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Towards the underlying theories of artificial intelligence in customer engagement: A review and future research agenda
Artificial Intelligence (AI) and customer engagement have grabbed the attention of many business organizations in the recent past, especially with the advancement of machine and deep learning. Though there is significant development in this area, in reality customer engagement and customer experience has received less attention. Since there is less theoretical and empirical evidence related to AI application in customer engagement, the objective of this research is to lay down the theoretical underpinning for artificial intelligence and customer engagement research and to propose a future research agenda. In this context, the present study aims to full fill the gap based on 20 different theories and model identified from 53 A Star and A categories of Australian Business Deans Council (ABDC) journals (2011-2023), and result are analyzed using classifier variables. In associating the presence research aim, four prominently used theories like value co-creation theory, theory of planned behaviour, SOR (Stimulus- Organism-Response) theory, Relationship Marketing theories are selected to review. The selected theories are compared based on key attributes and outcomes to give a clear direction towards an optimum theory development. By validating the various theoretical perspective, the present study also gives first-hand insight to the practising manager to formulate organization strategy and researcher to explore the future research directions. 2025 Arabinda Bhandari and Mudita Sinha. All rights reserved. -
User-engaged critical thinking abilities through 360-degree virtual reality documentaries
This chapter investigates how selected 360-degree VR documentaries foster critical thinking abilities among journalism students. A qualitative methodology was employed, and group discussions were conducted for data collection. The analysis was based on the Watson Glaser Critical Thinking Appraisal test, where four components are considered parameters for measuring students' critical thinking abilities. The study measures the analytical abilities, reasoning, interpretation, and logical conclusions that students can draw using the 360-degree VR documentaries. The results indicate a positive reception of virtual reality technology in enhancing critical thinking abilities using 360-degree virtual reality documentaries. VR documentaries engage the audience with their storytelling format, which accelerates their thought process and increases the immersive experience of the medium. The data also reflects how VR can be a powerful medium for addressing sensitive issues with an intensity that can pull authorities into implementing powerful policies. However, this chapter also highlights the constraints associated with the medium, which future researchers and content creators should consider to mitigate the challenges. Additionally, the limited content availability is considered a drawback of the study, which restricts the medium from reaching potential audiences. This chapter marks a pioneering attempt in India to understand how 360-degree VR documentaries enhance critical thinking abilities. This chapter's positive results offer an opportunity for educators to adopt the technology to create hybrid classrooms, thereby increasing students' engagement in the learning process. 2025 Twinkle Sara Joseph, Kannan Subramani and Biju Kunnumpurath. All rights reserved. -
Embracing edge computing: Elevating marketing intelligence across Asian business horizons
This research paper investigates the transformative potential of Edge Computing within the Asian business landscape, with a specific focus on India and China. It also aims to understand the implications of edge computing in the domain of market intelligence in the Asian business setup. The study falls into the category of exploratory research. It is based on the systematic review of academic literature related to edge computing and frontier technology advancements in Asian countries. The findings suggest that Edge Computing has the potential to bridge the technology gap in Asia, offering governments and businesses the means to reach wider audiences and accelerate innovation. Edge Computing is in the early stages of mass adoption, especially in the Asian context. Hence, this viewpoint article sets itself apart by enunciating the structure and approach in which the Asian business landscape can make use of edge technologies. The practical implications of this study lie in its potential to inform policymakers, businesses and technology innovators in Asia about the opportunities presented by Edge Computing. By understanding the tailored approaches taken by India and China, stakeholders can better harness Edge Computing to drive economic development, bridge technology disparities and enhance their global competitiveness. 2025 Priyakrushna Mohanty and Khushi Vasudev. All rights reserved. -
