Dr. Animesh Sharma has an extensive portfolio of peer-reviewed research papers published in national and international journals of high academic repute. His research work is featured in Scopus-indexed, ABDC-listed, AJG-ranked, and Web of science-approved journals, demonstrating strong scholarly impact and methodological rigor.His research primarily focuses on digital marketing, artificial intelligence, consumer behavior, sustainability, e-commerce, tourism, technology adoption, and data-driven decision-making. Through both quantitative and qualitative methodologies, Dr. Sharma’s papers contribute original insights to theory building, policy formulation, and managerial practice. These publications are widely cited and frequently referenced by research scholars, academicians, and industry professionals, reflecting their relevance in addressing contemporary business and societal challenges in the digital era.

Research Profiles

Dr. Animesh Sharma’s research contributions are indexed and accessible through the following internationally recognized academic and citation databases:

These profiles collectively reflect Dr. Sharma’s citation impact, interdisciplinary reach, and continuous engagement with the global research community.

Peer-Reviewed Published Research Papers:

1. Identifying Factors Motivating Users to Post Reviews on Online Travel Review Platforms: A Factor Analysis Study

Journal: Mercados y Negocios (Q4)
ISSN: 1665-7039 (Print), 2594-016X (Online)
Publisher: Universidad de Guadalajara
Publication Date: January 2025
DOI: https://doi.org/10.32870/myn.vi54.7765

Abstract:

This research paper aims to identify the factors motivating users to post reviews on online travel review platforms (OTRPs). A non-probabilistic sampling technique, purposive sampling, was employed for data collection. Exploratory Factor Analysis (EFA) was conducted on a dataset of 1,313 observations. This study highlights several pivotal factors encouraging users to engage in this review-sharing phenomenon. Three key factors, social recognition and connection, enhancing travel experiences, and social validation, were identified as motivating users to write online reviews. Among these, the innate desire for social connection, the building of social capital, and the inclination to offer peer support emerge as the predominant motivations driving users’ intentions to create travel-related reviews on online platforms. By analyzing the complex interplay of psychological, social, and support-based incentives, this study not only contributes to adds body knowledge to the literature of motivation theories but also offers practical guidance to online travel agencies (OTAs) managers in their pursuit of providing exceptional customer experiences and marketing strategies in an era of expanding online travel. This study assists OTAs in understanding customer experiences, tailoring services to meet travelers’ expectations, and delivering enriching customer interactions.

2. Click, Customize, Conquer: Sentiment Analysis and Strategies for Optimizing Online Travel Agencies

Journal: SCMS Indian Journal of Management (Q4)
ISSN: 0973-3167
Publisher: SCMS Group of Educational Institutions
Publication Date: December 2024
Article URL:
https://scms.edu.in/uploads/journal/Journal%20April%20-%20June%202024.pdf

Abstract

Customers prefer to use various social media platforms to read reviews or share complaints/suggestions about offerings by the specific company. This research paper investigates user sentiments towards prominent online travel agencies (OTA’s) offering their services in India, focusing on customer feedback shared on social media platforms like Twitter. A qualitative analysis was performed to analyze the data collected using the micro-blogging platform Twitter through the Ncatpure tool. Results indicate positive sentiments towards OTAs, reflecting customer centricity, while negative feelings are associated with unresolved complaints, especially regarding service cancellations and refunds. This study would help online travel agency managers improve customer relationships by identifying pain points and charting a plan to make a positive impression on existing and potential customers. The contribution of this research paper will help in further academic and online travel industry research. This study would help online travel agency managers improve customer relationships by identifying pain points and charting a plan to make a positive impression on existing and potential customers.

3. Analyzing the Effect of Web Service Quality on Customer Satisfaction and Revisit Intention for Online Travel Agencies (OTAs) in Delhi and NCR of India

Journal: Journal of Tourism and Development (Q3)
ISSN: 1645-9261 (Print), 2182-1453 (Online)
Publisher: University of Aveiro
Publication Date: May 2024
DOI: https://doi.org/10.34624/rtd.v45i0.33214

Abstract

This research paper aims to identify the effect of OTA’s (online travel agencies) web services quality on customer satisfaction and revisit intention. The present study tries to inspect the structural association between OTA’s web service quality, and customer satisfaction and revisit intentions based on separate constructs. Web service quality was considered as an independent variable whereas customer satisfaction and revisit intention were taken as dependent variables. Using the Structural Equation Model (SEM), the present study identified that web service quality significantly impacted customer satisfaction and their revisit intentions. Based on the findings, it has been observed that efficient web service quality leads to an increase in customer satisfaction with online travel agencies and travelers also intend to revisit the platform. The present study offers a theoretical foundation and provides recommendations for improving the web service quality of online travel agency platforms. This research paper contributes to the existing literature by specifically focusing on the web service quality of online travel agencies (OTAs). While customer satisfaction and revisit intentions have been studied in the context of various industries, this study delves into the unique aspects of web service quality in the highly competitive and rapidly evolving OTA industry.

