Feb'21


The IUP Journal of Marketing Management

ISSN: 0972-6845

A 'peer reviewed' journal indexed on Cabell's Directory,
and also distributed by EBSCO and Proquest Database

It is a quarterly journal focusing on Marketing strategy, Marketing research and techniques, Brand management, Advertising, Consumer behavior, E-commerce and marketing strategies, Retail marketing vs. E-commerce and other emerging and interdisciplinary issues.

Privileged access to Online edition for Subscribers.

Focus Areas
  • Marketing Strategy
  • Marketing Research and Techniques
  • Brand Management
  • Advertising
  • Consumer Behavior
  • Emerging and Interdisciplinary Issues
CheckOut
Article   Price (₹) Buy
The Determinants of Adoption of Social Media Marketing Among SMEs in Tanzania
50
The Key Motivations and Constraints of Collaborative Consumption: An Application of Theory of Reasoned Action
50
Does Affective Appeal in Television Advertisement of Durable Goods Influence Millennials?
50
       
Contents : (Feb' 2021)

The Determinants of Adoption of Social Media Marketing Among SMEs in Tanzania
Omary Swallehe

The general objective of this study is to assess the determinants of adoption of Social Media Marketing among SMEs in Tanzania. To achieve this main objective, four specific objectives were developed, namely, to assess the extent to which technological factors influence decisions to participate in social media marketing, to examine the organizational factors influencing decisions to participate in social media marketing, to determine the business environment determinants influencing the decisions to participate in social media marketing, and to suggest measures that can enhance easy adoption of social media marketing among SMEs in Tanzania. In this study, the Resource-based theory and the diffusion of Innovation theory were used as guide. Cross-sectional survey design was used, and to obtain respondents, the author used stratified sampling technique, where a total of 98 SMEs were selected but only 90 SMEs agreed to participate in the study. Data was collected using a questionnaire, interviews and documents review, and data was presented using tables, histograms, bars and pie charts and narrated to get a coherent meaning of the findings. The findings obtained show that there are three sets of factors that determine the adoption of social media marketing among SMEs: technological factors, viz., availability of ICT infrastructure, the number of devices used to access social media, the ease-to-use of social media, the speed of the Internet services, and the affordability of the Internet services; organizational factors, viz., positive attitude of the managers and workers, the ability of workers to use social media, company expansion strategy, company financial capacity; and business environmental factors, viz., customers' pressure, competitors' pressure, and social media applications being easy to use, favorable government policies, communication policy on social media, price of the Internet services, and price of devices enabling social media application installation and use.


© 2020 IUP. All Rights Reserved.

Article Price : Rs.50

The Key Motivations and Constraints of Collaborative Consumption: An Application of Theory of Reasoned Action
Saubhagya Bhalla

The study attempts to test the mediating impact of attitude on the relationship of motivation, constraint, and behavioral intention of collaborative consumption and to explore institution-based trust and perceived coercive power of service provider, by applying the Theory of reasoned action. Descriptive research design was adopted. The data was collected online from 200 users. Linear regression by Baron and Kenny (1986) has been applied. Economic benefits demonstrated an insignificant impact on attitude and intention. However, institution-based trust demonstrated a positive and significant impact on attitude. Perceived coercive power showed a negative impact on attitude and intention. Materialism showed negative and insignificant impact on intention, but significant impact on attitude. Attitude is a strong mediating variable, especially in case of economic benefits and materialism. Marketers need to build a strategy considering the economic appeal. Discounts based on frequency of usage and loyalty cards can help in increasing intent towards sharing intention. Technological upgradation must be established to ensure safety of the users' data. There must be no fear among consumers about breach of their private data. The marketers need to build trust among consumers that they would not be fined until or unless the service provider finds a loss or damage to the shared asset. Also, practitioners are recommended to focus on experiential consumption and make their offerings and communicate the offering with relation to symbolic consumption by providing quality sharing. Most importantly, practitioners need to build a strong attitude towards collaborative consumption. The study has filled the gap in the existing literature by examining the mediating role of attitude. The study has explored understudied constructs such as institution-based trust and perceived coercive power of service providers.


© 2020 IUP. All Rights Reserved.

Article Price : Rs.50

Does Affective Appeal in Television Advertisement of Durable Goods Influence Millennials?
Rishi Chakravarty and Nripendra Narayan Sarma

Previous literature has highlighted the attitude of millennials towards online advertising, but research on the influence of affective appeals in traditional advertisements of consumer durable goods on millennials is substantially less. Therefore, the authors desired to explore the identified gap and tested a relevant null hypothesis using a Two-Way Analysis of Variance (ANOVA). The findings show that there is significant gender-wise and age-wise difference in the influence of affective appeal in television advertisement of durable goods on millennials, while the influence of interaction between gender and age of millennials towards affective appeal in television advertising of durable goods is found to be similar at the same level.


© 2020 IUP. All Rights Reserved.

Article Price : Rs.50

Upload Articles
Click here to upload your Articles

Journals


Magazines


Articles of the Month
ISBN: 978-81-314-2793-4
Price: ₹250
Payment by D.D. favouring
"ICFAI A/c IUP", Hyderabad

Reach us at
info@iupindia.in
Tel: +91 8498843633