2026-05-15T11:38:27Z https://scriptora.org/index.php/files/oai

oai:ojs.scriptora.org:article/1 2025-12-08T10:57:29Z files:ART

Social Media and Adolescent Identity Formation: A Psychological Perspective Dr. Bondu Raju Adolescent Identity Formation, Social Media Psychology, Self-Concept Development, Digital Youth Culture, Online Peer Influence Teenagers are at a very important stage in life, a stage of experimentation, testing themselves, at least, trying to find a self-identity that is reasonable. Social media in the recent years have become the new medium where youths engage in self-expression, peer comparison and social interaction. The paper outlines the impact of the use of social media on identity formation of the adolescents through the lens of psychology with references to the theories of developmental psychology, social identity and self-concept. The paper establishes how the Internet conditions are both facilitating and problematic to adolescents. On the one hand, platforms enable experimenting with different roles, connecting with other communities and obtaining immediate feedback that can improve selfesteem and a sense of belonging. Conversely, prolonged exposure to idealised images, peer surveillance on the Internet, and the obligation to uphold curated images may result in identity confusion, anxiety, and a susceptibility to external validation. The dual nature of social media is emphasised in its capacity to enhance social identity through group belonging, while simultaneously fostering individual differentiation. Additionally, the paper addresses the influence of cultural context, gender, and socioeconomic background on the methods by which adolescents participate in digital identity practices. The implications for parents, educators, and mental health professionals are examined, emphasising the need to promote critical digital literacy, resilience, and balanced online interaction. This literature review indicates that social media is neither inherently beneficial nor detrimental; its effects are contingent upon adolescents' engagement with the internet and their intended usage during the developmental process. According to the article's conclusion, we should encourage environments that are supportive, flexible, and reflective so that young people's identities can be shaped by the digital world. Paradox International Publications 2025-08-02 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/1 10.65579/sijri.2025.v1i1.01 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 1, Issue 1, August 2025; 1-9 3107-9334 eng https://scriptora.org/index.php/files/article/view/1/1

oai:ojs.scriptora.org:article/5 2025-12-08T10:57:29Z files:ART

Gamification in Virtual Classrooms: Enhancing Student Engagement through ICT Tools Mrs. Deepa Joshi Dr. Shraddha Bhandwalkar Gamification, Virtual Classrooms, Student Engagement, Information and Communication Technology (ICT), Digital Pedagogy, Online Learning, Educational Technology The increased adoption of the Information and communication technology (ICT) in the teaching-learning process has transformed the traditional teaching-learning processes, especially the virtual classroom. Gamification is one of these innovations and already become one of the tools that can be used pedagogically to maintain student motivation and enhance learning results. The paper will provide a summary of how gamification has been used in improving student interaction in the virtual learning settings in theory as well as in practice. Based on the constructivist and self-determination theory concepts, the analysis is conducted to determine whether the possibility to achieve the intrinsic motivation, co-operation, and persistence in online learning is possible using the components of a game: points, badges, leaderboard, and interactive challenges. The paper also concentrates on the applications of ICT that facilitate gamified experiences such as learning management systems which include in-built gamification capabilities, quiz-based applications and virtual worlds. The evidence of the case, provided under the circumstances of higher learning and school, suggests that gamification may be helpful in raising the level of attendance and attendance and the level of knowledge retention. In the meantime, such problems as overreliance on extrinsic rewards, inequality in access to the digital world, and the risk of distraction is also strongly judged. Based on the synthesis of the new results, the paper conjectures that the loss of engagement that is typically observed in online courses can be saved by applying a decent integration of gamification. It proposes a model that a teacher may use to construct gamified learning experiences that meet curriculum goals, assessment criteria and other learner needs. The analysis ascertains that gamification cannot be seen as an extension of the digital pedagogy but rather a game changer since it fundamentally alters the relationship between the students and the teacher in the ICT-mediated learning spaces. The future outlook also entails the necessity to conduct longitudinal studies on such an influence and the creation of open gamified services that could be used by learners with different socio-economic backgrounds. Paradox International Publications 2025-08-02 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/5 10.65579/sijri.2025.v1i1.02 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 1, Issue 1, August 2025; 10-18 3107-9334 eng https://scriptora.org/index.php/files/article/view/5/2

oai:ojs.scriptora.org:article/6 2025-12-09T08:48:41Z files:ART

Green Engineering: Designing Sustainable Infrastructure for Smart Cities P. Selvi Green engineering, sustainable infrastructure, smart cities, renewable energy, urban planning, resource efficiency The rapid 21 st century urbanization has increased demands to have smart cities, which are environmentally conscious and technologically oriented. The concept of green engineering provides a theoretical framework to come up with sustainable infrastructure that will result in minimal harm to the environment and will facilitate effectiveness, permanence and quality of life. According to the energy efficiency, sustainable materials, water management, waste minimization and low-carbon transportation systems, the ideas and practices of green engineering in the smart city development in this paper are implemented. The present paper concentrates on resource utilization and environmental footprints reduction of opportunities by identifying the current practices, case study and innovations that fall under the green design method including green building requirements, the incorporation of green energy, and green city planning. In addition, the paper summarizes the interaction between digital technologies, such as Internet of Things (IoT) and big data analytics and artificial intelligence and sustainable engineering practice to be able to monitor, predictively maintain, and adaptively manage urban systems. Such problems as financial stability, loopholes in policies and technological limitations are discussed, and possible solutions which involve a combination of regulatory frameworks, public- private associations and active involvement of the community. The findings reveal the significance of multidisciplinary collaboration among the engineers, urban planners, policymakers and the citizens in the achievement of sustainable urban development. With the environment in mind, the development and design of intelligent infrastructure enables cities to be resilient over time, socially healthy, and environmentally friendly. The work belongs to the growing body of literature on sustainable urban development as well as provides realistic information to those practitioners and policymakers who seek to implement solutions to green engineering, which are consistent with the objectives of smart cities. Paradox International Publications 2025-08-02 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/6 10.65579/sijri.2025.v1i1.03 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 1, Issue 1, August 2025; 19-26 3107-9334 eng https://scriptora.org/index.php/files/article/view/6/3

oai:ojs.scriptora.org:article/8 2026-01-22T06:26:16Z files:ART

Postcolonial Narratives in the Digital Age: Re-examining Identity and Voice Dr. Dipanjoy Mukherjee Postcolonial Narratives, Digital Storytelling, Identity and Hybridity, Voice and Representation, Algorithmic Bias, Cultural Memory, Global Cultural Networks Digital revolution has brought about greater opportunities than ever before in the aspect of narrating stories where marginalized groups residing within the regions that colonialists can infiltrate and disseminate their voices across there geographical and political boundaries. In this paper, the restructuring of postcolonial narratives has been addressed during the digital age with reference to the mediation of identity, voice, and technology. Online literary and social media platforms, podcasts, etc., have become crucial spaces in which individuals negotiate cultural memory, subvert hegemonic discourses and re-perform hybrid identities. The paper is able to demonstrate the re-constellations of the classical postcolonial displacement, hybridity and resistance themes in cyberspace through the analysis of different digital narratives of today. Regarding the methodology, the paper uses a textual and discourse analysis of digital narratives to demonstrate the usage of digital affordances such as interactivity, hypertextuality, and multimedia expression by authors and content producers. Based on the discussion, digital spaces popularize the process of telling stories by reducing entry barriers and enabling participation on a global scale, but also reproduce inequalities in the form of algorithmic bias, platform hierarchies and digital divides. These ironical statements make it more difficult to conceive of voice and authenticity in postcolonial discourse. The findings show the greater the ability of the digital technologies to afford the individual the chance of selfrepresenting the more the subjectivity is at risk of being subjected to the commodity and surveillance. This twin points out the necessity to offer a serious critique of the applicability of technology in the constitution of contemporary postcolonial subjectivities. The paper concludes by noting that it is not possible to simply expect digital storieselling to be a simple extension of postcolonial expression, but a radical form of practice in which the formulation of current conceptions of identity is disrupted even as new forms of agency are already imagined. It is now the era of the digital that offers a quite uncomfortable and powerful medium in which the voices of the postcolonial are lifted and demanded plurality as well as reclaiming their place in the world systems of cultural networks. Paradox International Publications 2025-08-02 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/8 10.65579/sijri.2025.v1i1.04 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 1, Issue 1, August 2025; 27-34 3107-9334 eng https://scriptora.org/index.php/files/article/view/8/5 Copyright (c) 2025 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by/4.0/

oai:ojs.scriptora.org:article/9 2025-12-09T08:53:42Z files:ART

Blockchain for Secure Patient Data Management P. Nithyashankari Blockchain, Patient Data Security, Electronic Health Records (EHRs), Healthcare Interoperability, Smart Contracts, Data Privacy Hyper-digitization of healthcare has led to increased patient data generated, transferred and stored in hospitals, laboratories, insurance companies and in mobile health. Although the electronic health records (EHRs) have the potential to enhance efficiency and enhance delivery of care, they are prone to breaches, unauthorized access and manipulations of data. Conventional centralized storage systems might also fail to deliver different degrees of transparency, interoperability, and trust to the stakeholders. A concept of a radical solution to secure the patient data management is shared in this term paper which is blockchain technology. The blockchain with its cryptography hash based consensus and decentralized structure may appear immutable and auditable and resistant to a point of failure. The blockchain can support patient-centered models where the patients own their records, and certain examples of selective disclosure to care providers or even insurers through implementation of smart contracts to control access. Such processes can minimize the occurrence of duplicate tests, improve continuity of care and trust multi-institutional partnerships. The balancing of interoperability concerns and the discussed permissioned blockchain models also up-to-date the paper which balances the security demands and regulatory demands like the HIPAA and GDPR. The conceptual model in the proposal includes the integration of blockchain into the currently in use health information systems and with the help of encryption, off-chain storage and identity management layer. Among the possible advantages are greater data integrity, responsibility and lower cost of administration. The practical bottlenecks are also however identified in the paper as scalability, high costs of energy in certain type of blockchain and failure of change in technology in healthcare settings. Comprehensively, the discussion shows that blockchain is an emerging potential to guarantee sensitive patient data security and enhance the interoperability and patient empowerment. The next directions will be hybrid systems that will integrate blockchain and cloud computing with artificial intelligence and make them efficient, compliant, and trustful to digital health ecosystems. Paradox International Publications 2025-08-02 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/9 10.65579/sijri.2025.v1i1.05 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 1, Issue 1, August 2025; 35-43 3107-9334 eng https://scriptora.org/index.php/files/article/view/9/6

oai:ojs.scriptora.org:article/10 2025-12-09T08:56:09Z files:ART

Bridging the Rural–Urban Digital Divide in Education through ICT Interventions Dr. Vinod Kumar Kanvaria Archana Yadav Rural–Urban Digital Divide, Information and Communication Technology (ICT), Educational Equity, E-Learning, Digital Literacy, ICT in Rural Education, Inclusive Education, Educational Technology Interventions The digital divide between rural and urban has been one of the issues that have undermined the idea of equal accessibility and quality education in most countries. The rural places also face the threat of infrastructural deficiencies, the absence of technology, and the absence of skilled personnel, contributing further to the educational disparity with the urban centers, which is more connected and digitally prepared. The article is a research study on the possibility of the Information and Communication Technology (ICT) interventions to serve as a strategic tool to break this rural-urban educational imbalance. Through empirical research and case studies, the study identifies that in rural education, ICT success depends on critical factors including the development of the infrastructural factors, education of teachers, modification of the curriculum and the involvement of the community. The study cites various ICT based interventions such as e-learning websites, mobile learning applications, online interactive classes and government-led digital literacy programs that have proven to create measurable learning outcomes and student attendance in rural schools. In addition, the paper demonstrates the significance of the interagency collaboration between the government and non-governmental organizations and the corporate sector as regards their sustainability and scalability of ICT-based projects. Barriers of connectivity (cultural resistance and cost of digital tools) are also noted as a challenge in the paper and methods of addressing the barriers involving context-specific and inclusive strategies are proposed. Lastly, it has been pointed out in this paper that closing the rural-urban digital divide is not only a technological issue at hand but a socioeducational requirement and it must be synchronized on a plan, policy support and community involvement. The findings are relevant to the literature of digital equity in education as well as offer useful implications to policymakers, educationists and development practitioners who wish to employ ICT to bring about inclusive and sustainable education change. Paradox International Publications 2025-08-02 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/10 10.65579/sijri.2025.v1i1.06 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 1, Issue 1, August 2025; 44-52 3107-9334 eng https://scriptora.org/index.php/files/article/view/10/7

oai:ojs.scriptora.org:article/12 2026-01-22T06:28:16Z files:ART

Entrepreneurial Aspirations Among Rural Youth: A Study with Reference to Pune District Shubham Munde Avishkar Naikade Rural youth, entrepreneurial aspirations, Pune District, quantitative survey, barriers, motivations. This study investigates the entrepreneurial intent of rural youth in the Pune District of India, with a focus on aspirations, motivation, barriers and support needs. A quantitative survey of 98 respondents, aged 18-35, from five talukas (Baramati, Haveli, Junnar, Maval and Shirur) was used to explore demographic patterns, levels of entrepreneurial intent and factors influencing the intent and expected barriers. The data were collected using a structured survey that covered socio-economic background, education, extent of family support, access to finance and prior exposure to entrepreneurial role models. Descriptive statistics and cross tabulations were used to explore the data. Out of the total respondents, 63% of respondents had a moderate to high level of entrepreneurial intent. The male youth had a slightly higher entrepreneurial intent (67%), compared to female youth with a moderate to high level of entrepreneurial intent (59%). In terms of motivational factors, 81% of respondents suggested that wanting to generate a stream of income was motivator, 54% represented community recognition/dignity as a motivator and 47% suggested that self-fulfilling wants and needs was a motivator. In terms of barriers to entrepreneurship, 68% of respondents suggested that lack of access to credit financing was a barrier to entrepreneurship, 62% of respondents suggested lack of formal entrepreneurship training as a barrier and 48% reported lack of appropriate infrastructure as a barrier. By disaggregating the results by levels of education, land ownership status and family business status, it was identified that youth from farming families with education at the secondary level had the highest level of intent (72). The results are illustrated with four charts, presenting the respondents' overall entrepreneurial intent levels as a pie chart, motivational factors as a bar chart, perceived barriers using a pie chart and a comparative bar chart presenting the entrepreneurial intent levels of male and female respondents. The implications highlight the need for specific capacity-building programs, simplified credit processes, and improved mentorship. The policy recommendations suggest that rural entrepreneurship cells should be strengthened, mobile-based training modules developed, and local financial institutions offered incentives to institute youth-friendly loan products. The findings added to the theoretical knowledge base by connecting rural socio-economic factors to entrepreneurial intent and providing actionable proposals for key stakeholders who want to support youth-led rural enterprises. Future studies could implement a longitudinal design to measure shifts in aspirations and monitor the impact of intervention programs. Paradox International Publications 2025-09-10 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/12 10.65579/sijri.2025.v1i2.01 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 1, Issue 2, September 2025; 1-8 3107-9334 eng https://scriptora.org/index.php/files/article/view/12/8 Copyright (c) 2025 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by/4.0/

oai:ojs.scriptora.org:article/13 2026-01-22T06:28:36Z files:ART

Digital Payment Systems and Their Impact on Indian Commerce: An Empirical Analysis of Opportunities and Challenges Dr. Pratheep K Commerce, Digital Payments, UPI, Financial Inclusion, E-commerce, Fintech, RBI etc., Digital payment systems have emerged as one of the most significant innovations in the financial landscape, reshaping global commerce and particularly transforming the Indian economy. Since the launch of the Unified Payments Interface (UPI) in 2016, India has witnessed unprecedented growth in cashless transactions. The COVID-19 pandemic further accelerated this adoption, making digital modes of payment an integral part of commerce. This paper examines the impact of digital payments on Indian commerce by drawing on secondary data from the Reserve Bank of India (RBI), the National Payments Corporation of India (NPCI), NITI Aayog, and international organisations such as the World Bank and OECD. The study identifies opportunities such as financial inclusion, transparency, and growth of e-commerce, as well as challenges including cybersecurity risks, digital illiteracy, infrastructural gaps, and regulatory concerns. Comparative insights with global experiences in China, the USA, and Europe are also discussed. Findings suggest that India has become a global leader in digital payments, with UPI serving as a model of innovation. However, achieving sustainable growth requires stronger cybersecurity measures, improved rural digital infrastructure, and broader financial literacy initiatives. Paradox International Publications 2025-09-10 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/13 10.65579/sijri.2025.v1i2.02 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 1, Issue 2, September 2025; 9-12 3107-9334 eng https://scriptora.org/index.php/files/article/view/13/9 Copyright (c) 2025 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by/4.0/

oai:ojs2.scriptora.org:article/14 2025-11-25T09:33:23Z files:ART

oai:ojs.scriptora.org:article/15 2026-01-22T06:29:58Z files:ART

An Empirical Study on Marketing Strategies and Consumer Preferences for Chyawanprash Brands Mr. Jay Pandharinath Pathave Mr. Amar Baban Khond Consumer preferences, Marketing strategies, Brand perception, Consumer behavior, Health supplements, Herbal marketing, Market segmentation, Brand loyalty The marketing tactics of FMCG Healthcare Product Chyawanprash, a well-known health supplement with a 61% market share, are investigated in this study. Since its initial release in the 1950s, the product has made significant investments in consumer awareness, clinical research, and product development. The paper examines Chyawanprash's marketing mix rather than the health supplement product's entire marketing mix or strategy. It contains suggestions derived from SWOT analysis, Ansoff's Product Matrix Expansion Grid, and BCG Growth Share Matrix study. Data from the respondent questionnaire, the business website, internet resources, books, and articles form the basis of the analysis. The paper examines at Chyawanprash, the flagship product of FMCG Product, in the cutthroat Fast-Moving Consumer Goods industry using marketing techniques. Although serving the health-conscious segment for decades, the study underlines the requirement of assessing the success of these approaches in the light of changing customer tastes, growing competitiveness, and developing market trends. Paradox International Publications 2025-09-10 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/15 10.65579/sijri.2025.v1i2.03 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 1, Issue 2, September 2025; 13-17 3107-9334 eng https://scriptora.org/index.php/files/article/view/15/11 Copyright (c) 2025 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by/4.0/

oai:ojs2.scriptora.org:article/17 2025-11-28T16:13:12Z files:ART

oai:ojs.scriptora.org:article/19 2026-01-22T06:30:39Z files:ART

Navigating Pedagogical Paradoxes and Epistemic Dissonance: An Indian Social Science Perspective on Challenges in Education Policy and Praxis in the Digital Epoch Rakshana K B Dr. C. P. Senthil Kumar Social Science, Education, Epistemic Dissonance, Algorithmic Learning, Cognitive Automation, Technological Determinism, Heuristic Learning, Indigenous Pedagogical Frameworks. Evaluating the interplay of technological coherence: The interplay of the policy flux delineates the pedagogical paradoxes and epistemic dissonance in the socio-historical paradigm of education in India that may be clarified by the social scientific deconstruction of conceptual synergy of technological acceleration: policy praxis: social science and education. This study uses a qualitative research methodology which draws on critical discoursen and empirical survey research to examine the implications of technological determinism for student and teacher-mediated epistemic engagement practices. This estheticisation - the fruits of which are already visible in a widening rift between grassroots learning and academic formalisation - points to a waning of dialectical reason and an atomised interdisciplinarity: a dialectical balance between digital openness and traditional epistemology is needed to preserve the integrity of social science research. It calls for syncretic integration of AI-based educational solutions with indigenous pedagogical frameworks to nurture the contextual and resilient knowledge ecosystem in the Indian academia and pave the way for an equitable and transformative multi-layered pedagogical system. Paradox International Publications 2025-09-10 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/19 10.65579/sijri.2025.v1i2.04 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 1, Issue 2, September 2025; 18-22 3107-9334 eng https://scriptora.org/index.php/files/article/view/19/14 Copyright (c) 2025 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by/4.0/

oai:ojs.scriptora.org:article/20 2026-01-22T06:30:57Z files:ART

Green Supply Chain Practices: Balancing Sustainability and Efficiency Dr. Athma Jayaprakash Green Supply Chain Practices; Sustainability; Efficiency; Reverse Logistics; Eco-friendly Sourcing; Sustainable Manufacturing; Circular Economy; Supply Chain Innovation; Environmental Responsibility; Competitive Advantage The issue of global warming and environmental degradation is becoming more worrisome to people everywhere across the globe. This has made business to reconsider the way it manages its supply chains. Green Supply Chain Practices (GSCP) have come out as a major trend on how to integrate sustainability in the supply chain processes and still manage the organization effectively. The current research paper is responding to the twofold problem of environmental responsibility and cost-effectiveness in business activities. It researches on how to implement green operations e.g. in sourcing and producing things in a manner that would benefit the environment, reduce wastage, reverse logistics and utilization of renewable resources. The study also examines the role of new technologies in transforming a supply chain system into a more environmentally-conscious system, such as digital tracking, data analytics and clean energy solutions. The paper has determined the critical factors affecting the adoption of GSCP through the analysis of literature and a case-based analysis. It comes to the conclusion that the substantive drivers of GSCP adoption invariably are regulatory pressures, corporate social responsibility, consumer awareness as well as competitive advantage. It also brings out the difficulties that organizations have to go through e.g. high cost of implementation, resistance to change and attempts by industries to be standardized. Findings have demonstrated that, when the green practices are well aligned, they do not only reduce carbon footprints and resource consumption; brand reputation, customer loyalty, and long-term profitability are also enhanced. The paper also says that stakeholders need to work with suppliers, manufacturers, distributors, and policymakers to find the right balance between sustainability and efficiency. Finally, the paper says that green supply chain management is not a trade-off between environmental sustainability and economic results. Instead, it is a strategy that works together to make things more resilient and innovative. Sustainability as the fundamental supply chain principle would facilitate organizations in attaining environmental stewardship and competitive efficiency in the evolving global market. Paradox International Publications 2025-09-10 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/20 10.65579/sijri.2025.v1i2.05 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 1, Issue 2, September 2025; 23-32 3107-9334 eng https://scriptora.org/index.php/files/article/view/20/15 Copyright (c) 2025 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by/4.0/

oai:ojs.scriptora.org:article/21 2026-01-22T06:31:34Z files:ART

Cybersecurity in Digital Banking: Challenges and Solutions Vidhula Thomas Cybersecurity, Digital Banking, Cyber Threats, Data Protection, Financial Technology, Risk Mitigation The rapid innovation of digital banking has transformed the financial service sector in terms of convenience, presence, and profitability of the consumers and the organizations. However, this transition to the digital worldbalso brought about some thorny issues of cybersecurity that threatens the confidentiality, integrity and the unavailability of sensitive financial data. The banking system and vulnerability in customer interface has been exploited by phishing, malware attack, identity theft, ransomware and distributed denial of service attack that has gone hi-tech. The consequences of these violations are extreme, including deprivation of funds and reputation, imposition of fines and loss of customer trust on the part of the regulators. Critical issues that the paper will focus on critically include cybersecurity that digital banking is addressing and more specifically, the technological and human aspects of cybersecurity. It is curious to note that the financial institutions were exposed due to the lack of the authentication system, weak encryption, lack of knowing the users and acceptance of regulations. The paper in turn analyzes a number of new and viable solutions. They are, but are not limited to, multi-factor authentication, end to end encryption, artificial intelligence-driven threat detection, blockchain security of transactions, and good incident response systems. The paper also emphasizes the necessity to possess the regulatory convergence, consumer awareness with regard to cybersecurity, and ongoing training of the staff working in the banking areas. The research proposes a well-rounded and stable approach to cybersecurity by combining technological protection with policy responses and user training. Finally, the paper highlights that to achieve trust in digital banking, a dynamic, reactive, and joint strategy to security is necessary, with stakeholder -banks, regulators and customersplaying a role in reducing the dynamic cyber risks. Paradox International Publications 2025-09-10 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/21 10.65579/sijri.2025.v1i2.06 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 1, Issue 2, September 2025; 33-42 3107-9334 eng https://scriptora.org/index.php/files/article/view/21/16 Copyright (c) 2025 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by/4.0/

