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India has the biggest number of active users on social media platforms, particularly Twitter. The purpose of this paper is to examine public sentiment on COVID-19 vaccines and COVID Appropriate Behaviour (CAB) by text mining (topic modeling) and network analysis supported by thematic modeling.

A sample dataset of 115,000 tweets from the Twitter platform was used to examine the perception of the COVID-19 vaccination and CAB from January 2021 to August 2021. The research applied a machine-learning algorithm and network analysis to extract hidden and latent patterns in unstructured data to identify the most prevalent themes. The COVID-19 Vaccine Hesitancy Amplification Model was formulated, which included five key topics based on sample big data from social media.

The identified themes are Social Media Adaptivity, Lack of Knowledge Providing Mechanism, Perception of Vaccine Safety Measures, Health Care Infrastructure Capabilities and Fear of Coronavirus (Coronaphobia). The study implication assists communication strategists and stakeholders design effective communication strategies using digital platforms. The study reveals CAB themes as with Mask Wearing Issues and Employment Issues as relevant themes discussed on digital channels.

The themes extracted in the present study provide a roadmap for policy-makers and communication experts to utilize social media platforms for communicating and understanding the perception of preventive measures of vaccination and CAB. As evidenced by the increased engagement on social media platforms during the COVID-19-induced lockdown, digital platforms are indeed valuable from the communication perspective to be proactive in the event of a similar situation. Moreover, significant themes, including social media adaptivity, absence of knowledge-providing mechanism and perception of safety measures of the vaccine, are the critical parameters leading to an amplified effect on vaccine hesitancy.

The COVID-19 Vaccine Hesitancy Amplification Themes (CVHAT) equips stakeholders and government strategists with a preconfigured paradigm to tackle dedicated communication campaigns and assess digital community behavior during health emergencies COVID-19.

The increased acceptance of vaccines and the following of CAB decrease the advocacy of mutation of the virus and promote the healthy being of the people. As CAB has been mentioned as a preventive strategy against the COVID-19 pandemic, the research preposition promotes communication intervention which helps to mitigate future such pandemics. As developing, economies require effective communication strategies for vaccine acceptance and CAB, this study contributes to filling the gap using a digital environment.

Chan et al. (2020) recommended using social media platforms for public knowledge dissemination. The study observed that the value of a communication strategy is increased when communication happens using highly trusted and accessible channels such as Twitter and Facebook. With the preceding context, the present study is a novel approach to contribute toward digital communication strategies related to vaccination and CAB.

Waste can be converted to a high-value asset if treated properly with smart solutions. The purpose of this research is to identify critical barriers hindering smart waste management (SWM) implementation in developing economies using comparative analysis and a mixed-method approach. The objective of this work is to provide exhaustive insight including the smart cities projects to discuss the deferring parameters toward IoT-enabled waste management systems.

To accomplish the objective, the present study followed mixed-method approach consisting of two phases: In the first qualitative phase, barriers in the adoption of IoT (Internet of Things) for SWM were identified using extensive literature review and discussion with selected experts. In the second phase, the quantitative analysis using the Fuzzy DEMATEL (Decision-Making Trial and Evaluation Laboratory) method was performed on the selected barriers. The fuzzy DEMATEL methodology helps in prioritizing the most significant causal barrier by separating them into the cause-effect group. The comparative analysis was used to understand two different perceptions. To provide more detailed insight on the problems faced while implementing SWM in developing economies.

The results disclose that “Lack of government strict regulatory policies,” “Lack of proper financial planning” and “Lack of benchmarking processes” are the most critical causal barriers toward IoT-enabled SWM implementation that are hindering the vision of efficient and effective waste management system. Also, “Difficulty in implementing innovative technologies” and “Absence of Dynamic Scheduling and Routing” fall under the potential causal category. The effect barriers include “Lack of awareness among the community,” “Lack of source segregation and recycling commitment” and “Lack of service provider” as concluded in results considering the comparative analysis. The results can aid the policy-makers and stakeholders to identify the significant barriers toward a sustainable circular economy and mitigate them when implementing IoT-enable waste practices. Also, it assists to proactively build programs, policies, campaigns and other measures to attain a zero-waste economy.

The research is focused on the context of India but it provides new details which can be helpful for other developing economies to relate. The research addresses the call for studies from public-sector and citizen’s perspectives to understand the acknowledgment of SWM systems and critical success factors using qualitative and exploratory method analysis.

