International Journal on Research and Development - A Management Review
type: channel
publisher: Mathematical Research Institute India
language: en-US
publication name: International Journal on Research and Development - A Management Review
issn: 2319-5479
items: Impact of Digital Wallets and UPI Payments on Consumer Spending Habits
items: Cognitive Offloading in the AI Age: A Psychological Study of Mental Laziness Among Gen Z Employees
items: Digital India and the Decline of Cash: Study of Urban Payment Habits
items: Screen Time Patterns Among Generation Z And Their Consequences on Academic, Social, And Personal Productivity: An Empirical Investigation
items: Study the Impact of Short-Form Video Content on Attention Span of GenZ
items: The Impact of Electronic Payments on Consumer Behavior
items: The Use of AI Chatbots in Enhancing Customer Service and Satisfaction
items: Green Marketing in The Digital Era
items: Impact of Flexible Work Hours on the Productivity of the Employees
items: An Evaluation of Herd Behaviour in Investment Decisions
items: Impact Of Influencer Marketing on Gen-Z Purchase Decision
items: Integrating Blockchain and Artificial Intelligence to Counter Greenwashing in ESG Investing: A Framework with Special Reference to India
items: Investor Attitudes Toward Green and ESG Mutual Funds in India
items: Understanding the Motivational Factors Influencing Ambition among Generation Z
items: Consumer Insights on Sustainable Fashion: A Study of Young Consumers in Pune
items: Eco-Friendly Lifestyle: A Study on Adoption and Consumer Attitudes for Various Age Groups
items: From Red Carpets to Reels: The Changing Game of Brand Endorsements
items: Impact of Non-Performing Assets on Financial Stability: Evidence from the Indian Banking Sector
items: The Role of Social Media in Influencing Investment Decisions
items: Study Of Behavioural Finance on Investment Decision of Mutual Fund
items: Critical Analysis of Adaption of AI in Employee Recruitment process: Benefits, Challenges, and Ethical Concerns
items: Ghosting by Candidates and New Hires: Causes, Impacts and Strategies for Modern Recruitment
items: Gig Economy, The Future of India!
items: India’s Economic Recovery Post-COVID-19: From Negative GDP Growth in 2020 to the World’s 3rd Largest Economy by 2045
items: UPI Performance and Its Impact on Individual Pending
items: A Comparative Analysis of UPI Adoption in India: Evaluating Trust, Preference, and Usage Patterns in Rural versus Urban Demographics
items: An Empirical Study on the influence of Social Media Marketing on Consumer Purchase Behavior in Online Skincare Shopping
items: Brand Perception of Prominent Heavy Bikes in India
items: Consumer Preference Towards Organic Products
items: From Pause to Progress: A Study on Women’s Workforce Reintegration in Pune’s IT Sector
items: Skills Vs. Degrees in Recruitment: An Empirical Analysis of Employer Hiring Preferences in the Indian Job Market
items: Understanding Audience Trust and Branding in the Success of Content-Creator Startups in India
items: A Study on Employee Mental Health Initiatives in Corporate and Their Perception and Impact on The Employees
items: A Study on the Assessment of Credit Policy for Business Loans and Working Capital Management
items: A Study on Quick Commerce in India: Growth, Challenges, and Economic Contribution
items: A Study on the Saving and Investment Patterns of College Students and Young Employees
items: Banking and Modern Trends: A Study of Digital Transformation and Emerging Technologies in the Indian Banking Sector
items: Comprehensive Evaluation of Sustainable Financial Strategies & Their Impact on The Profitability & Long-Term Flexibility of SMEs
items: Instagram-Based Social Media Marketing and Its Influence on the Purchase Intention of Generation Z: A Study on Mamaearth Skincare Products
items: A Comparative Study of Risk Appetite and Investment Styles Across Different Generations
items: A Study of Investor Satisfaction with Stock Market Mobile Apps
items: Understanding the Impact of Artificial Intelligence (AI) on Consumer Buying Behavior
items: UPI and Financial Inclusion: A Study of Usage in Semi-Urban and Rural India
items: Work Culture and Quiet Quitting: Exploring the Link
items: The Impact of Job Satisfaction, Compensation, and Work Environment on Employee Attrition: An Empirical Study Using HR Analytics
items: A Study of Behavioural Finance on Investment Decision of Mutual Fund
items: An Analysis of Purchase Behaviour of Consumers Buying Branded Shoes in Pune
items: A Study on E-Commerce Chatbot Security, Memory Performance, and Complex Query Handling for Consumer Satisfaction
items: Effects on Consumer Buying Behaviour with Respect to Packaging of the Product
items: Impact Of Digital Marketing on Booking Preference of Consumer in Choosing Travel Destination
items: Viral Marketing: An Infancy Analysis of New Products
items: Influencer Marketing vs. Celebrity Endorsements: A Comparative Study on Consumer Behaviour in the Digital Era
items: Artificial Intelligence as a Predictor of Consumer Purchase Behaviour: Empirical Evidence from Urban Indian Digital Consumers
items: Burnout Awareness in the New Workforce: The Role of Workplace Culture and HR Intervention
items: COVID-19 and the Acceleration of Cashless Payments
items: Influencer Marketing vs. Celebrity Endorsements: A Comparative Study on Consumer Behavior in the Digital Era
items: Market Competition in India's SUV Sector: Trends and Consumer Preferences
items: Impact Of Viral Marketing on Brand Awareness
items: The Treaty of Amritsar (1809): A Turning Point in the Reign of Maharaja Ranjit Singh and British-Sikh Relations
items: Digital Learning Platforms and Student Engagement: A Conceptual Study in Higher Education
items: Transforming Student Education Through Digital Teaching Platforms: A Conceptual Perspective
items: From Awareness to Action in Industry 5.0: A Qualitative Case-Based Study on the Influence of POSH Training on Workplace Behaviour
items: The Impact of Influencer Marketing Strategies on Consumer Buying Behaviour
items: Education 6.0: A Human-AI Co-Creation Framework for Future Higher Education
items: Advancing Financial Inclusion Through Emerging Digital Technologies: A Conceptual Study
items: Impact of Stress, Anxiety, and Self-Confidence on Sports Performance: An Empirical Study
items: Digital Transformation of MSMEs: Driving Innovation, Enhancing Competitiveness, and Advancing Inclusive Economic Development- A Conceptual Study
items: Viksit Bharat 2047 Initiatives and the Transformative Role of Libraries: An Analytical Study of Amrit Peedhi, PM eVIDYA, SWAYAM, SWAYAM PRABHA, SIDH, DIKSHA, PMKVY 4.0 and PM-SETU
items: Speed Ability as A Key Determinant of Performance in Cricket and Hockey

Impact of Digital Wallets and UPI Payments on Consumer Spending Habits
type: item
description: Background: India's digital payments landscape has undergone a dramatic shift following the large-scale rollout of the Unified Payments Interface (UPI) and mobile wallet platforms. As cashless transactions become embedded in everyday consumer routines, understanding their behavioural and financial consequences has become central to research in consumer behaviour and fintech policy. Objective: This study explores how adoption of digital wallets and UPI influences spending frequency, impulsive buying, financial management practices, and user satisfaction levels among Indian consumers. Methodology: A quantitative, survey-based design was used. Structured questionnaires were administered via Google Forms to 120 respondents drawn from varied demographic backgrounds across India. Descriptive statistics, Chi-Square tests, and One-Way ANOVA were applied for data analysis. Key Findings: More than half (52.5%) of respondents noted higher spending frequency after adopting digital payments. Around 57.5% felt these platforms make impulsive purchases easier. Google Pay emerged as the dominant platform (24.2%). A sizeable 61.7% had faced at least one security or technical concern, and nearly half (49.1%) expressed overall dissatisfaction with existing platforms. Conclusion: Digital payment platforms have materially altered consumer spending patterns by increasing transaction convenience and lowering the psychological cost of spending. However, their effect on financial discipline is largely contingent on individual literacy and self-regulatory capacity. Practical implications are drawn for fintech companies, regulatory bodies, and end-users.
creator: Aarchana Patil
creator: Aarti Deshpande
creator: Yash Chauhan
creator: Arya Hulawale
creator: Imran Shaikh
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-05-29
publication date: 2026-05-29
volume: 15
number: 2
starting page: 1
ending page: 9
doi: 10.65521/ijrdmr.v15i2.3207

Cognitive Offloading in the AI Age: A Psychological Study of Mental Laziness Among Gen Z Employees
type: item
description: Rising of Artificial Intelligence into workplaces has changed the ways in which tasks are performed, decisions made, and knowledge processed. Despite making tasks more efficient and convenient to perform, this technology causes another psychological issue termed cognitive offloading, which implies the requirement for external devices to ease mental workload. This paper investigates the association between cognitive offloading and mental laziness among Generation Z employees. By employing the descriptive and analytical approaches, main data which primary data was collected from 103 participants by using structured questionnaire google form. The aspects of using AI technology, independent problem-solving abilities, concentration levels, and perception of cognitive shifts have been studied. It is evident that most participants actively use AI, and nearly 70% report that at times they have become mentally lazy due to AI technology. In addition, lower mental efforts, lower attention span, and lower motivation to think independently have been identified. If we look at other side, some participants have shown signs of being aware of and regulating their use of technology. This research or study concludes that although using AI increases productivity immensely, too much dependency may lead to negative outcomes in terms of cognitive activity. Therefore, HR measures, such as AI technology education, should be recommended.
creator: Aarchana Patil
creator: Shraddha Shinde
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-05-29
publication date: 2026-05-29
volume: 15
number: 2
starting page: 10
ending page: 17
doi: 10.65521/ijrdmr.v15i2.3208

Digital India and the Decline of Cash: Study of Urban Payment Habits
type: item
description: The "Digital India" initiative has catalyzed a significant transformation in India’s financial ecosystem, shifting urban populations from a traditional "cash-loving" culture toward digital alternatives. The main aim or objective of this paper is to know and understand changing payment habits among urban consumers, specifically examining the drivers of digital adoption and the factors sustaining continued cash usage. For this paper descriptive research design was used by us, primary data was collected with the help of structured questionnaire form where responses were collected from a convenience sample of 100 urban respondents in Pune, supplemented by secondary data from the RBI and NPCI. Key findings reveal a dominant shift: 65% of respondents "always" use digital payments, with UPI being the preferred method for 92% of users due to its speed and convenience. However, a "cash-light" reality persists, as 43% still use cash "sometimes" due to cybersecurity fears, digital illiteracy, or merchant non-acceptance. All these results shows that while India is modernizing rapidly; further efforts in security infrastructure and mostly in digital payment literacy is need of an hour for a fully inclusive digital economy.
creator: Aarchana H. Patil
creator: Mona Salpe
creator: Shraddha Shinde
creator: Shantanu Satav
creator: Narhari Shinde
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-05-29
publication date: 2026-05-29
volume: 15
number: 2
starting page: 18
ending page: 25
doi: 10.65521/ijrdmr.v15i2.3209

Screen Time Patterns Among Generation Z And Their Consequences on Academic, Social, And Personal Productivity: An Empirical Investigation
type: item
description: The accelerating pace of digitalisation and the widespread adoption of social media have collectively reshaped the lifestyles, learning behaviours, and interpersonal habits of Generation Z. Mobile devices and online platforms now constitute an indispensable component of everyday existence for this cohort, facilitating entertainment, peer communication, and knowledge access. Yet, prolonged engagement with digital screens has attracted growing scholarly and public concern regarding its downstream effects on academic output, quality of social bonds, and subjective well-being. This investigation seeks to systematically map the screen time patterns of Gen Z individuals and assess how high levels of device engagement alter academic performance, relational dynamics, and overall personal productivity. Employing a descriptive-quantitative framework, primary data were gathered via a structured questionnaire administered to 152 Gen Z respondents selected through convenience sampling. Descriptive statistics were computed using Microsoft Excel. Results show that the single largest group of respondents devotes between two and four hours each day to digital devices, with mobile phones constituting the dominant device of choice. A notable share of participants perceive excessive screen engagement as detrimental to their focus and output, whereas moderate usage was viewed as beneficial for connectivity and information access. The paper underscores the necessity of cultivating intentional digital habits and promoting well-being-oriented technology practices within this generation.
creator: Aarchana Patil
creator: Yash Chauhan
creator: Arya Hulawale
creator: Akshada Chavan
creator: Janhavi Shinde
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-05-29
publication date: 2026-05-29
volume: 15
number: 2
starting page: 26
ending page: 32
doi: 10.65521/ijrdmr.v15i2.3210

