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Embracing Neurodiversity In The Workplace: Strategies For Human Resource Management To Foster Inclusion And Enhance Employee Well-Being, Sameer Ahmed May 2026

Embracing Neurodiversity In The Workplace: Strategies For Human Resource Management To Foster Inclusion And Enhance Employee Well-Being, Sameer Ahmed

Online Journal for Workforce Education and Development

Abstract

Objective: This literature review examines strategies for fostering the inclusion of neurodivergent individuals in the workplace with a focus on the role of Human Resource Management (HRM). Background: Neurodiversity refers to variations in neurological functioning and includes conditions such as autism, ADHD, dyslexia, dyspraxia, dyscalculia and others. Recognizing neurodiversity as a valuable form of human diversity can enhance workplace innovation and performance. Method: A comprehensive review of the recent literature on neurodiversity in the workplace was conducted by employing qualitative analysis techniques, including thematic coding, comparative analysis, and critical reflection. Results: Key findings encompass the …


Closing The Global Skills Gap: Employer Panels As Partnership Tools For Industry And Higher Education, Dean Campbell, Emily Workman May 2026

Closing The Global Skills Gap: Employer Panels As Partnership Tools For Industry And Higher Education, Dean Campbell, Emily Workman

Online Journal for Workforce Education and Development

This paper explores how employer panels function as partnership tools to close the global skills gap between higher education and industry. As workforce demands shift toward adaptability, critical thinking, and intercultural competence, institutions must prepare students with both technical and soft skills. Guided by Communities of Practice and constructivist learning frameworks, two community college case studies—a metropolitan branch campus (BCCC) and a rural college (RCC)—demonstrate how employer panels support workforce readiness. Panels engaged employers, faculty, and students in discussions informed by pre-session surveys and industry insights, highlighting skills essential for navigating a globalized economy. Outcomes show that panels foster collaborative …


Digital Transformation And Adaptive Capacity Of Banks In Tanzania: The Mediating Effect Of Knowledge Sharing, Sospeter Muchunguzi, Ulingeta O. L. Mbamba, Victor G. Wilson May 2026

Digital Transformation And Adaptive Capacity Of Banks In Tanzania: The Mediating Effect Of Knowledge Sharing, Sospeter Muchunguzi, Ulingeta O. L. Mbamba, Victor G. Wilson

Business Management Review

Amid rising competition and uncertainty, banks are increasingly adopting digital technologies to sustain adaptive capacity and competitiveness. This study examines the mediating effect of knowledge sharing in the influence of digital transformation on adaptive capacity. Drawing on an integrative theoretical framework combining the Dynamic Capability Theory, the Affordance Theory and the Adaptive Structuration Theory, a deductive approach was used, involving a sample size of forty-three (43) banks in Tanzania. Data were collected using a questionnaire administered through a drop-off and pick-up-later method and analyzed with PLS-SEM using SmartPLS software. We found that digital transformation of customer touchpoints makes banks more …


Final Practicum Thesis And Portfolio From Accy 421: Professional Development Reviewing The Economic Effects Of Maha Initiatives On Conagra Brands Financial Statements And Studies On Business Professionals, Everett B. Heuer May 2026

Final Practicum Thesis And Portfolio From Accy 421: Professional Development Reviewing The Economic Effects Of Maha Initiatives On Conagra Brands Financial Statements And Studies On Business Professionals, Everett B. Heuer

Honors Theses

The purpose of this paper is to investigate the potential legislative changes brought about by Robert F Kennedy Jr. and the “Make America Healthy Again” campaign to uncover possible financial effects to Conagra Brands’ next fiscal year. This was achieved through research on RFK’s opinions on American food culture from sources such as interviews and Senate confirmation hearings. Findings included disapproval of seed oils and artificial food dyes that could affect Conagra Brands’ subsidiaries. After reviewing Conagra Brands’ 10k for the previous fiscal year as well as mission statements and core values, the team developed multiple plans for Conagra Brands …


Perceived Communication Barriers Between Different Generations In The Workplace, Bryan Anthony Whiteside May 2026

Perceived Communication Barriers Between Different Generations In The Workplace, Bryan Anthony Whiteside

Walden Dissertations and Doctoral Studies

No abstract provided.


