Proceeding ICSEMT April 2026

Influence of Campus Placement on Early Career Outcome of Graduates in Coimbatore

Authors: Dr.S.V. Harshini, Vaishnavi Devi N

Abstract: Campus placement has become a critical mechanism facilitating the transition from higher education to employment, particularly in emerging educational hubs such as Coimbatore. While institutions frequently measure placement success through the number of offers and salary packages secured, limited research examines whether campus placements genuinely contribute to sustainable early career development. The present study investigates the influence of campus placement on early career outcomes of graduates in Coimbatore. The research focuses on salary levels, job quality, career growth opportunities, job satisfaction, and alignment with career aspirations. Primary data were collected from 116 graduates across engineering, commerce, science, and management streams using a structured questionnaire. Simple percentage analysis was applied to interpret the findings. The results reveal that although campus placement plays a significant role in facilitating employment access, perceptions regarding job quality, career alignment, and long-term growth remain mixed. While a substantial proportion of graduates secured moderate salary packages (₹4–6 LPA), dissatisfaction regarding competitive compensation and career counselling support was evident. Many respondents prioritized job quality over salary for long-term success, indicating evolving career awareness among graduates. The study concludes that campus placement serves as a gateway to employment but requires structural improvement to enhance sustainable career outcomes. Institutions must shift focus from quantity-based placement metrics toward quality-based career development strategies.

Motivating Hybrid Teams In The Digital Era: Leadership Strategies, FOMO Dynamics, And The Psychology Of Dispersed Workforce Engagement

Authors: Mr.C.Rahuram, Zubair Ahamed.S

Abstract: When organisations split their workforces between home offices and central buildings, they gain scheduling flexibility but quietly erode something harder to measure: the motivational glue that holds teams together. This paper investigates why that erosion happens and what leaders can do about it. Two interrelated forces are placed at the centre of the analysis. The first is a phenomenon the authors term Occupational FOMO—a workplace variant of the consumer-behaviour concept in which remote employees develop a persistent worry that career-shaping conversations, project opportunities, and collegial trust are accumulating on the other side of a screen they cannot fully access. The second force is leadership style, specifically whether managers actively compensate for the structural disadvantages remote workers face or allow physical proximity to quietly determine who gets noticed. Drawing on Self-Determination Theory, Social Comparison Theory, the Job Demands-Resources Model, and Transformational Leadership Theory, the paper maps the psychological mechanisms through which these two forces either compound each other into disengagement or, when well managed, cancel out into sustained motivation. The study concludes with a four-pillar strategic framework intended for immediate application in BBA-level management practice and broader organisational HR planning.

The Influence of Social Media on Brand Reputation Management

Authors: Raguram.C, Yogesh. B

Abstract: The proliferation of social media platforms has fundamentally altered the landscape of brand reputation management. Brands today operate in a 24-hour news cycle where a single post, review, or viral moment can reshape years of carefully constructed brand equity in a matter of hours. This paper investigates the multi-dimensional influence of social media on how organisations build, protect, and recover brand reputation. Drawing on a systematic review of academic literature and industry case studies published between 2018 and 2025, this study examines the mechanisms through which social media amplifies both positive and negative brand narratives, the role of user-generated content and influencer communications in shaping public perception, and the strategic approaches that brands have employed to manage reputational risks and opportunities in digital environments. The paper further introduces a practical Social Media Reputation Management (SMRM) framework that integrates real-time monitoring, crisis response protocols, community engagement strategies, and authenticity benchmarking. The findings indicate that brands which invest in proactive reputation management through consistent, values-driven social media communication demonstrate significantly greater resilience during reputational crises. The study also highlights important ethical dimensions around transparency, data use, and the boundary between reputation management and manipulation.

Brand Preference Of FMCG Products Among Consumers In Coimbatore: An Empirical Study On Purchase Drivers, Loyalty Behaviour, And Market Trends

Authors: Dr.S.V.Harshini, Mohammed binyam ali

Abstract: Walk through any supermarket in Coimbatore and you will notice something interesting: most shoppers reach for the same brands without even glancing at what is next to them on the shelf. That automatic, habitual choice is brand preference — and for FMCG companies, it is everything. When someone automatically picks up Dove or Colgate week after week, that habit translates into a steady revenue stream that advertising budgets alone cannot buy. This paper looks at what drives those choices among 100 consumers across Coimbatore district. We used a structured questionnaire and kept the analysis straightforward — simple percentage analysis — because the goal was to understand real preference patterns, not to complicate them. We drew on four theoretical lenses: Aaker's Brand Equity Model, the Theory of Planned Behaviour, Consumer Involvement Theory, and Social Identity Theory. Together, these helped us make sense of why people pick the brands they do. The numbers tell a clear story. Quality is the most important factor — 40% of respondents ranked it first, ahead of price (24%) and brand image (18%). TV advertising still generates the most brand awareness at 38%, but social media is closing in fast at 28%, especially among respondents under 35. Loyalty is split almost down the middle: 44% stick to the same brands, while 40% say they would switch if the deal is good enough. HUL brands lead the personal care category with 34%, but Himalaya and Patanjali together claim 20% — a figure that would have been unthinkable a decade ago. These findings matter for anyone managing brands or retail shelves in Coimbatore. The city is changing quickly, and the brands that understand its specific consumer profile — rather than copying strategies built for metros — will have a real competitive edge.

Investment FOMO Among Young Managers: A Behavioral Finance Perspective

Authors: Nandha Kishore P. A, Ms.Kripalakshmi.M

Abstract: The democratization of financial markets through mobile trading applications, social media investment communities, and algorithmic content curation has fundamentally altered the informational and emotional landscape in which investment decisions are made. Among early career managers aged 22 to 35, the Fear of Missing Out (FOMO) has evolved from a consumer behavior phenomenon into a significant driver of investment decision-making, with measurable consequences for portfolio quality, financial stability, and professional well-being. This study investigates the psychological, social, and cognitive mechanisms through which Investment FOMO manifests in this demographic, grounded in behavioral finance frameworks, including Prospect Theory, Herding Behavior Theory, Overconfidence Bias, Regret Aversion Theory, and Dual-Process Theory. The analysis identifies four primary FOMO trigger mechanisms operating in digital financial environments: the real- time social visibility of peer investment activities, algorithmic amplification of exceptional outcome narratives, temporal compression of investment decision windows, and professional status dimensions unique to early managerial career stages. These triggers collectively suppress deliberative analytical processing and encourage impulsive portfolio commitments, characterized by insufficient due diligence, excessive concentration in trending assets, and elevated post-decision regret. A characteristic behavioral cycle emerges: anticipatory excitement leads to commitment, followed by either reinforced risk-seeking upon gains or compensatory overtrading upon losses. This study provides a multilevel intervention framework addressing individual behavioral strategies, organizational financial wellness programs, and financial education curriculum reform. The findings argue that Investment FOMO is not primarily a product of ignorance but of predictable psychological mechanisms amplified by purposefully designed digital environments, requiring structural and educational responses rather than willpower-based resistance alone.

Impact Of Influencer Marketing On Brand Awareness: Why Who Says It Matters More Than What Is Said

Authors: Mithun Ram.T, DR S.V Harshini

Abstract: Open any social media feed and you will be three scrolls away from someone recommending a product. Maybe it is a fitness creator talking about a protein supplement they have apparently been drinking for years. Maybe it is a tech reviewer giving their honest take on a new pair of headphones. Maybe it is a home cook walking you through a recipe that happens to feature a brand of olive oil front and centre. Some of these are purely organic. Most have a commercial arrangement behind them. And yet the way they land with audiences — the feeling of a recommendation from someone you have chosen to follow — is fundamentally different from the way a traditional advertisement lands. That difference is what this paper is about. The central question here is not simply whether influencer marketing increases brand awareness. The evidence that it does is well-established enough to need no more proving. The more useful question — and the one this paper addresses — is how it builds awareness, through which mechanisms, and whether certain types of influencer campaigns produce stronger or more durable awareness outcomes than others. The short answer is yes, and the differences are large enough to matter significantly for how brands should be allocating their influencer budgets. Through a structured review of the academic literature and synthesis of empirical findings across product categories, this paper examines the role of influencer tier, content authenticity, audience trust, and content format in shaping brand awareness at different points on the recognition-to-consideration spectrum. The practical output is a framework that gives marketing managers a clearer basis for influencer selection decisions than gut feel or follower count alone currently provides.

