The impact of Digital Marketing and Promotional Strategies on attitude and purchase intention towards financial products and service: A Case of emerging economy

References

• Abdullah, A. B., and Mohamed, Y. A., 2009, December. Immune inspired framework for ad hoc network security. In 2009 IEEE International Conference on Control and Automation (pp. 297–302). IEEE.
   Google Scholar
• Adaileh, M., I. Alharazneh, and M. Othman. 2020. “Building Sustainable Value in E-Business Companies in Jordan.” Talent Development and Excellence 12 (3): 1249–1261.
   Google Scholar
• Agarwal, R., and J. Prasad. 1998. “A Conceptual and Operational Definition of Personal Innovativeness in the Domain of Information Technology.” Information Systems Research 9 (2): 204–215. doi:10.1287/isre.9.2.204.
   Web of Science ®Google Scholar
• Agrawal, N. 2021. “Telephone Network and Internet Penetration in India: A Pragmatic Study Using Data Analytics.” Global Journal of Enterprise Information System 13 (1): 42–48.
   Google Scholar
• Aguirre, E., D. Mahr, D. Grewal, K. de Ruyter, and M. Wetzels. 2015. “Unraveling the Personalization Paradox: The Effect of Information Collection and Trust-building Strategies on Online Advertisement Effectiveness.” Journal of Retailing 91 (1): 34–49. doi:10.1016/j.jretai.2014.09.005.
   Web of Science ®Google Scholar
• Aguirre, E., A. L. Roggeveen, D. Grewal, and M. Wetzels. 2016. “The Personalization-privacy Paradox: Implications for New Media.” Journal of Consumer Marketing 33 (2): 1–27. doi:10.1108/JCM-06-2015-1458.
   Google Scholar
• Akinci, S., S. Aksoy, and E. Atilgan. 2004. “Adoption of Internet Banking among Sophisticated Consumer Segments in an Advanced Developing Country.” International Journal of Bank Marketing 22 (3): 212–232. doi:10.1108/02652320410530322.
   Google Scholar
• Al-Jabri, I. 2015. “The Intention to Use Mobile Banking: Further Evidence from Saudi Arabia.SouthAfrican.” Journal of Business Management 46 (1): 23–34.
   Google Scholar
• Albers-Miller, N. D., and M. R. Stafford. 1999. “International Services Advertising: An Examination of Variation in Appeal Use for Experiential and Utilitarian Services.” Journal of Services Marketing 13 (4/5): 390–406. doi:10.1108/08876049910282682.
   Google Scholar
• “All Govt Hospitals Will Have E-hospital Management System”. Business Standard India. Press Trust of India”. 10 June 2019. Retrieved 16 December 2019.
   Google Scholar
• Allsop, D.T., B.R. Bassett, and J.A. Hoskins. 2007. “Word-of-mouth Research: Principles and Applications.” Journal of Advertising Research 47 (4): 398–411. doi:10.2501/S0021849907070419.
   Web of Science ®Google Scholar
• Amaldoss, W., and S Jain. 2005. “Pricing of Conspicuous Goods: A Competitive Analysis of Social Effects.” Journal of Marketing 42 (1): 30–42.
   Web of Science ®Google Scholar
• Ames, Daniel R., and Sheena S. Iyengar. 2005. “Appraisal the Unusual: Framing Effects and Moderation of Uniqueness-Seeking and Social Projection.” Journal of Experimental Social Psychology 41 (3): 271–282. doi:10.1016/j.jesp.2004.07.003.
   Web of Science ®Google Scholar
• Amin, M., S. Rezaei, and M. Abolghasemi. 2014. “User Satisfaction with Mobile Websites: The Impact of Perceived Usefulness (PU), Perceived Ease of Use (PEOU) and Trust.” Nankai Business Review International 5 (3): 258–274. doi:10.1108/NBRI-01-2014-0005.
   Google Scholar
• Ankit, Kesharwani, S. Shailendra Bisht, and S K. Roy. 2012. “The Impact of Trust and Perceived Risk on Internet Banking Adoption in India: An Extension of the Technology Acceptance Model.” International Journal of Bank Marketing 30 (4): 303–322. doi:10.1108/02652321211236923.
   Google Scholar
• Athanassopoulos, A. D. 2000. “Customer Satisfaction Cues to Support Market Segmentation and Explain Switching Behavior.” Journal of Business Research 47 (3): 191–207. doi:10.1016/S0148-2963(98)00060-5.
   Web of Science ®Google Scholar
• Athapaththu, J., and D. Kulathunga. 2018. “Factors Affecting Online Purchase Intention: Effects of Technology and Social Commerce.” International Business Research 11 (10): 111–128. doi:10.5539/ibr.v11n10p111.
   Google Scholar
• Baek, T. H., and M. Morimoto. 2012. “Stay Away from Me. Examining the Determinants of Consumer Avoidance of Personalized Advertising.” Journal of Advertising 41 (1): 59–76. doi:10.2753/JOA0091-3367410105.
   Web of Science ®Google Scholar
• Baron, J. 2012.“The Culture of Honor’in Citizens’ Concepts of their Duty as Voters.“ Rationality and Society 24(1): 37–72.
   Web of Science ®Google Scholar
• Baron, J. B., and Dunoff, J. L.1995.“Against Market Rationality: Moral Critiques of Economic Analysis in Legal Theory“ Cardozo L. Rev., 17: 431.
   Google Scholar
• Bauer, H. H., T. Falk, and M. Hammerschmidt. 2006. “eTrans Qual: A Transaction Process Based Approach for Capturing Service Quality in Online Shopping.” Journal of Business Research 59 (7): 866–875. doi:10.1016/j.jbusres.2006.01.021.
   Web of Science ®Google Scholar
• Belch, G.E., and M.A. Belch. 1998. Advertising and Promotion. New York: McGraw-Hill.
   Google Scholar
• Boot, A. W., and A. V. Thakor. 2000. “Can Relationship Banking Survive Competition?” The Journal of Finance 55 (2): 679–713. doi:10.1111/0022-1082.00223.
   Web of Science ®Google Scholar
• Boudreau, M., and R.T. Watson. 2006. “Internet Advertising Strategy Alignment.” Internet Research 16 (1): 23–37. doi:10.1108/10662240610642523.
