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Evolution of Policing: Historical Contexts and Human Rights Implications
This chapter examines the evolution of policing, tracing its historical roots and the complex interplay between law enforcement practices and human rights. It highlights the transformation of policing from its early functions, which were often aligned with maintaining social control and serving the interests of those in power, to contemporary efforts aimed at reform and accountability. The discussion includes significant milestones, such as the establishment of police systems in India, which were influenced by the British Police Act of 1861, and the ongoing challenges faced by modern policing, including issues of police brutality, systemic racism, and extrajudicial killings. The discussion extends to the global implications of policing practices, addressing issues such as police brutality, systemic racism, and extrajudicial killings that transcend national boundaries. This chapter emphasises the need for comprehensive reforms that not only address policy changes but also foster a cultural shift within police organisations to prioritise human rights and community engagement. By analysing the historical legacies and current practices of policing, this chapter aims to provide a nuanced understanding of how law enforcement can evolve to better protect the rights and dignity of all individuals in society. 2025 The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG. -
Embracing Sustainability: Role of Corporate Social Responsibility in Promoting Green Growth Amidst a Competitive Business Environment in India
In today's ever-evolving business environment, the synergy between corporate achievement and societal accountability highlights the critical importance of integrating sustainability through Corporate Social Responsibility (CSR). This article explores CSR's pivotal role in cultivating green growth amid the intricacies of a highly competitive business environment. Starting with an examination of CSR's evolution and components, the narrative highlights the need for a paradigm shift in business strategies amidst global challenges like climate change and resource scarcity. Central to this transformation is the integration of sustainable practices, emphasizing eco-friendly measures and operational efficiency. The article delves into the multifaceted benefits of CSR, illustrating how companies can shape a positive corporate image by aligning with consumer preferences and ethical considerations. Crucial elements such as stakeholder engagement and collaboration are emphasized, showcasing successful CSR initiatives that foster sustainable development through cooperative efforts. Additionally, the article underscores CSR's role in navigating the evolving regulatory landscape, emphasizing the importance of proactive compliance for sustained business viability. In an era where investors increasingly consider Environmental, Social, and Governance (ESG) criteria, the article positions CSR as a magnet for socially responsible investments. It elucidates how a commitment to sustainable practices not only attracts investors but also fuels innovation, fostering market differentiation and enhancing a company's competitive edge. Ultimately, the article contends that incorporating CSR into corporate strategy is not merely a response to societal expectations but a strategic imperative for businesses seeking resilience, relevance, and prosperity amidst intense competition and global challenges. The Author(s), under exclusive license to Springer Nature Switzerland AG 2025. -
What Influences Companies to Go Beyond Mandatory Corporate Social Responsibility Rule? Empirical Evidence from India
This study aims to empirically investigate how corporate governance (CG) characteristics influence firms to go beyond the mandatory minimum corporate social responsibility (CSR) expenditure rule to contribute towards sustainable development. It employs the panel regression technique for analysis of top seventy-five listed companies of the NIFTY100 index at Indian National Stock Exchange (NSE) for the years from 201415 to 202021. The empirical results revealed that CG attributes like large board size, large independent directors, and female directors significantly influence the CSR performance of the companies. However, no significant evidence was found in case of the impact of board meeting frequency and CSR practices of the companies. This chapter enables a better understanding of self-induced CSR practices to policymakers, regulators, practitioners, and other stakeholders. The findings suggest that various stakeholders should concentrate on specific CG attributes to focus on CSR performance. It is one of the first studies that determines what influence the adoption of self-induced CSR practices especially against the backdrop of major CG mechanism and CSR reforms in India. It provides additional empirical evidence to the extant body of literature on the CG and CSR practices from the perspective of emerging economies. The Author(s), under exclusive license to Springer Nature Switzerland AG 2025. -
Phytotoxins: Terrestrial Plant Sources
