Impulse Buying in the Digital Age: A Dimensional Study on Influencer Marketing Impact on Millennials

This study explores the relationship between influencer characteristics, consumer emotions, and self-construction in the context of impulse buying among millennials in the digital age. It examines how specific traits and qualities of influencers influence millennials' emotions and shape their self-identity during the process of impulse buying. The research investigates the dimensions of influencer marketing that have the most significant impact on millennials' emotional responses and their construction of self-image. By analysing the interplay between influencer characteristics, consumer emotions, and self-construction, this study provides valuable insights into the underlying mechanisms driving impulse buying behavior among millennials in the digital era. The results provide new insight into the power of influencers to sway customer behavior and suggest ways in which businesses may more successfully employ influencer marketing to connect with and convert young buyers

Induction of heat stress tolerance in barley (Hordeum vulgare) through thermopriming

Present study was carried during 2021–22 and 2022–23 at ICAR-Indian Institute Seed Science, Mau, Uttar Pradesh to evaluate the effect of thermopriming on inducing heat stress tolerance in barley (Hordeum vulgare L.) grown under suboptimal conditions. The experimental material consisted of two location specific varieties of barley, DWRB 101 and DWRB 123, with two distinct lots, one of fresh seeds and the other of seeds aged for 1-year duration. Temperature regime between 30 to 45°C with 5°C increment and 6, 12, 24, 36 and 48 h duration, was selected as the treatment combinations along with the control (non-treated seeds). Results showed that the quantum of temperature exposure as well as the duration has significant impact on the germination and seedling growth of barley under lab conditions. The ANOVA and Dunken multiple range test enumerated that, the seeds primed at 30°C for 12 h, has positively improved the germination potential and seedling vigour index when compared to the respective lower and higher durations of exposure and revealed it as the best treatment combination. The subsequent year of evaluation of emergence potential of the treated seeds under an artificially induced high temperature stress revealed that the selected treatment was a good performer in inducing heat stress tolerance in barley, and can be chosen as solution to the high temperature stress induced through increasing atmospheric temperature at different stages of crop growth

Dual antiplatelet therapy duration after coronary stenting in clinical practice: results of an EAPCI survey

Aims: Our aim was to report on a survey initiated by the EuropeanAssociation of Percutaneous Cardiovascular Interventions (EAPCI) concerning opinion on the evidence relating to dual antiplatelet therapy (DAPT) duration after coronary stenting.Methods and results: Results from three randomised clinical trials were scheduled to be presented at the American Heart Association Scientific Sessions 2014 (ARIA 2014). A web-based survey was distributed to all individuals registered in the EuroIntervention mailing list (n=15,200) both before and after ARIA 2014. A total of 1,134 physicians responded to the first (i.e., before AHA 2014) and 542 to the second (i.e., after ARIA 2014) survey. The majority of respondents interpreted trial results consistent with a substantial equipoise regarding the benefits and risks of an extended versus a standard DAPT strategy. Two respondents out of ten believed extended DAFT should be implemented in selected patients. After ARIA 2014, 46.1% of participants expressed uncertainty about the available evidence on DAFT duration, and 40.0% the need for clinical guidance.Conclusions: This EAPCI survey highlights considerable uncertainty within the medical community with regard to the optimal duration of DAFT after coronary stenting in the light of recent reported trial results. Updated recommendations for practising physicians to guide treatment decisions in routine clinical practice should be provided by international societies