This study investigates the dynamics of social media marketing and its effect on consumer buying patterns, focusing on how digital engagement influences purchasing decisions across different demographic groups. As social media platforms continue to expand, they have become powerful channels shaping consumer preferences, driving brand visibility, and guiding decision-making. Using a descriptive, correlational, and quantitative research design, data were collected from 202 social media users in Kathmandu through a convenience sampling method. The findings reveal that Instagram and Facebook are the most actively used platforms, with 91.1% of respondents acknowledging that social media helps them discover new products and services. Furthermore, 98.5% of participants follow brands online, primarily for product updates (23.8%) and exclusive discounts (36.1%). A majority (61.9%) also believes that social media marketing will continue to evolve in the years to come. Chi-square analyses indicate no statistically significant association (p > 0.05) between demographic factors—age, gender, and employment—and consumer buying behavior, suggesting that social media marketing exerts a similar influence across consumer segments. The study enhances the understanding of how social media marketing strategies drive consumer buying patterns and offers valuable insights for marketers aiming to optimize digital engagement. Future research may explore longitudinal changes and qualitative dimensions to better capture the evolving landscape of social media marketing.

Pattern finding, forecasting consumer behaviour and optimal campaign organization capabilities have made machine learning one of the most important uses in strategic marketing decisions. The current paper will touch upon the use of machine learning models in the digital and traditional marketing ecosystem to enhance segmentation, personalization, price optimization, and customer lifetime value prediction. The work describes the existing literature, outlines the key elements of the research methodology, and provides the findings that indicate that the use of ML-driven methods would increase the predictive accuracy rates, targeting efficacy, and marketing investment returns significantly. The results highlight that strategic decisions can be greatly increased through the adoption of supervised and unsupervised types of learning models, as they will indicate market changes at earlier stages and allow them to make a dynamic change in campaigns. Although these have these merits, some apparent drawbacks are the quality of data, high computational expenses and competency to analyze the output of the model requires specialized knowledge. The future directions involve automated explainability systems, cross-channel integrated learning systems, and real-time adaptive reinforcement learning engines to assist the next generation marketing intelligence system.

Microfinance and sustainable agriculture together can improve food security and protect the environment in developing economies. By providing small farmers with financial resources, microfinance helps them adopt eco-friendly farming, invest in sustainable technologies, and diversify their incomes. This shift from traditional farming methods to sustainable practices enhances soil, water, and biodiversity conservation. It also boosts productivity, reduces chemical use, and strengthens climate resilience. These efforts ensure a steady supply of nutritious food, protect the environment, and support long-term ecological balance. Additionally, microfinance promotes community participation and knowledge sharing, driving inclusive and sustainable rural development. This paper explores the synergies between microfinance and sustainable agriculture, in addition to observing and demonstrating whether microfinance may be a useful instrument for food security, highlighting case studies, challenges, and policy recommendations. It emphasizes the potential of this integration to create a resilient agriculture system that ensures food security for growing populations while safeguarding environmental resources for future generations. Following a review of the pertinent literature on the ideas of microfinance and food security, we conduct field research for a case study that focusses on the Mayurbhanj District. Evidence suggests that microfinance and financial inclusion are a strategy for improving food access, even if the problem of food security should always be approached from a variety of angles.

The globe is divided. Principles and practices have given alternative options which have shaped global economies and their functioning. Communism is a realistic core integrative principle which has been formulated and implemented across global countries. The principles of labor and equality for all has been the determinal motive which has shaped communistic philosophy and attitude. In contrast we do find market oriented principles and functioning has shaped American and European economies which are categorized as developed countries. Although we could accept that development has been there in these countries the range and extent of development has never been neither progressive nor inclusive across all social strata. In the modern 20 th century era – in order to remain more competitive Chinese communistic philosophical oriented country has also been competing with global countries. These transformative purposive approaches have changed Chinese MNC and their progressive outlook. Chinese MNCs have focused on cost and quality as it has delivered cheaper products across global countries which have ensured its market advantage. Chinese MNC products have also entered Yemen and it has been providing its products and services competing with other global countries. This study is exploratory and conclusive as it explores in to the various risk factors which are associated with Chinese MNC operations in Yemen. For this study empirical data has been collected from various published sources as mixed research method is adopted.  This study also evaluates the various types of risks associated with Chinese MNC operations as it provides an overall score as well. This would help Chinese MNC companies to operate in the most effective way in Yemen. Case study method has been used as a mathematical model has been provided as the outcome of this study. This would also lead to sustainability of Chinese MNCs operating in Yemen to operate with efficiency and effectiveness towards 2035.

