Purpose The purpose of this paper is to see how critical and vital artificial intelligence (AI) and big data are in today’s world. Besides this, this paper also seeks to explore qualitative and theoretical perspectives to underscore the importance of AI and big data applications in multi-sectoral scenarios of businesses across the world. Moreover, this paper also aims at working out the scope of ontological communicative perspectives based on AI alongside emphasizing their relevance in business organizations that need to survive and sustain with a view to achieve their strategic goals. Design/methodology/approach This paper attempts to explore the qualitative perspectives to build a direction for strategic management via addressing the following research questions concerned with assessing the scope of ontological communicative perspectives in AI relevant to business organizations; exploring benefits of big data combined with AI in modern businesses; and underscoring the importance of AI and big data applications in multi-sectoral scenarios of businesses in today’s world. Employing bibliometric analysis along with NVivo software to do sentiment analysis, this paper attempts to develop an understanding of what happens when AI and big data are combined in businesses. Findings AI and big data have tremendous bearing on modern businesses. Because big data comprises enormous information of diverse sorts, AI-assisted machines, tools and devices help modern businesses process it quickly, efficiently and meaningfully. Therefore, business leaders and entrepreneurs need to focus heavily on ontological and communicative perspectives to deal with diverse range of challenges and problems particularly in the context of recent crises caused by COVID-19 pandemic. Research limitations/implications There is hardly any arena of human activity wherein AI and big data are not relevant. The implication of this paper is that of combining both well so that we may find answers to the difficult and challenging multi-sectoral scenarios concerning not just businesses but life at large. Moreover, automated tools based on AI such as natural language processing and speech to text also facilitate meaningful communication at various levels not just in business organizations but other fields of human activities as well. Social implications This paper has layered social implications, as it conceptually works out as to how strategically we may combine AI and big data to benefit modern business scenarios dealing with service providers, manufacturers, entrepreneurs, business leaders, customers and consumers. All the stakeholders are socio-culturally and contextually rooted/situated, and that is how this study becomes socially relevant. Originality/value This paper is an original piece of research and has been envisioned in view of the challenging business scenarios across the world today. This paper underscores the importance of strategically combining AI and big data, as they have enormous bearing on modern businesses. The insights arrived at in this paper have implications for business leaders and entrepreneurs across the globe who could focus more on ontological and communicative perspectives of AI combined with Big Data to deal with diverse range of challenges and problems that modern businesses have been facing particularly in recent times.

BACKGROUND COVID 19 has been labelled as a global pandemic by the World Health Organization (WHO). The sudden rise in death toll and devastation associated with it has put the entire infrastructure, economy and health sector to test. The only way for the prevention and control of this infectious disease is rapid and accurate screening of masses. Public Health Authorities mainly use antibody testing in hot spots using a mix of RT-PCR and antibody testing nasopharyngeal and orpharyngeal swabs. Considering the potential risk factors, constraints of time, cost and manpower, mass screening for COVID is not possible through nasopharyngeal and oropharyngeal swabs alone. Hence, to search an alternate method to diagnose for the initial screening of patients is the need of the hour globally. Saliva can also be used as one of the diagnostic modalities for coronavirus, helping in the rapid testing of individuals at home or at hospital. The article intends to explain the evidence regarding the reliability of saliva as a diagnostic specimen in COVID-19 patients and demonstrates the association and potential of detecting novel coronavirus in saliva of patients and how its implication in future can aid in diagnosis as a non - invasive diagnostic modality. KEY WORDS COVID 19, Throat Swab, Nasopharyngeal Swab, Saliva, Diagnostic Fluid

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Employee Stock Option Plans (ESOPs) have gained prominence as a successful HR strategy that improves the employees’ performance and enables the company to have an economic and strategic advantage. However, the time at which employees decide to exercise their options determines the incentive that they derive from the stock options granted to them. It is one of the crucial financial decisions which can have immense implications for both employers and employees. According to the Black Scholes Model, an option's value is maximum when it is held until maturity. But most employees exercise their options early, which comes with a cost to both the employee and the company. It can be attributed to the fact that when faced with financial decisions the individuals do not always refer to complex finance models and formulas and make decisions rationally. Instead they resort to mental accounting and shortcuts leading to bounded rationality that can unconsciously impact their decision-making process. This paper explores the literature available on behavioral factors and biases that in addition to rational factors can affect the exercise of employee stock options.

The way by which the communication is done depends upon the purpose of the communication. The complex technology-driven environment is affected by a syndrome called post-truth. Post-truth scenario is marred with a situation where there are spread of lies, rumors, propaganda, and deceit. Human perception is distorted by the spread of lies and fake news. We struggle hard to decide whether any communication which we read, or listen to, or share is true or untrue. The strategic advancements aspired by any company are based more or less on the marketing tactics of the product or service. Many strategies of the organisations are based on the communicative interactions of the corporate world with the consumers. The era of post-truth is based on emotions, opinions, and distorted facts. False advertising tactics are hitting the emotions and sentiments of the public at large. Many social media players in the move to curb the menace of false news, misinformation, and false advertisements have opted for a voluntary code of ethics.This chapter analyses the marketing communication in the era of post-truth.