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Edible Innovation: How Youth-Driven Trends Are Shaping the Future of Food Marketing
The food market is undergoing changes, and consumers 2020 to 2024 are shaping a market segment with unique eating behaviours. Nowhere is the impact of transformative trends that are reshaping the present and near future of markets and populations so pronounced than in food marketing and consumption. Dates throughout 2020-2024 are being pondered in this chapter to explain what makes this current generation tick. It also contains an overview of new innovations and modern changes in products and process, promotional, and marketing activities. This chapter looks at how the strong will, character, and ambition of the new generation are paving new paths in the food industry, leaving outdated practices behind and hitting the reset button on standards of health and sustainability. 2025 by IGI Global Scientific Publishing. All rights reserved. -
Edible Innovation: How Youth-Driven Trends Are Shaping the Future of Food Marketing
The food market is undergoing changes, and consumers 2020 to 2024 are shaping a market segment with unique eating behaviours. Nowhere is the impact of transformative trends that are reshaping the present and near future of markets and populations so pronounced than in food marketing and consumption. Dates throughout 2020-2024 are being pondered in this chapter to explain what makes this current generation tick. It also contains an overview of new innovations and modern changes in products and process, promotional, and marketing activities. This chapter looks at how the strong will, character, and ambition of the new generation are paving new paths in the food industry, leaving outdated practices behind and hitting the reset button on standards of health and sustainability. 2025 by IGI Global Scientific Publishing. All rights reserved. -
Role of Influencer Marketing in the Indian Retail Business Sector: A Qualitative Study
The enhancement of technology has increased social media usage among internet consumers. As the people from young to old generations people are addicted to social media and it turns out to be an opportunity for marketers to attract potential customers. A qualitative study with an in-depth interview and a structured questionnaire was conducted with the establishment managers and owners of the retail outlets who are endorsing their retail outlets with social media influencers. The study has established a framework "CARE" for social media Influencers (Content & Campaign, Awareness, Reach & review, engagement) identified as the key indicators in Influencer promotions. The paper provides an understanding on influencer marketing, endorsements & promotions at low cost while reviewing the product performance to users benefiting the social society. 2025 by IGI Global Scientific Publishing. All rights reserved. -
The Impact of Marketing Strategies in the FastFood Industry
This study explores the effectiveness of marketing strategies in the fast-food industry, focusing on digital marketing, promotions, mobile app usage, celebrity endorsements, and perceived value for money. The aim is to provide insights for refining marketing strategies that engage key consumer segmentsMillennials, Gen Z, and Gen X. These cohorts shape consumer behavior, making it crucial for businesses to understand how to effectively engage them. The research examines the relationships between marketing strategies and fast-food consumption frequency and investigates generational differences in consumer responses. A quantitative approach using surveys and questionnaires captures consumer preferences, perceptions, and behaviors. Statistical methods, such as descriptive statistics and Spearmans correlation, are employed for analysis. Findings reveal that digital engagement, promotions, mobile app usage, celebrity endorsements, and perceived value for money significantly influence fast-food purchase frequency. 2025 by IGI Global Scientific Publishing. All rights reserved. -
AI-Powered Financial Inclusion: Bridging the Gap for the Unbanked
Financial inclusion is crucial for both economic growth and decreasing poverty levels, however, around 1.7 billion adults worldwide still do not have access to banking services. AI- driven financial technologies offer creative solutions to close this divide through offering easy, cost- effective, and effective financial services. This chapter delves into the present situation of financial inclusion, the main AI technologies driving changes, successful examples, obstacles, and future outlook. Through the use of artificial intelligence, we have the ability to develop a financial system that is more inclusive, giving power to individuals and promoting economic growth. 2025 by IGI Global Scientific Publishing. All rights reserved. -
ML Use in Fraud Detection in the Financial Sector