4. Identification of the Customers’ Preferred Attributes while Selecting an OTA Platform

Journal: Indian Journal of Marketing (Q3)
ISSN: 0973-8703
Publisher: Associated Management Consultants Pvt. Ltd.
Publication Date: July 2022
DOI: http://dx.doi.org/10.17010/ijom/2022/v52/i7/170538

Abstract

This paper aimed to identify customers’ preferred attributes when selecting an online travel agency’s platform. The use of online travel agency platforms is increasing rapidly among travelers to search for information related to holiday packages, availability of flights, hotel bookings, itinerary details, etc. The online travel business is forecasted to touch $820.18 billion by 2023, highlighting the need to study the OTA attributes. Multiple online travel agency platforms have entered the market, making it extremely important to identify attributes of OTA platforms that play a part in shaping consumer purchase intention. This study will help online travel service providers understand the attributes preferred by customers when opting for an online travel agency. The research findings highlighted different attributes and their subsequent levels in influencing customers’ choices.

5. Considerations in Artificial Intelligence-Based Marketing: An Ethical Perspective

Journal: Applied Marketing Analytics (Q4)
ISSN: 2054-7544 (Print), 2054-7552 (Online)
Publisher: Henry Stewart Publications
Publication Date: September 2023
DOI: https://doi.org/10.69554/RAPQ3226

Abstract

The growing use of artificial intelligence (AI) in marketing poses several ethical concerns. Marketers must ensure the secure and productive application of customer data when using artificial intelligence. Moreover, despite its supposed impartiality, they must acknowledge the probability of partiality within AI. To ensure ethical practice, engineers and marketers should take measures such as respecting consumer privacy, verifying data accuracy and preventing algorithmic bias. Numerous kinds of research have demonstrated biases in facial recognition applications of artificial intelligence and machine learning. This has sparked intense study into the subject of fairness in machine learning and to promote algorithms some toolkits have been created to reduce biases and understand black box models. This study addresses ethical issues in the application of artificial intelligence in marketing and provides an overview of fairness concepts, methodologies and tools as they apply to marketing activities.

6. The Role of Generative Pre-Trained Transformer (GPT) in Revolutionizing Digital Marketing

Journal: Journal of Cultural Marketing Strategy (Q4)
ISSN: 2056-8002 (Print), 2056-8010 (Online)
Publisher: Henry Stewart Publications
Publication Date: January 2024
DOI: https://doi.org/10.69554/TLVQ2275

Abstract

Generative pre-trained transformer (GPT) technology has become a revolutionary deep-learning tool for enabling businesses to generate coherent and contextually relevant text. With its versatile applications in content creation, customer interactions and social media marketing, GPT has redefined the way businesses engage with their audiences. This research paper focuses on the applications of GPT in social media marketing, search ads and display advertisements, enhancing customer support and interactions. By harnessing the conversational capabilities of ChatGPT, businesses are able to deliver personalised responses, address customer queries, and provide tailored recommendations, thereby elevating the overall customer experience and driving customer satisfaction. Furthermore, the ability of GPT to generate creative and engaging content has proven invaluable in the realm of social media marketing. Marketers can leverage GPT to automate the creation of social media posts, craft captivating captions, and generate relevant hashtags that resonate with their target audience. Through a comprehensive review of existing literature, empirical studies and case examples, this paper demonstrates the transformative potential of GPT in digital marketing. It highlights the advantages and opportunities arising from integrating GPT-based technologies, emphasising the significance of personalised customer interactions and compelling social media content for achieving marketing objectives. The findings contribute to a deeper understanding of the role and implications of GPT in digital marketing, offering valuable insights for practitioners and researchers in the field.

