Volume 13 | Issue 10

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In the era of digital commerce, online reviews play a pivotal role in shaping consumer attitudes and purchase decisions. The Elaboration Likelihood Model (ELM) provides a theoretical framework to understand how individuals process persuasive messages. This study employs Structural Equation Modeling (SEM) to empirically test the central and peripheral routes of persuasion as posited by ELM in the context of online reviews. Using data from a sample of 485 participants, the study examined the influence of central processing (e.g., content evaluation, argument quality) and peripheral cues (e.g., source credibility, review attractiveness) on key outcomes such as attitude formation, perceived accuracy, usefulness, and purchase intention related to online reviews. The study reveal strong support for the central route, indicating that deep processing of information leads to more positive attitudes, perceived accuracy, and intentions to purchase. Additionally, peripheral cues such as source expertise and social connectedness significantly influence attitudes and credibility perceptions. The findings offer valuable insights for marketers and platform designers to enhance the effectiveness of online review strategies in influencing consumer behavior. This study contributes to the understanding of online review persuasion by integrating theoretical insights from ELM with empirical analysis using SEM.

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Consumer behavior, Elaboration Likelihood Model (ELM), Online reviews, Purchase Intention, Structural Equation Modeling (SEM).

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ROLE OF SHRIMADBHAGWATGEETA IN PERSONALTY DEVELOPMENT

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GEETA

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Marine pollution has become a critical global concern, threatening biodiversity, ecosystem stability, and human health. This paper explores the multidimensional nature of marine pollution, categorizing its types, and tracing its origins to human activities such as industrial discharge, agricultural runoff, shipping, atmospheric deposition, and deep-sea mining. The study highlights the profound ecological and economic consequences, including habitat destruction, species mortality, coastal degradation, and public health risks. In response, it outlines a suite of solutions ranging from improved waste management and oil spill prevention to policy reform, technological innovation, and community engagement. With smart policies, technology, and teamwork, we can protect our oceans for future generations.

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Marine Pollution, Ocean Contamination, Plastic Waste, Oil Spills, Toxic Pollutants, Sea Mining, Noise Pollution, Environmental Degradation, Coastal Erosion, Public Policy and Administration, Environmental Sociology, Pollution Prevention

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ABSTRACT Traditionally, the foundation of pharmacological therapy has been traditional drug delivery methods, including tablets, capsules, syrups, ointments, and injections. These traditional methods, however, have a number of problems. Due to first-pass metabolism and restricted absorption, they frequently have low bioavailability, particularly for medications that are poorly soluble in water . Furthermore, they typically lack the ability to precisely regulate release kinetics, which might result in toxicity, subtherapeutic exposure, or variations in plasma concentration (peaks and troughs) . Non-specific distribution throughout the body presents another difficulty, as it may result in off-target side effects and reduced therapeutic efficacy at the site of disease. Furthermore, the distribution of numerous compounds is further restricted by physiological barriers (e.g., the blood-brain barrier, epithelial tight junctions, enzymatic degradation, etc.) . Due to these problems, it is still challenging to use classic formulations to achieve site-specific delivery, prolonged release, and reduced side effects .

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Nanoparticles, Targeted drug delivery, Bioavailability, Controlled release, Site-specific delivery, Blood-brain barrier, Pharmacokinetics, Nanomedicine

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This paper provides a detailed analysis of the nature of tribal identity in 21st-century India, including contemporary challenges and struggles as well as resistance to maintaining this identity. The study is based on the distinct socio-cultural structure of the tribal community in the Indian context, which they maintain apart from the tenets of mainstream Indian society, such as the caste system and patriarchy. The research argues that modernization, development projects, globalization and the overextraction of resources have led to serious challenges, including displacement, economic exploitation, loss of resources (such as water, forests, and land) and cultural degradation faced by tribal communities. Despite these challenges, tribal communities are showing unprecedented resilience and resistance to preserve their community identity and distinctive way of life using their traditional knowledge systems and shared history.

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Tribal Identity, Globalization, Displacement, Forest Rights, Cultural Resilience, India.

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This article explores the possibility of life beyond Earth. It discusses scientific discoveries about exoplanets, space missions searching for microbes, and the mystery of the universe. The topic encourages readers to think about how vast our cosmos is and whether humans are truly alone. It combines science with imagination to inspire curiosity about space.

