| Preface |
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| Chapter 1 Enriching User Experience by Transforming Consumer Data Into Deeper Insights |
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In every field, during a particular era, there is someone who stands up to a cause. |
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There is a "North Star" in the sky to guide the "navigator" who might erringly go astray to reach the destination. |
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The star gives direction through sheer stability. |
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Consumer analytics as such is widely accepted throughout the world. |
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It especially has a firm footing in enriching user experience thanks to the gigantic data collection exercise. |
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The popularity seems to have stemmed from the fact that analytics is the real "navigator" based on data facts and the panacea for the business problems and leads the way forward whenever required. |
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Customer journey analytics is a key instrument in the profitability framework. |
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It also aims to provide a view of customers that is essentially dynamic in nature and other key data points observed during the life cycle of a customer. |
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It further covers ahead of the prevailing product ownership and user data for inculcating the information such as digital channel interactions, social media, voice-of-the-consumer interactions, sentiment analysis, and more. |
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| Chapter 2 A Study on Tools and Techniques of Big Data Analytics for Text Summarization From Multi-Documents |
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19 | (14) |
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Multi-document summarization extracts and summarizes the information without affecting its original context from the different sources of documents. |
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It has been carried out using extractive text summarization and abstractive text summarization. |
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Extractive summarization extracts summaries from verbatim lines, and abstractive summarization extracts new lines of summary from the source documents. |
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Abstractive summarization is an advanced technology compared to extractive summarization. |
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This research studies extractive summarization of multi documents from internet resources using word frequency counting and with maximum coverage using K-means clustering. |
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In an internet search, the search algorithm shows the results from different websites using crawling and indexing. |
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However, the search and text summary take place from hundreds, thousands, maybe millions of documents. |
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To handle and manipulate these huge amounts of information, big data and its techniques are applied widely. |
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This research also addresses big data techniques and tools that are available for multi-document summarization. |
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| Chapter 3 Determinant Attributes of Store Choice in Organized Retail |
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33 | (18) |
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Intense competition and price wars in the retail sector provide the impetus to examine consumer behavior in the retail industry. |
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It has become increasingly important to scrutinize what drives consumer choice of retail stores. |
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This chapter addresses this need and aims to establish the factors that drive consumer retail choice behavior. |
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The empirical setting for the study was five organized Indian retail stores: Easy Day, Big Bazaar, More, Reliance Fresh, and Freshman. |
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Data were collected with the help of a questionnaire (n=700) in a store-intercept survey. |
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Data were analyzed using multivariate data analysis techniques. |
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A model identifying the variables that predicts retail store choice probabilities was developed and tested. |
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Results establish that atmospherics, merchandise assortment, and customer satisfaction have a significant positive impact on retail store choice. |
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On the other hand, price has a significant negative impact on retail store choice. |
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Implications are discussed. |
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| Chapter 4 Digital Marketing Performance: Understanding the Challenges and Measuring the Outcomes |
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51 | (13) |
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Digital marketing managers are feeling the ever-increasing pressure to show the contribution of marketing activities and it's their primary concern towards their organization. |
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The absence of responsibility has harmed the expected outcomes from the marketing campaigns. |
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The best way to recover its impact is to show the results of advertising in financial terms to top administration. |
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Previous research shows that the capacity to quantify marketing performance significantly affects firm execution, benefit, stock returns, top administration fulfillment with advertising, and advertisers' standing inside an association. |
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This chapter discusses the various challenges faced by the organizations in measuring the digital marketing performance and significance of measuring the online marketing performance through better online execution. |
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The findings of this study reveal that data produced through digital analytics can be utilized for estimating and optimizing performance of digital marketing campaigns. |
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| Chapter 5 Social Media, Crowdsourcing, and Marketing |
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64 | (10) |
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Social media has emerged as a new playing ground for digital marketing. |
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Supporting the resource view of the organization, crowdsourcing is a strong platform for social media marketing. |
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Crowdsourcing on social media for marketing is strengthening companies in terms of saving marketing expenditure; promoting at speed of light; and enhancing the organizational learning, collaboration, and performance. |
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The chapter tries to focus on the relevance of social media, crowdsourcing, and marketing, which help the company to improve, innovate, and cultivate on the crowdsourced wisdom. |
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The future of social media, crowdsourcing, and marketing depends on how companies change the way they perceive stakeholders, business, and processes |
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| Chapter 6 Big Data Impacts in Tourism Research |
