Marketing Commons^™

Factors Affecting Adoption Of Tiktok Among Students In The Dhaka City Area., Mahafizur R. Jim, Muhammad I. Alam

Business Review

This study investigates the factors affecting adoption of TikTok among the students in Dhaka city area. A structured survey questionnaire was developed through the survey tool, Google form and data were obtained from 529 respondents living in various locations of Dhaka city by an online survey method through using the social media platform, Facebook. Moreover, the multiple regression analysis was performed to test the research hypotheses. Results show that students perceive this app in a different way and do not consider this app as a great source of enjoyment. Moreover, they do not perceive this app as a decent media …

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 …

Neuromarketing: A Bibliometric Perspective Of The Field, Saniya Fayaz, Raja Rub Nawaz

Business Review

With an increase in studies relating to consumer perceptions, behaviors, cognition and potential markets, researchers are trying to understand the science of neuromarketing and the copious possibilities it puts forth. The present reviews in the field of neuromarketing are often limited when it comes to the scope or the discussion of documents and further subjects. This serves as a limitation to the consolidative and theoretical implications in the field. The study addresses this theoretical and methodological gap by charting the bibliometric analysis using the citation, cooccurrence, annual productivity, collaborations and sources approaches by analyzing a total of 390 articles extracted …

Engaging The Customers Through Social Mobile Application Experience, Nida Zaheer, Muhammad Rizwan

Business Review

This paper aims to investigate the customer experience and post purchase behavior in the mobile application environment. This study is experimental with a quantitative approach. Two hypothetical mobile apps were developed; social-focused and information-focused. Data was collected by surveying 400 online shoppers and, analyzed by employing SEM and multi-group analysis techniques using Amos. Results suggest that a mobile app that is socially focused enhances the customer experience and customer engagement behavior respectively. Next, the need for touch provides boundary conditions between customer experience and customer engagement behavior. Behavioral experience can be enhanced by improving online customer experience with the help …

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, …

The Use Of Social Listening In Understanding The Consumer Perception, Attitudes, Emotions, And Predicting The Purchase Intentions, Ubedullah Khoso

3rd IBA SBS International Conference 2024

Purpose: The objective of this research is to use social listening in exploring the factors which affect the consumers’ perceptions, attitude, and emotions which lead to purchase intentions.

Introduction and Literature Review: Over 3.8 billion people use social media that is around 45% of the world’s population(Statista, 2022). The ever evolving technologies and the adaption of these technologies is changing how we access information, how we communicate, and how we respond to different stimuli (Ospina, 2019). How we communicate, listen, and interpret using a domain of social media is termed as social listening (Stewart & Arnold, 2018). Specifically, social listening …

Neuromarketing: A Bibliometric Perspective Of The Field, Raja Rub Nawaz, Saniya Fayaz

3rd IBA SBS International Conference 2024

With an increase in studies relating to consumer perceptions, behaviors, cognition and potential markets, researchers are trying to understand the science of neuromarketing and the copious possibilities it puts forth. The present reviews in the field of neuromarketing are often limited when it comes to the scope or the discussion of documents and further subjects. This serves as a limitation to the consolidative and theoretical implications in the field. The study addresses this theoretical and methodological gap by charting the bibliometric analysis using the citation, and cooccurrence approaches by analyzing a total of 396 articles extracted from the Web of …

Examining Customer Loyalty Among Omni-Channel Users In The Age Of Disruptions In Retailing, Sheeraz Yar Khan, Jawaid A. Qureshi

3rd IBA SBS International Conference 2024

Amid tech-disruptions and the pandemic, COVID-19, the world has witnessed swift growth in omni-channels. This study aims to investigate the factors that influence the customer loyalty among omni-channel users. Omni-channels are famous platforms that connect customers with the brands. Firms strive hard to keep this channel more interactive and supportive in order to satisfy customers and create loyalty among them. Although it is an important aspect in modern business, fewer studies have been conducted in this area to provide a comprehensive model that not only helps to create satisfaction but also loyalty among users. The data for this study was …

