International Journal of Commerce and Management Research Studies (IJCMRS)
The International Journal of Commerce and Management Research Studies (IJCMRS) stands as a beacon of knowledge and innovation in the field of commerce and management. Designed as a platform for researchers, scholars, and practitioners to showcase their groundbreaking research and dynamic insights, IJCMRS exemplifies excellence in academic publishing. With a commitment to fostering dialogue and driving forward the frontiers of knowledge, IJCMRS provides a space for rigorous empirical studies, theoretical advancements, and practical applications in the realm of commerce and management. Drawing upon a global network of contributors and reviewers, the journal ensures a diverse range of perspectives and methodologies are represented, offering readers a comprehensive and nuanced view of contemporary issues in the field. This journal adheres to the policies and ethical standards prescribed by the UGC-CARE. As a platform for cutting-edge research, IJCMRS invites submissions that explore emerging trends, innovative practices, and critical challenges facing the world of commerce and management. By facilitating cross-disciplinary collaboration and fostering a culture of intellectual curiosity, the journal seeks to push the boundaries of traditional scholarship and inspire new avenues for exploration. In a rapidly evolving and interconnected world, IJCMRS stands as a vital resource for scholars, practitioners, and students seeking to stay at the forefront of the latest developments in commerce and management. With a commitment to excellence, integrity, and intellectual rigor, the journal is dedicated to advancing knowledge and driving innovation in the field. Title International Journal of Commerce and Management Research Studies(IJCMRS) Frequency Quarterly ISSN(ONLINE) 3049-1908 ISSN(PRINT) XXXX Publisher Eduschool Academic Research and Publishers Chief Editor Dr. M.M.Bagali Copyright Eduschool Academic Research and Publishers Starting Year 2024 (Online) 2025 (Print) Subject Business Management Language English Publication Format Online & Print Phone No 0484-2929383 Email Id info@eduresearchpublication.com, ex_editor@eduresearchpublication.com Website www.eduresearchpublication.com Address Eduschool Academic Research and Publishers Airport Road, Nayathode Kavala, Angamaly -72, Kerala, India. Submission Link www.eduresearchjournal.com/index.php/ijcmrs/sub
Eduschool Academic Research and Publishers
The forthcoming issue of the International Journal of Commerce and Management Research Studies (IJCMRS) presents a diverse collection of scholarly contributions that examine emerging transformations in global commerce, financial systems, consumer behavior, and management practices. The articles included in this issue collectively emphasize the growing influence of digital technologies, sustainability considerations, and evolving institutional frameworks shaping contemporary business environments across developing and emerging economies. A central theme across several contributions is the transformative role of digital innovation in enhancing economic participation and operational efficiency. One study investigates the impact of digital payment systems on financial inclusion among small and medium enterprises, highlighting improvements in credit access, banking relationships, and financial resilience. Another article explores the influence of e-commerce adoption on revenue growth among women-owned micro-enterprises in Sub-Saharan Africa, underscoring the role of digital platforms in expanding market reach and empowering underserved entrepreneurs. Additionally, research on blockchain technology adoption in trade finance provides empirical evidence on its capacity to reduce transaction processing time, minimize discrepancies, and strengthen inter-firm trust in cross-border trade environments.
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Tax Compliance Behavior Among Gig Economy Workers in Developing Countries: The Interplay of Tax Morale, Institutional Trust, and Digital Tax Administration
The rapid expansion of digital platform-mediated gig work has created a structurally novel compliance challenge for tax administrations in developing countries, as millions of self-employed individuals earning income through ride-hailing, freelance, delivery, and domestic services platforms generate taxable income that falls largely outside the third-party withholding frameworks that anchor compliance in formal employment. This study investigates the determinants of voluntary tax compliance behavior among gig economy workers in Mexico, Morocco, and Bangladesh, integrating the Slippery Slope Framework of Kirchler with tax morale theory and behavioral public finance to develop a model in which institutional trust, perceived power of authority, tax morale, and digital tax administration quality jointly determine compliance behavior. Using a vignette-based survey experiment administered to 541 active gig workers, supplemented by 32 in-depth interviews, the study employs ordered logistic regression and structural equation modeling to estimate the relative effects of voluntary and enforced compliance pathways. Results indicate that tax morale exerts the strongest effect on compliance intention (beta = 0.52, p < 0.001), followed by trust in tax authority (beta = 0.38, p < 0.001), digital tax administration quality (beta = 0.34, p < 0.001), and perceived audit probability (beta = 0.27, p < 0.01). Income transparency, generated by digital platform payment records, moderates the compliance-intention-behavior gap. Country-level institutional environment significantly moderates all structural relationships. The study contributes to the behavioral tax compliance literature and offers targeted recommendations for revenue authorities seeking to extend the fiscal reach of digital taxation to the growing gig workforce.
