Drafts by Abhilash Sugunan Nair
An Analysis on How Marketing Communications Helped the State Bank of India to Hold Its Head Up Hi... more An Analysis on How Marketing Communications Helped the State Bank of India to Hold Its Head Up High in the Recession Afflicted World Economy
Papers by Abhilash Sugunan Nair
Modern marketers often find it difficult to decide what strategies and tactics should be used in ... more Modern marketers often find it difficult to decide what strategies and tactics should be used in eWOM marketing in order to manage the speed and extent of message spreading and product sales. Many successful eWOM campaigns have used the possibilities of humour to escalate the acceptability and reach of messages. The present study examines the influence of humour on eWOM in terms of purchase intention and referral intention of the consumers. The study also investigates the moderating role of product involvement and emotional attachment on eWOM.
Facebook provides a convenient platform to satisfy the social needs of individuals in the virtual... more Facebook provides a convenient platform to satisfy the social needs of individuals in the virtual world. It can be quite handy for e-marketing companies to advertise their products by creating online referrals; a job that was previously done through bulk emails. E-marketing in multicultural context is a very complicated process as the recipients may misinterpret messages depending on his/her cultural characteristics. Hence it is a bit tricky to choose ideal marketing strategies and techniques in order to enhance message diffusion. The current study is designed and executed to identify and explain the relationship between the effect of cultural factors of Facebook users and their referral behaviour
This paper attempts to explore the online shopping pattern of females who are employed in both pu... more This paper attempts to explore the online shopping pattern of females who are employed in both public and private sectors in India. Many studies on the general consumer behaviour of online shoppers in India have been done before but developing a systematic understanding on the shopping behaviour of working females would be beneficial for ecommerce companies operating in India to serve their customers with tailor-made offers. As there is an untapped market of female buyers in India, making slight adjustments to the existing ecommerce websites or developing new websites to accommodate the needs of female online shoppers will enable online marketers to improve their reach and revenue.
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Drafts by Abhilash Sugunan Nair
Papers by Abhilash Sugunan Nair