Yuvika Gupta

Uttaranchal University | UIT · Uttaranchal Institute of Management

This paper examines and recognizes various attributes of "Society" and "Sustainable Entrepreneurship" of small and medium entrepreneurs of manufacturing units in Uttarakhand, India. The rationale was to analyze the relationship among "societal factors" with "Sustainable Entrepreneurship" and the impact of "societal factors" on "Sustainable Entrepre...

The purpose of this study was to explore the relationship between online reviews and ratings through text mining and empirical techniques. An Indian food delivery portal (Zomato.com) was used, where 50 restaurants on Presence Across Nation (PAN) basis were selected through stratified random sampling. A total of 2530 reviews from were collected, scr...

Where past literature has studied the unified theory of acceptance and use of technology (UTAUT) model to a large extent, the research in the domain of UTAUT3 is limited. Further, different studies on m-learning acceptance in the higher education sector report different values of correlation among constructs of the model. This study fills this gap...

This study investigated how online advertising via social media & hedonic value impact impulse buying especially for Indian street food. The current study is focused on college students to see how impulse buying takes place for Indian street food when online advertising via social media is being done. The current study is based on the sample of 460...

Purpose: The purpose of this paper is to identify the viability of the extended Unified Theory of Acceptance and Use of Technology Model 3 (UTAUT3) model among the teachers especially during COVID-19 towards the use of technology. Design/methodology/approach: An extensive primary survey has been conducted through a well-structured tool under UTAUT...

Purpose: This study aims to contribute to literature on mobile learning (m-learning) by proposing four research clusters whereby scholars can expand m-learning research to facilitate effective learning experiences for students. Design/methodology/approach: This study reviews student-centric literature on m-learning since 2010 and presents insights...

In order to facilitate effective learning experiences for the students, mobile learning (m-learning) has evolved as a powerful component of education – learning and teaching. M-learning, as opposed to electronic learning (e-learning) which uses small and portable devices along with laptops and desktops, uses mostly small and portable technological...

This study investigated the impact of celebrity endorsement on behavioral intention during Covid-19 pandemic situation. The study was conducted on Uttarakhand (India) youngsters and explored celebrity influence and trust on social advertising. By using quantitative approach, the study analyzed the youngsters' behavioral intention during the outbrea...

With exponential growth of the digital payments services in India in recent years, tthis study is made with a specific intent of proposing the factors responsible for awareness and perception towards digital payments (e-payments). The study shows that factors such as trust, usefulness, ease of use, perceived risk and security & satisfaction impacts...

The education sector significantly affects the economic, political and social development of any nation and is a key to enhance country’s competitiveness in the global economy. Higher education is critical to India’s aspirations of emerging as a major player in the global knowledge economy. This paper takes a comprehensive look at the various stage...

With 1 billion monthly active users as of June, 2018, Instagram is undoubtedly one of the most popular social networking apps in the world (TechCrunch, 2018). In today's scenario it has become the most popular gaining and giving popularity to people through app. Hashtags have become the jargon of the Generation Y. Every life story finds its way thr...

Purpose - This article emphasizes on the initiatives and policy measures taken by the Indian government for improving the current status and future prospects of financial inclusion in digital India on the basis of facts and data provided by various secondary sources. It also focuses on how digital products and services are helping the government in...

In the current scenario there are many challenges that people have to deal such as running a home, doing daily routine works like cooking/cleaning, bringing up children and handle the tight work schedules. Work-Life Balance is the burning issue today because it affects the productivity of the organizations. Organizational success depends on people....

In the current era it is very important to develop a direct contact with the customers because customers are the ultimate determinats and the success of the company depends on customer satisfaction. So companies are using different techniques to provide information about the product to the customers like e-commerce, call center, on-line shopping et...

The market for anti ageing products and services has being growing rapidly for the past decade. Demand for anti ageing products and services are driven by several important social and economic factors including: demographic changes, social attitudes, health care structure, delivery and prices, and the state of scientific research on ageing. There h...