Sparkling_v9i1_January-March 2026

March 31, 2026

EduSpark_v8i2_April-June 2026

June 30, 2026

Sparkling_v9i1_January-March 2026

March 31, 2026

EduSpark_v8i2_April-June 2026

June 30, 2026

John Foundation Journal of EduSpark

(A Quarterly Peer Reviewed/Refereed Multidisciplinary Journal)

Volume 8 Issue 1 January - March 2026

DEMOCRATIC DECENTRALIZATION & POLITICAL EMPOWERMENT OF WOMEN: AN ANALYSIS OF KERALA EXPERIENCE

*Nitheesh S. Babu, **Hari Krishnan, R., ***Vishnu, M. S.

*Research Scholar, PG & Research Department of Economics, Fatima Mata National College, (Autonomous) Kollam, Kerala, India.

**Research Scholar, PG & Research Department of Political Science, NSS Hindu College, Changanacherry, Kottayam, Kerala, India.

***Research Scholar, PG & Research Department of Economics, Mar Thoma College Pathanamthitta, Kerala, India.

Abstract

Decentralisation is the process by which the authority and functions of federal as well as state governments are delivered to local self-governing organisations. When we analyse the context of the Kerala economy, Kerala witnessed a paradoxical situation with participation in the labour force and parliamentary seats occupied by the female are very low. Decentralisation significantly contributes to women’s advancement in political as well as economic realms. The data from the State Election Commission reveals that there is a gradual rise in the participation of women in Local self-government elections from 2010 to 2020. In Kerala, decentralisation is fundamental for the political growth of women.

Keywords

decentralisation, women empowerment, local self-governments, grama panchayat, block panchayat, district panchayat, municipality, municipal corporations, and kudumbasree.

Abstract
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ARTIFICIAL INTELLIGENCE IN MARKETING AND COMMERCE: A BIBLIOMETRIC ANALYSIS OF RESEARCH THEMES, GLOBAL CONTRIBUTIONS, AND INTELLECTUAL STRUCTURE

  *Siva Sankar, R., & **Helen, J.

*Guest Lecturer, Government Arts and Science College, Konam, Nagercoil, Kanyakumari District, Affiliated to Manonmaniam Sundaranar University, Abisekapatti, Tirunelveli, Tamil Nadu, India.

**Ph.D., Research Scholar, Commerce Research Centre, Vivekananda College, Agasteeswaram, Affiliated to Manonmaniam Sundaranar University, Abisekapatti, Tirunelveli, Tamil Nadu, India.

Abstract

Artificial Intelligence (AI) has significantly transformed marketing and commerce research over the past decade. This study conducted a bibliometric analysis to examine major research themes, their temporal evolution, leading contributing countries, collaboration patterns, and the intellectual structure of the field. Using VOSviewer, keyword co-occurrence, country co-authorship, and source co-citation analyses were performed. The findings revealed that AI was the dominant theme, strongly connected with commerce, marketing strategy, and consumer behaviour. Research evolved from operational applications toward advanced AI adoption, personalisation, and ethical concerns. India emerged as the most productive country, while the United States demonstrated the highest citation impact. The intellectual foundation was grounded in leading marketing and interdisciplinary journals. The field had become increasingly global, interdisciplinary, and strategically oriented.

Keywords

artificial intelligence, marketing, commerce, bibliometric analysis, vosviewer, co-authorship, co-citation, and research evolution.

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INVESTMENT AWARENESS AND FINANCIAL DECISION-MAKING AMONG COLLEGE TEACHERS

*Dharma Ragini, R., & **Rajasree, R.

 *Head & Research Co-Ordinator Department of Commerce & Research Centre, Vivekananda College, Agasteeswaram, Kanyakumari District, Tamil Nadu, India.

**Ph.D., Research Scholar, Commerce & Research Centre, Vivekananda College, Agasteeswaram, Kanyakumari District, Tamil Nadu, India.

Abstract

Investment awareness plays a vital role in ensuring individual financial security and contributes to sustainable economic development. College teachers, as educated professionals with stable incomes, are expected to possess sound financial knowledge and make informed investment decisions. The present study aims to examine the level of investment awareness and financial decision-making behaviour among college teachers using primary data. A structured questionnaire was administered to 50 college teachers selected through convenience sampling. Statistical tools such as percentage analysis, Likert five-point scale, mean score analysis, and one-way ANOVA were applied for data analysis. The findings reveal that while college teachers show high awareness towards traditional investment avenues such as fixed deposits and insurance, awareness towards market-linked and digital investment instruments remains comparatively low. The ANOVA results indicate a significant difference in investment awareness based on teaching experience. The study is aligned with Sustainable Development Goal 4 (Quality Education) and Sustainable Development Goal 8 (Decent Work and Economic Growth) and highlights the need for focused financial literacy programmes for educators.

Keywords

investment awareness, financial decision-making, college teachers, and SDGs.

Abstract
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AWARENESS OF POST GRADUATE STUDENTS TOWARDS ENTREPRENEURSHIP IN KANYAKUMARI DISTRICT

Indhu Bala, M.

