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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: A Qualitative Analysis of 40 Case Studies on BUBT Students' Admission Experience and Satisfaction

Abstract: Based on in-depth case studies of forty students from all academic departments, this study offers a thorough qualitative examination of the admission experiences and satisfaction of students at Bangladesh University of Business and Technology (BUBT). This study finds important factors impacting admission decisions, student happiness, and retention intentions using NVivo 14 software for rigorous qualitative data analysis. The results show a complicated paradox: although 90% of students selected BUBT mainly because of its reasonably priced tuition (20,000–25,000 BDT per semester), they also voiced serious discontent with the qualifications of the instructors, classroom conduct, bullying on Facebook, and subpar housing. With 92.5% of female students satisfied, the proctorial system was found to be the most favorable element. Nonetheless, 65% of students said they had witnessed or experienced instructor annoyance in the form of yelling, canceling classes, or acting insultingly, and 85% of students desired senior teachers with PhDs. The fact that 80% of students said they would be willing to pay an additional 5,000–10,000 BDT per semester if BUBT hired internationally renowned PhD staff and addressed behavioral concerns with teachers is also remarkable. Additionally, 45% of students saw their institution rating as a direct advantage for their own careers, according to the report. Eight evidence-based recommendations, with projected implementation timescales ranging from immediate to two years, are included in the research's conclusion. These recommendations include urgent PhD faculty recruitment, teacher training programs, hostel expansion, and official Facebook group moderating.

By S.K.S. Yadav, Tasfiunnoor Pinky, Dhwani Gupta
In Volume: 15,Issue: 1
Title: The Dynamics of Broadcasting Law and Reality TV in India: Legal and Ethical Challenges

Abstract: In India, television reality programs have become a popular genre thanks to its relevant themes and lively content. But their quick expansion has spurred discussions about moral behavior, the effects on society, and legal issues. With an emphasis on reality television, this essay critically evaluates India's broadcasting laws and regulations, assessing how well they handle issues with participant exploitation, content manipulation, and cultural deterioration. The paper explores the legal framework that governs broadcasting in India, including the Broadcasting Content Complaints Council (BCCC) and the Cable Television Networks (Regulation) Act, 1995. It draws attention to the shortcomings of current legislation, which is vague in addressing the subtleties of reality programs and results in problems like manufactured narratives, participant psychological suffering, and transgressions of decency standards. These difficulties are highlighted by case studies of well-known programs like Bigg Boss, Indian Idol, and Roadies, which offer insights into the sociocultural ramifications of such programming. The study also identifies areas for improvement by contrasting India's broadcasting laws with international regulatory standards. Among the recommendations are the introduction of specific rules for reality television, the reinforcement of self-control systems, and the encouragement of media literacy among audiences. Reforming broadcasting laws in the digital age is essential, according to the report, which promotes a balanced strategy that protects the public interest, participant welfare, and creative freedom. By emphasizing the necessity of strong controls in India's changing media landscape, this study seeks to advance the conversation on media ethics and policy.

By Jyoti Rawat Lohiya, Sarika Tyagi
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: The Role of Artificial Intelligence in Digital Transformation: opportunities, challenges and Future Directions

Abstract: Artificial Intelligence (AI) has emerged as a transformative force that is redefining the way organizations approach digital transformation. By enabling intelligent automation, advanced data analysis, predictive decision-making, and personalized customer experiences, AI has become a key driver of innovation and organizational competitiveness. Despite its growing adoption, organizations continue to face several challenges, including ethical concerns, data privacy issues, cybersecurity risks, workforce adaptation, and implementation costs. This study examines the role of Artificial Intelligence in digital transformation by synthesizing evidence from recent academic literature, industry reports, and credible institutional publications. The paper adopts a qualitative approach based on secondary sources to explore how AI contributes to organizational transformation across different sectors. The analysis highlights that successful digital transformation depends not only on technological adoption but also on organizational readiness, effective leadership, employee capabilities, and responsible governance. The study further discusses the opportunities created by AI, the barriers affecting its implementation, and the future directions that can support sustainable digital transformation. The findings provide valuable insights for researchers, business leaders, and policymakers seeking to understand the evolving relationship between Artificial Intelligence and digital transformation in the modern business environment.

By S.K.S. Yadav, Kavita
In Volume: 15,Issue: 1
Title: The Dynamics of Broadcasting Law and Reality TV in India: Legal and Ethical Challenges

Abstract: In India, television reality programs have become a popular genre thanks to its relevant themes and lively content. But their quick expansion has spurred discussions about moral behavior, the effects on society, and legal issues. With an emphasis on reality television, this essay critically evaluates India's broadcasting laws and regulations, assessing how well they handle issues with participant exploitation, content manipulation, and cultural deterioration. The paper explores the legal framework that governs broadcasting in India, including the Broadcasting Content Complaints Council (BCCC) and the Cable Television Networks (Regulation) Act, 1995. It draws attention to the shortcomings of current legislation, which is vague in addressing the subtleties of reality programs and results in problems like manufactured narratives, participant psychological suffering, and transgressions of decency standards. These difficulties are highlighted by case studies of well-known programs like Bigg Boss, Indian Idol, and Roadies, which offer insights into the sociocultural ramifications of such programming. The study also identifies areas for improvement by contrasting India's broadcasting laws with international regulatory standards. Among the recommendations are the introduction of specific rules for reality television, the reinforcement of self-control systems, and the encouragement of media literacy among audiences. Reforming broadcasting laws in the digital age is essential, according to the report, which promotes a balanced strategy that protects the public interest, participant welfare, and creative freedom. By emphasizing the necessity of strong controls in India's changing media landscape, this study seeks to advance the conversation on media ethics and policy.

By Jyoti Rawat Lohiya, Sarika Tyagi
In Volume: 15,Issue: 1

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