The practical implications of the study include strict regulatory policies and guidelines for SWM acceptance, proper financial administration and benchmarking waste-recycling practices (prominent causal barriers). The practical implication of the results includes assistance in smart city projects in handling barriers proactively. The “Lack of Benchmarking processes” provides a critical application to standardized recycling practices in developing economies to improve the quality of the recyclable material/product. The comparative analysis also provides in-depth reflection toward the causal barriers from both the perspective which can help the government and stakeholders to work in a unified manner and establish an efficient waste management system. The results also conclude the need for targeted training programs and workshops for field implementation of innovative technologies to overcome the causal barrier. Moreover, policy-makers should focus to improve source segregation and recycling practices and ensure dedicated communication campaigns like Swachh Bharat Abhiyan to change the behavioral functioning of the community regarding waste. Lastly, developing economies struggle with the adequacy of resources to establish SWM systems, hence the authors conclude that proper financial planning is required at the ground level for smart city projects to overcome the spillover effects.

The social implications of the study include a reduction in pollution and efficient handling of waste resulting in a healthier and cleaner environment using IoT technology. Also, the results assist decision-makers in developing economies like India to establish smart city projects initiatives effectively to improve the quality of life. It proposes to establish standardized recycling processes for the better quality of recyclables and help in attaining a sustainable circular economy.

The research is novel as it provides comprehensive and comparative information regarding the barriers deferring SWM including the field barriers. To our consideration, the present study serves the first to address the comparative analysis of barriers in IoT-enabled waste systems and establish the relationship from both the perspective in middle-lower income economies. The study also suggests that the effect barriers can be overcome automatically by mitigating the causal barriers in the long run.

The purpose of this study is to assess the quality of honey from different agro-climatic zones of Himachal Pradesh in terms of physicochemical characteristics and mineral status.

Three honey-producing locations were selected within each agro-climatic zone, honey sampled from four separate apiaries within each location and analyzed for physicochemical characteristics and mineral status using standard methodologies. The data were analyzed using one-way analysis of variance with one-way classification, after appropriate transformation through online OP-STAT software and MS Excel. The correlation coefficient (r) was also calculated. Principal component analysis was done using XL-STAT software.

The honey of Zone 4 had highest fructose (36.62%), F:G ratio (1.55), acidity (46.07 meq/kg), vitamin C (25.04 mg/100 g) and diastase (19.22 DN), whereas the pollen density (76,666.67 pollen grains per 10 g), pH (5.94), sucrose (6.94%), hydroxy methyl furfuraldehyde (70.20 mg/kg), amino acid (103.83 mg/100 g), phenols (77.39 mg/100 g), Ca (81.04 mg/kg) and K (354.17 mg/kg) were highest for Zone 2. Highest electrical conductivity (0.24 mS/cm), moisture (16.50 %), glucose (34.20%) and P content (62.93 mg/kg) were recorded for Zone 1. Correlation studies indicated a significant positive correlation between pH and EC; EC and moisture; colour and pollen density. Examining the graphical distribution of the honey samples, a natural separation between honeys of four different agro-climatic zones was obtained.

The impact of geographical/agro-climatic variations in physicochemical characteristics of honey has not been worked out under the present scenario in Himachal Pradesh.

This study aims to explore and analyze the application of blockchain technology (BKCT) in agrifood supply chain management (AFSM).

A systematic literature review (SLR) using Scopus, Emerald and Web of Science covering publications from 2016 to 2021 (till June). Out of 429 papers, 89 papers were shortlisted from journals based on citation analysis. The citation analysis was followed by a content analysis was for an in-depth analysis.

Regarding the application of BKCT in the agrifood supply chain, the study highlights the issue of food safety, traceability, transparency, eliminating intermediaries and integrating Internet of things (IoT) with BKCT as prominent applications in the agrifood sector. The study also uses the case of honey supply chain to use the explored applications in the agrifood sector and provides a traceability solution based on blockchain integrated with IoT. The challenges of BKCT as identified in the study are scalability, privacy, security, lack of regulations and lack of skills and training.

The review considers only academic papers obtained from specific databases with their relevance based on number of citations.

