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Influencer marketing has developed the core strategy in consumer engagement as more people are more inclined to engage via digital platforms. However, it’s especially difficult for brands to understand which influencer characteristics have the biggest impact on how consumers behave. The present study investigates the influence of influencer credibility, content authenticity, engagement quality, and platform preference on brand perception and purchase intention in the context of India. The study employs multiple linear regression analysis and correlation techniques to examine the relationships between various attributes of social media influencers, using secondary data obtained from reputable industry sources. Results indicate that influencer credibility and authenticity of content has a large impact on brand perception, purchase intention and engagement quality is the strongest predictor of purchase behaviour. Additionally, there was little relationship between platform preference and consumer trust, implying that influencer features are more important than platform for influencing trust. An R-squared value of 0.85 means that model has strong explanatory power over outcomes for consumer behaviour. Finally, the study stresses the significance of engagement quality as well as authentic content when it comes to gaining consumer trust and making purchase decisions. Influencers are selected based on their credibility and their engagement across their audience rather than the basis of choosing it on the basis of any specific strategy. This insight is needed for taming the efficacy of the influencer marketing campaigns in India.

The present study aims to examine the willingness to pay a premium and purchase intentions for green products among undergraduate students of Kavayitri Bahinabai Chaudhari North Maharashtra University (KBCNMU), Jalgaon. In an era of growing environmental awareness, understanding consumer behavior toward eco-friendly products is vital, particularly among the youth who represent future market influencers. The study is based on primary data collected through a structured questionnaire administered to 100 undergraduate students, utilizing a 7-point Likert scale to assess their level of agreement on nine attitude statements related to green product purchase and pricing. The research tests a hypothesis to identify gender-wise differences in green purchasing behavior using independent samples t-tests. Findings indicate that while there is no significant gender difference across most variables, certain statements show statistically significant differences, particularly in perceived long-term benefits and the intent to influence others. The study concludes that gender does influence specific dimensions of willingness to pay and purchase intentions for green products, though overall attitudes remain largely similar.

Private bus drivers and conductors play a crucial role in the transportation industry. However, they face significant challenges related to health coverage, pension schemes, and fair wages. Despite working over 14 hours daily, they receive inadequate compensation and endure harsh working conditions, leading to physical and psychological stress. The lack of weekly off further exacerbates fatigue. This study examines the health and retirement benefits of private bus crew members in Mangalore. A cross-sectional study was conducted randomly among 100 drivers and conductors at the bus terminal of Mangalore city using a structured questionnaire. The Chi-square test was used for analysis. Results indicate that, despite union support and employer backing, 74% of respondents lack health insurance, and 81% do not receive retirement benefits. This highlights the urgent need for policy

Corporate fraud has become a significant challenge in emerging economies, hampering economic development and investor confidence. Forensic accounting has emerged as a powerful mechanism to combat and prevent such fraud by blending investigative techniques with financial acumen. This research paper examines the role of forensic accounting in fraud detection and prevention, the methodologies used, challenges faced in emerging economies, and proposes measures to enhance its effectiveness. The study draws on case studies, secondary data, and recent trends to offer a comprehensive understanding of forensic accounting as a strategic tool in the financial landscape.

The tribal people living very close to nature are indigenous, and they lead a very simple lifestyle. The tribes are culturally rich, but economically poor, and also, they are very neglected by different dignitaries. Without the development of the tribal, economic development of a country is not possible. The economic development of a country depends on human resources. The tribal people as human resource plays an important role in the economic development. So, for the development of a specific area or country the entrepreneurship plays an important role. The tribals have great potential for entrepreneurship. The researcher wants to focus on the present scenario of entrepreneurship development in the study area and to highlight the livelihood pattern of the tribal people.

Job satisfaction is a degree of total satisfaction with a staff member’s job, whether they enjoy the task or a particular component of the activity, for example. Job satisfaction may be approximated in mental (evaluative), filled with sensation (or passionate), behavioural parts, and the type of work. It is also accepted by scientists in the assessment of job satisfaction that changes in the amount of determining sentiments towards their jobs (filled with feeling task fulfilment). Or awareness of the work (full intellectual task fulfilment).
Job happiness is one of the significant components that has piqued the interest of business and scholars. Because of the increased competitiveness brought about by globalization, managers have placed a high value on work happiness. This might be because various studies have shown that activity pleasure is a significant element in hierarchical responsibility. Extremely satisfied employees will go above and above to ensure the adequacy and effectiveness of their company. Job satisfaction will result in far greater performance, and employees will become more dedicated to their organization.

Artificial Intelligence (AI) is playing an increasingly pivotal role in transforming consumer behaviour within the retail industry. This research paper examines the influence of AI on consumer behaviour in Maharashtra, with a particular emphasis on the contrasts between urban and rural retail markets. By analysing AI applications such as recommendation systems, personalized marketing, chatbots, and demand forecasting tools, the study investigates how these technologies are reshaping shopping patterns, preferences, and engagement levels across diverse consumer segments.
Through a mixed-methods approach combining surveys of urban and rural consumers, in-depth interviews with retailers, and analysis of retail data, the research reveals that urban consumers are more responsive to AI-driven personalization, digital loyalty programs, and seamless omni-channel experiences. In contrast, rural consumers exhibit cautious engagement, influenced by digital literacy, infrastructural limitations, and a preference for human interaction. However, even in rural areas, exposure to AI particularly through mobile-based platforms and regional language interfaces is gradually altering shopping behaviour, especially among younger demographics.
The paper highlights key challenges such as data privacy concerns, digital inclusion, and trust in AI systems, while offering actionable insights for retailers aiming to adapt their AI strategies to distinct market segments. It concludes with policy and business recommendations to bridge the urban-rural digital divide and build a more inclusive AI-driven retail ecosystem in Maharashtra.

This theoretical paper examines the adoption of social commerce (s-commerce) among women entrepreneurs in India through the lens of technology acceptance models and socio-economic theories. The study identifies key drivers (e.g., accessibility, financial inclusion) and barriers (e.g., digital literacy, infrastructure gaps) shaping s-commerce adoption. We propose a Socio-Technical Adoption Framework that integrates empirical evidence from the Indian context with established theoretical models. The paper provides actionable insights for policymakers and platform designers while contributing to academic discourse on digital entrepreneurship in emerging markets.