Prelims

Half Title Page

Digital Influence on Consumer Habits

Title Page

Digital Influence on Consumer Habits: Marketing Challenges and Opportunities

EDITED BY

NRIPENDRA SINGH

Pennsylvania Western University, USA

POOJA KANSRA

Lovely Professional University, India

and

S. L. GUPTA

BIT Noida Campus, India

United Kingdom – North America – Japan – India – Malaysia – China

Copyright Page

Emerald Publishing Limited

Emerald Publishing, Floor 5, Northspring, 21-23 Wellington Street, Leeds LS1 4DL.

First edition 2024

Editorial Matter and Selection © 2024 Nripendra Singh, Pooja Kansra and S. L. Gupta.

Individual chapters © 2024 The authors.

Published under exclusive licence by Emerald Publishing Limited.

Reprints and permissions service

Contact: www.copyright.com

No part of this book may be reproduced, stored in a retrieval system, transmitted in any form or by any means electronic, mechanical, photocopying, recording or otherwise without either the prior written permission of the publisher or a licence permitting restricted copying issued in the UK by The Copyright Licensing Agency and in the USA by The Copyright Clearance Center. Any opinions expressed in the chapters are those of the authors. Whilst Emerald makes every effort to ensure the quality and accuracy of its content, Emerald makes no representation implied or otherwise, as to the chapters’ suitability and application and disclaims any warranties, express or implied, to their use.

British Library Cataloguing in Publication Data

A catalogue record for this book is available from the British Library

ISBN: 978-1-80455-343-5 (Print)

ISBN: 978-1-80455-342-8 (Online)

ISBN: 978-1-80455-344-2 (Epub)

Contents

List of Figures and Tables

Figures

Tables

About the Contributors

Vedica Awasthi is a Research Scholar at Mittal School of Business, Lovely Professional University, Punjab, India. Her research domain is Economics (Health Economics). She completed her Master’s degree from Central University of Himachal Pradesh in Economics. Vedica has published papers so far in ABDC (B category) and UGC care journal. She has participated in and presented papers at several national and international conferences. Her areas of interest include economics, health economics, and blockchain. She has two copyrights from the Government of India. She can be contacted at awasthivedica05@gmail.com.

Dr Amit Kumar Bhardwaj has more than 12 years of experience in teaching and serving as an Associate Professor at LM Thapar School of Management, Thapar Institute of Engineering Technology since 2008. He has developed and delivered more than 20 subjects related to data analytics, digital marketing, networking, and information systems. He also served in Thapar Institute of Engineering & Technology for 8 years as System Analyst cum Programmer from February 2000 to July 2008, where he has conducted many summer workshops to make people skilled in the domain of information technology.

Ujjal Bhuyan, born in the year 1992 in the district of Dibrugarh, Assam. He received his PhD degree in the year 2023 from Dibrugarh University, Assam. He is currently working in the position of Assistant Professor in the Dept. of Commerce, Jagannath Barooah State University, Jorhat, Assam. He has a keen interest in the field of digital marketing and entrepreneurship. He has published several papers in reputed journals and also presented papers at international and national conferences to his name. Presently, he also has two PhD scholars under his supervision.

Sabelo Chizwina, PhD, is currently a Director responsible for Information and Learning Services at North-West University Library and Information Services in South Africa. He holds a Bachelor of Information Science Honours Degree (University of Pretoria), a Master’s in Information Science (University of Pretoria), a Master’s in Education with specialization in ICT (University of Cape Town), and a PhD in Information Science (University of South Africa). He is an emerging researcher with interests in fields such as the use of Artificial Intelligence in teaching and learning, the use of social media, and embedded librarianship.

Karawita Dasanayakage Dilmi Umayanchana Dasanayaka is a Graduate of the Department of Marketing Management, Faculty of Management Studies, Sabaragamuwa University of Sri Lanka.

