Journal of Management Science Research Review
The Journal of Management Science Research Review (JMSRR) is a double-blind peer-reviewed scholarly journal that publishes high-quality empirical and theoretical research articles in all areas of management science. The journal is committed to publishing rigorous and relevant research that makes a significant contribution to the field of management science.
EFFECT OF AI-POWERED FRAUD DETECTION SYSTEMS ON PROFITABILITY OF FINANCIAL INSTITUTIONS
This study analyzes how AI-based fraud detection systems affect the profitability of financial institutions in Pakistan. Financial fraud is also getting sophisticated and widespread, and old methods of detecting fraud are becoming ineffective. Advanced solutions (AI technologies) are provided by machine learning and big data analytics, which detect fraudulent activities in real-time, enhance accuracy, and are less expensive. The study employs a quantitative approach, where 100 financial institutions such as 20 banks, 20 insurance companies as well as 60 others are involved, and all of them have implemented AI in their fraud detection systems. Primary data was obtained using the survey method after interviewing senior managers and the IT professionals and secondary data was acquired using the annual financial performance report and paid attention to the profitability indicators such as Return on Assets (ROA), Return on Equity (ROE) and Net Profit Margin. The results indicate that the adoption of AI is very beneficial in terms of profitability as it improves the accuracy of fraud detection, minimizes the risks associated with fraud, and reduces operational expenses. Additionally, there is a role of operational efficiency in connecting AI adoption with profitability whereby the more AI is adopted the more the operational costs are reduced. This study concludes that AI-based fraud detection software is a necessity to financial institutions in an effort to enhance profitability. Through automation of fraud detection, AI enhances operational efficiency, minimizes the costs of frauds, and enables institutions to grow without the corresponding rise in staffing and resources. The study indicates that the adoption of AI is important in improving financial performance, which gives institutions a competitive edge in the financial industry. Future research might further elaborate on such results by analyzing cross-country variations and long-term effects.
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ENTREPRENEURIAL NARRATIVES OF FINTECH ADOPTION: HOW STARTUPS IN EMERGING MARKETS NAVIGATE DIGITAL FINANCIAL TRANSFORMATION
This study investigates the entrepreneurial narratives of fintech startups in Pakistan, Bangladesh, and Malaysia, striving to formulate an understanding of adoption strategies in emerging economies, particularly concerning digital financial transformation. Guided by a qualitative research design, the author conducted semi-structured interviews with 15 fintech founders and innovation managers. From the perspective of thematic analysis, the primary focus was on entrepreneurial purpose. This in-built entrepreneurial purpose is sustained through entrepreneurial acts that address adaptive challenges presented by the poorly developed, under-regulated, and unfriendly infrastructure. Bangladesh and Pakistan entrepreneurs struggle with poorly developed digital infrastructure, weak consumer confidence, and uncertain, unpredictable, and complex regulatory frameworks. In contrast, Malaysia has a more advanced fintech sector owing to policy frameworks that emphasise innovation centring on sustainable development. Regardless of the contextual disparities, all three countries’ startups demonstrate a unique entrepreneurial attitude driven by a need to include others, an adaptability to varied circumstances, and an unwavering focus on the empowering potential of technology. Research shows that in developing economies, the focus of integrating fintech emphasises the technological and socio-institutional factors. It underscores the need for stable regulation, varying degrees of financial literacy, and improvements in innovation that are equitable to help close the digital divide sustainably. This will contribute to the literature in the Global South on digital finance’s potential for economic growth and social inclusion for developing economies, and social inclusion from the perspective of fintech innovators. Keywords: Fintech adoption, entrepreneurial narratives, emerging markets, digital transformation, financial inclusion, resilience, sustainability. https://doi.org/10.5281/zenodo.17475000
ARTIFICIAL INTELLIGENCE IN ENHANCING TRAVEL ASSISTANCE AND CUSTOMER EXPERIENCE: INSIGHTS FROM THE TOURISM INDUSTRY IN NORTHERN PAKISTAN
The integration of smart technologies is transforming the travel and tourism industry by improving customer experience with innovative solutions. Faster, more convenient, and more satisfying support is now possible through tools such as chatbots, virtual assistants, and tailored processes. This paper examines how these technology-enabled solutions affect visitors to Gilgit, Hunza, and Skardu, three major destinations in northern Pakistan. Using SmartPLS structural equation modelling (SEM), multivariate analysis of 300 tourists investigates the relationship between key factors including personalization, service convenience, trust, real-time assistance, perceived value, customer satisfaction, and intention to adopt technology-driven tools. Guided by the Technology Acceptance Model (TAM), the results highlight the central importance of perceived usefulness and simplicity of use in building trust, improving customer satisfaction, and raising adoption intent. Beyond global trends, this study shows how technology can help overcome local challenges such as unstable connectivity, limited infrastructure, and service gaps in remote regions. The paper offers practical recommendations for tourism stakeholders and points to new directions for future research on technology adoption in developing countries. Keywords: Technology Acceptance Model (TAM), Artificial Intelligence, Tourism in Pakistan, Tourism Experience, AI-Powered Travel Assistance, Customer Satisfaction.
IMPACT OF CAPACITY BUILDING ON ADVANCING WOMEN'S SELF-EFFICACY AND LEADERSHIP AMBITION IN PUBLIC SECTOR UNIVERSITIES
Over the last few years, the female representation in leadership positions has been lacking in developing countries, especially within the public sector universities. The lack of self-efficacy and potential exposure to structured capacity-building programs is one of the important constraints to women's leadership advancement. This research intends to study the effects of capacity-building initiatives, including training and development opportunities, seminars, coaching and mentoring and networking to help improve female self-efficacy and leadership aspiration within academic institutions. The present research is founded on the social cognitive theory and transformational leadership theory. The research utilizes convenience sampling to collect data from public sector universities in Punjab, Pakistan. A structured questionnaire employing a Likert scale is used to assess perceptions of capacity building and leadership ambition. The present study investigates the role of institutional support toward getting the best leadership role, which is specific and helps to gain more confidence, master the skills and has a higher sense of aspiration. The findings will provide practical recommendations to policymakers and university administrators who intend to create gender equity, advance inclusive leadership, and establish viable career pathways in academia. Keywords: Capacity Building, Self-efficacy, Leadership Ambition, Institutional Support, Professional Development, Gender Equity
From Leadership to Innovation: The Mediating Role of Entrepreneurial Self-Efficacy in SMEs
Small and medium-sized enterprises (SMEs) are critical drivers of economic growth, yet they often face challenges related to resource constraints, market volatility, and limited managerial capabilities. This study investigates the role of transformational leadership (TL) in fostering corporate entrepreneurship (CE) among SME employees in Pakistan, with entrepreneurial self-efficacy (ESE) as a mediating mechanism. Drawing on Transformational Leadership Theory and Social Cognitive Theory, a quantitative, cross-sectional research design was employed. Data were collected from 200 SME employees through a structured questionnaire, and analyses were conducted using reliability, descriptive statistics, correlation, regression, and mediation techniques. Findings reveal that transformational leadership significantly enhances corporate entrepreneurship both directly and indirectly via entrepreneurial self-efficacy. Employees perceiving their leaders as transformational report higher confidence in their entrepreneurial abilities, which translates into greater innovation, risk-taking, and opportunity-seeking behaviors The study highlights the critical role of leadership and employee empowerment in promoting organizational entrepreneurial outcomes in SMEs. Implications for theory and practice, as well as avenues for future research, are discussed.
The Power Of Media In Climate Change Communication: Examining The Effectiveness Of News Outlets, Social Media Platforms, And Environmental Campaigns In Driving Behavioural And Policy Change
The research, under the title "The Power of Media in Climate Change Communication: Examining the Effectiveness of News Outlets, Social Media Platforms, and Environmental Campaigns in Driving Behavioral and Policy Change," was carried out to show how various media types may be used in informing the public, in eliciting the behavior change and the like. An approach was employed that is a combination of a quantitative survey answered by 350 respondents and a qualitative assessment of the participants' responses towards a specific theme. The outcome was different: the top way of increasing the profile of the environment and the promotion of the behavioral change was through social media platforms, followed by environmental campaigns and news outlets. The computational statistical approach also showed that media exposure, awareness, and behavioral adaptation have a strong positive correlation. The regression findings have endorsed that the media engagement was responsible for 56% of the variation in the climate-friendly behaviors observed. And, among the contributors to the policy support aspect, the environment campaigns played the vital role (R² = 0.47). At the same time, the qualitative data indicated that the interactive communication, emotional storytelling, and relatable messaging put forth by the media are the key factors responsible for people's shift to a green and sustainable lifestyle. Social media was seen as a place where one could be part of real-time engagement and mobilization, while the traditional way of news delivery gave the information its credibility and depth. To sum up, the combined results indisputably show that different media forms contribute to the formation of climate change viewpoints, support of informed decision-making, and stimulation of both individual and collective actions leading to environmental sustainability. Media, therefore, acts as a crucial link between the scientific discussion on climate change and the public reaction to it.
Impact of Green HRM Practices on Organizational Sustainability in Emerging Economy
This study evaluates the role of green human resource management (HRM) practices in the sustainability of the manufacturing industry in Pakistan during the period 2017–2024 with a special emphasis on the mediating effect of employee-driven green innovation. A total of 380 employees from major industrial centers including Karachi, Lahore, and Faisalabad participated in the study, and the data collected were analyzed through partial least squares structural equation modeling (PLS-SEM) using Smart PLS 4.0. The empirical findings reveal that Green HRM positively affects employee green innovation, job satisfaction, and overall sustainability of the organization. Moreover, green innovation is experienced by employees as a true partial mediator, thereby the contributing factor of filling an important gap in the existing literature. The research not only opens up new avenues for academic inquiry but also offers practical implications for HR professionals in their efforts to integrate sustainability into the organizational culture amid the environmental challenges specific to the manufacturing sector of Pakistan.
Impact of competition and risks on the financial performance of Pakistani banks: An application of Panzar-Rosse H Statistic
This study investigates how competition influences the financial stability and profitability of Pakistani commercial banks within a dynamic and evolving financial environment. Using panel data of 26 banks operating from 2007 to 2024, the research employs the Panzar-Rosse H-statistic to assess competition levels and fixed-effects regression to explore the relationship between competition, risk-taking behavior, and performance indicators such as return on assets (ROA), return on equity (ROE), net interest margin (NIM), and profitability before taxation. The findings reveal that increased competition enhances banks’ profitability, supporting the Structure-Conduct-Performance (SCP) hypothesis, while excessive credit and liquidity risks undermine financial performance. Moreover, larger and well-capitalized banks demonstrate greater resilience and profitability compared to smaller ones. Among industry and macroeconomic factors, e-banking adoption and GDP growth positively contribute to profitability, whereas rapid sectoral expansion and technological substitution, such as mobile financial services, have mixed effects. The results highlight the importance of balanced competition, prudent risk management, and regulatory oversight in promoting sustainable banking performance and financial stability in Pakistan’s banking sector. The study offers valuable insights for policymakers and regulators aiming to strengthen market competitiveness without compromising stability.
Digital Leadership and Adaptive Organizational Behavior: The Mediating Role of Employee Empowerment and the Moderating Influence of Digital Organizational Culture in Pakistan
This paper explores the effect of Digital Leadership in improving the Adaptive Work Behavior and Change readiness of the employees based on Employee Empowerment (mediating variable) and Digital Organizational Culture (moderating variable) in Pakistan. Digital data collected on employees who have experienced digital transformation using a quantitative design and PLS-SEM showed that digital leadership has a great impact in increasing the power of employees, which in turn forecasts the adaptability and change-readiness. The organizational culture on the digital platform further enhances these relationships, which means that organizational culture support is a significant condition of boundary in digital transformation endeavors. The results add to the Resource-Based View and Dynamic Capabilities Theory by illustrating the interplay between psychological and contextual resources to determine the agility of a workforce. The work has provided theoretical, management, and practice implications to develop digitally resilient organizations in the developing economies.
