This dissertation critically reviews the recruitment and talent acquisition role of Generative Artificial Intelligence (GAI), comprehensively addressing how operational efficiency, screening fairness, workforce diversity, ...

This study examined the impact of the adoption of AI on the performance in the supply chain in the Pakistani textile industry, considering the mediating variables as supply chain resilience and supply chain innovation. The ...

This study examined the relationship between organizational capability and operational performance, with sustainability commitment tested as a moderating variable in the food industry. Food manufacturing and distribution ...

This study examines the role of AI-enabled e-business tools in transforming customer engagement within Pakistan’s fast-fashion e-retail sector. Grounded in the Social Exchange Theory, the research investigates the direct ...

Complex Management Information Systems (MIS) are currently being applied by higher education (HE) institutions in their practices in the administrative and academic functions and strategies [1]. These systems can be Student ...

AI assistants are now used to answer everyday questions, including about banking, yet their accuracy in this domain is largely untested. A wrong fee or interest rate is not academic; it can cost the consumer real money. ...

This study examines how Big Data Analytics influences Product Innovation, mediated by Digital Marketing Strategies and moderated by Consumer Engagement, within the service sector of Pakistan, a developing economy context. ...

ABSTRACT The suggested study examines the extent of customer engagement and brand performance as the StimulusOrganismResponse (SOR) model of digital branding. Using it as a case study on Marketo Edge Pvt. Ltd., a digital ...

This study focuses on Small and Medium Enterprises (SMEs) in Pakistan’s metropolitan cities, investigating the role of Visual-Centric Social Media Marketing (VCSMM) in driving Consumer-Brand Engagement (CBE). The vast body ...

The fast development of social media sites has changed the marketing behavior, especially to the small and medium enterprises (SMEs) that have limited resources to operate in. Of these channels, Tik Tok has become a ...