Business Commons^™

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, …

Effect Of Influencer Message Value On Destination Awareness, Image, And Travel Intentions, Shumaila Kashif, Maira Junejo, Farman Ali

3rd IBA SBS International Conference 2024

Tourism is one of the fastest-growing sectors and destination competition is expanding by the day. Lately, Pakistan's tourist business has exploded, fueled by social media influencers' content creation. Hence the aim of this research is to understand how the influencer message value impact destination awareness, image, and travel intentions.

Data was collected through purposive sampling from 216 respondents via google forms. Analysis was performed on Smart PLS version 3.2.8. Results indicated that Influencer source attractiveness affected destination awareness, destination image and travel intention positively and significantly. It also showed that entertainment was affecting destination awareness and destination image positively and …

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 …

Market Efficiency Of Cryptocurrency: Long Term Memory Effect In Bitcoin Trading, Zartashia Hameed, Saima Wazir

3rd IBA SBS International Conference 2024

Cryptocurrency market has attracted interest of both researchers and investors. It is a comparatively newer mode of transactions; therefore, both the agents are interested in the movement of these currencies in terms of volatility and profit. This research makes an effort to examine these phenomena with the help of long-range memory in the Bitcoin market using Generalized Hurst exponent methodology. For this purpose, the daily dataset spanning from 26^th August 2010 to 19^th April 2018 is collected, prepared and analyzed. Findings reveal interesting facts that the Hurst exponents for almost every year are above 0.5, and the long-range …

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 …

Linking Leader Member Exchange (Lmx) And Happiness At Work Through Symbolic Interaction Theory, Faisal Qamar, Syed Mir Muhammad Shah, Shuaib Ahmed, Yasir Mansoor Kundi

3rd IBA SBS International Conference 2024

Drawing on symbolic interaction theory, present study tests LMX and employee happiness at work with mediation of self-esteem and moderation of organizational embeddedness. Authors collected data from FMCG companies from Pakistan that comprised 124 employees. Findings suggest significant relationship between LMX and happiness at work. Follower self-esteem significantly mediated LMX and happiness at work, and organizational embeddedness moderated between LMX and happiness at work. Findings are instrumental for organizational practitioners. Organizational leaders should consider quality LMX interactions with their employees in prevailing global crises. It will improve relationship with team members and boost their self-esteem resulting in happiness at work. …

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 …

Sustainable Hrm And Well-Being: Systematic Review And Future Research Agenda, Faisal Qamar, Gul Afshan, Rana Salman Anwer

3rd IBA SBS International Conference 2024

Sustainable HRM and workplace well-being have gained increased attention from researchers recently. Given this, the present paper attempts to undertake a systematic literature review to identify ways and means by which sustainable HRM and well-being are linked for better individual and organizational outcomes. The primary focus of this paper is to study the relationship between sustainable HRM and well-being, i.e., whether sustainable HRM predicts well-being at work? If yes, how and when this prediction takes place? Systematic computerized search and review were conducted for articles published until September 2021. One-twenty-one research articles were finally selected based on the set criteria …