Unveiling the transformative role of chatbots: An insight from industry
In the 21st century, technological advancements have left an indelible mark on various industries. This study seeks to gauge the effectiveness of Chatbots with a specific lens on four pivotal sectors: Banking, Healthcare, Education and Information Technology. Acting as virtual conversation agents, Chatbots simulate human-like interactions. Through the lens of the Dialogue Manager theory, this research aims to pinpoint crucial attributes spanning distinct dimensions. These include the realm of the attributes, namely customer experience (user-friendliness, attentiveness, clarity, awareness and security), company experience (passion, timeliness, customer engagement, tracking customer), communication experience (observer, respectfulness, emotions, good listener, preciseness) and technology experience (updated technology, industry applied, quick response, problem-solving, high backup). This study investigates user perceptions, facilitating a more profound comprehension of Chatbot efficacy. The outcomes benefit the aforementioned industries, aiding them in refining their automation processes for heightened user-friendliness. Moreover, the potential for extending this research with empirical analysis opens avenues for further exploration. 2025 Shimmy Francis and Sangeetha Rangasamy. All rights reserved. -
Synergizing digital learning with customer engagement in digital era
Specifically concentrating on the junction of digital learning and customer engagement, this research investigates the dynamic interplay between technology, education, and consumer relationships. The research demonstrates a symbiotic link between advances in one field and their favourable influence on the other through a thorough literature review and case studies. The findings show that increasing learning outcomes and fostering meaningful customer involvement may be achieved by combining customer engagement tactics with digital learning methodologies. According to the study's conclusion, firms must take advantage of this convergence to gain a competitive advantage. It highlights that digital learning and consumer involvement offer a substantial channel for innovation and growth. According to the report, for a complete user experience, customer engagement tactics should include digital learning tools. By illuminating this creative amalgamation, this chapter provides a novel outlook on the dynamic digital terrain, providing discernments into restructuring pedagogical approaches and augmenting customer engagements. 2025 Samriddha D. P., Thirupathi Manickam, Devarajanayaka Kalenahalli and Ravi V.. All rights reserved. -
An empirical examination of factors influencing adoption of innovation for sustainable economy: Evidence from MSMEs' perspective
This chapter aims to identify the various factors that determine the adoption of innovation, incorporating sustainability management among micro, small and medium enterprises (MSMEs) in the context of developing economies. Methodology: A final sample of 502 respondents was used in this study. It employed the factor analysis technique to assess the various factors that influence sustainability-oriented innovation in MSMEs. Findings: This chapter identifies six factors, namely government support, financial resource and capabilities, technological capabilities, management support, capacity building, collaborations and sustainable open innovation practices (SOIP) that determine the adoption of sustainability-oriented innovation among MSME in developing economies like India. Implications/Limitations: The findings of this chapters will be helpful for MSME practitioners to focus on the factors to drive sustainability-oriented innovation in the business organization. It will also help the other stakeholders to improve the understanding of development and implementation of innovation incorporating sustainability in the MSMEs. The limitation of the study is that the findings are only in the context of textile industry and the determinants may vary across different industries. Originality: This chapter significantly expands the extant body of knowledge in sustainability-oriented innovation in the context of MSME in the textile industry in developing economies. 2025 Rubee Singh, Kishore Kumar, Shahbaz Khan and Ankita Sharma. All rights reserved. -
Leveraging cloud technology for sustainable innovation ecosystem: An ethico-legal perspective