CORPORATE SOCIAL RESPONSIBILITY AND FIRM INVESTMENT EFFICIENCY: MODERATING ROLE OF FIRM SIZE
This research aims to evaluate the impact of corporate social responsibility (CSR) on the firm investment efficiency with moderating role of firm size. The sample is collected from companies listed on the Pakistan Stock Exchange (PSX) between 2015 and 2024. The study uses several methodological framework including pooled ordinary least square, fixed effects, two steps system generalized method of moment to test the hypotheses. The results confirm the hypothesis that corporate social responsibility (CSR) positively influences firm investment efficiency by reducing information asymmetry, in alignment with stakeholder theory. Furthermore, the moderating effect of firm size enhances the positive impact of CSR on investment efficiency, consistent with agency theory. The propensity score matching technique is used to handle endogeneity concerns. Alternative definition of investment efficiency is used to support the baseline findings. This study reveals in sub sample analysis that large size and CSR strength firms exhibit a more significant impact on the investment efficiency than small size and CSR concern firms. This study to the best of the researcher's knowledge is the first to empirically associate the impact of CSR on investment efficiency, with firm size serving as a moderating variable, in the underdeveloped market, Pakistan. The outcomes of this research may assist policymakers and practitioners in implementing CSR initiatives to enhance investment efficiency in firms. Key Words: CSR, Investment Efficiency, Firm Size, Robustness, Endogeneity, Pakistan
THE ROLE OF MICROCREDIT IN POVERTY REDUCTION: EVIDENCE FROM PAKISTAN
The deprived in Pakistan typically obtain loans from unofficial sources. Due to a lack of resources and income, they are forced to take out loans in order to pay for basic necessities, and the collateral requirement leaves them vulnerable to unofficial channels. Pakistan has a distinct position as an impoverished nation with few outward manifestations of poverty. "The Role of Microcredit Programme in Poverty Reduction: A Case of Pakistan" is the topic of this research project. This study looked at how borrowers assessed microcredit's impact on home welfare and economic development. The findings indicate that the Microcredit Programme has a significant role in reducing poverty by improving the social and financial circumstances of the impoverished. Additionally, it has the potential to boost independent work in the studied field. It is obvious that these loans encourage the growth of small businesses. Ultimately, the researcher came to the conclusion that microcredit was more effective at reducing poverty in the chosen Pakistani regions due to the various measures that were implemented. Moreover, as per the results, the researcher must suggest that the media role should be improved in rural areas of Pakistan so many people could get benefits from the microcredit scheme, and with this, there should be a proper check and balance to determine whether the loan provided to the person has used that amount in said business or not. Keywords: Poverty, Microcredit, Loan, Welfare, Pakistan
The Effect Of Lottery Demand On The Stock Market During Changing Economic Conditions: A Case Study Of Pakistan (PSX).
The study aims to evaluate the economic cycles of four previous governments and the influence of economic shocks on stock prices. Quantile regression and portfolio sorting examine the effects of economic uncertainty on stock returns, volatility, and investor sentiment. The robustness study employs cross-sectional regression using the Fama-MacBeth method. Elections make markets less stable and lower returns. People were uncertain about the elections due to the 2008 global financial crisis. It caused stock prices to go down. Researchers discovered that stocks with idiosyncratic volatility (IVOLT) and skewness (ISKEN) are similar to lottery tickets. It means that when things are unclear, investors tend to prefer safer assets. Stocks like MAXRET(1) and MAXRET(5), which have very high returns over one and five days, tend to underperform when political stability is unstable. It supports the notion that changes in inflation, interest rates, and exchange rates make riskier stocks worth less. The economy can influence how the market operates and cause prices to fluctuate rapidly because trading based solely on momentum is ineffective.
The Impact of Artificial Intelligence on Financial Forecasting Accuracy in Corporate Finance
This study explores how artificial intelligence improves financial forecasting accuracy within corporate finance and compares the performance of traditional statistical models with modern machine learning and deep learning techniques. Using a rolling-origin evaluation from 2014 to 2024, the analysis examines short- and long-horizon forecasts for revenue, operating cash flow, and earnings. The results show that AI models, particularly XGBoost, LSTM, and ensemble approaches, consistently deliver lower forecasting errors and remain stable during shifts in economic conditions. Traditional models perform reasonably well in short windows but lose accuracy when market volatility increases or when the forecasting horizon extends. Statistical significance tests confirm that the gains achieved by AI models are meaningful and not due to chance. The findings indicate that firms that integrate AI-driven forecasting into their planning processes can strengthen budgeting, reduce uncertainty, and support more dependable long-term decisions.
Agricultural Drivers of Climate Change: Adaptation Mitigation Strategies
Climate change has become an uphill task towards agricultural sustainability especially in developing countries where farmers are dependent on climate sensitive resources. This paper evaluates agricultural causes of climate change and looks at the factors that affect adaptation and mitigation methods used by farmers in the Muzaffargarh district, which is a big agricultural center in South Punjab in Pakistan. The district was selected purposely because of its variety of cropping systems and continuous interventions of governmental and non-governmental organizations that advance the idea of climate-resilient agriculture. Simple random sampling was used to select a sample of 120 farmers and data collected in form of a structured questionnaire by conducting face-to-face interview. Moderate climate change knowledge (M = 3.26), adaptation (M = 2.88), and mitigation practices (M = 2.67) were found, and the perceived climate change impact levels were relatively high (M = 3.43). The correlation analysis revealed a positive relationship between the knowledge and adaptation and mitigation behaviors, which is a good indication of the significance of awareness in determining climate-responsive actions. Regression analysis has shown that knowledge was the best predictor of adaptation (b = 0.36, p < .001) and mitigation (b = 0.31, p < .001). Perceived impact had a strong effect on adaptation (b = 0.21, p =.002) but not mitigation, which indicates that farmers adopt short-term coping mechanisms over long-term emission reduction. Ownership of livestock was found to have a marginal positive impact on adaptation and significant negative impact on mitigation indicating the complexity of livestock-related climate interactions. The size of farms did not make a significant difference so that behavioral responses within the groups of different landholdings were similar. Unreasonable fertilizers application was found to be negatively correlated to mitigation (p =.010), which underscores the unsustainable use of nutrients as a principal cause of agricultural emissions. In general, the results underline the primary position to consider farmer knowledge, perception of risk, and resource management in the formation of climate change adaptation and mitigation behavior. The paper highlights the necessity of reinforced extension services, specialized climate-smart agricultural training, and reinforced assistance to livestock-based farmers in order to develop sustainable agricultural systems that can decrease the effects of climate and increase the resilience.
TEAM EMPOWERMENT AND PROJECT SUCCESS: SOCIAL IDENTITY THEORY AND PSYCHOLOGICAL ENABLER MECHANISM
Project success has long been a central theme in information systems research, with customary methods emphasizing cost, technical knowledge and scheduling adherence. However, modern-day researchers increasingly stress the function of psychological enablers that shape team behaviors and collective performance outcomes. Accordingly, this research is designed to address this serious concern. Grounded in the principles of Social Identity Theory and by investigating how team empowerment can impact project success through mediation mechanism of team identity, we filled this unmapped study gap. Overall, 350 responses were collected from IT professionals working in Pakistan. Through rigorous PLS-SEM method, the outcomes affirm the mediating role of team identity in the relationship between TE and PS. By focusing on the emerging economy context, this research contributes to addressing the scarcity of empirical evidence on how TE influences PS through TI. As such, it offers a preliminary yet important step toward understanding the complex interactions between psychological enablers and performance outcomes.
Adaptive Multimodal Learning in Smart Enterprises: Improving Retention and Cross-Modal Generalization for Sustainable AI Systems
The rapid advancement of multi-modal artificial intelligence (AI) has resulted in business intelligence and organizational decision-making has resulted in the creation of models that can process and integrate a variety of data, e.g., images, text, audio. These models however have been associated to be challenged in cases of continuous learning where low capacity to remember the previous knowledge and adjust to new tasks which limits their effectiveness in AI-driven decision support and adaptive business analytics systems. The framework in this paper is an Adaptive Multimodal Learning (AML) framework that is intended to improve retention and cross-modal generalization in continuous AI systems while supporting dynamic business intelligence and data-driven organizational learning. The suggested solution presents an active hybrid hyper-adaptation process which integrates memory-efficient replay and task-specific modulation layers to overcome catastrophic forgetting. Benchmark multimodal datasets of image-text learning and audio-visual learning were evaluated experimentally. From a managerial perspective, AML contributes to strategic adaptability and continuous improvement in enterprise-level AI applications. Findings indicate that the suggested framework yields a 9.6% increase in mean accuracy and a 31% decrease in the forgetting rate over traditional continual learning baselines like Elastic Weight Consolidation (EWC), Experience Replay (ER) and Progressive Neural Networks (PNN). Moreover, experiments in cross-modal transfer show that there is a significant enhancement in the generalization between the unseen combinations of modality, which validates an adaptive learning ability of the framework. In general, the paper offers a viable and scalable remedy to long-term retention of knowledge and enhancement of cross-modal reasoning in continuous multimodal AI systems, with potential applications in business intelligence, organizational decision-making, and digital transformation initiatives.
The Impact of Social Media Content Marketing on Consumer Purchase Decisions: The Mediating Role of Brand Trust
The research is aimed at examining how Social Media Content Marketing (SMCM) affects the consumer purchasing decision with the mediating role of brand trust. This study hypothesizes that useful, relevant and continuous content on social media networks is a decisive factor of consumer behavior in an age where consumers are becoming more cynical with conventional advertisements. Data was gathered through a survey of a sample of social media users with the use of a quantitative methodology and assessed using a structural equation modelling (SEM). The data was analyzed using SPSS-23 and SmartPLS. The results show that the positive direct influence on brand trust and purchase decisions exerted by SMCM is significant. The study outcomes also indicate the existence of a positive and significant impact of brand trust on consumer purchase decisions. However, the results also show that brand trust is a strong and effective mediator in the relationship between SMCM and consumer purchase decision. This implies that the purchase decisions are largely determined by effective social media contents that initially create a base of trust in the brand. The paper concludes that brand trust is not an outcome, but a very important psychological mechanism in which content marketing is converted into commercial action. These insights can give managers a strategic need to focus on trust-building content, more than simply promotional tactics, in order to effectively influence consumer buying.
IMPROVING EDUCATION THROUGH PUBLIC PRIVATE PARTNERSHIPS IN PAKISTAN: A SECONDARY EVALUATION OF HANDS WELFARE FOUNDATION’S - EMO SCHOOLS PROJECT, USING PRECEDE-PROCEED FRAMEWORK
This study utilizes the PRECEDE-PROCEED framework to evaluate the impact of public health interventions in schools managed through public-private partnerships (PPP) in Pakistan as a part of HANDS Welfare Foundation, EMO School projects. The focus is on analyzing the interventions' effectiveness in improving infrastructure, governance, teacher capacity, and educational outcomes. Employing a quantitative design, the study integrates baseline and end line data, comparative analysis, and inferential statistics (paired t-tests and ANOVA) to assess intervention outcomes. Significant improvements were found in library resources and teacher training. The findings underscore the potential of structured PPP interventions to address educational disparities and contribute to sustainable development goals. Keywords: PRECEDE-PROCEED, EMO, Public-Private Partnership, Education, Infrastructure, Teacher Training, Governance
A Study On Work-Life Balance Among Women Employees Working In Banking Sector In Pakistan
In the current work settings, which move quickly and require a lot, balancing professional duties with personal time stands out as an increasing difficulty. This issue seems especially pronounced for women employed in service roles. This study explores how work life balance is influenced by organizational culture, work environment, career development and role overload with the moderating effect of transformational leadership. The data was initially collected from 50 respondents for pilot study, with the results of the study total of 210 of respondents (working women employed in banking sector) were asked to fill the questionnaire which analyzed using PLS-SEM through Smart PLS 3.2.9. The findings of the study showed that career development and transformational leadership had a positive and insignificant effect on work-life balance. The organizational culture and work environment had a positive and significant effect on work-life balance. The role overload had a negative and insignificant effect on work-life balance. In addition transformational leadership had a negative and insignificant moderation effect between career development and work-life balance. The transformational leadership had a positive and significant moderation effect between organizational culture and work-life balance and role overload and work-life balance. The transformational leadership had a negative and significant moderating effect between work environment and work-life balance. For woman workers, there should be practicable timings, and night shifts should be avoided. For women workers who face gender inequality, there should be strict requirements. As far as appraisals and promotions are concerned, there should be more transparency for women workers.
Islamic Money Markets And Their Role In Liquidity Management Of Islamic Financial Institutions: A Case Study In Malaysia Madani
The rapid development of Islamic finance has brought forth a need for robust liquidity management tools that align with Shariah principles. Islamic money markets play a crucial role in addressing liquidity needs of Islamic Financial Institutions (IFIs), especially in times of economic instability. This paper explores the role of Islamic money markets in liquidity management within IFIs, with a specific focus on Malaysia, a global leader in Islamic finance. By examining the regulatory frameworks, financial instruments such as Sukuk and Islamic Treasury Bills, and the broader macroeconomic environment, this study investigates how these markets contribute to the goals of the Madani Malaysia initiative. This initiative aims to create a balanced, inclusive, and sustainable economic ecosystem. The findings highlight both the achievements and challenges of the Malaysian Islamic money markets, with suggestions for future improvements.
