Journal Issues

Abstract
In recent years, social media has reached new heights and has become an integral part of our lives. For a variety of purposes, people utilize social media. It has no restrictions. The outbreak of covid-19 pandemic has only improved the argument. The quantity of online institutions has been steadily increasing. Online classes are available for learning dancing, music, yoga, art, cuisine, and other subjects. The day when social media was exclusively used for fun is now a distant memory. The virtual market is now open for any of your goods or services. This indicates that you may use these platforms to advertise your goods. This study's major objective is to determine the consumer
perception of social media as a marketing tool. There are 75 samples utilized in this investigation. Standardized questionnaires served as the study's main method of data collection. This study primary data is used and descriptive-correlation analysis is used to analyze and handle the acquired data statistically. Results showed that users are satisfied when making social media as purchase material and the majority of 76% of consumers prefer buying products on social media. The value of the consumer is not considerably impacted. The result is fairly conclusive that social media does not significantly affect online product promotion. According to the survey, businesses should interact with customers more actively, use more creative yet informative product advertisements that aren't monotonous, and pay attention to customer feedback.
Keywords: Consumer, Social media, Product 

Abstract
The research project entitled “A STUDY ON FACTORS INFLUENCING EMPLOYEERETENTION IN IT SECTOR” is an attempt to understand employee’s perception about the factors which are important for them to continue in
the same organization. The data were collected through well-structured questionnaires which contain closed end question. This survey is collected from the I. There search design used for this study is descriptive in nature. The descriptive study helps the researcher to find out various characteristics of the population. Snowball sampling technique was adopted for selecting sample units from the respondents. The methods of data collection for the study include both primary and secondary data. A sample data of 105 respondents helped to analyze their perception on factors influencing employee retention and provide valuable suggestions. The statistical tool used for analyzing and interpreting the opinions of the users and the tools includes hypothesis testing (chi-square and weighted average). The results were presented with the help of different charts and diagrams were drawn from the analyzing of data’s, suggestions and conclusions have been made based on the findings. The rankings of the factors were identified using weighted average method. Association between gender & factor and variance on factors with respect to work experience are identified by chi-square and ova respectively.
Keywords: Employee retention, Influencing factors, IT sectors.
 

 
Abstract
Investment is the next word that usually follows once an individual starts earning money. An investment is an asset that is created to allow money to grow. The wealth created can be used for various objectives such as meeting shortages of income, saving up for retirement, purchasing other assets or fulfilling certain obligations such as repayment of loans, etc.  Nowadays, a wide range of investment avenues are available to the investor. Every investor wants to invest in the best investment avenues to avail maximum return in a specific tenure with minimum risk involved. Working individuals have a fixed flow of income, and their investment patterns are also different. In connection with this, research has been conducted to determine the investment behavior of salaried investors in Chennai city. The study will help understand the investment preferences of investors. The research serves a twin-fold purpose of finding the awareness of individuals about different investment avenues and analyzing the behavioral pattern of individuals while investing.
Keywords: Investment, Working Individuals, Returns.  

Abstract
The Human always wants to know himself as a gentleman, worthy and creditable and also they want to be supported and commended from others and like to be proud of him and others. When he/she does his job successfully he/she feels worth-full. On several occasions it has been suggested that an individual’s self-esteem, formed around work and organizational experiences, plays an important role in determining worker motivation, work related attitudes, and behaviors. Organizational-based self-esteem (OBSE) is a positive emotion and consciousness which one posses with regard to workplace situation, it is that state of mind in which an employee believes he or she can satisfy his or her needs by participating in roles within the organization.The researcher initiated this study with an aim to study the various opinion of mutual fund employees with respect to self-esteem. To get the results for stated objectives the researchers collected the primary information from 105
samples using self-administered questionnaire through convenience sampling. The questionnaire weighed on two major variables namely, independent variables being age, gender, marital status, number of children, type of family, educational qualification, experience and dependent variable, namely, self-motivation, in-role performance, job satisfaction, and organization related attitudes. The data collected is analysed after converting them into numbers using percentage analysis and it reported that the majority of the respondents have a satisfied level of self-esteem. TTo conclude, in development of selfesteem self-efficacy is a crucial aspect to focus on since the development of a high sense of self-efficacy leads to an increase in one’s self-respect and generally their self-esteem is improved.

Keywords: Self-Esteem. Self-Motivation, In-Role Performance, Job Satisfaction, Organization Related Attitudes.
 
