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“A Study on The Effectiveness of E-Advertising in Business”
MRS. T. Mythily
Pages: 1-145 | First Published: 05 Sep 2023
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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

1. Kotler, P. & Keller, K. 2011. Marketing Management 14th Edition, Upper Saddle River, NJ, Prentice Hall.
2. Advertising Association of the UK. (n.d.).
3. [3] Dash, M., Belgaonkar, P. (2012). Comparative effectiveness of Radio, Print, and Web advertising. Social Science Research Network, 1-8.
4. Mary Meeker's. (2016). Internet Trends Report.
5. [Rodgers, S., & Thorsons, E. (2000). The Interactive Advertising Model: How users Perceive and process online Ads. Journal of interactive advertising, 1(1), 42-61.
6. Interactive Advertising Bureau. (2002).
7. Interactive Advertising Bureau. (2013).
8. Nielsen Norman Group. (n.d.). E-Commerce User Behaviour and Executive Summary for The Series. [9] Chatterjee, P. (2001). Modeling consumer network navigation in World Wide Web sites: Implications for Advertising. Unpublished Dissertation Proposal.
9. Price Waterhouse Coopers. (2010). Measuring the effectiveness of Online Advertising.

Emerging Role of Artificial Intelligence in Predicting Career Growth in Digital Entrepreneurship
Dr Adilakshmamma T
Pages: 8-24 | First Published: 05 Sep 2023
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Abstract
In this modern and developing business era, customer preferences, and demand have become constantly changing. In this regard, to keep pace with the current trend, it is highly crucial to adopt modern and advanced technological involvement in the business process to enhance productivity (Vlačić et al. 2021). This study has shed light on the ways  “Artificial Intelligence (AI)” may affect new digital entrepreneurship and its all potential
practices and outcomes. The researcher investigates how the advanced technology will support and replace the tasks connected with selling, production, and scaling to increase business revenue among existing business competitors. These changes in the business process can develop the career growth of the employees and also become helpful with the adoption of AI technology. AI is able to enhance entrepreneurial activities, reliability, and also technological strength that is capable of developing the productivity and efficiency of the employees to increase the profit margin to set their career for the long-term issue. The study discusses the beneficial sites as well as disadvantages of current digital entrepreneurship with the collaboration of new AI technology. The researcher has adopted a “primary quantitative data collective tool” to collect the relevant data and information. In addition, depending on the IBM SPSS software the raw data has been evaluated in a better way. The perfect data collection method and analysis process has made the study perfect to explore the right data and information. Moreover, all the risk components can be reduced with this research paper and also increase the value of digital entrepreneurship.  
Keywords: Artificial Intelligence (AI), digital entrepreneurship, career growth, business, revenue, profit
margin.

 

References

  1. Amrhein, V., Trafimow, D., & Greenland, S. (2019). Inferential statistics as  descriptive statistics: There is no replication crisis if we don’t expect replication. The American Statistician, 73(sup1), 262-270. Retrieved from:
    https://doi.org/10.1080/00031305.2018.1543137 

  2. Beauchamp, M. R., Crawford, K. L., & Jackson, B. (2019). Social cognitive theory and physical activity: Mechanisms of behavior change, critique, and legacy. Psychology of Sport and Exercise, 42, 110-117. Retrieved from: https://doi.org/10.1016/j.psychsport.2018.11.009 

  3. Benbya, H., Davenport, T. H., &Pachidi, S. (2020). Artificial intelligence in organizations: current state and future opportunities. MIS QuarterlyExecutive, 19(4). Retrieved from:https://dx.doi.org/10.2139/ssrn.3741983 

  4. Bhbosale, S., Pujari, V., & Multani, Z. (2020). Advantages And Disadvantages of Artificial Intellegence. Aayushi International Inter disciplinary Research Journal, 77, 227230.Retrieved from:https://www.researchgate.net/profile/Vinayak Pujari2/publication/344584269_Advantages_And_Disadvantages_Of_Artificial_Intelle
    gence/links/5f81b70192851c14bcbc1d96/Advantages-And-Disadvantages-OfArtificial-Intellegence.pd

  5. Hummel, D., &Maedche, A. (2019). How effective is nudging? A quantitativereview on the effect sizes and limits of empirical nudging studies. Journal of
    Behavioral and Experimental Economics, 80, 47-58. Retrieved from:https://doi.org/10.1016/j.socec.2019.03.005 

  6. Jelonek, D., Tien, N. H., Dao, M. T. H., & Minh, D. T. (2022). Comparative analysis of business strategy of Vietnamese real estate developers: the use of Hoffer matrix. International journal of multidisciplinary research and growth evaluation, 3(1)197-204. Retrieved from: https://www.researchgate.net/profile/Nguyen-Tien32/publication/358022086_Comparative_analysis_of_business_strategy_of_Vietnamese_real_estate_developers_The_use_of_Hoffer_matrix/links/61ebd60d8d338833e3895b47/Comparative-analysis-of-business-strategy-of-Vietnamese-realestate-developers-The-use-of-Hoffer-matrix.pdf

  7. Lim, J. S., Choe, M. J., Zhang, J., & Noh, G. Y. (2020). The role of wishful identification, emotional engagement, and parasocial relationships in repeated viewing of live-streaming games: A social cognitive theory perspective. Computers in Human Behavior, 108, 106327. Retrieved from:  https://doi.org/10.1016/j.chb.2020.106327 

Customer Awareness and Level of Satisfaction Towards Health Insurance Policies
Dr.Rajeev.M
Pages: 11-31 | First Published: 05 Sep 2023
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Abstract

Health expenditure is increasing day by day which most people pay out of their pockets. In the current scenario of consistently increasing medical expenses, most people spend more money on medical expenses in comparison to health insurance. In the case of having health insurance, paying out of pocket or borrowing money can be avoided. The study tries to know which factors affect health insurance and for the successful implementation of health insurance coverage, it is necessary to understand the basic dynamics of consumer preferences, acceptability, pricing of health insurance products and satisfaction obtained from it. The main objectives of the study are; to find out the customer awareness towards health insurance policies and to analyse the policyholder’s level of satisfaction on various aspects of health insurance policies. The present study is based on primary and secondary data. The study is mainly based on primary data. Secondary data have also been used for the study. Secondary data is collected from nationally published journals, research thesis, articles, etc. For the analysis and interpretation of collected data various statistical tools like percentages, Likert scale, Garratt ranking, and diagrams have been used.

