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Amidst the COVID-19 pandemic, education has shifted to online teaching and learning. Interactivity is a crucial tool used to make online education effective. This study empirically examines the role of interactivity in higher education and its influence on students' behavioral outcomes, specifically focusing on soft skills and personality upgradation.

A quasi-experimental research design was carried out for post-graduate students undergoing a business communication course from four major institutions. For analysis, t-test, confirmatory factor analysis (CFA) and partial least squares structural equation modeling (PLS-SEM) have been employed. Experimental research has established the causal relationship between interactivity, personality and soft skill upgradation (SSU).

It was found that the theoretical structural model has a rational model-fit validity. Resultantly, practitioners may use prior knowledge of virtual community (VC) members to enhance web interactivity, thereby increasing social identity and social bonds in a group for more meaningful and effective delivery of online courses.

The major limitations lie in its context-dependent nature, predominantly influenced by the pandemic-induced mandatory online learning. The study's cross-sectional design also inhibits its ability to assess goal-directed behaviors over time, necessitating further longitudinal research.

The study is one of the pioneering pieces of research that examines the role of pre-defined grouping and enhanced web interactivity in VCs in the context of online learning, especially during the COVID-19 pandemic. Integrating theories of web interactivity, social bond theory (SBT) and social identity theory (SIT) provides a novel understanding of cognitive and social influences that drive meaningful online discussions and their impacts on knowledge enhancement and personality development. Its findings have implications for the design of effective online learning environments and e-learning pedagogy, contributing to the growing domain of information and communication technology (ICT)-enabled education.

The purpose of present study was to evaluate the quality characteristics of cow?s milk in the holy city Mathura, which is famous for it?s gau dhan and Lord Krishna.

The milk samples were collected from dairy shops, vendors and milk producers and evaluated on the basis of various organoleptic tests, physico-chemical properties, proximate estimation and microbiological studies following the standard procedures.

The milk samples of Township and Chungi areas had more clear appearance and normal texture/consistency than other three areas. No cow milk sample was observed with pure white colour; however, 74 per cent of the samples had normal light yellow colour. No milk sample had rancid/oxidized odour; however, few milk samples contained weedy or absorbed odour. Watery consistency was observed in 50 per cent of the samples, whereas thick, ropy or slimy consistency was observed in 4, 4 and 20 per cent of the samples, respectively. The temperature, pH and specific gravity of milk collected from different regions were lower, but titratable acidity was higher than normal prescribed range (<0.14 per cent). The moisture content of all the samples was higher; however, other proximate parameters showed quite variable values than normal values of cow milk. Out of the total, 28 per cent of the samples of cow milk were positive for formalin. The microbial load was higher than normal prescribed limit.

Food safety and food security are very much at the top of the agenda in India, so it is of utmost importance to screen the quality of milk and milk products in the market for avoidance of skimming practices and/or adulteration of milk with water and human health problems.