All Papers

Enhancing Customer Loyalty Through Digital Engagement and Trust in the Fashion Industry of Pakistan

Research Article

This study uses Relationship Marketing Theory, to examine the role of Social CRM and trust in affecting customer loyalty in the apparel sector. While the focus of the study is to identify role of social CRM and customer trust on creating customer loyalty by utilizing social media channels by fashion brands of Pakistan. The data collection involved structured surveys administered [...]

By Dr. Minhaj Ikram, Mian Syed Bilal, Sabahat Urooj Volume 20, Issue 1 2026 Keywords: Social CRM, Customer Loyalty, Customer Satisfaction, Customer Trust Read more

Market Integration and Spatial Price Transmission among the Pakistani and Central Asian Wheat Flour Markets

Research Article

We investigated the extent of the wheat flour market integration among Central and South Asian countries from 2006 to 2023. We employed the Vector Error Correction Model (VECM) combined with Granger causality tests to determine the degree of integration, the underlying short-run adjustments, and the direction of causality. The results of the study confirmed the existence of long-run co-integration among [...]

By Ahmed Shafique Joyo, Abdul Hafeez Joyo, Mohammad Arif Gujjar, Ghazala Tunio and Ashiq Ali Joyo Volume 19, Issue 2 2025 Keywords: Wheat flour market integration; Vector Error Correction Model; Pakistan; Afghanistan; Kazakhstan. Read more

Does Leadership influence University Social Responsibility and It's Image ?

Research Article

The role of universities has been manifested from excellent education to national economic growth and social contribution for community development. This study aims to focus on role of transformational leadership in enhancing university social responsibility (USR) and improve university reputation among stakeholders. This is a cross sectional quantitative study to measure the relationship among variables. Transformational leadership (TL), USR and [...]

By Safdar Nadeem Ch, Nazar Hussain Phulpoto, Syed Muneer Ahmed Shah Volume 19, Issue 2 2025 Keywords: Transformational Leadership, University Social responsibility, Image, Student’s engagement. Read more

Fairness at Work: How Organizational Justice Drives Employee Satisfaction and Performance in Rural Pakistani Banks

Research Article

The study This study examines the impact of organizational justice on job satisfaction and performance of employees in rural banking sector in Sindh, Pakistan. Based on the Equity Theory, Social Exchange Theory, and Organizational Support Theory, the paper explores the relationship between employee distributive, procedural and interactional justice perceptions and their work attitude and behavior. A quantitative methodology was employed [...]

By Azhar Hussain Soofi Volume 19, Issue 2 2025 Keywords: Organizational Justice, Job Satisfaction, Employee Performance, Rural Banking. Read more

Exploration of the Factors Influencing Policyholders' Satisfaction with Life Insurance Products: A Study of Pakistani Life Insurance

Research Article

Life insurance sector in Pakistan has rarely explored customer intention towards life insurance products. Life insurance distribution channels fill the gap of customer uncertainty and pull them towards life insurance products with enhanced productive features. This study aims to investigate the elements affecting Pakistani policyholders' contentment with life insurance products. Further, this research will help insurance companies create strategies to [...]

By Dr. Muhammad Nawaz Iqbal, Dr. Tooba Atif, Dr. Sheeba Farhan Volume 19, Issue 2 2025 Keywords: Product line, distribution channels, Takaful products. Life insurance industry Read more

Status, Society, and Spending: Peer Pressure, Popularity, and Attitudes toward Luxury Products Consumption among Youth in Balochistan, Pakistan

Research Article

The study is investigating the way peer pressure and Popularity can actually influence the attitudes of youth towards luxury products consumption in Balochistan, Pakistan. Based on the Social Consumption Motivation Theory (SCMT) the study is further assessing the mediating role of the social consumption motivation (SCM). The data was collected from 300 students of university with a structured questionnaire and [...]

By Sadaf Amjad, Asia Bibi, Zia Ur Rehman Volume 19, Issue 2 2025 Keywords: Popularity, Social Consumption Motivation, Peer Pressure, Attitude and Buying Behavior. Read more

How Does Pandemic Simultaneously Alleviate and Aggravate the Effects of Workplace Incivility?

Research Article

Workplace incivility encountered by service employees often aggravate negative outcomes, an assertion well advocated in extant literature. However, the unexpected nuance behaviors and stress responses of employees amid pandemic remain largely underexplored. Hence, by employing conservation of resource and individual adaptability theories, this study is among the few that uniquely illuminates both the adverse and beneficial effects of COVID-19 on [...]

