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Emergent Issues In Cryptocurrency: Identifying Research Gaps And Future Directions, Mohamad Fouad Shorbaji
Emergent Issues In Cryptocurrency: Identifying Research Gaps And Future Directions, Mohamad Fouad Shorbaji
Management Dynamics
This paper highlights potential research areas that require further investigation, suggesting that there are still significant gaps in the understanding of the factors that drive consumer behavior and adoption in the cryptocurrency industry. The study emphasizes the need for future research to explore issues such as the role of social media, trust, and branding in the cryptocurrency market, and their implications for marketing and business strategies. By identifying these research gaps, the study aims to encourage further exploration of these issues and contribute to a better understanding of the challenges and opportunities presented by this rapidly evolving industry.
Influencer Marketing In Data-Driven World, Rekha Attri, Jagdish Bhagwat
Influencer Marketing In Data-Driven World, Rekha Attri, Jagdish Bhagwat
Management Dynamics
Despite the increasing popularity of influencer marketing, the knowledge related to the parameters of influencer marketing affecting the brand knowledge and development of customer attitudes is scarce and not sufficiently explored. This research uses the tri-component attitude model to identify the impact of the credibility of mega influencer, content of the post and the congruence of the influencer with the brand on brand knowledge, affection and purchase intention of youth representing Gen Z for personal care products. We shortlisted the influencers to represent the Mega, Macro and Micro Influencer categories for our study. The survey instrument was a questionnaire developed …