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 …

Impact Of Celebrity-Endorsed Products On Consumer's Purchase Intention, Syeda Hiba Badar

CBER Conference

Consumer Perception about the brand does not create a significant impact on Purchase Intention if the brand is endorsed by a celebrity. (P>0.05) 2. Consumer's Trust upon a celebrity is 33.6% effective with respect to their Purchase Intention. 3. Consumer Skeptism does not have a significant impact on Purchase Intention. 4. Brand Awareness does not have a positive impact on Purchase Intention of consumers when it is endorsed by a celebrity. 5. Consumers’ Purchase Intention is influenced 22.4% to Follow the celebrity Influencer. Majority agrees to the statement and says that celebrities influence the brand image to a greater …

Design Perception And Consumer-Brand Relationshipin Textile Apparel: Mediating Role Of Experiential Value And Moderating Role Of Openness To Experience, Rohail Jibran, Muhammad Ahmad Ur Rehman, Sadia Shaheen

Business Review

Pakistan's fashion and apparel market has shown comprehensive growth during the last decade. This paper aims to investigate the impact of design perception on consumer based brand equity and examines the mediating role of experiential value and moderating role of openness to experience. Data was collected from 210 consumers of textile apparel brands in Pakistan. Findings of the study reveal that there is a significant relationship between design perception and consumer based brand equity, experiential value mediates the relationship between design perception and consumer based brand equity. Furthermore, results reveal that the personality trait of openness to experience plays a …

Iba Newsletter [December 2020], Communications Department, Office Of The Registrar

IBA News

No abstract provided.

Iba Newsletter [January 2020], Communications Department, Office Of The Registrar

IBA News

No abstract provided.

Optimization Of Non-Monetary Reward Provisions: Evidence From The Uk Banking Sector, Ese Okpebholo, Abdullah Zafar Sheikh

Business Review

This paper evaluates the current state of monetary and non-monetary rewards systems in place in the UK banking sector in an attempt to identify reasons for the preference of monetary rewards over non-monetary rewards. Data was collected from two banks, LLOYDS TSB and Royal Bank of Scotland. The selection of these two banks emanates from their recent bonus crises and the fact that they are both part nationalised, hence the need for a prudent reward system. Questionnaires were used to obtain data and the Evidence Based Reward Management (EBRM) methodology was used to highlight the effectiveness as well as the …

Fiscal Policy Transmission Mechanism In Pakistan: A General Equilibrium Analysis, Muhammad Raashid, Abdul Saboor, Shahzad Ahmad

Business Review

This paper explores the impact of fiscal spending on key macroeconomic indicators for Pakistan economy using an estimated open economy new Keynesian dynamic stochastic general equilibrium (DSGE) model. Results show that a positive shock to government consumption leads to fall in private consumption, private investment and exports owing to negative wealth effect, rise in interest rate and domestic currency appreciation, respectively. Imports and inflation also rise. Estimated values of present value fiscal multipliers are 0.54, 0.29 and 0.18 after 1 year, 5 years and 10 years, respectively. These results show that although positive in the short run, yet the magnitude …

Corporate Governance And Capital Structure As Driving Force For Financial Performance: Evidence From Non-Financial Listed Companies In Pakistan, Zahid Bashir, Ghulam Ali Bhatti, Asad Javed

Business Review

This research examines the intervention of capital structure with different characteristics of corporate governance and different measures of financial performance. Data was collected from 113 PSX listed firms ranging from 2013-2018. The study uses multiple regression approach for testing the required set of hypotheses. The results reveal that insider shareholding, and board size significantly but negatively affect financial performance whereas, audit committee’s size positively, and significantly affects financial performance. Furthermore, about 20% of CEOs hold dual positions in listed firms, which also has a positive impact on financial performance. The results also reveal that capital structure positively influences financial performance. …

