Vandana Ahuja

Symbiosis Institute of Business Management-Noida

Corporate Blogs are fast emerging as new organizational tools for marketing, building brand relationships and Customer Relationship Management. This study has been conducted to analyse the ability of an organization to use its Corporate Blog as an e-CRM tool. We attempt to study the impact of brand communication (content type and volume), hosted on...

Customer anxiety and cutbacks are the biggest factors influencing marketing budget allocation in recent times. The collaborative web or Web 2.0 as it is termed provides several low-cost opportunities for marketing and customer relationship management (CRM). While offering numerous touchpoints for interaction with current and prospective consumers,...

The internet provides opportunities for marketing which extend from the micro level of electronic contacts to the macro level of new business opportunities. As the democratisation of consumer expression leads to a viral proliferation of information online, the new age communication ecosystem has prompted the need for a careful evaluation of the pot...

The collaborative web or web 2.0 as it is termed, provides several low-cost opportunities for Internet Marketing and customer relationship management. While offering numerous touchpoints for interaction with current and prospective consumers, the web also offers access to vast amounts of consumer-generated data, which can give organizations access...

The world is undergoing a transformation as technology enters every ecosystem. Subsequently, there is a need to develop higher-order digital skills to ensure one's employability as professionals need to build digital competencies to remain competitive in the current work environment. Additionally, businesses must also continue to update their digit...

Microblogging platform Twitter is being used more and more by businesses to promote and connect with their brands. The main goal of this manuscript is to identify the content typologies that Disney Plus Hotstar utilizes on Twitter to encourage customer engagement. This has been accomplished through the usage of technique termed as Netnography. The...

The hospitality sector is a big contributor to the Indian economy. According to a recent report by KPMG, the Indian hospitality industry is projected to grow at 16.1% CAGR to reach Rs 2,796.9 thousand crore in 2022. The hospitality sector provides jobs to a large number of people and defines a service sector which is growing in popularity with an i...

With the upsurge of innovation, transformation, and digitization in the Indian banking sector there has been a paradigm shift in banking operations. The evolution of mobile banking, internet banking, and facilities like ATMs have altered the way consumers use banking facilities. The Indian banks are racing to upgrade their tech infrastructure and d...

Human beings are increasingly social, and the growth of social media is a function of increased urbanisation, internet penetration, and digitisation, which have witnessed an increase in the number of internet users, active social media users, unique mobile users, and active mobile social users. This chapter will enable readers to appreciate the con...

Due to technological advancement, the economy is shifting from market-driven stature to a network-oriented economy, and social media has captured prime IT trends of the technology world. The banking sector has also been trapped in the digital wave, and the banks are compelled to focus and redefine their digitalisation processes as they witness a ra...

Online communities have brought major changes in the behaviour of consumers in the travel and tourism industry. Travellers frequently rely on the User General Content (UGC) to make their travel-related decisions. Avid travellers join travel communities and actively look for unbiased information, and share their own experiences. This paper explores...

Attitude towards advertising is recommended as a valid and significant predictor of advertising outcomes such as consumers' ad engagement, brand attitude, and purchasing behaviour. In the past, the major models developed and determinants used for evaluating attitudes toward advertisements were influenced by the early consideration that advertisemen...

Technology is the mast that keeps the flag of the entertainment industry flying high. As technology evolves and the mode and quality of entertainment changes vigorously, India represents one of the Top 5 Entertainment and Media markets across the world. The growing usage of 3G, 4G and portable devices, rising advertising revenues, growing consumer...

This manuscript presents how an Over-the-Top platform like Netflix India uses social media as a digital tool for enhancing consumer engagement and building strong consumer-brand relationships using netnography as a tool.

The e-commerce market has grown tremendously in India over the last few years across all product categories and industry verticals. In this chapter, an attempt has been made to identify and explore the two factors that influence the success of adoption of e-commerce by apparel selling firms in India. The explored factors are the consumer internet s...

Due to technological advancement, the economy is shifting from market-driven stature to a network-oriented economy, and social media has captured prime IT trends of the technology world. The banking sector has also been trapped in the digital wave, and the banks are compelled to focus and redefine their digitalisation processes as they witness a ra...

This article describes how the retailing business has changed drastically in the recent times. The emergence of Internet and mobile channels are primarily responsible for this. The present generation comprises of a group of consumers with strong purchasing power and superior online habits in comparison to previous generations. The younger generatio...

The environmental pollution has compelled apparel brands in India as well as international markets to adopt green based strategies. Such strategies help organisations build a loyal consumer base. It is imperative to explore the motivations and challenges faced by firms producing green apparel, more so given the limited research available on this to...

