01
Original Article
Open Access
Profile Centric Community Awareness and Engagement for Adolescent Girls : An Empirical Study on Early Marriage in India
Charru Hasti, Sonal Arora, Amit Mehndiratta, Mahim Sagar, Harish Chaudhry
· pp. 8–23
DOI: 10.17010/ijom/2021/v51/i9/166161
Early marriage is a pernicious practice traditionally observed even today in several countries, with a fifth of the global female population getting married by 18 years of age. The custom has far-reaching adverse effects on the girls’ physical, mental, and …
Keywords:
Child Marriage, Communication Efficacy, Rajasthan, Behavioral Intention
02
Original Article
Open Access
Influence of Social Media Marketing Efforts on Brand Equity and Consumer Response to Branded Shoes in India
P. Balakrishnan Menon
· pp. 24–40
DOI: 10.17010/ijom/2021/v51/i9/166162
The purpose of the study was to provide a framework that depicted how social media marketing activities influenced brand equity and consumer preference and response towards branded shoes in India. The study’s primary aim was to examine the influence of …
Keywords:
Social Media Marketing, Brand Equity, Consumer Response, Consumer Preference, Brand Loyalty
03
Original Article
Open Access
Relevance of Financial Service Advertisements in Investment Decisions and Purchase of Financial Products : Evidence from the Indian Insurance Sector
Sarfaraz Javed, Uvesh Husain, Namrata Pathak
· pp. 41–55
DOI: 10.17010/ijom/2021/v51/i9/166163
This study investigated the impact of investment decision-making on financial product purchases and explored the mediating role of financial services advertisements in India’s insurance sector. Data collected from 447 responses were analyzed using SPSS and AMOS. SEM was conducted to …
Keywords:
Investment Decisions, Financial Product Purchases, Perceived Reality, Usefulness, Entertainment, Financial Services Advertising
