Canadian Journal of Marketing Research
type: channel
description: The Canadian Journal of Marketing Research (CJMR) is a peer-reviewed academic journal dedicated to advancing the understanding and application of marketing research methods and practices. Founded by the Professional Marketing Research Society, the journal serves as a bridge between theory and practice—bringing together scholars, practitioners, and industry leaders to share innovative insights, data-driven strategies, and emerging methodologies that shape the marketing research landscape in Canada and beyond.
publisher: Professional Marketing Research Society
language: en
publication name: Canadian Journal of Marketing Research
issn: 0829-4836
items: Status of Women Refugees in South Asia: A Socio-Legal Analysis
items: Leadership Traits and Teacher Retention: The Mediating Role of Job Satisfaction and Organizational Commitment
items: Legal Framework for Environment Conservation in India
items: The Custodial Deaths in India: A Legal and Humanitarian Perspective
items: Laws Governing E-Commerce in The Era of Industry 5.0
items: Strategic Decision-Making in the AI Era: A Review of Benefits and Barriers for Organizational Planning
items: AI-Driven Learning Platforms vs. Traditional Instruction and Digital LMS: Comparative Analysis of Academic Performance, Student Engagement, and Equity Outcomes in Indian Higher Education
items: Green Finance's Contribution to SDG Achievement: A Comparative Analysis of China and India
items: AI-Driven Work Environments and Employee Well-Being: A Managerial Perspective in the Service Sector
items: Assessing Workforce Training Expectations and Satisfaction in the Haryana Tourism Industry
items: Abortion Laws Through a Social Justice Lens: Bridging the Legal Gaps Between India and the U.S.
items: Connecting Minds and Machines: Integrating Artificial Intelligence with Behavioral Finance
items: Generative AI's Dark Side: A Meta-Analysis of Academic Misconduct Prevalence in EdTech Ecosystem- A Systematic Review and Quantitative Synthesis
items: Evaluating National Rural Health Mission via critical lenses: Human Resources, Services, Infrastructure and Community knowledge
items: Navigating Media Ethics in the Era of Emerging Digital Technologies
items: Blockchain Adoption and the Changing Landscape of Financial Accounting: Implications for Accountability and Sustainable Business Practices
items: Social Media Advertising and its Effect on Purchasing Behaviour of Working Women in Coimbatore City
items: AI Paper Strengthening Transparency: A Review of the SBO Framework and AML Regulations in India
items: AI Paper Criminal Law Approaches to Protecting IPR in E-Commerce: Implications for Consumer Trust and Market Regulation
items: AI Paper Political Leader Image and its Role in Shaping India’s Global Country Image During Periods of Geopolitical Uncertainty
items: Responsible AI Data Architecture: Embedding GDPR and PII Compliance into MLOps Pipelines at Enterprise Scale
items: AI Paper Are Corporate Hospitals Meeting Expectations? A SERVQUAL Gap Analysis from Delhi NCR
items: Crowd Funding – Entrepreneurial Finance for Participative Sustainable Development: Concept, Functioning and Challenges
items: AI-Driven Consumer Journey Optimization, Consumer Experience, Engagement, and Their Impact on Brand Loyalty: A Case Study Based Conceptual Model
items: Societal Impact of Marketing Research: A Comprehensive Analysis Using Altmetric Indicators
items: Regulating Dark Patterns in Digital Marketing: A Comparative Review of Consumer Protection under the Digital Personal Data Protection Act, 2023 and the General Data Protection Regulation
items: Data Privacy and Targeted Advertising: Marketing Compliance under the Digital Personal Data Protection Act, 2023 in the Global Regulatory Landscape
items: The Mediating and Moderating Role of Time Management Strain in the Relationship between Social Media Usage and Employee Performance
items: Work-From-Home Culture, Employee Motivation, and Productivity: An Empirical Study in the Indian Context
items: Personalization at Scale: AI’s Impact on Retail Customer Loyalty

Status of Women Refugees in South Asia: A Socio-Legal Analysis
type: item
description: One of the largest and most vulnerable populations of refugees in the world live in South Asia, but not a single country in the region has ratified the 1951 Refugee Convention or the 1967 Protocol. The increased vulnerability of women and girls, who make up about 50 percent of the world refugee population, is compounded in South Asian host countries such as Bangladesh, India, Pakistan, and Nepal. This article is a socio-legal study of the position of women refugees in South Asia, where statelessness, gender-based violence (GBV), denial of legal personhood, a lack of access to education and healthcare, and forced/child marriage have been combined. Based on UNHCR data (2024-2025), Cox’s Bazar GBVIMS quarterly reports, and primary legal documents, this paper lends the argument that the protection gap facing South Asian women refugees is structural and systems-based founded in the lack of binding regional refugee framework and further exacerbated by patriarchal social cultural norms. The paper is concluded with policy recommendations on national, regional (SAARC) and global levels.
subject: Articles
  topic: section
subject: Women Refugees, South Asia, 1951 Refugee Convention, Gender-Based Violence, Rohingya, CEDAW.
  topic: keywords
creator: Ekta Singh Bisen
creator: Dr. Usha Palhoeya
rights: Copyright (c) 2026 Canadian Journal of Marketing Research https://creativecommons.org/licenses/by-nd/4.0
date: 2026-04-15
publication date: 2026-04-15
starting page: 151
ending page: 157

Leadership Traits and Teacher Retention: The Mediating Role of Job Satisfaction and Organizational Commitment
type: item
description: Teacher retention is a critical issue at present because teachers are under greater pressure and face increased workloads. They also have fewer opportunities to advance within the organization. Teacher turnover impacts both the learners and the organization in the sense that when teachers frequently quit, it negatively influences their work performance and teaching quality. At the same time, leadership is critical to the perception of teachers regarding their work and willingness to remain employed by the organization. Therefore, this paper seeks to explore the impact of leaders' personal attributes on teacher retention. Using the Social Exchange Theory (Blau, 1964) and theory of leadership, it is proposed that positive leaders' behaviours enhance teacher retention by generating positive attitudinal and psychological outcomes. Quantitative research design with an explanatory approach is adopted. The research collected primary data from 350 teachers from both public and private educational institutions in India using a structured questionnaire. This research utilizes advanced statistical techniques, i.e., Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), hierarchical regression, and bootstrapping mediation, to assess the proposed relationships. The results reveal that the qualities of leadership have a substantial influence on the duration of time spent in the job by teachers. Moreover, job satisfaction and organizational commitment were seen to have partially mediated the relationship between the constructs. This reveals that the qualities of leadership have a direct and substantial influence on the duration of time spent in the job by teachers. A more substantial mediating effect was seen in the case of organizational commitment. The study contributes to the literature by developing a model for Indian schools with multiple mediators. It also offers useful information to policymakers and educational institutions.
subject: Articles
  topic: section
subject: Leadership Traits, Teacher Retention, Job Satisfaction, Organizational Commitment, Social Exchange Theory, Indian Education System.
  topic: keywords
creator: Shreya Chaturvedi
creator: Dr. Rakhi Kumari
rights: Copyright (c) 2026 Canadian Journal of Marketing Research https://creativecommons.org/licenses/by-nd/4.0
date: 2026-04-12
publication date: 2026-04-12
starting page: 136
ending page: 150

