Speaking Youth to Power

Arumugam T., Shahul Hameed S., Priyanshu D., Prajith P.K., Krishnaraj R.

This chapter examines how AI affects digital marketing and customer behavior. This article examines how technical aspects of modern technology affect digital marketing, taking into account new product and market analysis and customer preferences. Artificial Intelligence gives computers human-like intelligence. Humans can execute brain-like cognitive tasks. AI has advanced and is now used in practically every facet of life. It works with digital marketing to help organizations contact the right customers at the right time. AI speeds up customer understanding, increasing sales and revenue for businesses. Digital marketing uses Big Data analysis, machine learning, and sector-specific customer insights to use AI. India has the most Facebook users, 280 million. Indian Instagram users rank second. Indian smartphone sales are rising and luring middle-class buyers. Future projections predict millions of consumers. These analytics have changed how marketers create digital marketing strategies and business portfolios depending on market offerings and services.

Venkateswaran P.S., Lishmah Dominic M., Tumma S., Singh S., Kem D., Rahila J.

The study's goal is to determine how social media influences consumer purchasing decisions and investigate the issue of counterfeit reviews and endorsements. Information from a survey investigates how social media platforms such as Facebook, Instagram, Twitter, YouTube, and LinkedIn influence consumer behaviour. Despite the prevalence of false reviews in the information interface that consumers peruse, there is a lack of research to understand the role of fake reviews in the online purchase process. Consequently, the objective of this paper is to investigate the modifications in consumers' online purchase intentions that occur as a result of reading false evaluations in various scenarios. For products with a high level of brand recognition, false reviews do not influence consumers' purchase intentions. Conversely, for products with a low level of brand recognition, the degree of fakeness in the reviews decreases consumers' purchase intentions. Deceptive reviews and endorsements present a significant obstacle.

Chellappa R., Ben Hamida A.G., Nair J.R., Suresh R.V., Sreerekha U., Pappa D.C.

E-commerce has brought about a tremendous transformation in several industries, including the tourist business. This abstract investigates the profound influence of e-commerce on the tourist industry, analyzing its advantages, difficulties, and future possibilities. Incorporating e-commerce platforms has optimized processes, improved consumer experiences, and created fresh opportunities for marketing and sales. Travellers can now easily book flights, lodgings, and tour packages via Internet platforms, enhancing convenience and consumer contentment. In addition, e-commerce has facilitated the expansion of tourist firms to a worldwide customer base, enhanced pricing tactics via dynamic pricing models, and collected vital consumer data to provide personalized services. However, the implementation of e-commerce in the tourist sector encounters certain obstacles despite its benefits. These include cyber security risks,

Shenbagavalli T., Deepak D., Vijayarani S., Kulkarni S., Ramya S.

This chapter analyses the impact of artificial intelligence on marketing strategies, customer engagement, and market knowledge. First, we discuss the historical background of applying AI in marketing and then discuss how these technologies are integrated into traditional marketing approaches. This makes it easy for any marketer to understand and consequently pursue various tasks AI facilitates to understand their audience market better. Such uses span from NLP to personalised recommendations and even prediction. The chapter highlights AI's benefits in marketing, including precision, customer experience, and real-time data processing. It also considers the challenges and ethical concerns of using AI, such as algorithmic bias and privacy concerns. We highlight the most efficient AI marketing techniques and briefly summarise insights from perceptive case studies and examples of the best companies. This article will also discuss how AI marketing will build and expand in the future and other aspects, such as new technologies that may arrive and revolutionise the marketing industry.

Rejitha R., Jayalakshmi G.

An increasingly important factor of brand building in the modern marketplace is trust. To this end, the study tested different trust-building strategies and examined their influence on customer retention and advocacy. The sample consisted of 500 customers across industries surveyed to measure outcomes affecting brand trust and resultant loyalty behaviors through a broad mixed-method design. The statistical techniques used to analyse the quantitative data helped segregate significant trust factors most relevant for loyalty. In contrast, qualitative findings provided a deep perspective of customer experiences and expectations. Results show a positive and strong association between brand trust and market loyalty, which underlines that efforts to build or reinforce this relationship foster customer retention and advocacy among individuals in the Brazilian context. The analysis further identifies sector-specific differences that emphasise that the trust-loyalty relationship is moderated by the environment from which it operates.

