Volume 4 Issue 2 Mar-Apr 2026

Net-Zero Pathways For Thailand’s Hotel Sector: Strategic Roadmaps And Technological Adoption (2030-2040)_613

Authors: Dr. Aphisavadh Sirivadhanawaravachara

Abstract: The Thai hotel industry is an essential sector in Thailand’s economy, but it also has an impact on greenhouse gas emissions due to high energy consumption in construction processes like air conditioning, lighting, heating, and waste disposal. This study aims to investigate the ways and strategies that can be taken towards achieving net-zero emissions in Thailand’s hotel industry between 2030 and 2040, focusing on major tourist destinations like Bangkok, Phuket, and Chiang Mai. A heat model has been applied in this study to analyze emissions during the maintenance phase in the construction of hotel buildings. It has been found that there are differences in emissions in these regions due to dissimilarities in climate and structural conditions. Bangkok has lower emissions compared to Phuket and Chiang Mai. Technologies that can be applied in achieving net-zero emissions have also been identified in this study, including solar photovoltaic, solar thermal, heat pump, wind power, waste heat, and energy efficiency in building construction and operation. Strategic roadmaps have been proposed in achieving these technologies in the short term (2023-2025), medium term (2026-2030), and long term (2031-2040). These have been aligned with Thailand’s Sustainable Tourism Goals (STGs). Moreover, the study has emphasized the significance of monitoring and evaluation mechanisms through key performance indicators like energy consumption, renewable energy, and waste. Despite these opportunities, there are challenges in achieving net-zero emissions, including financial, technological, and regulatory issues, particularly in small and medium-sized hotel enterprises. It has been concluded in this study that, with the application of renewable energy technologies and energy efficiency, Thailand can move towards achieving sustainability in its hotel industry.

Adoption And Impact Of Solar Energy In India: Renewable Energy Transition, Policy Development, And Sustainable Power Generation

Authors: Naman Bhardwaj

Abstract: The transition from fossil fuel–based energy systems to renewable energy sources has become a major global priority due to environmental, economic, and sustainability concerns. Rapid industrialization and population growth have significantly increased global energy demand, leading to excessive consumption of conventional fuels such as coal, oil, and natural gas. These fuels contribute heavily to greenhouse gas emissions, air pollution, and climate change. As a result, renewable energy technologies have gained considerable attention as sustainable alternatives. Among various renewable energy sources, solar energy has emerged as one of the most promising and rapidly expanding technologies worldwide. Solar power systems convert sunlight into electricity through photovoltaic cells or solar thermal technologies. With technological advancements, decreasing installation costs, and supportive government policies, solar energy has become increasingly competitive compared with traditional energy generation methods. This research paper analyzes the development, adoption, and impact of solar energy in India. The study examines the economic, environmental, and technological aspects of solar power while also evaluating government initiatives, market trends, and implementation challenges. The research relies on secondary data collected from government publications, academic literature, and renewable energy statistics. The findings indicate that solar energy has substantial potential to support sustainable development, improve energy security, reduce carbon emissions, and generate employment opportunities. However, barriers such as high initial investment costs, energy storage limitations, land requirements, and grid integration challenges continue to affect widespread adoption. The study concludes that continued policy support, technological innovation, and strategic investment will be essential to accelerate solar energy growth in India.

DOI: https://doi.org/10.5281/zenodo.19017904

Influence Of Advertising Intensity On Firm Valuation Hindustan Unilever Ltd

Authors: Swapnil Singh, Dr. Rajendra Kumar

Abstract: This research report examines the influence of advertising intensity on firm valuation in the case of Hindustan Unilever Limited (HUL), a leading Indian fast-moving consumer goods (FMCG) company. Operating in a high-rivalry sector, HUL treats advertising as an economic investment to shape consumer preference, premium pricing, and long-term brand equity. Using a secondary-data approach covering the period FY2016 to FY2023, the study compiles financial and operating data from annual reports and market-capitalization history. The report calculates advertising intensity—advertising and promotion expenditure relative to sales—alongside profitability ratios and market-based valuation indicators. The analysis reveals that while HUL’s absolute advertising spend increased substantially over the decade, advertising intensity did not rise uniformly; it often declined during years of sharp revenue expansion. Empirical findings suggest the relationship between advertising intensity and valuation is not strongly linear in a same-year sense. Correlation between current intensity and market-capitalization-to-sales ratios is weak, though lagged relationships appear somewhat more positive. The study concludes that advertising intensity influences firm valuation indirectly and cumulatively by reinforcing brand strength and earnings quality. Valuation appears to depend on a broader integrated system including profitability, scale, and investor expectations rather than isolated expenditure ratios. For a mature market leader, optimal advertising productivity within a coherent strategic model is more vital than simply maximizing the intensity ratio.

DOI: https://doi.org/10.5281/zenodo.19002107

Impact Of Fintech Apps On Investment Behaviour Of Young Investors

Authors: Sanya Dixit, Dr. Samarth Pande

Abstract: Swift developments in financial technology applications are altering the way young individuals spend their money. Trading spots are now located on smartphones, but instead of the doors being locked in old fashioned ways, they are open. With such tools, it becomes easier to penetrate markets than it was previously. On closer examination, routines grow around screen taps – the frequency of trades, the things noticed by user concerning money, and decisions taken when risks arise. Much of this trend is influenced by the young adults who are aged between eighteen to thirty. The information was provided through completed questionnaires containing closed-ended questions, which were further presented in the form of number shares and graphs. What is interesting is found in the behavior of numbers among answers provided. It happens that FinTech tools enable more individuals to use money services, learn about investing, but make them make personal decisions. Nevertheless, more convenient access via online does not simply open doors but rather leads to more trading, faster buying-selling transactions as well as crowd-induced impulses influenced by friends on the internet and viral publications. The most remarkable fact is that digital money space can uplift knowledge and at the same time ignites a impulsive bet. Scholars find evident lessons here – especially to app developers, educators, government planners – to develop wiser habits in the area of tech-based investing. Youthful investors put their money in the online world of trading – they leap before they look. It is not only knowledge that shapes choices but habits that lie beneath the decisions that we make in our everyday lives. FinTech apps change the flow of money and transform the patterns of moving money without making a big noise. Risk appetite is increased not only by reason, but by mood, by instant, memory.

DOI: https://doi.org/10.5281/zenodo.19015701

Adoption Of Upi And Digital Payments In India: A Study Across Various Age Groups

Authors: Apoorva Solanki, Dr. Sabeeha Fatima

Abstract: The rapid growth of digital payment systems has changed the financial landscape in India. The Unified Payments Interface (UPI) has become a leading platform. Developed by the National Payments Corporation of India (NPCI), UPI has significantly improved accessibility, convenience, and efficiency in digital transactions. This study looks at the adoption of UPI and digital payment systems among different age groups in India using secondary data sources. The research reviews published reports, RBI data, NPCI statistics, research articles, and government publications to understand how different age groups adopt these technologies, the trends in growth, and the factors that influence this adoption. The study points out differences in digital payment usage between younger, middle-aged, and older populations. It also examines factors like technological awareness, smartphone use, internet access, , and ease of use that affect adoption behavior. The findings show that younger age groups have higher adoption rates due to their familiarity with technology, while older populations are gradually accepting these systems thanks to digital literacy programs and supportive policies. The study concludes that UPI has played a key role in promoting financial inclusion and decreasing reliance on cash transactions in India. However, challenges such as the digital divide, cybersecurity issues, and infrastructure limitations still impact consistent adoption among all age groups.

DOI: https://doi.org/10.5281/zenodo.19015881

The Role Of Digital And Social Media In Promoting Insurance Products: A Comprehensive Analysis

Authors: Abhay Kumar Mishra, Azra Ishrat

Abstract: The digital revolution has significantly transformed marketing practices across industries, including the insurance sector. Traditional insurance marketing methods such as cold calling, agent-based selling, and print advertisements are gradually being replaced by digital and social media-driven strategies. This research paper examines the role of digital and social media platforms in promoting insurance products, enhancing customer engagement, improving brand awareness, and increasing sales conversions. Using a mixed-method research approach, this study analyzes campaign data, engagement metrics, and industry practices to evaluate the effectiveness of digital marketing strategies in the insurance sector. The findings indicate that personalized content, data-driven advertising, influencer collaborations, interactive engagement, search engine optimization, and automation tools significantly improve customer acquisition and retention. However, regulatory challenges, ethical concerns, and compliance risks remain critical considerations. The study concludes with strategic recommendations to help insurance companies optimize digital marketing performance while maintaining transparency and regulatory compliance.

DOI: https://doi.org/10.5281/zenodo.19016013

The Changing Dynamics Of Work-Life Balance In The Era Of Remote Work

Authors: Pragati Dixit, Dr Charu Bisaria

Abstract: The emergence of remote work has significantly transformed traditional workplace structures and has reshaped employees’ experiences regarding work-life balance. With advancements in digital technologies and communication platforms, organizations across the globe are increasingly adopting remote and hybrid working models. While remote work provides flexibility and autonomy, it also presents challenges related to blurred boundaries between work and personal life. The present study examines the changing dynamics of work-life balance in the era of remote work and analyzes how remote working arrangements influence employee satisfaction, productivity, and well-being. The study adopts a quantitative research approach using structured questionnaires distributed among employees working in remote and hybrid environments. A sample of 100 respondents was selected using convenience sampling. The findings reveal a strong positive relationship between remote work flexibility and work-life balance. Employees experiencing higher levels of flexibility reported greater job satisfaction and improved well-being. However, challenges such as digital fatigue, increased workload, and difficulty maintaining work boundaries were also identified. The study concludes that organizations must implement effective remote work policies, encourage flexible scheduling, and promote employee well-being programs to ensure sustainable work-life balance in digital work environments.

DOI: https://doi.org/10.5281/zenodo.19016272

A Comparative Study Of Online And Offline Marketing And Its Impact On Changing Consumer Behaviour

Authors: Kushagra Verma, Dr. Azra Ishrat

Abstract: The rapid advancement of digital technologies, widespread internet accessibility, and increasing smartphone penetration have significantly transformed marketing practices and consumer behaviour worldwide. Traditional offline marketing methods, including print media, television, radio, outdoor advertising, and direct selling, are increasingly being complemented or replaced by online marketing strategies such as social media marketing, search engine optimization, email marketing, pay-per-click advertising, and e-commerce platforms. The present study aims to comparatively analyze online and offline marketing approaches and examine their influence on changing consumer behaviour. The research explores key differences in reach, cost, interaction, measurability, and targeting capabilities between the two marketing paradigms. Furthermore, it investigates how digitalization has reshaped consumer decision-making processes, purchasing patterns, and brand engagement. The findings suggest that while online marketing provides enhanced personalization, cost efficiency, and measurable outcomes, offline marketing continues to contribute to brand credibility and regional outreach. The study concludes that an integrated marketing communication strategy combining both approaches is essential for sustainable business growth in the contemporary digital economy.

DOI: https://doi.org/10.5281/zenodo.19016471

Talent Management Practices And Their Impact On Employee Retention In Modern Organization

Authors: Ms Shreya Singh, Dr Charu Bisaria

Abstract: In today’s competitive and rapidly evolving business environment, organizations increasingly recognize employees as strategic assets rather than operational resources. Effective talent management practices have therefore become essential for sustaining competitive advantage and ensuring long-term organizational success. This study examines the relationship between talent management practices and employee retention in modern organizations. It focuses on how structured approaches to recruitment, training and development, performance management, succession planning, employee engagement, and compensation strategies influence employees’ intention to remain with an organization. The research adopts a conceptual and analytical approach to evaluate how systematic talent management contributes to higher job satisfaction, enhanced organizational commitment, and reduced turnover intentions. Modern organizations operate in an environment characterized by technological advancement, workforce diversity, and intense competition for skilled professionals. In such conditions, attracting qualified employees alone is insufficient; organizations must also develop, motivate, and retain them effectively. The study highlights that when employees perceive fair career growth opportunities, transparent performance evaluation systems, continuous learning support, and recognition for contributions, their loyalty and engagement levels significantly increase. Furthermore, the research identifies that talent management practices directly impact psychological factors such as job security, career progression clarity, and workplace belongingness. These factors collectively reduce voluntary turnover and strengthen organizational stability. The study also emphasizes the role of leadership support and organizational culture in reinforcing talent management systems. Without strategic alignment between human resource policies and organizational goals, retention strategies may not produce sustainable outcomes. The findings suggest that integrated talent management frameworks positively influence employee retention by fostering trust, professional development, and long-term commitment. Organizations that invest in structured talent development and reward systems are more likely to reduce recruitment costs, improve productivity, and maintain a skilled workforce. In conclusion, talent management is not merely an HR function but a strategic mechanism that significantly contributes to employee retention and overall organizational performance in modern business environments.

DOI: https://doi.org/10.5281/zenodo.19016586

The Impact of AI Chatbots Vs Human Support in E-Commerce

Authors: Ayushi Gupta, Dr Manoj Pandey

Abstract: This study examines the comparative effectiveness of AI chatbots and human support systems in the e-commerce sector. With the rapid digitalization of retail and growing customer expectations for instant service, organizations increasingly rely on artificial intelligence (AI) driven chatbots to handle customer interactions. At the same time, human support representatives continue to play a vital role in managing complex, emotional, and high-value customer issues. The research adopts a conceptual and analytical approach by reviewing existing scholarly literature and industry findings to evaluate efficiency, cost implications, customer satisfaction, personalization, scalability, and trust factors associated with both support systems. The study identifies that AI chatbots provide 24/7 availability, quick response time, operational cost reduction, and scalability advantages. However, human support demonstrates superior performance in empathy, emotional intelligence, conflict resolution, and handling complex queries. Findings suggest that while AI chatbots significantly improve operational efficiency and first-level query resolution, human agents remain essential for customer retention and relationship building. The study concludes that a hybrid support model integrating AI automation with human intervention delivers the most effective results in enhancing customer experience and organizational performance in e-commerce.

DOI: https://doi.org/10.5281/zenodo.19016699

Dissertation Impact of Celebrity Endorsements on Brand Credibility and Consumer Trust

Authors: Shivangi Kaur, Dr. Ashish Chandra

Abstract: Celebrity endorsement has become one of the most widely used marketing strategies in modern advertising. Brands often collaborate with well-known personalities to enhance brand image, increase credibility, and influence consumer perceptions. The purpose of this study is to examine the impact of celebrity endorsements on brand credibility and consumer trust. The study explores how the popularity, attractiveness, expertise, and trustworthiness of celebrities influence consumer attitudes toward a brand. With increasing competition in the marketplace, companies rely heavily on endorsements to build emotional connections with consumers and improve brand recall. The research analyzes how consumers interpret celebrity associations with brands and how these endorsements influence purchasing decisions. The findings indicate that celebrity endorsements significantly contribute to strengthening brand credibility and improving consumer trust when the celebrity image aligns with the brand identity. However, inappropriate or controversial celebrity behaviour may negatively affect brand perception. The study provides insights for marketers to strategically utilize celebrity endorsements in advertising campaigns to enhance consumer trust and brand reputation.

DOI: https://doi.org/10.5281/zenodo.19017259

The Impact of Role of Social Media in International Expansion of Indian Brands

Authors: Gaurav Mishra, Dr. Samarth Pande

Abstract: This study investigates the role of social media in enabling the international expansion of Indian brands. With global digital connectivity and the democratization of content distribution, social media platforms have become strategic channels for brand visibility, consumer engagement, market entry, and international relationship building. The research synthesizes theoretical perspectives and empirical findings to explore how Indian firms leverage social media for market knowledge, targeted communication, influencer partnerships, e-commerce integration, and reputation management in foreign markets. Using a conceptual-analytical approach and a focused literature review, the study identifies the mechanisms through which social media reduces market entry costs, accelerates brand awareness, and facilitates rapid consumer feedback loops. It also examines constraints such as cultural adaptation, regulatory heterogeneity, platform algorithms, and misinformation. Findings indicate that social media significantly lowers barriers to internationalisation for resource-constrained Indian brands when used strategically and localized effectively. Recommendations for practitioners and directions for future empirical research conclude the paper.

DOI: https://doi.org/10.5281/zenodo.19017507

Marketing Strategies of Indian MNCs in Emerging Markets: A Strategic Analysis

Authors: Aditya Verma, Dr. Samarth Pande

Abstract: Globalization has enabled many Indian multinational corporations (MNCs) to expand their operations beyond domestic boundaries into emerging markets across Asia, Africa, and Latin America. These markets present significant growth opportunities due to increasing population, rising income levels, and expanding consumer demand. However, they also pose challenges such as cultural diversity, regulatory differences, infrastructure limitations, and economic volatility. This research paper examines the marketing strategies adopted by Indian MNCs to successfully penetrate and sustain their presence in emerging markets. The study analyzes strategies such as localization, cost leadership, digital marketing adoption, distribution network expansion, and strategic partnerships. Using a mixed-method research approach, the study evaluates how these strategies influence brand positioning, market penetration, and customer engagement. The findings indicate that adaptive marketing strategies, culturally sensitive branding, and digital transformation significantly contribute to the success of Indian MNCs in emerging economies.

