IITM Journal of Business Studies
type: channel
description: The Institute of Innovation In Technology and Management brings out "IITM Journal of Business Studies (JBS) an internationally indexed annual journal of business management". All the academic fraternity are requested to submit research papers; book reviews, summarized, completed or ongoing empirical work, theoretical inquiries, review papers, case studies and shorter research notes
publisher: ACS Publisher
language: en
publication name: IITM Journal of Business Studies
issn: 2393-9451
items: THE RISE OF DIGITAL PAYMENTS: IMPLICATIONS FOR CONSUMER BEHAVIOR AND SPENDING HABITS
items: ROLE OF EMPLOYEES IN IMPLEMENTATION OF NEW TECHNOLOGY-BASED HUMAN RESOURCE INFORMATION SYSTEM USED BY LARGE-SCALE MANUFACTURING ORGANIZATIONS IN SOUTH EAST RAJASTHAN
items: BALANCING CASTE AND ECONOMIC RESERVATIONS: A CRITICAL ANALYSIS OF INDIA’S POLICY SHIFTS
items: TRANSFORMATIONAL ROLE OF LEADERS IN THE CONTEMPORARY WORLD: AN EXAMINATION OF CHANAKYA’S THEORY
items: ANCIENT WISDOM FOR MODERN FINANCE: INTEGRATING INDIAN KNOWLEDGE SYSTEMS IN OIL INDUSTRY DECISION-MAKING
items: INDIAN KNOWLEDGE SYSTEM AND SUSTAINABILITY: ROOTING MODERN SOLUTIONS IN TRADITIONAL WISDOM
items: EXPLORING GEN Z PERSPECTIVE FOR SPIRITUALITY
items: FRANCHISING IN ORGANIZED RETAIL IN HARYANA: ISSUES AND OPPORTUNITIES
items: EDTECH PLATFORMS, E-LEARNING AND ENTREPRENEURSHIP IN INDIA: AN EMPIRICAL STUDY ON STUDENT ENGAGEMENT IN THE DIGITAL AGE
items: CRISIS-DRIVEN DIGITAL TRANSFORMATION: A MULTIVARIATE ANALYSIS OF OTT PLATFORM ADOPTION AND CONSUMER BEHAVIOR IN INDIA DURING COVID-19
items: WHEN THE FOX GUARDS THE HENHOUSE: DARK TRIAD TRAITS AS DRIVERS OF INCIVILITY AND BROKEN KNOWLEDGE PATHS
items: DIGITAL MARKETING TECHNIQUES LEVERAGING SOCIAL MEDIA: DRIVING TANGIBLE BUSINESS OUTCOMES
items: A COMPARATIVE STUDY OF INVESTMENT IN ESG AND ANTI ESG FUNDS
items: EFFECT OF INCLUSIVE LEADERSHIP (IL) ON INNOVATIVE WORK BEHAVIOR (IWB) OF SCHOOL TEACHERS: A PARALLEL MEDIATION ANALYSIS IN PLS – SEM
items: EFFECT OF CRM PERCEPTION AND SERVICE QUALITY SATISFACTION ON CUSTOMER LOYALTY IN BANKING SECTOR
items: ANTECEDENTS OF AI-DRIVEN ACCOUNTING SYSTEM USAGE AND ITS IMPACT ON SMES PERFORMANCE: IN THE CONTEXT OF INDUSTRY 4.0 OF INDIA
items: THE EFFECT OF NON-FINANCIAL REPORTING ON INVESTMENT DECISION-MAKING AMONG RETAIL INVESTORS
items: UNVEILING THE DYNAMICS OF SEARCH ENGINE OPTIMIZATION (SEO): STRATEGIES, CHALLENGES AND FUTURE TRENDS IN DIGITAL MARKETING
items: IDENTIFYING THE DIMENSIONS OF PERCEIVED CONSTRAINTS IN THE ADOPTION OF THE INTEGRATED FISH FARMING SYSTEM
items: MAPPING INDIA’S COMMODITY EXPORT NETWORK: SECTORAL INTERCONNECTEDNESS AND BEHAVIOR AT TAIL DISTRIBUTION WITH LEADING GLOBAL ECONOMIES
items: CORPORATE SOCIAL RESPONSIBILITY AND OWNERSHIP STRUCTURE: ANALYSING THE IMPACT OF MANDATORY CSR
items: DEMOGRAPHIC DYNAMICS OF FINTECH ADOPTION: EXPLORING PATTERNS AND PREFERENCES IN AN EMERGING ECONOMY
items: MACHINE LEARNING APPLICATIONS IN AGRICULTURE 4.0 –A RENAISSANCE IN THE FIELD OF AGRICULTURE, IMPACT ON THE PRECISION AGRICULTURE AND REVOLUTION IN CROP MANAGEMENT
items: MODELLING THE FACTORS AFFECTING CUSTOMERS’ INTENTION TO USE ARTIFICIAL INTELLIGENCE POWERED CHATBOT SERVICES IN BANKS
items: INFLATIONARY DYNAMICS AND CAUSAL NEXUS OF BUDGETARY GAPS AND MONETARY EXPANSIONS: A TIME SERIES ANALYSIS WITH ARDL MODELLING FOR BANGLADESH
items: IMPACT OF IND AS ADOPTION ON THE FINANCIAL PERFORMANCE OF INDIAN COMPANIES
items: GREEN ADOPTION AND ORGANIZATION PERFORMANCE: ASSESSING THE EFFECT OF ENVIRONMENTAL PROACTIVITY
items: PRESENCE OF GLASS CEILING IN HIGHER EDUCATIONAL INSTITUTIONS: A ROADBLOCK FOR SUSTAINABLE DEVELOPMENT
items: IMPACT OF CORPORATE GOVERNANCE ON PERFORMANCE OF BANKS IN INDIA
items: ANALYSIS OF RETAILER’S BEHAVIOURAL INTENTION TO USE MOBILE PAYMENT: USING THE UTAUT (UNIFIED THEORY OF ACCEPTANCE AND USE OF TECHNOLOGY) MODEL

