 |
Learning Resource Centre Monthly Bulletin |
 |
| |
Learning Resource Centre Monthly Bulletin |
|
| New Books |
 B94438 Rural Marketing, Media Planning and Consumer Prote By Agrawal, Meenu |  B91272 Rural Markets By Velayushan, Sanal Kumar, ed |  B91688 Introductory Rural Sociology By Chitambar, J. B |  B118830 Rural Sociology in India By Desai A. R |
| Click Here to learn about the Recent Books added to our collection on different topics of Management. |
| Articles |
| Evaluating the impact of advertising strategies on rural brand building: Insights from the personal care FMCG sector By Sharma, Vinod; Maheshkar, Chandan; Mahajan, Yogesh; Remsei, Sándor; Kapse, Manohar. Innovative Marketing; Sumy Vol. 21, Iss. 3, (2025): 117-127. DOI:10.21511/im.21(3).2025.09 Abstract :Type of the article: Research Article AbstractThis study examines how advertising strategies, namely, content, media, and design, influence brand-building efforts in rural markets, with a specific focus on the mediating role of content relevance. Anchored in the Elaboration Likelihood Model (ELM), the research recognizes that rural consumers often process advertising through the peripheral route, relying on visual, linguistic, and cultural cues rather than rational evaluation. Data were collected through a structured survey of 498 rural consumers across thirteen towns in Madhya Pradesh. Using covariance-based structural equation modelling, the study finds that advertising content (β = 0.353), media (β = 0.253), and design (β = 0.298) significantly affect brand perceptions. More importantly, content relevance emerges as a key mediator, with indirect effects ranging from β = 0.180 to 0.243 (p < 0.01), indicating that rural consumers are more likely to engage with advertising that aligns with their values, language, and lifestyle. Theoretically, the study extends the ELM framework to low-involvement consumer settings and highlights the nuanced role of cultural relevance in shaping brand engagement. Practically, the findings offer marketers a roadmap for creating locally adapted and emotionally resonant campaigns that move beyond urban-centric models. This research underscores the importance of designing inclusive advertising strategies that build lasting brand relationships with India’s diverse rural population. | |||
| AI and Digital Globalisation in Indian Post: Navigating Transformation in a Globalised Era By Kumari, Pritee; Garg, R D. Abhigyan; New Delhi Vol. 44, Iss. 1, (Mar 2026): 42-66. DOI:10.1177/09702385251353049 Abstract :The Indian Postal Service, one of the world’s largest and most accessible communication networks, is undergoing a significant transformation driven by artificial intelligence (AI) and digital globalisation. This article explores how AI technologies—such as automated sorting, real-time parcel tracking, route optimisation and fraud detection—are enabling India Post to modernise its operations and better serve the growing demands of e-commerce, especially in rural regions. Drawing from internal performance assessments and external case studies, the study reveals that pilot AI implementations have improved classification accuracy by 30% and reduced delivery times by up to 18%. Strategic partnerships with major e-commerce platforms, like Amazon India, further highlight the postal network’s evolving role in last-mile logistics. Additionally, the integration of AI into India Post Payments Bank is expanding financial inclusion, especially in underserved areas. The findings underscore the importance of sustained investment in technology, infrastructure and workforce training to ensure the long-term viability of India Post in a rapidly digitising global economy. | |||
| 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. | |||
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 Rural |
| News |
| Solar can outcompete grid power in rural India with the right planning: Study By Deccan Herald; Jul 1 2026 |
| TN to procure 2.5 lakh devices to provide internet in rural areas By The New India Express; Jun 30 2026 |
Wish to see more News? Click the link below:
|
