Prelims

Half Title Page

Navigating the Digital Landscape

Title Page

Navigating the Digital Landscape: Understanding Customer Behaviour in the Online World

Edited by

Nripendra Singh

Pennsylvania Western University, USA

Pooja Kansra

Lovely Professional University, India

And

S. L. Gupta

BIT Noida Campus, India

United Kingdom – North America – Japan – India – Malaysia – China

Copyright Page

Emerald Publishing Limited

Emerald Publishing, Floor 5, Northspring, 21-23 Wellington Street, Leeds LS1 4DL

First edition 2024

Editorial matter and selection © 2024 Nripendra Singh, Pooja Kansra and S. L. Gupta.

Individual chapters © 2024 The authors.

Published under exclusive licence by Emerald Publishing Limited.

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British Library Cataloguing in Publication Data

A catalogue record for this book is available from the British Library

ISBN: 978-1-83549-273-4 (Print)

ISBN: 978-1-83549-272-7 (Online)

ISBN: 978-1-83549-274-1 (Epub)

List of Figures and Tables

About the Contributors

Durgesh Agnihotri holds a PhD in Business Management and works as an Associate Professor in the Department of Management Studies, GL Bajaj Institute of Technology and Management, Greater Noida, India. He has more than 13 years of experience of teaching PG programs. He has published articles in national/international journals of repute. His areas of interest are service marketing, digital marketing, influencer marketing sustainable consumer behavior, and research methodology.

Ulfat Andrabi is a researcher currently pursuing PhD in Human Resource Management at Lovely Professional University in Punjab, India. Her academic journey reflects her passion for exploring the intricacies of workforce dynamics. Ulfat's educational foundation includes an MBA degree obtained from Baba Ghulam Shah Badshah University in Rajouri, Jammu, where she honed her skills in management and leadership. Before that, she completed her bachelor's degree at the University of Kashmir. Throughout her academic career, Ulfat has made notable contributions to the field of Human Resource Management. She stands out as an accomplished scholar with three research papers published in UGC CARE (University Grants Commission - Consortium for Academic and Research Ethics) recognized journals. Her research focus lies in the intersection of work–life balance and organizational commitment, with a specific emphasis on the healthcare sector in the state of Punjab. Furthermore, she has actively participated in five international conferences, where she has shared her insights and engaged in valuable academic discourse.

Kriti Arya is working as an Assistant Professor in K R Mangalam University, Gurugram (Haryana) in School of Management and Commerce. She is pursuing her PhD in commerce from Banasthali Vidyapith, Niwai, Tonk (Rajasthan). She has been awarded JRF and SRF by the UGC. She has completed her master's degree in Commerce from Indira Gandhi National Open University, Delhi, and her graduation (Commerce) from Maharishi Dayanand University (Haryana). She has contributed to research through her research interest including mental health, pandemic, consumer behavior, Indian ethos and human resource management. She believes in doing work with excellence and contributes in research and academics with utmost honesty for the development of the youth, society, and the country.

Aaliya Ashraf is a research scholar at Mittal School of Business, Lovely Professional University. Her research domain is human resource management. Aaliya studied at Lovely Professional University where she earned her Bachelor's in Commerce. Further, she was awarded with MBA (HR & IB) degree from the same University. Aaliya is a gold medalist of her batch in her bachelor's degree. Aaliya has published three papers so far in UGC care journals. Furthermore, she has participated and presented papers in about seven national and international conferences. Aaliya has experience working as a Teaching Assistant at Lovely Professional University. Aaliya's areas of interest include human resource management, organizational behavior, performance management systems, international business, and cross-cultural management.

Diptiman Banerji (PhD) is a Professor of Marketing at the O.P. Jindal Global University's Jindal Global Business School, India. His research work has been published in reputed journals like the Journal of Macromarketing, Journal of Computer Information Systems, Journal of Business and Industrial Marketing, International Journal of Consumer Studies, Asia Pacific Journal of Marketing and Logistics, International Journal of Retail and Distribution Management, Journal of Strategic Marketing, AMS Review, and Health Marketing Quarterly, among others. He was a winner of the Emerald Literati Award 2019 for “Outstanding Paper” for his International Journal of Retail and Distribution Management publication and the “Highly Commended Award” at the 2019 IRSSM Dubai symposium and the 2022 IRSSM India symposium (sponsored by the Journal of Service Management).

