RNI No.: UPENG/2015/65389 ISSN:2454-9509 Jaipuria International Journal of Management Research VOLUME January-June, 2016 • Issue 01 02 On the New Media and Marketing Communications in Turkey: An Analysis of Theses and Dissertations Figen Ebren Consumer Perception and Attitude towards ‘Product Placement’ in India Punam Mishra Measures of Bank Growth – An Indian Perspective Dilpreet Singh and Namrata Sandhu Influence of Situational Factors on Snack Food Purchase Decision in Eateries of Puducherry M. Gnanasundari, T. Frank Sunil Justus and A. John William Felix Impact of Facebook Usage on Macau’s People Aged 45 and Above: Implications for Marketers, Social Workers and Policy Makers YUNG, Chun Sing (Alan Yung) Evaluation of Burnout as an Impediment to Academic Organizations in Punjab Poonamjot Kaur Sidhu Strategy for Providing Adequate and Timely Credit to Micro & Small Enterprises (MSEs) by Banks & Financial Institutions Sada Bihari Sahu Applying EI in Marketing Exchanges: An Approach towards Optimizing Sales Performance Deepika S. Joshi and Anshu Chauhan Determinants for Selecting FMCG Products with Special Emphasis on Cosmetics and Toiletries Segment Soumya Mukherjee and Mrinal Kanti Das Entrepreneurship Culture among Mishing Community of Majuli Subdivision of Jorhat District of Assam (India) - An Assessment Kamal Kanti Das Scope of Multinational Firms of India in Overseas Market: An Analysis of Outward Foreign Direct Investment Rakesh Kumar Case Study Leadership in Turbulent Times Charu Chaudhry and Anusha Agrwaal Book Review Corporate Chanakya: Successful Management the Chanakya Way Navodita Pande Jaipuria International Journal of Management Research ISSN: 2454-9509 • Vol. 02 • Issue 01 • January-June, 2016 PATRON Shri Sharad Jaipuria, Chairman, Jaipuria Institute of Management Shri Shreevats Jaipuria, Vice Chairman, Jaipuria Institute of Management CHIEF EDITOR Dr. Rajiv R. Thakur, Director, Jaipuria Institute of Management, Noida EDITORS Dr. Shalini Srivastava, Assistant Dean, Research & Publications, Jaipuria Institute of Management, Noida Mr. Jitender Sharma, Librarian, Jaipuria Institute of Management, Noida International Advisory Board Prof. Ajit Prasad, Professor, S P Jain Institute of Dr. Karunesh Saxena, Dean, Dept of Management, Management, Mumbai Mohanlal Sukhadia University Prof. Anup Singh, Director General, Nirma University, Prof. Rajeev Sharma, Professor, IIM, Ahmedabad Gujarat Prof. R P Saxena, Professor, IMT, Dubai Dr. Bappaditya Mukhopadhyay, Professor, Great Lakes Prof. S. Neelamegham, Former Dean, FMS, University of Institute of Management, Gurgaon Delhi and Former President - NIILM CMS, Greater Noida Prof. B B Bhattacharya, Ex-Dean IIFT, New Delhi Prof. Sanjay Kr. Singh, Associate Professor, Abu Dhabi Prof. Dilip Chajed, Associate Head, Executive Director of University, UAE MS Programs, Dept of Business Administration, Prof. Stephen Nicholas, Emeritus Professor, University of University of Illinois Newcastle, Australia Prof. D P Goyal, Professor, MDI, Gurgaon Prof. Subhasish Dasgupta, Chair and Associate Professor, Prof. G D Sardana, Professor, BIMTECH, Greater Noida ISTM Department, George Washington University Mr. Himanshu Manglik, National Head (Corporate Dr. Sudhir K. Jain, Dept. of Management Studies, IIT, Media), Nestle India Delhi Prof. J D Singh, Former DG, Jaipuria Institutes of Prof. Sushil, Professor, DMS, IIT, Delhi Management and Professor, IMI, New Delhi Dr. Umashankar Venkatesh, Professor, Great Lakes Mr. Kamal Singh, Director General, National HRD Institute of Management, Gurgaon Network, Gurgaon Reviewers’ Board Dr. Ajay Kumar Jain, Professor, MDI, Gurgaon Dr. Aman Srivastava, Associate Professor, IMI, New Delhi Prof. Ashish Varma, Assistant Professor, IMT, Ghaziabad Dr. Abhijit Nair, Associate Professor, Jaipuria Institute of Management, Noida Dr. Rajesh Sharma, Associate Professor, Jaipuria Institute of Management, Noida Dr. Richa Misra, Assistant Professor, Jaipuria Institute of Management, Noida Dr. Shikha Bhatia, Associate Professor, Jaipuria Institute of Management, Noida Dr. Swati Agarwal, Professor, Jaipuria Institute of Management, Noida Jaipuria International Journal of Management Research VOLUME January-June, 2016 • Issue 01 02 CHIEF EDITOR Dr. Rajiv R. Thakur EDITORS Dr. Shalini Srivastava Mr. Jitender Sharma Objective of the Journal The objective of the journal is to provide a platform to faculty, research scholars and practitioners of management discipline globally to highlight new knowledge, innovation, technology usage and latest tools of research in the areas of management science. Its focus is on applied research and to bridge the gap between management theories and practice. The journal aims to follow international benchmarks in papers