Market Forces
type: channel
description: About the Journal Market Forces is a bi-annual HEC recognized (Y-category) research journal published by the College of Management Sciences. The journal is internationally abstracted and indexed by Ulrich, Crossref, EuroPub, WorldCat, Directory of Open Access Journals (DOAJ), OCLC, SIS, Google Scholar and Citefactor. Market Forces has an advisory and review board consisting of distinguished professionals from leading institutions in Pakistan and aboard. The journal publishes research papers, case studies, book reviews, policy papers and conference reports in the domain of management, marketing, finance, accounting, economics, supply chain management and contemporary issues. Market Forces has received wide acclaim from academic and research circles internationally and in Pakistan. Manuscript Submission Guidelines The authors are requested to submit their manuscripts as per the following guidelines: 1. Use the Times New Roman font style with 12 points and double spacing. 2. The manuscript should be of approximately 5000 to 7000 words. 3. Illustrations/tables or figures should be numbered consecutively in Arabic numerals and should be inserted appropriately within the text. 4. The first page of the manuscript should contain the Title, name(s), email addresses and institutional affiliations of all the authors. 5. The manuscript must include an abstract of around 300 words. 6. All the text citations, references and tables should be in accordance with the APA format. 7. The manuscript should adhere with all the relevant guidelines in the APA publication manual. 8. The manuscript must avoid all forms of plagiarism and abide by ethical guidelines discussed in the APA publication manual. 9. The authors can submit their manuscript through email at editorialboard@kiet.edu.pk or through the Journal's webpage at http://www.kiet.edu.pk/marketforces/index.php/marketforces Review Policy & Procedures 1. All manuscripts are screened for plagiarism as per HEC guidelines. 2. All manusc…
publisher: Karachi Institute of Economics & Technology
language: en
publication name: Market Forces
issn: 1816-8434
copyright: Copyright of all the submissions to the Market Forces will remain to the contributors. Anyone is allowed to distribute, remix, tweak, and build upon his/her work, even commercially, as long as it is credited/cited to the original contributors of the Market Forces.
items: Work–Life Balance, Career Development, Leadership, and Engagement as Predictors of Employee Retention: The Moderating Role of Perceived Organizational Support and Organizational Commitment.
items: The Impact of Brand Equity Dimensions on Consumer Buying Behavior: The Moderating Roles of Trust, Loyalty, and Price Sensitivity
items: Antecedents to trust and a Moderating role of website quality and online shopping Experience
items: Factors Influencing Job Satisfaction of Healthcare Professionals in Karachi
items: A Moderating and mediating model of innovation performance.
items: Digital Entrepreneurship in SMEs during Crisis: The Role of Entrepreneurial Orientation and Opportunity Evaluation
items: Developing a Framework for Ethical Leadership in SMEs in Zimbabwe.
items: Conspicuous Consumption and Emotional Drivers: Understanding Repurchase Intention through Pleasure, Guilt, and Arousal in Karachi, Pakistan
items: Impact of Emotion and Social-Commerce Factors Affecting Intention to Purchase Healthcare Products: The Mediating Effect of Trust
items: The Nexus Between Sustainable Business Performance and Green HRM in Mediation with Green Innovation & Moderation of Organizational Support & Data-driven Culture
items: The Influence of Green Marketing, Green Products, and Green Brand Image on the Purchasing Behavior of Healthy Women Green Product
items: Financial Well-being among Generation Y: Exploring the Impact of Financial Awareness, Experience, Skills, and the Roles of Financial Capability and Self-Control.
items: Effect of Green HRM Practices on Sustainable Performance: Mediating Role of GSCM Practices.
items: Factors Affecting Passenger Attitudes towards Low-Cost Carriers
items: Digital Alchemy: Unraveling the Moderating Roles of Digital Literacy and Employee Engagement
items: Antecedents to attitudes toward Green buying and the Moderating Role of Green Efficacy
items: The Analyzing Antecedents of Project Success and the Moderating Roles of Emotional Intelligence and Conflict Resolution
items: Determining the Factors Affecting Online Purchasing Behavior from the Perspective of Motivated Consumer Innovation: The Case of Electronic Goods Industry
items: Examining the Influence of Product Quality, Pricing, and Service Quality on Customer Satisfaction: Exploring the Moderating Role of Customer Value
items: Factors Affecting Patients' Support and Satisfaction; Investigating A Mediating Role of Patients’ Empowerment
items: The Effects of Social Media Influencers' Self-Disclosure, Source Credibility, and Parasocial Relationships on Brand Trust and its Consequences
items: Antecedents to Para Social Relationship and its Moderating Effect on Purchase Intention and eWOM
items: The Effect of Social Media Influencers on Brand Trust and the Moderating Role of Brand Reputation on Brand Commitment and Brand Loyalty
items: Antecedent to Green Creativity and the Moderating Role of Green Intrinsic Motivation and Green Autonomony Affilia
items: Tourism in Pakistan is not Achieving Its Real Potential Due to a Lack of Infrastructure and Promotion
items: The Impact of International Trade on Income Inequality: The Case of Germany
items: Gender Differences in Response to Digital Marketing: Analyzing Purchase Intentions and Behaviors
items: Antecedents to Firm Performance and the Moderating Role of Environment Turbulence
items: Impact of Social Media Opinion Leaders Influencers on Individual Consumption Decisions of Visually Conspicuous Products
items: Time is money: A Conditional Mediation Analysis of Ad Value Moderated by Time Spent on YouTube

Work–Life Balance, Career Development, Leadership, and Engagement as Predictors of Employee Retention: The Moderating Role of Perceived Organizational Support and Organizational Commitment.
type: item
description: The need to retain employees has become a strategic priority for companies due to high turnover and labor market competition. Grounded in the Social Exchange Theory, this study is one of the few empirical studies that examined the connections among work-life balance, career development opportunities, leadership style, and employee engagement with employee retention, including two moderating variables: perceived organizational support (POS) and organizational commitment (OC). The data were collected using a structured questionnaire sent to employees working in various organizations. In the analysis of data. The study used “Partial Least Squares- Structural Equation Modeling (PLS-SEM)”. The empirical evidence of this study suggests that all four independent variables exert a positive and significant influence on employee retention. Employee engagement is the most significant. Moreover, perceived organizational support (POS) serves as a moderator, amplifying the association between employee engagement and retention, underscoring its importance in supporting this connection. Nonetheless, there is no significant moderating effect of organizational commitment on the relationship between leadership style and employee retention. The results of this study are relevant to the theoretical knowledge of retention by both confirming the applicability of social exchange mechanisms and also showing the weak moderating power of organizational support and commitment in some relationships. In practical terms, the findings have significant managerial implications, highlighting the need for organizations to prioritize improving employee engagement, building meaningful career development opportunities, and fostering supportive leadership and organizational support systems to enhance employee retention.
subject: Articles
  topic: section
subject: Employee retention, work–life balance; career development, leadership style; employee engagement, organizational commitment; perceived organizational support. and Social Exchange Theory
  topic: keywords
creator: Khurram Adeel
creator: Muhammad Khalique
rights: Copyright (c) 2026
date: 2025-12-31
publication date: 2025-12-31
starting page: 31
ending page: 54
doi: 10.51153/mf.v20.i2.729

