Christ University

Is Influencer Marketing More than Persuasion? A SOR-Based Review of the Indian Consumer Mindset

Influencer marketing has emerged as a dominant communication strategy in India’s rapidly expanding digital marketplace, reshaping how brands engage with consumers across social media platforms. Despite growing scholarly attention, existing research remains fragmented across theme...

Design and experimental validation of dual-feed cavity-backed slot antenna diplexer for millimeter-wave dual-band 5G applications

Abstract This article presents the development of a novel cavity-backed dual-feed miniaturized antenna with an intrinsic self-diplexing property for millimeter-wave dual-frequency 5G applications. The proposed device is designed using a rectangular substrate integrated cavity loa...

Healthy ageing and workforce re-entry among senior citizens in India: A qualitative exploration of motivations and experiences

This study aimed to explore the motivations underlying senior citizens’ decisions to reenter the workforce in India and to examine how healthy aging, including physical, psychological, and social well-being, influences these decisions and their perceptions of meaningful employmen...

Household Financial Vulnerability in Kerala, India: A Focus Beyond Debt

Household financial vulnerability is not only about debt; however, research has not yet explored its diverse influencing factors. This study breaks new ground by assessing household financial vulnerability in Kerala, India. The study combines subjective measures with behavioural...