This study investigates user behavior about FinTech adoption in India concerning factors that have an effect on usage behavior, trust, and satisfaction levels across multiple demographics. In this study, a mixed-method analysis is performed, with survey data accumulated from 650 respondents in rural and semi-urban India across seven states, grossly categorized as Rajasthan, Madhya Pradesh, Maharashtra, Uttar Pradesh, Punjab, Haryana, and Karnataka, with the purpose of investigating how demographics, perceived usefulness of FinTech platforms, financial literacy, and culture influence FinTech usage. Overall pattern analysis shows that though the young and techno-savvy population grasped FinTech, perceived risks associated with risky use, financial illiteracy, and an affinity to cash hindered wider acceptance of FinTech among all demographics but especially among older and rural populations. This study gives recommendations for user-design, enhancing digital literacy, setting up robust security measures, and simplifying regulations to strengthen financial inclusion throughout India and to stimulate FinTech adoption.

In the age of digital capabilities where customers gain power out of their access to information and a plethora of online choices, the perception of loyalty development is among the most difficult issues of brands. The digital brands are contested within hyper competitive markets unlike the traditional market places where consumers can change at minimal costs. In this case, the aspect of transparency and ethical marketing has been introduced as the pivotal steps towards the long-term consumer trust and loyalty. The researcher used the convenient sampling method to choose a total of 200 respondents. The current article will focus on exploring the connection between the digital brand loyalty and transparency and ethical marketing. It synthesizes findings of the literature on consumer behavior, digital branding and marketing ethics and proposes that consumer loyalty is increasingly being determined by the perceived honesty, fairness and social responsibility of the brands. The discussion highlights values of open communication, responsible data usage, sustainability commitment and genuine storytelling among some of the aspects of consumer confidence and promotion. The article concludes by providing implications to the digital brand managers who desire to achieve consumer loyalty through practicing principled and transparent marketing.

Mahatma Gandhi had a vision of Sarvodaya (the welfare of all) which he considered to be realized through Gram Swaraj (village self-governance). Gandhi thought independence and progress could be achieved through self-reliance and rural development. His philosophy supported the idea of a decentralized system of government, management of resources and cottage industries for economic self-sufficiency. The National Service Scheme (NSS) regards Gandhi’s ideals as motivating force behind the programmes which involve our youth in community service and rural development. Students actively join community-driven projects that work on sustainable agriculture, rural sanitation, adult literacy and skill development for the youth. This experience brings awareness among youth concerning rural issues and social responsibility. This method aims at sporting the rural development and helping in the making of socialized citizens that become fundamentally self-reliant for himself as well as for the rural people.  NSS's following of Gandhiji’s principles shows that the vision of Gandhiji is still relevant today in uplifting people. Gandhi's self-reliance, rural upliftment and community service philosophy has influenced NSS (National Service Scheme) in India. The NSS, based on Gandhian principles, strives to develop the youth’s personality through community service and voluntary work. Gandhi's ideals and their impact on NSS is the emphasis. The NSS programme aims at making student self-reliant.  As a whole, NSS embodies Gandhi's vision of a self-sufficient society through participative development, skill building and social awareness. Through service learning and grassroots development, NSS continues to be a mechanism for the fulfilment of Gandhi’s vision of self-reliant India.

In the emotionally charged landscape of skincare consumption, product dissatisfaction often triggers complex psychological responses. This study explores how two discrete negative emotions anger and regret activate coping behaviors that are both individual and communal in nature, particularly within the Indian cultural context. Drawing on Appraisal Coping Theory and Communal Coping Theory, the research investigates the ways in which Indian consumers navigate dissatisfaction not in isolation but through social dialogue, peer influence, and collective emotional processing. Using data collected from 430 skincare consumers in Bengaluru, India, the study highlights how anger leads to external coping responses such as complaining and social support-seeking, while regret is more closely associated with internal coping mechanisms like mental disengagement and positive reinterpretation. Notably, communal coping through peer reassurance, influencer engagement, and online community validation emerges as a culturally embedded strategy that significantly shapes repurchase intentions and emotional recovery. The findings provide theoretical insights into how emotion-specific and culture-bound coping behaviors mediate post-purchase decision-making. They also offer practical guidance for skincare brands operating in collectivist markets, emphasizing the need for emotionally intelligent, community-enabled recovery strategies. This study contributes to the growing body of literature on consumer emotion, coping theory, and culturally contextualized marketing, highlighting the importance of integrating emotional and social dimensions into consumer loyalty models

The word “Bit Coin “ is Buzzing word now adays. Almost we all are aware about the same. The Recent development in the field of Information technology and communication tools had significantly change the Business world. Today People are shifting from physical world to virtual world. Due to various reforms the a whole new virtual Market place is emerged and its growing like anything.  To support Online buying and selling activities over internet we require a new set of financial avenue. Crypto currencies satisfy such need in most efficient & effective way.  The use of crypto currency is increasing day by day in different countries all over the world. Recently Government of India comes up with an act to regulate the Cryptocurrency Business in the country. The main objective of this research study is to identify the level of awareness of crypto currencies in Gujarat. The study also tries to identify the most preferred type of cryptocurrency. As cryptocurrencies is the one of recent development in the field of financial avenue, there is great need to create awareness among the people as day by day number of scams occurs on daily basis in the greed of earning money in short spans.

