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Archives Volume-12, Issue-2 (July-December)

TABLE OF CONTENTS

Paper Title:
DRIVING THE FUTURE: UNVEILING CONSUMER PREFERENCES AND PURCHASE INTENTIONS FOR ELECTRIC VEHICLES IN JALANDHAR
Author Name:
Mehak Goyal, Vishal Vinayak, Yashmin Sofat
Country:
India
DOI:
https://doi.org/10.5281/zenodo.16629056
Page No.:
1-15
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DRIVING THE FUTURE: UNVEILING CONSUMER PREFERENCES AND PURCHASE INTENTIONS FOR ELECTRIC VEHICLES IN JALANDHAR
Author: Mehak Goyal, Vishal Vinayak, Yashmin Sofat

ABSTRACT
This research explores consumer awareness, behavioral intent, and the impact of
demographic variables on the adoption of electric vehicles (EVs) in Jalandhar, Punjab, while
also analyzing the region's EV-related infrastructure and policies. A descriptive-analytical
research design was used, combining both primary and secondary data. Primary data was
gathered from 300 respondents using a structured Google Form questionnaire and analyzed
using MS Excel and SPSS v25, applying Chi-square tests to test four hypotheses. Findings
show that 74.6% of respondents earning above ₹80,000 intend to buy EVs, while only 36% of
those earning below ₹20,000 do. Education was a significant factor, with 76% of
Doctorate/Professional degree holders showing intent to purchase EVs. Age also influenced
behavior: 74.3% of respondents aged 26–35 expressed purchase intent, the highest among all
age groups. Regarding awareness, 98 respondents ranked social media as their top
information source, far exceeding the expected average of 27.27 per source, with a Chisquare value of 290.72 (p < 0.05), confirming unequal consumer reliance across media.
Secondary data revealed Jalandhar’s current infrastructure is underdeveloped, with minimal
public charging points despite Punjab’s EV policy aiming for 25% EV registrations by 2027
and supporting 10,000 charging stations across the state. Challenges include inadequate
charging access, high initial EV costs, and limited EV-trained technicians, while
opportunities lie in battery-swapping models, state subsidies (up to ₹30,000 per EV), and a
youth-driven urban market. The study concludes that while awareness and interest in EVs are
growing, successful adoption in Jalandhar depends on bridging infrastructure gaps, improving
policy execution, and aligning local initiatives with consumer readiness and preferences.
Keywords: Electric Vehicles (EVs), Consumer Behavior, EV Adoption in Jalandhar,
Demographic Influence, Sustainable Mobility.

Paper Title:
BRAND DESIRE VS. AUTHENTICITY: WHY CONSUMERS CHOOSE COUNTERFEIT LUXURY HANDBAGS
Author Name:
Neeru Jain, Ruchi Jain & Rakhi Tanwar
Country:
India
DOI:
https://doi.org/10.5281/zenodo.16812128
Page No.:
16-26
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BRAND DESIRE VS. AUTHENTICITY: WHY CONSUMERS CHOOSE COUNTERFEIT LUXURY HANDBAGS
Author: Neeru Jain, Ruchi Jain & Rakhi Tanwar

ABSTRACT
This review paper explores the psychological, cultural, and social dynamics driving consumer
demand for counterfeit luxury handbags. Despite increased legal enforcement and advances
in anti-counterfeit technologies, the global counterfeit market particularly for fashion
accessories continues to thrive. The paper investigates why consumers knowingly choose
inauthentic products, focusing on how brand desire, identity signalling, and status aspirations
outweigh concerns about legality or authenticity. Drawing on interdisciplinary research from
marketing, psychology, and consumer behaviour, it highlights how symbolic consumption
motivates consumers to seek visual status markers, even when they are not materially
genuine. Concepts like conspicuous consumption, face consciousness, and moral
rationalization are examined to understand how consumers justify counterfeit purchases. The
review also considers generational shifts, particularly the role of Gen Z and digital culture, in
normalizing fake luxury as a form of expression or economic rebellion. Moreover, it
discusses the rise of “super fakes,” the impact of resale platforms, and the challenges of
technological solutions like blockchain verification in addressing counterfeit proliferation.
The findings suggest that the desire for brand identity often eclipses the importance of
authenticity, prompting brands and policymakers to rethink consumer engagement strategies.
This paper contributes to the broader discussion on consumer ethics, luxury marketing, and
intellectual property protection by positioning counterfeiting not merely as a legal issue but
as a socio-cultural phenomenon rooted in aspiration, identity, and access.
Keywords:
Counterfeit luxury, Brand desire, Consumer behaviour, Symbolic consumption, Authenticity

