The rapid integration of Artificial Intelligence (AI) into organizational ecosystems has transformed how managerial and technological decisions are made. Despite significant progress, many enterprises still struggle to achieve decision consistency and accuracy due to fragmented data environments and subjective human biases. This study addresses the problem of improving decision quality in management and information technology (IT) contexts through the development and evaluation of AI-based models. The key objectives are: (1) to design a data-driven framework that leverages AI techniques for optimizing managerial decision processes, and (2) to assess the impact of AI implementation on decision quality, speed, and reliability across business and IT domains. Primary data were collected through a structured survey involving 540 managerial and IT professionals from diverse sectors, ensuring comprehensive insights into AI adoption patterns and decision outcomes. Using statistical analysis, correlation modeling, and machine-learning-based predictive assessment, the study examined relationships among AI utilization, data literacy, and perceived decision quality. The results indicate that AI-enabled models significantly enhance analytical rigor, reduce uncertainty, and promote evidence-based strategic planning. Furthermore, organizations employing hybrid decision-support systems demonstrated superior performance outcomes compared to traditional models. The novelty of this research lies in integrating managerial intelligence with AI-driven analytics into a unified framework that operationalizes both cognitive and computational dimensions of decision-making, offering a practical pathway for data-empowered management and IT innovation.

This study examines tender bidding strategies and cost management practices in public civil maintenance projects within Ahmedabad, with a specific focus on frameworks governed by entities such as Hindustan Petroleum Corporation Limited (HPCL). Using a structured questionnaire survey of 100 respondents, comprising public contractors and project managers, the research investigates bidding behaviour, cost management techniques, and execution challenges. Quantitative data were analysed through SPSS, employing statistical tools including the Chi-square test to explore the relationship between contractor experience and bidding strategies. The findings reveal that although the Lowest Bid (L1) approach dominates due to its simplicity and competitiveness, experienced contractors increasingly favour Quality and Cost-Based Selection (QCBS) for ensuring long-term efficiency and project success. Cost overruns remain prevalent, often resulting from limited adoption of modern cost-tracking technologies and unforeseen on-site challenges. The study underscores the significance of strategic bid planning, early cost estimation, and the integration of digital tools such as ERP systems for effective cost control. By highlighting the influence of contractor experience, policy frameworks, and resource planning on tender outcomes, this research provides valuable insights for contractors, project managers, and policymakers. It contributes to enhancing sustainability, efficiency, and transparency in public civil maintenance projects in Ahmedabad.

Introduction - Social media sites that give companies direct access to billions of users, such as Facebook, Instagram have revolutionized advertising. These platforms, compared to traditional advertising, allow for precise targeting and personalization, enabling brands to tailor messages according to particular demographics, interests, and behaviors. Purpose -This study aims to fill this gap by examining how brand image and social media advertising affect consumers' choices to buy organic products. Identifying what makes people buy organic products is the goal of this study, which draws on marketing, social psychology, and consumer behavior theories. Methodology - There were 110 respondents in this study. Social media followers of organic food sales accounts who were selected through the purposive sampling quota technique made up the respondents. An online questionnaire was used to collect data. Research methodology takes on evaluating the literature to the development of theoretical models and conceptual frameworks to evaluate the effects of social media advertising and the image of brands on customer intentions of purchasing organic products. Contributions - Those in the organic product industry can use this as a guide for identifying what kinds of advertisements are most likely to attract consumer interest and result in purchases. Limitation-The study had a small sample size, and due to time limitation, it only covered Madhya Pradesh. Findings -This study's findings show that social media has a broad and positive impact on consumer attention, interest, and search elements.

The present study explores the role of Self-Help Groups (SHGs) in driving socio-economic development in the Bastar district of Chhattisgarh. By assessing the participation, income generation, and empowerment outcomes associated with SHG activities, the research highlights their contribution to regional advancement. Primary data from SHG members and local stakeholders provide insights into grassroots transformation. This study is carried on with two research objectives and two hypotheses. The population for this study constitutes the women who are members of SHGs located in 7 blocks of Bastar district. Total 393 respondents (calculated using Cochran’s formula) answered on 16 questions on 5-point likert scale questionnaire. The questions were related to impact of SHGs on financial benefits and self-fulfilment of members working in SHGs. The validity is done using factor analysis while reliability test was carried on calculating Cronbach’s formula. Later, hypothesis was tested using ANOVA. The findings suggest

Social influence has emerged as a pivotal force in shaping consumer behavior and marketing strategies, particularly in the digital age. This study explores the mechanisms through which social influence—encompassing peer recommendations, influencer marketing, online reviews, and herd behavior—affects purchasing decisions. Using a quantitative survey-based methodology, data was collected from 150 respondents across Karnal and Hisar, India, to analyze the impact of social influence on consumer choices. The findings reveal that peer recommendations significantly influence first-time purchases, especially in fashion (85%) and technology (78%), with a mean score of 4.2 on a 1-5 scale. Influencer marketing is highly effective among younger consumers aged 18-25 (90%), while online reviews are critical for 80% of respondents, with mean scores of 4.5 (frequency) and 4.3 (influence). Herd behavior is evident, with 68% of respondents purchasing trending products due to social validation. Correlation and regression analyses confirm strong relationships between social influence factors and purchasing behavior, with online reviews showing the highest impact (β = 0.52). Demographic differences, such as age and income, moderate the effects of social influence, highlighting the need for tailored marketing strategies. The study underscores the importance of leveraging social proof, influencer collaborations, and community-driven marketing to build trust and drive sales. However, ethical considerations, such as transparency and authenticity, are crucial to avoid manipulative tactics. These findings provide actionable insights for businesses to harness social influence effectively, ensuring alignment with consumer expectations and market trends.