DOI: https://doi.org/10.5281/zenodo.19017560

Impact Of Green Finance On Environment Sustainability

Authors: S. Prasanna Kumar, Hari Hara Sudhan, Abdul Ajeez.

Abstract: Green finance has emerged as a vital mechanism for promoting sustainable development by aligning environmental priorities with economic growth. Rising environmental degradation, climate change and increasing carbon emission largely driven by rapid industrialization and conventional financial system have intensified the need to redirect financial resources towards environmental sustainability activities. This examines the impact of green finance on sustainable growth in India. It analyzes the expansion of green finance instruments, evaluates their contribution to carbon emission reduction and assesses their role in advancing renewable energy and environmentally responsible investments. The findings indicate a steady increase in green bond issuance and sustainable debt instruments in India, reflecting growing investor awareness supportive regulatory measures and proactive policy initiatives. Green bonds account for a significant share of the sustainable debt market primarily financing renewable energy ,clean transportation and sustainable infrastructure projects comparative emission analysis further shows that electric vehicles significantly reduce lifecycle carbon emissions compared to conventional vehicles , thereby supporting India transition towards a low carbon economy .Despite this progress challenges such as the lack of a standardized green taxonomy limited private sector participation investment risks and concern related to greenwashing continue to hinder broader implementation .Lastly strengthening regulatory frameworks enhancing environmental, social and governance disclosure standards and encouraging greater private sector involvement are essential to maximizing the long term environmental and economic benefits of green finance in India.

Economic Transformation And Colonial Disruption In Things Fall Apart

Authors: Kachamdai Gangmei

Abstract: The novel Things Fall Apart by Chinua Achebe presents a powerful depiction of traditional Igbo society before and during European colonial expansion in West Africa. While the novel is frequently studied for its cultural and political themes, its economic dimension is equally important. This research paper explores the economic structure of Igbo society and examines how colonial intervention transforms that system. Through textual analysis, the study investigates agricultural production, communal labor, trade networks, and the economic roles within the Igbo community. The research argues that the traditional agrarian economy of Umuofia functions as a stable system that supports social hierarchy and cultural traditions. However, the arrival of colonial institutions gradually disrupts these structures and contributes to the fragmentation of Igbo society.

Comparative Study Of Financial Efficiency Of Metro Rail Systems In India

Authors: S. Prasanna Kumar, S. Dhaya Vishnu, M.R. Jeffrey Jose

Abstract: The metro rail systems are nothing but a high-capacity public transportation network that is used by the urban population for rapid and robust transportation throughout the city. They usually run on separate dedicated tracks which go on both underground and elevated based on the requirement. They help lot in easing congestion and pollution caused by private vehicles. Comparative study of the financial efficiency of the major metro rail systems in India i.e. DMRC (Delhi Metro Rail Corporation), BMRCL (Bengaluru Metro Rail Corporation Limited), CMRL (Chennai Metro Rail Limited), MMRCL (Mumbai Metro Rail Corporation Limited) by using the secondary data gathered from their respective annual reports for the period of five years from financial year 2019-20 to 2023-24. Financial efficiency is being evaluated by key ratios such as operating ratio, net profit ratio, ROCE, debt equity ratio, cost recovery ratio, farebox recovery ratio, EBIT margin, asset turnover ratio and current ratio. The results shows a sharp deterioration in financial performance during the financial year 2020-21 across all the operating metros, followed by slow recovery in the following subsequent financial years, while BMRCL shows significant improvement in cost recovery and farebox recovery after 2021-22,CMRL shows significant improvement toward break even point and better liquidity by 2023-24, MMRCL shows extreme and non-comparable value due to its early stages and under construction phases. This study highlights the need for stronger non fare revenue generation, cost control and prudent debt management to improve long term financial sustainability of the metro systems in India.

An Analytical Study On The Role Of Social Media Engagement In Shaping Brand Perception Among Young Consumers

Authors: Aditya Singh Rana, Dr. Alka Singh Bhatt

Abstract: The expansion of digital communication platforms has dramatically transformed modern marketing strategies and brand management practices. Organizations across industries increasingly rely on social media platforms to communicate brand values, disseminate information, and build relationships with stakeholders. This study examines how social media engagement influences brand perception among young consumers with reference to EY (Ernst & Young), one of the world’s leading professional services firms. The research adopts a quantitative approach using a structured questionnaire distributed among individuals aged 18–35 who have exposure to EY’s digital presence. A total of 310 valid responses were analyzed to identify patterns of social media usage, engagement behaviors, and perceptions of the EY brand. The findings reveal a statistically significant relationship between social media engagement and brand perception. Platforms such as LinkedIn were found to play a particularly important role in shaping perceptions related to thought leadership, credibility, and employer attractiveness. The research also highlights the importance of authenticity and knowledge-driven content in strengthening brand trust. The study provides valuable insights for professional services organizations seeking to leverage social media to enhance brand equity and attract young professionals.

DOI: https://doi.org/10.5281/zenodo.19045775

Drivers, Barriers, And Continuance Intention Of Digital Payment Platforms In The Misinformation Era: A Study In Odisha.

Authors: Ananta Prasad Nanda, Dr Krishna kumar veluri, Dr Dhananjay Beura

Abstract: Digital payment platforms have transformed financial transactions in India, yet the proliferation of misinformation poses significant challenges to user trust and sustained adoption. This study investigates the drivers, barriers, and continuance intention of digital payment platform users in Odisha. Data were collected from 394 respondents using a structured questionnaire and analysed through descriptive statistics, correlation analysis, regression, and hypothesis testing. Results indicate that perceived ease of use, trust, and social influence significantly enhance continuance intention, while misinformation-related barriers negatively affect user behaviour. The findings provide actionable insights for fintech companies and policymakers to improve user confidence and encourage the sustained adoption of digital payment platforms.

DOI: https://doi.org/10.5281/zenodo.19048326

Managerial Dynamics Shaping The Adoption Of Technology-Driven Banking And Deposit Services In India

Authors: Ramya R

Abstract: The current paper intends to provide a comprehensive analysis of managerial dynamics in the adoption of technology-driven banking and deposit services in India. It includes an examination of the interplay of leadership capabilities, organizational readiness, and strategic decision-making. Through the meticulous examination of recent empirical research from 2021 to 2026, the current study aims to investigate the managerial dynamics in the adoption of technology-driven banking and deposit services in India. A Managerial-Technological Adoption Framework (MTAF) is suggested, in which strategic vision, operational execution, workforce readiness, and risk governance are distinguished. A significant capability gap in terms of leadership capability is revealed, where 27% of BFSI organizations feel prepared for AI-driven transformation, though 83% prioritize digital transformation. There has been a tremendous growth in the digital payments ecosystem, where transactions have grown nearly eleven-fold, and 57% prefer using UPI over cash. Banks are facing challenges in terms of legacy core banking technology, where they are suffering from technological debt. There is limited adoption of Account Aggregator due to fragmented implementation and user consent. The comparative evaluation of the four analytical dimensions of strategic leadership, workforce capability, technology infrastructure, and customer adoption indicates that for successful digital transformation, there needs to be a concomitant managerial focus on people, platforms, and processes. This, the findings indicate, for bridging India’s ‘Digital Divide’ requires a managerial reorientation.

DOI: https://doi.org/10.5281/zenodo.19108292

Employment Generation Through Tourism :A Comparative Study Of Mamallapuram And Vedanthangal

Authors: J.Gajalakshmi, Prof K. Sivasubramaniyan

Abstract: This paper intends to carry out a comparative analysis of employment generation in tourism in two unique destinations in Tamil Nadu: Mamallapuram, a UNESCO World Heritage Site famous for its cultural and heritage tourism, and Vedanthangal, a famous bird sanctuary specializing in ecotourism. Through a scientific analysis of tourism infrastructure investments in terms of employment generation, this research intends to examine how these unique tourism models are contributing to economic development in Tamil Nadu. This paper also intends to develop a Tourism Employment Impact Framework (TEIF), in which employment generation in tourism will be categorized as direct employment, indirect employment, and induced employment. From this research analysis, it is evident that Mamallapuram has received a huge investment of ₹100 crore in terms of infrastructure development in tourism, with a total state tourism summit generating 127 MoUs worth ₹22,794 crore expected to generate around 66,000 jobs in Tamil Nadu. On the other hand, Vedanthangal, although on a smaller scale, plays an important role in providing livelihood support to local communities during the season through guiding, bird protection, and ecotourism-related ventures. The evaluation of the two destinations on five different parameters, namely scale of investment, employment, seasonality, community participation, and sustainability, reveals that heritage tourism destinations offer higher absolute employment opportunities, and ecotourism destinations offer localized benefits with lower infrastructure requirements. The study concludes that regional tourism development strategies should include both models in the state tourism policy, as in the case of Tamil Nadu, where 31 destinations have been identified in phases, covering categories like urban tourism, special experience tourism, and nature-based tourism.

DOI: https://doi.org/10.5281/zenodo.19108478

Financial Inclusion Among Rural Women: Barriers, Opportunities, And Policy Interventions

Authors: Dr. Sultana I

Abstract: This paper provides a comprehensive analysis of financial inclusion among rural women, considering the complex barriers that perpetuate financial exclusion and the opportunities that exist for catalytic interventions. Through the systematic examination of the empirical evidence from low- and middle-income countries, with special reference to the experiences of India, the research aims to understand the complex interplay of institutional, socio-cultural, technological, and information barriers that limit rural women’s access to and use of formal financial services. A conceptual framework of financial inclusion is developed as a multi-dimensional financial inclusion framework (MDFIF), which considers the difference between access barriers, use barriers, and quality. The analysis reveals that the self-help group (SHG) model has shown remarkable success, where the non-performing asset rates of women borrowers remain at lower levels of below 1.5 percent compared to other types of borrowers. Further, the meta-analytical evidence reveals that social safety nets have shown significant positive effects on women’s economic achievements (Hedges’ g = 0.113) and agency (Hedges’ g = 0.101), with unconditional cash transfers and asset transfers showing the strongest effects. Evidence of the viability of graduation from group loans to women entrepreneurship financing is also emerging, as seen in the graduation model studies undertaken by SIDBI in their PRAYAS programme, where close to 2,500 women entrepreneurs have been assisted with minimal NPAs. The comparison of the five dimensions of evaluation—institutional mechanisms, technology solutions, capacity building, policy frameworks, and graduation—points to the need to look beyond access and build engagement, trust, and economic citizenship.

DOI: https://doi.org/10.5281/zenodo.19108688

Evaluating The Awareness And Understanding Levels Of ESG Investment By Generation Z Investors

Authors: Swati, Jeevan R, Ashna James, Swastika Maiti, Prarthana J Manoj

Abstract: Members of the target population were chosen at random and given an online questionnaire as part of the study. People from Generation Z who were between the ages of 18 and 27 made up the respondents who took part in the study using Google Forms. To find study participants, the researchers turned to academic networks and social media sites. To judge the ESG awareness, financial literacy, ESG investment attitudes, social media, financial influence, financial behavior, and ESG company investment intentions, the questionnaire which the researchers used had a five-point Likert scale with multiple item scales that they developed. The results of the pilot test showed that the scale which we used is reliable enough, with Cronbach’s alpha measuring 0.550 for three ESG Awareness items and 0.820 for three Financial Literacy items. The researchers got 578 original data points responses for their research. The researchers used descriptive statistics to analyze participant data and correlation and multiple regression analysis to test research hypotheses aligned with the study’s theoretical framework.

DOI: https://doi.org/10.5281/zenodo.19124342

Economic Self-Reliance And Cooperative Federalism Revisiting Sardar Patel’s Pragmatic Economic Vision In The Era Of Atmanirbhar Bharat

Authors: Dr. Yashodhara A Bhatt

Abstract: This study explores the connection between economic self-reliance and cooperative federalism in India by revisiting the economic and governance ideas linked to Sardar Vallabhbhai Patel and assessing their relevance within the current policy framework of Atmanirbhar Bharat. Using a qualitative and analytical approach based on secondary sources such as academic literature, policy documents, and economic reports, the research shows that administrative integration and cooperative governance laid the groundwork for coordinated economic planning across regions. It finds that domestic production capacity, infrastructure development, and state-level economic involvement are vital for enhancing national economic resilience. Nevertheless, regional disparities, productivity issues, and sectoral import dependence suggest that achieving economic self-reliance is still an ongoing process. The findings emphasise that cooperative federalism is a key mechanism for effective policy implementation and regional growth. The study concludes that improving coordination between central and state governments, along with boosting domestic production and regional economic engagement, is essential for sustainable and inclusive economic development in India.

DOI: https://doi.org/10.5281/zenodo.19125741

SkillBridge-AI Enabled Skill Exchange Platform.

Authors: S. Revathi, S S Natchatraa, S.Sarojini, VA Sharni

Abstract: SkillBridge is an AI-enabled skill exchange platform designed to connect individuals who want to learn new skills with those willing to teach them, creating a collaborative peer-to-peer learning ecosystem. The platform leverages artificial intelligence to analyze users’ skill profiles, interests, and learning goals, and then intelligently matches learners with suitable mentors or peers. Instead of relying solely on monetary transactions, SkillBridge encourages a skill-bartering model where users can exchange knowledge—for example, a user proficient in graphic design can teach design in exchange for learning coding or language skills. The AI system continuously improves recommendations by analyzing user interactions, feedback, and learning progress, ensuring more accurate and meaningful matches over time. The platform also includes features such as skill verification, reputation scores, scheduling tools, and progress tracking to enhance trust and efficiency. By democratizing access to knowledge and promoting collaborative learning, SkillBridge aims to bridge the gap between people with skills and those seeking them. This model supports lifelong learning, community engagement, and cost-effective education while empowering individuals to grow personally and professionally through mutual knowledge sharing.

DOI: https://doi.org/10.5281/zenodo.19184934

The Fast Lane of Shopping: Quick Commerce’s Grip on Modern Consumers

Authors: Dr. D. V. Padmaja, Thilak KA, Vishvakumar A

Abstract: Digital technology has radically changed the retail business and given rise to quick commerce. Quick commerce offers products that are delivered within minutes and has greatly changed consumer shopping habits and expectations. The current study, “The Fast Lane of Shopping: Quick Commerce’s Grip on Modern Consumers,” focuses on how quick commerce platforms influence purchase habits, spending, and decision-making. Data for the study were collected through a structured questionnaire distributed to the respondents using simple random sampling. Analysis of the data was done using descriptive and Chi-Square tests. Results from this study indicate that convenience, urgency, and fast delivery are the leading factors behind the adoption of quick commerce. Although quick commerce is rapidly gaining popularity among modern consumers, traditional stores remain important in planning and bulk purchases.

Impact Of Hybrid Model On Employees Job Satisfaction Towards IT Industry – A Special Reference To Hyderabad City

Authors: Mrs. A. Santhoshi

Abstract: The Hybrid Work Model, which combines working from home and working in the office has changed the way people work in a way. It has affected how employees feel about their jobs in ways giving them flexibility while still letting them work together as a team. After the pandemic many companies changed the way they work and started using technology which made them start using the Hybrid Work Model really fast especially in the IT industry. Hyderabad, which is one of the IT hubs in India has seen a lot of companies start using hybrid work systems that let employees work from home and the office. The Hybrid Work Model has changed the way companies in the IT industry work in a way. This study looks at how the Hybrid Work Model affects how happy employees are with their jobs and how it affects their minds, bodies and feelings. It also looks at how the Hybrid Work Model affects the balance between work and life how happy people are with their jobs how connected they feel to others how flexible their work is and how support they get from their companies. The study focused on five IT companies in Hyderabad. Looked at how the Hybrid Work Model affects employee well-being. The people doing the study collected information from 170 IT employees by asking them questions. They used tools like percentage analysis mean score analysis and Chi-square tests to look at the information they collected. What they found out is that the Hybrid Work Model is good for employees because it helps them balance their work and life makes them more productive and makes them happier, with their jobs. The study says that if companies use the Hybrid Work Model in a way it can make employees more engaged and make the company work better.

DOI: https://doi.org/10.5281/zenodo.19229984

Analyzing The Factors That Influencing Digital Payments Usage Among Street Vendors

Authors: Dr.S.M. Yamuna, AlagarAbhishek.P. K, Annis Sara. A, Harshavarshini. S

Abstract: In recent years, digital payment systems have significantly transformed financial transactions, particularly in developing countries like India. Street vendors, who form a vital part of the informal economy, are increasingly adopting digital payment methods due to the widespread use of smartphones, improved internet connectivity, and supportive government initiatives such as Digital India and the Unified Payments Interface (UPI). The shift towards digital payments was further accelerated by major events such as the 2016 demonetization and the COVID-19 pandemic. Demonetization pushed both consumers and vendors to explore cashless alternatives, while the pandemic emphasized the importance of contactless transactions for safety and hygiene. As a result, many street vendors started accepting payments through QR codes, mobile wallets, and UPI applications, making digital transactions a part of their daily business operations. However, the adoption of digital payment systems among street vendors is influenced by several factors. Key drivers include customer preference, ease of use, and convenience. At the same time, barriers such as lack of awareness, low digital literacy, fear of fraud, and poor network connectivity continue to restrict wider adoption. This study aims to analyze the factors influencing digital payment usage among street vendors using a descriptive research design. It is based on both primary and secondary data, with primary data collected through structured questionnaires and interviews. The study highlights that improving digital literacy, enhancing infrastructure, and building trust in digital systems can significantly increase the adoption of digital payments among street vendors, thereby promoting financial inclusion and economic growth.