Designing Tomorrow: Comparative Analysis of Sustainable cities from Green Sustainability Perspective
Purpose – Sustainable cities became one of the significant key players in the achievement of the UN Sustainable Development Goals (SDGs). This research paper aims to examine the two sustainable cities, one from Europe that is Amsterdam and second one is from Asia Specific that is Seoul, South Korea, ranked in the top cities provided by the Sustainable Cities Index 2024. Two dominant global metropolises at the forefront of environmentally responsible urban development Design/methodology/approach – The study carried out an analysis of the sustainability initiative undertaken by the two cities. The research methodology of this paper is presented through the qualitative analysis using the archival research method for comparing the two initiatives. Findings – Through a comprehensive comparative examination, the research analyzes policies connected to environmental planning, infrastructural advancements, transportation networks, renewable energy integration, climate adaptation strategies, and public participation. Originality/value – By emphasizing distinctive regional methodologies, this study provides valuable insights into exemplary practices that may guide forthcoming sustainable urban planning endeavors on a global scale.
The Role of Green Human Capital as a Mediator between Green HRM Practices and Environmental Performance: A Pathway toward Organizational Sustainability
The current research was examining the effects of the green human resource management practices on the sustainable performance and Unlocking Sustainability and the Role of Green Human Resource Management Practices on Environmental Performance Integrate with the Mediating Role of Green Human Capital and the data collection through the developed the questionnaire, with the non-probability, convenience sampling technique in the current research study. The study data analysis through the help of the Smart pls version3, which is based on the primary data The data analysis through the SmartPLS versin.4.0, which explained the two-concept discussed, regarding the measurement model, and the structural model, through the measurement model, analysis the construct reliability, constrict validity, convergent validity, discriminant validity, also said to be the outer model, and with the help of the structural model, examines the hypotheses analysis, whether the research developed hypothesis supported or not supported. Through the results suggested that the green training and development do not support the human capital, because the probability value greater than 0.05. hence the hypothesis does not support. Further, results indicates that the green recruitment and selection not impact on the green human capital. But the above results suggested that the green evaluation and rewards and the green performance evaluation, and the green compensation has the positive impact on the human capital. The further results suggested that the green human capital mediating effects not support the green training and development with the organizational performance, and not mediates the relationship of the green recruitment and selection with the organizational performance. Further results indicates that the green human capital not mediates the relationship; of the green evaluation and rewards with the organizational performance, and not mediates with green performance evaluation with organizational performance, and further, not support the mediating effects of green human capital the mediating effects of green compensation and benefits with the organizational performance.
Marketing Green Trust: The Role of Eco-Influencers and Transparent Branding in Driving Sustainable Purchase Intention
This paper explored the effect of Eco-Influencer Credibility, Sustainable Brand Transparency, and Environmental Consciousness on forming Sustainable Purchase Intention of consumers mediated by Green Value Perception. Based on PLS-SEM, the results show that both influencer credibility and brand transparency make a positive contribution to green value perception, which then has a strong association with sustainable purchase intention. The value-intention relationship is also enhanced by Environmental Consciousness, which emphasizes on its role in the sustainability intention behavior. Strong reliability, validity, and predictive statistics (R 2, f 2, Q 2, CVPAT) confirm the theoretical correctness and predictive effectiveness of the model. The research contributes to the literature on green consumer behavior by combining the effects of influencers with transparency-mediated value creation and provides practical implications about the sustainability marketing strategies.
MAPPING THE CONSUMER BUYING PATTERNS FOR GREEN (SUSTAINABLE) PRODUCTS - A CASE STUDY OF THE PAKISTAN’S FOOD INDUSTRY
In recent years, consumer preferences in Pakistan have shifted toward sustainable food products, driven by growing environmental awareness and changing consumption patterns. Factors like globalization, industrialization, and technological advancements have reshaped food supply trends, increasing demand for eco-friendly options. Consumers, now more informed about environmental challenges, are adopting green buying behavior, compelling food businesses to understand key purchase influencers. This study employs a secondary review analysis, examining five years of academic research, market reports, and consumer surveys. Grounded in the Theory of Planned Behavior (TPB), it analyzes factors behind eco-conscious purchasing decisions. The findings offer actionable insights for food industry stakeholders to promote sustainable consumption effectively
EFFECT OF EMPLOYER BRANDING DIMENSIONS CSR, PERCEIVED ORGANIZATIONAL SUPPORT AND TRAINING AND DEVELOPMENT ON EMPLOYEE RETENTION
The purpose of the current research study is to investigate the employee retention and their crucial issues for firms in several sectors, including the healthcare industry. In the healthcare industry, the presence of trained and competent personnel is vital for delivering high-quality patient care. Therefore, it is of utmost importance to retain bright staff. High rates of employee turnover in the healthcare industry may lead to a loss of specialized knowledge, interruptions in the consistent delivery of service, and reduced levels of patient satisfaction. The population of the study was health care employees of “Hospital” in KP Peshawar. The participants were employees of nursing department only. In this case, the sample size is computed to be n = 361. Researcher used a probability sampling strategy. The sample selection was conducted using a random sampling method, relying on reputable sources from the Human Resources department and the hospital administrative unit. The organized questionnaire was included topics such as corporate social responsibility, perceived organizational support, and training and development. Data was analyzed with the use of SPSS v.20.0 and Frequency, Percent, t-test, and Regression analysis test were applied for result. The findings of the study showed that application and interest values positively effect on Employer Branding Dimension on Employee Retention. The research contributes to the existing literature on employer branding for betterment their carrier development, and provides guidance to owners and managers when building successful employer brands within their organizations. The findings of this study aim to provide valuable insights for healthcare organizations striving to enhance their retention strategies through effective employer branding. Keywords: Employer Branding, Employee Retention, Health Sector, Project Management
THE ROLE OF DIGITAL BANKING IN PROMOTING FINANCIAL INCLUSION IN RURAL AREAS OF SINDH, PAKISTAN
This study examines ,the role of digital banking in promoting, financial inclusion in rural Sindh, Pakistan, and investigates whether digital literacy mediates this relationship. Using a cross-sectional survey of N = 400 adults across four, rural districts (Tharparkar, Badin, Thatta, Dadu), Partial Least Squares Structural Equation Modeling (PLS-SEM) tested direct and indirect effects. Results show that Digital Banking Accessibility (DBA) positively affects Financial Inclusion (FI) (β = 0.36, p < 0.001) and strongly predicts Digital Literacy (DL) (β = 0.55, p < 0.001). Digital Literacy in turn significantly predicts Financial Inclusion (β = 0.42, p < 0.001), and partially mediates the DBA → FI link (indirect effect β = 0.23, p < 0.001). The model explains 58% (R² = 0.58) of the variance in FI. Policy implications include, targeted digital literacy programs, capacity building for branchless agents, and strengthened trust and security, mechanisms to accelerate inclusive digital finance under NFIS 2024–2028. Keywords: Digital Banking, Financial Inclusion, Digital Literacy, Branchless Banking, Rural Sindh, Pakistan
REMOTE PROJECT MANAGEMENT: A POST-PANDAMIC FRAMEWORK FOR ORGANISATIONAL ADAPTABILITY AND SUSTAINABILITY
Modern project management is increasingly challenged by global disruptions such as pandemics like COVID-19, environmental issues like smog and rapid technological shifts, making traditional approaches inadequate. While Remote Project Management (RPM) emerged as a necessity due to health safety, access to global talent and cost savings. This study evaluates RPM and Hybrid Project Management (HPM) viability as a long-term strategy through case studies and surveys which highlighting how local economic conditions and technological readiness shape its effectiveness. Findings show RPM enhances operational flexibility, cost efficiency, and talent access but requires tailored solutions data security and team coordination. A conceptual framework for RPM is proposed to balance productivity with workforce well-being. The research underscores that RPM is evolving from an emergency measure to an industry standard. Keywords- Remote Project Management (RPM), Hybrid Work Models, Remote Work (RW), Digital Collaboration, Workforce Productivity, Industry-Specific Challenges, Technological Infrastructure, Cybersecurity, Employee Well-being, Organizational Adaptation, Global Work Trends, computer-mediated communication systems (CMCS).
Analyzing Adventure Tourism Trends through Social Media: An Image Content Analysis of Instagram Posts
The paper's primary goal is to examine the utility of image content analysis in evaluating tourism market trends and to make inferences about current trends in the adventure travel industry. A crucial methodological tool in this study is the image content analysis, which is bolstered by cluster and comparative analysis. By evaluating geographical and chronological features, adventure activity categories, and user representation by gender, a thorough analysis of trends in adventure tourism is conducted. The study's findings demonstrated the importance of developing nations as destinations for adventure travel, the lack of seasonality, the predominance of soft adventure activities, and the participation of women in this kind of travel. Additionally, the study allowed for the classification of activities based on the gender structure of the participants, the identification of certain new activities, and conclusions regarding the diversification of the offer. The results might be valuable to the developers of the product on the adventure tourism market, but also to the tourists themselves in terms of ideas and motivation. The study should theoretically help to highlight the dominant perspectives in the literature about the salient characteristics of adventure tourism.
Determinants of Stock Price Volatility: The Role of Dividend Policy, Earnings Volatility, and Macroeconomic Factors in Pakistan
This study analyzes the joint effects of dividend policy, the volatility of earnings, and macroeconomic factors such as gross domestic product (GDP) growth and the interest rate (which we treat as the cost of capital) on the volatility of stock prices of non-financial corporations listed in the Pakistan Stock Exchange (PSX). Based on the secondary data of 179 firms for the period 2019–2023, the research design is quantitative and employs panel regression to study the volatility determinants at both the micro and macro levels. The results indicate that the stock price volatility is significantly and negatively associated with the dividend policy, suggesting that the uncertainty and the market volatility is lower as more constant dividends are paid. The volatility of earnings and interest rate, on the contrary, are positively and significantly associated, suggesting that lower the earnings and interest, the more unstable the stock market is. The growth of the GDP is negatively associated with the volatility but is only weakly significant; thus, growth of the economy helps to stabilize the market. The research empirically supports the applicability of the Bird-in-Hand, Signaling and Modern Portfolio theories for the emerging economy context. These findings reinforce the need for stable dividend policies, earnings stability, and appropriate governance at the macroeconomic level to sustain the lower market volatility and boost the investors’ confidence.
The Impact Of Diversity Management Practices On Organizational Innovation, Exploring The Mediating Role Of Inclusive Work Climate And Moderating Role Of Organizational Culture
In order to effectively control employee diversity and promote inclusive work environments, organizations implement diversity management practices, which are planned techniques, suggestions, and packages. This study investigates the mediating function of inclusive work climate for acquiring more knowledge regarding the relationship between effective diversity manage techniques along with organizational innovation.Information was gathered from employees in the banking and IT industries. Convenience sampling was utilized to choose the respondents, and the questionnaire served as the data collection tool. Out of the 350 distributed, 241 completed questionnaires were submitted by participants. Smart PLS 4 and IBM SPSS were the software used for data analysis. These findings align with established theories that demonstrate the beneficial impact of diversity management approaches upon organizational innovation. Additionally, the findings indicated how diversity management strategies foster an inclusive work environment and foster organizational innovation. Diversity approaches to management need to be adopted throughout every organization if the company is interested in organizational innovation.
The Impact of Financial Resource Factors on Social Entrepreneurship
The present research paper explores the pivotal role of financial resource factors on the results of social entrepreneurship by undertaking a quantitative method. A non-probability sampling technique i. e convenience sampling technique was adopted. For this purposes 384 social entrepreneur sample was used to choose the sample from unknown population of social entrepreneurs in KPK Pakistan. A survey methodology was used by distributing questionnaires via google forums among the social entrepreneurs. The data was collected and analyzed via SPSS-software using regression and other statistical techniques. The internal consistency and validity was measured via using Cronbach’s Alpha, Composite reliability. The results prove that financial resources positively and significantly effects the social entrepreneurship (β =0.587, P<0.05). The research paper advances the field of social entrepreneurship by identifying the particular processes by which various financial resource variables impact venture creation and provides some useful insights to entrepreneurs seeking capital, investors providing capital and policymakers devising support systems to support the social enterprise sector.
