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With increasing use of explicit comparative advertisement to get share of consumers’ mind and influence their purchase decision in western context, the same is now used extensively in emerging markets like India. However, there has not been sufficient research to understand the effectiveness of explicit comparative advertisement in low and high-involvement product categories. Therefore, the purpose of this paper is to attempt to understand the effectiveness of explicit comparative advertising on consumers’ attitude and purchase intention (PI) towards high and low-involvement products.

The study carried out experimental treatments with 2 × 2 factorial design among 200 Indian young consumers who were in the age group 18-25. The independent variables were product categories and type of advertising (comparative and non-comparative) and dependent variables were consumer attitude and PIs.

It was found that the comparative form of advertisement developed favourable response towards the advertisement, rather than towards the brand or PI.

The study found that comparative advertising is effective for high as well as low-involvement product category in changing the consumer’s attitude towards the advertisement. The research has used print media for conducting the experiment.

It can be inferred that comparisons should be supplemented with additional information in the form of the unique features and associated emotions and feeling of the product in order to develop favourable attitude towards the brand and PI.

Comparative advertising is a growing domain and there has been very little contribution by the researchers specially on high and low-involvement product categories.

We do not yet have a good understanding of how generation Y makes decisions. Since this segment will soon wield greater influence in the market place, the purpose of this paper is to carry out an exploratory analysis and develop a framework on generation Y decision making.

The dual-system approach states that individuals use a heuristic-based process (system 1) and/or an analytic-based process (system 2) to make decisions. Evidence from six focus group discussions with generation Y is integrated with this approach.

Generation Y has an active heuristic-based system 1. However, they tend not to evaluate options on their own, i.e. system 2 is “lazy”. Instead, friends, family and digital media play the role of a “proxy” system 2.

A limitation is that the study uses data from a small sample of individuals in one country and uses only one methodological approach.

Digital media is a vital component of the analytical “proxy” system 2. Therefore, reallocating advertising efforts from traditional media to digital media is perhaps one reason for declining differentiation between brands. Brands that compete on tangible attributes should target individuals designated as “product experts” by their friends.

The study identifies different factors and the role they play in influencing generation Y's decisions. The paper has important implications for academics and marketers interested in understanding how generation Y makes decisions.

Instagram is a social media platform that has quickly evolved from a photo-sharing application to a successful marketing tool. It holds various business opportunities, and its rapid growth helps showcase the business offerings. Its innovative use of adverts entices clients, and its visual nature complements the social media marketing strategy. Thus, looking at the dynamic nature and growth of the platform, this chapter outlines the past research trends in the literature of Instagram marketing as the primary objective. This structured review undertakes the study of 76 articles based on defined inclusion and exclusion criteria and analyzes the literature in different contexts. This chapter includes the hybrid review (narrative and framework-based), and findings from the literature highlight a significant influence of Instagram marketing on users. During the brief description of the literature in a different context, the numerous research gaps are outlined with future research directions based on the ADO framework. Lastly, it also presents a broader overview of the managerial and theoretical implications based on the literature of Instagram marketing.

The aim of the present study is to investigate the comparative effect of sports vs film celebrity with the moderating effect (if any) of the celebrity credibility and consumer personality on consumer attitudes.

The present study uses a 3×1 experimental design (celebrity being the independent variable), on a combined sample of 463 respondents to investigate their attitudes towards celebrity endorsement, moderated by their personality traits and source credibility.

Major findings indicate a film celebrity to create more positive consumer attitudes than a sports celebrity. The components Agreeableness, Openness and partially, Conscientiousness were important moderators of consumers' attitudes out of the Big Five Personality dimensions. All dimensions of source credibility were found to have significant moderating effects on consumer attitudes.

The study was limited to the Indian context, but has theoretical implications in terms of testing a new relationship affecting the success/failure of celebrity endorsements.

For a practitioner, the study findings suggest that the marketers should aim at matching the personality traits of the target audience when opting for a celebrity endorsement and also select a celebrity with a high perceived credibility.