THE RISE OF DIGITAL PAYMENTS: IMPLICATIONS FOR CONSUMER BEHAVIOR AND SPENDING HABITS
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description: The proliferation of digital payment systems has markedly reshaped consumer spending habits, influencing purchasing behavior, budgeting strategies, and overall financial planning. Driven by advancements in smartphones, internet connectivity, and fintech innovations, digital transactions— through platforms such as mobile wallets, UPI, debit/credit cards, and internet banking—are increasingly replacing traditional cash-based methods in daily life. This study investigates the impact of digital payments on consumer spending by analyzing behavioral shifts associated with the adoption of these technologies. Based on a structured survey of over 192 participants from varied demographic and economic backgrounds, the research examines patterns in digital payment usage, types of expenditures, perceived ease of use, and the psychological effects of cashless transactions. Employing statistical techniques, including the chi square test, the study explores correlations between digital payment adoption and consumer expenditure trends, such as increased spending, impulsive purchases, and improved financial management through enhanced tracking and budgeting features. It also addresses user preferences and concerns regarding digital platforms, focusing on security, trust, convenience, and the role of incentives like cashbacks and promotional offers.
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creator: Sushma Malik
creator: Anamika Rana
rights: Copyright (c) 2026
date: 2026-04-14
publication date: 2026-04-14
starting page: 36
ending page: 60
doi: 10.48165/iitmjbs.2025.13.1.4

ROLE OF EMPLOYEES IN IMPLEMENTATION OF NEW TECHNOLOGY-BASED HUMAN RESOURCE INFORMATION SYSTEM USED BY LARGE-SCALE MANUFACTURING ORGANIZATIONS IN SOUTH EAST RAJASTHAN
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description: This study examines the role of various employee attributes in the effective utilization of Human Resource Information Systems (HRIS) within large-scale manufacturing organizations in South-East Rajasthan. Data were collected from a sample of 620 employees across eight major manufacturing companies using a simple random sampling technique. These organizations—including CFCL, DCM, JK Cement, Mangalam Cement, ACC, Shriram Rayons, Wonder Cement, and Sangam India Ltd.—utilize diverse HRIS software systems such as SAP HANA, SAP, SAP Accent, Darwin Box, and PeopleStrong. The findings, derived through analysis of variance (ANOVA) and post hoc statistical testing, reveal significant differences in employee perceptions and self-efficacy toward HRIS across organizations. Key factors influencing HRIS effectiveness were identified as employee engagement, organizational training support, and the level of digital readiness. Notably, organizations such as Shriram Rayons demonstrated higher employee self-efficacy and more effective HRIS utilization, whereas companies such as CFCL exhibited relatively lower engagement. The study concludes that employees play a pivotal and strategic role in the successful implementation and adoption of HRIS. Their active involvement, confidence, and access to appropriate training significantly influence the system’s efficiency and integration. These insights emphasize the necessity for organizations to invest in continuous capacity building initiatives, inclusive implementation practices, and employee-centered strategies to enhance the overall effectiveness of HRIS in human resource operations.
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creator: Shweta Chaturvedi
creator: Amit Singh Rathore
rights: Copyright (c) 2026
date: 2026-04-14
publication date: 2026-04-14
starting page: 30
ending page: 35
doi: 10.48165/iitmjbs.2025.13.1.3

BALANCING CASTE AND ECONOMIC RESERVATIONS: A CRITICAL ANALYSIS OF INDIA’S POLICY SHIFTS
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description: This study explores the evolution and impact of affirmative policy in India, particularly following the 103rd Amendment Act of 2019, which extended quota benefits to economically weaker sections (EWSs) of the upper castes. By delving into existing literature and analyzing census data from 1961 to 2011 alongside Annual Reports of the Department of Personnel & Training from 2013-14 to 2022-23, this research traces the historical development of reservation systems from pre Independence to post-Independence eras. It examines the socio-economic disparities faced by Scheduled Castes and Scheduled Tribes, the original beneficiaries of these policies. The study critically assesses the effectiveness of the 103rd Amendment in enhancing educational and employment opportunities for EWSs, juxtaposing this with the enduring caste-based inequalities. Findings indicate that while there have been significant improvements in literacy rates among SCs and STs, gaps persist when compared to the overall population. Additionally, the new amendment has not significantly improved public employment opportunities for non beneficiaries. The study underscores the need to realign reservation policies with their original objectives of addressing caste-based inequalities while also considering economic disparities to foster a more inclusive and equitable society.
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creator: Neeraj Pant
rights: Copyright (c) 2026
date: 2026-04-14
publication date: 2026-04-14
starting page: 18
ending page: 29
doi: 10.48165/iitmjbs.2025.13.1.2

TRANSFORMATIONAL ROLE OF LEADERS IN THE CONTEMPORARY WORLD: AN EXAMINATION OF CHANAKYA’S THEORY
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description: For many years, there has been discussion about leadership among academicians and researchers, which has resulted in the development of various forms of leadership from time to time. These theories have their origins in the ancient knowledge system, which has been described by several researchers and has effectively demonstrated the traits that a leader must have while in office. However, no primary data study has been included in the studies to examine whether these attributes are still practiced by different individuals. In order to bridge the gap, the current study uses the Leadership Practices Inventory to examine whether varied professionals possess Chanakya’s leadership traits. The research exhibited the similarities between the variables of the LPI and Chanakya’s qualities on leadership, and all the variables significantly influenced Transformational Leadership, except ‘Challenge the process’ and ‘Enable others to act’. This is the first study of its kind, and the findings can help professionals in all fields comprehend and use the Chanakya approach to leadership in their everyday lives. The studies on the practical application of ancient wisdom on various subjects will enable us to revive Vedic techniques and practices.
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creator: Rashmi Goel
creator: Yashika Verma
creator: Deepika Mishra
creator: Shivansh Kaushik
creator: Priyanka Indoria
rights: Copyright (c) 2025
date: 2025-12-03
publication date: 2025-12-03
starting page: 89
ending page: 114
doi: 10.48165/iitmjbs.2025.SI.6

