Vol 14 Issue 1 April 2026-September 2026

Abstract: Digital transformation (DT) has emerged as a key strategy for enhancing firm value and operational competitiveness in the context of China’s rapid digital policy development and unique institutional environment. However, whether digital investments translate into tangible performance often depends on corporate governance quality. This study uses a sample of Chinese A-share listed companies from 2018 to 2023 to explore the impact of digital transformation on firm value (Tobin’s Q) and examines the moderating effects of two governance mechanisms: institutional investors and board independence. The empirical results show that digital transformation significantly enhances firm value, and both institutional investors and board independence are positively correlated with firm value. Institutional investors exhibit a significant positive moderating effect on the relationship between digital transformation and firm value, indicating that external professional capital can amplify the value contribution of digital strategies. In contrast, the moderating effect of board independence is only marginally significant, possibly limited by the professional composition of boards and governance environment. This study contributes to the Asia-Pacific corporate governance and digital strategy literature by offering China-specific evidence on how institutional investors and board structures shape the value realization of digital transformation.

Keywords: digital transformation, corporate governance, firm value, institutional investors, board independence.

Title: An Empirical Study on Digital Transformation and Firm Value in China: The Moderating Role of Institutional Investors and Board Independence

Author: Li-Ling Yang

International Journal of Management and Commerce Innovations 

ISSN 2348-7585 (Online)

Vol. 14, Issue 1, April 2026 - September 2026

Page No: 444-449

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Published Date: 22-May-2026

Abstract: The rapid integration of Artificial Intelligence (AI) in recruitment and selection has transformed traditional HR practices, offering enhanced efficiency, predictive insights, and automation in talent acquisition. However, alongside these advancements, critical challenges persist regarding ethical governance, algorithmic bias, human–AI collaboration, and long-term organizational outcomes. This study aims to provide a multidimensional analysis of AI adoption in recruitment, focusing on its operational, strategic, and human-centric implications. Based on a comprehensive review of theoretical and empirical literature, the study addresses five key research questions related to AI’s impact on organizational performance, ethical considerations, human judgment integration, industry-specific adoption, and sustainable HR strategies. The findings reveal that while AI-driven tools improve candidate-job matching and recruitment efficiency, optimal outcomes are contingent upon complementing automation with human intuition, transparency, and cultural sensitivity. Variations in adoption across industries, organizational sizes, and regulatory contexts further highlight the need for context-specific strategies. The study underscores the importance of embedding ethical safeguards and inclusive practices to ensure that AI contributes to sustainable HR 4.0 ecosystems, employee engagement, and long-term organizational success. These insights provide valuable implications for practitioners, policymakers, and researchers seeking to balance technological innovation with human-centric and socially responsible recruitment strategies.

Keywords: Artificial Intelligence, Recruitment and Selection, Human–AI Collaboration, Algorithmic Bias, HR 4.0, Ethical Governance, Organizational Performance.

Title: PROSPECTS AND BARRIERS IN ADOPTING AI-DRIVEN AUTOMATION FOR RECRUITMENT AND SELECTION

Author: Dr. S. Saranya, Dr. K. Chandrasekar

International Journal of Management and Commerce Innovations 

ISSN 2348-7585 (Online)