The Impact of Brand Equity Dimensions on Consumer Buying Behavior: The Moderating Roles of Trust, Loyalty, and Price Sensitivity
type: item
description: Consumer buying behavior knowledge helps in understanding how and why people make purchase decisions. It also helps firms to make better marketing strategies in the context of product development and customer satisfaction. Given its importance, we developed a model that uses three predictors (brand image, perceived quality, and emotional attachment) and three moderators (consumer trust, brand loyalty, and price sensitivity). The dependent variable in this study was consumer buying behavior. The study distributed 350 questionnaires and received 300 completed questionnaires. All constructs and items used in this study were adapted from prior studies. The study used smart PLS for statistical analysis. We develop six hypotheses. Five were accepted, and one was rejected. The result supported Hypothesis 1: Brand image positively affects consumer buying behavior. We also found support for Hypothesis 2: Perceived quality affecting consumer buying behavior. Similarly, we found support for Hypothesis 3: Emotional attachment promotes consumer buying behavior. We also found support for Hypothesis 4: Consumer trust moderates the relationship between brand image and consumer buying behavior. We also accepted Hypothesis 5: Brand loyalty moderates emotional attachment and consumer buying behavior. We rejected Hypothesis 6: Price sensitivity moderates emotion attachment and consumer buying behavior. All the results of our study align with the past literature.
subject: Articles
  topic: section
subject: Brand image, perceived quality, emotional attachment, consumer buying behavior, consumer trust, brand loyalty and price sensitivity and brand loyalty.
  topic: keywords
creator: Saleem Ahmed
creator: Faraz Ahmed Wajidi
creator: Talat Behzad
rights: Copyright (c) 2026
date: 2026-12-31
publication date: 2026-12-31
starting page: 55
ending page: 78
doi: 10.51153/mf.v20.i2.728

Antecedents to trust and a Moderating role of website quality and online shopping Experience
type: item
description: In the present era, due to the diffusion of technology, internet usage has increased substantially. As a result, consumers' online purchase intention increased substantially. This study examined the impact of four antecedents on trust and the impact of trust on online purchase intention. The study also examined the impact of trust on online purchase intention. And the moderating role of website experience on trust and online purchase intention. The study collected 336 samples using convenience sampling. We found that all six articulated hypotheses were accepted. These findings align with past studies. The study found that brand engagement positively affects trust. Perceived security promotes trust. Fashion innovation positively affects. Social motivation is positively associated with trust. Trust and online purchase intention are positively associated. Website experience moderates the relationship between trust and purchase intention. Given the importance of the website, we recommend that online vendors improve the quality of their websites. In this context, the vendors ensure that their webpages are user-friendly. Moreover, they communicate to consumers that their personal and financial data are secure. And they don’t share their data with others. This study underscores that trust is both a mediator and a prerequisite in the online purchase decision-making process. Perceived service quality plays a central role in fostering trust, while perceived risk serves as a significant moderator that may amplify or diminish the effect of trust on purchase intention. Findings also show that consumers increasingly rely on website design, user experience, online reviews, and brand familiarity to assess credibility. Moreover, the study highlights the broader impact of digitalization, where consumers are becoming more informed but also more cautious. Future strategies should emphasize not only technological efficiency but also emotional and relational engagement to compensate for …
subject: Articles
  topic: section
subject: Brand engagement, perceived security, fashion innovativeness, social motivation, trust, online purchase intention
  topic: keywords
creator: Seema Dero
creator: Mirza Imtiaz Askar
rights: Copyright (c) 2026
date: 2026-12-31
publication date: 2026-12-31
starting page: 103
ending page: 122
doi: 10.51153/mf.v20.i2.711

Factors Influencing Job Satisfaction of Healthcare Professionals in Karachi
type: item
description: Past studies have shown that employee job satisfaction is essential to organizational performance and low turnover across all business sectors, including health care. In this paper, we examined the impact of six antecedents (i.e., compensation and benefits, work environment, job autonomy, work–family balance, leadership and supervision, and career development) on job satisfaction in the health care industry. The study population included all health professionals (i.e., doctors, nurses, pharmacists, and laboratory technologists) working in the healthcare industry. The study has focused on the hospitals in Karachi, as all the ethnic populations reside in this city. Based on the literature from both developed and developing countries, we have identified six antecedents that affect the job satisfaction of health workers in Pakistan. It includes compensation & benefits, work environment, job autonomy, work–life balance, leadership and supervision, and career development. The study results supported three hypotheses and did not support the other three. Of the three rejected hypotheses, we found a significant association between “compensation & and benefits and job satisfaction (H1). Similarly, we found a significant association between work-life balance and job satisfaction (H4). We rejected these two hypotheses as their direction were contrary to the articulated hypotheses. The results of these rejected hypotheses are surprising and contrary to the prior literature. However, the results could not be generalized, as the sample size was small and restricted to selected hospitals in Karachi.
subject: Articles
  topic: section
subject: Job Satisfaction, Job Autonomy and Control, work-life balance, Healthcare Professionals.
  topic: keywords
creator: Kiran Farooq Farooq
creator: Fariya Noor Noor
creator: Ume Amen
rights: Copyright (c) 2026
date: 2026-12-31
publication date: 2026-12-31
starting page: 1
ending page: 30
doi: 10.51153/mf.v20.i2.710