Detecting fraud is complex, requiring analysis of vast data over time, making it resource- intensive for human investigators. This chapter explores key forms of financial fraud, including those involving corporations, banks, and insurance sectors. It provides a thorough evaluation of various machine learning techniques, such as supervised and unsupervised learning, deep learning, and ensemble methods, used to detect and prevent these financial crimes. The chapter examines the effectiveness of algorithms like LR, DT, SVM, and NN in identifying complex fraud patterns. Additionally, it discusses advanced approaches like anomaly detection, clustering, and real- time fraud detection systems. It highlights ongoing challenges and proposes potential future developments, including explainable AI, federated learning, and improved data processing techniques. This comprehensive exploration aims to deepen the understanding of machine learning's role in fraud detection and guide future research toward more effective and reliable fraud prevention strategies. 2025 by IGI Global Scientific Publishing. All rights reserved. -
A study on digital intelligence and influencer marketing for sustainable diversification of India's retail economy: A qualitative study
The purpose of the study is to investigate the role of Digital intelligence via influencer marketing to see its significance impact on India's retail economy. Throughout the decade digital technologies have been adopted into the social eco-system. Through mixed methodologies, the study has collected data from the Hyderabad region from multiple retail outlets to understand the influence of digital intelligence on consumers in interacting with retail outlets. The results of the study indicate that a significant presence of retail outlets online improved the performance of retail outlets. The customer's point of interaction and contact has been improved significantly. The findings of this study will provide valuable insights for the policymakers, retailers, and marketers to navigate in digital landscape and to be a part of sustainable economic growth in India's retail boom. 2025 by IGI Global Scientific Publishing. All rights reserved. -
Big data analytics in tourism development and marketing: Theoretical perspectives on big data analytics in tourism marketing
The title of the suggested book chapter is " Theoretical Perspectives on Big Data Analytics in Tourism Marketing" and it is about the influence of big data analytics in the growth and promotion of tourism. It just shows how the AI and Metaverse can strategically use big data for better Market Segmentation and Customer behaviour analysis. This chapter looks at how metaverse technology allows tourists to participate in virtual experiences. Tourism companies can refine their marketing strategies, streamline operations, and provide value added experiences to their consumers by utilizing big data analytics. This Chapter underlines the power that big data has to change the tourism industry by enhancing decision making and spurring innovation in service provision. 2025 by IGI Global Scientific Publishing. All rights reserved. -
Leveraging technology for sustainable economic growth: Advancing the SDGs through innovation
Raising long-term competitiveness of national economies is an important requirement with the broad use of digital technologies. In addition to offering the possibility of economic restructuring, information and communication technologies open up new avenues for all citizens to access a range of services, such as first-rate healthcare and education. As a result, these developments promote inclusive growth and significantly aid in the achievement of the UN Sustainable Development Goals (SDGs). Significant economic changes that raise living standards and boost global competitiveness can be sparked by the promise of digital transformation within a framework of sustainable development. Keeping in view the above, the chapter thoroughly examines practical and theoretical frameworks pertaining to the application of sustainable development, as well as an assessment of the possibilities for using digital technologies to promotesustainable competitiveness. The relationship between digital inclusion and its longterm effects on global economic development is also analyzed. 2025 by IGI Global Scientific Publishing. All rights reserved. -
Emerging trends in usage of drone technology: Exploring the ethico-legal frontiers
As an offshoot of technological advancement, the integration of autonomous Artificial Intelligence (AI) in the usage of drone technology has entirely changed the current landscape. Usage of drones in commercial activities, military services, emergency operations has expanded the horizons of human life. But together with this evolution there arise several critical ethico-legal concerns such as privacy and security issues, accountability, and environment impact making its real-world implication a significant concern in the current times. These issues need to be addressed in purview of policy framework and existing guidelines concerning the ethical usage of drone technology. Keeping in view the above, this chapter explores the emerging trends in drone usage through the lens of ethico-legal perspective across various sectors. It also highlights the complexities of its usage with regard to its rapid advancement. Furthermore, the global governance perspective considering responsible use of drones among policy makers and stakeholders is widely examined. 2025, IGI Global Scientific Publishing. All rights reserved. -
Success Stories and Happiness Wisdom Framework for Thriving Workspaces: Crafting Cultures of Wellbeing
