Marketing in the Digital Age

Edited by Varsha Jain (), Githa S. Heggde (), Russell Belk () and George Spais ()

in Springer Books from Springer

Date: 2026
ISBN: 978-981-95-6509-2
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Chapters in this book:

Consumer Involvement in the Digital Era Classical Insights and AI Applications in India

Belur Baxi and Harikrishan Chaurasiya

Consumer Responses to Influencer Marketing: Does Mindfulness Lead to Mindful Consumption?

Abhijeet Chitalkar and Preetha Menon

Travel 2.0: The Role of Cognition and Affect in Consumer-to-Consumer (C2C) Travel Influence

Neha Yadav and Sanjeev Verma

The Hungry Calls: The Influence of Push Notification on Impulse Buying from Food Delivery Apps

Rashi Goplani

Let’s Talk Money: The Role of Fin-Influencers in Shaping Genz’s Investment Willingness

Divya Soni

Fall-Out to Building Reputation: Leveraging Social Media Influencers in Managing Brand Crisis

Kush Mehta, Parth Salunke and Varsha Jain

How Online Brand Communities Affect Consumer Engagement

Prutha Shah and Varsha Jain

From Crafting Moments to Marketing: The Conceptualization and Conceptual Framework of Moment Marketing

Kush Mehta and Varsha Jain

Advertising of CSR Activities and Its Impact on Brand Equity: A Study of FMCG Sector in India

Anshul Garg, Sarvesh Rahate and Hetali Parmar

Effects of Sustainable Marketing Practices on Consumer Buying Behaviour in Quick-Commerce

Yashi Gupta, Shreejita Majumder, Yashasvi Shukla, Shaphali Gupta and Rushabh Trivedi

Consumer Data Privacy on User-Created Content – Designing Consumer Personas to Privacy Concern

Khyati Jagani and Sanjuktha Vikram

Posts, Privacy, and Plight – Investigating Ethical Boundaries of Consumer Data Usage for AI Training

Khyati Jagani and Sanjuktha Vikram

The Impact of Marketing Analytics on Business Performance: Navigating Consumer Insights and Ethical Considerations

Aman Dwivedi, Shagun Rana and Sahil Jain

The Impact of Heatmap Metrics on Consumer Decision-Making in Metaverse Fashion Spaces

Reshmi Manna, Ankit Singh and Kirtika Chetia

Impact of Online Food Aggregator (OFA) Loyalty Programs on Customer Loyalty: An Empirical Study

Somnath Mandal, Mrinmoy Bhattacharjee, Swarnava Sengupta and G. S. Pradeep Ghantasala

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DOI: 10.1007/978-981-95-6509-2

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