https://eelet.org.uk/index.php/journal/issue/feedEuropean Economic Letters (EEL)2025-10-11T09:49:11+00:00Editor EELeditor@eelet.org.ukOpen Journal Systems<div class="row"> <div class="col-sm-2"><img src="https://www.eelet.org.uk/public/site/images/editor_eelet/whatsapp-image-2022-09-09-at-12.20.51-pm.png" alt="" width="100%" height="auto" /></div> <div class="col-sm-10"><strong style="font-size: xx-large; color: #000066;">European Economic Letters</strong><br /><em><strong style="color: #000066;">Semi-annual online journal</strong></em><br /><span style="color: #000066;">ISSN 2323-5233, ISSN-L 2323-5233</span><br /><span style="color: #000066;">Publisher: European Economics Letters Group</span><br /><strong>Simple Impact Factor: 0.278<br />E-mail: <a href="mailto:editor@eelet.org.uk">editor@eelet.org.uk</a><br />Article Publication Charges:</strong> 300 USD</div> </div> <p> </p> <div style="text-align: justify;"> <p><strong>European Economic Letters (EEL)</strong> is an international blind-peer-reviewed online semi-annual journal, which publishes high quality economic scientific articles. Contributions covering Europe are more than welcome. The members of EEL contain the professional economists from all around the world.<br />The journal encourages the submission of theoretical and empirical research papers in the following areas of economics:</p> <ul> <li>Applied Macroeconomics;</li> <li>Economic Development, Technological Change and Growth;</li> <li>Econometrics, Theoretical and Applied applications;</li> <li>Financial Economics;</li> <li>Health, Education, and Welfare;</li> <li>International Economics;</li> <li>Public Economics;</li> </ul> <p>In order to submit the articles in other areas of economics please suggest at least 3 professor of economics from top 100 ranked universities of economics. Every submission to European Economic Letters will be subject to a careful peer-review process and the decision will be explained in a brief cover letter from the editors. European Economic Letters aims to have a quick turnover time of up to three months between the submission and final decision. In maximum, just eight article would have a chance to be published in each issue of European Economic Letters and then it is very competetive to get the acceptance from reviewing process.The submissionis free of charge.<br />The journal is indexed as: Academia; AcademicKeys; Beschreibung; Bibliothekssystem Universität Hamburg; Соционет: EBSCOhost; EconPapers; EuroInternet; FINNA; Google Scholar; Heidelberg University of Education; Hochschule für Musik und theater; Hochschule Hannover; IDEAS; Index Copernicus International, Journals Master;Library Intelligencer, The University of Melbourne; NewJour; RePEc; ResearchBib; Saarländiscne Universitäts; ScienceCentral; SLUB; TU Clausthal; Universität Des Saarlandes; Universitätsbibliothek Leipzig (UBL); Virgin Media;WILBERT; Wikipedia;Wissenschaftszentrum Berlin (WZB); WorldCat; Yumpu.</p> <p style="text-align: center;"><img src="https://www.eelet.org.uk/public/site/images/editor_eelet/whatsapp-image-2023-03-16-at-3.59.59-pm.jpg" alt="" width="266" height="64" /></p> <p><img src="http://eelet.org.uk/public/site/images/editor_eelet/ind.jpg" alt="" width="100%" height="auto" /></p> </div>https://eelet.org.uk/index.php/journal/article/view/3541The Effect of Emotional Intelligence on Job Satisfaction Among Bank Employees: An Empirical Analysis2025-08-11T05:30:08+00:00Navya S T, Ramesh Chandrahasaa@a.com<p>This study investigates the impact of emotional intelligence on job satisfaction among bank employees in Karnataka. Emotional intelligence (EI), which encompasses self-awareness, self-regulation, motivation, empathy, and social skills, has been increasingly recognised as a vital determinant of employee well-being and organisational effectiveness. A structured questionnaire was administered to 200 employees from various public and private sector banks across the state of Karnataka. The data were analysed using statistical techniques, including correlation and regression analysis. The findings reveal a significant positive relationship between emotional intelligence and job satisfaction. Among the five dimensions, self-regulation and self-awareness were the strongest predictors. These results suggest that banking institutions should incorporate emotional intelligence development into their HR practices to enhance employee satisfaction, reduce turnover, and improve organisational performance.</p>2025-08-11T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3542Best Practices for Gender Inclusion in Leadership Roles2025-08-11T05:31:47+00:00Nupur Saxena Kulshresthaa@a.com<p>In today’s evolving professional landscape, the imperative for gender inclusion in leadership roles has never been more critical. Despite growing awareness, women and gender-diverse individuals continue to face systemic barriers that limit their access to leadership opportunities across industries. Gender inclusion in leadership is not merely a matter of equity—it is a strategic advantage that fosters diverse perspectives, drives innovation, and enhances organizational performance. Embracing inclusive leadership practices means creating an environment where individuals of all gender identities feel valued, empowered, and equipped to succeed. This requires a deliberate commitment to dismantling biases, ensuring equitable policies, and cultivating cultures that support diverse leadership pathways. As organizations strive to build more inclusive and effective leadership structures, understanding and implementing best practices for gender inclusion becomes an essential step toward achieving long-term success and social progress[1].</p> <p>Gender diversity is the variation of gene within a species. In work parlance it means equitable proportion of male and female employees in a workplace. The Gender gap should be as low as possible so as to reduce inequality to bare minimum.</p>2025-08-11T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3543Diversity And Inclusivity in Senior Management-Future of Work Place Dynamics2025-08-11T05:33:01+00:00Nupur Saxena Kulshresthaa@a.com<p>We are already witnessing a reversal of decades of modest and shaky progress on gender equality and women's rights. Without a coordinated reaction, we risk losing a generation's worth of gains. In short, the pandemic is exposing and increasing the significant barriers that women confront in exercising their rights and realizing their full potential. It may take years, if not millennia, to restore lost progress. Board variety fosters the inculcation of various views with inside the boardroom primarily based totally at the mixture of flexible human and social capital, having an ability effect on next performances of a firm. Non-inclusive behaviour has a detrimental impact on one's career and organization promoting may also face similar situation where the acceptance of the firm could be diminished.</p>2025-08-11T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3544A Regional Investigation of Employee Job Satisfaction in Selected Public Sector Banks in Gujarat2025-08-11T05:34:57+00:00Kiranben Durgaprasad Rajput, Komal Mistrya@a.com<p>This descriptive study examines employee job satisfaction in selected public sector banks across the state of Gujarat. Using a convenient sampling method, the researcher targeted three major banks—SBI, BOB, and PNB—based on their market capitalization. Data was collected from eight municipal corporations. A total of 480 responses were initially gathered using a scale questionnaire. After data cleaning, the final sample size was reduced to 473. Data were analyzed using descriptive statistics and one-way ANOVA through Microsoft Excel and SPSS 20. The study found that compared to employees at Bank of Baroda and State Bank of India, Punjab National Bank employees expressed much lower levels of job satisfaction; SBI employees expressed the highest levels of satisfaction. There were notable variations as per city, with Junagadh recording the lowest level of satisfaction and Rajkot, Vadodara, Bhavnagar, and Gandhinagar the highest.</p>2025-08-11T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3550The Study of Commonly Used ‘Sanskrit Subhashitas’ in Management Perspective: Indigenous Management Thoughts Deeply Rooted in Indian Lifestyle.2025-08-11T16:45:07+00:00Ashish M. Puranik, Narayan K. Apte, Prasanna A. Deshpandea@a.com<p>Sanskrit Subhashitas are always a matter of curiosity. Indian culture and practices are considered to be only spiritual; but Indian culture has gifted the world with great philosophical knowledge. Indus Valley Civilisation was well-organised and well-developed. The civilisation, culture and language are parallel to each other. If culture was developed and civilisation was at its peak, then it also means that the practices and work culture were also well-developed and managed. The management and administrative principles and thoughts were in practice. Su-bhashita’ means the best and well-said quotes. Entire philosophy and knowledge of ancient culture is recorded in Sanskrit. Ancient Sanskrit texts are found in the form of Shlokas. It is an ‘expression in a formulaic manner using limited words’. Any concept of knowledge, takes many sentences and examples to explain. Sanskrit explains the same in the shortest form of ‘Shubhashita’. ‘Su’ means the best and ‘bhashita’ means told or said. There are many such commonly used ‘Subhashitas’ which are neither from any standardised book nor said by some leading ‘Rishi’. All those are lifestyle teachings and guiding principles or indigenous proverbs for Indian society. The paper is an attempt to study selected 41 unlisted and commonly used ‘Subhashitas’ explaining management and administrative principles.</p>2025-08-11T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3553Assessing the Influence of the National Education Policy (NEP) 2020 on the Structural Transformation of the Indian Schools & Higher Education Institutions (HEIs)2025-08-12T06:28:41+00:00Dr. Pranita Mishra, Dr. Rupali Khaireaa@gmail.comDr. Vikas Prajapati , Dr. Neetu Malhotraaa@gmail.comDr. Payal Khuranaaa@gmail.com<p>The education system in India has historically been characterized by fragmentation and obsolescence, necessitating comprehensive overhaul. The NEP 2020, the inaugural comprehensive policy since 1986, was introduced with the objective of fostering an egalitarian, inclusive, and multidisciplinary educational framework. The program guarantees a significant reorganization of both school and higher education by prioritizing comprehensive development, autonomy, adaptability, and international competitiveness. The National Education Policy (NEP) 2020 signified a fundamental transformation in India's educational framework, seeking to modernize and integrate learning throughout schools and higher education institutions (HEIs). This paper presents a compared study of the impact of NEP 2020 on these two sectors, examining its revolutionary structural reforms, implementation results, and challenges. The research utilizes policy documents, implementation reports & available secondary data . Significant findings indicate that although school-level reforms have accelerated due to curricular and pedagogical modifications, higher education institutions encounter obstacles in regulatory reformation and the implementation of autonomy. The study concludes with recommendations for expedited implementation.</p>2025-08-12T00:00:00+00:00Copyright (c) 2025 European Economic Letters (EEL)https://eelet.org.uk/index.php/journal/article/view/3556Incest As Sexual Crime in Indian Legal and Social Framework: A Violence Within Family2025-08-12T16:03:11+00:00Yukti Yadav, Sapna Bansala@a.com<p>Incest, as a form of sexual crime which remains one of the most under-reported and non-acknowledged crime within India’s legal and social framework, as it takes place within four walls of a house. Indian society has been under delusion and denial for a very long period as to the existence of such crime; reason being strong belief in societal culture. It was Covid-19 that acted as evidence for existence and mirror to such incestuous cases. While criminal law addresses several forms of sexual violence, incest is dealt silently under such recognized provisions. Present research critically examines incest within India’s legal and social framework by addressing associated taboo. Furthermore, this study advocates for special Act to be enforced for criminalizing incest as an offence with separate recognition. Adding to it, recommends gender neutral, victim-centered legal approach and apt intervention at every stage of life; which can only be achieved by addressing real incestuous standing in Indian society. This paper has empirically collected data from 38 school teachers to understand whether educational institutions can help in early detection of incest.</p>2025-08-12T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3557Influence of Emotional Intelligence on Financial Risk Tolerance of Investment Choices Among Women Salaried Employees.2025-08-12T16:07:22+00:00T. Arockia sagayaraj, S.Priyadharshinia@a.com<p>This study looks at how emotional intelligence (EI) influences financial risk tolerance and investment behavior among salaried women. Based on data from 129 participants, the analysis used regression, T-tests, and chi-square tests to examine the relationships. The findings show a clear positive link between emotional intelligence and risk tolerance, especially in women who show strong self-regulation, adaptability, and the ability to reflect on their emotions. However, EI did not appear to significantly impact the types of investments chosen, suggesting that other factors like financial literacy, income level, and social influences may have a stronger role. These insights highlight the importance of financial education programs that consider emotional and psychological aspects, particularly for supporting women in making confident and informed financial decisions.</p>2025-08-12T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3560Green Fintech and the Culture of Sustainability: A Case Study of Select Banks in Karnataka2025-08-13T15:15:32+00:00Faseeha Begum, Saurabh Gupta, Savitha. N. La@a.com<p>Green Fintech is the term combining financial technology and environmental sustainability, and it developed as a high-priority solution to transforming the banking industry. Through the implementation of sustainable operations, the financial institutions are currently lessening the environmental change as well as meeting the rising consumer demand of environmentally friendly services. The terminology of sustainability in fintech is the willingness to operate technology in such a way that it helps to contribute a sustainable attitude towards nature, which means emphasizing minimizing the carbon footprints, stimulating green projects, and promoting a sustainable financial service growth. Sustainability in banking may include zoning in green financing, responsible investment, and utilizing technological tools to have more efficient management of resources.</p>2025-08-13T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3561Leveraging IoT and Artificial Intelligence to Enhance Financial Forecasting and Customer Insights in Modern Marketing Systems2025-08-13T15:17:35+00:00Dimpal Roya@a.com<p>This study examines how the Internet of Things (IoT) and Artificial Intelligence (AI) synergistically combine to transform financial prediction and understanding of customers with modern marketing environments. As companies shift their focus on shifting their reactive company to proactive company, the real-time data collected via IoT devices i.e. wearables and smart retail sensors, helps in giving fine details of consumer metrics. Coupled with AI-driven analytics, encompassing things such as predictive modeling, machine learning, and sentiment analysis, organizations can attain new heights in terms of personalization, operational efficiency, and strategic visioning as never before. The paper will suggest a well-structured framework that will involve data capture, combination, model-based analysis, decision support and feedback levels to make marketing operations and financial forecasting more efficient. Empirical claims reveal better forecasting accuracy (up to 30 percent), a better customer segmentation, and responsiveness in the campaign optimization. With the possibilities of transformation, there are still impediments in terms of data privacy, ethical issues, infrastructural restriction, and interpretability of the models. Via case studies and literature review, the paper demonstrates how it has been applied in real life across industry, outlining both advantages and hindrances. It ends on the note of endorsing a balanced action that enshrines the adoption of ethical AI practices, quality data governance, and organizational preparedness to make full use of the potentialities of AI IoT convergence under dynamic market conditions. Finally, the study offers a whole new picture of the idea on how the intelligent technologies can unlock the data-driven marketing transformation and long-term business growth.