The study examined how a traditional and emerging user-generated content (UGC) influences brand image, brand reputation and purchase intention in the FMCG sector. Its objectives will be the assessment of the direct effects of the traditional UGC, the mediating effect of the new UGC and how the brand is perceived as a factor in influencing the consumer behavioural consequences. The study involved the collection of quantitative survey research through the mixed-method framework and the analysis using the PLS-SEM and qualitative understanding of the interview as intended among the consumers in the Delhi NCR. The results showed that the construct reliability is high and that the two types of UGC do play a significant role in the brand image and reputation that subsequently results in increasing the purchase intention. These connections are also supported by the emergent UGC that makes them more real and involved. The recommendations indicate that UGC is one of the most important communication channels and tools in the way consumers make judgments about the brand. The study concludes that diversified UGC formats, strategically integrated into a plan, would increase the trust, brand equity, and have a positive effect on purchasing behaviour.

The rapid integration of generative AI (GenAI) in higher education institutions (HEIs) presents both opportunities and challenges for faculty members, who often face high workloads, stress, and risks of burnout. This study positions GenAI not merely as a teaching or research aid but as a strategic analytics tool to proactively enhance faculty wellbeing and organizational commitment. By leveraging GenAI's advanced capabilities in natural language processing, predictive modeling, and data synthesis, institutions can deploy analytics-driven applications to monitor workload patterns, detect early signs of burnout (e.g., through sentiment analysis of faculty communications or anonymized survey data), and generate personalized recommendations for time management, resource allocation, and professional development. GenAI can automate routine administrative tasks—such as report generation, grading support, and curriculum drafting—freeing faculty time for meaningful teaching, research, and self-care activities, thereby reducing technostress while amplifying efficacy and autonomy. Drawing on theories of job demands-resources and self-determination, the research examines how GenAI-enabled analytics foster psychological needs satisfaction (autonomy, competence, relatedness), leading to improved emotional wellbeing (lower stress, higher happiness and energy) and stronger affective commitment to the institution. Empirical insights from surveys and case studies in diverse HEI contexts reveal that strategic, ethical deployment of GenAI—supported by institutional policies, training, and privacy safeguards—yields significant gains in faculty retention, job satisfaction, and engagement. However, unbalanced adoption risks exacerbating inequities or workload intensification. Ultimately, this paper argues that viewing GenAI as a strategic analytics instrument enables HEIs to cultivate healthier, more committed faculty communities, aligning technological innovation with human-centered organizational goals for sustainable academic excellence.

The focus of this paper is to analyze the impact created by the promotion of green marketing on the purchase intention of Indian consumers with respect to their cultural, geographical, ethical, gender, instructional and age background. This study enhances the construct and usefulness of green marketing. The results explains that price has the major role in influencing consumers from different background and young adults are more inclined towards green purchase due to environmental awareness. It was also discovered that eco-friendly items and green marketing methods had a beneficial relationship. Environmental knowledge is connected to age and education. The outcome may be advantageous for managers, marketers, and the new emerging markets to germinate suitable green marketing strategies to fulfill the demands of consumers according to the dynamic environment. The results suggest that green marketing strategies can be effective in influencing consumer behaviour in the Indian market, but their effectiveness may vary depending on the socio-demographic characteristics of the target audience. This paper provides valuable insights for businesses seeking to promote environmentally friendly products in India and suggests the need for a more nuanced understanding of the consumer behaviour in the context of green marketing. This might even be instrumental for research purpose to attribute any findings relating to the abstracted model of green marketing. The research method for this study is conceptual modelling and literature review.

Sentiment analysis is the task of identifying the affective orientation of textual content and classifying it into predefined sentiment categories such as positive, negative, or neutral. With the rapid growth of social media usage in India, large volumes of politically relevant and code-mixed Hindi–English text are generated, particularly during regional elections. The Bihar Assembly Election 2025 witnessed extensive online discussions containing informal, transliterated, and context-dependent political expressions. Accurately interpreting such code-mixed discourse is essential for understanding digital public opinion. This work presents an NLP-based framework for analysing approximately 167,000 Reddit comments related to the Bihar Assembly Election 2025. The proposed framework performs sentiment polarity classification along with fine-grained emotion extraction, including trust, anticipation, anger, and fear. Experimental results reveal distinct sentiment distributions across political parties and increasing sentiment volatility during the campaign phase. The study demonstrates the effectiveness of language-aware NLP techniques for modelling regional political discourse in Indian code-mixed social media settings.