Role of Green Marketing in Green Purchase Decision: Mediating Role of Environmental Concerns
The aim of the study is to identify the link between green marketing, green purchase decision and consumer awareness about environmental issues. Further to find out the mediating effect of consumer environmental concerns between green marketing and green purchase decision. For this purpose quantitative technique and survey methodology was used. Questionnaire is used to collect data. Results of the study depict a positive relation between green marketing and green purchase decision, green marketing and consumer environmental concerns and consumer environmental concerns and green purchase decision. Green marketing can lead to increase in awareness about environmental issues and green product purchase. The study results also describe that consumer environmental concerns can mediate the link between green marketing and green purchase decision, so marketers should create more awareness about environmental issues to create more profitable green product consumers. This study will contribute to create more awareness among consumers about green products and environmental issues. It will also aware marketers about significance of green marketing to be successful.
ADMINISTRATIVE AND HUMAN RESOURCE CHALLENGES IN GOVERNMENT-RUN NON FORMAL EDUCATION SCHOOLS: A CASE STUDY OF PUNJAB, PAKISTAN
Non Formal Education (NFE) serves as a critical alternative for marginalized and out-of-school populations, especially in developing countries like Pakistan. This study investigates the administrative and human resource challenges impacting government-run NFE schools in Punjab, with a focus on Faisalabad. Using proportionate sampling and validated questionnaires, the research identifies key issues such as unclear administrative policies, shortage of qualified staff, delayed decision-making, insufficient teacher training, opaque recruitment processes, and limited professional development. Additional barriers include inadequate infrastructure, lack of standardized curriculum, weak monitoring systems, and socio-cultural factors hindering community engagement. These challenges collectively undermine the effectiveness, accessibility, and sustainability of NFE programs. The study recommends policy reforms, strategic investment in teacher capacity building, enhanced community involvement, transparent recruitment, and strengthened monitoring frameworks to improve the quality and equity of NFE. Strengthening this sector is essential for achieving national educational goals and supporting Pakistan’s commitments under Sustainable Development Goal 4.
Navigating Role Demands In Pakistan Private Banks: A Study Of Role Conflict, Role Ambiguity And Job Satisfaction
Currently every kind of organization has recognized the fact that it can gain competitive advantage in marketplace merely if it has personnel who have positive work related attitudes. Stress is a worldwide element and persons from nearly every walk of life have to face stress in organizations and at personal level too. Literature on job stress emphasizes the reality that organizational stress has significant influence on organizational performance and specifically job satisfaction of employees. Empirical study conducted on the private banking sector of Pakistan reveals that occupational stress is a prevalent phenomenon with comprehensive realistic and financial repercussions. The current study examines the relationship among eminent job stressors: role ambiguity, role conflict and job satisfaction of private banks employees in Pakistan. To obtain the objectives of this study a quantitative, random sampling design was implemented to assess effect of job stressors on job satisfaction. The sample group comprised of 220 respondents. Relevant data were collected using structured questionnaire. Descriptive statistics, Cronbach’s alpha, correlation analysis and regression analysis were the analysis tools utilized in this study.The findings showed that job stressors role ambiguity and role conflict bring about negative effects on job satisfaction of private bank employees, resulting in poor concentration, mind block and poor decision making skills. Based on the findings, private banks management is provided with few valuable suggestions in order to improve the job satisfaction of their workforce.
BLOCKCHAIN TECHNOLOGY INTEGRATION AND ORGANIZATIONAL PERFORMANCE: THE INTERVENING INFLUENCE OF CORPORATE GOVERNANCE AND BUSINESS DATA ANALYTICS
This study examines the relationship between blockchain technology integration and organizational performance, emphasizing the mediating roles of corporate governance and business data analytics capabilities. Drawing upon the Resource-Based View (RBV), the research explores how blockchain adoption enhances organizational efficiency, transparency, and competitiveness through improved governance mechanisms and data-driven decision-making. A quantitative, cross-sectional design was employed, utilizing data collected from 457 managers and executives across manufacturing firms in Pakistan. Structural Equation Modeling (SEM) using SmartPLS was applied to test the proposed hypotheses. The results reveal that blockchain technology integration has a significant positive impact on organizational performance, confirming its strategic potential to streamline processes and enhance operational outcomes. Furthermore, both corporate governance and business data analytics capabilities significantly mediate this relationship, demonstrating that blockchain’s value realization depends on robust governance structures and the ability to extract actionable insights from data. These findings extend the RBV by illustrating how technological capabilities interact with organizational mechanisms to generate sustained competitive advantage. The study contributes to the growing discourse on digital transformation and strategic management by offering empirical evidence from an emerging economy context. Keywords: Blockchain Technology Integration, Organizational Performance, Corporate Governance and Business Data Analytics
Dynamic Volatility Transmissions among Emerging Asian Foreign Exchange Markets along the Belt and Road Initiative: A Connectedness Approach
This study investigates the dynamics of volatility spillovers among 10 emerging Asian foreign exchange markets along the Belt and Road Initiative. Daily realized volatility data from May 2005 to December 2023 are analyzed through Spillover Index Method based on Forecast Error Variance Decomposition introduced by Diebold and Yilmaz (2012). The study measures Total, Directional, Net and Pairwise Spillovers and also explores the time-varying behavior through Rolling Window Analysis. Results reveal a moderate to high level of interdependence across considered markets where approximately half of the each country’s volatility is due to cross market spillovers. Turkish, Indonesian and Thailand currencies emerged as net volatility contributors while Sri Lankan, Malaysian and Pakistani Currencies as net receivers. The dynamic analysis shows that volatility spillovers across the sample are time-varying and sensitive to regional integration and global crises. The findings have important implications for investors, policy makers and future researchers.
Agricultural Digitalization and Farm Productivity: Insights from Dynamic Capabilities Theory in the Pakistani Context
Purpose: This research examines the effect of agricultural digitalization on farm productivity in Pakistan with the mediating role of Farmer Entrepreneurial Orientation (FEO) and the moderating effect of Agricultural Extension Support (AES). Grounded in Dynamic Capabilities Theory (DCT), the research focuses on the use of three forms of transformation (technological adoption, behavioural capabilities, and institutional support) that collectively enhance agricultural performance. Design/Methodology/Approach: A quantitative and cross-sectional survey was conducted among 300 smallholder and medium-scale farmers in the provinces of Punjab, Sindh, and Khyber Pakhtunkhwa. A structured questionnaire was used to measure agricultural digitalization, FEO, AES, and farm productivity, utilizing validated scales. Data was analyzed with Structural Equation Modeling (SEM) to evaluate direct, mediating, and moderating relationships. Findings: Findings show that agricultural digitalization has positive effects on farm productivity and FEO. FEO mediates the relationship between digitalization and productivity to some extent, providing evidence of it being a mechanism of behavior that converts technological adoption into tangible results. Additionally, AES supports the impact of digitalization on FEO, demonstrating that external support improves the ability of farmers to use digital tools effectively. The proposed model explains 51% variance of farm productivity, which highlights the significance of dynamic capabilities in agricultural performance. Practical Implications: Policymakers and agricultural organizations should pay attention to integrated interventions that include a combination of the deployment of digital technologies, entrepreneurship development, and extension support in order to maximize farm productivity and farm sustainability. Originality/Value: This study is an extension of DCT to the agricultural context of a developing country that offers empirical evidence on the synergy effects of digitalization, entrepreneurial orientation, and institutional support towards improving farm performance.
MANAGING CROSS-CULTURAL DYNAMICS IN EMERGING MARKETS: EVIDENCE FROM CHINESE-INVESTED ENERGY ENTERPRISES IN PAKISTAN UNDER CPEC
This study explores how cultural diversity affects communication, collaboration, conflict, and outcomes in Chinese-invested energy enterprises in Pakistan under CPEC. Drawing on interviews with Chinese and Pakistani employees at different levels, it identifies key themes shaping workplace dynamics. The findings show that Chinese staff often hold leadership roles, while Pakistani employees manage operational work, creating structural imbalances. Communication gaps, contrasting leadership styles, and differing views on time frequently cause tension. Conflicts, especially over prayer breaks, overtime, and technical misunderstandings, were eased through bilingual mediation, hybrid communication tools, and respect for cultural norms. When integration worked well, it boosted innovation, morale, and compliance; when it failed, it led to mistrust, delays, and staff turnover. The study concludes that lasting collaboration depends on culturally aware leadership, bilingual systems, and inclusive HR policies that adapt to local realities and build everyday trust.
Product Display Influence Online Shopping Behaviour
In todays’ competitive environment, achieving a viable growth and sustainability for the business is important. With the passage of time, managers and researchers have realized that making loyal customer goes beyond simply making customer satisfied. Customer brand engagement is receiving considerable attention and companies spend billions of dollar on engagement strategies annually. A powerful tool to establish a dialogue with the customer is through customer engagement in conjunction with value co-creation. This research study is investigating the effect of product display for E-commerce websites on sopping behaviors of the millennials through electronic word of mouth and perceived value. This research study goes on to conceptualizes the research framework that consist mainly of the product display influence that is independent variable, purchase intention as the dependent variable, electronic word of mouth and perceived value as moderator. Questionnaire is used for the research analysis and data is collected from set sample frame of millennials of fashion online clothing buyers. The tool that is used for the data analysis is Smart PLS which depicts the validating effect of the study. The results of the empirical investigation find that there is a positive relationship between products display and online shopping behavior. The results of this research study also show that the electronic word of mouth moderates the relationship between product display and online shopping behavior. It also shows the moderating effect of perceived value on product display and online shopping customers.
The Determinants of The Cash Conversion Cycle Of Public Firms In Pakistan
This study investigates the determinants of the cash conversion cycle (CCC) among public firms listed on the Pakistan Stock Exchange (PSX). Using panel data from 466 firms across ten industrial sectors, the research examines how total sales, return on equity (ROE), leverage, market-to-book ratio, and asset change influence CCC. Panel regression and dynamic system GMM estimations reveal that sales and market-to-book ratio significantly reduce CCC, implying that efficient sales management and stronger market valuation improve working capital efficiency. Conversely, asset change positively and significantly increases CCC, suggesting that rapid asset expansion may prolong cash flow recovery. ROE and leverage are found largely insignificant in explaining CCC variations across sectors. Among industries, the healthcare sector records the highest CCC, while the retail sector shows the lowest, indicating superior liquidity management in retail. These findings provide actionable insights for policymakers and managers to optimize working capital and for investors seeking efficient sectors for capital allocation. Panel regression and dynamic system GMM estimations with robustness checks validate the results.
