The Journal of Philanthropy and Marketing previously titled the is dedicated to publishing high-quality, peer-reviewed research that explores the dynamic interface between marketing strategies and philanthropic endeavors. This journal provides a comprehensive forum for discussing innovative methods and the latest theoretical developments in non-profit marketing. It examines a broad spectrum of topics, including charitable contributions, social welfare, altruism, and prosocial behaviors, focusing on how these elements intersect with marketing practices. The journal is a valuable resource for scholars, practitioners, and policymakers interested in understanding and enhancing the impact of marketing within the philanthropic and voluntary sectors.
EXPLORING THE LINK BETWEEN CSR INITIATIVES AND BUSINESS PERFORMANCE IN THE CHENNAI DISTRICT
This research study aims to analyse the impact of Corporate Social Responsibility (CSR) on corporate reputation as well as financial performance of selected listed companies of Chennai, India. As companies are becoming conscious of engaging with sustainable practices, this article investigates the relationship between CSR, corporate reputation, and finances. In recent years, stakeholders have been requesting organisations to adopt ethical practices and sustainable operations to be CSR compliant. This study seeks to determine the effects of corporate social responsibility initiatives on the corporate image and financial results using 200 sampled firms. The researchers chose a mixed methods approach. They analyzed some data analytically and some analysed descriptively. Quantitatively, they analysed them through SPSS. Similarly, They employed descriptive statistics, correlation and regression analysis. Corporate social responsibility (CSR) activities are positively correlated with a company’s reputation, which in turn has a positive impact financial performance. This research highlights that CSR has strategic importance because it produces effects that lead to reputation and financial benefits. The organizational recommendations include ways to improve their CSR initiatives and stakeholder engagement.
Corporate Social Responsibility, Corporate Reputation, Financial Performance, Chennai, Stakeholder Engagement.
ANALYZING THE IMPACT OF INTERNET MARKETING ON THE MAKING OF PROFITS IN THE CONSTRUCTION INDUSTRY.
The research study looks into the ways digital marketing helps enhance business success in the construction industry. Earlier construction businesses were using offline methods to reach clients. But due to the change in technology and customers, usability of digital marketing is getting more essential. The objective of the research is to explore and identify the key digital marketing factors that influence business success and its profitability. The regression test shows Digital Enablement, Market Competitiveness and Organizational Suppport has significant positive effect on profitability. The results show the increasing importance of digital tools and strategic planning for achieving business growth in construction. Likewise, internal readiness and market responsiveness are important for digital transformation, it argues. This research gives construction companies real-world advice on how to become more profitable via technology.
Digital marketing, Construction Industry, Business Success, Marketing strategies
CUSTOMERS ATTITUDE TOWARDS SMALL FINANCE BANKS
Small Finance Banks are paving a new way for the economic development of our country by attracting the small businesses and micro level entrepreneurs. Small Finance Banks are lending different types of loans to the customers. This study is made to analyse the attitude of the customers towards the various loans namely personal loan, business loan, retail loan and payment and other services. There are 500 customers are selected for the study. Socio economic profiles of the customers are analysed using percentage. Further, the researcher has analysed about the attitude of the customers towards the services of Small Finance Banks using Independent sample ‘t’ test. This study concludes that the customers of the Small Finance Banks are discriminated on the basis of the gender, marital status and type of family while providing loan and other services. Hence it is expected that the Small Finance Banks take care while marketing loan and other products to customers without any major discrimination.
Bank customers, Business loan, Personal loan, Retail loan, Small Finance Banks
ARE FINTECH COMPANIES A SUBSTITUTION TO BANKS – A STUDY ON IDENTIFYING THE DETERMINANTS INFLUENCING THE CUSTOMERS’ PERCEIVED EXPERIENCE OF SERVICES OFFERED.
Gen Z seeks wine in a new bottle, in a way – financial services are wrapped by the FinTech companies, as novel technology. FinTech is a hybrid of the finance and IT industry, that provides all kinds of financial services with the use of innovative information and automation technology. Drastic advancement in technology and digital platforms ushering the financial industry into a new avatar. Due to the emerging sector of FinTech, banking sectors are under pressure to mitigate the competition, the banking industry has been forced to implement various kinds of technology-based payment systems, e-commerce, investment, and so on. This article analyses the various factors that determine the customer-perceived experience of services offered by FinTech Companies and its impact on customer satisfaction and an alternate industry for the banking sector. Data are processed in SPSS and AMOS, to concise the impact of overall satisfaction of FinTech to Substitution of the Banking sector.
Digital Payment, E-Commerce, Automation Technology, Customer-Perceived Experience.
Mr. P. Vijayasairam, Dr. P. Thillai Rajan
UNRAVELLING THE CAREER MAZE: EXPLORING CAREER PLANNING DECISIONS AMONG MANAGEMENT STUDENTS IN TIRUNELVELI DISTRICT
: Career planning decisions serve to be acutely important for having a beneficial career from the basal level. The study focused on the various factors which aids the management students of the Tirunelveli District to choose a career of their choice. With the integration of survey responses from 55 participants, the examination of the key factors were observed. The primary quantitative data was run through the software of SPSS for assessing the variables of the study in a statistical manner.
