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With the outbreak of the global pandemic of COVID-19, India witnessed one of the largest reverse migrations in its entire history. Amid continuously streaming heart-rending visuals of migrant workers struggling to somehow return to their place of origin, Uttar Pradesh emerged as the recipient of huge 3.2 million migrant workers employed in the informal sector. Accepting, welcoming, helping, encouraging and offering employment to those destitute workers amid the pandemic was a difficult task for the state government. An appropriate management of this problem has made it a classic case of crisis management by a state chief minister who dares to think beyond the reflex paranoia about resource crunch so as to come up with an improvised strategy. Purpose of this article is to discuss the crisis of reverse migration amid COVID-19 and the initiatives taken by the Government of Uttar Pradesh. The article uses case study approach to analyse the problem of livelihood faced by the migrant workers and the innovative model of employment and rehabilitation envisioned and implemented by the state government. Based on secondary data, it observes positive impact of skill mapping and other key strategies of the Government of Uttar Pradesh.

The aim of present research is to examine the influence of identified factors on efficacy of electronic word-of-mouth (e-WOM) for selected e-retailers on social media platform Twitter, applying data mining technique through python software programming. Taking the use of different programming and context as a research gap, the relationship among three important factors viz; network related, text related and time related factors and their influence on e-WOM has been examined on randomly tracked 2582 tweets about two of the reputed Indian e-retailers, Snapdeal and Flipkart. This study may be of immense help to e-retailers in identifying their reference customers (influential customers) on social media platform which in turn may be channelized for the purpose of viral marketing and other communication campaigns.

PurposeThe aim of this paper is to discuss the role of the economic revitalization programme, One District One Product (ODOP) implemented in the state of Uttar Pradesh of India in 2018, examine its strategy, and analyze its impact on employment generation, export promotion and economic growth of the state from 2018 to 2020.Design/methodology/approachAlong with extensive literature, this paper uses case study approach for discussion. Arguments and facts are based on secondary data comprising of research by scholars, international agencies, government publications, websites, news reports, etc.FindingsThis paper presents positive impact of the systematically crafted ODOP programme. Nevertheless, for desired success, it signifies the inevitability of active participation and engagement of public that has always been a precarious subject in the literature of public administration and governance.OriginalityThis paper offers a guiding live example for other states/countries to successfully implement ODOP programme which is a transformational step for realizing the true potential of each district. Strategies like ODOP may serve as an agent of change and be of immense help to governments in solving the problems of economic inequalities and regional imbalances.