INTEGRATING GREEN ENTREPRENEURSHIP WITH SUSTAINABILITY TRANSITIONS: A BIBLIOMETRIC SYNTHESIS AND FUTURE RESEARCH PATHWAYS
Purpose: This study examined the theoretical fragmentation and methodological limitations in existing literature. This PRISMA-guided systematic review and bibliometric analysis helps build a more integrated and rigorous knowledge base for green entrepreneurship and sustainability. Design/methodology/approach: We conducted a systematic search in the Scopus database and identified 516 peer-reviewed publications on green entrepreneurship and sustainability published between 2002 and 2025. A journal quality assessment was included, and a manual search of the top entrepreneurship journals was performed, with particular emphasis on Entrepreneurship Theory and Practice and Strategic Entrepreneurship Journal. Publication performance was analyzed, and science mapping was conducted using the Bibliometrix R package and VOSviewer. Findings: The analysis of the retrieved literature reveals an exponential increase in interest in Green Entrepreneurship since 2020. The geographic distribution of publication productivity and citations per paper showed that Asia is the most productive region, while Western countries are the most influential and impactful. This study uncovered three new theoretical contributions: the emergence of hybrid models in green entrepreneurship, a move from individual-level analysis to a focus on ecosystems, and the intersection of digitalization and environmental sustainability issues. It also highlights the lack of integration with mainstream entrepreneurial theories. Originality/value: This study overcomes some of the methodological limitations of previous analyses by including a journal quality assessment, broadening the database search, and uncovering novel theoretical contributions, thereby advancing the knowledge and research on green entrepreneurship and sustainability. Keywords: Green entrepreneurship; Sustainability; Bibliometric analysis; PRISMA; Sustainable development; Eco-innovation
EVALUATING THE IMPACT OF FINANCIAL MANAGEMENT PRACTICES ON ORGANIZATIONAL PERFORMANCE: THE MEDIATING ROLE OF WORKING CAPITAL MANAGEMENT EFFICIENCY IN PAKISTAN'S SERVICE SECTOR
This study investigates the mediating role of working capital management in the relationship between financial management practices and business performance. The research targets businesses operating in Rawalpindi and Islamabad, Pakistan, using a sample of 150 respondents from 35 industry sectors. Employing a quantitative approach and regression analysis, the study tested its hypotheses and evaluated the validity of the proposed model. Findings reveal that sound financial management practices significantly enhance business performance, contributing to greater stability and growth. Moreover, working capital management was found to strengthen the link between financial management and performance outcomes. The study highlights the importance of adaptive financial strategies in dynamic economic environments. However, limitations such as the cross-sectional design and limited sample size restrict generalizability. Future research should consider longitudinal designs with broader samples to validate these findings. Despite these constraints, the study contributes valuable insights to financial planning literature in Pakistan and underscores the strategic role of working capital management in improving organizational success. Keywords: Financial Assessment, Working capital management , Organizational Performance, Rawalpindi-Islamabad Pakistan https://doi.org/10.5281/zenodo.17380937
Capital Market Co-Integration of Pakistan and its Trading Partners: An Empirical Analysis
In the ever-globalizing economy, the investors continuously look elsewhere outside their local markets to diversify their portfolios and to reduce risk. One of the main factors in such international diversification is the extent of integration of the capital markets, the extent to which there is a long-term relationship between the capital markets can restrict the potentials of diversifying investments across the international borders. This paper empirically examines whether the stock market of Pakistan, the PSX-100 index, and the capital market of ten major trading partners of Pakistan, which include the United States, China, the United Kingdom, Germany, India, Hong Kong, South Korea, Japan, Malaysia, and Singapore, are long-run co-integrated. The study applies the strict econometric tools, the Augmented Dickey-Fuller test of stationarity and the Johansen co-integration test of relationships in the long-term equilibrium using daily stock index data between May 2014 and May 2024. The results also display a very important discovery: there is no statistically significant co-integrating long-run relation between the Pakistani equity market and any of the ten trading partners of the country throughout the research period. This lack of a long-term stable relationship implies that this Pakistani market is independent of these major economies in the long run. Based on this result, the study offers solid evidence that, international investors can effectively diversify their risks by investing in Pakistani equities in their portfolios in addition to assets of these developed and emerging markets. These findings suggest to the portfolio managers and policymakers how the capital market of Pakistan has rare and potentially lucrative opportunities when it comes to global investment strategies.
INTERNATIONAL MARKETING AND START-UP SUCCESS: THE MEDIATING ROLE OF BUSINESS INCUBATORS AND STRATEGIC PLANNING
The study investigates the mediating role of strategic planning between international marketing and start-up success, emphasizing how strategic management processes enhance business outcomes in dynamic global markets. Drawing upon the Resource-Based View (RBV) and Dynamic Capabilities Theory, the research adopts a quantitative, cross-sectional approach to explore the relationship among these constructs using data collected from 312 start-up founders and managers operating across various industries. Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to assess measurement reliability, discriminant validity, and structural relationships. The results reveal that international marketing significantly influences start-up success, confirming that global market orientation strengthens firm performance through enhanced customer knowledge, adaptability, and brand visibility. Furthermore, strategic planning exhibits a positive effect on start-up success, supporting the argument that structured planning enables effective resource allocation and strategic responsiveness. Most importantly, strategic planning partially mediates the relationship between international marketing and start-up success, demonstrating that the pathway from international market engagement to sustained growth depends significantly on a firm’s planning competency. The study contributes to the literature by integrating international marketing and strategic management perspectives within the entrepreneurial context, highlighting how proactive planning transforms market opportunities into competitive advantages. For practitioners, the findings highlight the necessity of developing adaptive strategic frameworks that align with global expansion goals. Future research should extend this framework to longitudinal designs, explore digital marketing dimensions, and examine environmental dynamism as a potential moderator to deepen understanding of sustainable start-up performance in evolving international markets. Keywords: International Marketing, Start-Up Success, Business Incubators and Strategic Planning
Digital Leadership to Innovative Management Excellence: Revolutionizing Potential through Knowledge Management Behavior
Digital leadership has become a key force of new management excellence especially in knowledge-based and digitally developed settings. Although previous research has pointed at its role in enhancing the creativity and innovation of employees, the effects of digital leadership on the entire range of knowledge management behaviors (KMB) acquisition, sharing and application- as a means to achieve long-term innovation outcomes have not been well identified yet. This research paper is based on the Knowledge-Based View (KBV) and Social Cognitive Theory (SCT) to investigate how digital leadership mediates relationship with innovative management excellence in relation to KMB among IT professionals working in Punjab, Pakistan. The study is a quantitative cross-sectional survey research, the population of which includes mid-level managers, team heads, and knowledge workers of medium to large IT companies. Stratified random sampling was employed in order to have both geographic and organizational diversity, and 355 valid responses were received. The analysis of data was performed according to the descriptive and reliability analysis with the help of SPSS, whereas the direct and mediated relationships were tested with the help of the Partial Least Squares Structural Equation Modeling (PLS-SEM). Measurement and structural models were assessed as reliable, convergent as well as discriminant validity. Results suggest that digital leadership can improve to a considerable degree knowledge acquisition, sharing, and application behaviors and therefore, positively impact the innovative management excellence. Knowledge application behavior among the mediators was the most predictive indicating that transformation of knowledge gained to application innovation is important. The findings also confirm the mediating status of KMB that will show that digital leadership can stimulate innovation by behavioral processes and not direct leadership impact. This paper adds theoretical value involving the combination of digital leadership and multi-dimensional approach to KMB and organizational innovation that moves KBV and SCT to a modern digital realm. In practice, it provides practitioners with provide management with insights that can be put into practice to develop a knowledge-centric culture and improve organization innovation. It is suggested that future studies be conducted to address the contextual moderators like technology readiness and trust, use longitudinal designs, and adopt cross-industry implementations to confirm even further the mediated framework.
Integrating Strategic Management and Financial Innovation A Study on How Administrative Efficiency Drives Sustainable Business Growth in Emerging Economies
Background In the developing world, the sustainable development of business is being shaped by a strategic union of administrative competency, financial creativity and long-range planning. Although strategic management and financial analyses are established areas of research, their intersection via administrative effectiveness remains an under researched phenomenon in dynamic market environments. Objective: The objective of this research is to examine the mediating effect of administrative efficiency on the relationship among strategic management, financial innovation, and sustainable business growth in developing countries. Method: A mixed methodology was used with a cross-sectional survey (n = 384) and qualitative interviews (n = 25) with senior managers and decision-makers in diverse business activities in emerging markets. Analytical technique Structural Equation Modeling (SEM) was employed for examining relationships among variables using STATA v.14 while thematic analysis was used to explore manager's insights and practical constraints. Results: The results show that administrative efficiency mediates the significant effect of strategic management (β = 0.16) and financial innovation (β = 0.14) on sustainable growth. Administrative efficiency presented the most direct effect on growth (β = 0.42) and it was thus the central node. The qualitative results verified that lack of bureaucracy, training lapse and governance negatively influence strategic-financial integration while good administrative system would facilitate the implementation and flexibility. Conclusion / Implication: Administrative efficiency emerged as a critical facilitator of sustainable development in emerging economies – the "operational conduit" between strategic aspirations and financial transformation. “The need that we have is for organizations to invest in their administrative infrastructure so that they can be more efficient, more adaptive, and more strategic in order to be competitive over the long run.”
THE EFFECT OF INTEREST RATE, EXCHANGE RATE, AND INFLATION ON THE EARNINGS PER SHARE OF PAKISTAN’S TEXTILE SECTOR (2019–2023)
This research investigates the relationship between macroeconomic indicators—namely exchange rate, inflation, and interest rate—and the earnings per share (EPS) of Pakistan’s textile sector from 2019 to 2023. Using data from 20 listed textile firms and national macroeconomic sources, we apply descriptive, correlation, and pooled OLS analyses with robust standard errors. The findings suggest weak and statistically insignificant relationships between EPS and the three macroeconomic factors, highlighting that firm-level dynamics and sectoral efficiency dominate short-run variations. The study provides insights for investors, policymakers, and managers on maintaining profitability amid macroeconomic fluctuations. Keywords: Earnings per Share, Inflation, Interest Rate, Exchange Rate, Textile Industry, Pakistan
FINTECH INNOVATION AND GREEN INVESTMENT EFFICIENCY: THE MEDIATING ROLES OF FINANCIAL INCLUSION AND SUSTAINABLE GOVERNANCE
The accelerating climate crisis has emphasized the importance of channeling capital into sustainable and environmentally responsible projects. Financial technology (FinTech) has come about to enhance the effectiveness of green investments through the provision of accessibility, transparency, and innovation in the financial systems. The efficiency of green investment powered by FinTech innovation has not been well-explored, especially in the areas where sustainable finance and digital transformation are still developing. This paper examines the impact of FinTech innovation on the efficiency of green investments using financial inclusion and sustainable governance as mediating variables. It used a quantitative cross-sectional design where primary data were gathered with chief executive officers, finance directors, and sustainability managers of manufacturing and financial companies that have been involved in green-oriented initiatives in the major industrial centers in Pakistan, such as Lahore, Karachi, Faisalabad, and Islamabad. Out of 410 distributed questionnaire, 303 valid responses were used by using Partial Least Squares Structural Equation Modeling (PLS-SEM). The model evaluated the direct effects of FinTech innovation on green investment efficiency and the indirect effects through the financial inclusion and sustainable governance. Findings indicate that FinTech innovation has a great impact on improving the efficiency of green investment both directly and indirectly. Financial inclusion is a mediating variable because it extends access to digital financial tools and resources are mobilized towards sustainable projects. Sustainable governance enhances institutional responsibility, regulatory adherence, and strategic inclusion of green goals, augment the effectiveness of green investments. Keywords: FinTech innovation, green investment efficiency, financial inclusion, sustainable governance, sustainable finance.
INTERNAL MARKETING ORIENTATION AND JOB SATISFACTION: A MEDIATED MODEL OF EMPOWERMENT AND SUPERVISORY SUPPORT
This study investigates the relationship between Internal Marketing Orientation (IMO) and employee job satisfaction, with a specific focus on the mediating roles of employee empowerment and supervisory support within the context of Pakistan’s service sector, particularly the telecommunications and internet service industries. Using a quantitative research design, data were collected from employees across multiple firms and analyzed through Structural Equation Modeling (SEM) to test both direct and indirect relationships among the constructs. The findings reveal that IMO has a significant positive effect on employee job satisfaction, indicating that organizations that treat employees as internal customers experience higher levels of workforce satisfaction. Additionally, employee empowerment and supervisory support emerged as key mediating factors that strengthen the relationship between IMO and job satisfaction. The measurement and structural models demonstrated high reliability, validity, and predictive accuracy, confirming the robustness of the proposed framework. This research contributes to the growing body of literature on internal marketing by extending its application to a developing economy and offers practical insights for managers seeking to enhance employee satisfaction through empowerment and supportive leadership. Keywords: Internal Marketing Orientation, Employee Empowerment, Supervisory Support, Job Satisfaction, Service Sector, Pakistan
The Role of Project Managers Competencies and Transformational Leadership on Project Success: An Empirical Analysis of the NGO Sector of Pakistan
The purpose of this study is to examine the impact of leadership competencies on project outcomes in the NGO sector of Pakistan and to test whether organizational culture moderates this relationship. Although NGOs play a critical role in development programs, project failures are frequently linked to weak leadership capacity and misaligned organizational values. To address this gap, the study aims to: (1) evaluate the direct influence of leadership competencies on project outcomes (2) determine the moderating role of organizational culture and (3) provide empirical evidence to support future leadership development strategies within NGOs. A quantitative research design was employed and data were collected through structured questionnaires from project managers, coordinators and field supervisors working in Pakistani NGOs. Using a sample of 250 respondents, reliability, correlation and hierarchical regression analyses were conducted to test the proposed hypotheses. The findings indicate that leadership competencies have a significant and positive effect on project outcomes (β = 0.48, p < 0.001), supporting H1. Furthermore, organizational culture was found to significantly moderate the relationship between leadership competencies and project outcomes (β = 0.21, p < 0.01), supporting H2. The moderation plot shows that a strong, supportive culture enhances the positive effects of leadership competencies, while a weak culture reduces them. The study concludes that project success in NGOs is strongly dependent on both competent leadership and a cohesive organizational culture. These results highlight the need for leadership development programs and culture strengthening initiatives to improve NGO project performance.
