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.
Digital Entrepreneurship in Public Healthcare: AI Applications in PMBJP Retail and Distribution Networks
The use of of Artificial Intelligence in entrepreneurship has transformed the whole process of distribution and supply channels and there by opens new opportunities for the entrepreneurs in the way of new avenues for digital entrepreneurship particularly the entrepreneurship led by government that is Pradhan Mantri Bharatiya jan aushodhi pariyojana( PMBJP) which is a flagship programme of central government which not only supplying the generic medicines to the needy and poor but the adoption of AI into the supply channel has proven to develop the supply chain network of PMBJP which provide employment opportunity to many people and simultaneously supplying low cost and high quality generic medicines at the doorsteps . This study examines how the Artificial Intelligence based solutions have opened new opportunities for digital entrepreneurship. This research paper has used the data collected from 200 respondents and has been analyzed using chi-square tests to evaluate the relationship between the adoption of AI and the performance. Findings shows that the use of AI has been significantly helpful in improving inventory management, demand forecasting and customer engagement fostering sustainable entrepreneurship.
Artificial Intelligence, Digital Entrepreneurship, PMBJP, Healthcare Supply Chain, Affordable Medicines, Inventory Optimization, Public Health Innovation.
Copyright (c) 2026 Canadian Journal of Marketing Research https://creativecommons.org/licenses/by-nd/4.0
Invisible Advertising to Children in Gaming Ecosystems: Legal Regulation of Embedded AI Marketing
Today, the gaming industry has become a highly complex context, one that unfolds smart marketing systems based on artificial intelligence that go beyond classic advertising formulae, targeting children through affective, personalized and behavioral means. This paper explores the legal and regulatory hurdles embedded AI marketing would face in children's gaming environments, questioning the sufficiency of consumer protection law, data privacy regimes and advertising standards regimes in the key jurisdictions of the European Union, the United States, the United Kingdom, and India. The paper discusses existing legal instruments, drawing on the theories of epistemic asymmetries and persuasive architectures as well as from the literature on developmental psychology, and points to their structural limitations in governance of AI-driven advertising in games. The paper identifies four critical gaps in regulation: the lack, in the definitions of what constitutes an ‘advertisement’ in immersive environment; lack of disclosure obligations over non-linear ad streams generated by artificial intelligence; lack of algorithmic accountability standards for children; and lack of international regulation coordination in the context of transnational platform governance. It suggests a multi-level regulatory framework, including a principle of 'best interests of the child', an enforceable Algorithm Impact Assessment and a ban on the use of persuasion architectures on under-18s.
AI-Driven Marketing in Gaming, Child Data Privacy and Consumer Protection, Persuasive Architectures and Behavioral Advertising, Algorithmic Accountability for Children, Regulation of Immersive In-Game Advertising.
Menstrual Data as a Marketing Commodity: Legal Regulation of Feminine Health Apps and Consumer Privacy
Delivery of period tracking apps which is part of the fast-growing ‘femtech' category, now gathers sensitive information about physiology and behaviors from an estimated 200 million people in the world. Combined with data on menstrual cycles, ovulation windows, sexual behavior, mood, and fertility markers, the data is a major marketing asset that is traded among advertisers, insurers, data brokers, and even, likely now more than ever, the hands of law enforcement agencies, especially following the demise of the Dobbs case. However, current laws such as the “Health Insurance Portability and Accountability Act” (HIPAA), the “Federal Trade Commission Act” and a few state privacy laws have severe gaps in their structure that mean femtech users are largely un-protected. In this paper, the regulatory terrain surrounding the collection of, and commerce in, menstrual data is charted, there is a comparative study of the regulatory frameworks of the United States, the European Union and India, and a thorough examination of the current legal relief provided. The paper builds on empirical accounts of applications privacy audits, enforcement records from the FTC, and post-Dobbs patterns of data requests to propose a novel framework for considering menstrual data that draws upon, but differs from, current protections for sensitive health information and is instead based on a meaningful consent framework, purpose limitation, and prevention of transfers for law-enforcement purposes without a judicial process.
Femtech privacy; menstrual surveillance; HIPAA gap; GDPR Article 9; data brokers; post-Dobbs; reproductive rights; health data commodification; digital dignity.
