All of the articles in this proceedings volume have been presented at the 12th AIM-AMA Sheth Foundation International Marketing Conference 2025 during 15th July, 2025 – 18th July, 2025 in Management Development Institute. These articles have been peer reviewed by the members of the Organizing Committee,...

Artificial Intelligence (AI) has become an integral part of consumer decision-making. It influences how individuals perceive and take sustainable decisions yet, its role in sustainability-oriented behavior remains underexplored. This paper conceptually extends the SEE model comprising of “Sustainable...

Artificial Intelligence (AI) has emerged to be a significant contributor in the field of finance. From algorithmic trading and robo-advisory services to fraud detection, AI-driven technologies are changing how people make financial decisions. It leads to a paradigm shift in the financial decision making....

One of the most tenacious issues confronting the world today is the degradation of environment at an alarming rate, caused by the over-use of natural resources to meet human needs. A viable solution lies in fostering a paradigm shift from the consumption of conventional to the adoption of eco-friendly...

Sustainability has become a key necessity among Micro, Small, and Medium Enterprises (MSMEs), especially in institutionally void environments where regulatory frameworks and support systems are insufficient. We use the hybrid technique of the bibliometric analysis and systematic literature review to...

This study’s goal is to look into how the rise of electric vehicles in the 4W class is affecting the automotive aftermarket. Aftermarket services refer to an automobile’s maintenance; it includes all related activities after its initial purchase and can be described as a secondary market to the automotive...

This study explores how frontline employee engagement helps consumers forgive after service failures in service firms. A systematic literature review was conducted using the PRISMA framework, covering 52 peer-reviewed articles published between 2020 and 2025 from the Scopus and Web of Science databases....

Artificial Intelligence has revolutionized multiple aspects of human life and has fundamentally changed the way we work, make decisions, communicate and solve problems. Over the years, AI has evolved to advance machine learning algorithms solving complex problems. The recent advancement in Generative...

In today’s social media–saturated landscape, young people are not just passive recipients of brand messaging—they are active storytellers, curators, and advocates who bring brands to life through their digital identities.

The increasing integration of digital healthcare solutions in India, including telemedicine, electronic health records (EHRs), and mobile health applications, has redefined patient care. However, issues surrounding digital sensitivity, particularly data privacy and cybersecurity, remain a major concern,...

The present study is empirical in nature and adopts a descriptive design. It studies the responses of 248 senior management employees of 10 MICE hotels in Delhi to analyze the impact of Artificial Intelligence based marketing strategies adopted by MICE hotels in the city of Delhi, on their performance....

While customer journeys are extensively studied in the service sector, their application within healthcare remains underexplored. This study aims to address this gap by mapping the patient journey in the context of disease-focused mHealth app adoption. Employing a mixed-method approach, we first identify...

This study explores the psychological and socio-cultural drivers of sustainable purchase intentions for Assam handloom products by extending the Theory of Planned Behavior (TPB) with constructs of Sustainable Brand Image, Perceived Authenticity, and demographic moderations. Using data from 210 purposively...

The study investigates the influence of socio-demographic factors on the financial well-being (FWB) of people in the rural regions of NCR of India, aligning with the Sustainable Development Goals (SDGs) aimed at reducing poverty (SDG 1), health and well-being (SDG 3), quality education (SDG 4), decent...

This study provides an in-depth analysis of financial-content video performance targeting NonResident Indians (NRIs), focusing on four major short-form video platforms: TikTok, Instagram Reels, Facebook Reels, and YouTube Shorts. Using an established NRI-focused content creator account with a combined...

Possessions/brands give definition to our identity. The meaning of things become even more nuanced during identity transition. In this study we examine, the impact on brand choices when consumers are at the threshold of social identity loss. This paper studies this issue using the theoretical framework...

The global packaging industry is undergoing remarkable expansion, highlighting its importance as both a functional necessity and a strategic marketing tool. This study carries out a comprehensive thematic analysis of Packaging research from 1978 to 2025. A total of 461 research papers were analyzed systematically...

Traditional lecture-and-exam approaches in social media marketing education fail to develop the practical, rapidly evolving competencies demanded by industry. This study explores the integration of Competency-Based Learning (CBL) with the 5E instructional model (Engage–Explore–Explain–Elaborate–Evaluate)...

Purpose- This study aims to empirically investigate consumer readiness scale on wearable technologies usage by consumers and service providers in emerging markets. This study investigates the consumer preferences and service providers’ preferences on consumer readiness scale. Design/Methodology/Approach-...