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National Research Journal of Sales and Marketing Management

An International Reputed Peer Reviewed Refereed Research Journal I Open Access Journal I Impact Factor: 6.95

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About - National Research Journal of Sales and Marketing Management


About The Journal


National Research Journal of Sales and Marketing Management is an international peer-reviewed and refereed scholarly journal (ISSN: 2349-512X) dedicated to advancing research and discourse in the fields of Sales & Marketing. The journal upholds rigorous academic standards, ensuring the publication of high-quality research contributions.

The National Research Journal of Sales & Marketing Management (NRJSMM) is devoted to the exploration and contribution of the knowledge about dynamic areas of sales & marketing by publishing theoretical and empirical scientific articles from India and with different approaches. As the Journal covers the large field of interest, it is designed to examine topics such as new trends in Sales, the relationships between members of the supply chains and distribution channels, e-commerce, marketing, decision making, motivation, management of innovation, creativity and technology, green environmental technologies, information and communication technology management, new product / service development, operation and production management, marketing technology in management and marketing, strategic management, emerging technologies, organizational behavior, human resource management, knowledge management, process innovation, enterprise management and marketing, logistics, outsourcing, risk management, marketing research, market segmentation, positioning, pricing, relationship marketing, business marketing, social marketing, internet marketing, advertising, customer service, customer behavior analysis theories and practice in marketing customer relationship management, management of services, branding, and similar fields. It will serve as the valuable forum for the exchange and dissemination of knowledge based on thought and results of empirical research between academicians, researchers, Sales managers, marketing & sales executives, and all those that are actively involved in any aspect of marketing, sales, as well as to those that wish to be informed about the progress and current trends in those fields. All published research articles in this journal have undergone rigorous peer review, based on initial editor screening and anonymous refereeing by independent expert referees.

  • The Journal is Published By "National Press Associates"
  • Publisher Website: www.npajournals.org
  • Journal Name: National Research Journal of Sales and Marketing Management 
  • ISSN: 2349-512X
  • Impact Factor: 6.95
  • Peer Review Process: Double Blind Peer Review Process
  • Low Article Processing Fees
  • Article Processing Fees
  • Frequency of Publication: Biannual (2 Issues Per Year)
  • Languages: English
  • Accessibility: Open Access
  • Plagiarism Checker: Turnitin

The journal invites submission of manuscripts that meet the general criteria of significance and scientific excellence, and will publish:

  1. Original articles (research paper, short communications, etc)
  2. Review articles
  3. Conference reports
  4. Book reviews, etc.

Interested in submitting to this journal? We recommend that you review the About the Journal page for the journal's section policies, as well as the Author Guidelines.

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Current Issue

Year: 2025   Volume-12, Issue-2, Year-2025(Special Issue)

Paper Title A COMPREHENSIVE STUDY ON THE DYNAMICS OF MANAGEMENT STRATEGIES IN THE GROWTH AND DEVELOPMENT OF THE ORGANISATION
Author Name Srinivasa Padmakar S & T. Sudhakar
Country India
DOI https://zenodo.org/records/17512621
Page No. 01-13

Abstract View PDF Download Certificate
A COMPREHENSIVE STUDY ON THE DYNAMICS OF MANAGEMENT STRATEGIES IN THE GROWTH AND DEVELOPMENT OF THE ORGANISATION
Author: Srinivasa Padmakar S & T. Sudhakar

ABSTRACT
Management is a tool for the successful growth and development of an organisation. As
opined by Peter F. Drucker father of Modern Management., Management is life blood, and
oxygen to the corporate level business organisation. Continuous flow of healthy blood,
breathing fresh natural oxygen is very important for the survival of human beings. In the
same way, the healthy and best practices, timely decisions, strong determination, unity of
direction, unity of command and well- functioning, efficient human services monitoring,
action planning, healthy working culture, and inspiring motivational activities of management
etc., are very much required for the successful growth and development of organisation. The
efforts and activities of management are continuous in nature. And the existence of
management is a mandatory in the organisation since long time.
Management and administration lead the organisation towards the accomplishment of
objectives and predetermined goals. Management is a goal setter, trouble shooter. and target
achiever. In every modern corporate level business organisation like public sector Company
organisations, Joint stock Companies, and in even in multinational corporations, management
plays an important and significant role.
In this chapter, certain dynamic concepts of fundamentals of H. R. management thoughts,
strategies of workforce management, recruitment & selections, maximum utilisation of H. R.
Services administrative dimensions of management, functions, power of decision-making,
centralisation and decentralisation, delegation of powers, management by objectives and the
role of different streams of management, theories of management, X and Y theories nature
and speciality of scientific management- contributions of F.W. Taylor, Principles of
management drafted by Henry Fayal are the topics which were discussed., for the
conceptual understanding of U.G and P.G. level students of Commerce and management
course, as they are the targeted group of this chapter.
Keywords: (Mandatory., Determination, Dynamics, Centralisation and Decentralisation,
Targeted group, Multinational corporations., delegation of powers, scientific management,
management by objectives).

