Business model of IPL: Role of product placement in creating it as a brand /
Product Placement is a new innovative and modern form of advertising and promotional mechanism in which the marketers brand their goods by placing it in sports & entertainment programs. Brand Placement when collaborated with a well respected athlete or is strategically placed on the field at a game has helped many brands draw much needed exposure to their product offerings. The modes of product placement have transformed over the years, from the traditional practice of inserting ten or thirty seconds commercials to direct placement of the brand during live game or match intervals. Brand placement has the power to persuade a consumer or to strengthen the loyalty towards a brand.
Master of Arts in Media and Communication Studies
Impact of COVID-19 and Social Distancing Measures on Married Women: A Qualitative Enquiry
Considering the World Health Organizations declaration of COVID-19 as a pandemic, governments worldwide implemented lockdowns and social distancing measures to contain the spread. Despite these critical measures, the pandemic exacerbated gender inequality, particularly impacting women. With schools and workplaces closed and heightened concerns for family members health, women shouldered increased family responsibilities, leading to numerous physical and psychological health challenges. Married women, in particular, faced amplified burdens. This study aims to delve into the experiences of married women during the pandemic. Twenty married women within the age range of 2245 years residing in the northern part of India were telephonically interviewed about their experiences during the COVID-19-induced lockdown. The interviews recordings were transcribed manually and analysed using thematic content analysis. The emerging themes -emotional and psychological impact, social impact, workload impact, and coping mechanisms -shed light on both the positive and negative outcomes of the pandemic. The results revealed that both working and non-working married women encountered emotional, psychological, and social challenges such as anxiety, social isolation, increased intimacy, and workfamily conflict due to heightened domestic responsibilities resulting from the confinement of each family member at home. However, women reported that habituation and forced adjustments became their primary coping mechanisms. 2025 selection and editorial matter, Shalini Mittal, Tushar Singh, Harleen Kaur, Rahul Varma, Sreeja Das, Yogesh Kumar Arya, Sunil K. Verma, Shivantika Sharad, Divya Bhanot, Udisha Merwal, Aishwarya Jaiswal, Benkat Krishna Bharti, and Bhawna Tushir.
Mittal, Shalini; Singh, Tushar; Kaur, Harleen; Varma, Rahul; Das, Sreeja; Arya, Yogesh Kumar; Verma, Sunil K.; Sharad, Shivantika; Bhanot, Divya; Merwal, Udisha; Jaiswal, Aishwarya; Bharti, Benkat Krishna; Tushir, Bhawna
Mental, Emotional, and Behavioural Health Needs of Specific Populations following COVID- 19 in India: Findings from Qualitative and Quantitative Studies;pp.43-60
Restricted Access; Hardcopy may be available in the library
https://doi.org/10.4324/9781003517313-4 https://www.scopus.com/pages/publications/86000064999?origin=resultslist
Mittal S., School of Liberal Arts, Bennett University, India; Singh T., National Academy of Psychology, India; Kaur H., Department of Psychology, Banaras Hindu University, India; Varma R.; Das S., Amity University Rajasthan, Jaipur, India; Arya Y.K., Department of Psychology, Banaras Hindu University, Varanasi, India; Verma S.K., Vivekananda College, Delhi University, India; Sharad S., Vivekananda College, University of Delhi, India; Bhanot D., Department of Applied Psychology, Ramanujan College, University of Delhi, India; Merwal U., Thompson Rivers University, Canada; Jaiswal A., Mercer Mettl, India; Bharti B.K., Vivekanand College, University of Delhi, India; Tushir B., Christ University, Delhi-NCR, India
Spectrometric Analysis of Decrease in Sodium Dodecyl Sulfate (SDS) Concentration by Klebsiella Species Using the Stains-All Dye
anionic surfactant; bacterial biodegradation; detergent-degrading bacteria; SDS degradation; Stains-all, carbocyanine dye
Abstract: Sodium dodecyl sulfate (SDS)-degrading bacteria were isolated from soil and water samples from multiple locations using basal media with 0.05% SDS as the only carbon source. The bacteria were identified using 16S rRNA sequencing and deposited in the NCBI database with specific accession numbers and strain name. There were six bacteria iidentified as Klebsiella variicola MSK86, Klebsiella sp. MSK86, K. quasipneumoniae MSK86, and three K. pneumoniae strains, MSK86, MSK25, and NET12. The potential for decrease in SDS concentration by the bacteria was assessed using Stains-all. The SDS standard graph was plotted with different SDS concentration of 0 to 0.06%. The SDS-Stains-all complex exhibited a peak with maximum absorbance at 440 nm. The absorbance of the bacteria-inoculated samples was monitored at 440 nm on every 24 h until the sixth day of incubation. The decrease in concentration of SDS in the medium on day 6 of incubation by K. pneumoniae MSK86, K. variicola MSK86, and Klebsiella sp. MSK86 was found to be 86, 84, and 84%, respectively. K. pneumoniae NET12 demonstrated 76% of decrease. K. pneumoniae MSK25 and K.quasipneumoniae MSK86 were able to survive in the SDS medium, with decrease of 20 and 40%, respectively. The focus of this investigation was finding bacteria that can breakdown SDS, that may contribute to the decrease in the amount of detergent pollution in water. Pleiades Publishing, Ltd. 2025.
