Sadaf Kashif

Iqra University | IQRA · Department of Management Sciences

The current research aimed to ascertain the impact of the in-store factors on the impulse purchasing behavior of Pakistani' footwear consumer'. Do the in-store factors, store environment, store promotions, friendly employees, hedonic motivation, good mood, and impulse buying tendency influence the consumers when they visit the store or not? The res...

COVID-19 has restricted a large population of the workforce to conventional work owing to mitigate the spread of the virus. This restriction resulted in the adaptation of remote work setting all around the globe. Work from home presents unique challenges especially to Pakistan being a developing country where online work requisites are not yet esta...

This paper aims to examine the impact of COVID-19 restrictions on the air quality of Lahore city of Pakistan for the period 26th February, 2020 to 31st August, 2020. The study employs asymmetrical Granger causality tests for analyzing the effects of COVID-19 cases and deaths on particulate matter (PM2.5) emissions in the city. The results show posi...

In recent years, the phenomenon of using smartphones for entertainment and leisure purposes has gained greater attention. Technology companies are exploring the new possibilities of this in the form of metaverse. However, research exploring the relationship between smartphones and leisure is a very recent phenomenon. Therefore, understanding the ro...

‘What we Foreign Direct Investors need is a level playing field.’ This was claimed by the Chief Executive Officer (CEO) of a multinational corporation (MNC) operating in Pakistan for more than 50 years, on two separate occasions during 2015-18. This idiom motivated the authors to understand business nuances associated with Pakistan’s economy no...

This article studied trust and opportunistic behavior in inter-organizational exchange relationships between tour operators and local services suppliers at a tourism destination in the comparative empirical contexts of Northern Norway and Gilgit Baltistan Pakistan. The collection of data from two contrasting cultures defines the primary significanc...

A very large majority of family-owned businesses struggle in the transition of management and ownership of the businesses from one generation to the next. Only 30 percent of businesses experience this as smooth sailing (e.g., Tabor & Vardaman, 2020).The objective of this qualitative exploratory study, driven by case study as a research design, is t...

This study analyses the effect of culture on the marketing communication through websites of four multinational fast-food companies operating in USA and in Malaysia. Additionally, how the design of a website gets affected by culture is also analyzed in this study. The content analysis procedure is applied in this research. The findings of the study...

The tourism literature reveals that the tradition of critical approaches toward the industry and its operations is underdeveloped compared with other industries such as energy and manufacturing. One of the indicators of this under-development is the relatively greater focus on making tourism sustainable, with limited reflection on the responsibilit...

Volatility in output growth remains a genuine concern around the globe because of its detrimental effects on growth, poverty and welfare. In the realm of output volatility, the role of FDI and its consistency is particularly important and worth considering. This article examines the role of FDI inflows and specifically the instability in it on outp...

This study aims to identify the importance of User Generated Content for businesses and provides insight into the relationship between the propensity of trust and a businesses reputation. This research involves a cross-sectional empirical study on 217 active Facebook users. Linear regression and moderation analysis is conducted using process macro...

This research is aimed to explore consumer misbehavior sentiments during a discounted sale event by using Twitter data. Consumers have been observed to be pushing each other and fighting over discounted products in the past, causing harm to employees and fellow consumers. Such incidences make it crucial to highlight the causes of consumer misbehavi...

The dawn of 4th industrial evolution (4.0) in emerging economies, has been a paradigm shift for data consumption in cement companies, where value input from marketing analytics is apparent but holistic understanding is lacking. The cement industry is facing problems in terms of utilising the benefit from marketing analytics reservoirs, at the organ...

This study aims to explore management's perspective for the use of social media in Pakistani universities through in-depth data analysis. Through the lens of qualitative research method, Grounded Theory (Glaserian Approach) has been applied to explore and interpret the management's perspective on the use of social media networks in Pakistani univer...

The research essay aims to understand investor's ability to forecast having the perception of status quo and monetary loss-aversion in the situation of amygdala damages and asymmetry during decisions regarding stock's investment and use of several techniques to make efficient investment decisions based on optimal forecasting. The objectives of this...

The research essay aims to understand investor's ability to forecast having the perception of status quo and monetary loss-aversion in the situation of amygdala damages and asymmetry during decisions regarding stock's investment and use of several techniques to make efficient investment decisions based on optimal forecasting. The objectives of this...

This study is conducted to find out the factors contributing towards Investment Inertia among Investors in Pakistan in spite of the fact that there is choice overload regarding different investment alternatives and choices. One of the primary reasons behind the financial Crisis has been the deregulation of the financial industry which permitted ban...