In todays fast- paced and increasingly complex work environment, organizations are under immense pressure to ensure not just productivity but also the overall well- being of their employees. Through the exploration of real- world success stories, this chapter will illustrate the innovative strategies adopted by organizations to create environments where employees flourish. Additionally, Happiness Wisdom Framework, a practical guide that organizations can adopt to cultivate a culture of well- being, is proposed. Methodology relies on secondary sources and focussed group discussions conducted among Generation Z participants to provide a comprehensive analysis of employee well- being practices and the formulation of the Happiness Wisdom Framework. This chapter will be helpful for HR and organizational leaders looking to implement effective well- being strategies and benefit researchers and consultants interested in understanding how to create sustainable, positive workplace cultures through the adoption of innovative frameworks like the Happiness Wisdom Framework. 2025 by IGI Global Scientific Publishing. All rights reserved. -
Implementing the Happy Wisdom Framework in Modern Workplaces: Nurturing Joyful Insights
Happiness in the form of pleasant moods and emotions, well- being, and positive attitudes has been attracting increasing attention throughout psychology research. This chapter introduces the happy wisdom framework, an integrative approach designed to nurture joyful insights and address the multifaceted challenges of modern workplaces. By combining the principles of wisdom and happiness, the authors propose a comprehensive strategy for enhancing individual well- being, team dynamics, and organizational culture. The framework builds on established conceptualizations of wisdom and happiness, drawing from extensive theoretical and empirical research. It identifies key workplace issues at different levels, including individual stress and lack of meaning, team incivility and abusive supervision, and organizational deficits in ethical, social, and environmental responsibility. The chapter concludes by presenting practical insights and recommendations for integrating the happy wisdom framework into workplace practices that benefit employees and organizations alike. 2025 by IGI Global Scientific Publishing. All rights reserved. -
Harnessing Wisdom and Happiness Through Character- Strengths in Organizations: Building Flourishing Workplaces for Sustainable Success
This chapter highlights the crucial role of wisdom in improving well- being and happiness within organizations. In high- pressure work environments, employee well- being is essential for success. Wisdomcomprising creativity, curiosity, judgment, love of learning, and perspective, as identified by Peterson and Seligmanis key for navigating complex settings and promoting continuous improvement. The chapter focuses on nurturing these strengths to enhance workforce engagement, satisfaction, and productivity. It explores how cultivating wisdom at various organizational levels boosts happiness and accountability. A conceptual model is proposed to show how wisdom supports organizational happiness and outlines strategies for developing these strengths among employees. By integrating wisdom into organizational practices, leaders can create thriving environments that achieve sustainable success and improved employee engagement, with practical strategies provided for actionable steps. 2025 by IGI Global Scientific Publishing. All rights reserved. -
Equity and inclusion in literacy policies: Case study on the impact of including assamese literature and excluding Koch Rajbongshi literature
This chapter examines the impact of Assam's literacy policies, which includes Assamese literature but excludes Koch Rajbongshi literature, on cultural representation, student engagement, and social equity. Through a case study approach, it reveals how this selective inclusion perpetuates cultural marginalization, affecting the self- identity and educational experiences of Koch Rajbongshi students. Theoretical insights from cultural hegemony, social justice in education, and critical literacy emphasize that inclusive curricula foster a cohesive and equitable society by valuing diverse cultural narratives. The chapter calls for policy reforms to integrate minority literature, advocating for an inclusive educational system that respects Assam's cultural diversity. These efforts are essential for promoting equity, enhancing student engagement, and fostering a sense of belonging. Aligning Assam's literacy policies with UNESCO principles promotes equity, cultural diversity, and preservation of Koch Rajbongshi literature. 2025, IGI Global Scientific Publishing. All rights reserved. -
Crafting inclusive curricula: Strategies for equitable literacy education
The journey towards inclusive curriculum design is both complex and transformative, requiring a fundamental shift in addressing the diverse needs of students. This chapter explores the multifaceted nature of inclusive curriculum development as a vital pathway to achieving educational equity, particularly in literacy education. By integrating principles such as differentiated instruction, culturally relevant materials, and Universal Design for Learning (UDL), educators can create dynamic, responsive curricula that honor cultural, linguistic, and cognitive diversity. Sustaining these efforts demands collaboration among policymakers, educators, parents, and communities, along with strategic investments in teacher training, assistive technologies, and inclusive resources. This chapter underscores the necessity of proactive and sustained commitment to fostering equitable, engaging, and empowering educational environments for all learners. 2025, IGI Global Scientific Publishing. All rights reserved. -
