http://hdl.handle.net/123456789/9401 Sat, 04 Apr 2026 14:30:09 GMT 2026-04-04T14:30:09Z http://hdl.handle.net/123456789/19885 The determinants of Muslim Visiting Intention Towards Makkah and Madina Murad Ali, 01-394222-005 It is commonly known that the tourist industry makes a substantial contribution to economic growth by giving locals employment opportunities and a variety of income streams. Researchers have undoubtedly given this field a lot of attention due to its importance. People are interested in visiting particular locations from all over the world. A person's visit intentions, which can be shaped by a variety of factors, determine whether or not they decide to visit a particular location. Our goal in this research is to create a visit intention model. This study aims to investigate how Muslims' intentions to visit holy sites are influenced by their perception of the destination, the reason for their travel, Islamic characteristics, emotional values, and functional values. To measure the latent variables, we have created a questionnaire with a variety of indicators. We have gathered data from Muslims to investigate empirically the association between latent variables and visit intentions, as well as the relationship between various indicators and latent variables. The partial least square structural equation model (PLS-SEM) has been utilized to analyze the sample consisting of 247 individuals. Five steps can be used to explain the highly intriguing empirically estimated results obtained using PLS-SEM. The loading factor result, for example, makes it evident that the majority of the indicators are highly accurate in gauging the perception of the location, the reason for the trip, religiosity, Islamic characteristics, emotional values, and functional values. Second, these latency variables are all highly accurate and consistent predictors of intended visits. Third, the loading factor's positive values show that there is a high positive correlation between these six variables and visit intentions. Fourth, f-square test values were utilized to determine whether to accept or reject the hypothesis. Based on the f-square test result, we conclude that the perception of the destination, the reason for the trip, religion, and functional values all have a strong, positive influence on the intention to visit. Supervised by Dr. Asif Khurshid Mon, 01 Jan 2024 00:00:00 GMT http://hdl.handle.net/123456789/19885 2024-01-01T00:00:00Z http://hdl.handle.net/123456789/19884 Impact of Gamification on Repurchase Intention of Pakistani Consumers in the E-Retail Industry Muhammad Ahsan Khan, 01-394222-002 This study explores the mediating role of customer engagement between gamification strategies and customers' repurchase intentions within Pakistan's e-retail sector. As the e-commerce market in Pakistan continues to expand, understanding the mechanisms that drive customer loyalty becomes crucial. Gamification, recognized for creating meaningful engagement, is posited as a dynamic tool to influence consumer behaviour. Despite its growing popularity, the specific pathways through which gamification impacts repurchase intentions, mediated by customer engagement, remain inadequately understood. Addressing this gap, the study employs an empirical approach to investigate the nuanced relationships between gamification elements, customer engagement, and repurchase intentions. Data were collected from e-retail consumers in Pakistan and analysed to test the hypothesized mediating effects. The findings reveal that gamification significantly enhances customer engagement, which in turn positively influences repurchase intentions. These insights provide actionable recommendations for e-retailers aiming to implement gamification strategies to foster customer loyalty and drive business growth. This research contributes to both theoretical frameworks and practical applications, offering valuable insights for academia and industry practitioners. By elucidating the role of gamification in shaping repurchase intentions, the study provides a foundation for future research and strategic implementation in the e-commerce landscape. Supervised by Dr. Asma Basit Mon, 01 Jan 2024 00:00:00 GMT http://hdl.handle.net/123456789/19884 2024-01-01T00:00:00Z http://hdl.handle.net/123456789/19887 A Study of Factors Influencing Ad Avoidance Intention in Skippable Advertisement Context Saman Iqbal, 01-394222-006 The primary objective of this research is to investigate and analyze the factors which influence Ad avoidance intention in skippable advertisement context. Marketers and businesses spent millions of budget on promoting their product and services through digital advertising. But users tend to avoid advertisement, because it can disrupt their online experience. Skippable advertising is an advertising method which allows users to skip the advertisement after a five second. This ad format constitute eighty five percent of YouTube advertisement. Previous research has been done on full length advertisement but is very limited in the context of skippable advertisement context. Some papers on digital advertising analyzed factors of advertisement but very few studies conducted on the factors influencing advertisement avoidance intention. Hence, this study was conducted. A structured questionnaire was shared with the residents of Islamabad and Rawalpindi using Google forms. Using convenience and snowball sampling, 341 responses were collected out of which 326 responses were utilized in this study. Questions were adopted from the literature. SPSS and Smart PLS 4 Software’s were used to analyze the data. The analysis of results revealed that users try to avoid advertisement and want to skip ad as soon as possible unless they find advertisement relevant to their needs and interests. Results also revealed that relevance of advertisement plays a crucial role in reducing the advertising avoidance intention by increasing attention, engagement and positive brand perception. Therefore, this research study may prove to be very helpful for Marketers to make balance between getting viewers attention and considering their video consumption aim and providing better ad experience to their viewers or improving their marketing strategies. Lastly, it will add to the body of knowledge in the domain of advertising and digital marketing. Supervised by Dr. Muhammad Kasheer Mon, 01 Jan 2024 00:00:00 GMT http://hdl.handle.net/123456789/19887 2024-01-01T00:00:00Z http://hdl.handle.net/123456789/19886 Influence of Green Marketing Strategies and Consumer Perception on Green Brand Trust and Purchase Intention Zahra Batool, 01-394222-009 The primary aim of this study research is to investigate the impact of green marketing strategies and consumer perception on trust and purchase intention. However, there are many researches done green marketing in different countries. This study investigated the impact of green marketing strategies, such as green advertising receptivity, green brand image, and perceived quality, on customer purchase intention, with mediating effect of green brand trust. A structured questionnaire was shared with the residents of major city of Pakistan using google form. The study employed a quantitative research approach and a total of 328 respondents were collected through convenience and snowball sampling, and data was analyzed using SPSS and Smart PLS. The findings revealed green marketing strategies significantly impact customer trust. The results also indicates that green brand trust have significant mediating impact between green marketing and purchase intention. Supervised by Dr. Muhammad Kasheer Mon, 01 Jan 2024 00:00:00 GMT http://hdl.handle.net/123456789/19886 2024-01-01T00:00:00Z