semila fernandes
Verified @sibm.edu.in
Associate Professor
Symbiosis Institute of Business Management, Bengaluru
Dr. Semila Fernandes holds Ph.D. in Marketing from Symbiosis International (Deemed University) and an MBA in from Pune University, an M. Phil in Management from Periyar University and a B.Sc. from Goa University. She has also completed a Postgraduate Diploma in Intellectual Property Rights from NLSIU, Bangalore. She has 18 years of teaching experience in the area of Marketing. Ms. Semila has corporate exposure from her stint at Bajaj Allianz General Insurance Company as an Executive – Direct Marketing and at ICFAI as a Regional Summer Internship Co-ordinator. Her research expertise has been in the area of consumer behaviour. She has at her credit 2 ABDC A category publication and 18 scopus and ABDC C category publications. A case study co-authored by Prof. Semila Fernandes has been selected as the best case in the Marketing category at ISB-Ivey Global Case Competition 2017.Another case study co-authored by has been selected as the best case in the Family Business category.
EDUCATION
Ph.D, M.Phil, MBA, PGDIPR-NLSIU B'lore
RESEARCH INTERESTS
• Reference group influence
• Online Shopping
• Digital Marketing
• Brand Culture
• Comparative Advertisement
• Sustainability and Conscious consumption
Scopus Publications
Scholar Citations
Scholar h-index
Scholar i10-index
Scopus Publications
Trisha Singh, Atish Ratan Dasgupta, and Semila Fernandes
AIP Publishing
Semila Fernandes and Rajesh Panda
Elsevier BV
Narendra Babu Bommenahalli Veerabhadrappa, Semila Fernandes, and Rajesh Panda
Elsevier BV
Dinesh Kumar S. and Semila Fernandes
AIP Publishing
Swarnalakshmi Umamaheswaran, Semila Fernandes, V. G. Venkatesh, Nivyasree Avula, and Yangyan Shi
Springer Science and Business Media LLC
Semila Fernandes, Sathish Mahendiran, and N.L. Balasudarsun
Emerald
PurposeSchool teachers had difficulty in monitoring and assessing the students during the COVID-19 lockdown. This study attempts to understand the assessment and teaching challenges during COVID-19 and how this problematic situation was reshaped by new normal teaching.Design/methodology/approachThe qualitative research included perspectives of 84 school teachers using an interview-based approach. Pedagogical assessment, societal assessment and personal assessment were considered in the study.FindingsContent switching, student involvement and individual assessment are the challenges in terms of pedagogy. Buying power of electronic equipment, digital skills, study environment and distraction are the challenges faced in terms of personal challenges. Personal connect and interaction intensity is the challenges faced in terms of social challenges. Teachers adapted to synchronous, blended, flipped and asynchronous modes of teaching.Originality/valueThe authors’ study will support schools in developing their institutional plans to understand teachers' apprehensions better and to check the readiness of the schools towards teaching and learning approaches.
Pooja Gupta, Mallika Srivastava, and Semila Fernandes
SAGE Publications
Sudeep was the sales development manager for the rural business unit of an FMCG company Accurate Adhesive Ltd. in West Bengal. The company had been plagued with a high level of attrition in its workforce. Sudeep had a big presentation coming up in the next week. He was due to present the concerns of the field sales force, benchmarking with the best practices and motivational tools needed for incremental and sustainable business practices to a team from top management. He was specially chosen for this as his immediate superior believed that Sudeep had a better insight into the field sales force. This was due to his role during his management trainee days. During the training, he experienced the life of a frontal sales force and realized the persistence and agility required of the sales force. The top management had been quite worried about the high attrition (>20%) problem in the rural areas where the company had a presence. The business loss is considerable with such a staffing gap within the field force territories. Market coverage and other business parameters such as issue resolution, product awareness & service levels also suffer. This becomes an easy breeding ground for the competition to move in. This problem of high attrition needs to be addressed at the grass root level. Can technology be the solution? Alternatively, there is a need for some other management initiatives.