AI Ethics in Supply Chain Decisions

Authors: S.Adhithyan, Dr.V.Suresh

Abstract: Artificial Intelligence (AI) is transforming modern supply chain management through predictive analytics, automation, demand forecasting, route optimization, procurement intelligence, and risk management. While AI enhances operational efficiency, cost reduction, and responsiveness, it also poses significant ethical challenges. AI-driven supply chain decisions may suffer from algorithmic bias, lack of transparency, privacy violations, workforce displacement, and sustainability tradeoffs. The increasing reliance on automated decision-making systems demands a structured ethical framework to ensure fairness, accountability, and responsible governance. This study examines the ethical implications of AI integration in supply chain decisions and proposes a structured ethical evaluation framework based on transparency, fairness, accountability, sustainability, and human oversight. This study uses conceptual analysis supported by secondary data from industry reports and academic research to evaluate the ethical risks and mitigation strategies in procurement, logistics, demand forecasting, and supplier selection. The findings suggest that ethically governed AI systems improve stakeholder trust, enhance compliance, reduce reputational risks, and strengthen long-term resilience. Organizations adopting responsible AI governance models outperform competitors in sustainable supply chain performance. The study concludes that AI ethics must be embedded into strategic supply chain planning rather than treated as a compliance requirement.

Effective Branding Techniques in Small and Medium Enterprises

Authors: Abdul Shifu Salik.R, Dr.S. Shankarii

Abstract: Branding plays a significant role in the success and sustainability of businesses, particularly for Small and Medium Enterprises (SMEs). In competitive markets, SMEs often struggle to establish recognition and credibility due to limited resources and strong competition from large organizations. Effective branding techniques enable SMEs to build a unique identity, attract customers, and develop long-term relationships with their target market. This research article examines the importance of branding for SMEs and explores various techniques that can enhance brand visibility and customer engagement. The study is based on secondary data collected from academic journals, books, and online sources related to marketing and branding strategies. The findings highlight that consistent brand identity, digital presence, customer experience, and strategic communication are essential for building strong brands in SMEs. The study concludes that adopting effective branding techniques can significantly improve market positioning and contribute to the long-term growth of SMEs.

Analysis On Consumer Behaviour Towards Grocery Stores

Authors: Sowrav Gorakhnath Mali, M.Kripalakshmi

Abstract: Consumer behaviour plays a significant role in determining purchasing decisions in the retail sector. Grocery stores represent one of the most frequently visited retail outlets where consumers make routine purchasing decisions based on various factors such as price, product availability, store atmosphere, and promotional strategies. Understanding these behavioural factors helps retailers improve customer satisfaction and increase sales performance. The present study aims to analyze consumer behaviour towards grocery stores and identify the major factors influencing purchasing decisions. Primary data was collected through a structured questionnaire distributed among 150 respondents. Secondary data was collected from academic journals, retail reports, and marketing publications. Statistical tools such as percentage analysis and correlation analysis were used to interpret the data. The findings indicate that price sensitivity, product quality, store convenience, promotional offers, and customer service significantly influence consumer purchasing behaviour. Consumers prefer grocery stores that provide competitive pricing, wide product variety, and convenient store layouts. Additionally, loyalty programs and discounts play an important role in attracting repeat customers. The study concludes that grocery retailers should focus on improving store experience, maintaining product quality, and offering attractive promotional strategies to retain customers in the competitive retail environment.

A Study Of Effectiveness Of Influencer Marketing

Authors: Mohamed Vasim. A, Dr.S.V. Harshini

Abstract: Pick up your phone and open Instagram or YouTube. Within about fifteen seconds, someone you follow will be telling you about a product — not through a slick ad, but in a way that feels like a recommendation from someone you actually know. That is influencer marketing. It is a commercial message wearing the clothes of a personal recommendation, and it has become both one of the most talked-about and one of the most misunderstood channels in digital marketing. The real question is not whether brands are spending money here — they obviously are — but whether any of it is actually working, and why some of it works so much better than the rest. This study surveyed 150 respondents across demographic segments to examine how influencer marketing affects consumer purchase intent. It investigates influencer tier effects, content format preferences, perceived authenticity, and the role of product category in moderating influencer effectiveness. Simple percentage analysis and cross-tabulation were used to produce findings accessible to practitioners and students alike. What came back is this: micro-influencers — the ones with 10K to 100K followers — drive the highest purchase conversion at 38%, ahead of macro-influencers at 27%. Perceived authenticity of the endorser accounts for 64% of respondents' stated willingness to act on a recommendation. Short- form video content (Instagram Reels, YouTube Shorts) significantly outperforms static image posts across all age groups. Crucially, the effectiveness of influencer marketing varies substantially by product category: personal care and fashion show markedly higher conversion rates than electronics or financial services, where credibility requirements are more demanding. That has real consequences for how brands should be choosing who to work with and where to spend their money.

Awareness Of Post Office Savings Schemes Among The Public In Coimbatore: An Empirical Study On Knowledge Levels, Investment Behaviour, And Accessibility Barriers

Authors: Mohammed Anshaf.A, Dr. S.V. Harshini

Abstract: Walk into any post office in Coimbatore on a weekday morning and you will see the same thing: a queue of people waiting to pay electricity bills, pick up parcels, or send money home. Very few are there to ask about the Public Provident Fund or the Senior Citizen Savings Scheme. That is not because those products are bad — by almost any measure, they are excellent. It is because most people simply do not know they exist, or know only enough to be unsure where to start. This paper examines exactly that problem — the awareness gap around Post Office savings schemes — using survey data from 100 residents of Coimbatore district, collected between November 2024 and March 2025. We kept the analysis simple: structured questionnaire, simple percentage analysis, and four theoretical frameworks to make sense of the patterns. What we found was striking enough that we think it deserves a clear, direct write-up rather than one buried in statistical complexity. The headline number is this: 70% of respondents do not have full awareness of the Post Office savings schemes available to them. Word-of-mouth from family and friends is carrying most of the awareness load at 36%, while social media — which dominates how this city's under-40 population discovers almost everything else — accounts for just 6% of scheme awareness. Safety and government backing motivate two-thirds of investment decisions. Service quality is where the experience lets people down most. And yet, 68% of those surveyed said they would recommend Post Office schemes to someone they know. There is genuine goodwill here. It is just not being channelled effectively. For anyone working in financial inclusion, public savings mobilisation, or India Post's operations in cities like Coimbatore, these findings point to a clear and correctable problem. The post office has the trust, the products, and the physical infrastructure. What it is missing is communication that actually reaches people.

Analysing The Green Marketing In Shaping Consumer Perception Towards Sustainable Products

Authors: Dr. S.V. Harshini, S. Mohammed Rashik

Abstract: The growing awareness of environmental degradation, climate change, and resource depletion has significantly transformed consumer expectations and market dynamics. As sustainability becomes a central concern, green marketing has emerged as a strategic approach enabling firms to align environmental responsibility with consumer value creation. This study explores the role of green marketing in shaping consumer perception towards sustainable products. Drawing upon consumer perception theory, signaling theory, and attitude–behavior frameworks, the study explains how eco-labels, green advertising, sustainable packaging, and corporate environmental responsibility influence consumer beliefs, trust, and purchase intentions. Findings from existing literature indicate that effective green marketing enhances perceived product quality, brand credibility, and emotional attachment, while misleading or exaggerated environmental claims increase consumer skepticism and resistance. The study emphasizes that green marketing must go beyond promotional messaging and reflect genuine organizational commitment to sustainability. By adopting transparent communication and ethical practices, firms can strengthen long-term consumer relationships and contribute to sustainable consumption patterns.

