International Journal of Commerce and Management Research Studies (IJCMRS)
The International Journal of Commerce and Management Research Studies (IJCMRS) stands as a beacon of knowledge and innovation in the field of commerce and management. Designed as a platform for researchers, scholars, and practitioners to showcase their groundbreaking research and dynamic insights, IJCMRS exemplifies excellence in academic publishing. With a commitment to fostering dialogue and driving forward the frontiers of knowledge, IJCMRS provides a space for rigorous empirical studies, theoretical advancements, and practical applications in the realm of commerce and management. Drawing upon a global network of contributors and reviewers, the journal ensures a diverse range of perspectives and methodologies are represented, offering readers a comprehensive and nuanced view of contemporary issues in the field. This journal adheres to the policies and ethical standards prescribed by the UGC-CARE. As a platform for cutting-edge research, IJCMRS invites submissions that explore emerging trends, innovative practices, and critical challenges facing the world of commerce and management. By facilitating cross-disciplinary collaboration and fostering a culture of intellectual curiosity, the journal seeks to push the boundaries of traditional scholarship and inspire new avenues for exploration. In a rapidly evolving and interconnected world, IJCMRS stands as a vital resource for scholars, practitioners, and students seeking to stay at the forefront of the latest developments in commerce and management. With a commitment to excellence, integrity, and intellectual rigor, the journal is dedicated to advancing knowledge and driving innovation in the field. Title International Journal of Commerce and Management Research Studies(IJCMRS) Frequency Quarterly ISSN(ONLINE) 3049-1908 ISSN(PRINT) 3139-1958 Publisher Eduschool Academic Research and Publishers Chief Editor Dr. M.M.Bagali Starting Year 2024 (Online) 2025 (Print) Subject Business Management Language English Publication Format Online & Print Email Id ijcmrs@eduresearchpublication.com, info@eduresearchpublication.com Website www.eduresearchpublication.com Address Eduschool Academic Research and Publishers Airport Road, Nayathode Kavala, Angamaly -72, Kerala, India. Submission Link www.eduresearchjournal.com/index.php/ijcmrs/sub
Eduschool Academic Research and Publishers
Determinants of Employee Retention in a Small-Scale Rubber Processing Firm: Evidence from Crescent Crumbs Pvt. Ltd., Kerala, India
Employee retention has become a central concern of human resource management because the cost of replacing an experienced worker frequently exceeds the cost of keeping one. Much of the Indian retention literature, however, is drawn from information technology, telecommunications and business process outsourcing, and comparatively little is known about retention in small and medium-sized manufacturing units. This study examines the factors associated with employee retention at Crescent Crumbs Pvt. Ltd., an ISO 9001:2008 certified crumb rubber (ISNR-20) processing firm employing approximately 150 people at Pengattussery, Aluva, Kerala. A descriptive cross-sectional design was adopted. Primary data were gathered from 50 employees selected through convenience sampling using a structured 25-item questionnaire administered during December 2013 and January 2014, and were analysed using percentage analysis supported by diagrammatic representation. The results indicate high levels of satisfaction with hygiene-type conditions: 100% of respondents reported receiving salary on the due date, 96% reported adequate rest room facilities, 94% reported that bonus payments influenced their motivation and performance, and 92% were satisfied with the corporate facilities provided. Weaknesses emerged in three areas: the absence of free transport (60%), limited use of informal and recreational engagement at work (56%), and reported obstruction by internal policies and procedures (80%). Only 18% of respondents linked a possible exit to career opportunities, while 70% cited personal reasons. The findings are broadly consistent with the two-factor account of motivation and with earlier evidence that supervisor support and the work environment are important determinants of retention. Practical recommendations are offered for the firm, and the methodological limits of a small convenience sample are acknowledged.
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Government Paddy Development Schemes And Their Impact On Production And Market Supply: A Review Of The Literature With Special Reference To Palakkad, Kerala
Rice is the staple food of Kerala, yet the state produces only a fraction of its requirement and has experienced a sustained contraction in the area under paddy over the past half-century. Successive central and state governments have responded with a dense architecture of paddy development schemes, comprising minimum support price and assured procurement, input subsidies and per-hectare cultivation assistance, mechanisation and group-farming support, conservation incentives, and agricultural credit and crop insurance. This article reviews the theoretical and empirical literature bearing on the evaluation of these schemes and their impact on paddy production and market supply, with special reference to Palakkad, the leading rice-producing district of the state. Drawing on foundational works in agricultural and development economics, the diffusion-of-innovations and technology-adoption literatures, supply-response theory, and the political science of policy implementation, together with empirical studies from Kerala, India, and comparable developing-country settings, the review synthesises current knowledge around five themes: the decline of paddy cultivation and its causes; the design of government schemes; farmers’ awareness and utilisation of schemes; the impact of schemes on production and marketed surplus; and the role of implementation and extension in shaping outcomes. The review finds that scheme effectiveness cannot be inferred from expenditure or aggregate production figures, and that awareness, utilisation, and realised outcomes must be treated as distinct. It identifies a need for district-level, dual-perspective evaluation that separates awareness from utilisation and incorporates the viewpoint of implementing officers alongside that of farmers, and outlines directions for future research.
Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
It is with great pleasure that we present the latest issue of the International Journal of Commerce and Management Research Studies (IJCMRS). This issue brings together a diverse collection of scholarly contributions that explore critical developments shaping contemporary commerce, management practices, financial decision-making, and sustainable economic systems. The articles featured in this volume reflect the journal’s commitment to advancing interdisciplinary research that addresses both theoretical advancements and practical challenges in the rapidly evolving global business landscape.
Earnings Management and Financial Reporting Quality: A Systematic Literature Review of Mechanisms, Determinants, and Consequences (2000 to 2024)
This systematic literature review synthesizes empirical and theoretical research on earnings management and financial reporting quality published between 2000 and 2024. Following PRISMA guidelines, 118 peer-reviewed articles were selected from an initial pool of 2,341 records sourced from Web of Science, Scopus, and SSRN. The review maps the conceptual landscape of earnings management across its primary manifestations: accruals-based earnings management, real activities manipulation, and classification shifting. Key determinants identified include audit quality, corporate governance mechanisms, institutional ownership, managerial compensation structures, and financial distress proximity. Consequences of earnings management documented in the literature span reduced earnings informativeness, elevated cost of capital, distorted investment allocation, and reputational penalties following enforcement actions. The review identifies three underexplored areas warranting future research: the interaction between IFRS adoption and earnings management in emerging markets, the role of artificial intelligence in both enabling and detecting manipulation, and the long-term consequences of real activities manipulation for firm innovation and sustainability. The paper contributes a structured synthesis that advances both theoretical understanding and practical guidance for auditors, regulators, and financial statement users.
Resilience Strategies in Global Supply Chains: A Cross-Industry Case Study Analysis of Disruption Response and Recovery
Global supply chains have demonstrated acute vulnerability to systemic disruptions, as evidenced by the cascading effects of the COVID-19 pandemic, the Suez Canal blockage of 2021, and escalating geopolitical trade tensions. This case study-based research investigates the supply chain resilience strategies employed by four multinational firms across the automotive, pharmaceutical, electronics, and fast-moving consumer goods (FMCG) sectors during the period 2020 to 2024. Applying Yin's (2018) multiple-case study design, the research analyzes how firms implemented supply chain resilience capabilities including redundancy, flexibility, visibility, and collaboration in response to major disruptions. Cross-case analysis reveals that firms achieving superior recovery performance combined proactive redundancy investment with dynamic supply chain reconfiguration capabilities and digital visibility infrastructure. Single-source dependency emerged as the most consistent predictor of prolonged disruption impact, while collaborative supplier relationships accelerated recovery across all four cases. The study develops a Disruption-Recovery-Resilience (DRR) cycle model and offers practical implications for supply chain strategists in disruption-prone operating environments.
Capital Structure Decisions and Firm Performance: Empirical Evidence from Listed Companies in Emerging Markets
This empirical study investigates the relationship between capital structure decisions and firm performance among publicly listed companies in emerging market economies, with evidence drawn from India, Brazil, and South Africa. Using a panel dataset of 360 listed firms over a ten-year period (2014 to 2023), the study employs fixed-effects regression and structural equation modeling to examine how debt-equity financing choices influence return on assets (ROA), return on equity (ROE), and Tobin's Q. Survey data collected from 180 Chief Financial Officers (CFOs) complemented the archival analysis by capturing managerial motivations underlying financing decisions. Findings reveal that leverage has a significant negative effect on ROA (beta = -0.34, p < 0.001) but a nuanced positive effect on Tobin's Q at moderate debt levels, consistent with the trade-off theory. Firm size, asset tangibility, and profitability are identified as significant determinants of capital structure. The study contributes empirical evidence to the capital structure debate in emerging market contexts and offers actionable guidance for corporate financial managers and market regulators.
