Volume 14 | Issue 8 |

 Abstract

Social media has transformed the way consumers discover, evaluate, and purchase products and services. The rapid growth of platforms such as Instagram, YouTube, and other social networking channels has created new opportunities for influencer marketing. Generation Z, generally regarded as a digitally connected consumer group, frequently interacts with social media content and may be influenced by recommendations, reviews, demonstrations, and opinions communicated by social media influencers. This study examines the impact of social media influencer marketing on the purchase behaviour of Generation Z consumers. The study focuses on influencer credibility, authenticity, expertise, attractiveness, engagement, perceived trust, and purchase intention. A descriptive and analytical research design is proposed. Primary data may be collected from Gen Z consumers through a structured questionnaire, while secondary data may be obtained from peer-reviewed journals, books, industry reports, and academic databases. Statistical tools such as descriptive statistics, reliability analysis, correlation analysis, and multiple regression can be employed. The study is expected to demonstrate that credible and authentic influencer communication can positively influence consumers' purchase intentions and buying behavior. The findings may provide useful implications for marketers, brands, and social media influencers seeking to develop effective digital marketing strategies targeting Generation Z.

Licence: creative commons attribution 4.0

  License

Creative Commons Attribution 4.0 and The Open Definition

 Keywords

Social Media Influencer, Influencer Marketing, Generation Z, Consumer Behaviour, Purchase Intention, Social Media, Digital Marketing, Brand Credibility

  License

Creative Commons Attribution 4.0 and The Open Definition

 Abstract

Abstract Kannauj is India's best-known traditional attar cluster. However, there is little information about its further development in the One District One Product (ODOP) initiative of Uttar Pradesh, and most of what is available is scattered in policy and institutional documents. Using a descriptive-analytical design of secondary data, this study analyzed MSMEs of the cluster, as well as examined export promotion and value addition, and the production and assessment of technology and process upgrading. This evidence was supported by data from Invest UP, Kannauj Export Action Plan, Intellectual Property India, FFDC, and other contemporary studies. A series of data from FFDC for the years 2018-19 to 2023-24 were subjected to a variety of descriptive and inferential statistics. The official data indicates 375 units of perfumery/allied units in active status and indicates there are 25,000 to 30,000 direct and indirect employment opportunities. In 2020-21, there was a 37.7 percent decline in the FFDC trainees; this, however, increased by 20.5 percent in 2023-24. Women's participation in the training also improved, moving from 26.1 percent to 44.1 percent of the trainees. The number of training programs increased by an average annual growth rate of 1.7 percent, and the number of training program participants by 9.4 percent. Evidence of exports indicates a growing market. However, the evidence for Kannauj does show inconsistency for the post-ODOP phase. This study shows that the ODOP phase has indicated a focus on skills and market improvement. For more effective impact assessment, enterprise and export data at the district level are required.

Licence: creative commons attribution 4.0

  License

Creative Commons Attribution 4.0 and The Open Definition

 Keywords

Perfume industry; One District One Product; ODOP; MSMEs; export promotion

  License

Creative Commons Attribution 4.0 and The Open Definition

 Abstract

The study examined the socio-economic contributions of Ikogosi Resort to local communities in Ekiti State, Nigeria. The impacts of urban development and environmental threats on the preservation of sacred cultural sites, the role of indigenous knowledge and community participation in sustaining these sites, and the extent of policy and institutional support available for their safeguarding. A descriptive research design was adopted, and primary data were collected through a structured questionnaire administered to 150 respondents. Quantitative data were analyzed using descriptive statistics and correlational techniques, while Cochran's equation of finite population was used to determine the sample size. The findings revealed that urban expansion, infrastructure development, and environmental pollution have significantly compromised the physical integrity and sacred values of cultural sites. Although elders and traditional leaders continue to play a vital role in heritage preservation, the transmission of indigenous knowledge to younger generations is weakening due to modernization, religious change, and socio-economic pressures. The study further found that community participation remains central to effective sacred site management but is constrained by limited government engagement and weak institutional collaboration. It concludes that integrated heritage management approaches combining indigenous knowledge, active community involvement, and stronger institutional support are essential for the sustainable preservation of sacred cultural sites in rapidly urbanizing environments.

