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MBA (Marketing) BUIC: Recent submissions

Now showing items 121-140 of 307

Consumer’s Purchase Intentions Towards Imported Vehicles in Pakistan

Usman Ahmad, 01-322211-017 (Business Studies BU E8-IC, 2022)

The automobile industry has been successful in incorporating technology and innovation. This industry is considered a great contributor to the country’s gross domestic product. The production of cars has been increasing ...
The Effect of Influencer Vs Celebrity Marketing On Consumer Purchase Intention of Pakistan: Product Endorser Fit as a Moderator

Misbah Riaz Qureshi, 01-321212-030 (Business Studies BU E8-IC, 2022)

This study aims to investigate the effect of influencer and celebrity marketing on consumer purchase intention in Pakistan, with product endorser fit as a moderator and credibility as a mediator, respectively. The use of ...
Impact of Mass Media on Awareness, Attitude and Behavior of Public During Covid-19 Pandemic in Pakistan

Abdur Raffay Zaheer, 01-321212-001 (Business Studies BU E8-IC, 2022)

This study aimed to identify the impact that mass media has on awareness, attitude, and behavior of general public during COVID-19 pandemic in Pakistan. Present research has used mass mediaas independent variable. On the ...
Role of Social Media and Green Marketing Towards Purchase Behavior of Green Fashion Brands Among Millennials in Pakistan

Zuhair Azhar, 01-221212-039 (Business Studies BU E8-IC, 2022)

The research Role of Social Media and Green Marketing towards Purchase Behavior of Green Fashion brands among Millennials in Pakistan, aims to examine how green purchase intention affects green purchase behavior. The study ...
Impact of Post Covid-19 Social Media Marketing Activities on Customer-Brand relationship with Mediating Role of E-Brand Experience. A Case of Twin Cities of Pakistan.

Shanza Noreen, 01-222211-010 (Business Studies BU E8-IC, 2022)

This study investigates the impact of Post COVID-9 Social media marketing activities like trendiness, active presence, and eWOM (electronic word of mouth) on the customer-brand relationship with the mediating effect of ...
The Impact of Social Media Marketing on Customer Purchase Intention with Moderating Role of Gender: A case of Twin Cities of Pakistan

Tehreem Fatima, 01-321212-054 (Business Studies BU E8-IC, 2022)

The purpose of the study is to find the “The Impact of Social Media Marketing on Customers Purchase Intention with Moderating Role of Gender”. Thusly, this part on strategy is given to see design, research purpose, ...
Impact of Social Media at Work-place on Employee’s Performance with Moderating role of Employee Stress, in Telecom sector of Pakistan

Mehrin Jannat, 01-221212-016 (Business Studies BU E8-IC, 2022)

Current research work is done by aiming at investigating all negative consequences of using different tools and software which are related to the usage of social media at work on the performance of employees in the context ...
The Effect of Talent Engagement on Job Satisfaction in It Industry of Twin Cities of Pakistan: The Mediating Mechanism of Affective Commitment

Bahjat Noor, 01-321212-010 (Business Studies BU E8-IC, 2022)

The study focuses on the direct relationship of job satisfaction indirect association through affective commitment. Top management and HR practitioners can recognize the importance of retention in Information Technology ...
Impact of Green Recruitment on Voluntary Workplace Green Behavior through Mediating Role of Green Supporting Climate in an Educational Sector of Pakistan

Kaiynat Mughal, 01-221212-012 (Business Studies BU E8-IC, 2022)

The role of green recruitment on voluntary workplace green behavior context has received insufficient empirical and theoretical attention. The focus of this study is to examine the impact of green recruitment on voluntary ...
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 ...

Now showing items 121-140 of 307

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