 

Abstract
Advertisement plays a major role to boost the sales of any business. With the fast growth of
technology, E advertising plays a major role and is used as a strategy for the growth of the
company. Electronic advertising uses the other forms of social media to help a business
promote and sell goods and services. Traditional advertising has created the foundation of
digital marketing.  Online advertising has become a need now for all businesses to win the
competition. Online advertising is one of the easiest mediums through which the company
can reach consumers from all corners of the world. with millions of consumers all over the
world using the internet every day, online advertising is now crucial for every company.
Online advertising is a great way to grow the business and increase revenue. Thus, the
effectiveness of E-advertising in business paves the way for the following benefits global
reach, cost-effective, focus on the target audience, measurable, engagement, Flexible, etc., 
Key Words E- Advertising, Traditional advertising, Digital Marketing, Online advertising,
Target audience, Global reach, Measurable 

Abstract
The lifestyle of people changing towards environmental protection is becoming a trend worldwide and effective measures are being taken to preserve the environment. Companies have begun to name themselves as globally approachable and the companies have to position themselves by certain environmental guidelines only if they want to remain active and functions player in the market. It also follows a protective environmental tactic that
helps to raise the resource efficiency of processes, products, and services, and decrease the risk to environment and to people. Generally, consumers most frequently used terms associated with eco-product or eco-friendly products. The terms are eco-friendly, ozonefriendly, phosphate-free, and ecologically friendly. The based on the researchers made an empirical study to awareness of eco-friendly products, and their influence on buying behavior of consumers and collected sample data from 150 consumers by distributing well structured  questionnaires. The study reveals that the majority of respondents are aware of eco-friendly products from the major sources is social media (54%) followed by newspapers and television/radio advertisements.

Keywords: Environment, Consumers, Eco friendly, Awareness. 

Abstract
This study examines consumer preferences and attitudes towards Fast-Moving Consumer Goods (FMCG) products. FMCG products play a pivotal role in the everyday lives of consumers, as they encompass items like food, beverages, personal care, and household essentials. The product operates at low profit margin. Indian FMCG sector is the major contributor to Indian economy. The taste and preference of consumer are changed often. Every customer in the market has own brand preference. Customer will be looking for certain attributes before purchasing the FMCG products.
Keywords: consumer preference, brand loyalty, perceived quality, FMCG
 

Abstract
A Human Resource Management System (HRMS) is a set of systems and procedures that exist at the interface between human resource management (HRM) and information technology. It combines HRM as a discipline, and particularly its essential HR activities and procedures, with the field of information technology, whereas data processing system programming grew into standardized routines and packages of enterprise resource planning
software. The major goal of this article is to lessen the effort required by the administrator to keep track of everyday occurrences such as attendance, projects, tasks, appointments, and so on. 

Abstract
This research was conducted to investigate the relationship between Perception, Attitude, Satisfaction, Intention to visit, Loyalty of Destination Branding on Destination Brand Equity. A survey data from 319 students were collected using questionnaire method. The finding implies that Perception, Attitude, Satisfaction, Intention to visit, Loyalty has a significant positive impact on Destination Brand Equity. Understanding the target market will allow one to effectively cover and deliver your destination’s unique selling point. The recommendations from the analysis are the travel agents should also consider the perception of the travelers, get the feed backs about their stay and must try to incorporate them in their advertising strategies. It is also very important for the travelers through proper sources to take into considerations the reviews, ratings, recommendations and feed backs given by the travelers before they plan to travel.

Keywords: Destination, Travelers, Attitude, Intention to visit and Loyalty. 

Abstract
The intention of this paper is to qualitatively explore the current Marketing Strategy. Marketing is one of important department in business. It helps us to influence marketing in the market. Marketing Strategy is a business game plan for reaching prospective consumers and turning them into customers of the products or service .Activities a company undertake to promote the buying or selling of a product or service. The answers are provided in the
finding and suggestions. The stratified sampling approach is used in the research methodology under the probability sampling technique. The Study’s pollution consisted of firm customer and main data was acquired by questionnaire. The descriptive analysis includes percentage analysis, and One – way ANOVA has taken also this study and interpreted the data. So finally concluded the overall the performance and the suggestion included in the study to take up the improvement of the company next level to improve the growth and develop of the future as well as overall the relationship with the costumer. Marketing strategy is used by different companies to               collaborate with their consumer. It is also employed to aware the customers about the features, specifications and benefits of company’s product. Effective marketing strategies help to get ahead in the competition.  
Keywords: Prospective consumer, Stratified sampling, Marketing Strategy.
 

