Indian Journal of Marketing最新文献_第9页

Exploring Key Growth Drivers and Strategies for Enhancing Performance of Indian Food Tech Startups 探索提高印度食品科技初创企业业绩的关键增长驱动因素和战略

Indian Journal of Marketing Pub Date : 2022-01-19 DOI: 10.17010/ijom/2022/v52/i1/159847

A. Munshi, A. R. Singla

引用次数: 1

‘The New Normal’ and the Strategies of Marketers to Attract Consumers “新常态”与营销人员吸引消费者的策略

Indian Journal of Marketing Pub Date : 2022-01-19 DOI: 10.17010/ijom/2022/v52/i1/167652

Debarun Chakraborty, Ganesh Dash

引用次数: 3

Investigating Gamification Effect of Frequent Flyer Program on Brand Loyalty in the Aviation Industry 航空业常旅客计划对品牌忠诚度的游戏化效应研究

Indian Journal of Marketing Pub Date : 2022-01-19 DOI: 10.17010/ijom/2022/v52/i1/167650

Balgopal Singh

引用次数: 0

Internal Branding : Developing a Predictive Model for the Indian Service Sector 内部品牌：为印度服务业开发预测模型

Indian Journal of Marketing Pub Date : 2022-01-19 DOI: 10.17010/ijom/2022/v52/i1/167649

P. Sehgal, Sarika Kaushal, M. Sagar

引用次数: 0

Conceptual Model for Innovation in the Approach of Market - Oriented Strategies 市场导向战略方法中的创新概念模型

Indian Journal of Marketing Pub Date : 2021-12-10 DOI: 10.17010/ijom/2021/v51/i12/167217

Jonathan Bermúdez-Hernández, Alejandro Valencia-Arias, Walter Mauricio Montaño-Arias

引用次数: 0

Twitter Blue Tick - A Study of its Impact on Society Twitter Blue Tick——对其社会影响的研究

Indian Journal of Marketing Pub Date : 2021-11-30 DOI: 10.17010/ijom/2021/v51/i11/159441

Sunil Barsaiyan, Charu Sijoria

{"title":"Twitter Blue Tick - A Study of its Impact on Society","authors":"Sunil Barsaiyan, Charu Sijoria","doi":"10.17010/ijom/2021/v51/i11/159441","DOIUrl":"https://doi.org/10.17010/ijom/2021/v51/i11/159441","url":null,"abstract":"The Twitter account verification badge or popularly known as “blue tick,” is the most in-demand feature. Twitter calls it an authentication sign, not the endorsement, and as per policy, it can be assigned only to the accounts of public interest. Still, it is an aspiration for many users, and many discussions keep happening around it. In this paper, a systematic review of academic and industry literature was done to study the user understanding and aspiration for the blue tick badge, its impact on the users and society at large, and the platform’s policy to award them. Results showed that the blue tick is the “status symbol” for Twitter users, and accounts with this badge are considered elite and influencers. This perception for blue ticks is not sentimental but has been crafted by the platform by keeping its supply low and restricted to famous account owners. Also, the study highlighted that there are no specific and clear guidelines on Twitter’s end for account verification and disproof. As a result, the platform comes at the center of controversy and public ire on several occasions. The results of the study also contribute towards building theory and drawing managerial implications for industry practitioners. This study is unique as no past research has been conducted to deep dive into the blue tick ecosystem, though it is one of the most talked-about topics on the internet. © 2021, Associated Management Consultants Pvt. Ltd.. All rights reserved.","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":"47872618","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}

引用次数: 0

What Drives People to Use Grocery Apps? The Moderating & Mediating Role of Customer Involvement and Trust 是什么驱使人们使用杂货应用程序?顾客参与与信任的调节与中介作用

Indian Journal of Marketing Pub Date : 2021-11-30 DOI: 10.17010/ijom/2021/v51/i11/166734

Debarun Chakraborty, Shrirang Altekar

引用次数: 5

Fast Cheap & Viral : How to Create Game-Changing Content on a Shoestring Budget 快速、廉价和病毒式传播:如何以有限的预算创造改变游戏的内容

Indian Journal of Marketing Pub Date : 2021-10-19 DOI: 10.17010/IJOM/2021/V51/I10/166440

Abhijit Vhatkar

引用次数: 0

Influencer Marketing as a Tool of Digital Consumer Engagement : A Systematic Literature Review 影响力营销作为数字消费者参与的工具：系统文献综述

Indian Journal of Marketing Pub Date : 2021-10-19 DOI: 10.17010/IJOM/2021/V51/I10/166439

A. Tanwar, H. Chaudhry, M. Srivastava

{"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}

引用次数: 2

Measuring the Degree of Internationalization (DOI) of Indian Manufacturing Companies 印度制造业企业国际化程度(DOI)的测度

Indian Journal of Marketing Pub Date : 2021-10-19 DOI: 10.17010/IJOM/2021/V51/I10/166438

R. Ramamurthi, Rajan Saxena, B. Krishnamoorthy, Gordhan K. Saini

{"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}

引用次数: 1