<p>Shiv Nadar University is a comprehensive, multidisciplinary, research-focused, and student-centric University offering a full range of academic programs at the undergraduate, postgraduate and doctoral level. With state-of-the-art infrastructure, the University comprises of academic wings, sophisticated labs, international standard sports facilities, amphitheaters, auditorium, conference rooms and smart classrooms. The University&rsquo;s goal is to become internationally recognized for the quality of its research and creative endeavors and their applicability to improving quality of life, generating new insights and expanding the boundaries of human knowledge creativity. Committed to excellence in teaching, research and service, the University aims to serve the higher education needs of India and the world beyond.</p>

Shiv Nadar University

Purpose: Celebrity endorsement is a preferred marketing communication strategy adopted by business firms. The present study suggests theoretical underpinnings for investigating the effect of celebrity endorsement on individual investors' intentions to invest in the shares of companies. The study integrates marketing communication and behavioural finance theories to understand investor behaviour in the stock market. Design/methodology/approach: The study used a questionnaire based on a conjoint analysis technique. The retail investors from India filled out the questionnaire. The authors developed an orthogonal design to generate retail investors' investment intentions and applied the full-profile conjoint method. Findings: The results reveal that investors prefer to invest in technology-related firms when they employ entertainment celebrities to endorse their products. Investors prefer that entertainment celebrities' personalities match the single brand only they are endorsing. Further, investors choose to invest during corrective market trends in emerging economies, such as India. Originality/value: The study offers practical implications for corporate entities and marketing professionals by analysing retail investors' investment intentions in financial markets. © 2022, Emerald Publishing Limited.

World University root node

(SME) School of Management and Entrepreneurship

Marketing Intelligence and Planning

Do celebrity endorsements influence stock investment intentions?

Learning outcomes: After working on the assignment questions, the learners can achieve the following learning outcomes: to deliberate on the emerging cloud-based business models in the food-tech sector; to scrutinize the challenges faced by a start-up while selecting an expansion model; and to purpose strategies and solutions for scaling up the business. Case overview/synopsis: Ms Megha Bafna, the founder, conceptualized starting Keep Good Shape (KGS) in the year 2017. She started the business with a seed capital of INR 3,500 (US$54.13) from her savings. The idea stuck to her mind as she was working with a real estate firm, and every day, she packaged salad for her lunch. Bafna thought that if someone makes the salad available, she will buy it. Based on this this unmet need of the consumers, KGS started as a passion in 2017 and became a full-fledged business in 2021 with 400 daily customers and 38 full-time employees. Today, she serves 22 different salads, including customized salads for customers with lifestyle diseases based on a subscription model. She grew her organization using social media tools such as Facebook and WhatsApp without using any traditional promotion tools. COVID-19 pandemic has increased her orders by almost 10% as healthy meals emerged as people’s choice in 2021. In 2021, she has to choose between expansion through cloud-based kitchen business models across India. She has been confused about selecting the suitable cloud-based kitchen business model and contemplating about funding if she has to expand the business. Complexity academic level: An instructor can use this case in the courses of entrepreneurship/strategy subject of a graduate/MBA program. The case study sensitizes the students about setting up a new business and organizing to scale it up further. Supplementary materials: Teaching notes are available for educators only. Subject code: CSS 3: Entrepreneurship. © 2022, Emerald Publishing Limited.

