Volume 12 | Issue 8 |

 Abstract

Anita Desai was born on 24 June 1937. She is an Indian novelist. She has been shortlisted for the Booker Price three times. She received the Sahitya Akademi Award in 1978 for her novel Fire on the mountain. The term cultural identity is related to the identity or feeling of belonging to a group. It has the aspects a person's self-conception and self-perception. The reflection of nationality, ethnicity, religion, social class, generation, locality or any kind of social group that has its own distinct culture which forms the cultural identity. Anita Desai's novel Bye-Bye Black Bird (1971) is an instance of the reflection of cultural identity through cultural encounters. The story revolves around two friends Dev, and Adit in London. Adit lives for a longer period in London and married an English woman, Sarah. The alienated Sarah looks for the cultural identity of self in her own land but unlike others, she never withdraws. Desai depicts Sarah's loneliness is different from other heroines because she chooses it deliberately whereas for her other characters its part of their nature.

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REFLECTION OF CULTURAL IDENTITY IN DESAI'S BYE- BYE BLACK BIRD

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Consumer behavior in the context of online shopping encompasses the choices and actions individuals undertake when acquiring products or services via digital platforms. The swift expansion of e-commerce has significantly boosted online shopping, allowing consumers to explore options, compare prices, and complete transactions from the ease of their own homes. Research indicates that various elements, such as product quality, website aesthetics, pricing, convenience, and security, play a pivotal role in shaping consumer behavior in this domain. Additionally, social influences, including customer reviews and recommendations, further impact purchasing decisions. The recent pandemic has further accelerated the trend towards online shopping, as more consumers recognize the convenience and safety it provides. Consequently, businesses have been compelled to modify their marketing approaches to align with this evolving consumer behavior. Ultimately, grasping consumer behavior in online shopping is essential for businesses aiming to deliver a smooth and satisfying online shopping experience, which in turn fosters customer loyalty and enhances profitability.

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E-commerce, purchasing patterns, decision-making processes, Promotional tactics.

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The modern Indian literature is that the representation of every aspect of life. Dalit literature deals with the oppression of Dalits within the Indian scheme. Dalit literatures are noted as a rebellion against the suppression, humiliations by Dalits in past and sufferings continuing even now a day. The motive of Dalit literature is that the liberations of Dalits. The narration of the story of Dalit literatures are purely experienced based. Their shame, anger, sorrow, suppression, sturdy, hopes became a sturdy hand for Dalit literature. In this society marginalized the dalits for various reasons like caste, gender, colour, money, and complexion. Karukku is an autobiographical novel written by Bama, a Tamil Dalit feminist writer from Tamil Nadu, India. The book was first published in 1992 and has since become a classic in Indian literature. It is a powerful narrative that delves into the experiences of Dalit women who are marginalized in a society that is structured around caste and gender.

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marginalized, suppression, humiliations, domination, betrayal.

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The present study was carried out with socio economic construction workers, working in sivagangai district. An attempt has been made in the paper to understand the socio economic condition of laborers, nature of their work, their working conditions, wage pattern, wage discrimination and other difficulties faced by them at their work place. In order to assess the economic status of women construction worker in Sivagangai district, 500 construction workers (60 sampling from each taluk, Sivagangai, Tiruppattur, Devakottai, Karaikudi, Manamadurai, Tiruppuvanam , kalaiyarkovil and Illayankudi,) of Sivagangai district were randomly selected. To analyze wage discrimination and factors influencing the wage of construction workers in Sivagangai district, the proportionate probability sampling technique was adopted. The conditions of work were unsatisfactory and the problems confronted by them were acute. And that their illiteracy, poverty and indebtedness forced them to work for lower wages and under unjust conditions.

