Vaishali C Mahajan
@scmhrd.edu
Associate Professor
Symbiosis Centre for Management & Human Resource Development (SCMHRD)
RESEARCH INTERESTS
Service Marketing, Consumer Behaviour, Brand Management, Digital Marketing
Scopus Publications
Scholar Citations
Scholar h-index
Scholar i10-index
Scopus Publications
Vaishali Mahajan and Kannan Rajagopal
IGI Global
Education is the cornerstone of societal progress, and the infrastructure supporting it plays a pivotal role in shaping the learning experiences of students and the effectiveness of educational institutions. This book chapter aims to delve into the multifaceted dimensions of infrastructure development in education, exploring how physical, technological, and social infrastructure influences access, quality, and innovation in learning environments. The chapter will examine real-world examples, challenges, and opportunities, providing a comprehensive understanding of how the development of educational infrastructure contributes to the advancement of knowledge and the empowerment of future generations.
Amir Shikalgar, Preetha Menon, and Vaishali C. Mahajan
Emerald
Purpose Though there is consensus that mindfulness induces mindful consumption (MC), empirical testing is needed to uncover the mechanism underlying temperance behaviour in the MC model proposed by Sheth et al. (2011). The role of mindful advertising in influencing MC needs deeper investigation. The purpose of this research paper is to bridge the gap. Design/methodology/approach The relationship between mindfulness and temperance in consumption was investigated using an online simulation. Mindful advertising by Patagonia, with a message to buy less yet demand organic, fair-trade and recycled products, was introduced as a moderator in experimental group one. The second group was exposed to an aspirational advertisement of Tommy Hilfiger, symbolic of consumption-driving communication. Findings Not buying any brands was the uppermost preference by the participants followed by Patagonia, which used a mindful advertisement. Tommy Hilfiger was a distant third despite using an aspirational advertisement. A predictive relationship between mindfulness and temperance in consumption remained elusive. Practical implications Consumer purchase decisions favouring mindfully advertised Patagonia make a strong business case for nurturing a mindful mindset and promoting mindful behaviour. The customer-centric sustainability strategy of caring for the people and the planet beforehand should take precedence over corporate social responsibility which is usually an afterthought. Originality/value Measuring mindfulness and MC, two constructs combined in one experimental design, using a simulation built around real-life marketing communication distinguishes this research paper.
Vinod Sharma, Vaishali Mahajan, Manohar Kapse, Aakash H. Karhale, and Sagar Surwade
Informa UK Limited
P G Thirumagal, Dr. Kishore Bhattacharjee, Rajesh Dorbala, Manesh R. Palav, Viji S, and Vaishali Mahajan
IEEE
The win-win relationship between artificial intelligence and the cutting-edge field of targeted advertising. Companies nowadays are employing machine learning algorithms to develop targeted marketing strategies because they simply cannot afford to ignore their clients. This article delves into significant machine learning approaches such collaborative filtering, content-based filtering, clustering, and predictive modelling to illuminate their roles in offering personalised experiences. Examining real-world applications across many industries, such as e-commerce, social media, email marketing, and retail, highlights successful implementations. Although the piece focuses on the positives, such increased conversion rates and satisfied consumers, it also examines the negatives, like concerns about data privacy and algorithmic biases. The discusses the ethical concerns brought up by highly personalised advertising and foresees future advances such as natural language processing and reinforcement learning. Lastly, this article provides excellent research on the ways in which machine learning algorithms have changed personalised marketing, which can help businesses adapt to the dynamic nature of customer engagement.
Kannan Rajagopal and Vaishali Mahajan
IGI Global
Overcoming the traditional process and practices, the new generation start-ups have set themselves into the track of success with the effective utilization of the technology and allied interventions. Technology and sustainable business practices has helped the start-ups to balance and levelling the field and making the availability of the resources profusely for them to utilize for new businesses effectively than ever before. The optimum utilization of technology and sustainable business practice adherences of the start-ups has not only provided an efficient solution for their business problems but have also and served as a crisis interventional tool that has helped to scale up their business to the greater heights and have been a differentiator themselves. On this context, the research is being proposed to understand through various secondary data resources to identify how the adherence of technology and sustainable business practices is meaningful and contextual in helping the start-ups to scale high.
