Journal Issues

Abstract 

In the current digital era, the exponential development of information has changed how businesses work and make choices. Huge information analytics gives a effective instrument for extricating noteworthy bits of knowledge, distinguishing patterns, and empowering proactive decision-making. This inquire about investigates the part of huge information in upgrading trade choices, utilizing writing audit and explanatory strategies to highlight the openings and challenges businesses confront in joining enormous information techniques. It moreover presents a discovery from a test consider and offers proposals for compelling implementation. 

Keywords: Big Data, Business Intelligence, Data Analytics, Decision-Making, DataDriven Strategy

Abstract 

Agriculture remains a pillar of India's economy, but farmers continue to confront challenges in market access, price transparency, and delayed payments via traditional mandis. The rise of digital agri-commerce platforms, such as AgriBazaar, has altered agricultural trade by allowing for direct farmer-consumer contacts, realtime price information, and timely payments. This study examines the progression of Indian agri-commerce from traditional mandis to digital platforms and assesses AgriBazaar's influence on farmer income and welfare. The study compares traditional and digital systems based on secondary data from government papers, scholarly journals, and platform publications in terms of market access, price discovery, transaction speed, technology utilization, and policy support. The findings show that AgriBazaar boosts income (+157%) and wellbeing (+183%) while reducing dependency on middlemen. Despite challenges such as digital literacy, infrastructure gaps, financial constraints, and cultural resistance, opportunities for training, connectivity, and government initiatives highlight digital agri-commerce's transformative potential for improving farmer livelihoods and increasing economic efficiency.

Keywords: E-Commerce, Digital Agriculture, Farmer Welfare, Market Access, AgriBazaar

Abstract 

India’s informal economy has traditionally relied on the invisible and undervalued contribution of women labours. After the rise of Digital India and affordable smartphones, the social media platform started bridging the gaps in mobility, literacy and access to market. This changed home-based activities into successful micro enterprises. The main objective of the study is, to identify and classify the different kinds of micro-enterprises that used by women, and to analyze the ways in which these platforms influence women’s digital identities, selfconfidence and social mobility. The study is based on secondary data, reports from Economic Survey (sX) and government portals. Findings indicate that social media platforms are influenced by their geographic location, digital knowledge, and the nature of their enterprise. In rural and semi-urban women prefer WhatsApp and Facebook for selling directly and customer interaction but in urban and advanced technology adopters prefer Instagram and YouTube for branding and earning income. Social media not only expands market access but also enables women to build their digital identities and interaction with their customers confidently. Among other benefits the level of independence and the role they currently perform in their households has been increased. In order to ensure that social media becomes a useful instrument for women in microentrepreneur’s, economic growth and empowering  women. The study recommends for the focus of skill-building programs and inclusive digital norms to enhance women’s participations and performance in digital platforms. 

Keyword: Women microentrepreneurs, social media, Economic growth, empowering women.

Abstract 

Urban transport systems in the twenty-first century are no longer confined to the basic function of providing physical mobility. They have gradually evolved into dynamic infrastructures that influence economic development, digital transformation, and sustainable practices. This study examines the role of Chennai Metro Rail Limited (CMRL) as a transformative urban mobility initiative that integrates advanced technologies with commerce, contributing to what may be termed as Commerce 2.0. The research relies on a descriptive and analytical methodology, using commuter surveys, official metro data, and secondary literature to evaluate how digital ticketing systems, mobile payment platforms, QR-code ticketing, and station-based commercial hubs are reshaping commuter behavior and urban business opportunities. It highlights how CMRL has succeeded in reducing travel times, improving commuter satisfaction, and attracting retail investments in station premises. The study also emphasizes the sustainability dimension, showing that the metro has substantially reduced dependency on private vehicles, thus lowering urban pollution. With the ongoing Phase II expansion, Chennai Metro is expected to bridge crucial connectivity gaps, strengthen last-mile integration, and develop into a digital-commercial ecosystem by interlinking with e-commerce and mobility service providers. This dual role of CMRL—as a transport facilitator and as a commerce enabler—underscores its potential as a model for other Indian and international urban contexts. The paper concludes with policy recommendations on inclusivity, affordability, and technological innovations that could further amplify the metro’s role in shaping urban commerce and sustainable development. 

Keywords: Urban Transport, Chennai Metro, Commerce 2.0, Digital Transformation, Sustainable Mobility

Abstract 

Commerce has undergone a profound transformation from traditional brick-and-mortar trading to a digital ecosystem driven by technology. It represents a holistic shift in how businesses operate, innovate, and deliver value in a digital world. Digital transformation is not merely about adopting new technologies but also about fundamentally changing business operations and customer interactions in the digital age. This paper explores the gradual transition of commerce from historical roots to electronic commerce (e-commerce) and the key factors influencing this shift. It also examines the economic, social and technological implications, future trends and challenges associated with digital commerce. 

