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MBA (Marketing) BUIC: Recent submissions

Now showing items 121-140 of 298

Patient Misbehavior as a Determinant of Service Performance: A Moderated-Mediation Model in the Health Care Sector of Pakistan

Noreen Akhtar, 01-322211-013 (Business Studies BU E8-IC, 2022)

By utilizing the theory of equity, the main purpose of this research to observe the role of misbehavior of patients in influencing the service performance of healthcare staff members by identifying the impact of mediator ...
Examining Social Media Influence on Knowledge Sharing and Learning Performance: Evidence from Pakistan.

Fizza Hamayun, 01-220191-01 (Business Studies BU E8-IC, 2022)

The study aims to examine the influence of social media on knowledge sharing and learning performance in education sector of twin cities in Pakistan. The objective of the study was accomplished by distributing adopted ...
Effect of Brand Image on Service Industry and Relationships between Service Quality, Brand Image, Customer Satisfaction and Customer Loyalty

Mohammad Hamza Tahir, 01-321211-038 (Business Studies BU E8-IC, 2022)

For the economic development of any country; service industry has a significant role. With the changing dynamics of business environment and the rise in competition has resulted in increased pressures on the businesses to ...
The Impact of Digital Marketing on Purchase Intention and Consumer Buying Behavior in Apparel Industry in Pakistan

Ahmad Umair Choudhry, 01-222202-001 (Business Studies BU E8-IC, 2022)

Today companies fight for consumers' attention. Competition has compelled digital marketers to pursue innovative and effective methods to communicate with the market and gain customer attention. The study examined how the ...
Examining the Mediating Role of Electronic Word of Mouth (E-WOM): A Consumers’ Perspective on Social Media.

Yasir Mehmood, 01-221211-016 (Business Studies BU E8-IC, 2022)

The study examines the impact of incentive offering, perceived intrusiveness, perceived entertainment and electronic word of mouth e-WOM on buying behavior in the clothing sector of twin cities of Pakistan. The study has ...
The Effect of Subliminal Advertisement on Consumer Purchase Intention

Waqar Younus Qureshi, 01-221211-014 (Business Studies BU E8-IC, 2022)

The study was conducted to determine the role of a subliminal advertisement on consumer behaviour by taking ad perception as a mediating variable and the ethical considerations as a moderating variable. This depicted a ...
Impact of E-WOM (Consumer Reviews) on Purchase Intention: Moderating Role of Brand Image

Muhammad Hamza, 01-321211-012 (Business Studies BU E8-IC, 2022)

This study focused on examining the impact of Electronic Word of Mouth on Purchase Intention in case of renowned restaurants of Islamabad. Moderating role of brand image on the relationship between e-WOM and purchase ...
Brand Experience and Consumers’ Social Interactive Engagement with Instagram Accounts of the Brand: An Integrated-Marketing Perspective

Umair Rehman, 01-221211-021 (Business Studies BU E8-IC, 2022)

As consumers increasingly talk about brands online, brand marketers have turned to online platforms i.e., Instagram, a popular tool for interacting with customers and creating brand communities. Prior research has looked ...
The Influence of Celebrity Endorsement on the Purchasing Intention of Young Customers: A Pakistani Perspective (Study Conducted in Twin Cities of Islamabad/Rawalpindi)

Muhammad Mushood, 01-321211-014 (Business Studies BU E8-IC, 2022)

Celebrity endorsement is the phenomenon of marketing in which companies associate celebrities with their products and brand to become part of their company and make the customer recognize the product, good or service after ...
Effect of Digital Marketing on the Sales and Profitability of SMEs in Islamabad

John Joseph, 01-221211-004 (Business Studies BU E8-IC, 2022)

(SME) small and medium enterprises are non-subsidiary, independent firms which employ fewer than a given number of employees. This number varies around countries. The purpose of the study is to understand the influence of ...
The Effect of Digital Marketing on Profitability In Telecom Industry Of Pakistan

Aziz Fatima, 01-222202-004 (Business Studies BU E8-IC, 2022)

This research sought to investigate the influence of digital marketing on profitability of telecom industry in Pakistan as its general objective. The research applied a descriptive research design. Data collection was done ...
Factors Affecting Advertising Appeals and their Impact on Consumers’ Buying Behavior with a Mediating Role of Purchase Intention: Evidence from Beverage Industry of Pakistan

Saira Khurshid, 01-322202-013 (Business Studies BU E8-IC, 2022)

Advertising is considered an effective source of effective communication with customers. With different appeals used in ads, it is imperative to see if those appeals actually affect the consumers’ purchase intention and ...
Predictors of Patient Satisfaction in Private Hospitals of Pakistan

Ahmad Waheed Akhtar, 01-222202-20 (Business Studies BU E8-IC, 2022)

Objective: This study is conducted to investigate the relationship of patient satisfaction with service quality and eventallt with revisit intention of patient in private hospitals of Pakistan. Methodology: The research ...
Elements of Social Media Marketing of Jamil Sweets in Twin Cities

Zunaira Asad, 01-221211-018 (Business Studies BU E8-IC, 2022)

Marketing has been an effective method for conveying messages to a selected audience and connecting with them for the advertising or selling of a product or service since the 19th century. Marketers have made use of a ...
The impact of Content and Visual Creation on Brand Identity using Instagram Platform: Customer Engagement as a Mediator

Namra Waseem, 01-222202-013 (Business Studies BU E8-IC, 2022)

The new digital technology modes and trends are disrupting altering business operations. It is possible that traditional businesses and organizations will be compelled to close their doors if they fail to recognize the ...
How Millennials’ Consumer Intentions are Influenced By Social Media Marketing In Pakistan: Mediating Role of Perceived Value of Social Media Marketing

Amir Hamza, 01-321211-003 (Business Studies BU E8-IC, 2022)

This study investigates the influence of social media marketing on millennials’ consumer intentions with mediating effect of perceived value of social media marketing in Pakistan. This study has considered social media ...
Influence of Uncertainty and Anxiety on Panic Buying

Saad Ahmed, 01-321211-027 (Business Studies BU E8-IC, 2022)

The aim of this research is to investigate the relationship between uncertainty, anxiety, and panic buying in Pakistan. This study has considered uncertainty as independent variable, anxiety as mediator, and panic buying ...
Impact of Social Media Usage on Brand Consciousness in Gen Y

Sana Mehmood, 01-321211-032 (Business Studies BU E8-IC, 2022)

This study attempts to understand the impact of social media usage on brand consciousness. The sample selected for the study includes Gen Y (individuals falling within the age bracket of 25-40 years). A quantitative survey ...
Impact of Social Media Marketing and E-Wom on Purchase Intention Keeping Customer Trust as a Mediator: Evidence from Telecom Sector of Pakistan

Muhammad Hassan, 01-322202-006 (Business Studies BU E8-IC, 2022)

Due to the rapid advancements in digital innovations and technological evolution, the world today has witnessed a upsurge in digital adaptation by the masses and tech geeks alike. Advertising agencies and brand managers ...
Development of E-Loyalty Through the Impact Of E-Service Quality Dimensions in Pakistani E-Commerce Industry: A Post-Covid Analysis”

Ch Arsalan Arshad, 01-221211-019 (Business Studies BU E8-IC, 2022)

The purpose of this study is to assess electronic service quality (E-SQ) and its quality attributes in Pakistani e-commerce using a scale adopted from Khan et al., (2020). Moreover, the study also establishes a relationship ...

Now showing items 121-140 of 298

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