Journal of IMS Group

AI-Powered Branding

Naveen Virmani — 2025-10-09

AI has become a transformative force in brand building, reshaping customer engagement through data-driven insights and often personalized experiences. The discipline of AI is about more than machine learning. The effect of branding driven by artificial intelligence on customer involvement in an age of digital metamorphosis is the subject of this research. It further investigates the mediating function of trust and the moderating role of personalization in this relationship. A quantitative research method was used, with data collected from 500 participants who interacted with AI-driven branding initiatives. The analysis used ANOVA, correlation, and regression techniques to test the proposed hypotheses. The results show a strong positive relationship between AI-driven branding and customer engagement, illustrating that AI technologies amplify brand-consumer interactions. The relationship between AI-driven branding and customer engagement hinges on trust, meaning a customer’s level of confidence in the content an AI generates determines how engaged they & ll be with the brand that content is advertising. Moreover, the relationship was moderated by personalization, with advanced levels of customization resulting in a more substantial form of customer engagement. But the study also emphasizes the importance of ethical considerations in AI for the sake of building and maintaining trust. These findings provide businesses with the ability to take real steps to harness AI for the branding and marketing of their products and services. Because the study establishes the importance of both consumer trust and the hallmark of personalization offered by AI, Companies looking to use AI in a branding context would do well to make trust and personalization twin pillars of any initiative.

Unpacking the Strategic Leadership-Performance Nexus: A Conceptual Review

Naveen Virmani — 2025-10-16

Strategic leadership has emerged as a pivotal determinant of organizational performance in today's dynamic and complex business environment. This conceptual review aims to explore the multifaceted relationship between strategic leadership and organizational performance, offering an integrated framework that captures the nuances of this critical nexus. Drawing upon contemporary leadership theories, strategic management paradigms, and empirical findings, the paper unpacks how strategic leaders influence vision articulation, resource allocation, innovation, and culture building ultimately shaping performance outcomes. The review identifies key dimensions of strategic leadership, including transformational behavior, adaptive capacity, strategic thinking, and ethical governance. It also discusses the mediating and moderating roles of organizational learning, employee engagement, and environmental dynamism in this relationship. By synthesizing insights from both Western and Indian leadership literature, this study provides a culturally inclusive perspective on leadership effectiveness. The paper concludes with implications for theory, practice, and future research, encouraging scholars to examine sectoral and contextual contingencies that shape the strategic leadership-performance link. This review contributes to advancing a holistic understanding of how strategic leadership can be leveraged to drive sustainable performance in diverse organizational settings.

THE RISE OF HYPERLOCAL MARKETING

Naveen Virmani — 2025-10-16

In the last five years, studies on Hyperlocal Marketing (HLM) in India have increased by 65%, indicating that increasing numbers of people in academics and trade are becoming interested in it (Aditya 2025). Initiatives such as Honourable Prime Minister Modi by saying "Vocal for Local" for promoting local products and services. HLM has now emerged as a significant means by which businesses can target customers through extremely specific location and behaviour data.

The aim of this research is to examine the development and transformation of research in Hyperlocal Marketing (HLM) in India. It identifies earlier trends, current advancements at digital fronts, and potential future research themes in this field.

This research employs unique instruments to examine research articles on Hyperlocal Marketing (HLM) that appeared between 2020 to 2025, and more importantly, work that has been conducted in India. It examines the frequency of papers appearing, the frequency of citations, what institutions were involved, how authors collaborated with each other, and what keywords were most frequently used. Data were obtained from, Research gate, Springer, Google Scholar, and Scopus.

The research indicates that studies on Hyperlocal Marketing increased significantly post- 2020. This increase is attributed to improved digital infrastructure and increased online shopping in tier-2 and tier-3 Indian cities. The research topics are trending towards more local content, geo-fencing, and digital-centric strategies. Scopus identified the leading researchers in this area, whereas Springer and Google Scholar indicated emerging research groups and how various topics are being merged in HLM

research.

The results point out that hyperlocal marketing practices can facilitate the growth of businesses as well as the local economy and self-sufficiency. These findings can be beneficial to marketers, policymakers, and small business owners in developing more targeted and culturally suitable marketing strategies.

This research considers only data from some specific research databases and is primarily concerned with India studies. It does not provide detailed analysis of marketing outcomes for local businesses.

