Anubha Anubha

• Ph.D
• Professor at Jaipuria Institute of Management,Ghaziabad (India)

Online reviews help customers make an informed purchasing decision, which is important for experience goods. The objective of this paper is to rank online retailers based on apparel quality evaluative criteria. For this, a multi-step methodology is adopted. Initially, topic modeling through Latent Dirichlet Allocation (LDA) is applied on the access...

Based on the applications of various technologies like automation and artificial intelligence, RegTech enables institutions to comply with regulations and to improve client identification, fraud detection, rule adoption, and data collection. It assists them to be more efficient, accurate, and flexible in dealing with the ever-changing regulatory re...

Purpose This study aims to examine the impact of online travel reviews (OTR) on tourists’ intention to travel based on the stimulus–organism–response (SOR) model. Further, it explored the mediating effects of tourist trust in OTR. Design/methodology/approach In this direction, this study proposes and empirically validates a conceptual model after...

Purpose YouTube (YT) has become a trend among millennials, and thus, marketers are trying to harness the power of it to communicate with them. Global marketers need to understand the mechanism of communicating via YT advertising (YTAD), especially in India that consists of 440 million millennials to re-strategize their YT communications. Consequent...

This study synthesizes the artificial intelligence literature into a Meta‐analytic framework based on the theory of reasoned action and the unified theory of acceptance and use of technology 2, and examines concrete relationships between the constructs of this framework. This meta‐review also performed a moderation analysis to investigate the possi...

Despite its staggering growth, fairly little remains known regarding what actually drives the players’ intent to play multiplayer online games (MOGs), which exposes an important research gap. Correspondingly, we empirically test a mediated moderation model to demonstrate how various gratifications and stimuli affect player’s (particularly the Gener...

Stockpiling emerged as a common feature during the second wave of COVID-19 as people rushed to markets to stock up everything from packaged foods such as biscuits, noodles, packaged rice and edible oils, to hygiene and sanitizing products, to medicines and oxygen cylinders, the list is endless. Accordingly, it becomes imperative to investigate this...

Purpose This study aims to examine the effects of in-game advertisement congruity, interactivity and intrusiveness on gamers’ attitude towards advertising and purchase intention towards advertised brands based on the stimulus-organism-response (SOR) model. Design/methodology/approach This study uses a structured online questionnaire to collect the...

Purpose The purpose of this study is to examine the role of attitude as a mediator in exploring the Halal cosmetics purchase intention of Indian Muslim women. Various drivers of electronic word of mouth (eWOM) (quality, quantity, consistency and quantity) have been tested as antecedents of purchase intention through the lenses of the elaboration li...

Marketing communications are witnessing a historic change in current times with online digital video advertising becoming a trend. Marketers are spending a significant pie of advertising budget on such video advertising on YouTube as it is a prevalent digital video channel among Generation Y. Purchasing decisions of this generation are influenced b...

Indian economy witnessed a plummeted growth in past few years leading to recession. The entire economic activity all over the globe was disrupted due to the COVID-19 pandemic. To revive the economy out of recession, various monetary and fiscal stimulus measures were announced by the Government of India. The objective of this research was to assess...

Purpose This study aims to examine the impact of electronic word of mouth (eWOM) on behavioural intentions of Indian urban millennials to use it when they book travel. The eWOM has been measured on the basis of four dimensions, namely, perceived credibility, quality, quantity and completeness. eWOM attitude is studied as a mediator. Design/methodo...

The present study tries to find out the impact of travel websites features on online consumer engagement. The study also examines the impact of online consumer engagement on the purchase intentions of customers who visit travel websites before making any travel decision.The current study uses CFA (Confirmatory Factor Analysis and SEM (Structural Eq...

One of the most significant changes in the financial services sector over the past few years has been the appearance and development of bancassurance. Banking institutions and insurance companies have found bancassurance to be an attractive – and often profitable – complement to their existing activities. The successes demonstrated by various banca...

One of the most significant changes in the financial services sector over the past few years has been the appearance and development of bancassurance. Banking institutions and insurance companies have found bancassurance to be an attractive – and often profitable – complement to their existing activities. The successes demonstrated by various banca...