Technological advancements affect the environment at great cost. The shift to cloud computing has intensified ethical and legal tensions over privacy, jurisdiction and regulatory requirements. The attention towards the socio-environmental consequences of economic and industrial interference is growing as corporations stress on the sustainable aspects of supply chain and product creation. The transformation of cloud technology to a sustainable innovation ecosystem depends on several ethical practices. The objective of this study is to analyse the critical factors required for the adoption of ethical, legal, and regulatory compliance for cloud technology in a sustainable innovation ecosystem. Design/Methodology/Approach: Under the doctrinal approach, the authors used an analytical method to analyse the ethical and legal perspective for the use of cloud technology in the innovation ecosystem. The authors critically analyse the international, regional and national regulatory guidelines concerning cloud technology. Findings: The study shows the lack of universally accepted framework to regulate the usage of cloud technology in a sustainable innovation ecosystem. Keeping in mind the ethical and legal impact of technology on the society and environment, the study insists global attention. Limitations: The analysis of the ethical and legal implications on the managerial and administrative aspects supports the stakeholders to comprehend the issues (ethical, legal and social) in relation to cloud technology. The study limits to focus on ethical and legal implications concerning usage of cloud technology in innovation ecosystem. Research Originality: This study critically explores the factors responsible for the rising ethical and legal issues in the usage of cloud technology in the tech-driven world. 2025 Ananya Pandey, Jipson Joseph, Amit Joshi and Vikas Kumar. All rights reserved. -
Implication of big data in hospitality with special reference to ecoresorts in Karnataka
Big data with its velocity has revolutionized several industries, and the hospitality industry is no exception. Operational efficiency and services of ecoresorts can always be improved with customer reviews, and big data provide unprecedented opportunities toimplement it. Socialmedia has alwaysbeen instrumental in capturing customer feedback and understanding booking patterns. On this note, it has been aimed to understand the visitors' sentiment and to identify satisfactory indicators for this business. In this scholarly work, Tripadvisor website has been adopted as the collection platform. A total of 15 resorts with 7,235 reviews have been considered for the same. It has been intended to capture up-to-date data available till April 2024. The five-stage model has been considered for the smooth execution of the analysis which includesweb scraping for data extraction, data pre-processing, data storage, sentiment analysis, and understanding key insights. More specifically, with the help of Natural Language Processing (NLP), text analytics was executed to understand customers' sentiments. In total,150 high-frequencywords have been captured.The outcome of the study also revealed nine satisfactory indicators and those are "Variety of Experiences"; "Quality of Accommodation"; "Quality of Food"; "Cleanliness of the Resort"; "Level of Service by Staff"; "Service Staff were Helpful"; "Natural Environment of the Resort"; "Safety and Security;" and "Good Opportunities to enjoy local Cuisine". 2025 Shivi Khanna, Tulasi B., Nagarjuna G. and Bidisha Sarkar. All rights reserved. -
A deep understanding of virtual reality's role in human resource management, with a specific focus on recruitment
In a rapidly evolving recruitment landscape, virtual reality (VR) emerges as a transformative tool for human resource management (HRM). This chapter delves into the profound impact VR can have on attracting, assessing and onboarding talent. Furthermore, VR services have been already included in other areas where it has been shown its essence to be useful for those industries. The current study explores how VR simulations can provide immersive experiences, allowing candidates to virtually step into the workplace and interact with potential colleagues and tasks. This fosters a deeper understanding of the role and company culture, leading to better-matched hires and improved candidate experience. This chapter also examines the potential of VR for skills assessments, offering a more realistic and engaging evaluation process compared to traditional methods. Finally, this study discusses the challenges and considerations for integrating VR into HRM practices, ensuring a successful implementation of this innovative technology in the realm of recruitment. 2025 The Authors. All rights reserved. -
Empowering Indigenous Women Through Community-Based Tourism
