NOLEGEIN-Journal of Global Marketing is a peer reviewed journal and provides a platform to discuss new issues in the area of Global strategic marketing planning. The journal also seeks to advance the quality of research by publishing papers introducing or elaborating on Global competitive strategy and Global strategic alliances. It's a biannual journal, started in 2018.
MBA Journals (Consortium eLearning Network Pvt Ltd)
Role of Greenwashing in Shaping Consumer Perception and Brand Image in Sustainable Marketing
In the contemporary marketing landscape, sustainability has emerged as a critical determinant of consumer choice and brand positioning. Organizations increasingly adopt eco-friendly practices to appeal to environmentally conscious consumers; however, the rise of misleading environmental claims, commonly termed greenwashing, has raised significant concerns. This study investigates the role of greenwashing in shaping consumer perception and brand image within the domain of sustainable marketing. Primary data were collected from 100 respondents aged 18–35 years using a structured questionnaire, and analyzed through descriptive statistics, correlation, and regression techniques.The findings reveal that while sustainability claims positively influence consumer decision-making, perceived greenwashing significantly undermines trust, leading to negative consumer perception and deterioration of brand image. Consumers exhibit higher skepticism toward brands that lack transparency, which ultimately affects their purchase intentions. Conversely, authentic and verifiable sustainability practices enhance brand credibility, strengthen consumer trust, and improve long-term brand equity. The study further highlights that increasing consumer awareness regarding environmental issues has made individuals more critical of marketing claims, thereby amplifying the consequences of deceptive practices. These insights emphasize the necessity for organizations to adopt transparent, ethical, and evidence-based sustainability communication strategies. Overall, the research contributes to understanding the complex relationship between greenwashing, consumer perception, and brand image, and underscores the importance of authenticity in fostering sustainable consumer- brand relationships.
Greenwashing, Consumer Perception, Brand Image, Sustainable Marketing, Consumer Behaviour
Copyright (c) 2026 NOLEGEIN-Journal of Global Marketing
Examining the Behavioural Impact of Artificial Intelligence Applications in E- Commerce Ecosystems
Within e-commerce ecosystems, artificial intelligence (AI) has emerged as a disruptive force that is altering digital decision-making, personalization tactics, and consumer engagement. AI applications such as recommendation systems, chatbots, intelligent search mechanisms, and predictive analytics are rapidly affecting online purchase behaviour. With an emphasis on purchase intention, contentment, and trust, this study investigates the behavioral effects of AI apps on customers in e-commerce settings. A structured questionnaire was used to gather primary data from internet shoppers using a quantitative research design. The suggested hypotheses were tested using statistical methods such as regression, correlation, and reliability analysis. The results show that while AI-enabled interactive support systems have a favorable impact on satisfaction and trust, AI-driven customisation has a major impact on purchase intention. By combining several AI applications into a behavioral framework, the study advances theoretical knowledge and provides useful insights for the creation of digital commerce strategies.
Artificial intelligence, e-commerce, consumer behaviour, personalization, chatbots, trust
Examining the Efficacy and Ethical Perception of Privacy-Protective Advertising Models on Consumer Trust and Brand Loyalty
In the digital age, advertising has become deeply intertwined with personal data collection, processing and analysis. While targeted advertising offers benefits in terms of efficiency, relevance and business outcomes, it also raises substantial issues of data privacy, user autonomy, transparency and trust. This paper explores the concept of “responsible advertising” within the context of data privacy—asking how advertisers, platforms and regulators can align commercial imperatives with the ethical and legal rights of individuals. Drawing on extant literature from marketing, information systems, ethics and regulation, the study examines the mechanisms through which data is collected and used in advertising, the potential harms to individuals (e.g., loss of privacy, manipulation, discrimination), and the emerging governance frameworks and technical solutions designed to mitigate such risks. A mixed-method approach is used: first a secondary literature review to map the themes and trends, followed by qualitative interviews with advertising professionals and a survey of consumers (N = 350) regarding their perceptions of data use in advertising. Data analysis shows that greater transparency, giving users control over their data, and adopting privacy- preserving technologies are strongly correlated with higher trust and willingness to engage with personalised advertising. The findings suggest that responsible advertising is not simply about compliance with regulation—but about building long-term relationships of trust and fairness. The study concludes with recommendations for advertisers (e.g., adopt first-party data strategies, apply data minimisation, embed privacy by design), for regulators (e.g., strengthen enforcement, foster self-regulation, promote consumer literacy), and for future research (e.g., longitudinal studies of ad-trust over time, cross-cultural comparisons).
Ethical Perception, Advertising Models, Customer Trust, Brand Loyalty, targeted advertising
MQL Propensity Model to Predict Marketing Qualified Leads
In the evolving landscape of digital marketing, accurately identifying high-potential leads remains a critical challenge due to increasing data complexity and fragmented analytical systems. This study proposes a comprehensive framework for developing a Marketing Qualified Lead (MQL) Propensity Model aimed at enhancing lead prediction accuracy and operational efficiency. By critically examining existing lead scoring methodologies across Customer Relationship Management (CRM) systems, web analytics platforms, and campaign management tools, the research highlights key limitations such as data silos, inconsistent scoring mechanisms, and low predictive reliability. The study utilizes structured secondary data derived from industry reports, academic literature, and real-world case analyses to establish a strong correlation between traditional rule-based lead scoring models and declining conversion rates, inefficient sales alignment, and rising marketing costs. The proposed MQL Propensity Model integrates behavioral, demographic, and engagement data within a unified machine learning–driven framework to enable dynamic, automated, and scalable lead qualification. This approach not only improves lead prioritization but also ensures consistency across multi- channel marketing environments. Furthermore, the model addresses critical challenges related to interoperability, data standardization, and predictive accuracy, offering a robust alternative to static scoring techniques. The findings suggest that adopting a unified predictive framework significantly enhances marketing performance, optimizes resource allocation, and strengthens alignment between marketing and sales teams. Overall, this research contributes a practical and scalable solution for organizations seeking to improve conversion outcomes and achieve data-driven decision-making in modern marketing ecosystems.