   Web of Science ®Google Scholar
• Bourne, Clea 2020. “Fintech’s Transparency– Publicity Nexus: Value Cocreation through Transparency Discourses in Business-to-Business Digital Marketing.” American Behavioral Scientist 64 (11): 1607–1626. doi:10.1177/0002764220959385.
   Web of Science ®Google Scholar
• Braun, M.T. 2013. “Obstacles to Social Networking Website Use among Older Adults.” Computers in Human Behavior 29 (3): 673–680. doi:10.1016/j.chb.2012.12.004.
   Web of Science ®Google Scholar
• Brown, S. P., and D. M. Stayman. 1992. “Antecedents and Consequences of Attitude toward the Ad: A Meta-analysis.” Journal of Consumer Research 19 (1): 34–51. doi:10.1086/209284.
   Web of Science ®Google Scholar
• Bruner, G. C., and A. Kumar. 2000. “Web Commercials and Advertising Hierarchy-of-effects.” Journal of Advertising Research 40 (1–2): 35–42. doi:10.2501/JAR-40-1-2-35-42.
   Web of Science ®Google Scholar
• Buck, R., Anderson, E., Chaudhuri, A., and Ray, I. 2004. Emotion and Reason in Persuasion: Applying the ARI Model and the CASC Scale. Journal of Business Research 57(6): 647–656.
   Web of Science ®Google Scholar
• Byrne, B. M. 2001.“Structural Equation Modeling with AMOS, EQS, and LISREL: Comparative Approaches to Testing for the Factorial Validity of a Measuring Instrument“ International Journal of Testing 1(1): 55–86.
   Google Scholar
• Campbell, M. C., and K. L. Keller. 2003. “Brand Familiarity and Advertising Repetition Effects.” Journal of Consumer Research 30 (2): 292–304. doi:10.1086/376800.
   Web of Science ®Google Scholar
• Campbell, D. E., R. T. Wright, and P. F. Clay. 2010. “Deconstructing and Operationalizing Interactivity: An Online Advertising Perspective.” JITTA: Journal of Information Technology Theory and Application 11 (4): 29.
   Google Scholar
• Carl, W. J. (2008). The role of disclosure in organized word‐of‐mouth marketing programs. Journal of Marketing Communications, 14(3), 225–241.
   Google Scholar
• Charness, G., and U. Gneezy. 2012. “Strong Evidence for Gender Differences in Risk Taking.” Journal of Economic Behavior & Organization 83 (1): 50–58. doi:10.1016/j.jebo.2011.06.007.
   Web of Science ®Google Scholar
• Chawla, D., and Joshi, H. (2020), ”The moderating role of gender and age in the adoption of mobile wallet”, Foresight, 22(4): 483–504.
   Web of Science ®Google Scholar
• Chen, Nai-Hua 2018. “Extending a TAM–TTF Model with Perceptions toward Telematics Adoption.” Asia Pacific Journal of Marketing and Logistics 31 (1): 37–54. doi:10.1108/APJML-02-2018-0074.
   Web of Science ®Google Scholar
• Chew, B. E., and A.A. Abdul Adis. 2018. “A Study on Malaysian Consumers’ Attitude and Behavioral Intention Towards Print Advertising.” International Journal of Marketing Studies 10 (2): 132–150. doi:10.5539/ijms.v10n2p132.
   Google Scholar
• Chiu, Y. L., C. S. Wan, S. H. Tsaur, and W. B. Chiou. 2007. “Is the Advertising Effect of Virtual Experience Always Better or Contingent on Different Travel Destinations?” Information Technology & Tourism 9 (1): 45–54. doi:10.3727/109830507779637611.
   Google Scholar
• Cho, C.H. 2003. “The Effectiveness of Banner Advertisements: Involvement and Click-through.” Journalism & Mass Communication Quarterly 80 (3): 623–645. doi:10.1177/107769900308000309.
   Web of Science ®Google Scholar
• Cho, C.H., and H. J. Cheo. 2004. “Why Do People Avoid Advertising on the Internet?” Journal of Advertising 33 (4): 89–97. doi:10.1080/00913367.2004.10639175.
   Web of Science ®Google Scholar
• Chopra, Komal 2019. “M-Wallet Technology Acceptance by Street Vendors in India”. In Proceedings of the 2nd International Conference on Data Engineering and Communication Technology. Springer: Singapore, pp. 175–182.
   Google Scholar
• Cillo, P., L. M. Deluca, and G. Troilo. 2010. “Market Information Approaches, Product Innovativeness, and Firm Performance: An Empirical Study in Fashion Industry.” Research Policy 39 (9): 1242–1252. doi:10.1016/j.respol.2010.06.004.
   Web of Science ®Google Scholar
• Coppack, M., Y. Raza, S. Sarkar, and K. Scribbins (2015). “Consumer Vulnerability (Financial Conduct Authority” [FCA] Occasional Paper No. 8). FCA, London Retrieved from https://www.fca.org.uk/publication/occasional-papers/occasional-paper-8.pdf
   Google Scholar
• Czarnecka, Barbara, and Emmanuel Mogaji 2019. “How are We Tempted into Debt? Emotional Appeals in Loan Advertisements in UK Newspapers.” International Journal of Bank Marketing 38 (3): 756–776. doi:10.1108/IJBM-07-2019-0249.
   Web of Science ®Google Scholar
• Dahlén, M., Murray, M., and Nordenstam, S. 2004.“An Empirical Study of Perceptions of Implicit Meanings in World Wide Web Advertisements Versus Print Advertisements“ Journal of Marketing Communications, 10(1): 35–47.
   Google Scholar
• Datta, A., and R. Coondoo (2005). “Modeling the Effect of Consumer Utility through Personalized Services and Compensating Variance through Greater Product Variety on Increased Spending in Online Advertisements”. Available at SSRN 646822.
   Google Scholar
• Davis, F. D. 1989. “Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology.” MIS Quarterly 13 (3): 319–340. doi:10.2307/249008.
   Web of Science ®Google Scholar
• Davis, F.D., R.P. Bagozzi, and P.R. Warshaw. 1989. “User Acceptance of Computer Technology: A Comparison of Two Theoretical Models.” Management Science 35 (8): 982–1003. doi:10.1287/mnsc.35.8.982.
