Stanzaleaf International Journal of Multidisciplinary Studies
The Digital Dopamine Loop: Behavioural Psychology, Artificial Intelligence and Sustainable Digital Well-Being
The enormous growth of digital technology has drastically changed human behaviour, communication, learning, and work. Social media platforms, online gaming ecosystems, streaming services, and recommendation systems driven by artificial intelligence (AI) have changed digital interactions into continuous engagement cycles that aim to maximise user attention. The Digital Dopamine Loop is a behavioural process in which intermittent digital rewards activate dopaminergic pathways, rewarding recurrent technology usage. While dopamine is widely misinterpreted as the "pleasure hormone," modern neuroscience recognises it largely as a neurotransmitter involved in motivation, anticipation, and reinforcement learning. Artificial intelligence accelerates these behavioural cycles by optimising user engagement through predictive analytics, personalised content suggestions, adaptive alerts, and persuasive interface design. This conceptual review synthesizes interdisciplinary evidence from behavioural psychology, neuroscience, information systems, artificial intelligence, digital marketing, and sustainability research published between 2021 and 2026. The article critically examines how AI-driven digital ecosystems create behavioural reinforcement loops that influence attention, productivity, mental well-being, consumer behaviour, and organizational performance. Drawing upon Behavioural Reinforcement Theory, Self-Determination Theory, Persuasive Technology Theory, Habit Formation Theory, and the emerging Digital Well-being Framework, the study proposes an integrated conceptual model explaining the interactions among AI algorithms, behavioural triggers, dopamine-mediated reward anticipation, habitual digital engagement, and long-term psychological outcomes. The review further explores sustainable digital well-being as a multidimensional construct encompassing responsible technology design, ethical artificial intelligence, digital literacy, organizational interventions, educational reforms, and public policy. It identifies critical research gaps concerning longitudinal behavioural outcomes, AI governance, algorithm transparency, digital ethics, and cross-cultural differences in technology dependence. The proposed conceptual framework offers theoretical contributions to behavioural science and information systems while providing actionable recommendations for policymakers, educators, technology developers, healthcare professionals, and organizational leaders. Ultimately, the article argues that balancing technological innovation with human-centred design principles is essential to creating sustainable digital ecosystems that enhance productivity without compromising psychological well-being.
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Engineering English through ICT Integration: A TPACK-Based Approach for Language Learning Enhancement
Information and Communication Technology (ICT) has gradually reshaped English language teaching by making classroom practices more interactive and learner-centred in higher education. In engineering education, this shift has created new opportunities to enhance students’ language learning experience and encourage more active classroom engagement. This study is framed within the Technological Pedagogical Content Knowledge (TPACK) framework, which helps explain how ICT is integrated into engineering English classrooms and how it supports language learning through the combined influence of technology, pedagogy, and subject knowledge. A quantitative survey design was adopted, and data were collected from 86 engineering students using a structured Likert-scale questionnaire in selected higher educational institutions in India. The responses were analysed using IBM SPSS and Microsoft Excel. The findings suggest that ICT integration improves student engagement, provides better access to learning resources, and supports the gradual development of English language skills among engineering students in higher education.
AI-Driven Personalized Learning in English Language Teaching: Enhancing Language Proficiency and Classroom Practice
Artificial Intelligence has increasingly become an influential force in English Language Teaching by supporting personalized learning, learner autonomy, real-time feedback, classroom planning, and language skill development. AI-driven personalized learning refers to the use of intelligent systems that adapt content, feedback, pace, difficulty level, and practice activities according to learners’ needs, abilities, interests, and progress. In English language classrooms, such systems can support vocabulary development, writing improvement, pronunciation practice, reading comprehension, grammar learning, and speaking confidence. This paper examines the role of AI-driven personalized learning in English Language Teaching, with particular focus on its contribution to language proficiency and classroom practice. The study discusses how AI tools can assist teachers in designing differentiated instruction, monitoring learner progress, and creating interactive learning environments. It also highlights concerns related to overdependence on technology, unequal access, data privacy, academic integrity, and the continuing importance of teacher supervision. The paper argues that AI should not be viewed as a replacement for English language teachers, but as a pedagogical support system that strengthens classroom practice when used critically, ethically, and purposefully. The study concludes that the future of AI in English Language Teaching depends on balanced integration, teacher training, learner awareness, institutional policy, and human-centered pedagogy.