ANCIENT WISDOM FOR MODERN FINANCE: INTEGRATING INDIAN KNOWLEDGE SYSTEMS IN OIL INDUSTRY DECISION-MAKING
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description: This study examines the integration of Indian Knowledge Systems (IKS) into financial decision-making processes within the oil industry. Through qualitative analysis of case studies and existing literature, we demonstrate how traditional Indian principles like Dharma, Artha, and Nyaya can enhance corporate governance, risk management, and sustainability practices. The research reveals that while challenges exist in reconciling traditional wisdom with modern financial models, IKS offers valuable frameworks for ethical decision-making and long-term value creation. The paper concludes with practical recommendations for policymakers and corporate leaders seeking to harmonize traditional knowledge with contemporary business practices.
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creator: Kishan Nigam
creator: Neha Gupta
creator: Purnima Yadav
rights: Copyright (c) 2025
date: 2025-12-03
publication date: 2025-12-03
starting page: 77
ending page: 88
doi: 10.48165/iitmjbs.2025.SI.5

INDIAN KNOWLEDGE SYSTEM AND SUSTAINABILITY: ROOTING MODERN SOLUTIONS IN TRADITIONAL WISDOM
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description: Traditionally, India’s traditional knowledge systems have always woven sustainability into them, and how communities have interacted with nature and how they have used resources and built their lives has been based on this sustainability. For centuries, ecological balance and resource and energy efficiency have been supported through indigenous practices such as step-wells for water conservation, organic farming methods, and Ayurveda-based health care. Now, however, industrialization and globalization have run so fast that almost all these proven approaches are pushed to the margin. The study argues that India’s traditional knowledge can be used as the basis of sustainability, but it uses bibliometric analysis to identify research trends and gaps. This study is undertaken through a qualitative approach, although it reviews the literature based on the data from Scopus and conducts bibliometric analysis for the research fields of IKS and sustainability. The study then shows that many of India’s traditional practices are nearly identical to modern sustainability goals. These focus on Zero Budget Natural Farming and sustainably produced textiles using natural dyes, as well as climate-responsive vernacular architecture, resource and low carbon footprints, and community-led conservation. However, given industrialization’s erosion of the indigenous knowledge systems and the absence of formal documentation, it is difficult to revive them on a large scale. Additionally, modern sustainability policies often favor traditional, nature-based approaches and delay their uptake in more mainstream sustainability policies.
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creator: Sakshi
rights: Copyright (c) 2025
date: 2025-12-03
publication date: 2025-12-03
starting page: 56
ending page: 76
doi: 10.48165/iitmjbs.2025.SI.4

EXPLORING GEN Z PERSPECTIVE FOR SPIRITUALITY
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description: In recent years, there has been a growing interest in spirituality, particularly among younger generations. Generation Z (Gen Z), typically defined as individuals born between 1997 and 2012, is the first cohort to have grown up with digital technology as an integral part of their daily lives. As this generation transitions into adulthood, their perceptions and attitudes toward spirituality appear to diverge from those of previous generations. The aim of this study is to examine the spiritual practices of Gen Z, focusing on the techniques employed, the frequency of engagement, and the factors influencing their practice. Additionally, the study seeks to explore gender differences in the perceived importance of spirituality and to investigate the relationship between belief in spirituality and mental well-being. A total of 100 respondents were selected through convenience sampling, and data were collected using a self-constructed questionnaire. The findings indicate that Gen Z increasingly utilizes practices such as meditation, mindfulness, and yoga as tools for managing stress, anxiety, and emotional well-being. Furthermore, the results suggest that females place greater importance on spirituality in their lives compared to males. A significant positive correlation was found between belief in spirituality and mental well-being, suggesting that a stronger belief in spirituality is associated with improved mental health among the respondents.
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creator: Renu Sharma
creator: Mohita Mathur
rights: Copyright (c) 2025
date: 2025-12-03
publication date: 2025-12-03
starting page: 47
ending page: 55
doi: 10.48165/iitmjbs.2025.SI.3

FRANCHISING IN ORGANIZED RETAIL IN HARYANA: ISSUES AND OPPORTUNITIES
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description: The robust economy of Haryana, along with steadily increasing levels of consumer demand, translates to significant new business potential for retail franchises. This paper investigates the potential and difficulties in depth, thereby providing insights into the changing environment of organized retail in Haryana. Results highlight the main issues faced by the organized sector, specifically in the five districts of Haryana: Ambala, Faridabad, Gurugram, Kurukshetra, and Panchkula. Data have been collected from a sample of 320 respondents of different age groups for the investigation of the study. From the results, it has been found that at 0.86, brand reputation and training and support are favorably connected. Famous brands train and aid franchisees more, where a high brand reputation aligns with comprehensive training. Marketing assistance and brand reputation are positively associated (0.89). High correlations between territory protection and high royalty fees (0.77) suggest that territory protection is linked to higher royalty fees. The R-squared of 0.69 suggests the model explains many franchising fluctuations. This high F-value indicates that the model is statistically significant, with an F-statistic of 116.24. Research indicates that brand reputation, training and support, and territory protection improve franchising model effectiveness. However, large royalty payments and statistically significant disputes hurt franchising. It highlights the necessity of adopting a strategic and flexible approach in order to succeed in an ever-changing industry. According to the findings of the study, there is great potential for franchising in Haryana’s organized retail sector. This, however, is contingent upon franchisors being able to manage the difficulties and effectively engage with local partners.
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creator: Reetu Mehta
creator: Sanjay Nandal
rights: Copyright (c) 2025 IITM Journal of Business Studies
date: 2025-12-03
publication date: 2025-12-03
starting page: 32
ending page: 46
doi: 10.48165/

