Global Journal of Enterprise Information System

Editor in Chief — 2024-11-26

Volume 16 Issue 2 Apr - Jun 2024

Message from Chief Editor Desk

Editor in Chief — 2024-11-26

Volume 16 Issue 2 Apr - Jun 2024

Message from Managing Editor

Editor in Chief — 2024-11-26

Volume 16 Issue 2 Apr - Jun 2024

Message from Associate Handling Editors

Editor in Chief — 2024-11-26

Volume 16 Issue 2 Apr - Jun 2024

Message from Assistant Handling Editors

Editor in Chief — 2024-11-26

Volume 16 Issue 2 Apr - Jun 2024

Consumer Preferences in Indian E-Commerce: Implications for Advertisers

Padmini Jain — 2024-11-26

Purpose: This study explores the online shopping behavior and preferences of Indian consumers, aiming to provide actionable insights for advertisers. It focuses on how demographic factors such as age, gender, and socio-economic status influence online shopping decisions and the implications for digital marketing strategies.

Design/Methodology/Approach: The research adopts a mixed-method approach, utilizing both surveys and interviews. Quantitative data is collected through structured questionnaires, while qualitative insights are gathered from semi-structured interviews. The study examines variables such as convenience, pricing, product quality, and trust in e-commerce platforms.

Findings: The results reveal that income and working conditions significantly impact online shopping preferences, while age shows minimal influence. Gender differences are observed in product preferences, but overall shopping habits are similar between men and women. Major barriers to online shopping include concerns about after-sales services and skepticism towards the reliability of online platforms.

Originality/Value: This research contributes to the limited literature on how Indian consumers’ online shopping preferences vary across different demographic groups. It offers valuable insights for advertisers aiming to refine their online marketing strategies, focusing on enhancing customer trust and satisfaction.

Paper Type: Empirical Research Paper

A Study on Investor’s Attitude and Preference towards Mutual Fund Investments with Reference to Tuticorin City

Karuppasamy Ramanathan — 2024-11-26

Purpose: This study examines the growth, investment patterns, and challenges faced by mutual fund investors in Tuticorin, India. The primary objective is to analyze the reasons driving mutual fund investments and identify the key problems investors encounter.

Design/Methodology/Approach: The research employs a survey methodology, using a sample of 340 investors selected through systematic random sampling. Data were collected using a well-structured questionnaire and analyzed using statistical tools such as percentage analysis, and correlation analysis

Findings: Study found middle-income individuals are increasingly drawn to mutual funds due to their perceived advantages of steady returns, lower risk, and flexibility. Gender and education significantly influence investment choices, with educated individuals showing a preference for mutual funds. The study also reveals that government employees and private sector workers dominate mutual fund investments, with most investors earning over INR 40,000 per month. While mutual funds offer attractive opportunities, investors face challenges such as high fees, market volatility, and lack of diversification.

Originality: The originality of this research lies in its focus on the Tuticorin region, providing insights into the unique factors driving mutual fund investments in a port city with a diverse economic landscape. The findings highlight the importance of investor education and enhanced regulatory measures to address market risks and malpractices, ensuring better outcomes for investors.

Paper Type: Empirical Research Paper

Beyond the Surface: Deep Dive into Fraud Detection Technologies and Strategies for Robust Application Security

Rajbala Simon — 2024-11-26

Purpose: With the increasing use of mobile applications and the rise in fraudulent activities, this study examines the importance of effective fraud detection software. It highlights the need for a multi-layered approach to effectively identify and mitigate fraudulent apps.

Design/Methodology/Approach: The detection software employs static and dynamic analysis techniques. Using advanced tools, static analysis examines the app’s codebase for vulnerabilities, insecure coding practices, and potential backdoors. Dynamic analysis involves executing the app in a controlled environment to observe its operations and detect unauthorized data access or suspicious network activity. Additionally, the software incorporates analysis of usage patterns to identify deviations from typical patterns and uses signature-based detection to compare app functions with known fraud patterns. Machine learning algorithms further improve detection accuracy by learning from new threats and adapting to emerging fraud techniques. Alerts and actionable insights allow for prompt responses to potential risks. Cloud-based analytics aggregate data from various sources to enhance overall detection capability and response time. The software is also designed to be compatible with different mobile operating systems and app environments.

