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The advent of mixed reality technologies in e-commerce presents marketers with numerous challenges in effectively harnessing these technologies to influence desired consumer behaviours. This paper explores the role of mixed reality in facilitating reality congruence, with the goal of enhancing e-service quality and fostering customer engagement. Through an exploration of the affordance actualization theory within the context of human–computer interaction frameworks, the study examines how mixed reality aligns virtual experiences with real-world perceptions, thereby improving service interactions and contributing to a more immersive and engaging customer experience.

A survey-based research methodology was utilized to examine the sample of 346 participants drawn from e-commerce users, focusing on the conceptual model delineating interrelations among various constructs. Data analysis was conducted employing both symmetric (structural equation model) and asymmetric analysis (fuzzy-set qualitative comparative analysis).

E-service quality assumes a central role in enhancing reality congruence, thereby facilitating the development of interconnected trait associations such as trust and commitment, which are conducive to customer engagement. Additionally, the findings confirm the validity of the conceptual model through fsQCA analysis, indicating that reality congruence and trust collectively serve as robust predictors of customer engagement. However, it is noteworthy that reality congruence alone does not offer significant predictive insights into customer engagement outcomes.

Based on the findings, reality congruence, supported by mixed reality (MR), is essential for e-commerce service providers to induce customer engagement. The practical implications of this study suggest the need for e-commerce service providers and integrative technology designers to engage customers in a digitally connected and intensively competitive era.

Examining the phenomenon of user experience in a mixed reality virtual shopping environment to enhance engagement in centennial consumers is an original approach.

The purpose of this study is to investigate the scope of the addition of seaweed powders for the development of low-salt and fibre-enriched pork nuggets.

Three different seaweeds, namely, Kappaphycus alvarezii, Ulva lactuca and Sargassum tenerrimum, were incorporated separately at 3%, 4% and 5% levels to develop low-salt and fibre-enriched pork nuggets. A total of nine treatments (T1–T9) were compared the following incorporation of different percentages of seaweed powder, alongside a control. All the samples were investigated for physico-chemical parameters (pH, cooking yield and emulsion stability), proximate composition, colour, texture profile analysis and sensory characteristics.

With the incorporation of seaweed powders, the level of salt to be added was reduced in the formulation. All the treatments had higher (p = 0.05) cooking yield (%) and emulsion stability (%) than the control, along with an increase (p = 0.05) in total dietary fibre (TDF), irrespective of the type of seaweed added. Incorporation of seaweed significantly (p = 0.05) increased the hardness and chewiness of the products. On sensory analysis, out of all the treatments, T2 was found to have the highest scores in terms of various sensory attributes and was also found comparable to control. The study shows that based on physicochemical, proximate and sensory properties, out of all the tried levels, 4% Kappaphycus alvarezii powder can be incorporated for the development of low-salt and fibre-enriched pork nuggets.

The study highlighted the use of seaweeds as a functional ingredient in development of low-salt, fibre-enriched pork nuggets. It would result in improving yield and key nutritional and sensory attributes with a simultaneous decrease in the level of salt to be added in processing. Further, it would also provide an opportunity to use underutilized nutrient sources, i.e. seaweeds, which will also help in an overall reduction of the cost of developed products.

The technology for developing pork nuggets using seaweed powders is simple and can be easily adopted by small-scale entrepreneurs and processors. The product developed in his study can have a wider consumer base in terms of superior functionality.

Research on the development of low-salt, fibre-enriched pork nuggets incorporating seaweed powders is very limited. Utilization of seaweeds in meat product formulations represents a promising and innovative approach, aimed at enhancing nutritional profiles while maintaining desirable textural and sensory characteristics. This novel area of study leverages unique functional characteristics of seaweeds, such as high fibre content and natural mineral richness, to create healthier products, which is in consonance with the UN Sustainable Development Goal of Good health and well-being. Exploring the potential of seaweeds aligns with the growing demand for functional meat products alongside addressing consumers’ preference for products with lower sodium content without compromising sensory quality.

Jammu and Kashmir known for its scenic beauty, serene environment and bountifulness has been a witness to turbulent events starting from 1989, when the simmering volcano of infused hatred from across the border against India, and discriminatory practices of the politicians resulted in mistrust; and the demand for azadi (independence) was made through Kalashnikovs, grenades and bombs, kidnappings, mass demonstrations and other means of groundbreaking violence. To declare Kashmir an Islamic state, the militants spread fear amongst Kashmiri Pandits (KPs), the original Hindu inhabitants of Kashmir, through newspaper advertisements and pamphlets ordering them to leave Kashmir or face death. KPs initially resisted exodus. They looked for every possible way to avoid abandoning the place where their families had roots and their ancestors were consigned to flame. The present research paper will examine Rahul Pandita's narrative Our Moon Has Blood Clots to underscore the violence of KPs being thrown out of their homes, dangling between the status of ‘migrant KP’, ‘refugee KP’, ‘displaced KP’ to ‘reckon with the loss and gain of place, we (may) discover through the force of interpretation, forms of absence – of pain, of fear, of guilt, of desire’ (Kapur 47) to highlight the psyche of KPs in terms of resistance and survival, trauma and victimhood, struggle and survival.