   Web of Science ®Google Scholar
• Demirci, A.E., and N.F. Ersoy. 2008. “Technology Readiness for Innovative High-tech Products: How Consumers Perceive and Adopt New Technologies.” The Business Review 11 (1): 302–308.
   Google Scholar
• Dens, N., and P. De Pelsmacker. 2010. “Consumer Response to Different Advertising Appeals for New Products: The Moderating Influence of Branding Strategy and Product Category Involvement.” Journal of Brand Management 18 (1): 50–65. doi:10.1057/bm.2010.22.
   Google Scholar
• Digital India Week: Digital Locker, MyGov.in, and Other Projects that Were Unveiled”, The Indian Express, 5 July 2015
   Google Scholar
• Dimitrieska, S., A. Stankovska, and T. Efremova. 2018. “Artificial Intelligence and Marketing.” Entrepreneurship 6 (2): 298–304.
   Google Scholar
• Djamasbi, S., Siegel, M., & Tullis, T. (2010). Generation Y, web design, and eye tracking. International journal of human-computer studies, 68(5), 307–323.
   Web of Science ®Google Scholar
• Eisend, Martin. 2008. “Explaining the Impact of Scarcity Appeals in Advertising: The Mediating Role of Perceptions of Susceptibility.” Journal of Advertising 37 (3): 33–40. doi:10.2753/JOA0091-3367370303.
   Web of Science ®Google Scholar
• Eisingerich, A.B., and G. Rubera. 2010. “Drivers of Brand Commitment: A Cross-national Investigation.” Journal of International Marketing 18 (2): 64–79. doi:10.1509/jimk.18.2.64.
   Web of Science ®Google Scholar
• Everfi (2021). https://everfi.com/blog/financial-education/digital-marketing-trends-for-banks/
   Google Scholar
• Fornell, C., & Bookstein, F. L. (1982). Two structural equation models: LISREL and PLS applied to consumer exit-voice theory. Journal of Marketing research, 19(4), 440–452.
   Web of Science ®Google Scholar
• Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics.
   Google Scholar
• Garg, Rachit (2020). “The digitalization of the banking sector: Hits and misses”. Available at: https://blog.ipleaders.in/digitalization-banking-sector-hits-misses/
   Google Scholar
• Gefen, D., E. Karahanna, and D. W. Straub. 2003. “Trust and TAM in Online Shopping: An Integrated Model.” MIS Quarterly 27 (1): 51–90. doi:10.2307/30036519.
   Web of Science ®Google Scholar
• “Government Unveils Umang App for Citizen Services”. Economic Times, 23 November 2017
   Google Scholar
• Grewal, D., S. Kavanoor, E.F. Fern, C. Costley, and J. Barnes. 1997. “Comparative versus Noncomparative Advertising: A Meta-analysis.” Journal of Marketing 61 (4): 1–15. doi:10.1177/002224299706100401.
   Web of Science ®Google Scholar
• Grigaliunaite, V., and L. Pileliene. 2016. “Emotional or Rational? The Determination of the Influence of Advertising Appeal on Advertising Effectiveness.” Scientific Annals of Economics and Business 63 (3): 391–414. doi:10.1515/sacb-2016-0130.
   Web of Science ®Google Scholar
• Grover, P., and A.K. Kar. 2017. “Big Data Analytics: A Review on Theoretical Contributions and Tools Used in Literature.” Global Journal of Flexible Systems Management 18 (3): 203–229. doi:10.1007/s40171-017-0159-3.
   Google Scholar
• Gurhan-Canli, Z., and R. Batra. 2004. “When Corporate Image Affects Product Evaluation: The Moderating Role of Perceived Risk.” Journal of Marketing Research 41 (2): 197–205. doi:10.1509/jmkr.41.2.197.28667.
   Web of Science ®Google Scholar
• Hair, J.F., Tatham, R.L., Anderson, R.E., & Black, W. (1998), Multivariate data analysis, (Fifth Edition). Prentice Hall, Upper Saddle River: Prentice Hall.
   Google Scholar
• Han, J., and J. Ling. 2016. “Emotional Appeal in Recruitment Advertising and Applicant Attraction: Unpacking National Cultural Differences.” Journal of Organizational Behavior 37 (8): 1202–1223. doi:10.1002/job.2099.
   Web of Science ®Google Scholar
• Han, H., S. Shin, N. Chung, and C. Koo. 2019. “Which Appeals are the Most Important for Airbnb Users to Booking?” International Journal of Contemporary Hospitality Management 31 (3): 1205–1223. doi:10.1108/ijchm-12-2017-0784.
   Web of Science ®Google Scholar
• Han, S. H., Yoon, D. Y., Suh, B., Li, B., & Chae, C. (2019). Organizational support on knowledge sharing: a moderated mediation model of job characteristics and organizational citizenship behavior. Journal of Knowledge Management.
   Web of Science ®Google Scholar
• Hanafizadeh, P., M. Behboudi, F. Ahadi, and F.G. Varkani. 2012. “Internet Advertising Adoption: A Structural Equation Model for Iranian SMEs.” Internet Research 22 (4): 499–526. doi:10.1108/10662241211251015.
   Web of Science ®Google Scholar
• Heiligtag, J., J. Xu, and M. Quaddus. 2010. “Factors Influencing Online Advertising: A National Survey among Small & Medium Enterprises in Australia.” In E-business in the 21st Century: Realities, Challenges and Outlook, 97–154.
   Google Scholar
• Henssler, Lena (2020). Emotional Response And Advertisement Effectiveness, Master Thesis, Department of Strategic Management, Marketing and Tourism, The University of Innsbruck School of Management
   Google Scholar
• Hollis, N. (2005). Ten years of learning on how online advertising builds brands. Journal of advertising research, 45(2), 255–268.
   Web of Science ®Google Scholar
• Hossain, M. Muhammad, and R. Victor Prybutok. 2008. “Consumer Acceptance of RFID Technology: An Exploratory Study.” IEEE Transactions on Engineering Management 55 (2): 316–328. doi:10.1109/TEM.2008.919728.
   Web of Science ®Google Scholar
• Hoyle, R. H. (2000). Confirmatory factor analysis. In Handbook of applied multivariate statistics and mathematical modeling (pp. 465–497). Academic Press.