Career planning decisions, Tirunelveli District, management students, social status, income, self- importance, personality of students
ENHANCING HUMAN CAPITAL THROUGH STRATEGIC PROFESSIONAL UPSKILLING IN A DYNAMIC DIGITAL LANDSCAPE
Recognising employees as essential assets deserving of ongoing investment has become more evident in today's rapidly evolving digital environment. This research evaluates how effective professional upskilling initiatives are in promoting the development of human capital among employees. Based on primary data gathered through correlation and regression analyses, the research findings underscore the significance of perception, peer support, talent retention, and training design as crucial elements that impact the success of professional upskilling. It is important to recognise that professional upskilling plays a significant role in the development of human capital. This process not only enhances productivity but also unlocks the potential of employees and fosters a greater sense of adaptability within the workforce. The findings highlight the essential importance of professional upskilling in the development of human capital. They reveal a range of benefits and pinpoint significant factors that are vital for achieving success in this area. The study provides significant insights regarding the strategic importance of investing in employees, which is essential for effectively navigating the dynamic challenges presented by the digital era.
Evidence-Based Practices, Human Capital Development, Organizational Performance Metrics, Professional Upskilling
GENERATIONAL DIVERSITY IN WHITE COATS EXPLORING THE IMPACT OF AGE DIFFERENCES ON TEAM DYNAMICS AND ORGANISATIONAL CULTURE AMONG DOCTORS IN CHENNAI CITY
Generational diversity in healthcare teams is increasingly recognized as a critical factor influencing organisational culture and team dynamics. This study explores the impact of age differences among doctors working in healthcare institutions in Chennai city. The primary objectives were to identify generational groups, examine how these differences affect communication and teamwork, and assess their influence on organisational culture. Using a quantitative research approach, data were collected from 176 doctors through systematic random sampling and analysed with statistical tools. The results revealed distinct communication preferences and work values across generations, with younger doctors favouring collaborative, technology-driven interactions and senior doctors emphasizing traditional, hierarchical approaches. These differences influenced team cohesion and workplace culture, occasionally causing misunderstandings but also fostering innovation through diverse perspectives. The findings highlight both challenges, such as intergenerational conflicts, and opportunities to enhance collaboration by leveraging the unique strengths of each generation. In conclusion, the study underscores the importance of implementing targeted strategies to improve intergenerational understanding and teamwork within Chennai’s medical community. Such efforts can lead to a more cohesive organisational culture, better job satisfaction among doctors, and ultimately, enhanced quality of patient care.
Generational Diversity, Organisational Culture, Team Dynamics, Doctors, Healthcare, Intergenerational Communication, Workplace Collaboration, Medical Teams, Age Differences.
Dr. K. Vijaya Chitra, Dr. S. Archana Bai, Dr. R. Suresh Babu
A STUDY ON DIGITAL MARKETING OPPORTUNITIES AND CHALLENGES IN THE CULINARY FOOD INDUSTRY CHENNAI CITY
This study explores the opportunities and challenges of digital marketing in the culinary food industry of Chennai city. With the rapid rise of digital platforms, food businesses increasingly leverage online marketing to enhance brand visibility, customer engagement, and market reach. The primary objective of this research is to examine how digital marketing impacts business performance while identifying the barriers faced by small and medium-sized enterprises (SMEs) in adopting these strategies. The study employs a quantitative research methodology, utilising a sample size of 180 respondents selected through random sampling to ensure a diverse representation of perspectives. Data was collected through structured questionnaires and analysed using descriptive and inferential statistical tools. The findings reveal that digital marketing significantly improves visibility and consumer interaction, with platforms like Instagram and food delivery apps playing a crucial role. However, challenges such as limited financial resources, lack of technological expertise, and difficulty in measuring return on investment (ROI) remain prevalent, particularly for SMEs. Additionally, concerns about maintaining the authenticity of Chennai's traditional cuisine in the face of modern marketing trends were noted. The study concludes that while digital marketing offers substantial growth opportunities for Chennai's culinary food industry, addressing financial, technological, and cultural barriers is essential for sustainable success. Further research could focus on evolving digital trends and long-term strategies to ensure balanced growth that preserves cultural heritage while leveraging modern marketing tools.
Digital Marketing, Culinary Food Industry, Chennai, SMEs, Brand Visibility, Consumer Engagement, ROI, Traditional Cuisine, Social Media Platforms, Marketing Challenges.
