Author: PRASANNASRI26092001

THE EVOLVING INFLUENCE OF DIGITAL MARKETING ON CONSUMER BEHAVIOR

AUTHOR – RAMACHANDHIRAN R* & DR. MARUTHAVIJAYAN S (M.A., B. L., M.B.A., (PH.D.,)**

* STUDENT AT SCHOOL OF EXCELLENCE IN LAW, THE TAMIL NADU DR. AMBEDKAR LAW UNIVERSITY

** ASSISTANT PROFESSOR AT THE TAMIL NADU DR. AMBEDKAR LAW UNIVERSITY. EMAIL: MARUDHU.LAWYER@GMAIL.COM

BEST CITATION -RAMACHANDHIRAN R & DR. MARUTHAVIJAYAN S, THE EVOLVING INFLUENCE OF DIGITAL MARKETING ON CONSUMER BEHAVIOR, INDIAN JOURNAL OF LEGAL REVIEW (IJLR), 5 (6) OF 2025, PG. 787-793, APIS – 3920 – 0001 & ISSN – 2583-2344

ABSTRACT

This study examines the profound and multifaceted impact of digital marketing on contemporary consumer behavior. As digital technologies permeate daily life, marketing strategies have undergone a significant transformation, leveraging online platforms, data analytics, and interactive content to engage consumers. This research delves into how various digital marketing tactics, including social media marketing, search engine optimization, content marketing, email marketing, and personalized advertising, shape consumer awareness, information search, evaluation of alternatives, purchase decisions, and post-purchase behavior. Moving beyond traditional marketing paradigms, this analysis explores the unique ways in which digital channels influence consumer attitudes, preferences, and brand loyalty. Furthermore, it investigates the role of factors such as online reviews, influencer marketing, and user-generated content in shaping consumer perceptions and choices. By synthesizing existing literature and considering the dynamic nature of the digital landscape, this study aims to provide a comprehensive understanding of the evolving relationship between digital marketing and consumer behavior, highlighting key implications for businesses seeking to effectively connect with and influence their target audiences in the digital age.

AN ANALYTICAL STUDY ON THE IMPACT OF CYBERCRIME CHELLENGES ON INDIVIDUALS

AUTHOR – R. RAJESWARI* & DR. MARUTHAVIJAYAN S (M.A., B. L., M.B.A., (PH.D.,)**

* STUDENT AT SCHOOL OF EXCELLENCE IN LAW, THE TAMIL NADU DR. AMBEDKAR LAW UNIVERSITY. EMAIL: RAJIRAJURAJU4477@GMAIL.COM

** ASSISTANT PROFESSOR AT THE TAMIL NADU DR. AMBEDKAR LAW UNIVERSITY. EMAIL: MARUDHU.LAWYER@GMAIL.COM

BEST CITATION -R. RAJESWARI & DR. MARUTHAVIJAYAN S, AN ANALYTICAL STUDY ON THE IMPACT OF CYBERCRIME CHELLENGES ON INDIVIDUALS, INDIAN JOURNAL OF LEGAL REVIEW (IJLR), 5 (6) OF 2025, PG. 773-786, APIS – 3920 – 0001 & ISSN – 2583-2344

ABSTRACT

Cybercrime is emerging as a serious threat. World wide governments, police departments and intelligence units have started to react. Usage of internet has become a daily routine for majority of people for day-to-day transactions. The number of internet users has grown tremendously and so does cyber-crimes. Cyber-crime is the crime that is done using computer and network. Number of crimes is increasing day by day, and these cybercrimes can impact on individual, an organisation, or even a whole nation. The research study aims to spread awareness about cybercrimes by offering a detailed analysis of awareness, impact, and challenges to anyone vulnerable to cybercrime. This paper is an attempt to provide a glimpse on cybercrimes in India. The purpose of this research is to make awareness regarding cyber-crimes which are happening in today’s world and also to create awareness of increased cyber security. The methodology adopted to study and analyse the impact and challenges caused due to cybercrimes is qualitative research. On a concluding note, the study will present suggestions to overcome the challenges and talk about the research’s future scope.

Keywords: Cybercrimes; Government; Departments; Intelligence; Tremendously; Methodology.

