Role of Social Media Content in Shaping Consumer Engagement and Purchase Intentions in the Cosmetics Market

Dr. Shivani Shah, Ms shubhlakshmi Mishra, Dr. Swati Modi

Purpose- The rapid growth of digital technologies has significantly transformed marketing practices, with social media emerging as a powerful tool for influencing consumer behaviour. This study examines the role of social media content in shaping consumer engagement and purchase intentions in the cosmetics market. The research focuses on understanding how demographic factors such as age and educational qualification relate to social media engagement and purchasing decisions, as well as evaluating the impact of different types of social media content on consumer behaviour. Methodology- A descriptive research design was adopted, and primary data were collected through a structured questionnaire from 144 respondents using a convenience sampling method. The data were analysed using statistical tools such as descriptive statistics and ANOVA to examine relationships between variables. Findings-The findings reveal that social media platforms, particularly Instagram, play a dominant role in influencing consumer engagement and purchase decisions. A majority of respondents actively engage with cosmetic-related content and perceive social media as an essential medium for brand communication. The study also highlights that product reviews, influencer endorsements, and user-generated content significantly impact consumer purchase intentions. However, the results indicate no significant differences across demographic variables such as age and educational qualification in influencing engagement and purchasing behaviour. Overall, the study concludes that social media content is a crucial determinant of consumer engagement and purchase decisions in the cosmetics industry. The research emphasizes the importance for marketers to focus on authentic, interactive, and visually appealing content to effectively connect with consumers and enhance brand value.  

Proxy Warfare and Regional Security Dynamics: Explaining the Strategic Rivalry between Iran and Israel in the Middle East

Asmuda Khatun

This study explores the role of proxy warfare in shaping the strategic rivalry between Iran and Israel and its implications for regional security dynamics in the Middle East. In contrast to conventional interstate warfare, both states increasingly rely on indirect strategies involving non-state actors to advance their geopolitical objectives while avoiding the risks of direct military confrontation. Iran has developed an extensive network of proxy groups, most notably Hezbollah and Hamas, which function as key instruments of its regional strategy. In response, Israel employs a combination of military, intelligence, and deterrence-based approaches to counter Iranian influence. Drawing on theoretical perspectives from realism, proxy war theory, and the security dilemma, this paper argues that proxy warfare constitutes the primary mechanism through which both states conduct their strategic rivalry. While this indirect form of conflict enables both actors to manage escalation and reduce the costs of direct engagement, it simultaneously contributes to persistent instability and complex security challenges across the Middle East.  

Influence of Home Environment on the Physical and Mental Health Care of Pregnant Women

Dr. A. Sajitha Qadir, Sharon Ghetsy. A, Zahida Jabeen

The present study examined the influence of home environment on the physical and mental health care of pregnant women. A sample of 120 pregnant women was selected through random sampling from Urban Primary Health Centres, comprising 60 women below 25 years and 60 above 25 years. Each age group included 30 pregnant women in their first pregnancy and 30 in their subsequent pregnancies. The tools employed were the Home Environment Questionnaire for Pregnant Women and the Physical and Mental Health Care Inventory for Pregnant Women, both developed by the investigator (2025). A pilot study was conducted to ensure feasibility, and the tools were tested for validity and reliability. Statistical analysis included mean, standard deviation, t-test, and Karl Pearson’s coefficient of correlation.The findings revealed no significant differences in home environment and physical and mental health care based on age and pregnancy status, except among women above 25 years, where those in subsequent pregnancies reported better home environment. A significant relationship was found between home environment and physical and mental health care, except among women below 25 years in their first pregnancy and women above 25 years in their subsequent pregnancies.  

Shigella spp. and Salmonella spp. in Paediatric Diarrhea: Comparative Epidemiology, Pathogenesis, Risks, Management, and Prevention Strategies for Children Under 10 Years