Himanshu Vaidya, Semila Fernandes, and Rajesh Panda
IGI Global
Over-the-top (OTT) is the name of media entertainment services delivered over the internet, bypassing traditional mediums. The consumer preference for OTT entertainment platforms is increasing at a fast rate and is showing promising signs for the future, so it is important to understand the extent of existing literature. This study is a thematic literature review undertaken to identify and highlight key themes related to the adoption and usage of OTT entertainment services. It includes a thorough literature review of 94 research articles sampled systematically. This study will highlight the widely researched themes and the lesser-focused areas of study within the realm of over-the-top entertainment adoption and usage. Adoption and usage of OTT entertainment services, the shift in the medium of consumption, and the impact of OTT entertainment services on related technologies are some of the primary themes identified in the study. This study will provide critical insights and valuable knowledge to industry players and guide academicians for future research opportunities.
Semila Fernandes, Rajesh Panda, V.G. Venkatesh, Biranchi Narayan Swar, and Yangyan Shi
Elsevier BV
Pooja Gupta and Semila Fernandes
World Scientific Pub Co Pte Ltd
Mallika Srivastava and Semila Fernandes
Associated Management Consultants, PVT., Ltd.
Mallika Srivastava and Semila Fernandes
Inderscience Publishers
Sujata Joshi, Ritesh Mohanty, and Shreya Singh
Inderscience Publishers
Semila Fernandes, V.G. Venkatesh, Rajesh Panda, and Yangyan Shi
Elsevier BV
Semila Fernandes, Pooja Gupta, and V.V. Ajith Kumar
Emerald
Purpose The purpose of this paper is to measure the academic motives of faculty in higher education to understand the pattern of relationships between work motivation scale (WMS) and technological pedagogical content knowledge (TPACK). Design/methodology/approach The research adopts regression analysis to help model the data collected from 63 faculty members from India. The empirical study investigated the relationship of intrinsic motivation (IntrM), integrated motivation (InteM), identified motivation (IdenM), introjected motivation (IntrjM), external regulation motivation (ExtR) and amotivation (Amot) with each of technological knowledge (TK), (pedagogical knowledge (PK), content knowledge (CK) and TPACK. Findings Optimal functioning among faculty was due to “InteM” followed by “IntrM” and “IdenM” that yielded most positive consequence (mean values>3.9). “ExtR” and “Amot” were the negative outcomes that would be counterproductive and result in employee dejection (Mean values<3.1). The results proved that all TPACK variables were positively related to “IntrM” – a self-determined motivation. Additionally, “TK” and “PK’ were positively related to “IntrjM” – a behavior that is regulated by self-esteem and self-worth; “TPACK” depicted positive relationship with “IntrjM” and negative correlation with “IdenM.” Research limitations/implications The study supported the fact that TPACK and WMS when analyzed together can create better engagement models among the faculty for an enriching learner experience interaction. Furthermore, it would help identify specific strategies on teacher development training programs through the integration of technology. Originality/value The study is original and seeks to inspect the relationship between TPACK and WMS among faculty of higher education in Indian business schools.
Divya Madnani, Semila Fernandes, and Nidhi Madnani
Emerald
Purpose The outbreak of COVID-19 saw a robust increase in viewership of over-the-top (OTT) media platforms. This study aims to investigate the impact of COVID-19 on OTT platforms in India, as it has led to reshaping consumer content preferences. Design/methodology/approach The authors have conducted primary research by doing a survey and focus group discussion. The first study has focused on the impact of various factors such as time, content, convenience, satisfaction and work from home (WFH) on OTT platforms during the COVID-19 crisis and the second study has focused on change in behavior of people before and during lockdown using visual representation. Findings The findings of this study show that lockdown has played a major role in the increase in viewership of OTT platforms, as people working from home are also using OTT platforms more. The average hours spent on OTT have increased from 0–2 to 2–5 h and average spending that users are willing to make on OTT platforms is Rs 100–300 (per month). The satisfaction level of customers is directly related to space to watch with family, time to use OTT platforms, the quality of content on OTT platforms and preference of OTT platform over television. Also, factors such as age group, occupation, city and income groups also determine the usage of the OTT platform. Originality/value The main contribution of this paper is to analyze the customer needs that impact their satisfaction level.
