Gupta, S., Shrivastava, P. & Gupta-Rawal, S. (2023). More the Merrier!! Understanding the Effect of Available Content Choices Over Willingness to Pay for Over-The-Top Subscriptions. Psychology & Marketing. 1-15. DOI: 10.1002/mar.21895.
Accesible at https://doi.org/10.1002/mar.21895
Abstract
Around the globe, the trend of cutting cable cords in favor of over-the-top media platforms has been rising tremendously. Further, the influx of different content is disrupting media consumption behavior. Underpinning the choice theory, this study investigates the effect of the availability of content choices on over-the-top platforms on users' subscription intention. Insights from the triangulation of marketplace evidence and interviews reveal that the availability of content choices leads to the willingness to pay for the content, which further leads to the subscription intention. The conceptual framework suggests that content affinity, reviews, and recommendations play a moderating role in suggested relationships. The three experimental studies validate that the role of content choices on subscription intention is mediated by the higher willingness to pay for the content only in the absence of negative platform-related reviews and recommendations. Further, this study presents content strategies and suggested matrices for practitioners and paves the way for academicians to explore digital adoptions using choice theory for future research.
Gupta-Rawal, S. & Jeyaraj, A. (2021). Online-to-Offline (O2O) Commerce in Emerging Mar- kets: Analysis of the Retail Sector. Journal of Asia-Pacific Business, 22(4), 260-278. DOI: 10.1080/10599231.2021.1983501.
Accessible at https://www.tandfonline.com/eprint/UITADCPSGEK47JUCZ3EF/full?target=10.1080/10599231.2021.1983501
Abstract
The growing digital footprint in emerging markets has bolstered the demand for quality and real-time customer experience through multiple retail platforms. Retail markets in emerging economies are increasingly experimenting with Online-to-Offline (O2O) commerce. This study aims at identifying various factors influencing the adoption and success of O2O business models in emerging markets. A strategic TOPICS framework is proposed to determine and evaluate the multi-dimensional factors that impact O2O retailers. This paper provides insights for potential e-commerce retailers in emerging markets diversifying into O2O commerce. The conclusion offers insights that could help redefine the future of O2O commerce in emerging markets.
Hassan, M., Prabhu, J., Chandy, R., Narsimhan, O., Gupta-Rawal, S. (2022). Micro-entreprenur Decision making an dPerformance: the Interplay of Buyer Dependency, Age and Gender. AMA Winter Conference 2024: Special Session, Florida, USA, Feb 2024.
Gupta-Rawal, S. (2022). Matching Mentors with Nano-entrepreneurs in Emerging Markets.
2022 SEI Research Day, Bayes Business School London, Nov 2022.
Gupta-Rawal, S. (2022). Matching Mentors with Nano-entrepreneurs in Emerging Markets. Cambridge Zero Research Symposia, Hughes Hall, Cambridge, Nov 2022.
Gupta-Rawal,S.(2022). Capital-centric Opportunities for Skill Training of Microentrepreneurs in Emerging Markets. Commonwealth Scholarship Commission (CSC) Annual Conference 2022, Jesus College, Cambridge, May 2022.
Gupta-Rawal, S. (2021). The Future is Remote – Social Impact of Telemedicine Business in Emerging Markets. Cambridge Zero research Symposia, Nov 2021.
Gupta, S., Gupta-Rawal, S., &. Shrivastava, P. (2021). Super App: A Design Innovation to- wards Customer Engagement. AMA Winter Academic Conference 2021.
Gupta-Rawal, S. (2021). Neuromarketing – Substitute for a consumer’s decisions. 5th Annual Global Strategy and Emerging Markets (GSEM) Conference, Cornell University.
Gupta-Rawal, S. (2020). Store Promotion using Halo Effect contamination in Consumers De- cision Making. International Communication Management Conference, MICA India, Jan 2020. (Received Consolation Prize in the Best Paper Awards)
Certificate Course, “Reproducible Research Fundamentals”, World Bank’s Development Impact Evaluation (DIME), Washington DC, Dec 2023 (Fully-funded)
PhD Machine Learning Seminar, “Causal Inference with ML”, by Prof. Max Farrell and Prof. Sanjog Misra, Chicago Booth School, Online, Sep 2023 (Fully-funded)
Marketing Strategy Seminar, “MSI Marketing Strategy Doctoral Seminar 2023”, Marketing Strategy Institute, Aug-Nov 2023 (Selected in among 24 global scholars)
Certificate Course, “Manage Successful Field Research 2023”, World Bank’s Development Impact Evaluation (DIME), Washington DC, Jun 2023 (Fully-funded)
PhD Marketing Module, “Marketing Management & Development”, by Prof. Rajesh Chandy and Prof. Om Narasimhan, London Business School, Dec 2022 (Fully-funded)
Residential Research and Leadership Programme, “Maximizing Leadership Impact”, Commonwealth Scholarship Commission, Cambridge, Apr 2022 (Fully-funded)