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Does brand association, brand attachment, and brand identification mediate the relationship between consumers willingness to pay premium prices and social media marketing efforts?
This study investigates the effects of social media marketing efforts (SMME) on smartphone brand identification, attachment, association, and willingness to pay premium prices. A survey of 320 smartphone users who followed official social media handles managed by smartphone companies was conducted for this purpose. PLS-SEM was used to analyse the collected data. The findings demonstrated importance of SMME dimensions. According to the studys findings, the smartphone brands SMMEs had significant impact on brand identification, brand association, and brand attachment. The results revealed that SMMEs had significant impact on willingness to pay the premium price. The findings also show that brand identification, attachment, and association mediated the relationship between SMMEs and willingness to pay a premium price. The findings of this study will be useful in developing social media marketing strategies for smartphones. This study demonstrates the use of social media marketing to promote mobile phones, particularly in emerging markets. Copyright 2024 Inderscience Enterprises Ltd. -
Examining the moderating role of online celebrity trustworthiness and risk propensity in UTAUT2 framework: A mixed-method approach
Utilizing the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) framework, this research delved into the behavioral intentions and actual usage of fantasy sports gaming apps. The moderating influence of celebrity trustworthiness and risk propensity is also explored. The proposed hypotheses were tested using responses from a substantial sample of 460 sports fantasy gaming app users. The research deployed a mixed-method approach, combining both covariance-based and partial-least square structural equation modeling tech- niques. The investigation findings revealed an influence on behavioral intentions and actual use. Specifically, performance expectancy, hedonic motivation, habit, and social influence emerged as significant determinants affecting users intentions and behaviors. The study indicates a significant moderating role of celebrity trustworthiness on the relationship be- tween performance expectancy, hedonic motivation, habit, and social influence concerning behavioral intentions. Risk propensity moderated the relationship between behavioral inten- tions and actual usage behavior. As a contribution to the expanding literature, the research extended the application of the UTAUT2 framework to the context of sports fantasy gaming apps. The research also provides valuable insights for researchers and professionals associ- ated with sports fantasy gaming apps and future research directions. 2024 -
The whispers in the halls: Unveiling the moderating effect of employee reviews on organization selection
Online employee reviews, a hallmark of the digital age, significantly shape organizational image and influence job seeker choices. This research explores how the sentiment (positive or negative) of information in these reviews moderates how job seekers perceive organizations and make decisions during the selection process. By analyzing data from 213 Indian academics, the study aims to understand how job seekers utilize review information and uncover how the reviews' presence and sentiment affect the relationship between organizational image and candidate choices. This research contributes valuable insights into the complex interplay between employer brand, online feedback, and talent acquisition in the digital age, informing strategic recruitment practices and enhancing understanding of contemporary talent acquisition strategies. 2024 by IGI Global. All rights reserved. -
INVESTIGATING THE ROLE OF UTAUT2 IN THE USER SATISFACTION AND CONTINUED USAGE OF MOBILE FITNESS APPS: EVIDENCES FROM INDIA
This study examines mobile fitness app (MFA) adoption and use using the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2). CB-SEM analysis of 445 respondents through IBM-AMOS was conducted. UTAUT2 constructs were examined including, consumer satisfaction, e-loyalty, and mobile fitness app reuse. Also, the roles of socio-demographic factors as control variables were examined. The results indicated that UTAUT2 significantly influenced user perception of MFAs. UTAUT2 constructs increased user satisfaction. User satisfaction positively and significantly influenced e-loyalty and app reuse. The study also suggests future research on UTAUT2's role on MFAs. The study highlights UTAUT2 by revealing the constructs that influence MFA adoption, and selected consequences. (2024), (Amity University). All rights reserved. -
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Medical negligence: A lego-economic analysis /
Golden Research Thoughts Vol.2,Issue 6, pp.1-6 ISSN No. 2231-5063 -
Peoples participation and Environmental Protection
Journal of Business Management & Social Sciences Vol. 2, No.2, pp. 95-99 ISSN No. 2319-5614 -
Feminism in belly dance and its portrayal in the media /
Bellydance is an art form that has gained tremendous popularity in the world today. There are different kinds of bellydance such as folk, tribal fusion, cabaret etc. In a world and time where women‟s rights and respect has been the foremost of most people‟s concerns, bellydance with its barrier breaking techniques and methods have created controversies yet have also resulted in a form of dance that is beautiful and helps a woman celebrate herself. -
Chemically driven Rayleigh-Benard convection in a sparsely distributed porous medium saturated with a couple-stress fluid
