User profiles for Aditya Shankar Mishra
Dr. Aditya S. MishraAssistant Professor, Marketing Area, IIM Ranchi Verified email at iimranchi.ac.in Cited by 1174 |
Antecedents of consumers' engagement with brand-related content on social media
AS Mishra - Marketing Intelligence & Planning, 2019 - emerald.com
Purpose The purpose of this paper is to investigate the effect of brand’s social media
marketing efforts and individual’s online social interaction propensity on various levels of …
marketing efforts and individual’s online social interaction propensity on various levels of …
Exploring COBRAs, its antecedents and consequences in the context of banking brands
AS Mishra - International Journal of Bank Marketing, 2021 - emerald.com
Purpose Brands have started investing heavily in their social media pages. Especially for
banks having credence nature, the importance of engaging customers with the brand-related …
banks having credence nature, the importance of engaging customers with the brand-related …
Response to social media influencers: Consumer dispositions as drivers
Brand managers use social media influencers (SMIs) to influence consumers' attitudes and
intentions. However, there is still ambiguity about the mechanisms by which SMIs influence …
intentions. However, there is still ambiguity about the mechanisms by which SMIs influence …
Mobile payments adoption by US consumers: an extended TAM
Purpose The purpose of this paper is to incorporate mobile payment (MP) self-efficacy, new
technology anxiety, and MP privacy concerns into the basic TAM to explore MP adoption, …
technology anxiety, and MP privacy concerns into the basic TAM to explore MP adoption, …
Implicit and explicit mixture of experts models for software defect prediction
A Shankar Mishra, S Singh Rathore - Software Quality Journal, 2023 - Springer
Accurately predicting defects in software modules helps the developers and testers to find
the defective modules quickly and save their efforts in other software development aspects. …
the defective modules quickly and save their efforts in other software development aspects. …
Exploring factors influencing US millennial consumers' use of tap-and-go payment technology
Although mobile payment (MP) represents a possibility for traditional brick-and-mortar US
retailers to enhance the quality of customer service, mobile payment adoption in the US has …
retailers to enhance the quality of customer service, mobile payment adoption in the US has …
The dual entertainment theory in celebrity endorsements: The role of celebrity worship and profession
This study builds on entertainment and transportation theories and empirically tests a model
that incorporates the effects of entertainment motives and attitudes. It examines …
that incorporates the effects of entertainment motives and attitudes. It examines …
Emojis: can it reduce post-purchase dissonance?
Online food purchase over mobile apps is growing, and so is the competition between the
different apps. Any dissatisfaction from the mobile app causes dissonance and customer …
different apps. Any dissatisfaction from the mobile app causes dissonance and customer …
Celebrity co‐creator or celebrity endorser? Exploring mediating and moderating factors in Marcom decision
The present research delves into the concept of celebrity co‐creation from the consumer
behavior perspective. It explores the impact of the degree of a celebrity's involvement with a …
behavior perspective. It explores the impact of the degree of a celebrity's involvement with a …
Value-based nudging of ethnic garments: a conjoint study to differentiate the value perception of ethnic products across Indian Markets
Purpose Handloom products often fail to infiltrate the global or mainland market, resulting in
small localized markets, limited demand and profitability. Recent times have also witnessed …
small localized markets, limited demand and profitability. Recent times have also witnessed …