Microbiology (Russian Federation);Volume;94;Issue;1;pp.128-133
https://doi.org/10.1134/S0026261724606419 https://www.scopus.com/pages/publications/85219586966?origin=resultslist
Mittu Koshy, Department of Life Sciences, CHRIST (Deemed To Be University), Bangalore, 560029, India; Biljo V. Joseph, Department of Life Sciences, CHRIST (Deemed To Be University), Bangalore, 560029, India
Rise of Populism in Northeast India: A Case of Assam
Assam; economic constraints; ethnic politics; marginalization; Northeast India; populism
A blend of historical and contemporary forces has shaped populism in India. The Congress governments shortcomings (20042014), marked by dynastic politics and corruption, paved the way for the rise of populism, particularly under the Bharatiya Janata Party (BJP), which capitalized on anti?elite sentiment. Narendra Modis leadership, characterized by Hindu nationalism and a development agenda, has significantly altered Indias political landscape. This study focuses on the rise of populism in Northeast India, specifically in Assam, where populist movements and leaders have increasingly influenced the socio?political environment. It explores the socio?economic conditions and identity politics that have driven the growth of populist ideologies, often leading to the marginalization of ethnic minorities. By analyzing key political events, movements, and policies, the research seeks to uncover the root causes of populism in Assam and its impact on democracy, social cohesion, and regional stability. Employing a qualitative methodology that includes political speeches, media analysis, and empirical evidence, the study examines how political leaders in Assam have mobilized regional and ethnic sentiments for electoral gains, further exacerbating ethnic marginalization. The article aims to understand the catalysts and consequences of populist governance in Assam, offering insights into the broader trend of populism in Northeast India and its future trajectory. 2024 by the author(s).
https://doi.org/10.17645/si.8546 https://www.scopus.com/inward/record.uri?eid=2-s2.0-85211935089&doi=10.17645%2fsi.8546&partnerID=40&md5=0e84c26b025363375729d0d21b34e2a0
Mochahary R., Department of International Studies, Political Science and History, Christ University, India; Loung Nathan K.K., Department of International Studies, Political Science and History, Christ University, India
Voices of Elders: The Evolution of the Bodo Movement Through the Student Union and the Rebel Group in Assam, Northeast India
Mochahary, Rakesh; Chacko Chennattuserry, Joseph; Nathan KK, Loung; Anne Liwanag, Leslie
Peace Review;Volume;37;Issue;1;pp.194-199
https://doi.org/10.1080/10402659.2024.2432943 https://www.scopus.com/pages/publications/85210505447?origin=resultslist
Mochahary R., Department of International Studies, Political Science and History, Christ (Deemed to be University), Bengaluru, India; Chacko Chennattuserry J., Department of International Studies, Political Science and History, Christ (Deemed to be University), Bengaluru, India; Nathan KK L., Department of International Studies, Political Science and History, Christ (Deemed to be University), Bengaluru, India; Anne Liwanag L., Leslie Anne Liwanag is at the School of Innovation and Sustainability, De La Salle University, Laguna, Philippines
Mamaearth: from a mothers dilemma to a multi-crore brand
Brand management; Digital marketing; E-commerce; Marketing
Learning outcomes: The case study has several objectives: to gauge the evaluation of the direct-to-consumer industry in the economy of India, to analyse the competition of the brands, to ascertain the evolution of smaller direct-to-consumer (DTC) brands on the purchasing capacity of consumers, to analyse challenges in branding in Tier 2 and 3 cities and to evaluate the strategic branding decisions of Mamaearth. Case overview/synopsis: During her pregnancy, Ghazal Alagh and her husband Varun Alagh, the co-founders of Mamaearth, were looking for some good and natural products for their babys skincare. However, she could not find products that were 100% safe. Hence, as a concerned mother, she started using a few hands-on home remedies for her baby, which were 100% organic, and then the idea clicked to her to start a baby care brand named Mamaearth, which later also included personal care products. The company started as a DTC/internet-first brand in 2016, which only used to sell products online without any intermediaries when it was still trying to make its way in the market and was aware of the stiff competition by giants such as Hindustan Unilever and Proctor & Gamble, who were ruling the market for decades. When the COVID-19 pandemic hit, the market saw a shift in consumer buying patterns. There was greater use of e-commerce touch points for shopping, as various digital platforms such as the official site of products, social media and mobile platforms were used by consumers during the pandemic, leading to digitalization in buying and digitalization of consumer shopping journey. These technology platforms were expected to play a substantial role in reaching and creating consumer awareness, transaction and retention post-COVID according to reports by Deloitte 2020. Moreover, such a shift in behaviour amidst the COVID-19 pandemic shot up sales of this DTC brand and made itself the big shot it is today, where they were looking to get into an initial public offering in just seven years of its launch. They re-evaluated their strategy, which helped them become the biggest brand in no time. Complexity academic level: This case study is suitable for Doctor of Philosophy students. Supplementary material: Teaching notes are available for educators only. Subject code: CSS 8: Marketing. 2023, Emerald Publishing Limited.
