Journal for Social Science Archives

Exploring Public Views on the Taliban Ban on Women Education in Afghanistan

2025-01-04T19:52:02+02:00

This study investigates public opinions regarding the Taliban's ban on women's education in Afghanistan, focusing on its human rights, economic, social, and political implications. The data was collected from 120 respondents through a survey assessing various perspectives on the ban's consequences. Descriptive statistics revealed strong agreement on statements related to human rights violations, economic growth, gender inequality, and empowerment, with the exception of the belief that the ban would eventually be lifted. Principal Component Analysis (PCA) identified six key components representing themes like human rights, gender inequality, economic consequences, cultural practices, sanctions, and social impacts. The study found moderate adequacy for factor analysis (KMO = 0.580) and significant correlations between various factors, including economic growth and human rights. The results suggest that the Taliban's ban has widespread support for being a violation of human rights but significant disagreement about its justification. The study concludes that the ban’s broader societal consequences, including the negative impact on gender equality, economic development, and international relations, are widely acknowledged. However, opinions regarding the lifting of the ban and its justification remain divided.

Geospatial Analysis of Urban Poverty in Loralai District of Pakistan

2025-01-06T19:29:08+02:00

This research aims to the socioeconomic factors contributing to urban poverty within 25 wards of Loralai District. The primary objective of the study is to assess the challenges faced by urban residents related to poverty and to map these poverty levels spatially using Geographic Information Systems (GIS). The primary data were collected through questionnaires. Variables including household income, loan amount received from banks, availability and type of automobile vehicle were used to assess the poverty level. These indicators were crucial in determining the overall poverty status of each ward. The findings revealed significant inequalities in poverty levels among the 25 urban wards of Loralai District (Annexure B). Wards 2,19, 20, 21, 22, 23, 24, and 25 were categorized as "very poor," with residents in these areas experiencing the most severe deprivation in terms of income and access to essential services. Wards 3,4,6, 7,11,12,16,17,18,19 and 18 were identified as "medium". In contrast, wards 1, 5, 6, 8, 9, 10, 13, 14 and 15 were classified as "rich" in comparison, showing better socioeconomic conditions, higher household incomes, and better access to services. The visual maps created through GIS allowed for the clear identification of patterns in urban poverty, making it easier to discern which wards are in need of targeted interventions. The spatial analysis of urban poverty provided by this research is crucial for policymakers, government officials, and development organizations to understand the area in need of resources and planning to alleviate poverty.

Impact of Sports Activities on Confidence level of Students

2025-01-06T19:58:11+02:00

The purpose of the study was to access the role of sports to enhance the confidence level of students. Self-confidence is considered as an important element for student’s life to perform any activity. The objective of the study was to assess the views of students about the role of sports activities in overall development of confidence level. This study also helpful that sports activities can develop or build the confidence level in students. The researchers were collected the from various government and private sector educational institutions within the jurisdiction. The sample of population of this study was 100 students from different private and government sector educational institutions. After analysis of the study the researchers concluded that those students who take a part in sports activities are enjoyable. The significant result of the statement show that majority of the students feels that they are more responsible when participation in sports which enhance their confidence. In last the researchers also recommended that the government may be providing suitable and an adequate amount of funds to promote co-curricular activities at educational institutions.

Understanding Library Anxiety in Undergraduate Students: A Study at Mehran University of Engineering and Technology Jamshoro, Sindh, Pakistan

2025-01-07T16:56:15+02:00

This study investigates the level of library anxiety, its primary causes, and gender-based differences among first-year students at Mehran University of Engineering & Technology (MUET). Data was collected from students in the Architecture, City & Regional Planning, Civil Engineering, Environmental Engineering, and Water Resources Engineering & Management departments via an online questionnaire distributed through WhatsApp and email with the assistance of teaching staff. A total of 100 responses were analyzed using the AQAK Library Anxiety Scale. The findings reveal that students experience a mild level of library anxiety. The most significant contributing factors are the library environment and library resources, while user education contributes the least to library anxiety. Additionally, no significant gender-based differences in library anxiety levels were observed. To mitigate library anxiety, the study recommends that librarians and faculty collaborate to organize targeted programs and assign library-related tasks to familiarize students with library resources and encourage their use effectively.

