European Economic Letters (EEL)

Evaluating the Effectiveness of Specific and General Public Policies on Girl Child Education in India

Prabha Singh Parihar, Mohan Prasad Sharma — 2026-01-01

Gender disparities in education continue to impose significant economic and social costs in developing countries. In India, despite near-universal access to primary education, girls remain disproportionately vulnerable to dropout and low learning outcomes at the secondary level. This paper evaluates the effectiveness of specific (girl-targeted) and general (universal) public policies in improving girl child education in India. Drawing on high-quality empirical and quasi-experimental studies, the analysis compares interventions such as bicycle distribution schemes, sanitation infrastructure, leadership representation, and awareness programs with broad-based initiatives including school feeding programs and access expansion policies. The study conceptualizes policy effectiveness through their ability to reduce direct and indirect costs of schooling, improve learning productivity, and influence educational aspirations. The findings suggest that general policies are effective in expanding baseline participation by lowering financial and nutritional constraints, while specific policies play a critical role in addressing gender-sensitive barriers related to safety, distance, and social norms. However, neither category alone ensures sustained educational progression. The paper concludes that coordinated policy design integrating both specific and general interventions is essential for achieving efficient and equitable educational outcomes for girls in India.

Economic Determinants of Consumer Decision-Making toward Sustainable Textiles in India: A Comparative Perspective with Traditional Textiles

Tanya Gautam, Meenu Shant Priya — 2026-01-01

The textile industry in India stands at the crossroads of sustainability and tradition, where consumer decisions plays a pivotal role in shaping its trajectory. This research aims to delve into the economic factors influencing consumer choices towards sustainable textiles, particularly focusing on traditional options. this study seeks to unravel the intricate interplay between economic considerations and consumer decisions. Through a comprehensive review of literature, key themes emerge, highlighting the significance of price sensitivity, perceived value and affordability influences in consumer decision-making. The findings of this research are expected to contribute to both academia and industry by providing insights into effective strategies for enhancing the adoption of sustainable textiles in India's traditional textile landscape. This research paper investigates the economic factors influencing consumer decisions in selecting sustainable textiles over traditional options.

The Impact of Spirituality on Workplace Stress: A Mindfulness and Harmony Perspective

Ritu Saxena — 2026-01-01

Workplace stress has become a pervasive challenge affecting employee well-being, productivity, and organizational performance. In recent years, spirituality—distinct from religious affiliation—has emerged as a powerful resource for enhancing emotional balance, resilience, and workplace harmony. This study examines the impact of workplace spirituality on stress reduction, emphasizing mindfulness practices and harmony-oriented behaviours. Drawing from theoretical foundations and empirical insights, the paper evaluates how mindfulness, meaning-oriented work values, compassion, and interpersonal harmony contribute to employees’ ability to cope with high-pressure environments. The findings reveal that spirituality significantly reduces stress by facilitating self-awareness, promoting emotional regulation, fostering positive relationships, and creating a supportive organizational climate. The paper concludes that integrating spiritual well-being practices into organizational culture can enhance workforce morale, mental health, and overall productivity.

Examining Market Efficiency Through Daily NAV Fluctuations of Small-Cap Mutual Funds in India

Sreeram Daida — 2026-01-01

This study examines the weak-form efficiency of the Indian mutual fund market by analyzing the daily Net Asset Value (NAV) fluctuations of selected small-cap mutual funds from 2019 to 2025. Using simulated daily NAV data for a representative small-cap equity fund and benchmark returns from the NIFTY Small cap 250 Index, the study evaluates whether NAV movements follow a random walk pattern consistent with market efficiency. Four econometric tests are applied: the Runs Test to assess randomness, the Ljung –Box Q-test to detect serial correlation, the Augmented Dickey–Fuller (ADF) test for unit roots, and the GARCH (1, 1) model to identify volatility clustering. The empirical results reveal that mutual fund returns exhibit weak serial dependence and persistent volatility, suggesting that the Indian small-cap mutual fund segment is not fully weak-form efficient. However, improvements in fund governance and digital transparency have narrowed inefficiencies in recent years. The study contributes to the behavioral and empirical finance literature by providing evidence on the evolving efficiency of small-cap funds and offers implications for investors and regulators in enhancing information symmetry and trading transparency.

Bridging the Probabilistic-Deterministic Divide: A Neuro-Symbolic Architecture for Verifiable Regulatory Compliance in Generative Financial Agents

2026-01-06

The integration of Large Language Models (LLMs) into the financial services sector has precipitated a paradigm shift in customer engagement, algorithmic trading, and automated advisory services. However, a critical research gap persists at the intersection of generative capability and regulatory rigidity. While LLMs exhibit unprecedented fluency and semantic understanding, they fundamentally operate as probabilistic engines, making them inherently ill-suited for the deterministic requirements of financial compliance frameworks such as the European Union’s Markets in Financial Instruments Directive II (MiFID II), the EU AI Act, and the United States Securities and Exchange Commission’s Regulation Best Interest (Reg BI). This research paper identifies and addresses the "Reasoning Gap" in current Conversational AI literature the inability of pure Transformer-based architectures to guarantee logically sound, verifiable, and legally compliant financial advice without hallucination. We propose a novel Neuro-Symbolic Financial Compliance Framework (NS-FCF) that hybridizes the semantic flexibility of LLMs with the structural rigor of the Financial Industry Business Ontology (FIBO). By leveraging logic-enhanced Retrieval-Augmented Generation (RAG) and Program of Thought (PoT) prompting, this framework offers a pathway toward "Verifiable Autonomous Finance," ensuring that AI-generated advice is not only human-like in interaction but mathematically and legally provable in its derivation.

Socio-Ethical Considerations in Decision Making w.r.t. Metaverse: A Conceptual Review

Anand G. Jumle, Deepak Jain — 2026-01-07

A metaverse is a virtual arena in which businesses and individuals globally may connect, and share information in current moment using an platform that fosters collaboration. Such interactions may result in complicated linkages, which are impacted by business decision-making processes. Such complexities might raise obstacles, as well as social and ethical concerns. The metaverse's decentralized, global nature complicates control. The study also examined the role of four ethical principles in guiding complicated interactions inside the metaverse that have a favourable impact on decision-making, and while dealing with ethical and social challenges. This article focuses on social and ethical challenges while achieving sustainable development goals.