D. D. Chaturvedi is presently working as an Associate Professor in Economics, SGGSCC, University of Delhi. He has written over 150 books and 50 research papers in reputed national and international journals. He has many patents to his credit and also the project director of many renowned projects of the Government of India. He has also supervised many PhD students under his expert guidance.

Dr Pallavi Chaturvedi is a PhD in Business Management and working as Faculty member at Amity College of Commerce and Finance, Amity University, Noida, India. She has over 14 years of experience of teaching PG courses. She has published articles in national/international journals of repute. Her areas of interest are consumer behavior, sustainable behavior and research methodology.

Richa Chauhan is working with Jaypee Business School, JIIT Noida as an Assistant Professor (Senior Grade). She achieved her MBA from ICFAI University, Dehradun, and PhD in Management from Banasthali Vidyapith. With more than 12 years as an academician, she contributed to many research endeavors, including emotional intelligence, spirituality, indigenous management, consumer behavior, and human resource management. She strongly believes the role of an academician is not only to nurture young minds to bring in a fundamental change in approach to problem-solving but also to embark upon constant research endeavors for the development of the industry and society at large.

Priyanka Chhibber is a Professor (Associate), COD HRM-I (QD03) in Human Resource Management at Mittal School of Business, (ACBSP USA, accredited) Lovely Professional University, Phagwara, Punjab. Her area of creative research includes poverty, entrepreneurship, intellectual capital, value creation, human resource development, skill gap, mentoring, creativity, and innovation. In addition to her passionate teaching and research experience, she worked with textile manufacturing concerns and served as an HRD officer at SEL Manufacturing Co. Ltd, Chandigarh Road, Ludhiana, India. She has published and presented research papers in various national and international journals like World Review of Entrepreneurship, Management and Sustainable Development, International Journal of Public Sector Performance Management (IJPSPM), Inderscience, and IGI Global to name a few. Her accomplishments include receiving a best research paper award from a renowned university on the topic “Gender Diversity: An approach toward agile women employees” in association with Curtin University, Australia. She also gave a webinar on leading topics like creativity and innovation.

Atul Dahiya is a Doctoral Research Scholar in the Marketing area at Jindal Global Business School, O.P. Jindal Global University, India. His research interests include consumer well-being, consumer behavior, and consumer psychology for social impact.

Narayanage Jayantha Dewasiri is a Professor in Finance attached to the Department of Accountancy and Finance, Sabaragamuwa University of Sri Lanka. Further, he currently serves as the Brand Ambassador at Emerald Publishing, UK, and the Vice President of the Sri Lanka Institute of Marketing. He is a pioneer in applying triangulation research approaches in the management discipline. He serves as the Co-Editors-in-Chief of the South Asian Journal of Marketing published by Emerald Publishing, Managing Editor of the South Asian Journal of Tourism and Hospitality published by the Faculty of Management Studies, Sabaragamuwa University of Sri Lanka.

Upasana Diwan (PhD, UGC NET, MBA) is working as an Associate Professor at Rukmini Devi Institute of Advanced Studies. She has more than 16 years of teaching experience and is a keen researcher in the area of Customer-Based Brand Equity Valuation. Her expertise also covers the areas of accounting, financial management, international finance, security analysis, and trade finance which is supported by many publications and books. Other than this, she is actively involved in training students in the areas of verbal and written communication.

Neha Goyal is a doctoral student at Department of Commerce, WISDOM, Banasthali vidyapith, India. She has 5 years of teaching experience in marketing and her area of research include marketing, consumer behavior, and online marketing. Her recent research area is Edtech platforms.

