The present study is designed to comprehensively analyse the dimension “Consumer Behaviour” by conducting a bibliometric analysis, content analysis and meta analysis of 199 publications between 2018 to 2022 from the Scopus database. This paper centrally revolves in highlighting the research gap in Consumer Behaviour, publications available between 2018 to 2022, top 10 authors with their respective citations, frequency of occurrences of the keywords and determining the most important factors and their influence in the domain of consumer behaviour. Findings shows that more research gap is present between the keywords consumer behaviour and Covid , impact. J.Poore author is having the highest citation of 1630 towards the dimension of consumer behaviour. In the year 2018 there were 74 publications, in the year 2019 there were 55 publications, in the year 2020 it was 47 publications and last in the year 2021 it was 23 publications towards the dimension “Consumer Behaviour”.

Among 21 keywords, Covid has occurred 28 times followed by consumer 22 times and Behaviour 19 times respectively. Total 9 factors have been determined from 21 keywords leading to the contribution of 77.95% in Consumer Behaviour

In this study, the influence of Generation Z's social media marketing activities on brand equity, with an emphasis on the ways in which engagement with platforms such as Instagram, TikTok, Snapchat, and Twitter affects critical brand equity dimensions—brand awareness, perceived quality, and brand loyalty. Generation Z, which was born between 1997 and 2012, is the first generation to have grown up in a digital age and has become accustomed to social media and technology. Consequently, they are an essential demographic for contemporary marketing strategies. In contrast to previous generations, they anticipate authenticity from brands, actively engage in content creation, and share product recommendations. The social media behaviors of 70 participants aged 18–26 are analyzed in this study using a mixed-methods approach that combines quantitative surveys and qualitative interviews. The study examines the influence of influencer collaborations, user-generated content, and direct brand engagement on social media on consumers' perceptions and purchase intentions. The results indicate that Generation Z's interactions with brands are significantly influenced by their values of transparency, relatability, and personalized experiences. The results of statistical analyses suggest that brand awareness, trust, and loyalty are all positively impacted by social media activities, including frequent brand interactions, positive social media evaluations, and creative content. Additionally, the research indicates that brands that are consistent with the values of Generation Z, including sustainability and diversity, are more likely to establish enduring relationships with this demographic. The research emphasizes the transformative influence of social media on brand equity in the digital era, offering valuable insights for brands that aspire to engage and retain Generation Z consumers through effective social media marketing strategies.

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This research introduces a dynamic portfolio optimization framework based on the Proximal Policy Optimization (PPO) reinforcement learning algorithm that is known to be stable and perform optimally in continuous decision making. The proposed approach seeks to maximize long term returns in the portfolio while taking care of risks and transaction expenses in a volatile financial market. Utilizing the open source framework FinRL, the framework incorporates historical market data, technical indicators, and transaction cost constraints into a Markov Decision Process (MDP). There are rolling window features of asset returns and portfolio allocations in the state space, whereas the action space in determining optimal weight distributions in several assets. The aim is to represent the risk adjusted return of the portfolio by the reward function. PPO’s concisely defined objective and entropy regularization induces optimal efficient policy updates and exploration exploitation behavior. The experimental results demonstrate that the model has superior cumulative return and Sharpe ratio vs. traditional benchmarks and, therefore, have white paper potential in actual, AI-driven investment strategy in a trading environment.

A very significant risk and complexity which has emerged in fraudulent activities in banking transactions is the accelerated rate at which the financial services have become digitized. This study brings forth a state-of-the-art AI enabled fraud detection framework utilizing deep learning technology to increase the accuracy and real-time response of detecting anomalous patterns. More specifically, we deploy a Long Short-Term Memory (LSTM) neural network architecture because of its enhanced ability to learn the temporal dependencies in sequential transaction data. A real world financial dataset is used to train and test the model using Google Cloud AI Platform that guarantees scalable processing and integrated model deployment. Through extensive experiments it is shown that the proposed system is capable of delivering high precision and recall when it comes to detecting fraudulent behavior and outperforms traditional ML baselines. Such research emphasizes the effectiveness of the deep learning technology in automating fraud detection and demonstrates the breakthrough novelty of cloud-based AI tools to the financial industry.

Green branding has come to be a focal pillar of green marketing, symbolizing practice of the company in an effort to keep pace with increasing consumer environmental consciousness. However, its impact on consumer beliefs, brand trustworthiness, and behavioral intentions in developing markets is yet to be explored. This research examines the effect of green branding on consumer reaction, with special attention to perceived authenticity as the mediator variable and environmental concern as the moderator variable. A systematic survey was conducted amongst 256 Tier-I and Tier-II Indian city consumers. Through Structural Equation Modeling (SEM) and analysis, we tested the impact of green branding on brand trust and purchase intention. The results revealed that green branding positively impacts trust and purchase intention and perceived authenticity acts as a mediator between them. Additionally, environmental concern moderates the success of the branding-purchase relationship. These results have useful implications for green branding program managers who seek to create effective environmentally oriented branding programs appealing to eco-aware segments. The research enhances theoretical sustainable marketing knowledge through identifying authenticity and consumer values as variables of green consumption behavior. Suggestion is extended to marketers and regulators regarding the need for transparency in a move aimed at lessening the risk of greenwashing..

In recent years, eco-branding has emerged as a critical strategy in marketing, reflecting the growing consumer awareness of environmental issues and the demand for sustainable business practices. This paper explores how consumers respond to sustainability claims presented in branding and marketing communications. Drawing upon interdisciplinary literature from marketing, psychology, and environmental studies, the paper analyzes the effectiveness of eco-branding in influencing consumer perceptions, attitudes, and purchasing behavior.

The paper identifies key factors that shape consumer response, including the perceived authenticity of environmental claims, the clarity and transparency of messaging, and the alignment between brand identity and sustainability narratives. It also addresses the impact of "greenwashing"—where misleading or exaggerated environmental claims lead to consumer skepticism and backlash—on brand credibility. The paper further examines demographic and psychographic variables such as age, education, and environmental consciousness, which moderate consumer sensitivity to eco-friendly messaging.

Findings suggest that while eco-branding can strengthen customer loyalty and brand equity, its success largely depends on credibility, consistency, and genuine corporate commitment to sustainability. The paper highlights best practices for marketers seeking to ethically leverage eco-branding, including third-party certifications, lifecycle disclosures, and stakeholder engagement.

Ultimately, this paper contributes to the understanding of how sustainability claims function within the branding ecosystem and offers insights for brands aiming to navigate the complex landscape of environmentally responsible marketing. By synthesizing current research, the paper underscores the importance of integrity and transparency in building long-term consumer trust in an increasingly eco-conscious marketplace...

Crypto markets feature volatility, fragmented data, and unstable trends. Conventional trading techniques tend to fall short in integrating real-time opportunity and hedging risks efficaciously. Artificial Intelligence (AI), with its ability to learn patterns, make decisions in real-time, and learn to adapt, can be a revolutionary chance for crypto trading optimization. Blockchain technology, however, with its transparent and decentralized design, can guarantee trading strategy execution integrity and accountability. This paper introduces an integrated system that combines AI-based trading models and smart contracts based on blockchain technologies to improve efficiency, transparency, and trust in crypto trading. From historical market data, social media sentiments, and current price inputs, this paper applies deep learning and reinforcement learning models in predicting patterns and making automated decisions. The blockchain feature enables traceability and secure implementation of strategies. Empirical evidence indicates that the hybrid system significantly surpasses conventional methods when it comes to return on investment and risk-adjusted return. The study yields significant implications for policymakers, traders, and FinTech designers.

Purpose: This systematic literature review (SLR) investigates the existing body of scholarly work on the relationship between ethical leadership and employee well-being. Recognizing the increasing global emphasis on cultivating ethical practices and fostering a thriving workforce, particularly within the demanding context of educational institutes, a compelling need emerged to synthesize and evaluate the current state of research to identify critical gaps and future directions.

Design/methodology/approach: The review adheres to a rigorous SLR protocol. A comprehensive search of the Scopus database, using keywords related to ethical leadership and well-being constructs, was followed by a multi-stage filtering process based on predefined inclusion and exclusion criteria. This process resulted in a final sample of 73 peer-reviewed articles published between 2020 and 2025 for in-depth thematic analysis.

Findings: The findings highlight prevailing trends in the existing literature, including dominant methodological approaches and commonly employed theoretical frameworks. It uncovers conceptual limitations in how employee well-being is often addressed and signals a need for broader and deeper exploration of the topic. The study emphasizes the importance of diversifying research methods, expanding geographical representation, and examining the underlying processes that connect ethical leadership with employee well-being in educational settings.

Originality/value: This paper provides a comprehensive, up-to-date map of the ethical leadership and well-being literature. It moves beyond previous reviews by offering a granular analysis of methodological trends and proposing a clear, actionable research agenda specifically tailored to address the need for fostering employee well-being within educational institutes.

This paper explores the concept of Neuro-Linguistic Programming (NLP), its foundational principles, and its relevance in the business world. It aims to evaluate the potential of NLP as a transformative tool for individuals and organizations by outlining its key benefits. The discussion focuses on how NLP can be effectively applied in core business areas such as leadership and management, sales and negotiation, and customer service. NLP is a powerful framework that helps individuals reprogram their internal experiences to positively influence their external environment. It emphasizes the interplay between neurological processes (neuro), language (linguistic), and learned behavioral patterns (programming). Although once considered a pseudoscience in the 1970s, NLP has gained widespread attention and adoption in recent years, with certified practitioners using its techniques to drive business success, enhance communication, and shift limiting beliefs. This paper highlights how businesses utilize NLP to boost performance, improve internal collaboration, and align leadership with organizational goals. Additionally, it introduces the core idea that while the external world may be consistent for all, the internal world we construct determines how we perceive and respond to it. By equipping professionals with tools to better understand themselves and others, NLP can foster deeper connections, enhance decision-making, and create more resilient teams..

The "services theatre model" is used in this study to comprehend customer service experience of millennials and Gen Z at seaside resorts. It is a conceptual structure that uses the three dimensions of actor, performance, and environment to define and analyze services using theatre as a metaphor (Grove et al., 1998).  Staff members who collaborate to deliver services are referred to as the actor, the physical settings/environment wherein services are delivered is referred to as the setting. The collection of actions carried out in front of an audience and the evaluation of the service is called performance (Fisk et al., 2004; Grove et al., 1998; Grove & Fisk, 1992).

 This research paper investigates how customer service influences the likelihood of millennials' and Gen Z's intention to revisit resorts. The study also investigates the mediating role of factors driving the desire to return. Data for this research was collected from 412 participants, predominantly millennials and Gen Z individuals. This study's findings provide valuable insights into the determinants of customers' intention to revisit resorts. It reveals the associations among physical environment, staff and customer interactions, trust, perceived value, and revisit intention. Additionally, the study underscores the mediating roles of related variables, revealing the intricate dynamics within the hospitality and travel sector. This paper augments theoretical and practical implications to improve customer experience in the travel and hospitality sector and highlights the impact of several aspects that drive customers’ intention to revisit the resort. The framework introduced enhances the existing knowledge and serves as a basis for future research and practical applications in this field..

The tending world population has sparkled critical worries about environmental protection, food safeguard, and energy. By espousing innovative inventions that maximize expedient use, reduce environmental impact, and increase food product, the husbandry sector plays a critical part in addressing these issues. With its controlled settings that increase crop yields, ameliorate quality, and use lower water, hydroponic husbandry has evolved as an essential tactic for achieving sustainability. With this, farmers continue to favor hydroponic husbandry because of its capability to maximize yield, permit for time- round husbandry, and controlled outside factors including pests, ails, and severe rainfall. The relative study of conventional and hydroponic husbandry ways established different patterns of energy use, crop yields, and impact on the terrain. According to the findings, hydroponic systems with slice- edge medium for growth and control technology produce optimal conditions for growth and yield 11 times as much but the high energy consumption is a matter of concern. These perceptions can guide plans that optimize energy effectiveness, cut charges, and support sustainable husbandry styles, all of which will ultimately ameliorate environmental sustainability and the vacuity of nutritional food worldwide..

Background
Indebtedness among farmers in Rajasthan has become a critical issue, endangering agricultural sustainability and rural livelihoods. Understanding the factors contributing to this financial burden is essential for developing targeted interventions to address the issue.

Methodology
This study utilizes secondary data from the 77th Round of the National Sample Survey Office (NSSO), focusing on the Indebtedness Survey of Agricultural Households. A Probit regression model is employed to analyze the likelihood of indebtedness among farmers. Key variables include credit agency, tenure of loans, nature of interest, type of land, and transport equipment usage, along with continuous variables like usual monthly consumer expenditure. Data from all 33 districts of Rajasthan, grouped into seven sub-regions, were systematically analyzed using STATA 18 software.

Findings
The analysis reveals that informal credit sources, high-interest loans, unfavorable loan terms, and inadequate access to institutional credit are significant contributors to farmer indebtedness. Additionally, factors such as landholding patterns and financial constraints further exacerbate the debt crisis. The reliance on informal financing perpetuates a cycle of financial vulnerability, limiting farmers' ability to invest in better agricultural practices or improve their livelihoods.

Conclusion
This study highlights the urgent need for policy interventions to improve farmers' access to institutional credit, restructure loan mechanisms, and reduce dependence on informal lenders. By addressing these challenges, the financial resilience and sustainability of Rajasthan's farming communities can be significantly improved.

