Dr. Santhi S, Ms. Sandhiya. M, Dr, Rangarajan. R

Advertising, Brand Image, Consumer Buying Decision, Profitability.

The aim of the research was to assess the impact of brand image and promotional mix on consumer purchasing decisions. A descriptive survey research technique was employed as the framework for the study. Judgmental and purposive sampling methods were utilized. The data collected from the respondents were analysed using correlation. The results indicated that brand image, advertising, sales promotion, and personal selling significantly affect consumer buying decisions at the 01 level (2-tailed). The research concluded that the manner in which a product is marketed, along with the brand’s integrity, encourages consumers to buy it and make repeat purchases, as well as enhancing referrals of the product to potential customers. The research circulated the questionnaire to Chengalpattu district in Tamil Nadu has 8 taluks: particularly to Chengalpattu, Pallavaram, Tambaram, Thiruporur, and Vandalur. The study thus advised organizations, particularly those involved in marketing fast-moving consumer goods, to concentrate on a unique promotional mix, as the research empirically demonstrated that the perception of brand image can influence consumer buying decisions sustainably. It is also suggested that each marketing firm should implement a blend of promotional mix that can yield distinct results regarding turnover, enhanced market share, customer retention, profitability, and productivity, among other factors.

[1] Adebisi, S.A. and Babatunde, B.O. (2011). Strategic influence of promotional mix on organizational sale turnover in the face of strong competitors. Business Intelligence Journal, 4 (2): 343-350.
[2] Ansah, M.O. and Poku, K. (2013). Investigation into consumer response to sales promotional activities: The case of Unilever Ghana Limited. International Review of Management and Marketing, 3 (4): 134-145.
[3] Chakrabortty, R.K., Hossain, M., Azad, F.H., and Islam, J. (2013). Analysing the effects of sales promotion and advertising on consumer’s purchase behaviour. World Journal of Social Sciences, 3 (4): 183-194.
[4] Ijewere, A.A. (2011). Consumerism in Nigeria. Jorind, 9 (2): 186-192.
[5] Jobber, D. and Lancaster, G. (2006). Selling and sales management (7th Edition). Harlow: Prentice Hall.
[6] Kehinde, O.J. (2009). Integrated marketing communications and consumers’patronage of Nigerian beverage products. A Ph.D Thesis Done At Covenant University, Ota, Ogun State. Retrieved from www.dspace.covenantuniversity.edu.ng/…/CU03GP0024%20-

Ms.Aganeriyal.C, Dr. P. Maria Doss

AI Technologies, Well-Being, Efficiency, Beneficial, Employees, Management.

The artificial intelligence is useful by managing employees has beneficial and challenging in their workplace. It leads to important ethical considerations for the work-life balance of the workers. It brings up the concern about privacy, job security and potential bias. This examines existing factors to highlighting the important ethical considerations and inclusivity in AI system. Furthermore, the article emphasizes the purpose of organizations to implement the ethical framework that prioritize the balance between well-being of employees. AI technologies were implementing when in the organization create a positive work environment that beneficial as a whole.

[1] Binns, R. (2018). Fairness in AI: A perspective from the field. Proceedings of the 2018 Conference on Fairness, Accountability, and Transparency (FAT*), 3–7. https://doi.org/10.1145/3287560.3287598
[2] Gonzalez, J. A. (2021). Ethics of AI in the workplace: Implications for employee well-being. Journal of Business Ethics, 175(4), 1-18. https://doi.org/10.1007/s10551-020-04612-0
[3] Hakanen, J. J., & Schaufeli, W. B. (2012). Job resources, employee well-being, and job performance: An opportunity for a more positive work life. Journal of Happiness Studies, 13(3), 420-431. https://doi.org/10.1007/s10902-011-9272-8
[4] Khosrow-Pour, M. (2018). Artificial intelligence and employee mental health: A systematic review. International Journal of Information Science and Management, 16(2), 1-12.
[5] Sharma, A., & Gohil, S. (2022). Future directions for AI research in employee well-being. Journal of Organizational Behavior, 43(1), 15-30. https://doi.org/10.1002/job.2585
[6] Susskind, D., & Susskind, R. E. (2015). The future of the professions: How technology will transform the work of human experts. Harvard University Press.
[7] Zuboff, S. (2019). The age of surveillance capitalism: The fight for a human future at the new frontier of power. Public Affairs.

