Faculty Publications

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Scholarly Publications by Integral Academia

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2025 - 202621

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Start date: 2025Subject: search.filters.subject.Business and economics

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Now showing 1 - 10 of 21
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    Behavioural Biases of Gen Z and Millennial Investors: A Review of Risk Perceptions and Decision-Making in Financial Markets
    (Shodh Sandarsh, 2025) Mohd Faiz Khan, Shujauddin Khan
    This study provides a comprehensive analysis of the behavioural biases influencing Generation Z and Millennial investors, emphasizing their distinct risk perceptions and financial decisions in contemporary markets. In contrast to traditional investors, these generations exhibit significant digital exposure, reliance on FinTech platforms, and heightened social influence, which amplify cognitive and emotional biases. The paper highlights key biases such as overconfidence, herding, loss aversion, anchoring, confirmation bias, disposition effect, and mental accounting, examining their impact on portfolio decisions, trading frequency, and long-term investing success. The influence of social media, gamification in investment applications, and peer-based financial communities on altering risk perceptions is particularly noteworthy. Evidence suggests that while younger investors exhibit a greater propensity for adopting novel financial products and demonstrate higher risk tolerance, they remain significantly susceptible to behavioural biases that may distort rational decision-making. This research contributes to the growing body of literature on behavioural finance by synthesizing evidence regarding investment psychology across generations and offers implications for policymakers, educators, and financial institutions to formulate targeted interventions that foster informed and resilient investing behaviours among future generations.
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    The Strategic Evolution of Digital Payment Gateways in India: Key Drivers, Challenges, and Future Prospects
    (Book Rivers, 2025) Farheen Zehra, Farhina Sardar Khan
    The financial landscape of India has undergone a transformative shift in recent years, driven by the rapid proliferation of digital payment gateways (DPGs). These platforms have redefined the way transactions are conducted, making financial exchanges more efficient, secure, and inclusive. From metro cities to rural belts, digital payment systems have increasingly replaced traditional cash transactions, steering the country toward a cashless economy. The emergence and widespread adoption of platforms such as Google Pay, PhonePe, Paytm, Amazon Pay, and BHIM UPI reflect the convergence of technology, consumer behavior, and policy support that has fueled the growth of this sector.
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    Sustainability as the Brand Value: Conceptual Insights from the FMCG Sector
    (Book Rivers, 2026) Belal Pathan, Shujauddin Khan
    The Fast-Moving Consumer Goods (FMCG) sector is a cornerstone of the global economy, encompassing everyday products such as food, beverages, personal care items, and household goods. These products are characterized by high purchase frequency, low cost, and short shelf life, making the FMCG industry one of the most dynamic and competitive markets. However, the sector’s scale and operational intensity have significant environmental and social consequences. From excessive packaging waste to carbon-intensive supply chains and labor concerns in sourcing raw materials, FMCG companies face growing scrutiny over their ecological and ethical footprints
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    Artificial Intelligence in the Public Governance in India
    (Book Rivers, 2026) Ayman Abbas, Abdul Tayyab Khan
    Artificial Intelligence (AI) in public governance refers to the application of AI technologies and techniques to enhance various aspects of government operations, decision-making, and service delivery. It involves using machine learning, natural language processing, data analytics, and other AI methodologies to automate processes, analyse data, and improve efficiency, transparency, and accountability in the public sector.
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    Digital Payment Gateways in India: Emerging Strategies and Market Dynamic
    (Sandpiper Publishers, 2025) FARHEEN ZEHRA, FARHINA SARDAR KHAN, SYED SHAHID MAZHAR
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    Financing New Business Ventures
    (RG International Publication, 2026) Murad Ali, Syed Shahid Mazhar, Farhina Sardar Khan, Dhoha Alsaleh
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    Team Building and Leadership
    (RG International Publication, 2026) Murad Ali, Syed Shahid Mazhar, Farhina Sardar Khan, Urooj Shakeel
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    Globalization, Technology, and the Digital Economy
    (Book Rivers, 2026) Saba Fatima
    The advancement of digital infrastructure in rural areas has seen significant progress due to government initiatives such as Digital Village and BharatNet, which are enhancing rural connectivity. Despite this, disparities remain, with internet access in rural areas at just 20% compared to 64% in urban areas. Technical challenges like low bandwidth and unreliable electricity persist. Capacity building and digital literacy have improved through mobile-based training and localized educational programs, particularly benefiting rural, tribal, and marginalized communities. These efforts have led to effective community involvement and notable female participation in certain areas. Furthermore, initiatives aimed at transforming service delivery have enhanced access to online government services and education, with pilot programs in remote regions demonstrating positive outcomes despite urban areas maintaining an advantage in device availability and adoption speed.