Exploring the Perceptions of Generations X, Y and Z about Online Platforms and Digital Marketing Activities – A Focus-Group Discussion Based Study

Purpose: This study analyzes the perceptions and attitudes of GenX, GenY and GenZ towards online platforms and digital marketing activities.   Theoretical framework: This study is qualitative in nature and data were collected from three separate focus group discussions, one each among generations X, Y and Z. Secondary data sources like previous research articles, internet sources and books were referred.   Design/methodology/approach: This article is intended to get insights regarding the online platforms and digital marketing consumption patterns to understand the perceptions and attitudes of GenX, GenY and GenZ towards various online platforms. Group discussion was conducted among all generations with pre-planned questions prepared by the researcher; participants were from researcher’s personal and professional network. From transcripts were prepared and information regarding their perceptions on digital marketing and online platforms were obtained and thematic analysis was done using NVivo. Ten themes and sub-themes were identified from the chart presented through Nvivo.   Findings: The perceptions of three generations regarding online platforms and digital marketing activities differ significantly as GenX are digital migrants, GenY are digital natives and GenZ are mobile natives.   Research, Practical & Social implications: The emergence of internet and digitalization has forced companies to concentrate more on online platforms and digital marketing avenues. Different generations’ interest, traits, perceptions, habits, etc differ and hence there is a need to analyze and understand the perceptions of different generational cohorts for businesses to develop an effective digital marketing strategy. This study would pave the way for more studies and researches which would benefit both academics and industry.   Originality/value: This study would help to understand the perceptions of different generational cohorts for businesses to develop an effective digital marketing strategy.

ALLIUM SATIVUM LINN. CONTAINS LINEAR ALKYLBENZENE SULFONATES THAT ALTER MEMBRANE FLUIDITY FOR THE INHIBITION OF MYCOBACTERIUM TUBERCULOSIS H37RA

  Objectives: The purpose of the study is to characterize antimycobacterial phytoconstituent from ethyl acetate extract of dried bulbs of Allium sativum Linn. (Alliaceae) and elucidating the probable mode of action of the bioactive molecule.Methods: Serial extraction, Mycobacterium tuberculosis assay by agar well diffusion method, minimal inhibitory concentration by microplate alamar blue assay, Fourier transform infrared (FT-IR), nuclear magnetic resonance (NMR) spectroscopy, liquid chromatography (LC)-electrospray ionization (ESI)-mass spectrometry (MS)/MS, cell leakage assay, scanning electron microscopy (SEM), inhibition property of linear alkylbenzene sulfonate (LAS) in the presence of rifampicin on M. tuberculosis were performed.Results: Ethyl acetate extract displayed significant inhibition properties against M. tuberculosis H37Ra (MTCC 300). Subsequently, the bioactivity-guided fractionation was employed to purify the phytochemical. Analysis of FT-IR, LC-MS (ESI), 1H, and13C-NMR spectrum revealed that the bioactive phytochemicals are the variants of LAS, with C12-alkyl being predominant, and the minimum inhibitory concentration was found to be 5.56 μg/ml. Morphological examination by SEM and cell leakage assay indicated that these molecules change the membrane fluidity.Conclusion: The results thus suggest the possibility of using low concentrations of LAS to effect changes in membrane fluidity, thereby enhancing the efficacy of antibiotic treatment

Allium sativum linn. contains linear alkylbenzene sulfonates that alter membrane fluidity for the inhibition of Mycobacterium tuberculosis H37RA

Objectives: The purpose of the study is to characterize antimycobacterial phytoconstituent from ethyl acetate extract of dried bulbs of Allium sativum Linn. (Alliaceae) and elucidating the probable mode of action of the bioactive molecule. Methods: Serial extraction, Mycobacterium tuberculosis assay by agar well diffusion method, minimal inhibitory concentration by microplate alamar blue assay, Fourier Transform Infrared (FT-IR), Nuclear Magnetic Resonance (NMR) spectroscopy, Liquid Chromatography (LC)-electrospray ionization (ESI)-mass spectrometry (MS)/MS, cell leakage assay, Scanning Electron Microscopy (SEM), inhibition property of Linear Alkylbenzene Sulfonate (LAS) in the presence of rifampicin on M. tuberculosis were performed. Results: Ethyl acetate extract displayed significant inhibition properties against M. tuberculosis H37Ra (MTCC 300). Subsequently, the bioactivity-guided fractionation was employed to purify the phytochemical. Analysis of FT-IR, LC-MS (ESI), 1H and 13C-NMR spectrum revealed that the bioactive phytochemicals are the variants of LAS, with C12-alkyl being predominant, and the minimum inhibitory concentration was found to be 5.56 μg/ml. Morphological examination by SEM and cell leakage assay indicated that these molecules change the membrane fluidity. Conclusion: The results thus suggest the possibility of using low concentrations of LAS to effect changes in membrane fluidity, thereby enhancing the efficacy of antibiotic treatment