Dr. B. Punitha

Micro Entrepreneurs, Entrepreneurial Skill Development, Business Operations, Business Management Skills, Behavioural Skills, Technical Skills.

India is a country known for its thriving business environment, with a significant proportion of its population, ranging from approximately 70 percent to as high as 80 percent, being self-employed. Encouraging entrepreneurial development and income-generating endeavors serves as a practical approach towards empowering individuals and addressing the issue of unemployment. The study was exploratory in nature and a combination of qualitative and quantitative research approach was adopted. The study was mostly based on the primary data sources and questionnaire and personal interview methods were adopted to collect the data. Based on a sample of 120 Micro Entrepreneurs (both men and women entrepreneurs) in Chennai district, descriptive and inferential analysis were carried out. Independent Sample “t” test, One-way ANOVA, Correlation and Multiple Regression Analysis were used to test the hypotheses. The research revealed that there is a strong relationship between the Entrepreneurial skill development and business operations of Micro Entrepreneurs. The study found that out of five Entrepreneurial skill development, the impact of Behavioural Skills on Business Operations is more than others. The study suggests that the Micro Entrepreneurs should take proactive steps to develop their entrepreneurial skills and improve the business operations by which they can increase their business performance. The study proved that various entrepreneurial skill development would lead to better business operations of Micro Entrepreneurs.

[1] Bruton, G. D., Ahlstrom, D., & Li, H.-L. (2010). Institutional theory and entrepreneurship: Where are we now and where do we need to move in the future? Entrepreneurship Theory and Practice, 34(3), 421–440.
[2] Indriarti R., Mulyadi, Hanifah and Hendrayati, Heny (2020). Impact of entrepreneurial skills and innovations on business success. 10.1201/9780429295348-195.
[3] Kim, P. H., Aldrich, H. E., & Keister, L. A. (2012). Access (not) denied: The impact of financial, human, and cultural capital on entrepreneurial entry in the United States. Small Business Economics, 39(2), 429–440.

Dr. Vengadesan.S., Dr. Udayachandran. M

Handgrip coordination, Mental ability, Finger dexterity test board, Aviation students, Physical activities.

Finger dexterity and two-hand coordination are critical motor skills for aviation professionals, influencing their ability to manage aircraft controls, interpret flight instruments, and perform maintenance tasks. This study aimed to evaluate the effectiveness of these skills among aviation students aged 17 to 24 years. A total of 200 students (100 males and 100 females) participated in standardized tests measuring finger dexterity and two-hand coordination. The results indicate that female students exhibited superior finger dexterity, with 74% completing right-hand tasks within 2–3 minutes compared to only 23% of males. Similarly, 73% of females completed left-hand tasks efficiently, whereas only 16% of males achieved the same performance. In two-hand coordination tests, results were more balanced, with 41% of males and 40% of females completing the task within 0–1 minute. However, 5% of males and 8% of females required additional training. The findings underscore the necessity of integrating dexterity and coordination exercises into aviation training programs. Regular assessments, targeted training, and physical fitness integration are recommended to enhance these essential motor skills, ensuring aviation students develop the necessary capabilities for professional success.

[1] Estorninho, Margarida &Cheang, Se & Chan, Sio&Ieong, Ka& Lam, Chon & Liu, Karen. (2022). Finger dexterity in well-functioning cohort of office workers in Macau. Hong Kong Journal of Occupational Therapy.
[2] Berger, M. A., Krul, A. J., &Daanen, H. A. (2009). Task specificity of finger dexterity tests. Applied ergonomics, 40(1), 145-147.
[3] Bhavanani, A. B. (2003). Effect of yoga training on handgrip, respiratory pressures and pulmonary function. Indian J PhysiolPharmacol, 47(4), 387-392.
[4] Deodhar, A. A., Brabyn, J., Jones, P. W., Davis, M. J., & Woolf, A. D. (1995). Longitudinal study of hand bone densitometry in rheumatoid arthritis. Arthritis & Rheumatism: Official Journal of the American College of Rheumatology, 38(9), 1204-1210.
[5] Diermayr, G., McIsaac, T. L., & Gordon, A. M. (2011). Finger force coordination underlying object manipulation in the elderly–a mini-review. Gerontology, 57(3), 217-227.

