a destination. The findings revealed that the emotional aspects such as pleasantness, excitement, calmness, happiness, energetic, friendly, and surprising were influenced by the tourists’ travel partners.
{"title":"Do Travel Partners Influence the Emotional Experience of Tourists at Destinations ? A Short Communication","authors":"R. Shankar","doi":"10.17010/IJOM/2021/V51/I5-7/163887","DOIUrl":"https://doi.org/10.17010/IJOM/2021/V51/I5-7/163887","url":null,"abstract":"This short communication is an extract from a major research work on understanding tourists’ experience and post touring behaviour and this portion intended to highlight the role of travel partners in tourists’ emotional experience at a destination. Intensive review of literary sources confirmed that this aspect was untapped and lacked research insights. A structured questionnaire containing the statements measuring tourists’ emotional experience and travel partners was floated to 400 tourists using convenient sampling technique. The data collection instrument also had questions on tourists’ personal factors. Sample size was rounded to 370 after removing the illegible responses. A multivariate analysis approach was employed to test whether travel partners influenced tourists’ emotional experience at a destination. The findings revealed that the emotional aspects such as pleasantness, excitement, calmness, happiness, energetic, friendly, and surprising were influenced by the tourists’ travel partners.","PeriodicalId":38358,"journal":{"name":"Indian Journal of Marketing","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-07-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44345081","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}
Pub Date : 2021-07-31DOI: 10.17010/IJOM/2021/V51/I5-7/161648
S. Chatterjee, Arunangshu Giri
The mobile phone industry is one of the most booming sectors today. A majority of the tasks can be performed with these devices, and as a result of that, the demand of the electronic gadgets in the market is humongous. Neuromarketing is a relatively unchartered territory wherein organizations are exploring to get the job done within a short period of time. With the help of neuromarketing tools, understanding the consumers’ perception is made possible by implementing certain analytical techniques. Analysis of this data would help immensely to satisfy the demands of the consumers. With this technology, organizations would be able to bring in innovative features in their products, which would attract consumers. Also, with the advent of new technological innovations, consumers want innovative features to be embedded in their products, and this is possible with the help of neuromarketing tools. These tools also help the companies to achieve good results which further help them to achieve a competitive edge over their competitors in the market. This paper aimed at identifying the factors which had a positive impact on the consumer behaviour by the utilization of the neuromarketing tools in the mobile phone industry. Both primary and secondary data were utilized in this paper. Analysis of the data was done through exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and structural equation modeling (SEM) with the help of softwares like SPSS-23 & AMOS-23.
{"title":"Understanding Consumer Behaviour Through Neuromarketing : A Strategic Approach Towards the Mobile Phone Industry","authors":"S. Chatterjee, Arunangshu Giri","doi":"10.17010/IJOM/2021/V51/I5-7/161648","DOIUrl":"https://doi.org/10.17010/IJOM/2021/V51/I5-7/161648","url":null,"abstract":"The mobile phone industry is one of the most booming sectors today. A majority of the tasks can be performed with these devices, and as a result of that, the demand of the electronic gadgets in the market is humongous. Neuromarketing is a relatively unchartered territory wherein organizations are exploring to get the job done within a short period of time. With the help of neuromarketing tools, understanding the consumers’ perception is made possible by implementing certain analytical techniques. Analysis of this data would help immensely to satisfy the demands of the consumers. With this technology, organizations would be able to bring in innovative features in their products, which would attract consumers. Also, with the advent of new technological innovations, consumers want innovative features to be embedded in their products, and this is possible with the help of neuromarketing tools. These tools also help the companies to achieve good results which further help them to achieve a competitive edge over their competitors in the market. This paper aimed at identifying the factors which had a positive impact on the consumer behaviour by the utilization of the neuromarketing tools in the mobile phone industry. Both primary and secondary data were utilized in this paper. Analysis of the data was done through exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and structural equation modeling (SEM) with the help of softwares like SPSS-23 & AMOS-23.","PeriodicalId":38358,"journal":{"name":"Indian Journal of Marketing","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-07-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48750705","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}
京公网安备 11010802042870号
京ICP备2023020795号-1
扫码关注我们
求助内容：
应助结果提醒方式：