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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 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: Financial Performance Evaluation of NSE AND BSE: A Comparative Assessment of Revenue Structure, Operating Efficiency, and Profitability (2020–2025)

Abstract: Stock exchanges play a crucial role in today’s financial systems by providing platforms for raising capital, enhancing market liquidity, and fostering economic growth. The National Stock Exchange of India Limited (NSE) and BSE Limited (BSE) in India have witnessed a sea change in the last decade due to technological advancements, regulatory reforms and increasing retail participation. They are regulated in the same way but differ in their revenue models, operating efficiencies and profitability. The present study has made a comparative analysis of the financial performance of NSE & BSE for the period 2020-2025 with the help of secondary data collected from the annual reports & financial statements. Various approaches such as trend analysis and comparative ratio analysis are studied for key performance indicators such as revenue growth, operating margin, and return on equity. Initial results show NSE is operationally more efficient and profitable mainly due to its dominance in the equity derivatives and technology-based product market. By contrast, BSE has focused on innovations in SME listings and mutual fund platforms, but its scale is small. This research adds to the literature on financial market infrastructure by providing insight to regulators, investors and researchers.

By Shamshad Khan, Arvind Kumar Yadav
In Volume: 15,Issue: 1
Title: Digital Payments and Fraud in India: A Systematic Review of UPI's Growth and Machine Learning-Based Detection Frameworks

Abstract: India's Unified Payment Interface (UPI) can be stated as the most revolutionary payment system of the twenty-first century. It processed over 21 billion transactions worth ?27.97 lakh crore in December 2025 alone. These figures dictate both its remarkable reach and the security challenges it presents. Since its launch in April 2016 by the National Payments Corporation of India (NPCI), UPI has outpaced traditional digital payment systems, and now over 85% of digital transactions in India are done using UPI. Though the growth is remarkable, it allows new kinds of frauds and scams to arise. Studies show that digital fraud has surged by 346% during COVID-19. This paper examines the empirical and review studies from 2017 to 2026 related to the intersection of UPI’s exponential growth and evolving landscape of digital payment frauds in India. The study critically evaluates the most dominant types of fraud typologies, like phishing, QR code manipulation, KYC impersonation, and social engineering scams, along with the methods used for the prevention of such types of fraud, like machine learning and deep learning architectures. The review finds that machine learning and deep learning architectures achieved over 99% accuracy in the detection of fraud. There are still persistent challenges like class imbalance, data privacy, and adaptive fraudulent behavior. The paper argues that effective fraud mitigation and prevention require more than algorithmic advancement. A multi-layered response integrating system, regulatory dimensions, and user awareness is still required to tackle and prevent fraudulent activities.

By Abhishek Mishra and Dr. Mahendra Pal Singh Yadav
In Volume: 15,Issue: 1
Title: Technology as a Catalyst for Global Change: Innovation, Equity, and Sustainable Transformation

Abstract: Technology has emerged as a transformative force shaping global development, social equity, and environmental sustainability. From artificial intelligence and digital health systems to renewable energy and smart infrastructure, technological innovation is redefining economies, governance, and human well-being. However, unequal access to digital resources, infrastructural disparities, and ethical challenges continue to widen global inequalities. This chapter explores how technology functions as a catalyst for global change by examining its role in innovation ecosystems, social inclusion, and sustainable development. It critically analyzes digital transformation across sectors such as healthcare, education, industry, and environmental management, while addressing issues of digital divide, data governance, and ethical responsibility. The chapter further aligns technological advancements with the Sustainable Development Goals (SDGs), emphasizing inclusive innovation and policy-driven transformation. Through conceptual frameworks and global case illustrations, it proposes a balanced pathway that integrates innovation with equity and sustainability. Ultimately, the chapter argues that technology, when guided by ethical governance and inclusive policies, can serve as a powerful instrument for achieving resilient and sustainable global futures.

By Neha Soni
In Volume: 15,Issue: 1

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