Vol. 14, Issue 1, April 2026 - September 2026

Page No: 430-443

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Published Date: 20-May-2026

Abstract: The sustainability of donor-funded projects remains a major concern, as many initiatives struggle to maintain operations and impact after donor withdrawal. This challenge is particularly evident in Catholic Relief Services (CRS) Kenya, which implements programs in health, education, and livelihoods largely dependent on external funding. This study examined the effect of resource mobilization strategies on the sustainability of donor-funded projects, focusing on donor diversification, local fundraising strategies, strategic partnerships, and income-generating activities. The study was grounded in Resource Dependence Theory, the Sustainable Livelihoods Framework, and Social Capital Theory. A descriptive cross-sectional survey design was adopted. The target population comprised over 100 CRS Kenya staff and 805 beneficiaries, from which a sample of 277 respondents was selected using stratified and simple random sampling techniques. Data were collected using semi-structured questionnaires and analyzed using descriptive statistics (means and standard deviations) and inferential statistics (correlation and multiple regression analysis). Findings revealed that donor diversification, local fundraising strategies, strategic partnerships, and income-generating activities all have a positive and statistically significant effect on the sustainability of donor-funded projects at CRS Kenya. The study concludes that diversification of funding sources reduces overreliance on single donors, local fundraising enhances ownership and accountability, strategic partnerships improve access to resources and expertise, and income-generating activities strengthen long-term financial resilience. The study recommends strengthening partnerships with local businesses through sponsorships and in-kind support, enhancing digital engagement platforms to improve donor and partner communication, promoting transparent and continuous stakeholder engagement, and investing in skills development to support income-generating activities and community self-reliance.

Keywords: Donor diversification; Resource mobilization; Strategic partnerships; Income-generating activities; Sustainability of donor-funded projects.

Title: Enhancing the Sustainability of Donor-Funded Projects through Resource Mobilization Strategies: Evidence from Catholic Relief Services

Author: Geoffrey Kipleting Rono, Morrisson Mutuku

International Journal of Management and Commerce Innovations 

ISSN 2348-7585 (Online)

Vol. 14, Issue 1, April 2026 - September 2026

Page No: 422-429

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Website: www.researchpublish.com

Published Date: 20-May-2026

Abstract: The dynamics of the global economy, which now relies on the digital ecosystem, have triggered serious challenges to the country's fiscal weaknesses, particularly in determining tax revenues. Indonesia faces a major dilemma: the conventional, geographically rigid concept of a Permanent Establishment (PE) has proven ineffective in reaching technology giants that generate profits without a physical presence. This regulatory inadequacy creates a wide loophole for Base Erosion and Profit Shifting (BEPS) practices that harm the state treasury. This article examines how Indonesia's digital tax policy affects the behavior of technology companies, by examining loopholes in business contract law that often go unnoticed. The study reveals a harsh reality: technology companies' compliance with VAT on PMSE (E-Commerce) in Indonesia is merely a superficial or pragmatic approach. They comply not out of legal awareness, but rather to avoid "digital execution" sanctions in the form of access blocking. Ironically, contractually, global platforms are actually executing clever maneuvers by unilaterally amending their Terms of Service (ToS) clauses. This tax shifting practice systematically shifts the tax burden onto local consumers, thus violating the principle of parity of arms, or the balance of bargaining power in contracts. This paper concludes that Indonesia's unilateral measures must be immediately benchmarked in the global context through Pillars 1 and 2 of the OECD, coupled with strict protection of digital contract pricing structures to prevent consumers' economic rights from being continuously eroded by the dominance of transnational corporations.

Keywords: Fiscal Sovereignty, Digital Tax, Tax Shifting, Parity of Arms, OECD Consensus.

Title: The Impact of Digital Tax Policy on Technology Company Compliance from a Business Contract Law Perspective

Author: Sri Susi Rahayu, Martalib, Udin, Aman Nurkholis, Muhammad Basir, Pandri Zulfikar

International Journal of Management and Commerce Innovations 

ISSN 2348-7585 (Online)

Vol. 14, Issue 1, April 2026 - September 2026

Page No: 412-421

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Website: www.researchpublish.com