Advancing in the Change Journey Towards FinTech: The Nexus between Fintech and Financial Performance of Commercial Banks in Pakistan

2025-01-08T13:17:05+02:00

FinTech companies' involvement in Pakistan's banking industry is essential to improving the country's traditional financial system. This study uses data from the banking industry in Pakistan from 2018 to 2022 to investigate how financial technology (FinTech) affects bank performance. Regression analysis with a data panel fixed effect model is used in this investigation. The Capital Adequacy Ratio (CAR), Net Interest Margin (NIM), Gross Non-Performing Loans (NPL), Return on Equity (ROE), Return on Assets (ROA), and Loans Deposit Ratio (LDR) are among the financial variables that are quantified in this study. In the context of FinTech, inflation and the GDP are control variables. The findings reveal that the financial variables, including NPLgross, CAR, ROA, LDR (Loan-to-Deposit Ratio), ROE, and inflation have a statistically significant influence on FinTech. Furthermore, FinTech is insignificantly influenced by NIM, as well as control variable GDP. This illustrates how Pakistani banks can benefit from forming alliances with FinTech companies in order to improve the financial system and maximize the profits that emerge from such cooperation.

Profitability Analysis of Cold-Water Fish Farming in Northern Pakistan: A Case Study of Aziz Trout Farm District Chitral

2025-01-08T19:02:33+02:00

Analysis of economic profitability is essential for establishing the financial viability of any business enterprise. In the context of trout farming in the Pakistani district of Chitral, this study evaluates the financial implications of this profitable and sustainable technique. In July of 2020, a structured questionnaire was used to collect data on profitability indicators for the study. The investigation reveals that the overall cost of producing 398 kilograms of fish on the farm was 596,013 rupees. This cost analysis offers great insight into the economic ramifications of trout farming in the region. In addition, the study indicates a good Benefit-cost ratio of 1.67, demonstrating that the benefits of trout farming outweigh the associated expenses. Additionally, the Rate of Return on Investment (RRI) is an amazing 0.78, further demonstrating the enterprise's profitability. The Variable Cost (RVC), which has a large value of 0.60, is one of the main aspects that contribute to the profitability of trout farming. This illustrates the potential profitability and cost-effectiveness of trout farming in District Chitral. The study demonstrates that fish farming, specifically trout farming, offers individuals a lucrative option to support themselves. With its favorable financial indicators and potential for long-term profitability, trout farming is a viable source of income for residents in the region.

The Effect of War on the Mental Health of Afghan Refugees, Quetta, Baluchistan

2025-01-10T05:34:23+02:00

This study explores the mental health conditions, specifically depression, anxiety, and stress, among Afghan refugees residing in Quetta, Baluchistan. Using the Depression, Anxiety, and Stress Scale (DASS-21), the study assesses the prevalence and severity of these conditions in a sample of 100 refugees. The results indicate that a significant number of respondents experience moderate to severe levels of stress, anxiety, and depression, with higher concentrations of moderate and extremely severe conditions. The correlation analysis reveals strong positive relationships between stress, anxiety, and depression, suggesting that these conditions are interlinked. Reliability tests of the DASS-21 scale show acceptable levels of internal consistency, ensuring the validity of the findings. These findings highlight the urgent need for mental health interventions to address the growing mental health concerns among Afghan refugees in Baluchistan.