Study the Impact of Short-Form Video Content on Attention Span of GenZ
type: item
description: Concerns over their possible effects on attention span and cognitive focus have been raised by the quick emergence of short-form video platforms, which have drastically changed digital media consumption, particularly among Generation Z. The purpose of this study is to investigate how Gen Z users' attention spans are affected by short-form video material and to assess the connection between platform usage, focus, and user perception. Using a convenience sample technique, 110 Gen Z respondents in Pune between the ages of 18 and 25 completed a structured questionnaire as part of a descriptive and quantitative study design. The results were then analyzed using statistical methods such as regression analysis and correlation. The findings reveal that Instagram Reels is the most preferred platform, with the majority of users spending 30–60 minutes daily on short-form content, and a significant proportion reporting reduced ability to concentrate on long tasks and a perceived decline in attention span; statistical results further confirm a positive relationship between short-form video usage and reduced attention span. The study also shows that even while users are aware of detrimental cognitive effects, they still interact with the content because it is interesting and imaginative. These findings suggest the need for balanced digital consumption and increased awareness of digital well-being, offering valuable insights for educators, researchers, and policymakers concerned with cognitive health and productivity among young individuals.
creator: Aarchana Patil
creator: Jidnyesh Chaudhari
creator: Prathamesh Kulkarni
creator: Urmila Sapkale
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-05-29
publication date: 2026-05-29
volume: 15
number: 2
starting page: 33
ending page: 39
doi: 10.65521/ijrdmr.v15i2.3211

The Impact of Electronic Payments on Consumer Behavior
type: item
description: Cashless payment systems have emerged as a important element of the modern financial ecosystem, transforming How customers conduct transactions in both online and offline markets. With the rapid adoption of UPI, mobile wallets, debit and credit cards, and internet banking, consumers have shifted significantly from cash payments to digital methods. The study explores how electronic payments on consumer behaviour, particularly focusing on spending habits, convenience, purchase decisions, and financial control. Responses were collected from 105 respondents through a structured questionnaire shows that online payments are highly preferred due to speed, accessibility, convenience, and promotional benefits such as cashback and discounts. However, results also reveal that electronic payments encourage impulsive buying and increase transaction frequency due to the reduced psychological ‘pain of paying’. Security concerns, fraud risk, and technical transaction failures remain significant barriers to complete consumer trust. The study concludes that e-payments have substantially influenced consumer spending patterns and financial behaviour, highlighting the need for responsible digital spending practices and stronger cybersecurity measures.
creator: Aarchana Patil
creator: Shruti Shinde
creator: Priya Maske
creator: Ujwal Modak
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-05-29
publication date: 2026-05-29
volume: 15
number: 2
starting page: 40
ending page: 43
doi: 10.65521/ijrdmr.v15i2.3213

The Use of AI Chatbots in Enhancing Customer Service and Satisfaction
type: item
description: AI chatbots have recently become an important part of modern customer service because they can offer quick, personalized and round-the-clock support with the help of artificial intelligence. Using technologies such as natural language processing and machine learning, these systems are able to understand customer queries and provide appropriate responses, which helps organizations save time, effort and cost. Businesses from different sectors, including e-commerce, banking, healthcare and telecommunications, now use chatbots to provide fast replies, maintain consistent service quality and tailor interactions based on data collected from users during previous conversations. At the same time, chatbots still have limitations, especially when they face complex or emotionally sensitive issues that require human judgment and empathy. Because of this, many companies combine chatbots with human agents to maintain a high level of service. Overall, AI chatbots have become a key element in current customer service innovations by improving efficiency and contributing to a better customer experience. With further development in artificial intelligence, these tools are expected to become even more accurate, user-friendly and effective in the future.
creator: Aarchana Patil
creator: Omkar Mangale
creator: Siddhika Shirname
creator: Divya Mang
creator: Vaishnavi Medhe
creator: Girija Samleti
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-05-29
publication date: 2026-05-29
volume: 15
number: 2
starting page: 44
ending page: 49
doi: 10.65521/ijrdmr.v15i2.3214

Green Marketing in The Digital Era
type: item
description: Environmentally conscious consumerism has elevated green marketing into a strategic priority for organisations worldwide. As consumers grow increasingly informed about ecological challenges, the corporate sector has rapidly embraced digital channels — ranging from social networking sites to influencer-led campaigns — as vehicles for communicating sustainability commitments and promoting environment-friendly offerings. This research investigates the extent to which digital marketing channels shape consumer knowledge and purchasing intentions with respect to eco-conscious products. Primary data were gathered from 153 respondents via a structured survey instrument. Key outcomes revealed that approximately 79% of participants demonstrated awareness of green marketing concepts, with 72% affirming its relevance. Social media platforms emerged as the most influential channel, cited by 54% of respondents, while influencer marketing accounted for 25%. Furthermore, 63% of surveyed individuals reported making eco-friendly purchases directly attributed to digital marketing campaigns. Persistent barriers were also identified: prohibitive product pricing (44%), insufficient public awareness (32%), and credibility concerns (24%). A Chi-square statistical test confirmed a statistically meaningful relationship between digital marketing exposure and eco-friendly purchase behaviour. The study concludes that strategically executed, transparent, and cost-sensitive digital marketing initiatives are instrumental in fostering sustainable consumer practices and advancing green business objectives.
creator: Ashwini Chavan
creator: Vinanti Suresh More
creator: Srujankumar Jitendra Murgulwar
creator: Rajesh Madhav Musale
creator: Tanuja Rohidas Padhar
creator: Shreeram Mangeshrao Naigaonkar
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-05-29
publication date: 2026-05-29
volume: 15
number: 2
starting page: 50
ending page: 55
doi: 10.65521/ijrdmr.v15i2.3215

Impact of Flexible Work Hours on the Productivity of the Employees
type: item
description: The modern workplace practices have evolved and significantly transformed with the emergence and acceptance of flexible work arrangements. Among these changes, flexibility in working hours has become particularly important for Generation Z employees, who prefer autonomy, work-life balance, willingness and the competency to manage their own schedules. This study examines and analyses the impact of flexible working hours on the productivity and efficiency of Generation Z employees, with productivity being defined through energy levels and focus rather than only traditional output measures. The fundamental objective of this research is to analyse how time flexibility influences the energy, concentration, and overall work performance of younger workforce. This research also explores the function of Goal-Setting Theory in explaining how employees maintain productivity when the employees are permitted to choose their own working hours as per their convenience. The research adopts a quantitative and descriptive research design. Primary data were collected using a structured questionnaire administered through Google Forms to gather responses from participants. A total of 131 respondents belonging to Generation Z participated in the survey. The questionnaire included Likert scale and close-ended questions measuring flexible work hours, goal-setting behaviour, and productivity indicators such as energy and focus. The findings indicate that flexible work hours positively influence the productivity of young employees by allowing them to work during their personal high-energy periods. However, flexibility is most effective when supported by clear goals and structured guidance from managers. Employees who regularly set personal goals reported higher levels of motivation, focus, and work engagement. This research concludes with the suggestion that flexible working hours can significantly enhance the outcomes of Gen Z employees when organizations balance autonomy with clear expecta…
creator: Ashwini Chavan
creator: Kalyani Nankar
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-05-29
publication date: 2026-05-29
volume: 15
number: 2
starting page: 56
ending page: 63
doi: 10.65521/ijrdmr.v15i2.3216

An Evaluation of Herd Behaviour in Investment Decisions
type: item
description: This study examines herd behaviour and its impact on investment decisions among Indian investors. Primary data from 100 structured survey respondents spanning students, private employees, business professionals, and others reveals that a majority of investors are influenced by peer actions despite access to fundamental market information. An inverse relationship between investment experience and susceptibility to herding is established. The findings support rejection of the null hypothesis, confirming that herd behaviour exerts a statistically meaningful influence on investment decisions and contributes to market inefficiency.
creator: Ashwini Chavan
creator: Vedant More
creator: Tanisha Naik
creator: Gayatri Pawar
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-05-29
publication date: 2026-05-29
volume: 15
number: 2
starting page: 64
ending page: 68
doi: 10.65521/ijrdmr.v15i2.3217

Impact Of Influencer Marketing on Gen-Z Purchase Decision
type: item
description: Influencer marketing has become a strong way to change how people act in today's digital world, especially among Generation Z. This study seeks to examine the influence of influencer marketing on the purchasing decisions of Generation Z consumers, particularly on platforms like Instagram and YouTube. The study utilizes primary data gathered from 157 participants aged 18 to 25 years through a structured questionnaire. A quantitative methodology was employed, and the data were examined utilizing percentage analysis, correlation, and regression techniques.The results show that a large number of people who answered the survey actively engage with influencer content, and most of them have made purchases based on influencer recommendations. Authenticity, trust, and content quality were found to be the most important factors. The data was analyzed using percentage analysis, correlation, and regression techniques. The findings show that a significant number of respondents engage with influencer content. Moreover, most have made purchase decisions based on influencer recommendations. Factors like authenticity, trust, and content quality were the most influential in shaping consumer behavior. The statistical analysis confirms a positive and significant relationship between influencer marketing and purchase decisions. The study concludes that influencer marketing is an effective way to engage Gen Z consumers and influence their buying behavior in the digital era.
creator: Ashwini Chavan
creator: Arpita Nimbalkar
creator: Om Gaikwad
creator: Sanchi Gaikwad
creator: Pandurang Pawale
creator: Tanaya Pawale
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-05-29
publication date: 2026-05-29
volume: 15
number: 2
starting page: 69
ending page: 72
doi: 10.65521/ijrdmr.v15i2.3219

Integrating Blockchain and Artificial Intelligence to Counter Greenwashing in ESG Investing: A Framework with Special Reference to India
type: item
description: The global surge in Environmental, Social, and Governance (ESG) investing—managing over $30 trillion by 2023—has been shadowed by widespread greenwashing, where firms exaggerate or falsify sustainability credentials. This study addresses the critical problems of fragmented data, lack of transparency, and over‑reliance on self‑reported corporate disclosures. The primary objective is to design and conceptually validate a synergistic framework combining blockchain’s immutable ledger with artificial intelligence (AI) for real‑time, tamper‑proof ESG verification. The proposed architecture integrates IoT sensors, corporate systems, and alternative data; stores verified information on a permissioned blockchain; and applies natural language processing, anomaly detection, and continuous monitoring through AI. Key findings indicate that the framework enhances data integrity, automates compliance via smart contracts, and significantly reduces information asymmetry. Focusing on the Indian context—where ESG mutual funds exceeded ₹12,300 crore in 2024 and regulators like SEBI have introduced mandatory BRSR reporting and stricter green bond rules—the study identifies both opportunities and implementation challenges. The paper offers actionable recommendations for policymakers, financial institutions, and technology providers to foster trustworthy sustainable finance.
creator: Ashwini Chavan
creator: Ravishankar Girwalkar
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-05-29
publication date: 2026-05-29
volume: 15
number: 2
starting page: 73
ending page: 79
doi: 10.65521/ijrdmr.v15i2.3220

Investor Attitudes Toward Green and ESG Mutual Funds in India
type: item
description: This study critically examines investor attitudes toward Green and ESG mutual funds in India with specific emphasis on awareness and willingness to invest. Drawing on primary data from 100 respondents, the research employs descriptive statistical techniques and graphical analysis to identify behavioral patterns. The findings reveal that while investor awareness exists at a moderate level, it does not sufficiently translate into investment action. A significant gap persists between knowledge and decision-making, primarily influenced by perceived risk and trust deficits. The study contributes to sustainable finance literature by highlighting the importance of bridging informational and psychological barriers to enhance ESG investment adoption.
creator: Ashwini P. Chavan
creator: Sai Uttam Ubhe
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-05-29
publication date: 2026-05-29
volume: 15
number: 2
starting page: 80
ending page: 82
doi: 10.65521/ijrdmr.v15i2.3221

Understanding the Motivational Factors Influencing Ambition among Generation Z
type: item
description: This study looks at the factors that influence ambition in Generation Z, a cohort increasingly shaping the modern workforce. Born between 1997 and 2012, Generation Z has been influenced by digital exposure, evolving social values, and a growing emphasis on purpose, flexibility, and personal well-being. While traditional views associate ambition with external rewards such as financial success and social recognition, emerging perspectives suggest a shift toward intrinsic, purpose-driven motivations. The main aim of this research was to identify Important drivers of ambition among Generation Z and to examine whether intrinsic motivators, such as personal growth and purpose, have a stronger influence compared to extrinsic factors like financial stability and social status. The study the research focuses on the following questions/aspects: (1) What are the dominant motivational factors influencing ambition among Generation Z? (2) To what extent do intrinsic and extrinsic motivators impact their ambition? (3) How do established motivation theories explain these patterns with the focus on the Generation Z? The research adopts a quantitative and descriptive approach, using a structured questionnaire based on a five-point Likert scale to collect data from 112 respondents belonging to Generation Z in Pune and nearby regions. Statistical techniques, including descriptive analysis, correlation, and regression, were employed to study the relationships between motivational drivers and ambition. The insights strongly finds that intrinsic motivators, particularly purpose & meaning and personal growth, have a significantly greater influence on ambition compared to extrinsic factors such as financial stability and social status. While external rewards remain relevant as baseline expectations, they do not serve as primary drivers of long-term ambition. The study concludes that Generation Z demonstrates a shift toward meaning-driven ambition, where fulfillment, self-development, and im…
creator: Ashwini Chavan
creator: Arushi Patiyal
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-05-29
publication date: 2026-05-29
volume: 15
number: 2
starting page: 83
ending page: 89
doi: 10.65521/ijrdmr.v15i2.3222

