The main aim of this study was to explore the role of light microscopy in the identification of microalgae as a source of study. Three microalgal species (Nostoc, Anabaena, and Volvox) were identified by light. In this study, different parameters of the oil extraction process from algae biomass were studied. The samples of Nostoc, Anabaena, and Volvox were collected from the freshwater bodies in Lahore, and the samples were identified by light microscopy. Pretreatment of algae was done which includes harvesting, drying, and grinding. The sun drying of sample was done. Solvent extraction was done for the extraction of oil from algal cells. Solvent n‐hexane and diethyl ether were used alone as well as in combination. Effects of n‐hexane to oil ratio, size of algal biomass, and contact time on the percentage yield of extracted oil were studied and analyzed. It was concluded that maximum amount of oil was extracted from algae by using a greater ratio of solvent to algal biomass, maximum contact time, and smaller algal biomass size. The extracted oil yield was satisfactory, demonstrating the potential of microalgae for biodiesel production. It was discovered that if algal oil is subjected to transesterification, it can be turned into biodiesel, and light microscopy can be used to assess anatomical characteristics. However, more research will be required for transesterification.
This study aims at exploring the role of Online Brand Engagement (OBE) in retaining customers, augmenting brand loyalty elevating brand image & strengthening brand association. This is an exploratory study with qualitative approach & netnographic technique of data collection. Using purposive sampling, 20 social media users were voluntarily selected to participate in this study, they strived to engage themselves with the restaurant brands on their online pages for more than a month, the researchers then conducted semi-structured in-depth interviews from those participants to explore the framework of online brand engagement in Pakistan. Thematic finding indicates that satisfactory online brand engagement triggers special feeling for the brand and that results in generation of word of mouth. It also creates ease and convenience that foster the customer-brand relationship. Moreover, positive OBE develops sense of trust which strength image of that brand, customer feel associated with the brands. This whole process culminates into customer retention and brand loyalty.
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