International Journal of Innovation Studies
The International Journal of Innovation Studies (IJIS) is a peer-reviewed academic journal that focuses on enhancing the comprehension and application of innovation across multiple fields and disciplines. It provides a forum for researchers, scholars, practitioners, and policymakers to discuss groundbreaking research, theories, methodologies, and practical insights related to innovation. In addition to publishing high-quality research articles, IJIS also seeks to foster interdisciplinary collaboration and dialogue. By bringing together diverse perspectives and expertise, the journal aims to drive forward the frontiers of innovation studies, offering valuable contributions to both theoretical and practical advancements in the field.
EMERGING ROLE OF NEW MEDIA TECHNOLOGY IN TEACHING AND LEARNING: A LITERATURE REVIEW
New media technologies (NMTs) have profoundly impacted higher education, and have changed teaching and learning methodologies. The advantages and difficulties of NMTs in the context of education are examined in this article. The article looks at the benefits of NMTs, such as better communication, more interactivity, and easier access to information. It also covers the difficulties instructors and students have in making effective use of this technology. These difficulties include technological constraints, differences in individual learning preferences, cultural variables, and course design issues. Higher education is fast changing as a result of new media, which is becoming more and more important in how teachers and students connect and engage with the curriculum. This study examines how instructors are currently using new media, taking into account topic matter, demography, and prior teaching experience. The article highlights the complex relationship between social media and higher education. While it offers significant opportunities for enhancing teaching and learning, it also presents challenges that require careful consideration and strategic planning. By understanding the implications, higher education institutions can effectively harness the potential of social media while mitigating its risks.
New Media Technologies, Higher Education, E-Learning, Learning Styles, Educational Technology, communication, interactivity, anytime-anywhere learning, developing countries, Mass Communication
Social justice in Australia and Oceania have evolved through complex historical processes. It is shaped by Indigenous governance practices, European colonisation and struggles for equality, recognition and self-determination, the latter continue to contribute to today's disputes of Indigenous rights, welfare policy, environmental justice and regional development. Australia’s and Oceania’s Indigenous societies were diverse and maintained a range of systems of governance, law and social organisation prior to European colonisation in Australia.
CRYPTOCURRENCY INTEGRATION IN CORPORATE TREASURY ANAGEMENT: OPPORTUNITIES AND RISKS
This research paper examines the integration of cryptocurrency assets into corporate treasury management practices, analyzing both the strategic opportunities and inherent risks. As digital assets mature and gain institutional acceptance, an increasing number of corporations are considering or implementing cryptocurrency allocation strategies. This paper provides a comprehensive analysis of the current landscape, regulatory environment, operational frameworks, and risk management strategies necessary for successful cryptocurrency integration. Through case study analysis and empirical data, we demonstrate that while cryptocurrency integration presents significant opportunities for portfolio diversification and potential returns, it requires sophisticated risk management frameworks, robust governance structures, and careful consideration of regulatory compliance.
Cryptocurrency integration, Corporate treasury management, Digital assets, Risk management, Regulatory compliance
Dr.S.Dhanalakshmi, K. Anitha , Sudheer Aloori, Dr. Diganta Kumar Das, Mrs.Amesha A.R.S, Dr. D. Paul Dhinakaran
CUSTOMER PERCEPTION TOWARDS MOBILE WALLET SERVICES IN KARUR DISTRICT
The rapid proliferation of smartphones and digital payment infrastructure in India has transformed the financial transaction landscape. Mobile wallet services such as Google Pay, PhonePe, Paytm, and Amazon Pay have emerged as dominant cashless payment instruments, particularly in semi-urban and rural markets. This study investigates the perception of customers in Karur District, Tamil Nadu, towards mobile wallet services with respect to convenience, security, trust, and overall satisfaction. A structured questionnaire was administered to a sample of 384 respondents selected through stratified random sampling. Data were analysed using percentage analysis, weighted average scoring, chi-square tests, and Likert-scale analysis. The findings reveal that ease of use, cashback incentives, and speed of transactions are the primary drivers of adoption, while poor internet connectivity, transaction failures, and security concerns remain key barriers. The study offers valuable insights for service providers, policymakers, and fintech stakeholders aiming to improve mobile wallet adoption in semi-urban India.
Mobile Wallet, Digital Payment, Customer Perception, Karur District, Fintech, Cashless Economy, TAM
EFFECT OF PROJECT PLANNING ON PROJECT PERFORMANCE: A CASE OF COOKSTOVE PROJECT IN RULINDO DISTRICT, RWANDA
The general objective of this research is to find out the effect of project planning on the performance of the Cookstove Project in Rulindo District. For this study, the researcher employed both descriptive and correlational research designs. Descriptive survey research was utilized to gather information on various issues, while the correlational research design focused on exploring the relationships between the variables under study. The researcher relied on document analysis, questionnaires, and interviews in collecting data. Descriptive and inferential statistics were used to analyze data. The findings show an R value of 0.823, indicating a strong positive correlation between predictors (Monitoring and evaluation planning, resource planning, risk planning, and financial planning) and project performance in the Cookstove Project in Rulindo District. The R² value of 0.677 means that approximately 67.7% of the variance in project performance can be explained by financial planning, resource planning, risk planning, and monitoring and evaluation planning. The unstandardized coefficient for financial planning is 0.246, indicating that a one-unit increase in financial planning results in a 0.246-unit increase in project performance (β = 0.246, t = 2.558, p = 0.012). The unstandardized coefficient for resource planning is 0.248, indicating that a one-unit increase in resource planning leads to a 0.248-unit increase in project performance (β = 0.248, t = 2.982, p = 0.003). The unstandardized coefficient for risk planning is 0.151, revealing that a one-unit increase in risk planning results in a 0.151-unit increase in project performance (β = 0.151, t = 2.172, p = 0.032). Lastly, the unstandardized coefficient for M&E planning is 0.264, indicating that a one-unit increase in M&E planning correlates with a 0.264-unit increase in project performance (β = 0.264, t = 4.467, p = 0.000). The study recommended that project managers, coordinators, and field staff prioritize effective financial, resource, risk, and monitoring planning to ensure the successful implementation of the cookstove project in Rulindo District.
