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Journal ArticleDOI

Materialism, television and social media – analysis of the transformation of post-colonial Indian market

19 Aug 2019-Journal of Historical Research in Marketing (Emerald Publishing Limited)-Vol. 11, Iss: 3, pp 250-270
TL;DR: In this paper, the authors analyzed the transformation of the Indian market by extending Sreekumar and Varman's (2016) work on history of marketing in India into the post-colonial era.
Abstract: This paper aims to, first, analyze the transformation of the Indian market by extending Sreekumar and Varman’s (2016) work on history of marketing in India into the post-colonial era; second, trace the emergence and adoption of various media technologies in the post-colonial Indian market; third, identify the evolving trends in marketing practices alongside the penetration of these media technologies in the market; and finally, argue the need for mindful adoption of marketing practices in the Indian market, rather than direct replication of Western practices.,The historical perspective on the post-colonial Indian market is done through extant literature review and analysis of marketing practices by iconic brands in the Indian market.,This research reveals that the adoption of Western marketing practices by brands in the Indian market has led to increasing materialistic consumption patterns among consumers. Furthermore, such practices in the social media technology era impose individualistic values in the Indian consumers, contrary to the cultural values of the country. Therefore, this research posits the need for mindful marketing practices to be adopted for the Indian market.,This research shows warning signs of growing materialistic values among Indian consumers and the implications of marketing strategies on the society as a whole.,This study is a first of its kind in highlighting the transformation of the post-colonial Indian market by integrating actual marketing campaigns over this period with literature to present the various issues in the current state of the market.
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Journal ArticleDOI
TL;DR: The results highlight that perceived usefulness, perceived ease of use and compatibility positively affect impact of SMM after adoption by the SMEs.

174 citations

01 Jan 1977
TL;DR: In this paper, a series of exploratory experiments measuring the impact of visible consumption of products and services on the impressions which others form about the consumers of these items are presented. But the authors focus on the messages which consumption selections actually convey to others.
Abstract: This paper reports a series of exploratory experiments measuring the impact of visible consumption of products and services on the impressions which others form about the consumers of these items. A method labeled "the detective study" is illustrated for measuring these impressions, and comparisons of effects are made between different types of consumption items and between male and female perceivers. ASSESSING THE EFFECTS OF VISIBLE CONSUMPTION ON IMPRESSION FORMATION The belief chat a person's possession and expenditures reveal something about the person may be one of the strongest cultural universals affecting consumer behavior. In virtually all cultures, visible products and services are the bases for inferences about the status, personality, and disposition oi the owner or consumer of these goods. Relevant cues may be noted not only in the number and type of goods consumed, but also in such features as their style, color, uniqueness, condition and brand naiae. Where other information about a person is known, this information is integrated with visible consumption information in developing an overall impression of another. There are also many instances in which visible consumption cues dominate the overall impression, either because the cues are highly distinctive or because little additional personal information is available due to observing strangers or newly established or casual acquaintances. Nevertheless, while consumer behavior research has examined the messages about self or ideal self concept which consumers seemingly intend to display through their selections of products and services, we have devoted little attention to the messages which consumption selections actually _do^ convey to others. The broad intent of this research, therefore, was to initiate a program examining the influences which configurations of visible consumption items have on impression formation.

70 citations

Journal ArticleDOI
TL;DR: In this paper, the impact of adopting social media marketing for sustainable business growth of SMEs in an emerging economy is examined and the moderating role of SME leadership support is investigated.
Abstract: Social media marketing (SMM) plays an important role in business communication, marketing, operations, and other activities. There is a growing interest among researchers, academicians, and practitioners to understand the role of SMM in business sustainability in small and medium enterprises (SMEs) in an emerging economy, like India. Few studies have attempted to understand this role. Thus, the aim of this study is to examine the impact of adopting social media marketing for sustainable business growth of SMEs in an emerging economy. The study also investigates the moderating role of SME leadership support on the relationship between SMM usage and sustainable business growth of SMEs. After reviewing the existing literature and technology adoption model, a theoretical model is developed, which is then validated using a structural equation modeling technique to analyze 304 samples of Indian SMEs that use different social media marketing applications in their enterprises. This study confirmed that SMM tools significantly and positively improve the sustainable growth of SMEs in an emerging economy. Additionally, the study also found that SME leadership team plays a vital role in supporting actual usage of SMM tools that accelerate sustainable business growth of SMEs.

