American Scholars Press

Haaniya Umair is a graduate student of Business Analytics at the Questrom School of Business, Boston University, with a strong background in data mining and analysis. She is enthusiastic about researching emerging trends in business and marketing and is committed to leveraging her skills to drive industry innovation and improvement.

Dr. Ahmad Khan is a communications and networks engineer with a doctorate in management, specializing in organizational behavior. He is deeply enthusiastic about research and teaching. He also holds multiple certifications in executive and personal coaching. Ahmad is also the founder and research fellow at WISER, the Writing Institute for Social and Educational Research.

This research paper proposes a construct for a strategic framework for leveraging artificial intelligence (AI) in business marketing to optimize return on investment (ROI) and improve client satisfaction. The framework builds upon existing marketing strategies by combining key concepts from contemporary research with insights extracted from a quantitative analysis of secondary data sources, including customer behavior metrics, campaign performance data, and market trends.

The proposed AI-driven framework can utilize AI and machine learning techniques to develop targeted marketing strategies that dynamically adjust to consumer preferences, behaviors, and market conditions. By aligning marketing efforts with data-driven insights, the framework is designed to maximize the efficiency of marketing budgets while enhancing client satisfaction. Additionally, the framework's adaptive and scalable design allows for the incorporation of additional components and variables as AI technology and market dynamics evolve. This paper lays the groundwork for future research and practical applications, offering a flexible use case for AI modeling that businesses can further develop to achieve their specific marketing objectives and optimize outcomes.

AI in marketing, framework for social media marketing, return on investment, client satisfaction, data-driven marketing strategies, marketing optimization, use case for AI and big data

Dr. Michael Williams, Ph.D., MBA, is the Dean of the School of Business and Management at Thomas Edison State University in Trenton, NJ. As the school's chief academic and administrative officer, he leads all aspects of the school's scholar-practitioner-focused degree programming. He implemented a scholar-practitioner, interdisciplinary curricula approach, developed degrees at all academic levels, and presents at national and international conferences of leadership, adult learning, and distance education. Dr. Williams's research and publishing interests include the psychodynamics of leadership, adult learning, change management, and workplace bullying. Dr. Williams earned a Ph.D. in Educational Leadership, Policy, and Administration and an MS in Human Resource Management from Fordham University. In addition, he holds multiple graduate degrees, including an MS in Labor and Employee Relations, an MBA in Management, an MS in Mental Health Counseling, and an MA in Psychoanalysis.

Dr. Tami Moser Ph.D., DBH is a Chair of the Department of Pharmaceutical Sciences and Associate Professor of Pharmacy Administration at Southwestern Oklahoma State University in Weatherford Oklahoma. She is also the creator and coordinator of the Center of Excellence in Pharmacy Leadership, Innovation, and Quality Outcomes for the College of Pharmacy. In addition, she has served as a consultant in Higher Education and in the healthcare industry. Dr. Moser holds multiple graduate degrees including: Ph.D. in Organization and Management with a specialization in Human Resource Management from Capella University, a Doctorate in Behavioral Health (DBH) with a specialization in the development and management of integrated health care teams focused on quality outcomes from Arizona State University College of Health Solutions, and Master in Public Administration with a specialization in Management from the University of Oklahoma.

Dr. Garry McDaniel Ed.D. is a member of the executive board of the International Coaches Union, and  mentor with Thomas Edison State University in Trenton, New Jersey. He received his doctorate in Human Resource Leadership at the University of Texas and has served as a faculty member and university administrator over the past 15 years. His experience includes over 25 years leading state and federal programs and the Global Leadership & Succession Planning efforts a global semiconductor manufacturer. He has authored a number of articles and several books- Managing the business: How successful managers align management systems with business strategy (1999); Conflict to Cooperation: A process for mediating group differences (2005); A Dog’s Guide to Happiness: Seven secrets for a better life from man’s best friend (2017); High-Performance Coaching (2017); Team Building Activities for Coaches (2019) and, Conflict Management in Healthcare: Creating A Culture of Cooperation (Jan, 2021).