ABSTRACT

Purpose: This study explores how the knowledge framework of sustainability in sports management might promote safer driving behaviours. How event planners can utilise this data to offer personalised incentives to drivers based on their actual driving behaviours, thus enhancing environmental safety and empowering the driving populace.

Research Methods: The authors conducted a comprehensive bibliometric analysis to assess the scholarly literature on this topic during the last 28 years. The review examined conference papers, journal articles, and relevant publications to map out the existing knowledge in the field.

Results & Findings: The investigation uncovered key research studies, notable authors, relevant publication venues, and countries engaged in collaborative research across several sectors. The findings offer a deep understanding of the intellectual and conceptual foundations that underpin this field, giving valuable insights into its evolution and current state. By critically analysing recent noteworthy works, doing thematic mapping, and cluster analysis, we discovered important research clusters, issues, emerging gaps, and areas for additional exploration.

Implications: In order to enhance the sustainability practices, sports organisations can improve their sustainability practices by implementing a variety of well-informed, research-driven initiatives by utilising the findings of a bibliometric study. The implementation of solutions that reproduce proven case studies, such as the incorporation of renewable energy sources in buildings, displays a dedication to the preservation of resources, as indicated by the literature on the topic.

Insurance is an important sector of an economy -- in particular, an emerging market economy (EME) like India.  Figuratively and literally, insurance insures a country against collapse. It also insures the people of the country against adversity. The converse is also true.  Insurance can catalyse the growth of an economy.  Insurance can promote the financial security of the people.  It is therefore not surprising that in the advanced economies we see today, the insurance sector is highly advanced, evolved and continues to evolve.  It continues to evolve since business, trade, industry and commerce are not static – they grow all the time and into newer and unexplored areas.  Almost all risks, present and foreseeable, can be insured in the advanced economies.  Being the proverbial facilitator, the government has a moral responsibility to ensure that the participants in its economy are provided all the help in insuring against all the risks they are likely to face.  Being the guardian of its people and the promoter of the welfare of its citizens, the government is bound to help its people ensure their financial security by in turn ensuring that they are in a position to access as many insurance solutions as possible, commensurate with their requirements.

In today’s world, there is a desire in women to present themselves beautifully as per the celebrities or the idols portrayed in the cosmetic advertisements. It is a current trend that young women play an important role as consumers of cosmetics in the market as they assert profound influence on the purchasing power of consumer products across growing number of product categories including cosmetics. Young women get attracted to the on screen beauty in the advertisements that results from the use of cosmetics and which is showcased by the media.  They try to implement all the beauty hacks shown on the screen in relation to the different beauty products. This research study is based on the advertisement of beauty products of Lakmé, Dove and Pond’s. An advertisement is one of the topical strategies of many brands for the promotion of their products. Advertisements play a major role in changing the behaviour and attitude of consumers towards the products as shown in the advertisements. The growth of cosmetics and beauty products’ markets has become significant as consumers are increasingly becoming aware of appearance and beauty. Understanding this sector should be of valuable use to the marketers in identifying marketing opportunities to ensure greater efficiency in the use of resources and other efforts. The research study deploys a telescopic approach to analyse the cosmetic advertisements. The media texts are studied, analysed, and interpreted by using the communication theories that are telescopically placed in the critical theory of interpretation and hermeneutics.

Emerging markets experience rising digital wallet adoption because digital transactions show quick expansion. The understanding of adoption factors becomes critical because underserved populations face specific challenges. This research examines the impact of trust combined with social security and perceived ease of use and perceived usefulness on behavioral intention toward digital wallet adoption. This research evaluates behavioral intention effects on adoption together with trust and social security variables and investigates the driving force of perceived ease of use and usefulness for adoption while examining behavioral intention's intermediating role in this process. A quantitative study utilizes structural equation modeling (SEM) to analyze data collected through surveys administered to Bangalore urban slum residents. The study investigates direct, indirect and mediating relationships of core variables in order to develop a robust digital wallet adoption framework. Results indicate that behavioral intention primarily guides digital wallet adoption through the determined influence of trust and social security frameworks. Perceived ease of use along with perceived usefulness show weaker relationships with adoption compared to trust and intention. Digital wallet adoption depends most strongly on trust combined with behavioral intention according to this research so it emphasizes the pressing need to enhance financial transaction safety measures by strengthening digital trust. The research creates important knowledge that can help stakeholders better understand how to boost digital wallet acceptance by at-risk demographic groups.

