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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: Live-in-Relationships and Socio - Legal Challenges in India

Abstract: Due to the absence of legal protection for property rights, live-in relationships continue to be socially stigmatised in India, especially in traditional groups. Property rights are usually valued by married couples, and live-in partnerships are not specifically recognised by Indian law. The difficulties that live-in couples encounter may be made worse by this lack of family support. Without legal recognition, issues pertaining to inheritance rights and child custody become complicated. Although it offers some protection against domestic abuse, the Protection of Women from Domestic Violence Act of 2005 can be difficult to apply and enforce. Partners can not have the same financial rights or job benefits as married spouses. Despite these challenges, perceptions about cohabitation are gradually shifting, especially among younger people and in urban areas. Comprehensive legislative reforms are necessary to address the socio-legal problems that cohabiting couples face and to provide them with adequate protection and rights.

By Mohd Danish Khan, Pushkar Raj
In Volume: 15,Issue: 1
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: Innovative Business Models in Supplying Energy Finance as a Service and Leasing in México

Abstract: This research report examines innovative business models in energy finance as a service (EFaaS) and leasing mechanisms within the Mexican energy sector. As México transitions toward renewable energy and sustainable development goals, novel financing structures have emerged to overcome traditional barriers to energy infrastructure investment. Results demonstrate that energy leasing and service-based models have achieved significant market traction, particularly in commercial solar photovoltaic installations and energy efficiency projects. Findings reveal that successful models incorporate flexible payment structures, comprehensive maintenance services, and performance guarantees that align incentives between service providers and clients. The discussion addresses regulatory enablers, financing innovations, and technology integration strategies that facilitate model adoption. The report concludes that EFaaS and leasing models represent transformative mechanisms for accelerating Mexico's energy transition, with implications for policy development, financial sector engagement, and sustainable infrastructure deployment.

By José G. Vargas-Hernández, Dra. Patricia Villasana-Ramos, M. C. Omar C. Vargas-González
In Volume: 15,Issue: 1
Title: Test Paper

Abstract: Abstract Example

By Dr Sandeep Kumar Gupta
In Volume: 15,Issue: 1

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