Plants produce a wide variety of phytochemicals during biochemical reactions. Plant secondary metabolites (PSMs) are specialised metabolites or phytochemicals that are produced by plants in response to biotic and abiotic stresses or as a by-product of metabolism. PSMs are needed by the cells of the plant to interact with its environment and are produced in very small concentrations. They have various therapeutic effects and are used as medication in various conditions. However, the difference between therapeutic and toxic levels of these compounds is so low that when administered in excess, they can cause adverse conditions. These toxic PSMs are also known as phytotoxins. Phytotoxins are highly versatile in their mode of toxicity, chemical composition, and structure. The major groups of phytotoxins that have been categorised are alkaloids, terpenoids, glycosides, non-protein amino acids, glucosinolates, cardenolides, tannins, phenolics, flavonoids, and phytoecdysteroids. These phytotoxins have several toxic effects like allergenic, pesticidal, hallucinogenic, and allelochemical and may even cause fatalities. The effects of these phytotoxins in humans range from the disturbance in the metabolic pathways taking place in various organs to adverse conditions like cytotoxicity, neurotoxicity, and carcinogenicity. This chapter discusses in detail the various categories of phytotoxic compounds from land plants and their major biological activities. The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2025. -
Striving for Decent Work: Assessing Kerala's Progress Toward SDG Labour Targets
This Article delves into Goal 8 of the Sustainable Development Goals, which is pivotal in ensuring universal access to quality employment, thereby diminishing unemployment and, consequentially, alleviating widespread poverty. It underscores the global consensus on essential facets of equitable employment opportunities, encompassing job availability and social security for workers. Drawing upon data primarily sourced from the State Statistical Office in Kerala, this paper examines the myriad aspects and indicators of decent work and presents the latest empirical findings. Our analysis reveals that a glut in labour supply coupled with scant employment opportunities escalates unemployment rates, notably affecting women and youth. This challenge is further exacerbated by structural inefficiencies and socioeconomic disparities. To counter these issues, the study proposes several strategic interventions. Enhancing educational and vocational training for women not only equips them with necessary skills but also fosters an inclusive workforce. Additionally, bolstering the capabilities of labour inspectorates can ensure adherence to labour standards and promote decent work conditions. Effective management of the Decent Work phenomenon is crucial and requires comprehensive policy frameworks that integrate these elements. By implementing these strategies, there is potential to significantly transform the labour market dynamics, promoting sustainable economic growth and social equity. This paper aims to contribute to the discourse on employment policies, advocating for informed decisions that are pivotal in achieving the targets set forth in Goal 8 of the Sustainable Development Agenda. The Author(s), under exclusive license to Springer Nature Switzerland AG 2025. -
Exploring the Effect of Work-Family Conflict on Burnout Among ICU Nurses in Indian Private Hospitals: The Influence of Perceived Organization Support
Nursing is demanding and often clashes with family responsibilities causing significant Work-Family Conflict (WFC). Nurses have long shifts, emotionally demanding workloads, and deep patient involvement which strains their work-life balance. This conflict blurs the lines between work and home and depletes emotional resources leading to burnout symptoms: emotional exhaustion, depersonalization, and reduced accomplishment. Burnout happens when nurses try to juggle work demands with personal responsibilities, hence organizational support is needed. ICU and emergency environments are known to be high-stress and deeply impact nurses personal lives through WFC. This affects nurse health and family well-being, especially in the ICU setting. Perceived Organizational Support (POS) which is how valued and supported nurses feel by their employers plays a big role in mitigating these challenges. This study will look into how WFC contributes to burnout among ICU nurses and the buffering effect of POS. The study had 449 ICU nurses from private hospitals in India through simple random sampling. Surveys showed that WFC did not affect ICU nurses accomplishment but affected emotional exhaustion and depersonalization. POS was found to moderate these effects hence it plays a role in buffering burnout risk among ICU nurses. The results emphasized the need for strong organizational support in nursing administration to mitigate WFC and burnout. The study had 449 ICU nurses from private hospitals in India through simple random sampling. Surveys showed that work-family conflict did not affect ICU nurses accomplishment but affected emotional exhaustion and depersonalization. Perceived Organizational Support (POS) was found to moderate these effects hence it plays a big role in buffering burnout risk among ICU nurses. The results emphasized the need for strong organizational support in nursing administration to mitigate work-family conflict and burnout. The Author(s), under exclusive license to Springer Nature Switzerland AG 2025. -
Investigating the Relationship Among Demographic Profiles and Customer Engagement Cluster Groups on Mobile E-Commerce Applications