India being one of the world’s fastest growing economy. Large section of population living in rural areas, lacked access to formal banking service due to many factors such as illiteracy, geographically remoteness, socio-economically inequalities and many mores. Recognizing these challenges, The Pradhan Mantri Jan-Dhan Yojana (PMJDY) was launched in 2014, aims to enhance financial inclusion in India by providing easy access to banking services for the unbanked population in India. The scheme aimed to open at least one bank account per household, providing access to basic banking services- it offers zero-balance accounts, debit cards, insurance, pension and credit facilities. Targeting both rural and urban areas marginalized communities. As on August 2024, over 53 crore accounts have been opened, with significant participation from women and marginalized communities. The scheme has facilitated direct benefit transfers (DBT), ensuring that government assistance reaches intended beneficiaries efficiently. PMJDY plays a crucial role in integrating the economically disadvantaged into the formal financial system. The study based on secondary data provided by Indian Banks and presented in tables and charts

Television, as a product, is getting the status of essential commodity across the world inviting complexities and uncertainties for the marketers. The main objective of this research is to identify and analyze the factors that leads to brand preference of a Television and which among them influences purchase decision. Knowledge on customer preference is important in order to learn more about customer needs to reduce the gap between technology and needs.  The findings of the study are based on the primary survey of 200 users of different brands of Televisions, conducted in Bangalore city. It is found that top five most preferred brands of Televisions are LG, Sony, Vu TV, Samsung and Panasonic. This research also finds that consumer’s preference on buying Television is mostly affected by the factors, such as, ‘Market offerings’, ‘Product dimensions’, ‘Brand value’, and ‘Adaptability’ which means a favorable change in these factors may lead to brand preference of the customers for Televisions. From the result obtained, it is recommended that Television brands should focus in designing a better market offering and focus on product dimensions to attract brand preference and create loyal customers.

The rise of financial mobile apps revolutionized customer engagement models leading to influencer marketing becoming an essential factor for both new user acquisition and customer retention. This research investigates how Influencer Marketing ties into Trust in Financial Mobile Apps and how it affects Customer Retention Rate and Financial Mobile App Adoption behavior. This study aims to examine influencer marketing's trust-building effects and its influence on customer retention alongside adoption behavior together with the influence of Profession on these relationships. Topic analysis utilized quantitative methodology that identified patterns through structural equation modeling to examine data drawn from diverse financial application users. The research study examined influencer marketing strategies alongside trust measures and customer actions as its main components. A moderation analysis evaluated how Profession affects the relationships identified between variables. Research outputs indicate that influencer marketing effectively establishes customer trust which functions as a key factor for sustaining users and driving monetary adoption of financial mobile apps. The direct impact of influencer marketing operates on both customer retention efforts and adoption behaviors thereby establishing it as a vital force for achieving desired results. The model explains a significant amount of variation highlighted by its high explanatory power in revealing strong causal relationships. The researchindicates that different occupational sectors demonstrate no significant difference when influenced by influencer marketing. The research highlights trust formation through influencer marketing as an essential tool for marketers to secure better retention and adoption results providing practical insights for financial technology marketing efforts.

E-vehicle market expansion results from identical forces which include environmental concerns together with government incentives and advancing technology. E-vehicle consumer adoption rates stay low because of three main obstacles including expensive prices and restricted charging facilities and battery running out easily. Personalized digital marketing through preference-based content delivery presents itself as a substantial answer for affecting user awareness and purchase choices under these conditions. A new piece of research investigates the influence of personalized digital advertising campaigns on EV consumer conduct for both informing and answering questions and prompting buying behavior. The challenge exists because we lack comprehensive research on how personalized marketing can resolve particular barriers that prevent EV adoption from progressing. Research into how digital marketing affects consumer choices in the E-vehicle marketplace remains underdeveloped in academic circles. This research investigates the way personalized digital marketing shapes E-vehicle consumer perceptions and purchase intentions by studying its effects. A structured questionnaire form was administered to 148 respondents while utilizing quantitative research methods. The analysis relies on the Structural Equation Modeling (SEM) approach implemented in JASP software to evaluate connections between personalized digital marketing, consumer awareness behavior and purchase decisions. Research results show a direct positive connection exists between custom marketing approaches and consumer choices because specific marketing efforts help people overcome their hesitation about adopting environmentally friendly vehi The research results will guide E-vehicle marketers to produce customized digital marketing plans which confront individual roadway vehicle user needs and interests to boost the uptake of eco-friendly transportation solutions.

Startup are the significant component of the competitive business environment, and also it is the revolutionary move from government of India which helps in fostering innovation, creating the job opportunities and driving economic growth and development. However, securing finance remains one of the vibrant challenges for startups, especially in developing counties like India. This paper explores the various challenges faced by the startup companies in accessing and managing the funds, analyses the key issues in startup financing and also outlines the sustainable growth through strategic solution. By analysing the contemporary case studies, strategic conceptual model for achieving sustainable growth, the paper focuses on the insight of investors, entrepreneurs, and policy makers

This study explores the role of digital payment systems in transforming stock market participation, focusing on three key objectives: evaluating their impact on enhancing stock market participation, examining their effect on cost efficiency, and assessing their influence on user satisfaction levels. A primary data and quantitative research methodology was employed, with data collected through structured surveys and analyzed using statistical techniques. The findings reveal that digital payment systems, such as UPI and mobile wallets, significantly enhance stock market participation by improving accessibility and convenience. They also contribute to cost efficiency by reducing transaction fees and processing times. Furthermore, these systems positively influence user satisfaction through their ease of use and reliability. However, challenges such as cybersecurity concerns and digital literacy gaps remain. The study provides actionable understandings for stakeholders to optimize digital payment systems, development greater financial inclusivity and efficiency in stock market activities

