Business Commons^™

Dynamics Of Employee Motivation And Employee Performance In Banking Sector, Muhammad Shoaib Hassan

Business Review

Employee motivation in banking has become one of the most considerable issues as every firm wants to make optimistic usage of their available human resources motivating them to achieve boosted performance. The study aimed to investigate the employee motivation dynamics in Pakistan conventional banking sector for employee performance circulating an adopted questionnaire online, considering 180 respondents as the sample size using a convenience probability sampling technique with a valid response rate of 78.89%. The findings employing SEM analysis using Smart PLS3 revealed a positive impact of employee motivation training and intrinsic rewards on the performance of bank employees. Furthermore, the …

Effects Of Electronic Word Of Mouth On The Purchase Intention Of Millennials (Gen Y) Of Pakistan: Mediating Role Of Brand Image And Perceived Quality, Maria Younus, Sarah Anjum

Business Review

Purpose:

The study strives to find out how the purchase intentions (PI) of millennials consumer in Pakistan are affected by electronic word-of-mouth impacts.

Design/methodology/approach

To fulfill that purpose, three EWOM determinants - quantity, quality, and valence are chosen. Whereas Brand image (BI) and perceived Quality (PQ) are taken as mediators. The paper adopts a Quantitative approach to survey 169 Karachi respondents. Inferential analysis of collected data was performed using PLS version 4.0. Structural equation modeling is also performed using Smart PLS version 4.0.

Findings

The results confirmed the proposed hypothesis that the quality, quantity, and valence of EWOM significantly influence …

The Effect Of Digital Marketing Implementation Through Location-Based Advertising On Customer's Purchase Intention: A Case Of Fmcg Products In Karachi, Maira Junejo, Iqra Anwar Shah

3rd IBA SBS International Conference 2024

The intended research will target the problem of lack of LBA application and ineffective utilization of LBA in mobile advertising in digital marketing. Not much focus has been given to this area of marketing in the existing literature as well as practice in the context of the FMCG sector in Karachi, Pakistan. Wibisurya (2018) alluded that LBA has the potential to positively influence a consumer’s behavior towards a type of advertisement being carried out. However, FMCG marketers show a significant lack of interest in the domain. Moreover, LBA performed through SMS advertising increases two-way communication between consumers and FMCG brands, …

Relationship Between Ewom And Purchase Intention: Moderating Role Of Culture (Evidence From University Students Of Pakistan), Shaikh Obaidullah, Asad Shahbaz, Tariq Majeed

Business Review

This study is an attempt to find out the relationship between eWOM and Purchase Intention (PI) with the moderating role of culture among the varsities students in Khyber Pakhtunkhwa. For this purpose data was collected from business and management students of various public and private sector universities. The adopted version of constructs was used to obtain the data. The result indicates that the Consumer Review (CR), Brand Image (BI) and Source Credibility (SC) attributes of eWOM have a significant relationship with (PI), while Brand Equity (BE) shows an insignificant relationship with PI. Interestingly findings from a cultural perspective indicate no …

Little To Be Gained From Dth Without Prior Industry Regulations, Syeda Raza-E-Masooma

MSJ Capstone Projects

In absence of proper legislation prohibiting monopoly & vertical integration of satellite companies and TV channels, DTH TV will cause more harm than good to media in Pakistan. DTH might finally come to Pakistan – legally. It seems a possibility now, a far-fetched one but nevertheless a possibility. It might be noteworthy, that it is already on its way out in our neighboring India, being taken over by mobile apps.

Is Pakistani State At War With Free Press?, Umer Bin Ajmal

MSJ Capstone Projects

Pakistan’s media scene today depicts a similar picture where many journalists say they have been “conditioned” to self-censor news. But unlike Pavlov using a sound as a stimulus, certain “powers that be” use threat and violence to intimidate journalists and force them to behave in a certain way. Psychologists around the world say there is a lesson in this experiment: it demonstrates that human behavior, too, can be manipulated or maneuvered through conditioning.

Parallel Session: The Mediating Role Of Brand Image Of Health Product Brands On Consumer-Brand Relationships In Social Media, Dilip Mutum, Jing Ning, Ezlika Ghazali

International Conference on Marketing

This paper presents the finding of a study which examines the mediating role of brand image towards the effects of various brand factors influencing consumer-brand relationship, viz., brand experience, brand attribute, endorser effect, brand familiarity, online advertisement and social media engagement. This paper was extracted from a much larger study which examined the relationships in the context of health product brands in Malaysia. The results of this study hold important implications for both practitioners and academics. Marketers need to make efforts to further improve their brand image and communicate it clearly to the consumers. This will lead to better consumer …

Parallel Session: Comparative Study: Effect Of Color On Major Chocolate Brands In Pakistan (Branding And Packaging), Khawaja Saad Sohail, Sarah Khan

International Conference on Marketing

From the moment we open our eyes there is one thing that surrounds us and that is color. Thus color is one of the most important part of human life. Similarly when we talk about marketing we can’t go any futher unless we take into account how this major variable “Color” will impact us.This research aims to study how color effects people in Pakistan. Are there any differences in color choices amoung people based on their age, gender and religion. Does occasion play any part in impacting our color choice. Furthermore this research will also provide evidence about how change …

Parallel Session: Customer’S Attitude Towards Ramadan Advertising, Farheen Khalid, Muhammad Sufyan Ramish, Junaid Ansari, Dr. Tariq Jalees

International Conference on Marketing

Ramadan is the only religious festival in which marketing & advertising activities are carried for whole month. This provides opportunities & challenges to the marketers along with controversies. This paper will not address the controversies but will measure the effect of Ramadan advertisements on consumer attitude. Three hundred and ninety one (391) students of different universities in Karachi participated in this study. The questionnaire adopted for this study had established reliabilities and validates which were re-ascertained for the present set of data. All the five constructs used in this study had five items all based on seven point Likert scale. …

The Influence Of Culture On Advertising Effectiveness In Pakistan And Australia: A Cross-Cultural Study, Faiz Muhammad Shaikh

Business Review

Presents findings from an empirical study, which investigates the effects of different advertising appeals used across cultures. Cultural differences along the individualism collectivism dimension are hypothesized to affect people's reactions to certain advertising appeals. Results indicate that appeals, which emphasize individualistic benefits, are more effective in the Australia than in Pakistan. When appeals emphasizing collectivistic benefits are employed, they are generally more effective in Pakistan. However, such effects can be moderated by product characteristics. Different product types may serve to influence the effectiveness of culturally congruent advertising appeals. Discusses the implications of the findings, that cultural differences play a significance …