Shaikh I.A., Shanmugha Priya P., Sivakamy V., Vinayachandran V., Shihabudheen N., Rajasekaran G.

The review underscores the evolving nature of consumer preferences and expectations, driven by technological advancements, urbanization, and changing lifestyles. The authors meticulously analyze existing literature, presenting a synthesis of key findings, design frameworks, and research agendas. By examining a broad spectrum of academic publications, this review identifies key trends, methodologies, and thematic areas that have shaped the evolution of e-commerce research. The study encompasses peer-reviewed journal articles, conference papers, and other scholarly works published between 2002 and 2023. Despite the benefits, e-commerce adoption comes with challenges, such as cyber security threats, technological obsolescence, and resistance to change within the organization. To mitigate these risks, companies must adopt comprehensive cybersecurity measures, stay updated with technological advancements, and foster a culture of continuous improvement and innovation.

Raj K.B., Sreenivasa Murthy S., Avadhanam P.K., Muthulakshmi P., Mohana Krishna I., Elayaraja C.

The rapid evolution of the Internet and electronic commerce (e-commerce) has significantly transformed the global financial landscape, presenting challenges and opportunities for the banking industry. This abstract explores the requirements and opportunities associated with developing and implementing new payment systems leveraging the Internet—the challenges and opportunities presented by the rise of internet-based payment systems within the banking sector. The statement of the problem highlights the need for banks to adapt to the rapid growth of electronic commerce and the increasing demand for secure, efficient, and user-friendly online payment solutions. It underscores the importance of addressing security concerns, regulatory compliance, and integrating new technologies to meet customer expectations and maintain competitive advantage in a digitally transforming financial landscape.

Venkateswaran P.S., Arun B., Byloppilly R., Rameshkkumar S.R., Reddy M.S.

The chapter shows how worldwide presence increases brand scrutiny. Online reviews, social media presence, and ethical practices influence brand reputation and purchasing decisions worldwide. Reputation builds trust and loyalty, driving repeat business and favourable word-of-mouth across varied marketplaces. A positive brand image helps organisations weather crises and minimise reputational damage. This improves the employer brand, attracting top people in a competitive worldwide market. Beyond customer benefits, a good reputation boosts investor confidence and lets brands influence positive change. Positive brand perception drives loyal customer online advocacy, increasing brand reach and influence in the digital era. Global brands may thrive in the complicated and linked global market by prioritising brand reputation management and building trust, loyalty, and advocacy. Global consumers now investigate brands online before buying.

Selvan B., Kumar T.V., Rawat T., Soni P., Thomas S., Velavan P.

Adapting to e-commerce change involves multiple approaches. Strategic planning, organisational restructuring, personnel training, customer experience improvement, operations optimisation, security and compliance, and market adaptation are included. By tackling these areas thoroughly, firms can overcome e-commerce adoption obstacles and use its benefits to expand and compete in the digital age. Industry, market circumstances, and leadership vision affect e-commerce adoption across organisations. As e-commerce evolves, organisations' cultural traits reflect their digital technology adoption and integration. Leaders inspire creativity and risk-taking, allowing teams to explore digital solutions and new business models. Online business is complicated, thus the company emphasises learning and adapting. E-commerce initiatives foster agility and flexibility. Digital technologies improve processes and consumer experiences, helping companies adapt to market changes.

Hemavathi M., Rushit Gnanaroy E., Malar G.S.

This chapter delves into the transformative impact of Augmented Reality (AR) on the e-commerce cosmetics industry in India. AR technology revolutionizes consumer engagement by offering immersive virtual try-on experiences, enabling real-time product visualization, and empowering informed purchasing decisions. It strengthens brand connections through advanced algorithms that provide personalized beauty recommendations and skincare analyses, enhancing consumer satisfaction and optimizing beauty routines via virtual consultations. Furthermore, AR reshapes cosmetic retailing by delivering interactive tutorials and educational content, fostering deeper consumer-brand interactions, and building a sense of community among users. This technology bridges the gap between the physical and digital realms, allowing brands to innovate and redefine product discovery and experience. The chapter explores AR's effectiveness in boosting consumer engagement, trust, and loyalty and examines the role of personalized recommendations and interactive features in shaping purchasing behavior in India.

