The Canadian Journal of Marketing Research (CJMR) is a peer-reviewed academic journal dedicated to advancing the understanding and application of marketing research methods and practices. Founded by the Professional Marketing Research Society, the journal serves as a bridge between theory and practice—bringing together scholars, practitioners, and industry leaders to share innovative insights, data-driven strategies, and emerging methodologies that shape the marketing research landscape in Canada and beyond.
The Effectiveness of Technology Adoption among the Customers of Cholamandalam Investment & Finance Company Limited in Jharkhand: An Empirical Assessment
The massive usage of digital techniques has changed the way financial services are being operated, mainly with making services available faster, increasing the company's efficiency, and keeping the customers interested. This work explores to what extent customers of Cholamandalam Investment & Finance Company Limited (CIFCL) have embraced technology in Jharkhand, India by examining their adoption of digital financial technologies besides assessing how effectively these technologies help the customers get their financial services delivered. For this reason, a quantitative research approach was chosen. It involved use of structured questionnaires that were passed to CIFCL customers at random branches in Jharkhand. This study draws on UTAUT (Venkatesh et al, 2003) and TAM (Davis, 1989) to analyze why customers choose one technology or another. Descriptive and inferential statistical methods were First and foremost used to process these data so that customer perceptions of tech's ease-of-use availability trustworthiness, safety, and overall effectiveness were revealed. Majorly, the results reveal that most customers are quite happy with CIFCL's digital financial services, mostly the mobile application and digital payment system, online loan processing, and customer support. These tools allow customers to get things done much quicker, efficient and still enjoy a high level of service accessibility. But, it can be still said that there are issues for digital literacy cybersecurity internet connection and technological infrastructure that are the reason why these technologies haven't been utilized effectively in particular by those in rural areas. In sum, the paper states that the key to making customers trust digital transactions lies in improving digital literacy of customers by creating awareness, increasing the level of cybersecurity practices, and upgrading technological infrastructure in India's NBFC sector which would encourage financial inclusion.
Technology Adoption; Digital Financial Services; Unified Theory of Acceptance and Use of Technology (UTAUT); Technology Acceptance Model (TAM); Non-Banking Financial Companies (NBFCs); Financial Inclusion.
Copyright (c) 2026 Canadian Journal of Marketing Research https://creativecommons.org/licenses/by-nd/4.0
Pilgrimage Tourism Centres of the Kumbakonam Region, Tamil Nadu: A Multifaith Sacred Landscape
Kumbakonam, located in the Thanjavur district of Tamil Nadu, represents one of South India’s most significant pilgrimage tourism destinations due to its dense concentration of Saivite, Vaishnava, Navagraha, and Divya Desam temples, along with Christian and Islamic religious institutions. The town is mythologically associated with the Mahamaham festival, a pan-Indian sacred bathing event held once every twelve years, which situates Kumbakonam within a broader sacred geography comparable to the Kumbh Mela tradition. This study aims to systematically document and analyse the pilgrimage tourism resources of the Kumbakonam region, including temples within the town and those located within a 15-kilometre radius, while also highlighting its multifaith character and associated cultural heritage resources. Using a descriptive and analytical research design based on secondary sources, the article evaluates the religious, cultural, and tourism significance of these pilgrimage centres and discusses their potential contribution to sustainable regional development. The findings underline Kumbakonam’s role as an integrated pilgrimage hub where mythology, ritual practice, architecture, and living traditions converge.
Pilgrimage tourism; Kumbakonam; Mahamaham festival; Saivite temples; Vaishnava temples; Navagraha; Divya Desams; multifaith heritage; Tamil Nadu.
From Stress to Strength: Examining the Role of Psychological Capital in Sustainable Work-Life Quality Among Higher Education Faculty
Purpose: The institutional, technological and performance-related changes being experienced by the higher education sector have never been as high, which adds further pressure to the jobs and jeopardizes the long-term health and status of the faculty members against its sustainability. This paper utilizes the Psychological Capital (PsyCap) of Psychological Capital as a personal resource that is vital in reducing job-related stress and promoting sustainable work-life quality based on preliminary assumptions of the Positive Organization Behaviour and Conservative resources (COR) theory. Design/methodology/approach: Partial Least Squares Structural Equation Modelling (PLS-SEM) was used to assess direct and mediating variables using survey data of 182 full-time faculty members of government and non-government and autonomous higher education institutions in India. Findings: The results indicate that PsyCap significantly reduces job stress and positively influences sustainable work–life quality. Job stress has a pernicious effect on sustainable work-life quality and mediates the correlation between PsyCap and sustainable work-life quality to some extent. The model accounts 18 and 46 percent of the variation in job stress and sustainable work life quality respectively. Implications: Theoretically, the research is a continuation of PsyCap research because it shows that it has a buffering and resource-sustaining effect on maintaining long-term work-life quality in a high-demand academic environment. Implications in the practical aspects of faculty development, institutional policy and mental health interventions are addressed. Originality/Value: The choices of defining sustainability in terms of psychological endurance and adaptive capacity as opposed to episodic balance make the study add to an emerging discussion on human sustainability of higher education systems that are being reformed continuously.
Psychological Capital; Job Stress; Sustainable Work–Life Quality; Higher Education Faculty; Conservation of Resources; India.
