Marketing in the Digital Age: Navigating Disruptions and Embracing Innovations

This book presents a comprehensive compilation of abstracts submitted to MICA ICMC 2025, the 11th edition of the International Communication Management Conference. The event took place from January 7th to 8th, 2025, and was hosted by MICA-Indias premier institute for Strategic Marketing and Communication. Held annually, the International Communication Management Conference brings together scholars, practitioners, and industry experts from around the world to explore and discuss contemporary issues in marketing, communication, media, and related domains.

The theme for MICA ICMC 2025 was "Marketing in the Digital Age: Navigating Disruptions and Embracing Innovations." This theme reflects the rapidly evolving nature of the global marketing and communication landscape, shaped by digital transformation, technological disruption, and changing consumer behaviors. The conference invited diverse perspectives on how organizations and marketers can not only cope with disruption but also leverage innovation for sustainable success.

The abstracts included in this book showcase a wide range of research areas, including digital marketing strategies, consumer behavior analytics, artificial intelligence in branding, social media engagement, and ethical considerations in data-driven marketing. These contributions represent cutting-edge thinking and offer valuable insights into the future of marketing in a tech-enabled world. Together, they form a rich knowledge base for academics, students, and professionals striving to understand and shape the future of digital marketing.