   Google Scholar
• Hsu, M. W. 2016. “An Analysis of Intention to Use in Innovative Product Development Model through TAM Model.” Eurasia Journal of Mathematics, Science and Technology Education 12 (3): 487–501. doi:10.12973/eurasia.2016.1229a.
   Web of Science ®Google Scholar
• Hu, L., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling, 6(1), 1–55.
   Web of Science ®Google Scholar
• Hum, T. 2010.“Planning in Neighborhoods with Multiple Publics: Opportunities and Challenges for Community-based Nonprofit Organizations“ Journal of Planning Education and Research 29(4): 461–477.
   Web of Science ®Google Scholar
• Hur, S., J.E. Lee, and L. Stoel. 2018. “Fair Trade Advertising: Influences of Information Type and Emotional Appeal Congruency.” Journal of Marketing Communications. 1466–4445. doi:10.1080/13527266.2018.1511626.
   Google Scholar
• Jain, G., H. Singh, K.R. Chaturvedi, and S. Rakesh. 2020. “Blockchain in Logistics Industry: In Fizz Customer Trust or Not.” Journal of Enterprise Information Management 33 (3): 541–558. doi:10.1108/JEIM-06-2018-0142.
   Web of Science ®Google Scholar
• Kaid, L. L., and A. Johnston. 1991. “Negative versus Positive Television Advertising in US Presidential Campaigns, 1960–1988.” Journal of Communication 41 (3): 53–64. doi:10.1111/j.1460-2466.1991.tb02323.x.
   Web of Science ®Google Scholar
• Keelery, Sandhya (16 October 2020).“ Number of internet users in India from 2015 to 2020 with a forecast until 2025”. Available at: https://www.statista.com/statistics/255146/number-of-internet-users-in-india
   Google Scholar
• Ketelaar, P. E., R. Konig, E. G. Smit, and H. Thorbjørnsen. 2015. “In Ads We Trust. Religiousness as a Predictor of Advertising Trustworthiness and Avoidance.” Journal of Consumer Marketing 32 (3): 190–198. doi:10.1108/JCM-09-2014-1149.
   Web of Science ®Google Scholar
• Kim, J. 2018. Philosophy of Mind. Routledge.
   Google Scholar
• Kim, C., H. G. Jeon, and K. C. Lee. 2020. “Discovering the Role of Emotional and Rational Appeals and Hidden Heterogeneity of Consumers in Advertising Copies for Sustainable Marketing.” Sustainability 12 (12): 5189. doi:10.3390/su12125189.
   Web of Science ®Google Scholar
• Kim, J., K. H. Kim, T. C. Garrett, and H. Jung. 2015. “The Contributions of Firm Innovativeness to Customer Value in Purchasing Behavior.” Journal of Product Innovation Management 32 (2): 201–213. doi:10.1111/jpim.12173.
   Web of Science ®Google Scholar
• Kim, Miyoung, and Hailin Quo. 2014. “Travellers’ Behavioural Intention toward Hotel Self-service Kiosks Usage.” International Journal of Contemporary Hospitality Management 26 (2): 225–245. doi:10.1108/IJCHM-09-2012-0165.
   Web of Science ®Google Scholar
• Koshksaraya A.A., Franklin D., and Hanzaee K.H. 2015. The Relationship Between E-lifestyle and Internet Advertising Avoidance. Australas. Mark. J., 23(1): 38–48.
   Google Scholar
• Kotler, P. 2003. Marketing Insights from A to Z: 80 Concepts Every Manager Needs to Know. John Wiley & Sons.
   Google Scholar
• Kuster, I., and N. Vila. 2011. “Successful SME Web Design through Consumer Focus Groups.” International Journal of Quality & Reliability Management 28 (2): 132–154. doi:10.1108/02656711111101728.
   Google Scholar
• Lafferty, B. A., R. E. Goldsmith, and S. J. Newell. 2000. “The Impact of Corporate Credibility and Celebrity Credibility on Consumer Reaction to Advertisements and Brands.” Journal of Advertising 29 (3): 43–54. doi:10.1080/00913367.2000.10673616.
   Web of Science ®Google Scholar
• Lau-Gesk, L., and J. Meyers-Levy. 2009. “Emotional Persuasion: When the Valence versus the Resource Demands of Emotions Influences Consumer’s Attitudes.” Journal of Consumer Research 36 (4): 585–599. doi:10.1086/605297.
   Web of Science ®Google Scholar
• Lederer, A. L., D. J. Maupin, M. P. Sena, and Y. Zhuang. 2000. “The Technology Acceptance Model and the World Wide Web.” Decision Support Systems 29 (3): 269–282. doi:10.1016/S0167-9236(00)00076-2.
   Web of Science ®Google Scholar
• Lee, H.J., H.J. Cho, W. Xu, and A. Fairhurst. 2010. “The Influence of Consumer Traits and Demographics on Intention to Use Retail Self-service Checkouts.” Marketing Intelligence & Planning 28 (1): 46–58. doi:10.1108/02634501011014606.
   Web of Science ®Google Scholar
• Lee, Jieun, and Ilyoo B. Hong. 2016. “Predicting Positive User Responses to Social Media Advertising: The Roles of Emotional Appeal, Informativeness, and Creativity.” International Journal of Information Management 36 (3): 30–373. doi:10.1016/j.ijinfomgt.2016.01.001.
   Web of Science ®Google Scholar
• Lee, Y. H., C. Hsiao, and S. H. Purnomo. 2014. “An Empirical Examination of Individual and System Characteristics on Enhancing E-learning Acceptance.” Australasian Journal of Educational Technology 30 (5): 561–579. Retrieved from. http://ascilite.org.au/ajet/submission/index.php/AJET/article/view/381/1080
   Web of Science ®Google Scholar
• Leon, Steven 2018. “Service Mobile Apps: A Millennial Generation Perspective.” Industrial Management & Data Systems 118 (9): 1837–1860. doi:10.1108/IMDS-10-2017-0479.
   Web of Science ®Google Scholar
• Leong, C., B. Tan, X. Xiao, F.T.C. Tan, and Y. Sun. 2017. “Nurturing a FinTech Ecosystem: The Case of a Youth Microloan Startup in China. Lnt.” J. Lnf. Manage 37 (2): 92–97.
