Syed Hasnain Alam

• Doctor of Philosophy
• Shaheed Zulfiqar Ali Bhutto Institute of Science and Technology

This study investigates the incorporation of cryptocurrencies as portfolio investment assets in Pakistan, analyzing both the opportunities and challenges within a developing economy context. The research is grounded in Modern Portfolio Theory (MPT) and Behavioral Finance Theory (BFT), aiming to understand how regulatory environment, technological i...

A research examines how digital banking perception components shaped by ease of use and usefulness and credibility dynamics shape corporate customer satisfaction alongside loyalty before leading to bank financial growth. The study fills existing gaps about how digital service quality affects financial performance results in corporate clients by stu...

This study examines the key determinants influencing Online Consumer Purchasing Decision (OCPD) using a Partial Least Squares Structural Equation Modeling (PLS-SEM) approach. The research focuses on critical factors such as Ease of Use (EU), Price (P), Trust (T), Information Quality (IQ), Brand Image (BI), Promotion (Pr), and Security (S), analyzin...

Background: The growing demand for functional foods such as fortified powdered milk in emerging economies presents a significant opportunity to understand the psychological and branding factors influencing consumer behavior. However, empirical models explaining the intention-behavior gap in such health-focused dairy products remain limited, particu...

Understanding how psychological and relational forces make decisions sustainable has now become more vital in the emerging ethical consumerism. Specifically, drawing what are termed bonding tactics, as well as trust, customer attitude, sustainable lifestyle and prosocial outcomes, in addition to decision paralysis as a cognitive moderator. This stu...

The integration of artificial intelligence (AI) has enhanced banking operations by providing improved customer service, security, and efficiency. For data privacy and security, Banks must implement robust data security measures to gain customer trust as well as comply with regulatory requirements. Therefore, this study examined whether AI-based sec...

The research examines how health-related challenges and information disclosure practices influence brand loyalty in the FMCG industry in Karachi, Pakistan, focusing on brand perception, trust, and cultural factors. The study employs cultural dimensions theory, signaling theory, and the brand equity model to explore the complex relationships between...

In order to investigate the influence of the factors on the acceptance and usage of the social media based digital detox Apps, the study considers the moderating factors of the personality traits in the digital landscape of Pakistan. In view of the growing digital addiction (particularly among the youth), this research fills a gap in understanding...

This study investigates how ethical leadership and organizational leadership impact firm performance through the mediating role of Corporate Social Responsibility (CSR) within the context of developing economies. The motivation stems from the increasing demand for socially responsible business practices and the theoretical gap in understanding how...

Foreign Direct investment plays a vital role in economy’s growth, especially in developing countries. It helps in growing industrial sector, healthcare, education and creates employment. The goal of any country is to attract FDIs; to do so, law and policymakers reframe their tax policies, grants tax incentives and exemptions in taxable components....

This study aims to investigate how marketing communication and brand identity lead the consumers made the purchase decisions, especially on emerging markets. Despite previous literature’s recognition of the influence of branding and messaging on consumer behaviour, other empirical studies have not examined how branding and messaging jointly affect...

This study examines the impact of User-Generated Content (UGC) Engagement on Brand Loyalty (BL) and Customer Satisfaction (CS) in the Pakistani business sector. The research further explores the mediating role of Customer Satisfaction in the relationship between UGC Engagement and Brand Loyalty and the moderating effect of Perceived Online Familiar...

This study investigates the role of Digital Marketing Capabilities (DMC) as a strategic enabler of Business Performance (BP) in startups and small businesses, particularly within the emerging market context of Pakistan. Previous literature has shown the value of digital adoption but does not fully explain how Customer Relation Orientation (CRO), Te...

This research paper investigates how banking sector generates its income on which factor revenue and profitability of banking sector depends. And it also investigates the income streams fund income, fee income, & revenue generates from interest income and its impact on bank’s performance. The results of study suggest bank’s profitability and its co...

In today's world, people view companies as more than profit-driven organizations; there is an expectation from businesses to promote sustainable practices and improve the well-being of society. As a result, FMCG companies are rapidly embracing green branding initiatives to market environmentally sustainable products and encourage environmentally fr...

