This paper aims to analyse how the top over-the-top (OTT) platform is becoming a preferred source of entertainment amongst young consumers over traditional Pay TV service (Cable TV/DTH) in India and what factors play a vital role in such preferences along with gamification of content. The study follows the theoretical framework of use and gratifications theory and Niche analysis. Design/methodology/approach The study establishes a conceptual framework of understanding the preference of consumers, which triggers the shift from old media to new. This research develops an approach to understanding the relevant implications in responses of consumers through a structured online survey conducted amongst different age groups by applying exploratory and confirmatory factor analysis. To further comprehend the relations between measured variables and constructs, the statistical technique is incorporated, i.e. logistic regression. Findings Empirical results and discussion insinuated the five factors which affect consumers’ choices concerning entertainment i.e. content and viewing behaviour, expenses incurred on services, shifts influenced by offerings/incentives, convenience and telecom. Logistic regression validated the strength of these factors which made content and viewing behaviour, expenses incurred on services and convenience the three most important factors. Research limitations/implications This study analyses the driving factors that are revolutionising the entertainment industry and can be applied in designing a comfortable and engaging experience for a consumer in the future. Originality/value This research is original in nature and the findings of this study are valuable for online streaming services, video-on-demand services, Cable TV operators and entertainment content producers.

The integration of cloud databases with modern applications has become a cornerstone of scalable, flexible, and efficient data management strategies in contemporary IT environments. As organizations increasingly migrate their databases to the cloud, integrating these databases with enterprise-level applications remains a complex yet critical challenge. This research explores the integration of cloud databases using PL/SQL (Procedural Language/Structured Query Language) and Java, two widely adopted technologies for data manipulation and application development. PL/SQL, with its robust procedural capabilities within Oracle databases, and Java, with its platform independence and rich ecosystem, form a powerful combination for cloud database integration. This paper discusses the best practices, methodologies, and tools for integrating cloud databases with PL/SQL and Java, focusing on the advantages, challenges, and techniques for achieving seamless connectivity, data transformation, and performance optimization in cloud environments. Through case studies and real-world examples, this research demonstrates how these technologies can be leveraged to create efficient, scalable, and secure cloud database integration solutions.

This research aims to comprehend the effectiveness and adaptability of investment portfolios in the post-COVID era, which is characterized by increased market volatility, inflationary pressures, and geopolitical unpredictability. The primary objective is to evaluate risk-adjusted returns and discover ways to strengthen portfolios after the recovery period has ended. The lack of empirical data on resilience-building and dynamic asset allocation beyond 2020, particularly in relation to ESG integration and adaptive risk management techniques, is the research gap that this study aims to fill. The method consists of a quantitative examination of secondary data from global equities, bond, and commodity indexes for the years 2020 to 2024. We used Sharpe Ratio, Sortino Ratio, VaR, and Beta, among other portfolio indicators, to assess how well it performed when pressure was applied.   According to the data, the stability and risk-adjusted returns of portfolios that included diverse assets, such as ESG and inflation-protected securities, were higher than those of standard allocations. The conclusions demonstrate that static portfolio methods fail in volatile situations. Some of the suggestions include expanding investor education on market adaption, ESG investing, and real-time rebalancing. New research on financial resilience in the aftermath of a pandemic is enriched by this investigation.

Numerous research documents indicate that brand equity is a critical intangible asset at it impacts a firm's financial performance. This paper aims to examine the intellectual structure and thematic evolution in this field by using a bibliometric visualisation of the existing research on the relationship between brand equity and financial performance. A total of 924 research publications from 1993-2023 were extracted from Web of Science database for this study. By analysing citation patterns, co-authorship networks, keywords co-occurrences and bibliographic coupling, this paper identifies influential studies, key contributors, major clusters and thematic evolution in the field. The findings reveal there are 6 major research clusters that have shaped scholarly discourse in the field of brand equity namely, strategic marketing and performance, customer engagement and customer value, Brand equity and financial impact, Corporate social responsibility, Branding activities and firm value and Brand-based valuation. Additionally, the study highlights gaps in existing literature and provides insights for future research. This bibliometric approach offers a comprehensive overview of how brand equity contributes to financial success, making it a valuable reference for academics and practitioners alike.

The advent of digital technologies has revolutionized the marketing landscape, fundamentally altering how businesses engage with consumers. This paper explores the impact of digital transformation in marketing on consumer behavior and social dynamics. By examining various digital marketing strategies and their effects on consumer engagement, purchasing decisions, and social interactions, this study aims to provide a comprehensive understanding of the evolving marketing environment. The analysis includes insights from recent research, case studies, and theoretical frameworks to highlight the profound changes brought about by digitalization in marketing.

The Niger Delta has remained the epicentre of hydrocarbons exploration activities for over six decades. During this period, the oil companies’ operations have had severe adverse impact on the environment, arising from unabated oil spillages and massive gas flaring. All these have happened despite existing plethora of laws that are aimed at precluding the environment from adversely been impacted by hydrocarbons extraction activities. Though hydrocarbons operations are not without some pitfalls, the paper argues that the Niger Delta situation was State-created. It contends that the situation was due to the State’s sole reliance on hydrocarbons revenues to fund its budget; and the incomparable position of NNPC the joint ventures partner in relation to the oil multinationals.