Findings: The multi-layered approach effectively tackles both existing and new threats. By integrating static and dynamic analyses with pattern-based detection and machine learning, the software supports a secure mobile ecosystem, protecting user data and ensuring app integrity.

Originality/Value: This comprehensive fraud detection strategy offers a robust solution by combining various analysis techniques and adapting to evolving threats. It provides developers and users with effective tools to manage potential risks and maintain a secure mobile environment.

Paper Type: Theme Based Paper

Monetary Transmission Mechanism and the Role of Transmission Channels

K Sucharita Khuntia — 2024-11-26

Purpose: The study seeks to discuss the transmission mechanism of monetary policy, the role and functioning of various transmission channels and factors affecting the transmission process. Additionally, the paper attempts to study the transmission of monetary policy signals in India following the introduction of EBLR system.

Design/Methodology/Approach: The paper discusses transmission mechanism, the key transmission channels and their effects on different sectors and different variables based on the available literature. In addition, the paper discusses the monetary transmission in India, under the EBLR regime, by analysing the secondary data collected from the RBI reports.

Findings: Monetary transmission process and key channels of transmission are discussed in detail. While interest channel affects output growth and prices through its impact on investment and consumer expenditure, credit channel does so by affecting balance sheet of the banks and net worth of firms. Monetary signals are transmitted to asset market affecting investment and growth through asset price channel while exchange rate channel influences output and prices via effects on net exports and import prices. In India interest rate channel is proved to be the most effective channel of transmission. Monetary transmission has improved following the adoption of the EBLR system.

Originality/Value: With changing financial structure, macro-economic conditions, increasing liberalization and economic integration, monetary transmission mechanism is constantly evolving across countries. In this context, the paper would be useful to study the operation and relative importance of different transmission channels in the ever-changing financial landscape. Additionally, the paper would provide insights into the transmission process under the EBLR regime in India.

Paper Type: Theme Based Paper

Decoding AI’s Impact on the Workforce: A Comprehensive Analysis of Opportunities, Challenges, and Strategic Adaptations in Job Markets

Puja Chauhan — 2024-11-26

Purpose: This study investigates the evolving dynamics of the job market in response to technological advancements, particularly the rise of artificial intelligence (AI) and automation. It aims to identify the opportunities and challenges these changes present for workers and employers.

Design/Methodology/Approach: A comprehensive review of recent literature, combined with quantitative data analysis, assessed trends in job creation, displacement, and skill requirements across various sectors.

Findings: The findings reveal that while AI and automation are driving the creation of new job roles, particularly in technology, healthcare, and data analysis they also pose significant displacement risks in traditional industries such as manufacturing and retail. Moreover, the study highlights a growing skills gap, necessitating targeted reskilling and upskilling initiatives.

Originality/Value: This research provides valuable insights into the future of work, emphasizing the need for adaptive strategies from policymakers, businesses, and educational institutions to navigate the complexities of the modern job market effectively.

Paper Type: View Point

Sentiment Analysis Unveiled: Comparative Insights into Machine Learning Techniques Optimized by PSO and ACO

Laxmi Ahuja — 2024-11-26

Purpose: This paper contributes to sentiment analysis for customer reviews, focusing on analyzing records from a variety of tweets, which are often unstructured and can be positive, negative, or neutral.

Design/Methodology/Approach: To accomplish this, we started by organizing the data, extracting important adjectives as features, choosing how to represent these features, and using various machine learning algorithms like Naive Bayes, Maximum Entropy, and SVM. We also utilized semantic orientation based on WordNet to extract synonyms and similarities for textual features.

Findings: The study evaluates the classifier’s performance in terms of recall, precision, accuracy and F1-score.

