NOLEGEIN-Journal of Global Marketing is a peer reviewed journal and provides a platform to discuss new issues in the area of Global strategic marketing planning. The journal also seeks to advance the quality of research by publishing papers introducing or elaborating on Global competitive strategy and Global strategic alliances. It's a biannual journal, started in 2018.
MBA Journals (Consortium eLearning Network Pvt Ltd)
A Study on Customer Perception towards Chatbot-unable CustomerServices: An Empirical Study of Service Effectiveness andSatisfaction
Chatbots have become an integral part of digital customer service strategies across banking, e-commerce, telecommunications, and hospitality. While organizations increasingly adopt AI-based conversational agents to reduce cost and improve responsiveness, the ultimate success of such systems depends on how customers perceive and accept them. This study examines customer perception towards chatbot-based customer services, with specific objectives of analyzing customer satisfaction, evaluating the effectiveness of chatbots in improving customer experience, and examining the level of query redressal achieved through chatbot interactions. A descriptive research design was adopted, and primary data were collected from 400 respondents who had prior experience using chatbot-based customer support, using a structured, Likert-scale questionnaire distributed through Google Forms, social media, and email. Convenience sampling was used to select respondents. Data were analyzed using percentage analysis, Chi-square tests, one-sample t-tests, and linear regression. Results show that respondents are predominantly young (21–30 years), educated, and moderately to highly satisfied with chatbot services, particularly regarding response speed and 24/7 availability. Chi-square tests confirmed statistically significant associations between customer responses and all measured service dimensions (p &lt; 0.05). One-sample t-tests revealed that all effectiveness indicators exceeded the neutral midpoint, with availability recorded as the strongest attribute (mean = 4.02). Regression analysis showed that the proposed predictors explained 70.9% of the variance in overall chatbot effectiveness, with issue-resolution speed as the strongest predictor. The study concludes that chatbot services meaningfully enhance customer experience but perform best when combined with a pathway to human support for complex queries, and offers practical suggestions for improving chatbot accuracy, usability, and emotional responsiveness.
Chatbots, Customer Perception, Customer Satisfaction, Artificial Intelligence, Customer Service, Service Quality, Technology Acceptance Model
Copyright (c) 2026 NOLEGEIN-Journal of Global Marketing
A study on Adoption of AI powered Marketing strategies with reference toRetail Industry
Artificial Intelligence (AI) is becoming an important part of the retail industry. Retail businesses are using AI-powered marketing tools such as chatbots, recommendation systems, predictive analytics, and personalized marketing to improve customer experience and increase business performance. The main purpose of this study is to understand the adoption of AIpowered marketing strategies in the retail industry and identify the factors that influence their adoption. The study was conducted among 125 respondents from Bengaluru South using a structured questionnaire. This investigation interrogated a quartet of pivotal determinants: fiscal viability, institutional integrity, consumer receptivity, and the caliber and accessibility of datasets. Leveraging descriptive metrics and multifaceted regression modeling, the inquiry synthesized the gathered empirical evidence. The results elucidate a favorable predisposition among retailers toward AI-integrated promotional paradigms. Specifically, the pillars of organizational credibility, user sanction, and high-fidelity data streams emerged as preeminent catalysts for technological integration. Paradoxically, the perceived economic utility of these systems failed to exert a statistically meaningful pressure on adoption rates. Ultimately, the analysis posits that artificial intelligence serves as a transformative conduit for amplifying commercial efficacy, deepening client interactions, and refining strategic discernment within the merchant landscape. Furthermore, the scholarship underscores that cultivating consumer confidence, optimizing data integrity, and fostering technological literacy are indispensable precursors to a seamless digital transition.
Adoption of AI powered marketing strategies, Cost effectiveness, Trust and reliability, Customer acceptance, Data quality and availability
A Study on Customer Buying Behavior and Brand Loyalty with Reference toAutomobile Industry.
The automotive sector is highly competitive, making it critical for businesses to understand client purchasing habits and establish strong brand loyalty. This study looks at what influences consumer purchasing decisions and brand loyalty in the automotive sector. The study concentrates on important factors like cost, features and product quality, marketing and promotion, and ease and after-sale support. Using a non-probability sampling technique, a structured questionnaire was used to gather primary data from 122 car owners and customers in Bengaluru South as part of a descriptive research design. The data was analyzed using statistical techniques such multiple regression analysis, mean, standard deviation, and percentage analysis. he results show that consumers are logical and knowledgeable consumers who carefully consider automotive features, safety, technology, fuel economy, durability, brand reputation, and cost before making a purchase.. Product quality, state-of- the-art technology and after-sales support were also found to have positive effects on customer preferences and intentions to make further purchases. Marketing and advertising help people know about a car brand, but they don’t really change what people finally buy, most customers look at things like price, product quality, and features before making a choice, if the car is priced well and feels worth the money, people are more likely to stay with that brand..
Customer Buying Behavior, Brand Loyalty, Automobile Industry, Price Factor, Product Quality, Marketing and Promotion.
