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 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 ...

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 ...

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 ...

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. ...

In this day and age, mobile banking is the standard for managing finances for most people across the world. It is a faster and more convenient way than any existing banking alternative however a country like ours still ...

This project explores a comprehensive strategic marketing framework for Alapala Group, a globally renowned milling machinery manufacturer, aiming to strengthen its footprint in the highly competitive Pakistani flour milling ...

This research work investigated the role of social comparison, appearance related racism in predicting compensatory appearance management behaviors in university students. A sample of 300 students (114 males and 182 females) ...