Published Date: 19-May-2026

Abstract: This study examined the effect of public procurement processes on the sustainable performance of public institutions in Rwanda, focusing on the Water and Sanitation Corporation. The research specifically assessed the influence of inventory management, procurement contract management, preferences and reservations in procurement, and procurement methods on sustainable performance. The study is important because it highlights how effective procurement practices can improve resource utilization, service delivery, and sustainability in public institutions while addressing operational challenges in developing countries. The study was guided by Institutional Theory, Resource-Based Theory, Stakeholder Theory, and Triple Bottom Line Theory. The target population consisted of 174 management personnel from different departments within WASAC, from which a sample of 122 respondents was selected using Slovin’s formula and stratified sampling techniques. Data were collected mainly through structured questionnaires based on a five-point Likert scale, supported by secondary data sources. A pilot study involving 13 WASAC staff members from Kicukiro District was conducted to test the instruments. Validity was assessed through face, criterion, and content validity, while reliability was measured using Cronbach’s Alpha. Data analysis was conducted using SPSS version 25, employing descriptive statistics, regression analysis, and correlation analysis. The findings revealed that all procurement-related variables had a positive and statistically significant effect on sustainable performance. Procurement methods had the strongest influence (β = 0.506, p < .001), followed by inventory management (β = 0.230, p < .001), preferences and reservations in procurement (β = 0.219, p < .001), and procurement contract management (β = 0.142, p = .005). The study concluded that effective procurement practices significantly enhance the sustainable performance of public institutions in Rwanda. It recommended strengthening procurement planning, improving contract management, and promoting transparent inventory and supplier management practices to improve sustainability and service delivery. Future studies should examine the role of digital procurement technologies and stakeholder engagement across different sectors and regions.

Keywords: Public Procurement, Sustainable Performance, Water, Sanitation Corporation, Rwanda.

Title: Public Procurement Practices and Sustainable Performance of Water and Sanitation Corporation in Rwanda

Author: Ange Carine Muhayimana, Dr. Samson Njenga Gitahi

International Journal of Management and Commerce Innovations 

ISSN 2348-7585 (Online)

Vol. 14, Issue 1, April 2026 - September 2026

Page No: 399-411

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Website: www.researchpublish.com

Published Date: 19-May-2026

Abstract: This study examines the influence of employer branding on talent management and market positioning with special reference to VY Systems Pvt Ltd, a global technology consulting and managed services firm based in Chennai. In today's fiercely competitive IT landscape, organisations no longer compete solely on the strength of their products and services they compete equally for exceptional talent. Employer branding, which shapes how current and prospective employees perceive an organisation as a workplace, has emerged as a decisive strategic lever in this context. Using a structured questionnaire administered to 100 employees across departments and experience levels, this research analyses key dimensions of employer branding namely Employer Brand Awareness, Employer Brand Image, Employer Brand Associations, and the Employer Value Proposition and examines their relationships with Talent Attraction, Talent Acquisition, Employee Satisfaction, and Employee Retention. Statistical tools including descriptive statistics, regression analysis, Pearson correlation, and one-way ANOVA were applied using SPSS software. The findings reveal that employer branding variables collectively explain over 80% of the variance in talent management outcomes (R² = 0.801), with Employer Brand Awareness and Employee Satisfaction emerging as the strongest individual predictors. A strong positive correlation (r = 0.743) between Employer Brand Associations and Talent Attraction further underscores the strategic value of a well-crafted employer identity. ANOVA results indicate significant experience-based differences in perceptions of Employer Brand Awareness, Employer Value Proposition, and Employee Satisfaction, highlighting the need for tailored communication strategies across workforce segments. The study concludes with practical recommendations for organisations seeking to strengthen their employer brand as a tool for sustainable talent management and competitive market positioning.

Keywords: Employer Branding, Talent Management, Market Positioning, Employer Value Proposition, Employee Satisfaction, Talent Attraction, IT Sector, VY Systems.