Consumer Behaviour Towards Smart Gadgets

Authors: Madhan Kumar J, Dr.S.V.Harshini

Abstract: The rapid proliferation of smart gadgets—encompassing smartphones, smart wearables, smart home devices, tablets, and Internet of Things (IoT)-enabled consumer electronics—has fundamentally reshaped consumer markets and purchasing behavior across the globe. This article examines the multifaceted dimensions of consumer behaviour towards smart gadgets, integrating theoretical frameworks, empirical research findings, and contemporary market trends to provide a comprehensive analysis of the factors that drive, moderate, and constrain consumer adoption decisions. Drawing upon established models including the Technology Acceptance Model (TAM), the Unified Theory of Acceptance and Use of Technology (UTAUT), and the Theory of Planned Behaviour (TPB), the article investigates the roles of perceived usefulness, ease of use, social influence, hedonic motivation, price sensitivity, brand perception, and post-purchase satisfaction in shaping consumer attitudes and purchase intentions toward smart gadgets. The study further explores emerging behavioral patterns related to brand loyalty, switching behavior, online versus offline purchase preferences, and the growing influence of digital peer networks and social media on consumption decisions. Key challenges including privacy concerns, technological anxiety, information overload, and rapid product obsolescence are critically examined. The article concludes by proposing a conceptual model of smart gadget consumer behaviour and offering strategic insights for marketers, product developers, and policymakers operating in the smart technology ecosystem.

Study On Customer Satisfaction with Automobile Sector – Honda Motors

Authors: Sujan B, Mr. C.Rahuram

Abstract: Customer satisfaction is one of the most important factors determining the success of an automobile company. In the competitive automobile market, companies must understand customer expectations and continuously improve product quality and service performance. Honda Motors is one of the leading automobile manufacturers known for reliability, innovation, and customer-oriented service. This study examines the level of customer satisfaction with Honda vehicles in terms of product quality, pricing, service support, mileage, comfort, and brand value. The study uses primary data collected through questionnaires and secondary data from company reports, journals, and industry publications.

Influence Of Product Quality On Customer Satisfaction Of Royal Enfield Users

Authors: Dr.S. Shankarii, Balaji KR

Abstract: The motorcycle industry in India has witnessed rapid growth and intense competition, making customer satisfaction a critical differentiator for long-term brand success. Royal Enfield, one of India's most iconic and heritage motorcycle brands, has carved a unique niche in the premium segment. Despite its growing market share, there is a dearth of systematic empirical research on how specific product quality dimensions influence the satisfaction levels of Royal Enfield users. This study aims to fill that gap by empirically examining the influence of product quality — measured across five dimensions: performance, reliability, durability, aesthetics, and after-sales service quality — on the overall customer satisfaction of Royal Enfield motorcycle users. A descriptive research design was adopted, with primary data collected from 320 Royal Enfield owners in the Coimbatore district of Tamil Nadu, India, using a structured questionnaire based on a five-point Likert scale. The sampling technique employed was purposive sampling. Data were analyzed using reliability analysis, descriptive statistics, correlation analysis, and Structural Equation Modelling (SEM) through AMOS 24. The findings reveal that all five product quality dimensions have a significant positive influence on customer satisfaction, with reliability (β = 0.71) and after-sales service quality (β = 0.68) emerging as the most influential predictors. Performance (β = 0.62), durability (β = 0.59), and aesthetics (β = 0.54) also contributed significantly. The study recommends that Royal Enfield should prioritize improvements in its authorized service network and spare parts availability to enhance customer delight and strengthen brand loyalty.

A Study On Financial Analysis Of Toyota Motor Corporation

Authors: Dr. S Shankarii, KS Sri Maanasva

Abstract: This study provides a comprehensive financial analysis of Toyota Motor Corporation (TMC) for the fiscal years 2021 through 2025. The research focuses on evaluating the company’s profitability, liquidity, and solvency during a period marked by global supply chain disruptions and an industry-wide shift toward electrification. The purpose of this study is to analyze the financial performance of Toyota Motor Corporation, one of the world’s largest automobile manufacturers. The study focuses on examining key financial indicators such as profitability, liquidity, solvency, and efficiency ratios using publicly available financial statements.Utilizing data from consolidated financial statements, the paper employs ratio analysis to interpret TMC's performance. Findings indicate that while Toyota achieved record-breaking sales revenue of approximately ¥48 trillion by early 2025, operating income experienced a moderate contraction to ¥4.8 trillion due to aggressive investments in "future-pillar" technologies, including battery electric vehicles (BEVs) and software platforms. Toyota Motor Corporation has established itself as a dominant player in the automotive sector with a strong reputation for quality, innovation, and sustainability. Conclusions suggest that Toyota maintains a resilient balance sheet with a debt-to-equity ratio stabilizing around 1.05–1.08, positioning the firm to navigate the competitive landscape of 2026 and beyond.

Predictive Analytics In Crisis Leadership

Authors: Mr. Rahuram . C, Vikram k

Abstract: Crisis leadership in the contemporary world requires rapid, accurate, and data-driven decision-making. Traditional crisis management approaches primarily relied on reactive strategies, historical experiences, and human judgment. However, the increasing complexity of global crises—ranging from pandemics and financial instability to cybersecurity threats and climate disasters—necessitates more proactive and predictive approaches. This paper explores the integration of predictive analytics into crisis leadership frameworks and evaluates its effectiveness in enhancing preparedness, response efficiency, and strategic foresight. The study examines analytical tools such as machine learning models, statistical forecasting, real-time data dashboards, and risk modeling systems that support leaders in anticipating potential disruptions before escalation. A conceptual model linking data inputs, predictive modeling, and leadership decision-making is proposed. Experimental data through simulated crisis scenarios demonstrate improved response time, better resource allocation, and reduced uncertainty when predictive analytics is applied. The findings reveal that predictive analytics strengthens situational awareness, minimizes cognitive bias, and enhances organizational resilience. Furthermore, ethical considerations, data governance, and technological limitations are discussed. The research concludes that predictive analytics is not a replacement for human judgment but a strategic augmentation tool that significantly enhances crisis leadership effectiveness.

Analysis On Factors Influencing Online Purchase Decisions

Authors: J.Siddharth, M.Kripalakshmi

Abstract: The rapid expansion of internet accessibility and smartphone usage has significantly transformed consumer purchasing patterns worldwide. Online shopping platforms have emerged as dominant retail channels due to their convenience, competitive pricing, wider product variety, digital payment integration, and doorstep delivery services. However, online purchase decisions are influenced by a combination of psychological, technological, economic, and social factors. This study aims to analyze the key determinants that influence consumer decision-making in online shopping environments. Primary data was collected through a structured questionnaire distributed to 150 respondents from different demographic backgrounds. Secondary data was gathered from peer-reviewed journals, e-commerce industry reports, and scholarly publications from 2021–2025. Statistical tools such as percentage analysis, mean score analysis, and correlation analysis were used to interpret the data. The study identified trust and security, product reviews and ratings, price perception, website usability, brand reputation, and social media influence as the most significant factors affecting purchase decisions. The findings reveal that trust-building mechanisms and authentic customer feedback strongly impact buying intentions. Furthermore, digital marketing strategies and personalized recommendations significantly enhance customer engagement and impulse purchases. The study concludes that e-commerce businesses must focus on enhancing digital trust, improving user experience, and adopting advanced analytics to sustain competitive advantage. This research contributes to understanding contemporary online consumer behavior and provides strategic insights for marketers and digital retailers.

Ensemble Learning Approaches For Brain Stroke Detection

Authors: Dr Y. Subba Reddy, K. Uday Kiran, B. Gayathri, B.P. Anuhya Royal, K. Prasad

Abstract: A brain stroke is a medical emergency that occurs when the blood supply to a part of the brain is disturbed or reduced, which causes the brain cells in that area to die. The process involves training a machine learning model on a large labelled dataset to recognize patterns and anomalies associated with strokes. The proposed model is an ensemble machine learning algorithm, which integrates predictions obtained from several individual classifiers like Random Forest, Decision tree, KNN (K-nearest neighbor), voting Classifier, Logistic regression, XG Boost (Extreme Gradient Boosting) to make a final prediction. Each classifier provides a probability estimate for each class, final prediction is based on weighted average of these probabilities. The weights assigned to each classifier can be based on their performance on a validation set or can be set uniformly. The proposed voting classifier improved accuracy and robustness of final prediction compared to a single classifier. The limitation of study classification of stroke type can lead to appropriate use of resources and help to reduce healthcare costs. The proposed model obtained an accuracy of 100%. In order to carry out the investigation, the stroke prediction dataset is collected from UCI machine learning repository. The proposed system analyzes medical datasets containing patient attributes such as age, blood pressure, glucose level, heart disease history, and imaging data. Feature preprocessing and data balancing techniques are applied to improve model performance. The ensemble models are evaluated using performance metrics including accuracy, precision, recall, and F1-score.

