8 publications
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Finfluencers vs AI Financial Assistants: Who Influences Young Investors More?By Sonal Ronak Shah, Amuda Deekshitha
Abstract: The fast evolution of digital platform technologies and artificial intelligence has altered the way young investors receive financial information and make investments. Finfluencers - creators of financial information on social media, and AI financial assistants – technologies providing financial information have gained prominence and became significant sources of financial advice. This research paper is meant to examine the impact of finfluencers and AI financial assistants on young investors and understand …
Published in NOLEGEIN Journal of Management Information Systems · Vol. 9, Issue 2, 2026 Read article →
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A Study on Consumer Preferences and Satisfaction in the OTTStreaming Market in IndiaBy Sonal Ronak Shah, G. Rambabu
Abstract: The rapid growth of Over-the-Top (OTT) streaming platforms has significantly transformed the entertainment landscape in India by reshaping consumer viewing behaviour and reducing dependence on traditional media such as television and cinema. This transformation has been driven by increased smartphone penetration, affordable internet access, and technological advancements, making OTT services a preferred medium for digital content consumption. The present study adopts a descriptive and analytical research design. Primary data were …
Published in NOLEGEIN Journal of Advertising and Brand Management · Vol. 9, Issue 2, 2026 · pp. 31–39 Read article →
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Adoption of Unified Payments Interface Among College Students and EducatorsBy Sonal Ronak Shah, Gopisetty Nav Teja, Alijar Rishab Jain
Abstract: Digital payment systems play important role in supporting sustainable development. One of the most successful examples in India is the Unified Payments Interface (UPI), introduced by the National Payments Corporation of India in 2016. UPI allows users to make real-time digital transactions through mobile applications and has become one of the most widely used payment systems in India. Currently, Millions of transactions are processed through UPI every month. This study …
Published in NOLEGEIN Journal of Financial Planning and Management · Vol. 9, Issue 2, 2026 · pp. 11–18 Read article →
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Artificial Intelligence and Job SecurityBy Sonal Ronak Shah, Abhijeet Singh, Harshit Tiwari
Abstract: NITI Aayog’s 2025 roadmap reveals that, over 60% of India’s formal sector jobs face significant automation risk by 2030, with IT and BPO industries among the most critically vulnerable sectors. This can be a huge disruption in the job market and will affect millions but, very little research has studied what corporate workers are feeling about this situation at present. Most of the studies done till now are based on …
Published in NOLEGEIN Journal of Human Resource Management & Development · Vol. 9, Issue 2, 2026 · pp. 11–18 Read article →
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From Influence to Action: The Role of Investment Influencers in Student Financial EducationBy Sonal Ronak Shah
Abstract: The financial education system which existing today has experienced major changes because social media platforms expanded their user base at an unprecedented rate. The emergence of investment influencers who people refer to as “finfluencers” has transformed financial information dissemination through platforms like YouTube and Instagram and Twitter. The study investigates how these influencers affect financial education and literacy development in Indian college students. The research team gathered primary data from …
Published in NOLEGEIN Journal of Business Ethics, Ethos & CSR · Vol. 9, Issue 1, 2026 · pp. 10–16 Read article →
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Youth Perception on Tax Filing and Financial Responsibility in Urban HyderabadBy Sonal Ronak Shah
Abstract: This study is an attempt to explore the attitude, awareness, and responsibilities of youth towards tax filing. It also focuses on challenges that youth face with income tax system. As financial independence is of prime importance now-a-days among youths, specifically with the rise of gig and freelance work, tax compliance has emerged as a key issue. The study explores the attitude of youth aged between 18-30 years and an attempt …
Published in NOLEGEIN Journal of Financial Planning and Management · Vol. 8, Issue 2, 2025 · pp. 58–63 Read article →
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Beyond 9 to 5 Employee Perspective on Work-Life BalanceBy Sonal Ronak Shah
Abstract: Work-life balance for employees is becoming increasingly vital, especially considering the COVID-19 pandemic. Juggling work and non-work life are the essence of work-life balance. It is the proportion of hours worked to hours available for other activities, such as socializing, learning new skills, and attending to family matters. This article aims to determine the degree to which flexible work arrangements affect employees’ work-life balance, the role of the organization, and …
Published in NOLEGEIN Journal of Organizational Behavior Management · Vol. 8, Issue 1, 2025 Read article →
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Fostering Student’s Mindset for Innovation in IndiaBy Sonal Ronak Shah
Abstract: India, currently the fastest growing economy globally and ranked as the 6th most powerful nation, boasts a population of 1.4 billion, predominantly youthful with an average age of 28 years. Leveraging this demographic dividend demands harnessing the power of innovation and technology among its youth to propel entrepreneurship and elevate the nation's global standing. With ambitious targets such as achieving a USD 5 trillion economy by (2030), India's focus lies …
Published in NOLEGEIN Journal of Entrepreneurship Planning, Development and Management · Vol. 7, Issue 1, 2024 · pp. 25–29 Read article →