The paper investigates the asymmetric effects of basic fiscal policy instruments on economic development in Nigeria between 1981 and 2022) by employing a Non-linear ARDL (NARDL) technique. The study reveals that government expenditure shocks in Nigeria can positively impact unemployment, stimulate economic activity, and reduce poverty, while negative shocks can lead to economic decline. However, long-term effects may diminish due to inefficiencies, corruption, and economic growth. The study also shows a negative correlation between government expenditure shocks and the Human Development Index, indicating suboptimal public spending efficiency. It is recommended that Nigeria can enhance youth employment, entrepreneurship, smallholder farming, microfinance institutions, and infrastructure development through various programs like the National Social Investment Programme.

Keywords: Asymmetric Effects, Fiscal Policy, Economic Development, NARDL and Nigeria.

Open innovation is crucial for business competitiveness (Chesbrough, 2003). As companies face internal resource constraints, they turn to collaborative approaches to drive innovation. However, most research focuses on large firms, leaving a gap in understanding open innovation in Moroccan SMEs. This article examines the key factors influencing its adoption and its impact on SME performance. A survey was conducted among 99 Moroccan SMEs using self-administered questionnaires via Google Forms. The collected data was analyzed using structural equation modeling, specifically the LISREL method.

Findings indicate that the adoption of open innovation is influenced by several factors, including knowledge of the concept, company size and age, ownership structure, strategy, and internationalization. Discussion : A positive correlation emerges between open innovation and SME performance improvement. SMEs perceive it as a means to strengthen their innovation processes and reputation, despite resource limitations. Open innovation presents a key opportunity for Moroccan SMEs. Its implementation enables them to overcome constraints and enhance their competitiveness.

Keywords: Open innovation, Moroccan SMEs, performance, external collaboration, LISREL, internationalization, strategy, resources.

This article explores the interconnected wisdom of Ayurveda and Dharmashastra, two foundational pillars of ancient Indian knowledge. While Ayurveda focuses on holistic health and well-being, and Dharmashastra outlines moral and legal duties, both stem from a shared Vedic worldview that emphasizes harmony between the individual and the cosmos. The systems converge in their practical guidance—such as routines, dietary habits, and ethical conduct—linking physical health with moral responsibility. Together, they offer a timeless framework for living a balanced, ethical, and purposeful life, especially relevant in addressing modern physical and societal challenges.

Adaptation to climate change, now an urgent necessity rather than a distant option, demands a management-oriented approach to address the vulnerabilities of poor communities facing intensifying climate hazards. This requires uniting four key communities: risk reduction, climate and climate change, environmental management, and poverty reduction, a cohesive framework with shared concepts like vulnerability, resilience, and livelihoods. A -bottom-up” strategy rooted in livelihood assets (natural, social-political, human, physical, and financial capital) emphasizes ecosystem management to reduce vulnerability while fostering resilience. Effective adaptation hinges on flexible, locally tailored processes, integrating these efforts into national development frameworks to harmonize poverty eradication and environmental management, tackling persistent environment-development challenges.

Keywords: Adaptation, Vulnerability, Resilience, Livelihoods, Ecosystem Management
JEL classification: Q54, Q56, Q57, O13

The purpose of this study is to improve understanding of how High-Involvement Human Resource Practices (HIHRP) relate to employee performance by creating and testing a detailed model based on the Ability- otivation- pportunity (AMO) framework. We surveyed 424 employees in the Indian service sectors and analysed the data using PLS SEM 4. We also employed a bootstrapping method to explore the potential significance of the relationships among the constructs. The current study found that using HIHRP based on the AMO model helps employees perform better, as all the ideas we tested were supported by data showing a positive connection between AEHRP (staffing and training), MEHRP (performance-based appraisal and compensation), and OEHRP (work design and participation) and employee performance. Our study contributes further evidence that the AMO framework offers a useful perspective on how HR systems can lead to improved employee performance. The practical implications indicate that organizations would benefit greatly from adopting a comprehensive, system-wide approach to HRM that encompasses all the AMO model dimensions. Finally, we outline the theoretical implications, limitations, and future pathways for research.

