 |
Learning Resource Centre Monthly Bulletin |
 |
| |
Learning Resource Centre Monthly Bulletin |
|
| New Books |
 B120071 Museums in China By Buyi, Yang |  ME 135 The Rise and Fall of the UK Film Council By Gillian Doyle, Philip Schlesinger, Raymond Boyle, |  ME 136 The Smart PR Book By Sandra Stahl |
| Click Here to learn about the Recent Books added to our collection on different topics of Management. |
| Articles |
| Digital Threads: How Social Media Marketing Weaves Customer Engagement in Fashion Brands By Khan, Mohammad Furqan; Beig, Faseeh Amin; Jan, Anisa; Bhat, Sameer Jan. IUP Journal of Marketing Management; Hyderabad Vol. 25, Iss. 2, (Apr-Jun 2026): 23-44. DOI:10.71329/IUPJMM/2026.25.2.23-44 Abstract :The study examines the influence of social media marketing activities (SMMAs) on customer brand engagement among apparel brands in India. Grounded in Engagement Theory and Uses and Gratifications Theory, the study investigates whether social media marketing (SMM) significantly enhances cognitive, affective, and behavioral engagement among consumers. A causal and cross-sectional research design was adopted, and data was collected through a structured English-language questionnaire administered to followers of apparel brands on various social media platforms in India. The study employed validated measures adapted from prior research. All variables were measured using a five-point Likert scale. Data was analyzed using exploratory factor analysis, confirmatory factor analysis, and structural equation modelling through SPSS 26.0 and AMOS 24.0. The findings support all proposed hypotheses, revealing that social media marketing positively and significantly influences cognitive engagement, affective engagement and behavioral engagement. The study concludes that effective SMM strategies strengthen consumers` emotional connection, brand recall, and participation behaviors, thereby enhancing overall customer engagement and supporting long-term brand success in the fashion apparel industry. | |||
| Identifying Determinants of Social Media Influence on Purchase Decisions: A Factor Analytical Study of Rural Consumers in Selected Districts of Uttar Pradesh By Ahmad, Anas; Singh, Neeraj Kumar; Sultan, Ahmad; Rafat Fatima; Alam, Aftab ; et al. International Review of Management and Marketing; Mersin Vol. 16, Iss. 2, (2026): 111-119. DOI:10.32479/irmm.21497 Abstract :This study investigates the key determinants influencing social media’s impact on purchase decisions among rural consumers in selected districts of Uttar Pradesh, India. With the rapid penetration of smartphones and internet services in rural areas, social media platforms have emerged as significant influencers in shaping consumer preferences. The research adopts a descriptive and exploratory design, collecting primary data from 241 respondents across Lucknow, Kanpur, Agra, Jhansi, and Gorakhpur. A structured questionnaire comprising 25 items was employed to measure five latent factors— Content and Informativeness, Trust and Credibility, Peer Influence, Emotional Engagement, and Convenience—adapted from validated scales. The data was analysed using Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) to test reliability, validity, and model fit. The results indicate that all five factors significantly influence rural consumers’ purchase intentions, with Trust, Informativeness, and Convenience being particularly strong predictors. The findings reinforce the importance of trust-building, peer validation, and emotional engagement in digital marketing strategies targeting rural markets. Additionally, the study offers practical insights for marketers, suggesting that culturally localized and emotionally engaging content can enhance engagement and conversion rates in rural settings. However, the study is geographically limited to five districts and employs cross-sectional data, suggesting a need for further research with broader samples and longitudinal analysis. Overall, this study contributes to the limited literature on rural consumer behaviour and provides a strategic framework for effectively leveraging social media in rural India. | |||
| Unveiling the Impact of Social Media and Online Media on Academic Performance: The Role of Multitasking and Student Interest in the Time Displacement By Salwan, Prashant; Bukhari, Atiya; Niranjan, Suman; Shandilya, Bhaskar; Gabaldon, Janeth ; et al. Journal of Global Information Management; Hershey Vol. 34, Iss. 1, (2026): 1-28. DOI:10.4018/JGIM.402034 Abstract :This study explores how Facebook and online media usage affect academic performance and communication styles among university students, focusing on the moderating roles of multitasking and student interest in university (SIU). Drawing on time displacement theory, it develops and empirically tests a conceptual model linking digital media engagement with academic outcomes, face-to-face communication (FTFC), and internet-based communication (IBC). The research is based on survey data from students at two leading universities in India and Russia. Using Covariance-Based Structural Equation Modeling (CBSEM), the study identifies significant gender differences and confirms that multitasking and SIU moderate several key relationships. By providing contextual insights from India and Russia, this study enriches cross-country discussions on the educational implications of social media usage. The findings inform theory and offer practical guidance for educators and policymakers in managing student engagement in digitally connected environments. | |||
Do you wish to explore more articles? Just try using one of the full-text databases below!
| |||
| Faculty - Click here to recommend new topics in Meida & Entertainment |
| News |
| Connected TV: The screen that is rewriting Indias advertising playbook By The Economic Times; Brand Equity ; Jun 30 2026 |
| 66% entertainment, 11.4% e-governance: How Indias connected households divide their time online By Mint; Jun 10 2026 |
Wish to see more News? Click the link below:
|