An Analysis Of The Asymmetric Effect Of Fiscal Policy On Economic Growth In Pakistan: Insights From Non-Linear Ardl, Ibrar Hussain, Muhammad Rafiq, Zahoor Khan

Business Review

This paper evaluates the current state of monetary and non-monetary rewards systems in place in the UK banking sector in an attempt to identify reasons for the preference of monetary rewards over non-monetary rewards. Data was collected from two banks, LLOYDS TSB and Royal Bank of Scotland. The selection of these two banks emanates from their recent bonus crises and the fact that they are both part nationalised, hence the need for a prudent reward system. Questionnaires were used to obtain data and the Evidence Based Reward Management (EBRM) methodology was used to highlight the effectiveness as well as the …

Project Management Maturity In Pakistan: An Empirical Investigation, Syed Ahsan Mustaqeem, Rameez Khalid, Syed Irfan Nabi

Business Review

This research assesses the current level of PMM in Pakistan, evaluates the gaps in the prevalent project management practices and formulates a framework to improve PMM level in Pakistan. 123 Pakistani organizations were assessed for their levels of PMM and project performance using standard project management maturity models. The average PMM level in Pakistan was found to be 2.32 (on the scale of 1 to 5) and only 24% of the projects carried out were found to be successful. This means that the prevalent project management practices are not yet fully institutionalized. Furthermore, project management training, use of project management …

General Emotional Labor Scale: Development And Establishing Psychometric Properties, Falak Zehra Mohsin, Nadia Ayub

Business Review

This study outlines the process followed in the development of the General Emotional Labor Scale-English (GELS-E). The scale construction process was divided into different phases. The first phase entailed the item generation and the second phase was the pilot study. Phase three and four dealt with developing the norms and establishing the psychometric properties (reliability and validity) of the final 30 items. It can be concluded that the GELS-E was developed as a measure that can be used by researchers to assess emotional labor in professionals. Such a measure of emotional labor can prove to be beneficial for researchers and …

Deciphering Brand Loyalty Through Brand Association And Emotional Confidence, Amber Gul Rashid, Wajid Hussain Rizvi, Huma Amir

Business Review

This paper investigates the influence of emotional confidence and brand association on brand loyalty and whether there is a statistically significant difference in the brand loyalty of consumers having low or high emotional confidence. Data was collected outside fast food restaurants across Karachi using systematic sampling. Every fourth person exiting the restaurant was approached to fill a questionnaire. The data was analyzed using structural equation modelling. The results suggest that both brand association and emotional confidence have a statistically significant influence on brand loyalty. The variance explained in brand loyalty was higher when emotional confidence was included in the model. …

Providing Protection For Better Outcomes: The Need For Boundary Walls At Schools In Pakistan, Abbas Ali Gillani

Business Review

This paper explores the importance of a boundary wall at school as a measure of protection and safety, by testing the correlation between a school having a boundary wall and its total enrolment. By using panel data estimation with year and district fixed effects we find that across all levels of schooling, having a boundary wall was correlated with higher total enrolment. Enrolment at primary, middle and high school was 4.0 per cent, 2.3 per cent and 3.0 per cent higher. Gender-wise breakup of the results shows similar correlation for both boys and girls at primary level. However, at middle …

Role Of Organizational Culture In Psychological Needs Satisfaction And Work Engagement, Quddsia Sadaf, Mudassar Aziz, Gulnaz Anjum

Business Review

This paper explores the role of organizational culture in the satisfaction of basic psychological needs and yielding work engagement among public and private sector managers. Results reveal that organizational culture confers employees with a sense of relatedness which promotes work engagement. Additionally, the study suggests that female managers have a higher need for relatedness, the satisfaction of all basic psychological needs is significantly higher among private sector employees and work satisfaction increases with increasing job level. This study can be used for the development of organizational culture to improve relatedness among employees with respect to gender and the type of …

The Reversal Strategy: A Test Case For An Emerging Market, Hilal Anwar Butt, Mohsin Sadaqat

