Marketing research is just beginning to understand customers’ need for authenticity in marketing exchanges. While consumers seek authentic brands and consumption experience, industrial buyers appreciate authentic salespersons. However, marketing literature is silent about perceived salesperson authenticity. This paper’s aim is to make an advance in closing this research gap. Therefore, we conce...

This research work advances IT ethics research by surveying the literature regarding IT ethical behavior models and further proposes a comprehensive IT ethical behavioral model. Based on an initial meta-analysis of some of the ethical research, a conceptual ethical behavior model is proposed. The proposed model suggests that ethical behavioral intention is influenced by an individual’s attitude...

As consumers are getting better at avoiding the traditional marketing campaigns companies are using, it has become crucial for companies to differentiate their marketing. One way of doing this is to use guerrilla marketing, a marketing type more extreme, innovative and attention capturing than traditional marketing. The purpose of this thesis is to explore how the use of guerrilla marketing aff...

Due to decrease in purchasing power of a rupee people have begun to loose faith in saving. It has resulted into spending attitude, deriving materialistic pleasure by purchasing and consuming new products. Fierce competition has made everything fair, even if it is unethical. The present paper takes a close look at the various ethical issues involved in Marketing innovations and what organization...

Despite the increasing number of companies investing in mobile marketing campaigns, research investigation on the adoption process of mobile marketing from the perspective of consumers has been limited. Although mobile devices are a promising marketing tool, mobile spam (i.e. unsolicited SMS messages) raises privacy concerns relating to the utilisation of the personal and location data used to ...

Abstract The unethical behavior of greenwashing threatens the growth sustainable products and markets. Greenwashing degrades essential efforts to reduce climate change pollution promote social justice. False marketing communication that claims are hurts value green weakens customer capability prefer nonsustainable products. also eliminates trust in “green” Markets infected by fake ultimately fa...

This study investigates the major reasons for e-marketplace adoption among SMEs in their international marketing practices. Based on organizational innovation theories, resource-based view theories of the firm, and former studies in the IS adoption research, a three match-based framework was proposed for IS innovation adoption among organizations. And based on this framework, we proposed a pars...

The evolution of e-commerce also has brought with it a new marketing channel known as mobile marketing (m-marketing). Although mobile devices have been seen as a potential channel to reach consumers, effort is still needed to understand what influences intention to adopt mobile marketing. This study integrates innovation characteristics of the Innovation-Diffusion Theory (IDT), perceived risk, ...