Project Planning, Resource Planning, Risk Planning, Financial Planning, Monitoring and Evaluation Planning, Performance of the Cookstove Project
Dushimimana Marcel, Dushimimana Jean de Dieu
BEYOND STRUCTURE: MIRROR IMAGE THEORY AS METAPHOR FOR HEALING IN AMY TAN’S THE BONESETTER’S DAUGHTER
Through the lens of mirror image theory, this article reads Amy Tan’s The Bonesetter’s Daughter (2001) to consider how reflection is conceived as a metaphor for healing in intergenerational trauma and diasporic identity. Tan employs mirror figuratively, not just as a structural device, but as transfigurative tool for the narrative building, character and symbolic development. In examining the divided text, concurrent but independent mother-daughter narratives, and repeated motifs of bones, ghosts and translation within it, this essay argues that healing is realized through the term mirror recognition—the imaginative awareness of an ancestral trauma which crosses cultural and generational barriers. Through such a perspective, Tan’s novel demonstrates that the process of reflection helps to bring together past and present, East and West, so that cultural unity comes into being.
Amy Tan; Mirror Image Theory; Mother–Daughter Relationship; Chinese American Literature; Cultural Reflection
AI-POWERED RECRUITMENT: BALANCING EFFICIENCY WITH BIAS PREVENTION
Artificial Intelligence has rapidly transformed recruitment practices, promising unprecedented efficiency in candidate sourcing, screening, and selection. However, the deployment of AI systems in hiring has raised critical concerns about algorithmic bias, fairness, and the potential perpetuation of historical discrimination. This research examines the current state of AI-powered recruitment, analyzing both its efficiency gains and bias risks through empirical data, case studies, and comparative analysis. The findings reveal that while AI can significantly reduce time-to-hire and improve candidate quality when properly implemented, organizations must adopt rigorous bias detection and mitigation strategies to ensure equitable hiring outcomes. This paper provides evidence-based recommendations for HR professionals seeking to leverage AI's benefits while maintaining ethical recruitment standards.
Artificial Intelligence; Recruitment; Algorithmic bias; HR technology; Talent acquisition; Machine learning; Hiring automation; Diversity and inclusion; Predictive analytics; Ethical AI
Dr.B.Bhavya, Priyadharshini . P, Aluri Persis Rebeccah, Dr Linda Mary Simon , Ms.Jijitha.B , Dr. D. Paul Dhinakaran
GENDER REPRESENTATION IN CAR ADVERTISING: IMPLICATIONS FOR WOMEN’S EMPOWERMENT AND CONSUMER BEHAVIOR
Gender representation in advertising shapes societal norms, consumer perceptions, and purchasing behavior. This study examines gender portrayal in car advertising with emphasis on the underrepresentation of women and its implications for empowerment and consumer decision-making. Positioned within the discourse on social transformation, sustainability, and inclusive development, the research highlights that advertising narratives can either reinforce traditional stereotypes or promote progressive gender roles. The study adopts a quantitative approach using data collected from consumers through a structured questionnaire. A sample of respondents was analyzed with descriptive and inferential statistical tools. Techniques including percentage analysis, chi-square tests, and regression analysis were employed to examine the relationship between gender portrayal in automobile advertisements and consumer attitudes and purchasing intentions. The analysis explored how representation patterns influence brand perception, emotional connection, and trust among male and female consumers. Findings reveal that car advertisements remain predominantly male-centric, with women often portrayed in passive or secondary roles. This imbalance significantly affects brand perception, trust, and purchase intention, particularly among women consumers who feel underrepresented and disconnected from advertising messages. The results demonstrate that inclusive and balanced portrayals generate positive consumer responses and strengthen brand credibility. The study emphasizes the importance of equitable gender representation as part of responsible and sustainable marketing. Promoting empowering depictions of women in advertising can enhance visibility, participation, and consumer engagement while contributing to social change. The research offers empirical insights supporting gender-sensitive communication strategies and demonstrates their value in creating ethical, socially responsible, and future-oriented marketing practices aligned with global goals.
Gender Representation, Car Advertising, Women’s Empowerment, Consumer Behavior, Statistical Analysis
"INDIGENOUS WOMEN IN THE CHITTAGONG HILL TRACTS: A STUDY ON GENDER-BASED VIOLENCE"
The Chittagong Hill Tracts (CHT) of Bangladesh occupies a geopolitically significant position due to its borders with India and Myanmar, its natural resources, and its complex historical and political contexts. For decades, Indigenous Peoples of the CHT have struggled for self-determination, land rights, and survival, but successive state policies—marked by militarisation, Bengali settler transmigration, and systemic discrimination—have produced widespread violence, displacement, and marginalization. The 1997 CHT Peace Accord formally ended over two decades of armed conflict, yet key provisions, including demilitarisation, land dispute resolution, and rehabilitation of displaced peoples, remain largely unimplemented. Women and girls, excluded from peace negotiations, continue to face gendered impacts of conflict, including sexual violence, abduction, and impunity for perpetrators. The failure of the state to address communal violence and ensure justice has eroded trust in formal legal systems. As a result, many Indigenous communities, despite support from NGOs, continue to rely on traditional justice mechanisms, which are perceived as more accessible and culturally familiar, though increasingly contested by Indigenous women’s rights activists.Drawing on primary data collected through field observations, structured surveys of 100 respondents, three focus group discussions, and in-depth interviews with ten experts, alongside secondary sources, the research highlights both the persistence of impunity in formal legal systems and the contested reliance on traditional justice mechanisms. Findings reveal the resilience of indigenous women and communities, while underscoring the urgent need for state accountability, implementation of peace accord provisions, and gender-sensitive policies. The study contributes to broader debates on indigenous rights, peacebuilding, and gender justice.
