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Introduction to brand management in the digital age
The rapid development of digital technology has introduced a new order of large-scale change within brand management in the fast-changing landscape of the digital marketplace. This chapter provides the fundamental principles of brand management within the digital era and demonstrates the transformation of building brands via online platforms, data analytics, and digital technologies. Others might state that social media, e-commerce, and AI integration offer brands a new horizon for managing brand equity, improving customer engagement, and creating experiences to adapt to changing tastes. Adjustment towards this change can prove challenging for the brands, but on the other hand, they are opening new possibilities that drive innovation in performance and strategy about their brands. 2025, IGI Global Scientific Publishing. All rights reserved. -
Bridging neural technologies with financial decision-making in neurofinance
This book chapter delves into neurofinance, an interdisciplinary domain merging neuroscience, psychology, and financial economics to investigate the neural mechanisms driving financial decision-making. It highlights the role of brain regions such as the prefrontal cortex, amygdala, and striatum in processing emotions, risks, and rewards, alongside the influence of neurotransmitters like dopamine and serotonin. The chapter discusses technological tools like fMRI, EEG, and BCIs, emphasizing their application in studying biases, risk tolerance, and reward anticipation. Practical implications include personalized investment strategies, improved financial planning, and enhanced market stability. Addressing ethical concerns and methodological challenges, the chapter underscores the potential of neurofinance to transform financial systems by integrating neural insights with AI and emerging technologies for better decision-making. 2025, IGI Global Scientific Publishing. All rights reserved. -
Navigating leadership and technology integration in the digital age: Success factors and determinants
This chapter explores the importance of leadership in building an environment that encourages technological innovations and developments, the role of organizational leaders in inspiring employees to accept and use new technologies and the future for business organizations concerning technological advancements. Through a comprehensive literature review analysis, the need for technology embracing leaders who can adopt and help adapting to intelligent communication technologies for facilitated communication, manage the new change and implement strategic solutions have been emphasized. The chapter also includes two case analysis of Cleveland Clinic and Arizona State University demonstrating successful leadership and technology integration and a machine learning approach based on correlation matrix using SUV to assess the relationship between transformational leadership, knowledge-based work passion and organizational citizenship behaviour. The implications of this study are beneficial as it explores the multi-facets of successful technology-integrated leadership in the digital age. 2025, IGI Global Scientific Publishing. All rights reserved. -
Role of digital marketing tactics in enhancing financial performance in e-commerce enterprises
In recent years, the exponential growth of e-commerce has revolutionized how businesses operate and interact with consumers. This surge in online shopping has been accompanied by a parallel rise in digital marketing strategies employed by e-commerce companies to attract, engage, and retain customers. Digital marketing encompasses various techniques, including search engine optimization (SEO), social media marketing, content marketing, email marketing, and pay-per-click advertising. The effectiveness of these strategies in enhancing a company's financial performance has become a subject of significant interest and scrutiny. Companies can boost their bottom line and achieve greater profitability by reducing customer acquisition costs, increasing customer lifetime value, and improving overall marketing efficiency. Ecommerce businesses could better reach their target audience on these channels by increasing their brand visibility and reach and driving traffic to their websites. 2025, IGI Global Scientific Publishing. All rights reserved. -
Regulating the gig economy: Addressing worker rights in India's quick commerce sector
The study examines the regulatory challenges faced by India's fast- growing quick commerce gig economy, with a focus on the rights and protections of workers. It examines the issue of gig workers and implementation gaps in existing frameworks and highlights the vulnerabilities of migrant workers. The study uses thematic analysis to explore aspects such as working conditions, workers' legal awareness, algorithmic management, and gender inclusion in the workforce. Findings reveal regional disparities in working conditions, discrepancies between legal recognition and practical enforcement, and persistent gender- based inequalities. The research underscores the need for tailored, collaborative efforts among various stakeholders to improve the situation of gig workers. This study aims to enhance the understanding of regulatory issues in the quick commerce sector and offers valuable insights for policymakers, platforms, and researchers to improve working conditions and ensure fair treatment for gig workers in India. 2025, IGI Global Scientific Publishing. All rights reserved. -