The transition from a cash-dependent economy to a digitally empowered payment ecosystem is a critical aspect of India’s financial inclusion journey. This research explores the influence of ATM and card payment infrastructure on reducing cash dependency in India. It evaluates how the expansion of digital payment tools fosters a shift towards digital transactions. The study investigates the density of ATMs and card payment terminals as determinants of digital payment adoption, aiming to assess their collective impact on cash reliance. Quantitative methods including path coefficient analysis and bootstrapping techniques were used to verify the robustness of the model. This study reveals that the ATM infrastructure provides a useful service for reducing cash dependency, while the Cash Transaction Framework optimistically steers the virtual payment organization. However, the mediation evaluation shows that the digital payment system does not significantly interfere with the relationship between infrastructure and cash dependency. The results underline the importance of strong foundations to accelerate the adoption of digital payments. In addition, the study recommends that action and technological elements affecting virtual remittance acceptance be intensified to increase financial involvement and move towards a less cash-dependent economy.

The study examines the obstacles faced by women entrepreneurs in hotel management in Karnataka. It highlights barriers such as financial constraints, gender bias, regulatory issues and work-life balance that hinder their success. Additionally, it assesses operational challenges including workforce management and competition. The research seeks to provide insights for policymakers and stakeholders to create a conducive environment for women in hospitality. A well-structured set of inquiries was adopted for data gathering. Data was obtained through a combination of offline interactions and online resources. Online data was collected via Google Forms. The selection of respondents occurred through random sampling alongside convenience sampling approaches. A total of 225 responses were analysed. The research reveals that women entrepreneurs in hospitality confront financial restrictions, gender discrimination, regulatory barriers and work-life balance challenges. Moreover, operational difficulties such as staff management, customer demands and competitive pressures obstruct their growth. Supportive policies, funding availability and mentorship are critical for overcoming these challenges. This research offers a unique perspective on the specific hurdles faced by female entrepreneurs in the hospitality sector, stressing both initiation and operational challenges. By addressing gender-related obstacles and proposing targeted solutions, it provides valuable insights for policymakers, industry leaders and aspiring women entrepreneurs striving for success in hospitality.

Purpose:

The exploration of content marketing practices in the state of Karnataka, with a specific focus on Apple products, necessitates a comprehensive analysis of the deployment of content marketing methodologies and strategies by Apple, a distinguished multinational technology enterprise. This inquiry seeks to elucidate the mechanisms by which Apple adeptly communicates with and captivates its consumer base within the Karnataka region. This scholarly investigation aspires to scrutinize the diverse forms of content produced by Apple, the channels employed for content dissemination, the localization tactics adopted and the effectiveness of its content marketing initiatives within this particular marketplace. Additionally, an assessment of consumer preferences and behaviors concerning Apple products in the state of Karnataka may be undertaken to facilitate the tailored customization of marketing materials.

Design / Methodology:

The aim of this scholarly investigation was to analyze the content marketing strategies employed by the distinguished mobile technology enterprise, Apple Inc. The study comprised a sample of 204 participants, of whom 96 were classified as male and 108 as female.

Findings:

Marketing constitutes a dynamic process that orchestrates the expansion of an organization. Inbound marketing is considered the most effective contemporary marketing methodology. The initial element of this approach is content marketing. In the current investigation, the researcher endeavored to fulfill the objectives through the application of statistical methodologies, namely the Chi-square test and factor analysis, revealing that the outcomes of both assessments are significantly positive.

Limitations:

The degree to which the results can be extrapolated to the wider Karnataka market may be contingent upon the constraints imposed by the sample size, which is dictated by the availability of participants or data within the research parameters. The progression of content marketing methodologies has the potential to transpire rapidly, rendering the outcomes of the study potentially obsolete if not executed within a timely framework.

Originality Value:

Undertaking an investigation into content marketing methodologies within the region of Karnataka facilitates a thorough analysis of the competitive landscape and consumer behaviours that are distinctive to this locale, which may differ from broader global or national trends. The findings derived from this investigation are likely to yield pragmatic insights for organizations aiming to refine their content marketing strategies tailored to particular geographical markets, thereby underscoring the practical relevance of the research.

Paper Type: Research Paper

This research paper presents a meta-analysis conducted to examine the relationship between board size and Return on Assets (ROA) as a measure of firm performance. A total of 124 research papers were selected for the meta-analysis, and the “Metafor” package in R-programming was used for data analysis. The findings revealed that board size is a common factor in most studies and has a significant impact on firm performance. Among the selected papers, eight studies were found to have a correlation value between ROA and board size. The meta-analysis results indicated that there is no statistically significant difference between board size and ROA at a 95% confidence level. Heterogeneity was observed among the studies, suggesting variations in the effect size. Overall, this study contributes to the understanding of the relationship between board size and firm performance.

Modern and smaller libraries started providing access to electronic resources because of rapid growth of technology, users' request and also because of numerous advantages of electronic resources. Though libraries started providing access to e-resources, it is need to check the awareness and utilisation of these e-resources frequently. This study is investigated to check the awareness and use pattern of the students of Karmaveer Bhaurao Patil College of Engineering, Satara. The study also focused the frequency and purpose of using e-resources and problems faced by the students while accessing electronic resources and the measures taken by the librarian to overcome the challenges. The collection of data was done through Google Forms from the students. Also, the researcher has gone through various literature related to the study. This study received one hundred forty-nine responses out of two hundred students; the response rate was 74.5%. The analysis of the data is done through Microsoft Excel, and the end results are presented using pie charts. The study observed that most of the students uses e-resources for the preparation of assignments and projects and found trained library staff is the major problem in accessing the e-resources. The researcher suggested to take more initiatives to use e-resources for research and also recruit trained library staff to guide the students.