Emerald Emerging Markets Case Studies, Vol-13, No. 4, pp. 1-28.
https://doi.org/10.1108/EEMCS-03-2023-0089 https://www.scopus.com/inward/record.uri?eid=2-s2.0-85179306108&doi=10.1108%2fEEMCS-03-2023-0089&partnerID=40&md5=ac2ba59ffb9cbc3d8dd88d15ee737c5d
Modi S., School of Business and Management, CHRIST (Deemed to be) University, Bangalore, India; Balaji V., School of Business and Management, CHRIST (Deemed to be) University, Bangalore, India
Marketing odyssey for a digitally native brand: a case study of Sunbird Straws
Advertising; Branding; Digital marketing; Digital marketing; Direct marketing; E-commerce; Global trend in marketing; Internet marketing; Return on ads spent (ROAS); Sustainable marketing; Sustainable straws
Research methodology: The case study incorporated a combination of primary and secondary data collection approach. The authors interviewed Dr Varghese, the co-founder of Sunbird Straws and the protagonist in this case study. In addition, secondary data was obtained from various sources such as newspaper articles, journal publications and company reports. Case overview/synopsis: On a rosy and vibrant morning in 2017, Dr Saji Varghese, a professor at Christ University in Bangalore, stumbled upon a curved coconut leaf on the campus resembling a straw. This sparked his motivation to transform coconut leaves into a natural straw, prompting him to initiate experiments with coconut leaves in his kitchen. The process of boiling and straining leaves became his method for crafting an eco-friendly straw. After numerous attempts, he successfully produced straws from coconut leaves, introducing a distinctive and creative concept incubated at IIM Bangalore. These unique straws, crafted by Varghese, prioritised environmental friendliness and were also crafted entirely from biodegradable materials, free from harmful chemicals. These straws demonstrated durability in hot and cold beverages for up to 3 h, maintaining their integrity without becoming soggy or leaking. As the business flourished, it reached a critical juncture. The primary challenge centred around product marketing, mainly due to consumer unfamiliarity with such sustainable straws. This was a product that also fell under the category of low involvement for consumers. Raising awareness about the product and persuading consumers to purchase presented a significant hurdle. In response, Varghese assigned his team to develop cost-effective marketing strategies. Given the start-up nature of the business, advertising budgets were constrained, and the objective was to achieve a positive return on advertising spend for every investment in advertising the product. In addition, the focus was on increasing the likelihood of selling the straws on both business-to-business and business-to-consumer levels. In this case study, Vargheses role and predicament exemplify the delicate equilibrium that entrepreneurs frequently grapple with, striking a balance between marketing strategy and return on ad spent to steer the trajectory of their businesses. It offered a valuable examination of the nuanced decisions marketers encounter as they strive for both profitability and customer-centric products. Complexity academic level: The case study is relevant to the marketing discipline. All undergraduate and postgraduate-level marketing courses in higher education institutions can use this case study. It can also be used in integrated marketing communication or digital marketing classes. It can be used further in the hospitality and management fields. Also, online courses in marketing can include this case study. 2024, Emerald Publishing Limited.
CASE Journal, Vol-21, No. 1, pp. 159-186.
Modi S., Department of School of Business and Management, Christ University, Bangalore, India; Balaji V., Department of School of Business and Management, Christ University, Bangalore, India; Datta P., Department of School of Business and Management, Christ University, Bangalore, India; Singh Y., Department of School of Business and Management, Christ University, Bangalore, India
Navigating brand equity in personal care: Examining the influence of direct-to-consumer brands and the mediating power of brand image
Beauty and personal care market; Brand building; Brand image and brand equity; Digital disruption; Direct-to-consumer brands; eWOM; Return on Ad spent; Website attractiveness
The COVID-19 pandemic triggered consumers to buy products online, leading t o unprecedented and unforeseen growth in the e-commerce sector. Therefore, the revolution made by Direct-to-consumer (DTC) brands went unnoticed. Unlike the conventional approach, which took years to build brand trust and equity, the DTC business model allows companies to grow exponentially with their presence in personal care online marketplaces. Therefore, the rise of DTC brands empowers small and medium enterprises (SMEs) and micro small and medium enterprises (MSMEs) in India, mainly because the return on ad spend (ROAS) for these brands is a huge problem when compared to giant companies. Also, branding in tier 2 and tier 3 markets has triggered new hurdles as consumers need to build brand trust to pay or transact online. The present research examines how a DTC website and electronic word-of-mouth (eWOM) can enhance the effectiveness of branding for direct-to-consumer brands. The study employed a quantitative methodology by analyzing the survey-based research design, with 389 respondents who were aware of and/or used DTC personal care brands in India participating. The present studys findings demonstrate that website attractiveness and electronic word-of-mouth enhance DTC brands and minimize costs developed to advertise a product, increasing ROAS. Further research studies would broaden DTC brands' knowledge by investigating the impact of e-commerce and social media channels on enhancing consumers' brand equity or purchase intention. 2024 Conscientia Beam. All Rights Reserved.
Modi S.; Balaji V.; Mathew S.; Kishore K.
International Journal of Management and Sustainability, Vol-13, No. 2, pp. 404-422.
https://doi.org/10.18488/11.v13i2.3763 https://www.scopus.com/inward/record.uri?eid=2-s2.0-85198749109&doi=10.18488%2f11.v13i2.3763&partnerID=40&md5=f73e8ed0f1066414cb71380c5d33895f
Modi S., Christ University, Bengaluru, India; Balaji V., Christ University, Bengaluru, India; Mathew S., Christ University, Bengaluru, India; Kishore K., Christ University, Bengaluru, India
Social media and crisis communication the new age mantra? /
The topic Social Media and Crisis communication ?? The new age mantra? is indeed one where immense amount of research is possible. Simply because social media today has become one of the most rapidly growing means of communication. The researcher through this research aims to find out if Public relations professionals use this medium extensively while communicating crisis. The theory used behind this research is ??uses and gratification theory. The research begins with the theoretical aspect of social media and crisis communication. The researcher has taken examples of a few ground breaking crisis that have taken place in the consumer world and cited their examples where in prominent use of social media has made people aware of the crisis and it is the same social media that has eventually regained peoples faith back into the brand.
