Browsing by Author "Ruchika Jeswal"

Now showing 1 - 2 of 2
  • No Thumbnail Available
    Item
    Analytical Study of Automatic Speech Recognition and Linked Profile as a Tool for Effective Advertising
    (Chitkara University Publications, 2023-10-15) Ruchika Jeswal; Ruchi Jain; Shreya Tripathi
    Background: Automatic speech recognition, more commonly known as voice search, and linked profiles have emerged as powerful tools for advertising. Voice search allows users to perform searches using their voice instead of typing, while linked profiles enable users to connect their various online accounts to create a comprehensive profile. These technologies offer new opportunities for advertisers to reach their target audience in a more personalized and effective way. Purpose: This study sheds light on the potential impact that voice assistants have on consumer brands. It also intends to study the impact of LinkedIn profiles as a key effective advertising tool. Methods: The data was collected from a sample size of 100 customers. It was analyzed using correlation and regression analysis. Results: The results of the study reveal that voice-linked search is fast becoming a focal point in marketing because of its swift adoption and disruptive potential in creating buying dynamics. Conclusions: Correlation analysis helps conclude that there is a moderately positive correlation between age and usage patterns of voice search. The results suggest that effective advertising through voice search and linked profiles requires a deep understanding of the target audience, their interests, and their behavior. Advertisers must also develop creative and engaging ad content that aligns with the user’s intent and preferences. Additionally, they must carefully consider the context in which the ad is presented, as voice-based advertising may feel intrusive if not executed properly.
  • No Thumbnail Available
    Item
    Women Entrepreneurs: Key to Accelerating Economic Growth
    (Chitkara University Publications, 2022-10-30) Ruchika Jeswal; Nidhi Gupta
    Background: The concept of women entrepreneurs has been on the upswing in India. Encouragement of women entrepreneurs is critical for economic growth since their participation has a direct impact on raising living standards, job creation, and social independence, all of which lead to better community results. In the face of adversity, women entrepreneurs around the world have demonstrated adaptability and resilience to drive economic recovery. Therefore, the present study aimed to identify the factors that influence women towards entrepreneurship in the last five years and to explore the challenges faced by women in their entrepreneurial growth journey. Purpose: The objective of the present study is to identify the factors that influence women towards entrepreneurship and to explore the major challenges faced by women in their entrepreneurial growth journey. It also tends to understand their role in economic growth. Methods: This qualitative study was conducted among women-owned business ventures in India. The data were collected through semi-structured interviews with eight women entrepreneurs who were selected by purposive sampling. Data analysis was done through thematic analysis. Results: Data analysis resulted in the identification of the following seven main themes that affected women’s entrepreneurship: education, digitalization, mentoring, social and family support, government initiatives, financial decision-making, and social dynamics. The study also identifies the six major challenges faced by women during their entrepreneurial journey; these are scalability, access to mentorship, use of technology, access to the capital seed stage, challenges in legal compliances, and clashes of priorities between personal and professional responsibilities. Conclusion: The study explores the factors that lead to the growth of women-owned business ventures and its impact on women’s empowerment. The study also suggests that women’s entrepreneurship can be achieved through digital and business education, training, and skill enhancement programs that help them adapt to changing environments and manage multifaceted roles. Government initiatives play an important role in providing economic support and helping them raise their social status.