A STUDY ON CELEBRITY ENDORSEMENT ON BRAND EQUITY REFERENCETO BEVERAGES
Celebrity certification has developed and one of the common marketing strategies used by beverage companies to attract customers and improve brand value, in today's competitive market many brands depend on popular celebrities to create a positive image and influence buyer locality, this study examines the effect on celebrity validation on brand equity with reference to beverages, 130 respondents are collected from the respondent through a structured questionnaire using the convenience sampling technique, the data were using to descriptive data, regression analysis and ANOVA, the results display that celebrity ratification has a significant influence on brand equity, among the selected factors, celebrity popularity and trustworthiness have a positive impact, while celebrity attractiveness and credibility do not show a significant influence, the study concludes that selecting the right celebrity who is popular and trusted can help beverage companies advance brand copy, and raise assurance of consumer and strengthen brand equity over the long term. brand recognition is mainly influenced by different fields such as films, social media influencers, cricketers, and other famous personalities, consumers often develop an emotional connection with products when they see their favourite person using a particular product, because of this attraction, they may feel interested in buying the same product even if they have never used it before, their previous experience with the product is not always important, as the emotional attachment and satisfaction. they expect from using something connected with their favourite personality can influence the purchase decision, therefore, advertisements and promotions through celebrities, influencers, and popular personalities continue to have a strong impact on consumers and remain one of the common ways of creating brand recognition
Celebrity endorsement, Brand equity, Beverage industry, Celebrity trustworthiness, Celebrity popularity.
Service Quality and Its Impact on Customer Satisfaction: A Study of Select Supermarkets in Mysuru City
The retail sector in India has expanded rapidly with the growth of organized formats such as supermarkets, which now compete strongly with traditional Kirana stores by offering variety, convenience, and an organized shopping environment. Service quality has emerged as a decisive factor in customer satisfaction and store loyalty within this competitive landscape. This study examines the service quality offered by select supermarkets in Mysuru city and its influence on customer satisfaction, with specific objectives of assessing the level of service quality provided, identifying the factors that shape customer satisfaction, and evaluating customer perception of the services offered. A descriptive research design was adopted, and primary data were collected from 400 respondents shopping at supermarkets in Mysuru city through a structured questionnaire based on the SERVQUAL and RSQS models, using the convenience sampling method. The collected data were analysed using percentage analysis, the Chi-square test, mean score (weighted average) analysis, and the one-sample t-test. The results show that customers hold a strongly favourable perception of cleanliness, product availability, staff helpfulness, and billing efficiency, while parking facilities and complaint handling emerged as comparatively weaker areas. All service quality dimensions tested were found to have a statistically significant relationship with customer satisfaction. The study concludes that service quality is a key driver of customer satisfaction in the supermarket sector and offers practical suggestions for retail managers to strengthen customer experience and loyalty.
Service Quality, Customer Satisfaction, Retail Sector, Supermarkets, SERVQUAL, Mysuru City
A Study on the Influence of Online Reviews and Ratings on ConsumerBuying Behaviour with Reference to Meesho and Myntra
The growing popularity of digital shopping has transformed the way consumers evaluate products before making a purchase. Instead of depending only on product descriptions or advertisements, many shoppers now consider online reviews and ratings as an important source of information for assessing product quality, reliability, and overall customer satisfaction. These reviews help consumers compare different products, reduce uncertainty, and make more informed purchase decisions. The present study examines the influence of online reviews and ratings on consumer buying behaviour with reference to Meesho and Myntra, two widely used e-commerce platforms in India. The study is based on responses collected from users of both platforms and explores the extent to which customer feedback influences trust, purchase decisions, and shopping preferences. It also compares consumer perceptions across the two platforms to understand how buyers use online feedback during different stages of the decision-making process. A descriptive research design with a quantitative approach was adopted for the study. Primary data were collected through a structured questionnaire, and 100 valid responses were analysed using percentage analysis and Pearson correlation with the help of SPSS software. The findings reveal that online reviews and ratings have a positive influence on consumer buying behaviour by increasing confidence, improving transparency, and encouraging informed purchasing decisions. Reviews containing customer photographs, videos, and verified purchase feedback were found to be more influential than promotional content. The study concludes that reliable review systems play a significant role in strengthening consumer trust and supporting better purchase decisions. The findings provide useful insights for e-commerce businesses and marketers in improving review systems, enhancing customer trust, and developing more effective digital marketing strategies.
Electronic Word-of-Mouth (e-WOM), Review Credibility, Consumer Decision- Making, Purchase Confidence, Digital Consumer Trust, Meesho, Myntra.
EFFECT ON EV CHARGING INFRASTRUCTURE ON CUSTOMERPREFERENCE TOWARDS EV
The rapid growth of electric vehicles (EVs) has increased the importance of developing an efficient and accessible charging infrastructure. the availability of charging stations is one of the important factors that affects customer preference and supports the use of electric vehicles, this study titled &quot;Effect on EV Charging Infrastructure on Customer Preference towards EV&quot; mainly studies how EV charging infrastructure influences customer purchase decision and preference towards electric vehicles in bangalore, the study considers important factors like accessibility, convenience, availability, charging cost and charging time of EV charging stations, descriptive research design and survey method were used for conducting the study, primary data was collected from 123 respondents including EV users and potential buyers in bangalore through structured questionnaire, secondary data was collected from journals, books, government reports, company websites and other published sources, regression analysis was used for finding the relationship between EV charging infrastructure and customer preference he study follows a descriptive research design and uses the survey method to collect primary information from respondents. Primary data was collected from 123 respondents, consisting of existing EV users as well as potential EV buyers in Bengaluru. A structured questionnaire was used to understand respondents & perceptions regarding charging infrastructure and their preference towards electric vehicles. The questionnaire covers respondents & demographic characteristics, EV awareness, charging-station usage, accessibility, convenience, charging cost, charging time, availability, satisfaction, and purchase intention. Secondary data was collected from research journals, books, government publications, industry reports, company websites, newspapers, and other published sources. The secondary information helps provide a theoretical and industry background for understanding EV adoption and the development of charging infrastructure. The study also examines how different charging-infrastructure characteristics affect customer preference. Accessibility determines whether customers can easily reach charging stations when required, while availability reflects whether adequate charging points are present in suitable locations. Convenience includes factors such as station location, ease of payment, digital booking facilities, and user-friendly charging systems. Charging cost is considered because consumers compare the operating cost of EVs with conventional vehicles, while charging time is important because longer waiting periods may discourage customers from using or purchasing EVs.
