NICE Research Journal
type: channel
description: NICE Research Journal of Social Sciences is a peer-reviewed, open-access academic publication dedicated to the dissemination of high-quality research in the fields of Social Sciences. The journal seeks to promote the advancement of knowledge in these domains by publishing original research articles, reviews, and other scholarly contributions. Our aim is to provide a platform for academics, researchers, and practitioners to share their insights, ideas, and findings related to Social Sciences.
publisher: Newports Institute of Communications and Economics, Karachi
language: en
publication name: NICE Research Journal
issn: 2219-4282
copyright: Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution (CC-BY) 4.0 License that allows others to share the work with an acknowledgment of the work’s authorship and initial publication in this journal.
items: Institutional Pressure as a Catalyst: Linking Green Supply Chain Management to Sustainable Performance
items: The role of green innovation in bridging financial development and sustainable economic practices in South Asian countries.
items: How AI-Enabled HRM Practices Enhance Employee Sustainable Performance: The Roles of Trust in AI and Technology Readiness
items: Artificial Intelligence-Generated Content and Consumer Decision-Making: The Roles of Trust, Perceived Risk, and AI Literacy
items: Green supply chain practices and organizational performance: The mediating role of environmental performance in the Pakistani FMCG sector
items: Banking Information Technology and Employee Job Satisfaction in Pakistan: A Cross-Sectional Survey
items: Managing Employee Resistance during Digital Transformation: The Mediating Role of Human Resource Management Practices
items: Comparative Analysis of Zacarep Agricultural Improvement Programme: A Quantitative Study From Anka And Bukkuyum Local Government Areas, Zamfara State Of Nigeria
items: Enhancing Extra-Role Performance in Non-Profit Organizations: The Impact of High-Performance Work Practices on Employee Organizational Citizenship Behaviour (OCB)
items: Impact of Perceived Convenience and Risk on Consumer Intention to Use App-Based Laboratory Home-Sampling in Karachi
items: Illusion of Transparency: How Unverified Vehicle History Reports and Digital Guarantees Cause Consumer Vulnerability
items: A comparative analysis of alternative indexing strategies in an Emerging Equity Market
items: Discrimination at Workplace and Behavior of employees as citizens: The mediating role of job dissatisfaction.
items: From Administration to Strategy: A Systematic Review of Traditional HR to Talent Management Transition in Pakistan
items: Exploring the Causes of Shortage of Nurses: Policy Recommendations & Framework for Nursing Sector of Pakistan
items: EFFECTS OF ONLINE SHOPPING AND TRENDS ON CONSUMER BUYING BEHAVIOR
items: Economic Burden of Vaccine-Preventable Diseases in Healthcare Systems of Pakistan
items: The Dynamic Interplay between Economic and Monetary Variables: Evidence from Pakistan
items: SOCIOLOGICAL ANALYSIS OF YOUTH DEVIANT BEHAVIOR: A QUANTITATIVE STUDY ON UNDERGRADUATE STUDENTS
items: Evaluating the Effectiveness of Health Care Projects by NGOs in Sindh: Challenges and Prospects for Improvement.
items: Urban Female Entrepreneurs: An Empirical Evidence from Pakistan
items: Social Media Marketing Activities and Customer Citizenship Behaviors: A Moderated Mediation Model of Brand Credibility and Customer Well-Being
items: PEDAGOGICAL ALIGNMENT in BUSINESS EDUCATION: Faculty Preferences Across NBEAC‑Accredited Subjects in Pakistan
items: Impact of Cryptocurrency Adoption on Various Financial Markets in Pakistan
items: Do CEO Attributes, Audit Quality, and Gender Diversity Influence Earnings Management? Evidence from Pakistan
items: Generative AI and its impact on Supply Chain Performance in Faisalabad health care system
items: Factors affecting the Circular Supply Chain and Zero Waste: A Systematic Literature Review
items: Impact of Cybersecurity Risks and Mitigation Strategies on Banking Industry
items: The Impact of FinTech on Environmental Degradation: An Empirical Evidence from APEC Economies
items: Implementation of the Developed Situational Judgment Test in the Faculty Recruitment Process in Higher Education Institutions, Pakistan