Marketing Qualified Lead (MQL), Propensity Model, Predictive Analytics, Lead Scoring, Machine Learning, Behavioral Data, Customer Segmentation, CRM Integration, Sales Funnel Optimization, Marketing Automation, Data-Driven Marketing, Conversion Prediction..
FROM ENGAGEMENT TO LOYALTY: A COMPARATIVE ANALYSIS OF CUSTOMER ENGAGEMENT, EXPERIENCE, CONTINUANCE INTENTION, AND LOYALTY TOWARDS AI BANKING CHATBOTS AMONG GEN Z AND MILLENNIALS IN JUNAGADH AND RAJKOT DISTRICTS OF SAURASHTRA
The growing use of Artificial Intelligence (AI) in banking has changed how customers interact with financial services. Banks are now using AI-powered chatbots to provide quick help, make services more efficient, and improve how customers engage. This study looks at customer engagement, experience, intention to continue using these services, and loyalty toward AI banking chatbots among Gen Z and Millennial users in the Junagadh and Rajkot districts of the Saurashtra region, Gujarat, India. The main goal is to understand how using AI chatbots affects customer experience and how these factors influence customers’ intentions to keep using chatbot services and their loyalty to banks that offer them. Structured questionnaires were given to 250 people from the study area. The findings show that 80% of respondents actively engage with AI banking chatbots, which indicates that young users are more accepting of AI in banking. The results also indicate that customer engagement has a significant impact on customer experience, which strongly affects the intention to continue using these services. Moreover, the intention to continue positively influences customer loyalty towards banks that provide AI chatbot services. The study recommends that improving chatbot usability, responsiveness, and reliability can boost customer experience and encourage ongoing use, ultimately increasing customer loyalty in digital banking.
Artificial Intelligence, Banking Chatbots, Customer Engagement, Customer Experience, FinTech
Generative and Predictive AI in Retail Marketing: Applications, Benefits, and Ethical Challenges
Artificial Intelligence (AI) is increasingly transforming retail marketing by enabling organizations to deliver more personalized, efficient, and data-driven customer experiences. Advanced AI applications such as recommendation systems, conversational chatbots, computer vision, and automated content generation allow retailers to analyze large volumes of consumer data and predict purchasing behavior with greater accuracy. These technologies support improved decision-making in areas including product recommendations, inventory planning, customer service, and targeted promotional strategies. As a result, retailers are able to strengthen customer engagement, improve satisfaction, and enhance operational efficiency across both online and offline retail channels. Despite these advantages, the growing adoption of AI in retail marketing also raises several ethical and governance challenges. Issues related to algorithmic bias, misuse of consumer data, privacy protection, and the lack of transparency in automated decision-making systems remain major concerns among researchers, businesses, and policymakers. If these concerns are not addressed effectively, they may reduce consumer trust and limit the long-term acceptance of AI-driven retail solutions. This paper reviews existing academic literature and current industry practices to examine the opportunities and challenges associated with AI adoption in retail marketing. The study highlights how AI can drive innovation, enhance marketing strategies, and support competitive advantage for modern retailers. At the same time, it emphasizes the need for responsible AI implementation that prioritizes ethical standards, fairness, and consumer trust. The paper also identifies potential directions for future research focusing on governance frameworks, transparency, and sustainable AI integration in retail environments.
Artificial Intelligence, Retail Marketing, Personalization, Consumer Behavior, Algorithmic Bias, Data Privacy, Digital Retailing.
Digital Platform Preferences and Engagement Patterns in Semi-Rural Karnataka: A Study
Digital marketing has already entered the education sector due to the proliferation of internet access and mobile technology, which offer scalable, cost-effective and targeted means of communication. As the internet is widely and easily available in rural areas, educational institutions can leverage digital marketing there as well. Objectives: The current study examines the digital platform preferences &amp; engagements of SSLC/ 10th students studying in rural and semi-urban areas. Try to determine their preferred digital platform, the type of digital content they prefer, their linguistic comfort level on digital platforms, and the communication channel they commonly use, so the insights can be applied to digital marketing. Methodology: Purposive Sampling with Full Enumeration (Census) for School Students, and statistical crosstabulation is conducted across three schools having different management/financing types, affiliation boards and medium of instruction. Results &amp; Analysis: Most students revealed that YouTube and WhatsApp are their go-to digital platforms, with Google Search close behind. Students are most drawn to videos, followed by testimonials and infographics. Around 89.61% stressed the importance of regional languages, saying they feel more comfortable when content is presented in Kannada. Conclusion: Digital marketing in education can be effectively implemented in rural areas considering the insights from the target audience.
digital marketing, digital platform, language preference, digital content preference, communication channel, rural schools, semi-urban.