oai:ojs.scriptora.org:article/22 2026-01-22T06:32:37Z files:ART

AI-Powered Chatbots as a Marketing Tool: Customer Perception and Trust Rakesh AI chatbots, Customer perception, Customer trust, Conversational agents, Marketing technology, Personalization, Customer engagement, Chatbot effectiveness, Digital marketing, Human-computer interaction Chatbots that use AI are becoming more and more popular in marketing very quickly. They help businesses talk to customers in real time, give them personalised suggestions, and make it easier to deliver services. Even though these digital agents are becoming more common, it's still not clear how much customers trust them or how they feel about them. This paper examines the effectiveness of AI chatbots as a marketing instrument, concentrating on customer perception, trust, and engagement. The data were gathered using a mixed-method research design, incorporating surveys and comprehensive interviews with 350 consumers who have engaged with AI chatbots in diverse sectors, such as e-commerce, banking, and telecommunications. The quantitative analysis employed descriptive statistics and a structural equation model to clarify the interrelations among perceived usefulness, conversational quality, personalisation, and trust. Thematic analysis was utilised to extract qualitative data from interview transcripts, concentrating on customer attitudes, satisfaction, and apprehensions related to privacy and transparency. The results show that chatbots are better at marketing when their answers are correct, they are easy to use, and the conversations seem human-like. Trust is an important link between how well a chatbot works and how interested a customer is. Being open about how AI is used and how data is handled greatly increases trust. Additionally, personalized communication and context-aware interactions were found to improve customer satisfaction and loyalty intentions. The study contributes to both theory and practice by highlighting the psychological and behavioral factors that underpin customer acceptance of AI chatbots in marketing contexts. Implications for marketers include strategies for optimizing chatbot design, building trust and fostering long-term customer relationships. Future research should explore longitudinal effects of chatbot interactions and cross-cultural differences in perception and trust. Paradox International Publications 2025-09-10 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/22 10.65579/sijri.2025.v1i2.07 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 1, Issue 2, September 2025; 43-51 3107-9334 eng https://scriptora.org/index.php/files/article/view/22/17 Copyright (c) 2025 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by/4.0/

oai:ojs.scriptora.org:article/24 2026-01-22T06:32:41Z files:ART

Measuring the Sustainability of Social Entrepreneurship in Developing Economies Dr. M. Mallikarjun Social entrepreneurship, Sustainability, Developing economies, Social impact, Financial viability, Stakeholder engagement, Innovation capacity, Social capital, Policy frameworks, Organizational resilience Social entrepreneurship is found to be an important tool of overcoming socio-economic challenges in the developing economies by integrating socio-impact goals and entrepreneurial approaches. Nevertheless, little is known about the long term sustainability of social enterprises in environments that are defined by scarcity of resources, regulatory issues, and market uncertainties. The paper examines how the social entrepreneurship is sustainable in the environment of the developing economies in terms of financial, social, and environmental dimensions that influence the long-term sustainability. Under a mixed-method design, primary data were collected as structured interviews with sample developing country founders and managers of social enterprises and secondary data as in reports, case studies and academic literature. The research enumerates the key measures of sustainability that include organizational resilience, ability to innovate, stakeholder involvement and creation of stable revenue streams and maintenance of social objectives. Findings indicate that, enterprises, which integrate adaptive management concepts, create local community networks and exploit social capital, experience higher sustainability rates. On the contrary, the reliance on external sources of funding and lack of sound institutionalisation affect longevity to a debilitating degree. The other area that the research has determined is the relevance of policy frameworks and enabling ecosystems in enabling scalable and sustainable models of the social enterprises. The findings offer useful recommendations to both practitioners, policy makers and researchers who seek to reinforce the idea of social entrepreneurship programs in resource-scarce settings. With the systematic analysis of the sustainability on the various planes, the study transposes the delicate appreciation of the ways the social enterprise can flourish, evolve and survive in the new economies. Finally, the paper presents the fact that sustainability is not only a financial but also a social dimension and that directly corresponds to social relevance, the community within which it has been incorporated, and the process of adaptive governance. Paradox International Publications 2025-09-10 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/24 10.65579/sijri.2025.v1i2.08 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 1, Issue 2, September 2025; 52-60 3107-9334 eng https://scriptora.org/index.php/files/article/view/24/18 Copyright (c) 2025 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by/4.0/

oai:ojs.scriptora.org:article/31 2025-12-09T09:18:03Z files:ART

Women-Led Social Enterprises: A Catalyst for Inclusive Growth Dr. R. Tamilarasi Women entrepreneurship, social enterprise, inclusive growth, gender equity, community development, sustainable innovation. The social enterprises that are run by women have brought change, in the sense of inclusive and sustainable economic development particularly in marginalized societies. As part of addressing the gap in gender and income disparities, the role of women in initiating and operating businesses that are aiding in the socialization, generating job opportunities as well as empowering communities will be discussed in this paper. The study is built on the mixed-method research that introduces a combination of the qualitative interviews over 40 female social entrepreneurs and quantitative data over 120 social enterprises distributed in three regions to implement strategic approaches to make sure that their social mission is in line with their financial sustainability. The findings reveal that social enterprises run by women tend to be more community oriented, such as skill development, and reinvestment to the local economies, a factor that multiplies to the beneficiaries when a project is run by women, the beneficiary is beyond the direct beneficiaries. This was shown by empathetic, collaborative, and participatory decision-making leadership styles enhancing the resilience and reliability of organizations to its stakeholders. The study also mentions the major limitations such as inaccessibility to finances, bias of gender in investment ecosystems and policy gaps that scale back the expansion of enterprises. However, it is shown that, when properly sponsored, socially driven initiatives, carried out by women, can make a big leap to inclusive growth, as they incorporate social equality into market mechanisms. The paper will conclude with a policy recommendation to consolidate the institutional support, capacity building initiatives, and gender sensitive funding mechanisms that empower the women entrepreneurs to increase their influence. By and large, the study places women-led social enterprises as not only empowerment tools, but also as the key building block of equitable development, both in emerging economies and developed ones. Paradox International Publications 2025-10-30 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/31 10.65579/sijri.2025.v1i3.01 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 1, Issue 3, October 2025; 1-8 3107-9334 eng https://scriptora.org/index.php/files/article/view/31/19 Copyright (c) 2025 Scriptora International Journal of Research and Innovation (SIJRI)

oai:ojs.scriptora.org:article/32 2025-12-09T09:19:24Z files:ART

Measuring the Sustainability of Social Entrepreneurship in Developing Global Economies Midhun P Dr. Binija George Social Entrepreneurship, Sustainability Measurement, Developing Economies, Social Innovation, Inclusive Growth, Triple Bottom Line, Impact Assessment, Economic Development, Policy Framework, Entrepreneurial Resilience Social entrepreneurship has become a key driver towards dealing with multifaceted social, economic and environmental issues within the developing economies across the world. Social enterprises have dual mission of financial viability and social impact unlike conventional enterprises that take profit maximization as priority. Nevertheless, the difficulty of sustaining such ventures has proven to be a long-term problem because of different contextual realities, lack of institutional backing, and the perception of what defines the success of such ventures. This study explores the multidimensional framework of sustainability in social entrepreneurship by incorporating economic, social and environmental metrics in a holistic evaluation system. Through mixed-method, 120 social enterprises in five developing regions such as Sub-Saharan Africa, South Asia, Latin America, Southeast Asia, and the Middle East were sampled. The quantitative analysis used the Sustainability Performance Index (SPI) based on the financial resilience, stakeholder engagement, and environmental responsibility indicators, and the qualitative analysis was conducted using interviews conducted in a contextual manner. The findings show that social enterprises that demonstrated positive collaboration with communities and flexible business models had better sustainability scores than enterprises that rely on donating funds or their limited innovativeness. Moreover, the institutional ecosystems (support of government policy, accessibility of impact investment, and educational infrastructure) were significant in the determination of long-term viability. This research hypothesizes a Sustainability Measurement Framework (SMF) that is empirically tested to suit developing economies with the focus on capacity building, financial independence, and social inclusivity as the key pillars of survival. The study is valuable to both theory and practice in terms of offering quantifiable indicators to policymakers, investors as well as social entrepreneurs who might wish to balance the objectives of enterprise growth with sustainable development objectives. Finally, the article stresses the fact that the sustainability of social entrepreneurship in the future lies in creating a balance between local innovation and global sustainability models.   Paradox International Publications 2025-10-30 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/32 10.65579/sijri.2025.v1i3.02 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 1, Issue 3, October 2025; 9-18 3107-9334 eng https://scriptora.org/index.php/files/article/view/32/20 Copyright (c) 2025 Scriptora International Journal of Research and Innovation (SIJRI)

oai:ojs.scriptora.org:article/33 2025-12-09T09:20:15Z files:ART

Neuromarketing and Consumer Behavior: Insights from Brain–Computer Interfaces Mrs. Silpa M A Dr. Umesh U Neuromarketing, Consumer Behavior, Brain–Computer Interface (BCI), Neuroeconomics, Decision-Making, EEG and fMRI, Emotional Engagement, Attention and Cognition, Marketing Ethics, Neural Data Privacy With the ever-growing levels of competition and the fast-changing consumer environment, more than ever before, it is important to know the mechanisms behind the purchasing decision. This paper focuses on the intersection of neuromarketing and brain–computer interface (BCI) technologies to demonstrate how neural reactions can be used to understand how consumer preferences, attention patterns and buying intentions are formed. Based on the literature review about the electroencephalography (EEG), functional magnetic resonance imaging (fMRI) and novel BCI devices, the analysis will reveal the critical patterns of activation, especially in areas related to the reward processing, emotional involvement and cognitive load that are correlated with consumer choice behaviours. This study also illustrates the role of the BCIs in enabling attention to be directly measured, affective arousal and decision-making processes to be measured in real time to supplement the conventional marketing research techniques (which depend on conscious self-reporting and retrospective surveys). Besides, the paper examines implications of the work to the marketer: personalizing stimuli to maximize engagement, packaging and message design based on neuro-foundations of preference, and personalization by exploiting adaptive feedback. Simultaneously, the paper is critical of the ethical boundaries, such as the privacy of neural information, the informed consent of the participants of the BCI research, the possibility to manipulate the participants and regulate the action. Lastly, there are technological and methodological limitations: the problem of signal-noise in BCI hardware, heterogeneity of population in studies, scalability of neuromarketing experiments and their integration with big-data marketing systems. The paper ends with a prospective map: future developments of multimodal BCI systems, the support of pattern detection with machine-learning, and the expansion of the area into naturalistic consumer context that is not in the laboratory. This study, in synthesizing neuroscience, marketing and technology had provided a holistic approach to the way in which BCIs can sharpen our perception of consumer behaviour and influence more productive and responsible marketing practices. Paradox International Publications 2025-10-30 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/33 10.65579/sijri.2025.v1i3.03 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 1, Issue 3, October 2025; 19-27 3107-9334 eng https://scriptora.org/index.php/files/article/view/33/21 Copyright (c) 2025 Scriptora International Journal of Research and Innovation (SIJRI)

oai:ojs.scriptora.org:article/34 2025-12-09T09:21:35Z files:ART

FinTech Inclusion: Empowering the Unbanked through Digital Platforms Keerthana T U Dr. Umesh U Financial Inclusion, FinTech Innovation, Digital Platforms, Unbanked Populations, Mobile Banking, Economic Empowerment, Digital Financial Services Financial inclusion is one of the key targets of realizing equitable economic growth, and millions of people in the world still do not have access to the formal bank system. FinTech has begun to provide radical solutions to fill this divide because it is rapidly emerging. In this paper, the author examines the role of digital platforms including mobile banking apps, digital wallets and peer-to-peer lending systems in redefining access to financial services to the unbanked and underbanked groups. The analysis of the literature and case examples in the developing economies helps to identify the contribution of FinTech in reducing the cost of transactions, increasing transparency, and supporting micro-savings and micro-credit programs. Social and technological issues that affect the adoption are also investigated such as smartphone penetration, digital literacy, and regulatory frameworks. The results show that FinTech solutions have a tremendous impact on enhancing financial inclusion, especially women, rural communities, and other small-scale entrepreneurs, resulting in poverty alleviation and economic stability. Nevertheless, issues like data privacy, cybersecurity, and skewed digital infrastructure are still a thorn in the flesh that prevents inclusive growth. It is concluded in the paper that sustainable FinTech inclusion is a balanced ecosystem between technology providers, policymakers, and financial institutions to make it affordable, trustful, and protect consumers. Finally, the study emphasizes that digital financial platforms are not only the technological innovation but are the tools of social empowerment and the development inclusion in the digital economy.   Paradox International Publications 2025-10-30 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/34 10.65579/sijri.2025.v1i3.04 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 1, Issue 3, October 2025; 28-35 3107-9334 eng https://scriptora.org/index.php/files/article/view/34/22 Copyright (c) 2025 Scriptora International Journal of Research and Innovation (SIJRI)

oai:ojs.scriptora.org:article/35 2025-12-09T08:58:25Z files:ART

Adaptive Learning Systems and Their Impact on Personalized Education Gitashree Borah Adaptive Learning Systems; Personalized Education; Artificial Intelligence in Education; Learning Analytics; Data-Driven Instruction; Student-Centered Learning; Educational Technology; Individualized Learning; Algorithmic Personalization; Mastery Learning; Pedagogical Innovation. Adaptive learning systems have become one of the most promising methods of education because they provide personalized learning experience with the usage of data-driven algorithms and ongoing feedback. This paper discusses how adaptive learning systems are designed, operated, and impacted education. It discusses how these systems gather and process data about learners (performance patterns, pace and engagement) to modify instructional content on the fly. The research considers the available paradigms of adaptive learning in different learning environments with the focus on their ability to meet the differences in the abilities, learning styles and knowledge gaps of students. Additionally, it addresses the pedagogical concepts that inform the adaptive technologies such as mastery learning, formative assessment and learner autonomy. The paper uses a review of more recent empirical research to assess the performance of adaptive learning systems on student achievement, motivating students, and retention. It also takes into account the issues linked to implementation, including privacy of the data, the bias of the algorithm, and the necessity of involving a teacher to make sense of the feedback of the system. One of the points made in this study is that despite the potentials of adaptive learning technology seemingly present in enhancing personalization, the success of the technology in its operations remains dependent on the aspects of the ethical design, the adequate infrastructure and pedagogical orientation. The paper has concluded that the adaptive learning in the formal education is to be introduced by a adjusted approach which would take into regard not only the human understanding but also the technological capability. This integration has the potential of developing more inclusive, responsive and more efficient learning environments that are dynamically responsive to needs of all learners. Paradox International Publications 2025-08-02 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/35 10.65579/sijri.2025.v1i1.07 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 1, Issue 1, August 2025; 53-60 3107-9334 eng https://scriptora.org/index.php/files/article/view/35/23 Copyright (c) 2025 Scriptora International Journal of Research and Innovation (SIJRI)

oai:ojs.scriptora.org:article/36 2025-12-09T08:59:42Z files:ART

Language Shifts in the Age of Social Media: A Linguistic Study Dr. Ankita Chaudhary Language change; Social media linguistics; Digital communication; Code-mixing; Linguistic innovation; Online discourse; Sociolinguistics; Multimodal communication The swift development of social media sites has not only altered the way of communication but also the form and role of language as such. This paper discusses the ways in which online communication using platforms like Twitter (X) Instagram, Tik Tok and WhatsApp has enhanced the speed of linguistic change in modern societies. Based on sociolinguistic and discourse-analytic approaches, the study analyzes lexical change, morphological decline, and code-mixing behaviors that can be observed in the online communication. To examine the ways in which users form meaning, identity and community by using changing forms of language, a total of 2,000 public posts and comments in English, Hindi-English and regional vernaculars were collected. The discussion shows that there is a massive trend of moving towards being brief, creative, and visually hybrid, with emojis, hashtags, abbreviations, and multimodal cues taking over or adding to the conventional syntax. Besides, the results point to the fact that social media promotes linguistic democratization through the degradation of prescriptive norms and the enhancement of non-standard varieties. Yet, the same dynamics bring along the issue to do with clarity, intergenerational communication, and linguistic fragmentation. The paper states that the language in the digital world is not being ruined but evolving - it is much more immediate, informal, and global in interaction. This paper will contribute to the general discourse of digital literacy and cultural identity, as well as the future direction of linguistic evolution in networked societies by following the patterns of language variation and change. Finally, the study highlights the fact that the social media context as both a trigger and a reflection of the current alterations in the language use, shows how communication technologies transform the linguistic behaviour in the XXI century. Paradox International Publications 2025-08-02 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/36 10.65579/sijri.2025.v1i1.08 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 1, Issue 1, August 2025; 61-68 3107-9334 eng https://scriptora.org/index.php/files/article/view/36/24 Copyright (c) 2025 Scriptora International Journal of Research and Innovation (SIJRI)

oai:ojs.scriptora.org:article/37 2025-12-09T09:29:15Z files:ART

AI-Enhanced CRM Tools in Network Marketing: Adoption and Impact Sruthi S AI-enhanced CRM, network marketing, customer relationship management, distributor performance, digital adoption, predictive analytics, personalized communication, customer engagement, automation tools, data-driven decision-making The fast development of digital technologies transformed customer relationship management (CRM) in the industry, including network marketing, where individual interaction and distributor-customer relationships are the key factors of business sustainability. The paper analyses the implementation and effects of AI-enhanced CRM tools in a network marketing organization, in terms of automation, data analytics, and predictive modelling effects on the distributor performance, customer satisfaction and operational performance. Based on the available literature and industry reports, the paper will discuss how AI-based systems can be used to facilitate lead scoring, behavioural segmentation, follow-up automation, and personalized product recommendations. The authors emphasize that distributors who employ AI-based CRM systems are more precise when predicting the presence of high-potential prospects and are more consistent in their ability to stay in touch with customers. Moreover, AI-supported insights enable distributors to comprehend the buying habits and customize the communication plan to achieve a better customer loyalty and recurrent purchases. The factors related to the organization which determine the adoption are also present in the research like technological readiness, quality of training, and perceived usefulness. The findings reveal that companies who offer structured online training and accessible CRM dashboard are characterized by a high level of adoption of the distribution. Even with obvious advantages, there are still problems including data privacy issues, uneven digital literacy, and the unwillingness to substitute the traditional relationship-based selling technique with digital techniques. The paper presents the argument that to be successful in its implementation, there should be a balance in terms of technological capability and human interaction since personal trust still remains a characteristic attribute of network marketing relationships. In general, the research finds that AI-enhanced CRM tools are highly effective to enhance strategic decision-making and workloads of distributors, which eventually lead to better sales outcomes and customer relations. Nevertheless, the long-term effect is based on the constant technological adjustment and ethical data management and the desire to help distributors to build digital competencies. The results provide some useful information to network marketing firms that aim at applying AI in their CRM practices in a responsible and effective manner. Paradox International Publications 2025-11-14 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/37 10.65579/sijri.2025.v1i4.01 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 1, Issue 4, November 2025; 1-9 3107-9334 eng https://scriptora.org/index.php/files/article/view/37/25 Copyright (c) 2025 Scriptora International Journal of Research and Innovation (SIJRI)

oai:ojs.scriptora.org:article/38 2025-12-09T09:22:34Z files:ART

Customer Experience in Neo-Banks: A Comparative Study Prof. Dr. Sanjay Sonawane Ms. Sneha Jaiprakash Pandey Neo-banks; Digital banking; Customer experience; User satisfaction; Financial technology (FinTech); Service quality; Personalization; Customer trust; Digital interfaces; Comparative analysis The high pace of neo-banks has transformed the financial services by providing full digital and low-cost and highly customized banking options to the old systems. With customer expectations changing further to convenience, transparency and smooth interactions on digital platforms, the question of how neo-banks may provide customer experience has become more significant. This paper will examine the consumer experience on some of the most popular neo-banks using a comparison strategy in which customer experience regarding usability, quality of services, personalization, security, and satisfaction will be measured. Based on the questionnaire feedback and formats-based interviews with the active users of various neo-bank platforms, the study finds out the particular features that contribute to customer preferences and loyalty within digital-only banking settings. The results indicate that intuitive interface design, quick processing of transactions, and responsive support to customers are the leading triggers of positive experiences, and issues with information privacy, lack of physical interactions, and system downtime are also quite apparent and significant. As can also be seen in the comparison, all neo-banks focus on ease of use, but the efficiency of personalization algorithms, the support channels responsiveness, and the perceived reliability of security measures differ. The research notes that technological efficiency is not the sole determinant of customer experience in the neo-bank, as well as the trust that users have in the neo-bank digital-only financial ecosystems. As a rule, the research reiterates the significance of neo-banks to be innovative and at the same time reliable enough to ensure that digital convenience is supported with a high level of security and responsiveness of services. The insights will assist in getting a clearer understanding of the intensity of competition in the neo-banking sector and offer a viable solution to the platforms that desire to enhance their user experience and customer retention in the long run. Paradox International Publications 2025-10-30 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/38 10.65579/sijri.2025.v1i3.05 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 1, Issue 3, October 2025; 36-43 3107-9334 eng https://scriptora.org/index.php/files/article/view/38/26 Copyright (c) 2025 Scriptora International Journal of Research and Innovation (SIJRI)

oai:ojs.scriptora.org:article/39 2025-12-09T09:23:46Z files:ART

Blockchain and FinTech: Reinventing Trust in Financial Systems Prof. Dr. Nishikant Jha Mr. Sagar Uttam Shinde Blockchain Technology, FinTech Innovation, Decentralization, Financial Trust, Smart Contracts, Digital Identity Management, Distributed Ledger Technology, Regulatory Frameworks, Financial Transparency, Transaction Security Financial technology (FinTech) has transformed the manner of delivering financial services, though the problem of data security and transparency along with institutional trust has become a problem to the sustainability of the industry over the long term. Blockchain is currently a cornerstone technology that is capable of addressing these issues because it reinvents the approach of documenting, authenticating and sharing transactions across networks. The current research paper discusses the scale with which blockchain can replace trust within the modern financial systems by examining the key traits of blockchain such as decentralization, immutability and cryptographic consensus, and their potential to shape financial innovation. The paper has been capable of establishing how blockchain can streamline operations, reduce their reliance on intermediaries and enhance the integrity of financial records by examining current uses of blockchain in payments, lending, tokenizing assets and regulatory compliance. The paper also assess the possibilities of automation of transactional processes with the assistance of smart contracts and, thus, to reduce the risk of a human factor and opportunistic actions. In addition, the paper will consider the role of blockchain-based identity management and real-time auditing in developing a more responsible and trusted system by consumers. Even with these benefits, the study finds the barriers that continue to exist, including the problem of scalability, regulation uncertainty, interoperability and creation of new systemic risks. The article provides a comparison between the traditional mechanism of trust and the blockchain mechanism as a means of explaining how trust is being redefined to centralized organizations and protocols driven by technology. The conclusions imply that even though the blockchain does not omit the aspect of governance, it restores values that governance is based on FinTech settings. Finally, the paper concludes that the effective execution of the blockchain will entail close regulatory measures, technology advancement and collaboration between the industry that will transform blockchain into a significant part of transformation of effective financial systems. Paradox International Publications 2025-10-30 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/39 10.65579/sijri.2025.v1i3.06 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 1, Issue 3, October 2025; 44-51 3107-9334 eng https://scriptora.org/index.php/files/article/view/39/27 Copyright (c) 2025 Scriptora International Journal of Research and Innovation (SIJRI)