selection, refereeing, editing, proofing and production as per the latest methodology and standards. Its International Advisory Board provides policy guidelines for publications in the journal. Disclaimer Jaipuria Institute of Management, Noida is only the publisher of this journal. The views expressed in this journal are those of the author(s) and Journal’s Patrons, Chief Editor, Editors, Reviewers or its Advisory Board are no way responsible for the contents of the papers published in the journal. It will be the sole responsibility of author(s) of the paper if any legal complication(s) arise due to the contents of any of the paper published in the journal. Imprint Printed and published by Rajiv R. Thakur on behalf of Jaipuria Institute of Management, Noida, A-32A, Sector-62 Noida, Gantam Budh Nagar and printed at M/s N Thirty Offset, Chaura Raghunathpur, Sector 12- 22, Noida, Gautam Budha Nagar, Editor - Rajiv R.Thakur JIJMR is indexed in Ulrich International Periodicals' Directory. Its' details are available on Ulrichsweb. All Correspondence should be addressed to: The Chief Editor - JIJMR Jaipuria Institute of Management, Noida A-32A, Sector – 62, Noida – 201309 Gautam Budh Nagar (U.P.), India E-mail: [email protected] ©Copyright by Jaipuria Institute of Management, Noida Jaipuria International Journal of Management Research Volume 02 • Issue 01 • January-June 2016 Contents Chief Editor’s Desk Rajiv R. Thakur 01 Jitender Sharma & Editorial Shalini Srivastava 02 On the New Media and Marketing Communications Figen Ebren in Turkey: An Analysis of Theses and Dissertations 03-12 Consumer Perception and Attitude towards Punam Mishra ‘Product Placement’ in India 13-23 Measures of Bank Growth – An Indian Perspective Dilpreet Singh & Namrata Sandhu 24-37 Influence of Situational Factors on Snack Food M. Gnanasundari, T. Frank Sunil Justus Purchase Decision in Eateries of Puducherry & A. John William Felix 38-45 Impact of Facebook Usage on Macau’s People Aged 45 and Above: Implications for Marketers, Social Workers YUNG, Chun Sing (Alan Yung) 46-54 and Policy Makers Evaluation of Burnout as an Impediment to Poonamjot Kaur Sidhu Academic Organizations in Punjab 55-62 Strategy for Providing Adequate and Timely Credit to Micro Sada Bihari Sahu & Small Enterprises (MSEs) by Banks & Financial Institutions 63-69 Applying EI in Marketing Exchanges: An Approach Deepika S. Joshi & towards Optimizing Sales Performance Anshu Chauhan 70-75 Determinants for Selecting FMCG Products with Special Soumya Mukherjee & Emphasis on Cosmetics and Toiletries Segment Mrinal Kanti Das 76-82 Entrepreneurship Culture among Mishing Community of Majuli Subdivision of Jorhat District of Assam (India) - An Assessment Kamal Kanti Das 83-88 Scope of Multinational Firms of India in Overseas Market: An Analysis of Outward Foreign Direct Investment Rakesh Kumar 89-95 Case Study Charu Chaudhry & Leadership in Turbulent Times Anusha Agrwaal 96-98 Book Review Corporate Chanakya: Successful Management the Chanakya Way Navodita Pande 99-100 01 Chief Editor’s Desk Dear Patrons and Readers After successful launch of the journal in the year 2015, the latest issue of Jaipuria International Journal of Management Research (JIJMR) for the period January to June 2016 is in your hands. Bringing out this journal is a small initiative from Jaipuria, Noida to promote management research across the world and especially to highlight the management research done in Indian institutions. Running now into its second volume, JIJMR is a bi- annual, fully refereed international journal with its Advisory and Reviewers' Board consisting of the best minds in management arena. Putting emphasis on original work is the benchmark for the journal. All the received papers are run for plagiarism check through the state-of-the-art anti-plagiarism software. All the plagiarism free papers then are sent for double blind review process before making final selection for inclusion of any paper in the journal. Current issue of the journal has in all twelve papers including a case study and also has a book review. Utmost care has been given to include management research from all four corners of country and it also has got two papers from abroad, from China and Turkey this time. This issue of the journal has encompassed papers from all streams of the management making it a balanced journal. Running in into its second year now, a good beginning has been made and I am sure that journal will be able to cement its place among serious research journals with a distinct edge over other similar journals. We are committed to publish the issue well in time and provide a platform to worldwide academia, researchers and management practitioners to highlight and showcase their work and together take management science research