Moumita Maity
Biographic Data
| ID | 1343109 |
|---|---|
| NAME | Moumita Maity |
| GIVEN NAMES | Moumita |
| FAMILY NAME | Maity |
| SIGNATURE | MAITY M |
| AFFILIATIONS | University of Southampton |
| ORCID | 0000-0002-8900-1311 |
| VERIFIED | Yes |
| TOTAL WORKS | 5 |
| TOTAL CITATIONS | 0 |
| WORKS AS AUTHOR | 5 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 2011 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 0 |
Game On
Effective customer engagement with tourism brands is crucial for influencer marketing and can be significantly enhanced through creative and innovative message strategies that capture customer attention. This paper examines the impact of gamified messages—a novel message modality—on customer engagement with tourism brands. The results of the four studies herein show that gamified messages lead to higher customer engagement with tourism brands tha…
Influencers as strategic communication sources
Purpose Social media influencers are persuasive communication sources as they can alter their followers' views and influence their purchase decisions. This research aims to address the uncertainty surrounding the impact of influencer’s communication. Design/methodology/approach By conducting a thorough meta-analysis of 68 studies with 177 effect sizes, we seek to provide a clearer understanding of how influencer attributes truly affect PI. Employ…
Revisiting the Received Image of Machiavelli in Business Ethics Through a Close Reading of The Prince and Discourses
In business ethics literature, the figure of Machiavelli is often taken as a representation of that which is dark, sinister and negative—a source of inspiration for undesirable and unethical actions. In this research, we examine the evaluation of Niccolò Machiavelli’s thought in extant studies, and posit that Machiavelli’s works consist of ideas that may appear contradictory, which, coupled with historically contextualized close reading of his te…
Utilitarian or entertainment? Value obtained from mobile phones by users in low socioeconomic strata in emerging markets
Purpose This research empirically investigates the differential roles of utility and entertainment on the value obtained from the use of mobile phones by users belonging to low-income groups in emerging markets. Design/methodology/approach This research reports the findings from an investigation that obtains data through a survey of mobile phone users from urban and rural areas across five emerging markets. Structural equation modeling is used to…
Income and Nutritional Status of the Fishing Community Residing in Coastal Bay of Bengal
This is part of a project on the disadvantaged, marginalized, vulnerable/weaker section of the population and their survival strategy. The paper presents the results of a survey carried out during 2006-07 with the objective of throwing light on the life and living conditions of an economically weaker community such as 'fishing community' residing in the coastal area of Bay of Bengal in West Bengal and Orissa, India, in the context of global scena…
No prominent works on this page.
Income and Nutritional Status of the Fishing Community Residing in Coastal Bay of Bengal
This is part of a project on the disadvantaged, marginalized, vulnerable/weaker section of the population and their survival strategy. The paper presents the results of a survey carried out during 2006-07 with the objective of throwing light on the life and living conditions of an economically weaker community such as 'fishing community' residing in the coastal area of Bay of Bengal in West Bengal and Orissa, India, in the context of global scena…
Utilitarian or entertainment? Value obtained from mobile phones by users in low socioeconomic strata in emerging markets
Purpose This research empirically investigates the differential roles of utility and entertainment on the value obtained from the use of mobile phones by users belonging to low-income groups in emerging markets. Design/methodology/approach This research reports the findings from an investigation that obtains data through a survey of mobile phone users from urban and rural areas across five emerging markets. Structural equation modeling is used to…
Revisiting the Received Image of Machiavelli in Business Ethics Through a Close Reading of The Prince and Discourses
In business ethics literature, the figure of Machiavelli is often taken as a representation of that which is dark, sinister and negative—a source of inspiration for undesirable and unethical actions. In this research, we examine the evaluation of Niccolò Machiavelli’s thought in extant studies, and posit that Machiavelli’s works consist of ideas that may appear contradictory, which, coupled with historically contextualized close reading of his te…
Influencers as strategic communication sources
Purpose Social media influencers are persuasive communication sources as they can alter their followers' views and influence their purchase decisions. This research aims to address the uncertainty surrounding the impact of influencer’s communication. Design/methodology/approach By conducting a thorough meta-analysis of 68 studies with 177 effect sizes, we seek to provide a clearer understanding of how influencer attributes truly affect PI. Employ…
Game On
Effective customer engagement with tourism brands is crucial for influencer marketing and can be significantly enhanced through creative and innovative message strategies that capture customer attention. This paper examines the impact of gamified messages—a novel message modality—on customer engagement with tourism brands. The results of the four studies herein show that gamified messages lead to higher customer engagement with tourism brands tha…
Political science (4 works) · Advertising (3 works) · Business (3 works) · Computer Science (3 works) · Marketing (3 works) · Digital Marketing and Social Media (2 works) · Influencer marketing (2 works) · Marketing (2 works) · Marketing management (2 works) · Population (2 works)