Social media influencers have emerged as a pivotal force in contemporary digital marketing, reshaping how consumers perceive, evaluate, and purchase products. This study investigates consumer perceptions regarding the utility and authenticity of products promoted by social media influencers. Through a quantitative research design using a structured questionnaire, data was collected from 210 respondents via snowball sampling. The findings reveal a high level of engagement and trust in influencers, particularly those active on platforms like Instagram and YouTube. Consumers primarily value influence credibility, content relevance, and product authenticity in shaping their purchase decisions. The analysis also differentiates the perceived effectiveness of micro vs. macro influencers, highlighting the nuanced role of follower engagement and content quality. Despite concerns about sponsored content, consumers report generally high levels of satisfaction with their influence-driven purchases. These results underscore the importance of authenticity and strategic platform selection in influenced marketing campaigns. The study offers actionable insights for brands seeking to optimize influencer collaborations and enhance consumer trust.

Human Resource Information Systems at organizations have evolved to new paradigms and platforms over decades. Having different needs, size, operations and business, almost every contemporary organization has implemented HRIS for its human resource management. Some of the organizations have reaped phenomenal benefits by implementing HRIS and few are yet to realize the importance, while a reasonably good number of organizations have found it difficult to implement HRIS. An exploratory study has been conducted to discover the facilitating and inhibiting factors for the successful implementation of HRIS. Based on a sample of one hundred sixty-seven primary HRIS users at pan India level organization, exploratory factor analysis coupled with descriptive statistics, chi-square and Anova were applied to test the hypothesis and to further establish the factors leading to successful implementation of HRIS in organization. The findings of the study suggest that factors like the size of the organization, need of implementing HRIS, characteristics, impacts of HRIS on HR functions and processes, and problems that limit HRIS’ use, are the factors, which play facilitating and inhibiting roles to the success of HRIS. The study is expected to add to the existing academic framework of HRIS and will also leverage HR professionals in the effective planning, designing and implementation of HRIS at their organizations

This work examines how words, language tone, hashtags and ways of arguing influence support, explanations and public attitudes in online campaigns. By carrying out a content analysis on chosen Twitter campaigns, the research found repeated ways of wording content that affect engagement and the results of each campaign. The study shows strategic language helps digital activists appear more visible and create a strong identity within the community. Research found that careful use of language is important for groups or individuals involved in online social activism

The use of ML methods in financial risk prediction is transforming the way banks and FinTech companies handle credit, fraud and their market dangers. We explore if Logistic Regression, Random Forest, Support Vector Machine (SVM) and Gradient Boosting are effective in correctly predicting financial risks within the digital finance ecosystem. Employing a properly formatted set of credit-related variables, the models were checked and rated using important metrics. Among the algorithms examined, Gradient Boosting proved to be the most successful, with accuracy at 94.2%, precision at 92.8% and recall and F1-score of 93.5%. The outcomes achieve better results than typical risk models, proving ML models suit banking applications. The report continues to discuss how FinTech and intelligent tools are continuing to impact banking, improve how decisions are made and ensure compliance with laws. The research shows that, based on relevant findings and recent studies, ML both raises accuracy and provides solutions that work well in today’s financial world. The paper highlights that for AI to be adopted in the industry over time, data needs to be accurate, models need to be transparent and AI must be ethical

This study aimed to explore the differences in perceptions among foreign tourists, hotel managers, and independent restaurant managers regarding the motivational factors influencing foreign tourists to engage with Indian cuisine during their visit to India. A structured survey questionnaire was administered to 100 hotel managers, 100 independent restaurant managers, and 202 foreign tourists, with a final valid sample size of 402 respondents. Using the multivariate analysis of variance (MANOVA) technique, the study tested the hypothesis that there was no significant difference in stakeholder perceptions. The findings revealed significant differences in perception among the three groups, with hotel managers attributing the highest importance to factors such as the medicinal value of spices, authenticity, and traditional dishes. Independent restaurant managers emphasized value for money, variety, and pricing, while foreign tourists rated emotional satisfaction as the most influential factor. The study provided insights into the varying priorities of stakeholders, emphasizing the need for tailored marketing strategies to enhance the appeal of Indian cuisine to foreign tourists by aligning services with foreign tourist’s expectations. Future research could explore how cultural backgrounds influence culinary engagement and examine similar patterns in other culinary destinations

Now-a-days sustainability in fast-moving consumer goods (FMCG) supply chains (SC) management is acquiring more attention. This research was attempted to analyse the supply chain management practices in the food processing FMCG sector in Pune District and their impact on organizational sustainability. The research work was conducted based on exploratory & analytical study among FMCG industries at Pune, Maharashtra, India. Questionnaire surveys, structured interviews with supply chain professionals, plant managers, logistics coordinators, and procurement heads of food processing FMCG companies were carried out and collected data is analysed s through statistical methods such as regression analysis with special reference to ANOVA. The relationship between sustainability indicators and sustainable sourcing practices, stakeholder collaboration and supply chain transparency were found to be positive and adequate

This study explores the crucial impact of digital marketing in fostering financial advancement and securing long-term viability for businesses. As technology evolves at a swift pace and the dependence on digital platforms grows, companies have been compelled to adjust their marketing approaches to stay ahead in the competitive landscape. This research investigates a range of digital marketing strategies, such as social media promotion, search engine optimisation (SEO), content creation, and email marketing, to evaluate their influence on the performance of organisations. The study emphasises the relationship between digital marketing initiatives and various outcomes such as revenue expansion, customer interaction, and sustainable practices, by examining enterprises of varying scales. Furthermore, the research highlights the primary obstacles that companies encounter when executing digital marketing initiatives, including limitations in resources and a deficiency in digital expertise. This study utilises both primary and secondary data to provide an in-depth insight into the ways digital marketing propels financial achievement while also supporting enduring sustainability objectives. The results highlight that although major corporations reap the greatest rewards from digital marketing tactics, smaller enterprises also have the potential to thrive if they can navigate the challenges of successful execution. This research further highlights deficiencies in current studies, especially regarding the incorporation of cutting-edge technologies such as artificial intelligence within the realm of digital marketing. In conclusion, digital marketing serves as a vital instrument for enterprises aiming to broaden their market presence, strengthen customer allegiance, and adopt sustainable practices in the contemporary, interconnected, and global landscape.

Nowadays, digital strategies are a major way that insurance companies in India get new non-life insurance customers. Four main digital marketing approaches—SEO, SMM, Email Marketing and Content Marketing—are investigated to see how they help a business acquire new customers. The data was drawn from interviews with 267 people involved in marketing and insurance policies in Mumbai, where the authorities are implementing IT agencies. SEO and SMM were found to have the biggest effect on customer acquisition, according to the results of the regression analysis. They point out that specific digital marketing efforts are key to stronger promotion, higher conversions and reliable growth in the Indian insurance industry

This paper examines the gig economy in India through a sociological lens, focusing on the intersection of workers' rights and social inequality. As the gig economy expands, it offers flexible employment opportunities but also presents significant challenges, particularly regarding labor protections. Utilizing qualitative methods, including in-depth interviews and focus group discussions with gig workers from diverse backgrounds, the study reveals a landscape marked by precarious working conditions, inadequate compensation, and a lack of access to essential benefits. Findings indicate that socio-economic factors, including gender and class, significantly influence workers' experiences and perceptions of their rights. Despite the increasing recognition of gig work's economic potential, the absence of regulatory frameworks exacerbates vulnerabilities, particularly for marginalized groups. This research underscores the urgent need for comprehensive policies that protect gig workers and address systemic inequalities within the labor market, highlighting the importance of a sociological understanding in shaping equitable labor practices

The evolving landscape of grapevine communication research examined in this study, reveals significant shifts in scholarly attention and research patterns over time. The analysis demonstrates a notable surge in publications following the COVID-19 pandemic, reflecting increased academic interest as organizations adapted to remote and hybrid work environments where formal communication channels became more limited. Citation patterns show consistent growth post-pandemic, with sporadic fluctuations prior to 2018 but sustained high citation rates after 2019, indicating enhanced scholarly engagement with informal communication topics. The study reveals that productivity and influence among journals are not necessarily correlated, with highly productive journals not ranking among the most influential, while influential journals demonstrate lower publication volumes. Country-based collaboration analysis shows evolving international partnerships, with early collaborations between USA, Australia, and Canada shifting to recent China-Pakistan collaborations. Keyword evolution analysis indicates thematic progression from basic concepts like "rumor" and "teleworking" in 2014 to sophisticated constructs including "positive workplace gossip," "negative workplace gossip," and "knowledge-hiding" by 2024. Author co-citation analysis identifies four distinct research clusters, each contributing unique perspectives on informal communication's role in organizational dynamics, trust-building, social power, and employee retention. The findings suggest that grapevine communication has emerged as a critical organizational phenomenon requiring continued theoretical and empirical investigation in increasingly digital work environments

This study investigates how ML algorithms should be integrated into business forecasting models while planning use strategic resources effectively. This paper analyzes recent studies along with evaluating multiple machine learning techniques through regression and decision trees and neural networks and ensemble approaches then develops a method for integrating them into organizational forecasting processes. The research demonstrates that ML provides substantial improvements in both immediate and extended planning performance which generates competitive benefits with operational improvements

This research paper presents a comparative analysis of reservation systems in hotels of Delhi, focusing on in-house and third-party platforms. Reservation system is a software application utilized in the hotel sector to efficiently oversee room availability, pricing, and reservations. The study objective is to evaluate and compare the efficiency, user-friendliness, security, and overall performance of these reservation systems. The research utilized a paired t-test and GAP analysis via IBM SPSS software version 26 to assess the data collected from 148 guests staying in Ministry of Tourism approved 4-star, 5-star, and 5-star deluxe hotels in Delhi. Data was gathered using a convenience sampling method. The study identified 15 key variables related to the reservation process, including usability, information completeness, search functionality, data security, and customer preferences. Results revealed that 13 variables were significant in influencing the user experience, while 2 variables showed no significant impact. The findings provide valuable insights for improving reservation systems in the hospitality industry

The digital age has revolutionized communication, granting individuals the unprecedented ability to express their views to global audiences. However, this democratization of speech has also brought forth complex challenges in distinguishing between protected free speech and impermissible hate speech. This paper critically analyzes the legal, social, and ethical dimensions of free speech and hate speech on digital platforms. It explores how different jurisdictions balance these competing interests, evaluates the role of digital intermediaries, and examines the effectiveness and implications of current regulatory frameworks. The paper concludes with recommendations for a more nuanced and context-sensitive approach to regulating online speech.

This research paper conducts a comprehensive bibliometric analysis to explore the relationship between employee happiness and its impact on employee performance. By systematically reviewing academic literature from 2000 to 2025, the study identifies key trends, influential authors, institutions, and thematic clusters in this domain. Utilizing tools such as VOS viewer and Scopus, the analysis maps co-authorship networks, keyword co-occurrences, and citation patterns. The findings reveal that employee happiness significantly influences productivity, engagement, and organizational outcomes, with emerging themes in workplace well-being, positive psychology, and organizational culture. The study provides insights for researchers and practitioners to advance theoretical frameworks and implement evidence-based strategies for enhancing employee performance through happiness.

Moonlighting’ is a term growing in popularity among employees across various sectors which translates to holding more than one job simultaneously usually without the knowledge of the primary employer. There were various motivating factors that were discovered in this study after conducting a thorough theoretical research of previous work in the field. Most of the factors could be broadly classified into two categories, psychological and personal. Theories like Self-Determination theory, Maslow’s Need theory, Goal-setting Theory, Social-exchange theory and Role theory were examined and different models were derived that were applicable in this context. Post extensive theoretical research, the motivating factors leading to possible moonlighting behaviour were classified into psychological and personal branches, from which a conceptual framework was derived with corporate governance determinants played a moderating role in the relationship. The influence of selective psych and personal indicators and the directional impact were found in the process. The paper found that majority of the factors identified in both branches had a positive impact on the moonlighting behaviour. However, being a theoretical study, the findings are not an accurate measure but an illustration of what can be. Further empirical analysis with this study as bedrock will help reason out the relationship of individual factors and corporate governance with Moonlighting decision making

The rapid advancement of Artificial Intelligence (AI) has significantly transformed the landscape of financial forecasting and investment decision-making. AI-driven technologies, such as machine learning, deep learning, and natural language processing, enable the analysis of vast and complex datasets with unprecedented speed and accuracy. These tools are increasingly being used to identify market trends, assess risks, predict stock prices, and develop automated trading strategies. This paper explores the evolving role of AI in enhancing the precision and reliability of financial forecasts, as well as its impact on shaping informed investment decisions. It also examines the integration of sentiment analysis, real-time data processing, and algorithmic models in portfolio management. Furthermore, the study discusses the challenges associated with AI adoption in finance, including data privacy concerns, ethical implications, and model transparency. The findings underscore the potential of AI to revolutionize financial decision-making, offering both institutional and individual investors a competitive edge in dynamic markets

The state of Tamil Nadu’s standing as a favorable environment for entrepreneurial development is not uniformly reflected across the state. While urban areas and, to a lesser extent, semi-urban regions demonstrate dynamic entrepreneurial growth, rural areas continue to face significant challenges in fostering the right ecosystems for entrepreneurship. This study tries to investigate critical challenges faced by rural entrepreneurs, particularly those of women entrepreneurs, including infrastructural deficiencies, limited access to funding and the problem of digital exclusion. Female entrepreneurs, especially in the textile and agricultural sectors, face persistent socio-cultural and financial constraints. Government initiatives, such as the Startup Village Entrepreneurship Program (SVEP) and Women Entrepreneurship Program (WEP), have begun to alleviate these challenges. However, these programs remain in early stages and have limited outreach, particularly in remote and rural areas, restricting their overall impact and efficacy.