Kannan Rajagopal and Vaishali Mahajan
IGI Global
India has always been a nation of academics with a major population being lifelong learners. In the past, it has been renowned for its scholars and universities such as Taxila, Nalanda, and Vikramshila, from the fifth century onwards. The key to economic development is higher education, which is also a crucial factor in generating better and more sustainable rates of economic growth for a country and the world economy. India is experiencing innumerable challenges in higher education, and it is very essential to manage and tackle these challenges every now and then. India has immense human resources, and if utilized in an optimum way, the results and benefits would be multi-folded. There is an immediate need to relook at the resources on financials, quality standards, infrastructure development, responsiveness, access, equity, and relevance. In order to ensure sustenance of growth, what is more required is to enhance the number of institutes and upgrade the quality of higher education in India. Hence, this chapter focuses on corporate governance practices in Indian higher education.
K.R. Ananth, Hari Shankar Punna, Krishnamoorthy Selvaraj, Rajagopal K, Vaishali Mahajan, and Sakthivel S.
IEEE
Data creation in the network's periphery has increased exponentially as IoT devices have become more commonplace. To address the challenges this large data deluge poses, sustainable and efficient data processing technologies are required. The term “Green IoT Edge Computing” refers to a new strategy that uses distributed data processing and renewable energy to improve the efficiency and longevity of Internet of Things (IoT) applications. In the Internet of Things (IoT), edge computing is used to process data locally, at the network's periphery, rather than forwarding it to a centralized data center. This method improves real-time decision-making, minimizes network latency, and helps preserve bandwidth. However, in locations with limited access to power or other resources, the high power consumption of edge computing devices continues to be a major issue. Green IoT edge computing addresses this challenge by combining renewable energy sources like solar panels and wind turbines with traditional edge computing facilities. This guarantees low- impact and long-term power for edge devices, cutting down on their environmental impact and operational expenses. This strategy harmonizes IoT operations with environmental sustainability targets by utilizing renewable energy sources. The ability to handle data in a distributed manner is also crucial to green IoT edge computing. Rather than a centralized server, a distributed group of edge devices processes data. This improves energy efficiency as well as fault tolerance and dependability. Edge devices working together to properly spread processing activities can reduce the demand for powerful, energy-hungry servers. Green IoT Edge Computing's primary invention is the “Renewable Edge Optimizer.” This clever piece of code automatically adjusts data processing tasks in accordance with the availability of renewable power. When clean energy is plentiful, the optimizer may shift more data processing to distributed nodes, relieving pressure on primary data centers. Alternatively, it can prioritize vital activities or temporarily offload processing to cloud resources that are energy efficient at times of low renewable energy availability. Finally, green IoT edge computing, which uses renewable energy and is designed for distributed data processing, provides an effective and environmentally friendly response to the problems caused by the IoT data boom. It reduces energy use and carbon emissions, making it a desirable option for smart city and remote agriculture monitoring applications, among others. As an added bonus, this method also makes for a more environmentally friendly and sustainable future in the realm of Internet of Things (IoT) technologies.
Swati Tayal, K. Rajagopal, and Vaishali Mahajan
Springer Nature Singapore
Swati Tayal, K. Rajagopal, and Vaishali Mahajan
IEEE
The working environment has evolved after the COVID-19 pandemic from office work to working from home because of changing industry needs with the pandemic effect. Globally, organizations continue to identify the right way to balance employee satisfaction by giving them the hybrid working option, but it lacks standardization. In this research paper, the author discusses the emerging need for the Chief Remote Officer in post-pandemic working conditions. The study also reflects the use of Artificial Intelligence and how it can support human resources in the remote setup. The pandemic virus of 2020 has evolved with several variants, and the continued uncontrollable global situation has arisen. In such unpredictable conditions, the need to bring work sustainability shall be the focus among the organizations for remote working conditions. This study discusses the literature and analyzes the industry's Chief Remote Officer role requirement in detail as people continue to work in the presence of the COVID-19 pandemic. The author elaborates on the Chief Remote Officer and discusses the roles, responsibilities, Knowledge skills, and purpose behind this role. This research paper offers a broader aspect along with Artificial Intelligence usage. Since it is a early stage, the proposed approach would require to be tested by the organizations during the pandemic.
Swati Tayal, K. Rajagopal, and Vaishali Mahajan
IEEE
Gamification and Digital India are changing the world’s perception of digital payments. This research study highlights the digital Gamification contribution towards the success of the Unified Payment Interface system (UPI). Where different countries are still in the surge of the globally digitally accepted platform, the India UPI system is receiving global acceptance. The author highlighted the contribution of Gamification and digital strategy’s contribution to sustainable development goals towards climate change. Gamification is evident in different areas and is not limited to the financial sector. However, keeping up with the sustainable development goals of the United Nations is a critical challenge for every country. The study discusses the world’s largest growing economy India and its contribution towards different sustainable development goals opening a new era of partnership towards common goals.