Exploring the Mediating Role of Body Image in the Relationship Between Social Interaction Anxiety and Sleep Disturbance Among Overweight Individuals

2025-01-10T05:51:36+02:00

This study investigated the relationship between social interaction anxiety and general sleep disturbance among overweight individuals, emphasizing the mediating role of body image concerns. A total of 211 participants, aged 20 to 50 years, were recruited from gyms, clinics, and slimming centers in Multan, Pakistan. Participants completed the General Sleep Disturbance Scale (GSDS), Social Interaction Anxiety Scale (SIAS), and Body Shape Scale (BSS) to assess sleep disturbance, social interaction anxiety, and body image concerns, respectively. Results revealed a significant positive correlation between social interaction anxiety, body image concerns, and sleep disturbance. Furthermore, body image concerns were found to mediate the relationship between social interaction anxiety and sleep disturbance. Females and unmarried individuals reported higher levels of social interaction anxiety, body image concerns, and sleep disturbances compared to their counterparts, while age showed no significant impact on these variables. These findings highlight the need to address both psychological and physiological challenges in designing effective weight management interventions.

Critical Discourse Analysis of Chants during Ouster of Prime Minister of Bangladesh: A Systemic Functional Linguistic Perspective

2025-01-10T08:13:00+02:00

This article aims to critically investigate the role of protest chants during the 2024 ouster of Prime Minister of Bangladesh, using Halliday's Systemic Functional Linguistics (SFL) as an analytical framework within the larger context of Critical Discourse Analysis (CDA). Chants as a powerful tool for mobilization, comprises socio-political tensions, unity and resistance against power. This study delves into the linguistic features that create an influential impact on the public by examining chants and a song of resistance ‘Awaz Utha’ using ideational, interpersonal, and textual metafunctions of SFL. The study is based on Qualitative methodology and advances the discipline of CDA by uncovering the complex meanings of protest discourse. The results explore how the chants act as a powerful agent to disperse ideas of freedom and describe the sketch of political ideologies. It also shed light on the protest movements in socio-political contexts and the role of language in shaping political and social resistance and collective identities in Bangladesh. This perspective is crucial in highlighting the role of language in amplifying marginalized voices and the interplay of language, power and resistance in the protestants demands.

Examining the Impact of Social Media on Teacher Resilience and Learning Outcomes: A Behavioral Study

2025-01-10T09:12:21+02:00

The widespread integration of social media has reshaped the educational landscape, influencing teacher resilience and student learning outcomes. Teacher resilience, defined as the ability to adapt to stressors, and learning outcomes, encompassing academic engagement and performance, are increasingly impacted by the strategic use of social media. This study aims to examine the effects of social media on teacher resilience and learning outcomes, providing actionable insights for educators and policymakers. The study employed a quantitative methodology rooted in a positivist paradigm. Data were collected from 233 educational professionals and teachers using a structured questionnaire designed to measure demographic characteristics, the impact of social media on teacher resilience, and its influence on learning outcomes. Responses were analyzed using SPSS software for descriptive statistics, correlation, and regression analyses. Findings reveal that social media significantly enhances teacher resilience by fostering emotional support, professional networking, and resource sharing (β = 0.65, p < 0.001). Similarly, social media positively impacts learning outcomes through improved engagement and collaboration (β = 0.58, p < 0.001). Teacher resilience was also found to significantly predict learning outcomes (β = 0.72, p < 0.001). However, excessive use of social media can lead to distractions and reduced productivity. Limitations include the cross-sectional design, reliance on self-reported data, and context-specific findings. Future research should consider longitudinal designs, diverse populations, and intervention studies to optimize social media use in education. These insights contribute to the discourse on digital education, highlighting the potential of social media to foster resilience and learning.

Fiscal Decentralization and Education Index: Evidence from Punjab, Pakistan

2025-01-10T21:13:03+02:00

The study examines how fiscal decentralization affects the education index at the district level in Pakistan's Punjab province, which has five components. Disparities in the distribution of public services have existed throughout Pakistan's history, and current research on regional development emphasizes the importance of evaluating human development phenomena using spatial models like density, locality, and distance. According to the study's findings, the distance between districts and the capital city determines the significant positive effects of fiscal decentralization on the district-level education index; the more "distance from the city" that districts are from the city, the greater the positive effects of fiscal decentralization. Since geography affects the delivery of public services, differences between districts should be addressed by enhancing social and economic institutions and infrastructure in the nation's underdeveloped areas.

