Journal of IMS Group
https://journal.ims-ghaziabad.ac.in/index.php/journal-ims-group
<h2>AIM1</h2> <p class="text-justify">The publishes two issues for the months: January-June, and July-December every year by IMS. It is a blind and peer-reviewed journal.</p> <p class="text-justify">The aims to publish scholarly empirical and theoretical research articles, which have a high impact on the management field as a whole. The journal ensures to impart a platform for publishing results and research with a vital empirical component. It also creates a bridge for the significant gap between research and practice by promoting original, novel, industry-relevant research within the scope and beyond.</p> <h2>SCOPE</h2> <p>The covers all topics under the Core Management Science. Specifically, IIMS-JMS publishes innovative empirical and conceptual articles, which advance knowledge of management and organization broadly defined, in such fields but not limited to:</p> <ul class="scope-list"> <li>Digital Business Transformations</li> <li>Industry 4.0 and Sustainability</li> <li>Net-zero economy</li> <li>Economics and Public Policy</li> <li>Data Science, Marketing Management</li> <li>Operations and Quantitative Techniques</li> <li>Information Systems</li> <li>Finance and Accounting</li> <li>Organizational Behaviour</li> <li>Human Resources and Communication</li> <li>Sustainability</li> <li>Corporate Social Responsibility and Ethics</li> <li>Strategic Management</li> <li>Entrepreneurship</li> <li>Research Methods</li> <li>Humanity</li> </ul>
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Journal of IMS Group
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Enhancing Certificate Validation with Block Chain:
https://journal.ims-ghaziabad.ac.in/index.php/journal-ims-group/article/view/70
<p><span style="font-weight: 400;">As </span><span style="font-weight: 400;">more people seek </span><span style="font-weight: 400;">for </span><span style="font-weight: 400;">the </span><span style="font-weight: 400;">education </span><span style="font-weight: 400;">increase day </span><span style="font-weight: 400;">by day, students become </span><span style="font-weight: 400;">more concerned about their careers. As </span><span style="font-weight: 400;">a </span><span style="font-weight: 400;">result</span><span style="font-weight: 400;">, they achieve </span><span style="font-weight: 400;">many </span><span style="font-weight: 400;">certificates</span><span style="font-weight: 400;">. </span><span style="font-weight: 400;">These </span><span style="font-weight: 400;">certificates </span><span style="font-weight: 400;">help </span><span style="font-weight: 400;">them when they apply for jobs </span><span style="font-weight: 400;">in public or </span><span style="font-weight: 400;">private </span><span style="font-weight: 400;">sectors</span><span style="font-weight: 400;">. </span><span style="font-weight: 400;">However</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">incidents </span><span style="font-weight: 400;">may occur where students generate fake certificates</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">making it very </span><span style="font-weight: 400;">cumbersome </span><span style="font-weight: 400;">to identify them</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">in today's time</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">forging certificates has become a business for many people. Therefore, for many Organizations </span><span style="font-weight: 400;">and </span><span style="font-weight: 400;">institutions Reviewing </span><span style="font-weight: 400;">and </span><span style="font-weight: 400;">verifying </span><span style="font-weight: 400;">certificates has </span><span style="font-weight: 400;">become a boring task</span><span style="font-weight: 400;">. </span><span style="font-weight: 400;">To </span><span style="font-weight: 400;">solve the problem of fake certificates</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">a </span><span style="font-weight: 400;">digital certificate </span><span style="font-weight: 400;">system </span><span style="font-weight: 400;">based </span><span style="font-weight: 400;">on blockchain technology </span><span style="font-weight: 400;">has been proposed</span><span style="font-weight: 400;">. </span><span style="font-weight: 400;">With </span><span style="font-weight: 400;">the </span><span style="font-weight: 400;">help of blockchain </span><span style="font-weight: 400;">technology</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">each certificate has </span><span style="font-weight: 400;">a unique </span><span style="font-weight: 400;">hash </span><span style="font-weight: 400;">key </span><span style="font-weight: 400;">that </span><span style="font-weight: 400;">any organization </span><span style="font-weight: 400;">can </span><span style="font-weight: 400;">use to verify its reliability through a portal</span><span style="font-weight: 400;">. </span><span style="font-weight: 400;">Using this </span><span style="font-weight: 400;">technology</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">we </span><span style="font-weight: 400;">can provide a </span><span style="font-weight: 400;">more secure </span><span style="font-weight: 400;">and efficient </span><span style="font-weight: 400;">system for digital </span><span style="font-weight: 400;">certificate verification</span><span style="font-weight: 400;">. The </span><span style="font-weight: 400;">main goal of </span><span style="font-weight: 400;">this </span><span style="font-weight: 400;">system </span><span style="font-weight: 400;">is to </span><span style="font-weight: 400;">make the certificate validation process very </span><span style="font-weight: 400;">simple</span><span style="font-weight: 400;">.</span></p>
Naveen Virmani
Copyright (c) 2025 Journal of IMS Group
2025-10-16
2025-10-16
21 1
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AI-Powered Branding
https://journal.ims-ghaziabad.ac.in/index.php/journal-ims-group/article/view/64
<p>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.</p>
Naveen Virmani
Nishchal
Copyright (c) 2025 Journal of IMS Group
2025-10-09
2025-10-09
21 1
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Unpacking the Strategic Leadership-Performance Nexus: A Conceptual Review
https://journal.ims-ghaziabad.ac.in/index.php/journal-ims-group/article/view/75
<p><span style="font-weight: 400;">Strategic leadership has </span><span style="font-weight: 400;">emerged </span><span style="font-weight: 400;">as a pivotal </span><span style="font-weight: 400;">determinant of organizational performance in today's dynamic </span><span style="font-weight: 400;">and </span><span style="font-weight: 400;">complex </span><span style="font-weight: 400;">business </span><span style="font-weight: 400;">environment</span><span style="font-weight: 400;">. </span><span style="font-weight: 400;">This </span><span style="font-weight: 400;">conceptual </span><span style="font-weight: 400;">review aims to explore </span><span style="font-weight: 400;">the </span><span style="font-weight: 400;">multifaceted </span><span style="font-weight: 400;">relationship </span><span style="font-weight: 400;">between strategic </span><span style="font-weight: 400;">leadership </span><span style="font-weight: 400;">and organizational performance</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">offering an </span><span style="font-weight: 400;">integrated framework that captures the nuances of this critical nexus</span><span style="font-weight: 400;">. </span><span style="font-weight: 400;">Drawing upon contemporary </span><span style="font-weight: 400;">leadership </span><span style="font-weight: 400;">theories</span><span style="font-weight: 400;">, strategic management paradigms</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">and empirical </span><span style="font-weight: 400;">findings, </span><span style="font-weight: 400;">the paper unpacks </span><span style="font-weight: 400;">how </span><span style="font-weight: 400;">strategic leaders </span><span style="font-weight: 400;">influence vision articulation</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">resource </span><span style="font-weight: 400;">allocation</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">innovation</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">and </span><span style="font-weight: 400;">culture building ultimately shaping performance </span><span style="font-weight: 400;">outcomes</span><span style="font-weight: 400;">. </span><span style="font-weight: 400;">The review </span><span style="font-weight: 400;">identifies key dimensions of strategic </span><span style="font-weight: 400;">leadership</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">including transformational </span><span style="font-weight: 400;">behavior</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">adaptive capacity</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">strategic </span><span style="font-weight: 400;">thinking, and </span><span style="font-weight: 400;">ethical governance</span><span style="font-weight: 400;">. </span><span style="font-weight: 400;">It </span><span style="font-weight: 400;">also discusses the mediating </span><span style="font-weight: 400;">and moderating </span><span style="font-weight: 400;">roles </span><span style="font-weight: 400;">of organizational learning</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">employee engagement</span><span style="font-weight: 400;">, and environmental </span><span style="font-weight: 400;">dynamism </span><span style="font-weight: 400;">in </span><span style="font-weight: 400;">this </span><span style="font-weight: 400;">relationship</span><span style="font-weight: 400;">. </span><span style="font-weight: 400;">By synthesizing </span><span