With growing digitization, the challenge for marketers is to understand how consumers consuming Over-The-Top (OTT) content adopt and consume messages in this format effectively. Superimposing the theoretical framework of Uses and Gratification meant for television to internet platform, this paper in a novel approach tries to understand the consumption patterns and adoptability factors of OTT among consumers. The qualitative methodology adopted for this research, brought out four themes enabling the success of this platform: Convenience, mobility, content and subscription strategies. These strategic parameters will ensure higher engagement levels of the consumers for the OTT content.
This paper studies the role of social media in India's Green School Initiative with special reference to Green schools of Gujarat under Sarva Shiksha Abhiyan (SSA) project conceptualized and executed by the Government of Gujarat. By using a socio psychological framework researchers have tried to explore the role of social media in facilitating the Go green campaign, creating awareness and promoting sustainable education during the Green Schools Initiative in Gujarat. This study is based on in‐depth interviews of 35 Green school Principals of who were proactively involved and observed the processes of conceptualization and implementation of social media strategies of government green schools. This research explores the role of different social media platforms like Facebook, Twitter, YouTube, Email, Text messaging etc. during the Green Schools Initiative in Gujarat. Little research on the role of social media in promoting the Green schools’ concept has addressed school owners, sustainability, and green school practices. Policies requiring green infrastructure and sustainable practices are gaining popularity quickly and becoming more common. However, we know little about how different social media platforms have enabled Green schools to inform people and mark their social presence. Environmental awareness is the need of the hour.
Abstract: The objective of this paper is to understand how SWIFT has become the monopoly in terms of the digital payment transaction industry. The methodology adapted in this paper is qualitative secondary research case study method. The study undertook a literature review analysis where the literature of more than fifty research papers and reports were analyzed and themes were generated. Hence twelve such themes evolved and then thematic content analysis was executed through grounded theory method.
The reliability of the data source mentioned were taken from relevant organizations involved in cross border payments and validation of the reports were done by experts in this field of financial ecosystem. SWIFT still enjoys monopoly in the market in terms of its huge network and the number of banks it partners across 200 + countries in the world. But the new block chain technology launched by Ripple and Bitcoin and other small start-ups has posed a challenge to the existing traditional cross border payment system of SWIFT. Block chain has a peer-to-peer communication with no intermediary network required. It involves a simple transaction charge with the flexibility to share documents over network for better transparency. But SWIFT having a legacy incredibility and trust can ensure more reliable services to the businesses in cross border payments.
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