ANATOMY OF ALTERNATIVE INVESTMENT FUNDS: SCULPTING RIGHTS, TIME, AND CONTROL

AUTHOR: MOHITA MULLICK* & AYUSH SARAN**

* STUDENT AT AMITY LAW SCHOOL, AMITY UNIVERSITY UTTAR PRADESH, LUCKNOW CAMPUS

** ASSISTANT PROFESSOR AT AMITY LAW SCHOOL, AMITY UNIVERSITY UTTAR PRADESH, LUCKNOW CAMPUS

BEST CITATION -MOHITA MULLICK & AYUSH SARAN, ANATOMY OF ALTERNATIVE INVESTMENT FUNDS: SCULPTING RIGHTS, TIME, AND CONTROL, INDIAN JOURNAL OF LEGAL REVIEW (IJLR), 5 (6) OF 2025, PG. 766-772, APIS – 3920 – 0001 & ISSN – 2583-2344

ABSTRACT

The financial ecosystem of India has welcomed Alternative Investment Funds (AIFs) as essential tools that provide complex capital distribution solutions for both high-net-worth individuals and institutional investors. As AIFs gain increasing power the requirement for strong governance structures together with clear definitions of investor rights coupled with proper control systems becomes more imperative. SEBI made a significant regulatory change in 2024 followed by early 2025 circulars to establish standard infrastructure for investor rights while enhancing time-sensitive compliance alongside mandatory dematerialisation requirements.

This research paper analyses how recent SEBI regulatory measures modify AIF structures both internally and externally from the unified standpoint of rights, time, and control mechanisms. The author seeks to analyses these regulatory measures alongside investor priorities and time-sensitive fund commitments and operational freedoms. The paper evaluates current SEBI orders through doctrinal analysis to analyses key requirements for compliance and changes in investor control definitions. This development brings uniformity in investor relations while setting definite deadlines for dematerialization and strengthening the obligation to act with the utmost duty of care.

Keywords: Alternative Investment Funds, SEBI AIF Regulations, Fund Governance, Investor Rights, Private Equity Structures

AIR POLLUTION – A THREAT TO HUMAN SUSTAINABILITY

AUTHOR – YASHASWI GUPTA* & DR. RESHMA UMAIR**

* STUDENT AT AMITY UNIVERSITY LUCKNOW

** ASSISTANT PROFESSOR AT AMITY UNIVERSITY LUCKNOW

BEST CITATION -YASHASWI GUPTA* & DR. RESHMA UMAIR, AIR POLLUTION – A THREAT TO HUMAN SUSTAINABILITY, INDIAN JOURNAL OF LEGAL REVIEW (IJLR), 5 (6) OF 2025, PG. 754-766, APIS – 3920 – 0001 & ISSN – 2583-2344

Abstract

Air pollution is one of the most pressing environmental concerns that directly threaten the survival of human life and the ecological balance of the planet. It is a multifaceted issue caused by both anthropogenic and natural sources, including industrial emissions, vehicular exhaust, burning of fossil fuels, and deforestation. The increasing concentration of pollutants such as particulate matter (PM2.5, PM10), nitrogen dioxide (NO₂), sulfur dioxide (SO₂), and volatile organic compounds (VOCs) significantly degrade air quality and lead to severe health outcomes such as respiratory illnesses, cardiovascular diseases, and premature death. This paper explores the causes, consequences, and control measures of air pollution in the context of human sustainability, backed by legislative frameworks, global agreements, and scientific evidence. A sustainable approach to development, coupled with policy enforcement and public awareness, is vital for mitigating the effects of air pollution and safeguarding future generations.

THE ROLE OF INTERNATIONAL ARBITRATION IS RESOLVING INTELLECTUAL PROPERTY DISPUTES INVOLVING CRIMINAL ACTIVITIES

AUTHOR – CHIRAG SHARMA* & DR. PARISHKAR SHRESHTH**

* LL.M (CRIMINAL LAW) SCHOLAR AT AMITY LAW SCHOOL AMITY UNIVERSITY, UTTAR PRADESH LUCKNOW CAMPUS

** ASSISTANT PROFESSOR AT AMITY LAW SCHOOL AMITY UNIVERSITY, UTTAR PRADESH LUCKNOW CAMPUS

BEST CITATION -CHIRAG SHARMA & DR. PARISHKAR SHRESHTH, THE ROLE OF INTERNATIONAL ARBITRATION IS RESOLVING INTELLECTUAL PROPERTY DISPUTES INVOLVING CRIMINAL ACTIVITIES, INDIAN JOURNAL OF LEGAL REVIEW (IJLR), 5 (6) OF 2025, PG. 746-753, APIS – 3920 – 0001 & ISSN – 2583-2344

ABSTRACT

This research paper explores the intersection of international arbitration and intellectual property (IP) disputes arising out of or connected with criminal activities such as counterfeiting, piracy, and trade secret theft. With global commerce expanding rapidly, cross-border IP conflicts are increasingly common. However, traditional judicial mechanisms often fail to address these issues efficiently due to jurisdictional limitations and lengthy procedures. This paper evaluates how international arbitration can serve as an effective alternative mechanism for dispute resolution, and highlights the procedural challenges and legal controversies surrounding the arbitration of criminally tainted IP disputes.