   Google Scholar
• Li, C. 2016. “When Does Web-based Personalization Really Work? The Distinction between Actual Personalization and Perceived Personalization.” Computers in Human Behavior 54: 25–33. doi:10.1016/j.chb.2015.07.049.
   Web of Science ®Google Scholar
• Liebana-Cabanillas, F.J., J. Sanchez-Fernandez, and F. Mun˜oz-Leiva. 2014. “Role of Gender on Acceptance of Mobile Payment.” Industrial Management & Data Systems 114 (2): 220–240. doi:10.1108/IMDS-03-2013-0137.
   Web of Science ®Google Scholar
• Lim, J. S., S. Y. Ri, B. D. Egan, and F. A. Biocca. 2015. “The Cross-platform Synergies of Digital Video Advertising: Implications for Cross-media Campaigns in Television, Internet and Mobile TV.” Computers in Human Behavior 48: 463–472. doi:10.1016/j.chb.2015.02.001.
   Web of Science ®Google Scholar
• Lin, L., Xu, L., Zhou, S., and Xiang, Y. 2016.“Trustworthiness-hypercube-based Reliable Communication in Mobile Social Networks“ Information Sciences, 369: 34–50.
   Web of Science ®Google Scholar
• Litwin, H. 1995.“The Social Networks of Elderly Immigrants: An Analytic Typology.“ Journal of Aging Studies 9(2): 155–174.
   Web of Science ®Google Scholar
• Loiacono, E. T. (2001). “Web qual (TM): A web site quality instrument.” Available at: https://www.elibrary.ru/item.asp?id=5309838
   Google Scholar
• Lwin, M., and Phau, I.2013.“Effective Advertising Appeals for Websites of Small Boutique Hotels“ Journal of Research in interactive Marketing.
   Google Scholar
• Lynch, J., and L. DeChernatony. 2004. “The Power of Emotion: Brand Communication in Business-to-business markets.Journal Of”. Journal of Brand Management 11 (5): 403–419. doi:10.1057/palgrave.bm.2540185.
   Google Scholar
• Malmelin, N. 2010.“What is Advertising Literacy? Exploring the Dimensions of Advertising Literacy“ Journal of visual literacy 29(2): 129–142.
   Google Scholar
• Mannathukkaren, Nissim (2017).“The Grand Delusion of Digital India”. The Hindu. Retrieved 26 February 2019.
   Google Scholar
• Marchegiani, C., and I. Phau. 2013. “Development and Validation of the Personal Nostalgia Scale.” Journal of Marketing Communications 19 (1): 22–43. doi:10.1080/13527266.2010.542078.
   Google Scholar
• Martins, C., T. Oliveira, and A. Popovic. 2014. “Understanding the Internet Banking Adoption: A Unified Theory of Acceptance and Use of Technology and Perceived Risk Application.” International Journal of Information Management 34 (1): 1–13. doi:10.1016/j.ijinfomgt.2013.06.002.
   Web of Science ®Google Scholar
• Mathieu, J.E., and S.R. Taylor. 2006. “Clarifying Conditions and Decision Points for Mediational Type Inferences in Organizational Behavior.” Journal of Organizational Behavior 27 (8): 1031–1056. doi:10.1002/job.406.
   Web of Science ®Google Scholar
• McKay-Nesbitt, J., R.V. Manchanda, M.C. Smith, and B.A. Huhmann. 2011. “Effects of Age, Need for Cognition, and Affective Intensity on Advertising Effectiveness.” Journal of Business Research 64 (1): 12–17. doi:10.1016/j.jbusres.2009.09.013.
   Web of Science ®Google Scholar
• Megha, S., D. C. Ramesh, and M. Jolly (2021, March). “Facebook Advertising in the Era of Digital Economy”. In European, Asian, Middle Eastern, North African Conference on Management & Information Systems (97–108). Springer, Cham.
   Google Scholar
• Mehta, A. 2000. “Advertising Attitudes and Advertising Effectiveness.” Journal of Advertising Research 40 (3): 67–72. doi:10.2501/JAR-40-3-67-72.
   Web of Science ®Google Scholar
• Melovic, B, M Jocović, M Dabic, Vulic TamaraBackovic, and B. Dudic. 2020. “The Impact of Digital Transformation and Digital Marketing on the Brand Promotion, Positioning and Electronic Business in Montenegro.” Technology in Society. doi:10.1016/j.techsoc.2020.101425.
   Web of Science ®Google Scholar
• Ministry of Electronics and Information Technology (2015). Available at: https://www.digitalindia.gov.in/
   Google Scholar
• Mishra, A. 2009. “Indian Perspective about Advertising Appeal.” International Journal of Marketing Studies 1 (2): 23. doi:10.5539/ijms.v1n2p23.
   Google Scholar
• Mogaji, E., B. Czarnecka, and A. Danbury. 2018. “Emotional Appeals in UK Business-to-business Financial Services Advertisements.” International Journal of Bank Marketing 36 (1): 208–227. doi:10.1108/IJBM-09-2016-0127.
   Web of Science ®Google Scholar
• Mogaji, Emmanuel, Sunday Olaleye, and Dandison Ukpabi. 2020. Using AI to Personalise Emotionally Appealing Advertisement. Advances in Theory and Practice of Emerging Markets. Cham:Springer. 137–150. DOI:10.1007/978-3-030-24374-6_10.
   Google Scholar
• Montazemi, A. R., and H. Q. Saremi (2013, January). “Factors Affecting Internet Banking Pre-usage Expectation Formation”. 46th Hawaii International Conference on System Sciences (pp. 4666–4675). IEEE.
   Google Scholar
• Morosan, C. 2012. “Theoretical and Empirical Considerations of Guests’ Perceptions of Biometric Systems in Hotels.” Journal of Hospitality and Tourism Research 36 (1): 52–84. doi:10.1177/1096348010380601.
   Web of Science ®Google Scholar
• Morris, M.G., V. Venkatesh, and P.L. Ackerman. 2005. “Gender and Age Differences in Employee Decisions about New Technology: An Extension to the Theory of Planned Behavior.” IEEE Transactions on Engineering Management 52 (1): 69–84. doi:10.1109/TEM.2004.839967.
