International Journal of Multidisciplinary Science Research Review
International Journal of Multidisciplinary Science Research Review is a pioneering online platform dedicated to advancing and disseminating cutting-edge research across a wide spectrum of academic disciplines. As a peer-reviewed, open-access journal, This Journal is committed to promoting collaboration and knowledge exchange among scholars, researchers, and professionals from around the world.
Mediating Role of Quality of Work Life in the Relationship between Emotional Intelligence and Faculty Performance
Emotional intelligence has become an important factor touching upon the behavior of employees, their relationships, and performance at the workplace. Faculty members in higher learning institutions have to handle their academic duties, their interaction with students, and the expectations of the institutions, and thus emotional intelligence is a crucial competency. Meanwhile, the quality of work life is also a major factor that defines the level of employee satisfaction, motivation, and performance in the workplace. This article discusses the mediating market of quality of work life in the association between emotional intelligence and performance of faculty. The study explores the role of emotional intelligence in determining the direct and indirect effects on the performance of the faculty as a result of the quality in the work life. The faculty members employed in higher educational institutions can be gathered to give data based on a structured questionnaire that gauges emotional intelligence, quality of work life, and faculty performance. The proposed relationships can be tested using the help of statistical methods like correlation analysis, regression analysis, and structural equation modeling. It is assumed that the results will indicate that emotional intelligence has a positive impact on the faculty performance and that the quality of work life is the most important mediating variable in the described relationship. The research points out the significance of building emotional intelligence skills and enriching the workplace to increase the productivity of the faculty and effectiveness of the institution. The findings can be useful to the administrators of education and policymakers in the development of strategies aimed at creating a supportive work environment and enhancing emotional intelligence in faculty members.
Emotional Intelligence, Quality of Work Life, Faculty Performance, Higher Education, Mediation Effect and Organizational Behavior
Copyright (c) 2026 International Journal of Multidisciplinary Science Research Review
GST REFORMS AND DIGITAL TRANSFORMATION AMONG MSME ENTREPRENEURS
The introduction of the Goods and Services Tax (GST) in India was a ground changing event in the Indian indirect taxation system. In the case of the Micro, Small, and Medium Enterprises (MSMEs), GST not only reorganized the tax compliance but also increased the rate of digital transformation. This article discusses how GST reforms, together with digitalization, affect MSME entrepreneurs, along with the prospects and difficulties, along with their long-term consequences. It discusses how digitization brought about by GSTs has enhanced transparency, formalization, credit access, and operational efficiency as well as finding barriers to digitization which include compliance burden and digital divides. The article is a conclusion that GST reforms have served as a catalyst to the digital transformation that has contributed to a competitive and inclusive MSME ecosystem.
Digital Transformation, Input Tax Credit (ITC), E-Invoicing, GST Network (GSTN), Operational Efficiency and Digital Payments
The Concept of Oceanic Possibilism in the Ancient Indian Knowledge Tradition
Geography is a spatial discipline, and space is a universal reality of this universe. Therefore, no branch of real knowledge remains untouched by geography. The primordial sources of authentic knowledge our ancient Indian scriptures contain an inexhaustible treasury of wisdom, including substantial geographical insights. Many ideological branches of modern geography are described directly or indirectly within these texts. Among the major modern geographical ideologies, ‘Possibilism’ is one of the most popular and widely recognized concept. In the modern history of geography, extensive research has emphasized human intelligence, capability, and culture over environmental determinism. According to Vidal de La Blache, ‘nature sets limits, and human beings, through skill and ingenuity, create possibilities to shape their environment. One aspect of these natural limits is the ocean, which in ancient times appeared insurmountable. However, ancient Indian civilization and its classical textual corpus provide numerous literary descriptions and archaeological evidences suggesting that people of ancient India found ways to overcome even this formidable natural barrier. Through their capability and determination, they accomplished feats that may seem impossible even in today’s technologically advanced and resource-rich world. Such human efforts in the maritime context are termed here as ‘Oceanic Possibilism’. The primary objective of this research is to explore aspects related to this concept in ancient Indian scriptures and archaeological evidence. The paper seeks not only to highlight the possibility-oriented maritime outlook of ancient Indian civilization but also to harmonize ancient Indian knowledge traditions with modern theoretical frameworks and establish their scientific relevance
Oceanic Possibilsm, Maritime Possibilities, Indian Knowledge Tradition, Creation of the Sea, Samudra-Manthana, Ancient Oceanic Bridge, Ancient Indian Marine Knowledge. Ancient Naval Operation, Maritime Possibilism. Maritime rescue mission.
AI-Enabled Healthcare Technologies: Transforming Patient Care, Clinical Decision Support, and Health Outcomes; Theoretical Framework
The healthcare industry is undergoing rapid changes due to Artificial Intelligence (AI), which has improved the accuracy of diagnosis, contributed to better clinical decision-making and allowed personalized treatment of patients. Machine learning, natural language processing, robotics, and predictive analytics are AI-enabled technologies that transform healthcare systems across the globe. The technologies can help medical workers analyze complicated medical data, identify diseases at an initial stage, optimize treatment plans, and transform patient outcomes. Telemedicine, remote monitoring, and administration of healthcare are other areas that AI assists in increasing efficiency and minimizing expenses. Although AI implementation in healthcare has substantial benefits, the initiative also has such obstacles as ethical issues, the privacy of data, regulatory matters, and the necessity of qualified experts. This paper discusses how AI-based healthcare solutions can alter the landscape of patient care, reinforce clinical decision support tools, and enhance health outcomes in general and the aspects and issues of AI integration into the contemporary healthcare setting.