Dr. Tara Kent Ph.D. is the Dean of Arts and Sciences and a Professor of social science at Felician University.  In her current role, she serves as the chief academic officer of the School and oversees all social science, natural and applied science, and humanities programs at the graduate and undergraduate level, leading the development, implementation, and assessment of these programs.  Previously, Dr. Kent served in a variety of roles in the Pennsylvania State System of Higher Education, including Dean, Associate Provost, Associate Vice President, and Provost.  While on faculty at Washington College, the University of Delaware and Purdue University, she taught a breadth of courses in the social sciences.  She maintains an active research agenda, and presents her work to audiences in the academy, and in professional and service organizations.  A published author, her work appeared in Gender Violence, an edited anthology that was widely used as a text for college courses. Dr. Kent earned the doctoral degree at Purdue University in sociology with a concentration in social inequalities at the intersection of race, class, and gender.   

This article explores the influence of resistance on coaching efficacy. Resistance is a key psychodynamic construct that can inhibit coaching efficacy. Coaches and a coaching alliance to achieve stated personal and professional goals. Thus, examining the applicability of key concepts in psychoanalytic theory and the influence of resistance in coaching could lead to a greater understanding of its role in the coaching relationship and strategies enabling the advancement of this increasingly utilized developmental process. This paper explores four areas: 1) a review of associated psychological literature, 2) resistance and defense, 3) categories and levels of defense mechanisms, and 4) classifications of defense mechanisms, and 5) applications of psychoanalytic theory and strategies in coaching.

resistance, defense mechanisms, coaching, psychodynamics

Dr. Ying Wang, DBA, CPA is a professor of accounting at Montana State University-Billings in Billings, Montana. She has done extensive research in the financing accounting area. Her major research interests are financial accounting and reporting. ywang@msubillings.edu

Debra M. Schoenfeld, BBA, MBA, CPA, JD, LLM is a professor of tax and business law at Montana State University-Billings in Billings, Montana. Background includes experience in public accounting and working for one of the top fortune companies. Professor for the last 10 years. Major research in the area of taxation and accounting. debra.schoenfeld@msubillings.edu

This study explores the intricate relationships between ownership structure, corporate governance, and company performance in the modern corporate landscape. Utilizing data from the China Stock Market & Accounting Research Database (CSMAR) covering 2010 to 2018, the study investigates various corporate governance mechanisms, including ownership structure and board composition, and their impacts on company performance measured by return on assets (ROA), stock return, net income, and market-to-book ratio. The analysis employs both linear and monotonic methods to capture the complex, nonlinear relationships inherent in these variables.

Key findings indicate that ownership concentration and insider equity holding positively influence ROA and net income but have mixed effects on stock returns. Larger board sizes for both boards of directors (BODs) and boards of supervisors (BOSs) are negatively associated with ROA and stock return, suggesting that overly large boards may impede company performance. Conversely, the dual role of the BOD chair as CEO, often criticized as management entrenchment, is shown to enhance income growth and ROA. Independent BOD members, typically considered beneficial for corporate governance, have a mixed impact, improving long-term stock returns while potentially hindering company growth and ROA.

These findings underscore the need for a balanced approach to corporate governance and ownership structure. While ownership concentration can boost earnings and stock returns, excessive insider ownership may detract from stock performance. Additionally, while stock-based compensation can incentivize earnings, it should be implemented judiciously to avoid negative impacts on stock returns. The study provides practical implications for companies seeking to optimize their governance mechanisms and ownership structures to enhance overall performance.

company performance, corporate governance

Dr. Todd Kramer is the Associate Dean of the School of Design and Engineering and is an Associate Professor in the Industrial Design department at Thomas Jefferson University. Dr. Kramer has earned a Doctorate in Business Administration (DBA), an M.S. in Interactive Design and Media, and a B.S. in Industrial Design. His research focuses on understanding how Design Thinking models are successfully implemented in professional practice and exploring thematic coding approaches within qualitative research scenarios. With over twenty years as an Industrial Designer and administrator in the corporate sector, Dr. Kramer integrates industry best practices and active learning principles into his teaching. He aims to equip students with the skills for successful careers upon graduation and the adaptability needed for sustained professional growth.

Dr. Tami Moser Ph.D., DBH is a Chair of the Department of Pharmaceutical Sciences and Associate Professor of Pharmacy Administration at Southwestern Oklahoma State University in Weatherford Oklahoma. She is also the creator and coordinator of the Center of Excellence in Pharmacy Leadership, Innovation, and Quality Outcomes for the College of Pharmacy. In addition, she has served as a consultant in Higher Education and in the healthcare industry. Dr. Moser holds multiple graduate degrees including: Ph.D. in Organization and Management with a specialization in Human Resource Management from Capella University, a Doctorate in Behavioral Health (DBH) with a specialization in the development and management of integrated health care teams focused on quality outcomes from Arizona State University College of Health Solutions, and Master in Public Administration with a specialization in Management from the University of Oklahoma.