This study appraises the effectiveness of entrepreneurship programs in Southern India, the state of Tamil Nadu and attempts to identify the barriers hampering their widespread adoption. The study uses both quantitative and qualitative methods, employs regression analysis, chi-square test, and analysis of variance. The study underscores the crucial role of digital empowerment and public-private partnership in addressing identified gaps. Based on these research findings and insights, clear policy recommendations are proposed to foster a supportive and inclusive entrepreneurial ecosystem for women. Finally, this study aims to support ongoing efforts to democratize entrepreneurship by systematically identifying barriers and optimizing the usage of available resources.

This study focused on determining employee attrition by analyzing HR data points such as employee demographics, motivation, engagement, and satisfaction. The research methodology includes primary and secondary data collection, with a structured non-disguised questionnaire used for primary data collection. The study design is descriptive in nature, with statistical tools and techniques used in this study including percentage analysis, Chi-Square test, Correlation, ANOVA, and Power BI analysis. The findings suggest that a lack of professional development opportunities, misalignment of job responsibilities with employees’ skills and abilities, and inadequate support to manage stress at work are key factors contributing to attrition. The study's advanced visualization using Power BI includes a dashboard that can help organizations improve employee engagement and retention by developing efficient retention strategies. The dashboard's topics include employee turnover, retention, causes of attrition, professional development opportunities, job satisfaction, stress levels, work-life balance, and overall satisfaction with employment. This dashboard allows the company to make data-driven decisions to promote a positive workplace culture and increase productivity

This research aims to rigorously evaluate the financial implications of gender diversity and governance practices within publicly listed companies in India. Focusing specifically on the Indian market, the study utilizes Tobin's Q as a principal metric for assessing corporate performance. The core objective is to explore the roles that independent directors and female directors play in influencing a firm’s financial outcomes. By employing panel regression analysis, the research delves into significant and previously unexplored areas, bringing to light the substantial impacts that board composition has on a company’s valuation and performance. The findings indicate a positive and statistically significant relationship between the presence of female directors and increases in Tobin’s Q. This correlation underscores the financial benefits associated with enhancing gender diversity at the board level. Moreover, the study highlights the critical role of independent directors in promoting excellent governance practices. These directors significantly contribute to better financial performance, evidenced by their positive effect on Tobin’s Q. This suggests that independent directors are not just formalities but pivotal elements in steering companies towards more effective governance and improved financial health. The research expands the discussion on the necessity of gender-diverse and independent boards, advocating for their role in advancing economic progress. The findings are particularly relevant to the ongoing discourse on corporate governance reforms in India. By contributing meaningful insights into the dynamics of board effectiveness, this study enriches the existing literature on corporate governance. In practical terms, the results serve as a valuable guide for regulators, investors, and company executives aiming to optimize financial performance through strategic board configuration. The study proposes that adopting more inclusive and well-rounded governance frameworks can lead to better financial outcomes and, ultimately, more sustainable business practices. This research not only informs current policy discussions but also aids stakeholders in making informed decisions regarding board composition strategies

This study explores the awareness, influencing factors, and socio-economic implications of Circular Economy (CE) adoption among coffee growers in India. Despite the increasing global emphasis on sustainability, findings reveal a significant gap in CE awareness, with the majority of growers reporting minimal understanding of CE principles. Peer interactions and non-governmental organizations (NGOs) emerged as primary sources of CE knowledge, while formal institutions like the Coffee Board played a lesser role. Key barriers to CE adoption include low awareness and insufficient technical know-how, overshadowing other factors such as regulation, consumer demand, and scalability. Regression analysis indicates a moderate positive relationship between CE factors and financial outcomes, although many growers perceive CE adoption as financially burdensome. In contrast, social implications show a stronger positive correlation, suggesting that CE practices can enhance community well-being, collaboration, and equity in the coffee value chain. The findings emphasize the need for targeted capacity-building, financial incentives, and policy interventions to promote CE awareness and implementation among smallholder coffee producers.

Climate change mitigation has become a global issue, and countries have adopted carbon markets as one of the mitigation measures for tackling climate change. India has also developed its own domestic carbon market in the form of the Indian carbon market. This paper examines the assessment of the Indian carbon market and draws lessons from the international carbon markets in the USA, Europe and China. The paper explores the opportunities and challenges for integrating the Indian carbon market with international carbon markets. The paper examines the policy and regulatory framework, the market, infrastructure, and preparedness regarding the different stakeholders and their active participation in the carbon market. The document highlights some key requirements for a stable carbon market in terms of a stable regulatory environment, market trading mechanisms, monitoring and verification requirements, liquidity concerns and the alignment of the Indian carbon market with international trading platforms. The findings of the paper provide a positive perspective for policy makers in developing a domestic carbon market in line with India's decarbonization targets

The advent of shared mobility since 2015 has significantly reshaped urban transportation, emerging as a pivotal solution in response to the inadequacies of traditional public transit systems, especially in rapidly urbanizing regions. App-based platforms like Ola, Uber, and other localized services have revolutionized commuting patterns, offering cost-effective, convenient, and accessible alternatives. This transformation has not only benefited low-income groups by reducing ownership costs but has also addressed first- and last-mile connectivity, contributing to the efficiency of multimodal transport systems. According to projections by Morgan Stanley, the adoption of electric and autonomous vehicles will further enhance shared mobility economics, positioning India as a global leader in this space by 2030. This paper aims to explore the dual impact of shared mobility: while enriching commuter experience and urban mobility, it also challenges the traditional automotive business model. Through a comprehensive analysis of industry data, trends, and literature, the study will assess the correlation between shared mobility's rise and the decline in PV sales, evaluating its broader implications on manufacturing, dealer networks, and the future of the automobile sector

This bibliometric study investigates the growing significance of Artificial Intelligence (AI) in digital marketing for consumer electronics (1986-2024). Analyzing 401 articles from Scopus, it explores publication trends, authorship patterns, keyword co-occurrence, and citation networks. The research maps the current landscape, identifies key themes and gaps, and examines how AI shapes digital marketing. Findings reveal a surge in publications in the last five years, with China, the United States, and India as leading contributors. The study identifies 159 authors, 69 countries, and 15 prominent journals. This analysis provides insights for researchers and educators in identifying research areas, developments, and quality literature. The research confirms AI's potential in seven clusters: AI integration, machine learning, consumer behavior, digital transformation, personalization, and customer service, while highlighting the need for responsible AI practices. It also identifies gaps in understanding AI’s long-term impact on consumer behavior and integration challenges. Addressing these limitations enables stakeholders to leverage AI ethically and effectively in digital marketing. Additionally, the study identifies influential authors, their locations, and frequently used keywords, informing a future research agenda focused on key themes, methodologies, and areas of inquiry

Financial technology (FinTech) has undergone a profound evolution over the past century, fundamentally transforming financial services and markets. Leveraging financial technologies to create customer-centric value are especially pertinent to small and medium-sized enterprises in emerging economies. While there is an expanding body of global research on SME digital transformation and technology adoption, studies focusing on developing countries (and Vietnam in particular) remain relatively limited. This research zeroes in on four pivotal technologies including Blockchain, Internet of things (IoT), Artificial Intelligence (AI), and Big Data Analytics (BDA) - chosen for their profound capacity to reshape Vietnamese retail SMEs. By reviewing previous studies and arguing for the support of such underpinning theories as Technology–Organization–Environment (TOE), Diffusion of Innovations (DOI) theory, Resource-Based View (RBV) and Dynamic Capabilities View (DCV), this study has developed a conceptual framework that explicates how fintech adoption influences performance in Vietnamese retail regarding specific perspectives sales growth, Net Profit Margin, Inventory Turnover and ROA. Findings of this study will serve as a foundation to conduct further empirical research, thereby contributes to extant literature and help SME owners and managers gain clarity on which fintech solutions are most beneficial under various conditions in order to make informed investment and operational decisions

Industry 4.0 technologies have revolutionized traditional practices across several fields through digitization in support of sustainability and driving creative infrastructure development.  Organizations have to adopt specialized marketing strategies within the current setup in order to effectively meet evolving consumer needs and market demands.  The adoption of these strategies in enhancing productivity at large greatly depends on integral parts such as client satisfaction, retention, behavior analysis, profiling, and loyalty programs.

There remains a lack of comprehensive research on Industry 4.0's full set of enabling technologies within the marketing domain and their role in developing an ecosystem with digital intelligence, even as the trend continues to grow in influence. Implementing business analytics for enhanced quality of goods and services; employing strategic data for more customer satisfaction; setting digital foundation for live feedback; anticipating behavior of the customers in order to tailor the service and the messaging; using simulation software in monitoring, testing, and refining offers according to customer and market sentiment are merely a few methods wherein Industry 4.0 software can be put into action as marketing practice. To ensure that innovation and sustainability are maintained, the research concludes by issuing a systematic plan for incorporating these technologies and making significant recommendations to guide eventual acceptance

The flower market is highly sensitive to seasonal trends, supply chain disruptions, and demand volatility, making accurate forecasting essential for financial sustainability. Despite the availability of data, many businesses in the sector struggle to make informed decisions due to unpredictable market behavior. This research introduces a predictive analytics-based framework named Dynamic Vortex Search-driven Intelligent Long Short-Term Memory (DVS-ILSTM) to support data-driven decision-making. It gathers historical sales data, market trends, and environmental indicators from publicly available sources and internal company records. For pre-processing, the Min-Max Scaling technique is used to normalize the data, ensuring all variables are on the same scale for better model performance. Feature extraction is achieved through Independent Component Analysis (ICA), allowing critical patterns to emerge. The DVS-ILSTM combines Vortex Search optimization to tune hyper parameters dynamically and the ILSTM model to capture temporal dependencies for accurate demand forecasting. This hybrid model supports decisions on production, inventory, and distribution with higher precision. By integrating predictive analytics into operational planning, businesses manage resources, reduce waste, and enhance profitability. Experimental results show improved forecasting performance across RMSE and MAE metrics compared to conventional models, as well as a higher R² value (67%). The proposed approach strengthens strategic planning and contributes directly to the financial sustainability of businesses operating in the competitive flower market

This paper aims to explore several viewpoints on resolving the ethical quandary between the necessity of murdering conscious creatures and the preservation of human life by incorporating ideas from a mindfulness approach. This paper elucidates how the approach of mindfulness, enhanced by these principles, provides distinct viewpoints on harmonizing the rights and welfare of animals with human demands. In the mindfulness approach of Buddhism. The connectivity of all forms of existence are fully recognized and respected by this approach. This reflects the need for sympathy and understanding towards animals, can be critical for ethical decision-making when confronted with the moral dilemma. The paper suggests that the mindfulness approach helps to resolve this ethical challenge and to promote harmonious coexistence between humans and non-human entities. This paper also clarifies our ethical obligations towards the natural environment and animal welfare, using the perspective of mindfulness approach. This approach brings about awareness, empathy, and mindfulness consumption in our daily lives when dealing with the natural environment and animal well-being

The intersection of artificial intelligence (AI) and behavioral finance is transforming the way consumer financial behavior is understood, predicted, and influenced. This paper explores how AI technologies, including machine learning, natural language processing, and predictive analytics, are being integrated into behavioral finance to decode cognitive biases, emotional responses, and decision-making patterns. By analyzing large-scale consumer data, AI systems can identify anomalies in financial behavior, detect patterns of irrationality, and offer personalized financial advice, thus enhancing financial inclusion and literacy. The study highlights key applications such as robo-advisory services, sentiment analysis in market prediction, and AI-driven credit scoring. Additionally, the paper examines the ethical challenges related to algorithmic transparency, data privacy, and potential manipulation of consumer decisions. Through a synthesis of academic literature, industry reports, and case studies, the study offers a comprehensive understanding of how AI is reshaping behavioral finance, while emphasizing the need for regulatory oversight and ethical design in AI systems. This research underscores the potential of AI to foster more informed, equitable, and psychologically aware financial ecosystems, paving the way for innovation in financial decision-making and consumer engagement

The global shift towards sustainable development has catalyzed the convergence of circular economy principles and social entrepreneurship to address environmental degradation and socio-economic disparities. This paper explores how social entrepreneurs leverage circular economy models to create value from waste, contributing simultaneously to environmental conservation and social well-being. The circular economy promotes resource efficiency by designing out waste, keeping products in use, and regenerating natural systems. Social entrepreneurship, with its dual mission of economic sustainability and social impact, plays a crucial role in localizing and humanizing these principles through innovative, community-centered solutions.

This paper synthesizes existing literature on the integration of circular practices within social enterprises across diverse sectors including textiles, agriculture, construction, and electronics. It critically analyzes case studies that demonstrate successful waste-to-value initiatives, highlighting key drivers such as stakeholder engagement, technological innovation, and supportive policy environments. The review also examines barriers to scaling such models, including limited access to capital, regulatory challenges, and cultural resistance to reused products.