Originality/Value: The paper’s value lies in its contribution to sentiment analysis for customer reviews, utilizing a variety of tweets and applying machine learning algorithms along with semantic orientation based on WordNet.

Paper Type: View Point

Exploring the Dynamics of Cause-Related Marketing: Insights from Literature

Kanishk Koushik — 2024-11-26

Purpose: In the present time, companies have adopted cause-related marketing (CRM) as a prominent strategy to align their commercial objectives with social causes. CRM is a mutually beneficial arrangement for the company, cause, and customer. CRM is one of the method used to communicate corporate social responsibility (CSR). The present study does literature review on CRM over past 7 years.

Design/Methodology/Approach: This investigation utilised secondary data to examine the trends and outcomes of CRM from year 2017 to 2024. The Scopus database, which provides an exhaustive compilation of peer-reviewed literature, was used to acquire the data. The research aims to analyse the existing data sets in order to quantify the impact of various CRM initiatives, identify patterns, and understand the ways in which various factors have influenced the success of these campaigns over the specified period.

Findings: The research discloses many important findings regarding CRM. The review identifies a number of prominent theories that are employed in CRM research, such as the Elaboration Likelihood Model (ELM), social identity theory, theory of planned behaviour, and attribution theory. Altruism, skepticism, product type, donation, brand-cause fit, cause involvement, and cause-type are the primary variables that CRM literature examines. These results emphasise the significance of CRM as a strategy that is derived from CSR and emphasise the necessity of additional research in a variety of sectors and theoretical frameworks.

Originality: This research makes a substantial contribution to the current corpus of knowledge by providing a comprehensive and focused review of CRM. The reliability and credibility of the findings are improved by conducting a literature review of authoritative sources. The results of the investigation highlight the direction of future research.

Paper Type: Review of Literature

Brand Preferences Insights: A Literature Review on Foreign and Domestic Brand Appeal

Sakshi — 2024-11-26

Purpose: Brand preference is the desire to purchase a good or service even if other good or service is at same price with similar features. Globalisation has opened new markets for foreign brands along with communication and transportation advancements. Now consumers are having options to choose from foreign as well as domestic brands. In today’s era, brand preference is one of the most important aspects of consumer behaviour. This study does literature review on brand preference.

Design/Methodology/Approach: The pattern and outcome of brand preference from the last 16 years, 2008-2024, has been used in the current study as secondary data. Data was sourced from Scopus—a large library of peer-reviewed literature. The research aims to explore the studies related to foreign brand and domestic brand and to identify the prominent factors affecting consumer brand preference.

Findings: Research identifies various theories existing in the literature but the most used theories among them are theory of planned behaviour and theory of reasoned action. Advertisement, brand image, brand loyalty, price satisfaction, service value attributes, and self-brand congruity will all play an important role in shaping brand preference. Cosmopolitanism is the key factor for consumer preference towards foreign brands and ethnocentrism is the key influencing factor for domestic ones.

Originality: This work contributes much to the literature on brand preference and adds to the existing body of literature. The literature review from quality sources gives the results more reliability and credibility. From the findings, one can realize the direction that future research should take.

Paper Type: Review of Literature

Unveiling Trends and Insights: A Bibliometric Analysis of AI in Human Resource Management

Stutty Srivastava — 2024-11-26

Purpose: This paper aims to provide an in-depth bibliometric analysis of the application of Artificial Intelligence (AI) in Human Resource Management (HRM), focusing on identifying emerging trends, core themes, and potential future research directions in the field.

Design/Methodology/Approach: The study analyzes a large corpus of academic publications sourced from the Web of Science database. It identifies the most influential works, authors, journals, and collaborative networks, mapping the intellectual structure and evolution of AI in HRM.

Findings: The analysis reveals a significant increase in research interest in AI-driven HRM practices in recent years, underscoring the growing recognition of AI’s role in enhancing HRM. Additionally, the study highlights the geographical distribution of research and the interdisciplinary nature of AI in HRM.