Design Thinking (DT) has become crucial for manufacturing companies striving to meet consumer expectations and stand out in competitive marketspaces. This qualitative study explores barriers to implementing a commonly used DT model (the d.school’s DT model) in manufacturing companies, as perceived by DT consultants. While existing literature extensively covers DT processes, few studies focus on practitioner perspectives, such as the consultant, to understand the challenges of implementing the process within an organizational structure. This research identifies trust as the primary obstacle for DT consultants working with organizational members to overcome. Data was collected through semi-structured interviews and analyzed using open, axial, and selective coding to identify themes and ascertain a theoretical meaning relevant to DT practitioners and literature.

design thinking, barriers, implementation, the d.school, manufacturing, consulting

Mr. Sarath Chandran M.C. is currently pursuing a Ph.D. in Commerce at Bharathidasan University, with research conducted at Maruthupandiyar College, Thanjavur. His research interests lie in banking, finance, and environmental sustainability. With an academic career spanning over several institutions, Sarath Chandran has been actively involved in teaching, currently serving as an Assistant Professor at Amrita Vishwa Vidyapeetham, Kollam. He has published numerous research papers in peer-reviewed journals, particularly in the field of sustainable banking, and has presented his work at national and international conferences. In addition to his academic pursuits, Sarath Chandran has developed e-learning content and has been invited to record content for online programs. His dedication to advancing knowledge in commerce and finance is complemented by his achievements, including the grant of multiple patents and accolades for his research contributions. His work reflects a commitment to both academic excellence and practical applications in finance.

Dr. N. Santhoshkumar is an Associate Professor and Research Guide at Maruthupandiyar College, Thanjavur, where he also serves as the NSS Coordinator. Renowned for his excellence in research guidance, he has successfully mentored numerous scholars and contributed significantly to academia. Dr. Santhoshkumar has published several research papers in Scopus-indexed and peer-reviewed journals, showcasing his expertise and dedication to advancing knowledge in his field. As an industrial expert, he bridges the gap between academia and industry, enriching his teaching and research with practical insights and fostering innovation in his students.

Dr. B. Sathiyabama is an Assistant Professor and Research Advisor in the Department of Commerce at Government Arts College (Autonomous), Kumbakonam, affiliated with Bharathidasan University, Tiruchirappalli. With extensive expertise in banking and finance, Dr. Sathiyabama has made significant academic contributions through her research papers published in Scopus-indexed and peer-reviewed journals. She is also an active participant in the academic community, having presented research papers at numerous national and international conferences. Known for her dedication to advancing knowledge in the fields of banking and finance, Dr. Sathiyabama has guided numerous students in their research endeavors, helping shape the future of commerce education. Her work is highly regarded for its rigor, insight, and practical implications in the field of financial studies.

This study probes the impact of green banking initiatives on green financing and the influence of Private Commercial Banks on environmental performance in India. It scrutinizes the interplay between green banking activities and environmental performance, with green financing acting as a catalyst. A total of 1,290 responses were gathered from PCBs (Private Commercial Banks) as primary data through the snowball sampling technique, and Smart-PLS software was utilized to examine the structural relationships among the variables. The study's empirical results indicate a positive and significant relationship between green banking activities and the environmental performance of PCBs in India. Additionally, green financing was found to bridge the relationship between green banking activities and the banks' environmental performance. Furthermore, the study found that the expansion of green banking in India brings several benefits, including increasing banks' competitiveness, reducing carbon footprints, and ultimately contributing to sustainable economic growth, which leads to the progress of the nation.

environmental performance, green banking, green finance, smart PLS, sustainable development

Dr. Yun Kyung Cho is currently an Associate Professor of Management at Metropolitan State University of Denver. He completed his Ph.D. at The University of Western Ontario (now Western University). His research areas include e-service taxonomy, e-service resources, and e-service quality and its impact on customer loyalty. His research has been published in many international journals, including Journal of Internet Research, Journal of Retailing and Consumer Services, and Journal of Service Research.

