Muddasar Ghani Khwaja

• PhD Marketing
• Associate Professor at Keele University

The study focuses on the canvas of online information transmission that has expanded exponentially. Especially due to social media networks, consumers have been exposed to significant amounts of disinformation, misinformation and actual information. Electronic word-of-mouth (eWOM) on social media networks has been facilitating swift information spr...

Due to the rapid expansion of perceived e-shopping risks, and highly isolated and inconsistent presentation of literature about this concept, understanding e-shopper's behavior has become more difficult. In this regard, this study brings together different views, evidences and facts about perceived e-shopping risks from both scholars and practition...

This study develops a test model that can conceptually contribute to the formation of a green brand image for the hospitality market. A conceptual model highlighting the mediating role of green brand image based on two antecedent constructs (consumer’s perceived functional and emotional benefits of green hotels) and four outcome constructs (green b...

Purpose This empirical study is built upon emerging research on ethical fading by investigating the influence of perceived scarcity on ethical fading in the workplace. Drawing on social cognitive theory, the study develops and tests a moderated and sequential mediated model to understand the process through which perceived scarcity triggers disposi...

Customer brand engagement has been acknowledged as a significant stimulus of determining brand loyalty. Especially in the hospitality industry, the association of tourists is significant when optimal services are provided in branded hotels. The purpose of this research is to sequentially test the relationship between brand interactivity, brand invo...

Purpose This study aims to investigate the influence of requirement engineering (RE) on project performance (PP) in the context of NEOM* in Saudi Arabia. The study also aims to examine the relationship between three components of RE, evolving market needs (ECN), market changes (MC) and technological advancements (TA), on PP, through the mediating i...

Workplace stress has been characterised as a global occupational phenomenon that causes adverse organisational outcomes; including serious employee’s illnesses and phenomenal productivity loss per annum. Human resource management (HRM) has always thrived to induce predefined work practices that support employee wellbeing in the organisations. The p...

This study aims to assess how the performance of Change Control Boards (CCBs) influences the relationship between requirements uncertainty and the Time to Market (TTM) of software projects in emerging markets. We collected data through a structured questionnaire, conducting surveys in project-based IT organizations across various cities in Pakistan...

Consumer engagement dimensions consist of cognitive, affective and behavioral engagement. These dimensions can trigger consumer buying decisions. In the current study, we aim to investigate the cognitive, affective and behavioral engagement in the tourism destination-related images on social network sites (SNSs), for example, destination images in...

Abstract Purpose The purpose of this study is to examine the relationships between market mavenism, tourists’ cocreation experience, loyalty and the mediating role of travel incentives in the post-COVID-19 tourism environment in the context of vaxication intentions in Turkey. Design/methodology/approach This study used covariance-based structural...

Purpose Business processing organizations are continuously focusing on customer knowledge management (CKM) due to the competitive business environment. CKM is being recognized as an essential source for improving organizational performance (OP). This study focuses on understanding CKM and its impact on OP. It also explores the moderating role of bi...

Chinese universities were the first to experience the massive shock waves of the COVID-19 pandemic that disrupted higher education globally. Despite extensive research on higher education in the 'new normal', empirical evidence on the potential role of online experiential marketing and university brand evangelism is still little to none. To address...

In this study, we aim to study the factors that affect the perceived value of images carrying the details of tourist locations posted on social networking sites (SNSs) and its effect on customer brand engagement in tourist locations. To empirically test the study model, we collected the data from 155 respondents and 130 were valid for further analy...

Purpose The purpose of current study was to investigate the impact of supervisor support on Knowledge Sharing Behavior through psychological well-being, psychological ownership, and Alturism. The study also took mindfulness as first path moderator in the relation to supervisor support and psychological well-being, and psychological ownership. Desi...

“Leaving the place behind, better than before” is the regenerative state-of-mind approach to reset, rethink and move forward, beyond sustainable tourism. Despite growing global attention, empirical evidence supporting tourism developments through regenerative travel remains extremely rare. Moreover, rampant incidents of travel-shaming across touris...

Purpose Occupational stress is damaging to employee well-being, causes serious illnesses and costs organizations billions of dollars every year. Mutual gains model of human resource management (HRM) recommends that HRM practices should improve both employee well-being and performance. Offshore business processing organizations (BPO) are renowned to...

Workplace stress can cause serious physical and mental illness and result in billions of dollars in lost productivity every year. Researchers have called for the development of frameworks through which Human Resource Management (HRM) practices can reduce employee stress. Building on HRM attribution theory, this study builds a framework based on ben...

Numerous studies have linked various leadership styles with project success; however, the role of project leaders' self-efficacy and project opportunity management has been rarely studied. The present study examines the effects of project leaders' self-efficacy on multidimensional project success through project opportunity management. Drawing on d...

Although social media-based brand equity has become a vital area of interest for brand managers, insights into its destination-based dynamics and applications remain scarce, specifically in the destination brand context. To address this gap, we develop and test a theoretical model to investigate the role of destination marketing organization-genera...

Stress causes serious illnesses and damages employee well-being. The mutual gains human resource management (HRM) framework places HRM practices as the custodian of employee well-being in an organisation. This study presents a mutual gains HRM framework which has three components. First, employees can perceive that their organisation enacts HRM pra...

Purpose: Failures in both followership and leadership become inevitable as mega construction projects are directed and controlled by toxic leaders. Consequently, team member's desire for knowledge hoarding silence is triggered and goal alignment between the leader and team members suddenly fades away to realize success in mega projects. Considering...

