Browsing by Author "Parsad, Chandan"

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A Consumer Typology Based on Celebrity Endorsement Factors
(FIIB Business Review, 2022-08-26) Arora, N; Prashar, S; Vijay, T.S; Parsad, Chandan
Celebrity endorsement is one of the most prominent advertising and promotional strategies used by organizations to seek consumer attention. It has been examined extensively by academicians in the last few decades. Still, existing studies have not focused much on understanding the typology of shoppers related to specific celebrity-related factors. This study endeavours to segment the consumer market and develop corresponding profiles based on shoppers’ importance to various celebrity factors. Survey-based research was undertaken using the mall-intercept technique, and data were collected from shoppers in India. Cluster and correspondence analysis techniques were used on the responses received from 232 survey participants. The results suggested the presence of three distinct clusters, namely ‘Indifferent-to-celebrity Buyer’, ‘Fascinated Buyer’ and ‘Star Power Buyer’. The findings suggest the clusters—fascinated buyers and star power buyers—are influenced by different components related to celebrity endorsement. The present study contributes to the marketing and celebrity endorsement literature by offering an insight into the need of identifying the differences among the consumers with respect to their propensity of acceptance of a celebrity endorser. These results would help managers in mapping them to target consumer segments with an appropriate celebrity effectively.
Influence of shoppers' attitude and satisfaction with smart-gadgets on intention to provide reviews: moderating role of fear of technological advances
(International Journal of Business Information Systems, 2024-02-26) Vijay, T. Sai; Prashar , Sanjeev; Parsad, Chandan
Smart wearable gadgets have been popular among consumers because of their use as health monitoring devices and fashion accessory. However, extant literature available lacks enough evidence on the formation of shoppers' attitude towards such devices. Extending the theory of reasoned action (TRA), the present study determines the factors that influence consumers' attitude towards these devices, further leading to their satisfaction with smart gadgets. The paper also explores the moderating role of fear of technological advances (FTA) in the formation of attitude. Besides this, the study examines users' intention to recommend the smart device in online reviews. Hypotheses were tested using structural equation modelling on data collected from 326 respondents. The research indicates the main effect of hedonic values and innovativeness and the significant moderation effect of FTA on attitude. The findings provide smart gadget marketers with useful implications for developing and offering augmented marketing and communication strategies.
Navigating the Stars
(FIIB Business Review, 2023-09-27) Siji, Smitha; Parsad, Chandan
This study aimed to explore the influence of social media on the perception and decision-making process of prospective students seeking admission to Business schools (B-schools) in the context of the increasing prevalence of social media in people’s lives. Specifically, it examined the perceived and actual utility of reviews posted on Social Networking Sites (SNSs) and the role of Social Media Usage (SMU) as a moderating factor in shaping admission intentions. Additionally, the impact of ratings and reviews on the overall perception of B-schools was explored. To gather data, a questionnaire was distributed via Google Forms to over 500 second-year post-graduate students studying Business Management in various B-schools. Out of the total responses received (201 usable responses), it was discovered that the respondents’ personal experiences either aligned with the reviews they read before admission or surpassed their expectations. Moreover, ratings and online forums had a positive influence on shaping a favourable perception among potential students, ultimately leading to their decision to enrol in a particular B-school. The study also confirmed the moderating effect of SMU. Admission officers should recognize that user-generated content holds greater trustworthiness among prospective students in comparison to content generated by vendors. Therefore, it is crucial to prioritize social media in their strategies. Additionally, there is a need to investigate the usage of SNSs by college admission offices and the impact of social media strategies on students’ admission intentions. Consequently, this study focuses on an underexplored area, shedding light on its significance.
Navigating the Stars: The Moderating Effect of Social Media Usage on the Admission Intention of B-schools
(FIIB Business Review, 2025-03) Siji, Smitha; Parsad, Chandan
This study aimed to explore the influence of social media on the perception and decision-making process of prospective students seeking admission to Business schools (B-schools) in the context of the increasing prevalence of social media in people’s lives. Specifically, it examined the perceived and actual utility of reviews posted on Social Networking Sites (SNSs) and the role of Social Media Usage (SMU) as a moderating factor in shaping admission intentions. Additionally, the impact of ratings and reviews on the overall perception of B-schools was explored. To gather data, a questionnaire was distributed via Google Forms to over 500 second-year post-graduate students studying Business Management in various B-schools. Out of the total responses received (201 usable responses), it was discovered that the respondents’ personal experiences either aligned with the reviews they read before admission or surpassed their expectations. Moreover, ratings and online forums had a positive influence on shaping a favourable perception among potential students, ultimately leading to their decision to enrol in a particular B-school. The study also confirmed the moderating effect of SMU. Admission officers should recognize that user-generated content holds greater trustworthiness among prospective students in comparison to content generated by vendors. Therefore, it is crucial to prioritize social media in their strategies. Additionally, there is a need to investigate the usage of SNSs by college admission offices and the impact of social media strategies on students’ admission intentions. Consequently, this study focuses on an underexplored area, shedding light on its significance.