Machine learning, natural language processing, robotics, and predictive analytics
THE CHANGE IN CONSUMER HABITS CAUSED BY FLASH SALES AND SOCIAL MEDIA ADVERTISEMENT
<span lang="EN-US" style="font-size: 10.0pt; line-height: 107%; font-family: 'Calibri',sans-serif; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: Calibri; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin; mso-bidi-font-family: Gautami; mso-bidi-theme-font: minor-bidi; mso-ansi-language: EN-US; mso-fareast-language: EN-US; mso-bidi-language: AR-SA; mso-bidi-font-weight: bold;">The increasing use of flash sales and social media advertisements encourages haste, impulsive purchases, and brand switching, which changes consumer behavior and puts long-term brand loyalty to the test. . There is a lack of research on urgency-driven impulsive purchase, which ignores ethics, cultural differences, and long-term loyalty. To evaluate flash sales and social media advertisements in a sustainable manner, these holes must be filled. Objectives of the study to determine the impact of social media ads on a consumer's preferences, perceptions, and purchasing choices. to ascertain the effect of flash sales on consumer purchasing patterns, such as brand loyalty, urgency, impulse buying, and brand-switching. to investigate whether flash discounts and social media advertisements lead to long-term shifts in customer loyalty and behavior or to impulsive, short-term purchases. This research project is being carried out using a cross-sectional study design. A systematic questionnaire yielded 520 responses in all, which spss software then examined. The majority of participants (90%) were over the age of 18–25, followed by those in the 36–45 age range who were mid-career individuals and parents (40%), young professionals and those in the early stages of their careers (30%), and professionals in the 45–60 age range who were approaching retirement (20%). This study's goal is to influence people's perceptions of impulsive buying, urgency buying, and short- and long-term changes in behavior. Due to increased haste and impulsive purchasing brought on by social media advertisements and flash deals, customers are more likely to switch brands. Because of this changing behavior, businesses are being forced to reconsider their long-term brand loyalty plans and consumer engagement and retention tactics.
Flash sales, brand switching, impulse buying, social media Advertisement, Perception, Purchasing decision
Public Administration and Social Welfare Delivery: Examining Performance and Implementation Challenges
The social welfare schemes are important in enhancing the living standards of the vulnerable and disadvantaged populations. The success of these programs however, greatly depends on the effectiveness of the public administration and capacity to overcome different issues of implementation. The article will analyze how social welfare delivery has been performing and the main administrative problems that have been faced in the process of implementation. The research aims at investigating problems like administrative inefficiency, resource shortage, corruption and misappropriation of funds, interdepartmental inefficiency, ignorance among beneficiaries and complicated administrative set ups. It relies on primary data that were gathered by 200 respondents with the help of the convenience methodology. Analysis of the data and understanding the degree of challenges that were faced by the respondents were done using descriptive statistical tools like mean and standard deviation. The results indicate that there exist a number of administrative and institutional obstacles that influence successful implementation of welfare schemes. Out of the pointed out challenges, it was discovered that administrative inefficiency, absence of coordination and the poor awareness of beneficiaries had a great impact on the provision of welfare services.<span lang="EN-US" style="font-size: 10.0pt; line-height: 107%; font-family: 'Calibri',sans-serif; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: Calibri; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin; mso-bidi-font-family: Gautami; mso-bidi-theme-font: minor-bidi; mso-ansi-language: EN-US; mso-fareast-language: EN-US; mso-bidi-language: AR-SA; mso-bidi-font-weight: bold;">The article has indicated the need to enhance efficiency in the administration, increase transparency and there is the need to create more awareness among the masses on welfare schemes. It further indicates that making the processes to be less complicated, and enhance the effectiveness of coordination across the government departments can contribute to the successful implementation of welfare programs. On the whole, this study adds value to a deeper interpretation of the problem in the field of public administration and offers suggestions on how to enhance the system of delivery of social welfare.
Administrative inefficiency, Lack of resources, Corruption and misuse of funds, Lack of coordination and Complex procedures.