Gender based Violence (GVB), Traditional justice, Indigenous women, gender justice
COMPETENCY MAPPING: CONNECTING ORGANIZATIONAL OBJECTIVES WITH EMPLOYEE DEVELOPMENT AND STRATEGY DRIVEN HR FUNCTIONS – A CASE STUDY IN DFPCL.
In today’s arising innovative business world, companies are increasingly focusing on human resource for organization’s development with respect of using Competency mapping so that they can compete in rapidly changing environment. Competency mapping and assessment has not only gained paramount importance in organization but also helps an individual to give the perceptivity of competency skills like attributes, workspace skills, applied and core knowledge skills that will help the individual to retain any job. It’s vital to keep the competency up-to-date, as this study gives the insight of enforcing latest tools and methodologies of competency mapping in an organizations. Every person has unique talents, which may contain both strong and weak points, competence mapping will enable them to enhance their skills that they might not be aware of where they need to make improvements. It’s a cross functional integration that helps an individual to perform the job efficiently and effectively. In the current scenario HR people struggle with unlimited difficulties in finding a skilled person which can match the work demands of the organization. HR seeks to continuously analyze the competencies that different people will need in order to do the tasks that have been given to them effectively and to offer chances for these employees to enhance these competences in order to position them for future jobs within the organization. As a result, here an effort has been made to examine how a person and an organization are connected by competency mapping. The concept of “competency” originated in the 1970s when David McClelland introduced it as an alternative to traditional intelligence testing, arguing that competency is a better predictor of job performance. His ideas laid the foundation for competency mapping, where skills, behaviors, and attributes necessary for success in specific roles are identified. Over time, competency mapping has evolved into a strategic tool for managing talent. It is now used to align employee abilities with organizational goals, encompassing recruitment, performance management, and career development. As competency mapping evolved, it became closely tied to training and development. Initially, training was a reactive process to fill skill gaps. Today, it is a proactive, ongoing initiative aimed at enhancing the specific competencies identified through mapping. Training programs are now customized to address both technical and behavioral competencies, ensuring employees are not only able to perform their current roles effectively but also prepared for future challenges. This study aims to conduct a comprehensive analysis of competency mapping and training & development practices at a Petrochemicals Corporation Limited. It will explore the significance of competency mapping, evaluate the existing framework for identifying essential competencies, and analyze how these results are integrated into HR processes such as recruitment and performance management. Additionally, the study will assess the effectiveness of training and development practices in addressing competency gaps and identify best practices and areas for improvement. Ultimately, the research seeks to provide valuable insights that enhance employee performance and satisfaction while supporting the organizational goals. The study provides valuable insights for HR professionals and organizational leaders, offering practical suggestions to improve competency mapping practices.
Dr. Aditi Banerjee, Dr. Sapna Suri, Dr. Sanjay Kumar Taurani, Dr. J. Varaprasad Reddy
PUBLIC SECTOR GOVERNANCE AND SERVICE DELIVERY EFFICIENCY: A STUDY OF ADMINISTRATIVE REFORMS IN DEVELOPING NATIONS
Governance in the public sector is important in determining the performance of service delivery in the developing countries. This is irrespective of the fact that there is little empirical data on whether governance gains are being converted to efficiency gains that can be measured despite the massive administrative reforms introduced within the last twenty years. This paper will analyses how the quality of governance influences the efficiency of the service delivery in 52 developing nations between 2000 and 2023. The study uses panel fixed-effects and system GMM estimators to deal with endogeneity and country-specific heterogeneity using the governance indicators provided by the World Bank and the service outcome data provided by the United Nations. The higher the quality of governance, the more efficient delivery is. Control of corruption and regulatory quality have the most positive impacts in terms of governance dimensions. More so, the governance- efficiency relationship is mediated by administrative reform projects in part, especially in developing economies with middle incomes. The results have an implication in the literature as they represent current cross-country panel evidence of the governance service delivery nexus. The policy implications are strengthening the institution and enforcing anti-corruption and implementing sustained reforms to enhance the performance of the public sector in developing countries.
Public Sector Governance; Administrative Reforms; Efficiency of Service Delivery; Developing Nations; Panel Data Analysis; Institutional Quality; Public Administration.
POSTHUMAN EXISTENCE IN ARTIFICIAL WORLDS: SPACE, TECHNOLOGY, AND IDENTITY IN PASSENGERS
The spacecraft Avalon in Passengers (2016) is examined in this paper as a technologically mediated setting that creates posthuman subjectivity by fusing corporate infrastructures, automated systems, and artificial intelligence with human life. Based on N. Katherine Hayles' posthumanist theory, the study contends that rather than autonomous individual action, the movie depicts human identity as being formed through informational processes, technological mediation, and distributed cognition. Through algorithmic governance, automated service networks, and hibernation technologies, the Avalon functions as an enclosed artificial environment where human bodies are converted into data-regulated entities, obfuscating the distinction between humans and machines.The study illustrates how subjectivity arises within a system of technical regulation that reconfigures embodiment and agency by examining the ship's architecture, service infrastructures, corporate control over time, biological processes, and social interaction. Stratified forms of posthuman existence are created by automated surroundings and hierarchical spatial architecture, where corporate control and computational authority influence identity. Thus, the Avalon is shown in the movie as a posthuman lifeworld where survival, embodiment, and consciousness are all created by technology.In the final stages, Passengers shows how closed technical systems alter human experience by substituting digitally distributed forms of agency for liberal humanism ideas of autonomy. By highlighting the moral and political ramifications of technologically controlled living in late capitalism space imaginaries, the research presents the movie as a critical investigation of posthuman existence in artificial worlds.
