Volume 13 | Issue 2

 Abstract

This study examines the research output of Periyar University from 2020 to 2024, based on an analysis of 2,796 publications indexed in the Scopus database. Key areas of focus include contributions from affiliated institutions, productivity of authors, funding agency collaborations, country-wise analysis, emerging research fields, and the use of keywords. The study also explores geographical research trends and institutional collaborations. Data analysis and visualization were conducted using tools such as Microsoft Excel and VOSviewer. The findings provide valuable insights into the university's research strengths, collaborative efforts, and opportunities for academic development, enhancing understanding of its scholarly contributions.

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 Keywords

: Scientometric Study, Research Output, Scopus, Publication trends, Periyar University.

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The growing influence of social media on consumer behaviour has fundamentally reshaped marketing strategies, particularly within the cosmetic industry. This study examines the role of visual content and influencer marketing in shaping youth brand engagement and purchasing behaviour. With the proliferation of platforms like Instagram, TikTok, and YouTube, cosmetic brands are leveraging high-quality visuals and influencer collaborations to connect with younger audiences. The research highlights that visual content, while significant, accounts for a modest portion of brand engagement, suggesting that other factors such as product quality, brand identity, and interactivity are also crucial. Similarly, influencer marketing is shown to have a meaningful, though limited, impact on youth consumer trust and purchase intentions. This study further explores the dynamics of consumer behaviour using established frameworks, emphasizing the interactive nature of social media content and the importance of authenticity in influencer collaborations. Practical implications for marketers in the cosmetic industry are discussed, including recommendations for integrating visual and influencer strategies within a broader digital marketing framework. Finally, the study underscores the need for further research to explore the cultural, demographic, and psychological factors that mediate the effectiveness of social media marketing, particularly in youth-driven markets

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 Keywords

Brand engagement, consumer behaviour, cosmetics, digital marketing, influencer marketing, social media marketing, visual content, youth.

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Employee motivation plays a crucial role in enhancing productivity, particularly in IT startups where innovation, efficiency, and agility are essential. This review paper explores the relationship between employee motivation and productivity in IT startups. It discusses various motivational factors, including intrinsic and extrinsic motivators, and examines their impact on employee performance. The paper also highlights challenges in maintaining motivation levels and suggests strategies to enhance employee engagement and productivity.

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Employee Motivation, Productivity

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One of the most prominent innovations in the field of sustainable finance is Green bonds. A Green bond is a type of fixed income instrument designed to raise capital for climate and environmental projects. More specifically, Green bond finance projects aims at energy efficiency projects, renewable energy projects, pollution prevention and control projects. Since the Green bond market is in developing phase, only limited studies have been carried so far in this area. The basic purpose of the present study is to highlight the progress of green finance in India and the issue of Green bonds as a source of sustainable finance. This study is descriptive in nature. To analyze the progress of green finance sectors in India, data was collected from secondary sources like articles, journals and websites. From the data analysis, it is clear that green finance has made tremendous progress from 2013 onwards and India is the sixth largest issuer of green, social, sustainable and transition bonds in the Asia Pacific Region.

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 Keywords

Green Bonds, sustainable finance, green finance sectors, transition bonds

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Many of the small -scale industries are facing problems of vibration while doing boring operation on lathe. Boring tool is used to enlarge the drilled hole. Vibratory motion between tool and work piece can lead to reduce performance. Vibration in boring operation causes tool damage, improper surface finish and other effects. There are few important things to note while performing boring operation as it is noisier and vibration will cause due to this operation. During an internal turning operation, the cutting tool and the boring bar are subjected to cutting forces due to the relative motion between the tool and work piece in the cutting speed direction and in the feed direction. Therefore, a variable cutting force during boring operations causes the tool to deflect and leave behind a wavy surface. When the cutting edge encounters this wavy surface in the next revolution, the relative phasing can lead to increased force and deflection through regenerative chatter and creates vibration to reduce these vibrations different dampers used of different material is used to reduce vibrations.

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 Keywords

Boring operation. Vibration, Ra values, dampers used of different materials

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Destruction" is a journal that investigates the pressing issue of contemporary environmental decline and the vital need for global cooperation to protect our earth. In an age characterise by pollution, deforestation, climate change, and the loss of biodiversity, it is thus most important and critical trouble to call and to turn back to the eternal wisdom externalised in the jottings of Romantic muses, analogous to Samuel Taylor Coleridge. The poet's invested enthusiasm for ecology and the terrain and its knockouts by using his lyrics as a source of provocation for all to understand the significance of nature in our lives and its negative impact when it is wounded and destroyed for the establishment of our own luxurious without understanding its significance and cooperative action in conserving and revitalising our earth. It is an awakening call for all to show solidarity and the responsibility of guarding for future generations. Preservation, creating a more sustainable and harmonious concurrence. As we navigate the complications of environmental extremity, a resounding call for continuity reverberates. It requires the collaborative engagement of individuals, communities, governments, and global associations. By learning from literal successes and failures, we can chart a course towards a future where environmental conservation is not only a participating responsibility but also participating commitment.