Biodiversity Commerce and Zoological Economics: The Wildlife Trade, Ecosystem Services Market, and the Commercialization of Animal Biodiversity
This interdisciplinary research paper investigates the complex intersection of commerce and zoology, with a focused inquiry into three interrelated domains: the global wildlife trade economy, the valuation and marketization of ecosystem services derived from animal biodiversity, and the emerging bio-commerce sectors including zoopharmacognosy, nature-based tourism, and bioprospecting. Drawing from economic theory, ecological science, and trade policy, this study examines how commercial forces drive, disrupt, and occasionally conserve zoological resources. Employing a mixed-methods approach comprising systematic literature review, secondary data analysis, and case study evaluation, the paper argues that the commodification of animal life, when left unregulated, accelerates biodiversity loss, but when strategically governed, can generate sustainable economic value that incentivizes conservation. The findings underscore the urgent need for integrated bio-economic policy frameworks that reconcile commercial objectives with ecological imperatives. This paper contributes a novel interdisciplinary perspective to both commerce studies and conservation science, offering practical recommendations for policymakers, businesses, and conservation bodies.
The Psychology of Purchase Decisions: A Conceptual Framework Integrating Dual-Process Theory, Brand Affect, and Digital Nudging in Contemporary Consumer Behaviour
This conceptual paper develops an integrated theoretical framework for understanding consumer purchase decisions in digitally mediated marketplace environments. Drawing on dual-process theory (System 1 and System 2 cognition), brand affect theory, construal level theory, and behavioral economics, the paper proposes the Consumer Decision Architecture Model (CDAM), which explains how digital environments systematically interact with cognitive processing modes to shape purchase outcomes. The framework synthesizes four decades of consumer behavior research with emerging evidence from neuromarketing, digital nudging, and online behavioral targeting. Three central propositions are advanced: digital interfaces disproportionately activate System 1 (heuristic) processing through environmental design choices, brand affect moderates the relationship between processing mode and purchase intention and construal level mediates the temporal and social distance effects of digital nudging on consumer decision quality. The paper contributes a unified theoretical architecture that bridges classical consumer behavior models with contemporary digital marketing practice, offering researchers a testable framework and practitioners actionable design principles for ethical consumer engagement.
The forthcoming issue of the International Journal of Commerce and Management Research Studies (IJCMRS) presents a diverse collection of scholarly contributions that examine emerging transformations in global commerce, financial systems, consumer behavior, and management practices. The articles included in this issue collectively emphasize the growing influence of digital technologies, sustainability considerations, and evolving institutional frameworks shaping contemporary business environments across developing and emerging economies. A central theme across several contributions is the transformative role of digital innovation in enhancing economic participation and operational efficiency. One study investigates the impact of digital payment systems on financial inclusion among small and medium enterprises, highlighting improvements in credit access, banking relationships, and financial resilience. Another article explores the influence of e-commerce adoption on revenue growth among women-owned micro-enterprises in Sub-Saharan Africa, underscoring the role of digital platforms in expanding market reach and empowering underserved entrepreneurs. Additionally, research on blockchain technology adoption in trade finance provides empirical evidence on its capacity to reduce transaction processing time, minimize discrepancies, and strengthen inter-firm trust in cross-border trade environments.
Tax Compliance Behavior Among Gig Economy Workers in Developing Countries: The Interplay of Tax Morale, Institutional Trust, and Digital Tax Administration
The rapid expansion of digital platform-mediated gig work has created a structurally novel compliance challenge for tax administrations in developing countries, as millions of self-employed individuals earning income through ride-hailing, freelance, delivery, and domestic services platforms generate taxable income that falls largely outside the third-party withholding frameworks that anchor compliance in formal employment. This study investigates the determinants of voluntary tax compliance behavior among gig economy workers in Mexico, Morocco, and Bangladesh, integrating the Slippery Slope Framework of Kirchler with tax morale theory and behavioral public finance to develop a model in which institutional trust, perceived power of authority, tax morale, and digital tax administration quality jointly determine compliance behavior. Using a vignette-based survey experiment administered to 541 active gig workers, supplemented by 32 in-depth interviews, the study employs ordered logistic regression and structural equation modeling to estimate the relative effects of voluntary and enforced compliance pathways. Results indicate that tax morale exerts the strongest effect on compliance intention (beta = 0.52, p < 0.001), followed by trust in tax authority (beta = 0.38, p < 0.001), digital tax administration quality (beta = 0.34, p < 0.001), and perceived audit probability (beta = 0.27, p < 0.01). Income transparency, generated by digital platform payment records, moderates the compliance-intention-behavior gap. Country-level institutional environment significantly moderates all structural relationships. The study contributes to the behavioral tax compliance literature and offers targeted recommendations for revenue authorities seeking to extend the fiscal reach of digital taxation to the growing gig workforce.