7. Navigating the Ethical Landscape: Implementing Machine Learning in Smart Healthcare Informatics

Journal: Indian Journal of Community Health (Q4)
ISSN: 0971-7587 (Print), 2248-9509 (Online)
Publisher: IAPSMUP & IAPSM
Publication Date: February 2024
DOI: https://doi.org/10.69554/RAPQ3226

Abstract

The integration of Machine Learning (ML) into healthcare informatics holds immense promise, revolutionizing patient care and treatment strategies. However, as this technology advances, it brings forth ethical challenges crucial for careful navigation. ML offers unprecedented abilities to analyze vast healthcare data, leading to personalized medicine and improved outcomes. Yet, ethical concerns emerge, notably in privacy protection, algorithm bias, transparency, informed consent, and data quality. Transparency, explainability, and patient autonomy in decision-making processes are crucial to foster trust and accountability. Striking a balance between innovation and compliance, ensuring data quality, and promoting human-AI collaboration are essential. Addressing these challenges demands adherence to ethical frameworks, continuous monitoring, multidisciplinary governance, education, and regulatory compliance. To fully harness ML’s potential in healthcare while upholding ethical standards, collaboration among stakeholders is imperative, ensuring patient welfare remains central amid technological advancements. Ethical considerations must be embedded at every stage of ML implementation to maintain an ethical, equitable, and patient-centered healthcare system.

8. Impacts and Implications of COVID-19 Pandemic on Travellers in India

Journal: Shodh Sanchar Bulletin
ISSN: 2229-3620
Publisher: Sanchar Educational and Research Foundation
Volume & Pages: 10(40), 227–231
Year: 2021

URL: https://www.researchgate.net/publication/362093720_Impacts_and_Implications_of_COVID-19_Pandemic_on_Travelers_in_India_A_Review

Abstract

The purpose this paper to identify the impacts and implications of global COVID-19 pandemic outbreak on travellers and travel Industry in India. There are few studies have been done on the impact of corona virus pandemic impact on tourism sector. This paper reviews the 25 research papers and found that there is huge loss of tourism industry due to travel restrictions and lockdown. It is predicted that the novel corona virus epidemic would have adverse impacts on the global travel and hospitality industry. This paper predicts that COVID-19 is likely to affect Indian travel patterns such as free travel, leisure travel, and health and fitness tourism. New forms of tourism, such as smart tourism, will also lead to future travel and touring experiences. Such innovations could lead to companies revising their deals on tourism and trade. This paper offers guidelines to concentrate on making travel plans to the history of visitors for travel businesses and industry. The recommendations of this paper will help relieve stress; deliver newly improved experiences to travellers, and partially reduce the impact of COVID-19 on the travel industry.

9. Privacy and Data Protection Risks in AI Applications: A Comparative Study of Global Data Protection Bills of BRICS Countries

Journal: Global Journal of Comparative Law (Q3)
ISSN: 2211-9051 (Print), 2211-906X (Online)
Publisher: Brill
Publication Date: May 2024
DOI: https://doi.org/10.1163/2211906X-13010003

Abstract

This comparative study delves into the intricate landscape of privacy and data protection risks associated with the integration of artificial intelligence (ai) applications within the framework of the brics nations—Brazil, Russia, India, China, and South Africa. As ai continues to revolutionize various sectors, concerns over the security of personal data have escalated, prompting the need for robust data protection regulations. This study critically analyzes the data protection bills of the brics nations, evaluating their effectiveness in mitigating privacy risks posed by ai technologies. By examining the distinct legal frameworks and policy approaches, the research highlights commonalities and divergences in addressing ai-related privacy challenges. Key factors explored encompass the scope of personal data, consent mechanisms, cross-border data transfers, data localization requirements, and the establishment of regulatory authorities. The analysis underscores the evolving nature of privacy and data protection laws within the dynamic landscape of ai. The research illuminates how each brics nation grapples with reconciling technological advancement and individual privacy rights. By identifying strengths and limitations, this study contributes to a deeper understanding of the global efforts to harness ai’s potential while safeguarding personal data, offering insights valuable to policymakers, legal professionals, and stakeholders invested in the responsible development and deployment of ai technologies across diverse jurisdictions.

10. Navigating Compliance and Regulations in Marketing Analytics: Upholding Ethical Standards and Consumer Trust

Journal: Applied Marketing Analytics (Q4)
ISSN: 2054-7544, 2054-7552
Publisher: Henry Stewart Publications
Publication Date: June 2024
DOI: https://doi.org/10.69554/ACQY4920