Cultural Contours of Justice: Law and Crimes Narratives in Popular Imagination

2025-01-13T06:51:41+02:00

This research delves into the cultural contours of justice in the context of Pakistan, with special emphasis on the complex relationship between the media, the ever-shifting norms in a given society, and the laws of the land. It reveals how regional legacies of colonialism and Sharia law shape attitudes toward justice, crime, and punishment. The research highlights a significant discrepancy between the public experience and the reality of crime trends, suffering from the amplification of sensationalistic media coverage, leading to a decline in trust towards police and the system of justice. By employing qualitative assessments of media representations and public opinion surveys, as well as quantitative analyses of crime statistics, to investigate the socio-cultural contexts shaping local perceptions of justice in Pakistan, the report exposes how sensationalist media heighten social fear; how they misrepresent marginalized populations; and how they reinforce existing stereotypes of criminality, thus developing warped views of the extent and nature of crime. The study also highlights notable differences in how justice is practised across different regions, particularly rural settings where traditional normative values differ from codified legal norms. These results highlight the importance of culturally competent legal reform and ethical journalism to mitigate the gap between perception and reality so that the public can trust the justice system.

Trial in Absentia: Evaluating Compatibility of the International Criminal Law with Islamic Law

2025-01-13T09:04:39+02:00

The notion of conducting trials in absentia has consistently been a subject of debate and contention in discussions regarding the operations of the International Criminal Justice System. Discussions have frequently centered on its legal standing and adherence to principles such as fair trial rights and self-representation. Generally, a trial in absentia is where the trial is held and evidence is adduced against the accused in his absence. Every individual is entitled to be present during trial: This principle is firmly established under both the regimes of Islamic law and International Criminal Law (ICL). Historically, the International Military Tribunal (IMT) in Nuremberg and Tokyo permitted implicitly the trials in absentia. Afterwards, except in one case Special Tribunal for Lebanon, practice got changed and strict approach was taken with regard to trial in absentia in international arena. Conversely, trial in absentia is permitted under Islamic law in limited and exceptional circumstances. Firstly, an effort was made to portray the understanding and concept of trial in absentia in this paper. The major push of this paper was to assess the position of trials in absentia in both regimes namely Islamic law and ICL, with a focus on analyzing the similarities between this set of laws. Generally, this paper demonstrated that contemporary ICL does not collide with Islamic law on the aspect of trials in absentia. The present paper adopted the doctrinal research methodology to complete this paper.

Human Resource Management (HRM) and Corporate Social Responsibility (CSR): Integrating Social Goals with Employee Engagement

2025-01-13T09:41:39+02:00

The integration of corporate social responsibility (CSR) and human resource management (HRM) in Pakistani firms is examined in this study, with an emphasis on the effects of CSR-driven efforts on employee engagement. 300 workers from a variety of industries, including manufacturing, services, and education, were surveyed using a standardized questionnaire as part of a quantitative research design. Employee engagement metrics (job satisfaction, motivation, and organizational commitment), HRM practices (employee training, performance evaluation, and inclusivity), and CSR practices (community development, environmental sustainability, and ethical governance) made up the three sections of the questionnaire. An online survey platform and in-person distribution was used to gather data, guaranteeing a balanced representation of demographic groupings and industries. A high positive correlation between CSR activities and employee engagement was shown through statistical analysis, including regression and correlation tests. Notable impacts were seen in community development and ethical governance projects. The results emphasize how important it is for Pakistani companies to match HRM strategies with social objectives in order to create an inclusive and purpose-driven work environment.

