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148 articles for “Branding”
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Effectiveness of Influencer Marketing Strategies in Enhancing Customer Learning Interest
Abstract: The swift digital evolution within the education sector has profoundly altered the methods by which learners identify, assess, and choose online learning options. Among the multitude of digital platforms, YouTube has surfaced as a formidable channel for educational marketing driven by influencers, providing captivating, visual, and interactive content. This research investigates the efficacy of influencer marketing strategies on YouTube in boosting learners’ enthusiasm for enrolling in online courses, particularly concentrating …
Published in NOLEGEIN Journal of Advertising and Brand Management · Vol. 9, Issue 1, 2026 Read article
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Predicting Product Placement Marketing Effects Under MediaMultitasking Behavior
Abstract: This study investigates the relationship between product placement marketing effectiveness and media multitasking behavior in contemporary digital media environments. As audiences increasingly engage with multiple media platforms simultaneously, understanding how multitasking influences advertising outcomes has become an important issue for marketers and researchers. The study develops a stochastic model to examine how different product placement attributes, namely screen placement, script placement, and plot placement, interact with varying levels of media …
Published in NOLEGEIN Journal of Advertising and Brand Management · Vol. 9, Issue 2, 2026 · pp. 11–18 Read article
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A Scalable Transformer-Based Framework for Sentiment Analysis and Public Opinion Mining Across Heterogeneous Social Media Platforms
Abstract: Social media platforms generate more than 500 million posts every day, creating a constantly changing record of public opinion about political events, public health crises, brands, and social movements. Although this data is extremely valuable, turning raw social media text into clear and useful opinion insights is still difficult because of three main challenges. First, different platforms such as Twitter/X, Reddit, YouTube, and Facebook use different writing styles, vocabulary, post …
Published in NOLEGEIN Journal of Advertising and Brand Management · Vol. 9, Issue 2, 2026 Read article
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Unpacking DEI in FMCG: From Workforce Dynamics to Organizational Performance
Abstract: The Fast-Moving Consumer Goods (FMCG) sector, known for rapid production and broad consumer reach, is increasingly recognizing Diversity, Equity, and Inclusion (DEI) as essential for strategic growth. This study explores DEI’s role across workforce dynamics, product innovation, inclusive marketing, and supply chain equity in FMCG organizations. While DEI is well-studied in industries like technology and finance, its practical impact in FMCG remains underexplored. The research has three objectives: to assess …
Published in NOLEGEIN Journal of Business Ethics, Ethos & CSR · Vol. 8, Issue 2, 2025 · pp. 25–33 Read article
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Customer Attitude and Satisfaction Towards Investment in Select Life Insurance Corporation (with Special Reference to Coimbatore City in Tamil Nadu)
Abstract: Insurance is one of the significant segments of financial system. The insurance industry is unique because it is rewarded for handling the risk of third parties. LIC of India is the largest life insurance player in the Indian insurance industry, thanks to its strong brand, long experience, and well-established network. In India, the insurance sector not only plays a role in the financial system, but it also serves an important …
Published in NOLEGEIN Journal of Corporate & Business Laws · Vol. 5, Issue 1, 2022 Read article
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Evaluating CSR’s Contribution to Enhancing Customer Trust and Loyalty in Mumbai’s Private Banking Domain.
Abstract: Corporate Social Responsibility emphasizesgiving back to the society. In a competitive banking market, CSR can be a key differentiator. This study explores the connection between Corporate Social Responsibility (CSR) initiatives and the development of customer trust and loyalty within the private banking sector in Mumbai. How the CSR initiatives focus on the areas of environmental sustainability, community development, employee engagement, and transparency, and how all these affect customers' perceptions of …
Published in NOLEGEIN Journal of Corporate & Business Laws · Vol. 8, Issue 2, 2025 · pp. 1–5 Read article
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Road from Urban to Rural India –What FMCG Sector Should Do Different to Drive Growth from Rural Markets
Abstract: FMCG sector in India is poised for double digit growth in next 5 years but the main contribution is expected to come from rural market as urban markets are getting saturated . Besides rural focus , Natural is the another big word in Industry if companies have to board the bus of growth. This trend of Natural ,Herbal and Aryuvedic is growing day by day and Patanjali has been a …
Published in NOLEGEIN Journal of Consumer Behavior & Market Research · Vol. 1, Issue 2, 2018 · pp. 1–5 Read article
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To Study the Effectiveness of Radio Transmissions in Retail Outlets on Consumer’s Buying Behaviour.