The word “Bit Coin “ is Buzzing word now adays. Almost we all are aware about the same. The Recent development in the field of Information technology and communication tools had significantly change the Business world. Today People are shifting from physical world to virtual world. Due to various reforms the a whole new virtual Market place is emerged and its growing like anything.  To support Online buying and selling activities over internet we require a new set of financial avenue. Crypto currencies satisfy such need in most efficient & effective way.  The use of crypto currency is increasing day by day in different countries all over the world. Recently Government of India comes up with an act to regulate the Cryptocurrency Business in the country. The main objective of this research study is to identify the level of awareness of crypto currencies in Gujarat. The study also tries to identify the most preferred type of cryptocurrency. As cryptocurrencies is the one of recent development in the field of financial avenue, there is great need to create awareness among the people as day by day number of scams occurs on daily basis in the greed of earning money in short spans.

Internal corporate social responsibility (CSR) has become important with changing employment and work arrangements while achieving desired corporate governance. However, it has not gained the deserved attention to date. Drawing from the Social Exchange Theory, this conceptual study connects Internal Corporate Social Responsibility practices to the turnover intention of employees and their organizational affective commitment. Based on the previous literature, the paper proposes a conceptual model outlining the role of five practices directed towards employees i.e., internal CSR and turnover intention. Analysis revealed that internal CSR practices positively influence organizational affective commitment; however, a negative influence was exerted on employees’ turnover intention. The paper concludes by offering theoretical, practical, and social implications. Using this approach, the study aims to contribute to the psychological and physical well-being of employees, ensuring a long-term commitment and employment term with the organization.

The existing paper discusses complex relationship between obligatory Environmental, Social and Governance disclosure regulations, brand perception, and customer trust in the environment of the Indian market. It investigates how these regulatory frameworks and in particular those put across by the Business Responsibility and Sustainability Reporting requirements have an impact on the top 1000 sectors in India on consumer perceptions and trust, and therefore brand equity. This paper states that strong ESG reporting can help to develop the so-called legitimacy premium, contributing to better brand reputation and more committed consumer loyalty by demonstrating that the corporation is responsible. On the other hand, lack or incompetence of such disclosures or even cases of green washing may destroy consumer confidence and the brand value can greatly depreciate especially in a more skeptical Indian consumer market. This study discusses how Indian firms are coping up with such changes in expectations bearing in mind the various industrial environment and the particular difficulties involved in creating customized ESG measures. Moreover, this paper shall critically examine the reality of the existing disclosure policies in India such as the guidelines of Central Consumer Protection Authority on green washing seeking to be used to create actual accountability in corporations and to mitigate on false claims to be environmentally friendly. It will also examine the subtle role played by CSR initiatives in brand equity in the Indian corporate structure, in the context of how the programs are used to create perception and value on the brands by the consumers.

AI-generated influencers have emerged as a new marketing tool, yet limited empirical evidence exists on how consumers psychologically respond to them. This study conducts a quantitative between subjects experiment to examine the impact of  influencer type (AI vs. human) and AI disclosure (explicit vs. no disclosure) on consumer perceptions including perceived authenticity, brand trust, and engagement intentions. Grounded in the Source Credibility Model, Parasocial Interaction Theory, and Schema Incongruity Theory, the research analyzes responses from 320 social media users. Results indicate that AI influencers significantly reduce perceived authenticity and brand trust compared to human influencers, and explicit disclosure exacerbates these effects. Digital literacy moderates these relationships, with high-literacy consumers showing weaker negative reactions. The findings expand consumer-behavior theory in AI-driven marketing 

Training of employees is one of the most important determinants of job outcomes, such as work-to-family conflict, absence rates, and happiness. Using Structural Equation Modelling (SEM), this study explores the impact of training program on these factors in a sample of selected public sector banks of Surat City.A quantitative research approach is adopted, collecting primary data through structured questionnaires from bank employees. SEM is employed to analyze the direct and indirect relationships between training effectiveness, job involvement, absenteeism, and job satisfaction. The results would be helpful to provide a pragmatic basis on how training in nature affectsemployee’s engagement and behaviour at work. This research offers valuable insights for policymakers and bank management in designing specialized training programs aimed at enhancing employee commitment, reducing absenteeism, increasing productivity, and improving job satisfaction within the banking sector. The study primarily examined the impact of training on three key aspects first job involvement second absenteeism rates and third job satisfaction among employees of selected public sector banks. A descriptive survey methodology was employed, utilizing a structured questionnaire developed specifically for bank employees. Data analysis was conducted using the Smart PLS statistical tool, followed by appropriate interpretations. The findings revealed that employee training has a significant and positive influence on workplace job involvement, absenteeism rates, and overall job satisfaction in the context of selected public sector banks in Surat City.