Holistic and Adaptive Online Customer Experience (HAOCX) Model: A Bibliometric and TCCM-Based Analysis (2006–2025)
This study aims to unify the evolving paradigm of customer experience (CX) in the context of online shopping by synthesising the fragmented research fields and proposing a comprehensive model integrating the technological, psychological, social, and experiential factors to explain the customers’ behavioural intention and long-term relational outcomes in the digital commerce environment. 194 core articles from the Web of Science (WoS) database are filtered following the SPAR-4-SLR protocol. These Articles are analysed using a dual methodological approach. Initially, a bibliometric analysis provides a strong quantitative base by statistically mapping the productivity, trend, impact, and thematic structure of the research field using the tools of VOSviewer and R Studio Biblioshiny. Subsequently, the Theory-Context-Characteristics-Methodology (TCCM) framework offers analytical depth through structured qualitative evaluation of the existing literature. It reveals a prominent research gap underpinning the transition from traditional desktop e-commerce to an experiential and technology-immersive retail environment. The findings of the study propose a Holistic and Adaptive Online Customer Experience (HAOCX) model and offer a prediction using the simultaneous linear equations, ensuring that sustainable business success is the ultimate resultant outcome of holistic and adaptive CX that fosters customers’ trust, loyalty, and long-term brand advocacy. The valuable insights of the study suggest that digital marketers and e-commerce firms should move beyond merely facilitating commercial transactions and enhance CX by integrating advanced technologies with customers’ emotional, social, and trust-building mechanisms for creating a personalised, engaging, and relationship-oriented digital environment.
Customer Experience, Online Shopping, Bibliometric Analysis, TCCM Framework, HAOCX model.
Analysis of Working Capital Management of Chamundeshwari Sugar Limited, Mandya, Karnataka
This paper studies working capital management practices at Sri Chamundeswari Sugars Limited, a sugar company headquartered in Karnataka, India. Analysis is based on recent financial statements for fiscal years 2022-23 and 2023-24. Efficiency of components of working capital such as inventories, receivables, payables and cash conversion cycles is evaluated and their effect on profitability is considered in light of a highly regulated industry facing big structural challenges. Results show that the company has greatly improved its net working capital position by reducing deficit from ₹172.167 crore to ₹177.921 crore. However, interest coverage ratio remains very low at 1.08 and operating profit margins have fallen from 1.60% to 0.97%. Persistent mismatch between price received for sugarcane (FRP) and minimum support price (MSP) of sugar at ₹31/kg since 2019 is identified as the main cause of stress on working capital. Despite generating strong operating cash flow of ₹882.522 crore in FY 2023-24, high leverage (Debt to Equity ratio of 2.57) and rising input costs continue to limit profitability. This research contributes empirical evidence on working capital management in sugar processing and offers policy recommendations including revision of MSP to ₹36 to 40 per kg and realigning ethanol prices to ensure sustainability of this sector and safeguard livelihoods of farmers.
Working Capital Management, Sugar Industry, Liquidity, Profitability, Misalignment of Cost and Price.
Impact of Big Data Management on Marketing, Human Resource, and Finance Operations: An Empirical Study of Organizations in India
Big data has emerged as a strategic organizational asset, reshaping the manner in which functional units generate, process, and act upon information. This study empirically examines the impact of big data management (BDM) practices on three core organizational functions — marketing, human resource (HR) management, and finance operations — within Indian organizations. Using a structured questionnaire, primary data were collected from 248 managerial and executive-level respondents drawn from marketing, HR, and finance departments of mid- to large-sized organizations operating across manufacturing, IT/ITES, banking and financial services, and retail sectors. The instrument measured big data management practices (data acquisition, data quality and governance, analytics capability, and data-driven decision culture) and functional performance outcomes (marketing performance, HR effectiveness, and financial operations efficiency) on validated five-point Likert scales. Reliability of the constructs was confirmed through Cronbach's alpha (ranging from 0.81 to 0.87), and construct relationships were tested using Pearson correlation and multiple/simple linear regression analysis. The results indicate that big data management practices exert a statistically significant and positive influence on marketing performance (β = 0.58, R² = 0.38, p < .001), HR effectiveness (β = 0.54, R² = 0.34, p < .001), and financial operations efficiency (β = 0.62, R² = 0.45, p < .001). Among the three functions, finance operations exhibited the strongest sensitivity to big data management practices, followed by marketing and HR. The findings offer empirical evidence that investment in data governance, analytics infrastructure, and a data-driven decision-making culture translates into measurable functional performance gains, and the study concludes with theoretical contributions, managerial implications, limitations, and directions for future research.
Big data management; marketing performance; human resource effectiveness; financial operations; data-driven decision-making; empirical study; India.
Green Marketing Practices and Green Purchase Intentions: Examining the Mediating Role of Consumer Attitudes among Indian Consumers
The above-mentioned environmental sustainability factors had an impact on the business strategy in relation to the process of the production and marketing of the product. Eco-marketing is a kind of business strategy which impacts environmentally sustainable production and consumption of the product. Even though the sustainable development has become quite crucial nowadays, the relationship between the eco-marketing strategy and consumers' purchasing intention in regard to developing countries such as India may be described as ambivalent. Hence, the objective of the present research paper is to explore the influence of eco-marketing of the company on the purchasing intention of the consumers in regards to the eco-product considering the consumer attitudes to the product. The theoretical framework of the current research paper was based on TPB theory and S-O-R model. Such approach makes it possible to analyze the attitude of the consumers to the eco-product via eco-marketing and the purchase of environmentally sustainable products. The research was carried out in quantitative terms using 500 Indian consumers via SEM.