Hibernation technologies, subjectivity, posthuman and spatial architecture.
Dr. K.R.. Shiva Shankaran, Dr. Praveen Kumar and Dr.Shalini Infanta
GENDERED VULNERABILITY TO DEPRESSION AMONG WOMEN LIVING WITH DIABETES IN INDIA: A BIO-PSYCHO-SOCIAL REVIEW
Diabetes mellitus is a big public health problem in India, and it is becoming more and more linked to serious mental health problems, especially depression. Women with diabetes are more likely than men to be depressed. This is because of biological, psychological, and social factors that are shaped by female experiences and structural inequalities. Using a bio-psycho-social approach, this review looks at how women with diabetes in India are more or less likely to become depressed based on their gender. The study is based on an analysis of 25 peer-reviewed research papers from reputable scientific databases published between 2020 and 2025. The results show that biological factors like changes in hormones, the severity of the disease, and complications linked to diabetes make people more likely to become depressed. Poor mental health outcomes are also caused by psychological factors such as stress, emotional burden, and low self-efficacy linked to diabetes. Social factors, especially gender roles, caregiving duties, limited freedom, and limited access to health care, make women much more vulnerable. Depression also makes it harder to control blood sugar levels and makes it less likely that people will follow their treatment plans. The review shows that there are important gaps in combining mental health services with diabetes care, and it stresses the need for bio-psychosocial treatments that take gender into account. To help depressed women with diabetes, we need healthcare methods that are all-encompassing and take into account both medical and socio-cultural factors.
Diabetes, Depression, Women, Gender, Bio-psycho-social, Mental health, India
Dr. Chitra N, Dr.S.Sasikala Alias Annamalai
ATMOSPHERES OF ANXIETY: AFFECTIVE ECOLOGIES IN THE OVERSTORY
This paper focuses on Richard Powers' The Overstory to investigate the emotive aspects of climate fiction. Drawing on affect theory, namely the writings of Sara Ahmed, Timothy Morton, and Brian Massumi, the study investigate how the novel creates a sense of communal ecological consciousness through wonder, grief, anxiety, and connectivity. Powers frames environmental catastrophe as an emotive event that circulates among human and nonhuman bodies, rather than merely presenting climate change as a scientific or political crisis. The study explores the ways in which arboreal metaphors, polyphonic structure, and narrative style contribute to an embodied feeling of environmental precarity. The paper makes the case that The Overstory uses affect to subvert anthropocentric perception and promote ecological relationality through qualitative textual analysis based on affect theory and ecocriticism. The story reorients readers' emotional ties and broadens their empathy beyond humans by emphasizing trees as communicative and agentic beings. In the end, this study shows that climate fiction functions as affective education as well as speculative narrative, transforming readers' perceptions of the planetary problem and fostering fresh approaches to ecological awareness.
Anthropocene; Ecological Consciousness; Affect Theory; Climate Fiction; Ecocriticism
MEMES AS MICRO-NARRATIVES: CODE-SWITCHING, EMOTIONAL RESONANCE, AND THE DEFAMILIARIZATION OF REALITY
Memes are the best way to talk to each other in the digital age. They are short stories that use a few words and pictures to explain complex social and cultural ideas. Memes are often seen as funny, but they are actually short stories that look into identity, behaviour, and how people express their feelings in online social settings. This paper examines memes as culturally nuanced communicative phenomena through the theoretical lenses of Mikhail Bakhtin, Roland Barthes, Jean Baudrillard, Russian Formalist concepts of defamiliarization, and posthuman theory. The research asserts that memes operate through precise code-switching, behavioural amplification, and emotionally impactful narratives, facilitating a transition from singular organic realities to complex interpretive coexistence. Memes alter perceptions of social issues and transform contemporary storytelling by rendering mundane events peculiar.
Memes, micro-narratives, code switching, defamiliarization, digital culture, and posthuman communication
ARTIFICIAL INTELLIGENCE DRIVEN CUSTOMER ENGAGEMENT IN ONLINE RETAIL
The integration of artificial intelligence (AI) into e-commerce has profoundly transformed consumer engagement methods; nonetheless, its total impact on the customer experience remains complex and multifaceted. This study employs a quantitative research methodology to examine the fundamental factors that affect customer perceptions of AI-driven engagement and its effect on satisfaction. A structured online survey was administered to a cohort of 300 seasoned internet users. Exploratory Factor Analysis (EFA) of 25 Likert-scale statements identified a robust four-factor structure: Perceived Value & Personalization (PVP), Privacy & Transparency Apprehension (PTA), Relational Decoupling (RD), and Service Efficiency & Reliability (SER), collectively accounting for 58.4% of the total variance. A multivariate regression analysis indicated that all four variables were significant predictors of overall customer satisfaction (R² = .506, p < .001). Specifically, PVP (β = .398) and SER (β = .311) had positive influences, but PTA (β = -.242) and RD (β = -.187) shown large negative effects. Additionally, a mediation analysis indicated that Relational Decoupling partially mediates the adverse relationship between privacy concerns and satisfaction (indirect effect: 0.10, 95% CI [0.05, 0.16]). The findings suggest that although AI's functional benefits are strong motivators for happiness, ethical and relational issues significantly diminish their impact. This research provides a validated paradigm for online retail, emphasizing that an effective AI approach must achieve a balance of technological efficiency, clear data regulations, and human-centered design to foster trust and enduring loyalty.