A Moderating and mediating model of innovation performance.
type: item
description: Pioneer performances depend on entrepreneurial orientation for their success. This approach is crucial for converting green intellectual capital into actionable, practical innovations. Therefore, clever management techniques can accelerate and improve overall growth. Before incorporating green intellectual capital into organisational structures, managers should carefully consider its potential. The current study is based on a quantitative method, in which data were gathered from middle managers working at the Defense Housing Authority, one of the renowned construction firms in Karachi. The data were analyzed using PLS-SEM (Partial Least Squares Structural Equation Modeling). The results of the research showed that there is a significant positive relationship between green intellectual capital and entrepreneurial orientation, and between green intellectual capital and the financial and non-financial aspects of innovation performance. It also highlighted the significant role of knowledge management as a moderator between entrepreneurial orientation and innovative performance, whereas, in contrast, green self-efficacy had no moderating effect on the relationship between green intellectual capital and EO. These results have implications for management, as they can help identify specific areas of their industry that require improvement before committing significant financial resources to green intellectual capital. Furthermore, this understanding helps assess a company's readiness to apply these innovations successfully.
subject: Articles
  topic: section
subject: Green intellectual capital, entrepreneurial orientation, innovative performance, green self-efficacy, knowledge management.
  topic: keywords
creator: Saira Naz
creator: Fatima Liaquat
rights: Copyright (c) 2026
date: 2026-12-31
publication date: 2026-12-31
starting page: 123
ending page: 159
doi: 10.51153/mf.v20.i2.709

Digital Entrepreneurship in SMEs during Crisis: The Role of Entrepreneurial Orientation and Opportunity Evaluation
type: item
description: The primary goal of this study is to examine the association between entrepreneurship and digital entrepreneurship, while exploring the moderating roles of gain assessment, loss assessment, and perceived feasibility. Using the framework of Entrepreneurial Event Theory as a base, this study aims to explore how cognitive assessments affect the transition from entrepreneurial intent to action in a digital startup context within an emerging economy. A standardized questionnaire was administered to collect data from 200 digital entrepreneurs and startup professionals in Karachi, Pakistan. We tested the hypothesized relationships using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show the positive and significant impact of entrepreneurial orientation on digital entrepreneurship. Furthermore, gain assessment and perceived feasibility significantly moderate this relationship, such that the association between entrepreneurial traits and intentions is stronger when people perceive high incoming rewards and greater practical feasibility. In contrast, loss assessment does not significantly moderate the association between entrepreneurship orientation and digital entrepreneurship. This serves to prepare the stage for subsequent studies investigating the relationships between the online commerce entrepreneurial mindset and emotions, and the practical implications for policy, incubation, and capacity building within developing countries' digital startup ecosystems.
subject: Articles
  topic: section
subject: Entrepreneurship
  topic: keywords
subject: digital entreprenruship
  topic: keywords
creator: Sahar Qabool
creator: Zill-e-Huma
rights: Copyright (c) 2026
date: 2025-12-31
publication date: 2025-12-31
starting page: 79
ending page: 102
doi: 10.51153/mf.v20.i2.707

Developing a Framework for Ethical Leadership in SMEs in Zimbabwe.
type: item
description: There is extensive knowledge about ethical leadership in various contexts and large organizations in Zimbabwe. However, there is a notable lack of research on ethical leadership in the SME environment. This qualitative study aimed to develop an ethical leadership framework for Zimbabwe's SME context based on the viewpoint of employees and leaders. Purposive sampling was used to identify 15 employees and leaders in five SMEs in the manufacturing sector in Harare, Zimbabwe. Data were collected using interviews to understand the critical characteristics, styles, and consequences of ethical leadership in SMEs. Thematic analysis was used to analyze interview data. Results reveal that the five critical characteristics that constitute ethical leadership for SMEs in Zimbabwe are incorruptibility, fairness, exemplarity, respectfulness, and sustainability. The study found that the primary styles of leadership employed by ethical leaders in SMEs in Zimbabwe are authentic leadership and servant leadership. The consequences of ethical leadership in SMEs in Zimbabwe include its benefits to the leadership, followers, and organization. The study proposes an ethical leadership framework for adoption by SMEs in Zimbabwe, enabling them to survive and succeed in a competitive environment.
subject: Articles
  topic: section
subject: Ethics, leadership, ethical leadership, authentic leadership, servantry leadership and SMEs
  topic: keywords
creator: Regis Misheal Muchowe
creator: MacDonald Isaac Kanyangale
rights: Copyright (c) 2025
date: 2025-06-30
publication date: 2025-06-30
starting page: 31
ending page: 56
doi: 10.51153/mf.4znxb.764

Conspicuous Consumption and Emotional Drivers: Understanding Repurchase Intention through Pleasure, Guilt, and Arousal in Karachi, Pakistan
type: item
description: This study examines the influence of conspicuous consumption on responsible purchase intention among upper-middle-class consumers, focusing on the mediating roles of pleasure, guilt, and arousal. Data were collected using the mall-interception method, targeting individuals actively engaged in retail environments. Structural equation modeling results reveal that conspicuous consumption has a direct and indirect positive impact on responsible purchase intention, mediated by emotional factors. Pleasure and arousal enhance the intention to purchase responsibly, while guilt emerges as a corrective emotional trigger encouraging ethical behavior. The strongest mediating effect was observed through arousal, highlighting the power of emotional intensity in shaping consumer decisions. These findings challenge the conventional view that status-driven consumers are indifferent to ethical concerns and suggest that emotional engagement can bridge self-expression and social responsibility. The study offers valuable implications for marketers and policymakers aiming to promote sustainable consumption through emotionally resonant and status-aligned messaging.
subject: Articles
  topic: section
subject: Keywords: conspicuous consumption, style consumption, consumer satisfaction, consumer repurchase intention, remorse, and branded clothing
  topic: keywords
creator: Hafiz Muhammad Ahmed Siddiqui
creator: Muniza Syed
creator: Talat Behzad
rights: Copyright (c) 2025
date: 2025-06-30
publication date: 2025-06-30
starting page: 113
ending page: 134
doi: 10.51153/mf.nxh48.077

Impact of Emotion and Social-Commerce Factors Affecting Intention to Purchase Healthcare Products: The Mediating Effect of Trust
type: item
description: TR and PI are essential factors for the growth and sustainability of both online and offline vendors. PI not only affects purchasing behaviors but also brings several positive outcomes. These include actual purchase, trial purchase, repeat purchase, and loyalty. This study examined the mediating role of TR between emotional and informational antecedents and PI. Given the importance of the research, it also explored the effects of EP, EPRD, WOM, RRS, and SC on PI. Using a quantitative approach, we gathered data from 245 participants within the target population and analyzed it with Smart PLS. The results showed that all proposed hypotheses were supported, except Hypothesis 3: the effect of WOM on PI. While this effect was significant, its direction was negative, contrary to the hypothesized direction. The study also found that EPR, EPRD, and online RRS have a positive influence on TR. Based on these findings, we argue that TR in a brand enhances consumer perceptions, which in turn lead to behavioral intentions. This study makes valuable contributions to the literature by integrating emotional, social, and security-related dimensions into a unified trust-based model of consumer decision-making. The study also offers several marketing and theoretical insights. The recommended marketing strategies will help online vendors improve their marketing efforts to enhance value propositions for their target segments.
subject: Articles
  topic: section
subject: Communication (COM), Word of Mouth (WOM), Emotional Support, Security Concerns (SEC), Rating and Reviews (R&R), Trust (TRU) and Purchase Intention (PI)
  topic: keywords
creator: Fatima Liaquat
creator: Sahar Qabool
creator: Khurram Adeel Shaikh
rights: Copyright (c) 2025
date: 2025-06-30
publication date: 2025-06-30
starting page: 157
ending page: 188
doi: 10.51153/mf.v1agbk.771