Emotional Intelligence and Work-Life Balance as Drivers of Faculty Job Performance; Conceptual Framework
<span lang="EN-US" style="font-size: 10.0pt; line-height: 107%; font-family: 'Calibri',sans-serif; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: Calibri; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin; mso-bidi-font-family: Gautami; mso-bidi-theme-font: minor-bidi; mso-ansi-language: EN-US; mso-fareast-language: EN-US; mso-bidi-language: AR-SA; mso-bidi-font-weight: bold;">Emotional intelligence and work-life balance are now among the crucial factors in job performance in institutions of higher learning. Faculty members have various obligations, which are teaching, research, administrative work, and student mentoring. Such demands usually cause pressure that may affect their productivity and well-being. Emotional intelligence helps faculty to manage their emotions, regulate them and deal with relationships with the students, colleagues and administrators. Meanwhile, a healthy work-life balance means the faculty members will be able to cope with professional life and at the same time not spoil the personal one. This article discusses the role of emotional intelligence and work-life balance as the determinants of faculty job performance. It talks of theoretical backgrounds, elements of emotional intelligence and significance of work-life balance in learning institutions. Moreover, it examines the effect of these factors on the teaching effectiveness, research productivity, and professional satisfaction. The research points out those educators can boost faculty performance, institutional productivity and the overall quality of education when the institutions have policies that encourage emotional growth and conducive work-life policies
Emotional Intelligence, Work-Life Balance, Faculty Job Performance, Social Skills and Emotional Competence
Factors affecting work life balance of women faculty members in self-financing Arts and Science College; an overview
<span lang="EN-US" style="font-size: 10.0pt; line-height: 107%; font-family: 'Calibri',sans-serif; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: Calibri; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin; mso-bidi-font-family: Gautami; mso-bidi-theme-font: minor-bidi; mso-ansi-language: EN-US; mso-fareast-language: EN-US; mso-bidi-language: AR-SA; mso-bidi-font-weight: bold;">Work intelligence has assumed a very significant issue among women in the field of higher education and this has been a major concern especially in self financing colleges of art and science where the demand of work, administrative duties of the college and its performance is ever growing. The women faculty are usually faced with difficulty in integrating their work life with their family and personal care. This review will focus on the most important variables that contribute to the work-life balance of female faculty members in self-financing institutions. Some of the key determinants are workload, policies in the institution, job stress, time management, family roles, organizational support, and the presence of flexible work arrangements. Moreover, gender roles and socio-cultural expectations play an important role in influencing the way in which women balance their educational and professional lives with their families. Lack of supporting infrastructure including child care, mentoring systems and equitable allocation of workload also exacerbates work family conflict. The research notes that institutional policies, good leadership, and working flexibility would go a long way to improve the work-life balance of women faculty. Healthy working environment does not only enhance the well-being and job satisfaction of the women educators but also leads to increased productivity and effectiveness of the institution. The summary highlights the importance of educational institutions adopting gender sensitive policies and supportive systems so that there can be sustainable career development and personal wellbeing of women faculty members.
Work–Life Balance, Women Faculty, Self-Financing Colleges, Job Stress, Organizational Support, Family Responsibilities, Higher Education and Gender Roles
Theoretical Insights into Work–Life Balance of College Teachers in the Era of ICT and Online Education
<span lang="EN-US" style="font-size: 10.0pt; line-height: 107%; font-family: 'Calibri',sans-serif; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: Calibri; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin; mso-bidi-font-family: Gautami; mso-bidi-theme-font: minor-bidi; mso-ansi-language: EN-US; mso-fareast-language: EN-US; mso-bidi-language: AR-SA; mso-bidi-font-weight: bold;">Work Life Balance (WLB) is a critical issue among the college teachers in the modern academic set-up, especially with the growing adoption of Information and Communication Technology (ICT) and online learning. Digital platforms, virtual classes, learning management systems, and online communication tools have changed the teaching-learning process considerably in higher learning institutions. Although ICT has presented potentials of flexibility in learning and enhanced access to educational materials, it has also created more work and the work life boundary between the teachers has been blurred. College professors usually cannot avoid creating online material, teaching online courses, grading online papers, and staying online and available to the learners in a number of different ways. These duties can be beyond the normal working hours and put one with difficulties of balancing between work and the personal life. <span lang="EN-US" style="font-size: 10.0pt; line-height: 107%; font-family: 'Calibri',sans-serif; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: Calibri; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin; mso-bidi-font-family: Gautami; mso-bidi-theme-font: minor-bidi; mso-ansi-language: EN-US; mso-fareast-language: EN-US; mso-bidi-language: AR-SA; mso-bidi-font-weight: bold;">In theoretical terms theories like role theory and boundary theory describe the situation of multiple professional and personal roles becoming the cause of role conflict and stress in case the boundaries are not established. The female college educators especially can feel the extra strain when they have to care about academic tasks and family and social life. A good work-life balance in a classroom with ICT facilities is thus critical towards the well being of teachers, job satisfaction as well as professional performance. These theoretical components would ensure that institutions come up with favorable policies and plans that would facilitate healthy
Work–Life Balance, ICT, Online Education, College Teachers, Higher Education, Role Theory.
Fintech in Banks : Prospects and challenges,Transformation Strategies for Implementation in Fintech Banking
<span lang="EN-US" style="font-size: 10.0pt; line-height: 107%; font-family: 'Calibri',sans-serif; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: Calibri; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin; mso-bidi-font-family: Gautami; mso-bidi-theme-font: minor-bidi; mso-ansi-language: EN-US; mso-fareast-language: EN-US; mso-bidi-language: AR-SA; mso-bidi-font-weight: bold;">The rapid integration of financial technology (FinTech) has significantly altered the structure and functioning of the banking sector. Traditional banks are increasingly adopting digital technologies to enhance operational efficiency, improve customer experience, and expand financial inclusion. However, the adoption of FinTech also introduces complex challenges related to cyber security, regulatory compliance, technological integration, and customer trust. This paper examines the prospects and challenges of FinTech adoption in banking and analyzes strategic approaches for effective implementation. Using an extensive review of existing literature and conceptual analysis, the study highlights the importance of collaborative ecosystems, agile transformation models, investment in cyber security, and customer-centric innovation. The findings provide practical insights for banks and policymakers aiming to achieve sustainable growth and competitiveness in the evolving digital financial landscape.