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construction workers, working conditions, wage pattern, Construction sector, industrial employees, sivagangai

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Exporters need export funding in order to accept and successfully complete their export orders. For brief intervals before and after the delivery or shipment of an order, export credit is necessary. Pre-shipment export finance is necessary as working capital to complete the production, packing, and delivery of the orders in a timely manner. Post-shipment financial facilities help exporters' businesses while they wait for payments from foreign clients. A significant portion of export financing is provided by commercial banks. By employing a multi-stage sampling technique, the primary data were gathered from 206 bank branches of commercial banks in the Vellore area. The study's sample size is 206. The study's conclusions indicate that banks' inability to monitor the proper use of export credit is one of the biggest issues bankers encounter when authorising such credit.

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Export finance, Commercial banks, Problems

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Social media influencer marketing has become a vital strategy for enhancing brand visibility and credibility, especially for women-led startups in Tamil Nadu. This study investigates how influencer marketing influences the growth and visibility of these startups, focusing on the unique challenges they face, such as budget constraints and finding suitable influencers. Utilizing a sample of 140 respondents, the study integrates both primary and secondary data, employing ANOVA, percentage analysis, and correlation analysis to provide insights into the effectiveness of influencer marketing. Results reveal significant variations in awareness, understanding, and familiarity with influencer marketing processes among different age groups. Notably, significant differences exist in perceptions of influencer relevance, authenticity, and engagement effectiveness. The study also finds weak correlations among various social media platforms, indicating limited cross-platform interrelationships. Recommendations include standardizing collaboration processes, reallocating resources to focus on impactful marketing elements, and fostering organizational learning through influencer marketing. These findings underscore the need for tailored marketing strategies and targeted training to optimize influencer marketing efforts, ensuring that women-led startups can effectively leverage social media to compete and grow in a dynamic business environment.

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Social Media Influencer Marketing, Women-Led Startups, Marketing Strategies, Marketing Effectiveness

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ChatGPT technology is playing a significant role in changing how students interact and engage within the classroom setting, especially during a period characterized by ongoing changes and improvements in education systems. This title highlights the potential impact of ChatGPT in enhancing student participation, learning experiences, and overall educational outcomes within the context of broader educational reforms. The development of Chat GPT technology has been a significant milestone in the field of natural language processing (NLP) and artificial intelligence (AI). Chat GPT, which stands for Generative Pre-trained Transformer, represents a class of AI models specifically designed for conversational interactions.Therefore, this study aims to analyze the Transforming Classroom Engagement in the ERA of Education Reform towards Chat GPT.

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ChatGPT, Technology Development, Educational Reforms, Artificial Intelligence.

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Introduction: The major goal of this paper is to determine how OpenAI'sChatGPT, a complex AI language model, influences how effectively students learn. Objective: The goal of this paper is to investigate the various ways that artificial intelligence can be used to address educational challenges and provide equal utilisation of excellent educational opportunities. Methods: Using a technique that blends quantitative data on the institution's performance with qualitative findings from surveys taken by students. Result: According to the findings, ChatGPT can help students succeed in college. Students' grades are improving, indicating that artificial intelligence is assisting students in understanding and applying what they have learned. New technologies enable students to learn at their own pace by swiftly sharing material and providing comprehensive answers to numerous inquiries. The study also found that ChatGPT can assist students who live far away or have logistical challenges. Conclusion:The findings demonstrated that when the classroom was engaging and inspired pupils to participate, they learned more.

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Chatgpt, Open AI, Educational reforms, Chatbot, Chat GPT model

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The objective of this work is to analyze, feminist viewpoint. Restrictive roles assigned to women as well as the ways in which the authors and challenged and these conventions. The discussion will also deal with double standard of literary criticism and independent female characters. It discusses about the feminist themes and social commentary present in Victorian literature. Through a critical analysis of literary texts, this research reveals the complex and miscellaneous roles of women in Victorian literature, highlighting their struggles, accomplishment, and contributions to the literary canon.

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Franchise, Identity, Social change, Victorian age, Patriarchy.

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 Abstract

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