Empathy in Industry 5.0: Humanizing Business Through Customer-Centric Marketing and Branding
Industry 5.0 represents a significant transition from automation-centered industrial models to human-centric, sustainable, and inclusive practices that emphasize collaboration between humans and advanced technologies such as artificial intelligence, robotics, and IoT. Unlike previous industrial paradigms focused primarily on efficiency and productivity, Industry 5.0 seeks to balance technological innovation with human values. A key dimension of this transformation is empathy, which enables organizations to humanize technology-driven processes and build meaningful relationships with customers and stakeholders. Empathy plays a pivotal role in customer-centric marketing, branding, and consumer engagement by helping organizations understand and respond to the emotional, cognitive, and behavioral expectations of consumers. Despite its importance, limited research has explored structured frameworks for systematically integrating empathy into Industry 5.0 strategies, particularly within marketing and branding contexts. To address this gap, the present study adopts a mixed-method approach, combining quantitative surveys and qualitative interviews with consumers and industry professionals, along with secondary data from existing literature and case studies. Statistical analysis identifies patterns in consumer perceptions, while thematic analysis highlights how empathetic practices shape brand experiences. The findings reveal that empathy-driven strategies significantly enhance customer satisfaction, loyalty, and brand value while promoting ethical and sustainable business conduct. The study proposes a practical framework for empathy-centered marketing, offering actionable guidance for organizations seeking responsible growth in the Industry 5.0 era.
Industry 5.0, Empathy, Human-Centric Technology, Customer-Centric Marketing, Branding, Consumer Engagement, Humanizing Business, Sustainable Innovation
A STUDY ON SOCIAL MEDIA AND MARKETING STRATEGIES OF FITSPIRE COMPANY
The rapid expansion of digital technologies has transformed traditional marketing practices, compelling brands to adopt social media–driven strategies to remain competitive. This study examines the role of social media and marketing strategies adopted by Fitspire, an emerging Indian wellness and nutrition brand. The research is based on a qualitative descriptive approach supported by internship-based observations and secondary literature. The study analyzes how Fitspire leverages platforms such as Instagram, YouTube, and e-commerce channels including Amazon and Flipkart to enhance brand visibility, consumer engagement, and loyalty. Particular emphasis is placed on influencer marketing, content formats, campaign execution, and integrated communication strategies. Findings reveal that micro and mid-tier influencers generate higher engagement and credibility compared to macro influencers, highlighting the importance of authenticity over reach. Dynamic content formats such as reels and stories outperform static posts in driving interaction and follower growth. Festive campaigns, product launches, and educational posts further strengthen emotional connection and brand recall. The study also identifies operational challenges such as influencer coordination and limited access to advanced analytics. Overall, the research concludes that Fitspire’s digital-first, influencer-led strategy significantly contributes to brand positioning and community building in the competitive nutraceutical market. The findings offer practical insights for marketers seeking to optimize social media strategies in the health and wellness sector.
Social Media Marketing; Influencer Marketing; Digital Branding; Content Strategy; Consumer Engagement; Wellness Industry; E-commerce Integration
Key Strategies for Enhancing Afghanistan’s Gross Domestic Product Growth: Analysis of Internal and External Influential Factors
This study aims to examine the internal and external factors affecting the growth of Afghanistan’s Gross Domestic Product (GDP). A mixed-method approach, combining quantitative and qualitative techniques, was employed. Data were collected through questionnaires distributed to 91 employees from the Ministry of Economy, the National Statistics and Information Authority, universities professors, and analyzed using SPSS software. The reliability coefficient of the questionnaire, measured by Cronbach’s alpha, was 0.816, indicating good reliability and high confidence. The Friedman test revealed a statistically significant difference in respondents’ views on the impact levels of various factors, with a Chi-square value of 397.776 and a significance level (Sig.) of 0.000 (p < 0.05). Furthermore, this research proposes a conceptual model categorizing internal and external factors into four key dimensions: capacities, internal barriers, opportunities, and external threats. This model offers an analytical and policy-oriented framework for economic growth in the fragile context of Afghanistan. Results indicate that among the examined factors, internal elements, such as increased domestic investment, infrastructure development, skilled human resource enhancement, and strengthening of industrial and agricultural sectors, have the most significant impact on economic growth. Based on the findings, sustainable economic growth requires government focus on developing internal capacities, structural reforms, and private sector support.
