01
Original Article
Open Access
Young Adults' Engagement with Facebook Advertisements : An Exploratory Study Using Theory of Planned Behaviour
Shampa Nandi, Saumya Singh
· pp. 9–28
DOI: 10.17010/ijom/2021/v51/i2/157548
Social networking sites have gained tremendous popularity and have become preferred media of communication, especially among young people. For the millennials and the generation Z, if any company is not online, it does not exist. This generation has grown up …
Keywords:
Facebook Advertisements, Young Adults, TPB Model, Engagement Level
02
Original Article
Open Access
Determinants of Continuance Intention to Use Mobile Wallet Services : Light Users vs Heavy Users
T. Thirumal Reddy, B. Madhusudhana Rao
· pp. 29–42
DOI: 10.17010/ijom/2021/v51/i2/157549
Mobile technologies and rapid popularity & usage among the businesses and consumers have led to revolutionary changes in the way the goods and services are marketed and consumed. The impact of mobile based communication strategies among modern marketers are more …
Keywords:
Mobile Wallet, Perceived Usefulness, Perceived Ease Of Use, Perceived Enjoyment, Satisfaction, Loyalty
03
Original Article
Open Access
A Bibliometric Analysis of Buzz Marketing : Research Areas, Concerns, and Suggestions for Advancement
Yogesh Mahajan, Ashutosh Gadekar
· pp. 43–59
DOI: 10.17010/ijom/2021/v51/i2/157550
Buzz marketing is widely used by marketers to generate buzz about products in the market. The purpose of this paper was to provide a complete overview of the existing 'buzz marketing' literature and to study current trends and future directions …
Keywords:
Buzz Marketing, Bibliometric Analysis, Citation Analysis, Co-Citation Analysis, Co-Occurrence of Words
04
Original Article
Open Access
A Research Note : More to Ponder on the Perspectives of Sustainability of Tourism Destinations
Sabari Shankar R.
· pp. 60–66
DOI: 10.17010/ijom/2021/v51/i2/157551
This research note focused on tapping the research opportunities on the perspectives of sustainability on tourism destinations. Being a short communication, the research note was created using the literary sources that concentrated only on the sustainability of tourism destinations. Growing …
Keywords:
No Keywords. Tourism, Destinations, Sustainability, Resources, Culture, Tourists' Knowledge
