Search results

1 – 9 of 9
Per page
102050
Citations:
Loading...
Access Restricted. View access options
Article
Publication date: 17 October 2016

Payel Das and Santanu Mandal

The purpose of this paper is to reveal the influence of social media in the development of brand sacralization in young consumers in emerging Asian market. Brand sacralization is…

12895

Abstract

Purpose

The purpose of this paper is to reveal the influence of social media in the development of brand sacralization in young consumers in emerging Asian market. Brand sacralization is the phenomenon where consumers (especially young) become an adherent of brands and consider brands as sacred entities. The paper specifically explores the influence of social media interaction and social media usability on brand sacralization and consequently its influence on online purchase intention (PI) and brand loyalty.

Design/methodology/approach

Perceptual responses were gathered from 232 undergraduate and postgraduate students (age: 17-27 years) studying in an Indian private university and is subsequently analyzed using structural equation modeling. The young population is chosen as the target sample as they possess majority stake in final product purchase decision nowadays and also contribute as a dominant consumer category in online market places.

Findings

The researcher found a strong positive influence of social media interaction and social media usability on brand sacralization. Further, brand sacralization is found to have a positive and significant influence on online PI and brand loyalty of young consumers. However, social media interaction does not contribute significantly to usability of social media. The researcher has also found a significant influence of brand loyalty on online PI for these young shoppers.

Originality/value

The study is the foremost to investigate the influence of social media in developing brand sacralization and its influence on online PI and brand loyalty. Further the study is the first to develop a measurement instrument for brand sacralization. The study is the foremost in developing measures for social media interaction and social media usability.

Details

South Asian Journal of Global Business Research, vol. 5 no. 3
Type: Research Article
ISSN: 2045-4457

Keywords

Access Restricted. View access options
Article
Publication date: 21 June 2021

Payel Das and Deepika Pradip

Despite a lot of agricultural initiatives by the government in a regionally diversified country like India, agriculture is poor, and farmer suicide cases are rampant. This study…

690

Abstract

Purpose

Despite a lot of agricultural initiatives by the government in a regionally diversified country like India, agriculture is poor, and farmer suicide cases are rampant. This study aims to socially transform and bring behavioural change among the farmers of southern India through the usage of new media. The research has gauged the factors that affect new media accessibility and usability, hindrances in the process and change of farmer’s behaviour through online social marketing bringing social transformation.

Design/methodology/approach

The study is action participatory in nature, and the data is triangulated by conducting a survey at the first level using the Delphi technique among 184 rural south Indian farmers who are smartphone users use new media, and at the next level, the farmers were requested to use WhatsApp for agricultural new sharing, and in the last stage, personal interview with entrepreneurs and farmers has been conducted to understand their new media adoption, e-learning and online social marketing.

Findings

New media is the best way to transform agricultural practices socially. It is a forum where all the farmers of the country can get together and address the issue of the agrarian crisis. Online social marketing (OSM) through WhatsApp is one of the best methods of behavioural change because different farmers can share their experiences and emotion for the crisis and give an appropriate solution to a problem. And, one of the most important features of OSM is it removes third parties from miscellaneous issues be it selling, buying or seeking and sharing information.

Research limitations/implications

Despite trying to cover different hindrances in the way of social marketing of agriculture, the study is not free without its limitations. Language was a barrier, and this study require a lot of time to perceive the changes and adoption. Also, due to time constraint, the authors have categorically clubbed innovators, early adopters and early majority in the same layer opinion leaders and adopters of innovation. These could be analyzed separately in five layers, as suggested by Rogers (1995).

Practical implications

From the managerial perspective, the government should extend services that teach the agriculturists, farmers the use of new media. The marketers and makers of apps and software can tap into this business for launching products for farmers. We need apps designed only for farmers, where agricultural and farming practitioners all over the country and globe can interact about their products, conditions of agriculture and give solution to issues arising in agriculture and farming.

Originality/value

The researchers posit that there are hardly any studies that provide strategies to the agricultural and farming sectors in a regionally diversified country like India. The study is one of its first kind to propose new media strategies to reach out to the farmers of different regions and segmentation for a behavioural change and adoption of new media for better and sustainable agriculture. It has gauged into the factors that affect new media accessibility and usability among farmers and simultaneously gave strategy for behavioural change.