Green Marketing Practices, Consumer Attitudes, Green Purchase Intentions, Structural Equation Modeling, Sustainable Consumption, India.
A Study of Consumer Perception and Awareness Towards Online Shopping of Beauty Products for Women
The current paper explores the consumer behavior and awareness of online purchase of beauty products in women. It discusses, among other things, issues affecting purchasing decisions, including product quality, brand awareness, and convenience, and obstacles to online shopping, including concerns about authenticity and delivery problems. The sample was comprised of 300 women who were surveyed online, and the results showed that although the majority of females think online beauty products tend to be of good quality, a considerable percentage of women had strong concerns on product authenticity and poor experiences. Awareness of the brand was instrumental in the buying behavior where social media and online reviews were the most dominant sources of information. Most purchase decisions were determined to rely on convenience, product reviews, and competitive prices with obstacles including delayed deliveries, problems with returns and the unavailability of physical testing to determine the feasibility of online shopping being a limiting factor to some women. The payment security was very high, and the fear of fake products and the quality of customer attention was common. The research recommends an emphasis of e-commerce platform on increasing transparency, solving barriers, and building consumer confidence in an attempt to enhance the whole online experience of beauty shopping.
online shopping, beauty products, consumer perception, brand awareness, purchase decision, barriers, trust and security, e-commerce.
Impact of Social Media Influencer Credibility on Purchase Intention for Personal Care Products: The Mediating Effect of Consumer Attitude
With the growing dominance of digital marketing, social media influencers are indispensable in shaping consumer behavioural intention, specifically in the personal care fast-moving consumer goods (FMCG) sector. Personal grooming has gained popularity among both males and females, leading to increased use of skincare, haircare, oral care, and related products. To expand market reach, companies are partnering with influential experts, and consumers are turning to social media to get insights into market trends and product information. Social media influencers connect with their audience through content creation, which extensively impacts followers' perceptions, attitudes, and behaviors towards products. The study investigates the impact of influencer credibility on consumer behavioural intention for personal care products by analyzing the mediating effect of consumer attitude. The factors of influencer source credibility (trustworthiness, expertise, and attractiveness) provide an understanding of consumer buying behavior in Uttar Pradesh, India. The research implements a quantitative approach, and data were gathered through a structured questionnaire. Purposive sampling method was selected to gather data from 200 social media users aged 15 to 45 years. The collected data were analyzed using PLS-SEM through SmartPLS 4. The finding exhibits a significant association between consumer attitudes and purchase intentions (B = 0.492, P = 0.000). Moreover, trustworthiness significantly influenced consumer attitude, followed by attractiveness, with no influence of expertise. Additionally, trustworthiness significantly influenced consumer purchase intention, followed by expertise and attractiveness. The findings provide insightful strategies for companies and marketers seeking to partner with credible experts who can matched with their values and products. Moreover, the findings provide insights for influencers regarding the importance of their credibility and how they can effectively influence consumer decisions.
Social Media Influencers, Source Credibility, Consumer Attitude, Purchase Intention, Personal Care Product.
Role of Artificial Intelligence (AI) in Enhancing Impact Investing: A Review of Literature
Impact Investing involves investments that generate both financial returns and positive social or environmental impact. Impact Investing has become a vital strategy in the financial industry due to its role in assisting in solving global challenges and promoting sustainability in every aspect of life. This strategy is now using Artificial Intelligence (AI), which is a “technology that enables computers and machines to stimulate human learning, problem solving, and other related activities”. This integration of AI and Impact Investing is changing the impact investing industry. Due to this fact, there is a need for measures to be put in place to address the challenges associated with it to make it sustainable. Therefore, the review helped to obtain a unified data on the benefits, risks, ethical considerations, and risk mitigation and regulation for policy makers and other stakeholders to put together measures in place for improvement and sustainability of the integration. The review employed the five-stage method by Cooper to synthesize the literature on benefits, risks, and ethical issues, as well as risk mitigation and regulation, related to Impact Investing and the integration of Artificial Intelligence.
Impact Investing , Artificial Intelligence Integration , AI Benefit , AI Risk.
Role of Online Trust and Social Media in Influencing Consumers' Online Fmcg Buying Intention and Buying Behaviour
The rapid growth of e-commerce and digital technologies has transformed consumers' purchasing patterns, particularly in the Fast-Moving Consumer Goods (FMCG) sector. This study examines the factors influencing Online FMCG Product Buying Intention and Online FMCG Product Buying Behaviour. The research investigates the effects of Raises Awareness, Online Trust, Facilitating Conditions, Social Media and Influencers, and Price and Offers on consumers' online purchasing decisions using Structural Equation Modelling (SEM).Primary data were collected from 200 respondents through a structured questionnaire. The collected data were analysed using descriptive statistics and SEM to examine the direct relationships between the study variables. The findings reveal that Raises Awareness, Online Trust, Social Media and Influencers, and Price and Offers have a significant positive influence on Online FMCG Product Buying Intention, whereas Facilitating Conditions do not have a significant effect. Among the significant predictors, Online Trust and Price and Offers emerged as the strongest determinants of purchase intention. However, none of the five exogenous variables exhibited a significant direct influence on Online FMCG Product Buying Behaviour, indicating that these factors primarily shape consumers' purchase intentions rather than their actual buying behaviour.
