Marketing, Tourism, Leisure and Hospitality Management, Management of Technology and Innovation
11
Scopus Publications
Scopus Publications
CONTINUANCE USAGE IN ONLINE TRAVEL PLATFORMS: THE ROLE OF RELATIONSHIP QUALITY Anjani Devi SUREDDY, GNPV BABU, Palisetti GIRIBABU, Chudamani SRIRAMNENI, and Geojournal of Tourism and Geosites, 2026 The Internet has become a quick significant information and shopping resource, especially for the tourism sector. With the development of secure information systems, travel plan and booking have become increasingly dependent on technology. As a result, travel platforms today have a significant impact on tourists’ choices and experiences. Based on the stimulus-organism-response (SOR) theory, this study examines the factors influencing consumers’ continuance use intention toward travel-related purchase platforms. Specifically, it aims to investigate on how platform features affect relationship quality and continuance use. Data was collected from users with prior experience using travel platforms through a structured questionnaire, employing purposive and convenience sampling methods. The analysis was conducted using AMOS software to test both direct and indirect effects. The findings reveal that informativeness and privacy & security significantly impact relationship quality but do not influence continuance use. In contrast, customer support affects continuance use but does not have a significant impact on relationship quality. Moreover, relationship quality has a mediating effect between travel platform attributes and the continued use intention. The findings provide insights for enhancing long-term user engagement on travel platforms and offer key theoretical and practical implications. This study contributes to the body of literature on online travel by enhancing the knowledge on the continued utilization of online travel websites based on relationship quality . The findings also provide platform developers and tourism stakeholders to formulate credible and user-friendly web-based travel platforms that will necessitate frequent usage and facilitate long term competitiveness.
Political Empowerment via Social Media? Following Political Influencers, Internal Political Efficacy, and Participation Among Youth Bommakanti Sai Manogna, Gaddam Rahul Paul, Shaik Mahaboob Syed, Ankitha Sharma, GNPV Babu, et al. Modern Political Marketing and Relational Capital Navigating the Digital Frontier, 2026 As the generations are moving ahead, do political leaders need to have an active presence on social platforms? The purpose of the study is to examine the impact of the online presence of politics on youth and whether there is any impact of online presence on national political efficacy. The study relies on secondary data collected from the extensive literature of scholarly articles to check the influence of social presence and its impact on the current generation. The findings of the study have revealed that social media has a significant influence on shaping one’s opinion, regardless of age, and harnessing the social presence can be utilized as a proper tool to influence social opinion polls, and the study underscores the importance of digital engagement by political leaders. A strong, authentic presence on social media could serve not just for image building but for actively shaping public discourse and enhancing democratic participation, especially among younger demographics. While many studies explore political communication, this work situates itself uniquely in the digital-native context, focusing on evolving generational expectations of political visibility online.
Financial Literacy and Fintech Exposure As Determinants of Investment Decisions: The Mediating Role of Investment Interests – A Study of Individual Investors in Hyderabad, India Dr. Syed Jaffer, Dr. Mohamed Zaheeruddin, Dr. Roopalatha N, Dr. Farhana Sultana, Dr. GNPV Babu, et al. International Journal of Accounting and Economics Studies, 2025 The evolution of the financial sector, particularly the rise of financial technologies (Fintech), has reshaped how individual investors make investment decisions. This study investigates the influence of financial literacy and fintech exposure on individual investment decisions in the underexplored emerging markets like Hyderabad, emphasising the mediating role of investment interest. Drawing on behavioural finance theory and empirical studies, the research explores how informed financial understanding and engagement with digital financial platforms shape investment behaviour. The data is collected using a structured survey method from 311 individual investors in Hyderabad, India. For the study, Structural Equation Modelling (SEM) was employed to test relationships among the constructs. Unlike prior studies that have often examined financial literacy or fintech exposure in isolation, this paper uniquely integrates these two determinants with the mediating mechanism of investment interest, providing a comprehensive model of investment decision-making in the Indian context. The study contributes to the understanding of investment psychology within the Indian context and offers insights for policy-makers and financial institutions aiming to foster inclusive and informed investment ecosystems. It can be concluded that financial literacy positively influences investment decisions by providing investors with the necessary knowledge and skills to evaluate options critically and confidently.
Green Purchase Intention: Understanding the Role of Environmental Beliefs, Health Consciousness and Perceived Behavioural Control Suman Datta Sriramaneni, Venkata Varaha Devi Prasad Kotni, Garikiparthi Naga Phani Veerabhadra Babu, Chudamani Sriramneni Revista Galega De Economia, 2025 Consumer awareness of environmental issues has steadily increased, with environmental values significantly shaping purchase intentions. Essential to environmental sustainability are ecological packaging and ecological products. This study examines the impact of green product knowledge and green packaging on environmental beliefs, health consciousness, perceived behavioural control and consumer purchase intention, focusing on Visakhapatnam (India). A quantitative survey was conducted using purposive sampling, targeting individuals who are familiar with green products. Data from 306 respondents were analysed using the Statistical Package for the Social Sciences (SPSS) and AMOS. Structural equation modelling (SEM) was used to validate the conceptual framework. The results indicate that green product knowledge, environmental beliefs, health consciousness, and perceived behavioural control have an impact on green purchase intention, whereas green packaging does not. These findings emphasise the importance of psychological and informative factors for shaping environmentally friendly consumer behaviour. This study contributes to the existing literature on sustainable consumer behaviour, especially related to green fast-moving consumer goods (FMCG). It provides practical insight to marketers, decision-makers, and environmentalists who aim to promote environmentally friendly FMCG products. Additionally, focusing on significant psychological and behavioural factors allows for designing strategies that help the environment and improve public health.
