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Archives Volume-10, Issue-2(July-December)

TABLE OF CONTENTS

Paper Title:
THE IMPACT OF DIGITALIZATION AMONG WOMEN SELF HELP GROUPS AND ATMANIRBHARTA
Author Name:
Sonu Nagori
Country:
India
Page No.:
1-7
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THE IMPACT OF DIGITALIZATION AMONG WOMEN SELF HELP GROUPS AND ATMANIRBHARTA
Author: Sonu Nagori

The primary motto of Digital India’s mission is”Power to Empower”. Women's empowerment plays a crucial role in the overall development of any society besides positively impacting the daily lives of women. The digital revolution brings immense potential to improve social and economic outcomes for women and has also made a metamorphic change in the entire lifestyle and livelihoods system. The winds of radical change in the fields of employment and information technology have brought with them a wide range of opportunities for women in India and across the globe. A radical development in mobile technology has brought the world to one’s fingertips and has allowed women to update themselves about everyday national and global news. Education not only enables rural women in digitization but also helps them to empower themselves economically. . In India, self-help groups-led microfinance programmes have achieved significant success in the livelihoods promotion, and women empowerment. The recent inclusion of the usage of digital technology has changed the whole self-help group (SHG) movement and has vast potential to enhance the welfare of women’s self-help groups in a variety of ways. Based on the studies and reports, the paper tries to elaborate on the latest developments in digital financial inclusion in the country and its impact on the lives and livelihoods of women SHGs. To acquire the maximum benefits of the digital revolution, there is a need to enhance the capacities of all stakeholders involved in this SHG movement.
Keywords: Digitalization E-learning, Technology, Self-reliance, Mobile Technology AatmaNirbhar Bharat, India

Paper Title:
A STUDY ON HUMAN RESOURCE MANAGEMENT PRACTICES AND EMPLOYEE PERFORMANCE: THE ROLE OF JOB SATISFACTION WITH SPECIAL REFERENCE TO BARKAGAON UNDER HAZARIBAG DISTRICT
Author Name:
Madhavi Mehta, Smruti Ranjan Rath
Country:
India
Page No.:
8-12
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A STUDY ON HUMAN RESOURCE MANAGEMENT PRACTICES AND EMPLOYEE PERFORMANCE: THE ROLE OF JOB SATISFACTION WITH SPECIAL REFERENCE TO BARKAGAON UNDER HAZARIBAG DISTRICT
Author: Madhavi Mehta, Smruti Ranjan Rath

This study aims to investigate the impact of Human Resource Management Practices on improving Employee Performance (EP). The study is accomplished by hypothesizing the impact of Human Resource Management Practices on Employee performance, additionally this impact is theorized to be mediated through job satisfaction. Employee engagement is also taken into account because of the potential moderating effect it has within the theorized model. Job satisfaction is the most frequently studied variable in organizational research because employers want to know how to avoid labor turnover and reward their best workers. In contrast to the organization's perspective on the relation of job satisfaction to productivity, vocational psychology views job satisfaction from the perspective of the worker, defining job satisfaction as the attitude or the general feeling that a worker has toward her or his job.
KEYWORDS: HRM Practices, Job Satisfaction, Employee Performance.

Paper Title:
"EVOLVING PSYCHOLOGICAL CONTRACTS AND INTERACTIONS IN BLENDED BUSINESS EDUCATION: A DIFFUSION OF INNOVATIONS PERSPECTIVE"
Author Name:
Binnie Sharma
Country:
India
Page No.:
13-20
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"EVOLVING PSYCHOLOGICAL CONTRACTS AND INTERACTIONS IN BLENDED BUSINESS EDUCATION: A DIFFUSION OF INNOVATIONS PERSPECTIVE"
Author: Binnie Sharma

ABSTRACT
This research paper explores the diffusion of innovations in blended management education
in India, focusing on the psychological effects on both teachers and students. Guided by
Rogers' Diffusion of Innovations Theory, the paper examines how new blended learning
technologies and practices have spread across institutions and their impact on stakeholders'
psychological contracts—the mutual expectations and obligations between teachers and
students. Using a mixed-methods approach, including qualitative interviews with educators
and students and analysis of institutional documents, the study investigates temporary and
permanent changes during the pre- and post-pandemic phases. Particular attention is paid to
the evolving nature of teacher-student interactions, engagement, and educational outcomes
within a blended learning context. The findings offer theoretical and practical insights into
sustaining innovations in management education with a focus on psychological adaptation,
and propose a framework for future pedagogical strategies.
Keywords: Blended Management Education, Diffusion of Innovations Theory,
Psychological Contract, Teacher-Student Interaction, Educational Technology Adoption

Paper Title:
THE ROLE OF ARTIFICIAL INTELLIGENCE IN PERSONALIZED MARKETING STRATEGIES
Author Name:
Amit Singh Dalal & Neha Prajapati
Country:
India
Page No.:
50-62
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THE ROLE OF ARTIFICIAL INTELLIGENCE IN PERSONALIZED MARKETING STRATEGIES
Author: Amit Singh Dalal & Neha Prajapati

ABSTRACT
This research paper explores the pivotal role of artificial intelligence (AI) in personalized
marketing strategies and its impact on contemporary businesses, with a specific focus on the
Indian market. The central research question driving this study is, "How does artificial
intelligence influence the effectiveness of personalized marketing strategies?" To address this
question, we conducted a comprehensive analysis, employing various AI-driven techniques in
the context of marketing. Our methodology involved customer segmentation using AI
algorithms, predictive analytics, and recommendation systems to create tailored marketing
approaches. Ethical considerations were carefully integrated into data collection practices.
The study encompassed data from diverse sources, ranging from customer transactions to
digital interactions. Key findings reveal that AI-powered personalized marketing strategies
significantly enhance customer engagement, conversion rates, and overall business
performance. Specifically, customer segmentation enabled precise targeting, resulting in
increased purchase frequency and higher average order values. Personalized
recommendations and predictive analytics drove notable improvements in conversion rates.
In addition to quantitative results, ethical data practices fostered customer trust, underlining
the importance of transparent data handling in AI-driven marketing. Cross-channel
personalization consistently enhanced the customer experience. The implications of our
research extend beyond the Indian market, with insights applicable globally. AI-driven
personalized marketing not only offers short-term benefits but also cultivates long-term
customer loyalty and increased customer lifetime value. We recommend that businesses
prioritize AI integration in marketing strategies, adhere to ethical data practices, maintain
cross-channel consistency, and adopt a long-term perspective to capitalize on the
transformative potential of AI in personalized marketing.
KEYWORDS: Artificial Intelligence, Personalized Marketing, Data Analysis, Customer
Segmentation.

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