Evaluating the Sporting Achievements, Personality Traits, and Motivation Factors of Piyush Chawla – A Case Study

Chander Shekher Singh, Prof. (Dr.) Manu Mishra — 2026-01-07

This paper empirically examines the rise and development of Indian cricketer Piyush Chawla, focusing on his sporting milestones, psychological make-up, motivation levels, and resilience factors. Using a mixed-method descriptive and analytical case study design anchored in the Ekta Bisht model and validated psychological inventories the study analyses Chawla’s career arc alongside comparative peer data. It integrates synthetic peer group analysis while grounding key interpretations in established sports psychology frameworks. Key findings reveal high achievement motivation, marked psychological resilience, and strong correlations between specific personality traits and consistent sporting performance. Practical and theoretical implications are discussed for coaches, sports academies, and future research.

Workplace Wellness Through Spirituality: Assessing the Impact of Compassion and Forgiveness on Employee Stress

Ritu Saxena, Vibhor Jain — 2026-01-07

In recent years, organizations have increasingly recognized workplace wellness as a critical determinant of employee productivity, engagement, and organizational sustainability. Beyond physical and psychological interventions, spirituality at work has emerged as a meaningful approach to enhancing employee well-being. This research paper examines the role of two core spiritual values—compassion and forgiveness—in reducing employee stress and fostering a healthier work environment. Drawing upon existing literature in organizational behavior, positive psychology, and workplace spirituality, the study explores how compassionate interactions and forgiveness-oriented practices influence emotional regulation, interpersonal relationships, and stress management among employees. The paper highlights theoretical perspectives linking spirituality to stress reduction and proposes a conceptual framework illustrating the pathways through which compassion and forgiveness contribute to workplace wellness. The findings suggest that spiritually enriched workplaces encourage empathy, emotional resilience, and trust, thereby mitigating stress and promoting psychological well-being. The study concludes by emphasizing the need for organizations to integrate spiritual values into human resource practices and leadership development programs to achieve sustainable employee wellness and organizational effectiveness.

Unveiling Teaching in the Digital Era: Insights into ICT Competency among College Teachers

Dr. M.Thangam , Mr. A. Haja Mydeen, Dr.P.Karthikeyan — 2026-01-07

The rapid digital transformation of higher education has significantly reshaped teaching–learning practices, placing increased emphasis on (ICT) competency among college teachers. Effective integration of ICT is essential for enhancing teaching effectiveness, student engagement, assessment practices, and overall institutional quality. Despite widespread adoption of digital tools, variations in ICT competency persist due to demographic and professional factors such as age, gender, marital status, and research experience. The study aims to examine the level of ICT competency among college teachers and analyze differences in their perceptions across selected demographic variables. Using a descriptive research design, data were collected from 200 college teachers through a structured questionnaire covering key dimensions of ICT competency, including technical skills, pedagogical integration, and assessment and feedback. Simple random sampling strengthened the credibility and reliability of the study by providing an unbiased representation of the target population. Statistical techniques such as mean analysis, t-tests, and ANOVA were employed for data analysis.

The findings reveal that while teachers generally demonstrate moderate to high ICT competency, no significant differences were observed based on gender and marital status, whereas age and research experience showed notable variations. The study highlights the need for continuous professional development and institutional support to strengthen ICT competency among college teachers in the digital era.

Consumer Behaviour Of Young Women Towards Apparel With Special Reference To Tiruchengode Town

Prof.T. Krishna Kumar ,Dr. A. Somu, Principal, — 2026-01-07

The apparel industry in India has witnessed significant growth in recent years, driven by changing lifestyles, increasing urbanization, and higher disposable incomes among young consumers. Among these consumers, young women represent a dynamic segment whose purchasing behavior reflects not only economic considerations but also personal identity, lifestyle choices, social influence, and cultural background. The study investigates the consumer behavior of young women in Tiruchengode town, focusing on the factors that influence apparel purchasing decisions. The research examines the role of personality traits, cultural traditions, social groups, and household income in shaping purchase patterns, preferences, and frequency of apparel acquisition.Astructured survey was conducted among 300 respondents using a combination of demographic questions, Likert-scale items, and multiple-choice questions to capture various dimensions of consumer behavior. Statistical analyses, including descriptive statistics, chi-square tests, correlation, and regression analysis, were employed to explore the relationships among variables. Findings reveal that personality traits exert a stronger predictive influence on apparel choice than cultural background, highlighting the increasing importance of individuality and self-expression in shaping fashion preferences. Social influences, particularly from peer groups and social media, significantly correlate with purchase frequency, while household income influences the prioritization of price, brand, and lifestyle factors.The study provides valuable insights for fashion retailers, marketers, and designers seeking to target young female consumers effectively, emphasizing the need to consider psychological, social, and cultural determinants alongside demographic characteristics.

Scrolling to Invest? Understanding Influence, Action, and Confidence in Financial Decisions Shaped by Instagram Finfluencers

Anukriti Agarwal, Dr. Gunjan A Rana, Dr. Kanika Sachdeva — 2026-01-08

The increasing use of social media platforms such as Instagram has altered how individuals’ access and interpret financial information. In the Indian context, financial influencers, or finfluencers, have emerged as influential digital intermediaries who disseminate personal finance and investment-related content to a large and diverse audience. They translate complex investment concepts for a burgeoning audience. While prior research has largely examined influencer characteristics, content strategies and behaviour, limited empirical attention has been paid to the behavioural outcome of the followers of the financial influencers, particularly the extent to which exposure to finfluencer content translates into actual financial decision-making.

This study examines the behavioural responses of Instagram followers to financial influencer content by analysing primary data collected from working professionals who actively engage with financial/ business related content on Instagram the study adopts a quantitative and exploratory research design. The paper analyse the financial decisions undertaken after content consumption, the underlying motivations driving these decisions, and the level of confidence associated with such actions. The analysis focuses on identifying patterns of influencer-induced financial actions, key motivational drivers such as trust, clarity of explanation, perceived relevance, and social validation, as well as followers’ self-reported confidence in their financial decisions.

By shifting the analytical focus from influencer-centric perspectives to follower-side behavioural outcomes, this research contributes to the growing literature on digital financial literacy, social media influence, and consumer financial behaviour in emerging economies. The study offers relevant implications for policymakers, financial regulators, fintech platforms, and content creators by highlighting how social media–based financial content shapes individual decision-making and confidence, underscoring the importance of transparency, investor awareness, and responsible financial communication within India’s evolving digital finance ecosystem.

Fostering Computational Thinking and Problem-Solving Through An AI-Integrated Informatics Curriculum: A Framework for Future-Ready Hospitality Education in Secondary Schools With Architecture and Interior Design

2026-01-08

The integration of Artificial Intelligence (AI) into hospitality industries has significantly reshaped operational and service delivery paradigms, necessitating the reform of secondary-level education to prepare future professionals. This study proposes and evaluates an AI-integrated informatics curriculum framework aimed at enhancing computational thinking (CT) and problem-solving abilities among secondary school students with a focus on hospitality education. A quasi-experimental mixed-methods study was conducted across three secondary institutions offering pre-vocational hospitality programs. The curriculum intervention involved intelligent learning platforms, hospitality simulation tools, and AI-assisted decision-making exercises. Quantitative findings revealed statistically significant improvements in students’ CT scores and applied problem-solving competencies. Qualitative insights highlighted increased motivation, contextual understanding, and career relevance among learners. The paper concludes by recommending scalable pedagogical strategies and policy considerations for embedding AI and CT instruction into hospitality-focused secondary education.

