<p>IIM Indore seeks to be a contextually-relevant business school with world-class academic standards that develops socially-conscious managers, leaders and entrepreneurs. IIM Indore is committed to: Excellence in management education, research, and training, Use of contemporary participant-centric pedagogies and teaching methods, A presence in emerging segments of management education.</p>

IIM Indore

<h3>Purpose</h3><p>This study aims to explore the antecedents and outcomes of brand community engagement (BCE) in the context of social media-based brand communities (SMBCs). Moreover, the mediating role of brand evangelism between BCE and brand defence and between BCE and brand resilience is examined.</p><h3>Design/methodology/approach</h3><p>The data was collected using a questionnaire-based survey from 201 active members of various SMBCs. Partial least square based structural equation modelling is used to test the proposed conceptual model.</p><h3>Findings</h3><p>The results suggest that brand identification and brand prominence are the antecedents of BCE. BCE positively influence brand evangelism and brand defence. Furthermore, the finding suggests that brand evangelism mediates the relationship between BCE and brand defence and also between BCE and brand resilience.</p><h3>Research limitations/implications</h3><p>The sample for this study involves respondents active on different SMBCs, which may constrain uniformity in respondents’ experiences.</p><h3>Practical implications</h3><p>The insights provided by this study are useful in enhancing BCE with the SMBCs. The study highlights the role of brand evangelism in actively endorsing and defending the brands. The brand manager can promote brand evangelistic behaviour through meaningful engagement with SMBCs.</p><h3>Originality/value</h3><p>The study contributes to the literature of brand community engagement by focussing on its antecedents and outcomes in SMBCs. Further, this study adds to the branding literature by connecting two crucial streams of brand research: BCE and brand evangelism. The study also explores the mediating role of brand evangelism. It enhances the understanding of consumer-brand relationships in the context of SMBCs.</p>

World University root node

Marketing

Journal of Product & Brand Management

<p>Investigating brand community engagement and evangelistic tendencies on social media</p>

<p>New media has brought customers closer, they extensively indulge in eWOM. Unlike face to face WOM, which originates from known sources, eWOM on social media may originate from lesser known/unknown sources. Drawing on source credibility theory and persuasion research, aim of this study is to understand the interactive and distinct role of source and message credibility of eWOM towards consumer's brand attitude. Brand attitude may be influenced differently by different levels and combinations of source and content (message) credibility. Using the Facebook interface 246 between subject factorial design experiments are conducted. Two-way interaction effect of source and message credibility over consumer's brand attitude is tested; further one-way analysis of variance is tested to examine the varying influence of different levels and combinations of source and message credibility. A significant two-way interaction of source and message credibility moderate brand attitude. Results suggest that different levels and combinations of perceived source and message credibility, on social networking site influence consumer's brand attitude inconsistently. Study recommends caution to marketers while selecting online influencers for 'induced eWOM' campaign as believability may be moderated by all the different cues of credibility differently.</p>

Strategic Management

International Journal of Internet Marketing and Advertising

<p>eWOM via social networking site: source versus message credibility</p>

<p>This study selects the context of emerging markets to examine the role of ad creativity dimensions (divergence and relevance) in shaping the attitude of consumers. Most of the existing studies exploring consumer perceived creativity and its dimensions are based on inputs from consumers in developed markets. Using an experimental design, we test the differential effect of divergence and relevance for Indian consumers. The results indicate that for consumers from emerging markets, the role of relevance, which is mostly undermined, is as effective as divergence. The mediating role of attitude toward advertisement was established in the relationship between consumer perceived creativity and brand attitude. The main effects of divergence and interaction effects of divergence and relevance were found to be significant in influencing the consumers’ ad and brand attitude as well as motivation to process information. Ads high in creativity were found to result in a higher unaided product and brand recall. Ads high on divergence also resulted in increased consumers’ intentions to share the ad, which may be considered as a higher potential of becoming viral. The overall findings suggest that standardized advertising in global markets may have limited effectiveness.</p>

Organizational Behaviour and HRM

Journal of Global Marketing

<p>Divergence or Relevance in Advertisements: What Works in Emerging Markets? Evidence from Indian Consumers</p>

