Abstract TV viewing these days is one task in a multi-tasking activity. Viewers now respond through social media such as Twitter, Facebook, Instagram and Pinterest. This paper studies the use of social media while watching sports with a view to understanding its impact on TV advertising. Using structured observations, in-depth interviews and netnography, the study Read More …
Abstract Indian consumers are widely using luxury brands primarily in the perusal care segment. The number of high net worth individuals has increased, awareness is enhanced and individuals are concerned about their looks and presentation. This paper explores the factors that consumers consider while buying luxury personal care products; additionally, it also explores the effects Read More …
Abstract Research has addressed the issues of advertising during recession mostly from the industry perspective or at the conceptual level. The present study has explored the advertising agency’s viewpoint of recession and its subsequent fallouts in the industry. The study was based on twenty seven in-depth interviews conducted with top management representatives of 23 major Read More …
