AI and Effectiveness of Digital Advertising Ecosystems
About this ebook
The chapters in the book collectively offer a deep and multifaceted examination of AI intervention in the digital advertising ecosystem, covering a wide range of themes like advertising, telemedicine, adoption, misinformation, artificial intelligence, algorithmic coercion, digital erasure, psychosocial vulnerability, generative artificial intelligence, digital media, cultural algorithm, social media, content curation, digital ecosystem, personalized marketing, customer engagement, predictive analytics, data privacy, customer lifetime value (clv), ethical ai, conversion optimization, ai-driven recommendation systems, digital film advertising, neuromarketing, consumer behavior, cultural personalization, algorithmic transparency, consumer engagement, impulsive consumption, digital advertising, behavioural nudges, micro-segmentation, incrementality, store-visit attribution, reinforcement learning, artificial intelligence, consumer engagement, personalization, data-driven decision making, omnichannel marketing, advertising activities, predictive insights, big data, programmatic advertising, customer data, automation, personalization, machine learning, ethical literacy, automation, sustainability, energy, data, consumption, and environment.
This book aims to fill the academic and practical gap by offering a comprehensive exploration of how AI is redefining advertising strategies, reshaping consumer-brand relationships, and challenging traditional marketing paradigms. The book will serve as a comprehensive guide, blending academic insights with real-world practices and case studies, addressing both the opportunities and challenges posed by AI-driven advertising. The volume will combine theoretical perspectives, case studies, and expert insights, making it relevant for scholars, practitioners, marketers, and policy-makers.
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About the author
Dr. Manali Bhattacharya is an Associate Professor in the Department of Mass Communication at St. Xavier’s University, Kolkata. A first-class postgraduate from the University of Calcutta, she earned her Ph.D. from the University of Burdwan. With over 18 years of teaching experience, she has mentored undergraduate, postgraduate, and doctoral students, and two of her Ph.D. scholars have successfully received their degrees under her guidance.
Dr. Bhattacharya has presented her research at numerous national and international conferences, and her scholarly work has been published in reputed academic journals. She has also contributed significantly to digital education initiatives, serving as the Course Coordinator for the SWAYAM MOOC Advertising and Media, and developing multiple modules on ethnographic research and ethnographic filmmaking.
Her areas of specialization include Mass Communication Theory, Marketing Communication, Integrated Marketing Communication, Advertising, Public Relations, and Research Methodology. Her research interests focus on mass communication theory, advertising, consumer behaviour, and brand management.
In addition to her academic and research contributions, Dr. Bhattacharya has held several key administrative positions, including Head of the Department of Mass Communication and Chairperson of the Board of Studies. She has also served as Convener of various university committees, such as the Convocation Committee, Syllabus Committees for BA and MA Mass Communication, and the University Magazine Committee. She is currently the PG Coordinator and Professor-in-Charge of the Centre for Global Network and Initiatives, and a member of the PhD Departmental Research Committee.
Dr. Sayak Pal works as an Assistant Professor at the Department of Mass Communication, Faculty of Arts and Social Studies, St. Xavier’s University, Kolkata. He has a PhD in Media and Communication from Symbiosis International (Deemed University), Pune, a PGDM from the Institute of Engineering and Management in Kolkata, along with an M.A. in Mass Communication and Journalism. He has also qualified for UGC- NET in Journalism and Mass Communication. Earlier, he was associated with the Adamas University in Kolkata, NSHM Knowledge Campus in Kolkata, Ramoji Krian Universe in Hyderabad, Symbiosis School of Media & Communication in Bengaluru, and Amity University in Kolkata. He has had a brief industry stint spanning roughly four years. He is a research enthusiast and has published his research in SCOPUS-indexed, WOS, and UGC care-listed journals, along with book chapters with international publishers (Routledge and Taylor & Francis) and several peer-reviewed journals. He also has six edited books in his list that are available on Google Books, Amazon, and Flipkart. His areas of research interest lie in advertising, sustainable communication, consumer psychology, and media economics.
Assistant Professor, Department of Hospital Management, Brainware University
Assistant Professor, Department of Hospital Management, Brainware University
Assistant Professor, Department of Hospital Management, Brainware University
Associate Professor, Department of Hospital Management, Brainware University
Associate Professor, Department of Hospital Management, Brainware University
Psychology Department, Adamas University
Ph.D. Research Scholar, Journalism and Mass Communication, Department, West Bengal State University
Assistant Professor, Department of Media & Communication, NSHM Media School, NSHM Knowledge Campus, Kolkata
Associate Professor, Department of Management, Brainware University, Kolkata, West Bengal, India
Assistant Professor, Brainware University, Kolkata, West Bengal, India
PES Institute of Technology and Management, Shivamogga
PES Institute of Technology and Management, Shivamogga
PES Institute of Technology and Management, Shivamogga
PES Institute of Technology and Management, Shivamogga
PES Institute of Technology and Management, Shivamogga
Assistant Professor, Canadian International College, Faculty of Mass Communication- Radio and Television Department
Assistant professor, Galala University, Faculty of Media Production-Advertising Production Program
Researcher, Kolkata
Assistant Professor, Department of Computational Sciences, Brainware University
Research Scholar, Department of Commerce, Punjabi University, Patiala
Assistant Professor, Department of Business Studies, Punjabi University Guru Kashi Campus, Talwandi Sabo (Bhatinda), Punjab (India)
Assistant Professor, Department of Business Studies, Punjabi University Guru Kashi Campus, Talwandi Sabo (Bhatinda), Punjab (India)
State Aided College Teacher, Department of Journalism & Mass Communication, Kidderpore College, Kolkata
PhD Research Scholar, Department of Journalism & Mass Communication, Lingaya’s Vidyapeeth Deemed to be University, Faridabad
Senior Manager, Department of Branding and Promotion, Swami Vivekananda University, Kolkata
Assistant Professor in Civil Engineering, G Pulla Reddy Engineering College (Autonomous), Kurnool (A.P)
Tuna Technology
Assistant Professor, Department of Mass Communication, St. Xavier’s University, Kolkata
Professor, Indian Institute of Mass Communication (IIMC), Dhenkanal
