Drawing on Social Exchange Theory (SET), the study proposes that internal branding enhances employees' intention to stay through two complementary psychological pathways: affective organizational commitment, representing emotional exchange, and psychological empowerment, representing motivational exchange. Additionally, perceived organizational support (POS) is examined as a moderating factor that shapes employees' responses to internal branding initiatives. Data was collected from 450 call center representatives employed in BPO organizations in Chandigarh, India. Structural equation modeling was used to test a moderated dual-mediation model. The findings reveal that internal branding does not exert a significant direct effect on intention to stay; instead, its influence is fully mediated by affective organizational commitment and psychological empowerment. Moreover, POS significantly strengthens the relationships between internal branding and both mediators, indicating that internal branding initiatives are most effective when employees perceive high organizational support. This study contributes to the internal branding and human resource management literature by offering a theory-driven explanation of how and under what conditions internal branding fosters employee retention in high-turnover service contexts. From a practical perspective, the findings underscore the importance of aligning internal branding initiatives with supportive organizational practices to cultivate emotionally committed, empowered, and stable workforces in the BPO sector.

The article studies innovative approaches and investment solutions in the system of adaptive management of enterprises of the agro-industrial complex of Ukraine in the digitalization context of the regional business landscape. It is substantiated that the effectiveness of digital transformation is determined not only by the level of technology introduction, but also by the ability of enterprises to integrate them into the process of managerial decision-making, taking into account regional conditions of functioning. Based on the analysis of financial and economic indicators of the activities of enterprises, a methodological approach has been developed and tested, which provides for the use of the Digital Maturity Index (IDZ) and the Adaptability Index (IA) to assess the level of digitalization and managerial flexibility of enterprises. The presence of the positive relationship between digital investments, management adaptability and financial performance has been established, which is manifested in the growth of return on assets, improved liquidity and increased efficiency of resource use. It is proved that the regional business landscape acts as an important determinant of digital transformation, influencing the availability of investment resources, digital infrastructure and institutional capabilities of enterprises. The proposed model allows integrating technological, managerial and regional factors into a single system for forming investment decisions, which ensures an increase in the adaptability and competitiveness of enterprises in an unstable environment.

Purpose- Despite its nascent stage, ONDC could be a catalyst for fostering a manufacturing production cloud. This study examined the role of ONDC (Open Network for Digital Commerce) within the framework of Industry 4.0 in India. Design/methodology/approach- This study employed conceptual analysis to understand the potential of ONDC in the context of the industrial revolution and sustainable development in India. To fulfill the objectives of this study, the secondary data gathered from academic publications, news stories, and ONDC's official website to provide further information and analysis on Industry 4.0 andONDC. Findings-The findings from conceptual analysis showed that the effective implementation of ONDC is pivotal for revolutionising India's industrial landscape and driving economic growth. Further, the linkage between MSMEs and ONDC indicates that with ONDC's digital infrastructure, MSMEs can reap the benefits of global market access, facilitate e-commerce processes, receive compliance assistance, optimise logistics and gain market intelligence insights. Originality- The evaluation of existing literature revealed that none of the previous studies reviewed the linkage between ONDC and Industry 4.0. Thus, exploring ONDC's role in the context of Industry 4.0 is not only pertinent but essential for realising its full potential in driving economic transformation.

This study evaluates the performance of public sector banks in India over a decade, specifically from April 1, 2014, to March 31, 2023, by analyzing efficiency metrics using Data Envelopment Analysis (DEA). The analysis employs twoDEAmodels: the CCR model, which assumes constant returns to scale (CRS) and measures Overall Technical Efficiency (OTE), and the BCC model, which assumes variable returns to scale (VRS) and assesses Pure Technical Efficiency (PTE). The study finds that banks such as Punjab and Sind Bank, State Bank of India, and Bank of Maharashtra demonstrate consistently high efficiency across all metrics, indicating strong and stable performance. In contrast, banks including Bank of Baroda, Canara Bank, and Union Bank of India exhibit notable fluctuations in efficiency, reflecting periods of both high and low performance. Specifically, 2022 was a challenging year for many banks, marked by significant drops in efficiency, but a recovery is evident in 2023. Recommendations include stabilizing operations for banks with high variability, optimizing scale efficiency, and leveraging successful strategies from high-performing banks to foster overall sector improvement.