Dr.S.Ramesh

Social Orders, Advanced Innovations, Distributed Computing, Hierarchical Authority, Deception

In the quickly developing computerized world, correspondence assumes a urgent part in molding ventures, associations, and social orders. The appearance of advanced innovations — like the web, cell phones, online entertainment stages, and distributed computing — has reformed how people and elements impart. This paper looks at the job of correspondence in driving the advanced world, underlining its significance in data trade, hierarchical authority, buyer commitment, and cultural change. Powerful correspondence in the computerized domain works with ongoing associations, upgrades navigation, and empowers the formation of customized encounters. Besides, it cultivates coordinated effort, drives advancement, and assists associations with exploring emergencies and oversee public insights. As computerized specialized apparatuses keep on developing, they present the two open doors and difficulties, including the advanced separation, issues of protection and security, and the spread of deception. By getting it and utilizing advanced correspondence systems, associations and people can flourish in this interconnected world. The paper likewise investigates the basic obligation of computerized correspondence in cultivating moral practices and battling advanced disparities, guaranteeing that correspondence stays a power for positive cultural change in an undeniably digitalized future.

[1] Castells, M. (2010). The Rise of the Network Society (2nd ed.). Wiley-Blackwell.
[2] Shirky, C. (2008). Here Comes Everybody: The Power of Organizing Without Organizations. Penguin Press.
[3] McLuhan, M. (1964). Understanding Media: The Extensions of Man. MIT Press.
[4] Kegan, R., & Lahey, L. L. (2009). Immunity to Change: How to Overcome It and Unlock the Potential in Yourself and Your Organization. Harvard Business Press.
[5] HBR (Harvard Business Review) (2020). Digital Transformation and Communication: How Leaders Can Navigate and Drive Change. Harvard Business Publishing.

Mr.T. Sureshkumar, Ms Deepha Rithik Balaji

Food Waste, Food Waste Management, Millennials, Shopping Habits

Food is widely available and easily accessible, leading to misconceptions that contribute to excessive food waste. Controlling food wastage is crucial to ensuring long-term food security and meeting fundamental human needs. This study examines the key factors influencing millennials’ purchasing behavior and how their food handling practices impact waste generation. A structured questionnaire was used to collect data from millennial respondents, providing insights into their shopping habits and attitudes toward food consumption. The findings indicate that socio-demographic variables, psychological influences, economic factors, and health consciousness significantly shape millennials’ purchasing decisions. Additionally, the way they handle purchased food—whether efficiently or inefficiently—plays a critical role in determining food wastage levels. Understanding these factors can help develop strategies to reduce food waste and promote responsible consumption habits

[1] Bordoloi, B. (2016). Curbing food wastage in a hungry world. BusinessLine, October
[2] Federicca Marra, Fighting Food Loss and Food Waste in Japan. (2013)
[3] Koivupalo, H., Hartikainen, H., Katajajuuri, J.-M., Silvennoinen, K., Heikintalo, N., Reinikainen,A. and Jalkanen, L. (2012). Influence of socio-demographic, behavioural and attitudinal factors on the amount of avoidable food waste generated in Finnish households.
[4] International Journal of Consumer Studies, 36(2), 183-191.
[5] Kumar, D. (2015). Problem of Food Wastage in India- Magnitude, Causes and Remedies. WordPress, June.
[6] Lazaros, Edward J, & Shackelford, Ray. (2008). Don’t Throw It Away! Raise Recycling Awareness Through Communications Project.Tech Directions, 67(6), 19-23
[7] Lyndhurst, B. (2007). Food behaviour consumer research:quantitative phase. Briefing paper, WRAP: UK
[8] Parfitt, J., Barthel, M., and Macnaughton, S. (2010). Food waste within food supply chains: quantification and potential for change to 2050. Philosophical Transactions of the Royal Society of Biological Sciences, 365(1554), 3065-3081.
[9] Quested, T., E., Parry,A.D., Easteal, S., and Swannell, R.(2013).Food and drink waste from households in the UK. Nutrition Bulletin, British Nutrition Foundation
[10] Sriraj, K. (2016). Tackling Food Wastage in India. The Pioneer, June 30.
[11] Wassermann, G., and Schneider, F. (2005). Edibles in Household Waste. Proceedings of the Tenth International Waste Management and Landfill Symposium, CISA, S.Margherita di Pula, Sardinia.
[12] WRAP (2008). Research into Consumer Behaviour in relation to food dates and portion sizes. Banbury: WRAP,October.
[13] WRAP (2010). A review of waste arisings in the supply of food and drink to UK households. Banbury:WRAP.
[14] WRAP (2009). Household Food and Drink Waste in the UK. Banbury:WRAP.
[15] WRAP (2007). We don´t waste food! A householder survey. Banbury:WRAP.
[16] Wenlock, R. W., Buss, D. H., Derry B. J., and Dixon, E.J.Responsible Consumption for Curbing Food Wastage: An Exploratory Enquiry (1979). Household food wastage in Britain. British Journal of Nutrition, 43(1), 53-70.
[17] Yang, Lei, Li, Zhen-Shan, & Fu, Hui-Zhen. (2011). Model of Municipal Solid Waste Source Separation Activity: A case Study of Beijing. Journal of the Air & Waste Management Association, 61(2), 157-163

