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Beyond Humour: How Memes Shape Brand Associations and Drive Purchase Choices
Memes are the perfect marketing tools a brand can use while promoting their products or services. In this ever-changing consumer preferences memes are the convenient marketing tools that a consumer pays attention, the usage of memes has become a completely modern approach for brands to seek the attention of consumers. The study examines the impact of internet meme that spreads through social media which catches the consumer attention and improves the intention of purchasing products and also learn about the brands. A structured questionnaire and convenience sampling technique are designed to collect data from frequent internet users who are active in social media from Gen-z and have at least a little knowledge on meme marketing, and responses yielded were 353. This paper gives a general study of meme marketing and if the consumer brand relatability and purchase decisions are affected by meme marketing. The findings state that there is a relationship between branding memes and consumer brand relatability and using the memes in social handles affect the consumer behaviour however there is a discomfort among consumers when brands solely use memes for marketing purposes. Also the study found that there is no significance between Gender and meme motivation into buying products. Thus the study contributes to understand the consumer behaviour, purchase intention and likeliness towards the brands. In addition, the authors contribute to the finding the significance of meme in daily life of a consumer and what type of memes would pursue consumers more towards the brand. The Author(s), under exclusive license to Springer Nature Switzerland AG 2024. -
Beyond Grand Narratives of the Sacred A Postmodern Outlook in The Chosen
[No abstract available] -
Beyond brick and mortar: determinants of retail investors investment intention in indirect real estate through REITs in India
Purpose: This research aims to identify the factors that influence the investment intention of retail investors in Indian REITs. The study incorporates the theory of planned behavior and innovation diffusion theory as the research framework, with perceived risk and mass media influence as additional constructs. Design/methodology/approach: Primary data were collected using self-administered questionnaires from 534 potential investors in India. The data were analyzed using partial least square structural equation modeling. Findings: The study showed that factors such as relative advantage, compatibility, attitude, subjective norms, perceived behavioral control and mass media significantly and positively influence investment intention in Indian REITs. However, perceived risk was found to have a negative and significant influence, while complexity did not affect investment intention. Originality/value: This is the first quantitative investigation into determining the factors influencing the investment intention of Indian retail investors on Indian REITs. 2024, Emerald Publishing Limited. -
Beyond brick and mortar: determinants of retail investors investment intention in indirect real estate through REITs in India
Purpose: This research aims to identify the factors that influence the investment intention of retail investors in Indian REITs. The study incorporates the theory of planned behavior and innovation diffusion theory as the research framework, with perceived risk and mass media influence as additional constructs. Design/methodology/approach: Primary data were collected using self-administered questionnaires from 534 potential investors in India. The data were analyzed using partial least square structural equation modeling. Findings: The study showed that factors such as relative advantage, compatibility, attitude, subjective norms, perceived behavioral control and mass media significantly and positively influence investment intention in Indian REITs. However, perceived risk was found to have a negative and significant influence, while complexity did not affect investment intention. Originality/value: This is the first quantitative investigation into determining the factors influencing the investment intention of Indian retail investors on Indian REITs. 2024, Emerald Publishing Limited. -
Beyond boundaries: Role of artificial intelligence and ChatGPT in transforming higher education
The goal of the proposed chapter is to give readers a thorough understanding of the complex effects of ChatGPT on higher education. It will cover the short-and long-term benefits that ChatGPT offers, as well as limitations that may affect both educators and learners. The chapter will also highlight a wide range of ethical issues and challenges that arise while using ChatGPT. Research in this area is very limited and the literature review reveals that there are benefits as well as limitations of using ChatGPT in the domain of higher education but the fact is that it is going to grow further which makes it an urgent need for the policymakers and stakeholders to explore and understand how ChatGPT should be integrated into higher education to deliver more value to the educators and learners. The proposed chapter will cover the evolution of ChatGPT, its growing popularity and impact, benefits it offers, the associated disadvantages and the road ahead. 2024, IGI Global. -
Beyond Bollywood and Hindi: making a case for other language films in India
[No abstract available] -
Beyond binge-watching: How Netflix can adapt its digital marketing strategy for long-term success
In an increasingly competitive streaming landscape, Netflix faces the imperative to adapt its digital marketing strategy for long- term success beyond binge- watching. Challenges include fragmented audience attention, differentiation amidst competition, optimizing marketing ROI, and evolving consumer behavior. To thrive, Netflix must invest in original content, harness data- driven insights, cultivate strategic partnerships, and adapt to changing consumer preferences. By prioritizing subscriber engagement and retention, balancing acquisition efforts, and leveraging emerging technologies, Netflix can maintain its market leadership position and sustain growth. This case study explores key challenges and strategies for Netflix's digital marketing evolution, providing insights for marketing professionals and industry observers navigating the dynamic streaming landscape. 2025, IGI Global Scientific Publishing. All rights reserved. -