The rapid advancement of Artificial Intelligence (AI) is revolutionizing human resource (HR) management, particularly in enhancing employee engagement strategies. Traditional engagement methods are evolving as organizations leverage AI-driven tools to create personalized experiences, predictive analytics, and data-driven decision-making. This paper explores the transformative role of AI in employee engagement, emphasizing its impact on recruitment, onboarding, performance management, and workplace culture. AI-powered chatbots, sentiment analysis, and predictive models enable HR professionals to assess employee satisfaction, identify disengagement patterns, and proactively address workplace concerns. Machine learning algorithms facilitate real-time feedback mechanisms, fostering a more dynamic and responsive work environment.

Furthermore, AI enhances learning and development by providing personalized training programs tailored to individual skill gaps, career aspirations, and performance data. Virtual assistants and AI-driven coaching platforms support continuous learning, enabling employees to upskill efficiently. The study also examines ethical considerations, including data privacy, bias in AI algorithms, and the balance between automation and human-centric HR approaches. While AI presents numerous advantages in boosting employee engagement, challenges such as algorithmic transparency, ethical AI implementation, and resistance to technological change must be addressed.

Through a comprehensive review of existing literature and case studies, this paper highlights best practices in AI-driven engagement strategies, demonstrating how organizations can integrate AI without compromising human values. The findings suggest that AI has the potential to create more inclusive, adaptive, and engaging workplaces, ultimately improving employee retention, productivity, and overall job satisfaction. As digital transformation reshapes workforce dynamics, organizations must embrace AI responsibly, ensuring a balanced synergy between technology and human interaction. This research contributes to the evolving discourse on AI in HRM, offering insights into future trends and the sustainable implementation of AI-driven engagement strategies.

Purpose of the study:

This research project seeks to explore consumer understanding and awareness of the sustainable banking products offered by Punjab National Bank, while also shedding light on the elements that impact their acceptance. This investigation aspires to furnish valuable perspectives for augmenting customer involvement, advancing sustainable banking methodologies and bolstering PNB’s initiatives to synchronize its operational practices with ecological and sustainability objectives.

Design/ Methodology:

A structured questionnaire was used to carry out the survey. Data were gathered using both offline and online methods. Data were gathered online using Google Forms. Participants were chosen using random sampling and convenience sampling methods. A total of 111 replies from consumers were used for data analysis.

Findings:

The research elucidated a moderate level of customer awareness regarding PNB's green banking offerings, with electronic statements and digital banking services emerging as the most acknowledged. Principal determinants influencing adoption encompassed environmental awareness, user-friendliness and financial savings. Nevertheless, insufficient awareness and perceived intricacies constituted significant impediments, underscoring the necessity for focused awareness initiatives and user-centric strategies.

Limitations:

The study's sample size and diversity may limit the generalizability of findings to all PNB customers. Data collection's regional focus may restrict understanding of nationwide trends. The use of customer surveys or interviews may introduce bias, leading to inaccurate reflections of actual behaviour. Rapid developments in green banking products and shifting customer preferences may diminish the findings' relevance over time. Limitations in accessing PNB’s internal data on customer behaviour may constrain the analysis's depth.

Originality Value:

The study introduces a novel contribution by investigating customer cognizance and acceptance of Punjab National Bank's environmentally friendly banking services, a relatively underexplored area within the domain of sustainable finance. It provides unique insights into consumer behaviour, thereby enhancing scholarly discussions and supporting financial institutions in proficiently promoting eco-friendly financial practices.

Paper Type: Research Paper

This study investigates the clothing purchase preferences of women using social commerce platforms, with a focus on Indian women associated with the business group on WhatsApp. Given the rapid digital transformation in retail, the research examines consumer behavior, preferences for different types of clothing, brand considerations, and motivational factors in social commerce. A survey conducted with 101 women revealed key preferences for ethnic wear, flexible attitudes toward branding, and a strong inclination toward unique designs and discounts. Statistical analyses highlight patterns in frequency of purchases and preferred materials, providing actionable insights for social commerce and similar businesses to enhance customer engagement and satisfaction. This study contributes to understanding consumer decision-making in social commerce and offers strategies for targeting women in the online retail space.

Marketing strategies together with their practices experience significant changes because of the accelerated development of artificial intelligence (AI). The market has embraced three key AI technologies including data analytics, natural language processing and machine learning to reengineer the customer relationship and service customization procedures. This paper follows AI marketing evolution through computer science stages leading to its present usage as analysis for human behavior studies and social sciences. The introduction of AI in the marketing field boosts both operational effectiveness and leads to better understanding of customer behavior and delivers enhanced social engagements. The paper examines new advancements and interdisciplinary modeling methods which describe AI marketing applications while evaluating its immediate and projected impact on marketing domains.

