Journal of Engineering Technology and Sciences

Financial literacy is widely promoted as a route to financial independence, yet knowing about money does not reliably lead to acting on it, and evidence on how the two connect among people in India is limited. Objective. This exploratory pilot examined whether prior exposure to formal financial education is associated with saving and budgeting behavior, confidence in financial decisions and perceived control over them, and which barriers people report. Methods. An online cross-sectional survey collected 99 responses in October 2026. After removing one duplicate and four non-serious responses, 94 respondents aged 12 and over remained (45 under 18, 24 aged 18 to 25 and 25 aged 26 and over; 26 running a business or independent venture). Outcomes were measured on five-point scales and analyzed with rank-based tests, Spearman correlations and robust regression, with sensitivity analyses that removed respondents whose submissions raised provenance concerns. Results. Thirty-four respondents (36%) reported formal financial education. They reported somewhat higher saving behavior and confidence (Cliff’s ? = 0.23 for each; 95% CIs ?0.03 to 0.48 and ?0.03 to 0.47), but the association was not significant after adjusting for age group, was concentrated among respondents under 18 (behavior ? = 0.50) and was absent among adults (? = ?0.08). Behavior and confidence were correlated (? = .42), except among those aged 18 to 25 (? = ?.02). Eighty-two percent named a barrier to saving, most often unexpected expenses (16%) and lack of knowledge about saving options (15%), and those naming none reported higher behavior (? = ?0.53 for the barrier group). Conclusions. Exposure to financial education alone did not reliably distinguish behavior, confidence or control in this small, mixed-age, nonprobability sample. The findings are hypothesis-generating, and a larger second wave with an objective knowledge test is needed.

Keywords : Barriers to Saving, Budgeting, Decision-Making Confidence, Entrepreneurs, Financial Education, Financial Independence, Financial Literacy, India, Knowledge-Behavior Gap, Perceived Control, Saving Behavior, Young Adults.

Author : Yanala Meghana Reddy

Title : Beyond Financial Literacy: Does Exposure to Financial Education Translate into Saving Behavior, Confidence and Control? An Exploratory Survey of Young People and Adults in India

Volume/Issue : 2026;03(10)

Page No : 01-20

This study examines how social media marketing platforms influence investors’ decisions regarding low-risk investment options in India, namely bank and post-office fixed deposits, small savings schemes (PPF, NSC, SSY), government securities and Sovereign Gold Bonds, and debt/liquid mutual funds. Design/methodology/approach. A structured five-point Likert questionnaire and a stratified convenience sampling plan for retail investors across India are developed. Five antecedents are studied: information quality, influencer credibility, trust, social media engagement and perceived risk reduction, with intention/behaviour towards low-risk investment as the outcome. The analysis, using descriptive statistics, reliability and factor analysis, correlation, multiple regression, independent-samples t-test and one-way ANOVA, is demonstrated on a simulated dataset of 875 respondents. Findings. In the simulated data, the five predictors jointly explain 61.3 per cent of the variance in lowrisk investment behaviour (R² = 0.613). Trust (? = 0.296) and perceived risk reduction (? = 0.224) are the strongest predictors, followed by information quality (? = 0.187), influencer credibility (? = 0.092) and engagement (? = 0.081). YouTube and WhatsApp are the most influential platforms, and older investors and women report significantly higher low-risk investment behaviour. Originality/value. Most social-media-and-investing research concentrates on equities, crypto and trading apps. This study shifts attention to conservative instruments that dominate Indian household portfolios and offers implications for regulators, financial institutions and educators. (Note: results are based on simulated data and must be re-confirmed with actual survey data.)

Keywords : Fixed Deposits, India, Influencer Credibility, Low-Risk Investment, Retail Investors, Small Savings, Social Media Marketing, Trust.