Moreover, the paper emphasizes the role of education, collaboration, and digital platforms in fostering inclusive circular ecosystems. It concludes that the intersection of circular economy and social entrepreneurship offers a transformative approach to sustainable development by turning environmental liabilities into economic and social assets. This integrated model not only contributes to achieving the United Nations Sustainable Development Goals but also fosters resilience in vulnerable communities by promoting resource stewardship and inclusive economic participation. Future research should focus on metrics for impact assessment and policy frameworks that encourage hybrid business models capable of generating long-term systemic change.

The integration of gamification in digital classrooms has gained significant attention as a powerful tool to enhance student engagement, motivation, and learning outcomes. By incorporating game elements such as rewards, challenges, and competition into educational activities, gamification offers a dynamic and interactive learning environment. This paper explores the concept of gamification, its application in digital classrooms, and its impact on student learning experiences. It examines how gamified elements, such as point systems, badges, leaderboards, and levels, foster intrinsic motivation and encourage active participation. Additionally, the paper highlights key benefits, including improved knowledge retention, increased collaboration, and the development of problem-solving skills. Through an analysis of various case studies and empirical research, the review identifies the effectiveness of gamification in promoting deeper learning and fostering a sense of achievement. The paper also discusses challenges, such as the risk of overemphasis on extrinsic rewards and the need for balancing game mechanics with educational objectives. Ultimately, this review emphasizes the potential of gamification in transforming digital classrooms into engaging and motivating spaces for enhanced educational outcomes

This research examines the impact of Environmental, Social, and Governance (ESG) disclosures on corporate financial performance, specifically focusing on earnings. The study distinguishes between mandatory and voluntary ESG reporting and analyzes their respective influences on earnings quality, persistence, and market valuations. Through extensive analysis of secondary data from global corporations spanning 2015-2024 and primary data from industry surveys, the research identifies significant relationships between comprehensive ESG disclosure practices and improved earnings metrics. The findings reveal that while mandatory disclosures establish minimum compliance standards, voluntary disclosures yield additional financial benefits through enhanced stakeholder trust and reduced information asymmetry. The paper contributes to the growing literature on sustainability reporting by quantifying the financial implications of different ESG disclosure approaches and providing empirical evidence for the business case of strategic ESG integration.

The primary goal of this study was to improve productivity in the assembly line at Top Mind Co. Pvt. Ltd. (name changed) by implementing lean principles of the Toyota Production System (TPS). A detailed time and motion study was conducted to identify bottlenecks and non-value-added activities. Various lean tools and techniques were employed to reduce cycle time and enhance overall efficiency. The introduction of a semi-automatic thermal inkjet printer significantly contributed to reducing the cycle time and operational costs. This paper discusses the methodology, results, and recommendations for continuous improvement in the assembly line

This study looks at how empowering leadership (EL) can improve safety performance and shape safety culture in the high-risk oil and gas industry. The study examines how EL affects safety culture and performance using social learning theory (SLT) and social exchange theory (SET), proposing organizational commitment as the mediator. Data from 203 employees support the hypotheses, demonstrating that EL positively impacts safety culture, and subsequently, safety performance. The findings validate that organizational commitment mediates EL's impact on safety culture, while safety culture positively influences safety performance. Unique to the Indian context, this study emphasizes EL's critical role in fostering a safety-oriented culture amidst industry-specific safety challenges. These findings provide important insights for management practices in high-risk industries and highlight the need for enabling leadership strategies to improve safety performance. The theoretical ramifications, useful suggestions, and directions for further study are covered in the paper's conclusion

Purpose: The rise of cryptocurrencies sparks significant interest among investors, but the environmental impact of energy-intensive consensus mechanisms, particularly in non-green cryptocurrencies like Bitcoin, raises concerns. As a result, a new class of eco-friendly "green" cryptocurrencies is born, to prioritize sustainability issues. The two-fold objectives of the study are to investigate the long-term equilibrium relationships, or cointegration, between prominent non-green cryptocurrencies (Bitcoin, Ethereum, and Litecoin) and green cryptocurrencies (IOTA, Ripple, and Chia), and to identify the potential for environment-friendly pairs trading strategies and the construction of sustainable cryptocurrency portfolios.

Design/Methodology/Approach: The study identifies the top three cryptocurrencies with the highest market capitalization and liquidity: Bitcoin (BTC), Ethereum (ETH), and Litecoin (LTC). It also identifies three of the most environment-friendly (in terms of power consumption) cryptocurrencies: IOTA (IOT), Ripple (XRP), and Chia (CHI). Daily closing prices of the six selected cryptocurrencies are considered from 10 November 2020 to 11 February 2025, providing 1555 data points for each series. The study employs a battery of seven popular cointegration tests to analyse the relationships between the selected green and non-green cryptocurrencies.

Findings: Statistically significant cointegration is observed between certain pairs of green and non-green cryptocurrencies, as well as among some green cryptocurrencies. Chia demonstrates strong long-run relationships with Litecoin and IOTA. Weak cointegration is observed between other pairs, with strength and consistency varying across different tests. The results suggest potential opportunities for market-neutral trading strategies and diversified portfolios that balance environmental and financial goals.

Originality of the Study: This research explores the integration of green cryptocurrencies into investment strategies, offering a new perspective on balancing environmental considerations with financial objectives in the cryptocurrency market. The study also suggests potential avenues for developing sustainable cryptocurrency portfolios and market-neutral trading strategies.

The purpose of this study is to explore the perception of leaders in organizations about grapevine communication and how they leverage it to enhance outcomes. Though the grapevine is considered at times to be unreliable or informal, it plays a key role in organizational dynamics. Through semi-structured interviews with 17 leaders from 5 sectors, this study identifies key themes for the functional and strategic use of informal communication networks within organizations. Findings show that leaders may leverage the grapevine as an intelligence tool to understand employee sentiment, capture early warning indicators, and collate direct feedback that may not arise through formal channels. Additionally, the study examines how leaders seed information through this informal network to reinforce organizational culture, assess employees' reactions to forthcoming changes, and influence narratives. The study also uncovers challenges emerging from digital communication.  The leaders emphasize the importance of transparency to build trust while leveraging the grapevine. This paper contributes to a better understanding of the grapevine and suggests that leaders should engage actively with this informal communication network for organizational outcome. This study provides practical ways leaders may navigate complex modern communication and proposes future research areas in informal communication in today’s digital age. 

The present research studied the link between public revenue and government expenditure with economic growth of the BRICS economies for the period 2000-2020. We used panel data analysis to examine the relationship of the tax-to-GDP ratio, General Government total expenditures (% of GDP), Current Health Expenditures, inflation, and Education Expenditures with economic growth.The results reveal that Tax to GDP ratio; General Govt. total expenditures (%of GDP) and Current Health Expenditure are significant and positively associated with real GDP. Government Revenue and total expenditure depict a positive and significant association with real GDP and GDP growth rate

Excellence in education can be achieved when there is equity. Students who do not have access to adequate learning environment fall behind their peers who do. The digital divide in India is an economic and social reality that requires pertinent attention, which if not addressed, will lead to economic, social and gender inequalities in the long run. With the dynamic and technologically transforming domain of knowledge and digital integration, Information and Communication Technology (ICT) in India has evolved to revolutionise the educational sector in general and school education in particular (Bansal and Choudhary, 2024). Undeniably, the digital divide in this sector widened unprecedentedly amidst the COVID-19 pandemic and its consequent online education requirements (Blundell et al., 2020; Reddy et al., 2020). An effective remote learning process requires students to have necessary electronic gadgets and stable internet connectivity; which otherwise would lead to glaring disparities in quality education between the haves and have-nots (Kulal et al., 2024; Azevedo et al., 2020).

As such, the present study intends to explore the digital divide on the education sector in India in the context of Covid-19 pandemic. The study focuses on high school students in government and private sectors in urban and rural areas of Ludhiana, Punjab. Specifically, we examine the impact of access to internet connectivity and adequate gadgets on the educational outcomes, classroom participation and performance of students. We also analyse the relationship between access to technology and academic accomplishment among students. Lastly, we examine if the outlay by the authorities to tide over the challenges are effective. All necessary data are collected from the heads of schools and class-teachers across Ludhiana through a combination of questionnaire and interview methods. With better infrastructure, access to ICT and well-equipped teachers, the private school students are expected to be better off compared to their counterparts

Advances in semiconductor nano-fabrication technologies have enabled the creation of next-generation mobile devices that are sensory-rich, communication-convergence platforms at the edge of the internet. These highly sophisticated handheld devices are equipped with increasing computational capabilities, ultra-low-power acceleration for AI processing, ultra-high-resolution imaging and video sensors, and secure elements for trusted sensor fusion, and are naturally always-on and always-connected. The fusion of a constellation of these devices supporting real-time predictive and prescriptive analyses of users and their dynamic environment will ultimately change the future of work and enable a modern era that empowers smarter, safer, healthier, and more productive human lives.

In order to realize the full potential of these devices, there is an urgent need to develop next-generation agentic AI and the required alignment technologies, including intrinsic motivation-driven learning, impact-driven perception-to-action systems, complex data and knowledge engineering for human-structured worlds, and trustable interactive intelligent behavior and social exchanges. These alignment technologies will enable the cognitive and physical automation stacks to architect these devices and larger scale intelligent edge environments that truly comprehend and seamlessly integrate the understanding of users and their real-world interaction contexts, the rich and dynamic semantics embedded in users' goals, intentions, and needs, and the importance of human agency and safety in any real-time autonomous task-preparation and task-execution process. In this chapter, we will present a thesis to develop the underlying tenets and architecture of agentic AI and their necessary technologies through a set of carefully curated thinkers and practitioners' perspectives on this challenge in a workshop format

The telecom industry is in a rapidly evolving period, during which firms are seeking to deliver shareholder value amidst digital transformation, workforce disruptions, and more and more data-driven consumer behavior. A new strategic emphasis lies within the internal capabilities and operational innovation of firms.  Through the use of this study, we explore how three strategic key dimensions, Marketing Efficiency, Workforce Optimization, and Process Innovation, jointly help affect Shareholder Value in telecom organizations. Quantitative data from one hundred and twenty telecom executives were obtained from the quantitative data, and qualitative insights obtained from in depth interviews to have a qualitative data. Passing the hypothesized relationships was validated using Partial Least Squares Structural Equation Modeling (PLS-SEM). Concurrent with the assessment of model explanatory power, standardized path coefficients and R2 values were calculated, and qualitative thematic coding was used to assess the Correlational category as a means to understand alternative paths in the above model. Therefore, the findings showed all three strategic constructs forming significant relationships with shareholder value and Process Innovation (β = 0 .47) had the greatest influence followed by Workforce Optimization (β = 0 .40) and Marketing Efficiency (β = 0 .35). Shareholder value was accounted for 62% with the model (R² = 0.62). The quantitative results were reinforced by the thematic analysis, in which the latter found that innovation and human capital were identified as strategic value levers. This research also shows that innovation, workforce agility, and marketing precision are the strategic convergences that are needed to create shareholder value. To support long-term performance and investor confidence, telecom firms must adjust strategic attention from the external transformation to the internal transformation

In Burkina Faso, malaria causes the death of several individuals, mostly children aged 0 to 5 years. Vaccination is one of the most effective means to fight malaria. Communication based on nudges and fear-based communication are used to raise awareness among individuals to get vaccinated. However, the literature on the use of these two communication registers has quite divergent results. The objective of this research is to study the influence of communication based on nudges and fear on the attitude and behavior of Burkinabe mothers to vaccinate their children. We used a qualitative methodology through a sample of 20 mothers for data collection. The results indicate that both forms of communication favorably influence the attitude and behavior of Burkinabe mothers towards the infant malaria vaccine. Communication based on fear is more effective compared to communication based on nudges. We recommend that health ministries communicate more by using fear and nudges to get mothers to agree to vaccinate their children

Tourism in its entirety has increased rapidly in recent years, and accordingly the applications of artificial intelligence in the travel industry have multiplied. Because the world itself has become a mobile place and the significant tourist destinations are forever becoming impersonal and commodified, it is increasingly difficult for the tourism industry to create products that are unique, exclusive, and hence, sellable. The following challenges should be addressed considerably if the AI in the travel and tourism industry has to be used to its fullest potential. In any kind of travel arrangements, situations could arise where two or even more choices could have the potential to intersect each other in place. At such a sensitive stage, instead of cancelling either of the overlaps in travel choices, the system must have the capability to come up with original recommendations that engender such overlap free choices in terms of both time and space.

