Volume 6 & Issue 3

Read more about the article A Study on How Short-Form Video Content Influences Impulse Buying in Gen Z
Analyzing how short videos influence impulse buying among Gen Z consumers, based on recent research and academic insights.

A Study on How Short-Form Video Content Influences Impulse Buying in Gen Z

Click here to download the full paper (PDF) Authored By: Mr. Ujjwal Shukla, Enrollment No.: A7001924082, MBA, Semester IV, & Co-Authored By: Dr. Archana Sharma, Assistant Professor, ABS, Amity University…

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Read more about the article Role of Artificial Intelligence in Personalized Digital Marketing Strategies
AI-driven personalization enhances targeted marketing strategies for better customer engagement.

Role of Artificial Intelligence in Personalized Digital Marketing Strategies

Click here to download the full paper (PDF) Authored By: Mr. Tabish Malik, Scholar, & Co-Authored By: Dr. Khushboo Agnihotri, Assistant Professor, ABS, Amity University Lucknow Campus, Uttar Pradesh, India,…

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Read more about the article The Influence of AI-Driven Recommendation Systems on Fashion Consumers’ Online Purchase Decisions: An Empirical Study
Illustration of a woman shopping online with a shopping cart icon, highlighting AI influence on consumer purchase decisions in fashion.

The Influence of AI-Driven Recommendation Systems on Fashion Consumers’ Online Purchase Decisions: An Empirical Study

Click here to download the full paper (PDF) Authored By: Ahan Singh Patel, MBA (Semester IV), Batch 2026, & Co-Authored By: Dr. Snighdha Singh, Assistant Professor, ABS, Amity University Lucknow…

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Read more about the article Strategic Workforce Planning and Digital Marketing Strategies
A visual representation of digital marketing components like research, content, SEO, viral content, and electronic devices for strategic workforce pla.

Strategic Workforce Planning and Digital Marketing Strategies

Click here to download the full paper (PDF) Authored By: Abhinav Tiwari, MBA (Semester IV), Batch 2026, & Co-Authored By: Dr. Komal Malik, Assistant Professor, ABS, Amity University Lucknow Campus,…

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Read more about the article Digital Payment Apps and Their Influence on Impulse Buying Behaviour
A person using a mobile payment app at a point-of-sale terminal, illustrating the influence of digital payment apps on consumer impulse buying behavio.

Digital Payment Apps and Their Influence on Impulse Buying Behaviour

Click here to download the full paper (PDF) Authored By: Shreyansh Sonker, MBA, & Co-Authored By: Dr Khushboo Agnihotri, Assistant Professor, ABS, Amity University Lucknow Campus, Uttar Pradesh, India, Click…

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