Edited Volume · Open Access
Interdisciplinary Dimensions of Contemporary Research - Marketing and Digital Business Perspectives
About the Book
Interdisciplinary Dimensions of Contemporary Research - Marketing and Digital Business Perspectives is a comprehensive scholarly work that explores the dynamic intersection of business theory and modern technological advancements. The book brings together a wide range of research contributions that examine how digital transformation, fintech innovations, e-commerce growth, and artificial intelligence are reshaping contemporary markets and consumer behavior. It highlights critical themes such as consumer trust in digital environments, personalized marketing strategies, cybersecurity, and the growing influence of social media and Gen Z engagement in the digital economy.
In addition to addressing emerging trends, the book emphasizes the ethical and strategic implications of integrating AI into business decision-making. Designed for researchers, academicians, and industry professionals, this volume serves as both a theoretical foundation and a practical guide for understanding the complexities of modern digital markets and technology-driven business practices.
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Table of Contents
28 chapters · select one to jump to it in the viewer
- 01Changing Consumer Behaviour in the Age of Social Media in IndiaPage 8
- 02The Impact of Digital Marketing Strategies on Consumer Buying Behaviour in the Retail IndustryPage 13
- 03Metrics That Matter, Mastering the Future of Marketing AnalyticsPage 22
- 04Consumer Satisfaction Towards Online ShoppingPage 27
- 05Consumer Behaviour of Gen Z Freelancers in the Emerging Digital Marketing EcosystemPage 33
- 06Challenges in Employer BrandingPage 41
- 07Digital Transformation in Startups and Large Industries: An Analysis of the AI Adoption GapPage 51
- 08Psychological Orientation of Indian Farmers and Marketing Strategies in AgribusinessPage 59
- 09Consumer Behaviour and Market DynamicsPage 67
- 10Factors Influencing Purchase Intention Towards Electric Two Wheeler Vehicles in Kalaburagi CityPage 74
- 11Analyzing Consumer Purchase Intentions Through Sponsored vs. Organic Influencer Marketing ContentPage 83
- 12The Impact of Artificial Intelligence on Consumer Purchase Decisions:
A Secondary Data AnalysisPage 89 - 13Understanding the Modern Buyer: How Consumer Habits Drive Today’s MarketsPage 94
- 14AI and Consumer Behaviour: Understanding the Role of Trust in Responsible MarketingPage 100
- 15Sustainable Packaging, Perceived Social Responsibility, Consumer Satisfaction, and Consumer Loyalty: A Systematic Literature ReviewPage 107
- 16Institutional Support for Startups: A Conceptual Framework for Incubated and Non-Incubated VenturesPage 113
- 17The Role of Artificial Intelligence in Transforming Fintech and Consumer Financial BehaviourPage 121
- 18Artificial Intelligence in Human Resource ManagementPage 127
- 19Algorithmic Consumer Behavior: Examining AI-Driven Personalization, Trust Dynamics, and Brand Engagement in Contemporary Digital CommercePage 135
- 20Financial Literacy and AI Awareness Among School and College Students of IndiaPage 142
- 21Business Analytics and Data-Driven Decision Making: Emerging Trends, Challenges and Opportunities in Contemporary Research – CommercePage 149
- 22A Study on Problems and Challenges Faced by Women Entrepreneurs in Vilavancode TalukPage 156
- 23Entrepreneurship and InnovationPage 162
- 24Marketing MixPage 167
- 25Building Digital Trust: Safety Education, Cyber Risk Management and Fraud DetectionPage 173
- 26Cyberbullying and Online Harassment Among YouthPage 178
- 27Issues and Challenges of Social MediaPage 183
- 28Buy Now, Pay Later (BNPL) Dynamics: The Impact of BNPL Financial Services on Unplanned Debt Accumulation Among Gen Z and Millennial ConsumersPage 187