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Item Impact of Digital Marketing on Customer Buying Intention: A Glimpse of Existing Literature(DEPARTMENT OF BUSINESS ADMINISTRATION KINNAIRD COLLEGE FOR WOMEN UNIVERSITY LAHORE,, 2023-06-13) SHEHLIZA JOHNPurpose: This systematic literature review examines the overall impact of digital marketing on consumer buying intention. Methodology: The review analyzes 30 research papers that investigate the relationship between digital marketing and consumer behavior. Findings: The findings suggest that digital marketing positively influences consumer buying intention, as it allows for better targeting, personalization, and engagement with customers. The review also identifies key factors that moderate the impact of digital marketing on consumer behavior, such as brand equity, perceived value, and customer relationship management. Originality: Unlike a traditional review paper this study classifies sample articles based on several parameters and depicts a graphical presentation of the findings to cover research gaps, avenues, evolving themes.Item Impact of Digital Marketing on Customer Buying Intention: A Glimpse of Existing Literature(DEPARTMENT OF BUSINESS ADMINISTRATION KINNAIRD COLLEGE FOR WOMEN UNIVERSITY LAHORE,, 2023-06-13) SHEHLIZA JOHNPurpose: This systematic literature review examines the overall impact of digital marketing on consumer buying intention. Methodology: The review analyzes 30 research papers that investigate the relationship between digital marketing and consumer behavior. Findings: The findings suggest that digital marketing positively influences consumer buying intention, as it allows for better targeting, personalization, and engagement with customers. The review also identifies key factors that moderate the impact of digital marketing on consumer behavior, such as brand equity, perceived value, and customer relationship management. Originality: Unlike a traditional review paper this study classifies sample articles based on several parameters and depicts a graphical presentation of the findings to cover research gaps, avenues, evolving themes.Item THE INFLUENCE OF DISCOUNT FRAMING TOWARDS BRAND REPUTATION AND BRAND IMAGE ON PURCHASE INTENTION AND ACTUAL BEHAVIOR IN E-COMMERCE(DEPARTMENT OF BUSINESS ADMINISTRATION KINNAIRD COLLEGE FOR WOMEN UNIVERSITY LAHORE,, 2023-06-13) SANIYAH IMRANThe purpose of this study is to analyze how Discount Framing affects Brand Reputation, Brand Image, Purchase Intention, and Actual Behavior in e-commerce. Discount framing is a marketing tactic that highlights a product's price cut, which can affect how people view a brand. There are numerous implementations of discount framing in the context of e-commerce that have an impact on both brand reputation and brand image. It has been observed that both of these two constructs influence consumer Purchasing Intention and Actual Behavior. There are, however, few research that look at the connection between consumers' Actual Behavior and how Discounts are framed in their buy intentions. This study's goal is to investigate how Discount Framing affects consumers' Purchase Intentions and Actual Behavior, which may be influenced by Brand Reputation and Brand Image. With 250 reliable sample data from respondents in the region Pakistan who had ever made purchases on different E-commerce sites. The study's findings indicate that brand reputation and brand image play a role in how discount framing affects both Purchase Intention and Actual Behavior.Item THE INFLUENCE OF GREEN HRM PRACTICES ON EMPLOYEE RETENTION: THE MEDIATING EFFECT OF EMPLOYEE OWNERSHIP.(DEPARTMENT OF BUSINESS ADMINISTRATION KINNAIRD COLLEGE FOR WOMEN UNIVERSITY LAHORE,, 2023-06-13) HUDA RAZA KHAN, SAMEEN RAZA KHANThe thesis explores the influence Green Human Resource Management (Green HRM) practices; green involvement, green training & development and green performance management, hold over employee retention in Pakistan’s organizations with mediating effect of employee ownership. The research was done on corporate world. The study is based on survey of employees from various companies. After carefully reviewing existing literature, the survey was designed. These surveys were distributed to 230 employees, and 200 of those responses were selected for further consideration. The examining technique was comfort based inspecting and the time skyline was a single shot cross sectional review. The individual Pakistani employees who are familiar with Green HRM were the intended audience. We tested the relationships between the variables under study using the two well-known statistical tools, Process Hayes and SPSS, as soon as the data for the analysis was gathered. Recurrence and level of reactions, mean of factors, unwavering quality investigation, correlation test and relapse examination occurred on the information we assembled. The hypothesis was tested by running the research model three times on Process Hayes for model number 4. As per the findings Green HRM practices exhibit positive and significant relationship with employee retention, as of all the hypotheses are supported by the data. The study emphasizes the significant mediation function played by employee ownership. Green