Signals · Research
Publications
Peer-reviewed research on marketing strategy, consumer behavior, and business transformation. Academic insights translated into executive action.
Journal
Exploring Trust and Security Concerns in Digital FMCG Purchases: Evidence from Indian Millennials
Pooja, & Asif, S. · Journal of East-West Thought (JET), 2024
Online grocery and everyday-goods shopping is booming in India, yet many millennials still weigh each purchase against nagging worries about trust and security. This qualitative study asks what actually convinces them to buy, and where those concerns make them…
Journal
Waste to Wealth: Entrepreneurial Strategies for Sustainable Waste Management
Asif, S., & Minz, N. K. · Journal of Management and Entrepreneurship, 2024
Waste is usually treated as a cost to be disposed of, yet it can also become raw material for new ventures. This paper takes that reframing seriously, asking how entrepreneurship can turn waste management from a pressing environmental and socioeconomic…
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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