Online Trust, Social Media and Influencers, and Price and Offers.
Service quality's role in the customer digital banking adoption process with special reference to Thiruvarur
This study examines the factors influencing customer satisfaction, trust, and preference toward digital banking services. Data were collected from digital banking users through a structured questionnaire and analyzed using Structural Equation Modeling (SEM) with AMOS. The findings reveal that Service Quality, System Quality, and Facilitating Conditions significantly enhance Customer Satisfaction, while Service Quality positively influences Customer Trust. Trust was found to have a significant positive effect on Preference toward Digital Banking Services. However, Trust, Perceived Risk, and Customer Experience did not significantly affect Customer Satisfaction, and Customer Satisfaction did not significantly influence customer preference. The study concludes that improving service quality, system performance, and customer trust is essential for increasing the adoption and preference of digital banking services.
Digital Banking Services, Customer Satisfaction, Customer Trust, Service Quality, System Quality, Facilitating Conditions, Customer Preference, SEM.
An Analytical Study of Corporate Insolvency Resolution Procedure in India with Special Reference to Cross-Border Insolvency Issues
The Insolvency and Bankruptcy Code, 2016 has significantly reformed India’s insolvency framework by introducing a time-bound and creditor-driven Corporate Insolvency Resolution Process (CIRP). However, with increasing globalization and cross-border commercial activities, insolvency proceedings frequently involve assets, creditors, and stakeholders located in multiple jurisdictions. This paper undertakes an analytical study of the corporate insolvency resolution mechanism in India with particular emphasis on cross-border insolvency issues and the limitations of the existing legal framework. The study critically examines the provisions relating to cross-border insolvency under Sections 234 and 235 of the Code and evaluates their effectiveness in addressing transnational insolvency disputes. It further analyses judicial developments and practical challenges in dealing with foreign creditors, recognition of foreign proceedings, and coordination between domestic and international jurisdictions. The absence of a comprehensive legal framework for cross-border insolvency in India creates uncertainty and procedural inefficiencies, thereby affecting investor confidence and the overall effectiveness of the insolvency regime. The paper also undertakes a comparative analysis with international standards, particularly the UNCITRAL Model Law on Cross-Border Insolvency, which has been adopted by several jurisdictions to facilitate cooperation and coordination in cross-border insolvency cases. The study highlights the gaps in the Indian framework and the need for adopting globally recognized principles to ensure effective resolution of transnational insolvency matters. The paper concludes by proposing policy recommendations for strengthening India’s cross-border insolvency framework, including the adoption of the UNCITRAL Model Law, enhancement of institutional capacity, and development of mechanisms for international cooperation. These reforms are essential to align India’s insolvency regime with global best practices and to address the complexities arising from cross-border insolvency in an increasingly interconnected global economy.
Corporate Insolvency Resolution Process; Cross-Border Insolvency; Insolvency and Bankruptcy Code, 2016; UNCITRAL Model Law; Foreign Creditors; Transnational Insolvency; NCLT; International Insolvency Framework.
Digital Payment Adoption and Consumer Confidence in Online Transactions
Digital payment systems have changed the way financial transactions are made across the world, especially in developing countries. But adoption is heavily influenced by consumer confidence, the perceived security, trust and ease of use. The study investigates the link between adoption of digital payment and consumer confidence in online transaction using an experimental empirical survey-based methodology. Data of 200 respondents were analysed using descriptive statistics, correlation analysis and regression modelling. The results show that trust, perceived security and perceived usefulness significantly influence the adoption intention. This study provides insights for policy makers, fintech companies and banking institutions to build user confidence and promote cashless ecosystems.
Digital Payments, Consumer Confidence, Trust, Online Transactions, UPI, FinTech Adoption, Security Perception.
Artificial Intelligence Adoption In Banking Services: A Study On Customer Awareness, Trust, And Usage Behavior In Mandsaur District Of Madhya Pradesh
Artificial Intelligence (AI) has become a transformative technology in the banking sector by enabling intelligent customer services, automated decision-making, fraud detection, personalized financial solutions, and enhanced operational efficiency. The rapid expansion of digital banking services has increased the integration of AI-based applications; however, customer awareness, trust, and acceptance toward these technologies differ across geographical and demographic groups. This study aims to examine the level of customer awareness, trust, and usage behavior toward AI-enabled banking services among customers in Mandsaur District of Madhya Pradesh. A quantitative research approach is adopted using a structured questionnaire to collect primary data from banking customers. The study analyzes key factors influencing AI adoption, including perceived usefulness, ease of use, security and privacy concerns, technological awareness, and customer trust. Statistical methods such as descriptive analysis, reliability testing, correlation analysis, regression analysis, and hypothesis testing are applied to evaluate the factors affecting AI banking adoption behavior. The findings indicate that customer awareness, perceived usefulness, and trust significantly influence AI banking adoption behavior. However, security and privacy concerns remain important barriers affecting customer acceptance. The study highlights the need for improving customer awareness, strengthening transparency, enhancing security measures, and building confidence for successful implementation of AI-driven banking services.
