COMMERCE RESEARCH REVIEW

E-commerce Adoption and Small Business Performance: A Study of Digital Marketing Strategies, Online Customer Engagement and Technology Infrastructure

Thu, 21 Dec 2023 00:00:00 +0530

In the dynamic landscape of e-commerce, small businesses face a multitude of challenges and opportunities. This manuscript
explores the intricate relationships between three key independent variables: Digital Marketing Strategies, Online Customer
Engagement, Technology Infrastructure, and the dependent variable, Small Business Performance in e-commerce. Through a
quantitative approach, we investigate the impact of these variables on the success of small businesses operating in the digital
marketplace. Our analysis reveals that each of the independent variables, Digital Marketing Strategies, Online Customer
Engagement, and Technology Infrastructure, exhibits a statistically significant positive relationship with Small Business
Performance in e-commerce. Small businesses that effectively implement digital marketing strategies, actively engage with
customers online, and maintain robust technology infrastructure are more likely to experience improved e-commerce performance.
These findings underscore the interrelated nature of these factors and emphasize the need for a holistic approach to e-commerce
success.
The study's results carry practical implications for small business owners and e-commerce practitioners, suggesting that a
comprehensive strategy that considers these variables simultaneously is essential for thriving in the competitive digital landscape.
By investing in digital marketing, nurturing customer relationships, and prioritizing technology infrastructure, small businesses can
enhance their e-commerce performance, achieve increased revenue, and expand their market presence. This research contributes to
a deeper understanding of the complex dynamics of small business success in e-commerce, offering valuable insights for decision-makers and stakeholders in the digital marketplace. The findings pave the way for evidence-based strategies and a holistic approach to small business performance enhancement in the digital age.

Unlocking Digital Marketing Potential: Harnessing Big Data for Strategic Insight and Competitive Advantage

Kartikeya Singh, Veeresh Tripathi — Thu, 21 Dec 2023 00:00:00 +0530

The rapid evolution of the digital landscape has transformed the way businesses engage with their audience. At the heart of this
transformation lies big data, an invaluable resource that has redefined digital marketing. This paper explores the significant role of big
data in unlocking the potential of digital marketing. It delves into how businesses collect and analyse big data, emphasizing data sources
and analytics tools. The strategic implications of harnessing big data in digital marketing are discussed, highlighting segmentation and
targeting, content personalization, real-time optimization, and data-driven decision-making. Moreover, the paper underscores the
competitive advantage that businesses gain through big data, focusing on customer-centric marketing, real-time adaptation, optimized
resource allocation, data-driven decision-making, and anticipating market shifts. In the ever-changing digital landscape, the ability to
harness big data is more than just a data-driven evolution; it's the key to establishing a profound and sustained competitive edge.

Financial Wellness on Campus: Interlinkages between Financial Knowledge, Behaviour and Decision-making among College Students

Anjali Kushwaha, Tirthraj Singh — Thu, 21 Dec 2023 00:00:00 +0530

Given the growing significance of financial literacy as a vital life skill, it is essential to understand how students handle their
financial situations. This study examines the intricate interconnections among financial knowledge, behaviour, and financial
decision-making confidence among college students. The study is descriptive in nature and uses quantitative data for analysis.
The findings of the study reveal a notable imbalance between the acquisition of financial knowledge and its utilization in their
financial behaviour. While students exhibit a satisfactory comprehension of financial concepts, they do not consistently
implement this knowledge in their everyday financial choices and actions. The research highlights the importance of bridging
the gap between theoretical understanding of finance and actual application. A lack of confidence was found among students in
their financial capabilities which may account for the disparities between their financial knowledge and their actual financial
behaviours. This emphasizes the need of not only teaching financial literacy but also fostering students' confidence in their ability
to make wise financial decisions. The research findings of this study provide valuable insights for educational and financial
institutions seeking to equip college students with the not only necessary knowledge but also develop skills and attitudes to boost
their confidence so as to achieve financial stability and success in the future.

The Entrepreneurial Mind: Unraveling Psychological Drivers

Anjali Kushwaha, Anju Singh — Thu, 21 Dec 2023 14:08:33 +0530

Entrepreneurship is important for economic growth of any nation as it contributes to job and enterprise creation which drives
the engine of economic development. Skill development is a precursor to entrepreneurship development. Studies suggest that
all those who possess/acquire skills may not necessarily use it for economic gains. Entrepreneurship occurs when acquired
skills are used for innovative and economically gainful activities. Research on entrepreneurship indicate that there are certain
external and internal factors that are responsible for translation of entrepreneurial skills into entrepreneurial behaviour. This
study was conducted with the objective to identify the important psychological factors that act as determinants for
entrepreneurial behaviour. An extensive review of literature found that entrepreneurial orientation, entrepreneurial image,
entrepreneurial self-perception, and entrepreneurial intention are important factors that influence the entrepreneurial process.
This implies that mere skill development may not ensure entrepreneurial behaviour. It is essential to concentrate on these
psychological elements in order to foster entrepreneurship.