This research addresses the novelty of ‘fully autonomous agentic agents’ that could resort to, or be able to work cooperatively with, both individual and collective agents not designed or developed previously in order to retrieve any information needed or to perform any task requested from anywhere in any previously specified time on behalf of their owner. Booked travel time band and the profile information of the booked agent need to be sourced, retained and updated. The profile of the agent determines the capabilities to be executed. The algorithm is designed in such a way as to ensure that hectic travel hours are avoided and no one agent of the group exceeds its maximum numbered allowable travel quota. Travel time needed for each travel task is estimated, the two time band options of Group Reasoning Module crammed for each agent are generated, scheduled and reserved. Live cultures and societies are to be preserved and protected for the comings and goings of the tourism industry. Thorough engineering-level studies need to be conducted to completely frame the technologies with no wear and tear, and remain unreproducible by competing companies

The Covid- 19 Pandemic has given a boost to telemedicine. To curb the spread of infection, E-consultation apps have emerged through public, private and third-party players. This study aims to find the Voice of Customer (VOC) in Tele-medicine apps and translate them into attributes offered by E-health portals. The study uses House of Quality model to list down the patients’ requirements and rank them according to their importance which is obtained through a feedback survey of 300 online consultation’s patients during the pandemic period. The technical requirements of the e-health portal are obtained through discussion with 30 healthcare providers and app developers and the relationship is shown through HOQ model. This QFD model would help E-health sector to modify their product offerings according to customer requirements and enhance patients’ satisfaction index. The academicians can use the model for referencing of QFD in health care sector

More and more people are choosing eco tourism which preserves their culture and environment in India. Many Indian heritage sites are encouraging eco friendly travel at present. The purposes of this study are to explore green marketing usage by these locations, and visitors' attitude towards it. Surveys and other data are used to determine if tourists believe the green claims and if so, if it influences their level of satisfaction. The results show that tourists are more prone to be satisfied and come back if green messages are truthful. Besides, the study makes a set of recommendations towards implementing green marketing in Indian heritage travel 

In the digital commerce landscape, consumer engagement has become a critical metric for assessing the effectiveness of marketing strategies. This study investigates how key digital marketing elements—trust, interactivity, relevance, and accessibility—influence customer engagement on Flipkart, one of India's leading e-commerce platforms. Employing a structural equation modeling (SEM) approach, the study analyzes responses from Flipkart users to determine the impact of these variables on consumer engagement. The findings reveal that trust exerts the strongest influence, followed by relevance, accessibility, and interactivity. The results underscore the importance of building trustworthy, relevant, and user-friendly digital experiences to sustain consumer attention and participation in competitive online marketplaces. The study provides strategic insights for marketers seeking to optimize engagement and foster long-term consumer relationships in the digital era.

This paper aims to elucidate the significance of business process improvement (BPI) through Lean Six Sigma in Indian SMEs, exploring the challenges they face, the potential benefits of such methodologies, and the broader implications for different manufacturing sector. A survey was carried out for understanding the adoption and implementation of Lean Six Sigma tools and techniques in Indian SME’s working in the furniture, footwear, food processing and steel manufacturing industries. Around 431 responses were collected through a questionnaire and the data was collected based on various aspects. This paper deals with certain specific questions from the questionnaire namely to understand the adoption and implementation of Lean Six Sigma (LSS) tools and techniques in Indian SMEs working in the furniture, footwear, food processing, and steel manufacturing industries and to study organizational factors like top management commitment, resource allocation, and organizational culture that impact the success of LSS practices in specified industries. The research further emphasized that according to a survey 84% of the organisations are reporting that they have adopted the tools and methodologies of Lean Six Sigma, which have gained widespread recognition to the quality programs of today. For Small and Medium Enterprises, regular awareness programs should be conducted to acclimatize them to the concepts of Lean Six Sigma (LSS). In fact, this research found that people had low levels of familiarity with the technology even with widespread adoption. Observation is crucial and aids in better implementation

AI technology has advanced exponentially and affected content creation and curation in marketing and brand communication with the audience. This empirical research seeks to assess the efficiency of the following AI solutions: Predictive analytics, natural language processing (NLP), and machine learning (ML) models for content personalization to increase audience engagement, and boost conversion rates. This study shows how AI is critical for marketing by providing a qualitative and quantitative discussion of AI’s top applications in marketing and how AI can help to adapt content generation and curation in real-time. The study demonstrates that AI works exceptionally well in providing highly targeted marketing experiences while still facing the issues of data privacy and creativity. This research is useful for marketers who want to strike a balance between the application of AI and the human touch in marketing and provides recommendations for future work on AI-based approaches to marketing

Retaining female employees in the Indian IT sector has become a major concern as companies strive to improve gender diversity, promote inclusion, and address issues such as work-life balance, career development, and gender pay parity. Organizations are adopting key strategies such as flexible work options like remote and hybrid models, enhanced maternity leave policies, and comprehensive return-to-work programs This study investigates the factors influencing the retention of women employees in the Indian IT industry. It explores key issues such as work-life balance, organizational culture, career development opportunities, and gender biases. The research adopts a mixed-methods approach, combining surveys, interviews, and focus group discussions with women employees from select IT organizations. Quantitative data is analyzed using statistical methods, while qualitative data is examined thematically. Findings reveal significant gaps in existing retention strategies and highlight the need for tailored initiatives to address the unique challenges faced by women in the sector. The study provides actionable recommendations for organizations to enhance retention, foster gender diversity, and drive long-term organizational success. Ethical considerations are upheld throughout the research

This paper examines the role of AI in improving cybersecurity in digital finance and the consumers’ attitude towards the adoption and effectiveness of AI-based solutions to cyber threats. Especially when the financial sector over time has shifted to online platforms, then issues of fraud, hacking, and data tampering become very paramount. This work seeks to compare the effectiveness of four AI models; Random Forest, SVM, Neural Networks, and Decision Tree in combating different types of cyber threats in the digital finance sector. This experiment conclude that Random Forest has the highest accuracy rate of 92% while, SVM has 89% accuracy rate, Neural Network has the accuracy rate of 85% and Decision Trees have 80%. These arguments show the benefits that can be derived through the employment of AI in addressing the issue of fraud and risks in the field of digital finance. Moreover, this research provides evidence that AI based cybersecurity enhances consumer confidence with 75% of participants expressing high confidence in solutions and technologies built on artificial intelligence. AI has efforts aimed at making sure that there is security for the transaction in finance, which in the process, increases customer satisfaction for the automated systems in finance. In any case, it can be concluded that the use of AI helps in solving the problems of cybersecurity and provides financial institutions with a capable method for addressing these issues as well as a powerful tool for the development of new financial services

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HR practices play a vital role for welfare and retention purpose. This paper explores various HR related strategy to improve employee centric approach and their impact on employee retention in organizations. This study provides valuable insights for HR practices for enhance retention and motivation of employees using welfare driven approach for employees.

This study presents a bibliometric analysis pf HR practices for employee welfare and organizational retention. This paper discusses and evaluates the research publications on HR practices over the last 10 years (2016-2025). 41,264 publications have been retrieved from dimension AI. Bibliometric analysis has been done using VOS viewer and connected paper tools. This analysis identifies trends and changes, prolific authors, most published research paper etc. the findings of this bibliometric analysis show a increasing graph of int. in Academics in HR practice field for promoting and enhancing employee welfare and retention. Co-authorship, citations and networking, mapping highlights the collaboration of research. This study not only map and network structure but also provide guidance to scholar and researcher for emerging trends and guidance for HR practices. IT bridges the gap for employee centric HR policies

Purpose

Purpose of the study is to identify the relationship between industrial relations and organizational development.  It further covers the factors affecting organization growth related with industrial relations and organizational development. 

Design / Methodology / Opportunity

Data collections have done with the different respondents related with organizations like employees, trade union leaders, human resource managers and consultants etc.  Data collected from the SME (Small and Medium Enterprises) related to automobile industries.  Questionnaire designed are aim to identify the organizational growth with respect to industrial relations and organizational development. 

Findings

The relationship of employees with the organization does have a positive impact on the organization growth.  The better relationship and understanding will provide an edge to the organization development internally as well as externally.

Research Limitations

The data collected from 16 nos of SME located in Pimpri Chinchwad, Pune, Maharashtra, India area are covered.

Practical Implications

Organization has to reframe the policies aligned to employee development and welfare.  This will enhance their performance and contribution for overall development of organization.  Industrial relation and organization development are vital for organization.

Originality / Value

The study has uniquely conducted by covering various areas of industrial relations related with employee, employer and organization.  It identifies the relationship between industrial relations and organizational development.

In the current competitive and dynamic market environment, firms are increasingly acknowledging the essential function of social media in improving employer branding via significant employee involvement. Organizations with a robust Employer Brand proficiently convey their identity and values, thereby recruiting elite talent and cultivating a workplace culture that employees take pride in representing. Engaged employees serve as genuine brand ambassadors, disseminating their favorable experiences and the organization's ideals via word of mouth and digital channels. This organic advocacy transforms employees into influential "Talent Magnets," attracting like-minded people who resonate with the company's goals and culture. Social media, as a preeminent influence in contemporary communication, significantly enhances these initiatives. As awareness increases that social networking significantly influences the daily lives of the current generation, firms are use these platforms to enhance their exposure, exhibit their culture, and interact with both existing and prospective personnel. The research on the influence of social media on employer branding underscores a notable transition towards an online brand presence, with organizations now systematically incorporating brand management into their corporate strategies. By emphasizing organizational strengths and connecting their messaging with the expectations of the contemporary workforce, firms may develop a robust employer brand that profoundly resonates. Employee involvement thus serves as a fundamental element in this process, augmenting internal commitment while simultaneously bolstering the company's exterior reputation. Social media serves as a vital conduit linking employee experience with employer perception, enhancing both recruitment and retention initiatives.

The value of influencer marketing tactics in raising consumer awareness, engagement, and long-term adoption of sustainable lifestyles is assessed in this study. The study investigates how influencers affect consumer perceptions of environmentally friendly items by evaluating their reliability and credibility. 704 respondents participated in a structured survey that used a Likert scale to evaluate several factors affecting customer trust, purchase intention, and behavioral changes. The results show that consumers' decisions are hugely impacted by influencers, and that engagement is largely driven by credibility. The report also emphasizes how crucial consumer education, authenticity, and openness are to promoting sustainable consumption. To ascertain whether influencer marketing and consumer acceptance of sustainability are related, statistical analysis approaches, such as hypothesis testing, were used. The findings highlight the increasing dependence on growing reliance on social media influencers in shaping purchasing decisions, reinforcing the need for brands to collaborate with credible advocates. The study contributes to marketing literature by providing insights into the effectiveness of influencer-led sustainability campaigns and offers strategic recommendations for businesses promoting eco-friendly products

Influencer marketing has become a prominent trend in today's digital landscape. Brands are increasingly turning to social media influencers (SMIs) to promote their products and services, recognising their capacity to effectively engage consumers. Micro-influencers—those with small but highly involved followings—have received a lot of attention in this arena. These influencers take a targeted strategy, appealing to certain markets with a personal touch that develops meaningful relationships. This introduction describes a research study that looks at the impact of micro-influencer marketing on Instagram users. As digital marketing advances, understanding how micro-influencers effect consumer attitudes and behaviours becomes increasingly important. While most past studies have largely analysed quantitative indicators like follower numbers and engagement rates, this thesis aims to provide a more holistic knowledge of how micro-influencers decision making in online space. Instagram, a key platform for influencer marketing, is central to this study, emphasising the relevance of assessing the impact of micro-influencers on this medium. By investigating the precise social influence processes that micro-influence rs use to change consumer attitudes and behaviours on Instagram, this study hopes to provide strategic insights into how to maximise their efficacy in brand promotion and customer engagement. This study contributes significantly to the ever-evolving field of influencer marketing, with a focus on micro-influencers on Instagram. As digital marketing evolves, it is critical to grasp developing methods such as influencer marketing and their impact on customer attitudes and behaviours. Businesses that want to effectively communicate with their target audiences must understand these implications. This study aims to provide strategic insights into using the potential of micro-influencers for brand promotion, hence improving overall understanding of influencer marketing in today's digital context.

This research explores solar energy uptake drivers and socio-economic impacts in low-income neighborhoods in Bengaluru, India. Employing Structural Equation Modeling (SEM) and Exploratory Factor Analysis (EFA), the results identify affordability, policy incentives, awareness, and infrastructure preparedness as the most important determinants. SEM analysis reveals that usage of solar (β = 0.33, p < 0.001) is the most predictive of socio-economic impact, followed by perceived savings (β = 0.30, p < 0.001), perception of environmental benefit (β = 0.28, p < 0.001), awareness (β = 0.27, p < 0.001), and government incentives (β = 0.25, p = 0.001). Enablers identified are affordability and incentives, and adoption motivation is mediated by awareness and trust. Placed in the Technology Acceptance Model and Diffusion of Innovation Theory, the research provides a comprehensive framework that balances institutional and user-level dynamics. Though cross-sectional constraints indicate the necessity for longitudinal work, the research provides policy-relevant insights calling for fiscal incentives, outreach targeting communities, and regulatory incentives to aggregate solar penetration across underserved urban communities

Businesses must balance profit and specific goals as technology changes society. This article explores how Environmental, Social, and Governance (ESG) principles provide an ethical foundation for responsible computing to guarantee sustainability, equity, and transparency. Beyond corporate platitudes, ESG assesses practical effects ranging from algorithmic prejudice to AI's carbon footprint and connects stakeholder expectations with long-term value. Companies prioritizing ethical governance outperform their peers in terms of trust and innovation, as demonstrated by case studies and stakeholder theory. In support of auditable standards, we examine international frameworks (such as the GRI and SASB) and criticize issues like greenwashing and uneven measurements. Integrating ESG into algorithmic design—ensuring equity, responsibility, and environmental stewardship—becomes imperative as AI drives essential decisions. This study makes the case that ethical technology depends on the institutions that regulate it rather than just the instruments themselves. ESG provides a road map for a future in which innovation promotes sustainability and advancement. Businesses may promote an open, inclusive, and sustainable IT ecosystem by incorporating ESG into digital governance. This paper studies a change from compliance-driven to ethics- driven innovation and provides practical suggestions for integrating ESG into digital governance

This paper assesses decentralized consumer transactions using blockchain and smart contracts with consideration to marketing and financial aspects. Security is also increased by using blockchain since it is decentralized, hence minimizing fraud and increasing the level of trust between consumers and other companies. Smart contracts also apply to basic transactions, contract compliance, and a variety of reward systems. To evaluate the efficiencies of the four algorithms, PoW, PBFT, DPoS, and Ethereum Smart Contracts, each algorithm was tested using custom set of consumer transaction data. The results of simple experiments show that the fastPBFT reached the greatest transaction vali- dation speed, 92.4%, then DPoS 89.1%, PoW 72.8% and Ethereum contracts 85.6%. The analysis of efficiency showed that DPoS had the highest efficiency at 90.3% and PoW had the lowest at 48.7 percent. Compared to related work, our framework achieved up to 16% percent improvement in the accuracy of the transactional data and 12% reduction in the time taken to process information. This paper attests that the use of blockchain and smart contracts will revolutionize the efficiency of financial transparency, marketing intricacy, and consumer trust. These insights are useful for implementing blockchain in industries that include the consumer, particularly industries that require high security and performances.