Influencer Credibility, Brand Trust, and Impulsive Purchase Intention in Social Commerce: A Cross-Generational Investigation Across Emerging Markets
Social commerce platforms integrating peer recommendation, influencer content, and seamless in-app purchasing have fundamentally restructured consumer decision-making processes across emerging markets, where mobile-first internet adoption and youthful demographic profiles amplify the behavioral reach of influencer-mediated commerce. Despite rapid market growth, the mechanisms through which influencer credibility translates into brand trust, and subsequently into impulsive purchase intention, remain incompletely theorized and insufficiently tested across generational cohorts and cultural contexts in developing economies. This study develops and tests an integrated model grounded in the Elaboration Likelihood Model, Source Credibility Theory, and Stimulus-Organism-Response framework to examine how influencer expertise, trustworthiness, and parasocial relationship intensity shape brand trust and impulsive purchase intention among Generation Z and Millennial consumers in Egypt, Indonesia, and Nigeria. Drawing on survey data from 624 active social commerce users and employing covariance-based structural equation modeling (CB-SEM) with multi-group analysis, the study finds that influencer trustworthiness exerts the strongest effect on brand trust (beta = 0.49, p < 0.001), which fully mediates the relationship between all influencer credibility dimensions and impulsive purchase intention. Parasocial relationship intensity significantly moderates the trustworthiness-brand trust relationship (beta = 0.26, p < 0.01). Generation Z consumers demonstrate significantly stronger parasocial relationship effects than Millennials, while cultural tightness-looseness moderates the relative weight of expertise versus trustworthiness pathways across the three national samples. The study contributes to social commerce, consumer behavior, and influencer marketing literatures and offers actionable recommendations for brand managers, platform operators, and marketing regulators in emerging market contexts.
Supply Chain Finance Adoption, Working Capital Efficiency, and Firm Profitability Among Manufacturing SMEs: Panel Evidence from Southeast Asia
Supply chain finance (SCF) represents a rapidly expanding set of financial instruments and platforms designed to optimize liquidity distribution across buyer-supplier networks by leveraging anchor buyer creditworthiness to extend affordable financing to supply chain participants. Despite its growing commercial prominence and its theoretical promise as a solution to working capital constraints facing manufacturing small and medium enterprises (SMEs) in developing economies, rigorous empirical evidence on the firm-level performance outcomes of SCF adoption among SMEs remains limited. This study employs a balanced panel dataset of 341 manufacturing SMEs across Thailand, Indonesia, and the Philippines over eight fiscal years from 2016 to 2023 to examine the relationship between SCF adoption, cash conversion cycle efficiency, and return on assets. Two-way fixed effects panel regression, augmented by instrumental variable estimation and dynamic GMM to address endogeneity and persistence in working capital outcomes, constitutes the primary analytical method. Results indicate that SCF adoption is associated with a statistically significant reduction in the cash conversion cycle of 18.4 days (p < 0.001) and an improvement in return on assets of 2.3 percentage points (p < 0.01). Buyer relationship quality, SCF platform digital maturity, and anchor buyer credit rating positively moderate the performance effects of SCF adoption. Qualitative evidence from 28 semi-structured interviews with SCF program managers and SME finance directors illuminates the operational mechanisms through which these gains are realized and identifies persistent barriers including collateral-free financing skepticism and platform interoperability limitations. The study contributes to the supply chain finance, working capital management, and SME finance literatures and offers actionable recommendations for banks, fintech SCF providers, and trade finance policymakers in the ASEAN region.
Green Finance Literacy, Environmental Attitudes, and Sustainable Investment Behavior among Retail Investors in Emerging Economies: A Cross-National Structural Analysis
The global green finance market surpassed USD 1 trillion in annual issuance in 2023, yet retail investor participation in environmentally sustainable financial instruments remains disproportionately concentrated in high-income economies. Understanding the behavioral and attitudinal determinants of sustainable investment decisions among retail investors in emerging markets is therefore a matter of both academic and policy urgency. This study examines the influence of green finance literacy, environmental attitudes, and perceived green investment risk on sustainable investment behavior among retail investors in India, South Africa, and Vietnam. Drawing on the Theory of Planned Behavior and the Value-Belief-Norm framework, a conceptual model is developed and tested using partial least squares structural equation modeling (PLS-SEM) on data collected from 596 retail investors. The measurement model demonstrates satisfactory reliability and validity across all constructs. Results reveal that green finance literacy exerts the strongest direct effect on sustainable investment behavior (beta = 0.48, p < 0.001), followed by environmental attitude (beta = 0.34, p < 0.001) and subjective norms (beta = 0.27, p < 0.01). Perceived green investment risk exerts a significant negative effect (beta = -0.31, p < 0.001). Income level and prior investment experience positively moderate the literacy-behavior relationship. Country-level invariance testing confirms partial metric invariance, with India and South Africa showing stronger literacy effects than Vietnam. The findings advance the behavioral green finance literature and offer targeted implications for financial regulators, investment platforms, and sustainability-oriented investor education programs.