Legal Framework for Environment Conservation in India
type: item
description: India, with its rapidly growing economy and population, faces significant environmental challenges. This paper explores the crucial role of environment conservation in achieving a prosperous and safe Bharat. We discuss the current state of India's environment, legal frameworks, and initiatives undertaken. We also identify key areas for improvement and propose a multifaceted approach that incorporates sustainable development, education, community engagement, and effective governance. Our findings highlight the need for a paradigm shift in environmental management, emphasizing a proactive and inclusive approach to ensure a prosperous and safe future for India.
subject: Articles
  topic: section
subject: Environmental Law, Intentional Conferences, National Movement, Sustainable Development, UNFCCC.
  topic: keywords
creator: Maharshi Kumar Kasoudhan
creator: Dr Udit Raj Sharma
creator: Ms Deepshikha Kataria
rights: Copyright (c) 2026 Canadian Journal of Marketing Research https://creativecommons.org/licenses/by-nd/4.0
date: 2026-04-09
publication date: 2026-04-09
starting page: 122
ending page: 127

The Custodial Deaths in India: A Legal and Humanitarian Perspective
type: item
description: Custodial death is a pervasive issue and is regarded as one of the most egregious forms of violation, second only to the abhorrent crime of rape. The police are regarded as protectors or custodians of convicts, and in this context, the savior is only transgressing the laws and regulations established for the welfare of citizens and the safeguarding of humanity. Custodial deaths remain a stark reminder of the systemic failures in India’s law enforcement and criminal justice system. Despite constitutional protections and international obligations, the persistent occurrence of such deaths underscores a grave disregard for human rights. This paper explores the legal framework governing custodial deaths, examines key cases and statistics, and critically analysis the role of institutional impunity and lack of accountability. It concludes with recommendations aimed at reforming investigative, judicial, and penal systems to prevent such violations of human dignity. A death that takes place in a correctional facility or while a person is under the care of law enforcement is referred to as a custodial death. It can occur due to various causes, such as excessive use of force, neglect, or abuse by the authorities.
subject: Articles
  topic: section
subject: Custodial Deaths in India, Human Rights Violations, Police Accountability and Impunity, Criminal Justice System Reform, Custodial Violence and Legal Framework.
  topic: keywords
creator: Deepshikha Kataria
creator: Maharshi Kumar Kasoudhan
rights: Copyright (c) 2026 Canadian Journal of Marketing Research https://creativecommons.org/licenses/by-nd/4.0
date: 2026-04-09
publication date: 2026-04-09
starting page: 116
ending page: 121

Laws Governing E-Commerce in The Era of Industry 5.0
type: item
description: The quick development of digital technologies and the start of Industry 5.0 have caused major changes in the commercial world, resulting in difficulties with regulations and legal issues in e-commerce. The paper explores the different laws that oversee online sales, with special focus on how technology and human needs affect commerce. It explores how laws at the national and global levels, including those for consumer protection, data privacy, handling digital contracts and intellectual property rights, are responding to current digital advances. Industry 5.0 which blends human insight with advanced technology, has raised the importance of fast and adaptive legal measures. New technologies such as AI, blockchain and IoT, are now changing the way e-commerce operates, so laws and obligations in digital commerce have to be reviewed. The contribution examines the role of novel approaches in modernising legislation and points out that regulatory sandboxes and flexible laws improve the safety and reliability of digital markets. The research uses a comparison of laws and case studies to find important areas where regulations are not strong enough and then offers strategic changes to strengthen and update the laws. In the end, this paper helps advance the discussion about forming a reliable legal framework that encourages the sustainable growth of e-commerce, following Industry 5.0 standards.
subject: Articles
  topic: section
subject: E-commerce, Industry 5.0, Innovation, Digital Regulation, Legal Frameworks.
  topic: keywords
creator: Abdul Sakib Majid
creator: Shazia Kousar
rights: Copyright (c) 2026 Canadian Journal of Marketing Research https://creativecommons.org/licenses/by-nd/4.0
date: 2026-04-09
publication date: 2026-04-09
starting page: 108
ending page: 115

Strategic Decision-Making in the AI Era: A Review of Benefits and Barriers for Organizational Planning
type: item
description: The dynamic evolution and advancement of artificial intelligence (AI) have significantly affected the strategies pursued by various organizations to evaluate the alternatives and uncertainties. Though there is an increased potential for more informed decisions with the implementation of AI technology in the future, there is increased uncertainty and hindrances to the proper implementation of the technology by organizations. In this regard, the review seeks to critically synthesize the already conducted research between the years 2015 and 2025 to evaluate the associated benefits with the implementation of the recommended technology while highlighting the related impediments associated with the practice. Key concepts associated with the technology pursued in the future include the associated value with AI technology; an increase in predictive analytics; enhanced strategic agility; and the associated abstraction with the technology pursued in the future. This review makes a contribution to the management literature by synthesizing scattered pieces of research and elucidating the circumstances in which AI can generate a strategic advantage for organizations. The findings of the review underscore the point that the strategic impact of AI is substantial, but it largely depends on the organizational state of preparedness.
subject: Articles
  topic: section
subject: Artificial Intelligence (AI), Strategic Decision-Making, Organizational Planning, Benefits and Barriers, Digital Transformation.
  topic: keywords
creator: Dr Amandeep Kaur
creator: Dr Manisha Aujla
creator: Dr Kismat Kaur
rights: Copyright (c) 2026 Canadian Journal of Marketing Research https://creativecommons.org/licenses/by-nd/4.0
date: 2026-04-09
publication date: 2026-04-09
starting page: 101
ending page: 107