Influencer Credibility, Brand Trust, and Impulsive Purchase Intention in Social Commerce: A Cross-Generational Investigation Across Emerging Markets
Social commerce platforms integrating peer recommendation, influencer content, and seamless in-app purchasing have fundamentally restructured consumer decision-making processes across emerging markets, where mobile-first internet adoption and youthful demographic profiles amplify the behavioral reach of influencer-mediated commerce. Despite rapid market growth, the mechanisms through which influencer credibility translates into brand trust, and subsequently into impulsive purchase intention, remain incompletely theorized and insufficiently tested across generational cohorts and cultural contexts in developing economies. This study develops and tests an integrated model grounded in the Elaboration Likelihood Model, Source Credibility Theory, and Stimulus-Organism-Response framework to examine how influencer expertise, trustworthiness, and parasocial relationship intensity shape brand trust and impulsive purchase intention among Generation Z and Millennial consumers in Egypt, Indonesia, and Nigeria. Drawing on survey data from 624 active social commerce users and employing covariance-based structural equation modeling (CB-SEM) with multi-group analysis, the study finds that influencer trustworthiness exerts the strongest effect on brand trust (beta = 0.49, p < 0.001), which fully mediates the relationship between all influencer credibility dimensions and impulsive purchase intention. Parasocial relationship intensity significantly moderates the trustworthiness-brand trust relationship (beta = 0.26, p < 0.01). Generation Z consumers demonstrate significantly stronger parasocial relationship effects than Millennials, while cultural tightness-looseness moderates the relative weight of expertise versus trustworthiness pathways across the three national samples. The study contributes to social commerce, consumer behavior, and influencer marketing literatures and offers actionable recommendations for brand managers, platform operators, and marketing regulators in emerging market contexts.
Supply Chain Finance Adoption, Working Capital Efficiency, and Firm Profitability Among Manufacturing SMEs: Panel Evidence from Southeast Asia
Supply chain finance (SCF) represents a rapidly expanding set of financial instruments and platforms designed to optimize liquidity distribution across buyer-supplier networks by leveraging anchor buyer creditworthiness to extend affordable financing to supply chain participants. Despite its growing commercial prominence and its theoretical promise as a solution to working capital constraints facing manufacturing small and medium enterprises (SMEs) in developing economies, rigorous empirical evidence on the firm-level performance outcomes of SCF adoption among SMEs remains limited. This study employs a balanced panel dataset of 341 manufacturing SMEs across Thailand, Indonesia, and the Philippines over eight fiscal years from 2016 to 2023 to examine the relationship between SCF adoption, cash conversion cycle efficiency, and return on assets. Two-way fixed effects panel regression, augmented by instrumental variable estimation and dynamic GMM to address endogeneity and persistence in working capital outcomes, constitutes the primary analytical method. Results indicate that SCF adoption is associated with a statistically significant reduction in the cash conversion cycle of 18.4 days (p < 0.001) and an improvement in return on assets of 2.3 percentage points (p < 0.01). Buyer relationship quality, SCF platform digital maturity, and anchor buyer credit rating positively moderate the performance effects of SCF adoption. Qualitative evidence from 28 semi-structured interviews with SCF program managers and SME finance directors illuminates the operational mechanisms through which these gains are realized and identifies persistent barriers including collateral-free financing skepticism and platform interoperability limitations. The study contributes to the supply chain finance, working capital management, and SME finance literatures and offers actionable recommendations for banks, fintech SCF providers, and trade finance policymakers in the ASEAN region.
Green Finance Literacy, Environmental Attitudes, and Sustainable Investment Behavior among Retail Investors in Emerging Economies: A Cross-National Structural Analysis
The global green finance market surpassed USD 1 trillion in annual issuance in 2023, yet retail investor participation in environmentally sustainable financial instruments remains disproportionately concentrated in high-income economies. Understanding the behavioral and attitudinal determinants of sustainable investment decisions among retail investors in emerging markets is therefore a matter of both academic and policy urgency. This study examines the influence of green finance literacy, environmental attitudes, and perceived green investment risk on sustainable investment behavior among retail investors in India, South Africa, and Vietnam. Drawing on the Theory of Planned Behavior and the Value-Belief-Norm framework, a conceptual model is developed and tested using partial least squares structural equation modeling (PLS-SEM) on data collected from 596 retail investors. The measurement model demonstrates satisfactory reliability and validity across all constructs. Results reveal that green finance literacy exerts the strongest direct effect on sustainable investment behavior (beta = 0.48, p < 0.001), followed by environmental attitude (beta = 0.34, p < 0.001) and subjective norms (beta = 0.27, p < 0.01). Perceived green investment risk exerts a significant negative effect (beta = -0.31, p < 0.001). Income level and prior investment experience positively moderate the literacy-behavior relationship. Country-level invariance testing confirms partial metric invariance, with India and South Africa showing stronger literacy effects than Vietnam. The findings advance the behavioral green finance literature and offer targeted implications for financial regulators, investment platforms, and sustainability-oriented investor education programs.
