1. DIGITAL TRANSFORMATION IN COMMERCE: A COMPREHENSIVE STUDY ON SOCIAL COMMERCE AND INFLUENCER MARKETING AS EMERGING DRIVERS OF CONSUMER BEHAVIOUR
Mrs. V. Kumuthini, Dr. V. Vijayalakshmi – Arcot Sri Mahaalakshmi Women’s College.
Page No : 1-6
DOI:10.0014.MSJ.2025.V14I10(s).0086781.265171
2. DIGITAL BANKING AND FINANCIAL INCLUSION
E.Susithra, Dr.V.Vijayalakshmi – Arcot Sri Mahaalakshmi Women’s College (Autonomous).
Page No : 7-12
DOI:10.0014.MSJ.2025.V14I10(s).0086781.265172
3. THE EVOLUTION AND INFLUENCE OF E-COMMERCE AND DIGITAL MARKETPLACES
ANITHA N, Dr. V. VIJAYALAKSHMI -Arcot Sri Mahaalakshmi Women’s College, Villapakkam, Vellore District,Tamil Nadu.
Page No : 13-18
DOI:10.0014.MSJ.2025.V14I10(s).0086781.265173
4. Fintech-Driven Women Empowerment: A Study on Financial Inclusion and Digital Literacy at Vellore District, Tamilnadu
Dr. R. Gayathiri, Ms. K.Kalaivani – Auxilium College (Autonomous), Gandhi Nagar, Katpadi Vellore.
Page No : 19-25
DOI:10.0014.MSJ.2025.V14I10(s).0086781.265174
5. THE FUTURE OF WORK IN BANKING: AN ANALYTICAL STUDY ON EMOTIONAL INTELLIGENCE, QUALITY OF WORK LIFE, JOB SATISFACTION, AND THE MODERATING ROLE OF DIGITAL SELFEFFICACY IN AI-ENABLED WORKPLACES
Siriya .M, Dr. S. Renuga Devi – Auxilium College (Autonomous), Vellore, Affiliated to Thiruvalluvar University Serkadu, Vellore, Tamil Nadu India.
Page No : 26-35
DOI:10.0014.MSJ.2025.V14I10(s).0086781.265175
6. HUMAN RESOURCE MANAGEMENT IN THE AGE OF SHADOW ARTIFICIAL INTELLIGENCE TOOLS: POLICIES, RISKS AND OPPORTUNITIES
S. HARIHARAN, Dr.J.SRINIVASAN – Rajeswari Vedachalam Government Arts College, Chengalpattu.
Page No : 36-45
DOI:10.0014.MSJ.2025.V14I10(s).0086781.265176
7. THE ROLE OF ARTIFICIAL INTELLIGENCE IN RECRUITMEN TAND TALENT ACQUISITION
V. Janani, Dr. J. Srinivasan – Rajeswari Vedachalam Government Arts College, Chengalpattu.
Page No : 46-58
DOI:10.0014.MSJ.2025.V14I10(s).0086781.265177
8. THE IMPACT OF MOBILE COMMERCE ON ONLINE SHOPPING BEHAVIOUR
JAYA SHREE V S, Dr. J. SRINIVASAN – Rajeswari Vedachalam Government Arts College, Chengalpattu.
Page No : 59-69
DOI:10.0014.MSJ.2025.V14I10(s).0086781.265178
9. ROLE OF ARTIFICIAL INTELLIGENCE IN IMPULSE BUYING BEHAVIOUR
D. REETHU, Dr. J. SRINIVAS -Rajeswari Vedachalam Government Arts College, Chengalpattu.
Page No : 70-78
DOI:10.0014.MSJ.2025.V14I10(s).0086781.265179
10. THE GIG ECONOMY’S EMERGING ROLE IN DIGITAL RETAIL LOGISTICS- FROM BRICK-AND-MORTAR LOGISTICS TO ON-DEMAND CLICK LOGISTICS
R.Rihana, Dr.V.Murugan – Rajeswari Vedachalam Government Arts College, Chengalpattu.