AI-Driven Learning Platforms vs. Traditional Instruction and Digital LMS: Comparative Analysis of Academic Performance, Student Engagement, and Equity Outcomes in Indian Higher Education
type: item
description: This systematic review assesses the effectiveness of AI-based learning systems, conventional face-to-face education, and digital learning management systems (LMS) in Indian higher education, focusing on academic performance, student engagement, and equity outcomes. Analysis of literature from 2023-2025 reveals that AI-based adaptive learning significantly enhances individualized learning and academic results (30% improvement in standardized tests), while traditional education fosters critical thinking and social interaction. Digital LMS helps bridge the digital divide by enhancing accessibility and collaboration. A hybrid approach combining AI personalization, conventional methods, and digital tools proves most effective. The review highlights challenges like inadequate digital infrastructure and teacher digital literacy and advocates for adaptable hybrid pedagogies and policy reforms to ensure that AI in education promotes equity rather than exacerbating existing disparities.
subject: Articles
  topic: section
subject: AI-driven learning, adaptive learning platforms, digital learning management systems, traditional instruction, student engagement, academic performance, educational equity, Indian higher education.
  topic: keywords
creator: Ayushi Arora
creator: Dr Ambika Bhatia
creator: Dr Chhavi Kiran
rights: Copyright (c) 2026 Canadian Journal of Marketing Research https://creativecommons.org/licenses/by-nd/4.0
date: 2026-04-09
publication date: 2026-04-09
starting page: 90
ending page: 100

Green Finance's Contribution to SDG Achievement: A Comparative Analysis of China and India
type: item
description: A key tool for promoting sustainable development is green financing, especially in quickly expanding emerging markets like China and India. This study compares these two nations in order to examine how green financing might help meet the Sustainable Development Goals (SDGs) of the UN. Through an analysis of institutional mechanisms, policy frameworks, investment flows, and financial instruments (like green bonds and green credit), the study assesses how each country uses green finance to further SDGs pertaining to clean energy, climate action, sustainable cities, and responsible consumption. Using a mixed-methods approach, the study combines policy review and secondary data analysis. According to research, India's green finance scene is more dispersed but is developing thanks to international cooperation and public-private partnerships, whereas China has adopted a more centralized, top-down strategy to scale green finance through strict regulatory requirements. The study ends with policy suggestion of better grasping of how green finance can be used as a strategic tool to match national development objectives with international sustainability targets is made possible by this comparative insight.
subject: Articles
  topic: section
subject: Green Finance, China, India, Green Bonds, Emerging Economies, Sustainable Investment, and Sustainability Goals (SDGs).
  topic: keywords
creator: Geetika
creator: Anirudh Pandit
creator: Shalini Srivastav
creator: Ayushi Arora
rights: Copyright (c) 2026 Canadian Journal of Marketing Research https://creativecommons.org/licenses/by-nd/4.0
date: 2026-04-09
publication date: 2026-04-09
starting page: 80
ending page: 89

AI-Driven Work Environments and Employee Well-Being: A Managerial Perspective in the Service Sector
type: item
description: From a purely speculative concept, artificial intelligence has evolved into a reality in service organizations across the world, giving rise to questions regarding the implications of this for the workers within those organizations. This paper undertakes an in-depth examination of the influence of AI-based work environments on the well-being of service workers across various dimensions. With its emphasis on the service industry, including hospitality, retail banking, customer-contact organizations, and associated allied industries in the healthcare domain. In conclusion, the study identifies the implications of its findings for management and the scope for future research in the domain.
subject: Articles
  topic: section
subject: artificial intelligence, employee well-being, service sector, human–AI collaboration.
  topic: keywords
creator: Dr Anuradha Barda
creator: Dr Reetu Sharma
rights: Copyright (c) 2026 Canadian Journal of Marketing Research https://creativecommons.org/licenses/by-nd/4.0
date: 2026-04-09
publication date: 2026-04-09
starting page: 72
ending page: 79

Assessing Workforce Training Expectations and Satisfaction in the Haryana Tourism Industry
type: item
description: Training is really important for the tourism industry because it makes a company special.This study is about a public sector organisation.These days Artificial Intelligence is getting better. Training for workers is changing.It is changing from having a teacher to using computers and the internet.This includes things like learning systems that adapt to the worker, virtual simulations and smart training platforms.We wanted to see what workers in the Haryana Tourism Industry think about training programs.We also wanted to see how Artificial Intelligence can help with training for the Haryana Tourism Industry workers.We wanted to find out how things like age and other personal details affect what workers in the Haryana Tourism Industry think about training.We also wanted to find out if the Haryana Tourism Industry workers are happy, with the training programs and the Artificial Intelligence used in the training.To do this we used math tools to look at the numbers. What we found out was that things like age does not really matter when it comes to what workers think about training. We also found out that workers are generally happy with the training they get. The good thing is that workers like using computers and Artificial Intelligence to learn things like digital learning platforms and simulations that use Artificial Intelligence.This study tells us that we need to understand more about how things like age affect how workers are trained in the Haryana tourism industry. We need to think more about how Artificial Intelligence can help with training in the tourism industry. Training and Artificial Intelligence are important in the Haryana Tourism Industry. We should think more about how to use Artificial Intelligence to make training better for workers, in the industry of tourism.
subject: Articles
  topic: section
subject: AI-based Training, Tourism Industry, Training, Training Satisfaction, Training Expectations, , Artificial Intelligence.
  topic: keywords
creator: Dr Ramanpreet Kaur
creator: Dr Sanya Dawer
rights: Copyright (c) 2026 Canadian Journal of Marketing Research https://creativecommons.org/licenses/by-nd/4.0
date: 2026-04-09
publication date: 2026-04-09
starting page: 66
ending page: 71

Abortion Laws Through a Social Justice Lens: Bridging the Legal Gaps Between India and the U.S.
type: item
description: Abortion Laws through a Social Justice Lens: Bridging the Legal Gaps between India and the U.S, is a sensitive issue that can scarcely go unnoticed given that it is informed by factors that include gender rights activism, access to health, culture and law. In this Conference paper, the author offered a comparative analysis of the abortion laws in India and the United States in hopes of reconciling the legal and ethical differences between the two countries from the perspectives of social justice. India allows abortion up to 24 weeks of pregnancy under the Medical Termination of Pregnancy Act, 1971 amended in 2021 yet, it infringes women’s rights by seeking prior permission from doctors. On the other hand, the US has regressed on reproductive rights in recent years due to the supreme court ruling of the case of Roe v. Wade (410 U.S. 113, 1973) in Dobbs v. Jackson Women’s Health Organization in 2022, also reversed the federal abortion rights leaving it to individual states to decide on the matter. This paper aims at comparing and contrasting their legislation with the international human rights standards like CEDAW and ICCPR. From this context, this study fits the social justice niche since it covers issues of healthcare disparities, rural/urban divide, social-economic status, and developing stigma towards abortions. The Conference paper is to explain the need to make women’s bodies, rights for women of colour, and abortion legal and safe a policy priority. In the end, the study provides an idea on how the right to abortion, might find a balance with the existing global social justice framework and advance legal frameworks that are inclusionary, rights-based and culturally sensitive.
subject: Articles
  topic: section
subject: Abortion law, social justice, reproductive rights, gender equality, India, United States.
  topic: keywords
creator: Rakhi Tewari
creator: Dr Avishek Raj
rights: Copyright (c) 2026 Canadian Journal of Marketing Research https://creativecommons.org/licenses/by-nd/4.0
date: 2026-04-09
publication date: 2026-04-09
starting page: 60
ending page: 65

