Pub Date : 2022-01-19DOI: 10.17010/ijom/2022/v52/i1/159847
A. Munshi, A. R. Singla
{"title":"Exploring Key Growth Drivers and Strategies for Enhancing Performance of Indian Food Tech Startups","authors":"A. Munshi, A. R. Singla","doi":"10.17010/ijom/2022/v52/i1/159847","DOIUrl":"https://doi.org/10.17010/ijom/2022/v52/i1/159847","url":null,"abstract":"","PeriodicalId":38358,"journal":{"name":"Indian Journal of Marketing","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-01-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45736731","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 : 2022-01-19DOI: 10.17010/ijom/2022/v52/i1/167652
Debarun Chakraborty, Ganesh Dash
{"title":"‘The New Normal’ and the Strategies of Marketers to Attract Consumers","authors":"Debarun Chakraborty, Ganesh Dash","doi":"10.17010/ijom/2022/v52/i1/167652","DOIUrl":"https://doi.org/10.17010/ijom/2022/v52/i1/167652","url":null,"abstract":"","PeriodicalId":38358,"journal":{"name":"Indian Journal of Marketing","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-01-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48723146","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 : 2022-01-19DOI: 10.17010/ijom/2022/v52/i1/167650
Balgopal Singh
{"title":"Investigating Gamification Effect of Frequent Flyer Program on Brand Loyalty in the Aviation Industry","authors":"Balgopal Singh","doi":"10.17010/ijom/2022/v52/i1/167650","DOIUrl":"https://doi.org/10.17010/ijom/2022/v52/i1/167650","url":null,"abstract":"","PeriodicalId":38358,"journal":{"name":"Indian Journal of Marketing","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-01-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49248391","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 : 2022-01-19DOI: 10.17010/ijom/2022/v52/i1/167649
P. Sehgal, Sarika Kaushal, M. Sagar
{"title":"Internal Branding : Developing a Predictive Model for the Indian Service Sector","authors":"P. Sehgal, Sarika Kaushal, M. Sagar","doi":"10.17010/ijom/2022/v52/i1/167649","DOIUrl":"https://doi.org/10.17010/ijom/2022/v52/i1/167649","url":null,"abstract":"","PeriodicalId":38358,"journal":{"name":"Indian Journal of Marketing","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-01-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47159814","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 : 2021-12-10DOI: 10.17010/ijom/2021/v51/i12/167217
Jonathan Bermúdez-Hernández, Alejandro Valencia-Arias, Walter Mauricio Montaño-Arias
{"title":"Conceptual Model for Innovation in the Approach of Market - Oriented Strategies","authors":"Jonathan Bermúdez-Hernández, Alejandro Valencia-Arias, Walter Mauricio Montaño-Arias","doi":"10.17010/ijom/2021/v51/i12/167217","DOIUrl":"https://doi.org/10.17010/ijom/2021/v51/i12/167217","url":null,"abstract":"","PeriodicalId":38358,"journal":{"name":"Indian Journal of Marketing","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-12-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42060204","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 : 2021-11-30DOI: 10.17010/ijom/2021/v51/i11/166734
Debarun Chakraborty, Shrirang Altekar
{"title":"What Drives People to Use Grocery Apps? The Moderating & Mediating Role of Customer Involvement and Trust","authors":"Debarun Chakraborty, Shrirang Altekar","doi":"10.17010/ijom/2021/v51/i11/166734","DOIUrl":"https://doi.org/10.17010/ijom/2021/v51/i11/166734","url":null,"abstract":"","PeriodicalId":38358,"journal":{"name":"Indian Journal of Marketing","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-11-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48052254","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 : 2021-10-19DOI: 10.17010/IJOM/2021/V51/I10/166440
Abhijit Vhatkar
This is a book review of Fast Cheap & Viral: How to Create Game-Changing Content on a Shoestring Budget authored by Mr. Aashish Chopra. The author has discussed an opportunity for creating viral videos at a meager budget in this book. Content marketing is growing day by day, and it has the power to create a viral sensation. The attention span of viewers is decreasing, and the competition between content marketers is increasing. The book addresses the importance of storytelling which can beat the production value in video marketing. The book emphasizes making videos for mobile devices and the distribution of videos. The book indicates that companies should not make advertisements in the name of viral videos. Content creators should add value to the life of viewers, engage with them, and provide them with the required information. At last, the book explains the use of video making for B2B and personal branding.