Artificial Intelligence, Banking Services, Customer Awareness, Customer Trust, AI Adoption, Usage Behavior, Digital Banking.
From Influence to Commitment: A Conceptual Framework of Digital Influencer Strategies, Customer Engagement and Brand Commitment
The rapid growth of social media has positioned digital influencers as powerful agents in shaping consumer behaviour and brand relationships. This conceptual study proposes an integrated framework that examines the influence of digital influencer strategies on brand commitment through the mediating role of customer engagement. Drawing upon Source Credibility Theory, Social Influence Theory, Consumer–Brand Relationship Theory and the Elaboration Likelihood Model, the framework identifies key dimensions of digital influencer strategies credibility, authenticity, expertise, attractiveness, content quality and influencer-brand fit as critical antecedents of customer engagement. Customer engagement, encompassing cognitive, emotional and behavioural dimensions, serves as a vital psychological mechanism that transforms influencer-driven interactions into long-term brand commitment. The proposed model advances existing literature by shifting focus from short-term outcomes such as purchase intention to sustainable relational outcomes, particularly in emerging markets like India. The study offers significant managerial implications for strategic influencer selection, authentic content creation, engagement-driven campaigns, long-term partnerships and brand community development. Future research directions include comparative industry studies, investigations of micro- versus macro-influencers, virtual influencer marketing, cross-cultural analyses and longitudinal examinations of brand commitment. This conceptual framework provides both theoretical advancement and practical guidance for leveraging digital influencer strategies to foster enduring consumer-brand relationships in the evolving social media landscape.
Digital influencer strategies, customer engagement, brand commitment, influencer marketing.
Unpacking Psychological Communication: Differential Effects on Task, Adaptive, and Contextual Performance in Higher Education Institutions
Effective communication plays a crucial role in enhancing employee performance, particularly in knowledge-intensive environments such as higher education institutions. While previous studies have examined the relationship between communication and employee outcomes, limited research has explored the influence of psychological communication on different dimensions of faculty performance. This study investigates the impact of psychological communication on task performance, adaptive performance, and contextual performance among faculty members in higher education institutions. Grounded in Social Exchange Theory, the study proposes that supportive, transparent, and psychologically safe communication environments encourage positive employee behaviors and performance outcomes. A quantitative research design was adopted, and data were collected from 151 faculty members working in higher education institutions through a structured questionnaire. The study employed a cross-sectional approach, and the collected data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) through SmartPLS 4.0. Reliability, validity, and structural model assessments were conducted to evaluate the proposed relationships. The findings reveal that psychological communication has a significant positive effect on all three dimensions of performance. The strongest relationship was observed with contextual performance, followed by adaptive performance and task performance. The results indicate that supportive communication practices not only improve faculty members’ ability to perform their formal responsibilities but also enhance their adaptability and willingness to engage in discretionary behaviors that contribute to institutional effectiveness. The study contributes to the literature by extending understanding of psychological communication as a critical organizational resource and highlighting its differential effects on multiple performance dimensions. The findings offer practical implications for educational leaders seeking to foster supportive communication climates that enhance faculty effectiveness, collaboration, and organizational success.
Psychological Communication, Task Performance, Adaptive Performance, Contextual Performance, Higher Education Institutions, Faculty Performance, Social Exchange Theory.
Motives and Stimuli in Organic Cosmetics Purchases: Understanding the Consumer Behaviour Drivers
The global shift toward sustainable and health-conscious consumption has propelled organic cosmetics from a niche category into a mainstream segment of the beauty and personal care industry. Yet the behavioural mechanisms that translate consumer attitudes into actual purchase intention remain incompletely understood, particularly in emerging markets where organic cosmetics compete with well-established conventional brands on price, availability, and perceived efficacy. This study empirically examines the internal motives and external marketing stimuli that drive consumer purchase intention toward organic cosmetics, adopting a Stimulus-Organism-Response (S-O-R) framework. Primary data were collected from 200 respondents using a structured questionnaire measuring five motivational constructs (health consciousness, environmental concern, social influence, price sensitivity, and product quality perception) and four stimulus constructs (advertising exposure, packaging appeal, word of mouth, and in-store availability), together with purchase intention as the outcome variable. Reliability of the instrument was confirmed through Cronbach's alpha coefficients ranging from 0.785 to 0.843, with an overall alpha of 0.906. Multiple regression analysis revealed that the combined set of motives and stimuli explained 59.7 per cent of the variance in purchase intention (R² = 0.597, Adjusted R² = 0.578, F(9, 190) = 31.32, p < .001). Health consciousness, product quality perception, packaging appeal, word of mouth, environmental concern, and social influence emerged as significant positive predictors, while price sensitivity was a significant negative predictor of purchase intention. Independent samples t-test and one-way ANOVA indicated no statistically significant differences in purchase intention across gender or age groups. The findings offer actionable insights for organic cosmetics marketers on prioritising product quality communication, packaging design, and referral-based promotion over price-led strategies, and contribute to the growing body of literature on green and ethical consumption behaviour.
organic cosmetics, consumer behaviour, purchase intention, green marketing, motives, stimuli, Stimulus-Organism-Response model.