Electric Vehicles (EVs), Network coverage, Accessibility, Cost of charging, Charging time efficiency
Role of Greenwashing in Shaping Consumer Perception and Brand Image in Sustainable Marketing
In the contemporary marketing landscape, sustainability has emerged as a critical determinant of consumer choice and brand positioning. Organizations increasingly adopt eco-friendly practices to appeal to environmentally conscious consumers; however, the rise of misleading environmental claims, commonly termed greenwashing, has raised significant concerns. This study investigates the role of greenwashing in shaping consumer perception and brand image within the domain of sustainable marketing. Primary data were collected from 100 respondents aged 18–35 years using a structured questionnaire, and analyzed through descriptive statistics, correlation, and regression techniques.The findings reveal that while sustainability claims positively influence consumer decision-making, perceived greenwashing significantly undermines trust, leading to negative consumer perception and deterioration of brand image. Consumers exhibit higher skepticism toward brands that lack transparency, which ultimately affects their purchase intentions. Conversely, authentic and verifiable sustainability practices enhance brand credibility, strengthen consumer trust, and improve long-term brand equity. The study further highlights that increasing consumer awareness regarding environmental issues has made individuals more critical of marketing claims, thereby amplifying the consequences of deceptive practices. These insights emphasize the necessity for organizations to adopt transparent, ethical, and evidence-based sustainability communication strategies. Overall, the research contributes to understanding the complex relationship between greenwashing, consumer perception, and brand image, and underscores the importance of authenticity in fostering sustainable consumer- brand relationships.
Greenwashing, Consumer Perception, Brand Image, Sustainable Marketing, Consumer Behaviour
Examining the Behavioural Impact of Artificial Intelligence Applications in E- Commerce Ecosystems
Within e-commerce ecosystems, artificial intelligence (AI) has emerged as a disruptive force that is altering digital decision-making, personalization tactics, and consumer engagement. AI applications such as recommendation systems, chatbots, intelligent search mechanisms, and predictive analytics are rapidly affecting online purchase behaviour. With an emphasis on purchase intention, contentment, and trust, this study investigates the behavioral effects of AI apps on customers in e-commerce settings. A structured questionnaire was used to gather primary data from internet shoppers using a quantitative research design. The suggested hypotheses were tested using statistical methods such as regression, correlation, and reliability analysis. The results show that while AI-enabled interactive support systems have a favorable impact on satisfaction and trust, AI-driven customisation has a major impact on purchase intention. By combining several AI applications into a behavioral framework, the study advances theoretical knowledge and provides useful insights for the creation of digital commerce strategies.
Artificial intelligence, e-commerce, consumer behaviour, personalization, chatbots, trust
Examining the Efficacy and Ethical Perception of Privacy-Protective Advertising Models on Consumer Trust and Brand Loyalty
In the digital age, advertising has become deeply intertwined with personal data collection, processing and analysis. While targeted advertising offers benefits in terms of efficiency, relevance and business outcomes, it also raises substantial issues of data privacy, user autonomy, transparency and trust. This paper explores the concept of “responsible advertising” within the context of data privacy—asking how advertisers, platforms and regulators can align commercial imperatives with the ethical and legal rights of individuals. Drawing on extant literature from marketing, information systems, ethics and regulation, the study examines the mechanisms through which data is collected and used in advertising, the potential harms to individuals (e.g., loss of privacy, manipulation, discrimination), and the emerging governance frameworks and technical solutions designed to mitigate such risks. A mixed-method approach is used: first a secondary literature review to map the themes and trends, followed by qualitative interviews with advertising professionals and a survey of consumers (N = 350) regarding their perceptions of data use in advertising. Data analysis shows that greater transparency, giving users control over their data, and adopting privacy- preserving technologies are strongly correlated with higher trust and willingness to engage with personalised advertising. The findings suggest that responsible advertising is not simply about compliance with regulation—but about building long-term relationships of trust and fairness. The study concludes with recommendations for advertisers (e.g., adopt first-party data strategies, apply data minimisation, embed privacy by design), for regulators (e.g., strengthen enforcement, foster self-regulation, promote consumer literacy), and for future research (e.g., longitudinal studies of ad-trust over time, cross-cultural comparisons).
Ethical Perception, Advertising Models, Customer Trust, Brand Loyalty, targeted advertising
MQL Propensity Model to Predict Marketing Qualified Leads
In the evolving landscape of digital marketing, accurately identifying high-potential leads remains a critical challenge due to increasing data complexity and fragmented analytical systems. This study proposes a comprehensive framework for developing a Marketing Qualified Lead (MQL) Propensity Model aimed at enhancing lead prediction accuracy and operational efficiency. By critically examining existing lead scoring methodologies across Customer Relationship Management (CRM) systems, web analytics platforms, and campaign management tools, the research highlights key limitations such as data silos, inconsistent scoring mechanisms, and low predictive reliability. The study utilizes structured secondary data derived from industry reports, academic literature, and real-world case analyses to establish a strong correlation between traditional rule-based lead scoring models and declining conversion rates, inefficient sales alignment, and rising marketing costs. The proposed MQL Propensity Model integrates behavioral, demographic, and engagement data within a unified machine learning–driven framework to enable dynamic, automated, and scalable lead qualification. This approach not only improves lead prioritization but also ensures consistency across multi- channel marketing environments. Furthermore, the model addresses critical challenges related to interoperability, data standardization, and predictive accuracy, offering a robust alternative to static scoring techniques. The findings suggest that adopting a unified predictive framework significantly enhances marketing performance, optimizes resource allocation, and strengthens alignment between marketing and sales teams. Overall, this research contributes a practical and scalable solution for organizations seeking to improve conversion outcomes and achieve data-driven decision-making in modern marketing ecosystems.
