01
Original Article
Open Access
Relationship Between Humor in Advertising and Attitude Towards Ads : A Meta-Analysis
Simranjeet Kaur, Dheeraj Nim, Shamily Jaggi
· pp. 8–20
DOI: 10.17010/ijom/2022/v52/i3/160366
Humor is anything that is funny or is intended to be funny. Humor is a fundamental social communication ingredient used profusely in advertising worldwide. Humor in advertisements makes it an excellent tool for companies and brands to lure people into …
Keywords:
Meta-Analysis, Systematic Review, Humor, Humor In Advertising, Attitude Towards Ad, Marketing, Advertising
02
Original Article
Open Access
Strategizing Marketing Mix for Business Sustainability of Ethiopian MSEs
Kishor Chandra Meher, Gemechu Geda Hamato
· pp. 21–35
DOI: 10.17010/ijom/2022/v52/i3/168655
The medium and small-scale enterprises contribute immensely to the economic growth of Ethiopia. Hence, the long-term sustainability of this sector is vital for the economy. The captioned research aimed to assess the marketing mix strategies and their effect on the …
Keywords:
Long-Term Sustainability, Pricing Strategy, Process Strategy, Product Strategy, Promotion Strategy
03
Original Article
Open Access
Influence of Use of Different Media on Political Attitude and Political Participation
Manpreet Kaur, Rajesh Verma
· pp. 36–49
DOI: 10.17010/ijom/2022/v52/i3/168656
Information dissemination is not limited to conventional media as the advent of new media has transformed the entire political scenario. In a democratic country like India, people prefer to have information from different media like print media, broadcasting media, outdoor …
Keywords:
Different Media, Political Attitude, Political Interest, Political Efficacy, Political Knowledge, Political Participation
04
Original Article
Open Access
Multifaceted Destination Personality Traits : A Short Communication on Understanding from Tourists’ Perspective
Sabari Shankar R., John Paul Raj V.
· pp. 50–59
DOI: 10.17010/ijom/2022/v52/i3/168657
This short communication is an extract from a major research work on destination branding, and this cull out of analysis focused on the multifaceted destination personality traits that the destinations possess and perhaps how such perceptions of tourists differ based …
Keywords:
Destination, Personality Traits, Branding, Tourists, Perception
