Browsing by Author "Lekha Shree, S"

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EXPLORING THE PERCEPTIONS AND UTILIZATION OF SOCIAL MEDIA ADVERTISING STRATEGIES IN CONTEMPORARY MARKETING PRACTICES: A STUDY ON AWARENESS AND IMPLEMENTATION AMONG BUSINESSES (Book Chapter)
(Springer Science and Business Media Deutschland GmbH, 2025) Gowrishankar, R; Saranya, B; Lekha Shree, S; Sangeetha, R
In today’s marketing landscape, internet-based platforms have evolved into critical avenues for firms to engage with their target consumers and promote their goods. This study aims to investigate the awareness and implementation of social media advertising tactics in the marketing area. Through a comprehensive investigation employing both quantitative and qualitative methodologies, this study aims to unravel the perceptions and utilization patterns of social media advertising among businesses operating across diverse sectors. The research methodology encompasses the distribution of surveys aimed at gauging the familiarity of businesses with various social media platforms, advertising formats, targeting capabilities, and metrics for measuring campaign effectiveness. Additionally, in-depth interviews will be conducted with marketing professionals to delve deeper into their experiences, challenges encountered, and successful strategies implemented in the realm of social media advertising. The finale of this study is expected to provide useful insights into the current state of social media advertising in marketing strategies. By analyzing widespread trends, barriers, and possibilities, this research strives to provide organizations with actionable knowledge to maximize their marketing efforts on social media platforms. By identifying prevalent trends, obstacles, and opportunities, this research seeks to equip businesses with actionable intelligence to optimize their marketing endeavors on social media platforms. Furthermore, by bridging the gap between awareness and implementation, this study endeavors to empower businesses to refine their strategies, bolster brand visibility, and foster meaningful engagement with their audiences in the digital sphere. This study aims to contribute significantly to the changing landscape of digital marketing by providing empirical information and practical advice. By leveraging the findings of this study, businesses can enhance their proficiency in social media advertising, thereby bolstering their competitive edge and augmenting their overall marketing effectiveness.
IMPACT OF SELECT COMPANIES FROM INFORMATION TECHNOLOGY SECTORAL INDICES
(Springer Science and Business Media Deutschland GmbH, 2024) Lekha Shree, S; Amudha, A; Baby, M K; Bharathi K, Dhivya
Performance on the stock market as a whole is thought to reflect a country’s financial and economic condition. The market for shares is a crucial component of the financial system and a catalyst for industrial growth. Since share prices are extremely sensitive to changes in the economic and political arenas, they serve as a window into how a nation’s economy is doing. Additionally, company investment as well as economic expansion may be directly impacted by stock market volatility. With the rise in F.I.I investment, the two main issues of return and volatility have taken on greater significance for Indian Investors, regulators, brokers, policymakers, dealers, and researchers. Analyzing how Sectoral listings influence the pricing of certain companies is one of the study’s main goals. The data utilized throughout this probe are secondary. The current research is centered on industrialization and Sectoral analysis. The researcher examined the stock returns and the effects of certain firms from the NSE Sectoral Indices using a variety of statistical methodologies. From the standpoint of an investor, these research results might prove highly beneficial for assisting them in deciding what type of derivative to buy in particular those with a wider range and yield greater financial success.