Title: EMPLOYER BRANDING AND ITS IMPACT ON TALENT MANAGEMENT AND MARKET POSITIONING

Author: Tharun Kumar R, DR. S. Preetha

International Journal of Management and Commerce Innovations 

ISSN 2348-7585 (Online)

Vol. 14, Issue 1, April 2026 - September 2026

Page No: 387-398

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Website: www.researchpublish.com

Published Date: 16-May-2026

Abstract: This paper aims to develop a conceptual RentMyThings business model. RentMyThings is a mobile application and digital platform which is designed to address key challenges, pains, gains and jobs to be done by two customer segments which are owners of the items such as cameras, sports equipment, and electronics and the renters of the items. The main challenges of our business model are to identify high cost of ownership for short-term usage and limited access to affordable rental options. These challenges align with our national agendas such as MyDigital, 4IR Policy, Budget 2026 and the 13th Malaysia Plan (13MP) particularly to promote digital economy growth and sustainability The methodology uses a Design Thinking approach which includes literature review and benchmarking similar platforms using the Business Model Canvas. The paper also develops an initial business model prototype using Environment Map, Business Model Canvas and Value Proposition Canvas along with the high functioning digital platform prototype. The prototype is validated by users followed by the development of a Strategy Canvas to compare with existing market players. The findings show that RentMyThings acts as both gain creator and pain reliever by enabling cost savings, convenience, secure transactions and income generation which promote sustainable practices. This paper contributes by proposing a validated conceptual business model integrating digital solutions with user centric value creation. Future work will focus on developing a full business plan based on the validated model.

Keywords: Business Model Innovation, Responsible Consumption and Production, Digital Platform, Business Model Canvas, Value Proposition Canvas, Design Thinking.

Title: A Conceptual RentMyThings Business Model: A Digital Peer-to-Peer Rental Platform

Author: Wan Hana Humaira, Aisyah Syazana, Nur’alya Farisya, Nur Alya Nabilah

International Journal of Management and Commerce Innovations 

ISSN 2348-7585 (Online)

Vol. 14, Issue 1, April 2026 - September 2026

Page No: 371-386

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Website: www.researchpublish.com

Published Date: 14-May-2026

Abstract: The present study aims to analyze customer perception towards mobile phones using the Theory of Planned Behaviour (TPB). This study explores how attitude towards mobile phone, subjective norms, and perceived behavioural control affect consumers' attitudes towards buying and using smartphones. Data analysis is done using statistical tools descriptive analysis, reliability analysis, KMO and Bartlett tests, Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), and Structural Equation Modeling (SEM). Based on the results of reliability and validity, it can be concluded that the measurement model is statistically valid and appropriate for further analysis. Educational statistics indicate that attitude towards mobile phones, subjective norms and perceived behavioural control significantly and positively influence the behaviour intention which has a positive influence on the actual smartphone usage behaviour. The study also reveals that younger and more educated consumers have more positive perceptions related to the mobile phone, including their technological characteristics, convenience, social connectivity and digital accessibility. Based on the model fit index results, it can be concluded that the proposed structural model fits the collected data, and the proposed structural model is valid in explaining customer perception towards the use of mobile phones.

According to the study, customer perception is an important factor which determines the intention of buying a smartphone and its usage behaviour. The results offer valuable information for marketers, mobile phone manufacturers, and policy makers for designing their marketing strategies, improving the quality of their products, boosting satisfaction of customers, and maintaining competitiveness in the fast-changing smartphone industry.

Keywords: Customer Perception, Mobile Phones, Smartphones, Behavioural Intention, Structural Equation Modeling, Theory of Planned Behaviour (TPB), Consumer Behaviour.

Title: Customer Perception towards Mobile Phones: A Theory of Planned Behaviour (TPB) Perspective

Author: V. P. Padma, Dr. T. Kannan

International Journal of Management and Commerce Innovations 

ISSN 2348-7585 (Online)

Vol. 14, Issue 1, April 2026 - September 2026

Page No: 358-370

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Website: www.researchpublish.com

Published Date: 11-May-2026

Abstract: This study aims to analyze the psychological factors affecting procrastination behavior in the learning of students at the School of Economics – Hanoi University of Industry. Data were collected from a survey of 253 students and processed using PLS-SEM software. The results show that learning motivation, perfectionism, self-control ability, study habits, and self-efficacy negatively affect procrastination, while anxiety has a positive effect. The study contributes to providing additional empirical evidence in the Vietnamese context and proposes some implications to reduce procrastination behavior in learning.