</p>2025-08-13T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3563"An Evaluation of Microsoft's Marketing Strategies and Their Role in the Company's Growth"2025-08-14T08:04:17+00:00S.Dhivya, S Srimathi, K. P. Indhuja, R.Rajagopala@a.com<p>This research studies the marketing strategy of Microsoft, a company in the world technology arena, especially focusing on conceptual core principles underlying its marketing strategy-and-gains in business. The essence of this research will be to analyse-how-the application of digital marketing, product positioning, branding, and competitive strategies have been used by Microsoft to sustain its global influence. The study also explores how marketing innovation has shaped Microsoft's marketing endeavours in light of emerging trends in the industry sector and shifting consumers' demands. Also critically evaluated will be an outside perspective-near evaluation of the effectiveness of Microsoft marketing strategies in acquiring and retaining customers and responding to market challenges. This will also extend to considering the competitive landscape in which it competes and further contrasting Microsoft's marketing approaches with those of its competitors, identifying in this respect how Microsoft distinguishes itself by means of branding, product innovation, and customer relationship management. The study also offers insight into the sustainability of marketing strategies for Microsoft in the longer haul and vistas for action in the changing digital landscape. Besides offering theoretical perspective and analytical thrust, this research entails drawing significant conclusions to be used by different groups of people in the industry-who-are-businessmen, marketers, and researchers-interested in strategic marketing and its impact in the field of technology.</p>2025-08-14T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3564The Impact of Artificial Intelligence on Supply Chain Management and Logistics Optimization2025-08-14T08:06:07+00:00N.Manju, S.Sasikala, K.Srinivasan, S Rajkamala@a.com<p>This research paper investigates the impact of artificial intelligence (AI) on supply chain management (SCM) and logistics optimization through primary data collected from companies that have integrated AI solutions. Through surveys and interviews with key supply chain managers, logistics coordinators, and technology experts, the study evaluates the effectiveness of AI applications including predictive analytics, inventory management, demand forecasting, and route optimization. Research shows that AI adoption has improved operational efficiency, reduced costs, and improved customer satisfaction, but challenges such as data quality and initial investment costs remain.</p>2025-08-14T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3565A Microeconomic Analysis of the Market for Egg Donation – With Extension to the Indian Context2025-08-14T08:07:44+00:00Sohini Mazumderaa@a.com<p>This paper discusses the interesting and under-explored subject of egg donation in India, the characteristics of the market thereof, the actions of the participants, and the possible role of the government. Legal, ethical, and sociological issues are touched upon, as they directly affect the functioning of the market. It includes information to better understand the biological phenomenon of female infertility and its incidence in India.</p>2025-08-14T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3566Analyzing Commodity Market Volatility and Price Forecasting: A GARCH and ARIMA Model Approach2025-08-14T08:53:51+00:00agabandhu Padhya@a.com<p>Commodity trade is a cornerstone of world financial markets, providing investment opportunities, risk management, and price discovery. As commodities are inherently volatile, understanding their price fluctuations and forecasting future trends is essential. This study examines the performance and volatility of four widely traded commodities in the United States - Gold, Silver, Wheat, and Crude Oil using the Generalized Autoregressive Conditional Heteroskedasticity (GARCH) model to measure volatility and the Autoregressive Integrated Moving Average (ARIMA) model to predict future price trends. The GARCH model effectively captures volatility clustering, a key characteristic of financial time series data, while ARIMA analyzes historical patterns for price prediction. Using a decade's worth of daily historical price data from secondary sources, this research provides a robust dataset for in-depth analysis. Additionally, this study highlights the need for advanced predictive models that enhance accuracy during market fluctuations. By analyzing GARCH and ARIMA applications in commodity trading, this research contributes to financial modeling and risk management literature, encouraging further exploration of alternative forecasting methods.</p>2025-08-14T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3568Empirical Assessment of Transgender Workplace Inclusivity Under the New Labour Codes: A Study in NCT Delhi2025-08-14T15:51:48+00:00Priyanka, Sapna Bansala@a.com<p>This research provides an empirical evaluation of transgender workplace inclusivity under the provisions of the recently passed Labour Codes in the National Capital Territory of Delhi. Based on primary evidence gathered from structured questionnaires and in-depth interviews with transgender workers, employers, and labour rights activists, the study examines to what extent these legislative changes result in real-world workplace equality. The analysis is centered on the primary parameters, such as recruitment practices, workplace policies, anti-discrimination practices, grievance redressal mechanisms, and access to social security benefits. The findings reveal a wide and ongoing gap between the legal requirements of the Labour Codes and their actual implementation and, as such, numerous transgender individuals continue to encounter subtle exclusion, stereotyping, and procedural obstacles. The research identifies system problems like low employer awareness, weak enforcement mechanisms, and socio-cultural prejudice constraining the availment of statutory protection. The paper ends with policy suggestions for enhancing compliance, incentivizing sensitization schemes, and guaranteeing strong monitoring to institute true workplace inclusion among transgender individuals in Delhi.</p>2025-08-14T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3569Digitalization and Artificial Intelligence as Catalysts for Marketing Transformation in Electronic Business Environments2025-08-14T15:53:06+00:00Anubhav Mittalaa@a.com<p>The convergence of digitalization and Artificial Intelligence (AI) is fundamentally transforming marketing strategies within e-business environments. This study examines the role of AI in driving marketing transformation through three core capabilities: personalization, predictive analytics, and automation. Drawing on an extensive literature review and a conceptual framework, the research explores how these technological pillars enhance customer engagement, satisfaction, and loyalty while addressing adoption challenges and ethical considerations. Findings reveal that AI-driven personalization enables the delivery of highly relevant, behavior-based marketing experiences, strengthening consumer-brand relationships. Predictive analytics empowers marketers to anticipate customer needs, forecast trends, and make proactive strategic decisions. Automation operationalizes these insights at scale, ensuring timely and consistent interactions while optimizing resource allocation. Customer engagement and satisfaction emerge as critical mediators linking AI capabilities to transformative marketing outcomes. However, successful AI adoption requires more than technology deployment. Ethical considerations particularly data privacy, algorithmic transparency, and bias mitigation are essential for maintaining consumer trust and regulatory compliance. Organizational readiness, including robust digital infrastructure, skilled personnel, and an innovation-driven culture, significantly influences adoption success. The study emphasizes that AI-enabled marketing transformation is a multidimensional process requiring strategic alignment between technology, people, and governance. The proposed conceptual framework highlights the interplay between technological enablers, customer-centric mediators, and contextual moderators, offering a roadmap for businesses seeking to harness AI’s potential responsibly. By balancing innovation with ethical responsibility, organizations can leverage AI not only to achieve competitive advantage but also to foster sustainable, trust-based relationships in an increasingly digital marketplace.</p>2025-08-14T00:00:00+00:00Copyright (c) 2025 European Economic Letters (EEL)https://eelet.org.uk/index.php/journal/article/view/3572Balancing Price and Purpose: How Consumer Behaviour Shapes Sustainable Pricing Decisions2025-08-16T10:44:10+00:00Megha Sharma, Shivani Vatsa@agmail.com<p>This study explores consumer behavior toward sustainable marketing strategies within the urban population of Delhi. It investigates how demographic factors, purchasing preferences, and perceptions influence the adoption of eco-friendly products. Using a sample of 500 respondents collected through convenience sampling, the research employs descriptive statistics, correlation analysis, logistic regression, and cluster analysis to identify patterns and relationships. The findings reveal that while consumers express a willingness to pay more for sustainable products, price sensitivity and skepticism about corporate sustainability claims remain significant barriers. Female consumers show a stronger preference for eco-friendly products when provided with transparent and credible information. The analysis identifies three distinct consumer segments: eco-conscious advocates, pragmatic buyers, and skeptical consumers, each with unique attitudes toward sustainability. The study emphasizes the importance of transparency, affordability, and education in shaping consumer behavior. It offers practical recommendations for businesses to enhance consumer trust and engagement through targeted, sustainable marketing strategies. This research provides valuable insights for companies seeking to align their marketing efforts with evolving consumer expectations and environmental responsibility.</p>2025-08-16T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3573An Analytical Study of Consumption and Saving Functions: Interlinkages of MPC, MPS, APC, and APS in Economic Theory and Practice2025-08-16T10:45:34+00:00Kumari Deepa Rania@a.com<p>This study presents an analytical examination of the consumption and saving functions, focusing on the interlinkages between the Marginal Propensity to Consume (MPC), Marginal Propensity to Save (MPS), Average Propensity to Consume (APC), and Average Propensity to Save (APS) in both economic theory and practice. Grounded in the Keynesian framework and enriched by modern theories such as the life-cycle and permanent income hypotheses, the research explores how households allocate income between consumption and saving, and how these allocations respond to changes in income levels. The analysis confirms the fundamental identities MPC + MPS = 1 and APC + APS = 1, derived from the exhaustive allocation of disposable income. The study discusses how these relationships are influenced by factors including income distribution, consumer confidence, access to credit, cultural norms, and macroeconomic conditions. Empirical insights from the literature highlight significant variations across socio-economic groups, countries, and time periods, as well as the impact of uncertainty and behavioral biases. Findings underscore the policy relevance of these measures: high MPC values suggest greater short-term multiplier effects from fiscal stimulus, while high MPS and APS values indicate stronger long-term investment potential. The research emphasizes the need for policymakers to strike a balance between promoting consumption to support aggregate demand and fostering savings to finance sustainable growth. Overall, the study reaffirms the enduring significance of these propensities as tools for understanding and guiding economic behavior in an evolving global context.</p>2025-08-16T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3583Marketing Ethics in Pharmaceuticals: An Indian Case Study of Selected Companies2025-08-18T09:27:36+00:00Prahallad Pujariaa@a.com<p>This study investigates the ethical dimensions of pharmaceutical marketing practices in India through a case study of six selected companies (three domestic and three multinational). Using a mixed-methods approach, the research collected data from 120 marketing executives, 80 physicians, and 30 pharmacists. Quantitative analysis reveals that while 85% of marketing executives are aware of ethical codes, only 60% have received formal ethics training in the past year. Incentive-driven sales targets strongly correlate with higher frequencies of ethically questionable practices (r = 0.64, p < 0.01). Physicians report that 72% of promotional claims are sometimes exaggerated, and 48% have experienced direct prescription pressure. The study highlights the gap between corporate policy and field practice, and proposes regulatory, training, and incentive-structure reforms.</p>2025-08-18T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3592Factors affecting growth of Console and PC Video Games in India and their comparison with Other Digital Entertainment Sources2025-08-20T09:22:39+00:00Ashu Tripathi, Kamakshi Mehta, Umesh Solankiaa@a.com<p>Digital entertainment industry is amid unprecedented growth phase fueled by lockdowns during the pandemic. India too has seen tremendous growth in OTT, mobile games, and subscription-based music industry both in revenue and consumer base, but the growth has been lethargic in PC and Console Video Games in India. This study analyses the difference between Console and PC games and other digital Entertainment sources across seven parameters that are Price, Hardware requirements, Active and passive form of entertainment, time consumption, Marketing and advertisements, social approval and piracy within the Indian context. We conclude that PC and console games are unable to grow in India due to higher prices, expensive hardware requirements and time requirements to complete a game when compared to other entertainment means. Social awareness and approval and need for active participation may also reduce consumer interest in Video Games. Impact of piracy and marketing and advertising is difficult to ascertain due to unavailability of enough data on the same. This paper emphasizes the need for pricing the video games according to purchase power parity and growth of cloud gaming in India among other things to make India one of the largest PC and console Video game Markets in the world.