style="font-weight: 400;">insights </span><span style="font-weight: 400;">from both Western </span><span style="font-weight: 400;">and Indian </span><span style="font-weight: 400;">leadership literature</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">this </span><span style="font-weight: 400;">study provides a culturally </span><span style="font-weight: 400;">inclusive </span><span style="font-weight: 400;">perspective on leadership </span><span style="font-weight: 400;">effectiveness</span><span style="font-weight: 400;">. </span><span style="font-weight: 400;">The </span><span style="font-weight: 400;">paper </span><span style="font-weight: 400;">concludes with implications </span><span style="font-weight: 400;">for theory</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">practice</span><span style="font-weight: 400;">, and </span><span style="font-weight: 400;">future </span><span style="font-weight: 400;">research, </span><span style="font-weight: 400;">encouraging </span><span style="font-weight: 400;">scholars to examine </span><span style="font-weight: 400;">sectoral </span><span style="font-weight: 400;">and </span><span style="font-weight: 400;">contextual contingencies </span><span style="font-weight: 400;">that shape the </span><span style="font-weight: 400;">strategic </span><span style="font-weight: 400;">leadership</span><span style="font-weight: 400;">-</span><span style="font-weight: 400;">performance link. This </span><span style="font-weight: 400;">review </span><span style="font-weight: 400;">contributes to advancing a holistic understanding of how </span><span style="font-weight: 400;">strategic </span><span style="font-weight: 400;">leadership </span><span style="font-weight: 400;">can </span><span style="font-weight: 400;">be </span><span style="font-weight: 400;">leveraged </span><span style="font-weight: 400;">to </span><span style="font-weight: 400;">drive sustainable performance in diverse organizational settings</span><span style="font-weight: 400;">. </span></p>
Naveen Virmani
Copyright (c) 2025 Journal of IMS Group
2025-10-16
2025-10-16
21 1
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THE RISE OF HYPERLOCAL MARKETING
https://journal.ims-ghaziabad.ac.in/index.php/journal-ims-group/article/view/73
<p><span style="font-weight: 400;">In </span><span style="font-weight: 400;">the last five years</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">studies on </span><span style="font-weight: 400;">Hyperlocal Marketing </span><span style="font-weight: 400;">(HLM</span><span style="font-weight: 400;">) </span><span style="font-weight: 400;">in </span><span style="font-weight: 400;">India have increased </span><span style="font-weight: 400;">by 65%</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">indicating </span><span style="font-weight: 400;">that </span><span style="font-weight: 400;">increasing </span><span style="font-weight: 400;">numbers </span><span style="font-weight: 400;">of people </span><span style="font-weight: 400;">in </span><span style="font-weight: 400;">academics and trade </span><span style="font-weight: 400;">are becoming </span><span style="font-weight: 400;">interested </span><span style="font-weight: 400;">in it (Aditya 2025)</span><span style="font-weight: 400;">. </span><span style="font-weight: 400;">Initiatives such </span><span style="font-weight: 400;">as Honourable Prime Minister Modi by saying "Vocal </span><span style="font-weight: 400;">for </span><span style="font-weight: 400;">Local" for promoting </span><span style="font-weight: 400;">local </span><span style="font-weight: 400;">products </span><span style="font-weight: 400;">and </span><span style="font-weight: 400;">services</span><span style="font-weight: 400;">. </span><span style="font-weight: 400;">HLM </span><span style="font-weight: 400;">has now </span><span style="font-weight: 400;">emerged </span><span style="font-weight: 400;">as a </span><span style="font-weight: 400;">significant </span><span style="font-weight: 400;">means </span><span style="font-weight: 400;">by which </span><span style="font-weight: 400;">businesses can target </span><span style="font-weight: 400;">customers </span><span style="font-weight: 400;">through </span><span style="font-weight: 400;">extremely specific location and behaviour </span><span style="font-weight: 400;">data</span><span style="font-weight: 400;">. </span></p> <p><span style="font-weight: 400;">The </span><span style="font-weight: 400;">aim </span><span style="font-weight: 400;">of this research </span><span style="font-weight: 400;">is to </span><span style="font-weight: 400;">examine the development and </span><span style="font-weight: 400;">transformation </span><span style="font-weight: 400;">of research </span><span style="font-weight: 400;">in Hyperlocal </span><span style="font-weight: 400;">Marketing </span><span style="font-weight: 400;">(HLM) in </span><span style="font-weight: 400;">India</span><span style="font-weight: 400;">. </span><span style="font-weight: 400;">It identifies earlier trends</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">current advancements at digital fronts</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">and </span><span style="font-weight: 400;">potential </span><span style="font-weight: 400;">future research </span><span style="font-weight: 400;">themes in this </span><span style="font-weight: 400;">field</span><span style="font-weight: 400;">. </span></p> <p><span style="font-weight: 400;">This research employs </span><span style="font-weight: 400;">unique </span><span style="font-weight: 400;">instruments </span><span style="font-weight: 400;">to </span><span style="font-weight: 400;">examine research </span><span style="font-weight: 400;">articles on </span><span style="font-weight: 400;">Hyperlocal Marketing </span><span style="font-weight: 400;">(HLM) </span><span style="font-weight: 400;">that appeared </span><span style="font-weight: 400;">between 2020 to 2025</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">and more </span><span style="font-weight: 400;">importantly</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">work </span><span style="font-weight: 400;">that has been conducted </span><span style="font-weight: 400;">in </span><span style="font-weight: 400;">India. </span><span style="font-weight: 400;">It </span><span style="font-weight: 400;">examines the frequency of papers </span><span style="font-weight: 400;">appearing</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">the </span><span style="font-weight: 400;">frequency of citations</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">what institutions were involved</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">how authors </span><span style="font-weight: 400;">collaborated with </span><span style="font-weight: 400;">each other</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">and what keywords were </span><span style="font-weight: 400;">most </span><span style="font-weight: 400;">frequently </span><span style="font-weight: 400;">used</span><span style="font-weight: 400;">. </span><span style="font-weight: 400;">Data were obtained from</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">Research gate</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">Springer</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">Google Scholar, </span><span style="font-weight: 400;">and </span><span style="font-weight: 400;">Scopus</span><span style="font-weight: 400;">. </span></p> <p><span style="font-weight: 400;">The </span><span style="font-weight: 400;">research indicates </span><span style="font-weight: 400;">that studies on Hyperlocal </span><span style="font-weight: 400;">Marketing increased </span><span style="font-weight: 400;">significantly post- 2020. This increase is attributed to </span><span style="font-weight: 400;">improved digital </span><span style="font-weight: 400;">infrastructure and increased online </span><span style="font-weight: 400;">shopping </span><span style="font-weight: 400;">in tier-</span><span style="font-weight: 400;">2 </span><span style="font-weight: 400;">and </span><span style="font-weight: 400;">tier-</span><span style="font-weight: 400;">3 </span><span style="font-weight: 400;">Indian </span><span style="font-weight: 400;">cities</span><span style="font-weight: 400;">. </span><span style="font-weight: 400;">The </span><span style="font-weight: 400;">research </span><span style="font-weight: 400;">topics are trending </span><span style="font-weight: 400;">towards </span><span style="font-weight: 400;">more local content</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">geo-fencing</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">and digital</span><span style="font-weight: 400;">-centric strategies</span><span style="font-weight: 400;">. </span><span style="font-weight: 400;">Scopus identified </span><span style="font-weight: 400;">the </span><span style="font-weight: 400;">leading </span><span style="font-weight: 400;">researchers </span><span style="font-weight: 400;">in </span><span style="font-weight: 400;">this </span><span style="font-weight: 400;">area</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">whereas </span><span style="font-weight: 400;">Springer </span><span style="font-weight: 400;">and Google Scholar indicated emerging research </span><span style="font-weight: 400;">groups </span><span style="font-weight: 400;">and </span><span style="font-weight: 400;">how </span><span style="font-weight: 400;">various topics </span><span style="font-weight: 400;">are </span><span style="font-weight: 400;">being </span><span style="font-weight: 400;">merged in HLM </span></p> <p><span style="font-weight: 400;">research</span><span style="font-weight: 400;">. </span></p> <p><span style="font-weight: 400;">The results point </span><span style="font-weight: 