Globalization and the Environment: A Path to Sustainable Development for SAARC Nations

2025-01-14T05:03:56+02:00

This study examines the complex connection between globalization, environmental sustainability, and international climate policy via the lens of the Environmental Kuznets Curve model. Therefore, it examines the aspects of globalization and the consequent CO2 emissions in certain South Asian countries. The paper analyses panel data from 1991 to 2023, employing multiple econometric approaches to substantiate the Environmental Kuznets Curve theory, which elucidates the inverted U-shaped relationship between economic growth and environmental pollution. The study illustrates that economic globalization facilitates technology transfers and the adoption of sustainable practices, resulting in decreased emissions. Conversely, political globalization obstructs environmental advancements due to inadequate governance and the inability to enforce global agreements. Although social globalization now exerts a minimal positive influence on environmental awareness and sustainability, there appears to be an increase in these characteristics. Therefore, the current research advocates for the advancement of contextualized methodologies, emphasizing institutional frameworks, international cooperation, and climate financing. This study contributes to the literature on balancing economic growth with environmental preservation in a highly integrated global economy and provides policy recommendations for developing countries.

Nexus between Teaching and Technology: A Model for Technology Adoptation

2025-01-14T05:17:30+02:00

In this research, we looked at the reasons why technology hasn't had a positive influence on education in the past and listed the prerequisites for its future successful application. Teachers must go past Familiarisation and Utilisation and into the Reorientation, Integration, and Evolution stages of technology usage if they are to employ concept and product technologies successfully. Teachers may rethink their duties in the classroom after learning how to use technology. Teachers may design spaces where students actively participate in cognitive partnerships with technology by drawing on research results from cognitive psychology and other relevant fields.

Impact of Compensation Packages on Employees Job Satisfaction: Moderating Role of Environmental Uncertainty in Banking Institutions of Kabul

2025-01-14T14:41:58+02:00

This study investigates the impact of compensation on employees' job satisfaction in private banks located in Kabul, Afghanistan. Additionally, it explores the moderating role of environmental uncertainty in this relationship. The study aims to determine the extent to which compensation packages, affects employee job satisfaction, while considering the influence of environmental uncertainty as a moderating variable. Cross-sectional quantitative data is collected through an adopted self-administered survey questionnaire from employees (N=660) of private banks in Kabul. Statistical analyses, including descriptive analysis, reliability analysis, correlation analysis, ANOVA, and regression analysis were conducted using the SPSS. The findings of this study indicate that compensation packages have a significant impact on employee job satisfaction. It reveals that employees' perception of their compensation, including salary, benefits, and incentives, plays a crucial role in determining their level of job satisfaction. Higher levels of compensation are positively associated with increased job satisfaction among employees in private banks. Furthermore, the study highlights the moderating role of environmental uncertainty in the relationship between compensation packages and job satisfaction. Environmental uncertainty refers to the volatility, complexity, and unpredictability of the external business environment. The findings suggest that organizations should carefully design and implement compensation packages that align with employees' needs and expectations, considering the contextual factors of the business environment.

Double Marginality, Historical Memory, and Trauma in Uzma Aslam Khan's the Miraculous True History of Nomi Ali: A Trauma Studies Perspective

2025-01-15T12:52:35+02:00

The study analyses Uzma Aslam Khan’s novel, The Miraculous True History of Nomi Ali, using the intersections between post colonial feminism and Cathy Caruth's trauma theory to engage with the issues of trauma, historical memory and double marginality to explore the colonial enterprise. It engages Nomi Ali’s experiences and battles as she lives in postcolonial Pakistan, struggling to come to grips with her identity and past traumas. The intergenerational transmission of trauma among women from different ethnic and religious backgrounds is also the focus of this research paper. This research, therefore, investigates how past traumas, oppression, and patriarchy are represented in this novel concerning their distinctive identities and colonial history. It further tries to explore the notion of double marginality through Nomi Ali’s story, where gender, culture, and historical violence meet. The study aims at exploring the historical memory inscribed on an individual and collective identity, besides describing trauma that makes up the part of women who always form a margin in every sphere. It would deepen the understanding of Pakistani literature in English as contributing to the global debate of trauma, memory, and identity.

