Soils receiving organic manures with and without chemical fertilizers for the last 7 yr with pearlmillet–wheat cropping sequence were compared for soil chemical and biological properties. The application of farmyard manure, poultry manure, and sugarcane filter cake alone or in combination with chemical fertilizers improved the soil organic C, total N, P, and K status. The increase in soil microbial‐biomass C and N was observed in soils receiving organic manures only or with the combined application of organic manures and chemical fertilizers compared to soils receiving chemical fertilizers only. Basal and glucose‐induced respiration, potentially mineralizable N, and arginine ammonification were higher in soils amended with organic manures with or without chemical fertilizers, indicating that more active microflora is associated with organic and integrated system using organic manures and chemical fertilizers together which is important for nutrient cycling.

PurposeAdvancement in technology has increased the use of social media among Internet users. People are on social media all day and brands cannot miss this opportunity to turn these users into potential customers. The purpose of this research paper is to identify the prominent social media platforms in Indian beauty and wellness industry and to establish dimensions of social media activities.Design/methodology/approachThis is a qualitative study in which in-depth interviews were conducted with owners and managers of beauty and wellness centres, who use social media for promotion of their business.FindingsThis study establishes 5M's of social media activities (Motives, Media, Management, Merits and Metrics) that play a major role in social media promotion. It also identifies that Facebook and Instagram are prominent social media platforms for this industry, followed by Snapchat, YouTube and LinkedIn.Research limitations/implicationsBeing a qualitative study, it is exploratory in nature and confined to beauty and wellness centres only, thus, findings cannot be generalised. Research implication is that social media still preserves its popularity over traditional media for marketing purposes.Practical implicationsThe results of the study are useful for business owners, promoters and marketers, who are struggling to effectively use this low-cost marketing tool.Social implicationsThe result of the study are useful in providing awareness and the importance of social media in promoting benefits to the society.Originality/valueSocial media is extensively used for promotion of beauty services but there are very few theoretical studies on the same. This paper provides rich understanding about how to use social media effectively using 5M's.

Effects of organic fertilizers with and without the application of chemical fertilizers for seven years as part of a wheat-pearl millet cropping sequence on soil chemical properties and the establishment of nitrogen fixing bacteria in the rhizosphere were examined. The application of farmyard manure, poultry manure, and sugarcane filter cake alone or in combination with chemical fertilizers improved the soil organic C, total N, P, and K status. Larger populations of Azotobacter chroococcum and Rhizobium leguminosarum biovar trifolii in the rhizosphere of wheat and Egyptian clover respectively, were maintained in soils receiving organic fertilizers either alone or in combination with chemical fertilizers than in soils given chemical fertilizers alone.

No abstract

PurposeThe rise in the use of Internet technologies and social media has shifted the marketing practices from offline to online. This study aims to determine the pros and cons of social media marketing in the beauty and wellness industry.Design/methodology/approachIn-depth interviews were conducted with the owners and marketing executives of beauty and wellness centers to understand the use of popular social media platforms in this industry and their pros and cons.FindingsThe researchers identified eight merits and seven demerits of social media in the beauty and wellness industry. Every respondent is happy and satisfied with social media use, particularly Instagram and Facebook. Irrespective of the demerits, they have shown the intention to increase its usage in the future. The merits override demerits; thus, social media is a blessing for this industry from the owners' perspective.Research limitations/implicationsThe research is exploratory and is confined to just one industry. Research implication is that the visual nature of social media makes it a powerful tool for the promotion of the beauty and wellness industry.Practical implicationsThe study's findings will be beneficial for small-scale businesses as it will push them to take advantage of this low-cost marketing tool.Social implicationsSocial media marketing is helpful for communication and marketing purposes for society.Originality/valueThe beauty and wellness industry remained unfocused by researchers because it is highly unorganized, fragmented and not regulated, yet has huge growth potential. This research will provide a closer look at this industry as well as social media marketing.