The Business Review

School of Business Studies

University of Kashmir

ISSN: 0972-8384

This study investigates the impact of celebrity involvement on film tourism by examining its influence on film destination awareness and film tourist behavioral intention, with tourist motivation serving as both a mediator and moderator. Grounded in the Stimulus–Organism–Response (S-O-R) theory, the research explores how celebrity presence in films (stimulus) shapes tourists’ cognitive awareness and motivational states (organism), which subsequently influence their behavioral intentions (response). Data were collected from 678 Indian tourists who had visited Kashmir and were partially or fully motivated by films shot in the region. The proposed model was tested using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that celebrity involvement significantly enhances film destination awareness. However, celebrity involvement and film destination awareness do not directly influence film tourist behavioral intention. Mediation analysis indicates that film destination awareness significantly mediates the relationship between celebrity involvement and behavioral intention. Furthermore, tourist motivation significantly moderates the relationships between celebrity involvement and behavioral intention, as well as between film destination awareness and behavioral intention.The study contributes to film tourism literature by integrating S-O-R theory with tourist motivation theory and highlights the critical role of motivation in translating celebrity-driven awareness into travel intention. Practical implications for destination marketers and policymakers are also discussed.

A number of studies in the entrepreneurship literature have examined the construct of Entrepreneurial Orientation (EO). These studies generally show a positive link between EO and firms' performance. Nevertheless, the extent to which Marketing Capabilities (MC) and Digitalizationoperate as mediating variables in this association has not been thoroughly investigated. This paper presents a conceptual framework aimed at elucidating the dynamics of EO within small and medium-sized enterprises (SMEs), with a particular focus on the mediating influences of marketing capabilities and digitalization. The study aims to provide insights into how these factors may act as pivotal factors in the EO-performance paradigm for SMEs. The research adopts a conceptual approach, synthesizing existing literature on EO and marketing. By integrating insights from the literature review, the study develops a conceptual framework that sheds light on the complex and dynamic interplay between these constructs in the context of SMEs. The study reveals that marketing capabilities synergizes with EO to amplify its positive impact on firm performance. Furthermore, digitalization also serves as a crucial mediator that enhances the effect of EO, leading to improved performance. Through synthesizing these constructs, the proposed framework underscores the intricate interplay between EO, marketing capabilities, and digitalization in shaping SMEs'performance. By delineating the mediating roles of these constructs, this framework offers valuable insights for SME practitioners, policymakers, and researchers seeking to foster entrepreneurship and innovation in the SME sector. Future empirical research endeavours can leverage this framework to empirically validate the proposed relationships and unravel the underlying mechanisms driving entrepreneurial success in SMEs

This paper investigates the "Great Disconnect" between benchmark stock indices and GDP growth, analyzing the origins of their confounding divergence. Through a literature review of historical cyclesfrom the 1929 Great Depression to the 2020 pandemic and an empirical analysis of U.S. data over five decades, the study highlights a profound lack of concurrent correlation between market returns and economic output. The analysis reveals that stock market serves as a leading indicator, pricing in future expectations while remaining 8 times more volatile than the stable growth of GDP. The paper pays special attention to the COVID-19 era, where aggressive monetary policy and a "Kshaped" recovery widened the gap between financial wealth and domestic production. Ultimately, the study concludes that while the two may align in the long run, short-term divergence driven by sentiment and liquidity creates significant risks for market stability and economic predictability

India’s healthcare sector has witnessed rapid expansion, intensifying the need to deliver superior service value at sustainable costs to attract and retain patients. As patients become increasingly informed and value-conscious, providing superior perceived value has become essential for private healthcare providers. This study investigates the impact of patients perceived value on behavioral intention in selected private hospitals in the Union Territory of Jammu and Kashmir. Data was collected from 550 inpatients and outpatients across ten private hospitals using systematic sampling and a structured questionnaire. The proposed relationships were examined through structural equation modeling (SmartPLS v4). Findings reveal a significant positive effect of perceived value on behavioral intention. All dimensions of perceived value, except installations, exert a positive and significant influence on behavioral intention. These results provide empirical evidence on how value perceptions shape patient behavioral outcomes in private healthcare settings, offering insights for hospitals seeking to enhance patient loyalty and satisfaction.

Purpose::This paper provides an in-depth review of modern payment systems, focusing on their emergence, the role of innovations such as mobile wallets, UPI, QR-code payments, and the impact of the COVID-19 pandemic. Materials and Methods: This study combines a systematic literature review (SLR) with bibliometric analysis to examine existing research trends, innovations, and academic impacts related to modern payment systems. The SLR synthesizes theoretical and empirical research, while bibliometric analysis, using tools like VOSviewer and Bibliometrix, identifies key trends, prolific authors, and influential studies within the domain. Results of the study: Recent studies highlight the integration of technologies like blockchain, UPI, and mobile payments into financial ecosystems. The COVID-19 pandemic has further accelerated the adoption of contactless payment methods, driving a shift in consumer behavior. The research emphasizes the importance of digital inclusion, with mobile payments and digital banking solutions contributing to financial accessibility, especially in underbanked regions. Implications for Future Research: The paper identifies critical research gaps in digital payments, particularly concerning security, user trust, and regulatory frameworks. Future studies should explore the implications of Central Bank Digital Currencies (CBDCs) and blockchain on global financial systems. Conclusion: Modern payment systems have substantially changed financial transactions globally. While they offer immense potential for financial inclusion, they also introduce challenges related to security, data privacy, and technological access