Assistant Professor, Department of Commerce, Pioneer Kumaraswamy College, Nagercoil, India.

Abstract

Entrepreneurship is necessary for a country’s economic development, whether it is a developed economy, an emerging economy, or a developing economy.  It acts as an engine of growth for creativity and innovation. It multiplies employment opportunities for the economy.  Successful entrepreneurs use innovative ideas to bring new products and services to market and create competitiveness.  Hence, they improve market efficiency, contribute to the creation of wealth, produce employment opportunities and increase the overall economic development of the country. Entrepreneurship education is considered one of the key ways to inculcate entrepreneurship motivation among students.  Attitude is not permanent, and it is likely to change the socio-economic culture, social entrepreneurial value, etc.  It is important to know the entrepreneurial intention among the students. Before measuring the attitude of the students, it is very important to know whether they have an awareness of entrepreneurship or not. Hence, entrepreneurship education is needed to change students’ behaviour patterns in a particular direction. Entrepreneurship encourages students to create jobs and to overcome unemployment problems.  It further changes the students’ mindset from finding jobs to creating jobs after graduation. Thus, entrepreneurship education is a mix of skill-building and a mindset shift from job seeking to job creation.

Keywords

entrepreneurship, employment, job creation, economic development, efficiency, and awareness.

Abstract
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IMPACT OF SERVICE QUALITY AND CUSTOMER SATISFACTION ON SUSTAINABLE DEVELOPMENT IN PRIVATE BANKS

*Thangeswari, S., & **Sivasankar, R.

*Ph.D., Scholar, Reg. No: 241232706021, Commerce Research Centre, Vivekananda College, Agasteeswaram. Affiliated to Manonmaniam Sundaranar University, Abisekapatti, Tirunelveli,

 Tamil Nadu, India.

**Guest Lecturer, Department of Commerce, Government Arts and Science College, Konam, Nagercoil. Affiliated to Manonmaniam Sundaranar University, Abisekapatti, Tirunelveli, Tamil Nadu, India.

Abstract

Service quality and customer satisfaction are crucial factors influencing sustainable development in the private banking sector. This study explores the impact of service quality dimensions, reliability, responsiveness, assurance, empathy, and tangibility, on customer satisfaction and examines how these factors contribute to sustainable banking practices. High service quality enhances customer trust, loyalty, and long-term relationships, which support the economic sustainability of private banks. Moreover, satisfied customers are more likely to engage in digital banking, green banking initiatives, and responsible financial practices, thereby promoting environmental and social sustainability. The study also highlights the role of customer-centric strategies in achieving financial inclusion, operational efficiency, and ethical banking. By aligning service quality improvement with sustainable development goals, private banks can balance profitability with social responsibility. The findings emphasise that enhancing service quality and customer satisfaction is not only essential for competitive advantage but also a key driver of sustainable development in the private banking industry.

Keywords

service quality, customer satisfaction, sustainable development, private banks, sustainable banking, customer loyalty, financial inclusion, green banking, banking services, and sustainable development goals (SDGS).

Abstract
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IMPACT OF SOCIAL MEDIA AMONG YOUNGSTERS: OPPORTUNITIES, CHALLENGES, AND FUTURE DIRECTIONS

Shibin P. James

Principal, Fathima Arts and Science College, Moothedam, Nilambur, Malappuram, Kerala, India.

Abstract

Social media has become an integral part of the daily lives of young people, transforming the ways they communicate, learn, socialise, and access information. Platforms such as Instagram, WhatsApp, Facebook, YouTube, X (formerly Twitter), Snapchat, and LinkedIn have significantly influenced educational practices, professional networking, entertainment, civic participation, and digital entrepreneurship. While social media provides numerous opportunities for knowledge sharing, creativity, collaboration, and skill development, excessive and unregulated usage has also raised concerns regarding mental health, cyberbullying, misinformation, privacy violations, addiction, academic distraction, and social isolation. The present study examines the impact of social media among youngsters by exploring both its positive and negative dimensions and identifying future directions for responsible digital engagement. A descriptive survey method was employed among 400 youngsters aged between 18 and 30 years selected through stratified random sampling. Data were collected using a standardised Social Media Impact Questionnaire consisting of five dimensions: educational opportunities, communication and networking, psychological well-being, digital literacy, and social challenges. Descriptive statistics, independent samples t-test, one-way ANOVA, Pearson correlation, and multiple regression analysis were used for data analysis. The findings indicate that social media positively contributes to educational learning, career awareness, communication skills, and entrepreneurship, while also posing significant risks related to screen addiction, misinformation, cyberbullying, and mental stress. The study recommends strengthening digital literacy education, promoting responsible online behaviour, integrating media literacy into higher education curricula, and encouraging collaborative efforts among educational institutions, families, policymakers, and technology companies to ensure safe and productive use of social media.

Keywords

social media, youngsters, digital communication, mental health, digital literacy, cyberbullying, social networking, online learning, media literacy, and youth development.

Abstract
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