Marketing Qualified Lead (MQL), Propensity Model, Predictive Analytics, Lead Scoring, Machine Learning, Behavioral Data, Customer Segmentation, CRM Integration, Sales Funnel Optimization, Marketing Automation, Data-Driven Marketing, Conversion Prediction..
FROM ENGAGEMENT TO LOYALTY: A COMPARATIVE ANALYSIS OF CUSTOMER ENGAGEMENT, EXPERIENCE, CONTINUANCE INTENTION, AND LOYALTY TOWARDS AI BANKING CHATBOTS AMONG GEN Z AND MILLENNIALS IN JUNAGADH AND RAJKOT DISTRICTS OF SAURASHTRA
The growing use of Artificial Intelligence (AI) in banking has changed how customers interact with financial services. Banks are now using AI-powered chatbots to provide quick help, make services more efficient, and improve how customers engage. This study looks at customer engagement, experience, intention to continue using these services, and loyalty toward AI banking chatbots among Gen Z and Millennial users in the Junagadh and Rajkot districts of the Saurashtra region, Gujarat, India. The main goal is to understand how using AI chatbots affects customer experience and how these factors influence customers’ intentions to keep using chatbot services and their loyalty to banks that offer them. Structured questionnaires were given to 250 people from the study area. The findings show that 80% of respondents actively engage with AI banking chatbots, which indicates that young users are more accepting of AI in banking. The results also indicate that customer engagement has a significant impact on customer experience, which strongly affects the intention to continue using these services. Moreover, the intention to continue positively influences customer loyalty towards banks that provide AI chatbot services. The study recommends that improving chatbot usability, responsiveness, and reliability can boost customer experience and encourage ongoing use, ultimately increasing customer loyalty in digital banking.
Artificial Intelligence, Banking Chatbots, Customer Engagement, Customer Experience, FinTech
Generative and Predictive AI in Retail Marketing: Applications, Benefits, and Ethical Challenges
Artificial Intelligence (AI) is increasingly transforming retail marketing by enabling organizations to deliver more personalized, efficient, and data-driven customer experiences. Advanced AI applications such as recommendation systems, conversational chatbots, computer vision, and automated content generation allow retailers to analyze large volumes of consumer data and predict purchasing behavior with greater accuracy. These technologies support improved decision-making in areas including product recommendations, inventory planning, customer service, and targeted promotional strategies. As a result, retailers are able to strengthen customer engagement, improve satisfaction, and enhance operational efficiency across both online and offline retail channels. Despite these advantages, the growing adoption of AI in retail marketing also raises several ethical and governance challenges. Issues related to algorithmic bias, misuse of consumer data, privacy protection, and the lack of transparency in automated decision-making systems remain major concerns among researchers, businesses, and policymakers. If these concerns are not addressed effectively, they may reduce consumer trust and limit the long-term acceptance of AI-driven retail solutions. This paper reviews existing academic literature and current industry practices to examine the opportunities and challenges associated with AI adoption in retail marketing. The study highlights how AI can drive innovation, enhance marketing strategies, and support competitive advantage for modern retailers. At the same time, it emphasizes the need for responsible AI implementation that prioritizes ethical standards, fairness, and consumer trust. The paper also identifies potential directions for future research focusing on governance frameworks, transparency, and sustainable AI integration in retail environments.
Artificial Intelligence, Retail Marketing, Personalization, Consumer Behavior, Algorithmic Bias, Data Privacy, Digital Retailing.
Digital Platform Preferences and Engagement Patterns in Semi-Rural Karnataka: A Study
Digital marketing has already entered the education sector due to the proliferation of internet access and mobile technology, which offer scalable, cost-effective and targeted means of communication. As the internet is widely and easily available in rural areas, educational institutions can leverage digital marketing there as well. Objectives: The current study examines the digital platform preferences &amp; engagements of SSLC/ 10th students studying in rural and semi-urban areas. Try to determine their preferred digital platform, the type of digital content they prefer, their linguistic comfort level on digital platforms, and the communication channel they commonly use, so the insights can be applied to digital marketing. Methodology: Purposive Sampling with Full Enumeration (Census) for School Students, and statistical crosstabulation is conducted across three schools having different management/financing types, affiliation boards and medium of instruction. Results &amp; Analysis: Most students revealed that YouTube and WhatsApp are their go-to digital platforms, with Google Search close behind. Students are most drawn to videos, followed by testimonials and infographics. Around 89.61% stressed the importance of regional languages, saying they feel more comfortable when content is presented in Kannada. Conclusion: Digital marketing in education can be effectively implemented in rural areas considering the insights from the target audience.
digital marketing, digital platform, language preference, digital content preference, communication channel, rural schools, semi-urban.