This study elucidates data obtained from social media pages of 8 different FMCG brands and suggests how trust can be measured among the companies' customers and prospects. This is done by assessing the response of people through their likes, comments and reactions to the company's posts. It can determine whether followers and visitors to the compan...

Social media has brought about a huge transformation in the way people interact, share information and socialize. This changing trend has created opportunities for organisations to divert their marketing spending on social media platforms, as this enables a more direct interaction and engaging relationship with customers. This paper presents a revi...

This review of literature on antecedents factors of mobile apps adoption offers guidance on future research by categorising and synthesising the results and conclusions of 37 peer-reviewed papers from Scopus and Google Scholar databases. The factors identified were personal (cognitive, affective, behavioural, personality, and motivations) and perip...

The proliferation of E-commerce sector has rapidly increased the number of online shoppers and e-retailers, thereby raising a need to study an online consumer. Increasing number of online shoppers, spurt in mobile penetration, secure payment gateways and improved logistics infrastructure are the key factors affecting the domestic online market. Thi...

The tourism industry in India represents a booming sector. This is because of the advent of a large number of foreign tourists every year as well as the demographic dividend of India's population, which is increasingly adopting tourism as a lifestyle constituent. Additionally, the revenue generated by this sector makes it very important for India....

This research article examines how green consumers form perceptions about green brands by creating a frame of reference for such consumers in the apparel category. A research instrument was developed to measure consumer brand perception towards green apparel brands and a survey was conducted on 317 fashion students at undergraduate and post-graduat...

Social media platforms are powerful tools that can help organizations to gather user preferences and build profiles of consumers. These sites add value to business activities, including market research, co-creation, new product development, and brand and customer management. Understanding and correctly incorporating these tools into daily business...

The purpose of this paper is to investigate how the Kirkpatrick Learning Evaluation Model (1950) can be augmented to make it more credible and successful evaluation parameter in the changing times. Since the advent of Information Technology industry the rigid structures of organizations are replaced by the Flat/Matrix structures, removing the bars...

Contemporary times are about technology, Innovation and revolutionary ideas. Management Education needs to keep pace with the changing times and educational institutes need to offer a value proposition which is in sync with the needs of the industry and the needs of the youth today. This manuscript identifies 7 elements(curriculum, learning mechani...

Social media usage is proliferating and millions of consumers are logging onto Facebook, the world's biggest digital platform. The vastness of the individual database and the huge amount of information generated by the individuals in the online domain make Facebook an interesting tool for marketers. This article evaluates how an organization like J...

Recruitment is the process of identifying and hiring the right talent for a job in an organization, within a timeframe and by incurring the least expenses. The life cycle of the recruitment process starts from identification of an open position which needs to be filled to the candidate joining the organisation formally. On hearing the word recruitm...

In this technological age, the information technology (IT) industry is an important facet of society and business. The IT industry is able to become more efficient and successful through the examination of its structure and a larger understanding of the individuals that work in the field. Multidisciplinary Perspectives on Human Capital and Inform...

The marketing landscape has evolved to a great extent with the advent of Internet strategy integration, refined Internet marketing metrics, increase in wireless networking, rising consumer ownership of computers, the era of big data and e-commerce, influencer marketing, and the evolution of the Internet. To tap this virtual environment, newer metho...

Digital marketing is a proliferating field that has opened new challenges for marketers. These challenges address concepts of website navigation, searchability, and garnering online traffic-issues that are critical to any organization’s online presence. This chapter identifies website characteristics, studies the role they perform in the context of...

Technological advances and the speed with which new technologies are being embraced by organizations, along with the rising power of the consumers and their ability to get what they want, when they want it, from whomever they want, have opened up new challenges for customer relationship management and marketing. Thus the need for understanding the...

Contemporary times are about technology, Innovation and revolutionary ideas. Management Education needs to keep pace with the changing times and educational institutes need to offer a value proposition which is in sync with the needs of the industry and the needs of the youth today. This manuscript identifies 7 elements(curriculum, learning mechani...

In this world of growing social media usage, organizations need to adopt well directed social media strategies to create relationships with consumers. Social media marketing enhances consumer engagement and creates brand awareness. This paper aims at studying the impact of the Facebook content posted by 5 online apparel brands, on building trust am...

This article describes how the retailing business has changed drastically in the recent times. The emergence of Internet and mobile channels are primarily responsible for this. The present generation comprises of a group of consumers with strong purchasing power and superior online habits in comparison to previous generations. The younger generatio...

