Intro -- Preface -- Organization -- Contents -- Peer-Review Statements -- Frugal Innovation and Entrepreneurship -- Starting a Business- Intention of Higher Education Stu-dents in Southern India -- Sustainable Factors Affecting Women Entrepreneurs: A Comprehensive Review -- Deciphering the Indian Start-up Landscape: A Spot-light on Chennai's Ecosystem -- Abstract -- 1 Introduction -- 1.1 Recent Trends in Indian Eco-system for Start-ups -- 1.2 Prospects for Start-ups in Indian Eco-system -- 2 Review of Literature -- 2.1 Need and Relevance -- 2.2 Objectives -- 2.3 Method of study -- 3 Discussion -- 3.1 Governments support to start-ups - -- 3.2 Empirical study of Indian Eco system focusing on start-ups in Chennai district - -- 4 Conclusion -- References -- Small Business Entrepreneurs in Odisha: A Study on their Seriousness and Persuasion Skills -- A Study on Green Start-Up Prospects in India - Fostering a Greener Future in Entrepreneurship -- Innovative Assessment Methods for Measuring Practical Skills in Higher Education -- An Analysis of Customers' Perceptions of Sensory Marketing at Restaurants with Reference to Chennai -- Marketing Ethics: Mediating Influences on Sales Managers' Ethical Decision-making -- The Influence of Brand Associations on Brand Loyalty: An Empirical Study Regarding Banking Sectorin Bangalore -- Green Washing: A Deceptive Marketing Practice and its Implications -- 1 INTRODUCTION -- 1.1.Greenwashing: Present scenario -- 1.2. Statement of the Problem -- 1.3. Research objectives -- 2. Theoretical Background -- 3. Research methodology -- 4.Forms of Greenwashing -- 5. Green Washing Cases in Various Industries -- 6. The Implications of Greenwashing -- 7. Suggestions -- 8. Conclusion -- References:.

Unveiling the influence of Social Media and Email Campaign of Healthcare services and its perception: Exploring the mediating roles of patient testimonials and trustworthiness -- Sustainability by Design: IKEA's Eco-FriendlyMarketing Efforts -- Theoretical Framework: Sustainable Practices of Digital Media Marketing On Rural Youth -- Exploring the Digital Shopper: How Facebook and Instagram Influence Consumer Behavior in the FMCG Sector -- The Impact of Consumer Buying Decision towards Online Shopping in Ramanathapuram District -- 1 INTRODUCTION -- 1.1 ONLINE PURCHASE DECISION -- 1.2 PROBLEM OF THE RESEARCH -- 1.3 AIMS OF THE STUDY -- 2 Review of Literature -- 3 Data Analysis -- 3.1 REASON FOR CHOOSING SHOPPING WEBSITE -- 3.2 TYPE OF PRODUCT. -- 3.3 CALCULATION OF CHI-SQUARE TEST -- 3.4 TYPE OF PRODUCTS PURCHASED THROUGH ONLINE FREQUENTLY - FRIEDMAN TEST -- 4 FINDINGS -- 5 CONCLUSION -- REFERENCES: -- A Study on The Market Characteristics, Consumer Purchasing, and Behaviour Towards Footwear With Reference to Vellore Dist., Tamilnadu -- Analysis of Marketing and Innovation Strategies Used in Footwear Products with Special Reference to Andhra Pradesh, India -- A Study on Purchase Frequency Levels in Social Networking Sites With Special Reference to Gender -- A Study on Consumer Intentions for ContinuousAdoption of Mobile Food Delivery Application throughAttitude and Motivation using SAMS Model -- Factors limiting consumer's preference towards theonline shopping -- a critical analysis -- Trust Alchemy: Illuminating its Impact on Consumers'Behavioral Intention to Purchase in the Realm of MobileShopping Apps -- An Empirical Study on the Users' Satisfaction withVarious Services of the Mobile Phone Service Providers -- Prediction of organic products purchase decision byGeneration Z consumers- An Empirical Perspective.