This study finds a rationale behind the use of social media from retailers’ service quality. Investigation of more than 600 internet retailers confirms active use of social media among them. For major three social media, Facebook, YouTube, and Twitter, this study validates the positive relationships between service quality and active use of social media. However, the strength of the relationship is not consistent. It changes by individual social media and the area of service quality. Findings suggest that internet retailers consider their service quality for the use of social media. In addition, different patterns of the focal relationship found in this study advise retailers that they should understand the implications of social media use regarding increased information transparency.

active use of social media, information economics, order procurement, order fulfillment

Mr. VM. Mukesh is a Ph.D. research scholar in commerce, Maruthupandiyar college, Thanjavur, Affiliated to Bharathidasan university, Trichy. His areas of research interest include human resource management, unorganized labors problems, Laboure laws, labors welfare management and marketing.

Dr. N. Santhoshkumar is an Associate Professor and Research Guide at Maruthupandiyar College, Thanjavur, where he also serves as the NSS Coordinator. Renowned for his excellence in research guidance, he has successfully mentored numerous scholars and contributed significantly to academia. Dr. Santhoshkumar has published several research papers in Scopus-indexed and peer-reviewed journals, showcasing his expertise and dedication to advancing knowledge in his field. As an industrial expert, he bridges the gap between academia and industry, enriching his teaching and research with practical insights and fostering innovation in his students.

The article explores the multifaceted impact of Artificial Intelligence (AI) on the unorganized sector, a segment characterized by informal and irregular work arrangements. Acknowledging AI as a beacon of technological progress, the study delves into the historical evolution of AI, the rise of machine learning, and various AI applications in sectors such as healthcare, finance, education, and autonomous vehicles. The unorganized sector, marked by informality, lack of social security, low wages, variable working hours, and limited unionization, faces both challenges and opportunities with AI integration. The challenges include job displacement, skills gaps, and inequality, while the opportunities involve increased efficiency, skill development programs, and entrepreneurial ventures. The role of policymakers is emphasized in implementing inclusive policies that address the unique challenges of the unorganized sector in the AI era. A SWOT analysis provides insights into the strengths, weaknesses, opportunities, and threats associated with AI implementation in the unorganized sector, highlighting the need for a balanced and inclusive approach. The article concludes with actionable suggestions, focusing on skill development, affordability, infrastructure, data privacy, customization, awareness, regulatory frameworks, and inclusive decision-making to navigate the transformative landscape of AI for the benefit of all stakeholders.

artificial intelligence, unorganized sector, challenges, opportunities

Dr. Michael Williams
Editor-in-Chief
Dean, School of Business and Management,
Thomas Edison State University, NJ USA

Dr. Linda Sun
Managing Editor
American scholars press
Kennesaw State University (Part-time Faculty)

Anuj Kumar 
Guest Editor
Bushford Business School, Switzerland
profanuj15@gmail.com

Mr. Amlan Baruah is a Ph.D. research scholar in the Department of Business Administration, Gauhati University, Guwahati, India. His research area lies in the field of Finance, Econometrics and Artificial Intelligence. He has presented papers in various national and international conferences in India and aboard. 

Dr. Banajit Changkakati is presently working as an Associate Professor, Department of Business Administration, Gauhati University. He has over thirteen years of teaching and research experience. His area of research is Quantitative Social Research, Mathematical Economics and Business management topics. He has more than fifteen research publications in Scopus Indexed & other reputed international & national journals of Türkiye, Bangladesh and India. He has participated in six National and International Conferences.

This study investigates the efficacy of logistic regression in conjunction with rule-based algorithms for optimizing stock price prediction by leveraging technical indicators. The methodology entails the application of logistic regression to predict price movement directions and the implementation of a rule-based algorithm to generate buying and selling signals for the ‘ITC’ share of National Stock Exchange of India. Analysis of both in-sample and out-sample data reveals a considerable accuracy of 71.4% and 71.2%, respectively, in forecasting price direction. Notably, the rule-based algorithm outperforms the conventional Buy and Hold Model, yielding a superior return. In summary, our research demonstrates a strategy return of 26.65% over a decade between 2013 and 2022 for 'ITC' shares compared to the buy-and-hold strategy. The robustness of the model is rigorously validated, indicating its congruence with observed data and underscoring the potential of predictive analytics in financial markets. This research contributes to the present literature on predictive modeling in finance and offers practical insights for investors looking to refine their trading strategies.

logistic regression, rule-based algorithms, stock price prediction, technical indicators, financial markets, predictive analytics, trading strategies

Ms. Neha Garg is presently teaching research and finance at BPIT, New Delhi, India. Also, pursuing Ph.D. from Bharati Vidyapeeth (Deemed University) Pune, India. She has completed a B. Com (H.) from Ramjas College, Delhi University and an MBA from IBS, Hyderabad. She has rich banking industry experience of almost 12 years. She has a keen interest in emerging technologies, mainly AI and blockchain in the banking field. She has also written research papers and book chapters which are published in peer-reviewed, UGC care journals, Scopus indexed journals and other journals / books of high repute.