DOI: https://doi.org/10.5281/zenodo.19234350

A Study On The Influence Of Green Labelling On Sustainable Consumer Purchase Behaviour

Authors: Dr.S.M. Yamuna, Anuprathiksha R, Dharshan D, Divya Sri D

Abstract: The increasing concern for environmental sustainability has significantly influenced consumer purchasing behaviour in recent years. Green labelling has emerged as an effective tool that provides information about the environmental attributes of products and helps consumers make responsible purchasing decisions. This study aims to assess the impact of green labelling on consumer purchase behaviour towards sustainable products. Primary data were collected from 150 respondents using a structured questionnaire. The study applies statistical tools such as percentage analysis, chi-square test, ANOVA, and ranking methods to interpret the data. The findings reveal that consumers show a moderate to high level of awareness regarding green-labelled products. Factors such as label credibility, environmental concern, and product availability positively influence purchase decisions, while price perception acts as a limiting factor.The study concludes that green labelling plays a significant role in promoting sustainable consumption and influencing consumer behaviour

The Effect Of Corporate Governance Practices On Organizational Financial Performance

Authors: M.Jyothi Prasad , S.Elizabeth Pravena, S.Elizabeth Pravena

Abstract: The paper aims to provide an in-depth analysis of the interrelation between corporate governance practices and organizational financial performance, based on the integration of recent empirical findings from various geographical settings. By examining the various corporate governance practices, such as board structures, ownership patterns, audit committee effectiveness, and new ESG practices, the research aims to understand the impact of these factors on organizational value, profitability, and market efficiency. The research proposes an Integrated Corporate Governance-Performance Framework (ICGPF) that identifies the various effects of corporate governance practices on organizational performance as direct effects (mechanisms on financial performance), indirect effects (financial distress or information asymmetry), and contextual effects (institutional settings and organizational characteristics). The research findings indicate that managerial ownership and audit committee effectiveness have positive effects on organizational value, while board gender diversity and board size show positive associations with organizational financial performance in emerging economies. However, the findings indicate that independent commissioners may have negative effects in certain settings, while CEO tenure shows negative associations with ROA, indicating the possibility of managerial entrenchment. Furthermore, the results obtained by the meta-analytical method based on the analysis of global research suggest that with a high level of ESG disclosure and performance, the intrinsic firm value increases. However, this effect is more prominent for advanced countries. The comparative evaluation based on six analytical dimensions, such as ownership structure, board composition, audit mechanisms, ESG integration, contextual factors, and financial distress mediation, indicates that the effectiveness of the firm’s governance depends on the quality of the institutions.

DOI: https://doi.org/10.5281/zenodo.19253019

The Role Of Content Marketing In Building Brand Trust And Customer Retention

Authors: Dr.B.Deepapriya

Abstract: This paper undertakes a comprehensive analysis of the role and importance of content marketing in developing brand trust and customer retention in the current digital age. Through a systematic analysis of recent industry research and evidence from 2021 to 2026, this study explores how content marketing strategies shape consumer perceptions and create trust and retention between consumers and brands. The study suggests a Trust-Driven Content Retention Framework (TDCRF), which differentiates between trust mechanisms, engagement routes, and retention outcomes. The analysis suggests that trust and credibility have become more important outcomes than engagement and lead generation from content marketing strategies, with 61% of marketers citing trust as the most important outcome from content marketing strategies. Consumer behaviors have become more demanding, with 75% of consumers reporting a negative perception about a brand after finding that product information is incomplete, and 44% deciding not to proceed with a purchase due to insufficient information. Furthermore, the trend towards micro-influencers and authentic partnerships with creators is gaining momentum, with 47% of marketers achieving the best results with micro-influencers, while 61% of consumers trust the recommendations of creators compared to traditional advertising campaigns. The comparative evaluation of the four analytical dimensions of content quality, partnerships with creators, transparency practices, and measurement systems shows that effective customer retention strategies involve the use of integrated approaches in which trust acts as the means and the end of content marketing strategies.

DOI: https://doi.org/10.5281/zenodo.19252626

Sustainability green environment towards urban areas : A critical study of e-vehicles in India

Authors: Prof. (Dr.) Mohit Sharma, Dr. Anand Sengupta

Abstract: – Over the last decade technological advancements of the car have gone rapidly. Emissions and environmental impacts have been significantly reduced. Even so that the Government of India Ministry of Transport wanted to check if it is still valid to prioritize investments in the transport over the car system motivated by environmental arguments. A study has been performed comparing the environmental impacts of car use and transport in urban areas. Next to the current situation technological and policy advancements have been considered in considering future scenarios for 2047. As part of the urban transport the environmental impacts of buses, trains and trams/metro have been considered. Next to emissions, energy use, noise nuisance, waste materials and use of scare space have been considered (MILOV model). The study shows that notwithstanding the technological improvements by the automobile industries the urban environmental impact of the transport modes is still less than that of cars. Especially rail systems seem very environmentally efficient. Nevertheless, serious attention needs to be paid on the emissions of SO2 and Nox by the public transport. Policies like privatizing transport and reductions of subsidies are estimated to work in favor of the environmental impact of transport although there might be a slower penetration of the market of cleaner but more expensive technologies. This only stresses the need of further internalize external costs for all modes.

Green Innovation And Sustainable Development: An Analysis Of Eco-Friendly Products In Emerging Markets

Authors: Dr Anuranjita Dixit, Dr Saman Khan

Abstract: The global shift toward sustainable development has elevated green innovation from a niche corporate social responsibility initiative to a core strategic imperative for nations and enterprises, particularly within emerging markets. As these economies are projected to contribute approximately 65% of global economic growth by 2035, their transition toward eco-friendly products and circular manufacturing models is critical for planetary stability.1 This research paper provides a comprehensive analysis of the mechanisms driving green innovation in emerging economies across Asia, Africa, and Latin America. By evaluating the adoption of sustainable materials, renewable energy technologies, and disruptive business models, the study highlights how these regions are uniquely positioned for technological leapfrogging. Utilizing the Triple Bottom Line (TBL) and Circular Economy (CE) frameworks, the analysis examines the role of government policies, such as China’s Environmental Protection Law and India’s Extended Producer Responsibility, in fostering a competitive environment for green technologies.2 Detailed case studies of industry leaders like Natura &Co and M-KOPA demonstrate the feasibility of balancing high-growth objectives with environmental integrity.4 The findings suggest that while high implementation costs and institutional voids persist as significant barriers, the convergence of digital transformation and rising consumer environmental consciousness is creating a robust market for sustainable goods. The paper concludes with actionable recommendations for policymakers to harmonize regulatory frameworks and for researchers to focus on the technical optimization of bio-based materials and decentralized energy systems.

DOI: https://doi.org/10.5281/zenodo.19275941

Customers Attitude Towards Paperless And Eco-Friendly Banking Transactions

Authors: Dr.R.Vishnupriya, Sachin M, Sasiprakash R, Shanjai K

Abstract: Paperless and eco-friendly banking transactions have emerged as essential components of modern sustainable banking practices. With the rapid advancement of digital technology and increasing environmental concerns, banks are shifting towards paperless operations to reduce ecological impact and enhance operational efficiency. This study analyses customers’ attitudes towards such services, focusing on their willingness to adopt, perceived convenience, and behavioural responses. The research is based on primary data collected from 150 respondents through a structured questionnaire using the snowball sampling technique. Percentage analysis has been employed to interpret the data. The findings reveal that customers exhibit a highly positive attitude towards paperless banking, with a majority expressing enthusiasm and willingness to adopt eco-friendly services due to their convenience, time-saving nature, and environmental benefits. However, a small proportion of customers remain cautious due to security concerns, lack of digital literacy, and habitual dependence on traditional banking methods. The study concludes that strengthening awareness, trust, and technological accessibility can significantly enhance the adoption of paperless banking.

DOI: https://doi.org/10.5281/zenodo.19276000

Cybersecurity Risks And Data Privacy Challenges In Cryptocurrency Ecosystems: A Systematic Review With Evidence From Himachal Pradesh, India

Authors: Ms.Anita Verma, Dr. Ashok Kumar Bansal

Abstract: The rapid evolution of cryptocurrency and blockchain technology has significantly transformed the global financial ecosystem by enabling decentralized, transparent, and efficient digital transactions. However, this transformation has also introduced substantial cybersecurity threats and data privacy concerns. In India, particularly in emerging regions such as Himachal Pradesh, the growing adoption of cryptocurrency and digital financial platforms has increased exposure to cyber risks includes fraud, hacking, and identity theft. This study presents a systematic review of cybersecurity threats and data privacy issues associated with cryptocurrency transactions, supported by real-world case studies from India and global contexts. Secondary data were collected from academic journals, government publications, cybersecurity reports, and news sources published between 2015 and 2025. The findings reveal that phishing attacks, Ponzi schemes, exchange hacking, malware infections, and privacy breaches are among the most critical risks. Evidence indicates that cryptocurrency scams in Himachal Pradesh alone have resulted in losses exceeding ₹2,000 crore. The study concludes that while blockchain technology offers strong cryptographic security, vulnerabilities persist due to user behavior, technological limitations, and regulatory gaps. It recommends strengthening regulatory frameworks, enhancing digital literacy, and integrating advanced cybersecurity mechanisms. The study contributes to understanding cybersecurity challenges in emerging digital economies and provides actionable insights for policymakers and stakeholders.

DOI: https://doi.org/10.5281/zenodo.19277722

Financial Inclusion, Rural Lending And Its Impact On Profitability In Indian Small Finance Banks

Authors: Roshan Daniel Rosario, Dr. Mohit Boralkar

Abstract: Purpose – The research designates whether financial inclusion requirements, including Priority Sector Lending (PSL) compliance, microfinance lending intensity, and the rural branch density, have systematic effects on profitability of Indian Small Finance Banks (SFB) and to what conditions this relation is valid. Design/Methodology/Approach – A longitudinal panel dataset consisting of 6 large SFBs (AU, Equitas, Ujjivan, Utkarsh, Jana, and Suryoday), on FY2018-FY2025 generated 48 bank-year observations used to analyze with Fixed and Random Effects panel regression. Hausman test helps to select the estimators. Mediation is hypothesized using the Baron and Kenny (1986) model using Sobel testing and multicollinearity using Variance Inflation Factors. Findings – ROA belonging to moderate levels of PSL compliance (60-75% of ANBC) displays a non-linear optimum, which is optimally linear with these extremes. Microfinance concentration higher than 70% greatly reduces ROA and ROE with a complete mediation of the Gross NPA ratio (Sobel z = -4.21, p = -0.001). Branch density in rural branches lowers short term ROA but has positive impact on Net Interest Margin, in terms of increasing yields on portfolios. The inclusion-profitability relationship is also largely moderated by the size of the bank with a larger SFB being able to absorb the cost of high inclusion intensity. Fixed Effects model accounts of 68.4 percent of the variation in ROA between the panel. Limitations/Implication of the Research – The sample of six prevalent SFBs is restricted, and it can bring about survivorship bias. Disaggregation and disgustre of PS language and inclusion results that started at the ground level are beyond the scope of this study. The COVID-19 shock (FY2021-22) might have intensified the microfinance-NPA-profitability channel by magnifying it by even more than the non-crisis magnitudes. Respondent findings suggest tiered PSL compliance architecture, explicit microfinance concentration cap and differentiated supervisory norms that are adjusted to the institutional maturity. Originality /Value – The study is one of the first to model three financial inclusion variables concurrently with various dimension of profitability on eight-year panel data between pre-, during-, and post-COVID periods on a similar SFB sample. The find of nonlinear PSL optimality level and full GNPA-mediated transmission presents new empirical data contribution to the literature of mission-driven banking and suggests empirical evidence-based regulatory measures and SFB practitioners.

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Impact Of Central Bank Digital Currency (CBDC) On Banking Variables: Evidence From Indian Commercial Banks

Authors: Nilanka Paul, Dr. Mohit Boralkar

Abstract: Purpose — The following research will look into the empirical relationship of introduction of Central Bank Digital Currency (CBDC) to two important banking variables, deposit growth and credit growth in the Indian commercial banking system. The rationale behind the study is the rising policy concern over the world about CBDC and the critical poverty of bank level empirical data on its impacts especially in the case of large emerging economies where the financial structure, regulatory framework, and digital infrastructure system vary significantly with the advanced economies where prevailing theoretical frameworks are optimized Design/Methodology/Approach — A quantitative, non-experimental research design is implemented. The results of the analysis of panel data on 19 Indian commercial banks in the period between the fiscal years 2018 and 2025 provide 151 bank-year observations. Two Ordinary Least Squares (OLS) regression equations are estimated in which the deposit growth is the dependent variable and the credit growth is the dependent variable. The CBDC variable is operationalised as a binary dummy variable, which will be set to 1 between 2022 to 2025 Indias Digital Rupee ( e- INR) pilot programme and to 0 between 20182021 which is the pre-pilot period. This includes GDP growth rate and RBI repo rate that are the control variables in the macroeconomy and the current monetary policy condition and environment respectively. Findings — The results indicate that there is an asymmetric pattern of association. There is no statistically significant difference in the growth of deposits between the two periods of CBDC introduction (b3 = [?]0.0148, p = 0.605), which means that there is no statistically significant deposit displacement throughout the pilot period. GDP growth alone (b1 = 0.0301, p < 0.001) and the repo rate (b2 = [?]0.0338, p = 0.025) have the largest negative effect on deposit behaviour, which is secondary. The deposit growth model has a good level of explanatory power (R2 = 0.453). Conversely, the CBDC dummy variable relates positively and significantly to credit growth (b3 = 0.0698, p = 0.008), which is an unexpected result that contradicts the theoretical account of disintermediation of the bank, but is in line with complementarity arguments and the institutional aspects of the pilot phase. There is less explanatory power of the credit growth model (R2 = 0.099). Research Limitations and Implications — The CBDC dummy records the time of introduction and not the actual intensity of adoption, allowing the CBDC coefficient susceptible to omitted variable bias in simultaneous structural changes like the post-COVID credit recovery of India. The lack of bank-level control variables and fixed effects is a known weakness. Despite this, the research offers empirical data that the conservatively designed e-INR pilot in India has not upset deposit mobilisation, and the positive credit association can be credited to the digital infrastructure complementarities, and not direct CBDC impacts. The results have a direct implication on the design calibration of the CBDC and a gradual scaling of the e-INR programme. Originality/Value — The research may be described as one of the first attempts to make use of bank-level OLS panel regression to empirically measure the relationship between the introduction of CBDC and the banking performance in the Indian environment. Available literature in this field has been largely theoretical, simulation oriented or biased on developed economies. The study adds a new empirical layer, previously lacking the country-specific, institution-level, quantitative evidence of the current policies, to a literature that has so far remained devoid of CBDC policy dummy and macroeconomic control.

A Study On Price Discrimination Strategies On Airline Industries

Authors: Chinnathambi A, Dr.M.D. Chinnu

Abstract: Price discrimination in the airline industry is a strategic practice where airlines charge different fares for the same service based on factors such as booking time, passenger type, demand, and service class. This approach allows airlines to maximize revenue by capturing consumer surplus from business and leisure travelers with varying willingness to pay. Strategies include advance-purchase discounts, last-minute pricing, differentiated cabin classes, loyalty programs, and route-specific pricing. Dynamic pricing systems enable airlines to adjust fares in real-time according to demand fluctuations. By segmenting customers and offering personalized pricing, airlines optimize seat occupancy while enhancing profitability.

The Evaluation Of The High Banking Sector Profits And Weak Manufacturing Start-up Entrepreneurs In Zimbabwe

Authors: Martha Chikata, Dr Dularii Ajitsingh Rajpoot

Abstract: This study investigates the paradoxical relationship between high profitability in the banking sector and the persistent financial vulnerability of manufacturing start-up entrepreneurs in Zimbabwe. While the financial sector has remained profitable in the post-hyperinflation period, manufacturing start-ups continue to face structural barriers to accessing affordable and timely finance. This imbalance has constrained industrial growth, innovation, and employment creation, undermining broader economic recovery efforts. Grounded in financial intermediation and institutional theory, the study examines how banking practices, risk perceptions, and credit allocation mechanisms shape entrepreneurial outcomes in the manufacturing sector. A mixed-methods research design was employed, integrating quantitative surveys administered to banking professionals and manufacturing entrepreneurs with qualitative interviews and focus group discussions. Quantitative data were analysed using descriptive and inferential statistical techniques, while qualitative data were thematically analysed to triangulate and contextualise findings. Reliability and validity were strengthened through methodological triangulation and instrument testing. Findings reveal that banks prioritise low-risk, high-return financial activities, including treasury instruments and foreign exchange trading, while imposing stringent collateral requirements and high interest rates on start-up entrepreneurs. Entrepreneurs reported limited access to tailored financial products, lengthy loan processing times, and weak advisory support. These practices reflect a risk-averse banking culture that constrains innovation and weakens the manufacturing start-up ecosystem. The study further identifies policy and institutional gaps, including fragmented support mechanisms and limited coordination between banks and development finance institutions. The study concludes that Zimbabwe’s profitable banking sector has not effectively fulfilled its developmental intermediation role in supporting manufacturing entrepreneurship. Policy reforms, targeted credit guarantee schemes, and customised start-up financing instruments are recommended to better align banking incentives with industrial development objectives. Strengthening access to finance for manufacturing start-ups is critical for revitalising Zimbabwe’s productive sector and fostering sustainable economic growth.