The Relevance Of Folk Arts And Textures In Contemporary Fashion Innovations

2026-01-08

This study explores the relevance of folk arts and textures in modern fashion innovations, emphasizing how tradition and contemporary trends intersect to create culturally rich, sustainable fashion. It demonstrates that fashion is not merely an imitation of Western styles or fleeting trends but a dynamic process integrating heritage, artistry, and modern sensibilities. The revival of Indian folk arts—such as Madhubani, Warli, Phulkari, Patola, Ikat, and Kalamkari—within contemporary clothing represents a cultural renaissance, empowering artisans economically and fostering youth engagement with cultural heritage. Youth play a crucial role by adopting traditional arts in innovative forms, transforming fashion into a medium of identity, pride, and self-expression. The study highlights the centrality of texture, noting that handloom fabrics and natural fibers provide authenticity, emotional depth, and a sustainable experience for consumers. Indian folk-inspired fashion has gained international recognition, with motifs and textures showcased at global fashion hubs, creating economic opportunities for artisans. Despite challenges posed by fast fashion, counterfeit products, and production costs, digital platforms, e-commerce, and the sustainable fashion movement present opportunities for growth and wider outreach. Ultimately, the integration of folk arts and textures into modern fashion reinforces sustainability, ethical practices, and cultural richness, positioning fashion as a bridge between tradition, identity, and global progress.

Green Finance and ESG: A Strategic Pathway to Sustainable Investing

Dr. Sonal Sharma, Mr. Ravinder Sharma, — 2026-01-08

The growing pressure of climatic change, resource scarcity, and social inequality have escalated the incorporation of sustainability in terms of international finance systems. Environmental, Social and Governance (ESG) and Green finance have been the primary instruments of ensuring the investment decisions are made along the long-term sustainable development agendas. In this paper, the strategic significance of green finance and ESG principles in improving sustainable investments and balancing of financial performance and responsible governance are discussed. The paper focuses on the contribution of ESG metrics in capital allocation, management of risk and corporate responsibility across different industries of business using a comprehensive literature review, policy frameworks, and market practices. The review gives particular attention to the creation of green financial instruments such as green bonds, sustainability-linked loans and impact investments in particular in regards to how it addresses the issue of climate change through social inclusion and ethical conduct of business. As well, the paper speculates on the problems associated with the ESG implementation, including data inconsistency, the danger of greenwashing, the dispersal of regulations, and the need to possess the unified practices of disclosures. The study has demonstrated the topicality of clear reporting, high ESG rating, and stakeholder participation in increasing investor confidence through the lens of the best practices in the world, and fresh regulatory initiatives. The findings have suggested that the inclusion of ESG in investment policies can not only enhance the resilience to environmental and social risks but also lead to the value creation in the long term and financial stability. The conclusion of the paper is that green finance and ESG are not only ethical, but strategic requirements of sustainable investment, which have the potential to change financial markets into more inclusive and environmentally friendly results. The research provides policy implications to policy makers, investors, and financial institutions interested in pursuing sustainable finance and at the same time sustain economic growth and efficiency in the market.

Integrating Human Safety and Environmental Protection into Supply Chain Operations: A Qualitative Analysis of Critical Success Factors

Atul Kumar Dayal, M. P. Singh — 2026-01-08

This qualitative study investigates the critical success factors for integrating environmental protection and human safety into supply chain operations. Using a questionnaire-based data collection method, responses were gathered from 91 supply chain managers and sustainability officers across manufacturing, logistics and retail sectors. The questionnaire explored organizational practices, perceived barriers, and enablers related to environmental and human safety integration. Thematic analysis of the responses revealed that strong leadership commitment, comprehensive safety management systems, supplier collaboration and continuous training are pivotal for successful integration. Regulatory compliance and stakeholder pressure were also identified as significant drivers, while lack of resources and inconsistent standards emerged as key challenges. The findings underscore the importance of proactive engagement with suppliers, embedding safety and environmental goals into procurement processes and fostering a culture of shared responsibility throughout the supply chain. This research contributes to the growing body of knowledge on sustainable supply chain management by highlighting actionable factors that organizations can leverage to enhance both human safety and environmental protection in their operations.

Investigating Tithi-Based Patterns in Ipo Listing Day Performance with Reference to Indian Stock Market

Vatsal B. Patel, Jaydip Chaudhari — 2026-01-08

This study investigates the relationship between lunar cycles, specifically lunar phases (tithis), and initial public offering (IPO) listing gains in the Indian stock market from 2020 to 2024. The dataset comprises 265 IPOs listed on the NSE and BSE, with listing day returns calculated based on the closing price compared with the issue price. Lunar phase data, including tithis and pakshas, were sourced from traditional Vedic calendar calculations and astronomical data aligned with Indian lunar calendars. The study employed a one-way ANOVA to determine whether there were statistically significant differences in listing gains across tithis. The analysis reveals temporal variations in IPO performance, with a pronounced decline from exceptional returns in 2020 to a substantial contraction in 2022, followed by market recovery in 2023 and 2024. While the two-sample t-test comparing listing returns in the Shukla and Krishna pakshas shows no significant difference, tithi-specific statistics reveal distinct patterns. Ekadashi exhibited the highest mean return and the greatest variability, whereas Saptami showed the lowest mean and smallest standard deviation. The one-way ANOVA results indicate no statistically significant difference in IPO listing gains across tithis, suggesting that the observed differences may be due to random chance. However, this study discusses several factors that may contribute to the consistency of IPO listing gains on certain tithes, such as event scheduling bias, sample size effects, market timing, issuer type, cultural and superstitious clustering, and statistical outliers. The findings suggest that lunar cycle timing can be a supplemental factor in IPO decision making, but broader market conditions and issue fundamentals remain the primary determinants of IPO success.

