Digital marketing has evolved as a critical enabler for SMEs aiming for competitiveness, resilience and growth in the rapidly growing digital business sector. Despite an increasing body of literature, research on digital marketing in SMEs remains fragmented by themes, methodology and geographical contexts. Addressing this gap, the current study investigates the evolution, intellectual structure and research trends in SMEs-focused digital marketing research using a thorough bibliometric analysis. Performance analysis, co-word analysis, thematic mapping, factorial analysis and life cycle modeling were applied to a dataset of 301 peer-reviewed journal articles published between 2015 and 2025. The data were extracted from the Scopus database. The results reveal a steady rise in scholarly output, with a significant increase in recent years, suggesting rising scholarly interest in the field. Thematic analysis reveals a shift from early adoption-focused research towards more strategic and capability-based perspectives that connect digital marketing with business growth, innovation, and entrepreneurial orientation, aligning it with Sustainable Development Goal 9 (SDG 9), which focuses on industry, innovation, and infrastructure. The results point out the limited integration of modern digital technology, sustainability concerns, and global business viewpoints. Collaboration analysis highlights uneven global knowledge contributions, implying that research activity is centered in a small number of developed and emerging nations. Overall, this study contributes by systematically mapping the evolving landscape of SME research on digital marketing, identifying prominent and emerging themes while offering future research directions.
This study aims to analyse the influence of internal and external variables on the financial performance and stock prices of health sector companies listed in the Indonesian Sharia Stock Index (ISSI). The internal variables studied include company size (Size), asset quality (Asset Quality), and asset management (Asset Management), while external variables include inflation and Gross Domestic Product (GDP) growth. Financial performance is measured using Return on Assets (ROA) and Return on Equity (ROE). This study uses a quantitative approach with panel data analysis to evaluate the company's performance trends in a certain period of time. The results show that asset management and company size have a positive influence on ROA, while financial risk has a significant negative influence. However, external variables such as inflation and GDP do not have a significant influence on ROA, ROE, or stock prices. This research makes important contributions in various dimensions, both academically, practically, and policy. Academically, this study fills a literature gap related to the financial performance of sharia-based companies, especially in the health sector listed in the Indonesian Sharia Stock Index (ISSI). The focus on the relationship between internal variables such as firm size, asset quality, and asset management with external variables such as inflation and GDP provides a holistic perspective that has rarely been discussed in previous research. The study expands the discussion on how sharia principles affect financial decision-making, particularly in risk management and corporate profitability. Practically, the results of this study provide valuable insights for company management in improving financial performance. The emphasis on the importance of effective asset management and financial risk control offers strategies that can increase profitability while maintaining the financial stability of the company. For investors, this study provides guidance in evaluating sharia-based companies by highlighting factors such as asset quality and risk management, thus helping to make more informed investment decisions. In terms of policy, this study offers an empirical basis that can be used by regulators to design policies that support the stability of the sharia-based health sector. The results of this study can help steer regulations that strengthen financial risk management, increase transparency, and create incentives for companies that adhere to sharia principles. Thus, this research not only provides academic contributions but also high practical and policy relevance, especially in supporting the development of the sharia-based health sector in developing countries such as Indonesia. This implication underscores the importance of balancing profitability, adherence to Islamic ethics, and financial sustainability in creating added value for all stakeholders. The study is of significant novelty value because it combines in-depth analysis of financial performance with a sharia-based approach in the health sector, an area that has not been widely explored in the previous literature. The focus on companies listed on the Indonesian Sharia Stock Index (ISSI) offers a unique context, where companies are not only faced with conventional business challenges but also have to comply with sharia principles such as the prohibition against riba, gharar, and maysir. This aspect adds complexity and unique ethics in financial management that have not been widely researched. Another value of this study lies in its holistic approach, which integrates the company's internal variables (such as size, asset quality, and asset management) with macroeconomic external variables (inflation and GDP). This analysis allows for a deeper understanding of how internal and external factors interact in influencing financial performance and stock prices, particularly in the sharia-based healthcare sector.
