Signals · Research

Publications

Peer-reviewed research on marketing strategy, consumer behavior, and business transformation. Academic insights translated into executive action.

Working Paper

Study of Internet Banking Usage: Elderly vs Youth

Asif, S. · Zenodo, 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…

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Best customer service in banking by age group: which benefits of online banking actually convert older customers.

Book Chapter

The Role of Digital Food Marketing in Shaping Consumer Behavior and Sustainability in Emerging Economies

Asif, S. · IGI Global Scientific Publishing, 2025

In emerging economies, where smartphones and online platforms are spreading quickly, food brands have gained a powerful new lever over what people eat, not only which products they buy but whether they lean towards healthier and more sustainable choices. This…

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Brand consulting and consumer insights research: how digital food marketing steers buyers to sustainable choices.

Book Chapter

AI in Strategic Talent Acquisition

Asif, S., Mathur, A., & Minz, N. K. · IGI Global Scientific Publishing, 2026

Recruitment is being rebuilt around artificial intelligence, but the same systems that promise faster, fairer hiring can also entrench the very biases they are meant to remove. This chapter asks how AI can be steered to widen diversity, deepen inclusion,…

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Group of people drawing and discussing plans at a table in a large storage warehouse filled with shelves and boxes.

Registered Design

IoT-enabled Customer Feedback System

Bhardwaj, I., Mathur, A., Chaudhary, S., Asif, S., Virk, N. K., & Bharti, V. · Controller General of Patents, Designs and Trade Marks, 2025

This entry records a registered industrial design rather than a research paper or a functional patent, and that distinction shapes how it should be read. Design registration protects the visual form of a product, its configuration, pattern, or interface…

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Three students in a study room review worksheets and charts, with a wall full of posters above them and a desk lamp casting light on their work so they can plan a project.

Book

Innovate to Dominate: AI and Sustainability in Business

Asif, S., & Minz, N. K. · Book Rivers, 2025

Two forces now press on business at once: the rapid spread of artificial intelligence and allied technologies, and an urgent demand for sustainability in the face of climate change and social inequality. This edited volume sits deliberately at their intersection,…

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AI and sustainability in business converge in Innovate to Dominate, featured in Dromley's publication library.
Food security and the sustainable development goals: how enterprises deliver energy, health and risk outcomes.

Book Publication

Sustainable Leadership for Institutional Environmental Stewardship: A Behavioral and Systems Approach for Transforming Organizations

Asif, S., Minz, N. K., & Mathur, A. · IGI Global Scientific Publishing, 2026

Environmental sustainability has become a strategic priority for organizations, yet a persistent gap remains between the sustainability commitments companies state and the environmental outcomes they actually…

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Group of people drawing and discussing plans at a table in a large storage warehouse filled with shelves and boxes.

Book Publication

Reimagining Organizational Behavior Through AI-Human Synergy: Trust, Motivation, and Adaptive Leadership in Intelligent Workplaces

Asif, S., Mathur, A., & Minz, N. K. · IGI Global Scientific Publishing, 2026

AI is no longer just an automation tool sitting in the background; it has become a cognitive collaborator that reshapes how teams decide, lead, and feel…

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AI readiness assessment research showing team capability rather than technology decides marketing AI adoption success

Book Publication

Bridging the Human-AI Readiness Gap in Marketing: Introducing 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…

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