In the digital era, social media and digital marketing have emerged as crucial tools for business growth, particularly for women entrepreneurs. This study explores the impact of social media engagement and digital marketing strategies on the business success of women entrepreneurs, examining both opportunities and challenges in adopting digital tools. A quantitative research design was employed, with data collected from 200 women entrepreneurs across diverse industries through a structured questionnaire. The survey assessed social media usage, marketing strategies, business growth, and barriers to digital adoption. The data was analyzed using descriptive statistics, correlation analysis, and regression analysis to determine the relationship between digital marketing and business performance.

The results revealed that 67% of respondents experienced an increase in customer base, and 65% reported revenue growth after adopting digital marketing. Instagram and Facebook were the most preferred platforms, while budget constraints (60%), algorithm changes (58%), and cybersecurity concerns (45%) were identified as major challenges.

The study concludes that social media plays a pivotal role in empowering women entrepreneurs, but barriers such as financial limitations, lack of digital literacy, and unpredictable platform algorithms must be addressed. The findings suggest that digital literacy training, financial grants, mentorship programs, and improved platform transparency can enhance the effectiveness of digital marketing for women-led businesses. Future research should explore industry-specific digital marketing challenges and evaluate long-term impacts on business sustainability.

The study titled "Transforming Khovar Wall Paintings into Fabric: Revitalizing a Vanishing Tribal Art of India" aimed to integrate traditional Khovar wall paintings into modern fabric designs. The research began with review of Khovar painting history, followed by the collection and categorization of various motifs. These motifs were then adapted using applique work and hand painting techniques to create a range of living area fabrics. A total of 30 designs were developed using Corel Draw software and displayed on walls for evaluation. Different fabrics were assessed to determine the most suitable material for the designs. Fabric samples were created based onthe 2023-24 color forecast. A market survey conducted in Chandigarh revealed that shopkeepers found the living area range to be innovative and unique, and consumer feedback was highly positive, with many appreciating the exclusivity and distinctiveness of the Khovar motifs.

In the rapidly evolving landscape of e-commerce, visual search has emerged as a transformative technology, enabling users to discover products through images rather than text-based queries. Powered by artificial intelligence (AI), machine learning, and computer vision, visual search enhances the shopping experience by offering more intuitive, accurate, and efficient product discovery. This paper explores the growing significance of visual search in e-commerce, highlighting its role in improving search relevance, personalization, and customer engagement. It examines the underlying AI-driven technologies, such as deep learning-based image recognition, and their impact on enhancing product recommendations and reducing search friction. Additionally, the study discusses the competitive advantages of retailers adopting visual search, including increased conversion rates and improved customer satisfaction. Challenges such as data privacy concerns, technological limitations, and implementation costs are also addressed. By leveraging AI-driven visual search, e-commerce platforms can redefine how consumers interact with online retail, bridging the gap between inspiration and purchase.

The market's globalization and the monetary business development are making a rising mumber of individuals change from money to credit only exchanges, which is the reason the framework is developing day to day. In this day and age, the credit only framework isa't just fundamental, yet additionally vital. The most recent couple of years have seen a mishumash of results from India's endeavors to advance monetary consideration A huge administrative and strategy push has brought about a significant extension in the accessibility of ledgers. Throughout the course of recent years, India's advanced economy has encountered a mind blowing improvement direction that has changed the conventional monetary climate and the manner in which organizations capability. A large number of Indians are profiting from the new arrangements being created by fintech, or monetary innovation, which is making monetary administrations more helpful, reasonable, and open. Shared loaning stages and portable installments are only two instances of how fintech is changing conventional financial practices. 10 years’ prior, these practices were incomprehensible. In this blog article, we look at a portion of the significant topics impecting the fate of the Indian computerized economy and go further into the job of fintech in it.

The actions of consumers are significantly moulded by social dynamics, particularly within the realm of digital marketing, where platforms of social media, suggestions from peers, and electronic word-of-mouth (eWOM) are crucial in influencing buying choices. This research investigates the impact of social influence on consumer buying patterns within the Delhi NCR area, employing quantitative methodologies and survey-driven analysis from a sample of 150 participants. The results reveal that social media marketing plays a crucial role in shaping consumer behaviour, with regression analysis demonstrating an R-squared (R²) value of 0.54. This indicates that 54% of buying choices can be linked to social media visibility, endorsements from influencers, and various digital marketing initiatives. In a comparable manner, electronic word-of-mouth exerts a significant impact on consumer actions, evidenced by a R² value of 0.30. This indicates that content created by users and endorsements from peers play a crucial role in moulding brand perceptions and fostering trust. The research underscores the significant role of peer influence and customer involvement in shaping consumer choices, emphasising that dynamic marketing approaches surpass conventional advertising methods in effectiveness. Research indicates that companies prioritising customer interaction, partnerships with influencers, and genuine content development are more inclined to cultivate consumer confidence and enhance buying motivation. Companies must focus on tailored and analytics-based marketing approaches to stay relevant in a landscape heavily influenced by social media consumer trends. This study enriches the expanding collection of knowledge surrounding online marketing, social impact, and consumer choices, offering practical guidance for companies to improve their promotional approaches.

