Abhigyan

This study examines the role of financial literacy (FL) in promoting financial inclusion (FI) among households in the Cachar district, Assam, with a specific focus on gender disparities. Primary data were collected from 111 respondents using structured questionnaires and schedules to assess household-level FL and FI. This study also examines gender-based inequalities and explores how FL facilitates improvements in FI among households. Composite indices were developed to measure FL and FI using percentage-correct scores, and statistical methods, such as t-tests and regression analyses, were employed to investigate gender disparities and the relationship between FL and FI. The results demonstrate low FL and FI levels, alongside a significant gender gap among households. The findings of the present study confirm the positive and significant impact of FL on FI. Furthermore, in addition to FL, demographic variables such as education, income and access to technology emerged as key drivers of FI among households. However, this study acknowledges its limitations, including a localised scope and reliance on self-reported data, highlighting the need for further research. The findings emphasise policy measures, including targeted FL initiatives, improved financial infrastructure and digital tools to address gender gaps.

Augmented reality advertising (ARA) is increasingly transforming the digital marketing landscape by enabling immersive and interactive ad experiences for consumers. Grounded in the stimulus–organism–response model and supported by the technology acceptance model, this study examines the Triple E dimensions of ARA—Engagement, Experience and Effect—among Indian consumers. Even with the soaring popularity of ARA, little is known about its influence on consumers. Data were collected from 312 respondents using a structured questionnaire administered and analysed using one-way analysis of variance, Tukey’s post hoc tests and the Friedman rank test. The findings indicate that ARA significantly enhances consumer engagement across demographic groups, improves experiential outcomes such as memorability and ease of understanding, and is positively associated with purchase-related responses, particularly among young consumers. The insights from the study can be used by marketers to design captivating and intriguing ads that will maximise consumer engagement, effects and experience.

The present study aims to investigate the crucial role played by talent acquisition strategies in shaping employee career pathways, moving beyond the traditional objective of merely filling vacancies. It explores how identifying, hiring and onboarding talent contributes to attracting and aligning individuals with organisational goals while supporting their long-term career growth. The primary aim is to investigate how recruitment strategies impact long-term career development within organisations and how retention strategies promote employee engagement and facilitate upward career progression. Adopting a quantitative and exploratory research design, the article employs text analytics techniques such as word cloud visualisation, text trend analysis and t-SNE (t-distributed Stochastic Neighbour Embedding) clustering. The findings divulge that talent acquisition strategies extend beyond the hiring phase, significantly influencing employee development and retention. The t-SNE analysis identified three thematic clusters—talent acquisition, employee development and workforce planning—highlighting the strategic and developmental contributions of human resources (HR) practices. The main limitation of the study is that it did not focus on establishing any causal relationships, and its findings are context-specific, limiting generalisability. Despite these limitations, the research offers practical insights for HR professionals seeking to align recruitment strategies with both employee career goals and organisational objectives. This study adds value by providing a fresh perspective on the strategic link between talent acquisition and employee retention, helping organisations formulate future-ready HR strategies.

Paternity leave is increasingly recognised as a key component of modern family policy, yet global research remains uneven. This bibliometric analysis maps the intellectual and geographical landscape of paternity leave scholarship in Scopus. From 2,967 records, 555 publications met inclusion criteria. Using Excel, VoSviewer and RStudio’s Biblioshiny trends in productivity, authorship, institutional output, country contributions, citations and keyword networks were examined. Findings show a sharp rise in publications after 2010, especially between 2020 and 2025, reflecting growing global interest. Keyword patterns indicate a shift from policy descriptions to broader themes of gender equality, child development, workplace culture and family well-being. However, research remains heavily concentrated in high-income regions, with significant gaps in South Asia, Africa, Latin America and the Middle East. These disparities highlight the need for more inclusive, context-specific research on paternity leave worldwide.

Artificial intelligence (AI) is transforming the advertising industry by reshaping how content is conceived, personalised and delivered. This study applies the SPAR-4-SLR protocol to systematically review the dual role of AI in advertising, with a focus on comparing generative AI and predictive AI (PAI) and examining their implications for advertising practice, consumer engagement and advertising education. Generative AI facilitates automated creativity through technologies such as deepfakes and personalised ad development, while PAI enhances audience segmentation and sentiment analysis. Based on an analysis of 42 peer-reviewed articles published between 2019 and 2025, the review categorises applications, benefits and emerging challenges. Findings indicate that generative AI improves creative efficiency and personalisation but raises ethical concerns surrounding authenticity, ownership and consumer trust. PAI enhances not only targeting precision and decision-making but introduces issues related to privacy, bias and transparency. The analysis highlights AI’s dual role in enhancing short-term advertising efficiency through personalisation, segmentation and automated creative generation, and in shaping long-term brand outcomes, including trust, loyalty and perceptions of authenticity. The study identifies key thematic clusters: (a) PAI for data-driven targeting and behavioural forecasting, and (b) generative AI for automated content production and creative augmentation. Ethical considerations surrounding transparency, bias, privacy and deepfake-based persuasion emerge as central challenges. The findings underscore the need for updated pedagogical frameworks in advertising education, emphasising AI literacy, ethical reasoning and creative–computational collaboration. This review concludes by outlining an agenda for future research on AI-supported advertising practices and the evolving intersection of machine intelligence, creativity and advertising instruction.