<p>The study examines how consumers, in a Facebook eWOM context, perceived source and message credibility by utilizing self-shared and system-generated cues. It investigates:(1) to what extent source and message credibility derived from these cues may lead to significant attitudinal responses and intentions to purchase; (2) and to what extent attitudinal responses are likely to vary with different levels and combinations of these credibility cues. Data was collected from 246 respondents who were exposed to Facebook eWOM scenarios. The structural model results confirm that the perceived source and message credibility derived from self-shared and system-generated cues are significant antecedents to purchase-related consideration for a brand. The results further confirm that these cues have an overall balancing effect: one compensates for the low level of the other leading to a significant persuasive response. The study evaluates traditional antecedents of WOM adoption, namely, perceived source and message credibility derived from unique interface-related features.</p><p>&nbsp;</p>

International Journal of Online Marketing

Facebook eWOM: Self-Shared Versus System-Generated Credibility Cue

<p>The purpose of the study is to examine the role of brand jealousy in brand communities. The brand jealousy and the brand love are proposed as the antecedents of the brand communities. The s.wom which connotes the forwarding content of engagement on these platforms is proposed as the outcome associated with these activities. Tie-strength and Homophile are propsoed as the moderators in the relationship between brand communities and S.wom. A conceptual model is proposed and major implication areas and proposed methodology is suggested.</p>

International Academic Journal of Business Management

Role of Brand Jealousy in Brand Communities on Social Networking Media

<p><b>Purpose</b></p> <p>This paper aims to examine the effect of anthropomorphic entities in the public service advertisements (PSA) on individuals&rsquo; pro-social behavior. In addition, the role of individuals&rsquo; need for affect and self-construal in moderating the effect of anthropomorphism toward pro-social behavior is explored.</p>  <p><b>Design/methodology/approach</b></p> <p>An experimental research design is executed to identify the causal relationship between anthropomorphic representations in the advertisements and pro-social behavior.</p>  <p><b>Findings</b></p> <p>The findings suggest that anthropomorphism in PSA is helpful in increasing compliance behavior amongst individuals. Besides, an individual’s need for affect was found to positively moderate pro-social behavior.</p>  <p><b>Research limitations/implications</b></p> <p>The authors extend the existing literature on the usage of anthropomorphism in social causes. The authors also explore the role of one of the intrinsic motivations, need for affect, in pro-social behavior.</p>  <p><b>Social implications</b></p> <p>The study demonstrates how best one could use anthropomorphization in PSA by sensitizing individuals to social causes and compliance behavior.</p>  <p><b>Originality/value</b></p> <p>The study builds upon the existing research on anthropomorphization, need for affect and pro-social behavior in increasing compliance with PSA.</p>

Fulltext

Journal of Indian Business Research

Role of anthropomorphization on pro-social behavior

<p>Many studies have examined the phenomenon of destructive leadership. However, not much research exists from the perspective of the subordinate, especially in terms of coping mechanisms against such forms of leadership. This paper integrates the research on destructive leadership with the literature on subordinates’ voice behavior as a conflict coping mechanism. Based on the social exchange and social identity theories, a framework linking destructive leadership and employees’ voice behavior has been proposed. It is argued that subordinate personality and organization climate will moderate this relationship. The proposed model was tested on a sample of 275 Indian professionals working in the Banking and Insurance sector. Temporal research design was adopted and data was collected in two phases with a time gap of six months. . Results supported all the main effect and moderating hypotheses. Implications for research and practice are discussed.</p>

Academy of Management Proceedings

A Temporal Study on Subordinate Response to Destructive Leadership: Role of Personality and Climate

<h3>Purpose</h3><p>The purpose of this paper is to understand the dimensions of the e-fulfillment process and its influence on customers in pure e-tailing; to classify the pertinent literature that has evolved over time addressing relevant managerial issues; and to identify the gaps between the practices prevalent in the e-fulfillment and those suggested by academicians to develop insights for future research.</p><h3>Design/methodology/approach</h3><p>A critical systemic literature review approach was used for the study with quantitative and qualitative analysis.</p><h3>Findings</h3><p>The authors identified seven dimensions of e-fulfillment in the literature on pure e-tailing: e-business quality, product quality, pricing, availability, timeliness, condition and ease of return and explored its linkages with shopping satisfaction and repurchase intention of customers in e-tailing.</p><h3>Research limitations/implications</h3><p>The study was skewed toward an empirical approach. The study does not include many of the analytical models in this space.</p><h3>Practical implications</h3><p>This study helps e-tailers, academicians and practitioners understand critical dimensions of e-fulfillment and its influence on customers in the pure e-tailing setting in order to design customer-centric e-fulfillment architecture.</p><h3>Originality/value</h3><p>The study identified seven dimensions of e-fulfillment in the literature and explored its influence on shopping satisfaction and repurchase intention of customers in pure e-tailing. This is the first compilation of standalone/isolated studies available in the literature to provide e-tailers and academicians meaningful insights into e-fulfillment in the pure e-tailing setting.</p>

