This study investigates the effect of fiscal policy shocks on output and unemployment in India and Romania by utilizing SVAR (Structural Vector Auto Regression) approach over a period from 1990 to 2024. The variables are stationary after first difference with order of integration I(1). The study shows absence of long-run equilibrium association among the selected macro-economic variables. For India GDP and Unemployment dynamics are virtually explained entirely by its own shocks at all horizons. For Romania own shocks play by far the crucial role but gradually shrink over time. The finding suggests that output and unemployment of Romania react to fiscal policy interventions more vigorously than India, perhaps owing to the relevant structural and institutional qualities. Very few cases uni-directional casualty has been observed in both the countries. Finally, the study calls for a differentiated approach to fiscal strategies, considering the country-specific transmission mechanism and economic structure. Keywords: GDP, Unemployment, Total Expenditure, Revenue JELClassification: C5, E5, J5

The buying habits and lifestyles of consumers have undergone significant transformations due to digital innovation. This study investigates the impact of user interface mechanisms in stimulating eimpulsive buying in developing countries like India. A quantitative approach using Partial Least Squares Structural Equation Modelling (PLS-SEM) approach was adopted to identify the constructs using the Theory of Planned Behaviour and predict the relationship between these latent constructs, i.e. Online reviews (OR), Social Influencers (SI) and Augmented Reality (AR), with the e-impulsive buying behaviour in the digital market. Primary data was collected from 322 respondents across Tier-1 Indian cities using a purposive and random sampling approach. The findings reveal a significant positive relationship between all the constructs, i.e. augmented reality (β = 0.319, P = 0.000), online reviews (β = 0.208, P = 0.004) and social influencers (β = 0.272, P = 0.000) with e-impulsive buying. By mapping all these factors, the study offers practical & valuable insights for interface designers, e-marketers & ebusinesses to increase their e-market reach. Keywords: Consumer Behaviour, Digitalisation, E-Commerce, Impulsive Buying, SMARTPLS, User Interface, Theory of Planned Behaviour (TPB)

In India, there is a paradigm shift from voluntary Corporate Social Responsibility reporting towards mandatory Environmental, Social and Governance disclosures. The Securities and Exchange Board of India (SEBI) introduced the Business Responsibility and Sustainability Reporting (BRSR) framework in 2021 to provide a standardized structure for sustainability reporting. Under this framework, the top 1000 listed companies are required to make mandatory ESG disclosures. However, a gap exists between the regulatory mandate and its practical effectiveness. This research paper empirically evaluates the quality of ESG disclosures made by companies for FY 2024-25. A stratified random sample of 50 companies was selected from the top 1000 listed companies for BRSR compliance assessment. A 100-point compliance index was applied across SEBI's 140 indicators, broadly evaluating disclosures on the basis of completeness, accuracy and consistency. The study also examines whether companies that adopt green finance instruments demonstrate stronger BRSR compliance. The findings reveal substantial variation across sectors. Environmentfacing sectors such as energy and manufacturing show higher compliance, whereas the IT and services sector show a significant lag. Companies that have adopted green finance instruments score higher than those that have not, indicating that economic incentives have a positive impact on disclosure quality.

This study intends to assess the effects of management education on the performance of the organization and employability in the manufacturing and service companies in Uzbekistan. In view of the swift growth of the industrial sector in Uzbekistan, on one hand, and the evident disparity between the competencies acquired in the educational system and the real needs of the labor market, on the other hand, the relevance of this research can be stressed today more than ever before. The mixed (qualitative and quantitative) approach was applied in carrying out this research. First of all, semi-structured interviews with 14 managers and experts of the industries in Uzbekistan were conducted as part of the qualitative research and formed the basis for preparing a quantitative questionnaire. In turn, quantitative data collection was done via the questionnaire completed by 186 managers and experts engaged in the automotive, textile, food, and machinery industries in Uzbekistan during May-August 2025. From the above findings, it is evident that Management Education positively and significantly influences business performance (β=0.652, p<0.001) and accounts for 41.8% of the variability. Moreover, the positive and significant influence of this variable on employability (β=0.594, p<0.001) was established with an explanation rate of 34.7%. Positive and significant influence of business performance on employability (β=0.537, p<0.001) was another observation from this study. Mismatch between the content of education and industrial requirements was found to be the main barrier to Management Education effectiveness. Overall, the results suggest that Management Education as an investment leads to organizational productivity and workforce empowerment in Uzbekistan, but this objective can be achieved through the major reform of the content of courses and its compliance with the practical needs of economic organizations.