Beyond Binary: Exploring the Dynamics of Bi-Curiosity Propulsion and Persistence Among Young Women
Sexual identity fails to adhere to the dichotomous models, transcending to a more fluid quality than normative compulsory heterosexuality. The present study investigates the experience of bi-curiosity, focusing on its initiation among young women residing in urban India. Bi-curiosity, a sexual orientation questioning marked by exploratory experiences, is a possible but not a necessary precursor to bisexuality. This qualitative study explores on the psychological and social factors contributing to a bi-curious orientation. It focuses on the subjective processes of development and maintenance of sexual identity questioning. Three organizing themes emerged from the Reflective Thematic Analysis: (a.) Affective Indicators, (b.) Social Experiences, and (c.) Intimacy in friendships. While sexual identity questioning was propelled by more psychological factors, like physical attraction, fantasy, experienced jealousy toward men, and comfort with the same sex, social and environmental factors contribute significantly. Individual experiences with patriarchy, social attitudes toward same-sex relationships, and their representation on media platforms often reinforce the process. Another important contributor was womens close friendships with the same sex, which are sites for physical closeness, emotional intimacy, and personal growth, and share these characteristics with romantic relationships. These factors emerged as important reinforcers to the development and maintenance of sexual identity questioning. 2024 Taylor & Francis Group, LLC. -
Beyond Binary: Exploring the Dynamics of Bi-Curiosity Propulsion and Persistence Among Young Women
Sexual identity fails to adhere to the dichotomous models, transcending to a more fluid quality than normative compulsory heterosexuality. The present study investigates the experience of bi-curiosity, focusing on its initiation among young women residing in urban India. Bi-curiosity, a sexual orientation questioning marked by exploratory experiences, is a possible but not a necessary precursor to bisexuality. This qualitative study explores on the psychological and social factors contributing to a bi-curious orientation. It focuses on the subjective processes of development and maintenance of sexual identity questioning. Three organizing themes emerged from the Reflective Thematic Analysis: (a.) Affective Indicators, (b.) Social Experiences, and (c.) Intimacy in friendships. While sexual identity questioning was propelled by more psychological factors, like physical attraction, fantasy, experienced jealousy toward men, and comfort with the same sex, social and environmental factors contribute significantly. Individual experiences with patriarchy, social attitudes toward same-sex relationships, and their representation on media platforms often reinforce the process. Another important contributor was womens close friendships with the same sex, which are sites for physical closeness, emotional intimacy, and personal growth, and share these characteristics with romantic relationships. These factors emerged as important reinforcers to the development and maintenance of sexual identity questioning. 2024 Taylor & Francis Group, LLC. -
Beyond averages: Mapping unequal learning and the dynamics of educational access in Jammu and Kashmir using Gini Decomposition Analysis
Educational inequality remains a persistent challenge in India, particularly in the Union Territory of Jammu and Kashmir, where disparities in access and attainment hinder socioeconomic progress. This study examines shifts in educational inequality over time and explores disparities based on geographic and socioeconomic factors. Using data from two rounds of the National Family Health Survey (NFHS-4 and NFHS-5), we apply a Gini decomposition framework to distinguish between-group and within-group inequalities and employ a generalized ordered logistic regression model to assess determinants of educational attainment. Our findings indicate an overall increase in average years of schooling and a reduction in the Gini coefficient, yet significant disparities remain across gender, wealth status, and regional divisions. The results highlight the need for targeted interventions to improve access to education for rural populations, women, the Muslim community, and the Kashmir division. Strengthening school infrastructure, expanding e-learning resources, and promoting gender inclusive policies can help bridge these educational gaps and foster equitable progress. 2025 Elsevier Ltd -
Beyond Automation: Understanding the Transformational Capabilities of AI in Management
The investigation explores at the various ways that artificial intelligence (AI) is affecting management techniques. The study highlights the dichotomy between automation and augmentation, highlighting how artificial intelligence (AI) can replace human work through automation, but its ultimate use in augmenting human capabilities (augmentation) leads to better organisational performance. This analysis reveals how AI-driven tactics enhance operational efficiency, decision-making, and productivity by synthesising research findings from a variety of domains, including manufacturing, banking, municipal sectors, and remote work environments. It also looks at how AI may change management through big data and data analytics, recommending a shift to an integrated strategy that combines automation and human understanding to promote creativity and long-term growth. 2024 IEEE. -
Beyond AR and VR: immersive techniques for effective case teaching