A Study Of Successful Small Businesses Using Social Media Marketing

Authors: Kripalakshmi M, Sakthi saran S

Abstract: Social media marketing has become one of the most influential tools for the expansion and sustainability of small businesses in the modern digital era. Unlike traditional marketing channels that demand heavy financial investment and provide limited audience interaction, social media platforms offer cost-effective, interactive, and measurable promotional opportunities. Small businesses increasingly rely on digital networks to build brand awareness, connect directly with customers, promote products and services, and compete with larger firms. This study investigates how successful small businesses use social media marketing to achieve growth in terms of visibility, customer engagement, sales performance, and brand loyalty. The study adopts a qualitative approach based on case analysis of thriving small enterprises that effectively implement social media strategies such as content marketing, video promotion, influencer collaboration, paid advertising, customer relationship management, and performance analytics. It further evaluates the factors that determine marketing success, including content quality, consistency, customer interaction, strategic planning, and data-driven decision-making. The study also explores key challenges faced by small businesses such as limited financial resources, lack of digital expertise, algorithm changes, content saturation, and rising online competition. Finally, the research provides practical recommendations and discusses emerging trends including artificial intelligence, short-form video dominance, social commerce integration, and personalized customer experiences. The findings confirm that social media marketing is a critical driver of small business development and a powerful tool for long-term sustainability in the competitive digital environment.

Awareness And Adoption Of Mutual Fund Investments Among Young Investors In Coimbatore: An Empirical Study On Knowledge Levels, Investment Behaviour, And Adoption Barriers

Authors: Abdul Iyaad.I, Dr. V. Suresh

Abstract: Over the past decade, mutual funds have become one of the most accessible investment vehicles for individual investors in India. With the introduction of digital investment platforms and systematic investment plans (SIPs), young investors are increasingly entering the financial market. However, despite this growing popularity, a significant gap still exists between awareness and actual adoption of mutual funds. This study examines the awareness and adoption of mutual fund investments among young investors in Coimbatore district. The research is based on survey data collected from 100 respondents between November 2024 and March 2025. Using a structured questionnaire and simple percentage analysis, the study evaluates awareness levels, information sources, investment behaviour, satisfaction levels, and barriers to mutual fund adoption. The results show that 35% of respondents are fully aware of mutual fund investments, while 40% are partially aware and 25% possess limited knowledge. Social media and financial advisors serve as the primary sources of information, accounting for nearly 45% of awareness generation. Return potential and professional fund management are the most influential factors motivating investment. However, several barriers still limit adoption. These include lack of financial knowledge, perceived market risk, and insufficient guidance from financial institutions. Despite these challenges, a large majority of respondents expressed willingness to invest in mutual funds in the future, indicating a strong opportunity for awareness campaigns and financial education initiatives.

An Analysis Of Street Vendors In Emerging Markets Closing Sales Via Chat Commerce

Authors: Dr. S. Shankarii, M. Devaraj

Abstract: The Online Bookstore is an innovative web-based platform that revolutionizes the book-shopping experience by providing an accessible, convenient, and secure digital solution. Traditional bookstores often pose challenges such as limited accessibility, manual inventory management, stock shortages, and the absence of online ordering and tracking systems. This project effectively addresses these limitations by enabling users to browse a vast collection of books, search for specific titles, add books to a shopping cart, and complete secure transactions seamlessly. The system offers key functionalities, including user authentication, an intuitive book categorization system, a streamlined checkout process, and real-time order tracking, ensuring a hassle-free purchasing experience. Additionally, an admin panel empowers store owners to efficiently manage book inventory, process orders, and oversee customer transactions, reducing manual errors and enhancing operational efficiency. The Online Bookstore is designed with a user-friendly interface, secure payment gateways, and real-time inventory updates, ensuring reliability and ease of use. The project aims to enhance customer satisfaction by eliminating the constraints of physical bookstores while promoting digital transformation in the book industry. Future enhancements, such as mobile applications, AI-powered book recommendations, and multi-vendor support, can further enhance the platform’s scalability and engagement. This comprehensive, technology-driven solution ensures a modern, efficient, and customer-centric approach to book purchasing.

A Study On The Operational Efficiency And Customer Loyalty In Discount Retailing: With Reference To DMart In Coimbatore

Authors: Dr.S.Shankarii, Dinesh M

Abstract: Discount retailing has emerged as one of the fastest-growing formats in India's organised retail sector, driven by the rising aspirations of middle-class consumers for quality products at affordable prices. DMart, operated by Avenue Supermarts Limited, has consistently positioned itself as a benchmark of operational excellence in the Indian retail landscape through its Every Day Low Price (EDLP) philosophy, ownership-based store model, and tightly integrated supply chain. Despite DMart's remarkable commercial performance, empirical research specifically examining the relationship between its operational efficiency practices and customer loyalty at the store level remains limited. This study investigates the influence of four operational efficiency dimensions — inventory management efficiency, cost management efficiency, store layout and service efficiency, and supply-chain efficiency — on customer loyalty among DMart shoppers in Coimbatore. A descriptive research design was employed, with primary data collected from 340 DMart customers using a structured questionnaire on a five-point Likert scale. Purposive sampling was adopted, and data were analysed using reliability analysis, correlation, multiple regression, and one-way ANOVA using IBM SPSS 26. Results indicate that all four operational efficiency dimensions positively and significantly influence customer loyalty. Price satisfaction (a key outcome of cost and supply-chain efficiency) emerged as the strongest predictor of loyalty (β = 0.69, p < 0.001), followed by in-stock availability (β = 0.61), checkout experience (β = 0.54), and store layout adequacy (β = 0.48). The study concludes that DMart's operational model creates a self-reinforcing loyalty loop, and recommends targeted improvements in queue management, digital integration, and private-label expansion to deepen customer commitment.

Analyzing The Role Of Sustainability Towards E-kart Platform

Authors: Dr. S. V. Harshini1, A. Mohammed Arsath

Abstract: Sustainability has become a critical factor in the development of modern e-commerce logistics platforms. The rapid growth of online shopping has increased demand for efficient delivery services, but it has also created environmental challenges such as increased carbon emissions, packaging waste, and transportation pollution. E-kart platforms, which represent the logistics backbone of many e-commerce companies, are now integrating sustainability practices to minimize environmental impact while maintaining operational efficiency. This study examines the role of sustainability in e-kart platforms and analyzes how sustainable logistics practices contribute to environmental protection, economic performance, and social responsibility. The research focuses on sustainable transportation methods, eco-friendly packaging, optimized delivery routes, and digital technologies used in modern e-commerce supply chains. The study also explores consumer awareness and perception regarding sustainable delivery systems. The findings indicate that sustainability initiatives such as electric delivery vehicles, recyclable packaging materials, and energy-efficient warehouse operations significantly reduce environmental impact. Additionally, sustainable practices enhance customer satisfaction and strengthen corporate reputation. However, challenges such as high initial investment, technological limitations, and infrastructure constraints still affect the large-scale implementation of sustainable logistics systems. The study concludes that sustainability plays a vital role in shaping the future of e-kart platforms and encourages companies to adopt innovative green logistics solutions for long-term growth and environmental sustainability. The rapid expansion of e-commerce has significantly transformed the global retail and logistics industry. With the increasing demand for online shopping, logistics platforms such as e-kart systems have become an essential component in ensuring efficient product delivery and supply chain management. However, the growth of e-commerce logistics has also led to several environmental challenges, including increased carbon emissions, excessive packaging waste, high energy consumption, and traffic congestion caused by frequent delivery operations. These challenges highlight the urgent need for integrating sustainability practices into logistics and supply chain activities.