Sustainable e-commerce for Industry 5.0: Leveraging life cycle assessment for greener consumer choices
The rapid growth of e-commerce has transformed consumer behavior, offering unprecedented convenience but also contributing to significant environmental challenges. In the transition towards Industry 5.0, where human-centric and sustainable innovation is paramount, there is an increasing focus on minimizing the ecological footprint of online businesses. This article explores how Life Cycle Assessment (LCA) can be leveraged within e-commerce to drive greener consumer choices and sustainable operations. By evaluating the environmental impact of products and services from production to disposal, LCA provides critical insights that can inform eco-friendly decision-making for both businesses and consumers. The study highlights innovative strategies for integrating LCA into e-commerce platforms, enabling transparency, promoting sustainable consumer behavior, and aligning with the ethical imperatives of Industry 5.0. It also examines the role of emerging technologies such as artificial intelligence, big data, and blockchain in optimizing LCA processes and delivering actionable insights. 2025 by IGI Global Scientific Publishing. All rights reserved. -
Use of Virtual Reality (VR) and AI in Therapeutic Settings
This chapter explores the transformative impact of virtual reality (VR) and artificial intelligence (AI) in therapeutic settings. It examines how VRs immersive environments and AIs data-driven insights enhance therapeutic practices, including exposure therapy, cognitive rehabilitation, and anxiety management. By aligning with psychological and neurological theories, these technologies offer innovative solutions for improving patient outcomes. The chapter also addresses challenges such as high costs, data privacy, and the need for rigorous research. Future directions emphasize the importance of ongoing development, ethical considerations, and empirical validation. Ultimately, VR and AI hold the potential to revolutionize therapeutic practices, offering more effective, personalized, and immersive treatment options. 2025 by IGI Global Scientific Publishing. All rights reserved. -
Renewable energy integration: Storage solutions for a sustainable future
This chapter describes how energy storage technologies provide critical services for the integration of renewable energy sources, as those sources are variable and intermittent (e.g. solar and wind). It reviews different types of storage solutions - electrochemical, mechanical and thermal - including their relative advantages and drawbacks, as well as their appropriateness for various applications. It highlights the importance of adopting different energy storage types that are tailored to different energy needs. Global Sustainability and Energy Storage: Discussing the broader implications of energy storage systems for global sustainability, such as reducing reliance on fossil fuels, lowering carbon emissions, and improving access to energy in underserved regions. Energy storage technologies are crucial to a reliable, sustainable, low- carbon energy future. 2025, IGI Global Scientific Publishing. All rights reserved. -
Innovative approaches to renewable energy storage: Bridging the gap for a sustainable future
In this chapter, we reviewed works related to renewable energy storage technologies with a focus on innovative solutions that can increase the efficiency, scalability and sustainability of energy systems. This includes advanced materials such as solid- state and lithium- air batteries, hybrid storage systems combining multiple technologies, and decentralised storage supporting grid resilience and energy security. By storing energy generated from renewable sources such as the sun and wind, these innovations seek to reduce carbon footprints and enable a transition to a more sustainable energy future by solving the issue of the intermittency of renewables. The chapter examines the emerging trends and technological developments, highlighting the critical role that next- generation energy storage systems can play in driving the global shift towards renewables and transforming energy infrastructure into a cleaner, more resilient world. 2025, IGI Global Scientific Publishing. All rights reserved. -
Advancements in battery and energy storage materials: Paving the way for sustainable energy solutions
Advanced materials are key to battery and energy storage technology improvements, which are a cornerstone of sustainable energy for the future and are the topic of this chapter. It explores advances in solid- state electrolytes, lithium- sulfuric and sodium- ion batteries, nanomaterials and organic compounds, which all have the potential to enhance energy density, cycle life and environmental sustainability. These materials hold great promise, as they may overcome current limitations in battery performance, safety, and cost, the authors say. The chapter also explores the economic and environmental implications of these innovations, spotlighting their role in the global transition to renewable energy. Given ongoing research efforts and favourable policies, next- generation energy storage systems will play an essential role in advancing clean energy technologies in areas from electric vehicles to electric grid storage. 2025, IGI Global Scientific Publishing. All rights reserved. -
Advancements in battery and energy storage materials: Paving the way for sustainable energy solutions