Page No : 79-89
DOI:10.0014.MSJ.2025.V14I10(s).0086781.265180
11. ’EFFECTS OF CELEBRITY ENDORSEMENTS ON COSMETIC BRAND PERCEPTION AMONG GEN-Z WITH SPECIAL REFERENCE TO KENGERI, BANGALORE
Mrs. Subha.R, Dr. G. Bhavani – D.K.M College for Women (Autonomous), Vellore (Affiliated to Thiruvalluvar University Serkadu Vellore).
Page No : 90-98
DOI:10.0014.MSJ.2025.V14I10(s).0086781.265181
12. THE ROLE OF ARTIFICIAL INTELLIGENCE IN ENHANCING SOCIALCOMMERCE MARKETING
VICHITRA. V, Dr. T. BHARATHI – D.K.M. College for Women (Autonomous), Vellore, (Affiliated to Thiruvalluvar University, Serkkadu).
Page No : 99-106
DOI:10.0014.MSJ.2025.V14I10(s).0086781.265182
13. SPEED MEETS SOCIAL INFLUENCE: A STUDY OF IMPULSE BUYING ON QUICK COMMERCE APPS IN URBAN CHENNAI
Miss Renuka, Miss Kumari Shivani, Dr. K. Umadevi – Guru Nanak College, Chennai (Affiliated to University of Madras).
Page No : 107-114
DOI:10.0014.MSJ.2025.V14I10(s).0086781.265183
14. THE RISE OF SOCIAL COMMERCE: MEASURING THE ECONOMIC IMPACT OF INFLUENCER-DRIVEN MARKETPLACES IN THE POST-PANDEMIC ERA
N.LAKSHMI – Sri Akilandeswari Women’s College, Wandiwash.
Page No : 115-130
DOI:10.0014.MSJ.2025.V14I10(s).0086781.265184
15. A DRONE DELIVERY AS A FUTURE PROSPECT IN E-COMMERCE
Ms. K.LOKESHWARISAKTHI – Sri Akilandeswari Women’s College, Wandiwash, (Affiliated to Thiruvalluvar University, Vellore).
Page No : 131-138
DOI:10.0014.MSJ.2025.V14I10(s).0086781.265185
16. AI-POWERED RISK MANAGEMENT IN BANKING: A HYBRID DEEP LEARNING AND PREDICTIVE ANALYTICS FRAMEWORK
Mrs.R.PADMAVATHI – Sri Akilandeswari Women’s College, Wandiwash, (Affiliated to Thiruvalluvar University, Vollere).
Page No : 139-152
DOI:10.0014.MSJ.2025.V14I10(s).0086781.265186
17. THE ROLE OF CHATBOTS AND VIRTUAL ASSISTANTS IN DIGITAL MARKETPLACES
Dr. B. PREETHI – Sri Akilandeswari Women’s College, Wandiwash, (Affiliated to Thiruvalluvar University, Vellore).
Page No : 153-161
DOI:10.0014.MSJ.2025.V14I10(s).0086781.265187
18. AI-DRIVEN RECRUITMENT 4.0: TRANSFORMING TALENT ACQUISITION AND EMPLOYEE EXPERIENCE IN THE DIGITAL ECONOMY
Dr. K. Ramya – Sri Akilandeswari Women’s College, Wandiwash.
Page No : 162-173
DOI:10.0014.MSJ.2025.V14I10(s).0086781.265188
19. SOCIAL COMMERCE AND INFLUENCER MARKETING
Ms. D. BADMASRI – Sri Akilandeswari Women’s College, Wandiwash, (Affiliated to Thiruvalluvar University, Vellore).
Page No : 174-186
DOI:10.0014.MSJ.2025.V14I10(s).0086781.265189
20. “HEALING THROUGH HASHTAGS: THE ROLE OF SOCIAL MEDIA MARKETING IN MODERN HEALTHCARE COMMUNICATION”
Ms.J.GAYATHRI – Sri Akilandeswari Women’s College, Wandiwash,(Affiliated to Thiruvallur University,Vellore).
Page No : 187-198
DOI:10.0014.MSJ.2025.V14I10(s).0086781.265190
21. AI-POWERED CHATBOT FOR CUSTOMER SUPPORT IN E-COMMERCE
Mrs. S. JAYAKODI – Sri Akilandeswari Women’s College, Wandiwash, (Affiliated to Thiruvalluvar University, Vellore).