Food, Senses and Memory: A Sensory Reading of Indian Fiction
This study examines how food, sensory perception, and memory intertwine in four Indian English novels. Using interdisciplinary perspectives from food studies, sensory anthropology, and memory theory, the analysis focuses on select passages that emphasize tastes, smells, and domestic culinary practices. Drawing on theoretical work by Halbwachs, Nora, Assmann, and Connerton on collective memory, as well as recent food-memory scholarship, the paper investigates how novelists encode cultural memory in gastronomic imagery. Methodologically, combined close textual reading with qualitative coding of sensory motifs in the narrative. Close readings reveal themes such as food as cultural archive, taste and smell as embodied memory, kitchens and gendered memory, ritual food and diaspora nostalgia, and food politics in postcolonial society. Quotations from the novels are interpreted in light of theory. Overall, food emerges as a multisensory mnemonic device, as memories of food are deployed to re-create home in the diaspora and exist in recollections, nostalgias, and forms of forgetting. The findings underscore the multisensory nature of narrative memory in literature.
Generative Artificial Intelligence in English Language Teaching: Pedagogical Innovations, Ethical Concerns, and Future Prospects
Generative Artificial Intelligence has become one of the most influential technological developments in contemporary education, especially in English Language Teaching. Tools such as ChatGPT, Gemini, Claude, and other large language model-based applications are reshaping how teachers design lessons, provide feedback, assess learners, and support language practice beyond the classroom. In English Language Teaching, Generative Artificial Intelligence offers opportunities for personalized learning, automated feedback, interactive conversation practice, writing support, content creation, and learner autonomy. At the same time, it raises serious ethical concerns related to academic integrity, plagiarism, data privacy, algorithmic bias, overdependence, unequal access, and the possible weakening of human-centered pedagogy. This paper examines the role of Generative Artificial Intelligence in English Language Teaching by focusing on three major areas: pedagogical innovations, ethical concerns, and prospects. The study argues that Generative Artificial Intelligence should not be viewed as a replacement for teachers but as a supportive pedagogical tool that can enhance English language learning when used critically, ethically, and creatively. The paper concludes that the future of Generative Artificial Intelligence in English Language Teaching depends on teacher training, clear institutional policies, responsible learner use, and a balanced integration of technology with human judgment.
On the Analytical Relationship between the Fractional Hilbert Transform and Fourier Transform
The fractional Hilbert transform is a generalization of the classical Hilbert transform and plays an important role in various branches of engineering and science. In this paper, new analytical relationships between the fractional Hilbert transform and the classical Fourier transform are established. The results are derived using the definition of the fractional Hilbert transform and properties of the Fourier transform in the generalized function framework. Several fundamental transform identities are obtained, and the corresponding classical Hilbert transform relations are recovered as special cases. The derived theorems provide a useful theoretical framework for the analysis of fractional integral transforms and may find applications in solving differential equations, signal processing, and related areas of applied mathematics.
Social Media Discourse and the Changing Dynamics of English Language Expression
The rapid expansion of social media platforms has fundamentally transformed the ways in which English is produced, interpreted, and disseminated across global digital communities. Unlike conventional written communication, social media discourse is characterized by brevity, multimodality, interactivity, and rapid linguistic innovation. Users increasingly employ abbreviations, emojis, hashtags, internet slang, code-switching, memes, and multimodal expressions to convey meaning efficiently while simultaneously constructing personal and collective identities. These evolving communication practices have generated significant scholarly interest regarding their influence on vocabulary development, grammar, pragmatics, discourse organization, and language standardization. This study examines the changing dynamics of English language expression within contemporary social media environments by synthesizing existing linguistic, sociolinguistic, and digital communication research. The paper explores how technological affordances reshape language practices, examines both the opportunities and challenges associated with digital discourse, and proposes a conceptual framework linking platform affordances, user interaction, linguistic innovation, and language evolution. The study argues that social media should not be viewed merely as a source of language deterioration but rather as an evolving linguistic ecosystem that accelerates lexical innovation, promotes intercultural communication, and expands expressive possibilities while simultaneously raising concerns regarding formal writing competence and communicative clarity. The findings contribute to the growing field of digital linguistics and provide implications for language education, communication studies, and future research on technology-mediated language change.
