This research paper aims to introduce the various aspects and the challenges related to “The criminal justice system in India”. Criminal Justice can be defined as a system of institutions and governing bodies that are set up to maintain law and order in the country along with punishing the perpetrators. India is the World’s largest democracy.  In india, Criminal justice system is a system of instruments used by national and local government to maintain social control. The Indian criminal justice system is a crucial element in maintaining law and order, ensuring justice, and upholding the rule of law. It is deeply rooted in the colonial past, initially established by the British administration and based primarily on the Indian Penal Code (IPC) of 1860, the Code of Criminal Procedure (CrPC) of 1973, and the Indian Evidence Act of 1872.  Therefore, there is a need to analyze various aspects of the criminal justice system whether amendments in the prevailing laws are necessary in the present perspective or why the Indian justice system is not effective.  So in order to better understanding of criminal justice system it is worth examine the object of the criminal justice system.

As Millennials become the largest segment of the global workforce, employers are now challenged to consider and understand their expectations. It has been clear that Millennials, compared to previous generations, are less financially motivated. They are motivated by intrinsic factors which include: purpose, flexibility, and organizational culture. This paper explores how these motivational factors affect Millennial job satisfaction and retention. Using a mixed methodology (surveys, interviews, and literature review), we identified a number of trends that suggest a shifting dynamic between employees and employers. The paper concludes that organizations need to shift away from traditional, compensation-driven models, and invest in values-based leadership, flexible work structures, and meaningful engagement to successfully retain Millennial talent.

The study explores the relationship between Black Friday rituals, customer values, discounted factors and customer loyalty among young adult customer in Bangalore. A descriptive research design was followed and data were collected from 206 young adult customers who aged between 18-35 in Bangalore through questionnaires. Furthermore, the measurement and structured models were assessed using SPSS. Social influencing factors and discounted shopping which significantly influences customer perceived value, where customer perceived values influence the customer loyalty of young adult customers towards Black Friday rituals. The testing of the proposed model validates the relationship that is hypothesized between the variables. The findings assist retailers in understanding the relationship between customer perception towards discounted shopping and Black Friday rituals and determined the interrelationship of the extent to which they find out the customer perceived value and related constructed. However, there is a limited number of studies have examined.

This study explores the relationship between Institutional Social Responsibility (ISR), consumer trust, and institutional image. While several studies on Corporate Social Responsibility (CSR) exist, most have focused on the tourism and hospitality sectors, with limited research addressing ISR in the higher education context. Consumer trust is a critical yet underexplored construct within ISR, and only a few studies have examined its role as a mediating variable. This study aims to assess the influence of ISR on institutional image, with consumer trust as a potential mediator, within the context of higher educational institutions (HEIs). A descriptive research design was adopted, as the variables involved are non-continuous in nature. Data were collected using a structured survey instrument. A sample of 300 students from HEIs across Bangalore participated in the study. The results indicate a positive association among ISR (economic, legal, ethical, and philanthropic dimensions), consumer trust, and institutional image. Furthermore, the analysis revealed that consumer trust partially mediates the relationship between ISR and institutional image, highlighting its significance in strengthening the perceived reputation of educational institutions.

The imperative for carbon neutrality has emerged as a critical challenge and strategic priority for the global automotive sector, particularly in innovation-intensive clusters such as Bengaluru, India. This study investigates the emission reduction performance of 40 automotive and mobility firms operating in the region between 2023 and 2024. Adopting a quantitative, repeated-measures design, the research assesses whether meaningful progress has occurred across firm categories Original Equipment Manufacturers (OEMs), Tier-1 suppliers, and mobility service providers and explores the influence of sustainability integration practices such as electrification, circular economy strategies, and ESG-linked governance. Emissions data were sourced from corporate disclosures, Carbon Disclosure Project filings, and verified third-party reports, standardized using IPCC protocols. The findings confirm a statistically significant decline in CO₂-equivalent emissions over the one-year period, reflecting sector-wide decarbonisation efforts. However, analysis of variance revealed no statistically significant differences across industry segments in their proportional reductions, suggesting that while firms are collectively progressing, segmental variations in emission-cutting intensity remain statistically indistinct. The study underscores the role of converging policy incentives, stakeholder pressure, and environmental governance in aligning diverse players toward shared carbon-neutral objectives. By situating the Bengaluru automotive cluster within broader global decarbonisation frameworks, this research contributes valuable empirical insights to the discourse on climate-aligned industrial transformation in emerging markets. It also highlights the need for longer-term, production-adjusted studies to better understand structural and strategic levers driving emission reductions.

As organizations navigate volatile, uncertain, complex, and ambiguous (VUCA) environments, the demand for emotionally intelligent leadership has become increasingly prominent. This conceptual paper explores the pivotal role of Emotional Intelligence (EI) in enhancing leadership effectiveness across diverse organizational contexts. Integrating insights from Goleman’s Emotional Competence Framework, Transformational Leadership Theory, and the Ability-Based Model of EI, the study develops a multi-level conceptual framework that links core emotional competencies—self-awareness, self-regulation, motivation, empathy, and social skills—to key leadership outcomes such as trust-building, conflict management, employee engagement, and decision-making. The paper further identifies contextual moderators (e.g., organizational culture, team dynamics, digital workspaces) that influence the EI–leadership effectiveness relationship. By offering a theoretical synthesis and proposing future research directions, this study contributes to both academic discourse and practical understanding of how emotional intelligence can be strategically leveraged to develop more adaptive, resilient, and effective leaders.

This research explores the design, synthesis and empirical evaluation of a natural nano-formulation aimed at removing pesticide residues from common kitchen vegetables. The formulation integrates five functionally complementary components, i.e. neem extract, activated charcoal, bentonite clay, citric acid, and Polysorbate 80. Each selected for its distinctive physicochemical properties and efficacy in chemical detoxification. Neem extract provides a suite of bioactive phytochemicals, including azadirachtin and nimbin, which exhibit both antimicrobial activity and surfactant-like behavior. Activated charcoal, characterized by its exceptionally high surface area, serves as an effective adsorbent for non-polar organic residues, while bentonite clay introduces ion-exchange functionality and structural penetration through its swelling capacity. Citric acid, a mild organic acid, helps destabilize certain pesticide residues, particularly carbamates, through pH modulation and weak chelation. Polysorbate 80, a food-grade surfactant, enhances the emulsification and removal of oily pesticide films, especially organochlorines, by reducing surface tension and facilitating solubilization. Organic vegetables from three morphological categories, i.e. smooth-skinned (tomato), leafy (spinach), and waxy-surfaced (brinjal), were deliberately contaminated using a diluted organophosphate solution to simulate real-world exposure. Three washing protocols were tested: a plain water rinse, a vinegar-water solution, and the formulated nano-wash. Efficacy was assessed using a starch–iodine colorimetric assay, which qualitatively indicates residual pesticide activity. The results demonstrate a significant reduction in residue levels in vegetables treated with the nano-solution, with near-complete discoloration in the iodine test. These findings substantiate the hypothesis that a synergistic, bio-nano formulation offers a superior, eco-conscious method for improving domestic food safety and hygiene. Objective: To develop and evaluate a natural nano-cleaning solution using neem extract, activated charcoal, bentonite clay, citric acid, and Polysorbate 80 for the effective removal of pesticide residues from different types of vegetables. Hypothesis: A nano-formulated wash containing neem extract, activated charcoal, bentonite clay, citric acid, and Polysorbate 80 will remove pesticide residues from vegetable surfaces more effectively than water or vinegar due to its enhanced surface area, adsorption capacity, emulsification properties, and pH-mediated residue destabilization.

The handloom industry in India is a culturally significant sector, providing livelihoods to millions, particularly women. In Telangana, clusters like Pochampally and Gadwal represent this heritage. However, women weavers face persistent challenges, including low wages, limited market access, and marginalisation. This working paper examines the transformative potential of digital platforms and e-commerce in addressing these issues, focusing on gender equity in the sector. It highlights the barriers women face in adopting digital tools and proposes an inclusive digital transformation framework rooted in feminist economics, aimed at promoting social justice and economic empowerment.