oai:ojs.scriptora.org:article/40 2025-12-09T09:30:59Z files:ART

Photocatalytic Degradation Pathways of Emerging Organic Pollutants in Aquatic Systems Sangeeta Bhogal Photocatalysis; Emerging organic pollutants; Aquatic systems; Degradation pathways; Advanced oxidation processes; Semiconductor catalysts; Hydroxyl radicals; Transformation intermediates; Water treatment; Environmental remediation. Pharmaceuticals, synthetic dyes and endocrine-disrupting compounds are among the emerging organic pollutants (EOPs) that have emerged as a big environmental issue due to their persistence, potential to bioaccumulate, and lack of response to the traditional water treatment procedures. Photocatalysis has received a lot of concern as a superior oxidation technology that has the ability of efficiently decomposing these contaminants under mild conditions. This paper discusses degradation mechanisms of typical EOPs in aquatic environments through photocatalytic degradation mechanisms powered mainly by catalysts made of semiconductors. The combination of experimental data on kinetic studies, intermediation discovery, and mineralization studies findings focuses on the impact of catalyst constituency, surface topography, and band-gap architecture on the degree of degradation presented in the research. Special focus is made on the functions of hydroxyl radicals, superoxide species and photogenerated holes in causing molecular cleavage and sustaining consecutive oxidation reaction. It has also been described in the paper how EOPs are transformed by the common routes of study, including antibiotics, hormones, and industrial additives, and how the structural properties of aromatic rings, functional substituents, and groups containing nitrogen are used to control degradation. Also, the paper addresses the variables which regulate pathway selectivity such as pH, dissolved organic matter, light intensity, and co-existing ions. Although photocatalysis has proven to have a great potential of total mineralization, the development of by-products that are transient, poses a question about toxicity and environmental safety. Thus, the study compares the toxicity of major intermediates and determines the conditions that reduce the presence of the harmful residues to a minimum. In general, the results present a thorough overview of the process of photocatalytic degradation in aqueous conditions and have practical implications in enhancing the treatment systems to relying on the increased use of photocatalytic degradation as a means of overcoming the rising problem of emerging organic pollutants. Paradox International Publications 2025-11-14 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/40 10.65579/sijri.2025.v1i4.02 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 1, Issue 4, November 2025; 10-16 3107-9334 eng https://scriptora.org/index.php/files/article/view/40/28 Copyright (c) 2025 Scriptora International Journal of Research and Innovation (SIJRI)

oai:ojs.scriptora.org:article/41 2025-12-09T09:32:09Z files:ART

The Rise of Influencer Marketing 3.0: Authenticity in the Age of AI Debasis Mohapatro Influencer Marketing 3.0, Artificial Intelligence (AI), Digital Authenticity, Virtual Influencers, Algorithmic Personalization, Consumer Trust, Social Media Engagement, AI-Generated Content, Hybrid Influence Models, Digital Persuasion The rapid growth of the digital culture has introduced a new breed of influencer marketing that can be described as an Influencer Marketing 3.0 when there is a convergence of authenticity, credibility, and technological innovation which turns the way brands are interacting with people into a different form. This literature paper focuses on the use of artificial intelligence in influencer ecosystems and how it is changing it with a particular focus on the perceived authenticity, one of the most important foundations of consumer trust and engagement. Due to the emergence of artificial influencers, prediction errors, and robotized systems recommending products, the traditional measurements of authenticity are being tested. This study examines bargaining among the consumers in an environment where trust is likely to be compromisable because of the presence of influencers that may be partially or solely natural and where the choice of content is highly algorithmic. It is a mixed-method-based paper, encompassing the elements of survey, sentiment analysis, and interviews with experts, to examine the shift in consumer attitudes towards human and AI-based influencers. Findings also show that personalization and the efficiency of AI-based content strategies are appreciated by the audience but the authentic emotional involvement and emotional connection in stories are crucial components of persuasive power. The paper further adds that the openness of AI participation is one of the main determinants of the consumer perception especially among young digital natives who believe in openness and use of data in an ethical way. This study would contribute to the emerging debate of the future of digital influence since it would reveal the conditions under which AI either strengthens, weakens, or re-constructs authenticity. It has also given certain key implications to marketers, including embracing hybrid strategies that will help minimize the effects of technological radicalization and human-oriented narrative-based methods. This study illustrates that Influencer Marketing 3.0 is not the decline of authenticity but the shift of authenticity as the viewers and brands renegotiate the meaning of authenticity in the AI-mediated digital age. Paradox International Publications 2025-11-14 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/41 10.65579/sijri.2025.v1i4.03 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 1, Issue 4, November 2025; 17-25 3107-9334 eng https://scriptora.org/index.php/files/article/view/41/29 Copyright (c) 2025 Scriptora International Journal of Research and Innovation (SIJRI)

oai:ojs.scriptora.org:article/42 2026-01-22T06:36:36Z files:ART

AI-Driven Decision Making: Redefining Corporate Strategy in the Digital Era Dr. M. Prakash Artificial Intelligence, Data-Driven Decision Making, Corporate Strategy, Digital Transformation, Predictive Analytics, Machine Learning, Strategic Agility, Algorithmic Governance, Business Intelligence, Competitive Advantage, Organizational Innovation, Strategic Forecasting The modern rate of the artificial intelligence (AI) technology penetration into organizational processes is transforming the manner in which companies develop, examine and undertake corporate strategies. In this paper, we discuss the way AI-based decision making will change the nature of strategic planning, competitive positioning, and value creation in the digital age. According to the latest tendencies in the predictive analytics, machine learning and intelligent automation, the current research analyses the impact of data-driven insights on transforming organizations to build on reactive decision models to proactive evidence-based strategic models. With the synthesis of scholarly articles by various fields and a framework of the most recent examples in the field, the paper describes the ways AI may be used to achieve strategic agility, modelling of complex scenarios, and risk-management. The given results presuppose that the company relying on AI technologies becomes more accurate in its predictions, notices the changes in the market place more quickly, and elaborates the strategies that grow more and more adaptable to the fluctuating business environment. The other field that was explored by the research is the managerial and ethical consequences of AI-targeted decision-making, namely the issue of algorithmic bias, transparency, and redistribution of decision-making authority within the corporate hierarchy. The expanded strategic capacity can be achieved with the help of AI, but the reliance on the automated decision-making can destroy the human intuition and strategic decision-making unless it is well-balanced upon. The paper suggests an intermediate solution of making decisions, which combines human intelligence and algorithmic intelligence, ensuring criticality and local sensitivity. Generally, the paper has demonstrated that AI is not a technological change but a structural change that is transforming the conceptualization and use of strategy by organizations. According to the research, it may be concluded that organizations, which are able to combine AI potential with organizational culture, governance principles, and business strategies, will be better placed to survive in the digital age. Paradox International Publications 2025-11-14 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/42 10.65579/sijri.2025.v1i4.04 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 1, Issue 4, November 2025; 26-35 3107-9334 eng https://scriptora.org/index.php/files/article/view/42/30 Copyright (c) 2025 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by/4.0/

oai:ojs.scriptora.org:article/43 2026-01-22T06:36:48Z files:ART

Ethical AI in Business: Balancing Profitability and Responsibility Dr S.Mahalakshmi Ethical Artificial Intelligence, Responsible AI, Corporate Ethics, Algorithmic Transparency, AI Governance, Data Privacy, Algorithmic Bias, Risk Management, Corporate Social Responsibility (CSR), Stakeholder Trust, Explainable AI (XAI) The early adoption of the artificial intelligence (AI) in all industries has changed the way businesses are conducted, innovate and compete to provide unprecedented opportunities of efficiency and profitability. Nonetheless, this intense rate of integration has come with short-term ethical dilemmas that have been related to transparency, equity and accountability as well as misuse of automated systems. The research paper is devoted to the concept of the way in which organizations could achieve effective compromise of the advantages of AI application so that it is possible to attain financial profit and sustainable and value-based organizational practice. Based on the current discussion in the field of business ethics, technology governance and risk management, the paper will touch on the ethical issues in the data-driven decision-making and algorithms, privacy of personal data, and ethical replacement of labour with robot application. It examines the impact of these issues on the stakeholder trust, corporate image and long-term strategic sustainability. The paper uses the multidisciplinary approach to address practical examples and industry standards that are placed to allow the ethical application of AI, such as the concept of explainability, human control, and inclusive data management. It further analyzes the emerging business argument of moral AI and says that not only is transparency and fairness a moral virtue, but it is also a strategic advantage that can drive customer loyalty, trust and legal adherence of investors. The consequences of the findings are that the organizations, which implement the ethical considerations in the processes of AI development lifecycles, i.e., not as the additions to the latter, are better placed to reduce the threats, innovation, and be competitive in the market. It is then concluded in the end of the paper that profitability and responsibility are not competitors. In their place, they are strengthening elements of sustainable AI strategy. This will also allow the businesses to benefit positively by exploiting the transformational nature of AI, but without the need to influence the values of the society in a negative way by incorporating ethical protection, facilitating cross-functional cooperation, and adhering to constant self-assessment. It is this moderation that gives the tool of attaining plausible AI climate that enables the cultivation of organizations and flourishing of the citizens. Paradox International Publications 2025-11-14 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/43 10.65579/sijri.2025.v1i4.05 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 1, Issue 4, November 2025; 36-44 3107-9334 eng https://scriptora.org/index.php/files/article/view/43/31 Copyright (c) 2025 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by/4.0/

oai:ojs.scriptora.org:article/46 2026-01-22T06:34:55Z files:ART

GST 2.0: Assessing Structural Reforms and Their Impact on Businesses in India Samuel Lalthanliana GST 2.0; Indirect Tax Reform; Structural Reforms; Input Tax Credit; Compliance Costs; E-Invoicing; Digital Tax Administration; Small and Medium Enterprises (SMEs); Tax Rationalization; Business Competitiveness; Supply Chain Efficiency; Fiscal Policy; Tax Transparency; Economic Growth; India. The Direct taxation has shifted significantly with the introduction of the Goods and Services Tax (GST) and the introduction of GST 2.0 is a reflection of the attempts of the government to perfect this system with the prevailing industry apprehensions. This paper assesses the structural reforms which have been proposed under GST 2.0 and analyses the implication of the reforms on businesses in different sectors. Some of the main changes addressed in the research include simplified levels of filing returns, better input tax credit processes, rationalization of tax levels, better digital compliance application and strategies to fight tax evasion. The study determines the effect of these changes on the operational efficiency, compliance cost, working capital management and the overall business confidence using a mix of secondary data, policy analysis, and industry reports. Results show that GST 2.0 has made the process of accounting easier to the small and medium enterprises with more predictable filing schedules and simplified documentation requirements. More intensive integration of technology especially in both e-invoicing and real-time data validation has raised the level of transparency and minimized cases of credit misfit, which are favourable to compliant firms. Nevertheless, some obstacles still exist, such as industry-related ambiguity, reliance on digital infrastructure, and transition issues that businesses face in rural areas. Big organizations are reporting to have enhanced supply chain effectiveness and increased transparency in their tax planning processes, whereas smaller organizations still need more simplification and assistance. In sum, GST 2.0 can be discussed as one of the major steps towards the stabilization of the Indian indirect tax ecosystem. The reforms have led to an increase in compliance, expansion in tax base and increased operational uniformity among states. However, the success of GST 2.0 in the long-term will rely on the feedback-based changes, capacity building of the administration, and long-term cooperation between the policymakers and the industry stakeholders. This paper identifies the necessity of additional specific reforms so as to make the tax system to be accommodative, predictable and business friendly in the face of a fast-changing economic scenario. Paradox International Publications 2025-10-30 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/46 10.65579/sijri.2025.v1i3.07 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 1, Issue 3, October 2025; 52-61 3107-9334 eng https://scriptora.org/index.php/files/article/view/46/32 Copyright (c) 2025 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by/4.0/

oai:ojs.scriptora.org:article/49 2026-01-22T06:37:01Z files:ART

Workplace Mental Health: Strategic HR Interventions for Employee Wellbeing Antra Agarwal Workplace mental health; Employee wellbeing; Human Resource Management; Strategic HR interventions; Psychological safety; Organizational culture; Employee assistance programs; Manager training; Burnout prevention; Work–life balance; Flexible work policies; Stress management; Employee engagement; Mental health support systems; Occupational health. Mental health at workplaces has become one of the key topics of concern among organizations that aim to maintain productivity, retain talents, and promote desirable workplaces. With growing importance of employee wellbeing on the organization performance, Human Resource (HR) functions are better placed to introduce and deploy strategic interventions which can target the mental health proactively. The research paper seeks to discuss the ways in which HR strategies can be used to reinforce mental health at the workplace through incorporation of policy frameworks, supportive leadership practices and evidence-based wellbeing programs. It states that mental health is not a standalone project, but should be integrated into the overall organizational culture, which manifests itself in the day-to-day management behaviour, and backed by the effective mechanisms of early detection and intervention. The paper considers the main causes of workplace stress, such as pressure on the workload and the inability to feel secure at work, lack of autonomy, and ineffective interpersonal relationships, and assesses how HR policies related to job design, performance management, flexible working, and communication can be used to solve the issues. The role of training managers to identify the manifestations of distress, establish psychologically safe working conditions, and act empathetically is given special attention. Also, the research identifies the role of the employee assistance program, peer-support system, and digital wellbeing intervention when introduced as a logical HR plan and not as a singular benefit. In the research, it has been indicated that the organizations that place importance on mental health achieve increased engagement, reduced absenteeism, and better retention. What is more important is that they create a culture in which employees feel appreciated and helpful and allow them to play a greater role in enhancing organizational objectives. The paper provides an inference that strategic HR interventions, which have their foundation based on prevention, inclusivity, and a long-term dedication to leadership is very necessary in ensuring wellbeing of employees and long-term organizational stability. Paradox International Publications 2025-11-14 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/49 10.65579/sijri.2025.v1i4.06 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 1, Issue 4, November 2025; 45-55 3107-9334 eng https://scriptora.org/index.php/files/article/view/49/33 Copyright (c) 2025 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by/4.0/

oai:ojs.scriptora.org:article/50 2026-01-22T06:37:25Z files:ART

Remote Work Dynamics: Redefining Motivation and Productivity Antra Agarwal Remote Work, Employee Motivation, Productivity, Virtual Teams, Digital Collaboration, Flexible Work Models, Work–Life Balance, Organizational Behavior, Remote Leadership, Employee Engagement, Telecommuting, Digital Work Environment. The prevalence of remote working has fundamentally changed the manner in which organizations were operated, due to the fact that the companies have been compelled to reconsider the aspect of ensuring motivation and productivity in non-conventional work environments. Specifically, in this research paper, Remote Work Dynamics: Redefining Motivation and Productivity, we pay specific attention to the dynamic aspects of the determiners of the performance of employees in the virtual work environment. According to the latest organizational behaviour theory and studies, the paper will discuss how autonomy, flexibility, digital collaboration tools, and work life integration affect intrinsic and extrinsic motivation of the remote workers. It has been mentioned, remote work can increase motivation due to increased autonomy, reduced stress associated with commuting, and personalized workplaces, yet may also reduce motivation when it is linked to social isolation, lack of information, and manager-attention. The productivity performance has also been discussed in the paper with special consideration of how technological proficiency, communication norms, task design, and organizational culture affect remote performance. It has also been pointed out that productivity may often increase when personnel feel trusted, psychologically secure, and are able to utilize successful digital devices, and in contrast may decrease as work-life boundary is lost or as digital fatigue occurs. The paper also examines HR practices such as virtual engagement, clear performance indications, and supportive leadership behaviors that can help organizations to keep motivation and productivity in remote teams. In general, it is possible to state that the results highlight that remote work is not necessarily positive or negative in terms of its impact on performance but rather the result of how successfully organizations develop the means of providing their employees with autonomy, connection, and well-being. Combining the most important drivers and challenges, the study provides a well-rounded concept of the remote work dynamics and an immediate response to the leaders to create and sustain high levels of productivity in the digitally mediated working environment. Paradox International Publications 2025-11-14 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/50 10.65579/sijri.2025.v1i4.07 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 1, Issue 4, November 2025; 56-65 3107-9334 eng https://scriptora.org/index.php/files/article/view/50/34 Copyright (c) 2025 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by/4.0/

oai:ojs.scriptora.org:article/51 2026-01-22T06:38:58Z files:ART

Gamified Learning and Cognitive Retention: A Study on Student Engagement in Virtual Classrooms Dr. J. Lourdu Vesna Gamified learning, Cognitive retention, Student engagement, Virtual classrooms, Online education, Game-based elements, Motivation, Interactive learning, Digital pedagogy, Learning analytics The transition to virtual learning environments has enhanced the pursuit of instructional strategies that can maintain the attention of students and enhance in-depth learning. Gamified learning, where the game features of points, badges, levels, and interactive challenges are added, have become an interesting perspective when it comes to making the process more engaging. In this research, the author explore the connection between the design of gamified instructions and cognitive retention among college students attending completely online classes. A mixed-methods research design was employed to gather data on 186 undergraduates attending virtual classrooms which had applied structured layers of gamification. On the one hand, the quantitative aspects of cognitive retention were assessed by pre-tests and post-tests conducted within the scope of four-weeks instructional cycle and on the other hand the insights of qualitative nature were provided in terms of student reflections and focus groups. The discussion found that the students who were exposed to gamified learning had a much better retention score than appearance in non-gamified control sections. Respondents also said that game parameters improved their desire to repeat learning activities, motivated them to stay longer in their engagement and alleviated the feeling of loneliness that is usually experienced in online learning. Qualitative data showed that narrative-based difficulties, as well as mechanisms of immediate feedback, had an especially significant role in keeping attention and making students establish more robust memory links. Nevertheless, the research also established that some learners were at times anxious because of poorly designed competitive aspects, and balanced and inclusive gamification approaches should be considered. On the whole, the findings reveal that carefully created gamified learning activities may facilitate cognitive retention through the engagement of active learning and facilitation of repetitive course interaction. The research paper is relevant to the existing arguments on effective virtual pedagogies and will provide useful suggestions to teachers aiming at incorporating gamification into online learning. It is recommended that future research focuses on long-term effects and investigates how individual learner preferences can be used to develop the efficacy of gamified environments. Paradox International Publications 2025-12-02 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/51 10.65579/sijri.2025.v1i5.01 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 1, Issue 5, December 2025; 1-8 3107-9334 eng https://scriptora.org/index.php/files/article/view/51/35 Copyright (c) 2025 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by/4.0/

oai:ojs.scriptora.org:article/52 2026-01-22T06:39:13Z files:ART

Digital Interventions in Heritage Tourism: Examining the Role of PRASHANT and Swadesh Darshan Schemes in Preserving and Promoting Uttar Pradesh’s Cultural and Architectural Circuits Dr. Aditi Neeraj Chaturvedi Digital heritage; Tourism circuits; PRASHANT scheme; Swadesh Darshan; Cultural preservation; Architectural heritage; Uttar Pradesh tourism; Virtual interpretation; GIS mapping; Heritage promotion; Digital interventions; Sustainable tourism development. The heritage tourism is also being transformed by the digital technologies, which improved the connection with the visitors, revitalized the cultural narratives, and strengthened the preservation efforts. The paper examines how the cultural and architectural heritage of Uttar Pradesh has been retained and promoted through the two new projects in India, one of which covers PRASHANT, a digital intervention model that seeks to promote heritage awareness of particular regions, and Swadesh Darshan Scheme, a central-government programme that seeks to create theme-based tourism circuits. The paper will focus on the ways in which the integration of the digital solutions, including interactive mobile applications, virtual walkthroughs, GIS maps and heritage interpretation applications, as a subset of PRASHANT, can introduce more accessible and interactive experiences to the tourist. It also speculates how the circuit-based development of Swadesh Darshan, particularly in Buddhist, Ramayana and architectural heritage circuit, will create a facilitating infrastructure on which the digital strategies will prosper. The research uses a mixed-methodology that includes the analysis of the documents, field observations, and the stakeholder interviews with the tourism staff, conservation experts, and the local communities as the means of studying the success, difficulty, and sustainability of long-term prosperity of such interventions. The results point to the fact that PRASHANT digital projects enhance heritage literacy, diversify visitor profiles, and mitigate excessive strain on vulnerable sites with the help of virtual alternatives. At the same time, the physical and interpretive improvement of Swadesh Darshan preconditions the necessary base on which digital mediums will be able to take off. Nonetheless, there are still gaps in digital access, multilingual content, training on the community level, and maintenance of technological assets in the long term. The paper concludes that the interaction of digital intervention and infrastructural development is a strong force that improves the heritage tourism in Uttar Pradesh. To maintain these gains, it is essential to strengthen the involvement of the people on the ground, guarantee the integrity of data, and increase digital inclusiveness. The paper highlights the increasing prospects of the integrated digital schemes to conserve, understand and market the rich cultural and architectural routes in India more vibrant and accountable. Paradox International Publications 2025-12-02 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/52 10.65579/sijri.2025.v1i5.02 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 1, Issue 5, December 2025; 9-17 3107-9334 eng https://scriptora.org/index.php/files/article/view/52/36 Copyright (c) 2025 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by/4.0/

oai:ojs.scriptora.org:article/64 2026-01-22T06:39:32Z files:ART

Entrepreneurial Resilience: Surviving Economic Uncertainty in Emerging Markets Dr. Putti Selvaraj Entrepreneurial resilience; Emerging markets; Economic uncertainty; Adaptive strategies; Opportunity recognition; Social capital; Business model adaptation; Innovation; Risk management; Institutional challenges; Entrepreneurial ecosystems; Resourcefulness; Network-based support; Crisis response; Sustainable growth. The entrepreneurs in the emerging markets are experiencing a unique set of opportunity and volatility due to the changing economic trends, institutional voids, and consumer environments that are changing extremely fast. This paper discusses the role of entrepreneurial resilience as a strategic and psychological asset which helps business owners to be resilient to economic uncertainty and adapt to it. Based on the interviews with founders in various industries in emerging economies, the study provides key drivers of resilience, such as recognizing opportunities in unfavorable environments, business model redesign, dependence on informal networks, and the capacity to quickly and cheaply make changes in the strategic direction. These results emphasize the idea that resilience is not a fixed characteristic of the person but a developing ability that is developed through experience, community support, and negotiation of risk that is ongoing. It is also associated with the finding of the study that economic uncertainty causes threats and openings. Volatility is considered to be a field where entrepreneurs are free to experiment and with that, such entrepreneurs are far better in pivoting than their counterparts who have a fixed operational structure. Convenience of social capital more so social networks, trust-based partnerships, peer tutelage, emerges as a highly significant insurance against institutional weaknesses such as limited credit facilities or unstable regulatory structures. In addition, the research specifies the significance of learning as a failure as the process due to which entrepreneurs grow more and more judgmental and resilient over time. The combination of the behavioral and contextual approaches will lead to a better understanding of the development and operation of resilience in the environment with low predictability in this paper. Policymakers, support organizations, and investors can use the insights to improve the entrepreneurial ecosystems in emerging markets. Lastly, this research paper goes ahead to recognize resilience as an evolutionary, adaptive process wherein the entrepreneur cannot merely endure the economic turbulence, but in fact, he can convert uncertainty into pathways of sustained growth and innovation. Paradox International Publications 2025-12-02 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/64 10.65579/sijri.2025.v1i5.03 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 1, Issue 5, December 2025; 18-28 3107-9334 eng https://scriptora.org/index.php/files/article/view/64/37 Copyright (c) 2025 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by/4.0/

