The fast development of wearable technology has made smartwatches very popular among college students, especially for managing their health and fitness. Today, smartwatches are no longer used only to check time; they help users track daily activities, monitor heart rate, check sleep quality, count calories and receive instant notifications. These features can influence students’ daily routines, lifestyle choices and overall well-being. The main purpose of this study is to understand how smartwatches affect the health and fitness of college students in Coimbatore. This study is based on primary data collected from 222 college students who use smartwatches. The information was gathered using a structured questionnaire. A descriptive research design was followed and statistical tools such as percentage analysis, correlation, ANOVA and chi-square test were used to analyze the data. The study focuses on students’ preferences, their awareness and use of smartwatch features, motivation levels and the role of smartwatches in improving physical activity, health awareness and lifestyle habits. The results of the study show that smartwatches have a positive influence on students by motivating them to stay active, encouraging healthier habits and increasing awareness about their health and fitness. The findings also indicate that health monitoring features and connectivity options play an important role in the regular use of smartwatches. Overall, the study concludes that smartwatches act as helpful tools in promoting a healthier and more fitness-oriented lifestyle among college students.

The banking sector in India has undergone significant transformation due to liberalization, technological advancement, and increasing competition between nationalised and private banks. In Gujarat, where economic growth and financial awareness are high, understanding customer satisfaction has become essential for improving service quality and maintaining competitiveness. This study examines the determinants of customer satisfaction in nationalised and private banking sectors with specific reference to Gujarat. Drawing on existing literature and secondary data, the research identifies key factors influencing satisfaction, including service quality, employee behavior and competence, technology adoption, accessibility, transparency, trust, and pricing. Conceptual models such as SERVQUAL and Expectation–Confirmation Theory provide the theoretical basis for analyzing customer perceptions and expectations. The study also highlights differences between bank types, noting that nationalised banks are valued for trust, reliability, and extensive reach, whereas private banks excel in responsiveness, efficiency, personalization, and digital innovation. Rising customer complaints, particularly related to credit services, indicate emerging challenges in banking operations. At the same time, opportunities such as digital banking, mobile applications, and customer relationship management systems offer pathways for improving customer experience. The findings suggest that a balanced strategy combining technological modernization, service quality enhancement, and customer-centric practices is necessary to improve satisfaction levels across both sectors. The study provides insights for banking institutions and policymakers to strengthen customer relationships and enhance the overall effectiveness of the banking system in Gujarat.

In the rapidly evolving digital marketplace, entrepreneurs increasingly rely on storytelling strategies to build meaningful brand relationships. This study examines the impact of Digital Storytelling Quality on Brand Resonance among entrepreneurs in Tamil Nadu, India. Drawing on brand resonance theory and relational branding perspectives, the study investigates the mediating roles of Brand Authenticity and Customer Brand Engagement, while also assessing the moderating influence of AI-Enabled Marketing Analytics Capability. A structured questionnaire was administered to 250 entrepreneurs across various sectors in Tamil Nadu. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4, including mediation, moderation, and predictive relevance assessment. The model explains 61.2% of the variance in Brand Resonance (R² = 0.612), demonstrating substantial explanatory power. Furthermore, AI-Enabled Marketing Analytics Capability significantly moderates the relationship between storytelling and resonance indicating that entrepreneurs leveraging AI tools achieve stronger branding outcomes. Predictive analysis confirms the model’s strong out-of-sample predictive capability. The findings highlight that storytelling, when perceived as authentic and engagement-driven, significantly enhances brand resonance, particularly when supported by AI-enabled analytics. The study contributes to branding and entrepreneurship literature by integrating digital storytelling, relational mechanisms, and AI capability within a unified predictive framework.