THE INFLUENCE OF DIGITAL MARKETING ON HEALTH-CONSCIOUS CONSUMERISM AND WELLNESS PRODUCT ADOPTION AMONG GEN Z GIG WORKERS IN CHENNAI CITY
In the age of hyper connectivity, the fast-moving digital world, wellness, gig work, and digital marketing are coming together to reshape how young consumers, especially Gen Z, think, behave, and buy. As the first truly digital-native generation, Gen Z is highly engaged with online content, especially when it comes from influencers and brands that feel authentic. This is especially true in the wellness space-covering fitness, nutrition, mental well-being, and lifestyle. At the same time, the booming gig economy in urban India has created a new group of young, self-employed workers who are conscious of their health but often juggling limited time and money. This study examines how digital marketing influences their purchasing decisions for wellness products, with a specific focus on Gen Z gig workers in Chennai City. Using a structured, survey-based approach, data were collected from 200 Gen Z gig workers (aged 18–28) engaged in flexible employment such as delivery services, freelancing, and app-based work. The questionnaire examined participants’ exposure to digital marketing, trust in influencers, attitudes toward wellness, budget constraints, and purchase intentions. The responses were analysed using SPSS with statistical techniques including descriptive statistics, chi-square tests, correlation analysis, and moderation analysis. The results were clear: digital marketing, especially influencer-driven content on platforms like Instagram and YouTube, has a strong impact on how likely Gen Z gig workers are to adopt wellness products. Influencer trust played a major role in shaping decisions. What’s more, those who already care deeply about health were even more likely to be influenced by wellness marketing. Even those who were highly engaged with wellness content often held back from buying because of cost concerns. This research sheds light on digital marketing clicks with a tech-savvy but financially cautious generation. It shows that brands trying to reach this group need to be real, relatable, and affordable. For wellness companies, there’s a big opportunity to connect by using micro-influencers, storytelling, and content that aligns with Gen Z values like transparency and mental health awareness. In a broader sense, the findings provide practical takeaways for marketers, brand strategists, and policymakers seeking to engage with India’s growing gig workforce. It also opens the door for future research into how these trends play out in other cities, sectors, and product categories, especially in a post-pandemic world where health and well-being have become top priorities.
Digital Marketing, Health-Conscious Consumerism, Gen Z, Gig Workers, Wellness Products, Purchase Intention, Influencer Marketing, Chennai City.
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THE IMPACT OF EARLY TECHNOLOGY EXPOSURE ON CHILDREN UNDER 8 YEARS: BENEFITS, RISKS AND BEST PRACTICES
The aim of this paper is both to synthesize the findings of previous research in the given domain and present the results of the empirical study concerning the impact of technology utilized by children below 8 years of age. The findings presented in the study may be useful for understanding the positive effects and hazardous characteristic of technology utilization at the initial stage. Self-organized creative expression by using interactive media tools can also be seen as an advantage. On the flip side, it emerges that risks are well defined and manifest in issues such as loss of concentration span, difficulties in social relations, physical well-being complications such as poor sleep quality, and ideas getting from age-appropriate material. The results supported by empirical data obtained from the survey of 200 parents. Consequently, the research unstoppably articulates that enhanced effective usage, which means the content quality, age limitation, and strict limitation of parental involvement can facilitate HELM positive impact without imposing relative harm. To this end, recommendations based on the paper are suggested for parents, educators, and policymakers on how best to guide young children in appropriate use of technology to enhance development rather than become a nuisance. This paper therefore seeks to share some findings to enhance the development of practical strategies in the overall care of children in the ever-technological society.X
Technology exposure, screen time, digital content, parental involvement, educational technology, child well-being, best practices for technology use
AN EMPIRICAL STUDY ONARTIFICIAL INTELLIGENCE AND ITS IMPACTS ONHUMAN RESOURCE MANAGEMENTOF IT SECTORWITH REFERENCE TO KTCC ZONE
This study helps the companies to analyse how the AI helps in human resource management to solve their employee’s problemand give proper solution to them. This study found that most of the company’s human resource management use AI to improve their employee’s performance also find solution to overcome their problems. This study is useful for the employees as well as the organizations in Chennai city. The size of the organization determines the employee’sproblems. The aim of this research is to find how AI helps human resource management to solve their employees’ problems and provides necessary solutions to reduce the impact in order to improve the effectivenessof organization. Organizational problems can vary regionto region, countries and across the world also it depends on the size of the economy. Multiple Linear regression analysis is used to test hypothesis and Structural equation model has been applied to identify the research model.
organizations, organizational effectiveness,HRM, Employee, problems and solution
INSTIGATING RELIABILITY OF ARTIFICIAL INTELLIGENCE BY EMBRACING IDEAS IN MANAGING WORKFORCE
Purpose/objectives of the study: This study discovers the role of AI in improving workforce reliability by integrating AI-driven strategies for workforce management. Methodology: Mixed-method approach has been adopted to examine how embracing AI-driven ideas enhance reliability in workforce management.Cronbach’s alpha testhas been applied to analyze the reliability of the questionnaire and KMO test is used to ascertain the sampling adequacy. Correlation and mediation analysis is used for this research to analyze the findings of the study. Findings: The adoption of artificial intelligence can be enhanced with the help of building trust among the employees and managing the workforce. The latest innovative tools of technology namely artificial intelligence, machine learning, deep learning, robotics, and algorithms can potentially create rapid growth in the organization's successful development.This highly creative technology has significantly transformed the work performed by the employees and organizing the work process. Research implications: The organizations need to provide a framework for evaluating the role of AI in enhancing productivity, workforce stability, and engagement. The management and HRdepartment should help in designing AI-based performance assessment, and task allocation systems. Novelty of the study: According to the review of literature most of the research was concentrated AI in HRM, building trust in different areas. But this study focused on instigating reliability of AI by embracing ideas in managing workforce.