The Gambler as Consumer: Protection of Rights Within the Indian Digital Gaming Market
The rapid expansion of India's digital gaming industry has transformed online gaming into one of the country's fastest-growing digital markets. While technological innovation has increased accessibility and commercial opportunities, it has simultaneously created significant challenges relating to consumer protection, transparency, and algorithmic accountability. Traditional Indian gambling jurisprudence, primarily derived from the Public Gambling Act, 1867, was developed to regulate physical gambling establishments rather than sophisticated online platforms driven by artificial intelligence, behavioural analytics, and personalized marketing. Consequently, the existing legal framework inadequately addresses the rights of users who increasingly function as consumers purchasing digital gaming services rather than merely participants in gambling activities. This paper argues that the legal discourse should shift from determining the legality of gambling to recognizing gamblers as consumers entitled to statutory protection under the Consumer Protection Act, 2019. Applying behavioural economics, the paper demonstrates how online gaming platforms exploit predictable cognitive biases including loss aversion, present bias, sunk cost fallacy, optimism bias, and the near-miss effect through algorithmically designed interfaces. Such practices generate substantial information asymmetry between platforms and users, undermining informed consumer choice and fair contractual relationships. The study further examines how dark patterns, personalized targeting, and opaque algorithmic decision-making may constitute unfair trade practices and unfair contracts under the Consumer Protection Act, 2019. Comparative analysis with regulatory approaches adopted in the United Kingdom and the European Union demonstrates that consumer-centric regulation emphasizing algorithmic transparency, mandatory disclosures, affordability checks, and platform accountability provides a more effective framework than traditional criminal prohibition. The paper proposes the establishment of a specialized Gaming Ombudsman under the Central Consumer Protection Authority, mandatory algorithmic audits, standardized disclosure requirements, and legally enforceable rights to self-exclusion. It concludes that recognising gamblers as consumers represents a necessary evolution of Indian consumer jurisprudence capable of balancing digital innovation with constitutional values of fairness, transparency, and consumer welfare.
Consumer Protection Act, 2019, Online Gaming, Unfair Trade Practices, Behavioural Economics, Algorithmic Transparency.
Technological Innovations and Renewable Energy Expansion for Sustainable and Equitable Development in India
The role of technological innovations in advancing sustainable development in India, with a focus on renewable energy deployment, was studied in the current research. Using secondary data from 2020–2025, including installed capacities, annual additions, project pipelines, and energy efficiency indicators, the study analyses trends in solar and wind energy growth, transmission and distribution losses, per-capita energy consumption, and the contribution of renewables to the national electricity mix. Correlation and regression analyses highlight the strong relationship between solar capacity and total renewable energy installed capacity, demonstrating that solar energy is a key driver of overall renewable expansion. The findings reveal significant improvements in energy efficiency and reliability, alongside ambitious plans for hybrid and storage-linked renewable projects totalling over 234 GW in the pipeline. The study underscores that technological innovations are central to India’s sustainable development agenda, contributing not only to environmental goals but also to socio-economic equity and energy accessibility. The results provide valuable insights for policymakers, investors, and stakeholders aiming to accelerate the country’s transition to a cleaner, more resilient, and inclusive energy system.
Renewable Energy, Sustainable Development, Equitable Development, Energy Conservation, Environmental Goals.
The Path to Green Mobility: Assessing the Determinants of EV Adoption in Emerging Economies
As we approach the transition to sustainable transportation, electric vehicles (EVs) are considered a critical component of global decarbonization strategies, particularly in emerging economies, which are not only experiencing rapid urbanisation and rising energy demand but are also contributing to environmental degradation. Despite substantial governmental initiatives and technological advancements, EV adoption rates in emerging markets remain comparatively low due to economic, infrastructural, technological, and behavioural barriers(). This study investigates the determinants of consumers’ behavioural intention to adopt electric vehicles by integrating the Theory of Planned Behaviour (TPB) and the Technology Acceptance Model (TAM). A total of 456 valid responses were analysed using Structural Equation Modelling (SEM). The proposed framework examined the influence of perceived usefulness, perceived ease of use, attitude, subjective norms, perceived behavioural control, environmental concern, government support, and charging infrastructure on behavioural intention toward EV adoption.
Electric Vehicles, Green Mobility, EV Adoption, Emerging Economies, TPB, TAM, Sustainable Transportation, Consumer Behaviour.
The Influence of Artificial Intelligence Integration on Job Satisfaction, Organizational Loyalty, and Employee Retention Within Corporate Culture
This study explores AI's effect on job satisfaction, loyalty, and employee retention in different corporate cultures. The research uses quantitative surveys to collect data from many companies. This method captures employee experiences and allows statistical analysis linking AI use with key HR metrics. Results show that job satisfaction improves. In these cases, AI helps employees instead of replacing them. The study looks at organizational loyalty. Workers who see AI as a helpful tool feel more committed to their companies. The research highlights how AI helps create personal learning and growth plans. Data shows that companies balancing AI with human-focused policies have lower turnover. AI can help keep employees. Managers must plan its use carefully. The originality of this study lies in its contextualized examination of AI's multifaceted influence across corporate environments, filling a critical gap in existing research by providing empirical evidence. This examination not only adds to the evolving discourse surrounding AI's role in the workplace, but also provides practical insights for leaders aiming to leverage technology while enhancing employee experiences and overall organizational health.
