01
Original Article
Open Access
Understanding Customer Confusion in the Marketplace – A Systematic Literature Review
Aayushi Sharma, Rahul Pratap Singh Kaurav, Surabhi Koul
· pp. 8–28
DOI: 10.17010/ijom/2024/v54/i12/174656
Purpose: Customers typically experience uncertainty, a lack of clarity, and confusion as a result of the exponential increase in information, products/services, and touchpoints in today’s quickly changing marketplace. The purchase experience of clients has been greatly impacted by customer confusion, …
Keywords:
customer confusion, consumer confusion, systematic literature review, ADO-TCM framework
02
Original Article
Open Access
Exploring Market Environment for Corporate Social Responsibility (CSR) Implementation Modes
Sanjeev Pathak, Arun Kumar Tripathy, Abinash Panda, Ajay Kumar Pandey
· pp. 29–44
DOI: 10.17010/ijom/2024/v54/i12/174657
Purpose: Extant literature on corporate social responsibility (CSR) provided insights into its antecedents and outcomes; however, more scholarly attention must be given to CSR implementation. India was the first country in the world to adopt the CSR law in 2014; …
Keywords:
CSR implementation modes, direct mode, foundation mode, collaboration mode
03
Original Article
Open Access
Analyzing the Role of Technological Capabilities and Digital Marketing on the Performance of E-Commerce-Based SMEs
Saurabh Mittal, Vikas Kumar
· pp. 45–60
DOI: 10.17010/ijom/2024/v54/i12/174658
Purpose: The research study aimed to analyze the impact of digital marketing and technological capabilities on the financial and operational efficiency of e-commerce-based small and medium-sized enterprises (SMEs) in India. The organizations spending their marketing budgets on digital marketing platforms …
Keywords:
technology capabilities, digital advertising, mobile marketing, e-commerce SMEs, sales performance, mobile app development, customer relationship management
04
Original Article
Open Access
Determinants of Brand Loyalty of Over-the-Counter Drugs
Ashutosh Pandey, Shimona
· pp. 61–75
DOI: 10.17010/ijom/2024/v54/i12/174659
Purpose: This paper examined the determinants of brand loyalty for OTC drugs. It further analyzed brand experience, trust, and attachment to examine the model. Methodology: It utilized a sample of 296 users in the Delhi-NCR region in India. A quantitative …
Keywords:
OTC, brand, loyalty, experience, trust, attachment
05
Original Article
Open Access
Analyzing the Attributes for Ice Cream Purchase Decisions Among Generation Z Consumers
Khush Kalavadia, Rajarshi Debnath
· pp. 76–90
DOI: 10.17010/ijom/2024/v54/i12/174660
Purpose: The study aimed to investigate the impact of different attributes of ice creams on purchase decisions among Generation Z consumers. Methodology: The study is based on a survey of 233 Generation Z consumers who consumed ice cream. The questionnaire …
Keywords:
generation Z, attributes, ice cream, purchase decision, impulsive behavior