Artificial Intelligence, trust, instigation, deep learning, robotics, workforce.
"CONSUMER BEHAVIOR IN RURAL E-COMMERCE: UNDERSTANDING FARMERS' PREFERENCES FOR ONLINE SHOPPING PLATFORMS IN HARYANA"
This study investigates the factors influencing consumer preferences for online shopping platforms among farmers in Haryana, India. Utilizing a sample of 397 respondents, the research employs Exploratory Factor Analysis (EFA), multiple regression, One-way ANOVA, and Chi-square tests to analyze the impact of price, quality, security, website design, and convenience on platform preference. The results reveal that website design and convenience, price, quality, and security significantly affect farmers' online shopping platform choices. Among the platforms evaluated, DeHaat emerged as the most preferred, followed by BigHaat, Flipkart, KrishiBazar, Amazon, AgriBegri and NinjaCart. The study highlights the importance of optimizing these key factors to enhance farmers satisfaction and loyalty in the competitive online retail market. The findings provide valuable insights for online retailers aiming to better cater to the needs of the agricultural community.
Online platform preference, price, quality, security, Website design and Convenience
SMART CHECKOUT AND AI-POWERED POS SYSTEMS: INFLUENCING CUSTOMER PURCHASES THROUGH SEAMLESS SHOPPING EXPERIENCES
Developments in AI and practical checkout structures have had a large impact on how offline shopping has changed through the years. This test examines how clever checkout technology and AI-powered Point of Sale (POS) systems can decorate seamless purchasing for studies at the same time as proactively influencing customer shopping for picks. Predictive analytics, computerized invoicing, and facial reputation payments are examples of AI-pushed checkout answers that reduce transaction friction, lessen down on wait instances, and boom customer happiness. Furthermore, AI-powered issue-of-sale (POS) systems use real-time information evaluation to optimize pricing techniques, recommend associated products, and tailor promotions—all of which in the end inspire extended spending. This take a look at discusses the moral ramifications of AI-pushed manipulation in offline retail while analyzing the behavioural and mental effects of seamless checkout studies on purchaser looking for patterns. Businesses can design effective, charming, and client-targeted retail locations that growth income and cultivate emblem loyalty with the useful resource of utilizing AI-powered factor-of-sale (POS) structures and smart checkout.
Point of Sale (POS) structures, clever checkout, customer buy behavior, contactless bills, biometric authentication, personalised tips, retail automation, cashier-less stores, augmented truth (AR) shopping, retail records privacy and safety, and synthetic intelligence (AI)
Smart Checkout Systems, Technologies, Facial reputation Payments, Automated inventory control.
CHALLENGES AND OPPORTUNITIES OF FEMALE LEADERSHIP IN GOVERNMENTAL OFFICE: EVIDENCE FROM SELECTED WOREDAS OF SIDAMA REGIONAL STATE
This study aimed to evaluate the obstacles and opportunities for women in leadership roles within government offices in selected districts (Woredas) of the Sidama Regional State. Employing a descriptive research design, primary data was collected using stratified random sampling. Woreda offices were divided into four groups, and respondents were then randomly selected from each group. Data collected through questionnaires was analyzed using Stata software. Key findings revealed that challenges hindering female leadership include childhood background, family responsibilities, lack of family support, societal attitudes, limited education, male-dominated decision-making, financial constraints, lack of role models, and insufficient partner support. The study recommends that the Woreda Administration should implement long-term and short-term training programs and awareness campaigns to empower women with the knowledge, skills, and confidence necessary to pursue leadership positions in government offices.
Female leadership, Government offices, Challenges, Opportunities
REASSESSING THE POSSESSION MODEL IN INDIAN INSOLVENCY: EXPLORING THE NEED FOR A STRATEGIC SHIFT
Since its adoption in 2016, India’s insolvency regime—which is regulated by the Insolvency and Bankruptcy Code (IBC)—has mostly adopted a creditor-in-control framework, emphasizing quick resolution through resolution and protecting the interests of creditors. The United States (US), on the other hand, have more debtor-centric insolvency systems. Businesses are permitted to continue operating under their current management and create reorganization plans in order to maintain business continuity under Chapter 11 of the U.S. Bankruptcy Code. Similarly, a debtor-in-possession moratorium and restructuring plans with cross-class cram-down capabilities were introduced by the United Kingdom’s (UK) Corporate Insolvency and Governance Act (CIGA) of 2020, which gave directors of the company the ability to guide the company through financial difficulties while maintaining certain protections for creditors. Recent court decisions in India have raised questions about the uniformity and dependability of the IBC, most notably the recent May 2025 Supreme Court’s judgment to revoke a $2.3 billion acquisition deal between JSW Steel and Bhushan Power due to procedural irregularities, which was approved by NCLT in 2019 after 770 days from initiation and final acquisition in 2021. Aiming to enable out-of-court remedies led by creditors, the Creditor-Led Insolvency Resolution Procedure (CLRP) was introduced concurrently, allowing financially troubled businesses to continue operating without an instant change in management control. By contrasting India’s creditor-driven structure with the more debtor-oriented systems in the US and the UK, this study examines the shifting dynamics of insolvency regimes. It examines the benefits and drawbacks of migrating to a debtor-supportive system in India, taking into account operational continuity, creditor safeguards, and legal outcome predictability. The study aims to assess whether this change could enhance India’s financial stability and increase its attractiveness to foreign investors.