Originality/Value: This bibliometric analysis offers valuable insights into the current landscape and future prospects of AI in HRM, providing researchers, practitioners, and policymakers with a comprehensive understanding of key developments and future research priorities.

Paper Type: Review of Literature

The Role of AR and VR in Shaping E-Commerce: A Literature Review

Himani Choudhery — 2024-11-26

Purpose: Augmented Reality (AR) and Virtual Reality (VR) has a potential to transform the e-commerce sector by offering immersive, interactive, and tailored buying experiences. This study attempts to investigate the current literature to explore the influence of AR and VR technologies on customer engagement and behaviour in e-commerce, as well as the prospective developments of AR and VR in transforming the e-commerce sector. The paper examines many academic and industrial sources that highlight the increasing significance of AR and VR in e-commerce, its primary uses, the obstacles they encounter, and their prospects for further advancement.

Design / Methodology / Approach: A literature review of academic articles, industry reports, and case studies published in the last 7 years was conducted to assess the role of AR and VR in e-commerce. The sources were retrieved from academic databases such as Google Scholar, Scopus, IEEE Xplore, and industry reports. The keywords used for search include terms such as “AR and VR in E-Commerce,” “AR in e-commerce,” “VR shopping experience,” “virtual retail,” “E-Commerce and VR,” and “immersive technologies used in online shopping.”

Findings: The study reveals significant conclusions about upcoming technologies like AR and VR in relation to e-commerce. The analysis concludes that augmented reality (AR) and virtual reality (VR) enhance consumer involvement in retail, particularly within the fashion sector, resulting in enhanced customer interaction, experiences, and satisfaction. Findings also suggest that AR and VR positively influence purchase decisions, and retail firms should merge virtual and physical commerce channels. These findings underscore the importance of augmented reality and virtual reality technologies as catalysts that improve the operations of the E-commerce business.

Originality: This study significantly contributes to the literature on AR, VR and e-commerce, hence adding to the current body of knowledge. The literature review from verified sources enhances the trustworthiness and credibility of the findings. The results indicate the path for further study.

Paper Type: Review of Literature

Robo-Advisors: Automated Algorithm-Driven Wealth Management Services - A Literature Review

Parveen — 2024-11-26

Purpose: Robo-advisors have transformed personal finance management by offering automated, algorithm-driven financial advice to retail investors. Advances in technology and AI have made these services increasingly popular. This study reviews the literature on the adoption and impact of robo-advisory services, exploring how they influence investor behavior.

Design/Methodology/Approach: This study analyzes the adoption of robo-advisors from 2008 to 2024 by examining secondary data gathered mainly from Google Scholar, along with a selection of papers from Scopus. The focus is on uncovering the key factors that influence investor preferences and evaluating the effectiveness of these automated investment platforms.

Findings: Several factors influence robo-advisory performance, including asset allocation, portfolio management, and rebalancing strategies. Adoption is driven by demographics such as millennials, financial literacy, and trust in technology. Investors with lower risk tolerance and shorter investment horizons, particularly women and older individuals, favor sustainable investments. While AI enhances service personalization, regulatory frameworks remain inadequate, especially regarding risk management. In India, robo-advisors attract younger, male investors, with increased platform use during market volatility. Sustainable and ethical investing is gaining popularity among younger, cost-conscious users. Future research should address regulatory issues, explainable AI (XAI), and anti-money laundering measures in robo-advisory services.

Originality: This study contributes to the literature on robo-advisory by analyzing adoption factors, performance metrics, and investor preferences. It highlights key gaps in current research, especially in regulatory and technological areas, offering a roadmap for future studies.

Paper Type: Review of Literature

Global Adoption and Impact of Over-the-Top Streaming Services: A Literature Review

Ritu — 2024-11-26

Purpose: Over the top (OTT) is an online content live streaming service that offers different types of media contents, such as movies and broadcasting programs through the internet, and enables users to watch content through various digital devices such as TV, smartphones, tablets, and PC. with one account beyond the set-top boxes connected to TV. It has totally transformed the way of content consumption around the globe. The present study performed a literature review on OTT live streaming services.

