Digital Storytelling and Creative Arts as Tools for Mindflourish and Wellfulness in Higher Education Ruby Evangelin M., P. Shalini, A. Vanitha, Delecta Jenifer R., R. Vettriselvan Promoting Mindfulness Flourishing and Wellness in Higher Education Through the Arts, 2026 The combination of creative arts and digital storytelling in the tertiary environment provides a strong model to improve student well-being, resilience, and engagement. This chapter is about their role in promoting the processes of Mindflourish (mindfulness + flourishing) and Wellfulness (well-being + mindfulness) using positive psychology, transformative learning and socio-cultural practice. According to a research study on the sample of 300 students and 20 faculty members at 20 institutions, it was found that arts-based mindfulness supports emotional expression, reduction of stresses and development of collaborative sense of belonging in an academical context. Case studies detail the functions of urban and rural adaptation and a proposable practical framework of resilience, emotional literacy, and all-inclusive participation are presented in the chapter
A Cultural Lens on Corporate Social Responsibility: Unlocking CSR and Employee Happiness K. Subha, P. Shalini, Arnav Acharya, K. Kiran, Meera Elizabeth Emmanuel Developing an Architecture of Future Ready Business Excellence, 2026 This research aims to understand the influence of different dimensions of organizational culture on the effectiveness of Corporate Social Responsibility (CSR) practices in the Indian IT sector. It examines how these cultural frameworks shape and implement corporate social responsibility practices, such as health and safety programs, work-life balance, community involvement, and environmental sustainability programs to promote employee well-being and happiness. The data was collected using questionnaires which is distributed amongst the IT sector employees in India. The analysis is done through structural equation modeling to understand the influence of various types of organizational culture, such as clan, adhocracy, market, and hierarchy, on CSR and its impact on employee happiness. The findings reveal that internal CSR programs significantly boost employee happiness within clan and hierarchy cultures. External CSR practices do not have a direct impact on employee happiness; thus, the employee-oriented CSR strategy must be developed in specific cultural contexts.
Systematic Review on Online Brand Advocacy's (OBA) Antecedents and Consequences P. Shalini, R. Gokilavani, M. Durgarani, Deepa Manokaran, S. Catherine, K. Selvi Indian Journal of Information Sources and Services, 2026 Objective: The primary objective of this study is to discern and synthesize the antecedents and consequences of online brand advocacy (OBA) through a systematic review of empirical studies that employ OBA as a measurable construct. In this study, the gap in our knowledge about the drivers and the effect of OBA is identified, with the synthesis of empirical evidence being made on a systematic level to determine the main antecedents and outcomes of OBA. Methodology: A total of 35 peer-reviewed articles were compiled from Web of Science, Taylor and Francis, Springer, and Sage databases. The search keywords included “OBA”, “Online brand advocacy,” and “brand advocacy.” Inclusion criteria were restricted to quantitative, survey-based empirical studies conducted between 2010 to 2021. Findings: The antecedents, consequences and theories of OBA were categorised into six themes: customer-brand relational factors were brand identification, brand equity, trust factors, brand loyalty, brand authenticity, customer satisfaction, individual factors were intrinsic and extrinsic motivations, personality congruence, brand experience, brand love, cognitive and affective image and social factors were community involvement, brand community attachment, social identity, firm performance, wealth creation. Based on theoretical foundations, we have the social identity theory and the social influence theory as the last theme. Originality/value: This review is novel in compiling and categorising the antecedents, consequences, and theories of OBA as used in empirical studies, providing a solid foundation for advancing research on OBA.