Exploring electric vehicle consumer behavior: impact of digital innovation, environmental concern, perceived value, and social influence on purchase intentions Sri Yogi Kottala, Shankar Chanagala, Chintala Balaji, V. V. Narsi Reddy, G. N. P. V. Babu Frontiers in Sustainable Cities, 2025 BackgroundUnderstanding the drivers and boundary conditions of electric vehicle (EV) adoption is critical to fostering sustainable transportation. Building on perceived value and planned behavior theories, this study proposes a moderated mediation model in which perceived value influences both sustainability perception and purchase intentions, with household income, technology trust, and environmental knowledge serving as moderators.MethodsA cross-sectional survey of 496 licensed drivers familiar with EVs was conducted using validated multi-item scales. Data were analyzed in R using confirmatory factor analysis and structural equation modeling (lavaan), incorporating product-indicator interactions and 5,000-sample bootstrapping to test the direct, moderating, and mediating effects.ResultsConsumers’ perceived value has a positive effect on sustainability perception (0.122, p < 0.001) and purchase intentions (0.002, p < 0.001). Household income also strengthens the relationship between perceived value and purchase intention (0.043, p < 0.001). Digital innovation (0.285, p < 0.001) and environmental concerns (0.411, p < 0.001) dynamically influenced the perception of sustainability at a significant level, although social influence was not significant. Compared with other variables, sustainability perception had the greatest effect on consumers’ intention to buy an electric car (0.624, p < 0.001) and served as a mediator in three out of four indirect connections between perceived value and purchase intention. The moderating effects of technology trust and environmental knowledge were not supported.ConclusionThese findings highlight the central roles of value and sustainability perceptions in EV adoption and identify income as a key boundary condition. Practical implications include tailoring incentives by income segment, investing in user-centric digital platforms, and emphasizing both economic and environmental benefits. Theoretically, this study extends technology acceptance models by integrating sustainability constructs and underscores the nuanced impact of socioeconomic factors on green consumer behavior.
Enhancing Human Resource Management Practices in Marketing Companies Using Dual Graph Attention Networks N. Roopalatha, Dhanalakshmi K, G N P V Babu, P. Vamsi Krishna, Anvesh Perada, et al. 3rd International Conference on Integrated Circuits and Communication Systems Icicacs 2025, 2025 Marketing organization features and strategy implementation have been studied for over 30 years. These include organizational structure, culture, leadership, and processes. HR regulations can motivate marketing professionals to support group and individual goals when correctly implemented, but this part of HR has gotten little attention. Model preparation, feature extraction, and training comprise the suggestive technique. It reviewed data quality, evaluated dataset structure, and described data types during pre-processing. Principal component analysis (PCA) ranked and evaluated decision-making units to reduce dimension. Model training used MGGAN. In comparison to GAN and CNN, the proposed model performed well. With an average accuracy rate of 94.36%, it surpassed earlier approaches and captured all dataset peculiarities. MGGAN modeling can increase predictive performance, and marketing organizations should integrate HR regulations, according to this study. This study opens up new organizational analysis and strategy execution methods.
Navigating the Nexus of Travel Videos and Travel Purchase Intention: Mediation Role of Psychological Factors Chudamani Sriramneni, Babu GNPV, Suman Datta Sriramaneni International Research Journal of Multidisciplinary Scope, 2024 By providing captivating geographical impressions and information, online travel videos intend to have a significant impact in shaping consumers travel purchasing choices. Individuals when planning a trip come across a variety of travel-related content when they search for information about different places online. This includes travel videos and AI-generated content that highlights unique aspects of locations which directly or indirectly impact their decisions. This study aims to investigate the impact of travel video information on consumer travel purchase decision via psychological aspects using Stimulus organism response model to test the hypothesis. The data was gathered using a convenience and purposive sampling technique. Using a standardised questionnaire, data was gathered through surveys conducted both offline and online, and SmartPLS was used for analysis. The finding shows that online video information has significant influence on travel purchase intention via destination attraction, motivation and self-congruity. Additionally, self-congruity and motivation are crucial factors influencing travel purchase intentions, this study looks into their sequential mediation impact. Additionally, this study adds to the body of literature on content marketing on online platforms by highlighting the influence of travel videos on customer behaviour. Moreover, this study hold significance for expanding the theoretical and practical implementation of online travel video information regarding purchasing intention.
An Innovative Method to Predict Real Estate Prices Using Convolutional Block Attention Module G N P V Babu, Vijayalakshmi N. S, Sameer Yadav, E. Manigandan, Chahat Gulati, et al. Proceedings of the 4th International Conference on Smart Electronics and Communication Icosec 2023, 2023 Both real estate brokers and owners can benefit strategically from foresight into rising or falling property values. This study intends to develop a novel method to accurately forecast real estate prices using machine learning models and actual transaction data. In machine learning models, the attributes of the real estate and the transaction prices are the independent variables and the dependent variables, respectively. Preprocessing, feature selection, and model training are used in the proposed method. Preprocessing involves the use of normalization. The selection of features is based on PCA and sequential analysis. CBAM is the model that is utilized for training. When compared to GRU and LSTM, two additional models, the proposed technique performs well.