The Impact of Artificial Intelligence Writing Tools on English Language Learning and Academic Writing Practices
Artificial Intelligence (AI) has emerged as a transformative force in education, particularly in the field of language learning and academic writing. AI-powered writing tools such as grammar checkers, paraphrasing applications, automated feedback systems, and generative writing assistants have significantly altered how students learn and practice English writing skills. These technologies provide instant feedback, language correction, vocabulary enhancement, and writing suggestions, enabling learners to improve their linguistic competence and writing efficiency. However, the increasing dependence on AI-generated content raises concerns regarding originality, critical thinking, academic integrity, and the development of independent writing abilities. This study explores the impact of AI writing tools on English language learning and academic writing practices. It examines both the benefits and challenges associated with AI-assisted writing and discusses their implications for learners, educators, and academic institutions.
A Study on Employee Retention at Ace Automation Pvt. Ltd.
Employee retention has become a major challenge for organizations due to increasing competition for skilled labour and rapid technological changes. This study examines the factors influencing employee retention at Ace Automation Pvt. Ltd., a technology service company. A descriptive research design was adopted and primary data were collected from 150 employees through structured questionnaires. Percentage analysis and weighted average methods were used to interpret the data. The findings reveal that promotion opportunities, working environment, and welfare measures play a crucial role in employee retention. Although most employees are satisfied with incentives and job security, some issues exist regarding transportation facilities, training, and promotion policies. The study concludes that organizations must focus on employee engagement, career development, and supportive workplace policies to improve retention and organizational performance.
Quantum-Inspired Mathematical Models for Complex Decision Systems
The increasing complexity of modern decision-making environments has challenged the effectiveness of classical mathematical models. Traditional probabilistic frameworks often struggle to represent uncertainty, ambiguity, contextual dependence, and nonlinear interactions among decision variables. Quantum-inspired mathematical models have emerged as a promising interdisciplinary approach that leverages mathematical principles derived from quantum theory without requiring quantum computing hardware. These models utilize concepts such as superposition, interference, entanglement, and contextuality to represent complex decision processes more accurately. This paper explores the theoretical foundations, mathematical structures, and applications of quantum-inspired decision models in complex systems. The study examines how quantum probability theory provides a more flexible representation of human cognition, organizational decision-making, financial forecasting, and artificial intelligence systems. Furthermore, the paper discusses mathematical formulations, implementation strategies, advantages, challenges, and future research directions. The findings suggest that quantum-inspired models offer significant potential for addressing uncertainty and dynamic interactions in complex decision environments, thereby contributing to the advancement of intelligent decision support systems.
Customer Response to Discounts and Promotional Offers: An Exploratory Study of Zudio in Coimbatore
Discounts and promotional offers play an important role in influencing customer buying behavior, especially in retail stores like Zudio. This study examines how discounts affect customer preferences, shopping frequency, and brand loyalty in Coimbatore. Data was collected from 145 customers using a questionnaire and analyzed using both qualitative and quantitative methods. The study aims to identify which types of offers attract customers the most and how they impact purchase decisions. The findings help understand whether discounts increase sales and how Zudio can use them effectively without affecting its brand value.
Corpus-Based Analysis of Emerging Vocabulary Trends in Contemporary English
Language is a dynamic and continuously evolving system that reflects social, technological, cultural, and economic transformations occurring within society. In the twenty-first century, the rapid expansion of digital communication, globalization, social media interaction, and technological innovation has accelerated lexical change in unprecedented ways. New words, expressions, abbreviations, and semantic shifts emerge regularly, influencing contemporary English vocabulary across diverse communicative contexts. Corpus linguistics provides a powerful methodological framework for examining these lexical developments by enabling researchers to analyze large collections of authentic language data systematically. This study investigates emerging vocabulary trends in contemporary English through a corpus-based perspective, focusing on the factors driving lexical innovation, patterns of word formation, semantic evolution, and the impact of digital communication on vocabulary development. Drawing upon contemporary corpus linguistic research, the study explores how technological advancements, social media platforms, global cultural exchange, and changing communicative practices contribute to the emergence and dissemination of new lexical items. The findings indicate that contemporary English vocabulary is increasingly characterized by rapid lexical innovation, hybrid word formation processes, digital discourse influences, and the globalization of linguistic resources. The study further argues that corpus-based approaches provide valuable insights into ongoing language change and contribute significantly to understanding the evolving nature of English in the digital age.