As the world grapples with the pressing challenges of environmental degradation and resource depletion, the imperative for sustainable consumption practices becomes increasingly evident. The article delves into the pivotal role that marketing plays in promoting sustainable consumption behaviors. Drawing on an extensive review of literature, including bibliographic coupling and cocitation analyses, the study elucidates various dimensions of sustainable consumption and role of marketing, offering insights into their interplay and implications. Furthermore, the article examines the challenges and opportunities inherent in aligning with sustainability goals, emphasizing the need for collaboration across sectors to effect meaningful change. By illuminating the symbiotic relationship between marketing and sustainable consumption, the article underscores the potential for innovative marketing approaches to drive positive environmental and social outcomes in the pursuit of a more sustainable future

This study examines the distinct consumer buying behaviors in traditional markets (T-Markets) versus electronic markets (E-Markets) in Telangana, highlighting how digital technology is reshaping retail. A stratified random sampling technique is employed, with 300 respondents surveyed, evenly divided between T-Market and E-Market users to ensure diversity across demographics. Data collection involves structured survey questionnaires and in-depth interviews, allowing for both broad and deep insights into shopping preferences and influencing factors. Through a mixed-method approach, it investigates the factors influencing consumer decisions in both market types, noting that T-Markets are favoured for their sensory experiences and social interactions, while E-Markets appeal to tech-savvy consumers due to convenience and personalized experiences. The research identifies a hybrid buying pattern among Telangana consumers, who choose between T-Markets and E-Markets based on product type and context. The paper also offers strategies for enhancing consumer engagement in E-Markets, focusing on trust, user experience, personalization, and cultural relevance, providing valuable insights for retailers aiming to navigate the evolving retail landscape in Telangana

This study investigates the artificial intelligence (AI) and its customer engagement behavior within the context of social commerce. The research identifies a significant and positive relationship between AIdriven viral marketing and consumer purchasing decisions. Findings indicate that customers derive substantial benefits from viral marketing efforts conducted on social media platforms, including Facebook, Twitter, YouTube, and personal blogs. The study reveals that consumer buying behaviors are profoundly shaped by information shared within trusted social circles, with AI tools optimizing the targeting and personalization of marketing messages. To examine the factors influencing consumer behavior and satisfaction in an online shopping environment, the study employs various statistical analyses on a sample of 636 participants. An Independent Samples t-test highlights significant differences in shopping experience perceptions across groups, while One-Way ANOVA reveals noteworthy variance in trust and security levels among different occupational categories. The Kaiser-Meyer-Olkin (KMO) measure and Bartlett's Test confirm the adequacy of the data for factor analysis. Descriptive statistics provide insights into mean scores and variability across different demographic segments. The findings emphasize the critical role of AI in enhancing the convenience of online shopping experiences, ensuring customer satisfaction, and maintaining trust and security. By leveraging AI technologies in viral marketing, businesses can foster positive consumer behaviors and attitudes, ultimately driving higher engagement and increased sales in the social commerce landscape.

Wellness Industry in India, with its origin in ancient practices like Ayurveda and Ancient Chinese Medicine has evolved from a healthcare focus to a global commercialized sector encompassing various aspects of well-being. The rise of social media platforms, particularly Instagram especially among youngsters, has dramatically reshaped the marketing landscape, positioning it as a powerful medium for brand communication and consumer engagement. Although, the importance of wellness and its online representation has grown, there is a dearth of research into how Indian wellness brands use social media for marketing. Most of the studies focused on Western markets on a generalized approach to wellness, leaving a gap in understanding how Indian brands navigate this space,particularly in areas like physical wellness, nutrition, mental health, personal care, and beauty. This research study addresses this gap by examining existing marketing trends in the Indian wellness sector through a multimodal framework of semiotics combining Roland Barthes’ concept of denotation and connotation with Gunther Kress and Van Leeuwen’s social semiotics. It offers a detailed analysis of the themes, symbols, and narratives that brands use to promote wellness and highlights the growing role of social media in influencing consumer perceptions and marketing and branding strategies within the wellness space in India. The findings of this research show that all the brands studied in this research carried their own distinct characteristic however almost all of them were rooted in Indian traditions or contexts and in an universal ideal value system in one or the other way

This research investigates the variables that influence the acceptability of online payments by people of Kamrup Metro, Assam. In order to collect information from people living in the area, the quantitative research used cross-sectional questionnaires. This research investigated a wide range of issues about the reasons why consumers choose to use digital payment methods. It was found that digital literacy was important, that confidence in these approaches mediated, that smartphone ownership moderated, that perceived usefulness and convenience directly affected, and that smartphone ownership mediated. As the data demonstrate, the processing of payments online is not only feasible but also beneficial. Additionally, there was a correlation between digital literacy and approach to adoption. There is evidence from studies indicating the possession of smartphones makes the adoption of electronic currency more difficult, which may lead to an increase in the use of electronic money transfers. The perception of how simple and widespread digital payment methods are also has an effect on people's faith in digital payment systems. This demonstrates the significance of trust in the process of promoting adoption