</p>2025-08-20T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3593Determinants of Job Satisfaction of Gig Workers in the Food and Beverage Industry in Mumbai Metropolitan Region – A Regression Analysis of Socioeconomic, Organizational and Behavioral Factors2025-08-20T09:35:28+00:00Khushboo Ashok Lala, Sanjay Rodeaa@a.com<p>Job satisfaction has been a matter of concern among workers across different sectors. It is a crucial issue in the growing gig economy, especially for temporary workers employed within the food and beverage industry. This study explores various factors that influence job satisfaction among gig workers in the food and beverage industry in the Mumbai Metropolitan Region (MMR). Gig workers, including cooks, cashiers, cleaners, and support staff, usually work on a temporary or part-time basis, and often lack the benefits of formal employment. With the gig economy rapidly expanding in India’s urban areas, particularly in Mumbai, it becomes imperative to understand the factors that satisfy or dissatisfy gig workers in their jobs. Based on personal interviews conducted with 2,000 gig workers across the Western, Central, and Harbour regions of Mumbai, this study analyzed a variety of factors such as age, gender, income, work environment, employer support, access to health benefits, appointment letters, and opportunities for growth. The research found that workers who received formal appointment letters and, employer support during health emergencies, worked in a respectful and clean environment, and had cordial relationships with their co-workers reported higher job satisfaction. These conditions provided them with a sense of recognition, stability, and belonging. On the other hand, job dissatisfaction is linked to high stress levels, lack of job promotions, absence of performance-based incentives, and workplace issues. In addition, ownership of household items such as refrigerators was associated with higher satisfaction levels. The research suggests that job satisfaction among gig workers depends on wages, workplace conditions, employer treatment, and availability of social security benefits. To improve satisfaction, employers should provide formal job contracts, health-related support, and recognition of the work put in by the workers, while policymakers should design inclusive labour laws and welfare schemes that address the specific needs of gig workers. By improving working conditions and offering basic benefits, both businesses and the government can help to create a more motivated, stable, and productive gig workforce in the food and beverage sector.</p>2025-08-20T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3598Investigation Into Hr Practices for It Employees – A Study with Specific Reference to Performance Appraisal and Placement & Recruitment 2025-08-21T07:20:48+00:00F.Josephine Lenta, M.Kovarthinia@a.com<p>HR practices play a crucial role in maximizing employee potential and driving their success in assigned tasks. In today's competitive environment, staying relevant is essential. Therefore, it is important to keep employees informed through effective HR practices. This study aimed to examine key HR practices among employees in IT companies in Chennai. It utilized descriptive and empirical research designs, gathering both primary and secondary data. Primary data were collected through a structured questionnaire distributed to 354 IT employees in Chennai. Secondary data were sourced from newspapers, magazines, reputable journals, previous dissertations, Ph.D. theses, relevant websites, books, and libraries. The study used a convenient sampling method. Totally three IT companies in Chennai City were selected for the study such as Tata Consultancy Services, Hexaware Technologies and Capgemini.</p>2025-08-21T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3599Role of Artificial Intelligence in Human Resource Management2025-08-21T07:22:16+00:00S. Kannamudaiyar, S. Priyadharshiniaa@a.com<p>Artificial intelligence makes it feasible for the sector to thrive quicker and more efficiently in today's competitive industry. The swift growth of technology and the utilization of AI in HR have made major changes in hiring processes and practices. HR plays a vital role in strategic growth planning and execution, just like technology and business leadership do. It has been integrated into human resource management because it has the ability to benefit employees and customers in companies. In the modern day, the job of human resources has grown to cope with more advanced technologies that allow AI and artificial intelligence. Organizations can use AI for career development, employee engagement, and candidate screening.</p>2025-08-21T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3600Operative Stress Management for Employees in Select It Companies in Chennai City2025-08-21T07:23:48+00:00R. Sindhu Premalatha, V. Praveen Kumaraa@a.com<p>Employee stress management is the strategy of providing employees with an environment and resources that reduce pressures and tensions in the workplace. This process may involve discovering the cause of employees' stress and devising a plan to address the origin. Once employer develop a plan, they can communicate it to his employees and train all of them so as to relieve tension and pressure at the workplace. The researcher while designing the research article sequentially followed certain procedures in research methodology. Descriptive and Analytical Research Design was used for this research. Employees of selected IT companies in Chennai City were surveyed for data collection. Both primary and secondary sources have been used in this research. Total Sample Size is 100 employees who are the part and parcel of different selected IT companies in Chennai City. Convenient Sampling Method was adopted. Five Point Likert Scale were used for measuring the responses of questions. IT companies selected for this research include Infosys, Cognizant, TCS and HCL Technologies.</p>2025-08-21T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3601Strategic Synergy Unveiled: A Bibliomatric Odyssey into AI's Impact on Management Consulting2025-08-21T07:58:10+00:00Ruby Kaushik, Pankaj Madanaa@a.com<p><strong>Purpose: </strong>This paper examines the evolving impact of artificial intelligence (AI) on management consulting through both bibliometric and systematic review. Most of the authors have used either bibliometric or SLR in the past. It aims to provide insights into AI’s influence on consulting practices, highlighting key themes such as operational efficiency, human-AI collaboration, and ethical challenges.</p> <p><strong>Design/Methodology/Approach: </strong>A bibliometric analysis of 195 scholarly publications (2010– 2024) was conducted using VOSviewer to map research trends, thematic clusters, and collaborative networks. A systematic literature review was also performed on a subset of 37 studies to extract more profound insights into AI's role in consulting.</p> <p><strong>Findings: </strong>The analysis identifies a significant increase in AI-related consulting research post 2018. Dominant themes include AI-driven decision-making, consultant client dynamics, and sustainability. Emerging trends emphasize the integration of AI into strategic decision-making and the development of frameworks for ethical AI governance.</p> <p><strong>Originality/Value: </strong>This work combines systematic review methods with bibliometric visualization to provide a new synthesis of research on AI in management consulting. It fills critical knowledge gaps by exploring AI's long-term strategic influence on consulting practices, its role in promoting sustainability, and the development of consultant competencies. Additionally, this study addresses underexplored areas such as the ethical challenges of AI integration, interdisciplinary approaches to understanding human-AI collaboration, and regional disparities in AI adoption, particularly in emerging markets. By bridging these gaps, the paper offers actionable insights for practitioners and a robust foundation for future academic inquiry.</p> <p><strong>Practical and Social Implications: </strong>The findings provide consulting professionals with actionable strategies for adopting AI responsibly, fostering innovation, and addressing ethical and societal challenges. The study underscores the need for sustainable AI practices that align with global goals.</p>2025-08-21T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3602Combating Bonded Labour a worst form of Trafficking in Human beings: Rights Based Approach2025-08-21T10:39:31+00:00Om Prakash Vyas, Aneesha PRa@a.com<p>The issue of bonded labor, a severe form of human trafficking, represents a critical violation of human rights across the globe. Defined as modern-day slavery, bonded labor entraps millions of individuals in exploitative and coercive work environments, often driven by poverty, ignorance, and socio-economic vulnerabilities. This essay explores the widespread prevalence of bonded labor and its intricate ties with human trafficking, focusing on its causes, legislative frameworks, and the essential role of a rights-based approach to combat it. The paper discusses the international and domestic laws aimed at combating bonded labor, such as the Bonded Labour System (Abolition) Act, 1976, and relevant Supreme Court rulings, alongside practical state measures for victim rehabilitation. Furthermore, it highlights case studies such as the Gonda Circus Case to demonstrate successful interventions and the importance of an integrated approach combining prevention, protection, and prosecution. The essay concludes by urging a concerted effort to address the root causes of bonded labor through policy reforms and awareness campaigns, emphasizing the need for a rights-based approach to ensure the dignity, protection, and rehabilitation of victims.</p>2025-08-21T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3604The Power of Online Buzz: Social Media Comments to Shape Consumer Perception of Sustainable Products2025-08-22T09:42:26+00:00Sana Khan, Sakshi Kansala@a.com<p>This study examined how social media comments influence consumer perceptions of sustainable products using a mixed-method approach with qualitative content analysis and quantitative survey research. Comments from Instagram and Twitter were analysed for sentiment, identifying key factors such as consumer trust in sustainability claims, the role of social media influencers, the impact of transparent communication, and the influence of educational content. An online survey of 500 socially engaged consumers evaluated their perceptions of brand sustainability claims, trust in influencers, and their intentions to purchase sustainable products. Findings revealed that the trustworthiness of sustainability claims, influencer endorsements, transparent communication, and educational content significantly impacted consumer attitudes. The study highlights the importance for brands to communicate sustainability efforts authentically, collaborate with credible influencers, and provide educational content. Future research should explore longitudinal and cross-cultural studies to understand how changing consumer perceptions and cultural contexts affect sustainable consumption.</p>2025-08-22T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3605Evolution of Research on Individual Investor Behaviour: A Systematic and Bibliometric Analysis2025-08-22T09:43:56+00:00B Hari Prasad Rao, Venkateswara Rao Bhanotuaa@a.com<p>This research performs an extensive analysis of literature on retail individual investor behaviour using an interdisciplinary approach that synthesizes PRISMA-based systematic review, bibliometric analysis, and VOSviewer. The present analysis uses 4,431 scholarly documents published in the Scopus database between 2000 and 2025. The results show a growing scholarly interest in retail investor behavior, particularly following major events such as the global financial crisis and the COVID-19 pandemic, which prompted retail engagement and financial revolution via digital means in markets. The research reveals a number of major topic clusters, such as behavioral biases (e.g., overconfidence, herding, loss aversion), financial literacy, risk perception, and sentiment analysis. It also highlights the increasing overlap of traditional theories of behavioural finance with modern concepts such as machine learning and sentiment analysis, indicating the influence of FinTech and online platforms on investor sentiment. The bibliometric mapping illustrates that the United States, India, and China are the leading contributors, and influential publications such as the Journal of Banking and Finance and the Pacific-Basin Finance Journal act as major publishing venues. Contribution of influential authors such as Kumar, Barber, and Odean has formed the theoretical and empirical foundation of the discipline. Although the discipline has developed exponentially, the research identifies shortfalls in the form of weak theoretical integration, underrepresentation of new markets, and shortages of longitudinal and culturally nuanced studies. The article promotes more transdisciplinary, regionally applicable, and technologically responsive methods of analyzing retail investor behavior. This research provides an important tool for scholars, practitioners, and policymakers working to comprehend and counter the forces of retail investor involvement in emerging financial settings.</p>2025-08-22T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3625Mental Health and Media in India: A Critical Analysis2025-08-28T07:13:37+00:00Deepa Goelaa@a.com<p>Mental health problems in India impact a significant proportion of the population but only a minority receives timely and adequate treatment. Journalists and media more broadly have remarkable potential for influencing public understanding of mental illness — potentially in positive ways, but also negative ones. This paper tries to analyze the manner in which Indian media, both print and digital (including television) at present reports on mental health, identifying emergent trends along with glaring deficiencies and some of the burning issues pertaining to ethics.</p> <p>Failure to follow standard ethical standards in reporting is a frequent occurrence. In many cases, journalist may miss hotlines or use boulevard language and sometimes infringe on patient’s right to confidentiality.</p> <p>The results of our work indicate that many media reports associate mental illness with crime and violence, reinforcing stereotypes. Global Guidelines Since recovery is the goal, even when death occurs it should be used as an opportunity to highlight what has been learned so that more people will have a better chance at survival in the future. The media with guidelines Be encouraged by international standards to focus on messages which are positive and arouse hope Use of person-first language Provide available resources for support. The recent case underscores the need for Indian journalism to embrace such principles, from training reporters and developing dedicated guidelines on mental health reporting to advancing accurate, empathetic storytelling.</p>2025-08-28T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3626Does Ownership Pattern Determine Banks’ Priority Sector Lending Practices? Insights from Review of Literature2025-08-28T10:40:00+00:00Ashish Kumarauthor@email.com<p>This article reviews the previous research and studies how bank ownership affects loans made under the Priority Sector Lending (PSL) program. This scheme requires banks to lend a particular amount of their lending to sectors that aren't getting enough funding, like agriculture, small businesses, and education. The findings indicate that public, private, and international banks contribute differently to the PSL targets. Public sector banks (PSBs) are more likely to follow PSL rules since they are in line with government policies and social welfare aims. However, they do have problems, such as inefficiency and higher credit risks in priority industries. On the other hand, private sector banks are pickier about who they lend to because they want to make money. They focus on less hazardous areas but nevertheless help PSL by strategically prioritizing. Foreign banks typically engage in PSL less frequently due to their global focus. Instead, they frequently purchase PSL certificates to indirectly participate. The assessment also talks about how digital banking and fintech developments might help banks attain their PSL goals. Digital tools have helped banks, especially PSBs, better serve priority sectors by making it easier for people in remote places to obtain financial services and by improving risk management. Overall, the studies reveal that while public sector banks dominate in PSL compliance, the roles of private and foreign banks—though more selective—are still vital for achieving the scheme’s objectives, and fintech has the potential to enhance both the efficiency and effectiveness of PSL lending.