• Pakistani Young Consumers Fashion Self-Congruity: How Religiosity and Spiritual Well-Being Affects 

  Muhammad Hammad Afridi, 01-221232-011 (Business Studies, 2025)

  This study explores how religiosity and spiritual well-being influence fashion self-congruity among young Pakistani consumers. Focusing on four dimensions—Religious Pre-occupation, Faith Conviction, Emotional Religious ...
• The Impact of Consumer Buying Decision-Making and Para-Social Interaction on Self-Brand Connection: Moderating Role of Consumer Neuroticism 

  Mehreen Aftab, 01-222232-033 (Business Studies, 2025)

  In the fast-paced digital world, the way people connect with brands has changed dramatically. Social media platforms, especially those featuring influencers, have become more than just advertising channels—they are emotional ...
• The Role of Online Engagement and Cultural Practices in Enhancing the Impact of Digital Marketing on Economic Performance 

  Aisha Mohammad Aqeel, 01-222232-002 (Business Studies, 2025)

  In the modern digital landscape, businesses increasingly rely on digital marketing to enhance operational performance and customer interaction. This study investigates how digital marketing influences economic performance, ...
• “Evaluating the impact of Social Media Marketing on Brand Reputation; Mediating Role of Brand Authenticity of Khaadi in Fashion Industry Pakistan 

  Iqra Arshad, 01-222232-008 (Business Studies, 2025)

  In today’s rapidly evolving digital landscape, social media marketing (SMM) has emerged as a critical tool for influencing consumer perceptions and shaping brand reputation (BR). This study focuses on the impact of SMM on ...
• Measuring Social Media Marketing Platforms on Brand Building Strategies in Fashion Industry 

  Iqra Shafaqat, 01-222232-009 (Business Studies, 2025)

  The current study investigates the influence of social media marketing platforms strategies on brand recognition and brand loyalty, with a particular emphasis on platforms such as Facebook, Instagram and TikTok, it aims ...
• Exploring the Impact of personalization Advertisement on Customer Satisfaction: The mediating roles of Brand Experience, Perceived Value, Perceived Quality and Brand Awareness 

  Zain Ul Abedin, 01-321241-016 (Business Studies, 2025)

  In the digital age, personalized advertising has emerged as a pivotal strategy in enhancing customer engagement and satisfaction. This study explores the impact of personalized advertisements on customer satisfaction within ...
• Impact of Ethical Violations in Food-Related TV Commercials on Consumer Trust in Punjab: The Mediating Roles of Perceived Ethical Inconsistencies and Cognitive Dissonance 

  Muhammad Ahmad Usman, 01-321241-008 (Business Studies, 2025)

  The purpose of this study is to examine the violation of ethics in food commercials and how they affect the consumer’s trust within the bounds of the Punjab province of Pakistan with special consideration to the mediating ...
• Investigating User Acceptance of Digital Healthcare Services in Pakistan: A Framework Based on UTAUT-3 and Perceived Risk Theory 

  Ammara Ayub, 01-322232-004 (Business Studies, 2025)

  This study examined the behavioral determinants influencing digital healthcare adoption in Pakistan by integrating the Unified Theory of Acceptance and Use of Technology (UTAUT-3) with Perceived Risk Theory. Data were ...
• The Adoption of Effective Marketing Communication Strategies in Family-Owned Small Businesses 

  Amna Faran, 01-221241-002 (Business Studies, 2025)

  In Pakistan and many other countries, Family-owned small businesses (FOSBs) help support the economy by providing jobs, encouraging new ideas, and holding close ties with their communities. In the past, these companies ...
• The Impact of Social Media Advertising Fatigue on Consumer's Purchase Decision 

  Muhammad Anosha Waleed, 01-222232-015 (Business Studies, 2025)

  The primary objective of this study was to examine the impact of advertising fatigue specifically the dimensions of Repetitiveness of Ads (ROI), Intrusiveness of Ads (IOA), and Annoyance/Irritation (A) on consumer Purchase ...
• Personalized Marketing and its Impact on Sustainable Consumer Behavior 