Purpose – Examining the digital banking landscape from 2014 to 2023, this study presents a thorough and systematic evaluation of 67 peerreviewed studies to determine what aspects influence client satisfaction levels. It also attempted to explore theoretical developments pertaining to the subject under study. Design/Methodology/Approach – This review adopted a multidisciplinary perspective and selected 67 peer-reviewed and published articles from nine bibliographic databases based on the developed selection criteria. Findings – The study found Responsiveness, Reliability, Ease of use, Security & Privacy, Efficiency, Fulfillment, Website Design, Trust, Tangibility, Empathy, Website Availability, Website Attributes and Personalization as the widely tested and validated antecedents of customer satisfaction vis-a-vis digital banking. It found the SERVQUAL and E-SERVQUAL models to be the most extensively used frameworks in their original, modified and extended forms. It also highlights Asia leading with the highest number of publications on the theme under study followed by African, European and South American countries.

This study aims to assess how healthcare communication contributes to patient satisfaction by conducting a systematic review following the PRISMA(Preferred Reporting Items for Systematic Reviews and Meta- Analyses) guidelines. The review focused on literature published between 2010 and 2025, retrieved from databases such as PubMed, Scopus, CINAHL, and PsycINFO. Studies selected for inclusion were peer-reviewed and examined the effects of communication strategies on patient satisfaction within healthcare settings.Atotal of 14 studies were reviewed, highlighting a variety of communication approaches, including patient-centered communication (PCC) training, interdisciplinary bedside rounds, and standardized models such as SBAR. The evidence indicates that effective communication not only enhances patient satisfaction but also fosters trust in healthcare providers and supports better health outcomes. Several studies further underscore the importance of language proficiency and cultural sensitivity in provider-patient interactions, noting their significant influence on satisfaction levels.

Personal branding has become an essential factor in professional success, especially in startup ecosystems and the quickly changing digital economy. This study examines the impact of digital personal branding on employee performance in startups in Hyderabad, specifically those affiliated with T-Hub. The study used a quantitative method, collecting primary data from 300 employees using a structured questionnaire. Correlations, regression, and SEM were used to examine relationships among digital personal branding, digital platform usage, organisational support, employee engagement, and employee performance. The results indicate that employee performance is strongly influenced by digital personal branding. Also, the use of digital platforms and organisational support was identified as having a significant impact on personal branding practice, and employee engagement partially mediates the relationship between personal branding and performance. The research mentions the role of organisational support in promoting personal branding among employees. It concludes that digital personal branding is a strategic resource that adds value to individual and organisational performance within startup ecosystems. Keywords: Digital Personal Branding, Employee Performance, Startup Ecosystem, T-Hub, Employee Engagement, Digital Platforms, Organisational Support Introduction Personal branding has become more than a niche career strategy in the modern, digital economy and an imperative professional skill, especially in fast-moving, innovation-intensive settings like the startup ecosystem. As digital platforms expand worldwide, such as LinkedIn, Twitter, and Instagram, so do the opportunities for individuals to design and share their professional identity, capabilities, and accomplishments with an international audience. The change has altered classic concepts of career development, placing greater emphasis on self-presentation, visibility, and the management of digital reputation (Gorbatov et al., 2018).

This study investigates how the endorser credibility of spiritual gurus acting as celebrity business founders influences brand love for the products they sell and endorse in India. Drawing upon Source Credibility Theory and Meaning Transfer Theory, the study proposes that dimensions of credibility i.e. expertise, trustworthiness , attractiveness of spiritual gurus generate brand love, which subsequently leads to affective commitment towards products, spread positive word of mouth, and willingness to pay a premium .With a sample of 718 consumers the proposed conceptual model was tested using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.2. The findings indicate that endorser credibility significantly enhances brand love. Brand love, in turn, positively influences affective commitment, willingness to pay a premium, and positive word of mouth. This study highlights key managerial implications for firms operating in culturally embedded emerging markets like India. The findings show that the credibility of spiritual gurus—especially their perceived expertise, trustworthiness , attractiveness—acts as a strategic resource that enhances brand love,

