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Research on the Role of Social Media in Marketing

This study examines the transformative effects social media has made on marketing strategies to many variables. With the emergence of sites like facebook.com, instagram.com, twitter.com, linkedIn.com, and tik-tok.com, companies and organizations have shifted from their historic forms of marketing to more engaging, dynamic, and consumer-centric forms of health promotion and marketing strategies. This paper evaluates the impact of social media on developing brand awareness, targeting and engaging customers, and assessing the purchasing behaviours of consumers of brands and services, but also outlines the methods and benefits of use in paid social media advertising (targeted advertising, influencer marketing). The study is based upon a response of using quantitative and qualitative research practices/ techniques (surveys, expose case studies and data analysis) to determine various key trends, benefits and pitfalls associated with leverage social media advertising as part of a health promotion or social marketing strategy. The combination of research findings indicated to the study that social media offers huge opportunities for immediate engagement and can provide a whole new level of engagement using data-driven points of view. However, it invites brands to constantly innovate and respond to consumers. The research also provides evidence that a good social media marketing strategy is now essential for businesses who want to remain competitive and secure long-term growth, profit, and competitive advantage moving into an increasingly digital era of using social media for promotion, marketing, and advertisement.

Published by: Yakshendra Praneeth, Aishwarya. P, Madhavan. T, Vishwamoorthi Hebbar

Author: Yakshendra Praneeth

Paper ID: V11I2-1221

Paper Status: published

Published: April 16, 2025

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Research Paper

Regulations to be Followed by Banks

With an emphasis on compliance, risk management, and internal control systems, this research examines the broad framework of banking rules that oversee banks' financial operations. The report highlights the significance of reconciliation methods, regulatory compliance, and operational control across several regions through an internship at ANZ. It offers information on statutory ratios, capital adequacy standards, the Reserve Bank of India's directives, and regulatory acts such as the Prevention of Money Laundering Act of 2002 and the Banking Regulation Act of 1949. ANZ data analysis is also included in the research, outlining patterns in the company's financial performance, difficulties with regulatory compliance, and tactical recommendations for long-term banking operations.

Published by: Sohan Das, Prarthana Panicker, V Roopashree

Author: Sohan Das

Paper ID: V11I2-1203

Paper Status: published

Published: April 16, 2025

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Research Paper

The Role of Consultants in Empowering SMEs

This research paper explores the vital role that consultants play in empowering SMEs. By providing access to specialized knowledge, skills, and expertise, consultants can help SMEs develop effective strategies, improve their operations, drive innovation, and expand their market reach. The paper highlights the benefits of consultant-SME partnerships, including enhanced performance, improved competitiveness, and sustainable growth. Through a nuanced examination of the consultant-SME relationship, this research sheds light on the ways in which consultants can tailor their services to meet the unique needs of SMEs. By adopting a collaborative approach and prioritizing the needs of their SME clients, consultants can deliver impactful results that drive long-term success. Ultimately, this paper demonstrates the value of consultants in empowering SMEs to achieve their full potential. By leveraging the expertise and guidance of consultants, SMEs can overcome their challenges, capitalize on opportunities, and thrive in an increasingly complex business environment.

Published by: Blessing David, Ashish Pradhan, Jeffrey Augustine

Author: Blessing David

Paper ID: V11I2-1236

Paper Status: published

Published: April 16, 2025

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Research Paper

The Influence of Social Media on Customer Preference

In the modern digital era, social media sites play a dominant role in shaping consumer behavior. This research examines the complex interplay between social media usage and customer preference and the role of online participation, influencer promotion, and user-generated content in shaping purchasing behavior. Employing the analysis of a varied dataset of consumer behavior and purchasing behavior, we seek to identify the particular mechanisms by which social media shapes brand perception and product choice. Our results emphasize the influence of authenticity and community involvement in shaping positive customer preference, providing insightful recommendations to firms looking to harness the power of social media for strategic leverage.

Published by: Prathiksha.s, Sushmitha .M, Sushmitha .V

Author: Prathiksha.s

Paper ID: V11I2-1217

Paper Status: published

Published: April 15, 2025

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Research Paper

Evaluating the Role of Artificial Intelligence in Tax Administration in India

This study explores how Artificial Intelligence (AI) is transforming tax administration in India. AI is helping the government improve efficiency, reduce tax evasion, and make tax processes easier for both officials and taxpayers. With tools like data analytics and machine learning, AI can quickly detect fraud, analyze large sets of financial data, and ensure better compliance. It also supports faster processing of returns and smarter decision-making. As India moves toward a digital economy, AI plays a crucial role in modernizing tax systems, making them more transparent, accurate, and user-friendly for everyone involved. AI is reshaping the landscape of tax administration in India by automating routine tasks, minimizing human errors, and enhancing transparency. It enables tax departments to identify irregularities through predictive analysis and real-time monitoring of transactions. Chatbots and AI-driven platforms are improving taxpayer services by offering instant support and guidance. Additionally, AI helps in risk assessment, audit selection, and fraud detection, ensuring a fair and efficient tax system. As technology continues to evolve, AI has the potential to bridge gaps in tax compliance, reduce administrative costs, and build trust between taxpayers and authorities, paving the way for a more robust tax framework.

Published by: Delip Kumar S S, Dhanush Kumar A, Anshu kumar C, K S Monikkanth

Author: Delip Kumar S S

Paper ID: V11I2-1225

Paper Status: published

Published: April 15, 2025

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Research Paper

The Impact of GST on Accounting Practices in Chartered Accountant Firms

This study seeks to examine the effects of the implementation of Goods and Services Tax (GST) on the accounting practices of Chartered Accountant (CA) firms in India. Since its introduction in 2017, the GST has significantly transformed the landscape of indirect taxation, influencing how businesses and professionals approach financial reporting and compliance. The study delves into changes in accounting methodologies, the advisory roles of clients, the workload associated with compliance, and the adoption of technology by CA firms. Utilizing both primary and secondary data, the research assesses how these firms have adjusted to the GST framework, the challenges encountered, and the opportunities that have arisen. The findings reveal that while GST has simplified tax reporting processes, it has simultaneously heightened the complexity and frequency of compliance requirements, leading CA firms to invest in automation and digital solutions.

Published by: Akshaya M, Arun Kumar S K, K M Rakshith

Author: Akshaya M

Paper ID: V11I2-1219

Paper Status: published

Published: April 15, 2025

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