220
20
16481
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Dublin Core
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Title
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Faculty Publications
Book Chapter
Faculty Publications- Book Chapter
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Irfan, Mohammad; Soni, Samiksha; Evangeline, Ida; Kumar, Alok; Hooda, Jayant
Title
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Crafting Loyalty in the Age of Personalization: A Strategic Inquiry Into Customization and Consumer Commitment
Date
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01-01-2026
Source
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Modern Consumer Behavior at the Intersection of AI and Social Media;pp.225-252
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<a href="https://doi.org/10.4018/979-8-3373-2747-1.ch009" target="_blank" rel="noreferrer noopener">https://doi.org/10.4018/979-8-3373-2747-1.ch009</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105031201234?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105031201234?origin=resultslist</a>
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Irfan M., Chandigarh University, Unnao, India; Soni S., Christ University, India; Evangeline I., Government College of Engineering, Tirunelveli, India; Kumar A., Chandigarh University, Unnao, India; Hooda J., GLA University, Mathura, India
Description
An account of the resource
In the fast-paced environment of the digital marketplace, customization and personalization have come to the forefront as the key drivers of consumer loyalty. Through data-driven approaches, brands can offer personalized experiences aligned with individual tastes, thus enhancing customer satisfaction and engagement. This research explores the influence of personalized and customized marketing initiatives on consumer loyalty, such as adaptive user interfaces, targeted email, and customized product offerings. With consumer expectations further enhancing themselves in terms of meaningful and relevant interactions, it is critical to explore the effectiveness of these approaches in driving long-term brand success. A quantitative approach will be utilized through a structured Google Form survey of more than 385 participants, including digital consumers and marketers. Correlation and regression will be used to explore the influence of personalization and customization on loyalty metrics such as repeat purchase, emotional brand attachment, and advocacy. 2026 by IGI Global Scientific Publishing. All rights reserved.
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IGI Global
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ISBN: 979-833732749-5; 979-833732747-1;
Language
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English
Type
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Book chapter
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Restricted Access; Hardcopy may be available in the library
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Dublin Core
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Title
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Articles
Article
Faculty Publications -Articles
Dublin Core
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Title
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Creating a Logic Divider Based on BCD and Utilizing the Vedic Direct Flag Method
Subject
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Direct Flag Vedic Division Process; Reversible Gate technique; RSA Cryptographic
Description
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Reversible logic has potential for a variety of applications demanding low energy usage since it prevents information loss and energy waste. The purpose of this work is to design a new Vedic divider circuit with reversible gates. Efficiency in quantum and ASIC parameters is demonstrated by the Reversible Direct Flag Vedic Division Method (RDFVDM), which has been devised. Block-level reversible gates are used in the RDFVDM to provide benefits including lower quantum costs and less trash outputs. The performance of Cadence EDA Tool is validated by simulation trials. Based on a comparative examination utilizing current methodologies, RDFVDM performs better than comparable designs. Interestingly, it improves energy usage by 26%. Moreover, RDFVDM performs exceptionally well in terms of quantum cost while employing the RSA cryptographic technique, efficiently managing 1276,293 constant inputs and 311 garbage outputs. 2024 by the Perumal B, Balamanikandan A, Arunraja A, Venkatachalam K, Shaik Rahamtula, Dhanalakshmi M.
Creator
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Perumal B.; Balamanikandan A.; Arunraja A.; Venkatachalam K.; Rahamtula S.; Dhanalakshmi M.
Source
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International Journal of Electrical and Electronics Research, Vol-12, No. 3, pp. 896-904.
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Forex Publication
Date
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2024-01-01
Identifier
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<a href="https://doi.org/10.37391/ijeer.120321" target="_blank" rel="noreferrer noopener">https://doi.org/10.37391/ijeer.120321</a>
<br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85202162511&doi=10.37391%2Fijeer.120321&partnerID=40&md5=3772a4de8df5f32bb483402ccfac6def" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85202162511&doi=10.37391%2fijeer.120321&partnerID=40&md5=3772a4de8df5f32bb483402ccfac6def</a>
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All Open Access; Hybrid Gold Open Access
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A related resource
ISSN: 2347470X
Format
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Online
Language
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English
Type
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Article
Coverage
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Perumal B., Adhiyamaan college of engineering, Hosur, India; Balamanikandan A., Mohan Babu University (Erstwhile SreeVidyanikethan Engineering College), Tirupati, India; Arunraja A., Christ University, Bangaluru, India; Venkatachalam K., Audisankara college of engineering and technology, Gudur, India; Rahamtula S., Ramireddy Subbarami Reddy (RSR) Engineering College, Kavali, India; Dhanalakshmi M., Selvam College of Technology, Namakkal, India
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Dublin Core
The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/.
