The study on the investment behaviour of school teachers helped in understanding their attitude t... more The study on the investment behaviour of school teachers helped in understanding their attitude towards investments. The Indian economy is growing significantly and the financial market provides ample opportunities for investors to invest. Primary data was collected from a sample of 382 school teachers belonging to the government, aided and unaided sectors using a pretested structured questionnaire. The scaling technique utilized for the study is five point Likert scales. The attitude towards investment wasanalyzed using SEM regression.It shows that investment experience, self regulation, investor involvement, motivation, goal setting and revision, information processing style, familiarity, and risk capability have a significant impact on investment attitude, with regression coefficient value more than 0.4. The results of SEM regression shows that all the constructs -service quality, grievance redresal, risk and return and overall performancehas significant impact on satisfaction.
Colombo Business Journal International Journal of Theory and Practice, 2021
Digital Content Marketing (DCM) is the creation of valuable, relevant, and compelling content by ... more Digital Content Marketing (DCM) is the creation of valuable, relevant, and compelling content by brands, and its dissemination to their target audiences through digital platforms. In this paper, we provide a conceptual analysis of DCM and present three fundamental propositions (FPs). Underpinned by the Uses and Gratification Approach, FP1 explores six key characteristics of DCM communications (content value, relevance, reliability, consistency, interactivity, and entertainment) which can be considered as the motives for consumers to interact with them. FP2 elucidates the importance of selecting appropriate content formats (e.g., images, text-based articles, reports, videos) and content disseminating platforms (e.g., social media, websites, blogs, brand communities and discussion forums) in a DCM communication. FP3 explains the nexus between the key characteristics disseminated in different formats, through different platforms and Consumer Brand Engagement. It proposes that engagement triggered by different content formats over different platforms varies based on the gratification sought by targeted audiences.
Government organisationsare generally known to be lagging behind their citizens in the use of soc... more Government organisationsare generally known to be lagging behind their citizens in the use of social networking sites with half of the departments having little or no presence in such platforms. This study aims at understanding what type of content affects citizens attitude towards a Government Departments social media pages and how they perceive the message disseminated through such platforms. The researchers have selected the case of the Kerala Police Departments (KPD) Facebook page for the present study. Respondents who are post graduate students from various departments of Mahatma Gandhi University, Kerala were subject to different type and formats of content stimuli to assess their attitude towards the content type/format itself and attitude towards the department through a questionnaire. Not only will such a study contribute towards the knowledge base on social media research, this study will also help police department across states in India to develop appropriate content for...
The study on the investment behaviour of school teachers helped in understanding their attitude t... more The study on the investment behaviour of school teachers helped in understanding their attitude towards investments. The Indian economy is growing significantly and the financial market provides ample opportunities for investors to invest. Primary data was collected from a sample of 382 school teachers belonging to the government, aided and unaided sectors using a pretested structured questionnaire. The scaling technique utilized for the study is five point Likert scales. The attitude towards investment wasanalyzed using SEM regression.It shows that investment experience, self regulation, investor involvement, motivation, goal setting and revision, information processing style, familiarity, and risk capability have a significant impact on investment attitude, with regression coefficient value more than 0.4. The results of SEM regression shows that all the constructs -service quality, grievance redresal, risk and return and overall performancehas significant impact on satisfaction.
Colombo Business Journal International Journal of Theory and Practice, 2021
Digital Content Marketing (DCM) is the creation of valuable, relevant, and compelling content by ... more Digital Content Marketing (DCM) is the creation of valuable, relevant, and compelling content by brands, and its dissemination to their target audiences through digital platforms. In this paper, we provide a conceptual analysis of DCM and present three fundamental propositions (FPs). Underpinned by the Uses and Gratification Approach, FP1 explores six key characteristics of DCM communications (content value, relevance, reliability, consistency, interactivity, and entertainment) which can be considered as the motives for consumers to interact with them. FP2 elucidates the importance of selecting appropriate content formats (e.g., images, text-based articles, reports, videos) and content disseminating platforms (e.g., social media, websites, blogs, brand communities and discussion forums) in a DCM communication. FP3 explains the nexus between the key characteristics disseminated in different formats, through different platforms and Consumer Brand Engagement. It proposes that engagement triggered by different content formats over different platforms varies based on the gratification sought by targeted audiences.
Government organisationsare generally known to be lagging behind their citizens in the use of soc... more Government organisationsare generally known to be lagging behind their citizens in the use of social networking sites with half of the departments having little or no presence in such platforms. This study aims at understanding what type of content affects citizens attitude towards a Government Departments social media pages and how they perceive the message disseminated through such platforms. The researchers have selected the case of the Kerala Police Departments (KPD) Facebook page for the present study. Respondents who are post graduate students from various departments of Mahatma Gandhi University, Kerala were subject to different type and formats of content stimuli to assess their attitude towards the content type/format itself and attitude towards the department through a questionnaire. Not only will such a study contribute towards the knowledge base on social media research, this study will also help police department across states in India to develop appropriate content for...
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Papers by Mishel Jacob