Prelims

Navigating Data Science

Advances in Digital Technology and Data-Driven Business Practices

Series Editor: Nripendra Singh, Pennsylvania Western University, USA

Digital technology in marketing is dynamic and continually evolving, providing marketers with innovative tools and strategies to connect with audiences in an increasingly digital-centric world. Adopting and adapting to these technologies is essential for staying competitive and effectively reaching target audiences. Businesses that leverage digital marketing effectively are better positioned to connect with their audience, drive business growth and stay competitive in the digital age. Beyond the technical and ethical, Advances in Digital Technology and Data-Driven Business Practices exhibits real-world applications of digital marketing and data-driven practices. Through compelling case studies, it demonstrates its efficacy in areas such as market research, competitor scrutiny and gleaning customer insights, traversing various channels, encompassing the likes of social media, e-commerce and email marketing.

Navigating Data Science in the Age of AI: Exploring Possibilities of Generative Intelligence

Edited by: Babita Singla, Kumar Shalender and Nripendra Singh

Unveiling Bleisure Travelers: Exploring Novel Dimensions for Enriching Social Consumer Engagement Using Big Data Analytics

Edited by: Pooja Kansra, Tanveer Kajla and Nripendra Singh

Digital Transformation of the Business World: A Managerial Perspective

Edited by: Madhu Josala and Nripendra Singh

Digital Transformation and Artificial Intelligence for Operational Excellence in Healthcare

Edited by: Anand Jaiswal, Vinaytosh Mishra and Nripendra Singh

Data-Driven Decisions: Leveraging Insights for Winning Marketing Strategies

Edited by: S.L. Gupta, Niket Mehta, Jitendra Singh Rathore, Piali Haldar and Nripendra Singh

Destination Data: Charting the Course for Transformative Travel Experiences

Edited by: Gautam Shandilya, Nripendra Singh, Praveen Srivastava and Niraj Mishra

The Data-Driven World of Academic Publications: Citations, Indexing and Impact Factors

Edited by: Tanuj Singh, Shakhil Ahmad and Nripendra Singh

Mindful Unplugging: The Power of Digital Detox Retreats

Edited by: Tanusree Chakraborty and Nripendra Singh

Immersive Wellness: Journey Beyond the Senses

Edited by: Tanusree Chakraborty and Nripendra Singh

Generative Creations: Harnessing AI for Advertising, Design, and Marketing

Edited by: Robert J. Thompson, Nripendra Singh and Heather Morgan

Navigating Data Science: Unleashing the Creative Potential of Artificial Intelligence

Edited by

Babita Singla

Chitkara Business School, Chitkara University, Punjab, India

Kumar Shalender

Chitkara Business School, Chitkara University, Punjab, India

And

Nripendra Singh

Pennsylvania Western University, USA

United Kingdom – North America – Japan – India – Malaysia – China

Emerald Publishing Limited

Emerald Publishing, Floor 5, Northspring, 21-23 Wellington Street, Leeds LS1 4DL

First edition 2025

Editorial matter and selection © 2025 Babita Singla, Kumar Shalender and Nripendra Singh.

Individual chapters © 2025 The authors.

Published under exclusive licence by Emerald Publishing Limited.

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British Library Cataloguing in Publication Data

A catalogue record for this book is available from the British Library

ISBN: 978-1-83608-299-6 (Print)

ISBN: 978-1-83608-298-9 (Online)

ISBN: 978-1-83608-300-9 (Epub)

Dr Babita Singla is a Professor at Chitkara Business School, Chitkara University, Punjab, India. She has a PhD in Management and is UGC-NET qualified. She has over 14 years of experience in teaching, research and administration. Her areas of expertise are marketing, e-commerce, omnichannel and retail. In her career, she has been involved in important academic and research assignments such as Guest Editor of a reputed Journal, organising and conducting International and National Level Conferences, Faculty Development Programs, and a guide for the research projects along her Teaching. Her overall research-oriented mindset, rich knowledge and dedication towards her responsibilities have awarded her with the most prestigious Teaching Excellence Award and Outstanding Achievement Award. She has more than 70 research publications in reputable international and national journals, including 42 indexed in Scopus, Web of Science and SCI, and has presented research papers at various national and international conferences. In the short span of her career in Academia and Administration, she has authored and edited several books on retail, supply chain, branding, customer relationship management and product management; covering the course content of various universities nationwide with reputed publication houses including Taylor & Francis, Springer, Emerald and IGI Global among others. She is a lifetime member of various organisations of national and international repute. She has successfully delivered guest sessions at international and national universities. Other notable achievements are the registered Copyrights and Patents in her name.