</p>2025-08-11T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3630Digital-Based Collection Systems in Microfinance: A Bibliographic Analysis (2014–2024)2025-08-30T09:10:09+00:00Sukeshraj Zallare, Ashish Hattangdiaa@a.com<p>The adoption of digital-based collection systems in microfinance has significantly reshaped the operational landscape of financial institutions, enabled improved payment processes and enhanced financial inclusion. This bibliographic analysis examines literature from 2014 to 2024, exploring the evolution of digital payment systems in microfinance. Key references, such as Suhrab et al. (2024), who discuss the role of digital financial inclusion in addressing inequality, and Shalini and Sabitha (2024), who evaluate digital payment innovations, provide insights into emerging trends and technological advancements. The study also highlights the role of FinTech (Sultan et al., 2023) and sustainable finance (Bihorac et al., 2024) in transforming microfinance operations.</p> <p>Findings indicate that digital transformation, particularly through mobile payment systems and FinTech platforms, has driven significant efficiency and cost benefits. Despite these advancements, challenges such as technological infrastructure gaps, digital literacy issues, and user trust continue to hinder widespread adoption. The analysis also identifies a lack of localized research focusing on urban microfinance ecosystems, such as those in Mumbai, where unique socio-economic factors influence adoption.</p> <p>This study provides a comprehensive overview of key innovations, implementation challenges, and research gaps in digital microfinance systems. It underscores the importance of sustainable and context-specific approaches to promote financial inclusion. By synthesizing insights from a decade of research, this paper serves as a foundational reference for academics and practitioners aiming to understand and advance the intersection of digital technologies and microfinance practices.</p>2025-08-30T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3631Measuring Customer Experience and Behavioural Intention in E-Banking: A Structural Equation Modeling Approach in the Indian Context2025-08-30T09:12:05+00:00Poonam Painuly, Sandeep Rohalaa@a.com<p><strong><em>Background:</em></strong> E-banking is now a primary service channel in India, but adoption remains uneven across customer segments. Classic acceptance models explain digital uptake through ease of use and usefulness, yet banks also influence upstream factors such as customers’ digital skill and the degree of technology integration in their platforms.</p> <p><strong><em>Objective:</em></strong> To measure customer experience and behavioural intention toward e-banking, and to test a seven-construct model linking Digital Skill and Technology Integration to Perceived Ease of Use, Perceived Usefulness, Attitude, Behavioural Intention, and Actual System Use.</p> <p><strong><em>Methodology:</em></strong> A cross-sectional survey of 400 retail banking customers was analysed using SEM. Data quality checks showed good reliability for the 35-item instrument (<strong>α = 0.885</strong>).</p> <p><strong><em>Findings:</em></strong> Digital Skill had a strong positive effect on Perceived Ease of Use (β = .74) and a small negative direct effect on Usefulness (β = −.18) after accounting for ease. Technology Integration increased Usefulness (β = .25). Ease of Use improved both Usefulness (β = .38) and Attitude (β = .48), while Usefulness had a negligible effect on Attitude (β ≈ −.01). Behavioural Intention was driven mainly by Attitude (β = .54) with an additional effect of Usefulness (β = .24). Actual System Use was strongly predicted by Intention (β = .68).</p> <p><strong><em>Originality / Novelty:</em></strong> The study extends TAM by introducing Digital Skill and Technology Integration as actionable antecedents and tests the full seven-construct specification on a large Indian sample using SEM. It shows that ease of use, rather than perceived utility alone, is the primary lever converting experience into intention and use in e-banking.</p>2025-08-30T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3636A Practical Approach on Police Investigation in India (Legal Frame Work, Procedure, Techniques, Powers and Duties)2025-09-01T06:15:55+00:00Deepak Kumar Sahu, Pooja Khetrapalaa@gmail.com<p>This research work aims to study and analyse the process of police investigation. Police investigation is a part of criminal procedure which is provided under the Criminal procedure Code 1973 (BNSS 2023). It’s said, “a criminal may be very smart but he always leaves behind a clue’’. Investigation means a search for truth, evidence, and justice. The purpose of this paper is to highlight the importance and effectiveness of investigation in the Criminal Justice System. In this paper, there is discussion on the provisions relating to police investigation and also various techniques.</p> <p>The present paper aims at to explore the applicability of Forensic science in criminal investigation and what role it plays in keeping law and order in a society. This paper also throws light on how forensic science is acting as a bridge between the medical science and legal science.</p> <p>The paper also discusses the ground reality of these laws and how it is actually being implemented in the cases. This paper discusses the police powers, duties and also challenges faced by the police officers while investigating. The author will make some recommendations on how to enhance the administration and investigative process.</p>2025-09-01T00:00:00+00:00Copyright (c) 2025 European Economic Letters (EEL)https://eelet.org.uk/index.php/journal/article/view/3637Investor Perceptions of Futures Trading as a Tool For Managing Volatility in Commodity Markets2025-09-01T08:51:11+00:00Saurabh Guptaa@a.com<p>This study explores investor perceptions of futures trading as a tool for managing volatility in commodity markets. Through qualitative research, including interviews with investors and commodity traders, the study identifies key themes such as risk perception, the influence of market news and sentiment, and trust in futures markets as a volatility hedge. The findings reveal that while futures trading is widely viewed as an effective tool for risk management, emotional biases and market sentiment significantly influence investor decisions, especially during periods of heightened volatility. Experienced investors tend to trust futures as a hedge, while less experienced participants express doubts. The study highlights the need for better investor education on risk management strategies, as well as improved transparency and regulatory frameworks to ensure futures markets remain effective in mitigating volatility. The insights from this study offer practical recommendations for investors, market participants, and policymakers to enhance market stability and decision-making.</p>2025-09-01T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3638Perception of Employees Towards Gig Jobs in Delhi NCR: An Analytical Study2025-09-01T08:53:27+00:00Himanshu Kataria, Vidushi Malika@a.com<p>The gig economy has become a major force challenging traditional employment models worldwide, driven by technological advancements and changing workforce preferences. In India, especially in the Delhi NCR area, gig jobs present an alternative employment option characterized by flexibility, independence, and task-oriented work. This analytical study explores the perceptions of 100 employees from the IT, manufacturing, and education sectors regarding gig jobs. It evaluates their awareness, willingness to participate in gig work, and the perceived advantages and challenges of such employment. The study finds a high level of awareness, with over half of the respondents showing openness to gig opportunities, particularly among younger employees and those in the IT sector. However, concerns about job security, the absence of formal benefits, and income instability remain significant obstacles. The research aids in understanding the changing workforce mindset in India and offers policy recommendations to improve the sustainability and attractiveness of gig jobs, ensuring a balanced labor market that accommodates both traditional and flexible work arrangements.</p>2025-09-01T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3641Analysis in Global Finance-Analysing the Impact of Geopolitical Factors in Global Finance Markets2025-09-02T09:17:45+00:00Zohan Vaghelaa@a.com<p>Geopolitical risks mainly refer to the numerous uncertainties and it is also along with any potential adverse impacts that are further arising from many political events. These are also happening because of multiple conflicts, or tensions that mainly exist between different nations. The study has mentioned that As per a Gallup survey in 2017, nearly 75% of overall investors have taken part and talked about their major concerns associated with the impact of both global military and also political conflicts on many investments. Additionally, the study also mentioned that geopolitical risks can particularly inhibit the FDI inflow and can directly hinder domestic economic development. Global financial markets are shaped by geopolitical tensions, which influence its cross-border investments, financial stability and portfolio allocation. The research incorporates in the Geopolitical Risk (GPR) index for measure the arising uncertainties from global conflicts, trade restrictions and economic sanctions. The findings of the study suggest that the risk of geopolitical disrupts the pattern of cross-broader investment which further leads to increased volatility and market fragmentation. The large-cap equities in the developed market emphasise resilience to the short-term shock whereas the emerging market and small-cap equities are focused on exhibiting heightened vulnerability. The findings have critical implications for institutional investors and policymakers underscoring the need for adaptive strategies related to risk management in this economic fragmentation growing era. Through analysing the historical market responses towards major geopolitical events, this research focuses on contributing for a nuanced understanding on the dynamic of how geopolitical instability shapes the dynamics of the financial market.</p>2025-09-02T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3642Challenges and applications of Generative AI in Business2025-09-02T09:19:02+00:00Roohani Alaga@a.com<p>For the purpose of this current study a systematic literature review has been conducted, this method was chosen to ensure a comprehensive perspective of existing challenges and applications of generative AI in businesses. The research involved tapping into metadata and peer-reviewed publications from reputable and reliable academic databases such as WoS, IEEE Xplore and Scopus while referring to reputable websites such as Statistica and Deloitte for statistical data that is relevant to the research. The sources used throughout the research were specifically chosen for their credibility, reliability and relevance to the topic being researched. Additionally, to enhance the real-world application and relevance of the research the study incorporates three qualitative contemporary case studies from different sectors that were selected to showcase how generative AI is applied and used in various contexts with its specific challenges and applications. </p>2025-09-02T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3643Geopolitical Risks Influencing Oil Price Behaviour Globally2025-09-02T09:20:42+00:00Zia Vaghelaa@a.com<p>Oil has been a significant source of energy for the global economy since the last industrial revolution and serves as the primary energy source for both industries and transportation. The study also mentioned that oil price volatility has main points for both policymakers and also for macroeconomics due to its overall specific macroeconomic implications. The study has examined that geopolitical risk is highlighting a number of uncertainties and major threats that are directly arising from many aspects. In addition to this, it has been analysed in this paper that the oil markets globalization has effectively built an interconnected system where a number of geopolitical risks that are involved in even one region can have different effects throughout the world. Geopolitical risks focus on shaping the behaviour of global oil prices, influencing the dynamics like economic growth, supply chains and market stability. This study focuses to analysing how political instability, supply chain disruptions and trade policies affect oil prices through using a mixed-method approach, which combines primary quantitative data, survey analysis through IBM SPSS and secondary quantitative through thematic analysis. The findings of the study indicate that geopolitical crises are inducing some significant volatility in the prices of oil, with asymmetric impact between different forms of geopolitical events. The study also shows a strong relationship between factors like supply chain disruptions, political instability and fluctuations in the prices of oil.</p>2025-09-02T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3645Attitude Towards Wife-Beating Among Adult Males in India: Does Past Shape the Present?2025-09-03T07:52:56+00:00Paramita Barman Sena@a.com<p><strong>Background</strong>: Violence afflicted on women stands as both a major public health issue and violation of human rights. Globally, around 30 per cent of women fall victims to physical and/or sexual violence during their lifetime by their intimate partners or non-partners. Attitude towards domestic violence assumes as much importance as the issue itself, when it comes to efforts at termination of this menace. The current study seeks to explore the role of past experience in shaping attitude towards domestic violence against women, among adult males in India.</p> <p><strong>Data and Method:</strong> The study uses data from NFHS-5 (2019-21) on adult Indian males aged 15-54 years. Apart from simple descriptive statistics, logistic regression analysis has been employed as the main econometric method.</p> <p><strong>Results:</strong> A substantial 41.52 per cent of adult Indian males feel that wife beating is justified. Past experience of the father beating the mother turns out to be a significant determinant of justification of wife-beating among adult Indian males.</p> <p><strong>Conclusion</strong>: In sync with SDG Target 5.2.1 calling for elimination of violence against women and girls, policies involving both awareness drives and strong punitive measures as deterrents of domestic violence are the need of the hour.</p>2025-09-03T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3646Unconscious Defense Mechanisms in T-Groups: A PRISMA-Guided Psychodynamic Review of Denial, Repression, Projection, And Transference2025-09-03T07:54:45+00:00Shridhar Kshirsagara@a.com<p>Training Groups (T-groups) are non-prescriptive learning experiences that involve the use of interpersonal awareness and group compelling experiences through real-time unstructured interaction. Core principles include a focus on the here-and-now, open expression of feelings, free flow, and spontaneity. Although T-groups are traditionally based on behavioral learning theories, inherently unconscious psychological processes emerge at the group level. This systematic review examines the defense mechanisms of denial, repression, projection, and transference in T-groups through Freudian, Jungian, and Gestalt psychodynamic perspectives.</p> <p>By PRISMA 2020, this review synthesizes findings from 100 peer-reviewed empirical studies published between 1990 and 2025. Extensive searches on PsycINFO, PubMed, Scopus, and Web of Science were conducted to identify relevant studies. They also had inclusion criteria, which included a direct attention to T-groups, unconscious processes, and the psychodynamic theory. The data were retrieved and descriptively synthesized, and the quality was assessed through CASP and MMAT instruments.