Small scale industries are suffering most from the marketing problems due to their owners’ attitudes, units’ capacity, and quality of products along with the scale of production. The researchers analyzed the problems of selected twenty small scale industrial units of various industrial groups of industrial estates of Sylhet division of Bangladesh to get insights of the problem. Primary an...

We present a structural model of consumer trust in a multi-channel retailer. The model was developed on a sample of 1048 consumers who responded to a questionnaire linked to the website of a large German multi-channel retailer. The study identifies perceived privacy concerns as the strongest influence on trust in the e-shop, followed by perceived reputation and perceived size of the offline sto...

Mutual funds provide various facilities that make saving and investing simple, accessible, and affordable, by using professional management, diversification, variety of products, liquidity, affordability, convenience, and ease of record keeping. Moreover, strict government regulation and full disclosure of information makes the investments more secure in India. In Mutual fund market the key are...

Social networks provide the technological platform for individuals to connect, produce and share content online. As such, they are becoming an additional marketing channel that could be integrated with the traditional ones as a part of the marketing mix. In order to contribute to the companies’ understanding of utilisation of social networks as a marketing platform, our study approaches the pro...

The popularization of mobile data services such as SMS (shortmessagingservice) has prompted the development of mobile marketing. The deployment of SMS based marketing campaigns has been noted as a very successful mean of reaching consumers. The available literature on mobile marketing has a strong emphasis on consumer perceptions towards SMS based campaigns. However, there is a clear lack of kn...

Background. This paper investigates the pillars of content strategy and fan engagement in social networks during 2018 PyeongChang Winter Olympics and Paralympics. Objectives. The purpose of this paper is to seek reasons behind the differences in fan engagement in social media channels of PyeongChang Winter Olympics and Paralympics. Methods. Facebook and YouTube channels are used to analyze en...

Mobile marketing, which involves twoor multi-way communication and promotion of an offer between a firm and its customers using the mobile, a term that refers to themobilemedium, device, channel, or technology, is growing in importance in the retailing environment. It has the potential to change the paradigm of retailing from one based on consumers entering the retailing environment to retailer...

Many firms stimulate customers to use the E-channel for services, which provokes various consumer responses to such limits on their freedom of choice. In a study on bank customers, we examine the extent of customer reactance in response to various E-channel migration strategies, the potential of incentive programs in mitigating customer reactance, as well as the moderating role of attitudinal l...

Social media has become a value-adding marketing channel. With the significance of social media for online small businesses and the lack of understanding of this area, this study attempts to investigate the impact of social media marketing on the sales performance of such businesses. Drawing on the theories of media richness and uses and gratifications, we propose a research model in which the ...

By definition, firms engaged in relationship marketing favor one another, which can be desirable because it promotes advantageous strategic and competitive positioning. However, antitrust legislation mandates that firms avoid favored treatment of trading partners if it adversely affects competition or excessively affects the free flow of goods and services to consumers—potentially an unintended...