Traditional finance theories assume that investors are rational agents who make decisions based on logical assessment of risk and return. However, the emergence of behavioral finance challenges this notion by demonstrating how cognitive and emotional biases systematically influence investment decisions. This conceptual paper examines the influence of key behavioral biases—such as overconfidence, loss aversion, herd behavior, mental accounting, and anchoring—on the decision-making processes of retail investors. Drawing upon foundational theories in psychology and behavioral economics, particularly Prospect Theory and Dual-Process Theory, the paper synthesizes existing literature to construct a comprehensive framework that explains how intuitive and analytical thinking jointly shape investment behavior. A novel contribution of this study lies in its integration of *knowledge-hiding behavior*—a construct traditionally studied in organizational settings—as a social-cognitive factor influencing information asymmetry and bias reinforcement in digital investing ecosystems. The paper also identifies the role of contextual moderators such as financial literacy, demographics, and social media in intensifying these biases. By proposing a feedback-driven conceptual model, the study provides a multidimensional lens to understand investor psychology beyond individual cognition. From a practical standpoint, the paper offers actionable insights for financial advisors, fintech platforms, and policymakers aiming to mitigate irrational investor behavior through behavioral nudges, transparent disclosures, and educational interventions. It further outlines research gaps and calls for empirical studies in emerging markets where such behavioral patterns are rapidly evolving.

Cooperative banks in India are unique financial institutions rooted in the principles of cooperation, mutual aid, and democratic governance. Unlike commercial banks that prioritize profit, cooperative banks are owned and controlled by their members, who are both the customers and stakeholders. Operating under the democratic principle of "one member, one vote," these banks emphasize inclusive decision-making, economic equity, and local development. Their primary aim is to serve the financial needs of underserved populations—particularly in rural and semi-urban areas—by offering accessible credit, savings, and other essential banking services. Cooperative banks play a crucial role in promoting financial inclusion and rural development. They provide timely and affordable credit to farmers, support small-scale industries, and contribute significantly to poverty alleviation and employment generation through microfinance and collaboration with Self-Help Groups (SHGs). Additionally, these banks serve as essential channels for implementing government welfare schemes and facilitating direct benefit transfers (DBTs), especially in remote areas. This study seeks to evaluate the role of governance, financial sustainability, technological adoption, and service diversification in the success of cooperative banks. Using a mixed-methods research approach—including a quantitative survey of 50 responses and qualitative analysis—the project aims to identify strategic opportunities and challenges that will shape the future of cooperative banking in India.

The evolution of financial reporting is being significantly influenced by the dual forces of Artificial Intelligence (AI) and Environmental, Social, and Governance (ESG) considerations. As stakeholders demand greater transparency, accountability, and sustainability, traditional financial reporting frameworks are proving inadequate in capturing the complexity of modern corporate performance. This review paper explores how the integration of AI technologies and ESG metrics is reshaping the landscape of financial reporting and disclosure practices. AI is transforming core financial processes by enabling automation, real-time data analysis, natural language processing, and predictive modeling. These advancements not only increase efficiency and accuracy but also allow for deeper insights into financial health and future risks. Simultaneously, ESG reporting has moved from being a voluntary initiative to a regulatory and reputational imperative. Companies are now required to disclose non-financial information related to carbon emissions, labor practices, board diversity, and ethical governance. The convergence of AI and ESG offers transformative opportunities—AI can facilitate large-scale data extraction, streamline ESG data integration, and generate transparent and auditable sustainability reports. However, this integration also raises challenges including algorithmic bias, data privacy, the risk of greenwashing, and regulatory uncertainties. This paper reviews current applications, global regulatory efforts, ethical considerations, and the evolving expectations from financial professionals. The future of financial reporting lies in adopting a hybrid model that combines financial performance with ESG intelligence, powered by AI. This fusion not only enhances corporate accountability but also enables more informed stakeholder decision-making. The paper calls for strategic collaboration between technologists, policymakers, and financial experts to build robust, ethical, and adaptive reporting systems fit for the digital and sustainable age.

The COVID-19 pandemic in 2020 brought unprecedented disruptions to daily life, significantly affecting the mental health of individuals across all sections of society. This research aims to explore the long-term impact of the pandemic on mental well-being by comparing primary data collected in 2020 with follow-up data gathered in 2025. By adopting a longitudinal approach, the study investigates changes in levels of stress, anxiety, depression, and coping mechanisms over five years. The research utilizes quantitative data collected via standardized mental health questionnaires administered to a demographically similar group of participants. Key variables include emotional distress, social isolation, access to mental health resources, and work-life balance. The findings highlight both positive trends, such as increased awareness and use of mental health services, and ongoing challenges, including residual anxiety and burnout in certain populations. The study contributes to understanding the enduring psychological effects of global crises and offers insights for policymakers, healthcare providers, and mental health professionals to build more resilient support systems in future emergencies.

Purpose: This research aims to investigate the influence of institutional investors in affecting corporate governance practices, with a particular emphasis on emerging economies. It investigates the mechanisms by which institutional investors might improve governance traits such as board composition, CEO compensation, and strategic decision-making, while also identifying contextual elements that may facilitate or impede their success. Design/methodology/approach: The study employs a mixed-methods approach combining bibliometric analysis using the ‘biblioshiny’ R package and systematic literature review. The quantitative phase analyses 464 English-language publications from 1996-2024 in Scopus, examining research trends, collaboration networks, and thematic evolution. The qualitative phase involves a systematic literature review of 40 selected papers following PRISMA guidelines, focusing on empirical studies investigating institutional investor and corporate governance relationships. Findings: The bibliometric analysis shows an enormous spike in research production in this area, with a small group of key journals and writers driving the field. Thematic mapping identifies key themes, such as how institutional investors influence board composition, oversight, and strategic decision-making. The systematic literature review found that institutional investors have a major impact on corporate governance by pressing for improved board independence, diversity, and competence. Their involvement has been connected to improved management monitoring, executive remuneration practices, and effective risk management supervision. However, the magnitude of this influence varies according to different regulatory and institutional environments. Originality/value: This study enhances agency issues by demonstrating how institutional investors address agency conflicts between managers and shareholders. It highlights their importance in improving governance practices in emerging markets. The mixed-methods approach gives a complete overview of the research landscape, identifies literature gaps, and lays the groundwork for future studies on institutional investors' involvement in corporate governance.

This study explores the entrepreneurial mindset of young adults by examining personal traits, gender differences, and regional influences. A sample of 242 final-year undergraduate students, aged 19 to 21, from Gujarat and other regions, participated in the study. Data was collected through an online survey, assessing various entrepreneurial traits, including passion for goals, spirit of adventure, need to achieve, self-confidence, innovativeness, creativity, goal orientation, persistence, hardworking behavior, positive thinking, and willingness to take initiative. The study employed Spearman’s Rank-Order Correlation to analyze the relationships between key entrepreneurial attributes. Additionally, to assess differences in traits based on gender, state of origin (Gujarat vs. Non-Gujarat), and family business background (business vs. non-business family) Mann Whitney U test was used. To investigate the association between respondents’ state of origin and their family profession the Chi-Square test was applied. Results indicated strong correlations between several entrepreneurial traits, suggesting that these characteristics are interrelated. Significant gender-based differences were found in innovativeness, creativity, and positive thinking, with females scoring higher in these areas. Regional differences were also observed, with respondents from Gujarat showing higher levels of goal orientation, persistence, and hardworking behavior. However, family business background did not significantly influence entrepreneurial traits. This study provides insights into how entrepreneurial traits are shaped by personal, gender, and regional factors, offering implications for educational and professional programs designed to nurture entrepreneurial potential.

The rapid growth of e-commerce has significantly transformed consumer purchasing behavior, particularly in the electronics sector. The study aims to assess the impact of online purchasing of branded laptops on customer satisfaction, focusing on key factors such as website experience, delivery performance, support services, product quality, delivery and packaging, and brand trust. The article reviews the impact of online elements on customer satisfaction when they purchase branded laptops. It is important because this research faces the issue of more shoppers buying expensive laptop brands using e-commerce platforms. Using a sample of 150 respondents, gender-based differences in satisfaction levels were analyzed using the Mann-Whitney U test. The findings revealed statistically significant differences in perceptions of website experience, support services, and delivery and packaging between male and female respondents. However, no significant gender-based differences were found in delivery performance, product quality, or brand trust. These results highlight the need for online retailers to tailor service delivery and support mechanisms to enhance customer satisfaction across gender groups. The study provides valuable insights for e-commerce platforms and laptop brands aiming to optimize the online purchasing experience and build stronger customer relationships.

