June 2021, VOLUME: 7, ISSUE-2

COMMERCE & MANAGEMENT JOURNAL

A Study on the Impact of Digital Payments on Consumer Buying Behaviour in India

Umaira Fatima

  • Pages: 1-3
    • <p>The rapid growth of digital payment systems in India has significantly transformed consumer buying behaviour. With the increasing adoption of smartphones and internet services, digital transactions have become more convenient, secure, and accessible. This study aims to analyze how digital payment methods influence purchasing decisions among consumers. The research is based on secondary data collected from journals, reports, and government publications. The findings indicate that digital payments enhance ease of transactions, encourage impulsive buying, and increase overall spending. Factors such as convenience, cashback offers, and security play a major role in influencing consumer behaviour. However, concerns related to cybersecurity and digital literacy remain key challenges. The study concludes that digital payments have become an integral part of modern consumer behaviour and will continue to shape the future of commerce in India</p>

A Study on the Role of Influencer Marketing in Shaping Consumer Buying Behaviour

Vikas Mishra

  • Pages: 1-3
    • <p>In the contemporary digital era, influencer marketing has emerged as one of the most powerful tools in shaping consumer buying behaviour. Social media platforms such as Instagram, YouTube, and Facebook have enabled influencers to establish strong connections with their followers, thereby influencing their attitudes, perceptions, and purchasing decisions. This study aims to examine the role of influencer marketing in affecting consumer buying behaviour, particularly among young consumers. The research is based on secondary data collected from academic journals, reports, and credible online sources. The findings indicate that influencer credibility, relatability, and content quality significantly impact consumer trust and brand perception. Influencer marketing not only enhances brand awareness but also drives impulsive buying behaviour. However, challenges such as fake followers, misleading promotions, and lack of transparency can negatively affect consumer trust. The study concludes that influencer marketing, when used ethically and strategically, can serve as an effective marketing tool for businesses in the digital age.</p>

A Study on the Impact of Financial Literacy on Investment Decisions among Young Investors in India

R. S. Bisariya

  • Pages: 1-4
    • <p>Financial literacy has emerged as a crucial determinant of investment behaviour, especially among young investors in developing economies like India. With increasing access to financial products such as mutual funds, stocks, cryptocurrencies, and insurance instruments, the need for financial awareness has become more significant than ever. This study examines the impact of financial literacy on investment decisions among young individuals. The research is based on secondary data collected from academic journals, RBI reports, SEBI publications, and industry studies. The findings reveal that financially literate individuals are more likely to make informed investment decisions, diversify their portfolios, and exhibit lower susceptibility to financial fraud. However, a lack of awareness and over-reliance on informal sources such as social media often leads to poor financial choices. The study concludes that improving financial literacy can significantly enhance investment efficiency and financial stability among young investors.</p>

A Study on Employee Engagement and Its Impact on Organizational Performance

Nitin Gupta

  • Pages: 1-4
    • <p>Employee engagement has emerged as a critical factor influencing organizational success in the modern business environment. Engaged employees are more committed, productive, and aligned with organizational goals, which directly impacts performance outcomes. This study aims to examine the relationship between employee engagement and organizational performance. The research is based on secondary data collected from academic journals, HR reports, and organizational studies. The findings reveal that organizations with higher levels of employee engagement experience improved productivity, reduced employee turnover, enhanced job satisfaction, and stronger organizational culture. Factors such as leadership support, effective communication, recognition, and career development opportunities significantly influence employee engagement levels. However, challenges such as workplace stress, lack of motivation, and poor management practices can hinder engagement. The study concludes that fostering employee engagement is essential for achieving sustainable organizational performance and long-term growth.</p>
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