Institutional Pressure as a Catalyst: Linking Green Supply Chain Management to Sustainable Performance
type: item
description: Objective: This study investigates the impact of green supply chain management (GSCM) practices on sustainable performance, encompassing environmental, economic, and social dimensions, while examining the moderating role of institutional pressure in the context of an emerging economy. Drawing upon institutional theory and the resource-based view, the research examines how coercive, normative, and mimetic pressures shape the relationship between GSCM adoption and organisational sustainability outcomes. Design/methodology/approach: A quantitative research design was employed using Partial Least Squares Structural Equation Modelling (PLS-SEM) with Smart-PLS 4.8.0 software. Data were collected from 400 supply chain professionals across multiple industries in Pakistan through a structured questionnaire. The measurement model was assessed for reliability, convergent validity, and discriminant validity using Cronbach’s alpha, composite reliability, average variance extracted, Fornell-Larcker criterion, cross-loadings, and heterotrait-monotrait ratio. The structural model was evaluated through path coefficients, t-statistics, and moderation analysis. Findings: The results indicate that GSCM practices positively and significantly influence both environmental performance (β = 0.148, p < 0.05) and economic performance (β = 0.219, p < 0.001), while the direct effect on social performance was not statistically significant. The moderation analysis revealed significant interaction effects: normative pressure negatively moderates the GSCM–economic performance link (β = −0.245, p < 0.001), coercive pressure positively moderates the GSCM–economic performance relationship (β = 0.163, p < 0.001) and negatively moderates the GSCM–social performance link (β = −0.109, p < 0.05), and mimetic pressure negatively moderates the GSCM–environmental performance relationship (β = −0.204, p < 0.01). Originality/value: This study contributes to the literature by decomposing institutional pressure i…
subject: Articles
  topic: section
subject: Green Supply Chain Management
  topic: keywords
subject: Institutional Pressure
  topic: keywords
subject: Sustainable Performance
  topic: keywords
subject: Moderation
  topic: keywords
subject: PLS-SEM
  topic: keywords
subject: Emerging Economy
  topic: keywords
creator: Abdul Basit Chisht
creator: Saeed Ahmed
creator: Muhammad Ali
rights: Copyright (c) 2026 Abdul Basit Chisht, Saeed Ahmed, Muhammad Ali https://creativecommons.org/licenses/by/4.0
date: 2026-06-30
publication date: 2026-06-30
doi: 10.51239/nrjss.v19i2.524

The role of green innovation in bridging financial development and sustainable economic practices in South Asian countries.
type: item
description: Objective: This study examines the impact of green innovation on the connection between financial development and sustainable development in South Asia. It closes a gap in the corpus of previous research by investigating whether green innovation increases financial development's contribution to sustainable development. Design/methodology/approach: Dynamic panel data for South Asian countries from 2001 to 2023 is used in the study. The Generalized Method of Moments (GMM) is used to evaluate the relationship between the study variables and handle any endogeneity. The analysis is done using E-Views. The study's theoretical underpinnings are endogenous growth theory, natural resource-based theory, and institutional theory. Foreign direct investment and commerce are two more explanatory factors. Findings: The findings demonstrate the importance of financial development in promoting long-term economic growth and the usefulness of green innovation in strengthening this relationship. The results demonstrate how stable financial institutions and supporting financial policies enhance long-term economic growth. Green innovation and a strong banking sector could assist stabilize the South Asian region's economy and improve living conditions. Practical Implications: The results will be useful to policymakers and stakeholders in the financial sector who want to design evidence-based that policies simultaneously promote green innovation, sustainable development, and financial development. Supporting financial institutions and implementing sustainability-focused financial rules can help achieve longterm economic and environmental goals. Originality/value: By combining dynamic panel data and the GMM estimate approach to assess the moderating impact of green innovation on the financial development–sustainable development nexus in South Asia, the study advances the subject. It offers a regional viewpoint that can help practitioners and politicians create finance systems that support s…
subject: Articles
  topic: section
subject: Financial Literacy
  topic: keywords
subject: Financial Knowledge
  topic: keywords
subject: Financial Attitude
  topic: keywords
subject: Financial Inclusion
  topic: keywords
subject: Financial Behavior
  topic: keywords
subject: Financial Capability
  topic: keywords
subject: Mediation
  topic: keywords
subject: PLS-SEM
  topic: keywords
subject: Pakistan
  topic: keywords
creator: Sadaf Ambreen
creator: Jahangir Alam
rights: Copyright (c) 2025 Sadaf Ambreen, Jahangir Alam https://creativecommons.org/licenses/by/4.0
date: 2025-12-30
publication date: 2025-12-30
doi: 10.51239/nrjss.v18i4.523

How AI-Enabled HRM Practices Enhance Employee Sustainable Performance: The Roles of Trust in AI and Technology Readiness
type: item
description: Objective: This study investigates the influence of artificial intelligence (AI)-enabled human resource management (HRM) practices on employee sustainable performance, while examining the mediating role of trust in AI and the moderating role of technology readiness. Drawing upon the technology acceptance model and the unified theory of acceptance and use of technology (UTAUT), this research explores how employees’ psychological trust in AI-driven HRM systems and their predisposition toward technology collectively shape the relationship between AI-enabled HRM practices and sustainable employee outcomes across diverse industries in Pakistan. Design/methodology/approach: The study included a cross-sectional quantitative survey of 310 employees from Pakistan's manufacturing, supply chain, healthcare, technology, and finance sectors. The data was analyzed using PLS-SEM with Smart PLS 4.8.0, and predefined measurement criteria were utilized to assess validity and reliability. The structural model investigated direct, mediating, and moderating effects using bootstrapping techniques. Findings: The AI-enabled HRM practices considerably boost employee consistent and sustainable performance (β = 0.498, p < 0.001), and faith in AI strongly mediates this relationship (β = 0.134, p < 0.01). where, technology readiness does not strongly mitigate the connect (β = −0.025, p > 0.05). Hence, the employee trust—rather than technological prowess is the key to having long-term performance advantages from AI-enabled HRM. Practical implications: By include trust as a mediator and technical preparedness as a moderator in the relationship between employee sustainable performance and AI-enabled HRM practices, this study contributes. It provides scholarly and useful guidance on implementing AI-driven HRM in developing countries. Originality/value: This study offers new insights for implementing AI-driven HRM in underdeveloped economies by incorporating technology readiness as a moderator and t…
subject: Articles
  topic: section
subject: AI-enabled HRM
  topic: keywords
subject: Employee Sustainable Performance
  topic: keywords
subject: Trust in AI
  topic: keywords
subject: Technology Readiness, PLS-SEM
  topic: keywords
subject: Pakistan
  topic: keywords
creator: Warda Alam
creator: Ambreen Ahmed
creator: Amir Iqbal Umrani
creator: Komal Iftikhar
rights: Copyright (c) 2026 Warda Alam, Ambreen Ahmed, Amir Iqbal Umrani https://creativecommons.org/licenses/by/4.0
date: 2026-06-30
publication date: 2026-06-30
doi: 10.51239/nrjss.v19i2.522