ASSESSING THE IMPACT OF SUCCESSION PLANNING ON THE LIFESPAN OF FAMILY-OWNED BUSINESSES IN INDIA
Family-Owned Businesses (FOBs) form the backbone of India’s entrepreneurial and economic landscape. They account for the majority of privately held firms in India and contribute substantially to employment, regional development, and capital formation. However, these enterprises face a serious threat to long-term continuity, especially when transitioning from one generation to the next. The lack of structured succession planning, coupled with regulatory and tax ambiguities, results in fragmentation, loss of capital, and even business collapse. This research critically evaluates how succession planning—or the absence thereof—affects the longevity of FOB in India. It draws on comparative legal frameworks adopted in Spain and Italy, where succession laws have been tailored to support generational continuity, both through legal recognition and fiscal incentives. These countries, by offering inheritance tax reliefs, recognizing intra-family transfers, and providing legal clarity, have demonstrated how policy interventions can stabilize family enterprises across generations. Through doctrinal and policy-based research, the paper identifies the gaps in India’s current tax and corporate frameworks that hinder effective succession. It proposes a policy model that draws from successful European practices but adapts them to India’s unique social and legal context. The research aims to demonstrate that the longevity of FOBs is not just a private or familial issue but one with significant macroeconomic implications, warranting urgent legislative attention.
INTEGRATING TRADITIONAL INDIAN SUSTAINABLE PACKAGING MATERIALS, REGIONAL STARTUPS, AND DESIGN THINKING FOR A SUSTAINABLE FUTURE: A REVIEW
The growing environmental threat posed by plastic waste—particularly from the packaging sector—necessitates a shift toward sustainable, scalable, and culturally integrated alternatives. India, with its deep reservoir of traditional knowledge and biodiversity, offers a rich foundation for reimagining packaging through indigenous materials such as pigol leaves, jute, sal leaves, clay, and palm fronds. This study explores the potential of these region-specific materials across North, South, East, and West of India, analyzing their ecological advantages, practical limitations, and revival through contemporary design thinking methodologies. Using the Double Diamond Model as a design framework, the study evaluates how startups like LeafyPack, Jutify, MittiCool, and EcoRoots apply iterative, user-centered innovation to transform traditional materials into commercially viable packaging solutions. A comparative analysis of these ventures reveals both the promise and challenges—ranging from scalability and durability to policy gaps and consumer awareness—that currently limit widespread adoption. The study also provides a forward-looking strategy emphasizing design-policy integration, smart packaging technologies, decentralized rural production hubs, and university-led incubation for craft-tech startups. These recommendations aim to bridge the rural-urban divide and position India as a global leader in packaging. By synthesizing traditional material wisdom with modern innovation tools, this research contributes to the discourse on environmentally conscious design and inclusive entrepreneurship. It underscores that India’s sustainable packaging revolution lies not in reinventing, but in redesigning and rediscovering its own heritage to meet contemporary ecological and economic needs.
Packaging, Traditional Indian Materials, Design Thinking, Regional Startups, Sustainability
Monica Singh, Abhishek Kumar Singh, Kumar Sambhav, Ranganath M Singari
REVOLUTIONIZING COMMERCE WITH AI: EMERGING APPLICATIONS IN FINANCE, ACCOUNTING, AUDITING, AND STRATEGIC LEADERSHIP
Artificial Intelligence (AI) is transforming commerce by revolutionizing finance, accounting, auditing, and strategic business management. This research explores AI-driven innovations and their impact on modern business practices, focusing on awareness, adoption, benefits, challenges, and trust in AI. A sample of 150 respondents, including professionals and business leaders, was surveyed to assess AI’s role in commerce. Findings reveal that AI enhances operational efficiency, financial forecasting, and decision-making, with 68% of respondents acknowledging its significance. However, challenges such as high implementation costs (65%), lack of technical expertise (58%), and concerns over data security (45%) remain major barriers to adoption. The study also highlights growing trust in AI, with 62% expressing confidence in its ability to optimize business functions. Despite concerns over job displacement and ethical issues, the future of AI in commerce appears promising. Addressing regulatory frameworks, workforce adaptation, and ethical AI development will be key to maximizing AI’s potential.
AI in Commerce, Financial Automation, AI Adoption, Business strategy
INFLUENCE OF STORE ATMOSPHERE ON CONSUMER PURCHASING BEHAVIOR IN INDIAN APPAREL RETAIL"
This study investigates the influence of store atmospherics on customer buying behavior in Indian apparel stores, addressing a significant research gap in the context of Indian retail. The purpose is to understand how ambient factors such as lighting, layout, music, AC temperature, employee interaction, odor/fragrance, and overall ambiance impact customer satisfaction and purchase decisions. Employing a quantitative methodology, data were collected from 164 respondents outside H&M, Westside, and Zudio stores using a structured questionnaire rated on a Likert scale. The study's conceptual framework guided the analysis, using ordinal logistic regression to assess the relationship between atmospheric variables and customer revisit intentions. Major findings reveal that all atmospheric elements significantly influence buying behavior, with lighting receiving the highest satisfaction rating. The study fills a research gap by providing empirical evidence on the comprehensive impact of store atmospherics in Indian apparel retail, a context previously underexplored. It also addresses the problem of enhancing customer loyalty in the competitive retail landscape by offering practical insights for optimizing store environments. This research underscores the importance of tailored atmospheric strategies to improve the shopping experience, driving customer satisfaction and repeat visits.