The Nexus Between Sustainable Business Performance and Green HRM in Mediation with Green Innovation & Moderation of Organizational Support & Data-driven Culture
type: item
description: This research explores the interplay between GHRM and GI, examining their impact on SBP. The study, conducted within the manufacturing sector of Karachi, Pakistan, focuses on SMEs. Utilizing 330 survey responses, Smart PLS analysis was employed for data evaluation. Findings underscore a substantial effect of green human resource management practices on the sustainable business performance of SMEs. Additionally, this research indicates a noteworthy relationship between sustainable business performance and green innovation, with green innovation mediating the relationship between GHRM practices and SMEs' sustainable business outcomes. Furthermore, the study uncovers that organizational support and a DDC play significant moderating roles in the intricate relationship between SBP, GHRM, and GI. This research contributes valuable insights for policymakers and guides future researchers exploring this domain.
subject: Articles
  topic: section
subject: Green HRM
  topic: keywords
creator: Insiya Abbas
creator: Ayesha Khan
creator: Dr. Munaza Bibi
rights: Copyright (c) 2025
date: 2025-06-30
publication date: 2025-06-30
starting page: 135
ending page: 156
doi: 10.51153/mf.xp0bq.833

The Influence of Green Marketing, Green Products, and Green Brand Image on the Purchasing Behavior of Healthy Women Green Product
type: item
description: The Indonesian cosmetic industry is growing significantly, but the growth of the environmental-friendly cosmetic industry is low. Among other reasons, consumers in Indonesia do not purchase green cosmetic products as they are comparatively expensive and not readily available. Given its importance, the study examined the impact of three antecedents (i.e., green marketing, green brand image, and green product) on green purchasing behavior. We also examined the moderating effect of product involvement and green environment on green purchasing behavior. The study documents that green marketing significantly affects green purchasing intention. Although this relationship was significant, we rejected it because its direction was negative, contrary to the positive direction envisaged. However, we found that green brand image and green products positively affect green purchasing behavior. The study also found support for two moderating hypotheses. That is, product involvement significantly moderates green marketing and green purchase intention. Green environment significantly moderates the relationship between (i) green brand image and purchasing behavior, and (ii) green product and green purchasing behavior.
subject: Articles
  topic: section
subject: Green Marketing
  topic: keywords
subject: Green Product
  topic: keywords
subject: Green Brand Image
  topic: keywords
subject: Purchasing Behavior
  topic: keywords
creator: Tiara Farah Pratama
creator: Asep Rokhyadi Permana Saputra
creator: Darmanto
rights: Copyright (c) 2025
date: 2025-06-30
publication date: 2025-06-30
starting page: 85
ending page: 112
doi: 10.51153/mf.5er11.041

Financial Well-being among Generation Y: Exploring the Impact of Financial Awareness, Experience, Skills, and the Roles of Financial Capability and Self-Control.
type: item
description: This study investigates the relationship between financial well-being among Generation Y in Karachi, focusing on three key variables: financial awareness, experience, and skills. It aims to identify the mediating role of financial capability and the moderating influence of self-control in these relationships. The research is based on social learning and social cognitive theories. Data was collected through a nonprobability purposive sampling method. Information was gathered via online surveys using a 5-point Likert scale and analyzed with Partial Least Squares Structural Equation Modeling (PLS SEM). Results showed direct effects on financial awareness, financial socialization, and financial capacity. Additionally, positive but statistically insignificant links were observed between financial awareness, experience, skills, and financial capability. Similarly, “the mediating role of financial capability and the moderating effect of self-control on the relationship between financial capability and financial well-being were positive yet statistically insignificant." The study recommends improved financial education, personalized coaching, and a stronger culture of financial mentorship to boost financial well-being. Suggestions include incorporating financial wellness programs into workplaces and educational institutions, leveraging digital tools, sharing success stories, and encouraging collaboration among financial institutions, educational organizations, and employers. This research enhances understanding of financial well-being among Generation Y in Karachi, emphasizing the importance of targeted financial education and the benefits of a comprehensive approach involving various stakeholders. By acknowledging its limitations and advocating for future research on factors such as cultural influences and gender differences, the study enhances its originality and value.
subject: Articles
  topic: section
subject: Keywords: Financial well-being, Generation Y, Financial capability, financial awareness, Pakistan.
  topic: keywords
creator: Muhammad Taha
creator: Prof. Dr. Imtiaz Arif
creator: Dr. Jahanzaib Alvi
rights: Copyright (c) 2025
date: 2025-06-30
publication date: 2025-06-30
starting page: 1
ending page: 30
doi: 10.51153/mf.80phr.059

Effect of Green HRM Practices on Sustainable Performance: Mediating Role of GSCM Practices.
type: item
description: This study aims to investigate the impact of GHRM practices on long-term performance in the manufacturing sector of Gujranwala, Pakistan, with the mediating role of GSCM practices. Design/methodology/approach: Four dimensions (i.e., Green hiring, Green training, Green performance management, and Green reward and compensation) were used to operationalize the Independent Variable Green HRM Practices. The mediating variable GSCM was further divided into Internal GSCM and External GSCM, whereas performance sustainability was measured through environmental, social, and economic performance. To procure the statistical outcomes, data was collected through a questionnaire (self-administered), CFAs, and SEM analysis were then carried out using SPSS and AMOS. The study's results illustrated that Green HRM practices significantly influence organizations' performance. Moreover, the full mediating effect of GSCM was also validated in the association of GHRM and sustainable performance. This study will bridge the gap between SCM theories and HRM by providing a comprehensive analysis of the connectivity of these practices for accomplishing sustainability goals. Moreover, the study can assist manufacturing organizations in achieving sustainability by adopting Green HRM practices and GSCM. Furthermore, the noise level for green corporate culture can also balloon up in developing countries like Pakistan. In this model, the researcher studied GHRM practices, GSCM practices, and SP in the future. This model can be extended further by considering other dimensions of on-hand variables and by altering the sector. To accelerate innovative culture outcomes, the recommendations of this study can be applied to the overall manufacturing sector of developing countries. Previously published literature and studies have explored the linkage among GHRM practices and long-term performance in various countries and sectors. However, in ongoing exploration, the authors added several dimensions of GSCM …
subject: Articles
  topic: section
subject: GHRM practices
  topic: keywords
subject: IGSCM practices
  topic: keywords
subject: EGSCM practices
  topic: keywords
subject: Sustainable performance
  topic: keywords
creator: Zain Ashfaq
creator: Anam Ashraf
creator: Jamshaid Ahmad
rights: Copyright (c) 2025
date: 2025-06-30
publication date: 2025-06-30
starting page: 57
ending page: 84
doi: 10.51153/mf.nyqbz.e06

