In the present time of web-based social networking, visual communication assume a key job in business and public communication. Social networking with its astute features has the ability to pull in numerous to interface with others. Visual communication plays key role in engagement behavior on social media further adding to sales. The high quality visual improves visibility in Social Networking Sites and are being selected as organization's key activity. Thus, the present study proposes a theoretical model of how visual communications through consumer engagement on corporate Social Networking Sites pages influences the consumer-brand relationship. Structural Equation Modelling has been used and validated the effect of visuals with informative, entertaining and remunerative content on consumer engagement further leading to consumer-brand relationship. Uses and Gratifications Theory has been adopted to study the behavioral response of the customers in relation to consumer engagement in social media context. This is a pioneering work to measure the mediation effect of consumer engagement to check the dominance of mediation (consumer engagement) over direct relationship between independent (visual contents) and dependent variable (consumer-brand relationship) on Facebook. In future similar study may be conducted in other social media platforms.
Purpose YouTube has emerged as the most innovative social networking sites (SNS) with exclusive features at that time which allowed users to post, view, comment and link to videos on the site. The purpose of this paper is to investigate the way emotional appeals are being used in YouTube advertisements to promote their products by considering various big brands of different industries in emerging market like India. The advertisement that induces consumer’s emotions can cause subconscious reactions which supersede consumer’s logical and pragmatic responses to create the unbreakable bond with a brand. Design/methodology/approach The study has taken online video advertisements which were uploaded on YouTube by different companies. The advertisements considered for the study were selected on three criteria: having more than 1,00,000 subscribers; videos having Indian advertisements; and have released at least one popular advertisement of minimum 1,00,000 views monthly in the period January 1-December 31, 2016. Random sampling method was used. Content analysis of 150 video advertisements was done to assess the influence of positive and negative emotions on consumer engagement. Multiple regression method is used taking the stepwise method. Findings The present study focused on emotional aspects of the advertisement that induce consumer engagement through SNS. The marketing strategies mainly focus on rational aspects as well as emotional aspects. The study suggests that in emerging economy like India, people heavily rely on emotions rather than logical information regarding any goods or services; hence, we considered both positive and negative emotional aspects in the study so as to measure the influence of emotional appeals on consumer engagement. Positive emotional appeals like contentment, happiness and love have the positive influence on the consumer engagement. On the other hand, negative emotional appeals are negatively related to the consumer engagement. Originality/value The present study aims at measuring ripple effect of the emotional appeals on ads and also tries to compare the impact between positive and negative emotional appeals so that it becomes easy for the marketers to determine the context in which it can be applied. For this purpose, YouTube video ads from India have been taken as the object of study from different industries.
Purpose The contribution of women toward entrepreneurial activities has gained significant attention in recent years because of economic and social concerns, government support and initiatives and increased education and awareness. Women’s entrepreneurial activity has increased and women-owned businesses can today be found in every sector of the economy, irrespective of region. In India, government bodies such as the Ministry of Micro, Small and Medium Enterprises (MSMEs) and several other organizations (private and NGOs) have adopted considerable measures to promote women entrepreneurship (WE). To improve WE, the critical factors of WE adoption need to be identified and evaluated. The purpose of this paper is to identify, prioritize and evaluate the critical success factors of WE adoption in Indian MSMEs. Design/methodology/approach This paper proposes a methodology based on fuzzy analytical hierarchal process to prioritize the critical success factors of WE adoption. A numerical analysis of Indian MSMEs is presented to demonstrate the use of the proposed method. This proposed method considered fuzzy framework, which can handle impreciseness and uncertainty. Sensitivity analysis is also performed to test the robustness of the proposed model. Findings Potential critical success factors are identified from relevant literature and validated by industry experts. This research finalize the critical success factors of WE adoption in Indian MSMEs under seven dimensions, so prioritization of identified critical success factors can be developed and insights relationship of factors would be explored. The results of the study found that individual, management and government dimensions take paramount importance while women aim to become entrepreneurs in Indian MSMEs. Research limitations/implications This study is limited to identifying evaluation factors; other factors have not been identified and categorized. Evaluation is one by experts in this area so it is natural that views of decision-makers may be subjective and vary with regard to industry-type, priorities, resources, etc. Practical implications This study will help industry to identify, evaluate and prioritize factors for successful implementation of women entrepreneurship. MSMEs could device these factors by applying the outcome of the study in their decisions with higher priority to implement women entrepreneurship culture. Originality/value Potential factors are identified from relevant literature and validated by industry experts. Indian MSMEs could device these factors by applying the outcome of the study in their decisions with higher priority to adopt women entrepreneurship.
The present era of industrialization and globalization has added a lot of comfort and luxury to human life but has also lead to an alarming situation of huge environmental degradation incorporated with all the involved activities. Today, the entire sector in the world economy is facing huge challenge to deal with the environmental problems and their related impacts in their day to day businesses. Not only the business firms have realized the importance of the environment but more than that an immense awareness is seen among the consumers and general public for the same. Due to all these reasons the business organizations have started modifying their activities and strategies so as to ensure protection to our natural resources and environment. In this context the financial sector and especially the banks can play an important role in promoting environmental sustainability. Sustainability is one of the most important factors driving the strategy making process of the business fraternity. Though we have realized very late that any development needs to be sustainable and equitable but the positivity lies in the fact that currently there has been an increasing concern for sustainable development among all the sectors in the economy including the financial sector. In financial sector, the various services that have adopted green business are banks, stock brokerage companies, credit card companies and also the companies of consumer finance. The concern for environmental sustainability has given mass recognition to the concept of corporate social responsibility. The potential benefits of the concept has gained the interest of the regulatory authorities, society, NGOs, employees, customers as well as the international bodies to the issue. In this regard, this concern for environmental sustainability by the banks has given rise to concept of Green Banking. In an emerging economy like India, environmental management needs to be the key focus area of the business fraternity and especially the banking industry being the major intermediary. This would help the firms in the emerging economies utilize their limited resources in an optimum way without harming the natural environment and face the global challenge of sustainability in successful manner. In the present paper green banking and sustainability has been discussed in detail. The paper also highlights on the stages, initiatives, benefits and future of green banking in Indian context. Some case studies in Indian context are also being discussed here in order to understand the importance of green banking in the present times. The paper also discusses about the various organizations and laws and guidelines for environmental conservation and sustainability and Green Banking.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
hi@scite.ai
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.