Keywords: Traditional commerce, E-commerce, Transition, Implications, Future trends, Challenges.

Abstract 

This thesis investigates how social media influences consumer behaviour, purchase decisions, and firm performance in e‑commerce. Using a mXed-methods approach — comprehensive literature synthesis, a conceptual framework based on the Technology Acceptance Model (TAM) and Social Influence Theory, and a cross‑sectional quantitative survey (N = 200) supplemented by five in‑depth interviews with e‑commerce managers — the study examines the paths from social media marketing activities to consumer trust, purchase intention, and actual purchase behaviour. Primary data (simulated for methodological demonstration) were analyzed using descriptive statistics, reliability analysis, correlation, exploratory factor analysis, and multiple regression. Key findings show that content quality, social proof (ratings & reviews), and influencer credibility significantly predict consumer trust and purchase intention, while social commerce features (in‑app checkout, shoppable posts) moderate the link between intention and actual purchase. The thesis offers theoretical contribution by integrating social commerce features into a consumer adoption model and practical recommendations for firms seeking to convert social engagement into revenue. 

Keywords: social media, e-commerce, consumer engagement.

Abstract 

This study explores the relationship between brand trust and loyalty in the context of Tesla’s digital ecosystem, focusing on how digital touchpoints, communication, innovation, and service delivery shape customer perceptions and behaviours. Using data from 110 respondents selected through judgmental sampling, the research employed correlation and regression analyses to test four hypotheses related to trust formation and loyalty development. The findings reveal that Tesla’s digital ecosystem, including social media engagement, mobile app usage, and over the-air updates, significantly influences both trust and loyalty. Communication emerged as the strongest trust-building factor, followed by innovation and service delivery. Furthermore, customer trust demonstrated a very strong positive relationship with long-term loyalty, explaining nearly 66% of its variance. These results highlight the critical role of transparent communication, continuous innovation, and interactive digital engagement in cultivating lasting brand relationships in the digital age. The study concludes that in technology-driven industries, trust is not only a by-product of performance but a deliberate outcome of integrated, customer-focused strategies. 

Keywords: Tesla, Brand Trust, Customer Loyalty, Digital Ecosystem, Digital Touchpoints, Communication, Innovation, Service Delivery, Integrated Product Service Model.

Abstract
In today’s digital landscape, Instagram has emerged as a key driver of online consumer behavior, particularly among Generation Z. This study investigates how Instagram influences the purchasing behavior of Gen Z in Kanchipuram City, a semi-urban region balancing traditional culture with rapid digital adoption. The research employed both primary and secondary data, with primary data collected from 110 respondents using a structured questionnaire and analyzed through percentage analysis and a chi-square test. The findings reveal a strong association between following influencers on Instagram and making online purchases. ApproXmately 80% of respondents follow influencers, and 65% have purchased products promoted on Instagram. Fashion, cosmetics, and gadgets were the most popular product categories. Results further indicate that Gen Z values authenticity, ad personalization, and peer or influencer recommendations, while also showing strong support for local businesses through Instagram. The study concludes that Instagram significantly shapes online purchase decisions among Gen Z by fostering engagement, trust, and interactivity. These insights hold practical value for marketers, digital entrepreneurs, and local businesses targeting Gen Z in semi-urban India, while also contributing to academic literature on digital consumer behavior.
Keywords: Instagram, Online purchases, Gen Z, Digital Consumer behavior.

Abstract 

The increasing integration of social media into the lives of children has sparked growing concern about its influence on mental health and overall well-being, particularly in pre-teens aged 9 to 12.This study investigates the impact of social media exposure on the emotional, psychological, and social development of preteens. Using a combination of literature review, surveys, and psychological assessments, the research highlights both the potential benefits and adverse effects of social media use at this sensitive developmental stage. Key issues examined include anixety, depression, self-esteem, body image concerns, cyberbullying, screen time, and sleep patterns. While social media platforms may provide opportunities for creativity, connection, and learning, the study finds that unregulated or excessive use often correlates with negative mental health outcomes. The findings emphasize the need for increased digital literacy, parental involvement, and targeted mental health interventions to ensure healthier online experiences for pre-teens. 

Keywords: Age, Sleep Disruption, Adolescent development, Screen Time, Online Behavior.

Abstract 

The most fundamental component of human life, since the beginning of time, has been communication. However, several technological advancements have transformed the way people communicate, giving rise to the emergence of social networking sites. Social media has a cultural influence on local and international news, politics, and community service, health issues impacting families and teenagers, and food and fashion trends. A new type of marketing has emerged as a result of social media, using a unique online public figure known as the social influencer. Digital natives, often known as Generation Z, are currently the most active users of social networking sites (SNS). Gen Z finds social networking sites to be a terrific method to message other active users online, discuss their experiences, create and share personal profiles, and trade information, photographs, and videos. Social networking services like Facebook, Instagram, Twitter, WhatsApp, YouTube, and others have become very popular due to the recent surge in internet users. All digital platforms offer some type of communication system and display user personal information, despite the fact that each one has a unique purpose and feature set. This study aims to ascertain how social networking sites impact Gen Z, their viewpoints, and the difficulties they encounter while using SNS. 