Title
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Book Chapter
Book Chapter
Faculty Publications- Book Chapter
Dublin Core
The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/.
Title
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Creating a positive school culture through new educational practices
Description
An account of the resource
There is an increase in rates of depression and anxiety globally. Schools have moved from a traditional approach of learning and teaching to contemporary forms which includes technology. New revolution has taken place in the world of schooling, with the entry of positive education. Positive education is the application of principles in positive psychology to schooling to enhance the well-being of students and schools. The objective of this review-based chapter is to bring to light the use of various strategies of positive education in classrooms, for middle school students, in order to create a positive learning environment. An evidence-based learning approach is used in this chapter. This chapter address issues and concerns regarding the challenges in applying the strategies of positive education. The main aim of creating a positive school culture in middle school is to enhance the happiness and well-being of students The chapter brings out the need for positive education in the current generation and discusses the implications of the further scope of positive education in India. 2021, IGI Global.
Creator
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Paul R.; Kumar P. K.P.
Source
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Promoting Positive Learning Experiences in Middle School Education, pp. 149-166.
Publisher
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IGI Global
Date
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2021-01-01
Identifier
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<a href="https://doi.org/10.4018/978-1-7998-7057-9.ch008" target="_blank" rel="noreferrer noopener">https://doi.org/10.4018/978-1-7998-7057-9.ch008</a>
<br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85131841310&doi=10.4018%2F978-1-7998-7057-9.ch008&partnerID=40&md5=a78eb014e5c7c6876813f4cddb0fee06" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85131841310&doi=10.4018%2f978-1-7998-7057-9.ch008&partnerID=40&md5=a78eb014e5c7c6876813f4cddb0fee06</a>
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Restricted Access
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ISBN: 978-179987067-8; 978-179987057-9
Format
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Online
Language
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English
Type
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Book chapter
Coverage
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Paul R., Christ University (Deemed), India; Kumar P. K.P., Department of Psychology, CHRIST (Deemed to be University), Bengaluru, India
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Dublin Core
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Title
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Articles
Article
Faculty Publications -Articles
Dublin Core
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Title
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Creating a sustainable future: insights into brand marketing in the luxury fashion industry
Subject
The topic of the resource
attitude; Brand Management; branding; Consumer Behaviour; fashion industry; luxury; Marketing; purchase intention; Relationship Marketing; Sales; Sharma Nitika, International Management InstituteNew Delhi, India; Sustainability; Sustainability; sustainability challenges; sustainable luxury fashion
Description
An account of the resource
This paper aims to develop a conceptual framework that elucidates the factors that impact sustainable luxury brand marketing, specifically focusing on the luxury fashion industry. The framework aims to highlight the role played by the industry in promoting economic, social, and environmental sustainability. By examining these factors, the study seeks to contribute to a better understanding of how luxury fashion brands can effectively incorporate sustainability into their marketing strategies, thereby fostering a more sustainable and responsible approach to luxury consumption. Applying the theoretical framework derived from the literature review and systematic mapping approach, we examine its relevance in the luxury fashion market. This exploration allows us to assess its practical applicability and gather empirical evidence regarding sustainable brand marketing in this context. This research will give an in-depth analysis of the major elements influencing the consumption of sustainable luxury goods. The findings expand our understanding of the sustainable practices adopted by luxury fashion brands, providing valuable insights for academia and the industry. This studys implications are profound: luxury brand managers can enhance brand value through insights on sustainable fashion consumption drivers, while sustainable brands gain strategies for audience engagement and loyalty. 2024 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.
Creator
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Kaur H.; Choudhary S.; Manoj A.; Tyagi M.
Source
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Cogent Business and Management, Vol-11, No. 1
Publisher
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Cogent OA
Date
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2024-01-01
Identifier
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<a href="https://doi.org/10.1080/23311975.2024.2328391" target="_blank" rel="noreferrer noopener">https://doi.org/10.1080/23311975.2024.2328391</a>
<br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85188450987&doi=10.1080%2F23311975.2024.2328391&partnerID=40&md5=146fb689be186e202dbf8371d5eb9d63" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85188450987&doi=10.1080%2f23311975.2024.2328391&partnerID=40&md5=146fb689be186e202dbf8371d5eb9d63</a>
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All Open Access; Gold Open Access
Relation
A related resource
ISSN: 23311975
Format
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Online
Language
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English
Type
The nature or genre of the resource
Article
Coverage
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Kaur H., School of Commerce, Finance and Accountancy, CHRIST (Deemed to be University), Delhi, India; Choudhary S., School of Commerce, Finance and Accountancy, CHRIST (Deemed to be University), Delhi, India; Manoj A., School of Commerce, Finance and Accountancy, CHRIST (Deemed to be University), Delhi, India; Tyagi M., School of Commerce, Finance and Accountancy, CHRIST (Deemed to be University), Delhi, India
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Dublin Core
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Title
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Articles
Article
Faculty Publications -Articles
Dublin Core
The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/.
