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Marketer Behavior and Digital Ethics: Responsibility, Intrusion, and Accountability in AI Marketing
Digital marketing today is shaped by automated decision systems and data- driven personalization, which expand customer engagement but also amplify intrusions into private and professional spaces. This chapter introduces marketer behavior as a lens to study how professional intentions and practices affect digital consumer experience. Moving beyond technical and consumer- centric analyses, it highlights marketer agency in strategies that alternate between value creation and intrusive persistence. A conceptual framework is proposed to classify marketer behavior by ethical orientation and intrusiveness, supported by an ethical calibration index to assess autonomy, transparency, and contextual sensitivity. The discussion critiques current tendencies and advances responsible digital engagement by promoting ethical accountability. It argues that enduring loyalty depends not on predictive precision alone but on evolving ethics of marketer conduct that are aligned with consumer trust. 2026 by IGI Global Scientific Publishing. All rights reserved. -
Marketing intelligence for intelligent marketing: a comprehensive definition and framework
Purpose This study aims to formalize a comprehensive, contemporary and holistic definition of marketing intelligence (MI) by mapping the relevant literature of the last 60years from 19622022. Design/methodology/approach This study centralizes around the qualitative assessment of explored definitions by using thematic analysis. By identifying patterns and themes within the qualitative dataset, thematic analysis provides accessible and systematic procedures for generating codes and themes by discovering commonalities and contradictions in keywords. Findings The result of study 1 identified 127 papers indexed in databases distributed across 56 different journals. The manual screening of 127 research papers resulted in the selection of 15 definitions of MI. In study 2, thematic analysis was applied to these definitions through author-attribute mapping and assessment of weights, resulting in the identification of 25 key attributes representing five emerging themes. Study 3 identifies the gaps in definitions and proposes a comprehensive and complete definition of MI. Originality/value This researchs novelty corresponds to author-attribute mapping, exploring gaps in existing definitions and proposing a holistic and contemporary definition of MI. 2025 Emerald Publishing Limited -
Marketing intelligence, part A: Understanding customers in the era of digitalization
Digitalization has completely transformed marketing. It has changed consumption habits, consumer behaviour, and purchasing processes. This work provides the most up-to-date research on the challenges connected with the expanding ground of digitalization and marketing. 2025 Mudita Sinha, Arabinda Bhandari, Samant Shant Priya and Sajal Kabiraj. All rights reserved. -
Marketing intelligence, part B: AI, trust, and innovation in the modern business landscape
Digitalization has completely transformed marketing. It has changed consumption habits, consumer behaviour, and purchasing processes. This work provides the most up-to-date research on the challenges connected with the expanding ground of digitalization and marketing. 2025 Mudita Sinha, Arabinda Bhandari, Samant Shant Priya and Sajal Kabiraj. All rights reserved. -
Marketing Mental Wellness in Medical Tourism: A Cross- Cultural Digital Comparison Between Asia and Europe
This chapter explores how Asia and Europe utilize digital marketing to promote mental wellness tourism by blending cultural healing traditions, emotional storytelling, and therapeutic experience design. Through a comparative analysis of India, China, South Korea, Japan, and leading European destinations, it identifies key regional differences in communicating psychological restoration. Asian campaigns emphasize spiritual harmony, sensory immersion, and holistic cultural narratives, whereas European strategies focus on evidence- based wellness, structured therapeutic programs, and nature- assisted emotional recovery. Building on these insights, the chapter introduces the Digital Wellness Marketing Framework, which integrates cultural narrative design, digital storytelling optimization, emotional engagement metrics, and mental wellness ROI. The study contributes both theoretical and practical guidance for designing culturally sensitive, ethical, and emotionally resonant digital marketing strategies in global wellness tourism. 2026, IGI Global Scientific Publishing. -
Marketing odyssey for a digitally native brand: a case study of Sunbird Straws
