In numerous aspects of digital marketing usage, India is among the top two countries in the world. Almost all businesses currently use digital marketing. Thousands of start-up businesses with new ideas strive to break into the corporate sector every year. Unless they have a good marketing plan, start-ups and SMEs will be unable to compete with established and lucrative organisations. One of the leading causes of business failure is a lack of a comprehensive digital marketing strategy. However, not all of the tools available to a digital marketer are equally productive. The barrier between the “haves” and the “have nots” is narrowing as technology interventions become more widely available. Some digital marketing methods succeed, while others fail. In view of the importance of digital marketing usage in India, this paper provides a framework based on Diffusion of Innovation (DOI). It also makes use of Technology-Organization-Environment (TOE) theory for obtaining conceptual framework. Two constructs are used by the researcher to frame the conceptual framework: technical and environmental. The current study employs an exploratory research design in which the study attempts to investigate the level of awareness of digital marketing tools as well as the factors influencing the adoption of digital marketing by start-ups and Small and Medium Enterprises (SMEs) using a positivist research philosophical stand. For statistical interpretation, the study used the SPSS tool and Smart PLS. The current study’s population consists of owners and managers of manufacturing and service-based start-ups and SMEs operating in Karnataka’s North Karnataka area. To collect answers from the audience, this study employs a mixed methodological technique. Smart PLS - Structural Equational Modelling (SEM) is used to validate relevant hypotheses. For factor grouping and identification, the SPSS programme was employed. To obtain the SEM model, the discovered components were iterated using Smart PLS software.

No abstract

The study explores the worker's perception with respect to their compensation structure.

No abstract

The higher education system, particularly management education institutions (MEIs), is recognized as a significant source of creative talent for organizations. Organizations have to carefully select the necessary talent from MEIs. In this light, MEIs would seek to maximize their students’ creativity competencies. This exploratory research study identifies the significant boosters of creativity-competencies employing a sample survey among 269 student-respondents on the verge of completing their MBA programmes. The relationships between the identified boosters were modelled using structural equation modelling. The study found that adaptive-thinking and teamwork serve as the foundation for various other competencies, eventually fostering creativity competencies among the MBA students. The study restricts the assessment of creativity competencies concerning selected MBA institutions. The model created will serve as the basis for developing creativity-competencies in management education. This study is new to examine the relationship among the individual competencies and traits boosting the creativity competencies and test the model in MEIs.