Emerald Emerging Markets Case Studies

Keep Good Shape (KGS) – the expansion dilemma

Purpose: In recent times, the growing use of electronic word of mouth (eWOM) has attracted consumers, organizations and marketers alike. The objective of this study is to summarize and compare the current mass of eWOM research published in leading hospitality and tourism journals with research published in the other fields of both business and management. Design/methodology/approach: This study uses multiple bibliometric analysis methods, including citation, co-citation, keyword and co-word analysis. It compares various assessments of eWOM research published in 399 selected business publications and 398 selected hospitality/tourism publications (ABDC A and above and ABS 3 and above) between 2003 and 2021. Findings: The co-citation analysis identified three thematic areas under each of the domains, i.e. in the hospitality/tourism field, the three themes included eWOM and behavior; eWOM and social media; and eWOM as a marketing tool. Similarly, under the business field (encompasses remaining business and management subdisciplines), the three themes are eWOM and sales, eWOM quality and attributes; and eWOM, information and consumer. Additionally, the word and co-word analysis mapped the comparative evolution of research in these two fields. The study advocates more research focusing on less researched platforms using diverse data, recommender systems adoption and application of eWOM in the business to business (B2B) context. Research limitations/implications: This study summarizes the overall theoretical and conceptual structure of eWOM research in both business and hospitality/tourism fields; based upon which, several recommendations for future research are proposed. Originality/value: By comparing the developments in the specialized hospitality/tourism sector with broader management literature using multiple, complementary techniques, this study brings out important insights for hospitality/tourism researchers. © 2021, Emerald Publishing Limited.

Journal of Hospitality and Tourism Insights

Electronic word of mouth (eWOM) research – a comparative bibliometric analysis and future research insight

Learning outcomes: Leraning outcomes are as follows: demonstrating how companies in the Indian market are using competitive advertising; giving participants an overview of the regulatory framework for advertising in India; highlighting the complexities arising out of the multiplicity of advertising regulations and institutions in India; appreciating the legal and ethical perspectives of advertisements and self-regulation; and evaluating the stance taken by both the parties in this particular case to develop multi-stakeholder perspective. Case overview/Synopsis: A recent advertisement by international conglomerate Hindustan Unilever Limited was severely criticized for insulting Indian values by Baba Ramdev, promoter of India's largest Ayurvedic Company selling Indian indigenous and natural alternate medicinal products. It was in a complete reversal of the scenario between 2015 and 2018 when other Indian consumer goods companies complained against advertisements released by Patanjali. Indian fast moving consumer goods sector is witnessing a trend of competitive advertising in which companies are downplaying and criticizing the competitors. Though quite old, this trend caught momentum when Patanjali Ayurved Limited, a new player in the market, started advertising aggressively in 2015–2016. It resulted in many complaints by the aggrieved parties in the industry bodies and different courts of law in India. A part of the confusion comes from the diversity of advertising regulations across different Indian platforms and the absence of a clearly defined institutional framework for resolving such disputes. Consequently, most such disputes land up in the court of law in India. The case study builds an understanding of the legal framework within which companies are governed for brand promotions and creates a contextual ethical dilemma to drive the discourse on advertising through self-regulation in India. Complexity academic level: This case is meant to benefit students pursuing a graduate or upper-level undergraduate degree in management or law/business law. Supplementary materials: Teaching notes are available for educators only. Subject code: CSS 8: Marketing. © 2022, Emerald Publishing Limited.

Patanjali Ayurved Limited: role reversal in competitive advertising

Social and Sustainability Marketing: A Casebook for Reaching Your Socially Responsible Consumers through Marketing Science

Leveraging Social Media to Create Socially Responsible Consumers

Dish Tv India Limited: the dilemma of celebrity endorsement

Kingfisher: Ultra Max re-positioning hurdle

Social Responsibility Journal

Social marketing applications in public policy programs: key learnings and applications

(SoE) School of Engineering

Life Sciences

(SoNS) School of Natural Sciences

Methods in Molecular Biology

Preface

Australasian Marketing Journal

Convenience matter in mobile banking adoption intention?

International Journal of Business Innovation and Research

Hesitation to adoption in the e-grocery retailing in an emerging market

International Journal of Technology Marketing

Key determinants for purchasing pirated software among students

Contemporary Issues in Social Media Marketing

Contemporary issues in social media marketing

AaramShop.com reinventing the e-grocery wheel in India

Islamic Perspectives on Marketing and Consumer Behavior: Planning, Implementation and Control

Islamic perspectives on marketing and consumer behavior: Planning, implementation and control

Demystifying the Islamic consumer segments

Singapore Management Review

Media consumption and information usage in India

International Journal of Business Information Systems

Strategic information system design practices in an emerging economy

Factors affecting shopping of apparels in organized retail stores

International Journal of Services and Standards

Service quality measurement and its implications: A case study of Vishal Mega Mart