oai:ojs.scriptora.org:article/75 2026-01-22T06:40:16Z files:ART

Time Management Practices of Single Working Mothers Nisha Stephen Dr. R Radhika Time Management, Single Working Mothers, Work–Life Balance, Occupational Stress, Role Overload, Flexible Work Arrangements Time management has become a fundamental competency among working women, especially to single working mothers who have to carry the burden of both their work career and family life on their own. This paper will explore the time management strategies used by working single mothers and how the strategies affect their managing work and life as well as their output and general well-being. The time pressure faced by single working mothers is usually more intense because they have to balance both work and parenting, and proper time management is the key to being able to maintain their personal and career lives. The study is descriptive and analytical with data being drawn on the single working mothers who work on different sectors. The structured questionnaire was employed to gather primary data that concerned the daily scheduling, prioritization method, task delegation, technology use, and coping with stress associated with time. The secondary data were obtained using literature, reports and past research on time management and working women. Data collected were processed with the help of suitable statistical tools to find the patterns, challenges, and successful practices. The research findings have shown that single working mothers seek planning, prioritization, and routine-based scheduling as the key factors in coping with their tasks. Although some of them have embraced various time management tactics, most respondents indicated that they were still facing problems of role overload, insufficient personal time and work stress. Another factor that has been brought to light in the study is that the organizational support, flexible work arrangements, and availability of childcare are important as they contribute to time management effectiveness. The paper concludes that single working mothers have high adaptive time management skills; however, the systemic support of employers and policymakers is essential to enhance their quality of life. The results will aid in the enhanced comprehension of the distinctive time management issues among single working mothers as well as contribute to the understanding of how supportive workplace practices, as well as social policies, could be formulated. Paradox International Publications 2025-12-02 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/75 10.65579/sijri.2025.v1i5.04 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 1, Issue 5, December 2025; 29-37 3107-9334 eng https://scriptora.org/index.php/files/article/view/75/38 Copyright (c) 2025 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by/4.0/

oai:ojs.scriptora.org:article/76 2026-01-22T06:40:34Z files:ART

The Future of Work: Upskilling Strategies in the Age of Automation Dr. Savita Kailas Bharati Dr. Yogesh Mohan Gosavi Future of Work, Automation, Upskilling, Workforce Transformation, Artificial Intelligence, Digital Skills, Lifelong Learning, Employability, Skill Development Several processes have shifted the character of work in various industries with the fast development of automation and artificial intelligence and digital technologies, reshaping the skills needed and the structure of the workforce. Even as automation improves productivity and operational efficiency, it also creates an issue of job displacement, skill obsolescence and skill gaps. In this regard, upskilling has become a very important strategic reaction to organizations, educational establishments and policy makers in order to guarantee workforce sustainability and employability sustainability. The future of work is explored in this research paper under a closer attention to upskilling strategies that will be required in order to keep up with the changing needs of an automated economy. The research is conceptual and analytical and will be informed by the available literature, industry reports, as well as international workforce trend patterns to determine the main skills needed in the age of automation. Focus is made on digital literacy, data analytics, problem-solving, creativity, and adaptability and socio-emotional skills that do not replace automated systems but instead complement them. The paper also discusses how organizations can play a role in developing continuous learning cultures, how the higher education institutions can match their curriculums to the demands of the industry, and how the public policy initiatives can be used to support the lifelong learning and the workforce transition. Results indicate that the most effective upskilling strategies presuppose a collabourative strategy that includes employers, educational institutions, governments, or individuals. Adaptable learning frameworks, technology-based training systems, and work-based learning opportunities are defined as critical skill improvement mechanisms. The authors come to the conclusion that investment in upskilling proactively is not only beneficial to reduce the negative impact of automation but also to promote innovation, employee engagement, and long-term economic development. The article is relevant to the current discussion of workforce transformation because it provides practical lessons on how to make the future of work in the world dominated by automation. Paradox International Publications 2025-12-02 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/76 10.65579/sijri.2025.v1i5.05 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 1, Issue 5, December 2025; 38-46 3107-9334 eng https://scriptora.org/index.php/files/article/view/76/39 Copyright (c) 2025 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by/4.0/

oai:ojs.scriptora.org:article/77 2026-01-22T06:40:51Z files:ART

Diversity and Inclusion as Drivers of Organizational Innovation Dr. Savita Kailas Bharati Dr. Yogesh Mohan Gosavi Diversity, Inclusion, Organizational Innovation, Inclusive Leadership, Workforce Diversity, Knowledge Sharing, Creativity, Organizational Culture The demands of seeking sustainable sources of innovation and the fact that the business environment is highly complex and competitive necessitate that organizations seek alternative sources of innovation rather than the traditional technological and structural ones. Diversity and Inclusion (D&I) have become relevant strategic forces that determine creativity, problem-solving and organizational innovations. This research paper explores the role of diverse workforce composition and inclusive organizational practices in the achievement of innovation results in the industry. The research takes a conceptual and analytical perspective and combines the available existing empirical literature and theoretical models associated with diversity of the workforce, inclusive leadership, and innovation performance. The paper touches on the different dimensions of diversity i.e. gender, ethnicity, age, educational qualification and cognitive diversity and how measurement of the inclusion cultures can be used as a source of effective exploitation of the diversity. According to it, diversity does not drive the innovative processes, and rather, it is the inclusion that will render the diversity of opinions into innovative ideas and solutions. These practices are identified to contain the following practices that are deemed to provide equitable friendly decision-making, psychological safety, collaborative leadership, and open communication that could be found to mediate diversity and innovation. In addition, the paper highlights the role played by the inclusive leadership towards building trust and encouraging knowledge sharing that is essential in the innovation process. Other organizational problems that have been addressed in the paper are the presence of unconscious bias in an organization, an organization that is reluctant to embrace changes and structural obstacles that may bring down the fruits of diversity programs. With the management of such challenges, organizations can create an environment within which various talent will thrive and add value to innovation. The findings emphasize the concept that the organizations, in which diversity and inclusion are at the center of the strategic agenda, are more likely to enhance creativity, flexibility, and sustainable competitiveness. By strengthening the opinion that diversity and inclusion are not only ethical or compliance-driven programs, but great generators of organizational innovation and performance in the present-day working environment, the paper adds to the management and organizational literature. Paradox International Publications 2025-12-02 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/77 10.65579/sijri.2025.v1i5.06 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 1, Issue 5, December 2025; 47-55 3107-9334 eng https://scriptora.org/index.php/files/article/view/77/40 Copyright (c) 2025 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by/4.0/

oai:ojs.scriptora.org:article/80 2026-01-22T06:41:11Z files:ART

Consumer Trust and Ethical Branding in Cross-Border E-Commerce Dr. Vinaysagar L.S. Consumer Trust; Ethical Branding; Cross-Border E-Commerce; Digital Trust; Corporate Social Responsibility; Brand Credibility; Online Consumer Behavior; Global E-Commerce; Data Privacy; Sustainable Branding The high growth of e-commerce across borders has revolutionized the retail world in the global arena by allowing customers to access services and goods that cross national borders. Although such digital integration presents great opportunities in the market, it also adds pressure to the issues of consumer confidence, ethical behavior, and brand reputation. The perceived risks involved in the cross-border online transaction process are likely to increase due to the differences in the legal systems and cultural norms, data protection standards, and business practices of the consumers who make such a purchase. In that regard, the ethical branding has become a crucial factor of defining consumer confidence and shaping the intention to purchase. This academic article will explore the connection between brand ethics and consumer trust in the context of cross border e-commerce. It discusses the importance of ethical considerations like transparency, privacy of data, fair prices, responsible sourcing and honest communication in the establishment of trust between the international consumers. The paper follows a thorough approach of review, summarizing the existing research on marketing, international business, and digital trading to outline the main ethical branding strategies that promote international trust. Specific focus is on how corporate social responsibility, sustainability programs and adherence to global codes of ethical conduct can be used to reinforce brand reputation. The results indicate that a moral duty of ethical branding can be effectively used as a strategic instrument to minimize the perceived risk and to create long-term consumer relations in a cross-border market. Brands which show ethical practices continuously ensure that the consumers have confidence in them, purchase their products repeatedly, and have a competitive advantage in the global e-commerce. The article helps expand the current understanding of the literature by demonstrating increased significance of trust-based mechanisms that are ethics-driven in cross-border digital commerce. It also provides relevant knowledge on the part of the e-commerce companies that are interested in establishing sustainable global brands by harmonizing the ethical principles with the expectations of consumers in various global markets. Paradox International Publications 2025-12-02 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/80 10.65579/sijri.2025.v1i5.07 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 1, Issue 5, December 2025; 56-66 3107-9334 eng https://scriptora.org/index.php/files/article/view/80/41 Copyright (c) 2025 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by/4.0/

oai:ojs.scriptora.org:article/81 2026-01-22T06:41:27Z files:ART

Biodegradable Polymers: The Future of Sustainable Plastic Alternatives Jayadip Ghanshyambhai Tejani Biodegradable polymers, Sustainable plastics, Bio-based materials, Plastic pollution, Circular economy, Environmental sustainability, Polymer degradation Increasing environmental pressures brought about by traditional petroleum-based plastics have increased the desire to seek alternative solutions in the form of biodegradable polymers across the world. The continuous accumulation of plastic waste and microplastic pollution and ecological degradation have shown the necessity to find materials that would unite the functional performance with environmental responsibility. This paper discusses the use of biodegradable polymers as a sustainable remedy to reducing plastic pollution, as well as promoting the goal of sustainable development. The paper will review the classification, synthesis, properties and the degradation mechanisms of the major biodegradable polymers, such as polylactic acid (PLA), polyhydroxyalkanoates (PHAs), starch-based polymers and cellulose-derived polymers. Their physicochemical properties, methods of processing, and applicability to packaging, agriculture, biomedical equipment, and consumer goods are emphasized. The study also examines the environmental advantages of biodegradable polymers, especially their smaller carbon footprint, lesser reliance on fossil resources, and fit with the principles of the circular economy. Representations of the findings of life-cycle assessment are presented to determine the overall sustainability of the findings with respect to the conventional plastics. Besides this, the paper also points out crucial barriers to a large-scale adoption, including increasing the cost of production, mechanical performance constraints, lack of infrastructure to compost and biodegrade, and regional regulatory disparities. The newest technologies in the fields of polymer blending, nanocomposites, and bio-based additives are examined to show how the challenges are being overcome. The importance of policy frameworks, industry cooperation, and consumer consciousness towards increasing the speed of changing to biodegradable materials are also considered in the study. The results indicate that biodegradable polymers have a great potential of substituting conventional plastics in most of the applications as long as more research, innovative initiatives, and conducive government frameworks are maintained. Finally, biodegradable polymers can be viewed as a key direction to material innovation and sustainability of plastics in the long term in terms of environmental responsibility. Paradox International Publications 2025-12-02 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/81 10.65579/sijri.2025.v1i5.08 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 1, Issue 5, December 2025; 67-75 3107-9334 eng https://scriptora.org/index.php/files/article/view/81/42 Copyright (c) 2025 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by/4.0/

oai:ojs.scriptora.org:article/83 2026-01-22T06:43:33Z files:ART

Knowledge Management Systems: The Key to Competitive Advantage Dr. Savita Kailas Bharati Dr. Yogesh Mohan Gosavi Knowledge Management Systems; Competitive Advantage; Organizational Learning; Knowledge Sharing; Strategic Management; Intellectual Capital; Innovation Performance; Decision-Making; Knowledge-Based View; Business Performance With a growing economy that has been driven by knowledge, organizations are appreciating knowledge as strategic asset that has the potential of impacting competitive capability in the long run. This paper will look into how Knowledge Management Systems (KMS) can be used in the development and maintenance of competitive advantage through the facilitation of successful acquisition, storage, exchange, and use of organizational knowledge. The paper addresses the ways in which well-designed KMS can enhance better decisions, operational effectiveness, the ability to innovate and organizational learning. Using the existing knowledge-based view and resource-based perspective, the paper brings out the correspondence between the knowledge management practices and the strategic goals. The study follows a conceptual and analytical approach, incorporating the knowledge of previous empirical research, industry reports, and case evidence in organizations to assess the role of KMS on competitive performance. Special focus on such critical success factors of KMS implementation as technological infrastructure, organizational culture, leadership support, and employee participation is provided. The issues of knowledge silos, resistance to change, issues on data security, and the challenge of tacit knowledge capture are also discussed in the study. The results indicate that companies that have implemented built-in and user-friendly KMS are in a better stand to adapt to market dynamics, develop innovation, and create value among customers. Moreover, the success of sharing of knowledge across functional boundaries enhances the collaboration and eliminates redundancy resulting in cost-efficiency and quick problem solutions. The article highlights the fact that the competitive advantage provided by KMS is sustainable in the presence of constant learning, adaptive strategies and culture that embrace knowledge sharing. The research adds to the existing body of literature by giving a detailed insight on the role of Knowledge Management Systems as strategic enablers as opposed to technological aids. The results present effective implications to managers and policymakers who are aiming at enhancing competitiveness of organizations in the dynamic business settings. Paradox International Publications 2026-01-15 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/83 10.65579/sijri.2025.v2i1.01 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 2, Issue 1, January 2026; 1-9 3107-9334 eng https://scriptora.org/index.php/files/article/view/83/44 Copyright (c) 2026 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by/4.0/

oai:ojs.scriptora.org:article/84 2026-01-23T20:23:43Z files:ART

The Impact of Data-Driven Decision Making on Organizational Resilience Mr. Ravindranath Sagar Dr. Sarika R. Sagar Data-Driven Decision Making; Organizational Resilience; Business Analytics; Strategic Management; Risk Management; Digital Transformation; Organizational Agility With the growing volatile, uncertain, complex, and ambiguous business environment, organizational resilience has become a key competence in the long-term sustainability and competitive advantage. This paper discusses the value of data-driven decision making (DDDM) in organizational resilience, especially the systematic use of data helps an organization become more resilient and adaptive to disruptions, effective response to crisis and adaptation to changing conditions. The paper discusses the mechanisms that enhance strategic, operational, and adaptive resilience through data analytics, real-time information, and evidence-based decision processes with the help of information systems research, the literature on resilience, and management theories. The research is based on a conceptual and empirical view, where prevailing research is synthesized and organizational practices synthesized which incorporate advanced data analytics, business intelligence tools and predictive modeling in decision making structures. These results indicate that companies that use data-driven decision making have a better situational awareness, faster reaction, and better-informed strategic decisions when confronting uncertainty. The past disruption can also be learnt through data-driven practices so that organizations institutionalize knowledge and improve risk management structures. In addition, the research also identifies organizational culture, leadership support, and data governance as means to realize the maximum benefits of resilience offered by data-driven approaches. The paper makes its contribution to the literature by creating a definite connection between the data-driven decision making and resilience of organizations by stating that data does not make a difference without suitable analytical skills and human judgment. Managers and policymakers who aim to create resilience in their organizations by investing in data infrastructure, analyst skills, and cross-functional cooperation are given practical consequences. In general, the paper highlights data-driven decision making not only as a technological breakthrough but also as a strategic strength that can make an organization more resilient to the ongoing change and disruption. Paradox International Publications 2026-01-15 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/84 10.65579/sijri.2025.v2i1.02 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 2, Issue 1, January 2026; 10-18 3107-9334 eng https://scriptora.org/index.php/files/article/view/84/45 Copyright (c) 2026 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by-nc-sa/4.0

oai:ojs.scriptora.org:article/85 2026-01-25T20:41:26Z files:ART

Transformational Leadership in Remote and Hybrid Work Environments Dr. Savita Kailas Bharati Dr. Yogesh Mohan Gosavi Transformational leadership, Remote work, Hybrid work environments, Virtual leadership, Employee engagement, Digital communication, Organizational performance The sudden growth of remote and hybrid work models has radically changed organizational frameworks, leadership, and employee demands in all industries. Transformational leadership has become an important strategy in this dynamic environment and sustaining the engagement of employees, performance and commitment to the organization beyond the traditional physical work place. This essay will analyse the application of transformational leadership in remote and hybrid work practices with reference to how the dimensions of the idealized influence, inspirational motivation, intellectual stimulation, and individualized consideration will adjust to digital mediated work environments. Recent studies in the domain of leadership and organizational behaviour shed light on the issue, as the study is based on a comprehensive analysis of the latest literature on the topic, which identifies the key features of how transformational leaders can develop trust, collaboration, and shared purpose, despite geographical dispersal and less face-to-face communication. The paper brings out the importance of clear communication, emotional intelligence, and leader behaviours that can result in team cohesion and motivation with the help of technology. It also examines the issues that leaders encounter in virtual environments such as communication issues, isolation of employees, performance checks, and work-life balance issues. The results indicate that transformational leadership has a beneficial impact on employees in terms of satisfaction, innovation, and resilience, when leaders consciously use digital tools and inclusive practices in leadership. Furthermore, the paper highlights the necessity of the leadership development training programs adapted to the remote and hybrid environments and providing managers with adaptation and digital skills. The combination of the leadership theory and emergent realities in the workplace has led to the development of this paper, which will help in a better comprehension of effective leadership in flexible workplaces. The presented insights can be useful to organizational leaders, human resource practitioners and policymakers who are interested in improving leadership performance and staff welfare in the post-pandemic world of work. Paradox International Publications 2026-01-15 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/85 10.65579/sijri.2025.v2i1.03 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 2, Issue 1, January 2026; 19-28 3107-9334 eng https://scriptora.org/index.php/files/article/view/85/46 Copyright (c) 2026 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by-nc-sa/4.0

oai:ojs.scriptora.org:article/86 2026-01-27T20:45:50Z files:ART

A Statistical Analysis of Students' Attitudes Toward AI-Assisted Learning Dr. Prakash H S Artificial Intelligence in Education; AI-Assisted Learning; Student Attitudes; Educational Technology; Statistical Analysis; Digital Literacy; Higher Education The fast adoption of the artificial intelligence (AI) in the educational settings has altered the teaching learning processes, which requires an empirical comprehension of the perceptions of the students on the use of AI in learning. The proposed study will test the perceptions, acceptance, and concerns of students statistically about the use of AI-based tools in higher education. Quantitative research design was applied and structured questionnaire was applied to undergraduate and post graduate students in different academic fields. The scale covered such dimensions of key as perceived usefulness, ease of use, learning effectiveness, ethical concern, and trust in AI systems. Descriptive statistics were used to present the demographic features and general patterns of attitude whereas inferential statistical methods such as t-tests, ANOVA as well as correlation analysis were employed to find out significant differences and correlations between variables. The results show that most of the students show a moderately positive attitude toward AI-assisted learning, specifically appreciating the capacity to deliver personalized feedback, increase the effectiveness of the learning process, and assist students in studying at their own pace. Nevertheless, it was found that there were some significant issues with the data privacy, academic honesty, and over-reliance on automated processes. The statistical analysis shows that the attitude between the AI-assisted learning differs considerably depending on the academic field, the previous experience with AI tools, and digital literacy. Those students who had experience with AI-based educational applications were more likely to express increased acceptance and confidence than students with little exposure. The research is relevant to the existing body of literature on educational technology in that it provides data-driven information regarding the attitude of students towards AI in learning. The results highlight the significance of creating ethical standards, clear Artificial Intelligence, and specific digital literacy programs to guarantee successful and responsible use of AI in the educational process. The insights can educators, institutions, and policymakers in coming up with learner-centered AI-enabled educational approaches. Paradox International Publications 2026-01-15 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/86 10.65579/sijri.2025.v2i1.04 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 2, Issue 1, January 2026; 29-36 3107-9334 eng https://scriptora.org/index.php/files/article/view/86/47 Copyright (c) 2026 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by-nc-sa/4.0

oai:ojs.scriptora.org:article/87 2026-01-27T21:59:12Z files:ART

The Influence of Emotional Intelligence on Organizational Culture Ms. A. Priya Doris Emotional Intelligence (EI), Organizational Culture, Leadership and Emotional Competence, Employee Behavior, Workplace Dynamics, Self-Awareness, Relationship Management, Organizational Effectiveness, Adaptability and Innovation, Human Resource Development In the present day workplace, organizational culture is critical in influencing how workers behave, work in teams and their overall performance. The notion of emotional intelligence (EI) as the ability to recognize, understand and regulate both own and other people feelings has emerged a major concern in the pursuit of organization effectiveness. In this paper, the relationship between emotional intelligence and organizational culture is analyzed in the perspective of understanding how EI is relevant in the development and sustainability of healthy working environments. The integrated method used to collect primary data involved administration of structured questionnaires and in-depth interviews to the various employees within the various industries. The statistical tests on which quantitative analysis was founded included correlation tests and regression tests in an attempt to ascertain the strength and significance of interaction between EI elements-self-awareness, self-regulation, social awareness and relationship management and the significant components of organization culture which comprised innovation, collaboration, adaptability and ethical orientation. Information about the impact of the behaviours of emotional intelligence on the cultural norms, communication patterns, and leadership patterns was provided through qualitative results. The results indicate that positive relationships between high level of emotional intelligence and presence of adaptive, cohesive and ethically inclined organizational culture are important. The fact that the workers and the leaders were able to demonstrate higher degree of EI resulted in improved conflict management, improved teamwork, and enhanced acceptability to organizational change. The paper brings out that one of the main components that need to be integrated in the human resource management, leadership training and organization development strategies are the development of emotional intelligence. Once the organisations have created EI in their workforce and leaders, they would create a culture that can enable innovation, worker engagement, and performance sustainability outcomes. The implication of these findings into practice to the managers, HR professionals and policymakers is that they are interested in matching workforce capabilities and organizational values. Further studies can be focused on how EI interventions affect changing organizational culture and performance indicators in the long term. Paradox International Publications 2026-01-15 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/87 10.65579/sijri.2025.v2i1.05 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 2, Issue 1, January 2026; 37-44 3107-9334 eng https://scriptora.org/index.php/files/article/view/87/48 Copyright (c) 2026 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by-nc-sa/4.0

oai:ojs.scriptora.org:article/88 2026-01-28T19:58:07Z files:ART

From Human Capital to Human Experience: Redefining HRM in the Age of AI Dr. Savita Kailas Bharati Human Resource Management; Artificial Intelligence; Human Experience; Employee Engagement; Ethical AI; Digital Transformation; Workforce Analytics Human Resource Management (HRM) is changing radically because of the fast-paced adoption of artificial intelligence (AI) in organizational processes. HRM was traditionally based on the human capital efficiency, cost optimization, and productivity indicators, but it is currently shifting to a more holistic approach to the human experience that puts the human well-being, engagement, inclusion, and meaningful work into the limelight. The current paper will discuss how AI-based technologies are transforming the HRM practices and re-defining the nature of the relationship between organizations and staff. Based on the current theories and new findings in the field of HRM, the paper investigates how the transactional and data-intensive HR roles can be changed to experience-based and people-oriented systems, facilitated by AI-powered solutions. Among the most important areas of analysis, it is possible to distinguish AI in talent acquisition, performance management, learning and development, and employee engagement, which can be both strategic and ethically relevant. The paper reasons that although AI can increase accuracy of decision, personalization, and efficiency of tasks, its real worth in HRM is to supplement human judgments and not to substitute them. The necessity of responsible AI adoption that protects the trust of the employees, privacy, equity, and psychological safety is also emphasized. With the combination of human-centered design and the sophisticated analytics, companies will be able to develop adaptive HR ecosystems to strike the right balance of technological innovation and empathy and ethical governance. The study is relevant to the HRM literature because it introduces a theoretical framework that places human experience as a strategic product of AI-powered HR systems. It concludes that the future of HRM lies in the possibility to use AI not only as a productivity tool, but as the reason to create a sustainable, inclusive, and engaging work environment in an ever more digital age. Paradox International Publications 2026-01-15 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/88 10.65579/sijri.2025.v2i1.06 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 2, Issue 1, January 2026; 45-53 3107-9334 eng https://scriptora.org/index.php/files/article/view/88/49 Copyright (c) 2026 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by-nc-sa/4.0