By Bilal Ahmad Volume 19, Issue 1 2025 Keywords: Workplace incivility, job stress, work-life imbalance, turnover intentions, COVID driven anxiety. Read more

Multiple Mediation Analysis and Binary Mediators: A Methodological Brief

Research Article

The paper briefly reviews mediation analysis and provides a detailed review of newly available estimation techniques dealing with categorical variables. The focus of the paper is on dealing with binary mediators. It discusses some recent methods such as marginal mediation analysis in detail highlighting the theoretical underpinnings of these techniques. It also describes the strengths, weaknesses and step by step [...]

By Dr. Faiza Hassan, Dr. Hafsa Hina, Dr. Arshad Ali Volume 19, Issue 1 2025 Keywords: Mediation Analysis; Binary Mediators; Marginal Mediation; Methodological brief. Read more

Sustainability in Malaysian Sukuk Issuers: Financial vs. Non-financial Firms via Machine Learning

Research Article

Drawing upon Resource Dependency and Resource-Based theories, corporate social sustainability (CS) is understood as a method of stakeholder management critically influenced by a firm's resources. Firms possessing more long-term resources are positioned to exhibit better CS performance. These theories further suggest that differences in available resources lead to differentiated CS performance between financial institutions (FI) and non-financial institutions (NFI). Sukuk, [...]

By Awais Ur Rehman, Arsalan Haneef Malik, Abdul Khalique, Arsalan Qayyum, Aniqa Arslan Volume 19, Issue 1 2025 Keywords: Resource dependency theory, resource-based view, corporate social sustainability, Mursala, Sukuk, Maslaha. Read more

Meritocracy vs Tradition: AVPs' Perspectives on Promotion Practices and Organisational Justice in Karachi's Private Banks

Research Article

This qualitative study explores how Assistant Vice Presidents (AVPs) in Karachi’s private banking sector perceive promotion practices, weighing meritocratic ideals against traditional influences like nepotism and seniority. Fifteen AVPs from several diverse banks were purposively selected; data saturation occurred at interview 12 and was confirmed by three additional interviews. Semi-structured interviews were conducted between January and March 2025 and then [...]

By Zubair Ahmed Pirzada, Prof. Dr. Syed Muneer Ahmed Shah, Dr. Shoukat Ali Mahar Volume 19, Issue 1 2025 Keywords: Meritocracy; Traditional Promotion Practices; Organizational Justice; Assistant Vice Presidents; Private Banks; Karachi; Nepotism; Favouritism; Semi-Structured Interviews; Thematic Analysis. Read more

Financial Performance of Microfinance Institutions: A Comparative Analysis between Pakistan and India

Research Article

This study aims to identify the key factors influencing the financial performance of microfinance institutions in Pakistan and India. Secondary data for both countries has been extracted from 2010 to 2019 from the firms' annual reports and MIX Market. Generalized least squares regression has been employed to analyze the data. The results of multiple regression models suggest that in Pakistan, [...]

By Farah Naz, Khadija Mansoor, Ather Azim Khan, Tooba Lutfullah, Veera Salman Volume 19, Issue 1 2025 Keywords: Microfinance Institutions, Financial Performance, OSS, PM, ROA, Pakistan, India. Read more

A Step Towards Sustainable Development: Can Electronic Media Fosters Sustainable Consumption Behavior?

Research Article

Change in climate has deeply affected the entire ecosystem. It is the responsibility of every individual to protect the Earth. With many followers, the main burden can lie with individual competitive bodies, such as the media. In the present era, media is considered a significant influencer; thus, media might engage in stimulating green actions. Hence, the current inquiry is designed [...]

By Sajid Ali Volume 18, Issue 2 2024 Keywords: Electronic Media, Sustainability, Consumption Behavior, Smart PLS, Pakistan. Read more

Breaking Barriers: The Opportunities and Challenges of Women in Educational Leadership in Balochistan

Research Article

These days, when we are heading to the 21st century, in the era of globalization and the world changing drastically, women are also playing their role in every sphere of life and making their place in society. Pakistani women also take positions in every area of work, like health, politics, and education, as well as higher-level administrative and leadership positions. [...]

By Sadaf Amjad Volume 18, Issue 2 2024 Keywords: Women leaders, challenges, opportunities, family, education, organizational and societal culture Read more

Exploring Potential Topics in Organizational Citizenship Behavior of Era 4.0 in Indonesia: A Bibliometric Analysis

Research Article

The concept of organizational citizenship behavior (OCB) is increasingly recognized as a vital factor contributing to organizational success. OCB is critical in the 4.0 era because it helps organizations adapt to changes and complexities. This research seeks to identify the development of OCB-related publications from co-author and co-occurrence and see the potential for future research. Bibliometric analysis was performed [...]

