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. ...

This study explores the relationship between employee creativity in Pakistan's dynamic telecom industry and ecologically friendly Human Resource (HR) practices, specifically green training and development and green recruiting ...

Leadership behaviors are important factors that define the dynamics of an organization particularly in the rapidly growing fields such as the telecoms sector in Pakistan. This research focuses on how leadership theories ...

The integration of digital financial services has become increasingly significant in enhancing financial inclusion, particularly in developing countries. This study focuses on the mediating roles of digital consumer ...

This study investigates the role of diversity and equity in shaping employee behavior in the hospitality industry, with a focus on the moderating and mediating effects of psychological safety and effective HR practices. ...

The hotel industry in Pakistan has been intensely competitive, as service quality has a direct impact on a hotel's capability and success. To maintain service quality and guest satisfaction, as well as guest loyalty, ...

In recent years, the Pakistan banking sector has experienced rapid growth, underscoring the crucial role of employees. In today's dynamic environment, retaining employees has become a priority for organizations, as they ...

The purpose of this study was to examine the impact of green transformational leadership on employee green behaviour with mediating effect of green compensation and reward, environmental knowledge and moderating effect of ...

The primary objective of this research is to investigate and analyze the factors which influence Ad avoidance intention in skippable advertisement context. Marketers and businesses spent millions of budget on promoting ...

It is commonly known that the tourist industry makes a substantial contribution to economic growth by giving locals employment opportunities and a variety of income streams. Researchers have undoubtedly given this field a ...