Abstract

This paper delves into the multifaceted marketing analytics compliance and regulation landscape across diverse business sectors and legal frameworks. It discusses a spectrum of norms with respect to overseeing data collection, processing and utilisation in marketing endeavours. Stringent global laws govern the handling of personal data, necessitating strict adherence. The paper scrutinises pivotal compliance elements like consent, transparency and data security alongside pivotal legislation like the California Consumer Privacy Act and the General Data Protection Regulation. It assesses the implications for marketing analytics, emphasising rights regarding personal data access, erasure anonymisation methods and ethical data use. Non-compliance repercussions, encompassing legal and financial risks and reputational harm, are highlighted, as many industries are facing distinct regulatory challenges. The paper details the essential components of policies, training, monitoring and enforcement that are crucial to ensuring marketing compliance. It stresses the role of technology, advocating for marketing compliance software to streamline processes, monitor compliance and adapt swiftly to regulatory shifts. It elucidates the collaborative nature needed within marketing teams to achieve effective compliance management. The conclusion highlights how compliance software helps with regulatory updates, data privacy, monitoring and content assessment. This paper emphasises the dynamic nature of marketing analytics compliance, urging vigilance with regard to legislative alterations and technological advancements. The paper provides a comprehensive insight into managing compliance challenges in this evolving field while upholding ethical standards and fostering consumer trust.

11. The Multifaceted Motivations Behind Online Travel Agency (OTA) Platform Usage in the AI Era

Journal: International Journal of Information Management Science
ISSN: 2225-9163 (Print), 2312-2668 (Online)
Publisher: University of Chenab
Year: 2024
Article URL: http://www.ijims.org/index.php/home/article/view/86

Abstract

This research paper investigates the motivating factors that drive users to use online travel agency (OTA) platforms in the era of artificial intelligence (AI). This study employed exploratory factor analysis to find the motivating factors of the travellers. The primary data was gathered from Online Travel Agencies (OTAs) platform users who have used the OTA platform in the period of the last twelve months for their travel-related bookings. This study reveals that factors such as the ease of use of OTAs, the ability to plan customized travel holidays, access to online travel reviews, availability of comprehensive travel information, and the best deals on holiday travel packages as key motivating factors for utilizing OTA platforms. This research provides valuable insights into the diverse motivations that drive users to engage with OTAs. The research findings are expected to assist OTAs in understanding customers’ intentions to utilize their platforms and provide travellers with optimal travel experiences. This research furnishes insights into the OTA platform for the design of user-friendly interfaces, the enhancement of personalization options, the optimization of discount offers, the creation of marketing campaigns to attract new customers, and the retargeting of previous users, ultimately enhancing the overall customer experience and satisfaction within the online travel industry.

12. Generative Artificial Intelligence and Legal Frameworks: Identifying Challenges and Proposing Regulatory Reform

Journal: Kutafin Law Review (Q2)
ISSN: 2713-0525 (Print), 2713-0533 (Online)
Publisher: Kutafin Moscow State Law University
Publication Date: October 2024
DOI: https://doi.org/10.17803/2713-0533.2024.3.29.415-451

Abstract

This research paper seeks to understand the deficit arising from the generative AI and its potential in redefying various sectors and suggesting modification on the current laws. Generative AI systems can generate distinctive content which could be used in text, images, or music, among others, by training from the available data. It highlights how generative AI influences the legal profession in terms of work like contract writing, as well as how newer language models like GPT-4 and chatbots like ChatGPT and Gemini are evolving. Thus, while generative AI has numerous opportunities, it also raises concerns about ethical issues, authorship and ownership, privacy, and abuses, such as the propagation of deepfakes and fake news. This study focuses attention on the importance of strengthening the legal frameworks to answer the ethical issues and challenges linked to generative AI, such as deepfakes, piracy of contents, discriminative impact, or naked breaches of privacy. It calls for proper and sensitive use of generative AI through regulation, openness, and commonly agreed global guidelines. This paper emphasizes that innovations need to be balanced by a set of effective regulations to unleash the potential of generative AI and minimize potential threats.

13. How Artificial Intelligence Is Transforming Social Media Marketing: Analysing Its Potential and Addressing Concerns

Journal: Journal of Cultural Marketing Strategy (Q4)
ISSN: 2056-8002, 2056-8010
Publisher: Henry Stewart Publications
Publication Date: December 2024
DOI: https://doi.org/10.69554/CWQB3739

Abstract

Artificial intelligence (AI) has revolutionised social media marketing, offering both significant advantages and potential drawbacks. This paper delves into the dual facets of AI-driven social media marketing techniques, investigating both their advantageous and detrimental impacts. It shows that by leveraging AI, businesses can achieve unprecedented levels of personalisation, engagement and efficiency in their marketing strategies, leading to enhanced customer experiences and increased brand loyalty. AI algorithms analyse vast amounts of data to identify trends and predict consumer behaviour, enabling precise targeting and optimised advertising spend. The paper utilises a qualitative research method to explore the AI-driven social media marketing techniques used by digital marketing and social media marketing professionals. The findings suggest that reliance on AI may perpetuate biases embedded in the training data, leading to ethical concerns and a loss of trust among consumers. This paper highlights the need for robust regulatory frameworks and ethical guidelines to mitigate risks while harnessing the full potential of AI in social media marketing. Ultimately, understanding both the bright and dark sides of AI-driven marketing is crucial for developing strategies that are not only effective but also ethical and sustainable.