  Usama Anjum, 01-222232-027 (Business Studies, 2025)

  A growing number of environmental issues, such as climate change and water scarcity, have drawn attention to the urgent need for sustainable consumer behavior, resource scarcity, and pollution. With sectors like fast-moving ...
• The Impact of Ad Appeal on Purchase Intent: The Moderating Role of Temporal Construal 

  Aneeza Zainab, 01-322232-038 (Business Studies, 2025)

  This study investigates the interactive effects of advertising appeal types, emotional versus rational and consumers’ temporal construal levels (high versus low) on the consumer’s purchase intent. Perceived authenticity ...
• Impact of Green Brand Image, Green Satisfaction, Green Trust on Brand Equity with Mediating Role of Green Word of Mouth (A study of Clothing Fashion Brands) 

  Sami Mustafa, 01-321241-014 (Business Studies, 2025)

  This study investigates the Impact of Green Brand Image, Green Satisfaction, Green Trust on Brand Equity with Mediating Role of Green Word of Mouth (A study of Clothing Fashion Brands). Due to the increasing demand for ...
• Investigate the Impact of Emotional Loneliness on Brand Loyalty: Exploring the Mediating Roles of Nostalgia, Materialism, Self-Brand Connection, Brand Anthropomorphism, and Self-Gifting 

  Muhammad Fahad Rafeeq, 01-222232-017 (Business Studies, 2025)

  This study investigates the impact of emotional loneliness on brand loyalty, addressing a notable gap in the branding and consumer psychology literature. While brand loyalty has been widely explored in rational and behavioral ...
• Evaluating the Role of Micro-Influencers in Social Media Crisis Management: A Case Study of the Local Fast-Food Industry in Islamabad, Pakistan 

  Iiman Maeen, 01-222232-032 (Business Studies, 2025)

  This research study examines the role of micro-influencers in shaping consumer trust during crises in Islamabad’s fast-food industry, with the main focus on the mediating effect of perceived credibility. With time, as ...
• The Influence of Social Media Advertising on Buying Behavior Towards Luxury Fashion Brands: A study of Pakistani Millennials and generation Z 

  Adeeba Sarwar, 01-321241-002 (Business Studies, 2025)

  This study explores the influence of content marketing, influencer marketing, and viral marketing on consumer buying behavior toward luxury fashion brands, with a particular focus on the moderating role of brand image. ...
• Social Media Marketing Platform(Wechat)’s Impact on Consumers Buying Behavior in E-commerce: Customer Engagement as a Moderator 

  Ma Guiming, 01-322232-012 (Business Studies, 2025)

  This study aims to analyze the effect of Social Media Marketing Platform(SMMP) on the buying behavior of consumers in E-commerce, using the WeChat as the platform for the SMMP, and customer engagement as the moderating ...
• Factors Influencing User's Reuse Intention of AI Chatbots 

  Rimsha Saleem, 01-321232-039 (Business Studies, 2024)

  The key objective of this study is to examine the factors influencing user’s reuse intention of AI chatbots, emphasizing both functional (ease of use, personalization, accuracy, relevance) and emotional (anthropomorphism, ...
• The Impact of Eco-Tourism Strategies on Firm’s Sales Performance 

  Aqsa Khan, 01-321232-063 (Business Studies, 2024)

  Eco-tourism has emerged as a transformative approach to achieving environmental conservation and sustainable economic growth in the tourism sector. As global travelers increasingly prioritize sustainability in their choices, ...
• Impact of Social Media Influencers on Consumer Purchase Intention: A Study on the Cosmetic Products Industry of Islamabad 

  Zainab Ilyas, 01-321222-030 (Business Studies, 2024)

  The main proposition of this research questions the effect of social media influencers credibility – trustworthiness, expertise and attractiveness towards the purchase intention of consumers within the cosmetic industry ...

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