Creation of a Conceptual Model for Adoption of Mobile Apps for Shopping from E-Commerce Sites–An Indian Context

The changing marketing landscape has seen the advent and adoption of new tools like shopping apps for consumers. The conventional models which have studied Information Technology (IT) acceptance and adoption by consumers have found that adoption is a function of perceived usefulness and ease of usage. Other models have emphasised Quality, Enjoyment and Trust as significant determinants of the adoption of IT by consumers. Evolution in IT, changing consumer habits, changing demographics and consumer traits make it imperative to rethink pre-existing theories of acceptance and adoption of IT in the context of e-marketing. This paper focuses on the growth of the usage of Apps by consumers in India, explores their functionalities and proposes a new conceptual model for the adoption of Mobile Apps by consumers shopping on e-commerce sites in India. Convenience, Collaboration, Hedonic Motivation, and Habit are the significant constructs outlined in the proposed model, which focuses on the usage of apps in the wake of task directed and experiential consumer behaviour. We propose that Degree of Internet Savviness and Individual Internet Worth are additional moderating variables which impact the effect of convenience and collaboration on App Usage. Implications of the proposed model for research and practice are discussed

A Netnography of the Social Media Presence of Brand Netflix, India

Social media marketing is growing at a rapid pace. Marketers need to keep up with technology-savvy consumers and help the brands in reaching greater heights with the help of social media practices. This manuscript presents how an Over-the-Top platform like Netflix India uses social media as a digital tool for enhancing consumer engagement and building strong consumerbrand relationships using netnography as a tool. This manuscript further attempts to classify the content generated by Netflix India on its social media platforms- Instagram, Facebook, Twitter into diverse content typologies, identify the most significant content typology, and understand how the number of likes, comments, shares, retweets (in case of Twitter) relating to most significant content typology impacts the enhancement of consumer engagement amongst Netflix audience. Thereafter, the research study classifies the content generated by Netflix into three categories, namely- informational content, promotional content, and relational content. The study is further able to empirically illustrate how a greater number of likes, shares, comments, and retweets on relational content has a significant impact on consumer engagement of the brand Netflix

Disney plus Hotstar on Twitter: Using netnography and word clouds to gain consumer insights

Microblogging platform Twitter is being used more and more by businesses to promote and connect with their brands. The main goal of this manuscript is to identify the content typologies that Disney Plus Hotstar utilizes on Twitter to encourage customer engagement. This has been accomplished through the usage of technique termed as Netnography. The document then uses wordclouds to extract user data from the Disney Plus Hotstar twitter feed

Use of thiopurines in inflammatory bowel disease : an update

Inflammatory bowel disease (IBD), once considered a disease of the Western hemisphere, has emerged as a global disease. As the disease prevalence is on a steady rise, management of IBD has come under the spotlight. 5-Aminosalicylates, corticosteroids, immunosuppressive agents and biologics are the backbone of treatment of IBD. With the advent of biologics and small molecules, the need for surgery and hospitalization has decreased. However, economic viability and acceptability is an important determinant of local prescription patterns. Nearly one-third of the patients in West receive biologics as the first/initial therapy. The scenario is different in developing countries where biologics are used only in a small proportion of patients with IBD. Increased risk of reactivation of tuberculosis and high cost of the therapy are limitations to their use. Thiopurines hence become critical for optimal management of patients with IBD in these regions. However, approximately one-third of patients are intolerant or develop adverse effects with their use. This has led to suboptimal use of thiopurines in clinical practice. This review article discusses the clinical aspects of thiopurine use in patients with IBD with the aim of optimizing their use to full therapeutic potential.Peer reviewe