Surveillance, Power, and Dystopian Writing: Panopticism and Digital Surveillance in Modern Dystopias
The relationship between surveillance and power has become one of the most significant concerns of the twenty-first century. Contemporary dystopian literature increasingly portrays societies governed through sophisticated systems of observation, data collection, and algorithmic control. Building upon Michel Foucault's theory of panopticism, modern dystopian narratives depict a transition from physical surveillance to digital monitoring, where individuals voluntarily participate in systems that track their behavior. This paper examines how panopticism has evolved within contemporary dystopian fiction and analyzes representations of digital surveillance in selected texts, including George Orwell's Nineteen Eighty-Four, Dave Eggers' The Circle, Margaret Atwood's The Handmaid's Tale, and Black Mirror. The study argues that modern dystopian narratives reveal the transformation of disciplinary power into networked forms of surveillance enabled by digital technologies, social media, biometric systems, and artificial intelligence. Through textual analysis and theoretical interpretation, the paper demonstrates how contemporary dystopian writing reflects growing anxieties about privacy, autonomy, and state-corporate control.
Multimodal Communication and English Language Competence in Twenty-First Century Learning Environments
The rapid advancement of digital technologies has transformed educational practices across the world, leading to the emergence of multimodal learning environments that integrate diverse forms of communication. In contemporary English language education, learners engage with information through multiple modes, including text, audio, video, images, animations, gestures, and interactive digital platforms. This shift from traditional print-based instruction to multimodal communication has significantly influenced the development of English language competence among learners. The present study examines the relationship between multimodal communication and English language competence in twenty-first-century learning environments. Drawing upon social semiotic theory, multimedia learning theory, and constructivist perspectives, the study explores how multimodal resources facilitate language acquisition, communicative competence, critical thinking, and digital literacy. Through an extensive review of existing literature, the paper demonstrates that multimodal communication enhances vocabulary acquisition, reading comprehension, listening proficiency, speaking skills, and writing abilities by providing authentic and engaging learning experiences. Furthermore, digital technologies enable learners to participate actively in collaborative knowledge construction and intercultural communication. The findings suggest that multimodal pedagogies not only improve linguistic competence but also equip learners with essential skills required for participation in global digital societies. The study concludes that multimodal communication represents a transformative approach to English language teaching and learning, offering significant opportunities for educational innovation in the digital age.
Exploring Educational Stress: An Exploration of Pressure and Coping Strategies in Chetan Bhagat’s Five Point Someone
This article explores the widespread issue of academic stress as depicted in Chetan Bhagat’s Five Point Someone, providing a detailed challenges encountered by the main character and the coping techniques they adopt. The discussion highlights how India’s intensely in esteemed institutions such as the Indian Institutes of Technology (IITs), amplifies stress level among learners. By analysing the experiences of the three primary characters Hari, Ryan and Alok the research evaluates the mental and emotional effects of academic pressure and critically examines their methods of coping the results highlight the pressing to mental well-being and encourage a more balanced method of academic success.
Drawing Infertility: Visual Resistance, Dark Humor, and the Subversion of the ‘Baby Machine’ in Rohini S. Rajagopal’s What’s a Lemon Squeezer Doing in My Vagina?
