Social Media Marketing as New Marketing Tool

Businesses are growing rapidly. They are using different strategies to connect customers. In this process, marketing is the most important thing. Most people use social media, and it has become one of the best platforms for marketing products. On social media, people can share their views and opinions and also get knowledge about the product and its updates. One of the fundamental reasons for utilizing social media in marketing is as a specialized apparatus that makes the organizations open to those interested in their products and makes them visible to the individuals who have no information of their products. These companies utilize social media to make a buzz and learn from and target customers. Therefore, companies need to look at various social media platforms where their customers exist. In this chapter, the concept of social media marketing is discussed with some practical examples of companies applying social media marketing tools.

Enriching User Experience by Transforming Consumer Data Into Deeper Insights

In every field, during a particular era, there is someone who stands up to a cause. There is a “North Star” in the sky to guide the “navigator” who might erringly go astray to reach the destination. The star gives direction through sheer stability. Consumer analytics as such is widely accepted throughout the world. It especially has a firm footing in enriching user experience thanks to the gigantic data collection exercise. The popularity seems to have stemmed from the fact that analytics is the real “navigator” based on data facts and the panacea for the business problems and leads the way forward whenever required. Customer journey analytics is a key instrument in the profitability framework. It also aims to provide a view of customers that is essentially dynamic in nature and other key data points observed during the life cycle of a customer. It further covers ahead of the prevailing product ownership and user data for inculcating the information such as digital channel interactions, social media, voice-of-the-consumer interactions, sentiment analysis, and more.

An Empirical Study on Pharmaceutical and Personal Care Stocks Using Sharpe's Single-Index Model

As the various avenues for better returns in India are slowly dwindling due to various global scenarios as well as due to domestic government policies, more and more people are turning towards stock market for better returns. This poses a challenge to the fund managers when they have to construct a portfolio, which maximizes return and minimizes risk. This has become more and more challenging in the recent years as the investors are also becoming more knowledgeable. Timely and correct investment decision on the part of the investor requires an in-depth knowledge of the stock that he intends to procure and the theories behind portfolio management. This chapter mainly focuses on construction of an optimal portfolio comprising of top pharmaceutical companies and FMCG companies in India. Sharpe ratio return analysis is the tool that is used to construct the optimal portfolio. Monthly returns data of last 10 years of the said companies are regressed against monthly return data of Nifty for better comparison.

Online Advertising Strategies in Indian and Australian E-Commerce Companies

Online advertising and marketing promote the different types of products through various kinds of advertising modes to customers. Online advertising is promotional messages that show up on the monitors of online laptops, desktops, tablets, televisions, and smart phones. The main objective of the study is to analyze the online advertising and impact comparison of online advertising strategy which is adopted by Indian and Australian e-commerce companies. To achieve the objectives of this study, the authors take the sample of 5 Indian and 5 Australian e-commerce companies. This study also found that the Indian and Australian e-commerce companies are inter-connected. Online advertising in India has been flowering and also increasing because of 4G connections, which are good for the future of online marketing. This chapter explains comparisons of Indian and Australian e-commerce companies and also focuses on the top 10 platforms to increase sales and customer attraction through advertising. The future of online advertising is brilliant and unlimited.

A Study on Tools and Techniques of Big Data Analytics for Text Summarization From Multi-Documents

Multi-document summarization extracts and summarizes the information without affecting its original context from the different sources of documents. It has been carried out using extractive text summarization and abstractive text summarization. Extractive summarization extracts summaries from verbatim lines, and abstractive summarization extracts new lines of summary from the source documents. Abstractive summarization is an advanced technology compared to extractive summarization. This research studies extractive summarization of multi documents from internet resources using word frequency counting and with maximum coverage using K-means clustering. In an internet search, the search algorithm shows the results from different websites using crawling and indexing. However, the search and text summary take place from hundreds, thousands, maybe millions of documents. To handle and manipulate these huge amounts of information, big data and its techniques are applied widely. This research also addresses big data techniques and tools that are available for multi-document summarization.

An Influence of Digitalization and Recent Innovations on the Hospitality and Tourism Sector

Our lifestyle cravings are voracious. The hospitality sector ensures guests are pleased with every new application and connected system that continues to become a business success. For guests, digital technology means a simple life where customer service is all about it. The transition of hospitality is at its tilt stage where everything is possible due to digital technology, where the ability to be improved by the correct technique from the movement of the reservation to check-out and from the ease of connecting to the hotel guest network to the temperature of the guest room when entering for the first time. Therefore, advancement in emerging technologies provides an opportunity for the hospitality business. Hotels strive for their growth to have more guest satisfaction with better experience, provisions, and management.

Developing a Framework to Study the Impact of Contingent Factors on Business Performance Using Strategic Cost Management

In the present scenario, cost and management accounting techniques have proved their effectiveness in decision making as they provide value creation. Therefore, the need for transforming traditional cost and management accounting to strategic cost management has been recognized. Manufacturing or service industries continuously seek to achieve business performance with the help of strategic cost management using contingency theory. This chapter provides a semi-systematic review of the articles and research papers examining major themes found in the literature focusing on the impact of various factors that are contingent in nature on the business performance through usage of strategic cost management. Systematic analysis of literature identified numerous relevant articles and research papers in eminent journals. The results indicated that there exists an interrelationship among variables, and the finding supports the central proposition of contingency theory where business performance increases with the usage of strategic cost management and contingent factors.

Social Media, Crowdsourcing, and Marketing

Social media has emerged as a new playing ground for digital marketing. Supporting the resource view of the organization, crowdsourcing is a strong platform for social media marketing. Crowdsourcing on social media for marketing is strengthening companies in terms of saving marketing expenditure; promoting at speed of light; and enhancing the organizational learning, collaboration, and performance. The chapter tries to focus on the relevance of social media, crowdsourcing, and marketing, which help the company to improve, innovate, and cultivate on the crowdsourced wisdom. The future of social media, crowdsourcing, and marketing depends on how companies change the way they perceive stakeholders, business, and processes.

i-Branding as a Tool of Integrated Marketing

i-Branding is one of the fastest-growing aspects of internet marketing. Internet marketing is still an experimental area that continues to grow, evolve, and adapt. The use of the internet as a branding tool is an important area of study since the literature on internet branding is currently in the formative stage. This study investigated the relationship of various factors with respect to customer satisfaction of youths towards purchasing through the internet. The sample size is comprised of 520 respondents from various regions of Punjab. For this purpose, CFA has been applied to analyze the customer satisfaction of internet marketing among youngsters. Finally, this chapter would help academicians as well as industry experts to analyze the potential of i-branding in the future.

OYO (The Journey)

From a humble beginning in 2013, OYO is today the world's second-largest hospitality chain of franchised and leased hotels, living spaces, and homes. OYO has a global presence with large-scale operations in many countries. This case outlines OYO's complicated growth journey from a rapidly growing startup to an ethically maligned business venture. It also underscores OYO's business and revenue model, work culture, and growth strategies. It also provides a sneak peek about the major problems faced by OYO and how OYO should cope with these challenges.