The contemporary higher education landscape faces an unprecedented imperative to equip graduates not merely with technical competencies but with the deeper inner capacities that sustainable, meaningful careers demand. This conceptual paper investigates the triadic relationship among mindfulness, sustainability orientation, and future employability within higher education. Drawing upon an integrative review of 126 Scopus-indexed articles and the philosophical wisdom embedded in Indian traditions, particularly the Yoga Sutras of Patanjali and the Purushartha framework, the paper argues that mindfulness serves as a foundational inner capacity that cultivates sustainability consciousness, which in turn enhances the future employability of higher education graduates. Three hypotheses are posited: (H1) Mindfulness will be positively related to Sustainability Orientation; (H2) Sustainability Orientation will be positively related to Future Employability; and (H3) Mindfulness will be positively related to Future Employability. An original triadic conceptual framework illustrating these relationships is presented. The findings carry significant implications for curriculum design, pedagogical strategy, and institutional policy in higher education, particularly for Distance and Online Education in India where scalable, technology-mediated mindfulness-based learning holds transformative promise. The paper contributes to the growing interdisciplinary dialogue between contemplative science, education for sustainable development, and workforce preparedness.
We view urban development through quantitative parameters of growth such as boosting the economy and growth in infrastructure, housing, transport services, and land-use models, resulting in efficient cities that are functional to meet the demands of modern times. While achieving these results, the topic of ecological conservation or sustainability is overlooked. The view has dominated western urban planning for ages and is also adopted into Indian urban policies in the post-colonial period. This paper critically examines this phenomenon and argues that these models, grounded in exploitative rationalities, have resulted in ecological degradation, spatial and resource inequality, and a lack of moral responsibility among its people. This paper then introduces the Indian Knowledge System (IKS) and explains how it can address the normative deficits present in current urban policies. Drawing on the primacy of Vedic and post-Vedic concepts such as rta, dharma, and aparigraha, this paper builds a relational ecological urban model. By situating the IKS with dialogue with the current urban and ecological policies, we can propose a balanced urban development in India that is ethically grounded and culturally situated.
The paper explores the impact of environmental, social and governance performance of NSE-listed top 100 corporations on value of the firm. The study has employed a longitudinal study with a timeframe from 2009 to 2022. To measure ESG performance, the combined ESG scores have been fetched from Bloomberg’s terminal. The study incorporates regression analysis on the panel data to measure the intensity of the relationship. The study has reported variation in the results for accounting (operating and financial performance) metrics and market-based measures. The financial and operational performance indicated a negative influence of ESG, whereas the market-based measure showed a positive impact of ESG. The study lays down the practical and social implications of the study, along with future research avenues, by addressing the shortcomings of the study.
The modern organisational environment has changed considerably, with younger generations' views of their organisations shifting. Historically, the main emphasis of many organisations was centered on their employer brand image and how it relates to economics, career advancement, and reputation. Today, organisations are viewed through multiple lenses (ethical, social, and values-related), and new studies indicate the emergence of "Authentic Femvertising" (female-targeted marketing/advertising) as a means of signaling organizations' commitment to gender inclusiveness, dignity, diversity, and social responsibility. Additionally, Workplace Spirituality is becoming increasingly important to organisations looking to create work environments that foster emotional connection, compassion and ethical behaviour. This study examined the relationships among Authentic Femvertising, Workplace Spirituality, and Generation Z Value Orientation and Ethical Employer Brand Image within value-centric organisations. A total of 200 Gen Z and Young Millennial participants responded to a perception-based survey. Data interpretation included reliability analysis, descriptive statistics, correlation analysis, and regression modelling, all using an ethics- and spirituality-oriented approach. Results indicated Workplace Spirituality was positively affected (the most) by Ethical Employer Brand Image (and followed by Authentic Femvertising and Generation Z Value Orientation). Additionally, the study demonstrated that female empowerment-oriented communications contribute positively to employer attraction when perceived as authentic and aligned with the organisation's values rather than as a form of superficial or promotional activism. Overall, the results demonstrate that sustainable employer branding will require an integrated approach that includes both ethical communication and a human-centred workplace culture, along with a spiritually grounded organisational identity. As such, the study advances the existing literature on management ethics and spirituality by providing a unified conceptual model for ethical branding, workplace spirituality, and value-based organisational communication.
