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This study examines the complexities of neobank marketing in India, moving beyond traditional banking paradigms. Using a descriptive research methodology, primary data was collected from 200 respondents through a self-structured questionnaire and analyzed with SPSS. The findings reveal that all respondents were aware of neobanks, but continued to use traditional banking services like savings accounts, credit, loans, and fixed deposits. Hypothesis testing indicates that neobanks achieve higher customer engagement through digital channels compared to traditional banks. Despite this, neobanks face significant challenges related to perceived trustworthiness, especially concerning data security. This has led to a lower level of trust in their marketing communications. However, the study highlights the agility of neobanks in adapting their marketing strategies to regulatory changes and their consistent innovation to stay competitive. Neobanks are more flexible and responsive to changing regulations and market demands, which is a notable advantage. The research recommends that neobanks reassess their marketing strategies to bridge the identified performance gap. Enhancing trustworthiness and data security measures is crucial to align with current market expectations. By addressing these issues, neobanks can improve their competitiveness and better meet customer needs. [ABSTRACT FROM AUTHOR]

The highly contagious nature of the novel Coronavirus locks-unlocks and economic uncertainty around the world have changed the complete landscape of the tourism sector. To attract tourists, it is necessary to revise the content strategy of Destination Marketing Organizations (DMOs) in the post-Covid economy. This study explores how different characteristics of DMO’s social media posts influence tourists’ online engagement. We used 876 posts from July 2021 to June 2022 on the official Facebook handle of Incredible India, through which we assessed the tourists’ ‘engagement’, using the number of likes, comments, and shares. Additionally, linguistic features-based categorization of posts was done using LIWC. The results demonstrate that message format, message appeal, motives, and time orientation of posts significantly influence the tourists’ online engagement. These findings are relevant to information dissemination and provide valuable insights for DMOs. DMOs could use this study to design their future messages to gather maximum engagement through social media posts. [ABSTRACT FROM AUTHOR]

Purpose: This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach: This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings: The study demonstrates that craft-based microentrepreneurs in India pursue a hybrid form of marketing strategy, where the entrepreneur's creativity and inner visions take precedence over market needs. Furthermore, these microenterprises adopt informal marketing practices that are usually not seen in traditional firms. Originality/value: The briefing saves busy executives, strategists, and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format. [ABSTRACT FROM AUTHOR]

The study aims to examine the impact of socio demographic, marketing mix and greenwashing variables on the green purchasing intention (GPI) of Generation Z (Gen Z) towards environmentally friendly packaged drinks (EFPD) in India. The research surveyed 380 respondents who are residents of metropolitan cities of India with a minimum of 14 years of structured learning. The data is analysed through a structural equation modelling (SEM)–based multivariate approach by using SPSS 20 and AMOS 23. The results reflect that green price (PR), green advertisement (AT), green packaging (PG), and socio-demographic variables (SDV) of gender, education, and income positively influence the GPI of Gen Z towards EFPD whereas green washing (GW) reduces the GPI. SDV of age doesn't have any significant influence on GPI. The study provides insights into how companies can effectively utilize green marketing strategies to encourage environmentally friendly purchasing behavior and avoid GW practices that could harm their reputation and reduce consumer trust. Implications and future research directions have been made considering the study's findings. [ABSTRACT FROM AUTHOR]