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YouTube (YT) has become a trend among millennials, and thus, marketers are trying to harness the power of it to communicate with them. Global marketers need to understand the mechanism of communicating via YT advertising (YTAD), especially in India that consists of 440 million millennials to re-strategize their YT communications. Consequently, this study aims to examine the influence of YTAD on the cognitive attitude, namely, brand awareness (BA) and brand knowledge (BK) of Indian millennials. The study also tests the moderating impacts of gender, device used for YT watching (DEYTW), duration and frequency of YT watching (DUYTW and FEYTW) on BA and BK.

Generalized linear model – analysis of variance has been used to investigate the proposed relationships in the study. Responses of 294 Indian millennials who watch YTAD regularly have been used for the final analysis. Moderating effects were also tested using Bonferroni pairwise comparisons.

The results revealed that YTAD significantly improves the cognitive attitude (BA and BK). However, gender was not found to have any moderating effect in the relationship of YTAD with BA, whereas moderating effects of gender were observed in the relationship of YTAD with BK. Furthermore, other moderators including DEYTW, DUYTW and FEYTW were found to have significant moderating impacts in the above-mentioned relationships.

In a country like India, comprising the largest millennial population of the world who spends a significant portion of their time in watching YT, it becomes crucial for global marketers to understand how the cognitive attitude (i.e. BA and BK) of millennials improves by watching YT advertisements. As it will help them in strategizing their communications on YT to get favourable consumers’ responses like purchase intention and actual purchase that may happen only when people have favourable cognitive attitude towards advertised brands.

The study offers new perspective to the field of communication by investigating the impact of YTAD on the cognitive attitude (i.e. BA and BK) of Indian millennials.

This chapter aims to comprehend the challenges of urban mobility in smart cities and the measures to mitigate these challenges. This chapter also tries to study how sustainable mobility can be achieved to improve the quality of life in smart cities. In this direction, this chapter reviews various newspapers, academic reports, travel reports, government portals, government websites and research papers. Results and discussions are then carried out based on such data. So, the sources of data are secondary in nature. This chapter presented an overall comprehensive discussion on urban mobility, its challenges and the measures to combat these challenges. Further, this chapter confirmed that sustainable mobility helps in improving the quality of life. Practically, this chapter offers many implications to urban transport companies, providers, government and policymakers. Urban transport companies, providers, government and policymakers may be able to understand that the path to leading a quality life in today's smart cities lies in sustainable mobility. This chapter is original in the sense that the researchers, to their limited knowledge, could not find a chapter that discusses the challenges posed by smart cities in the form of urban mobility, and that sustainable mobility is the only path to enhance the quality of life by making the environment sustainable.

The Metaverse and Internet of Things (IoT) have emerged like a tidal wave, and it is creating a transformative impact on society and industry. The metaverse and IoT changed the way companies were operating earlier and customers were living their lives. On the other hand, Metaverse enriches the customer experience by offering a matchless virtual experience using augmented reality and state-of-the-art technology. The metaverse and the IoT can be used in various sectors such as manufacturing, transportation, retailing, health care, banking, and automobiles to make cities smart. Metaverse and IoT provide real-time data, reduces operational cost and errors, improves efficiency, and helps industries to make intelligent decisions. Although the IoT and Metaverse offer significant benefits, it is not free from limitations. Ethical dilemmas, privacy issues, data breaches, and difficulty in extracting relevant data impose serious challenges that need to be addressed. There is an urgent and dire need to create a trade-off between the interest of the business and the privacy and security of customers. This chapter aims to discover the potential of Metaverse and IoT in various sectors (e.g., healthcare, transportation, and electronics). This study will bring significant insights to researchers and policymakers by exploring the likely benefits of IoT and metaverse in diverse sectors to develop smart cities. This chapter will also explain the challenges of metaverse and IoT, which can be addressed by integrating data analytics tools optimally and efficiently.