Recently, the world is moving towards a new future where most of the communications is happening through the Internet. The use of smartphones has rapidly increased for the past two decades. People show high interest in adopting new technologies in their day to day lives. In order to connect very closely with the customers, many retailers started to expand their businesses with the help of mobile e-commerce applications. The extensive use of mobile phones and the favorable independence of time and location promised the future of mobile e-commerce applications. This created a necessity for the online businesses to understand the factors that influence customer engagement in mobile e-commerce applications. This research was aimed to provide a clear understanding on the factors that affect customer engagement in mobile e-commerce applications with respect to the age, frequency and experience of consumers. The factors like customer satisfaction, utilitarian value, ease of use, hedonic value, trust and personalized recommendations were taken into account to understand their influence on the customer engagement in mobile e-commerce applications. These factors were studied with respect to the age group of consumers and they were classified into four groups as follows: below 20years, 21 to 35years, 36 to 50years, 51years and above. Also, the effect of frequency and experience in using mobile applications towards customer engagement in mobile e-commerce applications were studied in this research. The questionnaire with 29 items were sent to 250 respondents through e-mail and other social media platforms and out of which 151 responses were taken into account for the analysis part. ANOVA tests were performed to analyze the influence of age, frequency and experience in using mobile e-commerce applications on the factors like customer satisfaction, utilitarian value, ease of use, hedonic value, trust and personalised recommendations that affect customer engagement in mobile e-commerce applications. To further analyze and group the respondents engagement in mobile e-commerce applications, k-means cluster analysis was performed. Later, ANOVA tests were performed to understand the differences among demographic profiles and cluster groups in customer engagement. From these tests, the moderating effect of age, frequency and experience factors on customer engagement were analyzed. The Author(s), under exclusive license to Springer Nature Switzerland AG 2025. -
Analyzing the Vulnerability of Cyber-Attacks in IoMT Devices Using Generative AI
The rapid expansion of Internet of Medical Things (IoMT) gadgets has revolutionized healthcare delivery allowing for real-time monitoring and better patient outcomes. However, this growth has also brought about cybersecurity risks making IoMT devices targets, for cyber attacks. This study delves into the connection between Generative AI and IoMT security emphasizing how advanced AI methods can be used to pinpoint, assess, and address vulnerabilities in these devices. We explore uses of Generative AI, such as simulating cyber-attacks and creating models for future threats to strengthen the resilience of IoMT systems against emerging dangers. By examining existing literature and case studies we showcase the effectiveness of AI-driven strategies in bolstering healthcare cybersecurity. Our results highlight the need for innovation in security measures to protect medical information and uphold the reliability of healthcare services. Ultimately this research contributes to discussions on enhancing cybersecurity protocols in the healthcare industry by advocating for integrating Generative AI as a tool, in combating cyber threats targeting IoMT devices. The Author(s), under exclusive license to Springer Nature Switzerland AG 2025. -
Exploring the Roots of Customer Adaptability Through the Landscape of Physical Retail Environments
This research delves into the intricate dynamics of customer adaptability within the realm of brick-and-mortar retail, examining the pivotal role of managing customer knowledge capabilities. As traditional retail spaces evolve in response to technological advancements and shifting consumer behaviors, understanding the antecedents of customer agility becomes paramount. Drawing on insights from customer knowledge management literature and retail studies, this paper elucidates the nuanced interplay between customer adaptability and the strategies employed to harness and leverage customer knowledge. Through a comprehensive analysis of the contextual landscape of physical retail environments, we uncover the underlying factors that influence customer adaptability. By illuminating these connections, this study offers valuable insights for practitioners and scholars alike, contributing to a deeper understanding of how organizations can effectively navigate the evolving retail landscape to enhance customer experiences and foster sustainable growth. The Author(s), under exclusive license to Springer Nature Switzerland AG 2025. -
A Study on Influence of Celebrity Endorsement on Online Consumer Buying Behaviour with Special Reference to Food Products
Celebrity endorsements are now a common marketing tactic used by businesses in a wide range of sectors to increase brand awareness and sway customer behavior. Celebrity branding has been more prevalent in the food product industry, as businesses use the attraction and popularity of these individuals to influence customer choices. The purpose of this study is to examine the complex relationships that exist between consumer purchasing behavior and celebrity endorsement in the context of the food sector. The study takes a multipronged approach, fusing insights with quantitative data to explore the nuances of consumer reactions to celebrity endorsements in the food product space. Through the analysis of a wide variety of food goods, the study aims to clarify the varying effects of celebrity endorsements in different categories and customer groups. In addition, the initiative aims to investigate the psychological factors that underlie consumer perceptions and actions in reaction to food sector celebrity endorsements. To understand their complex impact on consumer decision-making processes, factors including consumer-brand connections, celebrity credibility, and congruence between the celebrity and the recommended product will be closely examined. By conducting a thorough analysis of empirical data and theoretical frameworks, this research project seeks to offer significant insights. A descriptive research methodology employing Quantitative analysis was considered for the study. A sample of 384 respondents from across Bangalore was chosen using the non-probability sampling method. A well-structured questionnaire was prepared, and the survey method of data collection was used. The questionnaires were collected using both online and offline methods. The data collected was analysed using the SPSS, AMOS and Andrew Hayes process macrosModel 1 with multi categorical variables. The Author(s), under exclusive license to Springer Nature Switzerland AG 2025. -
