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The paradox of the “rational man” making irrational financial decisions has been a persistent challenge for economics and finance. While classical and neoclassical theories assume that individuals act logically to maximize their utility, real-world evidence consistently reveals deviations from rationality. This paper examines the contradictions between rational choice theory and behavioral realities, emphasizing the role of cognitive biases, emotions, and social influences in shaping financial behavior. Through a critical review of literature, theoretical frameworks, and case studies such as the Dot-Com Bubble, the 2008 Financial Crisis, and the GameStop Short Squeeze, this study demonstrates how irrational decisions, though systematic, follow predictable patterns. The findings highlight the importance of integrating behavioral economics into traditional financial models, with implications for policymakers, financial institutions, and individuals.

A consumer can be understood as the final user of goods or services, someone who purchases products not for resale but for personal use or satisfaction. Every individual, whether buying a simple snack or making a major investment like a car, acts as a consumer in different contexts of life. What makes consumers interesting to study is that their choices are rarely random; instead, they are guided by a mix of psychological triggers, social influences, and economic conditions. Consumer behavioural patterns usually follow a certain flow. It begins with recognizing a need, such as hunger, comfort, or status. From there, consumers actively or subconsciously evaluate options comparing prices, checking quality, seeking reviews, or even asking family and friends for opinions. Personal attitudes, habits, and emotions play a big role here. For instance, a familiar brand may feel more trustworthy, while an attractive advertisement or a friend’s recommendation can sway a decision toward trying something new. On top of that, factors like income level, cultural background, and lifestyle shape how much weight a consumer gives to quality, price, or social approval. The present research builds on these ideas by exploring how psychological and behavioural factors work together in consumer decision-making. Rather than limiting the focus to one type of product, the study looks across different price ranges and categories to reveal patterns that often go unnoticed. By examining high-stakes decisions alongside everyday purchases, the research aims to show a clearer picture of why people buy what they buy. These insights not only help marketers refine their strategies but also guide policymakers in protecting consumer rights and give everyday shoppers a better awareness of their own buying habits.

This article is dedicated to building a single brand voice profile for social networks and messengers while maintaining identity when adapting to the platform format. A procedure is proposed that combines an unchanging verbal core with channel-dependent tone variations and automated compliance monitoring based on AI tools. The components of the voice profile are described, a comparison of channel characteristics is conducted, and a set of practices for developing guides, training teams, and controlling the quality of communications is compiled. The risks of inconsistent speech and audience cognitive dissonance are considered, and the task of ensuring recognition and trust in localization for language and culture is set. The methodological base includes the systematization of publications on SMM and integrated communications, as well as a comparative method for comparing the features of brand communication in social networks and messengers. Industry materials and research on emotional communication, opinion leaders, viral formats, and ML models for predicting popularity have been used to validate the solutions. Applied recommendations for embedding a unified tone in corporate regulations, work processes, and control tools are formulated. The article will be useful for brand strategists, marketers, SMM managers, customer service managers, corporate communications editors, chatbot developers, and digital media researchers focused on building a stable voice profile in a multi-channel environment.

The Haritha Karma Sena, a community-driven project that encourages decentralized waste collection and sustainable household waste practices, has made a substantial contribution to Kerala’s Green Revolution in waste management. This study examines the role of Haritha Karma Sena (HKS) in advancing sustainable household waste management in Valanchery Municipality, Kerala. The municipality, with 43,522 residents and 8,472 households, generates nearly 24 tons of solid waste daily, highlighting the urgent need for community-based solutions. Using a descriptive research design, primary data were collected from 100 households through a structured questionnaire addressing waste collection, segregation practices, interactions with HKS workers, and perceptions of effectiveness. Respondents were chosen through convenience sampling method, while secondary data were obtained from municipal records and prior studies. Descriptive statistics and one-way ANOVA were employed for analysis, supported by charts and tables. Although there are still gaps in awareness and regular household involvement, the results show that Haritha Karma Sena has increased trash segregation, collection frequency, and community participation. In addition to positioning HKS as a scalable model for sustainable waste management in Kerala and abroad, the study highlights the importance of household-level observations.