Genomic instability and tumor-specific alterations in oral squamous cell carcinomas assessed by inter- (simple sequence repeat) PCR

Purpose: Genomic instability plays a major role in the genesis and progression of tumors, and in the evolution of tumor heterogeneity. To determine the role of genomic instability in the genesis and progression of oral cancer, we assessed the extent of genomic alterations in oral squamous cell carcinomas (OSCCs). Experimental Design: We used the recently developed inter-(simple sequence repeat) PCR technique to quantitate genomic instability using matched tumor and normal OSCC samples (n = 25). The inter-repeat region bands of similar molecular size observed to be altered in more than one case were sequenced and analyzed to identify probable OSSC-associated specific genetic lesions. Results: Of the four base-anchored, dinucleotide repeat-based primers used for the study, the most informative profile in OSCCs was generated by the (CA)8RG primer. Measurement of genomic instability index using the (CA)8RG primer revealed a high incidence of genomic instability in OSCCs. No significant correlation between the extent of alterations and stage or location of the tumor was observed. Sequencing analysis of the altered bands revealed gains/losses in several chromosomal regions. Of the matched tumor and corresponding normal tissue DNA studied, hitherto unreported losses were seen in 11p15 and 17q25 chromosomal regions. Sequencing of some of the tumor-specific altered regions indicated that they code for regions of UDP-GalNAc and hRAD 17 genes, which were lost (deleted) in oral cancer. Conclusions: Our results indicate that the extent of genomic instability in OSCC is not correlated to the tumor stage or location. For the first time, we have shown that chromosomal alterations detected by inter-(simple sequence repeat) PCR could be correlated to genes associated with cancer development

Fama-French Three Factors Model in Indian Mutual Fund Market

Tax Saving Mutual Fund Schemes were established with the objective of inviting Indian Tax assessees into the stock market-oriented investment. Tax saving mutual fund is an avenue which offers an investor the opportunity to avail tax exemption on investment along with diversified risk and market-related return. All Tax Saving Mutual Fund Schemes have same the objective but each scheme differs in returns produced and risks involved. The mutual fund performance is based on the performance of market and there is no assurance on return of mutual fund investments. As such, an analysis have been made in this paper to measure the performance of Indian Mutual funds market by using Fama French three factor model. In particular, 32 growth-oriented open-ended Tax Saving Mutual Fund Schemes have been taken for the study. The performance of the TSMF has been compared with the market benchmark S&P CNX Nifty. It is found that there is a difference between expected return and actual return of mutual funds. It is also found that there are certain mutual fund schemes have underperformed than the market benchmark. Not all the mutual fund schemes are safe and secured. It is the responsibility of the investors to find the better performing funds

SYNTHESIS, CHARACTERIZATION AND ANTIMICROBIAL EVALUATION OF POLYESTERAMIDE RESIN FROM MORINGA OLEIFERA SEED OIL (MOSO) FOR SURFACE COATING APPLICATION

This paper describes the antimicrobial and corrosion inhibitive properties of synthesized polyesteramide resin from Moringa oleifera seed oil (MOSO). N,N'-bis (2-hydroxyethyl) Moringa oleifera oil fatty amide (HEMA) was synthesized via aminolysis from MOSO. The fatty amide obtained from aminolysis (HEMA) undergoes polycondensation reaction with adipic acid to form polyesteramide (MOPEA). The synthesized polyesteramide resin was characterized by Fourier transform infrared spectroscopy (FTIR), proton nuclear magnetic resonance (1H NMR), Carbon 13 nuclear magnetic resonance (13C NMR) spectroscopic analyses and thermogravimetric analysis (TGA). Selected physico-chemical parameters of MOSO, HEMA and MOPEA were examined. Coating performance, thermal stability and antimicrobial properties of the cured resin (MOPEA) were evaluated