Yuttasha Nehra, Monojit Majhi

Paediatric diarrhea, which ranks second in terms of epidemiology, pathophysiology, risk factors, management, and prevention in children, continues to be a serious worldwide health concern. extending dangers to children between the ages of five and nine. Ten to twenty percent of infections in low- and middle-income countries (LMICs) are caused by bacterial diseases such as Shigella spp. and Salmonella spp (non-typhoidal). With an emphasis on comparative perspectives, this review summarizes recent research (2020–2025) on the epidemiology, pathophysiology, hazards, management, and prevention of this illness in children under the age of 10. Salmonella spp. causes watery diarrhea with systemic hazards, but Shigella spp. is more commonly associated with dysentery-like presentations. Due to dehydration, malnutrition, and growing antimicrobial resistance (AMR), these pose serious risks. Global incidence trends indicate a reduction, although these regions continue to be hotspots in Africa and Asia. Salmonella spp. causes secretory diarrhea with the possibility of bacteraemia, while Shigella spp. causes dysentery and colitis by producing Shiga toxins. The main risks include mortality (~81,000 under-5 deaths annually from Shigella spp..; ~50,000 from Salmonella spp.), complications such as haemolytic-uremic syndrome (Shigella spp.) or sepsis (Salmonella spp.), and long-term effects like growth stunting and cognitive impairments, which are more severe in children who are malnourished or HIV+. Rehydration and targeted antibiotics are key components of management; however, MDR strains (up to 80%) make treatment more difficult. To reduce mortality in vulnerable groups under ten years old, prevention through WASH, hygiene, food safety, and new vaccinations (such as trials for Shigella spp. and control of Salmonella spp. via animal research) is essential. 

Biotechnological Strategies for Enhancing Yield, Stress Resistance, and Nutritional Quality in Black Gram (Vigna mungo L. Hepper)

Sreelatha Thallapally

Black gram (Vigna mungo L. Hepper) is a very significant pulse crop that is produced a lot in South Asia. It is valued for its high protein content, essential amino acids, and health benefits. Black gram output is still low, even though it is important for food and nutrition security. This is because it is sensitive to biotic and abiotic stresses, there isn't much genetic variability, and conventional breeding methods have their own problems. The tissue culture technique has become a practical biotechnological approach for overcoming these limitations and accelerating crop growth. Cotyledonary nodes, shoot tips, hypocotyls, and cotyledons have been successfully utilised to establish in vitro regeneration systems for black gram. Cotyledonary node explants have exhibited significant regeneration potential when cultivated on Murashige and Skoog (MS) media enriched with suitable concentrations of cytokinin’s, including 6-benzylaminopurine (BAP) and kinetin, frequently in conjunction with auxins such as naphthalene acetic acid. These regeneration methods are great for micropropagation, genetic transformation, and quickly multiplying the best genotypes. Tissue culture techniques may also assist create superior cultivars that can better handle biotic stresses like virus infections and insect pests, as well as abiotic stresses like drought and salt. Also, methods based on tissue culture make it possible to save germplasm and create soma clonal variation, which may subsequently be utilised to choose superior plant lines with better nutritional and agronomic qualities. Using tissue culture, contemporary molecular breeding methods, and genome editing technology together provides a lot of potential for making black gram varieties that yield a lot, can handle stress, and are better for you. Consequently, tissue culture techniques are essential elements of contemporary crop improvement programs, significantly enhancing sustainable agriculture and food security.  

Exploring the Impact of Brand Experience and Brand Trust on Brand Loyalty in Palakkad District

Dr. Bindu T

Brand experience is conceptualized as sensations, feelings, cognitions, and behavioural responses evoked by brand-related stimuli that are part of a brand's design and identity packaging, communications, and environments. When a customer has positive experience with a particular brand, he is positively satisfied with the brand and to a great extent customer satisfaction leads to Brand Loyalty. Also, a good Brand Experience could make a customer loyal to that particular brand, so that could also be interpreted as Brand Experience directly leads to Brand Loyalty. To get an in-depth information on the study of Brand Experience, Customer Satisfaction and Brand Loyalty, also how they affect each other, the best way would be study them with some particular brands. The main object of this study is to study the relationship between brand experience and customer loyalty.  For collecting primary data questionnaire is used to collect samples of 120 consumers were selected through purposive sampling. Hence to ascertain the above-mentioned relationship between Brand Experience, Customer Satisfaction and Brand Loyalty and also to conduct a comparative study the Fast Track brand of watches was used. Fast Track is brand well accepted by the youth coming from the house of Titan. Since the study has included majority of young users the brand that would connect with this population would be Fast Track watches, hence that have been taken into the study in order to get a better picture in the context of the study. It can also be noted that watches are products which are very personal in nature and lead to experience in the user. The study arrived at the conclusion that Brand Experience affects Brand Loyalty to a large extent directly as well as through a mediating effect of Customer Satisfaction between them.  