Paper Title:
DIGITAL TRANSFORMATION IN HOSPITAL MARKETING: STRATEGIES, CHALLENGES, AND OPPORTUNITIES
Author Name:
Deepinder Singh
Country:
India
DOI:
https://doi.org/10.5281/zenodo.16963305
Page No.:
27-33
View PDF Certificate
DIGITAL TRANSFORMATION IN HOSPITAL MARKETING: STRATEGIES, CHALLENGES, AND OPPORTUNITIES
Author: Deepinder Singh

ABSTRACT
The rapid integration of digital technologies has revolutionized marketing strategies in the
healthcare sector, particularly in hospitals. Digital transformation has enabled hospitals to
enhance patient engagement, improve brand visibility, and streamline communication
channels. This paper explores the strategies adopted by hospitals for digital marketing, the
challenges encountered, and the opportunities that lie ahead. A mixed-method approach,
incorporating secondary data from scholarly articles and industry reports, is used to
understand current trends. The findings reveal that while digital transformation presents
immense opportunities for patient-centric care and competitive advantage, it also poses
challenges such as regulatory compliance, data privacy concerns, and the need for staff
upskilling. Moreover, the competitive nature of the healthcare market demands continuous
innovation to maintain relevance in the digital space. Hospitals must therefore adopt a
proactive and adaptive approach, integrating emerging technologies like AI, telehealth, and
data analytics to meet evolving patient expectations.

Paper Title:
CLICK, WATCH, BUY: THE INFLUENCE OF UNBOXING VIDEOS ON CONSUMER DECISION MAKING
Author Name:
Kriti Aggarwal & Tejinderpal Singh
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17181464
Page No.:
34-47
View PDF Certificate
CLICK, WATCH, BUY: THE INFLUENCE OF UNBOXING VIDEOS ON CONSUMER DECISION MAKING
Author: Kriti Aggarwal & Tejinderpal Singh

ABSTRACT
The exponential growth of digital platforms has reshaped consumer decision-making
processes by providing interactive and participatory experiences. Among various forms of
user-generated content (UGC), unboxing videos have become a distinct phenomenon that
integrates informational and hedonic appeals to influence consumer attitudes and behaviors.
Unlike traditional advertising that relies on persuasive intent, unboxing videos combine
product demonstration with personal storytelling, creating authenticity and trust (Kim, 2020;
Mowlabocus, 2020). Rooted in the Uses and Gratifications (U&G) framework, this study
investigates how two core motivations—information seeking and entertainment predict
parasocial interaction (PSI) with unboxers, and how PSI, in turn, influences product interest
and purchase intention.
Data were collected through a structured survey of 431 sample size of Indian consumers
across six smart cities from Indian states of Panjab, Haryana and Union Territory
Chandigarh. Respondents were screened to ensure active engagement with unboxing videos
across social media platforms. The dataset was analyzed using Partial Least Squares
Structural Equation Modeling (PLS-SEM), following the two-step approach recommended by
Anderson and Gerbing (1988) and Hair, Hult, Ringle, and Sarstedt (2017). The results
revealed that both information seeking and entertainment significantly enhanced PSI, which
positively predicted product interest and purchase intention. Moreover, product interest
emerged as the strongest determinant of purchase intention, explaining over half of its
variance.
The findings enrich U&G literature by extending it into the context of unboxing videos and
demonstrate the dual role of unboxing content as an informational and relational medium.
Practically, the study offers strategic implications for brands and influencers to leverage
unboxing collaborations as credible, engaging, and persuasive tools for consumer
engagement.
Keywords: Unboxing videos, Uses and Gratifications, Parasocial Interaction, Product
Interest, Purchase Intention, PLS-SEM

