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.
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.
Varsha Jain, Professor of Marketing, ESSCA France, is Deputy Editor of the Journal of Consumer Behaviour and Associate Editor at three A journals. She has received awards, chaired global conferences, and published over 145 papers including leading A* and A journals.
Githa Heggde, Dean at MICA, holds a Ph.D. in Management from Bharathiar University. With over 30 years of academic, consulting, and industry experience, she has led top business schools, guided institutional turnarounds, contributed to government initiatives, consulted corporates, and published research and books in marketing and supply chain management. Russel Belk's research explores the meanings of possessions, collecting, gift-giving, sharing, and materialism. His work is often cultural, visual, qualitative, and interpretive. By examining how possessions hold meaning after acquisition and how cultures view consumption, he believes we gain deeper insights into how people define themselves through what they desire, own, and use. George Spais is an adjunct faculty member at the Hellenic Open University. His expertise includes promotion management, digital marketing, and marketing education. His research is widely published in scholarly journals of marketing, and he worked extensively as marketing consultant and serves as editor for several major marketing journals.
