Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Book Chapter Book Chapter Faculty Publications- Book Chapter Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource The digital transformation: Crafting customer engagement strategies for success Description An account of the resource In the business world, the digital transformation has ushered in an era of unprecedented change. The explosive growth of digital technology over the past three decades has profoundly changed how businesses operate, compete, and engage with their customers. Businesses across industries have been forced to navigate this constantly changing environment due to the adoption of cloud computing, data analytics, the growth of e-commerce, and the rise of artificial intelligence. Organizations are forced to reconsider their strategies, operations, and consumer engagement models as a result of this significant instability. This chapter discusses the role of artificial intelligence in aiding customised and personalized marketing strategies, acknowledging the diverse preferences and behaviour of consumers. It shares insights on branding and customer management in an AI-driven environment. It also emphasises on online and technology-mediated customer engagement. 2024, IGI Global. All rights reserved. Creator An entity primarily responsible for making the resource Yadav G.N.S.; Seranmadevi R. Source A related resource from which the described resource is derived Digital Technologies, Ethics, and Decentralization in the Digital Era, pp. 80-98. Publisher An entity responsible for making the resource available IGI Global Date A point or period of time associated with an event in the lifecycle of the resource 2024-01-01 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.4018/979-8-3693-1762-4.ch005" target="_blank" rel="noreferrer noopener">https://doi.org/10.4018/979-8-3693-1762-4.ch005</a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85189231655&amp;doi=10.4018%2F979-8-3693-1762-4.ch005&amp;partnerID=40&amp;md5=ef2ed67a1bd47598769d0620b7cc17d9" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85189231655&amp;doi=10.4018%2f979-8-3693-1762-4.ch005&amp;partnerID=40&amp;md5=ef2ed67a1bd47598769d0620b7cc17d9</a> Rights Information about rights held in and over the resource Restricted Access Relation A related resource ISBN: 979-836931763-1; 979-836931762-4 Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Book chapter Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Yadav G.N.S., Christ University, India; Seranmadevi R., Christ University, India