Rachel King

Madras Christian College, Tambaram, Chennai - 600 059., Commerce, Post-Doc

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A Reseach Scholar from Madras Christian College, Chennai, India. I believe in contributing to current subjects with regard to practicality and providing possible solutions through research. My areas of interest are in the fields of human resource management and marketing.

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T. Alexandra Beauregard

Birkbeck College, University of London

Michael Spivey

University of California, Merced

Saul Schwartz

cameron tonkinwise

University of Technology Sydney

David Seamon

Kansas State University

Eros Carvalho

Universidade Federal do Rio Grande do Sul

Alexander Goerne

University of Edinburgh

Abdullah Dagci

Karamanoglu Mehmetbey University

Çiğdem Vatansever

Namik Kemal University

DR. RAKESH KUMAR

University of Delhi

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Impact of Digital Marketing on the Growth of Consumerism

SSRN Electronic Journal, 2019

Consumerism plays a significant role in the transition taking place in a world where everything i... more Consumerism plays a significant role in the transition taking place in a world where everything is digitized. Businesses have started adopting various digital marketing approaches, the most favoured methods being content, social and mobile marketing. Various channels that constitute digital marketing such as mobile, search engine optimization, content marketing, social media marketing and media marketing need to be utilised by companies effectively to reach out to their consumers and in also ensure the success of the business. All of these elements put together sum up a cohesive digital marketing strategy. The adoption of innovative strategies is crucial as companies stand the risk of losing competitive advantage in an increasingly commoditised world. As technological change continues its advancement in an exponential manner with new digital platforms and devices it is only wise for businesses to make haste in embracing this market evolution. Furthermore India’s consumption power is so big owing to its huge market of over billion people where the youth below twenty on its own are defined by a population of 600 million. The internet users are also growing at a fast and steady pace. This paves way to huge opportunities for the marketers to take advantage of as there is positive and continuous growth by the internet users. All this advancement brings in a tectonic shift between the businesses and the consumer until a balance is attained in the digital marketing approach. Consumption structure and consumer needs are changing and their desires are growing. The future of digital marketing will be based in how marketers create ways to puzzle together the new and traditional media into a perfect fix based on the market environment. This paper intends to identify the factors that influence consumers through the growth of digital marketing.

Human-Centric Design Thinking to Boost Employee Experience in Lean Start-ups – An Empirical Study

by Rachel King and Tabitha durai

Journal of Emerging Technologies and Innovative Research (JETIR), JETIR Publication, 2018

When design thinking is applied to human resources it has a positive effect in boosting employee ... more When design thinking is applied to human resources it has a positive effect in boosting employee experience which in turn results in creating employee engagement. Human-centric design thinking is a way of making work processes less complex and more enjoyable. It is not to be confused with the design thinking put into creating the minimum viable product (MVP) or service development. This study is going to focus on human-centered design thinking. Employee experience refers to the employees' perceptions of the organization in which they work. It doesn't necessarily depend on what happened in the organization, it depends on how the employee perceives and reacts to the intentions behind the activities designed by the organization. When an
employee is excited and inspired by employee experiences and sees work as more than a transaction of a paycheck in return, that is when the employee tends to have a higher sense of engagement. Keeping this in mind we intend to test the effect of design thinking, employee experience and employee engagement in lean start
ups. Lean start-ups are those companies which take an existing idea which is already accepted by end users and improvising on it to come up with a better product or service model by saving on time and investment.
To achieve the basis of the study data was collected from 103 respondents working in lean start-ups. The data collected were analysed using SPSS and Structural Equation Modelling (SEM). It was found that there is a positive significance in the relationships between design thinking, employee experience, and employee engagement. The findings highlight the importance of design thinking on employee experience that in turn will result in organic employee engagement. Designing an efficient work process through effective design thinking creates a good employee experience that enhances longer employee satisfaction and productivity than in the case of benefiting from monetary benefits alone. This, in turn, brings success to the organization.
Keywords: Design Thinking, Employee Experience, Employee Engagement, Lean Start-ups

Rachel King

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