Paper Title:
CONSUMER AWARENESS TOWARDS GREEN MARKETING: IMPACT OF INFORMATION SOURCES, EDUCATION, AND GENDER DIFFERENCES
Author Name:
Ranjit Kaur, Shipra & Yashmin Sofa
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17112822
Page No.:
48-58
View PDF Certificate
CONSUMER AWARENESS TOWARDS GREEN MARKETING: IMPACT OF INFORMATION SOURCES, EDUCATION, AND GENDER DIFFERENCES
Author: Ranjit Kaur, Shipra & Yashmin Sofa

ABSTRACT
The study examines consumer awareness regarding green marketing in Punjab's Ludhiana
area. Promoting products and/or services on the basis of their positive environmental impacts
is known as "green marketing." Such a product or service must either be made in an ecofriendly way or be ecologically beneficial in and of itself. The promotion of sustainable or
eco- friendly goods, services or methods is known as green marketing. It involves
communicating a company's dedication to lessening its environmental impact and promoting
eco-friendly products or practices. Green marketing strategies are increasingly popular as
consumers awareness of environmental issues grows and businesses seek to differentiate
themselves in competitive markets. Green marketing strategies in the automobile industry are
essential as the sector faces increasing demand to lessen its environmental impact pressure
from consumers, authorities and environmentalists. The automobile industry in Punjab has a
diverse presence, from tractor manufacturing to two-wheelers and auto components and the
state plays a key role in the Indian automobile supply chain. While there are challenges, the
sector continues to grow, especially with emerging opportunities in electric vehicles and
exports. This research sought to offer empirical proof about consumer awareness towards
green marketing. 200 consumers in the Ludhiana district can provide the data. The
respondents and district are picked using the random sampling approach. The SPSS software
will be used to analyze the data. The study showed both men and women are indifferent
regarding the impact of education on the awareness level of consumers. It also shows that out
of various informational sources, television and radio plays a supreme role while on the other
hand sales persons play little a less role. The study examined the various informational
sources which aware the consumers about green marketing strategies. The study presented
above shows that both men and women are indifferent regarding the impact of education on
the awareness level of consumers. Additionally, it is seen that customers are significantly
affected by television and radio basically referred as broadcasting media in their awareness
level. In this regard, it might be suggested that the marketers should review its policies
because they have been found to be ineffective according to today’s scenario. It is
recommended that the marketers should review its policies meant to enhance the awareness
among consumers about green marketing strategies because they have been found to be
ineffective according to today’s scenario. Further, the more focus should be given to
employee training and education so as to develop eco- friendly skills among them.National Research Journal of Sales & Marketing Management ISSN No: 2349-512X
Volume No: 12, Issue No: 2, Year: 2025 (July-December) Peer Reviewed & Refereed Journal (IF: 6.95)
PP: 48-58 Journal Website www.nrjsmm.in
Published By: National Press Associates Page 49
© Copyright @ Authors
KEYWORDS: Consumer awareness, Environmental friendly, Green marketing, Planet
saving techniques

Paper Title:
CONSUMER AWARENESS TOWARDS GREEN MARKETING: IMPACT OF INFORMATION SOURCES, EDUCATION, AND GENDER DIFFERENCES
Author Name:
Ranjit Kaur, Shipra & Yashmin Sofat
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17112822
Page No.:
48-58
View PDF Certificate
CONSUMER AWARENESS TOWARDS GREEN MARKETING: IMPACT OF INFORMATION SOURCES, EDUCATION, AND GENDER DIFFERENCES
Author: Ranjit Kaur, Shipra & Yashmin Sofat