In the contemporary socio-cultural landscape of India, infertility is heavily stigmatised, often transforming the female body into a site of intensive medical surveillance and societal pressure. Whilst existing scholarship in Medical Humanities critically examines the institutional medicalisation of infertile bodies, reducing them to living laboratories or baby machines, the specific role of visual narratives as a mode of agency remains largely under-explored. This paper scrutinises Rohini S. Rajagopal’s graphic memoir, What’s a Lemon Squeezer Doing in My Vagina? (2021), through the lens of Graphic Medicine to explore how visual text and literary prose intersect to reclaim the maternal body. Drawing upon feminist critiques of medicalisation and the framework of Visual Rhetoric, this study argues that Rajagopal utilises dark humour and satirical metaphors as vital coping mechanisms and tools of resistance against the clinical coldness of Assisted Reproductive Technologies (ART). By analysing how the trauma of invasive procedures and the cyclic despair of IVF failures are articulated, the paper demonstrates how the text subverts the eighteenth-century biomedical metaphor of the body as a mechanical object. Grounded in recent scholarship up to 2026, the study further engages with contemporary debates surrounding digital medicalisation, social-media infertility communities, and legislative developments in Indian ART regulation. Ultimately, this study contributes a fresh perspective to Indian Medical Humanities, illustrating how patient-authored narratives can disrupt institutional medical hegemony and foster empathy by restoring subjective human experience to the discourse of reproductive failure.
The Future of Academic English Writing in the Age of Generative Artificial Intelligence
The emergence of Generative Artificial Intelligence (GAI) has initiated a transformative shift in academic writing practices across educational institutions worldwide. Technologies such as large language models, intelligent writing assistants, automated feedback systems, and AI-powered content generation tools have redefined the ways students, researchers, and educators engage with academic discourse. While traditional academic writing has long emphasized critical thinking, originality, linguistic competence, and scholarly integrity, the increasing integration of artificial intelligence into writing processes presents both unprecedented opportunities and significant challenges. This study explores the future of Academic English Writing in the age of Generative Artificial Intelligence by examining the evolving relationship between human authorship and machine-assisted composition. Drawing upon recent developments in educational technology, digital literacy, applied linguistics, and artificial intelligence research, the study investigates how AI tools influence writing quality, language proficiency, creativity, academic integrity, and critical thinking. Through a qualitative review of contemporary literature, the paper argues that Generative Artificial Intelligence should not be viewed merely as a replacement for human writing but rather as a collaborative partner that can enhance academic communication when used ethically and responsibly. The findings suggest that the future of Academic English Writing will increasingly depend on learners’ abilities to critically evaluate, refine, and ethically utilize AI-generated content while maintaining intellectual ownership and scholarly authenticity. The study concludes that educational institutions must develop new pedagogical frameworks, assessment practices, and digital literacy competencies to prepare learners for AI-enhanced academic environments.
The Evolution of English Language Communication in the Digital Era: Opportunities, Challenges, and Future Perspectives
The English language has experienced remarkable transformation in the digital era due to the rapid advancement of communication technologies, globalization, and the increasing dependence on online platforms. As digital technologies continue to shape modern society, English has emerged as the dominant medium of communication across social media networks, virtual learning environments, international business platforms, and artificial intelligence-based systems. The integration of technology into everyday communication has significantly influenced vocabulary, grammar, writing styles, and interaction patterns. Digital communication has created new opportunities for language learning, cross-cultural exchange, and global connectivity while simultaneously presenting challenges related to linguistic accuracy, language simplification, and the preservation of formal communication standards. This study examines the evolution of English language communication in digital environments, explores its implications for language users, and analyzes the future prospects of English in an increasingly interconnected world. Through a qualitative analysis of contemporary trends, the research highlights how technology continues to reshape the structure and function of English while emphasizing the need to maintain linguistic competence in academic and professional contexts.
Nature as the Savior of Humanity in Rudyard Kipling's The Jungle Book
Nature has often been represented in literature as both a nurturing mother and a powerful force capable of sustaining human life. In Rudyard Kipling's The Jungle Book (1894), nature is not portrayed as an enemy of humanity but as a protective and life-giving force that guides, educates, and saves human beings. Through the character of Mowgli, a human child raised by wolves, Kipling demonstrates the intimate relationship between humans and the natural world. This paper examines The Jungle Book through the lens of environmentalism and ecocriticism, arguing that nature functions as a saviour by providing shelter, moral education, physical protection, and ecological wisdom. The novel challenges anthropocentric assumptions by presenting the jungle as a harmonious ecosystem in which humans can survive only when they respect natural laws. The study concludes that Kipling's work offers an early environmental message emphasizing coexistence, interdependence, and ecological responsibility.