A Study On Bharat Digital Payment System In Economy

Authors: Dr.V. Suresh, Abishak Muthu Kumar B

Abstract: India has witnessed a remarkable transformation in its financial landscape owing to the rapid proliferation of digital payment systems under the umbrella of the Bharat Digital Payment initiative. This study comprehensively examines the architecture, evolution, adoption patterns, and economic impact of digital payment platforms in India, with a specific focus on the Unified Payments Interface (UPI), Bharat Interface for Money (BHIM), Aadhaar-enabled Payment System (AePS), and the National Electronic Funds Transfer (NEFT) and Real-Time Gross Settlement (RTGS) mechanisms. The research employs a mixed-methods approach combining secondary data analysis and descriptive statistics to evaluate the growth trajectory of digital transactions from 2016 to 2024. Findings reveal that India processed over 13,000 crore digital transactions in FY 2023-24, reflecting an exponential growth compared to the pre-demonetization era. The study further investigates the socioeconomic implications of digital payment adoption, particularly regarding financial inclusion, reduction of black money, enhancement of tax compliance, and promotion of economic formalization. The role of government policies, including the Digital India Mission, Jan Dhan Yojana, and the National Payments Corporation of India (NPCI) initiatives, is critically analyzed. Despite the transformative progress, the study also identifies persistent challenges such as cybersecurity vulnerabilities, limited digital literacy in rural areas, inconsistent internet connectivity, and concerns regarding data privacy. The paper concludes by offering recommendations for policymakers, financial institutions, and technology service providers to strengthen the digital payment ecosystem and ensure its sustainable growth within the broader Indian economy.

Cultivating Authentic Startup Culture: The Critical Role Of Psychological Safety, Trust Architecture, And Value Alignment In Early-Stage Team Formation

Authors: Vallarasu. V, Mr. C.Rahuram

Abstract: Startup culture exists in a peculiar state: it must be simultaneously fragile enough to attract mission-driven founders and resilient enough to survive the doubling of headcount that accompanies early funding rounds. This paper investigates how founding teams can architect organizational cultures that remain cohesive and authentic through hypergrowth transitions. Two core mechanisms are examined. The first is psychological safety in resource-constrained environments—the question of how trust is built and sustained among teams that are simultaneously executing at high intensity while operating with incomplete information and organizational ambiguity. The second is value alignment at scale—how the implicit shared understandings that bind small founding teams can be made explicit, documented, and transmitted to newcomers without becoming rigid or performative. Drawing on Trust-Based Organization Theory, Organizational Identity Theory, Social Exchange Theory, and Transformational Leadership frameworks, this paper maps the psychological and structural mechanisms through which emerging startups either harden their founding cultures into brittle bureaucracies or successfully adapt them into scalable value systems. The study culminates in a five-component framework designed for practical implementation by founding teams and early-stage HR practitioners, tested against observed patterns in seed-stage through Series A companies

Impact of Social Media Influencer Marketing on the Brand Equity of Nykaa: An Empirical Study

Authors: Durga Prasanth K, Dr.S.Shankarii

Abstract: Social media influencer marketing has become a cornerstone of brand building in the digital-first retail landscape. This study examines the impact of influencer collaborations on the brand equity of Nykaa, India’s leading beauty and wellness retailer. Following an empirical research design, the study identifies how influencers act as opinion leaders to bridge the trust gap in online shopping by providing social proof and product efficacy. Primary data was collected through a structured questionnaire from 150 respondents, focusing on their engagement with beauty content across platforms like Instagram and YouTube. Statistical tools, including percentage and correlation analysis, were utilized to interpret the relationship between influencer credibility and consumer behaviour. The findings indicate that attributes such as honesty and perceived expertise significantly enhance Nykaa’s brand associations and perceived quality, directly influencing purchase intentions. Furthermore, promotional strategies like influencer-specific discount codes and haul videos play a vital role in fostering brand loyalty and repeat purchases. The study concludes that for Nykaa to maintain its competitive edge, it must continue to leverage diverse influencer tiers while integrating technological innovations to enhance the digital customer experience.

Role Of Microfinance In Empowerment Of Small-Scale Entrepreneurs

Authors: Mrs. M Kripa Lakshmi, Praveen kumar A

Abstract: Microfinance has emerged as a transformative financial instrument in fostering economic inclusion and entrepreneurial development among marginalized communities. This article investigates the multidimensional role of microfinance in empowering small-scale entrepreneurs, with particular emphasis on access to credit, capacity building, social capital formation, and sustainable livelihood creation. Drawing upon a comprehensive review of empirical studies, theoretical frameworks, and case analyses from developing and emerging economies, the article examines how microfinance institutions (MFIs) bridge the gap between formal financial systems and the underserved entrepreneurial segment. The findings indicate that microfinance not only provides financial capital but also serves as a catalyst for human capital development, gender empowerment, and community-level economic growth. The article further highlights existing challenges such as over-indebtedness, high interest rates, and institutional sustainability, while recommending a holistic model of integrated microfinance that combines credit provision with non-financial support services. The study contributes to the growing discourse on inclusive finance and offers actionable insights for policymakers, development practitioners, and financial institutions committed to advancing entrepreneurial ecosystems at the grassroots level.

Effectiveness Of Emotional Advertising In Brand Recall: A Study With Special Reference To Cadbury Dairy Milk

Authors: Venkatesh K, Mr.C. Rahuram

Abstract: Advertising has evolved from a mere transactional tool to a powerful emotional conduit that shapes consumer perceptions and behaviors. In the fast-moving consumer goods (FMCG) sector, emotional advertising has become a cornerstone strategy for building brand loyalty and enhancing brand recall. This study examines the effectiveness of emotional advertising in fostering brand recall, with a focused analysis on Cadbury Dairy Milk, one of India's most iconic chocolate brands. The research investigates how emotional cues embedded in advertisements — including nostalgia, joy, love, and familial warmth — influence the depth and durability of brand memory among consumers. A descriptive and analytical research design was adopted, employing a structured questionnaire administered to 150 respondents across urban demographics. The findings reveal that emotionally charged advertisements not only outperform rational or information-based advertisements in recall but also strengthen brand identity and consumer affinity over time. Cadbury's long-running campaigns such as 'Kuch Meetha Ho Jaaye' and 'Real Taste of Life' were found to have exceptionally high spontaneous recall rates, suggesting that consistent emotional messaging creates enduring mental imprints. The study further explores the mediating role of emotional intensity, repetition frequency, and storytelling quality in shaping recall outcomes. Managerial implications are discussed for advertising professionals and brand strategists aiming to leverage emotional intelligence in campaign design. The study contributes to the growing body of literature on affective advertising and consumer neuroscience, offering actionable insights for achieving sustainable competitive advantage through emotional brand equity.

E-Commerce Penetration and Its Transformative Impact On Kirana Stores in India: A Secondary Data Analysis (2021-2026)

Authors: Dr. Shankarii.S, Kushi RK

Abstract: Over the past decade, India has witnessed an extraordinary rise in e-commerce activity, fundamentally altering the structure and dynamics of its retail ecosystem. This transformation has directly influenced consumer buying patterns, supply chain systems, pricing strategies, and competitive behavior across retail formats. Kirana stores, which constitute the backbone of India’s traditional retail economy, have been particularly affected by this shift. Rather than experiencing outright displacement, these small neighborhood retailers are undergoing structural, technological, and operational evolution. This study undertakes a comprehensive secondary data analysis using government publications, industry reports, company disclosures, and scholarly literature published between 2020 and 2025. It investigates how e-commerce penetration has reshaped pricing mechanisms, inventory management practices, digital payment adoption, customer retention approaches, and collaborative models between organized e-commerce firms and local retailers. The findings reveal that kirana stores are increasingly transitioning into hybrid retail models. They are adopting digital payment systems, integrating with online marketplaces, and participating in hyperlocal delivery networks. Government initiatives such as Digital India and the expansion of the Unified Payments Interface (UPI) have played a catalytic role in accelerating digital inclusion among small retailers. Despite facing challenges such as margin compression, limited technological literacy, and infrastructural constraints, kirana stores demonstrate strong adaptive capacity. The study concludes that e-commerce penetration in India is not purely disruptive; rather, it is transformative, fostering a collaborative and digitally integrated retail ecosystem. Long-term sustainability will depend on policy support, digital skill development, and strategic partnerships.