Blockchain Technology Adoption in Trade Finance: Implications for Cross-Border Transaction Efficiency and Trust Among Emerging Market Enterprises
Cross-border trade finance remains one of the most friction-intensive domains of international commerce, characterized by documentary redundancies, prolonged settlement cycles, and persistent trust deficits among counterparties operating across heterogeneous legal and institutional environments. Blockchain technology, with its properties of immutability, distributed consensus, and programmable smart contracts, has been widely proposed as a structural solution to these inefficiencies. Yet rigorous empirical evidence on whether and how blockchain adoption translates into measurable efficiency and trust gains for enterprises in emerging markets remains limited. This study employs a longitudinal panel design spanning 36 months to examine blockchain adoption outcomes among 284 export-oriented enterprises in South Africa, India, and Taiwan. Difference-in-differences estimation with firm fixed effects is used to isolate the causal effect of blockchain platform adoption on three outcomes: trade document processing time, letter of credit discrepancy rates, and inter-firm trust scores. Results indicate that blockchain adoption reduces average document processing time by 61.4% (p < 0.001), letter of credit discrepancy rates by 44.2% (p < 0.001), and significantly improves inter-firm trust scores (Cohen's d = 0.79). Interoperability constraints, legacy system integration costs, and regulatory uncertainty are identified as primary barriers to scaling adoption. The study contributes to the nascent empirical literature on blockchain in trade finance and offers actionable recommendations for enterprises, financial intermediaries, and trade facilitation bodies.
E-Commerce Adoption and Its Effect on Revenue Growth Among Women-Owned Micro-Enterprises: A Multi-Regional Study in Sub-Saharan Africa
Women-owned micro-enterprises represent a significant segment of the informal and semi-formal commercial landscape in Sub-Saharan Africa, yet they remain disproportionately excluded from the growth opportunities afforded by digital commerce. This study investigates the extent to which e-commerce adoption influences revenue growth, market reach, and business sustainability among women-owned micro-enterprises in Nigeria, Ghana, and Senegal. A convergent parallel mixed-methods design was employed, combining quantitative survey data from 518 women entrepreneurs with qualitative data from 30 focused group discussions. Multiple regression analysis, propensity score matching, and cross-case thematic analysis were deployed to analyze the data. Results indicate that e-commerce adoption is associated with a statistically significant increase in monthly revenue (mean difference = 34.7%, p < 0.001) and an expanded customer base extending beyond local geographic boundaries. Social capital, smartphone ownership, and access to reliable logistics services emerged as significant enabling conditions. Barriers including platform transaction fees, internet affordability, and gender-specific social norms were found to attenuate adoption benefits. The study contributes empirical evidence at the intersection of gender, digital commerce, and enterprise development, with implications for inclusive economic policy in the African Continental Free Trade Area context.
The Impact of Digital Payment Systems on Financial Inclusion: Evidence from Small and Medium Enterprises in Developing Economies
The rapid proliferation of digital payment systems has fundamentally altered the financial landscape of developing economies, offering novel pathways to financial inclusion for previously underserved populations. This study examines the relationship between digital payment adoption among small and medium enterprises (SMEs) and their access to formal financial services in India, Kenya, and Vietnam. Employing a mixed-methods research design, the study gathered quantitative data from 432 SME owners through structured questionnaires and qualitative insights from 24 in-depth interviews. Structural equation modeling (SEM) and thematic analysis were used to analyze the data. Findings reveal that digital payment adoption significantly improves SMEs' credit access (beta = 0.61, p < 0.001), banking relationships (beta = 0.47, p < 0.01), and overall financial resilience. Regulatory environment and digital literacy were found to be significant moderating variables. The study contributes to financial inclusion discourse by providing cross-country empirical evidence and practical recommendations for policymakers, fintech providers, and financial institutions.
The International Journal of Commerce and Management Research Studies (IJCMRS) is pleased to present this issue, which brings together a compelling collection of research exploring how digital transformation, sustainability, and ethical practice are reshaping contemporary business and economic life. The articles in this volume reflect a world in transition. Studies on e-commerce and digital payments highlight how technology is redefining consumer behavior, expanding market access, and opening new pathways for financial inclusion, particularly across emerging economies. Equally significant is the examination of small and medium enterprises, where digital adoption emerges not only as an engine for growth but also as a space marked by structural challenges, capability gaps, and uneven opportunities.