Impact of Online Reviews on Gen Z Consumer Buying Behaviour in Indian E-Commerce
The rapid expansion of digital commerce in India has significantly transformed consumer purchasing patterns, particularly among Generation Z consumers who heavily depend on online information while making purchase decisions. With the increasing penetration of smartphones, affordable internet services, and the growth of major e-commerce platforms such as Amazon and Flipkart, online reviews have emerged as a critical factor influencing consumer trust and buying behaviour. This study examines the impact of online reviews on the purchase behaviour of Generation Z consumers in the Indian e-commerce environment, with special emphasis on the mediating role of trust. The study adopted a quantitative cross-sectional research design and collected primary data from 286 Generation Z respondents aged between 21 and 26 years across different regions of India. A structured questionnaire based on a five-point Likert scale was used to measure variables related to online review credibility, authenticity, review volume, trust, and purchase behaviour. The collected data were analyzed using multiple regression analysis and independent sample t-test through Statistical Package for Social Sciences (SPSS). The findings reveal that online review attributes have a significant and positive influence on consumer purchase behaviour (β = 0.463, p = 0.001). Trust was also found to positively and significantly affect purchase behaviour (β = 0.321, p = 0.001), indicating that consumers are more likely to make online purchases when they perceive reviews as credible and reliable. The regression model demonstrated substantial explanatory power, accounting for 47.9% of the variance in purchase behaviour (R² = 0.479). Further, the independent sample t-test results indicate that users of Amazon exhibit significantly higher levels of trust compared to users of Flipkart. The study further highlights that review credibility, authenticity, review quantity, and perceived transparency strongly shape transactional confidence among Indian Generation Z consumers. In the Indian digital marketplace, where consumers increasingly rely on peer-generated content before making purchasing decisions, trustworthy review systems play a strategic role in enhancing customer engagement and platform loyalty. The study contributes to the growing literature on digital consumer behaviour in India by empirically validating the relationship between online reviews, trust, and purchase behaviour among Gen Z consumers. The findings provide valuable implications for e-commerce companies, marketers, and policymakers to strengthen review management systems, improve transparency, and foster long-term consumer trust in India’s evolving digital economy.
Online Reviews, Consumer Purchase Behaviour, Generation Z, Trust, Indian E-Commerce, Digital Consumer Behaviour, Amazon, Flipkart, Online Shopping, Consumer Decision-Making.
LEVERAGING HR ANALYSIS FOR WORKFORCE COST OPTIMIZATION AND DATA-DRIVEN DECISION MAKING: EVIDENCE FROM JASAN TOOLCRAFTS & EQUIPMENTS, SALEM
This study aimed to explore the role of HR analytics for workforce cost optimization and for data-driven HR decisions at Jasan Toolcrafts & Equipments, a manufacturing company based in India. Within the framework of a descriptive survey, a stratified random sample of 130 employees was analyzed by using Two-Way ANOVA, Multiple Linear Regression as well as Factor Analysis (PCA). The main results reveal that the frequency of reviewing employee performance data significantly affects workforce planning (p = 0.000). Furthermore, Gender has a significant effect on statistical use (p = 0.001).The second regression model revealed that management’s evaluation of employee’s utilization strongly predicts skill optimization (Beta = 0.475; p = 0.000; R² = 0.284). The third regression model revealed that the workforce data used for performance evaluation significantly controls workforce related expenses (p = 0.001). Factor analysis of the variables work experience, trend analysis as well as performance data led to the identification of one dimension of HR analytics which explained 49.74% of total variance (KMO = 0.628). In summary, this study highlights the importance of well-structured HR analytics for optimized workforce costs and for strategic HR management at manufacturing companies. Therefore, sufficient investment in corresponding tools as well as in HR staff’s analytics capabilities and in a data-oriented HR culture is required.
HR Analytics, Workforce Cost Optimization, Data-Driven Decision Making, Manufacturing Industry, Employee Performance, Workforce Planning, Jasan Toolcrafts & Equipments.
Examining the Role of Artificial Intelligence in Marketing Management: Sustainable Growth Perspectives in Indian Contexts
Marketing is an art as well as a science. Technology has revolutionized the businesses, governance and organizational performances. This research paper is centered around the revolutionary aspect of artificial intelligence and its effects on marketing management for fostering sustainable development in the Indian market scenario. The increasing use of AI technology for marketing activities like predictive analysis, customer profiling, chatbots, and recommendations has greatly improved the efficiency and personalization of marketing activities. Emerging markets like India have been experiencing a shift towards the use of artificial intelligence technology that is contributing to making the marketing process more efficient and effective. This study attempts to explore the effect of AI technology on marketing processes that include cost savings, reduction of wastage, and responsible consumption. The challenges associated with adopting AI technologies in marketing include issues related to privacy, lack of appropriate infrastructure, and skills shortage. The research paper uses a conceptual approach to provide strategic implications for the future in terms of leveraging the potential of artificial intelligence for marketing.
Artificial Intelligence (AI), Marketing Management, Sustainable Growth, Predictive Analytics, Customer Engagement, Digital Transformation, Indian Market.