Details

Journal of Social Marketing, vol. 11 no. 4
Type: Research Article
ISSN: 2042-6763

Keywords

Access Restricted. View access options
Article
Publication date: 19 June 2017

Santanu Mandal, Venkateswara Rao Korasiga and Payel Das

Tourism supply chains (SCs) are recently gaining importance and there is a dire need for empirical testing and theory development in allied areas. The current investigation aims…

772

Abstract

Purpose

Tourism supply chains (SCs) are recently gaining importance and there is a dire need for empirical testing and theory development in allied areas. The current investigation aims to explore the importance of management learning, relationship development, shared vision, inter-firm integration and technology perception as essential management capabilities required for the development of dynamic capability of tourism SC agility. Furthermore, the study explores the agile influence on competitive advantage.

Design/methodology/approach

The study collected perceptual responses from 233 active participants and respondents in the tourism sector. The collected data were analyzed for the validity of the proposed relationships through partial least squares.

Findings

Findings suggest relationship development, shared vision, inter-firm integration and technology perception as significant enablers. Furthermore, tourism SC agility was found to enhance competitive advantage.

Originality/value

The study further advances theory development and empirical testing through extending the concept of agility to tourism SCs and examining its enablers. Furthermore, the study developed measured for the utilized enablers of tourism SC agility through appropriate development in tourism contexts.

Details

Tourism Review, vol. 72 no. 2
Type: Research Article
ISSN: 1660-5373

Keywords

Access Restricted. View access options
Article
Publication date: 25 October 2024

Payel Das, Manoj Gaur Chintaluri, Santanu Mandal, Sarath Babu, V.V. Prasad Kotni and Raghu Raman

This study explored the enabler role of novelty-seeking and materialistic values on technology-based outcomes: usefulness, ease of use and enjoyment of virtual tourism…

84

Abstract

Purpose

This study explored the enabler role of novelty-seeking and materialistic values on technology-based outcomes: usefulness, ease of use and enjoyment of virtual tourism. Furthermore, this study explored the direct effects of Gen Z’s word-of-mouth intentions. The study also explored the contingent effects of gender and educational level.

Design/methodology/approach

Survey-based responses were gathered from 342 Gen Z participants using specific filtering criteria to ensure sample representativeness. Subsequently, the final responses were analysed using partial least squares.

Findings

The findings suggest a significant role for novelty-seeking and materialistic values in Gen Z’s overall perception of virtual tourism. Furthermore, with higher perceived usefulness, ease of use and enjoyment, Gen Zs are more inclined to share positive word-of-mouth for virtual tourism experiences.

Originality/value

This study aims to explore the orientation of Gen Zs toward virtual travel experiences in an emerging economy such as India. Implications for managers and practitioners are also discussed.

Details

Journal of Advances in Management Research, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0972-7981

Keywords

Access Restricted. View access options
Article
Publication date: 5 June 2023

Anubhav Tiwari, Payel Das, Ritesh Kumar Dubey, Tavleen Kaur, Saurabh Kumar Dixit and Santanu Mandal

This paper aims to explore the challenges faced by start-ups during COVID-19 and highlight solutions for catering to the new-normal consumer behaviour. The study accounts for 15…

314

Abstract

Purpose

This paper aims to explore the challenges faced by start-ups during COVID-19 and highlight solutions for catering to the new-normal consumer behaviour. The study accounts for 15 deep-tech start-ups sailing through the pandemic and their responsiveness. This study brings forth insights and experiences from the Indian start-up founders and CEOs during COVID-19.

Design/methodology/approach

This study uses a qualitative approach and is exploratory and phenomenological. A purposive sample of 15 young start-ups founded between the years 2013–2020 by founders aged between 24 and 41 was selected for the study. The recorded telephonic interview was collected from the founders from April 2021 to September 2021. The thematic analysis of the study evolves from Braun and Clarke (2006) using the MAXQDA 2020.

Findings

The study emphasizes upon challenges faced by start-ups, crisis management of start-ups and the relevance of technology-based start-ups during challenging times. This research provides a qualitative framework to establish the role of the technology acceptance model (TAM) towards the adaptability, responsiveness and resilience demonstrated by the start-ups. The findings also highlight the solutions to address challenges faced by start-ups and road to recovery.

Practical implications

The study has great relevance and lessons for budding entrepreneurs during crisis management. The study has implications for corporations and governments in terms of setting up incubators and accelerators to support budding entrepreneurs.