Prof (Dr) Narayanage Jayantha Dewasiri is a Professor attached to the Department of Accountancy and Finance, Sabaragamuwa University of Sri Lanka. He currently serves as the Brand Ambassador at Emerald Publishing, UK, and the Vice President of the Sri Lanka Institute of Marketing. He is a pioneer in applying triangulation research approaches in the management discipline. He serves as the Co-Editors-in-Chief of the South Asian Journal of Marketing published by Emerald Publishing, Managing Editor of the South Asian Journal of Tourism and Hospitality published by the Faculty of Management Studies, Sabaragamuwa University of Sri Lanka.

Zahid Hussain is from Pakistan. Hussain has a Bachelor’s degree in Marketing from Shaheed Benazir Bhutto University, Nawabshah, Pakistan. Hussain is currently pursuing Postgraduate in Marketing from Khadim Hussain Shah Institute of Technology (KASBIT), Karachi. Hussain has several research publications in national and international journals. Hussain has presented papers at several national and international conferences.

Divaries C. Jaravaza, PhD, is a Full-Time Lecturer at Bindura University of Science Education in the Department of Marketing. He has published in peer-reviewed journals inter alia: Journal of Consumer Behaviour, International Journal of Pharmaceutical and Healthcare Marketing, Journal of Transport and Supply Chain Management, Cogent Journals in Business Management, Public Health, Social Sciences, Engineering and Education and has reviewed more than 10 articles for Scopus, KCI, and DOAJ indexed journals. His research interests are in social and healthcare marketing, entrepreneurship, branding and technology in marketing, transformative consumer research, and subsistence marketplaces.

Dulakith Jasinghe is a Senior Lecturer (Grade I) in the Department of Marketing Management at the Faculty of Management Studies, Sabaragamuwa University of Sri Lanka. Additionally, he holds the position of Director at the Centre for Open and Distance Learning within the University. Jasinghe also has a distinguished tenure as a former Dean of the Faculty of Management Studies at the Sabaragamuwa University of Sri Lanka.

Dr Henry Jonathan has PhD in Environmental Sciences with specialization in the health, safety, and environment field and has experience in research guidance and supervision of dissertation projects for master’s and bachelor’s students. He holds memberships with professional bodies like IOSH and OSHA. In addition, he holds many certificate courses and accreditations in HSE from leading institutions and is a Lead Auditor in EMS ISO 14001:2015. He worked with international organizations like World Bank, WWF in various capacities and projects in the Asia region. He is a reviewer for many international journals and has reviewed and published research papers on various topics. He has published many editorial book chapters, newsletter articles, and chapters with leading international publishers. He has working knowledge in preparing academic policies and reports related to the administration and execution of functionalities.

Dr Tanveer Kajla is an Engineering Graduate with Doctorate in Tourism Analytics, presently working at NALSAR University of Law, Hyderabad, India. He worked as Assistant Professor at Lovely Professional University. Prior to that he also worked as Research Associate under the ICSSR-IMPRESS Major Project. He has published and presented papers in globally acclaimed conferences and journals. He has been instrumental in delivering expert talks on subjects like Business Analytics, Big Data Analytics, R, and Hadoop in academic institutions. His area of research includes Social Network Analysis, Sentiment Analysis, Twitter and Facebook analysis, and Text Classification.

Agripah Kandiero, PhD, is currently the Director General of Instituto Superior Mutasa (ISMU) in Mozambique and is leading a project for the creation of the Mozambique Institute of Technology (MIT). He holds the following qualifications: BSc Computer Science & Statistics double major (University of Zimbabwe); Honours in Information Systems (University of South Africa); MBA (University of Zimbabwe); MSc Computer Science (WIU, USA), MEd ICTs in Education (University of Cape Town, RSA); PhD Educational Information Technology (University of the Witwatersrand, RSA).

Pooja Kansra is presently working as a Professor and Head of Economics at Mittal School of Business, Lovely Professional University, Phagwara, Punjab (India). She has a teaching experience of 14 years. Her areas of research include health economics, labor economics, gender economics, insurance and informal sector, and digitalization. She is an avid researcher and has presented papers at various national and international conferences. She is the recipient of several best paper awards from reputed institutions such as MAIMS, IBS, NIT Srinagar, Delhi University, and Lovely Professional University. She has to her credit various research papers published in Scopus indexed journals including Journal of Consumer Behavior (Wiley, ABDC A category), Economic and Political Weekly (EPW), and Journal of Health Management (Sage Publications). Global Business Review (Sage Publications), International Journal of Diabetes in Developing Countries (Springer Publications), Health and Population: Perspectives and Issues (MOHFW), etc.