Keywords:
International Arbitration, Intellectual Property, IP Disputes, Counterfeiting, Piracy, Trade Secret Theft, Criminal Activities, Dispute Resolution, Cross-border IP Conflicts, Arbitrability, WIPO, Enforcement of Arbitral Awards, Public Policy Exception, Jurisdictional Challenges.

A CASE STUDY OF SATYAM SCAM AND CORPORATE GOVERNANCE ISSUES

AUTHOR – ANISHA MISHRA* & DR. RESHMA UMAIR**

* STUDENT AT AMITY LAW SCHOOL, LUCKNOW

** ASSISTANT PROFESSOR AT AMITY LAW SCHOOL, LUCKNOW

BEST CITATION -ANISHA MISHRA* & DR. RESHMA UMAIR, A STUDY ON ECONOMICS OF CORPORATE GOVERNANCE AND REGULATION, INDIAN JOURNAL OF LEGAL REVIEW (IJLR), 5 (6) OF 2025, PG. 738-745, APIS – 3920 – 0001 & ISSN – 2583-2344

ABSTRACT

Satyam Computers were once the crown jewel of Indian IT industry, but were brought to the ground by its founders in 2009 as a result of financial crime. The debacle of Satyam raised a debate about the role of CEO in driving a company to the heights of success and its relation with the board members and core committees. The scam brought to the light the role of corporate governance (CG) in shaping the protocols related to the working of audit committees and duties of board members. The Satyam scam was a jolt to the market, especially to Satyam stockholders. An attempt is made in this project to examine in-depth and analyze India‘s Enron, Satyam Computer’s creative-accounting scandal. In public companies, this type of creative accounting leading to fraud and investigations are launched by the various governmental oversight agencies. The accounting fraud committed by the founders of Satyam in 2009 is a testament to the fact that the science of conduct is swayed in large by human greed, ambition, and hunger for power, money, fame and glory. Scandals have proved that there is an urgent need for good conduct based on strong corporate governance, ethics and accounting & auditing standards. The Satyam scandal highlights the importance of securities laws and CG in emerging markets. Indeed, Satyam fraud spurred the government of India to tighten the CG norms to prevent recurrence of similar frauds in future. Thus, major financial reporting frauds need to be studied for lessons-learned and strategies-to-follow to reduce the incidents of such frauds in the future. The increasing rate of white-collar crimes demands stiff penalties, exemplary punishments, and effective enforcement of law with the right spirit.

A STUDY ON ECONOMICS OF CORPORATE GOVERNANCE AND REGULATION

AUTHOR – ABRARUL ATHIF P.Z, STUDENT AT SCHOOL OF EXCELLENCE IN LAW, THE TAMILNADU DR. AMBEDKAR LAW UNIVERSITY, CHENNAI 600 113.

BEST CITATION – ABRARUL ATHIF P.Z, A STUDY ON ECONOMICS OF CORPORATE GOVERNANCE AND REGULATION, INDIAN JOURNAL OF LEGAL REVIEW (IJLR), 5 (6) OF 2025, PG. 728-737, APIS – 3920 – 0001 & ISSN – 2583-2344

ABSTRACT

This study investigates the critical interplay between corporate governance and regulation, emphasizing their influence on financial performance and systemic stability. Effective corporate governance establishes accountability and transparency, promoting investor confidence and operational efficiency. In contrast, inadequate governance can precipitate financial scandals and economic instability. Through a thorough analysis, the research identifies that higher quality governance practices are positively correlated with improved financial performance, while attention to stakeholder interests mitigates systemic risks. The findings highlight the importance of robust regulatory frameworks that support governance standards, fostering a sustainable economic environment. By exploringS these dynamics, the study provides insights for businesses, policymakers, and stakeholders, advocating for governance practices that not only enhance financial outcomes but also promote broader economic stability.

Keywords: Corporate Governance, Financial Performance, Stakeholder Interests, Systemic Risks, Economic Stability, Risk Management.