Keywords: Health Insurance, Customer Satisfaction, Health Insurance Products

References

  1. A., Z. (2008). Marketing of life insurance service by Life Insurance Corporation of India at Thanjavur District.

  2. Acharya, T., Mishra, H., & S., V. S. (2007). Customer preference in the General Insurance industry in India. The ICFAI Journal of Marketing.

  3. Agarwal, R. (2001). Role of information technology in the insurance industry. Charted Secretary, 235-237.

  4. Allnvi, F., & Maria, B. (n.d.). Consumer preference of insurance services. International business programme, 1-96.

  5. Amsaveni, R., & B., I. P. (2015). The attitude of LIC Policyholders With special reference to Pollachi Taluk.

  6. Anandhi, K. (n.d.). Customer attitude towards health insurance. Shanlax International Journal of Commerce, 125-130.

  7. Bhat, R., & Jain, N. (2007). A study of factors affecting the Renewal of health insurance policy.

  8. Burke, J. (n.d.). The Art of Building a Relationship. Insurance Chronicle.

  9. Chandra, S. (1998). Future strategies for life insurance. The Indian Journal.

  10. Chaudhary. (2006, December 23). Indian Insurance Industry and privatisation. Retrieved from www.indiainfoline.com.

  11. D, S. K. (2014). A study on consumer behavior towards health insurance.

  12. George, L. (2014). A study on the consumer's perception towards insurance concerning Bangalore city.

  13. Gupta, P., & Bhyana, S. (2002). Insurance: sector challenges and strategies. JIMS, 40-44.

  14. Kronick, R., & Glimer, T. (1999). Explaining the decline in health insurance coverage, 1979-1995.

  15. Lall, M. (2011). An empirical study of life insurance products and services in rural areas. International Journal of Multi-Disciplinary Research.

  16. M., S. k., Priyan, & J., V. (2012). A comparative study of Public and Private Life insurance companies in India. Indian Journal of Commerce.

  17. Madhukumar, S. (2012). Awareness and perception regarding health insurance in Bangalore's rural population. International journal of medicine and public health.

  18. Panchal, N. (2013). Perception towards health insurance .

  19. Parasnis, P. (2001). Distribution of life insurance industry in Transition. Charted secretary, 232-234.

  20. Rajesh C, J., & Rao, V. (2007). Distribution channels of LIC- Are they effective? Insurance Chronicle.

  21. S.V., M. (2005). New initiatives in insurance sector: Opportunities and Challenges. Vikalpa.

  22. Saibaba, R. (2002). Perception and attitude of women Towards life insurance policy. Indian Journal of Marketing.

  23. Samuel, A. (2000). Insurance: The Indian Experience. 349-373.

  24. sharma, R. k. (2005). Insurance perspective in eastern UP: An Empirical Study. Indian Journal of Marketing, 14-20.

  25. Sini, V., & Karpagam, C. (2016). A study on policyholders' awareness and preference towards health insurance .

  26. Srinivas, V. (2000). How Returns Linked Insurance Products Can be Popularized. The Indian Journal.

  27. thampy, A., & Sitharama, S. (2002). Life Insurance Potential in India Economic Approach. The Journal of business perspective, 11-18.

An Economic Analysis on Production of Banana Cultivation in Erode District of Tamil Nadu
Dr. R. Jayachandran,
Pages: 25-32 | First Published: 05 Sep 2023
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Abstract 
Banana production is a premier horticulture crop in India. It has peculi cultivation process and trade practices have been made by all type of farmers (smamedium, large size) in India. Bananas are the fifth largest agricultural commodity in wortrade after cereals, sugar, coffee and cocoa. Bananas are grown in more than 150 countrie producing 105 million tonnes of fruit per year. Banana is a significant food crop and it greater economic importance among the food crops, since it is one of the lead in commodities in agricultural exports. Hence, the production performance of the crop importance in improving the efficient use of resources. The cost of production and returns obtained per unit would determine the profitability of the crop. The study predominantly descriptive based on empirical in nature. The primary data was collecte from various categories of Banana Cultivators. Secondary data was gathered from published documents. Suitable statistical tools have been used for analyzing the primadata. Gobichettipalayam, and Sathyamangalam Talucks in Erode district were random selected for the study. The nature of farmer’s category also decided for productivity terms of volume of acres they cultivated. The small growers who cultivated various type varieties with less labour cost. Whereas, larger growers who spent more labour cost for type of works which relates to the planting and maintenance, but they have potentimilch animals and tractors. Disk cutting plough equipment. According to the data analys maintenance, planting cost are equal  to small growers and large size farmers. 
Keywords : Production and productivity of banana cultivation. 
 

References

  1. Ajayi, A. R. and Mbah, G. O. (2018) Identification of indigenous ripening  technologies of banana and plantain fruits among women-marketers in Southeastern Nigeria. Agro-Science, 6(2): 60-66.

  2. Kumar, K.Ruben, R. and Kuyvenhoven, A. (2023) Market access, agricultural productivity and allocative efficiency in the banana sector of Uganda. Sustainable poverty reduction in less-favoured areas, 301-327.