The Bhagavad Gita (BG) provides eternal insights into leadership that have far-reaching implications for human health and the health of organizations. The purpose of this study is to systematically review 43 articles published in peer-reviewed journals and indexed in Scopus from 1999 to 2025 that investigate BG-based leadership in contexts of religiosity, spirituality, organizational transformation, and health care. Five emergent themes from the analysis are (1) Visionary Leadership and Strategic Dharma, (2) Ethical Foundation for Sustainable and Healthy Organizations, (3) Inner Mastery and Self-Transcendent Leadership, (4) Transformative Pedagogies and Character Development, and (5) Resilient Leadership in Times of Disruption. Findings suggest that BG concepts, such as dharma (duty), viveka (discernment), and Nishkama Karma (selfless action), promote ethical responsibility, psychological resilience, spiritual wellness, and holistic health. Applications to Health Care, Medicine, and Education demonstrate BG’s relevance in reducing stress, providing empathic care, and creating human-centered leaders. The findings are grounded in the Antecedent–Decision–Outcome (ADO) framework to describe how antecedent factors (i.e., spiritual virtues) influence leadership and health outcomes through internal transformation, which is moderated by contextual factors. The review indicates that before 2017, the literature examined in this review reflected philosophical discourse, while thereafter, empirical research shows that BG’s global relevance continues to grow. Based on the findings, this research establishes BG as a universal model of ethical, resilient, and health-based leadership and identifies theoretical, managerial, spiritual, and future research implications.
This study examines how teachers’ attitudes, concerns, and spirituality relate to sustainable behaviours and intentions to foster inclusive education (IE) in Indian higher education, drawing on the Theory of Planned Behaviour (TPB). We conducted a two-wave survey of 237 teachers from multiple institutions using closed-ended measures. Variance-based modeling (PLS-SEM) tested direct and mediated relationships, and fsQCA identified configurational pathways sufficient for high IE intention. PLS-SEM shows that attitudes and spirituality are positively associated with IE intention and that sustainable behaviours operate as a pivotal mediator, translating psychological factors (attitudes, concerns, spirituality) into stronger intentions to adopt IE practices. fsQCA reveals multiple equifinal combinations, including configurations where high attitudes and spirituality, with present sustainable behaviours, are sufficient for elevated IE intention, highlighting complementarities not visible in net-effect models. By integrating TPB with a focus on sustainable behaviours as a behavioural mediator and combining PLS-SEM with fsQCA, the study advances a comprehensive account of how psychological antecedents translate into intentions for inclusive practice in higher education in India.
Following globalization, westernized cultural values, ideas, and practices have rapidly spread. Cultures are in flux, and indigenous communities are not free from the influence of the outside world. In this research, we investigated how the psychological tendencies of indigenous communities might be affected by such socio-cultural changes in a predominantly collectivist nation. A community-based study was conducted with 150 Kharwar Adivasi individuals residing in 10 villages of Naugarh block, Chandauli, Uttar Pradesh. The participants, aged 25-50 years, were given the measures of Individualism-Collectivism Orientations and Happy Life. Using an exploratory factor analysis, a five-factor structure emerged, explaining 57% of the variance in happy life. The results indicated that 59% of the sample had a collectivistic orientation. Individuals with a collectivistic orientation fared better in overall happiness and its sub domains than individuals with an individualistic orientation. It is suggested that even though there is a gradual increase in individualism, for the Adivasi community, happiness is still enhanced by tendencies of interdependence. The findings have important implications for understanding the happiness of the under-researched Adivasi population.
