COVID-19 drove universities throughout the world forcing Higher Education Institutions (HEIs) to go online or virtual. Admissions advertising and student recruitment were two of the sectors that were severely hit. Internet-based advertising has to entirely replace the old advertising environment. Although certain institutions were still able to conduct virtual tours, forums, and information sessions, the amount of involvement differed among colleges and universities. An exploratory study was conducted to investigate how effective Internet advertisements were in influencing students' admission decisions. During the academic year, 2020-21 at several institutions in India's western region, data were collected using the snowball sampling approach on 930 freshly enrolled students. The findings show that the efficacy of Internet ads for university admission is negatively correlated with the student's age group. Surprisingly, the study discovered that both rural and urban students were equally interested in online ads, and that family background had no impact on receptiveness to internet advertisements. (*The paper was presented at the 2nd Conference on Business Data Analytics: Innovation in emerging trends in management data analytics. Apeejay School of Management, Dwarka, Delhi, India. November 2021)

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Universities across the world became digital because of this epidemic. One of the areas that went nearly entirely digital was the annual process of student enrolling. During this period, all the old methods of web advertising were put to the test. In this case, the researcher was compelled to analyze the aspects that were significant to students' enrollment decisions based on his field experience. Experimental research was done to examine the impact web ads have on pupils and parents. The goal of this study was to find admissions for the academic year 2020-21 in India. The poll included close to a thousand students who were recently admitted to the university. The results of the study revealed that web advertisements had a detrimental impact on pupils of all ages, while they had an equal impact on rural and urban candidates. Furthermore, the candidate's family history had little bearing on the impact of web advertisements.

Purpose This paper aims to explore ChatGPT’s (generative pre-trained transformers) potential as a tool for retailers to improve customer experience and boost sales. While it provides benefits like personalized recommendations and 24/7 assistance, there are limitations, like difficulty in understanding unconventional language. The paper stresses careful integration to overcome these limitations and create a better customer experience. Additionally, it discusses the potential for further development and integration of ChatGPT in retail, such as generating product descriptions and virtual try-on experiences. Finally, the paper encourages retailers to embrace ChatGPT to meet their customer needs. Design/methodology/approach Case-based methodology involves using specific cases or examples to explore a broader issue or phenomenon. Researchers have analysed real-world cases to identify patterns, themes and insights that can be applied to other contexts or situations. This was useful for understanding complex and multifaceted issues as it allowed us to delve deeper into specific examples and explore the nuances of the situation. Findings While ChatGPT is a powerful tool for retailers, limitations such as difficulty in understanding non-standard accents and unconventional language can arise, causing customer frustration. Retail managers must integrate ChatGPT in a way that enhances customer experience. In the future, ChatGPT has the potential to generate product descriptions, provide virtual try-on experiences and integrate with augmented or virtual reality technology to offer more immersive experiences. Careful consideration and integration can help retailers overcome these limitations and offer personalized recommendations, round-the-clock assistance and an engaging customer experience that improves sales. Originality/value The case topic is very much in a novel stage of research and writing.

The intense competition among shopping centre proprietors has led researchers to investigate the factors that influence customer loyalty. To this end, this research was conducted to explore the relationship between customer loyalty, service quality, and customer satisfaction at DLF Mall of India. A survey was conducted using a five-point Likert scale to collect data from customers, which was then analysed using structural equation modelling. The results of the analysis revealed a strong positive relationship between service quality and customer loyalty (β=0.528, CR=2.681, P<0.05), customer satisfaction and loyalty (β=0.78, CR=1.091, P<0.05), and service quality and customer satisfaction (β=0.65, CR=2.014, P<0.05). These findings support the proposed theory and the three hypotheses (H1, H2, and H3) that were formulated. Thus, the present study analysed the factors that contribute to customer loyalty, including service quality and customer satisfaction, in the context of DLF Mall of India and this study will contribute to the existing literature by providing empirical evidence for the significant influence of service quality and customer satisfaction on customer loyalty. Managers of shopping centres can use the insights from this research to enhance the quality of service and customer satisfaction at their establishments, which could ultimately lead to increased customer loyalty. However, the results of this study may not be generalizable to the entire nation, as the research was conducted only in the Delhi-National Capital Region. Further research in other regions of the country could provide a more comprehensive understanding of the factors that influence customer loyalty. This study provides valuable insights into the relationship between service quality, customer satisfaction, and customer loyalty in the context of a shopping centre. The results highlight the importance of providing high-quality service and satisfying customer needs to build long-term relationships with customers. Future research should consider conducting similar studies in other regions to gain a broader perspective of the factors that impact customer loyalty in the retail industry.