Advanced materials are key to battery and energy storage technology improvements, which are a cornerstone of sustainable energy for the future and are the topic of this chapter. It explores advances in solid- state electrolytes, lithium- sulfuric and sodium- ion batteries, nanomaterials and organic compounds, which all have the potential to enhance energy density, cycle life and environmental sustainability. These materials hold great promise, as they may overcome current limitations in battery performance, safety, and cost, the authors say. The chapter also explores the economic and environmental implications of these innovations, spotlighting their role in the global transition to renewable energy. Given ongoing research efforts and favourable policies, next- generation energy storage systems will play an essential role in advancing clean energy technologies in areas from electric vehicles to electric grid storage. 2025, IGI Global Scientific Publishing. All rights reserved. -
AI-Powered Ergonomics: Transforming Workplace Health and Safety
The integration of Artificial Intelligence (AI) into workplace ergonomics is revolutionizing the approach to employee health and safety. AI-powered ergonomic solutions leverage advanced data analytics, machine learning algorithms, and real-time monitoring to optimize workplace design, predict risks, and minimize injury-related costs. This article explores the transformative role of AI in identifying and mitigating ergonomic risks, particularly musculoskeletal disorders (MSDs) and repetitive strain injuries (RSIs), which remain prevalent across various industries. By using AI-driven wearables, motion sensors, and intelligent software, organizations can continuously analyze worker posture, movements, and environmental conditions, enabling proactive interventions. Additionally, AI models enable personalized recommendations for workplace adjustments, thereby enhancing employee comfort, productivity, and overall well-being. This article emphasizes how AI is reshaping workplace ergonomics, offering a datadriven, predictive approach to injury prevention and fostering a safer environment. 2025, IGI Global Scientific Publishing. All rights reserved. -
E-government and e-governance: Driving digital transformation in public administration
E-Governance is crucial for enhancing government efficiency, transparency, and accessibility by digitizing public services and processes. This article explores the pivotal role of e-Government and e-Governance in transforming public administration through digital technologies. It examines how governments worldwide are leveraging information and communication technologies (ICTs) to improve the efficiency, transparency, and accessibility of public services. The study addresses key challenges such as the digital divide, cybersecurity, and the adoption of emerging technologies like artificial intelligence (AI) and blockchain in governance. Through a comprehensive review of e-Government initiatives and their impact on public sector efficiency, this paper offers solutions and recommendations for policymakers and highlights the broader implications for both academia and industry. Future research directions are also proposed to advance the understanding of digital governance frameworks in a rapidly evolving technological landscape. 2025, IGI Global Scientific Publishing. -
The role of digital technologies in open innovation
This chapter explores how digital platforms serve as enablers of open innovation by connecting diverse networks of individuals, companies, and institutions. It examines how platforms like GitHub, Innocentive, and Quirky facilitate collaboration, knowledge exchange, and co-creation between internal and external stakeholders, including startups, big enterprises, independent innovators, and research institutes. The chapter also addresses challenges such as security issues, intellectual property concerns, and management complexities in collaborative processes. It discusses best practices for leveraging digital platforms effectively in open innovation, aiming to foster sustainability, adaptability, and continuous growth in a dynamic market. 2025 by IGI Global Scientific Publishing. All rights reserved. -
Leadership and Owner-Manager Well-Being: Examining the Role of Leadership and Owner-Manager Well-Being in Driving Sustainable Innovation
This study investigates the influence of leadership roles and owner-manager well-being on sustainable innovation in kirana (grocery) stores. As key contributors to local economies, these micro-enterprises face increasing pressure to adopt innovative and sustainable practices to remain competitive. The study uses data collected from 51 kirana store owners to explore the direct effects of leadership roles and well-being on fostering sustainable innovation. Correlation and regression analyses are employed to examine these relationships. Leadership roles are assessed in terms of strategic decision-making, vision, and the ability to motivate and guide teams. Meanwhile, owner-manager well-being encompasses physical health, emotional resilience, and overall satisfaction, reflecting the capacity of individuals to adapt and implement innovative practices. Findings reveal significant positive relationships between both leadership roles and owner-manager well-being with sustainable innovation. Leaders who exhibit strong strategic and adaptive capabilities are more likely to drive innovations. 2025 by IGI Global Scientific Publishing. All rights reserved. -
Scaling up women-led businesses: A critical analysis of crowdfunding and alternative financing models