Aluru Hanumantha Rao

Digital Communication, Digital World (DW), Artificial Intelligence (AI), Internet of Things (IoT), Emerging Technologies.

This research paper addresses the important role of communication in leading the digital word which focuses on the impact of organizational transformation, significance of digital communication tools (DCT), digital collaboration, culture and innovation. Digital technologies are emerging swiftly and cutting-edge technologies are the pivotal tools in effective, persuasive and multimodal communication to deal with complex situations in leading the digital world (DW). The study will be using qualitative approach using a secondary data collection process by a comprehensive literature review, examines and outline the importance of transparent, advanced digital communication innovations and adaptability in the DW. The findings have suggested businesses leverage DCT to increase agility, enhanced flexibility and performance, reduced operational costs, internal and external collaboration, decision making and competitiveness. Moreover, the research has addressed challenges like cyber security risks, possible miscommunications and digital fatigue while proposing practices to optimize communication in DW. The research contributes broader discourse on digital leadership by emphasizing communication as a key driver in sustainable growth and transformation. Communication is one the important aspects of leadership in the digital era as advanced technology demands seamless interactions, data flow, information exchange for decision- making and collaborations. The increased demand for Artificial Intelligence (AI), Internet of Things (IoT), Digital Marketing and remote work culture for the soft operational switch of organizations and effective communication for the digital environment, marketing strategies, advanced technology adoption and cyber security management. The research purpose is to address the impact of communication on digital landscape and organizational success.