Kumar Shalender (Post Doctorate, PhD) holds expertise in the fields of strategic marketing, leadership change, and technology management. He is an Associate Professor at Chitkara Business School, Chitkara University, Punjab, and has been involved in devising corporate strategy, business models and sustainability ecosystems. He has more than 80 publications to his credit, including 49 papers in highly reputed Scopus-indexed journals, international and national conferences, seminars and symposiums. Dr Kumar also holds authority on solving intricacies of design thinking, innovation culture, collaborative practices and team dynamics. He is associated with leading publications in the sustainability space and is having regular interactions with professionals on developing sustainable ecosystems across industries in the country.

Dr Nripendra Singh is a tenured Full Professor of Marketing in the Department of Business, Economics and Communication, College of Science, Technology and Business at the Pennsylvania Western University. He is a recipient of Fulbright scholarship, a flagship programme of the United States Department of State, Bureau of Educational and Cultural Affairs. He completed Fulbright research at the Pennsylvania State University. As a visiting research scholar, Dr Singh visited renowned institutions such as University of California at Berkley, CA, and Technology University, NJ. He is a Post-Doc Fellow of the Global Institute of Flexible Systems and Technology and ‘Campus-2-Capitol Fellow’ of Bard College, NY. He earned two doctorate degrees and two MBA degrees. As a certified professional, he completed the Preparing Future Faculty programme at the Iowa State University. Dr Singh is an avid researcher and is on the editorial board and reviewers committee of several reputed journals. He has published and presented more than 100 research articles in reputed journals and conferences. He is the President and Director of ‘International Association of Technology and Management’, a nonprofit to promote research, and ‘Clarion Consulting Center’ to provide consulting services to businesses and help students get real-world projects. He mentors and advises young faculty members, research scholars and undergrad students globally.

Shveta Bansal is working as an Assistant Professor in the Department of Computer Science and Engineering at Chitkara University, Punjab, India. She received her PhD in Computer Engineering from Thapar University, Patiala, India. Her research interests are cloud computing and IoT, and she has many related publications in esteemed SCI journals and national and international conferences.

Anant Bhatt is an alumnus of the Indian Institute of Technology, Kharagpur, and did research at the University of Maryland, USA. Colonel is an AI Researcher and possesses profound knowledge and experience in Army operational communications, cybersecurity, and satellite communication. He is an Electronic Warfare Expert. He has significant proficiency in satellite analysis and robotics. He is a qualified Psychologist. The colonel has strived hard to keep up his zeal for learning and completed Master’s in Intellectual Property Law. Colonel Anant Bhatt is a proud recipient of the coveted Prime Minister Certificate of Merit and Award twice, a Certificate of Recognition from the Defense Minister award, Certification of Innovation from the Chief of Defense Staff, a Commendation Card from the Chief of Army Staff and Commendation Card from General Officer in Command Southern Command for his innovations. He is an active researcher in Artificial Intelligence and has earned a PhD in same field.

S. Catherine, PhD with 16 years of experience as an Associate Professor in Saveetha Engineering College, Chennai. Her research interests include consumer behaviour in digital commerce, mass customisation and fashion technology, and she has published 11 articles indexed in Scopus and 20 articles in other reputed journals.

Shilpa Gite received a PhD degree in deep learning for assistive driving in semi-autonomous vehicles from Symbiosis International (Deemed) University, Pune, India, in 2019. She is currently working as an Associate Professor with the Computer Science Department, Symbiosis Institute of Technology, Pune. She is also working as an Associate Faculty with the Symbiosis Centre of Applied AI (SCAAI). She has around 13 years of teaching experience. She is guiding PhD students in biomedical imaging, self-driving cars and natural language processing areas. She has published more than 60 research papers in international journals and 20 Scopus-indexed international conferences. Her research interests include deep learning, machine learning, medical imaging and computer vision. She was a recipient of the Best Paper Award at the 11th IEMERA Conference held virtually at Imperial College, London, in October 2020.

Anvesha Jain is pursuing her Bachelor’s in Computer Science and Design from IIIT Delhi. She is actively involved in visual and graphic design and has an avid interest in applications of data analytics and artificial intelligence.