This study examines the impact of service quality on customer satisfaction and loyalty in RELIANCE JIO. It employs the five service quality dimensions—tangibles, reliability, assurance, empathy, and responsiveness—proposed by Parasuraman, Berry, and Zeithaml (1991). Data were collected through a structured questionnaire from RELIANCE JIO customers in Surkhet Valley. Using multiple regression analysis, the findings reveal a significant positive relationship between all service quality dimensions and both customer satisfaction and loyalty. Among these, "Reliability" emerges as the most influential factor in customer satisfaction, while "Empathy" has the strongest impact on customer loyalty. Additionally, customer satisfaction is identified as a key driver of customer loyalty. The study concludes that service quality is a crucial determinant of both satisfaction and loyalty. Based on these findings, RELIANCE JIO ’s management can develop effective customer service strategies to enhance corporate value and foster long-term customer relationships.

The aim of this paper is to determine the effect of internal control, in particular risk assessment, on the prevention and detection of financial fraud in Tunisian banks. The empirical study is carried out on Tunisian banks, using the quantitative method. The results of the questionnaire survey conducted among Tunisian banks showed that an adequate internal control system has a positive impact on the prevention and detection of financial fraud in Tunisian banks.

Purpose: To check whether dividend declaration date and ex- dividend date fall any impact on the returns of nifty 50 securities at different time frames.

Design/Methodology/Approach: In this research secondary data was used from the date 1st April 2022 to 1st March 2023. This data was collected from the trust worthy websites of nseindia.com and investing.com. Event study methodology was employed in this research. Paired t test was applied on the data of different time frames. Research tools as SPSS, advanced excel and smart PLS were applied in this research.

Result: It was found that there was no significant impact of dividend declaration and ex-dividend date on returns of securities at different time frames. Correlation coefficients were also indicating that there was no significant relationship between both the factors. When 7 days Cumulative Abnormal Returns (CAR) were computed, it was found no impact of both the above mentioned factors on Cumulative Abnormal Returns (CAR)

Originality / value: The study was conducted to guide the investors’ whether they should invest in securities after announcement of dividend by companies or not. It would-be helpful for traders and investor in making right decision, based on dividend announcement of the company.

The Indian school system ranks among the largest and most intricate educational frameworks globally, with its complexity stemming from the rich diversity of its culture and heritage. Digital education, commonly known as Technology Enhanced Learning (TEL) or e-Learning, involves the innovative integration of digital technologies and approaches in the educational process. By leveraging digital tools, educators can develop engaging learning experiences that may be incorporated into hybrid or fully online courses and programs. The methodology adopted is descriptive and exploratory research to get a better insight, where the respondents (teachers from CBSE and State Board Schools of Nagpur City and parents of the students studying in these schools) were selected randomly.  The sample size for teachers is 379. However, the sample size for students/parents is 384. The objective is to study the digital engagement among the schools in Nagpur city and if there is a significant difference in the State and CBSE schools.  The Interactive Engagement is having a higher mean score for CBSE schools (3.75) as compared to State Board schools (3.50). The p value of 0.009 is statistically significant t– value of 2.64 hence it can be inferred that there exists statistically significant difference between the means of two groups and CBSE schools engage its students better through digital learning tools. CBSE had a higher score implying that teacher in CBSE schools are more likely to use interactive platforms (e.g. quizzes, live polls) and provide personalized feedback which leads to increased participation and motivation of the students. The level of digital interaction in State Board schools is slightly lower, although by using digital tools they are still active. Similar results were also found for the other two factors Learning Optimization and Support Systems. This research examines the effects of digital technologies and tactics on classroom instruction. In addition to infrastructure, difficulties, and the overall effect on instructor and student happiness, the most important aspects considered include digital engagement, performance expectation, effort expectancy, perceived pleasure, and self-efficacy.

The present-day markets are highly competitive. Every company attempts to provide advanced and unique features in their Motor Cars to attract and retain customers. Apart from providing advanced technological features in motor vehicles, building goodwill and brand loyalty for the organization is also being seen as a strategy to increase the market share.

In this direction, companies are adopting the corporate social responsibility route to build up their goodwill and create brand loyalty. So, it becomes pertinent to study whether Automobile consumers are aware of the concept of CSR and the initiatives of the automobile companies in this direction and whether the CSR initiatives influence brand loyalty, brand image and perceived quality in the Automobile Industry in the National Capital Region. The objective of this study through structural equation modelling is to evaluate the CSR initiative’s role in Brand Loyalty in the Automotive Sector. To examine the relationship between CSR perception and brand loyalty, the research study was undertaken with a structured questionnaire with special reference to India's automobile sector in NCR. The results show a nuanced understanding of the relationships among Brand Awareness, Perceived Quality, Brand Image, Brand Loyalty, and CSR perception. The model reveals that while Brand Awareness has a direct impact on quality perceptions and brand image, its effect on loyalty is primarily mediated through these constructs. Furthermore, CSR perception plays a critical role in shaping consumers’ Brand Loyalty. This study helps the managers of Automobile industries to aim at CSR to enhance Brand Loyalty and increase awareness of CSR through publicizing.

In the current business climate, sustainability has turned into a must for companies looking to succeed over the long haul. The research presented here examines the vital connection between organizational sustainability and employee engagement, highlighting the influence of a supportive workplace culture on these results. The study looks at how motivated workers support sustainability efforts and how companies may create an environment that encourages this kind of work. A mixed-methods approach is used in the research, integrating case studies of prosperous firms with surveys. According to preliminary research, businesses that have supportive cultures and high levels of employee involvement see greater sustainability results. The study aims to provide feasible solutions to the firms that want to use employee engagement for enhancing sustainability

Purpose-. Applications related to gaming have long been known to benefit greatly from the incorporation of game features, which can increase user engagement and overall efficacy. This study aims to investigate the relationships between social related game feature, customer brand engagement, brand co-creation and brand love.