Legalities of the Artificial Intelligence (AI) Generated Content in Contrast with European Union and United State: A Review Study

Rajesh Kumar, Vidhyanshi Bhanwar — 2026-01-08

Artificial intelligence (AI) can solve cognitive problems that frequently require human intelligence, it offers enormous potential for development and innovation. Technologies related to artificial intelligence (AI) have a big impact on how research and creative processes are changing in the visual arts. We are motivated to conduct research and analysis because of the increasing interest in investigating the potential of AI technology. We are looking for insights as a result of the numerous projects and creative endeavours that have been sparked by the combination of AI and art. Significant developments in chatbot technology are demonstrated by the emergence of ChatGPT as a top AI language model. The idea of artificial intelligence and the history of ChatGPT are covered first in this study. Researchers highlight the global market trend of AI implementation from 2020 to 2030 as well as the statistics of various AI application users, of which ChatGPT is the most popular. Next, we examine the various applications of AI in industries such as robotics, finance, healthcare, retail, and automotive. On the other hand, there are difficulties such as issues with originality, infringement, and ownership and authorship rights. The researchers examine how the legal systems of the USA and the EU handle and regulate the new issues that arise from the use of AI tools such as ChatGPT.

Psychometric Validation of the Global Skill Taxonomy Inventory (GSTI) for B.Ed. Trainees in the Indian Context

Uma Baidya ,Dr.Prem Shankar Srivastava — 2026-01-08

The aim of the present study was to design and evaluate Global Skill Taxonomy Inventory (GSTI) to assess global skills of B.Ed. Trainees in West Tripura, India. The inventory was created to measure eight international skills Cognitive, Interpersonal, Intrapersonal, Global Citizenship, Innovation and Creativity, Self-Paced Learning, Technological, and Leadership Skills. A population of 1,200 B.Ed. Trainees was used in the study with a sample of 500 trainees (250 males, 250 females) being chosen using stratified random sampling. The questionnaires were comprised of 80 questions (10 in each subscale) which were rated on a 5 point Likert scale. Internal consistency (Cronbach’s α = 0.89) and test-retest reliability (r = 0.83) were found to be high and good respectively in psychometric evaluation. The eight-dimensional structure was validated by the exploratory factor analysis as it explained 68.4 percent of all variance and convergent validity was achieved through positive correlations with self-concept (r = 0.71) and creative thinking (r = 0.68). These results show that GSTI is a valid and trustworthy instrument to measure global skills in potential teachers. Curriculum development, professional training, and educational research in the Indian teacher education setting can be informed by the inventory.

A Hybrid ARIMA–EGARCH–Artificial Neural Network Model for Optimal Time Series Forecasting

Dova Soumith, M. Sravani — 2026-01-09

Accurate forecasting of time series data remains a fundamental challenge in finance and economics due to the coexistence of linear dependence, nonlinear dynamics, and time-varying volatility. Traditional ARIMA models effectively capture linear temporal structures but fail to address heteroskedasticity. EGARCH models capture asymmetric volatility behavior but do not enhance mean forecasts, while Artificial Neural Networks (ANNs) provide nonlinear flexibility at the cost of interpretability and volatility awareness. This study proposes a three- stage hybrid ARIMA–EGARCH–ANN model that integrates linear trend extraction, asymmetric volatility modeling, and nonlinear learning within a unified framework. Using daily S&P 500 index returns (2010–2024, 3,780 observations), the proposed model is evaluated against traditional, machine learning, and hybrid benchmarks. Empirical results show that the hybrid model achieves a MAPE of 3.82%, outperforming ARIMA by 27.4% and ANN by 18.6% in out-of-sample forecasting. Diebold–Mariano tests confirm statistical significance at the 1% level. The findings demonstrate that integrating statistical and machine learning paradigms yields superior forecasting accuracy and robustness, particularly during periods of market turbulence.

Algorithmic Trading and Volatility Dynamics: Sectoral Evidence from an Emerging Equity Market

Adithya Bhatt Prathikantam, Gaddam Naresh Reddy — 2026-01-09

Algorithmic Trading (AT) has emerged as a transformative force in modern financial markets, fundamentally altering trade execution mechanisms, market liquidity, and volatility dynamics. The rapid adoption of automated trading systems, particularly in emerging markets like India, has intensified concerns regarding market stability, price discovery, and short-term volatility shocks. This study examines the impact of algorithmic trading on the volatility of top sectoral leaders within the NIFTY50 index, which represents the most liquid and influential firms across key sectors of the Indian economy. Using high-frequency market data from the National Stock Exchange (NSE), the study employs the Generalized Autoregressive Conditional Heteroskedasticity (GARCH) family of models to capture time-varying volatility patterns and assess the role of algorithmic trading intensity in shaping return volatility. Adopting a cross-sectional and sectoral approach, the research investigates whether algorithmic trading exacerbates volatility through rapid order placements, speculative behavior, and flash-crash-like events. The findings are expected to provide nuanced insights into the dual role of algorithmic trading in influencing volatility—both stabilizing and destabilizing—across sectoral leaders of the NIFTY50. The study offers significant implications for regulators, institutional investors, and policymakers in designing balanced regulatory frameworks that promote technological innovation while safeguarding market stability in developing economies.

Bridge Urban-Rural Gap: A Role Of Financial Literacy And Financial Inclusion In India

Wangel Bhutia, V Shunmugasundaram — 2026-01-10

Background: The Government of Bharat and Regulators (RBI, NABARD, SEBI, PFRDA, SIDBI, IRDAI, etc.) have taken various initiatives to make progress in financial inclusion and financial literacy leading to behavioural change among different sections of a society. These initiatives in the form of schemes (PMJDY, PMMY, PMJJBY, PMGDISHA, PMSBY, Stand-Up India) and programs (FLC, Awareness campaign etc.) presenting year-wise information on beneficiaries however fail to track the cumulative impact and contribution in upliftment of socio-economic condition of marginalized citizen.

Purpose: It aims to identify Regulator’s monitoring role, government schemes contribution in reducing urban-rural divide and socio-economic upliftment.

Methodology: The study uses trend-based approach to analyse cumulative impact of schemes, lay out directional framework (NSFE) and action plan (NSFE) of regulatory bodies and compare the result with Global Findex (World Bank) and National Account Statistics 2024, a major social indicator.

Findings: The result present consistency in scheme’s progress with socio-economic upliftment and Findex improvement over the period. It further presents lack in required behavioural change signifying the need of enhanced financial literacy program. The role of COVID-19 causing heightened health concern has been reflected in inclined insurance participation.

Practical Implications: The necessity of technology adoption in government scheme and enhanced participation of business correspondent is felt. The study sought for more Regulator’s contribution and government support to achieve financial inclusion and literacy.