  3. Begum, J. A. and Raha, S. K. (2019) Marketing of banana in selected areas of Bangladesh. Economic Affairs (Calcutta), 47(3): 158-166. 

  4. Chavan, A. A.; Kalyankar, S. P.; Shelke, R. D.; Thombre, R. F. and Kapse, P. S. (2020) Study on arrivals and prices on banana in Parbhani market of Maharashtra state. Agriculture Update, 4(1/2): 90-92.

  5. Fehr, C. (2010) Banana (Musa spp.) growing for export: innovative approaches in production and marketing – the need for partnerships. Acta Horticulturae, 879, 5356.
     

Overview of Schemes relating to Agricultural finance
Dr. K. Kaliyamurthy
Pages: 33-37 | First Published: 05 Sep 2023
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Abstract
    India being a welfare state, the citizens expect the government to perform all kinds of welfare measures to all sections of population especially agricultural community.  Agricultural lending and financing play a pivotal role in India's agriculture sector, which employs over 50% of the country's workforce and contributes around 17-18% to the country's Gross Domestic Product (GDP).  The first and foremost factor in providing agricultural finance by  both the Central and State governments is that it should be made available at the door steps of farmers, that is, affordability is sine qua non for meeting their requirements such as, buying agricultural equipments, raw materials and inputs with a view to increase agricultural productivity. In the provision of agricultural finance to the farming community at large, there are two sources, namely, organized and unorganized sources.  So far organized sources are concerned, commercial banks, cooperative banks, NABARD are worth mentioning and unorganized sources include indigenous bankers, traders, relatives and friends form part of it. The loan assistance offered to the farmers are with the aim of satisfying their commitments relating to expenses for crop cultivation, buying necessary seeds, pesticides and manures and various required input materials. Right from the tilling of soil till the reaping of corn during harvesting all kinds of assistance are offered by these institutions. In addition, government comes forward to chalk out various schemes for the promotion of well being of the farming community. This paper attempts to highlight the existing schemes launched for providing agricultural finance to the needy people.

Keywords: Agricultural finance, Agricultural inputs, Agricultural productivity, Capital investment
 

References

  • Datt & Sundaram, 72 Edition ( 2018), ‘Indian Economy’, S. Chand, New Delhi.

  •  Raghul B Nagpal, (2017), “Agricultural Finance’, Pacific Books International, New Delhi.

  • Economic Survey, Ministry of Finance, Government of India, 2022-2023. 

A Study on the Effectiveness of E-Advertising in Business
T.Mythily
Pages: 35-49 | First Published: 05 Sep 2023
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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., 
Keywords: E- Advertising, Traditional advertising, Digital Marketing, Online advertising, Target audience, Global reach, Measurable 

References 

  1. Kotler, P. & Keller, K. 2011. Marketing Management 14th Edition, Upper Saddle River

  2.  NJ, Prentice Hall. 

  3. Advertising Association of the UK. (n.d.). 

  4. Dash, M., Belgaonkar, P. (2012). Comparative effectiveness of Radio, Print, and  Web advertising. Social Science Research Network, 1-8.

  5.  Mary Meeker's. (2016). Internet Trends Report.

  6. Rodgers, S., &Thorsons, E. (2000). The Interactive Advertising Model: How users Perceive and process online Ads. Journal of interactive advertising, 1(1), 42-61. 

  7. Interactive Advertising Bureau. (2002).

  8. Interactive Advertising Bureau. (2013). 

  9. Nielsen Norman Group. (n.d.). E-Commerce User Behavior and Executive  Summary for the Series. [9] Chatterjee, P. (2001). Modeling consumer network navigation in World Wide Web sites: Implications for Advertising. Unpublished Dissertation Proposal.  

  10. Price Water house Coopers. (2010). Measuring the effectiveness of Online Advertising.  

  11. Dreze, X., & Xavier, F. (2003). Internet Advertising: Is Anybody Watching? Journal of   Interactive Marketing, 17(4), 8-23.  

  12. Scott, M., Everard, A., Galleta, D., & Polak, P. (2004). A Study of the effects of Online Advertising: A focus on PopUp and In-Line Ads. Proceedings of Third Annual Workshop on HCI Research in MIS, (p. 53). Washington, D.C. 

  13. Deshwal, P. (2016). Online Advertising and its impact on consumer behavior. International Journal of Applied Research, 2(2), 200-204. 

  14. Chaubey, D. S., Sharma, L. S., & Pant, M. (2013). Measuring the Effectiveness of Online Advertisement in Recalling a Product: An Empirical Study. Management Convergence. 

Role of Artificial Intelligence in Library Services and Management
Dr E. S. Kavitha
Pages: 38-44 | First Published: 05 Sep 2023
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Abstract
This article presents the role of artificial intelligence (AI) in libraries and its services and library operations. This study aims to provide researchers with a comprehensive understanding of artificial intelligence in a library context. The use of artificial intelligence in the library has become compelling. Artificial intelligence significantly improves the operation and services of libraries and updates and increases the importance of libraries in a constantly changing digital society. This systematic research aims to identify the uses and applications of artificial intelligence and machine learning in libraries. And AI also weighs in on data processing tools. The information presented here
is a valuable resource for researchers interestingly on artificial intelligence in libraries.
 

References

  1. Asemi, A., Ko, A., & Nowkarizi, M. (2020). Intelligent libraries: a review on  expert systems, artificial intelligence, and robot. Library Hi Tech. https://doi.org/10.1108/LHT  02-2020-0038 

  2. Luger, G. F. (2005). Artificial intelligence: structures and strategies for complex problem- solving. Pearson education. 

  3. Adetayo, A. J. (2023). Artificial intelligence chat bots in academic libraries: The rise of Chat GPT. Library Hi Tech News, 40(3), 18–21. https://doi.org/10.1108/LHTN-01- 2023-00072.