Afghanistan, gross domestic product, growth, investment , Sustainable Development
A Thorough Analysis of How Corporate Social Responsibility Affects Consumer Behavior
Corporate Social Responsibility (CSR) has transitioned from being a marginal concern to a core element of business strategy, playing a crucial role in shaping consumer attitudes and behaviors. This review draws from a wide range of scholarly work and empirical evidence to explore the effects of CSR activities on consumer perception, buying behavior, brand commitment, and customer advocacy. Through the inclusion of quantitative findings and illustrative case examples, the study examines the complex interplay between CSR and consumer responses, offering valuable guidance for companies seeking to align their practices with the expectations of ethically aware consumers. This comprehensive review brings together a wide array of scholarly research, theoretical models, and empirical evidence to explore the diverse ways in which Corporate Social Responsibility (CSR) influences consumer behavior. It examines how key CSR components – such as sustainability initiatives, fair labor practices, community involvement, and corporate transparency – shape consumer trust, emotional engagement, and long-term loyalty to brands. The study further integrates statistical data and real-world examples to demonstrate how effective CSR strategies can boost consumer interaction and drive business success. By uncovering the psychological and behavioral drivers behind consumer reactions to CSR, the review offers strategic guidance for marketers, business leaders, and policymakers seeking to embed ethical practices within their organizational framework. The analysis highlights the increasing necessity for companies to align their values with those of socially conscious consumers to gain a competitive edge, build a positive brand image, and support long-term, responsible growth in today’s value-driven market landscape
Copyright (c) 2025 NOLEGEIN-Journal of Global Marketing
7 Changes Marketers Should Make Paid Media Marketing In 2025
Paid advertising has been around as long as commerce itself. Ancient Egyptians shared promotional messages and posters on papyrus, and archaeologists have uncovered commercial advertisements in the remnants of Arabia and Pompeii. Throughout the annals of trade, companies have invested in promoting their messages, drawing in more customers, and staying a step ahead of their rivals. However, through the ages, paid advertising has faced challenges as markets transformed and consumers changed. In the contemporary marketplace, paid advertising remains a fundamental aspect of any thriving business marketing agenda, yet it is no longer the straightforward customer acquisition strategy it once was. In the current business climate, organizations that skillfully utilize paid advertising enjoy considerable rewards – high-quality leads, enhanced brand visibility, community engagement, and a distinct advantage over their competitors. Nevertheless, as we will explore later in this article, achieving success in paid advertising is more than simply pouring money aimlessly into paid channels. Success in paid advertising stems from comprehending what it entails, how it functions, when it should be deployed, and with whom to collaborate, all of which we delve into in this guide to paid advertising. That said, as we will uncover in this article, true success in paid advertising requires far more than indiscriminately spending on different channels. With a wide range of platforms—spanning search engines, social media, streaming services, and influencer-driven campaigns—having a well-defined strategy has become essential
The Future of Electric Mobility in India: Insights from Tata Motor’s Journey
This report presents a comprehensive analysis of Tata Motors’ marketing strategy for its Electric Vehicle (EV) segment, focusing on the five-year period from 2020 to 2024. As the global and Indian automotive industries shift toward sustainable mobility, Tata Motors has positioned itself as a pioneer and leader in India’s EV market. The report explores key strategic pillars, including market research and segmentation, product positioning, pricing strategy, promotion and communication tactics, and a digital first approach. It also examines Tata’s focus on dealer training, charging infrastructure, after sales service, CSR initiatives, and the integration of monitoring and feedback systems to ensure continuous improvement. Backed by ad strong commitment to sustainability and ecosystem development, Tata Motors has successfully leveraged its group synergies (with Tata Power, Tata Chemicals, etc.) to offer a holistic EV ownership experience. The company’s EV sales surged from just over 4,000 units in 2020 to nearly 69,000 units by 2023, reflecting rapid adoption and customer trust. This report concludes by emphasizing Tata’s readiness to lead the next phase of electric mobility in India and outlines how its strategic blueprint can serve as a model for future EV market entrants. This report concludes that Tata Motors is well-positioned—both strategically and operationally—to spearhead the next stage of electric mobility in India, even as the market becomes more competitive with the arrival of domestic and international automakers. Capitalizing on its early-mover advantage, diversified product portfolio, strong digital engagement, and integrated ecosystem strategy, the company has established a framework that future EV market entrants can look to as a benchmark. More than just manufacturing vehicles, Tata Motors has reimagined the role of an automobile company in a sustainable era, successfully aligning financial growth with customer-centric innovation and environmental responsibility.
Understanding the Consumer Mindset: Key Behavioral Drivers of Patola Apparel Sales in Surendranagar
Patola, a handwoven silk textile from Surendra Nagar, Gujarat, holds immense cultural and economic significance. This research paper examines the mindset and behavioral factors that impact the sales of patola apparel, specifically single ikat patola sarees, in the region of Surendra Nagar. By examining psychological, social, cultural, and economic factors, the study reveals the underlying motivations that drive consumer preferences. By utilizing a mixed-methods approach that includes surveys, in-depth interviews, and secondary data analysis, the study uncovers the intricate relationship between heritage appeal, quality perception, social status, and modern marketing strategies in influencing sales. The results offer practical guidance for artisans, wholesalers, policymakers, and marketers to improve market visibility, preserve traditional craftsmanship, and expand the reach of patola worldwide. This research adds to the existing body of knowledge on consumer behavior in traditional textile markets and provides a framework for revitalizing heritage crafts in modern markets. The study emphasizes the crucial influence of heritage value, perceived product quality, social status, and innovative marketing approaches on consumer preferences and sales outcomes. It also explores the challenges artisans encounter in maintaining traditional craftsmanship while responding to modern consumer expectations, competitive pricing pressures, and the presence of mass-produced alternatives. The insights gained from this research provide practical guidance for artisans, wholesalers, policymakers, and marketers to improve market visibility, safeguard traditional skills, support sustainable livelihoods, and broaden the global appeal of patola textiles. By adding to the body of knowledge on consumer behavior in heritage and traditional textile markets, the study offers a strategic framework for revitalizing cultural crafts, ensuring heritage preservation, and incorporating traditional artistry into contemporary marketplaces. Overall, the research highlights the complex relationship between cultural conservation, consumer behavior, and marketing strategies in sustaining both the legacy and economic sustainability of patola weaving.