This study investigates the combined impact of e-service quality, trust, and social media engagement on consumer satisfaction and loyalty within the context of Pakistan’s SME e-commerce sector. With the rapid digital transformation and growing importance of online shopping, this research addresses critical gaps in understanding how digital service...

Using Social Cognitive Theory (SCT) as the base this research evaluates the elements affecting the digital adoption. The analysis evaluates the effects of self-efficacy, social influence, perceived trust, perceived risk together with facilitating conditions on the behavioral intention of online pharmacy adoption. The study evaluates how observation...

This study investigates the behavioral intention to adopt e-wallets via short-form video shopping platforms (SFVSPs), with a particular focus on Generation Z and Millennials in Pakistan. With the surge in mobile commerce and livestream shopping, the integration of digital payment systems like e-wallets is reshaping consumer experiences. This resear...

This study investigates the impact of financial literacy parameters financial attitude, awareness, skills, experience, and capability on investment decisions in the securities market of Pakistan. While past research has often focused on individual financial factors, this study integrates multiple dimensions to address the growing need for comprehen...

AI has evolved at a breakneck pace, enabling a paradigm shift in digital marketing, where customer engagement has taken a new turn, and brands are reaching out to consumers in ways never before possible sharing a unique experience. This personalized engagement boosts brand favorability and loyalty through AI marketing solutions, such as personalize...

A study is conducted which investigates the ways in which brand authenticity and currency collectively impact customer experience, as well as ultimately impacts brand perception; with trustworthiness and attractiveness as mediators. The objective of this research is to meet the need of a model which encompass the complexity of the brand experience...

This study investigates how brand experience contributes to brand loyalty through the mediating roles of brand trust and brand association, with the moderating effects of word-of-mouth (WOM) and brand credibility. The purpose was to explore consumer behavioral patterns in emerging sectors like e-commerce and herbal wellness, where emotional and soc...

This study intended to examine the impact of account management practices on client satisfaction within branding and marketing agencies in Karachi. This study uses a mono-method quantitative approach, whereas non-probability purposive sampling was used to identify research participants. The study has collected 242 responses for the analysis. The ac...

The research analyzes how emerging firms experience brand attitude and purchase intention changes from using multi-channel digital marketing approaches SEO and SMM and CM and EM. The literature gap regarding digital marketing receives comprehensive study through assessing these approaches for their combined effect on purchase choice which relies on...

This evaluation investigates the critical components affecting customer buying choices directed at online stores partially dedicated to international markets which operate on cross-border e-commerce platforms. Regional websites operated by retailers create establishment problems regarding trust and credibility because consumers maintain unfamiliari...

This study investigates the influence of influencer follower equity on consumer behavior within the context of social media marketing. Building upon theories of congruence and attitude formation, the research addresses a key gap in understanding how emotional equity between influencers and their followers translates into behavioral intentions, spec...

In this study, it is attempted to study how the interest rates have influence on key real estate market variables, including mortgage rates, leasing demand, house prices and arbitrage opportunities in Pakistan. The dataset used for the research is from 2014 to 2023 and the research employs a Simple Linear Regression (SLR) Model using SPSS software....

The rising demand for organic food in Pakistan is impeded by high nominal pricing, limiting market penetration among price-sensitive consumers. This study investigates the impact of nominal price and customer loyalty on sales growth and customer purchase intention, using Karachi as a focal urban center. Drawing on Pavlov’s Classical Conditioning an...

This study explores consumer behavior in Pakistan’s anti-dandruff shampoo market, focusing on system quality, service quality, and content quality as key determinants of customer satisfaction. The research examines how these factors influence brand advocacy and repurchase intention, offering insights into consumer loyalty in the fast-moving consume...

The objective of this study is to examine the mediating role of customer satisfaction between product quality, brand image, and online shopping experience in influencing customer loyalty in e-commerce sector. Primary data was collected from 383 online consumers during the first quarter of 2024. A cross-sectional survey was conducted using a structu...

The adoption of Islamic Mobile Banking (IMB) services remains a challenge in Pakistan, despite the increasing global growth of Islamic banking. Shariah compliance, security concerns, and trust issues significantly impact the acceptance of IMB services. This study integrates the Unified Theory of Acceptance and Use of Technology (UTAUT) with Islamic...