Consumer Insights on Sustainable Fashion: A Study of Young Consumers in Pune
type: item
description: Sustainable fashion has emerged as a critical concern in the global apparel industry amid growing awareness of climate change, overconsumption, textile waste, and unethical labor practices. This study investigates the awareness, perceptions, and behavioral patterns of young consumers (aged 18–30) in Pune, India, with respect to sustainable fashion. Primary data were gathered through a structured online questionnaire distributed via social media platforms, yielding 147 usable responses. Findings indicate that while approximately 71% of respondents had heard of the concept, only 45% demonstrated accurate conceptual understanding. Although 80% of participants acknowledged the ecological and ethical importance of sustainable fashion, actual purchase decisions continue to be governed by price, style, comfort, and brand familiarity. Sustainability ranked last as a purchase driver, selected by only 24% of respondents. A Chi-Square Test of Independence (χ² = 1.388, df = 3, p = 0.708) confirmed that awareness alone does not significantly predict purchase behavior, thereby formally affirming the awareness–behavior gap. These results suggest that bridging this gap requires a multifaceted approach: price-competitive sustainable products, enhanced stylistic diversity, improved market accessibility, and stronger brand transparency. The study contributes empirical evidence from an emerging urban consumer market and provides actionable recommendations for brands, marketers, and policymakers.
creator: Aarti Deshpande
creator: P.P. Kuvar
creator: M.M. Jain
creator: D.S. Jadhav
creator: H.N. Jadhav
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-05-29
publication date: 2026-05-29
volume: 15
number: 2
starting page: 90
ending page: 94
doi: 10.65521/ijrdmr.v15i2.3231

Eco-Friendly Lifestyle: A Study on Adoption and Consumer Attitudes for Various Age Groups
type: item
description: This study emphasizes the significance of living an eco-friendly lifestyle in today’s world, where concerns like weather change and increasing pollution levels, and deforestation are increasing. An eco-friendly lifestyle means making daily choices that reduce harm to the environment and support sustainable living. The study shows that eco-friendly living has personal benefits such as saving money, improving health, and reducing exposure to harmful chemicals. It also explains that individual actions can influence others, encouraging more people to follow sustainable habits and help the environment. In addition, living eco-friendly can improve mental well-being by reducing eco-anxiety and giving a clear sense of meaning in work and connection with nature. The research concludes that even minor changes in daily life can have a big positive impact on both the environment and society.
creator: Aarti Deshpande
creator: Manasi Moraye
creator: Om Lahoti
creator: Imran Shaikh
creator: Om Shah
creator: Mansi Kusalkar
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-06-01
publication date: 2026-06-01
volume: 15
number: 2
starting page: 95
ending page: 99
doi: 10.65521/ijrdmr.v15i2.3252

From Red Carpets to Reels: The Changing Game of Brand Endorsements
type: item
description: This study examines the comparative effect of influencer marketing and celebrity endorsement in making consumer behaviour in the digital era. Using a quantitative survey of 151 respondents, primarily Millennials and Gen Z, the research evaluates brand awareness, trust, and purchase intention. Chi-square analysis reveals a good relationship between endorser type and purchase behaviour (p = 0.0166). The study indicate that influencer market has a slightly stronger impact on purchase decisions, while celebrity endorsements remain effective for brand awareness and recognition. The study concludes that a balanced approach combining both strategies yields optimal marketing results.
creator: Aarti S. Deshpande
creator: V. S. Shelkande
creator: R. S. Dey
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-06-01
publication date: 2026-06-01
volume: 15
number: 2
starting page: 100
ending page: 103
doi: 10.65521/ijrdmr.v15i2.3253

Impact of Non-Performing Assets on Financial Stability: Evidence from the Indian Banking Sector
type: item
description: The stability of a nation’s financial system largely depends on the soundness of its financial services sector. In India, the continued prevalence of Non-Performing Assets (NPAs) has posed significant challenges to economic growth and financial resilience. This study evaluates the impact of NPAs on the stability of the financial system in India’s banking sector from 2014 to 2024.Using secondary data sourced from the Reserve Bank of India (RBI), Ministry of Finance, and annual reports of leading banks, the research employs descriptive statistics, correlation, and regression analysis. Crucial financial metrics, including Return on Assets (ROA), Regulatory capital Ratio (CAR), and Credit Growth are analyzed to evaluate the systemic implications of NPAs. The findings reveal a clear inverse association between NPAs and profitability, capital adequacy, and credit expansion. The research also highlights the positive role of policy interventions such as the Insolvency and Bankruptcy Code (IBC) and the SARFAESI Act in strengthening asset soundness and improving loan recovery frameworks. The research concludes that robust NPA management practices essential for ensuring long-term financial stability and sustained economic prosperity in India.
creator: Aarti S. Deshpande
creator: Siddhant S. Landge
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-06-01
publication date: 2026-06-01
volume: 15
number: 2
starting page: 104
ending page: 108
doi: 10.65521/ijrdmr.v15i2.3254

The Role of Social Media in Influencing Investment Decisions
type: item
description: Now-a-days social media played a major role in shaping financial behaviour and investment decisions. This research shows how social media platforms influence individual investors in India, especially young adults aged 18–25 years. The research explores whether these platforms enhance financial literacy or lead to misinformation and impulsive investment decisions. This research used both types of data. Data (primary) was collected from 110 respondents through a structured questionnaire, while secondary data was gathered from journals, articles, and reports. The analysis highlights the impact of platforms such as YouTube, Instagram, Telegram, and X (Twitter) on investor awareness, confidence, and decision-making patterns. As a result the social media improves financial knowledge and encourages investment participation. However, it also exposes investors to unverified information, emotional decision-making, and herd behaviour. To conclude, social media acts as both an opportunity and a risk, emphasizing the need for responsible usage, financial education, and regulatory oversight.
creator: Aarti Deshpande
creator: D. N. Ingle
creator: P. B. Jadhav
creator: S. S. Mohite
creator: A. R. Sharma
creator: S. D. Mohite
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-06-01
publication date: 2026-06-01
volume: 15
number: 2
starting page: 109
ending page: 116
doi: 10.65521/ijrdmr.v15i2.3255

Study Of Behavioural Finance on Investment Decision of Mutual Fund
type: item
description: Behavioural finance is a very important subject that explores the influence of psychology on financial decisions. The purpose of this research is to examine the effect of investor behavior on mutual fund investments. Traditional theories of finance presuppose the rational behavior of investors; however, under practical conditions, the emotional aspect, such as fear, greed, or over-confidence, plays a significant role in decision making. In this regard, this research highlights behavioral aspects such as herd mentality, loss aversion, anchoring, and mental accounting. It uses primary sources in the form of questionnaire to explore the relationship between behavioral factors and investment decisions. The findings suggest that psychology is an important factor that affects investor behavior.
creator: S. A. Buche
creator: S. V. Rajguru
creator: A. Changle
creator: A. Erande
creator: S. Sainkar
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-06-01
publication date: 2026-06-01
volume: 15
number: 2
starting page: 117
ending page: 121
doi: 10.65521/ijrdmr.v15i2.3256

Critical Analysis of Adaption of AI in Employee Recruitment process: Benefits, Challenges, and Ethical Concerns
type: item
description: This research examines the adoption of AI in employee recruitment processes, focusing on its benefits, challenges, and ethical implications. Drawing on existing literature, survey data from 153 respondents, and statistical analysis including chi-square tests, the study highlights AI’s role in improving efficiency through tools such as resume screening, chatbots, and predictive analytics, while also addressing limitations such as privacy concerns, bias, lack of transparency, etc. Key Objectives: The study explores the operational advantages of AI, the challenges associated with its implementation, and the ethical issues in recruitment. It further advocates a hybrid approach that AI and human perception to ensure fair and effective hiring.
creator: Girish A Bodhankar
creator: Vedant Wanwase
creator: Anuradha Yadav
creator: Shruti Agrawal
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-06-01
publication date: 2026-06-01
volume: 15
number: 2
starting page: 122
ending page: 127
doi: 10.65521/ijrdmr.v15i2.3257

Ghosting by Candidates and New Hires: Causes, Impacts and Strategies for Modern Recruitment
type: item
description: Ghosting — a phenomenon where candidates or newly hired employees abruptly cease communication during the hiring process — has become a critical and growing concern for Human Resource (HR) professionals and organizations worldwide. This research study systematically examines the causes, frequency, and organizational impact of ghosting behaviour across multiple stages of the recruitment lifecycle. Primary data was collected through a structured questionnaire administered to 100 respondents comprising HR professionals, recruiters, hiring managers, and job seekers. The findings reveal that ghosting occurs most frequently after interview rounds and post-offer acceptance, with silent offer rejection (45%) and accepting an offer without joining (42%) identified as the most disruptive forms. Key contributing causes include poor recruiter communication (48.6%), slow hiring processes (50%), candidates changing their minds (54.1%), and a broader decline in professional accountability in digital hiring environments. Statistical analysis using the Chi-square Test of Independence confirmed a highly significant association between poor communication and candidate disengagement (χ² = 25.96, p = 3.456 × 10⁻⁷). The study concludes that timely communication, a respectful candidate experience, and streamlined recruitment workflows are the most effective organizational strategies to reduce ghosting. Evidence-based recommendations are provided for HR teams seeking to enhance hiring efficiency, strengthen employer branding, and build more accountable recruitment ecosystems.
creator: G. A. Bodhankar
creator: Gauri Deshpande
creator: Yash Parmar
creator: Tejas Bagade
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-06-01
publication date: 2026-06-01
volume: 15
number: 2
starting page: 128
ending page: 137
doi: 10.65521/ijrdmr.v15i2.3258

Gig Economy, The Future of India!
type: item
description: India's gig economy is transforming employment, driven by tech advancements, smartphone growth, and shifting work preferences. This study explores the gig economy's concept, challenges, government policies, and tech's role, focusing on urban India. A quantitative survey of young adults and students reveals gig work offers flexibility and extra income but also insecurity, unstable income, and lack of social benefits. Digital platforms like food delivery and ride-sharing dominate, with awareness spread through social media. The study concludes that while the gig economy grows and creates jobs, strengthening policies, awareness, and social protection is crucial for sustainability and inclusiveness.
creator: Girish Bodhankar
creator: Sakshi Krishna More
creator: Rutuja Balkrishna More
creator: Pranil Milind Dhumane
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-06-01
publication date: 2026-06-01
volume: 15
number: 2
starting page: 138
ending page: 143
doi: 10.65521/ijrdmr.v15i2.3259

India’s Economic Recovery Post-COVID-19: From Negative GDP Growth in 2020 to the World’s 3rd Largest Economy by 2045
type: item
description: The COVID-19 pandemic led to a drastic shock in the economies of many nations, which was followed by production, labor market, trade, and finance shocks. Economic contraction occurred in India during 2020 because of stringent lockdown measures, disruption of supply chains, and slowdown of industry and commerce activities. However, there has been an economic revival in India after the pandemic, and the country will become one of the fastest-growing economies in the coming years. This paper explores India's economic revival after 2020 and the reasons for the same till 2025. The study explores the role of various policies adopted by the Indian government in fostering economic growth, sectoral performance, and digital revolution. Secondary data have been used in the analysis that were obtained from government reports, books by the RBI, World Bank, and IMF reports. Analytical techniques such as GDP growth analysis, trend analysis, and regression-based hypothesis testing are employed to determine the connection between government policy intervention, digital revolution, and economic rejuvenation. It is evident from the results that various policies such as Atmanirbhar Bharat Abhiyan, PLI, infrastructure schemes, and digitalization greatly helped India recover its economy. The research shows that there was a significant role played by government interventions, resilience of various sectors, and digital revolution in India’s economic recovery.
creator: G A Bodhankar
creator: R. U. Aghor
creator: K. G. Wankhedkar
creator: V. D. Peche
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-06-01
publication date: 2026-06-01
volume: 15
number: 2
starting page: 144
ending page: 151
doi: 10.65521/ijrdmr.v15i2.3260

UPI Performance and Its Impact on Individual Pending
type: item
description: This study examines the performance of the Unified Payments Interface (UPI) and its impact on individual spending behavior in India. Since its launch in 2016, UPI has emerged as a dominant digital payment system, offering fast, secure, and convenient cashless transactions. The research aims to evaluate UPI’s efficiency in terms of ease of use, speed, reliability, and security, while also analyzing its influence on consumer spending patterns. The study is based on a descriptive research design, using primary data collected from 154 respondents through a structured questionnaire, along with secondary data from reports and existing literature. Statistical tools such as percentage analysis, Chi-square test, Spearman’s correlation, and regression analysis were applied to understand the relationship between UPI usage and spending behavior. The findings reveal that UPI is widely accepted and highly preferred due to its convenience and efficiency. However, it has also significantly influenced spending habits, with a majority of users reporting increased expenditure and a rise in impulse purchases. The ease and immediacy of digital payments reduce the psychological barrier associated with cash spending, leading to more frequent and unplanned transactions. At the same time, UPI provides digital records that can support expense tracking and financial management. The study concludes that while UPI has successfully enhanced financial convenience and accelerated India’s transition towards a digital economy, it also acts as a behavioral driver that encourages higher spending. Therefore, promoting financial awareness and responsible usage is essential to ensure sustainable digital financial practices.
creator: G.A. Bodhankar
creator: S. Pathak
creator: D. R. Kale
creator: Y. J. Khadse
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-06-01
publication date: 2026-06-01
volume: 15
number: 2
starting page: 152
ending page: 159
doi: 10.65521/ijrdmr.v15i2.3261