</p> <p>The results have revealed that the most common defense patterns in the T-group are projection and transference, on which group ambiguity, emotional reinforcement, and authority issues are known to arise. These processes have a significant impact on group cohesiveness, trust, and learning. Psychodynamic explanations bring into perspective the insights on group actions through intrapsychic conflicts (Freud), symbolic group roles (Jung), and here-and-now awareness (Gestalt) that are different and at the same time complementary to each other. Anna Freud's classification further clarifies adaptive and maladaptive defenses within group contexts to understand the complexity of the group dynamics.</p> <p>The review highlights the transformative potential of T-groups when facilitators are trained to recognize and address unconscious processes. However, the evidence base is limited by methodological heterogeneity, underreporting, and a scarcity of T-group-specific studies. Future research should explore longitudinal effects, cross-cultural variations, and empirical assessments of psychodynamic interventions in group settings. This review also underscores the importance of integrating psychodynamic theory into T-group facilitation and design, advocating for deeper engagement with unconscious dynamics to enhance experiential learning, interpersonal, and group development.</p>2025-09-03T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3656Investment Behavior in the Fintech Era: A Serial Mediation Analysis 2025-09-06T06:09:49+00:00Simran Singh, Subramanian Shanmugama@a.com<p>This study aimed to investigate the correlation between financial self-efficacy and investment behavior, and whether this correlation is influenced by consumer fintech use and digital financial literacy among millennials and Generation Z. A serial mediation model was constructed to examine the potential link. A sample of 301 millennials and Gen Z individuals from the Gaya district of Bihar participated in an online survey questionnaire. SmartPLS4 was used for the data analysis. The study found a significant positive correlation between Financial Self-Efficacy and Investment behavior, Financial Self-Efficacy and Consumer fintech utilization, Consumer fintech utilization and Digital Financial Literacy, and Digital Financial Literacy and Investment behavior. The findings also indicated that Consumer Fintech Utilization and Digital Financial Literacy sequentially moderated the connection between Financial Self-Efficacy and Investment Behavior. The results illuminate the core mechanisms that underpin the investment behavior of Gen Z and millennials in this fintech era. Policymakers need to regulate fintech apps to ensure embedded educational content (e.g., risk disclaimers, glossary features) aligns with literacy development goals. Fintech Developers need to design interfaces that boost user self-efficacy (e.g., onboarding tutorials, confidence-building feedback) to promote sustained engagement and better investment behavior.</p>2025-09-06T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3657Announcement Effect of Dividends and Share Price Response: Evidence from Indian Financial Services Companies2025-09-06T06:29:09+00:00P. Arun Prakash, M. Karthicka@a.com<p>This study examines the Indian capital market's informational efficiency in relation to financial services companies' dividend announcements. The sample consists of 79 final dividend announcements from 2013 to 2024 that were examined utilizing the 21-day event window's Average Abnormal Return (AAR) and Cumulative Average Abnormal Return (CAAR). According to the results, AAR found positive 38% during window period, on the event day (Day 0) both AAR (0.004450) and CAAR (0.005959) found positive. Pre-event data reveals a range of responses, including indications of anticipatory trading and potential information leaks, especially from Day -13 to Day -2. AAR mostly went negative after the event, indicating a market correction following the initial overreaction. The CAAR was not statistically significant, although remaining positive for the majority of the intervals. Overall, the findings are consistent with the semi-strong version of market efficiency, showing that Indian stock prices react swiftly to news about dividends.</p>2025-09-06T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3658"Evaluating the Effectiveness of YouTube Influencer Reviews Videos on Consumer Purchase Intentions for Mobile Phones: A Digital Marketing Perspective"2025-09-06T11:30:38+00:00Ankit Yadava@a.com<p>The term "influencer marketing" refers to a relatively new type of digital marketing that has surfaced in recent decades. Influencers shape consumers’ perceptions of a product or brand through videos, photos, and other updates on various digital platforms. This paper specifically focuses on YouTube influencers who make review videos on mobile phone purchases. This study explores the effect of various attributes of influencer credibility and purchase intention of consumers in Lucknow. Google Forms was used to send a questionnaire for data collection. A Total of 453 individuals completed the questionnaire; however, only 319 individuals were chosen for further analysis owing to the inclusion of screening questions, utilization of convenience sampling, and application of structural equation modelling through SmartPLS 4 for the analysis of the data. The finding reveal Argument quality has significant impact on credibility and purchase intention however attractiveness, trustworthiness have impact on credibility but not purchase intention, expertise does not show impact on both credibility or purchase intention.</p>2025-09-06T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3668Human Resource Accounting in Selected Public Sector Companies in India2025-09-10T10:38:12+00:00Sakshi Bhawnani, Jayender Verma, Yasha Srivastavaa@a.com<p>Employees of an organization form the core and heart of the business. It would not be wrong to say that the utilization of all the resources that a company employs majorly depends on its “Human Resources”. Hence, similar to the accounting treatment given to all the financial and physical resources of a company, the valuation and communication of human resources should also be a part of the financial statements of a company, marking the way for the concept of “Human Resource Accounting”. This study has made an attempt to analyze and examine the HRA practices followed by the public sector undertakings in India. The study has selected three PSUs namely- IOC, NTPC and SAIL and calculated five HRA metrics for these companies using their annual reports. The study also discusses HR related initiatives, various training and development programmes and HR policies of the selected PSUs.</p>2025-09-10T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3669An Analysis of Factors Affecting Front-Line Employee Job Satisfaction in App-based Home Service Organisation2025-09-10T10:39:35+00:00Laxmi, Rajanikant Vermaa@a.com<p>In today’s competitive environment companies are using new and updated technology to survive in the market. Consumers are more demanding now and want the best services at a competitive price and according to their availability. Therefore, Online App based Home Service Industry come into existence to meet the Consumer’s demand. The present study is very useful for understanding the satisfaction of Front-line Employees. The purpose of this study is to examine the impact of Pay, Security, Work-Family Balance, Autonomy and Training on Front-Line Employee Job Satisfaction. Both Convenience and Snowball Sampling are used to collect data from Front-line Employees. A self-structured questionnaire was designed and filled by 290 Front-Line Employees of respective companies. After data cleaning 229 responses are used for data analysis. Statistical tools such as Cronbach Alpha, CFA and SEM are used for analysis. The results show that Pay, Job Security and Work-Family significantly influence Front Line Employee Job Satisfaction whereas Autonomy and Training are not found statistically significant. The study is limited only to some selected companies. In future more companies can be studied and comparison among them can also be done.</p>2025-09-10T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3672The Impact of Social Media on Privacy Rights: A Legal Evaluation2025-09-11T08:14:17+00:00Garima, Shreyaaa@a.com<p>This study investigates the implications of social media facilities for people’s privacy rights in India, adjusting its lens to the legal, policy and regulatory perspectives. In a society heavily dependent on digital platforms for communication, commerce, and social engagement, widespread collection, processing, and sharing of personal information pose serious threats to privacy. The paper will look at existing legal data protection and privacy frameworks in India currently governing data (the Information Technology Act, 2000, the IT Rules, 2021 and the Digital Personal Data Protection Act, 2023). But it evaluates the extent to which these laws effectively address escalating threats from private sector data practices and government surveillance. The article concludes with legal and policy recommendations to enhance privacy safeguards and to secure a balanced and rights-respecting digital milieu in India.</p>2025-09-11T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3676Hybrid Content Security Model Using Steganography and Cryptography in Cloud Storage2025-09-12T08:04:38+00:00Ruchika Sharmaaa@a.com<p>This paper presents a hybrid security model for safeguarding cloud storage content by integrating cryptography and steganography. In the proposed approach, sensitive data is first encrypted using robust algorithms such as AES or RSA, rendering it unreadable to unauthorized users. The resulting ciphertext is then embedded within a benign-looking image using Least Significant Bit (LSB) steganography. To cloud storage providers ( AWS, Google Cloud), the data appears as ordinary images rather than conspicuous ciphertext, thereby reducing the likelihood of targeted attacks. This dual-layer approach leverages the strengths of both techniques—encryption ensures the confidentiality of the content, while steganography conceals the very existence of the protected data. The workflow is systematically outlined, demonstrating how layered security significantly increases the computational effort required for a successful breach. Recommended technologies include AES and RSA encryption algorithms, LSB-based image steganography for data concealment, and widely adopted cloud platforms with native encryption support. The model’s strengths are enhanced security, covert transmission—and its limitations are processing overhead, dependency on cover media. These strengths and limitations are analyzed to provide a balanced perspective on its practical application.</p>2025-09-12T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3677Challenges And Opportunities In Linking Sanitation Campaigns With Sustainable Development: A Policy Review Of Swachh Bharat In Indore2025-09-12T08:34:25+00:00Priyanka Chourasiya, Manjari Guptaa@a.com<p>It had already read how the idea of Sustainable Development had been paired with Swachh Bharat Abhiyan (SBA) in the Madhya Pradesh city of Indore, which had been known all along as the cleanest city in India. It had achieved it in the form of mixed-methods research design that consisted of the quantitative survey and qualitative interviews and field researches. The study had uncovered that citizen awareness and participation had also helped in achieving sanitation in the city. Waste segregation and recycling practices had become the municipal innovations highly oriented on the Sustainable Development Goals (SDGs) throughout the world with respect to the goals connected with the sanitation system, responsible urbanized living and accountable consumption. Even with these successes, there were still other issues such as behavioral resistance, infrastructural deficiencies, lack of finances, and bad welfare of sanitation workers. The paper had reported that though the SBA implementation had been a model of a sustainable urban management in Indore, its long term successes in issues of inclusiveness, financial stability and labour would have been imperative in a bid to ensure the sustainability of the implementation.</p>2025-09-12T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3681The Mediating Role of Mental Health Support Systems in Building Resilient Workplaces for Employee Safety and Wellness2025-09-17T07:14:39+00:00Thammisetty Srilakshmia@a.com<p><strong>Aim/Purpose: </strong>The purpose of the study is to examine how leadership commitment, workplace safety policies, work-life balance practices, organizational communication and stress management training influences resilient workplaces, with mental health support systems acting as a mediating factor to enhance employee safety and wellness.</p> <p><strong>Outcome: </strong>Results are projected to demonstrate that mental health support systems significantly mediate the relationship between workplace practices and the development of resilient workplaces, directing to strengthen employee safety, well-being and organizational sustainability.</p> <p><strong>Methodology/Approach/Design: </strong>A quantitative research design has chosen using a structured questionnaire to collect primary data from employees of manufacturing sector.</p> <p><strong>Sampling Technique: </strong>Stratified random sampling will be employed to ensure representation from different organizational levels and departments.</p> <p><strong>Statistical Tools: </strong>Structural Equation Modelling (SEM) has used to test the mediation role of mental health support systems along with reliability and validity tests.</p> <p><strong>Generalization: </strong>The study’s output can be widespread to organizations in similar industrial contexts contributing for managers and policymakers to strengthen workplace resilience through mental health interventions.</p>2025-09-17T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3682Mending market linkages to restore the grandeur of traditional Indian textiles2025-09-17T07:17:14+00:00Ettishri B Rajputa@a.com<p>With the recent economic development in India and e-commerce rush, the country has found new patrons of crafts in the elite Indian craft consumer. Not only e-commerce, but several brands like Taneira by Tata, Aadhyam by Aditya Birla and Swadesh by Reliance are the new national brands selling handloom sarees. Such an unprecedented interests in crafts, which is being touted as the Indian luxury, augurs well for revival of traditional crafts. But problems faced by the marketers are considerable. The study initially draws a narrative on Indian crafts right from ancient times and shows how the narrative has changed over time, in the process affecting the stature of the rich cultural heritage. The aim of the study is to examine the supply side linkages that play a role in enriching traditional textiles from the marketer’s perspective. As the variables to be studied were not very clear in the beginning, we follow a qualitative methodology. In-depth interviews were conducted with representatives of government sector, private sector, non-government organisations. Focus group discussions with primary producers like weavers and artisans associated with traditional textile crafts of Gujarat were conducted. A Grounded theory approach was followed in order to develop a conceptual framework of the supply side challenges faced by the marketers of traditional textile crafts of the Gujarat region. The qualitative inquiry shows that there are three major themes viz. Information Asymmetry, Supply Chain Systems and Product design that need to be addressed in order to<br />address supply side challenges and externalities of the sector. Organisational/governmental budgetary allocations that aim at improvement in relevant matrices will help the restoration of the stature of traditional textile crafts. Contrary to popular belief that demand of traditional textiles is declining, we found that many constraints faced by the craftsmen and handloom weavers were unrelated to demand. The externalities of this sector have made the compromise between heritage and business a difficult one, unless the supply side linkages are strengthened. One can hope that craft may finally opt out of the preservation rhetoric for the best way to preserve something is to make it prosper. The study findings are unique as they provide a multidimensional narrative on marketing of the tangible cultural heritage of India.