12 citations

Journal ArticleDOI
TL;DR: In this article, the effect of television viewing duration of a household on its annual category-level conspicuous consumption and also the enhanced level of this relationship for the bottom of the pyramid (BoP) households was examined by using OLS regression on the data from the large nationally representative India Human Development Survey, 2011 (IHDS-II) database.
Abstract: The purpose of this paper is to empirically examine the effect of television viewing duration of a household on its annual category-level conspicuous consumption and also the enhanced level of this relationship for the bottom of the pyramid (BoP) households,Hypotheses formulation was guided by cultivation theory and the concept of compensatory consumption The hypotheses were later examined by using ordinary least square (OLS) regression on the data from the large nationally representative India Human Development Survey, 2011 (IHDS-II) database,Television viewing duration of the household exerts a positive effect on its annual category-level conspicuous consumption expenditure The nature of this relationship is enhanced for the BoP households The annual category-level conspicuous consumption for the BoP households increases by close to four percent for every hour increase in their television viewing duration while such increase for other households is close to one and a half percent only,Findings can be further strengthened by using time-lagged dependent variable taken at monthly intervals, as well as survey data linking household television viewing duration with desirability of conspicuous goods,Managers can rely on television for reaching BoP consumers while being cognizant of the negative effects of promoting conspicuous consumption among them They need to adopt a responsible marketing approach Besides regulating television, policymakers need to work toward increased provisioning of educational and financial services for BoP households They can leverage television for promoting beneficial behavior in BoP households,The study empirically establishes the external validity of cultivation theory at the household level in an emerging economy by using a large nationally representative database It also establishes the higher vulnerability of BoP households to increase category-level conspicuous consumption in response to television viewing To the best of the authors’ knowledge, this is the first study to empirically examine the effect of television viewing duration of household on its annual category level conspicuous consumption

3 citations

References
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Journal ArticleDOI
TL;DR: In this article, the authors pointed out that there is a strong functional tie between opinions and abilities in humans and that the ability evaluation of an individual can be expressed as a comparison of the performance of a particular ability with other abilities.
Abstract: Hypothesis I: There exists, in the human organism, a drive to evaluate his opinions and his abilities. While opinions and abilities may, at first glance, seem to be quite different things, there is a close functional tie between them. They act together in the manner in which they affect behavior. A person’s cognition (his opinions and beliefs) about the situation in which he exists and his appraisals of what he is capable of doing (his evaluation of his abilities) will together have bearing on his behavior. The holding of incorrect opinions and/or inaccurate appraisals of one’s abilities can be punishing or even fatal in many situations. It is necessary, before we proceed, to clarify the distinction between opinions and evaluations of abilities since at first glance it may seem that one’s evaluation of one’s own ability is an opinion about it. Abilities are of course manifested only through performance which is assumed to depend upon the particular ability. The clarity of the manifestation or performance can vary from instances where there is no clear ordering criterion of the ability to instances where the performance which reflects the ability can be clearly ordered. In the former case, the evaluation of the ability does function like other opinions which are not directly testable in “objective reality’. For example, a person’s evaluation of his ability to write poetry will depend to a large extent on the opinions which others have of his ability to write poetry. In cases where the criterion is unambiguous and can be clearly ordered, this furnishes an objective reality for the evaluation of one’s ability so that it depends less on the opinions of other persons and depends more on actual comparison of one’s performance with the performance of others. Thus, if a person evaluates his running ability, he will do so by comparing his time to run some distance with the times that other persons have taken. In the following pages, when we talk about evaluating an ability, we shall mean specifically the evaluation of that ability in situations where the performance is unambiguous and is known. Most situations in real life will, of course, present situations which are a mixture of opinion and ability evaluation. In a previous article (7) the author posited the existence of a drive to determine whether or not one’s opinions were “correct”. We are here stating that this same drive also produces behavior in people oriented toward obtaining an accurate appraisal of their abilities. The behavioral implication of the existence of such a drive is that we would expect to observe behaviour on the part of persons which enables them to ascertain whether or not their opinions are correct and also behavior which enables them accurately to evaluate their abilities. It is consequently