Artificial Intelligence, Customer Engagement, Online Retail, Personalization, Privacy Concerns, Mediation Analysis, Customer Satisfaction, Factor Analysis.
IMPACT OF MINDFULNESS-BASED STRESS REDUCTION (MBSR) THERAPY INTERVENTION ON RAJAS, TAMAS AND PSYCHOLOGICAL WELL-BEING AMONG UNIVERSITY TEACHERS: ROLE OF STRESS COPING AND WORK ENGAGEMENT
University teachers frequently experience occupational stress due to workload, role conflict, publication demands, student management, and administrative responsibilities. Prolonged stress adversely affects psychological well-being and may increase Rajasic (restlessness, achievement pressure) and Tamasic (inertia, withdrawal) tendencies as explained in Triguna theory. The present study assessed the effectiveness of Mindfulness-Based Stress Reduction (MBSR) as a therapy intervention in enhancing psychological well-being among university teachers by reducing Rajas and Tamas and improving adaptive coping and work engagement. A quasi-experimental pre-test post-test control group design was employed. A total sample of 100 university teachers from Bihar state universities was selected through purposive sampling and divided into experimental group (n=50) and control group (n=50). MBSR intervention was conducted for 8 weeks. Tools used were Vedic Personality Inventory (Wolf, 1998), Brief COPE (Carver, 1997), Utrecht Work Engagement Scale (Schaufeli & Bakker, 2004), and Ryff’s Psychological Well-being Scale (Ryff, 1989). Findings revealed significant improvement in psychological well-being, adaptive coping and work engagement and a significant reduction in Rajas and Tamas in the experimental group compared to the control group. The study supports the therapeutic value of mindfulness intervention for teacher well-being promotion.
Mindfulness therapy, Triguna (Rajas-Tamas), Psychological well-being
A CRITICAL ANALYSIS OF THE DISTRICT LEGAL SERVICES AUTHORITY IN GOALPARA'S (DLSA) COMPOSITION, IMPLEMENTATION, PROCEDURES AND EFFICACY UNDER THE LEGAL SERVICES AUTHORITY ACT, 1987
The present study deals with the composition of District Legal Services Authorities, the eligibility criteria, the services provided by the District Legal Services Authorities, Legal Aid Counsels at Goalpara District, Assam Para Legal volunteers, Legal Aid clinics, introduction of new scheme of legal Aid Defense Counsel system, structure of District Legal Services Authorities, its staffs, panel lawyers, Legal aid clinics, legal literacy clubs, para legal volunteers etc. within Goalpara District of Assam.
District, Legal, Services, Authorities, lawyers.
ANALYSIS OF AI APPLICATIONS IN ENHANCING CUSTOMER EXPERIENCE IN MARKETING
The advent of reality is a new innovation force in the marketing sector that aims to change the customer experience, levels of satisfaction, and customer loyalty ecosystem. This paper discusses the way in which AIs can be leveraged to help increase customer satisfaction with a special emphasis on such tools as conversational agents, predictive analytics, and personalised recommendations. A sample size of 200 targeted participants was used to conduct the sampling in which the organised questionnaires were employed and a 5-point Likert scale. ANOVA, chi-square tests, and correlation tests found out the necessary hypotheses. The research has revealed that the satisfaction of customers is greatly enhanced when driven by artificial intelligence as evident in the ORF of the increasing levels of customer satisfaction that ranged between 3.0 to 4.7 respectively at varying degrees of personalisation. The impact of chatbots on customer loyalty has been so astounding since customer loyalty ratings had increased to 4.5 following the frequency of using it as opposed to 2.5. Predictive analytics presented a significant positive relation (r = 0.76, p < 0.001) with customer retention, and it is the sign that the model can be applied in the marketing strategy based on looking in the future. The robotics that have been artificially enhanced have been seen to have a steady customer satisfaction among various demographics, although the younger participants showed slightly better accumulation of benefits. It pays attention to the importance of the artificial intelligence that may be utilized to enhance marketing strategies, establish a stronger relationship with clients, and remain market leaders. However, it emphasizes the necessity to focus more on data strategies and openness to build trust and facilitate the role of AI in marketing.
Artificial intelligence, marketing, customer experience, customer satisfaction, predictive analytics, personalization, loyalty.
Dr Alyas Ahmed, Dr Rohit Bhagat, Dr. Pallavi Bhagat
NEUROARCHITECTURE-BASED ASSESSMENT OF COGNITIVE AND EMOTIONAL RESPONSES TO BIOPHILIC INTERIOR ENVIRONMENTS USING EEG-INFORMED SPATIAL MODELING
This study quantitatively investigates the influence of biophilic interior environments on human cognitive and emotional responses by integrating neuroarchitecture principles, EEG-based neural analytics, and data-driven spatial modeling. A total of 60 participants (30 females, 30 males; mean age = 27.4 years) were exposed to three controlled interior settings: high-biophilic (Level-3), moderate-biophilic (Level-2), and non-biophilic control. Brain activity was recorded using a 32-channel EEG system with a 500 Hz sampling rate across all sessions. A spectral analysis indicated that, in the Level-3 biophilic condition, alpha-band power (8-12 Hz) increased by 34-41% at electrode sites O1/O2, indicating deeper states of relaxation and greater attentional stability. On the other hand, beta-band activity, reflecting cognitive workload (13-30 Hz), was reduced by 18% relative to the control environment. Emotional ratings using EEG-derived frontal asymmetry (F3/F4) showed a 27% leftward shift, reflecting more positive affective states. Performance on a reaction-time task of spatial working memory also improved by 22% in the high-biophilic setting. These results confirm that neurocognitive benefits can be induced through the use of biophilic interior design elements, while the EEG-informed spatial model developed herein lays the foundation for a predictive framework for optimizing interior environments based on real-time neural responses.