Blockchain Technology Adoption in Trade Finance: Implications for Cross-Border Transaction Efficiency and Trust Among Emerging Market Enterprises
Cross-border trade finance remains one of the most friction-intensive domains of international commerce, characterized by documentary redundancies, prolonged settlement cycles, and persistent trust deficits among counterparties operating across heterogeneous legal and institutional environments. Blockchain technology, with its properties of immutability, distributed consensus, and programmable smart contracts, has been widely proposed as a structural solution to these inefficiencies. Yet rigorous empirical evidence on whether and how blockchain adoption translates into measurable efficiency and trust gains for enterprises in emerging markets remains limited. This study employs a longitudinal panel design spanning 36 months to examine blockchain adoption outcomes among 284 export-oriented enterprises in South Africa, India, and Taiwan. Difference-in-differences estimation with firm fixed effects is used to isolate the causal effect of blockchain platform adoption on three outcomes: trade document processing time, letter of credit discrepancy rates, and inter-firm trust scores. Results indicate that blockchain adoption reduces average document processing time by 61.4% (p < 0.001), letter of credit discrepancy rates by 44.2% (p < 0.001), and significantly improves inter-firm trust scores (Cohen's d = 0.79). Interoperability constraints, legacy system integration costs, and regulatory uncertainty are identified as primary barriers to scaling adoption. The study contributes to the nascent empirical literature on blockchain in trade finance and offers actionable recommendations for enterprises, financial intermediaries, and trade facilitation bodies.
E-Commerce Adoption and Its Effect on Revenue Growth Among Women-Owned Micro-Enterprises: A Multi-Regional Study in Sub-Saharan Africa
Women-owned micro-enterprises represent a significant segment of the informal and semi-formal commercial landscape in Sub-Saharan Africa, yet they remain disproportionately excluded from the growth opportunities afforded by digital commerce. This study investigates the extent to which e-commerce adoption influences revenue growth, market reach, and business sustainability among women-owned micro-enterprises in Nigeria, Ghana, and Senegal. A convergent parallel mixed-methods design was employed, combining quantitative survey data from 518 women entrepreneurs with qualitative data from 30 focused group discussions. Multiple regression analysis, propensity score matching, and cross-case thematic analysis were deployed to analyze the data. Results indicate that e-commerce adoption is associated with a statistically significant increase in monthly revenue (mean difference = 34.7%, p < 0.001) and an expanded customer base extending beyond local geographic boundaries. Social capital, smartphone ownership, and access to reliable logistics services emerged as significant enabling conditions. Barriers including platform transaction fees, internet affordability, and gender-specific social norms were found to attenuate adoption benefits. The study contributes empirical evidence at the intersection of gender, digital commerce, and enterprise development, with implications for inclusive economic policy in the African Continental Free Trade Area context.
The Impact of Digital Payment Systems on Financial Inclusion: Evidence from Small and Medium Enterprises in Developing Economies
The rapid proliferation of digital payment systems has fundamentally altered the financial landscape of developing economies, offering novel pathways to financial inclusion for previously underserved populations. This study examines the relationship between digital payment adoption among small and medium enterprises (SMEs) and their access to formal financial services in India, Kenya, and Vietnam. Employing a mixed-methods research design, the study gathered quantitative data from 432 SME owners through structured questionnaires and qualitative insights from 24 in-depth interviews. Structural equation modeling (SEM) and thematic analysis were used to analyze the data. Findings reveal that digital payment adoption significantly improves SMEs' credit access (beta = 0.61, p < 0.001), banking relationships (beta = 0.47, p < 0.01), and overall financial resilience. Regulatory environment and digital literacy were found to be significant moderating variables. The study contributes to financial inclusion discourse by providing cross-country empirical evidence and practical recommendations for policymakers, fintech providers, and financial institutions.
The International Journal of Commerce and Management Research Studies (IJCMRS) is pleased to present this issue, which brings together a compelling collection of research exploring how digital transformation, sustainability, and ethical practice are reshaping contemporary business and economic life. The articles in this volume reflect a world in transition. Studies on e-commerce and digital payments highlight how technology is redefining consumer behavior, expanding market access, and opening new pathways for financial inclusion, particularly across emerging economies. Equally significant is the examination of small and medium enterprises, where digital adoption emerges not only as an engine for growth but also as a space marked by structural challenges, capability gaps, and uneven opportunities.