Factors Affecting Passenger Attitudes towards Low-Cost Carriers
type: item
description: LCCs have a positive impact on the economies. For example, it includes generating employment, stimulating depressed economies, and contributing toward GDP. Extant literature also highlights that the LCC's business model increased productivity and efficiency, forcing others in the industry to adopt this model. Moreover, many researchers noted that because of this innovative model, airlines could connect to nonviable destinations. Furthermore, due to this innovative model, LCCs share has increased significantly. Researchers believe it will increase more profoundly. The study has proposed and tested six direct and six mediating hypotheses. We collected the data from local Pakistani travelers. We found that “low prices, access of passengers, technological efficacy, passenger loyalty, and airline reputation positively affect low-cost carriers.” The “study highlighted that airline safety insignificantly affects LCCs. We also “examined the mediating role of passenger satisfaction between the above antecedents and attitudes towards” LCCs. The study accepted all the mediating relationships except Hypothesis 12: “Passenger satisfaction mediates airport safety and LCCs.”
subject: Articles
  topic: section
subject: Prices, access of passengers, technological efficacy, passenger loyalty, airline reputation, and airline safety on low-cost carriers.
  topic: keywords
creator: Abdul Salam
creator: Muhammad Khalid
creator: Ifrah Ul Islam
rights: Copyright (c) 2025
date: 2025-01-27
publication date: 2025-01-27
starting page: 176
ending page: 204
doi: 10.51153/mf.v19i2.686

Digital Alchemy: Unraveling the Moderating Roles of Digital Literacy and Employee Engagement
type: item
description: Investment in technology enhances firms’ efficiency. As a result, they become more competitive and achieve sustainable growth. Factors that directly and indirectly affect digital transformation are human capital, social capital, organizational culture, leadership vision, digital literacy, and employee engagement. We examined the effect of these variables on digital transformation. The study collected data from firms investing in technology. It shows that human and social capital, organizational culture, and leadership vision positively affect digital transformation. The study also validates that digital literacy moderates the relationship between human capital and digital transformation. We also found that employee engagement moderates the relationship between leadership vision and digital transformation. Thus, we suggest that firms create a conducive culture where employees are willing to participate and share knowledge. Furthermore, we believe the leadership vision is also important for digital transformation. However, just developing a vision is insufficient; leaders must share their vision with all the firms' stakeholders. Doing so would make it easier.
subject: Articles
  topic: section
subject: Human capital, social capital, structural capital, digital transformation, organizational culture, leadership vision, digital literacy, and employee engagement
  topic: keywords
creator: Saba Shaikh
creator: Ikramuddin Junejo
creator: Muhammad Sufyan Ramish
rights: Copyright (c) 2025
date: 2025-01-27
publication date: 2025-01-27
starting page: 141
ending page: 174
doi: 10.51153/mf.v19i2.685

Antecedents to attitudes toward Green buying and the Moderating Role of Green Efficacy
type: item
description: Compared to developed countries, environmental concerns in Pakistan are increasing slowly. Besides other factors, “social norms (SNs) and cultural values” have significantly affected attitudes toward green buying (ATGB). This “study examined the effect of four antecedents and moderators” on attitudes toward green buying (ATGB). We “focused on the textile sector as it significantly contributes towards employment generation and GDP.” The “study found that perceived behavior (PB) and collectivism (CLT) positively affect attitude towards green buying (ATGB).” The study also documents that “social norms (SNs) negatively affect attitude towards green buying and individualism (IND) insignificantly affects attitudes towards green buying.” Moreover, it documents that attitude towards green buying positively affects green purchase intention.” Regarding moderating relationships, we found that “green self-efficacy (GSE) moderates (i) individualism (IND) and attitudes towards green buying, and (ii) collectivism (CLT)and attitude towards green buying (ATGB).
subject: Articles
  topic: section
subject: Green purchase intention, attitudes toward green buying, individualism and collectivism, green efficacy, and Theory of Planned behavior.
  topic: keywords
creator: Syed Shah Salman ur Rahman Rahman
creator: Anum Mahmood
creator: Muhammad Ali Tariq
creator: Khurram Adeel Shaikh
rights: Copyright (c) 2025
date: 2025-01-27
publication date: 2025-01-27
starting page: 55
ending page: 78
doi: 10.51153/mf.v19i2.684

The Analyzing Antecedents of Project Success and the Moderating Roles of Emotional Intelligence and Conflict Resolution
type: item
description: In the prevailing technological era, firms must successfully launch new and innovative projects to remain competitive. However, its success depends on various antecedents. The study extended Social Exchange Theory to develop a new model with five antecedents (leadership, team dynamics, communication, collaboration, and agile project management. It also examined the effect of two moderators (i.e., emotional intelligence and conflict resolution). We focused on Pakistan's IT sector, which has had a significantly high growth rate in the last few years. According to an estimate, the IT market in Pakistan is about $3.5 billion, with a growth rate of about 20%. The study documents that leadership communication, collaboration, and agile project management positively affect the success of a project. However, the study concluded that team dynamics insignificantly affect project success. Moreover, it documented that emotional intelligence and conflict resolution insignificantly moderate project success
subject: Articles
  topic: section
subject: Product quality, price, service quality, customer value, customer satisfaction.
  topic: keywords
creator: Saira Naz
creator: Saleem Ahmad
creator: Huma Tariq
creator: Fatima Hashmi
rights: Copyright (c) 2025
date: 2025-01-27
publication date: 2025-01-27
starting page: 34
ending page: 54
doi: 10.51153/mf.v19i2.682

