Volume 15

Summer Volume 15

Cultural Values and Their Impact on Brand Perception in Emerging Markets

Cultural Values and Their Impact on Brand Perception in Emerging Markets Abstract The increasing importance of emerging markets in the global economy has intensified scholarly and managerial interest in understanding consumer behavior across diverse cultural contexts. While economic growth, urbanization, and technological advancement have transformed consumer markets in countries such as India, China, Brazil, Indonesia, […]

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Summer Volume 15

Emotions, Identity, and Consumption: A Study of Symbolic Consumer Behaviour

Emotions, Identity, and Consumption: A Study of Symbolic Consumer Behaviour Abstract Consumer behaviour in contemporary markets extends far beyond the acquisition of products for functional purposes. Increasingly, consumers engage with brands, products, and services as symbolic resources that help them express emotions, construct identities, and communicate social meanings. The growing influence of media, globalization, and […]

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Summer Volume 15

Influencer Credibility vs. Relatability: What Drives Consumer Trust?

Influencer Credibility vs. Relatability: What Drives Consumer Trust? Abstract In the dynamic digital marketing environment, influencer marketing has become a vital force in determining consumer behavior and influencing buying decisions. The crux of its success, however, lies in the idea of consumer trust, which has two important determinants: influencer credibility and relatability. Although credibility encompasses […]

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Summer Volume 15

Innovative Management Through Artificial Intelligence

Innovative Management Through Artificial Intelligence Abstract Artificial Intelligence has really revolutionized the panorama of management. By harnessing the energy of information evaluation and automation, it streamlines tasks, complements decision-making, and predicts upcoming tendencies. This now no longer only outcomes in price, financial savings but also lets in for the personalization of client experiences, fostering loyalty […]

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Summer Volume 15

Organizational Resilience and Crisis Management Capabilities: A Conceptual and Strategic Analysis

Organizational Resilience and Crisis Management Capabilities: A Conceptual and Strategic Analysis Abstract In the face of an ever more volatile and uncertain business environment, organizations face a broad range of disruptions such as economic crises, technological breakdowns, pandemics, and geopolitical issues. Organizational resilience and crisis management capabilities have become key factors in determining organizational survival, […]

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Volume 15 Winter

The Role of Social Media Analytics in Assessing the Effectiveness of Sustainability Initiatives

The Role of Social Media Analytics in Assessing the Effectiveness of Sustainability Initiatives Abstract In the last few years, digital marketing has played an important role. These days, companies relate to consumers on online platforms with the help of digital marketing. Businesses relate to consumers through a new medium, i.e., social media, as many consumers […]

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Summer Volume 15

The Psychology of Short-Form Video Marketing on Consumer Behaviour

The Psychology of Short-Form Video Marketing on Consumer Behaviour Abstract The emergence of short-form videos has changed the entire dynamics of marketing in digital media by changing the way brands interact with their customers. Video platforms like TikTok, Instagram Reels, and YouTube Shorts have created whole new models of customer engagement using mechanisms like attention […]

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Volume 15 Winter

The Transformative Role of Financial Technology in Global Finance: Efficiency, Inclusion, & Regulation

The Transformative Role of Financial Technology in Global Finance: Efficiency, Inclusion, & Regulation Abstract The rapid growth of financial technology (FinTech) applications has significantly transformed personal financial management (PFM) practices. FinTech apps offer tools for budgeting, saving, investing, bill payments, and financial planning, thereby enhancing financial decision-making among individuals. This empirical study examines the role […]

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Volume 15 Winter

Impact of Advertising Media on Sales Using Linear Regression Analysis

Impact of Advertising Media on Sales Using Linear Regression Analysis Abstract Advertising plays a crucial role in influencing customer purchasing behaviour and enhancing overall business revenue. This study examines the relationship between advertising expenditure across three major media channels—TV, Radio, and Newspaper—and product sales using a supervised machine learning approach. A linear regression model is […]

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Volume 15 Winter

Structural Reforms in India in 2025: A Policy Landscape and Economic Impact Analysis

Structural Reforms in India in 2025: A Policy Landscape and Economic Impact Analysis Abstract The year 2025 marked a pivotal phase in India’s structural reform journey as the government implemented far-reaching reforms to deregulate key sectors, modernise tax regimes, optimise labour markets, and enhance economic governance. This conceptual paper examines the major structural reforms introduced […]

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