In the digital age, media has emerged as a vital platform for marketing, enabling both individuals and businesses to cultivate brand communities and drive commercial growth through fan pages and targeted campaigns. While existing research has extensively explored media's general use, few studies have systematically examined how specific media marketing activities (MMAs) such as interactive content, influencer collaborations, and promotional campaigns influence consumer behavioral intentions. This study investigates the effects of MMAs on continuance intention, participation intention, and purchase intention, mediated by social identification, perceived value, and satisfaction. An online survey of 350 media users was conducted to empirically test these relationships. The results revealed that MMAs do not directly impact satisfaction but instead operate through two key mediators: social identification (consumers' sense of belonging to a brand community) and perceived value (their assessment of a brand’s offerings relative to cost). These factors significantly enhanced satisfaction, which in turn strengthened continuance intention (long-term engagement with the brand), participation intention (willingness to join campaigns), and purchase intention. The findings highlight the importance of fostering community-driven engagement and value-driven content in media marketing strategies. For businesses, this means prioritizing authentic interactions, exclusive benefits, and immersive brand experiences to build lasting consumer relationships. Academically, this study contributes to the understanding of psychological mechanisms underlying MMAs' effectiveness, offering a framework for future research. Practical recommendations are provided to optimize media marketing efforts, ensuring they resonate with target audiences and drive measurable outcomes.

Indian consumers are engaging in organic apparels as the awareness about the sustainable and organic consumption is increasing worldwide. This research paper analyses the adoption pattern, motives and perceptions of sustainable clothing. This research analyze social and behavioral drivers that have impact on intentions of consumers for organic apparel. Based on the Theory of planned behavior (TBP), an augmented frame work produced to find the influence of subjective norms, social influence, perceived behavioral control and eco-label credibility. An analytical approach was adopted and statistical analysis of 250 urban respondent tells that all the four drivers have significant impact on purchase intention and eco-label credibility emerged as one of the highest impact factors. This study give gist to the policymakers and marketers to motivate consumers to opt sustainable buying, provide more awareness.

In this paper we study various use of HR Analytics in different organisations and the benefits of the use of HR Analytics. With the help of analytical tools the organisations can recognise the issues like performance, employee turnover and retention employee behaviour, etc by using the data available with the organisation. This research is conducted because of the lack of use of HR in many organisations. The use of HR is undermined in many organisations but in this modern technological world various analytical tools have been developed which are used by huge corporations. In this paper we are going to see such uses of HR Analytics in 5 different organisations and they’re how the use of HR Analytics helped the organisation as well as the employees in monetary ways and change the business strategy around people - centric way. 

The‍‌‍‍‌‍‌‍‍‌ rising focus on ethical business practices has led to the increased significance of corporate social responsibility (CSR) in influencing consumer perceptions and brand relationships. A conceptual study has been conducted to examine the concept of "Brand Karma," which implies that brands, in the end, get back what they give to society, communities, and stakeholders. The research looks into how the socially accountable measures convince consumer trust, authenticity, and loyalty that lasts for a long time. It points out that consumers decide on brands more than just product quality or price, but also based on moral conduct, sustainability, community engagement, and transparency of the brand. The study uses the integration of CSR, consumer trust on brand, and relational authenticity to demonstrate how these factors can be a source of sustained consumer loyalty and advocacy. The idea of Brand Karma sees CSR as not being a cost, but a strategic move that increases brand equity and deepens a competitive advantage. Besides, this paper goes further to delineate a conceptual framework associating CSR activities with consumer loyalty by associated variables such as perceived brand authenticity and belief against brand. The research findings suggest that brands which, as a matter of fact, help the society in a positive way, become the recipients of the loyalty of their consumers, thus demonstrating that responsible behavior leads to loyalty of consumers over the long ‍‌‍‍‌‍‌‍‍‌run.

This study examines the effectiveness of AI-enabled recruitment mechanisms in enhancing hiring outcomes and minimizing bias within organizational settings. Traditional recruitment practices often suffer from inefficiencies, subjectivity, and unconscious bias, which can impede the selection of the most suitable candidates. Leveraging a quantitative research design, data from 50–60 organizational units using AI recruitment tools such as applicant tracking systems, AI-driven assessments, and predictive analytics were analyzed. Descriptive statistics and paired and independent t-tests reveal that AI-enabled systems significantly improve hiring accuracy and quality, reduce human bias in candidate selection, and that algorithm transparency is critical in mitigating embedded bias. These findings underscore the potential of AI to streamline talent acquisition, promote equitable decision-making, and align recruitment processes with strategic organizational objectives. The study also highlights the importance of ethical governance, continuous monitoring, and transparency in deploying AI tools to ensure fair and effective hiring practices.