HRM practices and employee retention appear to be linked, according to the findings. Employees in particular, are more likely to remain with their green employer than those who do not believe to have robust Green HRM practices. Additionally, employee ownership was found to mediate this relationship, indicating that employees' sense of ownership over their company partially accounts for the positive influence of Green HRM practices over retention. The investigation likewise discovered that various components of Green HRM rehearse varyingly affect worker maintenance. Training and development opportunities, for instance, were found to have the greatest impact on employee retention. A new avenue is opened by examining the significance of Green HRM in the corporate sector. Overall, the findings suggest that employee ownership plays a interceding job in the connection between employee retention and Green HRM practices. This study has important repercussions for current and future research in this field, as well as for businesses looking to boost sustainability efforts and retain staff.Item IMPACT OF INFLUENCER MARKETING ON CONSUMER PURCHASE INTENTION OF ORGANIC SKINCARE PRODUCTS(DEPARTMENT OF BUSINESS ADMINISTRATION KINNAIRD COLLEGE FOR WOMEN UNIVERSITY LAHORE,, 2023-06-13) AYESHA IFTIKHAR, KHADIJA ADNAN, NOOR AMJAD,This study aims to investigate the relationship between influencer marketing and the purchase intention of customers of organic skincare products. The current study also explores the mediating roles played by brand awareness and brand reputation and the direct relationship that exists between influencer marketing and purchase intention. To test these relationships, survey questionnaires were distributed amongst individuals between the ages of 16 and 45, presently situated in Pakistan. Additionally, for the purpose of this research’s authenticity, only those individuals were asked to fill out questionnaires who use social media websites and purchase skincare products having organic content. A sample of 230 consumers was chosen and data was collected through the application of the convenience sampling method. Once the data was collected, an analysis was conducted with the help of Statistical Package for the Social Sciences (SPSS) software and PROCESS macro model developed by Andrew Hayes. Both SPSS and PROCESS macro model are statistical tools that were used here for the analysis of data collected and for conducting different tests on the data generated though the responses collected from respondents of the sample. Reliability, correlation, and regression analysis were carried out on the collected data for data analysis purposes. Along with these, a double mediation model (Model 4) was performed on the data to test the hypotheses included in the study. The results of the analysis revealed that four out of five of the initial hypotheses had proven to be correct with support from the data analysis. Additionally, supporting literature was found for all the hypotheses supported and not supported as a result of the data analysis. Due to time and cultural restraints, there were some limitations. However, for future research, we recommend carrying out the longitudinal style of study for observing customers in a longer time span and for engaging with customers in different regions and areas while employing the use of simple random sampling technique to make the sample more representative of the entire population of the country. The current study not only assists already existing literature but also widens the range of factors that can affect consumer purchase intention in the organic skincare industry. The study enhances knowledge and understanding of the variables and the relationships between them. The research can help marketers understand and apply the new influencer tools and techniques for increasing brand awareness, uplifting brand reputation, and enhancing the intention to purchase among potential customers. The results of this study can help in coming up with effective and efficient strategies that can be used to encourage brands in using influencer marketing as a means of increasing brand awareness and brand reputation. Through this study, we aim to encourage researchers from different fields to explore the increasing trend of influencers and how they can help brands, not only in the Pakistani organic skincare industry but, in other sectors as well for building up a brand and making it more well-known in the market for its products. The usage and implementation of this trending marketing tool requires further research as its applications vary from industry to industry and from brand to brand depending upon need and characteristics of promotional activities.Item ROLE OF MANAGERIAL SUPPORT ON CAREER COMMITMENT(DEPARTMENT OF BUSINESS ADMINISTRATION KINNAIRD COLLEGE FOR WOMEN UNIVERSITY LAHORE,, 2023-06-13) QUDSIA AMJAD AWAN, MOMINA PIRZADA, MUNEEBA NAVEED, NAMEERA NAEEMThe influence of managers on employees' career commitment has gained considerable attention in recent years, as it significantly impacts long-term success and job satisfaction. This study investigates the relationship between managerial support and employee career commitment, while considering