Digital aspects of Influential factors of Green Purchase Intention: Challenges to the Modern Business Economy
This age of the digital economy presents significant challenges for green, environmentally oriented organizations seeking to build a positive image among their stakeholders and earn goodwill in the market. The level of green purchase intention becomes multidimensional in this modern technological era and varies according to customer background and cultural values. This study contributes to the theory of the planned behavior model by examining the effects of Green Brand Image, Green Brand Satisfaction, Green Brand Trust, Green Brand Loyalty, and Green Product Quality on Green Purchase Intention. Data was collected from educated (minimum graduation qualification) customers visiting different brands in Karachi (a city in Pakistan). Questionnaires were distributed to 304 respondents, and 272 responded. The results of partial least squares structural equation modeling (PLS-SEM) showed that the observed variables influence green intention. Implication, limitation, and scope of the study are described in the paper. This study provides a reference for organizations and the government sector to publicize green product awareness among the public and strive to make them well conversant about the results of green purchase intention.
AN UNPLANNED BUYING BEHAVIOUR OF CUSTOMER: AN INTERPRETIVE STUDY ON FINANCIAL INSTITUTIONS INSURANCE SERVICES IN PAKISTAN
The phenomenon of unplanned buying behaviour among customers is a critical area of study, particularly within the context of financial institutions offering insurance services in Pakistan. This qualitative research delves into the underlying factors that drive customers to make unplanned purchases of insurance products. Utilizing an interpretive approach, this study gathers insights through in-depth interviews and focus group discussions with customers and industry experts. The findings reveal that emotional triggers, social influences, and situational factors significantly contribute to unplanned buying decisions. Key themes include the impact of persuasive marketing strategies, the role of trust in financial institutions, and the perceived urgency or necessity of insurance products. Additionally, the study highlights the influence of cultural norms and economic conditions in shaping customer behaviour. This research provides a nuanced understanding of the motivations behind unplanned buying, offering valuable implications for financial institutions aiming to optimize their marketing and customer engagement strategies. By addressing the psychological and contextual elements identified, insurers can better align their offerings with customer needs and enhance overall satisfaction and retention. Keywords: Unplanned Buying Behaviour, Customer Behaviour, Financial Institutions, Insurance Services, Qualitative Study, Pakistan, Interpretive Study.
Data Driven HR, Empowered Employees: Unlocking Innovation through Digital Capability and Leadership
This paper examined the Digital HRM Practices and HR Analytics Capability increase Innovative work behavior (IWB) in the mediating factor of Employee Empowerment and the moderating factor of Transformational Leadership. Based on the data of 470 men and women in the service industry of Pakistan, the results indicate that the digital HRM and HR analytics play an important role in enhancing empowerment, which consequently leads to the innovative work behavior of the employees. Transformational leadership also enhances the empowerment-IWB relationship, which upholds the mediation process as moderated. The findings combine AMO Theory, RBV, and Transformational Leadership Theory, and empowerment is the main psychological avenue by which digital HR systems can be turned into innovation. The research contributes to the body of literature on HRM and innovation as it illustrates the extent to which digital capability, empowerment, and leadership are interconnected to influence the results of innovation in an emerging market. Visual practice and policy implications provide a guide to the design of digitally empowered and enabled workplaces.
Impact of Managerial Communication Quality on Job Satisfaction in Remote Work Areas
Remote work has reshaped employee and manager interactions, making effective communication a critical determinant of employee satisfaction. This study examines the impact of managerial communication quality on job satisfaction among employees working in remote environments. The primary objective was to assess how clarity, responsiveness and feedback practices from managers influence employees’ satisfaction levels and to determine whether organizational support strengthens this relationship. Data were collected from 210 remote employees across service sector organizations in Pakistan using a structured questionnaire. Participants were assured of confidentiality and voluntary participation and the survey was administered over several weeks. The findings revealed a strong positive relationship between managerial communication quality and job satisfaction (β = 0.58; p < 0.001), supporting the first hypothesis. Results also showed that organizational support significantly moderated this relationship (β = 0.21; p = 0.003), indicating that when organizations provide adequate resources, guidance and emotional support, the positive effect of communication improves further. The third hypothesis, which proposed that employees with high perceived communication clarity report greater satisfaction than those experiencing poor communication, was also supported, with mean score comparisons showing a significant difference (t = 7.82; p < 0.001). Employees who frequently used these tools experienced stronger communication effects and higher engagement, demonstrating that digital communication technologies play an essential role in enhancing remote work experiences. Descriptive results indicated that 72% of respondents felt that effective communication reduced feelings of isolation, while 68% agreed that regular feedback increased their motivation. Overall, the study highlights that effective managerial communication not just frequency, but clarity, empathy and feedback quality is essential in maintaining satisfaction within remote teams. The results underscore the importance of structured communication strategies, technology enabled interaction and supportive policies to foster a positive remote work environment. These findings contribute to organizational behavior and provide practical implications for managers navigating remote or hybrid workforces.
THE POWER OF MEDIA IN CLIMATE CHANGE COMMUNICATION: EXAMINING THE EFFECTIVENESS OF NEWS OUTLETS, SOCIAL MEDIA PLATFORMS, AND ENVIRONMENTAL CAMPAIGNS IN DRIVING BEHAVIOURAL AND POLICY CHANGE
The research, under the title "The Power of Media in Climate Change Communication: Examining the Effectiveness of News Outlets, Social Media Platforms, and Environmental Campaigns in Driving Behavioral and Policy Change," was carried out to show how various media types may be used in informing the public, in eliciting the change in behavior and the like. An approach was employed that is a combination of a quantitative survey answered by 350 respondents and a qualitative assessment of the participants' responses towards a specific theme. The outcome was different: the top way of increasing the profile of the environment and the promotion of the behavioral change was through social media platforms, followed by environmental campaigns and news outlets. The computational statistical approach also showed that media exposure, awareness, and behavioral adaptation have a strong positive correlation. The regression findings have endorsed that the media engagement was responsible for 56% of the variation in the climate-friendly behaviors observed. And, among the contributors to the policy support aspect, the environment campaigns played the vital role (R² = 0.47). At the same time, the qualitative data indicated that the interactive communication, emotional storytelling, and relatable messaging put forth by the media are the key factors responsible for people's shift to a green and sustainable lifestyle. Social media was seen as a place where one could be part of real-time engagement and mobilization, while the traditional way of news delivery gave the information its credibility and depth. To sum up, the combined results indisputably show that different media forms contribute to the formation of climate change viewpoints, support of informed decision-making, and stimulation of both individual and collective actions leading to environmental sustainability. Media, therefore, acts as a crucial link between the scientific discussion on climate change and the public reaction to it.
The Significance of Statistics in Evidence-Based Decision Making
Statistics is an essential part of every research that collects data, organizes, and interprets it into a meaningful sense. This review article helps to understand how statistics help us in every research and in our daily lives. The data was collected from books, research articles, and online libraries like PubMed and Google Scholar etc. This study shows that statistics is used in every research, from planning and data collection to analysis and conclusion. In the health system, it helps to measure the treatment effect and to control the diseases. In business and the economy, it helps ho to forecast the trends and make decisions. In agriculture and social sciences, statistical tools help to improve the productivity, quality of the crops, and help to understand human behavior. In conclusion, statistics transformed the raw data into meaningful information. They help professionals and researchers to make better and evidence-based decisions and create a reliable and meaningful conclusion.
The Impact of Intra-Individual Conflict on Task Performance in Multi-Team Systems: The Mediating Roles of Stress and Coordination
Internal conflict is the independent variable, stress and cognitive load mediate, and team coordination and communication moderate multi-team task performance. Companies using multi-team solutions to address complex problems and boost team performance must understand how employees handle competing jobs. This study examines key variable relationships using correlation, regression, mediation, and moderation. Individual-level disagreement increases cognitive load and stress, lowering performance, a study finds. Stress regularly produces conflict-related performance issues in mediation studies. A well-coordinated, communicative team reduces conflict-related damage to job performance. Stress and conflict management improve employee well-being and organizational effectiveness, according to the job demand-control and conservation of resources models. Work environments require communication mechanisms to resolve conflicts and manage stress. This study should use time-based research, sector-specific analysis, and worker-specific factors to examine conflict outcomes and improve performance in complex work situations through intra-individual conflict management.
EXPLORING THE INTERPLAY BETWEEN CULTURE AND ENTREPRENEURIAL INTENTIONS
The role of culture in development of entrepreneurial intentions have get attention from the global researchers. Researchers applied the concept of regional, national and global culture for the development of attentions to start new venture. The intent of this work is to study impact of culture in determining the entrepreneurial intentions along the components of Theory of Planned Behavior (TPB) among students. However, the population is students of business studies, enrolled in university degree programs and currently in 3rd or 4th year of their bachelor degree program and Master’s degree program. In this work data collection procedure is adopted by using self-administrative questionnaire from the public and private universitas of AJ&K state and Pakistan. The data collection is based upon contentious sampling techniques. Total 1100 questionnaires were distributed and total questionnaire 900 questionnaires was received from which 874 questionnaires were able to use in current study. Data was analyzed by using SPSS. According to results, all the constructs of TPB indicate positive significant relationship on entrepreneurial intention. Also, result indicated, culture has played moderating role among the relationship of Components of TPB and entrepreneurship intention.
AI-Powered Personalization and Online Purchase Intention: A Moderated Mediation Analysis of Trust and Ease of Use
This paper explores the role of three mechanisms of AI-based personalization, such as product recommendations, advertisements, and customer support, in influencing online purchase intention among e-shoppers in Pakistan (N = 156). The research is based on an extended Technology Acceptance Model (TAM), in which the notion of trust in AI suggestions is conceptualized as a mediating factor, and the notion of AI-enabling ease of use is formulated as a boundary condition. Through the PROCESS macro analyses, AI-driven product recommendation greatly improved trust (b = 0.44, p < 0.001), and the latter positively influenced purchase intention (indirect effect = 0.20, 95% CI (0.11, 0.33)). The direct impact of AI recommendations on purchase intention was also of significance, and this suggests a partial mediation. The relationship between recommendations and trust had a positive moderating role as ease of use (interaction b = 0.26, p = 0.007), indicating that AI cues are more convincing in an environment where the user feels that the platform is easy to use. The direct effects of AI-powered advertisements and AI-enabled customer assistance on purchase intention were smaller and positive, with no significant gender differences. Overall, the model accounted 34% variation of purchase intention. Considering trust and ease of use as a part of the TAM framework, the study expands TAM to the realm of AI-based personalization and offers a subtle understanding of how smart marketing services should affect consumer decision-making in digital commerce settings.
Role Of Digital Financial Services In Enhancing Microfinance Access For Micro-Entrepreneurs In Pakistan: Evaluating The Effectiveness Of Digital Financial Platforms In Improving Microfinance Penetration And Meeting The Financial Needs Of Micro-Entrepreneu
This research is aimed at exploring the Digital Financial Services (DFS), a cluster of services that allow its users to manage and oversee their finances. The study was a move to evaluate access to microfinance by micro-entrepreneurs in Pakistan with special focus on gender disparities and socio-economic constraints in the region. An explanatory sequential design based on a mixed-method study was used. DSF adoption was surveyed using quantitative survey data and qualitative interviews. Patterns of usage of women and other micro entrepreneurs were examined. Participants also indicated that they face challenges when undertaking their micro entrepreneurial activities. DFS adoption is a major advancement in microfinance accessibility through lowering the transaction costs, speeding of loan disbursements and offering convenience, which leads to economic inclusion and growth of the entrepreneurs. The adoption is, however, lopsided because of the digital literacy gaps. This is also unevenly distributed by infrastructural constraints, socio-cultural constraint, and regulatory constraints. Women micro-entrepreneurs have been observed to be faced with barriers that are associated with mobility limitation, lack of trust and absence of custom financial products. The research recommends that there should be an immediate urgency to develop products offered by DFS, that are gender sensitive, digital literacy programs, investment in infrastructures, and regulatory support systems. The study emphasizes a vibrant need for gender-sensitive DFS product development. Targeted digital literacy programs, infrastructural investments, and supportive regulatory frameworks are also necessary to promote DFS services. Addressing these challenges will lead to policymakers and financial institutions to harness and, DFS to promote inclusive economic empowerment, reduce poverty, and stimulate sustainable development in Pakistan’s micro-entrepreneurial sector.