Raaj V.K., Senthil Kumar B., Tumma S.

Social media platforms are essential for organisations to reach their audiences and succeed online. This study describes and critiques social media methods for attracting middle-aged clients for start-ups. New entrepreneurs face social media obstacles when building brand awareness in a saturated market. This study analyses survey data and an online focus group to understand middle-aged customers' expectations, interests, and behaviour across SNS. The current study surveys and interviews middle-aged consumers to determine how they react to marketing messages and methods. It also analyses successful start-ups. The goals include assessing the relevance of certain social media, establishing how content affects customer response, and determining customer community involvement to develop trust and loyalty among middle-aged customers. This research offers practical advice for start-ups using social media marketing to improve customer interactions with middle-aged customers and grow their business.

Venkateswaran P.S., Lishmah Dominic M., Kem D., Viswanathan N.S., Kashyap A.K., Rameshkkumar S.R., Sivakani R.

Text mining is crucial in extracting valuable insights from unstructured text data, such as emails, social media posts, and consumer comments. By analyzing large datasets, organizations can uncover hidden patterns and trends that provide actionable business intelligence. This process involves several key steps, including data cleaning to remove irrelevant information, identifying significant keywords that highlight important themes, and structuring the data in a way that facilitates analysis. In marketing analytics, business intelligence derived from text mining enables informed decision-making based on detailed consumer insights. Detecting fake reviews across various platforms and industries is particularly critical today. Methods for identifying counterfeit feedback involve examining corporate achievements, understanding customer purchasing behaviours, managing brand perception, and utilizing emotional intelligence to gauge authenticity.

Syed Z., Okegbola O., Akiotu C.A.

This chapter explores the transformative potential of Artificial Intelligence (AI) and Machine Learning (ML) in enhancing regulatory compliance within financial institutions. Following the 2008 financial crisis, increased regulation has driven the need for advanced solutions. AI and ML, integrated into Regulatory Technology (RegTech), offer significant benefits, including improved efficiency, reduced compliance costs, and enhanced risk management. This paper examines the application of RegTech tools in processing large datasets, identifying patterns, and predicting regulatory challenges. It also addresses the challenges associated with AI and ML, such as overfitting, decision-making opacity, and legal implications. Ultimately, AI and ML are critical to the future of regulatory compliance, offering financial institutions a path to more efficient adherence to complex regulations.

Yun W.S., Pinjaman S.B., Nipo D.T., Gulabdin S.B.

The emergence of digital technology has help business to grow, thrive, innovate and resolve obstacles in sustaining their operation development. The Malaysian Government has been proactive in implementing various initiatives to embrace digital transformation across different sectors. To extend the knowledge within the literature, this book chapter intends to identify the factors that contribute to the digital transformation in Malaysia. While digital transformation may seems to be the answer to a more sustainable development growth, however there are still challenge remains. Besides that, this book literature will also examine the government policies that has been implemented by the Malaysia Government in support of the digital transformation. The knowledge finding from this book chapter will help to ensure that the benefits of the digital transformation can be delivered to all sectors and help policy makers to devise new policies that can assists all businesses to transform their operation digitally.

Aka D.C.

This study aims to examine the effects of the use of blockchain technology in production on the motivation to switch to a circular economy (CE). Additionally, the study aims to assess the significance of blockchain technology's impacts on businesses, with a focus on CE initiatives. In this context, thirty-five managers from seven companies in Turkey's automotive subindustry were interviewed, and the criteria were evaluated by seven expert groups. Considering the presence of different groups and high uncertainty, the Q-Rung Orthopair fuzzy set was used. The study findings reveal that the primary factors driving circular economy motivation are “waste management,” “information sharing and enhanced cooperation among supply chain stakeholders,” and “operating costs,” in that order. The article explores blockchain as a promising technology to facilitate the circular economy process. This study is expected to enrich the circular economy literature and be a road map for automotive supplier industry manufacturers in developing countries.