Despite the increasing popularity of influencer marketing, the knowledge related to the parameters of influencer marketing affecting the brand knowledge and development of customer attitudes is scarce and not sufficiently explored. This research uses the tri-component attitude model to identify the impact of the credibility of mega influencer, content of the post and the congruence of the influencer with the brand on brand knowledge, affection and purchase intention of youth representing Gen Z for personal care products. We shortlisted the influencers to represent the Mega, Macro and Micro Influencer categories for our study. The survey instrument was a questionnaire developed on 7 point semantic differential scale and was administered to undergraduate and pot-graduate university students. The results of our study indicate that the content of the message and congruence of the influencer with the brand significantly influenced the brand knowledge and brand affection while the credibility of the influencer did not affect the brand knowledge or brand affection. Further, the brand knowledge mediated the relationship between (a) the content of the post and attitude towards the brand and (b) the congruence of influencer with the brand and attitude towards the brand. Managerial implications are discussed in the light of our findings.
This study examines the role of financial literacy on the investment decisions of investors in the Nepalese share market. Financial literacy is expressed in personal saving, risk tolerance, investment options, and financial knowledge. The data were collected through a structured questionnaire using the convenience sampling method from 384 respondents of Kathmandu Valley. Pearson correlation and multiple regression analysis have been used to analyze data. The study results revealed a positive and significant relationship between the dimensions of financial literacy and investment decisions in the Nepalese share market. Low financial literacy and lack of financial information affect the ability to save and make sound financial decisions. Ignorance of basic financial concepts results in negative behavior in saving and investment decisions. The study suggests conducting financial education programs to help improve investors’ savings and financial decisions.
The Internet of (Every) Things (IoE/IoT) have revolutionized technology and industries at large. It has connected multiple domains such as healthcare, safety, education, finance, defense and many more, all under a common integrated platform. As evident, IoE/IoT is declared to be the future and the only possible solution to all technical limitations we are heading up to. Hence, it is of utmost importance for the budding technologists to be aware of the basics of IoE, its development track and the probable application areas which can be benefitted. This article emphasizes on the various industrial application areas which have been exploiting IoE at large and the prospects which are yet unexplored. We connect our findings and discourse towards future research agendas that researchers may explore based on extant trends in literature.
This study examines the factors influencing career orientations among Nepalese professionals and students. The objective is to explore the correlations between proactive personality, ambition, career self-management, mentorship relationships, commitment, and career orientations. The research uses a sample of 275 participants involved in managerial roles in different corporate houses. The study adopted descriptive and causal-comparative approaches. The major findings reveal significant positive correlations between these factors and career orientations. Regression analysis underscores the substantial predictive role of ambition (β = 0.302), career self-management (β = 0.302), and commitment (β = 0.370), indicating their significant impacts on career orientations. These insights contribute to a deeper understanding of the interplay of individual attributes and external factors in shaping career trajectories. Future research could expand geographically and adopt longitudinal perspectives to enrich these findings and recommendations for enhancing career development practices.
Employee unions are indispensable components of organizational success. The role of the employee union, which could be a consequence of organizational culture, determines the degree of an organization’s success. This study aims to explore the employee unions’ influence on the different cultural orientations of the organization. The study is based on survey data from 23 sample organizations’ 479 respondents. This study employed a mixed approach: a qualitative approach for understanding the fundamentals of employee unions and their influence in the Nepalese context and a quantitative approach for estimating unions’ influence. OCAI to determine the cultural orientation of sample organizations. A survey questionnaire was distributed to the employees, management leaders, and union leaders as respondents to estimate the influence of employee unions. Word clouds, OCAI charts, and descriptive statistics were used to conclude the study. Findings revealed unions’ influence on organizations in different functions like recruitment and selection, training and development, compensation, and the working environment. Union influence is found to be more active and influential in hierarchy culture than in market culture. This study contributes to the Power Resource Approach and Social Exchange Theory. It encourages the organizations’ leaders to orient their culture toward market culture to foster a fair, transparent, and competitive work environment and lessen the adverse influence of employee unions.