400;">out </span><span style="font-weight: 400;">that </span><span style="font-weight: 400;">hyperlocal marketing </span><span style="font-weight: 400;">practices can facilitate the growth of businesses </span><span style="font-weight: 400;">as well as </span><span style="font-weight: 400;">the </span><span style="font-weight: 400;">local </span><span style="font-weight: 400;">economy </span><span style="font-weight: 400;">and self-</span><span style="font-weight: 400;">sufficiency</span><span style="font-weight: 400;">. </span><span style="font-weight: 400;">These findings can </span><span style="font-weight: 400;">be </span><span style="font-weight: 400;">beneficial to marketers</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">policymakers</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">and </span><span style="font-weight: 400;">small business </span><span style="font-weight: 400;">owners in developing more targeted </span><span style="font-weight: 400;">and </span><span style="font-weight: 400;">culturally </span><span style="font-weight: 400;">suitable </span><span style="font-weight: 400;">marketing strategies</span><span style="font-weight: 400;">. </span></p> <p><span style="font-weight: 400;">This </span><span style="font-weight: 400;">research considers only data </span><span style="font-weight: 400;">from </span><span style="font-weight: 400;">some specific research databases </span><span style="font-weight: 400;">and </span><span style="font-weight: 400;">is primarily concerned </span><span style="font-weight: 400;">with </span><span style="font-weight: 400;">India studies</span><span style="font-weight: 400;">. It </span><span style="font-weight: 400;">does </span><span style="font-weight: 400;">not </span><span style="font-weight: 400;">provide </span><span style="font-weight: 400;">detailed </span><span style="font-weight: 400;">analysis </span><span style="font-weight: 400;">of </span><span style="font-weight: 400;">marketing outcomes </span><span style="font-weight: 400;">for </span><span style="font-weight: 400;">local businesses</span><span style="font-weight: 400;">. </span></p> <p><span style="font-weight: 400;">This </span><span style="font-weight: 400;">paper </span><span style="font-weight: 400;">is </span><span style="font-weight: 400;">the </span><span style="font-weight: 400;">first to </span><span style="font-weight: 400;">provide a comprehensive synopsis of research </span><span style="font-weight: 400;">directions </span><span style="font-weight: 400;">on Hyperlocal </span><span style="font-weight: 400;">Marketing in </span><span style="font-weight: 400;">India </span><span style="font-weight: 400;">based on bibliometric </span><span style="font-weight: 400;">analysis</span><span style="font-weight: 400;">. It links marketing research with government </span><span style="font-weight: 400;">initiatives such </span><span style="font-weight: 400;">as the "</span><span style="font-weight: 400;">Vocal </span><span style="font-weight: 400;">for </span><span style="font-weight: 400;">Local</span><span style="font-weight: 400;">" </span><span style="font-weight: 400;">campaign </span><span style="font-weight: 400;">and </span><span style="font-weight: 400;">demonstrates how HLM </span><span style="font-weight: 400;">is </span><span style="font-weight: 400;">contributing to framing India's digital growth and </span><span style="font-weight: 400;">local </span><span style="font-weight: 400;">economy</span><span style="font-weight: 400;">. </span></p> <p><span style="font-weight: 400;">In </span><span style="font-weight: 400;">the age of </span><span style="font-weight: 400;">digital </span><span style="font-weight: 400;">transformation</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">businesses and </span><span style="font-weight: 400;">content </span><span style="font-weight: 400;">creators </span><span style="font-weight: 400;">are </span><span style="font-weight: 400;">increasingly </span><span style="font-weight: 400;">turning </span><span style="font-weight: 400;">towards strategies that </span><span style="font-weight: 400;">emphasize </span><span style="font-weight: 400;">relevance</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">proximity</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">and personalization</span><span style="font-weight: 400;">. </span><span style="font-weight: 400;">One such </span><span style="font-weight: 400;">strategy </span><span style="font-weight: 400;">that </span><span style="font-weight: 400;">has </span><span style="font-weight: 400;">witnessed </span><span style="font-weight: 400;">significant global </span><span style="font-weight: 400;">traction is </span><span style="font-weight: 400;">hyperlocal marketing </span><span style="font-weight: 400;">(HLM)</span><span style="font-weight: 400;">. </span><span style="font-weight: 400;">This model focuses on targeting </span><span style="font-weight: 400;">audiences </span><span style="font-weight: 400;">based on </span><span style="font-weight: 400;">their immediate </span><span style="font-weight: 400;">geographic location</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">often within a specific </span><span style="font-weight: 400;">neighborhood</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">city</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">or community</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">and </span><span style="font-weight: 400;">aligns </span><span style="font-weight: 400;">communication to </span><span style="font-weight: 400;">local culture</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">language</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">and real</span><span style="font-weight: 400;">-</span><span style="font-weight: 400;">time needs</span><span style="font-weight: 400;">. </span><span style="font-weight: 400;">With </span><span style="font-weight: 400;">the proliferation of smartphones</span><span style="font-weight: 400;">, location</span><span style="font-weight: 400;">-based </span><span style="font-weight: 400;">services</span><span style="font-weight: 400;">, and digital infrastructure</span><span style="font-weight: 400;">, hyperlocal </span><span style="font-weight: 400;">marketing has become </span><span style="font-weight: 400;">an </span><span style="font-weight: 400;">essential </span><span style="font-weight: 400;">pillar for </span><span style="font-weight: 400;">brands </span></p> <p><span style="font-weight: 400;">seeking to </span><span style="font-weight: 400;">build deeper connections </span><span style="font-weight: 400;">with </span><span style="font-weight: 400;">consumers</span><span style="font-weight: 400;">. </span></p>
Naveen Virmani
Copyright (c) 2025 Journal of IMS Group
2025-10-16
2025-10-16
21 1
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ETHICAL PRACTICES IN AI GENERATED MARKETING CAMPAIGN
https://journal.ims-ghaziabad.ac.in/index.php/journal-ims-group/article/view/71
<p><span style="font-weight: 400;">The proliferation of Artificial Intelligence (AI) in marketing </span><span style="font-weight: 400;">has </span><span style="font-weight: 400;">significantly altered </span><span style="font-weight: 400;">how businesses engage with consumers</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">offering </span><span style="font-weight: 400;">unprecedented opportunities </span><span style="font-weight: 400;">for </span><span style="font-weight: 400;">personalized marketing</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">enhanced targeting</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">and operational </span><span style="font-weight: 400;">efficiency</span><span style="font-weight: 400;">. </span><span style="font-weight: 400;">However</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">the </span><span style="font-weight: 400;">integration </span><span style="font-weight: 400;">of </span><span style="font-weight: 400;">AI- generated (AIG) content into marketing </span><span style="font-weight: 400;">strategies raises </span><span style="font-weight: 400;">critical </span><span style="font-weight: 400;">ethical </span><span style="font-weight: 400;">concerns that warrant rigorous </span><span style="font-weight: 400;">analysis. These concerns </span><span style="font-weight: 400;">primarily revolve </span><span style="font-weight: 400;">around issues of </span><span style="font-weight: 400;">privacy, </span><span style="font-weight: 400;">data security, algorithmic transparency</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">bias, </span><span style="font-weight: 400;">and </span><span style="font-weight: 400;">the responsible use of </span><span style="font-weight: 400;">AI technology</span><span style="font-weight: 400;">. </span><span style="font-weight: 400;">AIG systems typically rely on vast amounts </span><span style="font-weight: 400;">of consumer </span><span style="font-weight: 400;">data</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">leading to </span><span style="font-weight: 400;">heightened </span><span style="font-weight: 400;">concerns </span><span style="font-weight: 400;">regarding the ethical </span><span style="font-weight: 400;">collection, storage</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">and </span><span style="font-weight: 400;">use of personal </span><span style="font-weight: 400;">information. To </span><span style="font-weight: 400;">mitigate risks</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">it is </span><span style="font-weight: 400;">essential </span><span style="font-weight: 400;">that Al-driven </span><span style="font-weight: 400;">marketing </span><span style="font-weight: 400;">platforms adopt </span><span style="font-weight: 400;">strict </span><span style="font-weight: 400;">privacy </span><span style="font-weight: 