Despite digital payment solutions' growing popularity, rural Pakistani cities have yet to embrace e-wallets. This research uses an enhanced Technology Acceptance Model (TAM) and Unified Theory of Acceptance and Use of Technology (UTAUT) framework to evaluate customer buying intention to use e-wallets in Pakistan's rural textile sector. Partial Leas...

Consumer buying behavior is significantly influenced by branding strategies, particularly sensory branding and brand awareness. This study explores the impact of sensory branding and brand awareness on consumer purchasing decisions, emphasizing the mediating role of perceived quality and the moderating effect of consumer experience. The research ad...

The rapid growth of digital advertising has significantly influenced consumer behavior, particularly in Pakistan’s e-commerce industry. This study examines the impact of digital advertising on consumer buying behavior and brand loyalty, with brand awareness acting as a mediator and perceived quality as a moderator. Drawing on established theories s...

The purpose of this study is to examine the Livestream Shopping (Livestreaming) and M-Commerce adoption and their feasibility for enhancing Humanitarian Logistics in Pakistan. The research combines the Technology Acceptance model (TAM) and the Stimulus Organism Response model to understand consumer behavior, the digital engagement and the long term...

The banking sector in Pakistan faces increasing challenges in sustaining customer loyalty due to heightened competition, digital transformation, and evolving consumer expectations. This study examines the role of relationship marketing and service quality in fostering customer retention, explicitly focusing on trust, engagement, and goal attainment...

This research investigates how mobile banking apps affect the telecommunication, industrial and service sectors in Pakistan. As digital technologies advance, these apps have revolutionized financial transaction by increasing the efficiency, customer satisfaction and security. The research assesses variables such as perceived usefulness, ease of use...

In this study, factors of adoption of digital banking in Pakistan’s FinTech sector (i.e. consumer trust and perceived risk; technological innovation) are analyzed. The research is grounded upon the UTAUT2 and the Technology Acceptance Model to identify key determinants for shaping of the behavioral intentions (BI) towards the digital banking. The r...

Celebrity endorsement is one of the most well-known marketing strategies. It is regarded as a successful tactic for creating a distinctive brand identity. When selecting a celebrity, a number of things need to be taken into account. Finding the right celebrity is a difficult undertaking, but matching the celebrity with the brand is much more diffic...

The purpose of this research is to explore the role of the aforementioned factors on consumer behavior and preference towards shopping mall and traditional market in Karachi, Pakistan. As urban shopping malls become increasingly desirable destinations for consumers, the study investigates factors affecting their purchasing choices, including prefer...

This study examines the impact of sociodemographic factors (age, gender, occupation, and investment experience) on investment biases (overconfidence, risk aversion, and anchoring bias) and their mediating role in investment decisions among investors in Karachi, Pakistan. A quantitative research approach was employed, utilizing a structured question...

This research investigates the influence of product price, package information, and brand trust on customer purchase intentions and loyalty in Pakistan's Fast-Moving Customer Goods (FMCG) market, emphasizing both imported and domestic items. The study incorporates various theoretical frameworks, such as the Expectation-Confirmation Theory (ECT), Th...

Human desire for luxury items has persisted for centuries whereas emotional feelings combine with social circumstances together with individual ethical preferences to create this sought-after behavior. This research examines all psychological elements and behavioral processes which affect Pakistani consumers' decisions to buy luxury products. A qua...

Integrating Artificial Intelligence (AI) in education has revolutionized learning environments, offering personalized, adaptive, and automated academic assistance. This study extends the Unified Theory of Acceptance and Use of Technology (UTAUT) by incorporating trust, perceived risk, moral obligation, hedonic motivation, and habit to provide a com...

In this study, we study the effect of strategic resource integration, or in particular business model design, startup experience, and external financing on startup performance and working capital management in Pakistan. The study addresses a critical gap in rapidly evolving entrepreneurial ecosystem, by exploring the interaction between internal ca...

This study investigates the influence of customer knowledge, celebrity endorsement, product packaging, digital marketing, and brand image on purchase intention, mediated by perceived value. With the rapid transformation of consumer behavior through digital marketing and influencer-driven platforms, understanding how these marketing elements shape p...