Originality/value

The study is unique in highlighting the relevance and importance of TAM for start-ups during crisis management like COVID-19. The study thrusts upon the need of technology acceptance for better crisis management.

Details

Qualitative Market Research: An International Journal, vol. 26 no. 4
Type: Research Article
ISSN: 1352-2752

Keywords

Access Restricted. View access options
Article
Publication date: 16 May 2022

Santanu Mandal, Payel Das, Gayathri V. Menon and R. Amritha

With the emergence of COVID-19 and increased infections, organizations urged their employees to work from home. Furthermore, with the on-going pandemic, employees take measures to…

1378

Abstract

Purpose

With the emergence of COVID-19 and increased infections, organizations urged their employees to work from home. Furthermore, with the on-going pandemic, employees take measures to ensure individual safety and their families. Hence, work from home culture can result in long-term employee satisfaction. However, no study addresses the development of work from the home culture in an integrated framework. Therefore, the current research explores the role of safety during the pandemic, organizational commitment and employee motivation on work from home culture, which may influence employee satisfaction. Furthermore, job demands and home demands were also evaluated for employee satisfaction.

Design/methodology/approach

The study used existing scales of the factors to develop the measures and collect perceptual responses from employees working from home, supported with a pre-test. The study executed a survey with effective responses from 132 individuals spread across different sectors to validate the hypotheses. The responses were analysed using partial least squares in ADANCO 2.2.

Findings

Findings suggest safety concerns along with organization commitment enhances work from home culture. Such work from home culture enhances employee motivation and employee satisfaction. Furthermore, job demands and home demands also influence employee satisfaction.

Originality/value

To the best of the authors knowledge, the study is the foremost to develop an integrated empirical framework for work from home culture and its antecedents and consequences. The study has several important implications for managers.

Details

Benchmarking: An International Journal, vol. 30 no. 4
Type: Research Article
ISSN: 1463-5771

Keywords

Available. Content available
Article
Publication date: 5 June 2017

394

Abstract

Details

South Asian Journal of Business Studies, vol. 6 no. 2
Type: Research Article
ISSN: 2398-628X

Available. Content available

Abstract

Details

Qualitative Market Research: An International Journal, vol. 26 no. 4
Type: Research Article
ISSN: 1352-2752

Access Restricted. View access options
Article
Publication date: 29 February 2024

Jenet Sagota Marandi, Payel Akter, Masud Rana and Kamal Krishna Biswas

This study aims to assess the nutritional status and physical fitness status of school children among major ethnic and Dalit populations, in Rajshahi, Bangladesh.

53

Abstract

Purpose

This study aims to assess the nutritional status and physical fitness status of school children among major ethnic and Dalit populations, in Rajshahi, Bangladesh.

Design/methodology/approach

Data were collected through structured questionnaires administered to mothers or caregivers of the children, followed by physical fitness assessments. Anthropometric indicators were used to evaluate nutritional status, including body mass index-for-age, height-for-age, and weight-for-height, based on Centre for Disease Control guidelines. Physical fitness was assessed through tests for flexibility, abdominal, muscular, speed, and lower limb strength. Statistical analysis was performed using SPSS.

Findings

Approximately 45% of boys and 55% of girls had normal nutritional status. However, the study also identified varying percentages of children with stunted, underweight, wasted, and mixed nutritional issues, highlighting the prevalence of malnutrition among this population. Boys consistently outperformed girls in terms of physical fitness across all age groups, with 84% to 90% of boys meeting established fitness criteria. Girls face a 1.8-fold and 2.2-fold increased risk of wasted and underweight conditions compared to boys. Lower-income group children exhibit a 2.6-fold and 1.6-fold increased risk of wasted conditions and underweight conditions. Children consuming meals twice a day have a 2.1-fold and 2.5-fold elevated risk of wasted and underweight conditions compared to others.

Originality/value

This study highlights the need for interventions and strategies to improve the nutritional and health status of ethnic children in Rajshahi, Bangladesh, considering their diverse dietary habits and lifestyles. By addressing these issues, the authors can empower these communities to actively contribute to the social and economic development of the region.

Details

Nutrition & Food Science , vol. 54 no. 3
Type: Research Article
ISSN: 0034-6659

Keywords

1 – 9 of 9
Per page
102050