Sudarsan Jayasingh

• PhD
• Professor (Associate) at Sri Sivasubramaniya Nadar College of Engineering

In the evolving world of influencer marketing, Artificial Intelligence (AI) influencers are creating significant impact and transforming the approach to brand promotions on social media platforms. In recent times, many popular brands have partnered with AI influencers to engage with their social media audiences. AI influencers have become popular a...

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’...

Artificial Intelligence voice enabled digital assistants, such as Alexa, Siri and Google assistants are increasingly used by Generation Z’s Day to day life. This study attempts to study Gen Z satisfaction level of these new age voice enabled digital assistants and its determinants. 235 valid responses were collected using online survey. The results...

Social media brought new opportunities not only for entertainment and marketing but also for knowledge sharing and learning. This research attempted to examine the effectiveness of social media as an educational tool and its impact on knowledge sharing among college and university students. The study used social cognitive and connective theories to...

Omnichannel retailing is a revolutionary business strategy of recent years which allows customers to engage with retailers using multiple channels and touchpoints to make their shopping experiences better. The main purpose of the current research is to identify the determinants of omnichannel shopping intention for sporting goods. This research app...

Online product review and rating is considered one of the most important factors influencing the purchasing behaviour. Today ecommerce sites received massive number of reviews and it becomes difficult for customers to read all the reviews. Online product review is one of widely researched area and many researchers have proposed models to predict re...

The demand for electric vehicles (EVs) has significantly increased in recent years, but it represents only a tiny percentage of the total new vehicles sold globally. In 2021, the total sales of electric two-wheelers were less than 1% only. Therefore, the adoption of an electric two-wheeler (E2W) needs to be studied. This research develops a behavio...

India is one of the rapidly growing economies in the world. India is looking at renewable energy as a viable alternative in the long run but it also faces a lot of challenges in switching over to renewable energy sources. In this background, this paper attempts to discuss the challenges in the integration of renewable energy in the existing energy...

There is a transformation going on in the Electricity Sector of India from an electricity deficit country to an electricity surplus country. Due to the concern over climate change, sustainable development and environmental pollution and other related factors, the government is also changing the energy mix from focusing only on traditional sources t...

Organizations need to make quick and quality decisions to survive in today's competitive environment. The business intelligence (BI) market has moved away from IT-centric solutions to user-driven solutions. Business intelligence and cloud computing are two important technologies that have been widely adopted in business organizations in recent year...

Social media are widely used in regular operations of many companies, including start-ups, small, medium and large organizations. The Social media are fundamentally changing the way we communicate, consume, collaborate and create. It creates one of the most transformative impacts on business. The most significant consequence of social media has bee...

Marketers today use social networking sites as their communication channel to promote their brands. There is a growing importance to this media to increase consumer’s online participation and engagement. The aim of this research it to identify the determinants of consumer brand engagement behavior in Facebook brand pages and its impact on brand loy...

Happiness is the experience of pleasure, satisfaction, or affirmative well-being, pooled with a sense that one’s life is good, significant, and valuable. Happiness is a rational or emotional condition of comfort defined by optimistic or enjoyable emotions ranging from satisfaction to intense delight. The study had been carried out with the objectiv...

Indian insurance companies are new in adopting social media marketing and this research paper try to identify the post characteristics that drive consumer engagement in Facebook brand pages. The data used for this study was obtained from the post of five brands of Indi-an life insurance companies’ official Facebook brand pages. The data collection...

Indian insurance companies are new in adopting social media marketing and this research paper try to identify the post characteristics that drive consumer engagement in Facebook brand pages. The data used for this study was obtained from the post of five brands of Indi-an life insurance companies' official Facebook brand pages. The data collection...

Objectives: Indian brands are relatively new in using Facebook brand pages and this paper provides an insight about consumer responses in Facebook brand pages. The main purpose of this paper is to examine the 100 Indian brand pages and analyze how customers reacts to brand posts in their Facebook pages. Methodology: The data for this study was base...

Social media are widely used in regular operations of many companies, including start-ups, small, medium and large organizations. The Social media are fundamentally changing the way we communicate, consume, collaborate and create. It creates one of the most transformative impacts on business. The most significant consequence of social media has bee...

Objectives: The objectives of the study are to identify the service quality factors or dimensions and variables which influence customers’ behavioral intention of the selected public sector banks in Tamil Nadu. To develop and suggest an integrated structural measurement model by using the models of Service Quality and Behavioral Intention and to su...

In this study, we conducted a systematic and structured literature review to develop the conceptual framework for customer brand engagement in social media sites. The social media is rapidly changing the way brands are communicating with their primary consumer segments. Customer brand engagement relatively new in the marketing literature has only l...

A mobile coupon is a new form of sales promotion tool used by marketers to advertise their products or services. This chapter examines key factors in consumers’ intention to use mobile coupons (m-coupon). The authors considered several factors and developed the conceptual framework underpinned on an extended Technology Adoption Model (TAM). The dat...

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 Adop...

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 integ...

This study based on the technology acceptance model (TAM) and presents an extended TAM that integrates social influence, compatibility, perceived credibility and coupon proneness construct into the TAM to analyzing adoption behavior of mobile coupons (MC). The proposed model was empirically tested using data collected from a survey of 824 consumers...

Distributing discount coupons through mobile phone text messages or short message service has become the latest promotional strategies of companies. Mobile coupons present an exciting new opportunity to target consumers with highly customized offers. Not much research is done on the factors influencing attitude and behavioral intention of consumers...

Mobile coupons present an exciting new opportunity to target consumers with highly customized offers. Research on the factors influencing attitude and behavioral intention of consumers using mobile coupons is scanty. This study uses the extended technology acceptance model (TAM) as the underpinning to analyze the attitude and behavioral intentions...