Licence: creative commons attribution 4.0

  License

Creative Commons Attribution 4.0 and The Open Definition

 Keywords

Community participation, Cultural heritage preservation, Indigenous knowledge, Sacred cultural sites, Urbanization

  License

Creative Commons Attribution 4.0 and The Open Definition

 Abstract

Artificial Intelligence (AI) is a fast emerging technology that can boost worker productivity and efficiency and encourage innovation in a variety of industries. The impact on employability could indicate either a benefit or a drawback, though. In India, artificial intelligence is predicted to start a new industrial revolution that will cause a large number of job losses. Artificial Intelligence (AI) has the power to revolutionize the global labor market drastically, even as it also has the potential to automate existing jobs and worsen inequality and prejudice. This study examines the opportunities and challenges that artificial intelligence (AI) robots may pose to employment across a range of industries. The study looks at how AI will impact jobs by reading reputable blogs, trade journals, and academic research. The research report offers a comprehensive analysis that makes clear how AI affects jobs in India while taking into consideration how the country's economy is rapidly changing as a result of international concerns. India's IT industry has expanded at a remarkable rate, contributing to technologies that have improved people's lives in several ways. Due to its consistent commitment to skill development, economic change, and job creation, this industry is currently leading the way in the country. quest of advancement and change. This research examines how AI has an impact on employability in India and addresses several significant subjects. In the first place, it highlights the programs for upskilling and the demand for new job categories Other sectors that have developed as a consequence of the application of AI. It also examines how AI is transforming existing jobs. areas and emphasizes the need for retraining in light of AI-driven enterprises.

Licence: creative commons attribution 4.0

  License

Creative Commons Attribution 4.0 and The Open Definition

 Keywords

Artificial Intelligence, Discretion, Reasonable, Data Privacy, Discrimination National Association of Software and Service Companies, Employment, CRM (customer relationship management), and Transformation.

  License

Creative Commons Attribution 4.0 and The Open Definition

 Abstract

This study examines the integration of Indigenous Knowledge (IK) in Library and Information Science (LIS) curricula through a mixed-methods approach combining global bibliometric analysis and qualitative evidence from India. A bibliometric analysis was conducted using publications indexed in the Scopus database to map global research trends, thematic patterns, and scholarly contributions related to Indigenous Knowledge in LIS curricula. To complement this global overview, a qualitative study was undertaken in India, focusing on state universities to explore perceptions, practices, and challenges associated with integrating Indigenous Knowledge into LIS curricula. The qualitative results indicate strong support for the inclusion of Indigenous Knowledge in LIS education. This study contributes to ongoing discussions on curriculum reform and underscores the importance of contextualising Indigenous Knowledge within LIS education. The findings offer valuable implications for educators, curriculum designers, and policymakers seeking to foster inclusive and culturally responsive LIS programs.

Licence: creative commons attribution 4.0

  License

Creative Commons Attribution 4.0 and The Open Definition

 Keywords

Indigenous Knowledge; Curricula; Higher Education; Library and Information Science; Integration.

  License

Creative Commons Attribution 4.0 and The Open Definition

 Abstract

Field operations on small landholdings remain dominated by manual labour and small internal-combustion machinery, both of which carry rising operating costs and measurable environmental penalties. Agricultural robotics has consequently attracted sustained research attention, and a distinct strand of that work couples mobile robotic platforms to on-board photovoltaic generation so that field tasks can be executed without a fuel supply chain. This paper reviews the published literature on agricultural field robots with particular emphasis on solar-powered, remote-controlled and microcontroller-based platforms intended for small holdings, together with the mechanical implements -- weeding, cutting and digging -- that such platforms carry. The review is organised thematically rather than statistically: representative studies are grouped by power source, autonomy level, locomotion arrangement, communication technology and field task, and are then compared against a common set of criteria. The literature establishes that lightweight electric platforms reduce soil loading and exhaust emissions relative to tractor-scale machinery, that vision-guided weeding is technically mature at research level, and that modular tool carriers are a productive design direction. It also reveals persistent limitations: photovoltaic sizing and energy budgets are seldom reported in reproducible form, maximum-power-point tracking and adaptive power management are rarely implemented in low-cost designs, the behaviour of short-range radio links within standing crop is largely uncharacterised, and cost, durability and maintenance evidence from smallholder plots is scarce. Against this background the paper positions a proposed low-cost, solar-powered, radio-controlled multi-implement robot concept, identifying which reviewed gaps it addresses in principle and which remain open. No experimental validation of the proposed concept is claimed.

Licence: creative commons attribution 4.0

  License

Creative Commons Attribution 4.0 and The Open Definition

 Keywords

agricultural robotics, solar-powered robot, photovoltaic energy system, precision agriculture, remote-controlled robot, embedded microcontroller, weeding and tillage implements, smallholder mechanisation

  License

Creative Commons Attribution 4.0 and The Open Definition

 Abstract

Licence: creative commons attribution 4.0

  License

Creative Commons Attribution 4.0 and The Open Definition

 Keywords

Oratory, Ethical Communication, Democratic Morality, Charismatic Leadership, Communicative Rationality, Cultural Continuity