Exploring Ethical Consumer Among Generation Z UsingICSM Scale -- The Regulatory Practices of Indian Financial Marketand its Impact on Sustainable Long-Term Savings of theWomen -- Asset Quality of State Bank of India During the Pre andPost-Merger Period -- Investor Attitude towards Crowd Funding Operationsand Fund Model -- Blockchain Technology Usage in Applications of Productivity and Performance -- Financial Literacy in Promoting Sustainable Finance -- A Study on Asset Liability Management and Profitabilityof Aavin Co-Operative Milk Producers in Chennai City -- Risk-Return Analysis of Selected Equity Stocks Listed inBombay Stock Exchange Using Capital Asset PricingModel -- Analysis and Preventive Measures of Banking Fraudswith Reference to Indian Banking Sector -- Embracing Sustainability: The Evolution of ConventionalBanking through Green Banking Initiatives -- Analysing the Bibliometric of Circular Economy andCustomer Behavior: A Study from 2018 to 2023 -- Empowering Sustainable Development Goals in theBanking Industry: A Comprehensive Analysis of EthicalBanking Practices and Economic Viability -- Impact on the Risk Attitude of Investors towards StockMarket Investment -- Migration and Invisible Economies of Care-Exploring the Hidden Pains -- Analyze the Impact of Financial Literacy on Poverty-Prevention Strategies in Families: A Case Study in Bengaluru Rural District -- 1 Introduction -- 2 Review of Literature -- 3 Research Design -- 3.1 Statement of the Problem -- 3.2 Objective of Study -- 3.3 Research Hypothesis -- 3.4 Research Methodology -- 4 Data Analysis -- 5 Conclusion -- References -- Impact Of Gamification on Employee Engagement- An Empirical Study With Special Reference To IT Industry In Bengaluru -- 1 Introduction -- 1.1 Engagement through Gamification -- 2 Review of Literature -- 3 Statement of Problem -- 3.1 Objective of the Study.

3.2 Research Methodology -- 4 Analysis and Interpretation -- 5 Findings -- 6 Suggestions -- 7 Conclusion -- 8 Scope for future research -- References -- Green Work Life Balance Practices on Work Place ConflictResolution among IT Employees -- An Analysis of Investor Behavior with Regard to Mutual Funds in Chennai City -- 1 Introduction -- 2 Review of Literature -- 3 Statement of the Problem -- 4 Research Methodology -- 4.1 Objectives of the study: -- 4.2 Data collection -- 4.3 Sampling design -- 4.4 Limitations of the study -- 5 Data Analysis and Interpretation -- 5.1 Investors Behavior -- 5.2 Investment Planning -- 5.3 Factors Considered for Selecting Investment Options: -- 5.3.1 Investment Return. -- 5.3.2 Investment Risk. -- 5.3.3 Investment Liquidity. -- 5.3.4 Tax benefit. -- 5.3.5 Clarity in Procedure. -- 5.4 Factors Considered for Mutual Funds Selection -- 5.5 Investors Behavior towards Mutual Fund Parameters -- 6 Findings -- 7 Suggestions -- References -- Analyzing the Corporate Mindset on Women BoardMembership -- Analyzing the Corporate Mindset on Women BoardMembership -- Sustainable Practices Contextualized to Training andDevelopment within HR and OB -- A Study on Performance Appraisal atPrivate Limited Companies in Chennai City -- A bibliometric analysis on HRM in the Age of Artificial Intelligence: Emerging Trends and Challenges -- Unlocking the Keys to Employee Retention: Insights from Bibliometric Analysis and Systematic Review in the Indian Pharmaceutical Sector -- Reviewing the Landscape: A Literature-based Exploration of Sustainable HR Practices and Key Performance Indicators (KPIs) in Green HRM for Assessing Organizational Sustainability.

Weathering the Storm: The Impact of ArtificialIntelligence in the IT Industry Post-COVID-19 Epidemicand the Role that Employee Learning and DevelopmentPlays in Enhancing Employee Performance - A MediationApproach -- A Study on Effect of Job Satisfaction, Stress and Emotional Intelligence on Job Performance among HEI Faculty Members -- Sustainable Practices of Teachers in Private Educational Institutions: Exploration of Organizational Behavior -- Implementing Six Sigma Methodologies to Enhance Quality in Healthcare Sector -- A Study on Nurturing Sustainable Strategies for Managing Attrition among Gen Z Employees -- Life Balance and Environmental Sustainability: Investigating the Link between Employee Well-being and Engagement in Green Work Practices -- A Study to Analyze the Influence of Performance Management through Career Resilience - with special reference to IT Professionals in Chennai -- Evaluating the Efficiency of E-Recruitment from HRRecruiters' Perspectives -- A Comparative Analysis of Factors Influencing Work Life Balance Among Nurses Working in Government and Private Hospitals - An Empirical Study in the State of Andhra Pradesh -- The Intellectual and Conceptual Foundations of Moonlighting - A Bibliometric Study -- 1. Introduction -- 2. Literature Review -- 2.1 Historical Context -- 2.2 Major Reasons for Moonlighting -- 2.3 Consequences of Moonlighting -- 2.4 Moonlighting and Skills Development -- 2.5 The Influence of the Gig Economy -- 2.6 Moonlighting Post-Pandemic -- 3. Research Methodology -- 4. Results and Discussion -- 4.1 Volumetric Analysis and the Process of Scientific Production -- 4.2 Prolific Contributors to this Field -- 4.3 Network Relationships -- 4.4 Keywords and Thematic Analysis - Conceptual Structure -- 5. Further Research Avenues -- 5.1 Examining the influence of the gig economy and pandemic.

5.2 Expanding the definition of moonlighting.