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Vol. 16 No. 2 (2024): Volume 16 Issue 2 Apr - Jun 2024

Volume 16 Issue 2 Apr - Jun 2024

Published: 2024-11-26

Table of Contents

Table of Contents
- TOC

Message from Chief Editor Desk

Message from Chief Editor Desk

i
- MCED

Message from Managing Editor

Message from Managing Editor

1-4
- MME

Message from Associate Handling Editor

Message from Associate Handling Editors

5
- MAHE

Message from Assistant Handling Editors

Message from Assistant Handling Editors

6
- MAHE

Empirical Research Papers

Consumer Preferences in Indian E-Commerce: Implications for Advertisers

Padmini Jain

7-15
- ERP 1
A Study on Investor’s Attitude and Preference towards Mutual Fund Investments with Reference to Tuticorin City

Karuppasamy Ramanathan, Geetha. M, Chalce Dony E

16-23
- ERP 2

Theme Based Papers (TBP)

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

Rajbala Simon, Laxmi Ahuja, Puja Chauhan, Uday Munshani

24-31
- TBP 1
Monetary Transmission Mechanism and the Role of Transmission Channels

K Sucharita Khuntia

32-39
- TBP 2

View Point (VP)

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

Puja Chauhan, Rajesh Kumar Yadav, Ria Simon

40-47
- VP 1
Sentiment Analysis Unveiled: Comparative Insights into Machine Learning Techniques Optimized by PSO and ACO

Laxmi Ahuja, Rajbala Simon, Zia Kalra

48-54
- VP 2

Review of Literature (RoL)

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

Kanishk Koushik, Madhulika P. Sarkar

55-62
- ROL 1
Brand Preferences Insights: A Literature Review on Foreign and Domestic Brand Appeal

Sakshi, Nawal Kishor

63-69
- ROL 2
Unveiling Trends and Insights: A Bibliometric Analysis of AI in Human Resource Management

Stutty Srivastava

70-82
- ROL 3
The Role of AR and VR in Shaping E-Commerce: A Literature Review

Himani Choudhery, Subodh Kesharwani

83-90
- ROL 4
Robo-Advisors: Automated Algorithm-Driven Wealth Management Services - A Literature Review

Parveen, Subodh Kesharwani, Aditya Prakash, J. D. Gangwar

91-99
- ROL 5
Global Adoption and Impact of Over-the-Top Streaming Services: A Literature Review

Ritu, Madhulika P. Sarkar

100-107
- ROL 6

Research Thought (RT)

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

Anchal Gulia, Leena Singh

108-113
- RT 1