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This study aims to analyze memes as valuable engagement and marketing communication tools in promoting over-the-top (OTT) platforms by monitoring users' sentiments and offering insightful information about their opinions by drawing themes from viral memes.

Content analysis of 1,230 user interactions was conducted using NVivo software on Instagram and Twitter pages from May 2022 to July 2023. Data were collected for sentiment analysis (consumer responses), and relevant themes (consumer interactions) were drawn which created the virality of memes.

Research findings reveal relevant themes, such as relatable, informative and interest-generating, that make memes go viral over social media. The sentiment analysis results showed that the intensity and strength of the positive comments were more substantial, contributing more to the virality of memes.

These findings provide themes for engaging content for OTT advertisers to boost brand recognition and engagement by strategically creating meme content and implementing better marketing communication.

This study uses factual data to offer new perspectives on viral meme propagation. It provides evidence that OTT marketers boost brand value and customer engagement through innovative customer-centric social media analysis.

This paper aims to examine the traditional business communities and family businesses of India, their emergence and sustained growth.

The authors analyze the role of business communities in family businesses of India and identify business communities that have still sustained and marked a global presence.

Business communities such as Marwaris have the knack for business activities and are leaders of family businesses in India today, who have sustained their past success and continue to create new histories. Other traditional business communities such as Parsis, Sindhis, Chettiars and Gujarati banias have not been able to sustain much. Possible reasons were switching to white-collar jobs, taking up diplomacy and other professions, inter caste marriages, international migration in search of business and Indian government policies.

This study provides a useful source of information for academics, policy-makers and economists.

Traditional business communities populate the list of family businesses that have marked their global presence. This paper identifies various factors that are responsible for the growth and sustainability of these business communities.

The study clarifies the role of business communities in domestic economic development.

The paper explored traditional business communities of India and assessed their role in family businesses of India that currently mark a global presence.

Marketing.

The case is aimed at Business Administration students.

Udaipur based Aavaran – the echos of rural India – is a concept by COS-V, a leading non-governmental organization (NGO), which aims at connecting the tribal women of rural India with the mainstream. The NGO, set up in 1988 by Smt. Girija Vyas, was initially involved in imparting vocational training to the rural poor. Later, COS-V was taken up by Alka Sharma, a graduate from the Indian Institute of Crafts and Design, Jaipur, who completely changed the direction of the NGO. Her interest in textiles and crafts led to the genesis of the concept “Aavaran”. Aavaran is a retail outlet which was opened with a vision to provide the Indian market with traditional yet contemporary textiles and clothing. It offers a collection of women's and children's clothing and home textiles using a variety of traditional textiles and crafts. It is an artisan driven concept where the supply chain incorporates the essence of Indian textiles and crafts at every level. From the dyeing, printing, sampling and assembly of garments everything is done by the local women trained by COS-V with the support of DC-Handicrafts. The raw materials – the textiles, grey fabrics, etc. – are sourced directly from the rural weavers and artisans across India. The case study discusses how Aavaran developed the unique positioning of a retail platform for contemporary products made from traditional techniques, skills and hand-based processes; how it could revive the diminishing arts of Dabu and Phetia and how it carved a niche through its channelized marketing efforts.

The case will familiarize management students with the concept of niche marketing with Udaipur based firm Aavaran as an example which developed a unique positioning through its traditionally developed products. It will also acquaint students with a basic understanding of a supply chain with a cooperative firm in focus.

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The paper focused onto the development of microcapsules by using two essential oils. It proposes the uses of eucalyptus oil and cedarwood oil as a natural insecticide. The purpose of this paper is to demonstrate the application of developed microcapsules to impart insect repellency on textile substrate.

The paper opted for an experimental study using two essential oils and gum in formations of microcapsules through a simple coaseravtion encapsulation technique. The developed solution was analyzed, including confirmation of size and structure through. Application of developed finish on substrate was also undertaken to prove better ability as repellent fabric.

The paper highlights useful invention of microencapsulated fabric developed with the combination of gum acacia and eucalyptus oil as core and shell material. The developed fabric has better ability to repel silverfish as compared to microencapsulated fabric developed with gum acacia (shell) and cedarwood oil (core).

Due to the lack of time and less availability of essential oils, only two oils were used to test the insect repellent behavior.

This paper fulfills an identified need, it includes implications for the development of a very useful natural insecticide to repel silverfish (Lepisma saccharina) insect. This insect is a very common problem found in cloth wardrobes and bookshelves; it mainly attacks the fabric with cellulosic content and starch.