the mediating effects of employee learning and self-efficacy. Specifically focusing on the telecommunication industry, the research aims to explore the role of managerial support in fostering career commitment among employees. The ultimate objective is to encourage managers to actively support the career development of their staff, leading to a more engaged and effective workforce. Drawing on surveys and interviews conducted with a sample of telecommunication industry workers, this study collects quantitative data to examine the impact of managerial support on employees' career growth and its potential to enhance their learning. The findings highlight the significance of managerial support in providing employees with the necessary tools and opportunities to expand their knowledge and skills. Moreover, the research explores how employee self-efficacy, supported by managerial guidance, can further contribute to career commitment. The results demonstrate that managerial support acts as a motivational factor, positively influencing employee self-efficacy. It provides recommendations on how managers can better support employee career development and cultivate a learning culture in the workplace. By acknowledging the critical role of managerial support, organizations can foster an environment that encourages continuous learning and career commitment among employees.Item ANTECEDENTS OF EMPLOYEE TURNOVER: THE ROLE OF PROMOTIONAL STRATEGIES(DEPARTMENT OF BUSINESS ADMINISTRATION KINNAIRD COLLEGE FOR WOMEN UNIVERSITY LAHORE,, 2023-06-13) Mahreen Durrani, Mariam Ejaz Samma, Ruhaab ManzarEmployee turnover has significant implications for organizations, including increased costs associated with recruitment, training, and loss of experienced employees. This study aims to explore the antecedents of employee turnover, specifically focusing on the role of promotional strategies. The research investigates the factors that contribute to employee turnover, such as dissatisfaction, lack of support, emotional burnout, biased promotions, inadequate training, and poor communication within the organizational hierarchy. The study also examines the impact of promotion-focused strategies on reducing turnover by enhancing employee motivation, productivity, and loyalty. The study adopts a comprehensive approach to understand the relationship between turnover and promotional strategies in the context of call centers. By analyzing the antecedents of turnover intention, this research provides valuable insights for organizations to address the underlying factors that contribute to turnover and implement effective strategies to reduce turnover rates. Data was collected from 295 call center employees from various private call centers. The research design of this study was non- experimental, quantitative and correlational in nature. The findings validated several hypotheses, including the positive link between emotional labor strategies and emotional burnout, the association between burnout and employee incivility, and the positive relationship between employee incivility and turnover intention. Nevertheless, the findings confirmed the positive relationship between regulatory focus strategies and service performance, the negative association between service performance and turnover intention, and the positive link between customer incivility and emotional burnout.Item IMPACT OF WORK-LIFE CONFLICT ON TURNOVER INTENTION: A SEQUENTIAL MEDIATION ANALYSIS(DEPARTMENT OF BUSINESS ADMINISTRATION KINNAIRD COLLEGE FOR WOMEN UNIVERSITY LAHORE,, 2023-06-13) Mah-E-Arzu, Hafiza Ayesha Shafiq, Bakhtawar SarfarazTurnover intention in academic organizations refers to an employee's intention to leave their current position or organization voluntarily. This can be due to a variety of factors such as job dissatisfaction, lack of opportunities for growth and development, and poor work-life balance. High levels of turnover intention can have negative effects on organizational performance and can lead to a loss of talent and expertise. Addressing the underlying causes of turnover intention and implementing strategies to retain employees can help academic organizations maintain a productive and committed workforce. The main purpose of current studies is to examine the relationship between work-family conflict, turnover intention, psychological contract, and job satisfaction in the private educational sector. The study was conducted with a sample of 348 employees from private educational institutions. The research design of this study was non-experimental, quantitative, and correlational in nature. The researchers collected data in non-contrived settings. The results indicate that Work family conflict has a negative and insignificant relationship with turnover intention. However, sequential mediation analysis reveals that Work-family conflict has a significant indirect effect on turnover intention through psychological contract breach and job dissatisfaction. Our findings support the hypothesized model and suggest that when employees experience Work-family conflict, it can lead to a violation of the psychological contract and decrease their job satisfaction, which in turn increases their intention to leave the organization.Item