Role of Social Media Influencer’s Credibility in Consumer’s Purchase Decisions

The use of social media influencers by the companies to promote their products is constantly on the rise since the last decades. Influencers on social media have replaced the celebrities from cinema or sports and now they are the flagbearer of influence. Social media influencers are someone who give character to the consumer’s judgments and shape their attitude regarding a brand or product through their posts in the form of photos, videos and other updates on social media platforms. The present study was conducted to identify the role of social media influencer’s (SMI) credibility in consumer purchase decisions. A structured questionnaire was used to collect the data of 123 respondents from Delhi/NCR. Multiple Regression analysis in SPSS was used to analyze the results. The findings revealed that the attributes of credibility i.e. information value and entertainment value of the branded content shared by SMIs have significant effects on followers

Community Participation and Sustainable Livelihoods: A Study on Watershed Management in Odisha

Agriculture is an important source of livelihood for millions of population in rural areas of India. In this country, nearly 60 percent of the population depends on agriculture. According to the Population Census (2011), approximately 18.20 crore of the population are engaged in agriculture as cultivators and agricultural workers. In India, out of the total land, approximately 195 million hectares are used for cultivation from which around 63 percent is rain fed. Globally, India’s position is first in rainfed agriculture in terms of both extent and value of production and is responsible for 65 to 70 per cent of the staple food in the country. Rainfed agriculture provides about 55 percent of rice, 91 percent coarse grains, 90 per cent pulses, 85 per cent oilseeds and 65 percent cotton. The Government of India has taken up macro- and micro-irrigation projects to improve the agricultural productivity in rainfed agriculture areas. But the over-pumping of water for irrigational purposes and other uses has resulted in decreasing of the groundwater level. Even the green revolution that has improved agricultural productivity in India had little impact on rainfed agriculture. In rainfed regions, agricultural productivity is low, natural resources are degraded and the people increasingly are poor. In the wake of depleting water, soil and other natural resources, the idea of watershed project comes as a relief to rainfed agriculture. Agricultural scientists and planners aimed to promote rainfed agriculture through Watershed Development Programme (WSDP). Among many proposed solutions for the improvement of rainfed areas, development through watershed projects has emerged as the best strategy. Watershed is an area from which all water drains to a common point. It is an attractive unit for technical development to manage water and soil for production and conservation of natural resources. To explore the potentiality of the rainfed agriculture, WSDP is implemented with the involvement of the local community. Up to now massive investments have been made in this regard but real evidences of success and failures of the community participation are still lacking. Under this background, the present study has been carried out in two micro-watersheds located in Balangir district of western Odisha. Broadly, the objectives of the study are to figure out the level of community participation, factors affecting the participation, conflict resolution and impact of watershed on livelihoods. The sociological and anthropological techniques are used to fulfil the objectives of the present study. The key findings of the study show that community participation varies at different levels of watershed implementation. The empirical results of the study show that in both the watersheds, most of the people who attended the watershed meetings or involved in the watershed activities are educated, rich and farmers doing the crops in Rabi season. The participation of illiterates, old persons, women groups and poor farmers are very rare. The participation of landless, marginal and women are quite less because of lack of awareness and non-closeness with the PIA. But, the scenario has changed in the planning and implementation phase. The marginal, landless, and women groups those who mostly work as labourers are encouraged to participate as their labour contribution was needed to form the watershed structures. In post-implementation phase of watershed project the transformation took place. Those who have the ability (in terms of labour, money and materials) to maintain the watershed physical structure, participated more, irrespective of their caste and land holding size. The post-implementation scenario in NGO implemented watershed shows that while around 50 percent beneficiaries participated in watershed management, it is not uniform in case of all the communities and land holding groups. The landless (30%) and marginal communities (35%) who really need water for their livelihoods take less interest to participate. The women participation is very minimal that is 20 percent. In case of GO implemented watershed it is 20 percent, 25 percent and 10 percent respectively for landless, marginal and women beneficiaries. It is observed that in the NGO implemented watershed, the management of watershed assets and community participation are quite better in comparison to the GO implemented watershed. This is because of the creation of proper awareness; smooth functioning of the Watershed Committee (WC), Self-Help Groups (SHGs), Watershed Association (WA) and other grass root level institutions. The levels of participation in either of the NGO and GO implemented watershed areas are not satisfactory, because of some socio-cultural, economic, institutional and physical, technical factors. However, the NGO implemented watershed performed comparatively well. In this regard, several variables are identified for determining the reasons for non-participation. The factor and regression analysis reveals that economic factor plays a significant role in the community participation. The main reason attributed for this is that the economic activities are directly linked to the livelihood, poverty, employment, short term and long term benefit. The second highest factor that has influenced the participation is socio-cultural followed by the institutional and physical-technical factors. As mentioned earlier, the participation is highly infused in the social system, which can be a probable reason for the relevance of the social-cultural factor. The institutional factors have a very mild impact as well as physical and technical factors also have a minor impact on overall participation. It is observed that in both GO and NGO watersheds, Brahmins and upper caste people had power and social prestige that gave them an upper hand in the use of watershed resources. The traditional type of authority helped in maintaining harmony in the village before the introduction of the watershed and there were very less chances of conflict. After the implementation of the watershed, the role and functions of traditional authority has changed. The unequal distribution of watershed resource caused conflict between the watershed beneficiaries. However, the idea behind the watershed guideline is that ‘let the beneficiaries resolve their disputes by themselves’ which are yet to be realised. It is found in the study areas that the watershed project has improved all the capital assets, but it was not felt vividly by the farmers of all castes and communities. As a result, along with the sustainability, the problem of inequality remained a problem. The marginal farmers did not get many benefits due to the inability to invest, lack of participation in watershed activities, lack of awareness, inadequate training, lack of knowledge of market fair price. The NGO implemented watershed has a moderate impact on the entire livelihood capital assets while the low quality of water harvesting structures constructed in GO implemented watershed, affected the sustainability of all the capitals assets. Though, the watershed project has a good impact on rural livelihood; the sustainability of this has become a pressing question

