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62 articles for “Social media marketing”
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E-Commerce (online Marketing)
Abstract: The internet has made reaching to our target audience, no matter where they maybe , much easier and cheaper than before. Instead of spending hundreds or thousands on a TV commercial or an ad in the yellow pages, we can now spend just a few bucks advertising on websites and social media. But the world of online marketing can be overwhelming for a busy small business owner to navigate. Modern …
Published in NOLEGEIN Journal of Information Technology & Management · Vol. 2, Issue 1, 2019 · pp. 1–3 Read article
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Enhancing Fairness and Transparency in Deep Learning- Based Stock Market Forecasting
Abstract: Over the past few years, Deep Learning Models have gained prominence as a very effective means of predicting future financial markets because these types of models are capable of identifying and modelling complex non-linear data relationships that may otherwise be missed by human analysts. By analyzing huge amounts (millions of observations) of historic data about the market, the technical indicators and sentiment derived from news articles, social media or analyst …
Published in NOLEGEIN Journal of Financial Planning and Management · Vol. 9, Issue 1, 2026 Read article
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Retail Banking – Redefined by Digital marketing strategies.
Abstract: Digital banking channels make it extremely easy for customers to execute transactions that previously required a visit to a branch. While there are still certain transactions that cannot be completed online, many can now be processed through mobile banking, internet banking, and other digital platforms. Digital banking is said to be the future of the banking industry, as it will reduce costs associated with hiring employees and other expenses related …
Published in NOLEGEIN Journal of Management Information Systems · Vol. 7, Issue 2, 2024 · pp. 22–26 Read article
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Role of Marketing Communication in Adoption of Digital Wallets and UPI Apps
Abstract: India’s transition toward a cash-lite economy has been significantly accelerated by the rapid expansion of mobile-based financial technologies, particularly digital wallets and Unified Payments Interface (UPI) applications. However, the widespread adoption of these platforms depends not only on technological accessibility and usability but also on how effectively their benefits, security, and reliability are communicated to users. This study examines the role of marketing communication in influencing the adoption and continued …
Published in NOLEGEIN Journal of Financial Planning and Management · Vol. 9, Issue 2, 2026 Read article
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Viral Branding Meets Market Complexity: The Prime Hydration Case Across Western and Indian Consumer Landscapes
Abstract: The global rise of influencer-driven consumer brands has reshaped the landscape of product marketing and consumption, particularly in the functional beverage sector. This paper examines the case of Prime Hydration, a wellness beverage brand co-founded by social media influencers KSI and Logan Paul, which gained rapid popularity in Western markets through viral marketing, celebrity branding, and strategic scarcity. However, its foray into the Indian market did not yield comparable success. …
Published in NOLEGEIN Journal of Advertising and Brand Management · Vol. 8, Issue 2, 2025 · pp. 27–34 Read article
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Exposing the Strength and Intricacy of Influencer Marketing: Techniques, Mentalities, and Effect on Consumer Behavior
Abstract: Influencer marketing has become an important marketing strategy in recent years that uses the power of social media to attract the attention of target audiences and increase brand awareness/ brand ambassadors. The purpose of this article is to analyze the complexity of the economic impact by analyzing its changes, researching its benefits, and analyzing its impact on people, consumer behavior, and product benefits. An outline of influencer marketing's definition, history, …
Published in NOLEGEIN Journal of Advertising and Brand Management · Vol. 7, Issue 1, 2024 · pp. 21–28 Read article
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Impact of Social Media on Children
Abstract: As technology advances and virtual experiences become more prevalent, individuals are spending an increasing amount of time consuming online content. This phenomenon is particularly evident among today's children, who are born into a digital world where communication technology and the internet are readily accessible. This exploratory study aims to comprehend children's social media behavior and their motivations for sharing their consumption patterns and brand experiences through social media. The study …