Neuroarchitecture, Biophilic Design, EEG (Electroencephalography), Cognitive Response, Emotional Response, Spatial Modeling, Alpha and Beta Brain Waves, Human–Environment Interaction, Interior Environmental Psychology, Neurocognitive Performance
Sara Zarnegarzadeshirazi, Mohammadmehdi Soroush
ANALYSIS OF PRODUCT AND PROCESS INNOVATION IN IMPROVING COMPANY PERFORMANCE (CASE STUDY ON LEATHER CRAFT INDUSTRY IN GARUT)
This research analyses how product innovation and process innovation affect the rate of performance of small and medium enterprises (SMEs) in Garut, West Java, Indonesia, leather craft industry. The study used a survey method to collect data from 62 SMEs using structured questionnaires measured on a Likert scale, and analysed using Minitab 21. According to descriptive results, the mean of process innovation (mean = 30.87) and product innovation (mean = 32.55) has a moderate level of performance. The SME performance stands at relatively low to medium (mean = 7.35). Multiregression analysis shows that product innovation (b = 0.104; p = 0.011) and process innovation (b = 0.145; p < 0.001) have both a positive and significant impact on the performance of SMEs. The model describes the performance variance of 71.94 (Adjusted R2 = 0.719). The results support the claim that enhancing innovation efforts, especially process innovation, is essential in enhancing profitability, absorption of labour, and business continuity amongst SMEs dealing with leather craft.
Innovation process, innovative product, corporate performance, Performance SME, Profitably UKM.s
TENSIONS BETWEEN SPIRITUAL FULFILMENT AND MATERIAL AMBITIONSIN SURAT AZ-ZUKRUF
The current research looks at the major themes of Surah Az-Zukhruf, the 43rd surah of the Quran. This surah, revealed during the Meccan period, addresses the challenges faced by early Muslims, including polytheism and material temptations. It highlights the core of Tawhid (the oneness of God), criticises idolatry, and warns against prioritising worldly wealth over religious virtues. Notably, verses 81-85 set out fundamental Islamic principles, demonstrating God's authority and affirming prophethood, while countering doubters' claims about divine authority and companionship. The research uses a qualitative method to analyze these verses, aiming to fill gaps in current scholarship and deepen understanding of their significance. It emphasizes Surah Az-Zukhruf's relevance to modern discussions on materialism versus spirituality, portraying the surah as a moral guide for believers. Key findings show that this surah not only critiques materialistic pursuits but also reassures believers of divine protection and accountability. By situating these teachings within Mecca's socio-religious context, this research fosters a balanced view of spirituality and materialism, encouraging contemporary Muslims to reflect on their values and choices. Ultimately, this article offers valuable insights into the lasting significance of the Quran, emphasising the importance of following divine guidance in an ever-changing world.
Surah Az-Zukhruf, linguistic analysis, monotheism, divine guidance, Tawhid.
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EFFECTS OF ARTIFICIAL INTELLIGENCE ADOPTION ON PRODUCTIVITY AND SERVICE DELIVERY IN RWANDA’S PUBLIC SECTOR.
Artificial Intelligence (AI) is increasingly transforming public sector governance by enhancing operational efficiency, decision-making, and the quality-of-service delivery. This study examines the effects of AI adoption on productivity and service delivery in Rwanda’s public sector, using a mixed-methods approach that combines survey data from 76 managerial-level staff and secondary evidence. Anchored in the Technology Acceptance Model (TAM), Diffusion of Innovation Theory (DOI), and New Public Management (NPM), the study investigates both technological and organizational determinants of AI adoption. Descriptive results indicate that AI systems are widely used (M = 4.03, SD = 0.98) and supported by institutions (M = 3.99, SD = 0.90), contributing to increased work output (M = 3.88, SD = 0.91) and faster task completion (M = 3.84, SD = 0.94). Regression analyses reveal that AI adoption significantly enhances productivity (β = 0.61, p < 0.01) and service delivery (β = 0.57, p < 0.01), with infrastructure adequacy and digital skills acting as significant moderating factors. Despite these benefits, challenges such as skills gaps, infrastructure limitations, resistance to change, high implementation costs, and data privacy concerns constrain AI’s full potential. The study contributes empirical evidence from a developing country context, providing insights for policymakers and public sector managers on leveraging AI to improve efficiency, transparency, and citizen-centered service delivery.
Artificial Intelligence, Public Sector, Productivity, Service Delivery, Rwanda, Digital Governance
ARTIFICIAL INTELLIGENCE AND MACHINE LEARNING IN HEALTHCARE DECISION-MAKING IN GULF COUNTRIES WITH SPECIAL REFERENCE TO SAUDI HEALTHCARE SYSTEMS
As a result of the creation of Artificial Intelligence (AI) and Machine Learning (ML) technologies and the introduction of the Gulf Cooperation Council (GCC) vision 2030 initiative, unprecedented interaction with medical decision-making is emerging in the healthcare systems of the GCC countries (and especially Saudi Arabia). All of these technologies will enhance diagnoses, personalize treatment, increase the efficiency of operations, and make the patients safer and provide an answer to some of the acute problems facing current healthcare in the region, including a high incidence of chronic disease, access to care is an issue in rural areas, medical practitioners are scarce (typically immigrants), and the cost of healthcare is rising at an alarming rate. Specifically, this white paper is an in-depth survey of the used AI and ML in the healthcare environment including diagnostics, personalized medicine, tele-medicine, and operational administration (management of resources). Limitations and challenges are also discussed in relation to gaps in regulatory approval procedures, inequality in digital literacy of health care personnel, cultural barriers, and ethical considerations. The examples of the region illustrate case studies of different varieties, quantitative data, expert opinions with the accent on the role of Saudi Arabia as a leader in the health care management and the intention of the GCC to promote the development of the healthcare systems in the region on a larger scale. The results of this review will help the policymakers, health care managers, researchers and technology developers with the pathway strategies of sustainable adoption of AI systems in the work of health care systems.
