In India, the practice of permission-based SMS advertising is yet to evolve as a marketing practice and mobile users resist SMS advertising in its current format due to unauthorised spamming. Given this context, what factors constitute the acceptance or rejection of SMS advertising is still unclear. So, the study investigated the factors…[Read more]

In India, the practice of permission-based SMS advertising is yet to evolve as a marketing practice and mobile users resist SMS advertising in its current format due to unauthorised spamming. Given this context, what factors constitute the acceptance or rejection of SMS advertising is still unclear. So, the study investigated the factors…[Read more]

This study critically examines television commercials advertising AXE, a male body spray. Using the framework of male gaze, originally coined by Laura Mulvey, which manipulates the viewer’s (and camera’s) perspective, this analysis uncovers the ubiquitous myth that exposes such instinctual voyeuristic pleasures. This psychoanalytic inv…[Read more]

New technology has been credited with the ability to extend human senses. However, adaptation and use of technology has been reported to be intricately mediated by usefulness and ease of use of technology among other contingencies. While Technology Acceptance Model (TAM) has provided the theoretical basis for adaptation and use of technology in a…[Read more]

New technology has been credited with the ability to extend human senses. However, adaptation and use of technology has been reported to be intricately mediated by usefulness and ease of use of technology among other contingencies. While Technology Acceptance Model (TAM) has provided the theoretical basis for adaptation and use of technology in a…[Read more]

Binge TV-watching marks a new era of TV-watching behavior among youth. It is a result of dependence on new media and the widespread usage of smart phones connected to the Internet. The study investigates binge-watching among a sample of Arab residents in United Arab Emirates. It examines how binge-watching might correlate to depression and…[Read more]

An online survey is reported that was carried out with more than 385 social media users aged 18 and over and extracted from nine Arab countries; Bahrain, Egypt, Algeria, Libya, Iraq, Kuwait, Syria, Jordan and Yemen. This research focuses on the use of Facebook by a selected group called Open Media Library (OML) which have interests in social media…[Read more]

Recent years have seen a sequence of “moral panics” regarding accessibility of information on the internet and its exercise for criminal/harmful activity. Such problems and wider availability of internet raises the public policy concerns among governments over whether the internet should be regulated or not. Some believe it should not, con…[Read more]

The “civility crisis” has been a big concern in the U.S. and abroad at least since the 1990s. Evidence suggested that uncivil attacks in political discourse have a negative impact on political trust. Administering an online survey with an experiment embedded in it, the study seeks to find out whether source and uncivil commentary in a news sto…[Read more]

The current article explores the image of success in the contemporary business environment, embedded in organizational settings as the “exponential organizations”. The essence of exponential human resource management is outlined based on critical review of the continuum of revolutions (evolution) in this functional sphere in business org…[Read more]

This review examines the exhibition catalogue for the exhibition, originated by the Museum of Contemporary Art Los Angeles in 2019-20, which traveled to the Hessel Museum at Bard College in 2021.

This paper, attempted to answer, how, in the age of totalizing mediated
communication, the role of a cultural expert (i.e. a person with knowledge and
competence for interpreting the cultural phenomena encountered by a non-reflexive
person in everyday life) is transformed. Terms ‘communicative capitalism’ and
‘digital labour’ were used in this…[Read more]

Uses and gratifications research helps in finding out how audience makes use of
mass media to gratify their needs. Media research can help both the industry and
the academia to map audience behaviour which is very much connected to various
factors such as geography, culture, education and socio-economic circumstances.
This research conducted…[Read more]

The guerrillas of the modern day marketing arena have been eyeing the innovative
strategies to promote their products. They aim to grab the maximum attention
with least amount the capital spent. This is what guerrilla marketing revolves
around. YouTube has evolved as one such platform. It is being used as a powerful
medium by the marketing…[Read more]

In the contemporary society, Facebook, WhatsApp, Twitter, and Instagram are not
merely words, but are synonymous to a person’s identity. Though the extensive use
of social media is capable of rendering a huge amount of benefits in terms of
ease of communication, lightening marketing reach and so on, the graver sides of
the same requires t…[Read more]

Literary multilingualism has been dexterously used by the Indian English writers to
reflect the cultural and behavioral style of the characters and make the setting
realistic. The paper attempts to identify and analyze the kinds of literary techniques
used in Indian English fiction and how through the use of these techniques, the
writers have…[Read more]

Literary multilingualism has been dexterously used by the Indian English writers to
reflect the cultural and behavioral style of the characters and make the setting
realistic. The paper attempts to identify and analyze the kinds of literary techniques
used in Indian English fiction and how through the use of these techniques, the
writers have…[Read more]

The 1960s was a period of social change in countries around the world and in
hundreds of cities in the United States. We argue that music played a rhetorical
role in bringing a vast array of people together behind a wide range of issues. The
music of Bob Dylan unified people together, making Dylan a kind of prophet that
put into music the…[Read more]

India though being the birthplace of the ancient science of sex, it is really a matter
of shame that the post British India, considers it a taboo, to talk and discuss it in
the public. Like many other ancient scriptures and technologies that were all
initiated by India, but are now used and further developed by the western world,
India, in…[Read more]

This study examines the significance and the favorability of brand placements in
Indian film industry (Bollywood) movies that would generate revenues and reduce
the risk of production costs for the decision makers (film production houses). A
theoretical model built on Cue utilization theory is used to assess the number of
brand placements in…[Read more]