DOI: https://doi.org/10.5281/zenodo.19334155

Adoption Factors Of Health-tech In India.

Authors: Debanik Chakraborty, Prof. Tanya Sharma

Abstract: Health-Tech is now a prominent e-health solution, and it is now possible to conduct consultation remotely, improving the accessibility of medical services. Health-Tech is increasingly becoming available in India but is not evenly used by users. The present study is a review of existing problems that influence the adoption of Health-Tech services in India, based on the Technology Acceptance Model (TAM). The paper focuses on the relationship between ease of use, usefulness, and the intention of users to adopt Health-Tech platforms. Quantitative research methodology was employed, and a structured questionnaire was used to collect data from 118 respondents. Data were examined using Jamovi statistical software, including descriptive and path analysis to support the hypotheses. The results indicate that perceived ease of use has a positive effect on perceived usefulness, implying that user-friendly Health-Tech tools enhance perceived usefulness. However, perceived usefulness was not found to have a significant positive effect on behavioral intention to utilise Health-Tech services. These findings imply that users may be conscious of the potential benefits of Health-Tech, yet other aspects such as trust, digital literacy, and privacy concerns may affect their consumption of such services. The study contributes to the current body of knowledge regarding Health-Tech adoption behaviour in India and guides healthcare providers and policy- makers interested in increasing access to and utilization of digital healthcare services.

The Impact of Climate Finance on Economic Performance in Nigeria: The Role of Institutional Quality and Policy Effectiveness

Authors: Bello H.T, Fakorede S.G, Adekusibe E.A, Olumo A.O, Balogun F.O, Omotoyo I.A, Akande I.A.

Abstract: This study examines the impact of climate finance on Nigeria’s economic performance from 2010 to 2025, with particular attention to institutional quality and policy effectiveness as moderating factors. Using descriptive statistics, correlation analysis, and multiple regression modeling, the study analyzes both domestic and international climate finance inflows and their effects on GDP growth. The findings indicate that climate finance significantly contributes to economic growth, and its effectiveness is amplified by strong institutions and well-implemented policies. Sectoral analysis reveals that energy, agriculture, and infrastructure derive the greatest benefit from targeted climate finance. The study provides policy-relevant insights for optimizing climate finance deployment and enhancing sustainable economic development in Nigeria.

A Study on the Effectiveness of Performance Appraisal in Managerial Employees of a Bank

Authors: Dr. R. Indra, Ms. N.Aarthikani

Abstract: Performance appraisal is a critical human resource function that evaluates employee performance and aligns individual goals with organizational objectives. This study examines the effectiveness of performance appraisal systems for managerial employees in a banking institution. It explores appraisal methods, employee perceptions, and the impact on motivation, productivity, and career development. The findings suggest that transparent, fair, and goal-oriented appraisal systems significantly enhance managerial performance and organizational growth.

Trademark Disputes Over Property Names

Authors: S. Shreya, Dr. Saajisivan S

Abstract: Trademark disputes involving property names are growing rapidly in recent years. Builders, developers, and real estate companies give unique attractive names to housing projects, apartments, malls, and commercial complexes to add brand value. Such names at times have been registered as trademarks. In case of identical or similar property names being used by different parties, such circumstances may cause confusion among consumers. This paper provides an overview of the concept of trademarks over property names, the legal mechanism regarding disputes arising, important judicial precedents that have been decided, and enunciate certain problems in enforcement. This paper highlights trademark law’s protection for property names and balancing of commercial interests with public rights.

Assessment of Occupational Health Hazards & Preventive Practices Among Health Care Workers at Chennai Port Trust Authority Hospital

Authors: Lavanya A, Dr.Aysha Fathima Y

Abstract: Occupational health hazards remain a significant concern among healthcare workers due to their continuous exposure to biological, chemical, physical, ergonomic, and psychosocial risks. This study assesses the level of occupational hazards and the preventive practices adopted by healthcare workers in a Port Trust Authority Hospital using a descriptive research design with a sample of 120 respondents selected through purposive sampling. Data were collected through a structured questionnaire and analyzed using statistical tools such as percentage analysis, ANOVA, chi-square, and correlation tests. The findings reveal that healthcare workers are highly exposed to biological hazards, ergonomic issues, and workrelated stress; however, most respondents demonstrate good awareness and adherence to preventive practices, including the use of personal protective equipment (PPE), proper waste management, and participation in safety training programs. Furthermore, statistical analysis indicates significant associations between demographic factors and exposure to certain hazards. The study concludes that although preventive measures are widely practiced, continuous training, effective policy implementation, and regular monitoring are essential to further reduce occupational risks and enhance workplace safety.

DOI: https://doi.org/10.5281/zenodo.19368154

Gender Inequality In Higher Education And Employment Opportunities In India

Authors: Rohith Kumar, Akanksha Mohanka, Snehitha Chowdary, Arshia Baranwal, Sagarika Girish

Abstract: Gender inequality in India remains a major challenge despite progress in education and economic development. Under United Nations SDG 5 (Gender Equality), the goal is to eliminate discrimination and ensure equal opportunities for women. However, inequalities persist, especially in higher education and employment, due to social norms, financial barriers, and workplace discrimination. This study examines how these challenges affect women’s access to education and job opportunities.

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“Exploring The Impact Of Employee Training Programmes: A Pilot Study In Logistics Firms, Pune”

Authors: Ms. Priya Kailas Borse, Dr. (Prof.) Rakesh Sonaji Patil

Abstract: The logistics industry has emerged as a vital component of India’s rapidly expanding economy, serving as a critical enabler of manufacturing, retail, and service sectors. In cities like Pune an industrial hub known for its automotive, warehousing, and supply chain operations the performance of logistics firms depends largely on the competency and adaptability of their workforce. While technical proficiency is essential for operational efficiency, the increasing complexity of customer demands, digital transformation, and competitive pressures have emphasized the growing need for soft skills such as communication, teamwork, leadership, time management, and problem-solving. Hence, this study focuses on understanding the design, delivery, and impact of various training programmes, particularly soft skills training, on employee development in logistics firms in Pune. The research adopts a mixed-method approach combining both qualitative and quantitative analyses. A structured questionnaire was developed and administered to employees and HR professionals from selected logistics firms across Pune. To ensure the reliability and validity of the data collection instrument, a pilot study was conducted with 45 logistics firms, resulting in 75 responses. The pilot phase represented 20% of the total proposed sample size, adhering to methodological standards in social science research. Reliability testing was conducted using Cronbach’s Alpha, and the obtained value exceeded the threshold of 0.70, confirming strong internal consistency and validity of the instrument. An extensive literature review was carried out, covering more than 38 national and international research articles, along with three Ph.D. theses related to training program evaluation and human resource development. The review highlighted that soft skills training is not only a developmental necessity but also a strategic tool for organizational sustainability. It plays a crucial role in improving communication flow, enhancing teamwork, reducing conflicts, and fostering leadership potential among employees. Moreover, studies in human resource management emphasize that continuous learning interventions significantly impact employee engagement, productivity, and retention in service-driven sectors like logistics. Preliminary findings from the pilot study indicate that soft skills training directly influences employee performance, job satisfaction, and organizational efficiency. Respondents reported noticeable improvements in interpersonal relationships, customer handling, and team collaboration following exposure to structured soft skills development programs. The study also revealed gaps in training delivery specifically, the lack of customized modules addressing industry-specific behavioral competencies which will be addressed through a proposed sample soft skills training framework designed by the researcher. This framework emphasizes need assessment, blended learning methods (including workshops, simulations, and e-learning), and post-training evaluation through the Kirkpatrick’s Four-Level Model. The research contributes to both theoretical and practical dimensions of human resource development. Theoretically, it integrates concepts of training effectiveness, employee competency development, and organizational learning within the logistics context. Practically, it offers insights for HR professionals and management practitioners in logistics firms to design evidence-based training interventions that align with business objectives and operational challenges. In conclusion, this study underscores that soft skills training is an indispensable component of employee development in the logistics industry. By strengthening communication, adaptability, and leadership abilities, such training not only enhances individual performance but also drives organizational competitiveness in a rapidly evolving marketplace. The proposed training model and empirical findings from this study will provide a roadmap for logistics firms in Pune to develop a more skilled, efficient, and future-ready workforce.

DOI: https://doi.org/10.5281/zenodo.19368405

Case Study: Competing In The AI Market – Google Gemini

Authors: Dr Rafana Kazi

Abstract: The rapid evolution of artificial intelligence (AI) has intensified competition among major technology companies. This case study examines the strategic positioning of Google in the AI market through the development of Gemini. Introduced as a next-generation multimodal AI model, Gemini is designed to compete with leading systems such as GPT-4 and other large language models. The study explores Google’s approach to integrating Gemini across its ecosystem, including search, cloud services, and productivity tools. It highlights key factors such as innovation in multimodal capabilities, scalability, ethical AI deployment, and market competition. Furthermore, the analysis evaluates the challenges Google faces, including regulatory scrutiny, data privacy concerns, and intense rivalry from companies like OpenAI and Microsoft. The case study concludes that while Gemini strengthens Google’s competitive edge, sustained success depends on continuous innovation, responsible AI practices, and effective market adaptation.

DOI: https://doi.org/10.5281/zenodo.19385791

Impact of Festival Offers On Consumers Buying Behavior Towards Online Grocery Shopping

Authors: Mr.S.Linkesh Kumar, Mr. J.Kalai chezhiyan, Mr.M.Sibi Eshwar, Mr.M.Thiruvarasan, Mr.R Karan, Mrs.N.Manju

Abstract: Online grocery shopping has become an integral part of consumers’ daily lives due to increasing internet penetration, smartphone usage, and convenience. Festival seasons play a vital role in boosting online grocery sales, as retailers provide attractive discounts, cashback offers, bundle deals, and free delivery services. These promotional strategies significantly influence consumers’ buying behavior and purchase decisions. This study aims to analyze the impact of festival offers on consumers’ buying behavior towards online grocery shopping. The study adopts descriptive research design and collects data using structured questionnaires from 150 respondents. The collected data were analyzed using descriptive statistics and correlation analysis. The findings reveal that festival offers significantly influence consumers’ purchase decisions, increase spending behavior, and encourage brand switching. The study suggests that online grocery platforms should improve delivery efficiency, personalized offers, and customer service during festival periods.

“Impact Of Personalized Marketing On Customer Loyalty: A Study Of Amazon Prime Users In Chennai”

Authors: Kamaleshwari.T, Siva Kumar.S, Santhosh.S, Akhil.K

Abstract: This study investigates the impact of personalized marketing on customer satisfaction and loyalty among Amazon Prime users in Chennai. With the rapid evolution of e-commerce, personalization has become a critical strategy for enhancing customer engagement. A descriptive and analytical research design was employed using both primary survey data and secondary sources. The findings indicate that personalized recommendations, targeted offers, and customized communication significantly improve customer satisfaction and foster long-term loyalty. A majority of respondents reported high satisfaction levels and strong willingness to recommend the service. However, concerns related to data privacy, over-personalization, and algorithmic limitations were also identified. The study concludes that while personalized marketing is highly effective, its sustainability depends on ethical practices, transparency, and continuous technological improvement.

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Gender Discrimination In Education In India: Evidence From Census

Authors: Dr. Sunil Kumar Tripathi

Abstract: Gender discrimination in education remains a significant issue in India, with persistent disparities in enrollment, retention, and completion rates between male and female students. This study examines the extent of gender-based disparities in education using data from the Indian Census, providing an empirical analysis of the gender gap in literacy rate across the country. By analyzing trends over several decades, the study highlights the structural and socio-cultural factors that contribute to gender discrimination in education, such as economic constraints, patriarchal norms, and the undervaluation of girls’ education. The research is based on secondary data mainly obtained from different round of Census, Women and Men reports and other relevant websites etc. To reach at the appropriate result, trend analysis has been done. To explore research objective Decadal Growth Rate analysis has been done. The findings reveal that despite progress in reducing the gender gap in education, significant barriers remain, particularly in rural areas and among marginalized populations. The study emphasizes the importance of policy interventions aimed at improving access to education for girls, such as scholarships, community engagement, and targeted programs for gender-sensitive schooling. In conclusion, the paper calls for continued efforts to dismantle gender-based biases in education, ensuring equal opportunities for all genders and contributing to a more inclusive and equitable educational landscape in India.

DOI: https://doi.org/10.5281/zenodo.19387320

Research done on the effects of the Entrepreneurial Training for students who intend to become Entrepreneurs

Authors: Harriet Vomu, Dr. Sumathi. K. Sripathi

Abstract: This Study examines the multifaceted effects of entrepreneurship training programs on student entrepreneurs, analyzing how structured learning experiences shape their mindsets, competencies, and readiness for business ownership. The study draws on existing literature and theoretical frameworks to assess both the immediate and long-term impacts of such training on aspiring entrepreneurs at the tertiary and post-secondary levels. The population under study will comprise of 150 learners from Shifwankula secondary school of Lusaka district making the total of 150 participants. Purposive sampling technique was used for 150 Business studies grade 12 learners in order to give every learner an equal chance to be studied , Questionnaires were used to collect data from learners. Findings consistently indicate that entrepreneurship training significantly enhances students’ entrepreneurial intention, self-efficacy, and opportunity recognition skills. Students who undergo formal entrepreneurship education demonstrate higher levels of creativity, critical thinking, and risk tolerance compared to those without such exposure. Furthermore, training programs that incorporate experiential learning, mentorship, and real-world business simulations tend to produce the most pronounced positive outcomes, bridging the gap between theoretical knowledge and practical application. The study also highlights that entrepreneurship training fosters the development of essential soft skills, including leadership, communication, negotiation, and resilience all of which are critical for sustainable business success. Additionally, trained student entrepreneurs are more likely to develop viable business plans, access start up funding, and navigate market challenges effectively. However, the effectiveness of training is found to vary depending on program design, instructor expertise, institutional support, and cultural context.

DOI: https://doi.org/10.5281/zenodo.19387544

The National Social Insurance Fund And Poverty Reduction Amongst Retirees In Cameroon: Challenges And Prospects

Authors: Sokem Assoua Riccardo

Abstract: In Cameroon, retirees suffers severe economic, social and material underdevelopment conditions, incarnated by their standard of living.This is in spite of the creation of the National Social Insurance Fund which is supposed to catalyse for poverty reduction amongst these retirees . In this regard, majority of these retirees are unable to support their basic necessities of feeding, children’s fees, shelter, clothing, health and many others, informed by these paucity of retirees’ material and economic factors.This paper is mounted to determine the role of the National Social Insurance Fund in poverty alleviation amongst the retirees in Cameroon. Using the Process Theory of public policy makers and the structural Functional Theory, this paper argues that the National Social Insurance Fund appear ill- situated to counteract the growth of poverty amongst retirees in Cameroon. The paper recommends that, the National Social Insurance Fund can play a significant role in reducing poverty amongst Cameroon’s retirees by enhancing pension benefit, effective follow up of digital census system, improving governance practices, addressing administrative bottlenecks.

Income And Wealth Inequality

Authors: Thanya Balaji, Srihariharan, Bhavanth Rajaraman, Harshavardhan

Abstract: This study examines income and wealth inequality across Indian states, analyzing its extent, regional patterns, and structural determinants. Using data on the Top 10% income share across 20 states, the research applies statistical tools including percentage analysis, measures of central tendency and dispersion, ANOVA, Chi-Square test, Lorenz Curve, and Gini Coefficient. The findings reveal that income inequality is widespread, persistent, and regionally differentiated. The overall average income share of the top 10% stands at approximately 48.15%, with a Gini Coefficient of 0.34, indicating moderate-to-high inequality. Western and Eastern regions display the highest concentration levels, while North-Eastern states show relatively lower inequality. Trend analysis spanning 2020 to 2026 confirms a consistent upward trajectory across all regions. The study concludes that inequality in India is structural and closely linked to patterns of industrial development and regional policy. Policy recommendations include inclusive growth strategies, progressive taxation, regional development programs, and social welfare expansion.

