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Learning Resource Centre Monthly Bulletin |
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Learning Resource Centre Monthly Bulletin |
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| New Books |
 B120189 Tilt: Shifting Your Strategy from Products to Cust By Dawar Niraj |  B120198 Social Media Marketing Essentials You Always Wante By Kamath Kavita |  B120197 Content Marketing By Schaefer Joe Wilson |
| Click Here to learn about the Recent Books added to our collection on different topics of Management. |
| Articles |
| Is Influencer Marketing More than Persuasion? A SOR-Based Review of the Indian Consumer Mindset. By Kundu, Avisek;Mohanty, Priyakrushna;Tiwari, Sanjay; Kundu, Seeboli Ghosh: Bharti, Saurabh Journal of Theoretical & Applied Electronic Commerce Research. Aug2026, Vol. 21 Issue 8, p267. 27p. Abstract :Influencer marketing has emerged as a dominant communication strategy in India`s rapidly expanding digital marketplace, reshaping how brands engage with consumers across social media platforms. Despite growing scholarly attention, existing research remains fragmented across themes such as celebrity endorsements, influencer credibility, consumer engagement, and technology-driven communication practices. This study synthesizes the evolving body of literature on influencer marketing in India using bibliometric mapping, thematic analysis, and Latent Dirichlet Allocation (LDA) topic modeling. The analysis reveals that the field`s intellectual structure is defined by four major research themes and latent topic patterns: celebrity endorsements, influencer credibility, consumer engagement, and technology-driven communication practices. A central outcome of the study is the development of a conceptual framework grounded in Stimulus–Organism–Response (S–O–R) theory that explicitly demonstrates how influencer attributes and digital communication stimuli trigger consumer cognition and behavioral outcomes. The study`s primary theoretical contribution is to integrate the previously disconnected research streams into a cohesive framework, providing a foundation for future theoretical development and scholarly inquiry. This systematic synthesis offers a structured understanding of the specific mechanisms driving influencer marketing in the Indian context. [ABSTRACT FROM AUTHOR] | |||
| Developing A Comprehensive Marketing Strategy to Drive Business Growth and Brand Visibility: A Case Study on Amazon. By Geethika, S.;P., Rahul Krishna;Vijayan, Vivek International Scientific Journal of Engineering & Management. Jun2026, Vol. 5 Issue 6, p1-5. 5p. Abstract :The present study is about the marketing strategy of Amazon India and its effect on business growth, customer loyalty and brand visibility. The primary data was collected from 30 respondents through structured questionnaires, and the secondary data was collected through reports, journals and industry publications using mixed-method approach. The findings show Amazon`s success is driven by digital marketing, AI-driven personalization, Amazon Prime, influencer collaborations and omnichannel engagement. Most respondents reported positive attitudes toward personalized recommendations, high brand familiarity, and repeat purchase behavior. The study also reveals opportunities for further regional localization, sustainability-oriented marketing, improved loyalty programs and voice-commerce adoption. The study finds that Amazon`s integrated marketing approach has been fairly successful in strengthening customer retention and brand awareness in India. [ABSTRACT FROM AUTHOR] | |||
| A Study on Influencer Marketing Shapes with Special Reference to Gen Z Consumer Decision in Chennai City. By A., Farhana Begam;R., Abdul Hajee REST Journal on Banking Accounting & Business. Jun2026, Vol. 5 Issue 2, p191-195. 5p. Abstract :Influencer marketing is a potent digital marketing tactic that has a big impact on Generation Z customers` purchasing decisions. Influencers function as opinion leaders who impact consumer opinions, preferences, and purchase decisions as a result of the quick expansion of social media platforms like Facebook, Instagram, YouTube, and Snapchat. The purpose of this study is to investigate how influencer marketing affects Gen Z consumers` decision-making in Chennai. The study uses a descriptive analytical methodology based on secondary data gathered from papers, journals, and other studies. The study focuses on elements that affect Gen Z consumer behavior, such as influencer authenticity, credibility, relatability, and engagement levels. [ABSTRACT FROM AUTHOR] | |||
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| News |
| Media has bigger role to play in building Brand India: Uday Shankar By Economic Times ; Sep 29 2026 |
| SEBI changes settlement rules, clears common advertising code By The Indian Express; Sep 25 2026 |
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