400;">protocols</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">secure </span><span style="font-weight: 400;">data storage mechanisms</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">and transparent consent processes, ensuring that consumers are </span><span style="font-weight: 400;">fully aware of how their data is being utilized</span><span style="font-weight: 400;">. </span><span style="font-weight: 400;">Additionally</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">AI </span><span style="font-weight: 400;">models </span><span style="font-weight: 400;">often operate </span><span style="font-weight: 400;">as "</span><span style="font-weight: 400;">black boxes</span><span style="font-weight: 400;">,</span><span style="font-weight: 400;">" making it </span><span style="font-weight: 400;">difficult </span><span style="font-weight: 400;">for consumers </span><span style="font-weight: 400;">and </span><span style="font-weight: 400;">even marketers to </span><span style="font-weight: 400;">understand </span><span style="font-weight: 400;">how decisions are being </span><span style="font-weight: 400;">made. </span><span style="font-weight: 400;">This </span><span style="font-weight: 400;">opacity raises </span><span style="font-weight: 400;">questions </span><span style="font-weight: 400;">about </span><span style="font-weight: 400;">the accountability </span><span style="font-weight: 400;">of </span><span style="font-weight: 400;">AIG systems</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">as well as </span><span style="font-weight: 400;">the potential for perpetuating </span><span style="font-weight: 400;">algorithmic bias</span><span style="font-weight: 400;">. </span><span style="font-weight: 400;">Given that </span><span style="font-weight: 400;">AI </span><span style="font-weight: 400;">systems </span><span style="font-weight: 400;">can </span><span style="font-weight: 400;">unintentionally reproduce societal inequalities or </span><span style="font-weight: 400;">exclude </span><span style="font-weight: 400;">marginalized </span><span style="font-weight: 400;">groups</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">ensuring </span><span style="font-weight: 400;">fairness </span><span style="font-weight: 400;">in algorithmic </span><span style="font-weight: 400;">design </span><span style="font-weight: 400;">is paramount</span><span style="font-weight: 400;">. </span><span style="font-weight: 400;">Ethical </span><span style="font-weight: 400;">guidelines </span><span style="font-weight: 400;">in AI marketing should therefore include comprehensive strategies </span><span style="font-weight: 400;">for bias </span><span style="font-weight: 400;">detection </span><span style="font-weight: 400;">and </span><span style="font-weight: 400;">correction</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">alongside regular auditing processes to </span><span style="font-weight: 400;">ensure </span><span style="font-weight: 400;">that </span><span style="font-weight: 400;">AIG campaigns </span><span style="font-weight: 400;">are </span><span style="font-weight: 400;">both inclusive and non-discriminatory. Furthermore, AIG marketing </span><span style="font-weight: 400;">systems must be designed to </span><span style="font-weight: 400;">protect </span><span style="font-weight: 400;">consumer autonomy</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">avoiding manipulative tactics </span><span style="font-weight: 400;">or </span><span style="font-weight: 400;">overstepping </span><span style="font-weight: 400;">ethical </span><span style="font-weight: 400;">boundaries in consumer behaviour </span><span style="font-weight: 400;">targeting. </span><span style="font-weight: 400;">This paper </span><span style="font-weight: 400;">reviews </span><span style="font-weight: 400;">existing </span><span style="font-weight: 400;">ethical frameworks and explores the need </span><span style="font-weight: 400;">for industry- wide </span><span style="font-weight: 400;">standards to regulate the responsible use </span><span style="font-weight: 400;">of AI </span><span style="font-weight: 400;">in </span><span style="font-weight: 400;">marketing</span><span style="font-weight: 400;">. </span><span style="font-weight: 400;">By </span><span style="font-weight: 400;">adopting a structured</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">ethical </span><span style="font-weight: 400;">approach </span><span style="font-weight: 400;">to AI implementation</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">businesses can balance </span><span style="font-weight: 400;">innovation </span><span style="font-weight: 400;">with consumer </span><span style="font-weight: 400;">rights protection</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">fostering </span><span style="font-weight: 400;">trust</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">transparency</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">and </span><span style="font-weight: 400;">long</span><span style="font-weight: 400;">-term engagement</span><span style="font-weight: 400;">. </span></p>
Naveen Virmani
Copyright (c) 2025 Journal of IMS Group
2025-10-16
2025-10-16
21 1
-
From the Desk of the Editor-in-C From the Desk of the Editor-in-Chief
https://journal.ims-ghaziabad.ac.in/index.php/journal-ims-group/article/view/69
<p><strong>Journal of IMS Group </strong></p> <p><strong>From the Desk of the Editor-in-Chief </strong></p> <p><strong><em>"Charting the Frontier: Research Opportunities in the Age of AGI and changing geopolitics</em></strong><strong>" </strong></p> <p><span style="font-weight: 400;">Welcome to the </span><span style="font-weight: 400;">special issue of </span><span style="font-weight: 400;">the </span><span style="font-weight: 400;">Journal of IMS </span><span style="font-weight: 400;">Group</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">where we </span><span style="font-weight: 400;">embark on </span><span style="font-weight: 400;">a journey to </span><span style="font-weight: 400;">explore the </span><span style="font-weight: 400;">relevance </span><span style="font-weight: 400;">of </span><span style="font-weight: 400;">research and development in </span><span style="font-weight: 400;">the </span><span style="font-weight: 400;">areas of Artificial </span><span style="font-weight: 400;">intelligence </span><span style="font-weight: 400;">amidst geopolitical tensions</span><span style="font-weight: 400;">. </span><span style="font-weight: 400;">It is my privilege to elucidate the contemporary state-of-the-art and delineate the key emergent opportunities within the </span><span style="font-weight: 400;">evolving research landscape </span></p> <p><span style="font-weight: 400;">As </span><span style="font-weight: 400;">the </span><span style="font-weight: 400;">digital frontier </span><span style="font-weight: 400;">expands</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">the </span><span style="font-weight: 400;">emergence of </span><span style="font-weight: 400;">Artificial General </span><span style="font-weight: 400;">Intelligence </span><span style="font-weight: 400;">(</span><span style="font-weight: 400;">AGI) is no longer a speculative whisper </span><span style="font-weight: 400;">of science </span><span style="font-weight: 400;">fiction—it is an accelerating reality redefining the contours </span><span style="font-weight: 400;">of </span><span style="font-weight: 400;">human capability, national power</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">and </span><span style="font-weight: 400;">global </span><span style="font-weight: 400;">commerce</span><span style="font-weight: 400;">. </span><span style="font-weight: 400;">This </span><span style="font-weight: 400;">special issue delves </span><span style="font-weight: 400;">into </span><span style="font-weight: 400;">the </span><span style="font-weight: 400;">complex nexus between </span><span style="font-weight: 400;">AGI</span><span style="font-weight: 400;">, geopolitical </span><span style="font-weight: 400;">dynamics</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">and the </span><span style="font-weight: 400;">imperatives of </span><span style="font-weight: 400;">sustainable innovation </span><span style="font-weight: 400;">in the business world</span><span style="font-weight: 400;">. </span></p> <p><span style="font-weight: 400;">AGI</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">with its ability to perform any intellectual task that a human can</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">promises </span><span style="font-weight: 400;">transformative </span><span style="font-weight: 400;">breakthroughs. Yet, its </span><span style="font-weight: 400;">very power raises </span><span style="font-weight: 400;">deep questions: Who controls </span><span style="font-weight: 400;">these </span><span style="font-weight: 400;">capabilities? </span><span style="font-weight: 400;">How </span><span style="font-weight: 400;">will nations </span><span style="font-weight: 400;">harness or </span><span style="font-weight: 400;">regulate—AGI to gain strategic </span><span style="font-weight: 400;">advantage</span><span style="font-weight: 400;">? </span><span style="font-weight: 400;">And </span><span style="font-weight: 400;">how do we ensure </span><span style="font-weight: 400;">that innovation </span><span style="font-weight: 400;">driven </span><span style="font-weight: 400;">by AGI </span><span style="font-weight: 400;">remains ethically grounded </span><span style="font-weight: 400;">and </span><span style="font-weight: 400;">ecologically sustainable? </span></p> <p><span style="font-weight: 400;">Geopolitical competition is already being reshaped by </span><span style="font-weight: 400;">AI </span><span style="font-weight: 