Author (s) :

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1). Dr. Tulsi Raval, Smt. KSN Kansagara Mahila Collage, Rajkot, Gujarat, India
2). Dr. Krishna Ashutoshbhai Vyas, R K University, Rajkot, Gujarat, India

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Sectoral lending, bank credit, credit-deposit ratio, economic growth, regression, India

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This paper analyzes sectoral trends in bank lending in India from 2019 to 2025, including forecasts, with an emphasis on their impact on broad-based economic growth. By examining the dynamic allocation of bank credit across agriculture, industry, services, and retail, and evaluating the performance of the credit-deposit ratio, the paper assesses how these indicators intersect with India’s development trajectory. The findings reveal a growing dominance of industrial and retail credit, reflecting the changing priorities and structure of India’s economy. Statistical methods, including trend, share analysis, correlation, and regression, are used to support key conclusions.

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Author (s) :

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1). Prof. Kinjal Thaker, Darshan Institute of Management, Rajkot, Gujarat, India
2). Dr. Dhaval Vyas, Darshan Institute of Management, Rajkot, Gujarat, India

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entrepreneurship, India, challenges, economic growth

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This research paper explores the multifaceted landscape of entrepreneurship in India, examining its historical roots, contemporary challenges, and evolving dynamics. Drawing upon a range of studies, the paper delves into key aspects such as the role of entrepreneurship in economic growth, the impact of management education, the rise of the Indian startup ecosystem, and the specific experiences of rural, female, and differently-abled entrepreneurs. The analysis highlights the diverse challenges faced by Indian entrepreneurs, including access to finance, navigating regulatory hurdles, and overcoming societal and cultural barriers. Simultaneously, the paper underscores the significant contributions of entrepreneurship to India's economic and social development, emphasizing its role in job creation, technological innovation, and inclusive growth. By examining these diverse perspectives, the paper aims to provide a comprehensive understanding of the entrepreneurial journey in India, offering valuable insights for policymakers, educators, and aspiring entrepreneurs alike.

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Author (s) :

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1). Prit Kavathiya, Darshan Institute of Management, Darshan University,, Rajkot, Gujarat, India
2). Dr. Rhuta Mehta, Darshan University, Rajkot, Gujarat, India

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Social media marketing, purchasing decisions, young consumers, digital platforms, Influencer Marketing, and decision-making.

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This research work scrutinizes the impact of social media marketing on the purchasing behavior of young consumers aged 18 to 30. With the growing acceptance of digital platforms, companies are increasingly utilizing social media to promote their products and services. Influencer endorsements, personalized ads, and user-generated content are key strategies that significantly influence consumer decision-making. This research employs a Blended research strategy, combining surveys and interviews to gather acumens into how the young generation interact with social media advertisements and how these situations influence their purchasing behavior. The data reveals that influencers have a strong influence on consumer decisions by fostering trust and emotional connections through genuine and engaging content. Influencer marketing, online reviews, and targeted advertisements are key factors in shaping the preferences and final purchasing choices of young consumers. Additionally, targeted ads that align with users’ interests further encourage buying decisions. User-generated content, such as reviews and testimonials, helps build trust and plays a key role in shaping consumer decisions. However, a smaller group of respondents opt for not buying products through social media because of worries about potential fraud, trust issues, and sceptical about the products’ quality. This study gives valuable insights for businesses looking to enhance their digital marketing strategies and understanding how social media marketing is shaping young consumers' decisions, companies can develop more effective campaigns, strengthen customer relationships, and boost brand loyalty. The study highlights the importance of authentic, relatable content in capturing the attention of younger audiences in the digital marketplace. This study gives valuable insights for businesses looking to enhance their digital marketing strategies and understanding how social media marketing is shaping young consumers' decisions, companies can develop more effective campaigns, strengthen customer relationships, and boost brand loyalty. The study highlights the importance of authentic, relatable content in capturing the attention of younger audiences in the digital marketplace.