The study proposed and tested a new theoretical framework, thereby contradicting the traditional notion of source credibility of a celebrity endorser as an independent variable affecting consumer attitudes. It also has included the effect of consumer personality which is a new contribution to literature.

The present study aims to investigate the relationship between institutional influence and performance, mediated through transformational leadership (TL) and moderated by barriers, situational factors, communication and implementation.

Using a structured survey instrument, data were collected from 370 faculty members from 31 higher educational institutions in southern India. After checking the psychometric properties of the instrument, the authors used Hayes’s PROCESS to test the direct hypotheses and three-way interactions.

The results revealed that TL mediated the relationship between institutional influence and performance. Further, the findings supported the three-way interactions between (1) institutional influence, barriers and communication positively affecting TL; and (2) TL, situational factors and implementation affecting the performance of faculty members.

This study underscores the importance of TL for the smooth functioning of higher educational institutions and achieving superior performance, especially in the new normal context after the global pandemic.

This study makes several significant recommendations to administrators in higher educational institutions, in addition to contributing to the vast literature on TL. The study suggests that administrators must invest resources in developing TL skills so that employees reach their fullest potential and contribute to achieving organizational goals. In addition, leaders in organizations need to exercise a transformational style to combat the new normal post-pandemic academic environment.

This study provides new insights into the importance of TL style and institutional influence to enhance performance. To the best of our knowledge, the conceptual model developed and tested the first of its kind in India, significantly contributing to theory and practice.

This paper aims to investigate impact of coronavirus COVID-19 on children’s mental health specifically emotional and behavioral disorders. It aims at identifying the main disorders faced by children during epidemics and suggests recommendations to nurture resilience among children and involving them in various positive activities.

This study is based on review of literature focused on COVID-19. Recent articles related to coronavirus or COVID-19 and psychological distress among children were included to draw conclusion and impact of COVID-19 on mental health of children. Due to the limited availability of studies on CONID-19 impact on mental health of children, studies focused on recent pandemic were focused.

The identified literature reports a negative impact of COVID-19 on individual’s mental health. Relatives’ health, poor appetite, fear of asking questions about epidemics, agitation, clinginess, physical discomfort, nightmares and poor sleep, inattention and separation issues were among the major psychological conditions analyzed. Personal attributes such as resilience, should be nurtured so that children will be empowered to manage difficult situations such as traumas and disappointments. Several measures were suggested by pediatricians in China to family members and parents such as playing games with children to reduce feeling of loneliness, increased communication to address their concerns and fears, promoting and encouraging physical activities and involving in musical activities to reduce fear, worry and stress among children.

Coronavirus is new pandemic and growing rapidly. most of the research studies are focused on physical health of individuals, but mental health concept has bene overlooked. This study helps to broaden the scope of research on children's mental health by examining the impact of COVID-19.

This research aims to discuss the key civil rights problems in mental well-being and the solutions to those challenges in standard-setting and institutional practice, as well as proposes an integrated approach to adapting the emerging principles of practice to divisive mental health concerns.

This study is based on review of literature focused on mental health and human rights with special reference to international standards and clinical practices. Recent articles related to mental health and human rights and mechanisms suggested by United nations were included to draw conclusion.

Review of literature suggested to switch from reactive to a constructive and pragmatic approach, which is community-based, emphasizing alliance, rather than action, when the client is still too damaged to agree. Treatment should go hand in hand with mental health and civil rights education in the neighbourhood, as well as opportunities for engagement in shared interests in the group and interaction of other individuals with living experience.

While consent to care is a vital issue for human rights, the view of individuals with psychiatric illnesses as dangerous and “out of reach” is perpetuated by a disproportionate emphasis on it. Treatment should go hand in hand with mental health and civil rights education in the neighbourhood, as well as opportunities for engagement in shared interests in the group and interaction of other individuals with living experience.