Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)

Articles in issue: 6 | Volume: 29 | Month: December | Year: 2025

• The Impact of Digital Marketing Innovations on Gen Z Consumer Behaviour: An Empirical Study through the Lens of Sustainable Development
  

  Author(s): Rashmi Arun Phirake and Pradnya Swaroop Bhambure

  Abstract Full-Text PDF

• Touch Points that Matter: Multi Sensory Marketing for Gen Z Engagement in Diverse Indian Sectors
  

  Author(s): Manpreet Kaur Bhatia, Amrita Rajput, Amrita Baid More, Shweta Pandit, and Aniket Sane

  Abstract Full-Text PDF

• Linking Organizational Culture and Employer Brand Perceptions through Multiple Mediators
  

  Author(s): Soumendu Biswas

  Abstract Full-Text PDF

• The Impact of AI-Generated Virtual Influencers on Human Brand Loyalty: A Neuro- Marketing Study
  

  Author(s): Malini Jain

  Abstract Full-Text PDF

• Predictive Modelling of Customer Satisfaction and Loyalty in the Indian Tourism and Hospitality Industry: An Empirical Analysis
  

  Author(s): Tushar K Savale

  Abstract Full-Text PDF

• The Great Digital Divide: An Analysis of the Widening Gap and Divergent Trends in India's Urban and Rural Payment Ecosystems
  

  Author(s): Priti and Anurika Vaish

  Abstract Full-Text PDF

• Investigating The Role of Websites in Export Marketing in Developing Countries
  

  Author(s): Ibn Kailan Abdul-Hamid, Linda Narh, Andrew Ayiku and Eunice Yeboah Afeti

  Abstract PDF

• Exploring the Influence of Generative AI on Consumer Experiences and Behavioral Responses : A Systematic Literature Review and Future Research Agenda
  

  Author(s): Chandan Thakur

  Abstract PDF

• Cyber Natives Under Pressure: Social Media Addiction Affects Emotional Stability in Generation Z
  

  Author(s): Vibha Sharma, Ruchika Vats, Nisha Sharma and Rohit Kaushik

  Abstract PDF

• Disruptive Digitalization and the Architecture of Customer Choice: An Empirical CFA-Based Study in Indian Banking
  

  Author(s): Shilpa Santosh Chadichal and Prasanna Mohan Raj M

  Abstract PDF

• Instagram Social Media Marketing Activities (Smmas) and their Impact on Customer-Based Brand Equity Dimensions
  

  Author(s): Rajnigandha Singh, Reena Kumari & Vandana Kumari

  Abstract PDF

• Desiccated Coconut Enterprises and B2B Relationship - A Descriptive Study of Tumkur District
  

  Author(s): Sujatha N Sheeri and Sujaya H

  Abstract PDF

• Leveraging Artificial Intelligence in Brand Marketing and Brand Management for Micro, Small and Medium Enterprises through Bibliometrics
  

  Author(s): Sunita Vaibhav Gujar, Avni Suresh Thakkar, Amit Kumar, Sampada Mashirkar and Ashima Varghese

  Abstract PDF

• Ecoethi Sale Disposal Scale: Measuring the Moral and Ethical Value of Selling Pre-Owned Goods
  

  Author(s): Manpreet Kaur and Reshmi Manna

  Abstract PDF

• Is Green Worth the Premium? A Statistical Analysis of Profitability, Client Demand, and Organizational Attitudes in Event Management
  

  Author(s): Sahu J.B, and Parul Sharda

  Abstract PDF

• Outlining the Evolution and Impact of Competency Mapping across Industries: A Bibliometric Study
  

  Author(s): Partakson Romun Chiru, Prajala Rai, Prashanti Tamang, Chithung Mary Thomas, Mutum Minarani Devi, Naorem Birendra Singh and Tejnarayan Thakur

  Abstract PDF

• Navigating the Digital Currency Ecosystem: A Bibliometric Analysis
  

  Author(s): Srijan Anant*, Neha Sangwan, Sumit Kumar Singh, Jivesh Nandan, Shweta Vats

  Abstract Full-Text PDF

• A Comprehensive Review of Evolution of Digital Payment Methods in India
  

  Author(s): Baljinder Kaur, Stuti Pandit

  Abstract PDF

• Integrating Artificial Intelligence with Banking Automation: A Strategic Analysis of Operational Efficiency and Risk Management in Indian Banks
  

  Author(s): Shilpa Alshi CA

  Abstract Full-Text PDF