Artificial Intelligence-Generated Content and Consumer Decision-Making: The Roles of Trust, Perceived Risk, and AI Literacy
type: item
description: Objective: This paper aims to study the effects of generative artificial intelligence (AI), specifically AI-generated images and videos, on consumer trust within digital media and the role of perceived content authenticity as a potential mediator. Design/methodology/approach: 400 digital media consumers answered a self-administered digital questionnaire and the proposed model was assessed using Partial Least Squares Structural Equation Modelling (PLS-SEM). Findings: According to the results of the structural model, dynamic AI videos have a strong positive and direct influence on consumer trust, while the influence of static AI images is non-significant. Furthermore, the direct influence of content authenticity on consumer trust was also non-significant, thus the indirect mediation effect was also non-significant. Even though both AI media formats are strong enhancers of content realism, consumers are likely to separate that visual authenticity from their trust of the platform. Practical implications: The study is limited because of the reliance on a cross-sectional report and the lack of segmentation on the online consumer population. Future studies on this topic may implement longitudinal or experimental studies in order to determine actual behavioural shifts, and may include more contextual factors, such as consumer AI understanding or the product in question. To reduce perceived risk, digital marketers and managers of e-commerce platforms must shift resources away from complex static AI imagery and instead support dynamic AI video generation. In addition to the aforementioned factors, organizations must build consumer trust through secure transaction support, real user testimonials, and other operational factors, as modern consumers are pragmatic. Originality/value: By applying Media Richness Theory to synthetic media in conjunction with mainstream marketing, this research identifies the 'artificiality paradox'. This research shows that contemporary digital consu…
subject: Articles
  topic: section
subject: Artificial Intelligence
  topic: keywords
subject: AI-Generated Content
  topic: keywords
subject: Digital Media, Content Authenticity
  topic: keywords
subject: Online Consumer Behavior SEM-PLS & Pakistan
  topic: keywords
creator: Ejaz ul Islam
creator: Hafiz Muhammad Muhib Khan
creator: Shajia Yaseen
rights: Copyright (c) 2026 Ejaz ul Islam , Hafiz Muhammad Muhib Khan, Muhammad Ali https://creativecommons.org/licenses/by/4.0
date: 2026-06-30
publication date: 2026-06-30
doi: 10.51239/nrjss.v19i2.521

Green supply chain practices and organizational performance: The mediating role of environmental performance in the Pakistani FMCG sector
type: item
description: Objective: This study investigates the influence of green supply chain management (GSCM) practices on organizational performance through the mediating mechanism of environmental performance within the fast-moving consumer goods (FMCG) sector of Pakistan. Drawing upon the natural resource-based view (NRBV) and stakeholder theory, this research examines four key dimensions of GSCM: green procurement, green information systems, green manufacturing, and investment recovery practices, and assesses how they collectively shape environmental and organizational outcomes. Design/methodology/approach: A quantitative research design employing a cross-sectional survey methodology was adopted. Data were collected from 200 mid-to-senior level supply chain and operations managers across FMCG firms operating in Pakistan using a structured questionnaire. The measurement model was validated through confirmatory factor analysis, while the structural model was evaluated using Partial Least Squares Structural Equation Modeling (PLS-SEM) with bootstrapping (5,000 resamples) to test the hypothesized relationships and mediation effects. Findings: The results reveal that investment recovery practices and green information systems exert significant positive effects on environmental performance, whereas green procurement and green manufacturing do not demonstrate statistically significant direct impacts within the Pakistani FMCG context. Environmental performance, serving as a full mediator, significantly and positively influences organizational performance. The model explains 53.3% of the variance in environmental performance and 38.0% of the variance in organizational performance, confirming the substantial explanatory power of the proposed framework. Originality/value: This study contributes to the GSCM literature by empirically validating the mediating role of environmental performance between GSCM practices and organizational performance in a developing economy context. The findings provi…
subject: Articles
  topic: section
subject: Green supply chain management
  topic: keywords
subject: Environmental performance
  topic: keywords
subject: Organizational performance
  topic: keywords
subject: PLS-SEM
  topic: keywords
subject: FMCG sector; Pakistan
  topic: keywords
subject: Mediation analysis
  topic: keywords
subject: Sustainability
  topic: keywords
creator: Shoaib Aziz Khan
creator: Abdul Basit Chishtie
creator: Muhammad Ali
creator: Mirza Sarfaraz Baig
rights: Copyright (c) 2026 Shoaib Aziz Khan, Abdul Basit Chishtie, Muhammad Ali, Mirza Sarfaraz Baig https://creativecommons.org/licenses/by/4.0
date: 2026-03-30
publication date: 2026-03-30
doi: 10.51239/nrjss.v19i1.520