Community-based tourism (CBT) is an emerging tool for community development, fostering social and economic growth through the active participation of Indigenous communities. This study employs a conceptual approach to examine the current application of CBT and sustainable tourism development (STD), focusing on their potential to address challenges faced by Indigenous women. Drawing on previous research, it highlights womens empowerment and community development advancements while exploring future trends. Mental health in Indigenous communities remains a significant concern, with societal changes, environmental threats, and resource exploitation exacerbating issues such as collective suicide, alcoholism, and violence. Political and socioeconomic factors further contribute to high incidences of mental distress. This chapter explores how CBT and STD can tackle these challenges, empowering Indigenous women and fostering community development and environmental conservation. A comprehensive blueprint for sustainable communities is proposed, addressing environmental, economic, and social factors through collaboration among various stakeholders. This model, grounded in existing literature, aims to guide future research and practical applications. The study is relevant for government agencies, local businesses, residents, tourists, academics, and scholars, offering insights into the empowering potential of CBT and STD for Indigenous women and their communities. 2025 Andrea Edurne Jimenez Ruiz, Volha Rudkouskaya, and Shivam Bhartiya. -
SDG-4 Across the Asia Pacific Countries: The Way Forward
This chapter will describe the future directions toward achieving SDG-4 targets put forth by the United Nations 2030 Agenda in 2015. This chapter would provide a summary of each of the selected Asia Pacific (APAC) countries present status on quality education and an individual plan that needs attention and immediate action. Furthermore, throws light on utilizing artificial intelligence (AI) in enhancing the quality of education. Future education will certainly have AI-enabled systems in place to educate the 21st-century learners. The chapter will provide a forecast of future requirements and the timeline to achieve the SDG-4 target indicators as envisioned by the UN at the beginning. This chapter takes the analytical and critical approach to inform the respective stakeholders of the APAC countries to march forward in achieving the set target by 2030. Copyright 2026 by G S Prakasha and Hideki Maruyama Published under exclusive licence by Emerald Publishing Limited -
SDG-4 in Action: Teachers Training in Classroom Pedagogical Practices
Education has the potential to change the culture of society. It is the education that can change the youth and adults mindset in support of achieving all United Nations sustainable development goals (UN SDGs). Since students understanding and implementation of the SDGs begins from their schools, teachers should be given considerable training and awareness to be equipped to implement the SDGs in their lesson plans on a regular basis. Nevertheless, teachers must strongly uphold the responsibility of supporting the UN SDGs and then must pass on to the younger generation. Thus, the present chapter aims to suggest teacher activities that can enhance teachers understanding of SDGs. It further suggests pedagogical practices for teachers in their regular classroom to develop a deeper understanding and the need for achieving UN SDGs among students. Thus, the present chapter comprises two sections. This chapter presents 14 teacher development activities on SDG-4 target indicators and 13 classroom activities to develop awareness on SDG-4 target indicators among students. The chapter suggests teachers to create activities that can generate critical thinking about sustainability as per the nature of their cohort, class size, context, and the facilities available in their school and immediate surroundings. Copyright 2026 by G S Prakasha and Anthony Kenneth Published under exclusive licence by Emerald Publishing Limited -
SDG-4 Quality Education in South Korea: SDG-4 Perspective
This chapter focuses on some of the best quality measures in education adopted by South Korea. It describes the educational initiatives and reforms brought into the South Korean education system to enhance the quality of education at all levels. This includes initiatives incorporated from 2015 to 2023 in early childhood, primary, secondary, and higher education. The chapter brings forth the current status and statistics enhancing the quality of education as envisaged by the UNs Sustainable Development Goal (SDG)-4 target indicators 4.1 to 4.7, including educational innovations, new policy frameworks, policy implementation, and the establishment of newer educational institutes that enhance the quality of education. The chapter reports the current status of gender equity in the enrollment ratio, employment ratio, dropout ratio, population ratio, education attainment, literacy ratio, and teacher ratio. The chapter uncovers the latest initiatives that bring quality to education in assessment and evaluation, new pro-grammes, interdisciplinary research, centers of excellence, entrepreneurial education, inclusive education, and education of the vulnerable population. The chapter further reports projects initiated to enhance the quality of education, including peace education, happiness curriculum studies, resilience education, educational infrastructure, learning environment, scholarships, recognition, information and communication technology, artificial intelligence, and teacher education. Copyright 2026 by Chunghee Chung, Gyewan Moon, Guydeuk Yeon and Sanskriti Rawat Published under exclusive licence by Emerald Publishing Limited -