A Systematic Literature Review on AI- Driven Sustainable Marketing Optimization
A transitional shift from Industry 4.0, inclusive of rapid growth in Big Data Analytics lead to development of Internet of Things and Artificial Intelligence to Industry 5.0 whose main theme is human centrism and sustainable wellbeing, has created a major shift in both marketing practices and consumer behaviour. The development in AI over the passage of time has not onlydriven innovation inmarketing segment but has made people think in which directions these advancements are shaping both consumer behaviour and influencing society at large. While Sustainability has become a pressing concern in the current global landscape, marketers have promptly shifted from what was called as basic marketing strategies to a more modern approach which aims to achieve a balance between profits and social and environmental responsibilities. This study analysis the marketer's viewpoint in relation to their evolving marketing strategies to be in coordination with increased emphasis on sustainability by analyzing peer-reviewed papers from Scopus and Google Scholar between the years 2000 and 2024, using keywords like “AI in marketing”, “marketing optimization,” and “sustainable marketing,”. The research gap identified reflects the lack of a unified perspective on how AI is operationalized to drive sustainable marketing outcomes. A ballpark view of the current literature available highlights AI – Driven tools such as chatbots, predictive analytics, and conversational marketing are improving personalization and efficiency, they also support the Triple Bottom Line (TBL) approach- balancing profit, social responsibility, and environmental care. As the study progresses further critical concerns like data biases, ethical concerns, uncertain long-term impacts of technology, and privacy issues undermining the efforts toward sustainable marketing are also analyzed to come to a holistic view on AI-led sustainable marketing aspects.
Marketing, Artificial Intelligence, Sustainability, Triple Bottom Line, Big Data, Predictive Analytics, Machine Learning.
Investigating Consumer Chronotypes and Post-Purchase Evaluation: An Empirical Analysis of E-Commerce Behaviour Among Indian Higher Education Students
This study investigates the relationship between consumer chronotypes and post-purchase evaluation in the context of e-commerce behaviour among Indian higher education students. In the rapidly expanding digital marketplace, online shopping behaviour is increasingly influenced by behavioural patterns, lifestyle preferences, and digital engagement. The research aims to examine how different consumer chronotypes influence online purchasing habits, shopping time preferences, impulsive buying behaviour, and post-purchase satisfaction levels among student consumers. The study is based on a quantitative empirical research design using primary data collected from 100 higher education students engaged in online shopping activities. The analysis focuses on important variables such as preferred product categories, online buying frequency, shopping device usage, peak shopping periods, and post-purchase evaluation factors. The findings reveal that Fashion & Apparel and Electronics are the most preferred product categories among respondents, while smartphones are identified as the dominant device used for online shopping. The study further indicates that regular monthly buyers constitute the largest segment of online consumers among higher education students. Peak shopping activity was observed during festive and holiday seasons, reflecting the influence of promotional campaigns, digital advertisements, and seasonal offers on consumer behaviour. The findings also suggest that evening-oriented consumers demonstrate higher levels of online engagement, late-night shopping behaviour, and impulsive purchasing tendencies compared to morning-oriented consumers. In terms of post-purchase evaluation, factors such as product quality, delivery reliability, pricing satisfaction, payment convenience, return policies, and customer service responsiveness significantly influence consumer satisfaction and future purchase intentions. The study highlights the importance of understanding chronotype-based behavioural patterns for designing personalized marketing strategies and improving customer engagement in digital commerce platforms. The research provides valuable insights for e-commerce companies, marketers, and digital platform developers in enhancing customer satisfaction, strengthening brand loyalty, and developing targeted marketing approaches for young digital consumers in India.
Consumer Chronotypes, Post-Purchase Evaluation, E-Commerce Behaviour, Online Shopping, Higher Education Students, Digital Consumer Behaviour, Impulsive Buying, Customer Satisfaction, Online Buying Patterns, Indian Consumers.
Management Stress Among Teachers in Deemed Universities in Bangalore City
The present study aimed to explore the occupational stress level among teachers in deemed universities in Bengaluru and identify the stressors, its effect on teachers' performance and coping strategies among teachers. The study follows quantitative research design based on Job Demands – Resources (JD-R) model and data gathered from 160 faculty members using the structured Likert scale questionnaire. Results indicate that workload, administrative pressure, work-life imbalance and role ambiguity are the factors that have significant and positive effects on occupational stress, and workload is the most important factor. In addition, occupational stress was identified as strongly negatively affecting teacher performance, so that the higher the level of stress, the less successful the teacher was in his/her job. To validate the mediating role of occupational stress between job demands and performance outcomes, data were analyzed using mediation procedures.Data analysis included mediation procedures to validate the mediating role of occupational stress between job demands and performance outcomes. The, coping strategies were shown to significantly moderate this relationship, reducing the negative effects of stress. Demographic analysis revealed greater stress in the senior staff members and older staff members, and greater coping skills.
Occupational Stress, Teacher Performance, Coping Strategies, Higher Education, Workload, Administrative Pressure, JD-R Model.
