Shanlax International Journal of Arts, Science and Humanities

The Role of Digital Marketing in Shaping Student Enrollment Decision: Insights from Engineering Colleges in India

S. Amrutha — 2026-04-01

This study examines the significance of digital marketing strategies in influencing students’ enrolment decisions at engineering colleges in Tamil Nadu. It investigates the strategies students use when deciding which engineering college to attend in Tamil Nadu, focusing on social media marketing and email marketing, and relationship management in marketing engineering colleges. This study used a survey of students from engineering colleges. The relationships among the study variables were examined using structural equation modelling. The findings indicate that marketing content, the use of social media, and the management of institutional online reputation significantly affect students’ enrolment decisions, whereas email marketing and virtual campus tours are relevant but marginally affect students’ enrolment decisions. This study enables higher education institutions to enhance their digital marketing to facilitate student enrolment. It also focuses on the evolving digital environment and the marketing of education.

Enhancing Groundwater Management Through Multi-Criterion Weighted Overlay Analysis Using Geospatial Analysis

N. Jabakumar — 2026-04-01

In the semiarid part of the Dharmapuri district, Marandahalli Firka, Tamil Nadu, which covers an area of approximately 132 km², groundwater is important for meeting the needs of both people and farms. This study identified groundwater potential zones by combining remote sensing (RS) and geographic information system (GIS) methods. This was done using inverse distance weighting (IDW) interpolation to generate well-yield distribution maps and confirm spatial patterns. Satellite data and other maps were used to create thematic layers that showgeology, lineament density, land use/land cover, drainage density, normalised difference vegetation index, and normalised difference water index. The multi-criteria weighted overlay index was used to assign weights to each layer so that a combined groundwater potential index (GWPI) could be demarcated. The results classified the study area into three groundwater potential zones: 49.25% of the area had low groundwater potential, 47.76% had moderate potential, and the remaining 2.98% had high groundwater potential. Field validation was conducted to find groundwater and help the Dharmapuri Marandahalli Firka manage its water resources sustainably. Future studies may incorporate long-term groundwater monitoring data and analyses of climate variability to understand temporal variations in groundwater resources. The application of advanced modelling techniques, such as machine learning, alongside groundwater quality and socioeconomic considerations, could further enhance the accuracy and sustainability of groundwater management in the study area.

A Study on the Operational Efficiency of Selected Pharmaceutical Companies in India

S. Mahalakshmi — 2026-04-01

The Indian pharmaceutical industry has emerged as a significant contributor to the global healthcare market because of its innovation, cost efficiency, and expanding production capacity. This study analyzes the financial and operational performances of ten leading pharmaceutical companies in India—Cipla, Sun Pharmaceutical Industries, Aurobindo Pharma, Dr. Reddy’s Laboratories, Cadila Pharmaceuticals, Glaxo Smith Kline Pharmaceuticals Ltd, Glenmark Pharmaceuticals, Torrent Pharmaceuticals, Lupin Limited, and Ranbaxy Laboratories—during the period 2012–13 to 2021–22. The primary objective was to evaluate their financial efficiency and operational performance using various accounting and statistical measures. The study is based on secondary data collected mainly from the PROWESS database of the Centre for Monitoring Indian Economy (CMIE), along with information from the Bombay Stock Exchange and other reliable sources. Financial performance was assessed through ratio analysis covering profitability, liquidity, solvency, asset utilisation, and working capital efficiency. Statistical techniques, such as mean, standard deviation, variance, skewness, kurtosis, and compound annual growth rate (CAGR), correlation, and regression analysis, were applied using Microsoft Excel and SPSS.
The results reveal that the selected companies exhibit satisfactory overall financial performance, although moderate fluctuations are observed across the study period. Cipla records the highest mean production and sales performance, indicating its dominant market position, while Glenmark Pharmaceuticals demonstrates the highest growth rate. Stability in production is observed in Glaxo Smith Kline Pharmaceuticals Ltd. and Ranbaxy Laboratories, whereas higher variability is found in Torrent Pharmaceuticals and Lupin Limited. Regression analysis further indicates that company size, growth, GDP, leverage, and cash conversion cycle significantly influence liquidity This study assesses the profitability of the Indian pharmaceutical industry. It helps companies and investors understand its financial efficiency. It aims to help management identify its financial problems at present and the specific areas in the business that might need some effort for more effective and efficient utilisation of its resources. The study concludes that efficient asset utilisation, improved sales performance, and increased investment are crucial for sustaining long-term growth and competitiveness in the Indian pharmaceutical industry.

