FORECASTING CONSUMER DEMAND AND ANALYZING THE IMPACT OF SOCIAL MEDIA INFLUENCER MARKETING ON BRAND EQUITY USING ARIMA AND SEM MODELS
Organizations are increasingly using analysis to understand consumer buying habits in order to understand what type of promotional strategies work best for their products. This is due to the fact that digital platforms have a greater influence on a consumer's purchasing decisions. A complete quantitative approach is designed to understand the impac...
By M. Kalaivani, Arasuraja Ganesan, N. Arunfred, V. Aruna
APPLYING THE 4PS MARKETING MODEL TO EVALUATE THE SUCCESS OF E-COMMERCE STRATEGIES IN CONSUMER RETENTION
This study examines how well e-commerce tactics work to encourage client retention in digital retail settings using the 4Ps Marketing Strategy (Product, Place, Price, and Promotion). The study addresses the gap of missing an integrated quantitative framework capable of systematically linking the conventional marketing mix dimensions with measurable...
By Arasuraja Ganesan, G.H. Kerinab Beenu, V. Aruna, K. Rajamani
ANALYZING THE INFLUENCE OF BEHAVIORAL ECONOMICS ON CONSUMER DECISION-MAKING IN SUSTAINABLE PRODUCT MARKETS
The paper discusses the application of behavioral economics in consumer decision-making in the sustainable product market. Behavioral economics is contrasted to the traditional economic theory, which assumes rationality of choices based on the maximization of utility, where behavioral factors, including psychological biases, social norms, and emoti...
By Arasuraja Ganesan, R. Velanganni, Vijayakanthan Selvaraj, M. Rajapriya