Notice Board :





Volume XVII Issue X

Author Name
Dilip Kumar Das, Kamni Laheriya
Year Of Publication
2025
Volume and Issue
Volume 17 Issue 10
Abstract
In recent decades, the increasing frequency and intensity of earthquakes in India have highlighted the urgent need for evaluating and strengthening existing building stock to ensure public safety and structural resilience. This experimental study focuses on the seismic evaluation of existing multistorey reinforced concrete (RC) and masonry buildings, integrating modern methodologies such as non-destructive testing (NDT), demand–capacity ratio (DCR) approach, pushover analysis, and field surveys. Drawing from the dissertation "Seismic Evaluation and Retrofit of Existing Multistorey Buildings in India," the research examines real-world applications through case studies in high-seismic zones like Guwahati (Zone V), Bhuj (Zone V), and Delhi (Zone IV). Experimental procedures include material characterization using rebound hammer, ultrasonic pulse velocity (UPV), core extraction, and half-cell potential tests to assess in-situ properties. Retrofitting strategies, such as concrete jacketing,
PaperID
2025/EUSRM/10/2025/61742

Author Name
Pooja Giradkar
Year Of Publication
2025
Volume and Issue
Volume 17 Issue 10
Abstract
The rapid integration of generative artificial intelligence (GenAI) into marketing communication has transformed the way brands create advertising copy, images, videos, social-media content, and personalized customer messages. Although AI-generated brand communication offers substantial advantages in terms of efficiency, scalability, personalization, and creative experimentation, it also creates an important managerial dilemma: consumers increasingly value transparency regarding AI involvement, while disclosure of AI-generated content may simultaneously reduce perceptions of human authenticity. This phenomenon represents an authenticity paradox, in which greater transparency may improve perceptions of honesty while making the communication appear less intrinsically authentic. This study investigates the relationship between AI-generated brand communication, disclosure transparency, and perceived brand authenticity. In particular, it examines whether disclosure transparency mediates the
PaperID
2025/EUSRM/10/2025/61741a