Store atmospherics, Consumer behaviour, Indian apparel retail, Sensory cues, Customer satisfaction, Empirical evidence.
Dr Aparna Jain, Dr. Chetan Kanjibhai Jiwani, Ms. Monika Nikesh Kumar Rathod, Dr. Meera Rajawat, Ms. Aafreen Shah
DECIPHERING THE CRITICAL INTERSECTION OF MARITAL STATUS AND WORK-LIFE HARMONY- A RIGOROUS ANALYSIS OF STRUCTURAL, CULTURAL, AND PSYCHOLOGICAL BARRIERS FACED BY WOMEN PROFESSIONALS
Purpose: Women's increased engagement as working professionals makes it more difficult for them to reconcile career and family responsibilities and it becomes more complicated when they are married. Due to women's conventional home roles, religious mandates, and cultural norms and beliefs, the situation gets more complicated in patriarchal nations like India. So this study aims to determine the effect of marital status in managing work life balance among women professionals of Uttar Pradesh, India. Design/Methodology: The sample population of this study is full-time working women from Uttar Pradesh, India. Responses from 90 women serving in both public and private sector in Uttar Pradesh were investigated by applying descriptive and inferential analysis. Karl Pearson Co-efficient and linear regression analysis are used to test the hypotheses. Findings: The findings show that work-life balance and work-family conflict of single women is more stable in comparison with married women. Work Family Conflict and Family Work is significantly different in both the marital statuses. It is more in married women and comparatively less in single women because they have lesser family responsibilities.
Work life Balance, Marital Status, women professional, Married, Single
Ms. Priyanshi Mishra, Dr Priyanka Pandey, Dr Shruti Pandey, Ms. Shalini Srivastava, Mr. Shobhit Agarwal
THE STATUS OF SERVANT LEADERSHIP, ORGANIZATIONAL COMMITMENT, AND ORGANIZATIONAL CITIZENSHIP BEHAVIOR: A CASE STUDY OF STATE OWNED HEI’S IN SOUTHERN ETHIOPIA
Servant leadership is a holistic leadership strategy that emphasizes follower growth in the areas of ethics, reason, emotion, relationships, and spirituality. A measure of an employee's identification with the organization's aims and guiding principles, how much the company trusts in them, and how hard they work to remain a part of it is also reflected in their organizational commitment. A case study of state-owned HEI's in Southern Ethiopia aims to assess the condition of servant leadership, organizational commitment, and organizational citizenship behavior. The design inquiry method systematically addresses both qualitative and quantitative elements using a mixed methods research approach. For administrative purposes, the research was carried out at two institutions that were chosen from a particular layer. They were Wolayita Sodo University and Dilla University. The two universities then choose eight colleges altogether at random. In particular, a simple lottery system, which is primarily a random sampling approach, selected four candidates from Wolayita Sodo University and Dilla University. Stratified random sampling is used to choose 242 trainers out of a pool of 611. Primary and secondary data sources are included in this study. The main data were gathered using semi-structured interviews and organized questionnaires, while the secondary data were derived from books, periodicals, and papers about the servant's leadership, organizational commitment, and organizational citizenship behavior. Descriptive statistics (mean, standard deviation) were used to analyze the study. Although there is some degree of rapport and attachment between respondents, there may be room for improvement in promoting a greater sense of commitment and personal meaning. Generally speaking, the data reveals respondents who actively promote collaboration, knowledge sharing, and problem-solving in their workplace. It also demonstrates a firm dedication to helping coworkers.
Servant Leadership, Organizational Commitment, Organizational Citizenship Behavior, Higher Education Institutions
Sintayehu Gurmessa Chimedessa, Arvinder Singh Chawla
Technology is used extensively in this paper. We are talking about the many forms of mobile computing, its present tendencies, and the technological period. A better knowledge of human mobility patterns would provide insights into a number of significant socioeconomic and urban planning challenges. Mobile computing is the newest technology that enables the transfer of data, audio, and video. New applications that handle large data gathering, identify significant locations that people frequent, and estimate relative traffic volumes on city roadways are made possible by the combination of mobile computing, sensing, and cloud computing. The primary ideas of this article are trends, technology, mobile hardware, and mobile communication.
