• Impact of Gamification of Mobile Banking Application on Customer Engagement 

  Muhammad Shah Mir, 01-321232- 027 (Business Studies, 2024)

  The following study analyses the effects of gamification in mobile banking applications about the factors of Usage Frequency, Features Effectiveness, Facilitating Conditions, and Social Influence. Furthermore, the understanding ...
• Green Marketing in the Oil and Gas Industry: Sustainability Challenges for Oil and Gas Companies in Pakistan 

  Amna Adam, 01-322231-002 (Business Studies, 2024)

  The research focuses on the role of green marketing in sustainability and examines the situation in the oil and gas industry in Pakistan, which currently faces enormous environmental problems. Grounded in the Resource-Based ...
• The Role of Social Media in Shaping Consumer Purchase Intentions Towards Boycotted Food and Beverage Franchises 

  Maria Imtiaz, 01-322231-011 (Business Studies, 2024)

  This research explores the role of social media in shaping consumer purchase intentions toward boycotted food and beverage franchises, focusing on four critical factors: source of updates, recommendations, ease of access ...
• Customer Engagement and Purchase Intention: The Mediating Role of AI-Driven Personalization and the Moderating Effect of Privacy Concerns in E-commerce 

  Syed Muhammad Baqar Ali Shah, 01-321232-044 (Business Studies, 2024)

  The growth of e-commerce in Pakistan presents both opportunities and challenges for enhancing consumer experiences and driving purchase intentions. This thesis explores the relationships among Customer Engagement (CE), ...
• Impact of CRM Components on Firm Performance in Pakistan Telecom Sector 

  Uneeza Adeel Kayani, 01-322231-022 (Business Studies, 2024)

  The present research examines the relationship between the elements of CRM which comprise Customer Orientation, Technology Orientation, Information Orientation, Customer Knowledge, and Customer Engagement with Firm ...
• Adoption of Digital Financial Services in Pakistan : A UTAUT3 Perspective 

  Sardar Muhammad Adil, 01-322232-028 (Business Studies, 2024)

  This study investigates the factors affecting consumer behavior regarding the use and adoption of digital financial services in Pakistan. It encompasses fintechs, financial institutions that operate digitally, and the ...
• The Impact of Open Innovation on Entrepreneurial Activities: Empirical Evidence from Tech Emerging Markets 

  Hamna Arooj, 01-322231-003 (Business Studies, 2024)

  This paper examines the impact of the Open Innovation with factors External Technology Acquisition, External Technology Exploration, and Social Media Technology Scouting on Entrepreneurial Activities in the tech-emerging ...
• Social Media Influencers: Evaluating Their Effectiveness in Brand Marketing 

  Ayesha Zia, 01-221222-040 (Business Studies, 2024)

  Influencer marketing has emerged as a dominant force in today’s ever-changing marketing landscape.Social media influencers have arisen as essential players in modern brand marketing. By the rapid growth of digital media, ...
• Role of Social Media in Promoting Women Entrepreneurship in Twin Cities 

  Inzamam Ul Haq, 01-221231-005 (Business Studies, 2024)

  This study offers an in-depth examination of both established and emerging women entrepreneurs in the twin cities of Pakistan. It delves into the reasons why women venture into entrepreneurship, the challenges they face ...
• Are Expensive Decisions Impulsive? Young Adults Impulsive Housing and Real Estate Buying Behaviour in Pakistan 

  Wahaj Aziz, 01-221232-019 (Business Studies, 2024)

  In this study the factors determining young adults’ impulsive buying behaviour of housing and real estate in Rawalpindi and Islamabad are studied; the factors studied are website quality, social media impact and materialism. ...
• The Impact of Social Media Marketing on Brand Image: An Empirical Approach towards the Clothing Industry 

  Rubab Ameer, 01-322231-028 (Business Studies, 2024)

  This study explores the impact of social media marketing activities on brand image within the clothing industry, focusing on key factors such as Trendiness, Entertainment, Interaction, Customization, and Electronic ...
• Do We Love Celebrity Endorsers? The Joint Impacts of Consumers’ Need for Status, Celebrity’s Star Power and Image Congruence on Celebrity Endorsement Effectiveness 

  Sheikh Muhammad Hamza Naeem, 01-221232-017 (Business Studies, 2024)

  This study aims to elucidate the complex relationship among consumers' psychological motives, celebrity endorsements, and brand perception, thereby enhancing the understanding of the factors that influence the effectiveness ...
• The Impact of Disgust, Contempt and Anger on Brand Switching: Mediating Role of Brand Hate 

  Muhammad Ammar, 01-321222-050 (Business Studies, 2024)

  This study examines the influence of disgust, contempt, and anger on brand switching, emphasizing the mediating role of brand hate. Negative emotions stemming from unfavorable brand experiences are explored to understand ...
• Impact of Advertising, Electronic Word of Mouth and Brand Awareness on Purchase Intention in Pakistan 

  Maryam Jamshed, 01-222231-009 (Business Studies, 2024)

  The research study was conducted on the purpose to investigate the impact of Advertising, Electronic Word of Mouth (EWOM) and Brand Awareness on Purchase Intention in Pakistan. To understand how these factors influence ...
• The Impact of Instagram Reels on Consumer Purchase Intention: Mediation Role of Influencer Traits 

  Usama Shahid, 01-321231-053 (Business Studies, 2024)

  This study discusses the impact of Instagram Reels on consumers' purchase intentions in the food industry, paying particular attention to the mediating role of influence traits such as credibility and attractiveness, using ...
• 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, ...

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