Gender Inequality and Racial Discrimination: A Study of Marlon James’ Literary Landscapes with Special Reference to Sustainable Development Goals

This research paper explores the intricate relationship between gender roles and discrimination as depicted in the literary works of Marlon James, a prominent contemporary author whose narratives often dissect complex social issues. Grounded in the context of Sustainable Development Goal 5 (SDG 5) - Gender Equality, this study investigates how James' literary landscapes mirror and illuminate the multifaceted dimensions of gender-based discrimination. By employing a qualitative analysis of selected novels, including A Brief History of Seven Killings and The Book of Night Women, this research discerns the ways in which gender roles and stereotypes perpetuate discrimination and inequality, impeding the realization of SDG 5. This study underscores the importance of literature as a tool for raising awareness and fostering dialogue on gender-related issues. By drawing connections between Marlon James’ narratives and the global pursuit of gender equality, this research elucidates the potential for literature to drive social change and inspire action towards achieving SDG 5. Within this context, the present research embarks on a meticulous exploration of Marlon James’ literary terrain, with a particular focus on his portrayal of women characters. By aligning the principles and objectives of SDG 5 with the nuanced depictions of gender roles and discrimination within Marlon James’ narratives, this study uncovers implications that resonate deeply with the aspirations of sustainable development. By scrutinizing the experiences of women characters within his narratives, this study illuminates the potential for literature to reflect, critique, and inspire action towards the achievement of gender equality and the broader goals of sustainable development. Ultimately, the goal is to create a world where women and girls have equal opportunities, rights, and protections, and where gender-based discrimination and violence are eradicated

Abundance and foraging behaviour of major insect pollinators on seed crop of broccol (Brassica oleracea L. var. italica Plenck) LPH-1