FinTech, Digital Banking, Banking Transformation, Financial Inclusion, Cyber Security, Regulatory Compliance.
AI and Data Privacy Issues: Ethical, Legal, and Technological Challenges in the Digital Era
Introducing data-driven decision making, automation of actions, and predictive analytics in industries.The increasing reliance on large volumes of data, however, especially personal and sensitive data has heightened the discussion on data privacy. In this article, critical evaluation of the ethical, legal, and technological issues surrounding AI-driven data processing in the contemporary world will be carried out. It addresses the topics of surveillance, algorithmic bias, data breach, consent process, and crossborder data regulatory framework. Additionally, the article analyses international regulatory policies and privacy-saving technological advancements aimed at reducing the risks. The article provides a multidisciplinary approach to the issue of balancing innovation and basic privacy rights, relying on real-world case studies and new policy trends to make the argument.
Artificial Intelligence, Data Privacy, Ethical AI, GDPR, Surveillance, Federated Learning, AI Governance and Cybersecurity.
Consumer Behaviour Toward Sustainable and Ethical Brands
<span lang="EN-US" style="font-size: 10.0pt; line-height: 107%; font-family: 'Calibri',sans-serif; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: Calibri; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin; mso-bidi-font-family: Gautami; mso-bidi-theme-font: minor-bidi; mso-ansi-language: EN-US; mso-fareast-language: EN-US; mso-bidi-language: AR-SA; mso-bidi-font-weight: bold;">Growing global concerns regarding environmental damage and social accountability have significantly influenced consumer purchasing patterns. Modern consumers are increasingly evaluating products not only on price and quality but also on ethical standards and sustainability practices. This study explores consumer behaviour toward sustainable and ethical brands, focusing on the underlying motivations, challenges, and preferences that influence responsible consumption. The research is based on secondary data collected from academic studies, industry publications, and market research reports. The findings highlight key determinants such as environmental awareness, ethical responsibility, perceived brand credibility, price considerations, and trust in sustainability claims. Although awareness of sustainable brands has expanded considerably, actual purchasing behaviour does not always align with positive attitudes. High pricing, limited accessibility, and skepticism regarding green marketing claims often restrict consistent ethical purchasing. The study concludes that sustainable and ethical brands must prioritize transparency, affordability, and effective consumer education to strengthen trust and bridge the gap between intention and action
Consumer behaviour, sustainable branding, ethical consumption, environmental consciousness, corporate responsibility, green marketing, consumer trust
Mahatma Gandhi's Vision for Sustainable Rural Development in Andhra Pradesh: Communities through Self-Reliance and Environmental Stewardship
The constructive program of Mahatma Gandhi for sustainable rural development in Andhra Pradesh embodies the values of environmental care, community empowerment, and self-reliance. This essay examines Gandhi's philosophy, highlighting the promotion of local industries like khadi, decentralized administration through Panchayati Raj organizations, and sustainable agricultural methods. Gandhi believed that villages were self-sufficient communities that could help poor people, safeguard cultural legacy, and answer the needs of the people who lived there. His ideas are still used in programs in Andhra Pradesh that try to make rural communities more fair, self-sufficient, and good for the environment
Gandhis vision, Sustainable Development, Enviromental, Stewardship
Copyright (c) 2025 International Journal of Multidisciplinary Science Research Review
Artificial Intelligence in Education: Trends, Challenges, and Research Gaps A Systematic Review
Artificial Intelligence (AI) has become one of the revolutionizing trends in the sphere of education, altering the process of teaching, learning, and assessing, as well as managing institutions. The systematic review is a synthesis of the current body of literature to review significant trends, common challenges, and knowledge gaps in AI-driven education. Based on the recent peer-reviewed literature, policy reports, and empirical research, the review will classify AI applications into adaptive learning systems, intelligent tutoring systems, automated assessment, learning analytics, generative AI tools, and administrative automation. Although AI proves to have significant potential in the areas of personalization, engagement, and efficiency, it also poses threats to ethics, bias, data privacy, academic integrity, teacher preparedness, and digital inequity. Research methodological weaknesses in literature that are identified in the study are short-term assessments, lack of cross-cultural validation, and has inadequate theoretical basis. Lastly, the paper also specifies future research directions, including responsible AI frameworks, inclusive design, longitudinal impact studies, and policy integration in line with Education 5.0. Interdisciplinary research of gaps in AI in education is a promise of its future as well as technological innovation. A shift to long-term, theory-oriented, and ethics-driven research will make sure that AI will be a valuable addition to the process of sustainable and humanistic educational change.
