Mr. Gaganjeet Singh, Dr. Aastha Garg and Dr. Jyoti Bhasin Chaudhry, Senior Faculty Members, School of Retail & Fashion Merchandise (RFM), participated in the National Seminar on “Digital Disruption in Marketing: Challenges, Opportunities & Sustainability”, organised by the Department of Management, ICFAI University Meghalaya, Tura Campus, on 17 July 2026.
The faculty members presented their research paper titled “Decoding Advertising Effectiveness: The Impact of Creative Appeal, Storytelling, Ad Format and Media Platform on Consumer Responses in India’s Fashion Retail Sector”, which was conferred the Best Paper Award in Technical Session IV.
The study examines the influence of creative appeal, storytelling, advertisement formats and media platforms on consumer engagement and purchasing behaviour in India’s fashion retail sector. The research offers valuable insights into enhancing advertising effectiveness and developing consumer-centric brand communication strategies, with practical relevance for marketing professionals, industry practitioners and researchers.