The rebirth of global tourism with a massive rebound is anticipated due to an emerging touristic behavior coined as vaxication (i.e., post-vaccination travel). Despite the ongoing fatigue triggered by the COVID-19 pandemic, travelers’ fear of missing out (FOMO), and destination crisis marketing (DCM) can further accelerate travelers’ momentum towar...

Digital influencers have evolved the thinking and buying patterns of consumers on the social media platforms. The unorthodox approach of attracting the masses has considerably increased online purchase intentions. Especially during the global pandemic COVID-19, consumer’s high inclination towards online buying has been regarded as a natural phenome...

Vaxication (i.e., post-vaccination travel) and branding destinations for COVID-19 safety have emerged as the cornerstones to fully rebound global tourism. Numerous destination brands are now stimulating tourism demand through realigned travel incentives specifically for fully vaccinated travelers. However, there is growing fear and incidents of tra...

Globally, demands for sustainable strategies in the ICT industry have attracted greater momentum as high-tech projects continue to fail in large numbers. Recent studies have underpinned project resilience as a major factor for overcoming these increasing project failures, delays, or termination. However, the complex behaviors of resilient project l...

State-owned mega construction projects are greatly driven by the top-down authoritarian leadership that ironically restricts two-way communication and free flow of ideas. Prominent studies have highlighted various critical success factors of project success; however, the effects of authoritarian leadership and project team member’s silence have bee...

To date, there is no such scale that may precisely measure mores of the customer base for the ecotourism industry. Therefore, a thematic analysis of literature has been conducted by examining various good quality research works on intrinsic characteristics eliciting pro-environmental actions. Based upon the thematic analysis, a new scale of measure...

Digital influencers have evolved the thinking and buying patterns of consumers on the social media platforms. The unorthodox approach of attracting the masses has considerably increased online purchase intentions. Especially during the global pandemic COVID-19, consumer’s high inclination towards online buying has been regarded as a natural phenome...

Digital platforms have made Generation Z able to listen to the story from both sides, i.e., the brand's promotional messages, and the consumers' experiences. To capture an audience's attention on endless entertainment and informational platforms, narrative advertisement is deployed to trigger emotions and feelings. As digital communities continue t...

Electronic word-of-mouth (eWOM) is reckoned to be one of the underlying factors that augments online retailing. The information adoption protocols have been revamped due to the extensive online information; consequently, adding a significant influence on the online purchase behaviors. Consumer review websites, shopping platforms, blogs and discussi...

The role of quality management in the organizational spheres cannot be sidelined as it streamlines functional protocols of the firm. Multinational corporations specifically ensure eradication of shortcomings in terms of product quality and service. Specifically, multinational beverages companies in the Pakistani market are continuously striving to...

This study aims to contribute to the development of an extended theory of planned behavior to understand the indicators of consumer behavior. A conceptual framework highlighting four study constructs (i.e., personal norms, intention towards green hotels, environmental consciousness, and green consumer behavior) was tested using 394 general Malaysia...

With the amplification in online retailing, electronic word-of-mouth (eWOM) is reckoned to be one of the most influential factors in consumers online purchase behaviours. Prior studies have emphasized on determining the effects of eWOM using discussion forums, shopping websites, consumer review websites and blogs as the platforms; but the current s...

Today, an increasing number of purchase decisions depend upon the social media referrals. Therefore, social media communication is becoming an important necessity for the organizations to stay competitive. The promotion of electronic word of mouth (eWOM) through social media is still a challenging task for the organizations in Pakistan, due to the...

The term depreciation refers to an estimate made in accordance to depreciation policies of the firms that also provides companies with tax shelter benefits (most commonly income taxes) and positive changes in investment opportunities. However, with the passage of time, provisions on depreciation relating to income taxes have been liberalized as an...

To investigate the green hotel's visitors' decision-making process, this study provides a fresh insight into existing knowledge related to Pakistani consumer's beliefs regarding green practices, attitudes towards green behaviours, overall image, and behavioural intentions. Using structural equation modelling technique on the data received from 372...

To investigate the green hotel’s visitors’ decision-making process, this study provides a fresh insight into existing knowledge related to Pakistani consumer’s beliefs regarding green practices, attitude toward green behavior, overall image, and behavioral intentions. Using Structural Equaltion Modelling (SEM) on a sample size of 372 Pakistan...

Assets pricing is one of the most debated domains of finance as pricing of securities plays an important role in the investment strategies of stock market players. This study tests the applicability of the Fama and French (2015) five factor model in the Pakistani stock market to explain the time series variation in excess portfolio returns. For por...

Social presence on the online forums is one of the most anticipated notions in the current era. The social commerce endeavours are on the rise over the years and it remains important to understand that how social commerce has been tilting the paradigms in the buying and selling mechanisms. The online retailing sector in the emerging market is on th...

The scope of the current study was to investigate the impact of flexible HRM Practices on the employee retention with mediating role of employee creativity and psychological empowerment. The unit of analysis for the study is nursing staff employed in different government and private hospitals of Pakistan. Total response rate of the data collection...

Electronic word of mouth (eWOM) is making a colossal role on the social media platforms and it is anticipated that purchase intentions of the masses are revamping due to it. The study investigated the dimensional effects of electronic word of mouth (eWOM) on the dimensions of Technology Acceptance Model (TAM) and Purchase Intentions. The informatio...

Quality management practices are deemed to instigate affirmative effects on the operational endeavors of the organization. Prior researches have indicated that its impact factor determination on Organizational performance, including Enterprise Resource Planning and Customer satisfaction must be determined. The causality of Quality Management wit...

Organizational politics is one of the important issues arising at workplace. Individuals who are involved in office politics not only consume time and resource in order to gain their own benefits at the cost of company or organization's interests, but also cause an ample amount of hindrance for other employees in form of disturbing their routine wo...