Research methodology: The case study incorporated a combination of primary and secondary data collection approach. The authors interviewed Dr Varghese, the co-founder of Sunbird Straws and the protagonist in this case study. In addition, secondary data was obtained from various sources such as newspaper articles, journal publications and company reports. Case overview/synopsis: On a rosy and vibrant morning in 2017, Dr Saji Varghese, a professor at Christ University in Bangalore, stumbled upon a curved coconut leaf on the campus resembling a straw. This sparked his motivation to transform coconut leaves into a natural straw, prompting him to initiate experiments with coconut leaves in his kitchen. The process of boiling and straining leaves became his method for crafting an eco-friendly straw. After numerous attempts, he successfully produced straws from coconut leaves, introducing a distinctive and creative concept incubated at IIM Bangalore. These unique straws, crafted by Varghese, prioritised environmental friendliness and were also crafted entirely from biodegradable materials, free from harmful chemicals. These straws demonstrated durability in hot and cold beverages for up to 3 h, maintaining their integrity without becoming soggy or leaking. As the business flourished, it reached a critical juncture. The primary challenge centred around product marketing, mainly due to consumer unfamiliarity with such sustainable straws. This was a product that also fell under the category of low involvement for consumers. Raising awareness about the product and persuading consumers to purchase presented a significant hurdle. In response, Varghese assigned his team to develop cost-effective marketing strategies. Given the start-up nature of the business, advertising budgets were constrained, and the objective was to achieve a positive return on advertising spend for every investment in advertising the product. In addition, the focus was on increasing the likelihood of selling the straws on both business-to-business and business-to-consumer levels. In this case study, Vargheses role and predicament exemplify the delicate equilibrium that entrepreneurs frequently grapple with, striking a balance between marketing strategy and return on ad spent to steer the trajectory of their businesses. It offered a valuable examination of the nuanced decisions marketers encounter as they strive for both profitability and customer-centric products. Complexity academic level: The case study is relevant to the marketing discipline. All undergraduate and postgraduate-level marketing courses in higher education institutions can use this case study. It can also be used in integrated marketing communication or digital marketing classes. It can be used further in the hospitality and management fields. Also, online courses in marketing can include this case study. 2024, Emerald Publishing Limited. -
Marketing odyssey for a digitally native brand: a case study of Sunbird Straws
Research methodology: The case study incorporated a combination of primary and secondary data collection approach. The authors interviewed Dr Varghese, the co-founder of Sunbird Straws and the protagonist in this case study. In addition, secondary data was obtained from various sources such as newspaper articles, journal publications and company reports. Case overview/synopsis: On a rosy and vibrant morning in 2017, Dr Saji Varghese, a professor at Christ University in Bangalore, stumbled upon a curved coconut leaf on the campus resembling a straw. This sparked his motivation to transform coconut leaves into a natural straw, prompting him to initiate experiments with coconut leaves in his kitchen. The process of boiling and straining leaves became his method for crafting an eco-friendly straw. After numerous attempts, he successfully produced straws from coconut leaves, introducing a distinctive and creative concept incubated at IIM Bangalore. These unique straws, crafted by Varghese, prioritised environmental friendliness and were also crafted entirely from biodegradable materials, free from harmful chemicals. These straws demonstrated durability in hot and cold beverages for up to 3 h, maintaining their integrity without becoming soggy or leaking. As the business flourished, it reached a critical juncture. The primary challenge centred around product marketing, mainly due to consumer unfamiliarity with such sustainable straws. This was a product that also fell under the category of low involvement for consumers. Raising awareness about the product and persuading consumers to purchase presented a significant hurdle. In response, Varghese assigned his team to develop cost-effective marketing strategies. Given the start-up nature of the business, advertising budgets were constrained, and the objective was to achieve a positive return on advertising spend for every investment in advertising the product. In addition, the focus was on increasing the likelihood of selling the straws on both business-to-business and business-to-consumer levels. In this case study, Vargheses role and predicament exemplify the delicate equilibrium that entrepreneurs frequently grapple with, striking a balance between marketing strategy and return on ad spent to steer the trajectory of their businesses. It offered a valuable examination of the nuanced decisions marketers encounter as they strive for both profitability and customer-centric products. Complexity academic level: The case study is relevant to the marketing discipline. All undergraduate and postgraduate-level marketing courses in higher education institutions can use this case study. It can also be used in integrated marketing communication or digital marketing classes. It can be used further in the hospitality and management fields. Also, online courses in marketing can include this case study. 2024, Emerald Publishing Limited. -