Paper Title THE CONVERGENCE OF ARTIFICIAL INTELLIGENCE AND CORPORATE RESPONSIBILITY: A STUDY ON CARBON EMISSION REDUCTION
Author Name Jasleen Kaur
Country India
DOI https://doi.org/10.5281/zenodo.17629379
Page No. 14-23

Abstract View PDF Download Certificate
THE CONVERGENCE OF ARTIFICIAL INTELLIGENCE AND CORPORATE RESPONSIBILITY: A STUDY ON CARBON EMISSION REDUCTION
Author: Jasleen Kaur

ABSTRACT
Corporate social responsibility has become core component of business approach. It
integrates environmental, economic, social and ethical applications into business world. It
illustrates transformative breakthrough in business from generating profits to building long
term, enduring value for all stakeholders. Study discovers the joining of AI and CSR, and
analyzing the contribution of AI into ethical supply chain management, corporate
philanthropy, and corporate sustainability. Literature review of the study culminates the
theoretical frameworks, including Stakeholder theory, Triple Bottom Line, and Responsible
AI Ethics. This study adopts a qualitative research and analyzes data from five major
corporations – Unilever, Microsoft, Google, Amazon (AWS), and IBM to evaluate impact of
AI introduction on reduction of carbon emission. Findings of the study specifies the AIdriven solutions such as IoT based monitoring, predictive analytics, and machine learning
algorithms, that are used to reduce carbon footprints, optimize energy consumption, and
improve corporate governance. The paper draws the inference with theoretical, practice al,
and managerial implications, also offers insights into the future incorporation of AI in CSR.
Keywords: Artificial Intelligence (AI), Corporate Social Responsibility (CSR),
Environmental, Social, and Governance (ESG), Carbon Emission Reduction, Corporate
Accountability, Corporate Governance

Paper Title ANALYSIS OF CSR PRACTICES OF TOP 30 INDIAN COMPANIES
Author Name Nidhi Thakur, Amanjot Kaur
Country India
DOI https://doi.org/10.5281/zenodo.17647922
Page No. 24-37

Abstract View PDF Download Certificate
ANALYSIS OF CSR PRACTICES OF TOP 30 INDIAN COMPANIES
Author: Nidhi Thakur, Amanjot Kaur

The aim of the current study is to empirically analyse the CSR practices of 30 top Indian
companies listed on the Bombay Stock Exchange during 2020–21. The CSR spending of
these companies is then compared with the previous year, with reference to the periods
before and during COVID-19. Thereafter, the Wilcoxon rank test is used to compare the
difference between the legislated percentage of average net profit and the amount actually
spent on CSR activities. It is found that the majority of the Indian companies (17 out of the
30) sampled companies spent more than the legislated percentage required under the
Companies Act, 2013, and a significant rise in CSR spending is observed after the COVID
period.
KEYWORDS: Corporate Social Responsibility (CSR); India; Net profits; COVID 19

Paper Title SOCIAL MEDIA ENGAGEMENT AND SUSTAINABLE CONSUMER BEHAVIOUR: A FACTOR-ANALYTIC STUDY OF PERCEPTION, TRUST, AND PURCHASE INTENT
Author Name Rajan Singh
Country India
DOI https://doi.org/10.5281/zenodo.17659838
Page No. 38-46

Abstract View PDF Download Certificate
SOCIAL MEDIA ENGAGEMENT AND SUSTAINABLE CONSUMER BEHAVIOUR: A FACTOR-ANALYTIC STUDY OF PERCEPTION, TRUST, AND PURCHASE INTENT
Author: Rajan Singh