The Marketing landscape has hugely evolved with the advent of internet strategy integration, refined internet marketing metrics, increase in wireless networking, rising consumer ownership of computers, the era of big data and e-commerce, influencer marketing and the evolution of the internet. In order to tap this virtual environment, newer methods...

This manuscript traces the changes in the organisational ecosystems which will pave the way for the evolution of the business systems for 2020 and studies the diverse applications of the internet of things (IoT). IoT can help companies in creating new value streams for customers, speed time to market and respond more rapidly to customer needs. The...

Advancement in technology has made the working style of organisations boundary-less. Shrinking the barriers of the teams spread across geographically disparate locations has led to the formation of 'virtual teams'. This paper aims to explain that it is vital for any organisation to understand the abilities of their employees which help them to func...

The changing marketing landscape has seen the advent and adoption of new tools like shopping apps for consumers. The conventional models which have studied Information Technology (IT) acceptance and adoption by consumers have found that adoption is a function of perceived usefulness and ease of usage. Other models have emphasised Quality, Enjoyment...

Digital technologies have squeezed the entire world into a small frame. Trade and transactions never stop, and they go where the customer is. Time and location are no longer an advantage or a limitation. It is a strange new world for marketers. They must reinvent their strategies and tool kits to win in this hyper- connected world. This has changed...

Inbound marketing focuses on producing relevant, audience captivating, high quality content that attracts consumers towards the online presence of a specific organization, brand or product. This study has been conducted using the online marketing research technique called netnography ? a qualitative and interpretive methodology for the study of use...

This paper traces the journey of the marketing mix paradigm from its inception through continuous debate and discussion over the years. It traces the evolution of marketing mix components and the transformation of the marketing paradigm as society, technology, media, information and money have changed. A significant evolution of technology has chan...

Advances in communication and information technology create new opportunities for organizations to build and manage virtual teams. Virtual teams have become a norm for organizations whose members work across disparate geographical locations, relying primarily or exclusively, on the usage of Information and Communications Technology (ICT) for the co...

Websites play a pivotal role in contributing to the brand identity of an organization and an even greater role in stimulating the brand-consumer relationship. This manuscript proposes a framework for measuring the Brand Contribution Index (BCI) for a website. The authors commence the study by identifying eight significant website dimensions viz. Re...

Contemporary industries face new competition requiring employees to work for longer hours under competitive time bound deadlines. Prolonged exposure to such stressful situations leads to a depletion and exhaustion of resources in the mind and body; with dysfunctional effects on job performance and overall organizational effectiveness. The Indian IT...

IT enabled interactivity has lead to the creation of an online dialogue which can be leveraged by organisations for the dual purposes of building brand equity and building customer relationships. While touching the subject of new interactive marketing communication tools offered by the contemporary collaborative web, this paper focuses on the use o...

The nature of jobs in the service industry, are characterized by complex work systems and customer orientation; which require huge emotional labor. These multitudinous demands on the personal and professional fronts, lead to a depletion and exhaustion of resources of the mind and body. Prolonged exposure to such situations has been found to have dy...

Information technology industry is the fastest booming and high-gross profit making industry in the world. The employability size of this industry is no wonder very high and covers a major proportion of the service sector. This industry is the perfect model of individual skills, team-cohesion and organisational success hence it is a complete role-m...

The study is intended to explore the impact of rebranding strategies on customer information processing for five brands of fast moving consumer goods (FMCG) segment. Rebranding strategy is being widely used to revitalize brands across all product categorie. There are few researches in past identifying factors that are driving success or failure of...

Digital marketing is a proliferating field that has opened new challenges for marketers. These challenges address concepts of website navigation, searchability, and garnering online traffic -issues that are critical to any organization's online presence. This chapter identifies website characteristics, studies the role they perform in the context o...

The purpose of the study is to explore the impact of rebranding strategies on customer information processing of consumer electronics brands. Five to seven factors have been identified for five brands of consumer electronics. Application of statistical tools like factor analysis, ANOVA test have been found useful in deriving the outcomes of the stu...

The evolution of human society, improvement in communication processes, and digital convergence have provided innovative opportunities and challenges for marketing as the Internet moves ahead to play significant roles in the consumer decision making process. This chapter explores significant issues in the context of the Internet, consumer decision...

The purpose of this paper is to investigate how the Kirkpatrick Learning Evaluation Model (1950) can be augmented to make it more credible and successful evaluation parameter in the changing times. Since the advent of Information Technology industry the rigid structures of organizations are replaced by the Flat/ Matrix structures, removing the bars...

Growth in technology has brought the world economy on a single platform which has deeply impacted the working pattern of organizations. It is the increase in usage of internet technology which facilitated the process of bringing individuals across the globe together and forming teams to help them achieve defined tasks. This change in corporate scen...