EDTECH PLATFORMS, E-LEARNING AND ENTREPRENEURSHIP IN INDIA: AN EMPIRICAL STUDY ON STUDENT ENGAGEMENT IN THE DIGITAL AGE
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description: India’s EdTech industry has emerged as a global powerhouse, revolutionizing learning for over 400 million students, including 40 million in higher education, particularly during the COVID-19 pandemic. While EdTech platforms hold immense potential for digital learning and entrepreneurial skill development, their widespread adoption is hindered by challenges such as the digital divide, limited accessibility, and inadequate infrastructure. This study critically examines the influence of EdTech on student engagement, learning outcomes, and entrepreneurial aspirations within India’s digital education ecosystem.A mixed-methods research approach will be employed, integrating quantitative surveys and qualitative interviews. The study will survey 471 students from K–12 and higher education institutions across metropolitan and semi urban regions of India, alongside 25 EdTech entrepreneurs and 15 operational managers from leading EdTech firms. Data will be sourced from government reports, EdTech industry whitepapers, and academic literature. Descriptive statistics will be used to identify adoption trends to assess the impact of EdTech, while multiple linear regression will analyze the relationship between EdTech usage and student engagement. T-tests and ANOVA will compare engagement levels across demographic groups. PLS-Structural Equation Modelling (SEM) will explore the causal links between digital accessibility, AI-driven personalization, gamification, learning outcomes, entrepreneurial aspirations, and student engagement. Preliminary expectations suggest a strong correlation between EdTech usage and improved motivation, engagement, and academic performance. The study also anticipates higher retention rates than traditional e-learning methods and increased student interest in EdTech-driven entrepreneurship. It will conclude with strategic proposals aimed at filling digital accessibility gaps, improving personalization with AI, resolving parental issues of concern, and integ…
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creator: Rakesh Kumar Gupta
creator: Neha Goyal
creator: Sandeep Kumar Goel
creator: Jitendra Singh Rathore
rights: Copyright (c) 2025 IITM Journal of Business Studies
date: 2025-12-03
publication date: 2025-12-03
starting page: 1
ending page: 31
doi: 10.48165/iitmjbs.2025.SI.1

CRISIS-DRIVEN DIGITAL TRANSFORMATION: A MULTIVARIATE ANALYSIS OF OTT PLATFORM ADOPTION AND CONSUMER BEHAVIOR IN INDIA DURING COVID-19
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description: This study investigates the transformative impact of the COVID-19 pandemic on Over The-Top (OTT) platform adoption and consumer behaviour in India, focusing on the migration from traditional entertainment media to digital streaming services during crisis conditions. A cross-sectional survey was conducted among 400 Indian consumers aged 18–35 years using stratified sampling across major cities. Data were collected via an online structured questionnaire and analysed using SPSS 29.0 and AMOS, employing descriptive statistics, chi-square tests, correlation analysis, multiple and hierarchical regressions, and structural equation modelling (SEM) to test the proposed relationships. Results indicate a substantial increase in OTT subscriptions during COVID-19, with significant behavioural substitution away from theatres (−74.7%) and increased weekly OTT viewing (+131%). Perceived usefulness, ease of use, and entertainment gratifications significantly predicted behavioural intention, while lockdown duration and income acted as strong contextual moderators (final model R² = 0.69). Findings show that crisis exposure significantly amplified technology acceptance and gratification-driven motives, accelerating OTT adoption. The study extends existing Technology Acceptance and Uses & Gratifications frameworks by examining their joint applicability in a crisis-driven context, providing multivariate empirical validation of OTT adoption in emergent market settings. The study offers managerial insights for segmentation, localization, and post-crisis retention strategies.
subject: Articles
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creator: Gulam Mustafa
rights: Copyright (c) 2026 IITM Journal of Business Studies
date: 2026-04-14
publication date: 2026-04-14
starting page: 61
ending page: 86
doi: 10.48165/iitmjbs.2025.13.1.6

WHEN THE FOX GUARDS THE HENHOUSE: DARK TRIAD TRAITS AS DRIVERS OF INCIVILITY AND BROKEN KNOWLEDGE PATHS
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description: Academic institutions have witnessed a sharp increase in asocial behaviors such as incivility and knowledge hoarding across the globe. Such behaviors, a common type of interpersonal misconduct, undermine the collaborative spirit and disturb the harmony between students and instructors. Several variables, including social, cultural, emotional, and institutional drivers, are identified in the research as contributing to academic incivility. Despite the extant literature on the said domain, there hasn’t been much empirical research on the influence of individual personality qualities, especially dark personality traits. Previous research indicates a strong correlation between core personality traits and individual behavior patterns, emotional reactions, and interpersonal conduct. While substantial research has examined the role of dark traits in areas such as leadership behavior, investment decisions, and risk-taking tendencies, there remains a significant gap in understanding how these traits manifest in academic environments. The present study attempts to fill this gap.
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creator: Ujjal Bhuyan
creator: Harbamon Rongpi
rights: Copyright (c) 2026 IITM Journal of Business Studies
date: 2026-04-14
publication date: 2026-04-14
starting page: 1
ending page: 17
doi: 10.48165/10.48165/iitmjbs.2025.13.1.1

DIGITAL MARKETING TECHNIQUES LEVERAGING SOCIAL MEDIA: DRIVING TANGIBLE BUSINESS OUTCOMES
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description: he effectiveness of digital marketing strategies in boosting online business sales through social media platforms is a critical area of study in today’s digital age. This research aims to delve deeply into how businesses can leverage social media for marketing purposes to enhance their sales performance. Digital marketing has become indispensable for businesses aiming to reach and engage with their target audiences effectively. Social media platforms, such as Facebook, Instagram, Twitter, LinkedIn, and others, have emerged as powerful tools for marketers because of their extensive user bases and advanced targeting capabilities. These platforms enable businesses to create targeted advertising campaigns, share engaging content, interact directly with customers, and leverage influencer partnerships to increase brand visibility and drive sales. This research serves as a comprehensive guide for businesses seeking to harness the power of social media to increase their online sales through effective digital marketing strategies. By synthesizing theoretical knowledge with empirical findings, this study provides actionable insights and best practices that businesses can implement to optimize their digital marketing efforts, maximize revenue generation, and cultivate long-term customer relationships in the digital era.
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creator: Kanu Raheja
creator: Anamika Rana
creator: Sushma Malik
rights: Copyright (c) 2025
date: 2025-06-24
publication date: 2025-06-24
starting page: 153
ending page: 169
doi: 10.48165/iitmjbs.2025.12.1.9