External Mandate And Strategic Imperative: A Necessary And Sufficient Conditions Approach To Environmental Accounting Adoption In Tanzanian Manufacturing Firms, James Moses Dendula, Helena Thomas Haule May 2026

External Mandate And Strategic Imperative: A Necessary And Sufficient Conditions Approach To Environmental Accounting Adoption In Tanzanian Manufacturing Firms, James Moses Dendula, Helena Thomas Haule

Business Management Review

Environmental Accounting (EA) serves as a strategic tool for organisations to integrate environmental considerations into operations, decision-making, and reporting. However, in emerging economies, its adoption remains uneven and insufficiently explained regarding how institutional pressures and internal capabilities jointly shape these practices. This study examines how institutional pressures and firms’ internal capabilities influence Environmental Accounting Practices (EAP) among 146 Tanzanian manufacturing firms. Anchored in Institutional Theory and the Resource-Based View (RBV), the study adopts a complementary analytical approach by integrating sufficiency and necessity logics using Partial Least Squares Structural Equation Modelling (PLS-SEM) and Necessary Condition Analysis (NCA). The PLS-SEM results indicate …


Neurodiversity Works--Literally: A Scoping Review Of Neurodivergence In The Workplace, Daisy V. Dimatos May 2026

Neurodiversity Works--Literally: A Scoping Review Of Neurodivergence In The Workplace, Daisy V. Dimatos

Binghamton University Undergraduate Journal

In recent years, the importance of utilizing inclusive practices in the workplace has become much more widely-known, especially in regards to supporting neurodivergent employees. The systemic barriers and challenges faced by neurodivergent job-seekers and employees mean this population is often limited in their employment prospects, in turn depriving human resources professionals and their organizations of the chance to hire and benefit from diverse talent. As neurodivergent individuals exist within the workforce and general public, it is critical that organizations properly accommodate their needs in order to ensure optimal inclusivity, business efficiency, and productivity. This scoping review of the literature on …


A Comparative Look At The Training Objectives Of The United States Marine Corps And Corporate America, Davis M. Johnson May 2026

A Comparative Look At The Training Objectives Of The United States Marine Corps And Corporate America, Davis M. Johnson

Finance Undergraduate Honors Theses

This thesis investigates how divergent institutional objectives influence leader development in two organizational contexts: U.S. Marine Corps officer training and corporate leadership development programs. The study draws on organizational socialization theory, institutional theory, and stress inoculation research. It contends that leadership formation is shaped by the missions, values, and structural demands unique to each institution. The research uses comparative analysis of selection practices, socialization tactics, identity construction, and adaptability development, explicitly contrasting how each institution develops leaders. The Marine Corps uses divestiture socialization, collective identity formation, and structured stress exposure to embed group loyalty and prepare officers for decisive action …


The Impact Of Quantum Computing And Distributed Ledger Technology On Accounting/Auditing/Finance Systems, Ulingeta O. L. Mbamba May 2026

The Impact Of Quantum Computing And Distributed Ledger Technology On Accounting/Auditing/Finance Systems, Ulingeta O. L. Mbamba

Business Management Review

The integration of Quantum Computing (QC) and Distributed Ledger Technology (DLT) is poised to fundamentally reshape modern accounting by transforming how financial data is processed, secured, and verified. QC, utilising qubits, will exponentially enhance data analytics, risk assessment, and real-time financial forecasting, accelerating complex auditing tasks far beyond the capabilities of classical systems. In parallel, DLT, such as blockchain, provides a decentralised, immutable record of transactions, significantly increasing transparency and trust. This synergy may enable real-time analysis, continuous auditing, and intelligent automation, converting traditional static, centralised processes into dynamic, transparent ecosystems. Together, this convergence may redefine accounting, auditing, and finance, …


Exploring The Transformative Effects Of Executive Coaching On Leaders: A Qualitative Study, Dwayne Norman May 2026

Exploring The Transformative Effects Of Executive Coaching On Leaders: A Qualitative Study, Dwayne Norman

Theses & Dissertations

This qualitative dissertation examines the transformative effects of executive coaching on leaders’ development, personal growth, decision-making, and overall effectiveness across varied organizational contexts. Grounded in authentic leadership theory and employing a generic qualitative inquiry design, the study investigated how leaders who completed executive coaching describe changes in their behavior and mindset. Eleven experienced leaders participated in semi-structured interviews selected through purposive sampling. Thematic analysis, guided by the cyclical and inductive coding methods of Saldana (2021), generated 187 initial codes, which were distilled into 72 final codes. These final codes were then further refined into twelve categories and four overarching themes: …


