Current Issues

THE IMPACT OF SOCIAL MEDIA MARKETING ON CONSUMER PURCHASE DECISIONS: Jun 2026 : XVII [I]

*Min Xiao, **Dr. Siriwan Kitcharoen, ***Dr. Bhumiphat Glitwala

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THE EFFECTIVENESS OF INTEGRATED MARKETING COMMUNICATIONS ON PURCHASE INTENTIONS OF GENERATION Z IN YANGON, MYANMAR: Jun 2026 : XVII [I]

*Myo Aung, **Asst Prof Dr. Siriwan Kitcharoen, ***Dr. Bhumiphat Gilitwala

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THE EFFECTIVENESS OF INTEGRATED MARKETING COMMUNICATIONS ON PURCHASE INTENTIONS OF GENERATION Z IN YANGON, MYANMAR © 2026 by *Myo Aung, **Asst Prof Dr. Siriwan Kitcharoen, ***Dr. Bhumiphat Gilitwala is licensed under CC BY-NC 4.0

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FACTORS INFLUENCING THE BRANDED SPORTSWEAR PURCHASE INTENTION AMONG YOUNG CONSUMERS IN BANGKOK: Jun 2026 : XVII [I]

* Thiha Soe Htike, **Asst Prof Dr. Siriwan Kitcharoen, ***Dr. Bhumiphat Gilitwala

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FACTORS INFLUENCING THE BRANDED SPORTSWEAR PURCHASE INTENTION AMONG YOUNG CONSUMERS IN BANGKOK © 2026 by * Thiha Soe Htike, **Asst Prof Dr. Siriwan Kitcharoen, ***Dr. Bhumiphat Gilitwala is licensed under CC BY-NC 4.0

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FACTORS INFLUENCING HOTEL BOOKING INTENTION FOR 5-STAR HOTELS IN THAILAND: Jun 2026 : XVII [I]

Jooyeon Kim

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AUGMENTING FASHION RETAIL: THE IMPACT OF TRY-BEFORE-YOU-BUY AR EXPERIENCES ON CONSUMER DECISION-MAKING IN INDIA: Jun 2026 : XVII [I]

*Dr. Sonal Gogri, **Dr. Mrunal Mehta, ***Dr. Belur Baxi

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AUGMENTING FASHION RETAIL: THE IMPACT OF TRY-BEFORE-YOU-BUY AR EXPERIENCES ON CONSUMER DECISION-MAKING IN INDIA © 2026 by *Dr. Sonal Gogri, **Dr. Mrunal Mehta, ***Dr. Belur Baxi is licensed under CC BY-NC 4.0

Technological advancements have significantly reshaped modern retail operations, with Augmented Reality (AR) emerging as a transformative force, particularly in the fashion sector. Try-Before-You-Buy (TBYB) AR experiences allow consumers to visualise products—such as apparel, eyewear, footwear, and accessories—on themselves virtually, bridging the experiential gap between online and physical retail. In India, rapid digitalisation, increased smartphone penetration, and growing familiarity with immersive technologies have made AR-based retail innovations increasingly relevant. This study investigates the impact of TBYB AR experiences on consumer decision-making in the context of fashion retail in Ahmedabad, a major urban centre in Gujarat offering a unique blend of traditional textile heritage and contemporary fashion sensibilities. The research utilises a quantitative methodology with a sample of 300 respondents aged 18–45 years from Ahmedabad city. A structured questionnaire measured key constructs, including perceived usefulness, perceived ease of use, user satisfaction, trust in AR technology, and purchase intention. Statistical tools such as t-tests, z-tests, chi-square tests, and descriptive analysis were applied to evaluate differences, associations, and impacts across demographic and behavioural groups. Results reveal that AR-based TBYB experiences significantly enhance perceived product fit, reduce uncertainty, increase user satisfaction, and improve overall purchase intention. Findings confirm the strong relevance of AR as a consumer decision-support tool in fashion retail within urban Indian contexts. This study contributes to the growing field of digital consumer behaviour by offering empirical evidence from a Tier-1 Indian city. It highlights the critical role of AR in influencing decision-making processes, thereby informing retailers, marketers, and technology developers. It concludes by recommending greater integration of multilingual AR interfaces, in-app AR-based size guidance, and personalised virtual styling features to maximise consumer engagement and reduce return rates.