Keywords: The impact of procrastination, learning, psychological factors, students.

Title: PSYCHOLOGICAL FACTORS AFFECTING THE LEARNING PROCRASTINATION OF STUDENTS OF THE SCHOOL OF ECONOMICS - HANOI UNIVERSITY OF INDUSTRY

Author: Pham Thi Kiem, Ngo Tien Hung, Tran Thi Dieu Linh, Nong Thi Bien, Nguyen Thi Phuong Hong

International Journal of Management and Commerce Innovations 

ISSN 2348-7585 (Online)

Vol. 14, Issue 1, April 2026 - September 2026

Page No: 354-357

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Website: www.researchpublish.com

Published Date: 09-May-2026

Abstract: This study aims at exploring the job satisfaction of female college teachers working in government and private colleges in the light of Herzberg's Two Factor theory. The purpose of this study is to determine the main factors that affect job satisfaction and to compare the satisfaction between the women teachers in the various institutional places. Motivational factors as well as hygiene factors like salary, job security, promotion opportunities, work-life balance, institutional support, and working conditions were taken into account for analysis. Primary data was collected from 300 female teachers who teach in the college using Structured questionnaire and convenient sampling technique. The data obtained were analysed using statistical tools like descriptive statistics, reliability analysis, Exploratory Factor Analysis (EFA), Independent Sample t-Test, correlation analysis, multiple regression analysis, Structural Equation Modeling (SEM) and Artificial Neural Network (ANN) analysis. The results showed that the job satisfaction of teachers at government colleges is higher than the teachers at private colleges. The hygiene factors were found to be the best predictors of Job Satisfaction followed by motivation factors and institutional support. The results from both SEM and ANN showed that both organizational and motivational dimensions are significant factors affecting women teachers' professional satisfaction. The study suggests that the workplace conditions, the recognition system, financial benefit and the work-life balance of women teachers are important factors in improving their satisfaction and commitment to their profession in higher educational institutions.

Keywords: Herzberg’s Two-Factor Theory, Structural Equation Modeling, Artificial Neural Network, Work-Life Balance, Motivation Factors, Hygiene Factors.

Title: Job Satisfaction among Women College Teachers: A Comparative Study between Government and Private Colleges using Herzberg’s Two-Factor Theory

Author: P. Mala, Dr.T.Kannan

International Journal of Management and Commerce Innovations 

ISSN 2348-7585 (Online)

Vol. 14, Issue 1, April 2026 - September 2026

Page No: 341-353

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Website: www.researchpublish.com

Published Date: 08-May-2026

Abstract: The study examined the effect of stakeholder engagement practices on the performance of humanitarian NGO projects in Nairobi City County, Kenya. It was motivated by persistent challenges in project performance, including declining quality, cost overruns, delays, and low beneficiary satisfaction. The study specifically investigated how stakeholder identification, stakeholder involvement, communication processes, and feedback handling influence project performance. Guided by stakeholder theory, communication theory, and human capital theory, an explanatory research design was used. Data was collected from 273 respondents across 21 NGO projects, with a sample of 7 projects selected randomly and respondents within them studied through a census approach. Both descriptive and inferential statistics were used for analysis. Findings revealed that all stakeholder engagement practices positively and significantly influence project performance. Stakeholder identification was the strongest predictor, followed by involvement, communication, and feedback handling. Although implementation of these practices was generally moderate, projects with stronger and more systematic stakeholder engagement achieved better outcomes in quality, timeliness, cost efficiency, and beneficiary satisfaction. The study concludes that effective stakeholder engagement is critical for improving humanitarian project performance. It recommends that NGOs formalize stakeholder engagement through policies and standard operating procedures, and invest in staff and volunteer training to strengthen identification, involvement, communication, and feedback systems across projects.

Keywords: Stakeholder engagement, Humanitarian NGO projects, Project performance, Nairobi City County, Feedback management.