Modi, Shailavi; Balaji, Vedha; Datta, Pallavi; Singh, Yugantar
CASE Journal;Volume;21;Issue;1;pp.159-186
https://doi.org/10.1108/TCJ-01-2024-0009 https://www.scopus.com/pages/publications/85200422106?origin=resultslist
Dynamic stress analysis of semi-elliptical notches in PZT media under SH wave interaction using Mathieu functions
This work develops a rigorous analytical framework to examine the scattering behavior and dynamic stress response of semi-elliptical notches in piezoelectric half-planes subjected to anti-plane shear (SH) waves. The framework unifies the treatment of cracks, circular holes, and notches within a consistent wavedefect interaction model, while explicitly incorporating piezoelectric coupling and nanoscale surface/interface effects. The analysis employs the complex function method in combination with the Helmholtz equation and wavefield superposition theory, resulting in an infinite system of equations that rigorously enforces continuity and boundary conditions. A systematic truncation scheme is then applied to ensure stable and convergent solutions. The results reveal that surface/interface effects play a crucial role in suppressing the dynamic stress concentration factor (DSCF), particularly under vertical SH-wave excitation, while sharper resonance peaks emerge at low modulus ratios and higher piezoelectric constants, such as PZT-5H and BaTiO?. In the absence of piezoelectric coupling, the formulation seamlessly reduces to classical elasticity, ensuring strong theoretical consistency. Validation is achieved through recovery of benchmark solutions (semicircular notch and edge crack), graphical comparisons with prior results, and the rapid convergence of the truncated system, confirming the models accuracy and robustness. The findings hold significant implications for structural health monitoring, non-destructive evaluation, and the design of advanced piezoelectric composites, where accurate prediction of stress amplification and defect evolution is essential. Although the present study focuses on semi-elliptical notches in half-plane geometries under SH-wave loading, the approach can be readily extended to more general defect shapes and mixed-mode disturbances. The novelty of this work lies in capturing piezoelectric surface/interface effects within an exact analytical framework, thereby enhancing predictive capability for defect-induced stress concentrations and providing a reliable basis for the design and durability assessment of high-performance piezoelectric materials. The Author(s), under exclusive licence to Springer-Verlag GmbH Austria, part of Springer Nature 2025.
Mofarreh, Fatemah; Panwar, Sarika; Saeed, Abdulkafi Mohammed; Radhakrishnan, Ganesh V.; Date, Saroj; Alharthi, N.S.; Ganie, Abdul Hamid; Singhal, Abhinav
Acta Mechanica;Volume;237;Issue;1;pp.89-115
https://doi.org/10.1007/s00707-025-04520-5 https://www.scopus.com/pages/publications/105018118887?origin=resultslist
Mofarreh F., Department of Mathematical Sciences, College of Sciences, Princess Nourah Bint Abdulrahman University, Riyadh, 11546, Saudi Arabia; Panwar S., Department of Electronics and Telecommunication Engineering, AISSMSs Institute of Information Technology, Pune, 411001, India; Saeed A.M., Department of Mathematics, College of Science, Qassim University, Buraydah, 51452, Saudi Arabia; Radhakrishnan G.V., Department of Economics and Finance, KIIT School of Management (KSOM), KIIT University, Bhubaneswar, India; Date S., Artificial Intelligence and Data Science Department, Chh. Shahu College of Engineering, Kanchanwadi, Paithan Road,Chhatrapati Sambhajinagar (Aurangabad) MS, 431002, India; Alharthi N.S., Department of Mathematics, Faculty of Science and Arts, King Abdulaziz University, Rabigh, 21911, Saudi Arabia; Ganie A.H., Basic Science Department, College of Science and Theoretical Studies, Saudi Electronic University, Riyadh, Saudi Arabia; Singhal A., Christ University, Bengaluru, 560029, India
Star-forming, rotating spheroidal galaxies in the GAMA and SAMI surveys
Galaxies: Dwarf; Galaxies: Fundamental parameters; Galaxies: Structure; Surveys
The Galaxy And Mass Assembly (GAMA) survey has morphologically identified a class of 'Little Blue Spheroid' (LBS) galaxies whose relationship to other classes of galaxies we now examine in detail. Considering a sample of 868 LBSs, we find that such galaxies display similar but not identical colours, specific star formation rates, stellar population ages, massto- light ratios, and metallicities to Sd-Irr galaxies. We also find that LBSs typically occupy environments of even lower density than those of Sd-Irr galaxies, where ?65 per cent of LBS galaxies live in isolation. Using deep, high-resolution imaging from VST KiDS and the new Bayesian, 2D galaxy profile modelling code PROFIT, we further examine the detailed structure of LBSs and find that their Ssic indices, sizes, and axial ratios are compatible with those of low-mass elliptical galaxies. We then examine SAMI Galaxy survey integral field emission line kinematics for a subset of 62 LBSs and find that the majority (42) of these galaxies display ordered rotation with the remainder displaying disturbed/non-ordered dynamics. Finally, we consider potential evolutionary scenarios for a population with this unusual combination of properties, concluding that LBSs are likely formed by a mixture of merger and accretion processes still recently active in low-redshift dwarf populations.We also infer that if LBS-like galaxies were subjected to quenching in a rich environment, they would plausibly resemble cluster dwarf ellipticals. 2019 The Author(s).