Purpose This study aims to investigate the integration of immersive techniques into case teaching to address the limitations of traditional static methods in management education. It explores how these techniques enhance student engagement, critical thinking and the application of theoretical concepts to real-world scenarios. Design/methodology/approach Adopting a phenomenological and self-reflective methodology, this exploratory study draws insights from the lived experiences of educators and students by using non-technological immersive methods such as roleplay, interviews, industry visits and product exhibitions. Findings The findings reveal that immersive techniques foster deeper cognitive, emotional and behavioral engagement among students, providing a richer understanding of complex business dynamics. However, implementation challenges such as resource constraints and the reliance on external stakeholders are noted. Practical recommendations are provided to overcome these barriers. Practical implications The study highlights scalable and cost-effective immersive methods, making them accessible for institutions with limited technological resources. By bridging the gap between theory and practice, these techniques equip students with the critical skills and competencies required for todays workforce. Originality/value This research contributes to the existing body of literature by focusing on non-technological immersive methods, an area often overshadowed by studies on advanced technologies like virtual reality. It provides a framework for educators to innovate case teaching practices, enhancing the relevance and impact of management education. 2025 Emerald Publishing Limited -
Beyond apologies: A systematic review of forgiveness in different relationship contexts
Forgiveness is a vital psychological process that contributes significantly to an individuals emotional well-being, fostering personal growth, reducing stress, and alleviating negative emotions. Beyond the individual, forgiveness also positively influences communities by promoting harmony, reducing conflict, and strengthening social bonds, thereby enhancing collective mental health and relational stability. This paper aims to examine how forgiveness has been explored within various interpersonal contexts, including marriage, peer interactions, familial bonds, workplace relationships, and among dating couples. A comprehensive search across ten databases yielded 37 articles that met the inclusion criteria. These studies utilized four primary methodologies: quantitative approaches (surveys, interventions, experiments), qualitative approaches (case studies and interviews), longitudinal designs and mixed method designs. Findings indicate that fostering forgiveness significantly enhances relational health and interpersonal dynamics, alongside improvements in physical, mental and spiritual well-being. The systematic review highlights how forgiveness processes and interventions vary by relationship context, shaped by unique relational dynamics and cultural factors. However, more experimental and intervention based research is necessary to establish evidence based forgiveness practices, tailored to specific relationship dynamics. The promotion and study of forgiveness should be furthered to reinforce its multifaceted benefits across diverse interpersonal relationships. The Author(s), under exclusive licence to Springer Science+Business Media, LLC, part of Springer Nature 2025. -
Beverage brands and subliminal messaging: An analysis of its presence in advertising and the awareness among consumers /
Advertising, as an industry designed to buy and sell products, was seen as the perfect platform to attract investors, marketers and consumers. It evolved over time and began to engulf several other domains and soon became the best platform to persuade mass audiences. Marketers began to use a technique of mass persuasion or mass psychoanalysis to guide their advertisements and campaigns. It has become one of the most effective means to sell consumers their products or ideas or even attitudes and behaviours. -
Between home and enterprise: the Swakruta dilemma of scaling women entrepreneurs
Learning outcomes After completing the case study, the learners will be able to: Analyze how deep-rooted socio-cultural and family expectations create systemic barriers for small women entrepreneurs in India. Apply social identity theory to design interventions that reshape self-perception and entrepreneurial identity among Swakruta women entrepreneurs. Evaluate the influence of loss aversion on womens entrepreneurial decision-making and develop the nudging strategies to encourage women to engage with large opportunities. Case overview/synopsis This case explored the challenges faced by Manik Patwardhan, founder of Swakruta Charitable Trust, which supported over 200 small and marginal women entrepreneurs in Bengaluru. Despite training and opportunities provided, many women were hesitated to accept large, profitable orders due to socio-cultural norms and financial constraints. Using social identity theory, loss aversion and nudging, the case highlighted how strong family responsibilities and societal expectations influenced their cautious approach in scaling up their businesses. The women need to balance family responsibilities with business growth, which restricted their willingness to take risks. Their concerns ranged from balancing family duties and managing time, to addressing uncertainty by hiring staff other than family members, trust issues and difficulties in arranging upfront funds. Upon reviewing their response, Manik realised that these entrepreneurs were hesitant to accept a lucrative order. At this critical point, she had to decide whether to let the order go or encourage and nudge the women to seize a career-transforming opportunity, despite the risks involved. Accepting the order could boost earnings and reputation, but failure could harm the NGOs credibility, and declining the order could jeopardise future prospects. What should she do? Complexity academic level This case is designed for undergraduate and postgraduate courses in entrepreneurship, social entrepreneurship and related business disciplines such as behavioural economics. It focuses on the challenges and barriers faced by women entrepreneurs that limit their growth and ability to scale their businesses. Subject code CSS 3: Entrepreneurship. 2026 Emerald Publishing Limited -