A Comparative Analysis of UPI Adoption in India: Evaluating Trust, Preference, and Usage Patterns in Rural versus Urban Demographics
type: item
description: The research analyzes user trust and the preference of users toward Unified Payments Interface (UPI) applications in India, which have transformed the digital payments ecosystem by enabling quick, convenient, and secure financial transactions. Various government-driven initiatives such as Digital India promoting a cashless economy, applications like Google Pay, PhonePe, and Paytm have achieved extensive adoption among a wide range of users. This study focuses on evaluating the impact of major determinants such as security, convenience, ease of operation, reliability, and user awareness on customer trust and application preference. Primary data is collected using a structured questionnaire which was distributed among respondents from diverse demographic and occupational groups. Statistical techniques, including percentage analysis and the Chi-square test, were employed to examine the association between variables such as frequency of usage and preferred UPI platforms. The results reveal that users generally consider UPI applications to be secure, dependable, and efficient for everyday transactions. Although it was found that certain issues like transaction failures and concerns regarding data privacy still exist, overall confidence in these platforms remains high. The study concludes that trust plays a vital role in influencing user preference and continued usage, providing valuable insights for policymakers and service providers to strengthen digital payment systems and encourage broader adoption.
creator: Patil Hemant
creator: S. V. Tatake
creator: N. V. Thakare
creator: S. U. Ketkar
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-06-01
publication date: 2026-06-01
volume: 15
number: 2
starting page: 160
ending page: 167
doi: 10.65521/ijrdmr.v15i2.3262

An Empirical Study on the influence of Social Media Marketing on Consumer Purchase Behavior in Online Skincare Shopping
type: item
description: Over the past decade, social media has brought a major shift in how companies connect with their customers, especially in the world of digital commerce. Channels like Instagram, YouTube, and Facebook expose millions of users to product-related content every day, including posts by influencers and feedback shared by other buyers, all of which shape what people decide to buy. This effect is especially noticeable in the skincare segment, where consumers place a high value on product suitability and reliable information. The present study investigates how social media marketing shapes the buying behavior of consumers who purchase skincare products online. The study gives special attention to three key areas: the role of influencers, the effect of user reviews, and the importance of content quality in building consumer trust and encouraging purchase decisions. Primary data was gathered from 108 participants using a well-structured questionnaire. The findings show that content created by influencers and reviews posted by real users have a considerable effect on how consumers think and what they choose to buy. Although social media does a good job of building awareness and keeping users engaged, it does not always push consumers to make actual purchases, mainly because of tight budgets and growing doubts about sponsored content. The study recommends that brands invest in honest and transparent communication to convert interest into sales.
creator: Hemant Patil
creator: C. G. Galande
creator: S. P. Khade
creator: V. R. Gajbhare
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-06-01
publication date: 2026-06-01
volume: 15
number: 2
starting page: 168
ending page: 177
doi: 10.65521/ijrdmr.v15i2.3263

Brand Perception of Prominent Heavy Bikes in India
type: item
description: The premium motorcycle segment in India has witnessed significant growth in recent years, driven by changing consumer preferences and rising income levels. Motorcycles are no longer considered only as a mode of transportation but also as a reflection of lifestyle and personal identity. This study focuses on analyzing consumer perception towards prominent heavy motorcycle brands in India. The research examines both functional factors such as reliability, fuel efficiency, and after-sales service, as well as symbolic factors like brand image and status. Data was collected from 184 respondents using a structured questionnaire. The findings indicate that practical factors such as fuel consumption and value for money have a greater influence on purchase decisions compared to symbolic factors. The study also highlights the importance of reliability and service in shaping consumer perception.
creator: Hemant Patil
creator: Chinmay Lele
creator: Kunal Lohokare
creator: Mansi Lende
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-06-01
publication date: 2026-06-01
volume: 15
number: 2
starting page: 178
ending page: 185
doi: 10.65521/ijrdmr.v15i2.3264

Consumer Preference Towards Organic Products
type: item
description: In recent years, increasing awareness regarding health, environmental sustainability, and eco-friendly lifestyles has significantly influenced consumer buying behaviour. Consumers are becoming more conscious about the harmful effects of chemical-based and non-sustainable products on both personal health and the environment. As a result, the demand for organic products has witnessed substantial growth, particularly among younger consumers and urban populations. Organic products, including food items, herbal personal care products, and eco-friendly household products, are increasingly preferred due to their perceived health benefits, product quality, and environmental For the purpose of the study, primary data was collected from 66 respondents belonging to urban and semi-urban areas, including students, young professionals, homemakers, and working individuals. A structured questionnaire was used as the primary data collection tool. The research follows a descriptive research design, and convenience sampling was adopted for selecting respondents based on accessibility and willingness to participate. Statistical tools such as percentage analysis, tabulation, and chi-square testing were used to analyse the data and test the relationship between awareness and frequency of purchase. The findings of the study reveal that consumer awareness regarding organic products is considerably high among the respondents. A significant proportion of consumers prefer organic food products, followed by herbal personal care and eco-friendly household products. Health benefits emerged as the most important factor influencing consumer preference, followed by product quality and pricing. The study also indicates that most consumers show a positive attitude toward organic products and are willing to pay a premium price for safer and environmentally friendly alternatives.
creator: Hemant Patil
creator: Y. K. Dalvi
creator: J. A. Khan
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-06-01
publication date: 2026-06-01
volume: 15
number: 2
starting page: 186
ending page: 190
doi: 10.65521/ijrdmr.v15i2.3265

From Pause to Progress: A Study on Women’s Workforce Reintegration in Pune’s IT Sector
type: item
description: Information technology in India is encountering a significant challenge with workforce reintegration, particularly for women who opt to leave the industry to attend to familial obligations. This study aims to examine the discrimination faced by women in the Indian IT sector, particularly with their reintegration into the profession. Utilising a mixed-methods approach, the study has uncovered a 49% callback penalty for women in the Indian IT sector, with significant heterogeneity across organisational contexts (0% in large enterprises, 57% in small firms) and geographical regions (62% in North India, 10% in South India). The study has also looked at how well structured return-to-work programs perform. These programs have been successful in keeping 71% of participants, compared to 48% in other settings, and they have also increased job satisfaction from 35% to 60%. On the other hand, the study showed that upskilling certifications don't do much to reduce discrimination. There was a 10% penalty, but this wasn't statistically significant (p = 0.24), which means that discrimination isn't mostly caused by skill obsolescence, but by how committed someone seems to be. Imposter syndrome has been recognised as a considerable psychological barrier for women in the IT sector, with a prevalence rate of 63%.This study corroborates the taste-based discrimination theory, and the lack of prejudice in major enterprises underscores the notion that diversity infrastructure alleviates discrimination. This study has crucial consequences for businesses and governments because it has shown that 7 million women in India could benefit from psychological assistance at work, which is just as vital as skill development.
creator: Hemant Patil
creator: Keluskar Harshada
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-06-01
publication date: 2026-06-01
volume: 15
number: 2
starting page: 191
ending page: 201
doi: 10.65521/ijrdmr.v15i2.3266

Skills Vs. Degrees in Recruitment: An Empirical Analysis of Employer Hiring Preferences in the Indian Job Market
type: item
description: The modern business environment has led to noticeable changes in hiring practices, with employers increasingly questioning whether academic degrees alone are enough to predict a candidate’s job performance. This study examines employer preferences between skill-based and degree-based hiring in the Indian job market. The research is based on survey data collected from 48 HR professionals, recruiters, and hiring managers across sectors such as manufacturing, services/consulting, and information technology. A structured questionnaire was used to gather quantitative data on how organizations assess candidates, the hiring methods they use, and the key competencies they expect from fresh graduates. The findings show that a majority of respondents (87.5%) prefer a balanced approach, where both academic qualifications and practical skills are given equal importance, especially for mid-level and senior roles. At the same time, the study highlights a clear shift toward skill-based hiring. Around 79.2% of organizations have introduced skill assessments in their recruitment process over the past three years, indicating a growing focus on practical abilities. Further analysis suggests that employers increasingly value skills such as problem-solving, real-world performance, and portfolio evidence more than relying only on academic degrees. Overall, the study suggests that while degrees still play an important role, skills have become a critical factor in hiring decisions. These findings are important for students, educational institutions, and HR professionals as they adapt to the changing demands of the job market.
creator: Hemant Patil
creator: Sameedha Kate
creator: Supriya Kashid
creator: Aakash Kawade
creator: Anushka Khaire
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-06-02
publication date: 2026-06-02
volume: 15
number: 2
starting page: 202
ending page: 211
doi: 10.65521/ijrdmr.v15i2.3267

Understanding Audience Trust and Branding in the Success of Content-Creator Startups in India
type: item
description: The emergence of the creator economy has significantly transformed the modern business landscape. Today, content creators are not only influencing audiences but also building their own startups by leveraging trust and personal branding. This study aims to examine how audience trust and personal branding affect customer conversion in creator-led startups in India. The research is based on primary data collected from 131 respondents, mainly from the 18–25 age group, representing a digitally active population. The study uses a mixed-method approach combining quantitative analysis and qualitative insights. Statistical tools such as percentage analysis and regression analysis were used to examine relationships between variables. The findings reveal that audience trust plays a significant role in influencing purchase intention. However, it is not the sole determinant of customer conversion. Product quality, pricing, and overall value perception are equally important factors affecting final purchase decisions. The regression analysis shows a statistically significant relationship between trust and conversion (p = 0.001), but the strength of the relationship is moderate. The study concludes that while creator-led startups have strong potential due to their low-cost marketing advantage, long-term success depends on balancing trust with product quality and strategic business management.
creator: Hemant Patil
creator: Suyash Tonape
creator: Saurav Thorve
creator: Ganesh Thombare
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-06-02
publication date: 2026-06-02
volume: 15
number: 2
starting page: 212
ending page: 218
doi: 10.65521/ijrdmr.v15i2.3268

A Study on Employee Mental Health Initiatives in Corporate and Their Perception and Impact on The Employees
type: item
description: Employee mental well-being has gained significant attention among organizations due to rising workplace stress, evolving job roles, and dynamic work environments. This research focuses on analysing corporate mental health initiatives and evaluating employee awareness, accessibility, perception, and their influence on overall well-being and job performance. The study is based on primary data collected from 126 employees and 6 HR professionals in Pune. A mixed-method approach was adopted, combining structured questionnaires with semi-structured interviews. Data analysis was carried out using percentage and correlation techniques. Findings indicate that although organizations have introduced various mental health programs, employee awareness and participation remain at a moderate level. Several employees are either unaware or hesitant to engage due to limited communication, time constraints, and social stigma. Additionally, accessibility and managerial support differ across organizations. The results suggest that these initiatives contribute positively to stress reduction, productivity, and work-life balance, but the impact is not very strong. Weak relationships were observed between awareness, participation, and outcomes, indicating that mere availability of programs is insufficient. The study recommends improving communication, minimizing stigma, ensuring easier access, and strengthening leadership involvement to enhance effectiveness.
creator: Harshada Raut
creator: Rohanshi Jori
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-06-02
publication date: 2026-06-02
volume: 15
number: 2
starting page: 219
ending page: 229
doi: 10.65521/ijrdmr.v15i2.3269

A Study on the Assessment of Credit Policy for Business Loans and Working Capital Management
type: item
description: This research examines the evaluation of credit policies related to business loans and working capital financing, with special reference to Axis Bank. This study focuses on the :assessment of credit policy for business loans and working capital financing, with special reference to Axis Bank. The primary problem addressed is how banks evaluate working capital requirements while balancing risk management and business growth in a competitive financial environment. Efficient management of working capital is crucial for maintaining liquidity, ensuring smooth operations, and achieving financial stability. The study employs a descriptive research methodology utilizing secondary data sourced from Axis Bank’s annual reports, Reserve Bank of India guidelines, industry publications, and scholarly literature. Analytical techniques such as ratio analysis, trend analysis, and working capital cycle assessment are applied to evaluate the data and gain insights into credit appraisal practices.The results reveal that Axis Bank implements a systematic credit assessment framework, incorporating analysis of financial statements, cash flows, credit history, and industry benchmarks. Critical parameters, including the current ratio, liquidity position, and repayment capacity, significantly influence the decision-making process.The study emphasizes the significance of technology and data-driven approaches in enhancing operational efficiency and minimizing credit risk. The study establishes that a clearly defined credit policy, coupled with efficient working capital management, is crucial for banks and businesses to maintain financial stability, mitigate risks, and support long-term growth.
creator: Harshada Raut
creator: Arya Abhay Khurjekar
creator: Himanshu Yuvraj Mahajan
creator: Juhi Jobanputra
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-06-02
publication date: 2026-06-02
volume: 15
number: 2
starting page: 230
ending page: 233
doi: 10.65521/ijrdmr.v15i2.3270

