CONTENTS

1Artificial Intelligence- Powered Customer Relationship Management in the Indian Banking Sector
 Neetu , Dr. Anoop Pandey01-19
2Analysis of Effectiveness of PM- KISAN Scheme in Delivering Direct Income Support to Small and Marginal Farmers: A Comparative Study of Uttar Pradesh and Uttarakhand  
 Dr. Sanjay Kumar, Prof. (Dr.) Chatar Singh Negi20-32
3Government Initiatives for Digital Payments in India: A Comprehensive Overview  
 Ms Anita, Manoj Kumar33-43
4Uttarakhand Tourism: A Vehicle for Economic Development by Gross Domestic Product Contribution  
 Dr. Sukanta Sarkar, Dr. Suman Kalyan Chaudhary, Dr. Chandra Shekhar Pattnaik44-60
5Assessing the Role of Digital Infrastructure and Innovation Ecosystems in Driving Inclusive Economic Growth in India 
 Dr. J. Suresh Kumar, Dr. D. Shobana61-81
6A Study on Consumer Purchasing Behaviour: With Special Reference to D- Mart Retail Store
 Dr. Dharmendra Singh, Dr. Harjinder Pal Singh Saluja, Vikas Kumar Dewangan                82-92
7Investigating the Impact and Mediation of Organizational Justice between Responsible Leadership and Employee Turnover Intentions in the Indian Healthcare Sector People 
 Dr. Shweta Sharma, Dr. Shivam Agarwal94-108
8Consumer Buying Behaviour of Electric Vehicles in Dehradun District 
 Dr. Jyoti Singh, Dr. Krishna Kumar Verma109-122
9Analysis of India’s Foreign Trade Trends with its Neighbours 
 Dr. Harish Chandra Joshi123-140
10Social Media as a Catalyst for Economic Empowerment among Indian Women:A Literature Based Analysis  
 Rupam Gogiyan, Ravi Kumar, Prof. Subodh Kumar Sharma 141-167
11Open Network for Digital Commerce (ONDC) and the Future of E- Commerce in India: Towards an Open and Inclusive Digital Marketplace 
 Tushar Dhiman, Pankaj Madan 168-185
12A Study on Investors Awareness Level regarding Saving Schemes of Public Sector Banks: With Special Reference to Rewari District of Haryana 
 Mr. Pawan, Dr. Dharmendra Kumar186-201
13Influence of AI on Green Consumer Behavior towards FMCG Products using Theory of Planned Behavior 
 Ms. Jyoti Rani, Dr. Saurabh Verma202-217
14A Comparative Study between Online and Offline Shopping Pattern of Customers in Dehradun Region 
 Dr. Rohit Sharma218-228
15Employment Generation through Renewable Energy: A Case Study of Mukhyamantri Saur Swarojgar Yojana in Uttarakhand 
 Prof. (Dr.) Chatar Singh Negi, Dr. Sanjay Kumar229-243
16Corporate Social Responsibility in Public Sector Undertakings in India: A Case Study of IOCL 
 Roshni, Praveen Kumar244-253
17Ecotourism and Rural Heritage as Catalysts for Sustainable Development in Rajasthan:A Case Study of the Shekhawati Region 
 Dr. Ravindra Goswami254-267
18Assessing the Linkage of Financial Literacy and Women’s Economic Decision-Making in Uttarakhand 
 Dr. Rashi Alagh 268-283
19Artificial Intelligence (AI) and Management Education- AI Literacy is the Necessity for Budding Management Professionals 
 Bhawana Palariya, Dr. Pankaj Kumar Shah 284- 299
20The Engagement Rates and Influencing Factors of AI-Generated and Human-Generated Social Media Content on Consumer Buying Decisions 
 Anshika Aggarwal, Prof. (Dr.) Vijay Prakash Srivastava300-310
21Tax Complexity and Investment Behaviour: A Cognitive Load Perspective on Indian Taxpayer’s Choices 
 Prof. S.K. Sharma, Yoginder Kumar311-337
22The Rise of Entrepreneurship Among Women in India 
 Shilpi Thapliyal338- 351
23An Evaluation of Comparative Study between Traditional Banking and Electronic Banking (With Special Reference to Nainital District of Uttarakhand) 
 Dr. Manpreet Singh, Anushka Sharma352-364
24Transforming PACS into Profit Centre: Challenges and Opportunities in Uttarakhand  
 Dr. Alok Kumar Sharma 365-379
25प्रशासनिक स्तर पर महिला सुरक्षा प्रबंधनरू चुनौतियां और समाधान (उत्तराखंड के पौडी गढ़वाल जिले के सन्दर्भ में )  
 तनु मित्तल, स्मिता बडोला380- 394
26Blurring the Lines: An Exploratory Study of Bleisure Tourism 
 Neetika Aggarwal, Prof. V.K. Gupta , Prof. S.K. Batra395-409
27A Role of E-Governance and its Transparency in the Economy of Uttarakhand 
 Dr. Shreshtha Mishra410-420