Exploring Ethical Governance with Artificial Intelligence in Banking Sector

R. Sabapathi — 2026-04-01

The banking industry’s quick adoption of artificial intelligence (AI) has drastically changed decision-making, operational effectiveness, and service delivery. This study aims to examine the extent and nature of AI implementation in banking, evaluate the ethical governance procedures used by banks, and examine how ethical AI governance influences risk management. To comprehend how ethical issues affect AI-driven banking operations, this study focuses on important factors such as transparency, security, accountability, AI governance, and risk management. The results show that AI is extensively used in banking operations, including digital service platforms, fraudulent activity detection, customer relationship management, and credit evaluation. According to the report, strong AI governance frameworks are essential for resolving these issues by incorporating moral values into organizational rules and technological procedures.
Additionally, the data show a strong connection between risk management and ethical AI governance. Banks are better able to recognise, evaluate, and reduce operational, reputational, and compliance risks when they prioritise transparency, security, and accountability in their AI systems. In addition to boosting stakeholder trust, ethical governance makes banking organisations more resilient and sustainable. This study highlights the necessity of incorporating ethical governance into AI deployment to achieve productive innovation in the banking industry. Enhancing AI governance procedures with strong frameworks and ongoing oversight can guarantee that the advantages of AI are achieved while reducing the related risks.

Cyber Crime and its Impact on Elderly – A Sociological Analysis about the Digital Scam against Elderly

P. Sethurajakumar — 2026-04-01

Back Ground of Study:
The elderly are considered one of the revered groups in our community. The contribution of the elderly to society is innumerable in terms of moral values, etiquette, disciplined life, and so on. The disintegration of the joint family system, establishment of the nuclear family, migration of children, and the ideology of individualism are factors that have reversed the condition of the elderly. This change has promoted domestic violence, emotional abuse, ignorance, and cheating. In recent days, they have been targeted by technical scammers. Phishing activities against the elderly are increasing through social media, phones, mail, and chats. Consequently, they are experiencing more insecure living conditions in their recent days. With this view, the researcher has chosen this title to expose the connection between digital scams and the elderly.
Purpose of the Study: To present the condition of the cyber crimes against elderly along with its impacts.
Objectives:
To study the role of the social media in the elderly day to day life
To find the ways and means of penetration of cyber crime among elderly
To bring out the consequences of cyber crime issues among the elderly
To explain the strategies and coping mechanism to get away from cyber crime actions Methods and Sampling:
Secondary sources were used in this study. To determine the role and negative impact of cybercrime among the elderly, a content analysis method was adopted. In this format, social media posts from various online sources regarding cyber crime against the elderly were collected. A six-month period of social media information was used for this study. A descriptive method was used to explain this research study.
Results:
The results show that lonely elderly people were the main targets of cyber criminals. Elderly people who have retired from decent government and private jobs are threatened and emotionally blackmailed by the culprits. They regularly use the format of digital arrest, drugs through courier services, bank officials, and the judiciary and police department names. The elderly were emotionally controlled and instructed not to reveal this cyber crime to their family members. Lack of technical awareness, social connection, and weak cyber laws are associated with the promotion of cybercrimes. The police, judiciary, and media channels are responsible for solving this matter.
Future Scope:
This research urges the government administration to enact appropriate senior-related policies. Research on the relationship between family members and senior citizens and social capital connections should be promoted to reduce this kind of cybercrime.

A Study on Factors Influencing Customer Satisfaction Towards FMCG Products in the Retail Sector in Thiruvarur Town

S. Suganthi — 2026-04-01

This study examines customer satisfaction with Fast-Moving Consumer Goods (FMCG) products in the retail sector, focusing on the influence of key factors such as product quality, price, brand image, availability, packaging, value for money, store environment, and staff behaviour. A pilot survey was conducted with 75 respondents selected through convenience sampling, and data were collected using a structured questionnaire based on a five-point scale. The findings indicate that most consumers reported positive satisfaction, with product quality and value for money being the most important determinants. Gender differences in satisfaction were minimal, whereas younger consumers and frequent buyers reported relatively high satisfaction levels. Statistical analysis using cross-tabulation, percentage analysis, regression, and ANOVA confirmed that multiple factors significantly affect the overall customer satisfaction. The study concludes that maintaining consistent product quality, competitive pricing, and a supportive retail environment is essential to enhance customer satisfaction and encourage repeat purchases. Future research should involve a larger sample and additional variables, such as digital shopping behaviour and promotional strategies, to provide deeper insights into evolving consumer preferences.