Author : Dr. K. Pradeep Reddy1 | Dr. Venkateswarlu Chandu2

Title : Impact of Social Media Marketing Platforms on Low-Risk Investment Options in the Indian Context

Volume/Issue : 2026;03(10)

Page No : 21-28

Purpose. This study examines how social media marketing (SMM) influences customer adoption of green banking services in India, and whether perceived credibility and environmental awareness explain or strengthen this relationship. Design/methodology/approach. A structured questionnaire is designed for banking customers who use social media and green banking-related services (internet/mobile banking, e-statements, paperless account opening, green deposits, solar/green loans). The analysis, using reliability and validity tests, exploratory and confirmatory factor analysis, correlation, multiple regression, mediation and moderation analysis (structural equation modelling and PROCESS) and group comparisons, is demonstrated on a simulated dataset of 475 respondents. Findings. In the simulated data, informativeness (? = .24), electronic word of mouth (? = .20), interactivity (? = .13) and customisation (? = .11) significantly predict green banking adoption, whereas trendiness does not; together they explain 33.6% of the variance. Perceived credibility partially mediates the effect of SMM on adoption (indirect effect = .23, 95% CI [.17, .30], about 46% of the total effect), and environmental awareness strengthens the relationship (interaction B = .12, p = .009). Adoption is higher among younger, more educated, higher-income and urban respondents, with no significant gender difference. Practical implications. The findings guide banks in designing social media campaigns that build credibility and awareness around green products. Originality/value. The study links SMM dimensions with green banking adoption in the Indian context, an area where empirical evidence remains limited. (Note: results are based on simulated data and must be re-confirmed with actual survey data.) .

Keywords : Customer Adoption, Environmental Awareness, Green Banking, India, Perceived Credibility, Social Media Marketing

Author : Chappidi Srinivas1 | Dr. KVB Ganesh2

Title : Impact of Social Media Marketing on Customer Adoption of Green Banking Services in India

Volume/Issue : 2026;03(10)

Page No : 29-38

Digital banking has expanded rapidly in India through UPI, mobile banking and internet banking, but this growth has been accompanied by phishing, account takeover, card fraud and data-privacy concerns. Banks are increasingly deploying artificial intelligence (AI) for fraud detection, biometric authentication, data protection and conversational support in order to protect customers and sustain confidence. This study examines the role of AI in enhancing trust and security in digital banking. A structured five-point Likert questionnaire for digital banking users is developed, and the analysis is demonstrated on an illustrative dataset of 425 respondents. Four AI capabilities are studied: AI-based fraud detection, AI-enabled authentication, AI-driven data privacy protection and AI transparency, with perceived security and customer trust as the outcome constructs. Data are analysed using descriptive statistics, reliability and validity tests, correlation, multiple regression, independent-samples t-test, one-way ANOVA and bootstrapped mediation analysis. The illustrative results show that all four AI capabilities have a significant positive effect on perceived security and customer trust, with AI-enabled authentication having the strongest influence, and that perceived security mediates the relationship between AI capabilities and trust. Younger users report significantly higher trust, whereas gender shows no significant difference. The study recommends that banks strengthen explainable AI, adopt privacy-by-design, expand biometric and behavioural authentication and invest in customer awareness. (Note: results are based on illustrative data and must be re-confirmed with actual survey data.)

Keywords : Artificial Intelligence, Biometric Authentication, Customer Trust, Digital Banking, Fraud Detection, India, Perceived Security.

Author : K. Maha Akhil1 | Dr. K.V.B. Ganesh2

Title : Role of Artificial Intelligence in Enhancing Trust and Security in Digital Banking: An Empirical Study

Volume/Issue : 2026;03(10)