Design/Methodology/Approach: The investigation utilised secondary data to explore the present study, investigate the trends, explore the adoption of over-the-top live streaming services at the global level, and impact of emergence of over-the-top platforms on traditional media. The Scopus database was used to locate the data.

Findings: The study result indicates that perceived ease of use, perceived usefulness, attitude, facilitating conditions, content specific, native select, and volume for money are the most essential factors leading users to adopt live streaming services. The emergence of OTT services lead to a fall in the number of cable TV subscribers and decrease in the number of small companies offering the service. Many studies on OTT platforms conducted in developed countries specially in Korea and South Korea, Taiwan, China, USA and UK. Also, the primary theories utilized in the context of OTT live streaming services are technology acceptance theory, and uses and gratifications theory. The extensive literature also revealed the necessity to conduct studies on OTT live streaming services context.

Originality/Value: The study investigates the trends, explores the adoption of over-the-top live streaming services at global level and impact of emergence of over-the-top platforms on traditional media apart from substantial contribution to the existing knowledge on OTT services context by performing extensive and in-depth literature review. Also, review of literature provides directions for further research.

Paper Type: Review of Literature

A Bibliometric Analysis of the Usage of ‘Meta-UTAUT’: An Emerging IS/IT Acceptance Theory

Anchal Gulia — 2024-11-26

Purpose: The aim of the study is to understand and explore the bibliometric characteristics of the emerging technology acceptance theory “Meta-UTAUT”.

Design/Methodology/Approach: This study has utilized Bibliometrics approach. Using the international database Scopus, articles were retrieved on “Meta-UTAUT” which were published between 2019 (its inception) and 2024. A total of 23 papers were found in the Scopus and these were used for analysis. Key concepts, such as years, countries, subject areas, authors and paper citations were analysed using MS-Excel and VOSviewer.

Findings: Out of all the papers, most have been published in the year 2022 and in the countries of UK & India. Very few authors have been repeatedly contributing to “Meta-UTAUT” research and one paper has shown significant citations as compared to other papers. Computer Sciences and Business, Management and Accounting have come at the top in the subject areas. This study shows that the “Meta-UTAUT” is an important theory that is being used very scarcely. So, researchers can fill this theoretical gap in their subsequent research initiatives.

Originality: As per researcher’s knowledge, no study has tried to understand how “Meta-UTAUT” research is evolving since its inception. So, the study has tried to fill that gap as “Meta-UTAUT” presents a very interesting improvement in previous technology acceptance theories.

Paper Type: Research Thought

Global Journal of Enterprise Information System

Table of Contents

Message from Chief Editor Desk

Message from Managing Editor

Message from Associate Handling Editors

Message from Assistant Handling Editors

Consumer Preferences in Indian E-Commerce: Implications for Advertisers

A Study on Investor’s Attitude and Preference towards Mutual Fund Investments with Reference to Tuticorin City

Beyond the Surface: Deep Dive into Fraud Detection Technologies and Strategies for Robust Application Security

Monetary Transmission Mechanism and the Role of Transmission Channels

Decoding AI’s Impact on the Workforce: A Comprehensive Analysis of Opportunities, Challenges, and Strategic Adaptations in Job Markets

Sentiment Analysis Unveiled: Comparative Insights into Machine Learning Techniques Optimized by PSO and ACO

Exploring the Dynamics of Cause-Related Marketing: Insights from Literature

Brand Preferences Insights: A Literature Review on Foreign and Domestic Brand Appeal

Unveiling Trends and Insights: A Bibliometric Analysis of AI in Human Resource Management

The Role of AR and VR in Shaping E-Commerce: A Literature Review

Robo-Advisors: Automated Algorithm-Driven Wealth Management Services - A Literature Review

Global Adoption and Impact of Over-the-Top Streaming Services: A Literature Review

A Bibliometric Analysis of the Usage of ‘Meta-UTAUT’: An Emerging IS/IT Acceptance Theory