400;">supremacy</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">with countries vying for technological </span><span style="font-weight: 400;">leadership as </span><span style="font-weight: 400;">a </span><span style="font-weight: 400;">marker of sovereign strength. AGI </span><span style="font-weight: 400;">heightens </span><span style="font-weight: 400;">this </span><span style="font-weight: 400;">competition, </span><span style="font-weight: 400;">potentially </span><span style="font-weight: 400;">redrawing </span><span style="font-weight: 400;">alliances, </span><span style="font-weight: 400;">redefining economic </span><span style="font-weight: 400;">dependencies</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">and </span><span style="font-weight: 400;">challenging global </span><span style="font-weight: 400;">governance norms</span><span style="font-weight: 400;">. </span><span style="font-weight: 400;">At the same </span><span style="font-weight: 400;">time</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">businesses </span><span style="font-weight: 400;">are navigating this new </span><span style="font-weight: 400;">landscape</span><span style="font-weight: 400;">, where innovation cycles are </span><span style="font-weight: 400;">shorter</span><span style="font-weight: 400;">, risks more profound, </span><span style="font-weight: 400;">and sustainability concerns </span><span style="font-weight: 400;">more urgent </span><span style="font-weight: 400;">than ever</span><span style="font-weight: 400;">. </span></p> <p><span style="font-weight: 400;">This issue brings </span><span style="font-weight: 400;">together scholars</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">policy analysts</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">technologists</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">and </span><span style="font-weight: 400;">business leaders </span><span style="font-weight: 400;">who grapple with </span><span style="font-weight: 400;">these intersecting </span><span style="font-weight: 400;">challenges</span><span style="font-weight: 400;">. </span><span style="font-weight: 400;">From </span><span style="font-weight: 400;">analyses </span><span style="font-weight: 400;">of AGI's strategic implications for </span><span style="font-weight: 400;">international </span><span style="font-weight: 400;">diplomacy</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">to </span><span style="font-weight: 400;">case studies </span><span style="font-weight: 400;">exploring how </span><span style="font-weight: 400;">companies are </span><span style="font-weight: 400;">embedding AGI </span><span style="font-weight: 400;">responsibly into </span><span style="font-weight: 400;">supply chains, product </span><span style="font-weight: 400;">design, </span><span style="font-weight: 400;">and corporate governance</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">the articles in </span><span style="font-weight: 400;">this </span><span style="font-weight: 400;">volume offer both critical reflection and actionable insight</span><span style="font-weight: 400;">. </span></p> <p><span style="font-weight: 400;">As we </span><span style="font-weight: 400;">stand </span><span style="font-weight: 400;">at the </span><span style="font-weight: 400;">threshold </span><span style="font-weight: 400;">of a post-industrial, intelligence-driven era, we must </span><span style="font-weight: 400;">ask </span><span style="font-weight: 400;">not just what AGI </span><span style="font-weight: 400;">can </span><span style="font-weight: 400;">do</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">but what </span><span style="font-weight: 400;">it should do</span><span style="font-weight: 400;">—and for whom</span><span style="font-weight: 400;">. </span><span style="font-weight: 400;">It is our </span><span style="font-weight: 400;">hope </span><span style="font-weight: 400;">that the contributions in </span><span style="font-weight: 400;">this </span><span style="font-weight: 400;">issue inspire robust dialogue</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">foster interdisciplinary collaboration</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">and </span><span style="font-weight: 400;">ultimately shape </span><span style="font-weight: 400;">pathways for a future where intelligence and innovation serve sustainable human </span><span style="font-weight: 400;">progress</span><span style="font-weight: 400;">. </span><span style="font-weight: 400;">The </span><span style="font-weight: 400;">Journal of </span><span style="font-weight: 400;">IMS Group remains committed to providing a platform for scholars</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">researchers</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">practitioners</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">academicians and innovators </span><span style="font-weight: 400;">to </span><span style="font-weight: 400;">showcase their </span><span style="font-weight: 400;">work </span><span style="font-weight: 400;">at the </span><span style="font-weight: 400;">intersection of </span><span style="font-weight: 400;">these </span><span style="font-weight: 400;">transformative </span><span style="font-weight: 400;">technologies </span><span style="font-weight: 400;">and </span><span style="font-weight: 400;">research. </span></p> <p><span style="font-weight: 400;">Thank you for </span><span style="font-weight: 400;">your </span><span style="font-weight: 400;">continued </span><span style="font-weight: 400;">support</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">and together</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">let's shape the future through research</span><span style="font-weight: 400;">. </span></p> <p><strong>Vol: 22</strong><strong>, </strong><strong>No. 1</strong><strong>, </strong><strong>Jan-Jun</strong><strong>, </strong><strong>2025 </strong></p> <p><span style="font-weight: 400;">Warm </span><span style="font-weight: 400;">regards, </span></p> <p><strong>Dr. Prasoon M. Tripathi </strong><span style="font-weight: 400;">Editor-in-Chief</span><span style="font-weight: 400;">, Journal of </span><span style="font-weight: 400;">IMS Group </span></p> <p><strong>ISSN No. 0973-824X </strong></p> <p><strong>Journal of IMS Group </strong></p> <p><strong>Editorial </strong></p> <p><strong>Editorial: Navigating Innovation Through Research </strong><span style="font-weight: 400;">– </span><strong>IMS Journal</strong><strong>, </strong><strong>Vol</strong><strong>. </strong><strong>22</strong><strong>, </strong><strong>Issue </strong><strong>1 </strong></p> <p><strong>(Dec 2024-June 2025) </strong></p> <p><span style="font-weight: 400;">The Journal </span><span style="font-weight: 400;">of </span><span style="font-weight: 400;">IMS Group proudly presents its Volume </span><span style="font-weight: 400;">22</span><span style="font-weight: 400;">, Issue </span><span style="font-weight: 400;">1 for </span><span style="font-weight: 400;">the Dec </span><span style="font-weight: 400;">2024</span><span style="font-weight: 400;">-</span><span style="font-weight: 400;">June </span><span style="font-weight: 400;">2025 </span><span style="font-weight: 400;">period. </span><span style="font-weight: 400;">This edition features ten </span><span style="font-weight: 400;">meticulously </span><span style="font-weight: 400;">reviewed </span><span style="font-weight: 400;">research articles that reflect the vibrant academic spirit of </span><span style="font-weight: 400;">interdisciplinary </span><span style="font-weight: 400;">management studies and contemporary technological advances. </span><span style="font-weight: 400;">With </span><span style="font-weight: 400;">an increasing emphasis </span><span style="font-weight: 400;">on AI, </span><span style="font-weight: 400;">digital transformation</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">sustainability</span><span style="font-weight: 400;">, and innovation-led ecosystems, this </span><span style="font-weight: 400;">issue </span><span style="font-weight: 400;">brings </span><span style="font-weight: 400;">together rich empirical </span><span style="font-weight: 400;">and </span><span style="font-weight: 400;">conceptual insights from scholars and practitioners </span><span style="font-weight: 400;">alike </span></p> <p><span style="font-weight: 400;">The first </span><span style="font-weight: 400;">paper </span><span style="font-weight: 400;">by </span><strong>Dr. Priyanka </strong><strong>Pradhan and team </strong><span style="font-weight: 400;">explores the </span><span style="font-weight: 400;">evolving </span><span style="font-weight: 400;">domain of </span><span style="font-weight: 400;">Hyperlocal </span><span style="font-weight: 400;">Marketing </span><span style="font-weight: 400;">in </span><span style="font-weight: 400;">India </span><span style="font-weight: 400;">through a bibliometric </span><span style="font-weight: 400;">analysis. Anchored </span><span style="font-weight: 400;">in </span><span style="font-weight: 400;">the </span><span style="font-weight: 400;">"</span><span style="font-weight: 400;">Vocal for </span><span style="font-weight: 400;">Local</span><span style="font-weight: 400;">" </span><span style="font-weight: 400;">initiative</span><span style="font-weight: 400;">, the study examines research trends from </span><span style="font-weight: 400;">2020-2025, identifying key </span><span style="font-weight: 400;">institutions</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">themes</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">and collaborations in the domain</span><span style="font-weight: 400;">. </span><span style="font-weight: 400;">Their findings </span><span style="font-weight: 400;">underscore the increasing </span><span style="font-weight: 