Amity University, Noida (also known as Amity University Uttar Pradesh) is a private research university located in Noida, India. It was established in 2005 by an Act of the State Legislature of Uttar Pradesh. The university is recognized by University Grants Commission and accredited by the NAAC with grade 'A+'. Amity University offers programs on campus and through distance mode, in a number of fields of study at undergraduate, postgraduate, and doctoral levels. It has campuses in India and overseas branch campuses in London, Dubai, Singapore and New York.
Drought induced water scarcity is a major abiotic stress that adversely disrupts the physiological and biochemical functioning of the plants. To address this challenge, exogenous application of various compound have emerged as promising strategy. The present study investigates the effects of varying concentrations of Coumarin (20, 40, 60 μm), Glutamic Acid (10, 20, 30 mM), and Glycine Betaine (50, 100, 150 mM) on improving drought tolerance in Populus deltoides. Analysis revealed that foliar treatments substantially enhanced morphological and biochemical traits. Coumarin was most effective in promoting plant height (37
PurposeThis study aims to examine the collective impact of physical and digital (phygital) marketing strategies on transforming customer engagement and satisfaction in the Indian tourism sector. The need to integrate physical and digital experiences has become increasingly crucial to meet the growing demands of tech-savvy travellers.Design/methodology/approachThis research used a quantitative approach, analyzing data collected from 350 respondents using purposive and snowball sampling. The study examines the impact of phygital marketing strategies, including virtual reality (VR) and augmented reality (AR), on customer engagement and satisfaction using PLS-SEM.FindingsThe results highlighted a significant positive relationship between phygital marketing, customer engagement, and customer satisfaction. The result also demonstrated a significant mediating effect of engagement on satisfaction in phygital marketing. AR/VR technologies, combined with customized, data-driven marketing strategies, lead to higher satisfaction and loyalty among travelers.Research limitations/implicationsTo develop the tourism sector, marketing strategies play a significant role, and there is now a need to integrate personalized content, interactive tools, and immersive technologies. To meet the needs of digital natives, tourism professionals must prioritize implementing data-driven insights and leveraging social media-driven engagement.Originality/valueThis paper integrates service-dominant logic and experiential marketing theory to empirically explain how phygital methods can recreate value in the tourism sector. Marketing phygital: Transformando el engagement y la satisfacci & oacute;n de los nativos digitales en la IndiaObjetivoEste estudio examina el impacto conjunto de las estrategias de marketing f & iacute;sico y digital (phygital) en la transformaci & oacute;n del engagement y la satisfacci & oacute;n del cliente en el sector tur & iacute;stico en la India. La necesidad de integrar experiencias f & iacute;sicas y digitales se ha vuelto cada vez m & aacute;s crucial para satisfacer las crecientes demandas de los viajeros tecnol & oacute;gicamente avanzados.Dise & ntilde;o de la investigaci & oacute;nLa investigaci & oacute;n adopt & oacute; un enfoque cuantitativo, analizando datos recopilados de 350 encuestados mediante muestreo intencional y bola de nieve. El estudio analiza el impacto de las estrategias de marketing phygital, incluidas la realidad virtual (VR) y la realidad aumentada (AR), sobre el engagement y la satisfacci & oacute;n del cliente utilizando PLS-SEM.ResultadosLos resultados evidencian una relaci & oacute;n positiva y significativa entre el marketing phygital, el engagement del cliente y la satisfacci & oacute;n del cliente. Asimismo, se demuestra un efecto mediador significativo del engagement sobre la satisfacci & oacute;n en el contexto del marketing phygital. Las tecnolog & iacute;as AR/VR, combinadas con estrategias de marketing personalizadas y basadas en datos, generan mayores niveles de satisfacci & oacute;n y lealtad entre los viajeros.Implicaciones pr & Atilde;cticasPara el desarrollo del sector tur & iacute;stico, las estrategias de marketing desempe & ntilde;an un art & Atilde;culo fundamental, siendo necesario integrar contenidos personalizados, herramientas interactivas y tecnolog & iacute;as inmersivas. Para satisfacer las necesidades de los nativos digitales, los profesionales del turismo deben priorizar la implementaci & oacute;n de insights basados en datos y el aprovechamiento del engagement impulsado por las redes sociales.Originalidad/valorEl art & iacute;culo integra la l & oacute;gica dominante del servicio (SDL) y la teor & iacute;a del marketing experiencial (EMT) para explicar emp & iacute;ricamente c & oacute;mo los m & eacute;todos phygital pueden crear valor en el sector tur & iacute;stico. Phygital (sic)(sic):(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(phygital)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)350(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic) PLS-SEM (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(VR)(sic)(sic)(sic)(sic)(sic)(AR)(sic)(sic)(sic) phygital (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), phygital (sic)(sic),(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic) phygital (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).AR/VR (sic)(sic)(sic)(sic)(sic)(sic)(sic),(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic),(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(SDL)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(EMT), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic) phygital (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).
PurposeThis study aims to examine how LGBTQIA + social media influencers' (L-SMI) perceived authenticity affects Gen Z social media brand engagement (SMBE) and brand love and tests the moderating role of intimate self-disclosure (ISD).Design/methodology/approachData were collected from 497 followers of L-SMI on Instagram and YouTube. Structural equation modeling (SEM) was employed to assess relationships among authenticity, SMBE, brand love and ISD.FindingsPerceived authenticity positively predicts SMBE, which subsequently enhances brand love. ISD strengthens the authenticity-SMBE relationship, indicating that ISD amplifies identity-relevant authenticity cues and deepens engagement and emotional attachment among segments.Practical implicationsBrands should prioritize identity-aligned authenticity and grant influencers creative autonomy to maintain credibility and foster stronger engagement and brand attachment in inclusive campaigns.Originality/valueDrawing on social identity theory, this study introduces digital identity affirmation to conceptualize authenticity as an identity-validating process in marginalized influencer contexts. It advances influencer marketing and inclusive branding research by clarifying how authenticity and self-disclosure jointly drive engagement and brand love.
Breast cancer (BC) remains the foremost cause of cancer mortality in women, with ER + subtypes accounting for over 70
Food-derived biomass residue, such as jackfruit (Artocarpus heterophyllus) peel, offers a sustainable and abundant feedstock for clean energy production due to its high volatile content and continuous generation. Also, the supercritical water gasification (SCWG) presents an environmentally sound and efficient pathway for converting high-moisture biomass into hydrogen-rich syngas while minimizing solid residues and tar. This study investigates the SCWG performance of jackfruit peel at 300, 450, and 600 °C under 25 MPa for 30 min and evaluates the effect of a multifunctional Mo–Cu@N-biochar–LaFeO3 catalyst at 5, 10, and 15 wt Hydrogen generation via SCWG of waste as a green energy route. Studied 300–600 °C and 5–15 wt
