Dear Author,

Since 2015, Shri Dharmasthala Manjunatheshwara Institute for Management Development (SDMIMD) has organized Marketing conferences, which have witnessed participation from researchers, consultants, academicians, and students, from India and abroad. This is the 6^th year of foraying into the international level of the conference, as we witness the 6^th International Marketing Conference, with the theme – “6th International Conference on Marketing in the AI Era – Marketing 5.0 – Reshaping Global Marketing” on 17^th January 2025, under the aegis of BCIC SDMIMD Centre for Excellence in Management Studies.

Due to the rapidly evolving digital world, the internet has changed marketing for the better. The emergence of new technologies, social media platforms, and changing consumer behaviour have presented both opportunities and challenges for marketers. This conference’s objective was to emphasize and delve into the opportunities and challenges posed by digital transformation in marketing to ensure sustainable success for businesses. Papers were invited from academicians, management practitioners, consultants, research scholars, and students to contribute their write-ups and papers on various marketing topics. We received an overwhelming response from all sections of participants to contribute to the dialogue on new age marketing.

Here we are bringing out the Edited Volume of Research Papers presented at the said conference. We sincerely thank all the paper contributors and participants who have made this publication a reality. We express our sincere gratitude to the Management of SDME Trust; Dr. Lt. Col. S.N. Prasad, Director, SDMIMD for providing us with the platform, encouragement and support in this academic endeavour. The organizing Committee members –Dr. Nanda Kishore Shetty, Associate Professor – Marketing, Dr. S. Saibaba for their support.

Warm regards,

Editorial Board – International Marketing Conference 2025

Editorial Board :

Dr. Lt. Col. S.N. Prasad
Conference Chief Patron
Director, SDMIMD, Mysuru

Dr. Keerthan Raj
Conference Chair
Associate Professor – Marketing, SDMIMD, Mysuru

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Conference Papers

Paper Number	Title of the Paper	Author 1	Author 2	Author 3	Author 4
IMC2502	The Transformative Impact of Artificial Intelligence in Marketing: Enhancing Efficiency, Customer Satisfaction, and Sustainability	Rajesh Gotur	Vandana Bhat
IMC2503	Ethics in AI Marketing: Balancing Innovation with Consumer Privacy	G. Jothi	Sinu M
IMC2504	A Decade of Political Marketing Research (2014-2024): A Bibliometric Analysis of Trends, Themes and Impact	Akash Deep	Krishna Koppa
IMC2505	A Bibliometric Analysis of Adversarial Deep Learning Applications in Next Best Action Marketing	Yajikumar E M	Krishna Koppa
IMC2507	Leveraging Mobile Apps and Wearable Technology to Transform Airport Services	Vaibhav Goutham Suresh	Somasundaram Gopal	Karthik Kudkuli
IMC2509	Marketing 5.0 Is it Suitable for the Marketing of Finance Products?	Er. Somashekara M S
IMC2512	Case study :Optimal Pricing Strategy for a company selling Biscuit Products Using AI	Kiran Sathyanarayan
IMC2513	Augmented Reality Brand Experience in Banking Industry	Neethu Suraj
IMC2518	Marketing in the AI Era: Marketing 5.0 – Reshaping Global marketing	Dhanalakshmi
IMC2520	Marketing strategies for the digital world: A case study of news channels in Kerala	Christy Abraham
IMC2521	Green or Without Green: The Influence of Green Marketing In Hotel Industries of Mysore	Harshitha Mallik	Divya L	Chandana
IMC2523	Neuromarketing: An Emerging Trend in the Modern Realm of Marketing	Deepak J	Mithunraj B
IMC2524	Customer’s Backlash on the Zomato “Pure Veg-Mode” and “Zomato Pure-Veg Fleet”: A New Online Food Delivery Services Launched by Zomato Targeting the Pure Vegetarian Customers in India	B. Shafiulla
IMC2525	From Intention to Action: The Impact of Augmented Reality (Virtual Try-On) on Beauty Product Purchases in Nykaa Online Beauty Store	Nalini Palaniswamy	Muruganandam Duraiswamy
IMC2527	Comprehensive Automated Solution For Detecting Ambulances In Real-Time	Kavya AM	Yojana K S	Naveen T	Neha Mohandas Kharvi, Chinmaya K and M Anirudh Kamath
IMC2529	The Sustainable Development Goals Aligned Investments on the Profitability of Indian Banking: An Examination of Sustainable Financing	Aluregowda	Krupa B N
IMC2530	Impact of Quality of Digital Marketing on Customer Engagement	Kavya P S	Chitramani. P
IMC2531	AI-Embedded Digital Marketing Processes – Addressing Key Queries from the Perspective of SMEs	Abinaya. P	Chitramani. P	Kavya P S
IMC2533	An Analysis of Stress Level and Stress Management of Swiggy Online Food Delivery Executives while supply of food to customers in Mysuru	Dhamayanthi P T	Sukanya R
IMC2534	Behavioural Biases, Financial Literacy and Investment Decision Quality: Evidence from Individual Investors	Gunith N S	Sangamesh Hugar