Message from Editorial Board
Dear Author,
Since 2015, Shri Dharmasthala Manjunatheshwara Institute for Management Development (SDMIMD) has organized Marketing conferences, which have witnessed participation from researchers, consultants, academicians, and students, from India and abroad. In the current year, SDMIMD has decided to organize the International Marketing Conference, “New Age Marketing – Catalyzing Transformation Through Innovation, Technology, Analytics & Sustainability”, on 19-20 January 2023, under the aegis of BCIC SDMIMD Centre for Excellence in Management Studies.
The conference’s objective was to emphasize the need for the dissemination of knowledge among researchers and practitioners, emphasizing the impact of innovation, technology, analytics, and sustainability on the success of marketing strategies in a volatile, uncertain, complex and ambiguous (VUCA) market environment. Papers were invited from academicians, management practitioners, consultants, research scholars, and students to contribute their write-ups and papers on various marketing topics.
Here we are bringing out the Edited Volume of Research Papers presented at the said conference.
We sincerely thank all the paper contributors and participants who have made this publication a reality. We express our sincere gratitude to the Management of SDME Trust; Dr. N. R. Parasuraman, Director, SDMIMD; Dr. S N Prasad, Deputy-Director, SDMIMD; Organizing Committee members – Dr. M.R. Suresh, Professor-Marketing, Dr. Nanda Kishore Shetty, Associate Professor – Marketing, for providing us with the encouragement and support in this academic endeavour. A Special thanks to our conference secretary – Ms. Rekha Ganapathy, for her relentless efforts.
Warm regards,
Editorial Board – International Marketing Conference 2022
Editorial Board
Dr. N.R. Parasuraman
Conference Chief Patron
Director & Professor – Finance, SDMIMD, Mysuru
Dr. S. Saibaba
Conference Chair
Assistant Professor – Marketing, SDMIMD, Mysuru
Conference Papers
| Paper Number | Title of the Paper & Authors |
|---|---|
| IMC2203 | Mobile Marketing by Drishya K.P |
| IMC2204 | A Study on challenges of Digital Marketing in India by Mamatha N P & Rechanna |
| IMC2207 | Impact of social media on the purchasing decisions of youths in Mysore city by Annapoorna.M.N & Rechanna |
| IMC2211 | Green Marketing – An Evolving Concept by Rekha K M & Mahesh V |
| IMC2212 | Ampersand Beverages, A Home-Grown Brand Of Natural And Healthy Cocktail Mixers: Growth Pangs Of A Startup by Vismaya B & A.S.Suresh |
| IMC2214 | Prestigious or Luxurious? Analysing Customer perception towards luxury brands by Akanksha Choubey & Prasanna Mohan Raj |
| IMC2215 | A Study on Impact of Ethics in Marketing With Reference To Pharmaceutical Drugs Production by Chandrika. N |
| IMC2217 | Applications of AR and VR in Marketing: A Case Study Perspective by Darshan S, P.Sangeetha & Rajath Raghu |
| IMC2218 | Towards Sustainable Marketing in The Food Processing Industry, Going Beyond Responsible And Green Marketing Issues, Challenges, And The Road Ahead by Sabitha Niketh |
| IMC2220 | A Study On How E- Marketing Influences Consumer Fashion, Product Purchase Decision Through Amazon App by Varshini & Pallavi |
| IMC2221 | A Study on Consumer Perceptions of Mobile Payment Wallets: Paytm & Phonepe by Sanjeev Padashetty & Akanksha Choubey |
| IMC2222 | A Study on Impact of Perceived Benefits on Customer Preference for Electric Vehicles by Catherine Nirmala |
| IMC2223 | Impact of Newspaper Advertising on Consumer Behaviour by Athmika K M & Neha M R |
| IMC2225 | A Study on Impact of Green Marketing on Consumer Purchase Behaviour of Safal Products by Chaithra Nayak & Nisha |
| IMC2226 | A study on Social media marketing on Students buying behaviour by Vidhya Nair & Shreya |
| IMC2227 | Perceptions towards Online Shopping: Analysing the Students’ Attitude by Yogesh Gowda P & Nagbushan C |
| IMC2228 | A Study on Gamification Implementation in Service Marketing by Ashwal K & Bharath Gowda SL |
| IMC2229 | Experiential Marketing as a Tool for Emotional Brand Building by Shashank A S & Yuvraj B N |
