http://hdl.handle.net/123456789/184 2026-04-04T12:03:56Z http://hdl.handle.net/123456789/15495 The Effect of Social Media Marketing on Small Business Sustainability: A Case of Pakistan’s Manufacturing Industry Muhammad Tabish Maqsood, 01-222211-013 Small businesses now have a greater need than ever to market themselves on social media, especially in emerging markets like Pakistan. The impact of social media marketing on the long-term success of small businesses in Pakistan's manufacturing sector is not well understood, yet. By analysing the effects of social media marketing on the sustainability of small businesses in Pakistan's manufacturing sector, this study seeks to fill this knowledge gap. Additionally, it examines the relationship between the use of social media marketing and the sustainability of small businesses. The results of this study suggest that social media marketing is a significant and successful tactic for encouraging the long-term expansion of small businesses in a developing nation like Pakistan. The study specifically showed that using social media marketing strategies can increase brand recognition, consumer involvement, and client loyalty. All of these elements can help small businesses continue to operate over time. The study also found that developing innovation capabilities is crucial for employing social media marketing tools to support small businesses' sustainable growth. The ability of a business to create innovation and enhanced products, processes, and business models is known as innovation capability. According to the study, small businesses who are better at developing up with innovation capabilities are also better at using social media marketing tools. This may increase their adaptability and competitiveness, enhancing their long-term sustainability. This study demonstrates the importance of social media marketing for small businesses' long-term sustainability in Pakistan's industrial sector. The study also shows that employing social media marketing strategies that can aid small businesses in growing more quickly and sustainably requires the ability to innovate. Supervised by Dr. Qazi Subhan 2022-01-01T00:00:00Z http://hdl.handle.net/123456789/15496 The Impact of Emotional Marketing on Consumer Buying Behavior through Brand Image for Beauty and Personal Care Products in Islamabad, Pakistan Ramish Ather Dar, 01-222211-016 This study investigates the impact of emotional marketing on consumer buying behavior through brand image for beauty and personal care products in Islamabad Pakistan. This study has used emotional marketing appeals like fear appeal, greed appeal and inspiration appeal as independent variables. Brand image is the mediating variable while consumer buying behavior is the dependent variable. This study has been focused on understanding the effects of these variables on each other for beauty and personal care industry in Pakistan. Quantitative approach has been used, for which a well-structured questionnaire is developed and distributed amongst individuals of Islamabad. The responses are collected from over 400 individuals (consumers who are associated with beauty and personal care products in Islamabad) but only 300 are validated. 100 responses are deemed unreliable due to monotonous reasons. SPSS software has been utilized for statistical analysis of data collected from respondents. Reliability, Regression, correlation and Andrew F. Hayes mediating analysis is performed to check if the hypotheses mentioned in the current study are validated or rejected. The analysis indicates that fear appeal, inspiration appeal and greed appeal impact brand image and brand image impacts consumer buying behavior in beauty and personal care products in Islamabad Pakistan. Based on the analysis, the mediating variable, brand image has played an important part in solidifying the relationship between emotional marketing appeals and consumer buying behavior for beauty and personal care products in Islamabad, Pakistan. Analysis results have shown significant relationship between the independent, dependent and mediating variable. Supervised by Dr. Qazi Subhan 2022-01-01T00:00:00Z http://hdl.handle.net/123456789/12370 Determinants of Profitability: A case of Non-Financial firms of Pakistan Ayesha Qadri, 01-321191-007 This study has emphasized on assessing the impact of working capital on profitability in Pakistan. This study has considered cash conversion cycle, number of days accounts payable, number of days accounts receivable, number of days inventory, sales, growth rate of GDP, leverage and firm size as independent variables. Whereas, profitability has been considered as the dependent variable in this study. However, this study has finalized non-financial firms of Pakistan to testify the relationship between variables mentioned above. The major emphasis in this study has been on assessing the relationship between cash conversion cycle, number of days accounts payable, number of days accounts receivable, number of days inventory, sales, growth rate of GDP, leverage and firm size (independent variables) and profitability (dependent variable) in nonfinancial firms of Pakistan. Secondary sources of data (annual financial statements) have been used for data collection regarding variables of this study from the period of 2014 – 2019. A sample size of 420 observations has been finalized to represent the entire population. Collected data has then been analyzed through statistical instruments such as correlation and regression by using Strata. Based on the findings, it has been concluded that cash conversion cycle, number of days accounts payable, number of days accounts receivable, number of days inventory, sales, growth rate of GDP, leverage and firm size has significant impact on profitability in non-financial firms in Pakistan Supervised by Dr. Shahab Aziz 2020-01-01T00:00:00Z http://hdl.handle.net/123456789/8990 Work-Life Conflict and Its Role in Emotional Exhaustion Amongst Mobile Telecommunication Employees of Islamabad Farrukh Ishaqe, 01-222172-071 Telecommunications is undoubtedly an important tool not only for business but for all domainsin present era. It enables businesses to effectively communicate with customers and deliver highcustomer support standards. Mobile telecom allows businesses to implement more flexible workby enabling employees to work productively and efficiently from home. The job of telecommunication is a technically high, pressure oriented, and intense labordemanding profession in technology field. Quality telecom services is essential for running the activitiesof the people, hence it is essential for telecom employees to provide best quality service to thebusiness community and to the society. The skilled and qualified employees are in shortage in telecom sector, is a problem, in almost all organizations. Lack of resources and, illegal tasks, emotional sorrow, low co-worker routine work and weak management are some of the challenges that employees in the telecom sector may experience daily. All these challenging issues can be related to the pattern of emotional exhaustion, which is particularly evident in workplaces that provide individuals a 24/7 top-quality service, such as telecom. Employees also leave this sector for better working conditions and pay to work overseas. This research deliberate on certain job demands like role overburden & emotional labor and family needs like marital satisfaction, This mayaffect the level of work-life conflict and employee emotional exhaustion. All of these variables have been identified as possible factors that would help to understand the reasons of conflict between work and life and the impact it has on employee emotional exhaustion. A self-developed and administered questionnaire was employed to collect (quantitative) data related to all the hypothesized variables that affect the variance of work-life conflict in telecom employees. Many important aspects of work life conflicts were also came under discussion during informal meetings with some of the former telecom sector employees. SPSS software is used to test the proposed hypotheses to perform descriptive statistical analysis, correlation analysis and regression analysis on the data collected. The results of the present study indicate that Work Life Conflict has a positive relationship with emotional exhaustion experienced by telecom employees. Supervised by Dr. Shahzia Rehman 2019-01-01T00:00:00Z