The study contributes to filling the existing research gap through this SLR on the application of BKCT in AFSCM. The content analysis further assists in exploring the benefits and challenges of BKCT in the agrifood sector. Thus, the academic articles selected aid in this process.

Strategic management.

Undergraduate, MBA, executive MBA.

The decision analysis case in the context of family-managed mid-market business of Vikas Spool Private Limited focuses on the efforts and challenges of a market leader in sustaining growth in a B2B industry, which has a derived demand. The case charts way to the historical foundation of India's largest spool manufacturer and captures the dilemma in comprehending the growth model in an industry stricken by low barriers to entry/exit, high bargaining power of customers and suppliers, high substitutes and intense global competition. The organization has to decide whether it needs to enter the rigid non-bottle household plastic packaging industry or not to achieve the targeted growth of INR 1 billion by 2015?

The case analysis aims to make students learn: the challenges in sustaining growth in a labor-intensive industry marked by low barriers to entry, low profit margins because of intensive competition, low economies of scale and no clear brand differentiation; how to negotiate a choice between intra industry participation; how a firm locked in an industry environment characterized by commoditization and intense competition should plot its growth path to retain market position; how to evaluate growth options based on financial implications and analysis.

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

The purpose of this paper is to clarify the intentions and behaviors of consumers of the Poland which recently puts emphasis on the promotion of organic food, healthy diet of its population and shows concern for the protection of natural environment. The conducted studies aim to identify types of products and determine motives that Polish adults take into consideration when buying organic food. The studies have been also conducted to indicate the most common barriers that appear when purchasing this type of products. The above-mentioned aims are carried out in the context of a level of education among consumers of organic food.

A diagnostic survey method with authors’ questionnaire was used in the studies to examine 3436 respondents from all over the Poland. The studies were conducted in 2015. After the use of construction and validation procedures, a five-point Likert scale was applied to measure the attitudes. An indicator of scale reliability was calculated where Cronbach’s α was 0.85. The education was a criterion that divided respondents into study groups.

The population was divided taking into account the place of residence: villages, towns up to 30 thousand inhabitants and towns over 30 thousand inhabitants. In the next stage of sample selection, respondents were proportionally divided according to their sex. Women constituted 51.3 percent, while men 48.7 percent. All respondents were of legal age. These methodological procedures allowed calculating a size of sample, where the level of confidence was set at 0.95, the estimated size fraction at 0.50 and the maximum error at 0.05.

There is a need for increased education on the importance of organic food and its influence on human health, especially among the young generation of Polish consumers. The conducted education should be aimed at encouraging producers and in particular sellers to promote sale of organic food in their stores, and thus to label it appropriately for easier identification by consumers. The barriers and motives presented in this paper which occur when buying organic food are identical to those that occur in developed and developing countries.

The study attempts to investigate the role of social media in spreading awareness regarding ayurvedic immunity boosters (AIB) and changes in diet. Further, the study examines the factors affecting the willingness to pay for ayurvedic immunity boosters (WPIB) during the pandemic and new normal situation with the moderating effect of the “fear of COVID-19 infection.”

The data were collected from millennials in two phases, i.e. the first phase (1 July–August 2021) with 300 respondents and a second phase with (June–August 2022) 257 respondents. An online questionnaire was shared with millennials using the snowball sampling technique. Descriptive statistics with SPSS and SmartPLS 4.0 software were applied to analyze the data.

The results found a variation in AIB content sharing on social media during 2021 and 2022. Results found that respondents reported significant changes in their lifestyle and diet, like consuming honey, khada, tulsi tea, etc. In 2021, health consciousness and trust significantly affected WPIB, whereas in 2022, only health consciousness was substantially affected. Fear of COVID-19 infection moderates the relationship between health consciousness, perceived fear and willingness to pay for ayurvedic products, whereas the effect on consumer preference and trust remains insignificant.

Results could help ayurvedic product manufacturing companies understand the consumers' mindset and the factors that stimulate consumers to buy these immunity boosters. Ayurvedic advertisers should design unambiguous messages that focus on health consciousness and have trustable components to encourage consumers to adopt a healthy lifestyle.

This is one of its kinds of studies that presents the contrasts of how the COVID-19 crisis has significantly changed individuals' dietary intake and affected lifestyle patterns.

Marketing Management, Product & Brand Management, Entrepreneurship.