400;">relevance </span><span style="font-weight: 400;">of </span><span style="font-weight: 400;">geo</span><span style="font-weight: 400;">-targeted </span><span style="font-weight: 400;">strategies</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">vernacular </span><span style="font-weight: 400;">engagement</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">and </span><span style="font-weight: 400;">digital microtargeting for small </span><span style="font-weight: 400;">businesses and marketers </span><span style="font-weight: 400;">in Tier </span><span style="font-weight: 400;">2 </span><span style="font-weight: 400;">and Tier 3 cities</span><span style="font-weight: 400;">. </span></p> <p><span style="font-weight: 400;">In the second article</span><span style="font-weight: 400;">, </span><strong>Dr. Garima Nidhi </strong><span style="font-weight: 400;">investigates </span><span style="font-weight: 400;">the </span><span style="font-weight: 400;">adoption of Artificial </span><span style="font-weight: 400;">Intelligence </span><span style="font-weight: 400;">in the Banking </span><span style="font-weight: 400;">Sector </span><span style="font-weight: 400;">using TAM (Technology Acceptance </span><span style="font-weight: 400;">Model</span><span style="font-weight: 400;">)</span><span style="font-weight: 400;">. </span><span style="font-weight: 400;">Her empirical </span><span style="font-weight: 400;">study </span><span style="font-weight: 400;">across public and private banks </span><span style="font-weight: 400;">in North </span><span style="font-weight: 400;">India </span><span style="font-weight: 400;">highlights </span><span style="font-weight: 400;">trust</span><span style="font-weight: 400;">, interactivity, and </span><span style="font-weight: 400;">customization as </span><span style="font-weight: 400;">pivotal </span><span style="font-weight: 400;">factors </span><span style="font-weight: 400;">driving AI adoption in banking services</span><span style="font-weight: 400;">. </span><span style="font-weight: 400;">The </span><span style="font-weight: 400;">paper </span><span style="font-weight: 400;">also </span><span style="font-weight: 400;">discusses the </span><span style="font-weight: 400;">role of AI in enhancing customer experience while </span><span style="font-weight: 400;">noting the </span><span style="font-weight: 400;">infrastructural and </span><span style="font-weight: 400;">human-</span><span style="font-weight: 400;">centered challenges </span><span style="font-weight: 400;">in </span><span style="font-weight: 400;">emerging </span><span style="font-weight: 400;">economies</span><span style="font-weight: 400;">. </span></p> <p><strong>Dr. Piali Haldar and Dev Kumar Mandal, </strong><span style="font-weight: 400;">in the </span><span style="font-weight: 400;">third paper</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">delve into AI-powered Branding and Customer Engagement</span><span style="font-weight: 400;">. </span><span style="font-weight: 400;">Their quantitative study reveals </span><span style="font-weight: 400;">the </span><span style="font-weight: 400;">mediating role of trust </span><span style="font-weight: 400;">and </span><span style="font-weight: 400;">moderating influence </span><span style="font-weight: 400;">of </span><span style="font-weight: 400;">personalization </span><span style="font-weight: 400;">in the </span><span style="font-weight: 400;">relationship between AI-based </span><span style="font-weight: 400;">branding </span><span style="font-weight: 400;">and </span><span style="font-weight: 400;">customer loyalty</span><span style="font-weight: 400;">. </span><span style="font-weight: 400;">Their </span><span style="font-weight: 400;">work </span><span style="font-weight: 400;">offers </span><span style="font-weight: 400;">valuable managerial </span><span style="font-weight: 400;">implications </span><span style="font-weight: 400;">for businesses </span><span style="font-weight: 400;">adopting AI to </span><span style="font-weight: 400;">craft immersive </span><span style="font-weight: 400;">brand </span><span style="font-weight: 400;">experiences </span></p> <p><span style="font-weight: 400;">A </span><span style="font-weight: 400;">crucial ethical dimension </span><span style="font-weight: 400;">is </span><span style="font-weight: 400;">addressed </span><span style="font-weight: 400;">in </span><span style="font-weight: 400;">the </span><span style="font-weight: 400;">fourth </span><span style="font-weight: 400;">paper </span><span style="font-weight: 400;">by </span><strong>Prachi, </strong><span style="font-weight: 400;">who examines Ethical Practices </span><span style="font-weight: 400;">in </span><span style="font-weight: 400;">AI-Generated Marketing Campaigns. </span><span style="font-weight: 400;">With concerns around data privacy, algorithmic </span><span style="font-weight: 400;">transparency</span><span style="font-weight: 400;">, and consumer </span><span style="font-weight: 400;">manipulation</span><span style="font-weight: 400;">, this study provides a </span><span style="font-weight: 400;">comprehensive ethical </span><span style="font-weight: 400;">framework for </span><span style="font-weight: 400;">responsible </span><span style="font-weight: 400;">AI </span><span style="font-weight: 400;">marketing practices and emphasizes the </span><span style="font-weight: 400;">importance of </span><span style="font-weight: 400;">inclusive</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">transparent</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">and bias</span><span style="font-weight: 400;">-free </span><span style="font-weight: 400;">algorithm design. </span></p> <p><strong>Dr. C. Balakrishnan, </strong><span style="font-weight: 400;">in </span><span style="font-weight: 400;">the </span><span style="font-weight: 400;">fifth </span><span style="font-weight: 400;">paper, presents a forward</span><span style="font-weight: 400;">-</span><span style="font-weight: 400;">looking perspective on </span><span style="font-weight: 400;">how Artificial </span><span style="font-weight: 400;">General Intelligence </span><span style="font-weight: 400;">(</span><span style="font-weight: 400;">AGI</span><span style="font-weight: 400;">) </span><span style="font-weight: 400;">can </span><span style="font-weight: 400;">enhance Entrepreneurial </span><span style="font-weight: 400;">Ecosystems. Drawing </span><span style="font-weight: 400;">from </span><span style="font-weight: 400;">institutional </span><span style="font-weight: 400;">theory </span><span style="font-weight: 400;">and sustainability </span><span style="font-weight: 400;">frameworks, </span><span style="font-weight: 400;">the paper identifies how </span><span style="font-weight: 400;">AGI </span><span style="font-weight: 400;">supports talent matching</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">market </span><span style="font-weight: 400;">scanning</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">and stakeholder </span><span style="font-weight: 400;">networking</span><span style="font-weight: 400;">, thereby fostering regional innovation capacity. </span></p> <p><span style="font-weight: 400;">The </span><span style="font-weight: 400;">sixth contribution by </span><strong>Afsar </strong><strong>Ali and colleagues </strong><span style="font-weight: 400;">is </span><span style="font-weight: 400;">a conceptual </span><span style="font-weight: 400;">review </span><span style="font-weight: 400;">titled </span><span style="font-weight: 400;">Unpacking </span><span style="font-weight: 400;">the Strategic </span><span style="font-weight: 400;">Leadership-</span><span style="font-weight: 400;">Performance </span><span style="font-weight: 400;">Nexus</span><span style="font-weight: 400;">. </span><span style="font-weight: 400;">It offers a multidimensional framework linking strategic leadership traits </span><span style="font-weight: 400;">such </span><span style="font-weight: 400;">as vision articulation and ethical </span><span style="font-weight: 400;">governance </span><span style="font-weight: 400;">with organizational performance</span><span style="font-weight: 400;">. </span><span style="font-weight: 400;">This </span><span style="font-weight: 400;">synthesis bridges Western and Indian </span><span style="font-weight: 400;">leadership </span><span style="font-weight: 400;">paradigms</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">encouraging </span><span style="font-weight: 400;">scholars </span><span style="font-weight: 400;">to </span><span style="font-weight: 400;">study contextualized </span><span style="font-weight: 400;">leadership </span><span style="font-weight: 400;">effectiveness</span><span style="font-weight: 400;">. </span></p> <p><strong>Anita Rani and her team, </strong><span style="font-weight: 400;">in </span><span style="font-weight: 400;">the seventh </span><span style="font-weight: 400;">article</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">present </span><span style="font-weight: 400;">a </span><span style="font-weight: 400;">comprehensive review </span><span style="font-weight: 400;">on the </span><span style="font-weight: 400;">Synergistic Impact of AI on Digital </span><span style="font-weight: 400;">Marketing</span><span style="font-weight: 400;">. </span><span style="font-weight: 400;">Their paper </span><span style="font-weight: 400;">outlines how AI </span><span style="font-weight: 400;">supports </span><span style="font-weight: 400;">personalization</span><span style="font-weight: 400;">, content automation, </span><span style="font-weight: 400;">predictive analytics</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">and sustainable marketing</span><span style="font-weight: 400;">. By </span><span style="font-weight: 400;">also proposing future