Journal of Advanced Research in Journalism & Mass Communication

Employee Engagement and its Impact on Productivity in the IT Sector of Ernakulam District in Keralam

2026-07-21T10:21:16+00:00

Employee engagement plays an important role in improving employee motivation, commitment, job satisfaction, and organisational performance. The study identifies major factors influencing employee engagement such as managerial support, communication, recognition and rewards, teamwork, work-life balance, and career growth opportunities. It is based on primary and secondary data. The findings reveal that most employees are positively engaged in their organisations and believe that employee engagement improves productivity and work performance. The study also identified that supportive leadership, recognition, and positive workplace culture help improve employee satisfaction and organisational commitment. However, work-related stress and workload pressure remain important challenges affecting employee engagement. The conclusion is that employee engagement significantly contributes to employee productivity and organisational success in the IT sector of the Ernakulam district. Therefore, organisations should adopt effective employee engagement strategies to improve employee satisfaction, employee retention, and overall organisational performance.

Representing Vata, Pitta and Kapha in Print and Digital Media Platforms

2026-06-07T11:36:20+00:00

The growing popularity of wellness communication across print and digital media has contributed to the renewed visibility of Ayurvedic concepts among global audiences. This study examines how the tri-dosha categories of Vata, Pitta and Kapha are represented, framed and communicated across contemporary media platforms. The research draws on a corpus of 50,000 words from leading health and wellness blogs, 500 Instagram posts tagged #Vata, #Pitta and #Kapha and 20 wellness magazine articles. The Metaphor Identification Procedure Vrije Universiteit (MIPVU) was employed to identify metaphorical expressions while semi-structured interviews with ten wellness influencers provided insights into content creation and communication strategies. The findings reveal that media representations of the doshas are structured around three dominant metaphorical frames: Vata as wind and mental restlessness, Pitta as fire and motivation and Kapha as earth-water and stability. Significant differences were observed across media formats. Instagram favours concise and visually driven representations, blogs develop narrative-based wellness journeys and magazines combine educational content with visual and historical framing. The study further demonstrates how dosha metaphors function as communicative resources for audience engagement, self-identification, wellness branding and community formation. The research contributes to journalism and mass communication scholarship by showing how traditional knowledge systems are recontextualized within contemporary media environments. It highlights the role of metaphorical framing in health communication and demonstrates how print and digital platforms shape the circulation, interpretation and popularization of wellness narratives.

A Study on Customer Perception Towards Digital Marketing

2026-07-17T09:08:17+00:00

Digital marketing has emerged as a vital business strategy, enabling organizations to engage customers through online platforms such as social media, search engines, websites, and email. This study examines customer perceptions towards digital marketing , and analyses its influence on consumer buying behaviour. A descriptive research design was adopted, and primary data were collected from 50 respondents using a structured questionnaire. Secondary data were obtained from books, journals, research articles, and company sources. The collected data were analysed using percentage analysis, Pearson's correlation, ANOVA, and simple linear regression. The findings indicate that respondents have a positive perception of digital marketing, particularly social media marketing and online advertisements. Correlation analysis revealed a strong positive relationship between customer perception and consumer buying behaviour (r = 0.755). Regression analysis showed that customer perception significantly influences buying behaviour, explaining 57.4% of its variation (R² = 0.574; F = 64.685; p < 0.001). The study concludes that effective digital marketing strategies, including personalized communication, informative content, and customer engagement, positively influence consumer purchase decisions and provide valuable insights for improving marketing effectiveness and business performance.

Digital Marketing Strategies for Improving Patient Acquisition and Retention in Healthcare Organizations

2026-07-17T09:21:18+00:00

The healthcare industry has undergone significant transformation due to rapid advancements in digital technology and increasing internet usage. Patients today rely heavily on digital platforms to search for healthcare providers, compare services, read online reviews, and book appointments. As a result, digital marketing has become an essential tool for healthcare organizations seeking to improve patient acquisition and retention. This study examines the role of digital marketing strategies such as search engine optimization (SEO), social media marketing, content marketing, email marketing, online reputation management, and telemedicine promotion in attracting and retaining patients. A descriptive research methodology based on secondary data from published journals, healthcare reports, and industry publications is adopted. The findings indicate that healthcare organizations implementing comprehensive digital marketing strategies experience improved patient engagement, higher satisfaction, increased trust, and stronger patient loyalty. The study concludes that integrating digital marketing into healthcare management significantly enhances organizational performance and long-term patient relationships.