[1] Abbu, H., Mugge, P., & Gudergan, G. (2022). Successful digital leadership requires building trust.
[2] Research- echnology Management, 65(5), 29 33.https:// www.tandfonline.com/ doi/abs/10.1080/08956308.2022.2095168
[3] AlAjmi, M. K. (2022). The impact of digital leadership on teachers’ technology integration during the COVID-19 pandemic in Kuwait. International Journal of Educational Research, 112, 101928. https://www.sciencedirect.com/science/ article/pii/ S088303552 2000064
[4] https://urbstudies.uok.ac.ir/article_62249.html?lang=en
[5] Benitez, J., Arenas, A., Castillo, A., & Esteves, J. (2022). Impact of digital leadership capability on innovation performance: The role of platform digitization capability. Information & Management, 59(2), 103590. https://drive.google.com/file/d/1GMu72Y1jThQOMpGbqOi HSsyn9OoYXMGg/view
[6] Diseiye, O., Ukubeyinje, S.E., Oladokun, B.D. and Kakwagh, V., 2024. Emerging technologies: Leveraging digital literacy for self-sufficiency among library professionals. Metaverse Basic and Applied Research, (3), p.2.
[7] GeeksForGeeks (2022). Barriers to Effective Communication. [online] GeeksforGeeks. Available at: https://www.geeksfor geeks.org/barriers-to-effective-communication/.
[8] IBM (2023). IBM Report: Half of Breached Organizations Unwilling to Increase Security Spend Despite Soaring Breach Costs. [online] IBM Newsroom. Available at: https://newsroom.ibm.com/2023-07-24- IBM-Report-Half-of-Breached-Organizations-Unwilling-to-Increase-Security-Spend-Despite-Soaring- Breach-Costs.
[9] Jameson, J., Rumyantseva, N., Cai, M., Markowski, M., Essex, R., & McNay, I. (2022). A systematic review and framework for digital leadership research maturity in higher education. Computers and Education Open, 3, 100115.https://www.sciencedirect.com/ science/article/pii/S2666557322000428
[10] Kwan, B. M., Brownson, R. C., Glasgow, R. E., Morrato, E. H., & Luke, D. A. (2022). Designing for dissemination and sustainability to promote equitable impacts on health. Annual Review of Public Health, 43(1), 331-353.
[11] Mphale, O., Gorejena, K. N., & Nojila, O. H. (2024). Understanding IoT Adoption in Botswana’s SMEs: A Research Onion Approach. Journal of Information Systems and Informatics, 6(4), 2374- 2396.https://www.journal-isi.org/index.php/isi/article/download/880/448
[12] Orth, C. D. O., & Maçada, A. C. G. (2021). Corporate fraud and relationships: a systematic literature review in the light of research onion. Journal of Financial Crime, 28(3), 741- 764. https://www.emerald.com/insight/content/doi/10.1108/JFC-09-2020-0190/full/html
[13] Rahmawati, A., & Sujono, F. K. (2021). Digital communication through online learning in Indonesia: Challenges opportunities. Jurnal Aspikom, 6(1), 61-76. https://core.ac.uk/ download/pdf/389396170.pdf
[14] Sağbaş, M., & Erdoğan, F. A. (2022). Digital leadership: a systematic conceptual literature review.
[15] İstanbul..Kent Üniversitesi..İnsan ve Toplum Bilimleri..Dergisi, 3(1), 17-35.https://dergipark.org.tr /en/pub/itbfkent/issue/68585 /1024253
[16] Saputra, N., Nugroho, R., Aisyah, H., & Karneli, O. (2021). Digital skill during covid-19: effects of digital leadership and digital..collaboration. Jurnal Aplikasi Manajemen, 19(2), 272-281.https://jurnaljam.ub.ac.id/index.php/jam/article/view/2150
[17] Shirooyehpour, S., & Fazli, S. (2022). from Forecasting to Foresight: basing the Methodology of Futures Studies on Research Onion Model. Methodology of Social Sciences and Humanities, 28(113), 31- 50.https://method.rihu.ac.ir/article_1993.html?lang=en

[18] Statista. (2021). UK: areas of strength in digital strategy and leadership 2015. [online] Available at: https://www. statista.com/statistics/516933/uk-areas-of-strength-in-digital-strategy-and-leadership- survey/.
[19] Statista. (2023). Most used online communication services worldwide 2021. [online] Available at: https://www. statista.com/statistics/1246368/communication-services-usage/.
[20] Tigre, F. B., Curado, C., & Henriques, P. L. (2023). Digital leadership: A bibliometric analysis. Journal of leadership & organizational studies, 30(1), 40-70.DOI: 10.1177/ 15480518221123132
[21] Venter, E. (2019). Challenges for meaningful interpersonal communication in a digital era. HTS: Theological Studies, 75(1), 1-6.https://journals.co.za/doi/abs/10.4102/hts.v75i1.5339
[22] Wang, T., Lin, X., & Sheng, F. (2022). Digital leadership and exploratory innovation: From the dual perspectives of strategic orientation and organizational culture. Frontiers in Psychology, 13, 902693.https://www.frontiersin.org/articles/10.3389/fpsyg.2022.902693/full

Ms. Selvi P, Dr. Fathima Thabassum N

Digital Marketing, Mutual fund Investment, demographic factors, Investment Decisions, Return on Investment.

The encroachments in technology have shrunk numerous barriers in the path of business, benefiting both businesses and consumers by augmenting their spending experiences. The upsurge of digital advertising within financial service sectors has abridged the process for mutual fund companies to connect with a broader assortment of investors and has also made it much more convenient for potential investors regarding the accessibility of information. Against this background, the primary aim of this paper is to explore the influence of Digital Marketing on investors’ Mutual Fund Investment Decisions and subsequently determine the key demographic factors that affect online investments.

