Smart Homes system has gained a huge demand in last few years as they improve the standard of living and give user an easy life. Any house that is integrated with automated technology (i.e., has connectivity in nearly all devices) is called a smart home. The concept of smart home can be explored...

Diversity is an important concept in business and marketing and is utilized in campaigns to attract consumers. This study examines the level of diversity in print media that targets the niche market of gays and lesbians. Race and gender are examined to determine if, in fact, marketers are being...

Firms of varying size can produce the same product. Do consumers make inferences about products based on firm size? We focus on perceptions of product naturalness and show, in four studies, that products made by smaller firms are perceived to be more natural — whether they are directly...

Several brands are striving in their endeavors to find new ways to improve their consumer engagement through social media. They are using different tools including influencer marketing through social networking sites (SNSs). Therefore, this chapter addresses a gap in the academic literature as...

A recent Gallup poll found only 13% of Americans trust the media “a great deal,” while 28% indicated that they trust the media “a fair amount.”However, evidence suggests a more favorable situation for local journalism.Poynter’s 2018 Media Trust Survey and a recent Knight...

Marketing is a dynamic concept. It adapts according to the current market trends. It has become a multidimensional aspect, ever since people have started to realize its importance. First developed as the Production Concept (from the beginning of capitalism), which fixated on the production of...

We estimate the causal effects of different targeted email promotions on the opening and purchase decisions of the consumers who receive them. To do so, we synthesize and extend recent advances in causal machine learning techniques to capture heterogeneity in the content of the email subject...

This paper studies about the marketing strategies of Samsung. India is a potential market for mobile phone industry. Every mobile company sees India as 900 million mobile customers. But Indian per capita is very low. So the company manufacturing low cost mobile with various features can only...

We find that consumers prefer bonus pack, as opposed to price discount, for virtue foods but prefer price discount, as opposed to bonus pack, for vice foods. Past research has shown that cēterīs paribus consumers prefer bonus pack to price discount. We propose that this preference does not...