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Big data has shown improvement in tourism research. |
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This might be the first attempt to present a capacious literature review on different types of big data tourism research. |
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By data informant, the big data related to tourism comes into web search data, online booking data, web page visiting data, etc. |
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Each type of structural analysis is conducted from the perspective of research focused on the characteristics of data techniques that are used in the analysis, major challenges, and further directions. |
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This chapter simplifies a meticulous understanding of this research and offers a valuable vision into its future possibilities. |
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| Chapter 7 Resilience by Academic Institutions During COVID-19: A Review-Based Study |
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85 | (17) |
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COVID-19 has affected our educational sector adversely, which resulted in the closure of all academic institutions. |
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This global health crisis demands social distancing as the way to keep the virus away and forced the academic institutions to adapt to this physical distancing from the students as well as colleagues. |
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The faculty needs to be motivated in order to be innovative, interactive, and accessible. |
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The pandemic has not only led to the disappearance of old teaching methods but also the adoption of the modular concept of e-learning. |
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Through a review-based study, the authors discuss the diverse response by the academic institutions and assesses their resilience towards education and transition to online learning during challenging times. |
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Through this study, the authors opined that significant opportunities are there which will help in learning from pedagogical developments of other academic institutions. |
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This will help in strengthening the collective response to COVID 19. |
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| Chapter 8 Digitalization and Work Behaviour: A Paradigm Shift |
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102 | (22) |
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The digital economy has brought in its wake numerous issues of a technological kind. |
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It has affected every element within the organization (e.g., structure, informal work relationships, culture, and most importantly, managerial leadership). |
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Because of new technologies emerging every day, the process of change has become persistent, and a paradigm shift has been witnessed in the management of workplace behaviour. |
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The chapter has three sections. |
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Concepts underlying organizational behaviour and the meaning of digitalization are discussed in the first section; the second section is an analysis of the changing leadership framework and its role in digital business transformation, and the third section highlights the positive and negative effects of a digital workplace on employee behaviour. |
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The discussion concludes with comments on the significance of a digital workplace in COVID-19 era. |
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The primary objective of this chapter is to identify and organize the accumulated knowledge on the implications of digital transformation for organizational behaviour and provide critical insights. |
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| Chapter 9 Online Advertising Strategies in Indian and Australian E-Commerce Companies: A Comparative Study |
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124 | (15) |
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Online advertising and marketing promote the different types of products through various kinds of advertising modes to customers. |
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Online advertising is promotional messages that show up on the monitors of online laptops, desktops, tablets, televisions, and smart phones. |
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The main objective of the study is to analyze the online advertising and impact comparison of online advertising strategy which is adopted by Indian and Australian e-commerce companies. |
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To achieve the objectives of this study, the authors take the sample of 5 Indian and 5 Australian e-commerce companies. |
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This study also found that the Indian and Australian e-commerce companies are inter-connected. |
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Online advertising in India has been flowering and also increasing because of 4G connections, which are good for the future of online marketing. |
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This chapter explains comparisons of Indian and Australian e-commerce companies and also focuses on the top 10 platforms to increase sales and customer attraction through advertising. |
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The future of online advertising is brilliant and unlimited. |
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| Chapter 10 An Empirical Study on Pharmaceutical and Personal Care Stocks Using Sharpe's Single-Index Model |
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139 | (11) |
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As the various avenues for better returns in India are slowly dwindling due to various global scenarios as well as due to domestic government policies, more and more people are turning towards stock market for better returns. |
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This poses a challenge to the fund managers when they have to construct a portfolio, which maximizes return and minimizes risk. |
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This has become more and more challenging in the recent years as the investors are also becoming more knowledgeable. |
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Timely and correct investment decision on the part of the investor requires an in-depth knowledge of the stock that he intends to procure and the theories behind portfolio management. |
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This chapter mainly focuses on construction of an optimal portfolio comprising of top pharmaceutical companies and FMCG companies in India. |
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Sharpe ratio return analysis is the tool that is used to construct the optimal portfolio. |
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Monthly returns data of last 10 years of the said companies are regressed against monthly return data of Nifty for better comparison. |
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| Chapter 11 An Influence of Digitalization and Recent Innovations on the Hospitality and Tourism Sector |
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Our lifestyle cravings are voracious. |
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The hospitality sector ensures guests are pleased with every new application and connected system that continues to become a business success. |
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For guests, digital technology means a simple life where customer service is all about it. |