FinTech Adoption and Financial Resilience Among Gig Economy Workers: An Empirical Investigation
The rise of the gig economy has resulted in an increase in work flexibility but has also led to income volatility, irregular income, and a lack of access to financial services, thus creating a critical financial inclusion gap. Financial technology, or FinTech, has been seen as a potential solution that can help solve these problems, but there is a scarcity of empirical evidence that establishes a link between gig work participation, FinTech adoption, and financial resilience. This study seeks to bridge this critical gap by exploring the factors that influence FinTech adoption, its role in improving financial resilience, and its impact on 300 gig workers in cities like Bangalore, Mumbai, Delhi, Hyderabad, Pune, as well as semi-urban cities like Mysore, Hubli-Dharwad, Vijayawada, Coimbatore, Nashik, across India. This study has found that income volatility and digital literacy are critical factors that influence FinTech adoption, while trust and security are partial mediators. Moreover, gig workers using FinTech services are more financially resilient, as it has a positive impact on income management, savings, and financial emergency preparedness. This study provides novel empirical evidence on the relationship between gig work participation, FinTech adoption, and financial resilience, thus offering insights that can help policymakers, platform developers, and financial institutions in creating a more inclusive, resilient, and technology-driven financial ecosystem.
Gig Economy, FinTech Adoption, Financial Resilience, Digital Literacy, Income Volatility, Trust.
Artificial Intelligence-Based Rural Marketing Strategies and Entrepreneurial Development under PMBJP: A Study on Indigenous Communities in Odisha
The PMBJP (Pradhan Mantri Bharatiya Jan Aushodhi Pariyojana) is the programme of the central government of India which facilitates the distribution of generic medicines at a low cost to the needy at their doorsteps and there by solves the problems of the people specifically the indigenous community who faces problems of purchasing the medicines they need due to the branded medicines are sold at a high cost. PMBJP supply the generic medicines at a low cost but it suffers the distribution channel problem which has been solved by the introduction of AI into the distribution channel there by increases the marketing strategy in promoting entrepreneurial development among the indigenous communities in Odisha. This study focuses on how AI technology such as analytics of social media, communication through Chabot, and digital customer engagement to develop the entrepreneurial ability among the people of indigenous communities. In this study descriptive and analytical research design has been used with a sample size of 200 respondents from the customers and entrepreneurs in Odisha. Structured questionnaire has been used to collect data based on five Point likert scale. Percentage analysis and Chi-square analysis has been done to interpret the relationship between entrepreneurial performance and AI based marketing. Findings focus on how marketing has been supported by AI in improvements in customer awareness, business performance, and entrepreneurial ability under PMBJP programme among the indigenous communities of Odisha.
Reverse Burden of Proof under PMLA and Article 20(3)
The Prevention of Money Laundering Act, 2002 (PMLA) represents India’s principal anti-money-laundering legislation aimed at combating economic crimes and terror financing. One of the most debated features of the Act is the reverse burden of proof, particularly under Sections 24 and 45, which shifts the obligation from the prosecution to the accused. This framework raises serious constitutional concerns, especially regarding Article 20(3) of the Constitution of India, which protects individuals from self-incrimination. This paper critically examines whether the reverse burden under PMLA violates the constitutional guarantee against self-incrimination and the presumption of innocence. It analyses legislative intent, judicial interpretation, constitutional jurisprudence, and comparative perspectives. The study concludes that while the reverse burden has been judicially upheld due to the seriousness of economic offences, significant concerns remain regarding due process, coercive investigation, and fair trial rights.
Prevention of Money Laundering Act, Reverse Burden of Proof, Article 20(3), Self-Incrimination, Presumption of Innocence, Economic Offences, Fair Trial, Constitutional Law, Bail Conditions, Financial Crimes etc.
Concept of “Proceeds of Crime” under PMLA: Scope and Ambiguities
The Prevention of Money Laundering Act, 2002 (PMLA) was enacted as a robust legislative measure to combat the growing menace of money laundering in India. It aims to prevent the circulation of assets derived from unlawful activities and to provide mechanisms for their detection, attachment, and confiscation. Central to the PMLA is the concept of “proceeds of crime”, which serves as the legal basis for enforcement actions, including investigation, prosecution, and asset recovery. This term encompasses any property obtained, directly or indirectly, through scheduled offences, and extends to assets transformed or invested to conceal their illicit origin. Despite its significance, the definition and scope of “proceeds of crime” remain ambiguous, creating challenges for regulators, law enforcement agencies, and the judiciary. Issues arise in determining the directness of the link between property and criminal activity, the inclusion of digital and intangible assets, and the treatment of third-party claims. Additionally, overlaps with other financial, criminal, and tax laws further complicate enforcement. This paper critically examines the legal framework, explores the scope and limitations of the concept, analyses judicial interpretations, and identifies the practical and policy implications of these ambiguities. The study also proposes recommendations to clarify and strengthen the application of the concept in India’s fight against money laundering.
Prevention of Money Laundering Act (PMLA), Proceeds of Crime, Money Laundering, Asset Confiscation, Scheduled Offences, Judicial Interpretation, Financial Crime, Asset Tracing, India etc.