The study investigates the concept of person–job fit among entry-level job seekers in the Information Technology-Enabled Services (ITeS) sector, emphasizing the alignment between individual attributes and job requirements. Drawing on empirical data from recent graduates and early-career professionals, the research examines how congruence in skills, values, and career expectations impacts job satisfaction, performance, and retention intentions. Using a quantitative survey approach and statistical analysis, the study reveals a significant correlation between high person–job fit and favorable employment outcomes. The Findings suggest that organizations in the ITeS sector can enhance workforce stability and productivity by incorporating fit assessments into recruitment and on boarding processes. The study contributes to human resource literature by highlighting the strategic importance of person–job alignment, particularly for roles characterized by high demand, rapid change, and standardized tasks. Implications for talent acquisition strategies, job design, and employee development programs are also discussed.

This study examines the intersection of financial fragility and credit access barriers within the context of urban informal employment in Guwahati, Assam. Drawing on a mixed-methods approach and a sample of 400 informal workers including street vendors, daily wage labourers, public transport operators, and domestic helpers the research explores how economic vulnerability and financial exclusion shape the persistence and nature of informal work. Descriptive, regression, factor, and cluster analyses reveal that lack of access to formal credit, low income, and limited financial literacy significantly contribute to financial fragility. The findings identify three latent dimensions fragility, credit access barriers, and informal coping mechanisms and segment the workforce into distinct clusters with varying degrees of vulnerability and resilience. Results underscore the need for tailored financial inclusion strategies, simplified documentation protocols, and integrated financial-literacy and social-support interventions. This study provides empirical evidence from an underexplored urban region in Northeast India and offers policy recommendations aimed at fostering economic stability and sustainable livelihoods for the informal workforce.

This research paper is a conceptual and policy-oriented analysis that underscores the transformative potential of Digital Public Infrastructure in enhancing service delivery across various sectors. By providing the foundational capabilities for data exchange, payments, and digital identification, DPI bridges physical infrastructure with sector-specific applications, such as social protection, e-commerce, and health services. The paper emphasizes how DPI has emerged as a critical enabler of resilience and inclusivity, especially highlighted throughout the COVID-19 outbreak, where countries with pre-existing DPI systems tripled the number of beneficiaries with social assistance compared to those without. Drawing on case studies from nations like India, Brazil, and Singapore, the paper explores successful implementations of DPI, as the Pix payment platform in Brazil and the Aadhaar system in India, and Singapore’s Singpass digital ID. These examples demonstrate DPI’s potential to enhance accessibility, financial inclusion, and efficiency while reducing corruption and improving governance. Furthermore, the research highlights challenges, including outdated legal frameworks, limited access to digital IDs, and digital exclusion among marginalized groups. The paper underscores the necessity of a whole-of-country approach for successful DPI implementation, involving public-private partnerships, interoperability standards, and robust governance mechanisms. It advocates for leveraging global momentum, as reflected in the G-20 consensus on DPI, to establish frameworks for international cooperation. DPI’s role in fostering inclusive growth, empowering women, and enabling cross-sector innovation is presented as a pathway to achieving Sustainable Development Goals. This conceptual paper lays the groundwork for understanding DPI’s significance, addressing barriers, and guiding policymakers toward creating equitable and resilient digital ecosystems that drive socioeconomic development worldwide.

This paper aims to explore the effectiveness of Corporate Social Responsibility (CSR) projects implemented by Madras Atomic Power Station (MAPS) Kalpakkam, with a particular focus on the satisfaction levels of the local community. The primary objective is to analyze the pre- and post-implementation effects of the "Artificial Reef" CSR project to assess its impact on the local community.  Additionally, this study evaluates the community's satisfaction with various CSR initiatives undertaken by MAPS Kalpakkam, identifying key factors that contribute to trust and goodwill between the organization and the local population. To achieve these objectives, the study employs the One Sample Wilcoxon Signed Rank Test to measure the effectiveness of the "Artificial Reef" project by comparing conditions before and after its implementation. Furthermore, the satisfaction levels of the local community regarding different CSR projects are assessed through percentage analysis, Chi-square analysis, and Weighted Average analysis. The findings provide valuable insights into the impact, perception, and overall reception of CSR initiatives within the local community, highlighting areas for potential improvement and continued engagement.

The integration of marketing and artificial intelligence (AI) has transformed the way brands interact with consumers, anticipate them and provide customized consumer experiences. With the increased complexity and the amount of consumer data, AI-powered systems- Machine learning, natural language processing, and recommendation algorithms, allow more accurate behavioural targeting and campaign optimisation. This paper discusses how the psychology and behavioral knowledge can be combined with computational approaches to AI in marketing. It looks at the recent trends in predictive modeling, sentiment analysis and auto-generated content and how these affect the effectiveness of marketing. The research also proposes a methodology to determine the consumer response pattern with the machine learning classifier and clustering algorithms. Findings reveal that a proper linkage between computational tools and consumer behavior theories is capable of improving customer segmentation, engagement, and retention to a large extent. The results indicate a way to a more emotionally intelligent marketing system that is highly data-driven.

In the digital era, social media has emerged as a transformative tool in promoting tourism, shaping destination image, and influencing travellers’behaviour. This research paper aims to explore the impact of social media marketing on the tourism development of Delhi (National Capital Region), using a qualitative approach based entirely on secondary data. The study investigates how platforms such as Instagram, Facebook, YouTube, and Twitter contribute to tourism promotion, tourist engagement, and brand positioning of Delhi (NCR) as a dynamic travel destination. By analysing secondary sources such as academic journals, government reports, industry whitepapers, and social media analytics, the study identifies key strategies, trends, and outcomes of digital marketing efforts. The findings suggest that social media marketing plays a significant role in shaping tourist perceptions, increasing visibility of local attractions, and driving both domestic and international tourist inflow. This paper contributes to the growing literature on digital tourism and offers insights for tourism marketers, policy makers, and destination management organizations seeking to enhance Delhi's tourism appeal in a competitive digital environment

Unprecedented disruptions to global supply chains in recent years have revealed their underlying weaknesses. The COVID-19 pandemic and the Russia-Ukraine war, two events of enormous geopolitical and economic magnitude, have fundamentally challenged the structure, operations, and assumptions that underlie international trade. This review examines the nature and consequences of these shocks critically, concentrating on their impact on global value chains, trade flows, sectoral vulnerabilities, and regional disparities. By using case studies, institutional reports, and recent literature, it looks at how these crises have reconstructed resilience as a strategic priority rather than a reactive measure. The analysis's first section deconstructs the scope and timeline of supply chain failures, from food and energy insecurity following the conflict in Ukraine to labor shortages and port congestion during the pandemic. It examines in detail the effects on the automotive, agricultural, and pharmaceutical industries in addition to assessing the macroeconomic ramifications, including inflationary pressures, GDP contractions, and increased protectionism. It also examines how these upheavals have made inequality in the world worse by disproportionately impacting developing nations and smaller economies. At the core of the review is a discussion of trade resilience, including its frameworks, metrics, and evolving definitions. The study looks at how policy responses like reshoring, stockpiling, and international trade reforms have been used in tandem with corporate initiatives involving digital transformation and risk diversification. The ability of cutting-edge technologies like blockchain, artificial intelligence, and digital twins to facilitate real-time supply chain agility and visibility is assessed. Critical issues are also noted in the review, such as unequal access to resilience resources, poor coordination, climate vulnerabilities, and threats to digital security. A forward-looking viewpoint on how to institutionalize resilience in international trade is provided in the concluding sections. It urges a deliberate change to supply chains that are inclusive, locally based, and ecologically responsible. This paper promotes a comprehensive resilience framework that strikes a balance between efficiency, adaptability, and equity by highlighting cooperation between governments, corporations, and international organizations.