A COMPARATIVE STUDY OF INVESTMENT IN ESG AND ANTI ESG FUNDS
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description: In the realm of investment, Environmental, Social, and Governance (ESG) criteria have gained prominence as critical factors influencing investment decisions. ESG focused funds invest in companies that demonstrate strong practices in environmental sustainability, social responsibility, and sound governance. Conversely, Anti-ESG funds may invest in companies that do not prioritize or align with these principles. The research process here involves a Literature Review and Data Collection on ESG investing and Anti ESG strategies, followed by the Selection of Investment Portfolios for a well-rounded analysis. Secondly, there is a Performance Analysis of the portfolios, Risk Assessment, and Stakeholder opinion. Further, Statistical Analysis and Sensitivity Analysis are used to draw meaningful Conclusions and Recommendations for investors.
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creator: Soni Mitali
creator: Deepak Kumar
creator: Dikshita Thakkar
rights: Copyright (c) 2025
date: 2025-06-24
publication date: 2025-06-24
starting page: 141
ending page: 152
doi: 10.48165/iitmjbs.2025.12.1.8

EFFECT OF INCLUSIVE LEADERSHIP (IL) ON INNOVATIVE WORK BEHAVIOR (IWB) OF SCHOOL TEACHERS: A PARALLEL MEDIATION ANALYSIS IN PLS – SEM
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description: This study investigates the innovative work behaviour of school teachers who practice in clusive leadership, with mediating roles of workplace friendship and psychological safety. Drawing on data from 308 school teachers, PLS-SEM revealed that inclusive leadership positively impacts innovative work behavior, workplace friendship, and psychological safety. Furthermore, both workplace friendship (WF) and psychological safety (PS) significantly in fluence innovative work behavior and serve as mediators in the relationship between IL and IWL innovative work behavior. The results ac centuate the importance of fostering inclusive leadership to enhance innovative work behav ior among educators, highlighting how work place friendships and psychological safety con tribute to creating an environment conducive to innovation. The study provides practical im plications for educational institutions to prior itize inclusive leadership practices and cultivate a supportive work atmosphere. By exploring these dynamics, the research offers valuable in sights into strategies for enhancing innovation in schools.
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creator: Renu Sharma
creator: Simnu Bhatia
creator: Sheela Bhargava
creator: Monika Kulshreshtha
creator: Mohita Mohita
rights: Copyright (c) 2025
date: 2025-06-24
publication date: 2025-06-24
starting page: 128
ending page: 140
doi: 10.48165/iitmjbs.2025.12.1.7

EFFECT OF CRM PERCEPTION AND SERVICE QUALITY SATISFACTION ON CUSTOMER LOYALTY IN BANKING SECTOR
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description: This paper addresses the critical imperative for banking institutions, particularly in India, to cultivate enduring relationships with customers with a focus on Customer Relationship Management (CRM) and its effect on service quality satisfaction and customer loyalty. The research employs Partial Least Square Structural Equation Modeling (PLS-SEM) to analyze the relationship between CRM perception and customer loyalty with customer satisfaction from service quality acting as a mediator. The findings reveal significant positive path coefficients, affirming that a positive perception of CRM practices influences customer satisfaction from service quality as well as customer loyalty. Additionally, the research establishes a significant and positive impact of customer satisfaction on customer loyalty, and identifies a complementary partial mediation effect suggesting that customer satisfaction from service quality mediates between CRM perception and customer loyalty relationship. These findings provide a robust framework for understanding the dynamics shaping customer-bank relationship, allowing banking firms to strategically enhance customer satisfaction and loyalty. The study emphasizes the ongoing need for banks to adapt and refine their CRM practices to align with the evolving needs of customers, ultimately adding value to all stakeholders involved in the financial landscape.
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creator: Kriti Agarwal
creator: Aruna Dev Rroy
creator: Anoop Pandey
rights: Copyright (c) 2025
date: 2025-06-24
publication date: 2025-06-24
starting page: 113
ending page: 127
doi: 10.48165/iitmjbs.2025.12.1.6

ANTECEDENTS OF AI-DRIVEN ACCOUNTING SYSTEM USAGE AND ITS IMPACT ON SMES PERFORMANCE: IN THE CONTEXT OF INDUSTRY 4.0 OF INDIA
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description: Studies have shown that companies are working on creating digital technology to make better decisions and stay ahead of their rivals. However, these studies haven’t explored deeply how companies use digital technology to enhance their operations and impact value, particularly for small and medium-sized enterprises (SMEs). In this context, accounting information has played a crucial role in the decision-making process of businesses, and the broad use of digital technology has allowed for more efficient and effective handling of accounting data related to these activities. An online accounting system called the AI-Driven Accounting System generates the data required for research while enabling the reporting, recording, and processing of enormous amounts of money. The current study focuses on the influence of the TOE, or technological, organizational, and environmental characteristics framework, on AI-Driven Accounting System usage (AASU), which, in turn, affects AI-Driven Accounting System performance (AASP), in light of the significance of AI-Driven Accounting Systems for improving the financial performance of SMEs. In order to examine the variables influencing SMEs’ adoption of AI-Driven accounting systems, this study created an integrated model. The data collection tool for this study was a questionnaire created from a review of the literature. After analyzing data from 183 working professionals of SMEs in Gujarat and Haryana, India, structural equation modeling (SEM) was performed using IBM SPSS AMOS, Ver-20. The results demonstrate that compatibility of using technology, organizational preparedness, management at senior level, and government support—all these variables had an influence on using AI-Driven Accounting System (AASU) except in the Relative Advantage of Technology context. AASU also had a positive and substantial impact on AI-Driven accounting system performance (AASP). AASU has been demonstrated to be an effective technology for the management of larg…
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creator: Kamini Rai
creator: Mamta Sharma
rights: Copyright (c) 2025
date: 2025-06-24
publication date: 2025-06-24
starting page: 93
ending page: 112
doi: 10.48165/iitmjbs.2025.12.1.5

