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A multi-criteria decision-making approach for prioritising factors influencing customer switching intention in OTT video platforms
The rapid expansion of Over-the-Top (OTT) video platforms has transformed the media industry by providing diverse content and reshaping consumer preferences. This study explores factors influencing customer switching intentions using Multi-Criteria Decision-Making (MCDM) techniques like AHP, fuzzy AHP, and ANP. The findings of this study highlight that content variety and richness are the most critical determinants, followed by customer experience, with factors like the attractiveness of alternatives, switching costs and service quality having secondary importance in influencing customer switching intention. Content diversity, quality, and exclusivity drive retention, while intuitive and user-friendly interfaces enhance satisfaction. The study also emphasizes the influence of competing platforms. While brand familiarity and social influence play minor roles, prioritising rich content and seamless customer experience emerges as the key to loyalty. The integrated MCDM approach empowers OTT providers to improve customer retention in a competitive market. 2025, IGI Global Scientific Publishing. -
A Multi-criteria Decision-Making Approach for Prioritising Customer Churn Factors in OTT Video Platforms
Over-the-top (OTT) platforms have revolutionised media consumption by providing on-demand streaming services. Despite their growing popularity, customer churn remains a significant challenge for the platform. This research paper analyses the factors affecting customer churn in OTT video platforms. The factors are identified through unstructured interviews with industry experts and an extensive literature review. This research paper employs a novel approach to prioritising customer churn factors by incorporating multi-criteria decision-making (MCDM) techniques like AHP and fuzzy AHP. The importance of each customer churn factor is measured based on the analytic hierarchy process (AHP) and fuzzy AHP to develop a hierarchy of churn factors. The MCDM analysis results indicated that the content variety and recommendation system, video streaming issues, and high subscription prices are the most significant factors that cause customer churn. Through comprehensive analysis, the study aims to provide insights for OTT service providers to enhance customer retention and mitigate churn rates. The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2026. -
A Fuzzy Logic Approach for Prioritizing Customer Retention Strategies in OTT Video Platforms
The emergence of over-the-top (OTT) video platforms has significantly transformed the way people consume content and the entire media landscape. The significant growth of OTT video platforms in recent years, amidst fierce competition and changing consumer preferences, has posed a challenge for the platforms in retaining customers. Elevated churn rates in the OTT video platforms have prompted them to focus on customer retention. OTT platforms implemented different strategies to retain customers. The customer retention strategies are identified through a literature review and unstructured interviews with industry experts. This paper presents a novel approach to prioritize customer retention strategies using a fuzzy analytic hierarchy process (fuzzy AHP). The fuzzy AHP analysis results show that content strategy is the most significant, followed by pricing, customer experience, and platform extension. This paper provides actionable insights for OTT platform managers, helping them enhance user satisfaction and retain customers. The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2026. -
Prioritisation of Challenges in OTT Video Platforms: A Multi-criteria Decision-Making Approach
Over-the-top (OTT) video platforms have emerged as the preferred choice for on-demand entertainment. In this ever-changing landscape, OTT video platforms face many challenges to being relevant in the market. Identifying and prioritizing challenges is pivotal for the sustainable growth of OTT platforms. This paper aims to comprehensively examine and prioritize the challenges of the OTT video platform. The challenges are identified through an extensive literature review and unstructured interviews with six OTT industrial experts. The importance of each challenge is measured based on the analytical hierarchy process (AHP) to develop a hierarchy of those challenges. The AHP analysis results indicated customer retention as the most significant challenge, followed by content, customer experience, infrastructure, and bandwidth. The study is subjective to the experts opinions and available literature regarding the OTT platforms. The insights gleaned from this research are poised to offer substantial value to digital platform operators, media professionals, and managers. The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2025. -