Customer Satisfaction Towards Quick Service Restaurants – A Study On KFC

Authors: Dr. S. Shankari, Gowtham.K

Abstract: The Quick Service Restaurant (QSR) industry has experienced exponential growth in India over the past decade, driven by urbanisation, rising disposable incomes, changing food preferences, and the proliferation of food delivery platforms. Among QSR brands operating in India, KFC (Kentucky Fried Chicken) has established itself as a dominant player with a strong brand presence, standardised menu offerings, and a loyal consumer base. Customer satisfaction is a critical metric for QSR brands as it directly correlates with repeat purchase behaviour, positive word-of-mouth, and long-term brand equity. This study examines customer satisfaction towards KFC with specific focus on the dimensions of food quality, service speed, pricing and value for money, restaurant ambience, staff behaviour, and digital ordering convenience. A descriptive research design was employed using a structured questionnaire administered to 150 respondents across urban areas. Statistical tools including percentage analysis, weighted average scoring, and chi-square tests were applied to analyse the data. Findings indicate that food quality and service speed are the two most significant determinants of customer satisfaction at KFC, while ambience and pricing emerged as moderately influential factors. The study identifies notable satisfaction gaps in the areas of waiting time during peak hours and customisation options. The results provide actionable insights for QSR managers and marketing strategists aiming to enhance service delivery, optimise customer experience, and build sustained brand loyalty in the highly competitive Indian fast food market.

The Impact of Digital Marketing on Consumer Buying Behavior: An Empirical Study in Coimbatore

Authors: Abhinav V Hari, Dr.Suresh v

Abstract: Pick up any phone in Coimbatore and scroll for thirty seconds. You will run into a sponsored post, a discount notification, a product review, or an influencer talking about something they want you to buy. That is not an accident. It is an industry spending billions of rupees to be exactly where your attention is. But the more interesting question is not how much money brands are spending on digital marketing. The question is whether it actually changes what people buy — and if so, how. To find out, we surveyed 120 consumers across Coimbatore district between December 2024 and April 2025. We asked them which digital channels they use, which ones actually pushed them toward a purchase, and at what point in their decision-making process that push happened. Simple percentage analysis kept the numbers readable and the takeaways clear. The picture that came back is more interesting than a simple 'yes, digital marketing works.' Social media advertising leads as the top purchase trigger at 34%, but online customer reviews are right behind at 28% — and reviews are not something brands can buy or fully control. WhatsApp and email promotions account for 18%, search engine results for 12%, and influencer endorsements for 8%. Among respondents under 30, 62% said a strong online review had directly changed their mind about a purchase in the past six months. That is a big number. It means review management is not a support-desk activity — it is a marketing priority. At the same time, only 44% of respondents said digital marketing makes them more impulsive buyers. Most people in this sample are using digital content deliberately, to research and compare rather than to be swept into purchases they had not planned. That is worth taking seriously before you build a campaign strategy around urgency and FOMO. None of these findings are complicated, but they have real practical implications for anyone running a business or a marketing function in Coimbatore. The brands that will pull ahead in this environment are not necessarily the ones spending the most online — they are the ones that understand which digital channel actually moves their specific customer from curiosity to purchase.

The Management Of Gig Economy Workers In Digital Platforms

Authors: B. Kamalesh, Dr.S.Shankarii

Abstract: Step outside a busy restaurant in Chennai or Pune during the dinner rush, and you'll likely see a cluster of delivery riders waiting on motorbikes, helmets off, checking their phones. Each rider's next job, their expected earnings for the hour, their current performance standing, and their chances of getting orders tomorrow are all being calculated, updated, and acted on in real time by software they can't inspect and rules they were never shown. That everyday scene captures something genuinely important about how work is organised in twenty-first-century urban India — and about the management questions it raises. This article offers a clear, structured account of how digital platform companies manage their gig workforces, with particular attention to India. Rather than revisiting the familiar debate about whether gig workers should be reclassified as employees, it looks at the management relationship itself — what platforms actually do to direct, measure, motivate, and discipline workers who are legally contractors, not employees. Three questions drive the analysis: What tools do platforms use to manage workers they don't technically employ? How do workers experience and respond to these systems? And what do those answers mean for companies, regulators, and the millions of Indian households whose financial stability depends on gig platforms? The argument runs through a review of contemporary scholarship, regulatory documents, and platform operational evidence, organised around four theoretical frameworks that together explain the mechanics, the logic, and the consequences of algorithmic management. The central claim is straightforward: the gig economy hasn't abolished management — it has moved it from human supervisors into software, with significant consequences for worker rights, welfare, and voice that India's regulatory frameworks are only beginning to confront.

The Impact Of Artificial Intelligence On Business Decision-Making

Authors: Naraeen Raam M, Mrs. M. Kripalakshmi

Abstract: The integration of Artificial Intelligence (AI) into modern business ecosystems has fundamentally transformed the way organizations approach decision-making. No longer limited to routine automation, AI now enables businesses to interpret large datasets, predict market behaviours, and formulate strategies with unprecedented precision. This article examines how AI is reshaping decision-making across key business functions including finance, human resources, marketing, supply chain, and customer relationship management. It also analyses the opportunities this technological revolution presents for aspiring business professionals, while highlighting critical ethical, organisational, and implementation challenges. Drawing upon relevant theoretical frameworks and real-world contexts, the article concludes that sustainable competitive advantage in the contemporary marketplace demands not merely the adoption of AI, but the cultivation of AI literacy among future business leaders.

Shoppertainment and Live Commerce

Authors: Dr. S. Shankarii, R. Kavi shree

Abstract: The rapid development of digital technologies has transformed traditional retail into highly interactive and immersive environments. Among the most significant innovations in modern e-commerce is shoppertainment, which integrates entertainment, social interaction, and purchasing opportunities into a unified consumer experience. Live commerce, a major component of shoppertainment, enables real-time product demonstrations, influencer interaction, and immediate purchasing decisions. This study examines how shoppertainment influences consumer behavior by combining entertainment elements with marketing strategies. Drawing on established consumer behavior theories, including the Stimulus–Organism–Response (S–O–R) model, Flow Theory, and Social Presence Theory, this research explains the psychological and emotional mechanisms that drive engagement and impulse buying. The study also discusses the managerial implications and ethical considerations associated with shoppertainment practices. This research provides a comprehensive conceptual understanding of shoppertainment as an emerging retail strategy shaping the future of digital commerce.

Analysing Role Of Emotional Branding In FMCG Products (pet Food)

Authors: C.Rahuram, Swathi.P

Abstract: The Fast-Moving Consumer Goods (FMCG) industry increasingly relies on emotional branding to differentiate products in highly competitive markets. In the pet food sector, purchase decisions are deeply influenced by emotional attachment between pet owners and their pets. This study analyzes how emotional branding strategies influence brand loyalty, trust, perceived quality, and repeat purchase behavior in FMCG pet food products. Drawing upon Emotional Branding Theory, Attachment Theory, Brand Equity Model, and the Stimulus–Organism–Response framework, this study explains how storytelling, anthropomorphism, packaging design, social media engagement, and cause-related marketing create emotional bonds with consumers. The findings suggest that emotional branding enhances brand recall, reduces price sensitivity, strengthens customer retention, and increases willingness to pay premium prices. However, ethical considerations regarding emotional manipulation and misleading health claims must be addressed.

Consumer Satisfaction Towards Flipkart /Amazon Services

Authors: M Kripalakshmi, Santhosh J

Abstract: The rapid expansion of electronic commerce has significantly transformed consumer purchasing behavior in India. Online platforms such as Flipkart and Amazon have become dominant players by offering convenience, a wide range of products, and competitive pricing. This study aims to examine the level of consumer satisfaction towards these platforms by focusing on key factors such as product quality, delivery performance, pricing strategies, customer service, and return policies. The research is based on primary data collected from 10 respondents through a structured questionnaire, supported by secondary sources. The findings reveal that while customers are highly satisfied with convenience and discount offers, challenges such as delayed delivery and product mismatch still influence overall satisfaction. The study concludes that maintaining service quality, improving logistics efficiency, and ensuring transparency are essential for enhancing customer experience and sustaining long-term loyalty in the competitive e-commerce market.

Smart Assess: Intelligent Online Assessment with AI-Based Integrity Monitoring

Authors: Dr.k. Brindha, Nishad Mohammed N

Abstract: The rapid growth of online education has created a need for reliable and secure assessment systems. Traditional online examinations lack proper monitoring, leading to increased academic dishonesty. This paper introduces Smart Assess, an intelligent online assessment system that integrates artificial intelligence for monitoring and evaluation. The system uses behavioural analysis techniques such as keystroke dynamics, facial tracking, and interaction patterns to ensure authenticity. Additionally, a predictive integrity model is proposed to detect potential cheating behaviours in real time. The system improves fairness, scalability, and efficiency in online assessments. Experimental results indicate that AI-based monitoring significantly enhances integrity compared to traditional systems [1][2].