Moffett A.J.; Phillipps S.; Robotham A.S.G.; Driver S.P.; Bremer M.N.; Cortese L.; Wong O.I.; Brough S.; Brown M.J.I.; Bryant J.J.; Conselice C.J.; Croom S.M.; George K.; Goldstein G.; Goodwin M.; Holwerda B.W.; Hopkins A.M.; Konstantopoulos I.S.; Lawrence J.S.; Lorente N.P.F.; Medling A.M.; Owers M.S.; Pimbblet K.A.; Richards S.N.; Sweet S.M.; Van De Sande J.
Monthly Notices of the Royal Astronomical Society, Vol-489, No. 2, pp. 2830-2843.
All Open Access; Bronze Open Access; Green Open Access
https://doi.org/10.1093/mnras/stz2237 https://www.scopus.com/inward/record.uri?eid=2-s2.0-85075173707&doi=10.1093%2fmnras%2fstz2237&partnerID=40&md5=a94d04cb6cc4a02c960c0924dac7f8e3
Moffett A.J., Department of Physics and Astronomy, Vanderbilt University, 2401 Vanderbilt Place, Nashville, 37240, TN, United States, Department of Physics and Astronomy, University of North Georgia, 3820 Mundy Mill Rd., Oakwood, 30566, GA, United States; Phillipps S., School of Physics, University of Bristol, Tyndall Avenue, Bristol, BS8 1TL, United Kingdom; Robotham A.S.G., ICRAR, University OfWestern Australia, 35 Stirling Highway, Crawley, 6009, WA, Australia; Driver S.P., ICRAR, University OfWestern Australia, 35 Stirling Highway, Crawley, 6009, WA, Australia; Bremer M.N., School of Physics, University of Bristol, Tyndall Avenue, Bristol, BS8 1TL, United Kingdom; Cortese L., ICRAR, University OfWestern Australia, 35 Stirling Highway, Crawley, 6009, WA, Australia, ARC Centre of Excellence for All Sky Astrophysics in 3Dimensions (ASTRO 3D), University of New South Wales, 2052, NSW, Australia; Wong O.I., ICRAR, University OfWestern Australia, 35 Stirling Highway, Crawley, 6009, WA, Australia; Brough S., School of Physics, University of New South Wales, 2052, NSW, Australia; Brown M.J.I., School of Physics and Astronomy, Monash University, Monash, 3800, VIC, Australia; Bryant J.J., ARC Centre of Excellence for All Sky Astrophysics in 3Dimensions (ASTRO 3D), University of New South Wales, 2052, NSW, Australia, Sydney Institute for Astronomy, School of Physics, University of Sydney, Sydney, 2006, NSW, Australia, Australian Astronomical Optics, 105 Delhi Rd, North Ryde, 2113, NSW, Australia; Conselice C.J., School of Physics and Astronomy, University of Nottingham, Nottingham, NG7 2RD, United Kingdom; Croom S.M., ARC Centre of Excellence for All Sky Astrophysics in 3Dimensions (ASTRO 3D), University of New South Wales, 2052, NSW, Australia, School of Physics, University of New South Wales, 2052, NSW, Australia; George K., Indian Institute of Astrophysics, 2nd Block, Koramangala, Bangalore, 560034, India, Department of Physics, Christ University, Hosur Road, Bangalore, 560029, India; Goldstein G., Department of Physics and Astronomy, Macquarie University, Macquarie, 2109, NSW, Australia; Goodwin M., Australian Astronomical Optics, 105 Delhi Rd, North Ryde, 2113, NSW, Australia; Holwerda B.W., Department of Physics and Astronomy, University of Louisville, Louisville, 40292, KY, United States; Hopkins A.M., Australian Astronomical Optics, Macquarie University, 105 Delhi Rd, North Ryde, 2113, NSW, Australia; Konstantopoulos I.S., Atlassian, 341 George St Sydney, Sydney, 2000, NSW, Australia; Lawrence J.S., Australian Astronomical Optics, Macquarie University, 105 Delhi Rd, North Ryde, 2113, NSW, Australia; Lorente N.P.F., Australian Astronomical Optics, 105 Delhi Rd, North Ryde, 2113, NSW, Australia; Medling A.M., Ritter Astrophysical Research Center, University of Toledo, Toledo, 43606, OH, United States, Research School for Astronomy and Astrophysics, Australian National University, Canberra, 2611, ACT, Australia; Owers M.S., Department of Physics, Christ University, Hosur Road, Bangalore, 560029, India; Pimbblet K.A., E.A. Milne Centre for Astrophysics, University of Hull, Cottingham Road, Kingston-upon-Hull, HU6 7RX, United Kingdom; Richards S.N., SOFIA Science Center, USRA, NASA Ames Research Center, P.O. Box 1, Moffett Field, 94035-0001, CA, United States; Sweet S.M., ARC Centre of Excellence for All Sky Astrophysics in 3Dimensions (ASTRO 3D), University of New South Wales, 2052, NSW, Australia, Centre for Astrophysics and Supercomputing, Swinburne University of Technology, PO Box 218, Hawthorn, 3122, VIC, Australia; Van De Sande J., ARC Centre of Excellence for All Sky Astrophysics in 3Dimensions (ASTRO 3D), University of New South Wales, 2052, NSW, Australia, Sydney Institute for Astronomy, School of Physics, University of Sydney, Sydney, 2006, NSW, Australia
Smart Edge Computing for 5g/6g Satellite IOT for Reducing Inter Transmission Delay
5G; cloud computing; DCNN; edge computing; IoT; satellite software model; SDN/NFV