Upskilling And Reskilling: Building A Future-Ready Workforce In The Indian Construction Sector — Evidence From Vagmine Enterprises

Authors: Garvit Jhawar, Dr. Arun Bhadauria

Abstract: The Indian construction industry is undergoing a structural transformation driven by large-scale government infrastructure investment, rapid urbanisation, and the adoption of digital construction technologies including Building Information Modelling (BIM). These forces are rapidly altering skill requirements in ways that traditional, experience-based training models are inadequate to address. This study investigates the upskilling and reskilling landscape within Vagmine Enterprises, a mid-market construction company, through a structured quantitative survey administered to 285 valid respondents comprising site engineers, project managers, quantity surveyors, safety officers, and management trainees aged 18–38 years. The study examines programme awareness and participation rates, learning modality effectiveness, perceived competency gaps, organisational learning culture, and the relationship between structured learning participation and outcomes including career readiness, safety confidence, job satisfaction, and retention intent. Pearson correlation analysis reveals a statistically significant positive relationship between learning participation and career readiness (r = 0.581, p < 0.001). Three of four research hypotheses are supported at p < 0.001. BIM proficiency and digital project management tools emerge as the most critical and insufficiently addressed skills deficits, while site unavailability (64.2%) and content irrelevance (46.7%) are the dominant structural barriers to programme engagement. The study concludes with six evidence-based strategic recommendations focused on embedding learning within project lifecycles, scaling BIM upskilling, formalising site-based mentorship, and developing bilingual training materials.

DOI: https://doi.org/10.5281/zenodo.19415905

Monetary Policy And Economic Growth In Nigeria (1980–2024)

Authors: Bello Hassan T, Michael Mabel A, Sanusi Oluwaseun E, Olabode Samuel, Oguneso Olutomiwa, Okafor Frances, Ezekiel Whesu

Abstract: This study examines the impact of monetary policy on economic growth in Nigeria over the period 1980 to 2024. Despite sustained policy interventions by the Central Bank of Nigeria, economic growth has remained unstable, characterized by periods of expansion and contraction. This study investigates the extent to which key monetary policy instruments—money supply, interest rate, inflation, and exchange rate—affect output growth proxied by GDP. Using annual time-series data sourced from the World Development Indicators and the Central Bank of Nigeria, the study employs econometric techniques to analyze both short-run and long-run relationships. The findings reveal that money supply and exchange rate exert significant influence on economic growth, while interest rate effects are relatively weak. The results further show that Nigeria’s growth trajectory is highly volatile and sensitive to external shocks. The study concludes that while monetary policy plays a critical role in influencing economic performance, its effectiveness is constrained by structural weaknesses such as inflation instability, exchange rate volatility, and overdependence on oil revenue. JEL Classification: E52, E31, O47

DOI: https://doi.org/10.5281/zenodo.19416691

Influence Of Budgetary Allocation And Capacity Building On Performance Of Irrigation Projects In Tharaka-Nithi County, Kenya

Authors: Mbuba Martin Mbae, Joshua Tumuti

Abstract: This study examines the influence of monitoring and evaluation (M&E) practices on irrigation project performance in Tharaka-Nithi County, Kenya, focusing on baseline surveys, stakeholder participation, budgetary allocation, and capacity building. Employing a descriptive and explanatory research design, data were collected from 126 respondents across three major irrigation schemes using structured questionnaires. Multiple regression analysis revealed that these M&E practices collectively account for 24.5% of the variance in project performance (R² = 0.245, p < 0.001). Budgetary allocation emerged as the most significant predictor (β = 0.807, p < 0.001), demonstrating a strong positive correlation with project success. Stakeholder participation showed marginal significance (β = 0.135, p = 0.053), while baseline surveys exhibited minimal impact. Capacity building presented a complex relationship requiring further investigation, showing a positive bivariate correlation but a negative regression coefficient. The findings emphasise the critical importance of adequate M&E funding and integrated frameworks for achieving sustainable irrigation outcomes and addressing Kenya’s persistent food security challenges in semi-arid regions.

The Role of Export-Import Business n Global Trade: An Empirical, Industry and Organizational Analysis

Authors: Jaidali Makrani, Dr. Nirban Singh

Abstract: This study investigates the role of export–import business in shaping global trade dynamics, with a dual focus on macro-level industry analysis and micro-level organizational examination. It aims to assess the awareness levels, perceptions, and entrepreneurial intent of individuals with respect to international trade, while situating India’s export–import sector within the broader theoretical and empirical landscape of global commerce.
Design/Methodology/Approach: The study adopts a descriptive and analytical research design, combining primary and secondary data sources. Primary data was gathered through a structured questionnaire administered to 70 respondents using Google Forms and non-probability convenience sampling. Secondary data was drawn from seminal trade theories, institutional reports from the World Trade Organization, World Bank, IMF, UNCTAD, Ministry of Commerce (India), and peer-reviewed academic literature. Data was analyzed using percentage analysis, tabular presentation, and comparative interpretation. Findings: Empirical results indicate high awareness (80%) of export–import business and strong endorsement (84.3%) of its economic importance. Globalization is positively perceived by 71% of respondents as a driver of international trade. Government policy support is acknowledged by 67% of respondents, though a knowledge, action gap persists, with only 52.9% expressing entrepreneurial intent. Agriculture, pharmaceuticals, and textiles are identified as India’s perceived export strengths, and 54.3% believe India has potential to become a global trade leader. Research Limitations/Implications: The study is constrained by a relatively small convenience sample (n=70), which limits generalizability. Additionally, self reported data may introduce response bias. Future research should employ stratified probability sampling across diverse demographic groups and incorporate econometric modeling for causal inference. Practical Implications: Findings underscore the urgent need for enhanced policy literacy programs, digital trade infrastructure investment, and entrepreneurial ecosystem development. Practitioners and policymakers should prioritize simplifying regulatory frameworks, expanding trade facilitation services, and improving awareness of government export incentives to bridge the knowledge, action gap. Originality/Value: This study makes an original contribution by integrating classical and contemporary trade theory with empirical survey data in the Indian context, offering a holistic analysis of both industry dynamics and organizational functioning. The multi-theory lens spanning absolute advantage to the OLI framework provides a comprehensive analytical scaffold rarely employed in similar empirical studies.

The Role Of Export- Import Business In Global Trade: An Empirical, Industry And Organizational Analysis

Authors: Jaidali Makrani, Dr. Nirban Singh

Abstract: This study investigates the role of export–import business in shaping global trade dynamics, with a dual focus on macro-level industry analysis and micro-level organizational examination. It aims to assess the awareness levels, perceptions, and entrepreneurial intent of individuals with respect to international trade, while situating India's export–import sector within the broader theoretical and empirical landscape of global commerce.Design/Methodology/Approach: The study adopts a descriptive and analytical research design, combining primary and secondary data sources. Primary data was gathered through a structured questionnaire administered to 70 respondents using Google Forms and non-probability convenience sampling. Secondary data was drawn from seminal trade theories, institutional reports from the World Trade Organization, World Bank, IMF, UNCTAD, Ministry of Commerce (India), and peer-reviewed academic literature. Data was analyzed using percentage analysis, tabular presentation, and comparative interpretation. Findings: Empirical results indicate high awareness (80%) of export–import business and strong endorsement (84.3%) of its economic importance. Globalization is positively perceived by 71% of respondents as a driver of international trade. Government policy support is acknowledged by 67% of respondents, though a knowledge, action gap persists, with only 52.9% expressing entrepreneurial intent. Agriculture, pharmaceuticals, and textiles are identified as India's perceived export strengths, and 54.3% believe India has potential to become a global trade leader. Research Limitations/Implications: The study is constrained by a relatively small convenience sample (n=70), which limits generalizability. Additionally, self reported data may introduce response bias. Future research should employ stratified probability sampling across diverse demographic groups and incorporate econometric modeling for causal inference. Practical Implications: Findings underscore the urgent need for enhanced policy literacy programs, digital trade infrastructure investment, and entrepreneurial ecosystem development. Practitioners and policymakers should prioritize simplifying regulatory frameworks, expanding trade facilitation services, and improving awareness of government export incentives to bridge the knowledge, action gap. Originality/Value: This study makes an original contribution by integrating classical and contemporary trade theory with empirical survey data in the Indian context, offering a holistic analysis of both industry dynamics and organizational functioning. The multi-theory lens spanning absolute advantage to the OLI framework provides a comprehensive analytical scaffold rarely employed in similar empirical studies.

DOI: https://doi.org/10.5281/zenodo.19444573

Effect Of Product Feedback On Marketing Strategies Of Zudio

Authors: R.Ashwin Raj, M.Kiran, D.Nithiya Sri, B.Charan Varshan, D.Nissi S

Abstract: This study examines the effect of product feedback on marketing strategies, with specific reference to Zudio, a value-fashion retail brand. Product feedback, collected through customer reviews, surveys, and social media interactions, plays a crucial role in shaping brand perception and improving product offerings. The research explores how Zudio utilizes customer insights to refine its pricing, promotion, product design, and in-store experience. By analyzing both qualitative and quantitative feedback, the study highlights the importance of customer-centric decision-making in a competitive retail environment. Findings suggest that timely adaptation to consumer preferences not only enhances customer satisfaction but also strengthens brand loyalty and market positioning. The study concludes that integrating product feedback into marketing strategies is essential for sustainable growth and long-term success in the fast-fashion industry

The Effect of Seasonal Marketing Campaigns on Health Drinks

Authors: Kajasayakan. AIK, Nithish Balaji. A, Rinnah Grace. A, Varshini. G, Juhisvrinda. UN, Dr. K. Anitha

Abstract: Seasonal marketing campaigns play a crucial role in influencing consumer behavior and driving sales. These campaigns leverage the emotional and cultural significance of specific seasons, holidays, and events to create targeted promotions and boost brand visibility. This study explores the impact of seasonal marketing on sales performance, focusing on factors such as timing, consumer engagement, and promotional strategies. By analyzing sales data and marketing initiatives from various industries, the research highlights how businesses capitalize on seasonal trends to maximize revenue and customer retention. Key findings suggest that tailored campaigns during peak seasons, such as holiday sales or back-to- school promotions, significantly enhance consumer spending and brand loyalty. However, ineffective planning or over-saturation of campaigns can diminish returns. This study underscores the importance of strategic planning and market segmentation in optimizing the effectiveness of seasonal marketing campaigns, providing valuable insights for businesses aiming to improve their sales outcomes

DOI: https://doi.org/10.5281/zenodo.19450769

“Impact Of AI-Based Recruitment Tools On Hiring Efficiency And Quality Of Talent

Authors: Sneha Garg, Dr. Samarth Pande

Abstract: Recruitment practices in a range of industries have changed substantially as a result of the use of artificial intelligence (AI) into human resource management. AI-based recruiting solutions are being used by businesses more and more to boost talent acquisition tactics, improve candidate screening, decrease bias, and increase hiring efficiency. This study looks at how hiring effectiveness and the general caliber of talent acquisition are affected by AI-based recruitment tools. The study uses primary and secondary data sources in a descriptive research design. Structured questionnaires were utilized to collect primary data from HR professionals and job seekers, while credible online sources, HR industry papers, and scholarly publications were used to obtain secondary data. The results show that AI-driven recruiting tools greatly shorten the time to hire, improve candidate-job matching, increase screening accuracy, and help make better hiring decisions. But issues with algorithmic prejudice, data privacy, and the absence of human judgment still exist. The study comes to the conclusion that, when used strategically in conjunction with human oversight, AI-based recruitment technologies have a beneficial impact on hiring efficiency and talent quality. Companies can gain a long-term competitive edge in hiring talent by combining AI with moral leadership and open procedures.

DOI: https://doi.org/10.5281/zenodo.19453858

A Study On Consumer Satisfaction Towards Hypermarkets With Special Refernce To D-Mart, Reliance Smart And Deli Fressh In Tirupur City

Authors: Ms. T. Deepika, Ms. R. Harini

Abstract: The organized retail sector in India has witnessed rapid expansion due to changing consumer lifestyles, urbanization, and increasing income levels. Hypermarkets have become a popular retail format by offering a wide range of products, competitive pricing, and a convenient shopping experience. This study examines customer satisfaction towards hypermarkets in Tirupur city. Primary data were collected from 120 respondents using a structured questionnaire. Analytical tools such as percentage analysis, weighted average method, and chi-square test were employed. The findings reveal that price, product variety, and store ambience are the most influential factors affecting customer satisfaction. The study concludes that although customers are generally satisfied, improvements in service quality and billing efficiency are required.

DOI: https://doi.org/10.5281/zenodo.19470472

Dei Climate And Organisational Commitment: Empirical Evidence from IT Professionals in Bengaluru, India

Authors: Kruthishree M Kiran, Dr. Pooja Nagpal

Abstract: Purpose: This study investigates the influence of Diversity, Equity and Inclusion (DEI) climate on organisational commitment among employees in information technology (IT) firms in Bengaluru, India – a context underserved by existing DEI research.Design/Methodology: A quantitative, cross-sectional design was employed. Primary data were collected from 173 full-time IT professionals in Bengaluru using a structured, validated questionnaire. DEI climate was assessed across three dimensions – Diversity, Equity, and Inclusion – using adapted scales from Mor Barak et al. (1998), Nishii (2013), and Colquitt et al. (2001). Organisational commitment was measured using the Allen and Meyer (1990) three-component scale. Pearson correlation, multiple regression, and Partial Least Squares Structural Equation Modelling (PLS-SEM) were applied for data analysis. Findings: DEI climate demonstrated a significant positive relationship with organisational commitment (r = 0.496, p < 0.001). PLS-SEM revealed that the model explains 74.5% of variance in organisational commitment (R² = 0.745). Equity climate emerged as the dominant predictor (β = 0.757, p < 0.001), followed by diversity climate (β = 0.203, p < 0.001). No statistically significant differences in DEI perceptions or commitment were found across demographic groups. Practical Implications: Organisations should embed equity-driven practices – transparent performance appraisals, merit-based promotions, and unbiased HR policies – as the foundation of their DEI strategy. Symbolic diversity initiatives, without substantive fairness, are insufficient to drive employee commitment. Originality/Value: This is among the first studies to operationalise DEI as a unified organisational climate construct and examine its predictive power on commitment using PLS-SEM within the Indian IT sector, directly addressing conceptual, empirical, and sectoral gaps in the DEI literature.

DOI: https://doi.org/10.5281/zenodo.19479124

Technology-Enabled Human Resource Functions: Opportunities, Benefits, And Challenges In The Digital Transformation Era

Authors: Dr. Manisha V. Nain, Dr. Kanchan Kumari, Dr. Manju Pathania Biswas

Abstract: Rapid advancements in digital technology have significantly reshaped the role of Human Resource Management (HRM) within modern organizations. HR functions that were once primarily administrative have gradually evolved into strategic activities supported by technology and data analytics. The integration of technologies such as Artificial Intelligence (AI), Machine Learning (ML), Human Resource Information Systems (HRIS), cloud platforms, and workforce analytics enables organizations to enhance workforce management, improve operational efficiency, and support informed decision-making. These digital tools facilitate several HR activities including recruitment, employee training and development, performance evaluation, compensation management, and employee engagement. The present study investigates the opportunities, advantages, and challenges associated with the adoption of technology-driven HR practices. A mixed-method research approach was adopted, combining a systematic review of scholarly literature with an empirical survey. Secondary information was obtained from academic databases such as Scopus, Google Scholar, Emerald Insight, and Springer Link, focusing on studies published between 2018 and 2024. In addition, primary data were collected through a structured questionnaire administered to 150 HR professionals working across sectors including information technology, manufacturing, banking, and services. The findings reveal that technology-enabled HR systems contribute significantly to improving operational efficiency, enabling data-based decision-making, and enhancing the overall employee experience. Digital recruitment platforms, HR analytics tools, and learning management systems help organizations simplify HR processes and support strategic workforce planning. Nevertheless, organizations continue to encounter challenges such as concerns regarding data privacy, limited digital competencies among HR professionals, resistance to technological adoption, and the risk of algorithmic bias in AI-supported HR decisions. The study concludes that organizations must integrate technological innovation with ethical governance and human-centric management approaches in order to achieve sustainable digital HR transformation.

Determinants Of Dividend Policy: An Empirical Analysis Of Firm-Specific Factors Among NIFTY 50 Companies

Authors: Sanjay M

Abstract: In this paper, the empirical investigation is conducted on the firm-specific determinants of dividend payment policy among NIFTY 50 listed companies during the period 2014 to 2024. The secondary data for 50 firms over a period of 10 years (N = 500) was collected from CMIE Prowess IQ, BSE, and NSE company reports. Fixed Effects (FE) Panel Regression (selected using Hausman specification test) with Panel Corrected Standard Errors (PCSE) was used to determine the effect of ROE, SIZE, LEV, LIQ, SG, and FCF on the Dividend Payout Ratio (DPR). Results indicate that profitability (β = 0.4521, p < 0.001), FCF (β = 0.2987, p < 0.001), and LIQ (β = 0.0912, p < 0.001) have a positive impact on DPR, whereas LEV (β = −0.1234, p < 0.001) limits the dividend. The within R² of 62.34% reinforces the model’s high level of explanatory ability. The findings support the theories of agency cost, signalling, life cycle, and pecking order, thus contributing empirical insights to dividend policy behaviour in India’s top large cap stock market segment.