Blended learning, a pedagogical model combining traditional face-to-face instruction with digital technologies, has emerged as a transformative force in contemporary education. This research paper explores the evolution, implementation, and future prospects of blended learning, positioning it as a cornerstone of digital pedagogy. The study investigates how the integration of online and offline teaching methodologies fosters personalized learning experiences, enhances student engagement, and supports diverse learning styles. Drawing from empirical studies, case analyses, and current educational frameworks, the paper evaluates the effectiveness of blended learning environments across various educational levels and disciplines. Key findings indicate that blended learning offers improved flexibility, increased access to resources, and opportunities for collaborative and self-paced learning. Moreover, it empowers educators to utilize data-driven insights for tailoring instruction to meet individual student needs. However, the transition to blended learning also presents challenges, including the digital divide, the need for teacher training, and the necessity of maintaining instructional quality across platforms. The paper emphasizes that successful implementation hinges on strategic planning, institutional support, and robust technological infrastructure. By examining both the pedagogical and technological dimensions of blended learning, this study provides a comprehensive understanding of its potential to reshape the educational landscape. In conclusion, the paper asserts that blended learning is not merely a temporary response to digital demands but a sustainable model poised to define the future of teaching and learning. As education systems worldwide seek adaptable and resilient models, blended learning stands out as a forward-looking solution that aligns with the evolving needs of 21st-century learners.

This article takes a close look at how rural consumers are changing and the crucial role that Social and Behavior Change Communication (SBCC) plays in shaping health and market outcomes in low- and middle-income countries (LMICs). It's interesting to note that while there are many SBCC initiatives out there, there are still some big gaps. We're talking about issues like poor infrastructure, logistical hurdles, literacy and communication challenges, not enough market research, cultural resistance, and a general distrust in formal systems. Even though mobile technology is on the rise and digital innovations are popping up everywhere, these structural inequalities still keep marginalized groups from getting the help they need. But there's more to this story! The article also looks at future possibilities for making SBCC better. Things like using data analytics, personalizing content, promoting sustainable marketing, encouraging rural entrepreneurship, and forming partnerships between the public and private sectors are all on the table. It’s pretty clear that using hyper-local data is essential for crafting effective communication strategies, and there’s a real need for approaches that are nuanced and focused on the community. With globalization, rural markets are seeing a mix of aspirations and digital know-how, which is pushing marketers and policymakers to rethink how they reach out to people. Still, we can’t ignore the ethical issues—like making sure people are truly informed, fighting misinformation, and avoiding digital exclusion. The article dives into some fascinating case studies, like MomConnect, M4RH, and Project Khuluma, which show how combining technology with grassroots efforts can really make a difference. In the end, the paper suggests that closing the gap in rural communication isn't just about technology; it’s a socio-cultural challenge that needs trust, ethical practices, and inclusive design. By tying SBCC to larger development goals—think gender equity, boosting livelihoods, and health equity—these interventions can have a real, lasting impact. The insights here are important for public health communicators, social marketers, policymakers, and development practitioners who are all working to turn information sharing into real behavioral change in rural and underserved communities.

This bibliometric literature synthesis discusses the connection among corporate governance practices and firm sustainability, focusing on long-term performance outcomes. This paper systematically reviews studies published between 2007 and 2025 to explore how organizational performance and sustainability are affected by governance mechanisms such as board composition, executive compensation, and stakeholder engagement. Through citation analysis, keyword co-occurrence networks, and publication trend analysis, the article derives prevailing themes of the field, including Environmental, Social, and Governance (ESG) factors, corporate social responsibility (CSR), and long-term profitability. The review discovers that firms with good corporate governance systems, such as independent boards of directors and open executive pay plans, are likely to exhibit better sustainability performance, including better risk management, decision-making, and long-term profitability. It also determines the increasing role of ESG factors in shaping corporate behavior and integrating business strategy with sustainability goals. Additionally, the review maps the worldwide geographic distribution of studies, reports leading authors and institutions, and graphs the inter-relatedness of research topics. Despite considerable development in the literature, there are areas for improvement in studying mechanisms of governance in emerging economies and developing standardized long-term performance metrics. The study demands further research on the governance function of digital technology and the inclusion of principles of sustainability in corporate governance systems. The review contributes to the emerging literature on corporate governance and sustainability, presenting findings that inform researchers, policy makers, and practitioners aiming for sustainable business practice through effective systems of governance.

This research explores and compares the attitudes of rural and urban consumers toward online shopping in the Indore district of Madhya Pradesh. A structured questionnaire was administered to 250 respondents from both segments, and a descriptive research design was employed. Data analysis was carried out using SPSS and AMOS software, with Structural Equation Modeling (SEM) applied to identify the key factors influencing consumer behavior. The findings indicate that e-commerce platforms such as Amazon, Flipkart, and Snapdeal are widely favored across both rural and urban areas, with cash-on-delivery emerging as the most preferred payment option. Key factors shaping consumer attitudes include limited access to physical retail stores in rural regions and the convenience, speed, and efficiency provided by online platforms. Despite its valuable insights, the study is limited by its sample size, geographic focus, and constraints such as time, budget, and potential respondent biases. The research highlights the need for online retailers to enhance website usability and strengthen logistical infrastructure to improve customer satisfaction across diverse consumer segments. By shedding light on the differing yet intersecting attitudes of rural and urban consumers, this study contributes to the broader understanding of online shopping behavior in developing regions.

The paper attempts to understand how servant leadership influences management innovation as well as the innovative behavior of employees particularly through the mediation of creativity at five-star Nepal hotels. The research design is quantitative and hypothetico-deductive in which the relations of causality among the variables is investigated with the intention of utilizing information transported by a structured questionnaire. The survey involved 250 participants, namely employees of Nepal five-star hotels, using a five-point Likert temper, an instrument that serves to portray the attitude towards an object concerning the concepts of leadership, innovation, and creativeness. The analysis of data was subjected to SPSS and Process Macro3 to predict the hypotheses. The findings suggest that servant leadership has a major impact on management innovation as well as innovative behavior of the employees. The aspect of creativity, however, fails to moderate the relationship between servant leadership and innovative behavior so creativity is not the mechanism that is operating in this scenario between leadership and the concept of innovation as it applies within the context of this particular hotel. Practical implications of the current research would be on leadership development and innovations strategies in the Nepal hotel industry.

This research explores the phenomenon of emotional contagion in online settings, the way emotions are transferred through the interactions that take place online. Previously seen occurring in face-to-face situations—when emotions are spread via facial expressions, tone of voice, and body posture—emotional contagion today has taken on new forms. Social media sites, videos, and online forums now serve as new mediums by which emotions can spread quickly. Based on Affective Process Theory, this study investigates the processes by which emotional contagion can occur in online environments, such as shared views, imitation, and empathic involvement. The research explores the impact of digital stimuli and investigates both convergent and divergent emotional connections, along with dominant factors influencing emotional transmission, including user familiarity, platform architecture, and social context. In addition, it measures the implications of emotional contagion on individual behavior, group dynamics, and general societal discourse. Empirical evidence from several social media platforms and digital communication platforms illustrates the extreme impact of emotional contagion on online engagement. By providing an overall understanding of emotional contagion in the digital world, the research sheds light on the organizational, social, and psychological effects of digital emotional contagion. The research has direct implications for media strategies, content moderation, and encouraging digital well-being.

This study investigates how startups adopt new-age technologies (NATs) and how their strategic orientation influences this process. Drawing on the Technology-Organization-Environment (TOE) framework, Institutional Theory, and the Resource-Based View (RBV), the paper examines four antecedents - technological opportunism, top management support, negative normative pressure and positive normative pressures, and their effect on NAT adoption intensity. Using survey data from 226 Indian startups and multi-group structural equation modeling, the study finds that strategic firm types significantly moderate these relationships. Results show that prospectors adopt NATs more intensively due to proactive leadership and alignment with external expectations, while reactors are influenced primarily by external pressures. The study highlights that technology adoption is not uniform across startups. Adoption outcomes depend on a firm’s strategic posture and its ability to respond to both internal and external drivers. These insights contribute to a better understanding of potentially disruptive technologies in resource-constrained, high-growth environments.