5G/6G communication are first generation high speed wireless communication network which integrates the aerial data, terrestrial data and maritime data via satellite to IoT cellular devices. Technological motivation tends to increase the satellites day by day for supporting most of global applications. These applications highly relay on satellite data for processing users request and giving appropriate outcome to the users. World grows very fastly with new technologies which makes demand for fastest data communication. Handling the satellite IoT data is worthiest research problem and it must be paid with more attention. At present inter satellite communication face high delay with lower data utilization rate. The effective utilization of data generated by satellite IoT is processed using our proposed intelligent model called smart edge computing (SEC-5G) for 5G. The SEC-5G embeds with satellite for reducing the data transfer limitation and delay in inter satellite communication. In this research we highly concentrate on satellite IoT data and its problem. Our proposed system reduces the limitation in inter satellite data communication rate which makes higher delay in data processing and utilization. In this article, smart edge computing is designed for satellite IoT using SDN/NFV and deep convolutional neural network (DCNN) with logical ring construction. The task uses SDN/NFV model to choose edge node, cloud node in the smart edge computing. Based on training data, DCNN works on SEC-5G software model. Smart architecture helps to increase the performance, scalability, reliability of satellite edge computing model. This architecture works with machine learning model and helps to improve the future satellite speed on data processing. The performance of the proposed is compared with existing Ground 5G. Evaluated outcome shows proposed embedded satellite outperforms in data communication. 2021, The Author(s), under exclusive licence to Springer Science+Business Media, LLC, part of Springer Nature.
Mohammed A.S.; Venkatachalam K.; HubovskS.; TrojovskP.; Prabu P.
Mobile Networks and Applications, Vol-27, No. 3, pp. 1050-1059.
Mohammed A.S., Department of Computer Engineering, College of Engineering and Computer Sceince, Lebanese French University, KR, Erbil, Iraq, Department of Software and Informatics Engineering, Salahaddin University, KR, Erbil, Iraq; Venkatachalam K., Department of Applied Cybernetics, Faculty of Science, University of Hradec Krov Hradec Krov 50003, Czech Republic; HubovskS., Department of Applied Cybernetics, Faculty of Science, University of Hradec Krov Hradec Krov 50003, Czech Republic; TrojovskP., Department of Mathematics, Faculty of Science, University of Hradec Krov Hradec Krov 50003, Czech Republic; Prabu P., Department of Computer Sceince, CHRIST (Deemed to be University), Bangalore, 560074, India
IoT-Powered Innovations in Renewable Energy Generation and Electric Drive
This review explores the growing impact of the Internet of Things (IoT) on the energy sector, particularly in the context of renewable energy generation and electric drive systems. IoT technology has rapidly expanded into various sectors, including energy, smart cities, and industrial automation, revolutionizing monitoring, control, and management processes. In this paper, we examine the existing literature on IoT applications in energy systems, with a focus on smart grids. We also delve into the core IoT technologies, such as cloud computing and data analysis platforms, that underpin these innovations. Additionally, we address challenges associated with IoT implementation in the energy sector, notably privacy and security concerns, and suggest potential solutions, such as blockchain technology. Our findings provide valuable insights for energy policy-makers, economists, and managers, offering a comprehensive overview of how IoT can optimize energy systems. Furthermore, we highlight IoT's expanding role in renewable energy and electric drive applications, enhancing performance monitoring, management, and energy savings while also advancing research and education in engineering. The Authors, published by EDP Sciences, 2024.
Mohammed Al-Nafei A.A.; Sharanya M.; Saxena A.; Janakiraman V.; Gehlot A.; Maheshwari A.
https://doi.org/10.1051/e3sconf/202454002018 https://www.scopus.com/inward/record.uri?eid=2-s2.0-85198117223&doi=10.1051%2fe3sconf%2f202454002018&partnerID=40&md5=4d8da1c972b938f3b583018382dc1245
Mohammed Al-Nafei A.A., Department of Nursing, Al-Zahrawi University College, Karbala, Iraq; Sharanya M., School of Business and Management, CHRIST(Deemed to Be University) Bannerghatta Road Campus, Bangalore, India; Saxena A., Department of Electronics and Communication Engineering, IES College of Technology, IES University, Madhya Pradesh, Bhopal, 462044, India; Janakiraman V., Department of Mech, Prince Shri Venkateshwara Padmavathy Engineering College, Chennai, 127, India; Gehlot A., Department of Electronics and Communication Engineering, Uttaranchal Institute of Technology, Uttaranchal University, Dehradun, 248007, India; Maheshwari A., Department of BCA, K.S.Rangasamy College of Arts and Science (Autonomous), Tiruchengode, India
Energy Storage System Modelling for Hybrid Electric Vehicle
Characteristics; Charge; Curves; Discharge; Electrical; State of charge
The equivalent circuit model (ECM)-based traditional state-of-charge (SoC) estimate approaches combine all state variables into a single enhanced state vector. However, the stability and accuracy of the estimates are compromised by the correlations between RC voltages and SOC. In this article, the four battery chemistries have been discussed for their state variable characterization i.e. state of charge (SOC). The battery types considered are lead acid, nickel metal hydride, lithium ion. The manufacturera's battery discharge curves are used to determine the model parameters, and a method is also described for doing this. An improved battery model is suggested in this study that can be applied to HEV design and analysis. By incorporating the electrical characteristics of the battery, the model generates precise results. The Authors, published by EDP Sciences, 2024.