Your Portfolio, Your Passport: Navigating the Global Design Job Market
The portfolio provides industrial and product design professionals with career opportunities and further professional development in the field of competition. This research discusses the relevance of professional and diverse portfolio building for presenting creativity, technical skills, and problem-solving aptitudes to potential employers. In addition to a gallery of previous works, a portfolio should demonstrate a designer's approach to creating ideas or upgrading designs, as well as the design thinking process that fills a gap between style and usability. Some of the matters discussed pertain to the best practices of portfolio use, the choice of projects to include, the narrative focus, and high visual and presentation quality. This paper has identified the customization trends to the specific requirements of a job and the need to adapt the service to the online environment, which is crucial in differentiating between the providers' capacity providers in this line. Moreover, the paper also looks at various drawbacks that designers encounter, including quality versus quantity, changes in technologies, and updating portfolios to reflect market changes. This paper identifies educational institutions and professional networks as important sources of critique, projects, and mentorship in the portfolio's construction. It is not only for finding the first job but also for a life portfolio, recognition in the specific industry, and interdisciplinary fields. This paper explains how strategic creation and management of a portfolio can help designers in the global job market achieve credibility, innovation, and a long-term career in design.
Marketing Communication: A Descriptive Analysis of Cardinal Elements
Marketing communication has experienced a profound transformation with the advancement of modern technology. Continuous innovations have reshaped marketing strategies, allowing companies to enhance their mass marketing techniques. Organizations globally invest significant resources in understanding the complexities of mass marketing, which involves strategically promoting products to a wide audience. Consequently, businesses have developed impactful advertising campaigns through mass media channels. Companies consistently allocate substantial budgets to advertising, leveraging mass communication to engage an extensive customer base. Organizations globally invest substantial resources in understanding the complexities of mass marketing, strategically promoting products to a wide audience. Consequently, businesses have developed impactful advertising campaigns through mass media channels, consistently allocating substantial budgets to advertising and leveraging mass communication to engage an extensive customer base. This study examines these developments through the lens of decision theory and analysis, exploring how artificial intelligence and knowledge engineering contribute to more effective marketing strategies. It also investigates the application of operations research techniques in finance and marketing, including data mining and performance measurement, to optimize marketing efforts. Additionally, the research delves into the role of manufacturing and operations theory in the context of marketing, assessing how continuous manufacturing and process monitoring can influence product availability and, subsequently, marketing strategies. The study further explores operation models in services, such as digital twins and demand-responsive transport, to understand their impact on customer engagement and satisfaction. By integrating these diverse aspects, the research aims to provide a comprehensive understanding of how modern technology and operations research contribute to the evolution of mass marketing strategies. Sources This study examines these developments through the lens of decision theory and analysis, exploring how artificial intelligence and knowledge engineering contribute to more effective marketing strategies. It also investigates the application of operations research techniques in finance and marketing, including data mining and performance measurement, to optimize marketing efforts. Additionally, the research delves into the role of manufacturing and operations theory in the context of marketing, assessing how continuous manufacturing and process monitoring can influence product availability and, subsequently, marketing strategies. The study further explores operation models in services, such as digital twins and demand-responsive transport, to understand their impact on customer engagement and satisfaction. By integrating these diverse aspects, the research aims to provide a comprehensive understanding of how modern technology and operations research contribute to the evolution of mass marketing strategies.
Advancing SDG-13: Implementing SDG-13 Through Policy, Knowledge, and Global Frameworks
Goal 13 of the Sustainable Development Agenda (Climate Action) is concerned with the critical global issue of climate change by promoting effective strategies for both mitigation and adaptation. This paper explores climate change's growing consequences on global economies, communities, and environmental systems. We analyze the critical relationship between human-induced greenhouse gas emissions and unprecedented climate events, including extreme sea levels, changing weather patterns, and shifting temperatures. With projections indicating a potential 3°C increase in global average surface temperature during the 21st century, our analysis emphasizes the immediate need for intervention. The study explores current climate trends, evaluates their socio-economic implications, and highlights the importance of prompt action in preventing further environmental degradation. Our findings underscore the necessity of implementing robust climate policies and international cooperation to address these challenges effectively, while considering regional variations in climate impact and adaptation capabilities. Furthermore, we evaluate the efficacy of current climate policies, global accords like the Paris Agreement, and new developments in carbon capture, renewable energy, and sustainable development. In order to expedite climate action, the report emphasizes the critical need for all-encompassing and cooperative activities, including grassroots movements, business sector involvement, and stronger governmental regulations. It emphasizes how crucial it is to develop regional adaptation plans that are suited to particular environmental and socioeconomic circumstances. The effects of climate change will worsen if nothing is done, endangering long-term sustainability and world stability. Our findings urge swift, evidence-based policy changes and enhanced global collaboration to slow down climate change and increase resilience to its negative impacts.