Society will get major benefit of using these microencapsulated finished fabrics, which repel silverfish from their home and keep their clothing and books safe for longer period. The natural fragrance and medicinal benefits of these essential oils can never be ignored.

This study sets a new approach to repel insects like silverfish from the bookshelves and clothing wardrobes. A layer of insect repellent microencapsulated finished fabric can be added in these shelves and wardrobes. It is an eco-friendly approach of using natural essential oils instead of chemical insecticides.

Spiti Valley is a home to temples, untouched natural landscapes and is enriched in flora and fauna. This makes Spiti Valley an emerging ecotourism destination. The prime objective of this study is to analyse the development of ecotourism in the state of Himachal Pradesh, India, particularly in the region of Spiti Valley, Himachal Pradesh. This study provides an opportunity to examine the level of awareness about ecotourism among tourists. In order to achieve the objectives of the study quantitative methodology has been adopted. The data were collected through a questionnaire. The findings of the study indicate towards the awareness among the tourists regarding the environment and how everyone is playing their parts to conserve and protect the environment. The study also depicts the economic benefits of ecotourism to the region and how it can generate employment for the local people directly or indirectly.

The purpose of this paper is to determine the most efficient hotels in the Indian hotel industry, the competitive positioning of these hotels, and the factors that affect their efficiency change.

This study conducts a two-stage analysis and uses data envelopment analysis (DEA) and Global Malmquist productivity index (MPI) approach in the first stage to calculate the managerial performance of a panel of 63 Indian hotels in 2019–2020 and their efficiency change from 2009–2010 to 2019–2020. Bootstrapped generalized least square (GLS) approach is applied in the second stage to evaluate the impact of contextual variables on efficiency change.

Using the results of the first stage analysis, the authors categorized the 63 Indian hotels into 7 distinct clusters. These clusters represent different levels of competitiveness and pace of growth. The GLS regression reveals a U-shaped relationship between hotel size and efficiency change and a negative relationship between pro social investments and efficiency.

This is the first study in the hotel industry that has used global MPI as a measure of efficiency change in the first stage and GLS in the second stage. In the Indian context, to the best of authors’ knowledge, no such study exists.

Using a soft-hard continuum of drivers and barriers, this research seeks to explain wood companies' adoption of circular economy (CE) practices.

Multiple interviews, complemented by secondary documents and site observations were used to investigate three wood-based companies that have adopted CE practices. The 10R framework and soft-hard continuum are used to guide data analysis.

The adoption of 10R practices were explained by soft-factor incentives of leaders' values and vision and openness for innovation, all within a regulatory void, and eventually overcome hard-factor barriers of process development, supply chain capability and customer behaviours at product end-of-life.

Crucial for CE model adoption are leaders' positive attitudes, subsequently grown across the companies. The 10Rs are a prompt for CE practice adoption to capture and retain value and generate revenue. Collaboration across the supply chain, including customers and other value capture companies (e.g. repurposing companies), is essential to maximise value retention. Government should play an increased soft-factor incentive regulatory role and support CE practices to overcome hard-factor barriers.

This study contributes an explanation of CE adoption within a relatively unsupported context. Despite the regulatory void, CE practice adoption was driven by leader values. To achieve their vision and overcome the numerous barriers, suppliers and customers required a large investment in education. Indeed, customer behaviour, previously thought to be an incentive for CE adoption, is also identified as a barrier.

The purpose of this study is to examine the potential mediating role of employee engagement between rewards and recognition and normative commitment.

Responses of a sample of 176 private bank employees in India were used to examine the proposed mediated model.

The variable rewards and recognition is found to be significantly correlated to both employee engagement and normative commitment. Results of regression have been analyzed in line with the four conditions of mediation laid down by Baron and Kenny (1986). Further, SPSS macro developed by Preacher and Hayes (2004) is used to test the proposed mediation model. The relationship between rewards and recognition and normative commitment is found to become smaller after controlling the variable employee engagement. The results provide partial support to the mediation hypothesis.

Normative commitment has been less researched relative to the attention paid to affective commitment. Further, no research has yet focused on the impact of rewards and recognition on normative commitment, with the mediating impact of employee engagement. This study hence provides the first empirical test of the established relationship between rewards and recognition and employee engagement by introducing normative commitment as an outcome variable.