01
Original Article
Open Access
Understanding Influence of Social Media Marketing of Masstige Fashion Brands on Generation Z Female Indian Consumers
Balgopal Singh, Arti Dagur
· pp. 8–24
DOI: 10.17010/ijom/2022/v52/i5/169414
Social media has improved marketers’ connectivity with consumers. Targeting the Generation Z population through social media can provide ample opportunity for selling brands. This study aimed to examine the influence of social media marketing on the purchase intention of affordable …
Keywords:
social media marketing, brand equity, Generation Z, masstige, affordable luxury, purchase intention
02
Original Article
Open Access
A Study on Adoption of E-Health Services : Developing an Integrated Framework in a Multinational Context
Ganesh Dash, Syed Akmal, Debarun Chakraborty
· pp. 25–40
DOI: 10.17010/ijom/2022/v52/i5/169415
Purpose: This study focused on adopting e-health services in a global context. Researchers intended to address three primary research questions: How do the factors affect the prospective app users’ initial trust and adoption intention? Does initial trust mediate the relationship …
Keywords:
E-health, trialability, perceived ease of use, subjective norms, initial trust, intention to adopt, Saudi Arabia, India
03
Original Article
Open Access
Digital Banking : A Meta-Analysis Approach
Suneet Sharma, Ritu Sharma, Ghadeer Kayal, Jaspreet Kaur
· pp. 41–68
DOI: 10.17010/ijom/2022/v52/i5/169416
This research paper attempted to study the behavioral intention adoption of prominent digital banking channels, such as mobile banking and wallets and online and telephone banking, in an international scenario. The behavioral intention adoption of mobile banking was studied through …
Keywords:
perceived use, perceived ease of use, innovativeness, facilitating conditions, perceived security, cost, self-efficacy