oai:ojs.scriptora.org:article/89 2026-01-28T21:16:52Z files:ART

Sustainability Leadership: Driving Change through Ethical Governance Dr. Savita Kailas Bharati Sustainability leadership; Ethical governance; Corporate sustainability; Responsible leadership; Stakeholder engagement; Organizational ethics; Environmental stewardship; Social responsibility; Governance frameworks; Sustainable development The need to sustainability has become a major cause of long-term organizational resilience through the development of sustainability leadership as a response to growing environmental, social, and governance crises. This paper will discuss how sustainability leadership can help create a change in an organization by embracing ethical governance practices. Out of the old-fashioned profit-oriented leadership approaches, the study highlights the contribution of values-oriented leadership, transparency, accountability, and stakeholder inclusiveness to sustainability in decision-making and responsible organizational actions. The paper is theoretical and analytical as it relies on the literature available on ethical leadership, corporate governance, and sustainability management in order to examine the major leadership competencies that facilitates the organizations to incorporate sustainability in their strategies. Specific focus is put on how the ethical governance systems help reduce risks, build greater trust among the stakeholders, and contribute to the adherence to the environmental and social practices. The paper also examines how the sustainability leaders can impact the organisational culture, motivate employees, and integrate the business aims with wider societal and environmental aims. The results indicate that leaders who incorporate ethical principles within the governance frameworks are in a better position to initiate systemic change, guarantee compliance with regulations, as well as, generate shared value among various stakeholders. The research has established the importance of leadership commitment in regard to translating the sustainability policies into measurable outcomes and organizational long-term practices. The paper that relates the aspect of sustainability leadership to ethical governance falls within the developing discourse on the subject of responsible management and implications on the practical application to policymakers, executives and governance institutions desired to advance the objective of sustainable development. The paper concludes that sustainability leadership founded on ethical governance is a strategic facilitator which enables to balance economic performance and social responsibility and environmental stewardship in a world of increased complexity of the global business environment. Paradox International Publications 2026-01-15 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/89 10.65579/sijri.2025.v2i1.07 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 2, Issue 1, January 2026; 54-61 3107-9334 eng https://scriptora.org/index.php/files/article/view/89/50 Copyright (c) 2026 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by-nc-sa/4.0

oai:ojs.scriptora.org:article/92 2026-01-29T18:58:43Z files:ART

Religion, Resistance, and Sovereignty in Early Modern North India: Re-reading Guru Tegh Bahadur as a Patriotic Figure Mohit Dahiya Guru Tegh Bahadur; Ethical Sovereignty; Religious Resistance; Mughal Political Authority; Early Modern India This paper revises the political value of Guru Tegh Bahadur as an actor in early modern India and challenges the history of devotionalism and nationalism that have the tendency to simplify the historical nuances of his deeds. The issue that the research proposal will solve is the marginalisation of Guru Tegh Bahadur in historical accounts of political resistance where sovereignty is often evaluated in terms of dynastic or military power and not through moral religious dissent. The conceptual way the research is incorporated is the combination of religion, resistance and sovereignty in studying how the authority of the ethics played a counter-sovereign role in the Mughal imperial rule. The paper is methodologically based on textual-historical analysis of the Sikh primary sources such as the Guru Granth Sahib, Bachittar Natak, Bukamnamas, early rahit literature and Persian Mughal chronicles and the current historical literature as well. It features the main thesis as re-interpretation of Guru Tegh Bahadur as an expression of patriotism whose martyrdom was the expression of an idealistic defence of plural religious legitimacy and moral autonomy, and not sectarian motive. The article has its contribution to the discourse at the social-science level since it establishes a redefinition of early modern patriotism as something other than a territory-based nationalism, thus pointing out the element of ethical resistance as a progressive form of political sovereignty in the South Asian history. Paradox International Publications 2026-01-15 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/92 10.65579/sijri.2025.v2i1.08 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 2, Issue 1, January 2026; 62-67 3107-9334 eng https://scriptora.org/index.php/files/article/view/92/51 Copyright (c) 2026 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by-nc-sa/4.0

oai:ojs.scriptora.org:article/93 2026-02-26T19:38:09Z files:ART

The Role of Emotional Intelligence in 21st-Century Classrooms Dr. Sandhya Sharma Yatharth Sharma Emotional Intelligence; 21st-Century Classrooms; Social–Emotional Learning; Teacher Effectiveness; Student Engagement; Classroom Climate; Educational Psychology; Holistic Learning The contemporary classroom is evolving at a very rapid rate under influence of the technological advancement, the nature of exposure to the multi-cultural diversity and the altered expectations of the learners. It is against this backdrop that emotional intelligence has now emerged as a highly crucial competence in both teachers and students. The research paper is an exploration of the significance of emotional intelligence in the classroom as it was applied to the 21st century classroom within the context of the effects of the emotional intelligence on the effectiveness of classroom instruction, the motivation of students, classroom environment and student achievement. With the empirical research on education, psychology, and pedagogy, the paper provides a summary of the theoretical perspective of emotional intelligence to explore the meaning of self-awareness, self-regulation, empathy, motivation, and the social skills in day-to-day classroom interactions. The research uses a qualitative-analytical methodology, which involves a review of peer-reviewed journal articles, policy documents, and classroom-based studies that were published within the last 10 years. These findings indicate that emotionally intelligent educators can better manage classroom behavior, positively respond to the emotions of students, and design an inclusive learning process. Equally important, high emotional intelligence among students leads to enhanced teamwork, stability, problem-solving capacity and motivation to college. Another aspect highlighted in the analysis is that, emotional intelligence of some kind is a helpful variable in enhancing social-emotional learning, reducing classroom conflict and enhancing teacher performance-student relationships in more diverse, technology-mediated classrooms. The paper also talks of the issues related to the incorporation of emotional intelligence within the formal education systems and they are shortage of teacher training, curriculum issues, and difficulties in assessment. In spite of that, this study is keen to highlight that the integration of emotional intelligence in teacher education curriculums and classroom setting may play a key role in improving the holistic learning outcomes. The results add to the modern discourse of education since they address the significance of emotional intelligence as a core competence to develop flexible, compassionate, and emotionally-strong learners in the XXI century. On the whole, the research paper supports the idea that emotional intelligence should be acknowledged at the policy level as a crucial learning area in equipping the learners with complex social, professional, and ethical issues in the future in the context of global education. Paradox International Publications 2026-01-15 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/93 10.65579/sijri.2025.v2i1.09 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 2, Issue 1, January 2026; 68-75 3107-9334 eng https://scriptora.org/index.php/files/article/view/93/60 Copyright (c) 2026 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by-nc-sa/4.0

oai:ojs.scriptora.org:article/94 2026-02-26T19:31:55Z files:ART

From Chalkboards to Chatbots: The Transformation of Teaching Methodologies Dr. Radhadevi Vadapalli Teaching methodologies; Educational technology; Artificial intelligence in education; Chatbots in learning; Digital pedagogy; Learner-centered instruction; Smart classrooms; Technology-enhanced learning The fast adoption of online technologies has greatly posed a challenge to the approaches of teaching and re-framed the traditional classroom as an interactive technology-mediated classroom. The paper will analyze the pedagogical change of traditional chalkboard-based education to the introduction of smart digital learning devices, chatbots, learning management systems, and artificial intelligent-based educational platforms. The research will examine the effects of these technological interventions on the practice of instruction, involvement of learners and the entire teaching learning process in various learning institutions. The paper presents the review of available models of pedagogy and traces the development of the teaching approaches as a response to the technological progress with the help of the conceptual and analytical approach. Rather, the main emphasis is made on the contrast between teacher-centered and learner-centered and adaptive learning models on the basis of digital technologies. It also discusses the ways in which chatbots and AI-driven solutions can be applied to make education more accessible by providing customized learning, instant feedback and 24/7 academic assistance. It is implied that the teaching practice of technology makes it easier to learn, student motivation, and differentiated instruction by fulfilling diverse students needs. However, the transition has problems. The issues of digital literacy, the infrastructure restriction, data privacy, and the changing role of teachers are mentioned as the priority areas of concern that have to be planned and facilitated on a institutional level. The article outlines the relevance of applying technology innovation and pedagogical integrity in an effort to attain meaningful learning outcomes. The paper will discover that the substitution of chalkboard by chatbots is a change in technology as well as paradigm shift in the philosophy of education. By applying proper utilization of digital technology alongside proper pedagogical theory, learning institutions can develop more dynamic, interactive, and progressive learning. Paradox International Publications 2026-02-05 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/94 10.65579/sijri.2025.v2i2.01 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 2, Issue 2, February 2026; 1-8 3107-9334 eng https://scriptora.org/index.php/files/article/view/94/59 Copyright (c) 2026 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by-nc-sa/4.0

oai:ojs.scriptora.org:article/95 2026-02-22T21:13:17Z files:ART

Mathematical Modelling of Pandemic Dynamics: Predictive Insights and Policy Implications Dr. R.B. Tiwari Dr. Alok Kumar Shukla Dr. Vishwas Tiwari Pandemic dynamics, mathematical modelling, epidemiological models, SIR model, disease transmission, predictive analysis, public health policy, intervention strategies, sensitivity analysis, outbreak forecasting During pandemics, infectious diseases spread at a high rate assuming great challenges to both the health system, policymakers, and economies of nations across the globe. The use of mathematical modelling has become one of the most important tools in terms of how the pandemic dynamics, disease spreading forecasting, and evidence-based policy are understood. This paper will be concerned with the mathematical modeling of pandemic transmission based on compartmental models to examine patterns of transmission, evaluate how the intervention will work, and produce predictive information. In the study, the deterministic model is used whereby the Susceptible-Infected-Recovered (SIR) and its variations are used to estimate the relevant parameters in epidemiological terms, including the rate of transmission, recovery rate, and basic reproduction number. Calibration is done by means of secondary epidemiological data to model the different outbreak situations under different interventions by the public health. The results indicate that timely policy interventions like social distancing, vaccination interventions, and mobility limits are effective in order to decrease infection peaks, and general disease burden. The sensitivity analysis has shown that a minor alteration in the parameters of transmission may result in significant differences in the history of outbreaks, which underscores the significance of rapid and focused interventions. The paper also demonstrates how mathematical models may be used to help policymakers making comparisons between different strategies and projecting the needs in terms of healthcare resources. In addition to forecasting in the short-run, the study also highlights the relevance of mathematical modelling in long-term pandemic preparedness and response planning. The combination of epidemiological data and mathematical models makes the study a useful contribution to the optimization of the priorities of the population health concerning socio-economic factors. The findings highlight the importance of open, flexible and evidence-based modelling strategies to inform decision-making in times of health disasters. In general, the study can be added to the increasing body of evidence that shows that mathematical modelling can help eliminate the gap between theoretical analysis and practical policy-making in coping with current and upcoming pandemics. Paradox International Publications 2026-02-05 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/95 10.65579/sijri.2025.v2i2.02 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 2, Issue 2, February 2026; 9-16 3107-9334 eng https://scriptora.org/index.php/files/article/view/95/54 Copyright (c) 2026 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by-nc-sa/4.0

oai:ojs.scriptora.org:article/96 2026-02-26T19:25:52Z files:ART

From Chalkboards to Chatbots: Evolution and Transformation of Contemporary Teaching Methodologies Dr. Sameer Diwanji Teaching methodologies, Educational technology, Artificial intelligence in education, Chatbots in learning, Blended learning, Flipped classroom, Digital pedagogy, Personalized learning, E-learning platforms, Teacher transformation, Learning innovation, Student-centered learning. The education environment has turned around and ceased to be chalk board lectures but through digital mediation, and interactive and smart learning space. The article named, From Chalkboards to Chatbots: The Revolution in Teaching Methodologies, explores the changes that have occurred in the science of teaching due to advancement in technology and the expectation that has changed among the learners. It discusses ways of how the student centered, collaborative and technology integrated methods have gradually superseded the traditional teacher centered models in which knowledge is passively delivered. The paper will explore the ways of how digital technologies such as learning management systems, virtual classroom, adaptive learning platform, and AI-based chatbots have been incorporated into a modern education system. Special attention is given to the factors that make these innovations more accessible, personal and provide a real-time feedback. It further explains the transformation of pedagogy to blended learning, flipped classroom and experiential pedagogy, which encourages critical thinking and autonomy of learners by exploring in the paper. Despite the acknowledgment of the positive sides of technological integration, the paper addresses such concerns as the problem of digital divide, issues of data privacy, teacher preparedness, and the need to apply artificial intelligence in classrooms in a morally acceptable manner. The paper reveals the significance of a balance between human interaction and digital innovation through a review of the modern educational practices and the technological trends. The results indicate that the successful change is not only technological but pedagogical that needs the ongoing professional growth, institutional assistance, and considerate redesign of the curriculum. Finally, the disappearance of chalkboards in favour of chatbots is a redefinition of the teacher role as a knowledge transmitter into a facilitator, mentor, and learning architect to make sure that technology is an enabler of meaningful and inclusive learning and not a substitute to human interaction. Paradox International Publications 2026-01-15 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/96 10.65579/sijri.2026.v2i1.10 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 2, Issue 1, January 2026; 76-83 3107-9334 eng https://scriptora.org/index.php/files/article/view/96/58 Copyright (c) 2026 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by-nc-sa/4.0

oai:ojs.scriptora.org:article/98 2026-02-26T19:07:41Z files:ART

Fiscal Multipliers in Emerging Economies: A Nonlinear Approach to Policy Effectiveness Dr. T. Umapathy Fiscal multipliers; Emerging economies; Nonlinear models; Threshold regression; Regime-switching analysis; Policy effectiveness; Countercyclical fiscal policy; Macroeconomic stabilization; Public debt dynamics; Output gap. This paper will look at the value and conduct of fiscal multipliers in emerging economies using a nonlinear analytical framework, which will provide an evaluation on policy effectiveness under various macroeconomic conditions. Although traditional linear approaches presume that multiplier impacts are always constant, mounting evidence indicates that fiscal policy can have different impacts across economic cycles, levels of debt as well as financial limits and external susceptibility. This study examines the fiscal expansions to understand whether they lead to asymmetric effects (during recessions and expansions) and threshold conditions (inflation, public debt, output gaps) to modify the channel of transmission of fiscal shocks. The study employs nonlinear econometric models of threshold regression and regime switching model to estimate a state-reliant output response of government spending and taxation variations using panel data of selected emerging markets over a multi-decade period. The results show that fiscal multipliers are higher in times of economic recessions as the monetary policy room is narrow, and the financial markets are not experiencing downward trends. Multiplier effects, in contrast, fall in a high-debt or high-inflation regime, in which policy transmission is undermined by crowding-out effects and credibility problems. The analysis also shows heterogeneity among countries which is manifested by the variations in institutional quality, fiscal credibility, trade openness, as well as exchange rate flexibility. These findings underscore the need to design policies within the context, as opposed to use of standard multiplier presumptions. The research adds value to the literature by providing empirical data that fiscal effectiveness in the emerging economies is nonlinear and depends on macroeconomic regimes. The policy implications are that the countercyclical fiscal policies become more effective when they are taken in supportive macroeconomic conditions and credible fiscal frameworks. Adaptive fiscal policies based on nonlinear dynamics have the potential to improve the results of stabilizing the situation and achieve sustainable economic growth in the emerging markets. Paradox International Publications 2026-02-05 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/98 10.65579/sijri.2026.v2i2.03 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 2, Issue 2, February 2026; 17-27 3107-9334 eng https://scriptora.org/index.php/files/article/view/98/56 Copyright (c) 2026 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by-nc-sa/4.0

oai:ojs.scriptora.org:article/99 2026-02-26T19:15:46Z files:ART

Digital Trade Barriers: The Rise of Data Localization and Its Economic Costs Dr. T. Umapathy Digital trade; Data localization; Cross-border data flows; Digital economy; Trade barriers; Regulatory fragmentation; Economic costs; Digital sovereignty; Global value chains; Innovation and competitiveness Because of the fast-growing digital economy, the environment of global trade is transformed since people can now cross-border with data flows, provide digital services, and platform business models. However, as this has grown the governments have been actively enforcing digital trade barriers particularly in the form of data localization requirements or in other words data that is stored or processed within the national borders of a country. The development of the data localization policies is considered in this paper and their economic impacts on the firms, consumers and country economies are examined. Based on the trade theory, institutional analysis and new empirical results, the paper will elaborate on the effects of such regulations in the market efficiency, innovation, foreign direct investment and participation in global value chains. As an analysis has revealed, despite the efforts to defend data localization with the assistance of the national security, privacy protection, and digital sovereignty, it can pose a strong compliance load on the business, especially small and medium enterprises. The cross-border data flow cap can reduce economies of scale, reduce access to cloud infrastructure, and harm the advancement of digital services. The paper also looks at the effects of these barriers on the international competitiveness that will lead to market fragmentation and low productivity growth. The study draws attention to the differences in the approach to regulations between emerging and developed economies through the prism of comparative policy review and economic modeling insights. Based on the findings, the extremely restrictive data localization can more than compensate the positive effects on the operations, decrease the trade volumes in the digitally enabled industries, and slow the spread of innovations. At the end of the study, the researcher recommends balanced regulatory systems that protect the valid purpose of a policy to the masses yet ensure the freedom to trade in the digital space. This type of moderated strategies is vital to the continued inclusive growth in a fast-growing globalized economy that is becoming data-driven. Paradox International Publications 2026-02-05 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/99 10.65579/sijri.2026.v2i2.04 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 2, Issue 2, February 2026; 28-38 3107-9334 eng https://scriptora.org/index.php/files/article/view/99/57 Copyright (c) 2026 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by-nc-sa/4.0

oai:ojs.scriptora.org:article/100 2026-03-01T17:53:49Z files:ART

Financial Analytics in Digital Marketing Campaign Optimization Dr. Avik Chattopadhaya Financial Analytics; Digital Marketing; Campaign Optimization; Return on Investment (ROI); Customer Acquisition Cost (CAC); Customer Lifetime Value (CLV); Marketing Performance Measurement; Predictive Analytics; Data-Driven Decision Making; Budget Allocation; Attribution Modeling; Marketing Automation. The accelerated increase in digital media has transformed marketing to be an information-led activity where financial responsibility and performance measurement are the critical factors in strategic decision making. The current paper explores the application of financial analytics to enhance digital marketing campaign which involves cost analysis, revenue attribution and predictive modeling. The paper examines how organizations use key financial indicators to optimize campaign success and budgetary expenditure such that the indicators are, but not limited to, that of the Return On Investment (ROI), the Customer Acquisition Cost (CAC), Customer Lifetime Value (CLV) and marginal contribution. The quantitative research design used to analyze the secondary data of digital campaigns in different industries involved the regression model, the attribution analysis, and the performance dashboards as the tools of analysis. The findings indicate that the precision with which the campaign can be improved using financial evaluation using data can be significant since it assists in choosing the channel that works best, reducing the number of segments, and moving the funds around in real time. Rapid state-of-the-art analytics, including machine learning-based prediction and automatic bidding system, offer increased conversion and reduced marketing wastage too. The other important observation provided in the study is that the financial analytics must be incorporated with the marketing automation platforms in a manner that the results can be evaluated, transparency should be ensured and the marketing and finance units should be aligned strategically. Within the emerging digital eco-systems, organizations that adopt systematic financial performance paradigms are more lucrative and have sustainable competitive advantage. The research will come to the conclusion that financial analytics is not merely a monitoring tool but a facilitator of digital marketing optimization. In a digital marketplace that is increasingly competitive, organizations can instill financial intelligence in campaign planning and execution in order to achieve better accountability, data-driven decision-making, and value addition in the long-term. Paradox International Publications 2026-02-05 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/100 10.65579/sijri.2026.v2i2.05 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 2, Issue 2, February 2026; 39-46 3107-9334 eng https://scriptora.org/index.php/files/article/view/100/61 Copyright (c) 2026 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by-nc-sa/4.0

oai:ojs.scriptora.org:article/101 2026-03-05T19:01:07Z files:ART

AI Tutors and the Future of Personalized Education in Developing Nations Dr. C. Jayakumar Dr K Sudhakar Artificial Intelligence (AI) in Education, AI Tutors, Personalized Learning, Adaptive Learning Systems, Developing Nations, Educational Technology (EdTech), Teacher Shortages, Learning Analytics, Digital Education, Student Engagement, Education Equity, Intelligent Tutoring Systems, Technology-Enhanced Learning The rapid introduction of artificial intelligence (AI) to the educational field has led to new chances in the process of personal learning, particularly in the developing countries where lack of resources and teachers makes access to education and its quality unattainable. The current paper discusses the opportunity of the AI-based tutoring systems to transform the existing learning process and make it more personalized, by tailoring the learning content and delivery speed and feedback to the needs of specific learners. The study indicates the positive effects of AI tutors in teacher shortage, educational assistance that may be scaled, and learner autonomy based on the survey of recent research, pilot projects, and implementation world-wide. Infrastructural concerns, digital illiteracy, and socio-cultural barriers are the chief problems, which are addressed to understand the feasibility and the effects of AI-based solutions in low-resource contexts. The paper looks as well the advantages of adaptive learning algorithms, natural language processing and real time performance analytics in enhancing understanding, memory and interest among students with different learning abilities. The focus is on the ethical, pedagogical, and policy implications needed to provide a fair access, data protection, and compatibility with national curriculum. The results indicate that AI tutors, when adopted carefully in conjunction with the conventional classroom activities and the local education policies, may substantially enhance the overall performance of learning, alleviate the educational inequalities, and aid the professional growth of the educators, offering them practical feedback regarding the performance of their students. The paper concludes that customized AI education systems can have the possibilities to transform learning in developing countries due to the establishment of more inclusive, adaptive, and data-driven educational settings. Further studies to include longitudinal assessments, cost-effectiveness, and specific situational modifications to maximize AI tutor implementation should be prioritized to make use of the technological innovation in a meaningful learning change. Paradox International Publications 2026-03-05 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/101 10.65579/sijri.2025.v2i3.01 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 2, Issue 3, March 2026; 1-8 3107-9334 eng https://scriptora.org/index.php/files/article/view/101/62 Copyright (c) 2026 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by-nc-sa/4.0

oai:ojs.scriptora.org:article/102 2026-03-05T19:01:22Z files:ART

Mobile Money Adoption and Financial Inclusion: A Cross-Country Assessment K. Gopalakrishna Prof. Jaladi Ravi Mobile Money, Financial Inclusion, Digital Financial Services, Cross-Country Analysis, Financial Access, Remittances, Digital Payments, Financial Literacy, Inclusive Growth, Emerging Economies, FinTech Adoption, Regulatory Frameworks, Unbanked Population, Economic Development, Panel Data Analysis The financial environment of the developing and emerging economies has also been transformed by the mobile money services owing to the rapid growth of the mobile money services. The paper is dedicated to the assessment of the relationship between financial inclusion and mobile money adoption with the help of the cross-country comparative analysis of the countries of choice of the low and middle-income countries in 2010-2024. On the basis of the secondary sources of the global financial databases and the governmental monitoring reports, the study takes into consideration the tendency in the mobile wallet penetration, volumes of transactions, the number of accounts, and the access to formal financial services. The study will rely on panel data regression estimation as it assesses the impact of mobile money usage on the significant implications of financial inclusion, savings behaviour, access to credit, remittances flow, and female financial participation. Findings reveal that the higher adoption of mobile money is closely associated to the higher level of formal account ownership as well as the improved access to electronic payment systems, particularly in the countries where the regulatory environment is conducive, and telecommunications infrastructure is strong. It is also found that mobile money platforms play significant roles in the provision of financial services to the rural population and other segments that were not banked previously and contribute to the reduction of geographic and income-based disparities. However, the magnitude of the effects in the various regions is not the same due to the differences in financial literacy, quality of institutions, level of readiness to cybersecurity and interoperability policies. The study observes that despite the fact that mobile money does not entirely substitute conventional banking, it is a good complementary instrument, which can augment inclusive development and boost the notches of the finances. The policy recommendations are on transparency in regulation, consumer protection, digital literacy and cross-border interoperability to have the greatest developmental output. Overall, the paper can be regarded as a contribution to the growing body of research associated with the topic of digital finance as it provides empirical data regarding how the utilization of mobile money can affect the creation of a comprehensive financial ecosystem in various nations. Paradox International Publications 2026-03-05 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/102 10.65579/sijri.2025.v2i3.02 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 2, Issue 3, March 2026; 9-17 3107-9334 eng https://scriptora.org/index.php/files/article/view/102/63 Copyright (c) 2026 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by-nc-sa/4.0