[1] Ahmed, D. R. R., Seedani, S. K., Ahuja, M. K., & Paryani, S. K. (2015). Impact of Celebrity Endorsement on Consumer Buying Behavior. SSRN Electronic Journal, 112–127. https://doi.org /10.2139/ssrn.2666148.
[2] Albers‐Miller, N. D., & Royne Stafford, M. (1999). An international analysis of emotional and rational appeals in services vs goods advertising. Journal of Consumer Marketing, 16(1), 42–57.
[3] Aydogdu, M., & Wellman, J. W. (2011). The Effects of Advertising on Mutual Fund Flows: Results from a New Database. Financial Management, 40(3), 785–809. https://doi.org/ 10.1111/j.1755-053X.2011.01161.x Basics, T. (n.d.). The Basics Of Saving And Investing : Investor Education 2020.
[4] Dhawan, D., & Mehta, S. K. (2019). Saving and investment pattern: Assessment and prospects. ACRN Journal of Finance and Risk Perspectives, 8(1), 123–132. https://doi.org/ 10.35944 /jofrp.2019.8.1.008
[5] Econometrics, A., & Development, I. (2012). PUZZLE. 12.
[6] K J, A., & P S, A. (2015). Saving and Investment Behaviour – Review and an agenda for future research. Contemporary Commerce Review, 4(September), 43–73. http://papers.ssrn. com/sol3/papers.cfm?abstract_id=2665305
[7] Kimbonguila, A., Matos, L., Petit, J., Scher, J., & Nzikou, J.-M. (2019). Effect of Physical Treatment on the Physicochemical, Rheological and Functional Properties of Yam Meal of the Cultivar “Ngumvu” From Dioscorea Alata
[8] L. of Congo. International Journal of Recent Scientific Research, 10(D), 30693–30695. https://doi.org/10.24327/IJRSR
[9] Korkeamaki, T., Puttonen, V., & Smythe, T. (2007). Advertising and mutual fund asset flows. International Journal of Bank Marketing, 25(7), 434–451. https://doi.org/ 10.1108 /02652320 710832603
[10] Kotler. (2017). Marketing Management.
[11] Ladner, R. (2012). The Influence of Celebrity Endorsements on Stock Prices. International Journal of Latest Trends in Finance & Economic Sciences, 2(3), 238–243.
[12] Lee, T. D., Yun, T. W., & Haley, E. (2013). Effects of mutual fund advertising disclosures on investor information processing and decision-making. Journal of Services Marketing, 27(2), 104–117. https://doi.org/10.1108/08876041311309234
[13] Mishra, S. J., Munmunmohanty, & Sahoo, S. C. (2017). Impact of Celebrity Endorsement on Consumers Purchase Intention. Asian Journal of Research in Business Economics and Management, 7(8), 402. https://doi.org/10.5958/2249- 7307.2017.00153.0
[14] NGUYEN, N. T. (2021). The Influence of Celebrity Endorsement on Young Vietnamese Consumers’ Purchasing Intention*. Journal of Asian Finance, Economics and Business, 8(1), 951–960. https://doi.org/10.13106/jafeb.2021.vol8.no1.951
[15] Omorodion, O., & Osifo, S. J. (2019). Celebrity Endorsement and Consumer Purchasing Behavior among Students of the University of Benin: A Case Study of the Nigerian Telecommunication Industry. 4(1), 18–32.
[16] Sharma, P. and R. R. (2018). Influence of Advertisement Appeals on the Investment Decisions of Investors in India.
[17] Journal of General Management Research, 5(2), 16–27.
[18] Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39- 52.
[19] Ohanian, R. (1991). The impact of celebrity spokespersons’ perceived image on consumers’ intention to purchase. Journal of Advertising Research, 31(1), 46-54.

Ms. Seema K, Dr. Arokiamary Geetha Doss

Women Entrepreneurs, Advice And References, Elements Impacting Entrepreneurship, Challenges Encountered.

In recent years, there has been a notable rise in the number of female entrepreneurs in India. Various elements affect this expansion, but the most significant are the thrust and twitch factors. Thrust factors are barriers and limitations that women face in their current roles, including bias, insufficient opportunities, and limited access to resources. These challenges motivate women to explore entrepreneurship as a way to tackle these issues. The chances and benefits that entrepreneurship offers, including financial freedom, flexibility, and the ability to pursue one’s passion, are known as twitch factors, in contrast. These benefits attract women, making them more likely to launch their own businesses. Women are increasingly eager to launch their own businesses, yet several hurdles still need to be addressed. These encompass obstacles to funding, an absence of social networks, and cultural and societal biases against women entrepreneurs. The government alongside several organizations is striving to tackle these challenges and enhance the environment in India for women entrepreneurs. Although thrust and twitch elements continue to drive the growth of women’s enterprises in India, further efforts are needed to equalize opportunities for these individuals and enable them to achieve their maximum potential.

