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Purpose: India has the biggest number of active users on social media platforms, particularly Twitter. The purpose of this paper is to examine public sentiment on COVID-19 vaccines and COVID Appropriate Behaviour (CAB) by text mining (topic modeling) and network analysis supported by thematic modeling. Design/methodology/approach: A sample dataset of 115,000 tweets from the Twitter platform was used to examine the perception of the COVID-19 vaccination and CAB from January 2021 to August 2021. The research applied a machine-learning algorithm and network analysis to extract hidden and latent patterns in unstructured data to identify the most prevalent themes. The COVID-19 Vaccine Hesitancy Amplification Model was formulated, which included five key topics based on sample big data from social media. Findings: The identified themes are Social Media Adaptivity, Lack of Knowledge Providing Mechanism, Perception of Vaccine Safety Measures, Health Care Infrastructure Capabilities and Fear of Coronavirus (Coronaphobia). The study implication assists communication strategists and stakeholders design effective communication strategies using digital platforms. The study reveals CAB themes as with Mask Wearing Issues and Employment Issues as relevant themes discussed on digital channels. Research limitations/implications: The themes extracted in the present study provide a roadmap for policy-makers and communication experts to utilize social media platforms for communicating and understanding the perception of preventive measures of vaccination and CAB. As evidenced by the increased engagement on social media platforms during the COVID-19-induced lockdown, digital platforms are indeed valuable from the communication perspective to be proactive in the event of a similar situation. Moreover, significant themes, including social media adaptivity, absence of knowledge-providing mechanism and perception of safety measures of the vaccine, are the critical parameters leading to an amplified effect on vaccine hesitancy. Practical implications: The COVID-19 Vaccine Hesitancy Amplification Themes (CVHAT) equips stakeholders and government strategists with a preconfigured paradigm to tackle dedicated communication campaigns and assess digital community behavior during health emergencies COVID-19. Social implications: The increased acceptance of vaccines and the following of CAB decrease the advocacy of mutation of the virus and promote the healthy being of the people. As CAB has been mentioned as a preventive strategy against the COVID-19 pandemic, the research preposition promotes communication intervention which helps to mitigate future such pandemics. As developing, economies require effective communication strategies for vaccine acceptance and CAB, this study contributes to filling the gap using a digital environment. Originality/value: Chan et al. (2020) recommended using social media platforms for public knowledge dissemination. The study observed that the value of a communication strategy is increased when communication happens using highly trusted and accessible channels such as Twitter and Facebook. With the preceding context, the present study is a novel approach to contribute toward digital communication strategies related to vaccination and CAB. [ABSTRACT FROM AUTHOR]

Purpose: This study aims to explore the use of evolutionary and institutionalization models to understand the technical progression of sustainability in political organizations and their contribution to sustainable effectiveness. It describes the evolution of mass media, political marketing, in the organization's strategy and design and the methods it is using to institutionalize this political and transition change. Design/methodology/approach: The study describes models of sustainability evolution and political and technical change, in political and social life in transition state Montenegro. Findings: Online and internet presentations of political programs, political blogs, sites that promote the national history and culture of the desired perception – the achievements have already risen in Montenegro in the first decade of the new millennium and beyond. Internet presentation of political subjects are reduced mainly to a brief presentation of history and of political parties, and mostly during the current election campaign, serving to inform the public about the program and promotion announcements. Originality/value: The findings of this study will help senior executives with responsibility for transition states. The aim of this paper is to show the transformation of the media during the transition period from one political system to another. With the use of descriptive methodological postulates and numerous case studies. With a wealth of facts and examples, which contributes to the originality and value of the article. The significance and originality of this research and article is reflected in a comprehensive and multidisciplinary approach to the transition process and quantitative and qualitative development of the media. [ABSTRACT FROM AUTHOR]