The Role of Artificial Intelligence in Enhancing Customer Repurchase Intention

2025-01-17T20:03:05+02:00

The purpose of this study is to investigate the role of consumer engagement on social media and conversion rate optimization in mediating the relationship between artificial intelligence technology and repurchase intention, where customer habit is as a moderator. This study also determines how artificial intelligence technology integrated social media sites affect consumers' intentions to repurchase as well as to improve the understanding of established variables. Moreover, this study is conducted on the international sportswear brands and to evaluate the hypothesized relationships, the data was collected using Google Forms from 496 respondents who buy from these brands. Furthermore, the study was cross sectional in nature. The data was analyzed using Smart PLS to test the hypotheses. Results of the study show that artificial intelligence technology positively and significantly affects repurchase intention through consumer engagement and conversion rate optimization. Furthermore, customer habit has been found to be a moderator between consumer engagement on social media and repurchase intention with the positive correlation. Results also showed that artificial intelligence technology significantly affects repurchase intention with positive correlation. The findings reveal that brands should focus on integrating artificial intelligence technology in their networking sites to understand the consumer needs and wants. Conclusion, limitations of the study, future research and managerial implications were also included in the study.

Cultural Rejection and Racial Struggles: Amir Kapoor’s Identity Crisis in Disgraced

2025-01-17T20:24:29+02:00

This essay examines how the crucial dinner in Ayad Akhtar's Disgraced illustrates the concept of Critical Race Theory (CRT) and racial and cultural identity confrontations in a hierarchical society. This drama explores Amir Kapoor's inner turmoil as a Muslim South Asian American negotiating his identity in a large white workplace. The structural obstacles that racial minorities encounter are brought to light by Amir's rejection of his ethnicity and his career challenges and hidden prejudices. The scene highlights the continuation of racial hierarchy in progressive settings and criticizes liberal multiculturalism. This research shows Amir’s identity dilemma by utilizing the notion of Bhabha’s hybridity. This study adds to the conversation on race, identity, and modern theater by examining the psychological effects of cultural rejection and its structural injustice.

Inspiring Muslim Women of the Indian Subcontinent (1857-1947): A Study of Their Lives, Struggles, and Contributions

2025-01-18T21:31:37+02:00

The Indian subcontinent's fight for independence (1857-1947) witnessed profound social, political, and cultural changes, during which Muslim women encountered a variety of challenges, including patriarchal norms, colonial oppression, and the constraints of the purdah system. These barriers often hindered their educational opportunities, limited their public engagement, and reinforced gender-based roles. Despite such limitations, Muslim women played crucial roles in shaping the political and social climate of the era. This study delves into the lives, struggles, and significant contributions of these women, highlighting how they navigated and resisted societal constraints. It discusses influential figures like Begum Rokeya Sakhawat Hossain, Fatima Jinnah, Abadi Banu Begum, Rashid Jahan, and Ismat Chughtai, whose efforts in education, social reform, literature, and nationalist movements challenged the oppressive frameworks of their time. Through their work, these figures not only propelled the cause of Indian independence forward but also championed the rights of Muslim women and broader social reforms. This research seeks to illuminate their determination, agency, and impact, showcasing how Muslim women were integral to both the fight for national liberation and the pursuit of gender equality. By examining their contributions and the socio-political context in which they acted, this study emphasizes their essential place in the history of India’s independence and the progress of women's rights in the subcontinent.

The Simultaneous Decision-Making Process Regarding Schooling and Child Labour in Urban Households of the Zhob and Sherani Districts in Balochistan, Pakistan

