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S. No	Title	Page No.
1	PERCEPTION OF ORGANIZATIONAL CLIMATE- A STUDY OF PRIVATE SCHOOL TEACHERS IN TIRUPATTUR TOWN, Mrs. M. SANGEETHA & Dr. S. HARIHARAN	1-13
2	THE INFLUENCE OF SHORT-FORM VIDEO MARKETING ON CONSUMER PURCHASE INTENTION: AN EMPIRICAL STUDY OF INSTAGRAM REELS AND YOUTUBE SHORTS, Dr. S. NARESH & Dr. K. FLORENCE	14-22
3	THE INFLUENCE OF AI-GENERATED ADVERTISING ON BRAND TRUST AND CONSUMER LOYALTY: AN EMPIRICAL STUDY OF CONSUMER PERCEPTIONS IN THE DIGITAL MARKETING ERA, Dr. A. PARAMESHWARI	23-34
4	DETERMINANTS OF MUTUAL FUND INVESTMENT BEHAVIOUR AMONG RETAIL INVESTORS: AN EMPIRICAL STUDY ON RISK PERCEPTION, FINANCIAL LITERACY AND INVESTMENT AWARENESS, Dr. K. S. DINESH KUMAR	35-46
5	ECONOMIC BENEFITS AND EASE OF USE IN E-BIKE ADOPTION: EVIDENCE FROM TIRUPATTUR DISTRICT, ASHIK AHAMED H & Dr. B. SEENIVASAN	47-56
6	CHALLENGES OF TAPIOCA FRAMERS IN SALEM DISTRICT, TAMIL NADU, Mrs. R. PREMA & Dr. M. SASIKUMAR	57-63
7	PARENTAL HOMEWORK SUPPORT AND MATHEMATICS ACHIEVEMENT: A COMPARATIVE REVIEW OF CONTEMPORARY RESEARCH AND FUTURE DIRECTIONS, Dr. V. NALINI	64-67
8	EMERGING OF AGRICULTURAL MARKETING STRATEGIES TO ACHIEVE VISION VIKSIT BHARAT 2047 WITH RESPECT TO SALEM DISTRICT, P. MURUGESAN & Dr. V. RAJALAKSHMI	68-78
9	A STUDY ON MARK BASED EXAMINATION ATTITUDE AND MENTAL STRESS IN THE LEVEL OF HIGHER SECONDARY SCHOOL STUDENTS IN CHENGALPATTU DISTRICT, Dr. M. VIJAYAKUMAR	79-84
10	A CONCEPTUAL STUDY ON ACCOUNTING PRACTICES OF MSME SECTOR IN INDIA, Dr T. SUBRAMANIAN & Dr. C. PARAMASIVAN	85-94
11	WOMEN SEAFARERS AND MARITIME PROFESSIONALS: EXPLORING GENDER INCLUSION IN THE SHIPPING SECTOR, Prof. N. MURUGESWARI ,Dr. (Sr.) ISABELLA RAJAKUMARI & Dr. PRISHEELA P	95-102
12	EVALUATING CUSTOMER SATISFACTION AND PERCEPTION OF INTERNET BANKING WITH REFERENCE TO THANJAVUR, Dr. A. GOMATHI	103-112
13	A STUDY ON CONSUMER BUYING BEHAVIOUR TOWARDS ORGANIC FOOD PRODUCTS WITH REFERENCE TO ERODE DISTRICT, K. RAMESH & Dr. M. DEVI SRI	113-120
14	A STUDY ON CONSUMER PERCEPTION AND BRAND PREFERENCE BETWEEN BLINKIT AND ZEPTO IN INDIA’S QUICK COMMERCE SECTOR WITH REFERENCE TO CHENNAI CITY, Dr. S. SAMUEL THANGARAJ	121-133
15	THE ROLE OF PERSONALIZED DIGITAL EXPERIENCES IN ENHANCING CUSTOMER SATISFACTION AND LOYALTY AMONG ONLINE SHOPPERS IN TAMIL NADU, ASHWINI. S & Dr. K. MURUGAN	134-147
16	A REVIEW OF MERGERS AND ACQUISITIONS IN THE BANKING SECTOR: COMPARATIVE ANALYSIS AND IMPLICATIONS, Mr. YOGESH KUMAR A B, Dr. R. K. SENTHIL KUMAR & Dr. MAHANANDA B. CHITTAWADAGI	134-158
17	WOMEN ENTREPRENEURSHIP IN CHENNAI CITY: ISSUES, CHALLENGES AND DEVELOPMENT PROSPECTS, Mrs. R. NARMATHA ,Dr. D. SUPULAKSHMI & Dr. B. KAYATHIRIBAI	159-169
18	BANKING SECTOR ADAPTATION, AGRICULTURAL CREDIT ACCESSIBILITY AND RURAL FINANCIAL INCLUSION: AN EMPIRICAL STUDY OF THE DELTA REGION, Mrs. S. SHANKARI ,Dr. D. SUPALAKSHMI & Dr. B. KAYATHIRIBAI	170-185
19	DISTRICT-LEVEL DISPARITIES IN PRIMARY HEALTHCARE SERVICE QUALITY: A DATA-DRIVEN ASSESSMENT, M. UMA,Dr. A. ARULRAJ & Dr. M. SANTHANALAKSHMI	186-199
20	AN EMPIRICAL STUDY ON MANPOWER PLANNING PRACTICES AND EMPLOYEE PERFORMANCE IN SPINNING MILLS IN DINDIGUL DISTRICT, Mrs. R. SUGANTHI,Dr. D. SUPULAKSHMI & Dr. B. KAYATHIRIBAI	200-214

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