   Web of Science ®Google Scholar
• Motyka, Scott, D. Grewal, A. Roggeveen, N.M. Puccinelli, T. Avnet, A. Daryanto, K. de Ruyter, and M. Wetzels. 2014. “Regulatory Fit: A Meta-analytic Synthesis.” Journal of Consumer Psychology 24 (3): 394–410. doi:10.1016/j.jcps.2013.11.004.
   Web of Science ®Google Scholar
• Noyola-Medina, A. M., S. Y. Pinzón-Castro, and G. Maldonado-Guzmán. 2018. “Innovation and Digital Marketing Adoption in Mexican Small Business.” Journal of Management and Sustainability 8 (2): 18–27. doi:10.5539/jms.v8n2p18.
   Google Scholar
• Nuseir, M. T. 2016. “Exploring the Use of Online Marketing Strategies and Digital Media to Improve the Brand Loyalty and Customer Retention.” International Journal of Business and Management 11 (4): 228–238. doi:10.5539/ijbm.v11n4p228.
   Google Scholar
• Panda, T. K., T. K. Panda, and K. Mishra. 2013. “Does Emotional Appeal Work in Advertising? The Rationality behind Using Emotional Appeal to Create Favorable Brand Attitude.” IUP Journal of Brand Management 10 (2): 7.
   Google Scholar
• Parasuraman, A. 2000. “Technology Readiness Index (TRI): A Multiple-item Scale to Measure Readiness to Embrace New Technologies.” Journal of Service Research 2 (4): 307–320. doi:10.1177/109467050024001.
   Google Scholar
• Pashupati, K., and J.H. Lee. 2003. “Web Banner Ads in Online Newspapers.” International Journal of Advertising 22 (4): 531–564. doi:10.1080/02650487.2003.11072867.
   Google Scholar
• Pavlou, P. A. 2003. “Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model.” International Journal of Electronic Commerce 7 (3): 101–134.
   Web of Science ®Google Scholar
• Pererva, P., V. Kobieliev, and I. Dolyna. 2020. “Digital Marketing Opportunities and Paradoxes of Communications.” 4 (4): 6–13.
   Google Scholar
• Perryman, A.A., G.D. Fernando, and A. Tripathy. 2016. “Do Gender Differences Persist? An Examination of Gender Diversity on Firm Performance, Risk, and Executive Compensation.” Journal of Business Research 69 (2): 579–586. doi:10.1016/j.jbusres.2015.05.013.
   Web of Science ®Google Scholar
• Petit, O., C. Velasco, and C. Spence. 2019. “Digital Sensory Marketing: Integrating New Technologies into Multisensory Online Experience.” Journal of Interactive Marketing 45: 42–61. doi:10.1016/j.intmar.2018.07.004.
   Web of Science ®Google Scholar
• Phau, I., M. Teah, A. Lim, and R. Ho. 2015. “A Brief Affair with Underwear: Uniqueness and Innovativeness in Male Underwear Brand Purchase.” Journal of Global Fashion Marketing 6 (3): 222–235. doi:10.1080/20932685.2015.1032314.
   Web of Science ®Google Scholar
• Pieters, R., L. Warlop, and M. Wedel. 2002. “Breaking through the Clutter: Benefits of Advertisement Originality and Familiarity for Brand Attention and Memory.” Management Science 48 (6): 765–781. doi:10.1287/mnsc.48.6.765.192.
   Web of Science ®Google Scholar
• Porter, C. E., and Donthu, N. 2006.“Using the Technology Acceptance Model to Explain How Attitudes Determine Internet Usage: The Role of Perceived Access Barriers and Demographics“ Journal of Business Research 59(9): 999–1007.
   Web of Science ®Google Scholar
• Rahman, H. Hossain, and A., Quaresma. 2019.“Investigating Factors Influencing the Physicians’ Adoption of Electronic Health Record (EHR) in Healthcare System of Bangladesh: An Empirical Study“ International Journal of Information Management 44: 76–87.
   Web of Science ®Google Scholar
• Ramos, F., J. Ferreira, A. de Freitas, and J. Rodrigues. 2018. “The Effect of Trust in the Intention to Use M-banking.” Brazilian Business Review 15 (2): 175–191. doi:10.15728/bbr.2018.15.2.5.
   Google Scholar
• Rawal, M., and J.L.S. Torres. 2017. “Empathy for Emotional Advertisements on Social Networking Sites: The Role of Social Identity.” Marketing Management Journal 27 (2): 88–102.
   Google Scholar
• Revels, J., D. Tojib, and Y. Tsarenko. 2010. “Understanding Consumer Intention to Use Mobile Services.” Australasian Marketing Journal (AMJ) 18 (2): 74–80. doi:10.1016/j.ausmj.2010.02.002.
   Google Scholar
• Riquelme, H.E., R.E. Rios, and H. Karjaluoto. 2010. “The Moderating Effect of Gender in the Adoption of Mobile Banking.” International Journal of Bank Marketing 28 (5): 328–341. doi:10.1108/02652321011064872.
   Google Scholar
• Roehrich, G. 2004. “Consumer Innovativeness: Concepts and Measurements.” Journal of Business Research 57 (6): 671–677. doi:10.1016/S0148-2963(02)00311-9.
   Web of Science ®Google Scholar
• Rouibah, K., H. Abbas, and S. Rouibah. 2011. “Factors Affecting Camera Mobile Phone Adoption before E-shopping in the Arab World.” Technology in Society 33 (3–4): 271–283. doi:10.1016/j.techsoc.2011.10.001.
   Google Scholar
• Roy, R., and P. Sharma. 2015. “Scarcity Appeal in Advertising: Exploring the Moderating Roles of Need for Uniqueness and Message Framing.” Journal of Advertising 44 (4): 349–359. doi:10.1080/00913367.2015.1018459.
   Web of Science ®Google Scholar
• Saxena, Stuti 2018. “Role of Perceived Risks in Adopting Mobile Government (M-government) Services in India.” Foresight 20 (2): 190–205. doi:10.1108/FS-08-2017-0040.
   Web of Science ®Google Scholar
• Sekaran, U. (1992). Middle-class dual-earner families and their support systems in urban India.
   Google Scholar
• Shin, D.H. 2009. “Towards an Understanding of the Consumer Acceptance of Mobile Wallet.” Computers in Human Behavior 25 (6): 1343–1354. doi:10.1016/j.chb.2009.06.001.