The COVID-19 pandemic constituted a sizable mission to higher education and compelled educational institutions around the globe to suddenly shift to virtual learning approach. Higher education institutions are consistently challenged by the problem of generating satisfaction in virtual learning experiences which adhere to the new norms. The goal of the study is to assess the effectiveness of virtual learning across students pursuing management studies for scoring academic     performance. Effectiveness is assessed by identifying various factors that influence quality in virtual education and then building a framework for analyzing the interaction amongst factors using Interpretive Structural Modeling approach. The factors were given categories according to their driving and dependence power. Self-efficacy and resistance to change are the factors which are at the base of the framework, suggesting higher driving power. Stress management and student motivation are the factors which are at the top of the hierarchy, suggesting higher dependence power. The method put forward gives the academic institutions a better comprehension of the measures which have maximum affect on academic performance in effective virtual education in management institutions across Delhi NCR.

As a global reporting language, India is keen to adopt International Financial Reporting Standards (IFRS) and make it mandatory for its own domestic companies. As per the announcement by MCA and NACAS it becomes mandatory in India for the Indian Companies. When a new accounting standard is adopted by a country for reporting financial statement of its own domestic companies, it may have an impact on the quantitative features of financial statement especially for the asset portion of the financial report.

Education has long been recognized as a powerful instrument for social transformation, particularly in empowering women and fostering leadership capabilities. Saint Kuriakose Elias Chavara’s educational vision emphasizes value-based education, inclusivity, moral leadership, and holistic human development. Educational institutions inspired by this vision aim not only at academic excellence but also at nurturing socially responsible and self-reliant individuals. The present study examines the extent of institutional alignment with Saint Chavara’s educational vision and analyzes its impact on women’s leadership development and career aspirations in Madhya Pradesh. Using a mixed-method research approach, the study assesses institutional practices, pedagogical strategies, mentoring mechanisms, and value-oriented initiatives that contribute to women’s empowerment. It further explores how such alignment influences women’s confidence, decision-making abilities, leadership competencies, and long-term career goals. The findings of the study are expected to provide valuable insights into the role of value-driven educational institutions in shaping women leaders and enhancing their career aspirations, thereby contributing to inclusive development and gender equity in the state.

Evidence-based practise (EBP) integration into clinical practise has become a necessity in guaranteeing high-quality care provision and best health outcomes. Continuous Medical Education (CME) is an important tool to renew the knowledge of the paramedical staff and enhance the implementation of the evidence-based clinical practises. This empirical research therefore examines the effect of CME on the adoption of evidence-based practise in paramedical workers in the health care sector. The study considers five important aspects of CME impact, namely, knowledge of evidence-based practise principles, research evidence critical appraisal skills, access to clinical evidence resources, organisational culture that promotes EBP, and utilisation of research evidence in clinical decision-making. On the background of a quantitative research design; descriptive analytical, primary data were gathered using a structured questionnaire which was distributed to 200 paramedical professionals sampled using the simple random sampling method. The tool assessed the answers in terms of a five-point Likert scale and exhibited a good level of reliability whereby the Cronbach alpha coefficients were more than 0.70. The analysis of the data was done with the help of SPSS where descriptive statistics, Pearson correlation analysis and simple linear regression were applied. The results indicate that the five CME dimensions have statistically significant positive effects on the implementation of evidence-based clinical practises at 5 per cent of significance level. The strongest predictor was application of the research findings in clinical decision-making (54.8 percent), knowledge of EBP principles (51.2 percent), critical appraisal of research evidence skills (47.6 percent), organisational culture supportive of EBP (43.9 percent) and access to clinical evidence resources (40.3 percent). All the dimensions yielded large effect sizes, as indicated by the Cohen f 2 values, and they portend a large practical value. As a result, the null hypotheses were rejected and alternative ones accepted, which provided strong empirical evidence of the positive effect of CME on implementation of evidence-based practise. The research arrives at the conclusion that successful CME programmes need to fully cover the knowledge creation, skills acquisition, accessibility to resources, organisational culture change, and support of practical implementation to promote evidence-based clinical practise among paramedical employees. The findings are useful to healthcare administrators, CME planners, and policymakers who can use the findings to improve the quality of clinical care by systematically incorporating research evidence into practise. It is suggested that structured EBP training modules be developed as part of CME programmes, the accessibility of evidence databases, is maintained, supportive organisational climate should be created, and measures to translation of research knowledge into clinical practise established.

Micro-, Small and Medium-sized Enterprises (MSMEs) are critical to the global economy, generating some -50% of global GDP and 70% of global employment. The paper discusses the relevant connection of MSMEs with the Sustainable Development Goals (SDG) and particularly SDG 8 – Decent Work and Economic Growth and SDG 9 – Industry, Innovation and Infrastructure, as these goals correlate directly with objectives of providing employment, promoting economic inclusion or innovation, which are primarily the main domain of MSMEs. MSMEs face a myriad of challenges including limited access to finance, markets, and sustainable technology. Small enterprises are unable to adopt renewable energy solutions, energy-efficient manufacturing processes and waste management systems due to high initial costs and lack of technical knowledge, for example. However, a data-backed analysis from this research explains the contribution and challenges of MSMEs the 70% share of employment globally, barriers to financing and lack of technology adoption, etc. The study includes an assessment of global datasets on employment, contribution to GDP and sustainability practices, as well as a survey of regional-level case studies. The analysis of this study is complemented with policy recommendations on enhancing MSMEs impacts on the SDGs, including improving access to green technologies and engaging in strengthening global market linkages. The study also provides policy recommendations that may improve their contribution to the SDGs.