"In Jammu and Kashmir, it is important to explore how social media influencers affect the buying habits, brand preferences, and self-image of Gen Z." It began with a simple survey,130 young individuals from Srinagar, Baramulla, Jammu, and Kathua were asked to respond to a set of structured questions. Out of them, 117 answers were valid. The statistical analysis revealed an incredibly consistent image. At the p < 0.01 level, brand loyalty (r = 0.64), purchase intention (r = 0.59), and social identity construction (r = 0.62) were all substantially connected with the amount of time that 78% of respondents said they were exposed to influencer material. Additional confirmation of the predictive value of this material came from regression analysis, which was notably significant for brand loyalty (β = 0.51) and purchase intention (β = 0.48), with a p-value of less than 0.001. Regional intricacies, economic constraints, and an ever-changing digital ecosystem have influenced these figures, despite their seeming tidiness. In this age and this setting, branding encompasses more than simply the products or services offered; it also reflects the values, aspirations, and online personas of the consumers, according to the results. There is still no clear answer to the very important issue of whether marketers can understand or morally use this. Keywords: Generation Z, Social Media Advertising, Brand Loyalty, Purchase Intention, Social Identity, Influencer Marketing, J & K.

The article is devoted to the study of the role of digital technologies in the transformation of management of marketing and logistics activities of enterprises in modern economic conditions. Modern digitalization tools – artificial intelligence, IoT, blockchain, cloud SCM/CRM platforms, Big Data – are systematized and their synergistic role in improving the efficiency of supply chains and marketing communications is revealed. A conceptual model of digital transformation of marketing and logistics activities (operational, tactical, strategic levels), integrated through a single Data Integration Platform, is proposed. (MAPE, OFT, SL, IT, LC, MLII), which provides a measurable and reproducible assessment of the effectiveness of digitalization. Comparative analysis of the activities of enterprises for 2023–2025 confirmed that the transition to level 3 reduces logistics costs by 55–60%, reduces the forecast error by 4–5 times, increases the level of service to 95–99%, and increases MLII by 2.2–2.4 times compared to level 0. The proposed three-level conceptual model (operational, tactical, strategic levels) in combination with the classification of enterprises by levels of digital maturity and the developed KPI methodology form a practical toolkit for phased digital transformation, which can be applied regardless of the industry affiliation and scale of the enterprise.

Purpose: This study investigates how the understanding of pricing, product knowledge, and awareness of policies among dealers affect their performance and decision-making in the Indian tyre industry. This research provides valuable insights into how adapting the 4P model to include policy can lead to more effective marketing strategies in the oligopolistic tyre market in India. Design/methodology/approach: The research employs a quantitative survey methodology to gather data from dealers across various regions in India. It analyzes the correlation between the three key variables—price understanding, product knowledge, and awareness of policies—using statistical tools to assess their impact on dealer performance metrics such as sales volume and customer satisfaction. Originality/value: This paper contributes to the existing literature by highlighting the critical role that comprehensive training and clear communication of policies play in enhancing dealer effectiveness. It emphasizes the need for tyre manufacturers to invest in dealer education regarding pricing strategies and product specifications to foster better market performance.