Banking Information Technology and Employee Job Satisfaction in Pakistan: A Cross-Sectional Survey
type: item
description: Objective: This study examines how digital banking technologies, including automated teller machines (ATMs), mobile banking, online banking, and electronic funds transfer (EFT), impact workers' job satisfaction in Pakistan's banking sector. Design/methodology/approach: A quantitative, cross-sectional study design employed convenience sampling to collect survey data from 256 bank employees. The information was gathered using a standardized questionnaire with thirty items rated on a five-point Likert scale. The relationships between employees' perceptions of digital banking apps and job satisfaction were examined using statistical analysis. Findings: The test’s results demonstrate a strong correlation between positive perceptions of ATMs, mobile banking, internet banking, and EFT and higher levels of employee job satisfaction. When employees believed that digital banking technology was useful and efficient, they reported feeling more satisfied with their jobs. However, the cross-sectional methodology, convenience sampling, and reliance on self-reported data limit the results' generalizability and causal interpretation. Practical implications: Banking organizations can enhance digital transformation initiatives with employee-focused strategies like digital skills training, user-friendly platforms, task management, and effective technical support to boost employee satisfaction and encourage successful technology adoption. Originality/value: This study contributes to the limited empirical data about the relationship between the use of digital banking and the job satisfaction of Pakistani employees. By examining how employees perceive different digital banking technologies, it expands our understanding of the implications of digital transformation for human resources in the banking sector in emerging nations. Keywords: bank employees; information technology applications; job
subject: Articles
  topic: section
subject: information technology applications
  topic: keywords
subject: bank employees
  topic: keywords
subject: job
  topic: keywords
creator: Shahid Iqbal
creator: Muttahir Hussain
creator: Saad Saif
creator: Shaheen Kausar
rights: Copyright (c) 2026 Shahid Iqbal, Muttahir Hussain, Saad Saif, Shaheen Kausar https://creativecommons.org/licenses/by/4.0
date: 2026-03-30
publication date: 2026-03-30
doi: 10.51239/nrjss.v19i1.519

Managing Employee Resistance during Digital Transformation: The Mediating Role of Human Resource Management Practices
type: item
description: Objective: This study examines the psychological and organizational mechanisms that reduce employee resistance to digital transformation by investigating the mediating roles of employee well-being and change readiness, and the moderating effects of organizational culture and technological complexity. Design/Methodology/Approach: A quantitative study approach was employed, utilizing survey data collected from 370 employees in Pakistan's service sector. The data was examined using Smart PLS 4 and partial least squares structural equation modeling (PLS-SEM). The measurement and structural models were assessed using Hair et al. (2022) criteria to examine direct, mediating, and moderating interactions. Findings: The Results demonstrate that communication, involvement, and Human Resource training and development significantly improve employee well-being and change into readiness, which reduces conflicts towards transformation of digital implications. Employee well-being has a significant positive influence on change readiness (β = 0.670), whereas change preparedness significantly lowers employee resistance (β = 0.284). The Technical complexity weakens the psychological relationship between HR practices and change outcomes, whereas organizational culture strengthens it. Practical Implications: Organizations should prioritize employee-centered HR practices, including effective communication, participative decisionmaking, and continuous training, while fostering a supportive organizational culture to facilitate successful digital transformation. Originality/Value: This study develops and validates a comprehensive multi-mediator, multi-moderator framework integrating HR practices, employee well-being, change readiness, organizational culture, and technological complexity. The findings extend change management theory and provide practical guidance for organizations seeking to improve employee acceptance of digital transformation initiatives. Keywords: HR practices, employee re…
subject: Articles
  topic: section
subject: HR practices
  topic: keywords
subject: employee resistance
  topic: keywords
subject: change readiness
  topic: keywords
subject: organizational culture
  topic: keywords
subject: Digital transformation
  topic: keywords
subject: Smart PLS
  topic: keywords
creator: Arsalan Muhammad Naeem
creator: Amir Iqbal Umrani
creator: Muhammad Rafique3
rights: Copyright (c) 2026 Arsalan Muhammad Naeem, Amir Iqbal Umrani, Muhammad Rafique3 https://creativecommons.org/licenses/by/4.0
date: 2026-03-30
publication date: 2026-03-30
doi: 10.51239/nrjss.v19i1.518

Comparative Analysis of Zacarep Agricultural Improvement Programme: A Quantitative Study From Anka And Bukkuyum Local Government Areas, Zamfara State Of Nigeria
type: item
description: Objective: In the Anka and Bukkuyum Local Government Areas (LGAs) of Zamfara State, Nigeria, this study assesses the effect of the Zamfara Comprehensive Agricultural and Rural Development Programme (ZACAREP) on target beneficiaries as well as the program's perceived success. Design/Methodology/Approach: A quantitative survey approach was employed, with 60 respondents selected from each LGA, using primary data collected from 120 beneficiaries. From each of the six carefully selected wards, twenty responses were selected proportionately. To assess program results and recipients' perceptions, data was examined using descriptive statistics including frequencies, percentages, and arithmetic means. Findings: The test's findings demonstrate the high level of program satisfaction. 96.6% of respondents in Anka LGA and 91.6% in Bukkuyum LGA said the initiative was successful. Very few respondents thought the initiative was a un successful. The results support the adoption of the alternative hypothesis and the rejection of the null hypothesis by demonstrating that the ZACAREP program greatly benefited the target beneficiaries. Practical Implications: By encouraging beneficiaries to preserve and grow program outcomes through ongoing engagement and community ownership, the study suggests bolstering sustainability measures. Originality/Value: This study provides empirical evidence of the effectiveness of the ZACAREP program at the local government level and contributes to the limited body of literature on the evaluation of agricultural and rural development initiatives in Nigeria. Keywords: Years of experience with ZACAREP, target beneficiaries and problems encountered, services provided to farmers.
subject: Articles
  topic: section
subject: Years of experience with ZACAREP
  topic: keywords
subject: target beneficiaries and problems encountered
  topic: keywords
subject: services provided to farmers
  topic: keywords
creator: Lawal Mohammad Anka
creator: Kamleshwer Lohana
creator: Murtala Sule
creator: Irfan Zeb Khashkelli
rights: Copyright (c) 2025 Lawal Mohammad Anka, Kamleshwer Lohana https://creativecommons.org/licenses/by/4.0
date: 2025-12-30
publication date: 2025-12-30
doi: 10.51239/nrjss.v18i4.517