14. Analyzing the Engagement Patterns of #RamMandir on Instagram

Journal: Galactica Media: Journal of Media Studies (Q2)
ISSN: 2658-7734
Publisher: Genesis. Frontier. Science
Publication Date: March 2025
DOI: https://doi.org/10.46539/gmd.v7i1.532

Abstract

This study investigates how people communicate their opinions about the Ram Mandir in Ayodhya, India (religious site dedicated to Rama) on Instagram**, with a focus on hashtags and social media dynamics. Instagram** has emerged as a significant platform for community interaction, enabling individuals to express their religious beliefs and cultural identities. This study examines Ram Mandir-related posts, comments, and hashtags using thematic analysis. Key themes have been identified, reflecting the diverse ways in which individuals articulate their emotions and perspectives concerning this significant cultural and religious site. The study’s analysis of these digital contacts sheds light on the broader societal ramifications as well as the function of social media in changing public discourse on religious and cultural concerns. The findings underscore the interplay between traditional religious sentiments and contemporary digital communication, illustrating Instagram’s** role as a platform for community engagement and cultural expression. This study contributes to our understanding of how social media platforms facilitate the expression of collective identities and religious fervor in contemporary contexts. The study emphasizes social media’s transformative impact on religious practices, cultural identity, and communal cohesion, as well as its role in encouraging conversation, event promotion, and the preservation of collective memory. Managerial implications include leveraging social media to enhance engagement, communication, and relationship building.

15. Assessing the Influence of Artificial Intelligence on Sustainable Consumption Behavior and Lifestyle Choices

Journal: Young Consumers (Q1)
ISSN: 1747-3616 (Print), 1758-7212 (Online)
Publisher: Emerald Publishing
Publication Date: December 2024
DOI: https://doi.org/10.1108/YC-09-2024-2214

Abstract

Purpose: Artificial intelligence (AI) has advanced at a rapid pace in the 21st century, and this has had a profound impact on many facets of human behavior, most notably the attitudes toward sustainable consumption and the lifestyles of consumers. Young consumers are at the forefront of AI technology adoption due to their upbringing in an era dominated by technological advancements, and these technologies are changing the way they engage with brands, make purchases and practice sustainability. This research paper aims to investigate the influence of AI on sustainable consumption behavior and lifestyle choices among young consumers.

Design/methodology/approach: This research study examines the complex effects of AI on young consumers using the Unified Theory of Acceptance and Use of Technology 2 model. This study addresses the intricacies and issues related to AI, such as the risk of overconsumption and the environmental impact of AI technologies, while also examining how AI-driven tailored experiences improve consumer engagement and promote sustainability. Structural equation modeling (SEM) was used to evaluate the hypotheses and produce solid insights into the connections between consumer behavior, sustainable consumption and the adoption of AI.

Findings: The results highlight the necessity of adopting AI in a balanced manner and stress the significance of coordinating AI advancements with sustainability goals.

Originality/value: This study offers a significant contribution to the body of knowledge by examining the relationships between the adoption of AI, environmental consciousness and sustainable consumption. It also offers practical suggestions for encouraging consumers to engage in eco-friendly activities and responsible consumption.

16. Data Governance in the Age of Artificial Intelligence: Challenges, Best Practices, and Regulatory Compliance

Journal: Applied Marketing Analytics (Q4)
ISSN: 2054-7544, 2054-7552
Publisher: Henry Stewart Publications
Publication Date: March 2025
DOI: https://doi.org/10.69554/XWHM1191

Abstract

The growing use of artificial intelligence (AI) across businesses has created serious issues concerning data governance and privacy. As AI technologies rely significantly on massive datasets to learn, adapt and make choices, enterprises must provide strong data governance to protect data integrity, provide security and ensure compliance. Data governance encompasses the policies, procedures and standards that guarantee data are accurate, accessible and properly used throughout their life cycle. Data governance frameworks are becoming important in the context of AI, as AI systems handle and analyse vast amounts of data, frequently containing sensitive or personal information. This research paper examines the importance of data governance in the age of AI, stressing both the benefits and problems it provides. Effective data governance frameworks can assist firms in making better decisions, ensuring regulatory compliance and protecting user privacy. Traditional governance systems face substantial challenges from issues such as data bias, data quality and the complexity of managing AI-driven datasets. To reduce these dangers, best practices in data governance are highlighted, such as data classification, metadata management and the introduction of AI-specific governance standards. As AI technologies advance, the significance of adaptable and transparent data governance frameworks cannot be overemphasised. This study adds to our understanding of how corporations should reconcile the rapid advances in AI with the importance of strong data governance and privacy regulations.