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Empirical Validation of an Ethical Branding Heuristics Index (EBHI) for AI Marketing
The proliferation of artificial intelligence in marketing practices has intensified consumer concerns regarding ethical implications, yet no validated instrument exists to systematically measure consumer perceptions of AI ethics in branding contexts. This study develops and empirically validates an Ethical Branding Heuristics Index (EBHI) through a mixed-methods approach combining exploratory factor analysis, confirmatory factor analysis, and multiple regression modeling across three industry sectors (technology, retail, and financial services). Data from 1,247 consumers revealed a five-factor structure encompassing Transparency Perception (α = .89), Algorithmic Fairness Concern (α = .86), Data Privacy Assurance (α = .91), Human Agency Preservation (α = .84), and Outcome Accountability (α = .87). Cross-industry validation demonstrated strong predictive validity for brand trust (R² = .67), purchase intention (R² = .54), and brand advocacy (R² = .61). The EBHI provides marketing practitioners and researchers with a psychometrically robust tool for assessing and predicting consumer ethical perceptions in AI-enabled branding contexts, contributing to the emerging field of algorithmic marketing ethics.
Impact of Digital Payment Systems on Consumer Behavior and Financial Inclusion
This study investigates the impact of digital payment systems on consumer behavior and financial inclusion in emerging economies over the period 2018-2024. Utilizing a mixed-methods approach combining quantitative analysis of transaction data from major digital payment platforms with qualitative surveys of 2,500 consumers across five emerging markets (India, Brazil, Nigeria, Indonesia, and Kenya), we examine the adoption patterns, behavioral shifts, and financial inclusion outcomes associated with digital payment adoption. The study employs the Technology Acceptance Model (TAM) extended with perceived risk and trust constructs, alongside panel data regression analysis to identify determinants of adoption and usage intensity. Our findings reveal that perceived ease of use, trust in digital platforms, and smartphone penetration are the strongest predictors of digital payment adoption, explaining 68% of variance in adoption rates. The results demonstrate significant improvements in financial inclusion metrics, with digital payment users showing 45% higher savings rates and 32% greater access to formal credit compared to non-users. Furthermore, the study identifies a transformation in consumer spending patterns, with digital payment users exhibiting more frequent but smaller transactions and increased participation in e-commerce activities. The COVID-19 pandemic served as a significant accelerator, with adoption rates increasing by 156% during 2020-2021. These findings carry important implications for policymakers designing financial inclusion strategies, financial institutions developing digital products, and researchers studying the transformation of consumer financial behavior in the digital age.
The Role of E-commerce in SME Growth: Challenges and Opportunities
This study examines the role of e-commerce adoption in driving small and medium enterprise (SME) growth, analyzing both the opportunities and challenges faced by SMEs in the digital marketplace environment. Drawing on data from 1,850 SMEs across six countries (India, Vietnam, Thailand, Philippines, South Africa, and Mexico) collected between 2019 and 2024, the research employs a longitudinal panel data approach combined with qualitative case studies to understand the mechanisms through which e-commerce influences firm performance. The analytical framework integrates the Resource-Based View (RBV) with dynamic capabilities theory to explain heterogeneity in e-commerce success among SMEs. Our findings reveal that e-commerce adoption is associated with a 34% average increase in annual revenue and 28% expansion in customer base, with these effects being mediated by digital marketing capabilities and supply chain integration. However, the study identifies significant challenges including digital skills gaps affecting 62% of SMEs, logistics infrastructure constraints impacting 48%, and payment system integration difficulties faced by 41% of firms. The results demonstrate that firm-level digital capabilities, particularly in data analytics and customer relationship management, moderate the relationship between e-commerce adoption and performance outcomes. Furthermore, ecosystem factors including platform support services, access to digital financing, and government digital initiatives significantly influence SME success in e-commerce. These findings provide actionable insights for SME managers developing digital strategies, platform operators designing SME support programs, and policymakers crafting inclusive digital economy policies.