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Life beyond earth Search for extraterrestrial life. Solar system exploration Exoplanets Universe Earth

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Abstract: This research analyses the issue of ecological consciousness and environmental awareness through the lens of coastal fisher communities as portrayed in Anita Desai's The Village by the Sea. The novel, set in the fishing village of Thul located near Bombay, focuses on the complex interconnection of human livelihood and the presence of a natural environment. Utilising an ecocritical lens, this chapter examines Desai's representation of the Sea, land, and seasonal cycles of nature, not simply as geographical locations, but as lively elements that play a role in shaping the moral and economic framework of village life. This study employs qualitative literary analysis, focusing on the relationship to nature, traditional fishing modes of life, and the broader consequences of modernisation that threaten environmental stability. This chapter elaborates on how Desai emphasises sustainability, positioning the villagers' respect for natural cycles in stark contrast to industrial development encroaching on village life, simultaneously threatening both ecological and cultural stability. Collectively, the results illustrate Desai's text as an early warning of ecological turning points, from the loss of indigenous environmental ethics to the pressures of global industrialisation. Overall, through the positioning of The Village by the Sea in a broader conversation surrounding eco-literature and postcolonial ecological studies, this paper illustrates the text's contribution to understanding the moral and cultural dimensions of human-nature relations in coastal settings.

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ecological consciousness, coastal literature, livelihood, environmental ethics, sustainability, Anita Desai, The Village by the Sea, ecocriticism

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This research paper explores the contemporary relevance of Gandhian ideology, with particular emphasis on the principles of Satya (truth) and Ahimsa (non-violence) in the international domain. It critically examines how these foundational concepts can inform global diplomacy, conflict resolution, and ethical governance in today's polarized world. The study concludes by reaffirming the enduring potential of Gandhian thought as a pathway to sustainable world peace.

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Gandhian philosopTruth (Satya), Non-violence (Ahimsa), World peace, International relations, Ethical diplomacy, Conflict resolution, Global governance

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Renewable energy innovation is reshaping the global energy landscape, offering cleaner, more sustainable alternatives to fossil fuels. This abstract explores the dynamic advancements in solar, wind, hydro, and bioenergy technologies, emphasizing breakthroughs in efficiency, storage, and smart grid integration. However, these innovations face significant challenges, including high capital costs, scalability issues, policy inconsistencies, and limited infrastructure in developing regions. Balancing technological progress with economic and regulatory support is crucial for widespread adoption. As nations strive for energy independence and climate resilience, overcoming these hurdles will define the future of renewable energy and its role in sustainable development.

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Renewable energy,Solar energy,Wind energy,Hydropower,Biomass energy,Geothermal energy,Economic Gowth,Government Initiatives,Global collaboration,Environment and social concerns,Policy and Regulatory Gaps,Energy storage,Green Finance,Infrastructure development

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Cicer arietinum, commonly referred to as chickpea, is an annual legume plant that belongs to the Fabaceae family. It has an upright growth habit and typically reaches a height ranging from 20 to 60 centimetres. This study investigates the effects of soluble silica on growth and photosynthetic pigments of chickpea sown in bio-enzyme treated soil. Bio-enzymes, natural growth promoters derived from organic sources, are known to enhance soil fertility and plant health. Soluble silica, a beneficial element for plant growth, was sprayed at different concentrations. The treatment with bio-enzyme was given a day before sowing and continued after every 15 days. The foliar spray of soluble silica was given after 15 days of sowing and continued after every 15 days. Our results showed notable increase in initial growth metrics, chlorophyll a, chlorophyll b and carotenoids of chickpea grown in soil treated with 2 ml per litre of bio-enzyme and foliar application of 10 ml per litre soluble silica compared to control and to the other treatments that used either bio-enzyme or soluble silica alone, or in combination. These findings suggest that integrating foliar application of soluble silica on chickpea grown in soil treated with bio-enzyme can significantly boost plant height including the number of branches and leaf numbers along with photosynthetic pigments.

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Carotenoids, Chlorophyll, Cicer arietinum, Plant Height.

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Significant factors influencing the buying intention for digital banking include Performance Expectancy, indicating users adopt digital banking for performance improvement; Effort Expectancy, highlighting the importance of ease of use, particularly for less tech-savvy individuals; and Facilitating Conditions, where infrastructure like internet access supports adoption. Hedonic Motivation suggests that enjoyment from using apps affects engagement. Price Consideration plays a role, with users favoring cost-effective options. Conversely, Perceived Risk negatively impacts intent due to concerns over security, while Perceived Trust remains a strong positive predictor for user adoption. Notably, Social Norms do not significantly affect adoption, indicating a trend towards personal financial decisions over peer influence in Thiruvarur distrct.