  4. Patrick Henry Winston. (1999) Artificial Intelligence, Addison Wesley, New Delhi: 10-12.

  5. https://www.emerald.com/insight/content/doi/10.1108/LHT-07-2021-0242/full/html

  6. https://www.igi-global.com/chapter/artificial-intelligence-in-libraries/245111

  7. https://asistdl.onlinelibrary.wiley.com/doi/full/10.1002/asi.24635

  8. https://repository.ifla.org/bitstream /ifla_statement_on_libraries_and_artificial_intelligence-full-  txt.pdf

  9. https://www.alastore.ala.org/content/artificial-intelligence-and-machine-learning-libraries

  10. https://digitalcommons.unl.edu/cgi/viewcontent.cgi?article=15061&context=lib
     philprac

 

Artificial Intelligence and Human Thinking
Dr. K. R. Kolammal
Pages: 45-51 | First Published: 05 Sep 2023
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Abstract
Intelligence is the most needed crux for any activity. Any stream of working or learning process, Intelligence plays a key role in that. But in recent decade, real intelligence was taken a step back and artificial intelligence has taken a strong stand in all the fields. This paper we are going to find the role of Human Intelligence and Artificial Intelligence and the thought process of human towards the replacement of real intelligence.  The thoughts of the humans are analyzed and interpreted on the basis of Questionnaire Collection with a sample of 120 respondents. Tools are applied for the interpretation and conclusion is derived.

Keywords: 

  • Artificial Intelligence

  • Human Intelligence

  • Situational Analysis

  • Job Replacement

  • Risky future 

References 

Artificial Intelligence and Investment Decision
Dr. B. Devamaindhan
Pages: 52-61 | First Published: 05 Sep 2023
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REFERENCES

  1. Ajzen, I. (1991). The theory of planned behavior. Organization Behaviour Human Decision Process, 179-211.

  2. Ameliawati, M., & Setiyanai, R. (2018, August 07). Retrieved April 24, 2022, from https://knepublishing.com/.

  3. Atkinson, A., & A, M. F. (2012). Measuring financial literacy: Results of the OECD/ International Network on financial education pilot study. Retrieved April 24, 2022, from https://www.oecd-library.org: 

  4. Bhushan, P., & Medury, Y. (2013). Financial Literacy and its Determinants. International Journal of Engineering, Business and Enterprise Applications.

  5. Bollen, K. (1989). Structural equations with latent variables. John Wiley & Sons.

  6. Byrne, B. (1994). Structural equation modeling with EQS and EQS/Windows. Thousand Oaks, California: Sage publications.

  7. Das, S. (2016). Financial Literacy among Indian Millennial Generation and Their Reflections on Financial Behaviour and Attitude: An Explanatory Research. The Indian Journal of Commerce, 16-34.

  8. Dixit, R., & Ghosh, M. (2013). Financial inclusion for inclusive growth of India - A study of Indian states. International Journal of Business Management & Research, 147-156.

  9. Fan, X., Thompson, B., & Wang, L. (1999). Effects of sample size, estimation method, and model specification on structural equation modeling fit indexes. Structural Equation Modeling, 56-83.

  10. Gretta, S. (2017). Financial Inclusion and Growth. Business and management review.

  11. Howlett, E., Kees, J., & Kemp, E. (2008). The role of self-regulation, future orientation, and financial knowledge in long-term financial decisions. Journal of Consumer Affairs, 223-242.

  12. Klapper, L., & Singer, D. (2014). The Opportunities of Digitizing Payments. Washington DC: World Bank.

  13. Klapper, L., Lusardi, A., & Oudheusden, P. V. (n.d.). Financial literacy around the world. Standard & Poor's .

  14. Mehra, D., & Indapurkar, D. K. (2020). Financial Literacy and Investment Behaviour: A Study on the Working Age Population of India. Journal of Emerging Technologies and Innovative Research, 1104-1115.

  15. Muller, S., & Weber, M. (2010). Financial Literacy and Mutual Fund Investments: Who Buys Actively Managed Funds? Schmalenbach Business Review, 126-153.

  16. Nye, K., Pete, W., & Cinnamon, H. (2013). Personal Financial Behavior: The Influence of Quantitative literacy and Material values. Numeracy, 23-26.

  17. OECD. (2018, May). 2018-INFE-FinLit-Measurement-Toolkit. Retrieved May 2022, from oecd.org: https://www.oecd.org/financial/education/2018-INFE-FinLit-Measurement-Toolkit.pdf

  18. OECD. (2018). OECD/INFE TOOLKIT FOR MEASURING FINANCIAL LITERACY AND FINANCIAL INCLUSION. Paris: Organisation for Economic Co-operation and Development.

  19. Rai, K., Dua, S., & Yadav, M. (2019). Association of Financial Attitude, Financial Behaviour and Financial Knowledge Towards Financial Literacy: A Structural Equation Modeling Approach. FIIB Business Review.

  20. Rajan, B., Kaur, N., Athwal, H. K., Rahman, A., & Velmurugan, P. (2020). Financial Literacy as a Tool for Stimulating the Investment Behaviour of Rural Women: An Empirical Assessment. In R. G. Ahangar, & A. Salman, Investment Strategies in Emerging New Trends in Finance. IntechOpen.

  21. Sangeetha, R. (2019). Impact of Financial Literacy on Investment Behavior and Consumption Behaviour of Middle-Class Families in Karnataka, India. international Journal of Advanced Science and Technology, 634-647.

  22. Seay, e. A. (2016). Exploring the demand for retirement planning advice: The role of financial literacy. Financial services review, 331-350.

  23. Shim, S., J, X., B.L, B., & Lyons, A. (2009). Pathways to life success: A conceptual model of financial well-being for young adults. Journal of Applied Developmental Psychology, 708-723.