Media has been crucial to development of economic, political, social, and cultural spheres at the local, national, and global levels. Media through different means has remained not only the source of information and entertainment but it has been able to produce and disseminate information, ideas, beliefs, values, ways of thinking, and narratives which can help us to understand and follow the socio-cultural happenings around the world. In India, television along with internet has become the main source of social media. In fact, television is the most powerful source of social media which covers both urban areas and rural areas. Approximately 47.2 per cent of population in India has access to television. Many researchers are of the opinion that television advertisements present idealized images of appropriate behavior and role for women, making television advertisement an important factor that shapes desired and appropriate behaviors and roles of each sex in developing nations. Some studies mention that changing portrayal of women in advertisements has been the result of increased number of educated women working outside the home. In contrast, entrepreneurs recognize that consumption is related to the creation and production of sense of self. The greater is an association with the sense of self, the greater will be the capacity to buy products for consumption. This paper posits that media, and especially television programs, promote images that appeal to traditional gender role to support economic enterprise of sale of traditional women’s apparel.

Building on the content of papers of this volume, this final section asks the key question of whether, after prolonged discussions undertaken for almost half of the century by major world-scale institutions and numerous governments, gender equality is found in todays’ countries, communities, and families across the world. It attempts to delineate whether some researchers are correct stating that great gender equality across the world was achieved since the 1970s at job opportunities, family relations, education, and social position of women in comparison to men. Or whether others are correct showing that women contribute significantly more time to working hours and perform more societal duties while spending less time on rest than men. Finally, whether governments and policy makers created gender-sensitive policies and programs that aim at enhancement and protection of women’s rights, economic empowerment and improvement of women’s well-being, and hence citizens of the global world embrace gender equality in everyday practices. In conclusion, we propose potential policies that could build a better, more equal world for future generations.

This paper aims to highlight the damage suffered by the prominent libraries of Kashmir during September 2014 floods. The work provide an insight about the response and recovery measures being taken during and after the floods respectively in ten prominent libraries of Jammu & Kashmir [six Academic libraries (S.P. College Library, Women’s College Library, Govt. Degree College Library – Bemina, Amar Singh College Library, Gandhi Memorial College Library and College of Education Library); three Special libraries (J&K Academy of Art, Culture & Languages Library – Srinagar, Govt. Medical College Library – Srinagar and J&K High Court Library) and one Public library (Sri Pratap Singh library)].

A variety of data collection tools and techniques such as interview, questionnaire, observation, etc., were used to collect the data. The collected data have been tabulated and analyzed to derive meaningful conclusions and findings as per the set objectives of the study.

The results reveal that although libraries in Kashmir are prone to disasters like floods; yet, none of the library seems to be prepared to bear or cope such a disaster. The findings provide a gloomy picture of libraries when it comes to the measures being taken by these libraries during and after the floods to protect their resources. The paper highlights the inefficiency and incapability of libraries (in terms of disaster management) by finding that most of the libraries are without a disaster response and recovery plan as well as a disaster response and recovery team. The study recommends that some tangible measures if taken can save precious resources hosted in libraries.

The current study can help the stakeholders to chalk out scientific and systematic policy and plans for library and information centers that can be executed with minimum of fuss and anarchy.

The study offers working knowledge to library professional on ground for effective management of assets and resources in pre- and post-disaster scenario.

The aim of this paper is to explore issues of cultural identity of the people of Baltistan and any challenges they face in the nation state of Pakistan.

The paper uses a postcolonial lens to offer a review and synthesis of issues of cultural identity of the Balti people of Pakistan.

The review demonstrates how the historical and socio‐political context is intertwined with the Balti people's cultural identity which remains hybrid as well as contextual in its construction. It reveals that while the state of Pakistan has been able to assert its control over the Balti people and the region of Baltistan predominantly through military means, the critical issues of cultural pluralism and the basic human rights of the Balti people have remained generally ignored throughout the 63 years since partition.

The contentions offered in this paper need to be refined through in‐depth empirical studies. Future scholars may wish to examine the class and cultural politics at work in the emerging renaissance movement in Baltistan. Scholars may also examine how the lack of economic development and investment in Baltistan may be forcing the Balti people to resign (at least some elements of) their cultural identity to seek employment in urban areas of Pakistan.

The paper brings to the fore issues of cultural identity of the people of Baltistan, which have – to a large extent – remained ignored by Pakistan as well as internationally.

This study aims to examine sociodemographic characteristics, levels and patterns of mortality experiences amongst Indian prisoners over the past two decades (1998–2018).

This study used prison statistics in India to analyze occupancy rate, percentage distribution, annual/decadal change, male–to–female ratios, prison mortality rate and causes of natural/unnatural deaths.

During 1998–2018, prisons in India grew by 18% and prisoners by 69%, leading to overcrowded jails. Males outnumbered female prisoners. Seventy percent of prisoners had an educational attainment level lower than 10th grade. In 2018, over 14 per 1,000 prisoners suffered from a mental illness and 384 per 100,000 died. Unnatural deaths accounted for 8%–11% of all prisoner deaths; 84% were by suicide. Illness accounted for 95% of all natural deaths in 2018; one–quarter was due to heart diseases.

The study did not establish an association between sociodemographic characteristics with mental illness and mortality due to the non-availability of data.

The pattern of a deteriorating living environment, rise in mental illnesses and mortality among Indian prisoners calls for immediate action from the authorities to protect them. Almost all unnatural deaths were by suicide (mostly by hanging). This detailed study would help authorities to take corrective measures for prisoner safety and well-being. There is also a need to develop a scientific database for this population.

To the best of the authors’ knowledge, this is the first study to examine morbidity and mortality experiences of the prisoner population using national statistics.