SDG-4 Education and Sustainable Development: Mapping Initiatives in India
This chapter, in keeping with the larger theme of the volume, will present a critical overview of the steps taken by the Indian Government toward the United Nations Sustainable Development Goals (UN SDGs), in particular Goal 4: Inclusive and equitable quality education and to promote lifelong opportunities for all. The initiatives are mapped across primary, secondary, higher, and technical education from 2015 to 2024. The chapter looks at policy initiatives, budgetary allocation to education in the Five-Year Plan (20152020), infrastructure development, and inclusivity. The Indian state has always been conscious of its responsibility toward education. Through this chapter, the authors can help situate the position of the Indian education system vis-vis global indicators like SDGs. Moreover, the chapter will attempt to demonstrate the marked changes in the education system in India in the 21st century. The chapter argues that Indian educational initiatives since independence have prioritized quality, inclusive, and lifelong learning, aligning with the UN Sustainable Development Goals (SDGs) established in 2015. Hence, India had always addressed these concerns systematically, and now, identifying with UN SDGs has a global benchmarking. The chapter begins with a brief introduction of the developmental goals set by the United Nations and discusses its transition from millennium development goals (MDGs) to SDGs. This is followed by an overview of educational landmarks in the short history of Indias independence. The last section looks at policy initiatives and legislation across primary, secondary, and higher education, focusing largely on the two decades of the 21st century. Copyright 2026 by G S Prakasha and Malavika Menon Published under exclusive licence by Emerald Publishing Limited -
SDG-4 Research Insights on SDG-4 Among Asia Pacific Countries
Educating all is a global movement for years; however, providing education with quality, equity and justice is a matter of concern. Despite United Nations (UN) determination to achieve all 17 sustainable development goals (SDGs) by 2030, achieving the SDG-4 has its own challenges. Thus, the present chapter of the volume aims to capture insights from research that has occurred pertaining to SDG-4 since 2015. The study explored research journal databases mostly indexed in Scopus or Web of Science. It did not include findings from any predatory journals. The study revealed significant research works that are conducted to support quality education among Asia Pacific (APAC) countries, viz., India, Japan, Australia, Malaysia, Sri Lanka, the Philippines, South Korea and a few other. Some of the milestones mentioned are nutritious food, health and hygiene, environmental education, inclusivity, climate education, STEM education and robotics. The current chapter suggests that future researchers conduct systematic studies and qualitative research to capture the nuances of SDG-4 implementation across the world. Copyright 2026 by G S Prakasha and Anthony Kenneth Published under exclusive licence by Emerald Publishing Limited -
Introduction to Quality of Education: SDG-4 Perspective
The chapter discusses the understanding of SDG-4 as per the United Nations perspective, along with the rationale for Millennium Development Goals (MDGs) to Sustainable Development Goals (SDGs). It discusses the targets and indicators under SDG-4, the quality of education. The chapter emphasizes the critical role of education in achieving all 17 SDGs. The chapter justifies that the SDG-4 focus on the Asia-Pacific (APAC) region through the discussion of diversity, economy, population, demographics, educational disparities, and innovation. The chapter discusses the education in the APAC region by providing an overview of the current status, trends, challenges, equity, quality, success stories, and regional innovations. The chapter highlights the progress toward SDG-4 in the APAC region in terms of Early Childhood Care and Education (ECCE), secondary, higher education, technical and vocational education, and teacher education. The chapter presents the objectives, scope, operational definitions, best practices, and chapter summaries. It further presents the overview of the volume along with its unique contribution to the policy and knowledge domain. Copyright 2026 by John Joseph Puthenkalam and Joseph Chacko Chennattuserry Published under exclusive licence by Emerald Publishing Limited -
Exploring the Impact of Personalized Customer Experiences in Modern Business Strategies