Bounded Transformation: From Static Readiness To Trajectory Based Change Viability, Mary Piecewicz, Manjari Gupta May 2026

Bounded Transformation: From Static Readiness To Trajectory Based Change Viability, Mary Piecewicz, Manjari Gupta

Master of Public Administration for Senior Leadership

Most organizational transformations do not fail loudly. They fade, fragment, and quietly exhaust the people expected to sustain them. What practitioners often diagnose as resistance, poor adoption, or weak execution may begin earlier, with an untested assumption that the organization is stable, coherent, and capable enough to absorb planned change. Existing change frameworks offer useful guidance for implementation, but they do not formally ask whether the organization is currently moving in a direction, and with enough stability, to make planned change viable.

This capstone introduces Bounded Transformation: From Static Readiness to Trajectory-Based Change Viability, a trajectory-based pre-condition framework for …


Aligning Strategy And Execution: The Role Of Senior Leaders In Project-Driven Organizations, Kenneth J. Boff May 2026

Aligning Strategy And Execution: The Role Of Senior Leaders In Project-Driven Organizations, Kenneth J. Boff

M.S. in Leadership

Strategic alignment remains a persistent challenge in project‑driven organizations, where shifting priorities and distributed execution often create gaps between strategic intent and project‑level action. This study examined how Senior Leadership Communication Practices influence Strategy–Execution Alignment and tested whether Organizational Culture for Alignment and Change Management Readiness mediate that relationship. A quantitative, cross‑sectional survey was administered to 54 senior leaders in project‑driven environments. All constructs demonstrated strong reliability, and correlation & regression analyses confirmed significant positive relationships among leadership communication, cultural alignment, readiness, and strategic alignment. Leadership communication significantly predicted culture (R² = .444), readiness (R² = .431), and alignment (R² …


Popular Protest And Corporate Reputation: Exploring The Impact On Recruitment And Retention, Heather Miller May 2026

Popular Protest And Corporate Reputation: Exploring The Impact On Recruitment And Retention, Heather Miller

Dissertations

In today’s sociopolitical climate, popular protest has become a powerful force shaping how organizations are judged and how people decide where to work. This qualitative study took place during a period of heightened sociopolitical activity and public unrest in the United States, when organizational responses to contested issues were especially visible and consequential. This study explored how popular protest affects corporate reputation (CR) and, in turn, influences employee recruitment and retention. Drawing on stakeholder theory (ST), corporate social responsibility (CSR), and corporate social advocacy (CSA), the study situated popular protest as an external pressure that exposes alignment or misalignment in …


Workload As A Tipping Point: A Serial Mediation Model Examining The Roles Of Job Crafting And Workload On Work Engagement, Affective Commitment, And Turnover Intentions, Jessica E. Langston May 2026

Workload As A Tipping Point: A Serial Mediation Model Examining The Roles Of Job Crafting And Workload On Work Engagement, Affective Commitment, And Turnover Intentions, Jessica E. Langston

Dissertations

Job crafting is one way in which employees can boost their performance and satisfaction, and organizations can reap the benefits of high performance. Job crafting refers to an employee’s ability to proactively redesign a job to foster their satisfaction, engagement, and resilience toward work (Wrzesniewski & Dutton, 2001). After twenty-five years of study, the positive impacts of job crafting are well-established (Bhagat & Arora, 2021; Bruning & Campion, 2018; Wong et al., 2017; Wrzesniewski & Dutton, 2001). Recently scholars have noted the potential downsides and have called for more research into the nuances of job crafting when explored through the …


Unlocking Innovation: The Impact Of Psychological Safety, Organizational Structure, And Rigidity On The Pursuit Of Innovation Within The Firm, Robert Kyle Rudd May 2026

Unlocking Innovation: The Impact Of Psychological Safety, Organizational Structure, And Rigidity On The Pursuit Of Innovation Within The Firm, Robert Kyle Rudd

Theses and Dissertations

Innovation is often a competitive advantage generator, growth, and organizational success. However, there is relatively little empirical literature that describes how organizations may be designed such that employees also feel significant freedom to innovate. This dissertation investigates the role of psychological safety and organizational design conditions, perceived organizational structure and perceived organizational rigidity as joint predictors of perceived freedom to innovate (PFTI) of employees.