The Impact of Marketing Mix on Brand Equity in Pharmaceuticals: The Mediating Role of Perceived Quality
In the competitive environment of pharmaceutical companies, brand equity plays a pivotal part in impacting the trust of a customer, brand loyalty, and product positioning. This research analyses the effect on brand equity by aspects of marketing mix viz product, pricing, placing, and advertising, with a specific emphasis on the mediation of perceived quality. Using an survey research strategy and deductive research approach, data were assembled from physicians of different specializations from various public hospitals in Lahore, Pakistan by distributing survey questionnaires. The sampling technique was convenience sampling and 105 completed questionnaires were considered for final data analysis. The outcomes have illustrated that marketing mix aspects have a positive impact on brand equity and have a moderate positive influence on perceived quality. Nonetheless, perceived quality does not indicate a direct influence with significance on brand equity. However, it plays a mediating role between marketing mix and brand equity. The conclusion recommends that marketers of pharmaceutical companies should emphasize on placing, price and promotion aspects of the marketing mix to increase the value of a brand.
Impact of Hindrance and Challenge Stressor on Working Engagement Influencing Motivational Factors
This research is based on the impact of hindrance and challenge stressor on work engagement with the influence of additional motivational factors. In past scenario challenge and hindrance stressor is an approach to increase the employees’ capacity and productivity to achieve organizational goals. The research study was supported with a consideration of transactional theory of stress that highlighted the negative association between hindrance stressor with work engagement. The method used in this research study is based on the purposive approach and data has been collected using quantitative approach. The data has been collected from banking sector. The finding of this research demonstrated the negative impact of hindrance stressor on work engagement. While, other factors such as training, reward, empowerment, career opportunity and challenge stressor has a positive impact on work engagement. Potential recommendation demonstrated the significant consideration on the positive factors such as reward, training and career opportunity to engage employees in different projects.
From Technology to Trust: Examining the Moderating Influence of Leadership Integrity on the E-HRM and Public Trust Relationship in Housing Societies
The residential real estate industry in Pakistan, which is an urgent source of urban growth, is experiencing a massive widespread of unfamiliarity in the eyes of the populace due to the extensive misapplication of unethical behavior, monetary transparency and political misconducts. This paper was examined how Electronic Human Resource Management (E-HRM) practices can rebuild the trust of the people with a particular interest on the conditional role of Leadership Integrity. The quantitative, cross-sectional research design was used and the data was collected using stratified random sampling, which comprised of 528 employees and clients of housing authorities in Islamabad and Rawalpindi using structured questionnaires. Regression and moderation analysis in SPSS was used to analyze the data. The findings show that E-HRM practices and public trust have a positive and significant correlation (b= 0.65, p 0.001), which proves that when HR functions are digitalized, it leads to an increase in perceived transparency and procedural justice. Moreover, the Leadership Integrity was also a major positive moderator ( Interaction 0.15, p < 0.001) meaning that the positive impact of E-HRM on trust is much greater when organizational leaders are characterized by high ethical commitment and consistency in behavior. This paper concluded that though E-HRM offers the technological base on which transparency is possible, Leadership Integrity is the driving force that offers credibility to said systems and enhances their potential to build trust. The results provide the essential knowledge to policy makers and managers of the housing society that should adopt a comprehensive approach, which would involve both investing in technology and leadership founded on ethical values that would help Pakistan reestablish the lost trust of the population in the real estate industry.
ANALYZING THE EFFECTIVENESS OF RISK MANAGEMENT TECHNIQUES IN THE BANKING SECTOR OF PAKISTAN
Purpose: Credit, market, liquidity, and operational risk are factors that influence risk management practices. This study examines how these factors relate to the overall performance of Pakistani commercial banks. The impact of risk monitoring and control mechanisms on Pakistani commercial banks’ performance is also examined. Methodology: A quantitative research design was employed, drawing on data from commercial banks in Pakistan. Structured survey instruments and secondary financial data were analyzed using regression and mediation analyses to assess the impact of risk management practices and the role of risk monitoring and control mechanisms. Findings: The results reveal that there is an effective relationship between risk management practices and bank performance. The results reveal that the risk monitoring and control mechanism has a signiﬁcant effect on risk management and mediates the relationship between risk management practices and the performance of commercial banks. Policy Implications: The results underscore the necessity for banks to establish integrated and holistic risk management frameworks. Regulators and bank managers should emphasize strengthening monitoring and control systems to enhance resilience against financial shocks. By adopting proactive risk prevention strategies, banks can reduce their exposure to systematic vulnerabilities and improve their long-term sustainability. Novelty and Originality This study contributes to the literature by offering empirical evidence from Pakistan, where banking systems face structural and regulatory challenges. Unlike prior studies that often treat risk management practices in isolation, this study highlights the mediating role of risk monitoring and control, providing a more comprehensive understanding of how risk frameworks influence financial performance.
NAGORNO-KARABAKH CONFLICT MANAGEMENT - A CASE STUDY TO DERIVE RELEVANT LESSONS FOR PAKISTAN
The Nagorno-Karabakh conflict, a long-standing territorial and ethnic dispute between Armenia and Azerbaijan, serves as a critical case study for evaluating conflict management in complex geopolitical settings. Despite decades of international mediation and multiple ceasefire attempts, the conflict remains unresolved due to entrenched historical grievances, strategic deadlocks, and ineffective diplomacy. This study aims to analyze the conflict through the lens of the Thomas-Kilmann Conflict Mode Instrument (TKI), which categorizes conflict-handling styles as avoiding, accommodating, compromising, competing, and collaborating. The objective is to extract relevant lessons for Pakistan, which faces parallel challenges in a volatile South Asian context. Adopting a mixed-methods approach, the study collected quantitative data via structured questionnaires from students of international relations, political science, and defence studies at major academic institutions, and qualitative insights through a semi-structured interview with a senior academic, supported by secondary literature, official reports, and media analyses. Results indicate that Azerbaijan’s competitive strategy, particularly during the 2020 conflict, leveraged Turkish-supplied drones and precision warfare to shift the territorial balance in its Favor. In contrast, Armenia’s reliance on accommodating and compromising strategies, combined with the OSCE Minsk Group’s failure to mediate effectively, undermined lasting peace efforts. Persistent mistrust, rigid negotiation structures, and fragmented diplomatic initiatives further stalled resolution. The findings underscore the importance of strategic innovation, credible deterrence, and adaptive conflict resolution frameworks. For Pakistan, these insights suggest the need to adopt a proactive, multifaceted approach to conflict management that strengthens national security, enhances diplomatic credibility, and ensures preparedness in the face of regional instability.
TRANSFORMATIONAL LEADERSHIP AND ITS ROLE IN ENHANCING EDUCATIONAL STANDARDS IN THE UNIVERSITIES OF SINDH, PROVINCE OF PAKISTAN
The positive impact of transformational leadership on quality improvement on higher education is undeniable, though it remains largely unstudied in Sindh’s context. Other persistent problems in universities, such as traditional, outdated methods of teaching, overly slow integration of digital technologies, and assessment-oriented rote learning, continue to undermine quality improvement efforts. This study determines the impact of transformational leadership on teaching, technology usage, and exam reforms as the standard of education in Sindh’s public and private universities. The study is based on Bass’s four dimensions of transformational leadership. The study also employed the quantitative approach to survey 350 higher education academic leaders and faculty members. The study applied structural equation modeling (SEM) for quantitative data analysis. Results of the study indicate the presence of a strong direct positive impact value of (β = 0.42, p <0.001) on educational standards, while also improving it indirectly through advanced teaching (β = 0.31, p <0.01) and technology (β = 0.28, p <0.01) use, though the exam system positively improved educational standards (p > 0.05). The model accounts for and explains a variation of 62% in educational standards (R² = 0.62) with strong predictive relevance (Q² = 0.41). This confirms the critical value of leadership, teaching, and technology to improve academic standards, while also indicating the need for improvement in the assessment system. This study is among the first to empirically test transformational leadership using SEM in Pakistan’s higher education and provides practical recommendations for HEC, policymakers, and university leaders. This study extends Bass’s (1990) model of transformational leadership into the South Asian higher education context, offering practical insights for leadership development and policy reforms under the Higher Education Commission (HEC) framework. Keywords: Transformational Leadership, Educational Standards, Higher Education, Universities of Pakistan, Academic Leadership
An Integrated HRM-Finance Framework for sustainable Organizational Performance: Evidence from Emerging Market Firms in Pakistan
This paper focuses on the combined effect of Strategic Human Resource Management (SHRM) and High-Performance Work Systems (HPWS) and Financial Capability of Management on the financial performance of Organizational by the mediating position of Human Capital Efficiency and moderation role of Financial Governance Quality in Pakistani companies. Data were gathered by using a quantitative methodology and a structural equation modeling with a SmartPLS4. A sample of 352 middle and top-level managers working in SME and large enterprises was used. The results indicate that SHRM, HPWS, and managerial financial capability have a strong impact in increasing human capital efficiency that further has strong impacts on financial performance. Although financial governance does not have a direct influence on performance, it enhances the association between workforce efficiency and financial performance via the moderating influence. The findings affirm the fact that the positive changes in the financial performance of the Pakistani organizations are also obtained mainly as a result of the effective use of human resources that is facilitated by the adequate managerial and governance standards. The paper indicates that HR systems and financial capacity as well as governance alignment are important issues that need to be considered at the strategic level to ensure sustained competitiveness and profitability in the long term.
Impact of Fear of Missing Out (FOMO) on Consumption and the Emergence of Fomsumerism: A PRISMA-Guided Systematic Literature Review
Fear of missing out (FOMO) has surged as a pivotal psychological driver in digital consumer behavior, propelling impulsive purchases and giving rise to Fomsumerism—a novel form of consumerism rooted in social exclusion anxiety. This systematic literature review, adhering to PRISMA guidelines, synthesizes 34 empirical studies from 2022 to 2025, revealing a consistent positive association of Fear of Missing Out with compulsive buying, particularly among Generation Z, through social media platforms. Key findings highlight antecedents like scarcity cues and social comparison, consequences including post-purchase regret, and the nascent conceptualization of Fomsumerism as FOMO-fueled overconsumption. Gaps persist in longitudinal designs and cross-cultural validations, underscoring the need for ethical marketing interventions. These insights advance consumer psychology theory and inform sustainable digital strategies.
The Impact of Work Family Conflict and Female Employee’s on Turnover Intention
The purpose of this study to find out the factors which force the females to quit their jobs from organizations due to work family conflicts (WFC). To assess the WFC paradigm among female employees of private banking sector of Sindh, Pakistan. Data were collected from private banks female employees of Pakistan, Sindh, Sukkur region. Total n= 210 employees were surveyed by different private banks females’ employees in Sukkur region. Data was analyzed through SPSS; the results indicate that informal organizational and family supports are not effective in addressing WFC problems that arise from working female family members. Additionally, it was discovered that WFC and employee turnover intentions are positively correlated. This research is imperative for private banking sector to address the WFC for long term retention of trained females. Furthermore, this study has significant organizational consequences, to lesser the WFC by nurturing an atmosphere that supports work and family life balance. Particularly, managerial level appointments have been provided with quantifiable data to understand how WFC and social support affect the intention to go away from profession. This study examines the WFC concept that aids in subsequent investigations. By examining the direct and mediation effects between the constructs mainly in female employees, the study enhances the methods of earlier research by contributing significantly to the current literature in this domain. Key Words: Family conflict, employee’s turnover Intention, family social support, informal organizational support, female employees.
Exploring The Relationship Between Corporate Sustainability Practices And Corporate Financial Performance In Pakistan Testing The Moderating Role Of Ceo Characteristics And R And D
Background: Climate change, dwindling resources, and increased demands on social responsibility are all factors that have made corporate sustainability practices (CSP) become important across the world. Nevertheless, in young economies such as Pakistan, the CSP-corporate financial performance (CFP) nexus is under-investigated. Objective: This paper examines the CSP and CFP relationship in Pakistan and how CEO characteristics and research and development (R&D) investment mediate this relationship. Design and Setting: The study employs a quantitative, secondary panel data design, using firm-level data drawn from annual reports, financial statements, and sustainability disclosures of publicly listed Pakistani companies across various industries such as manufacturing, technology, and energy. Participants: The sample included large and medium-sized firms that have been in business for at least five years. We gathered the data through structured surveys of CEOs and senior executives, supplemented by secondary financial and sustainability reports. Measures: CSP (environmental, social, and governance dimensions) is an independent variable. Dependent variable: CFP (return on assets, return on equity, ROI, market value). Moderators: the attributes of the CEO (education, experience) and investment in research and development.The study also includes R&D expenditure (percentage of annual revenue allocated to research and development) as a key moderating variable to assess how innovation intensity affects the CSP–CFP relationship. Results: It was found that CSP demonstrates a significant effect on CFP (b = 0.45, p < 0.01). This relationship was positively moderated by CEO education and experience (b = 0.12, p < 0.05), and R&D investment increased the impact of CSP on financial performance (b = 0.15, p < 0.01). Conclusions: CSP is associated with social and financial factors in Pakistan. They play very important roles in enhancing this connection by leadership qualities and investing in innovation. The paper has implications on the corporate strategy and policymaking, which focus on integrating sustainability in the business practice so as to attain a competitive edge. Longitudinal designs should be used in future studies, and investigations into other possible moderating variables like institutional pressures and cultural forces should follow.
