{"title":"IMC对LGBT群体科技产品推荐意向的影响因素","authors":"Aayushi Singh, Roktim Sarmah, Preeti Mehra","doi":"10.1177/09722629231169101","DOIUrl":null,"url":null,"abstract":"Integrated marketing communication (IMC) increases the efficacy and efficiency of marketing endeavours by consistently communicating with consumers via a variety of channels. In light of these black-box and complicated issues, this research proceeds with a unifying review of the IMC literature and tries to turn it in the direction of how the LGBT community has been portrayed in it and as an audience how they have been impacted. The purpose of this research is to understand and analyse the factors which play a major role in the potential customers of the LBGT community’s intention to recommend any technology products. We have developed eight hypotheses based on the UTAUT-extended model. The data were collected from 450 self-proclaimed LGBT community members from five major cities in India. The samples were collected using purposive and snowball techniques. The findings demonstrate that factors such as behavioural intention, user behaviour, consumer technology adoption, intention to recommend and IMC play a major role in motivating and influencing the community to adopt and recommend technology products.","PeriodicalId":44860,"journal":{"name":"Vision-The Journal of Business Perspective","volume":"29 4","pages":"0"},"PeriodicalIF":3.0000,"publicationDate":"2023-11-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Factors Affecting the Role of IMC on LGBT Communities’ Intention to Recommend Technology Products\",\"authors\":\"Aayushi Singh, Roktim Sarmah, Preeti Mehra\",\"doi\":\"10.1177/09722629231169101\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Integrated marketing communication (IMC) increases the efficacy and efficiency of marketing endeavours by consistently communicating with consumers via a variety of channels. In light of these black-box and complicated issues, this research proceeds with a unifying review of the IMC literature and tries to turn it in the direction of how the LGBT community has been portrayed in it and as an audience how they have been impacted. The purpose of this research is to understand and analyse the factors which play a major role in the potential customers of the LBGT community’s intention to recommend any technology products. We have developed eight hypotheses based on the UTAUT-extended model. The data were collected from 450 self-proclaimed LGBT community members from five major cities in India. The samples were collected using purposive and snowball techniques. The findings demonstrate that factors such as behavioural intention, user behaviour, consumer technology adoption, intention to recommend and IMC play a major role in motivating and influencing the community to adopt and recommend technology products.\",\"PeriodicalId\":44860,\"journal\":{\"name\":\"Vision-The Journal of Business Perspective\",\"volume\":\"29 4\",\"pages\":\"0\"},\"PeriodicalIF\":3.0000,\"publicationDate\":\"2023-11-14\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Vision-The Journal of Business Perspective\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1177/09722629231169101\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Vision-The Journal of Business Perspective","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1177/09722629231169101","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
Factors Affecting the Role of IMC on LGBT Communities’ Intention to Recommend Technology Products
Integrated marketing communication (IMC) increases the efficacy and efficiency of marketing endeavours by consistently communicating with consumers via a variety of channels. In light of these black-box and complicated issues, this research proceeds with a unifying review of the IMC literature and tries to turn it in the direction of how the LGBT community has been portrayed in it and as an audience how they have been impacted. The purpose of this research is to understand and analyse the factors which play a major role in the potential customers of the LBGT community’s intention to recommend any technology products. We have developed eight hypotheses based on the UTAUT-extended model. The data were collected from 450 self-proclaimed LGBT community members from five major cities in India. The samples were collected using purposive and snowball techniques. The findings demonstrate that factors such as behavioural intention, user behaviour, consumer technology adoption, intention to recommend and IMC play a major role in motivating and influencing the community to adopt and recommend technology products.
期刊介绍:
Vision-The Journal of Business Perspective is a quarterly peer-reviewed journal of the Management Development Institute, Gurgaon, India published by SAGE Publications. This journal contains papers in all functional areas of management, including economic and business environment. The journal is premised on creating influence on the academic as well as corporate thinkers. Vision-The Journal of Business Perspective is published in March, June, September and December every year. Its targeted readers are researchers, academics involved in research, and corporates with excellent professional backgrounds from India and other parts of the globe. Its contents have been often used as supportive course materials by the academics and corporate professionals. The journal has been providing opportunity for discussion and exchange of ideas across the widest spectrum of scholarly opinions to promote theoretical, empirical and comparative research on problems confronting the business world. Most of the contributors to this journal range from the outstanding and the well published to the upcoming young academics and corporate functionaries. The journal publishes theoretical as well as applied research works.