Abstract: Consumer’s buying behaviour has always been a complex phenomenon. Numerous research studies have been carried out on this subject. This research will provide more insight into this subject through radio transmissions in retail outlets. It will study the effectiveness of instore radio, i.e., music which is being played in the background with timely updates regarding discounts and offers in various retail outlets. To have authentic information, the research will be …
Published in NOLEGEIN Journal of Consumer Behavior & Market Research · Vol. 3, Issue 2, 2020 · pp. 24–41 Read article
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Omnichannel Marketing and Consumer Behavior in India
Abstract: Today, the advancement of the internet and new technologies affect buyer behavior. This leads to the creation of more and more sales pipelines, forcing consumers to change their purchasing habits. Omnichannel refers to stores available on all physical and virtual platforms. It is a modern business that exclusively uses technology to create a unified customer experience for customers in every interaction. This article examines the omnichannel behavior of Indian consumers …
Published in NOLEGEIN Journal of Consumer Behavior & Market Research · Vol. 6, Issue 2, 2023 · pp. 12–21 Read article
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Analyzing The Influence of Marketing Tactics in The Fast- Food Sector on Consumer Behavior
Abstract: India's diverse culture, which is made up of several states and regions, is implicitly reflected in its diverse cuisine. Home-cooked meals are a tradition among Indians, and both religion and the individual enjoy them. However, due to rising awareness of and influence from western civilization, there has been a slight shift over time in the food consumption pattern among urban Indian households. The economic shifts led to the entry of …
Published in NOLEGEIN Journal of Consumer Behavior & Market Research · Vol. 7, Issue 1, 2024 · pp. 6–13 Read article
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Analyzing How Social Media Advertising Affects Consumer Decision-Making Processes
Abstract: This study looks into how advertising on social media affects consumers' decision-making. In order to better engage customers, businesses have been changing their advertising methods in response to the rise of social media platforms like Facebook, Instagram, and Twitter. The goal of the study is to investigate the psychological processes that underlie how social media ads affect consumers' awareness, deliberation, preference, and, finally, choice to buy. This study investigates variables …
Published in NOLEGEIN Journal of Consumer Behavior & Market Research · Vol. 8, Issue 2, 2025 · pp. 1–7 Read article
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Artificial Intelligence in Retail Customer Engagement: A Systematic Review ofTools, Strategies, and Consumer Impact
Abstract: Retail customer engagement has broadened far and wide thanks to the swift adoption of Artificial Intelligence (referred henceforth as AI) technologies; making it possible for businesses to create a lot more personalized, efficient, and interactive consumer experience. In this paper, a systematic review of recent research on AI in retail settings was conducted based on the implementation and application of AI tools in consumer-retailer interface areas, as well as their …
Published in NOLEGEIN Journal of Consumer Behavior & Market Research · Vol. 9, Issue 02, 2026 Read article
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Influencer Marketing: Theoretical Foundations and Future Research Directions
Abstract: The rapid growth of social media has transformed the way organisations communicate with consumers, leading to the emergence of influencer marketing as a significant digital marketing strategy. Unlike traditional advertising, influencer marketing relies on individuals who have established credibility, expertise, and strong relationships with their audiences on social networking platforms. Consumers increasingly perceive influencer recommendations as authentic and trustworthy, making influencer marketing an effective tool for enhancing brand awareness, customer …
Published in NOLEGEIN Journal of Consumer Behavior & Market Research · Vol. 9, Issue 02, 2026 Read article
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Business Risks Involved with Celebrity Endorsements
Abstract: Celebrity endorsed advertising is a significant feature of modern marketing and has become a comprehensive element of advertising industry especially in India. Almost all kinds of products and services from FMCG to consumer durable and tourism to banking services are being endorsed by celebrities. Lot of companies rope in Celebrities as their brand ambassadors in view of their mass appeal and to capture their fan base. But that has its …
Published in NOLEGEIN Journal of Business Risk Management · Vol. 2, Issue 1, 2019 · pp. 5–18 Read article
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An Empirical Study on Service Quality Improves the Customer Satisfaction in Retails Industries with Reference to Heritage Super Market in Hyderabad
Abstract: Retailing business is the major contributor for gross domestic product (GDP) in India. It hadgenerated millions of jobs both directly and indirectly. The population of India is the major advantagebecause of high demand for consumption for food products. Heritage is retailing brand and it knownfor its fresh and quality products. It offers food products, vegetables and household products. Theproduct categories at Heritage had been constantly growing according to the needs …
Published in NOLEGEIN Journal of Business Risk Management · Vol. 4, Issue 1, 2021 Read article
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Recapitulation of Sahara Parivar Pvt. Ltd.
Abstract: Being your boss gives a different kind of feeling, and one of the sources where we can be our boss and earn money, also by serving our country is entrepreneurship. India is becoming a hub of entrepreneurs as advancements in terms of technology, resources and government support are giving the new minds an encouragement to do their best. The new minds are coming up with ideas that are benefitting the …
Published in NOLEGEIN Journal of Business Risk Management · Vol. 5, Issue 1, 2022 Read article
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The Marketing Mix's Nine Points
Abstract: The goal of marketing is to place the appropriate good or service in front of the appropriate audience at the appropriate moment. It includes all aspects of the business cycle, including production, distribution and sales. It also entails figuring out how to express the demands of the consumer and comprehending their wants. 9Ps of marketing can be applied to many types of businesses. With the world becoming more and more …
Published in NOLEGEIN Journal of Business Risk Management · Vol. 7, Issue 1, 2024 · pp. 13–16 Read article
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From Start-up to Scale-up: Strategies for Building a Successful E-commerce Entrepreneurial Venture in India
Abstract: The e-commerce industry in India has been rapidly growing in recent years, with increasing numbers of start-ups entering the market. Success does not come easily, though. This research paper aims to identify strategies for building a successful e-commerce entrepreneurial venture in India, with a focus on the transition from start-up to scale-up. The research methodology involved a review on case studies of successful e-commerce ventures in India. These suggest that …
Published in NOLEGEIN Journal of Entrepreneurship Planning, Development and Management · Vol. 6, Issue 2, 2023 · pp. 110–118 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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Scaling Startups: Challenges and Opportunities in Global Markets
Abstract: Scaling a startup to operate in global markets involves navigating significant challenges and seizing valuable opportunities. One of the primary challenges is adapting to different cultural, regulatory, and economic environments. Startups often struggle to understand local consumer behaviours, which can impact their product-market fit. Additionally, dealing with diverse legal systems, tax regulations, and import/export restrictions can be costly and complex, necessitating significant investments in compliance efforts. Another hurdle is the …
Published in NOLEGEIN Journal of Entrepreneurship Planning, Development and Management · Vol. 8, Issue 1, 2025 · pp. 28–36 Read article