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Empirical Validation of an Ethical Branding Heuristics Index (EBHI) for AI Marketing
The proliferation of artificial intelligence in marketing practices has intensified consumer concerns regarding ethical implications, yet no validated instrument exists to systematically measure consumer perceptions of AI ethics in branding contexts. This study develops and empirically validates an Ethical Branding Heuristics Index (EBHI) through a mixed-methods approach combining exploratory factor analysis, confirmatory factor analysis, and multiple regression modeling across three industry sectors (technology, retail, and financial services). Data from 1,247 consumers revealed a five-factor structure encompassing Transparency Perception (α = .89), Algorithmic Fairness Concern (α = .86), Data Privacy Assurance (α = .91), Human Agency Preservation (α = .84), and Outcome Accountability (α = .87). Cross-industry validation demonstrated strong predictive validity for brand trust (R² = .67), purchase intention (R² = .54), and brand advocacy (R² = .61). The EBHI provides marketing practitioners and researchers with a psychometrically robust tool for assessing and predicting consumer ethical perceptions in AI-enabled branding contexts, contributing to the emerging field of algorithmic marketing ethics.
Impact of Digital Payment Systems on Consumer Behavior and Financial Inclusion
This study investigates the impact of digital payment systems on consumer behavior and financial inclusion in emerging economies over the period 2018-2024. Utilizing a mixed-methods approach combining quantitative analysis of transaction data from major digital payment platforms with qualitative surveys of 2,500 consumers across five emerging markets (India, Brazil, Nigeria, Indonesia, and Kenya), we examine the adoption patterns, behavioral shifts, and financial inclusion outcomes associated with digital payment adoption. The study employs the Technology Acceptance Model (TAM) extended with perceived risk and trust constructs, alongside panel data regression analysis to identify determinants of adoption and usage intensity. Our findings reveal that perceived ease of use, trust in digital platforms, and smartphone penetration are the strongest predictors of digital payment adoption, explaining 68% of variance in adoption rates. The results demonstrate significant improvements in financial inclusion metrics, with digital payment users showing 45% higher savings rates and 32% greater access to formal credit compared to non-users. Furthermore, the study identifies a transformation in consumer spending patterns, with digital payment users exhibiting more frequent but smaller transactions and increased participation in e-commerce activities. The COVID-19 pandemic served as a significant accelerator, with adoption rates increasing by 156% during 2020-2021. These findings carry important implications for policymakers designing financial inclusion strategies, financial institutions developing digital products, and researchers studying the transformation of consumer financial behavior in the digital age.
The Role of E-commerce in SME Growth: Challenges and Opportunities
This study examines the role of e-commerce adoption in driving small and medium enterprise (SME) growth, analyzing both the opportunities and challenges faced by SMEs in the digital marketplace environment. Drawing on data from 1,850 SMEs across six countries (India, Vietnam, Thailand, Philippines, South Africa, and Mexico) collected between 2019 and 2024, the research employs a longitudinal panel data approach combined with qualitative case studies to understand the mechanisms through which e-commerce influences firm performance. The analytical framework integrates the Resource-Based View (RBV) with dynamic capabilities theory to explain heterogeneity in e-commerce success among SMEs. Our findings reveal that e-commerce adoption is associated with a 34% average increase in annual revenue and 28% expansion in customer base, with these effects being mediated by digital marketing capabilities and supply chain integration. However, the study identifies significant challenges including digital skills gaps affecting 62% of SMEs, logistics infrastructure constraints impacting 48%, and payment system integration difficulties faced by 41% of firms. The results demonstrate that firm-level digital capabilities, particularly in data analytics and customer relationship management, moderate the relationship between e-commerce adoption and performance outcomes. Furthermore, ecosystem factors including platform support services, access to digital financing, and government digital initiatives significantly influence SME success in e-commerce. These findings provide actionable insights for SME managers developing digital strategies, platform operators designing SME support programs, and policymakers crafting inclusive digital economy policies.
Corporate Social Responsibility and Firm Performance: Evidence from Emerging Markets
This study investigates the relationship between Corporate Social Responsibility (CSR) activities and firm financial performance in emerging markets, examining the moderating roles of institutional quality, industry characteristics, and stakeholder salience. Utilizing a comprehensive panel dataset of 2,450 publicly listed firms across twelve emerging economies (Brazil, Russia, India, China, South Africa, Mexico, Indonesia, Turkey, Poland, Thailand, Malaysia, and Philippines) over the period 2012-2023, we employ multiple econometric approaches including fixed-effects regression, system GMM, and propensity score matching to establish robust causal inferences. CSR performance is measured using ESG ratings from multiple data providers and supplemented with content analysis of sustainability reports. Our findings reveal a significant positive relationship between aggregate CSR performance and financial outcomes (ROA, Tobin's Q, and stock returns), with environmental and social dimensions showing stronger effects than governance in emerging market contexts. The relationship exhibits significant non-linearity, with optimal CSR investment levels varying by firm size and industry. Importantly, institutional quality moderates this relationship, with stronger CSR-performance links in countries with better regulatory enforcement and stakeholder awareness. Industry-level analysis reveals that the CSR-performance relationship is most pronounced in consumer-facing and environmentally sensitive industries. The study also documents a temporal lag of 2-3 years between CSR investments and financial returns, suggesting that patience is required to realize CSR benefits. These findings contribute to the ongoing debate on the business case for CSR and provide practical guidance for managers and policymakers in emerging markets seeking to integrate sustainability considerations into corporate strategy.
