Mobile banking is now an important and evolving medium for executing banking transactions. It has a huge potential in a developing country such as India. Our study explores the important antecedents of the mobile banking adoption intention of Indian customers and proposes a comprehensive...

Given the unprecedented reach of social media, firms are increasingly relying on social media as a channel for marketing communication. The objective of this study is to examine the effect of firm generated content (FGC) in social media on three key customer metrics, spending, cross-buying and...

While consumer screening of nutritional information as well as general health concerns have been on the rise, whether such concerns are reflected in purchasing behavior is not quite as certain. We postulate this disconnect between health concerns (more specifically concerns with fat, salt and...

In this study we examine the effect of customers’ participation in a firm’s social media efforts on the intensity of the relationship between the firm and its customers as captured by customers’ visit frequency. We further hypothesize and test for the moderating roles of social media...