This study focuses on the utilisation of AI, Big Data, and Business Analytics to improve the ways consumers interact with advertisers across multiple devices. Ever since the buying behavior of customers has gained a dynamic proportion, companies are applying smart techniques to execute customized services. Using four different approaches including Decision Tree, K-Nearest Neighbors, Support Vector Machine, and Random Forest, the study recommends preferences forecasts, audience segmentation, and targeting of a consumer database on synthetic data. From these experimental results, it was observed that Random Forest has the highest accuracy of 91.2% while scores for SVM, KNN and Decision Tree were 88.7%, 85.4% and 83.1% respectively. Thus, Random Forest had the highest accuracy (89.6%) and F1-score of 90.2% as compared to the other models. The results that emerged from this study prove that marketing with the use of AI and better analytical tools can pinpoint such subtle distinctions in customer behavior, which can lead to the appropriate and proper decisions with little to no assistance from humans. Further, the current study also looks into the related work to explicate recent breakthroughs in the subject area by asserting an emerging appreciation of the role of AI and analytics in creating customer-centric propositions. This study offers an applicable guidance for the businesses that net wants to improve and empower the client engagement while achieving the company’s strategic objectives and optimizing the workflows for future success and client retention..

Decentralized Finance (DeFi) has emerged as a transformative force reshaping traditional financial systems by leveraging blockchain technology, smart contracts, and decentralized applications. Unlike conventional financial institutions, DeFi platforms operate without intermediaries, offering transparency, global accessibility, and programmable financial services such as lending, borrowing, trading, and yield farming. This paper explores the foundational concepts of DeFi, its core technologies, and its disruptive potential within the existing financial ecosystem. The study also analyzes current trends, regulatory challenges, and future directions for DeFi, highlighting its role in promoting financial inclusion, reducing costs, and enabling peer-to-peer transactions on a global scale. While DeFi holds immense promise, it also presents risks, including security vulnerabilities, governance issues, and legal uncertainty. This research underscores the necessity for adaptive regulation and innovation to harness DeFi’s benefits while mitigating its drawbacks, ultimately offering a balanced perspective on its impact as a paradigm shift in global finance.

Green finance and ESG (Environmental, Social, and Governance) investing have gained significant traction in recent years as sustainability becomes a central focus for investors and policymakers. This paper explores the relationship between green finance mechanisms, ESG investment strategies, and their collective influence on corporate valuation. Using recent empirical evidence and case studies, the research investigates how ESG performance metrics correlate with firm value, market perception, and long-term financial performance. The analysis also examines the role of regulatory frameworks, investor behavior, and disclosure practices in shaping ESG outcomes. Findings indicate a positive association between strong ESG performance and enhanced corporate valuation, particularly in sectors with high environmental impact or regulatory scrutiny. This suggests that green finance not only supports sustainable development goals but also creates tangible financial benefits for firms. The study contributes to the evolving discourse on sustainable investing by providing a nuanced understanding of how ESG considerations are reshaping capital markets

Counterfeit and substandard medicines in the Eastern countries are high and have spurred many a public health concern in the past century. This paper focuses on analysing the trends of counterfeit drugs, their distribution, and understanding the success of regulations preventing fake drugs from circulating from the year 1900 to the present date. To address the research questions, this study uses descriptive analysis, inferential statistics, and SEM analysis on drug regulatory strictness, pharmaceutical transparency, and drug quality. The data taken from the regulatory reports and records of the pharmaceutical companies and the expert interviews was analyzed by using SPSS and SmartPLS. The findings show the global incidences of fake medicines having increased greatly within the period under review from 1900 to 2020, gaining a 500% success, and the most counterfeited medication being antibiotics at 38%, and painkiller at 25%. In 72% of the total cases, the firms found connected to fake drugs. The linear regression model reveals that the compliance degree of high standards of regulation indeed lowers the counterfeiting rate for drugs by as much as 40 percent. All the outcomes stress that more stringent measures regarding the problem must be implemented, together with increased cooperation on intergovernmental level and development of appropriate technologies for the detection of counterfeit drugs at the Internet level.

This study examines the impact of rapid population growth and urbanization on agricultural land use in India, focusing on data from 1981 to 2024. With India surpassing 1.4 billion people in 2023, the competition for land has intensified, leading to a significant loss of agricultural land. Urbanization, driven by migration and infrastructure needs, has contributed to the conversion of agricultural land into urban areas, particularly in rapidly growing cities like Hyderabad and Bundelkhand. Using advanced econometric models, namely the Autoregressive Distributed Lag (ARDL) and Structural Equation Modeling (SEM), the study finds that population growth and urbanization have significantly reduced agricultural land by approximately 0.45 hectares per unit of population growth and 0.51 hectares per unit of urbanization rate over the long term. Findings reveal that both factors contribute significantly to the reduction of agricultural land, with long-term pressures on food security and sustainability. The study emphasizes the importance of integrated urban planning, sustainable farming practices, and efficient land management strategies to address the challenges posed by these trends. Policy recommendations include fostering technological innovation in agriculture, implementing land value capture mechanisms, and promoting balanced rural-urban development to ensure agricultural resilience in the face of urban expansion. The results aim to guide policymakers in formulating strategies to balance urban growth with agricultural preservation for sustainable development

This study investigates the prevalence, dissemination, and impact of misinformation and deceptive AI-generated content among Gen Z across various online platforms and social media channels. Through a survey of 700 Gen Z respondents in Ahmedabad city, the research explores the frequency of encountering AI-generated content initially perceived as true but later identified as false, as well as the level of concern regarding its potential consequences. The study examines Gen Z’s perspectives on the responsibility of social media platforms in combating misinformation and empirically analyzes the extent to which AI-generated content shapes opinions and beliefs. Furthermore, it evaluates the impact of AI-driven misinformation on individual well-being and identifies effective strategies to curb its spread by analyzing existing interventions and their outcomes.

Statistical techniques, including regression and factor analysis, were employed to uncover key factors influencing perceptions and behaviors related to AI-generated content. Findings reveal significant insights into Gen Z's vulnerability to misinformation, their expectations from social media platforms, and the psychological impact of deceptive content. The study concludes with actionable recommendations to strengthen online information integrity, improve awareness, and foster collaboration between stakeholders to mitigate the adverse effects of misinformation in the digital age.

Accreditation, a powerful tool of quality assurance, is used to assess the national system of higher education. Accreditation is considered as a quality stamp, which ensures that an accredited institution/programme has undergone a rigorous process of external peer evaluation based on predefined standards/principles and complies with the minimum requirements. This paper focuses on the understanding the concept of accreditation in order to enhance quality and excellence in higher education institutions (HEIs) specially focusing on   available literature review and empirical researches. Prior studies conducted in different nations on quality parameters and outcomes of management education are assessed so as to highlight the key parameters that enhances the distinction of HEIs in India.

Environmental concerns are growing, and therein lies the gradual change in consumer behavior toward sustainable consumption patterns worldwide. Therefore, the present study examines the green purchase intention of Generation Z consumers, specifically urban India- citizens who are quite aware of their attitudes, subjective norms, and trust factors. This research used a mixed-method approach, engaging surveys (n=382) and focused interviews (n=15), to identify major determinants affecting environmentally responsible purchase decisions among urban Indian youth aged between 18 and 25 years. The findings indicated that the intention to purchase green products was predicted by environmental knowledge, perceived consumer effectiveness, and social influence significantly, while price sensitivity and greenwashing concern served as moderating variables. The present study employs a novel feature selection mechanism for dimensionality reduction of datasets, hence, area identification for critical aspects will likely be made more precise. Findings point toward major research gaps and provide direct practical implications for marketers, policymakers, and businesses targeting environmentally conscious Gen Z consumers in fast-growing urban agglomerations of India. This research provides sustainable consumption literature with a comprehensive framework that fits the unique context of emerging economies, where environmental awareness intersects with urbanization and rapid digitalization.

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The impact of gold and silver mutual funds on diversification and risk-adjusted returns is examined in this study. On the basis of data from 10 mutual funds, which have been divided into equity (small-cap, mid-cap, large-cap), debt (short-term, medium-term, long-term), and alternative (gold and silver) funds, the research utilizes Mean-Variance Optimization (MVO), Principal Component Analysis (PCA), Rolling Beta Analysis, and Correlation Matrix Analysis to measure their diversification power.

The results demonstrate that gold mutual funds increase portfolio stability, especially during times of market stress, and silver mutual funds have a greater equity correlation but still achieve diversification. MVO results suggest that a best-fit portfolio composition prefers a mix of gold and equity funds, with least dependence on debt funds and maximum dependence on gold. PCA analysis verifies that alternative investments are segregated into discrete risk clusters, affirming their effectiveness in reducing risk. Rolling Beta Analysis also illustrates the time-varying sensitivity of gold and silver mutual funds to market movements.

By including alternative mutual funds, investors can gain increased diversification advantage and enhanced risk-adjusted performance. This paper contributes empirical evidence towards asset allocation rules, stressing the significance of alternative investments within mutual fund portfolios

Behavioural finance explores the intersection of psychology and economics to understand why investors often make irrational financial decisions. In the Indian context, cultural and socio-economic factors further shape investor’s buying behaviour, influencing their decision-making processes. This study aims to identify key behavioural biases among Indian investors, analyse real-life cases where these biases have led to suboptimal financial outcomes, and provide recommendations to enhance decision-making.

Using a survey of 500 Indian investors across diverse demographics, this research examines prevalent biases such as overconfidence, herd behaviour, loss aversion, and anchoring. Findings reveal that a significant proportion of investors exhibit these biases, leading to decisions influenced by emotions rather than rational analysis. Case studies, including the Paytm IPO, demonetization, and the Harshad Mehta scam, illustrate how these biases manifest in real-life financial scenarios.

The study highlights the need for financial literacy initiatives and behavioural tools to help investors recognize and mitigate cognitive biases. By addressing these psychological tendencies, Indian investors can make more informed and rational financial choices. Future research could explore longitudinal trends in investor behaviour to assess the evolving impact of behavioural biases over time 

In today’s hyper-connected digital landscape, the convergence of personalized marketing and employee advocacy is reshaping how organizations build brand trust and consumer engagement. This paper explores the strategic role of Human Resource Management (HRM) in positioning employees as influential brand ambassadors, thereby transforming internal human capital into a powerful external marketing asset. The study highlights the shift from traditional corporate communication to authentic, employee-driven narratives that enhance brand credibility and reach. It delves into the mechanisms through which HR departments can foster a culture of advocacy—such as targeted training, recognition programs, and values-driven organizational culture—while aligning these initiatives with marketing objectives.

Through an extensive analysis of contemporary literature, this paper examines the theoretical underpinnings and practical applications of employee advocacy in the context of personalized marketing. It also investigates how digital platforms, social media, and data analytics empower employees to create personalized content that resonates with diverse audiences. Special attention is given to the role of trust, authenticity, and employee engagement in amplifying brand messages organically.

The study further assesses the challenges associated with integrating HR and marketing functions, including concerns around message control, compliance, and consistency. Case studies and empirical findings from multiple industries are presented to illustrate best practices and measurable outcomes. Ultimately, this paper argues that HR departments, when strategically leveraged, can act as critical enablers of brand differentiation and customer intimacy in an increasingly personalized and experience-driven market. The synthesis of marketing personalization with employee advocacy offers a sustainable, cost-effective branding model that not only humanizes the brand but also deepens employee commitment and organizational cohesion.