Nidhi Goyal is an academic practitioner with a decade of experience in higher education in India and Kingdom of Bahrain. She has achieved the status of Fellow (Advance HE) in recognition of attainment against the UK Professional Standards Framework for teaching and learning support in higher Education. She obtained her PhD and MSc degree in Textile Clothing, from University of Delhi. Her PhD research project was on nano finishing for textiles, in collaboration with Indian Institute of Technology (IIT Delhi) and was awarded with Gold medal for her research. She has made significant contributions to her field, with research published in reputed journals and books, and serves as a reviewer for academic publications. Nidhi aspires for student success and community engagement, and her goal is to empower and inspire individuals by providing holistic education that cultivates not only professional growth but also fosters responsible and compassionate members of society.

Rahul Gupta has an interest in areas like marketing, sales, retail management, and supply chain management. He has done FDPM from IIM Ahmadabad, PhD from Kumaun University, Nainital, and MBA from the U.P.T.U., Lucknow. He worked around 11 Years with some of the leading firms dealing in Industrial Products and instrumental in conducting training programs in Sales, Marketing and Quality Improvement Techniques. He has over 15 years of teaching experience and is currently working with Amity Business School, Amity University, Uttar Pradesh, Sec -125, Noida campus and has been a consultant with a variety of industries and firms.

S. L. Gupta is currently working as the Professor and Director of BITS Noida. He brings with him a rich experience of 27 years in academia. His Professional Qualifications includes, an Executive Programme in Retail Management from IIM-Kolkata and a PGDBM (Marketing) from CMD Modinagar, India, and MCom from University of Rajasthan, Jaipur, India. His fields of specialization are sales and distribution management, marketing research, marketing of service, retail management, research methodology. He has to his credit many publications in national and international journals. He has published eight books, which are internationally recognized and recommended in many universities and colleges, and research papers on his area of specialization.

P. G. S. A. Jayarathne holds the position of Professor in Marketing at SLIIT Business School, Sri Lanka, and is permanently affiliated with the Department of Marketing Management at the University of Sri Jayewardenepura. She also serves as a Senior Editor at Emerald Publishing's South Asian Journal of Marketing and is a Board of Study member at the Sri Lanka Institute of Marketing. With numerous publications in prestigious journals such as International Journal of Operations and Production Management and Production Planning and Control, she brings extensive expertise to her roles.

Henry Jonathan has a PhD in Environmental Sciences with specialization in health, safety, and environment field and experienced in research guidance and supervision of dissertation projects to masters and bachelor's students. He holds membership with professional bodies like IOSH, OSHA. In addition, he holds many certificate courses and accreditations in HSE from leading institutions and a lead auditor in EMS ISO 14001:2015. He has worked with international organizations like the World Bank, WWF in various capacities and projects in Asia region. He is a reviewer for many international journals and has reviewed and published research papers on various topics. He has published many editorial book chapters, newsletter articles, and chapters with leading international publishers. He has working knowledge in preparing academic policies and reports related to administration and execution of functionalities.

Pooja Kansra is presently working as a Professor and Head of Economics at Mittal School of Business, Lovely Professional University, Phagwara, Punjab (India). She has a teaching experience of 14 years. Her areas of research include health economics, labor economics, gender economics, insurance and informal sector, and digitalization. She is an avid researcher and presented papers in various national and international conferences. She is the recipient of several best paper awards from reputed institutions such MAIMS, IBS, NIT Srinagar, Delhi University and Lovely Professional University. She has to her credit various research papers published in Scopus Indexed Journals including Journal of Consumer Behavior (Wiley, ABDC A category), Economic and Political Weekly (EPW), Journal of Health Management (Sage Publications), Global Business Review (Sage Publications), International Journal of Diabetes in Developing Countries (Springer Publications), Health and Population: Perspectives and Issues (MOHFW), etc.

K.S.S.N. Karunarathne is a Temporary Assistant Lecturer attached to the Department of Accountancy and Finance, Faculty of Management Studies, Sabaragamuwa University of Sri Lanka.