CONSUMER PURCHASE INTENTION: A BIG CHALLENGE FOR PIZZA HUT(DEPARTMENT OF BUSINESS ADMINISTRATION KINNAIRD COLLEGE FOR WOMEN UNIVERSITY LAHORE,, 2023-06-13) KAINAT NASIR, ZOHAA ABIDPizza Hut is facing increased competition over the past few years due to which consumer purchase intention become a challenge for Pizza Hut. The primary aim of this research is to explore which factors became the cause of purchase intention. The intention of the current research was to understand the factors affecting the customers purchase intentions towards Pizza Hut. This study analyzes how the factors affect the customers in purchasing the Pizza Hut’s products. Other main reason to carry out this research is to know whether Brand experience and Customer engagement satisfy customer requirements or not. Brand experience supports clients to foster a positive or negative position toward the brand, considering that it includes mentalities, decisions, and different parts of consumer behavior. Brand experience in its easiest structure can be characterized as a bunch of factors that all in all shape the attitude of clients toward a product or service. The brand identity is a lengthy process that involves the target market to be identified and required deep knowledge to understand the preferences of customers. These all factors when combined better analyze the purchase intention of the customer. Purchase intention is responsible in determining if a product meets customers’ expectations and need to further explore their assessment on goods and services. More importantly, purchase intention is the key to promote a long-term business success which helps to keep customers and collect customer lifetime value. It is important to determine purchase intention because it is hard to assess customers’ expectations. From past few years Pizza Hut has not remain popular among the people and the reasons of their decline are numerous such as quality, taste, customer satisfaction, basically they are unable to meet the customers requirement, instead of buying from pizza hut, the loyal customers of this brand have changed their buying behavior and shifted to other various pizza brands such as Dominos etc. This study will identify the root causes of this downfall and help them to understand the customer needs. To identify the root cause this study uses descriptive research that employs quantitative data. It is being carried out in order to gather information on the factors that influence customer purchase intention towards Pizza Hut in Lahore. Questionnaires were distributed to 360 Pizza Hut consumers in Lahore where 300 consumers responded to the survey (response rate is 83.3%). The SPSS statistic is used to examine the data analysis procedure for this study. Several approaches were used to test the data. At the end results identified that all factors were significant towards consumers purchase intention. There is also a discussion of the theoretical and practical implications. The study concludes with limitations and future directions.Item THE IMPACT OF CORPORATE GOVERANCE ON EXPORT DECISIONS WITH THE MODERATING ROLE OF FINANCIAL CONSTRAINTS(DEPARTMENT OF BUSINESS ADMINISTRATION KINNAIRD COLLEGE FOR WOMEN UNIVERSITY LAHORE,, 2023-06-13) INSHA GHAFOOR, MAHNOOR KHALID, MEHREEN SULTAN, MAHNOOR MUNAWARThis study aims to explain the role of corporate governance on exports decisions with the moderating role of financial constraints. In this research we observed the way corporate governance is affecting exports decisions of Textile sector of Pakistan. Textile firms that were listed in Pakistan Stock exchange were used as a sample for the time period of 2017-2021. The study has used secondary data. Study finds that textile firms of Pakistan with high audit disclosure have high exports. Exports of textile firms tend to increase when proper rules and regulations are being followed. Financial constraints restrict and put negative impact on exports of textile firms of Pakistan. Corporate Governance six indexes were measured which include (structure of board, ownership structure, disclosure and transparency, audit committee, remuneration committee and right of shareholders). Financial constraints five indexes were incorporated (firm size, dividend payout, age of firm, leverage and Kz index). CGI has positive and significant relationship with exports this means that indexes of corporate governance move the firm towards internationalization. Moreover, Total CGI has positive relationship with exports. High CGI have high exports and vice versa. Corporate governance with financially unconstraint firms is also moving the firms towards internationalization. Financial constraints do hinder firm’s performance and decrease exports of textile firms in Pakistan.Item Do green HRM practices enhance green motivation and proactive environmental management maturity in IT Industry?