• The Affect of Customer Service Quality on Overall Students Satisfaction: A Study on the Four Major Forces Administered Universities (NUST, BU, AU, NDU) 

  Muhammad Abdullah Asif, 01-321231-023 (Business Studies, 2024)

  In this consistently developing competitive higher educational outlook, understanding the affect of general customer service quality on students' fulfillment and reliability is the key to standout in the sector. Measuring ...
• Impact of AI-Powered Personalization on Customer Engagement: Exploring the Moderating Role of Customer Demographics 

  Muhammad Shayan Ibrahim, 01-322222-018 (Business Studies, 2024)

  This thesis examines AI-powered personalization's impact on customer engagement dimensions—absorption, dedication, and vigor. It explores trust's mediating role and the moderating effects of demographics (age and gender). ...
• The Art of Packaging: An Investigation into the Role of Color in Packaging, Marketing and Branding 

  Zumla Shehzadi, 01-222222-015 (Business Studies, 2024)

  This thesis investigates the role of color in packaging, marketing, and branding within the Pakistani market. The aim is to explore how different colors influence consumer behavior, brand perception, and purchasing decisions. ...
• Role of AI Tools in Consumer Purchasing Decision in Pakistan 

  Shoaib Asif, 01-321231-047 (Business Studies, 2024)

  This research investigates how AI tools, trust, and age intersect to shape online purchase decisions in e-commerce environments. Through a quantitative methods approach, data were collected from 250 respondents who engage ...
• Impact of User Centric Strategies on Purchase Decision with Mediating Role Customer Brand Engagement : A Study of Clothing Market 

  Aleeza Shakil, 01-322222-003 (Business Studies, 2024)

  The study investigates the impact of user-centric strategies on purchase decisions in the clothing market, with a focus on the mediating role of customer brand engagement. Using a quantitative descriptive technique, ...
• Examining the Impact of Eco-Labeling on Consumer Purchase Intentions for Sustainable Fashion Products 

  Muhammad Atif Shahzad, 01-322222-043 (Business Studies, 2024)

  In the evolving landscape of sustainable fashion, eco-labeling stands as a pivotal force shaping consumer behaviors and perceptions. This study delves into the intricate dynamics surrounding eco-labeling and its impact on ...
• Enhancing Marketing Performance Through Digital Brand Capabilities 

  Salman Mukhtiar, 01-222222-016 (Business Studies, 2024)

  This research investigates the intricate interplay between ethical leadership, employee job satisfaction, and the development of strong digital brand capabilities within the Pakistani telecommunications sector. The primary ...
• Analysing the Effect of Personalised Social Media Advertising on Online Impulse Purchases: The Moderating Influence of Privacy Concerns and the Mediating Functions of Perceived Novelty, Relevance, and Ease of Payment 

  Ayesha Tufail, 01-221222-034 (Business Studies, 2024)

  Impulsive online shopping is an essential element that provides significant advantages to online advertisers and retailers. Individualisation ought to be the guiding principle behind all social media advertising and marketing ...
• Impact of Green Branding, Green Packaging and Green Advertising on Consumer Behaviour with Mediating Role of Environmental Awareness in the Restaurant Industry in Pakistan 

  Aleeza Muazzam, 01-222222-001 (Business Studies, 2024)

  This study investigates the impact of green marketing elements including green branding, green packaging, and green advertising on consumer behavior within the restaurant industry in Pakistan, with a particular focus on ...
• The Mediating Role of Social Media in the Relationship Between Digital Marketing and Marketing Performance : A Study of Pakistan’s Telecom Industry 

  Hamza Khan, 01-221231-003 (Business Studies, 2024)

  This research investigated the mediating role of social media engagement in the relationship between digital marketing and marketing performance within the Pakistani telecom industry. The study confirmed the significant ...
• Analyzing the Impact of AI Tools on Consumer Purchase Intention with the Mediating role of Consumer Engagement 

  Saif Ullah, 01-322222-027 (Business Studies, 2024)

  The primary objective of this study was to explore the role of AI tools on consumer purchase intentions, through the mediating effect of consumer engagement. This investigation delved into how different AI functionalities, ...
• Impact of Consumption Values on Consumers’ Intention to Adopt Battery Electric Cars in Pakistan’s Emerging EV Market 

  Sidrah Bilal, 01-322222-031 (Business Studies, 2024)

  The widespread adoption of battery electric cars offers a sustainable remedy for addressing environmental and energy challenges, contributing to the fulfillment of carbon neutrality goals. Promoting the rapid advancement ...
• Impact of Packaging Attributes on Consumer Purchase Intentions through the Lens of Perceived Quality in the Cosmeceutical Industry 

  Dr. Saad Fayyaz, 01-322222-041 (Business Studies, 2024)

  The primary objective of this study was to explore the role of packaging attributes on consumer purchase intentions, both directly and indirectly, through the mediating effect of perceived quality, within the cosmeceutical ...
• Effect of Social Media Marketing on Small Business Sustainability with Innovation Capability as mediator : A Case of Pakistan’s Green Manufacturing Industry 

  Sania Nisar, 01-222222-011 (Business Studies, 2024)

  This study investigates the effect of social media marketing on the sustainability of small businesses operating in Pakistan's green manufacturing sector, with innovation capability playing a pivotal role as a mediator. ...
• The Role of Influencer’s Credibility, Congruence, Content Quality, and Brand-Fit on Consumer’s Purchase Intention 

  Kainaat Ijaz, 01-321231-017 (Business Studies, 2024)

  In today's digital era, social media influencer marketing has become a powerful tool for brands to connect with consumers and drive purchase intentions. This research explores the role of influencer characteristics – ...
• Investigating the Influence of Social Media Marketing on Brand Loyalty of Consumer Buying Intentions with the Mediating Effect of Customer Satisfaction via the Fast-food Industry, Pakistan 

  Hafsa Ishtiaq, 01-321231-013 (Business Studies, 2024)

  This research aims to find out the impact of user-generated content on brand perception and purchase intention in digital marketing in Pakistan. The moderating role was analyzed in terms of consumer characteristics and ...
• Social Media Influencers or Celebrities : Role of Social Identification in Promoting Green Purchase Intentions 

  Momina Zafar, 01-222222-009 (Business Studies, 2024)

  This research examines the impact of endorser familiarity on green purchase intentions, exploring how different types of endorsers—celebrities and social media influencers—affect consumer behavior through the lenses of ...
• The Impact of User-Generated Content on Brand Perception and Purchase Intention : A Study of Digital Marketing in Pakistan’s Apparel Industry 

  Ayesha Saeed, 01-321231-007 (Business Studies, 2024)

  This research aims to find out the impact of user-generated content on brand perception and purchase intention in digital marketing in Pakistan. The moderating role was analyzed in terms of consumer characteristics and ...
• Building Trust and Security in a Digital Banking Environment: Customer Perceptions of Security Risks in Digital Banking and How Marketing Campaigns Can Address These Concerns and Promote Trust 

  Muzammal Abbas, 01-322222-021 (Business Studies, 2024)

  This research investigates the intricate interplay between digital security measures, customer perceptions of security risks, and the development of effective marketing campaigns within the digital banking sector in Islamabad ...
• Antecedents Of Employability In the Banking Sector 

  Habiba Qazi, 01-221231-016 (Business Studies, 2024)

  The idea of employability in the financial business is unpredictably affected by individual characteristics, corporate practices, and external factors. The powerful idea of employability is inspected in this proposition, ...

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