Healthcare Decision-Making, Artificial Intelligence, Machine Learning, Gulf Cooperation. Council, Saudi Arabia, Vision 2030, Diagnostics, Personalized Medicine, Telemedicine, Operational Efficiency, Ethical AI, Chronic Diseases, Regulatory Frameworks, Digital Expertise, Patient Safety, Public- Private Partnerships, Healthcare Innovation
Dr. Hasan Salih Alqudah, Dr. Mohammed Abdulelah Alzahrani, Roba Alhujaili, Hind Hameed ALjehani, Dr. Nabil Alhassani, Dr. Noha Omer Alaggad
BIBLIOMETRIC ANALYSIS OF GLOBAL RESEARCH ON THE EFFECTS OF GARLIC ON BREAST CANCER FROM 1992 TO 2024
Background: Garlic and breast cancer represents a rapidly advancing area of research with significant potential for cancer therapy. However, there is a notable gap in the literature regarding a comprehensive bibliometric analysis that systematically maps the global research landscape in this field. This pioneering study aims to bridge this gap a thorough and multidimensional bibliometric investigation. Methods: Specifically, it examines the available literature on the application of garlic for cancer therapy, utilizing the Web of Science (WOS) and Scopus database as the primary information sources. The study employs various analytical tools, including the bibliometrix package in R Studio software to conduct an in-depth analysis of the published scientific literature. Results: A total of 422 articles were identified through the Web of Science Core Collection database, amassing 10,977 citations, with a consistent annual increase in the number of publications. The analysis covers a significant timespan from 1992 to 2024, involving 290 sources and 479 documents, with a consistent annual increase in the number of publications. United States, Tabriz University of Medical Sciences, Nutrition and Cancer, and SINGH S respectively. Most global cited documents were obtained by Parkin et al. 2001, and the most local cited references were obtained by Challier B, in 1998, published in Eur J Epidemiol. Most frequent keywords words were human, garlic, female, and breast cancer, respectively. Conclusion: This study provides valuable reference and enlightenment for researchers in this field. As research progresses, researches are anticipated to offer significant hope and breakthroughs in the treatment of breast cancer.
Web of Science (WOS), Scopus, citation, authors, publication
Katayoon Sheybatzadeh, Seyed Ali Asghar Moshtaghie*, Kahin Shahanipour, Fereshteh Golab
DESIGN OF AN IOT-INTEGRATED SMART AGRICULTURE SYSTEM USING EMBEDDED SENSORS FOR SOIL ANALYSIS, AUTOMATED IRRIGATION, AND CROP HEALTH MONITORING.
The integration of Internet of Things (IoT) technology into agricultural systems has emerged as a transformative approach to addressing the global challenges of food security, water scarcity, and inefficient resource utilization. This research paper presents the comprehensive design and experimental validation of a Smart Agriculture System (SAS) that leverages an ESP32 microcontroller, capacitive soil moisture sensors, DHT11 temperature and humidity sensors, an OLED display module, a relay-controlled motorized irrigation pump, and a real-time web monitoring dashboard. The proposed system autonomously monitors soil volumetric water content, ambient temperature, relative humidity, and environmental conditions, making intelligent irrigation decisions based on predefined multi-threshold algorithms and machine learning-aided scheduling. The OLED display provides on-site visual feedback, while the web-based dashboard — accessible via Wi-Fi — enables remote visualization of sensor data, pump status, historical trends, and alert notifications. Experimental results demonstrate that the proposed system achieves a soil moisture measurement accuracy of ±2.3%, a temperature reading accuracy of ±0.5°C, and a system response latency of less than 1.8 seconds from sensor trigger to pump actuation. Comparative analysis reveals that the IoT-based automated irrigation reduces water consumption by 37.4% while improving crop yield indicators by 22.6% compared to conventional manual irrigation practices. The system achieved 97.8% uptime over a 90-day field trial, demonstrating its reliability and robustness for real-world agricultural deployment. The proposed solution directly addresses United Nations Sustainable Development Goal 2 (Zero Hunger) and SDG 6 (Clean Water and Sanitation) by promoting precision agriculture and resource-efficient farming techniques.
IoT, Smart Agriculture, ESP32, Soil Moisture Sensor, Automated Irrigation, DHT11, OLED Display, Precision Farming, Crop Health Monitoring, Web Dashboard, Relay Control, Embedded Systems.
Copyright (c) 2025 International Journal of Innovation Studies
THE IMPACT OF FORMATIVE ASSESSMENT ON STUDENT PERFORMANCE IN SECONDARY SCHOOLS IN RWANDA.
Formative assessment has emerged as a pivotal pedagogical strategy for enhancing student learning, engagement, and academic achievement within competency-based education frameworks. This study investigates the impact of formative assessment on student performance in secondary schools in Gasabo District, Rwanda, with specific attention to feedback practices, learner engagement, instructional adjustment, and perceived implementation challenges. Employing a cross-sectional survey design, data were collected from 93 respondents—comprising 63 students and 30 teachers—across public and private secondary schools. Descriptive and inferential analyses of Likert-scale responses revealed strong consensus that formative assessment practices are routinely integrated into classroom instruction (composite mean = 4.45), teacher feedback is perceived as improvement-focused and dialogic (M = 4.37), and these practices positively influence student motivation (M = 4.40) and academic performance (M = 4.43). However, respondents also identified significant contextual barriers, including large class sizes (M = 4.52), limited time for individualized feedback (M = 4.40), and insufficient professional training (M = 4.37), which constrain the consistent and equitable implementation of formative strategies. The findings affirm that while stakeholders recognize formative assessment as essential for competency-based education (M = 4.51), realizing its transformative potential requires coordinated investment in teacher capacity, institutional support, and policy alignment. This study contributes empirical insights to the growing literature on assessment for learning in Sub-Saharan Africa and offers practical recommendations for educators, school leaders, and policymakers seeking to strengthen formative assessment practices and improve student outcomes in Rwandan secondary education.