(DEPARTMENT OF BUSINESS ADMINISTRATION KINNAIRD COLLEGE FOR WOMEN UNIVERSITY LAHORE,, 2023-06-13) HIBA MAJIDAs the impact of business operations on the environment becomes increasingly apparent, there is growing interest in understanding how green HR practices can influence employee environmental performance. This study examines the relationship between green HR practices and employee environmental performance, with a focus on the mediating effects of green motivation and proactive environmental management maturity. A survey was conducted among employees in the IT industry, and data were analyzed using confirmatory factor analysis and partial least square structural equation modeling. Results indicate that green HR practices are positively and significantly related to green intrinsic and extrinsic motivation and proactive environmental management maturity. Furthermore, green motivation is significantly and positively linked to employee environmental performance. While proactive environmental management maturity is positively related to employee environmental performance, no significant mediating effect was found in the proposed associations. This study contributes to the literature by shedding light on the relationship between green HR practices, green motivation, proactive environmental management maturity, and employee environmental performance in the context of the IT industry.Item FACTORS INFLUENCING THE PURCHASE INTENTION TOWARDS SUSTAINABLE FOOD CONSUMPTION(DEPARTMENT OF BUSINESS ADMINISTRATION KINNAIRD COLLEGE FOR WOMEN UNIVERSITY LAHORE,, 2023-06-13) HEENA NAUMAN & TAYYABA NOORThe aim of this study is to observe the effect of Health Consciousness, Economic Factors and Environmental Factors on the Purchase Intention of consumers towards sustainable food consumption. The study also explores the mediating role of Consumer Attitude between these factors and the purchase intention. Therefore, to test these relationships, an online questionnaire survey was conducted amongst random consumers. The data was collected by distributing an online questionnaire through convenience sampling technique and, a sample of 220 respondents was chosen. The collected data was analysed using SPSS and PROCESS Hayes. These two statistical tools aided in carrying out the reliability analysis, correlation and regression analysis on the sample data. Moreover, PROCESS Macro Model 4 (mediation) was used to test the hypotheses. The results supported eight out of nine hypotheses, indicating that Consumer Attitude positively and significantly mediates the relationship between Health Consciousness, Economic Factors and Environmental Factors, and Purchase Intention. Moreover, it also showed that Health Consciousness and Environmental Factors positively and significantly impact Purchase Intention towards sustainable food consumption. The data did not support one hypothesis stating that Economic Factors positively and significantly affect Purchase Intention towards sustainable food consumption. The current study contributes to the existing literature regarding factors influencing sustainable food consumption. It also has theoretical implication and practical implications for marketers and manufacturers operating in the food industry. Insightful conclusions have been drawn that can be implemented by marketers to significantly increase consumers’ intention to purchase sustainable food by creating awareness regarding items that appeal to consumers who fit the criteria; consumers who are health conscious, consumers who are price conscious and most important, people who are concerned about environmental factors.Item CELEBRITY ENDORSEMENTS LEAD TO IMPULSE BUYING: MYTH OR REALITY?(DEPARTMENT OF BUSINESS ADMINISTRATION KINNAIRD COLLEGE FOR WOMEN UNIVERSITY LAHORE,, 2023-05-17) ZAINAB SAJJAD, FATIMA ANWAR, SOFIYA ASIF KHANThe study aims to investigate whether celebrity endorsement leads to impulse buying, and if so, to what extent. The objectives of the research are to study in depth the impact of celebrity attractiveness, familiarity, and trustworthiness on consumer brand perception, and the effect of brand perception on brand credibility. Additionally, the study investigates the connection between brand credibility and impulse buying, and whether consumer brand perception and brand credibility mediate the relationship between celebrity endorsement and impulse buying. The sample size is 262 individuals. Data is gathered and analyzed through survey questionnaires for this study. Data is analyzed using SPSS to identify, investigate, and describe the relationship between the study variables. The study's findings lend credence to the idea that celebrity endorsements can lead to impulse buying. By examining the role of consumer brand perception and brand credibility, the study finds that these variables play a crucial role in mediating the significance between celebrity characteristics such as attractiveness, familiarity, trustworthiness, and impulse buying. The study is relevant to companies and marketing practitioners who use celebrity endorsement as a marketing tool and to consumers who need to understand the effect of celebrity endorsement on consumer purchasing decision and behaviour.Item ANTECEDENT OF BRAND LOYALTY: A CASE OF PAKISTAN AIRLINE INDUSTRY(DEPARTMENT OF BUSINESS ADMINISTRATION KINNAIRD COLLEGE FOR WOMEN UNIVERSITY LAHORE,, 2023-05-15) ESHA ASIF & LAIBA ZULFIQARNowadays, when customers make their choices on any company’s products or services, they take into account their perceived past experience such as product/service quality, packages, attributes, etc. Brand