Title: Stakeholders Engagement Practices and Performance of Humanitarian Non-Governmental Organizations Projects in Nairobi City County, Kenya

Author: Muraya Judy Wangui, Lydia Gachengo

International Journal of Management and Commerce Innovations 

ISSN 2348-7585 (Online)

Vol. 14, Issue 1, April 2026 - September 2026

Page No: 331-340

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Website: www.researchpublish.com

Published Date: 08-May-2026

Abstract:  The Indian insurance industry has witnessed significant transformation driven by digitalization, rising consumer awareness, and regulatory evolution. This study undertakes a comprehensive competitor analysis of two leading insurance companies — ICICI Prudential Life Insurance Company Limited (life insurance segment) and Star Health and Allied Insurance Company Limited (health/general insurance segment) — within the operational context of ValuePlus Technologies Private Limited's digital platform, AssetPlus. Using secondary financial data sourced from published annual reports covering the period 2021–2025, the research employs ratio analysis, comparative balance sheet analysis, and common size analysis to evaluate financial performance, profitability, liquidity, and solvency. The findings reveal that ICICI Prudential demonstrates stable profitability and strong solvency margins, while Star Health exhibits rapid premium growth accompanied by increasing pressure on profitability margins due to elevated claim ratios. The study identifies strategic opportunities for FinTech-based insurance intermediaries such as AssetPlus in optimising insurance distribution partnerships, enhancing product offerings, and expanding market reach in the evolving Indian insurance ecosystem.

Keywords: Life Insurance, General Insurance, FinTech, Competitor Analysis, Financial Performance, ICICI Prudential, Star Health, AssetPlus, Ratio Analysis, Insurance Distribution, India.

Title: AN ANALYTICAL STUDY OF COMPETITOR PERFORMANCE IN THE LIFE AND GENERAL INSURANCE INDUSTRY WITH REFERENCE TO FINANCIAL RATIOS, GROWTH, AND OPERATIONAL EFFICIENCY

Author: Pugazhenthi .M, Dr.M. Kotteeswaran

International Journal of Management and Commerce Innovations 

ISSN 2348-7585 (Online)

Vol. 14, Issue 1, April 2026 - September 2026

Page No: 323-330

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Website: www.researchpublish.com

Published Date: 07-May-2026

Abstract: This study examines the effect of digital marketing on consumer buying behaviour using a Partial Least Squares Structural Equation Modelling (PLS-SEM) method based on the Technology Acceptance Model. The study integrates the key dimensions of digital marketing, which include digital advertising, social media marketing, and content marketing and determines their effect on consumer perceptions, including the perceived usefulness and perceived ease of use perceptions. Structured questionnaire was used to collect primary data through respondents and analyse the data using SmartPLS. The results obtained indicate that digital marketing has a great impact on both perceived usefulness and perceived ease of use. These constructs in turn have a significant and positive influence on consumer buying behaviour, which indicates their mediating role in the association between digital marketing and purchase decisions. The structural model shows sufficient explanatory strength and predictive applicability, and it proves the strength of the proposed framework. The existence of all the hypothesized relationships was statistically significant. In the study, online purchasing is more likely to be conducted by consumers when they perceive the online marketing platforms to be useful, informative and easy to use. This study adds to the current body of literature, and it can offer marketers and policymakers to further improve digital marketing engagement and consumer trust.

Keywords: Digital Marketing; Consumer Buying Behaviour; PLS-SEM; Perceived Usefulness; Perceived Ease of Use; Technology Acceptance Model; Social Media Marketing; Digital Advertising.