Ruchi Jain is a Professor and Coordinator of a PhD programme in Amity School of Business, Amity University Uttar Pradesh, with more than 20 years of research and academic experience. She has been associated with noteworthy research publications, organising conferences and faculty development programmes.

Leena Jenefa, PhD, is an Associate Professor in School of Management in Hindustan Institute of Technology and Science, Chennai, India. She is an Expert in MBA-IEV, a BoS member IEV, Institute Innovation Cell, a member in Research and Development and Career Guidance Cell and a member of Monitoring Committee. Her research interests include consumer delight, artificial intelligence and consumer behaviour in digital commerce.

M. Kalaivani is currently working as an Associate Professor in Faculty of Management, SRM Institute of Science and Technology, Vadapalani, Chennai. She has 20 years of experience in this academic field. She is specialised in marketing and was awarded her PhD in the same specialisation from Bharathiyar University, Coimbatore. Currently, she is guiding four research scholars. She has also published papers in various reputed journals indexed in Scopus, WoS, ABDC, UGC, etc.

Simarjit Kaur is working as an Assistant Professor in the Department of Computer Science and Engineering, Chitkara University Institute of Engineering and Technology, Chitkara University, Punjab, India. She received her PhD in the research area of Energy Prediction and Optimisation from Thapar Institute of Engineering and Technology, Patiala. She has published various research papers in SCI-indexed journals and conferences.

Ketan Kotecha is an Administrator and a Teacher of Deep Learning. His research interests include artificial intelligence, computer algorithms, machine learning and deep learning. He has expertise and experience in cutting-edge research and projects in AI and deep learning for the last 25 years. He has published his work in several peer-reviewed journals on various topics ranging from cutting-edge AI, education policies, teaching–learning practices and AI for all. He is an Associate Editor of IEEE Access journal.

T. Mangaiyarkarasi has 15 years of experience in academics and industry. Her research areas include finance and analytics. She has numerous publications and case studies in credit risk, cryptocurrencies and fintech and holds several technical certifications in analytics. She is currently serving as an Assistant Professor at SRM Institute of Science and Technology, Chennai.

Neha Mishra has earned a doctoral degree in Business Management and currently serves as an Assistant Professor at Chitkara Business School within Chitkara University, situated in India. In her role, she likely contributes to the academic community through teaching, research and possibly administrative duties, within the realm of business education.

Shruti Patil is an enthusiastic academician and an avid researcher in the flied of AI technology. She is a gold medalist in computer science. She has been an industry professional in the past, currently associated with Symbiosis Institute of Technology as a Head of the department, AI&ML department, and also as a Research Associate with SCAAI. She has expertise in applying innovative technology solutions to real-world problems. Her research areas include applied artificial intelligence, natural language processing, acoustic AI, adversarial machine learning, data privacy, digital twin applications, GANS and multimodal data analysis. She is currently working in the application domains of healthcare, sentiment analysis, emotion detection and machine simulation via which she is also guiding several UG, PG and PhD students as a domain expert. She has published 100+ research articles in reputed international conferences and Scopus/Web of Science indexed journals and books.

K. Shanthi is an exceptional scholar with over two decades of experience in both academia and industry. Her groundbreaking qualitative research focuses on understanding and empowering marginalised communities. With a strong background in management and industrial psychology, Shanthi expertly employs thematic analysis and grounded theory methodologies to gain deeper insights into the lives of those at the bottom of the socio-economic pyramid. Through her tireless work, Shanthi seeks to challenge stereotypes, fight for social justice and make a real difference in the lives of underserved populations. She is committed to bridging the gap between academia and activism and is unwavering in her dedication to this cause.

Aashima Sharma holds a Master's degree in Computer Applications from Thapar Institute of Engineering and Technology, as well as a doctoral degree with specialisation in blockchain and IoMT in healthcare from Thapar Institute of Engineering and Technology. She is working as an Assistant Professor in the Department of Computer Science and Engineering at Chitkara University Institute of Engineering and Technology. Her areas of interest include blockchain technology, IoMT and network security and has many related publications in esteemed SCI journals and national and international conferences.