The Sec1/Munc18 protein Vps45 regulates cellular levels of its SNARE binding partners Tlg2 and Snc2 in Saccharomyces cerevisiae

Intracellular membrane trafficking pathways must be tightly regulated to ensure proper functioning of all eukaryotic cells. Central to membrane trafficking is the formation of specific SNARE (soluble N-ethylmeleimide-sensitive factor attachment protein receptor) complexes between proteins on opposing lipid bilayers. The Sec1/Munc18 (SM) family of proteins play an essential role in SNARE-mediated membrane fusion, and like the SNAREs are conserved through evolution from yeast to humans. The SM protein Vps45 is required for the formation of yeast endosomal SNARE complexes and is thus essential for traffic through the endosomal system. Here we report that, in addition to its role in regulating SNARE complex assembly, Vps45 regulates cellular levels of its SNARE binding partners: the syntaxin Tlg2 and the v-SNARE Snc2: Cells lacking Vps45 have reduced cellular levels of Tlg2 and Snc2; and elevation of Vps45 levels results in concomitant increases in the levels of both Tlg2 and Snc2. As well as regulating traffic through the endosomal system, the Snc v-SNAREs are also required for exocytosis. Unlike most vps mutants, cells lacking Vps45 display multiple growth phenotypes. Here we report that these can be reversed by selectively restoring Snc2 levels in vps45 mutant cells. Our data indicate that as well as functioning as part of the machinery that controls SNARE complex assembly, Vps45 also plays a key role in determining the levels of its cognate SNARE proteins; another key factor in regulation of membrane traffic

Campylobacter jejuni genotypes are associated with post-infection irritable bowel syndrome in humans

Campylobacter enterocolitis may lead to post-infection irritable bowel syndrome (PI-IBS) and while some C. jejuni strains are more likely than others to cause human disease, genomic and virulence characteristics promoting PI-IBS development remain uncharacterized. We combined pangenome-wide association studies and phenotypic assays to compare C. jejuni isolates from patients who developed PI-IBS with those who did not. We show that variation in bacterial stress response (Cj0145_phoX), adhesion protein (Cj0628_CapA), and core biosynthetic pathway genes (biotin: Cj0308_bioD; purine: Cj0514_purQ; isoprenoid: Cj0894c_ispH) were associated with PI-IBS development. In vitro assays demonstrated greater adhesion, invasion, IL-8 and TNFα secretion on colonocytes with PI-IBS compared to PI-no-IBS strains. A risk-score for PI-IBS development was generated using 22 genomic markers, four of which were from Cj1631c, a putative heme oxidase gene linked to virulence. Our finding that specific Campylobacter genotypes confer greater in vitro virulence and increased risk of PI-IBS has potential to improve understanding of the complex host-pathogen interactions underlying this condition

Elicitation of resistance and associated defense responses in Trichoderma hamatum induced protection against pearl millet downy mildew pathogen

Endophytic Trichoderma hamatum UoM 13 isolated from pearl millet roots was evaluated for its efficiency to suppress downy mildew disease. Under laboratory conditions, T. hamatum seed treatment significantly enhanced pearl millet seed germination and seedling vigor. T. hamatum seed treatment resulted in systemic and durable immunity against pearl millet downy mildew disease under greenhouse and field conditions. T. hamatum treated seedlings responded to downy mildew infection with high lignification and callose deposition. Analysis of defense enzymes showed that T. hamatum treatment significantly enhanced the activities of glucanase, peroxidase, phenylalanine ammonia-lyase, and polyphenol oxidase in comparison to untreated control. RT-PCR analysis revealed differentially expressed transcripts of the defense enzymes and PR-proteins in treated, untreated, and checks, wherein PR-1, PR-5, and cell wall defense HRGPs were significantly over expressed in treated seedlings as against their lower expression in controls. T. hamatum treatment significantly stimulated endogenous salicylic acid (SA) levels and significantly upregulated important SA biosynthesis gene isochorismate synthase. The results indicated that T. hamatum UoM13 treatment induces resistance corresponding to significant over expression of endogenous SA, important defense enzymes, PR-proteins, and HRGPs, suggesting that SA biosynthetic pathway is involved in pearl millet for mounting systemic immunity against downy mildew pathogen