Neuro-Evo Swarm Optimizer (NESO): A Hybrid Framework Combining Deep Learning, Genetic Algorithms, and Particle Swarm Optimization for Multi cropping Optimization

N. Amirtha Gowri, Dr. R. Nandhakumar

Sustainable agricultural productivity requires intelligent decision-making systems capable of handling complex interactions among crops, resources, and environmental conditions. Multi cropping systems, though beneficial for yield stability and risk reduction, present significant optimization challenges due to high-dimensional and nonlinear relationships. This paper proposes a Neuro-Evo Swarm Optimizer (NESO), a hybrid optimization framework that integrates Deep Learning (DL), Genetic Algorithms (GA), and Particle Swarm Optimization (PSO) for optimal multi cropping strategy selection under varying irrigation conditions. Deep learning models capture complex yield–resource relationships, GA explores diverse crop combinations, and PSO fine-tunes solutions toward global optima. Experimental results demonstrate that NESO outperforms standalone and pairwise hybrid models in terms of yield maximization, water-use efficiency, and convergence speed.  

Tamil Nadu Politics and Development: A Comprehensive Review of Caste, Dravidian Movements, and Inclusive Urbanization

Vignesh R and Dr X Mary Genila

The review paper explores the ways in which the politics of Dravidianism in Tamil Nadu has transformed the relationship between caste, development, political communication, and urbanization from the mid-twentieth century to the contemporary digital age. Through the use of literature pertaining to the politics of the Dravidian parties, the world of Tamil cinema, caste-based politics, and welfare-based development, the review argues that the “Dravidian model” of development in Tamil Nadu, which combines identity-based politics and welfare-based development, has led to a more inclusive model of human development and a dispersed model of urbanisation that is spread out across the state and is not restricted to a single metropolitan centre. It demonstrates how cinema, and later television and digital media, serve as a key site of political communication that helps to embed the ideology of Dravidianism, normalise populist welfare, and create a new Tamil identity, while also creating new forms of fragmentation and division based on caste, gender, and region. It also explores the economic impact of caste-based politics and mobilisation on issues of social exclusion, poverty alleviation, and employment, and how this has led to a new kind of empowerment through reservations and welfare, but also to a new kind of discrimination and patronage. Lastly, the review argues that contemporary trends such as the rise of Hindu nationalist politics, the use of digital media in political communication, and the aspirations of youth and the urban electorate represent a new challenge to the sustainability and adaptability of the Dravidian model of development and its capacity to deliver a new kind of social justice and deepened democracy.  

Inclusive Excellence in Faculty Hiring in Medical Colleges: A Literature Review with Special Reference to India

Dr. Manoj Kumar Saurabh

Inclusive excellence integrates diversity, equity, and inclusion with institutional performance in higher education. Faculty recruitment in medical colleges significantly influences educational quality, research productivity, and health system outcomes. Diverse faculty improve cultural competence in medical training and help address disparities in patient care [1,2]. However, representation gaps persist in academic medicine globally due to structural barriers in recruitment systems, implicit bias, and unequal educational opportunities [3]. This literature review examines inclusive excellence in faculty hiring across government medical colleges, private institutions, and institutes of national importance. Special emphasis is placed on the regulatory environment in India, including policies of the National Medical Commission (NMC) governing faculty recruitment and qualifications. Evidence from international and Indian literature suggests that transparent recruitment procedures, holistic candidate review, and mentorship pipelines are essential for improving faculty diversity and academic excellence [4,5]. The review concludes that inclusive hiring is not only an ethical imperative but also a strategi?c approach to strengthening medical education systems.  

Role of National Education Policy 2020 in Promoting Human Rights Awareness in India: An Analytical Study

Prasenjit Mukherjee

The National Education Policy 2020 (NEP 2020) outlines a radical transformation of India's education system, emphasizing not only academic knowledge but also the development of students' moral and constitutional values. The primary objective of this research paper is to analyse the role of NEP 2020 in promoting human rights awareness from the grassroots level to higher education in India. This study identifies that the policy integrates fundamental human rights concepts- justice, liberty, equality, and fraternity directly into the pedagogical framework. The goal is to cultivate a rights-aware future generation by instilling empathy, social responsibility, and an understanding of gender equality in children from the primary level.  Furthermore, the policy's commitment to inclusive education and special provisions for socio-economically disadvantaged groups (SEDGs) is a cornerstone in ensuring the right to education for all. This analytical study demonstrates that NEP 2020 aims to move beyond theoretical discussions and cultivate human rights as a way of life. However, its successful implementation depends on teacher training and infrastructural development.  Finally, this research evaluates the importance of human rights education and the effectiveness of this policy in strengthening India's democratic framework.