17. Bibliometric Exploration of Artificial Intelligence Applications in Healthcare: Trends and Future Directions

Journal: Journal of Public Health and Development (Q4)
ISSN: 2651-1258, 2673-0774
Publisher: Mahidol University (ASEAN Institute for Health Development)
Publication Date: April 2025
DOI: https://doi.org/10.55131/jphd/2025/230220

Abstract

This research employs the PRISMA framework to conduct an extensive bibliometric analysis, delving into the dynamic realm of Artificial Intelligence (AI) within the healthcare domain. Spanning the years 2010 to 2023, the study systematically gathers and examines scholarly works to delineate the trends, patterns, and emerging topics about AI’s integration into healthcare. A thorough initial screening yields substantial academic articles, conference papers, and reviews, forming the basis for analysis. The examination primarily focuses on quantifying publication patterns, identifying influential authors, institutions, and countries, and mapping the thematic landscape of AI in healthcare. Employing various bibliometric metrics such as publication trends, prolific authors, influential journals, and co-occurrence networks of keywords, the study uncovers the remarkable surge in research centred on AI-driven healthcare. This surge signifies a notable paradigm shift towards harnessing technology for predictive analytics, personalized medicine, and enhanced patient care. Additionally, by leveraging visualization tools like VOSviewer, the study presents informative graphical representations elucidating clusters and associations among keywords, thereby providing deeper insights into the interdisciplinary dimensions of AI in healthcare. This study provides a structured overview of the evolving landscape of AI in healthcare, providing valuable perspectives for researchers, practitioners, and policymakers aiming to harness the potential of AI for advancing healthcare delivery and outcomes. The implications of these findings underscore the transformative potential of AI technologies in revolutionizing healthcare delivery, promoting sustainable healthcare practices, and fostering innovative solutions for future challenges.

18. The Transformative Role of Predictive Analytics, Artificial Intelligence, and Machine Learning in Digital Marketing

Journal: Journal of Cultural Marketing Strategy (Q4)
ISSN: 2056-8002, 2056-8010
Publisher: Henry Stewart Publications
Publication Date: May 2025
DOI: https://doi.org/10.69554/YKSN9733

Abstract

This paper explores the transformative role of predictive analytics, artificial intelligence (AI) and machine learning (ML) in reshaping digital marketing strategies, particularly focusing on their impact on return on investment (ROI). It highlights how these technologies empower marketers to optimise campaigns, personalise consumer interactions and drive measurable ROI improvements in a data-driven marketing environment. The study employed a qualitative research methodology and utilised purposive sampling to select participants. Primary data was collected through semistructured interviews, ensuring in-depth insights into the research topic. The integration of predictive analytics, AI and ML significantly enhances digital marketing ROI. Key benefits include improved campaign agility, resource optimisation, reduction in ad spend wastage and increased customer engagement. These technologies enable businesses to deliver personalised, immersive brand experiences while adapting quickly to market demands. This paper underscores the revolutionary impact of combining predictive analytics, AI and ML in digital marketing. It provides valuable insights into how these technologies can drive data-driven marketing excellence by unlocking deeper consumer insights, delivering personalised campaigns and achieving higher ROI. This research offers a roadmap for marketers seeking to leverage advanced technologies in the dynamic digital marketing landscape.

19. Navigating the Online Travel Landscape: Factors Influencing Tourists’ Choice of OTAs in Delhi and NCR Region in India

Journal: Journal of Tourism and Development (Q3)
ISSN: 1645-9261, 2182-1453
Publisher: University of Aveiro
Publication Date: May 2025
DOI: https://doi.org/10.34624/rtd.v48i0.36637

Abstract

The purpose this study is to identify factors influencing tourists’ choice of online travel agencies (OTAs) in Delhi and NCR, India, within the era of digital technologies. This study employed a non-probabilistic research approach with purposive sampling to analyse data from 552 primary respondents who had used OTA platforms in the past twelve months. SPSS was used to conduct exploratory factor analysis, enabling the identification of underlying patterns in the data. This study illuminates the crucial factors that motivate travellers to utilise OTA platforms for their needs. This study investigated six key factors influencing the use of online travel platforms: ease of use and information accessibility, motivation for obtaining detailed travel information, personalisation and customisation options, reviews and social proof from fellow travellers, availability of discount deals, and the desire for the best tour packages. The study’s insights contribute with valuable knowledge to the existing literature on the unified theory of acceptance and use of technology and social influence theory. This study also offers practical guidance to OTA managers with actionable strategies to refine their services in alignment with user expectations. Furthermore, the findings of this study emphasise the role of social factors in technology adoption and provide valuable insights that can guide future research in the field of consumer behaviour.