{"title":"Fast Cheap & Viral : How to Create Game-Changing Content on a Shoestring Budget","authors":"Abhijit Vhatkar","doi":"10.17010/IJOM/2021/V51/I10/166440","DOIUrl":"https://doi.org/10.17010/IJOM/2021/V51/I10/166440","url":null,"abstract":"This is a book review of Fast Cheap & Viral: How to Create Game-Changing Content on a Shoestring Budget authored by Mr. Aashish Chopra. The author has discussed an opportunity for creating viral videos at a meager budget in this book. Content marketing is growing day by day, and it has the power to create a viral sensation. The attention span of viewers is decreasing, and the competition between content marketers is increasing. The book addresses the importance of storytelling which can beat the production value in video marketing. The book emphasizes making videos for mobile devices and the distribution of videos. The book indicates that companies should not make advertisements in the name of viral videos. Content creators should add value to the life of viewers, engage with them, and provide them with the required information. At last, the book explains the use of video making for B2B and personal branding.","PeriodicalId":38358,"journal":{"name":"Indian Journal of Marketing","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-10-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42602457","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 : 2021-10-19DOI: 10.17010/IJOM/2021/V51/I10/166439
A. Tanwar, H. Chaudhry, M. Srivastava
Influencer marketing is a recently emerging strategy that involves engaging people who are influential in the digital domain to share sponsored content of a brand with their followers. The purpose of this article was to review the published literature on influencer marketing, conduct a content analysis of the academic literature, and furnish a classification based on different parameters. The content analysis led to a distribution of articles as per eight different categories. This article provided the first such literature review of influencer marketing literature for the period from 2008 – 2019 to analyze and present the trends of this new marketing tactic, industries and fields involved, different platforms of social media used, key areas and methods employed by the social media influencers to connect with their followers, and spread a brand message. It was found that the major focus areas and industries utilizing social media influencers (SMIs) for brand messages and engagement of the digital consumers are lifestyles, fashion, and beauty. Empirical research was found to be predominant during the period under study. The most popular issues in the recent studies were self-presentation, para-social interactions, para-social relationships, and the credibility of the SMIs.
{"title":"Influencer Marketing as a Tool of Digital Consumer Engagement : A Systematic Literature Review","authors":"A. Tanwar, H. Chaudhry, M. Srivastava","doi":"10.17010/IJOM/2021/V51/I10/166439","DOIUrl":"https://doi.org/10.17010/IJOM/2021/V51/I10/166439","url":null,"abstract":"Influencer marketing is a recently emerging strategy that involves engaging people who are influential in the digital domain to share sponsored content of a brand with their followers. The purpose of this article was to review the published literature on influencer marketing, conduct a content analysis of the academic literature, and furnish a classification based on different parameters. The content analysis led to a distribution of articles as per eight different categories. This article provided the first such literature review of influencer marketing literature for the period from 2008 – 2019 to analyze and present the trends of this new marketing tactic, industries and fields involved, different platforms of social media used, key areas and methods employed by the social media influencers to connect with their followers, and spread a brand message. It was found that the major focus areas and industries utilizing social media influencers (SMIs) for brand messages and engagement of the digital consumers are lifestyles, fashion, and beauty. Empirical research was found to be predominant during the period under study. The most popular issues in the recent studies were self-presentation, para-social interactions, para-social relationships, and the credibility of the SMIs.","PeriodicalId":38358,"journal":{"name":"Indian Journal of Marketing","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-10-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48045312","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 : 2021-10-19DOI: 10.17010/IJOM/2021/V51/I10/166438
R. Ramamurthi, Rajan Saxena, B. Krishnamoorthy, Gordhan K. Saini
Many Indian companies from manufacturing sectors such as industrial, consumer discretionary, and materials have forayed into international markets through exports, overseas ventures, mergers and acquisitions (M&As), joint ventures, etc. Still, there remain unanswered findings to be gained from new research to measure the degree of internationalization (DOI) of international business operations by applying an index, for the first time, to Indian manufacturing companies. Moreover, existing studies, predominantly emanating from developed economies, have explored DOI in the context of developed economies. The extant approaches are limited because explaining the phenomenon of measuring the DOI of firms from emerging economies using frameworks designed for companies in developed countries may lead to incorrect results, as they are characterized by institutional voids like poor governance, greater governmental control, and nascent institutions. This original empirical investigation researched vital phenomena pertaining to Indian manufacturing companies by addressing the gaps outlined above. Researchers can cite germane measures of DOI via the proposed index to support academics and practitioners to determine whether a specific Indian manufacturing company has recently ventured into or plans to launch into the international markets by employing a more thorough composite measure of DOI.
{"title":"Measuring the Degree of Internationalization (DOI) of Indian Manufacturing Companies","authors":"R. Ramamurthi, Rajan Saxena, B. Krishnamoorthy, Gordhan K. Saini","doi":"10.17010/IJOM/2021/V51/I10/166438","DOIUrl":"https://doi.org/10.17010/IJOM/2021/V51/I10/166438","url":null,"abstract":"Many Indian companies from manufacturing sectors such as industrial, consumer discretionary, and materials have forayed into international markets through exports, overseas ventures, mergers and acquisitions (M&As), joint ventures, etc. Still, there remain unanswered findings to be gained from new research to measure the degree of internationalization (DOI) of international business operations by applying an index, for the first time, to Indian manufacturing companies. Moreover, existing studies, predominantly emanating from developed economies, have explored DOI in the context of developed economies. The extant approaches are limited because explaining the phenomenon of measuring the DOI of firms from emerging economies using frameworks designed for companies in developed countries may lead to incorrect results, as they are characterized by institutional voids like poor governance, greater governmental control, and nascent institutions. This original empirical investigation researched vital phenomena pertaining to Indian manufacturing companies by addressing the gaps outlined above. Researchers can cite germane measures of DOI via the proposed index to support academics and practitioners to determine whether a specific Indian manufacturing company has recently ventured into or plans to launch into the international markets by employing a more thorough composite measure of DOI.","PeriodicalId":38358,"journal":{"name":"Indian Journal of Marketing","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-10-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44827608","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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