Published in NOLEGEIN Journal of Advertising and Brand Management · Vol. 6, Issue 1, 2023 · pp. 25–30 Read article
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Digital Marketing Impact of Big Data
Abstract: Customers are using digital channels more frequently due to technical advancements, making it possible for marketers to collect and exploit consumer data in real-time. This data is generated and acquired in real-time, around-the-clock, seven days a week, allowing the marketing industry to determine which efforts were successful and which were unsuccessful. By superimposing several data sets, such as social media posts, money spent on product promotion, the business can determine …
Published in NOLEGEIN Journal of Advertising and Brand Management · Vol. 6, Issue 1, 2023 · pp. 1–6 Read article
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Analyzing Real Estate Consumer Behavior and Preferences in the Digital ERA: a Study of Online Marketing Impact on Property Purchase Decisions in Bengaluru Smart City
Abstract: Our study aims to investigate the impact of online marketing on real estate consumer behavior within Bengaluru's Smart City. The primary objectives include assessing the influence of online marketing strategies, understanding buyer preferences for digital tools, and exploring the significance of innovative marketing technologies in shaping consumer behavior and decision-making in the real estate sector. The research employs a mixed-methods approach combining quantitative and qualitative methodologies. The quantitative phase involves …
Published in NOLEGEIN Journal of Consumer Behavior & Market Research · Vol. 7, Issue 2, 2024 · pp. 8–18 Read article
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Consumer Experience in a Digital World: Transforming the Indian Future Market
Abstract: India's digital revolution is reshaping its consumer landscape at an unprecedented pace. The digital revolution is reshaping consumer experiences at a fundamental level, especially in emerging economies like India. With rapid advancements in technology, including mobile connectivity, e-commerce, social media, and digital payment systems, Indian consumers are increasingly engaging with brands through digital platforms. This paper explores the evolving concept of consumer experience (CX) within the Indian digital context, focusing …
Published in NOLEGEIN Journal of Management Information Systems · Vol. 8, Issue 2, 2025 · pp. 1–8 Read article
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Social Media Influencers’ Effect on Personal Lives: An Examination of Monitoring Requirements
Abstract: This study explores the significant and varied effects that social media influencers have on people’s private lives, looking at the psychological, sociological, and economic aspects of their influence. As digital platforms grow more and more integrated into everyday life, influencers are becoming increasingly significant. They are influencing public attitudes, actions, and trends in a variety of fields. This study examines the dual nature of their influence, emphasizing the serious risks, …
Published in NOLEGEIN Journal of Advertising and Brand Management · Vol. 8, Issue 1, 2025 · pp. 1–5 Read article
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Impact of Social Networking Sites as a Marketing Tool for Business School Promotions
Abstract: In selecting a B School, a prospective student finds it very difficult in selecting the right choice for him/ her. Most of the B Schools promise the same facilities, infrastructure, placements, and exposure to various subjects, etc. A student is bombarded with various choices and finds it difficult to find the right B School. Hence, it is necessary for a student to find a trusted source of information in selecting …
Published in NOLEGEIN Journal of Information Technology & Management · Vol. 1, Issue 2, 2018 · pp. 12–20 Read article
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Marketing of Hospitality and Tourism services in India
Abstract: India is outstanding for its rich social legacy and assorted variety. With the changed situation and headway of innovation, where the time and separation pressure lead to the chance to an individual to travel around the globe just with less timeframe. India may not be ready to draw in enough abroad visitors just with its beautiful, rich structural and fantastic magnificence; yet in addition, its conventional qualities and neighborliness pulled …
Published in NOLEGEIN Journal of Advertising and Brand Management · Vol. 2, Issue 2, 2019 · pp. 31–41 Read article
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The Influence of Instagram Influencers on Consumer Behavior in Delhi NCR