Artificial Intelligence, Education Technology, Adaptive Learning, Generative AI, Learning Analytics and Research Gaps
The Impact of Transformational Leadership on Job Satisfaction: A Quantitative Study among IT Professionals in Bengaluru
This study aims to investigate the impact of transformational leadership (TL) on job satisfaction (JS) among IT professionals in Bengaluru., India and is anchored on Social Exchange Theory (SET) referred for understanding the nature of leadership and satisfaction in IT industry. A quantitative research design was used by collecting a survey data from 100 IT employees who are currently working in the mid and large-scale IT firms. The collected data underwent analysis using descriptive statistics, as well as correlation and regression analysis, to examine the relationship between Transformational leadership and Job satisfaction. The findings indicate a positive and noteworthy connection between transformational leadership and job satisfaction. Furthermore, that personal consideration and inspirational motivation are stronger mediating in increasing employee satisfaction. Implications for Theories of Behavioural Leadership in IT This research adds to theory on leadership in the IT industry by focusing on people-cantered leadership behaviours as drivers of job satisfaction. The research contributes to practical consideration for IT leaders who strive to enhance employee retention by transformational leadership.
Transformational Leadership, Job Satisfaction, IT Sector, Bengaluru, Quantitative Study, Employee Engagement
EMPOWERING JUSTICE: LEGAL STRATEGIES AGAINST GENDER -BASED VIOLENCE
Women are the oppressed group, and centuries of male dominance and discrimination over them has created a need for empowerment. Men all across the world target them with a variety of violent and discriminatory acts. India is not an exception. There are a lot of factors that contribute to this kind of behaviour against women, but the patriarchal social structure and the male superiority complex rank first. Even though there are many constitutional and legal rights to end these unfair practices and discrimination against women, there is still much that needs to be done. Numerous non-governmental organizations and self-help groups are pursuing this goal; in addition, women are shattering social barriers and attaining remarkable success in political, social, and economic spheres. However, crimes and abuses against women continue to rise, and society as a whole still does not accept women as equals to men. The long-standing, deeply ingrained mindset of the society must be altered through social conditioning and sensitization programmes for that to change.
Gender violence, legal strategies, Legal reforms, Legal acts
Social Media's Impact on Consumer Decision-Making in Chennai's Online Marketplaces
Purpose: The study aims to investigate the influence of social media on consumer decision making in Chennai’s online platforms. The article discusses the impact of the increasingly ubiquitous social media platforms on purchase behaviour, preferences, and aggregate buying decisions of consumers residing in a digitally progressing city. Design/Methodology/Approach: A qualitative research design was used, based on in-depth interviews with users of online marketplaces in Chennai. The data was complemented with social media exchange analysis. Thematic coding was employed to code the data and key patterns and decision influences were identified. Findings: It is found that social media influence es consumer s’ perceptions of products, affectively capture consumer s to recognize with brand s, and triggers impulse purchasing. Influencers and peer reviews were also identified as key influencers in consumer decision making in the online markets. Originality/Value: The present study is original in its own way because the scope of the study is restricted to the social media and consumer behaviour analysis in the context of Chennai based online market place which is one obtains in the city, which blends together traditional and modern consumer patterns.
Social media, consumer decision-making, online marketplaces, Chennai, digital influence, social influencers, qualitative research
Factors Influencing Consumer Preferences for Online Travel Agencies in Chennai
Purpose This research attempts to investigate the determinants of consumer preference towards Online Travel Agencies (OTAs) in Chennai, India and perception regarding the role of trust, convenience and personalization in consumer decision-making. The study is going to help the industry gain a better understanding into the amount of loyalty tourist consumers show toward OTAs, and develop a blueprint for hoteliers to refine their services for customer retention. Design/Methodology/Approach The research is a qualitative study and data were gathered through in-depth interviews and focus group discussions (FGDs) conducted with consumers who appeared as the ones who had been actively using OTAs in Chennai city. A thematic analysis approach will be applied when analyzing the data obtained from these interactions, to identify commonalities in consumers' preferences. Findings The study identifies that the consumer preferences to OTAs are largely influenced by various categories such as user friendliness, pricing advantages, personalized offers and customer support. The trust factor, and notably the trust in the security of online transactions, is a significant determinant of consumer adoption. These results underscore the necessity of examining consumer behaviour from a cultural and technological standpoint. Originality/Value The study is one of the limited qualitative studies concentrating on consumer propensities to book through OTAs in Chennai, India. It helps narrow the research gap of the influences that lead to the differences in online buying behaviour because of local culture and technology conditions and provides a new point of view for OOTAs in each region.
OTAs, Consumer Perceptions, Trust, Convenience, Personalization, Chennai, Qualitative Study, Consumer Behaviour, Digital Disruption
The Role of Market Research in Sustainable Business practices and Corporate Social Responsibility
As businesses strive to balance economic growth organizations adopt sustainability and Corporate Social Responsibility (CSR) components into their modern strategies to achieve economic success through their identity as responsible social and environmental stewards. This paper assesses modern sustainable business techniques through analysis of CSR actions coupled with their marketing elements together with assessment standards for sustainability. Multiple academic studies demonstrate that businesses encounter three primary obstacles including discrepancies between environmentally conscious purchasing behaviors of consumers (Groening et al.) as well as variations in CSR performance across markets (Moon) in addition to the need for standardized sustainability reporting methods (Morhardt).The research data shows that CSR boosts customer satisfaction and market valuation (Luo & Bhattacharya) yet scientists have not fully examined its extended timeline influence. Companies need to establish sector-focused sustainable practices with standardized evaluation tools that incorporate cultural information because this approach enables better measurement of CSR performance results.
