Author

K. Subathra

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Review Open access Sep 2026

Digital Marketing Intelligence and Consumer Behavior Analytics for Enhancing Global Brand Management Strategies

Companies are increasingly seeing consumers signal their preferences with constant clicks, likes, shares, and purchases across search, social, mobile, and commerce channels an environment in which global brands are competing for the consumer voice. Even with this transition to digital, numerous companies still rely on...

K. Subathra, S. S. Kumar · Global Perspectives in Manag... · 0 citations

Review Open access Sep 2026

ROLE OF SOCIAL MEDIA ENGAGEMENT METRICS IN SHAPING CUSTOMER PERCEIVED VALUE AND REVISIT INTENTION IN BUDGET HOTEL SEGMENTS

Background: The social media engagement has become a crucial ingredient of customer perception in the hospitality industry, especially in budget segments where online reviews make a lot of difference in their decision-making. By understanding the impact of engagement metrics on perceived value and revisit intention, ho...

J. Martina, S. S. Kumar, K. Nazni et al. · Archives for Technical Scien... · 0 citations

Open access Sep 2026

THE IMPACT OF SOCIAL MEDIA ON GENERATION Z CONSUMERS' PURCHASING DECISIONS THROUGH SOCIAL INFLUENCE TRUST MECHANISMS AND PRODUCT PROMOTION

The rapid development of social media commerce has changed online shopping behavior with the incorporation of social interaction, user-generated content, and digital marketing in e-commerce platforms. Social commerce has made Generation Z one of the largest user groups, yet little research has been done on the combined...

Yu-Yang Wang, S. S. Kumar, K. Subathra et al. · Archives for Technical Scien... · 0 citations