Mohammed G.; Srividya Devi P.; Durgadevi G.; Subramani R.; Husain S.O.
https://doi.org/10.1051/e3sconf/202456402012 https://www.scopus.com/inward/record.uri?eid=2-s2.0-85203805758&doi=10.1051%2fe3sconf%2f202456402012&partnerID=40&md5=b73da57e214db6c6ce938ac664956bfc
Mohammed G., Ahl Al Bayt University, Karbala, Iraq; Srividya Devi P., Department of EEE, GRIET, Bachupally, Telangana, Hyderabad, India; Durgadevi G., New Prince Shri Bhavani College of Engineering and Technology, Chennai, India; Subramani R., Department of Mathematics, Christ University, Bangalore, India; Husain S.O., Department of Computers Techniques Engineering, College of Technical Engineering, The Islamic University, Najaf, Iraq, Department of Computers Techniques Engineering, College of Technical Engineering, The Islamic University of Al Diwaniyah, Al Diwaniyah, Iraq, Department of Computers Techniques Engineering, College of Technical Engineering, The Islamic University of Babylon, Babylon, Iraq
Effectiveness of public policy in reviving the COVID-19 hit economy: Evidences from Kerala, India
COVID-19; effectiveness; Kerala; ordered probit and semi nonparametric extended OP models; public policy
The economic crisis triggered by the COVID-19 urgently required active policy interventions to enhance the revival strategies of the world economy. This paper examines the effectiveness of policy intervention of the State Government of Kerala in India in mitigating the risks caused by the pandemic. The policy effectiveness is evaluated by analyzing the data collected from a sample of 300 beneficiaries with the help of descriptive statistics, ordered probit (OP) model, and semi nonparametric extended OP (SNEOP) model. Our results are assertive with the fact that state policies are effective in reviving the crisis-hit economy as they have primarily helped low-income groups and other marginalized communities. The majority of BPL families, self-help group members, and social security beneficiaries rated government policies as highly or fairly effective. Though the policies are found to be highly effective among those who have suffered income loss, the study does not find sufficient evidence to believe that the government interventions are effective in helping those who have lost their jobs. The level of effectiveness is inversely related to age, education, and family size. Our results suggest that an extensive fiscal package is required to help people recover from the crisis. 2021 John Wiley & Sons Ltd.
Mohammed Kasim C.; Azad P.; Muhammed Refeque E.; Maya K.
Journal of Public Affairs, Vol-22, No. S1
https://doi.org/10.1002/pa.2794 https://www.scopus.com/inward/record.uri?eid=2-s2.0-85119201598&doi=10.1002%2fpa.2794&partnerID=40&md5=17e2e8b98fbb50ea0e15bb66a8e73b3f
Mohammed Kasim C., Department of Economics, Farook College (Autonomous), 'Kerala', Kozhikode, India; Azad P., Department of Economics, MES Kalladi College, Kerala, Palakkad, India; Muhammed Refeque E., CEO, Straightpath Group of Educations, Kerala, Malappuram, India; Maya K., Department of Economics, Christ University, Karnataka, Bangalore, India
Effective Temperature Prediction for An Enhanced Climate Forecast System
Ever since the first industrial revolution, there has been a subtle temperature change. The transition to new manufacturing processes in conjunction with the surge in population has a negative consequence on the earths atmosphere. Climate change has been identified as the most crucial environmental issue of this century, and it has sparked heated discussions [1]. Temperature is the most common metric to evaluate the change in climate/global warming. It is anticipated that climate change will result in an adverse and enduring impact on the ecosystem. Weather forecasting today extensively depends on conventional methodologies and requires complex and complicated infrastructure [2]. Prime problems concern quality of acquired data, timeliness, availability, reliability, and usability constraints on forecast preparation. 2024 Sachi Nandan Mohanty, Preethi Nanjundan and Tejaswini Kar.
Artificial Intelligence in Forecasting: Tools and Techniques, pp. 304-315.
https://doi.org/10.1201/9781003399292-19 https://www.scopus.com/inward/record.uri?eid=2-s2.0-85195926133&doi=10.1201%2f9781003399292-19&partnerID=40&md5=73fa5cc91b264af4c8fb011cfeec7a97
Mohammed Mueen Pasha M., St. Josephs University, Bengaluru, India; Cyriac S., Department of Computer Science and Applications, CHRIST University, Bengaluru, India
A new lightweight data security system for data security in the cloud computing
Cloud computing; Cyber security; Cyber threats; Data security
In recent decades, data has proved indispensable to all facets of human existence. The development of several applications has resulted in the exponential expansion of data. This information can be encrypted and stored in secure areas. Cloud computing is the technology that can be used to store these massive data sets. The article suggests a Cloud-based Data Security System (C-DSS) that employs a five-tiered trust model for cloud-edge data-sharing architectures. The data owner can select an appropriate trust level and Cyber Threat Information (CTI) sanitization procedure before releasing CTI for analytic strategy. In addition, this cleansing method is conducted either by an end device or by the cloud service supplier, based on the organization's degree of confidence in latter. Research presents the trust architecture, cloud architecture, and installation methodology, all of which are intended to meet widest variety of needs for exchanging secret CTI information. The testing findings high degree of data security and an evident improvement in terms of cypher processing time and security services when compared to the encryption systems that are most often employed in cloud technology. In conclusion, research briefly outlines development and evaluation performed so far by pilot applications confirming the architecture. 2023 The Authors
Mohammed S.; Nanthini S.; Bala Krishna N.; Srinivas I.V.; Rajagopal M.; Ashok Kumar M.
