Dr. Johney Johnson This conceptual study examines the role of artificial intelligence (AI) influencers in influencing consumer behaviour. The study is premised on the Source Credibility theory. The study has found that even if AI influencers are less authentic than human influencers, they may still build trust by enhancing their credibility through effective promotion and […]

Dr. Johney Johnson SHGs have emerged as a powerful mechanism for fostering economic independence, enhancing selfesteem, and promoting financial inclusion among women. By focusing on a sample of SHGs within Kottayam, this research aims to evaluate the impact of these groups on women’s economic status and overall well-being. The purpose of the study is to […]

Dr.Johney Johnson OTT is an online entertainment platform and is one of the popular platforms on the internet. The OTT platforms initially struggled to attract customers in India but eventually it started to get popular among Indian customers. After covid 19 restrictions were lifted, the OTT platforms started to face stiff competition in holding its […]

Dr. Johney Johnson In the year 2020, India was also hit by the COVID-19 pandemic like many nations across the globe, but through various public health and economic measures, it is managing the effects of the COVID-19 pandemic. All the sectors of the Indian economy got affected by the Covid-19 pandemic, with small business units, […]

Dr. Johney Johnson The tourism industry is a vital component of the economy and is essential for advancing society, culture, and the environment. Digital technology has changed various facets of the tourism industry, increasing accessibility, convenience, and the capacity to accommodate individual preferences. The tourists’ intention to revisit can be taken as a measure of […]

Dr. Johney Johnson Tourism is considered one of the globe’s most prominent sectors, generating considerable forex revenues and employment generation, contributing to world peace and solidarity among many nations. However, it is negatively influenced by different factors like the spread of diseases, terrorist attacks, outbreaks of war, etc. The COVID-19 pandemic triggered unforeseen upheavals, resulting […]

Dr. Johney Johnson Cyberloafing is a term that defines the behavior amongst staff who are involved in the usage of the internet and gadgets for non-work-associated purposes during their work periods. This study aims to understand how demographic and organizational factors relating to job overload, intrinsic and extrinsic motivation affect cyberloafing intensity. The demographic variables […]

Dr. Johney Johnson The study shows that the respondents have an above-average awareness and satisfaction level regarding OTT platforms, with mean values of 3.52 and 3.95, respectively, as per descriptive statistics and Likert scale analysis. Post-COVID-19, 55.8% of the respondents prefer OTT platforms due to their low cost and high-quality offerings, whereas 40.3% prefer cinema […]

Dr. Johney Johnson The concept of Green HRM has been developing as a proactive environmental management and sustainability strategy for the past few years. Nevertheless, no model could have perfectly explained its internal managerial mechanism that results in sustainable performance. So, drawing the theory of the Natural Resource Based view, this paper examines the mediating […]

Dr. Johney Johnson  The study investigated the factors influencing the behavioral intention to use Unified Payment Interface (UPI) apps among low-income Indian consumers. It examined how consumers’ behavioural intention to use UPI apps was influenced by their perceptions of the technology’s performance (performance expectancy), ease of use (effort expectancy), presence of facilitating conditions (FC), social […]