oai:ojs.scriptora.org:article/103 2026-03-09T20:28:19Z files:ART

Exploring Quantum Information Flow in Multi-Particle Entangled Networks Dr. Ruman Singh Quantum Information Flow, Multi-Particle Entanglement, Quantum Networks, Quantum Communication, Entangled Qubits, Quantum Information Theory, Decoherence, Quantum Correlations, Distributed Quantum Computing, Quantum Network Topology.   Quantum information science has altered the concept of the method of processing and transporting information through the laws of quantum mechanics. Quantum entanglement is one of its basic properties, which is instrumental to non-classical correlations between spatially separate particles. New quantum communication networks and quantum computing systems distributed are based on these interrelations. In this paper, quantum information flow dynamics of multi-particle entangled networks with particular emphasis to the processes governing information transmission, redistribution and maintenance of coupled quantum nodes are discussed. The paper discloses the way in which the entangled structures comprising multiple entities can help in facilitating the sharing of information beyond the capabilities of the classical communication systems. Complex entangled structures are analyzed in terms of the channels through which the flow of quantum information is analyzed in respect to the theoretical models of multi-qubit systems and networked quantum channels. The way the communication between the particles influences the coherence, strength of correlation, as well as the stability of the whole network in general, is given particular attention. The effect of environmental noise and decoherence which can cause a break of entanglement and the loss of efficiency in quantum information exchange is also considered in the analysis. Moreover, the article discusses the application of network topology in order to establish the behaviour of entangled systems. The impact of the structural changes on information transfer reliability and speed is determined by the evaluation of the various forms of quantum nodes and connections. These findings suggest that entangled networks structured appropriately will be able to enhance stability of quantum communication and assist in distributing quantum resources more efficiently. Overall, the present research can be deemed as part of the bigger initiative of scaling up quantum communication infrastructures. The research builds knowledge in the sense that it provides an insight into the behavior of information in multi-particle entangled networks with important considerations being made as to the advancement of robust quantum networks which can be used in future to support the realization of future applications in the area of secure communication, distributed computing and the future developments in information processing technologies. Paradox International Publications 2026-02-05 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/103 10.65579/sijri.2026.v2i2.06 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 2, Issue 2, February 2026; 47-56 3107-9334 eng https://scriptora.org/index.php/files/article/view/103/64 Copyright (c) 2026 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by-nc-sa/4.0

oai:ojs.scriptora.org:article/104 2026-03-15T18:56:39Z files:ART

Consumer Psychology and Its Financial Implications on Brand Equity Dr. R. Selvaraju Consumer Psychology, Brand Equity, Consumer Behavior, Perceived Quality, Brand Loyalty, Customer Satisfaction, Emotional Attachment, Brand Perception, Financial Performance, Marketing Strategy. Consumer psychology is a very important aspect in determining the buying behavior and impacting the financial performance of the brands in the long run. The perception of, evaluation of, and emotional attachment to brands by consumers has come to be of great significance to organizations that desire to build brand equity in the very competitive markets. This research paper explores the correlation of consumer psychological elements with their financial consequences to brand equity with respect to how the attitudes, perceptions, trust and emotional attachment affect brand value and market performance. The study uses conceptual and analytical approach in examining the available literature on consumer behavior, brand perception, and financial performance related to high brand equity. The main psychological factors including brand awareness, perceived quality, customer satisfaction, loyalty, and emotional engagement are examined in order to interpret their influence on willingness of consumers to pay premium prices, repeat buying, and positive word-of-mouth communication. All these are aimed at enabling brand equity and improving the financial strength of companies. The paper also examines the effect of cognitive and emotional reactions of customers on brand preference and overall customer relationships in the long run with subsequent impact on the growth of revenues, market share, and competitive advantage. Besides that, the paper presents the contribution of marketing strategies, brand communication, and digital interaction in creating consumer perceptions and strengthening psychological links to brands. The results indicate that those organizations that are successful in incorporating consumer psychology in their branding and marketing efforts have higher chances of building strong brand equity and realizing sustainable financial results. Knowing consumer motivations and behavioral trends, companies will be able to develop specific marketing programs that will help to increase customer experience and brand loyalty. The study concludes that brand equity depends on consumer psychology as a driving force and its financial impact is more than sales management in the short term but the brand in long term and the success of the organization. Paradox International Publications 2026-02-05 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/104 10.65579/sijri.2026.v2i2.07 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 2, Issue 2, February 2026; 57-67 3107-9334 eng https://scriptora.org/index.php/files/article/view/104/65 Copyright (c) 2026 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by-nc-sa/4.0

oai:ojs.scriptora.org:article/105 2026-03-18T16:00:09Z files:ART

A Study on Role of Digital Transaction Ecosystem in Automating Tax Compliances and Tax Evasion Among Start-Ups Savitha M S Dr. Lakshmi S Automation tax compliance, Digital transaction, Entrepreneurs, Financial management, Tax evasion, Transparency. In a fast-moving economy, digitalization plays a highly advanced and significant role for the government and also for entrepreneurs. The government has initiated automation in tax to benefit all tax payers in order to reduce time and human error. Automation has made tax compliance more effective by maintaining records, performing calculations, completing forms, submitting them to the government, and making payments. All these processes are carried out online. Digital systems also improve transparency and accountability in financial reporting, which strengthens trust between start-ups and tax authorities. The government initially encouraged digitalization but now digitalization has become the heart of most entrepreneurs for easy transactions. Most business transactions are carried out through digital platforms like UPI`S, Net banking etc. This enables enterprises to maintain accurate records of their financial activities and management. As a result, at the end of the financial year, enterprises find it easier to file their taxes. The study aims to examine the relationship between digital transactions and automation tax compliance among start-ups. The study highlights that the use of digital transactions and automated tax compliance systems can significantly reduce tax evasion while encouraging start-ups to adopt more disciplined and compliant financial practices. Paradox International Publications 2026-03-18 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/105 10.65579/sijri.2025.v2i3.03 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 2, Issue 3, March 2026; 18-22 3107-9334 eng https://scriptora.org/index.php/files/article/view/105/66 Copyright (c) 2026 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by-nc-sa/4.0

oai:ojs.scriptora.org:article/106 2026-03-18T16:00:26Z files:ART

Strategies to Reduce Digital Overuse Among Children – Special Emphasis on Structural Reforms and Regulatory Responses at both Household and Institutional Levels Kaavya N K Seranmadevi R Behavioural Pattern, Digital Overuse, Emotional Well-being, UNICEF This study investigates the pattern surrounding digital overuse among children and analyses the nuance regarding both quantitative and qualitative factors that influence problematic digital behaviour by a child. As digital technologies become increasingly accessible through phones, televisions and computers, protecting children’s well-being has become essential. Using an interdisciplinary, literature-based approach combined with cross-country policy comparisons, the research evaluates how balanced rather than prohibitive approaches to digital use can maximise developmental benefits while minimising the harm.  The findings reveal that interventions should be tailored to children’s age-specific developmental stages and socio-economic contexts. Digital use affects children’s physical, mental, and emotional well-being across micro, meso and macro-level environments, highlighting the need for coordinated responses beyond individual behaviour change. The study emphasizes on the importance of structural reforms and regulatory responses implemented at both household and institutional levels. While excessive digital use poses risks, an optimal level of engagement can contribute positively to cognitive development, critical thinking, language acquisition, creativity, and academic learning. The paper concludes that although child-centred behavioural interventions are necessary, effective responses to digital overuse require coordinated efforts by households, schools, institutions, and global policy actors. Paradox International Publications 2026-03-18 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/106 10.65579/sijri.2025.v2i3.04 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 2, Issue 3, March 2026; 23-31 3107-9334 eng https://scriptora.org/index.php/files/article/view/106/67 Copyright (c) 2026 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by-nc-sa/4.0

oai:ojs.scriptora.org:article/107 2026-03-18T16:00:34Z files:ART

Right to Disconnect at Work and Children’s Digital Well-Being: An HR Perspective on Indirect Protection in the Digital Age Dr. Bhavani Devi G Digital work culture, HR policies, Right to disconnect, Technoference, Working parents. The overuse of digital media by children has emerged as a serious concern in the area of public health, education, and development. Although parenting practices, media use, and educational programs have been extensively examined as antecedents of children’s digital media use, the role of parents’ work environment as a factor that shapes children’s digital environment has  been overlooked. Today’s digital workplace requires employees, especially parents, to remain connected even after the end of the workday. Being constantly connected affects family life, reduces the quality of parent-child interaction, and leads to excessive screen time at home. The theoretical framework of work-family spillover together with digital labor research and current studies on parental technoference will be used in this conceptual study to analyse how the absence of a workplace right to disconnect leads to increased digital usage by children. The research paper demonstrates that HRM policies which regulate after-work communication will create better family dynamics and result in improved digital health outcomes for children. The paper extends current discussions about work-related disconnection rights by showing how these rights affect society beyond their impact on worker health. Paradox International Publications 2026-03-18 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/107 10.65579/sijri.2025.v2i3.05 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 2, Issue 3, March 2026; 32-35 3107-9334 eng https://scriptora.org/index.php/files/article/view/107/68 Copyright (c) 2026 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by-nc-sa/4.0

oai:ojs.scriptora.org:article/108 2026-03-20T11:06:29Z files:ART

Behavioral Shifts in Gen Z: Examining AI-Enabled Instagram Usage and Its Impact on Purchase Intentions Latha Mariappan Kalaiarasi Hariharan Kanumuri Vinod Varma Artificial Intelligence; Gen Z; Instagram; Purchase Intention; Digital Overuse Generation Z's engagement with digital material and decision-making processes have been profoundly impacted by the increasing prevalence of artificial intelligence (AI) in social media platforms. The artificial intelligence of Instagram, such as personalized reels, targeted ads, and recommendation by influencer, is constantly adjusted to the habits of user interaction, creating a stronger exposure to algorithmically selected content. In this paper, the author explores the changes in behavior of Gen Z users that occur due to AI-enhanced Instagram use and analyses its structural effects on the purchase intention. The study used a quantitative research strategy and a standardized questionnaire to collect data from 780 members of Generation Z. In this study, researchers used covariance-based structural equation modeling (CB-SEM) to look at how exposure to AI-induced material affected user engagement, attitude formation, and intent to buy. Findings highlight the importance of engagement and attitude as mediating factors between exposure mediated by AI and purchase intention, with the former having direct effects and the latter having indirect effects. The structural model accounts 68 percent of the difference between purchase intention which represents a considerable level of explanatory power. Along with the improvement of relevancy and immersion of a platform, the findings also propose that more people can be vulnerable to impulse-focused decisions and less resistant to persuasion attempts. The research contributes to the knowledge of AI-controlled social trade settings and the necessity of responsible development of algorithms, transparency, and online literacy in enhancing sustainable consumption habits among young digital generations.   Paradox International Publications 2026-03-20 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/108 10.65579/sijri.2025.v2i3.06 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 2, Issue 3, March 2026; 36-45 3107-9334 eng https://scriptora.org/index.php/files/article/view/108/69 Copyright (c) 2026 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by-nc-sa/4.0

oai:ojs.scriptora.org:article/109 2026-03-23T10:53:00Z files:ART

Redefining Disease Detection: AI-Driven Innovations in Healthcare Diagnostics Omar Marabha Artificial Intelligence (AI), Healthcare Diagnostics, Disease Detection, Machine Learning, Deep Learning, Predictive Analytics, Medical Imaging, Clinical Decision Support, Early Diagnosis, Digital Health, Diagnostic Accuracy, Health Technology Innovation The paper discusses the role of artificial intelligence (AI) in changing the process of disease detection and suggests new and better ways of data-driven healthcare diagnostics. Medical information is growing increasingly complex and increasingly requiring prompt and precise diagnosis, which is why in most cases, AI tools, including machine learning, deep learning, and natural language processing are being applied in the diagnosis process. The goal of the study is to remark the benefits of these technologies to the further development of the diagnosis and diagnosing at earlier age and inform the clinical judgment in all spheres of medicine. In terms of the conceptual and analytical approach, the work is a review of the literature available on the use of AI in the field of diagnostics at the stage of imaging analysis, predictive models, and automated screening systems. The article further explains the application of AI based tools to recognize patterns and anomalies in the large ones that cannot be detected in the conventional diagnostic processes. These characteristics are quite important especially in reference to the first identification of such illnesses as cancer, cardiovascular and neurological diseases the time of reaction is crucial. The results indicate that AI-based diagnostics is associated with extensive gains, such as fewer cases of diagnostic errors, increased efficiency, or better patient outcomes. In addition, the AI-based systems contribute to the optimization of the cost, as they make the working processes more simplified and limit the incidents of repetitious tests. However, the paper also describes the main issues, including the issue of data privacy, an algorithmic bias, lack of transparency, and the need to have professional workers to run AI systems. In this paper, a conclusion will be made that AI-based innovations are changing the healthcare diagnostics landscape because the shift in the direction of a proactive disease diagnosis, and not a reactive one, is observed. Despite the potential benefits of enormous magnitude, introduction of AI should be effectively combined with a solid ethical framework, regulatory support, and consistent improvement of the technological level which would enable offering healthcare with quality and equal services. Paradox International Publications 2026-03-23 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/109 10.65579/sijri.2025.v2i3.07 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 2, Issue 3, March 2026; 46-54 3107-9334 eng https://scriptora.org/index.php/files/article/view/109/70 Copyright (c) 2026 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by-nc-sa/4.0

oai:ojs.scriptora.org:article/110 2026-03-24T19:47:53Z files:ART

ICT-Enabled Teaching Practices and Their Impact on Student Learning Outcomes Dr. Madhumathi Reddim Dr. Sunanda Pattnaik Dr D. V. Lokeswar Reddy ICT in Education, ICT-Enabled Teaching, Student Learning Outcomes, Digital Learning, E-Learning Platforms, Educational Technology, Blended Learning, Online Teaching, Smart Classrooms, Learning Management Systems (LMS), Student Engagement, Academic Performance, Interactive Learning Information and Communication Technology (ICT) education has revolutionized the methods of teaching as well as the learning environments in different regions of the globe significantly. This paper explains how the ICT-based teaching practices can influence the student in the aspect of enhancing engagement, academic performance, and acquisition of skills. It is a descriptive and analytic study that relies on secondary data, that is, the academic articles, institutional reports, and case studies to determine the efficacy of digital tools: learning management systems, virtual classroom, multimedia materials and interactive platforms. The findings are that ICT enabled learning promotes active learning by enabling student participation, collaboration and critical thinking. Digital tools are adaptable and customized towards learning opportunities and students can access the educational resources as it suits. In addition, real time multimedia and feedback system promote the cognition and acquisition of knowledge. ICT integration also assists teachers to better the institutions delivery of instructions, effective methods of evaluation and they are able to communicate with students better. The study however, observes that there exist certain challenges including digital divide, poor infrastructure, lack of technical capacity among teachers and change aversion. Such challenges may include the issue of ineffective use of the ICT-based instructional practices, particularly in developing regions. However, ICT has a net effect of positive result in the outcomes of learning in students provided they are supported with the aid of proper training, institutional support, and policy structures. The study concludes that teaching practice, which is supported by ICT, is a valuable element in the modern learning to improve learning outcomes and empower the students to survive in the world dominated by technologies. It proposes continuous training of teachers, funding and deployment of digital infrastructure and ensuring equity when accessing ICT facilities through inclusive policies. Paradox International Publications 2026-02-05 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/110 10.65579/sijri.2026.v2i2.08 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 2, Issue 2, February 2026; 68-78 3107-9334 eng https://scriptora.org/index.php/files/article/view/110/71 Copyright (c) 2026 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by-nc-sa/4.0

oai:ojs.scriptora.org:article/111 2026-03-25T19:01:18Z files:ART

Impact of Leaders Gratitude on Employee Mental Health Among IT Employees Ms. Shanmuga Priya R Dr. M. Sumathi Leader Gratitude, Employee Mental Health, IT Employees, Workplace Well-being, Psychological Well-being, Job Stress, Emotional Exhaustion, Employee Engagement, Positive Leadership, Organizational Behaviour, Workplace Culture The given paper is devoted to the impact of gratitude of leaders on the mental health of the IT professionals, which is a highly unstable sphere in terms of excessive workloads, deadlines and technological change. The psychological well-being has emerged as one of the key factors that influence the performance, engagement, and retention of employees working in such environments. The paper focuses on how gratitude expressions by leaders, formal and informal, affect the level of stress, emotional stability and overall mental well-being of employees. This research is founded on the concepts of positive psychology and organizational behaviour, and is intended to investigate gratitude in its role in leadership that positively affects the establishment of a supportive, positive atmosphere at the workplace and the establishment of an inclusive culture in the workplace. The data concerning the IT employees was collected with the help of structured questionnaires under which the perceived leader gratitude, job stress, emotional exhaustion, and psychological well-being were estimated. Associations between the variables and the level of correlation have been evaluated using statistical software. The findings indicate that an excellent positive relationship exists between the benevolence of the leaders and the psychological well-being of the workers. Workers who feel they are more appreciated by the leaders have a lower stress level, less burnout, and increased emotional resilience. Leadership that is driven by gratitude also promotes trust, improves the social relationships among people, and brings a sense of belongingness to the teams. On the other hand, lack of appreciation leads to anxiety, lack of involvement, and low job satisfaction. The paper gives the significance of the inclusion of gratitude in leadership ways as an economical and efficient tool in enhancing psychological well-being in the IT industry. It recommends that organizations push leaders towards using simpler but significant words of appreciation to create a healthier workplace. The study is valuable to the existing body of research concerning the well-being of employees and provides feasible assumptions on human resource policies and leadership development programs. Paradox International Publications 2026-03-25 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/111 10.65579/sijri.2025.v2i3.08 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 2, Issue 3, March 2026; 55-64 3107-9334 eng https://scriptora.org/index.php/files/article/view/111/72 Copyright (c) 2026 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by-nc-sa/4.0

oai:ojs.scriptora.org:article/112 2026-03-26T10:34:22Z files:ART

Redefining Student Engagement in the Digital Era: A Behavioral Perspective on Modern Classrooms Dr. Prakash H S Dr. B Bhuvana Dr D. V. Lokeswar Reddy Student Engagement, Digital Learning, Behavioral Perspective, Online Education, Classroom Interaction, Cognitive Engagement, Emotional Engagement, Gamification, Learning Motivation, Technology-Enhanced Education The rapid use of digital technologies in the education sector has changed the character of interaction with students, as it presupposes the alteration of the traditional pedagogical perspective to a more behaviourally focused perspective. The role of students in the digital age is discussed in this paper based on the aspect of behaviour where cognitive, emotional and social aspects influencing learning are considered in the modern-day classroom. It claims that the interaction is no longer limited to the physical interaction but is being more and more dictated by the interactive mediums, customized learning spaces and real time feedback systems. The paper is based on the current theories of behaviour and researches the ways motivation, attention, and reinforcement patterns change in digital mediated environments. It brings the importance of intrinsic and extrinsic motivation, the effect of gamification, and the importance of peer interaction that would bring the interest of learners. Other challenges that the paper regards include the problem of digital distraction, shorter attention span, and the threat of super-ficial learning which could cause lack of meaningful engagement in case it is not well handled. Besides, the study highlights the essence of adaptive instructional models that will be in tandem with the behavioural reactions of students in online and blended learning conditions. It implies that teachers should embrace evidence-based knowledge, promote active learning, and develop emotionally beneficial online slums to improve engagement results. With the help of combining the principles of behavioural and technological, the institutions can create more receptive and inclusive learning opportunities. The article adds to the changing discussion on digital education by providing a subtle insight into the concept of engagement as a complex and dynamic phenomenon. It finds that redefining engagement in students is a balanced task that includes technological innovation accompanied by a strong and insightful understanding of the human behaviour, which eventually results in better academic achievement and the development of the learner holistically. Paradox International Publications 2026-03-26 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/112 10.65579/sijri.2025.v2i3.09 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 2, Issue 3, March 2026; 65-75 3107-9334 eng https://scriptora.org/index.php/files/article/view/112/73 Copyright (c) 2026 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by-nc-sa/4.0

oai:ojs.scriptora.org:article/113 2026-03-31T21:55:23Z files:ART

Changing Consumer Expectations and the Role of Convenience Foods in Modern Fine Dining Mr. Sunder Srinivasan Dr. Arun Sherkar Consumer Expectations, Convenience Foods, Fine Dining, Modern Food Trends, Culinary Innovation, Food Service Industry, Changing Lifestyles, Dining Experience, Food Quality and Authenticity, Kitchen Efficiency, Ready-to-Use Ingredients, Sous-Vide Cooking, Customer Satisfaction The alterations in the lifestyle of the consumers as a result of compounding of the time constraints, urbanization, exposure to the global food cultures have had significant impacts on the shift in expectations in the fine dining industry. Traditionally, a fine dining is associated with time-consuming and hand-made culinary practices; it is now undergoing a transition process, owing to the growing popularity of convenience foods. In the present paper, the author examines how the change in the consumer preferences is leading to the addition of convenience-based factors to the modern fine dining experience. It also explores the question of efficiency/ authenticity and how the chefs and restaurateurs can alter the pre-cooked, semi-cooked high-tech food without compromising on its quality, appearance and sensual attribute. The research utilizes a qualitative research design and employs secondary sources, industry reportages, and observation of a case study to describe the novel trends in the menu designing, operation in the kitchen and service delivery. The findings depict that contemporary customers no longer scrutinize the savour and the loveliness but pace, frequency, and transparency of food preparation. The introduction of convenience foods i.e. ready food, ready-made sauces, sous-vide preparations, etc enables fine dining restaurants to enhance the performance of the working without compromising the quality of the delivered. However, the questions of perceived authenticity, nutrition and sustainability are also of high concern. The study also mentions that convenience foods can be only properly incorporated when the strategic application is used at the expense of which innovation is not able to replace the tradition, it only enriches it. It concludes that the new fine dining is moving into a hybrid system that integrates the art of culinary and the practicality to match the requirements of the mobile consumer. The alteration is suggestive of a broader transformation of luxury in the restaurant sector where convenience, personalization and experience are intertwined ahead of customer satisfaction and competitive advantage. Paradox International Publications 2026-03-31 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/113 10.65579/sijri.2026.v2si1.01 Scriptora International Journal of Research and Innovation (SIJRI); Special Issue: ICEIMR-2026 Conference Proceedings, March 2026; 1-8 3107-9334 eng https://scriptora.org/index.php/files/article/view/113/74 Copyright (c) 2026 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by-nc-sa/4.0

oai:ojs.scriptora.org:article/114 2026-03-31T21:55:34Z files:ART

Evaluating the Role of Biometric Authentication in Enhancing Banking Service Quality and Customer Satisfaction Through Perceived Security Khushboo Narang Dr. Seema Hariramani Biometric authentication, Customer Satisfaction, Fraud Protection, Perceived Security, Risk Management, Service Quality. Biometric Authentication has been utilized in an increased number of ways with continual improvements to both security and the efficiency of providing service within the Digital Banking marketplace. The study explores how Effectiveness of Biometric Authentication (EBA), Perceived Security and Fraud Protection (PSFP) and Service Quality & Risk Management (SQRM) work together to create Customer Satisfaction and Trust (CST) within the banking Sector. The methodology applied was a quantitative research design where a sample size of 218 Bank Customers using Biometric Authentication was surveyed utilizing a structured questionnaire that was based on a Five Point Likert Scale. The research method employed included the use of correlation analysis, multiple regression, One-Way ANOVA using SPSS 20. Results indicated high and positive correlations between all variables studied. Multiple regression analysis results indicated that EBA, PSFP and SQRM collectively explained 87.7% of the variance in CST creating a very strong and statistically significant model. Regression analysis indicated that EBA, PSFP and SQRM all collectively play important roles in creating Customer Satisfaction and Trust. One-Way ANOVA results indicated that there are significant differences in the way that customers perceive EBA among different types of banks. However, customers perceived the security, service quality and customer satisfaction and trust to be similar among these types of banks. The findings of the study are supported by the Technology Acceptance Model, Trust Theory, SERVQUAL Model and Expectation–Confirmation Theory emphasizing the combined influence of technology, security and service quality. The study identifies practical applications for banks to expand their use of biometric systems, increase security assurance levels and ensure that their digital banking platforms provide customers with a high level of service so that they may maintain long-term confidence and satisfaction. Paradox International Publications 2026-03-31 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/114 10.65579/sijri.2026.v2si1.02 Scriptora International Journal of Research and Innovation (SIJRI); Special Issue: ICEIMR-2026 Conference Proceedings, March 2026; 9-18 3107-9334 eng https://scriptora.org/index.php/files/article/view/114/75 Copyright (c) 2026 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by-nc-sa/4.0