Empathy in Industry 5.0: Humanizing Business Through Customer-Centric Marketing and Branding
Industry 5.0 represents a significant transition from automation-centered industrial models to human-centric, sustainable, and inclusive practices that emphasize collaboration between humans and advanced technologies such as artificial intelligence, robotics, and IoT. Unlike previous industrial paradigms focused primarily on efficiency and productivity, Industry 5.0 seeks to balance technological innovation with human values. A key dimension of this transformation is empathy, which enables organizations to humanize technology-driven processes and build meaningful relationships with customers and stakeholders. Empathy plays a pivotal role in customer-centric marketing, branding, and consumer engagement by helping organizations understand and respond to the emotional, cognitive, and behavioral expectations of consumers. Despite its importance, limited research has explored structured frameworks for systematically integrating empathy into Industry 5.0 strategies, particularly within marketing and branding contexts. To address this gap, the present study adopts a mixed-method approach, combining quantitative surveys and qualitative interviews with consumers and industry professionals, along with secondary data from existing literature and case studies. Statistical analysis identifies patterns in consumer perceptions, while thematic analysis highlights how empathetic practices shape brand experiences. The findings reveal that empathy-driven strategies significantly enhance customer satisfaction, loyalty, and brand value while promoting ethical and sustainable business conduct. The study proposes a practical framework for empathy-centered marketing, offering actionable guidance for organizations seeking responsible growth in the Industry 5.0 era.
Industry 5.0, Empathy, Human-Centric Technology, Customer-Centric Marketing, Branding, Consumer Engagement, Humanizing Business, Sustainable Innovation
A STUDY ON SOCIAL MEDIA AND MARKETING STRATEGIES OF FITSPIRE COMPANY
The rapid expansion of digital technologies has transformed traditional marketing practices, compelling brands to adopt social media–driven strategies to remain competitive. This study examines the role of social media and marketing strategies adopted by Fitspire, an emerging Indian wellness and nutrition brand. The research is based on a qualitative descriptive approach supported by internship-based observations and secondary literature. The study analyzes how Fitspire leverages platforms such as Instagram, YouTube, and e-commerce channels including Amazon and Flipkart to enhance brand visibility, consumer engagement, and loyalty. Particular emphasis is placed on influencer marketing, content formats, campaign execution, and integrated communication strategies. Findings reveal that micro and mid-tier influencers generate higher engagement and credibility compared to macro influencers, highlighting the importance of authenticity over reach. Dynamic content formats such as reels and stories outperform static posts in driving interaction and follower growth. Festive campaigns, product launches, and educational posts further strengthen emotional connection and brand recall. The study also identifies operational challenges such as influencer coordination and limited access to advanced analytics. Overall, the research concludes that Fitspire’s digital-first, influencer-led strategy significantly contributes to brand positioning and community building in the competitive nutraceutical market. The findings offer practical insights for marketers seeking to optimize social media strategies in the health and wellness sector.
Social Media Marketing; Influencer Marketing; Digital Branding; Content Strategy; Consumer Engagement; Wellness Industry; E-commerce Integration
Key Strategies for Enhancing Afghanistan’s Gross Domestic Product Growth: Analysis of Internal and External Influential Factors
This study aims to examine the internal and external factors affecting the growth of Afghanistan’s Gross Domestic Product (GDP). A mixed-method approach, combining quantitative and qualitative techniques, was employed. Data were collected through questionnaires distributed to 91 employees from the Ministry of Economy, the National Statistics and Information Authority, universities professors, and analyzed using SPSS software. The reliability coefficient of the questionnaire, measured by Cronbach’s alpha, was 0.816, indicating good reliability and high confidence. The Friedman test revealed a statistically significant difference in respondents’ views on the impact levels of various factors, with a Chi-square value of 397.776 and a significance level (Sig.) of 0.000 (p < 0.05). Furthermore, this research proposes a conceptual model categorizing internal and external factors into four key dimensions: capacities, internal barriers, opportunities, and external threats. This model offers an analytical and policy-oriented framework for economic growth in the fragile context of Afghanistan. Results indicate that among the examined factors, internal elements, such as increased domestic investment, infrastructure development, skilled human resource enhancement, and strengthening of industrial and agricultural sectors, have the most significant impact on economic growth. Based on the findings, sustainable economic growth requires government focus on developing internal capacities, structural reforms, and private sector support.
Afghanistan, gross domestic product, growth, investment , Sustainable Development
A Thorough Analysis of How Corporate Social Responsibility Affects Consumer Behavior
Corporate Social Responsibility (CSR) has transitioned from being a marginal concern to a core element of business strategy, playing a crucial role in shaping consumer attitudes and behaviors. This review draws from a wide range of scholarly work and empirical evidence to explore the effects of CSR activities on consumer perception, buying behavior, brand commitment, and customer advocacy. Through the inclusion of quantitative findings and illustrative case examples, the study examines the complex interplay between CSR and consumer responses, offering valuable guidance for companies seeking to align their practices with the expectations of ethically aware consumers. This comprehensive review brings together a wide array of scholarly research, theoretical models, and empirical evidence to explore the diverse ways in which Corporate Social Responsibility (CSR) influences consumer behavior. It examines how key CSR components – such as sustainability initiatives, fair labor practices, community involvement, and corporate transparency – shape consumer trust, emotional engagement, and long-term loyalty to brands. The study further integrates statistical data and real-world examples to demonstrate how effective CSR strategies can boost consumer interaction and drive business success. By uncovering the psychological and behavioral drivers behind consumer reactions to CSR, the review offers strategic guidance for marketers, business leaders, and policymakers seeking to embed ethical practices within their organizational framework. The analysis highlights the increasing necessity for companies to align their values with those of socially conscious consumers to gain a competitive edge, build a positive brand image, and support long-term, responsible growth in today’s value-driven market landscape
Copyright (c) 2025 NOLEGEIN-Journal of Global Marketing
7 Changes Marketers Should Make Paid Media Marketing In 2025