Explainable Artificial Intelligence In Healthcare: Methods, Applications, Challenges, And Future Directions

Authors: Mrs. A. Sangeetha Priya, K. Dinesh Kumar

Abstract: Artificial Intelligence (AI) has redefined the landscape of the healthcare sector by offering accurate diagnosis, analysis, and treatment of various diseases, amongst other benefits. Notably, most advanced AI systems are viewed as ‘black boxes,’ owing to the lack of transparency of decision-making processes, making it difficult for medical and healthcare experts to put their trust in AI. Explainability of Artificial Intelligence (XAI) seeks to remedy this challenge facing the medical and healthcare sector by offering insights into the decision-making of AI systems. In the paper, the author offers a comprehensive review of various Explainability of Artificial Intelligence systems in the medical and healthcare sector, amongst key disciplines like radiology, oncology, cardiology, and telemedicine, amongst various AI systems. According to the review, Explainability of Artificial Intelligence systems are of critical importance in the medical and healthcare sector, considering the evaluation of AI systems, for instance, in medical environments, where accuracy and explanations of AI decision-making processes are paramount for the sector.

A Integrated Deep Learning Approach Using Resnet And Efficientnet-B0 With Optimized Data Sampling For Non- Invasive Eeg-Based Epileptic Seizure Detection

Authors: Sankaran D, Rohinth E, Rohith Sarugash M

Abstract: Epileptic seizure detection is an important task in healthcare monitoring systems. Epileptic seizures occur due to abnormal electrical activity in the brain and may vary in severity, duration, and type. Accurate and early detection of seizures using electroencephalogram (EEG) signals can help doctors provide timely treatment and improve patient safety. In recent years, artificial intelligence and deep learning techniques have been widely used to automate seizure detection. This study proposes a deep learning-based framework for epileptic seizure detection using ResNet and EfficientNet-B0 architectures. The proposed model analyzes EEG signals to automatically learn complex patterns associated with seizure activity. ResNet helps extract deep hierarchical features from EEG data through residual learning, enabling efficient training of deeper networks. EfficientNet-B0 further improves feature extraction and classification performance by using a balanced scaling approach for network depth, width, and resolution. The combination of these architectures enhances the model’s ability to accurately classify seizure and non-seizure EEG signals. Experimental results demonstrate that the proposed approach provides reliable and efficient seizure detection, making it suitable for real-time medical monitoring and clinical decision support systems

DOI:

EMG Based Nerve Weakness Detection System

Authors: Nivedha.A. K, Jeyanthi.S, Abitha. A, Keerthika.S, Lavanya.J

Abstract: The nerve weakness detection system is a portable system for detecting nerve and muscle weakness using an EMG sensor, Bluetooth moduleHC-05 , Mobile/System application and ESP32. Conditions such as Peripheral Neuropathy can be identified by analyzing muscle activity signals. The person with peripheral Neuropathy suffers by hand and leg pain and numbness due to the weakness. The EMG sensor captures a raw analog bioelectrical signals from muscles, which are converted into digital form using the ESP32’s built-in signal conversion module(ADC). These signals are processed to evaluate muscle strength and detect abnormalities. The processed data is transmitted to a mobile application via Bluetooth or Wi- Fi, where a weakness index is calculated and displayed in real time using a Mobile/System application. Based on predefined ranges, the system classifies the severity of weakness. This low-cost and user-friendly solution enables early detection, continuous monitoring, and supports rehabilitation, especially in remote healthcare settings.

An Outcome-Based Learning Analysis of an Integrated Artificial Intelligence and Robotics Curriculum Framework for School Education in the Indian Context

Authors: Ankur Kumar, Parveen Kumar

Abstract: Artificial Intelligence (AI) and Robotics are increasingly becoming essential components of modern school education. However, in many educational institutions, these subjects are taught independently, which limits students’ ability to understand intelligent systems holistically. This study presents the design, implementation, and outcome-based evaluation of an integrated Artificial Intelligence and Robotics curriculum framework developed specifically for school education in the Indian context. The framework was structured using Outcome-Based Learning (OBL) principles to ensure measurable learning outcomes across cognitive, psychomotor, and affective domains. The implementation involved hands-on activities integrating AI concepts such as classification, data processing, and decision-making with robotics platforms using sensors and microcontrollers. The effectiveness of the framework was evaluated based on student engagement, conceptual understanding, and practical skill development. The results demonstrate that the integrated approach significantly enhances student learning outcomes compared to traditional isolated teaching methods. The study highlights the importance of curriculum integration and outcome-based design for effective AI and Robotics education at the school level.

Subject-Aware Generative Educational Agent

Authors: Mrs. Jayavani R/ME, Bandi Sathwika, Ganapathi Rithika, Nidhi Tiwari S, Yukesh S

Abstract: Personalised learning systems are becoming essential in modern education due to the increasing demand for adaptive and context-aware knowledge delivery. However, most traditional learning platforms lack subject-level isolation and fail to effec-tively utilize user-provided study materials. To address these limitations, this paper proposes SAGE.AI (Subject-Aware Gen-erative Educational Agent), an intelligent system that integrates Retrieval-Augmented Generation (RAG) with Large Language Models (LLaMA), guided through structured prompt engineer-ing, to deliver subject- specific and context-aware responses. The system allows users to dynamically create subjects, upload PDF-based learning resources, and interact through a dual-interface design consisting of a PDF analysis panel and a chat interface. The RAG pipeline extracts and processes relevant content from uploaded documents, while carefully designed prompts ensure that the LLM generates responses strictly constrained to the selected subject. This approach enforces subject isolation and prevents cross-domain response leakage. By combining document understanding, retrieval-based context injection, and controlled generative responses, the proposed system enhances learning efficiency and personalisation. SAGE.AI can be deployed as a scalable web-based educational assistant for students, profession-als, and self-learners.

DOI: https://doi.org/10.5281/zenodo.19663468

Least Significant Bit (LSB)-Based Image And Audio Steganography For Covert Communication

Authors: Praveen, Nandika M, Jaraline Kirubavathy K

Abstract: The word "steganography" is derived from the Greek words steganos (covered) and graphein (to write), and it refers to the art of concealing the very existence of a secret message within another, seemingly innocuous message or object. Unlike cryptography, which scrambles data so its meaning is obscured, steganography secures data by obscuring its existence. Media files such as images and audio are ideal for steganographic transmission due to their often large size and inherent redundancy, which allows for subtle, imperceptible modifications. This report focuses on digital image steganography and audio steganography, detailing the core principle of using the Least Significant Bit (LSB) method to embed secret data, a technique widely used for its simplicity. The objective is to provide an overview of these techniques, their working principles, and their significance in covert communication. The report also acknowledges that steganography, while having legitimate uses, can also be employed for malicious purposes, necessitating continuous research in steganalysis.

DOI: https://doi.org/10.5281/zenodo.19729169

LIP AND SIGN ASSISTANT (LISP) USING HYBRID ARCHITECTURE

Authors: Rohith.G, Praveen R, Sandhya R, Jaraline

Abstract: This project, titled LISA (Lip and Sign Assistant), presents a novel, full-stack solution for the real-time, speaker-independent translation of lip movements and hand gestures into text and audio. The system utilizes a webcam-based hardware setup for video acquisition, offering a controlled environment for data capture. The system implements a robust six-stage methodology, starting with Digital Signal Processing (DSP) for efficient video signal conditioning and feature engineering. Raw video is subjected to 2D Gaussian filtering and YCbCr normalization before extracting crucial spatial and temporal features, including the Mouth Aspect Ratio (MAR) and Hu Moments. These optimized features form a low-dimensional input for the Machine Learning Classification stage, utilizing a Convolutional Neural Network (CNN) for sequence recognition. The output is integrated into a complete Application Layer consisting of a Mobile App for real-time text/audio feedback and a secure Web Portal for medical record management and progress tracking (User ID access). Tested on a 20-sign vocabulary, the system achieved an overall CNN classification accuracy of 92.3%, demonstrating the computational efficiency of the hybrid DSP-ML architecture. This work validates a scalable, accessible solution for bridging communication gaps for the deaf and mute community.

