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Title: Impact of Digital and Social Media Advertising on Millennial Consumers

Abstract: Generation Y, commonly identified as Millennials, comprises individuals born between 1981 and 1996. Characterized by profound digital immersion and technological proficiency, this cohort has been significantly influenced by the pervasive expansion of social media. Consequently, social media advertising has emerged as a formidable catalyst in shaping their purchase intentions, consumption patterns, and brand preferences. The present study investigates the multifaceted influence of social media advertising on the buying behaviour of Generation Y consumers within the contemporary digital marketplace. The findings unequivocally demonstrate that social media advertising exerts a profound influence on the lifestyle orientations, consumption behaviour, and purchase decision-making processes of Generation Y consumers. The ubiquitous proliferation of digital platforms such as Instagram, Facebook, YouTube, WhatsApp, and X (formerly Twitter) has fundamentally reconfigured the dynamics of consumer–brand interaction. By facilitating instantaneous access to comprehensive product information, authentic consumer reviews, algorithmically curated recommendations, and influencer-generated endorsements, social media advertising substantially shapes consumer perceptions, reinforces purchase intentions, and cultivates enduring brand predispositions within the contemporary digital ecosystem. The study further highlights that Generation Y consumers actively engage with digital content and rely heavily on online reviews and peer recommendations before making purchases. Businesses and marketers can therefore better understand consumer expectations and design effective advertising strategies to attract and retain this segment. The research concludes that social media advertising has become an essential marketing tool influencing Generation Y’s buying behaviour in the modern digital economy.

By Swati Agarwal
In Volume: 15,Issue: 1
Title: Live-in-Relationships and Socio - Legal Challenges in India

Abstract: Due to the absence of legal protection for property rights, live-in relationships continue to be socially stigmatised in India, especially in traditional groups. Property rights are usually valued by married couples, and live-in partnerships are not specifically recognised by Indian law. The difficulties that live-in couples encounter may be made worse by this lack of family support. Without legal recognition, issues pertaining to inheritance rights and child custody become complicated. Although it offers some protection against domestic abuse, the Protection of Women from Domestic Violence Act of 2005 can be difficult to apply and enforce. Partners can not have the same financial rights or job benefits as married spouses. Despite these challenges, perceptions about cohabitation are gradually shifting, especially among younger people and in urban areas. Comprehensive legislative reforms are necessary to address the socio-legal problems that cohabiting couples face and to provide them with adequate protection and rights.

By Mohd Danish Khan, Pushkar Raj
In Volume: 15,Issue: 1
Title: The Theory and Practice of Conceptual Aspect of Democracy - A Critical Review

Abstract: Democracy is a way of life. It provides “Possibility of concurrence in action without the preliminary necessity of shared religion, moral conviction or political program. The democratic temper may lead to readiness to accept an other’s truth to be as good as his own, and therefore to enter into community, so far as it is possible to secure a reconciliation. ‘Democracy is traditional to level for the so called fundamental issues, which in any view, remain fundamental even if a number of schools apparently consider them obsolete’. The expressions ‘democracy’ and ‘democratic’ have been used in varying senses in different countries and in many places have been subjected to denote the state of affairs which is in complete negation of the meaning in which they are understood. The three spheres of Democracy are Political, economic and social. Political democracy means the Government by the people, economic democracy connotes the control of the means of production and social democracy means the abolition of social Privileges.

By Surendra Nath Yadav
In Volume: 15,Issue: 1
Title: Test Paper

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By Dr Sandeep Kumar Gupta
In Volume: 15,Issue: 1
Title: The Role of Artificial Intelligence in Digital Transformation: opportunities, challenges and Future Directions

Abstract: Artificial Intelligence (AI) has emerged as a transformative force that is redefining the way organizations approach digital transformation. By enabling intelligent automation, advanced data analysis, predictive decision-making, and personalized customer experiences, AI has become a key driver of innovation and organizational competitiveness. Despite its growing adoption, organizations continue to face several challenges, including ethical concerns, data privacy issues, cybersecurity risks, workforce adaptation, and implementation costs. This study examines the role of Artificial Intelligence in digital transformation by synthesizing evidence from recent academic literature, industry reports, and credible institutional publications. The paper adopts a qualitative approach based on secondary sources to explore how AI contributes to organizational transformation across different sectors. The analysis highlights that successful digital transformation depends not only on technological adoption but also on organizational readiness, effective leadership, employee capabilities, and responsible governance. The study further discusses the opportunities created by AI, the barriers affecting its implementation, and the future directions that can support sustainable digital transformation. The findings provide valuable insights for researchers, business leaders, and policymakers seeking to understand the evolving relationship between Artificial Intelligence and digital transformation in the modern business environment.

By S.K.S. Yadav, Kavita
In Volume: 15,Issue: 1

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