Abstract
Banking has always been a highly information-intensive activity that relies heavily on information technology (IT) to acquire, process, and deliver the appropriate information to all relevant users and differentiate their products and services. The banking industry is one of the leading segments of the financial services sector in adopting and utilizing the technology on consumer markets and consequently, its service delivery has undergone
changes unprecedented in its history. The retail banking distribution system witnessed a major shift in the 1970s, due to the emergence of new technologies that simplified remote access to banks. Over the past few years, the world has witnessed significant changes in wireless communication systems. This has provided various opportunities to business, while consumers are enhancing the use of mobile devices for their daily activities. . One area of interest is the growing adoption and acceptance of mobile payment services around the
world. The use of mobile payment technology has tripled in the last few years. Despite its growth potential, researchers have paid little attention to the factors that influence the intention to use mobile payment services in the emerging market. The main aim of the study is to identify the impact of mobile banking on customer satisfaction with reference to retail banking in Kanyakumari district. Both primary and secondary data are extensively used in this study. Then, the primary data was collected through the questionnaire method from the
mobile banking users. For this study 75 respondents were selected positively. For collecting necessary data, 75 respondents have been collected in Kanyakumari district by using convenience sampling method. From this study, we can see that among many factors that determine the customers’ satisfaction for mobile banking services; accessibility, convenience, privacy, security, design, content, speed and Fees and Charges appear to be the most
important determinants of customers’ satisfaction.
Keywords: Information technology, Banking, Mobile Payment, Wireless communication. 

Abstract 
The major aim of this study is to analyze customer preference and perception towards the
purchase and willingness of Samsung mobile phones specifically in Chennai city. Samsung
specializes in the production of wide variety of consumer products particularly in mobile
industry. Samsung has become a true digital leader in the electronics sector. The finding
implies that satisfaction, preference, brand loyalty and  as significant  and positive impact on
customer preference towards Samsung mobile phones, A sample of 100 customers of
mobile phone users is taken. Questionnaire has been analyzed with the help of interpretation
have been made to study of impact. The study concludes that mostly customers prefer
opting for Samsung mobiles are popular so many customer using good features here good
backup, good camera, best quality, more user friendly, at a budget-friendly rate. The
company makes them to get satisfied which provides good value for their money.

Key words: Smart phones, perception, Samsung, Brand and customer satisfaction

Abstract
Exponential growth in the fin tech industry and with the support of Mobile phone usage, UPI has become popular. Cashless economy was possible with the emergence of UPI. Pandemic has paved the way for seamless use of UPI which led to establishment of many e-payment companies.UPI has become ‘order of the day’ rather than a ‘ lifestyle’. The study was carried to understand the customer preference towards UPI and factors influencing customer preference towards various UPI are analyzed. A Questionnaire was used to understand the preference of
UPI. The factors like convenience, speed of transaction, ease of usage, storage of data and security of data play significant roles in determining the use of UPI. Structured Questionnaire was used to collect Primary data of approximately a minimum of 65 respondents using Disproportionate stratified sampling from customers of 5 different UPIs. Convenience was the significant factor in preferring UPI, followed by trust. Ranking analysis and percentage analysis were used to study various factors and determine the relationship between the variables.
Keywords: Digital payments, cashless economy, UPI unified payment interface. 

Abstract
Marketing strategies have undergone significant changes and have become a crucial element in a business's success. Being in tune with current trends and pioneering new ones has become essential for companies to stay competitive in the global market. To gain an edge, businesses are leveraging advanced technologies, including artificial intelligence, particularly in their marketing efforts. This study examines the impact of chat bots on both customers and companies. It gathered responses from 102 participants through a tailored questionnaire, analyzing their perspectives on Chabot adoption and its implications for businesses and customer interactions.

Keywords: Marketing, Artificial Intelligence, Chat bots, Adoption, Trend Maker, Global Platform. 
 