Paid advertising has been around as long as commerce itself. Ancient Egyptians shared promotional messages and posters on papyrus, and archaeologists have uncovered commercial advertisements in the remnants of Arabia and Pompeii. Throughout the annals of trade, companies have invested in promoting their messages, drawing in more customers, and staying a step ahead of their rivals. However, through the ages, paid advertising has faced challenges as markets transformed and consumers changed. In the contemporary marketplace, paid advertising remains a fundamental aspect of any thriving business marketing agenda, yet it is no longer the straightforward customer acquisition strategy it once was. In the current business climate, organizations that skillfully utilize paid advertising enjoy considerable rewards – high-quality leads, enhanced brand visibility, community engagement, and a distinct advantage over their competitors. Nevertheless, as we will explore later in this article, achieving success in paid advertising is more than simply pouring money aimlessly into paid channels. Success in paid advertising stems from comprehending what it entails, how it functions, when it should be deployed, and with whom to collaborate, all of which we delve into in this guide to paid advertising. That said, as we will uncover in this article, true success in paid advertising requires far more than indiscriminately spending on different channels. With a wide range of platforms—spanning search engines, social media, streaming services, and influencer-driven campaigns—having a well-defined strategy has become essential
The Future of Electric Mobility in India: Insights from Tata Motor’s Journey
This report presents a comprehensive analysis of Tata Motors’ marketing strategy for its Electric Vehicle (EV) segment, focusing on the five-year period from 2020 to 2024. As the global and Indian automotive industries shift toward sustainable mobility, Tata Motors has positioned itself as a pioneer and leader in India’s EV market. The report explores key strategic pillars, including market research and segmentation, product positioning, pricing strategy, promotion and communication tactics, and a digital first approach. It also examines Tata’s focus on dealer training, charging infrastructure, after sales service, CSR initiatives, and the integration of monitoring and feedback systems to ensure continuous improvement. Backed by ad strong commitment to sustainability and ecosystem development, Tata Motors has successfully leveraged its group synergies (with Tata Power, Tata Chemicals, etc.) to offer a holistic EV ownership experience. The company’s EV sales surged from just over 4,000 units in 2020 to nearly 69,000 units by 2023, reflecting rapid adoption and customer trust. This report concludes by emphasizing Tata’s readiness to lead the next phase of electric mobility in India and outlines how its strategic blueprint can serve as a model for future EV market entrants. This report concludes that Tata Motors is well-positioned—both strategically and operationally—to spearhead the next stage of electric mobility in India, even as the market becomes more competitive with the arrival of domestic and international automakers. Capitalizing on its early-mover advantage, diversified product portfolio, strong digital engagement, and integrated ecosystem strategy, the company has established a framework that future EV market entrants can look to as a benchmark. More than just manufacturing vehicles, Tata Motors has reimagined the role of an automobile company in a sustainable era, successfully aligning financial growth with customer-centric innovation and environmental responsibility.
Understanding the Consumer Mindset: Key Behavioral Drivers of Patola Apparel Sales in Surendranagar
Patola, a handwoven silk textile from Surendra Nagar, Gujarat, holds immense cultural and economic significance. This research paper examines the mindset and behavioral factors that impact the sales of patola apparel, specifically single ikat patola sarees, in the region of Surendra Nagar. By examining psychological, social, cultural, and economic factors, the study reveals the underlying motivations that drive consumer preferences. By utilizing a mixed-methods approach that includes surveys, in-depth interviews, and secondary data analysis, the study uncovers the intricate relationship between heritage appeal, quality perception, social status, and modern marketing strategies in influencing sales. The results offer practical guidance for artisans, wholesalers, policymakers, and marketers to improve market visibility, preserve traditional craftsmanship, and expand the reach of patola worldwide. This research adds to the existing body of knowledge on consumer behavior in traditional textile markets and provides a framework for revitalizing heritage crafts in modern markets. The study emphasizes the crucial influence of heritage value, perceived product quality, social status, and innovative marketing approaches on consumer preferences and sales outcomes. It also explores the challenges artisans encounter in maintaining traditional craftsmanship while responding to modern consumer expectations, competitive pricing pressures, and the presence of mass-produced alternatives. The insights gained from this research provide practical guidance for artisans, wholesalers, policymakers, and marketers to improve market visibility, safeguard traditional skills, support sustainable livelihoods, and broaden the global appeal of patola textiles. By adding to the body of knowledge on consumer behavior in heritage and traditional textile markets, the study offers a strategic framework for revitalizing cultural crafts, ensuring heritage preservation, and incorporating traditional artistry into contemporary marketplaces. Overall, the research highlights the complex relationship between cultural conservation, consumer behavior, and marketing strategies in sustaining both the legacy and economic sustainability of patola weaving.
Your Portfolio, Your Passport: Navigating the Global Design Job Market
The portfolio provides industrial and product design professionals with career opportunities and further professional development in the field of competition. This research discusses the relevance of professional and diverse portfolio building for presenting creativity, technical skills, and problem-solving aptitudes to potential employers. In addition to a gallery of previous works, a portfolio should demonstrate a designer's approach to creating ideas or upgrading designs, as well as the design thinking process that fills a gap between style and usability. Some of the matters discussed pertain to the best practices of portfolio use, the choice of projects to include, the narrative focus, and high visual and presentation quality. This paper has identified the customization trends to the specific requirements of a job and the need to adapt the service to the online environment, which is crucial in differentiating between the providers' capacity providers in this line. Moreover, the paper also looks at various drawbacks that designers encounter, including quality versus quantity, changes in technologies, and updating portfolios to reflect market changes. This paper identifies educational institutions and professional networks as important sources of critique, projects, and mentorship in the portfolio's construction. It is not only for finding the first job but also for a life portfolio, recognition in the specific industry, and interdisciplinary fields. This paper explains how strategic creation and management of a portfolio can help designers in the global job market achieve credibility, innovation, and a long-term career in design.