research directions</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">the paper serves as a useful roadmap for scholars </span><span style="font-weight: 400;">in </span><span style="font-weight: 400;">marketing and </span><span style="font-weight: 400;">technology </span><span style="font-weight: 400;">domains. </span></p> <p><span style="font-weight: 400;">In </span><span style="font-weight: 400;">the eighth paper, </span><span style="font-weight: 400;">Arun George Joseph </span><span style="font-weight: 400;">explores the Influence </span><span style="font-weight: 400;">of </span><span style="font-weight: 400;">AI on Impulse </span><span style="font-weight: 400;">Buying Behavior</span><span style="font-weight: 400;">. Using qualitative </span><span style="font-weight: 400;">methods</span><span style="font-weight: 400;">, the </span><span style="font-weight: 400;">study highlights how AI</span><span style="font-weight: 400;">-</span><span style="font-weight: 400;">powered features such as chatbots </span><span style="font-weight: 400;">and dynamic </span><span style="font-weight: 400;">pricing-</span><span style="font-weight: 400;">trigger spontaneous purchase </span><span style="font-weight: 400;">decisions by aligning with </span><span style="font-weight: 400;">consumers' emotional states</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">suggesting new marketing strategies and ethical considerations. </span></p> <p><span style="font-weight: 400;">In </span><span style="font-weight: 400;">the </span><span style="font-weight: 400;">ninth </span><span style="font-weight: 400;">paper</span><span style="font-weight: 400;">, </span><strong>Vivek Kumar Gupta and </strong><strong>team </strong><span style="font-weight: 400;">propose </span><span style="font-weight: 400;">a blockchain</span><span style="font-weight: 400;">-</span><span style="font-weight: 400;">based </span><span style="font-weight: 400;">solution for Enhancing </span><span style="font-weight: 400;">Certificate Validation</span><span style="font-weight: 400;">. </span><span style="font-weight: 400;">Their system tackles the issue of </span><span style="font-weight: 400;">academic fraud using immutable</span><span style="font-weight: 400;">, decentralized validation techniques. </span><span style="font-weight: 400;">This </span><span style="font-weight: 400;">practical application of </span><span style="font-weight: 400;">blockchain </span><span style="font-weight: 400;">reinforces the journal's </span><span style="font-weight: 400;">commitment to </span><span style="font-weight: 400;">showcasing research that addresses real</span><span style="font-weight: 400;">-world </span><span style="font-weight: 400;">challenges </span><span style="font-weight: 400;">with </span><span style="font-weight: 400;">robust technological solutions. </span><span style="font-weight: 400;">Finally, </span><strong>Techi Taju and colleagues </strong><span style="font-weight: 400;">present an Experimental </span><span style="font-weight: 400;">Investigation </span><span style="font-weight: 400;">on the Fresh and </span><span style="font-weight: 400;">Hardened </span><span style="font-weight: 400;">Properties </span><span style="font-weight: 400;">of Concrete </span><span style="font-weight: 400;">Incorporating Carbon Fibre </span><span style="font-weight: 400;">Composites</span><span style="font-weight: 400;">. </span><span style="font-weight: 400;">The study </span><span style="font-weight: 400;">evaluates </span><span style="font-weight: 400;">how </span><span style="font-weight: 400;">carbon </span><span style="font-weight: 400;">fiber</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">as </span><span style="font-weight: 400;">an alternative </span><span style="font-weight: 400;">to steel </span><span style="font-weight: 400;">reinforcement</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">enhances </span><span style="font-weight: 400;">compressive</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">flexural</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">and tensile strengths of </span><span style="font-weight: 400;">concrete</span><span style="font-weight: 400;">. </span><span style="font-weight: 400;">It highlights </span><span style="font-weight: 400;">the </span><span style="font-weight: 400;">optimal </span><span style="font-weight: 400;">dosages </span><span style="font-weight: 400;">and mix designs </span><span style="font-weight: 400;">that improve mechanical </span><span style="font-weight: 400;">performance </span><span style="font-weight: 400;">while </span><span style="font-weight: 400;">reducing water absorption and </span><span style="font-weight: 400;">shrinkage </span><span style="font-weight: 400;">cracking</span><span style="font-weight: 400;">. </span></p> <p><span style="font-weight: 400;">We extend </span><span style="font-weight: 400;">our </span><span style="font-weight: 400;">heartfelt </span><span style="font-weight: 400;">appreciation </span><span style="font-weight: 400;">to </span><span style="font-weight: 400;">our contributing </span><span style="font-weight: 400;">authors</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">peer reviewers</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">and editorial </span><span style="font-weight: 400;">board for </span><span style="font-weight: 400;">maintaining high standards of scholarly </span><span style="font-weight: 400;">rigor</span><span style="font-weight: 400;">. </span><span style="font-weight: 400;">Under the guidance </span><span style="font-weight: 400;">of our visionary </span><span style="font-weight: 400;">Director</span><span style="font-weight: 400;">, </span><strong>Professor Prasoon M. Tripathi, </strong><span style="font-weight: 400;">the </span><span style="font-weight: 400;">journal continues </span><span style="font-weight: 400;">to elevate its </span><span style="font-weight: 400;">national </span><span style="font-weight: 400;">and </span><span style="font-weight: 400;">international standing </span><span style="font-weight: 400;">by </span><span style="font-weight: 400;">publishing innovative</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">relevant, and impactful research. </span></p> <p><span style="font-weight: 400;">We hope </span><span style="font-weight: 400;">this issue offers </span><span style="font-weight: 400;">insightful </span><span style="font-weight: 400;">readings </span><span style="font-weight: 400;">to </span><span style="font-weight: 400;">academics, practitioners</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">policymakers, and </span><span style="font-weight: 400;">students </span><span style="font-weight: 400;">alike. </span></p> <p><strong>Vol: 22</strong><strong>, </strong><strong>No. 1</strong><strong>, </strong><strong>Jan-Jun</strong><strong>, </strong><strong>2025 </strong></p> <p><span style="font-weight: 400;">Warm </span><span style="font-weight: 400;">regards, </span><strong>Dr. </strong><strong>Ajay </strong><strong>Kumar Patel </strong><span style="font-weight: 400;">Dean, </span><span style="font-weight: 400;">Research </span></p> <p><strong>ISSN No. 0973-824X </strong></p>
Naveen Virmani
Copyright (c) 2025 Journal of IMS Group
2025-10-16
2025-10-16
21 1
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The Synergistic Impact of Artificial Intelligence on Digital Marketing
https://journal.ims-ghaziabad.ac.in/index.php/journal-ims-group/article/view/74
<p><span style="font-weight: 400;">This </span><span style="font-weight: 400;">research paper provides a comprehensive exploration </span><span style="font-weight: 400;">of </span><span style="font-weight: 400;">the synergistic relationship between artificial intelligence </span><span style="font-weight: 400;">(AI) </span><span style="font-weight: 400;">and </span><span style="font-weight: 400;">digital marketing</span><span style="font-weight: 400;">. </span><span style="font-weight: 400;">It begins </span><span style="font-weight: 400;">with </span><span style="font-weight: 400;">an overview of the evolving </span><span style="font-weight: 400;">landscape </span><span style="font-weight: 400;">of AI in marketing</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">tracing its </span><span style="font-weight: 400;">historical </span><span style="font-weight: 400;">development and current </span><span style="font-weight: 400;">state</span><span style="font-weight: 400;">. </span><span style="font-weight: 400;">The </span><span style="font-weight: 400;">paper then delves </span><span style="font-weight: 400;">into the key </span><span style="font-weight: 400;">areas </span><span style="font-weight: 400;">where AI is being </span><span style="font-weight: 400;">applied </span><span style="font-weight: 400;">in </span><span style="font-weight: 400;">digital marketing practices</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">including </span><span style="font-weight: 400;">personalization</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">automation</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">analytics</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">content </span><span style="font-weight: 400;">creation</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">advertising</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">customer experience enhancement</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">sustainability</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">and sales </span><span style="font-weight: 400;">process transformation. Various </span><span style="font-weight: 400;">AI techniques and </span><span style="font-weight: 400;">tools</span><span style="font-weight: 400;">, such as machine </span><span style="font-weight: 400;">learning, </span><span style="font-weight: 400;">natural language