Experience is an important variable in building brand loyalty and customer satisfaction. Another variable based on brand experience is brand trust. For the business to compete in a cutthroat market, retaining and maintaining customer loyalty to the brand loyalty is crucial (Heskett, 2002). This study would contribute and give assistance to the Pakistan airline industry in emerging future strategies on how to enhance brand loyalty. This research aims to find out the antecedents of brand loyalty in the Pakistan airline industry. Previous studies on brand relationships had a tendency to ignore the mediators between brand experience and brand loyalty. Hence the primary aim of this research is to examine the mediating role of customer satisfaction and brand trust on the brand experience and brand loyalty relationship. In order to collect data from airline passengers for this study, convenience sampling and a quantitative research approach have been selected. For this purpose, a total of 297 valid questionnaires were collected from customers who had experienced the Pakistan Airlines services. The SPSS21 program was used in the analysis of the data. The findings of this research recommended that customer satisfaction positively and significantly mediates the relationship between brand experience and brand loyalty in the Pakistan airline industry. Besides, brand trust was found to has a positive and significant mediating effect on the relationship between brand experience and brand loyalty in the Pakistan airline industryItem UNDERSTANDING CUSTOMER E-LOYALTY THROUGH THE LENS OF E-SERVICE QUALITY: A PERSPECTIVE FROM THE SKINCARE INDUSTRY OF PAKISTAN(DEPARTMENT OF BUSINESS ADMINISTRATION KINNAIRD COLLEGE FOR WOMEN UNIVERSITY LAHORE,, 2023-05-17) ESHA AMIR , RAFIA SALEEM, ROHEEN AHMAD, ZAINAB MANZOORAccording to multiple research findings, a business's profitability is directly impacted by customer’s e-loyalty. Due to the intense competition created by the rapid expansion of online retailing, businesses must ensure that their customers continue to be devoted to them for their next purchase to make businesses profitable. Our study explores the influence of e-service quality factors on customer’s e-loyalty with the reference to organic skincare industry of Pakistan. This research follows a quantitative approach and utilizes a survey questionnaire as the primary tool for data collection. The survey is administered to customers of selected skincare brands in Pakistan. Non-random convenience sampling is used for the selection of the desired sample. A total of 300 questionnaires were distributed among customers to get the desired number with accurate and reliable data. We have used SPSS to analyze the results of our research. Cronbach’s alpha value for all our study variables was found to be above 0.7. The results of the correlation analysis indicate a statistically significant association between three variables, namely customer e-loyalty (CEL), customer satisfaction and e-service quality. The regression analysis disclosed that the factors of e-service quality that include reliability, customer service and security/privacy which have shown to have positively affected customer satisfaction and CEL. It is suggested that skincare brands prioritize improving these factors in their online services. The relationship between the variables of our study was also explained with the help of planned behavior theory. This theory supports the relationship between e-service quality, customer satisfaction and CEL, by proposing that e-service quality can influence attitudes, perceived behavioral control and subjective norms, sequentially affecting the intentions of consumers to remain loyal and overall satisfaction with the e-service. The study recommends investigating the effects of post-purchase activities such as customer services and customer relationship management: as this plays a crucial role in shaping CEL towards brands. Additionally, exploring cross-cultural differences can provide valuable insights into the determinants of CEL, as customer satisfaction and e-loyalty are influenced by varying social norms, values, and preferences.Item STUDY OF CONSUMER BEHAVIOR TOWARDS GREEN MARKETING(DEPARTMENT OF BUSINESS ADMINISTRATION KINNAIRD COLLEGE FOR WOMEN UNIVERSITY LAHORE,, 2023-06-16) NIDA SHABBIRWhen the goods are eco-friendly and readily available then consumers first examine various aspects of the products before buying. Firms should concentrate their energies on producing environmental friendly goods that meet consumers' needs while still helping them to earn long-term profits. This leads the customers to make purchase decisions based on their green conceptions. So, this study aims to examine the factors that are influencing green purchase decisions. Green skepticism basically has reduced the consumer’s ability of having proper true information about the product due to which they are not able to comprehend any of the changes in the economy. Environmental concern is something that is related to the perception about green market products. It is because environmental concern does affect the green purchase decisions indirectly through the perception that consumers have about green products