Jaswinder Pal Singh is a researcher at Department of Library and Information Science, Punjabi University, Patiala, India, and is currently working as a University Librarian at Chitkara University, Punjab, India. He possesses a comprehensive 18-year tenure within the library field, accumulating extensive expertise and proficiency in various aspects of library management, including cataloguing, information retrieval, collection development and patron services. Throughout this substantial duration, he has demonstrated a deep commitment to fostering an enriching environment for patrons, leveraging his wealth of experience to enhance library operations and meet the diverse needs of users. His areas of research include media and information literacy, knowledge sharing, information retrieval, knowledge management in libraries and collections development.

Shrishti Singh is a research scholar, working in the field of marketing from Amity College of Commerce and Finance, Amity University Uttar Pradesh. Her areas of interest include augmented reality, artificial intelligence, social media marketing and consumer behaviour.

Rubani Singla is a dedicated professional with a strong research, teaching and academic administration background. With over 4 years of experience, Rubani has held positions as an Assistant Professor at CGC Jhanjeri Mohali and GZS Campus College of Engineering and Technology Bathinda. With a solid educational foundation in Information Technology and Computer Science, including an MTech degree, Rubani has contributed to the field through research papers on topics like skew detection in text documents and the socio-economic impacts of e-commerce. In addition to academic achievements, Rubani has gained significant industrial training in various technologies and is proficient in website designing and multiple programming languages.

N.V. Suresh is the Vice Principal and a Professor at ASET College of Science and Technology, Chennai, Tamil Nadu. He has published 30 research papers, presented 15 conference papers, authored two textbooks and developed over 10 e-content modules. Dr Suresh has supervised six funded projects and numerous student projects. He is an editor and reviewer for international journals and has held various academic leadership positions. He has received several awards, including the Best Faculty Award from Lions International in 2023, and has participated in international faculty exchange programmes.

Suganya V. is an Assistant Professor (selection grade) in Faculty of Management at SRM Institute of Science and Technology, Chennai, India, handling subjects varying from human resources and marketing management. She's known for her extensive contributions to academia and has a depth in knowledge when it comes to research and its methodologies. With a focus on research, she has presented numerous papers at both international and national conferences, showcasing her expertise in her field. As an educator, she brings a wealth of knowledge and experience to her role, inspiring students and colleagues alike. Her dedication to scholarly pursuits has earned her recognition as a leading figure in her field, with her work making valuable contributions to the academic community.

The combined use of data science (DS) and artificial intelligence (AI) is increasing by the day. Businesses across the industry vertical are using these technologies to explore new opportunities in addition to strengthening their current market positions. Navigating Data Science: Unleashing the Creative Potential of Artificial Intelligence takes a comprehensive look into the combined capability of DS and AI with specific reference to real-world business scenarios. From analysing the use of New Age innovations in marketing to science and technology and the healthcare sector, the authors have contributed to enhance the body of knowledge in the field of DS and AI. The ethical considerations of using AI tools in education, academic research and gig workers are also discussed. The impact of technology in moulding the overall well-being of employees within the specific framework of their work life has been discussed by the authors. Among the key highlights of the title is the comprehensive and holistic approach that the authors have taken while contributing chapters. The global perspective enhances the usability and relevance of the book for a wider set of audiences. Especially in relation to the science and technology domain, the use of the DS and AI will encourage stakeholders to come together and contribute to harness the potential of these technologies on a larger scale. The ethical concerns related to the use of AI are also analysed. This is critical for the field of propagating AI as the use of the technology has been surrounded by myriad issues with policymakers across the globe debating very passionately about setting a framework for the use of AI. The discussion and implications offered by this book can prove instrumental in finally developing an AI framework that will lead to the right use of the technology within the set boundaries. The implications of using big data to generate information from AI are also part of the contents covered by the book. The chapter on using the DS and AI in the healthcare sector also features some crucial implication for the policymakers. As the role of technology is very crucial in offering quality and affordable healthcare services, the chapter will help industry stakeholders deliberate on the use of technology for benefitting patients. It is essential to note that taking things forward in the technology domain, especially in relation to the DS and AI, stakeholders need to come together and collaborate in a constructive manner. This approach will help to reduce the burden of the resources to develop new use case of these technologies that, in turn, will lead to widespread adoption of these innovations at a mass level. Summarily, this book is a valuable addition to the knowledge body and will help academics, professionals and policymakers.

Editors

Dr Babita Singla

Dr Kumar Shalender

Dr Nripendra Singh