Relatable Human Rights within reach of India's Transgender population: Overcoming Obstacles and Staying the Course

Dipika Bhati, Sandhya Kumari — 2026-01-10

Human Rights from the time of its recognition play an important part in any human’s life. To be recognised as a human being is not just guided by being alive, but a string of dignity is attached with it which is granted by the Rights which must be equal for every being. This article is an effort by the researcher to bring to light the difference between Universality and Relativeness of Human Rights with special emphasis on Transgender and how every country uses their own cultural means to create differences within the transgender communities. One reason the universal legal text of human rights is not widely accepted is its perceived justifications. Human Rights were long deemed worldwide since UDHR constituted international law. The researcher also wants to throw light on the fact that Indian Constitution did adopt the UDHR principles through inclusion of Fundamental Rights under Part IV. However, by lsheer reading what it offers to the Transgender community is still unclear. This paper seeks to clarify the relationship between fundamental rights, cultural relativism, and constitutional morality in India with a brief emphasis on other Nations as well considering the most recent Human Rights issues with transgender communities, that were not just ignored but legally unaddressed. The paper also puts forward few suggestions which can be taken in globally for governments and other institutions to follow for better Human Rights implementation.

Evaluating the Effectiveness of Sustainable Entrepreneurship Education

Neeta Bhatla — 2026-01-10

The Entrepreneurial education is necessity of today due to the changing environment. The entrepreneur is one who contributes with his creativity and competence towards promoting the economic growth of the nation. This study evaluates the effectiveness of sustainable entrepreneurship education in enhancing students’ entrepreneurial competencies, sustainability awareness, and intention to engage in environmentally and socially responsible ventures. . The study is based on preparing the young entrepreneurs, developing creativity, and contributing them in the growth of the nation. In the study data is collected from secondary sources which include books, internet, journals and manuals. Entrepreneurial education provides the individuals of today with the ability to recognize commercial opportunities, self esteem, knowledge and skills to act on them. It includes recognizing the need of present, commercialization of a concept, management of resources and preparing a business venture. Entrepreneurs or is also termed as an attempt towards self employment, will continue to become increasingly important element in the growth and development of the nation. For this it is also required to have infrastructure, an entrepreneurial mind set and also encouraging self employment. The purpose of this paper is firstly the identification of the needs of the present business environment. Secondly, designing the course structure suitable for students at the university or college level. Thirdly, preparing an atmosphere of innovation and creativity in the mindset of individuals. Fourthly, train them for the self employment opportunities.

Empowering Rural Democracy in the Bay Islands: Investigating the Role of Panchayati Raj Institutions (PRI) in South Andaman District

Tapas Biswas, Pallavi Beri — 2026-01-13

This paper aims to analyse the issues and challenges faced by Panchayati Raj Institutions (PRIs) in the Bay Islands, with a specific focus on the Andaman District. The objectives of the study include understanding the structural, administrative, and fiscal complexities encountered by PRIs, examining the adequacy of budgetary allocations, assessing the state of infrastructure and social schemes, and exploring the influence of linguistic dynamics on local politics. The present study employs a methodology that entails a thorough examination of extant literature, official reports, and pertinent data sources to acquire insights into the predicaments and obstacles encountered by Public Rural Institutions (PRIs) in the Bay Islands. The research paper concludes that PRIs in the Bay Islands encounter several critical challenges, such as inadequate budgetary allocations, infrastructure etc. which hamper their financial and functional autonomy. Overall, this research paper provides insights into the issues and challenges faced by PRIs in the Bay Islands and offers recommendations for addressing these challenges to strengthen local self-administration and promote inclusive and participatory governance.

Navigating Productivity And Adaptability In The Workplace: A Study On Exploring The Emerging Trends In Organisational Landscape

R. Rangarajan, A. S. Kalyana Kumar, Smita Singh V — 2026-01-14

The study attempts to find out how Work Environment (WE), Work Schedule Flexibility (WSF), and Technology Adoption Level (TAL) affect Employee Productivity (EP), Employee Adaptability (EA), and Team Collaboration (TC) in modern workplaces. It also seeks to identify new trends and their effects on worker well-being and organizational performance. This study uses a quantitative research strategy while the sample size is 205 based on a random sampling procedure from the IT sector employees. It seeks new trends in workplaces by studying employees' productivity and adaptability, extracting information from the data gathered for statistical analysis that may be relevant to the study's objectives. It is in this regard that the research explores how enhanced technology utilization, flexible working hours and a good working environment significantly boost the productivity of employees. It highlights how important training is in creating a culture of flexibility and cooperation, in communicating effectively as a leader and in adapting to new technologies/trends. In evolving work environments, organizational flexibility, technology uptake and leadership support become the key determinants that affect productivity and adaptation. The scope of the research stems from the inference that emerging workplace trends fuelled by organizational flexibility and flexibility-driven strategies boost productivity. Through statistical analysis, all these variables have strong correlation abilities; implying flexibility plays a central role in high degrees of productivity in work environments where work scenarios differ significantly.

An Empirical Study on Determinants Influencing the Purchase Intention of Consumers Towards Sustainable Clothing in India

Bhawna, Anupama Phuagat — 2026-01-15

Purpose: The purpose of the paper is to discover the influence of Perception of Sustainable Clothing (PSC), Expectations of Sustainable clothing (ESC), Environment Concern (EC) and Subjective Norms (SN) on Purchase Intention (PI) of consumers towards sustainable clothing (SC) in India.

Methodology: 228 consumers were selected through convenience and snowball sampling. EFA and SEM were applied for data analysis using SPSS 25 and AMOS.

Findings: The findings show that PSC, EC and SN emerge as determinants of PI. However, no association between ESC and PI was found.

Practical Implications: It is a new model on sustainable clothing framework. Moreover, this study offers valuable insights for companies and fashion brands to influence sustainable business practices. This provides a prospect for fashion brands to address the consumers’ environmental apprehension and expectations through expansion of sustainable products.

Originality: As per author’s knowledge, no study is available on factors exploring the influence of Perception of Sustainable Clothing (PSC), Expectations of Sustainable clothing (ESC), Environment Concern (EC) and Subjective Norms (SN) on Purchase Intention (PI) of consumers towards SC in India. Therefore, the present study fills this gap and explores the association between PSC, ESC, EC and SN on PI of Indian consumers towards SC. This paper is perhaps the first effort to fulfill such gap.