technology, cloud computing, mobile computing etc.,
TECHNOLOGICAL ADVANCEMENTS AND WOMEN'S EMPOWERMENT THROUGH EXPERIENTIAL LEARNING: A FUTURISTIC PERSPECTIVE
This study gives a state-of-the-art point of view on the synergistic commitments that innovative types of headway, readiness, and ladies' bracing make to enabling bearing worth. The sensational limit of improvement in engaging ladies through mentoring turns out to be progressively clear in a period set to the side by fast mechanical progress. The confounding propensities by which mechanical levels of progress can head about as impetuses for moving path correspondence and ladies' building up are the subject of this evaluation, with direction filling in as the focal reason. The beginning of the paper examines the current landscape of technological advancements and their effects on education. It centres on how advanced stages, web-based learning instruments, and computerized reasoning can make training more open to ladies all over the planet. In addition, the evaluation investigates the specific role that emerging technologies through gamified patterns (experiential learning) such as virtual and augmented reality play in creating educational experiences that are captivating, eye-catching, and above and beyond standard thresholds. In addition, the evaluation investigates the possibility of challenging hypotheses and reshaping the social impression of bearing occupations by examining the socio-social effect of mechanical mediations in educational settings. It investigates how headway engaged arranging can draw in women by outfitting them with material cut-off points, making unequivocal thinking, and affecting business, finally refreshing their cash-related independence and social effect.
Women Empowerment, Education, Technological Advancement, Gender Equality, Experiential Learning
Ananth Selvakumar, K.Santhanalakshmi , Challapalli Praseeda, Martin Selvakumar Mohanan, B. Sambath Kumar, D.Yuvaraj
BRIDGING THE GAP: INTEGRATING FINANCIAL METRICS WITH MARKETING ANALYTICS FOR BETTER RETURN ON INVESTMENT
In today’s highly competitive business environment, organizations are continuously striving to maximize their Return on Investment (ROI). Bridging the gap between financial metrics and marketing analytics emerges as a pivotal strategy to enhance decision-making processes and optimize overall performance. This paper explores the integration of financial metrics with marketing analytics to provide a comprehensive framework that supports more accurate and effective measurement of marketing ROI. While financial metrics offer quantitative insights into profitability, cost-efficiency, and cash flow, marketing analytics focuses on customer behavior, campaign effectiveness, and market trends. The fusion of these two disciplines allows businesses to better understand how marketing efforts translate into tangible financial outcomes. Advances in artificial intelligence (AI) and machine learning technologies have revolutionized the way data is analyzed and interpreted, enabling marketers and financial analysts to uncover deep insights from complex datasets. By leveraging AI-driven tools, organizations can automate data collection, predictive modeling, and real-time performance tracking, leading to faster and more informed strategic decisions. This integrated approach not only enhances transparency but also facilitates alignment between marketing objectives and financial goals. The study emphasizes the importance of a unified data infrastructure that consolidates financial and marketing data streams, promoting seamless communication across departments. Practical implementation challenges, such as data quality, privacy concerns, and organizational silos, are discussed alongside potential solutions. Case studies from various industries demonstrate the tangible benefits of integration, including improved budget allocation, targeted customer engagement, and enhanced profitability. Furthermore, the paper highlights the role of key performance indicators (KPIs) that bridge financial and marketing metrics, such as Customer Lifetime Value (CLV), Marketing ROI, and Cost Per Acquisition (CPA). These KPIs enable companies to quantify marketing effectiveness in financial terms, fostering accountability and strategic alignment. As businesses increasingly adopt digital marketing channels, the ability to link granular marketing data with financial results becomes essential for sustainable growth.
Financial Metrics, Marketing Analytics, Return on Investment (ROI), Data Integration.
Dr.Dowluri Sudhakar, Dr.J.S.V.GOPALA SARMA, Akula Deepika, Dr. K P R Rajesh
INTEGRATING ARTIFICIAL INTELLIGENCE IN THE CIRCULAR ECONOMY: A STANDARDISED FRAMEWORK
The integration of Artificial Intelligence (AI) into Circular Economy (CE) practices presents significant potential for enhancing sustainability and resource utilization. This study aims to develop a comprehensive framework for implementing AI and CE, based on the systematic literature review (SLR) and expert validation using the Delphi method. The Slayer was conducted following the PRISMA guidelines utilising Web of Science, Scopus and ScienceDirect databases to identify key attributes relevant to AI-CE integration. The Delphi method was employed to achieve expert consensus, with agreement validation through percentage agreement analysis. The proposed framework consist of five core components: Data Management, AI Model Selection, System Integration, Performance Monitoring and Governance & Ethics. Expert feedback was incorporated, ensuring the frameworks relevance and applicability. This study contributes to existing research by providing a structured approach to AI-driven CE processes while maintaining efficiency, ethical considerations, and regulatory compliance. The framework serve as a guideline for researchers, policy makers, and in industry stakeholders, supporting sustainable development goals through responsible AI applications.
Artificial Intelligence, Circular Economy, Delphi Method, Sustainability, Framework.
Mohd Tayyab, Varun R S, Ranganath M Singari, Peer M Sathikh
MARKETING GENERIC MEDICINES: BRIDGING THE GAP BETWEEN AFFORDABILITY AND CONSUMER TRUST
Generic drugs serve as a price-powerful alternative to branded pharmaceuticals, enhancing healthcare accessibility and affordability. However, notwithstanding their proven efficacy and stringent regulatory approvals, consumer skepticism regarding their excellent and effectiveness stays a venture. Addressing these worries requires strategic marketing initiatives that foster trust and sell informed choice-making. This paper explores the position of purchaser training, healthcare professional advocacy, and digital engagement in reshaping public notion of regularly occurring drugs. By emphasizing branding, regulatory transparency, and focused communique, the pharmaceutical industry can bridge the gap between affordability and patron self belief, contributing to a extra inclusive and equitable healthcare device
Generic drug treatments, affordable healthcare, customer consider, pharmaceutical advertising and marketing, branding techniques, regulatory transparency, digital engagement, affected person schooling.
