Anjali Malik

Anjali Malik

PhD - Marketing

About

14
Publications
3,316
Reads
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43
Citations
Introduction
Skills and Expertise
Additional affiliations
September 2008 - March 2015
IILM Institute for Higher Education
Position
  • Professor (Full)

Publications

Publications (14)
Article
Full-text available
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...
Article
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...
Article
Evaluation of effectiveness of mobile marketing campaigns
Article
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,...
Article
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...
Article
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...
Article
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...
Article
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...
Article
Full-text available
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...
Article
Full-text available
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...
Article
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...
Article
Full-text available
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...
Article
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...

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Projects

Projects (7)
Project
We want to understand the different familial especially parental factors as possible antecedents in problematic online gaming behaviors.