Journal of Advanced Research in Journalism & Mass Communication

Perceiving Madan Bhandari and People’s Multiparty Democracy: A Conceptual Review of Political Awareness among Young Students

Sunil Paudel — 2026-08-04

This article looks into the idea of political awareness among Nepali youths by examining their political perception, with special focus on bachelor level students in Kathmandu. Political identity construction among the young generation matters a great deal because today’s students are tomorrow’s citizens, voters and leaders. Even so, we still know little about how Nepali youths, fundamentally the college students, come to know and remember leaders of the past, such as Madan Bhandari and how they relate themselves to his political idea of People’s Multiparty Democracy (PMPD). We also know little about how this memory connects with the wider question of democratic awareness among the young generation today. This review article brings together existing studies on political socialization, youth identity, collective memory and political communication in Nepal. It builds a conceptual understanding of how young university students might know, remember and perceive Bhandari and PMPD. The review suggests that Nepali youth are not cut off from politics even though many of them keep some distance from party activities. Most students are likely to recognize Bhandari as a respected national figure but their grasp of PMPD as a complete political idea may remain partial. The article creates discussion on political education and proposes a design for future empirical research using in depth interviews with young students.

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

JIMMY SHARMA — 2026-07-01

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

KALAPALA. GOPI — 2026-07-17

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

Hameed Ah — 2026-07-17

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.

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

N.Karunakaran — 2026-07-21

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.

Symbiotic Growth: Exploring the Interplay between The Promotion of Medical and Eco-Tourism

Jyoti Pandey — 2026-07-31

This research paper delves into the dynamic relationship between the promotion of medical tourism and eco-tourism, unveiling a symbiotic alliance that holds promise for both medical and ecotourism sectors. With the global landscape witnessing a surge in healthcare globalization and environmental consciousness, this study aims to explore how the convergence of these seemingly disparate domains can yield mutual benefits.

The paper begins by scrutinizing the motivations and factors driving individuals to seek medical treatments abroad, emphasizing the role of cost-effectiveness, high-quality healthcare, and the allure of exotic destinations. Simultaneously, it investigates the escalating interest in eco-tourism, where travellers seek sustainable and environmentally responsible experiences, showcasing a growing awareness of the impact of tourism on the planet.

As the research unfolds, attention is directed towards destinations that strategically integrate medical facilities with eco-friendly initiatives. Case studies from select regions illustrate successful models where healthcare facilities are not only state-of-the-art but also nestled in ecologically rich environments, offering patients a holistic healing experience.

The study also addresses the economic implications for host countries, emphasizing how a robust medical tourism sector can contribute to the conservation and preservation of natural resources through revenue generated. Furthermore, eco-tourism initiatives stand to benefit from the influx of medical tourists, as these individuals often engage in environmentally conscious activities during their recovery or leisure periods.

Additionally, the paper explores the role of government policies and marketing strategies in fostering this dual promotion. By analysing successful campaigns and policies, the research aims to provide insights for policymakers and stakeholders seeking to replicate these models for sustainable growth.

Effectiveness of Instagram Advertisements on College Students’ Buying Behaviour in Baddowal, Ludniana

Rajandeep Kaur — 2026-07-31

The present study examines the effectiveness of Instagram advertisements on the buying behaviour of college students aged 18–25 years in Baddowal, Ludhiana, Punjab. This study takes a closer look at how effective Instagram ads are in shaping the buying habits Instagram has emerged as a top social media platform, popular for entertainment, communication, and marketing. Businesses are increasingly turning to Instagram ads like sponsored posts, reels, stories, and influencer promotions to reach younger audiences.

A large portion of Instagram's users are college students who frequently come across these ads in their daily online activities. This research aims to assess how often college students are exposed to Instagram ads, examine the influence these ads have on their purchasing behavior, and identify the key factors that contribute to the effectiveness of these ads.

The study specifically targets college students aged 18 to 25 be located in in the Baddowal area of Ludhiana, Punjab. To gather data, the research utilizes quantitative method. The quantitative aspect involves collecting primary data through a well-structured survey questionnaire distributed among college students. The responses are then analyzed using simple statistical tools like percentages, tables, and graphs. The findings from this study will provide valuable insights into how Instagram ads influence consumer awareness, product interest, brand perception, and purchasing choices among young individuals. The results are anticipated to help marketers, advertisers, and businesses develop more effective and engaging social media advertising strategies targeted at young consumers.