Social media has extensively altered the relationship between a brand and the consumer, and
has become one of the key stations to encourage sustainability within the environment. In the
face of the global issues like climate change and resource drain, consumers are also more
focused on eco-friendly values and have put brands under increased pressure to convey
authentic and transparent sustainability efforts. Although the importance of digital
sustainability communication is on the increase, there is a lack of empirical data on the extent
to which consumer experience related to social media-based sustainability content affects
attitudes, trust, and the actual behavioural intentions. This study explores the purpose of
social media in the concept of sustainable marketing and explores how various types of
interaction such as likes, comments, shares, and engagement in eco-friendly online challenges
influence consumer perception and behaviour. With a quantitative research design, 300-500
social media users who were exposed to sustainability related-content were used to collect
data. The descriptive statistics and Factor Analysis (PCA) were utilized in order to determine
the latent constructs that contribute to consumer responses. Results indicate that the key five
dimensions affect consumer engagement with sustainability content which includes:
Engagement with Content, Sustainability Perception, Purchase Intent, Brand Trust and
Authenticity, and Social Influence. Findings shows that although consumers have moderate
interaction with sustainability posts, increased interaction leads to greater positive views
about sustainability and the likelihood of making purchases on eco-product increases
substantially. The importance of transparent and credible communication with the end-user
was highlighted as brand authenticity and trust became the influential predictors of
sustainable behavioural intentions. Also, social influence, especially influencers and peer
networks, makes a considerable impact on pro-environmental decisions. Comprehensively,
the study demonstrates the promise of the social media towards becoming a driving force of
sustainability-based consumer behaviour and the need to make the digital communication
relevant, engaging, and value-based. The results provide useful recommendations to
marketers of the need to optimise a sustainable marketing strategy and help expand the
current understanding of digital sustainability, consumer engagement, and green behavioural
change.
Keywords: Social Media, Factor Analysis, Sustainability, Social Influence.

Paper Title DIGITAL PAYMENTS TRANSFORMATION: ADOPTION OF E WALLETS BY USERS
Author Name Suman Nayyar, Nitika Bhandari
Country India
DOI https://doi.org/10.5281/zenodo.17760633
Page No. 47-57

Abstract View PDF Download Certificate
DIGITAL PAYMENTS TRANSFORMATION: ADOPTION OF E WALLETS BY USERS
Author: Suman Nayyar, Nitika Bhandari

The adoption of mobile wallets in India has witnessed significant momentum, particularly
after the demonetisation initiative implemented by the Government of India in November
2016. This policy shift acted as a catalyst in transforming consumer payment preferences,
accelerating the movement toward a cashless economy. In addition, ongoing governmental
initiatives, such as Digital India and Unified Payments Interface (UPI) integration, continue
to encourage digital transaction behaviour among citizens and commercial entities.
The primary objective of this study is to investigate the determinants influencing the adoption
and intention to use mobile wallet services among customers and businesses in New Delhi.
The research further explores the rate of acceptance of mobile wallet systems among small
and medium-sized enterprises (SMEs) and identifies the most preferred wallet service
providers in the region. The Technology Acceptance Model (TAM) serves as the theoretical
foundation to examine behavioral factors related to the perceived usefulness, ease of use, and
intention to adopt mobile wallet technology.
This study contributes valuable insights for policymakers, Fintech providers, and business
stakeholders seeking to enhance mobile wallet penetration and improve user experience,
ultimately supporting India’s transition toward a digitally empowered financial ecosystem.
Keywords: mobile wallet adoption, Technology Acceptance Model (TAM), digital
payments, consumer behaviour, Fintech, cashless economy, India, Paytm, UPI, small
businesses

Paper Title SUSTAINABLE DIGITAL FINANCE: THE PROMISE AND CHALLENGES OF FINTECH IN PROMOTING FINANCIAL INCLUSION
Author Name Neeru Kapoor, Kamalpreet Kaur Sandhu
Country India
DOI https://doi.org/10.5281/zenodo.17828179
Page No. 58-67

Abstract View PDF Download Certificate
SUSTAINABLE DIGITAL FINANCE: THE PROMISE AND CHALLENGES OF FINTECH IN PROMOTING FINANCIAL INCLUSION
Author: Neeru Kapoor, Kamalpreet Kaur Sandhu