Corporate Social Responsibility and Firm Performance: Evidence from Emerging Markets
This study investigates the relationship between Corporate Social Responsibility (CSR) activities and firm financial performance in emerging markets, examining the moderating roles of institutional quality, industry characteristics, and stakeholder salience. Utilizing a comprehensive panel dataset of 2,450 publicly listed firms across twelve emerging economies (Brazil, Russia, India, China, South Africa, Mexico, Indonesia, Turkey, Poland, Thailand, Malaysia, and Philippines) over the period 2012-2023, we employ multiple econometric approaches including fixed-effects regression, system GMM, and propensity score matching to establish robust causal inferences. CSR performance is measured using ESG ratings from multiple data providers and supplemented with content analysis of sustainability reports. Our findings reveal a significant positive relationship between aggregate CSR performance and financial outcomes (ROA, Tobin's Q, and stock returns), with environmental and social dimensions showing stronger effects than governance in emerging market contexts. The relationship exhibits significant non-linearity, with optimal CSR investment levels varying by firm size and industry. Importantly, institutional quality moderates this relationship, with stronger CSR-performance links in countries with better regulatory enforcement and stakeholder awareness. Industry-level analysis reveals that the CSR-performance relationship is most pronounced in consumer-facing and environmentally sensitive industries. The study also documents a temporal lag of 2-3 years between CSR investments and financial returns, suggesting that patience is required to realize CSR benefits. These findings contribute to the ongoing debate on the business case for CSR and provide practical guidance for managers and policymakers in emerging markets seeking to integrate sustainability considerations into corporate strategy.
The Impact of E-Commerce on Consumer Buying Behavior: A Comprehensive Study of Digital Transformation in Retail
This research article examines the profound impact of electronic commerce on consumer buying behavior in the contemporary retail landscape. The study investigates how digital transformation has fundamentally altered purchasing patterns, decision-making processes, and customer expectations across various demographic segments. Utilizing a mixed-methods research approach, this study collected quantitative data from 847 respondents through structured questionnaires and qualitative insights from 45 in-depth interviews conducted across multiple geographic regions. The findings reveal that e-commerce adoption has significantly influenced consumer behavior through enhanced convenience, expanded product accessibility, price transparency, and personalized shopping experiences. Statistical analysis using multiple regression models demonstrates strong correlations between e-commerce usage frequency and changes in traditional shopping habits (r = 0.73, p < 0.001). The study further identifies key factors driving online purchasing decisions, including website usability, mobile optimization, social proof mechanisms, and secure payment infrastructure. Results indicate that 78.4% of respondents have modified their purchasing behavior due to e-commerce availability, with younger demographics (18 to 34 years) showing the highest adaptation rates. The research contributes to existing literature by providing empirical evidence of behavioral shifts and offers practical implications for retailers navigating the digital transformation. Recommendations for business practitioners include investment in omnichannel strategies, enhancement of digital customer experience, and adoption of data-driven personalization techniques.
Volatility Spillovers and Market Integration: A Dynamic Connectedness Analysis of Emerging and Developed Stock Markets (2010–2024)
This study investigates the dynamic volatility spillovers and market connectedness between emerging and developed stock markets over the period 2010–2024. Employing the Time-Varying Parameter Vector Autoregressive (TVP-VAR) model combined with the Diebold-Yilmaz connectedness framework, we analyze the magnitude, direction, and time-varying nature of volatility transmission across fifteen major stock market indices. The sample includes eight developed markets (United States, United Kingdom, Germany, France, Japan, Canada, Australia, and Switzerland) and seven emerging markets (China, India, Brazil, Russia, South Africa, Mexico, and Indonesia). Our empirical findings reveal that developed markets, particularly the United States, serve as dominant transmitters of volatility spillovers, while emerging markets predominantly act as net receivers. The total connectedness index exhibits significant time variation, with pronounced spikes during the European sovereign debt crisis, the Chinese stock market turbulence of 2015–2016, and most notably during the COVID-19 pandemic. The results demonstrate that crisis periods substantially intensify cross-market volatility linkages, reducing the benefits of international portfolio diversification precisely when they are most needed. These findings carry significant implications for international investors, portfolio managers, and policymakers seeking to understand systemic risk transmission and develop effective risk management strategies in an increasingly interconnected global financial system.
It is with great pleasure that we introduce the latest issue of the International Journal of Commerce and Management Research Studies (IJCMRS) a scholarly platform committed to advancing knowledge, innovation, and critical inquiry in the fields of commerce, management, and digital business transformation. This issue encapsulates the journal’s continuing mission to bridge academic rigor with real-world application, bringing together research that addresses pressing economic, technological, and ethical challenges confronting modern commerce.
Data Privacy and Security in E-commerce: Addressing Contemporary Challenges in Online Transaction Environments
The exponential growth of e-commerce has fundamentally transformed global retail landscapes while simultaneously creating unprecedented challenges in data privacy and security management. This paper examines the multifaceted nature of data protection challenges within e-commerce ecosystems, analyzing current threats, regulatory frameworks, and technological solutions. Through a comprehensive review of recent literature and industry reports, this study identifies key vulnerabilities in online transaction systems, evaluates the effectiveness of existing security measures, and assesses the impact of evolving privacy regulations on e-commerce operations. The analysis reveals that while technological advances have enhanced security capabilities, the increasing sophistication of cyber threats and the complexity of multi-jurisdictional compliance requirements continue to pose significant challenges. The findings suggest that effective data protection in e-commerce requires a holistic approach integrating advanced technological solutions, robust regulatory compliance, and comprehensive user education. This research contributes to the understanding of contemporary e-commerce security challenges and provides insights for developing more effective privacy protection strategies in digital commerce environments.