Social Media and Employee Performance: Employee Engagement and Task Completion as Mechanisms Connecting Social Media to Performance
This study examines the complex relationship between workplace social media usage and employee performance through testing employee engagement and task completions as parallel mediators while also assessing whether employee engagement moderates the social media usage and employee performance relationship. Moving beyond the common “beneficial versus harmful” debate the study adopts a mechanism-based perspective grounded primarily in the Job Demands-Resources model and Social Exchange Theory. A cross-sectional quantitative survey was conducted among teaching and non-teaching employees of higher education institutions in Punjab, India, yielding 707 valid responses. Confirmatory factor analysis demonstrated strong reliability and convergent validity for all constructs with excellent measurement model fit. Structural equation modelling results showed that social media usage was positively associated with employee engagement and tasks completed. Both employee engagement and tasks completed are positively predicted performance of the employees at HEIs. However, High social media usage retained a significant negative direct effect on employee performance. Bootstrapped mediation analyses revealed significant positive indirect effects through employee engagement with a positive total indirect effect indicating competitive (inconsistent) mediation. In contrast, the interaction was not significant suggesting that employee engagement functions as a mediator and direct predictor but not as a moderator. The findings highlight social media’s dual role in organizations, it can enhance performance through engagement and task execution while simultaneously undermining performance via direct disruptive effects. These results support balanced, role-sensitive social media policies in higher education institutions.
Workplace social media usage, Employee performance, Employee engagement; Task completion, Mediation, Moderation; Structural equation modelling, Higher education institutions.
Technological Disruption and Workplace Injuries: the Evolving Role of Workers’ Compensation Law
Technological disruption, particularly through automation and artificial intelligence (AI), has significantly transformed workplace environments. While advanced machinery and AI systems reduce human exposure to hazardous tasks, they also introduce new forms of risks such as machine malfunctions, algorithmic errors, and human-machine interaction failures. Traditionally, workers’ compensation law operates on a no-fault liability principle, ensuring that employees receive compensation for workplace injuries regardless of negligence. However, in technologically advanced workplaces, determining liability becomes complex. Injuries may result not from employer negligence but from defective algorithms, software errors, or robotic failures. The paper will discuss effects of artificial intelligence and automation in workplace injuries and shall give a view whether the current workers compensation laws are sufficient to deal with the legal and compensation challenges in AI driven workplaces. The paper also discusses how the workplace should have reforms in compensation legislation, insurance designs, and the liability forms that are responsive to the technological changes in the workplace. To sum up, the paper will find that the future of workplace injury compensation needs a holistic, transparent, and equitable techno-legal compensation system to provide worker protection and encourage technological innovation.
Artificial Intelligence, Workplace Automation, Workers’ Compensation Law, Human–Machine Interaction, Techno-Legal Liability.
Interpreting Employment Nexus: A Study of Arising Out of and in the Course of Employment
The Determination of Employer Liability In Workplace Injury Cases Largely Depends On The Concept Of Employment Nexus, Embodied In The Phrase “Arising Out Of And In The Course Of Employment” Under The Employees’ Compensation Act, 1923. This Phrase Acts As A Legal Test To Establish Whether An Injury Is Sufficiently Connected To Employment To Justify Compensation. Judicial Interpretation Has Played A Crucial Role In Defining And Expanding This Concept. This has, however, not been unanimous during judicial interpretation leading to discrepancies in compensation rulings. The issue has now multiplied with the current employment practices like working remotely, other flexible working arrangements, employer sponsored activities, commuting accidents and psychological harm. This paper uses a doctrinal and analytical method to explain the judiciary interpretation and finding patterns and inconsistencies in case law. The paper presents that the interpretation by the judicial system has broadened the definition of the injury in employment; however, the lack of statutory evidence still leaves the topic ambiguous. The document suggests a legal elucidation and standardized legal provisions so that there is uniformity, fairness, and predictability on the compensation laws on workers.
POCSO Act, Strict Liability, Child Sexual Offences, Mens Rea, Criminal Justice, Consent.
A Conceptual Model Framework: The Mediating Role of Service Quality Linking Patient Experience Management and Patient Satisfaction in Healthcare Services
Introduction: Service quality plays an important role in shaping patient experience and satisfaction in healthcare service delivery. There has been increasing pressure on healthcare management to face high competition with the increase in patient flow and intensity, where the Healthcare sector always assist to maintain optimal health of people and improving the quality of life. Purpose: This study aims to develop a conceptual model framework that examines the relationship between Patient Experience Management and patient satisfaction within healthcare services through service quality. While numerous studies have explored patient satisfaction and experience, there remains a need to integrate these concepts within a unified framework. Design: study grounded in an extensive literature review, adopts a conceptual approach on Patient Experience, Service-quality, Patient satisfaction and Healthcare quality care aspects. Findings: A well-structured conceptual model suggests that effective patient experience management positively influences patient satisfaction both directly and indirectly through service quality as a mediating variable. Conclusion: Additionally, this study contributes theoretically actionable insights for healthcare providers by managing multiple touchpoints of Patient experience to enhance patient satisfaction. It also emphasizes the importance of improving various dimensions of service quality to improve organizational excellence and achieve better patient outcomes. Originality/Value: This study contributes to the healthcare sector by offering a novel conceptual model that integrates service quality with patient experience management and patient satisfaction. It also provides a foundation for future empirical research to validate the proposed relationships.