This paper is the first to provide a comprehensive synopsis of research directions on Hyperlocal Marketing in India based on bibliometric analysis. It links marketing research with government initiatives such as the "Vocal for Local" campaign and demonstrates how HLM is contributing to framing India's digital growth and local economy.

In the age of digital transformation, businesses and content creators are increasingly turning towards strategies that emphasize relevance, proximity, and personalization. One such strategy that has witnessed significant global traction is hyperlocal marketing (HLM). This model focuses on targeting audiences based on their immediate geographic location, often within a specific neighborhood, city, or community, and aligns communication to local culture, language, and real-time needs. With the proliferation of smartphones, location-based services, and digital infrastructure, hyperlocal marketing has become an essential pillar for brands

seeking to build deeper connections with consumers.

ETHICAL PRACTICES IN AI GENERATED MARKETING CAMPAIGN

Naveen Virmani — 2025-10-16

The proliferation of Artificial Intelligence (AI) in marketing has significantly altered how businesses engage with consumers, offering unprecedented opportunities for personalized marketing, enhanced targeting, and operational efficiency. However, the integration of AI- generated (AIG) content into marketing strategies raises critical ethical concerns that warrant rigorous analysis. These concerns primarily revolve around issues of privacy, data security, algorithmic transparency, bias, and the responsible use of AI technology. AIG systems typically rely on vast amounts of consumer data, leading to heightened concerns regarding the ethical collection, storage, and use of personal information. To mitigate risks, it is essential that Al-driven marketing platforms adopt strict privacy protocols, secure data storage mechanisms, and transparent consent processes, ensuring that consumers are fully aware of how their data is being utilized. Additionally, AI models often operate as "black boxes," making it difficult for consumers and even marketers to understand how decisions are being made. This opacity raises questions about the accountability of AIG systems, as well as the potential for perpetuating algorithmic bias. Given that AI systems can unintentionally reproduce societal inequalities or exclude marginalized groups, ensuring fairness in algorithmic design is paramount. Ethical guidelines in AI marketing should therefore include comprehensive strategies for bias detection and correction, alongside regular auditing processes to ensure that AIG campaigns are both inclusive and non-discriminatory. Furthermore, AIG marketing systems must be designed to protect consumer autonomy, avoiding manipulative tactics or overstepping ethical boundaries in consumer behaviour targeting. This paper reviews existing ethical frameworks and explores the need for industry- wide standards to regulate the responsible use of AI in marketing. By adopting a structured, ethical approach to AI implementation, businesses can balance innovation with consumer rights protection, fostering trust, transparency, and long-term engagement.

From the Desk of the Editor-in-C From the Desk of the Editor-in-Chief

Naveen Virmani — 2025-10-16

Journal of IMS Group

From the Desk of the Editor-in-Chief

"Charting the Frontier: Research Opportunities in the Age of AGI and changing geopolitics"

Welcome to the special issue of the Journal of IMS Group, where we embark on a journey to explore the relevance of research and development in the areas of Artificial intelligence amidst geopolitical tensions. It is my privilege to elucidate the contemporary state-of-the-art and delineate the key emergent opportunities within the evolving research landscape

As the digital frontier expands, the emergence of Artificial General Intelligence (AGI) is no longer a speculative whisper of science fiction—it is an accelerating reality redefining the contours of human capability, national power, and global commerce. This special issue delves into the complex nexus between AGI, geopolitical dynamics, and the imperatives of sustainable innovation in the business world.

AGI, with its ability to perform any intellectual task that a human can, promises transformative breakthroughs. Yet, its very power raises deep questions: Who controls these capabilities? How will nations harness or regulate—AGI to gain strategic advantage? And how do we ensure that innovation driven by AGI remains ethically grounded and ecologically sustainable?

Geopolitical competition is already being reshaped by AI supremacy, with countries vying for technological leadership as a marker of sovereign strength. AGI heightens this competition, potentially redrawing alliances, redefining economic dependencies, and challenging global governance norms. At the same time, businesses are navigating this new landscape, where innovation cycles are shorter, risks more profound, and sustainability concerns more urgent than ever.

This issue brings together scholars, policy analysts, technologists, and business leaders who grapple with these intersecting challenges. From analyses of AGI's strategic implications for international diplomacy, to case studies exploring how companies are embedding AGI responsibly into supply chains, product design, and corporate governance, the articles in this volume offer both critical reflection and actionable insight.