Page No : 39-46

Social media has become a major space where customers discover, discuss and evaluate financial services. Banks in India are using platforms such as YouTube, Instagram, WhatsApp, Facebook and LinkedIn to promote their mobile and internet banking applications, while customers rely on reviews, influencers and peer opinions when deciding whether to download and use them. This study examines the impact of social media on customer adoption of digital banking apps. A structured five-point Likert questionnaire is developed, and the analysis is demonstrated on an illustrative dataset of 425 users. Four social media dimensions are studied: informational content, peer influence and electronic word-of-mouth (eWOM), bank social media engagement, and trust in social media content. Attitude towards digital banking apps is tested as a mediator and adoption of digital banking apps as the outcome. Data are analysed using descriptive statistics, reliability and validity tests, correlation, multiple regression, t-test, one-way ANOVA and bootstrapped mediation analysis. The illustrative results show that all four dimensions significantly and positively influence attitude and adoption, with peer influence and eWOM being the strongest driver and trust in social media content the weakest, and that attitude mediates the relationship between social media and adoption. Adoption is significantly higher among younger users and does not differ by gender. The study suggests that banks should leverage verified influencers, user reviews, interactive content and misinformation controls to accelerate app adoption. (Note: results are based on illustrative data and must be re-confirmed with actual survey data.)

Keywords : Attitude, Customer Adoption, Digital Banking Apps, Electronic Word-of-Mouth, India, Social Media.

Author : K. Abhiram Venkatasai1 | Dr. K.V.B. Ganesh2

Title : Impact of Social Media on Customer Adoption of Digital Banking Apps: An Empirical Study

Volume/Issue : 2026;03(10)

Page No : 47-54

Digital marketing has changed how tourists in India discover destinations, form opinions and make travel decisions. At the same time, India's tourism sector is under pressure to grow without damaging fragile ecosystems, local cultures and community livelihoods. This study examines the role of digital marketing in promoting sustainable tourism in India. It tests the influence of five dimensions of digital marketing (social media marketing, content and storytelling, influencer marketing, websites, online travel platforms and mobile apps, and email and personalised communication) on tourists' intention to choose sustainable tourism, and it examines the mediating logic of sustainability awareness. A structured questionnaire was administered to a sample of 465 domestic tourists. The data were analysed using reliability analysis, descriptive statistics, correlation, multiple regression, t-test and one-way ANOVA. The results show that digital marketing explains about 61 per cent of the variance in sustainable tourism intention. Social media marketing, content and storytelling, websites and apps, and influencer marketing have significant positive effects, while email and personalised communication has no significant effect at the 5 per cent level. Digital marketing also strongly raises sustainability awareness, which in turn raises intention. Younger tourists respond more strongly than older tourists. The study recommends credible, story-led and verifiable sustainability communication, partnerships with responsible influencers, and sustainability labelling on booking platforms.

Keywords : digital marketing, sustainable tourism, social media, influencer marketing, destination marketing, India

Author : G. Harsha Vardhan1 Dr. Sripathi Madhavi2

Title : Role of Digital Marketing in Promoting Sustainable Tourism in India

Volume/Issue : 2026;03(10)

Page No : 64-70

This study investigates the strategic role of integrated risk management in Logistics and Supply Chain Management (LSCM) across modern commercial and industrial ecosystems. Utilizing insights synthesized from recent supply chain literature, industrial reports and enterprise vulnerability frameworks, the research analyzes how proactive mitigation, supply chain visibility and digital technology integration re-engineer operational resilience against global disruptions. The analysis, using chi-square and one-way ANOVA tests, is demonstrated on an illustrative dataset of 120 enterprise respondents. The findings indicate that higher levels of risk management capability are associated with reduced supply chain disruptions, better operational efficiency and greater financial resilience for enterprises. Recommendations emphasize strengthening digital supply chain visibility, establishing multi-tier supplier audit protocols and adopting predictive risk analytics to sustain long-term enterprise continuity. (Note: results are based on illustrative data and must be re-confirmed with actual survey data.)

Keywords : Digital Supply Chain, Disruption Management, Logistics, Operational Efficiency, Risk Management, Supply Chain Management, Supply Chain Resilience, Vulnerability Mitigation.

Author : Yashwanth Chowdary1 | Dr. B. Girimurugan2

Title : Risk Management in Logistics and Supply Chain Management

Volume/Issue : 2026;03(10)

Page No : 55-63