Connecting Minds and Machines: Integrating Artificial Intelligence with Behavioral Finance
type: item
description: Behavioral finance came about because people realized that the old ways of thinking about money were not entirely accurate. The old ways of thinking about money assumed that people make choices when it comes to money. However the truth is that people’s feelings and thoughts have an impact on the financial decisions they make. At the time Artificial Intelligence has changed the finance world in a way. Artificial Intelligence does this by using data analysis, machine learning and predictive analytics. When you combine finance with Artificial Intelligence you get an understanding of how people make investment decisions. You can also forecast what the market will do and learn from mistakes when making decisions. This research paper looks at how behavioral finance and Artificial Intelligence are connected. It explores how machine learning models, natural language processing and robo-advisors can help understand how people think and make choices. The paper also talks about how Artificial Intelligence can help find biases in peoples thinking such as being too confident being afraid to lose money following what others do and relying much on the first piece of information they get. The research paper also looks at how these ideas used in the real world, such as managing investment portfolios using algorithms to make trades giving people personalized financial advice and evaluating financial risks. Even though using Artificial Intelligence in finance has its benefits it also raises concerns, about fairness, transparency and privacy. In the end the paper says that combining Artificial Intelligence and behavioral finance can lead to decision-making, in finance. It can also make the market work efficiently and create financial solutions that are tailored to individuals. However it is crucial to use Artificial Intelligence in an ethical way. Behavioral finance and Artificial Intelligence can work together to achieve these goals. This is what the paper ultimately argues.
subject: Articles
  topic: section
subject: behavioral finance, artificial intelligence, machine learning, investor behavior, cognitive bias, robo-advisors.
  topic: keywords
creator: Dr Sanya Dawer
creator: Dr Ramanpreet Kaur
rights: Copyright (c) 2026 Canadian Journal of Marketing Research https://creativecommons.org/licenses/by-nd/4.0
date: 2026-04-09
publication date: 2026-04-09
starting page: 55
ending page: 59

Generative AI's Dark Side: A Meta-Analysis of Academic Misconduct Prevalence in EdTech Ecosystem- A Systematic Review and Quantitative Synthesis
type: item
description: The fast emergence of tools of generative artificial intelligence (GenAI) in educational institutions has been a major threat to the paradigms of academic honesty. It is a meta-analysis that summarizes the findings of 82 studies (2021-2024) that have studied the prevalence of GenAI adoption, academic misconduct rates, detection technology effectiveness, and the institutional policy reaction to higher education. The pooled analyses show an increase in the adoption of GenAI to 66-92% by 2024-2025 (compared to less than 10% (pre-2023)). Students who admit to unauthorized use of AI as academic misconduct rise between 6.4-24.1 percent with formal cases increasing by three times between 1.6 and 5.1 per 1,000 students (2023-2024). AI detection models have an unstable accuracy (55-99%), false positive of 1-20% and susceptibility to basic adversarial methods. The analysis of policies discloses that as of mid-2024, 67% of institutions have not revised academic integrity structures. There is evidence that academic misconduct enabled by GenAI is a systemic crisis that is caused by structural misalignments between assessment paradigms and technological capacity. Redesigning the fundamental assessment, rather than increasing surveillance, provides the most sustainable way out of the AI era of preserving integrity in education.
subject: Articles
  topic: section
subject: Generative AI; Academic Integrity; Meta-Analysis; ChatGPT; Academic Misconduct; Higher Education; AI Detection; EdTech.
  topic: keywords
creator: Roopika
creator: Ayushi Arora
rights: Copyright (c) 2026 Canadian Journal of Marketing Research https://creativecommons.org/licenses/by-nd/4.0
date: 2026-04-09
publication date: 2026-04-09
starting page: 46
ending page: 54

Evaluating National Rural Health Mission via critical lenses: Human Resources, Services, Infrastructure and Community knowledge
type: item
description: Public health management plays a critical role developing and maintaining a healthy workforce for persistent economic development by making adequate contribution to human capital formation. Public health policy plays a significant role. Globally, nations contribute significant amount in developing health facilities for masses. Since implication of health policies largely affect the general public, it is significant to evaluate performance of health policies. In Indian context National Rural Health Mission (NRHM) is amongst the most comprehensive policy being implemented and its performance evaluation is critical from various aspects amongst which factors like human resources, services, infrastructure and community knowledge play a significant role. This paper is an attempt to build a model to understand amongst these factors which one have unique contribution in evaluating performance of NRHM.
subject: Articles
  topic: section
subject: National Rural Health Mission (NRHM), Public Health Policy, Health System Performance Evaluation, Human Resources and Infrastructure in Healthcare, Community Awareness and Health Services.
  topic: keywords
creator: Dr Shivani Dutt
creator: Dr Praveen Kumar
rights: Copyright (c) 2026 Canadian Journal of Marketing Research https://creativecommons.org/licenses/by-nd/4.0
date: 2026-04-09
publication date: 2026-04-09
starting page: 36
ending page: 45

Navigating Media Ethics in the Era of Emerging Digital Technologies
type: item
description: This rapidly changing digital world of information production, distribution, and consumption has had a major impact on the global media scenario. The newly emerging digital media technologies, such as artificial intelligence, big data analytics, algorithmic content curation, automation, and social media technologies, not only democratized communication but also brought about various ethical challenges. These various ethical challenges of misinformation, data privacy, algorithmic bias, editorial responsibility, and lack of public trust are more critical in the backdrop of digitally diverse societies like India. The digital change of media has had a major impact on the discourse of public communication, transmission of information, and freedom of speech. The digital media not only enhanced the accessibility of information but also brought about various ethical challenges of hate speech, misinformation, cyberbullying, data privacy, and government overreach.Keeping this background of the Indian Constitution in mind, this article attempts to explore the dynamics of free speech and control of the media from a legal and ethical point of view. The study focuses on the balancing role of free speech and social responsibility by discussing various media regulations, newly emerging regulations, limitations of section 19(2), and constitutional guarantees of section 19(1)(a). The present paper critically examines the ethical issues with regard to digital transformation in the field of mass communication with the help of theoretical perspectives, research studies, and policy analyses. In this regard, the present study makes an assessment of the adequacy of the present media ethical theories with the help of an extensive review of global and Indian literature with the objective of highlighting the gaps in the regulatory environment of digital media operations. The present study offers a comprehensive ethical governance framework based on the principles of multi-stakeholder accounta…
subject: Articles
  topic: section
subject: Digital Transformation, Media Ethics, Emerging Media Technologies, Artificial Intelligence, Digital Governance, Mass Communication.
  topic: keywords
creator: Ms. Smiti
creator: Dr Abhishek Dubey
creator: Dr Atul Kumar Mishra
creator: Dr Mehak Pandit
rights: Copyright (c) 2026 Canadian Journal of Marketing Research https://creativecommons.org/licenses/by-nd/4.0
date: 2026-04-09
publication date: 2026-04-09
starting page: 31
ending page: 35