The quantitative, cross-sectional survey design was used to gather data of 425 full-time U.S.-based employees who were recruited through CloudResearch. Respondents undertook validated scales of psychological safety, perceived organizational structure, perceived organizational rigidity and perceived freedom …


A Phenomenological Study: Examining Organizational Change Initiatives Within The U.S. Army To Influence Racial Climate, Reginald Gerald Dash Ii May 2026

A Phenomenological Study: Examining Organizational Change Initiatives Within The U.S. Army To Influence Racial Climate, Reginald Gerald Dash Ii

Electronic Theses and Dissertations

This research study was aimed at examining organizational change initiatives influencing the racial climate among African American soldiers in the United States (U.S.) Army. African Americans comprise a significant portion of the U.S. Army. However, African Americans’ significant contributions do not readily translate into “equal treatment”, which includes proportional representation at the highest levels of leadership. African Americans in the U.S. Army face career navigation challenges rooted in systemic racial division. The goal of this qualitative phenomenological study was to add African American soldiers’ voices to the existing literature by interviewing African American soldiers with at least five years of …


Integrating People And Technology: Exploring The Validation Of The King And Hughes Hrd, Technology Ethics, And Leadership Scale, Hannah King May 2026

Integrating People And Technology: Exploring The Validation Of The King And Hughes Hrd, Technology Ethics, And Leadership Scale, Hannah King

Graduate Theses and Dissertations

People and technologies have coexisted within organizations for centuries. In the wave of the fourth and fifth industrial revolutions, however, organizations must place an emphasis on ethically integrating new technologies, like artificial intelligence, alongside people in order to sustain a competitive advantage in the marketplace. A review of the literature identified a need for more research examining ethics in the use of technology by HRD professionals. The purpose of this descriptive research study was to assess the relationship between HRD activities, ethics, and technology and examine the influence that an organization’s code of ethics has on their integration. This study …


Corporate Giving In Shifting Political Winds: A Case Study Of Walmart Philanthropy, 2022–2026, Victoria F. Hudson May 2026

Corporate Giving In Shifting Political Winds: A Case Study Of Walmart Philanthropy, 2022–2026, Victoria F. Hudson

Strategy, Entrepreneurship and Venture Innovation Undergraduate Honors Theses

The purpose of this paper is to study whether and how Walmart's philanthropic efforts have shifted amidst the recent turbulent political atmosphere in the United States, specifically. It concludes that the shift in political ideals during the relevant time period has an important impact on Walmart’s communication strategies and frequency. I evaluated Walmart’s philanthropic decisions through its press releases from 2022 to 2026, spanning the transition between the two most recent presidential administrations.


Leading Ai Adoption In Organizations: Introducing A Behavioral Human-Centered Approach, Shane Schweitzer, Devesh Narayan, Jack Mcguire, David De Cremer May 2026

Leading Ai Adoption In Organizations: Introducing A Behavioral Human-Centered Approach, Shane Schweitzer, Devesh Narayan, Jack Mcguire, David De Cremer

Research Collection Lee Kong Chian School Of Business

Initiatives to implement AI technologies in organizations fail at an alarming rate. We argue that leading the adoption of AI is not a simple engineering exercise but rather represents a behavioral exercise where change management principles—the process by which organizations plan, implement, and embed changes in practices—are employed. However, many AI initiatives in business focus predominantly on the AI systems themselves, assuming humans will fall in line. To solve this, we integrate ideas from change management with scholarship on human-centered artificial intelligence to offer a behavioral approach that accounts for the impact of AI adoption on humans at all stages …


Cutting Red Tape In Research: A Business Process Improvement Approach For The Riim Collaboration Scheme, Novia Nurul Fatmawati, Arviansyah Arviansyah Apr 2026

Cutting Red Tape In Research: A Business Process Improvement Approach For The Riim Collaboration Scheme, Novia Nurul Fatmawati, Arviansyah Arviansyah

International Conference on Business and Management Research (ICBMR)

Strengthening the national research and innovation ecosystem is crucial for sustainable development, with the government playing a key role through strategic funding schemes. The Research and Innovation for Advanced Indonesia (RIIM) Collaboration scheme, managed by the National Research and Innovation Agency (BRIN), is vital for fostering international research partnerships. However, its implementation faces significant challenges, including lengthy and complex business processes that lead to delays in research execution. This study aims to analyze the current (as-is) business process of the RIIM Collaboration scheme and design an optimized (to-be) process to enhance operational efficiency. This research employs a mixed-method case study …


Organizational Justice And Perceived Organizational Support As Predictors Of Readiness For Change: The Mediating Role Of Psychological Capital Among Correctional Center Clients In Jakarta, Agam Ramadika, Budi Widjaja Soetjipto Apr 2026

