December 2020, VOLUME: 6, ISSUE-4

COMMERCE & MANAGEMENT JOURNAL

THE IMPACT OF SOCIAL MEDIA ON MODERN SOCIETY

Dr. Sampada Gulvani

  • Pages: 1-7
    • <p>Social media has emerged as one of the most powerful tools of communication and interaction in the modern digital age. With the rapid growth of internet access and smartphone usage, platforms such as Facebook, Instagram, Twitter (X), and YouTube have become an integral part of people&rsquo;s daily lives. This research paper aims to examine the wideranging impact of social media on individuals and society as a whole. It focuses on understanding how social media influences communication patterns, access to information, lifestyle choices, and behavioral changes among users, especially the youth. The study is based on secondary data collected from various reliable sources, including research articles, journals, books, and online publications. A descriptive and analytical approach has been used to interpret the data in a simple and understandable manner. The paper highlights the positive aspects of social media, such as improved global communication, easy access to educational content, business growth opportunities, and increased awareness about social and cultural issues. At the same time, it also critically examines the negative effects, including addiction, mental health challenges, cyberbullying, spread of misinformation, and concerns related to privacy and data security.</p>

ROLE OF MOBILE ADVERTISING IN INFLUENCING GEN Z CONSUMERS

Dr. Ritwik Sahai Bisariya

  • Pages: 1-6
    • <p>Mobile advertising has become one of the most important strategies in modern marketing because so many people use smartphones and mobile internet services. Generation Z customers are a big group of people that use mobile devices a lot for talking, having fun, and shopping. They are a big target for ads that are shown on mobile devices. This study paper analyzes the impact of mobile advertising on the attitudes, engagement behaviors, and purchasing decisions of Generation Z consumers. Mobile advertising comes in a lot of different forms, like push notifications, video ads, in-app ads, and social media ads that are sent directly to users' phones. Businesses can now make targeted ads that fit each user's needs thanks to platforms like Instagram, YouTube, Snapchat, and mobile apps like Amazon and Myntra. This study examines the impact of different advertising strategies on consumer involvement and decision-making processes within the Gen Z demographic. The study utilizes secondary data obtained from academic research articles, digital marketing reports, and case studies of actual advertising efforts. The results show that mobile advertising greatly increases brand awareness and customer connection since it is easy to access and can be tailored to each user.</p>

THE PSYCHOLOGY OF START-UP FOUNDERS: DECISION FATIGUE, RISK, AND LEADERSHIP

Dr. Indu Shukla

  • Pages: 1-8
    • <p>Although the start-up environment is frequently linked to innovation, quick expansion, and revolutionary concepts, little is known about the psychological difficulties faced by start up founders. The psychological factors influencing founders are examined in this study, with an emphasis on decision fatigue, risk-taking behaviour, and leadership under duress. Founders are required to make frequent, high-stakes decisions in uncertain and resource-constrained environments, which can lead to cognitive overload and reduced decision-making efficiency over time. The paper explains how extended decision-making and risk perception affect entrepreneurial outcomes by using ideas like Decision Fatigue and Prospect Theory. The study examines current literature and first-hand observations using a qualitative methodology based on secondary data in order to comprehend founder behavioural patterns. According to the results, maintaining performance and attaining long-term success depend on psychological resilience, organized decision-making frameworks, and good leadership flexibility. The study comes to the conclusion that, in addition to conventional business skills, controlling mental energy and comprehending cognitive biases are critical abilities for start-up founders in navigating the complexity of contemporary entrepreneurial contexts.</p>

GROWTH & FUTURE OF E COMMERCE IN INDIA

Mr. Mohit Gupta

  • Pages: 1-6
    • <p>E-commerce in India has experienced significant growth over the past decade due to increasing internet penetration, rising smartphone usage, and the expansion of digital payment systems. The COVID-19 pandemic further accelerated the shift from traditional shopping to online platforms, making e-commerce an essential part of daily life. This research paper examines the growth trends, key drivers, challenges, and future prospects of e-commerce in India. Major factors contributing to this growth include improved logistics, government initiatives like Digital India, and increasing trust in online transactions. The study also highlights the role of small and medium enterprises (SMEs) in expanding the e-commerce ecosystem. Despite rapid growth, challenges such as cybersecurity issues, lack of digital literacy in rural areas, and logistical barriers still exist. However, with advancements in technology, including artificial intelligence and faster delivery systems, the future of e-commerce in India appears promising. The sector is expected to create employment opportunities, enhance customer convenience, and contribute significantly to the country&rsquo;s economic development. Overall, e-commerce will continue to transform the retail landscape in India in the coming years.</p>
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