Purpose: This study comprehends the effectiveness of Customer Relationship Management (CRM) in Quick-Service Restaurants (QSRs), with a focus on the measurement of CRM Effectiveness (CRME) specifically tailored for the Indian QSR sector by testing the validity and generalizability of an existing scale for CRME (Padmavathy et al., 2012), originally developed for the Indian banking service industry. Research Gap: The QSR sector witness challenges of high customer turnover with quick-paced service environments, making CRM strategies pertinent. With exponential increase in the competition, effective CRM practices have become decisive for retaining customers and enhance overall business performance. Although, there has been lot of research in the field of CRM Effectiveness in the Indian Banking service industry, there is a lack of standardized scale for quantifying CRM effectiveness for the Indian QSRs, which may lead to ineffective CRM implementation and assessment practices. Novelty: The present study investigates the validity and generalizability of a multi-dimensional CRME scale that evaluates the effectiveness of CRM system in the QSR context by employing exploratory and descriptive quantitative methods (such as KMO, Cronbach Alpha, EFA and higher order CFA using SPSS and AMOS), which is the first of its kind in the context of the QSR industry. Findings/Implications: Leveraging existing literature and theoretical frameworks, present study empirically investigates critical dimensions of CRME, including Organizational commitment (OC), Customer experience (CE), Process-driven approach (PD), Reliability (RE), and Technology orientation (TOR); and concludes that the scale originally developed by Padamavathy et al. (2012) is generalizable to the Indian QSR sector with OC being the most impactful predictor of CRME. Finally, the study offers actionable insights for QSR managers to improve their CRM efforts.
Solar energy presents a transformative and sustainable solution to the pressing challenges faced by rural communities, particularly in developing nations where access to reliable electricity remains limited. This paper delves into the potential of solar-powered villages to revolutionize rural development by empowering rural areas by improving critical needs such as education, healthcare, economic growth, and overall well-being. By analyzing the integration of decentralized solar energy systems in off-grid regions, the study underscores the vast socioeconomic and environmental benefits these solutions can offer. Despite these advantages, the research identifies key challenges to scaling up solar energy adoption in rural areas. These include high initial costs, lack of awareness and technical expertise, and inadequate policy frameworks. To address these barriers, the findings advocate for a multi-faceted approach involving strong policy support, targeted subsidies, and public-private partnerships to reduce financial obstacles. Moreover, technological innovation is critical for enhancing the efficiency and affordability of solar systems, while community participation is essential to ensure local ownership, maintenance, and long-term sustainability of solar energy projects. Thus, the study demonstrates that solar-powered villages have the potential to drive equitable development, improve quality of life, and foster sustainable growth in rural regions. By addressing challenges and leveraging opportunities, solar energy can empower rural communities to become resilient, self-reliant, and integral contributors to national development goals.
Businesses are at serious risk from software flaws, which can affect consumer trust, security, and operational effectiveness. Proactive quality assurance is made possible by machine learning's (ML) creative approaches to software defect detection and prediction. From the standpoint of strategic management, companies can manage the allocation of resources efficiently, increase decision-making, and improve overall software quality by incorporating machine learning (ML) models into defect detection procedures. This study examines the business ramifications of AI-driven quality assurance as well as the different machine learning models used for software defect identification and their incorporation into IT management plans. The paper emphasizes ML's significance in long-term strategic planning and operational efficiency along with highlighting the difficulties, advantages, and potential future directions of using it for defect management in organizational settings.
Even though studies have found that divestitures around Mergers and Acquisitions (M&A) are a common occurrence (13%-45% across studies), this topic hasn’t been studied enough. This bibliometric study reviews the research themes and publication pattern of papers on divestitures around M&A. An initial extract of 537 research papers listed on SCOPUS till 2023 on relevant keywords was identified of which 170 papers were shortlisted to identify research work which was contributing to the research area in a meaningful way. This study identifies top contributors to the area across authors, journals and countries. Several key research sub-themes emerged. While there are papers focusing on divestitures as an indicator of failure of prior M&A, a different group of papers have studied divestitures in more positive light such as it being a tool to improve performance. One of the most important themes is to identify reasons and estimate likelihood of divestiture of previously acquired units.