Keywords: High Involvement HR Practices, Employee Performance, AMO Model, Indian Service Sector, Human Resource Management

The rapid proliferation of gig-based service platforms has transformed from a once-novel technological advancement into a significant and complex structural shift in household economics, affecting consumer behaviour and market dynamics. This paper undertakes a thorough examination of the “Convenience Economy,” focusing specifically on its implications within the unique socio-economic context of Nagaland, India. It analyses how well-established global e-commerce platforms, such as Amazon, Flipkart, Firstcry, Domino’s Pizza and Myntra, compete with traditional bazaars that serve as vital community hubs, offering not only goods but also a sense of cultural identity and social interaction. Through a comprehensive mixed-methods approach that includes qualitative interviews and quantitative data analysis, the study identifies a phenomenon described as the “Convenience Trap.” This concept illustrates how consumers increasingly prioritise the immediate benefits of time-saving services and instant gratification, often at the expense of being price-sensitive. The results of the research indicate that, while global platforms demonstrate a commanding presence in key sectors such as electronics and logistics—facilitating rapid delivery and a wide range of product choices—social commerce, particularly through platforms like Instagram and WhatsApp, plays a crucial role as a trusted “high-trust” intermediary. This social commerce not only enhances customer relationships but also supports local entrepreneurs and artisans, thereby enriching the retail landscape in Nagaland and fostering a blend of modern convenience with traditional values.

Keywords: Gig economy, Digital platform, Nagaland, Consumer Behavior, Convenience economy.

Shopping behavior has changed significantly due to digital advancements, increased internet penetration, and smartphone usage. These changes have influenced how consumers purchase daily essentials, with online platforms offering greater convenience and accessibility. E-Commerce platforms such as Amazon, Flipkart, and BigBasket have become popular for their wide product range, competitive pricing, and reliable delivery. Recently, Quick Commerce (Q-Commerce) has emerged, focusing on ultra-fast delivery within 10–30 minutes. Platforms like Zepto, Blinkit, and Swiggy Instamart are gaining traction, especially in urban areas like Bengaluru, where time-saving is a key factor.

This study compares the factors influencing consumer decisions between Q-Commerce and E-Commerce for daily essential purchases. Key variables include delivery speed, convenience, pricing, product availability, discounts, and user experience. Data was collected from 200 respondents in Bengaluru using a structured questionnaire. A quantitative approach was adopted, applying statistical tools such as frequency, correlation, regression, and Chi-square analysis.

The findings indicate that Q-Commerce is preferred for urgent and time-sensitive purchases due to its speed and convenience, while E-Commerce is favored for planned purchases because of better pricing and wider choices. The study concludes that both models coexist, fulfilling different consumer needs in the evolving digital retail landscape.

Keywords: Q-Commerce, E-Commerce, Consumer Behavior, Digital Retail, Online Grocery, Delivery Speed, Convenience, Bengaluru.

The automobile industry has witnessed a growing emphasis on vehicle safety due to increasing road accidents and rising consumer awareness. Safety ratings provided by organizations such as Global NCAP and Bharat NCAP have become important indicators that help consumers evaluate the safety performance of vehicles before making purchase decisions. These ratings provide reliable and standardized information about crashworthiness, structural integrity, and safety features of vehicles. As a result, consumers are increasingly considering safety ratings as a major factor while selecting four-wheelers. The present study aims to analyze the impact of safety ratings on consumer purchase decisions with reference to four-wheelers. The research focuses on understanding consumer awareness of safety ratings, perception of vehicle safety, and the extent to which safety features influence buying behavior. The study adopts a single-method research approach involving data collection. Primary data will be collected through structured questionnaires from consumers in Bengaluru. The collected data will be analyzed using statistical tools such as percentage analysis and graphical representation in MS Excel. The findings of the study are expected to highlight the significance of safety ratings in consumer decision-making and provide insights for automobile manufacturers and policymakers to promote safer vehicles in the market.

Keywords: Vehicle Safety, Safety Ratings, Consumer Purchase Decision, Four-Wheelers, Global NCAP, Automobile Industry.

The rapid proliferation of digital platforms has fundamentally altered the architecture of service delivery systems in India, where the service sector constitutes more than fifty per cent of gross domestic product and traditional service supply chains have long been characterised by fragmentation, opacity, and inconsistent quality. This paper examines how digital platform-based companies — Urban Company, Zomato, Swiggy, and Ola -are restructuring service supply chains by displacing conventional intermediary structures and substituting them with technology-mediated coordination ecosystems. Drawing upon a qualitative conceptual research design and synthesising scholarship on platform economics, service supply chain management, service-dominant logic, disintermediation, and digital trust, the study develops a conceptual framework contrasting the traditional retailer-contractor-provider-customer chain with the emergent platform-based service ecosystem. A cross-platform commonalities analysis identifies the shared transformation mechanisms — algorithmic coordination, digital quality governance, scalable trust infrastructure, and dynamic supply-demand matching — through which each platform reshapes its respective service supply chain. The study argues that platformisation produces sophisticated reintermediation rather than simple disintermediation, and concludes with implications for practitioners, platform operators, and policymakers governing India’s rapidly evolving gig economy.

