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

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

Published: 2026-05-01

Table of Contents

Table of Contents
- ToC

Message from Editor-in-Chief

From the Desk of the Editor-in-Chief

i
- MCED

Message from Managing Editors

Message from Managing Editor

1-4
- MME

Message from Associate Handling Editor

Message from Associate Handling Editors

5
- MAHE

Message from Assistant Handling Editor

Message from Assistant Handling Editor

6
- MAHE

Empirical Research Papers

Consumer Preferences in Indian E-Commerce: Implications for Advertisers

Padmini Jain (Author)

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 (Author)

16-23
- ERP 2

Theme Based Papers

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

Rajbala Simon, Laxmi Ahuja, Puja Chauhan, Uday Munshani (Author)

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

K Sucharita Khuntia (Author)

32-39
- TBP 2

View Point

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 (Author)

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

Laxmi Ahuja, Rajbala Simon, Zia Kalra (Author)

48-54
- VP 2

Review of Literature

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

Kanishk Koushik, Madhulika P. Sarkar (Author)

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

Sakshi, Nawal Kishor (Author)

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

Stutty Srivastava (Author)

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

Himani Choudhery, Kesharwani (Author)

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

Parveen, Subodh Kesharwani, Aditya Prakash, J. D. Gangwar (Author)

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

Ritu, Madhulika P. Sarkar (Author)

100-107
- RoL 6

Research Thought

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

Anchal Gulia, Leena Singh (Author)

108-113
- RT 1