01
Original Article
Open Access
Sentiment Analysis of Social Welfare Tweets for Supervised Learning About Brand Loyalty
Anand Jaiswal, Vinaytosh Mishra, Swati Bhatnagar, Nirmalya Bandyopadhyay
· pp. 8–26
DOI: 10.17010/ijom/2024/v54/i2/173473
Purpose: This study aimed to investigate the impact of social welfare tweets (SWTs) on brand promotion and loyalty, examining their role as a strategic tool in digital and social marketing efforts.Design/Methodology/Approach : This study investigated SWTs from 18 companies in …
Keywords:
Brand Loyalty, Marketing Strategies, Promotion, Social Welfare Tweets, Sentiment Analysis
02
Original Article
Open Access
Does Greenwashing Build Green Brand Associations? Evidence from the Indian Packaged Food Market
Varsha Khattri, Vivek Singh Tomar
· pp. 27–43
DOI: 10.17010/ijom/2024/v54/i2/172049
Purpose: Marketers engage in a tactic known as “greenwashing,” which involves making false environmental claims in order to capitalize on consumers’ desire for environmentally friendly items. This study looked at how views of “greenwashing” affected links between green brands and …
Keywords:
Greenwashing, Green Skepticism, Green Concern, Green Brand Associations, Indian Packaged Food Market
03
Original Article
Open Access
Chatbot Service Quality in Banking : Analyzing Indian Banking Customer Perceptions and Influence on Customer Satisfaction and Value
Poornima Kapadan Othayoth, Shivi Khanna
· pp. 44–65
DOI: 10.17010/ijom/2024/v54/i2/173474
Purpose: The study has two objectives : first, to determine the quality of chatbot services provided by Indian banks; second, to assess the influence of chatbot service quality variables on customer satisfaction and customer value.Research Methodology: The study used a …
Keywords:
Chatbot Services, Banks, Customer Value, Customer Satisfaction, Service Quality