Prioritisation of Challenges in OTT Video Platforms: A Multi-criteria Decision-Making Approach
Over-the-top (OTT) video platforms have emerged as the preferred choice for on-demand entertainment. In this ever-changing landscape, OTT video platforms face many challenges to being relevant in the market. Identifying and prioritizing challenges is pivotal for the sustainable growth of OTT platforms. This paper aims to comprehensively examine and prioritize the challenges of the OTT video platform. The challenges are identified through an extensive literature review and unstructured interviews with six OTT industrial experts. The importance of each challenge is measured based on the analytical hierarchy process (AHP) to develop a hierarchy of those challenges. The AHP analysis results indicated customer retention as the most significant challenge, followed by content, customer experience, infrastructure, and bandwidth. The study is subjective to the experts opinions and available literature regarding the OTT platforms. The insights gleaned from this research are poised to offer substantial value to digital platform operators, media professionals, and managers. The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2025. -
Electrochemical synthesis of nanoparticles
Nanomaterials possess diverse applications across environmental, medical, and energy sectors, owing to their unique properties dictated by structure, size, composition, and morphology. These characteristics of nanoparticles are pivotal in materials science. Their distinctive properties made an interest in specific applications, prompting the exploration of synthesis methods tailored for various purposes, particularly in electrochemistry. This chapter examines a nanoparticle synthesis technique capable of producing nanoparticles suitable for diverse applications, emphasizing electrochemical synthesis. This method offers efficient fabrication of nanoparticles at low temperatures with high purity, presenting an environmentally friendly preparation approach. Electrochemical synthesis, particularly through electrodeposition, involves the controlled passage of an electric current between the electrodes immersed in an electrolyte solution. This method yields stable nanoparticles with robust electrical contact, poised for utilization in batteries, fuel cells, supercapacitors, catalysis, optoelectronics, and beyond. The chapter elucidates the electrochemical synthesis process, underscoring its potential for advancing nanoparticle-based technologies across multiple disciplines. 2025 Elsevier Inc. All rights reserved. -
Symmetric supercapacitor with hydrothermally synthesized ?-MoO3 nanobars coated on Ni foam substrate: A neutral electrolyte approach for energy storage applications
Molybdenum trioxide (MoO3), a potential supercapacitor electrode material is synthesized through hydrothermal method at low temperature. The significant charge-storage process of the MoO3 electrode is extensively analyzed in 0.5M sodium sulfate (Na2SO4) in a wide potential window. The basic functional properties of MoO3 are characterized through different characterization techniques. The electrochemical performance is examined through chargingdischarging method, cyclic voltammetry, and impedance spectroscopic studies of the active electrode with a mass loading of 1 mg cm?2 each. The three-electrode and device systems of the MoO3 electrode are also investigated. The specific capacitance obtained for the device is 295 F g?1 at 1 A g?1 in a potential window of 0 to 1V in 0.5M Na2SO4 electrolyte solution. The densities of energy and power are 40.27 W h kg?1 and 492 W kg?1. The device is further tested for cyclic stability over 1000 cycles and attained a stability of 75% and a Coulombic retention of 100%. This work demonstrates that the MoO3 electrode can be facilitated for the aqueous electrochemical energy storage devices. The Author(s), under exclusive licence to Springer Science+Business Media, LLC, part of Springer Nature 2026. -
Aqueous symmetric supercapacitor based on hydrothermally grown reduced graphene oxide wrapped cobalt oxide nanocomposites: An efficient paradigm for enhanced performance in supercapacitors
Extensive research has been carried out on the development of electrode materials for energy storage applications, especially in the field of supercapacitors. The present work is the first report on the effect of rGO concentration on the electrochemical properties of reduced graphene oxide-cobalt oxide (rGO-Co3O4) nanocomposites. A symmetric supercapacitor device is assembled by compounding two hydrothermally grown rGO-Co3O4 nanocomposite electrodes separated by a membrane dipped in a 3 M KOH aqueous electrolyte solution. The device delivered a specific capacitance of 1006 Fg?1, energy density of 357.44 W h kg?1, and a power density of 1600 W kg?1 at a current density of 2 Ag?1. It showed a cyclic stability of 80 % during 10,000 cycles at a very high current density of 5 Ag?1 and a coulombic efficiency of 100 %, which maintained a better electrochemical performance, implying that the as-synthesized electrodes are useful for portable energy storage devices. 2025 Elsevier Ltd. -