The Impact of E-Commerce on Consumer Buying Behavior: A Comprehensive Study of Digital Transformation in Retail
This research article examines the profound impact of electronic commerce on consumer buying behavior in the contemporary retail landscape. The study investigates how digital transformation has fundamentally altered purchasing patterns, decision-making processes, and customer expectations across various demographic segments. Utilizing a mixed-methods research approach, this study collected quantitative data from 847 respondents through structured questionnaires and qualitative insights from 45 in-depth interviews conducted across multiple geographic regions. The findings reveal that e-commerce adoption has significantly influenced consumer behavior through enhanced convenience, expanded product accessibility, price transparency, and personalized shopping experiences. Statistical analysis using multiple regression models demonstrates strong correlations between e-commerce usage frequency and changes in traditional shopping habits (r = 0.73, p < 0.001). The study further identifies key factors driving online purchasing decisions, including website usability, mobile optimization, social proof mechanisms, and secure payment infrastructure. Results indicate that 78.4% of respondents have modified their purchasing behavior due to e-commerce availability, with younger demographics (18 to 34 years) showing the highest adaptation rates. The research contributes to existing literature by providing empirical evidence of behavioral shifts and offers practical implications for retailers navigating the digital transformation. Recommendations for business practitioners include investment in omnichannel strategies, enhancement of digital customer experience, and adoption of data-driven personalization techniques.
Volatility Spillovers and Market Integration: A Dynamic Connectedness Analysis of Emerging and Developed Stock Markets (2010–2024)
This study investigates the dynamic volatility spillovers and market connectedness between emerging and developed stock markets over the period 2010–2024. Employing the Time-Varying Parameter Vector Autoregressive (TVP-VAR) model combined with the Diebold-Yilmaz connectedness framework, we analyze the magnitude, direction, and time-varying nature of volatility transmission across fifteen major stock market indices. The sample includes eight developed markets (United States, United Kingdom, Germany, France, Japan, Canada, Australia, and Switzerland) and seven emerging markets (China, India, Brazil, Russia, South Africa, Mexico, and Indonesia). Our empirical findings reveal that developed markets, particularly the United States, serve as dominant transmitters of volatility spillovers, while emerging markets predominantly act as net receivers. The total connectedness index exhibits significant time variation, with pronounced spikes during the European sovereign debt crisis, the Chinese stock market turbulence of 2015–2016, and most notably during the COVID-19 pandemic. The results demonstrate that crisis periods substantially intensify cross-market volatility linkages, reducing the benefits of international portfolio diversification precisely when they are most needed. These findings carry significant implications for international investors, portfolio managers, and policymakers seeking to understand systemic risk transmission and develop effective risk management strategies in an increasingly interconnected global financial system.
It is with great pleasure that we introduce the latest issue of the International Journal of Commerce and Management Research Studies (IJCMRS) a scholarly platform committed to advancing knowledge, innovation, and critical inquiry in the fields of commerce, management, and digital business transformation. This issue encapsulates the journal’s continuing mission to bridge academic rigor with real-world application, bringing together research that addresses pressing economic, technological, and ethical challenges confronting modern commerce.
Data Privacy and Security in E-commerce: Addressing Contemporary Challenges in Online Transaction Environments
The exponential growth of e-commerce has fundamentally transformed global retail landscapes while simultaneously creating unprecedented challenges in data privacy and security management. This paper examines the multifaceted nature of data protection challenges within e-commerce ecosystems, analyzing current threats, regulatory frameworks, and technological solutions. Through a comprehensive review of recent literature and industry reports, this study identifies key vulnerabilities in online transaction systems, evaluates the effectiveness of existing security measures, and assesses the impact of evolving privacy regulations on e-commerce operations. The analysis reveals that while technological advances have enhanced security capabilities, the increasing sophistication of cyber threats and the complexity of multi-jurisdictional compliance requirements continue to pose significant challenges. The findings suggest that effective data protection in e-commerce requires a holistic approach integrating advanced technological solutions, robust regulatory compliance, and comprehensive user education. This research contributes to the understanding of contemporary e-commerce security challenges and provides insights for developing more effective privacy protection strategies in digital commerce environments.
