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Now showing items 11-20 of 22
Effect of derivatives in improving market stability
(Indian Institute of Management Ahmedabad, 2021-09-07)
In this paper we have analyzed low frequency stock data of listed Indian firms, to find if listing on the derivatives market has an impact on the price efficiency. The paper looks at multiple firms selected from small and ...
Designing brand names for bop segment in India
(Indian Institute of Management Ahmedabad, 2021-12-14)
The fortune associated at the bottom of the pyramid (BOP) is a primary motive for MNCs striving to expand into rural India. In order to attract and retain these consumers, it is of utmost importance to comprehend their ...
Relevance of the seven deadly sins in marketing
(Indian Institute of Management Ahmedabad, 2021-12-14)
Since time immemorial, sins and morality have been a subject of interest among religious
communities. Many religions argue that human beings' natural desires and longings are sinful in
nature if left unchecked. The ...
Impact of influencers on customer purchasing behaviours and its effectiveness
(Indian Institute of Management Ahmedabad, 2021-09-07)
Influencer marketing is growing as one of the major marketing techniques—influencers with a social following base act as opinion leaders. The expertise and trustworthiness of influencers make influencer marketing effective. ...
Through the e-looking glass: three essays on influencer marketing, self-discrepancies and consumer behavior
(Indian Institute of Management Ahmedabad, 2023)
"One of the most popular buzzwords of recent times, influencer marketing has attracted significant attention across academia and practice. However, the impact of exposure to influencers on an individual's self-concept is ...
Analysis of cold campaign effectiveness in email marketing and WhatsApp marketing
(Indian Institute of Management Ahmedabad, 2023-08-07)
Companies in their growth phase use cold messaging strategies using emails and SMS to push their products and services. Cold leads drive the top of the funnel. Email marketing is used by thousands of businesses of all sizes ...
Application of Artificial Intelligence and Machine Learning in Omnichannel Marketing
(Indian Institute of Management Ahmedabad, 2021-12-14)
In this project, we are scrapping the data from Swiggy's portal for all the cities and close to ~50,000 restaurant partners to understand the macroeconomic relationships between the costs, cuisines, ratings and the population ...
Analysis of digital eavesdropping in targeted marketing
(Indian Institute of Management Ahmedabad, 2022-03-21)
As data and information have become more accessible than ever in today’s digital era, this has brought many opportunities for businesses to understand the customers. While marketers have started focusing on sophisticated ...
Shoppable videos: the untapped gold mine in ecommerce retail.
(Indian Institute of Management Ahmedabad, 2023-08-08)
The report aims to research and analyse shoppable videos' working and their scope of scalability and implementation in the digital marketing space. It aims to identify potential use cases for shoppable videos and study ...
The intermingling of Blockchain, Artificial Intelligence and Marketing and its potential impact in future
(Indian Institute of Management Ahmedabad, 2023-08-07)
With increased awareness of data security and individual privacy in the age of the internet, where everything is shifting online, blockchain comes to safeguard and protect individual identity on the web. This, however, may ...