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All for a good cause: a study of placement of cause marketing advertisements in consumer online decision journey
(Indian Institute of Management Ahmedabad, 2021)
This study examines the impacts of placing cause advertisements at different stages of a consumer’s online decision journey. Cause related marketing (CRM) is defined as a commercial activity in which a brand is advertised ...
Modelling the impact of meme based based marketing on a company's online customer engagement relative to traditional social media marketing methods
(Indian Institute of Management Ahmedabad, 2021-09-07)
It took social media less than a generation to progress from a medium of information exchange to a hotspot for virtual gatherings and retail platforms. The growth of social media was especially bolstered after the pandemic ...
Cause marketing by FMCG brands and its impact on purchase decision of Indian consumers
(Indian Institute of Management Ahmedabad, 2021-09-07)
Our project will be focused on gaining insights about the latter kind of cause marketing, and specifically on studying the impact of purchase decisions of consumers in Indian markets when FMCG brands have employed such ...
Analysis of structural conditions affecting primary market trends
(Indian Institute of Management Ahmedabad, 2021-12-14)
In theory, this is expected to increase the linkage between private market activity and primary market issuances after the investment gestation period across the growth rounds. This is because, in this scenario, IPOs are ...
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. ...
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 ...