Navigating the Digital Landscape

Blogs are websites that contain posts about a wide range of topics, often written by fashion enthusiasts referred to as bloggers. With the increasing prevalence and popularity of digital media and social media, fashion bloggers help to attract business and influence and engage various stakeholders, especially customers. The present exploratory study provided valuable insights regarding fashion consumption, preference, and buying behavior of young women consumers of metropolitan cities of India like Delhi, Hyderabad, Bangalore, Pune, and Mumbai. The study was conducted under the domain of exploratory study. Snowball and Purposive random sampling techniques were employed to identify and reach respondents of both categories – women consumers and bloggers. A conscious attempt was made to include women from different demographics such as age, marital status, income, area of residence, employment status, etc. Primary data were collected with the help of questionnaires. The findings of the research revealed bloggers through their blogs are the new trendsetters and influence fashion adoption, especially by the young social media savvy consumers. Their blogs impact public perceptions of fashion and sometimes are precursors of new fashion trends. The findings of the study interestingly brought forth the fact that millennial women buying decision is significantly influenced by fashion blogs for the purchase of clothing and accessories. The findings also clearly indicated that blogs significantly influenced respondents’ attitude toward the purchase of branded merchandise. Fashion bloggers besides providing information and inspiration to the blog readers, also at times assist and/or give consultation to their followers.

As avatars are increasingly becoming popular, both scholars and businesses are acknowledging the vast potential that avatars hold for the future. Despite this growing interest in avatars, no review articles have attempted to provide a comprehensive overview of avatar literature and its implications for consumers. The present review addresses this gap using the combination of descriptive analysis (for corpus performance), bibliometric analysis (for corpus performance and emerging themes), and thematic analysis (for emerging themes and implications as well as future research opportunities). We conducted a review of 47 Scopus-indexed articles from 34 journals between year 2006 and 2023. By examining the corpus performance of avatar literature, the emerging themes, and future research opportunities, this review offers scholars a comprehensive overview of the subject matter.

In the present study, we examined how effectively online travel agencies (OTAs) handle negative e-word-of-mouth on social media platforms like Facebook, Twitter, and Instagram. We collected data from 497 participants using survey method. To test the hypotheses formulated from the existing literature, structural equation modeling was adopted in this study. The results from structural equation modeling indicate effective handling of the negative e-word of mouth (e-WOM) on social media websites significantly affects customer satisfaction and repurchase intention. The current research work provides insight into social media recovery efforts and service fairness when handling negative e-WOM. The study recommends that customers can distinguish the differences between general efforts and adaptive complaint-handling efforts, and dissimilarities may influence satisfaction, repurchase intentions, etc. Although empathy, apology, responsiveness, and paraphrasing are considered pioneer strategies in complaint handling, customers' negative e-WOM, and firms' recovery management, but the current study is among a few to categorize OTAs' handling of negative e-WOM and complaint handling efforts in the social media environment.

Owing to the significance of a healthy lifestyle, we investigate the antecedents of the healthy lifestyle of young consumers in Sri Lanka. 658 structured questionnaires were collected from young consumers in Sri Lanka as part of the survey procedure. The judgmental sampling method is used to choose the respondents. The analysis makes use of both descriptive and inferential statistics. The findings disclose a high degree of healthy lifestyle among young consumers in Sri Lanka. Further findings revealed that health consciousness, collective esteem, and neighborhood environment are the antecedents for a healthy lifestyle. As young consumers are more concerned about a healthy lifestyle, managers in certain industries such as food and beverages, hotels, and restaurants should adopt their products and services in line with a healthy lifestyle.