   Web of Science ®Google Scholar
• Silva, J., J. C. Pinho, A. Soares, and E. Sá. 2019. “Antecedents of Online Purchase Intention and Behaviour: Uncovering Unobserved Heterogeneity.” Journal of Business Economics and Management 20 (1): 131–148. doi:10.3846/jbem.2019.7060.
   Web of Science ®Google Scholar
• Simonson, Itamar, and Stepehen M. Nowlis. 2000. “The Role of Explanations and Need for Uniqueness in Consumer Decision Making: Unconventional Choices Based on Reasons.” Journal of Consumer Research 27 (1): 49–68. doi:10.1086/314308.
   Web of Science ®Google Scholar
• Snyder, C.R., and L.F. Howard. 1977. “Abnormality as a Positive Characteristic: The Development and Validation of a Scale Measuring Need for Uniqueness.” Journal of Abnormal Psychology 86 (5): 518–527. doi:10.1037/0021-843X.86.5.518.
   Web of Science ®Google Scholar
• Sobti, Neharika 2019. “Impact of Demonetization on Diffusion of Mobile Payment Service in India: Antecedents of Behavioral Intention and Adoption Using Extended UTAUT Model.” Journal of Advances in Management Research 16: 472–497.
   Web of Science ®Google Scholar
• Song, Y., Y. Luximon, and J. Luo. 2020. “A Moderated Mediation Analysis of the Effect of Lettering Case and Color Temperature on Trustworthiness Perceptions and Investment Decisions.” International Journal of Bank Marketing 38 (4): 987–1005. doi:10.1108/IJBM-09-2019-0315.
   Web of Science ®Google Scholar
• Spears, N., and S.N. Singh. 2004. “Measuring Attitude toward the Brand and Purchase Intentions.” Journal of Current Issues & Research in Advertising 26 (2): 53–66. doi:10.1080/10641734.2004.10505164.
   Google Scholar
• Stafford, M.R. 2005. “International Services and Advertising: Defining the Domain and Reviewing the Literature.” Journal of Advertising 34 (1): 65–86. doi:10.1080/00913367.2005.10639184.
   Web of Science ®Google Scholar
• Stanton, J. V., and D. T. Guion. 2013. “Taking Advantage of a Vulnerable Group? Emotional Cues in Ads Targeting Parents.” Journal of Consumer Affairs 47 (3): 485–517. doi:10.1111/joca.12018.
   Web of Science ®Google Scholar
• Stevens, E.M. 2018. “What’s so Appealing? An Examination of Emotional Appeals and Viewer Engagement in Safe-sex PSAs and Condom Advertisements.” Health Marketing Quarterly 35 (1): 18–31. doi:10.1080/07359683.2017.1375241.
   PubMedGoogle Scholar
• Stewart, D. W., P. Pavlou, and S. Ward. 2002. “Media Influences on Marketing Communications.” Media Effects: Advances in Theory and Research 353–396.
   Google Scholar
• Su, Z., D. Ahlstrom, J. Li, and D. Cheng. 2013. “Knowledge Creation Capability Absorptive Capacity, and Product Innovativeness.” R&D Management 43 (5): 473–485. doi:10.1111/radm.12033.
   Web of Science ®Google Scholar
• Sun, H., and P. Zhang. 2006. “The Role of Moderating Factors in User Technology Acceptance.” International Journal of Human-Computer Studies 64 (2): 53–78. doi:10.1016/j.ijhcs.2005.04.013.
   Web of Science ®Google Scholar
• Teo, T., and J. Noyes. 2011. “An Assessment of the Influence of Perceived Enjoyment and Attitude on the Intention to Use Technology among Pre-service Teachers: A Structural Equation Modeling Approach.” Computers & Education 57 (2): 1645–1653. doi:10.1016/j.compedu.2011.03.002.
   Web of Science ®Google Scholar
• Teo, A. C., G. W. H. Tan, C. M. Cheah, K. B. Ooi, and K. T. Yew. 2012. “Can the Demographic and Subjective Norms Influence the Adoption of Mobile Banking?” International Journal of Mobile Communications 10 (6): 578–597. doi:10.1504/IJMC.2012.049757.
   Web of Science ®Google Scholar
• Thakor, A. V. 2012. “Incentives to Innovate and Financial Crises.” Journal of Financial Economics 103 (1): 130–148. doi:10.1016/j.jfineco.2011.03.026.
   Web of Science ®Google Scholar
• Thiesse, Frederic 2007. “RFID, Privacy and the Perception of Risk: A Strategic Framework.” The Journal of Strategic Information Systems 16 (2): 14–232. doi:10.1016/j.jsis.2007.05.006.
   Web of Science ®Google Scholar
• Tian, K.T., W.O. Bearden, and G.L. Hunter. 2001. “Consumers’ Need for Uniqueness: Scale Development and Validation.” Journal of Consumer Research 28 (1): 50–66. doi:10.1086/321947.
   Web of Science ®Google Scholar
• Tobi, Onewo Theophilus, Morakinyo Dauda Ayodele, and AkintanAkinyemi Akindele 2020. “Effect of Online Advertising on Consumer Buying Behaviour of Internet Users in Lagos State.” Ilorin Journal of Human Resource Management (IJHRM) 4 (1): 2020171.
   Google Scholar
• Tran, K. N. H. D., and P. Kohsuwan. 2020. “The Influence of Corporate Social Responsibility on Brand Trustworthiness, Perceived Brand Quality, Brand Attitude and Purchase Intentions.” Human Behavior, Development and Society 21 (2): 72–80.
   Google Scholar
• Tripathi, A. K., N. Darshan, and P. Patel. 2021. “Is India Ready for COVID-19: A Survey during Lockdown Period.” In Recent Trends in Communication and Electronics, 338–343. CRC Press.
   Google Scholar
• Tsang, M. M., S. C. Ho, and T. P. Liang. 2004. “Consumer Attitudes toward Mobile Advertising: An Empirical Study.” International Journal of Electronic Commerce 8 (3): 65–78. doi:10.1080/10864415.2004.11044301.
   Web of Science ®Google Scholar
• Tucker, C. E. 2014. “Social Networks, Personalized Advertising, and Privacy Controls.” Journal of Marketing Research 51 (5): 546–562. doi:10.1509/jmr.10.0355.
