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Learning Resource Centre Monthly Bulletin |
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Learning Resource Centre Monthly Bulletin |
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| New Books |
 EBook : MK 227 Ultimate Guide to Influencer Marketing By Stephanie Garcia;Eric Butow |  EBook : MK 228 Marketing Socialmente Responsable. By Rivero Gutiérrez, Lourdes (Coordinador);Plaza Cas |  EBook : MK 229 Market Your Business By Jeanette Maw McMurtry |
| Click Here to learn about the Recent Books added to our collection on different topics of Management. |
| Articles |
| Impact of Artificial Intelligence in Digital Marketing on Students` Psychology Seeking University Admissions. By Dalavi, Pradnya;Waghmare, Ganesh;Khedkar, Ravindra Advances in Consumer Research. Apr2026, Vol. 3 Issue 4, p739-752. 14p. Abstract :Digital marketing methodologies supported by AI are altering how universities connect with prospective students. This research investigates the impact of Artificial Intelligence (AI) in Marketing, particularly for students seeking admission to universities in Pune, India. We aim to understand how psychological factors are impacted through the use of Artificial Intelligence in Digital Marketing Strategies, including but not limited to targeted advertisements, chatbots, predictive analytics, and/or personalized recommendation systems, on the decision-making process of students, perceptions of University Brands, and emotional connections they form with their selected University. Based on this, it is hypothesized that AI-driven personalized advertising and chatbots significantly increase students` trust and perceptions of university accessibility, as well as the use of predictive analytics, thereby creating a stronger emotional connection. The study also examines how students perceive these new AI-based digital marketing techniques across various demographic factors (age, course of study, and prior exposure to AI Technology). It will also consider challenges that may arise from over-reliance on AI in digital marketing, which could erode trust and undermine the credibility of the digital marketer. Ultimately, the findings of this research provide actionable insights for universities that can lead to improvements in how they develop AI-based marketing strategies that take into account the emotional and psychological needs of prospective students. [ABSTRACT FROM AUTHOR] | |||
| The persuasion cues that make video advertising go viral: a conceptual replication and extension comparing viral vs. Non-viral advertising. By Fernandes, Juliana;Segev, Sigal Journal of Marketing Communications. Apr2026, Vol. 32 Issue 3, p282-308. 27p. Abstract :This study is a conceptual replication and extension of Segev and Fernandes (2023). Building on the Elaboration Likelihood Model (ELM) that highlights the role of peripheral and central ad cues, this research explores the executional features of viral and non-viral ads. Findings from a quantitative content analysis of 684 video ads shared online show differences between the two types of ad categories in terms of the ads` objective, length, and their use of peripheral over central cues. The purpose of viral ads is primarily to promote a specific image for the advertised brand rather than provide information and they are longer than 60 seconds. Viral ads include more emotional appeals while non-viral ads include more rational appeals. Differences were also shown in the use of other executional cues such as celebrities and popular music, as well as the inclusion of weak vs. strong arguments. As video advertising is a cost-effective strategy for brands to spread their messages and gain traffic faster than traditional paid advertising, this study provides empirical guidance for advertisers about the executional components that characterize viral and non-viral ads, which can inform the design process of video ads based on their intended strategic objectives. [ABSTRACT FROM AUTHOR] | |||
| An Empirical Analysis of the Impact of Digital Marketing on Customer Engagement and Brand Loyalty in the Indian Market. By Kumar, Deepak;Srivastava, Ankita;Srivastava, Neha;Sinha, Anand Kumar;Siddiqui, Ayesha Advances in Consumer Research. Feb2026, Vol. 3 Issue 2, p1308-1314. 7p Abstract :The fast adoption of digital technology has radically altered the marketing behavior of all the world especially in the emerging economies like India. This paper is a case study of the effect of digital marketing practices on customer engagement and brand loyalty in the Indian market. As the use of smartphones and low cost internet links and high usage of social media sites spread, Indian consumers are engaging with brands on a digital level. The study explores the role of social media marketing, content marketing, email campaigns, influencer collaboration, and search engine optimization and the role of this in customer engagement and consequently in brand loyalty. The study adopted a quantitative research design through the use of the structured questionnaires that were distributed among 350 consumers in India with various demographic profiles. The association between the dimensions of digital marketing, customer engagement, and brand loyalty were assessed with the help of statistical tools such as correlation analysis, regression analysis, and structural equation modeling. The results indicate that there is a strong positive correlation between the activities performed by digital marketers and customer engagement that ultimately is strongly linked to brand loyalty. Interaction on social media and personalized content became the most powerful. In practical terms, the research makes an insight as to what the Indian marketers should do to maximize online strategies to maintain a long-term customer relationship. Nevertheless, the study is constrained by its use of self-report information, as well as focusing on urban consumers. Future studies can cover longitudinal studies, rural market behaviour, and introduction of the new technologies like AI-powered personalisation and immersive marketing to further develop the knowledge base. [ABSTRACT FROM AUTHOR] | |||
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| News |
| India has 500 million gamers. Advertisers are still figuring out how to reach them By The Economic Times; Jun 1 2026 |
| Delhi High Courts pathbreaking ruling on Google keyword advertising By The Hindu; May 31 2026 |
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