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The purpose of this paper is to review the literature on the topic “impact of digital marketing” over the span of past eight years, published in various prominent research…
The purpose of this paper is to review the literature on the topic “impact of digital marketing” over the span of past eight years, published in various prominent research journals in the past eight years. The purpose of this paper is to act as a starting point for several further researches in this area of study, and also to get the overview of the research that has happened and understand the relevant research gaps that exist in the area of digital marketing.
Scopus database is used to search the research publications on the selected topic. The papers selected for this paper have been published in the past eight years (2012–2020).
It has been concluded by many of the research papers reviewed that “Digital Marketing Efforts” influence the purchase intention of the customer. It can be also inferred that the distinction between the “marketing” and “digital marketing” is soon fading as every type of marketing effort will have an element of “digital marketing” in it.
The approach to the review is theoretical and no primary data have been collected. This bibliometric review is expected to provide overview of the research that has happened over the span of past eight years in the area of digital marketing.
Many of the papers have expressed the limitations and opportunities for the future research. Few of the prominent and relevant research gaps are listed in this paper. This paper is expected to lay a foundation for several further studies in this area of study.
The paper is original in terms of reviewing the literature published on the topic, “impact of digital marketing”, between years 2012 to 2020. As the world has been forced to go digital due to COVID-19 outbreak, it has become all the more significant to take an account of developments in the field of “digital marketing”.
The purpose of this paper is to explore the determinants of effective teaching–learning (ETL) from students’ perspective in B-schools and build a model for the…
The purpose of this paper is to explore the determinants of effective teaching–learning (ETL) from students’ perspective in B-schools and build a model for the satisfaction of students of B-schools from teaching–learning processes.
The study employs the descriptive research design, and the cross-sectional data are collected through a structured questionnaire. Out of 320, 302 accurately filled questionnaires were used for the empirical analysis. The data are collected from the masters of business management (MBA) students. An exploratory factor analysis is applied to appraise factors appropriate for ETL. A confirmatory factor analysis is used to establish reliability and validity of the identified factors. Structural equation modeling (SEM) is applied to empirically test the proposed model for ETL.
The major findings of the current study are as follows: this paper identifies extracurricular activities (ECA), conducive environment (CE) and project work and practical exposure (PWPE) as the determinants of ETL in MBA Programs. These determinants have been identified individually; however, collectively authors do not find any other study that discusses them. This paper explores a suitable and apt model of ETL through the identified determinants of ETL (ECA, CE and PWPE). This is also a contribution of the paper, which has not been observed by the authors, in the literature.
The scope of the research can be enhanced to the all level of management students and colleges of all sorts can be taken.
Findings of this paper are a long-term plan with a futuristic vision. Determinants affecting ETL will help the administrators and faculty members at the MBA programs to realign their focus for the future.
This study determines three determinants (from the students’ points of view) for the effectiveness of the teaching–learning process in the management (MBA) programs. The determinants in this study are ECA, CE and PWPE. SEM is applied to test the model of ETL and to specify these three determinants (constructs). Decision makers for MBA programs can prudently use the model to bring about transformation in teaching–learning processes in business schools.