Design/methodology/approach- Using the most popular social related game feature in sports & fitness brands. The study uses random sampling technique. The data were collected from 277 active sports & fitness brand users. AMOS 24.0 was used to analyse the data.

Findings- Social interaction game feature strongly influences customer brand engagement. Moreover, customer brand engagement positively influences brand co-creation. Brand co-creation mediates the relationship between social related game feature and brand love.

Originality/value- This study identifies the relevance of social game feature in driving behavioural and emotional intents in light of SDT theory. In addition, it contributes to gamification literature, by explaining mere introduction of social game feature do not drive behavioural and emotional intents, as the direct relationship between social interaction feature and brand love is insignificant. So, employing better co-creation tactics make sense. Given the paucity of conceptual and empirical research on the subject in the existing literature, this study offers new perspectives on gamified brand management techniques.

The present research examines the link between High-Performance Work Practices (HPWP) and organizational ambidexterity. A quantitative research approach was used in this study and a structured questionnaire was administered to 400 employees from Infosys, TCS, HCLTech, Tech Mahindra and other IT firms in India. The data was collected through online questionnaires and participants were selected based on the stratified random sampling technique in order to get the participants from different organizational level. The results showed that there is a positive correlation between HPWP and organizational ambidexterity, which underlines the importance of carefully developed HR practices for improving the employees’ competencies and organizational flexibility.

The study adds to theory by providing a framework that links HR practices and ambidexterity and offers practical implications for managers who seek to manage for competitiveness in competitive and dynamic contexts. Future research could build on the present framework by including other mediating factors such as, organizational learning and employees’ well-being, or by investigating the relationship between digital HR practices and ambidexterity. This research holds serious lessons for organisations that wish to maintain innovation and efficiency by adopting SHRM

The Fear of Missing Out (FoMO) has emerged as a significant psychological phenomenon exacerbated by the pervasive use of social media among Generation Z (GenZ). This study explores the contributing factors to FoMO development and its coping strategies for GenZ. A mixed-method approach combined primary data collection through a validated questionnaire with secondary data from relevant literature. Statistical analyses, including factor analysis and reliability tests, were conducted on responses from 380 participants to identify key factors influencing FoMO. Results revealed five primary factors: Psychological Pressure, Social Self-Efficacy, Mediocre Emotions, Social Media Fatigue, and Social Media Usage, each contributing differently to the manifestation of FoMO among GenZ. The study suggests several coping mechanisms, including growing in self-awareness, reducing social media use, cultivating meaningful relationships, practicing appreciation, and accepting the joy of missing out (JOMO). By balancing online and physical encounters, these tactics seek to encourage a more positive digital lifestyle for Gen Z wellbeing.

The method Partial Least Squares Structural Equation Modeling (PLS-SEM) has received growing interest across recent years thanks to its adaptive features for managing complex models that contain latent variables. The modeling approach of PLS-SEM optimizes dependent variable variance while providing exceptional solutions in data fraught with sample size restrictions and distribution irregularities versus traditional covariance-based structural equation modeling. The primer establishes fundamentals of PLS-SEM through its applications while presenting the modeling process along with methodology and step-by-step methodologies. We discuss both PLS-SEM advantages and restrictions while using real-world research examples from social science and healthcare fields and marketing applications.

Gujarat, a vibrant state on India's western coast, played a pivotal role in the country's freedom struggle. As the birthplace of Mahatma Gandhi, the father of the nation, it became the epicentre of various revolutionary activities and movements that significantly shaped India's fight for independence from British rule. The region witnessed the Dandi March, a critical non-violent protest led by Gandhi against the salt tax, which galvanized the Indian populace and drew global attention to the Indian independence cause. Additionally, numerous other leaders and freedom fighters from Gujarat, such as Sardar Vallabhbhai Patel and Mahadev Desai, made monumental contributions to the liberation effort. This abstract delves into the historical significance of Gujarat in the broader context of India's quest for freedom, highlighting key events, influential figures, and the enduring legacy of the state in the annals of Indian history.

Quality education has been greatly enhanced by the National Education Policy (NEP) 2020, which has raised educational standards and encouraged students to acquire a range of skills to meet industry demands. Currently, there is a huge gap in the knowledge base and the industry needs. Further, Covid-19 impeded conventional schooling but also concerted efforts to maintain learning continuity. Students’ focus has now shifted to self-sustenance from relying on conventional knowledge sources. The role of ICT has emerged pivotally to shape new pedagogical concepts and teaching mechanisms, in new-found areas. The quality aspect requires some significant capacities such as building ICT competence. Despite robust literature backing the grounds, the process of integrating ICT into education is still challenging. To deliver high-quality instruction, a teacher or educator needs to possess all the soft skills. However, a top-notch education will also include instruction in these soft skills, preparing students for success in the workplace. The paper presents a research review on quality education and quality evaluation, mandated for the stakeholders, namely students, parents, instructors, schools and HEIs, to enhance national-level graduate employability and labour productivity. The paper also suggests several ways to make sure it is integrated, raising the standard of instruction.