Service Quality, Patient Experience Management, Patient Satisfaction, Healthcare services, Healthcare Quality care, Conceptual Framework.
Between Protection and Prejudice: A Critical Analysis of Strict Liability Under the POCSO Act
The Protection of Children from Sexual Offences Act, 2012 (POCSO Act) stands as a significant legislative measure aimed at addressing the increasing incidence of sexual offences against children in India. A particularly contentious aspect of the Act is its incorporation of the principle of strict liability, especially in cases involving sexual acts with minors, where both consent and mens rea are considered legally immaterial. This paper critically explores whether the imposition of strict liability under the POCSO framework functions as an essential safeguard for child protection or leads to disproportionate and potentially unjust outcomes. Through an analysis of statutory provisions, judicial interpretations, and practical challenges, the study evaluates the balance between effectiveness and fairness within the broader context of criminal justice and child rights protection.
Decoding Age in Pocso Cases: Legal Scrutiny and Medical Evidence Issues
The Protection of Children from Sexual Offences Act, 2012 (POCSO Act) establishes a robust statutory framework to combat sexual offences against minors, placing decisive importance on the accurate determination of age for the purposes of criminal liability and sentencing. Notwithstanding its significance, the process of age determination under the Act is beset with persistent legal, medical, and evidentiary complexities. Documentary evidence, including birth certificates and school records, is often either inaccessible or of questionable authenticity, while medical age estimation techniques such as ossification and dental analysis remain inherently imprecise and subject to variations arising from biological, environmental, and socio-economic factors. This paper critically evaluates the legal regime governing age determination under the POCSO Act, with particular emphasis on statutory provisions, judicial pronouncements, and prevailing forensic practices. It underscores the inconsistencies and evidentiary limitations that frequently give rise to judicial uncertainty, as reflected in key case law, thereby exposing the tension between the objectives of stringent child protection and the imperatives of due process. Adopting a comparative and reform-centric perspective, the study advocates for the development of uniform age determination standards, the incorporation of interdisciplinary and multi-method medical assessments, and the exercise of nuanced judicial discretion in cases involving marginal age differences. By synthesising legal, medical, and ethical considerations, the paper seeks to contribute to a more coherent and balanced application of the POCSO framework, ensuring both the effective protection of children and the preservation of fundamental rights.
POCSO Act, Child Protection, Forensic Evidence, Medical Jurisprudence, Judicial Analysis.
Consumer Cooperatives with Special Reference to Funds Management in Tamilnadu Region – A Study
Funds Management is the process in which a company that takes the financial assets of a person, company or another fund management company and use the funds to invest in companies that use those as an operational investment, financial investment or any other investment in order to grow the fund; post which, the returns will be returned to the actual investor and a small amount of the returns are held back as a profit for the fund. It is found that the Deposits of Co-operative Federation has increased every year. It is inferred that the deposits of co-operative Federation growing every year. It is concluded that the essential for the financial health of the entire banking industry is dependent, which in turn has an impact on the overall economy of the country.
Funds management, Consumer cooperatives and Cash, Deposits.
Evaluation of Employee Performance for Organizational Growth: A Study on Performance Appraisal Practices in the Textile Industry
Performance appraisal is one of the key components of human resource management (HRM) that allows the evaluation, recognition, development, and alignment of employees with the strategic goals of the organisation. The study focuses on the structure and implementation, as well as perceived effectiveness of performance appraisal in textile firms engaged in spinning, weaving and garmenting in the state of Kerala. A subset of 250 employees at different levels of the organizational hierarchy is involved in this survey-based research, which reflects on actual practices of appraisal, the degree to which these were transparent and fair, and the meaning of feedback. The results suggest that the objectivity, feedback frequency, and performance specificity of performance appraisal contribute positively to employees’ motivation, engagement, and organisational productivity. On the other hand, those systems, which are based upon the subjective, biased or inconsistent behaviour of the managers, lead to dissatisfaction, high turnover intention and reduced performance. Additional examination demonstrates that when employees are engaged in goal setting and appraisal criteria, they develop a sense of ownership and trust in the system. The trend for the use of digital tools and performance dashboards has also increased to provide better tracking and accountability. The article also examines the mediating effects of organisational culture, leadership style and communication flow in perceptions of appraisal. Practice recommendations: The findings of the study provide strategic implications for the betterment of appraisal practices towards better managerial training, consolidated review process, and adaptation of continuous performance management models. The study adds to the discussion of performance management in labour-intensive sectors and offers guidance to HR professionals working in the textile industry.
Performance Evaluation, HR Management, Textile Sector, Kerala, Employee Incentives, Organizational Efficiency, Fair Appraisal, Feedback Systems, Goal Synchronization, Workforce Growth, Digital Performance Tools, Staff Engagement, Company Culture, Managerial Prejudice, Ongoing Performance Management.