BALANCING PROFITABILITY AND GOVERNANCE: AN AGENCY THEORY APPROACH TO ROE AND KEY CORPORATE VARIABLES
The study examines how important business characteristics affect Return on Equity (ROE) in China's automotive sector. It explores how financial leverage, business age, R&D intensity, environmental, social, and governance (ESG) practices, and total assets affect long-term profitability. This study takes a multi-theoretical approach, using agency theory, stakeholder theory, resource-based view, trade-off theory, and organizational life cycle theory to empirically analyze these variables' influence on ROE. The study focuses on a specific group of Chinese manufacturers and attempts to provide significant insights that help improve financial performance while aligning with long-term environmental goals. Focusing on a sample of Chinese businesses, the study aims to offer insightful information for enhancing financial performance while supporting long-term sustainability goals. Emphasizing the critical balance that needs to be struck, the findings provide investors, legislators, and corporate executives with vital counsel. In the end, our study helps the Chinese car sector respond to changing corporate sustainability norms by making well-informed decisions that improve resilience and encourage value development. KEYWORDS: Return on Equity (ROE), Environmental, Social, and Governance (ESG), Financial leverage, Chinese automotive industry, corporate sustainability, Profitability https://doi.org/10.5281/zenodo.17633325
The Impact of Gender Diversity Practices on Organizational Performance: The Mediating Role of Employee Engagement and the Moderating Role of Strategic HR Analytics in Pakistan.
This paper investigates the impact of gender diversity practices, including recruitment, retention, and promotion policies that are implemented to promote gender inclusivity on organizational performance in Pakistani companies. Based on the organizational behavior and strategic human resources viewpoints, the paper can suggest the concept of employee engagement as a middle ground that helps the gender diversity practices to impact financial, operational, and innovation-related performance. It further assumes that Strategic HR Analytics Capability (the organizational capability to gather, analyze, and utilize HR data to enable it in making decisions) will mediate the indirect relationship between diversity practices and performance by enhancing the engagement route. The study has assumed a quantitative, cross-sectional design in terms of survey data of the employees and HR leaders in various industries in Pakistan. Direct, mediating and moderated-mediation hypotheses will be tested using structural equation modeling (SEM). It is anticipated that gender diversity practices have a positive impact on employee engagement that subsequently benefits the work performance of an organization and that the positive impact of engagement is amplified in the presence of greater strategic HR analytics capability. The research has both theoretical and practical contributions, such as combining diversity management with analytics-enabled strategic HRM and provides managers with evidence-based information on how to combine inclusive policies and analytics capabilities to ensure maximum performance. Policy implications and HR practitioner implications in the context of Pakistan are also discussed, as well as limitations and future research directions.
REDEFINING CAREER PATHWAYS: ENTREPRENEURIAL ASPIRATIONS OF GENERATION Z IN PAKISTAN’S KP REGION
Khyber Pakhtunkhwa, Pakistan's Generation Z students' entrepreneurial motivations and socio-cultural elements are examined in this study. Krumboltz's Social Learning Theory of Career Decision Making is used to evaluate public and private university students' psychological, structural, and social influences on entrepreneurship decisions in the qualitative narrative study. Autonomy, digital platforms, and self-governance drive these students to be entrepreneurs. Financial uncertainty, gender-related stigma—especially for female entrepreneurs—and a lack of practical business education also present obstacles. Family expectations, cultural narratives, and entrepreneurial role models influenced career choices, with digital entrepreneurship desire rising. University courses lack entrepreneurial understanding, and participants wanted more funding, mentorship, and helpful platforms. Gender dynamics and economic uncertainty hinder entrepreneurship. These findings help policymakers, educators, and support groups promote youth-driven entrepreneurship and Pakistan's developing generation's economic potential.
From ‘I Am the Best’ to Peak Performance The Role of Positive Self-Talk, Neuroplasticity and Affirmation Practices in HRM
The statement, I am the best, is a good approach to building self-confidence that is founded on the principles of neuroplasticity, or the capacity to transform the brain by forming novel neural connections. This paper examines how positive affirmations have the potential to effectively rewire brain circuitry, support positive thinking and self-esteem and undermine negative beliefs. The research points out that recurrent self-affirmation is associated with the self-appraisal associated brain regions and ventrally located striatum and medial prefrontal cortex, specifically. The functional magnetic resonance imaging (fMRI) study demonstrates that self-affirmation practice leads to increased activity of these areas that reinforce the positive image of a person and toughness of feelings. Moreover, neurochemical response to affirmations facilitates the release of neurotransmitters like dopamine and serotonin related to motivation and holistic well-being. The reinforcement of good neural pathways through affirmation such as I am the best not only helps to develop self-worth, but also disrupts maladaptive patterns that are formed with the assistance of negative self-talk. Such findings can be used by Human Resource Management (HRM) to include self-affirmation exercises in the training and development programs of employees. Such practices can result in employee morale, a positive culture as well as the overall performance level of the workplace. Employers can establish a culture of disposition towards confidence, and optimism which are vital in a productive workplace through the encouragement of the daily practice of positive affirmations. The given paper emphasizes the opportunities of positive affirmations in the context of individual development and mental health-related interventions and prompts the incorporation of positivity affirmation in HRM practices to enhance the well-being, resilience, and engagement of the staff members. The implications of this study put HRM professionals in a position to incorporate the affirmation based interventions as cost-efficient interventions to infuse confidence to the employees and reduce stress at work. This could result in healthier organizational cultures, long-term higher productivity and psychological empowerment of the workers. The research of the longitudinal implications of affirmations, variations in cultural and personal differences in their application, and the possibilities of enhancing them in terms of digital platforms and leader support may be extended in the future.
The Role of Modern Human Resource Management (HRM) and Universities in Strengthening Public Sector Institutions
This paper examines how modern Human Resource Management (HRM) practices and active university involvement can strengthen public sector institutions in Pakistan. Combining a conceptual review with primary data collected through a structured survey (n = 168 valid responses), the study investigates training and development, performance appraisal systems, employee motivation, and university–government linkages. Findings indicate significant deficits in structured training, perceived lack of transparency in performance appraisals, low employee motivation, and limited formal collaboration between universities and public organizations. Statistical analysis shows a positive and significant correlation between training and employee performance (r = 0.61, p < 0.01), while transparent appraisal systems (β = 0.48, p < 0.05) and university linkages (β = 0.36, p < 0.05) positively predict employee motivation and institutional innovation respectively. The paper situates these results within international best practices—most notably the UK Civil Service and NHS models—and provides policy recommendations focused on curriculum reforms, capacity building, e-HRM deployment, and creation of formal university–government collaboration mechanisms. Implications for policymakers, university administrators, and HR practitioners are discussed, and directions for future research are proposed.
THE INFLUENCE OF FPI ON THE BEHAVIORAL BIASES OF DOMESTIC INSTITUTIONAL INVESTORS
The study is about the influence of foreign portfolio investment (FPI) on the investment decisions biases of the domestic institutional investors operating in Pakistan Stock Exchange (PSX). These biases include conservatism, overconfidence and herding effect. The influence of FPI flows on the investment decisions of domestic institutional investors is examined by analyzing the primary data, collected through questionnaire from all the Domestic Institutional Investors (DIIs), listed at PSX. The questionnaire comprised of questions, covering three behavioral factors namely overconfidence, conservatism and herding effect in the context of FPI. Results show that influx of FPI has a positive and significant effect on the confidence of local investors and vice versa. DIIs behave conservative due to FPI fluctuations but they do herd positively with the investment decisions of foreign investors. The study provide significant guidance to the domestic investors (both institutional and retail) as well as foreign investors to invest wisely according to the movements in the FPI flows. Key Words: Foreign Portfolio Investment (FPI), Domestic Institutional Investors (DIIs), Conservatism, Herding Effect. JEL Codes: F21,F3, G11, G15, G30
GREEN ENVIRONMENT THROUGH HUMAN RESOURCE PRACTICES
Green Human Resource Management is all about using Human Resource practices for the betterment and welfare of the environment. It is actually the contribution of people management practices towards the broader environmental agenda. In the current study an attempt is made to find out some specific HR practices which are used by the selected organizations for the wellbeing of the environment. The selected sector is telecom, because to more or less extent these practices take place in this sector, data have been collected through semi-structured interviews while thematic analysis has been used for data analysis. From current study it is concluded that there are no HR departments in their regional offices, therefore they are not fully aware of GHRM and hence can’t link it with organizational as well as environmental sustainability. Further studies can be done to ensure the importance of GHRM for Corporate SSocial Responsibility as well as for advocacy purposes. Keywords: Green HRM, Recruitment and Selection, Training and Development, Performance Management, Employees Participation, Rewards and Compensation, Thematic Analysis.
EFFICIENCY UNDER INFLUENCE: HOW BUREAUCRATIC QUALITY AND RENT-SEEKING SHAPE PUBLIC FUNDS ALLOCATION EFFICIENCY
Unproductive and misallocated public spending endures as a major international concern, eroding socio-economic gains and public trust in governance. Recent research often takes an isolated approach either governmental inefficiency or private-sector rent-seeking as singular causes. This study tackles this gap by exploring together the impact of bureaucratic efficiency and rent-seeking behavior on public funds efficiency across 12 countries from 2012 to 2023. Public funds efficiency was measured using Data Envelopment Analysis, considering inputs from health, education, and infrastructure, with outputs reflecting societal welfare indicators. Bureaucratic efficiency evaluated by ICRG Quality of Government Index, while rent-seeking behavior by the reverse Economic Freedom Index. Using OLS and quantile regression, the analysis reveals that bureaucratic efficiency positively influences public funds efficiency (β = 0.1305, p = 0.004), whereas rent-seeking has a significant negative impact (β = -0.1441, p < 0.000). These effects are particularly salient in countries with lower efficiency levels, as highlighted by quantile regression results pointing to sustainable advantages from targeted governance enhancements in these context. It highlights that impact of bureaucratic efficiency and rent-seeking behavior is not one-size-fit-all but varies significantly across different efficiency tiers. The findings offer practical implications for policymaker, calling for bespoke governance reforms and anti-rent-seeking strategies to enhance public resource allocation effectiveness globally. Keywords: Rent-seeking Behavior, Public Fund Efficiency, Bureaucratic Efficiency, DEA model, Quantile regression, Economic freedom index https://doi.org/10.5281/zenodo.17263892
FROM VULNERABILITY TO RESILIENCE: INGOS AND CLIMATE ADAPTATION STRATEGIES IN PAKISTAN
Climate change poses one of the most pressing threats to Pakistan, jeopardizing water, food, and energy security while exposing communities to floods, droughts, and extreme weather. The national initiatives, like the National Climate Change Policy (NCCP) of 2012 and the implementation framework of 2014, are the result of the rising climate variability in the country since the 1990s. Regardless of these achievements, Pakistan still has difficulties with enforcement, institutional capacity, and knowledge integration between the researchers and policymakers. This research paper explores the extent to which international non-governmental organizations (INGOs) contribute to enhancing the resilience framework in Pakistan and focusing on three aspects of disaster reduction risk, policy advocacy, and community-level adaptation. The analysis will be conducted through panel econometric and complementary qualitative review and it will look at the interaction between financial innovation, external capital flows and adaptation governance. It has been shown that, together with local NGOs, INGOs have played a key role in creating community preparedness, assisting provincial governments, and sealing resource gaps. However, findings also reveal limitations including lack of ownership at the local level, weak institutional enforcement, and fragmented coordination across governance tiers. Importantly, the evidence highlights that community resilience improves where INGOs actively integrate local participation, technology transfer, and awareness-building into adaptation strategies. This study concludes that Pakistan’s resilience framework requires stronger institutional mechanisms, enhanced collaboration with INGOs, and systematic investment in research and public awareness. Strengthening these dimensions will not only reinforce disaster risk reduction but also advance long-term adaptation pathways toward sustainable climate governance.