ABSTRACT
The study examines consumer awareness regarding green marketing in Punjab's Ludhiana
area. Promoting products and/or services on the basis of their positive environmental impacts
is known as "green marketing." Such a product or service must either be made in an ecofriendly way or be ecologically beneficial in and of itself. The promotion of sustainable or
eco- friendly goods, services or methods is known as green marketing. It involves
communicating a company's dedication to lessening its environmental impact and promoting
eco-friendly products or practices. Green marketing strategies are increasingly popular as
consumers awareness of environmental issues grows and businesses seek to differentiate
themselves in competitive markets. Green marketing strategies in the automobile industry are
essential as the sector faces increasing demand to lessen its environmental impact pressure
from consumers, authorities and environmentalists. The automobile industry in Punjab has a
diverse presence, from tractor manufacturing to two-wheelers and auto components and the
state plays a key role in the Indian automobile supply chain. While there are challenges, the
sector continues to grow, especially with emerging opportunities in electric vehicles and
exports. This research sought to offer empirical proof about consumer awareness towards
green marketing. 200 consumers in the Ludhiana district can provide the data. The
respondents and district are picked using the random sampling approach. The SPSS software
will be used to analyze the data. The study showed both men and women are indifferent
regarding the impact of education on the awareness level of consumers. It also shows that out
of various informational sources, television and radio plays a supreme role while on the other
hand sales persons play little a less role. The study examined the various informational
sources which aware the consumers about green marketing strategies. The study presented
above shows that both men and women are indifferent regarding the impact of education on
the awareness level of consumers. Additionally, it is seen that customers are significantly
affected by television and radio basically referred as broadcasting media in their awareness
level. In this regard, it might be suggested that the marketers should review its policies
because they have been found to be ineffective according to today’s scenario. It is
recommended that the marketers should review its policies meant to enhance the awareness
among consumers about green marketing strategies because they have been found to be
ineffective according to today’s scenario. Further, the more focus should be given to
employee training and education so as to develop eco- friendly skills among them.National Research Journal of Sales & Marketing Management ISSN No: 2349-512X
Volume No: 12, Issue No: 2, Year: 2025 (July-December) Peer Reviewed & Refereed Journal (IF: 6.95)
PP: 48-58 Journal Website www.nrjsmm.in
Published By: National Press Associates Page 49
© Copyright @ Authors
KEYWORDS: Consumer awareness, Environmental friendly, Green marketing, Planet
saving techniques

Paper Title:
DIGITAL PLATFORMS AND SOCIAL MEDIA STRATEGIES DRIVING GROWTH IN INDIAN STARTUPS: A DESCRIPTIVE STUDY
Author Name:
Aashima Jain
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17129986
Page No.:
59-71
View PDF Certificate
DIGITAL PLATFORMS AND SOCIAL MEDIA STRATEGIES DRIVING GROWTH IN INDIAN STARTUPS: A DESCRIPTIVE STUDY
Author: Aashima Jain

ABSTRACT
The rapid rise of startups in India has been closely linked to the adoption of digital platforms
and social media strategies. This paper examines how these tools have transformed
operations, marketing, and customer engagement, enabling startups to scale efficiently in a
highly competitive environment. Using a descriptive research design based on secondary
data, the study analyzes key literature, government initiatives, and case studies of leading
Indian startups including Flipkart, Paytm, PhonePe, CRED, Groww, Zomato, Swiggy, Ola,
OYO, Meesho, and Nykaa. The analysis highlights that digital tools such as AI, mobile apps,
and data analytics improve operational efficiency, while social media strategies enhance
visibility, brand recall, and customer trust at comparatively lower costs. At the same time,
startups face persistent challenges such as competition, customer acquisition costs, and
security risks. The findings suggest that technology, when combined with transparency, trust,
and community-driven engagement, can provide a sustainable growth model. The paper also
identifies a research gap, offering scope for further study in rural and underserved markets.
Keywords: Indian Startups, Digital Tools, Social Media Strategies, Startup Growth, Digital
Marketing