16,927 citations

Journal ArticleDOI
TL;DR: In this paper, a variety of evidence is presented supporting this simple and compelling premise and implications for consumer behavior are derived for consumer behaviour because the construct of extended self involves consumer behavior rather than buyer behavior, it appears to be a much richer construct than previous formulations positing a relationship between selfconcept and consumer brand choice.
Abstract: Our possessions are a major contributor to and reflection of our identities A variety of evidence is presented supporting this simple and compelling premise Related streams of research are identified and drawn upon in developing this concept and implications are derived for consumer behavior Because the construct of extended self involves consumer behavior rather than buyer behavior, it appears to be a much richer construct than previous formulations positing a relationship between self-concept and consumer brand choice

7,705 citations

Posted Content
Susan Fournier1
TL;DR: The authors argue for the validity of the relationship proposition in the consumer-brand context, including a debate as to the legitimacy of the brand as an active relationship partner and empirical support for the phenomenological significance of consumer-Brand bonds.
Abstract: Although the relationship metaphor dominates contemporary marketing thought and practice, surprisingly little empirical work has been conducted on relational phenomena in the consumer products domain, particularly at the level of the brand. In this article, the author: (1) argues for the validity of the relationship proposition in the consumer-brand context, including a debate as to the legitimacy of the brand as an active relationship partner and empirical support for the phenomenological significance of consumer-brand bonds; (2) provides a framework for characterizing and better understanding the types of relationships consumers form with brands; and (3) inducts from the data the concept of brand relationship quality, a diagnostic tool for conceptualizing and evaluating relationship strength. Three in-depth case studies inform this agenda, their interpretation guided by an integrative review of the literature on person-to-person relationships. Insights offered through application of inducted concepts to two relevant research domains — brand loyalty and brand personality — are advanced in closing. The exercise is intended to urge fellow researchers to refine, test, and augment the working hypotheses suggested herein and to progress toward these goals with confidence in the validity of the relationship premise at the level of consumers’ lived experiences with their brands.

5,694 citations

Journal ArticleDOI
TL;DR: In this paper, the authors argue for the validity of the relationship proposition in the consumer-brand context, including a debate as to the legitimacy of the brand as an active relationship partner and empirical support for the phenomenological significance of consumerbrand bonds.
Abstract: Although the relationship metaphor dominates contemporary marketing thought and practice, surprisingly little empirical work has been conducted on relational phenomena in the consumer products domain, particularly at the level of the brand. In this article, the author: (1) argues for the validity of the relationship proposition in the consumer-brand context, including a debate as to the legitimacy of the brand as an active relationship partner and empirical support for the phenomenological significance of consumer-brand bonds; (2) provides a framework for characterizing and better understanding the types of relationships consumers form with brands; and (3) inducts from the data the concept of brand relationship quality, a diagnostic tool for conceptualizing and evaluating relationship strength. Three in-depth case studies inform this agenda, their interpretation guided by an integrative review of the literature on person-to-person relationships. Insights offered through application of inducted concepts to two relevant research domains—brand loyalty and brand personality—are advanced in closing. The exercise is intended to urge fellow researchers to refine, test, and augment the working hypotheses suggested herein and to progress toward these goals with confidence in the validity of the relationship premise at the level of consumers' lived experiences with their brands.

5,618 citations

Journal ArticleDOI
TL;DR: Although a considerable amount of research in personality psychology has been done to conceptualize human personality, identify the “Big Five” dimensions, and explore the meaning of each dimension,... as mentioned in this paper
Abstract: Although a considerable amount of research in personality psychology has been done to conceptualize human personality, identify the “Big Five” dimensions, and explore the meaning of each dimension,...

4,813 citations