processing</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">and computer </span><span style="font-weight: 400;">vision</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">are examined for </span><span style="font-weight: 400;">their </span><span style="font-weight: 400;">transformative impact on marketing </span><span style="font-weight: 400;">strategies</span><span style="font-weight: 400;">. </span><span style="font-weight: 400;">The </span><span style="font-weight: 400;">benefits of AI </span><span style="font-weight: 400;">implementation</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">including </span><span style="font-weight: 400;">improved efficiency, enhanced customer experience, </span><span style="font-weight: 400;">better targeting, cost </span><span style="font-weight: 400;">savings</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">and </span><span style="font-weight: 400;">more accurate </span><span style="font-weight: 400;">forecasting</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">are </span><span style="font-weight: 400;">discussed </span><span style="font-weight: 400;">alongside </span><span style="font-weight: 400;">the challenges and ethical </span><span style="font-weight: 400;">considerations</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">such as </span><span style="font-weight: 400;">data </span><span style="font-weight: 400;">privacy</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">algorithmic </span><span style="font-weight: 400;">bias</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">transparency</span><span style="font-weight: 400;">, job displacement, </span><span style="font-weight: 400;">data </span><span style="font-weight: 400;">compatibility, and </span><span style="font-weight: 400;">the preservation </span><span style="font-weight: 400;">of human creativity. Through an </span><span style="font-weight: 400;">analysis of successful </span><span style="font-weight: 400;">Al-driven digital </span><span style="font-weight: 400;">marketing campaigns, </span><span style="font-weight: 400;">the paper </span><span style="font-weight: 400;">highlights practical applications and </span><span style="font-weight: 400;">outcomes</span><span style="font-weight: 400;">. </span><span style="font-weight: 400;">Finally</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">it proposes </span><span style="font-weight: 400;">potential </span><span style="font-weight: 400;">research </span><span style="font-weight: 400;">questions </span><span style="font-weight: 400;">and </span><span style="font-weight: 400;">an implementable </span><span style="font-weight: 400;">research </span><span style="font-weight: 400;">methodology to </span><span style="font-weight: 400;">guide </span><span style="font-weight: 400;">future </span><span style="font-weight: 400;">scholarly investigations </span><span style="font-weight: 400;">in </span><span style="font-weight: 400;">this </span><span style="font-weight: 400;">dynamic </span><span style="font-weight: 400;">field.</span></p>
Naveen Virmani
Copyright (c) 2025 Journal of IMS Group
2025-10-16
2025-10-16
21 1
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EXPERIMENTAL INVESTIGATION ON FRESH AND HARDENED PROPERTIES OF CONCRETE INCORPORATING CARBON FIBRES COMPOSITES
https://journal.ims-ghaziabad.ac.in/index.php/journal-ims-group/article/view/72
<p><span style="font-weight: 400;">This review examines how adding </span><span style="font-weight: 400;">carbon </span><span style="font-weight: 400;">fiber to different </span><span style="font-weight: 400;">concrete </span><span style="font-weight: 400;">mix </span><span style="font-weight: 400;">designs can improve </span><span style="font-weight: 400;">performance </span><span style="font-weight: 400;">and overcome </span><span style="font-weight: 400;">the poor </span><span style="font-weight: 400;">tensile </span><span style="font-weight: 400;">strength </span><span style="font-weight: 400;">of </span><span style="font-weight: 400;">concrete</span><span style="font-weight: 400;">. </span><span style="font-weight: 400;">Although traditional </span><span style="font-weight: 400;">reinforcements </span><span style="font-weight: 400;">like steel fibers increase strength </span><span style="font-weight: 400;">and toughness</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">they </span><span style="font-weight: 400;">have disadvantages </span><span style="font-weight: 400;">such </span><span style="font-weight: 400;">as </span><span style="font-weight: 400;">corrosion </span><span style="font-weight: 400;">and expensive </span><span style="font-weight: 400;">cost</span><span style="font-weight: 400;">. </span><span style="font-weight: 400;">An </span><span style="font-weight: 400;">alternative that </span><span style="font-weight: 400;">is both lightweight and strong</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">carbon fiber has </span><span style="font-weight: 400;">a </span><span style="font-weight: 400;">greater </span><span style="font-weight: 400;">modulus</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">is </span><span style="font-weight: 400;">more </span><span style="font-weight: 400;">durable</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">and can withstand </span><span style="font-weight: 400;">extreme conditions</span><span style="font-weight: 400;">. </span><span style="font-weight: 400;">It reduces cracking due </span><span style="font-weight: 400;">to </span><span style="font-weight: 400;">shrinkage and </span><span style="font-weight: 400;">enhances performance </span><span style="font-weight: 400;">under dynamic </span><span style="font-weight: 400;">loads. Studies show promising </span><span style="font-weight: 400;">results: </span><span style="font-weight: 400;">Basit </span><span style="font-weight: 400;">et </span><span style="font-weight: 400;">al</span><span style="font-weight: 400;">. found 0.60% </span><span style="font-weight: 400;">carbon fibre </span><span style="font-weight: 400;">optimal in </span><span style="font-weight: 400;">self</span><span style="font-weight: 400;">-compacting concrete</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">improving </span><span style="font-weight: 400;">fresh and hardened properties</span><span style="font-weight: 400;">. </span><span style="font-weight: 400;">Andrew </span><span style="font-weight: 400;">et al</span><span style="font-weight: 400;">. </span><span style="font-weight: 400;">compared aerospace</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">industrial</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">and </span><span style="font-weight: 400;">recycled </span><span style="font-weight: 400;">carbon fibres </span><span style="font-weight: 400;">in ultra-high- </span><span style="font-weight: 400;">performance concrete</span><span style="font-weight: 400;">. </span><span style="font-weight: 400;">Aksar </span><span style="font-weight: 400;">et al</span><span style="font-weight: 400;">. concluded </span><span style="font-weight: 400;">0.25% </span><span style="font-weight: 400;">CCFRP </span><span style="font-weight: 400;">is </span><span style="font-weight: 400;">ideal in </span><span style="font-weight: 400;">both </span><span style="font-weight: 400;">normal and </span><span style="font-weight: 400;">low-strength </span><span style="font-weight: 400;">concrete</span><span style="font-weight: 400;">. </span><span style="font-weight: 400;">Md. </span><span style="font-weight: 400;">Safiuddin </span><span style="font-weight: 400;">et al. </span><span style="font-weight: 400;">found </span><span style="font-weight: 400;">3</span><span style="font-weight: 400;">% </span><span style="font-weight: 400;">carbon fibre optimal </span><span style="font-weight: 400;">in </span><span style="font-weight: 400;">reinforced mortar </span><span style="font-weight: 400;">for </span><span style="font-weight: 400;">strength </span><span style="font-weight: 400;">and </span><span style="font-weight: 400;">reduced </span><span style="font-weight: 400;">absorption</span><span style="font-weight: 400;">. Overall</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">compressive </span><span style="font-weight: 400;">strength </span><span style="font-weight: 400;">improves </span><span style="font-weight: 400;">up to a certain </span><span style="font-weight: 400;">fibre </span><span style="font-weight: 400;">content</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">after which it </span><span style="font-weight: 400;">declines</span><span style="font-weight: 400;">. </span><span style="font-weight: 400;">Flexural and </span><span style="font-weight: 400;">split tensile </span><span style="font-weight: 400;">strength generally </span><span style="font-weight: 400;">increase </span><span style="font-weight: 400;">with </span><span style="font-weight: 400;">fibre </span><span style="font-weight: 400;">dosage</span><span style="font-weight: 400;">. </span><span style="font-weight: 400;">Slump flow </span><span style="font-weight: 400;">decreases </span><span style="font-weight: 400;">with more carbon fibre, and water </span><span style="font-weight: 400;">absorption </span><span style="font-weight: 400;">is minimized only up to an optimal level</span><span style="font-weight: 400;">. </span><span style="font-weight: 400;">With the right </span><span style="font-weight: 400;">dosage</span><span style="font-weight: 400;">, </span><span style="font-weight: 400;">carbon </span><span style="font-weight: 400;">fibre </span><span style="font-weight: 400;">significantly enhances concrete's mechanical and </span><span style="font-weight: 400;">durability </span><span style="font-weight: 400;">properties</span></p>
Naveen Virmani
Copyright (c) 2025 Journal of IMS Group
2025-10-16
2025-10-16
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