Determining the Factors Affecting Online Purchasing Behavior from the Perspective of Motivated Consumer Innovation: The Case of Electronic Goods Industry
type: item
description: Consumer online behavior is a complex and multifaceted phenomenon. It encompasses various aspects, including how individuals interact on digital platforms, websites, and online marketplaces. Social media platforms have emerged as key influencers, shaping consumer purchasing decisions and preferences. Functional, hedonic, socially conscious, altruistic, and cognitive innovations are crucial in today's consumer landscape. They enhance consumer experiences, foster loyalty, promote responsible consumption, and encourage prosocial behavior. Moreover, they promote informed decision-making and shape the future of consumerism. We have focused on Türkiye as it significantly contributes to GDP and employment generation. The study examined the impact of functional innovation on consumer online behavior. The impact of functional innovation on consumer's skeptical, indecisive, conscious, and investigative behavior. The impact of hedonic, social, altruistic, and cognitive innovations on consumer online buying behavior. Our results support all the proposed hypotheses. The findings aligned with the past studies.
subject: Articles
  topic: section
subject: Online purchase, consumer behavior, functional innovation, hedonic, socially conscious, altruism, and cognitive innovativeness
  topic: keywords
creator: Abdulvahap Baydas
creator: Murat Bayat
creator: Dr. Serhat Ata
rights: Copyright (c) 2025
date: 2025-01-27
publication date: 2025-01-27
starting page: 1
ending page: 32
doi: 10.51153/mf.v19i2.674

Examining the Influence of Product Quality, Pricing, and Service Quality on Customer Satisfaction: Exploring the Moderating Role of Customer Value
type: item
description: In recent years, consumers in Pakistan have switched to ready-made garments. They are convenient, and the fittings are as per requirement. As a result of this trend, many new garment companies entered the market. The garment industry has become highly competitive and depends on customer satisfaction. Given its importance, we have examined the effect of product quality, product price, and service quality” on customer satisfaction and the moderating effect of customer value on customer satisfaction. We collected the data using mall intercept methods. The focus of the study was on the respondents who purchase ready-made garments. The study documents that “product quality, price, and service quality positively affect customer satisfaction.” We also found that customer value moderates (i) Product quality and customer satisfaction, (ii) Product price and customer satisfaction, and (iii) Service quality and customer satisfaction.
subject: Articles
  topic: section
subject: Product quality, Product price, perceived quality, customer value, customer satisfaction
  topic: keywords
creator: Sehrish Qasim
creator: Ubedullah Amjad Ali
rights: Copyright (c) 2025
date: 2025-01-27
publication date: 2025-01-27
starting page: 55
ending page: 78
doi: 10.51153/mf.v19i2.677

Factors Affecting Patients' Support and Satisfaction; Investigating A Mediating Role of Patients’ Empowerment
type: item
description: Satisfying the healthcare customers is more important than any other service because a patient's health and sometimes life are at stake. Family and doctor’s support, access to health, and patient-perceived empowerment are important antecedents to patient satisfaction. However, we found limited studies that have used these variables in their studies. The study documents that family support insignificantly affects patient satisfaction. However, the study found that “doctor support, access to health care, and patient-perceived empowerment positively affect patient satisfaction.” Regarding the mediating effect, we found that “patient-perceived empowerment mediates access to health care and patient satisfaction. However, the study did not find support for the mediating effect of patient-perceived empowerment on (i) family support and patient satisfaction and (ii) doctor support and patient satisfaction.
subject: Articles
  topic: section
subject: Family support, doctor support, patient-perceived empowerment, and patient satisfaction.
  topic: keywords
creator: Nimrah Siddiqui
creator: Mirza Kashif Baig
rights: Copyright (c) 2025
date: 2025-01-27
publication date: 2025-01-27
starting page: 33
ending page: 54
doi: 10.51153/mf.v19i2.675

The Effects of Social Media Influencers' Self-Disclosure, Source Credibility, and Parasocial Relationships on Brand Trust and its Consequences
type: item
description: The availability of social media to most of the population has significantly increased in the present era. Social media users now have many options to access all kinds of information for their personal and job-related information. Many users seek opinions from social media influencers about goods and services because of their prosocial relationships. Past studies document that, besides other factors, an essential precursor of social media influencers is "intimate relationships between social media users and followers." Thus, the study has examined the effect of "self-disclosure on parasocial relationships and source credibility." It also examined the effect of "parasocial relationship and source credibility on brand trust." In addition, it examined the effect of "brand trust on commitment and brand loyalty." The study has collected a sample of 472 students from leading local universities in Karachi. It focused on them because the students are active users of social media. The study documents that self-disclosure positively affects parasocial relationships and source credibility. Parasocial relationships and source credibility promote brand trust. In addition, brand trust is a significant precursor of commitment and brand loyalty. These findings are crucial for understanding the dynamics of social media influencers and their impact on brand trust and loyalty. It also provides valuable insights for marketers and researchers in the domain of social media influencers.
subject: Articles
  topic: section
subject: Parasocial relationship and source credibility, brand trust, commitment, and behavioral loyalty.
  topic: keywords
creator: Kaukab Abid Azhar
creator: Zubair Shah
creator: Hassaan Ahmed
creator: Nayab Iqbal
rights: Copyright (c) 2024
date: 2024-07-07
publication date: 2024-07-07
doi: 10.51153/mf.v19i1.652

Antecedents to Para Social Relationship and its Moderating Effect on Purchase Intention and eWOM
type: item
description: Our study extended the UGT Theory and proposed seven direct and two moderating hypotheses. The study focused on the upper-middle-class segment of Karachi. It examined the effects of self-esteem, loneliness, and introversion on parasocial relationships. The impact of persuasion knowledge on purchase intention and negative eWOM communication and the effect of the parasocial relationship on purchase intention and negative eWOM communication. The study also examined the moderating role of parasocial relationships on purchase intention and negative eWOM communication. The study found that self-esteem, loneliness, and introversion positively affect parasocial relationships. Persuasion knowledge insignificantly affects purchase intention and negative eWOM communication. Parasocial relationships positively affect purchase intention and negative eWOM intentions. Contrarily, the study proposed that these relationships are negatively associated. The study also documents that parasocial relationships insignificantly moderate (i) persuasion knowledge and purchase intention and (ii) persuasion knowledge and negative eWOM communication. These findings suggest that social media influencers can significantly improve consumers' attitudes towards a brand by enhancing parasocial relationships. This, in turn, enhances purchases and reduces negative eWOM intentions. We suggest that when collaborating with digital celebrities, marketers must ensure that the firm’s image aligns with the celebrities' image. We also recommend marketers develop long-term associations with celebrities rather than short-term relationships. We also found that individuals with low self-esteem, loneliness, and introversion are more comfortable interacting on social media. Thus, we propose that social media influencers target individuals with these characteristics.
subject: Articles
  topic: section
subject: Parasocial knowledge, persuasion knowledge, purchase intentions, eWOM intentions, Self-esteem, loneliness, and introversion.
  topic: keywords
creator: Syed Ahsan Ali Zaman
creator: Sherbaz Khan
creator: Muhammad Khalique
creator: Muhammad Sufyan Ramish
rights: Copyright (c) 2024
date: 2021-07-06
publication date: 2021-07-06
doi: 10.51153/mf.v19i1.645

