Case Report
Marketing Mix of Wellness and Beauty E-Commerce: A Case Study of Nykaa
Issue:
Volume 11, Issue 2, April 2025
Pages:
30-39
Received:
5 February 2025
Accepted:
22 February 2025
Published:
13 March 2025
DOI:
10.11648/j.ebm.20251102.11
Downloads:
Views:
Abstract: Marketing mix is a set of tools used by the company to peruse its marketing objective. The marketing mix is vivid visualization of many interesting phenomena which have not been fully understood as yet. The marketing mix has stood the test of time and still holds value in the marketing world due to its strong foundations principles (despite the rapid digitalization). Marketing mix creates brand awareness, build customer loyalty and drive product sales. Meticulously designed marketing mix relates intelligently to the marketing objectives set during the development of the marketing plan. McCarthy coined the termed marketing mix which is often referred to as 4P’s. The objective of this paper is to explore the intriguing features of marketing mix of wellness and beauty e- commerce of Nykaa. Data has been collected from 201 respondents and then analyzed using statistical tools. The descriptive research design has been applied. Statistical tools have been used to interpret the data and to draw meaningful conclusions. Quantitative research has been implemented to test about people’s attitude and characteristics based on number and logic. A convenient sampling technique has been used to collect primary data from the respondents belonging to different region of India. Primary data obtained from the respondents have been presented in the form of graphs, charts, and tables. Descriptive analysis has been used for data analysis. 79.1% of the respondents believe that quality is the most important element to increase the level of customer satisfaction. 84.1% of the respondents believe that the price of Nykaa wellness and beauty products is the most important element to increase the level of customer satisfaction. 87.6% of the respondents believe that promotion of Nykaa wellness and beauty products helps in increasing its price. 81.6% of the respondents are satisfied with the placement of wellness and beauty products on Nykaa website. 78.6% of the respondents are motivated by the discount during purchasing process.
Abstract: Marketing mix is a set of tools used by the company to peruse its marketing objective. The marketing mix is vivid visualization of many interesting phenomena which have not been fully understood as yet. The marketing mix has stood the test of time and still holds value in the marketing world due to its strong foundations principles (despite the rap...
Show More
Research Article
Willingness of Users to Accept AI Content Creation
Michal Kubovics*
Issue:
Volume 11, Issue 2, April 2025
Pages:
40-47
Received:
8 April 2025
Accepted:
8 May 2025
Published:
26 June 2025
DOI:
10.11648/j.ebm.20251102.12
Downloads:
Views:
Abstract: This study investigates the impact of perceived content quality and frequency of interaction with AI-generated materials on users' willingness to accept such automated content without additional human editing. Given the expanding role of artificial intelligence in digital communications, exploring user acceptance of AI-produced content is increasingly important. Utilizing a quantitative research method, data was collected from 1,118 internet users familiar with digital content via computer-assisted web interviewing (CAWI). Statistical techniques, specifically Spearman’s correlation and ordinal logistic regression, were employed to pinpoint essential determinants of acceptance. Findings revealed that a higher perceived quality of AI-generated content significantly enhances user willingness to accept it without human review. Conversely, the analysis showed a slight negative correlation regarding interaction frequency, indicating that repeated exposure could heighten users' awareness of imperfections inherent in AI-generated materials, thereby potentially decreasing their trust and willingness to adopt it autonomously. These findings highlight the strategic importance of prioritising content quality over exposure frequency. Limitations regarding the representativeness of the sample and the moderate explanatory power of the statistical model indicate the need for future research to explore additional moderating factors, such as digital literacy, demographic characteristics, and general attitudes towards innovation.
Abstract: This study investigates the impact of perceived content quality and frequency of interaction with AI-generated materials on users' willingness to accept such automated content without additional human editing. Given the expanding role of artificial intelligence in digital communications, exploring user acceptance of AI-produced content is increasin...
Show More