Purpose- The presented study is a systematic review of determinants that influence share price. 
Design/methodology/approach- The study reviewed the content of 47 papers collected mainly from reputed peer-reviewed journals between 2014 and 2024.
Findings – The review reveals that the majority of studies are in the Indian context. Most studies have followed a quantitative approach and employed panel regression to test hypotheses. The determinants identified in the previous literature were divided into two categories: firm-specific and macroeconomic factors.
Research limitations/implications – This review may be subject to bias of publication and the omission of relevant studies with the selected databases. Suggestion of future research should expand cross-country analyses and incorporate qualitative or mixed-method approaches.
Originality/value – The investigation offers valuable theoretical and practical knowledge for investors, policymakers, and researchers for firm-specific and macroeconomic variables.

Sugarcane is grown in more than a hundred countries, by independent farmers and agro industrial firms. While the sugar and rum markets have always been the prime outlets for the crop, it is increasingly the object of interest from pharmaceutical, chemical and energy firms. Farmers will have to satisfy growing, ever more diverse demand. The study conducted in Theni District and 255 farmers are approached to find the details regarding the relationship of resources usage predicting the economic usage.

This study explored the nexus between finance accessibility and the financial health of Micro, Small, and Medium Enterprises (MSMEs) operating within Kenya’s Blue Economy. Despite a reported national financial inclusion rate of 84.8%, the financial health of MSMEs remains critically low, with financial health index of 18.3%. Using a descriptive cross-sectional research design, a structured questionnaire was administered to 323 Blue Economy MSMEs in coastal and inland lake region counties of Kenya. Quantitative data was analyzed using SPSS and Structural Equation Modeling. Results revealed a significant negative relationship between finance accessibility and financial health, indicating that increased finance access without appropriate regulation may lead to high transaction costs, limited digital access, low savings, insufficient financial literacy, over-indebtedness and reduced enterprise resilience. This study supports the Public Good Theory, emphasizing the need for regulated finance to function as an enabling, equitable resource for development. It recommends targeted financial products, digital infrastructure development, and MSME-centered financial inclusion strategies to promote sustainability and resilience in the Blue Economy sector.

This study explored the mediating effect of customer satisfaction on factors influencing post-purchase behaviour among smartphone users in Tanzanian universities. The study was guided by the Expectation Confirmation Theory. A cross-sectional design and convenience sampling were used to select 700 participants, and data were collected through structured questionnaires, and analysed using SEM-PLS in SmartPLS 4.0. Findings showed that customer satisfaction significantly mediates the impact of product performance (β = 0.084; T = 4.918; p = 0.000), after-sales service (β = 0.044; T = 3.490; p = 0.000), and brand equity (β = 0.194; T = 8.024; p = 0.000) on post-purchase behaviour. The model exhibited strong explanatory power (R²: CS = 0.495; PPB = 0.557), good predictive relevance (Q²: CS = 0.487; PPB = 0.472), and acceptable fit (SRMR = 0.058). The study concludes that enhancing customer satisfaction through quality products, strong branding, and effective after-sales service fosters loyalty and repeat purchases. It recommends that firms prioritize these factors to strengthen customer retention

The pandemic had a severe impact on our daily lives, and our present lifestyle shook in one go. The Objective here is to discuss the Impact COVID-19 had on the daily routines of People, corporations, the Education Sector, Employees, HR managers, and the changes after the pandemic. People were busy in their daily routines, the pandemic made them feel what was wrong, The Habits, Exploitation of resources, etc. People stuck in homes for an uncertain time made them realize the wonders. The digital connection made work easy and trouble-free, and working from home gave impetus to the company and the masses as well. The fear of joblessness and having nothing to do at home started some heat, and soon things weren’t good. The corporates aren’t very fond of work from home, but saw the importance and capabilities in it. The education sector saw the classes going digital. The business became online, some suffered, but people did make out some alternatives for living and future uncertainties. Total lockdown made people realize the importance of family and friends. A break and a lesson from monotonous and Robo-life taught us its importance

The future of AI in marketing depends on new technology, decision making, personalization, ethical challenges and automation. By 2025, AI is not only considered a competitive advantage but also for survival in the digital marketing world it will become essential. Now, even for daily work, 88% of marketers are now dependent on AI. Moreover, conventional search engines like Google are to be slowly replaced by artificial intelligence platforms like chatGPT. This article explores the understanding of emerging technologies in AI marketing, expected AI marketing trends, top AI marketing tools and ethical consideration in AI marketing