This research was carried out in a crucial time of transition when ad-believability is showing downward tendency and marketers earnestly require alternative tools for better customer connect. Appropriate reviews of literature helped us to understand how social spending can be …

India is the fourth largest consumer durable product market in the world. However, due to its rapidly changing economic environment, divide between urban and rural markets and heterogeneous demographic regions, it presents unique marketing challenges for green consumer durable products. …

Purpose: The purpose of this paper was to propose an Internet banking (IB) adoption model for emerging markets based on an Indian framework. It explored the role of accessibility, corporate image, demographic characteristics, perceived ease of use, perceived usefulness, self-efficacy, …

The study assessed the impact of viral advertising on product promotion. For this, an experimental study was first conducted to assess the effectiveness of a viral advertisement of Amway products (home, beauty, and nutrition) which was liked and shared maximum …