Signals · Research
Publications
Peer-reviewed research on marketing strategy, consumer behaviour, and business transformation. Academic insights translated into executive action.
Analysis of Marketing Strategies Adopted by Travel Agencies to Promote Community-Based Tourism: A Case Study of Garhwal Region, Uttarakhand
Saini, N., & Asif, S. · Kanpur Philosophers (UGC-CARE), 2022
Case study analyzing effective marketing approaches for community-based tourism development in the Himalayan region. The research investigates factors influencing community-based tourism activities as adaptation strategies to…
Book
Sustainability, Resilience and Enterprise: Creating an Equitable Social Ecosystem
Kaushik, T., Girotra, R., Singh, S., Asif, S., & Yadav, S. · Bloomsbury Publishing India Pvt. Ltd, 2023
A comprehensive volume exploring the intersection of sustainability, organizational resilience, and enterprise development in creating equitable social systems. The book presents frameworks for building businesses that…
Exploring Trust and Security Concerns in Digital FMCG Purchases: Evidence from Indian Millennials
Asif, S. · Journal of Entrepreneurship and Technology, 2024
Signals · Publications | Digital Marketing Exploring Trust and Security Concerns in Digital FMCG Purchases: Evidence from Indian Millennials Digital Marketing Consumer Behavior Sustainability Emerging Markets…
Unveiling the Dynamics of Startup Ecosystems: Key Drivers of Entrepreneurial Success
Asif, S. · Journal of Entrepreneurship and Technology, 2024
Signals · Publications | Digital Marketing Unveiling the Dynamics of Startup Ecosystems: Key Drivers of Entrepreneurial Success Digital Marketing Consumer Behavior Sustainability Emerging Markets Abstract This…
The Role of Digital Food Marketing in Shaping Consumer Behavior and Sustainability in Emerging Economies
Asif, S. · IGI Global Scientific Publishing, 2025
Examines how digital food marketing strategies influence consumer purchasing decisions and sustainability practices in emerging market economies. The research explores the interplay between marketing innovation and…
Book Publication
A Study of Consumer Buying Behavior for Branded Apparels in Gurgaon City
Foundational research on branded apparel purchasing patterns in emerging urban Indian markets using data from 144 respondents. Chi-square analysis reveals significant relationships between consumer age, purchasing…
Book Publication
Herd Consumption Behaviour of Indian Youth Towards Luxury Fashion Brands: The Mediating Role of FoMO
Examines how Fear of Missing Out (FoMO) drives herd behavior in luxury fashion consumption among young Indians using Structural Equation Modeling. The findings illustrate why Indian…
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