A MACHINE LEARNING FRAMEWORK FOR EVALUATING CONSUMER PERCEPTIONS OF AI-GENERATED INFLUENCERS COMPARED TO HUMAN INFLUENCERS IN BRAND PROMOTION
The growing popularity of AI-generated virtual influencers on platforms like Instagram, TikTok, and YouTube has brought about changes in digital marketing through scalable and controllable promotion strategies for brands. Unfortunately, there is still a lack of quantitative models to help compare and measure consumer perceptions about AI-generated ...
By P. Saravanan, V.M. Shenbagaraman, Saravanan Devadoss, N. Arunfred
POST-MERGER INTEGRATION STRATEGIES AND THEIR INFLUENCE ON EMPLOYEE ADAPTABILITY AND ORGANIZATIONAL RESILIENCE IN THE IT SECTOR: A STRUCTURAL MODEL APPROACH
Mergers and Acquisitions (M&A) have been found to be one of the major strategies used in achieving growth, innovation, and competition within the IT industry. Nonetheless, most of the previous studies have focused either on the impact of M&As from the point of view of financial performance or the perspective of employees. The current resear...
By Madhan Shanmugasundaram, P. Saravanan, V. M. Ponniah