20. Governance in the Age of Artificial Intelligence: A Comparative Analysis of Policy Framework in BRICS Nations

Journal: AI Magazine (Q2)
ISSN: 0738-4602
Publisher: John Wiley & Sons
Publication Date: July 2025
DOI: http://dx.doi.org/10.1002/aaai.70010

Abstract

This study investigates the dynamic landscape of governance frameworks for emerging technologies, particularly artificial intelligence (AI), within the context of public policy in expanded BRICS nations (Brazil, Russia, India, China, South Africa, Egypt, Ethiopia, Iran, and the United Arab Emirates). Understanding the ethical implications and crafting policy tools to guide the development and deployment of AI is crucial. Analyzing findings from AI policy initiatives, this research delves into managing new technologies, emphasizing the evolving discourse on AI ethics. It stresses the importance of embedding ethical considerations into governance frameworks to address societal concerns and foster responsible AI advancement. Additionally, strong legal frameworks are essential, striking a balance between fostering innovation and ensuring accountability, thereby enhancing confidence and transparency in AI systems. This study underscores the significance of public policy in shaping AI governance, advocating for inclusive, participatory approaches involving stakeholders from diverse sectors. Adaptive governance frameworks capable of navigating the evolving AI landscape and its societal ramifications are emphasized. A holistic governance strategy based on insights from AI policy is recommended, aiming to reconcile innovation with ethical, legal, and societal considerations. Policymakers are urged to foster stakeholder engagement, ensuring that AI advancements benefit society while upholding ethical, just, and accountable standards.

21. Smart Tourism in the Digital Age: Overcoming Barriers and Unlocking New Possibilities

Journal: Revista de Gestão (Q2)
ISSN: 1809-2276 (Print), 2177-8736 (Online)
Publisher: Emerald Publishing
Publication Date: August 2025
DOI: https://doi.org/10.1108/REGE-02-2025-0030

Abstract

Purpose: This research aims to explore the role of digital transformation in the tourism sector, identifying both opportunities and challenges associated with advanced technologies.

Design/methodology/approach: A qualitative research approach was employed, utilizing primary data collected through semi-structured interviews with industry professionals.

Findings: The study finds that artificial intelligence enhances personalized travel recommendations and customer service through chatbots and virtual assistants. The Internet of Things, virtual reality, blockchain and robotics improve efficiency and customer experience. However, challenges such as high implementation costs, data privacy concerns and the need for continuous technological updates persist. Additionally, the digital divide remains a significant barrier for smaller businesses and emerging markets.

Practical implications: The findings suggest that while digital transformation presents significant opportunities for enhancing services and operations, addressing associated challenges is critical for sustainable growth. Industry stakeholders must adopt a strategic approach to technology implementation to ensure inclusive benefits and enhanced competitiveness.

Originality/value: This study provides valuable insights into the impact of digital technologies on the tourism sector, offering practical recommendations for leveraging digital transformation to improve efficiency and customer satisfaction.

22. The Gig Economy and the Evolving Nature of Work in India: Employment, Policy, and Platform Realities in the Age of Convenience

Journal: Journal of Digital Economy (Q1)
ISSN: 2773-0670
Publisher: KeAi Communications / ScienceDirect
Publication Date: August 2025
DOI: https://doi.org/10.1016/j.jdec.2025.07.005

Abstract

The purpose of this research is to explore the dynamic relationship between the gig economy and economic growth, with a particular focus on employment opportunities, work-related challenges, and policy implications in the evolving age of convenience. The gig economy is redefining work through freelancing and contract opportunities. The gig economy is growing, with a market size predicted to reach $1847 billion by 2032. This study employed non-probability qualitative research approach for collecting data from gig workers. This study conducted semi-structured interviews with 23 gig workers in Delhi, India, and used NVivo 12.0 for thematic coding, identifying seven key dimensions that affect their work experience. Results of the study revealed seven key dimensions: economic stability, online platforms policies, government policies, job security, work flexibility, gig economy influence and inconsistent work options. The findings of the study enhance the existing literature in labor economics, digital employment platforms, and alternative employment structures. This study propounds strategic recommendations for policymakers and digital platform managers and provides a substratum for future academic research in the gig economy aspect.