A Study on Quick Commerce in India: Growth, Challenges, and Economic Contribution
type: item
description: This study examines the growth and future potential of Quick Commerce (Q-commerce) in India, focusing on its financial stability, competitive position, and contribution to the economy. The research is based on both primary and secondary data. Primary data was collected through a questionnaire from 111 respondents to understand customer behavior, usage patterns, and pricing perception. Secondary data was collected from industry reports and financial sources to analyze market growth and operational challenges. The findings indicate strong demand for Q-commerce services, especially among young consumers aged 18–24. The study highlights that frequency of usage has a greater impact on sustainability than average order value, emphasizing the importance of customer retention. The chi-square test confirms that pricing fairness significantly affects customer loyalty. Secondary analysis shows rapid industry growth but also reveals challenges such as high operational costs and dependence on funding. The study concludes that while Q-commerce has strong growth potential, long-term success depends on improving operational efficiency, maintaining fair pricing, and building customer loyalty.
creator: Harshada Raut
creator: Omkar Gavali
creator: Kshitij Lokhande
creator: Tejashree Mamarade
creator: Kunjal Mane
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-06-02
publication date: 2026-06-02
volume: 15
number: 2
starting page: 234
ending page: 240
doi: 10.65521/ijrdmr.v15i2.3271

A Study on the Saving and Investment Patterns of College Students and Young Employees
type: item
description: The financial behaviour of young individuals has become an important area of study due to increasing financial independence and access to diverse investment opportunities. This research paper focuses on analysing the saving and investment patterns of college students and young employees, aiming to understand how they manage income, allocate savings, and make investment decisions. In recent years, the availability of digital financial platforms, mobile banking, and online investment tools has significantly transformed the way young individuals interact with money. Despite this increased accessibility, financial behaviour among youth is influenced by several factors such as income level, financial literacy, lifestyle choices, peer influence, and risk perception. This study is based on primary data collected from 159 respondents aged between 18 and 30 through a structured questionnaire . The findings indicate that while most respondents acknowledge the importance of saving, their ability to save consistently is limited, especially among college students due to low or irregular income. Young employees, on the other hand, demonstrate relatively better saving discipline. The research further reveals that traditional saving methods like bank deposits remain widely preferred, while modern investment options such as mutual funds, SIPs, and digital investment platforms are gradually gaining popularity. However, a major limitation observed is the lack of deep financial knowledge, which leads to cautious investment behaviour and avoidance of high-risk instruments like stocks and cryptocurrency. The study concludes that improving financial literacy, promoting practical financial education, and encouraging early investment habits can significantly enhance financial stability among youth. These findings are useful for educators, policymakers, and financial institutions aiming to strengthen financial awareness among young individuals.
creator: Harshada Raut
creator: Dhyani Soni
creator: Mayur Mahangare
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-06-02
publication date: 2026-06-02
volume: 15
number: 2
starting page: 241
ending page: 246
doi: 10.65521/ijrdmr.v15i2.3280

Banking and Modern Trends: A Study of Digital Transformation and Emerging Technologies in the Indian Banking Sector
type: item
description: The Banking Sector of India has under gone the major significant transformation driven by digital technologies and emerging innovations. The study explores how digital transformation affects various aspects. and also paper examines the impact of digital transformation and emerging technology such as AI, Data Analytics and Cloud Computing in shaping banking operations and enhancing customer experience. The study focuses on evaluating technological adoption, customer perception, regulatory frameworks, and challenges associated with digital banking. The descriptive design was used and primary data was collected from 150 google form responses using different questionaire. Secondary data was collected from some journals, RBI reports, and academic studies. The analysis was made using charts and also by chi-square test. Results show that digital banking has greatly improved efficiency, convenience, and financial inclusion. Tools like UPI and mobile banking have made banking easier, and most respondents trust digital transactions. However, issues like cyber security risks, lack of digital knowledge, and resistance to change still exist. The research concludes that digital transformation as improved efficiency and customer satisfaction in banking. But this success depends on security systems, improving digital literacy, regulatory compliance. The paper highlights the need for continuous innovation and inclusive growth in the evolving digital banking environment.
creator: Harshada Raut
creator: Sujal Gandhi
creator: Viraj Sonavane
creator: Ramkrishna Konda
creator: Prathamesh Gawade
creator: Aishwarya Sule
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-06-02
publication date: 2026-06-02
volume: 15
number: 2
starting page: 247
ending page: 250
doi: 10.65521/ijrdmr.v15i2.3281

Comprehensive Evaluation of Sustainable Financial Strategies & Their Impact on The Profitability & Long-Term Flexibility of SMEs
type: item
description: Small and Medium-sized Enterprises (SMEs) form the foundation of the global economies; driving innovation, employment & growth in both developed as well as the emerging markets. Yet; these significant players often clash with the distinctive barriers in accessing finance, particularly for adopting the sustainable practices that correspond to the critical ecological necessity. This research delves into the drivers and constraints shaping green finance for Small & Medium Enterprises [SMEs], uncovering opportunities like government incentives, innovative lending models & impact investing; while addressing the obstacles such as high upfront costs, limited collateral, regulatory gaps and a lack of ESG expertise. By systematically analysing these dynamics through empirical data and case studies; the study aims to develop a functional blueprint empowering SMEs to seamlessly integrate Environmental, Social, and Governance (ESG) principles into their financial strategies. This integration not only fosters flexibility against climate risks & resource scarcity but also enhances long-term solvency by attracting the socially responsible investors; reducing the operational costs through efficiency gains and improving market competitiveness. Ultimately; the blueprint promotes environmental balance, enabling SMEs to contribute meaningfully to the global sustainability goals like the UN Sustainable Development Goals, while securing their economic viability in a low-carbon future.
creator: Harshada Raut
creator: Chaitali Jambotkar
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-06-02
publication date: 2026-06-02
volume: 15
number: 2
starting page: 251
ending page: 255
doi: 10.65521/ijrdmr.v15i2.3282

Instagram-Based Social Media Marketing and Its Influence on the Purchase Intention of Generation Z: A Study on Mamaearth Skincare Products
type: item
description: This study investigates the degree to which Instagram-driven social media marketing affects the purchase intent of Generation Z consumers with specific reference to Mamaearth skincare products. In an era where digital interaction dominates consumer decision-making, Instagram has carved out a unique position as a discovery-to-purchase channel, particularly within the beauty and wellness segment. The research draws on primary data gathered from 150 Gen Z respondents aged 18–28 years who are active Instagram users. Four key marketing constructs were examined: influencer marketing, sponsored advertisements and promotional campaigns, user-generated content (UGC), and customer–brand interaction (engagement). Findings indicate that all four constructs exert a significant positive effect on purchase intention. Notably, brand connectivity driven by active Instagram engagement emerged as the strongest influence, followed by promotional discounts, advertisement appeal, influencer credibility, and UGC-based social proof. Chi-square analysis confirmed meaningful associations between age group, platform usage frequency, and purchase intention. A substantial majority of respondents who had previously purchased Mamaearth products attributed the decision, at least partially, to Instagram exposure. The study concludes that a well-crafted, authentic Instagram strategy is pivotal for skincare brands targeting digital-native audiences, and offers actionable recommendations to enhance content personalization, influencer authenticity, and UGC amplification.
creator: Harshada Raut
creator: Isha Ghoske
creator: Shravani Goundaje
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-06-02
publication date: 2026-06-02
volume: 15
number: 2
starting page: 256
ending page: 263
doi: 10.65521/ijrdmr.v15i2.3283

A Comparative Study of Risk Appetite and Investment Styles Across Different Generations
type: item
description: This study explains the differences in risk appetite and investment styles among various generations. Today, technology and digital platforms offer numerous investment opportunities. However, people of different ages think differently about risk and investment choices. Their life stage, financial knowledge, income, and exposure to technology mainly influence these differences. The study focuses on four generations: Generation Z, Millennials, Generation X, and Baby Boomers. We employed a comparative research design for our study. we collected data from 100 people via a structured questionnaire. We analysed this data using percentage analysis and statistical tools like ANOVA to identify differences among the generations. The study's results show that younger generations, Generation Z and Millennials, have a higher risk appetite and favor modern investment options such as stocks, mutual funds, and cryptocurrencies. They also feel more comfortable using investment platforms. In contrast, Generation X and Baby Boomers prefer safer investment options such as fixed deposits, gold, and real estate because they prioritize stability and capital protection. The study also emphasizes how important financial knowledge is and income level in influencing investment choices. Overall, the research concludes that generational differences affect how people invest and suggests the need for personalized financial plans and better financial education to support investors of all ages.
creator: Poonam Vatharkar
creator: Rishabh Bandiwdekar
creator: Mayuri Reddy
creator: Sakshi Bedre
creator: Anchal Varma
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-06-02
publication date: 2026-06-02
volume: 15
number: 2
starting page: 264
ending page: 269
doi: 10.65521/ijrdmr.v15i2.3284

A Study of Investor Satisfaction with Stock Market Mobile Apps
type: item
description: Stock market mobile apps have changed how people invest and trade in today’s digital world. In the past, investors relied on brokers and physical trading platforms. Now, mobile apps let users invest anytime and anywhere. This study looks at investor satisfaction with stock market trading apps like Upstox, Groww, Angel One, Zerodha, and ICICI Direct. The main goal is to find out the key factors that affect investor satisfaction and to see how these apps influence investor behavior. The research is based on primary data from 60 respondents through a structured questionnaire. It examines factors such as ease of use, security, reliability, transaction speed, transparency of charges, and customer support. The findings show that most investors are satisfied with stock market mobile trading apps because of their convenience, user-friendly interface, and low-cost trading options. However, some issues, like app crashes, hidden fees, slow customer service, and technical problems, lower satisfaction levels. Additionally, mobile apps have boosted trading activity and investor confidence. Overall, this study points out that while mobile trading apps have made investing easier and more accessible, there is still room for improvement in areas like security, customer support, and transparency. The study offers valuable recommendations for app developers and financial service providers to enhance user experience and increase investor satisfaction.
creator: Poonam Vatharkar
creator: Rushiraj Patil
creator: Sakshi J. Patil
creator: Sakshi P. Patil
creator: Dhanashree Banker
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-06-02
publication date: 2026-06-02
volume: 15
number: 2
starting page: 270
ending page: 279
doi: 10.65521/ijrdmr.v15i2.3285

Understanding the Impact of Artificial Intelligence (AI) on Consumer Buying Behavior
type: item
description: Artificial intelligence has become an important part of our digital ecosystem. specially for the field of marketing and online retail oriented business. This research study aims to understand the impact of AI on consumer buying behavior and it also focusing on how AI tools such as recommendation systems, chatbots and personalized advertisements influence the purchasing decisions. This study also looks for key aspects such as the consumer trust, usefulness of AI and privacy concerns. This research study plays a significant role in shaping user acceptance of AI technologies in modern world. While AI offers convenience and efficiency in decision making but it also raises questions regarding data security and transparency concern. A quantitative research approach was adopted for this research and primary data was collected using a structured google form survey questionnaire of 107 respondents. These findings reveal that AI has a moderate to strong influence on consumer buying and purchase decisions. majority of respondents found that AI tools are helpful in simplifying their shopping process and improving the product discovery process . However regarding of trust and privacy concerns were identified as a major barrier and it is affecting the complete acceptance of AI technologies for users. The study concludes that while AI enhances the overall shopping experience digitally. companies must ensure that the ethical use of data and maintain transparency to build long term customer trust and data trasperncy. The results also gives us useful insights for marketers to design effective AI driven strategies that can balance both personalization with consumer privacy.
creator: Poonam Vatharkar
creator: Navodit Patil
creator: Neha Patil
creator: Ayush Wagh
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-06-02
publication date: 2026-06-02
volume: 15
number: 2
starting page: 280
ending page: 284
doi: 10.65521/ijrdmr.v15i2.3286

