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It is important to measure the interaction between conversing in social media and searching on the web in order to understand the impact on electronic word-of-mouth marketing. The paper aims to discuss this issue.

The authors research the relationship between social media conversing and web searching concerning brands on three major social soundtrack platforms (Instagram, Twitter, and Tumblr) and on a major web search engine (Google). The authors examine the effects of changes in both volume and attitude of conversing and volume of searching for two phases (Pre and Post) concerning brands in commercials aired during Super Bowl XLIX. The authors perform Granger causality testing and panel data regression analysis to determine the causal relationship between social media conversing and web searching.

Results show that volume and attitude of social media conversing has a significant causality relationship to the volume of web searching. Each unit increase of volume on Twitter, Instagram, and Tumblr significantly increases Google search volume for the same brands by 4.7 times, 11.9 times, and 8.7 times, respectively. Each unit increase of attitude score on Twitter significantly increases web search volume 3.96 times, while for Tumblr, search volume significantly increases 0.95 times with each unit. Interestingly, search volume also has a significant causality relationship on the volume of social media postings.

This research seeks to understand the commercial impacts of the interaction among broadcast advertising, social media conversing, and web searching for which there is limited prior work, especially in the context of a major media event.

Ranking and grading of architectural heritage (AH) are common for the conservation process. Decision-makers are often intuitively made decisions for the selection of the AH. However, on many occasions, these decisions are not transparent and sometimes focused only on a few aspects of the AH.

A transparent and robust methodology must be adopted to select and manage AH for the present and future generations. Selecting the list of parameters that are affecting the AH, and assessing their significance can strengthen the holistic assessment. From the literature, parameters and dimensions are identified for the evaluation of AH and its application for Odishan temple architecture (OTA). For minimizing biasedness associated with assessment, the research considered the opinion of experts, researchers and various stakeholders. For objective decision-making, the Delphi, the analytical hierarchy process (AHP) and the technique for order preference by similarity to ideal solutions (TOPSIS) methods were adopted.

Later, by observing the dimension-wise ranks and comparing the obtained grading of OTA with the existing state of protection, it was found that some temples, though having higher values with distinct dimension, lack significantly in other dimensions. However, for unbiased evaluation, all the possible dimensions should be considered. This methodology will also be useful for other decision-making processes concerning the same.

This research is limited to the OTA. However, this methodology can be adopted by changing the definitions of the parameters according to the contextual needs.

This methodology may be helpful for the further policy-making process for the conservation and management of such AH.

To date, OTA is not graded through such a methodology. Also, limited studies are found in similar line worldwide.

Is India backing out from its commitment to No First Use (NFU) of nuclear weapons (NWs)? It was a highly debated issue in newspapers and electronic media in August 2019. What triggered this question? In this chapter, I intend to, after explaining significance of NWs in Indian defence strategy and nuclear doctrine that includes Indian commitment to NFU of NWs, answer the two questions raised in reverse order briefly.

This essay seeks to extend the original gambit of this forum, of thinking possible modes of postcolonial sociology, unto a more relational terrain. It takes as its point of departure the vexed status of history in sociology and the hermeneutic suspicion of comparison in postcolonial theory. Any potential rapprochement between postcolonial theory and sociology must engage with the deeply incongruent status of history and comparison across these fields. I attempt to bridge this divide historically by revisiting an anti-imperial internationalist sociology forged in interwar colonial India. I seek thereby to show what Pierre Bourdieu called a “particular case of the possible” and to participate in ongoing efforts to “provincialize” sociology.