Employability is increasingly understood as a multidimensional construct that extends beyond technical knowledge and cognitive abilities to include behavioral and communicative competencies essential for professional readiness. Among these competencies, non-verbal communication plays a critical role in shaping workplace interactions, professional perceptions, and overall employability outcomes, yet it remains inadequately operationalized within existing assessment models. The objective of this paper is to develop a structured framework for the assessment of non-verbal communication as a key component of professional readiness. Drawing on interdisciplinary literature from employability studies, communication theory, and organizational behaviour, the study identifies core non-verbal dimensions—including body language, facial expressions, eye contact, posture, professional appearance, and paralinguistic cues—and translates them into clearly defined, assessable indicators. The proposed framework offers a systematic approach to evaluating non-verbal communication competencies, enabling more consistent, objective, and holistic employability assessments. By operationalizing non-verbal communication for assessment purposes, this paper contributes to a more comprehensive understanding of employability and provides practical implications for educators, trainers, recruiters, and policymakers focused on enhancing professional readiness and workforce preparedness.

In our ancient granthi, we have “यत्र नार्यस्तु पूज्यन्ते रमन्ते तत्र देवता: shloka. It means Women’s are God, they are powerful. Their economic decisions, income, and property, all these things together, can change the situation. These days, women are working in every sector. Women are doing quite well in business. While working, they face many problems, like office politics, stressful work environment, time management issues, health problems, support, etc. Women’s empowerment refers to increasing and improving women's economic, Social political and legal strength. To ensure equal rights to women and to make them confident enough to claim their rights. The author has studied women’s rights, Acts, education level, income level, and their development in this research. As we know at the time of 1947 there were Nandini Satpati, Sushila Nayar, Champa Limaye and Vijayalaxmi Pandit these ladies were powerful in politics. In 1980 our focus was women's education, health, and malnutrition. Slowly India was thinking about Education, Earning, Social development etc. There we have started thinking about women's empowerment. Author have checked the condition of women through women's empowerment.

This research paper examines the critical intersection of equal employment opportunity (EEO) practices and talent retention for female millennial workers in the information technology (IT) industry. Drawing on a comprehensive review of 30 highly relevant scholarly sources, this paper synthesizes empirical evidence on how organisational EEO interventions, policies, and workplace conditions influence the retention of women in IT, with particular attention to the millennial generation. The analysis reveals that while women remain significantly underrepresented in IT—comprising only 20-25% of the workforce—their attrition rates are substantially higher than men's, with women leaving IT careers at twice the rate of their male counterparts, often within the first 12 years of employment. Key findings demonstrate that effective retention strategies must address multiple organizational dimensions: flexible work arrangements and work-life balance support, equitable compensation and career advancement opportunities, inclusive organisational culture and leadership commitment, mentoring and professional development programs, and structural interventions that mitigate gender-based barriers. For millennial women specifically, motivational anchors related to competencies, life system balance, accomplishment, service, and security prove particularly salient. Organizations that implement comprehensive, multi-faceted EEO interventions demonstrate improved retention outcomes, though effectiveness varies based on implementation quality and organizational context. This paper provides evidence-based recommendations for IT organizations seeking to enhance gender diversity and reduce costly turnover among female millennial talent.

The widespread adoption of social media platforms has reshaped marketing practices and accelerated the growth of online retail worldwide. Social media is no longer limited to brand communication but has evolved into a powerful commercial ecosystem that directly influences consumer purchasing behavior. This study examines the impact of social media marketing (SMM) on online sales growth by analyzing the influence of content quality, influencer marketing, advertising, brand interaction, and user-generated content on consumer decisions. A quantitative cross-sectional survey design was employed, and data were collected from 250 consumers who had engaged in online purchasing due to social media influence in the last six months. Descriptive statistics, correlation analysis, and regression analysis were used to test the relationship between SMM and online sales growth. The results indicate a strong positive correlation between social media marketing and online sales performance (r = .71, p < .01). Regression findings reveal that SMM explains 46.8% of the variance in online sales growth (R² = .468), confirming its strong predictive power. Among the components studied, influencer marketing and content quality emerged as the most influential factors affecting consumer purchase behavior, while paid advertising displayed comparatively lower impact. The findings further indicate that engagement-related mechanisms and consumer trust are important explanatory factors associated with social media–driven purchasing behavior. The study contributes to existing literature by extending the analysis beyond purchase intention and linking social media marketing directly to measurable business outcomes. The results offer practical insights for marketers, digital strategists, and business leaders seeking to leverage social platforms for sustainable revenue growth.