2025-01-19T14:23:22+02:00

This research examines the simultaneous decision-making processes regarding education and child labour within urban households in the districts of Zhob and Sherani in Baluchistan. A questionnaire was employed to collect primary data to achieve the study's objectives. The analysis was conducted using the Sequential Probit Model. The specific aims of this study include investigating the supply-side factors influencing child labour in urban settings, particularly the relationship between parental decisions (to enrol their children in "school only," "a combination of school and work," "work only," or "neither school nor work") and four categories of socio-economic variables: child characteristics (including birth order, gender, age, and education of the child), head of household characteristics (such as gender, age, education, employment status, and income of the head of the household), parental characteristics (including the education, income, and employment status of both the father and mother), and household characteristics (comprising asset ownership, per capita household expenditure, family size, and the composition of the household, specifically the number of children under five years and those aged five to fifteen). The urban child population stands at 11.7 million, representing 28 % of the total child population, with urban child labour accounting for one-eighth of rural child labour. The findings indicate that child labour in these two districts is primarily driven by low income levels and poverty. Various factors significantly influence households' decisions regarding the allocation of children's time. A key finding of the study indicates that parents tend to favour their sons' education, highlighting the presence of gender bias within the educational system. If the effect of diminishing resources per child prevails, younger siblings (those of higher birth order) are likely to receive less educational support compared to their older siblings. Consequently, older children are more inclined to engage in work-only or school-only activities, while younger children are more often involved in school-only or no school-related activities. Children from female-headed households tend to combine both schooling and work. The education and employment status of the household head and parents adversely affect child labour, whereas they positively influence child education. Additionally, the size of the household shows a positive correlation with labour involvement and a negative correlation with educational attainment for children. The presence of literate adults in the home correlates positively with school-only activities and negatively with work-only and no school-no-work activities. However, the current study indicates that a male head of household has a favourable impact on child education. Women's participation in economic activities is limited due to various socio-cultural factors, resulting in lower income levels for females, which in turn diminishes the likelihood of children from female-headed households receiving adequate educational opportunities.

The Digital Duo: Exploring The Impact of AI Chatbots and Digital Marketing Strategies on Consumer Purchase Intentions in Pakistan’s E-Commerce Sector

2025-01-19T20:07:30+02:00

The rise of e-commerce in Pakistan has stimulated businesses. It has turned to new tools like AI chatbots and digital marketing strategies for increasing consumer participation and stimulating purchasing intent. The aim of this study is to inspect the purchase intention of consumers in the e-commerce sector of Pakistan. On the other hand, the impact of the factors of AI chatbot i.e. responsiveness, usability, perceived trust, responsiveness is explained. Satisfaction illustrates the mediating role of the customer. In the study, data were gathered from 254 respondents through an online survey. Data was analyzed for assessing structural relationships within the model by utilizing SmartPLS 4. The results of the study show that AI chatbots significantly influence purchase intentions of consume with perceived trust, responsiveness, and usability being the most influential factors. Among the strategies of digital marketing, social media is considered the most effective channel for nurturing purchase intent followed by content marketing. On the contrary, marketing through emails did not show a significant impact. Customer satisfaction mediates the relationship between the factors of AI chatbot and strategies of digital marketing with purchase intent. Particularly, through perceived trust and response to AI chatbots and social media for content marketing and digital strategies, however, usage and email marketing did not show any mediation effects. This research provides effective insights for e-commerce businesses in Pakistan. It sheds light on the essentialism of leveraging AI chatbot capabilities and tailored digital marketing approaches for increase customer satisfaction and ultimately purchase intent. As the sector of e-commerce continues to expand, businesses need to focus on such critical areas to remain competitive and meet evolving demands of consumers.

Enhancing Corporate Reputation and Brand Equity through CSR: The Mediating Influence of Consumer Trust

2025-01-19T20:39:33+02:00

The empirical foundation of this study is the perception of Pakistani retail banking industry customers as it relates to CSR initiatives and their effects on two crucial intangible assets and marketing outcomes: referred to as corporate reputation (CR) and brand equity (BE). Through the survey of banking consumers, it was possible to carry out the study with the help of 162 valid responses. To investigate the hypothesis, we applied structural equation modeling—statistical method. Moreover, CSR has a positive influence on the CR in the short and long run. Another finding made is the fact that CSR has no impact on Brand Equity (BE). Furthermore, it is also seen that mediating player trust has significant moderating effect on the relationship between CSR and brand equity and between CSR and corporate reputation. The argued evidence shows that a firm’s reputation and brand equity increases with improved consumers’ trust to the CSR programs. The implications of the results are significant for Pakistani retail banks and indicate that CSR activities can enhance institutions’ reputation.