</p>2025-09-17T00:00:00+00:00Copyright (c) 2025 European Economic Letters (EEL)https://eelet.org.uk/index.php/journal/article/view/3683Pricing Sustainability: An Econometric Evaluation of Consumer Demand for Eco-Friendly Coffee Waste Products2025-09-17T07:20:11+00:00Anh Minh Phung Baoa@a.com<p>Sustainability of the environment has led to interest in converting agricultural residues into valuable products. A significant by-product of coffee production, coffee waste offers business opportunities in the development of environmentally friendly products. Pricing is one of the key factors in consumer adoption, and it is important to understand the dynamics of demand to promote sustainable consumption. This research examines the consumer demand for environmentally friendly coffee waste products based on the responses of 412 respondents in urban and semi-urban areas. The respondents shared their opinions on the purchasing domain, sensitivity to price, perceived product quality, and environmental consciousness. The SmartPLS SEM was employed to analyze the data, and the validity and reliability tests were conducted to verify the robustness of the model. Findings show that PS harms CD , compared to EC and PPQ , which have a positive effect on CD. The modest positive effects are on SI and In . These results indicate the synergistic contribution of economic and behavioral variables to the development of consumer interest in sustainable coffee waste products.</p>2025-09-17T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3684Sustainable Economic Development in India: Nexus Between Financial Globalization and Economic Growth2025-09-17T10:39:10+00:00Tia Paras Shaha@a.com<p> Sustainable economic growth is an essential foundation for India’s long-term development and success. As one of the largest economies in the world, India confronts the twin imperatives of continued rapid economic growth and the challenges of climate degradation and social inequities <a href="https://www.worldbank.org/en/country/india">[1]</a>. With more than 50% of its population relying on sectors such as agriculture, the high enormous risks that India faces due to Climate Change accentuate the need for making sustainability an intrinsic part of its development strategy <a href="https://www.iea.org/reports/india-energy-outlook-2023">[2]</a>. Countries’ commitment to the United Nations Sustainable Development Goals (SDGs) also emphasizes the need for a balanced approach that integrates economic, environmental, and social considerations.<a href="https://www.undp.org/publications/human-development-report-2023">[3]</a>.</p>2025-09-17T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3686Economic Returns to Higher Education in India An Empirical Study of Employability, Income, and Skills Across Disciplines2025-09-18T08:30:22+00:00Mitali Sharad Gupta, Nitu Kumar, Riya Chandaka@a.com<p style="margin: 0cm; text-align: justify;">Higher education is often viewed as an investment that yields economic and social returns in the form of employability, income, and skills. This study examines the economic returns to higher education in India through a comparative analysis across disciplines such as Engineering, Management, Commerce, Arts, and Science. Using survey-based data from 200 graduates, the research explores the relationship between tuition costs, employment outcomes, income distribution, job preparedness, and skill acquisition. The findings reveal that professional programs such as Engineering and Management provide higher employability and income opportunities, albeit with significantly higher tuition fees, whereas Arts and Commerce graduates face lower employment prospects and modest returns. Communication skills, digital competencies, and industry certifications emerged as the most critical drivers of employability across fields. The study concludes that while higher education enhances earning potential and job readiness, the return on investment varies considerably by discipline, raising important implications for students, institutions, and policymakers in aligning curricula with labor market demands.</p>2025-09-18T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3687Hiring Challenges in the IT Sector in the Era of AI, Hybrid Work, and Global Talent Shortages2025-09-18T08:31:48+00:00Neha Acharyaa@a.com<p>With the rapid adoption of artificial intelligence, hybrid work, and globalization of the workforce, the information technology (IT) sector continues to face unprecedented hiring challenges in 2025. While the pandemic triggered the shift towards remote work, the post-pandemic era has transformed these practices into permanent features of recruitment and retention strategies. This study investigates the current hiring challenges in the IT sector, including global talent shortages, rising competition for niche skills like AI, cybersecurity, cloud computing, and data science, as well as evolving employee expectations such as flexibility, wellbeing, and purpose-driven work. The research also explores how AI-powered recruitment, upskilling initiatives, and employer branding strategies are shaping the future of talent acquisition. These findings will be crucial for IT companies navigating today’s competitive hiring landscape.</p>2025-09-18T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3688Balancing B2B Lead Generation through Manual Research and AI Innovation2025-09-18T08:33:01+00:00Nikhil V. Khandar, Shital A. Bhole, Shilpa Agarkara@a.com<p>This study compared three lead generation approaches- manual searches, professional databases, and AI-driven tools. Manual searches found the most companies (94) but produced only two quality leads after 115 hours. Database and AI tools identified fewer leads (3 each) but required far less time—2 hours and 27 hours, respectively. Other methods like LinkedIn outreach and referrals yielded fewer leads but with higher quality.</p>2025-09-18T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3689The Strategic Role of Business Incubators and Accelerators in Fostering Entrepreneurial Development: Analysing Their Impact on Start-up Survival, Innovation Capacity, and Ecosystem Growth2025-09-18T08:34:24+00:00Pritichhaya Tamboli, Kshitij Tankhiwalea@a.com<p>Entrepreneurial ecosystems thrive when innovative ideas are nurtured with adequate resources, mentorship, and funding. Business incubators and accelerators have emerged as powerful catalysts that support early-stage ventures by providing structured environments to grow and scale. This paper explores their strategic role in entrepreneurial development, analyzes their impact on innovation and start-up survival, compares their effectiveness, and provides suggestions for strengthening their role in emerging economies such as India. The study uses theoretical perspectives, case-based evidence, and literature insights to highlight how incubators and accelerators not only foster business growth but also contribute to broader socio-economic development.</p>2025-09-18T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3690The Convergent Impact: How Chatbots, Personalization, and Predictive Analytics Synergistically Shape Consumer Behavior2025-09-18T08:36:28+00:00Sarang Javkhedkar, Anjali Shrungarkar, Atul Kulkarnia@a.com<p>The digital marketing landscape is undergoing a profound transformation driven by artificial intelligence (AI). This paper investigates the tripartite influence of AI-powered chatbots, hyper-granular personalization, and predictive analytics on contemporary consumer behavior. While often studied in isolation, this research argues that their convergence creates a synergistic effect that significantly amplifies their individual impact on the consumer decision journey. Through a mixed-methods approach—analyzing quantitative data from a simulated e-commerce environment (N=500 virtual consumer journeys) and qualitative insights from focus groups (n=20)—this study demonstrates that integrated AI systems dramatically increase key performance indicators. Findings indicate a 33% increase in conversion rates, a 40% improvement in customer satisfaction scores, and a 28% reduction in cart abandonment when these technologies are used in concert versus in isolation. The research also identifies a critical "creepiness factor" threshold, where overly intrusive personalization can negatively impact trust. The paper concludes that the future of consumer engagement lies in the ethical and strategic integration of these technologies, creating a seamless, predictive, and empathetic customer experience that fundamentally reshapes brand expectations and loyalty.</p>2025-09-18T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3691Revolutionizing the Fintech Landscape: An Empirical Investigation into the Impact of Service Quality on Customer Satisfaction and Usage Intention in Uttarakhand2025-09-18T08:42:46+00:00Rashi Alagh, Anuradha Rathi, Mousmi Goel, Harshil Sharmaa@a.com<p>The Indian financial services sector has undergone significant transformation with the emergence of Fintech, which integrates financial services with advanced digital technologies. This shift has altered consumer expectations and behavior, creating a demand for more efficient and accessible financial solutions. This study investigates the role of Fintech innovations in enhancing customer satisfaction & intention to use Fintech services. Data was collected from 230 respondents across the Dehradun, Haridwar, Tehri & Pauri districts of Uttarakhand. The analysis was performed using Smart PLS to analyze the intricate relation of dimensions of service quality & customer satisfaction. The SERVQUAL model comprising of Reliability (REL), Responsiveness (RESP), Assurance (ASS), Empathy (EMP), and Tangibility (TAN) - was employed to measure the extent of satisfaction driven by perceived service quality with regard to fintech services among surveyed respondents in Uttarakhand. As per the findings, Reliabilityand Responsiveness are among the most significant attributes of service quality towards enhancing customer satisfaction. These elements, in turn, significantly contribute towards the intention to use fintech services in Uttarakhand<strong>.</strong> The study empirically justifies the significance of reliability, responsiveness & assurance in promoting customer satisfaction which in turn drives intention to use Fintech. Therefore, the Fintech service providers should prioritize these aspects to improve user satisfaction and expand their customer base in regional markets. Moreover, the results from the study bear significant practical implications for Fintech companies, policymakers, and financial service regulators. By focusing on key dimensions of service quality, stakeholders can boost user engagement, drive digital financial inclusion across vulnerable regions, and support the broader goal of a cashless and inclusive economy.</p>2025-09-18T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3693Assessing Consumer Willingness to Adopt Ai-Based Personal Shopping Assistants2025-09-19T07:07:01+00:00G.Dharinia@a.com<p>Artificial Intelligence (AI)–based personal shopping assistants (APSAs) are rapidly emerging as innovative tools in online retail and mobile commerce. By simulating human-like guidance through chatbots, recommendation engines, and personalized conversational agents, APSAs aim to enhance shopping convenience, decision-making efficiency, and overall satisfaction. This study investigates Indian consumers’ willingness to adopt AI-based personal shopping assistants (WTA-APSA) and explores the factors that influence adoption, such as perceived usefulness (PU), perceived ease of use (PEOU), trust (TR), and privacy concerns (PC). Using a survey-based approach, responses were collected from 420 online shoppers across metropolitan, Tier-II, and Tier-III cities in India. Structural Equation Modeling (SEM) was employed to test hypothesized relationships. Results reveal that PU, PEOU, and trust significantly influence willingness to adopt, while privacy concerns exert a negative effect. Findings contribute to adoption theory extensions in AI retail contexts and provide practical implications for e-commerce platforms seeking to integrate APSAs effectively.</p>2025-09-19T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3706HR Analytics in the IT Sector: Linking Performance Appraisal Practices with Employee Engagement2025-09-22T06:07:01+00:00Muskan Saxena, Vibhor Jaina@a.com<p>In an increasingly data-driven corporate landscape, Human Resource (HR) analytics has emerged as a pivotal tool in shaping strategic HR decisions. Within the IT sector—an industry marked by high competition, dynamic work environments, and a skilled workforce—leveraging HR analytics for effective performance appraisal has gained significant attention. This study investigates the extent to which HR analytics tools and techniques are integrated into performance appraisal processes and examines their influence on employee engagement levels. The research adopts a mixed-method approach, combining quantitative data gathered through structured surveys with qualitative insights from interviews conducted with HR professionals and employees in leading IT firms. The study aims to identify prevalent HR analytics practices, assess their effectiveness in appraising performance, and explore the correlation between data-driven performance evaluation and employee engagement metrics such as motivation, satisfaction, and retention. Findings from the research are expected to reveal that the strategic use of HR analytics not only enhances objectivity and transparency in performance appraisal but also fosters a more engaged and motivated workforce. Moreover, the study seeks to highlight best practices and challenges associated with HR analytics adoption in the IT sector. This research contributes to both academic understanding and practical implementation by bridging the gap between analytical performance management and human-centered employee engagement strategies. It underscores the growing need for IT organizations to align technological tools with human resource development, ensuring that data-driven decisions do not merely quantify employee output but also enhance their overall experience and involvement in the organization.</p>2025-09-22T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3707Assessing the Role of Digital Payment Systems in Enhancing Operational Efficiency among Unorganized Retailers2025-09-22T06:09:28+00:00Shreya Kharbanda, Chanchal Chawlaa@a.com<p>The rapid proliferation of digital payment systems in India has significantly transformed the retail landscape, especially in the organized sector. However, their adoption and impact in the unorganized retail segment—comprising local kirana stores, roadside vendors, and small-scale traders—remain underexplored. This study aims to assess the role of digital payment systems in enhancing operational efficiency among unorganized retailers. Specifically, it investigates how digital payment adoption influences sales volume, inventory management practices, and overall business process optimization. The research adopts a mixed-methods approach, combining quantitative data collection through structured questionnaires with qualitative insights gathered via interviews. The target sample includes unorganized retail outlets across urban and semi-urban areas, with emphasis on those that have integrated digital payment platforms such as UPI, mobile wallets, and QR-based payment apps. Statistical analysis is employed to measure correlations between digital payment usage and indicators of operational efficiency, including sales trends, inventory turnover, and reduction in transaction time. Preliminary findings suggest that digital payments not only streamline financial transactions but also contribute to better tracking of inventory, improved cash flow management, and increased customer trust. Despite challenges such as digital illiteracy, intermittent connectivity, and reluctance among some retailers, the overall trend indicates a positive impact on business efficiency. This study contributes to the growing literature on digital transformation in the informal economy and offers policy recommendations to accelerate financial inclusion and digital adoption among grassroots-level retailers. It also provides practical insights for fintech companies and government agencies aiming to empower the unorganized sector through digital means.