FEB-2025 – ABPI

February 2025 Volume 41 Issue 02

1. CLUSTER DYNAMICS: A CASE STUDY OF LOCK, POTTERY AND GLASSWARE INDUSTRY OF NORTHERN INDIA

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2. FINANCIAL INNOVATIONS FOR DISASTER RISK REDUCTION AND MANAGEMENT

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3. A STUDY ON APPLYING VALUE AND GROWTH INVESTING MECHANICS TO NIFTY 500 STOCKS IN VARYING MARKET CONDITIONS

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4. CHAMPIONING FOR SUSTAINABILITY: PERSUADING GEN X TO ADOPT GREEN FINTECH

Authors: Dr. PARAMJIT S. LAMBA¹, NEERA JAIN² and EISHA KHAN³

Abstract

As the world moves rapidly towards sustainable solutions, and with fintech influencing the business canvas on a large scale, it becomes imperative for decision-makers to adopt innovative fintech for improved sustainability. Millennials readily adopt such products and services as they are adept at using digital technology for their everyday requirements. However, their previous generation, Gen X, many of whom now work in senior decision making roles within organizations, may not be as oriented towards fintech adoption. Hence there is a need to be persuaded to adopt green fintech. This study aimed to understand the nature of emotional or rationale based persuasion that would be more effective in persuading Gen X to adopt sustainable fintech. The elaboration likelihood model was used to explore the peripheral and central routes of persuasion. 329 responses from a survey of the national capital region of India were analyzed using SPSS and SmartPLS4. Findings suggest both routes as significant for green fintech adoption by Gen X. However, the peripheral route had a stronger influence on the perceived usefulness of fintech innovations leading to sustainability, as compared to the central route. Thus, in emerging economies, leveraging social connections to persuade Gen X members emotionally toward sustainability, is recommended as an effective approach in this study. The current research examines the ELM theory in an untested research domain-green fintech adoption. The findings provide insights to policymakers and marketers to engage Gen X in green fintech adoption. This will enable larger quantum of capital flow into sustainable investments thereby accelerating development of innovative clean technologies and sustainable fintech practices.

Keywords: Green Fintech Adoption, Fintech Innovation, ELM Theory, Argument Quality, Source Credibility, Perceived Usefulness.

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5. EXPLORING THE ROLE OF PASSION AND POTENTIAL IN FINANCIAL INCLUSION AND COMMUNITY DEVELOPMENT: CASE STUDIES OF ARTISAN WOMEN ENTREPRENEURS IN NORTHEAST INDIA

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6. BANKING RISK MANAGEMENT: LESSONS FROM COVID-19 AND BEYOND

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7. AI-DRIVEN RETAIL MARKETING: INNOVATIONS IN SALES GOAL ACHIEVEMENT AND CUSTOMER SATISFACTION

Authors: ARUP ROY CHOWDHURY¹, RAVI KUMAR BOMMISETTI², HARI KRISHNAN P. K³, K.S. CHANDRASEKAR⁴ and RAJESH PRABHAKAR KAILA⁵

Abstract

In today's highly competitive e-commerce market, manufacturers and dealerships need to implement compelling sales promotion strategies in order to attract and retain consumers. This research examines how incorporating artificial intelligence technology into retail marketing improves customer service and revenue. Artificial intelligence has emerged as a vital tool in the e-commerce industry, to discover new revenue sources, improving operational efficiency, and streamlining activities to enhance customer relationship management. Artificial intelligence possesses a great amount of abilities, encompassing tasks: generating leads and enhancing customer purchasing experiences. The study evaluates the consequences of integrating artificial intelligence technology into the retail sector, specifically examining customer preferences, desires, and decision-making processes, along with the development of profiles and market segmentation. The study thoroughly explores various aspects of marketing intelligence, such as market research, competition analysis, and data analytics. This valuable information empowers e-commerce stakeholders to make informed decisions when creating and executing sales promotion programs. The study approach utilizes a range of statistical methods, which includes the T-test and Chi-square test, to conduct a thorough analysis of the subject matter. The data strongly indicates that the utilization of artificial intelligence technology led to notable enhancements in implementation and effectiveness. This underscores the crucial importance of artificial intelligence services in corporate performance, particularly in the efficacy of sales promotion activities driven by real-time data and analysis.

Keywords: Artificial Intelligence, E-commerce, Retail Marketing, Promotion of Sales, Stakeholders.

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8. ESG PERFORMANCE AND CORPORATE PROFITABILITY: EMPIRICAL EVIDENCE FROM INDIAN FIRMS

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9. ARTIFICIAL INTELLIGENCE IN AUDITING ENHANCING ACCURACY AND EFFICIENCY IN PUBLIC INTEREST FINANCIAL REPORTING

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Accountancy Business and the Public Interest

Accountancy Business and the Public Interest

February 2025 Volume 41 Issue 02