Pradeep K Sai, Pooja Gupta, and Semila Fenelly Fernandes
IEEE
Investors and financial analysts mainly rely on Annual Reports to decide on the company's current performance and make calculated plans on their investments. Annual reports provide an overview of firms past performance, how they make use of the external environment for their growth needs, their strategies for growth and their expectations for the future. The financial information presented in the financial statements is a combination of textual and numerical information. The numerical information includes the balance sheet, income statement and cash flow statement, which constitutes about less than 20%. The remaining 80% are textual in nature, which includes footnotes, letters from executive leaderships, strategies, leadership team, shareholder details, and various reports including directors report, sustainability report, corporate governance report. Until recent years, financial analysts use conventional methods like ratio and trend analysis primarily based on numerical information for analyzing the performance of the organization. So far textual data in annual reports were considered as complex and categorized as inaccessible information for the huge number of novice investors. This paper tries to investigate how the textual component of Annual report can be used deduct meaningful information about company's performance by employing text analytics. Text analytics uses statistical pattern learning for understanding the trends and patterns, which in turn provides information of high accuracy. This is attained by working on the unstructured information spread across different section in details, extract meaningful data contained in the text, convert it to numerical, and then use it along with relevant data mining algorithms. The research tries to answer 2 questions; 1. How emotions in the annual reports as a whole determines the current performance of the company, 2. Does these emotions have an impact on the expected returns on the forthcoming year. We conducted a descriptive research, selecting 12 IT Firms functioning in India. The research considered annual reports for a period of 3 years starting from 2015–16 to 2017–18, thereby creating 36 samples. We performed mining on these reports using Bing Lexicon for sentiment analysis as well as NRC lexicon for emotional analysis. The structured data analysis was collected from Bloomberg. Risk and Return analysis were done on the Market performance of the subsequent years. We employed statistical techniques on these data to create multivariate models. The results suggest that companies' current performance plays an important role in the emotions in the annual reports. We also noticed an established relation between the emotions in annual report and future performance of the firm. We concluded that text analytics can be efficiently used on the unstructured data present in annual reports and the results can be effectively used by the stakeholders using these data to make their decisions based on companies' performance.
Semila Fernandes*, , Aarti Mehta Sharma, Vidyasagar A, , and
Blue Eyes Intelligence Engineering and Sciences Engineering and Sciences Publication - BEIESP
Purpose: With the popularity of social media, blogging, documents in the web, multiple text information is being generated every moment. Companies can gauge consumers’ sentiments by conducting analysis of tweets or Facebook posts and can take timely action to tweak promotional campaigns. In the beginning of 2015, Maggi noodles was banned by the then government. To track the sentiments of the people on the coming back of Maggi, the widely accepted micro blogging site, Twitter, is used. Twitter continuously generates different points of view on any given subject, relating to social issues, marketing issues etc. The challenge lies in understanding and analyzing these unstructured texts, figuring out the relevant information and transforming it into actionable cognizance. Methods: The paper extracts set of 500 Twitter posts containing “Maggi”. 500 tweets were extracted to avoid heavy computation. The data was extracted by creating an interface between a twitter account and the statistical software R where we used the graphical user interface RStudio. This paper analyses tweets on this popular packed food item “MAGGI” by using statistical software like R and Excel. The methodology performed sentiment analysis using text mining approach following steps of Data Extraction, Text Transformation, Analyze the data, Data representation and validation. Results: The paper conducts sentiment analysis on social media and examines consumer perception of “Maggi”. There are few negative tweets like “Tired of #Maggi”, “Hesitant to take the first bite of #Maggi #marketingmoves” but most of the tweets were in the favor of Maggi. Tweets like, “This new #Maggi ad will surely make you go nostalgic!!”, “3am with beloved curry maggi + boiled chicken”, “When you wanna eat healthy but you low on cash. #Yasssss #Maggi #Broccoli #Sausages #Protein” show strong positive sentiment. From the sentiment analysis conducted on Maggi noodles, there were more positive rather than negative responses towards Maggi’s reentry into the Indian market. Thus, the concept of sentiment analysis can give marketers quick, preliminary insights into the consumers psyche which can later be followed up by traditional market research techniques.