  24. Topa, G., Hernández-Solís, M., & Zappalà, S. (2018). Financial Management Behavior Among Young Adults: The Role of Need for Cognitive Closure in a Three-Wave Moderated Mediation Model. Frontiers in Psychology.

  25. Van Raaij, W. (2016). Understanding Consumer Financial Behavior: Money Management in an Age of Financial Literacy. Palgrave Macmillan.

  26. Van Rooij, M., Lusardi, A., & Alessie, R. (2011). Financial literacy and stock market participation. Journal of financial economics, 449-472.

 

 

 

 

The Freebies – Impact on Economic Status And Real Expectations Of Beneficiaries
Dr. P. Mohanraj
Pages: 62-70 | First Published: 05 Sep 2023
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Abstract

            Freebies will help the people who are the below poverty line and of the lesser developed states, especially if they are large in numbers, to be uplifted from poverty. Generally, the provision of a series of promises made by political parties by providing free electricity, free public transport, free water, and waiver of pending bills and loans are often regarded as freebies. 

            For the last 3 decades, the state Government offered more freebies in the form of goods and services, In which few notable freebies are  No cost Rice, free electricity for agricultural purposes and domestic use, Colour TV, Table Fan, Grinder, and Mixture Grinder, Cattles, Dhothi, Saree, Electricity, Lap-top, Cycle, Gold for Mangalyam, Cheppal, Food, Free transportation for Ladies, etc..  The major objectives of this research are to find out the real impact of state (especially Govt. of Tamilnadu) freebies on changing the economic status of the beneficiaries and usually such freebies become need/demand-based depending on the situation in question. 20% more likely to talk about something they received for free. It is found that most freebies are underutilized and the majority of them are expecting in the form of cash and assured employment. This research was undertaken in Krishnagiri District and surveyed 672 beneficiaries having “Green Ration Cards”.  It is concluded that the No Cost of Lap-top, Cattle, free electricity for agricultural purposes, and Rice are highly beneficial and support the livelihood of the economically backward people. 

Keywords: Freebies, Beneficiaries, Green Ration Card, and Economically backward people

Women Empowerment in Agriculture Sector in India
Dr. J. Joice
Pages: 71-75 | First Published: 05 Sep 2023
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References

  • Food and Agriculture Organization Report (2011) Food and Agriculture Organization of the United Nations, Rome: 7-16.081-4539 

  • Ghosh, N. (2010) Organizational forms and market intermediations: A study on rural women entrepreneurs in India. The Indian Journal of Labour Economics. 53(2):382-384

  • Cunningham, K., Ruel, M., Ferguson, E., & Uauy, R. (2014). Women’s empowerment and child nutritional status in South Asia: a synthesis of the literature. Maternal and Child Nutrition, 11(1), 1–19. agriculture: closing the gender gap for development. Rome: FA

  • Cunningham, K., Ruel, M., Ferguson, E., & Uauy, R. (2014). Women’s empowerment and child nutritional status in South Asia: a synthesis of the literature. Maternal and Child Nutrition, 11(1), 1–19

  • FAO. (2011). The state of food and agriculture 2010–2011: women in agriculture: closing the gender gap for development. Rome: FA

  • Sharma, A., Dua, S. and Hatwal, V. (2012) Microenterprise development and rural women Entrepreneurship: Way for economic empowerment. Arth Prabhand: A Journal of Economics and Management. 1(6):114 arayan,  D.,  2002. Empowerment  and  poverty reduction: 

  • A  sourcebook.  World Bank  Publications,  Washington,  DC, https://openknowledge.worldbank.org/ handle/10986/15239.

  • Patel, A., 2012. Empowering women in agriculture. Yojana 56, 19−22.

  • Samman, E., Santos, M.E., 2009. Agency and empowerment:  a review of concepts, indicators and empirical evidence, 

  • Oxford,  UK..  Available from  www.ophi.org.uk/wp- content/uploads/OPHI-RP-10a.pdf

 

Navigating the Digital Marketplace SEO's Influence on E-Tailing in India
Dr. S. Aveline
Pages: 76-82 | First Published: 05 Sep 2023
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ABSTRACT

This conceptual paper provides a review of e-tailing and search engine optimization (SEO) and their impact on the Indian market. The e-commerce retail industry in India has experienced notable expansion in recent years, with increasing internet penetration, rising disposable incomes, and the COVID-19 pandemic driving the adoption of online shopping. Search engine optimization is a crucial component of e-tailing businesses in India, as it helps To enhance their online presence, increase credibility, and draw in a larger customer base. This chapter explores how search engine optimization impacts e-tailing businesses in India, including improved online visibility, increased credibility, cost-effective marketing, competitive advantage, and enhanced user experience. Additionally, it discusses the challenges and opportunities that e-tailers face in implementing search engine optimization strategies, such as optimizing for local languages and identifying niche markets. Overall, this paper highlights the importance of search engine optimization for e-tailing businesses in India and the significant impact it has on their success in the market. By investing in search engine optimization, e-tailers can enhance their digital visibility entice a larger customer base, and gain a competitive advantage in the rapidly growing e-tailing industry in India.

Keywords: Electronic retailing, Search Engine Optimization.