THE EFFECT OF NON-FINANCIAL REPORTING ON INVESTMENT DECISION-MAKING AMONG RETAIL INVESTORS
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description: This paper aims to examine the current behavior qua retail investors regarding India’s non-financial reporting and how non-financial reporting has impacted their decisions. The study further delves into the influence of various factors viz-a-viz non-financial reporting and the investment decision. Non financial reporting has been represented by the standardized Business Responsibility and Sustainability Report. During the investigation and preparation of the present paper, the author has taken three independent variables and one dependent variable. The independent variables taken by the author are environmental variables, social variables, and governance as the third variable, whereas the responding variable is the investment decision. The author tries to collect data by distributing questionnaires among the retail investors who have applied for securities for less than Rs. 2,00,000/- with a sample size of 500 respondents.
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creator: Nancy Gupta
creator: Ajit Mittal
rights: Copyright (c) 2025
date: 2025-06-24
publication date: 2025-06-24
starting page: 74
ending page: 92
doi: 10.48165/iitmjbs.2025.12.1.4

UNVEILING THE DYNAMICS OF SEARCH ENGINE OPTIMIZATION (SEO): STRATEGIES, CHALLENGES AND FUTURE TRENDS IN DIGITAL MARKETING
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description: This paper addresses the concept of Search Engine Optimization (SEO), which is essential in increasing the exposure of a website and consequently making it more visible to users. SEO efforts are grouped as on-page, off-page, and technical SEO. On-page SEO includes optimizing the content, adding title, meta, and image tags, and adjusting the URLs of target websites. Promoting domain authority through backlinking, competitor analysis, and link-building strategies is called off-page SEO. Technical SEO is all about enhancing mobile accessibility, XML sitemap, robots. txt, and the security of a website so that search engines can crawl and index it more effectively. In order to capture the attention of search engines, optimizers must be well-versed in its algorithm ranking factors and ensure that the page aims to answer a user’s inquiry as well as target certain phrases that assist with higher ranking. There is an emphasis on the need for ethical SEO, and optimizers need to keep adapting to new algorithm updates if they want to remain competitive. The discussion of future perspectives raises the introduction of voice search and AI to digital marketing, which encourages pursuing deeper research.
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creator: Anand Bharathi
creator: S Rajamohan
rights: Copyright (c) 2025
date: 2025-06-24
publication date: 2025-06-24
starting page: 52
ending page: 73
doi: 10.48165/iitmjbs.2025.12.1.3

IDENTIFYING THE DIMENSIONS OF PERCEIVED CONSTRAINTS IN THE ADOPTION OF THE INTEGRATED FISH FARMING SYSTEM
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description: Regardless of the Integrated Fish Farming System (IFFS) being more economical and sustainable, its adoption has not been commendable, especially in developing countries like India. In light of these concerns, the current study attempts to understand the barriers to the adoption of IFFS. In addition to the variables of constraints identified through previous literature, other variables were identified and selected by conducting FGDs with experts from the College of Fisheries, Raha, Assam. A total of 504 farmers were chosen for the study using multi-stage sampling approaches in twelve districts that included all six of Assam’s Agro-Climatic Zones. Analyzing the data with SPSS, both descriptive and inferential statistics were employed in comprehending the data. To reduce the dimensions of restrictions, Principal Component Analysis (PCA) was used in conjunction with Exploratory Factor Analysis (EFA). Using varimax rotation, the Factor Analysis Model resulted in seven factors of constraints. The model has been found to have a good fit with an acceptable non-residual value. The assessment of such constraints does not only provide a helping hand in disseminating such sustainable agricultural practices but also ensures the sustainable usage of farm waste by making ecological considerations.
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creator: Ronuj Bori
creator: Runumi Das
creator: Pradip Chandra BhuyanDean
rights: Copyright (c) 2025
date: 2025-06-23
publication date: 2025-06-23
starting page: 30
ending page: 51
doi: 10.48165/iitmjbs.2025.12.1.2

MAPPING INDIA’S COMMODITY EXPORT NETWORK: SECTORAL INTERCONNECTEDNESS AND BEHAVIOR AT TAIL DISTRIBUTION WITH LEADING GLOBAL ECONOMIES
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description: This study investigates the interconnectedness of India’s commodity exports with thirteen major global economies from 2000 to 2023, employing the quantile-quantile connectedness approach. The analysis, illustrated through an extensive network graph, highlights significant variations and dependencies across three economic indicators, particularly in extreme distribution scenarios across various export categories. Our findings reveal convoluted non linear and multiscale interdependencies that elucidate global economic behavior, especially in India’s bilateral trade relationships. Economic Policy Uncertainty (EPU), Consumer Price Index (CPI), and Producer Price Index (PPI) of destination countries have a decisive role in the export network, alongside key export categories such as Petroleum, Agriculture, Ores, and Manufacturing, underscoring India’s pivotal role within the global commodity export network. Furthermore, Principal Component Analysis (PCA) is utilized to consolidate economic variable outcomes into a singular, interpretable metric for each commodity category. These results underscore the significance of extreme economic conditions and tail dependencies in shaping policy, with critical implications for international trade and economic strategy. This study’s methodological and sector-specific insights offer valuable guidance to policymakers and economists in understanding global economic interdependence and crafting more resilient trade and economic policies.
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creator: Musthafa KS
creator: Mikhdad KG
creator: Amina Kurikkal Madathil Musthafa
rights: Copyright (c) 2025
date: 2025-06-23
publication date: 2025-06-23
starting page: 1
ending page: 29
doi: 10.48165/iitmjbs.2025.12.1.1

CORPORATE SOCIAL RESPONSIBILITY AND OWNERSHIP STRUCTURE: ANALYSING THE IMPACT OF MANDATORY CSR
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description: While extant scholarship examining the relationship between Corporate Social Responsibility (CSR) and ownership structure, no work has examined how Mandatory CSR impacts the CSR-Ownership structure nexus. Coercive pressure from law plays a crucial role in influencing how the ownership structure of companies can affect the CSR performance. Accordingly, it is crucial to understand the difference between CSR and ownership structure relationship before and after the implementation of Section-135 of the Companies Act, 2013 in the Indian context. In the present study, we draw on institutional theory to explore if the corporate sector responds to institutional pressures. Our analysis of a sample of NIFTY 100 index firms for the period 2010-2019 illustrates that the impact of ownership structure on CSR is higher in the period after the implementation of mandate. Our theoretical arguments and results emphasize the value of multiple perspectives to evaluate the impact of Mandatory CSR on the link between CSR and ownership structure.
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creator: Ritika Gupta
creator: Abha Gupta
creator: Kamini Rai
rights: Copyright (c) 2024
date: 2024-10-18
publication date: 2024-10-18
starting page: 284
ending page: 310
doi: 10.48165/iitmjbs.2024.SI.18