Designing Ethical Nudges: Aesthetic Principles for Trustworthy AI Marketing
Objective: This study investigates the design and effectiveness of ethical nudges in AI-driven marketing interfaces, examining how minimalist aesthetic principles combined with transparency cues influence consumer trust and engagement. Methods: A mixed-methods approach employing eye-tracking experiments (N=240) and UX design metrics assessed the effectiveness of ethical nudging mechanisms across three interface conditions: standard AI marketing, minimalist transparent design, and enhanced ethical nudging. Participants engaged with e-commerce platforms while eye-tracking data, trust measures, and behavioral intentions were recorded. Results: Minimalist interfaces with ethical transparency cues significantly increased consumer trust scores (M=4.21, SD=0.83) compared to standard AI marketing interfaces (M=3.14, SD=1.02), t(238)=8.94, p<.001. Eye-tracking data revealed 34% longer fixation duration on transparency elements and 28% reduction in cognitive load indicators. Implications: Findings demonstrate that aesthetic minimalism combined with ethical AI disclosure enhances trustworthy marketing relationships while maintaining commercial effectiveness. This research provides empirical foundations for developing ethical guidelines in AI marketing design.
Economic Growth and Inequality: Analyzing the Relationship Between Economic Growth, Income Inequality, and Social Mobility
This paper examines the complex relationship between economic growth, income inequality, and social mobility using a mixed-methods approach incorporating both quantitative analysis of OECD data (2000-2024) and theoretical frameworks from development economics. The research question investigates whether economic growth necessarily leads to increased income inequality and reduced social mobility, or if policy interventions can decouple these relationships. Using panel data analysis and the Great Gatsby Curve framework, findings reveal a nuanced relationship where the quality and inclusiveness of growth matter more than growth rates alone. Results indicate that while rapid economic growth can exacerbate inequality in the short term, countries with strong institutional frameworks and redistributive policies maintain higher social mobility despite growth. The study contributes to understanding how policy design can harness economic growth while preserving social mobility and reducing inequality.
Rebranding Loyalty: The Phygital Bridge of Ethical Brand Experiences
This paper examines the emerging paradigm of phygital brand experiences that integrate transparent artificial intelligence as a core component of brand identity rather than merely as a technological tool. The research question explores how brands can leverage immersive digital-physical environments where ethical AI behaviors, particularly privacy respect and transparency are experienced emotionally rather than communicated rationally. Through theoretical analysis and conceptual framework development, this study proposes that successful phygital loyalty strategies require a fundamental shift from AI as operational infrastructure to AI as experiential brand ambassador. The findings suggest that when consumers emotionally experience ethical AI behaviors through carefully designed touchpoints, brand loyalty transcends traditional transactional relationships to become deeply embedded emotional connections. The theoretical contribution lies in the integration of experiential marketing theory, digital ethics, and consumer psychology to create a new framework for understanding loyalty in the age of ambient computing. Practical implications include the development of design principles for creating immersive environments where ethical AI behaviors become tangible emotional experiences that strengthen brand-consumer relationships.
Copyright (c) 2025 Sr. S. Mary Maglin Alven (Author) https://creativecommons.org/licenses/by/4.0
Sustainability Practices in Retail Supply Chains: A Comparative Analysis of Global Brands
This study examines sustainability practices in retail supply chains across major global brands, analyzing how sustainability initiatives are implemented, measured, and communicated. Through comparative analysis of ten leading global retailers, we investigate the depth and breadth of sustainability integration throughout their supply chains. Data from corporate sustainability reports, third-party assessments, and industry benchmarks were analyzed to determine patterns of adoption, implementation challenges, and competitive advantages. Findings reveal significant variation in approach and commitment levels, with European retailers generally demonstrating more mature sustainability frameworks than their North American and Asian counterparts. The research identifies four key dimensions of supply chain sustainability implementation: supplier engagement, materials sourcing, logistics optimization, and transparency mechanisms. Results indicate that while sustainability reporting has become standard practice, substantial gaps exist between public commitments and operational implementation. A sustainability maturity model is proposed to help retailers progress from compliance-focused approaches toward transformative business models that create shared value across the supply chain. The study contributes to understanding how sustainability practices are evolving in global retail and identifies best practices that can be adopted by retailers seeking to enhance their environmental and social performance.