Artificial Intelligence (AI) is changing the way that businesses make decisions and has a big impact on leadership dynamics. This research investigates how artificial intelligence (AI) affects leadership, with a particular emphasis on how AI-driven technologies improve organizational performance through increased productivity, enhanced decision-making, and creativity. AI frees up leaders' time to concentrate on strategic initiatives and original problem-solving by automating repetitive chores. Additionally, executives can make better choices more quickly because to AI's data-driven insights, which provide a deeper understanding of client preferences, staff performance, and market trends. AI integration in leadership also makes it easier to communicate, collaborate, and manage resources, which boosts the growth and competitiveness of organizations. But there are drawbacks to the development of AI as well, such moral dilemmas, the requirement for leadership teams to be upskilled, and the necessity to strike a balance between machine intelligence and human intuition. In addition to providing a thorough review of AI's position in contemporary leadership, this research looks at these prospects and problems. The results indicate that artificial intelligence (AI) may be used as a catalyst to change leadership styles and promote a creative, data-driven, and flexible corporate culture, in addition to being a tool for improving operations. Leaders may use AI to generate long-term competitive advantages and more accurately and strategically negotiate the intricacies of today's corporate environment

Corporate bond markets play a crucial role in economic development, financial stability, and economic recovery of nations, especially in the wake of economic crisis. Global organizations, notably the G20, emphasized the key role that corporate bond markets perform in providing long-term funds to corporates. Considering the importance of corporate bond markets, researchers’ communities worldwide in the past few decades have made attempts to examine various aspects of corporate bonds in different economic settings. This research article portrays bibliometric analysis of 925 scientific papers published on various facets of corporate bonds and markets available in Scopus database over a period from 1957 to 2023. The analysis of the intellectual structure of selected articles is done by using Biblioshiny application available in Bibliometrix R Package, and VOSviewer. The study is expected to provide a platform to academicians, researchers, governments, policymakers, corporates, and investors to develop insight and move forward with additional exploration on the subject

Mental health practitioners in India frequently encounter burnout, compassion fatigue, and emotional distress, adversely affecting their well-being and the quality of care they provide (Singh & Jha, 2020; Gupta et al., 2021). This study explores how professional autonomy and organizational culture contribute to practitioners' emotional well-being. Organizational culture, encompassing support systems, supervision, and opportunities for professional development, has been shown to mitigate these challenges (Leiter et al., 2017). Adopting a transdisciplinary framework integrating psychology, organizational behavior, and health management, this research examines these complex relationships.

The study surveys 200 mental health professionals across diverse clinical settings, utilizing regression analyses and correlation tests to assess the effects of decision-making autonomy and organizational support on outcomes such as burnout and compassion fatigue (Edmondson, 2018). It hypothesizes that increased autonomy and a supportive culture correlate with reduced burnout and improved emotional well-being, aligning with existing literature (Maslach et al., 2016).

Findings will highlight the significance of fostering autonomy and support within organizations to enhance practitioners' well-being, reduce burnout, and elevate care quality (Leiter et al., 2017). Recommendations include future research on the long-term implications for workforce retention, patient outcomes, and the integration of professional development programs to sustain practitioner well-being (Schaufeli, 2017).

This research paper presents a comprehensive cost-benefit analysis of Mediclaim health insurance policies in Maharashtra, with a focus on Mumbai. Using secondary data from authentic sources, including the Insurance Regulatory and Development Authority of India (IRDAI), National Family Health Survey, and peer-reviewed research studies, this paper evaluates the financial implications and benefits of different types of Mediclaim policies for Maharashtra residents. The study analyses premium structures, claim settlement ratios, coverage benefits, and policyholder satisfaction across different demographic segments. The findings reveal significant variations in the financial impact based on policy type and demographic factors, with family floater policies offering favourable cost-benefit ratios for middle-income households. The study identifies key challenges in the claim settlement process and highlights the need for greater transparency in policy terms. This research contributes valuable insights for policy formulation, consumer decision-making, and insurance product development in Maharashtra's healthcare financing landscape..

In this research, the application of neuromarketing to consumer financial decision making with the use of data driven algorithm is explored. The study will integrate EEG signals, machine learning techniques and behavioral analytics to predict consumer choices and emotional response in the context of financial decisions. “Four classifier algorithms, utilizing Neural Networks (NN), Support Vector Machines (SVM), Decision Trees (DT), Random Forests (RF), were employed to analyse and classify the consumer data”. The neural network model had an accuracy of 92% for detecting emotional responses to financial decisions which was better than other algorithms. Decision trees and random forests gave us interpretable insights with 85% and 87% accuracies, and followed closely behind with 89% accuracy by support vector machines. These results show that despite possessing more predictive power, deep learning models cannot outperform simpler models such as decision trees for practical applications due to lack of interpretability. In addition, the ethical problem of the consumer’s privacy was broached and it is pointed out that the use of neuromarketing should be done in a responsible manner. The findings from this study show that using neuromarketing techniques in financial decision making are effective and give businesses a good deal of insight to improve customer engagement and optimize marketing.

Purpose This study aims to investigate the impact of psychological capital on employee burnout and overall well-being, highlighting its significance in effective conflict management within organizational settings.

Study design/methodology/approachA quantitative research design was employed, utilizing a cross-sectional survey method to collect data from a diverse sample of employees across various industries. Psychological capital was measured through validated scales assessing self-efficacy, optimism, resilience, and hope. Employee burnout levels and well-being indicators were also evaluated using established instruments. Statistical analyses, including regression and correlation techniques, were conducted to examine the relationships among these variables.

FindingsThe results indicate a significant negative correlation between psychological capital and employee burnout, suggesting that higher levels of psychological capital are associated with lower burnout rates. Conversely, psychological capital positively correlates with employee well-being, indicating that individuals with robust psychological resources experience enhanced well-being. These findings underscore the importance of fostering psychological capital as a strategic approach to mitigate burnout and promote well-being in the workplace.

Originality/valueThis research contributes to the existing literature by elucidating the role of psychological capital in conflict management and its effects on employee burnout and well-being. The study underscores the necessity for organizations to invest in developing psychological capital among employees as a means to enhance their resilience and overall workplace satisfaction, ultimately leading to improved organizational performance.

Organizations, especially service organizations, are increasingly concerned with the negative practices and behaviours of their leaders and top management. The police force is a leading example of a service-oriented organization where leadership is critical in both internal dynamics and public perception. While the negative or destructive dimensions of leadership and their effects are starting to engage researchers' interest, positive leadership is still the prevalent interest in leadership research. As a hierarchical institution, the police rely heavily on top-down communication, where directives from leadership influence every level of the organization. Despotic leadership refers to negative leadership behaviours and the practice of controlling and dominant behaviour that boosts self-interest, self-motivation, and exploitation of subordinates (De Hoogh &amp; Den Hartog, 2008). The present study revolves around despotic leadership in the police department and its role in influencing intimidating behaviours and ingratiatory behaviours among police officers.

The research was conducted on police officers working in various districts of Rajasthan. A total of 235 cops (assistant sub-inspectors and above), aged between 28 and 56 years, with a minimum of three years of experience, participated in the study. Correlational and predictive analyses showed that despotic leadership is highly significantly and positively correlated with intimidating and ingratiatory behaviours in police officers. Moreover, despotic leadership was found to significantly contribute to the development of these behaviours among the officers. The study findings underscore that despotic leadership can significantly impact the behaviours of police officers toward the public who they are supposed to serve and their leaders, which contributes to their bad public image. Cultivating positive leadership toward subordinates in police organizations could be an advantage in enhancing the public image of the police. Addressing despotic leadership behaviours may improve both internal dynamics and public perception of the police force.

Frequent training programs focusing on leadership should be implemented during induction and at regular intervals to better prepare officers for the demands of their roles. These programs could emphasize the importance of positive leadership and its impact on both organizational outcomes and public trust

The purpose of the article is to examine the geopolitical implications of the Belt and Road Initiative (BRI) adopting a case study approach. BRI is an ambitious global infrastructure project that aims to connect Asian countries and China with countries in Europe and Africa. The project was adopted by China in 2013 and has since become the centre of attention for scholars and policymakers. China's rise as an economic powerhouse and the BRI challenge the current geopolitical order of the world dominated by the USA. Hence, understanding the geopolitical implications of the project would provide a better idea of the current world order. This article has aimed to achieve that by adopting a qualitative approach that utilizing information published in scholarly journals and top institutions. The analysis of case studies and examination of the geopolitical implications found that BRI did not have a uniform impact on all nations. Some nations witnessed rapid development in infrastructure with BRI while others accumulated large amount of debts, leading to an economic crisis..

Supply chain modernization through automation in manufacturing and warehousing operations remains essential for securing the United States’ national interests and economic prosperity and global stabilityImplementing autonomous mobile robots (AMRs) equipped with AI forecasting, IoT sensors, and computerised retrieval and storage systems (AS/RS) improves the effectiveness of processes by 30-50%, reduces labour costs by 20-30%, and increases space utilisation by 40% in storage facilities. AI-based demand forecasting systems achieve 95% inventory correctness and RPA technologies operate at processing speed increases up to 60%. The innovative system implementations enable manufacturers to perform production just in time and maintain real-time monitoring and fast disaster response which strengthens both economic stability and grounds national security. The combination of domestic automation helps the nation decrease dependence on foreign supply chains and generates high-tech positions which contribute to future industrial strength. Smart sensors used with digital twins allow organizations to prevent maintenance issues prior to breakdowns thus minimizing downtime by 50%. U.S. economic growth alongside secure critical logistics depends on scalable automation investment and intelligent infrastructure development which will make the supply chain stronger as a strategic asset

This literature review explores the intricate interplay of social dynamics and emotional triggers influencing consumer behaviours in the adoption and usage of Buy Now Pay Later (BNPL) services. Drawing from extensive research in behavioural economics, consumer psychology, and sociology, the paper synthesizes key insights into the cognitive biases, emotional drivers, and social influences that shape BNPL adoption. By analysing the implications of social norms, peer influence, cultural factors, and aspirational consumption patterns, this review provides a comprehensive understanding of the complex dynamics at play. Moreover, it examines emotional triggers such as instant gratification, fear of missing out (FOMO), and status enhancement, elucidating their roles in motivating consumers towards BNPL adoption. Through the synthesis of existing literature, this review offers valuable insights for policymakers, financial institutions, and consumers seeking to navigate the evolving landscape of BNPL adoption effectively.

The way that AI powers consumer analytics is transforming marketing and financial decisions for businesses, allowing them to provide personalization to their customers, predict behaviors, and allocate resources more efficiently. The objective of this study is to examine the application of artificial intelligence on consumer analytics and the markets in which artificial intelligence has caused impact especially in the fields of marketing and finance. The study also performs a survey of 350 such professionals across industries in order to understand how AI driven tools are helping in better customer segmentation, improving predictive modeling and serving personalised recommendations. AI analytics helps to achieve better marketing campaigns, higher levels of customer retention and better financial decision making, in particular, they are helpful where credit risk assessment and investment strategies are concerned. Despite that, there remain challenges around data privacy, algorithmic bias, and a lack of transparency in AI models. The study also suggests that XAI frameworks should be incorporated to minimize ethical issues, and both XAI and ethical issues would ensure seamless system integration for all AI consumer analytics potentials to be maximized. Further research is needed to determine the long term impacts of AI adoption on consumer trust, regulatory compliance as well as cross cultural differences in the usage of AI...

The Indian market is dominated by customers born between 1997 and 2012. This generation's eco-consciousness influences their purchases. This study examines Generation Z customers' green purchase intentions in India using the Theory of Planned Behavior (TPB) framework and trust. Metropolitan India has 437 Gen Z residents in this mixed-methods study. Faith in green claims substantially impact green purchase intentions (\u03b2=0.38, \u03b2=0.29, \u03b2=0.24, \u03b2=0.31). The bigger TPB model accounts for 68% of green purchasing intentions, according to structural equation modeling. Peer pressure and genuine environmental concerns reveal that Indian Gen Z shoppers are environmentally concerned and make eco-friendly purchases. Their purchases demonstrate price sensitivity. This study may help marketers, policymakers, and environmentalists engage this crucial client population.

Current trends in digital marketing truly make it hyper personalized with technologies like FinTech and predictive analytics that allow businesses to shape every experience, interact with the customer and aim to enrich the human experience. Hyper personalization is different, serving real time, AI driven, personal experience based on individual’s behavior, as well as their personal and financial preferences. Relying on open banking, FinTech (Enabled by open banking, transaction analytics, and AI …) has an opportunity to transform the way that individuals approach marketing and develop highly targeted strategies based on a customer’s digital activity. In addition, it provides insight into predictive analysis for customer segmentation, predicting individual purchasing behavior, and deriving dynamic pricing to respectively increase conversion rate and customer loyalty. However, due to hyper-personalization’s efficacy and potential for value creation, there are ethical and regulatory concerns such as data privacy risks and algorithmic bias. Personalizing is a balancing act between consumer trust that needs to be struck by companies. This study presents case studies on how FinTech firms solve the age old problem of personalization using blockchain based personlization and emerging trend of generative AI. The findings indicate that those business who adopt the responsible AI governance model for hyper-personalization will experience a competitive advantage in the digital economy. In conclusion, this therefore emphasizes on the positive contribution of FinTech innovation and predictive analytics to the another future of the customer-centric marketing.