A Study on the Influence of Loyalty Programs on Impulsive Buying Behaviour

Vipin Vihari Ram Tripathi, Rukmani Jaiswal — Thu, 21 Dec 2023 14:14:12 +0530

In the dynamic digitalized world, impulsive buying (IB) has emerged as a crucial driver of consumer buying behaviour. As a
result, businesses are concentrating on devising diversified marketing strategies for influencing their IB behaviour. E-loyalty
programs are one of the marketing strategies. These programs consist of offers and rewards which often influence the customer
buying decisions. Generally, these programs are utilised to retain consumers, make them loyal and motivate them to repeat
purchases. However, these programs also trigger customers to purchase impulsively. This dimension of customer buying
behaviour has received less academic attention. Hence, the present study intends to close this knowledge gap by ascertaining
the relationship between factors of e-loyalty programs on IB behaviour. The study is exclusively based on primary data
collected from 334 online shoppers based on purposive sampling. The data analysis has been done using bivariate correlation
and linear regression analysis techniques in IBM-SPSS 20. The outcome of the study revealed that factors such as awareness,
attitude, attractiveness, perceived value, rewards and trust are correlated with impulsive buying behaviour. Subsequently, the
study found that except awareness and attitude, all other factors such as attractiveness, perceived value, rewards and trust
factors are significantly associated with IB behaviour. This study provides novel insight to academicians, researchers and
policymakers to better understand the modern digitalized consumer behaviour. Further, it will help marketers to make effective
strategies regarding e-loyalty programs to gain a competitive edge in the hyper-competitive market.

Cryptocurrency: A Paradigm Shift in Financial Transactions

Sofia Khan — Thu, 21 Dec 2023 14:16:44 +0530

Cryptocurrency, powered by blockchain technology, has revolutionized the financial landscape, captivating the attention
of investors, technologists and governments worldwide. This paper provides a comprehensive exploration of
cryptocurrency and its underlying technology, blockchain. It delves into the structure and functioning of blockchain,
highlighting its decentralized and secure nature. The impact of cryptocurrency on finance is dissected, showcasing how it
disrupts traditional financial systems by reducing intermediaries, promoting financial inclusion, enhancing security and
transparency and empowering individuals with financial sovereignty. Challenges and regulatory developments are also
discussed, reflecting the ongoing evolution of this transformative technology.
Cryptocurrency investment and speculation are explored, emphasizing the differences between long-term investment and
short-term speculation and the unique risks and opportunities associated with each approach. The integration of
cryptocurrencies into diversified investment portfolios is examined, offering insights into their potential role as a hedge
and a source of uncorrelated returns. A SWOT analysis summarizes the strengths, weaknesses, opportunities and threats
within the cryptocurrency space, highlighting its disruptive potential and the complexities it faces in a dynamic financial
landscape. In conclusion, this paper underscores the transformative power of cryptocurrency and blockchain technology
while acknowledging the need for responsible adoption and regulation to shape their future impact on finance.

Job Related Uncertainty in the age of Artificial Intelligence and Gig Economy

Rohit Singh, Gaurav Kumar Bisen — Thu, 21 Dec 2023 00:00:00 +0530

In this article, we explore the duality of the gig economy enabled by artificial intelligence (AI) in terms of volatility and the
promise it offers. We focus primarily on underrepresented and disadvantaged groups of workers who have found a new home,
thanks to the gig economy made possible by AI. We examine how their uncertainty is perceived in the existing literature. We
then reveal the lack of attention to this group of workers, whose exclusion from the traditional labour market was not
problematic in the first place, and who are now portrayed as suffering from poor AI regulation. As such, we expose the
hypocrisy of how the development of an AI-enabled gig economy exacerbates job insecurity, but often overlooks the potential
of the gig economy to open up opportunities for atypical workers. One problem we have identified is the overrepresentation
of atypical workers in the industry. We show that an AI-powered gig economy that does not introduce uncertainty is possible
if the sector is effectively regulated. We offer a short roadmap with multi-layered regulatory measures to combat the instability
of the artificial gig economy.