Title
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Creating and Sustaining Organizations: The Challenges of Sustainability
Subject
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Management
Description
An account of the resource
Global Journal of Finance & Management, Vol-4 (1), pp. 78-81. ISSN-0975-6477
Creator
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Kumar Jyothi, Jyotishi Amalendu
Publisher
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Global Journal of Finance & Management
Date
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2012
Language
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English
-
Dublin Core
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Title
A name given to the resource
Articles
Article
Faculty Publications -Articles
Dublin Core
The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/.
Title
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Creating inclusive spaces in virtual classroom sessions during the COVID pandemic: An exploratory study of primary class teachers in India
Subject
The topic of the resource
COVID-19; Inclusive education; India; Online teaching; Pedagogies; Teaching and learning
Description
An account of the resource
The research paper reports insights into the primary class teachers experiences and inclusive methodologies in India during virtual class sessions. Teaching online during the COVID pandemic has turned out to be an adaptive and transformative challenge for teachers. Though Indian teachers are used to the chalk-and-talk method, an online setup has compelled them to discover innovative strategies to maintain an inclusive classroom. It was found that teachers are using puppetry, storytelling, energizers, ice-breakers in their sessions to make it engaging. An in-depth study was undertaken to understand the experiences of five primary class teachers from private schools in India. Data thus collected were analyzed qualitatively. The study results demonstrated that the teachers had improved professionally they have become independent in using the internet and exploring new ways of teaching them per their needs. Nevertheless, it was also found that the schools lack support, fear among the teachers of being asked to quit the job, blocking students from the online class if they fail to pay the fees, and exorbitant salary cuts. The challenges related to young students were - lack of proper resources for online sessions, low attention span, technical distractions, lack of physical development, excessive interference of the parents and lack of socialization. The paper concludes with policy proposals regarding standardized online education platforms and provisions for proper resources for virtual class sessions to marginalized families to minimize India's digital divide. 2021
Creator
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Khanna R.; Kareem D.J.
Source
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International Journal of Educational Research Open, Vol-2
Publisher
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Elsevier Ltd
Date
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2021-01-01
Identifier
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<a href="https://doi.org/10.1016/j.ijedro.2021.100038" target="_blank" rel="noreferrer noopener">https://doi.org/10.1016/j.ijedro.2021.100038</a>
<br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85111385060&doi=10.1016%2Fj.ijedro.2021.100038&partnerID=40&md5=290411bdedbd0dce1332e488ac30b2be" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85111385060&doi=10.1016%2fj.ijedro.2021.100038&partnerID=40&md5=290411bdedbd0dce1332e488ac30b2be</a>
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All Open Access; Gold Open Access
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A related resource
ISSN: 26663740
Format
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Online
Language
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English
Type
The nature or genre of the resource
Article
Coverage
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Khanna R., School of Education, CHRIST (Deemed to be University), Hosur Road, Bangalore, 560029, India; Kareem D.J., School of Education, CHRIST (Deemed to be University), Hosur Road, Bangalore, 560029, India
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Dublin Core
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Title
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Conference Papers
Conference Paper
Faculty Publications- Conference Papers
Dublin Core
The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/.
Title
A name given to the resource
Creation of Bookshelf Using Autodesk 3ds Max: 3D Modelling and Rendering
Subject
The topic of the resource
3D Modelling; Arnold light; Edit Poly; ProBoolean; Twist Modifier
Description
An account of the resource
The step-by-step process of creating a bookshelf design is specified, including the ProBoolean compound primitive, applying edit poly modifier, using detach option, making use of lattice modifier, using bend modifier, using twist modifier. The manner in which materials are added to the model, together with environment lighting and renderer configuration, is defined. Procedures and methods for rendering are also defined. What we aim to achieve through our research is to create a Bookshelf design that uses materials to enhance the models. The shapes used in the model were Box, Teapot, sphere, chamfercyl, Oiltank, ProBoolean compound. The modifiers used were edit poly, bend, twist, lattice. Afterwards we used the Arnold light and material editor to enhance and glorify the model. 2023 IEEE.
Creator
An entity primarily responsible for making the resource
Jain A.; Dangi P.; Samanta D.; Dutta S.; Bhattacharya A.; Joseph N.P.
