The IUP Journal of Marketing Management

Volume 24, Issue 4, October-December 2025

ISSN :0972-6845

Impact Factor: 3.23; Acceptance rate: 20%; Turnaround time: 8-10 months

A "peer-reviewed" journal included in EBSCO and ProQuest (Part of Clarivate) Database

It is a quarterly journal that focuses on Brand equity, Brand image, Brand extension, Brand growth, Brand alliances and mergers, Corporate brand cocreation and Integrated brand communication, Product branding vs. Service branding, Retail branding, Branding for non-profit organizations, Brand metrics and Brand analytics, Brand research methods and Management strategies, Brand valuation.

Focus Areas

  • Marketing Strategy   |  
  • Marketing Research and Techniques   |  
  • Brand Management   |  
  • Advertising   |  
  • Consumer Behavior   |  
  • Emerging and Interdisciplinary Issues   |  

Current Issue

Volume 24, Issue 4, October-December 2025
The Trust Paradox: Role of Deepfakes in Shaping Consumer Behavior and Decision Biases

Author: Md Saifullah Khalid

Published Online: November, 2025

DOI: 10.71329/IUPJMM/2025.24.4.5-38

Keywords: Trust, Deepfakes, Consumer behavior, Decision biases, Perceptions of authenticity, Risk perception, Media literacy

Brewing Success: Leveraging Digital Marketing for Revenue Growth in the Indian Coffee Industry

Author: Sreereshma S R, A S Dileep and V S Santhosh

Published Online: November, 2025

DOI: 10.71329/IUPJMM/2025.24.4.39-64

Keywords: Digital marketing, Revenue growth, Perceived usefulness, Customer engagement, Market participation, Digital literacy, Socioeconomic status

User Generated E-Content Adoption in Hospitality Services: Influence of Source Credibility and Perceived Risk on Perceived Usefulness

Author: Kusam Ahir and Sanjeev Kumar Sharma

Published Online: November, 2025

DOI: 10.71329/IUPJMM/2025.24.3.65-82

Keywords: User generated e-content, Source credibility, Perceived risk, Adoption of information, Hospitality industry

Shaping Khadi Fashion Perceptions: Traditional vs. Digital Media Marketing

Author: Garima Singh, Sanjay Mohan Johri and Vidya Rakesh

Published Online: November, 2025

DOI: 10.71329/IUPJMM/2025.24.4.83-104

Keywords: Khadi fashion, Marketing communication, Consumer preference, Media platforms

CRM 2.0 Strategies of Indian Telecom Companies: An Overview

Author: Rupali Lamba and Saloni Pawan Diwan

Published Online: November, 2025

DOI: 10.71329/IUPJMM/2025.24.4.105-122

Keywords: CRM, CRM 2.0, Customer engagement, Co-creation, Telecom, Social media, Social CRM

Archives


Volume 24, Issue 3, July-September
Ethical and Moral Issues of Influencer Marketing Affecting Influencer Avoidance: A PLS-SEM Study

Author: Mansi Phogat and Tarannum Mohan

Published Online: August, 2025

DOI: 10.71329/IUPJMM/2025.24.3.5-37

Keywords: Influencer marketing, Ethical issues, Moral issues, Trustworthiness, Influencer avoidance

Influence of Online Product Recommendations on ZMOT and Digital Purchase Decisions

Author: Shiraz Parveen P and K Ramya

Published Online: August, 2025

DOI: 10.71329/IUPJMM/2025.24.3.38-57

Keywords: Online product recommendation, Zero moment of truth, SEM analysis, Credibility, Purchase decision

Behavioral Intention Towards Online Insurance Adoption: A UTAUT-Based Analysis

Author: Rekha Handa and Randeep Kaur

Published Online: August, 2025

DOI: 10.71329/IUPJMM/2025.24.3.58-79

Keywords: Behavior intention, UTAUT, Online insurance, Structured equation modeling

Does Hybrid Shopping Reduce Post-Purchase Cognitive Dissonance? Empirical Evidence from University Students

Author: Deepjyoti Choudhury, H Ramananda Singh, Tanmoy Acharjee, Dipankar Das and Amarjyoti Sharma

Published Online: August, 2025

DOI: 10.71329/IUPJMM/2025.24.3.80-108

Keywords: Hybrid shopping, Cognitive dissonance, Purchase satisfaction, Online shopping, Offline shopping