[1] Bener, O. (2009). Evaluation of Views of Housewives on Participation in the Work Life within the Framework of Female Employment Activities Executed by NGOs, International Journal of Human Sciences, 6(1), pp 412-428.
[2] Brindley, C. (2005). Barriers to women achieving their entrepreneurial potential: Women and risk. International Journal of Entrepreneurial Behaviour and Research, 11(2): 144-161.
[3] Gatewood, E.J., Brush, C.G., Carter, N.M., Greene, P.G., & Hart, M.M., (2004). Women Entrepreneurs Growth and Implications for the Classroom. Coleman Foundation White Paper Series for the United States Association for Small Business and Entrepreneurship
[4] Hair Jr., J.F., Black w.c., Babin B.J., & Anderson R.E. (2010). Multivariate Data Analysis: A Global Perspective, 7th ed. New Jersey, Pearson.
[5] Hisrich, R. D., Peters, M. P. & Shepherd, D. A. (2008). Entrepreneurship (7th ed.). New York: McGraw-Hill Co.Inc.
[6] Jariah Masud & Laily Paim. (1995). Rural Women’s Involvement in Micro Enterprise: Problems and Potential for Scaling Up. A report submitted to Japan International Cooperation Agency (JICA).
[7] Kuratko, D.F. & Hodgetts, R.M.(2009),“Entrepreneurship–Theory, Process, Practice”, 2nd Ed, South-Western Cengage Learning, USA.
[8] Langan-Fox, J. and Roth, S. (1995). Achievement Motivation and Female Entrepreneurs. Journal of Occupational and Organizational Psychology, 68 (3), 209-218.
[9] MacMillan, I, Siegel, R., & SubbaNarasimha, P. (1994). Criteria used by venture capitalists to evaluate new venture proposals. Journal of Business Venturing, 1(1), 119-128.
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[11] Madura,J (2007), “Introduction to Business”, 4th ed, South Western Educational Publishing, USA.Mitra, R. (2002). The Growth Pattern of Women-Run Enterprises: An Empirical Study in India. Journal of Developmental Entrepreneurship. 7(2): 217-237
[12] Murphy, G. B., Trailer, J. W., & Hill, R. C. (1996). Measuring performance in entrepreneurship research. Journal of Business Research, 36(1), 15-23.
[13] Norsidah Ahmad (1999). Factors Affecting Business Performance of Malay Women Entrepreneurs in the Klang Valley. Master’s Thesis, Universiti Sains Malaysia, Pulau Pinang.
[14] Norudin Mansor and Azman Che Mat (2010) The Significance of Psychology and Environment dimensions for Malaysian Muslim Women Entrepreneurship Venturing, International Journal of Human Sciences, 7(1), pp 254-269.
[15] Norudin Mansor, Zalinawati Abdullah, Muna Aimuni Zainal Abidin (2014). Sustaining Competitive Advantage of Malaysian Construction Industry, Journal of Applied Environmental and Biological Sciences, 4 (5S) 61-72.
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Mr. Amrit C Sankaran, Mrs. Gomathi V M

Leader – Member Exchange, Organisational Commitment, Turnover Intent, Hybrid Work.

The study examines the relationship of managers and their subordinates in the context of hybrid work scenarios where minimum in-person interactions are available. This study utilised a novel concept of Leader-member exchange (LMX). Furthermore, this study examined the relationship between LMX and its influence on the subordinates’ organisational commitment and turnover intent. Research samples were collected and relationship models were established. The results show that LMX has a positive influence on organisational commitment and a negative influence on employee turnover intention even in work scenarios where minimum in-person interactions are available. The outcome of this study, would benefit management personnel to understand the relationship between supervisory and non – supervisory employees and help human resource departments as they plan training sessions in the current hybrid work scenario

[1] Bass, B. M. (1990). From transactional to transformational leadership: Learning to share the vision. Organizational Dynamics, 18(3), 19-31.
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