Research seminar by Prof. Kiran Pedada

Posted on August 13, 2025 by administrator

IIM K hosted its third research seminar on August 12, 2025, for the year 2025-26. It was conducted by Prof. Kiran Pedada, Associate Professor & The Associates Fellow, Marketing and Inclusive Business, Asper School of Business, University of Manitoba, Canada.

The topic was Ripple Effect of Hybrid vs. Digital Communication on Consumer Value: A Field Quasi Experiment with Rural Microentrepreneurs

Abstract of the talk given below

Marketing performance is crucial for social enterprises. Microentrepreneurs in these social enterprises play a key role in marketing and delivering value to rural consumers. We investigate whether male microentrepreneurs can learn and improve their performance through different modes of communication with female microentrepreneurs. We study two types of communication between female and male microentrepreneurs: (1) digital communication compared to (2) hybrid communication, defined as blending digital with face-to-face interactions. We leverage a field quasi-experiment conducted across six districts in rural India and employ difference-in-differences methodology. Our findings suggest that both digital and hybrid communication approaches enhance consumer enrollment volumes. However, hybrid communication has a significant impact on value delivery. Moreover, male microentrepreneurs who communicate with female microentrepreneurs through hybrid as opposed to only digital means deliver greater value for consumers, enhancing their benefits by INR 33,74,000 ($40,166 USD). These findings underscore the importance of hybrid communication in delivering consumer value, offering valuable insights for rural marketing in emerging markets.