</p>2025-09-22T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3708The Role of Motivation in the effectiveness of Employee Retention Strategies: A Study on Private Universities2025-09-22T06:10:54+00:00Vaishali Choudhary, Mohit Rastogia@a.com<p>Employee retention has become a significant concern in private universities where competition for skilled faculty and staff is intense. Motivation plays a critical role in shaping employees’ decisions to remain within an organization. This study investigates the role of motivation in the effectiveness of employee retention strategies adopted by private universities. Using a structured questionnaire of 10 items, data were collected from 120 employees across selected private universities. The study employed descriptive statistics, correlation, and regression analysis to examine the relationship between motivation and employee retention. Findings reveal that motivational factors such as recognition, job security, growth opportunities, and alignment with organizational goals strongly influence employee retention. The study concludes that employee motivation is a determinant of effective retention strategies and recommends that universities design comprehensive motivational frameworks to reduce turnover and improve long-term commitment.</p>2025-09-22T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3709Economic Perspectives on AI Integration in Business: A Comprehensive Analysis of Trends and Impacts2025-09-22T06:14:41+00:00Aishwaryaa@a.com<p>This research paper provides an extensive economic analysis on artificial intelligence implementation in business incorporating extensive meta database searches from IEEE, ResearchGate, Scopus and recent statistical inputs from reliable sources such as Deloitte, McKinsey and Statista. This research paper critically examines the impacts of AI, mainly highlighting it as the drive of productivity, operational efficiency and competitive advantage. Researchers have also emphasized ethical and persistent organizational challenges. Issues such as transparency, fairness and bias often weaken trust and slow down its acceptance. In contrast to earlier studies this paper uses a broader qualitative approach, utilizing case studies and a SWOT analysis. This approach explains both limitations and tangible benefits of designing and using AI. Policy implications show the importance of governance strategies and adapting regulatory frameworks as AI evolves. The future research should focus on creating ways to measure the value AI brings and building various models that can adjust to the evolving digital economy. Overall, the findings include AI implementation that is ethically and effectively managed will shape the future of growth and markets. </p>2025-09-22T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3710Evaluating the Effectiveness of Financial Inclusion Policies on Economic Growth and SME2025-09-22T06:25:24+00:00Viha Variaa@a.com<p>This academic paper is a behavioral and technological study focusing on the influence of financial inclusion policies on economic growth and on the development of small and medium-sized enterprises (SMEs) in emerging economies. The paper utilizes a qualitative case study approach to substantiate the claim, employing Prospect Theory to measure the effects of increased access to financial services on the rate of employment, poverty alleviation, and SME survival. The study notes that while the use of digital finance and the launch of initiatives for women can be a source of profit and job creation, there are still obstacles such as very low levels of financial literacy, the need for collateral, mistrust, and social biases. The results show that changes in procedures, regulatory changes and well-targeted educational programs are the main ways of closing financial gaps, particularly for vulnerable SMEs and female entrepreneurs. The conclusions of the paper are further supported by a re-examination of the literature on global research that points to the increasing role of digital financial inclusion and fintech that are the major drivers of SME-led economic progress.</p>2025-09-22T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3711Linking Self-Efficacy and Hedonic Motivation to Job Performance: An Empirical Study of Medical Representatives in South Gujarat2025-09-22T06:26:53+00:00Nikita Kher, Sapna Chauhanaa@a.com<p>In today’s competitive pharmaceutical industry, the role of medical representatives (MRs) extends beyond sales to relationship management, knowledge dissemination, and long-term client engagement. Their success depends not only on technical skills but also on psychological and motivational factors. This study examines the influence of self-efficacy and hedonic motivation on job performance of medical representatives in the South Gujarat region. Self-efficacy reflects individuals’ belief in their capacity to execute tasks successfully, while hedonic motivation represents the pursuit of enjoyment and satisfaction in work-related activities. A structured survey was conducted with 450 medical representatives across major pharmaceutical firms in the region. The data was analyzed using correlation and regression techniques to assess the direct and combined effects of these constructs on job performance. Preliminary findings suggest that self-efficacy strongly predicts job performance, while hedonic motivation significantly enhances workplace happiness, with both variables exerting a combined influence on overall work outcomes. The study contributes to organizational behavior and human resource literature by highlighting psychological and motivational determinants of job performance and well-being, offering practical findings for pharmaceutical companies to design training and motivational strategies.</p>2025-09-22T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3714Exploring Victim-Centered Compensation Right for Homicide Survivors in the Ethiopian Criminal Justice System: Understanding Legal and Economic Impacts.2025-09-22T10:23:35+00:00Cheru Chanko Enga, Debarati Haldera@a.com<p>This article gives light to Ethiopian law makers to give attentions and promulgate the clear and independent law to treat the homicide survivors in proportion to the economic and moral loss. And aimed to initiate the government to establish the victim’s compensation scheme. The objectives of the study are: to access challenges of homicide survivors to get compensation, to examine the factors that influencing the compensation strategy in Ethiopia, to study compensation payers to homicide victims in the Ethiopian Criminal Justice system. To achieve the planned objectives the study employed socio legal and qualitative approach. The study founded that, the lack of law provision, and independent legal document concerning compensation to crime victims, new for the compensation scheme to the country, and economic status of the society and awareness of the victims to get compensation for injury and economic loss affects the right to get compensations. The study recommends, Ethiopian experience which gives the attention on the offender only to be criminally responsible and that replaces the civil responsibility should be amended and renewed in the sense of contemporary legal development. And the government should plan to enact an independent law to modernize the entertainment of the crime victims, to stable and balance the lost economy, maintain the future income and reimburse the cost of the victims caused by the crime.</p>2025-09-22T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3718Un-Published2025-09-24T08:25:08+00:00<p>Un-Published</p>2025-09-24T00:00:00+00:00Copyright (c) 2025 European Economic Letters (EEL)https://eelet.org.uk/index.php/journal/article/view/3719THE LEGAL FRAMEWORK OF CORPORATE SOCIAL RESPONSIBILITY AND WATER LAWS IN INDIA2025-09-24T08:28:05+00:00Ayushi mittal, Dr. Ashish kumar singhalaa@gmail.com<p>Companies are legal persons. Hence, it is the duty of the legal personalities as well to abide by the law and involve in making their contribution to the society as per social norms and expectations. Thus, under the companies act 2013, corporate social responsibility (csr) was formalized mandating the companies to allot 2% of their profits towards social and environmental initiatives. Multiple action plans and social initiatives are formulated by the government of india wherein water conservation and sanitation are among the key focus areas. Though, india's legal framework for water governance is rooted in constitutional provisions and various legislative measures such as the water (prevention and control of pollution) act, 1974 and the national water policy (2012), wherein these laws aim to manage water resources sustainably and ensure access to clean water. The csr initiatives towards water conservation, pollution control and providing accessibility to clean water for drinking and sanitation will aid the government to boost the productivity and approachability. This paper also addresses the challenges of coordinating corporate efforts with regulatory frameworks, monitoring the effectiveness of csr projects, and overcoming regional disparities in water management. Judicial interventions have further expanded the scope of corporate responsibility in environmental sustainability. Thus, public private partnership may help in improving monitoring mechanisms, greater corporate engagement in long-term water management solutions.</p>2025-09-24T00:00:00+00:00Copyright (c) 2025 European Economic Letters (EEL)https://eelet.org.uk/index.php/journal/article/view/3720Policy shifts and structural barriers: Evaluating the doubling farmers’ income initiative in india2025-09-24T08:30:37+00:00Shashi pratap shahiaa@gmail.com<p>he indian government’s ambitious target of doubling farmers’ income (dfi) by 2022 marked a significant policy shift from production-centric to income-oriented strategies. This study, based on secondary data, critically evaluates progress by analysing household income trends, policy measures, and structural challenges. Using evidence from the nafis 2016–17 survey and the situation assessment surveys (sas) of 2012–13 and 2018–19, it finds that although farm households experienced substantial nominal income growth, real income gains were modest due to inflation, falling short of the doubling goal. Income composition analysis shows a reduced contribution from cultivation and growing reliance on wages and non-farm sources, highlighting the limitations of farm-based earnings. Government interventions, such as pm-kisan (cash transfers) and pmfby (crop insurance), improved liquidity and risk coverage, but uneven implementation restricted their effectiveness. Similarly, initiatives like e-nam and farmer producer organizations (fpos) strengthened market access and collective bargaining but yielded broader outcomes only after 2020, beyond the original timeline. Overall, while policy reforms expanded safety nets, diversified income sources, and encouraged market integration, enduring issues like fragmented landholdings, rising input costs, and sluggish productivity growth hampered full achievement of dfi. Nonetheless, the initiative generated momentum, laying a solid foundation for sustained rural income growth in the future.</p>2025-09-24T00:00:00+00:00Copyright (c) 2025 European Economic Letters (EEL)https://eelet.org.uk/index.php/journal/article/view/3726Technical Efficiency and Growth of Banks: A Bibliometric Analysis2025-09-25T11:52:26+00:00Mangal Chheringauthor@email.com<p>This study delves into the complex relationship between technical efficiency and growth of the banks using a bibliometric approach. While it is commonly believed that efficient banks should grow, the literature on this relationship remains sparse and ambiguous. Our research aims to identify and analyze key publications, authors, academic affiliations, source titles, countries, languages, document types, subject areas, and citation matrices addressing above issue. By examining these factors, we seek to offer valuable insights for guiding future research in this field. This study employs a bibliometric analysis to investigate the current trends and patterns in the research on technical efficiency and growth of the banks. By analyzing 217 documents sourced from the Scopus database, the study identifies key research areas, influential authors, and significant publications. The most cited papers were written in 2002 (468 total citations), 'Economics, Econometrics, and Finance' being the dominant subject area (32.68% publications). Articles being the most published (87.55%), English is the key language (96.8%), the United States is the top country (31 publications), and 'Journal of Banking and Finance'<br>is an important journal (11 publications). Isik, I. is the most influential author (705 total citations). This study elucidates publications pertaining to the technical efficiency and growth of banks, encompassing key contributors, authors, countries, journals, publishers, and significant keywords. Researchers can leverage this paper for their further investigations, particularly in establishing the relationship between technical efficiency and the growth of banks. The study is constrained by its limitation that only Scopus database has been employed to the analysis. Our paper is first of its kind in exploration into the relationship between technical efficiency and the growth of banks using bibliometrics method. </p>2025-08-11T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3736A Bibliometric Analysis of Service Quality and Customer Perception Research in the Banking Sector 2025-09-29T07:51:10+00:00Karthikeyan R, D Gnana Senthilkumara@a.com<p>This study presents a bibliometric analysis of research on service quality and customer perception in the banking sector published between 2013 and 2023. By examining a curated dataset of scholarly articles from the Scopus database, this paper identifies the intellectual structure, key research themes, and emerging trends in the field. The analysis reveals a consistent growth in publications, indicating sustained academic interest. The findings highlight the most influential journals, prolific authors, and leading countries contributing to this body of knowledge. Co-occurrence analysis of keywords identifies prominent research clusters, including the evolution from traditional service quality models to the emphasis on digital banking, e-service quality, and customer experience in the modern banking landscape. This study provides a comprehensive overview for academics and practitioners, outlining the trajectory of research and suggesting avenues for future inquiry in an increasingly technology-driven banking environment.</p>2025-09-29T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3739A Study on Hybrid Vehicles from Dealer’s Perceptions in Bangalore city2025-09-30T06:43:00+00:00Rajdeep Manwania@a.com<p>This research delves into the perceptions of automotive dealers regarding hybrid vehicles in India. With the Indian automotive market undergoing significant transformations due to environmental concerns and technological advancements, understanding dealer perspectives becomes crucial. The study employs a mixed-methods approach, combining quantitative surveys and qualitative interviews, to assess factors influencing dealer attitudes towards hybrid vehicles. Findings indicate that while dealers acknowledge the environmental benefits and government incentives associated with hybrids, challenges such as consumer awareness, infrastructure limitations, and higher upfront costs persist. The paper concludes with strategic recommendations to enhance hybrid vehicle adoption through dealer engagement and policy support.</p>2025-09-30T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3740Managing People at Work: Challenges in Human Resource Management2025-09-30T06:45:02+00:00Smita Mandwekar, Ar. Hemant Mandwekara@a.com<p>Human Resource Management (HRM) refers to the structured systems designed to oversee people within an organization. The main responsibilities of an HR manager revolve around staffing, employee compensation and benefits, and work design. The ultimate goal of HRM is to maximize organizational productivity by enhancing employee effectiveness. Despite the rapid pace of business changes, this fundamental role is unlikely to shift. As Edward L. Gubman noted in the Journal of Business Strategy, the essential tasks of HR—acquiring, developing, and retaining talent; aligning employees with business goals; and contributing meaningfully to organizational success—will always remain relevant. HRM poses additional challenges for small enterprises, which often lack a dedicated HR department and may rely on a single HR person or even the owner. Therefore, understanding these challenges becomes vital for ensuring growth and sustainability. This paper seeks to analyze the challenges in HRM, propose solutions, and highlight future trends.