https://doi.org/10.1016/j.measen.2023.100856 https://www.scopus.com/inward/record.uri?eid=2-s2.0-85164998542&doi=10.1016%2fj.measen.2023.100856&partnerID=40&md5=d12b7e8622c845467d2ee7b1c1590b4f
Mohammed S., University of Technology and Applied Sciences Sur, Oman; Nanthini S., AP(SG), Department of AI & DS, Saveetha School of Engineering, Saveetha Institute of Medical and Technical Science, Thandalam, Chennai, India; Bala Krishna N., Department of CSE, Mohan Babu University &SreeVidyanikethan Engineering College, Andhrapradesh, Tirupati, 517102, India; Srinivas I.V., K.J. Somaiya Institute of ManagementData Science and Technology Dept, Vidya Nagar, Vidya vihar (East), Mumbai, 400077, India; Rajagopal M., School of Business and Management, Christ University, Bangalore, 560029, India; Ashok Kumar M., Faculty of Computer Science, Department of Computer Science and Software Engineering, Skyline University Nigeria, Kano, Nigeria
Well-being and Career Decision-making Difficulties Among Masters Students: A Simultaneous Multi-Equation Modeling
Autonomy; Career decision-making difficulties; Masters students; Personal growth; Purpose in life; Self-acceptance; Well-being
There is a stellar upsurge in the number of persons pursuing a masters level of education as well as the institutions offering it in the current generation. Nevertheless, an explicit theoretical and empirical implication of how the tutelages, at this level, shape the well-being of learnerssuch that it could help individuals overcome career decision-making difficulties remains to be elucidated. The present study addressed two major objectives. Firstly, we investigated the well-being of masters degree students along with career decision-making difficulties in India. Secondly, apart from exploring the possible influence of nationality of the respondents on career decision difficulty, the study expanded the literature on career decision-making difficulties to under-researched populations in developing countries. Through a cross-sectional research design, we recruited a sample of 136 masters degree respondents. The result reveals that while the composite well-being resources significantly influenced Career Decision Difficulties, the nationality of respondents appeared not as a germane factor in this context. Following the evaluation of the direct effect of individual well-being resources; Self-acceptance and Personal growth proved to have a statistically significant effect on career decision-making difficulties. Also, among the constituents of career decision-making difficulties studied, lack of readiness appears to be the major concern among the respondents. The findings expand the literature on cognitive, vocational, and organization science vis-a-vis career decision-making difficulties and provide useful insights for educational institutions and practitioners. 2021 The Author(s). This open access article is distributed under a Creative Commons Attribution (CC-BY) 4.0 license.
Mohammed Z., Department of Psychological Science, The University of Vermont, Burlington, VT, United States, Department of Psychology, Ashoka University, Sonipat, 131029, India, Department of Studies in Psychology, University of Mysore, Mysore, India; Kumar S., Department of Studies in Psychology, University of Mysore, Mysore, India; Padakannaya P., Department of Psychology, Christ University, Bengaluru, India
Job satisfaction while working from home during the COVID-19 pandemic: do subjective work autonomy, work-family conflict, and anxiety related to the pandemic matter?
anxiety; COVID-19; job satisfaction; work autonomy; Work from home; work-family conflict
The imposed lockdown, due to the COVID-19 outbreak, resulted in the rise to a new normal of working from home. This study explores how the lockdown and the sudden shift in the working style affected the job satisfaction of employees in India. We examined the relationship of job satisfaction with work autonomy, and determined whether work-family conflict, and anxiety due to COVID-19 are negatively related to job satisfaction amongst employees working from home in India. Through a correlational research design, a total of 211 participants took part in the study, and only 200 of the data, representing a 95% response rate, were eligible for further analysis. The data were analyzed using Structural Equation Modeling, and the results showed that work-family conflict and anxiety related to COVID-19 have a negative correlation with job satisfaction, while work autonomy had a positive correlation with job satisfaction. Perceived work autonomy, work-family conflict, and anxiety related to the COVID-19 pandemic significantly predicted job satisfaction and accounted for an overall 37.8% of the variance in job satisfaction. The findings of the current study provide valuable insight into the consequences of a pandemic or similar uncontrollable event, and augmented the literature on organizational behavior where most employees are compelled to work remotely, either full-time or part-time. The theoretical and empirical implications of how work-family conflict and anxiety related to the COVID-19 pandemic negatively impact the job satisfaction of employees in India were discussed. Evaluation of the structural relationship (SEM) reveals that the overall exogenous constructs significantly predicted job satisfaction of employees working from home in India during the COVID-19 pandemic. 2022 The Author(s). This open access article is distributed under a Creative Commons Attribution (CC-BY) 4.0 license.
Mohammed Z.; Nandwani D.; Saboo A.; Padakannaya P.
Mohammed Z., Department of Psychology, Ashoka University, Sonipat, India, Department of Psychological Science, The University of Vermont, Burlington, VT, United States; Nandwani D., Department of Psychology, Ashoka University, Sonipat, India; Saboo A., Department of Psychology, Ashoka University, Sonipat, India; Padakannaya P., Department of Psychology, Ashoka University, Sonipat, India, Department of Psychology, Christ (Deemed to be) University, Bengaluru, India