In todays dynamic business landscape, individual customer experiences (CEs) play a crucial role in shaping the strategies and operations of modern organizations. Companies increasingly prioritize customer interactions, using insights from these experiences to refine their services, enhance engagement, and drive long-term success. This chapter explores how personal CEs shape the strategies and operations of modern organizations. It focuses on integrating customer-centric tools and strategies that enhance customer relationships, product and service models, and operational frameworks. The chapter employs a qualitative analysis of contemporary business practices, examining the role of CE in various industries. It incorporates insights from recent research and case studies to highlight the evolution of branding, advertising, and customer engagement strategies in response to technological advancements and changing consumer behaviors. The findings indicate that great CE is crucial for customer retention and competitive advantage.organizations that effectively leverage technology and advanced customer knowledge are better positioned to create meaningful customer relationships. The chapter also identifies gaps in traditional customer relationship management (CRM) systems, emphasizing the need for a more holistic, customer-centric approach to marketing and operations. Businesses must prioritize enhancing CEs through tailored strategies and operational models. 2026 Aarti Saini and Vikas Garg. -
Credibility, Engagement, and Purchase: How Virtual Influencers Drive Gen Zs Consumer Behavior
This study focuses on how virtual influencers (VIs) impact the buying behavior of Indian Generation Zs (Gen Z). Using a structured questionnaire, data were collected from 519 Gen Z consumers across major metropolitan cities. The result of study revealed that the VIs credibility impacts how well they are able to engage with their followers. The results indicated that online engagement influenced brand credibility and brand familiarity. The results also showed that online engagement did not affect brand trust and purchase intent. Artificial intelligence (AI) is enabling VIs to become a more cost-effective and sustainable tool for brands. 2026 Aarti Saini and Vikas Garg. -
Humanizing Industry 5.0: Creating Human-centric Experiences
Industry 5.0 (I5.0) saw a paradigm shift from a human-centric automation approach that focused on well-being, sustainability, and resilience. The transformation further elevates the process of personalization in various industries. We focus on the progression of personalization from a traditional rule-based system to advanced technologies. The technological revolution in I5.0 has transformed how we view personalization. The integration of technologies like the Internet of Things (IoT), artificial intelligence (AI), and digital twin technology is allowing businesses to create highly tailored products. This includes personalized recommendations, targeted marketing campaigns, and immersive experiences in the metaverse. The chapter further analyzes various techniques and models in personalization, like collaborative filtering, content-based filtering, and hybrid approaches. Technological advancements also bring many challenges. Concerns like data privacy, hesitancy to share personal information, and irrelevant personalization can impact the content of personalization. The ethical implications of AI personalization, like potential biases and discriminatory outcomes, require careful attention. It is important to balance the benefits of personalization with individuals privacy rights and equitable access to personalized services. 2026 Aarti Saini and Vikas Garg. -
Artificial intelligence-powered travel apps with mixed reality immersion
Conventional and traditional industry standards have seen a drastic shift in recent years with the technological revolution. The introduction of big data, artificial intelligence (AI), and virtual and augmented reality has created a sophisticated and futuristic environment for businesses to strive for. AI-enabled tourism applications refer to the digital tools and software used in the tourism sector that use AI technology to improve and customize a variety of aspects of the travel experience. Though it has applications in tourism that go beyond conventional approaches, AI is still vital to many industries. This chapter examines how AI provides travelers with intelligent and personalized solutions, enabling them to have immersive travel experiences. This investigation includes virtual travel agents, intelligent itinerary planners, AR navigation, and other cutting-edge AI-powered services that cater to individual preferences and needs. The study acknowledges the dynamic landscape of AI-enabled travel apps as well as the evolving expectations of modern travelers. It addresses the opportunities and challenges brought about by the integration of AI in the tourism sector, highlighting the potential for enhanced user experiences and better travel planning. The chapter also discusses how immersive experiences can be created with technology, shedding light on how AI could encourage travelers to develop closer relationships with their travel destinations. It examines how AI impacts decision-making processes, the customization of travel recommendations, and user satisfaction overall within the context of travel experiences. 2025 Sandhya H. and Bindi Varghese. All rights reserved.