Paper Title

STUDY ON THE ROLE OF GOVERNMENT POLICIES, DIGITAL TECHNOLOGIES AND FINANCIAL SUPPORT IN PROMOTING WOMEN ENTREPRENEURSHIP AND STARTUP GROWTH

Abstract

Women entrepreneurship has emerged as a significant driver of economic growth, employment generation and social development. Success of women-led startups is strongly influenced by supportive government policies, access to digital technologies & availability of financial assistance. This examines these three factors contribute to encouraging entrepreneurial activities among women and strengthening startup ecosystem. It explores effectiveness of policy initiatives, digital platforms, online business tools and financial support mechanisms in enhancing business creation, operational efficiency, market access and enterprise sustainability. These highlight challenges women entrepreneurs encounter while utilizing these resources and identifies opportunities for improving their entrepreneurial outcomes. Findings are expected to provide valuable insights for policymakers, financial institutions, startup support organizations and aspiring women entrepreneurs to develop an inclusive and innovation-driven entrepreneurial environment that promotes sustainable business growth and economic empowerment.
KEYWORDS : Women Entrepreneurship, Government Policies, Digital Technologies, Financial Support & Startups.

Paper Title

IMPACT OF ARTIFICIAL INTELLIGENCE (AI) AND MACHINE LEARNING ON MARKETING DECISION-MAKING IN MANAGEMENT

Abstract

Artificial Intelligence (AI) and Machine Learning (ML) are transforming marketing decision-making by enabling organizations to analyze large volumes of customer and market data quickly and accurately. This examines impact of AI and ML on strategic and operational marketing activities. These technologies improve decision quality, operational efficiency and campaign performance through predictive analytics and automation. However, their adoption also presents challenges. Excessive reliance on automated systems may reduce human creativity and contextual judgment, which remain vital in marketing management. This concludes that AI and ML should be used as decision-support tools that complement managerial expertise. Effective implementation requires ethical practices, strong data governance, employee training & alignment with organizational objectives to achieve sustainable competitive advantage.
KEYWORDS : Artificial Intelligence (AI), Machine Learning (ML), Marketing Decision-Making, Predictive Analytics & Customer Personalization.

Paper Title

IMPACT OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND EQUITY AND CUSTOMER SATISFACTION IN HYDERABAD HOSPITALITY SECTOR

Abstract

Social media marketing has become an important component of brand management in the hospitality sector, enabling hotels and other hospitality businesses to communicate with customers, promote their services, build brand awareness, and strengthen customer relationships. In Hyderabad, a growing hospitality market serving business travellers, tourists, families, and local customers provides a relevant setting for examining the relationship between social media marketing activities, brand equity, and customer satisfaction. This study aims to examine how social media marketing activities, including entertainment, interaction, trendiness, customization, and electronic word of mouth, influence brand equity and customer satisfaction in the hospitality sector. It also explores the potential relationship between brand equity and customer satisfaction. A quantitative research approach using a structured questionnaire is proposed for collecting responses from customers who have interacted with hospitality brands through social media. Descriptive statistics, correlation analysis, regression analysis, and appropriate significance tests may be employed to evaluate the proposed relationships. The study is expected to contribute to understanding how social media marketing can support brand awareness, brand image, perceived value, customer trust, and satisfaction. The findings may provide practical insights for hospitality managers seeking to develop effective digital marketing strategies and improve customer experiences. The empirical conclusions will depend on the data collected from respondents in Hyderabad.
KEYWORDS : Social Media Marketing, Brand Equity, Customer Satisfaction, Hospitality Sector, Brand Awareness, Brand Image, Electronic Word of Mouth, Digital Marketing, Hyderabad.