Signals · Research
Publications
Peer-reviewed research on marketing strategy, consumer behavior, and business transformation. Academic insights translated into executive action.
Working Paper
Impact of Internet of Things (IoT) on Supply Chain Management and Its Benefits in Tourism Industry
Asif, S., Saini, N., Singh, K., & Yadav, S. · Zenodo, 2021
Connected devices are reshaping how industries link physical objects to digital systems, and tourism is no exception. This paper examines what the Internet of Things means for supply chain management in the tourism industry, where the link between connected…
Journal
Teenagers’ Attitude Towards Luxury Apparel: Gender Perspective
Asif, S., & Kaushik, T. · Asian Journal of Multidimensional Research, 2021
Do teenage boys and girls really shop differently for branded clothing, or do we simply assume that they do? This study tests that assumption directly, examining how adolescents’ demographics shape their buying decisions for branded apparel and how awareness,…
Journal
Analyzing the Role of Digital Marketing, Green Marketing, and CSR Policy in Brand Development: A Study of Retail Companies in India
Asif, S., Sharma, P., & Gorakhnath, I. · Journal of Positive School Psychology, 2022
How much do green marketing, corporate social responsibility, and digital marketing actually contribute to building a retail brand in India? This study takes up that question at a time when green practices and CSR are widely discussed but unevenly applied…
Journal
The Influence of Online Marketing on Start-ups
Garg, S., Asif, S., Yadav, S., & Kaushik, T. · International Journal of Health Sciences, 2022
Plenty of research shows that online marketing shapes how startups grow, but almost all of it looks through the eyes of the companies. This study deliberately switches sides, asking how consumers themselves are affected by the online and digital tools…
Working Paper
Analysis of Marketing Strategies Adopted by Travel Agencies to Promote Community-Based Tourism: A Case Study of Garhwal Region, Uttarakhand
Saini, N., & Asif, S. · Zenodo, 2022
Tourism is a major social and economic activity, but the rural communities that host much of it are social-ecological systems under growing strain from global environmental change. This study approaches community-based tourism in the Garhwal region as a possible…
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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