Copyright (c) 2025 Girish M C (Author) https://creativecommons.org/licenses/by/4.0
It is with great pleasure that we present the latest issue of the International Journal of Commerce and Management Research Studies (IJCMRS). This edition encapsulates a diverse range of contemporary research topics that reflect the dynamic and multifaceted nature of commerce and management disciplines. The articles included herein showcase the profound insights and innovative methodologies employed by researchers to address pertinent challenges and opportunities in these fields.
Unveiling the Nexus between Millets and Government Policies: A Bibliometric Mapping Approach
The Sustainable Development Goals (SDGs) consist of 17 interconnected objectives established by the United Nations (U.N.) to address critical global challenges. Aiming to eradicate poverty, protect the planet’s ecosystems, and promote peaceful societies, the SDGs strive for these outcomes by 2030. Each goal targets specific issues, encouraging countries to collaborate toward creating a sustainable and equitable future for all. Millets have progressively become crucial for accomplishing these Sustainable Development Goals (SDGs) with their distinctive qualities and advantages. Given the evolving climatic conditions and prevailing hidden hunger, proficient research and developmental attention on millet is necessary to attain food, feed, and nutrition security. With their rich content of proteins, vitamins, and minerals, millets play a significant role in addressing hidden hunger, ensuring that the audience is well-informed and aware of this crucial aspect of food security. Henceforth, no substantial review is provided for an extensive millet and food security overview. To initiate a comprehensive bibliometric analysis of the corpus of contemporary literature, this work uses a VOS viewer and Bibliometric R-package in the area of the contribution of millets and Government. To achieve this, we examined 201 documents in detail from the Scopus database to further determine the publication activities in the relevant area. Examining the subjects dealt with in this field has revealed historical development in this discipline.
The Impact of Artificial Intelligence on Financial Decision-Making: A Fintech Perspective
The integration of artificial intelligence (AI) technologies within financial technology (fintech) platforms has fundamentally transformed financial decision-making processes across institutional and consumer domains. This study examines how AI implementation influences decision quality, processing speed, and accessibility within fintech ecosystems through a mixed-methods analysis of 47 fintech platforms and 15 industry professional interviews. Primary research involved quantitative analysis of algorithmic trading systems, robo-advisors, credit scoring mechanisms, and consumer financial applications, supplemented by stakeholder interviews spanning 2020-2025. Findings indicate that AI integration significantly enhances decision speed (average improvement of 78%) and accuracy metrics, while demonstrating measurable improvements in decision quality through reduced error rates (27% to 13%) and enhanced predictive accuracy. However, results reveal critical challenges including algorithmic bias (1.3 percentage point interest rate differential for African American applicants), regulatory compliance complexities, and digital divide concerns affecting financial inclusion. The study contributes to understanding AI's transformative role in financial services while highlighting necessary considerations for sustainable implementation.
Copyright (c) 2025 Evin Varghese (Author) https://creativecommons.org/licenses/by/4.0
Consumer Perception and Brand Loyalty: The Role of Ethical Marketing in the Digital Age - A Structural Equation Modeling Approach
This research examines the impact of ethical marketing practices on consumer perception and brand loyalty in the contemporary digital marketplace through a comprehensive quantitative analysis. As businesses increasingly operate in virtual environments characterized by transparency and rapid information dissemination, ethical considerations have gained prominence in marketing strategies. Using a robust structural equation modeling approach with survey data from 487 consumers across diverse demographics, this study investigated the relationship between perceived ethical marketing practices, consumer trust, and subsequent brand loyalty. The measurement model demonstrated excellent psychometric properties with all constructs showing strong reliability (CR > 0.80) and validity. The findings reveal a significant positive relationship between ethical marketing practices and enhanced brand perception (β = 0.74, p < 0.001), with trust serving as a critical mediating variable (β = 0.67, p < 0.001). Digital platforms were found to amplify both the benefits of ethical marketing and the repercussions of ethical transgressions, with social media engagement moderating this effect significantly (β = 0.37, p < 0.001). The study identifies four key dimensions of digital ethical marketing that most strongly predict brand loyalty: transparency (β = 0.42), data privacy practices (β = 0.38), environmental sustainability communications (β = 0.29), and social responsibility initiatives (β = 0.26). These findings contribute to the theoretical understanding of consumer-brand relationships in digital contexts and provide empirical evidence for organizations seeking to build sustainable brand loyalty through ethical marketing practices.