Blockchain Adoption and the Changing Landscape of Financial Accounting: Implications for Accountability and Sustainable Business Practices
type: item
description: Purpose: Decentralized Finance is the nascent technology which is transforming the global financial landscape. The purpose of this study is to understand the impact of blockchain technology adoption in financial sector of India strengthening Business Transparency, CyberSecurity and ESG reporting. Design/Methodology/Approach: Exploratory-cum descriptive research approach is used to achieve the research objective. 381 accountants and information technology professionals of metropolitan cities of India are surveyed through questionnaire by applyingPurposive and Snowball technique and the analysis was done using SPSS and AMOS-24. Findings: The results of the proposed study revealed that the antecedents of extended UTAUT model showed positive relation in predicting the Transparency, Security and ESG reporting while adopting blockchain technology in financial accounting with the mediating impact of initial trust and the moderating impact of interoperability was insignificant. Practical Implications: Economic development of a country is dependent on good governance, Adoption of Blockchain Technology is important for the economic development and good governance as it enhance transparency and reduce corruption in country. Originality/Value: This study explores the financial sector and shed light on adoption of blockchain which plays an important role in enhancing the business transparency, security and ESG reporting.
subject: Articles
  topic: section
subject: Blockchain Technology, Transparency, UTAUT, Accounting, Interoperability.
  topic: keywords
creator: Tanisha Vaishnav
creator: Dr B. B. Singla
rights: Copyright (c) 2026 Canadian Journal of Marketing Research https://creativecommons.org/licenses/by-nd/4.0
date: 2026-04-09
publication date: 2026-04-09
starting page: 20
ending page: 30

Social Media Advertising and its Effect on Purchasing Behaviour of Working Women in Coimbatore City
type: item
description: This study examines the influence of social media advertising on the purchasing behaviour of working women in Coimbatore city. With the rapid expansion of digital platforms, social media has become a powerful marketing tool that shapes consumer attitudes, preferences, and purchase decisions. The study investigates how different dimensions of social media advertising such as informativeness, entertainment, credibility, interactivity, and personalization influence the purchasing behaviour and satisfaction levels of working women. Primary data were collected through a structured questionnaire using a five-point Likert scale from a purposive sample of 412 working women in Coimbatore city. The questionnaire gathered demographic information along with respondents’ perceptions regarding social media advertisements and their impact on purchasing decisions. Data analysis involved descriptive statistics, reliability and validity testing, and Structural Equation Modeling (SEM) to examine relationships among variables. The findings reveal that social media advertising significantly influences purchasing behaviour, with informativeness and credibility emerging as the strongest predictors. The study provides valuable insights for marketers and organizations seeking to effectively target working women through digital marketing strategies. The results highlight the growing importance of social media platforms in shaping modern consumer behaviour and satisfaction.
subject: Articles
  topic: section
subject: Social Media Advertising, Purchasing Behaviour, Working Women, Consumer Satisfaction, Structural Equation Modeling.
  topic: keywords
creator: Ms. V. Sindhu
creator: Dr S. Gnana Sugirtham
creator: Mythily R
creator: Ms. S M Khavya
rights: Copyright (c) 2026 Canadian Journal of Marketing Research https://creativecommons.org/licenses/by-nd/4.0
date: 2026-04-08
publication date: 2026-04-08
starting page: 14
ending page: 19

AI Paper Strengthening Transparency: A Review of the SBO Framework and AML Regulations in India
type: item
description: The paper is a critical review of the complex nexus relating to the Significant Beneficial Owner framework, as well as the anti-money laundering laws of India, and in particular, the Prevention of Money Laundering Act 2002. It discusses how the statutory provisions of the PMLA even after it has been amended multiple times have encountered interpretative issues which impact its effectiveness in fighting financial crimes as well as providing economic stability. Specifically, the paper investigates the judicial interpretations, notably those arising from cases like Vijay Madanlal Choudhary v. Union of India, that underscore the persistent complexities in defining beneficial ownership and applying anti-money laundering regulations. The present review also addresses the legal intent of the SBO framework being incorporated in the Indian legal framework, what opportunities the approach has in the context of making corporate organization more transparent and avoiding the risks of the opaque character of ownership. The discussion extends to how these judicial pronouncements, along with others such as Pankaj Bansal v. Union of India, necessitate a re-evaluation of the key provisions within the Prevention of Money Laundering Act. The paper also examines the impact of the postulations of the financial action task force on beneficial ownership transparency on the Indian regulatory system and specifically in the financial services sector.
subject: Articles
  topic: section
subject: Money Laundering, Significant Beneficial Owner, PMLA, Corporate Transparency, Financial Crimes, India.
  topic: keywords
creator: Meenu Maheshwari
creator: Prof. (Dr) Ankita Nirwani
rights: Copyright (c) 2026 Canadian Journal of Marketing Research https://creativecommons.org/licenses/by-nd/4.0
date: 2026-04-06
publication date: 2026-04-06
starting page: 8
ending page: 13

AI Paper Criminal Law Approaches to Protecting IPR in E-Commerce: Implications for Consumer Trust and Market Regulation
type: item
description: The explosive growth of e-commerce has revolutionized the global markets in the retailing aspect but has also added the sensitiveness to infringements and misuse of intellectual property laws and rights by much counterfeit, piracy and even violation of trademarks. The impact of these systemic violations is a serious blow of the consumer confidence, competition of the market, and the economic harm to the real businesses. A strict discussion of the criminal law options to protect IPR online markets is identified and a critical analysis of the options relating to how they could enhance confidence among consumers and enhanced market control is given in this paper. The paper disaggregates the enforcement practices, severe criminal sanctions and decentralized approaches of the regulation within big jurisdictions by use of a doctrinal legal approach and a pragmatic added value with the assistance of the secondary statistical materials. The findings show that, with proper protection of crime and responsibility of platforms with advanced technologies to monitor and view them, there will be a notable decrease in the instances of online IPR infringement, and, as a consequence, the trust of consumers will be restored, and more healthy markets within the online environment will be formed. In addition, the paper will focus on the way artificial intelligence is changing and improving the sole intention of detecting and preventing infringement in e commerce back-ends with regard to its efficiencies and the emerging challenges. Specifically, the paper examines the multidimensionality of the interaction between AI algorithms and intellectual property in the e-commerce setting, in which the personalization of ownership and responsibility of AI-generated content will be ambiguous.
subject: Articles
  topic: section
subject: Intellectual Property Rights, E-Commerce, Criminal Law, Counterfeiting, Consumer Trust, Market Regulation.
  topic: keywords
creator: Sagar
creator: Dr Shilpika Pandey
creator: Mr. Abdul Hajik Ansari
creator: Ms. Shaliha Bee
creator: Mr. Yogesh Chandra Gupta
rights: Copyright (c) 2026 Canadian Journal of Marketing Research https://creativecommons.org/licenses/by-nd/4.0
date: 2026-04-03
publication date: 2026-04-03
starting page: 1
ending page: 7

