Volume 13 | Issue 6 |

 Abstract

This study investigates the influence of digital marketing on consumer purchase behavior and customer perception, with a focused case study. Through surveys and statistical tools such as ANOVA, chi-square, and rank analysis, the research highlights how digital strategies like SEO, social media, and influencer marketing affect consumer decisions. Findings suggest that clarity in marketing messages and transparency significantly shape customer perception. The study concludes with actionable strategies to overcome implementation challenges and leverage digital trends for sustained business growth.

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Creative Commons Attribution 4.0 and The Open Definition

 Keywords

This study investigates the influence of digital marketing on consumer purchase behavior and customer perception, with a focused case study. Through surveys and statistical tools such as ANOVA, chi-square, and rank analysis, the research highlights how digital strategies like SEO, social media, and influencer marketing affect consumer decisions. Findings suggest that clarity in marketing messages and transparency significantly shape customer perception. The study concludes with actionable strate

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Creative Commons Attribution 4.0 and The Open Definition

 Abstract

The paper titled "The impact of E-business on traditional business environment-A study in the Barak valley of Assam" explores the transformative effects of e-business on traditional retail environments, particularly in the Barak Valley region. It highlights the significant challenges faced by offline retailers as consumer preferences shift towards online purchasing, resulting in decreased foot traffic in physical stores. The study emphasizes the advantages of e-business, such as cost and time efficiency for both consumers and sellers, while also addressing the security concerns associated with online transactions .The research methodology employed in this study provides a robust framework for understanding the implications of e-business on traditional enterprises, although it acknowledges limitations related to the rapidly changing nature of e-business technologies and the specific geographic focus of the study . The findings aim to assist offline retailers in navigating the current challenges posed by e-business, offering insights into potential strategies for adaptation and survival in a competitive market Overall, this study contributes to the existing literature by shedding light on the current state of traditional businesses in the context of an evolving e-business landscape, particularly in the aftermath of the pandemic It serves as a valuable resource for stakeholders seeking to understand the dynamics between e-business and traditional retail, ultimately aiming to enhance customer satisfaction and improve service delivery in the offline market

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Creative Commons Attribution 4.0 and The Open Definition

 Keywords

E- Business, Traditional Business Environment, Barak Valley

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Creative Commons Attribution 4.0 and The Open Definition

 Abstract

Himachal Pradesh is known for its breathtaking natural beauty, rich cultural heritage, agreeable climate, verdant forests, and immaculate rivers. It gives the state a great deal of ecotourism potential. Simply said, ecotourism is the practice of visiting natural regions with the utmost care and without causing harm to the environment. It provides socioeconomic development for nearby towns with an emphasis on community development. Because ecotourism gives visitors the opportunity to interact with locals and fully immerse themselves in the environment, it is preferred by tourists who want a really unique experience. As a sustainable tourist strategy that prioritizes community development and environmental preservation, ecotourism has grown in popularity. The environment of the mountainous state of Himachal Pradesh is delicate. On the one hand, ecotourism provides prospects for growth, while on the other, it offers a sustainable kind of tourism. Through a survey of the literature, this research seeks to clarify the potential, difficulties, and opportunities of ecotourism in Himachal Pradesh. The state has promise for adventure, cultural, and nature-based ecotourism. To make sure that the benefits stay in the host community and don't spread to other areas or states, it is crucial to use this potential very carefully.

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Creative Commons Attribution 4.0 and The Open Definition

 Keywords

Ecotourism, Prospects, Culture, Nature-Based, Potential and Challenges

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Creative Commons Attribution 4.0 and The Open Definition

 Abstract

The increasingly popular use of YouTube for entertainment, educational purposes, and social interaction has brought about changes in adolescents' behaviors and emotional states. The present study focuses on the psychological and behavioral effects of excessive YouTube use among early teens from Karandighi Block of North Dinajpur, West Bengal. Based on a mixed-method design, combined questionnaires, interviews and psychometric tests, this study finds that excessive YouTube use is associated with mood swings, social avoidance, imitation, and poor sleeping patterns among teenagers. The study also highlights the gendered aspects of preferred content and related behavior. The results underline the importance of digital literacy, parent supervising, and balanced screen time regulations.

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Creative Commons Attribution 4.0 and The Open Definition

 Keywords

YouTube, Teenagers, Mood Swings, Behaviour Change, Digital Consumption.