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THE EFFECT OF AI-DRIVEN FEATURES ON CUSTOMER SATISFACTION AND REPEAT PURCHASE AMONG LAZADA USERS IN THAILAND: Jun 2026 : XVII [I]

*Naw Htoo Aung, **Dr. Siriwan Kitcharoen, ***Dr. Bhumiphat Gilitwala

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THE EFFECT OF AI-DRIVEN FEATURES ON CUSTOMER SATISFACTION AND REPEAT PURCHASE AMONG LAZADA USERS IN THAILAND © 2026 by *Naw Htoo Aung, **Dr. Siriwan Kitcharoen, ***Dr. Bhumiphat Gilitwala is licensed under CC BY-NC 4.0

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TOURISM GROWTH AND WETLAND STRESS IN ALAPPUZHA (KERALA): Jun 2026 : XVII [I]

Dr. Pratheesh. P

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EXPLORING THE NEXUS OF WORKPLACE SPIRITUALITY: A BIBLIOMETRIC ANALYSIS: Jun 2026 : XVII [I]

Ravina

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ZARI-ZARDOZI BEYOND TROUSSEAU: RETHINKING THE STRATEGIES TO ENGAGE CONTEMPORARY CONSUMERS: Jun 2026 : XVII [I]

*Nupur Srivastava, **Dr. Neha Singh

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AI-AUGMENTED MARKETERS: REDEFINING ROLES, SKILLS, AND CREATIVITY IN THE AI ERA: Jun 2026 : XVII [I]

Dr. Pooja Sharma

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The integration of artificial intelligence (AI) into marketing is no longer limited to automation and analytics; it is actively redefining the roles and skills of marketers. Instead of replacing human input, AI is increasingly seen as an augmentation tool that enhances decision-making, creativity, and customer engagement. This conceptual paper examines the evolving human–AI relationship in marketing and explores how the profession is being reshaped in the age of intelligent technologies. The key objective of this study is to analyse how AI augments marketing work across strategy, creativity and skills. Specifically, it aims to identify the new competencies demanded by AI-enabled marketing, explore its role in enhancing or challenging creativity and authenticity and propose a framework of “collaborative intelligence” where human and machine capabilities are integrated. Methodologically, this paper adopts a conceptual and exploratory approach. It synthesizes insights from academic literature, industry reports, and recent practices to develop an integrated perspective. Rather than relying on empirical testing, the study draws on secondary sources to connect theoretical discussions with practical trends, thereby offering a foundation for future empirical research. The paper highlights three major shifts. First, AI-driven analytics are transforming strategic planning by enabling real-time insights and adaptive decision-making. Second, AI tools are reshaping creativity through content generation and personalized storytelling, while simultaneously raising concerns about originality and human touch. Third, the role of marketers is being redefined, as traditional strengths in consumer psychology and persuasion now need to be complemented by data literacy, algorithmic thinking, and ethical sensitivity. The study concludes that AI should not be viewed as a competitor but as a partner in redefining the marketing profession. The future belongs to marketers who can skilfully balance human insight with machine intelligence to create sustainable value and foster trust. For educators, practitioners, and organizations, this calls for new ways of preparing talent, designing roles and integrating technology responsibly.

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THE IMPACT OF JOB INVOLVEMENT, EMPLOYEE HAPPINESS AND JOB SATISFACTION ON ORGANIZATIONAL CITIZENSHIP BEHAVIOUR (OCB) IN THE BANKING ECOSYSTEM IN INDIA: Jun 2026 : XVII [I]

Dr Hoori Nadir

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THE IMPACT OF JOB INVOLVEMENT, EMPLOYEE HAPPINESS AND JOB SATISFACTION ON ORGANIZATIONAL CITIZENSHIP BEHAVIOUR (OCB) IN THE BANKING ECOSYSTEM IN INDIA © 2026 by Dr Hoori Nadir is licensed under CC BY-NC 4.0

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BRIDGING THE FINANCIAL LITERACY GAP: IMPLICATIONS FOR WOMEN’S ECONOMIC EMPOWERMENT AND INCLUSIVE GROWTH IN INDIA: Jun 2026 : XVII [I]

*Dr Suchitra Srivastava, **Dr Swati Rathore, ***Dr Yogendra Singh Thakur,

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BRIDGING THE FINANCIAL LITERACY GAP: IMPLICATIONS FOR WOMEN’S ECONOMIC EMPOWERMENT AND INCLUSIVE GROWTH IN INDIA © 2026 by *Dr Suchitra Srivastava, **Dr Swati Rathore, ***Dr Yogendra Singh Thakur is licensed under CC BY-NC 4.0

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IMPACT OF PARENT-TEACHER COLLABORATION ON HOLISTIC INCLUSIVE OUTCOME BASED EDUCATION: STUDENTS’ PERCEPTIONS AT MONTFORT SCHOOL, IN HYDERABAD INDIA: Jun 2026 : XVII [I]

Visuvasam Augustine

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IMPACT OF PARENT-TEACHER COLLABORATION ON HOLISTIC INCLUSIVE OUTCOME BASED EDUCATION: STUDENTS’ PERCEPTIONS AT MONTFORT SCHOOL, IN HYDERABAD INDIA © 2026 by Visuvasam Augustine is licensed under CC BY-NC 4.0

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GREEN HUMAN RESOURCE MANAGEMENT PRACTICES THROUGH BRSR DISCLOSURES: AN EMPIRICAL ANALYSIS OF INDIAN COMPANIES: Jun 2026 : XVII [I]

*Shweta Gambhir, **Dr. Preeti Shrivastava

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