AI Paper Political Leader Image and its Role in Shaping India’s Global Country Image During Periods of Geopolitical Uncertainty
type: item
description: A nation is represented by its leading political figures. The nation is affected by every move made by the political figurehead. Research on how the perceptions of political leaders affect those of their home nations is lacking. Our study examines for the first time how a political leader's image affects the image of their home country, even though prior research suggests that a political leader may have significant influence in bringing benefits to their nation. Initially, a qualitative study is done using focus groups. Then, 322 respondents from various Indian cities are given a questionnaire as part of a quantitative study. Three crucial leader traits—leadership, competence, and integrity—are defined by factor analysis. Four characteristics are also used to categorize a nation's image: values and ethics, the socioeconomic-political system, aesthetics, and belongingness. The findings indicate that the perception of a nation is significantly influenced by the image of its political leaders. Additionally, different aspects of a political leader's image have different levels of influence on the image of the nation; competence has the biggest effect on the country image, followed by leadership and integrity.
subject: Articles
  topic: section
subject: political leader image, country image, competence, integrity, leadership, belongingness, aesthetics.
  topic: keywords
creator: Dr Sandeep Bhanot
creator: Prof. Charmi Jigar Gala
creator: Prof. Divya Mohan Bansari
creator: Dr Madhuri Kadam
rights: Copyright (c) 2026 Canadian Journal of Marketing Research https://creativecommons.org/licenses/by-nd/4.0
date: 2026-03-31
publication date: 2026-03-31
starting page: 125
ending page: 136

Responsible AI Data Architecture: Embedding GDPR and PII Compliance into MLOps Pipelines at Enterprise Scale
type: item
description: Data retention, usage, and protection are often at odds with the speed, agility, and scale of machine learning operations (MLOps) systems, burdening organizations with risks, penalties, and security breaches. To resolve this contradiction in the context of enterprise-scale MLOps at a global financial services institution, a data architecture design is proposed that embeds General Data Protection Regulation (GDPR) and personally identifiable information (PII) compliance into the design and governance of data pipelines and data used in model training and inference. The recommendations are grounded in GDPR principles and requirements, as well as PII management best practices. Closely integrated with the data lifecycle and with clearly assigned accountability, these recommendations enable compliance mandates to become a natural by-product of MLOps, guardrails for ethical production AI, and ultimately a competitive differentiator. AI is increasingly used in critical social functions—in finance, healthcare, law enforcement, and the provision of essential services—often with significant real-time consequences for individuals. Misuse, malfunction, and bias in these systems can therefore have catastrophic consequences, and these concerns have spurred the introduction of regulations and proposed laws that demand adherence to foundational principles of transparency, equity, accountability, and social benefit. With the United Nations projecting that at least 3 billion people will be covered by AI regulations by 2024, it is essential that organizations adopt these principles consistently and at scale in the training and operation of machine-learned models.
subject: Articles
  topic: section
subject:
  topic: keywords
  value: Artificial Intelligence; Data Pipelines; Data Discovery; Data Protection; Data Security; Data Governance; Enterprise Architecture; MLOPs; Engineering; People; Processes; Technology; Policy; Regulation; GDPR; Personally Identifiable Information; Compliance; Data Governance; Responsible; Privacy; Auditing; Notifications; PII; PCI; CCPA; PIPEDA; ISO; IEC; ML; Machine Learning; Enterprise MLOPs; Development; Operations; Implementation; Design; Management; Automation; Research; Modelling; Testing; Training; Auditability; Explainability; Visualisation; Monitoring; Risk Management; Assessment; Legal; Andisit; Requirements; Procedures; Guarantee; Cloud; Modelling; Standards; CIF; CII; CIA.
creator: Narendra Mangala
rights: Copyright (c) 2026 Canadian Journal of Marketing Research https://creativecommons.org/licenses/by-nd/4.0
date: 2026-03-30
publication date: 2026-03-30
starting page: 107
ending page: 124

AI Paper Are Corporate Hospitals Meeting Expectations? A SERVQUAL Gap Analysis from Delhi NCR
type: item
description: Corporate hospitals in Delhi NCR are increasingly focusing on service excellence to retain and satisfy patients. An empirical study conducted across 644 respondents reveals that while service quality is generally rated positively, patient loyalty does not always mirror satisfaction. This article applies the SERVQUAL gap model to uncover nuanced dimensions of service perception versus expectation, offering actionable insights for hospital administrators. Key findings emphasize the importance of empathy, education-specific service tailoring, and emotional engagement.
subject: Articles
  topic: section
subject: Service Quality, Patient Satisfaction, Loyalty, SERVQUAL, Corporate Hospitals, Delhi NCR.
  topic: keywords
creator: Abhishek
creator: Dr Nisha Pawaria
rights: Copyright (c) 2026 Canadian Journal of Marketing Research https://creativecommons.org/licenses/by-nd/4.0
date: 2026-03-28
publication date: 2026-03-28
starting page: 104
ending page: 106

Crowd Funding – Entrepreneurial Finance for Participative Sustainable Development: Concept, Functioning and Challenges
type: item
description: Crowdfunding is a revolutionary and transformative alternative method of financing small businesses. It is an alternative financial mechanism involving the pooling of resources by several people including the general public. A wide range of not-for-profit entrepreneurial ventures have emerged as viable and alternative options in the entrepreneurial ecosystem. It is a non-traditional method of generating money using social media platforms like Facebook, LinkedIn and various other social media sites which have created significant interest among people who are keen on community and contribution-based crowdfunding. Crowdfunding not only enhances digital financial inclusion but also supports environmental sustainability and encourages financial innovation. As a source of micro-financing, it serves as a support and supplementary system for fundraising and enhances social capital through collaborative resource mobilisation. It is an effective alternative to traditional institutional finance, avoiding excessive interference of regulatory bodies and restrictions, which often acts as irritants. The present research, using available literature and empirical data, attempts a scholarly introspection into the concept of crowdfunding. Through theoretical literature, we will look into emerging concerns and challenges that this mode of financing presently is facing. This paper provides a possible road map for future research while investigating the prevalence of crowdfunding in a developing country like India. This study will help potential investors, organisations and entrepreneurs to gain valuable insights into various aspects of crowdfunding and how it can be mobilized and utilized through online platforms. This paper also looks at how social resources could be used for creative or artistic pursuits and businesses that centre around community development. Crowd funding can become a major contributor to sustainable development and can lead to better utilisation of funds which woul…
subject: Articles
  topic: section
subject: Crowdfunding, Financial inclusion, Challenges, Entrepreneurial Funding, Sustainable Development, Digital Inclusion.
  topic: keywords
creator: Prof. (Dr.) Anil Sardana
creator: Dr. Pooja Talwar
rights: Copyright (c) 2026 Canadian Journal of Marketing Research https://creativecommons.org/licenses/by-nd/4.0
date: 2026-04-03
publication date: 2026-04-03
starting page: 128
ending page: 135