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Creative Commons Attribution 4.0 and The Open Definition

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In the aftermath of large-scale crises--whether historical or contemporary--literature becomes a powerful space to record, remember, and reimagine trauma. This paper explores trauma as a literary theme through a comparative analysis of Toni Morrison's Beloved and Ling Ma's Severance. Both novels, although written in different cultural and temporal contexts, examine how individuals and communities attempt to survive the invisible wounds inflicted by slavery and pandemics. Drawing from trauma theory, particularly the ideas of Cathy Caruth and Dominick LaCapra, and this study explores how memory, silence, and disassociation are key indicators of unresolved trauma. In Beloved, Morrison focuses on the haunting legacy of slavery, where Sethe's personal history becomes a site of collective racial memory. In contrast, Severance engages with the trauma of a global pandemic, where the protagonist Candace drifts through an eerily empty world, representing emotional numbness in modern capitalist society. The paper argues that while Morrison's novel engages with generational trauma rooted in historical injustice, Ma's work addresses contemporary anxieties shaped by disconnection, routine, and crisis fatigue. Despite their differences, both narratives foreground the psychological scars that outlive the event itself, stressing the urgent need for healing, community, and remembrance. Through this comparative lens, the paper demonstrates that literature remains a critical medium for articulating unspeakable pain, thus affirming the resilience of the human spirit amidst social and existential disruptions.

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Creative Commons Attribution 4.0 and The Open Definition

 Keywords

Trauma, space, global pandemic, existential disruptions.

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Creative Commons Attribution 4.0 and The Open Definition

 Abstract

Licence: creative commons attribution 4.0

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Creative Commons Attribution 4.0 and The Open Definition

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Engine, Nanofluid, Radiator

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Creative Commons Attribution 4.0 and The Open Definition

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Refractive errors are one of the most common ocular conditions seen in children worldwide, affecting their academic performance and quality of life. The increasing prevalence of these disorders due to digital exposure, poor dietary habits, and lack of outdoor activities necessitates the exploration of holistic treatment approaches. Ayurveda, with its well-established ocular therapies like Anjana and Tarpana, provides valuable interventions in the management and prevention of visual impairments. This review explores the Ayurvedic understanding of refractive errors through classical texts and examines the role of Anjana and Tarpana in pediatric ocular care. Classical and contemporary literature have been reviewed to highlight therapeutic potentials and suggest integrative approaches for early intervention.

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Creative Commons Attribution 4.0 and The Open Definition

 Keywords

Refractive errors, Myopia, Hypermetropia, Anjana, Tarpana

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Creative Commons Attribution 4.0 and The Open Definition

 Abstract

Gender inequality in professional education remains a critical issue in India despite notable progress in general educational access. While girls' enrollment in primary and secondary education has improved, significant disparities persist in professional courses such as engineering, medicine, law and management. This paper examines the current trends, causes and consequences of gender inequality in professional education in India. It also assesses governmental and institutional efforts and offers recommendations to foster a more inclusive and equitable educational ecosystem.

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Creative Commons Attribution 4.0 and The Open Definition

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Keywords: Education, Enrollment, Inequality, Professional, Women.

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Creative Commons Attribution 4.0 and The Open Definition

 Abstract

Licence: creative commons attribution 4.0

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Creative Commons Attribution 4.0 and The Open Definition

 Keywords

Feminist revisionism, Goddess, Inclusivity, Mythology, Resistance

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Creative Commons Attribution 4.0 and The Open Definition

 Abstract

This study aims to find the Effectiveness of lower limb plyometric exercise along with neuromuscular drill training on selected physical performance in recreational female kho kho players. A total 12 subjects from female gender who were aged between 18- 30 years. Purposively assigned to intervention group. Duration was intervention 4 days per week for 8 weeks.15meter sprint test,Zig zag test and sit up test was used to measured the outcome.The result of the study showed that there was a significant improvement in speed,agility and strength.This study concludes that plyometric training along with neuromuscular training can be better tool for training Kho Kho players.

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Creative Commons Attribution 4.0 and The Open Definition

 Keywords

Agility, KhoKhoplayers, Neuromuscular drill training, Plyometric exercise, Speed.

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Creative Commons Attribution 4.0 and The Open Definition