Abstract: The swift expansion of social media networks has significantly reshaped how consumers identify, assess, and interact with brands. In this evolving digital environment, Instagram influencers have become influential trendsetters and trusted voices, playing a crucial role in shaping consumer perceptions and purchase decisions within online marketplaces. This study examines the influence of Instagram-based content creators on consumer purchasing behavior, brand perception, and trust formation within the Delhi NCR region. As …
Published in NOLEGEIN Journal of Consumer Behavior & Market Research · Vol. 9, Issue 1, 2026 Read article
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Building Brands that Last: A Review of Consumer Loyalty, Brand Equity, and Emerging Strategies
Abstract: Brand equity and consumer loyalty are the most significant aspects of modern branding which have a huge influence on how consumers perceive, interact, and remain loyal to brands within the competitive environment. The purpose of this paper is to dive deep into the mechanisms through which marketing strategies and psychology drive brand loyalty and equity and show that is largely due to the emotional, cognitive, and behavioural factors. The article …
Published in NOLEGEIN Journal of Consumer Behavior & Market Research · Vol. 8, Issue 1, 2025 · pp. 1–8 Read article
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7 Changes Marketers Should Make Paid Media Marketing In 2025
Abstract: Paid advertising has been around as long as commerce itself. Ancient Egyptians shared promotional messages and posters on papyrus, and archaeologists have uncovered commercial advertisements in the remnants of Arabia and Pompeii. Throughout the annals of trade, companies have invested in promoting their messages, drawing in more customers, and staying a step ahead of their rivals. However, through the ages, paid advertising has faced challenges as markets transformed and consumers …
Published in NOLEGEIN Journal of Global Marketing · Vol. 8, Issue 2, 2025 · pp. 1–7 Read article
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Bridging the Gender Pay Gap: The Role of social media, EQ, IQ, and Fund Management in Female Entrepreneur Success
Abstract: This paper explores the multifaceted dynamics influencing the success of female entrepreneurs, with a particular focus on the roles played by social media, emotional intelligence (EQ), intellectual intelligence (IQ), and fund management in bridging the gender pay gap. Through a comprehensive synthesis of existing research, secondary data, and case studies, we analyze how these factors empower women to create economic opportunities and overcome barriers in business. Despite global efforts, the …
Published in NOLEGEIN Journal of Entrepreneurship Planning, Development and Management · Vol. 7, Issue 2, 2024 · pp. 62–73 Read article
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Determining Influential Factors on Attitudes and Revisit Intentions at Fast Food Outlets
Abstract: This research explores consumer behavior within the fast-food industry, focusing on university scholars in Delhi, a pivotal demographic for fast food outlets. The study identifies several key factors shaping consumer attitudes and revisit intentions. Food quality emerges as a critical determinant, with scholars prioritizing taste, freshness, and overall quality when choosing fast food outlets. This underscores the need for outlets to maintain high food standards and innovate their menu to …
Published in NOLEGEIN Journal of Entrepreneurship Planning, Development and Management · Vol. 7, Issue 2, 2024 · pp. 89–96 Read article
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Examining How Digital Transformation Affects Business
Abstract: The article presents advancements connected to the use of digital technology in all aspects of business, including the potential for digital transformation of a corporation. According to a study on digital businesses, developing companies are concentrating on incorporating digital technologies like social media, cloud computing, analytics/big data, and mobile in order to change the way firms operate. A clear digital strategy backed by leaders who cultivate a culture that is …
Published in NOLEGEIN Journal of Supply Chain and Logistics Management · Vol. 8, Issue 2, 2025 · pp. 15–30 Read article
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Freemium Business Model and Youth Purchase Behaviour: The Impact of Enjoyment Value and Social Value on Continued Use Intention and Purchase Behaviour
Abstract: The surge of freemium digital platforms has transformed the gaming market by enabling users to enjoy the basic elements of the game for free while monetizing advanced or additional features as in-game purchases. Therefore, the factors that lead users to remain entrenched in the gaming market and make purchases have also gained significance for the game developers and the research community. For this purpose, this study evaluates the role of …
Published in NOLEGEIN Journal of Entrepreneurship Planning, Development and Management · Vol. 9, Issue 2, 2026 · pp. 10–16 Read article