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The purpose of this paper is to build a customer engagement strategy for an emerging market using the Internet of Things (IoT) origin real-time data analytics for a classical retail business to customer domain.

The study presented is twofold. First, it empirically tests a theoretical model where the impact of different parameters influencing customer engagement are validated, and its influence on the resultant parameters, i.e. brand loyalty and brand ambassador, is analyzed. Second, it emphasizes on the use of real-time IoT origin data in customer analytics to determine a customer engagement strategy.

Results indicate that the four parameters, i.e., value propositions basis the buying patterns, loyalty programs, personalized communication and involving the customer in the new development process are influencing customer engagement positively, whereas the parameter loyalty program scores the maximum regression weight. IoT plays a crucial role in generating the real-time data used for generating customer analytics that proves to be vital for the longevity of the organization.

The organizations need judicious blend of four parameters such as value proposition based on buying patterns, participation in new product development, personalized communication and loyalty program while designing the customer engagement strategy. Results drawn from the focused group interview highlight the power of IoT origin real-time data in the customer analytics further strengthening the need of customer centricity in an organization.

Identified need of building a customer engagement strategy for an emerging market with the help of IoT data is addressed in this paper that is identified as an unexplored area and a research gap.

This study aims to provide a systematic review about the Internet of Things (IoT) and its impacts on happiness. It intends to serve as a platform for further research as it is sparse in in-depth analysis.

This systematic review initially observed 2,501 literary articles through the ScienceDirect and WorldCat search engines before narrowing it down to 72 articles based on subject matter relevance in the abstract and keywords. Accounting for duplicates between search engines, the count was reduced to 66 articles. To finally narrow down all the literature used in this systematic review, 66 articles were given a critical readthrough. The count was finally reduced to 53 total articles used in this systematic review.

This paper necessitates the claim that IoT will likely impact many aspects of our everyday lives. Through the literature observed, it was found that IoT will have some significant and positive impacts on people's welfare and lives. The unprecedented nature of IoTs impacts on society should warrant further research moving forward.

While the literature presented in this systematic review shows that IoT can positively impact the perceived or explicit happiness of people, the amount of literature found to supplement this argument is still on the lower end. They also necessitate the need for both greater depth and variety in this field of research.

Since technology is already a pervasive element of most people’s contemporary lives, it stands to reason that the most important factors to consider will be in how we might benefit from IoT or, more notably, how IoT can enhance our levels of happiness. A significant implication is its ability to reduce the gap in happiness levels between urban and rural areas.

Currently, the literature directly tackling the quantification of IoTs perceived influence on happiness has yet to be truly discussed broadly. This systematic review serves as a starting point for further discussion in the subject matter. In addition, this paper may lead to a better understanding of the IoT technology and how we can best advance and adapt it to the benefits of the society.

The present work has proposed and employed an innovative hybrid method based on the combination of factor analysis and an artificial neural network (ANN) model to forecast customer satisfaction from the identified dimensions of service quality in India, a developing country.

The qualitative study is conducted with Internet banking users to understand e-banking clients' perceptions. The data is collected with the help of a questionnaire from randomly selected 208 customers in India. Firstly, factor analysis was performed to determine the influential factors of customer satisfaction, and four factors i.e. efficiency, reliability, security and privacy, and issue and problem handling were extracted accordingly. The neural network model is then applied to the factor scores to validate the key elements. Lastly, the comparative analysis of the actual ANN and the regression predicted result is done.

The success ability of the linear regression model is challenged when approximated to nonlinear problems such as customer satisfaction. It is concluded that the ANN model is a better fit than the linear regression model, and it can recognise the complex connections between the exogenous and endogenous variables. The results also show that reliability, security and privacy are the most influencing factors; however, problem handling and efficiency have the slightest effect on bank client satisfaction.

This research is conducted in India, and the sample is chosen from the urban area. The limitation of the purposeful sampling technique and the cross-sectional nature of the data may hamper the generalisation of the results.

The conclusions from the study will be helpful for policymakers, bankers and academicians. To our knowledge, few studies used ANN modelling to predict customer satisfaction in the service sector

The learning outcomes of this case are in understanding core concepts of brand management and brand dilution. Assessment of macro-economic risks and proper positioning strategies are the key take-away from this case. The case gives an understanding of how brands are built and positioned, and the pitfalls of poor brand planning and assessment that could lead to brand dilution. The case is useful for highlighting the importance of brand management and the challenges of re-positioning. The discussions would shed light on why it is important to plan and manage spending on marketing for brand building activities, and why brands would suffer when spending is reduced. This case is a teaching case and not a research case. It will help participants assimilate available information in combination with existing academic theories and publications to help develop an accurate assessment and prognosis of the events leading until the point of slicing the case.

Reid & Taylor in 2015 had been reduced to a discounter brand offering extended end-of-season sales when most other competitors have ended their promotions. In the 17 years since its big-budget launch in the Indian market in one of the most memorable brand introductions, Reid & Taylor changed its ambassador twice and repositioned itself thrice. The case would allow participants to delve deeper into aspects of marketing spending, brand management, positioning and advertising effectiveness. The case brings to the fore discussions on marketing, specifically on branding, positioning and its related advertising in the textile sector for a brand that has not been studied in academic literature until the present time. The discussion allows for novelty, involving both forward- and backward-looking assessments and evaluations to help participants better imbibe learnings in brand management and positioning.

The case is suitable for a graduate-level (Master’s level) course in marketing and brand management. This case is suitable for elective courses that discuss positioning and brands.

Teaching notes are available for educators only.

CSS 8: Marketing

When a company practices greenwashing, it breaks consumers’ trust by purposefully misleading them about its environmental practices or the benefits of its products/services. This study aims to contribute to the literature by testing the effect of perceived greenwash on green purchase intention through green trust, green perceived value and green skepticism. Furthermore, the study introduces environmental knowledge as a moderator in the relationship between perceived greenwash and three attitudinal factors by integrating the theory of cognitive dissonance and information asymmetry as a foundational framework.

The descriptive hypo-deductive research design was adopted to test the proposed model. This study performed survey research with a structured questionnaire. A sample of 432 responses was collected from youth living in India using a purposive sampling method. The validity and reliability of the model were tested using structural equation modeling, and moderation and mediation effects were examined using process macro.

The results support the mediation role of three attitudinal factors between perceived greenwash and green purchase intention. Furthermore, the moderation effect of environmental knowledge was significant between perceived greenwash and attitudinal factors, except between perceived greenwash and perceived green value.

This research offers valuable insights into the role of environmental knowledge and its moderating influence on shaping attitudes toward green purchase intentions. This study highlights green buying as an obscure risk, impacted by factors such as green trust, green perceived value, green skepticism and, ultimately, perceived greenwash. The proposed research framework carries significant implications for comprehending the underlying drivers of green purchase intentions, advocating for a strategic emphasis on truthful, transparent and verifiable communication by companies.

This study contributes to the existing knowledge base by delving into and examining the mediating and moderating factors influencing green purchase intentions, which was less emphasized in prior literature, especially within the context of India. The research provides empirical insights, establishes a theoretical consensus and unveils novel perspectives for reconsidering the intricate dynamics among environmental knowledge, perceived greenwash and diverse dimensions of green perceived value in the realm of sustainable products.