Shad Ahmad Khan, PhD, is serving as the Program Chair of Business Administration and Assistant Professor in College of Business, University of Buraimi in Sultanate of Oman. He has a Doctorate in Electronic Marketing from Faculty of Management Studies and Research, Aligarh Muslim University. He is an active researcher who has a professional strength in the area of Business Management and Marketing. He has vast experience of organizing international events like conferences and seminars. His area of interest is data sciences, green practices, entrepreneurship, administration sciences, and marketing.

Hesham Magd, PhD, has more than 25 years of combined experience in traditional and nontraditional higher education teaching, training, consultancy, community development, academic administration, curricula design, organizational change and development, distinguished research and scholarly writing, resulting in Honors, awards and recognition for academic excellence and outstanding achievement. Hesham is currently heavily involved in international accreditation and reshaping the aviation education in Oman and offer strategic direction on the direction of the sector. In his previous appointments throughout the world in British, European, and American-oriented Curriculum (Middle East, USA, and UK), he has been the driving force behind strategic institutional development during the time of profound change in the Higher Education in the Middle East. Hesham has broad knowledge of the UK, US, Middle East University Systems, and Quality and accreditation systems (AACSB, AABI, OAAA, NCAAA).

Bharti Panwar is results-driven and detail-oriented educator and fabric and apparel science postgraduate with a strong passion for textiles and the fashion industry. She has completed MSc in Fabric and Apparel Science, from Lady Irwin College, University of Delhi, specializing in fabric development, garment construction, and textile testing. She is experienced in conducting research, analyzing data, and implementing innovative solutions, and proficient in utilizing technology and software for fabric design and production. She has completed BEd from Chaudhary Charan Singh University and pursuing a career in academics.

Jitendra Singh Rathore is an Assistant Professor at Department of Commerce and Management – WISDOM, Banasthali Vidyapith, India. He has over 18 years of experience in both industry and academics and teaches marketing management, sales and distribution management, international marketing to undergraduate and postgraduate students. Prior to joining academics, he worked in Banking, Financial Services and Insurance (BFSI) sector with organizations such as Bajaj Allianz, Kotak Securities, and SBI cards in various capacities for around 5 years. His areas of research interest include e-commerce, sharing economy, channel and distribution management, shopping behavior of consumer in digital age, etc.

Sabina Sethi, PhD, is an esteemed academician with a combined teaching and research experience spanning over 27 years. In addition to her doctoral qualification, she holds a Postgraduate Diploma in Sales and Marketing Management from the All India Management Association (A.I.M.A.). Presently, she is serving as a Professor at Lady Irwin College, University of Delhi. Dr Sabina Sethi's expertise lies in the realm of Textile Science and Clothing. She has led pivotal research in a collaborative project with N.I.T.R.A., backed by the Ministry of Textiles. Her innovative work resulted in the development of a prototype utilizing ultrasonic energy for textile processing. Dr Sethi's scholarly contributions are well-documented with several publications in peer-reviewed journals. She has numerous edited, authored, and co-authored books to her credit. Her expertise extends to curriculum development for esteemed institutions like Delhi University and the National Institute of Open Learning (NIOS) and many others. She also serves on the Board of Studies of several esteemed universities. Her wide-ranging academic interests encompass marketing research, fashion retailing and merchandising, life cycle assessment, sustainable extraction, fiber characterization and application from natural sources, apparel and textile design, and traditional textiles.

Ajay Singh is a Professor in Marketing Area at ABES Business School, Ghaziabad. He holds PhD in Management from Jaypee Institute of Information Technology (Deemed University), NOIDA, UGC NET in Management, MBA (Marketing & Finance), B Tech (Electronics). He has a total experience of around 17 Years in Academics and Industry. As an Avid Researcher his areas of interest includes retail management, services marketing, consumer behavior, online marketing, and marketing research. He has Published quality research papers in Scopus, ABDC, UGC Care-1 Listed, international and national refereed journals. He has also presented and published research papers in international and national conferences.

Vikas Tripathi is a Professor and Head of the Department of Management studies at GL Bajaj Institute of Technology and Management, Greater Noida, India. He has published scores of research papers in national/international journals/conferences. His areas of interest are research methodology, international business, and operations management. He has 20 plus years of teaching experience with specialization in marketing and operations management.