Social Media in India: A Comprehensive Analysis with Marketing Perspectives
This paper explores the evolution, impact, and future trends of social media in India, with a specific focus on marketing perspectives. It examines how social media platforms have influenced communication, culture, politics, and economics within the country. The study includes a literature review, analyzing various scholarly articles and reports on social media's role in Indian society. Additionally, it discusses the challenges and issues associated with social media, such as misinformation, privacy concerns, and cyberbullying. Finally, the paper offers insights into the future landscape of social media in India. The study emphasizes how social media has emerged as a vital tool for targeted advertising, customer interaction, and brand development from a marketing standpoint. It talks about creative tactics used by Indian companies to use these channels to advertise goods and services, such as influencer marketing and locally relevant content. The study also discusses the particular difficulties that come with using social media in India, like the dissemination of false information, invasions of privacy, and cyberbullying, which might negate its positive effects. The study also assesses how technical developments and regulatory frameworks can help address these problems. The study provides insights into upcoming trends that are anticipated to propel India's social media evolution in the coming years, including the growing use of augmented reality, artificial intelligence, and regional language content
Evaluating the Value Relevance of Digital Marketing Adaptation to Firm Performance
Digital marketing has emerged as a vital tool for businesses looking to improve their overall performance, consumer engagement, and visibility in the current business climate. This study assesses how adopting digital marketing can improve IT consulting organizations' performance. IT consulting firms must adjust digital marketing tactics like social media, search engine optimization (SEO), and online advertising as businesses rely more and more on technology to interact with their clientele in order to remain competitive. This study investigates the ways in which these tactics support IT consulting firms' expansion, brand awareness, and customer satisfaction. Businesses can improve their business success by using digital platforms to demonstrate their skills, reach a wider audience, and draw in new clients. According to the research, digital marketing tactics have a big influence on the development of IT consulting companies and their capacity to successfully compete in the fast-paced technology industry. The significance of digital marketing as a crucial instrument for company performance in the digital era is shown by this study. The study examines the many advantages that digital marketing offers IT consulting companies, especially in light of the quickly changing technological world. These businesses are well-positioned to stay competitive and relevant in the dynamic marketplace thanks to their capacity to measure the success of marketing efforts, target certain audiences using data-driven approaches, and quickly adjust to new trends. IT consulting companies can obtain a competitive advantage, set themselves apart from rivals, and eventually improve customer satisfaction and corporate success through digital marketing.
Creating Powerful Digital Marketing Plans to Boost Lead Generation and Brand Engagement in B2B Markets
This study finds what digital marketing strategies are best and most efficient in B2B brand engagement and lead generation, considering unique needs and behaviors in the B2B clientele. This research, adopting a qualitative approach, examines the existing strategies and their effectiveness on brand engagement and lead generation through semi-structured interviews with 20 firms. Key trends, challenges, and best practices were identified using thematic analysis of data obtained, giving a wide outlook on B2B digital marketing. This research is complemented by an extensive literature review that provides a theoretical framework, contextualizing the findings of the present study within the existing models of digital marketing. Perhaps the greatest value of this study is in considering the development of the marketing performance model for the B2B organization while specially focusing on the peculiar market dynamic and customer behaviors usually remaining unnoticed in B2C-driven research. These findings provide insights on how to optimize marketing activities, attract customers, and increase ROI. This research is a goldmine for digital marketers, researchers, and professionals in their quest for innovative strategies that guarantee growth and improvement
Behavioral Insights into Sustainable Consumer Choices
The increasing urgency of addressing environmental challenges has brought consumer behaviours into focus as a critical lever for fostering sustainability. Insights from psychology and behavioural economics shed light on how individuals make choices, often revealing a "value-action gap"—the discrepancy between sustainable intentions and actual behaviours. While many consumers express a preference for eco-friendly products, factors like cost, convenience, and limited information often deter them from making sustainable purchases. One impactful strategy to bridge this gap involves nudges—subtle interventions that guide consumers toward sustainable decisions without limiting their choices. For example, displaying carbon footprint labels on products or making green energy plans the default option can significantly influence purchasing behaviours. Additionally, social norms hold considerable sway: when individuals observe peers adopting eco-friendly habits, they are more inclined to follow suit. Loss aversion, another powerful behavioural principle, can also drive change. People tend to prioritize avoiding losses overachieving equivalent gains. Emphasizing the negative consequences of unsustainable practices—such as increased waste or higher long-term costs—can motivate consumers to opt for greener alternatives. Furthermore, simplifying decision-making through clear and accessible information reduces cognitive overload, making sustainable choices more attractive and attainable. To maximize the effectiveness of these strategies, businesses and policymakers must consider the specific cultural, economic, and psychological contexts of their target audience. Tailored interventions that account for these variables can create environments where sustainable behaviours become the easier, more intuitive option. By embedding behavioural insights into policies and practices, individual actions can align more closely with global environmental objectives, paving the way for a more sustainable future.
