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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: Mediation as a Transformative Mechanism in Insolvency Resolution Under the IBC: Emerging Dimensions Under the Mediation Act, 2023

Abstract: The Insolvency and Bankruptcy Code, 2016 (IBC) was enacted to ensure time-bound insolvency resolution, maximisation of asset value, and balancing of stakeholders’ interests. Nevertheless, increasing procedural delays, adversarial litigation, and mounting pendency before the National nyny Law Tribunal (NCLT) have diluted the efficiency of the insolvency framework. In this evolving context, mediation has emerged as a constructive and commercially viable mechanism capable of harmonising creditor-debtor relations while preserving enterprise value. The enactment of the Mediation Act marks a significant legislative shift towards institutional and pre-litigation mediation in India’s dispute resolution architecture. This paper critically examines the growing interface between mediation and insolvency law in India with special reference to recent developments under the IBC regime. It analyses how consensual dispute resolution can supplement the rigid adjudicatory model of insolvency proceedings, particularly in operational debt disputes, inter-creditor disagreements, avoidance transactions, and pre-packaged insolvency mechanisms. The study further evaluates the Insolvency and Bankruptcy Board of India’s proposal permitting operational creditors to opt for mediation prior to initiating proceedings under Section 9 of the IBC, thereby institutionalising a culture of negotiated settlements within insolvency jurisprudence. The paper argues that mediation can substantially reduce litigation costs, preserve business continuity, maintain commercial relationships, and decongest insolvency tribunals without undermining the objectives of the IBC. It also explores the compatibility of mediated settlements with the principles of creditor autonomy, procedural fairness, and economic efficiency. By examining comparative global practices and contemporary Indian reforms, the paper concludes that mediation represents not merely an adjunct remedy but a transformative jurisprudential tool capable of reshaping insolvency governance in India from adversarial resolution to collaborative restructuring.

By Ashok Kumar Sharma
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: 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 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: 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

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