The main goal of this paper is to analyze 120 YouTube videos in connection with English Learning. With respect to word length, it is interesting to note that the four-word expression has the highest frequency (159 tokens) and the highest proportion (0.14). A major point to note is that YouTubers think of the so-called word as an essential one for English learning. A further point to note is that topic 10 was the most widely used by YouTubers, followed by topic 2 (topic 7), topic 5, and topic 9, in that order. Talking about the frequency of 120 YouTube videos, the word English was the most widely used one, followed by video, shorts, practice (sentence, word), and learning (vocabulary), in that order. Finally, this paper argues that the words education, video, practice, word, speaking, news, class, study, vocabulary, lesson, sentence, etc. are linked to English and learning. It is concluded that these words linked to English and learning indicate essential prerequisites for English learning

This study aims to develop an authentic assessment instrument for spiritual attitudes and social attitudes based on character education in grade IV SD Negeri 125138 Pematangsiantar. This research method uses research and development (R & D) with a development model according to Borg and Gall. The development of the thematic average instrument based on character education and equipped with an authentic assessment instrument for spiritual attitudes and social attitudes based on character education has proven to be effective. The pretest learning outcomes of the control and experimental classes, namely the control class were 57.16 while the experimental class was 60.28. After the trial was carried out for 6 meetings, the average posttest score in the control and experimental groups increased to 71.36 and 75.56. The results of the t-test obtained tcount = 6.280 with a significance level of Sig. (2-tailed) 0.002 < = 0.05. The control class students' learning activities reached an average of 52% in the good enough category and the experimental class reached an average of 88.6% in the good category. Thus, the increase in student learning outcomes was higher in the experimental group. The N-Gain obtained is 0.54 which shows the number <0.6 which means that it is very effective.

The aim of this work is to investigate the feasibility of oil production from Avocado in Ethiopia. Being the soil nature, and the weather condition and of course the seasonality is ideal for Avocado cultivation, there is a wide production of Avocado in different area in Ethiopia. The gaps value addition program is important to removing or minimizing postharvest loss, we had engaged in studying the feasibility of the production of oil from avocado. Both market and economic feasibility has studied as it is indicated in their respective sub-sections. The market analysis reveals the availability of market gap. Because, avocado oil is most widely consumed fruit in Ethiopia, the country does not export this product to the international market due to limited production capacity but it is importing the palm oil and other type of oils in order to satisfy the demand. Economic feasibility investigation result also shows the profitability of the business idea, since, the net present value is positive which mean acceptable and viable for implementation.

The paper examined the effect of corporate social responsibility on the performance of Nigerian deposit money banks with special reference to Guarantee Trust Bank PLC in Nigeria (GTBank). The paper made positions that corporate social responsibility enhances the performance of banks. Hence, we empirically examined the impact of corporate social responsibility on profit of GTBank for the period 2006 till 2018. From the model specified, the unit root test indicated that the result was stationary at level showing there is a long run co-integration among the variables. The result of the OLS result showed that there was a positive and significant impact of corporate social responsibility on the profit performance of GTBank. We therefore recommend that all stakeholders should ensure that they encourage their banks to have serious commitment towards corporate social responsibility as this has added value to their investment in the long run.

The number of active social media users as of January 2024 reached 5.03 billion, accounting for 62% of the global population and growing consistently Year Over Year (YoY). One of the main reasons for this growth is the ability of social media platforms to foster inter-networking and to offer intuitive means for consumers to assert their impressions on business brands. In addition, this growth has been fuelled by various factors such as advances in smart phone technology, high-speed networks, cloud, and in recent times Artificial Intelligence (AI) proliferation. Given the impact such expressions can have on business brands at scale, it has become imperative for enterprises to monitor and analyse social media posts proactively and establish direct connects with consumers. Such connects could be in the form of marketing campaigns to boost sales, as well as analyse consumer trend and brand perception through social media analytics. Across the spectrum, consumers today expect instant responses to enquiries and resolutions to their issues, and given the collaborative nature of social media platforms, enterprises now need to incorporate strategies for social customer service, given the impact they can have on brands, in addition to contemporary channels such as Interactive Voice Response (IVR) systems and digital (email/chat) to improve overall Customer Experience (CX). The onset of Generative AI promises to render engaging and personalized experiences with interactive content, based on context and user behavioural analysis. This study aims to explore the key factors impacting the adoption of social media management tools for improving customer experience. By way of a systematic literature review on existing literature encompassing trends in social media channels in the wake of digitalization, corresponding impact on consumer behaviours and current customer service frameworks employed by enterprises, this study highlights the need for social customer service, an emerging topic, to become mainstream. Additionally, through gap analysis, the study postulates key factors that impact social customer service strategies, presented in the form of a conceptual framework. These factors include usability, response modalities, channel blending, technology framework and corporate governance. While the conceptual model needs to be validated empirically, the paper contributes by providing constructive insights to enterprises on factors to consider for adopting social media channels for customer service management, and improve overall brand equity.

The religious dimension of ritual (religious) and social marketing are incorporated into the structure of the research paper's structure. The paper examines religious rituals described in existing literature, as well as their relationship to spiritual consumption and consumption rituals. Also proposed is that spiritual consumption has a positive impact on well-being, which in turn leads to non-materialism. While some consumption rituals have a positive impact on society as a whole, few religious rituals lead to excessive consumption of specific commodities, which eventually leads to materialism. It is necessary to understand the social marketing impact that these rituals have on the society. A link is established between religious rituals and social marketing practises in the paper on a more general level. The findings of the study, which used religious rituals impact the society at individual level and can act as a catalyst for social change.  It is implied that social marketing campaigns can exponentially increase their chances of success by incorporating or invoking religious rituals into their campaigns