Technological advances and the speed with which new technologies are being embraced by organizations, along with the rising power of the consumers and their ability to get what they want, when they want it, from whomever they want, have opened up new challenges for customer relationship management and marketing. Thus the need for understanding the...

The internet plays two important roles in marketing-influencing consumer behavior and harnessing consumer intelligence. While its vital for organizations to evaluate consumer intentions and provide consumers the necessary information they are looking for, equally important is the need for collecting consumer data by studying the consumer behavioral...

This manuscript extracts an exhaustive list of employability skills and subsequently uses them to develop an empirical model termed as the ‘Twirl of Dexterity' using a set of eight well defined skills. These skills form the core of the model along with 24 attributes of each skill, which form the periphery. These together help organisations decipher...

This paper aims to explain that it is vital for any organization to imbue employee skills assessment before tailoring any training program and has further accelerated the genesis of the ‘Training-Chart' which is an indicator of both employee skills and organizational expectations .Exploratory research method is used for this study and Employability...

In today's world, as online consumers become more price sensitive, less brand loyal and more sophisticated, e-Customer Relationship Management (CRM) and e-marketing becomes a strategic necessity for attracting and increasing consumer's patronage. This manuscript traces the evolution of e-marketing and demonstrates the relationship between the Web P...

Internet users have several characteristics that differentiate them from other online users, so the aim of this research study is to segregate online consumers into diverse consumers segments on the basis of their online shopping behaviour. In this paper, the diverse stages of the consumer decision making process have been discussed and this study...

In today's world, as online consumers become more price sensitive, less brand loyal and more sophisticated, e-Customer Relationship Management (CRM) and e-marketing becomes a strategic necessity for attracting and increasing consumer's patronage. This manuscript traces the evolution of e-marketing and demonstrates the relationship between the Web P...

Customer Relationship Management or CRM is an enterprise-wide initiative which belongs to all areas of an organization. It reflects the comprehensive strategy and process of acquiring, retaining, and partnering with selective customers to create superior value for the company and the customer. In the era of IT-enabled relationship management, organ...

This paper attempts to take a dive into the Facebook marketing approaches and tactics of Dominos India. With this paper, there has been an effort to analyse the content at the Facebook page of Dominos, while trying to figure out which kind of content was able to build more relationship with the consumers on the basis of number of likes, shares and...

Globalization and the resultant transition to virtual work are changing the dynamics of critical business relationships today. The organizational fabric is undergoing a transformation. The new knowledge economy, coupled with the modern customer based relationship approach has transformed the shape of business, catalyzed further by the internet revo...

This paper details the usage of online communities to influence consumer price sensitivity for expensive, medium, and low cost products by formulating a research instrument, which is accomplished through an extensive literature review of price effects prevalent in the online domain. The research study further examines the impact of reference price...

The evolution of human society, improvement in communication processes, and digital convergence have provided innovative opportunities and challenges for marketing as the Internet moves ahead to play significant roles in the consumer decision making process. This chapter explores significant issues in the context of the Internet, consumer decision...

The web has become a place where many live, play and work. It is the ultimate customer empowering environment and in the emerging world of ecommerce where customers are surrounded with myriad choices, organizations are faced with a challenge of meeting consumer expectations in a highly competitive world. The following study aims at analyzing the ab...

Business Online Communities are fast becoming excellent tools for operational and collaborative Customer Relationship Management (CRM) with co-creation soon gaining pace as a strategic outcome of Collaborative CRM. This research article aims at analyzing the determinants of Individual Network Value (INV), further goes on to develop a framework for...

In a fiercely competitive environment, organizations that want to retain their consumers and increase consumer-brand loyalty need to focus on increasing the consumer's brand knowledge along with the consumer emotion about the brand. Our previous research already indicates that increasing consumer-brand knowledge (CBK) and emotion contributes to inc...

Online business communities are fast emerging as new organizational tools for customer relationship management, marketing, brand management and for a multitude of other purposes such as building strong online trust and reciprocity. This study has been conducted to do an analysis of the online community of Apple in detail by using Netnography, which...

This paper focuses on the role of online communities in performing two important functions of CRM - building trust and enhancing perceived value in consumers. The paper moves ahead to study the features of online communities which make them part of the value delivering and enhancing mechanisms in organizations. The individual features ranging from...

As corporates proceed to develop new product brands, changing market and consumer situations throw up the need for re-looking at age-old branding strategies and corporate beliefs. Increased competition, more informed consumers, changing global scenarios and economic conditions have brought into focus the need for developing strategies to increase v...