By Arif Rahman Hakim, Aniek Rumijati Volume 18, Issue 2 2024 Keywords: Organizational Citizenship Behavior, SDGs, Era 4.0, Bibliometric Analysis. Read more

Evaluating the Influence of SMS Advertising on Consumer Purchase Intention: A PLS-SEM Approach

Research Article

Short Message Service (SMS) advertisements through cellular phones play a dominant role in the promotion of any product or service. The current study intends to inspect the effect of SMS advertising on consumer purchase intention using the Stimulus-Organism-Response (SOR) model. The data is gathered from 304 people to examine the consumers' intentions towards SMS advertisements. For this purpose, a close-ended [...]

By Hamza Asif Ansari Volume 18, Issue 2 2024 Keywords: SMS advertising perception, SMS advertising value, purchase intention, Attitude towards SMS advertising value, SOR framework. Read more

Payment Behavior Dynamics Using Mental Accounting Theory: The Moderating Effect of Self-Control

Research Article

Despite the burgeoning dominance of digital payments, there is a dearth of research exploring psychological factors that drive consumers to their excessive use as compared to conventional cash payments. This study fills the gap and examines the effect of different payment methods on consumer payment behavior through the lens of mental accounting theory. The study also introduces a moderation of [...]

By Mohay Ud Din Shah, Ikram Ullah Khan, Aftab Khan, Khush Dil Khan Volume 18, Issue 2 2024 Keywords: Payment methods, Payment Behavior, Digital Payments, Cash Payments, Self-control, Mental Accounting Theory, Pakistan Read more

Impact of Organizational Capital on Service-Oriented Organizational Citizenship Behavior: Mediating role of Employee Organizational Commitment and Wellbeing

Research Article

The purpose of present study is to investigate the impact of organizational capital (economic, human, social, and physical) on employee organizational commitment and employee wellbeing. Also, to assess how these factors affect service-oriented organizational citizenship behavior. Moreover, it is designed to identify the mediating role of employee organizational commitment and well-being. In doing so, "Partial Least Squares Structural Equation Modeling [...]

By Faiza Hakim Shah Volume 18, Issue 1 2024 Keywords: Organizational Capital, Organizational Commitment, Wellbeing, Service Industry, Smart PLS. Read more

The Effect of Sustainable Packaging Practices on Youthful Bangladeshi Consumers' Preferences and Purchasing Behaviour: Application on Food and Beverage Market

Research Article

Sustainable practices, such as sustainable packaging, have risen in importance for consumers and businesses as global environmental concerns grow. This research investigates the impact of sustainable packaging practices on the preferences and purchasing behaviour of youthful Bangladeshi consumers in the food and beverage market, illuminating a crucial aspect of sustainable consumption in a developing country. The primary methodology used in [...]

By Abdul Hasib Mollah, Masuma Wahab, S.M Shakaout Srabon Volume 18, Issue 1 2024 Keywords: Sustainable packaging, purchasing behaviour, sustainability, food and beverage market, environmental impact. Read more

Examining the Influence of Technostress Inhibitors on Work-Related Stress and its Impact on Performance Outcomes in Human Resource Management

Research Article

The study aims to find out the elements that alleviate the stress of technology in the department of human resources and illustrate the effects of technostress inhibitors on employee organizational commitment, employee satisfaction towards their job, negative affectivity, and technology-enabled performance. The study used self-administrative and online questionnaires to collect the data. A structural equational modeling technique has been used [...]

By Areeba Sarwar Volume 18, Issue 1 2024 Keywords: Technostress inhibitors, HRT work stress, Organizational Commitment, Job satisfaction, technology enabled performance, negative affectivity, HR staff, HR technologies. Read more

Exploring the Role of Microfinancing, Opportunities, and Risk in Women Entrepreneurship development: A study of Balochistan, Pakistan

Research Article

Women play a central role in economic development of any country, but despite this fact, still women are far behind in performing this role. There are many obstacles such as poverty, unemployment, lack of finance, risk of loss, limited opportunities, and high illiteracy. The core objective of this research study is to explore the role of microfinancing, opportunities, and risk [...]

By Sadaf Amjad Volume 18, Issue 1 2024 Keywords: Women entrepreneurship, microfinancing, level of risk and opportunities. Read more