Designing Ethical Nudges: Aesthetic Principles for Trustworthy AI Marketing
Objective: This study investigates the design and effectiveness of ethical nudges in AI-driven marketing interfaces, examining how minimalist aesthetic principles combined with transparency cues influence consumer trust and engagement. Methods: A mixed-methods approach employing eye-tracking experiments (N=240) and UX design metrics assessed the effectiveness of ethical nudging mechanisms across three interface conditions: standard AI marketing, minimalist transparent design, and enhanced ethical nudging. Participants engaged with e-commerce platforms while eye-tracking data, trust measures, and behavioral intentions were recorded. Results: Minimalist interfaces with ethical transparency cues significantly increased consumer trust scores (M=4.21, SD=0.83) compared to standard AI marketing interfaces (M=3.14, SD=1.02), t(238)=8.94, p<.001. Eye-tracking data revealed 34% longer fixation duration on transparency elements and 28% reduction in cognitive load indicators. Implications: Findings demonstrate that aesthetic minimalism combined with ethical AI disclosure enhances trustworthy marketing relationships while maintaining commercial effectiveness. This research provides empirical foundations for developing ethical guidelines in AI marketing design.
Economic Growth and Inequality: Analyzing the Relationship Between Economic Growth, Income Inequality, and Social Mobility
This paper examines the complex relationship between economic growth, income inequality, and social mobility using a mixed-methods approach incorporating both quantitative analysis of OECD data (2000-2024) and theoretical frameworks from development economics. The research question investigates whether economic growth necessarily leads to increased income inequality and reduced social mobility, or if policy interventions can decouple these relationships. Using panel data analysis and the Great Gatsby Curve framework, findings reveal a nuanced relationship where the quality and inclusiveness of growth matter more than growth rates alone. Results indicate that while rapid economic growth can exacerbate inequality in the short term, countries with strong institutional frameworks and redistributive policies maintain higher social mobility despite growth. The study contributes to understanding how policy design can harness economic growth while preserving social mobility and reducing inequality.
Rebranding Loyalty: The Phygital Bridge of Ethical Brand Experiences
This paper examines the emerging paradigm of phygital brand experiences that integrate transparent artificial intelligence as a core component of brand identity rather than merely as a technological tool. The research question explores how brands can leverage immersive digital-physical environments where ethical AI behaviors, particularly privacy respect and transparency are experienced emotionally rather than communicated rationally. Through theoretical analysis and conceptual framework development, this study proposes that successful phygital loyalty strategies require a fundamental shift from AI as operational infrastructure to AI as experiential brand ambassador. The findings suggest that when consumers emotionally experience ethical AI behaviors through carefully designed touchpoints, brand loyalty transcends traditional transactional relationships to become deeply embedded emotional connections. The theoretical contribution lies in the integration of experiential marketing theory, digital ethics, and consumer psychology to create a new framework for understanding loyalty in the age of ambient computing. Practical implications include the development of design principles for creating immersive environments where ethical AI behaviors become tangible emotional experiences that strengthen brand-consumer relationships.
Copyright (c) 2025 Sr. S. Mary Maglin Alven (Author) https://creativecommons.org/licenses/by/4.0
Sustainability Practices in Retail Supply Chains: A Comparative Analysis of Global Brands
This study examines sustainability practices in retail supply chains across major global brands, analyzing how sustainability initiatives are implemented, measured, and communicated. Through comparative analysis of ten leading global retailers, we investigate the depth and breadth of sustainability integration throughout their supply chains. Data from corporate sustainability reports, third-party assessments, and industry benchmarks were analyzed to determine patterns of adoption, implementation challenges, and competitive advantages. Findings reveal significant variation in approach and commitment levels, with European retailers generally demonstrating more mature sustainability frameworks than their North American and Asian counterparts. The research identifies four key dimensions of supply chain sustainability implementation: supplier engagement, materials sourcing, logistics optimization, and transparency mechanisms. Results indicate that while sustainability reporting has become standard practice, substantial gaps exist between public commitments and operational implementation. A sustainability maturity model is proposed to help retailers progress from compliance-focused approaches toward transformative business models that create shared value across the supply chain. The study contributes to understanding how sustainability practices are evolving in global retail and identifies best practices that can be adopted by retailers seeking to enhance their environmental and social performance.
Copyright (c) 2025 Girish M C (Author) https://creativecommons.org/licenses/by/4.0
It is with great pleasure that we present the latest issue of the International Journal of Commerce and Management Research Studies (IJCMRS). This edition encapsulates a diverse range of contemporary research topics that reflect the dynamic and multifaceted nature of commerce and management disciplines. The articles included herein showcase the profound insights and innovative methodologies employed by researchers to address pertinent challenges and opportunities in these fields.