The studies were carried out at the Vegetable Research Farm, CCS Haryana Agricultural University, Hisar during 2013-2014. The main aim of the study was good seed setting and it is done by bee pollination which improves the yield and quality of crops. The results shows revealed that Apis mellifera (5.96) was the most abundant visitor and highly significant over A. florea (4.46), syrphid fly (2.97), A.dorsata (2.62) and A.cerana (1.66) visitor. Irrespective of species, abundance of bees was the lowest at 0700-0900 h (0.73 bees/m2/5 minutes) and the highest at 1100-1300 h (6.29 bees/m2/5 minutes). The result of foraging speed, maximum for A. florea (37.44) and highly significant over followed by A. dorsata (5.24), A. mellifera (4.52 ), A. cerana (3.58) and syrphid fly (2.67). The result of foraging rate, maximum for syrphid fly (17.42) and highly significant over A. cerana (10.27), A. mellifera (10.00), A. dorsata (7.77) and A. florea ( 1.71). Due to bee pollination, seed set in caged condition was very less as compared to uncaged condition and quality of seeds was also good in uncaged condition

Seasonal abundance and bio-efficacy of different insecticides against castor semilooper on castor

The present study was conducted at Chaudhary Charan Singh Haryana Agricultural University, Hisar, Regional Research Station, Bawal, Haryana (India). The larvae of castor semilooper remain active from 30th standard weeks to 47th standard weeks. The maximum larval population was recorded on the 32th standard week (6.1 larvae per plant) and 38th standard meteorological weeks (6.2 larvae per plant) due the high rainfall, 158 and 120 mm, during these weeks, respectively. Correlation indicates that minimum temperature, evening relative humidity and rainfall exhibited a positive relationship (r- 0.588, 0.577 and 0.650) with the larval population. Bio-efficacy of four insecticides with different doses was tested against A. janata infesting castor crop. One day after spraying thiodicarb @ 468 g proved best toxicant followed by thiodicarb @ 375 g, deltamethrin @ 11.2 g, deltamethrin @ 10.5 g, quinalphos @ 250 g, quinalphos @ 200 g, novaluron @ 100 g and novaluron @ 75 g. At three days after spraying, it was found that novaluron @ 100 g was the most effective followed by novaluron @ 75 g, thiodicarb @ 468 g, deltamethrin @ 11.2 g, thiodicarb @ 375 g, deltamethrin @ 10.5 g, quinalphos @ 250 g and quinalphos @ 200 g. At seven days after spraying novaluron @ 100 g proved to be best toxicant followed by novaluron @ 75 g, thiodicarb @ 468 g, thiodicarb @ 375 g, deltamethrin @ 11.2 g, deltamethrin @ 10.5 g, quinalphos @ 250 g and quinalphos @ 200 g. Novaluron 100 g was the overall most effective with 75.97 mean per cent reduction in larval population

Multicriteria Oppositional-Learnt Dragonfly Resource-Optimized QoS Driven Channel Selection for CRNs, Journal of Telecommunications and Information Technology, 2022, nr 4

Cognitive radio networks (CRNs) allow their users to achieve adequate QoS while communicating. The major concern related to CRN is linked to guaranteeing free channel selection to secondary users (SUs) in order to maintain the network’s throughput. Many techniques have been designed in the literature for channel selection in CRNs, but the throughput of the network has not been enhanced yet. Here, an efficient technique, known as multicriteria oppositional-learnt dragonfly resource optimized QoS-driven channel selection (MOLDRO-QoSDCS) is proposed to select the best available channel with the expected QoS metrics. The MOLDRO-QoSDCS technique is designed to improve energy efficiency and throughput, simultaneously reducing the sensing time. By relying on oppositional-learnt multiobjective dragonfly optimization, the optimal available channel is selected depending on signal-to-noise ratio, power consumption, and spectrum utilization. In the optimization process, the population of the available channels is initialized. Then, using multiple criteria, the fitness function is determined and the available channel with the best resource availability is selected. Using the selected optimal channel, data transmission is effectively performed to increase the network’s throughput and to minimize the sensing time. The simulated outputs obtained with the use of Matlab are compared with conventional algorithms in order to verify the performance of the solution. The MOLDRO-QoSDCS technique performs better than other methods in terms of throughput, sensing time, and energy efficiency