This case can be taught effectively to MBA/BBA students as part of Marketing Management, Product & Brand Management, Entrepreneurship.

The case talks about the marketing mix strategy of India’s fastest growing fast moving consumer goods (FMCGs) brand Patanjali, with a tremendous revenue growth rate of 100 per cent for the past five years, leaving major FMCG companies insomniac. Patanjali Ayurved Limited riding on Baba Ramdev’s brand equity positioned itself as an authentic Ayurved brand with ancient Indian roots. Patanjali’s product line ranges from healthcare, personal care, home care, to food and more. Patanjali’s products were priced 10-40 per cent lower than that of its competitors. Run by franchisees, Patanjali had a three-tier distribution system. These included Patanjali Chikitsalayas which were franchise dispensaries and clinics along with doctors, Patanjali Arogya Kendra which were health and wellness centres and Swadeshi Kendra, non-medicine outlets. The company has 15,000 exclusive outlets across India and plans to grow to 1,00,000 exclusive outlets by 2020. Patanjali amazed the world by achieving phenomenal success without spending much on advertising in its nascent stage. Recently Patanjali adopted the multinational corporation (MNC) style of advertising by hiring two top advertising agencies McCann and DDB Mudra to prepare the company for the next phase of growth. Patanjali diversified into various segments of the market, ranging from FMCG products, Ayurvedic medicines, Ayurvedic hospitals and a medical college. Patanjali plans to enter various categories of products including the beauty products segment to compete with major MNCs, the baby care segment to compete with Johnson & Johnson, and the sports segment to compete with Nike and Adidas. Patanjali as a brand has a strong positioning in the minds of consumers as a natural and Ayurvedic brand. Will Patanjali’s foray into so many diversified segments lead to a brand extension trap and confused positioning? Because Patanjali as a brand, solely rides on Baba Ramdev’s image, if Baba Ramdev ever finds himself at the centre of a controversy, will Patanjali’s brand equity take a hit? Will it affect the brand Patanjali? Even if Baba Ramdev does not get into any controversy, what will happen to the brand Patanjali when Baba Ramdev is no more? Who should be the next face of Patanjali? Can the brand survive without a face?

The case is designed to enable students to understand the following key learning points: The concept of marketing mix. Product mix, Promotion mix branding (especially “Person as a Brand”), customer-based brand equity (CBBE) model or brand resonance pyramid.

Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

CSS 8: Marketing.

The discourse traverses the intricate landscape of the metaverse, exploring its evolution, intricacies, and the symbiotic integration of artificial intelligence (AI). The metaverse, a virtual realm where individuals interact with digital entities, burgeons from a decades-old concept to a contemporary reality, captivating attention with its immersive potential. The union of AI and the metaverse heralds unprecedented possibilities and challenges. It fuels personalized recommendations, realistic avatars, intelligent Non-Playable Character (NPCs), and predictive analytics. However, concerns loom, spanning addiction, privacy, and security, as users immerse themselves in virtual realms, potentially neglecting real-world responsibilities and sharing sensitive information has been discussed in this chapter. The narrative further delves into the metaverse's anatomy, delineating its infrastructure, hardware, software, content creation, and commerce. The integration of AI into metaverse security epitomizes a confluence of innovation and growth. Balancing the potential benefits and risks, stakeholders embark on a journey toward a secure, immersive digital realm. The discourse advocates for proactive and responsible AI usage, encompassing transparency, accountability, and trustworthiness. Regulatory frameworks and standards emerge as essential guardrails, protecting user privacy and forestalling AI misuse.

The present study aims to probe into the determinants of mobile wallet adoption by millennials with the assistance of extended technology acceptance model.

The data was collected from the students studying professional courses in leading private universities in the north region of India. Keeping in view of the objective and hypotheses, the Partial Least Square Structural Equation Modeling (PLS -SEM) technique was used to test the proposed model.

The tested model brings into notice the imperative observation, which clearly outlines that there are all significant relationships, which can be observed herein. To explicitly state: perceived ease of use (PEOU) has a significant positive relationship with the perceived usefulness followed by PEOU also shares a significant positive relationship with the behavioral intention, and lastly trust as a variable under study establishes a significant positive relationship with actual use (AU).

Implications for the banking industry are to ensure the safety and privacy (financial information) confidential.

The present study contributes to the literature of mobile wallet in the developing nations.