Keywords: Platform Economy; Service Supply Chains; Digital Intermediation; Reintermediation; Indian Service Sector; Gig Economy; Urban Company; Zomato; Swiggy; Ola; Service-Dominant Logic.

The increasing dominance of short-form video content has significantly transformed the digital advertising landscape, with Instagram Reels emerging as a key promotional tool for affordable fashion brands targeting young consumers. College students represent a digitally native, trend-sensitive, and price-conscious segment whose purchase decisions are strongly shaped by social media advertising. Despite growing managerial relevance, academic research examining the effectiveness of Instagram Reels advertising on purchase intention — particularly in the Indian affordable fashion context — remains limited.

This study integrates the Theory of Planned Behavior (TPB) (Ajzen, 1991), the Technology Acceptance Model (TAM) (Davis, 1989), and Advertising Effectiveness Theory (Ashley & Tuten, 2015) to examine how consumer attitude, ease of engagement, entertainment value, and informativeness jointly influence purchase intention toward affordable fashion brands. Drawing from TPB, the study investigates how attitude toward Instagram Reels advertisements shapes purchase intention. TAM adds a technological dimension by explaining how ease of engagement influences attitude formation. Advertising effectiveness theory contributes a content-based perspective by examining the role of entertainment value and informativeness on attitude.

A quantitative, cross-sectional research design was adopted using primary data collected from 120 college students in Bengaluru through a structured questionnaire employing five-point Likert scales. Statistical analyses including reliability testing (Cronbach’s alpha), Pearson correlation, and multiple regression with robust HC3 standard errors were conducted to test the proposed relationships. Key results reveal that informativeness (? = 0.302, p < 0.001) and ease of engagement (? = 0.385, p < 0.001) significantly shape consumer attitude, while attitude strongly and significantly predicts purchase intention (? = 1.560, p < 0.001, R² = 0.401). All constructs demonstrate strong internal consistency with Cronbach’s alpha values exceeding 0.85.

The study contributes theoretically by integrating behavioral, technological, and content-based perspectives into a unified framework for short-form video advertising research. Practically, it offers actionable insights for affordable fashion brands on designing Reels content that effectively converts consumer engagement into purchase intention. The findings align with India’s broader digitalization goals and the IEA 2025 theme of “Technology and Innovation as Growth Drivers in the Indian Economy.”

Keywords: Instagram Reels, Purchase Intention, Affordable Fashion Brands, Theory of Planned Behavior (TPB), Technology Acceptance Model (TAM), Advertising Effectiveness, Entertainment Value, Informativeness, College Students, Social Media Marketing.

This research examines consumer awareness, perception, and consumption patterns of sugar alternatives among 150 adult respondents in urban Ahmedabad. The study identifies key factors influencing consumer adoption, including health benefits, taste perception, price sensitivity, trust in product safety, and promotional influence, while analysing the role of demographic variables such as age, income, education, and health conditions. A quantitative descriptive research design was employed using a structured offline questionnaire, and data was analysed through descriptive statistics, frequency analysis, and the Chi-Square test. Findings reveal that while awareness is relatively high, regular usage remains moderate, indicating a gap between awareness and actual consumption. Health concerns and doctor recommendations emerged as the strongest drivers of adoption, while price sensitivity, taste dissatisfaction, and long-term safety concerns act as major barriers. The study concludes that wider acceptance requires improved taste profiles, transparent health communication, competitive pricing, and expanded retail availability.

Keywords: Consumer Awareness, Sugar Alternatives, Consumer Perception, Health Consciousness, Purchase Behaviour, Urban Ahmedabad.