Mrs. B. Rajeswari, Dr. G. Nirmal Dayanand Raju
UNPLUGGING FROM STRESS: WORK-LIFE BALANCE CHALLENGES IN INFORMATION TECHNOLOGY
The purpose of this research is to learn how IT workers' stress levels impact their work-life balance. It delves into the specific sources of stress that IT personnel in Hyderabad face, including both organizational and personal factors. With an emphasis on OCS, PCS, and the deployment of remedial measures to relieve stress (FRMRS), the study framework incorporates several studies on the job performance of IT professionals. These factors all impact the overall quality of work life. Secondary data is supplemented with primary data in this research. Standardized questionnaires were sent out to IT staff members in order to collect primary data, while scholarly articles, websites, and books were used to compile secondary data. Utilizing a convenience sample strategy, a descriptive and exploratory research approach was chosen. Using IBM SPSS Version 28.0, 114 replies were examined in total. “Nearly half of those who took the survey were agnostic about the impact of stress on their lives. Particularly for female workers, problems at home ranked high on the list of stressors. All workers need a work-life balance and methods to reduce stress, according to the results. In today's fast-paced business world, it's crucial for employers and workers to work together to reduce stress and enhance the work-life balance. In tech-driven businesses in particular, where stress may have a detrimental effect on performance, addressing stress-related problems is critical for company success. Results show that IT staff are only somewhat effective, with room for development. Improved quality of life at work in IT companies is a direct result of the helpful insights offered by this study on how to deal with stress.
Human resource management, Information technology, Quality of work life, Stress, Work performance, IT Employees.
Mr.Charan Teja Ayyala, Dr. J N V Naresh Babu, Mr. Rakesh Kotipalli, Mr. P. Narasimha Babu
EXPLORING CORPORATE EMPLOYEES’ VIEWS ON ARTIFICIAL INTELLIGENCE’S IMPACT ON MARKETING: A CASE STUDY OF HYDERABAD CITY
This study explores the perspectives of corporate employees in Hyderabad city on the transformative role of Artificial Intelligence (AI) in revolutionizing marketing practices. As businesses worldwide increasingly incorporate AI technologies to enhance marketing strategies, understanding the views of employees who are integral to the implementation and adoption of these technologies is crucial. Through a structured survey and in-depth interviews with marketing professionals across various industries in Hyderabad, this research examines their opinions on the benefits, challenges, and future potential of AI in the marketing domain. Key areas of focus include AI’s impact on customer personalization, data-driven decision-making, automation of marketing tasks, and the integration of AI into traditional marketing frameworks. The findings suggest that while corporate employees recognize the immense potential of AI in driving marketing innovations, there are concerns regarding the need for skill development, data privacy, and the ethical implications of AI use. The study also highlights the importance of continuous learning and adaptation to fully leverage AI’s capabilities in marketing. This research contributes to the broader understanding of how corporate employees perceive AI’s role in reshaping marketing strategies and offers insights for businesses looking to enhance AI adoption in their marketing processes
Artificial Intelligence, Semi-Structured Interview, AI in marketing.
AN EFFECT OF ENTREPRENEURSHIP ON REGIONAL DEVELOPMENT & URBANIZATION WITH RESPECTIVE CHITTOOR DISTRICT IN ANDHRA PRADESH
Entrepreneurship plays a crucial role in shaping the development of regions and the process of urbanization, particularly in rapidly growing areas like Chittoor District in Andhra Pradesh. As a significant catalyst for economic advancement, entrepreneurship drives job creation, boosts infrastructure, and encourages innovation. This study examines the influence of entrepreneurship on the regional development and urbanization in Chittoor District, taking into account its unique socio-economic, geographical, and cultural characteristics. “The research focuses on the contributions of local entrepreneurs through small and medium enterprises (SMEs), agriculture-related businesses, and technology-driven startups. By analyzing key economic indicators, employment trends, infrastructure growth, and patterns of urbanization, the study aims to assess the role of entrepreneurship in the district’s development. Additionally, it investigates the influence of government policies, market conditions, and regional factors to understand how entrepreneurship can support long-term sustainability and urban growth. The research findings will offer valuable insights into the connection between entrepreneurship and urbanization, providing recommendations for creating a thriving entrepreneurial ecosystem that could serve as a model for other regions in India. Furthermore, the study highlights key challenges faced by entrepreneurs in Chittoor, including access to capital, skilled labor, and market connectivity. Overall, this research emphasizes the importance of entrepreneurship in driving inclusive regional development and urbanization in a rapidly changing global economy.
Dr. N.Surekha, R.Swarna Deva Kumari, V. Sangeetha Priya, G.R. Durga Devi