This study explores leadership in Gen Z through the lens of the Indian Knowledge System (IKS), adopting a constructivist approach to leadership theory. As Gen Z enters the workforce with a strong entrepreneurial mindset, this research examines their leadership constructs, core traits, and the challenges they face as both entrepreneurs and professionals. By integrating principles from IKS, the study investigates how indigenous wisdom, philosophical traditions, and historical leadership models influence Gen Z's leadership perspectives. It delves into generational leadership differences, workplace competencies, motivation, and development opportunities while assessing the impact of traditional Indian leadership values on their decision-making and problem-solving abilities. The study aims to provide a comprehensive understanding of how Gen Z’s leadership preferences and competencies shape their professional and entrepreneurial performance within the modern workplace.
Innovation, ethical as well as humanistic, has its roots in fostering and flourishing of creativity in every field of human endeavour, business and otherwise. Mere techno-economic connotation of creativity, as dominant in modern global business and economy, is inadequate to capture the deeper and wider reaches of human creative potential that can inspire breakthrough innovations in modern organizations. The present paper expands the quest for creativity from its narrow instrumental confines to the vast realm of effulgence of human creative potential in the arena of Liberal Arts and aspires to achieve the much awaited and desired synthesis of Management and Liberal Arts for mutual enrichment. At a more tangible level the paper attempts to delve into the various aspects of creativity from the life and works of legendary creative masters from the East and the West to gain inspirational insights for leadership transformation. The paper unfolds this creative odyssey, in the spirit of pilgrimage, towards evolution of leadership consciousness from agony to ecstasy, from questioning to quest culminating in the experience of joy and freedom when the leader, like many creative masters finally becomes child-like in nature.
The growing complexities of organizational sustainability have intensified the demand for leadership models that emphasize values[1]driven decision-making, meaningful purpose, and human-cantered management. Drawing on the profound insights of ancient Indian wisdom, this study explores the influence of spiritual leadership, workplace spirituality, ethical governance, and corporate social responsibility (CSR) on organizational transformation. Adopting a quantitative research methodology, the study employed a structured questionnaire to collect primary data from 407 professionals across Tier-1 cities in India. The instrument incorporated validated scales to measure spiritual leadership, workplace spirituality, inner wisdom, innate human qualities, CSR, and organizational transformation. Correlation and regression analyses were conducted to evaluate the predictive relationships between these constructs in the context of responsible and sustainable business practices. The findings highlight the potential of integrating ancient Indian philosophical perspectives with modern management approaches to strengthen leadership, enhance employee engagement, and promote long-term organizational development. The study offers valuable insights for both practitioners and scholars on fostering trust, commitment, and resilience by aligning leadership practices with enduring ethical and cultural principles.
The purpose of this study is to explore at how consumers switch from traditional shopping to online shopping and vice versa in the apparel industry. It begins by identifying the factors driving consumer buying behaviour, then identifies the influencing variables that effect shopping behaviour individually (traditional and online shopping behaviour) and then identifies the factors responsible for switching behaviour across modes. The study also looked at the socio-demographic characteristics that influence conventional and internet purchasing habits. The statistics came from a study of 520 online buyers in three Indian metropolises (Delhi, NCR, Mumbai, and Bangalore). All constructs were evaluated using a modified version of well-known scales, and data was analysed using AMOS through CFA (Confirmatory Factor Analysis), Path Analysis, and MGA (Multi Group Analysis) of SEM (Structural Equation Modelling), and Stepwise Regression from Linear Regression. Our findings contribute to the body of research on consumers' switching intentions for traditional and online services, which has been consolidated and formalized into a complete model of factors influencing customers' switching behaviour (Gupta & Sahu, 2015). The study will assist marketers in learning about the elements and aspects that are more essential in customers' switching behaviour.