Online Consumer Behaviour of Household Products with Special Reference to Thanjavur District
The main objectives of this research paper included exploring the factors contributing to buying intention and consumer behavior within the domain of e-commerce. Particularly, this paper sought to investigate how factors such as extensive information, online reviews/electronic word-of-mouth (eWOM), customer satisfaction, trust in e-commerce, perceived risk, and behavior-intention reciprocity affect consumers' buying intentions. In order to answer these questions, ten hypotheses were tested using the SEM approach based on a data collection instrument employed for this study. The findings of the current research demonstrate that satisfaction (β = .304, p < .001) and trust in e-commerce (β = .265, p = .002) have the highest coefficients of impact on the dependent variable of interest, followed by extensive information search (β = .232, p = .001). Conversely, neither online reviews/eWOM (β = .110, p = .156) nor perceived risk (β = -.119, p = .109) significantly contributed to consumer intention to buy. For managers in e-commerce, these findings indicate the need to focus on building customer satisfaction and trust in order to build buying intentions; however, the use of eWOM could serve to directly affect behavior.
e-commerce, customer satisfaction, trust, online reviews, electronic word-of-mouth (eWOM), perceived risk, site loyalty.
Banking Performance Facilities and its Impact on Member Satisfaction Towards Urban Cooperative Banks
satisfaction is mostly a result of expectations. Customers will be disappointed and probably regard their experience as less than satisfactory when their expectations are high and the reality falls short. This study was conducted to find the significant difference in the groups of employments variables with respect to factors of member satisfaction in urban cooperative banks. A sample of 87 members randomly selected from the 5 different cooperative banks in Chennai City. The instrument poses a set of 20 questions designed to calculate the member’s satisfaction level. Multivariate techniques like ANOVA and t-test were tested for this study. Results of this study indicated that there is significance difference between male and female of members with regards to factors of Employee Performance Facilities and Overall Member Satisfaction of urban cooperative banks. Based on mean score male members have better satisfaction in Employee Performance Facilities and overall member’s satisfaction than female members in Chennai City urban cooperative banks.
Banking Tangible Facilities, External Facilities, Employee Performance Facilities, Member Satisfaction, Transaction Facilities.
Mutual Fund Investor’s Behaviour with Application Theory of Planned Behaviour
In this paper, the factors that influence the behavioural intentions related to mutual fund investments have been discussed using the Theory of Planned Behaviour framework. In this case, some key factors such as awareness/financial literacy, attitude towards mutual funds, subjective norms, perceived barriers, and perceived risk have been taken into consideration. The primary data collection process was done by means of a structured questionnaire, and the relationships between the variables were analysed using Structural Equation Modelling (SEM).The results showed that both perceived barriers and perceived risk have a strong positive relationship with behavioural intentions towards mutual funds, which implies that people who are aware of the problems will still invest in mutual funds, and this may be because of their greater involvement and risk-taking nature. Awareness/financial literacy was found to have a weak relationship with behavioural intentions but did not influence the attitude significantly. Surprisingly, contrary to expectations, attitude and subjective norms did not show any significant relationship with behavioural intentions. Perceived risk did not influence attitude towards mutual funds as well. In summary, practical and risk-related factors have a stronger role to play in making investments than psychological and social factors.
Mutual Funds, Investor Behaviour, Behavioural Intention, Financial Literacy, Awareness, Attitude, Subjective Norms, Perceived Risk, Perceived Barriers.
Financial inclusion has the potential to improve lives and transform entire economies. Digital finance can convert this potential into reality, but several ingredients need to be in place. Safer digital cash-transfer systems are being constructed, offering social protection programs, which now deliver resources directly to those in need. Payment systems are being modernized, removing regulatory roadblocks—so that people and businesses have the financing they need to innovate and create jobs.
Financial inclusion, Digital finance, Cash transfer systems, Payment system modernization, Economic development.
The Role of Personality in Shaping Online News Consumption and Reader Satisfaction
Digital transformation has redefined news consumption by shifting audiences from traditional print media to mobile applications, websites, and social media platforms. As competition among digital news providers intensifies, understanding the determinants of reader satisfaction has become increasingly important. Among the various factors influencing news engagement, personality particularly the introversion–extraversion type has emerged as a significant yet underexplored predictor of online news consumption and satisfaction. This systematic review synthesizes research conducted over the past two decades to examine how personality shapes online news behavior and reader satisfaction patterns. The findings reveal that personality influences information needs and content preferences: extraverts tend to prefer socially shared, audiovisual, and interactive news formats, whereas introverts are more inclined toward in-depth, text-rich, and distraction-free content. The study concludes that personalization strategies integrating psychological segmentation based on personality can enhance user satisfaction and promote sustained engagement with digital news platforms. Practical recommendations for digital publishers, implications for communication research, and directions for future academic inquiry are also discussed.
Personality, Extravert, Introvert, Online news consumption, Reader satisfaction, Digital news platforms.