The Effect of Social Media Influencers on Brand Trust and the Moderating Role of Brand Reputation on Brand Commitment and Brand Loyalty
type: item
description: Firms need help retaining and attracting new customers in the prevailing competitive era. Therefore, besides other strategies, they have started using social media influencers to enhance their brand image and trust. Given its importance, the study has examined the impact of social media influencers (expertise, authenticity, attractiveness, and homophily) on brand trust. It also examined the effect of brand trust on brand commitment and loyalty. The study also examined the moderating effect of brand reputation on brand commitment and loyalty. The study collected data from Karachi’s social media users. The study found that the social media influencer’s expertise and homophily positively affect brand trust. Social media influencer authenticity and attractiveness insignificantly affect brand trust. Brand trust promotes brand commitment and brand loyalty. Brand reputation significantly moderates brand trust and brand commitment. However, brand reputation insignificantly moderates brand trust and brand loyalty. We recommend that firms select authentic and attractive influencers while selecting social media influencers. We also suggest that firms confirm that their recruited social media share entertaining content and keep the followers engaged. Brand trust promotes brand commitment and brand loyalty. Therefore, we suggest that firms focus on increasing brand trust through adequate marketing strategies.
subject: Articles
  topic: section
subject: Social media influencers, expertise, authenticity, attractiveness, brand trust, brand reputation, brand loyalty, and brand commitment.
  topic: keywords
creator: shuomaila Asad
rights: Copyright (c) 2024
date: 2024-07-07
publication date: 2024-07-07
doi: 10.51153/mf.v19i1.643

Antecedent to Green Creativity and the Moderating Role of Green Intrinsic Motivation and Green Autonomony Affilia
type: item
description: Concern about the green environment has increased significantly in recent years. Regulators now have strict policies and regulations for firms to reduce pollution by recycling water and other industrial waste. However, policies and regulations may not reduce environmental decay unless all the stakeholders, including employees and management of the firms, actively contribute to making the environment sustainable. Given its importance, the study has focused on Pakistan's chemical sector, which significantly contributes to environmental decay. The study has three independent variables (i.e., green intrinsic motivation, green transformation leadership, and green innovation climate), one dependent variable (i.e., green creativity), and two moderators (i.e., green extrinsic motivation and green autonomy). The study collected a sample of 460 from the target sector and found that our results support five hypotheses but do not support one. The results show that "green intrinsic motivation and green innovation climate significantly affect green creativity." However, "green innovative climate insignificantly affects green creativity." We also found that "green transformational leadership positively affects green creativity and green intrinsic motivation." The study also documents that "green extrinsic motivation moderates green intrinsic motivation and green creativity." Moreover, "green autonomy moderates the green innovation climate and green creativity."
subject: Articles
  topic: section
subject: Green intrinsic motivation, transformation leadership, innovative climate, green creativity, green extrinsic behavior, and green autonomy
  topic: keywords
creator: Saif-ur-Rehman
creator: Eruj Wajida
creator: Lubna Rizvi
rights: Copyright (c) 2024
date: 2024-07-06
publication date: 2024-07-06
doi: 10.51153/mf.v19i1.654

Tourism in Pakistan is not Achieving Its Real Potential Due to a Lack of Infrastructure and Promotion
type: item
description: Tourism is one of the fastest-growing industries in the world. However, in Pakistan, it is facing many problems. Pakistan has many natural and cultural resources that it can use to promote tourism. The country has the potential to attract visitors from all around the globe. Unfortunately, the government's lack of resources and dedication has led to the country's underutilization of tourism's potential. Given its importance, the study has examined the impact of traveler constraints, traveler anxiety, tourism distribution channels, and product offerings on travel intent. It also examined the moderating effect of the usefulness of advertising content on traveler intention. The study collected the sample data from travelers at Jinnah International Airport. The study found that traveler constraints and traveler anxiety negatively affect traveler intention. It also found that tourism distribution channels and product offerings positively affect travel intention. The study also supported the moderating effect of the usefulness of advertising content between product offering and travel intention. Social media and conventional news channels have distorted the country's image, and many travelers perceive it as not a safe place to visit. Tourism Bureau and the government must spend considerable resources to improve its image.
subject: Articles
  topic: section
subject: Travel intention, travel constraints, travel anxiety, travel distribution, product offering, the usefulness of advertising content.
  topic: keywords
creator: Maha Batool
creator: Junaid Ansari
creator: Mahlaka Faisal Dyer
creator: Muhammad Adnan Bashir
rights: Copyright (c) 2024
date: 2024-07-06
publication date: 2024-07-06
doi: 10.51153/mf.v19i1.656

The Impact of International Trade on Income Inequality: The Case of Germany
type: item
description: This study investigated how international trade (IT) influenced Germany's income (IN) inequity (IE) between 1990 and 2021. It used time series data to achieve its objectives. The study performed a series of tests to demonstrate that the unit root and cointegration tests can address non-stationary (NS) problems and verify relationships across time. The study used Augmented Dickey-Fuller and Phillips-Perron tests and found that all variables used in the study integrated at the first difference. Moreover, the Johansen Cointegration test “suggests a long-term association between the variables" used in the study. The study also employed the Vector Error Correction Model (VECM) to "determine the long and short-term" consequences of international trade (IT) on income inequality (IINQ). The study found a long-term and short-term association between international trade (IT) and income disparity (ID) in Germany. Using the GINI index, the study documents that the effect on international trade (IT) has diverse impacts on different income strata. Moreover, we found that increasing (EXPs) exacerbates economic disparity (DS), and increasing imports (IMPs) promotes income (IN) inequality. Aside from that, test coefficients have revealed that exports (EXPs) and imports (IMPs) promote income inequality (IINQ) via the Gini index. Furthermore, the "CUSUM and LM tests" have shown that the model is stable and has no serial correlation. Germany's policymakers can use the findings to reduce income disparity (IDS) caused by international trade (IT).
subject: Articles
  topic: section
creator: Ulrich Delve Fohoue Mukam
creator: Wang Xin
creator: Bola Momoh Dorcas
rights: Copyright (c) 2024
date: 2024-07-06
publication date: 2024-07-06
doi: 10.51153/mf.v19i1.655