This research paper aims to explore the payoff that current HRM practices have on the intrapreneurial behaviour opportunities available to workers in the aviation industry in India. The intention of research is to provide an interpretation and to collect quantifiable data. As a study tool for collecting primary quantitative data, a questionnaire with an appropriate level of structure was utilized. Pearson Correlation, Cronbach Alpha, Coefficient Correlation and Regression were some tests carried out with SPSS software. Data was obtained from personnel of the aviation business who held managerial positions at a middle level. The sample for this study is 181. According to the findings, there is a constructive influence that each component of HRMP and DEI has on the intrapreneurial behaviour advancement of staff members. The evidence supports the validity of four of the hypotheses. The research instrument has a Cronbach Alpha score of 0.774, and the R Square value obtained from the regression test is 0.557. This study demonstrates that training and development help employees increase their career progression possibilities. Because workers in the aviation industry are often content with the learning and professional development opportunities provided by their employer, this factor has a significant overall bearing on their career advancement opportunities. All aspects of training and development need to be thoughtfully considered to accomplish successful career advancement through HRMP application and to ensure that DEI is carried out correctly.
This study aims to create a scale for measuring Holistic Student Development, addressing the limitations of traditional methods of student development focused on academic achievements. Using a mixed-methods approach, combining qualitative insights and quantitative analysis, the research designs an inclusive measurement tool. A standardized questionnaire with a “5-point Likert scale” was used to gather data from 577 students of HEIs in India. The Holistic Student Development Measurement Scale's (HSDMS) 0.94 Cronbach's alpha score indicated its reliability. Exploratory Factor Analysis (EFA) was used to analyse the data obtained from the structured questionnaire. The five dimensions of HSDMS—Physical Quotient (comprising Physical Wellbeing and Physical activities), Emotional Intelligence Quotient, Social Intelligence Quotient, Intelligence Quotient (comprising Academic Performance and Learning path), and Spiritual Intelligence Quotient—were discovered.
Purpose: This study looks at how currency fluctuations affect the NSE's market capitalization. This study examines historical data from 2013 to 2023 to identify trends, underlying causes, and potential implications for investors and policymakers. The study employs econometric modelling techniques to investigate the relationship between currency exchange rate fluctuations and stock market capitalization. Design/methodology/approach: To assess the impact of currency fluctuations on the NSE market capitalization, a quantitative research methodology was used, which included regression analysis. The study used secondary data sources such as official financial statements, exchange rate repositories, and stock market indices. The data were statistically analysed using econometric models, ensuring robust and reliable results. The selection of principal explanatory variables was guided by literature and empirical research, ensuring a thorough assessment of currency exchange rate effects. Findings: The analysis revealed that exchange rate fluctuations had a significant impact on the NSE's market capitalization. There was a strong correlation between the movement of the INR against primary global currencies and changes in the NSE's overall market valuation. The findings show that instances of INR depreciation are frequently associated with increased market volatility and fluctuations in investor sentiment. The study also emphasizes how macroeconomic variables such as inflation, interest rates, and foreign direct investment (FDI) influence the relationship between exchange rate fluctuations and stock market capitalization. Practical Implications: The study provides valuable insights for investors, policymakers, and financial analysts into the impact of currency fluctuations on stock market trends. The findings emphasize the importance of exchange rate risk management strategies for investors seeking to minimize potential losses. Policymakers may use the findings to develop regulatory frameworks that promote market stability and foreign investment. Originality/value: This study adds to the current knowledge base by conducting an empirical analysis of the effects of currency exchange rate fluctuations on NSE market capitalization. In contrast to previous studies, which primarily focus on short-term fluctuations, this study takes a decade-long perspective. The findings improve understanding of market dynamics, allowing stakeholders to make informed investment and policy decisions.