Paper Title:
EXPLORING WORKING WOMEN’S PERCEPTION TOWARDS DIETARY SUPPLEMENTS INTAKE: A CASE STUDY
Author Name:
Navleen Kaur & Shagundeep Kaur Batth
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17152910
Page No.:
72-82
View PDF Certificate
EXPLORING WORKING WOMEN’S PERCEPTION TOWARDS DIETARY SUPPLEMENTS INTAKE: A CASE STUDY
Author: Navleen Kaur & Shagundeep Kaur Batth

ABSTRACT
This study investigates working women's views on dietary supplement use, focusing on age,
income, marital status, and satisfaction levels to better understand their impact on usage
decisions and willingness to promote supplements.
A varied sample of working women from various age groups, economic categories, and
marital statuses took part in surveys and interviews, which revealed substantial correlations
between these variables and supplement consumption patterns.
First of all, age is associated with motivations for supplement consumption, with women
aged 25-35 preferring overall health improvement, while those aged 35-45 and 45-55
mention nutritional deficiencies and following medical advice.
Second, while there is a modest negative connection between income and supplement use
among women, its low significance requires caution in interpretation. Third, marital status
has little to no significant effect on supplement usage, implying that it plays a minor role in
decision-making.
Finally, higher levels of satisfaction with supplements correlate with a greater likelihood of
recommending them to others, demonstrating the role of satisfaction in advocacy.
In summary, these findings shed light on the complex elements that influence working
women's views and behaviors surrounding supplement intake. Understanding the roles of age,
money, and satisfaction is critical for promoting healthy habits within this cohort. More study
is needed to identify new characteristics and improve interventions aimed at optimizing
supplement use among working women.
Keywords- Dietary supplements, working women, balanced diet, nutrients, diet.

Paper Title:
A STUDY ON IMPACT OF SOCIAL MEDIA INFLUENCER CHARACTERISTICS ON CONSUMER PURCHASE INTENTION: A SEM APPROACH
Author Name:
Mamta Sambyal, Navpreet Kaur & Krishan Gopal
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17165085
Page No.:
83-99
View PDF Certificate
A STUDY ON IMPACT OF SOCIAL MEDIA INFLUENCER CHARACTERISTICS ON CONSUMER PURCHASE INTENTION: A SEM APPROACH
Author: Mamta Sambyal, Navpreet Kaur & Krishan Gopal

ABSTRACT
Purpose: The purpose of this study is to empirically investigate the influence of social media
influencer characteristics on consumer purchase intention by employing a Structural
Equation Modeling (SEM) framework. By analyzing the multifaceted relationships between
specific influencer traits and consumer intentions, this research aims to provide a
comprehensive understanding of how influencer attributes shape consumers' decisions to
purchase products or services.
Design/methodology/approach: This study will adopt a quantitative research design. Data
will be collected through surveys distributed to a diverse sample of social media users. The
survey instrument will be designed to measure various social media influencer
characteristics, including authenticity, expertise, reliability, and trustworthiness. Participants
will also be queried about their recent purchase intentions influenced by social media content.
The collected data will be subjected to Structural Equation Modeling (SEM), a statistical
technique that allows for the assessment of complex relationships between latent variables.
SEM will help identify the direct and indirect effects of influencer characteristics on
purchase intention.
Findings: The results revealed that social media Characteristics have a significant Impact on
the Purchase Intention of users. Additionally, the sub-constructs have also shown a significant
impact on the Purchase Intention of the users like attractiveness, Expertise, Trustworthiness.
Practical implications: This study has two applications in real life. First, it will provide
businesses and marketers with useful information that will enable them to determine which
influencer traits are most effective at influencing consumer purchase intention. Utilizing this
information, businesses can create influencer marketing programs that are more successful
and generate a higher return on investment. Second, since consumers would have a greater
knowledge of the persuasive strategies used by social media influencers, they will be better
equipped to make purchases in a market where influencer content is abundant.
Originality/value: This study contributes to the field by offering a novel approach to
understanding the influence of social media influencers on consumer behavior. The
utilization of SEM to analyze the relationship between influencer characteristics and
purchase intention is a unique aspect of this research. The insights generated from this studyNational Research Journal of Sales & Marketing Management ISSN: 2349-512X
Volume No: 12, Issue No: 2, Year: 2025 (July-December) Peer Reviewed & Refereed Journal (IF: 6.95)
PP: 83-99 Journal Website www.nrjsmm.in
Published By: National Press Associates Page 84
© Copyright @ Authors
will advance the understanding of influencer marketing dynamics, providing a valuable
resource for academia, businesses, and consumers seeking to navigate the complex landscape
of digital marketing.
Keywords: Social Media Influencers, Influencer Characteristics, Consumer Purchase
Intention, Social Media Marketing, Authenticity & SEM