Driven by cloud computing, Internet Protocol (IP) workflows, and software-defined media architectures, the global broadcast industry is entering a period of profound change. Traditional broadcast operations, which rely heavily on on-premises hardware, are becoming increasingly tied down by high capital expenditure, limited scalability, and operational inflexibility. Cloud-based media production as a disruptive paradigm has established itself in broadcast, enabling broadcasters to virtualize news production, live playout, asset management, and distribution across geographically dispersed teams. This review takes a critical view of cloud-based media production in relation to the future of broadcast technology and operations in the context of Newsroom Computer Systems (NRCS) such as Octopus, Dalet, etc.; video automation platforms provided like Imagine Communications and GV; hyperscale providers of cloud services such as Amazon Web Services (AWS), Microsoft Azure, and Oracle Cloud Infrastructure. Adopting a qualitative analytical approach and taking lessons from successful case studies in the field, this manuscript reveals how cloud-based media production allows for superior scalability, cost efficiency, operational resilience, and multi-platform integration. The results demonstrate that cloud-based production is not an experimental alternative – it is a strategic necessity for TV and radio broadcasters on the path of convergence in the digital age as well as remote and multi-platform production and content delivery.

The choice of scale is an important part of the empirical research process because the selection of measurement methodology directly determines the reliability, validity and predictive power of the research results. One of the most controversial topics of measurement theory is whether to use the single item scale or the multi-item scale. Multi-item measures have long been considered as the most psychometrically sound, however, single-item measures are becoming increasingly popular because of their simplicity, lower respondent burden and in time- or resource-intensive studies. The paper will discuss the predictive validity between single and multi-item measures in empirical research. Based on the methodological literature and current practices, the paper examines the effect that choice of scale has on predicting outcomes, accuracy of measurement and efficiency of research. A conceptual approach is offered to draw parallels between the two approaches based on predictive performance measures like the strength of correlation, the strength of explained variance and model stability. The results and discussion synthesize the findings of previous empirical studies, which provide conditions in which single-item measures can work well to be comparable to multi-item scales. Practical limitations are those associated with construct complexity, measurement error and contextual sensitivity. Lastly, the paper presents the research directions in the future that include hybrid measurement models, domain-specific validation, and incorporation of advanced analytics to improve scale selection decisions in empirical research.

One of the strongest digital marketing strategies has been revealed to be influencer marketing especially in markets that are socially connected like India. As social media platforms are growing fast, the brands are turning to social media influencers to influence consumer attitudes and purchase intentions. This research will evaluate the efficacy of influencer marketing in intention to purchase products by the Indian consumers based on the following influential factors, including influencer credibility, attractiveness, trustworthiness, expertise, and content authenticity. A structured questionnaire that was used to administer to the Indian social media users was adopted as a quantitative research design. The correlation between influencer related attributes and consumer purchase intentions was statistically analyzed using statistical methods. The results show that credibility and perceived authenticity among the influencers is a major factor in influencing the consumer to buy the endorsed products, and that influencer popularity is not enough to ensure effectiveness. The research provides useful lessons to marketers who want to make the best use of the influence of the Indian market to conduct campaigns. The study has limitations in the scope in terms of sample size, geographic area, and use of self-reported data. The model can be extended through future studies that include longitudinal analysis, platform-specific behaviors, cross-cultural comparisons, and so on to have a better understanding of the effectiveness of influencer marketing.

Hardworking and talented personnel are the key to organisational sustainability and success, enable an organisation’s success and play a vital role in achieving its goals, objectives and mission. Thus, talent management has not only emerged as a very important function to improve the performance and long term sustainability of an organisation but as well as retaining, nurturing the talent  by attracting the right and bright human capital, while having a crucial role in succession planning. Talent management also reduces recruitment costs by lowering employee turnover. It is a process to attract, identify and develop the right human resources for desirable and suitable positions along with creating an atmosphere of effective leadership which will further improve the morale, engagement and performance in achieving the long-term goal and organisational objectives. Organisations should focus more on Inclusive talent development through proper identification, training and meaningful engagement of human resources. Literature reviews clearly suggest that the positive attitude of employees nurtured through inclusive talent management helps to improve the sustainable organisational performance. The more the employees are engaged, the more satisfied and productive they become. By aligning with their long-term goals, inclusive talent management practices and the corporate sector can successfully create an atmosphere of job satisfaction, motivation and enhanced productivity which will lay a strong foundation for effective succession planning in times to come.