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Author (s) :

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1). Dr. Dignesh Panchasara, Y. S. Arts and K. S. Shah Commerce College, Godhra, Gujarat, India
2). Dr. Umesh Rabari, Anand Commerce College, Anand, Gujarat, India

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Cyberbullying, Indian Teenagers, Cyber Cells

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Cyberbullying has emerged as a serious public health concern among Indian teenagers, exacerbated by rapidly expanding internet access. This study synthesizes key findings on prevalence, psychological and social consequences, contributory cultural factors, and existing mitigation strategies. Notably, cyberbullying exposure correlates with depression, anxiety, social withdrawal, physical symptoms, reduced academic performance, substance use, and—even—suicidal thoughts. Interventions pursued in India include government cyber cells, legal reforms, helplines, NGO initiatives, and institutional policies. Still, research gaps remain, particularly around effective prevention in cultural contexts. The paper concludes with recommendations for mental-health education, parental engagement, technology regulation, and future longitudinal studies.

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Author (s) :

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1). Akshita Aghara, Darshan Institute of management, Rajkot, Gujarat, India
2). Prof. Krishna Thakkar, Darshan Institute of Management, Darshan University, Rajkot, Gujarat, India

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Social media algorithms, consumer behavior, algorithmic personalization, digital marketing, consumer decision-making, user engagement

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This research paper looks at the increasing impact of social media algorithms on consumer behavior. As digital platforms like Facebook, Instagram, YouTube, and TikTok become essential for marketing and communication, their algorithms shape what users see, think, and buy. The study examines how personalized content recommendations, targeted ads, and influencer strategies influence consumer awareness, decision-making, brand loyalty, and impulse buying. Based on recent literature, the paper points out key gaps in research, such as the need for long-term impact studies, cultural comparisons, ethical issues, and digital literacy. The findings suggest that while algorithm-driven platforms improve marketing accuracy, they also raise concerns about privacy, content variety, and consumer choice. The paper ends with recommendations for ethical algorithm design, responsible personalization, and more interdisciplinary research to promote fair and informed digital consumption.

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Author (s) :

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1). Sandhya Kasundra, Darshan Institute of Management, Rajkot, Gujarat, India
2). Prof. Krishna Thakkar, Darshan Institute of Management, Darshan University, Rajkot, Gujarat, India

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Gen Z, Brand Expectations, Brand Loyalty, Digital Branding, Consumer Behaviour, Personalization

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This research paper examines how Generation Z, digital natives born between the mid-1990s and early 2010s, is changing brand expectations through their unique values, behaviors, and digital skills. In contrast to previous generations, Gen Z prioritizes genuineness, ethical consciousness, and tailored interactions with brands. Their purchasing choices are greatly influenced by ethical considerations, online interactions, influencer credibility, and value-driven connections. This paper analyzes existing literature, points out research gaps like the need for regional insights and psychological effects, and shares key findings about Gen Z’s expectations. By looking at successful brand strategies and new trends, the study gives practical suggestions for brands that want to engage with this important demographic. It concludes that meeting Gen Z’s changing expectations is crucial for brand relevance and for building long-term loyalty in a competitive digital market.

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Author (s) :

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1). Dr. Tushar Ajmera, Department of Management and Commerce, Noble University, Junagadh, Gujarat, India
2). Dr. Kajal Satani, Babasaheb Ambedkar Open University, Ahmedabad, Gujarat, India

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Artificial Intelligence, Education Technology, Adaptive Learning, Intelligent Tutoring Systems, Bibliometric Analysis, PRISMA Framework

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This bibliometric study examines global research trends in Artificial Intelligence (AI) in education from 2010 to 2025, using the PRISMA framework. Out of 368 publications, 30 high-impact studies were analyzed. Findings show AI’s growing role in adaptive learning, intelligent tutoring, predictive analytics, and AI-driven assessments, with strong potential to enhance engagement and efficiency. Key challenges include equity, ethics, privacy, and teacher readiness. The review emphasizes that AI should complement not replace educators, maintaining the human aspects of teaching while leveraging technological innovations for better learning outcomes.

