Sr. No

Contents

Page No

1

A STRATEGIC IMPERATIVE: EXAMINING THE EFFICACY OF EMERGING DIGITAL AND SUSTAINABLE MARKETING IN KERALA'S POST-COVID TOURISM REVIVAL
Dr. Riyas Kalathinkal, Mr. Shafi K and Dr. Shareena PP
Full Text

1 – 14

2

A STUDY ON SMART SUSTAINABILITY: INTEGRATING IOT IN GREEN RETAIL OPERATIONS
Mr.S.Sundar Rajulu, Dr.M.Abdulla and Mr Jovin Joshy
Full Text

15 – 18

3

DEPTH OF SOFT COHESIVE SOIL UNDERLYING HIGHWAY EMBANKMENT FOR LIMITING RESIDUAL SETTLEMENT
Sharifullah Ahmed P.Eng
Full Text

19 – 30

4

THE SOCIOLOGICAL DIMENSIONS OF SOCIAL MEDIA ADDICTION AND ITS IMPACT ON CONTEMPORARY SOCIETY
Dr. Malini Nair
Full Text

31 – 34

5

THE SOCIOLOGICAL IMPACT OF SOCIAL MEDIA ON THE FORMATION OF PUBLIC OPINION AND ITS EFFECTS ON THE CONTEMPORARY GENERATION
Dr. Malini Nair
Full Text

35 – 37

6

CONTRIBUTION OF TRAINING AND DEVELOPMENT PRACTICES ON EMPLOYEE PERFORMANCE AT BHEL TRICHY: A MODERATED MEDIATION MODEL
Sheela B, Dr. S. Vijayakumar and Dr. M. Sethuraman
Full Text

38 – 45

7

RELIGIOUS DISILLUSIONMENT: A STUDY OF CHRISTIAN CASTEISM IN BAMA’S KARUKKU
Tripti Verma1 and Dr. Aditi Bhardwaj
Full Text

46 – 49

8

EMERGING TRENDS AND DETERMINANTS OF RISING COFFEE CONSUMPTION IN INDIA
Dr. Venkat Kista Reddy, K. Vishnu vardhan reddy, Ajay reddy and Rikwith reddy
Full Text

50 – 56

9

CONSUMER BEHAVIOUR AND ADVERTISING EFFECTIVENESS ON DIGITAL PLATFORMS
DR. M. Geeta, Mangali Harshikman, Ramavath Sachin Nayak and Irupaka Abhinay Reddy
Full Text

57 – 63

10

DOMINANCE OF OTA IN THE INDIAN HOSPITALITY INDUSTRY
Ms.Bavesetty Sushmitha, M.Keerthana, A.Manojna, V.Rhea4 and Likitha Shree H.P
Full Text

64 – 70

11

DYNAMIC MARKET INTELLIGENCE SYSTEMS: ENHANCING STRATEGIC AGILITY WITH REAL-TIME BI FRAMEWORKS
Dr. Viswanath Bandi, K. Yashovardhan Goud, Aarushi Havaldar, Deepak Kalithkar and Anirudh Gubba
Full Text

71 – 80

12

ARE EVS REALLY THE FUTURE OF INDIA?
Ms.Bavesetty Sushmitha, Shreshta Pappu, Tanuja Kukunoor, Sushumna Reddy and Akshitha Muthyala
Full Text

81 – 91

13

ANALYZING THE IMPACT OF SHORT-FORM ON ADVERTISING STRATEGIES
Dr. C. Rani, Cheguri Harini, Koramoni Saipooja, Nimmakayala Laxmi Prasanna and Pilli Akshara Navya
Full Text

92 – 100

14

RELEVANCE OF TRADITIONAL HR METHODS IN THE CONTEMPORARY WORKPLACE: ADVOCATING FOR A HYBRID HUMAN-CENTRIC MODEL
Anvitha Reddy, Sanjana, Sowkhya, Usha Kiran B and Lingeswara Sharma Sir
Full Text

101 – 106

15

REVOLUTION OR RISK? ASSESSING CHATGPT’S INFLUENCE ON UNDERGRADUATE STUDENTS
Ms.Vandana, Billapati Sai Charan Reddy, Sagiraju Nithin Rajesh Varma, and T Kodhanda Rama Linga Reddy
Full Text

107 – 111

16

BRIDGING THE DIGITAL GAP: A PERCEPTION-BASED ANALYSIS OF THE FRAGMENTED TRAVEL ECOSYSTEM
Ms. Bavesetty Sushmitha, Dasari Navya, Davalgari Kavya, Samudram Uday and 5Laddipirla Yashwanthika
Full Text

112 – 116

17

SELF AWARENESS TO ORGANISATIONAL SUCCESS: TO MINDFUL LEADERSHIP PATH
Dr. C. Rani, T. Enosh Chandra, P. Prakash Reddy and S. Sathvik Varma
Full Text

117 – 124

18

INDIAN FESTIVAL TOURISM: A CATALYST FOR CULTURAL PRESERVATION AND ECONOMIC GROWTH
Sudharshan, Gadila Sai Kishore Reddy and Kotha Ramcharan Yadav
Full Text

125 – 126

19

UNDERSTANDING HOUSEHOLD PRACTICES AND INCENTIVE-BASED PARTICIPATION IN WASTE COOKING OIL RECYCLING
Bavesetty Sushmitha, Kaipu Meghana, Maale Ashwika, Desham Meghana and Duggaraju Sai Harsha
Full Text

127 – 131

20

PSYCHOLOGY OF DISCOUNTS IN MODERN TECHNOLOGY
Dr. C Rani, Gopagalla hruthik, Dinesh Rajaboyina , Tejaswara Reddy
Full Text