Dr. Neetu Jain is working as an Assistant Professor (Economics) at Bharati Vidyapeeth Institute of management and research. Dr. Jain has done her master’s in economics from Jamia Millia Islamia. She has been awarded her Doctorate in Economics. Dr Jain has more than 15 research papers to her credit which are published in reputed national and international journals including peer reviewed, UGC Care, SCI and Scopus. She has more than 20 years of rich experience in teaching and research.

The main objective of this research paper is to critically evaluate the effects of various AI applications on key financial metrics within banks. Additionally, the study compares the technological adoption of private sector banks with that of public sector banks, focusing on the period from the financial year 2012-2013 to 2021-2022. The analysis includes a detailed examination of the five years preceding (FY 2013-2017) and the five years following (FY 2018-2022) the integration of AI and other emerging technologies in banking operations. The financial robustness of the banks is assessed through five key indicators: profits/revenue, cost and efficiency, asset quality, and business size. A decade-long ratio analysis was performed, and the impact of AI on bank performance was statistically measured using paired t-tests conducted in SPSS and Excel.
The hypothesis testing using paired t-tests revealed that AI applications have significantly influenced HDFC Bank's asset quality, profits/revenue, cost and efficiency, and overall business performance. As a result, in case of HDFC Bank, null hypothesis is rejected. In contrast, for SBI, only the cost and efficiency parameters showed significant improvement. The study concludes that technological advancements have enhanced the growth of banks, which is likely to contribute to overall economic growth.

financial parameters, ratio analysis, artificial intelligence, emerging technologies

Professor Arshiya Khanum, MBA, M.com (Ph.D.) is Assistant professor in commerce at Sindhi College Bangalore and Research scholar of Periyar University Tamil Nadu. I have 12 years of teaching Experience. I have done extensive research in Marketing, Finance and Human Resource Management. I have contributed to various Journals and presentations at Academic conferences also focusing on guiding students and contributing to academic committees. As a professional my focus is often a balance between teaching, Research and contribution to Academic community.

Dr. C. Gomathi, M.com, M., phil., PGDCA., Ph.D. is Associate Professor, Head of the Department of Commerce cum Research head  at Vindya Mandir Arts Commerce and Science college (Autonomous) Periyar university .I have 24 years of teaching experience. My professional focus revolves around advancing knowledge through teaching and conducting research in different areas. I have also mentored students, contributed to academic publications, and engaged in curriculum development.

The mutual fund industry in India is experiencing rapid expansion and is considered one of the fastest-growing sectors within the nation's economy, with significant prospects for sustained long-term development. Over the past decade, mutual funds—including systematic investment plans (SIPs), equity funds, debt funds, and hybrid instruments—have greatly contributed to economic growth in both the corporate sector and among individuals. This study focuses on SIPs, which have emerged as a viable investment strategy for many investors seeking substantial returns while mitigating risk through incremental investments. SIPs facilitate ease, availability, and affordability in saving and investing. They offer several advantages, such as professional management, diversification, liquidity, affordability, convenience, and ease of record-keeping. Additionally, SIPs are subject to stringent government regulation, ensuring complete transparency.

The current study examines various investment-related variables and factors that investors consider when selecting a SIP. Its objective is to assess the level of awareness of SIPs among information technology (IT) employees and investigate the influence of demographic variables on their participation in these investment plans. The study uses primary data from a sample of 112 IT employees in Bangalore, analyzed using SPSS version 25. Findings indicate that while IT employees are aware of SIPs, their understanding of the structural and operational aspects is limited. Factors such as age, income level, and educational attainment significantly influence the decision to invest in SIPs. Furthermore, the level of awareness regarding SIPs has a substantial impact on investment decision-making. There is a clear need to enhance awareness and improve the dissemination of information about SIPs and their potential advantages.

awareness, systematic investment plans (SIP), information technology (IT) employees, investment decision

N Lochumi Lotha is a Research Scholar in the Department of Commerce at Nagaland University, Kohima Campus, Meriema. With an M. Com in Accounting and a B. Com specialization in Management, she has qualified NET in Commerce and is a member of NEICMA. Her research investigates the impact of promotional agencies on the development of MSMEs in Nagaland. She has presented her findings at prominent seminars, including those at B.H. College, Royal Global University, and Manipur University, addressing MSME growth, challenges, and their role in sustainable economic development. Her work contributes valuable insights into the field of commerce and economic development.