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+HR Challenges in Managing Gig Workers in the IT Sector: An Empirical Investigation of Employee Engagement, Compensation, and Job Satisfaction

Authors: Srihari K S

Abstract: The rapid expansion of the gig economy has fundamentally transformed workforce dynamics in the Information Technology (IT) sector, creating new opportunities alongside complex human resource (HR) management challenges. This study examines the key HR challenges associated with managing gig workers in the IT sector, with specific focus on the roles of employee engagement and compensation & benefits as determinants of job satisfaction. Employing a quantitative research design, primary data were collected from 107 IT gig workers engaged in software development, web design, data analysis, and testing roles through a structured, validated 30-item questionnaire based on a five-point Likert scale. Data were analysed using descriptive statistics, Cronbach's Alpha reliability testing, Pearson correlation, multiple linear regression, independent-samples t-tests, and one-way ANOVA. Findings reveal that all three constructs—employee engagement (M = 3.687), compensation & benefits (M = 3.820), and job satisfaction (M = 3.782)—exceed the neutral midpoint significantly (p < 0.001), yet fall below the agreement threshold, indicating unresolved structural challenges. Multiple regression analysis demonstrates that employee engagement (β = 0.516) and compensation & benefits (β = 0.382) together explain 62.1% of the variance in job satisfaction (R² = 0.621). Gender- based analysis reveals significantly higher satisfaction among female gig workers (M = 3.952) compared to males (M = 3.530; p = 0.005). Satisfaction levels are consistent across work type and experience level, suggesting systemic rather than role-specific HR deficiencies. The study advances the application of the Job Demands-Resources (JD-R) Model and Self-Determination Theory to non- standard employment contexts, and offers actionable recommendations for HR professionals managing contingent IT workforces.

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A Study On Customer Satisfaction Towards Digital Banking Services

Authors: Maithili Kashinath Patil

Abstract: The digital revolution has significantly changed the banking sector, making services faster, more convenient, and easily accessible through digital platforms. In India, digital banking has grown rapidly, especially after demonetization and the COVID-19 pandemic. It allows customers to perform various banking activities such as money transfers, bill payments, and checking account details anytime and anywhere without visiting a bank branch. This study aims to examine customer satisfaction with digital banking services by focusing on important factors like ease of use, security, speed of service, technical issues, and availability of features. The research is based on primary data collected from around 100 respondents through structured questionnaires. Statistical tools such as correlation, regression, and descriptive analysis were used to understand the relationship between these factors and customer satisfaction. The findings show that digital banking has a strong positive impact on customers, especially due to its ease of use and quick service. However, technical problems and system errors can reduce user satisfaction. Overall, customers appreciate the convenience of digital banking, but improvements are needed in system reliability, user interface, and customer support. The study suggests that banks should focus on improving digital platforms, reducing technical issues, and increasing awareness and digital literacy among users to enhance overall customer satisfaction.

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The Role of Green Entrepreneurship in Promoting Sustainable Development: Issues, Barriers, and Growth Prospects

Authors: Ms. Navya. Nethula, Dr.Ch. Venkateswarlu

Abstract: Green entrepreneurship has emerged as a transformative approach to achieving sustainable development by integrating environmental responsibility with economic innovation. In the context of rising climate change concerns, resource depletion, biodiversity loss, and environmental degradation, traditional business models are increasingly being challenged to adopt sustainable practices. Green entrepreneurship refers to the creation and development of enterprises that prioritize environmental protection, social well-being, and economic viability simultaneously. It plays a crucial role in promoting sustainable development by fostering eco-friendly technologies, renewable energy solutions, waste management systems, sustainable agriculture, green manufacturing, and circular economy practices. The role of green entrepreneurship extends beyond profit generation; it emphasizes long-term ecological balance and social equity. By promoting energy efficiency, reducing carbon emissions, encouraging recycling and reuse, and minimizing environmental footprints, green enterprises contribute directly to the achievement of Sustainable Development Goals (SDGs). These ventures create green jobs, stimulate innovation in clean technologies, and support inclusive economic growth. Moreover, green entrepreneurs act as change agents by influencing consumer behavior, encouraging responsible consumption patterns, and advocating sustainable production systems. Despite its significant potential, green entrepreneurship faces numerous issues and barriers that hinder its growth. One of the primary challenges is limited access to finance. Green ventures often require substantial initial investment in research, technology, and infrastructure, while investors may perceive them as high-risk due to uncertain returns and longer payback periods. Regulatory complexities and lack of clear environmental policies also pose obstacles, especially in developing economies where policy frameworks are inconsistent or weakly enforced. Additionally, inadequate awareness among consumers, limited technical expertise, lack of skilled manpower, and insufficient support from financial institutions further restrict the expansion of green enterprises. Market-related barriers such as high production costs, intense competition from conventional businesses, and limited demand for green products also constrain entrepreneurial initiatives. In many cases, green products are priced higher due to sustainable sourcing and environmentally friendly production processes, making them less competitive in price-sensitive markets. Furthermore, the absence of proper infrastructure, such as recycling facilities and renewable energy grids, creates operational challenges for green entrepreneurs. However, the growth prospects of green entrepreneurship remain promising. Increasing environmental awareness, supportive government policies, international climate agreements, and rising demand for sustainable products provide significant opportunities. Technological advancements in renewable energy, electric mobility, green construction, and sustainable supply chain management are accelerating the transition toward a greener economy. Governments and international organizations are also offering incentives, subsidies, tax benefits, and green financing mechanisms to encourage eco-friendly business initiatives. The integration of Environmental, Social, and Governance (ESG) criteria into corporate strategies and investment decisions further strengthens the ecosystem for green entrepreneurship. In conclusion, green entrepreneurship represents a vital pathway toward sustainable development by aligning economic growth with environmental stewardship and social responsibility. Although it faces financial, regulatory, technological, and market-related barriers, supportive policies, innovation, and growing environmental consciousness create substantial opportunities for its expansion. Strengthening institutional support, enhancing access to green finance, and fostering sustainable consumer behavior are essential to unlock the full potential of green entrepreneurship in building a resilient and sustainable future

DOI: https://doi.org/10.5281/zenodo.19496696

Engines Of Prosperity: How Startups Drive Economic Growth

Authors: Samaksh Jain

Abstract: Startups — newly established, high-growth-potential firms — have become pivotal drivers of economic expansion in the twenty-first century. This paper examines the multidimensional relationship between entrepreneurial startup activity and macroeconomic growth. Drawing on Schumpeterian theories of creative destruction, empirical data from the Global Entrepreneurship Monitor, and comparative analyses of prominent startup ecosystems worldwide, this paper argues that startups contribute to economic growth through five interrelated channels: job creation, technological innovation, productivity enhancement, market competition, and foreign direct investment stimulation. The research further explores the structural conditions — including access to capital, regulatory environments, and educational infrastructure — that either facilitate or impede startup-driven growth. Special attention is given to India's rapidly expanding startup ecosystem as a case study in policy-enabled entrepreneurial development. The paper concludes that governments and institutions which prioritize entrepreneurial ecosystems through targeted policy interventions can unlock significant and sustained economic development, making startup-led growth not a fortunate accident of market forces but an engineerable outcome of deliberate public policy.

DOI: https://doi.org/10.5281/zenodo.19506033

A Study On Consumer Perception Towards Sustainable Packaging And References To Tirupur

Authors: MS. K.M.S. Adhira, Dr. R. Indra

Abstract: Sustainable packaging has become an important aspect of modern business practices due to increasing environmental concerns such as plastic pollution, waste generation, and climate change. Consumers are becoming more aware of eco-friendly products and prefer brands that use recyclable, biodegradable, and reusable packaging materials. This study aims to analyse consumer perception towards sustainable packaging and its impact on purchasing decisions. The study is based on primary data collected through a structured questionnaire. The findings reveal that consumers show a positive attitude towards sustainable packaging, but factors such as cost, convenience, and awareness influence their final purchase decisions. The study highlights the need for companies to adopt sustainable packaging to improve brand image and environmental responsibility

Empowering Youth Entrepreneurship In India: A Conceptual Synthesis Of Ecosystem Enablers And Barriers

Authors: Mrs. Minakshi Kumari, Dr. Rajesh Kumar Raju

Abstract: Entrepreneurship is widely recognized as a driver of innovation, job creation, and long-term economic development. In India, persistently high youth unemployment and underemployment make youth entrepreneurship an important pathway for livelihoods, enterprise growth, and inclusive prosperity. This conceptual paper synthesizes key ecosystem enablers and barriers that shape youth entrepreneurial intentions and outcomes in India. Drawing on secondary sources—peer-reviewed studies, policy documents, and credible practitioner materials—the analysis organizes evidence around (a) multidimensional youth empowerment (individual, social, educational, economic, psychological, and physical) and (b) ecosystem support factors such as access to capital, mentorship, networks, skills development, incubators/accelerators, and awareness of government schemes (e.g., Startup India). The synthesis highlights that fragmented support and limited policy awareness can weaken entrepreneurial entry and survival, while education and curriculum reforms can cultivate entrepreneurial mindsets from an early stage. The paper proposes an integrated conceptual framework linking empowerment capabilities to ecosystem resources and expected economic outcomes. Practical implications are offered for policymakers, educational institutions, and entrepreneurship support organizations to design coordinated interventions that enable Indian youth to translate entrepreneurial aspirations into sustainable ventures.

DOI: https://doi.org/10.5281/zenodo.19508862

Influencer Marketing as a Dominant Approach to Successful Branding and Customer Relationship Management

Authors: Assistant Professor Akshitha B

Abstract: Influencer marketing is recognized as an important digital marketing strategy for building brand awareness and customer relationships. The strategy involves the use of popular influencers on social media platforms to create authenticity, customer engagement, and influence customer buying behavior. This study aims to investigate the role of influencer marketing in branding and customer relationship management through the assessment of its effectiveness with quantitative measures and comparative models. The framework is designed to create an effective influencer marketing strategy through the selection process, customer engagement analysis, and CRM integration. The results show that almost 49% of the population is influenced by social media influencers while making buying decisions, indicating the potential use of the strategy [2]. The study concludes that the strategy is effective in building customer relationships with the brand, making it an important part of the marketing strategy.

DOI: http://doi.org/

Digital Transformation In Modern Business Practices

Authors: Assistant Professor Kavitha S R, Assistant Professor Dr.Supritha R.K, Assistant Professor Naveen Kumar H S

Abstract: Digital transformation has emerged as a key driver in innovation, efficiency, and competitiveness in today’s business environments. It is defined as a process in which various technologies, such as artificial intelligence, cloud computing, data analytics, and Internet of Things, are integrated in business processes. The objective of this research paper is to highlight the importance of digital transformation in business, which helps in improving business performance, providing a better customer experience, and making data-driven business decisions. The methodology for measuring digital transformation in various firms using a structured approach has been proposed in this research paper. Quantitative analysis has been performed on various parameters, such as productivity, return on investment, and customer retention, in order to assess business performance in firms adopting digital transformation strategies. It has been observed that firms are able to improve their business performance using digital transformation strategies in terms of efficiency and competitiveness. The research concludes by highlighting the importance of achieving digital transformation success in business environments.

DOI: http://doi.org/10.5281/zenodo.171

Gender-Based Performance Disparities In Entrepreneurship: An Integrative Review And Theoretical Synthesis

Authors: B.Lalramengmawia, Dr.K. Lalromawia

Abstract: Success as an entrepreneur is essential to the growth of the world economy, yet gender inequality still prevents fair results. This study examines how male and female entrepreneurs perform differently in terms of finances, innovation, and resources by synthesizing secondary data. With a theoretical framework to contextualize findings, the study explores the behavioural and structural factors that contribute to entrepreneurial success, anchored in the Resource-Based View (RBV) and social role theory. An inclusive entrepreneurial ecosystem is promoted through a discussion of policy and practical implications. In addition to examining themes including financial outcomes, innovative inclinations, resource access, and societal impacts, this research looks at how entrepreneurs perform differently based on their gender. This study identifies areas for further research and offers a comprehensive picture of gender-specific entrepreneurial performance by combining perspectives.

DOI: https://doi.org/10.5281/zenodo.19512142

Impact of AI-Driven Product Recommendations on Brand Engagement: A Study of The Indian E-Commerce Sector

Authors: Professor Dr. Saurabh Srivastava

Abstract: The rapid growth of the e-commerce sector, supported by advancements in artificial intelligence, has significantly transformed the way consumers interact with brands. Among various AI applications, AI driven product recommendations have emerged as a key tool for enhancing customer experience and influencing consumer behavior. This study examines the impact of AI driven product recommendations on brand engagement in the Indian e-commerce sector, with a specific focus on its cognitive, affective, and behavioral dimensions. The research adopts a quantitative approach using primary data collected from 301 online shoppers through a structured questionnaire. Statistical techniques including descriptive analysis, reliability testing, correlation, regression, and ANOVA were applied using SPSS to analyze the data. The findings indicate that AI driven product recommendations have a strong and statistically significant impact on brand engagement. The results show that AI recommendations positively influence cognitive engagement by increasing attention and awareness, and affective engagement by enhancing satisfaction and emotional connection. The impact on behavioral engagement is positive but comparatively moderate, suggesting a gap between consumer perception and actual action. Correlation and regression analysis further confirm that AI recommendations explain a substantial proportion of variation in brand engagement, highlighting their importance as a strategic marketing tool. The study also identifies variations in consumer responses across different segments, emphasizing the need for targeted personalization strategies. The study contributes to both theory and practice by providing a structured understanding of how AI driven recommendation systems influence different dimensions of engagement in an emerging market context. The findings offer valuable insights for e commerce firms to desig more effective, personalized, and customer centric strategies while maintaining consumer trust and relevance.

DOI: http://doi.org/

Adoption And Impact Of Digital Banking And FinTech Services In Karnataka: An Empirical Analysis

Authors: Ms. Akshata Bilagi, Dr Pushpa Hongal

Abstract: Digital Banking and Financial Technology (FinTech) have grown rapidly in India and are gradually changing the financial sector landscape and behavior of the financial sector in India, more so in technologically advanced states like Karnataka. Against the backdrop of continuing financial sector reforms and policy thrust for increased digital financial inclusion, this study attempts to analyse the adoption and usage patterns of digital banking and FinTech services in Karnataka. The specific objectives of this study are to assess the growth in digital financial services like Unified Payments Interface (UPI), Mobile Banking, Digital Wallets, etc.; to identify the socio- economic and behavioral and other determinants of the adoption of these services, and; to examine their impact on financial inclusion and efficiency in transactions. The research design we utilized here is quantitative in nature, based on secondary and primary data sources. To capture trends in digital financial development, secondary data is collected from credible sources like Reserve Bank of India (RBI), National Payments Corporation of India (NPCI), and World Bank databases. A focused structured questionnaire is used to collect primary data and the sample was restricted to 150 respondents, chosen randomly from urban, semi-urban and rural parts of the Karnataka state using stratified random sampling technique. Statistical tools such as descriptive statistics, correlation analysis along with multiple regression models were used for analyzing the data in order to test the hypotheses developed. Empirical evidence demonstrates that digital literacy, income level and trust in digital platforms are three of the strongest positive drivers of FinTech adoption, while cybersecurity and data privacy risk factors are the biggest deterrents. It has also found that digital banking services, especially UPI-based transactions, increased access to finance, lowered transaction costs, enhanced efficiency and positively affect financial inclusion. However, very little of it is equally distributed, rural areas are hampered both due to lack of digital awareness and infrastructure. The paper closes by suggesting specific policy measures that must be adopted to bridge the digital divide, build robust cybersecurity infrastructure, and ensure growth of a sustainable FinTech ecosystem in an inclusive manner in Karnataka.

DOI: https://doi.org/10.5281/zenodo.19552958

An Impact on Digital Transformation Changing Business Models and Strategies

Authors: Eunice Lungu, Arockia Anisha

Abstract: Digital transformation has emerged as a critical driver of organizational change, fundamentally reshaping business models and strategic approaches across industries. This paper explores the impact of digital technologies—such as cloud computing, artificial intelligence, big data analytics, and the Internet of Things—on how businesses create, deliver, and capture value. It highlights the shift from traditional, product-centric models to customer-centric, platform-based, and data-driven ecosystems. The study examines how organizations are leveraging digital tools to enhance operational efficiency, improve customer experiences, and enable real-time decision-making. It also discusses the strategic implications of digital transformation, including increased competition, the need for agile leadership, and the importance of continuous innovation. Furthermore, the paper addresses key challenges such as cybersecurity risks, resistance to change, and the skills gap within the workforce.