A STUDY ON PROMOTING OPERATIONAL EXCELLENCE & SUSTAINABILITY IN WOMEN ENTREPRENEURAL VENTURES
The unique dynamics of today's environment have greatly encouraged women entrepreneurs to focus on delivering unique value-added performance through innovations to boost competitiveness, which is increasingly important for all organizations focused on operational excellence. Like Agile, innovation and a solid strategy to support it allow firms to move from being like their competitors and stay in the centre of the pack to continuously adapting and changing. Developing an innovative attitude inside any firm is undoubtedly essential to its success and further expansion. This essay focuses on the essential skills required of female entrepreneurs in order to foster innovation and creativity by using their skills to seize chances. Additionally, the study clarifies the internal and exterior settings. This essay focuses on the essential skills required of female entrepreneurs in order to foster innovation and creativity by using their skills to seize chances. The study also sheds light on how a company's internal and external settings directly affect sustainable innovation for women entrepreneurs, drawing important conclusions from the data and offering insightful recommendations in response. The study also makes clear the external and internal environments that affect women entrepreneurs' ability to innovate sustainably. It makes meaningful inferences from the data and provides enlightening suggestions. Through an awareness of the ways in which a business's internal and external settings impact sustainable innovation, this research identifies the critical skills required for female entrepreneurs to succeed in a global marketplace. It also discusses the obstacles that female entrepreneurs must overcome and offers solutions to do so, assuring the expansion and long-term viability of their businesses. The results highlight that long-term success requires an inventive attitude, good communication, and intelligent decision-making
Copyright (c) 2024 NOLEGEIN-Journal of Global Marketing
Market Reactions to the 2024 Lok Sabha Election: Analysing Nifty 100 Volatility and Trends Pre- and Post-Election
The Nifty 100 Index, part of the National Stock Exchange of India (NSE), represents the top 100 large capitalization companies listed on the exchange. It includes the Nifty 50 stocks and another 50 large cap stocks, covering various sectors of the Indian economy. The index aims to provide investors with a benchmark that measures the market performance within the economic environment in India and the investment opportunities that exists. The 2024 Lok Sabha election results created significant turbulence in the Indian stock market, deviating sharply from exit poll predictions of a landslide victory for the NDA. However, preliminary trends suggested a very stiff competition between the NDA and the I. N. D. I. A. alliance. The study seeks to investigate the impact of the election outcomes on the performance of the Nifty 100 index in the period of the election. This paper helps to fill the existing gap in the literature regarding the relationship between political events and stock market activity in India, and the implications of electoral uncertainty for stock market performance. The findings of the study reveal enhanced volatility and significant fluctuations in the Nifty 100 index both before and after the election, enhancing the market sensitivity to political developments. The study contributes to the understanding of the interplay between political events and stock market dynamics in India, offering insights for investors and policymakers regarding market behaviour in response to electoral uncertainty. The study highlights the necessity for strategic planning and risk management for market participants in politically volatile periods.
A case study in Karnataka focusing on green marketing of farm stays
In the past ten years, agritourism, often known as green tourism, has grown in popularity in India. "Green tourism" is a broad approach to adopting and advancing sustainable tourism practices. The cornerstone of green tourism is the protection and upkeep of natural resources. Businesses nowadays are becoming increasingly aware of the significance of integrating sustainable practices into their day-to-day operations. Companies are promoting the "greenness" of their products to stand out from the competition and draw in a certain clientele. Being environmentally responsible and greenwashing are not the same thing. Being green is part of the company's basic principles and mission. Over time, greenwashing has a negative impact. The creation of environmentally friendly infrastructure and sustainable lodging are vital to green tourism, and the cornerstones of any strategy should be awareness and education campaigns. In an effort to escape the stress of city living, more urbanites are looking for sanctuary farmsteads. They can travel simply and in small groups thanks to agritourism, which also gives them the chance to experience farm life, learn about rural living, sample natural food, relax, and get healthier. For agritourism initiatives to be viable, they must grow in size and attract more visitors. They can take advantage of the move toward eco-friendly marketing to reach a wider audience. Customers and agritourism business owners provided input for this case study. In order to comprehend service design, marketing strategies, profitability, pricing, industry landscape, rivalry, and growth strategy, interviews were conducted.
Analysis on Investors Awareness and Perceptions towards Digital Assets in Bangalore City
The emergence of digital assets like blockchain technology and cryptocurrencies has drawn a lot of interest lately. The conventional financial sector has been upended by these digital assets, which provide investors with new investing options. This study aims to evaluate Bengaluru city's investor perspective and awareness of digital assets. This research study explores the awareness and perception of investors in Bengaluru City towards digital assets. It delves into existing research on factors influencing investor understanding, attitudes, and behavior related to cryptocurrencies and other digital assets. To review the awareness among investors survey questionnaires are used. In those 125 respondents have responded. Then the data was analyzed and interpreted using chi-square statical tool. The findings suggest that most of the respondents are aware of digital assets, but they lag in the knowledge of its usability. Only few respondents agreed that Digital assets has a future in India. It is the duty of the Government and crypto agencies to enhance its usage in India for safe and secure use of this virtual currency. This study explores the body of research on the variables affecting investor knowledge, perceptions, and actions about cryptocurrencies and other digital assets. The study offers insights that could guide strategies for enhancing investor education and policy development, ultimately promoting the growth and stability of Bangalore City's digital assets market. It does this by identifying important areas of misconceptions and knowledge gaps.
A STUDY ON FINTECH AND ITS IMPACT ON SUSTAINABLE DEVELOPMENT OF GREEN BANKING
A study has been conducted on Fintech and its impact on sustainable developments of green banking. The purpose of this project report is to understand the impact of fintech in sustainable developments of green banking. The survey was carried out with the use of a questionnaire to acquire primary data from potential users in rural area. Then, from the study of literatures, to assess and analyze the previous works, what research have been carried out in the past, how the researchers have analyzed the subject, what sort of research have been performed, what have been formalized and how can these be useful for further studies has been noted down. Thus, it is essential for every researcher to look into the previous research to analyze what has been identified and how this could help to perform the present research. FinTech services have become a trend in the banking industry. As a result, the financial sector is continuously transitioning from a cash-based system to a more comfortable and safe cashless system, especially online banking services which has become essentially important for all the customers.