An investigation on the electrochemical performance of Mn3O4-based aqueous symmetric supercapacitor devices
Manganese (ii, iii) oxide (Mn3O4) is one of the promising materials in the realm of high-performance supercapacitors. The high theoretical specific capacitance, low cost, non-toxicity, environmental compatibility, and natural abundance made it significant in the research field. A low-temperature hydrothermal synthesis method was adopted to prepare Mn3O4 (hausmannite) nanoparticles with a tetragonal spinel structure. The as-prepared nanoparticles were assessed for the structural, elemental, electrical, optical and nitrogen adsorptiondesorption studies through XRD, FTIR, Raman spectroscopy, XPS, DC conductivity, UV-vis absorption and BET analyses. Morphological studies were done using FESEM and TEM and a mixture of nanorods and nanocubes were observed. The electrochemical performances of the as-prepared Mn3O4 nanoparticles were investigated by cyclic voltammetry (CV), galvanostatic charge/discharge (GCD) method and electrochemical impedance spectroscopy (EIS) in a three-electrode system. The present work reports the fabrication of a prototype aqueous symmetric supercapacitor device for the first time. The electrochemical studies were performed in 0.5 M Na2SO4 electrolyte on the separator with a potential window of 0 V to 1 V. A specific capacitance of 68 Fg?1 at a current density of 1 Ag?1 was observed from the constant charge/discharge method. It exhibited a cyclic stability of 72% with a coulombic efficiency of 100% after 1000 cycles. This underscores the noteworthy role of manganese oxide nanoparticles as electrode materials in supercapacitors. 2026 The Author(s). Published by the Royal Society of Chemistry -
Optimization of rGO-MoO3 nanocomposite electrode to fabricate an aqueous symmetric supercapacitor device with enhanced electrochemical performance
This study presents the first investigation into the effect of reduced graphene oxide (rGO) on the electrochemical properties of rGO-MoO? nanocomposites, synthesized via the hydrothermal method. The nanocomposites were prepared with varying rGO concentrations, and their structural, morphological, elemental, electrical, optical, and surface characteristics were analyzed. Structural analysis confirmed the presence of an orthorhombic MoO? phase, while the morphological analysis revealed MoO? nanobars anchored onto rGO nanosheets. The electrochemical performance of the nanocomposites was evaluated using a three-electrode configuration. The electrode demonstrating superior performance was selected to fabricate a prototype symmetric device. This device exhibited a specific capacitance of 369 F g?1 at a current density of 1 A g?1 and an energy density of 51 W h kg?1. Moreover, the device demonstrated a stability of 91% over 1000 cycles with a coulombic efficiency of 104%. 2025 Hydrogen Energy Publications LLC -
Thinking Beyond Empowerment : Understanding Autonomy in the Context of Kudumbashree
The concepts empowerment, agency and autonomy have gained a wider range of attention in newlinethe developmental research regimes. Amidst the conceptual drift these concepts are used newlineinterchangeably leading to uncertainty and proliferated meanings. The process of newlineempowerment may not always lead to autonomy. Through an ethnography of Kudumbashree, newlinean SHG in the South Indian state of Kerala, the current research focuses on how these women exercise agency to trouble the conventional boundaries between empowerment and autonomy. The transition of agency from the economic to the political domain is a subtle enterprise and is mediated by a number of factors including economic independence, decision making capability, mobility and political participation. Social - economic - political and cultural implications of women empowerment could be the first step in challenging and overcoming the relations of oppression in any society. The stereotypical assumptions can be negotiated by solely apportioning responsibilities and re-engaging with the system through everyday practices. The nuances of empowered women s re-engagement with local power regimes lead newlineto changes at the conceptual level that cuts beyond the individual and group level material transformations. The study figures how autonomy is a mediated process that is both agentic and subversive to the local patriarchal structures. -
Performance Evaluation of Hybrid Lifi-Wifi Internet Systems