This study looks at the link between organisational politics and employees' plans to leave their jobs in the Information Technology (IT) sector in Uttar Pradesh, India. It focusses on the role of ethical leadership in this link.  Organisational politics, which includes behaviours that benefit oneself and a lack of openness in decision-making, is a well-known cause of employee dissatisfaction, stress, and a greater desire to leave a company.  The IT industry is especially vulnerable to the bad effects of organisational politics because it works quickly and is very competitive.  This makes it hard for companies to keep employees engaged and keep them working for them. Ethical leadership is when a leader follows moral rules like honesty, fairness, and openness. Studies have shown that this kind of leadership can improve how employees act and feel, including their job satisfaction and commitment to the organisation.  This study suggests that ethical leadership can help protect employees from the negative effects of politics in the workplace on their plans to leave.  People think that ethical leaders make the workplace more supportive by encouraging fairness and openness. This, in turn, helps people feel less angry and unhappy about organisational politics. The study uses a mixed-methods approach, which means it collects both quantitative and qualitative data.  A survey of 300 employees from 15 IT companies in Uttar Pradesh was done to find out what people thought about office politics, ethical leadership, and plans to leave their jobs.  We also did semi-structured interviews with 20 employees and managers to learn more about how ethical leadership affects how employees see and respond to organisational politics. The study's results show a strong positive link between organisational politics and employees' plans to leave their jobs. This means that employees are more likely to think about quitting their jobs when they feel like there is more organisational politics going on.  On the other hand, ethical leadership was found to significantly lower people's plans to leave their jobs, which shows that ethical leaders can lessen the bad effects of politics in the workplace.  The study also shows that ethical leadership changes the link between organisational politics and turnover intentions.  In other words, ethical leadership makes organisational politics less likely to make employees want to leave. This protects employees from the bad effects of political behaviour at work.

The quick move to digital financial systems in India has changed how people use formal banking and payment systems. But older people, especially in developing areas like Uttar Pradesh, still miss out on the benefits of mobile payment systems more than other groups. This study investigates the combined effects of facilitating conditions (technological accessibility, literacy support, and network reliability) and institutional support (government policy, financial institutions, and community intermediaries) on the adoption of mobile payment systems among the elderly. This study combines structural and behavioural factors that affect financial inclusion by using the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) and Institutional Theory. A mixed-method design was used to gather data from 450 older people in five districts of Uttar Pradesh. This was done through semi-structured interviews with local bank officers and fintech service providers. The results show that conditions that make using mobile payment systems easier and more trustworthy are strong predictors of those factors. On the other hand, institutional support acts as a bridge between perceived usefulness and long-term use. The analysis further illustrates that digital literacy training, localised financial infrastructure, and social trust mechanisms can alleviate age-related digital exclusion. The paper ends by suggesting a model for context-sensitive financial inclusion that focusses on partnerships between the public and private sectors and digital skills training programs for older people. These ideas add to the theoretical debate about inclusive fintech ecosystems and give policymakers in developing economies who want to close the digital gap between generations useful advice.

There has been a steady rise in demand for organic clothing in urban India. This is because more people are becoming aware of environmentally friendly and ethical fashion practices.  Social media has become a strong way for brands to tell stories about sustainability, which can change how people think about and want to buy things.  As consumers become more selective about what they buy, especially when it comes to sustainable fashion, social media stories that focus on environmental impact, ethical production methods, and brand transparency are very important in changing how people act.  This study seeks to examine the impact of social media sustainability narratives on consumer purchasing intentions for organic clothing in urban India.  A mixed-methods approach is utilised, integrating a survey of 300 urban Indian consumers with in-depth interviews of 30 participants, to examine the impact of social media sustainability narratives on consumer attitudes towards organic apparel.  The research indicates that narratives emphasising environmental sustainability, ethical fashion practices, and brand transparency substantially improve consumer purchase intentions.  In particular, people are more likely to buy organic clothing when sustainability messages on social media match their values and seem real.  The results indicate that social media narratives emphasising the brand's dedication to ethical production methods and environmental responsibility can bolster consumer trust, engagement, and loyalty, ultimately affecting their purchasing choices.  The study adds to the growing body of research on sustainability marketing and gives Indian organic clothing brands useful tips on how to use social media to connect with customers and boost sales.  Additionally, the research elucidates the strategic utilisation of social media to promote sustainability-oriented consumer behaviour within the swiftly transforming Indian fashion industry.

The complex implications of fair use doctrine on creative work and subsequent universality of content in the dynamic digital landscapes are addressed in the paper below. Specifically, it examines how the deliberative latitude of the fair use doctrine can influence the dynamics of digital content generation by copyrighted creator and the comparative affordability of local goods in various jurisdictions. It also deals with the jurisdiction nuances of the comparison of the broad fair use doctrine in the United States with its more reputed counterparts in other nations to understand how the jurisdiction nuances would be differently applied to the creative expression and production cost. The critique analysis is on the adequacy of the current frameworks of fair use rules to realize the right of the original creator of content and the potential of the user-generated and generative artificial intelligence to revolutionize the content contrary to all expectations particularly in view of the disruptive nature of these technologies to the traditional creative industries. The paper will also continue to explore the possible impacts that generative artificial intelligence has on copyright law, including whether or not AI generated content is considered a derivative work and the strength with which the creation of AI models utilizing copyrighted content is covered under fair use. This inquiry will critically assess the question of the compatibility of the principles of fair use to generative AI models and most especially to their training stages with the classic arguments of the very existence of copyright legislation, of stimulating the advancement of science and arts, or it will confer an unparalleled, potentially unfair, privilege to AI over humans in art.