Artificial Intelligence; Job Satisfaction; Employee Retention; Organizational Loyalty; Corporate Culture.
Managing Change and Transitions in Family Businesses
This study examines how family businesses in India manage change and transitions, emphasizing the diversity in governance needs and interests among these firms. Applying social systems theory, we assessed the impact of family involvement, organizational complexity, and generational control on adopting governance mechanisms like family councils and protocols. Our findings highlight four types of family firms: founder-centric, protective, consensual, and business-evolved, each with distinct governance strategies. Founder-centric firms rarely separate ownership and management roles, whereas protective firms, often in later generations, begin to implement succession protocols. Consensual firms, characterized by active family management and less concentrated ownership, widely adopt councils and protocols. In contrast, business-evolved firms, with concentrated ownership and non-family CEOs, show minimal governance structures. These insights underscore the varied approaches family businesses take to navigate change and transitions, suggesting that tailored governance practices can effectively address the specific challenges faced by different family firm types.
Family Business Governance Mechanisms Generational Control Firm Size Cross-sectional Analysis.
The Influence of AI-Powered Recruitment and Social Media Screening on Selection Accuracy in Organizations
This paper explores how AI tools in recruiting and social media screening can affect the accuracy of hiring decisions in companies. As technology progresses, the recruitment process is gradually moving away from paper-based and towards automated, data-driven techniques, creating more efficient and less biased recruitment processes. The research method involves quantitative and analytical approaches whereby primary data is collected from 200 respondents from different industries through a structured questionnaire. Applying statistical tools like reliability analysis, factor analysis, and regression techniques was used to determine the relationships between variables. The results show that AI recruitment can indeed enhance the accuracy of candidate selection by helping to evaluate candidates objectively and lowering time-to-hire. Likewise, social media screening offers further information about candidates' behaviors, personality, and cultural fit, which improves the decision-making process. These technologies, when combined, show the highest impact and account for a significant amount of variance in selection accuracy. The study also raises several questions about the privacy of data, algorithmic biases, and ethical issues. The study suggests AI and social media screening, when combined, provide a more effective and streamlined hiring process that promotes transparency and accuracy yet highlights the importance of responsible and ethical application in organizational environments.
Artificial Intelligence, Recruitment, Social Media Screening, Selection Accuracy, Data-Driven Hiring.
Factors Influencing Work from Anywhere Effectiveness: An Empirical Study of Indian IT and Consulting Organizations
One of the key flexible work arrangements, especially in technology-driven organizations, is Work from Anywhere (WFA). There are a number of organizational, technological and individual factors that are important to the success of WFA for employees to work efficiently in remote environments. The current study focuses on the impact of Technological Infrastructure, Organizational Support, Communication Effectiveness and Digital Competence on Work from Anywhere effectiveness in selected IT and consulting organizations in India. The study is based on primary data collected from 399 HR professionals. To explore the relationships between the study variables Structural Equation Modeling (SEM-PLS) was used for the analysis. The results show that Technological Infrastructure, Organizational Support, Communication Effectiveness, and Digital Competence positively and significantly affect Work from Anywhere effectiveness. Digital Competence became an important factor to consider in successful WFA implementation among these factors. The study reinforces the value of being digitally prepared, having good communication systems, and having supportive organizational practices in place to ensure the success of flexible working. The results have added to the emerging body of research on Work from Anywhere and offer some concrete examples for organisations looking to improve their approaches to remote and hybrid working.
Work From Anywhere, Technological Infrastructure, Organizational Support, Communication Effectiveness, Digital Competence, Flexible Work Arrangements.
The Impact of AI and Big Data on Marketing Management, Product Innovation and Pricing Decision
Artificial intelligence and big data are redefining how companies get to know customers, develop products and make pricing choices. Marketing is not promotion or communication anymore, it has been reduced to a data-based decision system wherein the behaviour and digital interactions of customers and market cues drive a managerial response. This paper analyzes how AI and big data will affect the marketing management, product innovation and pricing decisions. The paper is grounded in secondary research and conceptual synthesis of the latest scholarly sources, industry reports and policy papers. It creates a comprehensive AI-Big Data Marketing Decision Framework that bridges digital information sources, big data analytics capacity, AI smartness, marketing decision areas, marketing performance and accountable AI governance. The research points out that AI and big data enhance segmentation, targeting, personalization, customer engagement, idea generation, concept testing, demand forecasting, dynamic pricing and revenue optimization. The research is a contribution as it introduces AI and big data as a strategic instrument in making smarter, faster and more responsible marketing decisions.
Artificial intelligence, big data, marketing management, pricing decision, product innovation.