Marketing Research and Market-Focused Production as an Effective Business Tool in Power Sector
Businesses must devote part of their resources to conducting market and marketing research to make good decisions, which will help expand any business and utilize resources effectively. Understanding the intended clients is essential to successfully operating and expanding a firm. For marketers to comprehend consumer value about the product being supplied and therefore add value to their consumers, it is crucial to have this understanding. Organizations can better influence customers to buy niche goods or corporate services after thoroughly understanding their objectives, requirements, and values. In this situation, it is required to restructure the physical system and the related control and planning systems to provide production the tools it needs to become more competitive and customer-focused, acting as a positive and active production process instead of a reactive one. One of the finest techniques for understanding consumers is market research. It provides basic information that a company may utilize to inform its marketing strategy, facilitating and enhancing sales and marketing. This paper reviews the impact of effective market and marketing research and market-focused manufacturing in the power sector. 2023 IEEE. -
Markov analysis of unmanned cryogenic nitrogen plant with standby system
The unmanned cryogenic nitrogen plants operated by the industrial gas companies globally have their unique set of Reliability, Availability and Maintainability challenges. A generic reliability model of a typical unmanned cryogenic nitrogen plant is presented in this research work along with standby cryogenic storage System. The standby system is analysed for sensing and switching device as well as for load sharing system. The complexities of unmanned cryogenic nitrogen plant under repair with standby system are analysed using Markov method. A Markovian model has been developed for two different configurations: Configuration-1: Cryogenic nitrogen plant with gas and liquid production, nitrogen plant with only gas production and its dependence on the standby cryogenic storage system and to overall system reliability. Configuration-2: Considering cryogenic nitrogen plant is under repair and the standby system with external supply component under operation without failure and the system reliability of the configurations are solved by solving the set of differential equations and the solutions are presented in this paper. 2020 Author(s). -
Markov based genetic algorithm (M-GA): To mine frequent sub components from molecular structures
Processing the molecular compounds to identify the internal chemical structure is a challenging task in bio-chemical research. Popular approaches, mine the frequent subcomponents from the molecules with chemical and biological properties represented in the form of feature vector histogram. Though this helps to identify the absence or presence of mined feature, calculating the frequency of every frequent substructure involves sub graph isomorphism test which is an NP-Complete process. To overcome the above mentioned bottleneck we proposed Markov based Genetic algorithm (M-GA) in which the chemical descriptors were considered from two-dimensional representations of molecules that classify chemical compounds using mining significant substructure and generates the binary vector that generate pure active classes, singleton reactors, descriptor sets. This method scales down the process of mining substructures that are statistically significant from huge chemical databases. The results shows that the performance of proposed algorithm is improved compared to the existing algorithms. 2020, Research Trend. All rights reserved. -
MARS: Manual andAutomatic Robotic Sanitization onSocial Milieu
