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Title: Impact of Digital and Social Media Advertising on Millennial Consumers

Abstract: Generation Y, commonly identified as Millennials, comprises individuals born between 1981 and 1996. Characterized by profound digital immersion and technological proficiency, this cohort has been significantly influenced by the pervasive expansion of social media. Consequently, social media advertising has emerged as a formidable catalyst in shaping their purchase intentions, consumption patterns, and brand preferences. The present study investigates the multifaceted influence of social media advertising on the buying behaviour of Generation Y consumers within the contemporary digital marketplace. The findings unequivocally demonstrate that social media advertising exerts a profound influence on the lifestyle orientations, consumption behaviour, and purchase decision-making processes of Generation Y consumers. The ubiquitous proliferation of digital platforms such as Instagram, Facebook, YouTube, WhatsApp, and X (formerly Twitter) has fundamentally reconfigured the dynamics of consumer–brand interaction. By facilitating instantaneous access to comprehensive product information, authentic consumer reviews, algorithmically curated recommendations, and influencer-generated endorsements, social media advertising substantially shapes consumer perceptions, reinforces purchase intentions, and cultivates enduring brand predispositions within the contemporary digital ecosystem. The study further highlights that Generation Y consumers actively engage with digital content and rely heavily on online reviews and peer recommendations before making purchases. Businesses and marketers can therefore better understand consumer expectations and design effective advertising strategies to attract and retain this segment. The research concludes that social media advertising has become an essential marketing tool influencing Generation Y’s buying behaviour in the modern digital economy.

By Swati Agarwal
In Volume: 15,Issue: 1
Title: Climate Change, Security Dilemmas, and Power Transitions: India–Europe Perspectives on Global Stability

Abstract: Climate change has become a critical driver of contemporary security challenges, reshaping geopolitical alignments and intensifying security dilemmas in an increasingly multipolar international order. This paper examines the climate–security nexus from India–Europe perspectives, highlighting how climate-induced risks—such as extreme weather events, resource scarcity, displacement, and threats to critical infrastructure—act as threat multipliers that exacerbate existing conflicts and complicate global stability. From the European perspective, climate security has gained strategic significance in the aftermath of the COVID-19 pandemic and the Russia–Ukraine war, which exposed vulnerabilities related to energy dependence and supply-chain disruptions. Consequently, Europe increasingly integrates climate action with energy transition, strategic autonomy, and foreign policy objectives. In contrast, India approaches climate security through the lens of development, resilience, and equity, prioritizing adaptation, energy access, and disaster preparedness while emphasizing differentiated responsibilities in global climate governance. The paper argues that these differing priorities generate security dilemmas in areas such as clean energy competition, access to critical minerals, climate finance, and technological standards. At the same time, expanding India–Europe engagement through green technology cooperation, resilient supply chains, and inclusive climate governance offers opportunities to mitigate climate-related security risks. The study concludes that strengthened India–Europe cooperation is essential for managing climate-driven insecurities and contributing to global stability in an era of accelerating environmental and geopolitical change.

By Dimple Chaudhary
In Volume: 15,Issue: 1
Title: Humanitarian Crises and Refugee Mental Health in Europe: A Psychological Perspective on Forced Migration and Global Governance

Abstract: War, political instability, persecution, human rights violations and natural calamities have forced millions of people to involuntarily run from their homes in search of safety and stability, due to these sorrowful reasons humanitarian crisis arises and explains what really happens with these refugees. Europe has become one of the major destinations for refugees escaping such crises, however their experiences and what they are truly going through in order to survive is frequently reduced to policy debates. This paper strives to understand humanitarian crises, forced migration and refugee mental health challenges in Europe through a psychological perspective along with understanding the importance of global governance. This study uses a qualitative content analysis approach as it uses secondary data from international organization and existing research literature to assess the reasons for forced migration. The refugees who flee from their home countries don't migrate voluntarily because migration for them becomes a vital necessity when safety, dignity and basic rights are threatened to them and their families. They come across financial burden, unemployment, legal uncertainty, social exclusion, discrimination and very limited access to healthcare and mental health services. The existing literature regularly shows that these stressors built-up over time have severe psychological repercussions. The refugees show a very high prevalence of mental health disorders such as post-traumatic stress disorder (PTSD), complex traumatic stress disorder which happens due to persistent exposure to trauma, depressive and anxiety disorders, sleep disturbances and somatic symptom disorders. This study also addresses how India-Europe collaboration would help through policy exchange frameworks and community-based mental health interventions.

By Ojasvi Chaudhary
In Volume: 15,Issue: 1
Title: Fostering Innovation through Education: India's National Education Policy (NEP) 2020 and Mainstreaming of Entrepreneurial Education

Abstract: This paper intends to argue that incorporating entrepreneurial education into school and college curricula is essential for developing a creative and resilient mindset in young people, transforming job seekers into producers and improving initiatives like Startup India. It divides its analysis into four main sections: an introduction that presents entrepreneurship as an essential component of education that aligns with SDG 4's objectives for skill development; a comparison of NEP's visionary reforms towards experiential, multidisciplinary learning with pre-NEP 2020 issues like rote learning, vocational silos, and skills mismatches; an analysis of new teaching methods, emphasising flexible structures like credit banks and interdisciplinary enterprise skills; and A list of crucial actions for implementing NEP 2020, including teacher training and innovation councils, have also been analysed. This paper is a descriptive study, which relies on government reports and documents to study the performance of NEP in fostering innovation and entrepreneurship.

By Prateek Agrawal, Rajeev Sijariya, Monika Singh, Ajay Pratap Singh
In Volume: 15,Issue: 1
Title: Chanakya Niti in the Digital Age: A Strategic Approach to Employee Stress Management in IT Sector

Abstract: Purpose: The current research paper analyzes that in IT sector, how strategic practices based on Chanakya Niti influence stress management in the National Capital Region (NCR). The paper signifies the importance of classical strategic wisdom in the contemporary organizational setting in reaction to the increasing stress at the workplace precipitated by the technological demands and competitive work environment. Methodology: A cross sectional and quantitative method was applied in this study. For data collection purpose, primary source like questionnaire was disseminated to gathered the significant information from 400 respondents which were utilized for statistical tests application as per the suitability of hypothesis. For assess the relations and check the effect of variables in this study, correlation and regression analysis were applied. Findings: The results show that the strategic practices of Chanakya Niti are moderately implemented in IT organizations, and employee stress management is moderate, and the issue of burnout is still apparent. The correlation analysis has revealed that strategic practices and employee stress management have a strong positive relationship. Moreover, regression analysis proved that the practices based on Chanakya Niti have a statistically direct relation with the stress management of employees. Practical Implications: The study shows that the old strategic concepts such as ethical governance, strategic foresight, emotional intelligence, and disciplined leadership can be applied to the new management practices by companies to benefit. Nonetheless, the practices must be supplemented with more extensive employee well-being programs, and supportive workplace policies. Originality/Value: It offers a testimony on the applicability of traditional Indian strategic wisdom to the contemporary workplace issues, especially in managing employee stress in the IT industry.

By Shreya Panwar, Shivani Gupta
In Volume: 15,Issue: 1

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