This study examines the key factors influencing financial literacy, digital literacy, and digital infrastructure in the adoption of digital financial services (DFS) within Tharparkar District. Despite the increasing significance of DFS in promoting financial inclusion, uptake in rural and underdeveloped areas remains low due to socio-economic and i...

This study investigates the influence of Electronic Word of Mouth (eWOM) and Perceived Value (PV) on Green Purchase Intention (GPI), addressing the growing need to understand sustainable consumer behavior in the digital age. While prior research has emphasized trust as a primary determinant of GPI, this study critically examines its mediating and m...

This study explores the key determinants influencing consumer purchase intention toward electric vehicles (EVs) and their role in promoting pro-environmental behavior. In light of increasing climate concerns and sustainability goals, understanding the behavioral and technological factors that drive EV adoption is crucial, particularly in emerging e...

The research analyzes Big Data Analytics effects on organizational results through studies of business analytics capability improvement alongside better decision quality and sustainable product development outcomes. Organizations that utilize big data efficiently improve both their operational speed and their ability to process and utilize data whi...

The paper explores the behavioral variables that impact Pakistani consumers' adoption of livestream shopping platforms which are becoming more popular within digital retail. The research aims to unite technology-based models with service quality frameworks by integrating personal innovativeness to describe the dynamic features of livestream shoppin...

Social media influencers are used on a large scale as a type of marketing strategy, due to the speed with which they can gain the trust of followers. They’re a new twist on opinion leaders; their followers are inspired by them and strongly affect their attitudes and behaviors. Using the social exchange theory and its fundamental principle of recipr...

The study examines how customer value components and cybersecurity concerns affect electronic word-of-mouth (eWOM) behavior on different social networking platforms. A research study fills a gap in behavioral integration by analyzing the middle functions of information sharing willingness and security perception alongside switching barriers. The in...

This research undertakes an exploration of how the financial awareness is connected to the financing decisions of Micro, Small and Medium Enterprise (MSME) in Pakistan. The gaps that are addressed are significant because they fill a void in how we understand the way that financial literacy, risk knowledge and attitude are transformed into real worl...

This study investigates the influence of brand warmth and brand competence on consumer brand identification and their subsequent impact on buying intention and brand ownership. The research aims to bridge existing literature gaps by integrating emotional (warmth) and functional (competence) brand dimensions in the context of emerging markets, speci...

This study explores key factors influencing student retention in IELTS online preparation platforms, with a focus on service efficiency, review quality, and customer satisfaction. As global demand for IELTS certification rises, online platforms face challenges in maintaining student engagement and loyalty. This research examines how service quality...

The investigation examines private financial institutions which act as decentralized development planners in Pakistan to explain how institutional channels enable financial actors to guide corporate ESG behavior. The worldwide increase in sustainable finance activity has resulted in limited academic research on its actual effects in emerging econom...

Artificial Intelligence (AI) has completely changed how customers interact with banks thanks to its integration into electronics consumer relationship management (E-CRM) systems. The impact of artificial intelligence (AI) on client loyalty in Pakistan's banking sector is examined in this study, using Karachi. Perceived usefulness (PU), perceived ea...

This research attempts to investigate the relationship between Content Marketing Strategy (CMS) and Brand Equity (BE), simplified a major gap in the explanation of the psychological and contextual pathways through which digital content affects brand value. As digital technology influences consumer-brand relationships more, this study examines the i...

This study investigates the impact of event marketing strategies on corporate brand credibility and consumer purchase intentions, with a focus on trust and social influence as mediators. While event marketing has gained traction in emerging markets, its effectiveness in Pakistan remains underexplored. This research fills that gap by evaluating how...

The research examines how luxury fashion customers relate to their favorite brands and which other brands they dislike while studying effects from digital communities. Research has two parts. First it uses identity theory and the Consumer-Brand Identification model. Then it fills a research gap by studying how brand community participation and inte...

The extensive analysis of online business uncertainty has not solved the mystery regarding the strategy’s customers use to reduce uncertainty levels and drive repurchase conduct. A thorough research examines how positive review comments and seller popularity interact together and how these elements can be affected by customer service quality which...