which obviously affects the green purchase decisions. Coming to the other variable which is exposure to green marketing it actually promoted the concern of consumers of buying more environmentally friendly products because maybe they are more worried about the society or maybe they have more awareness than the other people. The target population includes male females from 15 to 31 years. Our target population possesses different educational backgrounds. The sample size is 300 and we have got 100 percent response rate by taking maximum responses. Cronbach’s alpha was used to check the reliability of questionnaire. Raw data was collected and descriptive and inferential statistics that includes Pearson correlation and multiple were used. We developed hypothesis through these testing techniques. According to the results drawn, independent variable that is environmental concern has significant influence on dependent variable that is green purchase decision. On the other hand, the independent variables that are exposure to green marketing and green skepticism do not have any significant influence on green purchase decision.Item FACTORS AFFECTING CONSUMER PURCHASE INTENTION: A CASE STUDY OF METRO SHOES(DEPARTMENT OF BUSINESS ADMINISTRATION KINNAIRD COLLEGE FOR WOMEN UNIVERSITY LAHORE,, 2023-05-17) AREESHA RAWEENThis study was conducted to examine the impact of social media advertising upon customer purchase intention, given the involvement of brand preference and brand image as the mediators. The technique used for the study was convenience sampling. This research was carried out with the goal of gathering data and analyzing information in order to determine the causes of a decline in the purchase intention of consumers of Metro Shoes Pakistan. The inquisition explores a relationship between the study variables and their influence on the Metro Shoes Pakistan and how these variables affected the overall image of the brand associated with the social media advertising. Customer purchase intention is the key to promote a long-term business success which helps to keep customers and collect customer lifetime value. It is important to determine purchase intention because it is hard to assess customers’ expectations. The intention behind the study caters to the greater impact of social media marketing on the customers. The data collection method was constituted through an online survey questionnaire (response rate is 90.9%). This research study used descriptive research that employed quantitative data for analysis. The target population were those customers who have connected with and visited the web-based media platforms of Metro Shoes in Pakistan. The collected data was tested with the use of SPSS. Cronbach’s alpha was used to check the reliability among items of the scale variables used in the study. The findings showed that all the hypotheses are supported. The results of the sequential mediation analysis and previous research support that enhanced social media advertising positively impacts customer purchase intention and brand preference and brand image have a considerably positive impact on customer purchase intention. At the end results identified that all factors were significant towards consumers purchase intention. Research discovers a strongly positive and significant relationship between the variables that are social media advertising, brand preference, brand image and customer purchase intention in the targeted sample of customers. The results also present the presence of significant and positive sequential mediation. There is also a discussion of the theoretical and practical implications. The study concludes with limitations and future directions along with recommendations. Moreover, this research will help the brand under study to engage in enhancing their social media advertising to become the ultimate choice of preference of consumers.Item FACTORS AFFECTING INTENTION TO STAY: A CASE OF HEALTHCARE WORKERS(DEPARTMENT OF BUSINESS ADMINISTRATION KINNAIRD COLLEGE FOR WOMEN UNIVERSITY LAHORE,, 2023-06-15) ADEENA LIAQAT, FAIZA MUSLIM, HUREEM SAJIDCHAPTER1: Healthcare workers (HCWs) include medical professionals such as doctors, nurses, and pharmacists, who play significant roles in maintaining and improving the physical and emotional well-being of people. (Anand & Bärnighausen, 2012). Their services encompass prevention, diagnosis, and treatment of diseases, technical consultations, physical and psychological, conclusive tests, surgical and curative treatments (Shi & Singh, 2015). HCWs facilitate precautionary measures against infectious diseases, either in the form of vaccination programs, identification of infected people or reinforcing safety protocols (Kruk, Gage, Joseph, & Danaei, 2018). They are responsible for offering patient-focused or family-centered care, which promotes shared decision-making and collaboration between patients and healthcare providers for developing a comprehensive and customized care plan (Institute of Medicine, 2001). Educating and informing on healthier eating habits, and contributing to the advancement and development in medical science are their fields of expertise (National Academies of Sciences, Engineering, and Medicine, 2020)............