Operation Management and Quantitative Techniques

Asia Pacific Journal of Marketing and Logistics

<p>E-fulfillment dimensions and its influence on customers in e-tailing: a critical review</p>

Touch is one of the five senses, which plays an important role in the evaluation of product and purchase decision. This chapter tries to see how need for touch is a barrier in an online shopping context, where it is not feasible to touch a product. This study tried to identify two factors, return policy and e-tailer&rsquo;s image which may act as a compensatory mechanism for inability to touch a product during online shopping. Through this study, we proposed that need for touch moderates the relationship between these factors and consumer response. The study tries to propose the role of return policy and e-tailer&rsquo;s image as a compensatory mechanism for inability to touch a product while shopping online. Potential contributions and directions for future research have been discussed in detail.

Developments in Marketing Science: Proceedings of the Academy of Marketing Science

Need for Touch: A Barrier in Online Shopping—Identifying Compensatory Factors in an Online Context

<p>Purpose: The present study investigates consumers&rsquo; evaluation of anthropomorphized brand under the influence of negative information. The study empirically examines the role played by consumer&rsquo;s thinking style (holistic and analytic) in moderating the effect of negative information towards evaluation of anthropomorphized brand</p>

<p>Design/methodology/approach: The study adopts experimental 2 (brands: anthropomorphized /nonanthropomorphized) X 2 (thinking style: analytic / holistic) between-subjects design to evaluate anthropomorphized brand keeping negative information constant</p>

<p>Findings: The participants with analytic thinking evaluated anthropomorphized brand more unfavorably than nonanthropomorphized brand post exposure to negative information. Also, it was found that holistic thinkers remain indifferent to both anthropomorphized and non-anthropomorphized brand. </p>

<p>Research limitations/implications: While investigating negative occurrences for anthropomorphized brands, it&rsquo;s important to consider the contextual factors at play that are vital to consumers, as negative incidents does not arise in isolation. The present study does not cover significance given to contextual factors. So to deepen the understanding role of such factors and negative information might be consider in future.</p>

<p>Practical implications: The study is expected to help in dealing with negative information by considering the holistic and analytic thinking style of consumers towards anthropomorphized brands. This would help practitioners to embrace strategies that develop holistic thinking amongst consumers when exposed to negative situation. </p>

<p>Originality/value: The study contributes to the existing body of knowledge in exploring consumer-brand relationship and anthropomorphized branding. The present study would offer theoretical and empirical explanation for the underlying process involving negative impact on anthropomorphized brand.</p>

2st Global Consumer Brand Relationships Summit

Examining the role of anthropomorphism on consumer’s brand evaluation

The purpose of this study is to propose a conceptual framework for measuring the key dimensions of the e-fulfillment process and its relationship with online shopping satisfaction in pure e-tailing. The key dimensions relevant to the e-fulfillment process are explored in the literature during the first part of the study. These dimensions are categorized into three distinct processes of e-fulfillment: order procurement, order fulfillment, and product returns. In the second part of the study, the authors propose a conceptual framework and develop hypotheses to understand the relationship between the key dimensions of the e-fulfillment process, including e-business quality, product quality, availability, timeliness, condition, billing accuracy, ease of return, and online shopping satisfaction. Furthermore, the constructs in the proposed framework were empirically tested. This study will help e-tailers, academicians, and practitioners understand the consumers’ expectations regarding the key dimensions of the e-fulfillment process to design a consumer-centric e-fulfillment architecture.