oai:ojs.scriptora.org:article/115 2026-03-31T21:55:45Z files:ART

Inclusive Education Policies and Learning Outcomes for Special Needs Students Mrs. Amarjeet Kaur Inclusive Education, Special Needs Students, Learning Outcomes, Educational Equity, Inclusive Policies, Special Education, Teacher Preparedness, Assistive Technology, Classroom Inclusion, Individualized Learning, Educational Accessibility The paper explores the success of policies of inclusive education in enhancing learning of students with special needs. Inclusive education, as a phenomenon that facilitates inclusion of students with varying abilities into the mainstream classrooms, has been experiencing world recognition as a way of equity, access, and quality provision in education. The study is centered on the impact of policy frameworks, institutional support, teacher preparedness, and classroom practices in the academic performance, social development, and the overall learning experiences of special needs learners. The study will employ both quantitative data of academic testing and qualitative information of educators, parents, and students to analyze it using a mixed-methods approach. The results revealed that properly enforced inclusive policies can play a critical role in enhancing better learning results through the creation of a learning-friendly environment that is flexible. Individualized instruction, access to assistive technology, teacher training in special education and collaborative learning strategies were identified as key factors that promote student engagement and achievement. Nevertheless, the researcher also finds that there are some long-standing issues, such as insufficient infrastructure, restricted special resources, excessive classroom sizes, and teacher training gaps. These are some of the barriers that make the achievement of the inclusive education objectives sometimes difficult especially in the resource-strained environment. The study observes that the effectiveness of the policy is not merely in the formulation, but also in the effective implementation, monitoring and stakeholder participation. The paper is able to conclude that including education policies can have a positive influence on the learning outcomes of special needs students in the condition of sufficient resources, constant professional growth of teachers, and effective institutional commitment. It suggests an integrated policy, practice, and evaluation approach, which can guarantee sustained and fair educational results. The results provide useful information to policy-makers, teachers and scholars who want to enhance inclusive education systems and enhance meaningful learning among all learners. Paradox International Publications 2026-03-31 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/115 10.65579/sijri.2026.v2si1.03 Scriptora International Journal of Research and Innovation (SIJRI); Special Issue: ICEIMR-2026 Conference Proceedings, March 2026; 19-27 3107-9334 eng https://scriptora.org/index.php/files/article/view/115/76 Copyright (c) 2026 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by-nc-sa/4.0

oai:ojs.scriptora.org:article/116 2026-03-31T21:55:54Z files:ART

Big Data Analytics in Business Intelligence Dr. Swati Singh Mr. Harshit Chaurasia Mr. Kratagya Sahai Khare Ms. Manshi Chaturvedi Big Data Analytics, Business Intelligence (BI), Data Mining, Predictive Analytics, Machine Learning, Data-Driven Decision Making, Data Visualization, Real-Time Analytics, Data Governance, Organizational Performance, Digital Transformation, Customer Insights. The rapid evolution of digital technologies led to an unprecedented increase of the volume, pace, and variety of data produced by organizations. This has seen big data analytics emerge as one of the most significant aspects of business intelligence (BI) in the present day. The relevance of big data analytics to the enhancement of business intelligence and the ease of strategy decision-making will be discussed in the current paper. It explains the ways through which businesses can employ recent analytic tools, including data mining, predictive analytics, and machine learning models, in arriving at meaningful information regarding complex data. The paper will also focus on the manner in which the big data framework can be merged with the traditional BI systems as well as implications of this on the operational performance, customer relationship and competitive advantage. The methodology of the study is conceptual and analytical to investigate the current literature and the practices in the industry that show the key trends, opportunities, and challenges associated with the adoption of big data in the process of BI. Such issues as data quality, data governance, privacy issues, and the need of qualified specialists are given a special consideration. The results indicate that those organizations that make good use of the big data analytics are at a better position to predict the market trends, streamline business operations and make timely decisions. In addition, the paper emphasizes that the effective execution of the big data-supported BI systems presupposes the effective technological infrastructure and data-oriented organizational culture. This paper concludes that big data analytics would greatly expand the extent and usefulness of business intelligence by converting raw data into useful knowledge. It suggests that the companies should also invest in scalable technologies and sustained skill building in order to make the most of the potential of big data analytics to sustain growth and innovations. Paradox International Publications 2026-03-31 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/116 10.65579/sijri.2026.v2si1.04 Scriptora International Journal of Research and Innovation (SIJRI); Special Issue: ICEIMR-2026 Conference Proceedings, March 2026; 28-36 3107-9334 eng https://scriptora.org/index.php/files/article/view/116/77 Copyright (c) 2026 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by-nc-sa/4.0

oai:ojs.scriptora.org:article/117 2026-03-31T21:56:03Z files:ART

Sustainable Branding and Green Consumerism Dr. Nagasudha R. Sustainable Branding, Green Consumerism, Eco-friendly Products, Consumer Behavior, Environmental Sustainability, Corporate Social Responsibility (CSR), Green Marketing, Brand Trust, Ethical Consumption, Sustainable Business Practices, Green Purchase Intention The growing stress on the environmental challenges has affected consumer preferences and corporate strategies significantly, and sustainability has turned out to be the solution to modern branding. The paper explains the relationship between sustainable branding practices and green consumerism emergence and the effects of the eco-friendly brand effort on consumer behaviour, attitudes, and trust. The article discusses the key elements of the sustainable branding, including the green product design, socially responsible sourcing, open communication, and corporate social responsibility and evaluates how it influences the development of long-term brand equity. The research, based on the current empirical evidence, proves that the consumers are increasingly environmentally-conscious, socially-focused and brand authenticity, through the conceptual and analytical methodology. However, it also identifies the problems which are associated with greenwashing, information asymmetry, and price sensitivity that may negatively influence the effectiveness of sustainable branding activities. The paper also discusses the influence of the demographic variable such as age, education and income on the green purchasing habits particularly in the new markets where the population is still building the awareness around sustainability. This evidence shows that plausible and consistent sustainability activities result in consumer confidence and loyalty therefore competitive advantage and sustainable business development. Also, the paper highlights the relevance of considering sustainability in the main brand strategies and not as a secondary activity. Policymakers and companies are urged to facilitate standardized sustainability reporting and educating consumers in order to reinforce green consumption. In general, the paper can be discussed as contributing to the field of knowledge of how sustainable branding can become one of the stimulants of responsible consumer behaviour and environmental stewardship, which provides business leaders with strategic ideas on how to balance profitability with sustainability objectives. Paradox International Publications 2026-03-31 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/117 10.65579/sijri.2026.v2si1.05 Scriptora International Journal of Research and Innovation (SIJRI); Special Issue: ICEIMR-2026 Conference Proceedings, March 2026; 37-46 3107-9334 eng https://scriptora.org/index.php/files/article/view/117/78 Copyright (c) 2026 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by-nc-sa/4.0

oai:ojs.scriptora.org:article/118 2026-03-31T21:56:12Z files:ART

Occupational Health Risks in Informal Sector Workers Dr. Santosh Karajgi Informal Sector, Occupational Health Risks, Workplace Safety, Vulnerable Workers, Occupational Hazards, Health Inequality, Labor Conditions, Public Health, Unregulated Employment, Social Protection The informal sector workers make up a huge percentage of the world workforce, especially in the developing economies, but they are not considered well organized occupational health and safety systems. This research paper is an analysis of the character, magnitude, and factors of occupational health hazards of informal sector workers. It discusses how the inability to regulate the working conditions, the absence of social protection, and inadequate access to healthcare add to the increased vulnerability of these workers. The study applies a descriptive and analytic approach, relying on the secondary sources of data, reports, journals, and policy documents, as well as the selected case-based observations, to perceive the risks peculiar to the sector. The results obtained indicate that informal employees are commonly subjected to physical, chemical, biological, and ergonomic dangers and protection measures are usually not taken. The usual ones are respiratory, musculoskeletal, injuries, and long-term chronic diseases caused by the long-term exposure to dangerous conditions. These risks are also increased by the lack of legal enforcement, awareness, and employer responsibility. Moreover, socio-economic issues like poverty, workplace insecurity and illiteracy restrict the capacity of the workers to insist on safer working conditions or medical help. The research has identified the dire necessity of comprehensive policy interventions that would advance the occupational health services to the informal population. The community-based health programs, creation of awareness and inclusion of the informal workers in the national health and labour policies are the main action steps that can help to reduce these risks. The paper has concluded that enhancement of occupational health in the informal sector is not only a health issue in the community but also a health requirement in the sustainable economic growth and social equity. Paradox International Publications 2026-03-31 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/118 10.65579/sijri.2026.v2si1.06 Scriptora International Journal of Research and Innovation (SIJRI); Special Issue: ICEIMR-2026 Conference Proceedings, March 2026; 47-55 3107-9334 eng https://scriptora.org/index.php/files/article/view/118/79 Copyright (c) 2026 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by-nc-sa/4.0

oai:ojs.scriptora.org:article/119 2026-03-31T21:56:19Z files:ART

Digital Payment Adoption and Financial Inclusion in Emerging Economies to Rural Women Jayantika Yadav Dr Aamir Aijaz Syed Digital Payments, Financial Inclusion, Rural Women, Emerging Economies, UPI Adoption, Digital Literacy, Financial Accessibility, Mobile Banking, Women Empowerment, Rural Development, Cashless Economy, Socio-economic Inclusion The rapid development of digital payment systems has turned out to be a massive growth of financial inclusion in the developing economies particularly in rural India. This paper will argue how digital payment platforms have been used and the impacts of the same on financial inclusion of rural women with specific references to district of Gorakhpur, Sitapur, and Allahabad. The research is based on primary data that was collected in the form of structured questionnaires and field interactions with the rural women who use digital financial services. The study focuses on the way in which the availability of formal financial systems has been enhanced by means of digital payment systems such as mobile banking, Unified Payments Interface (UPI), and digital wallets. It has been reported that online payment has increased efficiency in money transfer, reduced cash dependency and imposed more women in the economic activities. Women have become more financially free through these platforms and this aspect implies that they can save money, receive state support and even become small business owners. The results however also mean that there are still challenges which render its mass adoption problematic. Poor digital literacy, poor infrastructure, and poor access to smartphones, socio-cultural constraints remain barriers to the effective implementation of digital financial services in rural women. Another factor that determines adoption behaviour is the trust, awareness and ease of use defined by the research. The comparative analysis of the selected districts shows the difference in the level of adoption due to the difference in the level of education, income and availability of digital infrastructure. Despite the impressive progress, bridging the digital gap is very important to inclusive growth. The paper establishes that digital payment systems hold a massive potential of raising the levels of financial inclusion of rural women and policy interventions, financial literacy programs, and creation of infrastructures are needed to ensure sustainable and equal outcomes. Paradox International Publications 2026-03-31 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/119 10.65579/sijri.2026.v2si1.07 Scriptora International Journal of Research and Innovation (SIJRI); Special Issue: ICEIMR-2026 Conference Proceedings, March 2026; 56-65 3107-9334 eng https://scriptora.org/index.php/files/article/view/119/80 Copyright (c) 2026 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by-nc-sa/4.0

oai:ojs.scriptora.org:article/120 2026-03-31T21:56:25Z files:ART

Influencer Marketing and Consumer Purchase Behaviour Christhya M Puthoor Dr. Binija George Influencer marketing, consumer behavior, purchase intention, social media marketing, authenticity, digital engagement The concept of influencer marketing has become one of the most important tactics in the modern digital marketing industry, based on the credibility, exposure, and interaction of social media influencers to affect consumer behaviour. This paper examines the effects of influencer marketing on consumer purchasing behaviour with an aim of getting to learn how the various categories of influencers such as celebrity, macro, micro, and nano could influence consumer awareness, attitude, and purchase intentions. The study aims at the establishment of the most important factors contributing to the persuasive strength of influencers such as trustworthiness, expertise, attractiveness, and perceived authenticity. The primary data were obtained with the help of a mixed-method approach by means of questionnaires comprising 400 respondents within diverse demographic groups, and the qualitative data obtained as a result of focus group discussions. It is shown that influencer marketing has a dramatic effect on the consumer buying pattern, where micro and nano influencers show a higher engagement rate and perceived authenticity than their celebrity counterparts. The authors emphasize in the paper that the quality of content, its relatability, and the perceived expertise of influencers are the vital conditions that influence the purchase intentions of consumers. Moreover, the study reveals that consumers have higher chances of making buying decisions when the content of the influencers is consistent with individual values and lifestyle choices. The research paper also investigates the moderating effect of social media platforms and demographic factors that give a delicate understanding of the efficacy of influencer campaigns. Marketing implications can be summarized as the careful choice of influencers depending on the target audience profiles and the aims of the campaign, and authenticity rather than reach should be chosen. The study adds to the body of digital marketing literature by providing evidence on the mechanisms by which influencer marketing triggers consumer behaviour and, therefore, helps businesses to create better and more engagement-based marketing campaigns. The paper ends with a conclusion and recommendations on optimal practices when collaborating with the influencers to achieve the best consumer response and brand loyalty. Paradox International Publications 2026-03-31 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/120 10.65579/sijri.2026.v2si1.08 Scriptora International Journal of Research and Innovation (SIJRI); Special Issue: ICEIMR-2026 Conference Proceedings, March 2026; 66-74 3107-9334 eng https://scriptora.org/index.php/files/article/view/120/81 Copyright (c) 2026 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by-nc-sa/4.0

oai:ojs.scriptora.org:article/121 2026-03-31T21:56:30Z files:ART

AI-Driven Marketing Personalization and Customer Loyalty Manish Satpal AI-driven personalization, Customer loyalty, Machine learning in marketing, Predictive analytics, Customer engagement, Personalized marketing strategies, Digital marketing ethics In the modern competitive online market, businesses are looking to the area of artificial intelligence (AI) to give their consumers a personalized marketing experience to increase customer retention. The research is on the impact of AI-based marketing personalization on the customer engagement, satisfaction, and loyalty. By introducing AI technologies, such as machine learning algorithms, predictive analytics, and recommendation engines, businesses get an opportunity to use massive consumer data to segment the marketing content, product recommendations, and promotion offers. The study explores the interplay, which is the effect of personalized marketing on perceived value, trust and emotional bond, which are key determinants of loyalty. It has been demonstrated in other industries that AI personalization does not just increase the rate of conversion and the number of time the product is bought, but also results in greater brand attachment and referrals. The research also refers to the importance of ethical issues, data protection, and the transparency of AI use and the fact that the absence of control or an over-utilization of automated personalization may destroy consumer confidence. The study has been conceived in terms of a mixed-method approach since it will provide a quantitative study of the data on customer behaviour and qualitative study of the interviews and survey with the aim to examine the effectiveness of AI-driven personalisation policies. The results show that there is a strong positive correlation between the level of personalization and customer loyalty, where the increased personalization results in an increased level of satisfaction, repetition of purchase behaviour, and word-of-mouth promotion of the brand. The study also provides practical implications to the marketer such as how to maximize AI-driven personalization, strike the right balance between automation and human touch, as well as aligning personalized campaigns and ethical data practices. Finally, this paper highlights the promise of AI-based marketing personalization as a business strategic instrument in building long-term customer loyalty and developing sustainable competitive advantage in the context of digital business. Paradox International Publications 2026-03-31 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/121 10.65579/sijri.2026.v2si1.09 Scriptora International Journal of Research and Innovation (SIJRI); Special Issue: ICEIMR-2026 Conference Proceedings, March 2026; 75-83 3107-9334 eng https://scriptora.org/index.php/files/article/view/121/82 Copyright (c) 2026 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by-nc-sa/4.0

oai:ojs.scriptora.org:article/122 2026-03-31T21:57:02Z files:ART

Bias in AI Algorithms and Social Equity Priti Samar Sawale Artificial Intelligence (AI), Algorithmic Bias, Social Equity, Fairness in AI, Ethical AI, Machine Learning, Decision-Making Systems Artificial Intelligence (AI) has become more and more involved in the decision-making process, whether it is in the industry (finance, healthcare, law enforcement, and education) or in any other field. Although AI can be effective and predictive, the biasness nature inherent in algorithms has cast some serious doubts on the question of fairness, transparency and social equity. The present research essay is devoted to the issue of bias in AI algorithms and the effect that it created on marginalized and underrepresented populations in the past. In this paper, the author dwells on how the biased results are caused by the data selection, model design and training processes and how the biases are then transferred to inequalities in the system. The paper brings out instances in which AI decision making has served to increase the disproportionate harm of women, racial minorities and socioeconomically marginalized groups through the case studies of credit scoring systems, hiring algorithms and facial recognition technologies. Moreover, the current steps to reduce bias are also analyzed in the research such as algorithmic auditing, fair machine learning methods, and legislations and regulations that aim at holding them accountable. The article demonstrates that there is a need to use multidisciplinary approach in ensuring that AI systems are used to benefit individuals, as opposed to discriminating them using a combination of computer science, ethics and social policy knowledge. The results indicate that although the technical solutions should be given attention, social prejudices in data and organizational activities should be dealt with. Finally, the paper highlights the ethical responsibility of the AI developers, policymakers, and stakeholders to create transparency, inclusiveness and equity in algorithmic decision-making. The paper then ends with a list of best practices to design, implement, and monitor AI systems to reduce bias and encourage social equity, and proposes implementing AI based on a concept of ongoing assessment and participatory strategies that engage the communities affected in the process of establishing ethical AI. This study adds to the existing discussions on AI governance and the quest to develop technology that will ensure justice and fairness in society. Paradox International Publications 2026-03-31 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/122 10.65579/sijri.2026.v2si1.10 Scriptora International Journal of Research and Innovation (SIJRI); Special Issue: ICEIMR-2026 Conference Proceedings, March 2026; 84-90 3107-9334 eng https://scriptora.org/index.php/files/article/view/122/83 Copyright (c) 2026 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by-nc-sa/4.0

oai:ojs.scriptora.org:article/123 2026-04-01T07:24:31Z files:ART

Representations of Women’s Labour and Resistance in Mahasweta Devi’s Fiction: A Feminist Sociocultural Lens and Implications for Inclusive ELT Pedagogy Karuna Sree Morthela Women’s Labour, Feminist Pedagogy, Mahasweta Devi, Social Justice, Inclusive ELT The chapter examines how the labour and resistance of women is represented in the writings of Mahasweta Devi through a sociocultural perspective of feminism with implications to inclusive English Language Teaching (ELT) pedagogy. The fiction of Devi frequently depicts women, particularly tribal and rural women whose labor is needed to support them but is also the subject of abuse by the patriarchal and colonial systems. At the center of the analysis are the means by which the characters in Devi fight against oppression with the help of defiant actions, solidarity, and self-reclaiming. Through the analysis of such texts as Breast Giver and Rudali, this chapter will explore the representation of the exploitation of the physical and emotional labour of women uncovering the many-layered intersectionality of gender, class, and caste in postcolonial India. Pedagogically, this study brings to light the possibilities of the works of Devi to be used in ELT curriculum as a tool of promoting gender equality, social justice, and critical thought. ELT can transform the traditional approach to language teaching by adding the history of women challenges, and their resistance, to provide students with awareness of virulent social problems and, consequently, inclusivity in education. The feminist socio-cultural approach to the reading of Devi texts can provide a new model of teaching that does not only focus on linguistic competence but also deals with socio-political contexts on the usage of language. Finally, this chapter provides value to the notion that ELT needs to include more and more feminist voices to break the patriarchal norms and foster a more inclusive and socially-aware pedagogy. Paradox International Publications 2026-03-31 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/123 10.65579/sijri.2026.v2si1.11 Scriptora International Journal of Research and Innovation (SIJRI); Special Issue: ICEIMR-2026 Conference Proceedings, March 2026; 91-97 3107-9334 eng https://scriptora.org/index.php/files/article/view/123/84 Copyright (c) 2026 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by-nc-sa/4.0

oai:ojs.scriptora.org:article/124 2026-04-01T15:46:05Z files:ART

Metabolic Risks to Digital Dependency: A Bibliometric Analysis of ScreenTime and Health Outcomes among Indian Youth Dr. Vihas Vijay Mr. P. Pushparaj Screen time; digital dependence; adolescent; metabolic risks; bibliometric review. The issue of digital dependence has become a topical public health concern in Indians adolescents, especially given the blistering increase in the volume of mobile data and transformational effects of the COVID-19 pandemic. The current investigation contains a bibliometric evaluation of 343 publications included in Scopus and published between 1991 and 2026 and at the intersection of screen time, digital addiction, and metabolic health outcomes. After using VOSviewer to map the science, a significant rise in the research output was noted in 2013 with the highest number of published papers in 2025 (63). India has a preminence in the contribution to this field and has contributed 267 publications. The analysis has identified five major thematic groups, which are metabolic and academic effects, sleep disturbances, rural-urban health disparities, media epidemiology, and psychological effects. Although the available literature provides a clear connection between screen exposure excess and metabolic syndrome, it is observed that there is a substantial lack in longitudinal studies and intervention-oriented studies. These results underline the necessity of detailed policy frameworks intended to govern the digital use and ensure the physical health of the younger generation. Paradox International Publications 2026-04-01 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/124 10.65579/sijri.2026.v2i4.01 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 2, Issue 4, April 2026; 1-13 3107-9334 eng https://scriptora.org/index.php/files/article/view/124/85 Copyright (c) 2026 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by-nc-sa/4.0

oai:ojs.scriptora.org:article/127 2026-04-09T09:48:39Z files:ART

Behavioural Finance and Investment Decisions among Young Investors Dr Geetha V. Behavioral Finance, Young Investors, Investment Decisions, Overconfidence Bias, Herd Behavior, Loss Aversion, Anchoring Bias, Mental Accounting, Risk Perception, Financial Literacy, Portfolio Diversification, Investor Psychology This paper looks at the impact of the behavioural finance variables on the investment behaviour of the young investors, a key segment that is more involved in financial markets with increased access to digital platforms and financial information. Traditional theories of finance assume that investors are rational but behavioural finance also focuses on existence of psychological biases and emotional influences on finance decisions. The paper will focus on the key behavioural biases, such as overconfidence, herd behaviour, loss aversion, mental accounting and anchoring, and the role of the described biases in the decision-making pattern of young investors. The research design adopted in the research is descriptive and analytic research design; primary data were used in the research and it was collected through structured questionnaires that were administered to young investors of a specific age. Regression, as well as correlation analysis, are some of the statistical tools that are utilized in determining correlations between behavioural variables and investment decisions. The findings indicate that behavioural biases are very influential in investment preferences, risk and diversification of portfolio. The overtrading habit is aided by overconfidence and the herd effect is a factor that makes investors trade without due research as per market trends. Loss aversion creates a reluctance to sell non-performing assets and anchoring creates a tendency to cling to the first information or past prices. According to the study, the causes of suboptimal investment performance could be emotional and cognitive biases and that one has to be financially conscious and possess rational decision-making styles. It also reveals that financial education programs and advisory services can be used to educate young investors to be conscious of the impact of these biases and mitigate them. This study adds to the existing literature on behavioral finance as it gives an insight on the investment behavior of young people in a dynamic financial world. It also offers some real-life implications to the policy-makers, financial advisors and educators who want to enhance investor decision-making and market efficiency. Paradox International Publications 2026-03-31 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/127 10.65579/sijri.2026.v2si1.12 Scriptora International Journal of Research and Innovation (SIJRI); Special Issue: ICEIMR-2026 Conference Proceedings, March 2026; 98-104 3107-9334 eng https://scriptora.org/index.php/files/article/view/127/86 Copyright (c) 2026 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by-nc-sa/4.0