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Author (s) :

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1). Mr. Javed S. Nathani, Darshan Institute of Management, Darshan University, Rajkot, Gujarat, India
2). Dr Navjyot Raval , Darshan Institute of Management, Rajkot, Gujarat, India

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Celebrity Endorsement, Congruency, Expertise, Attractiveness, Longevity, Likeability

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Celebrity endorsement is one of the most powerful strategies in modern marketing communication, widely adopted by major organizations to enhance brand image and consumer appeal. It refers to the practice of leveraging a well-known individual’s popularity and credibility for the promotion of a product or service. This study adopts a qualitative and exploratory research approach, supported by an extensive review of existing literature, to develop a conceptual framework for understanding the effectiveness of celebrity endorsements. The researchers can say from the findings that, key attributes influencing successful endorsements include congruency, flexibility, expertise, attractiveness, and longevity with likeability. Together, these elements shape the overall impact of a celebrity’s endorsement on how consumers perceive the brand and their likelihood to make a purchase.

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Author (s) :

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1). Prof. Viral Raval, Darshan Institute of Management, Rajkot, Gujarat, India
2). Dr Navjyot Raval , Darshan Institute of Management, Rajkot, Gujarat, India

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Human Resource Audit, hotel industry, Rajkot, HR metrics, hospitality HR, employee engagement, HRD, India

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Human Resource Audit (HRA) is a structured review of HR policies, practices, systems and outcomes to assess effectiveness, compliance, and strategic alignment. This paper examines HRA practices in the hotel industry of the Rajkot region (Gujarat, India). Using a mixed-methods empirical design, the study evaluates HR components including recruitment & selection, training & development, performance appraisal, compensation, employee relations, and HR information systems. The study indicates moderate overall HR effectiveness with particular strengths in recruitment and service training, and weaknesses in career planning, HR analytics and strategic HR alignment. The paper concludes with practical recommendations for hotel management, HR practitioners and suggestions for further research in the Rajkot hospitality sector.

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Author (s) :

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1). Mr. Ashish P. Chirodiya, Saurashtra University, Rajkot, Gujarat, India

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Liquidity, Defense Industry, Zen Technologies, Astra Microwave Products

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The present research endeavors to execute a comparative empirical investigation into the liquidity stance and solvency architecture of select corporations operating within India’s Defence industrial complex. The analytical horizon spans a five-year period, commencing from the fiscal year 2020–21 and culminating in 2024–25. Utilizing a non-probability purposive sampling approach, the study identified two preeminent enterprises—Zen Technologies Ltd. and Astra Microwave Products Ltd.—chosen on the criterion of net profitability ranking for FY 2024–25 within the Defence sector. For analytical rigor, an array of liquidity and solvency ratios was computed to discern the firms’ short-term financial elasticity and long-term fiscal resilience. The application of the t-test facilitated the statistical comparison of inter-firm financial performance. The inferential outcomes unveiled a significant differential in both liquidity and solvency parameters across the sampled entities. While Zen Technologies Ltd. exhibited a more agile and robust liquidity framework, Astra Microwave Products Ltd. demonstrated a comparatively superior solvency configuration. These findings accentuate the heterogeneity in financial management orientations even among the leading players within the Indian Defence manufacturing sphere.

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Author (s) :

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1). Dr. Aniruddha Sarkar, Department of Commerce, Netaji Mahavidyalaya, Hooghly, West Bengal, India

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Green Entrepreneurship, Sustainable Development, Social Responsibility and Government Initiatives.