As we stand at the threshold of a post-industrial, intelligence-driven era, we must ask not just what AGI can do, but what it should do—and for whom. It is our hope that the contributions in this issue inspire robust dialogue, foster interdisciplinary collaboration, and ultimately shape pathways for a future where intelligence and innovation serve sustainable human progress. The Journal of IMS Group remains committed to providing a platform for scholars, researchers, practitioners, academicians and innovators to showcase their work at the intersection of these transformative technologies and research.

Thank you for your continued support, and together, let's shape the future through research.

Vol: 22, No. 1, Jan-Jun, 2025

Warm regards,

Dr. Prasoon M. Tripathi Editor-in-Chief, Journal of IMS Group

ISSN No. 0973-824X

Journal of IMS Group

Editorial

Editorial: Navigating Innovation Through Research – IMS Journal, Vol. 22, Issue 1

(Dec 2024-June 2025)

The Journal of IMS Group proudly presents its Volume 22, Issue 1 for the Dec 2024-June 2025 period. This edition features ten meticulously reviewed research articles that reflect the vibrant academic spirit of interdisciplinary management studies and contemporary technological advances. With an increasing emphasis on AI, digital transformation, sustainability, and innovation-led ecosystems, this issue brings together rich empirical and conceptual insights from scholars and practitioners alike

The first paper by Dr. Priyanka Pradhan and team explores the evolving domain of Hyperlocal Marketing in India through a bibliometric analysis. Anchored in the "Vocal for Local" initiative, the study examines research trends from 2020-2025, identifying key institutions, themes, and collaborations in the domain. Their findings underscore the increasing relevance of geo-targeted strategies, vernacular engagement, and digital microtargeting for small businesses and marketers in Tier 2 and Tier 3 cities.

In the second article, Dr. Garima Nidhi investigates the adoption of Artificial Intelligence in the Banking Sector using TAM (Technology Acceptance Model). Her empirical study across public and private banks in North India highlights trust, interactivity, and customization as pivotal factors driving AI adoption in banking services. The paper also discusses the role of AI in enhancing customer experience while noting the infrastructural and human-centered challenges in emerging economies.

Dr. Piali Haldar and Dev Kumar Mandal, in the third paper, delve into AI-powered Branding and Customer Engagement. Their quantitative study reveals the mediating role of trust and moderating influence of personalization in the relationship between AI-based branding and customer loyalty. Their work offers valuable managerial implications for businesses adopting AI to craft immersive brand experiences

A crucial ethical dimension is addressed in the fourth paper by Prachi, who examines Ethical Practices in AI-Generated Marketing Campaigns. With concerns around data privacy, algorithmic transparency, and consumer manipulation, this study provides a comprehensive ethical framework for responsible AI marketing practices and emphasizes the importance of inclusive, transparent, and bias-free algorithm design.

Dr. C. Balakrishnan, in the fifth paper, presents a forward-looking perspective on how Artificial General Intelligence (AGI) can enhance Entrepreneurial Ecosystems. Drawing from institutional theory and sustainability frameworks, the paper identifies how AGI supports talent matching, market scanning, and stakeholder networking, thereby fostering regional innovation capacity.

The sixth contribution by Afsar Ali and colleagues is a conceptual review titled Unpacking the Strategic Leadership-Performance Nexus. It offers a multidimensional framework linking strategic leadership traits such as vision articulation and ethical governance with organizational performance. This synthesis bridges Western and Indian leadership paradigms, encouraging scholars to study contextualized leadership effectiveness.

Anita Rani and her team, in the seventh article, present a comprehensive review on the Synergistic Impact of AI on Digital Marketing. Their paper outlines how AI supports personalization, content automation, predictive analytics, and sustainable marketing. By also proposing future research directions, the paper serves as a useful roadmap for scholars in marketing and technology domains.

In the eighth paper, Arun George Joseph explores the Influence of AI on Impulse Buying Behavior. Using qualitative methods, the study highlights how AI-powered features such as chatbots and dynamic pricing-trigger spontaneous purchase decisions by aligning with consumers' emotional states, suggesting new marketing strategies and ethical considerations.