This study proposes a consumer-centric conceptual framework to assess advertising effectiveness by extending the Brackett and Carr Model (BCM). It explains how informativeness, entertainment, credibility, and irritation, influence perceived advertising value, which ultimately shapes attitudes toward advertisements and then purchase intentions. By integrating behavioral outcomes into the original BCM, the study bridges the gap between consumer perception and action. The framework reflects the shift toward audience-centered advertising and offers theoretical and managerial insights for designing culturally resonant, engaging ads. The model lays the foundation for future empirical validation across diverse media and consumer contexts.

The board of directors is legally responsible for setting the strategic direction of the firm and for ensuring the firm’s long-term performance in almost all governance environments. However, many boards delegate part or all of the task of creating and executing the firm’s strategy to a group of full-time professional managers. This separation between ownership and control creates many challenges for the modern-day firm, and the board’s role in the strategy formation process is arguably the seminal governance challenge confronting boards today. This study examines this seminal challenge by Introducing background information on this stream by defining key terms and discussing its importance to the wider corporate governance literature, describing three infamous case studies of firms based in the USA, Europe and Asia where the board was insufficiently involved, and noting situations where the board may become too involved and Exploring previous reviews of this research stream on board strategic involvement, and discussing the William Q. Judge and Till Talaulicar (2017). 

Industry 4.0 places immersive technologies at its centre by integrating them across various functional areas of business, including marketing. Use of immersive technologies in marketing, helps transform customer experience by blending real and virtual worlds. A growing number of organizations are actively adopting and planning to adopt immersive technologies owing to their potential to enhance interaction between various business stakeholders. A systematic literature review of academic literature is carried out to study the integration of immersive technologies in marketing and their transformation. The data is analysed using the Biblioshiny app available in RStudio software. The results show that immersive technologies have transformed marketing across various sectors such as healthcare, tourism, and education. Analysis based on sources, authors, countries, documents, and keywords provides an evolution of immersive technology in marketing. In addition, factorial analysis, network creation, and thematic evolution are examined to determine the most influential themes of the literature and identify research gaps. Finally, a framework proposing upcoming research directions for the usage of immersive technologies in marketing is created.

This study examines consumer behavior related to Fast-Moving Consumer Goods (FMCG) in the rural areas of Patna district, focusing on the determinants of purchasing decisions. The study utilized a quantitative approach, incorporating structured surveys from 386 respondents. The analysis employs descriptive statistics to illustrate demographic and behavioral trends, supplemented by inferential statistics (correlation and regression) to assess the significance of different factors influencing brand loyalty. The results demonstrate that psychographic traits—such as lifestyle, personal values, and product perceptions—substantially affect brand loyalty (r = 0.842), while purchasing behaviors, including bulk buying and store preferences, exert a moderate influence (r = 0.348). Although price sensitivity exists, rural consumers emphasize quality and accessibility in their decision-making process. Conventional media continue to influence consumer behavior, although engagement through smartphones and platforms such as WhatsApp and YouTube is also increasing. Challenges persist, encompassing limited product availability, inadequate infrastructure, affordability concerns, and limited product awareness. The regression analysis indicates that psychological and behavioral factors collectively explain 71.9% of the variance in brand loyalty, underscoring a robust correlation. The research recommends that FMCG companies adopt hybrid marketing strategies, improve last-mile distribution, educate local retailers as brand advocates, and create product packaging that appeals to rural consumers. Policymakers are urged to enhance infrastructure and internet connectivity while promoting digital literacy. The study also suggests that subsequent research should explore gendered consumer perspectives, cultural factors, and the enduring digital adoption trends. This research enhances the burgeoning literature on rural consumer behavior in India, highlighting businesses' need to cultivate trust, improve accessibility, and integrate traditional values with modern marketing strategies to engage this dynamic market segment effectively.

While the globe is focusing more and more on green investments and sustainable finance, India has become a major leader in the world of green finance, necessitated by the urgent need to address environmental issues.  This paper aims to contribute to the existing literature by investigating the sustainable practices used by the Indian Banking system and investigating the relationship between sustainable practices and bank stability. This study conducted a bibliometric analysis of   50 publications from Scopus and 10 from Research Gate, mapping the evolving nexus between emerging technologies and sustainable practices. We will address how finance responds to this global call to action and adapts to the need for transitioning toward a sustainable economic and financial model. This involves providing concrete solutions and committed actions, giving rise to what is commonly known as sustainable practices in banking institutions in India. The objective of this paper is to comprehend the essential role of financial decisions in achieving sustainability, as well as the main tools or instruments used in the banking sector to contribute to the transition. transition. Our findings reveal an expanding research landscape with key themes. Policymakers, regulators, and financial institutions must align technological innovation with sustainability objectives to ensure that advancements contribute to the development of an equitable, resilient, and inclusive financial ecosystem. Finally, a brief recapitulation of the key points of this topic will be conducted, along with the main conclusions, prompting reflection on the impact and future of sustainable finance. Emphasis will be placed on the need to promote greater adoption of sustainable financial practices, with financial education playing an indispensable role.

The augmented growth of digital transaction in Indian financial system has deeply reformed the nation economic scenery. The analysis leverages insight from research paper, banking industry report and empirical data towards highlighted trends include financial inclusion, mobile banking in driving efficiency and technology innovation that reformed the digital payment system of India. This research paper reconnoitres the impression of digital payment ecosystem from 2019 to 2024 and mainly converging on key contributors such as the Unified Payment Interface (UPI), fintech innovation and regulatory policies which accelerating financial inclusion and digital transaction growth in the system. Leveraging analysis and supported data from various report published in duration of five years, this study analysis and identifies critical drifts, disruption and opportunity in the digital payment ecosystem. The study concludes by staging applied recommendation for financial institution to endure this digital uprising.

Emerging as a foundation of modern marketing plan in the age of digital transformation, artificial intelligence (AI) With particular attention on adaptive and predictive approaches, this review explores how marketing paradigms have developed under AI's influence. It examines how machine learning (ML), vast data analysis, and deep learning technologies have changed consumer interaction, campaign effectiveness, and strategic planning. This paper synthesizes ideas from more than 200 academic and commercial sources to examine the use of artificial intelligence across many marketing activities and point out major trends, tools, measurements, and problems. Real-world execution is shown in case studies from companies like Amazon, Netflix, Coca-Cola, and Salesforce. Forward-looking analysis of ethical issues, understandable artificial intelligence, and next marketing developments caps the review.

In the past decade Industry 4.0 and its component technologies have influenced all functional areas of business. Human Resource Management (HRM) has undergone significant transformation due to the adoption of industry 4.0 and thus the concept of HRM 4.0 was born. The present paper explores the nexus between HRM 4.0 and sustainability, emphasizing the importance of aligning human resource strategies with the goals of sustainable development. Drawing from an extensive review of current literature, the paper examines the role of advanced technologies, such as artificial intelligence (AI), big data analytics, and the Internet of Things (IoT), in shaping HRM practices that support sustainable business models. The paper further integrates concepts from Industry 5.0, which emphasizes the symbiotic relationship between humans and machines, and society 5.0, which envisions a human-centered society supported by digital innovation. By analyzing these paradigms, the paper highlights the potential for HRM 4.0 to drive high-quality development that balances economic growth with environmental stewardship and social equity. Moreover, the paper proposes future courses of action for HRM practitioners and researchers and policy makers. We conclude with recommendations for policy makers to support the integration of HRM 4.0 with sustainability objectives, ensuring that organizations contribute positively to the broader goals of high-quality development in an increasingly complex and interconnected world. This study not only advances the theoretical understanding of HRM 4.0 and sustainability but also provides a foundation for future research and practical applications in the context of Industry 5.0, High Quality Development and Society 5.0 an all.