Page No : 199-207
DOI:10.0014.MSJ.2025.V14I10(s).0086781.265191
22. EMPLOYEE EXPERIENCE IN THE AGE OF AI
U.RIZWANA – Sri Akilandeswari Women’s College, Wandiwash, (Affiliated to Thiruvalluvar University, Vellore).
Page No : 208-213
DOI:10.0014.MSJ.2025.V14I10(s).0086781.265192
23. CHATBOTS & CONVERSATIONAL AI FOR CUSTOMER ENGAGEMENT
Ms. S. YUVARANI – Sri Akilandeswari Women’s College, Wandiwash, (Affiliated to Thiruvalluvar University, Vellore).
Page No : 214-223
DOI:10.0014.MSJ.2025.V14I10(s).0086781.265193
24. IMPACT OF 5G TECHNOLOGY ON THE GROWTH OF DIGITAL COMMERCE PLATFORMS
Mrs.B.Gayathri, Mrs.S.Jayakodi – Sri Akilandeswari Women’s College, Wandiwash, (Affiliated to Thiruvalluvar University, Vellore).
Page No : 224-229
DOI:10.0014.MSJ.2025.V14I10(s).0086781.265194
25. FINTECH AND SDGS: PATHWAYS TO SUSTAINABLE IMPACT – THE FUTURE OF INDIA
Dr. Sakthi Priya K – Rangarajan Sagunthala Institute of Science and Technology, Avadi, Chennai.
Page No : 230-240
DOI:10.0014.MSJ.2025.V14I10(s).0086781.265195
26. ADOPTION OF ROBOTIC PROCESS AUTOMATION (RPA) IN BACKOFFICE BANKING OPERATIONS
G.Divya – Sri Akilandeswari Women’s College, Wandiwash.
Page No : 241-246
DOI:10.0014.MSJ.2025.V14I10(s).0086781.265196
27. FINTECH STARTUPS AND ENTREPRENEURSHIP
Dr.M.R. HEMAMALINI – Dwarak Doss Goversdhan Doss Vaishnav College, Arumbakkam, Chennai.
Page No : 247-250
DOI:10.0014.MSJ.2025.V14I10(s).0086781.265197
28. THE ROLE OF EMPLOYEE ENGAGEMENT IN SHAPING ORGANIZATIONAL CULTURE
Dr. V. Murugan, G. Karthikeyan – Rajeswari Vedachalam Government Arts College, Chengalpattu.
Page No : 251-257
DOI:10.0014.MSJ.2025.V14I10(s).0086781.265198
29. A STUDY ON FACTORS INFLUENCING CUSTOMER BEHAVIOUR AND SATISFACTION TOWARDS E-COMMERCE IN TIRUPATTUR DISTRICT
Dr. T. BHARATHI, Dr. N. KARPAGAM – D.K.M. College for Women (Autonomous), Vellore., Marudhar Kesari Jain College for Women (Autonomous), Vaniyambadi.
Page No : 258-264
DOI:10.0014.MSJ.2025.V14I10(s).0086781.265199
30. IMPACT OF TECHNOLOGY ON STRESS MANAGEMENT PRACTICES OF COLLEGE STUDENTS IN DHARMAPURI DISTRICT
Dr.M. RAJMENAKA – Government Arts and Science College, Natramballi.
Page No : 265-271
DOI:10.0014.MSJ.2025.V14I10(s).0086781.265200
31. SMART INVESTMENT DECISIONS THROUGH DIGITISATION: INSIGHTS FROM HOUSEHOLD FINANCIAL PLANNING IN VELLORE CITY
Dr.M. DEEPA – Muthurangam Govt. Arts College (Autonomous), Vellore, (Affiliated to Thiruvalluvar University, Vellore).
Page No : 272-278
DOI:10.0014.MSJ.2025.V14I10(s).0086781.265201
32. THE IMPACT OF TECHNOLOGICAL INNOVATION ON SUSTAINABLE AGRICULTURAL PRACTICES IN VELLORE DISTRICT
Dr.V. GUNASEKARAN – Voorhees College, Vellore, (Affiliated to Thiruvalluvar University, Vellore).