Ngonidzashe Katsamba is a Digital Leader and has over 15 years of working experience with different brands in different sectors across Africa. Ngoni has helped in launching different brands, and facilitated digital transformation in different organizations across the continent. He holds the following qualifications, HBBS Business Studies Marketing (University of Zimbabwe), Advanced Diploma in Telecommunications and Digital Networks Engineering (City & Guilds – London), Diploma in Marketing Management (Chartered Institute of Marketing – London), Diploma in Digital Marketing Leadership (Google – London), and Master’s in Business Administration (Africa University).

Shad Ahmad Khan, PhD, is serving as Program Chair of Business Administration and Assistant Professor at the College of Business, University of Buraimi in the Sultanate of Oman. He has a Doctorate in Electronic Marketing from the Faculty of Management Studies and Research, Aligarh Muslim University. He is an active researcher who has professional strength in the area of Business Management and Marketing. He has vast experience in organizing international events like conferences and seminars. His areas of interest are data sciences, green practices, entrepreneurship, administration sciences, and marketing.

Shad Ahmad Khan is serving as Program Chair of Business Administration & Assistant Professor at the College of Business, University of Buraimi in the Sultanate of Oman. He has a Doctorate in Electronic Marketing from the Faculty of Management Studies and Research, Aligarh Muslim University. He is an active researcher who has professional strength in the area of Business Management and Marketing. He has vast experience in organizing international events like conferences and seminars. His area of interest is data sciences, green practices, entrepreneurship, administration sciences, and marketing.

Prof Hesham Magd, PhD, has more than 25 years of combined experience in traditional and nontraditional higher education teaching, training, consultancy, community development, academic administration, curricula design, organizational change and development, distinguished research and scholarly writing, resulting in Honors, awards, and recognition for academic excellence and outstanding achievement. Hesham is currently heavily involved in international accreditation and reshaping aviation education in Oman and offers strategic direction on the direction of the sector. In his previous appointments throughout the world in British, European, and American oriented curricula (Middle East, USA, and UK), he has been the driving force behind strategic institutional development during the time of profound change in the Higher Education in the Middle East. Hesham has a broad knowledge of the UK, USA, Middle East University Systems, and Quality and accreditation systems (AACSB, AABI, OAAA, and NCAAA).

Godfrey Makandwa, PhD, is a Seasoned Researcher and Lecturer based at Manicaland State University of Applied Sciences (MSUAS). He is a specialist in tourism and hospitality management. His research interests are cultural-based tourism, tourism marketing, and tourism-related technologies. He has a traceable publication record with high-impact journals such as Emerald Insight and Springer International Publishing Group.

Forbes Makudza is an academic based at the University of Zimbabwe, Department of Business Enterprise and Management. He is a published academic scholar with many publications in Scopus and DOAJ-indexed journals. He published with Emerald Insight, Tylor and Francis, Springer International Publishing, Journal of Transport and Supply Chain Management, among other high-impact journals. His research interests are in digital marketing, consumer behavior, technology uptake, and alleviation of the emerging economies. He has also worked on a large-scale research project which involved 21 countries. Forbes is available for any future collaborations with any interested academic community members.

Kaneez Masoom is an Assistant Professor of Business Management at the School of Management, BBD University, Lucknow, India. Her research and publications address digital marketing and branding. She is currently working on a series of publications and conference presentations addressing digital marketing, entrepreneurship, brands, and consumer behavior. She is pursuing PhD from Khwaja Moinuddin Chishti Language University, Lucknow, India.

