Balpreet Kaur

Employment

Employment history is unavailable.

Education

• Guru Nanak Dev University Ph.D.

Projects & Funding

Projects & funding information is unavailable.

Publications (9)

• Shaping Consumer Behaviour With AI
  2025 DOI: 10.4018/979-8-3693-9611-7.ch017
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• The virality of advertising content
  Journal of Research in Interactive Marketing 2023 DOI: 10.1108/JRIM-10-2021-0268
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• Factors Enhancing Efficacy of B2C Sites in Online Virtual Environment: An Application of Conjoint Analysis
  Vision 2022 DOI: 10.1177/09722629221110039
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• Factors affecting behavioural intentions to use e-banking services: an extension of TAM in Indian context
  International Journal of Business and Globalisation 2022 DOI: 10.1504/IJBG.2019.10030639
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• Measuring the impact of creative viral advertising content on hierarchy-of-effects: an application of structural equation modelling
  International Journal of Internet Marketing and Advertising 2022 DOI: 10.1504/IJIMA.2022.126718
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• Revisiting antecedents of consumers’ perceptions towards viral marketing A scale validation approach
  Digital Marketing Outreach: the Future of Marketing Practices 2022 DOI: 10.4324/9781003315377-2
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• E-mail viral marketing: modeling the determinants of creation of “viral infection”
  Management Decision 2020 DOI: 10.1108/MD-03-2017-0215
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• Impact of viral advertising on product promotion: An experimental study
  Indian Journal of Marketing 2018 DOI: 10.17010/ijom/2018/v48/i6/127837
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• Modeling the Elements and Effects of Global Viral Advertising Content: A Cross-cultural Framework
  Vision 2018 DOI: 10.1177/0972262917750225
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