Media multitasking competes with television advertising for consumers’ attention, but it also may facilitate immediate and measurable response to some advertisements. This paper explores whether and how television advertising influences online shopping. We construct a massive dataset spanning...

Apparel industry in India is booming and there is fierce competition among various players in apparel segment in terms of lifestyle format. The study is aimed to find out impact of various dimensions of visual merchandising on impulse buying behavior of the customers visiting “Central...

In this paper, I develop afresh a comprehensive approach to market segmentation of Facebook users. The approach considers the implications of Facebook’s multi-sided platform (MSP) based business model. Using cluster analysis of survey data, I develop a basic 3 segments solution for the online...

Retail industry in India is booming and there is fierce competition. The country indeed has become the cynosure of FDI in retail sector and policies are heading towards more liberalization to attract foreign investment. There are various players in apparel segment in terms of lifestyle format....

Nearly all theoretically motivated models of consumer demand for multiple goods assume additive separability in preferences, i.e. the consumption utility of each good x is independent of the quantity demanded of another good y. This is a strong restriction that makes the solution of the...

The business world has moved from using trademarks — simple symbols identifying products — to brands — rich symbols that feed business strategy. At the same time, networked and empowered consumers are using brands, brand language, and branding strategies to make decisions about what they...

This paper draws concepts from the book The Mind Share Market: The Power of an Alternative Currency, by the same author. It expands the foundational definition of its predecessor "Freemium: Attributes of an Emerging Business Model" and focuses on the challenges of the model while introducing...

The mobile channel offers an exciting opportunity for marketers - one that most have yet to fully embrace. One avenue to pursue is the creation of a branded mobile offering, in which the marketer creates a portal dedicated to its product, service, or brand. With constant access to each customer,...

There is a substantial literature in medical journals examining the marketing and promotional efforts of pharmaceutical firms. This literature is generally critical of those efforts, focusing on the negative aspects of promotion. Although the literature is expressed in empirical and scientific...

Rhetoric is increasingly seen as an archaic concern for writers. Yet, the structure of sentences and word choice is proving progressively crucial to modern marketing campaigns. Hence, it can be said that capitalism has created a new revival of rhetoric in the modern era. More importantly, the...