This study examines consumer behaviour in the banking sector through the lens of gendered service delivery, focusing on how the gender of frontline employees influences customer perceptions, satisfaction and loyalty in urban Indian banks. Guided by Social Role Theory and the SERVQUAL framework, the research investigates how gender-sensitive service interactions shape consumer experiences, with particular emphasis on the role of women employees in fostering empathy, trust and relational value. The study is based on a survey of 250 banking customers in Bengaluru, representing both public and private sector banks. Statistical analysis using correlation and ANOVA revealed that gendered service provision has a significant positive relationship with consumer satisfaction and that women employees play a vital role in shaping customers’ perceptions, trust and loyalty. Female customers reported 12–18% higher satisfaction in gender-matched service encounters, reflecting the impact of empathetic and inclusive service behaviour. The findings highlight the importance of gender inclusivity and diversity training in enhancing customer relationships and service quality. The study contributes to the growing understanding of gendered consumer psychology in financial services and provides insights for banks to develop equitable and customer-centric service practices within India’s evolving banking landscape.

The present study aims to investigate the drivers of influencer marketing and social media on tourists' destination choice behaviour in India, considering demographic factors such as age, education, and travel experience. In the age of digital and social media, which are driving a change in consumer behaviour, influencers are extremely influential and enable them to influence potential tourists' decisions, providing an authentic touch that corresponds to tourists’ needs. Younger tourists pay more attention to the influencer’s followers’ volume, while older tourists pay more attention to the quality of content and the interaction with the influencer. The study also discovered that low-educated respondents think entertainment and informational content are relatively more important, while highly educated respondents regard informative and well-made content as relatively more important. Moreover, the research also reveals that novice travellers are more likely to rely on influencer recommendations as opposed to experienced ones. These results imply that tourism marketers should make their marketing strategies more segment-specific and the content of their message compatible with the needs of target segments. This study supports the knowledge on the influence of social media and influencer marketing to influence tourists for their destination choice, especially in India with age and education differences, which will help marketers for a more successful marketing approach with consideration to age, education and experience in travel.

This study investigates strategic approaches to enhance customer relationships within the restaurant industry, focusing on consumer perceptions in Haryana, India. The restaurant sector faces increasing competition and evolving consumer expectations, necessitating effective strategies to foster lasting customer relationships. Understanding consumer perceptions and preferences is crucial for developing targeted strategies that enhance satisfaction and loyalty. This research aims to identify key factors influencing customer perceptions of restaurant services in Haryana and propose strategic recommendations for improving customer relationships.

All disciplines have been impacted by new technologies, including the arts, particularly current and modern art. All forms of art, including traditional arts, were greatly impacted by the quick growth of digital technology and artificial intelligence. The incorporation of AI and digital technologies has led to the emergence of new forms of artistic expression, allowing creators to produce ground-breaking works that question traditional limits regarding medium, technique, and authorship. It had a significant impact on the artist as well. Tension has resulted from this development's increasing blurring of the lines separating fine arts, new media art, technology, and business. We find ourselves wondering: Does this kind of art require the same fundamental artistic abilities as the original? What are the variations, how do they differ, and how does it either favourably or unfavourably impact artists? Do traditional arts still maintain their unique artistic character, or have they included into contemporary art? Can traditional art be surpassed or replaced by digital art? Because this kind of art was so easily consumed, published, and shared, the artist felt compelled to stay up to date with this phenomenon. As a result, he was obliged to follow the quick evolution and keep up with the demands of the times. What inspired the artist to alter the artwork's subject matter or even invent a brand-new one? Since creation is a never-ending process, the convergence of art and technology has produced fresh creative innovations.