Enhancing Extra-Role Performance in Non-Profit Organizations: The Impact of High-Performance Work Practices on Employee Organizational Citizenship Behaviour (OCB)
type: item
description: Purpose: This research explores how extra-role behavior is encouraged at Non-Profit Organizations (NPOs) in Karachi. It focuses on how High Performance Work Practices (HPWP) and Supportive Leadership shape employee Organizational Citizenship Behavior (OCB) through the mediation of Affective Organizational Commitment and the moderation of Mission Valence. Design/methodology/approach: Combining structure of Social Exchange Theory (SET) and Job Demands-Resource (JD-R) Model, this study utilized a quantitative, cross-sectional research design. 312 employees of registered NPOs in Karachi participated in the study by completing a survey through a non-probability, purposive sampling technique. The conceptual model used was tested with Partial Least Squares Structural Equation Modelling (PLS-SEM) – Smart PLS 4.0. Findings: The findings suggest that HPWP and Supportive Leadership positively and significantly affect both Affective Organizational Commitment and OCB. In these relationships, Affective Organizational Commitment is a significant mediator. More importantly, Mission Valence significantly and positively moderates the relationship between Affective Organizational Commitment and OCB. This shows that when employees view the organization’s mission as very compelling, their emotional commitment results in greater discretionary work-related behaviors. Practical implications: The findings indicate for NPO managers and HR practitioners the reason for installing resilient HPWP systems and supportive leadership to create emotional commitment. NPOs must express their mission and internalize the values that support their mission. Strong mission valence encourages employees to act with an increased level of organizational citizenship behavior. Originality/value: The purpose of this research is to enrich the nonprofit management literature by integrating Social Exchange Theory and the Job Demand-Resources Theory in Karachi’s NGO context which is still largely unstudied. Karachi’s …
subject: Articles
  topic: section
subject: High-Performance Work Practices
  topic: keywords
subject: Supportive Leadership
  topic: keywords
subject: Affective Organizational Commitment
  topic: keywords
subject: Mission Valence
  topic: keywords
subject: Organizational Citizenship Behaviour
  topic: keywords
subject: Non-Profit Organizations
  topic: keywords
creator: Warda Alam
creator: Komal Iftikhar
creator: Muhammad Ali Raza
creator: Summrah Raja
rights: Copyright (c) 2025 Warda Alam, Komal Iftikhar, Muhammad Ali Raza, Summrah Raja https://creativecommons.org/licenses/by/4.0
date: 2025-12-30
publication date: 2025-12-30
doi: 10.51239/nrjss.v18i4.516

Impact of Perceived Convenience and Risk on Consumer Intention to Use App-Based Laboratory Home-Sampling in Karachi
type: item
description: Objective: This study aims to investigate the factors driving consumer intention to use app-based laboratory home-sampling services within Karachi’s pharmaceutical sector. Specifically, it examines the impact of perceived convenience and digital promotional offers on consumer behavioral intention, while assessing the mediating role of consumer attitude toward online healthcare services and the moderating influence of cyber-security risk Design/Methodology/Approach: Grounded in an integrated framework of the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) and the Theory of Reasoned Action (TRA), this study adopts a quantitative, cross-sectional research design. Data were collected via an online survey from 312 respondents in Karachi using a non-probability purposive sampling technique. The conceptual model was tested using Partial Least Squares Structural Equation Modeling (PLS-SEM) via Smart PLS 4.0. Findings: The results reveal that perceived convenience and digital promotional offers significantly and positively influence both consumer attitude and behavioral intention. Consumer attitude acts as a significant mediator in these relationships. Critically, cyber-security risk is found to exert a significant negative moderating effect on the relationship between consumer attitude and behavioral intention, indicating that high perceived data privacy threats dampen consumers' willingness to adopt digital health applications, even when their underlying attitude is favourable Practical Implications: For health-tech entrepreneurs, diagnostic laboratories, and pharmaceutical marketers, the findings highlight the necessity of optimizing app convenience and leveraging digital promotional offers. Crucially, marketers must prioritize robust cybersecurity infrastructure and transparently communicate data protection policies to consumers, as mitigating cyber-risk is essential for converting positive attitudes into actual usage. Originality/Value: This study extends …
subject: Articles
  topic: section
subject: App-based laboratory home-sampling
  topic: keywords
subject: Consumer behavioural intention
  topic: keywords
subject: Cyber-security risk
  topic: keywords
subject: Digital promotional offers
  topic: keywords
subject: pharmaceutical sector
  topic: keywords
subject: UTAUT2
  topic: keywords
subject: TRA
  topic: keywords
creator: Ejaz ul Islam
creator: Muhammad Shahroz
creator: Taha Qamar
creator: Tahir Bin Yousu4
rights: Copyright (c) 2026 Ejaz ul Islam, Muhammad Shahroz, Taha Qamar, Tahir Bin Yousu4 https://creativecommons.org/licenses/by/4.0
date: 2026-03-30
publication date: 2026-03-30
doi: 10.51239/nrjss.v19i1.515