Marketing Communication: A Descriptive Analysis of Cardinal Elements
Marketing communication has experienced a profound transformation with the advancement of modern technology. Continuous innovations have reshaped marketing strategies, allowing companies to enhance their mass marketing techniques. Organizations globally invest significant resources in understanding the complexities of mass marketing, which involves strategically promoting products to a wide audience. Consequently, businesses have developed impactful advertising campaigns through mass media channels. Companies consistently allocate substantial budgets to advertising, leveraging mass communication to engage an extensive customer base. Organizations globally invest substantial resources in understanding the complexities of mass marketing, strategically promoting products to a wide audience. Consequently, businesses have developed impactful advertising campaigns through mass media channels, consistently allocating substantial budgets to advertising and leveraging mass communication to engage an extensive customer base. This study examines these developments through the lens of decision theory and analysis, exploring how artificial intelligence and knowledge engineering contribute to more effective marketing strategies. It also investigates the application of operations research techniques in finance and marketing, including data mining and performance measurement, to optimize marketing efforts. Additionally, the research delves into the role of manufacturing and operations theory in the context of marketing, assessing how continuous manufacturing and process monitoring can influence product availability and, subsequently, marketing strategies. The study further explores operation models in services, such as digital twins and demand-responsive transport, to understand their impact on customer engagement and satisfaction. By integrating these diverse aspects, the research aims to provide a comprehensive understanding of how modern technology and operations research contribute to the evolution of mass marketing strategies. Sources This study examines these developments through the lens of decision theory and analysis, exploring how artificial intelligence and knowledge engineering contribute to more effective marketing strategies. It also investigates the application of operations research techniques in finance and marketing, including data mining and performance measurement, to optimize marketing efforts. Additionally, the research delves into the role of manufacturing and operations theory in the context of marketing, assessing how continuous manufacturing and process monitoring can influence product availability and, subsequently, marketing strategies. The study further explores operation models in services, such as digital twins and demand-responsive transport, to understand their impact on customer engagement and satisfaction. By integrating these diverse aspects, the research aims to provide a comprehensive understanding of how modern technology and operations research contribute to the evolution of mass marketing strategies.
Advancing SDG-13: Implementing SDG-13 Through Policy, Knowledge, and Global Frameworks
Goal 13 of the Sustainable Development Agenda (Climate Action) is concerned with the critical global issue of climate change by promoting effective strategies for both mitigation and adaptation. This paper explores climate change's growing consequences on global economies, communities, and environmental systems. We analyze the critical relationship between human-induced greenhouse gas emissions and unprecedented climate events, including extreme sea levels, changing weather patterns, and shifting temperatures. With projections indicating a potential 3°C increase in global average surface temperature during the 21st century, our analysis emphasizes the immediate need for intervention. The study explores current climate trends, evaluates their socio-economic implications, and highlights the importance of prompt action in preventing further environmental degradation. Our findings underscore the necessity of implementing robust climate policies and international cooperation to address these challenges effectively, while considering regional variations in climate impact and adaptation capabilities. Furthermore, we evaluate the efficacy of current climate policies, global accords like the Paris Agreement, and new developments in carbon capture, renewable energy, and sustainable development. In order to expedite climate action, the report emphasizes the critical need for all-encompassing and cooperative activities, including grassroots movements, business sector involvement, and stronger governmental regulations. It emphasizes how crucial it is to develop regional adaptation plans that are suited to particular environmental and socioeconomic circumstances. The effects of climate change will worsen if nothing is done, endangering long-term sustainability and world stability. Our findings urge swift, evidence-based policy changes and enhanced global collaboration to slow down climate change and increase resilience to its negative impacts.
Social Media in India: A Comprehensive Analysis with Marketing Perspectives
This paper explores the evolution, impact, and future trends of social media in India, with a specific focus on marketing perspectives. It examines how social media platforms have influenced communication, culture, politics, and economics within the country. The study includes a literature review, analyzing various scholarly articles and reports on social media's role in Indian society. Additionally, it discusses the challenges and issues associated with social media, such as misinformation, privacy concerns, and cyberbullying. Finally, the paper offers insights into the future landscape of social media in India. The study emphasizes how social media has emerged as a vital tool for targeted advertising, customer interaction, and brand development from a marketing standpoint. It talks about creative tactics used by Indian companies to use these channels to advertise goods and services, such as influencer marketing and locally relevant content. The study also discusses the particular difficulties that come with using social media in India, like the dissemination of false information, invasions of privacy, and cyberbullying, which might negate its positive effects. The study also assesses how technical developments and regulatory frameworks can help address these problems. The study provides insights into upcoming trends that are anticipated to propel India's social media evolution in the coming years, including the growing use of augmented reality, artificial intelligence, and regional language content
Evaluating the Value Relevance of Digital Marketing Adaptation to Firm Performance
Digital marketing has emerged as a vital tool for businesses looking to improve their overall performance, consumer engagement, and visibility in the current business climate. This study assesses how adopting digital marketing can improve IT consulting organizations' performance. IT consulting firms must adjust digital marketing tactics like social media, search engine optimization (SEO), and online advertising as businesses rely more and more on technology to interact with their clientele in order to remain competitive. This study investigates the ways in which these tactics support IT consulting firms' expansion, brand awareness, and customer satisfaction. Businesses can improve their business success by using digital platforms to demonstrate their skills, reach a wider audience, and draw in new clients. According to the research, digital marketing tactics have a big influence on the development of IT consulting companies and their capacity to successfully compete in the fast-paced technology industry. The significance of digital marketing as a crucial instrument for company performance in the digital era is shown by this study. The study examines the many advantages that digital marketing offers IT consulting companies, especially in light of the quickly changing technological world. These businesses are well-positioned to stay competitive and relevant in the dynamic marketplace thanks to their capacity to measure the success of marketing efforts, target certain audiences using data-driven approaches, and quickly adjust to new trends. IT consulting companies can obtain a competitive advantage, set themselves apart from rivals, and eventually improve customer satisfaction and corporate success through digital marketing.