Corporate Social Responsibility (CSR), sustainability, green marketing, sustainable business practices, consumer behavior, sustainability reporting, environmental responsibility
Adithi.B.Jain, Gunjan.Jain, Harsh.Jain, Jinesh.Jain
Impact of AI and Automation on Investment Banking
The investment banking industry is undergoing a dramatic transformation due to the rise of automation and artificial intelligence (AI), which is bringing about a period of unprecedented productivity and creativity. From predictive analytics to robotic process automation (RPA), these technologies are revolutionizing core functions like trading, risk management, and client engagement. While automation simplifies tedious activities and frees up specialists to concentrate on important projects, AI-powered algorithms facilitate quick, data-driven decision making. Despite these advances, there are still obstacles to integrating AI, such as concerns about ethics, the potential displacement of workers, and the need to comply with regulations. In order to fully use AI and maintain the balance between technology and human skill, it is essential to address these obstacles. This study explores the transformative impact of AI and automation on investment banking, highlighting successful implementations, emerging trends, and future prospects in a digital-first era.
Artificial Intelligence, Investment banking, Automation
Environmental Cues in Physical and Online Retail: Implications for Consumer Shopping Patterns
Purpose – The retail landscape has evolved dramatically with the advent of e-commerce, yet physical stores remain a vital component of the shopping experience. This paper examines the environmental cues present in both physical and online retail environments and their influence on consumer shopping patterns. By analysing various sensory stimuli, store layout, and digital design elements, we aim to elucidate how these cues shape consumer behaviour and decision-making processes. Design / Methodology / Approach. It was decided to use a survey method to test the objective. A google form was circulated to few known contacts and responses were sought, thus data collection was done through circulating the questionnaire. Analysis was done by simple frequency distribution and conclusions were drawn based on the responses. Findings - The interplay between online and physical store environments significantly influences consumer shopping behaviour, with each channel offering distinct advantages. Physical stores provide tactile experiences and human interaction, while online platforms offer convenience and personalization. Retailers must recognize these differences and adapt their strategies to create a seamless and integrated shopping experience that enhances customer satisfaction and loyalty. Originality / Value – This paper uniquely examines the online and physical store environment cues influencing the shopping pattern. As the retail landscape continues to evolve, understanding the nuances of how these cues interact and influence cons By understanding and strategically leveraging these cues, retailers can enhance the shopping experience, drive consumer engagement, and ultimately increase sales.umer behaviour will be essential for retailers aiming to optimize their marketing strategies and enhance customer experiences.
Retail, stimuli, store layout, physical, online
Effectiveness of Green Advertising in Shaping Consumer Attitudes on Environmental Protection
Green advertising has emerged as a crucial marketing strategy that promotes environmentally sustainable practices while influencing consumer behavior. As global concerns about climate change, resource depletion, and environmental degradation intensify, businesses are increasingly incorporating eco-friendly messages into their advertising campaigns. This research explores the impact of green advertising on consumer perceptions and behaviors, examining the effectiveness of different marketing strategies in fostering environmental awareness and sustainable purchasing decisions.The study investigates the extent to which green advertising shapes consumer attitudes toward sustainability and evaluates the level of trust consumers place in eco-friendly claims. While green marketing can effectively enhance brand image and encourage environmentally responsible consumption, skepticism remains a significant challenge due to the prevalence of greenwashing. Many companies exaggerate or misrepresent their environmental efforts to appeal to eco-conscious consumers, leading to distrust and potential backlash. This paper highlights the critical factors that determine the credibility of green advertisements, including transparency, third-party certifications, and adherence to regulatory standards.Additionally, the study explores the role of various media channels, including traditional platforms such as television, radio, and print, as well as digital and social media, in disseminating green advertising messages. With the rapid growth of online marketing, digital platforms have become powerful tools for engaging consumers with interactive and visually appealing sustainability campaigns. However, the lack of standardized guidelines for online green advertising presents challenges in ensuring message accuracy and preventing misinformation. Through an in-depth analysis of consumer responses, this research identifies key trends in how audiences perceive and respond to green marketing efforts. It also emphasizes the importance of educating consumers about sustainability to enhance their ability to differentiate between genuine and misleading green claims. The findings suggest that transparent and fact-based advertising strategies are more effective in building consumer trust compared to emotional or vague environmental messaging.To address the challenges associated with green advertising, this study proposes several recommendations. Businesses must adopt authentic and verifiable sustainability practices to reinforce the credibility of their marketing efforts. Governments and regulatory bodies should strengthen policies to prevent deceptive advertising and ensure accountability in corporate environmental claims. Furthermore, consumer education initiatives can play a vital role in fostering critical awareness and promoting responsible purchasing behaviors.