DOI: http://doi.org/

Shadow Banking : The Rise Of Private Credit Funds

Authors: Vivek Sharma

Abstract: Shadow Banking represents a profound transformation in the architecture of global financial intermediation, marked by the rapid expansion of private credit funds and the growing dominance of non-bank financial institutions. In the aftermath of the 2008 global financial crisis, regulatory tightening in traditional banking systems—particularly through Basel III reforms—significantly constrained bank lending capacity. This reg- ulatory shift created space for alternative lending channels, enabling private credit markets to emerge as a critical source of financing for corporations, especially middle- market firms. This study investigates the structural evolution, economic significance, and systemic risk implications of private credit markets within the broader context of financializa- tion. Drawing upon secondary data from international financial institutions such as the International Monetary Fund (IMF), Financial Stability Board (FSB), and World Bank, as well as industry reports from leading asset managers, the paper employs a mixed-method approach combining qualitative theoretical analysis with quantitative regression modeling. The empirical framework focuses on identifying key determinants of credit risk, including leverage, default rates, and market volatility. The findings reveal a strong positive relationship between leverage and systemic risk, indicating that increased reliance on debt financing significantly amplifies financial fragility. Additionally, elevated default rates and heightened market volatility further exacerbate risk exposure within private credit portfolios. The study highlights that while private credit funds enhance financial inclusion and provide flexible financing solutions, they simultaneously introduce substantial systemic vulnerabilities due to opacity, limited regulatory oversight, and interconnected exposures. The paper contributes to the growing literature on shadow banking by offering a comprehensive analysis of Shadow Banking and its implications for financial stability. It concludes by emphasizing the urgent need for enhanced macroprudential regulation, improved transparency, and robust risk monitoring frameworks to mitigate the systemic risks associated with the continued expansion of private credit markets.

DOI: https://doi.org/10.5281/zenodo.19570220

Impact of AI-Driven Product Recommendations on Brand Engagement: A Study of The Indian E-Commerce Sector

Authors: Gunupati Venkata Saatwik kumar, Professor Dr. Saurabh Srivastava

Abstract: The rapid growth of the e-commerce sector, supported by advancements in artificial intelligence, has significantly transformed the way consumers interact with brands. Among various AI applications, AI driven product recommendations have emerged as a key tool for enhancing customer experience and influencing consumer behavior. This study examines the impact of AI driven product recommendations on brand engagement in the Indian e-commerce sector, with a specific focus on its cognitive, affective, and behavioral dimensions. The research adopts a quantitative approach using primary data collected from 301 online shoppers through a structured questionnaire. Statistical techniques including descriptive analysis, reliability testing, correlation, regression, and ANOVA were applied using SPSS to analyze the data. The findings indicate that AI driven product recommendations have a strong and statistically significant impact on brand engagement. The results show that AI recommendations positively influence cognitive engagement by increasing attention and awareness, and affective engagement by enhancing satisfaction and emotional connection. The impact on behavioral engagement is positive but comparatively moderate, suggesting a gap between consumer perception and actual action. Correlation and regression analysis further confirm that AI recommendations explain a substantial proportion of variation in brand engagement, highlighting their importance as a strategic marketing tool. The study also identifies variations in consumer responses across different segments, emphasizing the need for targeted personalization strategies. The study contributes to both theory and practice by providing a structured understanding of how AI driven recommendation systems influence different dimensions of engagement in an emerging market context. The findings offer valuable insights for e commerce firms to desig more effective, personalized, and customer centric strategies while maintaining consumer trust and relevance.

DOI: http://doi.org/

A Study On Working Capital Management

Authors: Gokul M, Dr. C. Indra Refline Missier

Abstract: Working capital management is a crucial aspect of financial management that ensures a company's liquidity, operational efficiency, and overall financial health. This study examines the working capital management of MOA Engineering Pvt. Ltd., focusing on its strategies for optimizing current assets and liabilities to maintain profitability and growth. MOA Engineering Pvt. Ltd. effectively manages its cash flow, inventory, receivables, and payables to ensure smooth operations while minimizing financial risks. The company employs just-in-time (JIT) inventory management to reduce holding costs and optimize the production cycle. Additionally, it maintains a balanced approach to credit policies, ensuring timely receivables without straining customer relations. A detailed analysis of financial reports reveals how MOA Engineering Pvt. Ltd. maintains a healthy working capital ratio, ensuring liquidity while leveraging short-term financing efficiently. The study also explores how the company navigates challenges such as fluctuations in demand, supply chain disruptions, and market competition. By implementing robust working capital management strategies, MOA Engineering Pvt. Ltd. enhances its operational efficiency, reduces financial costs, and sustains profitability. This research underscores the significance of efficient working capital management in sustaining long-term business success.

Entrepreneurial Leadership In Emerging Economies: A Management Perspective

Authors: Dr.V.O.Kavitha, Dr. Viji R, Prof. (Dr.) Vellayan Srinivasan

Abstract: Entrepreneurial leadership has emerged as a critical determinant of business sustainability and economic growth in emerging economies. This study examines the role of entrepreneurial leadership in influencing organizational performance, innovation capability, and strategic adaptability among entrepreneurs operating in emerging markets. Using empirical data collected from 100 entrepreneurs across various emerging economies, the study applies Chi-square analysis, ANOVA, and regression analysis to investigate relationships between leadership practices and business outcomes. Findings indicate that entrepreneurial leadership significantly enhances innovation, decision-making effectiveness, and competitive advantage. The study contributes to management literature by offering evidence-based insights into leadership patterns shaping entrepreneurial success in developing economic contexts.

DOI: https://doi.org/10.5281/zenodo.19591242

Effect of Organisational Cynicism on Employee Performance in Tertiary Health Sector Institutions in, Nigeria

Authors: Dr. Fidelis Idajor Efenji, Dr. Aidi Paul Aidi

Abstract: This study investigates the effect of organizational cynicism on employee performance in tertiary health sector institutions in Nigeria. Specifically, it examines the influence of cognitive, affective, and behavioral dimensions of cynicism on employees’ task performance. The research adopts a quantitative approach using a cross-sectional survey design, which enables the collection of primary data from employees at a single point in time. The study population comprises 1,200 employees across tertiary health institutions, including academic staff, administrative personnel, and healthcare professionals. A stratified random sampling technique was used to select 300 respondents, ensuring proportional representation across departments and job roles. Data were collected using a structured questionnaire adapted from validated scales in organizational behavior literature. The instrument measured organizational cynicism across its three dimensions cognitive, affective, and behavioral as well as employee task performance, including productivity, quality of work, and goal attainment. Responses were recorded on a five-point Likert scale, and reliability was confirmed through a pilot study with Cronbach’s alpha values exceeding 0.80 for all constructs. The study employed multiple regression analysis to examine the relationships between organizational cynicism and employee performance. The results revealed that cognitive cynicism (β = -0.254, p < 0.05), affective cynicism (β = -0.198, p < 0.05), and behavioral cynicism (β = -0.211, p < 0.05) all negatively and significantly influence task performance. Collectively, these dimensions explained approximately 46.7% of the variance in employee performance (Adjusted R² = 0.455, F = 37.84, p < 0.05). The findings suggest that employees’ negative beliefs, emotional detachment, and cynical behaviors toward their institutions substantially reduce task performance. The study concludes that organizational cynicism is a significant predictor of employee effectiveness, emphasizing the need for management interventions aimed at fostering trust, engagement, and positive organizational culture. The research contributes to the understanding of how cynicism impacts employee outcomes in the health sector and provides actionable insights for policy formulation and organizational development strategies in Nigerian tertiary health institutions.

DOI: https://doi.org/10.5281/zenodo.19594117

Factors Influencing Investment Decision in Mutual Funds

Authors: Vivek Sharma

Abstract: A rapid change in the mutual fund business is picking up, posing new challenges and opportunities to provide more value to investors while also demanding greater transparency. Regardless of the amount invested, mutual funds provide the average investor with a venue for qualified fund management to interact in the market. The main goal of this research is to find out about the elements which can impact other people's investment Choices and preferences. Such observations can help mutual fund companies determine where they need to improve and strengthen their marketing efforts. This study analyzes that investor are hesitant to participate in equity funds when market is not stable or down, but the marketing & distribution costs of these mutual funds, which were incurred during that period, do not reflect a rise in investor preference. The volume of savings, investment pattern, and risk profile of investors all play a role in mutual fund buying decisions. As a mutual fund product manager, your job is to create mutual fund products that offer the best combination of return, risk, liquidity, and safety for small investors. As a result, it is critical to examine investor profiles, preferences, and how they assess mutual fund schemes, as well as what major aspects influence their rating scheme. For many ordinary investors, mutual funds have become a significant doorway. Many factors influence an investor's decision to invest in a mutual fund, including simple liquidity, high flexibility, consistent returns, low initial contributions, tax benefits, and expert management. Even if the other elements impacting the behaviour remain consistent, investor behaviour can alter with time. This project tries to discover the elements that influence mutual fund investment decisions and their preference over retail investors. This initiative will also investigate the reasons that discourage people from investing in mutual funds. The data will aid mutual fund businesses in identifying areas in which they may improve, as well as their marketing methods. It will assist mutual fund businesses in developing new and creative products based on investor preferences.

DOI: http://doi.org/

Role Of Influencer Advertising In Promoting Sustainability

Authors: Dr. Ajit Singh

Abstract: As the world becomes more focused on living sustainably, both brands and consumers are making choices that care about the environment and social responsibility. In this change, influencer marketing has become a strong tool in the digital world. It's not just about selling products anymore, but also about raising awareness and encouraging people to take action for sustainability. This study looks at how influencer marketing is changing across different industries, showing how online creators are playing a big role in shaping what people know, think, and do when it comes to being eco-friendly. The study uses a qualitative and exploratory method, gathering information from existing data, online resources, and interviews with sustainability influencers in areas like fashion, beauty, lifestyle, travel, home, and technology. The results show that being real, trustworthy, and open are key to effective communication about sustainability. Often, smaller influencers—like micro- and nano-influencers—are better at building trust and getting people involved.

An Assessment of the Impact of Entrepreneurial Capacity on Entrepreneurial Success of Cdf Funded Businesses in Kapiri District, Zambia

Authors: William Phiri, Mr.Barrack Chama

Abstract: Entrepreneurship plays a crucial role in stimulating economic expansion, especially in develop-ing nations like Zambia. Given the circumstances, small and medium-sized enterprises (SMEs) that receive assistance from the Constituency Development Fund (CDF) constitute a substan-tial portion of the entrepreneurial environment. It is imperative to comprehend the entrepre-neurial capabilities of these businesses funded by the CDF in order to clarify their contribu-tion to the advancement of the local economy and to guide specific interventions that aim to improve their long-term viability and prosperity. The entrepreneurial capacity of small and medium-sized enterprises (SMEs) supported by the Constituency Development Fund (CDF) in Petauke, Zambia is the subject of this study. The research was conducted with the follow-ing objectives in mind: to determine the impact of risk-taking, networking, innovation, and leadership competencies of entrepreneurs on the success of their enterprises. The literature re-view provided an explanation for the study's examination of previous activities. The literature review assessed the correlation between the different entrepreneurial capacities and their im-pact on the global success of entrepreneurial enterprises. By utilising a descriptive research design, information was gathered from 10,010 entrepreneurial businesses funded by the CDF, which constituted the target population. The researchers employed a stratified random sam-pling method in order to determine the sample size of 601 participants. The data was gathered via structured questionnaires and subsequently assessed utilising descriptive and inferential statistical techniques. For statistical reference, the data were analysed using descriptive statis-tics (frequency and percentage), tables and graphical representations, and a multiple linear re-gression model in which survival was regressed against the four entrepreneurial capacity vari-ables. Entrepreneurial capacities (innovation capacity, leadership capacity, networking capaci-ty, and risk-taking capacity) possessed by owner or managers of CDF funded businesses in Petauke, Zambia have a positive and statistically significant impact on the success of entre-preneurial business except for Leadership capacity was statistically not significant. Thus, en-trepreneurial capacities indicated increasing their chances of success, according to the find-ings. Hence, the research suggests that CDF funded businesses or entrepreneurial businesses, via their management, should adopt calculated risk-taking strategies in their operations, im-prove leadership capacity, a critical factor in the survival and performance of the organisation, and ensure that they embrace networking competency to gain a competitive edge and expand their clientele

DOI: https://doi.org/10.5281/zenodo.19606215

Exploring And Examining Corporate Finance And Investment In SMEs Growth: A Case Study On Selected SMEs Of Kapiri District.

Authors: Chiluba Gladys Kunda, Mr. Fanwell Mwape

Abstract: Corporate Finance is the management of a company’s financial activities, that is funding investment and capital structure It involves making strategic decisions about to raise and allocate capital to support the company’s operations, growth and long-term sustainability The major problem that the research addresses is the challenge of effectively using corporate finance and investment to drive business growth in SMEs in kapiri Mposhi district. This challenge is particularly relevant in today’s rapidly changing business environment, where companies must be able to adapt quickly to changing market condition and evolving regulatory environment by exploring the role of corporate finance and investment in driving business growth in SMEs: The research aims to access the availability and accessibility of corporate finance resources for SMEs in Kapiri district. This can include developing strong financial analysis and modeling capabilities, identifying best practices and effective strategies and considering the ethical implications of corporate finance and investment decisions. The study aims to investigate the role of corporate finance and investment in 50 SMEs and 2 Commercial banks in kapiri Mposhi district. The study will also analyze the impact of these challenges on business growth. To ascertain the correct data, the researcher will use Mixed-methods approaches, a combination of quantitative and qualitative methods. The research seeks to provide a comprehensive understanding of the challenges and opportunities presented by corporate finance and investment in SMEs, offer recommendations for future success in this area.

DOI: https://doi.org/10.5281/zenodo.19606263

Management Practices That Affect Guidance and Counselling Services in Public Secondary Schools in Itezhi-Tezhi District, Zambia

Authors: Mulenga Petronella

Abstract: This study examined the management practices that affect the provision of guidance and counselling services in public secondary schools in Itezhi-Tezhi District, Zambia. The research was motivated by concerns regarding the ineffective implementation of guidance and counselling programs in schools despite their critical role in supporting learners’ academic, social, and emotional development. The study employed a descriptive research design, utilizing both qualitative and quantitative approaches. Data were collected from head teachers, guidance teachers, and pupils through questionnaires and interviews. The findings revealed that several management-related factors significantly influence the effectiveness of guidance and counselling services. These include inadequate administrative support, lack of clear policy implementation, shortage of trained personnel, insufficient resources, poor time allocation, and negative attitudes towards guidance and counselling programs. Additionally, limited monitoring and evaluation mechanisms and weak coordination structures were found to hinder service delivery. The study concludes that effective management practices are essential for the successful implementation of guidance and counselling services in schools. It recommends that school administrators strengthen leadership support, ensure proper allocation of resources, promote staff training, and integrate guidance and counselling into the school timetable to enhance its effectiveness.

DOI: https://doi.org/10.5281/zenodo.19606347

Impact of Social Media on Consumer Buying Behaviour

Authors: Mr. Vamsi, Assistant Professor Ms. Bushrab

Abstract: Social media marketing has become a powerful tool in the modern digital landscape, significantly influencing consumer behavior and decision-making processes. Unlike traditional marketing methods, social media platforms enable direct interaction between brands and consumers, fostering engagement, trust, and brand loyalty. Through targeted advertisements, influencer marketing, and user-generated content, businesses can effectively shape consumer perceptions and preferences. Social media also allows real-time communication and feedback, which enhances customer satisfaction and improves brand visibility. This study examines how social media marketing impacts consumer awareness, purchase decisions, and brand engagement. It highlights the growing importance of digital platforms in influencing buying behavior and emphasizes the need for businesses to adopt effective social media strategies.

DOI: http://doi.org/

The Role of Microfinance Institutions in Promoting Financial Inclusion in Rural Areas Rural Areas

Authors: Ms. Aparna C S, Associate Professor Dr. T. M. Hemalatha

Abstract: Financial inclusion is a key driver of inclusive economic growth, especially in rural areas where access to formal banking services remains limited. Microfinance Institutions (MFIs) play a significant role in bridging this gap by providing small-scale financial services such as micro-credit, savings, and insurance to low-income populations. This study examines the role of microfinance institutions in promoting financial inclusion in rural areas. The research focuses on understanding the accessibility, affordability, and effectiveness of microfinance services in improving the socio-economic conditions of rural beneficiaries. Using a descriptive research design, data was collected through a structured questionnaire and supported by secondary sources. The findings indicate that microfinance institutions have contributed positively to financial inclusion by enhancing access to credit, encouraging savings habits, supporting income-generating activities, and reducing dependence on informal moneylenders. The study highlights the importance of strengthening microfinance practices to achieve sustainable rural development.

DOI: http://doi.org/

Exploring Opportunities for Rural Micro and Small Enterprises through Digital Marketplaces

Authors: Assistant Professor Dr. Geethpriya B, Ms. Ananya Maity G

Abstract: This study examines the opportunities that digital marketplaces present for rural micro and small enterprises (MSEs) in India. It investigates how online platforms enhance market access, reduce transaction costs, and foster innovation among rural entrepreneurs. The research explores the role of e-commerce, mobile applications, and government-led digital initiatives in empowering rural businesses, while also addressing challenges such as digital illiteracy, infrastructure deficits, and trust barriers. Based on primary data from 120 rural entrepreneurs, the findings indicate that digital marketplaces can substantially improve competitiveness, income generation, and long-term sustainability of rural enterprises, provided they are complemented by supportive policies and targeted training programs.