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Environmental Preservation, Global Unity, Climate Change, Nature Appreciation and Interdependence.

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Mutual funds have emerged as one of the most popular investment vehicles, offering diversification, professional management, and liquidity to investors. This study examines investor behavior towards mutual fund schemes provided by private sector banks, focusing on factors influencing investment decisions, awareness levels, and challenges faced by investors. The research utilizes primary data collected through structured questionnaires, analyzing demographic profiles, risk perceptions, and financial literacy levels of investors. Findings suggest that investor behavior is significantly influenced by age, education level, and income, with younger investors exhibiting a higher preference for equity-oriented schemes. Additionally, financial literacy and trust in banking institutions play a crucial role in investment decision-making. The study highlights key barriers, including lack of awareness, risk aversion, and complexities in fund selection. The insights derived can aid private banks in developing more tailored financial products and educational initiatives to enhance mutual fund penetration and investor confidence.

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Investors' behavior, Mutual funds, Private sector banks, Investment decision-making, Risk tolerance, Financial literacy, Marketing strategies, Investor preferences, Return expectations, Indian financial market.

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In a rapidly changing world, where material success often takes precedence over ethical living, the need for a strong moral foundation is more pressing than ever. The ancient Indian epic Ramayana offers valuable insights into universal human values such as righteousness (dharma), devotion (bhakti), truth (satyam), justice, and selflessness. These values, portrayed through the lives of the epic's characters, provide timeless moral guidance. Considering the dire need of inculcating human values in the modern-day education system, this paper explores how the ethical lessons from the Ramayana can be applied to contemporary education to nurture moral integrity, emotional intelligence, and responsible citizenship in today's students. Through an interdisciplinary approach, the paper demonstrates how these ancient teachings can form the foundation of a value-based education system that addresses the moral and ethical challenges of the modern world.

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Dharma, Bhakti, Satyam, Selflessness, Justice

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Tomato (Solanum lycopersicum) is one of the most important horticultural crops worldwide, valued for its nutritional content and economic significance. Fruit quality traits, including firmness, color, flavor, sugar content, and shelf life, are influenced by complex genetic and environmental interactions. Genome-Wide Association Studies (GWAS) provide a powerful tool to identify genetic variants linked to these traits. This research aims to investigate the genetic basis of fruit quality traits in S. lycopersicum grown in Pune District, a key agricultural hub in Maharashtra, India. By leveraging GWAS, we aim to identify key loci associated with desirable fruit quality characteristics, which could assist in breeding programs and genetic improvements.

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GWAS; Solanum lycopersicum; breeding programs

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India's subregional connectivity strategies have emerged as a pivotal component of its foreign policy, shaping regional geopolitics and economic integration. With initiatives like the Bay of Bengal Initiative for Multi-Sectoral Technical and Economic Cooperation (BIMSTEC) and the Bangladesh-Bhutan-India-Nepal (BBIN) framework, India seeks to enhance trade, infrastructure, and people-to-people linkages. These initiatives aim to counterbalance China's Belt and Road Initiative (BRI) while fostering regional cooperation and sustainable development. However, geopolitical challenges, infrastructural bottlenecks, and political dynamics within neighboring countries continue to influence the implementation of these strategies. This paper analyzes India's vision for subregional connectivity, its progress in execution, and the broader geopolitical ramifications for South Asia.

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Subregional Connectivity, BIMSTEC, BBIN, Geopolitics, Regional Cooperation

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Agriculture loans are essential for farmers, providing the financial resources needed for crop production, equipment purchase, and other farming activities. However, repaying these loans often presents significant challenges, especially in developing countries. Factors such as unpredictable weather conditions, fluctuating market prices, and inadequate access to modern technology can lead to poor crop yields and reduced income, making it difficult for farmers to meet their loan obligations. Additionally, many farmers lack the financial literacy needed to manage loans effectively, often resulting in poor financial decisions, over-borrowing, and high debt burdens. The role of financial education is crucial in addressing these challenges. By equipping farmers with the knowledge and skills to make informed financial decisions, financial education can help them better understand loan terms, manage their resources more efficiently, and develop repayment strategies that align with their income cycles. It can also raise awareness of alternative financing options, such as crop insurance, which can mitigate risks associated with loan repayment. Ultimately, financial education empowers farmers to take control of their financial futures, reducing the likelihood of loan defaults and contributing to the overall stability of the agricultural sector. Effective financial literacy programs, tailored to the needs of rural communities, are essential in ensuring sustainable agricultural development.