DEMOGRAPHIC DYNAMICS OF FINTECH ADOPTION: EXPLORING PATTERNS AND PREFERENCES IN AN EMERGING ECONOMY
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description: In recent years, the global financial landscape has undergone a significant transformation propelled by the rapid proliferation of Financial Technology (Fintech). This technological revolution has not only reshaped traditional financial services but has also democratized access to financial products and services, ushering in a new era of financial inclusion and empowerment. Understanding the underlying demographic dynamics behind Fintech adoption has become increasingly crucial for policymakers, financial institutions, and market participants alike, especially within emerging economies. This research aims to delve into the intricate interplay between demographic factors and Fintech adoption within the context of emerging economies. Through a multidimensional approach encompassing quantitative analysis and theoretical frameworks, the study endeavors to investigate the patterns and preferences across different demographic segments. By analyzing data from 15 emerging countries representing diverse regions across the globe, the research seeks to uncover insights into the drivers and barriers influencing Fintech adoption.
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creator: Rakesh Kumar Gupta
rights: Copyright (c) 2024
date: 2024-10-18
publication date: 2024-10-18
starting page: 263
ending page: 283
doi: 10.48165/iitmjbs.2024.SI.17

MACHINE LEARNING APPLICATIONS IN AGRICULTURE 4.0 –A RENAISSANCE IN THE FIELD OF AGRICULTURE, IMPACT ON THE PRECISION AGRICULTURE AND REVOLUTION IN CROP MANAGEMENT
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description: The paper focuses on the growth of the agricultural sector from the past to current trends and its growth in smart farming. The agriculture sector in India has successfully met the production targets set by the government and has also set new production records in almost all commodities. The paper is a bibliometric analysis of the systematic literature review of precision agriculture, including technical terms like IoT, precision agriculture, machine learning, artificial intelligence, and traditional farming. The paper discusses the various phases in the agricultural management system, including advancements from the past centuries to current trends. The study compares different machine algorithms for agriculture management in precision agriculture. The different sectors include crop disease detection, weed detection, yield prediction, crop recognition and recommendation, water management, animal welfare, livestock production, and soil management. The challenges faced by farmers are a matter of concern and have been highlighted in this paper. The future prospects are also discussed, giving India a new edge in the world.
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creator: Gargi Mukherjee
creator: Daljeet Singh Bawa
rights: Copyright (c) 2024
date: 2024-10-18
publication date: 2024-10-18
starting page: 251
ending page: 262
doi: 10.48165/iitmjbs.2024.SI.16

MODELLING THE FACTORS AFFECTING CUSTOMERS’ INTENTION TO USE ARTIFICIAL INTELLIGENCE POWERED CHATBOT SERVICES IN BANKS
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description: Indian banks are using AI-powered chatbots to provide better customer service through real time communication and problem-solving. This research study aims to compare customer intent in using chatbot services offered by private and public sector banks. Additionally, the study investigates the significant factors that explain customer behavioral intent to use AI-powered chatbot services. The paper collected primary data from Indian public and private sector bank customers in Delhi-NCR through Google form links, Instagram, and Facebook. The Unified Theory of Acceptance and Use of Technology (UTAUT) 2 was assessed, and statistical tools such as paired sample t-tests and multiple regression were used to test the hypotheses. The results of the multiple regression analysis showed that hedonic motivation plays a significant role in understanding the intent of public sector customers to use chatbots, while habit plays a significant role for private bank customers. The authors observed a significant difference between public sector bank customers and private bank customers in terms of behavioral intent to use chatbot services, concluding that private bank customers are more intent on using chatbots compared to public sector customers.
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creator: Neha Garg
creator: Sourabh Bansal
rights: Copyright (c) 2024
date: 2024-10-17
publication date: 2024-10-17
starting page: 237
ending page: 250
doi: 10.48165/iitmjbs.2024.SI.15

INFLATIONARY DYNAMICS AND CAUSAL NEXUS OF BUDGETARY GAPS AND MONETARY EXPANSIONS: A TIME SERIES ANALYSIS WITH ARDL MODELLING FOR BANGLADESH
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description: This paper examines the causal relationships between inflation, budget deficit, and money supply in Bangladesh from 1980 to 2023 using the Autoregressive Distributed Lag (ARDL) approach. Short-run causality analysis reveals unidirectional influences from budget deficits and money supply to inflation. Contrary to common conjectures that link budget deficits to inflation through increased money supply, our findings reveal no causality between money supply and inflation in both the short-run and long-run. The study contributes to the empirical literature by focusing on the unique economic context of Bangladesh, which has not been extensively explored in this tri variate relationship. The results suggest that conventional economic theories may not fully apply to developing countries like Bangladesh, where monetary expansions do not necessarily lead to inflationary pressures in the long run. The paper concludes with policy recommendations based on the analysis of the ARDL model and diagnostic tests confirming the model’s stability.
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creator: Amit Kundu
creator: Barendra Nath Chakroborty
creator: Anil Kumar Goyal
creator: Rachita Garg
rights: Copyright (c) 2024
date: 2024-10-18
publication date: 2024-10-18
starting page: 218
ending page: 236
doi: 10.48165/iitmjbs.2024.SI.14