UPI and Financial Inclusion: A Study of Usage in Semi-Urban and Rural India
type: item
description: In the recent years specially in India technology and digital innovation has changed the world and India and how people use money and digital methods in India. The main reason is not only the online transaction it is UPI (Unified Payments Interface). It lets person or user to transfer or to the transaction of the money instantly using the application or the device. Because of this, payments have become faster, easier, and more convenient. This study looks at how UPI helps people, especially in small towns and villages. In many of these places, people do not have easy access to banks. UPI helps solve this problem by giving a simple way to make digital payments using a smartphone and internet. This research paper helps us to study and to know how many people use the online or app to do the transaction or the payments, why they use it, and what problems they face. To study this research the sample size which is collected is of 150 people using surveys and interviews. This helped to get both numbers and real-life experiences. The results show that UPI is very popular, it is popular and used on daily basis the users are in different age group but we can find traditional users as well and we can find the more users who know how to use digital as well as traditional method of the payment. People like UPI because it help us to make quick payment and transaction and we can send a money or do a transaction on the urgent basis or if someone need it in the emergency. It has reduced the need to c arry cash and made daily payments like shopping, bill payments, and money transfers much easier. However, there are some problems. Many people in rural area are not aware about using digital apps properly. Poor internet connection is also an issue in some places. In some situations or cases people are no using digital method because of online fraud and security risks, so they not trust the digital payments methods. In conclusion, UPI has made money transactions easier and improved finan…
creator: Poonam Vatharkar
creator: Snehit Undale
creator: Aniket Patil
creator: Rashmee Patil
creator: Ashish Rathod
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-06-02
publication date: 2026-06-02
volume: 15
number: 2
starting page: 285
ending page: 289
doi: 10.65521/ijrdmr.v15i2.3287

Work Culture and Quiet Quitting: Exploring the Link
type: item
description: As quiet quitting continues to gain attention in contemporary workplaces, this study aims to understand how the culture amongst the company may drive employees toward this disengagement behavior. In a company how the people are involved in their job, conduct themselves, and perform on the job is largely shaped by the type of tradition that is present in their workplace. Quiet quitting means a situation where employees restrict their efforts strictly to assigned tasks without going beyond required responsibilities, reflecting disengagement rather than resignation. A quantitative and descriptive research design was chosen for this study, where data was gathered from 113 participants across multiple sectors by an organized questionnaire. Key cultural dimensions such as trust, fairness, participation, leadership support, power distance, and action orientation were examined with reference to both behavioral and emotional disengagement. The results suggest that despite adequate levels of trust and fairness in management, organizations still fall short in terms of open communication, employee participation, and inclusive decision-making. Emotional disengagement turned out to be dominant than behavioral disengagement. Elements like insufficient recognition, limited career growth, hierarchical structures and work-life imbalance were identified as key contributors. The results confirm that work culture and quiet quitting are significantly linked, emphasizing the significance of a healthy organizational environment, emphasizing that negative workplace environments increase disengagement, whereas supportive cultures enhance motivation. The outcome highlights that encouraging a transparent, inclusive, and employee-centered company ethos is crucial for boosting workforce engagement and curbing the commonness of quiet quitting.
creator: Poonam Vatharkar
creator: Arpita Kalmukale
creator: Sanika Kalke
creator: Aaditi Kanpile
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-06-02
publication date: 2026-06-02
volume: 15
number: 2
starting page: 290
ending page: 295
doi: 10.65521/ijrdmr.v15i2.3288

The Impact of Job Satisfaction, Compensation, and Work Environment on Employee Attrition: An Empirical Study Using HR Analytics
type: item
description: Employee attrition has emerged as a major organizational challenge because of its direct effect on operational efficiency, overall monetary performance, and the stability of the team of workers. High attrition rates lead to expanded recruitment and education expenses, loss of experienced employees, and reduced normal productivity. In a highly aggressive business environment, keeping skilled personnel has grown to be a strategic priority for companies. With the developing availability of employee records, corporations are increasingly adopting HR analytics to apprehend and expect employee conduct. HR analytics permits companies to transport past conventional reactive tactics and undertake proactive strategies for managing team of workers demanding situations. This has a look at focuses on applying HR analytics techniques to investigate employee attrition and identify the important thing factors influencing employee turnover. The studies adopt a quantitative technique the use of a structured HR dataset that consists of employee demographic, behavioural, and activity-associated variables. records preprocessing techniques which include encoding, normalization, and class balancing have been applied to ensure the reliability of outcomes. The examine utilizes 3 devices getting to know fashions—Logistic Regression, Random woodland, and Gradient Boosting—to expect employee attrition. The performance of those fashions is evaluated the usage of metrics which includes accuracy, precision, don't forget, F1-score, and ROC-AUC. The findings of the examine indicate that factors including beyond regular time, activity pleasure, earnings level, and tenure appreciably affect worker attrition. employees experiencing excessive workload and occasional delight degrees are much more likely to go away the enterprise. a few of the fashions used, Logistic Regression tested a better balance between prediction and interpretability, while Random woodland showed better accuracy but limitations in…
creator: S. A. Buche
creator: R.S. More
creator: P. Gulmire
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-06-02
publication date: 2026-06-02
volume: 15
number: 2
starting page: 296
ending page: 303
doi: 10.65521/ijrdmr.v15i2.3289

A Study of Behavioural Finance on Investment Decision of Mutual Fund
type: item
description: Behavioural finance is an important concept that explains how psychological factors influence investment decisions. This study focuses on understanding how investor behaviour affects mutual fund investment decisions. Traditional finance assumes that investors are rational, but in reality, investors are influenced by emotions such as fear, greed, and overconfidence. This research highlights major behavioural biases like herd behaviour, loss aversion, anchoring, and mental accounting. The study uses primary data collected through questionnaires and analyzes the relationship between behavioural biases and investment decisions. The findings show that behavioural finance plays a significant role in shaping investor behaviour.
creator: Shrawani Vijay Rajguru Rajguru
creator: Shilpa Buche
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-06-02
publication date: 2026-06-02
volume: 15
number: 2
starting page: 304
ending page: 308
doi: 10.65521/ijrdmr.v15i2.3294

An Analysis of Purchase Behaviour of Consumers Buying Branded Shoes in Pune
type: item
description: In recent years, footwear has moved beyond its basic purpose and become an important part of lifestyle and self-expression, especially in urban areas like Pune. Consumers today are more aware and tend to evaluate multiple factors before selecting branded shoes. This study examines how consumers in Pune make purchasing decisions regarding branded footwear. It focuses on key aspects such as decision-making factors, satisfaction level, and loyalty towards brands. The analysis is based on primary data collected from 97 respondents through a structured questionnaire. The results indicate that practical aspects like comfort, product quality, and design influence buying decisions more strongly than other factors. Although brands attract attention, customers do not always remain loyal and often shift based on offers, trends, or recommendations. Satisfaction after purchase plays a major role in influencing future buying behaviour. The study offers useful insights for companies to improve their products and marketing approaches in order to meet changing consumer expectations.
creator: S. Buche
creator: P. Gurav
creator: P. Pharande
creator: S. Ajankar
creator: B. Hiranwale
creator: S. Auti
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-06-02
publication date: 2026-06-02
volume: 15
number: 2
starting page: 309
ending page: 312
doi: 10.65521/ijrdmr.v15i2.3295

A Study on E-Commerce Chatbot Security, Memory Performance, and Complex Query Handling for Consumer Satisfaction
type: item
description: AI chatbots are increasingly used in e-commerce customer service; however, issues related to data privacy, contextual memory, and complex query handling continue to affect user trust and experience. This study uses a survey of 160 digitally active Indian consumers to examine these challenges and their impact on consumer satisfaction. Analysis using chi-square tests of independence (α = 0.05) revealed statistically significant concerns: 76.3% of participants reported moderate to extreme anxiety related to phishing and data privacy; context loss affected 59.4% of respondents, with high frustration reported by 47.5%; and 76.9% preferred human assistance when chatbots failed to resolve complex matters. Overall consumer satisfaction remained only moderate (M = 3.49/5). The most desired enhancements were AI-based fraud detection and persistent memory solutions. This study contributes by integrating security, memory performance, and complex query handling within a unified empirical framework in an emerging market context, offering actionable insights for improving chatbot reliability and user satisfaction.
creator: Sonali Kulkarni
creator: Pravinya Kale
creator: Kalyani Gajbhare
creator: Snehankit Bapat
creator: Rachana Attarkar
creator: Shivani Askar
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-06-02
publication date: 2026-06-02
volume: 15
number: 2
starting page: 313
ending page: 319
doi: 10.65521/ijrdmr.v15i2.3296

Effects on Consumer Buying Behaviour with Respect to Packaging of the Product
type: item
description: Packaging has become an important marketing tool that influences consumer perception and purchasing behaviour. This study examines the impact of packaging elements such as colour, design, typography, material, and labeling on consumer buying decisions. A quantitative research approach was adopted using primary data collected from 120 consumers through a structured questionnaire. Descriptive statistics, correlation analysis, regression analysis, and chi-square tests were used to analyze the data. The findings reveal that attractive packaging significantly enhances consumer attention and purchase intention, with visual appeal emerging as the most influential factor. However, packaging acts as a supporting factor alongside price, quality, and brand trust. The study concludes that effective packaging strategies can strengthen brand perception, improve customer engagement, and positively influence consumer buying behaviour.
creator: Sonali D. Kulkarni
creator: A. P. Dharmadhikari
creator: S. B. Kale
creator: P. R. Chide
creator: T. S. Choudhari
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-06-02
publication date: 2026-06-02
volume: 15
number: 2
starting page: 320
ending page: 324
doi: 10.65521/ijrdmr.v15i2.3297

Impact Of Digital Marketing on Booking Preference of Consumer in Choosing Travel Destination
type: item
description: This paper investigates how digital marketing shapes tourist decision-making and booking preferences in the selection of travel destinations. Using a quantitative, survey-based approach with 107 respondents and Chi-square hypothesis testing, the study evaluates three key digital marketing factors: online search behaviour, online review impact, and discount/deal influence. Results indicate that online search frequency (χ²=14.37, p=0.006) and online review impact (χ²=19.69, p<0.001) are statistically significant drivers of digital booking preference, whereas discounts and deals (χ²=4.14, p=0.38) show no significant relationship. The study concludes that digital marketing—especially social media engagement and peer-generated reviews—functions as the dominant force shaping modern tourism behaviour, while price-based incentives alone are insufficient to drive booking decisions.
creator: Sonali Kulkarni
creator: Shweta Rajesh Dhaybar
creator: Dnyaneshwar Sanjay Darade
creator: Samruddhi Chandresh Gandhi
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-06-02
publication date: 2026-06-02
volume: 15
number: 2
starting page: 325
ending page: 330
doi: 10.65521/ijrdmr.v15i2.3307

Viral Marketing: An Infancy Analysis of New Products
type: item
description: This paper examines how viral marketing shapes consumer behaviour during the introduction stage of new products. Using a quantitative survey of 100 urban Indian respondents (Millennials and Gen Z, aged 18–35) and Chi-square hypothesis testing, the study evaluates three dimensions: campaign-driven awareness, perception and belief formation, and trial intent. Results indicate that awareness alone does not significantly predict purchase behaviour (χ²=4.240, p=0.24), whereas positive consumer perception (χ²=12.162, p=0.007) and trial intent (χ²=12.918, p=0.012) are significant drivers of purchasing decisions. The study concludes that viral marketing functions as a strategic accelerant whose commercial effectiveness depends on authenticity, emotional resonance, and sustained brand communication.
creator: Sonali Kulkarni
creator: Dinesh Choudhary
creator: Yash Kangude
creator: Ashwini Urade
creator: Yash Deokar
creator: Krushna Birla
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-06-02
publication date: 2026-06-02
volume: 15
number: 2
starting page: 331
ending page: 335
doi: 10.65521/ijrdmr.v15i2.3308

Influencer Marketing vs. Celebrity Endorsements: A Comparative Study on Consumer Behaviour in the Digital Era
type: item
description: This study explores the effectiveness of influencer marketing and celebrity endorsements in shaping consumer behaviour in the modern digital environment. With the rapid growth of social media platforms, influencers have become an important alternative to traditional celebrity endorsers. The main objective of this research is to compare how both types of endorsements influence consumer trust, brand perception, engagement, and purchase intention. The study follows a descriptive research design and is based on primary data collected through a structured questionnaire from 122 respondents, primarily among younger and digitally active groups. The analysis reveals that celebrity endorsements are effective in creating brand awareness and enhancing brand image due to their popularity and wide reach. However, influencer marketing is found to be more effective in building trust, relatability, and consumer engagement. The results further indicate that consumers are more likely to consider recommendations from influencers when making purchase decisions, especially for products promoted on social media platforms. The study concludes that both influencers and celebrities play significant roles in marketing, but their effectiveness depends on the nature of the product, target audience, and communication strategy. A balanced use of both approaches can help organisations achieve better marketing outcomes in a competitive digital landscape.
creator: S. G. Gaware
creator: Ashlesha Ajankar
creator: Ashwini Rajput
creator: Akash Bhusare
creator: Sumit Yerche
creator: Prem Pardeshi
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-06-02
publication date: 2026-06-02
volume: 15
number: 2
starting page: 336
ending page: 340
doi: 10.65521/ijrdmr.v15i2.3310