Paper Title:
PSYCHOLOGICAL IMPACT OF CLOTHING ON CONFIDENCE AND BODY IMAGE AMONG FEMALE STUDENTS
Author Name:
Parminder Kaur & Jatinder K Gaba
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17165180
Page No.:
100-102
View PDF Certificate
PSYCHOLOGICAL IMPACT OF CLOTHING ON CONFIDENCE AND BODY IMAGE AMONG FEMALE STUDENTS
Author: Parminder Kaur & Jatinder K Gaba

ABSTRACT
Clothing is more than a necessity; it serves as a powerful form of self-expression, identity,
and psychological influence, especially for young women. This study investigated how
clothing affects confidence levels and body image perception among female students.
Conducted among undergraduate learners at the Alpine Institute of Information
Technology, Moga, this qualitative study explores emotional associations with fashion
choices, peer influence, and the internalization of beauty standards. The findings indicate that
clothing plays a key role in shaping students’ confidence, mood and self-esteem. This study
advocates for fashion education that promotes body positivity and self-acceptance.
Keywords: Body image, confidence, self-esteem, fashion psychology, women students,
Alpine Institute, self-expression

Paper Title:
A STUDY ON IMPACT OF SOCIAL MEDIA ANALYTICS ON CONSUMER BUYING BEHAVIOR: A SYSTEMATIC REVIEW AND INTEGRATIVE ANALYSIS
Author Name:
Y. Kanaka Durga, K. Rohith, P. Yashveer & S. Akif
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17264829
Page No.:
103-112
View PDF Certificate
A STUDY ON IMPACT OF SOCIAL MEDIA ANALYTICS ON CONSUMER BUYING BEHAVIOR: A SYSTEMATIC REVIEW AND INTEGRATIVE ANALYSIS
Author: Y. Kanaka Durga, K. Rohith, P. Yashveer & S. Akif

ABSTRACT
Social media analytics (SMA) the collection, measurement, and analysis of user‑generated
content has reshaped how consumers discover, evaluate, purchase, and advocate for products.
This systematic review (2015–2025) synthesizes peer‑reviewed evidence on the effects of
sentiment/valence, electronic word‑of‑mouth (eWOM), influencer attributes, and engagement
metrics across the consumer journey (awareness, consideration, purchase, post‑purchase).
Guided by Stimulus‑Organism‑Response (S‑O‑R), Theory of Planned Behavior (TPB),
Technology Acceptance Model (TAM/UTAUT), and the Resource‑Based View (RBV), we
integrate meta‑analytic and econometric findings with field experiments to map mechanisms
and moderators. Results indicate robust links between eWOM volume/valence and sales or
purchase intention; creator credibility and fit improve attitudes and conversion; and
engagement behaviors predict loyalty and advocacy. We offer a unifying framework, a
35‑study evidence table, and a practitioner checklist for experimentation‑first,
privacy‑by‑design marketing, while noting limitations and open research questions.
Keywords: Social media analytics; consumer buying behavior; eWOM; influencer
marketing; sentiment analysis; engagement; social commerce; S‑O‑R; TPB; TAM; RBV.

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