AI at the Crossroads of Compliance and Crime: Rethinking AML in the Digital Age R. Vettriselvan, Palanivel Rathinasabapathi Velmurugan, P. Shalini, T. C. Catherin, Krati R. Varshney, Marie G. Nakitende Financial Corruption and Money Laundering in the AI Era, 2025 As financial systems grow increasingly digitized, money laundering methods have become more complex and harder to detect. This chapter explores the dual role of AI in the digital economy,both as a tool for combating illicit financial activity and as a potential risk. With the rise of cryptocurrencies, decentralized finance, and automated financial platforms, traditional compliance mechanisms are struggling to keep pace. AI technologies offer powerful tools for improving transaction monitoring, identifying suspicious behavior, and enhancing real-time risk analysis. However, these technologies also raise concerns about bias, opacity, and regulatory accountability. Drawing on theoretical frameworks such as Routine Activity Theory and Strain Theory, the chapter examines structural vulnerabilities in digital finance. It also analyzes the current regulatory gaps that hinder effective enforcement. The study concludes with recommendations for ethically integrating AI into AML systems, strengthening global coordination, and updating compliance models for the digital era
Role of brand awareness, brand loyalty and advertisements towards consumer buying behaviour in insurance industry Dr.S. Sudha*, , Dr.P. Shalini, Dr.S. Vennilaashree, , and International Journal of Engineering and Advanced Technology, 2019 In the era of competition companies do face tough competitions in selling their products and services. The insurance industry too is not an exception to this. It is important that organizations do follow proper marketing strategies to grab the attention of the consumers. This paper has tried to research and reveal the best strategies that would help the insurance organizations to sell their insurance products to the consumers. Independent variables like Brand Awareness, Brand Loyalty and Advertisements. The dependent variable is Consumer Buying Behaviour was chosen for the study Data was collected from 100 insurance buying consumers on convenience basis. The results reveal, that brand awareness alone contribute towards insurance buying behavior but brand loyalty and advertisement contribution towards consumer buying behavior has not proved to be significant. Even though they do not contribute, these two variables are like pepper and salt required for pushing the insurance products.
Antecedents of women empowerment in rural india Dr.P. Shalini*, , Dr.S. Sudha, and International Journal of Recent Technology and Engineering, 2019 Women empowerment is one of the most important millennium development goals to reduce discrimination in developing countries. This paper attempts to explore the antecedents that has an influence on women empowerment in India. The sample consist of 277 rural women from various districts of Tamilnadu. The empirical results showed that the education, social and cultural issues, media and poverty are the antecedents for the women empowerment. Women having assets and bank account are also taken into consideration for the study. Finally we can conclude that the above factors need to be given importance to enhance the women role in the society and to reduce discrimination.
Retention of women employees in an organization Swapna Srikumar*, , Dr P Shalini, and International Journal of Recent Technology and Engineering, 2019 Retention is more significant than acquisition as it takes more cash and period than any process. Female employees are the greatest worthy and valued asset, particularly for any organisation. Female employee exiting, is a indication of deeper subjects that have not been fixed, which may include low worker confidence, absence of a clear job route, absence of acknowledgement, poor employee-manager associations or many other problems. Employee retention is connected to the labours by which bosses challenge to hold the workers in their labour force. In this sense, retaining becomes the policies rather than the consequence for an organisation. The necessity of the organisation is to entice the best female talent and to hold them for a long time in the organisation. Organizations will endure to be in a rotating gate for female employees unless HR managers arrange and offer plans and creativities to retain the female workers through their job. The major factor in the retention of female workers, would require organizations to think about best applies which leads to female employees grow in their career with one association. The paper focuses on studying the women retaining strategies and how to retain more women employees in an organisation (Shabnam K, (2017)).
Statistical investigation and analysis of emotional intelligence and workplace spiritualitiy on the oranisational performance Chourasia Sandhya Bhagawat et al., Chourasia Sandhya Bhagawat et al., and International Journal of Mechanical and Production Engineering Research and Development, 2019 Bharat" missions' goal to create a clean India. This waste is problematic for many reasons. Heaps of napkins using lots of disease causing germs pose danger. Women are certain and women's are not conscious. This system is among the very best method to dispose waste that would bleach napkin utilizing fire, without letting the procedure generated in, by the smoke established burner. This measure has to be taken to fix the issues that, usage of napkins triggers to the health and also to the environment.
A conceptual model on cross-selling and cross buying in banking sector Journal of Advanced Research in Dynamical and Control Systems, 2019
Role of emotional intelligence & work place spirituality on organisational performance with respect to manufacturing industries in Chennai. – An empirical study International Journal of Mechanical and Production Engineering Research and Development, 2018
A study on the adoption of perceived risk and perceived benefit on mobile banking International Journal of Applied Business and Economic Research, 2017
A study on job stress on job performance of private sector employee Man in India, 2017