Literature as Resistance: Social Transformation and Structures of Power in Abdulrazak Gurnah’s Fiction
Narratives of transformation have long served as powerful literary spaces through which societies examine change, authority, identity, and resistance. Literature does not merely represent human experience; it also questions the systems that organize, control, and often silence human lives. In postcolonial writing, this function becomes especially significant because literature records the hidden consequences of colonial rule, migration, displacement, and unequal political power. This paper examines these concerns through the fiction of Abdulrazak Gurnah, whose novels explore the complex relationship between individual lives and larger structures of power. By focusing on selected works such as Paradise (1994), By the Sea (2001), and Afterlives (2020), the study analyses how Gurnah portrays social transformation through migration, memory, colonial violence, exile, and survival. His narratives reveal that power does not operate only through formal institutions such as colonial administrations, governments, courts, or armies; it also functions through trade, family relations, language, religion, cultural memory, and social hierarchy. Through qualitative textual analysis, this paper argues that Gurnah’s fiction presents literature as a form of resistance, not through loud political slogans, but through the careful recovery of suppressed histories and marginalized voices. His novels show how ordinary people negotiate oppressive structures, endure historical trauma, and create new forms of identity and belonging. The study concludes that Gurnah’s works invite readers to rethink the relationship between literature, governance, and social justice by demonstrating how storytelling can expose injustice, challenge dominant histories, and imagine more humane forms of social transformation.
Reimagining Disability in Amish Tripathi's Shiva Trilogy: A Disability Studies Perspective
Disability has traditionally been represented in mythology and literature either as a symbol of divine punishment or as a marker of moral deficiency. Contemporary Disability Studies challenges these assumptions by arguing that disability is not merely a medical condition but also a social and cultural construct. Amish Tripathi's Shiva Trilogy (The Immortals of Meluha, The Secret of the Nagas, and The Oath of the Vayuputras) offers a unique reinterpretation of disability through the representation of the Nagas, individuals born with physical deformities and bodily differences. Rather than depicting them as monsters or cursed beings, Tripathi exposes the prejudice and exclusion imposed upon them by society. This article examines the trilogy through the lens of Disability Theory, particularly the works of Lennard J. Davis, Rosemarie Garland-Thomson, and Tom Shakespeare. It argues that the trilogy critiques ableist social structures and advocates for inclusion, dignity, and the recognition of bodily diversity.
Ethical AI for Sustainable Development: Building Responsible and Transparent AI Systems for Inclusive Economic Growth
This study examines the role of ethical Artificial Intelligence in promoting sustainable development and inclusive economic growth. It highlights the growing importance of integrating fairness, transparency, and accountability into AI systems to ensure responsible innovation. The research adopts a descriptive and analytical approach, combining both qualitative and quantitative methods to assess stakeholder perceptions. Data were collected from students, professionals, and academicians to evaluate awareness and attitudes toward ethical AI. Statistical tools such as Chi-square and ANOVA were used to analyze relationships and group differences. The findings reveal a significant association between awareness of ethical AI and positive perceptions of its role in sustainability. Professionals demonstrated the highest level of confidence in ethical AI applications, followed by students and academicians. The study also identifies key challenges, including bias, lack of transparency, and unequal access to AI technologies. It emphasizes the importance of explainable AI and responsible governance frameworks. Furthermore, the research aligns ethical AI practices with the United Nations Sustainable Development Goals (SDGs). The study suggests that embedding ethical principles in AI design can enhance trust and social acceptance. It concludes that ethical AI is essential for bridging socio-economic gaps and ensuring equitable growth. Overall, the research provides insights into building human-centric and sustainable AI systems for the future.