Formative assessment; student performance; feedback literacy; learner engagement; competency-based education; secondary schools; Rwanda.
DIGITAL TRANSFORMATION AND ITS IMPACT ON CORPORATE FINANCIAL PERFORMANCE
The digital transformation is one of the most significant strategic changes in modern business history. The last ten years have seen companies in every industry investing in cloud computing, artificial intelligence, advanced analytics, robots that run processes and online platforms to engage customers. But the connection between such investments and quantifiable financial returns is an empirical matter of debate. The paper examines the impact of digital transformation on corporate financial performance, such as return on assets (ROA), return on equity (ROE), revenues, operational cost effectiveness, and market value. Based on a synthesis of the existing empirical evidence, longitudinal panel data on publicly listed companies in the United States, Europe, and Asia-Pacific between 2013 and 2023, as well as case-related evidence of specific sectors, we obtain a systematic analytical model that dimensions digital investments on the categories of financial outcomes. We find that digital transformation is statistically significantly and positively related to growth in revenues and firm market value. Meanwhile, its effect on short-term profitability ratios is more subtle and industry-specific. We find that there is a J-curve phenomenon in returns to finance and that companies are first hit with a decline in profitability during the intensive investment stages and then there is a subsequent reap in the medium to Long-term in terms of compounded returns. We also discovered that the organizational preparedness, commitment of leadership and the quality of data governance act as important variables of moderation. This article is a contribution to the existing body of literature in the field of digital economics and corporate strategy due to its multi-dimensional performance structure that is based on both quantitative evidence and management theory. Senior leaders, corporate boards and institutional investors are discussed with regard to the practical implications of portfolios of digital strategies.
Digital Transformation, Financial Performance, ROA, ROE, Revenue Growth, Market Value, Artificial Intelligence, Cloud Computing, Data Governance, Corporate Strategy.
Dr. Vyankatesh Digambarrao More, Dr. Saddam Rabbanisab Sayyad, Dr. Disha Namdeo More, Mrs. Dipali Dadasaheb Wable, Mr. Prashant Shravan Gaikwad
ZERO TRUST IN PRACTICE: AI-AUGMENTED ACCESS CONTROL FOR CRITICAL GOVERNMENT NETWORKS
The increased complexity of the current government networks requires dynamic and open-minded cybersecurity systems capable of interoperating with distributed and legacy systems. Conventional perimeter-based security frameworks are no longer effective to deal with advanced persistent threats or insider abuse, especially in multi-agency settings where data confidentiality and interoperability are paramount. The proposed research suggests an AI-enhanced Zero Trust Architecture (ZTA) incorporating user-behaviour analytics, federated learning (FL), and explainable artificial intelligence (XAI) to provide dynamic and auditable access to important government systems. The architecture assesses contextual risk on a continuous basis on the basis of behavioural deviations and makes adaptive access decisions using an intelligent policy engine. The model was trained and validated on five simulation nodes of the agency to simulate distributed governmental environments using the User Activity Anomaly Detection Dataset. Federated learning ensured data sovereignty by summing model parameters as opposed to raw data, whereas SHAP-based explainability offered interpretable information about each access decision. Experimental findings showed that the overall accuracy was 92%, 0.89 F1-score and 0.94 ROC-AUC, with only slight performance loss as compared to a centralised model, yet full privacy protection. A 32% decrease in undetected insider incidents and enhanced compliance auditing was achieved with the system due to transparent decision logic. Such results highlight the possibility of integrating smart, understandable and cooperative security controls into the running government architectures. Besides, the strategy is consistent with the overall Computer Integrated Manufacturing Systems (CIMS) vision in terms of the demonstration of how intelligent integration, automation and human control can conglomerate into the computer-related governance systems that are resilient.
Zero Trust Architecture (ZTA); Federated Learning (FL); Explainable Artificial Intelligence (XAI); Anomaly Detection; User Behaviour Analytics; Dynamic Access Control; Government Networks; Computer-Integrated Systems
“FOSTERING WORKPLACE VITALITY: EXPLORING THE UNDERLYING DRIVERS OF EMPLOYEE SUCCESS IN CONTEMPORARY ORGANISATIONS”
Motivation plays a vital role in shaping employee’s attitudes, enhancing productivity and driving organisational success. This study focuses on the influence of motivational strategies on employee job satisfaction and workplace performance among Information Technology (IT) professionals. The convenience sampling method was used for this study to collect data from 150 respondents working in the IT sector in Chennai city. A structured questionnaire with three sub sections along with the socioeconomic profile was disseminated to each respondent through google form link. The study used statistical instruments such as Simple Percentage Analysis, Descriptive Statistics, Regression, Correlation and Chi-Square to analyze the data. The results indicate that there is significant positive influence of Motivational Strategies on Job Satisfaction and Workplace Performance. The study highlights the importance for organisations to continually assess and refine their motivational approaches to sustain their employees for making the organisation reach higher profits and achieve its goal. The study also provides pathway for future research and suggestions for the management for making improvements in adopting various motivational strategies.
Motivation, Vitality, Strategies, Performance, Rewards, Success
Dr. R. Rangarajan, Dr. A.S Kalyana Kumar, Smita Singh .V