Concept of Oral Hygiene in Ayurveda

Ayurveda is the ancient Indian system of health-care and longevity. It involves a holistic view of man, his health and illness. Even though dentistry was not a specialized branch of Ayurveda, it is included in its Shalakya Tantra. Problems such as deformities of the oral cavity, plaques and infections were managed in ancient India. Research has shown that all kinds of chewing sticks described in ancient Ayurveda texts have medicinal and anti-cariogenic properties. Kavala and Gandoosh kriyas are claimed to cure several systemic diseases. Scientific validations of the Ayurveda dental health practices could justify their incorporation into modern dental care. In this paper, an attempt has been made to review various herbal plants mentioned in Ayurveda that can be used as an adjunct for the maintenance of oral health

Multidisciplinary Perspectives Towards Building a Digitally Competent Society

Используемые программы Adobe AcrobatМир претерпевает трансформацию, поскольку технологии проникают в каждую экосистему. Следовательно, существует необходимость развивать цифровые навыки более высокого порядка, чтобы обеспечить возможность трудоустройства, поскольку профессионалам необходимо развивать цифровые компетенции, чтобы оставаться конкурентоспособными в текущей рабочей среде. Кроме того, предприятия также должны продолжать обновлять свои цифровые методы, чтобы оставаться актуальными. В книге «Многодисциплинарные перспективы построения общества, компетентного в цифровых технологиях», исследуются междисциплинарные перспективы построения общества, более компетентного в цифровых технологиях, рассматриваются новые бизнес-модели и необходимость для организаций и отдельных лиц развивать правильное мышление для внедрения цифровизации, а также обсуждается, как социальный капитал может стать ключевым фактором в развитии цифрового общества. создание совершенно новой цифровой социальной структуры. Этот справочный материал, охватывающий такие темы,The world is undergoing a transformation as technology enters every ecosystem. Subsequently, there is a need to develop higher-order digital skills to ensure one's employability as professionals need to build digital competencies to remain competitive in the current work environment. Additionally, businesses must also continue to update their digital practices in order to remain relevant. Multidisciplinary Perspectives Towards Building a Digitally Competent Society explores multidisciplinary perspectives towards building a more digitally competent society, considers new business models and the need for organizations and individuals to develop the right mindset to embrace digitalization, and discusses how social capital can become a key driver in crafting a whole new digitally competent social fabric. Covering topics such as technological transformation, social media, and corporate social responsibility, this reference work is ideal for corporate practitioners, business owners, policymakers, scholars, researc

Measuring attitude towards advertisements: A comprehensive model in the new

Attitude towards advertising is recommended as a valid and significant predictor of advertising outcomes such as consumers' ad engagement, brand attitude, and purchasing behaviour. In the past, the major models developed and determinants used for evaluating attitudes toward advertisements  were influenced by the early consideration that advertisement generally means television commercials. Recent reports have confirmed a paradigm shift in media consumption habits of consumers from traditional media to digital media for their entertainment, information, and social needs. Presumably, based on evolved media consumption patterns, these may change in the title, order, and magnitude of cognitive factors associated with attitude towards advertisement, thus necessitating new combinations of factors for attitude evaluation. This study presents a detailed review of articles related to attitude toward advertisement in general and specific media, intended to identify and suggest a new comprehensive model for determining the attitude towards advertisement. The meta-analysis of 86 data points indicated that the usage frequency and relevancy of some cognitive factors are more significant, and some factors can be clubbed together

Consumer Segmentation in the Fashion Industry Using Social Media: An Empirical Analysis

Social media has developed into a symbolic channel that affects consumer behavior due to the remarkable marketing and ecommerce opportunities that the internet has provided. This study is based on segmentation of consumers into different categories in the world of fashion using social media. This paper proposes two conceptual models (the FC-CBR model of consumer brand relationship and the FC-CBP model of consumer brand perception) for exploring further into these constructs and developing a more coherent theoretical framework. The study identifies factors of Consumer Brand Relationship (CBR) and Consumer Brand Perception (CBP) using social media in the fashion world. Subsequently, the manuscript groups fashion consumers into clusters using K-means cluster analysis based on consumer brand relationship and consumer brand perception. The manuscript demonstrates how the clusters can be used in the development of efficient targeting and positioning strategies by practitioners