Keywords: Social networking sites, Digital platforms, Gen Z, impact and influence

Abstract 

This Research Paper is based on the in-depth study of applications that deals with Unified Payment Interface (UPI) in India. It shows how the dynamics are changing in the UPI sector and which companies are leading the table. The study was conducted in Pune Region and the survey was done with the help of questionnaire. A response of 82 respondents has been collected and then accordingly a conclusion is made. The Data for the study was also conducted from secondary sources which eventually helped us to get a fair understanding of the Industry. In today’s world one word is common that is “Digitalization” and it is also gaining popularity due to increase in use of Smartphone by the people, the same has applied to the financial sector. In India, the Unified Payment Interface (UPI) was launched in the year 2016 by National Payments Corporation of India (NPCI). UPI is a payment server which allows its users to transfer the money on real-time basis from Peer-to-Peer (P2P) or from Person to-Merchant (P2M). It is an application that allows the users to use multiple bank accounts in single application. UPI has become so popular in India, also around world due to its ease of use, security, real-time alerts, etc. In India, UPI is currently in a growth stage and showing a robust growth year on year. In this research we will have an in-depth study on 5 major UPI apps in India namely Google Pay, PhonePe, Amazon Pay, Paytm and BHIM.

Abstract 

This study explores the role of social media in enhancing customer loyalty within the e-commerce sector. By looking at different social media techniques such as engagement, personalized communication, and brand community building, the investigate highlights how these approaches impact client maintenance and rehash buy behavior. The consider utilizes a mXed-method approach, counting overviews of online customers and interviews with promoting experts, to give comprehensive experiences. Discoveries recommend that dynamic social media nearness and important intelligent essentially fortify client dependability, eventually contributing to maintained commerce development. The investigate offers commonsense suggestions for e-commerce businesses pointing to use social media as a device for cultivating long-term client connections. 

Keywords: Social media, Customer Loyalty, E-Commerce, Customer engagement, Brand Community

Abstract 

In the digital era, social media has become an important platform for businesses to connect with customers, promote their brands, and build long-term loyalty. This study investigates the relationship between social media marketing strategies and customer satisfaction, with a specific focus on the mediating role of brand image in Kanchipuram city. A structured questionnaire was distributed to 200 respondents, including students, professionals, and homemakers who actively use social media. Data was analyzed using percentage analysis and Chi-square test to evaluate customer perceptions. The findings reveal that engaging content, frequent interaction, and trust in brand reputation significantly influence customer satisfaction. The study highlights that a strong brand image enhances the positive impact of social media marketing, leading to improved customer loyalty and retention. 

Keywords: Social Media Marketing, Brand Image, Customer Satisfaction, Kanchipuram, Digital Marketing

Abstract 

Mobile commerce (m-commerce) has become an integral part of modern retailing, particularly among young adults who are highly engaged with smartphones and digital platforms. This study explores the impact of m-commerce on the buying behaviour of young adults in Kanchipuram District. The research focuses on key factors such as convenience, trust, mobile payment systems, promotional strategies, and social media influence that drive purchasing decisions through mobile platforms. By employing both primary and secondary data, the study aims to analyze how mobile applications, ease of access, and personalized offers shape consumer preferences and buying intentions. The findings are expected to provide valuable insights for businesses and marketers to design effective mobile-based strategies that cater to the expectations of young consumers, thereby enhancing customer satisfaction and loyalty in the digital marketplace. 

Keywords: Mobile Commerce, Buying Behaviour, Consumer Preferences, Mobile Applications, Mobile Payments.

Abstract

The retail sector has been at the helm of India’s growth story. This sector has evolved dramatically from traditional village fairs, street hawkers to resplendent malls and plush outlets, growing from strength to strength. The retail industry has emerged as one of the most dynamic and fast paced industries in India with several players entering the market. The Indian retail industry is the fifth largest in the world. Comprising organized and unorganized sectors, Indian retail industry is one of the fastest growing industries in India, especially over the last few years. The retail industry in India was mostly unorganized; however, with the change of tastes and preferences of the consumers, the industry is getting more popular these days and getting organized as well. Organized retailing has finally emerged from the shadows of unorganized retailing and is contributing significantly to the growth of the Indian retail sector. Buying behaviour and lifestyles in India too are changing and the concept of value for money is fast catching on in Indian retailing. 

Keywords: Retail industry, Buying behavior, consumers and lifestyles