Initial Public Offerings (IPOs) Performance: Bibliometric Analysis of Scholarly Articles on Short-Run Performance
Initial Public offerings are used by the companies to raise capital from the public and to enter in to the public markets. To understand the concept of short-run performance and long-run performance of the company is essential for the investors, regulators and market analysts to evaluate market efficiency. there are many researches were conducted on IPO from the year 1991 to till date, shows the importance of the IPOs. This paper conducted a bibliometric analysis on IPO performance landscape. The data were collected using the Dimensions data base. The articles so collected were from the period 1991 to 2024. Total of 126 articles were identified and considered for the current research. The extracted database was analyzed using VOSview software. Using the software, the current research identified the key authors in the field of IPO research, their organizations, countrywide research contributed in the field of IPO performance both short-run and long-run, especially short-run. The Author(s), under exclusive license to Springer Nature Switzerland AG 2025. -
Does ESG Integration Enhance Financial Performance in Emerging Economies? A Systematic Review of Brics
A growing wave of environmental and social problems is driving the world's focus on sustainability, and the UN's creation of the Sustainable Development Goals (SDGs) and ESG-focused investments are giving this movement a strong push. Today, investors consider ethical and moral principles coupled with monetary factors. ESG, which stands for Environmental, Social, and Governance, is a set of factors used to judge how well a company runs. These factors look at how the company protects the environment, treats its workers and society, and manages itself fairly and effectively. The present study is a systematic literature review of ESG and its influence on the firm financial performance of BRICS nations. The majority of the existing literature places focus on ESG in the developed world and this study aims to bridge this divide by focusing on Emerging economiesBRICS. The majority of the studies reveal a positive association between ESG and firm financial performance. The findings reveal the primary financial variables that affect ESG performance in BRICS countries such as firm size, debt ratios, weighted average cost of capital, return on equity (ROE), return on capital (ROC), Returns on Sales (ROS), Return on Assets (ROA), transparency levels, and financial leverage. Various theories such as Long-term gains, Institutional theory, Stakeholder theory, and Legitimacy Theory have laid the foundation for the research in the area. The review highlights the need for uniform ESG frameworks and enhanced disclosures to foster responsible investment practices in emerging economies like BRICS nations, providing valuable insights for companies, investors, and regulatory bodies. The Author(s), under exclusive license to Springer Nature Switzerland AG 2025. -
Exploring the Impact of Disengagement on the Burnout Among ICU Nurses of Indian Private Hospitals: The Influence of Perceived Organization Support
Among healthcare workers, the nursing workforce has a high intensity of burnout which occurs as a response to the pressure they face at their workplace. Burnout in nursing professionalsis a widespread phenomenon characterized by a reduction in nurses energy that manifests in emotional exhaustion, lack of encouragement, and feelings of frustration and may lead to a decrease in work efficacy. This is a significant issue in human services that needs to be addressed.Several studies have been done on nurses; however, burnout in Indian ICU nurses has not received much attention. Intensive Care Units are specialized hospital areas requiring constant attention and vigorous patient care. Studies state that ICU nurses have to be more alert due to the severity of the illness in patients. Nurses in ICUs face many challenges at work which could lead to burnout. Disengagement is one such factor that might lead to burnout in nurses. When people experience disengagement, they feel detached from their workplace. Previous studies indicate that due to pandemic experiences, nurses are disengaging at a rate twice that of other healthcare staff. The challenging demands of their work have significantly affected the nurse's psychological wellness and overall health. Limited studies have been done on ICU nurse disengagement and its effect on burnout in Indian settings. Therefore, the study aims to examine how nurse disengagement affects the burnout they experience. Healthcare organizations must prioritize the support to be extended and care for the nurses well-being to prevent further disengagement. Nurses may become more committed to the organization when they feel supported by hospital administrators and have lighter workloads. This paper focuses on exploring the consequences of disengagement on burnout experienced by ICU nurses and the influence of Perceived Organizational Support (POS) between them. The sample used for the study was 449 nurses working in the ICU divisions of private hospitals in India. This study employed