Organizational Justice And Perceived Organizational Support As Predictors Of Readiness For Change: The Mediating Role Of Psychological Capital Among Correctional Center Clients In Jakarta, Agam Ramadika, Budi Widjaja Soetjipto

International Conference on Business and Management Research (ICBMR)

Reintegration of correctional clients requires both access to formal employment and psychological readiness to adapt to change. Organizational Justice and Perceived Organizational Support are key factors that may strengthen Readiness for Change through the role of Psychological Capital. A quantitative design with purposive sampling was applied to 243 correctional clients on parole and employed in the formal sector in Jakarta. Data were gathered through structured questionnaires and analyzed using SmartPLS, including reliability, validity, and structural model testing. Organizational Justice significantly influenced Psychological Capital (β = 0.537) and Readiness for Change (β = 0.328). Perceived Organizational Support also showed positive effects …


The Digitalisation Of Administrative Processes And Institutional Agility In Sucs Cebu City: The Mediating Role Of Employee Digital Readiness, Leovigilda L. Bithay Apr 2026

The Digitalisation Of Administrative Processes And Institutional Agility In Sucs Cebu City: The Mediating Role Of Employee Digital Readiness, Leovigilda L. Bithay

The South East Asian Journal of Management

Research Aims: This study examines how the digitalisation of administrative processes influences institutional agility in SUCs in Cebu City, Philippines, and explicitly investigates employee digital readiness as a mediating capability that translates digital investments into organisational adaptability.

Design/Methodology/Approach: A quantitative predictive research design was employed using a structured survey administered to 300 administrative employees selected through purposive sampling. PLS-SEM was used to test direct and indirect relationships.

Research Findings: The digitalisation of administrative processes has a significant positive effect on institutional agility. Employee digital readiness partially mediates this relationship, indicating that technological modernisation alone yields limited gains in agility unless …


Changing Employee Motivation From Obligation To Opportunity: Increasing Intrinsic Motivation In Non-Profit Organizations, Evelyn L. Williams Apr 2026

Changing Employee Motivation From Obligation To Opportunity: Increasing Intrinsic Motivation In Non-Profit Organizations, Evelyn L. Williams

Senior Honors Theses

Motivation is a key driver behind tasks within the workforce. Harnessing employee motivation increases productivity, employee retention, efficiency, and output quality. Non-profit organizations, however, are often unable to devote resources to externally increasing motivation. This study presents a motivational model that is built from three motivation theories: Maslow’s Hierarchy of Needs, Herzberg’s Two Factor Theory, and Self-Determination theory. By incorporating principles from these theories this model helps organizations internalize and increase the effectiveness of their employees’ motivation through increasing the autonomy, competence, and relationality felt by each employee. The six tenets of the REWARD model give non-profit organizations a framework …


A Qualitative Case Study On Leadership And Organizational Dynamics In The Adoption Of A Learning Management System In Higher Education: A Post-Positivist Approach Using The Technology Acceptance Model (Tam), Ashley Hudson Tharpe Apr 2026

A Qualitative Case Study On Leadership And Organizational Dynamics In The Adoption Of A Learning Management System In Higher Education: A Post-Positivist Approach Using The Technology Acceptance Model (Tam), Ashley Hudson Tharpe

Doctoral Dissertations and Projects

The purpose of this flexible design, qualitative, single case study was to explore the process of a learning management system (LMS) transition and the perceptions of administrators, course designers, and faculty during that process at a higher education institution. The study focused on understanding perceptions of LMS adoption, using the technology acceptance model as a conceptual framework. Three research questions were used to address the problem by providing insights into the procedural, relational, and strategic elements of LMS adoption. Data was collected through 30 semi-structured one-on-one interviews, 33 reflective journal responses, and multiple institutional artifacts related to LMS migration. Six …


Centralizing Communication Intake To Improve Workflow Visibility And Engagement: A Quality Improvement Project In A Cancer Center's Education Division, Menatalla El-Sharkawi, Mohamed Ait Aiss Apr 2026

Centralizing Communication Intake To Improve Workflow Visibility And Engagement: A Quality Improvement Project In A Cancer Center's Education Division, Menatalla El-Sharkawi, Mohamed Ait Aiss

Advances in Cancer Education and Quality Improvement

Background: In large or complex organizations, multiple teams may be charged with managing different components of a project, initiative, or administrative assignment. When these teams have overlapping needs for information, the absence of a structured intake and tracking process can limit transparency, reduce efficiency, and hinder coordination across communication channels.