Illusion of Transparency: How Unverified Vehicle History Reports and Digital Guarantees Cause Consumer Vulnerability
type: item
description: Objective: This study examines the influence of perceived risk on consumers' purchasing behavior in Pakistan's online used-car market and investigates the mediating role of consumer trust in the relationship between perceived risk and purchasing behavior. Design/Methodology/Approach: A quantitative, cross-sectional study approach was used, by utilizing survey data collected from 401 Pakistani online buyers of used cars. A standardized questionnaire with a five-point Likert scale was used to collect the data. The Partial Least Squares Structural Equation Modeling (PLS-SEM) with Smart PLS 4.0 was used to assess the measurement and structural models and test the proposed hypotheses using bootstrap. Findings: According to the test results, the perceived value of risk has a negative impact on customer buying behavior (β = –0.461, p < 0.001) and considerably lowers customer trust (β = –0.631, p < 0.001). On the other hand, buying behavior is strongly positively impacted by consumer trust (β = 0.417, p < 0.001). Hence the mediation study shows, 36.3% of the overall impact is mediated by consumer trust in the link between perceived risk and buying behavior. The results demonstrate that trust indicates the negative impact of perceived risk, risk still has a significant direct influence on customer behavior. Practical Implications: Online used-car platforms should strengthen risk-reduction mechanisms through verified vehicle inspections, transparent information disclosure, secure payment systems, and trust-enhancing practices to improve consumer confidence and encourage online purchases. Originality/Value: This study extends the literature on online consumer behavior by providing empirical evidence from an emerging economy and demonstrating the mediating role of consumer trust in the perceived risk–purchasing behavior relationship within Pakistan's digital used-car marketplace. Keywords: Perceived Risk; Consumer Trust; Purchasing Behavior; Online Used-Car Platforms; PLS-SEM; …
subject: Articles
  topic: section
subject: Perceived Risk
  topic: keywords
subject: Consumer Trust
  topic: keywords
subject: Purchasing Behavior
  topic: keywords
subject: Online Used-Car Platforms; PLS-SEM
  topic: keywords
subject: Emerging Economy & Pakistan
  topic: keywords
creator: Ejaz ul Islam
creator: Ali Babar Syed
creator: Saba Mukhtar Paracha
rights: Copyright (c) 2025 Ejaz ul Islam, Ali Babar Syed, Saba Mukhtar Paracha https://creativecommons.org/licenses/by/4.0
date: 2025-12-30
publication date: 2025-12-30
doi: 10.51239/nrjss.v18i4.514

A comparative analysis of alternative indexing strategies in an Emerging Equity Market
type: item
description: This study evaluates the performance of alternative fundamentally weighted (FW) portfolios compared to traditional capitalization-weighted (CW) portfolios using secondary data from July 2000 to June 2024. For this purpose, monthly indexes were constructed using fundamental metrics such as net income (NI), earnings before interest and taxes (EBIT), book-value + intangibles (BV+I), cash flows (CF), and dividends (D) along with a composite (COMP) index using both latest & moving average (5-year) values. Moreover, Sharpe, Treynor, and Sortino ratios are used with regression considering various asset pricing models to investigate return-generating attributes of FW portfolios. The descriptive and risk-adjusted measures indicate that CW dominates all the alternative FW portfolios over a full-sample period July 2000–June 2024. However, the COMP index consistently outperforms the CW from July 2000 to June 2008 & July 2014 to June 2019, suggesting alternative FW strategies may be more effective during periods of market instability. Hence, this study presents alternative FW indexation as a practical strategy during times of economic chaos only, offering a higher risk-return trade-off by mitigating the impact of noisy prices. It uniquely contributes to the scarce literature by constructing more mean-variant efficient portfolios based on fundamental metrics in Pakistan’s equity market. Keywords: Fundamentally-weighted (FW) index, Capitalization-weighted (CW) index, Mean-variance efficient portfolio
subject: Articles
  topic: section
subject: Fundamentally-weighted (FW) index
  topic: keywords
subject: Capitalization-weighted (CW) index
  topic: keywords
subject: Mean-variance efficient portfolio
  topic: keywords
creator: Asra Shaikh
creator: Muhammad Mujtaba
rights: Copyright (c) 2026 Asra Shaikh, Muhammad Mujtaba https://creativecommons.org/licenses/by/4.0
date: 2026-03-30
publication date: 2026-03-30
doi: 10.51239/nrjss.v19i1.513