Dr. Ratan Kaurinta holds a Master of Commence and Ph.D. in Commerce from Nagaland University and is currently an Associate Professor in the Department of Commerce, Nagaland University, Kohima Campus, Meriema. He has contributed to several peer-reviewed publications, including journal articles, book chapters, and conference papers. His research has been featured in prominent journals such as the European Journal of Business and Management Research, Economic Affairs, and the International Journal of Indian Culture and Business Management. With two decades of experience in teaching, training, research, and consultancy, his primary areas of interest encompass Entrepreneurship Development, Human Resource Management, Accounting Information, and E-Commerce.

Micro, Small, and Medium Enterprises (MSMEs) play a pivotal role in the socio-economic landscape of Nagaland, contributing significantly to employment generation, income generation, and overall economic growth. This abstract provides a succinct overview of the MSME sector in Nagaland, highlighting its characteristics, challenges, and prospects. Nagaland, nestled in northeastern India, boasts a diverse MSME ecosystem comprising various sectors such as handicrafts, handlooms, tourism, agriculture, and horticulture. These enterprises, often characterized by their small scale of operation and localized nature, form the backbone of the state's economy, particularly in rural areas, where they contribute to livelihood sustenance and poverty alleviation. Despite their importance, Nagaland's MSMEs encounter numerous challenges, including inadequate access to finance, lack of modern technology and infrastructure, limited market linkages, regulatory hurdles, and skilled labor shortages. However, amidst these challenges lie significant opportunities.

The rich cultural heritage of Nagaland provides a unique selling proposition for its handicrafts and handloom products, attracting tourists and enthusiasts alike. The state government, various developmental agencies, and financial institutions have also initiated schemes and programs to promote MSME development, providing financial assistance, skill development training, and market linkages. The state and central governments have implemented supportive measures to bolster the MSME ecosystem. Financial aid initiatives like the Prime Minister's Employment Generation Program (PMEGP) aim to empower aspiring entrepreneurs, while skill development schemes seek to enhance the workforce's capabilities. Furthermore, infrastructure development projects and initiatives facilitating market linkages are underway to alleviate logistical constraints and broaden market access for MSME products. Thus, this paper provides a comprehensive overview of the MSME sector in Nagaland, examining its role, growth, challenges, and prospects.

Nagaland, MSMEs, challenges, opportunities, finance, infrastructure, regulatory hurdles

Ms. Preeti Gill is a dedicated research scholar in the Department of Commerce, Kurukshetra University Kurukshetra. She has presented her work at both national and international seminars, demonstrating her expertise in her field. Her research focuses on significant topics such as women's financial decision-making, reflecting a commitment to advancing understanding in commerce. Preeti has qualified the National Eligibility Test (NET) four times and holds the prestigious Senior Research Fellowship (SRF), further solidifying her academic credentials. Her contributions to scholarly discussions continue to grow, making her a promising figure in the field of commerce and finance.

Dr. Subhash Chand is a distinguished professor in the Department of Commerce at Kurukshetra University, Kurukshetra. He holds an M.Com. and Ph.D. and specializes in research areas such as Accounting & Finance, Taxation, Banking and Taxation, as well as WTO and Agricultural Marketing. Prof. Chand has published numerous papers in reputed journals, including those indexed in Scopus and UGC Care. His contributions have also been showcased at various national and international seminars, reflecting his academic excellence and dedication to advancing knowledge in commerce and finance.

To comprehend the influence of FinTech on “financial inclusion” and sustainable development, this research looks into the determinants that affect working women in Haryana, India, when they adopt the technology. The study uses a broader version of the UTAUT2 paradigm to examine the association between “Behavioral Intention toward FinTech Adoption (BIFA)” and “Performance Expectancy (PE)”, “Effort Expectancy (EE)”, “Social Influence (SI)”, and “Facilitating Conditions (FC)”. Furthermore, the research investigates how BIFA mediates the connection between Financial Inclusion through Actual Usage (FIAU) and its subsequent effect on Sustainable Development (SD). The research employed convenience sampling, gathering data from 507 working women. A standardized questionnaire was used to collect responses, and for data analysis PLS-SEM was used. The results show that PE, EE, SI, and FC have a notable impact on BIFA, which in turn positively impacts FIAU. Furthermore, FIAU was observed to significantly contribute to SD, stressing the role that fintech plays in reaching SDGs.