Abstract
This article explores the significant contribution of e-commerce to the economic development of India. E-commerce, the buying and selling of goods and services over the internet, has transformed the way businesses operate and has witnessed substantial growth in India in recent years. This study examines the various ways in which e-commerce has impacted India's economy and its potential for further growth One of the key contributions of e-commerce is its role in boosting small and medium-sized enterprises (SMEs). E- commerce platforms have provided a digital marketplace for SMEs to showcase and sell their products, empowering them to reach a broader customer base domestically and internationally, fostering innovation and entrepreneurship.
The growth of e-commerce has also led to the creation of numerous job opportunities across various sectors. From logistics to digital marketing, e-commerce companies have generated employment opportunities for diverse skill sets, contributing to a more inclusive job market. E-commerce has played a pivotal role in bridging the urban-rural divide in India, providing access to goods and services in remote areas and empowering rural communities. It has also attracted foreign direct investment (FDI) into the sector, contributing to the development of logistics and supply chain infrastructure in the country. Furthermore, the adoption of digital payment systems driven by e-commerce has contributed to financial inclusion, reducing cash dependency, and fostering a transparent economy. The data-driven insights obtained from e-commerce platforms have enhanced market efficiency and helped businesses tailor their offerings to customer preferences.  Despite its positive impact, e-commerce also presents challenges related to data security, privacy, and fair competition. The article emphasizes the importance of addressing these challenges through effective regulations and policies to fully harness the potential of ecommerce for sustainable economic development. Looking ahead continued advancements in e-commerce technology, infrastructure, and digital payment systems are expected to  further accelerate economic growth in India. By creating an enabling environment for e-commerce innovation and ensuring a level playing field, India can continue to leverage e commerce as a key driver of its economic
development journey.

Keywords: E-commerce, Economic development, Job creation, Financial inclusion
 

Abatract
This paper examines the challenges and strategies associated with recruitment and selection in the digital transformation era. As technology advances, organizations face hurdles such as managing high volumes of applications, assessing online profiles, and protecting candidate privacy. To overcome these challenges, organizations are leveraging digital platforms, employing advanced screening tools, and emphasizing candidate engagement. By utilizing these strategies, organizations can expand their talent pool and improve the efficiency of
candidate evaluation. The study highlights the importance of adapting recruitment and selection processes to embrace digital transformation. It emphasizes the need for personalized experiences, clear communication, and interactive assessments to enhance candidate engagement. The suggestions underscore the significance of continuous adaptation and flexibility in recruitment and selection strategies to effectively attract and secure top talent in the ever-evolving digital landscape.

Keywords: Digital Transformation, Candidate engagement, Digital platforms, Screening tool.
 

Abstract
This research paper examines consumer perceptions towards green products and their impact on consumer buying behavior. The study analyzes data from 150 respondents in Chennai City, focusing on the influence of demographic variables such as age, education, occupation, income, and gender. The findings highlight that consumers with higher education and income levels exhibit more positive perceptions of green products. Additionally, the research explores consumers' environmental concerns and their role in shaping consumer attitudes. The study emphasizes the significance of demographic variables in influencing consumer perception towards green products, providing valuable insights for businesses seeking to promote sustainability and cater to environmentally conscious
consumers. 

Abstract
In barely a few years, central banks have significantly intensified their research and development activities on central bank digital currencies (CBDCs). These efforts are aided by an increasing body of economic research, much of which focuses on the "reserves for all" component of CBDCs for retail use. CBDCs, on the other hand, must be considered in the context of the digital economy and the value of data, raising concerns about competitiveness, payment system integrity, and privacy. This research takes readers on a tour of the emerging CBDC literature, concentrating on micro economic issues such as operational designs, technology, and privacy, as well as macroeconomic implications for the financial system, financial stability, and monetary policy. A number of unsolved questions, particularly concerning the cross-border characteristics of CBDCs, demand more research to widen the research field. 
Keywords: CBDCs vs. Crypto currencies, Goals, Digital Currency.
 

Abstract
In this study, the various student behavioral factors are compared between student locations of schools. The current study contrasts student participation across several school locations in the Tirunelveli region. Data from both primary and secondary  sources have been gathered. The study's methodology relies on unbalanced quota sampling. From the 42775 students enrolled in the Tirunelveli municipal schools, 382 were chosen as the sample size. For the purpose of selecting the sample units, a disproportionate quota sampling technique was used. The respondents were divided into two groups: metropolitan areas and rural areas. ANOVA and the 'F' test were the
research instruments employed in this study. Comparisons between location and behavior factor are found by the study to be I like Most days when I go to school, I do my.

