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Article
Publication date: 24 December 2020

Ayushi Sharma and Rakesh Mohan Joshi

The focus of this study lies in understanding the extrinsic vs intrinsic motivators which drive the m-coupon sharing behaviour in social networking sites (SNSs). A consumer can…

Abstract

Purpose

The focus of this study lies in understanding the extrinsic vs intrinsic motivators which drive the m-coupon sharing behaviour in social networking sites (SNSs). A consumer can make promotional tool (in our case m-coupons) viral if the cues trigger an apt motivation. This study fills the need gap by identifying which motivations must be focused to make a promotional tool viral by the consumer especially in an emerging economy like India.

Design/methodology/approach

We designed conceptual framework based on extensive literature review and employed hierarchal regression methodology to investigate the motivation to share m-coupon.

Findings

Sense of self-worth, Socializing and Reciprocity emerge as strong reasons for a consumer to share m-coupons amongst friends and peers in SNS. Results have shown that intrinsic motivation works very effectively when a consumer shares m-coupons in SNSs.

Research limitations/implications

This study has certain limitations. First, the impact of age, gender and education can also influence the results as perception evolves with age and education. Second, in our study, we have not classified m-coupons in different categories. Different types of m-coupons may have a different impact on consumers.

Practical implications

The paper presents findings, which are useful for marketers to develop a customer-centric viral promotional strategy.

Originality/value

This study is one of the few studies in integrating types of motivation with coupon proneness and coupon sharing in social media. This study has specifically targeted the emerging economy where m-coupons usage has seen a surge. Study has shown that it is the intrinsic motivation which is very crucial for encouraging consumer for participating in SNSs and share e-word of mouth amongst friends and peers.

Details

South Asian Journal of Business Studies, vol. 10 no. 3
Type: Research Article
ISSN: 2398-628X

Keywords

Article
Publication date: 24 July 2023

Ayushi Jain, Poonam Sharma and Jamini Ranjan Meher

This research aims to examine the impact of virtual learning platforms and instructor presence (IP) on learner satisfaction (LS). Further, this study examines the role of learner…

Abstract

Purpose

This research aims to examine the impact of virtual learning platforms and instructor presence (IP) on learner satisfaction (LS). Further, this study examines the role of learner engagement (LE) in order to improve the LS.

Design/methodology/approach

This research uses both primary and secondary data sources to compile the research's findings. The primary source of data includes 610 responses from various higher education institutes in India. The collected data were analysed using the partial least square structural equation modelling (PLS-SEM) technique.

Findings

This research provides evidence that the theoretical model is accurate with the gathered data sample. In the model, online platform (OP) is an independent variable, whereas LS is a dependent variable, and IP and LE are the mediating variables. The outcomes demonstrated that OP has a positive impact on IP and LE. Also, the relationships between IP and LE, IP and LS and LE and LS are significantly positive. The mediation analysis validates the importance of the IP and LE for relationships.

Originality/value

This investigation presents a comprehensive model, which demonstrates the relationship between OP, IP, LE and LS. The study makes a unique reference to several theories in order to boost interaction and IP in virtual learning, the learner's learning experience can be enhanced. The model helps teachers and educational institutions formalise strategies to boost interaction and examine the institutions' pedagogy to enhance satisfaction.

Details

The International Journal of Information and Learning Technology, vol. 40 no. 5
Type: Research Article
ISSN: 2056-4880

Keywords

Content available
Book part
Publication date: 11 November 2019

Abstract

Details

Methodological Issues in Management Research: Advances, Challenges, and the Way Ahead
Type: Book
ISBN: 978-1-78973-973-2

Article
Publication date: 27 July 2023

Himani Gupta and Ayushi Gupta

The devastating acute COVID-19 epidemic crippled the global economy in 2020. Within a month of the COVID-19 epidemic, every industry saw its stock prices plummet the most. Ending…

Abstract

Purpose

The devastating acute COVID-19 epidemic crippled the global economy in 2020. Within a month of the COVID-19 epidemic, every industry saw its stock prices plummet the most. Ending the COVID-19 pandemic will need equitable access to safe and effective vaccinations. This study aims to look at the link between COVID-19 vaccination and the stock markets for health and pharmaceutical sector.

Design/methodology/approach

The researchers used a mean-adjusted return model and event research approach to figure out how the first dose of the COVID-19 vaccine affects health and pharmaceutical sector stock market returns.

Findings

The evidence-based outcome indicates that immunisation announcement affects health and pharmaceutical company returns. Furthermore, the study concludes that the health and pharmaceutical industry is inefficient for a short period of time, but after 41 days, the sector absorbs the noisy information.

Originality/value

Since the outbreak, the development of COVID-19 vaccines has been a key focus of shareholders and investors. This study is unique in that it investigates the effect of the first dosage of SARS-CoV-2 vaccination on equity returns in the health and pharmaceutical industries, and it is likely to make a substantial contribution to the capital market literature on event methodology.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 17 no. 4
Type: Research Article
ISSN: 1750-6123

Keywords

Book part
Publication date: 11 November 2019

Sumita Mishra and Rabi N. Subudhi

The introductory paper begins with the issue about the relevance of research in management. It emphasizes the need for scholars to adopt methodologies best suited to the research…

Abstract

The introductory paper begins with the issue about the relevance of research in management. It emphasizes the need for scholars to adopt methodologies best suited to the research problem of their choice. This paper contains sections on the nature of management research, dominant research paradigms, the methodological domain, quantitative versus qualitative research, and triangulation in using multiple methodologies. The paper provides a background to the purpose of the book and summarizes in brief the purpose of each the subsequent papers.

Details

Methodological Issues in Management Research: Advances, Challenges, and the Way Ahead
Type: Book
ISBN: 978-1-78973-973-2

Keywords

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