In the ninth paper, Vivek Kumar Gupta and team propose a blockchain-based solution for Enhancing Certificate Validation. Their system tackles the issue of academic fraud using immutable, decentralized validation techniques. This practical application of blockchain reinforces the journal's commitment to showcasing research that addresses real-world challenges with robust technological solutions. Finally, Techi Taju and colleagues present an Experimental Investigation on the Fresh and Hardened Properties of Concrete Incorporating Carbon Fibre Composites. The study evaluates how carbon fiber, as an alternative to steel reinforcement, enhances compressive, flexural, and tensile strengths of concrete. It highlights the optimal dosages and mix designs that improve mechanical performance while reducing water absorption and shrinkage cracking.

We extend our heartfelt appreciation to our contributing authors, peer reviewers, and editorial board for maintaining high standards of scholarly rigor. Under the guidance of our visionary Director, Professor Prasoon M. Tripathi, the journal continues to elevate its national and international standing by publishing innovative, relevant, and impactful research.

We hope this issue offers insightful readings to academics, practitioners, policymakers, and students alike.

Vol: 22, No. 1, Jan-Jun, 2025

Warm regards, Dr. Ajay Kumar Patel Dean, Research

ISSN No. 0973-824X

The Synergistic Impact of Artificial Intelligence on Digital Marketing

Naveen Virmani — 2025-10-16

This research paper provides a comprehensive exploration of the synergistic relationship between artificial intelligence (AI) and digital marketing. It begins with an overview of the evolving landscape of AI in marketing, tracing its historical development and current state. The paper then delves into the key areas where AI is being applied in digital marketing practices, including personalization, automation, analytics, content creation, advertising, customer experience enhancement, sustainability, and sales process transformation. Various AI techniques and tools, such as machine learning, natural language processing, and computer vision, are examined for their transformative impact on marketing strategies. The benefits of AI implementation, including improved efficiency, enhanced customer experience, better targeting, cost savings, and more accurate forecasting, are discussed alongside the challenges and ethical considerations, such as data privacy, algorithmic bias, transparency, job displacement, data compatibility, and the preservation of human creativity. Through an analysis of successful Al-driven digital marketing campaigns, the paper highlights practical applications and outcomes. Finally, it proposes potential research questions and an implementable research methodology to guide future scholarly investigations in this dynamic field.

EXPERIMENTAL INVESTIGATION ON FRESH AND HARDENED PROPERTIES OF CONCRETE INCORPORATING CARBON FIBRES COMPOSITES

Naveen Virmani — 2025-10-16

This review examines how adding carbon fiber to different concrete mix designs can improve performance and overcome the poor tensile strength of concrete. Although traditional reinforcements like steel fibers increase strength and toughness, they have disadvantages such as corrosion and expensive cost. An alternative that is both lightweight and strong, carbon fiber has a greater modulus, is more durable, and can withstand extreme conditions. It reduces cracking due to shrinkage and enhances performance under dynamic loads. Studies show promising results: Basit et al. found 0.60% carbon fibre optimal in self-compacting concrete, improving fresh and hardened properties. Andrew et al. compared aerospace, industrial, and recycled carbon fibres in ultra-high- performance concrete. Aksar et al. concluded 0.25% CCFRP is ideal in both normal and low-strength concrete. Md. Safiuddin et al. found 3% carbon fibre optimal in reinforced mortar for strength and reduced absorption. Overall, compressive strength improves up to a certain fibre content, after which it declines. Flexural and split tensile strength generally increase with fibre dosage. Slump flow decreases with more carbon fibre, and water absorption is minimized only up to an optimal level. With the right dosage, carbon fibre significantly enhances concrete's mechanical and durability properties

Enhancing Certificate Validation with Block Chain:

Naveen Virmani — 2025-10-16

As more people seek for the education increase day by day, students become more concerned about their careers. As a result, they achieve many certificates. These certificates help them when they apply for jobs in public or private sectors. However, incidents may occur where students generate fake certificates, making it very cumbersome to identify them, in today's time, forging certificates has become a business for many people. Therefore, for many Organizations and institutions Reviewing and verifying certificates has become a boring task. To solve the problem of fake certificates, a digital certificate system based on blockchain technology has been proposed. With the help of blockchain technology, each certificate has a unique hash key that any organization can use to verify its reliability through a portal. Using this technology, we can provide a more secure and efficient system for digital certificate verification. The main goal of this system is to make the certificate validation process very simple.