Gender Differences in Response to Digital Marketing: Analyzing Purchase Intentions and Behaviors
type: item
description: Social media in the prevailing era has changed the attitudes and lifestyles of all individuals, especially university students. Given its importance, this study examines the impact of discount pricing, bundle pricing, and purchase intention on consumer buying behavior. It also examines the impact of social media influencers and awareness on purchase intention and the moderating effect of gender on purchase intention. The study extended the Theory of Planned Behavior and Social Comparison Theory to develop a model. We empirically tested the model based on 385 responses collected from the target population. The study found that discount pricing, bundle pricing, and purchase intention promote consumer-buying behavior. It also documented that social media influencers and awareness positively affect purchase intention. We also found gender moderates (i) social media influencer and purchase intention and (ii) awareness and purchase intention. The study's contribution to the body of knowledge is that it has extended the Theory of Planned Behavior and Social Comparison Theory to develop a new model. Since the "results support all the articulated hypotheses, the study has increased the generalizability of these theories." The study recommends that firms spend resources and recruit social media influencers to promote their goods. It also proposes that firms must select credible and trustworthy social media influencers. Female perceptions and attitudes toward social media influencers differ from males. Therefore, we recommend that firms select social media influencers based on the product categories.
subject: Articles
  topic: section
subject: Consumer buying behavior, purchase intention, bundling pricing, discount, gender, Theory of Planned Behavior, and Theory of Social Comparison
  topic: keywords
creator: Atif Aziz
creator: Sherbaz Khan
creator: Khurram Adeel Shaikh C
creator: Irfan Ul Haque
rights: Copyright (c) 2024
date: 2021-07-06
publication date: 2021-07-06
doi: 10.51153/mf.v19i1.646

Antecedents to Firm Performance and the Moderating Role of Environment Turbulence
type: item
description: Innovation is necessary for all industries' growth and sustainability, including the pharmaceutical sector. The study has focused on the pharmaceutical sector of Karachi to examine the impact of product, process, marketing, and organizational innovations on firm performance. It also examined the moderating role of environmental turbulence. The study collected a sample of 423 employees from the target firms. We found: "product innovation, process innovation, marketing innovation, and organizational innovation positively affect firm performance." We also found that (i) environmental turbulence moderates product innovation and firm performance, and (ii) environmental turbulence insignificantly moderates process innovation and firm performance. Past studies exhibit that innovation impacts business performance differently due to intensive competitive markets and environmental influence. Thus, to achieve high business performance, firms must focus on all the dimensions of innovation (i.e., product, process, marketing, and organization). Environmental turbulence, directly and indirectly, affects firm performance. Therefore, firms must deal with it adequately.
subject: Articles
  topic: section
subject: Environmental turbulence, product innovation, process innovation, market innovation, organizational innovation, and Firm performance
  topic: keywords
creator: Zahid Kamal
creator: Saleem Ahmed
creator: Muhammad Ramzan
rights: Copyright (c) 2023
date: 2023-12-13
publication date: 2023-12-13
starting page: 163
ending page: 190
doi: 10.51153/mf.v18i2.642

Impact of Social Media Opinion Leaders Influencers on Individual Consumption Decisions of Visually Conspicuous Products
type: item
description: Social media has completely altered how businesses engage with their customers. Social media influencers have become an essential marketing tool for many industries. The consumption of conspicuous products is growing in today's era. Therefore, most people prefer luxury products as a status symbol, ignoring what brands offer. Consequently, brands spend considerable resources on social media to promote their products and reach a wider audience. However, little research is available on how social media affects customer behavior and how to measure social media effectiveness. This study aims to fill this gap by investigating the influence of social media influencers on customer attitudes, behaviors, and purchase intentions toward the consumption of conspicuous products in Pakistan. The study also examined the mediating effect of brand image on consumer attitude and purchase intention. The study used Smart PLS 4 for data analysis on a data set of 200 respondents. The result indicates that social media influencer positively affects brand image, consumer attitude and purchase intention. The findings also reveal that brand image mediates (i) social media influencer and customer attitude and (ii) social media influencer and purchase intention. This research contributes to the current reservoir of knowledge by providing insights into the factors that make social media influencers successful in promoting conspicuous products. The study findings can benefit conspicuous/luxury brands in selecting suitable social media influencers and marketing strategies that enhance their brand image.
subject: Articles
  topic: section
subject:
  topic: keywords
  value: Social Media Opinion Leaders/ Influncers, Credibility, Trustworthiness, Social Attractiveness, Brand Image, Decision making style Conspicuous consumption, Opinion Leaders Characteristics, Social media platform.
creator: Sara Rashid
creator: Usman Ali Warraich
creator: Gulpari Peerjan
creator: Faryal Salman
rights: Copyright (c) 2023
date: 2023-12-13
publication date: 2023-12-13
starting page: 139
ending page: 162
doi: 10.51153/mf.v18i2.637

Time is money: A Conditional Mediation Analysis of Ad Value Moderated by Time Spent on YouTube
type: item
description: Social media usage has increased significantly in the last few years due to its easy access and low cost. Besides other social media forums, YouTube usage worldwide has also increased profoundly. A recent decline in the number of advertisements on YouTube has led to YouTube skepticism about its full-fledged operations in Pakistan. Also, many firms in Pakistan have reduced their advertisement budgets on YouTube. Given its importance, the study has examined the factors affecting YouTube ad avoidance. The study also examined the mediating role of ad avoidance and the moderating role of time spent on YouTube. In addition, the study has also examined the conditional indirect effect of time spent on YouTube. We collected data based on an e-questionnaire, in which 457 participants completed the questionnaires. Our study found that perceived ad irritation (PAIR) and perceived ad goal impediment (PAGI) positively affect perceived ad avoidance (PAAV). The study also documents that perceived ad information (PAIN) and perceived Ad entertainment (PAEN) insignificantly affect perceived ad avoidance (PAAV). The study proposed four mediating hypotheses, and we found support for only one hypothesis, stating that perceived ad avoidance (PAAV) mediates perceived ad goal impediment (PAGI) and perceived ad avoidance (PAAV). However, our study supports the study found time spent on YouTube (TSOY) moderates perceived ad value (PAVL) and perceived ad avoidance (PAAV). We also found that the time spent on YouTube's conditional mediation Index (CoMe Index) is statistically significant.
subject: Articles
  topic: section
subject: YouTube Advertising Ad Value
  topic: keywords
subject: Ad Avoidance
  topic: keywords
subject: CoMe Index
  topic: keywords
subject: Conditional Mediation
  topic: keywords
subject: youtube adversting
  topic: keywords
creator: Saima Munawar
creator: Fahim Syed Muhammad
creator: Hassan Raza
creator: Zulfiqar Syed Ali
rights: Copyright (c) 2023
date: 2023-12-13
publication date: 2023-12-13
starting page: 109
ending page: 138
doi: 10.51153/mf.v18i2.636