132 – 138

21

DATA-DRIVEN DECISIONS: HOW ANALYTICS IS RESHAPING MARKETING STRATEGY
DR.C Rani, Mangali vineeth, Peddapuram Manicharan goud, Kotha Somnath Reddy and Dongari Rajeev
Full Text

139 – 145

22

ANALYZING THE IMPACT OF SHORT-FORM ON ADVERTISING STRATEGIES
Dr. C. Rani, Cheguri Harini, Koramoni Saipooja, Nimmakayala Laxmi Prasanna and Pilli Akshara Navya
Full Text

146 – 154

23

TESTING FAMA-FRENCH FIVE-FACTOR MODEL: EMPIRICAL EVIDENCE FROM INDIA
Zafar Alam and Lamaan Sami
Full Text

155 – 163

24

THE INFLUENCE OF CINEMATOGRAPHY IN LAND ROVER ADVERTISEMENTS
Karanam Tankeshwar Raghavendra Reddy, Kalipatnapu Pradham Shashank and Bandla Hitesh Ayyappa Nagan
Full Text

164 – 170

25

TECHNOLOGICAL INNOVATIONS IN GREYWATER RECYCLING FOR URBAN HOUSEHOLDS: A PATHWAY TO SUSTAINABLE URBAN WATER MANAGEMENT IN INDIA
Dr.N.V.KrishnaKumari, V.YashwanthVarma, M.Meghana and G.Madhavi
Full Text

171 – 177

26

A WORK-LIFE BALANCE IN URBAN DUAL-EARNING HOUSEHOLD: A GENDER PERSPECTIV
G. Yashaswini Priya, D. Sowmya Sri, KVK Harsha Vardhini and Shaik Aameena
Full Text

178 – 181

27

CRYPTOCURRENCY REGULATION: A DESCRIPTIVE CASE STUDY ON THE POLICIES OF INDIA, VIETNAM, AND THE REPUBLIC OF THE PHILIPPINES
Dr.M.Ramya Sree, Kamakshi Kashvi Kotagiri, Sai Priya Lalana Agastyaraju, Sreshta Reddy Kannareddy and Tarun Baratam
Full Text

182 – 187

28

HUMAN CAPITAL VALUATION AS A STRATEGIC FINANCIAL ASSET: INTEGRATING INTANGIBLE WORKFORCE METRICS INTO FINANCIAL REPORTING IN THE IT SECTOR
G. Vandana, D. Lekita, and S. Pavani
Full Text

188 – 205

29

THE ROLE OF DATA ANALYTICS IN DECISION MAKING DR. RAMYA SREE
G. Chandra shekar, Sathwiik and D. Sai deepesh
Full Text

206 – 288

30

A SURVEY ON AWARENESS AND USAGE OF UPI AMONG PEOPLE
Dr. Krishna Sudheer, Manish Reddy, Kowshik Yadav, Vijay Yadav and Karthik
Full Text

289 – 295

31

BARRIERS, CHALLENGES AND OPPORTUNITIES TO SUSTAINABLE FINANCE
Mrs. M Ramya Sree, Devansh Daliya, K sai Krishna and S. Srikanth
Full Text

296 – 306

32

THE INFLUENCE OF CINEMATOGRAPHY IN LAND ROVER ADVERTISEMENTS
Karanam Tankeshwar Raghavendra Reddy, Kalipatnapu Pradham Shashank and Bandla Hitesh Ayyappa Nagan
Full Text

307 – 313

33

FROM THE PITCH TO THE PAVEMENT: THE IMPACT OF FOOTBALL CLUB COLLABORATIONS ON STREETWEAR BUYER BEHAVIOUR, BRAND LOYALTY AND PURCHASE INTENTION
Sai Sriharsha, Vaibhav Pandey and Shishir Reddy
Full Text

314 – 319

34

CAN AI REPLACE MANAGERS? THE FUTURE OF LEADERSHIP
Dr.C.Rani, M. Abhishek Kumar, B.Akhil and D.Rishanth Reddy
Full Text

320 – 324

35

E20 FUEL: A SUSTAINABLE PATHWAY FOR INDIA’S ENERGY FUTURE
G.Venkatkistareddy, Harish Illatviallakkara, Vallepu Vijayandra, Karthik Mahankali and Arvind Swamy
Full Text

325 – 333

36

GREEN FINANCE AS A CATALYST FOR SUSTAINABLE DEVELOPMENT: A BIBLIOMETRICS REVIEW OF FINANCIAL INNOVATION AND ENVIRONMENTAL IMPACT
Dr. Jaya Vani Majumdar, Ajay, Prem Sai and Vishwak
Full Text

334 – 341

37

BEHAVIORAL FINANCE: HOW EMOTIONS INFLUENCE INVESTMENT DECISIONS
Dr. P. Hima Jagathi, B. Samuel Posnet, B. Hemanth and M. Vasu
Full Text

342 – 354

38

CONSUMER BUYING BEHAVIOUR TOWARDS ELECTRIC VEHICLE IN INDIA: TRENDS, INFLUENCES AND CHALLENGES
Dr . Madireddi S S V Srikmar, N.Harivardhan Reddy, K. Akhil Goud and Chandrakinth Reddy
Full Text

355 – 363

39

SYSTEMATIC GOLD INVESTING IN INDIA: A COGNITIVE AND FINANCIAL ANALYSIS OF LONG-TERM WEALTH PRESERVATION AMONG SENIOR ADULTS
Dr. Poojitha, Pranav Srikar and Lokesh Parasa
Full Text

364 – 371

40

ENHANCING SALES OF ANTI-ACNE CREAM AMONG TEENAGERS
Ms. Vandana, Askani Poornima, V. Siddharth Reddy and D. Spandana
Full Text

372 – 380