Green Advertising, Consumer Perception, Environmental Protection, Sustainability, Greenwashing, Digital Media, Regulatory Frameworks
Shreyansh Todarwal ,Prateek Palo , Mohamed Tahir , Krish Lunkar .Shubham M Jain
CSR Initiatives in the Primary Educational Industry and Their Effectiveness in India
Corporate Social Responsibility (CSR) has become an essential mechanism for fostering positive social change, particularly in India’s primary education sector. With a significant percentage of children still deprived of quality education, CSR-driven interventions aim to bridge these gaps by developing infrastructure, enhancing teacher training, integrating digital learning tools, and providing financial aid. These initiatives not only improve accessibility but also enhance the overall learning experience for students, contributing to higher retention and engagement rates. This paper examines the effectiveness of these initiatives by exploring their long-term impact, challenges, and opportunities for improvement. The findings highlight that while CSR interventions have substantially improved educational access, their long-term success depends on policy alignment, sustainable planning, and impact measurement frameworks. Furthermore, the study emphasizes the need for collaborative efforts between corporations, government bodies, and local communities to ensure that these interventions yield lasting benefits and drive systemic change in the education sector. Addressing gaps in implementation, scaling successful models, and ensuring continuous monitoring will be critical to maximizing CSR’s role in shaping the future of primary education in India
Corporate Social Responsibility, social change, Primary education, Sustainability,
Aditya P Jain, Manisha Tripathi, Ansh Anchalia, Krrish A Kankariya, Sneha Aggarwal
Crisis Marketing Strategies for Economic Downturns
The present paper investigates crisis marketing practices enabling organizations to guarantee the continuity of activities despite the monetary disruption. Cost-effective digital marketing, renewed focus on customer retention techniques, value-based messaging and strategic alliances have been outlined in the article as channel strategies needed to ensure market stability. This underlines the need for data analytics to enhance marketing spends, allowing businesses to allocate resources more efficiently. Moreover, social media allows for direct consumer interaction, which in turn helps to foster trust and brand loyalty, leading to continued sales well into economic uncertainty. Flexible pricing models and tailored engagement tactics that inspire customers to stay active and spend can help make businesses even more resilient. As an example, studying successful crisis marketing initiatives case studies shows how different companies found ways to adapt to economic downturns, but remain players in their markets. These examples from the real world tap into the need for agility and innovation to ensure sustainable business performance. It shares learned lessons from previous financial crises on proactive steps you can take to boost resiliency and longevity in the organization. This reflects how staying true to a customer-first mentality means responding to shifts in customer behavior and preferences with openness and speed. Crisis marketing, however, allows businesses to find ways to minimize risks, maintain profitability, and position their brands for success during the recovery following the current crisis. To ensure organizations leverage their growth in marketing budgets, nurture brand loyalty, and maintain future victories even in times of economic uncertainty, the paper will provide actionable conclusions. Overall, businesses that practice strategic crisis marketing will emerge stronger from a financial downturn and will be better prepared to face economic cycles in the future.
Brand trust, crisis marketing, customer retention, digital marketing, economic downturns, resilience, strategic partnerships, value-based messaging.
Impact of Technology on Events and Concerts
Events have become an integral aspect of social life, and the field of event management is evolving into a rapidly growing industry. Significant global events such as the Olympics, international conferences, live musical concerts, corporate meetings, and grand weddings require impeccable management. The increasing complexity and scale of events necessitate the adoption of innovative technologies to facilitate their organisation with efficiency and grandeur. This research aims to examine the impact of technological innovation on the events management sector. The events sector is changing quickly, and technology is a key factor in fostering its creativity and efficiency. Virtual reality (VR) and artificial intelligence (Al) have transformed event management, from automating administrative duties to improving the attendee experience. This study looks at how technology may make event planning and execution more efficient. Through an analysis of technologies including hybrid event solutions, Al-powered platforms, and event management software, this study demonstrates how technological developments improve overall productivity, save money, and save time. Important conclusions show that, despite obstacles like expense and training requirements, the advantages of technology adoption greatly exceed these drawbacks. Prioritising investments in scalable systems and offering event management experts training are two suggestions.This report examines the integration of various technologies utilised in event management, analysing their beneficial and adverse impacts. Graphs and pie charts are used in this research article to present the findings, which are based on primary data gathered through a structured questionnaire and secondary data from earlier studies and the internet.
RFID technology, hologram, ticketing, AR/VR, artificial intelligence, sustainability
Nitish kuamr , Dipsha nanda, Anannya mudgal, Harshdeep jain, Labdhee nahar
A Study on Digital Wealth Management: Innovations, Challenges, and Future Trends
This study examines the impact of digital transformation on wealth management, focusing on AI, blockchain, big data, and robo-advisors. Using a survey conducted in Bangalore, India, alongside a literature review, the research explores adoption trends, user perceptions, and industry developments. Findings indicate that AI-driven robo-advisors enhance accessibility and automation, yet concerns over transparency, cybersecurity, and regulation persist. Younger investors favor digital investment platforms, prioritizing ease of use and security. The study highlights the growing role of digital tools in financial decision-making while identifying key research gaps in regulatory challenges, financial literacy, and long-term digitalization effects. Recommendations emphasize stronger security measures, improved transparency, and regulatory frameworks to foster trust and innovation. The study highlights the transformation towards a hybrid advisory model integrating human wisdom with AI solutions, shaping the future of wealth management.