</p>2025-09-30T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3741Consumer Behavior Analysis Using AI and Big Data2025-09-30T06:46:24+00:00Saudamini Mowadea@a.com<p>The digital revolution has transformed consumer markets, leading to unprecedented volumes of structured and unstructured data generation. Understanding consumer behavior is no longer limited to surveys and traditional econometric models; instead, Artificial Intelligence (AI) and Big Data analytics have emerged as powerful tools to capture, process, and interpret consumer patterns. This study provides a comprehensive deep dive into how AI techniques, such as machine learning, natural language processing, and deep learning, when integrated with Big Data frameworks, can revolutionize consumer behavior analysis. This study highlights applications in personalized marketing, dynamic pricing, predictive analytics, and customer segmentation while addressing ethical concerns, data privacy challenges, and future prospects of consumer behavior research in the AI era. Keywords: Artificial Intelligence (AI), big data, consumer behavior, predictive analytics, personalization, sentiment analysis, customer segmentation.</p>2025-09-30T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3742Analysing Investment Behaviour of Salaried Individuals in Jaipur: An Empirical Approach2025-10-01T08:40:40+00:00Mehak Gulati, Surbhi Mathur, Aditi Kaushika@agmail.com<p><strong>Background: </strong>Investment is an activity that involves almost all individuals and reflects their financial knowledge, skills, preferences, and objectives. For salaried individuals, investment decisions take on added importance as they often include retirement planning alongside other financial goals (Chaturvedi, 2025; Miranda, 2023). In today’s dynamic global economy, a wide range of investment avenues are available such as equity, debt, gold, provident funds, real estate, and post office savings schemes. Salaried individuals typically invest in multiple channels to meet various objectives over time. Recent studies emphasize that factors influencing investment decisions among salaried employees include demographic aspects, financial literacy, risk tolerance, and psychological biases (Miranda, 2023). Furthermore, employee satisfaction with their investments is closely linked to how well these align with their financial goals.</p>2025-10-01T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3745Bibliometric Review of Online Learning Challenges and Opportunities2025-10-02T07:24:41+00:00S.Gnana Sugirtham, Mythily Ra@a.com<p>This study presents a bibliometric analysis of research on problems and prospects of online learning platforms published between 2014 and 2024. By examining a curated dataset of scholarly articles from the Lens.org database, this paper identifies the intellectual structure, key research themes, and emerging trends in the field. The analysis reveals a significant growth in publications, especially from 2020 onwards, driven by the global shift to remote education during the COVID-19 pandemic. The findings highlight the most influential journals, prolific authors, leading institutions, and prominent countries contributing to this body of knowledge. Keyword co-occurrence analysis identifies major thematic clusters, including "e-learning," "digital divide," "student engagement," "learning analytics," and "educational equity." This study provides a comprehensive overview for academics and practitioners, outlining the trajectory of research and suggesting future directions in an increasingly digital education environment.</p>2025-10-02T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3751Stakeholder Engagement Analysis of Existing Buildings Retrofitting Projects2025-10-03T07:13:28+00:00Sunam Nandi, Atul Rawataa@a.com<p>Retrofitting residential buildings is not a technical problem that can be solved by installing equipment and making logical decisions; rather, it is a complicated socio-technical issue that necessitates taking into account how physical arrangements encourage sustainable activities. Stakeholder plays a very important part in taking decision regarding retrofitting an existing building. There are different stakeholders involved in the process of retrofitting and analysing their influence can give a wider view on the challenges and come out with strategies to overcome. This study aims to analyse the stakeholders’ level of influence involved in retrofitting. The study revealed that stakeholders influence on retrofitting projects are not limited. The importance stakeholders spreads to other groups, emphasizing the necessity of precise laws, rewards, and funding sources.</p>2025-10-03T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3758From Arthashastra to Algorithms: Data-Driven Mergers, Consumer Welfare, and the Evolution of Consumer Harm Theories in Indian and EU Competition Law2025-10-06T06:23:10+00:00Kritika Singh, Gagandeep Kaura@a.com<p>The proliferation of data-driven mergers in India's rapidly digitising economy presents unprecedented challenges to traditional competition law frameworks, necessitating a fundamental reassessment of merger analysis methodologies and theories of consumer harm. This research examines the competitive implications of mergers where data aggregation constitutes the primary strategic objective, analysing their effects within the jurisdictional frameworks of India and the European Union while exploring the integration of traditional Indian knowledge systems with contemporary competition law analysis.</p>2025-10-06T00:00:00+00:00Copyright (c) 2025 European Economic Letters (EEL)https://eelet.org.uk/index.php/journal/article/view/3759“What Drives Workers’ Reverse Migration From SMES: Economic, Social, Health or Workplace Factors Post Disasters?”2025-10-06T08:25:22+00:00Indrajit Khandai, Ashish Kumar, S Sanjay Kumara@a.com<p>Reverse migration, the phenomenon where migrant workers return to their native places, has garnered significant attention, particularly in the context of small and medium enterprises (SMEs) post disasters like Covid-19. This study explores the factors influencing reverse migration from manufacturing units of SMEs, focusing on the perspectives of migrant workers from neighboring states. Drawing from primary data collected through surveys and interviews, the study identified social, health, sources of relief, and food insecurity determinants as key contributors to reverse migration decisions. The insights from the study indicate social, health, sources of relief, and food insecurity determinants have significant positive impacts on reverse migration, whereas economic and housing factors have either weak or non-significant influence on reverse migration. This is contrary to previous research studies, which focus on reverse migration of migrant workers from unorganized sectors such as construction, hospitality, tourism, and other service sectors. Pull factors such as feeling sense of relief at being in native place, a sense of sustainable life, emotional fulfillment, advance decision to travel arrangement, greater sense of relief and quality of life at home played vital role in their decision to return to their native place. The findings indicate a nuanced interplay among these factors, with the COVID-19 pandemic intensifying the reverse migration trend. The study emphasizes the need for policy interventions, such as improved accessible healthcare systems near SMEs, localized economic development, conducting mandatory disaster awareness and preparedness programs, and support systems to address the challenges and optimize the potential of migrant workers. These are initiatives that can help minimize the risks and build confidence in workers’ minds to restrict reverse migration in any disaster-like situation, like a pandemic, in the future.</p>2025-10-06T00:00:00+00:00Copyright (c) 2025 European Economic Letters (EEL)https://eelet.org.uk/index.php/journal/article/view/3765Between Awareness and Action: Exploring Gen Z’s Purchase Intentions towards Sustainable Clothing2025-10-08T08:03:37+00:00Mandeep Kauraa@a.com<p>The fashion industry is increasingly criticized for its environmental and social impacts, making sustainable clothing a critical pathway toward responsible consumption. Generation Z, often characterized as environmentally aware and socially conscious, represents a vital consumer group for sustainable fashion. Yet, despite their strong pro-sustainability attitudes, a persistent gap remains between their intentions and actual purchase behavior. This study employs a qualitative exploratory design to investigate how Gen Z consumers perceive, consider, and make decisions about sustainable clothing choices. Using 25 semi-structured interviews and thematic analysis, four key themes emerged: (1) peer validation and social media influence, (2) affordability and accessibility barriers, (3) moral identity and environmental values, and (4) knowledge–action dissonance. Together, these findings illustrate the complex interplay between values, social expectations, and structural constraints shaping Gen Z’s purchase intentions. The study contributes by providing context-specific insights into Gen Z’s lived experiences. Practical implications for fashion brands and policymakers are also discussed.</p>2025-10-08T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3773Financial Inclusion Status of Hakkipikki Tribal Women in Mysuru District, Karnataka2025-10-10T09:08:01+00:00Kiran Kumar, Dammurappa Ka@a.com<p>The Purpose of this research study is to understand the level of Financial Inclusion Index of Hakkipikki Tribal Women residing in Mysuru district of Karnataka state. The term financial inclusion refers accessibility to, the availability of, and the usage of financial services to all individuals of the population irrespective of their economic level. The level of Financial Inclusion is vary from one demographic population to other demographic population. The research objective of the study was to examine the current level of financial inclusion index of Hakkipikki tribal women residing in Mysuru district of Karnataka. In this research study financial inclusion is quantified by creating Financial Inclusion Index for ten Dichotomous financial services variables. The levels of financial inclusion index classified as 03 different levels based on a scoring from zero to ten. Low level of financial inclusion index contains scores from 00 to 03, medium level of financial inclusion index comprises scores from 04 to 06, and high level of financial inclusion index incorporates scores from 07 to 10. The Chi-square non-parametric test was performed to assess the statistical significant relationship between the levels of financial inclusion index and respondents demographic and socio-economic variables such as age, the level of education, marital status, present occupation, and the monthly income. The present occupation and the monthly income categorical variables were statistically significant at 5% level. 80 percent of the respondents fall under the levels of low & medium financial inclusion index and remaining 20 percent of the participants fall under the high level of financial inclusion index. To improve the level of Financial Inclusion Index within Hakkipikki tribal community of women. The present study recommends that the concerned policymakers for financial services and development authorities of tribal communities should take necessary initiatives which are in a position to reduce the poverty and societal imbalances of tribal women.</p>2025-10-10T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3775Artificial Intelligence and Smart Workforce Development: A Transformative Approach to Human Resource Management2025-10-11T09:47:32+00:00Megha P. Nanheaa@a.com<p style="text-align: justify; line-height: 115%;"><span style="font-size: 10.0pt; line-height: 115%;">The rise of Artificial Intelligence (AI) has brought a paradigm shift in Human Resource Management (HRM), especially in the sphere of employee development. AI-enabled tools support customized learning journeys, personalized career growth, and data-informed decision-making, ultimately boosting workforce efficiency and engagement. This study examines the transformative influence of AI on employee development, focusing on applications such as smart learning management systems, adaptive training programs, performance analytics, and AI-assisted coaching. Through machine learning models and predictive analytics, AI helps identify skill deficiencies, recommend targeted development initiatives, and ensure continuous upskilling in line with organizational objectives. Moreover, AI enriches the employee journey by enabling tailored career pathways and real-time performance feedback.</span></p> <p style="text-align: justify; line-height: 115%;"><span style="font-size: 10.0pt; line-height: 115%;">The paper also addresses the challenges of adopting AI in HRM, including concerns about data security, ethical dilemmas, and algorithmic bias. It further outlines strategies for embedding AI into employee development frameworks while maintaining equilibrium between technological progress and people-centered practices. Case studies are highlighted where AI adoption has improved talent retention, strengthened learning outcomes, and driven organizational effectiveness.</span></p> <p style="text-align: justify; line-height: 115%;"><span style="font-size: 10.0pt; line-height: 115%;">As businesses increasingly integrate AI-driven HR solutions, a clear understanding of its impact on workforce development becomes vital. This research offers practical insights for HR leaders, policymakers, and scholars, providing an in-depth analysis of AI’s contribution to shaping employee growth in the digital age. By harmonizing AI capabilities with human expertise, organizations can cultivate a flexible and future-ready workforce capable of adapting to evolving business landscapes. The paper concludes with recommendations for advancing AI-powered employee development models that uphold principles of ethics, fairness, and transparency.</span></p>2025-10-11T00:00:00+00:00Copyright (c) 2025 https://eelet.org.uk/index.php/journal/article/view/3776Gamification Strategies in Education, Fitness Apps and Financial Services for Enhancing Customer Engagement2025-10-11T09:49:11+00:00Shital Kene, Sunil Manoharrao Ikharkar, Vipul S Akharea@a.com<p>This paper explores how gamification strategies influence customer engagement in education, fitness applications, and financial services. Gamification uses elements such as points, badges, leader boards, challenges, feedback, and social features to enhance motivation and sustained participation. The study draws on Self-Determination Theory (SDT), Flow Theory, and the Stimulus Organism Response (SOR) framework to explain how gamification mechanics shape behavioural, cognitive, and emotional engagement.</p> <p>A mixed-methods research design is proposed: first, qualitative interviews and focus groups will refine constructs and identify sector-specific features; second, a quantitative survey and behavioural data analysis using Structural Equation Modeling (SEM) will test the relationships among gamification elements, engagement outcomes, and mediating factors such as intrinsic motivation, competence, and social relatedness.</p> <p>The expected contributions include: (1) a cross-sector taxonomy of effective gamification mechanics, (2) empirical evidence on psychological mediators linking gamification and engagement, and (3) managerial guidelines for designing ethical and effective gamified services. This study aims to provide both theoretical insights and practical recommendations for creating meaningful, sustainable engagement in digital services.</p>2025-10-11T00:00:00+00:00Copyright (c) 2025