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Social Norms , Digital banking, Facilitating Conditions

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Thalassemia, which means "sea," and haema, which means "of blood," are the Greek terms from which thalassemia is derived. Globally an estimated 300-400 thousand infants are born each year with significant hereditary haemoglobin disorders, and about 80 million are beta- thalassemia carriers. As per the 2011 Census of India , the average prevalence of b-thalassemia trait in India is 3-4%, meaning that there are 42 million carriers out of 1.21 billion persons. Population screening has revealed a greater frequency of carrier status in some populations, including tribal groups in Odisha and Gujarat, as well as Sindhis, Punjabis, Gujaratis, Bengalis, Mahars, Kolis, and Lohanas . Hemoglobin E (Hb E) is another type of thalassemia. A missense mutation at codon 26 is the cause of Hb E thalassemia. Co-inheritance of thalassemia and Hb E is prevalent in countries like southeast Asia, India and Bangladesh. Patients with Hb E or beta thalassemia have higher risk of pulmonary hypertension or vitamin D deficiency. Hemoglobin H can induce chronic hypochromic microcytic anemia and hemolytic anemia, which can exacerbate during times of oxidative stress. This can be successfully broken down into inefficient erythropoiesis and enhanced hemolysis. Microcytic hypochromic anemia is caused by diminished alpha chain synthesis and cell hyperhydration, which impairs hemoglobin production. It is unclear what causes hyperhydration in alpha thalassemia. According to one explanation, the K-Cl cotransporter stops early, preventing the regular loss of K-Cl and water during red blood cell remodeling. Patients with non-transfusion-dependent thalassemia are individuals who, under specific conditions, such as pregnancy, surgery, or infection, occasionally need a red blood transfusion. Patients with hemoglobin H illness and certain cases of hemoglobin E/?-thalassemia, as well as those with moderately severe thalassemia, are included in the NTDT group. Previous research has shown that patients with thalassemia experience a number of disease-related complications. Thalassemia treatment depends on the type and severity of the disease. The sort of treatment a person receives is determined by the severity of their thalassemia. The more severe the thalassemia, the less hemoglobin the body has, which can lead to severe anemia. These article is given for the awareness of thalassemia.

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beta-thalassemia, Haemoglobin, hypochromic microcytic anaemia, hemolytic anaemia, erythropoiesis, hyperhydration, NTDT group.

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Herbal face toners are now popular in the skincare category because they are made from natural things and are gentle and work well. They hydrate the skin and balance the skin pH. This paper talks about how herbal face toners are made and how they help the skin. It explains that these toners can balance the skin's pH level, tighten pores, and keep the skin hydrated. Because the fennel seed toner is natural and chemical-free, it is suitable for all skin types and supports healthy, glowing skin. The formulation aims to offer a safe, affordable, and eco-friendly alternative to synthetic skincare products.

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Fennel seeds, skincare, chemical-free, herbal toner.

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Teachers Attitude towards the TGMREIS and Academic achievement.

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Anemia, primarily driven by nutritional deficiencies, remains one of the most pressing global health challenges, affecting an estimated 1.9 billion people worldwide. Iron deficiency is the leading cause, but inadequate intake of folate, vitamin B12, and vitamin A also contribute significantly to the burden. The condition disproportionately impacts women of reproductive age, infants, and young children, leading to impaired cognitive development, reduced physical capacity, increased maternal and child mortality, and long-term socioeconomic consequences. Beyond dietary insufficiency, infections such as malaria, hookworm, and HIV, as well as chronic diseases, exacerbate anemia prevalence, particularly in low- and middle-income countries. Despite global targets set by the World Health Organization to reduce anemia by 50% in women of reproductive age by 2025, progress has been slow due to persistent poverty, food insecurity, and limited access to healthcare. Addressing this multifactorial condition requires integrated strategies, including micronutrient supplementation, large-scale food fortification, infection control, improved sanitation, and strengthened health systems. Community-based nutrition education and promotion of dietary diversity are also essential. Combating anemia is not only a medical necessity but also a socioeconomic imperative, as reducing its prevalence can enhance human capital, productivity, and overall global development.