Journal of Internet Commerce

A conceptual framework for measuring E-fulfillment dimensions: A consumer perspective

Mobile advertising is a term used for advertising using any mobile device such as mobile phones, tablets, Personal Digital Assistants (PDAs). In line with existing literature, the current study also uses the term 'mobile advertising' for advertising on any mobile device. The purpose of this paper is to highlight key research issues in the area of mobile advertising. Through a thorough scan of extant literature published in the last ten years, the paper highlights key issues related to mobile advertising. The paper categorises existing research into four areas relevant to mobile advertising: technology, permission, consumer attitudes, and acceptance and success factors. Based on the review, a framework is proposed. Further, it is found that available research on mobile advertising has a serious limitation: either it addresses one specific type of advertising medium, or the findings of the studies are specific to a geographical location or country. Another limitation is related to the scales or instruments used in existing literature for measuring various constructs that are not specific to mobile advertising. Thus, the paper highlights the need for development of new instruments for measuring the distinct parameters of mobile advertising.

The Marketing Review

Mobile advertising: A review of the literature

<p>Despite the rising importance of globalisation in the marketing field, researchers have given little attention to how it might affect brand name preference for a new product. This article examines the impact of brand globalness (global versus local brand) on consumer evaluation of new product branding strategies (new brand versus extended brand). Using an experimental approach, two analyses are performed for both functional and prestige products in the Indian context. The results show that consumers have a favourable attitude and purchase intention for global brands with extended brand name. For local brands, new brand names and extended brand names are preferred if the product categories are functional and prestige, respectively. The research further reveals that product category does not have a significant effect on consumer evaluation of branding strategy for global brand. The research not only contributes to the extant literature, but also provides managerial implications by emphasising that marketers must consider brand globalness and product category before selecting brand name for the new product.</p>

Journal of Brand Management

<p>Role of brand globalness in consumer evaluation of new product branding strategy</p>

Social media has a lot to offer to the marketers in the form of a ‘web of brand-related-conversations’. With the popularity of social media, users indulge in ‘eword-of-mouth’ (eWOM) behaviour while interacting with other users of social media, thereby diffusing the brand-related discussions to a much larger audience. Consumers have compelling stories to share about their brand experiences, seek recommendations and exchange product information with other users of social media. This research brings to the fore factors that can, at outset, induce eWOM behaviour in the form of motivation and social relational properties. Drivers or motives of eWOM behaviour on social media are unique and at the same time nurturing relationships and networking is one of the fundamental functionality users of social media derive. Therefore, both of these factors ought to play a crucial role in comprehending the underlying eWOM behaviour. Researchers have empirically found eWOM on social media to be capable of influencing, both, consumption-related behaviour and brand equity. Even marketers, with the help of technology, are closely monitoring eWOM to capture consumer sentiments and insights. Unlike traditional WOM, which mostly originated from known and trustworthy sources, eWOM may originate from sources where no significant prior relationship exists. Therefore, the influence of eWOM towards consumption-related behaviours is likely to be moderated by credibility perceptions consumers derive from both, the source of the eWOM and the message itself. Hence to understand the phenomenon better, this is a conceptual article based on extensive review of relevant literature that attempts to understand the precursors that lead to eWOM behaviour on social media and the role of credibility. The study suggests a conceptual model along with testable propositions.

IIM Kozhikode Society & Management Review

Brand-related, Consumer to Consumer, Communication via Social Media

Editorial Team

Save the Girl Child Initiatives in India-A Social Marketing Perspective

We propose a system that extracts the most relevant figures and tables from a set of topically related source documents. These are then integrated into the extractive text summary produced using the same set. The proposed method is domain independent. It predominantly focuses on the generation of a ranked list of relevant candidate units (figures/tables), in order of their computed relevancy. The relevancy measure is based on local and global scores that include direct and indirect references. In order to test the system performance, we have created a test collection of document sets which do not adhere to any specific domain. Evaluation experiments show that the system generated ranked list is in statistically significant correlation with the human evaluators' ranking judgments. Feasibility of the proposed system to summarize a document set which contains figures/tables as their salient units is made clear in our concluding remark. 	extcopyright 2012 Springer-Verlag.

Computational Linguistics and Intelligent Text Processing Lecture Notes in Computer Science

Extraction of Relevant Figures and Tables for Multi-document Summarization

The Rhetoric and Reality of Marketing

<p>A snapshot of India:</p> <p>one billion population</p>  <p>ranks seventh in the world in area</p>  <p>ranks first in the world in irrigated area</p>  <p>ranks second in production of rice, wheat, milk and sugar</p>  <p>ranks twelfth for GDP</p>  <p>ranks eighth in electricity generation</p>  <p>ranks thirtieth in exports of goods and services</p>