Special Issue 2 August 2025

Special Issue - August 2025 - II

Theme: CONTEMPORARY ISSUES IN DIGITAL BRANDING, DATA SCIENCES, ENTREPRENEURSHIP AND CIRCULAR ECONOMY

Guest Editor: Dr Sonu Dua, Dr Sakshi Dua, Dr Pawanpreet Kaur, Dr Inderpal Singh

Submit your manuscript to: drsonudua@gmail.com

1. LONG-TERM MEMORY IN THE INDIAN FOREX MARKETS

Authors: Dr. CHARU BHURAT¹, PRATIK T. RUPAREL², SANJEET GHATPANDE³ and KALP PANDYA⁴

Abstract

This study explores long-term memory in Indian forex markets by analysing daily exchange rate returns for USD/INR, EUR/INR, GBP/INR and JPY/INR from 2000 to 2024. We evaluate the mean and volatility dynamics of these currency pairs using a variety of fractal models, including ARFIMA, FIGARCH, and APARCHFIGARCH techniques. Stationarity tests suggest that all series are stationary, whereas Hurst exponent analysis shows persistent behaviour (H > 0.5) for USD/INR and JPY/INR, as well as near-random walk behaviour for EUR/INR and GBP/INR. The ARFIMA estimation for the mean gives no significant long-memory impact (d = 0) for certain pairs, while the FIGARCH and APARCH-FIGARCH models captured strong long-term persistence and asymmetric volatility. These findings imply that, while the efficient market theory holds that exchange rates follow a random walk, the presence of long memory, particularly in volatility, implying that the Fractal Market Hypothesis holds in the Indian Forex Markets. The findings reveal persistent and asymmetric volatility in INR currency pairs, aiding traders in refining hedging, VaR estimation, and option pricing models. For central banks, this suggests the need for timely and sustained interventions to ensure exchange rate stability.

Keywords: Indian Forex Markets, Fractional Integration, ARFIMA, ARMA, FIGARCH, FIAPARCH.

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2. ARTIFICIAL AUTHENTICITY? THE IMPACT OF HUMANISED AI CONTENT ON BRAND TRUST AND CUSTOMER LOYALTY

Authors: BARKHA JAMWAL

Abstract

The use of Artificial Intelligence (AI) in marketing has rapidly improved the interactions between brands and consumers, and at the same time has raised issues regarding the reliability of AI-generated content and how it affects brand loyalty. This study focuses on how marketing strategies that utilize AI technology require greater empathy, anthropomorphism, intelligence, and transparency to transform consumer engagement and perception of the brands. It analyzes the impact of perceived authenticity, brand trust, and their influence on customer loyalty to brands using Humanised AI content. To validate the proposed conceptual model, data was gathered from 411 respondents using a survey and analyzed through Smart PLS (PLS-SEM) with a set quantitative model. Results show that humanised AI content impacts authenticity and trust. Trust depended on the level of authenticity presented and in turn impacted loyalty to the brand. The study maintains the importance of human touch alongside automation in AI technology to create and maintain authenticity to brand relationships. This research highlights practical strategies for incorporating automated AI systems alongside human elements to strengthen trust and loyalty to the brand. Further research could focus on specific industries and the shifts in consumer sentiment over time.

Keywords:Humanised AI content, Perceived Authenticity, Brand Trust, Smart PLS, Customer Loyalty, Perceived Anthropomorphism, Perceived Intelligence, Perceived Transparency, Perceived Empathy

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3. THE IMPACT OF EMPLOYER BRANDING ON EMPLOYEE RETENTION: MEDIATING ROLES OF EMPLOYEE EXPERIENCE AND PSYCHOLOGICAL WELL-BEING

Authors: ADITI BISHT¹, Dr. P.C BAHUGUNA², Dr. NEERAJ KATARIA³ and Dr. VIKAS KUMAR⁴

Abstract

This study investigates the relationship between employer branding and employee retention, with a focus on the mediating roles of employee experience and well-being. Using a quantitative approach, data was collected from 500 employees across various industries through an online survey. Structural equation modeling was employed to analyze the data. Results indicate that employer branding significantly influences employee retention, with employee experience and well-being serving as partial mediators in this relationship. Strong employer branding was found to enhance employee experience and well-being, which in turn increased retention rates. The findings highlight the importance of developing effective employer branding strategies to improve employee experience and well-being, ultimately leading to higher retention rates. This research contributes to the understanding of employee retention mechanisms and provides practical implications for organizations seeking to reduce turnover and maintain a stable workforce.

Keywords: Employer Brand, Employer Branding, Psychological Well-Being (PWB), Employee Experience (EX), and Employee Retention.

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Accountancy Business and the Public Interest

Accountancy Business and the Public Interest

Special Issue - August 2025 - II