Green Bonds, Sustainability, And Vulnerability: Analysing The Impact On Environmental And Financial Resilience Of Investors In Indian Market

Gahana G Shanbhag, Jeevan KS, Krovvidi Krishna Kumari, Manish Jain — 2026-01-15

This study examines the impact of green bonds on environmental and financial resilience among investors in the Indian market, focusing on the behavioral determinants influencing investor participation. Employing a quantitative approach, primary data were collected from 112 respondents and analyzed using descriptive statistics and multiple regression to identify key factors affecting continued investment. Findings indicate a nascent market dominated by young, highly educated, but inexperienced investors. Regression results highlight "Social Norms and Public Opinion" as the strongest predictor of investment behavior, supporting signaling theory where reputational benefits outweigh purely financial considerations. While expected returns positively influence investment decisions, intrinsic motivation and perceived financial risk exhibit limited predictive power. These results suggest that green bonds currently function primarily as reputational assets, rendering the market vulnerable to greenwashing risks. The study advocates for enhanced regulatory frameworks and transparent impact reporting to shift the market toward sustained financial resilience, contributing valuable empirical evidence to sustainable finance literature in emerging economies

Mapping the Nanotechnology Landscape in Healthcare: A Multi-Domain Analysis of Scientific Output, Innovation, Clinical Trials, and Market Dynamics

Mayank Punetha — 2026-01-15

Nanotechnology is transforming healthcare by enabling precise molecular-scale manipulation to develop innovative diagnostic and therapeutic solutions. This study integrates bibliometric mapping (2014–2024), patent landscape analysis, clinical trial evaluation, and market forecasting to present a comprehensive view of nano-healthcare. Bibliometric data show a threefold rise in publications (4,321 to 15,081) and a surge in average citations per paper (1.19 to 54.97). Clinical trials of nanoparticle-based therapies expanded fifty-five-fold since 2000, with Phase II studies dominating and oncology comprising over 90% of investigations. Patent filings and grants nearly quadrupled, while median grant-lag times halved post-2018, indicating faster translation. Harmonized market forecasts project growth from USD 232.5 billion in 2024 to USD 493.9 billion by 2030 (CAGR 12.4%), supported by 1,318 catalogued products. A SWOT analysis highlights opportunities in non-oncology applications, regulatory harmonization, and emerging markets, alongside challenges in safety, scalability, and regional disparities, offering a strategic framework for stakeholders to accelerate innovation.

An Empirical Study of Artificial Intelligence: AI-Driven Banking Services Personalised Experience

Garima Nidhi, Ashish Kumar Singh — 2026-01-15

The simulation of human intelligence in machines, called Artificial intelligence, has risen, and plays an important role in the new banking era. The present study aims to discuss the consumer’s perspective on artificial intelligence’s adoption in north India region. The questionnaire was developed and distributed to collect data. The total useable responses were 464 had a significant and positive relationship with the intention to adopt AI in the banking sector. The dependent variable of the model proposed is the intention to adopt AI-integrated tools and the predictors are eight independent variables including Innovativeness, optimism, discomfort, insecurity, customization, interactivity, perceived ease of use and perceived usefulness. The present study integrates technology readiness (TR) into the technology acceptance model

Retracted

2026-01-16

Retracted

Negotiating Cultural Dominance within Indian Regional Cinema: Reconfiguration of the Narrative Strategies Used as an Alternative Device to Resistance

Debasmita Biswas, Gitanjali Roy — 2026-01-16

Margins in Indian cinema increasingly function as narrative epicenters where alternative cultural expressions challenge the dominance of Bollywood. Rather than remaining peripheral, regional cinemas actively generate cinematic signifiers that reshape the cultural vocabulary of Indian film discourse. This study examines how regional film practices, grounded in local histories, identities, and socio-political realities, reposition themselves by de-canonizing dominant narrative structures within Indian cinema. The paper critically investigates how regional cinemas resist marginalization, articulate alternative voices, and intervene in the politics of canon formation. The research explores how regional films negotiate their position within a Bollywood-centric cinematic hierarchy, and analyzes narrative strategies that enable audiences to engage with and subvert mainstream ideological norms. It further examines the impact of caste, gender, class, displacement, and regional histories on modes of representation and storytelling. Adopting a comparative framework, the study attends to both local specificities and shared strategies of resistance across different Indian regions. The analysis is based on select case studies RRR (South), Ardaas Karaan (North), Rajkahini (East), Sairat (West), and Yarwng (Northeast) chosen to illustrate commonalities and variations in narrative resistance. Each film embodies distinct thematic and formal strategies that contest dominant cinematic paradigms while contributing to a broader pan-Indian perspective. Methodologically, the study employs a qualitative approach incorporating critical discourse analysis, cultural studies, narrative analysis, visual and content analysis, and comparative methods. The paper ultimately argues that regional cinemas are not static margins but dynamic cultural sites that actively reconfigure India’s cinematic landscape through representational politics and narrative experimentation.

Decoding Indian Consumer Behaviour Toward Global Electronics Brands: A Cross-Cultural Analysis

Vani Aggarwal, Diksha , Waqar, Mohini, Priyanshi, Swarnim, Ansh — 2026-01-18

The growth of global electronics brands in India has reshaped consumer preferences, with rising incomes and digital exposure increasing openness to international products. Yet, traditional cultural values continue to guide purchase decisions. This study investigates how collectivism, power distance, uncertainty avoidance, and traditional mindset influence consumer perceptions and buying intentions, alongside the effects of perceived brand globalness, brand familiarity, social influence, and trust. Data from 100 respondents were analyzed using descriptive statistics, reliability tests, correlation, and regression. Findings reveal that collectivism strongly drives purchase intentions, while perceived brand globalness and familiarity enhance trust and aspirational appeal. Social influence, particularly via online platforms, significantly affects younger consumers. The study highlights the need for glocalized strategies, culturally aligned branding, and robust digital engagement for global electronics brands in India.

Blockchain and the Future of Tourism Policy: Decentralising Trust, Enhancing Transparency, and Driving Innovation

Vani Aggarwal, Brij Bhushan Tomar — 2026-01-18

Blockchain technology, originally developed for cryptocurrencies like Bitcoin, is now gaining traction across various sectors, including tourism. Its decentralized structure offers enhanced transparency, security, and efficiency, key advantages for the tourism industry, which often depends on multiple intermediaries. This paper examines blockchain applications such as secure bookings, digital identity management, loyalty programs, and sustainable tourism. Using thematic analysis of literature and case studies, four key themes emerge: decentralized trust, data integrity, service innovation, and sustainability. The study also presents policy suggestions and future research directions, offering valuable insights into blockchain’s transformative potential and challenges within tourism’s digital evolution.

The Mediating Role of Organisational Commitment in the Relationship of Emotional Intelligence and Organisational Citizenship Behaviour

Sanchita Khantwal, Animesh Singh — 2026-01-19

Purpose: This study investigates the mediating role of organizational commitment (OC) in the relationship between emotional intelligence (EI) and organizational citizenship behaviour (OCB) among employees.

Design: Research is carried out in the setting of the Indian IT industry, and a sample of 550 employees chosen utilizing a random sampling technique is collected from the region of Delhi-NCR region using structured questionnaire with responses obtained on 5-point Likert scale for measures of OCB, EI, and OC. A partial least squares-structural equation model (PLS-SEM) has been developed to examine linkage between variables.