EVOLUTION OF CORPORATE SOCIAL RESPONSIBILITY

AUTHOR – SAKEE.N* & DR.S.MARUTHAVIJAN**

* STUDENT AT SCHOOL OF EXCELLENCE IN LAW, TAMILNADU DR. AMBEDKAR LAW UNIVERSITY. SAKEENAMBI2004@GMAIL.COM

** ASSISTANT PROFESSOR AT SCHOOL OF EXCELLENCE IN LAW, TAMILNADU DR. AMBEDKAR LAW UNIVERSITY

BEST CITATION – SAKEE.N & DR.S.MARUTHAVIJAN, EVOLUTION OF CORPORATE SOCIAL RESPONSIBILITY, INDIAN JOURNAL OF LEGAL REVIEW (IJLR), 5 (6) OF 2025, PG. 632-640, APIS – 3920 – 0001 & ISSN – 2583-2344

Abstract

Corporate Social Responsibility (CSR) has evolved from voluntary philanthropic activities to a strategic component of modern business operations. Over the decades, CSR has been influenced by changing societal expectations, globalization, regulatory frameworks, and the need for sustainable development. This paper traces the historical trajectory of CSR from ancient ethical concepts to its present-day institutionalized form. It explores key global and Indian developments, highlighting the shift from optional good deeds to mandated social investments. The study also examines the transformation of CSR into a tool for competitive advantage and long-term stakeholder engagement. Through a review of literature and policy developments, the paper offers a conceptual understanding of CSR’s evolution and the challenges that continue to shape its future.

Keywords:

Corporate Social Responsibility (CSR), Sustainability, Philanthropy, Stakeholder Theory, India, ESG, Business Ethics, Companies Act 2013

UNCOVERING THE ROLE OF EMOTIONAL INTELLIGENCE

AUTHOR- JANANI G* & DR.S. MARUTHAVIJAYAN**

* STUDENT AT SCHOOL OF EXCELLENCE IN LAW, CHENNAI, TAMIL NADU

** ASSISTANT PROFESSOR, SCHOOL OF EXCELLENCE IN LAW, CHENNAI, TAMIL NADU

BEST CITATION – JANANI G & DR.S. MARUTHAVIJAYAN, UNCOVERING THE ROLE OF EMOTIONAL INTELLIGENCE, INDIAN JOURNAL OF LEGAL REVIEW (IJLR), 5 (6) OF 2025, PG. 720-728, APIS – 3920 – 0001 & ISSN – 2583-2344

Abstract:

             This study is based on the topic emotional intelligence. Emotion is a full body, mind, soul response to a situation that is happening around you. The response to the stimulus or the environment by the people might be positive or negative. This is also an effort to create an awareness about such developing behaviours. We wanted to understand people’s thoughts and feelings about this topic. We found that many people believe emotional intelligence is important for success in life. They think it helps with relationships and handling emotions. Some people also think more research is needed to fully understand emotional intelligence. Overall, people have positive views about emotional intelligence research, seeing it as valuable for personal and professional growth.

Keywords :          people, emotions, research, react,understanding, relationships, beliefs, opinions, perspective.

WILDLIFE CONSERVATION AND PUBLIC INTEREST LITIGATION IN INDIA: A LEGAL TOOL FOR ENVIRONMENTAL PROTECTION

AUTHOR – CHANDRANI CHAKRABORTY, STUDENT AT DEPARTMENT OF LEGAL STUDIES, MOTHERHOOD UNIVERSITY, ROORKEE, UTTRAKHAND

BEST CITATION – CHANDRANI CHAKRABORTY, WILDLIFE CONSERVATION AND PUBLIC INTEREST LITIGATION IN INDIA: A LEGAL TOOL FOR ENVIRONMENTAL PROTECTION, INDIAN JOURNAL OF LEGAL REVIEW (IJLR), 5 (6) OF 2025, PG. 710-719, APIS – 3920 – 0001 & ISSN – 2583-2344

Abstract

India, one of the world’s most biodiverse countries, faces critical challenges in conserving its wildlife amidst rapid urbanization, habitat destruction, and human-animal conflicts. Despite the existence of a comprehensive statutory framework, implementation gaps and administrative apathy often hinder effective conservation. Public Interest Litigation (PIL), a unique facet of Indian constitutional jurisprudence, has emerged as a proactive legal mechanism for addressing environmental degradation and safeguarding wildlife. This paper examines the intersection of wildlife conservation and PIL in India, analyzing the statutory frameworks, judicial interventions, landmark cases, and the broader implications of using PIL as an instrument for ecological justice.