In this study, we examined the influence of users’ experiences with the unified payments interface (UPI) system on the usage behavior of central bank digital currency (CBDC) in India. Our research developed a novel conceptual framework that investigated the relationships between technology, cognitive factors, and behavioral intentions towards CBDC use. The framework integrated UPI usage experience as a moderator within existing models of behavioral intentions and use behaviors. We collected data through a survey conducted in major Indian cities during the pilot launch of CBDC. By utilizing a partial least squares structural equation model (PLS-SEM), we analyzed the proposed model and the relationships between the constructs. Our findings revealed the significant impact of hedonic motivation and performance expectancy on users’ behavioral intentions towards CBDC. Social influence also played a significant role in CBDC usage. Furthermore, we identified that prior UPI usage negatively moderated the relationship between performance expectancy and behavioral intention, as well as the relationship between social influence and use behavior. However, prior UPI usage did not significantly moderate the relationships between perceived risk, hedonic motivation, behavioral intention, and use behavior. These findings contribute to our understanding of the factors influencing CBDC adoption and usage behavior in India.

The practice to maintain or build relationships with various people of different cultures is defined as cultural marketing. The more meaningful the relationships are built with customers, the more it helps to grow the brand of the company. With the advancement of digital gadgets, cultures got affected positively. Marketers seek the help of various characters belonging to different cultures for shooting ads regarding promotions of products. While designing ads for promotions, marketers must observe recent trends of cultures to make their promotion ads successful. The motive behind doing this is to impact people from different traditions. This strategy has a positive impact on people to influence them in a shorter period. Cultures are the beliefs of people and marketers should pay more attention to them when designing any product or any strategy to promote the product. Culture affects consumers' lifestyles, so brands do focus on them to win their confidence that brands are well-versed with the demands of their customers and want a long-term relationship.

A novel chance to expand reach and interact with others in a virtual environment exists thanks to the metaverse, a new and developing technology. Businesses have a lot of opportunity to use the metaverse as a brand stretching, as celebrities and other people have already started to do. Before using the metaverse for marketing and branding, there are a few potential disadvantages that must be taken into account. To fully grasp the possibilities of this new technology, this study will attempt to comprehend how people and celebrities can use the metaverse as a brand stretching. Additionally, in order to comprehend the possible advantages and disadvantages of this new technology, this research will examine the consequences of employing Metaverse as a marketing and branding tool. In the end, this research will offer perceptions on how organisations and people might use Metaverse to broaden their reach and interact with others in a virtual world.

Technology has always been behind the paradigm shifts in the business. The businesses have seen their growth by marketing their product through TV, which was considered to be salesman at home that is going to provide all the information. With the advancement in the telecommunication system that has seen a major shift. With the launch of mobile phone things became very easier for business communication. Later with android and iOS introduction everything took by storm. Now most of the viewing is on mobile rather than TV. This research paper highlights the importance of use of mobile based technology to cater the better needs of the consumers. This paper highlights the various upcoming model to cater the market based on the upcoming technologies. This paper shows how the technology is helping the companies in attracting the customers.

Technological developments have advanced significantly. Augmented reality and virtual reality are emerging technologies and rapidly gaining popularity. Augmented reality combines the virtual world with real environment using digital visual elements, sound, or other sensory stimuli delivered via technology and creates an interactive experience. Virtual reality creates a 3D-simulated immersive environment. AR and VR are two sides of a coin. Virtual reality replaces what people see and experience whereas augmented reality actually adds to it. The study aims at understanding applications of augmented reality and virtual augmented technologies for optimizing customer engagement and challenges in implementing these technologies for developing customer engagement. The study being conceptual in nature is based on secondary sources. Efforts have been made to collect literature from every possible source including websites, journals, books, theses, etc.

The paper highlights about the Business to Business Scenario in India mainly in terms of the status of contract manufacturing approach. This work also tries to find the role & importance of contract manufacturers in the Indian Industry. The impact of various factors like regulatory pressure, industry competition, change in patent regime & labour cost arbitrage is also looked upon. The paper highlights the need for contract manufacturing in this particular sector for domestic & international sales. The paper concludes by emphasizing on the fact that the industry is in growth stage and if it is able to integrate various growth factors, it’ll be one of the most promising sectors in India.