DOI: https://doi.org/10.5281/zenodo.19729396

Smart Health And Fitness Tracker: A MERNBased Platform For Preventive Healthcare And Lifestyle Disease Management

Authors: Prof.Pushpa T, Dheeraj P Aradhya, K Prajwal, Pramod Hegde, Kiran MR

Abstract: The global surge in non-communicable diseases (NCDs) necessitates a transition from episodic clinical care to continuous, data-driven personal health management. This paper details the development of the Smart Health and Fitness Tracker (SHFT), a scalable ecosystem built on the MERN stack. Unlike localized tracking applications, SHFT employs a centralized NoSQL architecture to provide longitudinal health data analysis. The system integrates real-time telemetry tracking—including caloric balance, hydration, and sleep hygiene—with automated BMI and BMR computation. By utilizing a React-based interactive dashboard and Node.js middleware, the platform achieves high data integrity and low-latency feedback. Experimental results demonstrate that the system enhances user engagement and supports informed decision-making for long-term wellness.

DOI: https://doi.org/10.5281/zenodo.19733766

Student Information System

Authors: Prof.P. Kavya, I.Dinesh, N.Dharaneesh, B. Jeevanraj

Abstract: The Student Information System (SIS) is a web-based software solution designed to streamline the management of student-related data in educational institutions. Traditional manual record-keeping methods are time-consuming, error-prone, and limit real-time access to information for administrators, teachers, and students. To address these challenges, the proposed SIS integrates multiple modules including student registration, attendance management, marks and result processing, report generation, and role-based secure access through an admin panel. The system is implemented using Java for its robust object-oriented capabilities and MySQL for efficient data storage and retrieval. A user-friendly graphical interface ensures that non-technical staff can interact with the system easily. The SIS automates data entry, reduces errors, accelerates administrative tasks, and provides accurate and timely reports, enhancing operational efficiency and transparency. Key advantages of the system include improved accuracy, security, scalability, and maintainability, making it suitable for institutions of varying sizes. The platform also supports future enhancements such as mobile access, integration with learning management systems, and cloud-based deployment. By providing real-time access to academic and administrative information, the Student Information System facilitates effective decision-making, improves communication between students, faculty, and administrators, and contributes to better academic outcomes.

DOI: https://doi.org/10.5281/zenodo.19762534

Decentralized Voting Using Face Recognition And Blockchain

Authors: Sneha Baby K X, Ms. Sherine Sebastian

Abstract: Electronic voting systems have gained significant importance in modern democratic processes; however, ensuring security, transparency, and voter authenticity remains a major challenge. This paper proposes a secure and decentralized e-voting system that integrates face recognition technology with blockchain. The face recognition module is used for biometric authentication, ensuring that only legitimate users can participate in the voting process. The blockchain technology is utilized to store votes in a tamper-proof and immutable manner using smart contracts. The system follows a structured workflow consisting of user registration, authentication, vote casting, and blockchain-based storage. Each vote is recorded as a transaction in the blockchain, ensuring transparency and eliminating the risk of data manipu-lation. The integration of MetaMask and Ganache enables secure transaction handling and efficient testing of the system. The proposed approach enhances the reliability and trustwor-thiness of the voting system by preventing unauthorized access, duplicate voting, and vote tampering. The system provides a scalable and secure solution for modern electronic voting appli-cations and demonstrates the potential of combining biometric authentication with decentralized technologies.

DOI: https://doi.org/10.5281/zenodo.19854211

Agentic AI And Foundation Model Systems: Architectures, Multimodal Intelligence, And Latency Optimization

Authors: Atharva Pisal, Soham Pawar, Revan Chenna, Swaraj Dalvi

Abstract: Agentic AI represents a paradigm shift in which intelligent systems autonomously reason, plan, and act within dynamic environments to achieve complex goals with minimal human intervention. This paper presents a comprehensive study of agentic AI architectures integrating large-scale foundation models and multimodal Visual Language Models (VLMs). Key architectural components including the LLM reasoning core, memory modules, planning engines, tool interaction layers, and multi-agent orchestration mechanisms are analyzed in depth. Latency challenges arising from model inference, framework processing, communication overhead, and system inefficiencies are systematically examined, and optimization strategies including model compression, speculative decoding, KV-cache management, and edge deployment are evaluated. Applications spanning indus-trial automation, healthcare, energy systems, smart infrastructure, and financial services demonstrate significant performance im-provements. Open challenges relating to computational complexity, hallucination, interpretability, privacy, and ethical alignment are discussed, followed by future research directions toward efficient, trustworthy, and scalable agentic AI systems.

DOI: https://doi.org/10.5281/zenodo.19878647

Self-Aware Safety Middleware

Authors: Pathagunta Muniraji, M.Sowmiya, Surathi Teja, Tana Suman

Abstract: Large Language Models (LLMs) have significantly advanced human–computer interaction by enabling natural lan-guage communication across diverse applications. However, these systems lack runtime control mechanisms, resulting in unsafe outputs, hallucinated responses, and unpredictable behaviour. This paper proposes a Self-Aware AI Middleware, an external control layer that regulates interaction between users and LLMs without modifying the model architecture. The proposed system intercepts user queries, performs intent analysis using Natural Language Processing techniques, applies policy-based decision-making, and validates generated responses before delivery. A dual-layer awareness mechanism is introduced to monitor both input queries and output responses. The architecture consists of modular components including input interception, prompt analysis, policy enforcement, LLM in-teraction, response evaluation, and self-reflection. This structured pipeline ensures safe, reliable, and controlled AI interaction. Experimental observations demonstrate reduced unsafe outputs, improved response consistency, and enhanced user trust. The system is scalable, model-agnostic, and suitable for deployment across multiple domains such as education, healthcare, and intelligent assistants.

DOI: https://doi.org/10.5281/zenodo.19970672

On-Road Wireless EV Charging System Using IoT

Authors: Dr.M.Ramesh Kumar, Jayaraman C, Killivalavan V, Abishek S

Abstract: This paper presents the design and experimental validation of an On-Road Wireless EV Charging System integrated with Internet of Things (IoT) monitoring. The system embeds resonant inductive transmitter coils beneath road surfaces at high-dwell locations such as traffic intersections and toll plazas, enabling contactless energy transfer without mandatory vehicle downtime. An ESP32-based edge controller manages closed-loop power regulation and RFID-based vehicle authentication, while a Firebase cloud backend and Flask web dashboard deliver real-time telemetry, session management, and automated billing. Experimental results confirm a DC-to-DC transfer efficiency of 83.2% at a 10 mm air gap and energy metering accuracy within ±1.4% of reference instruments. The system successfully passed all functional test cases including cloud synchronization, fault detection, and session deduplication, demonstrating a viable path toward eliminating range anxiety in urban EV ecosystems.

DOI: https://doi.org/10.5281/zenodo.19975326

Smart Flood Water Evacuation System In Urban Areas

Authors: Abinaya S, Jayasoorya S, Lathika K, Dr. B. Veerasamy, Dr. G. Gandhimathi

Abstract: Urban flooding has become a recurring and critical challenge due to rapid urbanization, inadequate drainage infrastructure, and unpredictable climate conditions. This paper presents an enhanced Smart Flood Water Evacuation System based on an ESP32 (NodeMCU-32) IoT platform integrated with analog float sensors and a three-tank sequential water routing mechanism. The proposed system continuously monitors water levels in three independent storage tanks using calibrated analog sensors with a 15-sample averaging filter for noise-free readings. An automatic relay-based pump control activates or deactivates each motor based on predefined threshold levels (safe: 30%, warning: 60%, critical: forced ON). Floodwater is intelligently routed through Tank 1, Tank 2, and Tank 3 sequentially before being diverted to the outlet, enabling water conservation and reuse. Real-time sensor data and system status are published to a HiveMQ cloud-based MQTT broker over a secure TLS connection, enabling remote monitoring and manual override via any MQTT-compatible dashboard. An integrated battery management module automatically controls the charging relay based on voltage thresholds, ensuring sustainable solar-powered operation. Experimental results demonstrate high detection accuracy, sub-second MQTT latency, and reliable autonomous operation. The proposed system is low-cost, scalable, and practically deployable in urban flood-prone areas.

DOI: https://doi.org/10.5281/zenodo.20024460