AI-Driven Consumer Journey Optimization, Consumer Experience, Engagement, and Their Impact on Brand Loyalty: A Case Study Based Conceptual Model
type: item
description: As the number of businesses that make use of AI tools in their marketing activities increases, the manner in which businesses attempt to optimize their consumer journey has changed significantly. The role of AI tools in the marketing field is to help businesses view a significant amount of consumer information and make their interactions with the consumer more personalized over a wide range of consumer touchpoints. For the new digital economies, such as India, where there has been significant growth in the availability of digital platforms and access to the internet, AI is a significant tool in the improvement of consumer experience and in creation of long-term relationships between businesses and their consumers. This research paper aims to establish a conceptual model through the utilization of a case study to examine the relationship between artificial intelligence in consumer journey optimization, consumer experience, consumer engagement, and brand loyalty within the Indian market. The paper will rely on existing literature on the utilization of artificial intelligence tools in marketing, consumer experience management, and relationship marketing to explain the manner in which artificial intelligence tools can enhance the experience of the consumer and boost their engagement. The paper uses secondary data and does a conceptual study of AI and its application in the marketing functions of India, using examples of digital platforms in India as a case study. The findings of the paper reveal that when AI is used to improve the consumer experience, it makes the consumer experience better as it offers personalized recommendations, quicker responses, and decision-making based on data. Improving the consumer experience results in consumer engagement, which in turn helps create brand loyalty and motivates consumers to make repeat purchases. The paper contributes to the marketing literature as it offers a way of thinking about how AI influences consumer relations in new m…
subject: Articles
  topic: section
creator: Parth Balyan
creator: Nandini Agarwal
creator: Prafful Attray
creator: Pallavi Singh
creator: CA Neeta Sahu
rights: Copyright (c) 2026 Canadian Journal of Marketing Research https://creativecommons.org/licenses/by-nd/4.0
date: 2026-03-26
publication date: 2026-03-26
starting page: 84
ending page: 95

Societal Impact of Marketing Research: A Comprehensive Analysis Using Altmetric Indicators
type: item
description: Marketing research has also found its way into the larger society where it has gained more influence, but where quantification of influence is difficult to do. In this paper, the author investigated the circulation of marketing scholarship on the digital platform and evaluates altmetric indicators of 11 top marketing A* ABDC indexed journals based on the information gathered on eighteen sources of online attention sites such as social networks, news outlets, policy documents and repositories of knowledge. Altogether 86,392 mentions connected to publish research outputs. It is interesting to note that through the analysis, concentration of attention is seen to be significantly absorbed within a limited number of communication channels. The X social media platform alone has 39,710 mentions (45.96%), 26,371 mentions (30.52%) are counted in the news media. Combined, these two sources contribute to over three quarters of all documented on-line interactions, which implies that more frequently marketing research spreads to broader audiences via the quick dissemination of information through the social media and the news coverage of the journal world. The same is the case on the journal level. The Journal of Consumer Research is the leader with 24,394 mentions (28.24%), then here are the Journal of Marketing and the Journal of Marketing Research, which shows that they have a significant influence on the overall publicity of marketing scholarship. The correlation analysis of the output of publishing and online attention shows that there are only weak relationships among them, which means that the increase in volume of publications does not always correspond to the increase in the attention of the society. Rather, separate articles, that represent relatable content (like consumer spending behaviour or sustainability), are likely to get substantial engagement. Altogether, the results indicate the existence of a different dimension of research impact, which is represented by al…
subject: Articles
  topic: section
creator: Rajesh Memane
creator: Dr. Sagar B. Khatale
creator: Asmita Patil
creator: Dr. Hemant F. Jadhav
creator: Dr. Nitin M. Chaware
creator: Gorakh B. Shelke
rights: Copyright (c) 2026 Canadian Journal of Marketing Research https://creativecommons.org/licenses/by-nd/4.0
date: 2026-03-26
publication date: 2026-03-26
starting page: 74
ending page: 83

Regulating Dark Patterns in Digital Marketing: A Comparative Review of Consumer Protection under the Digital Personal Data Protection Act, 2023 and the General Data Protection Regulation
type: item
description: The present paper is a critical analysis of the regulatory framework of the Digital Personal Data Protection Act, 2023, in India and the General Data Protection Regulation of the European Union in terms of combating the widespread dark patterns in digital marketing. These misleading designs of user interface take advantage of cognitive bias and push consumers toward unwanted behavior such as unnecessary purchase or subscriptions, compromising consumer autonomy in the digital market. The linked comparison below will outline the differences in conceptual approaches to the manipulation immersed in the dark patterns of these two unique legislative tools across the data protection and consumer rights domains. Particularly, it will discuss the extent of harm as defined in each framework and evaluating their effectiveness in addressing individual and social evil that emerges out of such manipulative acts. In addition, the review will examine the extent in which the various laws define the term dark patterns and in what implementation contexts the different aspects of the laws address more than a mere violation of direct data privacy and exploitative business activities. This involves a review of the legal framework of each jurisdiction as it attempts to resolve the natural tension between the business attitudes of maximizing customer data and ticket taking through targeted advertising, and the need to protect consumer privacy rights. The discussion will go further to establishing possible loopholes or whereby regulatory convergence may benefit global consumer protection against these emerging digital-based threats, given the fact that the availability of exploitation, as a central concept, tends to remain untheorized in consumer law.
subject: Articles
  topic: section
creator: Dr. Indra Daman Tiwari
creator: Dr. Bishnanand Dubey
creator: Dr. Kriti Singh
creator: Priyanshu Dennis Pascal
rights: Copyright (c) 2026 Canadian Journal of Marketing Research https://creativecommons.org/licenses/by-nd/4.0
date: 2026-03-20
publication date: 2026-03-20
starting page: 66
ending page: 73

