ISBInsight is the Flagship Research Periodical of the Indian School of Business
The economic turbulence in developed economies like the United States, Germany and Japan is driving multinational firms to explore emerging market economies like Brazil, Russia, India and China. According to the 2018 International Monetary Fund (IMF) economic growth statistics1, the economic growth in United States, Germany and Japan, was less than 3% while emerging economies like India, China and Vietnam …
Read More »According to a recent United Nations report, India has the world’s largest youth population with 28% of its population within the range of 10 to 24 years of age. Highlighting the fact that young people are innovators, creators, builders and leaders of the future, the UN pointed out that India’s young people present a tremendous opportunity to transform the country’s …
Read More »This research contributes to the academic literature, by understanding characteristics of real-time marketing (RTM) messages on social media and systematically looking at its impact on consumer engagement. The researchers empirically examine the effect of RTM messages on consumer engagement in social media and integrate insights from practice (using field interviews) and existing theory to propose and test two mechanisms by …
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