Artificial Intelligence as a Predictor of Consumer Purchase Behaviour: Empirical Evidence from Urban Indian Digital Consumers
type: item
description: Purpose – This study investigates the extent to which Artificial Intelligence (AI) mechanisms shape purchase decisions among digitally active consumers in urban India. Three AI-related constructs are examined: general awareness of AI capabilities, the perceived relevance of personalised recommendations, and the accuracy with which AI systems anticipate individual needs. Methodology – A structured questionnaire was administered to 100 respondents aged 18–35. Chi-square tests (α = 0.05) were employed to assess the statistical relationship between each AI construct and reported purchase behaviour. Findings – Awareness of AI in isolation does not significantly alter purchasing outcomes (χ² = 4.120, p = 0.26). By contrast, contextually relevant personalisation (χ² = 13.204, p = 0.004) and high predictive accuracy (χ² = 14.015, p = 0.009) each exert a statistically significant influence on purchase intent.
creator: S. G. Gaware
creator: O. P. Raut
creator: G. P. Rasne
creator: A. S. Kale
creator: A. T. Kakade
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-06-02
publication date: 2026-06-02
volume: 15
number: 2
starting page: 341
ending page: 346
doi: 10.65521/ijrdmr.v15i2.3312

Burnout Awareness in the New Workforce: The Role of Workplace Culture and HR Intervention
type: item
description: Intervention: Burnout Awareness in the New Workforce: The Role of Workplace Culture and HR Intervention "Burnout Awareness in the New Workforce: The Role of Workplace Culture and HR Intervention" examines the growing prevalence of exhaustion among young professionals and students. The study investigates how organisational environments and proactive HR strategies influence the mental well-being of the "new workforce."
creator: S. G. Gaware
creator: S. D. Chandavale
creator: A. A. Phanse
creator: N.B. Bhande
creator: K. R. Kadam
creator: A. R. Pame
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-06-02
publication date: 2026-06-02
volume: 15
number: 2
starting page: 347
ending page: 350
doi: 10.65521/ijrdmr.v15i2.3313

COVID-19 and the Acceleration of Cashless Payments
type: item
description: The COVID-19 pandemic significantly accelerated the adoption of digital payment systems between 2020 and 2024, transforming cashless transactions from a convenience into a necessity. Concerns about virus transmission through physical currency encouraged the use of contactless technologies such as NFC cards, UPI, mobile wallets, and QR-code payments. Lockdowns and the rapid growth of e-commerce further expanded digital payment usage, attracting new users including elderly and rural populations. Supportive regulatory measures, such as increased contactless payment limits and reduced transaction fees, also facilitated this transition. While digital payments experienced substantial growth, particularly in micro-transactions and small businesses, challenges such as the digital divide and rising cybersecurity risks became more apparent. The study concludes that the pandemic created lasting changes in consumer behaviour and merchant infrastructure, making the move toward a cashless economy largely irreversible. It recommends that policymakers focus on ensuring digital payment systems remain inclusive, secure, and resilient in the future.
creator: Sneha Gaware
creator: Yash Choughule
creator: Sarthak Gandhi
creator: Abhishek Borude
creator: Atharva Bhogade
creator: Abhish Chaudhari
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-06-02
publication date: 2026-06-02
volume: 15
number: 2
starting page: 351
ending page: 357
doi: 10.65521/ijrdmr.v15i2.3314

Influencer Marketing vs. Celebrity Endorsements: A Comparative Study on Consumer Behavior in the Digital Era
type: item
description: This study explores the impact of influencer marketing and celebrity endorsements in shaping consumer behavior in the advanced digital environment. With the rapid growth of social media platforms, content creators have become an important alternative to traditional celebrity endorsers. The important objective of this research is to compare how both types of endorsements influence consumer trust, brand perception, engagement, and purchase intention. The study follows a detailed research design and is based on first hand data collected through standardized questions from 122 respondents, primarily from younger, digitally active groups. The analysis reveals that celebrity endorsements are effective in creating brand awareness and enhancing brand image due to their popularity and wide reach. However, influencer marketing is found to be more impactful in building trust, relatability, and consumer engagement. The end results further indicate that buyer are more likely to consider suggestions from content creator when making purchase decisions, especially for products promoted on social media platforms. The study concludes that both influencers and celebrities play significant roles in marketing, but their effectiveness depends on the type of the product, target audience, and communication strategy. A balanced use of both methods can help organizations achieve better marketing outcomes in a competitive digital landscape.
creator: S. G. Gaware
creator: A. A. Rajput
creator: A. A. Ajankar
creator: A. V. Bhusare
creator: S. Yerche
creator: P.R. Pardeshi
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-06-02
publication date: 2026-06-02
volume: 15
number: 2
starting page: 358
ending page: 362
doi: 10.65521/ijrdmr.v15i2.3315

Market Competition in India's SUV Sector: Trends and Consumer Preferences
type: item
description: The project titled “Market Competition in India’s SUV Sector: Trends and Consumer Preferences” aims to analysis the rapidly expanding SUV segment in the Indian automotive market. It investigates how evolving lifestyles, increasing incomes, and consumer expectations have fuel the demand for SUVs compared to other vehicle types. The study identifies major market contributors such as Tata Motors, Mahindra, Hyundai, Kia, and Maruti Suzuki, along with their competitive tactics, pricing strategies, design innovations, technological advancements, and marketing methods. It further examines consumer inclinations regarding features such as fuel efficiency, safety, comfort, brand reputation, and after-sales support. In this research, primary data was gathered through an online survey developed using Google Forms. A total of 113 valid responses were collected from participants concerning their preferences and views on the SUV segment in the Indian market.
creator: S.A. Buche
creator: A. Kulkarni
creator: A. Gadage
creator: A. Kul
creator: S. Kshirsagar
creator: K. Chahande
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-06-02
publication date: 2026-06-02
volume: 15
number: 2
starting page: 363
ending page: 370
doi: 10.65521/ijrdmr.v15i2.3316

Investor Attitudes Toward Green and ESG Mutual Funds in India
type: item
description: This research analyzes how investors in India perceive Green and ESG mutual funds, with a focus on their awareness and investment intent. The study is based on primary data collected from 100 respondents and uses descriptive statistics along with graphical tools to understand patterns in investor behavior. The results indicate that, although investors are somewhat aware of ESG concepts, this awareness does not always translate into actual investment decisions. A clear gap exists between understanding and action, mainly due to concerns about risk and lack of trust. The study highlights the need to reduce these barriers to encourage greater participation in ESG investments.
creator: Sai Uttam Ubhe
creator: Ashwini Chavan
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-06-02
publication date: 2026-06-02
volume: 15
number: 2
starting page: 371
ending page: 373
doi: 10.65521/ijrdmr.v15i2.3318

Impact Of Viral Marketing on Brand Awareness
type: item
description: Viral marketing has emerged as a powerful digital strategy that leverages social networks to rapidly spread promotional messages. This research paper examines the impact of viral marketing on brand awareness, highlighting its effectiveness in reaching large audiences at low cost. The study reviews existing literature and findings from empirical research to understand how viral content influences consumer perception and brand recognition. The results indicate that viral marketing significantly enhances brand awareness through engagement, sharing behavior, and social media exposure. In today’s highly digitalized world, viral marketing has become one of the most influential strategies for promoting brands. This research paper explores the impact of viral marketing on brand awareness, focusing on how digital platforms enable rapid dissemination of marketing messages. The study analyses theoretical frameworks, empirical findings, and real-world case studies to understand how viral campaigns affect consumer behavior and brand perception. The findings reveal that viral marketing significantly enhances brand awareness through user engagement, emotional appeal, and social sharing. However, the effectiveness of viral marketing depends on content quality, platform selection, and audience responsiveness. Viral marketing has become a dominant force in digital communication, enabling brands to achieve rapid visibility through consumer-driven sharing. This paper provides a comprehensive analysis of how viral marketing influences brand awareness, incorporating theoretical models, psychological drivers, performance metrics, and real-world case studies. The study finds that viral marketing enhances brand awareness through emotional engagement, social proof, and network effects. However, its unpredictable nature and potential for negative backlash require careful strategic planning. The paper concludes that viral marketing is a highly effective but complex tool in modern brand managem…
creator: Abhilash Pal
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-06-17
publication date: 2026-06-17
volume: 15
number: 2
starting page: 374
ending page: 382

The Treaty of Amritsar (1809): A Turning Point in the Reign of Maharaja Ranjit Singh and British-Sikh Relations
type: item
description: The Treaty of Amritsar (1809) was a historic peace that was signed between the British East India Company and the Sikh Empire, under the leadership of the founder of the Sikh empire Maharaja Ranjit Singh. This treaty was signed on 25 April 1809, and involved the Sutlej River as the border for the British and the Sikh Empire. This was a pivotal occasion in the political trajectory of North India and played a pivotal role in the future trajectory of British-Sikh relations. The study will discuss the historical background and conditions of the signing of the treaty, the key clauses, and the political, military and diplomatic implications of the treaty. The study delves into the emergence of Maharaja Ranjit Singh and how he successfully unified Punjab under a single rule in the midst of political disintegration following the decline of Mughal rule. It examines the concerns of the British East India Company about the rise of Ranjit Singh's power in the states to the south of the Sutlej and the wider strategic implications of British imperial expansion and the events of the Napoleonic Wars. The study also explores the negotiations that led up to the Treaty of Amritsar and the objectives of both the British and the Nawab. The paper suggests that the treaty limited Ranjit Singh's expansion to the east, but at the same time it guaranteed British recognition of his sovereignty over Punjab and allowed him to expand to the west and northwest. As a result, the treaty helped the Sikh Empire to be consolidated and strengthened. The agreement was advantageous for the British in terms of the creation of a firm boundary, safeguarding the Cis-Sutlej states and fortifying their strategic position in northern India. The study is a pragmatic compromise between the two sides, not a one-sided colonial triumph or a British success. It became important because of its influence in political arena, in the maintenance of peace between the Sikh Empire and the British during the era of Ranjit Sin…
creator: Balraj Singh
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-06-26
publication date: 2026-06-26
volume: 15
number: 2
starting page: 383
ending page: 387

Digital Learning Platforms and Student Engagement: A Conceptual Study in Higher Education
type: item
description: The rapid advancement of digital technologies has transformed higher education by introducing innovative digital learning platforms that support flexible, interactive, and student-centered learning. Platforms such as Learning Management Systems (LMS), virtual classrooms, mobile learning applications, artificial intelligence (AI), and learning analytics have become essential components of contemporary educational practices. While previous studies have extensively examined the effectiveness of individual digital technologies, there remains a need for a comprehensive conceptual understanding of how multiple technological, pedagogical, institutional, and learner-related factors collectively influence student engagement. This conceptual study synthesizes recent scholarly literature to develop an integrated framework explaining the relationship between digital learning platforms and student engagement in higher education. The proposed framework identifies four major enabling factors technological infrastructure and accessibility, pedagogical integration and instructor role, student characteristics and engagement, and motivation and psychosocial factors that collectively influence behavioural, emotional, and cognitive engagement. The framework further illustrates how enhanced student engagement contributes to improved academic achievement, learning satisfaction, skill development, and student retention through continuous feedback mechanisms supported by learning analytics. The review highlights that the successful implementation of digital learning platforms depends not only on technological availability but also on effective pedagogy, institutional readiness, digital literacy, instructor competence, and learner motivation. Despite significant progress in digital education, challenges such as the digital divide, inadequate infrastructure, privacy concerns, faculty preparedness, and unequal technological access continue to limit educational effectiveness. The study contribu…
creator: P. Senthil
creator: Shantanu Kumar Sahu
creator: Abhishek Bose
creator: Nangku Saring
creator: Swarnlata Panchal
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-06-29
publication date: 2026-06-29
volume: 15
number: 2
starting page: 388
ending page: 400

Transforming Student Education Through Digital Teaching Platforms: A Conceptual Perspective
type: item
description: The rapid advancement of digital technologies has transformed the educational landscape by shifting traditional classroom instruction toward technology-enabled, learner-centered education. Digital teaching platforms have emerged as strategic educational tools that facilitate flexible learning, personalized instruction, collaborative engagement, and continuous assessment. This conceptual paper examines the transformative role of digital teaching platforms in enhancing student education by synthesizing recent scholarly literature on digital pedagogy, educational technology, and digital transformation in higher education. The study reviews conceptual and empirical literature to identify key dimensions of digital teaching platforms, including accessibility, pedagogical innovation, personalized learning, competency-based education, collaborative knowledge creation, and technology-enabled assessment. It proposes an integrated conceptual model demonstrating how institutional readiness, educator competencies, technological resources, and student characteristics influence successful implementation, while highlighting the contributions of LMS, artificial intelligence, cloud computing, learning analytics, and virtual learning environments, alongside challenges such as digital inequality, infrastructure limitations, cybersecurity concerns, and resistance to pedagogical change.The findings suggest that the successful transformation of education requires more than technological adoption; it demands a holistic integration of technology, pedagogy, institutional support, and policy interventions. Furthermore, digital teaching platforms are shown to foster higher-order thinking, learner autonomy, collaborative learning, and evidence-based educational decision-making through continuous assessment and learning analytics. The paper contributes to the growing body of knowledge by providing a comprehensive conceptual perspective that integrates technological, pedagogical, and institutiona…
creator: S. Mahalakshmi
creator: Neethu Santheesh
creator: Nagaratna Renakigoudar
creator: Anju Yadav
creator: Monika Tayade
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-06-29
publication date: 2026-06-29
volume: 15
number: 2
starting page: 401
ending page: 412