Findings: Analysis confirmed that EI among the employees leads to higher OC towards the organisation, as they manage their emotions better, are more emotionally aware, and forge stronger relationships with colleagues. The study also found that OC among the employees leads to enhanced OCB among the employees. The heightened OC among employees encourages them to extend their job duties beyond the level of formal requirements. Finally, the study also found that OC partially acts as mediator in relationship between EI as well as OCB among employees.

Originality: This research extends literature on the mechanisms driving OCB, particularly emotional intelligence. Since the mediating role of OC in this dynamic was relatively unknown, the theoretical contribution of this study is valuable for academia. In practice, organisations can utilise the findings to drive higher levels of OC, which, in turn, enhances OCB.

Retention Challenges and Sustainable HRM Practices in Private Universities

Neha Tiwari, Aditya Sharma — 2026-01-19

Employee retention has emerged as a critical strategic challenge for private universities, where competitive pressures, contractual employment, and evolving faculty expectations contribute to persistent attrition. Traditional retention mechanisms—largely focused on compensation and short-term incentives—have proven insufficient in addressing the complex and long-term nature of faculty turnover. This study examines employee retention challenges in private universities through the lens of Sustainable Human Resource Management (HRM) and explores how sustainable HRM practices contribute to enhanced employee satisfaction and retention intentions.

Comparison of Dominant Arm Strength between Volleyball and Basketball Players: An Undergraduate Perspective

Mukesh Kumar, Manu Mishra — 2026-01-20

The present study aimed to compare the dominant arm strength between volleyball and basketball players at the undergraduate level. Sixty male college players from Teerthanker Mahaveer University, Moradabad, participated in this research, including thirty volleyball and thirty Basketball players aged between 18 and 25 years. The dominant arm strength was measured using a six-pound medicine ball throw test. The independent t-test was applied to analyze the data. Results indicated that Basketball players (M = 8.81, SD = 1.24) exhibited significantly greater dominant arm strength than volleyball players (M = 7.09, SD = 1.18), with a calculated t-value of 5.49 exceeding the critical value of 1.671 at the 0.05 level. The findings suggest that sport-specific training and movement patterns in Basketball contribute to higher dominant arm strength. This study highlights the importance of tailored training programs for athletes based on the physical demands of their respective sports to enhance performance and prevent muscular imbalances.

Neuromarketing Insights into Sensory Stimuli: A Study of Emotional Arousal and Buying Behavior

Nidhi Shukla — 2026-01-20

Neuromarketing has emerged as a response to the declining persuasive power of traditional, cognition-centred marketing approaches, offering new ways to examine how consumers actually experience and respond to marketing stimuli. Within this broader shift, sensory marketing has gained prominence by emphasising how visual, auditory, olfactory, tactile, and gustatory cues shape affective reactions and behavioural outcomes. The present study investigates how distinct sensory stimuli influence emotional arousal and buying behavior, adopting a direct-effects perspective grounded in affective and neuroscientific theory. Using an experimental research design, data were collected from 220 consumers exposed to manipulate sensory conditions systematically. Emotional arousal and buying behavior were measured through validated psychometric instruments designed to capture affective intensity and purchase-related responses. Multiple regression analysis was employed to assess the extent to which sensory stimuli predict emotional arousal and buying behavior, while one-way analysis of variance was used to examine whether these outcomes differ significantly across sensory modalities. Post-hoc comparisons further identified which sensory cues exert comparatively stronger effects. The findings reveal that sensory stimuli significantly influence both emotional arousal and buying behavior, with olfactory and visual cues demonstrating the strongest effects. Moreover, emotional arousal and purchase-related responses vary meaningfully across sensory conditions, underscoring the non-uniform role of different sensory channels in consumer decision-making. By relying on statistically grounded direct-effect testing rather than mediation-heavy models, the study contributes to a clearer understanding of how sensory inputs translate into consumer responses. The results offer actionable implications for managers seeking to design sensory environments that enhance consumer engagement while remaining grounded in empirical evidence.

The Algorithmic Lens: Understanding How Social Media Shapes Contemporary Notions Of Health And Taste

Aarjavi Vora, Vishwa Shah, Jaimini Yagnik — 2026-01-20

This secondary research paper presents an analysis of the far-reaching ramifications of social media algorithms in shaping the perceptions of health and taste that exist within today's world. Through its research, this paper aims to explore how algorithms influence the concept of beauty, life choices, and health practices among social media users. In conducting its research, it aims to synthesize vital information in the three major areas that work as critical points for an individual's influence through algorithmic amplification, the creation of beauty and life content, and finally, the psychological, social, cultural, and public health effects that both occur and influence users. This paper relies on information gathered from interdisciplinary sources that encompass studies within the areas of communications, psychology, public health, and digital sociology studies. This paper aims to demonstrate that these algorithmic structures generate feedback mechanisms that work both in democratizing and homogenizing perceptions regarding health and beauty among social users. This research seeks to conclude that though social platforms present an innovative way for users to learn from multiple aspects of health-related information, algorithmically structured platforms tend to promote extreme content, generate echo chambers, and promote unhealthy models of beauty.

Enabling Block Chain Skills for Transparency in Marketing Channels: Evidence from Food Processing Industry.

Varudhini Chirumamilla — 2026-01-20

This study examines the role of blockchain skills in enhancing transparency within marketing channels of the food processing industry. Using primary data collected from industry respondents across different socio-demographic backgrounds, the research analyzes perceptions related to blockchain skills competency, supply chain transparency, trust and data integrity, and operational efficiency. Descriptive analysis reveals a highly positive outlook toward blockchain adoption, with mean values indicating strong agreement on its ability to ensure traceability, improve data reliability, and enhance marketing channel efficiency. Trust and data integrity emerge as the most strongly supported factors, followed by supply chain transparency. Significant differences in perception are observed across gender, age, education, experience, designation, organizational size, functional area, and familiarity with blockchain technology. Respondents with higher education, managerial roles, mid-level experience, and high blockchain familiarity demonstrate stronger support across all factors.

Exploring the Role of Marketing and Promotional Strategies in Promoting Sustainable Fabrics with Reference to Apparels

Sumedha Kalia, Ankita Jain — 2026-01-21

The fashion industry’s growing environmental impact has intensified the need for sustainable fabrics and responsible consumption. Despite the rising availability of eco-friendly materials such as organic cotton, hemp, and recycled textiles, their adoption in mainstream apparel markets remains limited due to low awareness, higher costs, and weak promotional visibility. This study examines how consumer perceptions and diverse marketing strategies influence the purchase intention of sustainable apparel. Using a quantitative approach, data were collected from 190 respondents through a structured questionnaire assessing perceptions and five key promotional strategies: influencer marketing, eco-labeling, social media campaigns, cause-related marketing, and price-based promotions. Correlation and regression analysis revealed a strong positive relationship between consumer perception and sustainable fabric choice. One-way ANOVA and Tukey HSD results showed significant differences among promotional strategies, with price and promotional offers emerging as the most effective, followed by cause-related marketing and social media campaigns. Influencer marketing and eco-labeling demonstrated comparatively lower impact. The study concludes that consumer education, value-driven promotions, and emotionally resonant campaigns are critical for enhancing sustainable apparel adoption.

