Search

Your search keyword '"Singh, Etinder Pal"' showing total 10 results
Start Over Author "Singh, Etinder Pal"
10 results on '"Singh, Etinder Pal"'

9. Social Media Marketing Channels and Communication: COVID-19 Pandemic Perspective.

Author

Chadha, Priyanka, Singh, Etinder Pal, Yadav, Babita, and Srinivasan, Raghavan

Subjects
SOCIAL media in education, MARKETING channels, COVID-19 pandemic, SOCIAL media, SOCIAL marketing
Abstract

This study is relevant because it provides a better viewpoint on the adaptability of social media marketing channels during the COVID-19 pandemic. This study describes how during the pandemic, social media marketing channels help the businesses and service sector to reach their target audience. How the nature of social media marketing changed and usage of that changed nature in the profile and successful marketing channels. The methodology followed in this research paper is based on a literature review and insights from other secondary resources for the increase in usage of social media tools during COVID-19. Small cases have also been used to highlight the usage of social media in the education industry. The findings of this study suggest that the usage of social media tools turned to be more formal during COVID-19, and it helped all the industries in establishing good communication. It is true that the overall use of social media tools has increased during COVID-19. [ABSTRACT FROM AUTHOR]

Published
2021
Full Text
View/download PDF

10. Orchestrating Sustainable Competitive Advantage in Start-Ups Through Artificial Intelligence.

Author

Kumar, Sanjeev, Verma, Prikshat, Chakraborti, Jayanta, Paul, Happy, and Singh, Etinder Pal

Abstract

This study explores the role of AI adoption in establishing a sustainable competitive advantage in startups. It examines four factors: 'Effort Expectancy', 'Performance Expectancy', 'Social Influence', and 'Hedonic Motivations' as potential antecedents of AI adoption. The research further conceptualizes and refines constructs of 'AI-Augmented Information Processing Capabilities (AIPC)' and 'Digital Marketing Effectiveness (DME)', respectively, and postulates them as outcomes of AI adoption in startups. The study examines the direct impacts of these variables on the 'Sustained Competitive Advantage' of startups. The results, based on data from 362 Indian startups, suggest that all four factors (EE, PE, SI & HM) have a positive impact on AI adoption intentions of startup entrepreneurs. These results firmly pit these four factors as antecedents of AI adoption. The findings also suggest a positive impact of AI adoption on sustained competitive advantage, which can be partially explained by AIPC and DME. The study further identifies parallel mediation, sequential mediation, and direct effects between AI adoption, AIPC, DME, and SCA. These results underscore the importance of adopting AI and development of AI-augmented information processing capabilities and resultant digital marketing effectiveness to gain sustainable competitive advantage in technology-savvy startup ecosystem. The research provides insights for startup entrepreneurs and other industries to make informed decisions on how AI adoption augurs information processing capabilities for achieving digital marketing effectiveness and sustained competitive advantage. [ABSTRACT FROM AUTHOR]

Published
2024
Full Text
View/download PDF

Catalog

Books, media, physical & digital resources
See catalog results