From Awareness to Action in Industry 5.0: A Qualitative Case-Based Study on the Influence of POSH Training on Workplace Behaviour
type: item
description: With the increasing focus on a human-centric and ethical work culture under Industry 5.0, organizations are now focusing on preventive measures against workplace misconduct. The Prevention of Sexual Harassment (POSH) Act, 2013, has made it a mandatory requirement to conduct regular awareness and sensitization programs. However, it is an interesting aspect of study to understand the effectiveness of such programs in bringing a behavioural change over a period of time. This study has used a research methodology to understand the impact of POSH training on workplace behaviour, using a qualitative and case study-based research design. The data has been collected on three different fronts: a detailed analysis of POSH cases in the workplace, feedback from postgraduate students between the ages of 20 and 24 years who attended POSH awareness programs, and interviews with certified POSH trainers. From the study, it has been observed that POSH training has a significant impact on raising awareness and sensitization levels and boosting confidence among participants. Additionally, certain challenges have also been observed during the study. The study highlights the importance of continuous, experiential and technology supported training models in conformity with the guiding principles of industry 5.0. The study offers important insights for HR professionals and policymakers who wish to establish viable POSH training models. The study recommends the inclusion of digital learning tools, regular refresher training, and participatory learning approaches to promote ethical workplace culture. In conclusion, in light of the above, it is emphasized that while POSH training is an effective tool in bridging the gap between awareness and action in terms of sensitivity, accountability, and compliance, its transformative power depends on how barriers are overcome through innovative, continuous, and technology-enabled interventions. By linking POSH training with Industry 5.0's emphasis on co…
creator: Aditi Shetty
creator: Disha Chadha
creator: Honey Thakkar
creator: Sanskriti Singh
creator: Deepanjali Gupta
creator: Shraddha Salunkhe
creator: Lalitha Pillai
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-06-30
publication date: 2026-06-30
volume: 15
number: 2
starting page: 413
ending page: 427

The Impact of Influencer Marketing Strategies on Consumer Buying Behaviour
type: item
description: This research paper explores how influencer marketing is changing and its effects on consumer behaviour and brand loyalty. Building on a comprehensive literature review, the study formulates and tests hypotheses about the strong impact of influencer marketing strategies on purchasing decisions and loyalty. Using a quantitative method, data were collected via a Likert-scale questionnaire from a diverse sample, and statistical analysis was used to assess the hypotheses. The findings provide solid evidence of influencer marketing's substantial effect on consumer preferences, buying behaviour, and brand loyalty. Additionally, the study offers detailed insights into the specific elements of influencer marketing that resonate with consumers, offering valuable guidance for marketing managers looking to enhance their strategies in the rapidly evolving digital landscape.
creator: Ananya Garg
creator: Rohan P. Dahivale
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-07-10
publication date: 2026-07-10
volume: 15
number: 2
starting page: 428
ending page: 433

Education 6.0: A Human-AI Co-Creation Framework for Future Higher Education
type: item
description: The rapid advancement of Artificial Intelligence (AI) has initiated a paradigm shift in higher education, necessitating the development of innovative educational models that integrate technological capabilities with human-centered values. While previous educational paradigms primarily focused on digital transformation and technology-enabled learning, the emergence of Education 6.0 advocates a collaborative ecosystem where humans and AI function as co-creators of knowledge, innovation, and problem-solving. This conceptual paper proposes a Human–AI Co-Creation Framework that redefines higher education by positioning AI as an intelligent collaborator rather than a replacement for educators and learners. Drawing on recent literature on Education 6.0, AI literacy, personalized learning, adaptive pedagogy, ethical AI, and intelligent educational systems, the framework integrates ten core dimensions supporting human-centered learning. It further incorporates the SCALE Framework and Cognitive Rhythm Theory to explain progressive AI integration and cognitive synchronization in education. The study emphasizes that effective implementation requires institutional readiness, robust digital infrastructure, faculty development, ethical governance, and responsible AI policies for sustainable educational transformation. The paper argues that Education 6.0 extends beyond technological adoption by fostering collaborative intelligence, innovation, and lifelong learning while preserving uniquely human capabilities such as creativity, empathy, ethical reasoning, and critical thinking. The proposed framework contributes to the emerging discourse on AI-enabled higher education by offering a comprehensive roadmap for educators, university administrators, policymakers, and researchers seeking to design intelligent, inclusive, ethical, and sustainable higher education systems capable of preparing graduates for the evolving demands of the AI-driven knowledge economy.
creator: K. Rama Krishna Baba
creator: Tuk Prasad Neupane
creator: Vinod Kumar Sahu
creator: Sucheta Panda
creator: Smruti Ranjan Rath
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-07-16
publication date: 2026-07-16
volume: 15
number: 2
starting page: 434
ending page: 446

Advancing Financial Inclusion Through Emerging Digital Technologies: A Conceptual Study
type: item
description: Financial inclusion has become a critical driver of sustainable economic development by enabling individuals and businesses to access affordable, secure, and efficient financial services. The rapid advancement of emerging digital technologies has significantly transformed the financial services landscape, creating new opportunities to overcome traditional barriers such as geographical isolation, high transaction costs, inadequate financial infrastructure, and limited access to formal banking systems. This conceptual study examines how emerging digital technologies advance financial inclusion through a synthesis of recent literature published between 2023 and 2026. It explores the roles of FinTech, digital payments, digital banking, artificial intelligence, blockchain, big data analytics, cloud computing, and digital identity systems in improving financial accessibility, efficiency, transparency, affordability, and customer empowerment. A conceptual framework is proposed linking these technologies to five dimensions of financial inclusion: access, usage, quality, affordability, and financial empowerment. The study emphasizes that effective implementation requires supportive regulations, robust digital infrastructure, financial literacy, cybersecurity, digital trust, and public–private collaboration. Although emerging digital technologies present enormous opportunities for inclusive growth, several challenges such as digital inequality, cybersecurity risks, data privacy concerns, regulatory uncertainty, and inadequate digital capabilities continue to hinder widespread adoption. The study concludes that an integrated digital financial ecosystem supported by technological innovation and sound governance can significantly accelerate financial inclusion while contributing to poverty reduction, social inclusion, economic resilience, and the achievement of the Sustainable Development Goals (SDGs). The findings provide valuable insights for policymakers, financial institutio…
creator: Divya H.
creator: Komala B.
creator: Prejilda K.
creator: Mr. Manjunath
creator: Jasmine Kaur
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-07-16
publication date: 2026-07-16
volume: 15
number: 2
starting page: 447
ending page: 460

Impact of Stress, Anxiety, and Self-Confidence on Sports Performance: An Empirical Study
type: item
description: Although Psychology preparation is a component that has been often neglected by athletes and coaches alike, studies have shown that mental readiness was felt to b the most significant statistical link with Olympics ranking. Athletes have frequently been quoted to state how the mental aspect is the most important part of one’s performance. As Arnold Palmer, a professional golfer suggested that the game is 90% psychological. “The total time spent by the golfer actually swinging and striking the ball during those 72 holes is approximately seven minutes and 30 seconds, leaving 15 hours, 52 minutes and 30 seconds of ‘thinking time”. Within the parameters of psychological aspects of athletic performance, it is interesting to note that more than 70 percent questions raised, discussed and debated at the international conferences and seminars on sport psychology pertain to anxiety and aggression as performance to the genre of emotions. They arise under varying sets of circumstances and form a sort of continuum but always moving upward. Their far-reaching consequences for the physical and mental health of the people in general and performing athletes in particular, are an open secret. Stresses result from non-fulfilment of needs; continued stresses create anxieties, and anxiety leads to tension. The residual effect of tension is felt, monitored and evaluated both physiologically and psychologically and is ultimately linked with psychosomatic disorders.
creator: Gopesh Kumar Singh
creator: Giraja Singh
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-07-18
publication date: 2026-07-18
volume: 15
number: 2
starting page: 461
ending page: 466

Digital Transformation of MSMEs: Driving Innovation, Enhancing Competitiveness, and Advancing Inclusive Economic Development- A Conceptual Study
type: item
description: Digital transformation has emerged as a critical pathway for Micro, Small, and Medium Enterprises (MSMEs) to respond to changing market conditions, technological developments, and increasing competitive pressures. This conceptual study examines how digital transformation can drive innovation, enhance competitiveness, and advance inclusive economic development among MSMEs. The study is based on a comprehensive review and synthesis of 39 relevant studies addressing digital technologies, MSME performance, innovation, competitiveness, digital inclusion, and sustainable development. The literature indicates that digital transformation extends beyond the adoption of individual technologies and involves the integration of digital tools into business processes, organizational capabilities, strategic decision-making, customer engagement, and business models. The review demonstrates that e-commerce, cloud computing, digital payments, automation, data analytics, and digital platforms enhance operational efficiency, market access, customer engagement, innovation, and competitiveness. Digital transformation also supports employment, income growth, financial inclusion, regional development, and sustainable economic growth. However, these benefits remain uneven due to digital literacy gaps, inadequate infrastructure, financial constraints, skill shortages, organizational resistance, and urban-rural disparities that limit effective technology adoption among businesses and communities. The proposed framework integrates technological, human, organizational, financial, infrastructural, and institutional factors, linking MSME digital transformation with innovation, competitiveness, and inclusive economic development. It concludes that coordinated digital capabilities, supportive policies, infrastructure, skills development, financing, and collaborative digital ecosystems are essential for transforming technological adoption into sustainable and inclusive MSME development.
creator: Vinod Kumar Sahu
creator: Neethu Satheesh
creator: Jasmine Kaur
creator: Tushar Dhiman
creator: Swarnlata Panchal
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-08-10
publication date: 2026-08-10
volume: 15
number: 2
starting page: 467
ending page: 478

Viksit Bharat 2047 Initiatives and the Transformative Role of Libraries: An Analytical Study of Amrit Peedhi, PM eVIDYA, SWAYAM, SWAYAM PRABHA, SIDH, DIKSHA, PMKVY 4.0 and PM-SETU
type: item
description: For Viksit Bharat 2047, instead of separate digital services, public education and skill services need to be integrated as public digital assets. This paper analyses Amrit Peedhi, PM eVIDYA, SWAYAM, SWAYAM PRABHA, Skill India Digital Hub (SIDH), DIKSHA, PMKVY 4.0, and PM-SETU and explores the roles of libraries as implementation intermediaries. From a quantitative, descriptive, and analytical standpoint, this study uses secondary data, UDISE+ school infrastructure data for 2022-2023 to 2024-2025, and PMKVY 4.0 data as provided by the States/UTs as of 9 January 2025. The Library-Enabled Digital Readiness Index (LEDRI) combines provision of school libraries/reading, digital libraries, pedagogical computers, and internet connectivity. A coding policy framework for the eight programs was conducted. From a national standpoint, the rapid increase in the availability of computers and internet services was not accompanied by an increase in digital libraries, which remained under 8 percent. PMKVY 4.0 recorded 2.81 million enrollments and 1.32 million certifications. Out of 34 jurisdictions, LEDRI and certification yield were positively correlated, r = .412, p = .015; and in a robust regression, had a positive coefficient, B = 3.52, p = .020. Causal claims are not possible due to mixed group tests and ecological constraints. The outcome of the study places libraries as trusted discovery and device centers, multilingual and accessible mediation, digital and AI literacy, supported study and credential navigation, and community referral centers. A 6-stage, library-led implementation cycle is also proposed. The study also aims to establish a targetable baseline for public policy, library funding, and program assessment through further research.
creator: Amandeep Kaur
creator: Ms. Mamta
creator: Sunil Kumar
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-08-13
publication date: 2026-08-13
volume: 15
number: 2
starting page: 479
ending page: 498

Speed Ability as A Key Determinant of Performance in Cricket and Hockey
type: item
description: Developing speed not only enhances sports performance but also contributes to overall fitness and a healthier lifestyle. Improvement of speed is firmly identified with strength advancement; basically, to advancement of quick speed and receptive strength. To have the option to play out a given engine task (engine capacity), the competitor should apply strength as quick as could really be expected. The current examination is about the correlation of the speed capacity among cricket and hockey players in Chandrapur area. The players were arbitrarily picked for the investigation, 20 cricket and 20 hockey players having age bunch 16-18 years. The information was collected and examined with the assistance of measurable techniques. The outcome and determination were finished up having a critical contrast in speed capacity between both the games. The members were tried on 50 meters run test to evaluate the speed among cricket and hockey players. The above paper studies the speed ability between cricket and hockey players. Regular exercise and active work advance solid muscles and bones. Remaining dynamic can likewise assist you with keeping a sound weight, decrease your danger for type 2 diabetes, coronary illness, and diminish your danger for certain diseases. Response speed is a capacity to respond to a given boost as quick as could be expected.
creator: Ghanshyam L. Makkasare
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nd/4.0
license: https://creativecommons.org/licenses/by-nd/4.0
date: 2026-09-07
publication date: 2026-09-07
volume: 15
number: 2
starting page: 499
ending page: 503