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The transition of hospitality is at its tilt stage where everything is possible due to digital technology, where the ability to be improved by the correct technique from the movement of the reservation to check-out and from the ease of connecting to the hotel guest network to the temperature of the guest room when entering for the first time. |
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Therefore, advancement in emerging technologies provides an opportunity for the hospitality business. |
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Hotels strive for their growth to have more guest satisfaction with better experience, provisions, and management. |
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| Chapter 12 Impact of Digital Marketing on the Buying Behavior of Youth With Special Reference to Uttarakhand State |
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The buying behaviors of the consumers are changing very rapidly in the today's consumer-oriented market. |
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New technologies are evolving in the market to attract the customers. |
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Smart phones have become necessities to cope with the changing dynamics of the market and society as a whole. |
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Due to competitive price offer by the various cellular operators, it has become easy for all to reach the internet. |
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Due to ease of use, the young generations are using the application of internet for various uses especially for purchasing goods and services. |
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Today, every company is applying the digital marketing tool to attract customers, especially the young generation. |
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As per a report published in Economics, the internet users in India are expected to reach 627 million by the end 2020. |
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Due to the digital marketing, a new concept of shopping has evolved in the market, which the authors call off-the-shop retailing. |
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| Chapter 13 i-Branding as a Tool of Integrated Marketing: An Empirical Study of Youngster Satisfaction |
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183 | (13) |
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i-Branding is one of the fastest-growing aspects of internet marketing. |
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Internet marketing is still an experimental area that continues to grow, evolve, and adapt. |
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The use of the internet as a branding tool is an important area of study since the literature on internet branding is currently in the formative stage. |
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This study investigated the relationship of various factors with respect to customer satisfaction of youths towards purchasing through the internet. |
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The sample size is comprised of 520 respondents from various regions of Punjab. |
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For this purpose, CFA has been applied to analyze the customer satisfaction of internet marketing among youngsters. |
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Finally, this chapter would help academicians as well as industry experts to analyze the potential of i-branding in the future. |
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| Chapter 14 OYO (The Journey): The Deeper Insights |
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From a humble beginning in 2013, OYO is today the world's second-largest hospitality chain of franchised and leased hotels, living spaces, and homes. |
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OYO has a global presence with large-scale operations in many countries. |
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This case outlines OYO's complicated growth journey from a rapidly growing startup to an ethically maligned business venture. |
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It also underscores OYO's business and revenue model, work culture, and growth strategies. |
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It also provides a sneak peek about the major problems faced by OYO and how OYO should cope with these challenges. |
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| Chapter 15 Social Media Marketing as New Marketing Tool |
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Businesses are growing rapidly. |
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They are using different strategies to connect customers. |
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In this process, marketing is the most important thing. |
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Most people use social media, and it has become one of the best platforms for marketing products. |
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On social media, people can share their views and opinions and also get knowledge about the product and its updates. |
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One of the fundamental reasons for utilizing social media in marketing is as a specialized apparatus that makes the organizations open to those interested in their products and makes them visible to the individuals who have no information of their products. |
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These companies utilize social media to make a buzz and learn from and target customers. |
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Therefore, companies need to look at various social media platforms where their customers exist. |
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In this chapter, the concept of social media marketing is discussed with some practical examples of companies applying social media marketing tools. |
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| Chapter 16 Developing a Framework to Study the Impact of Contingent Factors on Business Performance Using Strategic Cost Management: A Meta-Analysis Study |
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227 | (27) |
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In the present scenario, cost and management accounting techniques have proved their effectiveness in decision making as they provide value creation. |
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Therefore, the need for transforming traditional cost and management accounting to strategic cost management has been recognized. |
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Manufacturing or service industries continuously seek to achieve business performance with the help of strategic cost management using contingency theory. |
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This chapter provides a semi-systematic review of the articles and research papers examining major themes found in the literature focusing on the impact of various factors that are contingent in nature on the business performance through usage of strategic cost management. |
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Systematic analysis of literature identified numerous relevant articles and research papers in eminent journals. |
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The results indicated that there exists an interrelationship among variables, and the finding supports the central proposition of contingency theory where business performance increases with the usage of strategic cost management and contingent factors. |
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| Compilation of References |
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| About the Contributors |
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| Index |
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