   Web of Science ®Google Scholar
• Tung, F.C., S.C. Chang, and C.M. Chou. 2008. “An Extension of Trust and TAM Model with IDT in the Adoption of the Electronic Logistics Information System in HIS in the Medical Industry.” International Journal of Medical Informatics 77 (5): 324–335. 2007.06.006.doi:10.1016/j.ijmedinf.
   PubMed Web of Science ®Google Scholar
• Turban, E., D. King, D. Viehland, and J. Lee. 2006. Electronic Commerce 2006 – A Managerial Perspective. Upper Saddle River: Pearson Prentice Hall.
   Google Scholar
• Venkatesh, V., M.G. Morris, G.B. Davis, and F.D. Davis. 2003. “User Acceptance of Information Technology: Toward a Unified View.” MIS Quarterly 27 (3): 425–478. doi:10.2307/30036540.
   Web of Science ®Google Scholar
• Wan, W.W.N., C.L. Luk, and C.W.C. Chow. 2005. “Customers’ Adoption of Banking Channels in Hong Kong.” International Journal of Bank Marketing 23 (3): 255–272. doi:10.1108/02652320510591711.
   Google Scholar
• Wang, T. S., and S. W. Hsieh. 2015. “An Assessment of Individual and Technological Factors for Computing Validation: Motivation and Social Processes.” Revista de Cercetare Si Interventie Sociala 50: 156–171.
   Web of Science ®Google Scholar
• Wang, Y.S., M.C. Wu, and H.Y. Wang. 2009. “Investigating the Determinants and Age and Gender Differences in the Acceptance of Mobile Learning.” British Journal of Educational Technology 40 (1): 92–118. doi:10.1111/j.1467-8535.2007.00809.x.
   Web of Science ®Google Scholar
• Ward, R., F. Abdullah, and E. Ahmed. 2016. “Investigating the Influence of the Most Commonly Used External Variables of TAM on Students’ Perceived Ease of Use (PEOU) and Perceived Usefulness (PU) of E-portfolios.” Computers in Human Behavior 63: 75–90. doi:10.1016/j.chb.2016.05.014.
   Web of Science ®Google Scholar
• “We are Social. Digital in 2020”, available online: https://wearesocial.com/digital-2020, accessed on 24 January 2021.
   Google Scholar
• Weismueller, J., P. Harrigan, S. Wang, and G.N. Soutar. 2020. “Influencer Endorsements: How Advertising Disclosure and Source Credibility Affect Consumer Purchase Intention on Social Media.” Australasian Marketing Journal (AMJ) 28 (4): 160–170. doi:10.1016/j.ausmj.2020.03.002.
   Web of Science ®Google Scholar
• Whitley, B.E. 1997. “Gender Differences in Computer-related Attitudes and Behavior: A Meta-analysis.” Computers in Human Behavior 13 (1): 1–22. doi:10.1016/S0747-5632(96)00026-X.
   Web of Science ®Google Scholar
• Wu, J., and H. Du. 2012. “Toward a Better Understanding of Behavioral Intention and System Usage Constructs.” European Journal of Information Systems 21 (6): 680–698. doi:10.1057/ejis.2012.15.
   Web of Science ®Google Scholar
• Xiao, J.J., and N. Porto. 2017. “Financial Education and Financial Satisfaction: Financial Literacy, Behavior, and Capability as Mediators.” International Journal of Bank Marketing 35 (5): 805–817. doi:10.1108/IJBM-01-2016-0009.
   Web of Science ®Google Scholar
• Yang, K.C.C. 2005. “Exploring Factors Affecting the Adoption of Mobile Commerce in Singapore.” Telematics and Informatics 22 (3): 257–277. doi:10.1016/j.tele.2004.11.003.
   Google Scholar
• Yang, Y., and R.E. Smith. 2009. “Beyond Attention Effects: Modeling the Persuasive and Emotional Effects of Advertising Creativity.” Marketing Science 28 (5): 935–949. doi:10.1287/mksc.1080.0460.
   Web of Science ®Google Scholar
• Yasmin, A., S. Tasneem, and K. Fatema. 2015. “Effectiveness of Digital Marketing in the Challenging Age: An Empirical Study.” The International Journal of Management Science and Business Administration 1 (5): 69–80. doi:10.18775/ijmsba.1849-5664-5419.2014.15.1006.
   Google Scholar
• Yi, M. Y., K. D. Fiedler, and J. S. Park. 2006. “Understanding the Role of Individual Innovativeness in the Acceptance of IT-based Innovations: Comparative Analyses of Models and Measures.” Decision Sciences 37 (3): 393–426. doi:10.1111/j.1540-5414.2006.00132.x.
   Web of Science ®Google Scholar
• Yi, Y.D., Z. Wu, and L.L. Tung. 2005. “How Individual Differences Influence Technology Usage Behaviour? Toward an Integrated Framework.” Journal of Computer Information Systems 46 (2): 52–63.
   Web of Science ®Google Scholar
• Zeng, L., R. W. Proctor, and G. Salvendy. 2010. “Harnessing the User’s Mental Power to Enhance Website Creativity: The Meta-design Approach to Web Personalization.” Proceedings of the Human Factors and Ergonomics Society Annual Meeting 54 (20): 1817. Sage CA: Los Angeles, CA: SAGE Publications. doi:10.1177/154193121005402016.
   Google Scholar
• Zhang, H., E. Ko, and E. Lee. 2013. “Moderating Effects of Nationality and Product Category on the Relationship between Innovation and Customer Equity in Korea and China.” Journal of Product Innovation Management 30 (1): 110–122. doi:10.1111/j.1540-5885.2012.00990.x.
   Web of Science ®Google Scholar
• Zhang, H., X. Liang, and S. Wang. 2016. “Customer Value Anticipation, Product Innovativeness, and Customer Lifetime Value: The Moderating Role of Advertising Strategy.” Journal of Business Research 69 (9): 3725–3730. doi:10.1016/j.jbusres.2015.09.018.
   Web of Science ®Google Scholar
• Zhang, X., V.R. Prybutok, and D. Strutton. 2007. “Modeling Influences on Impulse Purchasing Behaviors during Online Marketing Transactions.” Journal of Marketing Theory and Practice 15 (1): 79–89. doi:10.2753/MTP1069-6679150106.
   Google Scholar