Navmeen Latif, Joseph Durai Selvam, Manohar Kapse, Vinod Sharma, and Vaishali Mahajan
University of Wollongong Library
This research assesses the prediction of Bitcoin prices using the autoregressive integrated moving average (ARIMA) and long-short-term memory (LSTM) models. We forecast the price of Bitcoin for the following day using the static forecast method, with and without re-estimating the forecast model at each step. We take two different training and test samples into consideration for the cross-validation of forecast findings. In the first training sample, ARIMA outperforms LSTM, but in the second training sample, LSTM exceeds ARIMA. Additionally, in the two test-sample forecast periods, LSTM with model re-estimation at each step surpasses ARIMA. Comparing LSTM to ARIMA, the forecasts were much closer to the actual historical prices. As opposed to ARIMA, which could only track the trend of Bitcoin prices, the LSTM model was able to predict both the direction and the value during the specified time period. This research exhibits LSTM's persistent capacity for fluctuating Bitcoin price prediction despite the sophistication of ARIMA.
Swati Tayal, K. Rajagopal, and Vaishali Mahajan
IEEE
Industry 4.0 influences automation, better logistics warehouse, smart manufacturing for larger productions, and supply chain management. Gamification is no longer a new topic where its framework and methodology got used for user engagement and motivation towards attitude change from repetitive activities. This paper aims to study Gamification's implementation to improve Industry 4.0 as more intelligent supply chain management needs emerge from its different departments as the current system lacks integration. Also, the supply chain industry has several monotonous tasks, and keeping employee motivated is the challenge. Industries are lagging in utilizing the gamification benefits to set up game-based engagement. In the continuously evolving market and competition, relevance is the key, which the study proposes with Gamification. With the emerging technology needs and urges of adaptability, that may lead to progressive growth and value to compete in the unceasing demands in the market. The author analyzes the annex of Gamification in supply chain management among the different aspects of Industry 4.0 to affect employee motivation in tedious work. Motivation drives human action, and different Gamification approach in literature has demonstrated the power to change the individual attitude. And the study analyzes the Gamification framework with Industry 4.0 technologies to support supply chain management to bring modernization. The research approach of this study is to understand the existing literature and analyze the detailed area under Gamification and Supply Chain Management.
Swati Tayal, K. Rajagopal, and Vaishali Mahajan
IEEE
Technology surrounds Human society, and through which trillion tons of Data are readily available in different forms. Gamification is becoming a part of the human lifestyle through entertainment, fun, or learning and growing immensely in various industries such as e-commerce marketing. Data has become available to a large extent but extracting valuable information is still a question in different sectors. Moreover, to handle big data, several organizations are making investments and trying to hire talent from around the globe. This paper discusses the industry case studies that reflect the importance of gamified event Datathon to solve such problems. During COVID-19, where Data plays a key factor, valuable case studies are discussed and analyzed in this paper. Gamification offers users different pleasures through achievement and competition, and Datathon is prominent in problem-solving for emerging data but lacks the gap in studies. This research paper highlights the various aspects of the true gamification benefit implemented across industries through Datathon to solve significant problems. The author shares detailed insights by discussing the case studies considering different regions and sectors and analyzing during the COVID-19 pandemic.
Swati Tayal, K. Rajagopal, and Vaishali Mahajan
IEEE
The Metaverse is a podium of user mesmerizing interactions in the virtual world with the support of the Internet, software, and hardware required to create the exceptional immersive user experience. Gamification is becoming part of our life, and with the growing technology and digitalization, it has become a prevalent part of different user activities. The increasing reputation of Metaverse is opening the more user immersive online interaction in the virtual internet world where users can meet, participate, and collaborate for a specific purpose such as social interaction. The author discusses the gamified relevant details frequently used in Metaverse since there is currently a lack of study on Gamification in Metaverse surroundings. The approach taken in this paper is understanding the concepts, followed by essential components and future contributions from the Metaverse. This paper concludes the associated future challenges which may get aroused with Metaverse for the current and future generations.
Kannan Rajagopal and Vaisahli Mahajan
IGI Global
This chapter attempts to study the COVID-19 pandemic's impact on business success and failure with an emphasis on small and medium-sized enterprises (SMEs). The other prime objective of the chapter is to discuss the various strategies that have been instigated by the government and other agencies to manage the adverse economic consequences caused by the pandemic situation. The theoretical investigation is done using secondary sources, which reveals that the SME sector has infused a strategic measure to bring back the situation to normalcy. However, there are still some more expectations from the SME sectors specifically from the government and other stakeholders to help them come out of this unforeseen situation.
