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The Contribution of Social Media in Fueling Rebellion Among Teenagers

Marketing strategists have utilized social media platforms to increase sales, establish brand identity, and raise awareness. However, there are difficulties in converting public participation into financial growth. As a result, the current study looked into the challenges and success of social media marketing in attracting customers. The food retail market in India was the focus of the study because it has a diverse retail pattern and a simultaneous rise in social media use and internet use. The quantitative component of the research helped identify the relevant factors that customers perceive as having a significant impact on social media marketing's efficacy. Interviews with social media strategists were part of the qualitative research component, which helped decipher the implemented strategies as well as the opportunities and challenges associated with social media marketing. Two major Jakarta-based retailers served as the subjects of the study. According to the quantitative results of the survey, consumers did not consider the social aspect of social media marketing to be helpful in achieving their goals. Customers' perceptions of the relevance of social media marketing were found to be significantly influenced by factors such as belief (relevance of social media in obtaining up-to-date information and the capacity to share experiences), community participation (active participation in a retailer's social media page and stimulating the retail brand), monetary (obtaining better prices and free coupons for making purchases), and psychological (seeking a sense of affiliation and belonging in the community and establishing and maintaining relationships with other members).

Published by: Sania Savani, Neha Bhansali, Shreya Pagare

Author: Sania Savani

Paper ID: V8I5-1223

Paper Status: published

Published: November 24, 2022

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Research Paper

A Study on Corporate Social Responsibility as a Marketing strategy

This research paper provides a detailed review of corporate social responsibility being used as a marketing strategy. We take a look at all those impacted by CSRs, especially customers and employees. Customers tend to be more loyal towards companies which are socially responsible and an organisation performs better and improves their brand image along with goodwill. There has also been a significant increase in the spending of companies for CSR in the last few years. This comes as it positively impacts a company by being a marketing tool. Successful CSR activities affect consumer retention as it strengthens customer relationships and trust.

Published by: Aafreen Shaikh, Tanisha Shetty, Mann Poddar, Dr. Varsha Agarwal

Author: Aafreen Shaikh

Paper ID: V8I5-1197

Paper Status: published

Published: November 14, 2022

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Research Paper

A study on negative impact of advertisement on children

The purpose of this research is to make a review of the impact of television advertisements on children to understand the potential effect of TV advertising and specific pessimistic view of that exposure to young audiences. The study was conducted by using secondary data. Advertisement is a form of communication. It is about different products, services or ideas to its audiences. This paper deals with the analysis of negative impacts of advertisements on children which are telecasted on the television. In the present scenario TVs play an important role in our daily lives. The impact of advertisements on children is becoming catastrophic day by day. Findings indicated that television is not only providing entertainment, but also force young children to demand for must have items. Earlier, young children were off limits to advertisers and now they directly appeal to them. Advertisements create awareness among children in different aspects like entertainment, culture, news, sports and latest innovations & trends. In spite of this, all of these advertisements create a negative impact on children's minds. The adverse effects on children are interpreting and understanding the message being presented to them wrongfully. Aspects of the impact of TV advertising on children has spoiled their habitual actions, leading to pester, emerge conflicts and animosity in the family, increase the family budget, make demand for less nutritious products linked with obesity and poor health, imitate celebrities etc while it provides limited advantages.This paper deals with its negative effects and how to overcome those effects and provisional measures.

Published by: Saniya Thombre, Shirin Badlawala, Mansha Dedhia, Dr. Varsha Agarwal

Author: Saniya Thombre

Paper ID: V8I5-1199

Paper Status: published

Published: November 14, 2022

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Research Paper

Maggi out of a “big soup”

Maggi as a word is one that each Indian recognizes and Maggi as a brand is one that each Indian loves. Over the years, Maggi Noodles has become an emotion rather than a brand. Bringing back nostalgic memories of childhood and solving instant food problems for all social classes; Maggi Noodles has always been the go-to solution. After being the household favorite for over 32 years, in 2015 was a ban imposed on Nestle’s Maggi Noodles. Combating a long fight was not easy for Maggi, especially as it was in the constant public light and there were people protesting (Reddy, 2020). To date, questions still arise about the health hazards of Maggi and this research has been conducted to understand just how much these questions have impacted consumer buying choices. We have done so by creating a survey asking various questions about the subject's relationship with Maggi, gathering these responses, and analyzing them. Some questions asked were ‘How often do you consume Maggi noodles? ,‘Did you crave Maggi during the Maggi ban?’, ‘Is Maggi a synonym for noodles to you?’ etc. Through this extensive research, we found the answers to our questions and realized that even though Maggi has had its fair share of setbacks, it is still the leading instant noodle brand in India and is loved by people of all ages alike (Ray, 2016).

Published by: Aaren Panikar, Sana Sidhu, Noor Fatima Moolji, Dr. Varsha Agarwal

Author: Aaren Panikar

Paper ID: V8I5-1202

Paper Status: published

Published: November 14, 2022

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Research Paper

Aviation industry

The aforementioned paper is an attempt to understand the aviation industry and address its most common problems. This is an industry that traditionally tends to operate on very thin margins. Considering the tremendous pressure that’s been building on them in terms of growth in the frequency of flights, the number of flyers, and high fuel prices, it’s important to sustain what’s under their control, and their clientele qualifies as the most important element. Operational tools help to find the solution to most of the problems faced while running this industry.

Published by: Apoorva Kumar, Khushi Goel, Naksh Grover, Ayush Agarwal, Shrinkhala Nair

Author: Apoorva Kumar

Paper ID: V8I5-1205

Paper Status: published

Published: November 14, 2022

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Research Paper

A study on the value of promotion in the telecom industry of India

(Gaj, 2022) Promotion is a type of marketing communication that is used in many sectors and in a variety of situations to help businesses achieve their goals, including bringing in new customers and retaining existing ones while also fostering customer loyalty. This research study offers a thorough examination of how promotion plays a role in influencing customers in India's evolving telecom market. This study delves further into the various promotional strategies employed by businesses like Airtel, BSNL, Vodafone Idea (VI), and Jio to attract customers and urge them to utilize their telecom services. The research looked at Jio's marketing approach of offering free internet and telecom service for three months after its start, and how this enabled Jio to draw in a lot of customers and grow into a significant business following its arrival. The research study also concentrated on the relationship between successful promotion and the development of consumer loyalty and a positive brand image for the business. Therefore, the study looks after the importance of promotion in the telecom industry can lead to a significant change in the buying behavior of the consumers in India, and also how it has helped the companies to gain a better position in the market by improving their market share.

Published by: Aryan Patel, Krish Shah, Gaurav Bagaria, Chaitanya Ameser, Arnav Goyal, Varsha Agarwal

Author: Aryan Patel

Paper ID: V8I5-1206

Paper Status: published

Published: November 14, 2022

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