Title: Impact of Digital Marketing on Consumer Buying Behaviour: A PLS-SEM Approach Based on the Technology Acceptance Model

Author: B.V.Bhuvaneswari, Dr.T.Kannan

International Journal of Management and Commerce Innovations 

ISSN 2348-7585 (Online)

Vol. 14, Issue 1, April 2026 - September 2026

Page No: 313-322

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Website: www.researchpublish.com

Published Date: 06-May-2026

Abstract: Although Higher Education in India has experienced exponential growth in terms of numbers, the growth has not translated in same proportion in terms of equipping students with relevant market skills. This study identifies the skill gaps prevalent in commerce graduates and explores the reasons behind their low employability. The study focuses on the commerce graduates from the University of Calicut, the largest affiliating university in the state of Kerala, which serves around 250,000 students across 394 colleges. The primary data for this study was collected from 360 respondents, using a well-structured questionnaire. A multi-method approach has been employed to analyze the data, including Chi-Square Test of Independence, One-Way ANOVA, Garrett Ranking Technique, and Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA). Moreover, a Path Analysis with mediation and Multiple Regression has been employed to understand the determinants of graduate employability. The findings of the findings reveals significant association between college type and employability, add-on course and employability, and skill requirements for employability. Three latent skill dimensions, namely, Applied Skills, Conceptual Skills, and Entrepreneurial Skills, have been identified. The results of the Path Analysis reveal that the institutional type has the most dominant indirect effect on graduate employment through employability skills (β = .839). The Garrett Ranking Technique reveals that communication deficiency, digital illiteracy, and lack of practical exposure to industry are the top three reasons for unemployment of commerce graduates. The findings have crucial implications for curriculum designers, policymakers, and skill development managers in commerce education, particularly in the Malabar region.

Keywords: Skill Gap, Employability Mismatch, Commerce Graduates, Graduate Unemployment.

Title: SKILL GAP AND EMPLOYABILITY MISMATCH AMONG COMMERCE GRADUATES: AN ANALYTICAL STUDY

Author: Shalini K V, Dr. S. Latha

International Journal of Management and Commerce Innovations 

ISSN 2348-7585 (Online)

Vol. 14, Issue 1, April 2026 - September 2026

Page No: 303-312

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Website: www.researchpublish.com

Published Date: 05-May-2026

Abstract: The rapid emergence of artificial intelligence (AI) and digital technologies is increasingly pervading entrepreneurial ecosystems globally and is creating new avenues for some entrepreneurs to engage with markets. The present study investigates how AI-based business ecosystems are transforming the opportunities and barriers faced by Malayali women entrepreneurs. Using a multi-stage sampling approach, data has been collected from 380 respondents through structured questionnaire, the study employs a Structural Equation Modelling (SEM) approach to analyze how AI-enabled business ecosystems influence the transformation of opportunities and barriers by introducing AI adoption, digital literacy, fintech, network expansion, institutional support, cultural norms and entrepreneurial outcomes as endogenous constructs. The findings support high measurement validity and good model fit but show that AI adoption does not lead to increased digital literacy or fintech access. While these results are initially surprising given what we know about the potential of technology and AI to boost skills, they highlight that more work is needed to truly leverage technology for development. A decline in network size as AI adoption increases also suggests that depending more on technology may mean less social capital creation. Results further show that digital literacy negatively affects innovation, institutional support and cultural norms encouraging AI adoption had no significant direct effect on AI adoption. The findings advance the research literature on the multi-dimensional nature of the digital gender divide, highlighting interactions between technological, social, and institutional dynamics. The results have important implications for decision makers and practitioners hoping to create sustainable entrepreneurial ecosystems in emerging markets.

Keywords: AI-enabled business ecosystems; Digital gender divide; Women entrepreneurship; Digital literacy; Fintech access; Network expansion; Innovation; Sustainability.

Title: Bridging the Digital Gender Divide: How AI-Enabled Business Ecosystems Transform Barriers and Opportunities for Malayali Women Entrepreneurs in Emerging Markets

Author: RAJI BABY, Dr. S. LATHA

International Journal of Management and Commerce Innovations 

ISSN 2348-7585 (Online)

Vol. 14, Issue 1, April 2026 - September 2026

Page No: 291-302

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Website: www.researchpublish.com

Published Date: 05-May-2026