oai:ojs.scriptora.org:article/129 2026-04-11T08:42:14Z files:ART

Cognitive Biases and Portfolio Decisions: A Neurofinance Perspective on Investor Irrationality V. P. Syed Abdullahil Hammad Dr. M. Marimuthu Cognitive Biases; Portfolio Decision-Making; Neurofinance; Investor Irrationality; Behavioural Finance; Overconfidence Bias; Loss Aversion; Herd Behaviour; Anchoring Bias; Risk Perception; Decision-Making Processes; fMRI Studies; Emotional Influences; Heuristics; Financial Markets In this paper, the author examines the application of cognitive biases in influencing the portfolio decisions using a neurofinance lens, combining behavioural finance and neuroscience to comprehend investor irrationality. Conventional theories of finance presuppose rational decision making; but real world experience shows over and over again that there are deviations of decisions which are caused by psychological and neural mechanisms. This paper will discuss the effects of biases on investment decisions and portfolio allocation, including overconfidence bias, loss aversion bias, herd behaviour bias, and the anchoring bias. Using a mixed-method approach, the research incorporates the secondary data in the literature of behavioural finance and insights provided by neuroimaging research, especially functional magnetic resonance imaging (fMRI) studies, which show the brain activity related to risk perception and decision-making. The results indicate that emotional and cognitive judgments that are mediated by certain brain areas, including the amygdala and prefrontal cortex, have a considerable influence on financial judgment. During uncertainty, investors tend to use the heuristics that induces systematic errors and inefficient portfolio performance. Another observation made in the paper is that overconfidence may cause over-trading and under-diversification and loss aversion may cause investors to hold onto losing assets longer than necessary. Market bubbles and crashes are the result of irrationality, herd behaviour. The study allows a better insight into why investors do not follow rational models by associating the biases with the underlying neural processes. The research will conclude that the understanding of neurofinance in portfolio management could help to improve the investment strategy by recognizing and avoiding the effects of cognitive biases. It underlines the importance of educating investors to improve the decision-support systems and the behavioural interventions to rational financial behaviour. This research contributes to the developing field of neurofinance, by bridging the gap between concepts and implementation offering a comprehensive perspective on the way in which investors make decisions in complicated financial situations.   Paradox International Publications 2026-04-11 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/129 10.65579/sijri.2026.v2i4.02 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 2, Issue 4, April 2026; 14-23 3107-9334 eng https://scriptora.org/index.php/files/article/view/129/87 Copyright (c) 2026 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by-nc-sa/4.0

oai:ojs.scriptora.org:article/132 2026-04-14T17:52:06Z files:ART

Cryptocurrency Regulation and Its Impact on Traditional Banking Dr. Priti Gupta Cryptocurrency Regulation; Traditional Banking; Financial Stability; Digital Currencies; Blockchain Technology; Central Bank Digital Currency (CBDC); Anti-Money Laundering (AML); Financial Innovation; Regulatory Frameworks; Fintech Integration; Risk Management; Banking Transformation; Digital Finance; Compliance Policies; Financial Ecosystem In this paper, the future of cryptocurrency regulation is examined and its impacts on the traditional banking system are seen. As more countries embrace the digital currencies, more regulatory authorities around the world are striving to come up with models that would strike a balance between innovation and financial safety and consumer protection. The paper examines the effects of different measures on regulation, which are tight prohibition, to lax integration, on the operations, risk management and competitive positioning of the traditional banks. The research methodology to be utilized in this study is mixed since secondary sources of information such as policy reports, central bank publications and financial market analysis will be used and primary sources of information such as expert opinions and observations in the industry will be used. It discusses the major aspects such as the compliance requirements, anti-money laundering policies (AML) and taxation policies, and the introduction of central bank digital currencies (CBDCs). The findings show that the stringent regulations are likely to decrease the direct involvement of banks in cryptocurrency deals, thereby reducing the risks in the short-term but also reducing access to innovations and diversifying revenues. In contrast, more lax regulatory measures will attract the tendency of banks to consider the use of blockchain, collaboration with fintech companies, and creation of financial products related to crypto. Moreover, the study emphasizes that regulation of cryptocurrency affects the behaviour of customers, their mode of investments, and the general trust towards financial institutions greatly. The conventional banks have never been called upon to modernize their technology platforms and embrace the use of digital solutions to ensure that they are relevant in the fast-evolving financial landscape. This paper concludes that an intermediate and proactive regulation strategy should be adopted, which will lead to financial stability at the same time encouraging innovation. It suggests that regulators, financial institutions and technological providers should work together to establish a strong and inclusive financial system that accommodates both traditional and digital financial systems. Paradox International Publications 2026-03-31 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/132 10.65579/sijri.2026.v2si1.13 Scriptora International Journal of Research and Innovation (SIJRI); Special Issue: ICEIMR-2026 Conference Proceedings, March 2026; 105-114 3107-9334 eng https://scriptora.org/index.php/files/article/view/132/88 Copyright (c) 2026 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by-nc-sa/4.0

oai:ojs.scriptora.org:article/133 2026-04-21T07:51:43Z files:ART

Understanding Guest Trust in Fine Dining Restaurants: A Study of User Reviews VS Brand Promotions in Pune Ms. Rasika Shahane Dr. Rajeshree Sharangdhar Pol Ms. Jui Mate Guest Trust, Fine Dining Restaurants, User Reviews, Brand Promotions, Pune This paper examines the way in which customers of the fine dining restaurants in Pune build trust and make choices to dine in the current digital world. The reliance on the online sources is on the rise, and guests become exposed to two essential sources of information: brand promotion and user-generated reviews. The study will attempt to find out which of these sources is more reliable and how much it affects the ultimate choice of restaurants. A structured questionnaire was used to develop a descriptive survey, and survey questionnaires were filled out by people, who had visited fine dining restaurants in Pune. The results indicate that the majority of guests are eager to use the Internet to find information and make a choice, and the personal recommendations and online reviews have become the most credible sources of information. The reviews left by the users were always seen as more valid and true in such critical areas as the quality of the food, service, atmosphere, and the cost-effectiveness. Conversely, brand promotions were taken with a little bit of delusion particularly where they failed to reflect what the guests were experiencing. The research finds that brand promotions are useful in creating awareness and initial interest, whereas genuine guest feedbacks are more conclusive in creating trust and impacting final booking decisions. Such experiences reveal the need of restaurants to concentrate on giving a stable experience that leads to favourable word of mouth. Paradox International Publications 2026-04-21 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/133 10.65579/sijri.2026.v2i4.03 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 2, Issue 4, April 2026; 24-35 3107-9334 eng https://scriptora.org/index.php/files/article/view/133/89 Copyright (c) 2026 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by-nc-sa/4.0

oai:ojs.scriptora.org:article/134 2026-04-25T19:01:48Z files:ART

The Role of Artificial Intelligence in Enhancing Retail Supply Chain Efficiency Vibha V Rao Sagar B Artificial Intelligence (AI), Retail Supply Chain, Supply Chain Efficiency, Demand Forecasting, Inventory Management, Predictive Analytics, Machine Learning, Logistics Optimization, Warehouse Automation, Customer Satisfaction, Real-Time Data, Supply Chain Resilience The retail supply chains are also changing with the use of Artificial Intelligence (AI) that is making them more efficient, agile, and decision-making. The paper analyses how AI can be used to increase the efficiency of the supply chain in the retail sector, in particular, demand, inventory, and logistics and customer interaction forecasting. With the implementation of machine learning, predictive analytics and automation technologies, retailers are able to improve demand forecasting, prevent stockouts or excess stocks and optimize warehouse efficiency. The research is conceptual and analytical in nature, yet it also analyzes literature and industry best practices to assess the impact that AI-powered solutions can have on increasing flexibility and efficiency in the supply chain. The AI-driven demand forecasting systems utilize previous sales, seasonal and real time data to obtain sufficient predictions that allows the retailers to make proper plans regarding procurement and replenishment of inventory. In the field of logistics, smart algorithms and self-driving technologies can enhance the process of delivering goods, which will result in the reduction of costs and shortening of delivery time. Moreover, AI can help to coordinate suppliers better and reduce the risk through identifying potential risks and offering recommendations. Furthermore, the study reveals the role of AI in enhancing customer satisfaction through personalized suggestions and speeding up the ordering process. Other limitations identified by the study are costs of implementing AI, privacy, and skilled human resource needs. Finally, the paper concludes that AI is a strategic facilitator of retail supply chains, which facilitates agility, efficiency and competitiveness in a fast-evolving market environment. The paper concludes that AI implementation needs a strategic foresight and investment; however, the overall gains are more than the possible risks, and it is a vital part of retail supply chain strategy. Paradox International Publications 2026-04-25 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/134 10.65579/sijri.2026.v2i4.04 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 2, Issue 4, April 2026; 36-44 3107-9334 eng https://scriptora.org/index.php/files/article/view/134/90 Copyright (c) 2026 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by-nc-sa/4.0

oai:ojs.scriptora.org:article/135 2026-04-27T07:27:39Z files:ART

Comparative Study of Yoga and Mindfulness in Stress Reduction Shobha S Yoga, Mindfulness, Stress Reduction, Mental Health, Psychological Well-being, Emotional Regulation, Meditation, Relaxation Techniques, Holistic Health, Cognitive Awareness, Stress Management, Comparative Study The paper presents the comparative analysis of yoga and mindfulness as the effective ways of alleviating stress in the contemporary life. The need of applying methods of stress management that are simple to implement and highly sustainable has been forced further by the increasing level of psychological pressure caused by academic, professional, and social pressures. A complete-body practice involving physical postures, breathing exercises and meditation, mindfulness, a mental practice that focuses on staying in the moment and observing without judgment is popularly known to have therapeutic effects. The study is dedicated to the comparative efficacy of these two strategies to decrease the perceived level of stress in people. The subjects were split into two groups, with each group having structured yoga or mindfulness sessions in a specified time. The levels of stress, which existed prior to the intervention and after it, were measured using the standardized instruments. Other secondary outcomes like emotional regulations, concentration and general well-being are also taken into account in the study. The data suggest that yoga and mindfulness are not the sole practices that play a significant role in the reduction of stress, but in other ways and to varying extents. Yoga was identified to be more effective in physical relaxation and physiological balance, and mindfulness is more effective in the cognitive awareness and emotional regulation. The comparative outcome of the results is that the two practices have a positive contribution to the outcomes, but a combination of the two may be a more effective stress coping mechanism. The research article concludes that yoga and mindfulness can be applied to everyday life and enhance mental health and resilience. It also emphasizes why such practices should be incorporated in learning institutions and work places so as to foster holistic well-being. Future studies can consider the long-term effects and efficacy of hybrid interventions that merge the two methods. Paradox International Publications 2026-04-27 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/135 10.65579/sijri.2026.v2i4.05 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 2, Issue 4, April 2026; 45-52 3107-9334 eng https://scriptora.org/index.php/files/article/view/135/91 Copyright (c) 2026 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by-nc-sa/4.0

oai:ojs.scriptora.org:article/136 2026-04-28T09:03:17Z files:ART

Redefining HRM in the Age of AI: From Human Capital to Human Experience Sagar B Vibha V Rao Human Resource Management (HRM), Human Experience, Artificial Intelligence (AI), Employee Experience, Strategic HRM, Digital Transformation, AI in HR, Workforce Analytics, Employee Engagement Organizational Performance The paper explains how Human Resource Management (HRM) as the human capital approach has transformed to be a more holistic approach of human experience in the age of Artificial Intelligence (AI). Even though in the earlier models of HRM, the emphasis was more on how workers are strategic assets to productivity and financial success, with the rapid rate of AI-driven technology integration, the dynamics of company-company interaction, operations, and support of workers are evolving. The paper shows the impact of AI-based tools in the areas of recruiting, performance management, developing and engaging employees, including predictive hiring, smart automation and individual employee portals. The study is empirical and conceptual and reviews the literature and new practices in organizations to understand the shift to experience HRM. The study states that the employees' expectations have changed and they now concern with well-being, meaningfulness, continuous learning and personalised workplace experiences. The AI is a double-edged driver of this transformation: it improves efficiency and productivity and enables designing experiences for employees using data. But the paper also notes the most serious issues, such as ethical issues, data privacy and algorithmic bias and dehumanisation of technology mediated workplaces. The study also reveals that firms with a combination of AI and human-focused approach are likely to have higher level of job satisfaction, engagement and firm's performance. The paper has made a suggestion for redefining HRM which would be a combination of technological advancement and human relations, diversity and ethical considerations. The paper recommends that the future of HRM does not just mean capitalizing human capital, but delivering enriching human experiences, in which technology is a facilitator but not a replacement of human value. Paradox International Publications 2026-04-28 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/136 10.65579/sijri.2026.v2i4.06 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 2, Issue 4, April 2026; 53-61 3107-9334 eng https://scriptora.org/index.php/files/article/view/136/92 Copyright (c) 2026 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by-nc-sa/4.0

oai:ojs.scriptora.org:article/137 2026-04-30T11:13:54Z files:ART

Green Propellants and Smart Energetic Materials for Space Applications Dr Payal N. Bhautik Mrs. Minal Patil Green propulsion, energetic materials, fuel cells, rocket propellants, chemical synthesis, nanotechnology, life support, space technology The rapid evolution of space exploration and satellite technology has intensified the need for safer, more sustainable, and highly efficient propulsion and energy systems. This review provides an integrated analysis of the current advancements in green propellant technologies, smart energetic materials, and nanotechnology-driven energy solutions for space applications. This review systematically explores green propulsion methods, including novel monopropellants, hybrid systems, and environmentally benign alternatives. Recent breakthroughs in fuel cell development for spacecraft power and closed-loop life support systems are compared, along with emerging rocket propellant chemistries, such as electrically controlled solids and metal boride nanocomposites. Furthermore, chemical synthesis strategies essential for life support in space habitats are discussed, focusing on oxygen and water recycling. Advances in nanoscale engineering for energy-efficient aerospace materials and defense applications are also discussed. By synthesizing the current literature and providing comparative analyses, this study identifies key opportunities and unresolved research gaps in realizing eco-friendly, high-performance solutions for space missions. The review concludes with recommendations for future interdisciplinary research in chemical engineering and technology, emphasizing the role of green innovation in shaping the next era of sustainable-space exploration. Paradox International Publications 2026-04-30 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/137 10.65579/sijri.2026.v2i4.07 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 2, Issue 4, April 2026; 62-81 3107-9334 eng https://scriptora.org/index.php/files/article/view/137/93 Copyright (c) 2026 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by-nc-sa/4.0

oai:ojs.scriptora.org:article/138 2026-04-30T11:14:06Z files:ART

Sustainability Leadership and Ethical Governance: Driving Organizational Change Vibha V Rao Sagar B Sustainability Leadership, Ethical Governance, Corporate Social Responsibility (CSR), Sustainable Development, Responsible Leadership, Stakeholder Engagement, Organizational Sustainability, ESG (Environmental, Social, Governance), Green Leadership The notion of sustainability leadership has become the driving force of organizational change in the age of environment-related issues, social disparities, and increased expectations placed on corporate responsibility. The paper gives the way the sustainability aspect is being incorporated in the strategic decision-making and operations by the leaders through the models of ethical governance. Based on the concepts of responsible leadership, stakeholder theory, and corporate governance, the paper brushes upon the relationship between the values of leadership, ethical norms, and the long-term organizational performance. The conceptual study design and empirical study design is the basis of the research, with Secondary data and case studies and literature on sustainability-oriented leadership practice in various industries. It underscores the applicability of the leaders who adhere to transparency, accountability and inclusiveness and how the leaders are in a better position to build trust among stakeholders and lead to sustainable innovation. Board oversight, regulatory compliance and the integrity-based decision making are the main ethical governance mechanisms that are well known to ensure that organizational goals are aligned with the environmental and social responsibilities. The results indicate that sustainability leadership can be not only developed as the policy making but also connected with the development of the culture of responsible behaviour and constant improvement. Organizational leaders that introduce sustainability in their leadership strategy are more resilient, possess a better brand image and are financially more stable over the long term. Besides that, the paper has highlighted the need to match corporate strategies with the objectives of global sustainability, hence, aiding the enhancement of the larger society. The paper concludes that a combined approach of sustainability leadership that includes ethical governance, stakeholder engagement and strategic foresight is a potential way of becoming a sustainability leader. Through combining both sustainability and leadership practices, organizations will be in a position to navigate through complex challenges, and create shared value with the business as well as the society. This research shall contribute to the growing literature on sustainable management through offering data on how transformational leadership is in the achievement of ethical and sustainable development. Paradox International Publications 2026-04-30 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/138 10.65579/sijri.2026.v2i4.08 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 2, Issue 4, April 2026; 82-91 3107-9334 eng https://scriptora.org/index.php/files/article/view/138/94 Copyright (c) 2026 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by-nc-sa/4.0

oai:ojs.scriptora.org:article/140 2026-05-02T16:33:34Z files:ART

The Role of Influencer Marketing in Corporate Valuation Dr. Aditi Khandelwal Influencer Marketing, Corporate Valuation, Brand Equity, Digital Marketing, Social Media Influencers, Consumer Perception, Firm Performance, Market Capitalization, Investor Sentiment, Strategic Communication, Intangible Assets, Brand Trust The development of online platforms has changed the marketing strategy and influencer marketing is a powerful means of sharing brand values and branding the message. In this paper, I will explain why influencer marketing is valuable in shaping corporate valuation by referring to the impact on the brand equity, consumer perception and financial success. Through the signalling theory and resource-based perspectives, the paper explores how collaborations with social media influencers can result in the development of intangible resources, which may eventually influence the value of firms. The study is a mixed study where secondary financial data analysis is accompanied with consumer perceptions analysis to establish the relationship between the level of influencer engagement level measures, and firm value measures that include market capitalization, revenue growth, and share performance measures. It also discusses how credibility, authenticity, and compatibility with the audience of the influencers affect the sentiment and trust in the brand to the investor. Findings show that effective influencer marketing plans have tremendous impact on brand awareness and consumer engagement that eventually impact corporate reputation and financial performance. However, the paper also notes the risks of influencer marketing, including the ruin of reputation due to the misconduct of influencers and the impossibility of measuring the ROI successfully. The results highlight the reality that firms that integrate the concept of influencer marketing in a strategically planned communication framework are in a better position to attain sustainable value creation compared to firms that follow unorganized approaches. This article makes a contribution to the accumulated literature on digital marketing and corporate finance by establishing a relationship between influencer-based engagement and valuation of firms. It provides a practical advice to managers and investors on how to employ influencer marketing as a strategic asset and the necessity to regulate the practice, increase transparency and evaluate the performance of the activity in the long-term to realize the benefits of it to the fullest. Paradox International Publications 2026-04-30 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/140 10.65579/sijri.2026.v2i4.09 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 2, Issue 4, April 2026; 92-101 3107-9334 eng https://scriptora.org/index.php/files/article/view/140/95 Copyright (c) 2026 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by-nc-sa/4.0

oai:ojs.scriptora.org:article/141 2026-05-04T09:03:25Z files:ART

Digital Addiction and Its Impact on Adolescent Mental Health Dr. Madhumathi Reddim Digital Addiction, Adolescent Mental Health, Social Media Usage, Screen Time, Anxiety, Depression, Sleep Disturbance, Emotional Well-being, Cyberbullying, Fear of Missing Out (FOMO), Behavioral Addiction, Psychological Impact Digital addiction has become a major issue of public health interest especially in adolescents who are increasingly becoming engrossed in smartphones, social media networks, playing online games, and digital entertainment. The present study analyses the effects of digital addiction on adolescence mental health with a specific focus on the key psychological outcomes, including anxiety, depression, stress, sleeping disorders, and decreased emotional well-being. The study is quantitative as the data is gathered using structured questionnaires as the study focuses on adolescents with various socio-economic statuses. The scales are standardized and used to assess the level of digital dependency and mental state, which allows systematically analyze the relationships between variables. The results show that excessive use of digital devices has a strong positive correlation with the negative mental health outcomes. Young people with more digital addiction symptoms report more anxiety and depression symptoms, as well as less self-esteem and social interaction in real-life situations. Disturbed sleep patterns also are associated with excessive screen time, which also contributes to emotional instability and cognitive fatigue. Further, the study identifies the mediating variables of social comparison, cyberbullying, and fear of missing out (FOMO) in increasing psychological distress. The research paper highlights that a need exists to have a balanced use of digital and active parental, teacher, and policymaker intervention. The promotion of digital literacy, promotion of offline use, and establishment of healthy limits of usage is identified as the key strategies of reducing the negative effects of digital addiction. The research builds on the literature that already has empirical evidence of the behavioural and psychological impacts of excessive digital interactions among teenagers. It also provides a starting point to further research on preventative models and psychological health support systems in the world where it appears that digitalization is the order of the day. Paradox International Publications 2026-05-04 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/141 10.65579/sijri.2026.v2i5.01 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 2, Issue 5, May 2026; 1-9 3107-9334 eng https://scriptora.org/index.php/files/article/view/141/96 Copyright (c) 2026 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by-nc-sa/4.0

oai:ojs.scriptora.org:article/142 2026-05-04T09:03:49Z files:ART

Microplastic Pollution and Its Biological Impacts on Aquatic Ecosystems Dr. Hiren Madhukar Dekate Microplastic pollution, Aquatic ecosystems, Marine pollution, Freshwater contamination, Bioaccumulation, Biomagnification, Toxicity, Environmental stress, Food chain disruption, Ecological impact, Plastic degradation, Water quality, Marine biodiversity The issue of contamination with microplastic is a matter of concern as far as the environment is concerned and this is a menace to aquatic life in any part of the world. Microplastics, with some often defining them as plastic particles with a diameter less than 5 mm, are both the product of the breaking down of larger pieces of plastic waste as well as being the source of microplastics per se, such as microbeads, synthetic fibers and industrial pellets. These particles can be readily consumed by a wide range of aquatic life, including plankton, invertebrates, fish and higher trophic species. The research paper discusses the sources, distribution and the biological impact of microplastics to the freshwater and marine ecosystems. The paper sheds light on how microplastics have the potential to serve as vectors of toxicants, such as heavy metals and toxic organic pollutants, which attach to their surfaces and become toxic when ingested. Biological impacts comprise physical blockage, reduced feeding efficiency, oxidative stress, tissue inflammation and impaired reproduction in aquatic organisms. The occurrence of microplastics in trophic levels not only questions biomagnification, but also raises concerns of the possible dangers of human health as a result of consuming seafood. Moreover, the ecological implications, which include a change of the species composition, confusion of the food web and the deterioration of the quality of the habitat are also discussed in the paper. It also looks into the existing detection techniques, surveillance and emerging technologies that could be used to reduce microplastic contamination. The conclusions underline that it is high time that integrated management strategies need to be applied including stricter policies on waste management, sustainable material innovations and more public awareness. Overall, this paper presents the truth of the omnipresence of microplastic pollution and its multifactorial implication on aquatic life, which demands a worldwide response to the growing environmental issue. Paradox International Publications 2026-05-04 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article application/pdf https://scriptora.org/index.php/files/article/view/142 10.65579/sijri.2026.v2i5.02 Scriptora International Journal of Research and Innovation (SIJRI); SIJRI: Vol 2, Issue 5, May 2026 3107-9334 eng https://scriptora.org/index.php/files/article/view/142/97 Copyright (c) 2026 Scriptora International Journal of Research and Innovation (SIJRI) https://creativecommons.org/licenses/by-nc-sa/4.0