The rapid development of wireless technology made Light Fidelity, or LiFi, leave the laboratory and move onto the list of the next big thing, alongside everyday WiFi. WiFi also provides freedom of movement, but once everyone in a large area is streaming video, the signal becomes like a traffic jam. LiFi is going another way: data is sent via the rays of LED lights, meaning it can push files at light speed. The only problem is that the connection will not last forever, as soon as you leave the arc of the lamp or walk too far. In this paper, we explore what would happen when you combine the wide coverage of WiFi with the high speed of Li-Fi to form a hybrid system that avoids the weaknesses of both. Various test-based classrooms, halls, and open laboratories measured the speed of bit movement, the consistency of the beams, and the responsiveness of the games, and the mixed environment performed better in nearly all tests than the technology alone. It even figured out which to use as people entered and left the building, alternating between LiFi and WiFi, increasing uptime and doubling peak throughput. Hospitals, campuses, airports, and factories in need of constant, high-speed connections now have a better roadmap for using this blend so machines keep running smoothly and users remain engaged. The paper itself contains the unraveling of the hardware, the explanation of the test setup, and the weighing of the numbers, accompanied by some thought on what this combination can offer the future of wireless worlds. The findings justify integrating LiFi with WiFi as an innovative, scalable solution to ensure it keeps up with the massive data volumes generated by modern phones, tablets, and smart devices. 2025, Innovative Information Science and Technology Research Group. All rights reserved. -
Connecting Inner Competencies with Workplace Behavior: Influence of Emotional and Spiritual Intelligence on OCB in IT and Non-IT
Emotional and spiritual intelligence are recognized as key resources that impact workplace behavior. This study explores their relationship with organizational citizenship behavior (OCB), the voluntary actions that improve organizational effectiveness. Using Self-Determination Theory and Social Exchange Theory, the research examines how these intelligences vary across demographic groups and their roles in OCB. Data were collected from 450 employees (272 males and 178 females) in IT and non-IT sectors using simple random sampling. Participants had experience levels from under 5 to over 11 years in their organizations. Standardized self-report measures were used, and the data were analyzed with t-tests, ANOVA, correlation, regression, and mediation analysis. The study found that females scored higher in spiritual intelligence and OCB, while emotional intelligence showed no gender differences. Married and more experienced employees exhibited higher emotional intelligence and OCB, whereas unmarried and less experienced individuals had increased spiritual intelligence. No significant differences were noted between IT and non-IT sectors. Emotional intelligence predicted OCB, but spiritual intelligence did not. Limitations included a cross-sectional design and reliance on self-reports. The findings suggest that organizations should prioritize emotional intelligence training and adapt engagement strategies based on employee demographics for a more effective workplace. NAJP. -
Digital Dignity: Ethical AI Governance for Protecting Religious Freedom
The chapter describes how artificial intelligence intersects with freedom of religion or belief through an analysis of policy deficiencies followed by proposed guidelines to address biases and discriminatory practices and cultural sensitivity problems. The implementation of a "human rights by design" method should become the standard practice by incorporating diverse data collection and bias assessment procedures and processes that explain artificial intelligence protocols and require collaboration between stakeholders. The chapter supports faith leader participation in AI development processes through a design method that also requires an adaptive governance system adapted to evolving religions and technologies. The integration of FoRB into AI ethics requires the analysis of best practices from IBM's fairness toolkit alongside Boston's transparency policies and the development of cross- border coordination systems that admit oversight mechanisms as an immediate requirement. 2026 by IGI Global Scientific Publishing. All rights reserved. -
Educational Foundations on Cultural Immersion and Sustainable Development
Cultural immersion is experiential learning that fosters deep understanding of cultural exchange. Its power lies in driving sustainable development across global communities. This chapter analyzes cultural immersion through SDG 4's Quality Education framework, focusing on inclusive learning, vocational training, and sustainability education. These elements build intercultural competence and nurture responsible global citizenship. The study explores how cultural immersion supports sustainable development through quality education. Its theoretical framework reveals how experiential learning transforms perspectives and practices. Ultimately, this approach demonstrates cultural immersion's capacity to shape societies by connecting knowledge, empathy and concrete action, creating a more interconnected world from a holistic perspective. 2026 by IGI Global Scientific Publishing. All rights reserved. -