The Fintech Revolution and its Impact on Bank Profitability: Empirical Evidence from Indian Commercial Banks
In the era of rapid digital transformation, fintech has emerged as a key driver of innovation in the banking sector. This study examines the impact of fintech investment on the financial performance of Indian commercial banks during the period 2015–2023. Using panel data from 12 Nifty-listed banks, a fintech investment index is constructed through text mining techniques applied to annual reports. The study employs the System Generalized Method of Moments (SGMM) to analyze the dynamic relationship between fintech investment and bank profitability. The findings reveal that fintech investment has a positive and significant effect on Return on Assets (ROA), while its impact on Return on Equity (ROE) is not significant. The study contributes to the growing literature on fintech by highlighting its role in improving operational efficiency and profitability, while also providing policy implications for promoting digital innovation in banking.
Fintech Investment, Bank Profitability, Indian Commercial Banks, Digital Transformation, Return on Assets (ROA), System Generalized Method of Moments (SGMM).
An Empirical Study on the Determinants of Income and Work Participation of Women Construction Workers in Bengaluru South City, Karnataka
The construction sector in India has long been a driving force behind urban growth and remains one of the largest employers of informal labour. Yet, the everyday experiences and struggles of women in this industry often go unnoticed. This study takes a closer look at the factors shaping the income and work participation of women employed on construction sites in Bengaluru South City, Karnataka. Drawing on primary survey data from women working across different sites, the study documents their social and demographic backgrounds, employment patterns, skill levels, health concerns, and access to welfare benefits. To make sense of these dynamics, regression analysis was used to explore how variables such as age, education, migration, work experience, hours of labour, household responsibilities, and workplace safety affect both income levels and labour force participation. The initial results suggest that education, skill training, and steady employment play a key role in securing higher wages and more consistent work. At the same time, barriers such as long commuting distances, limited childcare options, and unsafe working conditions continue to hold women back. These findings reveal the persistent gendered vulnerabilities that shape women’s place in the construction industry. The study underscores the need for stronger policy interventions which are ranging from skill-building initiatives and wage regulation to improved social security and gender-sensitive workplace practices. By presenting fresh empirical evidence, this research adds to academic debates on labour and also provides insights that can guide policy reforms in urban Karnataka.
Women construction workers, Bengaluru South, income determinants, work participation, regression analysis, informal labour, Karnataka.
Mediating Impact of Blue Ocean Strategy on Competitive Advantage in Electronic Sector
The present study examines the mediating impact of Blue Ocean Strategy on competitive advantage in the electronic sector, focusing on how strategic elements such as Eliminate, Reduce, Raise, and Create contribute to market innovation and organizational performance. The study highlights the growing need for firms to move beyond traditional competitive strategies and adopt innovative approaches to create uncontested market space. Primary data was collected from a sample size of 170 respondents, representing professionals associated with the electronic sector. The findings reveal that all four elements of the Blue Ocean Strategy significantly influence its development, with Create and Raise emerging as the most dominant factors, emphasizing the importance of innovation and value enhancement. Further, the study establishes a strong and statistically significant relationship between Blue Ocean Strategy and competitive advantage (r = 0.689, p < 0.01), indicating that organizations implementing these strategies are more likely to achieve superior market positioning and performance. The results confirm the mediating role of Blue Ocean Strategy in transforming strategic inputs into competitive outcomes. Overall, the study contributes to existing literature by providing empirical evidence on how value innovation and market creation strategies enhance competitiveness in the electronic sector, offering practical insights for firms aiming at long-term growth and sustainability.
Blue Ocean Strategy, Competitive Advantage, Electronic Sector, Innovation Strategy and Market Differentiation.
Influence Of Demographic Factors On Attitude Towards Technology Usage And Pilgrimage Experience: Evidence From North East Pilgrim Site
The rapid integration of digital technologies has significantly transformed the tourism sector, influencing travel planning, destination engagement, and visitor experience. This transformation is increasingly evident in pilgrimage tourism, where traditional spiritual practices are intersecting with technology-enabled services. The present study investigates the impact of selected demographic factors on tourists’ attitudes towards the usage of technology and overall tourism experience, with specific reference to pilgrimage sites in Northeast India. The region represents a distinctive spiritual landscape characterized by diverse religious traditions, sacred sites, and emerging pilgrimage destinations. In this study, quantitative research methodology was adopted using primary data obtained from a sample of 438 people who visited pilgrimage destinations in the northeastern region of India. Age, gender, occupation, and monthly income were regarded as independent variables, whereas attitude toward technological application and tourism experience were viewed as the dependent variable. One-way ANOVA was conducted using the Statistical Package for Social Sciences (SPSS) The study contributes to the growing body of literature on technology adoption in pilgrimage tourism by demonstrating that demographic differences do not significantly shape technology-related attitudes in the context of Northeast India. The findings offer important managerial and policy implications, indicating that technology-driven tourism initiatives can be implemented without extensive demographic segmentation. The research supports the view that digital technologies are becoming an integral and normalized component of contemporary pilgrimage tourism experiences in emerging spiritual destinations.
Pilgrimage Tourism in Northeast ; Technology Usage; Demographic Factors; Tourism Experience; ANOVA.