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Beyond binge-watching: How Netflix can adapt its digital marketing strategy for long-term success
In an increasingly competitive streaming landscape, Netflix faces the imperative to adapt its digital marketing strategy for long- term success beyond binge- watching. Challenges include fragmented audience attention, differentiation amidst competition, optimizing marketing ROI, and evolving consumer behavior. To thrive, Netflix must invest in original content, harness data- driven insights, cultivate strategic partnerships, and adapt to changing consumer preferences. By prioritizing subscriber engagement and retention, balancing acquisition efforts, and leveraging emerging technologies, Netflix can maintain its market leadership position and sustain growth. This case study explores key challenges and strategies for Netflix's digital marketing evolution, providing insights for marketing professionals and industry observers navigating the dynamic streaming landscape. 2025, IGI Global Scientific Publishing. All rights reserved. -
Quick and Effective: Exploring the Prominence of Social Media Stories and Short Videos Destination Digital Marketing
This paper explores the transformative role of social media stories and short videos in tourism digital marketing, focusing on their evolution, advantages, and influence on destination promotion. Through a comprehensive review of secondary literature, key developments in social media storytelling are traced, highlighting the emergence and evolution of stories and short videos. The benefits of these formats for destination promotion are analyzed, emphasizing their ability to capture audience attention, evoke emotional responses, and inspire travel decisions in ways that traditional media channels cannot match. Furthermore, the broader influence of social media storytelling on the tourism industry along with key challenges are examined, with a specific focus on marketing prospects and future directions. Insights are drawn from case studies, industry reports, and expert opinions to provide strategic recommendations for tourism stakeholders seeking to harness the power of stories and short videos in their marketing strategies. 2025, IGI Global. -
Digital Transformation Initiatives for Enhancing Customer Experience in OTT Video Platforms
The rise of Over-the-Top (OTT) video platforms has transformed the way users access and interact with video content. With growing competition, it is crucial for OTT providers to improve customer experience. This chapter integrates digital transformation initiatives tailored to OTT video platforms to enhance the customer experience in the agile market. The growth of OTT video platforms depends on their ability to formulate digital transformation strategies to enhance customer experience. The key digital transformation initiatives implemented by OTT platforms to enhance the customer experience are personalisation, content curation, social media interactivity, user interface optimisation, community building, technological innovation, optimisation of monetisation plans, multi-device integration, interactive initiatives, and customer support. This chapter highlights the importance of digital transformation initiatives for meeting consumers evolving preferences and demands. This chapter offers actionable guidelines for OTT video platforms seeking to thrive in a dynamic digital landscape. 2025, IGI Global. -
Leveraging social media and natural language processing for early detection of depressive disorders
Depression is a prevalent mental health disorder impacting over 280 million people worldwide, according to recent World Health Organization (WHO) estimates. It poses a substantial burden on individuals and societies, emphasizing the need for early detection and timely intervention. Despite the availability of treatment options, many affected individuals do not seek professional help due to barriers such as stigma, lack of awareness, and insufficient access to mental health services. With the widespread adoption of social media, people increasingly share their thoughts, feelings, and daily experiences online, providing an abundant source of user-generated content. This information can be harnessed to detect early signs of depression. In recent years, advancements in Natural Language Processing (NLP) and Machine Learning (ML) have paved the way for innovative approaches to analyzing social media data for mental health insights. By processing text-based content from platforms such as Twitter, Facebook, and Reddit, NLP techniques can identify linguistic patterns. 2025 by IGI Global Scientific Publishing. All rights reserved. -
Peer Influence on Students Online Addiction Behaviors: Implications for Prevention Strategies Through Multidimensional Addiction Behavior Scale
This chapter explores how peer influence affects students online addiction behaviours, emphasizing peer pressure, social norms, and modelling. It outlines the risks and protective factors in peer interactions, supported by empirical evidence, and considers moderating factors such as peer group dynamics and individual traits. The chapter proposes prevention strategies, including educational programs, peer- led initiatives, and institution- based efforts. It also highlights the Multidimensional Addiction Behaviour Scale (MABS) as a critical tool for assessing addiction across five dimensions-Psychological, Biological, Social and Environmental, Cognitive and Behavioral, Motivation and Readiness for change. MABS is invaluable for detecting, preventing, and intervening in digital addiction by offering comprehensive insights into how peer dynamics influence online behaviours and supporting the development of targeted strategies for healthier digital habits. 2025 by IGI Global Scientific Publishing. -
