I. Teachers' Publication

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Browsing I. Teachers' Publication by Author "Chheda, Kajal"

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    An Exploration of Marketing’s Impacts on Influencing Consumer Behavior and Society
    (Journal of Informatics Education and Research, 2023) Chheda, Kajal
    Marketing is an old skill that has been performed in some way or another since the days of Adam and Eve. Marketing is pervasive in today's society; it pervades almost every activity we do and every aspect of our lives. Marketing is a process. Marketing actions and tactics result in the availability of goods that please consumers while also profiting the businesses that sell them. Your morning tea, newspaper, breakfast, the outfit you put on for the day, the vehicle you drive, the phone in your pocket, the quick lunch you have at the fast-food joint, the PC at your desk, your internet connection, your e-mail ID, almost everything you use and everything in your environment has been influenced by marketing. Marketing has left an impression on them all, which may be obvious or subtle depending on the product and context/experience. However, it is very much present. The majority of your everyday actions are influenced by marketing. Marketing is a pervasive force. The technology-based global competition environment that pushes businesses to constructive transformation in order to ensure customer satisfaction has further increased the importance of marketing capabilities in business strategies. A significant number of studies conducted in different countries have shown that marketing spending is an investment that creates value for the company and has a positive impact on firm profitability, firm value or firm sales. This study contributes to the literature by summarizing the research findings on the effects of marketing investments on business performance. The relationship between market share and profitability has been widely discussed. Our findings suggest that businesses with relatively large market shares tend to have above-average rates of investment turnover, particularly working capital. Also, the ratio of marketing expense to sales is generally lower for high-share businesses than for those with small market shares. These differences are indications of economies of scale that may go along with strong market positions.
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    Impact of Social Media Marketing Activities: the Meditation of Social Identification and Satisfaction
    (Educational Administration: Theory and Practice, 2024) Chheda, Kajal
    The effects of social media marketing engagement, Consumer satisfaction and the moderating role of social identification Marketspace membrane, An exploratory study of the direct-to-consumer digital marketing strategy A survey method has been used with 500 participants of social media, and the data have been analyzed with the help of quantitative analysis as well as qualitative analysis of the survey data set. The data on the marketing activity exposure has been moderate and ranged from 1. 40 to 6. 60 with a mean score of 3. 68 while social identification ranged from 1. 30 to 5. 80 with a mean of 4. 02 and Satisfaction with a range of 1. 30 to 6. 60 with a mean score of 3. 95. Statistical regression analysis showed that the parsed variable of satisfaction has been positively associated with marketing activities, (β = 0. 432, p < 0. 001). Additionally, the mediation test in which the stepped model of SEM has been used also confirmed the hypothesized mediating role of social identification in the relationship between exposure to marketing and satisfaction (Standardized indirect effect = 0. 256, SE = 0. 02; p < 0. 001). Key findings of nature also included a call for relevance and relevance of posts when it comes to generating relevant reactions and shares among the customers. In sum, the research investigates the essential role of social identification in the entire process of how social media marketing activities enhance or reduce customer satisfaction.
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    Investigating the Landscape of Unorganized Retail Sector in India
    (Insights Management Review, 2024-02) Chheda, Kajal