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Full-Text Articles in Social and Behavioral Sciences
Role Of Celebrities In Creating Brand Advocacy: An Analysis Of Social Media Users In Pakistan, Syeda Batool Abbas, Usamah Iyyaz Billah
Role Of Celebrities In Creating Brand Advocacy: An Analysis Of Social Media Users In Pakistan, Syeda Batool Abbas, Usamah Iyyaz Billah
Business Review
The purpose of this research study is to investigate the role of celebrities in creating brand advocacy for mobile phones amongst social media users of Pakistan. The role of celebrities has been tested through the constructs of celebrity attractiveness, trustworthiness and expertise while brand trust has been added as a mediator. The study variables of the research have been empirically tested for the first time for the mobile phone industry and from social media users. The theoretical framework was developed based on relevant research on the study topic. Research design of the study is Quantitative, one-shot, cross-sectional in nature. Data …
Role Of Mass Media In Quality Assurance Of Higher Education In Pakistan, Sohaib Rabbani Khan
Role Of Mass Media In Quality Assurance Of Higher Education In Pakistan, Sohaib Rabbani Khan
Business Review
Higher education is the ladder to economic prosperity in today’s world. Quality in higher education indeed is the basic requirement for success of higher education institutions. But quality is never an accident, it is always the result of diligent work. During the last decade almost 50 universities / institutes of higher education have been established in the country. But the variations in quality of its graduates are too wide to accept. The objectives of this research were to find out the role of mass media in improving the quality of higher education and how far the same can be improved. …