Business Review

The reversal strategy in the Pakistan Stock Market has shown significant profits for the time period January 1993 - September 2017. The available asset pricing models are unable to link these returns with the risk premium. This paper explores an alternative channel of predicting risk premium. It suggests that reversal profits can be considered as compensation for providing liquidity to the market during times of high volatility. Results reveal that reversal is stronger for illiquid and volatile stocks. Furthermore, firms that show reversal, are cash constrained, have lower return on asset (ROA) and equity (ROE), lesser operating profitability (OP), investment …

An Evaluation Of The Forecast Performance Of Dsge And Var Models: The Case Of A Developing Country, Shahzad Ahmad, Adnan Haider

Business Review

This paper estimates a DSGE model and three versions of VAR models (VARX, BVARX and BVAR) to analyze forecasting performance of these models in context of Pakistan. VAR models and a medium-scale DSGE model are estimated using quarterly data (1980Q4-2017Q2). Expanding window recursive out-of-sample forecasts for GDP growth, call money rate, CPI inflation and percent change in exchange rate are generated and compared over the period 2009Q1-2017Q2. Forecasting performance is analyzed by the comparison of bias and root mean squared errors (RMSE). Analysis of forecasting performance over 1-8 quarters forecast horizon reveals that BVAR model provides relatively better forecast in …

Earnings Response Coefficient As A Determinant Of Dividend Policy: Testing Free Cash Flow Theory On Non-Financial Dividend Paying Firms In The Pakistan Stock Exchange, Hamid Ullah, Anjum Ihsan

Business Review

This study tests Jensen’s free cash flow theory which states that managers overinvest retained earnings in negative NPV projects. A data set of 238 firms listed on the Pakistan Stock Exchange for the period 1999 to 2016 is used. The results of the panel regression model show a significant positive association of the earnings response coefficient and dividend payout ratio, which supports the free cash flow theory in listed Pakistani firms. Moreover, the imposition of the capital gains tax and the financial crisis has further strengthened the positive relationship between ERC and dividend payout ratio.

Emotional Intensity: An Additional Dimension To Understand Emotional Confidence And Purchase Intentions, Wajid Hussain Rizvi

Business Review

This paper explores the role of emotional intensity as a determinant of emotional confidence and purchase intentions. It analyzes the difference between low and high emotional confidence and emotional intensity groups in terms of their purchase intentions in the car buying context. Only valence and combined valence-intensity structural models were used to assess respective influences on emotional confidence. The results reveal that the combined impact of valence and intensity has a greater positive and significant influence on emotional confidence. Furthermore, groups with higher emotional confidence and higher emotional intensity show higher purchase intentions. This study contributes to a better understanding …

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: Tactics To Save Brands From Failure, Kausar Saeed, Syed Fahim, Aisha Siddiqui, Kamran Siddiqui

International Conference on Marketing

The purpose of this study is to present the experts opinion about various tactics used to save brands from permanent failures. The sampling technique used in this survey was judgmental with a sample size of 196 marketing professionals from FMCG, health, pharmaceutical, services and manufacturing sectors based in Karachi. Using Exploratory Factor Analyses tactics are summarized into groups. This paper offers numerous expert opinions about tactics to save brands from permanent failure. Provides valuable analyses for marketing/brand professional and academics.

Parallel Session: Brand Switching Behaviour Of Muslim Consumers; The Road Not Taken, Munazza Saeed, Ilhaamie Binti Abdual Ghani Azmi

International Conference on Marketing

The purpose of this study is to build an argument in order to investigate the Muslim consumers switching behaviour. Moreover, it also intends to examine the previous literature on brand switching behaviour generally and in relation to the Muslim consumers specifically. This study seeks to expand the body of knowledge in consumer behaviour research with the emphasis on the role of Islam. The benefits that will be yielded from this study will not only provide guidelines to business researchers, but will also enhance the current understanding of Muslim consumers. It studies how the Muslim consumer’s brand switching behaviour is influenced …

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 …