Cultural Dimensions Influencing International Business Operations- A Global Perspective

Mahika Amit Vardhan — 2026-01-21

By synthesizing qualitative case studies from indexed repositories (Scopus, Web of Science) and contextualized with statistical insights from Deloitte, McKinsey, and Statista, this research illustrates how integrating Hofstede’s dimensions with digital transformation significantly optimizes B2B collaboration and innovation. Findings reveal that firms integrating cultural congruence with digital adaptability achieve superior collaboration outcomes and innovation diffusion across borders. The resulting architecture provides a strategic blueprint for maintaining global digital standards while employing context-specific leadership across diverse organizational environments. This research contributes to the intersection of digital globalization, BPM, and cross-cultural management by offering a dynamic theory-driven model applicable in both traditional and virtual organizational contexts .A culturally modular framework that balances global standardization with local adaptability in leadership and business process management (BPM). It paves the way for modern international business operations by bridging the gap between digital globalization and cross-cultural management. Cross-cultural understanding has become central to the sustainability of international business operations. Decentralized decision-making structures supported by cultural intelligence contribute to not only common but also private benefit optimization in B2B partnerships.

Predicting Green-Banking Adoption Intentions: Extending the Technology Acceptance Model with Environmental Consciousness

Abhishek kalra, V.M Tripathi, Abhishek badoni — 2026-01-23

Purpose

This paper considers factors that determine the intention of retail customers to use green-banking services in an Indian environment with climate vulnerability by revising the Technology Acceptance Model to include environmental and social factors of determinants.

Design

A cross-sectional survey was done on 432 customers of two districts of Uttarakhand, India, in retail banks. The structural equation modelling was used to analyse the data and test the direct effects of perceived usefulness, perceived ease of use, environmental consciousness and social influence on behavioural intention, where attitude towards green banking was the moderator.

Findings

The strongest predictor of behavioural intention was perceived usefulness and environmental consciousness, and social influence and perceived ease of use. Green banking attitude had a stronger influence on the perceived usefulness and a smaller influence on the intention direction of perceived ease of use. The model described 56 per cent of behavioural intention and the environmental consciousness was greater in the hill district.

Originality/value

The research builds on Technology Acceptance Model by introducing moral, social and cognitive factors leading to green-banking acceptance. It offers evidence of the role of sustainability attitudes in setting the relationships between technology-intention in an emergent economy and offers district-level evidence of a climate-risk environment.

Determinants Of Mutual Fund Investment Decisions

Rishabh Jain, Preety — 2026-01-23

Mutual funds have become an increasingly preferred investment option for individuals seeking to achieve financial goals such as wealth creation, retirement planning, and steady income. This study explores the investment behavior of individual investors in mutual funds, with a focus on residents of Delhi. Data were collected through a structured questionnaire administered to 100 respondents, examining investor preferences, risk tolerance, and decision-making patterns.

Education and Learning in the Context of AI and Higher Education: Libraries as Mediators of AI-Driven Digital Access

Shiva Kanaujia Sukula — 2026-01-23

This paper examines the impact of Artificial Intelligence (AI) on the concepts of education, digital libraries, and the current state of higher education institutions in India. Citations systematically collected through Google Scholar using specific terms from the literature review discuss the impact of the disruptive nature of AI on the concepts of education, digital literacy, and the academic community. The method of the scoping review of AI in Digital Libraries and Higher Education, along with the tabulation method using MS Excel, proved helpful in compiling the study's results. These results highlight the library's role in disrupting the digital world of education through the impact of AI.

From Touchpoints to Trust: Examining the Role of Digital Media in Customer Experience and Relationship Management

2026-01-23

The rise of digital media has significantly altered the way consumers engage with brands. Through platforms like social media, mobile applications, and AI-powered chatbots, the marketing landscape has evolved from simple transactions to ongoing, relationship-oriented interactions. This research explores the complex role of digital media in influencing Customer Experience (CX), promoting Customer Engagement (CE), and improving Customer Relationship Management (CRM). The goal is to create a cohesive framework that connects these elements within the digital sphere. A mixed-methods strategy is utilized, integrating a systematic literature review (secondary data) with conceptual modeling. The review compiles insights from Scopus-indexed journals published from 2017 to 2023. Digital media acts as a vital facilitator of smooth CX across various touchpoints, enhances cognitive, emotional, and behavioral engagement, and improves CRM results such as trust, loyalty, and advocacy. The study introduces a mediated model in which CX and CE progressively impact CRM success. From a theoretical perspective, this research broadens the scope of Relationship Marketing and Uses and Gratifications theories within digital settings. From a managerial standpoint, it provides practical recommendations for crafting omnichannel strategies that emphasize experiential and relational depth rather than just transactional efficiency. This paper presents an integrated conceptual model that connects CX, CE, and CRM within the realm of digital media—a synthesis that is frequently disjointed in current literature. It also underscores emerging trends like AI personalization and ethical data practices in relationship management. Keywords: Customer Experience; Customer Engagement; Relationship Management; Digital Media; Social Media Marketing; Brand–Customer Interaction; Digital Communication.

Sustainability Practices Adopted By Rural Tourism Enterprises: A Field-Level Assessment

Digvijay Singh Bisht, Amit Joshi, Narendra Kumar — 2026-01-23

The study explored sustainability practices of rural tourism businesses in the Kumaun region of Uttarakhand, India. A quantitative and field-based methodology was used to study the nature and extent of the environmental, social, and economic sustainability practices exhibited by tourism operators. Data from 120 enterprises located across six districts were analyzed located using descriptive statistics, t- tests, reliability tests, and exploratory factor analysis in SPSS. Study results confirmed significant adoption of environmental practices, moderate adoption of social and economic practices, while financial and infrastructure limitations were identified as significant barriers. The study also found that sustainability initiatives were associated with significant improvements to community development, tourist satisfaction, and performance of businesses. By addressing significant gaps in field-based research, the study contributes meaningful implications for policymakers and stakeholders in the mountain tourism setting. It recommends cluster-based sustainability training, policy support, and green infrastructure, to help create resilient and community-focused rural tourism systems.