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ThesisItem Open Access Loyalty creation through social media driven consumer brand engagement in Delhi(G.B. Pant University of Agriculture and Technology, Pantnagar - 263145 (Uttarakhand), 2020-07) Pandey, Shobha; Singh, SaurabhSocial media acts as a medium to bridge the gap between brands and consumers. Brands are taking advantage of social media websites to empower information dissemination of the product or service. Social media provides ample opportunities to create connections with consumers. So, it becomes imperative for the marketers to tap these platforms. The digital presence can help in attaining better consumer engagement. The best suitable social media platform strategy leads to better consumer engagement. This research was focused on social media users of Delhi. The research was done in order to evaluate users’ perception, identify factors affecting social media communication and model development for social media brand engagement. The model started with seven exogenous factors, consumer brand engagement as mediator and brand loyalty as an endogenous factor. The results revealed that perceived interactivity, normative influence, informative quality and company responsiveness were affecting consumer brand mangagement which in turn affected loyalty. Consumer Brand Engagement fully mediated between perceived interactivity, information quality and brand loyalty. Partial mediation existed in the case of company responsiveness whereas no mediation was there for normative influence. This study shows relevance of social media in marketing communication and in building brand loyalty. Managers can maintain a powerful digital presence by leveraging the benefits of various social media sites and designing their social media strategy focused on the significant factors. Therefore, it becomes imperative for organizations to implement a suitable online strategy to create an impact on their customers.ThesisItem Open Access Assessing market opportunities for organic products of Uttarakhand(G.B. Pant University of Agriculture and Technology, Pantnagar - 263145 (Uttarakhand), 2009-05) Bhakuni, Mohit; Saxena, RakaThesisItem Open Access Strategic mix to facilitate effective turnaround of UAS & TDC Pantnagar(G.B. Pant University of Agriculture and Technology, Pantnagar - 263145 (Uttarakhand), 2009-05) Agarwal, Priyanka; Arora, V.P.S.ThesisItem Open Access Performance evaluation of self help groups in Kumaon region of Uttarakhand(G.B. Pant University of Agriculture and Technology, Pantnagar - 263145 (Uttarakhand), 2009-05) Bhandari, Kiran; Saxena, RakaThesisItem Open Access Penetration of branded clothing in Kumaun division of Uttarakhand(G.B. Pant University of Agriculture and Technology, Pantnagar - 263145 (Uttarakhand), 2009-05) Taranjeet Kaur; Arora, V.P.S.ThesisItem Open Access Study of sales promotional tools adopted by Sumitomo Chemical India Pvt. Ltd.(G.B. Pant University of Agriculture and Technology, Pantnagar - 263145 (Uttarakhand), 2009-05) Jalal, Govind Singh; Singh, AshutoshThesisItem Open Access Comparative study of food courts in urban shopping malls of Delhi and NCR(G.B. Pant University of Agriculture and Technology, Pantnagar - 263145 (Uttarakhand), 2009-05) Bisht, Ritu; Sharma, M.L.ThesisItem Open Access Study of changing food consumption behaviour among urban residents of Dehradun(G.B. Pant University of Agriculture and Technology, Pantnagar - 263145 (Uttarakhand), 2009-05) Negi, Deepika; Narula, Sapna A.ThesisItem Open Access Organized retailing of fruits & vegetables in Jaipur: challenges and opportunities(G.B. Pant University of Agriculture and Technology, Pantnagar - 263145 (Uttarakhand), 2009-05) Laddha, Ankit; Singh, Saurabh
