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Learning Resource Centre Monthly Bulletin |
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Learning Resource Centre Monthly Bulletin |
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| New Books |
Ebook: ME 231 Social Media Marketing Essentials You Always Wante By Kavita Kamath | Ebook: ME 232 The Rise of the Algorithms By John M. Jordan | Ebook: ME 233 Brand Antarctica By Hanne Elliot Fønss Nielsen |
| Click Here to learn about the Recent Books added to our collection on different topics of Management. |
| Articles |
| Opposing Influences of YouTube Influencers: Purchase and Usage Effects in the Video Game Industry. By Li, Nan;Haviv, Avery;Lovett, Mitchell J. Marketing Science. Jul/Aug2025, Vol. 44 Issue 4, p894-915. 22p. Abstract :Leveraging a natural experiment, Adpocalypse, we show that influencer videos on YouTube substitute game purchases but complement game usage, offering insights for influencer strategy and aligning revenue models. Influencers promote firms` products by posting content such as videos on social media platforms. For entertainment products, these posts could substitute or complement demand for the original entertainment product. We study video games, the largest entertainment product category comprising one third of YouTube traffic, using a large daily panel data set on thousands of video games. Leveraging a supply shock on YouTube called the "Adpocalypse," we measure the impact of influencer videos on purchase and usage of games. We provide plausibly causal evidence that, on average, influencer video posts substitute to video games for purchases but complement for usage. We also find that influencer effects differ across firms. Managers can use these results to align the influencer effects they face with their revenue models, such as using in-game purchases or a subscription model when facing complements on usage. [ABSTRACT FROM AUTHOR] | |||
| Comparative Credit Risk Analysis of Selected Indian Entertainment Companies. By Sinha, Deepanjali;Iyer, Sharan Shivram;Rane, Yashika;Kumar, Abhay IUP Journal of Accounting Research & Audit Practices. Jul-Sep2025, Vol. 24 Issue 3, p331-354. 24p. Abstract :This paper examines the credit risk position of companies from entertainment and media industry, providing invaluable insights to stakeholders. To assess financial instability and distress, multimodal analysis is performed using three credit risk models: Springate, Grover and Zmijewski. Six Indian listed companies—PVR INOX Ltd., Sun TV Network Ltd., Zee Entertainment Enterprises Ltd., Saregama India Ltd., DEN Networks Ltd., and Prime Focus Ltd.—were selected for financial health assessment. With the help of financial ratios derived from balance sheets and profit-and-loss statements of these companies for the past 10 years (2015-2024), the study offers a comparative examination of these companies’ creditworthiness based on the abovementioned three models, and uses descriptive and regression analysis to identify the most suitable model for predicting financial distress across companies. The findings provide insights on the insolvency/bankruptcy position of these companies and the sector-specific financial vulnerabilities. While these models are extensively employed in industries such as manufacturing and banking, this empirical study applies them to India’s entertainment sector. [ABSTRACT FROM AUTHOR] | |||
| Artificial Intelligence Influencers` Credibility Effect on Consumer Engagement and Purchase Intention. By Jayasingh, Sudarsan;Sivakumar, Arunkumar;Vanathaiyan, Arputha Arockiaraj Journal of Theoretical & Applied Electronic Commerce Research. Mar2025, Vol. 20 Issue 1, p17. 24p. Abstract :In the evolving world of influencer marketing, Artificial Intelligence (AI) influencers are creating significant impact and transforming the approach to brand promotions on social media platforms. In recent times, many popular brands have partnered with AI influencers to engage with their social media audiences. AI influencers have become popular as a novel method for brands to increase customer engagement and create purchase intention, but there is a scarcity of research on this emerging trend of marketing. The AI-based virtual influencers effect on consumer engagement and purchase intention remain largely unexplored. This study used a questionnaire-based survey method and 414 responses were collected. The result from the research shows that credibility, informative value and human-likeness are the major factors influencing consumer engagement purchase intention towards brands promoted through AI-based virtual influencers. The attractiveness and entertainment value of AI influencer`s social media posts affect consumer engagement but exhibit no effect on purchase intention. Theoretical and managerial recommendations related to AI influencers` marketing are presented. [ABSTRACT FROM AUTHOR] | |||
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| News |
| Thinktank for policymakers, media formed By Times of India; Nov 1 2025 |
| Vreels: Seamless, Secure, Creative - Redefining Social Media Beyond TikTok By The Hindu; Nov 1 2025 |
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