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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: 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: 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: A Bibliometric Analysis of Women Entrepreneurship: Trends, Themes, and Global Perspectives

Abstract: Women entrepreneurs are the most rapidly expanding section of global entrepreneurship and have garnered significant attention from several scholars, particularly in recent years. Emerging entrepreneurship literature indicates that females contribute significantly to entrepreneurial activities and economic growth by generating new jobs and enhancing gross domestic product.This study presents a comprehensive bibliometric analysis based on data extracted from the Web of Science record to explore the key trends, themes, and contributions in women entrepreneurship research. Using VOS viewer, the study maps keyword co-occurrences, identifies prominent themes, and analyzes the geographical distribution of publications. Findings highlight critical intersections of gender, innovation, and sustainability in entrepreneurship, revealing emerging areas for future research and policy development to foster global inclusive ecosystems for women entrepreneurs.

By Deepak Kumar, Tamanna
In Volume: 15,Issue: 1
Title: Traditional Continuousness and Market Services: A Mixed-Method Field Study of Khadi Weaving Communities in Cumilla, Bangladesh

Abstract: A mixed-methods field study in Cumilla District, Bangladesh, from October 2025 to February 2026 studies Khadi manufacture and community well-being. It also illustrates global market entry issues. Primary data came from 360 semi-structured artisan interviews, 8 64-person focus groups, 300 household surveys from five upazillas, and 120 hours of participant observation. This study analyzed qualitative data (1,847 coded references, 24 nodes/6 themes) using NVivo 14 and evaluated quantitative dichotomous outcomes (well-being, market access, and GI awareness) using Fisher's Exact Test, One-Proportion Z-Test, Point-Biserial Correlation, McNemar's Test, and Cohen's Kappa (?=0.87).Major findings indicate that 71.4% of craftsmen experience emotional fulfillment in Khadi production, with present artists reporting superior well-being than former craftspeople (WHO-5 mean: 68.3 vs. 52.1; OR=4.82, p<0.001). GI certification increased average monthly wages 28.4% (BDT 8,450–10,850), however 62% are below the national living wage. Young people's engagement decreased from 42% (2010) to 18% (p<0.001) due to limited opportunities and a dismal income outlook (67%). Only 12% of people have access to global markets, and digital literacy highly corresponds with export activity (r_pb=0.42, p<0.001). These findings help the Craft-Centered Marketing Methodology (CCMM) balance market integration and cultural continuity utilizing the "Story-Value-Connection" (SVC) framework for sustainable Khadi growth.

By S.K.S. Yadav, Muhammad Mahboob Ali, Kiran
In Volume: 15,Issue: 1

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