Digital Marketing Adaptability Enabled by Digitalisation in the Digital Era
As digital transformation accelerates, businesses must adapt to rapidly evolving digital environments, challenging traditional marketing practices and demanding new technological capabilities. This overview examines how digitalisation and digital marketing competencies interact to influence adaptability in a digitally driven context. Using a conceptual evaluation approach, the discussion highlights how varying levels of digital skills and marketing expertise jointly shape an organisation’s or marketer’s ability to adapt. Digital marketing proficiency and digital literacy can be understood through different levels of capability, categorising marketers or organisations into distinct groups based on their skill sets. Findings from recent trends indicate that individuals or firms possessing both advanced marketing expertise and strong digital literacy demonstrate significantly higher levels of adaptability, underscoring the increasing importance of technological skills alongside conventional marketing knowledge. Digital literacy strengthens marketers’ ability to navigate complex digital platforms and tools, thereby enhancing adaptability, while low digital literacy can restrict flexibility and limit marketing performance. Additionally, digitalisation brings both benefits and challenges to marketing practices. While digital skills enhance campaign effectiveness, customer engagement, and data-driven decision-making, they also impose new demands for continuous upskilling, technological awareness, and risk management. Although digital transformation offers substantial advantages—such as improved reach, automation, and real-time analytics, it also presents challenges, including rapid technological changes, dependency on digital tools, and the need for ongoing capability development. As the marketing landscape evolves, adaptability enabled by digitalisation will be crucial for marketers to thrive in digital ecosystems. The implications underscore the need for organisations to integrate digital literacy training with traditional marketing skill development, ensuring that marketers are well-equipped to operate effectively in the future of digital marketing.
The Future of Tamil in India: Challenges, Identity, and Linguistic Sustainability
The Tamil language, also known as Tamizh, is a timeless symbol of cultural identity, historical nuance, and intellectual depth that goes beyond simple communication. This essay investigates Tamizh’s ongoing vitality and tenacity in the face of contemporary linguistic influences and socio-political difficulties. With its roots in an unbroken literary history that stretches back thousands of years, Tamizh continues to be used in its social and holy contexts in addition to being spoken and written. The language has long been entwined with culture, science, and everyday life, as evidenced by temples that revere it as divine, great literature like Thirukkural that is admired throughout the world, and buildings like the Grand Anicut and musical temples that attest to the Tamizh people’s inventiveness. However, the forced growth of Hindi and the supremacy of English in modern culture pose existential challenges. This essay contends that intergenerational transmission and diasporic pride preserve Tamizh language purity and cultural significance in spite of code-switching movements like “Tanglish”. One contemporary example of the Tamizh people’s solidarity in protecting their identity is the Jallikattu protests of 2017. In the end, Tamizh is not only surviving; it is changing, growing, and making its presence known throughout the world. Its soul is in its people’s hearts, not only in books or temples.
Business analytics in managerial decision-making in emerging economies: evidence from Pakistan
Purpose: Firms in emerging economies are increasingly investing in business analytics (BA) capabilities to strengthen their decision-making processes and move toward more evidence-based organizational governance. While a growing body of literature documents the operational and strategic benefits of BA in mature market contexts, its application in complex top management decisions in emerging economies, such as Pakistan, remains considerably underexplored. Grounded in the resource-based view of the firm, this study investigates top management perceptions of the adoption and use of BA when making decisions concerning the firm's resource base in a Pakistani corporate environment. Design/methodology/approach: This study employed a qualitative research design using semi-structured interviews to gather in-depth perceptions from 15 top managers employed in large Pakistani firms. Participants were drawn from firms with significant decision-making responsibilities spanning multiple industries, enabling a rich and contextually grounded understanding of BA use. Findings: The findings reveal that top managers in Pakistan primarily rely on BA output to monitor business performance against established targets and to guide short-term corrective measures. For more complex, future-oriented strategic decisions, top managers supplement BA-derived knowledge with non-analytical knowledge sources, including stakeholder consultations, industry expert opinions, and contextual judgments shaped by local market dynamics. Furthermore, both individual-level and organizational-level expectations regarding BA significantly shape how and why top managers choose to engage with it. Originality/value: This study contributes to the emerging literature on business analytics value in developing economies by documenting the purposes and rationales underlying top management ’sBA use in Pakistan. It advances the resource-based view discourse by demonstrating how top managers in a high-uncertainty, relationship-intensive business environment navigate the boundaries between analytics-driven and experience-driven decision-making.
Language, Technology, and Social Identity: A Multidisciplinary Linguistic Study of English Communication in Digital Knowledge Ecosystems
The article is concerned with the English communication, technological platform, and establishment of social identities within the modern digital knowledge ecosystems. Using the sociolinguistics, discourse analysis, and digital studies the paper will discuss the importance of English as a medium and the social resource in the online creation of knowledge, sharing, and community practice. Three major typologies are discussed: (1) conceptual and stylized potentials of online services in engagement with English usage; (2) the role of English as a lingua franca and a space of navigation among the identity respondents within multilingualism; and (3) the role of the ecosystem architectures (platforms, recommender systems, collaborative knowledge repositories) in the participation, knowledge sharing, and identity expression. The article employs the qualitative content analysis and literature synthesis to establish the theoretical and empirical findings and concludes by offering methodological implications and themes of policy and platform design to ensure equitable engagement in digital knowledge ecosystems.