Between Floods and Climate Change: Revisiting the Mishing Community of Majuli Island, Northeast India
The transformation of monsoon rainfall patterns in India, largely attributed to climate change, is leading to more frequent and severe floods. These escalating challenges underscore the imperative of prioritising adaptive measures, given the intrinsic link between humans and climate change. This research conducted in Majuli Island, a highly vulnerable region in Indias northeast, aims to understand current adaptive strategies and assess potential risks from impending physical exposures. Empirical evidence was collected using purposive sampling in two flood-prone villages. The objective was to revisit the Mishing communitys experiences with annual flooding and climate challenges. Thematic analysis interpreted the qualitative findings. Implications for community-based adaptation and sustainable practices are discussed for future flood and climate challenges. The study emphasises strengthening ecosystem-based adaptation through multi-sectoral networking in Majuli Island, Northeast India. 2024 IOS Press BV. All rights reserved. -
Between Empires: The Treaty of Lausanne and Its Reflection on Indias Path to Independence
This chapter reconceptualizes the Treaty of Lausanne (1923) as a global inflection point whose significance extended beyond the Near East into debates within the Indian independence movement. Commonly understood as the diplomatic settlement that secured international recognition for the Turkish Republic under Mustafa Kemal Atatk, Lausanne is treated here not as the cause of subsequent religious reforms, but as the formal acknowledgment of a new political order already unfolding through earlier Kemalist measures, including the abolition of the Sultanate (1922) and the proclamation of the Republic (1923). Rather than arguing that Lausanne directly enabled the abolition of the Caliphate or determined the course of Indian nationalism, this chapter suggests that it symbolically reflected a broader reconfiguration of sovereignty in the postwar world. In British India, these developments coincided with the decline of the Khilafat Movement and prompted leaders such as Mahatma Gandhi and Maulana Abul Kalam Azad to reassess strategies grounded in transnational religious solidarity. The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2026. -
Betulinic acid: A natural promising anticancer drug, current situation, and future perspectives
Natural products serve as the single most productive source for the discovery of drugs and pharmaceutical leads. Among the various chemicals derived from microbes, plants, and animals, phytochemicals have emerged as potential candidates for the development of anticancer drugs due to their structural diversities, complexities, and pleiotropic effects. Herein, we discuss betulinic acid (BA), a ubiquitously distributed lupane structured pentacyclic triterpenoid, scrutinized as a promising natural agent for the prevention, suppression, and management of various human malignancies. Ease of availability, common occurrences, cell-specific cytotoxicity, and astonishing selectivity are the important factors that contribute to the development of BA as an anticancer agent. The current review delineates the mechanistic framework of BA-mediated cancer suppression through the modulation of multiple signaling pathways and also summarizes the key outcomes of BA in preclinical investigations. 2022 Wiley Periodicals LLC. -
Betel leaf-mediated zinc oxide nanoparticle-coated silk fibres: a sustainable approach for biomedical applications
Clinical management of surgical site infections remains a challenge in biomedicine, where novel wound dressing materials are tested with a plethora of features. Here we describe a green and sustainable route to prepare biogenic zinc oxide nanoparticles (BZnONPs) using Piper betle leaf extract, which acts as a green reducing and stabilising agent. These biosynthesised nanoparticles were then used for the functional coating of degummed Bombyx mori silk fibers. Physico-chemical characterisation supports the efficient synthesis of crystalline, nanosized, and colloidal stable BZnONPs. The functionalization of silk fibers with BZnONPs resulted in the enhancement of the mechanical properties, tensile strength, and elasticity. Antibacterial testing proved the capability of the functional fibers against the strain Staphylococcus aureus. The as-synthesised fibers were biocompatible towards normal blood components, normal cells and exhibited slight toxicity toward cancer cells. Enhanced mechanical properties, antimicrobial action, and biocompatibility make BZnONP-coated silk fibers a leading player in various advanced biomedical devices, including sutures, wound dressings, tissue engineering scaffolds, and localised therapeutic platforms. Hence, this green nanotechnology approach opens up an alternative pathway toward the fabrication of multifunctional biomaterials with high translational value. 2025 The Royal Society of Chemistry. -
Beta carotene inhibiting HIV-1 reverse transcriptase, an in silico approach
Due to the outspread of various emerging diseases, research on the discovery of new drugs is being carried out extensively. Several phytochemicals with medicinal importance are now being used for this purpose due to its effectiveness and safety in comparison to the conventional synthetic ones. Computational docking is further being used for the fast and cost-effective screening. Reverse transcriptase is a key enzyme involved in the conversion of viral RNA sequence into complementary DNA (cDNA) sequence leading to various retroviral diseases like HIV/AIDS. Patchdock docking server was used in this study to perform in silico enzyme-inhibitor binding experiment between twenty phytocompounds and HIV-1 reverse transcriptase enzyme. Beta-carotene was found to have strongest binding potential in comparison to other phytochemicals. The results suggested that this compound can be used as therapeutics in the future as naturally occurring HIV-1 reverse transcriptase inhibitor. 2020 World Research Association. All rights reserved.