Source
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11th International Conference on Internet of Everything, Microwave Engineering, Communication and Networks, IEMECON 2023
Publisher
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Institute of Electrical and Electronics Engineers Inc.
Date
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2023-01-01
Identifier
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<a href="https://doi.org/10.1109/IEMECON56962.2023.10092371" target="_blank" rel="noreferrer noopener">https://doi.org/10.1109/IEMECON56962.2023.10092371</a>
<br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85154548537&doi=10.1109%2FIEMECON56962.2023.10092371&partnerID=40&md5=3563a1b465800429fe5c19e089334a48" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85154548537&doi=10.1109%2fIEMECON56962.2023.10092371&partnerID=40&md5=3563a1b465800429fe5c19e089334a48</a>
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Restricted Access
Relation
A related resource
ISBN: 978-166547512-9
Format
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Online
Language
A language of the resource
English
Type
The nature or genre of the resource
Conference paper
Coverage
The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant
Jain A., Christ University, Dept. of Computer Science, Karnataka, Bangalore, India; Dangi P., Christ University, Dept. of Computer Science, Karnataka, Bangalore, India; Samanta D., Rit Kosovo (A.U.K), Dept. of Computing and Information Technologies, Kosovo, Europe, Prishtina, 10000, Serbia, Rochester Institute of Technology, Rit Global Campus, Kosovo, Europe, Prishtina, 10000, Serbia; Dutta S., Institute of Engineering & Management, Dept. of Computer Science & Applications, Kolkata, India; Bhattacharya A., Institute of Engineering & Management, Dept. of Computer Science & Applications, Kolkata, India; Joseph N.P., Christ University, Dept. of Computer Science, Karnataka, Bangalore, India
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https://archives.christuniversity.in/files/original/4d4a7968a6ca26195702842504fd1410.png
ae8597b1fb62da5294ca14f6fc0ece85
Dublin Core
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Title
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Patents
Subject
The topic of the resource
Patent
Description
An account of the resource
Patent
Patent
Patents
Dublin Core
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Title
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Creativity and innovation in quality education and sustainability /
Subject
The topic of the resource
Computer Science
Description
An account of the resource
Patent Number: 202141034649, Applicant: Suplab Podder.
Quality education and sustainability is the interconnected aspiration for the modern society that can ensure the development of employability skills and create a sustainable society. The economists, scientists, management experts and research initiators are putting their efforts to develop a certain sustainable system in quality education through education 4.0. This is about digital equity, customised education, borderless classrooms, where the human mind is in synchronising with the technology to explore new possibilities of learning and accomplishment.
Creator
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Thomas, Benny.
Source
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<a href="https://drive.google.com/file/d/1wOXR1Frprf2A-D29qpGaPpGyPMVXpA0X/view" target="_blank" title="Creativity and innovation in quality education and sustainability /" rel="noreferrer noopener">https://drive.google.com/file/d/1wOXR1Frprf2A-D29qpGaPpGyPMVXpA0X/view</a>
Publisher
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Intellectual Property India
Date
A point or period of time associated with an event in the lifecycle of the resource
2021-03-29
Language
A language of the resource
English
Type
The nature or genre of the resource
Patent
-
https://archives.christuniversity.in/files/original/22a542332f495acffd7923baa0b2b0f0.png
ae8597b1fb62da5294ca14f6fc0ece85
Dublin Core
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Title
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Patents
Subject
The topic of the resource
Patent
Description
An account of the resource
Patent
Patent
Patents
Dublin Core
The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/.
Title
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Creativity and innovation in quality education and sustainability /
Subject
The topic of the resource
Computer Science
Description
An account of the resource
Patent Number: 202141034649, Applicant: Suplab Podder.
Quality education and sustainability is the interconnected aspiration for the modern society that can ensure the development of employability skills and create a sustainable society. The economists, scientists, management experts and research initiators are putting their efforts to develop a certain sustainable system in quality education through education 4.0. This is about digital equity, customised education, borderless classrooms, where the human mind is in synchronising with the technology to explore new possibilities of learning and accomplishment.
Creator
An entity primarily responsible for making the resource
Samanta, Debabrata.
Source
A related resource from which the described resource is derived
<a href="https://drive.google.com/file/d/1wOXR1Frprf2A-D29qpGaPpGyPMVXpA0X/view" target="_blank" title="Creativity and innovation in quality education and sustainability /" rel="noreferrer noopener">https://drive.google.com/file/d/1wOXR1Frprf2A-D29qpGaPpGyPMVXpA0X/view</a>
Publisher
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Intellectual Property India
Date
A point or period of time associated with an event in the lifecycle of the resource
2021-03-29
Language
A language of the resource
English
Type
The nature or genre of the resource
Patent
-
Dublin Core
The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/.