Reference

  1. Choi, Y., & Hwang, J. (2019). The effects of search engine optimization on the competitive advantage of small and medium-sized enterprises. Journal of Business Research, 97, pp.19-27.
  2. Donna L. Hoffman and Thomas P. Novak (2018), Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations, Journal of Marketing, Volume 60, Issue 3 pp. 50-68.
  3. Dung Le, Tuyet-Mai Nguyen, Sara Quach, Park Thaichon, Vanessa Ratten,(2021), "The Development and Current Trends of Digital Marketing and Relationship Marketing Research", Thaichon, P. and Ratten, V. (Ed.) Developing Digital Marketing, Emerald Publishing Limited, Bingley, pp. 1-18.
  4. Han, S., & Shavitt, S. (1994). Persuasion and culture: Advertising appeals in individualistic and collectivistic societies. Journal of Experimental Social Psychology, 30(4), pp. 326-350.
  5. Huseyin Guven (2020) Industry 4.0 and Marketing 4.0: In Perspective of Digitalization and E-Commerce, Agile Business Leadership Methods for Industry 4.0, pp.25–46.
  6. Ja-Shen Chen, Tran-Thien-Y Le, and Devina Florence( 2021) Usability and responsiveness of artificial intelligence chatbot on online customer experience in e-retailing, International Journal of Retail &Distribution Management, pp.1-19
  7. Neil F. Doherty& Fiona Ellis-Chadwick(2010) Internet retailing: the past, the present and the future, International Journal of Retail & Distribution Management Vol. 38 No. 11/12, 2010 pp. 943-965.
  8. Rowley J (1996), “Retailing and Shopping on the Internet”, International Journal of Retail & Distribution Management, Vol. 24, No. 3, pp. 26-37.
  9. Sonja Vučenović (2019) I n t e r n e t o f t h i n g s a s i n n o v a t i v e t e c h n o l o g y i n r e t a i l i n g, Annals of the Faculty of Economics in Subotica, Vol. 54, No. 39/2018, pp.249-256.
  10. Dr. Suman Kumar Dawn and Uttiya Kar (2011) E-tailing in India: its issues, opportunities and effective strategies for growth and development, International Journal of Multidisciplinary Research Vol.1 Issue 3, July 2011, pp no.101-115.
  11. Tanninen‐Anttila, J., & Karjaluoto, H. (2016). The impact of search engine visibility on website traffic. Online Information Review, 40(7), pp.913-926.
  12. Wiedmann, K. P., Hennigs, N., & Siebels, A. (2007). Measuring and managing the effectiveness of online marketing. Journal of Business Research, 60(4), pp. 438-446.
  13. Xavier Drèze and Fred Zufryden(2004)Measurement of online visibility and its impact on Internet traffic, Journal of Interactive Marketing, Volume 18, Issue 1, pp. 20-37.
  14. Yam B. Limbu and Ricard W. Jensen 2018 The determinants and consequences of website credibility in e-retailing: examining the roles of ethical issues, Int. J. Electronic Marketing and Retailing, Vol. 9, No. 1, pp no.89-108.Yam B. Limbu and Ricard W. Jensen 2018 The determinants and consequences of website credibility in e-retailing: examining the roles of ethical issues, Int. J. Electronic Marketing and Retailing, Vol. 9, No. 1, pp no.89-108.
  15. Zhuofan Yanga,b, Yong Shib,c*, Bo Wang 2015 Search Engine Marketing, Financing Ability and Firm Performance in E-commerce, Information Technology and Quantitative Management, Procedia Computer Science 55 ( 2015 ) pp. 1106 – 1112.
Rural Women Agricultural Revolution in India
Dr. P. Jeyashree
Pages: 83-87 | First Published: 05 Sep 2023
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Abstract

Rural women are prime mover for social, economic and environment revolution for the ‘New India’. In India, Agriculture enroll about 80 percent of rural women. Empowering and mainstreaming rural women workforce in agriculture can bring paradigm shift towards economic growth. It will enhance food and nutrition security and alleviate poverty and hunger. It’s a strategy for attain Sustainable Development Goals by 2030.

REFERENCES

  1. Prabhu Pingali, Anaka Aiyar Mathew Abraham and Andaleeb Rahman, 2019. Transforming Food Systems for a Rising India. Palgrave Studies in Agricultural Economics and Food Policy. ISBN 978-3-030-14408-1 ISBN 978-3-030-14409-8 (eBook) https://doi.org/10.1007/978-3-030- 14409-8

  2. Census. (2011). POPULATION. Census of India (Chapter. 1), Government of India.

  3. Ashish Kumar, 2019. Women’s empowerment under Modi Government. Report (URL: Women’s empowerment under Modi Government (opindia.com)

  4. FAO, 2011. The State of Food and Agriculture 2010-11: Women in agriculture: Closing the gender gap for development. ESA Working Paper No. 11-02. Agricultural Development Economics Division, The Food and Agriculture Organization of the United Nations. http://www.fao.org/publications/sofa/en/

  5. MoSPI, 2017. PARTICIPATION IN ECONOMY, Chapter 4, Ministry of Statistics & Programme Implementation. WM17Chapter4.pdf (mospi. nic.in)

  6. Ministry of Science & Technology, 2021. DBT Issues a Special Call under Biotech KISAN Programme for improving Agriculture Productivity in the North East Region. PIB Release, 19 June 2021. 

            https://pib.gov.in/PressReleasePage.aspx?PRID=1728507

  1. Ministry of Agriculture & Farmers Welfare, 2021. Schemes for Women Farmers. Creating Sustainable Livelihoods for Rural Women. PIB Release. 06 August 2021. https://pib.gov.in/PressReleaseIframePage.aspx?PRID=1743360

  2. Ministry of Finance, 2021. Pradhan Mantri Jan-Dhan Yojana (PMJDY) - National Mission for Financial Inclusion, completes seven years of successful implementation. PIB Release 28 AUG 2021. https://pib.gov.in/PressReleaseIframePage.aspx?PRID=1749749

  3. Ministry of Agriculture & Farmers Welfare (2019). Feminization of Agriculture. PIB Release, 09 July 2019. https://pib.gov.in/PressReleaseIframePage.aspx?PRID=1577924