The problem of Rayleigh-Benard convection in a couple-stress fluid saturated sparsely distributed porous medium with chemical reaction is studied within the framework of linear stability analysis. Only infinitesimal disturbances are considered. The linear stability analysis is based on the normal mode technique. The Darcy-Brinkman law is used to model the momentum equation. Closed form solution for the basic quiescent state is first obtained. The principle of exchange of stabilities is valid and the existence of oscillatory instability is ruled out. The expression for the stationary media-Rayleigh number is obtained as a function of the governing parameters, viz., the wave number, the couple-stress parameter, the Frank-Kamenetskii number, the porous parameter and the Brinkman number. The Galerkin method is used to determine the eigenvalues. The effect of various parameters on the stability of the fluid layer is discussed through figures. -
Marangoni convection in Casson liquid flow due to an infinite disk with exponential space dependent heat source and cross-diffusion effects /
Reults In Physics, Vol.9, pp. 78-85, ISSN No: 2211-3797. -
Nonlinear radiated MHD flow of nanoliquids due to a rotating disk with irregular heat source and heat flux condition /
Physica B: Condensed Matter, Vol.537, pp.98-104, ISSN No: 0921-4526. -
Variable viscosity effects on third-grade liquid flow in post-treatment analysis of wire coating in the presence of nanoparticles /
International Journal of Numerical Methods For Heat & Fluid Flow, Vol.28, Issue 10, pp.2425-2441, ISSN No: 0961-5539. -
Sustainability and efficiency of micro finance institutions - Evidence from selected listed companies in India /
Journal Of Economics And Sustainable Development, Vol.6, Issue 11, pp.286-293, ISSN No: 2222-2855 (Online) 2222-1700 (Print) -
Inquiry into reverse logistics and a decision model /
International Journal Logistics Systems And Management, Vol.33, Issue 3, pp.353-382, ISSN No: 1742-7967. -
Characterization of Diesel soot from the combustion in engine by X-ray and spectroscopic techniques
International journal of Electrochemical science . Vol. 4, Issue 4, pp. 3215-3221 ISSN No. 1452-3981 -
Nonlinear radiative flow of casson nanoliquid past a cone and wedge with magnetic dipole: Mathematical model of renewable energy /
Journal of Nanofluids, Vol.y, Issue 6, pp.1089-1100 -
Lightning Cards! /
Patent Number: 202141060863, Applicant: Bundela Disha Hitenbhai.
The present system or invention, Lightning Cards, is an online multiplayer card game that utilises computer vision and machine learning techniques in order to deliver a fast-paced reactions card game unheard of not only online, but also as a physical card game. The present system is enabled by way of ML tools to recognise the hand keypoint landmarks and other algorithms for recognising the actual hand gesture. -
Portrayal of branding of Kerala through bollywood movies /
India‟s top film industry like Bollywood portrays the heterogeneity of India to the world. Bollywood industry tries to portray the vast heterogeneous features of different states in India. The objective of this study is to observe and analysis the way Kerala is being branded in Bollywood movies. The study will look into the inclusive branding and representation of Kerala in aspects such as culture, religion, tradition, language, local people and destination. -
Study of Early-Type Emission -Line Stars in the Galaxy Using Lamost and GAIA
The study of massive emission-line stars (ELS), particularly those classifed as O, B, and A spectral types, is crucial in advancing our understanding of various fundamental aspects of astrophysics. They provide valuable insights into the accretion processes, the physical conditions of material around the star, and the stellar evolution. The frst theme of thesis focuses on identifying and characterising hot ELS newlinefrom large spectroscopic surveys such as LAMOST and Gaia DR3. Utilising the low-resolution spectroscopic database provided by LAMOST DR5, we employed an automated Python routine and identifed 3339 unique sources encompassing 4138 spectra that exhibited Hand#945; in emission. Since both HAeBe stars and Classical Ae/Be stars show Hand#945; emission, we differentiated them in terms of IR excess, from the analysis of 2MASS and WISE photometry. This analysis led to the identifcation of 1089 Classical Be stars, 233 Classical Ae stars, and 56 Herbig Ae/Be (HAeBe) stars. This homogeneous emission-line spectra will facilitate detailed investigations of the emission phenomenon, removing concerns related to data compilation newlinebiases from diverse sources. We also compared the astrophysical parameters obtained from Gaia DR3 with those derived from LAMOST spectra. The emission-line source classifcations in Gaia DR3 were reasonably consistent with those in the LAMOST OBA emission catalogue. Additionally, newlinewe used a larger dataset of ELS to update the empirical relation for converting pseudo-equivalent width to observed equivalent width in Gaia DR3, employing a second-degree polynomial relation and piece-wise linear ft newlineparameters. As the second theme of the thesis, we examined the X-Shooter spectral newlinedatabase to study the circumstellar medium of HAeBe stars through various spectral features and near-infrared excess. We observed that the ma-jority of massive and young stars exhibited emission in all higher-order HI newlinelines, while stars displaying only lower-order lines had effective temperatures below 12000 K and ages ranging from 5 to 10 Myr. -
ALVIS(Alter Vision-An expertise system ) /
Patent Number: 202241026683, Applicant: B Ramamurthy.