Title
A name given to the resource
Book Chapter
Book Chapter
Faculty Publications- Book Chapter
Dublin Core
The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/.
Title
A name given to the resource
Creativity Education in India: Breaking Barriers
Subject
The topic of the resource
Constraints; Creativity; curriculum; education system; india; pedagogy; systemic rigidities
Description
An account of the resource
Classrooms in India are posed with challenges of rigid curriculum demands, lack of resources, large class sizes and very often low motivation levels among teachers. Add to that poor teacher training facilities. Given the constraints, the pursuit of encouraging creativity education in the Indian schooling system seems like a tall order. The aim of this chapter is to explore the scope for creative learning and expression in Indian classrooms. The purpose is also to search for education models that facilitate and encourage creativity amongst children by adapting the curriculum to their advantage and operate within the constraints imposed by systemic drawbacks. The chapter searches for a coherent, pragmatic definition of creativity among practitioners and pedagogues with the rationale of identifying workable solutions for dissemination of creativity education in Indian classrooms. The methodology entails conversations and interviews with teachers, curriculum planners and pedagogues representing different education models and schooling systems in India. A case-study design approach is assumed to present programs that are successfully implementing practices which encourage creativity learning among their students. An attempt is made to highlight the philosophical beliefs that underlie adoption of such practices as well as to document the challenges and demands that such an endeavour imposes on the system. The chapter therefore, provides an optimistic view of the future of out of the box learning not only in the Indian classrooms but also makes a case for all education systems stifled by curriculum constraints and lack of resources. Inter-Disciplinary Press 2012.
Creator
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Madan A.
Source
A related resource from which the described resource is derived
Creative Engagements with Children: International Perspectives and Contexts, pp. 25-32.
Publisher
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Brill
Date
A point or period of time associated with an event in the lifecycle of the resource
2020-01-01
Identifier
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<a href="https://doi.org/10.1163/9781848881273_004" target="_blank" rel="noreferrer noopener">https://doi.org/10.1163/9781848881273_004</a>
<br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85140567267&doi=10.1163%2F9781848881273_004&partnerID=40&md5=34d7efb9abb38f720a4678170ce39196" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85140567267&doi=10.1163%2f9781848881273_004&partnerID=40&md5=34d7efb9abb38f720a4678170ce39196</a>
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ISBN: 978-184888127-3; 978-900440339-0
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Online
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English
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Book chapter
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Madan A., The Christ University, Bangalore, India
-
https://archives.christuniversity.in/files/original/b8f0eba2d75f84a6fe6b3a4558263649.pdf
2532903c83d06eee423ca460135e9971
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Title
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MASTERS
Masters' Dissertation
Masters Dissertation
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Title
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Credibility of advertisements on social media - people's perspective /
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Devi, N Harrita. - 1424037
Date
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2016-02-01
Source
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Master of Arts in Media and Communication Studies
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Media Studies
Description
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Social media has created a buzz ever since its inception. It has always created the curiosity factor amongst the people. There has been numerous literatures and information regarding social media and its influence on people, but the most important aspect is the bond that people seem to have developed with social media today. Considering the dependability of the audience on social media, the credibility factor has to be strictly monitored.
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CHRIST (Deemed To Be University)
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Department of Media Studies
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PDF
Language
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English
Type
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Masters Dissertation
-
https://archives.christuniversity.in/files/original/8d9089fd5871aeb788eda070161d9335.pdf
a925f8fbf9a434cef428d150a88879dd
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Title
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MPHIL
Mphil
Mphil Thesis
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Title
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CREDIBILITY OF MEDIA CONTENT ON FITNESS
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MANIVAL RAJU SHOBHA
Date
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2014
Source
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Media Studies
Description
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Fitness is possibly a new found scientific understanding of health and nutrition in people today. Off late, people have realised the importance of fitness. Each medium sells the concept of fitness differently to its audience. The manner in which it projects the same may have a positive or negative understanding of the same. Therefore, this study attempts to answer whether there is any credibility in media content on fitness. Content analysis on a print medium and two social media pages have been conducted followed by a focus group discussion to understand the audience perception of the said credibility if any. Conclusion has been drawn based on the content analysis of the medium considered along with opinions of the respondents of the focus group discussion.