The enigmatic gut-brain-immune trio in brain and behavior disorders
The human gut is a bustling colony of micro-inhabitants such as bacteria, archaea, and eukarya. These microbes inhabited the earth trillions of years before humans, evolved along with humans, and have now outnumbered humans. It has now been established without doubt that these microbiota within us play a significant role in the maintenance of our physical health. They exist in a symbiotic and/or commensal relationship within the host body and assist in digestion, metabolism, and regulation of the immune functions. Interestingly, recent reports suggest that these aliens can regulated our brain and behaviour too. The role of the gut-brain axis in the overall well-being is becoming increasingly evident and nurturing this connection might address many of the challenges in targeting illnesses of the brain. Moreover, in the wake of the COVID-19 pandemic, more and more evidences have unfolded suggesting the impact of peripheral inflammation on mental health. Here, the importance of gut microbes, peripheral immune system, and their influence on brain diseases is addressed. 2025 by IGI Global Scientific Publishing. All rights reserved. -
Are Employees Satisfied and Positive Towards Life?: From the Perspective of Subjective Wellbeing
Most of the organizations are mainly focusing on both the physical and mental wellbeing of the employees. There is not much research happening in the concept of subjective well- being. The chapter mainly focuses on the conceptual definition of the term. Also, examines the effective and cognitive aspects of subjective well- being. It also focuses on the factors where the factors focus on personal and organizational factors and outcomes that are related to the concept of subjective wellbeing. This chapter also gives some insights into managers on the importance of the subjective wellbeing as a concept in the organization and how it fosters the over wellbeing of the individual as well as organization. 2025 by IGI Global Scientific Publishing. -
Characterization and properties of plant extract-derived nanostructured carbon materials
The remarkable features of carbon nanomaterials, which include graphene, fullerenes, carbon nanotubes (CNTs), and carbon nanofibers, have elevated them to the forefront of material science study. These nanoparticles are very desirable for a variety of applications, such as electronics, energy storage, composites, and biomedical devices, due to their exceptional mechanical, electrical, thermal, and chemical properties. This chapter offers a thorough rundown of the essential characteristics and cutting-edge methods for characterizing carbon nanomaterials. We examine the inherent qualities of several carbon nanostructures, emphasizing their surface chemistry, electrical and thermal conductivity, and mechanical strength. Every one of these characteristics is essential for figuring out whether carbon nanoparticles are appropriate for a given application. The chapter also covers cutting-edge characterization methods that are crucial for assessing the caliber and characteristics of carbon nanomaterials. AFM, X-ray diffraction (XRD), Raman spectroscopy, transmission electron microscopy (TEM), scanning electron microscopy (SEM), and other spectroscopic techniques are covered in detail. These methods offer vital information on the shape, composition, purity, density of defects, and electrical characteristics of carbon nanomaterials. 2025 Elsevier Inc. All rights reserved. -
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Photoresponse and electrochemical behaviour of azobenzene anchored graphene oxide for energy storage application
Solar energy is considered to be a renewable source of energy that is intrinsically more sustainable than fossil fuels. Developing photoactive hybrid materials to store solar energy has recently received much attention. Herein, a photoactive molecule-graphene oxide hybrid was synthesized and characterized systematically. The solar energy storage performances of the hybrids were studied using various photophysical studies. The energy density and power density of the hybrid materials were 47 WhKg?1 and 156.6 WKg-1 respectively which showed 3 fold higher than the pristine compound. The photoelectrochemical behaviour of the hybrid were also studied using Cyclic voltammetry and Electrochemical impedance spectroscopy (EIS). Results showed the electrochemical performances can be varied due to their changing conformations from trans-to-cis isomerization. This work enables the research community in developing a promising material for solar thermal fuels as well as in energy storage devices. 2023 Elsevier B.V.