Young people aged 18 to 35 now represent one of the most active and fastest-growing segments of retail investors globally, yet their investment decisions are disproportionately shaped by social dynamics rather than fundamental financial analysis. This paper examines the role of social proof — specifically Perceived Social Pressure (PSP) — in driving Herding Behaviour (HB) among young adult investors, and investigates the psychological mechanisms through which this influence operates. Drawing on social proof theory, dual-process theory, and prospect theory, the study proposes and tests four hypotheses linking PSP to herding behaviour directly and indirectly through two mediating mechanisms: Fear of Missing Out (FOMO) and Risk-Taking (RT). Survey data from 213 young adult investors aged 18–35 are analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The results show that perceived social pressure is a strong and significant predictor of herding behaviour both directly (? = 0.49, p < .01) and through its amplification of FOMO (? = 0.57, p < .01), which in turn drives herding (? = 0.16, p < .01). Social pressure also suppresses autonomous risk-taking (? = ?0.17, p < .01), which further increases susceptibility to crowd-following behaviour (? = 0.25, p < .01). The model explains 49% of the variance in herding behaviour (R² = 0.49), indicating strong explanatory power. Both FOMO and RT partially mediate the PSP–HB relationship, confirming that social pressure operates through emotional and dispositional channels simultaneously. These findings carry direct implications for the design of investor education programmes, the regulation of social media investment content, and the development of financial advisory approaches that account for the social and emotional drivers of young investor behaviour.

Keywords: herd behaviour; social proof; perceived social pressure; fear of missing out; risk-taking; young investors; investment decision-making; behavioural finance; PLS-SEM.

Product promotion through films has emerged as an effective strategy as audiences increasingly avoid traditional advertising due to media clutter. Films provide a platform to integrate brands into storylines, characters, and settings in a subtle and engaging manner.

This study examines the impact of product placement on purchase intention among college students, focusing on its effect on brand awareness, recall, attitudes, and buying behaviour. Primary data was collected using a structured Likert-scale questionnaire.

The findings indicate that well-integrated and contextually relevant placements enhance brand recall and positively influence consumer perception. While such promotions may not always lead to immediate purchases, they strongly impact the awareness and consideration stages of consumer decision-making. The study offers insights for marketers targeting young consumers through cinema-based promotions.

Keywords: Product Placement, Film Marketing, Cinema Advertising, Brand Recall, Purchase Intention, Consumer Behaviour.

This study examines the consumer perception and purchasing behaviour towards iD Fresh Food iD Parathas in the Bengaluru market. With the rapid growth of the ready-to-cook (RTC) food segment driven by urbanization and changing lifestyles, understanding consumer preferences has become increasingly important. The research adopts a descriptive research design and is based on primary data collected from 120 respondents through a structured questionnaire.

The study analyses key variables such as consumer awareness, brand recall, product perception, purchase behaviour, and satisfaction levels. The findings reveal a high level of awareness and strong brand preference for iD Parathas, primarily influenced by product quality, taste, and convenience. While the brand enjoys significant customer satisfaction and recommendation rates, a notable proportion of consumers exhibit conditional loyalty and are open to switching based on factors such as price and availability.

The study concludes that iD Parathas have established a strong market presence in Bengaluru; however, there is considerable scope for growth through product innovation, improved accessibility, and enhanced value offerings. The insights derived from this research can assist marketers in strengthening brand positioning and developing effective strategies in the competitive ready-to-cook food segment.

Keywords: Consumer Perception, Ready-to-Cook (RTC) Foods, iD Fresh Food, iD Parathas, Brand Awareness, Purchase Behaviour, Consumer Satisfaction, Brand Loyalty, Bengaluru Market, Food Marketing.

This study examines the determinants of consumer purchase intention toward organic skincare products and brands among women in Gurugram. With the increasing shift toward natural and sustainable products, the organic skincare market has experienced significant growth, driven by rising health consciousness, environmental awareness, and concerns regarding chemical-based formulations.

The primary objective of the study was to analyze the influence of key factors—namely awareness, product quality, price perception, and brand equity—on consumer purchase intention. The research adopted a quantitative approach using a descriptive research design. Primary data were collected from 150 female respondents aged 18 years and above through a structured questionnaire using convenience and purposive sampling techniques. Statistical tools such as descriptive analysis, ANOVA, and multiple regression were employed to interpret the data.

The findings revealed that while general awareness of organic skincare products was relatively high, deeper knowledge and the ability to differentiate between organic and non-organic products were limited. Product quality emerged as the most significant factor influencing purchase intention, followed by brand equity and price perception.

Consumers showed strong trust in established brands, although brand recall remained moderate. Price sensitivity was evident, with most respondents willing to spend between 500 and 2000 per month on organic skincare products.