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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 JOHN

Purpose: 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.

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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 JOHN

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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 IMRAN

The 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.

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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 KHAN

The 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.

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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.