Discrimination at Workplace and Behavior of employees as citizens: The mediating role of job dissatisfaction.
type: item
description: Objective: This study examines how employees' Organizational Citizenship Behavior (OCB) is impacted by workplace discrimination and investigates the role that job dissatisfaction plays as a mediator in the relationship between OCB and workplace discrimination. According to the study, which is based on Organizational Justice Theory, discriminatory practices lower employees' desire to engage in discretionary and extra-role actions by increasing job unhappiness. Design/Methodology/Approach: Employees in the manufacturing, healthcare, and educational sectors were surveyed using a standardized questionnaire as part of a quantitative study design. The proposed conceptual model was examined using Partial Least Squares Structural Equation Modeling (PLS-SEM) to look into the direct and indirect relationships between workplace discrimination, organizational citizenship behavior, and job dissatisfaction. Findings: The results show that discrimination in the workplace has a negative impact on corporate citizenship. Additionally, this link is partially mediated by job dissatisfaction, suggesting that discriminatory interactions decrease employees' voluntary workplace actions by raising job dissatisfaction. The findings show that perceptions of unjust treatment have a negative impact on employee attitudes and behaviors, which empirically supports the Organizational Justice Theory. Practical Implications: The study highlights the importance of promoting justice, equity, and inclusive corporate policies in order to reduce discriminatory circumstances and increase employee satisfaction. Effective diversity management techniques, anti-discrimination policies, and employee support initiatives should be used by managers and lawmakers in order to foster positive workplace behaviors, improve organizational performance, and increase employee engagement. Originality/Value: This study contributes to the body of prior research by integrating workplace discrimination, job dissatisfaction, and…
subject: Articles
  topic: section
subject: Workplace discrimination
  topic: keywords
subject: Organizational citizenship behavior
  topic: keywords
subject: Job dissatisfaction
  topic: keywords
subject: Organizational justice
  topic: keywords
creator: Nazish Baladi
creator: Khalida Khan
creator: Farah Shaikh
rights: Copyright (c) 2025 Dr Nazish Baladi, Khalida Khan https://creativecommons.org/licenses/by/4.0
date: 2026-06-30
publication date: 2026-06-30
doi: 10.51239/nrjss.v18i4.512

From Administration to Strategy: A Systematic Review of Traditional HR to Talent Management Transition in Pakistan
type: item
description: Objective: This paper is a systematic review of the literature that reviews and summarizes the literature findings and identifies critical research gaps for further research in the context of Pakistan. Design/methodology/approach: A systematic literature review has been performed as per PRISMA guidelines. A structured search string was used to perform searches on various reliable electronic databases. Studies were selected if they had to be peer-reviewed, published between 2013 and 2025, and reported HRM in work organizations in Pakistan or a comparison of HRM in other developing countries. The Mixed Methods Appraisal Tool (MMAT) was used to assess the quality. Out of 777 original records, 27 comparative studies for Pakistan and 5 studies for the other countries were made. Findings: HRM in Pakistan is found to be administrative in nature, with a rigid structure and culturally bound, with the banking sector being the most studied one. Comparative studies among the international also prove that even though some barriers (resource constraints, change resistance) are common across the developing economies, Pakistan has unique cultural barriers such as the hierarchical nature of authority and favoritism, which the western model does not take into consideration. Four types of gaps are identified: (1) sectorial (pharmaceuticals, manufacturing, government under-researched); (2) methodological (78% qualitative, zero longitudinal studies); (3) comparative (minimal cross-national analysis despite available benchmarks); and (4) theoretical (blind use of Western frameworks). The pharmaceutical industry, which is economically important and experiences specific regulations, is especially neglected. Originality/value: This is the systematic mapping of HRM literature in Pakistan that includes international comparative studies in order to differentiate between universal and context-specific barriers. It proposes a theoretically based research agenda that can be empirically tested, an…
subject: Articles
  topic: section
subject: Traditional HR
  topic: keywords
subject: talent management
  topic: keywords
subject: Pakistan
  topic: keywords
subject: systematic literature review
  topic: keywords
creator: Huma Hanif
creator: Muhammad Azam
rights: Copyright (c) 2026 Huma Hanif, Muhammad Azam https://creativecommons.org/licenses/by/4.0
date: 2026-07-27
publication date: 2026-07-27
doi: 10.51239/nrjss.v19i2.511

Exploring the Causes of Shortage of Nurses: Policy Recommendations & Framework for Nursing Sector of Pakistan
type: item
description: Nursing professionals play an important role in managing healthcare facilities and improving public health outcomes, nevertheless, the shortage of nurses has remained a global healthcare challenge. While the prior studies have highlighted various causes pertaining to the shortage of nurses, however, they mostly focused on identifying the challenges, and as such there was little emphasis on recommending practical solutions to those problems. Based on the gaps in the extant literature, the current study not only identifies the key causes related to the shortage of nurses in Pakistan, it additionally explores these challenges from a practical solution perspective. Accordingly, the data were collected using semi-structured interviews that involved various nursing professionals (Practitioners, Instructors, Administrators & Regulators) working in various provinces of the country. The results uncover the main causes of the brain drain within the nursing sector including the overall retention challenges faced to the healthcare organizations of Pakistan. Notably, the factors such as under-staffing, burnouts, inadequate patient-nurse ratio, staff well-being, outdated curriculum and weak nursing policy framework, appeared to be the key contributors of nurses’ shortage and subsequent retention challenges within the nursing sector of Pakistan. This research thus offers a qualitatively-validated framework that highlights the key challenges faced to the nursing professionals coupled with some practical recommendations for enhancing performance, efficiency and retention ratio of the nursing workforce in Pakistan.
subject: Articles
  topic: section
subject: Shortage of Nurses
  topic: keywords
subject: Nursing Professionals
  topic: keywords
subject: Public Health Management
  topic: keywords
subject: Qualitative Framework
  topic: keywords
subject: Policy Recommendations
  topic: keywords
subject: Nursing Sector of Pakistan
  topic: keywords
creator: Maleeha Jawed
creator: Dr. Junaid Rehman
creator: Dr. Shahjehan Manthar
rights: Copyright (c) 2025 Maleeha Jawed, Dr. Junaid Rehman, Dr. Shahjehan Manthar https://creativecommons.org/licenses/by/4.0
date: 2025-12-31
publication date: 2025-12-31
doi: 10.51239/nrjss.v18i4.510

