Researches

Abstract Based on the Guest 1997 organizational outcome model, this explanatory study examined the effects of five dimensions of practices of HR. i.e. performance evaluation, recruitment& selection, compensation & reward, career opportunities within organization and training and development on proximal business outcomes (Flexibility and Quality of Operations). The study validates components of GUEST model by …

ENHANCEMENT OF OPERATIONAL PERFORMANCE THROUGHSTRATEGIC HRM PRACTICES: A CASE OF BANKING INDUSTRY Read More »

ABSTRACT Purpose:The conceptual framework based on a comprehensive literature review hypothesized that the perceived CSR of an organization may lead to the development of trust and commitment among the employees, which in turn may lead to the building of the corporate reputation of the organization. Along with that, the moderating effects of HRM practices and …

Role of Corporate Social Responsibility in Corporate Reputation via
Organizational Trust and Commitment Read More »

ABSTRACT Purpose – Social media has shown a substantial influence on the daily lives of students, mainly due to the overuse of smartphones. Students use social media both for academic and non-academic purposes. Due to an increase in the usage of social media, academicians are now confronting pedagogical issues, and the question arises as to …

Social media usage and academic
performance from a cognitive
loading perspective Read More »

Abstract Increasingly, firms’ social media (SM) use is on the rise; therefore, effective communication on SM remains a challenge for firms in the digital era. This study explores firms’ different SM engagements with respect to artificial intelligence (AI) and proposes an empirically validated model. A qualitative research design was adopted in which semi-structured interviews were …

The micro foundations of social media use: Artificial intelligence integrated routine model Read More »

ABSTRACT Neuromarketing, in the simplest terms, is the intersection of brain research and marketing. Neuromarketing combines cognition, technology, and marketing. Neuromarketing is a relatively young branch of marketing that examines how consumers react to marketing stimuli. The term “neuromarketing” refers to the use of neuroscience in the marketingprocess. This paper has examined the neuromarketing impact …

NEUROMARKETING – SEEING THE UNSEEN: EFFECT OF IN-STORE CATEGORY ARTWORK, STRUCTURES AND PACKAGING ON SHOPPER’S BUYING BEHAVIOR Read More »

Abstract Fake news and disinformation (FNaD) are increasingly being circulated through various online and social networking platforms, causing widespread disruptions and influencing decision-making perceptions. Despite the growing importance of detecting fake news in politics, relatively limited research efforts have been made to develop artificial intelligence (AI) and machine learning (ML) oriented FNaD detection models suited …

Detecting fake news and disinformation using artificial intelligence and machine learning to avoid supply chain disruptions Read More »

ABSTRACT Artificial Intelligence (AI) is a growing discipline in the Business field that is making inroads into the corporate world. Because of the concept’s intricacy, it’s critical to grasp what AI is and how it may be implemented into a company’s marketing processes. The study’s main aim was to use the information and insights congregated …

The use of Artificial Intelligence in the context of Business to Consumers Firms in Pakistan Read More »