Page No : 279-286
DOI:10.0014.MSJ.2025.V14I10(s).0086781.265202
33. DIGITAL BANKING AND FINANCIAL INCLUSION: A STUDY ON OPPORTUNITIES AND CHALLENGES
Mr. D. DARUN GANESH & Ms. G. JAYADHARANI, Dr. J.P. EVELYN FREEDA – Voorhees College, Vellore, (Affiliated to Thiruvalluvar University, Vellore).
Page No : 287-293
DOI:10.0014.MSJ.2025.V14I10(s).0086781.265203
34. DIGITAL LITERACY AS A TOOL FOR RURAL WOMEN’S EMPOWERMENT IN TAMIL NADU – A STUDY
Mrs. J. AMMU, Dr. V.P. PRINCE PRABAKARAN – S.S. Govt. Arts College, Tiruttani., Voorhees College, Vellore.
Page No : 294-300
DOI:10.0014.MSJ.2025.V14I10(s).0086781.265204
35. JOB SATISFACTION AND PROFESSIONAL PERFORMANCE IN THE HEALTHCARE SECTOR THROUGH ICT: A STUDY IN VELLORE DISTRICT
Mrs.D. RAJA LAKSHMI, Dr.J. SIVA KUMAR – Annamalai University, Annamalainagar.
Page No : 301-307
DOI:10.0014.MSJ.2025.V14I10(s).0086781.265205
36. IMPACT OF DIGITAL MARKETING ON CONSUMER BEHAVIOUR AND EFFECTIVENESS OF AYURVEDIC AND HERBAL PRODUCTS IN VELLORE DISTRICT
Mrs. K. LAVANYA, Dr. S. MURUGAN – Voorhees College, Vellore, (Affiliated to Thiruvalluvar University, Vellore).
Page No : 308-315
DOI:10.0014.MSJ.2025.V14I10(s).0086781.265206
37. EXPLORING THE ROLE OF DIGITALISATION IN ENHANCING SUSTAINABLE TOURISM MARKETING AT SPIRITUAL SITES IN VELLORE DISTRICT
Mr. M. SUDHAKAR, Dr. S. MURUGAN – Voorhees College, Vellore, (Affiliated to Thiruvalluvar University, Vellore).
Page No : 316-323
DOI:10.0014.MSJ.2025.V14I10(s).0086781.265207
38. TRANSFORMING COMMERCE THROUGH AI:A STUDY OF STRATEGIC SHIFTS IN VELLORE DISTRICT
Ms.S. DEVIPRIYA, Dr. S. MURUGAN – Voorhees College, Vellore, (Affiliated to Thiruvalluvar University, Vellore).
Page No : 324-334
DOI:10.0014.MSJ.2025.V14I10(s).0086781.265208
39. THE ROLE OF TECHNOLOGICAL ADVANCEMENTS IN SHAPING BRAND AWARENESS AND REPEAT PURCHASE DECISIONS IN VELLORE CITY
Mr. T. KIRUBAKARAN, Dr.S. MURUGAN – Voorhees College, Vellore, (Affiliated to Thiruvalluvar University, Vellore).
Page No : 335-341
DOI:10.0014.MSJ.2025.V14I10(s).0086781.265209
40. DIGITAL TRUST AND CONSUMER LOYALTY IN ONLINE SHOPPING: A BEHAVIOURAL STUDY IN VELLORE DISTRICT
Mr.T. RAJESH, Dr.A. GNANAVEL – Voorhees College, Vellore, (Affiliated to Thiruvalluvar University, Vellore).
Page No : 342-349
DOI:10.0014.MSJ.2025.V14I10(s).0086781.265210
41. THE ROLE OF DIGITAL MARKETING IN SHAPING RURAL WOMEN’S EMPOWERMENT IN VELLORE DISTRICT
Mrs.D. RAJAKUMARI, Dr.A. GNANAVEL – Voorhees College, Vellore, (Affiliated to Thiruvalluvar University, Vellore).