Augmented Reality (AR) stands as a pivotal digital tool which changes how retailers serve customers in the advancing commerce domain. The article demonstrates how AR technology elevates customer connection then shapes their buying behavior to boost both sales performance and brand devotion metrics. Digital content placed over real environments through AR technology allows interactive product experiences combined with virtual fitting and immersive brand narratives. The leading retailers IKEA Sephora and Nike have deployed AR technology to create unique detailed retail engagements that unite offline shopping with online commerce. When customers can test products via AR technology before purchase it minimizes their uncertainty and product return frequency which in turn produces savings and delighted customers. By using AR businesses develop deeper customer affinity which enhances their presence compared to other market competitors. 150 sample respondents were selected for the study by using Simple random Technique. The implementation of AR solutions in retail requires overcoming major obstacles such as expensive development costs and technical restrictions and privacy problems. The article explores barriers during integration while presenting strategies to ensure integration success. AR will take a central position in retail developments because mobile technology advancement together with 5G connectivity and artificial intelligence keep accelerating. The research establishes AR's deep strategic significance because it represents a transformative technology that permanently transforms retail customer acquisition and retention practices.

This study explores the impact of demographic variables and behavioral biases on mutual fund investment decisions among academicians. With mutual funds becoming an integral part of individual investment portfolios, understanding how factors such as age, gender, income, academic background, and experience influence risk and return perceptions is crucial. The research highlights how these demographic characteristics intersect with behavioral biases—such as overconfidence, herd behavior, and loss aversion—to shape investment behavior and outcomes. Despite being knowledgeable, academicians are not immune to irrational decision-making driven by such biases. The findings aim to guide the development of personalized investment strategies and financial products tailored to the unique needs of academicians. Additionally, the study emphasizes the importance of targeted financial education programs to mitigate biases and improve financial literacy within this demographic. The insights gained can enhance investment decision-making processes and benefit both academicians and the broader investor community.

In the digital age, marketing strategies are increasingly shaped by data-driven personalization aimed at enhancing consumer engagement, loyalty, and conversion. However, this reliance on personal data has heightened public concern over privacy breaches, data misuse, and algorithmic surveillance. This paper explores the paradoxical relationship between personalization and privacy, examining how businesses leverage consumer data for targeted marketing while navigating evolving regulatory frameworks and ethical considerations. Drawing on recent empirical studies, industry practices, and privacy legislation such as the GDPR and CCPA, this research evaluates the trade-offs consumers make between personalized experiences and data privacy. It also highlights emerging trends in privacy-enhancing technologies (PETs), consumer trust mechanisms, and transparent data governance models that aim to reconcile business objectives with individual rights. The study proposes a framework for ethical personalization, emphasizing consent, control, and contextual relevance as pillars of trust-centric digital marketing. By investigating both consumer sentiment and organizational strategy, the paper provides insights into how marketers can align personalization efforts with responsible data stewardship in a landscape marked by growing digital skepticism.

The present conceptual research paper addresses how the digital marketing can contribute to the development of the performance of enterprises on the market that was designed to be eco-friendly, but makes its handicrafts. It examines how the use of such instruments as social media, SEO and e-commerce web resources enhance the level of visibility, customer turnover and gain in the background of increased environmental sensitivity. It is also outlined in the paper that sustainability-based branding is important, as transparency and ethical communication can contribute to a trustful relationship between the organization and a customer and long-term loyalty. There is a proposed conceptual framework which is between digital marketing abilities and eco-brand value offering, market responsiveness, engagement of the consumer and improvement of the profit margin. It also covers such pivotal challenges as lack of access to the digital world, the risks of greenwashing, and insufficient digital literacy especially in rural and artisan traditional communities. This study speaks to the importance of innovation and training programs and government or non-governmental support to digital inclusion. The possibility to relate marketing innovation to the concepts of sustainability allow this research to advance the creation of a sustainable and competitive digital environment of traditional handicraft companies. It provides theoretical reflection as well as practical implications to the policymakers, entrepreneurs and stakeholders who are involved in creative and sustainable business activities.

This study explores the role of green bonds in promoting sustainable finance in India by analyzing their financial performance and environmental impact compared to conventional bonds. Through detailed case studies of five leading issuers—YES Bank, L&T Infrastructure Finance, Tata Cleantech Capital, Indian Renewable Energy Development Agency (IREDA), and ReNew Power—the paper highlights green bonds’ contributions to clean energy projects and their strategic benefits. Findings suggest that while green bonds often offer slightly lower yields, they enhance corporate sustainability profiles and attract ESG-conscious investors. Key challenges include greenwashing, limited liquidity, and inconsistent impact reporting.

In order to attain universal elementary education (UEE), the Indian government created the Sarva Shiksha Abhiyan (SSA) in 2001.  Its foundations were international pledges to increase access to high-quality education as well as constitutional mandates. While SSA’s communication and outreach efforts made measurable contributions to enrolment and awareness, several structural and contextual challenges limited the program’s marketing efficacy in the Delhi NCR region. These challenges stemmed from demographic diversity, resource disparities, and weak institutional coordination across administrative boundaries.

Microfinance Institutions (MFIs), particularly NBFC-MFIs in India, have emerged as crucial agents of financial inclusion and socio-economic empowerment. However, the dual imperative of achieving financial sustainability while expanding outreach necessitates a comprehensive performance evaluation framework. This study presents an empirically grounded performance assessment model focusing on 86 NBFC-MFIs registered with the Reserve Bank of India as of June 30, 2023. Using a mixed-method approach, primary data from 124 institutional managers and secondary sources such as RBI reports were analyzed. Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to examine the interrelationships among ten key latent variables, encompassing both financial (e.g., ROA, OSS, Debt-Equity Ratio, Total Assets) and operational indicators (e.g., Active Borrowers, Operational Expense Ratio, Portfolio at Risk >30 days). The results highlight ROA and OSS as the most influential factors driving MFI performance, represented by the Gross Loan Portfolio. Active borrower count, total assets, and financial leverage also emerged as significant contributors. In contrast, inflation and borrowers per staff member were found to be statistically insignificant, suggesting a stronger influence of institutional factors over macroeconomic variables in the Indian context. The proposed model offers a holistic, data-driven tool for evaluating MFIs, aiding policymakers, regulators, and practitioners in formulating targeted strategies to strengthen operational efficiency and financial resilience. This research advances the microfinance literature by offering a scalable, context-sensitive model that integrates multiple performance dimensions. It bridges theoretical frameworks with practical application, enabling nuanced decision-making across the sector. Future research may expand the model to include social performance metrics, longitudinal trends, and cross-country comparisons to further refine MFI evaluation practices and support the global mission of inclusive financial growth.

This study investigates the key factors influencing college students' intention to use Buy Now, Pay Later (BNPL) services. BNPL has emerged as a popular alternative payment method, particularly among younger consumers. Using a mixed-methods approach, we surveyed 110 college students. The study applied the Unified Theory of Acceptance and Use of Technology (UTAUT) as a theoretical framework, extended with additional constructs Materialism and Trust relevant to BNPL adoption. Results indicate that Social Influence and Materialism significantly impact students' intention to use BNPL. Additionally, Simpl Pay and Lazy Pay are the most preferred BNPL services among college students. Concerns about debt accumulation and hidden fees emerged as potential barriers. The findings provide valuable insights for financial institutions, policymakers, and educators in understanding and addressing the factors driving BNPL usage among college students. This research contributes to the growing body of literature on financial technology adoption and young adult financial behavior

The positive effects of corporate social responsibility (CSR) have been widely recognized. Employee performance is a key driver of organizational growth. This paper aims to evaluate the impact of CSR on employee performance in the Mumbai region. Structural Equation Modeling (SEM) using SMART PLS was employed to analyze the data. The findings of this study indicate that there is a significant productive relationship between CSR on employee performance. Further studies can be conducted using mediating construct and building a higher order model.