Sanitization is not a new term, but with the evolution of deadly COVID-19, the process came into the limelight quickly. The process was already utilized widely in hospitals, vaccination centers, food processing units, and medicine industries and suddenly became crucial in every domain related to our lives. Even though sanitization is considered the first line of defense against pandemic viruses like COVID-19, it is highly difficult to sanitize every nook and corner of bigger buildings and external structures like airports, railway stations, theaters, institutions, and hospitals. Slight carelessness to eliminate the virus from the sanitization process can reciprocate in the pandemic spread. Our proposed work deals with utilizing the accuracy and precision of robots to effectively sanitize bigger structures. The multi-faceted methodology of the work manages the comprehensive investigation of the robotic unit for the social setting. The concentrate additionally stretches out to refine the standard human behavioral reaction for modern robotic consideration in our lives. This will ease up the process and, at the same time, will reduce the chance of human error. The robotic structure is powered by a 12 V rechargeable battery, which has manual and automation cleaning modes. During manual mode, we control the robot with an Android application installed on the phone and connected with the robot through Bluetooth wireless connectivity. During automation, the mode robot moves in different directions and cleans and sanitizes the area independently. There is an ESP8266-based IoT connection unit to update the overall process for the cloud. The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2024. -
Martian Habitats: A Review
Establishing colonies in Lunar and Martian environments is the major task of our primary means to become a multi-planetary civilization. The Space Exploration Initiative (SEI), administered by President George H.W. Bush in 1989, was the first spark that ignited humanity's vision to establish space settlements beyond low Earth orbit (LEO) (Marc M. Cohen, 2015). At present, private space companies (like SpaceX and Blue Origin) are competing to be the first ones to colonise space. From the late 1980s to the present space race, many space habitat designs to suit human factors, ensure protection from space radiation, and be capable of regulating our day-to-day activities have been proposed for both lunar and martian settlements, respectively. In this paper, only Martian settlements are focused, and the reason for that follows next. While the moon is closer to Earth than Mars, Mars has several other advantages that make it an equal, if not a better candidate for colonisation. Some of the reasons why martian colonisation is preferred over lunar colonization include the presence of an atmosphere on Mars, its resource-rich nature, and its rotation period being closer to Earth's rotation period (Mars has 24.5 hours per day, while the moon has 28-day days) (Kamrun Narher Tithi, 2017). Another added advantage is its proximity to the main belt asteroids, which will further increase the potential for space mining in the future. So this paper will be a review of the various Martian habitat designs proposed over the last one and a half decades in terms of their designs, construction and challenges. To do so, it is assumed that every step associated with delivering the habitats to the Martian environment is achievable. These steps include the following: propulsion systems for long-term spaceflights; launch vehicles capable of lifting the habitats and fitting the habitat modules within them (Marc M. Cohen, 2015). Copyright 2023 by the International Astronautical Federation (IAF). All rights reserved. -
Masculinities, tlawmngaihna, and mizo nationalism: Why soft, pretty Mizo men are perceived as a threat
Masculinities are social and cultural attributes, roles and performances typically associated with being men. Through ethnography, this article explores the complicated position of soft masculinity in mizo cultural space and nationalist discourse. It looks at tlawmngaihna (mizo code of conduct) performances as hierarchies that are gendered and explains why mens tlawmngaihna are considered to be more visible and valuable. Using hegemonic masculinity theory, this article argues that mizo nationalism is masculinised which is fuelled by homophobia and anti-femininity. Ultimately, it explains the complexity of soft mizo masculinitys position and how they are involved but are non-visible in mizo cultural space. 2025 Informa UK Limited, trading as Taylor & Francis Group. -
Masked Face Recognition and Liveness Detection Using Deep Learning Technique
Face recognition has been the most successful image processing application in recent times. Most work involving image analysis uses face recognition to automate attendance management systems. Face recognition is an identification process to verify and authenticate the person using their facial features. In this study, an intelligent attendance management system is built to automate the process of attendance. Here, while entering, a persons image will get captured. The model will detect the face; then the liveness model will verify whether there is any spoofing attack, then the masked detection model will check whether the person has worn the mask or not. In the end, face recognition will extract the facial features. If the persons features match the database, their attendance will be marked. In the face of the COVID-19 pandemic, wearing a face mask is mandatory for safety measures. The current face recognition system is not able to extract the features properly. The Multi-task Cascaded Convolutional Networks (MTCNN) model detects the face in the proposed method. Then a classification model based on the architecture of MobileNet V2 is used for liveness and mask detection. Then the FaceNet model is used for extracting the facial features. In this study, two different models for the recognition have been built, one for people with masks another one for people without masks. 2022, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. -