Keywords: Behavior, Location Student Engagement etc.
 

Abstract
Currency serves as a legal tender in all parts of the country. Apart from the money now a day’s various form of money are being in use like plastic cards, Gpay, UPI payments,etc. these are accepted against payment for goods and services and for the repayment of debts in a given socio-economic context of a country.  Money is the medium of exchange and today we use this money in various forms like g-pay, phone pay, credit card, debit card, etc. and all these are backed up with the help of internet banking and the vast growth in technology. Money also measures the value of all the things whether it is a new gadget or labor hours worked. The excess money in the society are saved in the banks. Thus banks act as our agent for using as well as protecting our money. This paper comprises of the SWOT analysis of the Banks in India. Banks apart from performing banking operations they also carry out other services like insurance, housing development, paying utility bills, helping the customers in buying and selling of securities, etc.  
Keywords: Lending rates, nationalization, economy growth, banks, capitalist.
 

Abstract
Talent Management refers to all the integrated processes we employ to attract, compensate, create, and recompense individuals. Before delving into the methods of talent management, it is critical to recognize that ability' is everywhere in today's enterprises. Employee retention is essential in organizations. In an IT company, talent management refers to managing an organization's staff strength, skill level, and potential. The study's primary goal is to examine the influence of job skills and employee engagement on staff retention in a sample of IT businesses in Chennai. The Cronbach alpha was used to test the dependability and uniqueness of the investigation strategy and its components. The researcher investigated talent management techniques in several dimensions in this study. In addition, the study looked at how talent management techniques aid in the retention of personnel in the information technology sector.. According to the current study's findings, it is discovered through the association examination that at whatever point educational qualification, monthly income, insight in the organization, and working hours out of each day improves their skills, their abilities planning also significantly increases. Furthermore, as people become older, their talents and planning abilities deteriorate. According to the study's findings, male respondents have a high degree of satisfaction with their jobs.So, IT businesses should determine whether the issue requires training programs, assistance, or comfort time, and then take the required measures to correct the situation. With expanding competitiveness, a lack of capacity, globalization, and a consistent requirement to direct capacity, the augmentation for capacity examination board practice is becoming increasingly important.
Keywords: Talent Management, Modern management, Information technology, Employee retention. 
 

ABSTRACT
This study outlines marketing strategies used in India's banking service industries.
Marketing strategy is one of the most important subjects that bank policymakers must
thoroughly research. This results from the need to enhance bank performance and
ensure long-term growth as the banking industry faces increased competition. An
overview of the banking industry's marketing strategies is provided in the article. In
this era of sophisticated and fiercely competitive challenges, it is crucial for banks to
keep a loyal clientele. Therefore, banks' perspectives on customer and market demands
and advertising strategies should be broader.
Keywords: Banks, consumer loyalty, marketing strategies, and competition
 

 
Abstract
According to the examine it seems that many human beings truely consider the authorities at the usefulness of cashless financial system because it enables to  combat towards terrorism, corruption, cash laundering however one largest hassle with inside the running of cashless financial system in India is cybercrime and unlawful get right of entry to number one facts.  It became observed that demographic component anticipate schooling does now no longer have a good deal effect at the adoption of the virtual fee. It shows that adoption of virtual fee is inspired through the instructional  degree of the Payments. The increase of customers of clever telecast smartphone and net penetration in such location additionally facilitated the adoption of virtual fee.
Keywords: G Pay, Payt m ,Phone Pe ,UPI Cashless financial system, and virtual fee.

Abstract

      The study is proposed to assess the factors influencing the purchase of green products in Chennai city. The extensive writing on the consumer of green newly focuses by the marketers and markets. Even though consciousness environmental in Indian consumers is examined through the literature, their buying behavior towards green products is not so far implicit. Therefore, the present study is contemplated on factors influencing towards the consumption of green products in Chennai city. The research makes use of the survey method technique to test framed hypothesis of the study.  A simple convenience sampling method was used and collected the data from 681 users of green products consumers in the study region. The study found that the factors, namely environmental protection, environmental responsibility, Environmental kindliness, personal experience of green products, Social Appeal aspect, significantly influence the buying decision of green products in the study area. The study results are helpful to the marketing professionals of green products. It also helps the organizations frame the marketing aspect strategies and beneficial to the organizations to identify the consumer’s perception and satisfaction of using green products. 

Keywords: Green Products, Consumer, Purchase decisions