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 Keywords

Agricultural loans, Loan repayment challenges, Education levels, Cooperative bank, Financial literacy, Farmers' financial behaviour, Rural credit access, Loan default rates, Agricultural financing and Financial inclusion

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Mulshi Taluka, located in the Pune district of Maharashtra, is renowned for its rich biodiversity and agricultural significance. This paper explores the diverse flora and fauna of the region, focusing on cultivation practices, environmental challenges, and sustainable solutions. The study highlights the impact of deforestation, climate change, and human intervention on the local ecosystem and provides recommendations for conservation and sustainable development.

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Biodiversity; Deforestation; Mulshi

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Self-efficacy, which is the belief in one's own ability to succeed in particular activities, is a critical component of academic achievement, especially in higher educational settings. This investigation explores how self-efficacy affects learning outcomes and the relationship between academic achievement and self-efficacy among university students. Students' academic records and standardized self-efficacy questionnaires were used in a mixed-methods approach to gather data. The results show that academic performance and self-efficacy is significantly positively correlated, suggesting that students who have higher levels of self-efficacy typically earn higher grades. The study also emphasizes how study habits, motivation, and resilience operate as mediating variables in this relationship. According to the conclusions, in order to encourage student success, institutions should incorporate self-efficacy-enhancing techniques like goal-setting, mentorship programs, and cognitive-behavioral therapies. Longitudinal effects and cultural differences in the development of student self-efficacy in varied populations should be investigated in future studies.

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Self-efficacy, academic achievement, higher education, student performance, motivation.

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In the present investigation a total 30 linseed genotypes including released varieties were evaluated during Rabi 2022-2023 at C.S.A Agriculture Research Station, Kanpur, U.P for understanding genetic diversity for grain yield and its component traits using principal component analysis. Study of genetic diversity is the process by which physiological data, agronomic performance data, biochemical data, and variation among individuals or groups of individuals more recently molecular (DNA-base) data. Genetic analysis can be assessed using morphological characteristics and or molecular markers. The availability of several DNA marker has increased the efficiency of genetic diversity analysis as they are reliable and unaffected by environmental factors. Genetic diversity is important because it helps species adapt to environmental changes, which can help them survive. It also helps to prevent inbreeding and disease epidemics. Genetic diversity helps plant breeders to develop new improved cultivars with desirable characteristics. Genetic diversity helps to develop climatic - resilient varieties. Thirty genotypes were grouped into six cluster. Cluster I constituted maximum number of genotypes followed by cluster III, Cluster II, Cluster V, Cluster IV and Cluster VI. Suggested that the genotypes from these cluster may use hereafter be as a parent for future hybridization programme to obtain heterotic recombinants or even transgressive segregants.

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Genetic diversity, linseed, cluster and transgressive segregants.

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Kanpur is the largest city for tanning industries and manufacture for leather and major contributor of country's finance and supply leather good for millions of people. The valley experiment was conducted during the year 2024-2025 in different sites of district Kanpur, U.P. We aimed to study the physical and chemical properties in industrial soil. We collected 15 soil samples from different sites of industrial soil. The soil samples were analysed for their physical and chemical properties. Soil sample were collected from different depth at 0-30cm, 30-60cm and 60-90cm. The result declared that soil colour varied different in dry and wet condition. The texture was soil is mainly sand, Loam, alluvial, laterite and clay. Chemical properties that pH, electrical conductivity and organic carbon. The pH range is 0.80 - 8.0 and EC found range 0.65 - 0.90 ds/m, while organic carbon was ranged from 0.43-0.71%. The study exhibit the physical and chemical properties of Kanpur U.P., India.

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Industrial, finance, pH, electrical conductivity, Organic carbon and soil texture.

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In today's technologically driven world, certain communities continue to be marginalized. This study examines the socio-cultural dimensions and development of the Paniya tribe, a major tribal community in the Nilgiris district that continues to be sidelined. Predominantly landless labourers, the Paniyas face severe socio-economic disadvantages due to illiteracy, lack of leadership, disorganization, and systemic deprivation. A critical factor contributing to their marginalization is the absence of effective communication skills. Many Paniyas exhibit shyness, introverted behaviour, low self-awareness, peer-group influence, and a lack of confidence, which hinder their social interactions and affect their physical and psychological well-being. As a result, they remain in a regressive socio-economic state. Among the various tribal communities, the Paniyas are often considered the most underprivileged. The marginalization of the Paniya tribe has been a persistent and relentless process. However, as they attempt to integrate into mainstream society, it becomes essential to understand the socio-cultural aspects shaping their lives. This study provides an overview of key dimensions such as culture, language, religion, education, and occupation, assessing their impact on the tribe's development. Employing an exploratory research design, this study adopts a qualitative mixed approach, combining descriptive and ethnographic research methods. Data collection is carried out through non-probability purposive sampling, utilizing face-to-face interviews and case studies as primary research tools. Although the Paniyas remain underprivileged, they aspire to improve their standard of living. Meaningful change can be facilitated through awareness programs and access to resources that support their social, economic, physical, and psychological development. Effective communication strategies play a crucial role in empowering the Paniya community, enabling them to overcome barriers and achieve sustainable progress.