This study underscores the significance of comprehending the elements that influence FinTech adoption among working women, offering crucial insights for decision-makers, financial organizations, and tech innovators. By identifying and overcoming obstacles and enhancing enabling factors, tailored strategies can be crafted to economically empower women and advance gender equality. The research also addresses key gaps in existing literature by extending the UTAUT2 framework and elucidating the intricate relationships among these variables. The results support the creation of FinTech system specifically designed to meet the needs of working women, thereby promoting greater financial inclusion and contributing to socio-economic progress and sustainability.

sustainable development, fintech, financial inclusion, UTAUT2, behavioral intention

Ms. Balquees Muneer, M. Com, PGDBA is an insurance administrator in Global Financial Services, Auckland, New Zealand. She has 11.5 years’ experience as Assistant Professor for Commerce in Mount Carmel College, Autonomous during which time papers were submitted in the field of Finance and Management. Currently she has more than 3 years in the insurance industry in New Zealand which includes Pet insurance, travel insurance and life insurance.

Ms. Rajani Mariam K Korah is an Assistant professor at Mount Carmel College in Bengaluru. She has a M.Com. and a M.Phil. and has worked in various community service activities including leading the institutional social responsibility cell as a welfare officer, an IQAC member, and currently as an International Programs Coordinator. She has attended and organized several conferences, and this topic for the research paper has piqued my attention. Currently coordinating the International Programs at Mount Carmel College.

Dr. Rajani H Pillai, M.COM, PGDHRM, M. PHIL, MBA, (Ph. D) is an Associate Professor in School of Commerce and Program Coordinator for B. Com Strategic Finance at Mount Carmel College, Autonomous, Bengaluru. She has 16 years of teaching experience. She has done extensive research in HR, Marketing, Entrepreneurship and Banking. She has authored textbooks on HRM, HRD, Management and Behavior Process and Entrepreneurship. 

Dr. Roopa Adarsh is an accomplished Associate Professor in the Department of Economics at Mount Carmel College, Bangalore. With over 13 years of experience teaching undergraduate students and more than 7 years teaching postgraduates. Dr Adarsh is a prolific researcher, with her work published in both national and international publications, including renowned platforms like Springer. Her editorial role as an Associate Editor for published books underscores her commitment to advancing knowledge in her field. 

Mr. Animesh Saha is currently a Ph.D. Research Scholar in the Department of Commerce, Assam University, Silchar-788011, Assam. His area of interest includes financial inclusion, sustainable developments, Entrepreneurship, financial management and modern accounting.

Online shopping and social networking have seen meteoric rises in popularity in the last several years. The importance of these digital marketing tools in facilitating human engagement has been widely acknowledged. Social media and online marketplaces like Flipkart, Amazon, Facebook, Instagram, and LinkedIn are becoming more commonplace. Changes in consumer behavior are being driven by shifting consumer sentiments. People of all ages are shifting their views on a wide range of products and services. Customers' engagement with e-commerce, social media, and other forms of online networking has skyrocketed as a result. Individuals are increasingly moving away from conventional buying habits.

It is possible to influence online consumers' attitudes and views by advertising products and services on social networking sites. To better understand descriptive research, consider the following example. Thus, the questionnaire was built by adapting questions from previous studies and using a Likert scale format. One was to indicate significant disagreement and five was to indicate strong agreement on the scale. In order to determine if the surveys' scales were valid and reliable, criterion validity was used. Using a convenience sample technique, we gathered data from 290 smartphone users based in Bangalore city. To investigate the connection between online shopping, social media advertising, and customer spending habits, the research team used the AMOS program in conjunction with a structural equation model.

The way companies market their products and services through social networking sites and e-commerce platforms may affect how online customers feel and think. Contemporary marketers must consider e-retailing and social media's role as a marketing tool, the influence they have on online customer behavior, and how they are used in the selection process. According to the results of this study, e-commerce and social media marketing factors significantly influenced online shoppers' choices, especially those who purchased smartphones.

e-retailing, social media marketing, online consumer buying behavior, smart phones