  4. Ministry of Women and Child Development, 2021. Empowerment of Rural Women. PIB Release 29 July 2021.

            https://pib.gov.in/PressReleaseIframePage.aspx?PRID=1740324

  1. Ministry of Agriculture & Farmers Welfare, 2021(a). Training to Women in Agriculture. PIB Release. 09 March 2021.

            https://pib.gov.in/PressReleasePage.aspx?PRID=1703540

Sustainability and Speculation: Exploring Eco-Friendly Scenarios in Ursula K. Le Guin's The Disposses sed
Dr. Ruby Christie L
Pages: 88-95 | First Published: 05 Sep 2023
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Abstract

Sustainability and Scenario Planning provide a structured framework for exploring, analyzing, and planning for a sustainable future in the face of uncertainty and complexity. Science fiction frequently intertwines itself with sustainability through its predictions of the future and its proposals for predictable scenarios. Thus serving as an encouragement to contemplate a multitude of potential outcomes and possibilities. The study delves into the realm of sustainability and an eco-friendly scenario within the imaginative landscape of Ursula K. Le Guin’s The Dispossessed. Sustainability Scenario Planning lends a hand to constructing and analyzing sustainable and eco-friendly scenarios. At the same time, it emphasizes the intricate relationship between ecological practices, societal structure, and harmonious coexistence within the environment. With concrete examples from the novel, this study unveils the profound exploration of sustainability in Le Guins’ work, emphasizing its relevance to real-world ecological concerns. This study focuses on the Sustainability Scenario Planning of the planet Anarres in the novel.   

Key Words: Eco-friendly, Sustainability, Scenario Planning, imaginative landscape, environment 

References

  1. Le Guin, Ursula K. The Dispossessed. New York: Perennial Classics, 2003.

  2. Carr, Terry. Dream’s Edge: Science Fiction Stories about the Future of Planet Earth.

  3. Sierra Club Books, 1980.

  4. Oteros-Rozas, Elisa, et al. “Participatory Scenario Planning in Place-Based Social-Ecological 

    1. Research: Insights and Experiences from 23 Case Studies.” Ecology and Society, vol. 

    2. 20, no. 4, 2015. JSTOR, http://www.jstor.org/stable/26270296. 

  5. “Mapped: Where afforestation is taking place around the world.” Negative Emissions, 9 

    1. Oct 2018. https://www.carbonbrief.org/mapped-where-afforestation-is-taking-place-around-the-world

  6. “US astronauts drink recycled urine aboard space station but Russians refuse.” The Guardian, 

    1. 26 Aug 2015. https://www.theguardian.com/science/2015/aug/26/us-astronauts-recycled-urine-international-space-station  

  7. Take Action for the Sustainable Development Goals. United Nations. 2021.

    1. http://www.un.org/sustainabledevelopment/sustainable-development-goals/ 

  8. World Commission on Environment and Development, Our Common Future. Oxford. 1987.

  9. Watts John D. Community living standards and rural household decision making. Journal of

    1. Rural Studies. Vol 80, Dec 2020

 

Growth and Trends Pattern in Agriculture Credit in India: An Analysis of Post New Agricultural Policy
Dr. Krishnan Kutty. V
Pages: 94-101 | First Published: 05 Sep 2023
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Abstract

            The development and pattern of agricultural credit from cooperative banks, regional rural banks, commercial banks, and the total agency-wise credit flows to the agricultural sector in India represent an economy's contribution and stability. This study aims to assess the development and pattern of agricultural loans in India following the implementation of the new agricultural policy in 2000. Secondary data was acquired from the Ensure Portal, NABARD-Government of India, and NABARD Data Bank (different volumes) to meet the objectives. According to the agency-specific credit flow to the agriculture sector for the Indian economy from 1999–2000 to the 2019–2020 periods, cooperative banks' credit changed from Rs. 18260 to Rs. 157367, regional rural banks' credit from Rs. 3172 to Rs. 165326, commercial banks' credit from Rs. 24733 to Rs. 1070036, and the total credit to the agricultural sector changed from Rs. 46268 to Rs. 1392729 during the periods. Simple growth rates of cooperative banks' credit flows to the agricultural sector in India were 38.14%, 63.62 percent for regional rural banks, and 55.38 percent for commercial banks in the same period.  In India, commercial banks' credit has grown positively over this time without seeing any negative growth.  Following the adoption of the new agricultural policy, India's total agency-wise credit flow to the agriculture sector grew at a rate of 44.06 percent in 2004-05, 44.03 percent in 2005-06, and 27.36 percent in 2009-10, respectively.

Keywords: Agriculture, Banks, Credit, Economy.

References

1. Abhiman Das., Manjusha Senapati., and Joice John. (2009). Impact of Agricultural Credit on Agriculture Production: An Empirical Analysis in India. Reserve Bank of India Occasional Paper, 30 (2).

2. Annual Report, RBI, 2008 to 2018.

3. Biju John, M. (2016). Financial Inclusion of the Small and Marginal Farmers by the Banking Sector in Kerala. Thesis, Cochin University of Science and Technology.

3. Vinod Kumar, DGM, Trends and Patterns in Agriculture Credit in India: A District Level Analysis of Uttar Pradesh, Working Paper 2021-I.

4. Economic Review, Kerala, 2007 to 2018.

5. John, K. Mathew. (2010). A Study on Agricultural Financing by Commercial Banks in Kerala, Thesis, Mahatma Gandhi University, Kottayam.

6. Mathew Joseph. (2008). Financial Inclusion for Inclusive Growth. Vinimaya, 28 (2).

7. NABARD Data Bank (various volumes) and Ensure Portal, NABARD.

8. Radhakrishnan, N. (2015). Is Budget Boost or Best for Agriculture? Southern Economist, 54 (1).

9. Ramakrishna. (2010). Role of Institutional Credits in the Socio-Economic Development of Small Farmers- A Study of Mysore District. Thesis, University of Mysore.

10. Ramesh Golait. (2007). Current Issues in Agriculture Credit in India: An Assessment. Reserve Bank of India Occasional Paper, 28 (1).