a simple random sampling technique. A survey was utilized and distributed to the nursing professionals working in the ICU divisions. The commonly recognized aspects of burnout are emotional exhaustion, depersonalization, and reduced personal achievement. The study results indicated that disengagement has no impact on the emotional exhaustion experienced by ICU nurses. However, it influences depersonalization and nurses achievement. The study results state that POS moderated the relationship between disengagement and the two burnout aspects: depersonalization and personal achievement. From the findings, it may be concluded that perceived organizational support is crucial in encouraging greater personal accomplishment, reduced depersonalization, and bringing about positive change for disengaged ICU nurses. Better organizational support for ICU nurses becomes a critical responsibility of nursing administration. The Author(s), under exclusive license to Springer Nature Switzerland AG 2025. -
Exploring the Impact of Disengagement on the Burnout Among ICU Nurses of Indian Private Hospitals: The Influence of Perceived Organization Support
Among healthcare workers, the nursing workforce has a high intensity of burnout which occurs as a response to the pressure they face at their workplace. Burnout in nursing professionalsis a widespread phenomenon characterized by a reduction in nurses energy that manifests in emotional exhaustion, lack of encouragement, and feelings of frustration and may lead to a decrease in work efficacy. This is a significant issue in human services that needs to be addressed.Several studies have been done on nurses; however, burnout in Indian ICU nurses has not received much attention. Intensive Care Units are specialized hospital areas requiring constant attention and vigorous patient care. Studies state that ICU nurses have to be more alert due to the severity of the illness in patients. Nurses in ICUs face many challenges at work which could lead to burnout. Disengagement is one such factor that might lead to burnout in nurses. When people experience disengagement, they feel detached from their workplace. Previous studies indicate that due to pandemic experiences, nurses are disengaging at a rate twice that of other healthcare staff. The challenging demands of their work have significantly affected the nurse's psychological wellness and overall health. Limited studies have been done on ICU nurse disengagement and its effect on burnout in Indian settings. Therefore, the study aims to examine how nurse disengagement affects the burnout they experience. Healthcare organizations must prioritize the support to be extended and care for the nurses well-being to prevent further disengagement. Nurses may become more committed to the organization when they feel supported by hospital administrators and have lighter workloads. This paper focuses on exploring the consequences of disengagement on burnout experienced by ICU nurses and the influence of Perceived Organizational Support (POS) between them. The sample used for the study was 449 nurses working in the ICU divisions of private hospitals in India. This study employed a simple random sampling technique. A survey was utilized and distributed to the nursing professionals working in the ICU divisions. The commonly recognized aspects of burnout are emotional exhaustion, depersonalization, and reduced personal achievement. The study results indicated that disengagement has no impact on the emotional exhaustion experienced by ICU nurses. However, it influences depersonalization and nurses achievement. The study results state that POS moderated the relationship between disengagement and the two burnout aspects: depersonalization and personal achievement. From the findings, it may be concluded that perceived organizational support is crucial in encouraging greater personal accomplishment, reduced depersonalization, and bringing about positive change for disengaged ICU nurses. Better organizational support for ICU nurses becomes a critical responsibility of nursing administration. The Author(s), under exclusive license to Springer Nature Switzerland AG 2025. -
Ageism, Culture and Willingness to Work with Older Adults Among Youth in India
Ageism is a phenomenon prevalent around the world today. It can be understood as the prejudiced attitudes, beliefs and discriminatory behaviour held towards people on the basis of their age. The present study aimed to explore the mindset of students aged 1825 in Delhi-NCR to know their perspective towards elderly in both, personal and professional domains. It seeks to identify and understand whether attitude of young adults towards older adults, awareness of ageism, the quality and quantity of intergroup contact, and filial piety attitudes influence their willingness to work with older adults. Individuals currently enrolled in an onsite course in a UGC-recognised University in Delhi-NCR participated in the study. The Facts on Aging Quiz (FAQ), Fraboni Scale of Ageism, Ambivalent Ageism Scale (benevolent and hostile attitudes) and Working with Older Adults Scale (WOAS) were administered on 200 participants. Filial piety and intergroup contact were also measured. Regression analysis highlighted the significant predictors of WOAS dimensions, namely, attitude, perceived behavioural control, subjective norm and working intentions. Intergroup contact frequency and quality along with compassionate reverence aspect of filial piety were significant contributors across the dimensions. The study has implications for intergenerational teams and diversity management training programs in organisations. The Author(s), under exclusive license to Springer Nature Switzerland AG 2025. -
Tattoos and Personal Identity: A Thematic Exploration Among Young Adults
