The purpose of this study is to find out the impact of awareness, privacy & safety, cost, convenience, social influence, and habits on the adoption of IoT in Indian banks. The sample size of 467 Indian customers has been taken for the study. The Confirmatory Factor Analysis (CFA) is applied for testing the reliability and validity as well as the suitability of the questionnaire for the research. Moreover, the Structural Equation Modeling (SEM) model is used for testing the hypotheses of the study, both CFA model fit and SEM model indices are found satisfactory in comparison with recommended values. The results reveal that convenience, social influence, privacy & safety, and awareness have a significant impact on the adoption of the internet of things in Indian banks. On the other hand, the results show that cost & habits do not have an influencing impact on the adoption of IoT. The current study is an attempt to examine the adoption of the internet of things in Indian banks. In India, there is a huge scope of application of IoT in different sectors as India is aiming at being a developed country and no doubt, such kind of ABOUT THE AUTHORS
The objective of this study is to determine the role of marketing strategies in brand favorability. It is a primary data research where data was collected through questionnaire. For analyzing purpose, AMOS and SPSS software have been used. A convenient sampling method was applied to select the respondents. The EFA is applied to construct the study dimensions. The validity and reliability were testing using the CFA outcomes. To test the hypotheses, the Structural Equation Modeling was used. The study found that, there is a positive and direct impact between distribution strategy, labeling strategy, advertising strategy, and brand favorability. Theoretically, the results can be used as a start point for making deep research in the same area. Practically, the results provide marketing managers with many suggestions for improving marketing strategies. The study results are limited only to the consumers in, small geographic area, Ibb town, Yemen.
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