11. State Level Bankers Committee, Kerala.

12. Sujesh. C. P. (2019), Bankers’ Level Analysis as to Basic Aspects of Agricultural Credit in Kerala. International Journal of Creative Research Thoughts (IJCRT).

13. Umadevi, R. (2013). The Role of District Co-operative Banks in the Agricultural Development of E.G. District of Andhra Pradesh. International Journal of Innovative Research and Development, 2 (2).

Securities Analysis And Portfolio Management Using Artificial Neural Networks
Dr. U. Jayaprakash
Pages: 102-109 | First Published: 05 Sep 2023
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Abstract

Financial services institutions are adopting artificial intelligence and machine learning-based solutions for accessing credit quality, market surveillance, fraud detection, and many more areas. It enables institutions to make better decisions, better compliance management, better customer interaction, and conduct surveillance and stress testing. Investors use artificial intelligence for developing portfolios by stock selection and asset allocation optimization for higher expected returns. We have analyzed the use of artificial intelligence by financial service institutions and its impact on service areas. We have reviewed existing and legacy methods used by financial institutions for various aspects of financial decisions such as security technical analysis, portfolio management, etc. Applications of artificial intelligence and machine learning have changed the overall approach in financial analysis and decision-making domain. This paper emphasizes on use of artificial neural networks for predicting time-varying expected returns of financial time series and to optimize portfolio management. 

Index Terms: Artificial Neural Networks, Portfolio Optimization, Securities Analysis, Artificial Intelligence.

   

REFERENCES

[1] H. Markowitz, Portfolio selection, The Journal of Finance, VII (1):77–91, Mar. 1952. 

[2] Fabio D. Freitas, Alberto F.  De  Souza, Ailson R. de Almeida,  “Prediction-based portfolio optimization model using neural networks”, Neurocomputing, 2009 – Elsevier. 

[3]  Venkata Sasank  Pagolu  et  al,  "Sentiment  Analysis of  Twitter  Data for  Predicting  Stock Market  Movements",  DOI: 10.1109/SCOPES.2016.7955659, October 2016. 

[4] Jasmina Smailović et  al, "Stream-based active learning for sentiment analysis in the financial domain", Journal Information Sciences, vol 285 Issue C, November 2014, Elsevier 

[5] Yang Yu, Wenjing Duan, Qing Cao, "The Impact of social and conventional media on firm equity value: A sentiment analysis approach", Elsevier, Decision Support Systems 55, 919-926, Dec 2012 

[6] Financial Stability Board, “Artificial intelligence and machine learning in financial services”, May 2017

 

Influence of Institutional Culture on Employee Engagement among Employees of Self-Financing Colleges in Chennai City
DR. T. DEEPA AUGUSTINE
Pages: 127-131 | First Published: 05 Sep 2023
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Abstract
The overall success of any institution is determined by the levels of Employee engagement which is a critical factor influencing institutional performance. On the backdrop, the competition for academic excellence and student enrollment is aggrieve in self-financing colleges. This article explores the impact of institutional culture on employee engagement among staff members within self-financing colleges. Further, the article probes that performance expectation and financial pressures as the significant factor that impacts employee morale and job satisfaction. The study highlights the need to enrich the sense of commitment and purpose among staff members by aligning institutional goals and values with those of individual employees. Understanding the relationship between institutional culture and employee engagement can aid in the development of strategies that promote a
supportive and inclusive work environment, leading to improved job satisfaction within self-financing colleges. 
Keywords: Institutional Culture, Employee Engagement, Self-Financing Colleges, Communication, Recognition, Work-Life Balance, Job Satisfaction, Training & Development..
 

 References

  1.  Jeff Sugheir, Malcolm Coco & Gundars kaupins. (2011),Perceptions of Organizational Surveys within Employee Engagement Efforts, International Journal of Business and Public Administrations, Volume 8, Number1  

  2.  Neeta B. (2011) To study the employee engagement practices and its effect on employee performance with special reference to ICICI and HDFC bank in Lucknow. International Journal of Scientific and Engineering Research. Aug; 2(8), pp. 1-7.

  3.  Dalkrani, M., & Dimitriadis, E. (2018). The Effect of Job Satisfaction onEmployee Commitment. International Journal of Business & Economic Sciences Applied Research,11(3), –23.  

  4. Kreitner R, Kinicki A (2012) Organisational behavioural (10ed). Boston McGraw- Hill.

A Study on Perception of Self Esteem among Employees in a Mutual Fund Company, Chennai
K. PADMAVATHI,
Pages: 147-153 | First Published: 05 Sep 2023
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Abstract

Human always wants to know themselves as a gentleman, worthy and creditable and also they want to be supported and commended by others and like to be proud of them 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 that one possesses about workplace situations, 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 to study the various opinions of mutual fund employees concerning self-esteem. To get the results for stated objectives the researchers collected the primary information from 105 samples using a 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, and experience, and dependent variables, namely, self-motivation, in-role performance, job satisfaction, and organization-related attitudes. The data collected is analyzed after converting them into numbers using percentage analysis and it reported that the majority of the respondents have a satisfied level of self-esteem. To conclude, in the development of self-esteem 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.

References

  1. Arslan, C. (2010). “Relationship between conflict communication, self-esteem and life satisfaction in university students” - Academic Journals of Educational Research and Reviews, vol. 5( 1), 031-034 

  2. Chen, Y., Rendina- Gobioff, G. and Dedric, R.F. (2010). “Factorial Invariance of a Chinese Self-Esteem Scale for Third and Sixth Grade Students: Evaluating Method Effects Associated with Positively and Negatively Worded Items” – The International Journal of Educational and Psychological Assessment, Vol.6 (1), 21-35.

A Study on Social Media as a Marketing Platform
DR. S. RADHA
Pages: 170-177 | First Published: 05 Sep 2023
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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-correlational 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