The present study is an exploratory research, conducted among young adults to explore how they derive meaning and self-identity with the help of tattoos. The research paradigm guiding this study is constructivism because there are multiple realities, and the meanings are constructed by the individuals participating in this study and the researcher. Personal construct theory guides the present study. This theory provides the means to achieve the aim of understanding how individuals construct and reflect personal identity through their own tattoos. Earlier studies of tattoos have focused on the social and cultural meanings of tattoos. However, the current study takes a different perspective, investigating the meanings of tattoos for individuals who wear them and how their tattoos reflect their personal identity. Very limited studies have asked individuals directly to come up with the reasons behind being tattooed and for choosing particular designs. Thematic analysis of the data reveals that young adults see tattoos as a means of deriving personal meaning, seeking social validation, and redefining themselves with a new perspective while seeking integration and a means of self-expression. Overall, the implications of this study reverberate across academic, societal, and personal spheres, offering valuable insights into the multifaceted world of tattoos and their profound connections to personal identity. The Author(s), under exclusive license to Springer Nature Switzerland AG 2025. -
Superstitious Beliefs: Demographic Correlates and Its Relation with Self Efficacy
People from every culture exhibit superstitious beliefs and behaviours in large numbers. The superstitious concepts that are ingrained in Indian culture are highly diverse and may not be similar to those found in Western civilizations. In India, there has only recently begun and there is very little research in this field. The sample for the study was selected using a convenient sampling method. The study followed a quantitative approach within a positivistic paradigm. The research is aimed at establishing a relation among the demographic correlates of superstitions as well as its relation with self-efficacy. The participants were chosen from a larger group of individuals 1778 who lived in the South Indian states of Kerala, Tamil Nadu, and Karnataka and various demographic correlates of superstitions in India were analysed. The tools used for evaluation include the General self-efficacy scale (Schwarzer & Jersalem, 1995) and the Superstitious Belief Scale. Demographic correlates of superstitious beliefs indicate differences based on age, gender, religion, education, and geographic location. Superstitious beliefs were found prevalent in various demographics and demonstrated an inverse relationship with self-efficacy. The Author(s), under exclusive license to Springer Nature Switzerland AG 2025. -
Unraveling the Intangibles: Influence of AI and Employee Valuation on Corporate Sustainability
This study investigates the impact of Artificial Intelligence (AI) and human capital on a firm's sustainability based on the selected thirty companies in the Indian Information Technology (IT) Sector. It also involves an insight into the usage of AI tools for the same. This study takes three independent variables, namelySalaries and wages (SW), Provident Fund (PF), and Gratuity and superannuation (GS), which are dependent on the Return On Capital Employed (ROCE). Furthermore, the study evaluates these variables through multiple regression analysis to establish the link between them and determine how human capital affects a firm's profitability. The Author(s), under exclusive license to Springer Nature Switzerland AG 2025. -
Unraveling the Intangibles: Influence of AI and Employee Valuation on Corporate Sustainability
This study investigates the impact of Artificial Intelligence (AI) and human capital on a firm's sustainability based on the selected thirty companies in the Indian Information Technology (IT) Sector. It also involves an insight into the usage of AI tools for the same. This study takes three independent variables, namelySalaries and wages (SW), Provident Fund (PF), and Gratuity and superannuation (GS), which are dependent on the Return On Capital Employed (ROCE). Furthermore, the study evaluates these variables through multiple regression analysis to establish the link between them and determine how human capital affects a firm's profitability. The Author(s), under exclusive license to Springer Nature Switzerland AG 2025. -
The Impact of Digital Marketing Strategies on Customer Attitude and Purchase Intention Towards Electronic Gadgets: A Study on Indian Students
A portion of a companys long-term strategy should be devoted to digital marketing transformation. It is a challenging task to select the effective marketing strategy when conducting business in modern digital world. This study seeks to elucidate the influences of digital marketing strategy forms on customer attitude and purchase intention of students towards electronic gadgets. The relationship between four digital marketing strategies such as search engine advertising, social media, content marketing and email marketing towards customer attitudes and purchase intention was investigated in accordance with hypotheses, 225 students from Bangalore city, India, who had experience in online purchase of electronic gadgets comprised as a research sample. The relationship among the selected variables are tested with help of Correlation, ANOVA and regression analysis. The study conclude that there is an impact of various forms of digital marketing strategies on customers attitude and the purchase intention of young (Students) customer. The Author(s), under exclusive license to Springer Nature Switzerland AG 2025.