Artificial intelligence and augmented reality are two key tools gaining importance in the digital era due to their wide range of applications in different fields and sectors. Industry 4.0 lays emphasis principally on the technology used to help the business remain competitive and sustainable. Sustainable development goals are another important objective of the UN which has laid responsibility for every business to support addressing the global challenges. Purpose: This chapter essentially aims to present the standpoint of artificial intelligence and augmented reality in meeting the sustainability perspective of organizations. Information about the study is gathered through secondary approaches, critically reviewing published literature, scientific reports, and statistical data accessible through business reports, and corporate websites. Further analyzed to present the perspectives of the authors in the study. Globally artificial intelligence market size is predicted to reach $190 billion by 2025, while the funding for startups doubled during the period 2011–2020 globally. The investment in artificial intelligence is going to reach $500 by 2024 resulting in substantial revenue returns. The augmented reality market size could reach $97 billion by 2028. Artificial intelligence today is increasingly used in many fields and is attracting multiple applications in many sectors such as manufacturing, retail, education, IT, and health care and has also contributed to sustainable development the same time by providing energy conservation options, optimization, and reduction of resources, minimizing wastage, offering timely assistance on maintenance schedules, practices which are enabling organizations to reach closer to sustainability and transformation.

As the areas of fashion marketing are transforming, fashion show research needs to be recognised, to understand its prevalence, changing form and influence on the consumer behaviour. The paper studied the promotion strategies for the brand and products of fashion designers in Bahrain, in particular the fashion shows, its digital versions, and the factors influencing their choice. The study was conducted using the qualitative method and the detailed semi-structured qualitative interview method was employed and sample of designers and a prominent modeling agency were selected by purposive sampling technique. In-depth interviews with designers were structured to understand the fashion industry, participation in fashion shows and preference of mode of fashion show. Interviews were conducted with the modeling agency, to understand the prevalence of fashion shows, and the execution and demand of organising fashion shows. The data gathered were supported by the relevant secondary data and document analysis and presented. In the study both the forms of the fashion show viz., live and digital are discussed and compared. The digital fashion show and similar forms as short films, videos, on social media seem to be more promising, with minimum requirement of set design, wider reach, economic, ease of execution. The research suggests that physical and digital fashion shows have their advantages and disadvantages, with the choice ultimately based on the brand's goals and resources. As technology advances and the fashion industry changes, digital fashion shows are likely to play an increasingly important role in the future.

Coronavirus illness is an irresistible infection instigated by a newfound coronavirus. Social distancing was identified as the most effective preventive measure, and it has shifted the teaching to online mode. The present study explored the various perceptions held by students while attending the classes during COVID-19. Primary data have been obtained for the fulfillment of the objective of the study. The data were analyzed with descriptive and inferential statistics. It was exhibited that students specified that online teaching provides real-world skills followed by financial benefits, active learning, recorded lectures, comfortable, ease of access, safe, flexible timings, interactive, and build self-confidence. However, various challenges in online classes were less interaction, technical issues, network issues, lack of self-discipline, social isolation, family distractions, difficult e-learning tools, etc. Logit regression provided that willingness to attend online classes in post COVID-19 was associated with age, gender, IT skills, prior experience, and location. Application of e-learning posed several challenges and possibilities throughout the entire field of education throughout the pandemic. The study suggested the need to address the various challenges faced by the students on immediate basis. It was recommended that training programs can help to prepare the students to take the benefits of digital education platforms.

Today the research area on technology acceptance is mainly dependent on the theory of technology acceptance model (TAM). The TAM was used in this study primarily for the purpose of providing a basis for determining the impact of various external variables on the adoption of edtech platforms. The TAM is a theory of information systems that suggests steps for learners to take as they adopt and use new technologies. The primary TAM variables for adoption of edtech platforms are evaluated in this study: perceived usefulness (PU) and perceived ease of use (PEOU) by using the factors – perceived enjoyment (PE), information quality, electronic-word of mouth (e-WOM), perceived compatibility, computer self-efficacy and objective usability. By analyzing and defining the relationship between the external variables with respect to the adoption of edtech platform among students, we hope to contextualize the TAM model. The end result provides a clearer understanding of TAM and its growth as a useful model for technology adoption studies and for clarifying the relationship between the uptake of edtech platforms and technological acceptability. The study employed a qualitative methodology and selected publications and research papers about the adoption of technology. These were then carefully assessed, analyzed and scrutinized for the terms of how students adopted edtech platforms. It was proposed that the adoption of an edtech platform may result from proper training in technology usage and its application to real-world scenarios.