Mass layoffs at BYJUS founders dilemma
Learning outcomes: This case study provides students/managers an opportunity to learn about the following: to infer the challenges involved in the downsizing of employees; to asses and evaluate BYJUS organizational culture; and to determine the impact of workplace toxicity. Case overview/synopsis: The focus of this case is the controversy faced by BYJUS due to its mass layoffs and toxic work culture. This case discusses the CEOs dilemma in resolving the controversy. Two rounds of mass layoffs at BYJUS are discussed in detail. The industrial dispute filed by Employees Union against BYJUS accusing it of denying due compensation to laid-off employees is also discussed. This case consists of a section explaining the toxic work culture at BYJUS, which is supported by employee complaints. The CEOs justification and apology have been illustrated in this case. The case ends with a closing dilemma and challenges faced by the CEO. Complexity academic level: The case is best suited for undergraduate students studying Human Resources Management subjects in Commerce and Business Management streams. The authors suggest that the instructor inform students to read the case before attending the 90-min session. It can be executed in the classroom after discussing the theoretical concepts. Supplementary material: Teaching notes are available for educators only. Subject code: CSS 6: Human Resource Management. 2024, Emerald Publishing Limited. -
Masstige consumption in the emerging market: mediating effects of brand happiness and moderating role of age
Purpose This study investigates how Indian consumers evaluate local and foreign cosmetic brands, focusing on brand prestige, loyalty and evangelism. It explores brand happiness as a mediating variable and age as a moderating factor within the masstige consumption context in an emerging market. Design/methodology/approach A two-phase empirical approach was adopted. Phase 1 involved a comparative analysis of marketing strategies across Lakmand international brands (MAC, L'Orl Paris, and Maybelline) using a total sample of 573 female consumers. In Phase 2, only the high masstige brands (MAC and L'Orl Paris) were retained, and responses from 244 participants were analyzed using structural equation modeling to examine the mediating role of brand happiness and the moderating effect of age. Findings Indian consumers perceive foreign brands like MAC and L'Orl Paris as masstige brands. Masstige brand consumption significantly enhances brand happiness and brand loyalty, while its influence on brand evangelism is fully mediated through brand happiness and brand loyalty. Brand happiness partially mediates the relationship between masstige consumption and brand loyalty, and also indirectly affects brand evangelism through brand loyalty. Age weakens the effect of masstige consumption on loyalty but strengthens the effects of brand happiness on loyalty and brand loyalty on evangelism. Originality/value This study extends masstige marketing literature by integrating emotional (brand happiness) and demographic (age) variables into the brand prestigeloyaltyevangelism framework. It offers practical insights for global and local brands aiming to enhance consumer engagement in emerging markets through differentiated brand strategies. 2025 Emerald Publishing Limited -
Masstige scale: An alternative to measure brand equity
Masstige marketing is a strategic word for market penetration for premium but reachable products based on brand equity, trying to develop brand awareness, likability, affection and attachment. Hence, masstige scale may allow firms to measure brand equity to derive insights into the popularity of their brands. However, there is no empirical evidence available to test whether these scales are related measures of brand equity and, at the same time, independent measures, respectively. This study investigates whether the masstige scale and multidimensional consumer-based brand equity scale measure the same constructs. A total of 493 participants evaluated four different athletic shoe brands. The multi-trait, multimethod and confirmatory factor analyses suggested that the masstige scale may be a viable alternative to consumer-based brand equity and masstige value. We discuss the implications and provide directions for future research derived from our findings. 2022 John Wiley & Sons Ltd. -
Maternal circulating sFlt-1/placental growth factor is a biomarker of fetal death associated with placental lesions of maternal vascular malperfusion