Anonymization is a device of hiding the information to any such degree, that an unlawful customer couldn't get whatever from the information, of direction an analyzer will get vital data[4].The term records privacy is associated with data accumulating and allotment of information. Safety issues rise in exceptional sector, as an instance, human administrations, financial institution place, web based totally definitely existence data,and so forth.It's miles one of the difficult troubles while sharing or disseminating the data among one to numerous hotspots for research cause and records evaluation[2].Many affiliations moreover launch huge scaled down scale data. It bars an person's brief identity marks like call, cope with and contain specific facts like intercourse, DOB, marital repute, Pin-code, which can be united with other open information to see a person[3]. This derivation ambush may be endeavored you purchased any sensitive facts from informal community put together, with the useful resource of that putting the security of a person in risk. To save you such ambushes through way of converting littler scale facts, k-anonymization is used. In this paper, we provide a computational advent technique to releasing records from a personal desk with the last intention that the identity of any character to whom the released information mean can't be virtually recognized[1]. It's far based upon the difficulty of hypothesis, from which set away developments may be superseded with dependable but much much less unequivocal alternatives, and of ok-loss of clarity
The home appliance usage and application of the infotainment, entertainment and communication has increased alarmingly with the advent of technology. However, the energy consumed by these equipment’s has also gone high. Therefore, there is an inert need for studying and planning for the energy management and exercise check and control on the energy waste at the domestic environment that occurs due to the inefficient management of the home appliance and Home automation devices. Technology has become a centre-piece of everyone’s lives and is evolving in unimaginable ways. With the advancements in Internet of Things(IoT) space and ease of availability of the technology, innumerable applications of IoT are now possible beyond industries and organisations. One such application of the IoT technology is in a “Smart Home Automation System”. Home Automation also referred to as “domotics” is the process in mechanizing homes using IoT that would allow owners to control lighting, temperature, music systems and other electrical appliances via use of computers or handheld devices such as smart phones or tablets. Apart from the obvious benefit of the ability to remotely control, a home automation system offers multiple benefits such as enhanced security, energy efficiency, monetary savings, comfort & convenience and peace mind to a household that would adopt it. In line with these advantages, this paper will attempt to identify which of these factors are most relevant and important to a consumer and would lead to the adoption of home automation system and what are the factors which are of paramount importance when it comes to energy efficient home automation.
Sharing economy is a relatively recent development in emerging economies such as India.Sharing economy has been conceptualized to include integrated collaboration in peer to peer commercial exchange of mostly underutilized goods and services for a fee, on a non-ownership basis (Altinat and Taheri, 2019)[1]; a business model consisting of a firm, primarily a service enabler such as Airbnb that acts as an intermediary between the supplier and customers of such goods and services (Kumar, et al, 2018); often referred to as collaborative consumption facilitated by online platforms (Guyader, 2018) [2]. While enjoyment and economic reward in terms of cost savings have been reported in studies as motivators for the use of such access-based services (Lee et al., 2018) [3], collaborative consumption has also been reported to being considered as an alternative ecological mode of consumption (Gopalakrishnanand Matthews,2018) [4].The two prime factors: supply-side flexibility and technology innovations have been enabling the steep growth of peer-to-peer platforms predominantly. The process of market entry for suppliers has been streamlined effectively by the technology innovations and has also made possible the searchable listings for the consumers resulting in keeping the overheads low and intact. The supply-side flexibility is yet another milestone achievement in terms of these shared platform which enables the Uber drivers to add or remove themselves from the available supply of drivers by a mere swipe of their mobile app. The same is the option for the provider who can voluntarily list or delist the offerings of their goods or services as per their wish. As an optimum solution to these problems, online shopping portals provide customers with reliable replacement policies and often refund cash in case of dissatisfaction.
Rakesh D. Raut and Vaishali C. Mahajan
Inderscience Publishers
This paper aims to develop an integrated multi-criteria decision making (MCDM) analytical tool, combining fuzzy-quality function deployment (F-QFD) and analytic hierarchy process (AHP) approach for preference, in order to examine and to determine the best residential housing project in India. A new approach, fuzzy-QFD-AHP (FQA) MCDM method, has been suggested to combine the results of these techniques to find the final ranking. This paper integrates F-QFD and AHP; AHP is used to obtain the relative importance of the evaluation criteria. The fuzzy-QFD approach typical for residential house selection in the house of quality (HOQ) is used in determining the importance weights for the customer requirements. Utilising the linguistic factor to organise criteria and sub-criteria weight, fuzzy set are pair wise compared with fuzzy QFD and solved by a proposed fuzzy suitability index (FSI). The case study findings demonstrated that the FQA MCDM model could be successfully applied in the housing projects as a strategic tool to facilitate marketing decisions. A team has been formed to collect and verify the expectations of the customer profile of the sample project, which was a high-rise building project located in Mumbai, India.