Anjali Malik

Purpose The marketing of immersive and competitive online gaming products has proliferated in recent times. Consumption has also shown a substantial increase, especially among children. Such elevated levels of gaming have adversely affected children’s overall well-being. This paper aims to examine the role of parental attachment variables in enhanc...

In 2016, the managing director of Wingreens Farms, a social enterprise based in India, was considering the company’s future. Wingreens Farms partnered with rural Indian farmers living in poverty to produce and sell homemade processed foods, including salsas, dipping sauces, hummus, garlic butter, breads, teas, organic fresh pickled sprouts, microgr...

Evaluation of effectiveness of mobile marketing campaigns

Multiple factors influence the development of gaming dependency among adolescents. Much of the extant literature identified risks associated with its development and its consequences. However, impact of Indian culture and family characteristics on gaming dependency in India is largely unknown. The paper reports the findings of an exploratory study,...

This study offers insights into counterfeiting purchases by focusing on consumers in a rural BOP in India. More specifically, effects of individual characteristics like consumers’ demographic factors and psychographic factors are examined and the various products related characteristics and situational characteristics are explored. Qualitative...

This paper extends the unified theory of acceptance and use of technology (UTAUT) model to explain the acceptance and use of third generation mobile value-added services (3G MVASs) by consumers. The UTAUT model was found limited only to the utilitarian perspective, whereas previous literature established that purchase intentions are also product of...

With a very high prevalence of addiction among children and adolescents, Video Gaming today is a multi-billion dollar industry. Extant researches on Problematic Gaming habits of adolescent focus on the effect of this addictive behavior on individual and probable remedies in case of addiction. This working paper examines the determinants of this kin...

Viral marketing may take advantage of e-Mavenism to inexpensively promote a product by marketing primarily to those with the strongest influence in the market. This is more applicable in the current age scenario, with “Word-of-Mouth” marketing taking prevalence with the tremendous growth for social networking. Previous researches have modeled the v...

In this era of digitization, viral marketing may take advantage of e‐Mavenism i.e. high network value of customers, to inexpensively promote a product on various social networking sites. Previous researches examined specific psychological parameters of customers to identify seeds (customers with stronger network influence) through viral interaction...

This research paper integrates elements from factors defining consumer behaviour with acceptance of technology to identify and measure the factors influencing customers’ acceptance of m-commerce.The factors that motivate a consumer to engage in m-commerce are a blend of strategy, technology and marketing. The results revealed that perceived usefuln...

Word-of-mouth Marketing (WOMM), which is defined as intentional influencing of customer-to-customer communications by employing suitable marketing communication techniques, is increasingly becoming an important research agenda. In this article an attempt has been made to review the previous literature in the area of WOMM and findings have been summ...

The basic aim of the course/s taught in B-Schools in the realm of Business Communication (BC) is to introduce the students to the basics of business communication concepts, insights, techniques and strategies. The focus throughout is mainly on creating awareness among the students on various 'receptive' as well as 'expressive' communication skills...

Government’s decision to partially decontrol the fertilizer sector increased the prices of phosphatic and potassic fertilizers but urea remained under all statutory controls. This has resulted in decrease in the consumption of the former and increase in the latter. Fertilizer consumption is vital for the food grain production of India. Thus, this p...