  License

Creative Commons Attribution 4.0 and The Open Definition

 Abstract

This article develops a comprehensive theoretical framework for analysing the representation of artificial intelligence in contemporary cinema through the lens of posthumanism. Drawing on the foundational work of Donna Haraway, N. Katherine Hayles, Rosi Braidotti, and Cary Wolfe, the article argues that AI cinema functions as a mode of posthuman philosophy, using audiovisual form to interrogate anthropocentric assumptions about consciousness, identity, and ethical responsibility. The framework synthesises post humanist thought with film theory, demonstrating how concepts such as cyborg ontology, distributed agency, relational identity, and post-anthropocentric ethics can illuminate cinematic constructions of non-human subjectivity. The article identifies a significant gap in existing scholarship, which has largely treated AI cinema either through genre studies or technological realism without adequately engaging with post humanist philosophy. By integrating these theoretical traditions, the framework provides new analytical tools for understanding how films such as Ex Machina, Blade Runner 2049, Her, and After Yang construct experiences of artificial consciousness through narrative structure, aesthetic strategies, and spectatorial positioning. The article concludes that contemporary AI cinema invites audiences not merely to observe posthuman ideas but to inhabit them, thereby expanding the boundaries of moral imagination and challenging audiences to rethink what it means to be human in technologically saturated worlds.

Licence: creative commons attribution 4.0

  License

Creative Commons Attribution 4.0 and The Open Definition

 Keywords

Posthumanism, Artificial Intelligence, Film Theory, Cinematic Subjectivity, Digital Cinema, Posthuman Ethics

  License

Creative Commons Attribution 4.0 and The Open Definition

 Abstract

The challenge of managing uncertainty, imprecision, and indeterminacy in multi-attribute decision-making processes continues to pose difficulties in mathematical modeling. Neutrosophic Vague Sets and Hypersoft Sets each provide strong frameworks for addressing indeterminate data across multi-dimensional disjoint attribute sub-domains; however, their matrix representations currently lack a formal algebraic structure to facilitate complex logical evaluations. This study aims to fill this void by formally introducing logical operations for Neutrosophic Vague Hypersoft Matrices (NVHSMs) and systematically establishing their essential properties. The main goal of this research is to construct and investigate fundamental logical operators--namely the AND, OR, NOT, Union, and Intersection matrices--within the NVHSM framework. The approach is based on precise mathematical definitions of these operators, followed by a detailed theoretical investigation of their algebraic properties. The theoretical validity and structural coherence are actively illustrated and confirmed through sequential numerical examples. The key findings demonstrate that these proposed logical operations effectively maintain the integrity of neutrosophic vague data while precisely aggregating complex information from hypersoft attribute sets. The primary contribution of this research is the development of an accurate matrix-based computational tool that improves the processing of indeterminate information. As a result, this study has important practical implications for advanced multi-criteria decision-making (MCDM) systems. The proposed NVHSM logical operations create a foundational computational framework anticipated to enhance outcomes in intricate scenarios such as personnel selection, resource distribution, and broader management approaches, addressing the computational challenges of prior models when managing overlapping uncertainties.

Licence: creative commons attribution 4.0

  License

Creative Commons Attribution 4.0 and The Open Definition

 Keywords

Neutrosophic Vague Soft Set, Vague Hypersoft Set, Neutrosophic Vague Hypersoft Set, NVHSM, AND, OR, NOT, Union, Intersection

  License

Creative Commons Attribution 4.0 and The Open Definition

 Abstract

This study examines gender disparities in rural employment across three key economic sectors in India: primary, secondary, and tertiary. Using a sectoral regression framework, we compare employment distributions per 1,000 workers between rural males and rural females, with rural males serving as the benchmark category. These findings indicate significant gender-based differences in employment patterns. In the primary sector, rural female employment per 1,000 workers exceeds that of rural males by 152.66 units, highlighting a pronounced concentration of female labor in agriculture and allied activities. Conversely, in the secondary and tertiary sectors, rural female employment is significantly lower than that of their male counterparts by 52 units and 100.59 units, respectively. These differences are statistically significant, as indicated by t-tests and P-values well below the conventional 5% significance threshold. These results underscore the persistent gender divide in rural employment, suggesting structural barriers that limit female participation in higher-value secondary and tertiary sector jobs. Policy interventions should aim at reducing these disparities by enhancing skill development, access to employment opportunities, and gender-inclusive labor policies. This study contributes to the broader discourse on gendered labor market dynamics in rural India, emphasizing the need for targeted economic reforms.

Licence: creative commons attribution 4.0

  License

Creative Commons Attribution 4.0 and The Open Definition

 Keywords

Mean Employment Situation In India - Per 1000 individuals of Rural Male in Primary, Secondary and Tertiary Sector,Mean Employment Situation In India - Per 1000 individuals of Rural Female in Primary, Secondary and Tertiary Sector,(ANOVA) Models.

  License

Creative Commons Attribution 4.0 and The Open Definition