Creating Powerful Digital Marketing Plans to Boost Lead Generation and Brand Engagement in B2B Markets
This study finds what digital marketing strategies are best and most efficient in B2B brand engagement and lead generation, considering unique needs and behaviors in the B2B clientele. This research, adopting a qualitative approach, examines the existing strategies and their effectiveness on brand engagement and lead generation through semi-structured interviews with 20 firms. Key trends, challenges, and best practices were identified using thematic analysis of data obtained, giving a wide outlook on B2B digital marketing. This research is complemented by an extensive literature review that provides a theoretical framework, contextualizing the findings of the present study within the existing models of digital marketing. Perhaps the greatest value of this study is in considering the development of the marketing performance model for the B2B organization while specially focusing on the peculiar market dynamic and customer behaviors usually remaining unnoticed in B2C-driven research. These findings provide insights on how to optimize marketing activities, attract customers, and increase ROI. This research is a goldmine for digital marketers, researchers, and professionals in their quest for innovative strategies that guarantee growth and improvement
Behavioral Insights into Sustainable Consumer Choices
The increasing urgency of addressing environmental challenges has brought consumer behaviours into focus as a critical lever for fostering sustainability. Insights from psychology and behavioural economics shed light on how individuals make choices, often revealing a "value-action gap"—the discrepancy between sustainable intentions and actual behaviours. While many consumers express a preference for eco-friendly products, factors like cost, convenience, and limited information often deter them from making sustainable purchases. One impactful strategy to bridge this gap involves nudges—subtle interventions that guide consumers toward sustainable decisions without limiting their choices. For example, displaying carbon footprint labels on products or making green energy plans the default option can significantly influence purchasing behaviours. Additionally, social norms hold considerable sway: when individuals observe peers adopting eco-friendly habits, they are more inclined to follow suit. Loss aversion, another powerful behavioural principle, can also drive change. People tend to prioritize avoiding losses overachieving equivalent gains. Emphasizing the negative consequences of unsustainable practices—such as increased waste or higher long-term costs—can motivate consumers to opt for greener alternatives. Furthermore, simplifying decision-making through clear and accessible information reduces cognitive overload, making sustainable choices more attractive and attainable. To maximize the effectiveness of these strategies, businesses and policymakers must consider the specific cultural, economic, and psychological contexts of their target audience. Tailored interventions that account for these variables can create environments where sustainable behaviours become the easier, more intuitive option. By embedding behavioural insights into policies and practices, individual actions can align more closely with global environmental objectives, paving the way for a more sustainable future.
A STUDY ON PROMOTING OPERATIONAL EXCELLENCE & SUSTAINABILITY IN WOMEN ENTREPRENEURAL VENTURES
The unique dynamics of today's environment have greatly encouraged women entrepreneurs to focus on delivering unique value-added performance through innovations to boost competitiveness, which is increasingly important for all organizations focused on operational excellence. Like Agile, innovation and a solid strategy to support it allow firms to move from being like their competitors and stay in the centre of the pack to continuously adapting and changing. Developing an innovative attitude inside any firm is undoubtedly essential to its success and further expansion. This essay focuses on the essential skills required of female entrepreneurs in order to foster innovation and creativity by using their skills to seize chances. Additionally, the study clarifies the internal and exterior settings. This essay focuses on the essential skills required of female entrepreneurs in order to foster innovation and creativity by using their skills to seize chances. The study also sheds light on how a company's internal and external settings directly affect sustainable innovation for women entrepreneurs, drawing important conclusions from the data and offering insightful recommendations in response. The study also makes clear the external and internal environments that affect women entrepreneurs' ability to innovate sustainably. It makes meaningful inferences from the data and provides enlightening suggestions. Through an awareness of the ways in which a business's internal and external settings impact sustainable innovation, this research identifies the critical skills required for female entrepreneurs to succeed in a global marketplace. It also discusses the obstacles that female entrepreneurs must overcome and offers solutions to do so, assuring the expansion and long-term viability of their businesses. The results highlight that long-term success requires an inventive attitude, good communication, and intelligent decision-making
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Market Reactions to the 2024 Lok Sabha Election: Analysing Nifty 100 Volatility and Trends Pre- and Post-Election
The Nifty 100 Index, part of the National Stock Exchange of India (NSE), represents the top 100 large capitalization companies listed on the exchange. It includes the Nifty 50 stocks and another 50 large cap stocks, covering various sectors of the Indian economy. The index aims to provide investors with a benchmark that measures the market performance within the economic environment in India and the investment opportunities that exists. The 2024 Lok Sabha election results created significant turbulence in the Indian stock market, deviating sharply from exit poll predictions of a landslide victory for the NDA. However, preliminary trends suggested a very stiff competition between the NDA and the I. N. D. I. A. alliance. The study seeks to investigate the impact of the election outcomes on the performance of the Nifty 100 index in the period of the election. This paper helps to fill the existing gap in the literature regarding the relationship between political events and stock market activity in India, and the implications of electoral uncertainty for stock market performance. The findings of the study reveal enhanced volatility and significant fluctuations in the Nifty 100 index both before and after the election, enhancing the market sensitivity to political developments. The study contributes to the understanding of the interplay between political events and stock market dynamics in India, offering insights for investors and policymakers regarding market behaviour in response to electoral uncertainty. The study highlights the necessity for strategic planning and risk management for market participants in politically volatile periods.