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THE IMPACT OF MODERN MARKETING PRACTICES ON MARKETING PERFORMANCE: A CONCEPTUAL REVIEW OF DIGITAL, SOCIAL MEDIA, DATA-DRIVEN AND AI-ENABLED MARKETING
Purpose The marketing environment has undergone substantial transformation as organizations increasingly integrate digital technologies, social platforms, data analytics, artificial intelligence, personalized communication, and omnichannel approaches into their marketing activities. This study examines how modern marketing…
TRENDS IN STOCK MARKET INDICES OVER THE PAST DECADE IN INDIA: AN EMPIRICAL ANALYSIS OF SENSEX AND NIFTY 50 FROM 2016-2025
Purpose. This study scrutinizes the trends, growth trajectory, and volatility patterns exhibited by India’s two principal benchmark equity indices, the BSE Sensex and the NSE Nifty 50 over the past decade (2016–2025). It seeks to…
Goods and Services Tax Reform and Profitability of Indian IT Start-ups: A Pre- and Post-GST Financial Analysis
Purpose. This study examines whether the implementation of the Goods and Services Tax (GST) was associated with changes in the profitability of selected Indian IT start-ups. Design/methodology/approach. The study adopts a secondary-data, pre- and post-GST…
Buy Now, Pay Later Use and Financial Stress among Generation Z in Bengaluru: The Role of Impulsive Buying and Financial Capability
Purpose. This study examines the relationship between Buy Now, Pay Later (BNPL) use and financial stress among Generation Z in Bengaluru, with particular attention to impulsive buying, financial confidence, income and saving behaviour. Design/methodology/approach. The…
Artificial Intelligence in Banking Fraud Detection: The Role of Accuracy, Real-Time Detection and False-Positive Management
Purpose. This study examines the perceived effectiveness of artificial intelligence (AI)-based fraud detection systems in banking, focusing on real-time detection, false positives, customer experience and detection accuracy. Design/methodology/approach. The study adopts a descriptive, cross-sectional survey…
Green Energy Stocks versus Green Mutual Funds: Investor Risk Perceptions, Sustainability Preferences and Growth Expectations
Purpose. This study compares investor perceptions of green energy stocks and green mutual funds, focusing on perceived risk, sustainability contribution, long-term growth potential and awareness of investment-specific risks. Design/methodology/approach. The study adopts a comparative quantitative…
Artificial Intelligence in Human Resource Management: Applications, Ethical Challenges and Future Research Directions
Purpose: Artificial intelligence (AI) is increasingly transforming human resource management (HRM) by changing how organisations attract, select, develop, evaluate and retain employees. This conceptual review examines the principal applications of AI across the employee lifecycle,…
Artificial Intelligence in Credit Risk Assessment and Credit Scoring: Evidence from the Indian Banking Sector
Purpose. This study examines the relationship between behavioural biases and investment decision-making among individual investors in Bengaluru, focusing on overconfidence, loss aversion, anchoring and herding. Design/methodology/approach. Primary data were collected from 155 individual investors using…
Artificial Intelligence in Credit Risk Assessment and Credit Scoring: Evidence from the Indian Banking Sector
Purpose. This study examines the role of artificial intelligence (AI) in credit risk assessment and credit scoring in the banking sector, with particular emphasis on underwriting accuracy, loan-processing efficiency, digital lending and credit-risk management. Design/methodology/approach.…
AI-Based Fake Certificate Verification System Using QR Code
Purpose The growing use of digital certificates has increased concerns about certificate forgery in education, government, and corporate sectors. This study proposes an AI-based certificate verification system integrated with QR codes to enable secure, rapid,…
An Interactive Web-Based Educational Platform for Learning Traditional Pulli Kolam Patterns
Purpose This study presents the design and development of Kolam Connect, an interactive web-based educational platform that introduces users to the traditional South Indian art of Pulli Kolam through a gamified learning experience. The system…
A Multimodal Explainable Lightweight Transformer-Based AI Framework for Real-Time Plant Disease Identification using Leaf Images, Environmental Sensors, and Weather Data
Purpose This study proposes a multimodal, explainable, and lightweight transformer-based artificial intelligence framework for real-time plant disease identification. The framework is designed to overcome the accuracy-efficiency trade-off of existing convolutional and transformer-based models by jointly…
Beyond Text CAPTCHAs: Comparing Image and Audio Challenges for Secure, Usable, and Accessible Authentication
Purpose This Study Aims to Compare Three Widely Used Captcha Techniques, Namely Text-Based, Image-Based, And Audio-Based Captchas, To Evaluate Their Effectiveness in Preventing Automated Bot Attacks While Providing a User-Friendly Experience for Legitimate Users. With…
A Survey on Generative Artificial Intelligence: Models, Applications, and Research Challenges
Purpose Generative Artificial Intelligence (GenAI) has emerged as a transformative area of machine learning, enabling systems to generate human-like content across literature, music, animation, images, and computer programming. This paper aims to examine contemporary research…
Hybrid Vision Mamba Convnext V2 for Sesame Leaf Disease Classification
Purpose Sesame (Sesamum indicum L.) is an economically important oilseed crop whose productivity is significantly affected by foliar diseases. This study aims to develop an automated and accurate deep learning framework, VMCAF-Net, for early identification…
Medfusion-Net: A Dual-Path CNN-Transformer Model with Multi-Scale Attention for Medical Image Analysis
Purpose: Medical image analysis increasingly relies on deep learning for classification and decision-support tasks, but models must balance local texture recognition, global contextual reasoning, computational efficiency, and interpretability. This paper proposes MedFusion-Net, a new dual-path…