AI-driven service marketing in accessible tourism: Digitizing hampi for all
This book chapter, which focuses on the historic site of Hampi, India, investigates how artificial intelligence (AI) might be included into service marketing to improve accessible tourism. Hampi presents special accessibility issues because it is a UNESCO World Heritage Site, especially for those with impairments. In addition to introducing AI-driven technologies like machine learning, natural language processing, and augmented reality and discussing how they might be used to enhance tourist experiences at Hampi, the chapter also examines current trends and difficulties in accessible tourism. A focus on personalized service delivery, increased tourist engagement, and inclusivity, case studies and examples from international practices demonstrate effective AI implementations in accessible tourism. In the end, this chapter offers perspectives and suggestions for utilizing AI-driven service marketing to promote universal accessibility and digitize Hampi, improving visitors' encounters with the local cultural heritage. 2025, IGI Global Scientific Publishing. -
Secure video conferencing for virtual counseling sessions: Leveraging the properties of the multidimensional addiction behaviour scale
This chapter explores the integration of secure video conferencing in school counseling, emphasizing its benefits, challenges, and ethical considerations. Video conferencing enhances accessibility, allowing counselors to support students regardless of location, while fostering engagement through interactive tools. Key issues such as maintaining confidentiality, adhering to privacy regulations, and ensuring informed consent are addressed, alongside the importance of professional boundaries and ethical digital recordkeeping. Training for counselors and students is highlighted as essential for effective implementation. The chapter underscores the significance of secure, inclusive virtual counseling in modern schools, balancing technological innovation with human connection. Thoughtful implementation ensures that counseling services remain accessible, secure, and tailored to students' diverse needs, advancing mental health support in evolving educational environments. 2025, IGI Global Scientific Publishing. All rights reserved. -
Assessing Security and Privacy Concerns in LLM Applications: Legal and Social Concerns
Large language models (LLMs) like Open AI's GPT- 4 have transformed many industries, including natural language processing. But, still the applications of these need a properly secure mechanism as it is getting attached to everyday technology at on an extensive rate and large security & privacy risk are encapsulated in its use which must be controlled for safe and ethical use. LLM models are trained with an avalanche of data, often from web- scraped sources that could be handling personal and sensitive content. This may inadvertently have the LAZ model hold on to, and possibly leak, some private data of users who use the API. Having measures to address them through comprehensive strategies and conforming with regulations are important in the responsible usage of LLM applications. 2026 by IGI Global Scientific Publishing. All rights reserved. -
Human-AI collaborative intelligence: Ethical and legal considerations
The present globe benefits from the unprecedented growth of science and technology. The invention of Artificial Intelligence (AI) has opened a vast horizon of possibilities, choices, and capabilities for humans and society. AI-powered human-like systems provide substantial interaction and collaboration for better results in many fields. The speed, efficiency, and effectiveness of AI systems prompted almost all sectors, like healthcare, education, transport, and communication to invest in them. This resulted in shifting attention from human-human collective intelligence to human-AI collaborative intelligence. This shift has significantly contributed to many fields and reduces the security risks to humans. However, there are also many ethical and legal concerns in this innovative area, like data privacy, transparency issues, liability, and accountability. This chapter, using analytical and critical methods, examines the functioning of collaborative intelligence and suggests the required ethical and legal principles for incorporation into national and international policy design. 2025, IGI Global Scientific Publishing. -
Artificial Intelligence and Machine Learning in Educational Apps
The integration of Artificial Intelligence (AI) and Machine Learning (ML) in educational applications is transforming higher education by enhancing personalized learning, intelligent tutoring, and predictive analytics. This chapter explores AI-driven functionalities, including adaptive learning, NLP, and automated assessments, while addressing challenges such as data privacy, algorithmic bias, and accessibility. Through case studies, it highlights AIs transformative potential in shaping future education, offering insights for educators, researchers, and developers interested in AI-driven learning innovations. 2026 by IGI Global Scientific Publishing. All rights reserved.