Ovicidal activity of three insect growth regulators against Aedes and Culex mosquitoes

a b s t r a c t Interspecific variations in the susceptibility of freshly and embryonated eggs of Aedes albopictus, Ae. aegypti, Ae. atropalpus and Culex pipiens were tested against three classes of insect growth regulators (IGRs) including ecdysone agonist (azadirachtin), chitin synthesis inhibitor (diflubenzuron) and juvenile hormone analog (pyriproxyfen) at 0.001, 0.01, 0.1 and 1.0 ppm concentrations. Egg hatching inhibition was dose dependent, the highest being at 1.0 ppm concentration for freshly laid eggs of Ae. albopictus (pyriproxyfen: 80.6%, azadirachtin: 42.9% and diflubenzuron: 35.8%). Aedes aegypti showed lower egg hatching inhibition when exposed to pyriproxyfen (47.3%), azadirachtin (15.7%) and diflubenzuron (25.5%). Freshly laid eggs of Cx. pipiens were most susceptible to diflubenzuron. Aedes atropalpus eggs were tolerant to all three classes of IGRs. Embryonated eggs of Ae. albopictus, Ae. aegypti, Ae. atropalpus and Cx. pipiens were resistant to pyriproxyfen, azadirachtin and diflubenzuron than freshly laid eggs. The median desiccation time (DT 50 ) of Ae. atropalpus eggs was maximum (5.1 h) as compared to Ae. aegypti (4.9 h), Ae. albopictus (3.9 h) or Cx. pipiens (1.7 h) eggs. Insignificant relationship between the rates of desiccation and egg hatching inhibition suggests other factors than physical providing eggs the ability to tolerate exposures to various IGRs. Egg hatching inhibition was due to the alteration in embryonic development caused by IGRs. Changes in the egg shell morphology and abnormal egg hatching from the side of the egg wall instead of operculum, was observed at higher concentrations of diflubenzuron. Morphological and physiological variations in eggs may be the key factor to influence the ovicidal efficacy of IGRs. The present data provide a base line for the improvement of the ovicidal efficacy of the insecticide and its formulation

Molecular characterization of bread wheat (Triticum aestivum) genotypes using SSR markers

An experiment was conducted during winter (rabi) seasons of 2019–20 and 2020–21 at the research farm of CCS Haryana Agricultural University to study the genetic diversity of 80 bread wheat (Triticum aestivum L.) genotypes, using 43 polymorphic SSR markers. A total of 84 alleles were discovered, with an average of 3 alleles amplified per locus. The average value of the allelic PIC varied from 0.26 to 0.82. Primers, viz. Xgwm 129, Xgwm 131, TaGST, CFA2147, Xwmc48, Xbarc 1165 and Xwmc169 may be deemed particularly informative given their high PIC values. Indices of dissimilarity varied from 0.14 to 0.42. Eighty wheat genotypes were clustered into two main groups with 35 and 45 genotypes each using the dendrogram constructed on the basis of molecular data of polymorphic markers. Using STRUCTURE, genotypes were classified into 4 major sub-populations having Fst values 0.351, 0.363, 0.508 and 0.313, respectively. Future breeding operations in wheat cultivars for tolerance to abiotic stress should consider genotypes clustering into different groups. Assessing the molecular genetic diversity is a reliable approach to identify cultivars by analyzing of specific regions of the cultivars DNA based on their unique genetic profiles

The Role of Vitamin D in the Restriction of the Progress and Severity of COVID-19 Infection

SARS-CoV-2 has affected socio-economic activity in every country around the world since its outbreak began in 2019. 3.5 million people have died worldwide as of now, including 3.2 lakh in India. The cytokine storm significantly contributes to COVID mortality. To put it simply, the virus causes an uncontrolled release of cytokines, which results in severe inflammation, multi-organ failure, and death. Vitamin D was discovered to be a significant risk factor for cytokine storm in COVID patients. Numerous studies have demonstrated that those with deficient serum vitamin D levels have a significant mortality rate. The current understanding of the role of vitamin D in immune modulation in the innate and adaptive immune systems and how this may relate to COVID-19 is discussed in this article. Additionally, we evaluated the most recent clinical information about vitamin D deficiency, cytokine storm, and COVID-19 mortality