The current systematic analysis aims to review promotion strategies and brand equity literature published in the last decade to unfold the new doors in the promotion and brand equity measurements and their elements in the area of multidisciplinary promotional research models. The study has searched five major databases to identify the relevant lite...

There are abundant studies on counterfeiting luxury products in developed and underdeveloped countries. However, there is a lack of multi-country studies on Pakistan and China that have taken a holistic approach to ethical aspects and attitudes. Because of this gap and inconsistent results related to ethics, religiosity, and integrity, this study h...

This research has offered an extended signaling theory model, which has extended the body of corporate social responsibility (CSR) knowledge in the existing literature. This research examines the association between CSR and brand experience, corporate reputation, brand personality, brand loyalty & consumer trust. The mall intercept control group wa...

This study examines the impact of perceived deception on "satisfaction, loyalty, and trust." and mediating effect of trust and satisfaction on customer loyalty. The multi-mediating impact of "perceived deception and customer satisfaction" on corporate image and customer loyalty was measured. The study has focused on Z-Generation of the emerging mar...

Both individuals and organizations extensively use the internet and social media for communications and other purposes in the present era. The study examines the impact of social media effectiveness on informativeness and communication. It also explores the effect of informativeness and communication on the recruitment process. The study also exami...

Metaverse uses “virtual reality” in e-commerce to create immersive virtual spaces. The philosophy behind it is to make people addicted to virtual 3d reality, and with the options of “teleportation, changing environment, and using cryptocurrency to shop,” this will be the ultimate future of technology. Apart from the benefits of the metaverse, it ha...

Objective of the study: This study is unique because it has incorporated two concepts, brand equity, and WOM, in a model to understand how the factors assimilate and improve consumers' understanding of WOM and brand equity. We have focused on the local allied brand.Methodology: The study used the mall intercept method to collect data based on a sel...

Extant literature highlights the significance of the corporate governance (CG) mechanism in mitigating agency conflict. Literature also confirms the instrumentality of the board structure (measured as size, diversity, independence and CEO duality) in overcoming the agency problem. In this context, the present study examines the impact of board stru...

The study conducted primarily examined the effect of Social Media Marketing Effect on Brand equity in creating Purchase Intention and Customer equity. For this purpose, we employed structural equation modeling using Smart-PLS 3.0, the data of 312 respondents were collected through structured questionnaire. The findings show a significant positive r...

The aim of this research is to examine the marketing strategies to Generation Z, social media cognitive engagement, social media influencer, perceived corporate social responsibility and user-generated media communication and hedonic brand image as moderator on generation Gen Z purchase intention, and examining these effects in Covid’19 pandemic re...

This research aims to examine the role of eco- tourism of destination ecological, economic branding to enhance the sustainable eco-conscious consumers in an emerging economy. Empirical research investigates the tourism management effects on the image and equity of the city & finally inspects these effects on international visitors across the countr...

Purpose The study aims to examine the role of consumer psychological attitude, subjective norm, perceived behavior control and pro-environmental self-identity on green food purchase intention. Also, it examines the effect of ecological conscious consumers' behavior (ECCB) on green intention and behavior. Design/methodology/approach The study has f...

Marketers and advertisers ignore new technology and diverse marketing tactics when attempting to increase product exposure, customer engagement, customer behavior and buying intention in fashion accessory marketplaces in developing countries. This research sought to discover how the Augmented Reality (AR) experience influenced consumer behavior, bu...

Purpose The primary objective of this study is to investigate the impact of a host country's corruption on the autonomy of a foreign subsidiary from a country with lower tolerance for corruption. In doing so, the study examines the moderating role of subsidiary-headquarters communication and multinational corporation's (MNC's) prior international e...

The aim of the current research was to recognize consumer attitude gap toward green brand by studying role of green consumer value and green brand equity toward the switching intention and purchase intention of consumers toward green brands. The current research employed quantitative research design and collected data through questionnaire from 331...

Purpose The purpose of this paper is to scrutinize the marketing orientation and market-oriented cultural elements of integrated Islamic schools. These integrated schools teach modern science curriculum alongside comprehensive religious instruction in an Islamic environment. Design/methodology/approach This is an inductive, exploratory research fr...