The research looks at how managing brands affects employee engagement and the image of an organization. Although advertising and publicity are the main topics of reputation leadership research, it is generally recognized that internal and external participants often contribute to developing a company's reputation and sound regulation. The goal of the project is to create a combined system that connects business reputation, advertising, and strategic personnel management. To comprehend workers as the ideal product ambassadors or supporters, the researchers compare the difficulties and outcomes associated with social media use. Employer marketing, which focuses on stakeholders within it, especially workers, is a modern trend that uses branding concepts for strategic advantage. The goal of the research is to give an increased strategic focus to brand management by comparing and contrasting issues and implications via planned conversations with management from different organizations in different industries

In an increasingly competitive marketplace, product quality has become a vital differentiator for organizations striving to meet evolving customer expectations. This paper examines the impact of three prominent quality management methodologies—Six Sigma, Total Quality Management (TQM), and Lean Manufacturing—on product quality, utilizing a Structural Equation Modelling (SEM) approach. Drawing on a sample of 257 professionals with experience in quality management, the study investigates how these methodologies contribute to enhancing product quality, particularly in the context of modern industries such as digital content marketing. The research highlights the distinct and combined effects of Six Sigma, TQM, and Lean Manufacturing on key product quality dimensions, including performance, reliability, and customer satisfaction. Six Sigma’s data-driven approach, TQM’s emphasis on continuous improvement and organizational culture, and Lean Manufacturing’s focus on waste reduction and process efficiency all demonstrate significant positive impacts on product quality. The study’s findings suggest that integrating these methodologies can amplify quality management outcomes, offering organizations a comprehensive strategy for operational excellence. The use of SEM provided robust insights into the interrelationships between these quality management techniques, underscoring their importance for sustaining competitive advantage in diverse sectors.

The pharmaceutical sector operates within a dynamic and highly regulated environment where innovation, ethical responsibility, and rapid adaptation are critical to success. This paper explores the pivotal role of transformational leadership in shaping business development strategies and driving sustainable organizational growth within the pharmaceutical industry. Transformational leadership—characterized by inspiration, intellectual stimulation, individualized consideration, and idealized influence—has emerged as a key factor in navigating complex challenges such as regulatory pressures, technological disruptions, competitive markets, and the demand for continuous innovation.

Through a comprehensive analysis of existing literature, this study synthesizes insights from empirical research, case studies, and leadership frameworks to demonstrate how transformational leaders foster a culture of collaboration, employee empowerment, and strategic vision. The paper also examines the relationship between leadership behavior and performance outcomes, highlighting the impact on research and development (R&D), product lifecycle management, market expansion, and stakeholder engagement.

Particular attention is given to how transformational leadership influences knowledge sharing, cross-functional team efficiency, and innovation pipelines—crucial components in the success of pharmaceutical ventures. Additionally, the review addresses the importance of leadership in promoting ethical practices, patient-centric approaches, and organizational resilience during health crises, such as the COVID-19 pandemic.

By identifying key competencies and leadership strategies that align with pharmaceutical industry demands, this paper provides valuable recommendations for current and aspiring leaders. The findings underscore that transformational leadership is not only a catalyst for internal growth but also a driver of broader sectoral advancement, contributing to improved healthcare outcomes and global well-being.

In today's dynamic and competitive business environment, leadership plays a pivotal role in steering organizations toward sustained growth and effectiveness. This paper explores the evolving landscape of leadership strategies and their impact on business development and organizational performance. By synthesizing existing literature, the study identifies key leadership approaches—including transformational, transactional, servant, and strategic leadership—and examines their relevance in fostering innovation, employee engagement, and agile decision-making processes.

The study highlights the critical intersection between visionary leadership and business development, emphasizing how adaptive leaders drive market expansion, operational efficiency, and stakeholder value creation. Additionally, it explores the role of leadership in building organizational culture, aligning strategic goals, and cultivating high-performance teams capable of navigating uncertainty and change. A particular focus is given to how modern leadership integrates digital transformation, emotional intelligence, and inclusive practices to enhance organizational resilience and agility.

The paper also examines case studies and best practices from diverse industries to illustrate successful leadership interventions and their measurable impact on organizational effectiveness. Furthermore, it identifies challenges faced by contemporary leaders, such as managing cross-functional teams, ensuring ethical governance, and balancing short-term objectives with long-term vision.

Overall, this paper offers a comprehensive understanding of how effective leadership strategies contribute to business development and organizational success. It provides a foundation for future research and practical insights for leaders, managers, and policymakers seeking to enhance performance in a rapidly changing global economy. The paper concludes with recommendations for cultivating leadership competencies aligned with sustainable growth and innovation.

The integration of Artificial Intelligence (AI) in sustainable finance represents a transformative shift in how financial markets identify, evaluate, and manage green investments. With growing concerns over climate change and environmental degradation, investors, financial institutions, and policymakers are increasingly focused on promoting sustainable finance practices that support environmentally conscious initiatives. This research paper explores the role of machine learning (ML) and other AI-driven techniques in identifying green investments, which contribute to the achievement of sustainability goals, particularly in the context of the global transition towards a low-carbon economy.

The paper examines various AI tools and algorithms that facilitate the screening and evaluation of environmental, social, and governance (ESG) factors in investment decision-making. Machine learning models, including supervised and unsupervised learning, are explored for their ability to process vast datasets, uncover patterns, and predict the future performance of green investments. Furthermore, the paper highlights the application of AI in assessing companies' environmental impact, optimizing asset allocation, and detecting potential greenwashing in investment products.

Additionally, the research investigates the challenges and ethical considerations surrounding the use of AI in sustainable finance, such as data quality, transparency, and the potential for bias in algorithmic decision-making. The paper also explores regulatory frameworks and policy measures that can support the effective integration of AI technologies in green finance.

Ultimately, this paper underscores the potential of AI to revolutionize sustainable investment practices by enhancing decision-making, improving risk management, and driving long-term value creation for both investors and society. The study contributes to the growing body of literature on AI in finance, providing insights into its role in advancing sustainable investment strategies and supporting the global transition to a sustainable economy.

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Purpose: Amidst the new realities of the modern world, promoting optimism and career adaptability has become crucial for organizations to maintain a happy and satisfied workforce, which in turn is necessary to gain knowledge and remain competitive. This study tries to explore the role of optimism and career adaptability in promoting well-being and provide practical insights for organizations seeking to create a positive work environment that fosters employee happiness and satisfaction.

Design/methodology/approach – This study used a sample of 418 employees working in various Indian manufacturing organizations. PROCESS macro was used to test the hypotheses and explore the complex relationships between these variables while accounting for the potential influence of other factors.

Findings – The results revealed that career adaptability dimensions significantly influence life satisfaction wherein concern has a negative association and curiosity, control along with confidence are positively associated with life satisfaction. Also, employee optimism partially mediates this relationship in Indian manufacturing organizations.

Practical implications – Organizational development practitioners and human resource professionals are encouraged to prioritize interventions and practices that foster positive outlook and adaptability skills among employees. Ultimately, this can contribute to a more engaged and productive workforce, and help organizations maintain their competitive edge as well as aid in development of comprehensive employee well-being strategy.

Originality/value – This study adds to the Life Design paradigm and underscores the need for organizations to promote career adaptability and optimism as key factors in employee well-being. By investing in training and development programs that help employees build adaptability skills and a positive outlook, organizations can foster a more engaged and satisfied workforce, and ultimately gain a competitive edge in the marketplace.

The market forecast for Augmented Reality technology is encouraging. The fashion industry has been one of the early adopters. Several AR-enabled devices have been developed and are being implemented in retail fashion stores. Devices are also available for customers to shop fashion online. Examples of AR devices include Smart Glasses, Smart Fitting Rooms, and Interactive Mirrors, collectively referred to as Augmented Reality Interactive Technology (ARIT). The forecast for ARIT in Fashion shopping is also upbeat. This paper reviews the academic literature on Augmented Reality in customer engagement, within the context of using this technology for fashion shopping. We also looked at marketplace insights. Sustainability and Customer Co-creation/Co-Production are two themes in which the fashion industry is heavily invested, to encourage responsible buying and consumption, and to drive business through one-to-one personalization. This paper applies the Service-Dominant Logic aligned Customer Engagement Framework to empirically study these trends. A novel construct has been proposed to study the antecedents and consequences of customer co-creation. The moderating effect of ARIT perceived interactivity and perceived augmentation has also been studied. 316 users of ARIT across the USA and India participated in the online survey over the Prolific platform. SPSS and AMOS were used for data analysis with CFA (Confirmatory Factor Analysis) and SEM (Structural Equation Model). Close to 1000 papers from Web of Science and Scopus were downloaded from 2019 to 2014. Bibliometric analysis confirmed the themes of sustainability and customer co-creation as key areas for further research. Interactivity and Augmentation features of AR were identified for studying their impact on sustainability and customer co-creation. Key findings of this paper include the quantitative study of Customer Knowledge Sharing (CKS) as an antecedent to Customer Co-creation (CCO) and the novel consequence of driving Sustainable Purchase (SP), within the context of fashion shopping. The moderating effect of ARIT devices in fashion shopping was also studied to understand whether ARIT is expected to strengthen these relationships or if this technology is creating disengagement. The paper provides insights to practitioners on areas of improvement in ARIT and the pitfalls to watch out for to avoid customer disengagement.

The paper provides a comprehensive overview of the study focused on consumers’ experiences, attitudes, and behavioral intentions towards online shopping in the clothing industry. It emphasizes the significant role of the Internet in transforming shopping habits, particularly highlighting the e-commerce rapidly growing, especially in India. In this study the main focus on that consumers are increasingly utilizing various online clothing platforms to fulfill their fashion needs reflecting a shift in preferences towards digital shopping and Technological advancement which enhances the online shopping experiences. Innovations like Augmented Reality (AR) and Artificial Intelligence (AI) are identified as crucial in providing personalized recommendations and immersive experiences that help to engage consumers more effectively. Furthermore, online shopping has evolved beyond convenience, it serves as a means for consumers to express their individuality and stay updated with changing fashion trends contributing to a deeper understanding of consumer behavior in a dynamic and rapidly evolving market.

This study examined the influence of local food experiences on visitor satisfaction in Varanasi. It explored key factors such as taste, authenticity, hygiene, and food presentation, assessing their impact on tourists’ overall perception of the destination. A structured questionnaire was used to collect data from 396 visitors, including both domestic and international tourists. Statistical analysis, including linear regression, was applied to determine the relationship between culinary experiences and satisfaction levels. The findings revealed a significant positive correlation, indicating that enhanced food experiences led to greater visitor satisfaction. The study rejected the null hypothesis, confirming the substantial role of local cuisine in shaping tourism experiences. Demographic analysis provided insights into visitor profiles, highlighting the diverse appeal of Varanasi’s culinary heritage. The study underscored the importance of improving food quality, hygiene, and authenticity to strengthen Varanasi’s position as a culinary tourism hub. Practical implications were discussed for local vendors, restaurants, and policymakers to enhance the gastronomic appeal of the city. The research emphasized the need for sustainable culinary tourism strategies to enrich visitor engagement and ensure long-term tourism growth in Varanasi.

The digital revolution has fundamentally transformed the landscape of global commerce, with e-commerce becoming a dominant force in the 21^st-century marketplace. In Ghana, the rapid expansion of e-commerce has been facilitated by technological advancements, increased smartphone penetration, and a growing comfort with digital transactions. However, this growth has outpaced the development of corresponding consumer protection laws, leading to significant challenges in safeguarding consumer rights in online transactions. This research paper explores the applicability and adequacy of Ghana's Sale of Goods Act to e-commerce transactions, highlighting the disconnect between traditional consumer protection mechanisms and the demands of the digital market. The analysis reveals that the Act fails to adequately address digital contracts, quality assurance for digital goods, and the nuances of online transaction disputes. By examining the current provisions of the Sale of Goods Act and their effectiveness in addressing the challenges of e-commerce, this study identifies critical gaps in legislation and offers recommendations for reform. The findings underscore the need for updated laws that comprehensively address consumer protection in the digital age, ensuring that consumers are adequately protected against emerging risks in online commerce. Through this analysis, the paper contributes to the discourse on consumer protection, providing a framework for legislative enhancements that align with global standards and address the specific needs of Ghanaian consumers.

The impact of augmented reality (AR) attributes on hedonic and utilitarian values remains a topic of considerable ambiguity. Understanding how AR features contribute to emotional enjoyment and practical functionality is essential for designing effective marketing strategies, with this aim the research investigates the role of augmented reality (AR) attributes in creating purchase intentions, with hedonic and utilitarian values as mediating variables. The research synthesizes 20 quantitative studies on augmentation reality using meta-analysis. the study findings highlight interactivity and vividness as the most significant AR features, they are influential in fostering users enhance consumer experiences and creates the purchase intenstion of the consumers. Overall study provides valuable insights into the role of AR attributes in influencing consumer behavior, offering a foundation for developing more effective marketing strategies.

Global agenda 2030 focuses on advancements in education sector for sustainable entrepreneurial economic growth of a nation. On this agenda, the Government of India provisions funds for promoting education sector by launching various schemes. However, there is a theoretical pinning i.e. the theory of maximum / aggregate social advantage that finally equates benefits with costs in the social context of developmental / welfare expenditure. As such provisioned funds cater to quality education for economically and educationally backward population of the country. Based on secondary data, the study analyses the financial feasibility and the effectiveness of government sponsored education sector schemes, aligned with Sustainable Development Goal 4 in hill States / Union Territories in North India. The analysis highlights the contribution of these schemes in quality education upto senior secondary level, the criterion being productive employability. The research explores avenues to bridge gap between ‘Education’ and ‘Employability’. The findings reveal that largely operational schemes is yet to become optimally effective. For transforming the education pattern and producing skilled workforce, the outcome of study proposes unattended dimensions of existing policy framework for researchers, policy makers and other stakeholders