Proceedings of the 12th AIM-AMA Sheth Foundation Doctoral Consortium & International Marketing Conference 2025 (IMCDC 2025)
Conference: 12th AIM-AMA Sheth Foundation Doctoral Consortium & International Marketing Conference 2025 (IMCDC 2025)
Date: 15-18 July 2025
Location: Gurugram, India (Offline)
Website: https://www.mdi.ac.in/events/12th-aim-ama-sheth-foundation-doctoral-consortium-and-international-marketing-conference-2025 It gives us great pleasure to present the Proceedings of the 12th AIM-AMA Sheth Foundation Doctoral Consortium and International Marketing Conference 2025, hosted at MDI Gurgaon from July 15–18, 2025. The event brought together a diverse community of doctoral scholars, faculty, researchers, industry practitioners, and thought leaders, united by the central theme: “The Future of Marketing in a Virtual Borderless World.” The Doctoral Consortium created an enriching platform for emerging scholars to present their research ideas, engage with senior academicians, receive structured feedback, and strengthen their scholarly trajectories. Complementing this, the International Marketing Conference provided an avenue for established and early-career researchers to showcase empirical, conceptual, and methodological contributions across contemporary areas of marketing. The papers featured in this volume reflect the intellectual depth and diversity of discussions at the conference. They explore wide-ranging areas including digital and social-media marketing, AI-driven customer insights, consumer behavior, branding, sustainability, analytics, cross-border commerce, and transformative marketing. Together, these contributions highlight the evolving landscape of marketing theory and practice in an interconnected digital world. This proceedings book includes 20 selected papers from the conference. These papers cover a range of topics including but not limited to the areas of 1. Artificial Intelligence and Technology Adoption
2. Digital Marketing and Social-Media
3. Product and Brand Management
4. Service Marketing and Customer Experience
5. Marketing in Emerging Countries – Marketing Strategy, Theory and Practice
6. Sustainability and Ethical Marketing
7. Tourism and Cross-Culture Marketing
8. B2B Marketing and Supply-Chain Management These full papers, as presented during the conference, offer richer detail for academic and practitioner audiences seeking deeper insights. We extend our sincere appreciation to all presenters, authors, reviewers, speakers, session chairs, and members of the organizing committee for their invaluable commitment. We also thank AIMAMA Sheth Foundation for their continued support in fostering high-quality marketing scholarship. We hope this volume serves as a meaningful knowledge resource and encourages further collaboration and research in the global marketing community. Kirti Sharma
Shiv S Tripathi
Neetu Yadav December 08, 2025
Gurugram, India
Date: 15-18 July 2025
Location: Gurugram, India (Offline)
Website: https://www.mdi.ac.in/events/12th-aim-ama-sheth-foundation-doctoral-consortium-and-international-marketing-conference-2025 It gives us great pleasure to present the Proceedings of the 12th AIM-AMA Sheth Foundation Doctoral Consortium and International Marketing Conference 2025, hosted at MDI Gurgaon from July 15–18, 2025. The event brought together a diverse community of doctoral scholars, faculty, researchers, industry practitioners, and thought leaders, united by the central theme: “The Future of Marketing in a Virtual Borderless World.” The Doctoral Consortium created an enriching platform for emerging scholars to present their research ideas, engage with senior academicians, receive structured feedback, and strengthen their scholarly trajectories. Complementing this, the International Marketing Conference provided an avenue for established and early-career researchers to showcase empirical, conceptual, and methodological contributions across contemporary areas of marketing. The papers featured in this volume reflect the intellectual depth and diversity of discussions at the conference. They explore wide-ranging areas including digital and social-media marketing, AI-driven customer insights, consumer behavior, branding, sustainability, analytics, cross-border commerce, and transformative marketing. Together, these contributions highlight the evolving landscape of marketing theory and practice in an interconnected digital world. This proceedings book includes 20 selected papers from the conference. These papers cover a range of topics including but not limited to the areas of 1. Artificial Intelligence and Technology Adoption
2. Digital Marketing and Social-Media
3. Product and Brand Management
4. Service Marketing and Customer Experience
5. Marketing in Emerging Countries – Marketing Strategy, Theory and Practice
6. Sustainability and Ethical Marketing
7. Tourism and Cross-Culture Marketing
8. B2B Marketing and Supply-Chain Management These full papers, as presented during the conference, offer richer detail for academic and practitioner audiences seeking deeper insights. We extend our sincere appreciation to all presenters, authors, reviewers, speakers, session chairs, and members of the organizing committee for their invaluable commitment. We also thank AIMAMA Sheth Foundation for their continued support in fostering high-quality marketing scholarship. We hope this volume serves as a meaningful knowledge resource and encourages further collaboration and research in the global marketing community. Kirti Sharma
Shiv S Tripathi
Neetu Yadav December 08, 2025
Gurugram, India