The integration of Artificial Intelligence (AI) into teacher training programs is reshaping the educational landscape by offering dynamic, personalized, and data-informed learning experiences. This research paper investigates the transformative potential of AI in enhancing pedagogical effectiveness among pre-service and in-service teachers. It explores how AI tools—such as intelligent tutoring systems, adaptive learning platforms, virtual teaching assistants, and data analytics—can support the development of instructional strategies, classroom management skills, and reflective teaching practices. Drawing on both theoretical frameworks and current empirical studies, the paper examines the effectiveness of AI-powered simulations, automated feedback systems, and real-time analytics in developing core teaching competencies. The study also addresses the role of AI in promoting individualized learning pathways for teacher trainees, enabling more responsive and differentiated professional development. Furthermore, the research explores how AI can bridge the gap between theory and practice by facilitating immersive micro-teaching environments and evidence-based self-assessment. Key challenges such as ethical considerations, data privacy, algorithmic bias, and the digital divide are critically analyzed to ensure responsible and equitable integration of AI in teacher education. The paper highlights the importance of aligning AI applications with pedagogical goals and underscores the need for digital literacy among teacher educators. Findings suggest that, when implemented thoughtfully, AI has the capacity to enhance teacher agency, scaffold instructional design, and support continuous improvement in teaching practice. The research concludes with recommendations for policymakers, institutions, and educators to foster AI-informed teacher training ecosystems that are ethical, inclusive, and effective.

Digital revolution in the Indian banking sector has created a new space of financial inclusion particularly in the rural areas. This paper examines these behaviours, perceptions, and the issues relating to adoption of digital banking service among the rural Indian customers of Jharkhand. The study is based on the secondary literature and survey methodology where four determinants best described as the digital literacy, perceived ease of use, perceived risk, and infrastructural accessibility are examined. The results indicate that mobile banking is recorded as the most popular digital service among the rural customers, internet banking and e-wallets are not popular because of both technological and psychological inhibitions. The most relevant predictors of intention to adopt digital banking are listed in statistical analysis to be digital financial literacy and perceived ease of use. On the other hand, lack of good connection and fear of online fraud do a lot of the deterrence to them. Digital engagements are determined by demographic factors age, education, and income, among other factors, to a significant level. As this research indicates, there is a need to focus attention on specific initiatives capable of eliminating infrastructural gaps as well as behavioural paralyses. Inclusion of digital banking in Jharkhand can be speeded up by increasing digital literacy and establishing trust among the rural people on local scale by the policymakers and financial institutions. The contribution of the paper is apparent in the enhancement of knowledge in relation to the behaviour of rural banking and the practical ideal as far as sustainable financial transformation is concerned

Cultural diversity has emerged as a key driver of innovation, resilience, and long-term performance in the banking business. In culturally diverse and heterogeneous regions such as the north eastern part of India, particularly Assam, such variation is critical in human resource management from the standpoint of researchers, policymakers, and business owners alike. This study looks at how cultural diversity affects organisational performance in Assam's private sector banks. It investigates employee views, managerial practices, and institutional frameworks surrounding inclusion, innovation, and engagement.A structured questionnaire was distributed to 547 workers from several banks in Assam, and the results were analysed using descriptive statistics, correlation analysis, ANOVA, chi-square testing, and multiple regression.  As perfield study, the majority of employees view cultural diversity as a strategic asset that improves decision-making, trust, productivity, innovation, and employee engagement. However, shortcomings were found in the official implementation of inclusive employment policies, diversity training, and bias downsizing strategies. While the importance of local language integration is widely acknowledged, particularly in customer service positions, diversity at the leadership and policy levels remains inconsistent. Statistical investigation demonstrated that perceived diversity, managerial commitment to inclusion, and the availability of diversity training are all strong predictors of higher organisational success. The study indicates that institutional support and inclusive management of cultural diversity improves not only personnel outcomes, but also organisational adaptability and customer alignment. The study makes specific recommendations for policy creation, leadership training, inclusive recruitment, biased downsizing, and regional initiatives. These findings are especially important for banking organisations functioning in socio-culturally varied areas, where connecting internal diversity with external community demands can provide a long-term competitive advantage.

This study examines how digital engagement, destination branding, and stakeholder integration all work together to make travel destinations more competitive, with an emphasis on regional development in India.  Using a mixed-methods approach that combines qualitative content analysis and quantitative surveys, the study explores the connections among digital tools like social media and digital storytelling, branding efficacy, and stakeholder collaboration.  Stakeholder integration increases destination branding, which in turn increases competitiveness; digital engagement amplifies these impacts. These significant positive correlations are validated by confirmatory factor analysis and structural equation modeling (SEM).  Stakeholder collaboration creates a common vision and trust, branding creates emotional bonds through cultural and experiential marketing, and digital engagement increases visitor pleasure and reach, according to key studies.  However, the study also points out that the destination branding construct's reliability has limitations, indicating the need for better measuring instruments.  For policymakers and tourist managers looking to boost regional tourism competitiveness, the research offers practical insights and a strategic framework for sustainable, creative, and digitally-driven tourism development.

Meghalaya is a top location for the expansion of ecotourism because of its lush environment, breathtaking waterfalls, and profusion of wildlife. This study seeks to understand how ecotourism fits into the broader framework for managing sustainable travel by investigating the viewpoints of Meghalayan people as well as visitors. The region's success as an ecotourism destination depends on knowing tourists' inclination for outdoor activities and making effective use of Meghalaya's ecotourism resources in marketing initiatives. As a result, this may provide steady revenue for conservation initiatives and enhance the well-being of the neighbourhood. Data on viewpoints and experiences with ecotourism in Meghalaya will be gathered by means of surveys and interviews with both indigenous locals and tourists. Based on the examination of this data, scholars may evaluate the benefits and limitations of the current ecotourism offerings and provide recommendations for improvements. Meghalaya has the potential to become a leader in sustainable tourism and ensure the preservation of its unique biodiversity for future generations by increasing its understanding of the variables that attract visitors and implementing effective tactics to showcase its natural wonders.

Influencer marketing has emerged as a vital strategy for brands seeking to connect authentically with targeted consumer segments. While mainstream markets have seen significant adoption of influencer partnerships, there is limited research on their effectiveness in niche markets characterized by specialized audiences and unique consumption patterns. This study explores the effectiveness of influencer marketing in niche markets by examining engagement metrics, perceived credibility, brand awareness, and purchase intention. Through an analysis of recent case studies and empirical data, the research highlights how micro- and nano-influencers can deliver higher engagement rates, trust, and conversion efficiency within niche communities compared to macro-influencers. The findings suggest that tailored content strategies, authenticity, and community alignment are crucial drivers of influencer marketing success in these markets. This paper contributes to the strategic understanding of influencer selection, message framing, and measurement approaches for marketers targeting niche segments.

In an era where algorithmic personalization collides with rising consumer skepticism, marketing transparency has emerged as both a competitive asset and a financial gamble. This study investigates the financial implications of transparency-driven marketing strategies in digital marketplaces, where consumers are increasingly empowered by information, social proof, and data protection awareness. While transparency is often heralded as a pathway to brand trust and ethical alignment, the economic trade-offs—ranging from higher operational disclosure costs to reduced profit margins in pricing transparency—remain underexplored. Using a primary data approach, this paper develops and tests a structural model connecting key transparency constructs—Data Disclosure, Ethical Pricing Clarity, Influencer Authenticity, and Algorithmic Accountability—to Consumer Trust and Firm Financial Outcomes. The results, drawn from a survey of 200 digital-first companies and 150 active digital consumers, reveal that while transparency does enhance consumer trust significantly, its financial payoff is conditional. Firms that balance transparency with perceived value, emotional resonance, and contextual authenticity are more likely to enjoy higher customer lifetime value (CLV), lower churn, and higher net promoter scores (NPS), whereas over-disclosure without relational framing can lead to consumer fatigue or price sensitivity. The study also highlights the moderating role of brand legacy and platform type—suggesting that start-ups and challenger brands may gain more from radical transparency than established players. Ultimately, this paper proposes a nuanced view: transparency is not a linear investment but a dynamic trust economy, where the currency is credibility and the return lies in loyalty, advocacy, and strategic vulnerability. The research offers a roadmap for marketers and strategists aiming to align transparency with profitability in the hyper-scrutinized digital age.

