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Full Description
The book focuses on emerging digital marketing and consumer culture research directions. It brings together work on immersive experiences, AI-driven innovation, and cultural influences that shape modern consumption. The chapters examine how technology, creativity, and identity shape marketing strategies and consumer responses. With contributions from global scholars, the book offers a broad academic and practical view of how marketing continues to adapt to digital and cultural transformations. This edited volume originated from the International Conference Marketing Communication 2025 (ICMC), organised by Mudra Institute of Communications, Ahmedabad, India.
Contents
Chapter 1: Brand Engagement Through Augmented Reality And Extended Reality.- Chapter 2: Unlocking the Power of Augmented Reality How AR Boosts Consumer Engagement and Purchase Intentions in Beauty E Commerce amid Perceived Risk.- Chapter 3: The Role of Immersive Technologies in Contemporary Luxury Consumer Behavior The Conceptual Framework & Research Agenda.- Chapter 4: Visualizing Cold Uncovering the Sensory Visual Cues that Convey Coldness in Images.- Chapter 5: Semiotic Codes and Brand Loyalty Leveraging AI to Predict and Influence Consumer Behavior.- Chapter 6: Artificial Intelligence in Marketing Crisis Communication through a Socio Technical System Perspective.- Chapter 7: Generative AI and Insurance Critical Determinants for Adoption Intention.- Chapter 8: Engagement of Visually Impaired with Chat GPT Exploring their lived experiences with assistive technology.- Chapter 9: AI Enabled Creative Marketing for Eco Friendly Campaigns.- Chapter 10: The Evolving Landscape of Digital Marketing Job Outlook and Future Trends.- Chapter 11: Politics of Gendered Beauty Misrepresentations in Global Cosmetic Branding Analysing the Discourses through Feminist and Social Constructivist Approaches.- Chapter 12: Cinematic Cultural Products The Role of Hindi Films in Nation Building and Audience Engagement.- Chapter 13: Towards the Understanding of Vibe Marketing The Conceptualization and Conceptual Framework.- Chapter 14: The Untapped Potential Addressing Marketing Constraints in Dhenkanal Cashew Production.- Chapter 15: Variability Driven Consumer Segmentation VDCS Framework A Novel and Dynamic Consumer Segmentation Framework Using Real Time Data.