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Sustainable economic development can be regarded as the most significant and reliable measure of national economic policies having good impact on the employment, income and wealth distribution, foreign earnings and overall economic well-being of the society to be more competitive with the global counterparts. To overcome the evil effects of environmental hazards and employment crisis that have been growing rapidly, green entrepreneurship (GE) came to light to survive and withstand in the present competitive market prevailing throughout the globe. This study aims to analyze the relationship between sustainable development (SD) and GE along with the relation among social, traditional entrepreneurship and government agencies for the growth and prosperity of India, the largest populating country having developing economy. The attentions of Indian markets have been switched to issues relating to climate change, SD and other environmental concerns in raising public awareness on green technologies to fulfil the long-term sustainable development goals (SDGs) of the economy. GEs aim to undergo profitable businesses in minimizing negative environmental impacts and promoting social well-being measured through the parameters of SDGs of Indian economy. The study suggests that in order to stimulate GEs, government needs to reform economic as well as environment policies along with organizing social programs to enhance the people’s awareness on the negative effects of present production and consuming practices towards social responsibility especially after the amendment of Companies Act, 2013.

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Author (s) :

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1). Dr. Yashpalsinh S. Zala, Cognikite Consulting Inc., Rajkot, Gujarat, India

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360-degree feedback, rating scales, management by objectives (MBO), and behaviorally anchored rating scales

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This study examines performance appraisal techniques used in the hotel industry with a focus on evaluating their effectiveness, employee perception, and impact on overall organizational performance. Employee performance is crucial to both customer satisfaction and business success because the hospitality sector is so focused on delivering exceptional customer service. The study examines assessment methods often used in hotels, such as rating scales, management by objectives (MBO), behaviourally anchored rating scales (BARS), and 360-degree feedback. Primary data was gathered through surveys and interviews with employees and HR specialists from certain hotels. The findings demonstrate that while most people concur that performance reviews are essential for employee development and motivation, issues like prejudice, a lack of transparency, inadequate feedback, and infrequent assessments commonly reduce their effectiveness. Many employees view the appraisal process as procedural rather than evolving. The study's conclusions indicate that for performance reviews in the hotel industry to be successful, they must be timely, equitable, consistent, and compliant with specific performance standards. It is recommended that appraisers receive further training, that goals be communicated more effectively, and that appraisals be combined with opportunities for professional growth in order to improve staff engagement and service quality.

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Author (s) :

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1). Mr. Rahil PriteshKumar Sanja, Dr. D. Y. Patil Vidyapeeth, Pune, Maharashtra, India

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Strategic Thinking, Real-Time Strategy Games, Managerial Decision-Making, Simulation Learning, Strategic Management

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Real-time strategy games are often seen as entertainment, but beneath their fast clicks and digital battle cries lies a powerful training ground for modern strategic thinking. This study set out to uncover how the intense decision-making, resource battles, rapid environmental shifts, and tactical mind games inside strategy video games mirror the pressures found in real-world boardrooms. The core objective of this paper was to show how these virtual battlegrounds shape strategic behaviour, sharpen analytical instincts, and strengthen mental agility required in today’s unpredictable business environment. By connecting game mechanics with strategic management theories, the study aimed to demonstrate that strategy games offer more than entertainment— they quietly coach players in the same strategic reflexes that decision-makers need in competitive corporate landscapes. The study used a purely conceptual and secondary-data approach. It analysed existing literature on strategic thinking, simulation learning, dynamic capabilities, and rapid decision-making. A clear pattern emerged from the review: the strategic mindset practiced in real-time games—such as planning several moves ahead, adapting to sudden threats, reallocating limited resources, and reading the opponent’s intentions—matched the skillset required for effective managerial strategy. These virtual worlds turned complex theories into living, experiential learning spaces that challenged the player at every move. The findings suggested that strategy video games could serve as unconventional yet powerful tools for leadership development. The study concluded that the battlefield mindset cultivated in these games holds significant relevance for boardrooms, offering managers a fresh and practical way to strengthen strategic intelligence.

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