Pooja Gupta, Semila F. Fernandes, and Manish Jain
SAGE Publications
The case is about the urge for improving the processes and utilizing technologies available in market for Human Resource Management Services especially in recruitment. The dilemma in the case is whether the company should opt for automation or not. And if the company is adopting automation to support workforce planning and recruitment functions, is the company ready for the same. The HR industry at large is aware of the challenges faced by the recruitment teams in terms of the various hiring functions involving sales engine, sourcing, interviewing, providing offers, post offer follow-ups and finally joining and induction. To address this challenge, the case touches on instituting a culture change by embracing technology into divisions which are not yet open to adopting innovative methods. The company is looking at incorporating Artificial Intelligence in its various processes. It is also looking at Robot Process Automation to perform standard HR functions in the recruitment process. The company must decide whether to implement automation and if it does, how it should be executed. The case also debates on whether technology would increase the effectiveness of talent acquisition function and bring a change in the administrative HR image or would this automation-led hiring take away the control from the company human resources?
Semila Fernandes and B. R. Londhe
Indian Society for Education and Environment
Reference Group Construct: The various types of reference group include primary groups, secondary groups, formal groups, informal groups, membership, aspirational groups and the different types of influences which affect consumer decisions include Normative influence, Value-expressive influence and Informational influence 2 . Identification of Problem: Due to the new developments and the changing scenario of Liberalization, Privatization and Globalization, there has been a huge shift in the earnings of women and hence reference groups to a greater extent help in their consuming behaviors 14 . The research paper would study the working women segment viz-a-viz non-working women and analyze the influence of reference groups on their buying behavior with reference to the three types of influence. Methodology: As this study is an exploratory study, a pilot study of 50 sample each for working women and housewives would be administered using convenience and judgment method. The data would be collected through a structured questionnaire involving statistical techniques like Anova and t- test. Importance of the Study: 1. Contribution to the body of knowledge utility to academicians a. The findings of the study will help to understand consumer behavior b. The comparison between the two segments with respect to the influence of reference groups may result in developing new models of consumer behavior 2 . Utility to Practitioners a. Identification of new segments to market their products b. Better understanding of these segments will result in better STP (segmentation, targeting and positioning) Conclusion: Today the female market as a topic is discussed the world over. A global study in 2009 by BCG (Boston Consulting group Matrix) indicates women control $12 trillion in global spending. The 12000 women BCG interviewed provide the following information - on their spending and saving preferences, their work and home habits, their buying behavior. The consumer- economy seems to be female, the business-world seems to be male, and therein lays the dichotomy.
Semila Fernandes and A. Vidyasagar
Indian Society for Education and Environment
Digital Marketing - definedMichael Porter has said: The key question is not whether to deploy Digital Technology - companies have no choice if they want to stay competitive - but how to deploy it. Digital marketing describes the management and execution of marketing using electronic media such as the web, e-mail, interactive TV and wireless media in conjunction with digital data about customers' characteristics and behavior. Mass customization is a necessity today and hence digital marketing is yet another channel that provides touch points for improved customer relations. Digital marketing is one effective way to address this necessity with various touchpoints/sub-channels like FaceBook, LinkedIn, Blogs, Twitter, and the website itself. In modern parlance, it has now been accepted that customers are exposed to 3 screens: 1st Screen: Television, 2nd Screen: Computer Monitor, 3rd Screen: The Mobile Handset. Does that mean that we have to create content for each of them separately? Fortunately, with the advent of strong CMS like WordPress, this duplication of work is now a thing of the past. Atleast, the last two screens are clearly addressed by the responsive themes of WordPress. Today there are a few smart TVs in the market that can connect to the web and there are no issues with WordPress delivered content. Methodology : The first study of the paper would analyze the role of WordPress and its advantages. The second study would highlight on the study of SEO plugins and its importance while using WordPress. The third study would focus on whether WordPress as a standalone system can address the CMS and how "plugins" can enhance its application and usability. The above studies would be dealt using secondary research data like research papers, journals and websites. Conclusions : Currently, DD India covers over 92% of the population. But the penetration of TVs has not kept in tune with this. On the flipside, TVs are viewed in groups. Given that DD India was established in 1959, it has been over 65 years before this could be achieved. The internet launched in mid 90s has 243 million internet users in the country to people who use computers and laptops.(8) What is astounding is that smart phones which came in several years later today has already achieved a penetration near to 50% both in rural and urban areas of India. Given this trend, it is only a matter of time that Mobile penetration exceeds that of Doordarshan - The 1st Screen. What is more relevant is that each Mobile is a personal product of an individual unlike the other two screens.