M. Rizwana

Transition from Local Markets to Digital Platforms: A Study on Barriers to the Usage of Affordable Digital Marketing Tools among Rural Women Entrepreneurs in Karnataka

M. Rizwana, Padmalini Singh, Amrutha Shetty & Vanathi Ramasamy · Asian Journal of Economics, Business and Accounting · 2026

Aim: To determine the most critical obstacles to the utilisation of affordable digital tools and digital engagement among rural women entrepreneurs in Karnataka. Study Design: A mono-method quantitative approach was applied based on descriptive research design. Place and Duration...

Open access Research Article 10.9734/ajeba/2026/v26i42228

Reconceptualising Motivation in the Gig Economy: A Systematic Review of Algorithmic, Intrinsic and Extrinsic Drivers

Padmalini Singh, M. Rizwana, Bhavya Vikas & Gayatri Panda · Asian Journal of Economics, Business and Accounting · 2026

The high growth rate of the gig economy has turned the conventional employment relations into digital mediated task based relations that are controlled by algorithm systems. Nevertheless, the study of gig worker motivation is still a fragmented field of study in theoretical frame...

Open access Research Article 10.9734/ajeba/2026/v26i42238