Signals · Research
Publications
Peer-reviewed research on marketing strategy, consumer behavior, and business transformation. Academic insights translated into executive action.
Conference
Bridging the Human-AI Readiness Gap in Marketing: A Conceptual Synthesis and the HACR Framework
Asif, S., & Lalwani, S. · Market Research Society of India (MRSI), 2025
As artificial intelligence spreads through marketing, the hardest obstacle is turning out to be the team, not the technology. Despite heavy investment in advanced platforms, many organisations still struggle to weave AI into everyday decisions and workflows, and…
Book Chapter
The Social Media Effect on Luxury Consumption: Redefining Consumer Behavior in the Digital Age
Asif, S. · IGI Global Scientific Publishing, 2025
Luxury has always sold itself on scarcity and distance, the sense that not everyone can have it. Social media works the opposite way, putting high-end brands in front of vast audiences every day. This chapter asks what that constant visibility…
Book
Sustainability, Resilience and Enterprise: Creating an Equitable Social Ecosystem
Kaushik, T., Girotra, R., Singh, S., Asif, S., & Yadav, S. · Bloomsbury Publishing India, 2023
The United Nations’ seventeen Sustainable Development Goals set a clear destination, but reaching them inside real businesses and communities is far harder than naming them. This edited book takes that implementation gap as its starting point, asking how…
Patent
Guest Room Information Management System and Method
Bharti, S., Meshram, A. R., Banerjee, S., Asif, S., Saini, N., & Rana, P. · Indian Patent Office, 2022
Hotel guests routinely need to signal simple things, whether a room should be serviced, left undisturbed, or is unoccupied, yet the usual door hangers and phone calls are easy to miss. This patent application sets out a guest room information…
Journal
Study of Internet Banking Usage: Elderly vs Youth
Asif, S. · Elementary Education Online, 2021
Internet banking has spread rapidly, but how differently do younger and older customers actually take it up, and which group finds it more useful in practice? This study addresses a gap in the research, which has rarely examined the determinants…
Book Publication
Bridging the Human-AI Readiness Gap in Marketing: A Conceptual Synthesis and the HACR Framework
As artificial intelligence spreads through marketing, the hardest obstacle is turning out to be the team, not the technology. Despite heavy investment in advanced platforms, many…
Book Publication
The Social Media Effect on Luxury Consumption: Redefining Consumer Behavior in the Digital Age
Luxury has always sold itself on scarcity and distance, the sense that not everyone can have it. Social media works the opposite way, putting high-end brands…
Book Publication
Sustainability, Resilience and Enterprise: Creating an Equitable Social Ecosystem
The United Nations’ seventeen Sustainable Development Goals set a clear destination, but reaching them inside real businesses and communities is far harder than naming them. This…
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