Purpose The present study aims to probe into the determinants of mobile wallet adoption by millennials with the assistance of extended technology acceptance model. Design/methodology/approach The data was collected from the students studying professional courses in leading private universities in the north region of India. Keeping in view of the objective and hypotheses, the Partial Least Square Structural Equation Modeling (PLS -SEM) technique was used to test the proposed model. Findings The tested model brings into notice the imperative observation, which clearly outlines that there are all significant relationships, which can be observed herein. To explicitly state: perceived ease of use (PEOU) has a significant positive relationship with the perceived usefulness followed by PEOU also shares a significant positive relationship with the behavioral intention, and lastly trust as a variable under study establishes a significant positive relationship with actual use (AU). Research limitations/implications Implications for the banking industry are to ensure the safety and privacy (financial information) confidential. Originality/value The present study contributes to the literature of mobile wallet in the developing nations.

The current study attempts to measure the determinants of continuous intention of over-the-top (OTT) platforms. In the present context, stimulus–organism–response (S–O–R) model was applied to identify the determinants of continuous intentions. The data were collected from users of the existing OTT platforms. To test the proposed model, we applied the partial least square structural equation modeling (PLS-SEM) technique in accordance with the objective and hypotheses. The proposed model explains 45% of perceived value and 41% of continuance intentions, respectively. The results indicated that there are four significant relationships and one insignificant relationship. To explicitly state; perceived ease of use, perceived customization benefits, mobility has a favorable impact on perceived value, and perceived value significantly influences the continuous intention of OTT platform, and last, entertainment value was found to be insignificant with perceived value. This study provides varied clues to marketers to shape up customers behavior and to ensure the factors affecting decision regarding continuous intention of OTT platform. The current study proposes that continuous intentions can be framed by offering value.

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Marketing and promoting assume a colossal job in forming the public opinion — the manner in which we look at the things, the way we think, comprehend and respond. When companies are showcasing unfortunate practices it can have genuine, extremely negative impacts on our society. It would have very negative impact on our kids, the American Psychological Association revealed in their finding which reflects a connection between expanded unfortunate nourishment ads and rising youth corpulence, and association among tobacco and liquor notices and underage attraction towards smoking and drinking as they associate it with snob appeal. The advertising we’re constantly seeing and being inspired by them depicts the interest of an individual. Social media promotion is one of the contemporary marketing strategy which was designed to build the connect with the consumers. In this, marketers don’t have to retain control on the messaging. It relies on social information in generating, targeting, and delivering marketing communications. It requires specific Internet administration to gather the detail of social data of customers, set up and keep up associations with buyers and for conveying correspondences, for example, Facebook, Whatsapp, Twitter, and Google. They include focusing on and displaying only those promotions which is based on the searches and connections verbalized on similar administrations provided. Digital marketing is about finding distinctive approaches to show the correct substance and the correct advertisement to the customer at the perfect time. While print media and Television advertisement are still going strong but it has seen a drop in readership and viewership respectively, and individuals are changing from them to pay per views conveyed to them by online platforms like Netflix and Amazon Prime. Hence to reach the customer digital marketing is the key for future. So, the objective to do this study is to make people aware of the effectiveness of digital marketing through social advertisements.

This paper is an attempt to measure the Effectiveness of Social Advertisement Campaigns for Societal Improvement. The Government of India is currently running number of Social Advertisement Campaign which is a Government initiative for the Societal Improvement. The objective here is to divide the effectiveness into three parts i.e. awareness, perception and attitude. Responses have been filled through the help of questionnaire which has equal questions from each of these three segments. The study is conducted to know the awareness level of youth towards the Social Advertisement Campaigns, perception and attitude of youth towards the social advertisement that are run by the Government of India. Top 10 social advertisements which are mostly viewed by the people has been chosen through the pilot study conducted on 25 social advertisement campaigns running in Punjab by the government of India. The study is grounded on primary and secondary data.