Dr Preeti Mehra is a Professor, specializing in Marketing with Mittal School of Business, Punjab, and has an experience of 14 years in Corporate and Teaching. She has a Doctorate from Guru Nanak Dev University, Amritsar. She is dedicated to imparting knowledge and is passionate about research and e-content development. She is an expertise in public speaking, academic instruction, and research management. She offers a history of delivering marketing advancements and developing substantial university curricula and is devoted to creating future field leaders through education and mentoring. She specializes in gesture recognition studies, and retail and services marketing studies with a focus on significantly enhancing the organizational reach and market share through the application of robust strategies, effective pricing, and excellent client relationship management. She has made a significant contribution toward research in the Journal of Rural Development, National Institute of Rural Development, and Panchayati Raj, Emerald, and Sage. She has presented her work at various international conferences held in IIM, IIT, and NITs. She has been granted several copyrights and has acted as an external trainer in a series of UGC workshops. She has working experience in the development of Institutional Learning Management Systems.

Dr Vivek Mishra is a Faculty in the area of Marketing. Having completed a PhD from KIIT School of Management, KIIT D/U Bhubaneswar, he has more than seven years of teaching and research experience coupled with over nine years of industry exposure in sales and business development. He has published impactful research papers in journals of national and international repute. His area of research interest falls in brand management and Generation Z consumer behavior research.

Paul Mukucha, PhD, is a Full-Time Lecturer at Bindura University of Science Education, in the Department of Marketing. He has a keen interest in green marketing, consumer behavior, and social marketing. He has published in several high-impact journals.

Arshi Naim is a Professor and Quality Programme Head in Business Management, KSA. She has completed her PhD in Business Management from Singhania University Rajasthan, MBA in Marketing Management from HNB University, and Economics honours from AMU, Aligarh, India. She has earned some certificates like QM peer reviewer and E-Learning expert from quality matters, US, ICDL from Australia, and certificate on digital skills and digital marketing from the UK. She is an expert in curriculum and program development, quality and accreditation process, E-learning, and Quality Matters Peer Reviewer. She has research publications in Web of Science, IEEE, ACM, and Scopus indexed journals. She has also published books with Taylor and Francis, Nova Science Publications, IGI, and Springer. She is also closely associated with international and national universities for supervising PhD students.

Sumit Oberoi is presently working as Asst. Professor at Symbiosis School of Economics, Pune (India). He is an avid researcher with a demonstrated history of working in the academic industry. His areas of interest embrace Health Economics, Systematic Literature Review (SLR), Medical Tourism, Bibliometrics Analysis, Research Methodology, International Trade, and Blockchain Technology. He has managed to publish research articles in highly indexed journals and is also the reviewer for various international journals such as International Journal of Diabetes in Developing Countries (Springer), International Journal of Emerging Markets (Emerald), International Economics (Elsevier), etc. Sumit has to his credit several best paper awards, copyright from Govt. of India, and has successfully managed to complete the introductory course on systematic review and meta-analysis from Johns Hopkins University. He can be contacted at profsumitoberoi@gmail.com

Dr Sahil Raj is an Associate Professor at the School of Management Studies at Punjabi University, Punjab, India. He is an Engineering graduate with a Doctorate in Information Systems. He has more than 15 years of experience working with MNCs like Ranbaxy, teaching business applications for Information Systems, and guiding and motivating students onto the latest, cutting-edge technologies such as big data, business intelligence, and data warehousing. Sahil has authored four books in Management Information Systems and Business Analytics with leading global publishers like Pearson and Cengage. He is an active contributor to various global editions by a few of the very renowned authors such as Laudon and Laudon, Kroenke and David, Wallance, Kendall and Kendall, Hoffer, Venktaraman, Valacich, and Evans to name a few. Dr Sahil is a regular contributor, reviewer, and presenter in many national and international journals, conferences, and editorial boards. He has been an expert speaker at various universities and institutions. His core area of research is artificial neural networks, big data analytics, strategic information systems, and artificial intelligence.

Dr Anchal Rastogi is an Associate Professor, School of Management, Babu Banarasi Das University, Lucknow, India. He has guided several PhD theses out of which three have been awarded a PhD degree. He has published papers in journals listed in UGC care and other prominent indexes. He is an active reviewer and has reviewed books, book chapters, and papers from various publishers. His area of interest is Marketing.

Mananage Shanika Hansini Rathnasiri is a Lecturer in Marketing, attached to the Department of Marketing Management, Faculty of Management Studies, Sabaragamuwa University of Sri Lanka. She also serves as an Associate Editor of the South Asian Journal of Marketing, published by Emerald Publishing, and is an Active Member of the Sri Lanka Institute of Marketing.

