Bhawna Agarwal

Amity University | AU · Amity College of Commerce and Finance

The article proposes a conceptual model based on social media advertising, which examines the impact of some identified antecedents such as entertainment, informativeness, credibility, incentives, pre- purchase search motivation and social escapism motivation on attitude towards social media advertising and further see the impact on purchase intent...

The phenomenal growth of social media sites has enticed the companies to target their consumers by advertising through most used mediums, hence it becomes crucial for the advertisers to carefully design the ads thereafter also check its effectiveness The purpose of this paper is to propose a conceptual model which determines the impact of various a...

The leading objective of this paper is to unearth the influence of culture and personality of Indian consumers on their impulsive buying behaviour. A lot of research has been done to study the influence of external stimuli like advertisements and in-store promotions on consumers’ buying behaviour. This paper studies the influence of internal stimul...

The purpose of the article is to provide a comprehensive advertising model, which examines the impact of the identified predictors such as entertainment, informativeness, irritation, credibility, incentives and personalization on social media advertising value (SMAV) and further see the impact of SMAV on the attitudes of millennials towards social...

The growing power of the Internet has transformed the world into a small virtual place, thereby removing the geographical barriers of the world. The supremacy of the Internet has paved the way for social media advertising, which is a revolutionary change in the marketing industry. Millennials are no longer the passive recipients of information, but...

The study is based on companies that went through IPO on the Bombay Stock Exchange (BSE) and/or National Stock Exchange in the period 2011-2012. The paper applied a disclosure index comprising of 78 items to quantify the amount of information regarding intellectual capital included in the IPO prospectuses of Indian companies. The sum of disclosed s...

In large scale surveys, sampling frames are mostly incomplete. Hence, in the present paper, methods of estimation of the population mean and variance have been developed and formulae for estimators from incomplete frames in the case of SRSWOR and SRSWR are derived. The theory has been substantiated through a numerical problem. This example clearly...