23. Revolutionizing Healthcare through Artificial Intelligence: A Systematic Review and Bibliometric Analysis

Journal: Tanzania Journal of Health Research (Q4)
ISSN: 1821-6404
Publisher: National Institute for Medical Research
Publication Date: September 2025
DOI: https://dx.doi.org/10.4314/thrb.v26i5.23s

Abstract

Background: With its innovative solutions for patient care, diagnostics, and operational efficiency, artificial intelligence (AI) is beginning to transform the healthcare industry significantly. In addition to examining new trends and potential directions, this study provides a comprehensive analysis of AI’s applications in healthcare. The study is to analyze the potential and difficulties that result from AI integration and to identify important themes, leaders in the field, and important breakthroughs in AI healthcare research.

Methods: A PRISMA-based systematic review was carried out, examining 3567 papers on AI and healthcare from Scopus between 2000 and 2023. VOSviewer was used for network research and data visualization.

Results: The analysis reveals a sharp increase in AI-related articles that have been published after 2019. Themes widely discussed in these publications include machine learning, health informatics, and AI’s potential in combating COVID-19. With notable contributions from universities like the University of Victoria and the University of Toronto, the United States leads the world in research output.

Conclusions: AI has the potential to completely transform healthcare by boosting patient outcomes, increasing operational effectiveness, and promoting sustainable medical practices. Interoperability, ethical issues, and data privacy are still problems, though. Realizing AI’s full potential requires constant cooperation between technologists, medical practitioners, and legislators.

24. Leveraging Generative Artificial Intelligence for Self-Medication: Insights from Diabetic Patient Experiences

Journal: Home Healthcare Now (Q3)
ISSN: 2374-4529 (Print), 2374-4537 (Online)
Publisher: Wolters Kluwer Health
Publication Date: November 2025
DOI: https://doi.org/10.1097/NHH.0000000000001391

Abstract

This study investigates the usage of Generative Artificial Intelligence (GenAI) for self-medication among people with diabetes. According to a study by The Guardian, more than 800 million people globally are affected by diabetes. Furthermore, a global analysis published in The Lancet reveals that the prevalence of diabetes in adults has doubled, increasing from approximately 7% to 14% between 1990 and 2022, with the most significant rise observed in low- and middle-income countries. This study employs a nonprobability snowball sampling method, utilizing primary data collection through semistructured interviews. The research identifies eight key themes related to GenAI usage for self-medication among diabetic patients: types of self-medicated remedies, diagnosis and initial management of diabetes, prevalence of self-medication, sources of information for remedies, side effects and complications, motivations for self-medication, the role of doctors and healthcare providers, and cultural and social influences. The findings contribute to the theoretical body of knowledge on the subject and offer practical and clinician implications for the healthcare industry.

25. Analysing the Dark Side of Artificial Intelligence in Tourism and Its Influence on Young Consumers’ Behaviour

Journal: Aslib Journal of Information Management (Q1)
Publisher: Emerald Publishing
Publication Date: January 2026
DOI: https://doi.org/10.1108/AJIM-06-2025-0416

Abstract

Purpose: The growing adoption of artificial intelligence (AI) in the tourism industry has greatly improved consumer experiences. However, the potential negative repercussions of AI remain unexplored. The Elaboration Likelihood Model (ELM) and the Deception Unified Theory are used in this study to analyse the “dark side” of AI in tourism and its impact on young consumers’ behaviour. The study looks at how AI-driven misinformation, prejudices and manipulative marketing methods affect young travellers’ decision-making processes.

Design/methodology/approach: A non-probabilistic research approach, specifically employing the snowball sampling technique, was adopted to collect data from young consumers. The acquired data were analysed with SPSS, and the conceptual model was validated using structural equation modelling (SEM) with AMOS software.

Findings: The study demonstrates that AI-morphed travel content had a substantial influence on consumer decision-making by enhancing perceived authenticity, strengthening confidence in AI-generated information and amplifying cognitive biases in judgement. These effects combine to increase desire to visit AI-promoted destination, but they also lead to post-experience dissatisfaction when AI-morphed content fail to match reality. This study presents empirical evidence for a sequential persuasion-deception pathway in which AI-morphed content puffs up beliefs, impacts behavioural intentions and, ultimately, intensifies the expectation-reality gap.

Practical implications: This study adds to the existing literature by providing a more nuanced understanding of AI’s deceptive components in tourism and their psychological influence on young customers. Policymakers and industry stakeholders can use these lessons to create responsible AI plans that reduce consumer hazards while retaining technical advances in tourism services.

Originality/value: The findings highlight the importance of ethical AI implementations in promoting transparency and trust in the tourism industry.