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    Chapter and Conference Paper

    Immersive Experiences and Brand Recall in the Metaverse: A Comparative Analysis of Virtual Reality and 3D Interfaces

    In the ever-evolving digital landscape, the metaverse is resha** consumer-brand interactions within virtual and augmented realities. However, the impact of different interface technologies, such as virtual r...

    Sanjay V. Hanji, Nagaraj Navalgund… in Smart Trends in Computing and Communicatio… (2024)

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    Chapter

    Emotional Appeal in Television Advertising and Its Impact on Buying Behaviour

    Advertising is a part of the business and economy of every country. Emotional Advertising is a common factor in television advertisements. Many companies and brands tend to use a rational and emotional appeal ...

    Naveen Pol, Syed Kazim… in Intelligent Systems, Business, and Innovat… (2024)

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    Chapter

    Consumption Patterns Among Employees of IT and ITES Sectors

    Modern society strongly emphasizes consumerism as a central trait of materialism, with individual status often gauged by possessions. The IT profession, sought after by educated youth, offers enticing prospect...

    Devarajanayaka Kalenahalli Muniyanayaka… in AI in Business: Opportunities and Limitati… (2024)

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    Chapter and Conference Paper

    A Study to Assess the Effectiveness of Advertisements Specifically Focusing on Soft Drinks in the City of Bengaluru

    The objective of this research paper is to assess the effectiveness of advertisements that specifically target soft drinks in the urban context of Bengaluru. The study aims to examine the impact of these adver...

    Syed Kazim, Naveen Pol, K. P. Jaheer Mukthar… in Technology and Business Model Innovation: … (2024)