This chapter aims to examine the role of consumer demographics over the chosen parameters of online shopping. Online shopping had emerged as an important platform for the consumers during the phase of pandemic spread in India which even included several phases of lockdowns. The state of pandemic commenced at a severe note leading to restrictive movement, social distancing, observing least contact with objects, and several other limitations. Due to this, many businesses had moved to online selling in order to target greater sales. This study was conducted in order to provide insights to various businesses, experts, and academic researchers in this domain to find out the role of demographical and behavioral differences of different consumer segments. It could serve as a robust study providing information about the current consumer behavior at the time of pandemic spread toward online shopping. This would help marketing experts explore the different opportunities and challenges involved in this new scenario formed due to COVID-19. Apart from adding value to the existing literature, this study leads a way to future research.

Knowledge of consumer behavior is important to a corporation's accomplishment. Organizations may change for the better deal with the promotion mix, product administration, and buyer interaction by knowing how the buyer performs and what motivates him. Selecting the influencing elements for consumers is frequently exceedingly challenging to accurately detect because they are inside forces. The COVID-19 pandemic's wide-scale spread has significantly altered peoples' daily lives and purchasing patterns. The Indian government implemented several steps across the nation to limit the fatal disease to slow the spread of COVID-19. Following its initial breakout in China in early 2020, the novel coronavirus pandemic rapidly developed all over the globe, giving an unfavorable influence on the global financial system and industries. During the COVID-19 pandemic, the authors seek to uncover changes in consumer behavior when purchasing everyday items including food, medications, clothing, footwear, and technology. To understand how the current pandemic conditions compare to the aforementioned shock events, we carried out a comprehensive review of the literature with a focus on the presentation of panic buying and pack mentality behavioral patterns and changes to voluntary consumer spending as defined by Maslow's hierarchy of needs.

This chapter investigates pandemic impact in a variety of industries, including food, travel, education and pharmaceuticals, considering elements such as isolation, emotions and social influences, which can lead to panic buying. The goal of this research is to ascertain how COVID-19 influences the buying decisions of customers. Additionally, the study aims to identify consumer consumption trends for a spectrum of products and services, including fast-moving consumer goods (FMCGs), entertainment, pharmaceuticals, travel and tourism. A comprehensive review of different research papers is done to conclude. The papers considered are from 2020 to 2022. Different keywords are used to search the relevant papers such as ‘pandemic’, ‘COVID-19’, ‘behaviour’, ‘impulsive’, etc. TCCM framework has been applied while reviewing the articles. During the isolation, consumer behaviour moved to panic buying and stockpiling, favouring organic basics, and encouraging e-commerce, as well as economic nationalism favouring made-in-India products. This study helps in knowing the reasons for change in consumers' behaviour for different products and services due to unforeseeable situations like COVID-19 and can find possible ways to deal with them. Business owners learn about changing consumer purchasing behaviours and how to modify products. The government can change policies to improve medical tourism and social protection.

The COVID-19 pandemic had severely impacted global commerce, leading to market closure and travel restrictions. Due to the extreme limitations on shopping and market possibilities, consumers’ buying habits have changed significantly and they are still changing what they buy and how they purchase for everyday necessities. They are trying to shop locally, carefully, and economically. Consumers are buying their stuff from wherever goods are available. Purchasing nonessential items is restricted. Restaurants, tourism, apparel, and furniture are the industries that have been impacted the most. The objective behind this study is to find out the post-COVID-19 effects on consumer buying of essentials from a convenience store over hypermarkets and how consumer behavior will revive postpandemic toward retail shopping. In the study, responses were collected through structured questionnaire to explore the consumer buying behavior for their daily essentials both at convenience stores and hypermarkets. The study reveals that consumers prefer to buy essential commodities/goods of daily needs from convenience store compared to hypermarket due to the risk of being exposed to COVID-19 pandemic and this behavior will change future trend of retail shopping experience. The major limitation of the study is sampling frame. Future studies can replicate this study in different context with different target population. Pertaining to the current ongoing situations of the pandemic, a very high percentage of the respondents would still choose nearby convenience stores over hypermarkets. This study estimates the behavioral change in retail consumers in future; therefore, it suggests retailers adopt innovative marketing strategy in future.