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…
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…
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,…
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…
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,…
Book Publication
Sustainable Leadership for Institutional Environmental Stewardship: A Behavioral and Systems Approach for Transforming Organizations
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…
Book Publication
Reimagining Organizational Behavior Through AI-Human Synergy: Trust, Motivation, and Adaptive Leadership in Intelligent Workplaces
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…
Book Publication
Bridging the Human-AI Readiness Gap in Marketing: Introducing 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…
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