01
Original Article
Open Access
Customer Engagement Marketing and Firms’ Deliberation on E-Word of Mouth Communication on Online Platforms : A Study on Millennials and Zoomers
Shampa Nandi, S. Shyam Prasad
· pp. 8–28
DOI: 10.17010/ijom/2024/v54/i1/173380
Purpose: Customer engagement (CE) has become extremely popular since social media emerged. However, there is disagreement over the proper definition, metrics, and operationalization of CE in social media and its implications. It is unclear how millennials and zoomers use social …
Keywords:
customer engagement, eWOM, millennials, zoomers, social media
02
Original Article
Open Access
Ather Energy’s Trial by Fire on its Electric Vehicle Startup Journey in India
Thomason Rajan, Nikhil J.
· pp. 29–43
DOI: 10.17010/ijom/2024/v54/i1/173381
Tarun Mehta and Swapnil Jain, two IIT Madras graduates, launched Ather Energy Private Limited in 2013. The founders thoroughly analyzed the EV industry and tried to ascertain whether they could produce battery packs specifically for the EV market. Since battery …
Keywords:
electric vehicles India, Ather Energy, retail experience, entrepreneurship
03
Original Article
Open Access
Antecedents to Organic Tea Buying Behavior and Consumption Among Millennials in India : Through the Lens of Theory of Planned Behavior
Nilesh Kate, Prashant Chaudhary, Mahendra More
· pp. 44–62
DOI: 10.17010/ijom/2024/v54/i1/173382
Purpose: The purpose of the study was to leverage the unique approach of the theory of planned behavior (TPB) to evaluate and comprehend the consumer attitude and buying behavior toward organic tea in India by using the structural equation model. …
Keywords:
organic tea, organic food, sustainability, buying behavior, marketing management, brand management, circular economy, climate change, healthy lifestyle
04
Original Article
Open Access
Measuring Service Quality and Farmers’ Satisfaction in e-National Agricultural Market Using the SERVQUAL Model
Ramakrishna Bandaru
· pp. 63–76
DOI: 10.17010/ijom/2024/v54/i1/173383
Purpose: The Ministry of Agriculture, Government of India, developed the Electronic National Agriculture Market (e-NAM), an online platform that allows farmers to sell their produce throughout the nation. A total of 1,361 Agricultural Produce Market Committees (APMCs) in 23 states …
Keywords:
e-National Agriculture Market (e-NAM), farmers, SERVQUAL model, satisfaction, tangibility
