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This research represents a theoretical extension of the extended Technology Acceptance Model (TAM) to study the consumer adoption of mobile coupons. We developed a model to test the relationship between theoretical constructs spanning technological and cognitive influence processes and their impact on Behavioural Intention. This study aims to integrate price consciousness and value consciousness into the promotional effectiveness framework. The results of the study indicate that perceived usefulness and perceived ease of use influence attitude, which in turn influences the intention to use m-coupons. Social influence and compatibility play a major role in influencing the intention to use mobile coupons. The key objective of this research paper is to study the role of value consciousness and price consciousness as moderating variable in predicting the customer intention to use mobile coupons. The high value conscious and price conscious customers indicate more interest in redeeming m-coupons than other customers. This result confirms that in the mobile technology context, traditional adoption models such as TAM could be applied but needs to be modified and extended in order to increase their prediction and explanation power.

India is relatively new in adopting social media and this paper try to identify the factors influencing customer engagement in Facebook brand pages. The main source of data used in this article is from Facebook's insight data. The 134 selected Facebook Brand Pages were monitored regarding both the brand's activity (posts) as well as the consumers' interactions with the brand's activity (likes, comments, etc.). The Fanpage Karma, a social-media monitoring tool was used to collect the data. A conceptual framework is provided that helps to understand the factors influencing the consumer engagement in Facebook brand pages. This paper proposes an empirical model based on Indian Facebook brand pages, which can help in increasing the brand engagement in Facebook brand pages.

Research on the development, intention to use, and the use of mobile coupons is scanty, particularly in developing countries such as Malaysia. Therefore, this paper examines consumers’ intention to use mobile coupon (m-coupon). The authors considered several factors and developed the conceptual framework underpinned on an extended Technology Adoption Model (TAM). The data analysis was based on 781 valid responses from four locations in Malaysia. The results indicate that perceived usefulness, attitude, and social factor influence the behavior and intention of consumers to use mobile coupons. The results also indicate that gender and price consciousness emerged significant as moderating variables. The findings in this paper could be useful in extending existing knowledge on what matters most to those considering the use of mobile coupons, and eventually provide a deeper insight into what are needed for consumers to deploy this innovation. This knowledge would also help to design and develop improved mobile coupon applications. Finally, the authors discussed several research and management implications, and suggestions for future research.