Digitization of management accounting has become imperative to Ukrainian companies operating in unstable regulatory environments, erratic marketplaces as well as fragmented legacy system infrastructures. This paper will analyze how the implementation of a local popular Enterprise Resource Planning (ERP) system- Business Automation Systems (BAS)- related to the management accounting effectiveness and the soundness of decision making at a Ukrainian-based company. The multiple-case study methodology was employed. A 48 months period consisting of 24 months before and after system uptake were analyzed on three medium-large Ukrainian manufacturing, agroprocessing, and logistics enterprises. The triangulation of data was performed based on archival performance records, system change logs, and semi-structured interviews with nine senior informants, the Chief Financial Officer, Head of Controlling and ERPProject Manager of each case. Some of the performance indicators included time to close, budget accuracy, and manual journal recordings. Paired-sample t-tests were used to test Hypothesis 1;Within-case profiling and cross-case patternmatching were the methods of testing Hypothesis 2, with Likert-scale scores as the tools of analysis.The three examples demonstrated good improvements. The monthly reporting time-to-close reduced by 7.87 days, and it was a 51-56 percent decrease (t = -6.42, p <.001). Manual journal entries were reduced by 74-78 percent with budget variance improvement by 20-53 percent (t = -3.78, p =.005). Every company achieved a high single source of truth integration (4.0-5.0). The variation in decision-making resilience showed a steady difference with respect to the dependency of vendors: the company, which achieved the lowest dependency (4.5), displayed the highest resilience, whereas the company, which achieved the highest dependency (3.5), achieved the lowest resilience, even though it recorded the most overall technical integration. This study provides longitudinal data of ERP-induced management accounting change in Ukraine and suggests a contingency model in which the dependence on the vendors serves as a moderating factor of the resilience benefits of digital integration.

The current research investigates whether digitalization (DT) of business processes can increase enterprise competitiveness during wartime recovery in Ukraine. The cross-sectional survey design with retrospective pre post constituents was adopted. Data were collected from 847 Ukrainian enterprises stratified by sector (manufacturing, services, agriculture, IT/logistics) and enterprise size (small, medium, large). DigitalAdoption Level (DAL) was measured across five solution categories (automation, CRM, ERP, cloud tools, AI-based analytics) using a composite index. Competitiveness indicators included operational efficiency, cost reduction and market expansion. Multiple linear regression, moderation analysis with interaction terms and subgroup analysis were conducted. Results reveal a strong positive relationship between DT and competitiveness. Moderation analysis shows the effect is strongest for IT/logistics and services sectors and for large enterprises. Subgroup analysis identifies cloud tools and AI-based analytics as most impactful solutions. Pre post comparison reveals that high-digitalization firms had better across all metrics of competitiveness even after the war, whereas low-digitalization firms worsened in all areas. Results reveal five post-war competitiveness mechanisms, which include: flexibility, resilience, efficiency, resource optimization and global market integration. Policymakers ought to redistribute funds towards cloud and AI grants and focus on digital infrastructure. Cloud migration and AI analytics are strategic requirements that businesses need to address.

Objective: This study aimed to determine the determinants of innovative technology adoption that affect the farming patterns of livestock holders in India. Research Methodology: Astratified random sampling of cattle, sheep, buffalo, and goats was used to collect data from 270 farmers sampled from rural areas in the Rajasthan and Uttar Pradesh states of India. The sampled farmers included 135 adopters (i.e. farmers who adopted the new technologies) and 135 non-ads (i.e., farmers who did not adopt the technologies). To determine the impact of various independent factors on technology adoption by livestock holders Binary Logistic Regression was used. Findings: The statistical software SPSS was used to predict logistic regression coefficients using the ML (Maximum Likelihood Method). One of the most reliable methods for conciliation of logistic regression models is the Hosmer-Lemeshow statistic. About 77.98 % of the total predictions were correct. The Lemers-Hosmer Goodness of fit Test, derived from Chi-square distribution (d.f., p = 0.581), presented that the model fits the data very well. The result indicated that the null hypothesis, according to which there is no difference between the estimated and observed values for the dependent variable, was accepted.

Electronic payment systems have evolved very fast, which has transformed the world in terms of financial transactions, as they have increased efficiency, transparency, and financial inclusion (Anagreh et al., 2024; Adholiya et al, 2020). In India, mobile wallets, Unified Payments Interface (UPI) and internet banking are actively encouraged as instruments of inclusive economic development (Chandak, 2024). The benefits of this digital financial revolution, however, have not been enjoyed by all social groups equally (Mpofu & Mhlanga, 2022). The transsexuals who were socially marginalised, discriminated, and economically marginalised in the past continue to encounter numerous challenges in the use and successful use of electronic payment systems (Raj&Juned, 2022). The present paper will review the use and relevance of electronic payment systems among transgenders in respect to three major factors, which are accessibility, trust, and financial empowerment. The research analyzes the utilization trends, perceived benefits, and issues with the form of digital financial service usage among transgender people, utilizing the mixed-method research design that involves the survey questions and semi-structured interviews.