Data Privacy and Targeted Advertising: Marketing Compliance under the Digital Personal Data Protection Act, 2023 in the Global Regulatory Landscape
type: item
description: The Digital Personal Data Protection Act 2023 is a groundbreaking move in the regulatory landscape of India as it creates a stronger paradigm on how the personal data processing works, which is aligned with various global regulations such as the GDPR. It is a fundamental recalibration of the relationship between corporate bodies and consumers since this legislation requires the principles of transparency, consent, and data minimization. Moreover, this legislative change is putting the digital economy in India in line with the worldwide privacy regulations, and a stringent re-consideration of algorithmic profiling and data-driven advertising patterns is necessary. In this regard, the Act requires a strict review of cross-border data transfer protocols that provide the central government with powers to introduce constraints which can explicitly affect the operational scaling of global advertising ecosystem. This means that companies should move away with the use of the traditional third-party tracking to privacy-oriented design, including first-party data architecture, to conform to the provisions of the Act in terms of purpose limitation and accountability. In particular, the presence of consent managers as part of the Data Empowerment and Protection Architecture can be used to address the problems of consent fatigue and support inter-fiduciary data flows in a secure and interoperable manner. This development has been driven by a wider move by companies worldwide towards not being dependent on cookies to track people but rather having to enter into the legal labyrinth of inter-legal work between the EU and its GDPR, the US system, and the new statutory system in India. This regulatory convergence highlights the need to harmonize the benefit -risk trade-off of online behavioral-advertising and ensure that statutory privacy protections are not overridden by the desire of developing targeted engagement.
subject: Articles
  topic: section
creator: Dr. Indra Daman Tiwari
creator: Chhaya Kumari
creator: Dr. Atul Kumar
creator: Aditi Shrivastava
rights: Copyright (c) 2026 Canadian Journal of Marketing Research https://creativecommons.org/licenses/by-nd/4.0
date: 2026-03-20
publication date: 2026-03-20
starting page: 59
ending page: 65

The Mediating and Moderating Role of Time Management Strain in the Relationship between Social Media Usage and Employee Performance
type: item
description: Social media is now embedded in day-to-day work especially in Higher Education Institutions (HEIs) yet its effects on employee performance (EP) remain unclear. This study argues that impacts of Social media Use (SMU) are indirect and conditional operating through self-regulatory costs. Using multi-stage sampling across six HEIs in Punjab (India), this study surveyed 707 employees and estimated structural equation modelling with parallel mediation and latent interaction of time-management strain (TMS) and workplace distractions (WD). The study finds that greater social media use reliably increases both strain and distractions which in turn reduce employee performance. The direct link from social media usage to employee performance is found to be negligible. The time-management and high strain further amplifies the negative association between SMU and employee performance. For stakeholders the takeaway is practical, rather than restricting platforms, HEIs should focus on better time management and reducing workplace distractions. As complete bans on social media use are unlikely to help employee performance. Employee Performance risks from Social media arise chiefly from time management strain and secondarily, cue-driven distractions in workplace. Leaders should prioritize time-management standards (protecting focused time-blocks, meeting hygiene’s, clear response-time expectations) and distraction’s hygiene during work-hours.
subject: Articles
  topic: section
creator: Aman Mittal
creator: Roopali Batra
rights: Copyright (c) 2026 Canadian Journal of Marketing Research https://creativecommons.org/licenses/by-nd/4.0
date: 2026-03-21
publication date: 2026-03-21
starting page: 46
ending page: 58

Work-From-Home Culture, Employee Motivation, and Productivity: An Empirical Study in the Indian Context
type: item
description: This study aims to investigate if the culture of work-from-home (WFH) positively influences employees' motivation and productivity, and if motivation mediates the association between WFH culture and productivity. A survey of 120 employees in fully remote, hybrid, and mostly office-based work arrangements was conducted. WFH culture was operationalized by eight constructs: flexibility, autonomy, communication, manager support, technology support, work-life boundaries, isolation, and distractions. Reliability analysis of the constructs showed satisfactory values (WFH culture α = 1.000; Motivation α = 1.000; Productivity α = 1.000). Descriptive analysis of the data revealed moderate values of the main constructs. Correlation analysis revealed that WFH culture positively correlated with motivation and productivity. Multiple regression analysis revealed that WFH culture is a significant predictor of motivation. When motivation was included in the model, WFH culture and motivation emerged as significant predictors of productivity, indicating partial mediation. One-way ANOVA analysis to compare the productivity of employees in fully remote, hybrid, and mostly office-based work arrangements revealed no significant differences. Implications of the study for developing remote work systems and management practices to foster positive WFH culture are discussed.
subject: Articles
  topic: section
creator: Mrs. Vinitha Vincent
creator: Bandaru Sathvik
creator: Bhavanam Vidya Sagar Reddy
creator: Chaithanya KS
rights: Copyright (c) 2026 Canadian Journal of Marketing Research https://creativecommons.org/licenses/by-nd/4.0
date: 2026-03-17
publication date: 2026-03-17
starting page: 41
ending page: 45

Personalization at Scale: AI’s Impact on Retail Customer Loyalty
type: item
description: Artificial Intelligence (AI) is transforming the retail sector by enabling personalization at scale and enhancing customer engagement. AI-powered technologies such as recommendation systems, predictive analytics, chatbots, and dynamic content delivery allow retailers to analyze consumer behavior and provide highly customized shopping experiences. These personalized interactions improve perceived value, satisfaction, and trust, which are key determinants of customer loyalty. This study examines the impact of AI-driven personalization on customer loyalty in the retail industry while considering the mediating roles of customer satisfaction, trust, and perceived value, as well as the moderating effects of privacy concerns and data transparency. The research is based on primary data collected from 420 retail consumers using a structured questionnaire. Structural Equation Modeling (SEM) was employed to analyze the relationships among the study variables. The findings reveal that AI-powered personalization has a significant positive impact on customer loyalty (β = 0.42, p < .001). Furthermore, customer satisfaction and trust significantly mediate the relationship between AI personalization and loyalty. However, privacy concerns negatively moderate this relationship (β = –0.21, p < .01), highlighting the personalization–privacy paradox. The study explains 72% of the variance in customer loyalty and emphasizes the importance of ethical AI implementation, transparent data practices, and responsible personalization strategies for building long-term customer relationships in modern retail environments.
subject: Articles
  topic: section
subject: Artificial Intelligence, AI-driven, Structural Equation Modeling, Customer loyalty, Retail, Customer Satisfaction.
  topic: keywords
creator: Dr. R.S. Harish Kumar Varma
creator: Mr. P. Bala Praveen
creator: Dr Sreedhara Ramesh Chandra
creator: Dr. Nidamaluri Janardhana Rao
creator: Dr Deepti Sahoo
rights: Copyright (c) 2026 Canadian Journal of Marketing Research https://creativecommons.org/licenses/by-nd/4.0
date: 2026-03-16
publication date: 2026-03-16
starting page: 35
ending page: 40