IMPACT OF IND AS ADOPTION ON THE FINANCIAL PERFORMANCE OF INDIAN COMPANIES
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description: The Indian companies are provided with a global reporting landscape with the introduction of Indian Accounting Standards (Ind AS). These standards are in line with the global International Financial Reporting Standards (IFRS) and have made the financial statements comparable at a global level. In India, the MCA gave a strategic plan for the introduction of Ind AS, which are in line with IFRS, in 2010. A planned roadmap was given for the adoption of Ind AS voluntarily from April 2015, mandatorily for all companies with a net worth of 500 crore or more from April 2016, and so on in a phased manner. The objective of the research is to analyze the impact of Ind AS adoption on the financial performance of selected companies in India, based on the cutoff year 2016. Data from 39 eligible companies (ranging from 2012-2023) was collected, and hypotheses were tested using paired sample t-tests. The results show that there is no significant impact of Ind AS adoption on the financial ratios of the selected companies. The study has practical implications for the companies that are still lagging behind in reporting Ind AS data and companies for whom adoption is still voluntary, as findings suggest that adoption and reporting of Ind AS do not affect the financial performance of the company.
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creator: Anil Kumar Goyal
creator: Rachita Garg
creator: Amit Kundu
creator: Barendra Nath Chakroborty
rights: Copyright (c) 2024
date: 2024-10-18
publication date: 2024-10-18
starting page: 209
ending page: 217
doi: 10.48165/iitmjbs.2024.SI.13

GREEN ADOPTION AND ORGANIZATION PERFORMANCE: ASSESSING THE EFFECT OF ENVIRONMENTAL PROACTIVITY
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description: Since the Industrial Revolution, human economic activities have added a huge amount of Greenhouse Gases (GHGs) into the environment. The rise in environmental pollution, the global average temperature, and sea level now present an alarming situation all over the world, requiring action by all concerned. It is in this regard that the present work has been undertaken with a focus on identifying and examining the drivers for their influence on organizations’ green adoption and sustainable performance. Through random sampling, primary responses were obtained from the managers of 103 organizations based in India. The use of step-wise regression analysis on cross-sectional data yielded findings that establish a significant impact of three out of five drivers, namely organization characteristics, public policy, and technology characteristics, on green adoption by organizations. The results also support a positive and significant impact of green adoption on economic, social, as well as environmental performance of organizations. The practical suggestions outlined in the study can be used by organizations to adopt and promote green programs as a profitable endeavor for their sustainable growth in the future.
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creator: Minesh K. Srivastava
creator: Garima Gupta
rights: Copyright (c) 2024
date: 2024-10-18
publication date: 2024-10-18
starting page: 192
ending page: 208
doi: 10.48165/iitmjbs.2024.SI.12

PRESENCE OF GLASS CEILING IN HIGHER EDUCATIONAL INSTITUTIONS: A ROADBLOCK FOR SUSTAINABLE DEVELOPMENT
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description: The glass ceiling in higher educational institutions is a significant roadblock to sustainable development. Despite the increasing number of women in faculty positions, their career progression appears to be slow, with many remaining concentrated toward entry-level positions. This invisible barrier hinders women’s advancement to top positions, such as heads, deans, and directors. A study of 98 faculty members working in higher education sector in NCR region revealed that gender and psychological constraints were the strongest glass ceiling barriers. Other factors like perceived discrimination and a male dominating culture significantly determine the glass ceiling effect. The conceptual model of the glass ceiling and career development in the study highlights the complexities that hinder women’s career advancement. It offers a framework for thoroughly analyzing and addressing these issues, considering the interplay of societal, organizational, human, and external factors, as well as the importance of intersectionality and continuous adaptability. The study points out that this vertical segregation not only impedes individual career development but also undermines the broader goal of gender equality, a key aspect of sustainable development.
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creator: Rakhi Arora
creator: Anuradha Tiwary
rights: Copyright (c) 2024
date: 2024-10-18
publication date: 2024-10-18
starting page: 183
ending page: 191
doi: 10.48165/iitmjbs.2024.SI.11

IMPACT OF CORPORATE GOVERNANCE ON PERFORMANCE OF BANKS IN INDIA
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description: The study explores the intricate relationship between corporate governance mechanisms and their influence on the performance metrics of banks, considering different ownership structures in the Indian banking sector. In light of the economic reforms and heightened regulatory scrutiny post the 1990s, this study investigates whether the changes in governance practices have substantially affected the performance outcomes of banks in terms of profitability, risk management, and operational efficiency.
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creator: Saumya Chaturvedi
creator: Aparna Marwah
rights: Copyright (c) 2024
date: 2024-10-18
publication date: 2024-10-18
starting page: 168
ending page: 182
doi: 10.48165/iitmjbs.2024.SI.10

ANALYSIS OF RETAILER’S BEHAVIOURAL INTENTION TO USE MOBILE PAYMENT: USING THE UTAUT (UNIFIED THEORY OF ACCEPTANCE AND USE OF TECHNOLOGY) MODEL
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description: In this evolving modern world, technology is involved in all fields of human life. Mobile payment has become essential not only for consumer convenience but also for retailers’ business growth. Several studies have been undertaken to highlight the aspects that contribute to the establishment of “Behavioural Intention” among consumers for adopting mobile payments. Still, no studies are available in the context of India, as per the review of literature, which demonstrate the factors responsible for “Behavioural Intention” of retailers to adopt and use mobile payment in their day-to-day business. This study makes use of a “Five-point Likert Scale” to collect data from Indian retailers and establish a relationship between the selected variables for the study to fill the existing research gap present in the context of Indian retailers. Apart from UTAUT, “Performance Expectancy,” “Effort Expectancy,” “Social Influence,” “Facilitating Conditions,” and “Behavioural Intention,” “Perceived Security” is considered as one variable as there is always a security risk involved in using any digital technology. It is found that only “Effort Expectancy” and “Perceived Security” have a significant relationship with the Behavioural Intention of a retailer to use mobile payment. At the same time, “Performance Expectancy,”
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creator: Saurabh Sonkar
creator: Atul Anand Jha
creator: Sidhant Kumar
creator: Vivek Singh Sachan
creator: Pragyan Pushpanjali
creator: Ashoke Kumar Sarkar
rights: Copyright (c) 2024
date: 2024-10-18
publication date: 2024-10-18
starting page: 153
ending page: 167
doi: 10.48165/iitmjbs.2024.SI.9