Supporting educators with addiction: Intentional learning communities in higher education
This study explores the transformative potential of Intentional Learning Communities (ILCs) in supporting educators facing addiction. By integrating psychometric tools like the Multidimensional Addiction Behaviour Scale (MABS), which evaluates psychological, biological, social and environmental factors, cognitive and behavioral patterns, and motivation and readiness for change, ILCs provide personalized support that enhances mental health and professional growth. The research underscores the urgent need to prioritize educator well-being within the educational ecosystem. ILCs create a structured, empathetic environment that fosters recovery, resilience, and better educational outcomes. The study calls for robust institutional support to ensure the successful integration of ILCs, highlighting their broader positive impact on students, schools, and the overall educational landscape. The findings advocate for holistic approaches to building a healthier, more inclusive educational environment. 2025 by IGI Global Scientific Publishing. All rights reserved. -
Sustainable development and catalysts for inclusive start-up growth in corporate management: Using machine learning
This chapter explores the role of machine learning in enhancing corporate sustainability, governance, and performance, and its connection to social impacts. Incorporating machine learning algorithms into companies' processes can enhance resource utilization and reduce their environmental footprint. Combining machine learning algorithms can offer valuable insights into stakeholder engagement, such as customer preferences, employee satisfaction, and community expectations, enabling responsible decision-making and advancing social responsibility goals through responsible decision-making. In addition, machine learning in corporate governance has been used in monitoring compliance, detection of fraud, and enhancement of transparency. The technologies mentioned enhanced operations performance, fostered trust and accountability, and enhanced a firm's social image. The chapter presents case studies demonstrating how machine learning can foster socially responsible, sustainable, and performance-oriented businesses, emphasizing ethical considerations in data privacy. 2025, IGI Global Scientific Publishing. All rights reserved. -
Right to Internet Access vs. National Security Concerns: Addressing the Complex Questions of the Digital Era
The globe has made tremendous progress over the last few decades. The scientific and technological advancements have provided immense possibilities and opportunities to the world through the latest digitalization process. The present century is even termed as the digital era. Internet access is the most crucial element for the maximum utilization of digital technologies. Accordingly, the concept of digital rights evolved and identified the right to Internet access as the most essential digital right. However, several countries have not implemented this right as part of their human rights framework due to a lack of an international covenant or treaty. Besides, many countries violate the right to Internet access through many mechanisms, claiming national security grounds. In 2024, almost 300 Internet shutdowns happened across the globe, violating peoples fundamental rights. From this perspective, this chapter examines the relevance of Internet access and critically evaluates the national security defensive mechanism. 2026 by IGI Global Scientific Publishing. -
A Legal Analysis on Navigating Facial Recognition Technology in Indias State Surveillance Framework
The evolution of the state surveillance apparatus in India, particularly through the integration of novel technologies such as Facial Recognition Technology (FRT) and Artificial Intelligence (AI), has significantly transformed national security and law enforcement strategies. While these advancements enhance the states capacity for counter- terrorism and crime prevention, they also raise critical privacy and human rights concerns. The paper analyses the existing legal framework governing surveillance in India, focusing on the implications of AI- driven FRT. Key concerns are categorised into three areas: (a) security vulnerabilities, (b) inaccuracies, biases, and lack of transparency in FRT systems, and (c) the potential misuse of surveillance powers by the state. The paper is not technical in nature; instead, it critically analyses existing laws and proposes policy recommendations and regulatory mechanisms to balance national security imperatives with the protection of individual privacy rights in a democratic society. 2026 by IGI Global Scientific Publishing. -
Green Marketing and AI-Driven Branded Entertainment: Ethics and Opportunities
This chapter explores the fusion of green marketing and AI-driven branded entertainment, focusing on ethical, strategic, and creative innovations in sustainable advertising. As brands increasingly adopt green marketing to resonate with environmentally conscious consumers, artificial intelligence (AI) is transforming the way branded content is produced, personalized, and delivered. The chapter discusses ethical concerns, such as transparency, data privacy, and potential manipulation, while highlighting the strategic benefits of AI in promoting sustainability. It also examines the evolving role of advertising professionals, emphasizing the new competencies required to navigate this AI-driven landscape. Case studies of successful campaigns illustrate how AI can effectively engage audiences and drive sustainable consumer behavior. 2025, IGI Global Scientific Publishing. -