Women-led businesses have gained significant traction globally, yet many still face barriers to accessing traditional forms of financing. Crowdfunding and alternative financing models present new opportunities for these entrepreneurs to scale up and grow their ventures. This study critically examines how these models impact the growth, profitability, and long-term sustainability of women-led businesses. It identifies both the advantages and limitations of using crowdfunding and alternative financing mechanisms, such as peer-to-peer lending and microfinance, in fostering entrepreneurial success. The research further explores the challenges women entrepreneurs encounter in adopting these models, including the gender bias present in many crowdfunding platforms. This paper presents actionable solutions for improving the effectiveness of alternative financing in supporting women-led businesses. The study's findings contribute to both academic research and practical business strategies, offering a roadmap for empowering women entrepreneurs in the evolving financial landscape. 2025, IGI Global Scientific Publishing. All rights reserved. -
Navigating the filter bubble: A pill for hyperpersonalization
AI-driven personalization has transformed the digital landscape shaping consumer behavior, active engagement and influencing purchase intention. However, the extensive use of these strategies have led to a filter bubble-a state of intellectual isolation due to hyper-personalisation. Users are confined to information that reinforces their existing beliefs, limiting awareness of alternative products and leading to advertising fatigue. The chapter delves into extensive literature on filter bubble phenomenon to draw parallel implications from political marketing to consumer marketing. It discusses strategies to mitigate the impact of hyper-personalisation. These strategies focus on platform-specific dynamics, audience fragmentation v/s duplication, and leveraging automated serendipity and ideological polarisation to foster diversity and consumer engagement. The chapter articulates the strategic role of social media in offering personalised marketing to consumers. 2025, IGI Global Scientific Publishing. -
A multi-criteria decision-making approach for prioritising factors influencing customer switching intention in OTT video platforms
The rapid expansion of Over-the-Top (OTT) video platforms has transformed the media industry by providing diverse content and reshaping consumer preferences. This study explores factors influencing customer switching intentions using Multi-Criteria Decision-Making (MCDM) techniques like AHP, fuzzy AHP, and ANP. The findings of this study highlight that content variety and richness are the most critical determinants, followed by customer experience, with factors like the attractiveness of alternatives, switching costs and service quality having secondary importance in influencing customer switching intention. Content diversity, quality, and exclusivity drive retention, while intuitive and user-friendly interfaces enhance satisfaction. The study also emphasizes the influence of competing platforms. While brand familiarity and social influence play minor roles, prioritising rich content and seamless customer experience emerges as the key to loyalty. The integrated MCDM approach empowers OTT providers to improve customer retention in a competitive market. 2025, IGI Global Scientific Publishing. -
The role of consumer ethnocentrism in purchase decisions
Consumer ethnocentrism means consumers have propensity to give preference to products made in their country of residence and it has a major impact on consumer behaviour. This chapter examines the causes of consumer ethnocentrism with focus on patriotism, animosity, consumer affinity and other factors. This paper also analyses the moderating roles of product necessity and product knowledge on ethnocentric tendencies. Theoretical implications for marketers are explored and possible solutions for the consumer ethnocentric issue that marketers might employ segmentation, positioning, and communication strategies. This chapter found that consumer ethnocentrism is an important variable that global marketers need to consider when managing brands and entering international markets. 2025, IGI Global Scientific Publishing. -
Enhancing student engagement in blended learning through personalization strategies on EdTech platforms: An MCDM-based approach
The rapid growth of educational technology highlights the essential need for personalized learning in blended environments. This study uses Multi-Criteria Decision Making (MCDM) methodologies, including the Analytic Hierarchy Process (AHP), Fuzzy AHP, and Analytic Network Process (ANP), to evaluate and prioritize personalization strategies in EdTech platforms. The research identifies data-driven adaptive learning as the most critical strategy (36.46%), followed by AI-powered content recommendations (15.46%) and personalized learning paths (15.11%). It reveals that personalization strategies are interconnected, creating dynamic feedback loops that reinforce one another, enabling continuous learning optimization. The study provides a holistic framework for educational technologists, policymakers, and designers. This approach bridges technological innovation with pedagogy, emphasizing adaptive, datainformed systems that respond dynamically to learner needs, ensuring the balance between innovation and educational quality. 2025, IGI Global Scientific Publishing.