| IMC2230 | A study on impact of innovation on marketing Mix Strategies in automobile industry with reference to product decisions by Vinay Vasant Patil & Arun |
| IMC2231 | A Study On Impact Of Artificial Intelligency In Labour Market by Tejendrapratap & Karthik |
| IMC2232 | The Impact of Social Media Marketing on Individuals’ Attitudes and perceptions at Alva’s Institute of Engineering and Technology by Pooja B S & Gagana V |
| IMC2233 | Impact on Study of Social Media Strategy for Online Shopping Platform by Divya & Rakshitha |
| IMC2234 | Consumer Perception towards International and local brand in Indian retail industry by Subburaj N & Shruthi S |
| IMC2235 | Impact on study of social media marketing on customer purchase behavior with reference to cosmetics by Harshith D & Sharanabasava |
| IMC2236 | Impact of Electronic Word-Of-Mouth Marketing On Consumers Demand For Cosmetics by Muthamma M U & Sinchana Y S |
| IMC2237 | Study On Social Media Impact On Buying Choices Of Customers by D Jessie Janet & Rishitha |
| IMC2238 | Study on Impact of Social Media Marketing on Customers Purchase Behaviour with Reference to Elctronic Products by Suhan leonard & Shreyas |
| IMC2239 | A Study on Impact on Influence of Marketing and Media on Teens by Lohith G P & Bhagyashree Mudigoudar |
| IMC2240 | Impact of Digital Advertising on Consumer Behaviour by Akriti Shetty & Shwetha |
| IMC2241 | A Study on Application of Technology in Marketing with Special Reference to Augmented Reality by Neelesh & Sachin |
| IMC2243 | Innovative Marketing Strategies in Hotel Industry by Subin Varghese Oommen & Ashish Joseph |
| IMC2244 | A Study on Impact of Instagram influencers on Customer Behavior with reference to cosmetic product by Prajna & Ashritha Shetty |
| IMC2245 | A Study on Influence of Online Review on Consumer Purchasing Behaviour by Gurucharan L Shetty & Roshan |
| IMC2246 | Study on Customer Perception about the advertising and Branding on Automobiles by Manjunatha R G & Harsha Kumar H S |
| IMC2247 | A Study On Consumers Preferences Towards Digital Coupon Code by Chandrakanth Naik & Mahantesh Patil |
| IMC2248 | Green marketing and its impact on consumer buying behavior by Jasmine Rita Dantis & Jyothi |
| IMC2249 | A Study On Imapct Of Product Innovation On Agriculture Background by Sachin M J & Darshannaik |
| IMC2252 | Evolution in “Fear of Missing Out” Studies – A Bibliometric Investigation by Neeraj Sudhakar Rai |
| IMC2253 | Social Media Marketing and its effectiveness by Apoorva Lakshman |
| IMC2259 | A Customer Oriented Sustainability Approach In Healthcare by Prakash.N & A.Satya Nandini |
| IMC2260 | An Empirical analysis of Product Innovation practices in Tumkur district in Karnataka by Padmini S.V |
| IMC2262 | Data Driven Marketing and its Advantages by G S Umadevi |
| IMC2263 | The Impact of Social Media In Small Business by Shivu M & Anees V I |
| IMC2264 | A Study On Consumer Perception On Mobile Marketing by Kiran Kumar & Uttam |
| IMC2265 | Bibliometric analysis of Marketing Analytics literature by Vijay K S, Varshitha S & Manasa B |
| IMC2266 | Implementing Operations Management In Marketing for Innovation and Sustainability by Swetha Ganeshan |
| IMC2267 | A Study On Role Of Social Media In Consumer Purchasing Behaviour Of Fmcg Products by Arshad M P & Mohammed Ishak |
| IMC2268 | A study on Artificial Intelligence in Marketing in pharmaceutical sector by Varada Shetty & Sneha K |
| IMC2269 | A Study On Green Banking Initiatives In The Public And Private Sectors Banks Of India by Rakshitha.J & Chaya.R |
| IMC2270 | A study on challenges in the rural marketing of FMCG products by Murali K.M & Swami G.S |
| IMC2271 | A study on consumer Behaviour Towards Cosmetic Products by Shravya Jain & Aisiri N.R |
| IMC2272 | Non Caffeinated Pomegranate Peel Tea by Heena Kouser, Poojitha H, Hrushika CM & Nischitha |
| IMC2273 | Unlocking the Potential of Quick Commerce Grocery Delivery – An understanding of consumer behavior and preferences, challenges faced and solutions by Rajat Shaha & Kaydawala Saifuddin |