A study on the relationship between personality traits and job satisfaction of nurses
Human resource development in nursing involves training, continuing education, and mentorship to enhance nurses' skills and knowledge. By investing in the professional development of nurses, human resource development contributes to improved patient care, and employee satisfaction. The present study was carried out to examine the relationship between personality traits and job satisfaction of nurses and to find out whether there are any differences based on marital status. The data was collected from 92 nurses from five hospitals in Kerala and Karnataka states. Tools used for data collection were the Job satisfaction scale and the Big Five Personality Inventory. The data was analyzed using a t- test and correlation. Results of the study indicated that job satisfaction shows no significant differences based on marital status. The personality trait conscientiousness positively correlated with job satisfaction. Implementing Human resources development (HRD) practices in nursing significantly impacts nurses' job satisfaction, contributing to hospitals' performance excellence. 2025, IGI Global Scientific Publishing. All rights reserved. -
Decision-Making Frameworks for Integrating Motion Control in Business Operations
This chapter includes some strategic plans of how to incorporate motions control technologies in the business to promote efficiency, agility, and to make data- driven decisions. It cogitates about the real- time motion tracking and the focus on optimization in the logistics sphere, production and asset management through automation and smart analytics. The chapter explains how AI, IoT, control algorithms help harmonize the processes of motion with the goals of organizations. They lay emphasis on decision theory, performance measures and on the flexibility of motion systems in dynamic environments. The chapter has shed light on the ability of motion control to become the engine of innovation and competition in the operation of the contemporary enterprise by offering scalable and practical integration models. 2026, IGI Global Scientific Publishing. All rights reserved. -
Predictive Maintenance and Asset Management Using Motion Analytics
In this chapter, the researcher studies how motion analytics enabled by smart sensing and data modeling provides an effective way of predictive maintenance and managing assets within industrial systems. It talks about how time based diagnostics and anomaly detection algorithms in the past time along with the history trends could be used to predict machine failures even before it has happened. The combination of machine learning and Internet of Things (IoT) platforms is stressed as one of the enablers of real- time decision making and low rates of downtimes. Such implementation issues as data quality, sensor calibration, system scalability are also tackled in this chapter. It lays stress on the importance of motion analytics with respect to reliable and efficient planning of lifecycle management and key assets. 2026, IGI Global Scientific Publishing. All rights reserved. -
Chatbots as tools for psychoeducation and self-help in mental health
The chapter highlights the role of mental health chatbots in solving problems in global mental health. It aims to explore how AI-powered conversational agents bridge the gap between growing demand and limited availability of mental health services. The authors explain advantages of chatbots, including accessibility, affordability, and user anonymity. They investigate the effectiveness of chatbots in improving treatment outcomes, meeting user needs, and improving operational efficiency. In addition, the chapter highlights the ability of chatbot as a knowledge sharer that seamlessly integrates information from various sources and keeps professionals up to date with current events. It deals with psychoeducation in clinical and non- clinical populations, covering biological, cognitive, emotional, and behavioural aspects. The authors also discuss the potential of chatbots in screening and self- help. Finally, they emphasise the importance of collaboration between psychologists, physicians, and engineers to optimise the development of chatbots to respond dynamically to user needs. 2025, IGI Global Scientific Publishing. All rights reserved. -
Ensuring cinema's success and failing audience: Exploring dominant cinematic violence
Screen violence has steadily increased in Indian cinema and has become a commercially lucrative aesthetic. The more Indian cinema portrays violence, the more success it registers, breaking the previous record set by yet another violent crime movie. The intended meaning of these successful violent productions and the screen messages perceived by the audience seem to echo each other, reinforcing specific dominant cultural values. While recording commercial success, these films completely rewire the essential Indian cinematic aesthetics cultivated over a century. This paper is a narrative commentary on the increased violence in Indian cinema in the last six years and attempts to point out the lost significance of other film genres. The arguments presented are drawn from a visual content analysis of 50 commercially successful films produced between 2018-23. The paper attempts to problematize the shrinking diverse audience and the increasing monolithic audience looking for a one-time screen experience rather than appreciating the cinema possibilities as a mass-appealing medium. 2025 by IGI Global Scientific Publishing. -
