Abstract The rapid integration of artificial intelligence (AI) and digital marketing tools has fundamentally altered how small and medium enterprises (SMEs) construct and communicate their…
ABSTRACT The discourse on responsible marketing and sustainability communication has been disproportionately shaped by Western corporate contexts, leaving a significant theoretical gap regarding how brands…
In today’s digital economy, consumers increasingly expect brands to stand for more than profit. Sustainability, ethical business practices, transparency, and social impact have become central…
The relationship between luxury and sustainability was once perceived as contradictory. Luxury traditionally symbolised exclusivity, excess, and aspirational consumption, while sustainability emphasised environmental responsibility, ethical…
The rapid growth of India’s digital economy has transformed e-commerce into one of the country’s most influential consumer ecosystems. Platforms such as Amazon, Flipkart, Nykaa,…
The digital marketing landscape is undergoing a profound transformation with the rapid rise of artificial intelligence (AI)-generated influencers. From hyper-realistic virtual fashion models to AI-powered…