Objectives: Fetal death is a major pregnancy complication, with rates of 5.5 per 1,000 births in the United States and substantially higher in India (24.7/1,000) and Pakistan (44.5/1,000). Maternal vascular malperfusion (MVM) is the most frequent placental lesion associated with fetal death, occurring in 58 % of fetal deaths and 31 % of preterm neonatal deaths in South Asia. Angiogenic imbalance, characterized by a low placental growth factor (PlGF) to soluble fms-like tyrosine kinase-1 (sFlt-1) ratio, has been associated with MVM and fetal death in high-income countries. We examined whether maternal serum concentrations of PlGF, sFlt-1, and their ratio differ between mothers with and without MVM among stillbirths and preterm neonatal deaths in India and Pakistan. Methods: This retrospective cohort analysis used data from the PURPOSe study (Project to Understand and Research Preterm Pregnancy Outcomes and Stillbirths in South Asia). Maternal blood was collected at delivery, and placental histopathology was classified according to the Amsterdam criteria. Serum PlGF and sFlt-1 were measured using Elecsys immunoassays, with analyses stratified by gestational age. Results: Placental MVM was present in 44-57 % of stillbirths and 31-38 % of preterm neonatal deaths. Between 28 and 36 weeks, women with MVM had significantly lower PlGF and higher sFlt-1 and sFlt-1/PlGF ratios (p<0.001). A tenfold decrease in PlGF or increase in the ratio was associated with MVM (OR 0.5 and 1.7, respectively). Conclusions: The maternal sFlt-1/PlGF ratio identifies pregnancies with fetal or neonatal death associated with placental MVM, particularly between 28 and 36 weeks' gestation. 2025 the author(s) -
Mathematical analysis of histogram equalization techniques for medical image enhancement: a tutorial from the perspective of data loss
This tutorial demonstrates a novel mathematical analysis of histogram equalization techniques and its application in medical image enhancement. In this paper, conventional Global Histogram Equalization (GHE), Contrast Limited Adaptive Histogram Equalization (CLAHE), Histogram Specification (HS) and Brightness Preserving Dynamic Histogram Equalization (BPDHE) are re-investigated by a novel mathematical analysis. All these HE methods are widely employed by researchers in image processing and medical image diagnosis domain, however, this has been observed that these HE methods have significant limitation of data loss. In this paper, a mathematical proof is given that any kind of Histogram Equalization method is inevitable of data loss, because any HE method is a non-linear method. All these Histogram Equalization methods are implemented on two different datasets, they are, brain tumor MRI image dataset and colorectal cancer H and E-stained histopathology image dataset. Pearson Correlation Coefficient (PCC) and Structural Similarity Index Matrix (SSIM) both are found in the range of 0.6-0.95 for overall all HE methods. Moreover, those results are compared with Reinhard method which is a linear contrast enhancement method. The experimental results suggest that Reinhard method outperformed any HE methods for medical image enhancement. Furthermore, a popular CNN model VGG-16 is implemented, on the MRI dataset in order to prove that there is a direct correlation between less accuracy and data loss. 2023, The Author(s), under exclusive licence to Springer Science+Business Media, LLC, part of Springer Nature. -
Mathematical and computational analysis of a fractional-order drug abuse model with nonlinear incidence and logistic growth
This paper presents a novel mathematical model for analyzing the dynamics of drug addiction using a fractional-order system based on the LiouvilleCaputo derivative. The proposed model incorporates a nonlinear saturated incidence rate, logistic growth in the addiction compartments, and seven interconnected subpopulations representing different stages of drug use and recovery, including relapse and awareness. We conduct a rigorous mathematical analysis to establish the existence, uniqueness, positivity, and boundedness of solutions, ensuring the epidemiological and physical validity of the model. The basic reproduction number R0 is derived, and the local and global stability of the equilibrium points is analyzed. A major contribution of this work is the application of a new domain decomposition spectral method based on second-kind Dickson polynomials, combined with the quasilinearization technique, to efficiently solve the complex nonlinear system. The convergence of the numerical method is theoretically validated. Numerical simulations are provided to illustrate the model's dynamics and to explore the impact of various parameters and intervention strategies. Compared to existing models, this study offers an improved framework for understanding memory-dependent behavior in addiction dynamics and introduces a computationally efficient approach to solve fractional-order systems with high accuracy. 2025 International Association for Mathematics and Computers in Simulation (IMACS)