Integrity is apparently a matter of choice between what is right and what is easy. It manifests itself in everything one does- thoughts, behaviour and actions. It is more related to one’s everyday behaviour, both covert or overt and decision making. The word integrity is considered to have been originated from the French word ‘integrite or integre’, Latin integritas or integras, English integer or integrate, which conceptually means being intact and indicates wholesomeness and completeness of inner self and most importantly uprightness. Morality has its origin from Latin word ‘Mos’, which means customs. The term Ethics has been derived from the Greek word ‘Ethos’ meaning character. Integrity is more than a concept and certainly far beyond being a mere cliché. Integrity is more than morality and ethics, for these two are acclaimed externally and adhere to societal expectations of one’s conduct. Integrity, on the other hand is intrinsic in nature and is an internal state of being, an enduring personal commitment to honour moral and ethical values for moral reflection. Together, they are like a beacon that sails us through the tough turbulent currents of moral and ethical dilemmas, guiding us through states of internal and external conflicts by illuminating the path of honesty, truth, justice, and compassion.

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Purpose This paper aims to examine whether Twitter messaging can help mitigate the harm corporations suffer in the aftermath of ethical scandals. Design/methodology/approach This paper applies Web Application Programming Interfaces (API) on the Guardian and New York Times news archives to find corporations that suffered scandals between 2014 and 2019, revealing 92 publicly listed companies in the UK. Using Twitter API and the Python library, Getoldtweets, this paper extracts historical, pre-scandal – i.e. pre-2014 – tweets of the 92 firms. The paper topic-models the tweets data using Latent Dirichlet Allocation (LDA). This paper then subjects the topics to multidimensional scaling (MDS) to examine commonalities among them. Findings LDA reveals 10 topics, which group under 5 themes; these are product marketing, urgent signalling of “greenness”, customer relationship management, corporate strategy and news feeds. MDS suggests that the topics further congregate into two meta-themes of future-oriented versus immediate and individual versus global. Practical implications Provided they are sincere and legitimate, corporations’ tweets on global issues with a green agenda should help cushion the impact of ethical scandals. Overall, however, the findings suggest that Twitter messaging could be a double-edged sword, and underscore the importance of strategy. Originality/value The paper offers a first exploration of the relevance of corporate Twitter messaging in mitigating ethical scandals.

The world is undergoing change and change seems to take place everywhere. Even, the less talked industries are gaining momentum including the hair salon industry. In this research paper, we have tried to investigate the usage of hair salon among consumers in two major cities namely Delhi and Kolkata. This research primarily focuses on a mixed sample of both students and working population. A primary investigation was also conducted to identify different facts which helped in designing of the introduction part along with literature review. Later data analysis was conducted on data collected from 114 samples through online questionnaire involving both structured and unstructured questions. Statistical methods of descriptive analysis, discrimination analysis and cross tabulation (with Cramer V calculation for association test) were used to test the strength of association between prime factors based on gender. The results of this research can be useful for researchers, academicians and others in this field who can learn and benefit to a great extent.