Effect of Globalisation on MSME: Challenges & Implementation of Policies for economic development
This research article explores the impact of globalization on Micro, Small, and Medium Enterprises (MSMEs), focusing on the challenges they meet the implementation of policies aimed at fostering their economic development. Globalization has presented MSMEs with both opportunities and challenges, including increased market access and technological advancements, as well as heightened competition and regular complexities. Through a comprehensive review of literature and empirical data, this study examines the effects of globalization on MSMEs, including shifts in market dynamics, supply chains, and consumer preferences. Additionally, it analyses the challenges faced by MSMEs in adapting to globalized markets, limited access to finance, skills shortages, and compliance burdens. Furthermore, the article evaluates the effectiveness of policy interventions, including trade facilitation measures, capacity-building initiatives, and support for innovation and technology adoption, in addressing these challenges and promoting MSME growth within the context of globalization. By supplying insights into the dynamics of globalization and its implications for MSMEs, this research aims to inform policymakers, researchers, and stakeholders involved in fostering MSME development and sustainable economic growth. Over the past fifty years, the Micro, Small, and Medium Enterprises (MSME) sector has evolved into a dynamic and vibrant part of the Indian economy. MSMEs not only significantly contribute to employment generation at a relatively lower capital investment compared to large industries but also facilitate the industrialization of rural and underdeveloped regions. This aids in mitigating regional disparities, ensuring a fairer distribution of national income and wealth. Additionally, the process of globalization, an inevitable aspect of human history, has continually brought the world closer through the exchange of goods, information, employment opportunities, knowledge, and cultural exchange
Women's Empowerment and Mindset for Sustainable Economic Development
The objective of this study was to evaluate the participation of both Government Organizations (GOs) and Non-Government Organizations (NGOs) in promoting women's empowerment to foster sustainable livelihoods in rural communities. The study involved 240 self-help groups (SHGs) from three regions of the United AP (Telangana, coastal Andhra, and Rayalaseema) and 60 GO and NGO officials from three districts. The majority of respondents were middle-aged, with medium-level farming experience, income, awareness of Non-Renewable Resources (NRR) activities, and small land holding. They also had medium socio-political participation, mass media exposure, information seeking behaviour, and decision-making ability. The study found a positive and significant relationship between awareness of NRM, supportive environment, and participatory management, as well as farming experience, awareness, decision-making ability, working age, and attitude. The study also found a significant association between education levels and the nature of economic activities, but no significant difference was found between GO and NGO promoted women groups. The attitude scale's reliability was also confirmed, with all twenty statements having high internal consistency.
The Rise of India as A Global Leader: An Analysis of Economic, Cultural, And Diplomatic Strategies
Global power politics is a serious game for the countries which think and act big. Having some attributes of these dreaming countries, India belongs to the same nation-group that is continuously trying to increase its ability to get things done as a ``leading power". Running on the track of Vishwa guru this nation has achieved political victories and advanced its national goals by popularizing its unique cultural diplomacy wealth, like diaspora, yoga, Buddhism, etc. Additionally, India's Ministry of External Affairs has chosen to support a soft power matrix in order to successfully expand the nation internationally. This research paper highlights various activities of Government of India that has strengthen its global position. With the help of its rich history, which includes a sizable diaspora, customs like yoga and Buddhism, India has successfully projected its soft power on the international scene. The Ministry of External Affairs has been instrumental in coordinating India's diplomatic efforts, cultivating fruitful outreach programs to enhance the nation's reputation abroad. By means of a diverse range of initiatives that include cultural exchanges, economic alliances, and diplomatic missions, India has solidified its status as a major factor behind the creation of global discourse and policy. This study explores the wide range of initiatives the Indian government has done to strengthen its standing internationally. Through a detailed analysis of India's economic engagements, cultural diplomacy initiatives, and diplomatic methods, it offers valuable insights into the ways in which India has built its influence and become a prominent voice in the global arena.
New Education Policy Role in Worldwide Financial Trend
The New Education Policy (NEP) is a comprehensive framework introduced by governments to transform and revamp educational systems. This abstract explores the potential role of the NEP in shaping global financial trends. Education is a fundamental driver of economic growth and development, and the NEP's impact on education has significant implications for the global financial landscape. The NEP focuses on various aspects, including access, equity, quality, and skill development. By prioritizing access to education for all individuals, regardless of their socio-economic backgrounds, the NEP aims to empower a larger segment of the population with knowledge and skills. This increased access to education can lead to the emergence of a more skilled and productive workforce globally. The NEP places emphasis on quality education, promoting holistic and multidisciplinary learning experiences. Such an approach nurtures creativity, critical thinking, and problem-solving abilities among students. These skills are crucial for adapting to an ever-evolving global economy driven by technological advancements, innovation, and automation. The NEP's emphasis on quality education has the potential to produce a workforce that is better equipped to meet the demands of the modern financial industry. The NEP also recognizes the importance of skill development, promoting vocational education, and integrating industry-relevant training into the curriculum. By aligning education with the needs of the job market, the NEP fosters a skilled workforce that can contribute to economic growth and competitiveness. The development of specialized skills enhances employability and reduces skill gaps, positively impacting the financial trends of nations.