Key Strategies for Happiness in Workplace: A Pragmatic View
Well- being and happiness in the workplace are crucial for fostering a productive workforce. Happiness in the workplace is multi- factorial, comprised of psychological well- being, job satisfaction and harmonious human relationships. Research studies reveal that employees who experience higher levels of happiness and well- being are more productive, creative, and better at problem- solving. Positive well- being practices have been shown to increase employee satisfaction and reduce turnover rates. Moreover, these practices contribute a lot to reduce job stress and burnout. Testing happiness or well- being assessments are also critical to promoting employee satisfaction. Regular assessments can provide newer insights, allowing employers to identify areas where interventions or modifications are needed and to measure the impact of implemented strategies. 2025 by IGI Global Scientific Publishing. -
Are Employees Satisfied and Positive Towards Life?: From the Perspective of Subjective Wellbeing
Most of the organizations are mainly focusing on both the physical and mental wellbeing of the employees. There is not much research happening in the concept of subjective well- being. The chapter mainly focuses on the conceptual definition of the term. Also, examines the effective and cognitive aspects of subjective well- being. It also focuses on the factors where the factors focus on personal and organizational factors and outcomes that are related to the concept of subjective wellbeing. This chapter also gives some insights into managers on the importance of the subjective wellbeing as a concept in the organization and how it fosters the over wellbeing of the individual as well as organization. 2025 by IGI Global Scientific Publishing. -
Well- being and Happiness in the Garment Industrial Sector in Bangalore: A Qualitative Study
Well- being and happiness are essential attributes for a meaningful life. Well- being is the sum total of all positive emotions and satisfactions, whereas happiness is an emotional expression of a pleasant mental state. Well- being and happiness depend on many factors like education, skills, working space, interpersonal relationships, and family interactions. This chapter critically analyzes the parameters of well- being and happiness among the garment industrial workers in Bangalore Urban. Bangalore is the garment capital of India, which has many garment units and employs almost 0.3- 0.5 million people. Most of them are women and less educated, and come under the category of unorganized workers. The chapter follows the unstructured interview method of qualitative methodology for exploring the experiences of garment industry workers in relation to their well- being and happiness. Based on their narratives, the chapter enlists the drawbacks in the sector and gives specific policy guidelines to ensure their well- being and better productivity. 2025 by IGI Global Scientific Publishing. -
Resilience in Education: Addressing Addiction and Cultivating Mindfulness for Well-Being
The critical significance of addressing precarity within the neoliberal education system is the implementation of comprehensive interventions and support systems. The text identifies addiction, resilience, and mindfulness as crucial elements in addressing the intricate challenges that individuals encounter within educational environments. Substance abuse frequently manifests as a means of coping with tension, highlighting the criticality of robust support networks. Mindfulness is a potentially effective strategy for navigating uncertainty through cultivating resilience and emotional regulation. Support systems for mental health and mentoring programs, examples of initiatives that foster resilience, are crucial in enabling individuals to confront precarious circumstances effectively. Adopting a comprehensive strategy incorporating mindfulness, addiction treatment, and resilience development is imperative to advancing educational equity and well-being. 2026, IGI Global Scientific Publishing. -
Cultivating Flourishing and Resilience in the Digital Age: Addressing Digital Addiction With Multidimensional Addiction Behavior Scale
This study investigates strategies to mitigate digital addiction while promoting flourishing and resilience in the digital age. Digital addiction, characterized by compulsive behaviours related to digital devices and platforms, poses significant challenges to physicalhealth, mentalwell-being, andsocialrelationships. Grounded in the biopsychosocial model of health and drawing upon theories of behavioural addiction, social learning, self-determination, and cognitive-behavioural therapy, this research explores the prevalence, impacts, and interventions of digital addiction across diverse demographics. The study aims to identify practical educational, policy, and community-based approaches to foster healthy digital behaviours and enhance resilience. By addressing these issues, this study contributes to a deeper understanding of digital addiction and provides recommendations for promoting well-being amidst pervasive digital technologies. Copyright 2026, IGI Global Scientific Publishing. Copying or distributing in print or electronic forms without written permission of IGI Global Scientific Publishing is prohibited. Use of this chapter to train generative artificial intelligence (AI) technologies is expressly prohibited. The publisher reserves all rights to license its use for generative AI training and machine learning model development.