-
https://archives.christuniversity.in/files/original/ee866b68fa549dca504b087ced0cc499.pdf
7aa809f29fae56ceae201ccfa88f6c0f
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MPHIL
Mphil
Mphil Thesis
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Title
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CREDIBILITY OF WORD OF MOUTH ADVERTISING: A COMPARATIVE STUDY OF MOVIES AND FMCG
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THAKER SHRADDHA
Date
A point or period of time associated with an event in the lifecycle of the resource
2012
Source
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Media Studies
Description
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Word of mouth which is synonymous to organic marketing, buzz marketing and viral marketing is one of the most popular and a non expensive form of advertising which is undertaken by almost anyone and everyone. The changing times are seeing a changing use of this form of advertising. The study revolves around this medium of mass communication and mass consumption. The researcher thus seeks to understand the use of word of mouth advertising in case of movies and fast moving consumer goods and to find out its credibility in terms of usage. A sample size of 100 was selected using snowball sampling technique. The method of primary data collection comprised of surveys in the form of questionnaire which was distributed online. The study revealed that word of mouth advertising is more preferred, trusted and considered credible in case of movies which is the greatest source of entertainment for people even today and not fast moving consumer goods which are tried and tested by consumers themselves.
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Title
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Faculty Publications
Book Chapter
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George, Jossy P.; Muttungal, Peter V.; Priya, Nishi; Davidson, Benny Godwin J.
Title
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Credibility, Engagement, and Purchase: How Virtual Influencers Drive Gen Zs Consumer Behavior
Date
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01-01-2026
Source
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Industry 5.0: Pioneering Business and Management Transformations;pp.119-134
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<a href="https://doi.org/10.1108/978-1-83608-826-420261009" target="_blank" rel="noreferrer noopener">https://doi.org/10.1108/978-1-83608-826-420261009</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105031023078?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105031023078?origin=resultslist</a>
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George J.P., Christ University, Karnataka, Bangalore, India; Muttungal P.V., Christ University, Karnataka, Bangalore, India; Priya N., Christ University, Karnataka, Bangalore, India; Davidson B.G.J., University of the Fraser Valley, Abbotsford, BC, Canada
Description
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This study focuses on how virtual influencers (VIs) impact the buying behavior of Indian Generation Zs (Gen Z). Using a structured questionnaire, data were collected from 519 Gen Z consumers across major metropolitan cities. The result of study revealed that the VIs credibility impacts how well they are able to engage with their followers. The results indicated that online engagement influenced brand credibility and brand familiarity. The results also showed that online engagement did not affect brand trust and purchase intent. Artificial intelligence (AI) is enabling VIs to become a more cost-effective and sustainable tool for brands. 2026 Aarti Saini and Vikas Garg.
Subject
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brand credibility; brand familiarity; brand trust; online engagement; purchase intent; Virtual influencers credibility
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Emerald Group Publishing Ltd.
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ISBN: 978-183608826-4; 978-183608828-8;
Language
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English
Type
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Book chapter
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Restricted Access; Hardcopy may be available in the library
-
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Articles
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Title
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Credit card fraud detection using ANN
Subject
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Artificial neural networks; Backpropagation; Credit card fraud; Logistic regression
Description
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Fraud on its own was and is devastating a lot of businesses, be them small or large. Particularly in the field of finance where we can see constant attacks on both individuals and enterprises alike. As such, credit cards are the most targeted as they are linked to both personal information and accounts. It is also evident to say that credit card fraud detection research is very much needed to deter and mitigate the impact of fraud on the financial field in general. It is important to identify frauds before it is too late so that the stolen credit card cannot be used for fraudulent transactions. To effectively detect these fraud transactions, we use a data consisting of fraudulent and non-fraudulent transactions to create a model that classifies these transactions with a high accuracy based on a machine learning technique. We used Artificial Neural Network with Logistic Regression to measure and in order to achieve high accuracy, we refined the parameters using the algorithms Back-propagation which has proved to have a high accuracy rate giving the model the ability to distinguish a fraudulent transaction from a normal one. BEIESP.
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Oumar A.W.; Peter A.D.
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International Journal of Innovative Technology and Exploring Engineering, Vol-8, No. 7, pp. 313-316.
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Blue Eyes Intelligence Engineering and Sciences Publication
Date
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2019-01-01
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<a href="" target="_blank" rel="noreferrer noopener"></a>
<br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85067842580&partnerID=40&md5=8151ceb9015e269a894386de4e4e1fb5" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85067842580&partnerID=40&md5=8151ceb9015e269a894386de4e4e1fb5</a>
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ISSN: 22783075
Format
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Online
Language
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English
Type
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Article
Coverage
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Oumar A.W., CHRIST (Deemed to be University), Bengaluru, India; Peter A.D., CHRIST (Deemed to be University), Bengaluru, India
-
https://archives.christuniversity.in/files/original/187f1cec55e9bd72dc57e9a3bbde0d1a.jpg
0b6dfeeadbd8dbf97f5aef738454f6b9
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Patents
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Patent
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Patent
Patent
Patents
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Title
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Credit card fraud detection using python and machine learning /
Subject
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Communication
Description
An account of the resource
Patent Number: 202221047470. Applicant: Pankaj Shambunath Mishra.