A Study on the Impact of Succession Planning on Skill Enhancement in Higher Education Institutions
The purpose of this study was to examine the influence of succession planning on skills development in higher education institutions. The primary objective of the study was to examine the effect of succession planning on the career development of teaching and non-teaching staff. The study was descriptive and analytical in nature, and primary and secondary data were used. Primary data was collected from 48 teaching staff and 22 non-teaching staff of 10 higher education institutions of Palghar district using structured questionnaire by adopting convenience sampling method. The data collected were analysed using frequency analysis, percentage analysis, mean and standard deviation. The research findings show that succession planning has a positive impact on professional skills, leadership development, communication skills, confidence, and overall employee performance. The study observed that the staff development and institutional progress in higher education institutions were significantly boosted by powerful succession planning and skill enhancement efforts.
Succession Planning, Skill Enhancement, Higher Education Institutions
An Empirical Study on the Impact of Job Stress, Burnout, and Organizational Support on Employee Satisfaction and Attrition in the Pharmaceutical Sector
The pharmaceutical industry plays a vital role in healthcare delivery and economic development, making the effective management of human resources essential for organizational success. This study examines the factors influencing job satisfaction, organizational commitment, and employee attrition among pharmaceutical employees. The research focuses on the impact of Job Stress, Employee Burnout, Perceived Organizational Support, Work-Life Balance, Leadership Effectiveness, and Employee Engagement on employee attitudes and retention. Data were collected from 128 pharmaceutical employees using a structured questionnaire. The study employed Structural Equation Modeling (SEM) using SPSS Version 21 and AMOS Version 26 to analyze the relationships among the variables.The findings reveal that Job Stress, Employee Burnout, and Perceived Organizational Support significantly influence Job Satisfaction. Leadership Effectiveness and Job Satisfaction were also found to have a significant positive impact on Organizational Commitment. However, Work-Life Balance and Employee Engagement did not show significant effects on Job Satisfaction and Organizational Commitment respectively. Furthermore, Job Satisfaction, Organizational Commitment, and Employee Burnout were not found to significantly influence Employee Attrition. The results suggest that employee satisfaction and commitment are largely shaped by organizational support, leadership quality, and workplace well-being. The study concludes that pharmaceutical organizations should prioritize supportive work environments, effective leadership practices, and employee welfare initiatives to enhance satisfaction and commitment among employees. These efforts can contribute to improved organizational performance, employee retention, and long-term sustainability in the pharmaceutical sector.
Job Satisfaction Organizational Commitment Employee Attrition Job Stress.
Examining the Influence of Social Media Marketing on Consumer Evaluation of Brand Extensions in the FMCG Industry
Social media adoption is increasing rapidly and FMCG companies have changed their marketing strategies to consumer engagement through real time, interactive and personalized communication. Brand extension has, at once, emerged as a very popular growth strategy which allows to utilize existing brand equity for the introduction of new products. Although research on social media marketing and consumer behaviour is extensive, not much research has been undertaken to study how social media marketing helps develop consumer evaluation of brand extensions in the FMCG sector. In order to address this gap, the current study examines how entertainment, interaction, informativeness, customisation and electronic word-of-mouth influence consumer evaluation of brand extensions. In this case, brand trust is examined as a mediator. Based on brand extension theory, social influence theory and relationship marketing theory, the study adopts a quantitative research design and collects data from FMCG (Fast Moving Consumer Goods) consumers using a structured questionnaire. Direct effects link the IV to the DV, and the mediator is important, while indirect effects link the IV and the DV. The findings are likely to show how an effective social media marketing strategy will enhance the trust of consumers in the parent brand, which will lead to stronger positive evaluations and acceptance of brand extensions. This research studying the integration of social media marketing dimensions with brand extensions contributes to comprehensive research in the digital marketing area. Thereby, this newly developed framework will help understand consumer reaction to brand extension strategies. The study also provides managers with implications that can be implemented in the real world. Specifically, managers should focus on social media initiatives that help build trust for a better success rate of brand extensions in highly competitive consumer markets.
Social Media Marketing, Brand Extension, Consumer Evaluation, FMCG Industry, Brand Trust, Electronic Word-of-Mouth, Consumer Behavior, Structural Equation Modeling (SEM).
An Analytical Study of the Problems Faced by Tribal Women in Achieving Empowerment in Palghar District
Tribal women have a great contribution in the social and economic development of tribal communities. But they face a lot of hurdles to achieve empowerment. This study concentrates on the major challenges faced by tribal women for empowerment in Palghar District of Maharashtra. The study mainly focuses on issues of poverty, poor education, poor health care, unemployment, lack of knowledge about government welfare schemes, social discrimination and poor infrastructure. The study uses both primary and secondary data. The primary data were collected from 50 tribal women by using a structured questionnaire with five-point Likert scale. Secondary data were collected from books, journals, government papers and published research publications. Descriptive and inferential statistics including mean and standard deviation were used to analyze the data. The study results reveal that poverty, lack of employment opportunities and poor health care facilities are the major hindrance to the empowerment of indigenous women. The study found that the lack of awareness, limited educational opportunities and financial dependence affect the confidence and participation of indigenous women in decision making. The study reveals that for the empowerment and all round development of tribal women in Palghar district, enhancements in healthcare, education, employment opportunities, awareness campaigns and infrastructure development are essential.
Tribal Women Empowerment, Socio-Economic Challenges.