http://dspace.ediindia.ac.in:8181/xmlui//handle/123456789/7872 2026-05-15T14:22:30Z 2026-05-15T14:22:30Z Malbary, Azhar Ranpura, Brinda Savani, Dhruv Jain, Jainee Mundra, Jay Upadhyay, Juhi http://dspace.ediindia.ac.in:8181/xmlui//handle/123456789/8031 2019-03-16T07:29:02Z 2019-02-22T00:00:00Z

Transmission of MEMEs and its Role in Digital Marketing Malbary, Azhar; Ranpura, Brinda; Savani, Dhruv; Jain, Jainee; Mundra, Jay; Upadhyay, Juhi Meme is an activity, a concept, or a unit of media that spreads from person to person via internet .Thus; we can say that memes and internet undoubtedly, are interrelated to each other. Meme, being the most viral and popular entity, grabs everyone’s attention in a different way. In this study, we are going to research why, when and how did this form of cultural transmission become so powerful, potential and popular that it became capable enough to influence. Our predominant focus is on identifying the factors affecting the perception, influence and transmission of an individual with respect to memes. We are going to understand that whether memes are able to influence the perception of an individual by its content, visuals, etc. Memes are actually used by many organisations as a source of marketing this research will help to know that how effective a meme can be, to be used as a marketing tool. Thirteenth Biennial Conference on Entrepreneurship/ Edited by Sasi Misra, Sunil Shukla, Ganapathi Batthini

2019-02-22T00:00:00Z Agrawal, Avani Saxena, Kavita http://dspace.ediindia.ac.in:8181/xmlui//handle/123456789/8030 2019-03-16T07:25:49Z 2019-02-22T00:00:00Z

Social Media Marketing for Growth of SMEs Agrawal, Avani; Saxena, Kavita With the growth of Internet and smartphone penetration in India, The Social Media is moving large segment of the people in many ways. The Social Media’s acceptance led by social media marketing channels offers marvelous control to the marketers to do accurate targeting in a very cost efficient ways. The literature review suggests that SMEs are facing problems in terms of doing promotional & marketing activities due to financial constraints. Most of Indian SMEs have their focus on operational and administrative activities, so for them marketing and promotion of business is not priority or still they are using traditional media for promotion. It further suggests that awareness of social media marketing strategies is very less among SMEs. Due to less awareness of social media very few SMEs are using social media marketing for their business growth. It is one of the cost effective ways through which companies can access new market, increase sales revenue, can easily do competitor’s analysis and maintain customer relationship management. Very few researchers have done research related to marketing problems faced by SMEs and come out with the solution to handle marketing and promotional activity of SMEs. The purpose of this paper is study social media marketing usage in SMEs of Ahmedabad its impact on their business growth. Data is collected from Ahmedabad based SMEs to identify factors affecting social media marketing adoption by small business owners. Thirteenth Biennial Conference on Entrepreneurship/ Edited by Sasi Misra, Sunil Shukla, Ganapathi Batthini

2019-02-22T00:00:00Z Basu, Analjyoti Dey, Shuvendu http://dspace.ediindia.ac.in:8181/xmlui//handle/123456789/8029 2019-03-16T07:22:53Z 2019-02-22T00:00:00Z

Role of Marketing in Tribal Entrepreneurship: A Study Basu, Analjyoti; Dey, Shuvendu Tribal entrepreneurship mainly considers ways and means of how to best utilize the resources available to the tribal community and contribute to their overall development. Strategic utilization further helps in growth of the resource base and taking advantage of the available opportunities for the development of the tribal community. This, in turn, helps generate better employment as well as entrepreneurial opportunities for the broader tribal community. The factors of marketing play an inseparable part in strategic utilization of resources in facilitating the tribal enterprises and act as a determining factor for the growth of these organizations. The present study, with the help of existing literature, explores the factors of marketing that are important for the development of tribal-run enterprises in the Indian context. Thirteenth Biennial Conference on Entrepreneurship/ Edited by Sasi Misra, Sunil Shukla, Ganapathi Batthini

2019-02-22T00:00:00Z Chocha, Vishal Bhatt, Vivek http://dspace.ediindia.ac.in:8181/xmlui//handle/123456789/8028 2019-03-16T07:19:49Z 2019-02-22T00:00:00Z

Retail Business Transformation and Consumer Experience: An Experimental Perspective Chocha, Vishal; Bhatt, Vivek Retail has been in long term transformation for more than a couple of decades, worldwide. Retail outlets are not just increasing in number, in country, but at the same time they are more aware and alert about appealing to the most sensitive aspects of consumer buying experience. In a country like ours with rapid urbanization, and transition in lifestyle for middle and upper middle class families, it is quite essential for retailers to rethink the way they operate. In this paper we measure the consumer experience - Proximity, Pricing, Availability of product, and Waiting time - versus the retail store types - Convince store, Discount Store, Super Market, and Local Grocery or Kirana Store. This paper offers models for different retail types with respect to consumer experience variables. Thirteenth Biennial Conference on Entrepreneurship/ Edited by Sasi Misra, Sunil Shukla, Ganapathi Batthini

2019-02-22T00:00:00Z