Jitendra Singh Rathore is an Assistant Professor at the Department of Commerce and Management – WISDOM, Banasthali Vidyapith, India. He has over 18 years of experience in both industry and academics and teaches Marketing Management, Sales and Distribution Management, and International marketing to undergraduate and postgraduate students. Before joining academics, he worked in the Banking, Financial Services, and Insurance (BFSI) sector with organizations such as Bajaj Allianz, Kotak Securities, and SBI cards in various capacities for around five years. His areas of research interest include e-commerce, sharing economy, channel and distribution management, the shopping behavior of consumers in the digital age, etc.

Aayushi Singh is currently working as an Assistant Professor at Mittal School of Business, Lovely Professional University, Punjab, India, in the domain of Marketing. She holds expertise in integrated marketing, technology adoption, and sociopsychological studies. Her work has been published in several international journals including Vision: The Journal of Business Perspective; International Journal of Social Ecology and Sustainable Development and many more. She has also written various book chapters. She has generated a model to study the impact of socio-psychological communities (LGBT) on integrated marketing campaigns and technology adoption and has generated a copyright on it (registration number: L- 117944/2022). As a researcher, she particularly enjoys collaborating with researchers and companies from various disciplines and fields to develop new skills, solve new challenges, and bridge the gap between academia and industry. Her work has been selected for presentation in various prestigious institutes like IIM Lucknow, IIM Shillong, IIM Nagpur, IIM Indore, NIT Hamirpur, and many more. She is enthusiastic about research methodology and has attended various FDPs in institutions like IIM Vishakhapatnam. During her PhD tenure, she has worked as a principal investigator on two research consultancy projects.

Prof Nripendra Singh currently serves as the Director of Research and Clarion Consulting Center within the Department of Management and Marketing at PennWest University, located in Still Hall, Room 312.

Rajita Srivastava is an experienced professional with a diversified educational background and notable managerial experience. In 2022, she received her PhD in Management from Banasthali University. She earned her MBA in Marketing from IGNOU and her MSc in Computer Science from Allahabad University. She has over 10 years of academic experience and specializes in teaching business analytics and management information systems (MIS). She is an ardent researcher and has made important contributions to the area of business and management in addition to teaching. She has five articles published in prominent international publications, demonstrating her proficiency in her chosen field. She has also presented her research results at five international conferences, helping to spread information across the academic community. Rajita Srivastava is now working as a freelancer in the area of data analytics, where she applies her knowledge in business analytics and MIS to provide significant insights and solutions. With her passion for learning, research, and problem-solving, Rajita Srivastava continues to make a positive impact in the academic and professional spheres, and her dedication to her field is an inspiration to others in the industry.

Dr Riktesh Srivastava holds a PhD in Electronics Engineering as well as management qualifications from the Indian Institute of Management in Ahmedabad (IIMA). Dr Riktesh Srivastava also holds management professional credentials from the University of Pennsylvania’s Wharton School and Nanyang Technological University in Singapore. He is Six Sigma Black Belt certified by the Six Sigma Council. He is currently an Associate Professor of MBA at City University Ajman, where he teaches courses in Management Information Systems, Statistical Quality Control, and Research Methods.

Samiksha Vyas is a dedicated research scholar currently pursuing her PhD from Banasthali Vidyapith, the world’s largest women’s residential university. Having completed her MBA from Banasthali Vidyapith, she has been deeply involved in research within the field of the sharing economy. Furthermore, experience was gained when she worked in the Forensic Department at KPMG Gurgaon. Her passion lies in exploring innovative models and mechanisms to enhance collaboration and resource utilization in this emerging domain. Her work aims to shed light on the dynamics of this emerging area, fostering sustainable and efficient practices. With an unwavering commitment to advancing knowledge, she is delighted to contribute to the academic community through her research endeavors.

W.A.I.D. Wijerathna is a Graduate of the Department of Accountancy and Finance, Faculty of Management Studies, Sabaragamuwa University of Sri Lanka.