Insurance and stock market investment represent two complementary dimensions of household financial planning, yet the behavioural link between them remains insufficiently understood. This study investigates whether Insurance Protection Adequacy (IPA) influences Stock Market Investment Behaviour (SMIB) through the sequential effects of Perceived Financial Security (PFS), Investment Confidence (IC), and Risk Tolerance (RT). Integrating Household Finance Theory and Prospect Theory, the proposed framework explains how financial protection facilitates long-term wealth creation through investor psychology. The analysis draws on survey data from 487 insured investors in India and applies Covariance-Based Structural Equation Modelling (CBSEM) using AMOS 29. The results show that adequate insurance protection strengthens financial security, which subsequently builds investment confidence, increases willingness to accept investment risk, and encourages participation in equity markets. Bootstrap estimates further confirm the proposed sequential mediation. The study broadens household finance and behavioural finance research by demonstrating that insurance contributes to investment decisions beyond its conventional role in risk management. By identifying the psychological pathways linking financial protection with equity participation, the findings offer practical insights for insurers, financial advisors, and policymakers seeking to strengthen household financial resilience and support long-term wealth creation. Keywords: Insurance protection adequacy; Household finance; Stock market investment behaviour; Perceived financial security; Investment confidence; Risk tolerance; Behavioural finance; CB-SEM.

The small and medium-sized enterprises (SMEs) are considered as pillar of most economies but remain understudied in business ethics research and require thorough investigation. This cross-sectional endeavor examines impact of leadership traits on corporate ethical standards in Ukrainian SMEs. Data were taken from 327 SME owners and managers across four Ukrainian regions (Kyiv, Lviv, Dnipro, Odesa) using validated scales (Big Five Inventory-10, Ethical Leadership Scale, and Corporate Ethical Standards Scale). Hierarchical regression and mediation analysis (PROCESS Macro, 5,000 bootstrap samples) were employed, controlling for firm size, age, industry, and war impact. Results indicate that conscientiousness, β = 0.34, and agreeableness, β = 0.23, are positively linked with corporate ethical standards and the development of a strong corporate culture, while neuroticism, β = -0.28, shows a negative association. All the results are statistically significant. OPN and extraversion were not significant. Model explained 38% of variance. Results further showed that ethical leadership (ELD) behavior partially mediated the conscientiousness-ethics relationship (53%) and agreeableness-ethics relationship (48%). The study provides the first quantitative evidence from a post-Soviet, conflict-affected context in considered theme. Practical implications recommend SME selfassessment of conscientiousness and neuroticism, ELD training and differentiated donor support for war-affected SMEs. Corporate culture emerged as a key mechanism linking leadership traits to organizational ethics. War impact significantly moderated the conscientiousness-ethics relationship and weakening the positive association under high disruption. Findings contribute to business ethics literature by extending trait and social learning theories to a conflict-affected transition economy. Future research directions include multi-source data and cross-national replication.

This paper explores digital customer behavior and optimization of the campaign in Ukraine during the conditions of geopolitical uncertainty. A stratified quota sampling was used to gather data on 350 Ukrainian Telegram, Instagram, Tik Tok, and Facebook users. A cross-sectional survey was discussed with the help of a mixed-methods approach through multiple linear regression in order to test the association between ad trust, influencer credibility, perceived relevance, brand social responsibility (BSR), and conversion intention. At the same time, another A/B optimization aspect compared regular promotional messaging with socially responsible framing. The multiple linear regression demonstrated that BSR is the most powerful predictor of conversion intention (β = 0.361, p < 0.001), then general ad trust (β = 0.291, p < 0.001), and impact of influencer credibility was insignificant. Confirming this change, the A/B testing optimization element proved that the socially responsible framing increased the click-through rate of the campaign more than twice, as it rose by 1.98 percent, reaching a 4.66 percent. Digital marketers need to switch off personality-led endorsement in order to maximize campaigns in Ukraine. Rather, valuebased message framing, including the emphasis on patriotic solidarity, and a focus on institutional trustworthiness at the localized platforms such as Telegram should be applied to succeed in the low-trust digital environment.