Financial Technology (Fintech) has emerged as a key driver of financial inclusion by
enabling access to formal financial services for large segments of India’s unbanked and under
banked population. In the post-2008 financial crisis era, Fintech innovations gained strong
momentum and have since reshaped the landscape of the Indian financial system. By
combining digital tools such as mobile applications, data analytics, cloud computing, and
blockchain with conventional banking practices, Fintech companies have created more
efficient, affordable, and user-centric financial solutions. These advancements have
significantly expanded the reach of financial services, especially in remote and rural regions
where traditional banking infrastructure remains limited.
Government programmes—including the Pradhan Mantri Jan Dhan Yojana (PMJDY),
Pradhan Mantri Mudra Yojana (PMMY), Pradhan Mantri Vaya Vandana Yojana (PMVVY),
Aadhaar-linked services, and the Unified Payments Interface (UPI)—have further accelerated
this progress. Fintech firms actively support these initiatives by improving digital
onboarding, automating service delivery, enhancing transparency, and lowering transaction
barriers. As a result, digital payments, micro-credit, insurance, and savings products have
become more accessible to diverse socio-economic groups.
However, the Fintech sector also faces several hurdles. Digital illiteracy, inconsistent internet
connectivity, cyber security vulnerabilities, data privacy concerns, and regulatory constraints
limit its ability to fully transform the financial inclusion landscape. Additionally, low
consumer trust and reluctance to adopt digital tools create further barriers. Overcoming these
challenges will require collaborative policy frameworks, robust digital infrastructure,
consumer awareness programs and responsible technology deployment.
Overall, while Fintech possesses immense potential to deepen financial inclusion in India,
realizing this promise demands a balanced approach that embraces innovation while ensuring
safety, accessibility, and equity for all users.

Paper Title SOCIAL MEDIA MARKETING STRATEGIES FOR ENGAGING GIG ECONOMY WORKERS: A FACTOR ANALYSIS APPROACH
Author Name Diya Mahajan
Country India
DOI https://doi.org/10.5281/zenodo.17875083
Page No. 68-78

Abstract View PDF Download Certificate
SOCIAL MEDIA MARKETING STRATEGIES FOR ENGAGING GIG ECONOMY WORKERS: A FACTOR ANALYSIS APPROACH
Author: Diya Mahajan

The emergence of the gig economy has changed labour participation, especially the ones
operated on the digital platform whose main communication and marketing channel is the
social media. This study discusses the most important variables affecting the use of social
media among gig workers in Amritsar and its environs as it applies to people who work in
Indian startups that include Swiggy, Zomato, Ola, and Uber. A quantitative exploratory
research design was adopted and 200 active gig workers were interviewed by use of a
structured questionnaire. Based on the Exploratory Factor Analysis (EFA), five dimensions of
engagement were found, namely Content Relevance and Personalization, Community
Building and Peer Support, Trust and Platform Credibility, Rewards and Incentives, and Two
Way Communication and Feedback. All these factors accounted 83 percent of the total
variance and the values of Cronbach alpha were higher than 0.78, which is high reliability.
The results show that gig workers are the most sensitive to personalized, open, and
community-based social media content, and reward-based and interactive communication
helps increase engagement. The study would add to the body of rapidly increasing literature
on digital marketing in the gig economy because it would present an empirically tested
framework, oriented toward the Indian context. It is also a sensible guide to platform makers
and marketers as to how to create effective, trust based and participative social media
strategies in order to ensure long term worker engagement.
Keywords: gig economy, Digital Marketing, Peer Support

Paper Title THE DARK SIDE OF ALGORITHMIC VISIBILITY: THE STRATEGIC RISKS OF OVER-OPTIMIZATION OF SOCIAL MEDIA RECOMMENDATIONS TO SMALL BUSINESSES.
Author Name Komal Gupta, Pahrul Sharma
Country India
DOI https://doi.org/10.5281/zenodo.17893573
Page No. 79-87

Abstract View PDF Download Certificate
THE DARK SIDE OF ALGORITHMIC VISIBILITY: THE STRATEGIC RISKS OF OVER-OPTIMIZATION OF SOCIAL MEDIA RECOMMENDATIONS TO SMALL BUSINESSES.
Author: Komal Gupta, Pahrul Sharma

Social media is dependent on recommendation engines that highly influence the way algorithm links corporations with clients. Therefore, numerous small business endeavors attempt to streamline their content and their activities to align them with such algorithms. In this research, the authors emphasize the hazards that may be attributed to the extreme of such optimization.
The study identifies a gap in the existing literature by explicitly focusing on small businesses, conceptualizing over-optimization in strategic risk, and describing the lived experience of changes in visibility. These findings suggest that relying too heavily on algorithmic visibility may threaten a brand's future goals, make it more vulnerable to platform changes, and cause emotional stress that leads to a reactive approach. The implications for small business strategies and future research directions are studied.
Keywords: algorithmic visibility, social media, small business, over-optimization, recommendation systems, strategic risk.

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    National Research Journal of Sales and Marketing Management  contributes in the growth and application of Research & Technology, by delivering the latest information contained in research papers, which enables them to enhance understanding for advancements in research activities. We intends to Disseminate and promote the research works of research scholars, Academia.

  • Subscribe This Journal

    01-01-2025
    We Request to Subscribe our Journals for the Noble Cause to Spread Knowledge, Wisdom and also to Protect Intellectual Property Rights of Scholars Across the World.

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