Message from Editorial Board
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 7th year of foraying into the international level of the conference, as we witness 7th International Conference on “Technology and Transformation in Marketing: Advancing Purpose, Performance, and Personalisation for Impact, on 23rd January 2026. under the aegis of BCIC SDMIMD Centre for Excellence in Management Studies.
The conference “ Technology and Transformation in Marketing: Advancing Purpose, Performance, and Personalisation for Impact” seeks to explore the evolving role of marketing in an environment characterized by technological changes, innovation, transformation and ever-evolving customer expectations. It aims to serve as a platform for scholars, practitioners, and industry leaders to engage in critical dialogue around how emerging technologies—such as artificial intelligence, data analytics, automation, and immersive media—are redefining the purpose of marketing in both global and local contexts. Discussions will centre around enhancing performance metrics through data-driven decision-making and tailoring personalised experiences that resonate with increasingly diverse and demanding consumer segments. As firms navigate algorithmic personalization, real-time analytics, generative content, and new channels of engagement, the need to balance data-driven decisions with human empathy and strategic foresight has never been more critical.
This interdisciplinary platform invites scholars, academicians, practitioners, entrepreneurs and policymakers to delve into the opportunities and challenges of marketing in an AI-first world. The conference will focus not only on technological disruption, but also on the strategic innovation, consumer insight, and real-world impact that define modern marketing excellence. With a rich blend of keynote addresses, panel discussions, paper presentations on related themes that can also be insights based on case studies, original thoughts and perspectives and workshops this event offers an ideal forum to exchange ideas, showcase research, and foster collaboration between academia and industry. We invite academicians, researchers, doctoral scholars, industry professionals, marketing specialists, entrepreneurs and policymakers to submit original contributions. Submissions may be conceptual, empirical, or applied in nature, and should offer fresh perspectives on marketing’s expanding boundaries.
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, Associate Professor – Marketing for their support.
Warm regards,
Editorial Board – International Marketing Conference 2026
Editorial Board :
Dr. Lt. Col. S.N. Prasad
Conference Chief Patron
Director
SDMIMD, Mysuru
Dr. Keerthan Raj
Conference Chair
Associate Professor – Marketing
SDMIMD, Mysuru
Conference Papers
| Paper Number | Title of the Paper | Author 1 | Author 2 | Author 3 |
|---|---|---|---|---|
| IMC2603 | Impact of team performance on fans loyalty | K Niranjan | ||
| IMC2605 | Decoding the Digital Consumer: A Logistic Regression Framework for Analyzing Social Media Marketing Efficacy | Ashwini A. N. | Chetan Hiremath | Rajendraprasad K. H |
| IMC2606 | Psychodynamics of Digital Behavior: Generational Change and Cultural Adaptation | P. S. Chandni | Subash Chandrabose G. | |
| IMC2607 | Technology and Transformation in Marketing: Effective feedback | G.S. Umadevi | Chandrakala N | |
| IMC2609 | Unpacking the Drivers of Brand Loyalty among Indian Premier League (IPL) Fans: A Factor Analysis Approach | Arijit Roy | Anushree Banerjee | |
| IMC2611 | Situational Intelligence: Redefining Adaptive Marketing Strategy through Human–Product Interaction Dynamics | Pragna Padmanabha | ||
| IMC2612 | Role of Micro-Influencers in Driving Sustainable Food Purchase Intention in India: A Systematic Literature Review | Sujay C | Jacob Joseph K | |
| IMC2617 | A Comprehensive Study of Brand Identity-Perception Misalignment and its Influence on Consumer Trust and Loyalty in India’s Quick Commerce Sector | Tanupriya Agarwal | Jacob Joseph K | |
| IMC2618 | An Integrated Analysis of Emotional Determinants of Consumer Brand Affection Across Brand Categories | Bhadra R | Jacob Joseph K | |
| IMC2619 | Analysing the role of social media addiction and ephemeral content in driving online compulsive buying | Prashant U. Gujanal | S.C. Patil | |
| IMC2620 | AI powered product recommendations: Impact on Brand trust and purchase intentions of Generation Z in online purchase | Nalini Palaniswamy | Muruganandam Duraiswamy | |
| IMC2621 | A Design Thinking Empathy-Phase Analysis of Logo and Tagline Influence Brand Engagement among International Gen-Z in Bengaluru | Mohnish Sabharwal | Parashurama Kamath | Nisarga M. N. |
| IMC2622 | Sustainable Digital Marketing Practices: A Strategic Approach for SMEs | Kavya. P S | Chitramani. P | |
| IMC2623 | The Impact of AI-Enabled Digital Marketing on Consumer Behaviour and Trust: An Empirical Study | Rashmi T | Siraj Basha R | |
| IMC2624 | Perception of Marketing Educators towards Neuromarketing Research in Higher Education Institutions of Kuvempu University | Usha K. | Sarala K. S. | |
| IMC2626 | Mediation Effect of E – Word of Mouth on the Impact of Satisfaction Derived Out of Product and Website Usefulness on Continuance of eWord of Mouth Regularly | S. Sathyanarayana | Pallavi R | |
| IMC2627 | An empirical research analysis of Sweet Biscuits Marketing in India and Karnataka | Padmini S. V. | ||
| IMC2628 | Exploring The Role of Web Marketing in the Promotion of Rural Entrepreneurship in Shivamogga District | Seema H. M. | Sarala K. S. | |
| IMC2629 | Work life balance and Its Impact on employee engagement-A study of hotel industry in Mysuru | Pramila R Patil | Siraj Basha R | |
| IMC2630 | Old Stores, New Rules: A Review on Traditional Retail Survival in the Digital Era | Janampally Sai Thrisha | Akanksha Aggarwal | |
| IMC2631 | User Adoption, Engagement and Retention in Digital Environments: A Systematic Literature Review | Lakshmi Sahiti | Akanksha Aggarwal | |
| IMC2632 | Green Marketing Initiatives of Major Private Sector Banks with a Special Reference to Mangalore (D.K) District | Gurudath Shenoy | Chethanraj | |
| IMC2633 | Digital Marketing Challenges in the Healthcare Sector in Mysuru District. An Empirical Study | Nishath Anjum G | Mallikarjuna N L | |
| IMC2634 | To Pay or Not to Pay: Consumer Adoption of Digital Subscription Services and the Impact of Customer Willingness to Pay (Wtp): A Study among Working Professionals | Aleena Joby | Anoo Anna Anthony |