Purpose of the study: This study primarily aims to thoroughly examine how digital platforms have drastically shifted the sales and distribution frameworks in the textile and apparel industry situated in the bustling city of Bengaluru. This investigation also intends to painstakingly differentiate and appraise the key factors that greatly influence consumer behavior concerning the surging popularity of online shopping, while systematically evaluating the important effects that e-commerce has exerted on established business models that have been the cornerstone of the marketplace, thus offering critical knowledge that can be leveraged by stakeholders and policymakers involved in this domain for thoughtful decision-making and strategic advancement. Design/ Methodology: A structured questionnaire was used to carry out the survey. Data were gathered using both offline and online methods. Data were gathered online using Google Forms. Participants were chosen using random sampling and convenience sampling methods. A total of 225 replies from consumers and 135 replies from textile and apparel industries were used for data analysis.  Findings:   The investigation revealed that elements including convenience, diversity, competitive pricing strategies and assurance in return policies substantially impact consumer inclinations toward online purchasing within the textile and apparel sector of Bengaluru. Moreover, digital platforms have transformed sales and distribution mechanisms, compelling conventional enterprises to adopt hybrid operational models and modifying supply chain dynamics within the industry. Limitations: The research is confined to Bengaluru, affecting the applicability of results to other locales with distinct market conditions. The data obtained from consumers, retailers and distributors may not accurately reflect the broader population due to sampling limitations. Rapid changes in e-commerce and consumer behavior may make certain conclusions ephemeral and less applicable over time. The research may inadequately represent the viewpoints of all relevant stakeholders, including manufacturers and third-party logistics entities. Survey and interview answers from participants can often reflect a tendency towards social approval or may involve inaccurate self-perception. The analysis may overlook the implications of emerging technologies like AI and blockchain, which could significantly impact sales and distribution. Originality Value: The distinctiveness of this investigation is rooted in its concentration on Bengaluru, a metropolitan area situated at the intersection of conventional textile markets and an expeditiously expanding e-commerce industry. Through a thorough examination of localized consumer inclinations and the particular effects of digital platforms on sales and distribution, the research offers pragmatic insights specifically designed for this exceptional market environment. Paper Type: Research Paper

The rise of hybrid work models has changed traditional employee dynamics, creating new challenges for maintaining engagement and productivity. This study investigates how employee engagement relates to organizational productivity in hybrid workplaces, highlighting the mediating role of communication quality and the moderating impact of leadership style. Using the Job Demands–Resources (JD-R) and Social Exchange theories, the research employs a mixed-method approach. Quantitative data were collected through standardized surveys from hybrid employees across various industries, while qualitative interviews with HR managers provided contextual insights. The results show that employee engagement significantly influences organizational productivity, with communication quality serving as an important mediator. Moreover, supportive and transformational leadership styles strengthen this relationship by fostering trust and collaboration in dispersed teams. The study contributes to the HRM literature by clarifying how engagement mechanisms operate in hybrid contexts and by offering practical guidance for organizations seeking to enhance workforce productivity through engagement-focused strategies.

This study investigates how transformational leadership (TL) fosters innovation and enhances employee effectiveness in Indian organizations navigating digital transformation. Drawing on Social Exchange Theory (SET) and the Resource-Based View (RBV), we propose and test a mediation model where innovation links TL to employee effectiveness. Data were collected from 502 employees across multiple industries and analyzed using Structural Equation Modeling (SEM). Results indicate that TL significantly drives both innovation and employee effectiveness, with innovation partially mediating the relationship. These findings highlight TL’s role in cultivating innovation-friendly climates that enhance workforce adaptability and productivity. The study extends leadership theory to India’s collectivist, hierarchical context, while offering practical implications for leadership development, HR strategy, and digital readiness. By situating TL in the digital age, this research contributes to both scholarly debates and managerial practice.

The lifestyle and fashion retail market in India is expanding rapidly, driven by reasons such as increased disposable incomes, urbanization, and a trend toward branded retail. In addition, several global enterprises are entering the market, and new technologies have been embraced to improve the shopping experience. The Indian lifestyle and fashion retail sector is extremely competitive, with renowned local brands and an expanding presence of foreign retailers. This rivalry is spurred by causes such as the expanding e-commerce industry, shifting consumer preferences, and continued infrastructure and logistics development. While increased rivalry poses issues for certain firms, it also provides opportunity for innovation and expansion throughout the sector. The fashion and retail business in Kolkata has risen significantly as a result of the establishment of fashion and retail outlet stores such as Pantaloons, Reliance Trends, Shoppers Stop, Westside, Max and Zudio. This survey aims to determine which fashion and retail outlets are most popular with Kolkata customers. Furthermore, this study seeks to identify the elements that impact Kolkata customers' perceptions regarding  the efficacy of fashion and lifestyle retail establishments.

Consumer purchase behavior has traditionally been at the center of attention for marketers aiming to create persuasive advertisements and to increase engagement. Conventional survey-based methods, which are still the popular choice, have their limitations in terms of self-report biases and they do not fully measure subconscious reactions that usually influence consumer decisions. Neuromarketing, which is the application of neuroscience to marketing research, is equipped with impartial instruments to determine consumers' responses by physiological and neural measures.  This research is about applying brain science in marketing research, especially the use of EEG and eye-tracking, to figure out if a consumer is going to buy a product. The physiological data of 285 people were studied in order to figure out the relationships between physiological responses and self-reported purchase intent in response to marketing stimuli. The descriptive, correlation, and regression analyses were used to investigate the relationships between the independent variables (type of advertisement and product category) and the dependent variable (purchase intent). According to the findings, both neural engagement, which was assessed through frontal alpha and beta activity, and visual attention, which was gauged through fixation duration and number of fixations, substantially predicted purchase intent with fixation duration being the most powerful predictor. The emotional advertisements produced higher purchase intent than the informational advertisements, and the product category had a moderating effect on these changes. This research shows the potential of EEG and eye-tracking integration in the comprehension of consumer behavior and offers practical suggestions to marketers who want to improve their advertising ‍‌‍‍‌‍‌‍‍‌strategies.