Purpose Branding plays a vital role in the success of every organization and even industry. In Islamic countries, every organization must consider Sharia rules while strategy making. Nowadays, the supply chain is considered a major tool of branding and marketing. After an extensive literature review, it has been found that the studies that test the...

The objective of this study is to find the efficiency of an emerging‐market (Pakistan) mutual funds, with reference to different measures of risks that contradict each other. We have measured risk‐adjusted performance of open‐ended equity funds of mutual funds. The reason for selecting equity funds is that it is consistent with the proxy benchmark...

The study aims to identify and prioritize the criteria and sub-criteria dimensions essentials for green strategic sourcing. Data were taken from the experts working in the automobile industry. By applying the novel Grey-DEMATEL-ANP (GDANP) approach, we identified the technology and environmental management system as the key sub-criteria dimensions...

Industry 4.0 makes the business processes more autonomous, automated, and intelligent. Supply chain mapping can be a steppingstone to adopt the developments of Industry 4.0. Despite its profound significance in Industry 4.0 driven supply chain management, it has been hardly discussed in the research literature. Against this backdrop, the objective...

In the second half of the 20th century, it was observed that weekday‐of‐Monday generate significantly lower returns than other days of the week. Literature has shown that the day effect exists on weekdays of the week, which is different from this day Monday. This study investigates day‐of‐the‐week effect in returns and volume of stock in emerging A...

This study has extended Motivation-Ability-Opportunity- Model and has developed a framework with seven variables (i.e., green brand, green satisfaction, green advertising, green buying behavior, and spirituality ethics. The study has taken a holistic approach by testing 15 relationships for understanding green marketing. The authors distributed 415...

This empirical research has studied on positive aspects of customer-brand relationship on brand love and loyalty and adverse feelings, like brand hate that have been unnoticed in the recent literature of consumer sciences. The purpose of current exploration is to study the antecedents of customer brand hate feelings and consequences that emanates f...

The purpose of this study is to identify a list of important social sustainable supply chain indicators and determine the cause and effect group from the food sector of an emerging economy of Pakistan. The Decision‐Making Trial and Evaluation Laboratory (DEMATEL) based methodology is introduced to aid the evaluation of these indicators. The results...

Technological developments have provided multiple channel options to retailers. For a seamless shopping experience to satisfy customers retailers have been forced to move to omnichannel shopping, as they have a wide variety of opportunities through which they can find, compare, buy and get products. Data from 432 educated consumers from different a...

The purpose of the article is to examine the impact of destination service quality on revisit intention on international Sikh spiritual tourists for pilgrimage to sacred places of Pakistan. It was completed by 525 international Sikh tourists using a survey questionnaire and tested using Smart-PLS SEM. Empirical results via structural equation model...

This empirical research has studied on positive aspects of customer-brand relationship on brand love and loyalty and adverse feelings, like brand hate that have been unnoticed in the recent literature of consumer sciences. The purpose of current exploration is to study the antecedents of customer brand hate feelings and consequences that emanates f...

In the current study, the data of last researches in the field of neuroscience and memory evolution have been presented, keeping in view the fundamental developments of neuromarketing learn-ing and cognitive behavior. Understanding the essential mechanisms behind customer shopping behaviors and the approach that marketing affects such actions are t...

The study investigates the relationship and effect of the green information system, green information sharing, and adapting, sharing behavior over organizational environmental performance in the context of green supply chain management. This study has observed the empirical evidences to classify the associations among variables through close-ended...

The study provides the cognitive support for developing employee’s motivation level at optimized level through consciousness towards applied approach and unrealistic ideas. The diligence of the research is to present the factors that help to motivate the employees to perform their job well. Whereas, the study restrains empirical and descriptive ana...

Web spam is a negative practice carried out by spammers to produce fake search engines results for improving rank position of their Web pages. It is available on arena of World Wide Web (WWW) in different forms and lacks a consistent definition. The search engines are struggling to eliminate spam pages through machine learning (ML) detectors. Mostl...

Web spam is a negative practice carried out by spammers to produce fake search engines results for improving rank position of their Web pages. It is available on arena of World Wide Web (WWW) in different forms and lacks a consistent definition. The search engines are struggling to eliminate spam pages through machine learning (ML) detectors. Mostl...