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Keywords: Anemia, Nutritional deficiencies, Consequences, Intervention

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Transgender individuals in India face systemic social, economic, and political exclusion. Despite legal recognition of the "third gender," significant barriers persist in accessing employment, healthcare, education, and social inclusion. In recent years, Self Help Groups (SHGs) have emerged as powerful platforms to support marginalized communities by promoting financial inclusion, capacity-building, and peer support. This study focuses on the transgender community in Salem City, Tamil Nadu, and investigates how SHGs contribute to their empowerment. Data were collected from 60 transgender SHG members through structured questionnaires. Analytical tools such as percentage analysis, Chi-square test, and t-test were applied. The findings show significant improvements in the participants' income, self-confidence, and social inclusion after joining SHGs. The study concludes that SHGs are an effective model for promoting inclusive development and gender equality.

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Transgender Empowerment, Self-Help Groups (SHGs), Social Inclusion, Financial Independence, Gender Equality, Community Development, Marginalized Groups

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Healthcare databases are increasingly becoming prime targets for cyberattacks and ransomware, leading to severe threats to patient privacy and hospital functionality. Traditional Intrusion Detection Systems (IDS) often fall short in detecting sophisticated attacks due to high false-positive rates, limited adaptability, and inability to detect novel threats. This research paper explores the growing necessity of integrating Artificial Intelligence (AI) into IDS to enhance cybersecurity in healthcare environments. By leveraging adaptive learning and intelligent decision-making, AI-powered IDS can efficiently identify anomalies, predict potential breaches, and minimize false alarms. This study highlights the limitations of traditional IDS, the potential of AI-driven solutions, and their role in safeguarding patient data. The ultimate goal is to emphasize that AI-powered IDS is not just an optional upgrade but an essential security measure in modern healthcare systems.

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Healthcare, Cybersecurity, Intrusion Detection System, Artificial Intelligence, Ransomware, Data Privacy

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?????-???? ??????, ???????????? ?????????, ????, ???????, ?????????? ?????, ?????? ????????, ????

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This study presents a cross-country analysis of higher education and its components leveraging insights from the Global Knowledge Index (GKI). The GKI provides a comprehensive framework for assessing knowledge related performance with a focus on seven composite sub-indices, including higher education as one of its sub-indices. The present study compares the performance of six South Asian countries, highlighting their strengths, weaknesses and the areas for improvement. The core focus of the study is to identify the areas where India lags behind other South Asian countries and investigate the root cause of these disparities. Our analysis reveals that India underperforms in the 'Employment' subcomponent which is a crucial aspect of higher education. Further examination suggests that India's socio-economic set up is the major contributor to this underperformance. Thus, the study provides valuable insights into the dynamics of Higher Education in South Asia, emphasizing the need to address the socio-economic challenges to improve the employability of educated youth.

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Keywords: Higher Education, Government Expenditure, Enrolment, Education Attainment Rate, Employment, Gender Equity

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Lateral movement continues to pose a significant threat within advanced persistent threat (APT) campaigns, allowing attackers to escalate privileges, navigate across systems, and stealthily access critical enterprise resources. Conventional privilege administration and identification strategies, which rely mostly on static guidelines, sign-based archives and hand-on controls, are unable to respond rapidly to such in motion intrusions. In this paper, we present the idea of an Autonomous Privilege Management (APM) system with the assistance of artificial intelligence that allows, in real-time, to predict and prevent the use of privileges to successfully prevent lateral movement. The architecture integrates endpoints, network and identity telemetry with machine-learning algorithms to detect anomalies in privilege usage and to calculate adaptive threat scores. By using a reinforced learning powered decision module, the APM automatically initiates privilege downgrades or revocations with little operational effect. APM was also tested in a hybrid enterprise setting involving both synthetic and real-world attack models and has significantly outperformed traditional Privileged Access Management (PAM) solutions due to a 43 % increase in the mean time to contain (MTTC) and a 31 % decrease in false positives. These results highlight the capability of the system to offer, in a context-aware fashion, rapid mitigation and update to new attack vectors without requiring manual system updates. In operationalizing the zero-trust principles by autonomous, intelligent control, the work presents an effective solution that is a scalable and proactive approach to the lateral movement defense.

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AI Security, Lateral Movement Detection, Privilege Restriction, Autonomous Access Control, Real-Time Threat Mitigation, Zero Trust.

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