Credit Card Fraud Detection Using Python and Machine Learning Abstract: As we are heading towards the digital world cyber security is becoming an essential element of our life. When we talk about security in digital life then the major challenge is to discover the anomalous activities. When we make any transaction while purchasing any product online a big proportion of consumers choose credit cards. The credit limit in credit cards often helps us to making purchases even if we don’t have the funds at that time. But, on the other hand, these features are utilised by cyber attackers.
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Das, Tapas.
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<a href="https://drive.google.com/file/d/1ktlM-dCuZI_TossNyqkvXiwHbuD8vd7z/view" target="_blank" title="Credit card fraud detection using python and machine learning /" rel="noreferrer noopener">https://drive.google.com/file/d/1ktlM-dCuZI_TossNyqkvXiwHbuD8vd7z/view</a>
Publisher
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Intellectual Property India
Date
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2022-05-22
Language
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English
Type
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Patent
-
https://archives.christuniversity.in/files/original/140c96b0f4a6fc5046b491013beb6915.jpg
0b6dfeeadbd8dbf97f5aef738454f6b9
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Title
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Patents
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Patent
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Patent
Patent
Patents
Dublin Core
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Title
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Credit card fraud detection using python and machine learning /
Subject
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Communication
Description
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Patent Number: 202221047470. Applicant: Pankaj Shambunath Mishra.
Credit Card Fraud Detection Using Python and Machine Learning Abstract: As we are heading towards the digital world cyber security is becoming an essential element of our life. When we talk about security in digital life then the major challenge is to discover the anomalous activities. When we make any transaction while purchasing any product online a big proportion of consumers choose credit cards. The credit limit in credit cards often helps us to making purchases even if we don’t have the funds at that time. But, on the other hand, these features are utilised by cyber attackers.
Creator
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Das, Sheshanwita.
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<a href="https://drive.google.com/file/d/1ktlM-dCuZI_TossNyqkvXiwHbuD8vd7z/view" target="_blank" title="Credit card fraud detection using python and machine learning /" rel="noreferrer noopener">https://drive.google.com/file/d/1ktlM-dCuZI_TossNyqkvXiwHbuD8vd7z/view</a>
Publisher
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Intellectual Property India
Date
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2022-05-23
Language
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English
Type
The nature or genre of the resource
Patent
-
https://archives.christuniversity.in/files/original/e37e337089a7fc43ee0e947fda38a354.jpg
0b6dfeeadbd8dbf97f5aef738454f6b9
Dublin Core
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Title
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Patents
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Patent
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Patent
Patent
Patents
Dublin Core
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Title
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Credit card fraud detection using python and machine learning /
Subject
The topic of the resource
Communication
Description
An account of the resource
<a href="https://drive.google.com/file/d/1ktlM-dCuZI_TossNyqkvXiwHbuD8vd7z/view" target="_blank" title="Credit card fraud detection using python and machine learning /" rel="noreferrer noopener">https://drive.google.com/file/d/1ktlM-dCuZI_TossNyqkvXiwHbuD8vd7z/view</a>
Creator
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Ganguly, Deeksha Gupta.