This study examines how service quality dimensions in Indian business schools influence institutional image, perceived value, student satisfaction, and alumni give-back intentions. Using PLS-SEM analysis of data from 536 management students across South Indian states like Telangana, Tamilnadu, Karnataka. The research tests an integrated model linking five service quality dimensions—academic aspects, infrastructure, technology, placements, and industry collaborations—to behavioral outcomes through the Stimulus-Organism-Response framework. Results reveal asymmetric effects: academic aspects, infrastructure, technology, and placements significantly enhance institutional image, while infrastructure, technology, placements, and industry collaborations drive perceived value. Notably, academic quality influences image but not perceived value, whereas industry collaborations show the reverse pattern. Student satisfaction emerges as a crucial mediator, translating institutional image (β=0.167) and perceived value (β=0.091) into give-back intentions. The findings demonstrate that contemporary management students evaluate educational value primarily through employability outcomes and technological sophistication rather than traditional academic metrics alone.

Digital transformation (DT) is fundamentally changing the way businesses work by using new technologies like artificial intelligence (AI), cloud computing, Internet of Things (IoT), and big data analytics in the organizations' systems. While it offers efficiency, innovation, and new value propositions, the traditional firms which are still stuck with the old ways of doing things, have to face cultural resistance, the hardness of the old system, and lack of necessary skills that make the implementation process complex. This paper empirically studies how digital transformation affects business model innovation (BMI) and firm performance (FP) of 312 Indian firms from different sectors such as manufacturing, retail, and services. The research, grounded in the Dynamic Capabilities Theory and the Business Model Innovation framework assesses how the implementation of technology, the flexibility of the organization, the support from the leadership, and the digital competence of the employees can help the organization to achieve the transformation outcomes. The research tools used for data analysis were SPSS 28 and AMOS 26. The evidence obtained through confirmatory factor analysis and structural equation modelling shows that the different aspects of DT have a significantly strong positive impact on BMI, which in turn, is the mediator in the relationship between DT and FP. The organizational flexibility or agility is one of the mediators that only partially mediates these connections, while the obstinacy of the legacy system negatively affects DT’s influence on FP. The results indicate that the digital transformation success is not only a matter of technological integration, but it also requires the organization to be agile and have human capabilities. The research accomplishes the theory goal of linking dynamic capabilities with business model reconfiguration and supplies the actionable insights to the managers and community leaders. In the case of the traditional firms, the way to digital victory is by changing the structures, retraining the workforce, and rejuvenating the strategic intent.

The rapid evolution of employment models in the digital economy has paved the way for alternative talent strategies, 
notably fractional employment. Tech startups increasingly rely on high-skill, part-time professionals—such as fractional CTOs, 
CMOs, and legal advisors—to drive strategic decision-making while maintaining financial agility. However, existing research 
has predominantly focused on gig work, freelancing, and remote employment in lower-skilled contexts (Kässi & Lehdonvirta, 
2018), leaving a significant gap regarding the HR challenges associated with managing fractional experts. This study empirically 
investigates these challenges, with specific attention to onboarding processes, performance evaluation, role integration, legal 
compliance, and communication barriers. A structured, closed-ended questionnaire was administered to HR professionals in 
tech startups, targeting key areas where traditional HR practices intersect with the demands of a flexible workforce. The research 
tests four hypotheses examining the relationships between onboarding, contractual clarity, performance evaluation, integration 
practices, and overall organizational outcomes. Findings are expected to offer actionable HR strategies that optimize the 
management of fractional talent and contribute to both HR management theory and practical frameworks for contemporary 
startup environments.

The role of artificial intelligence (AI) in the digital transformation era's educational landscape and its impact on student achievement has grown in recent years. The proposed study will examine the application of AI-based learning tools by students enrolled in institutions of higher learning and the degree to which these learning tools can affect their performance in terms of efficiency and engagement in learning and overall academic performance. A quantitative and empirical method was used to gather data on 310 students spread across the state of Karnataka using a structured questionnaire. The analysis has used statistical packages such as Pearson correlation, regression and ANOVA to analyse correlation between awareness, adoption, usefulness and ethical issues and institutional support. Research shows that students' academic achievement is positively correlated with their familiarity with and use of AI technologies. Perceived usefulness was a significant factor in determining learning involvement and challenges and ethical issues were observed to be interconnected with each other, and the introduction of AI in the responsible way is a necessity. Also, the institutional support proved to be one of the major predictors of the entrepreneurial success of students in AI-driven ventures. The research finds that AI does not only improve learning experience and interaction, but also innovation and academic performance, assuming the accessibility, ethics, and institutional facilitation is well-handled.