Many apparel brands in Pakistan have a presence on Facebook, social media brand communities, and consumers have social interactive engagement on social networking sites. Therefore, this study analyzes whether Facebook ...

Numerous researchers have focused on studying about the video streaming platforms and the role they play in affecting purchase intention of customers. However, there has been very limited research work performed in Pakistan ...

The paper aims to investigate the relationship amongst the marketing myopia which includes customer orientation, product orientation and competitor orientation with firm’s growth. The substantial impact of marketing myopia ...

This study analyzed the impact of social media marketing activities on brand loyalty of customer trough the mediating role of brand experience in Pakistan. Social media marketing activities which is our independent variables ...

This research is extending the technology acceptance model to examine the gap and investigate the social (peer communication), affective (enjoyment) and cognitive (compatibility) factors affecting attitude and intentions ...

The main aim of this study was to investigate the relationship between Social Media and Intention to Buy with the mediating role of Trust and Moderating role of Perceived Usefulness. The data was collected from 250 university ...

Understanding the buying behavior or the purchase intention of smartphones in is a very interesting research to Purchase Intention, given how everyone is dependent on a smartphone these days. We can hardly find anyone who ...

This study examines impact of Social media that is YouTube-based consumer-generated content (CGC) shape consumers’ CGC adoption and subsequently the purchase intention which is broadly stated as buying behavior of the ...

This study investigates the factors affecting brand loyalty in broadband industry of Pakistan. This study has considered trust, brand image, EWOM, service quality and customer satisfaction as independent variables. Whereas, ...

Objective and Background: Augmented reality is a promising, innovative and growing field that by addition of computer generated content enriches consumer’s perception of real. Prior researchers have tried to comprehend ...