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This chapter examines how information and communication technology (ICT) initiatives affect customers’ everyday routines with an emphasis on how electronic word of mouth (eWOM) affects their purchasing decisions and determines if eWOM might serve as a useful trust factor when making purchasing decisions. This chapter is based on both primary and secondary data and examines how eWOM affects customers’ buying decisions in this era of increasing social media platform usage. One hundred individuals from various regions of Karachi provided the primary data, collected through an online survey. Secondary data are also employed, such as details from business websites, scientific papers, and other related publications of businesses. In Karachi’s developing digital market, it was discovered that eWOM via social media used to have a substantial impact on consumers’ shopping habits. The effectiveness of social media content depends greatly on how appropriate it is for the intended audience. Social media marketing doesn’t quite simply aim to improve consumers’ impressions or directly advertise things. It also entails maintaining and fostering relationships between businesses and prospective customers. According to the research, consumers’ recommendations and ratings of goods and services made on social media, whether through eWOM or another channel, influenced their decisions to buy. Customers consider social media to be trustworthy when making decisions about what to buy. Customers are currently adopting social media as opposed to more conventional means to learn about new products. Most customers believe that eWOM from social media greatly affected their shopping choices, according to the results of the study.

Purpose: The research determines how the COVID-19 pandemic affected India’s burgeoning education technology sector and how the new normal responded to this advancement worldwide.

Need for Study: India’s education sector saw a boom in Ed-Tech funding during the pandemic. The Indian Education industry adopted technology as a partner and succeeded in being called as the Ed-Tech capital of the world. The country has a strategic edge in online education that, if explored and researched upon, can be deployed for market growth at a global level.

Research Methodology: The researcher prioritised rigorous original quantitative and qualitative methods of investigation on technology applications in educational contexts during COVID-19 pandemic and drew its conclusions after conducting a comprehensive literature review and collecting and analysing the data from numerous journals and published expert articles on the sector.

Findings: The study found that despite the global pandemic, the Ed-Tech industry was an expanding marketplace for start-ups in India. After the pandemic, the market expanded rapidly, and by 2025, it is expected to have quadrupled in size, expenditure, and investment. It is expected that the global e-learning business, which the outbreak of the COVID-19 pandemic has bolstered, will grow to over 400 billion US dollars by 2026.

Practical Implications: The study sets forth the various Ed-Tech categories, outlining their user bases, growth projections, and the innovative technologies employed in developing these products. The research’s long-term investment projections are envisioned to aid consultants in positioning themselves for profitable operations in the era of digital Ed-Tech disruption worldwide.

Knowledge management (KM) is an important topic in the age of big data, and this study adds to the existing body of literature by providing a novel KM perspective on the technological phenomenon of artificial intelligence (AI). This study aims to discover how AI might facilitate knowledge-based business-to-business (B2B) marketing. In this chapter, the authors take a close look at the building blocks of AI and the relationships between them. Future research directions and also the effects of the various market information building components on B2B marketing are discussed. The study’s approach is theoretical; it tries to provide a framework for characterising the phenomenon of AI and its constituent parts. Additionally, this chapter provides a methodical analysis of the three categories of market information crucial to B2B marketing: knowledge of customers, knowledge of users, and knowledge of external markets. This research looks at AI through the lens of the conventional data processing framework, analysing the six pillars upon which AI systems are founded. It also explained how the framework’s components work together to transform data into actionable information. In this chapter, the authors will look at how AI works and how it can benefit B2B knowledge-based marketing. It’s not aimed at AI experts but rather at general marketing managers. In this chapter, the possible effects of AI on B2B marketing are discussed using examples from the real world.

This research sought to examine the differential effect of chatbot banking artificial intelligence (AI) on consumer experience in the banking industry. A positivist paradigm was adopted to sample 389 consumers who were previously exposed to chatbot banking in Zimbabwe. A causal research design was employed whilst a quantitative approach was followed. In analysing data, the research study applied the structural equation modelling (SEM) technique. The authors found that chatbot banking significantly improves customer experience (CX) in the banking industry. Reliability and responsiveness of the chatbot need to be enhanced for effective improvements in CX. A need was also identified to enhance CX through the development of an ease-to-use chatbot which is embedded in everyday messaging applications of consumers. A significant association was also found between perceived benefits of chatbot banking and CX. This study informs the development of competitive advantage by banks and other related companies through AI-based CX management strategies. In times of pandemics and beyond, chatbot banking can be very instrumental in improving CX.

Neuromarketing is a marketing communication field that applies neuroscience and physiological research tools to study consumer behavior toward stimuli, viz., ads and brands. This study aims to assess research trends in the neuromarketing field on the most influential journals, authorships, countries, citations and co-occurrences. The Scopus database is used to analyze identified articles from 2013 to 2022 and for the eligible research articles, a “systematic methodological review” (SMR) on consumer behavior through neuromarketing approach was done. “Visualization of Science (VOS)” viewer and “Biblioshiny” by R-studio software have been used for mapping the keyword analysis, co-citation analysis and author occurrence analysis. It was further found that of the top 10 academic institutions, the list is dominated by the six Asian institutions. It was further witnessed that journal “Physiology and Behavior” is trending as the most dedicated and emerging journals on neuromarketing and consumer behavior. Asian nations such as Bangladesh, China, India, Indonesia, etc., are turning out to be an emerging collaborators and publishers in this niche area of research, thereby giving tough competition to most developed countries. The findings of the thematic mapping show that neuromarketing is itself a very novel and newest area of study and topics such as “human marketing,” “neuromarketing,” “consumer behavior” and “electroencephalography” are new dimensions that can be looked upon in future.

Escalation in the number of online food ordering platforms, along with extensive junk food marketing, lucrative offers and discounts, innovation in food flavors, and doorstep delivery of food, have triggered the consumption of high-calorie and unhealthy food products which pose serious threats to the health and future well-being of individuals by making them more obese. To date, several public policy frameworks have been developed to confront obesity; however, their efficacy seems debatable. Directionally, the objective of this study is to highlight the potential influence of “digital nudging” which aims at steering individuals in desired directions, at the same time delimiting their freedom of choice. The study also establishes the effectiveness of digital nudges promoting a healthy lifestyle by steering individuals toward healthier food choices. The author strongly believes that this conceptual perusal will offer immense inputs to healthy food marketers and researchers alike in addressing the matters of obesity. Addressing the menace of obesity calls for joint efforts of the government, the public, researchers, and more specifically food product manufacturers/marketers who should incorporate healthier food options into their portfolios. E-tailers are also urged to adopt such practices in virtual markets and promote healthier food options to effectively tackle obesity.