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<a href="https://drive.google.com/file/d/1ktlM-dCuZI_TossNyqkvXiwHbuD8vd7z/view" target="_blank" title="Credit card fraud detection using python and machine learning /" rel="noreferrer noopener">https://drive.google.com/file/d/1ktlM-dCuZI_TossNyqkvXiwHbuD8vd7z/view</a>
Publisher
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Intellectual Property India
Date
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2022-05-23
Language
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English
Type
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Patent
-
Dublin Core
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Title
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Faculty Publications
Conference Paper
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Malhotra, Amit; Hada, Bhupendra Singh; Mishra, Anchal; Chandan; Basha, Md Shaik Amzad
Title
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Credit Card Fraud Detection with ADASYN Oversampling and SHAP-based Interpretability: A Comparative Ensemble Approach
Date
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01-01-2025
Source
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Proceedings of 6th International Conference on Intelligent Communication Technologies and Virtual Mobile Networks, ICICV 2025;pp.891-899
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<a href="https://doi.org/10.1109/ICICV64824.2025.11085904" target="_blank" rel="noreferrer noopener">https://doi.org/10.1109/ICICV64824.2025.11085904</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105013071985?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105013071985?origin=resultslist</a>
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Malhotra A., Finance and Accountancy CHRIST (Deemed to Be University), School of Commerce, Ghaziabad, India; Hada B.S., Finance and Accountancy CHRIST (Deemed to Be University), School of Commerce, India; Mishra A., Institute of Management Studies, Ghaziabad, India; Chandan, Symbiosis International (Deemed University), Symbiosis Centre for Management Studies, Bengaluru, India; Basha M.S.A., Gandhi Institute of Technology and Management (Deemed to Be University), GITAM School of Business, Hyderabad, India
Description
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Credit card fraud continues to be a significant threat to financial systems, exacerbated by the highly imbalanced nature of transaction datasets and the opaque decision-making of complex machine learning models. This paper proposes a hybrid fraud detection framework that integrates Adaptive Synthetic (ADASYN) oversampling to address class imbalance and SHAP (SHapley Additive exPlanations) to enhance model interpretability. Five machine learning classifiers Logistic Regression, Random Forest, XGBoost, LightGBM, and Multilayer Perceptron - are evaluated on the widely used Kaggle credit card fraud dataset. ADASYN significantly improves the minority class representation in the training set, enabling models to achieve higher fraud recall without overwhelming false positives. Among the models tested, Random Forest delivered the best trade-off between precision (85.7%) and recall (79.6%), achieving an F1-score of 82.5% and ROC-AUC of 0.9633. SHAP analysis provided granular insight into feature contributions, transforming black-box predictions into transparent and auditable decisions. Comparative analysis with eight state-of-the-art studies demonstrates that while recent approaches often report near-perfect results, the proposed model strikes a balance between predictive performance, computational efficiency, and interpretability qualities essential for practical deployment in financial fraud detection systems based on benchmark transactional data. The study highlights that integrating ADASYN with ensemble learning and SHAP can create a robust, explainable, and scalable fraud detection system suitable for deployment in dynamic financial environments. 2025 IEEE.
Subject
The topic of the resource
ADASYN; Class Imbalance; Credit Card Fraud Detection; Ensemble Learning; Explainable AI; Machine Learning; Random Forest; SHAP
Publisher
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Institute of Electrical and Electronics Engineers Inc.
Relation
A related resource
ISBN: 979-833151175-3;
Language
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English
Type
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Conference paper
Rights
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Restricted Access; Hardcopy may be available in the library
-
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Title
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Conference Papers
Conference Paper
Faculty Publications- Conference Papers
Dublin Core
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Title
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Cricket Shot Classification with Deep Learning: Insights for Coaching and Spectator Experience Enhancement
Subject
The topic of the resource
Batsman; Coaching Strategies; Cricket; Deep Learning; Model Architecture; Shot Classification; VGG-16
Description
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The cricket field has undergone significant transformations owing to recent technological advancements, particularly in countries like India. Technology has been used to determine projected scores, chances of winning, run rates, and many more parameters. This study centers on employing Deep Learning in cricket, focusing on the classification of different types of shots played by batsmen to aid in creating coaching strategies and enhancing the spectator experience. The proposed model uses a dataset of cricketing shots generated by collecting images from the internet, comprising 5781 images of 7 distinct shot types played by batters. The VGG-16, VGG-19, and RestNet-50 model architectures were trained for the classification task, with the best result obtained from VGG-16. Pre-processing tasks, such as scaling, augmentation, etc., were performed on the images before classification. Subsequently, 85% of the total images were used to train the model and for testing, rest 15% of images, resulting in an accuracy of 96.50% from VGG-16, 92% from VGG-19, and 78% from RestNet-50. 2024 IEEE.
Creator
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Paramanik B.; Joseph A.; Kumar R.
Source
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TQCEBT 2024 - 2nd IEEE International Conference on Trends in Quantum Computing and Emerging Business Technologies 2024
Publisher
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Institute of Electrical and Electronics Engineers Inc.
Date
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2024-01-01
Identifier
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<a href="https://doi.org/10.1109/TQCEBT59414.2024.10545296" target="_blank" rel="noreferrer noopener">https://doi.org/10.1109/TQCEBT59414.2024.10545296</a>
<br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85204488799&doi=10.1109%2FTQCEBT59414.2024.10545296&partnerID=40&md5=4d1a77f4406d18a7bca32b5b34c302a0" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85204488799&doi=10.1109%2fTQCEBT59414.2024.10545296&partnerID=40&md5=4d1a77f4406d18a7bca32b5b34c302a0</a>
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Relation
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ISBN: 979-835038427-7
Format
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Online
Language
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English
Type
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Conference paper
Coverage
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Paramanik B., Christ (Deemed to Be University), Lavasa, Pune, India; Joseph A., Christ (Deemed to Be University), Lavasa, Pune, India; Kumar R., Christ (Deemed to Be University), Lavasa, Pune, India