Topological Structures and Continuity: A Conceptual and Applied Study of Modern Topology
Topology is among the most basic and the most interrelated fields in the contemporary mathematics with focus on the qualitative features of space that cannot be deformed and is the same under continuous deformations. Topology focuses more on concepts like continuity, connectedness, compactness, and convergence unlike geometry, which is concerned with matters like length and angle, which are metric properties. Topology has been developed as an abstract branch of mathematics into a fully developed and powerful discipline with major applications into analysis, physics, computer science, and data science in the last century. The study provides a conceptual and practical analysis of the existing topology, including its structures, important theoretical concepts, and methodologies. It covers topological spaces, continuous functions and basic properties like compactness and connectedness with a major focus on their importance in modern mathematics, and other trans-disciplinary use. The idea in this research is to determine the long-term relevance of topology as both a theoretical and practical field of study in mathematics through a combination of old-fashioned topology and new applications.
Adaptive Computational Models for Intelligent Data-Driven Decision Systems in Complex Environments
Increasingly, modern decision systems are being executed in complex, uncertain and dynamic environments, ranging with autonomous vehicles and smart grids to adaptive healthcare monitoring. The paper reviews and summarizes adaptive computational frameworks that can support robust and data-driven decision making in these circumstances. An architectural taxonomy (learn, infer, adapt, and control layers) is defined, methodological decisions (probabilistic modeling, reinforcement learning, fuzzy logic, ensemble and hybrid models) described and a worked example where we perform statistical analysis to show how adaptation to nonstationary data can be done. The discussion outlines the main trade-offs (consistency vs. explanativeness, sample effectiveness vs. versatility), the presence of the in-text citations to the underlying literature, and the recommendations on evaluation and implementation. We provide tables, figures (descriptive diagrams), pseudocode and a plan of statistical analysis that can be reproduced. At the end of the paper, research and practice suggestions are provided.
Explicable Artificial Intelligence in Decision-Critical Systems: A Computational and Ethical Perspective
AI now is an inseparable part of the contemporary computer systems and affects the process of decision-making in many areas of life, including healthcare, finance, transportation, education, and governance. Despite the spectacular progress in predictive accuracy and automation, still, most modern AI systems, especially deep learning systems are opaque, or black-box, in their nature, and provide partial access to the process of decision-making. This privacy is very difficult to deal with technically, ethically and even as a societal concern mostly in applications that require accountability, fairness and trust as major concerns. The research paper explores the concept of Explainable Artificial Intelligence through the computer science lens including its theoretical basis, computation principles, and application. This paper discusses the necessity of explainability, how it can be performed in a computationally sound manner, and what are the drawbacks of existing XAI methods. This paper supports explainability as a key technical imperative to the sustainable application of AI systems by synthesizing algorithmic approaches and theoretical insights with the assistance of academic literature.
Strategic Decision-Making in Uncertain Markets: A Data-Analytics-Driven Managerial Perspective
Faster technological change, geopolitical shocks, supply-chain upheaval, and behavioral volatility have led to uncertainty in the market that has seen traditional forecasting and intuitive strategy becoming more vulnerable. This paper argues that modern strategic decision-making must combine (1) advanced data analytics (machine learning, time-series models, Bayesian updating), (2) probabilistic and scenario-based methods (Monte Carlo simulation, scenario planning, robust decision making), and (3) managerial processes that translate analytics into actions (decision rules, dashboards, contingency playbooks). We introduce a methodology of analytics integration in the process of strategy formation, provide examples of statistical tools using normative cases, and describe how organisations can institutionalise analytic thinking without falling into the most frequent traps (overfitting, false precision, cultural resistance). The paper contains text citations and a short quantitative illustration for the way managers may translate incertitude into efficient probabilities. The paper also ends with practical suggestions on how managers can future-proof strategy in turbulent environments.