Copyright (c) 2025 Bharathi (Author) https://creativecommons.org/licenses/by/4.0
Pre-Owned Car Market in Kerala: Trends, Challenges, And Future Prospects in A Post-Pandemic Economy
This research paper examines the evolving dynamics of Kerala's pre-owned car market, with a particular focus on economic factors in the post-pandemic period. Through analysis of secondary data from government reports, industry publications, and market surveys, this study identifies key trends, challenges, and future prospects within this significant segment of Kerala's economy. Findings reveal a substantial shift in preferences toward pre-owned cars, influenced by economic uncertainties, changing mobility needs, digital transformation of market operations, and environmental considerations. The research further explores the market's response to these changes, including the emergence of organized retail channels, adoption of digital platforms, and integration of value-added services. This study contributes to the understanding of regional automotive markets and provides actionable insights for industry stakeholders navigating the evolving landscape of pre-owned car commerce in Kerala.
Copyright (c) 2025 Remesh N, Shanmugam N (Author) https://creativecommons.org/licenses/by/4.0
Comparative Analysis of Fee Structures in Online and Distance Education: A Study of Mahatma Gandhi University and Select Indian Universities
This comparative report presents a comprehensive analysis of the fee structures and key features of online and distance education programmes offered by Mahatma Gandhi University (MGU) and other prominent Indian universities. The study focuses on six academic programmes—MBA, M.A. in English, B. Com (Honours), M. Com, BA and BBA—each analysed across multiple institutions to highlight variations in cost, delivery modes, specialization options, and learner support systems. The report is intended to guide prospective students in selecting appropriate programmes based on financial considerations, learning preferences, and academic goals. Findings reveal that while MGU offers regionally accessible and moderately priced programmes with quality academic support, institutions like IGNOU and Annamalai University remain leaders in affordability. Conversely, private universities such as Amity and LPU Online offer premium services at higher costs. The report concludes that aligning institutional offerings with student priorities—such as cost-effectiveness, infrastructure, or specialization—is essential in optimizing the value of higher education pursued through flexible learning modes. The methodology employed includes a comparative analysis based on secondary data, primarily sourced from official university websites, and programmes brochures. The entire report has been prepared using AI tools to synthesize the findings.
Copyright (c) 2025 Ismail Thamarasseri (Author) https://creativecommons.org/licenses/by/4.0
We are delighted to present this edition of the International Journal of Commerce and Management Research Studies (IJCMRS), which showcases thought-provoking research at the intersection of commerce, management, technology, and policy. The articles featured in this issue reflect the journal's commitment to advancing contemporary academic thought while addressing the rapidly changing dynamics of the global economic and organizational landscape.
Copyright (c) 2025 Dr. M M Bagali (Author) https://creativecommons.org/licenses/by/4.0
Cryptocurrency as an Investment Avenue: Risk, Returns, and Regulatory Challenges
This study examines cryptocurrency as an emerging investment asset class, analyzing its risk-return characteristics and regulatory environment. Using data from 2016 to 2024, we evaluate Bitcoin, Ethereum, and a diversified crypto portfolio against traditional asset classes. Our findings reveal that cryptocurrencies demonstrate significantly higher returns (mean annual return of 112.7% for Bitcoin) coupled with extreme volatility (annualized standard deviation of 78.4%). Correlation analysis shows that cryptocurrencies maintain low correlation with traditional assets (r = 0.21 with S&P 500), supporting their role in portfolio diversification despite high intra-class correlation. The research identifies four primary risk categories affecting crypto investments: technical vulnerabilities, market concentration, liquidity constraints, and regulatory uncertainty. Regulatory analysis across key jurisdictions reveals a fragmented landscape transitioning from ambiguity to structured oversight. We propose a regulatory equilibrium framework that balances investor protection with innovation and market efficiency. This study concludes that cryptocurrencies represent a high-risk, potentially high-reward component within diversified portfolios, with their optimal allocation heavily dependent on investor risk tolerance and regulatory evolution.
Employee Benefit Systems and Organizational Efficiency in Kerala's Public Sector Undertakings: A Systematic Review and Critical Analysis
This study examines the critical relationship between employee benefit systems and organizational efficiency in Public Sector Undertakings (PSUs) in Kerala, India. Through comprehensive analysis of comparative compensation structures, benefit systems, and behavioral outcomes, the research identifies significant disparities between PSU and State Government employees while establishing clear linkages between benefit systems and organizational performance indicators. The findings reveal that well-designed benefit packages significantly impact employee satisfaction, productivity, commitment, and retention rates, ultimately enhancing organizational efficiency. The study further demonstrates that supportive work environments moderate the relationship between benefits and performance outcomes, amplifying positive impacts when aligned with employee needs and organizational goals. This research contributes to management theory by integrating economic and behavioral perspectives on compensation systems while offering practical insights for policymakers and PSU management on optimizing benefit structures. The conclusion highlights the strategic importance of holistic benefit systems that balance financial and non-financial incentives within Kerala's unique socioeconomic context.
Copyright (c) 2025 Balakrishnan.A, KVM Varambally (Author) https://creativecommons.org/licenses/by/4.0