01
Original Article
Open Access
Trends in Electronic Word of Mouth Research : A Bibliometric Review and Analysis
Kala Mahadevan, Sujata Joshi
· pp. 8–26
DOI: 10.17010/ijom/2021/v51/i4/158468
This aim of this paper was to evaluate the research literature on electronic word of mouth (EWOM) by conducting a bibliometric analysis of research papers in the Scopus database both from a global as well as an Indian perspective. The …
Keywords:
Word of Mouth, Electronic Word of Mouth, EWOM, Bibliometric Analysis, Bibliometrix, Biblioshiny, Citation Analysis, Literature Review
02
Original Article
Open Access
Does Political Marketing Strategy Affect Performance of National Political Parties in Lok Sabha Elections ?
Pooja Sharma, Abhay Grover
· pp. 27–43
DOI: 10.17010/ijom/2021/v51/i4/158469
India is the largest democratic country in the world. It gives the right to its citizens to vote irrespective of their caste, religion, status, or gender. However, the health of a democracy can be influenced by political marketing. The political …
Keywords:
National Political Parties, Lok Sabha Elections, Marketing Strategies, Political Party Performance
03
Original Article
Open Access
Attitude of Generations : Does It Matter Online ?
Mary Rani Thomas, Jain Mathew
· pp. 44–57
DOI: 10.17010/ijom/2021/v51/i4/158470
Generational examinations are turning out to be necessary with the characteristics they exhibit. This research work aimed at establishing the interceding relationship of disposition of three distinctive generations - Generation X, Generation Y, and Generation Z. In complete, 1200 responses …
Keywords:
Web Atmospherics, Generation X, Generation Y, Generation Z, Attitude
04
Original Article
Open Access
Effect of Gender, Age, and Marital Status of Grocery Consumers on Their Perceived Retail Store Image : A Study of Organized Grocery Market in India
Parmod, Usha Arora
· pp. 58–71
DOI: 10.17010/ijom/2021/v51/i4/158471
The retail industry is changing with an unprecedented pace. Specifically, in developing countries like India, this change is disrupting the landscape of the retail sector with an intensity never seen before. To get an edge over competitors and to perform …
Keywords:
Store Image, Perception, Consumer Behavior, Groceries, Organized Retail, Indian Retail