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 Keywords

Paniya Tribe, social change, Nilgiris District

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The Facial Recognition Technology is growing to be a new method of AI Surveillance to capture the threats posed to a nation, but the real question is doesn't it also capture a persons identity and restricts him from living a private and liberal life? The paper herein, speaks on the crux of this issue questioning the constitutional viability of governmental actions using this technology and the safe storage and usage of the identity of its citizen. Discussing its regulatory measures in India and its global counterparts at large. The paper sets to analyse this issue in various ways of factual, statistical, comparative and expert, as its metrics. The substantial use of our facial identities affecting the realms of our private lives. Moreover setting to analyse if the FRT, is properly developed, to deploy for serious applications such as evidence to crime.

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FRT, Right to Privacy, Right to Know, Government, Technology.

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The tridax procumbens extracts loaded sodium alginate and incorporated with gauze film was fabricated through solution casting techniques. After conducting a phytochemical test on the TP extracts, various chemicals including alkaloids, anthraquinone, carbohydrates, saponins, and cardiac glycosides were discovered to be present. Following an FTIR examination, the functional groups detected in tridax, alginate, gauze, and film were identified. Using EDX and FESEM, the film's surface shape and elemental composition were investigated. HPLC was used to confirm that the TPE contained quercetin. The film was then tested for in vitro cytotoxicity using the L929 cell line, yielding a maximum of 81% cell viability and 19% toxicity at varying dosages. The E. Coli, Bacillus, and Aeromonas bacteria were the targets of the in vitro antibacterial activity. To assess the antibacterial activity, the zone of inhibition was identified. Elastic modulus and tensile strength without 7. 52 MPa, 8. 83 MPa, 1. 67 GPa, and 2. 45 GPa were discovered with gauze and with gauze sheet, correspondingly. When the film's extracts were given the chance to interact with the L929 cell line, 86% of the cells migrated, proving the film's ability to promote wound healing. After examining the drug release, kinetics, and swelling of the film, the drug release profile and mechanism were discovered. For the purpose of healing wounds, tridax procumbens extracts filled alginate with gauze film.

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Tridax procumbens, Alginate, Film

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Feminism, as both a social movement and an intellectual ideology, advocates for gender equality and seeks to address the historical oppression of women. Over the centuries, feminism has influenced numerous fields, with English literature being one of the most prominent areas impacted by feminist theory. Literary works, whether written by women or men, often reflect societal attitudes towards gender, and feminist criticism provides a framework to analyze these texts and highlight issues related to female representation, identity, and empowerment. This paper explores the intersection of feminism and English literature, examining how feminist theory has shaped the analysis of literary works, the contribution of women writers to literary traditions, and the ways in which literature has both reinforced and challenged gender norms.

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Feminism, Intellectual ideology ,feminist criticism

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Inflammation is a complex biological response of the body's immune system to harmful stimuli, including pathogens, damaged cells, toxins, or irritants. While acute inflammation serves as a protective mechanism to eliminate the initial cause of cell injury and initiate tissue repair, chronic inflammation can contribute to the development of various diseases, such as cardiovascular disorders, neurodegenerative diseases, cancer, and autoimmune conditions. The inflammatory response is mediated through a cascade of cellular and molecular events involving immune cells, cytokines, chemokines, and signaling pathways such as nuclear factor-kappa B (NF-?B), mitogen-activated protein kinases (MAPKs), and Janus kinase/signal transducer and activator of transcription (JAK/STAT) pathways. Organ-specific inflammation, including neuroinflammation, pulmonary inflammation, and hepatic inflammation, highlights the localized impact of dysregulated immune responses, leading to tissue damage and disease progression. Understanding the molecular mechanisms and pathways involved in inflammation is crucial for developing targeted anti-inflammatory therapies. This review explores the fundamental aspects of inflammatory mechanisms, the activation of inflammatory pathways, organ-specific inflammation, and current therapeutic approaches targeting inflammation.

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Inflammation, Acute Inflammation, Chronic Inflammation, Inflammatory Pathways, Cytokines, Organ-Specific Inflammation, Anti-inflammatory Agents

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