DOI: http://doi.org/

A Study on the Impact of Artificial Intelligence on the Labor Market: With Special Reference to Coimbatore District

Authors: Assistant Professor Dr. G. Arut Geevitha, Ms. P Dharini

Abstract: Artificial Intelligence (AI) is transforming the global labor market by automating routine tasks, creating new employment opportunities, and reshaping skill requirements. While AI improves productivity and innovation, it also raises concerns regarding job displacement and workforce inequality. This article examines the opportunities and challenges associated with AI adoption using secondary data from global reports and surveys. Statistical insights are presented through tables along with interpretations to understand AI’s influence on employment patterns.

DOI: http://doi.org/

Impact of the Internet of Behaviour (IOB) on Users and Business Practices in the Industrial Sector: A Study with Special Reference to Coimbatore City

Authors: Professor Dr. T. M. Hemalatha, Mr. M. Dinesh

Abstract: We live in an age where every click, every pause, and every pattern we leave behind tells a story. That story is no longer going unheard. Born at the crossroads of Artificial Intelligence, Big Data, and the Internet of Things, the Internet of Behaviour quietly and persistently is learning to listen. It watches how people work, how customers choose, and how decisions unfold on the factory floor and beyond. This study steps into that world, not merely to observe, but to understand what IOB truly means for the people and businesses of Coimbatore City, a city that has long worn its industrial identity with quiet pride. To give this inquiry a human face, voices were gathered 120 of them from employees who spend their days inside these industries and customers whose experiences shape its pulse. Through structured conversations and careful statistical examination, a layered picture began to emerge. On one hand, IOB breathes new life into productivity, sharpens the edge of decision-making, and draws businesses closer to the people they serve. On the other hand, it casts a shadow — of surveillance felt a little too closely, of stress that arrives uninvited, and of data that sometimes travels further than it was ever meant to go. What this study ultimately finds is not a simple verdict of good or bad, but something more honest that IOB is powerful precisely because it is personal. For IOB to grow roots rather than just branches in the industrial world, it must be guided by ethics, protected by strong data governance, and shaped with the trust of the very people it touches. Because in the end, behind every behaviour that gets recorded, there is still a human being who deserves to be treated as more than just data.

DOI: http://doi.org/

Balancing Profitability And Education In Private Tertiary Education Institutions In Kabwe District, Zambia: A Mixed Methods Approach.

Authors: Sinkala Malack

Abstract: The increasing commercialization of higher education has intensified the challenge faced by private tertiary education institutions in balancing financial sustainability with the delivery of quality education. This study examined the strategic dynamics between profitability and educational quality in private tertiary education institutions in Kabwe District, Zambia, focusing on Mukuni College of Health Sciences and Technology, Broken Hill College of Applied Science and Education, and the University of Kabwe. The study adopted a mixed-methods research approach, integrating quantitative and qualitative data to provide a comprehensive understanding of institutional strategies and competitive pressures. Quantitative data were collected through structured questionnaires administered to institutional administrators, academic staff, and students, while qualitative data were obtained through semi-structured interviews and document analysis. Porter’s Five Forces framework was employed to analyze the competitive environment influencing institutional profitability and educational outcomes, including competitive rivalry, bargaining power of students and suppliers, threat of substitutes, and barriers to entry. The findings reveal that intense competition, rising operational costs, and increased student price sensitivity significantly influence profitability, often constraining investments in academic infrastructure, staff development, and learning resources. However, institutions that strategically differentiate through specialized programs, quality assurance mechanisms, and stakeholder engagement demonstrate a stronger ability to balance financial performance with educational standards. The study concludes that sustainable profitability in private tertiary education institutions is achievable when strategic management practices are aligned with quality-driven educational objectives. The study recommends the adoption of diversified revenue streams, enhanced academic quality assurance systems, and strategic positioning within niche markets to ensure long-term institutional sustainability. The findings contribute to policy formulation, institutional strategic planning, and the broader discourse on private higher education management in developing economies.

DOI: https://doi.org/10.5281/zenodo.19608802

The AI Intimacy Gap: A Study Of Parasocial Bonds In 2026

Authors: Byreddy Sree Deepthi

Abstract: The Problem: Usually, "parasocial relationships" happen when we feel close to something or someone who doesn't actually know we exist. We tend to form such one-sided friendships with either influencers, YouTubers, or fictional characters. But in 2026, students are starting to form these same deep bonds with AI characters and AI influencers. Traditional Parasocial bonds, usually with influencers or celebrities, are one-way, but on the other hand, these AI bots can actually talk back to us 24/7. The Goal: This paper dives into how college students are using these “AI companions”. It’s going to answer core questions like- Are they replacing real-life friends? Do students trust an AI's advice more than a human creator's? Method: I surveyed students, friends and family members and looked at how individuals talk to AI on apps like Chat GPT, Gemini, Nomi AI, Character.AI, etc. to see how "real" these friendships feel to them. The Results: The research shows that because AI can reply instantly and remember your name, the bond feels much stronger and more intimate than a normal fan-celebrity relationship. Even though individuals know that AI isn't a real person, they still feel that real emotional connection to it. The Conclusion: This is a big deal for our future. It means we need to think about how these "AI companions" might affect our mental health. These findings highlight an urgent need to discuss about the ethics of entrusting our emotional needs to software and what this means for the future of human bonds.

A Study Of Customer Satisfaction Towards Oppo Mobile Phones

Authors: Ms. R. Dharshini, Dr. P. Poornima

Abstract: In the modern digital era, smartphones have become an essential part of everyday life. Among various mobile brands, OPPO has gained significant popularity due to its innovative features, camera quality, and affordable pricing. This study aims to analyse the level of customer satisfaction towards OPPO mobile phones among users in Coimbatore city. The research focuses on factors such as product quality, price, battery life, camera performance, design, and after-sales service. The study also examines customer preferences, buying behaviour, and issues faced while using OPPO mobiles. The findings reveal that most customers are satisfied with OPPO smartphones, especially in terms of price and camera quality, though some improvements are required in battery performance and service support.

Impact Of Capital Structure On Financial Performance Of Indian Listed Companies

Authors: Gurpreet Kaur Wadhwa, Dr. Alka Chaudhary

Abstract: Capital structure plays a critical role in shaping the financial performance of firms, particularly in emerging markets like India where capital market dynamics, regulatory frameworks, and financing constraints differ from developed economies. This study examines the impact of capital structure on the financial performance of Indian listed companies across multiple sectors. Using panel data from a sample of firms listed on the National Stock Exchange of India and Bombay Stock Exchange, the analysis explores the relationship between leverage ratios (such as debt-to-equity and total debt ratios) and key performance indicators including return on assets (ROA), return on equity (ROE), and firm value. The study employs regression techniques to assess how varying levels of debt influence profitability and efficiency. The findings indicate that moderate use of debt can enhance firm performance due to tax advantages and disciplined management, consistent with the Trade-Off Theory. However, excessive leverage negatively affects financial performance due to increased financial risk and cost of capital. The results also provide partial support for the Pecking Order Theory, suggesting firms prefer internal financing before resorting to external debt. The study offers insights for corporate managers, investors, and policymakers in optimizing capital structure decisions to improve firm performance.

Determinants of Stock Price Movements in India based on technical indicators

Authors: Ronit Arora, Dr. Alka Chaudhary

Abstract: Specifically, the purpose of this study is to investigate the impact that the capital structure of publicly traded companies in India has on the actual financial performance of those companies. What constitutes a company's capital structure is the proportion of debt to equity that it employs in order to finance its expansion and day-to-day operations. This is an important decision because it affects profits, risk, and the long-term survival of the business. The management of a company needs to make a significant financial decision in order to decide how to find the optimal balance between the various ways to make money. Over a period of ten years, from 2014 to 2024, the research investigates one hundred non-financial companies that are listed on the National Stock Exchange (NSE). You can determine how well a company is doing financially by looking at its Return on Assets (ROA), Return on Equity (ROE), and Net Profit Margin (NPM). These metrics are all broken into three categories. Determining the capital structure can be accomplished through the use of a number of different ratios, including the debt-to-equity ratio, the long-term debt ratio, and the short-term debt ratio. For the purpose of analyzing the connections between a wide range of factors, the research utilized panel data regression techniques, more specifically Fixed Effects and Random Effects models.

DOI:

Manipurs Forgotten Crisis: Urban Gen Z Awareness Blindspot

Authors: Samia Khan

Abstract: The ongoing ethnic conflict in Manipur has emerged as one of the most significant yet under-discussed humanitarian crises in contemporary India. Despite widespread violence, displacement, and socio-political instability, awareness among urban Gen Z populations remains limited and fragmented. This study investigates the awareness gap among young individuals in metropolitan areas, focusing on their sources of information, engagement levels, and perception of the crisis. Drawing on survey data, media consumption patterns, and digital behavior analysis, the research highlights how algorithm-driven platforms such as Instagram, X (Twitter), and YouTube contribute to selective exposure and issue fatigue. The findings suggest that while Gen Z demonstrates high digital connectivity, their awareness is often shaped by trends, influencer narratives, and short-form content, leading to superficial understanding or complete disengagement from complex regional conflicts. The paper argues that this “awareness blindspot” is influenced by media framing, geographic distance, and competing online content. It concludes by emphasizing the need for responsible digital literacy, inclusive media representation, and educational interventions to bridge the gap between national crises and youth consciousness.

DOI: https://doi.org/10.5281/zenodo.19627542

Review Of Agile Project Management Techniques

Authors: Harsh Kumar Bhalotia, Prof. Siddhartha Goutam

Abstract: Agile project management is a simple idea. It is a way to do projects that's flexible and can change as you go. A lot of people use it when they are making software. Other industries are starting to use it too. Agile project management is about working together as a team listening to what the customer thinks and getting things done quickly. It is really good at handling changes. Unlike ways of doing things like the Waterfall method Agile project management is all about being able to change your plans if you need to. It is also about making things all the time and getting things done early. This helps teams deal with changes in the project. One of the things about Agile project management is that it is done in small parts. These small parts are called sprints. At the end of each sprint you have something that actually works and you can show it to the people who're interested in the project. They can then tell you what they think. You can make changes. This means that when the project is finished it will be what the customer wanted. There are some known ways of doing Agile project management like Scrum and Kanban. These give you some rules to follow. They are not too strict. Agile project management also helps people in the team work together better. They have meetings every day. They talk about what they are doing. This means that everyone knows what is going on and they can make decisions. It also means that the customer is always involved and they get what they want. Agile project management is not perfect. One of the problems is that it needs the customer to be involved all the time. If they are not it does not work well. Also if you do not set limits the project can get out of control.

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AI-Driven Data Analytics For Enterprise Applications

Authors: Zulkifli Hassan

Abstract: The rapid growth of data in modern enterprises has created both opportunities and challenges for organizations seeking actionable insights. Artificial intelligence (AI)-driven data analytics has emerged as a transformative approach for extracting meaningful patterns, making predictions, and supporting decision-making across enterprise applications. This study explores the integration of AI techniques—including machine learning, deep learning, and natural language processing—into enterprise data analytics frameworks. It highlights how AI-driven analytics enhances business intelligence, customer relationship management, supply chain optimization, and financial forecasting by enabling real-time, predictive, and prescriptive insights. The study also examines key enablers such as cloud computing, big data platforms, and data lakes that support scalable AI analytics. Additionally, it addresses critical challenges, including data quality, model interpretability, privacy concerns, and integration with legacy systems, and discusses potential solutions. Through practical applications and industry examples, the study demonstrates that AI-driven data analytics is essential for enterprises aiming to achieve operational efficiency, strategic advantage, and data-driven innovation in a competitive digital landscape.

DOI: https://doi.org/10.5281/zenodo.19654926

HR 4.0: Integrating Technology with Human Capital Strategy

Authors: Mr. Pankaj Verma, Mr. Rohit Verma

Abstract: In the era of Industry 4.0, the Human Resource (HR) function plays a critical role in bridging the gap between technology and human resources. Although technology is taking over most of the tasks traditionally performed by human resources, there is still a growing need for flexible HR functions to address the challenges of managing people. To achieve this flexibility, technology can help bring agility to the HR process. Agility, which is the ability to move quickly and smoothly, is not a new concept and has been adopted by major companies such as Google, Apple, Facebook, Amazon, and Microsoft. In the context of HR, agility means the ability to adapt and develop individuals and processes in response to rapid and unpredictable changes, to support people, key strategies, and organizational adaptability [1], [2]. As an HR or Learning and Development (L and D) professional, being agile means being able to drive employee engagement and retention in alignment with the company’s overall objectives. HR Agility is particularly suitable for volatile HR functions where standardization of functions is difficult [3], [4]. In order for organizations to become agile, their workforce must focus on customer satisfaction and deliver value to them. However, since the HR function is not typically designed to provide direct incentives to the customer, it is often criticized for being slow to respond, which leads to dissatisfaction among employees. Therefore, organizations must encourage and empower HR to be more attentive and responsive to changing technologies and business needs in order to remain competitive and attract top talent. In an agile organization, HR continues to provide recruitment, development, performance management, and other HR functions, but using agile methodologies. There are three aspects of HR agility: the ability to quickly and efficiently identify issues that need to be addressed, the ability to reduce the time it takes to develop and implement a response, and the integration of analysis and design thinking to anticipate, plan, and target programs with the highest likelihood of success .

DOI: https://doi.org/10.5281/zenodo.19659419

A Study On Impact Of Social Media On Consumer Behaviour

Authors: Mr. Sparsh Agnihotri, Mr. Pankaj Lalwani

Abstract: The rapid growth of social media has significantly transformed consumer behavior in the digital age. This study examines how platforms such as Instagram, Facebook, and TikTok influence consumer decision-making, brand perception, and purchasing patterns. Using secondary data and existing research findings, the paper identifies key factors such as peer influence, online reviews, influencer marketing, and targeted advertising. The study concludes that social media plays a crucial role in shaping consumer preferences, increasing brand engagement, and driving purchase decisions.

DOI: https://doi.org/10.5281/zenodo.19659568

A Study On Customer Perception Towards Organic Food Products

Authors: Dr. R. Indra, Ms. C. Athulya

Abstract: This study examines consumer perception towards organic food products in the context of increasing awareness about health, nutrition, and environmental sustainability. It explores how factors such as perceived health benefits, environmental impact, quality, price, availability, and trust in certification influence consumer attitudes and purchasing behaviour. Despite the growing popularity of organic food, challenges like high cost, limited accessibility, and lack of awareness continue to hinder its widespread adoption. The study aims to identify key determinants affecting consumer decisions and provide insights to promote the acceptance and market growth of organic food products.

DOI: https://doi.org/10.5281/zenodo.19662045

Gastronomy Tourism And Destination Competitiveness: Policy, Practice, And Priorities In Indigenous Culinary Systems In Bangladesh

Authors: Md. Mehedi Hasan Sawon

Abstract: In the contemporary tourism landscape, the ‘Gastronomy Tourism’ is one of most instrumental aspects of experiential tourism, which provides the destinations with a prospect of utilizing the local food culture as its competitive advantage. This study aims to examine the impact of gastronomy tourism on destination competitiveness in Bangladesh, by focusing on the perspectives of the policy, practices and priorities of indigenous culinary systems of Bangladesh. In doing so, this study adopts a qualitative research design by utilizing 30 semi-structured interviews with the tourists and the stakeholders, while analyzing the data by using thematic data analysis method. The findings of this research underscore that Bangladesh has not fully utilized the potential because of lack of institutional coordination, policy integration, and infrastructural limitations, despite its Bangladesh rich and diverse culinary heritage, which is of strong appeal to experience-oriented tourists. Instantaneously, indigenous culinary systems of Bangladesh demonstrated a high potential to improve the destination image, tourist satisfaction and community-based economic opportunities. The study implies to establish the gastronomy tourism a sustainable destination tourism option of Bangladesh by fostering strategic alignment of culinary systems with the tourism governance pathways.

DOI: https://doi.org/10.5281/zenodo.19669215

Green Certification & The 7 Greens Strategy In Thai Hospitality

Authors: Aphisavadh Sirivadhanawaravachara

Abstract: This research seeks to examine the applicability and implication of the 7 Greens strategy in the tourism and hospitality sector of Thailand, with special reference to the Green Hotel Plus certification scheme in Phuket. The 7 Greens strategy, which comprises green management, workplace, accountancy, community, education, technology, and marketing, was established to promote and enhance environmental management and sustainable tourism practices. The strategy, which is spearheaded by the Tourism Authority of Thailand, seeks to promote a balance between environmental accountability and economic competitiveness. This research also seeks to examine the applicability of green certification as a strategy to enhance sustainability management and differentiation in the tourism and hospitality sector of Thailand, with special reference to the Green Hotel Plus certification scheme in Phuket. The research also seeks to examine the benefits and drawbacks of the certification scheme and how it impacts the operations of tourism and hospitality establishments in Thailand. The research will also seek to examine some of the issues affecting the implementation of the 7 Greens strategy in the tourism and hospitality sector of Thailand. From the research, it is evident that the 7 Greens strategy and the Green Hotel Plus certification scheme have the potential to enhance the operations of tourism and hospitality establishments in Thailand and contribute to differentiation in the sector. The research also seeks to contribute to the larger discourse on sustainable tourism by examining the applicability of the 7 Greens strategy in the tourism and hospitality sector of Thailand.

DOI: https://doi.org/10.5281/zenodo.19678586