Methods: Drawing on principles of strategic communications and project management, we created a structured and centralized information sharing process for teams within the education division of a comprehensive cancer center. The intervention included workflow redesign, development of a standardized intake system, and use of real-time dashboard analytics to support operation …


The New Norm For Sales Professionals: Impact Of Technology During Environmental Turbulence, Michael Rodriguez, Stefanie Boyer Apr 2026

The New Norm For Sales Professionals: Impact Of Technology During Environmental Turbulence, Michael Rodriguez, Stefanie Boyer

Atlantic Marketing Association Proceedings

No abstract provided.


The Correlation Between Leadership Performance And Personality In Virtual Technology Workers, Henry C. Mullins Apr 2026

The Correlation Between Leadership Performance And Personality In Virtual Technology Workers, Henry C. Mullins

Doctoral Dissertations and Projects

This quantitative correlational study examined the relationship between leadership performance and personality traits among leaders in the technology sector, who work across the spectrum of virtuality. Personality traits were measured using the Big Five model: extraversion, openness, agreeableness, conscientiousness, and neuroticism, using the IPIP-NEO-60 instrument. Leadership performance was measured using the Leadership Practices Inventory (LPI) and interpreted through both the Leader-Member Exchange (LMX) and Transformational Leadership theories. Holistically this is viewed through a Transformational Christian worldview. This study also examined the role of virtuality, defined as the extent to which an individual works from an office or remotely. Participants were …


The Effectiveness And Adaptability Of Servant Leadership Among Project Managers Managing Highly Complex Projects In Emerging Technology Domains, Fernand R. Baldonado Apr 2026

The Effectiveness And Adaptability Of Servant Leadership Among Project Managers Managing Highly Complex Projects In Emerging Technology Domains, Fernand R. Baldonado

Doctoral Dissertations and Projects

This qualitative multiple case study explored the effectiveness of servant leadership practiced by project managers while managing highly complex projects in emerging technology domains. These domains included artificial intelligence (AI), cybersecurity, and information technology (IT). Servant leadership was associated with positive team outcomes, but its application in high-uncertainty and high-risk environments, such as projects in these emerging technology domains, had remained underexplored. Data were collected from 25 mid- to senior-level project managers in public- and private-sector organizations using semi-structured interviews, document review, and field notes. Thematic analysis produced 12 themes, including guided empowerment, psychological safety as a form of risk …


Ideal Leadership And Marketing Strategies During Times Of Transition, Kaia S. Thomson Apr 2026

Ideal Leadership And Marketing Strategies During Times Of Transition, Kaia S. Thomson

Atlantic Marketing Association Student Proceedings

This study investigates the effects of transitional leadership in an organization on marketing strategies. The qualitative research, gathered through semi-structured interviews with four leaders at different stages of transition, highlights key themes such as the development of trust, adaptability, relationship-building, and the importance of gradual change. The results suggest that the most successful leaders in transition prioritize humility, respect the history of the firm, and focus on developing relationships with stakeholders. Further, these leaders focus marketing strategies on the core products or services of the organization to better understand customer preferences and create long-tern relationships. The study indicates that successful …


The Impact Of Ai Visual Marketing On Customer Engagement And Purchase Intention In The Luxury Fashion Industry, Joumana Elkady, Rana Alfahed, Youssef Mohamed, Doaa Ayoub Apr 2026

The Impact Of Ai Visual Marketing On Customer Engagement And Purchase Intention In The Luxury Fashion Industry, Joumana Elkady, Rana Alfahed, Youssef Mohamed, Doaa Ayoub

Business Administration

ABSTRACT

Artificial Intelligence (AI) has become prominent in Visual Marketing with rapid integration into Digital Marketing practices. AI-driven visuals, such as Augmented Reality, Virtual Influencers, and Generated Imagery, have all influenced Consumer Behaviour, specifically Customer Engagement and Purchase Intention of Luxury Fashion Customers, by enhancing product visualization, evoking emotional reactions, and reducing purchase uncertainty. Although the impact of AI-generated visuals is primarily notable in online environments, it also offers an enhanced experience within offline settings. AI-generated visuals enable immersive and personalized experiences that transform traditional marketing practices. Correspondingly, potential concerns like over automation, data privacy breaches, and perceived authenticity loss …