Beta coefficient is a measure of sensitivity of any stock or index with reference to the market index. The present study is an attempt to determine the beta of sectoral indices in India and their importance on investment decisions. The objectives of this study are to determine the relationship between sectoral indices and market index, and to compare the beta values of different sectors before and after the COVID pandemic. For fulfilling the first objective, values of 11 sectoral indices for 13 years, i.e. from 2012 to 2024, of BSE is considered and then the betas of each sector is calculated with reference to market index i.e. BSE Sensex. The result seems to be interesting as IT industry is having least beta of 0.21 and banking industry is having the highest beta of 1.25. For our second objective, we considered beta of the same sectors for three years pre-pandemic and three years post-pandemic. Our results indicate that realty sector has the highest deviation during the six years. Postpandemic the sector with the highest beta (metal) hasn't changed but FMCG sector bears negative beta now

The rapid advancement of artificial intelligence (AI) has significantly transformed the landscape of modern marketing and consumer behavior. AI-driven tools such as personalized recommendations, chatbots, and predictive analytics are increasingly shaping how consumers interact with brands and make purchasing decisions. This study explores the extent to which AI influences consumer buying decisions and enhances market engagement in a dynamic digital environment. The major objective of this research was to examine the role of artificial intelligence in influencing consumer buying decision and market engagement. The study is done in four prominent industries of DelhiNCR i.e. healthcare, IT, e-commerce and FMCG. A sample of 239 companies was finalized with the application of convenience sampling. The respondents were requested to fill the questionnaire via Google docs app, especially designed for the study. The collected data was analyzed and it was observed that several companies have fully adopted AI in marketing activities and their major objectives behind this adoption were improving customer retention and targeting along with improving customer engagement. It was concluded that there is significant positive impact of artificial intelligence on consumer buying decision and market engagement. Majority of marketers were found to be satisfied with the applications of artificial intelligence in marketing activities. Key Words: Machine learning insights, Consumer Preferences, Buying Intentions, marketing prediction

The rapid advancement of Artificial Intelligence (AI) has significantly transformed the e-commerce landscape, reshaping how businesses understand and respond to consumer preferences. With the integration of AI-driven technologies such as recommendation systems, predictive analytics, and personalized marketing, firms are increasingly able to influence and anticipate consumer behavior. Consequently, examining the interplay between technological innovation and evolving consumer preference patterns has become essential in contemporary e-commerce research. This research was conducted to study the consumers' perception towards use of AI and technology innovation on e-commerce platforms, further it has also examined the impact of AI on consumer purchase pattern. The study was done in Gujarat state and by using quota judgmental sampling method 2095 online shoppers were included in sample. The respondents were shared the Google docs link to provide their responses. The collected data was analyzed by applying various statistical techniques and it was observed that consumers were having the rich online shopping experience and they were using multiple platforms for online shopping to purchase various categories of products. Majority of customers were aware about the use of AI technologies in AI platforms and several times they have used AI features to make their online shopping convenient and enjoyable. Approximately 85% of the customers have positively perceived the use of AI by e-commerce platforms and they have indicated significant positive impact of AI technologies on their preference patterns Key Words: Artificial Intelligence (AI), Technology innovation, consumer preference

Purpose: With the growing reliance on digital platforms among MSMEs, it is critical to examine how they adopt social commerce and embed it into their business practices. This study examines the role of cognitive frames and adoption capability in shaping social commerce usage, aiming to address the gap between adoption intention and sustained competitive advantage. Design/methodology/approach: Drawing on Technological Frame Theory, this study examines cognitive frames (personal attitude, perceived application value, organisational influence, industry norms, and leadership support) and adoption capability among 496 MSMEs using partial least squares structural equation modelling (PLS-SEM). Findings: The results suggest that personal attitude and perceived application value are the two strongest predictors of an MSME's decision to adopt social commerce. In contrast, organisational influence and leadership support have positive but weaker effects, while industry norms are not statistically significant. Mediation analysis shows that cognitive frames influence competitive advantage primarily through adoption capability. Practical Implications: The research recommends that policymakers and practitioners move beyond the current focus on simply providing supportive infrastructure to achieve a deeper cognitive reframing of entrepreneurs and the routinization of digital practices to enable capability development.