As global markets grapple with mounting environmental crises, social inequalities, and shifting stakeholder expectations, the business landscape is undergoing a profound redefinition—one where financial performance is no longer enough. This paper explores the intersection of ESG (Environmental, Social, Governance) finance, ethical commerce, and strategic branding to propose an integrated model of purpose-driven profitability. Using primary data collected from 175 multinational firms and 220 ethical consumers across three continents, the study investigates how ESG-aligned financial decisions and ethically anchored branding strategies interact to drive trust, loyalty, and sustainable returns. Structural Equation Modeling (SEM) is employed to assess the relationships among constructs such as ESG Integration, Brand Purpose Clarity, Ethical Consumption Alignment, and Investor Confidence. The results reveal that firms with clear purpose narratives embedded in their ESG frameworks experience enhanced stakeholder trust, reduced reputational risk, and increased capital inflow—especially when their ethical claims are consistently translated into operational behaviors and brand messaging. Interestingly, the study finds that authenticity and coherence across ESG disclosures and consumer-facing narratives are more influential than ESG scores alone. Moreover, the moderating role of cross-market sensitivity indicates that what constitutes “ethical” varies significantly across cultures and industries, challenging brands to localize their global purpose strategies. This paper argues that profitability and purpose are not mutually exclusive but co-evolving forces, and that the new competitive edge lies not in greenwashing or virtue signaling but in deeply integrated, stakeholder-driven brand ecosystems. The research offers a strategic roadmap for firms aiming to align investor value with societal benefit, proving that in a post-growth economy, the most enduring profits are those made with purpose.

This paper explores the critical intersection between top-tier corporate strategy and grassroots economic inclusion, proposing a comprehensive framework that redefines how market engagement can foster broad-based prosperity. In an era where economic inequality continues to widen despite record-level innovations and capital growth, the disconnect between boardroom decision-making and on-the-ground market realities has never been starker. Using a mixed-methods approach grounded in primary data from both corporate leaders and small-scale entrepreneurs, this study investigates the dynamics of inclusive growth through a lens of market access, supply chain equity, localized innovation, and participatory branding. The findings reveal that companies embracing inclusive market strategies—defined as business models that integrate microentrepreneurs, rural artisans, gig workers, and informal vendors into formal value chains—demonstrate not only enhanced reputational capital but also improved resilience, community loyalty, and diversified revenue streams. The proposed model positions “inclusive economic growth” not as an act of CSR or philanthropy but as a strategic lever, emphasizing the integration of low-income consumer segments and informal producers into the economic mainstream through scalable, mutually beneficial partnerships. Structural Equation Modeling (SEM) was used to empirically validate the relationships between top-down strategy and bottom-up participation, highlighting the importance of adaptive pricing, accessible financing, culturally aware marketing, and ecosystem-level investment. By bridging the symbolic gap between corporate boardrooms and traditional bazaars, the study offers a roadmap for equitable market expansion rooted in empathy, contextual intelligence, and strategic co-creation. The research concludes that sustainable competitiveness in emerging economies now depends on a brand’s ability to democratize its market presence—transforming transactional commerce into inclusive economic stewardship.

The explosive growth of digital commerce has ushered in a new frontier of consumer convenience, platform scalability, and operational agility. Yet beneath the gleam of rapid expansion lies a sobering reality: unsustainable profit margins, erratic cash flow models, and a persistent lack of fiscal discipline across much of the e-commerce ecosystem. This paper introduces an integrated framework that reconciles growth-centric digital strategies with the rigorous principles of financial sustainability. Drawing on primary data collected from mid-to-senior level managers in digitally native and omnichannel enterprises, the study leverages Structural Equation Modeling (SEM) to explore the interdependencies among cost governance, pricing strategy, data-driven financial planning, and digital operational efficiency. The findings reveal that firms prioritizing fiscal transparency, real-time budgeting controls, and dynamic margin optimization are significantly more likely to achieve long-term profitability in volatile online markets. The research proposes a triadic model of digital financial discipline comprising strategic liquidity management, scalable unit economics, and AI-enabled cost forecasting as the cornerstones of sustainable digital commerce. Beyond offering empirical validation of these variables, the study contributes a conceptual architecture for decision-makers to design digitally intelligent yet financially grounded business models. By balancing the speed of digital transformation with the discipline of long-term value creation, the paper advocates for a paradigm shift—from hypergrowth at all costs to sustainable scaling with fiscal stewardship. In the emerging digital economy, those e-commerce players who master the art of operational efficiency without compromising financial clarity will define the new benchmarks for resilience, investor confidence, and customer loyalty.

This scholarly disquisition undertakes a rigorous postcolonial exegesis of the intricate epistemologies underpinning identity and hybridity within Nirad C. Chaudhuri’s seminal works, The Continent of Circe (1965) and Thy Hand, Great Anarch (1987). Anchored predominantly in Elleke Boehmer’s sophisticated theorization of mimicry as “a strategic performance that reverberates with and subverts colonial authority, exposing its precarious fragility” (Colonial and Postcolonial Literature, 86), this investigation interrogates Chaudhuri’s Anglophilic proclivities as a performative transgression that destabilizes the binary edifice of colonizer and colonized. The analytical framework is enriched by Homi K. Bhabha’s conceptualization of the “third space” as a liminal crucible of cultural negotiation (The Location of Culture, 55), Edward Said’s critique of imperial cultural hegemony as a discursive apparatus of domination (Culture and Imperialism, 9), and Gayatri Spivak’s perspicuous scrutiny of subaltern enunciative constraints (“Can the Subaltern Speak?”, 284). Augmented by Ian Almond’s interstitial hermeneutics, Ashis Nandy’s exposition of the colonial “intimate enemy,” Bill Ashcroft’s articulation of hybridity’s transformative potency, Ranajit Guha’s deconstruction of historiographical subjugation, and Partha Chatterjee’s delineation of derivative nationalism, the study situates Chaudhuri’s oeuvre within a polyphonic epistemic constellation. Through meticulous textual exegesis, this paper elucidates how Chaudhuri’s hybrid identity—forged at the confluence of veneration for British intellectual paradigms and a critical disavowal of their legacies—constitutes a mimetic transgression that reconfigures postcolonial subjectivity. In The Continent of Circe, his excoriation of Indian societal torpor through a colonial lens exemplifies Boehmer’s assertion that “mimicry unveils the artificiality of colonial authority by appropriating its semiotics” (Colonial and Postcolonial Literature, 93), while Thy Hand, Great Anarch extends this critique to the postcolonial state’s perpetuation of imperial hierarchies, as Boehmer notes, “cloaked beneath the rhetoric of emancipation” (145). The investigation contends that Chaudhuri’s interstitial agency, though circumscribed by his elite emplacement, disrupts monolithic cultural narratives, aligning with Bhabha’s postulate that “hybridity revalues colonial identity through iterative displacement” (The Location of Culture, 162). This disquisition contributes to advanced postcolonial discourse by illuminating the dialectical interplay of mimicry, hybridity, and identity, inviting further scholarly forays into the epistemic ramifications of Anglophilic transgression in the postcolonial milieu. 

Change is the law of nature” so does the modern banking system. In the era of 21st century where the dominance of information technology is at peak, the new form of business model has evolved paving way to new products and services in the banking industry. The basket of products and services offered in the name of E-banking is creating tremendous outcomes in the form of retaining the customers and enhancing the customer base. Though there is new inventions and innovations in the services offered by the banks, there exist a disparity in the services enjoyed by the customers. As a trickle-down effect, it is very significant to understand the level of knowledge on E-banking by the undergraduate students, so that necessary policies can be framed. The primary research is employed to determine the knowledge of college going under graduate students on E-banking services.

Emotional design has become a potent tool in today's cutthroat market for influencing consumer perception and purchasing decisions. The psychological effects of emotional design components, specifically, colour and layout, used in visual advertisements are investigated in this conceptual study. The paper explores how visual stimuli can elicit emotional responses that result in cognitive processing, brand recall, and ultimately purchase decisions, drawing on theories of visual communication, colour psychology, and consumer behaviour. As an emotional cue, colour elicits associations and affective reactions, and layout establishes the message's clarity and ease of visual navigation—both of which have a major impact on persuasion and customer engagement. In order to give a thorough grasp of how visual design affects consumer behaviour on a psychological and emotional level, the study synthesises findings from earlier empirical research and theoretical frameworks. In addition to providing useful insights for marketers and advertisers to create visually compelling and impactful content, this paper seeks to lay the groundwork for future empirical studies.