Page No : 350-356
DOI:10.0014.MSJ.2025.V14I10(s).0086781.265211
42. CONSUMER ATTITUDES AND ECONOMIC IMPLICATIONS OF ONLINE FOOD ORDERING IN RANIPET DISTRICT
Mrs.J. ARCHANA, Dr.A. GNANAVEL – Voorhees College, Vellore, (Affiliated to Thiruvalluvar University, Vellore).
Page No : 357-363
DOI:10.0014.MSJ.2025.V14I10(s).0086781.265212
43. EFFECT OF DIGITAL TRANSFORMATION ON THE MARKET FOR ORGANIC AND ECO-FRIENDLY PRODUCTS IN VELLORE DISTRICT
Mr. S. SAMUEL PAUL, Dr. S. G. SAMUEL COLLINSON – Voorhees College, Vellore, (Affiliated to Thiruvalluvar University, Vellore).
Page No : 364-370
DOI:10.0014.MSJ.2025.V14I10(s).0086781.265213
44. EXPLORING TECHNOLOGY-DRIVEN STRATEGIES TO PROMOTE CONSUMER ADOPTION OF ORGANIC FARMING PRODUCTS IN THIRUVANNAMALAI DISTRICT
Mrs. M. BARANI, Dr. S. G. SAMUEL COLLINSON – Voorhees College, Vellore, (Affiliated to Thiruvalluvar University, Vellore).
Page No : 371-378
DOI:10.0014.MSJ.2025.V14I10(s).0086781.265214
45. BRIDGING INNOVATION AND TRADITION: ADOPTION OF EXOTIC POULTRY BREEDS IN SMALL-SCALE FARMS OF THIRUVANNAMALAI DISTRICT
Mrs. P. RAMYA, Dr. S. G. SAMUEL COLLINSON – Voorhees College, Vellore, (Affiliated to Thiruvalluvar University, Vellore).
Page No : 379-385
DOI:10.0014.MSJ.2025.V14I10(s).0086781.265215
46. APPLICATION OF MODERN TOOLS TO SOLVE PROBLEMS IN THE LEATHER INDUSTRIES OF RANIPET DISTRICT
Mrs.P. RANJANI MONISHA, Dr. C. GNANLIN SHINY – Voorhees College, Vellore, (Affiliated to Thiruvalluvar University, Serkkadu, Vellore Dt. Tamil Nadu).
Page No : 386-392
DOI:10.0014.MSJ.2025.V14I10(s).0086781.265216
47. PARASOCIAL INTERACTIONS AND DIGITAL CONSUMERISM: AN INVESTIGATION OF GENERATION ALPHA IN VELLORE CITY, TAMIL NADU, INDIA
Dr. M. MANO – Thiruvalluvar University, Serkkadu, Vellore.
Page No : 393-404
DOI:10.0014.MSJ.2025.V14I10(s).0086781.265217
48. IMPACT OF DIGITAL PAYMENT METHODS ON FINANCIAL INCLUSION OF RURAL HOUSEHOLDS IN VELLORE DISTRICT: AN EMPIRICAL STUDY
Dr. K. VIJAYALAKSHMI, Dr. S. MURUGAN – SSS College of Arts, Science & Management, Arcot, (Affiliated to Thiruvalluvar University, Vellore)., Voorhees College, Vellore, (Affiliated to Thiruvalluvar University, Vellore).
Page No : 405-412
DOI:10.0014.MSJ.2025.V14I10(s).0086781.265218
49. IMPACT OF MODERN AGRICULTURAL TECHNOLOGIES ON PADDY CULTIVATION PRACTICES IN THIRUVANNAMALAI DISTRICT
Dr. C. RAJESH – Voorhees College, Vellore, (Affiliated to Thiruvalluvar University, Vellore).
Page No : 413-419
DOI:10.0014.MSJ.2025.V14I10(s).0086781.265219
50. ENHANCEMENT OF LIVELIHOODS AND POVERTY REDUCTION THROUGH DIGITAL MARKETING AMONG WOMEN SELF-HELP GROUPS IN VELLORE DISTRICT
Dr. M. THIRUNAVUKKARASU – Muthurangam Government Arts College (Autonomous), Vellore, (Affiliated to Thiruvalluvar University, Vellore).
Page No : 420-427
DOI:10.0014.MSJ.2025.V14I10(s).0086781.265220