Digital wealth management, AI, blockchain, robo- advisors, fintech, investment platforms, cybersecurity
Vanshika Agarwal , Neela Sajjan , Anisha Balar ,Nidhi Jain , Shivani Bhura
Impact of Bitcoin on Traditional banking System
This research explores the impact of Bitcoin on the traditional banking system, focusing on its disruptive potential, implications for financial institutions, and regulatory challenges. The study employs a qualitative approach by analysing existing literature and market trends. Findings suggest that Bitcoin poses both risks and opportunities for banks, including disintermediation, financial inclusion, and increased cybersecurity concerns. Bitcoin’s ability to operate without intermediaries challenges the role of banks in financial transactions. The study concludes that traditional banks must adapt by integrating blockchain technology and modifying their business models to remain competitive. One of the most profound impacts of Bitcoin on traditional banks is disintermediation, which reduces the reliance on banks for financial transactions. Bitcoin enables direct transfers between parties, bypassing the need for third-party validation, which has long been a core function of banks. Consequently, banks face the risk of revenue loss from transaction fees, remittances, and cross- border payments, as Bitcoin transactions offer a faster, cost-effective alternative. Furthermore, Bitcoin's borderless nature challenges banks' dominance in foreign exchange markets by providing a decentralized mechanism for international transactions without exchange rate fluctuations or intermediary fees. In conclusion, Bitcoin represents both a disruptive force and an opportunity for the traditional banking sector. While it challenges existing financial models by reducing intermediation and altering global transaction systems, it also encourages innovation, efficiency, and inclusivity. Banks that embrace blockchain technology and adapt their business strategies will be better positioned to thrive in the changing financial landscape. Future research should explore Bitcoin’s long-term effects on banking profitability, monetary policies, and regulatory adaptation, ensuring that the financial system evolves to accommodate digital currencies in a secure and sustainable manner.
Bitcoin, traditional banking, blockchain, financial inclusion, regulation, financial intermediation, digital currency
Yash Kankaliya, Darshan Palgota, Daksh Jain, Pankaj Jain
Stock market investment decisions are combination of human behavior and logical analysis. Traditional finance supports that investors behave rationally to increase returns whereas behavioral finance demonstrates that emotions, cognitive biases, and psychological factors often influence decisions. Our study looks at the effects of behavioral influences like overconfidence, herd behavior, loss aversion, and anchoring bias on investors in diverse spots across Kenya, Pakistan, India, Bangladesh, Nigeria, Vietnam, Malaysia, Indonesia, and Nepal. The findings of this study suggest that individual and institutional investors experience market inefficiency due to biases. In fact, herd mentality fuels market bubbles and overconfidence can cause addiction to trading. Anchoring bias causes investors to cling to historical prices and not current reality, while loss aversion drives them to hold on to low performance stocks. Such bias simply illustrates why it is so important for us as investors to be mindful of bias and work to eliminate it in our decision-making for more sound investments. There is great merit to the idea of combining behavioural insights with investment strategies across markets in the world, as evidenced by this research. It may lead to better performance and predictions for both dimensions. This research extends the behavioural finance literature by providing a richer understanding of the influence of emotions and cognitive biases on stock market investors' behaviour.
Equity Market, Investment decision, Behaviour analysis Investor Experience
jain ayush , piyush anil kumar,mudit jain, kush jain
Transforming Modern Marketing Through Artificial Intelligence and Machine Learning
The marketing Artificial Intelligence is a novel technology that is rapidly evolving and transforming how companies operate in terms of marketing resources. Most marketing activities are automated and made easier through machine learning (ML), artificial intelligence (AI), and other innovative technologies. The companies have no other choice but to utilize these technologies to remain competitive at this time of massively increased data and more complex consumer behavior. This document investigates the idea of artificial intelligence in marketing, its application in contemporary marketing practices, the benefits and drawbacks of implementing AI in this field, the best strategies for employing AI in marketing, and the moral considerations related to AI in marketing. The possibility of the AI influencing the marketing environment and its direction in the future will also be discussed
Artificial Intelligence, Machine Learning, Human Intelligence, Predictive analytics
Exploring the Impact of Digital Marketing on Retail Stores in Chennai: A Quantitative and Qualitative Study of Consumer Behaviour and Store Strategies
The aim of this research is to analyze the influence of digital marketing on consumer behaviour and Retail strategies in Chennai. It aims to demonstrate the impact that digital marketing tools have on purchasing decision and how it lead the strategic responses adopted by the retails. With the burgeoning significance of digital marketing on retail performance, regional analysis of online marketing effort is essential. Design/Methodology/Approach: The research is designed as mixed method research utilising quantitative and qualitative methods. The contribution quantifies the level of influence by some specific digital marketing factors of social media, online reviews and search engine advertising on the consumer purchasing behaviour through regression analysis. Trend analysis helps to understand the significant factors of digital marketing strategies adopted by retailers in Chennai. Findings : Results suggest that digital marketing has a significant impact on consumer purchasing behaviour particularly social media marketing and online reviews were seen the most influential factors. Meanwhile, struggling merchants have moved to adopt omnichannel and tailor their marketing to a blend of in-store and online experiences. Yet, there are several challenges: digital literacy discrepancies, privacy issues, and a digital divide—those in the semi-urban and rural parts of Chennai don't have stable internet." Originality/Value:This research is attempt to add to the exatant literature on the digital marketingamong retails industry by paying a special attention to the local factors in chennai, it provides useful implications for retailers to foster consumers engagement in the digital age and the value of designing targeted strategies due to various regional markets .
Digital Marketing, Consumer Behaviour, Retail Strategies, Regression Analysis, Factor Analysis, Chennai, Omni channel, Social Media, Online Reviews, E-commerce