EFFECTS OF ONLINE SHOPPING AND TRENDS ON CONSUMER BUYING BEHAVIOR
type: item
description: Shopping plays a very important role if it's online shopping because sometimes you don’t get what you see. But now the business has shifted to online, customers are moving ahead but there is still room for some difficulties that are being faced by all of us. The study is to analyses the impact of online shopping on customers' buying behavior. The study is primary research. The study has the quantitative data approach and by using quantitative research tools (questionnaires) the collection of primary data for this study has been done. The three variables have been highlighted for the studies such as product variety, convenience, and privacy. Now, these are factors that create a hindrance in buying behavior. We find different and a lot of options in online shopping like sizes, colors, and styles. We don’t have to travel for unique purchases; we can get within a matter of hours, and it is more convenient than traditional shopping; it saves time, effort, and travel allowance. To avoid the unnecessary long hours, wait, and lastly the main is privacy concerns such as personal data, address, etc. In Covid times people are shifted to digital shopping, the recent research said in 20/06/2021indicates that, the online shopping ratio is increases drastically like 2.41 billion people are moving towards online shopping. Another research, US Ecommerce Growth Jumps to More than 30%, Accelerating Online Shopping shift by nearly 2 years.
subject: Articles
  topic: section
subject: Online shopping
  topic: keywords
subject: Consumer buying Behavior
  topic: keywords
subject: convenience
  topic: keywords
subject: privacy
  topic: keywords
creator: Mehtab Ahmed Wadho
creator: Bisma Lakho
creator: Mehtab Samo
creator: Ali Raza
creator: Muhd Yaseen
creator: Karishma Devi
rights: Copyright (c) 2025 Mehtab Ahmed Wadho, Bisma Lakho, Mehtab Samo, Ali Raza, Muhd Yaseen, Karishma Devi https://creativecommons.org/licenses/by/4.0
date: 2025-09-30
publication date: 2025-09-30
doi: 10.51239/nrjss.v18i3.509

Economic Burden of Vaccine-Preventable Diseases in Healthcare Systems of Pakistan
type: item
description: Vaccine-preventable diseases (VPDs), including measles, polio, hepatitis B, and diphtheria, continue to exert a substantial public health and economic burden in Pakistan despite the availability of effective immunization strategies. This study evaluates the economic impact of VPDs on Pakistan’s healthcare system and examines the cost-effectiveness and potential savings associated with comprehensive vaccination programs. Using a retrospective descriptive design, quantitative and qualitative data were analyzed over a five-year period (2018–2023) from healthcare facilities, national health databases, government reports, and surveys of healthcare professionals. Direct healthcare costs were estimated based on hospitalization, treatment, and long-term care expenditures, while indirect costs were calculated using productivity losses, disability-related economic impacts, and the human capital approach for premature mortality. Cost-effectiveness and cost–benefit analyses were employed to compare vaccination expenditures with costs averted through disease prevention. The findings reveal that VPDs impose millions of dollars in annual direct healthcare costs, compounded by significant indirect losses from reduced productivity, long-term disability, and premature mortality. In contrast, public expenditure on vaccination programs was markedly lower than the economic burden associated with treating VPD cases. The analyses demonstrated a strong return on investment for immunization, with every dollar spent on vaccination yielding substantial economic savings and health benefits. Barriers to optimal vaccine coverage, including logistical constraints, vaccine hesitancy, and socio-political challenges, were also identified. Overall, the study underscores that strengthening vaccination programs is both a public health imperative and an economically sound strategy. Enhanced immunization coverage can significantly reduce disease burden, alleviate financial pressure on the healthcare syst…
subject: Articles
  topic: section
subject: Vaccine-preventable diseases
  topic: keywords
subject: economic burden
  topic: keywords
subject: healthcare costs, vaccination programs
  topic: keywords
subject: public health
  topic: keywords
subject: cost-effectiveness, immunization coverage
  topic: keywords
creator: Mujeeb Ahmed Wadho
creator: Salim Asghar Shar
creator: Anita Rathore
creator: Kiran Khan
creator: Marvi
rights: Copyright (c) 2025 Mujeeb Ahmed Wadho, Salim Asghar Shar, Anita Rathore, Kiran Khan, Marvi https://creativecommons.org/licenses/by/4.0
date: 2025-09-30
publication date: 2025-09-30
doi: 10.51239/nrjss.v18i3.508

The Dynamic Interplay between Economic and Monetary Variables: Evidence from Pakistan
type: item
description: This paper examines the dynamic correlation among major economic indicators and monetary variables in the Pakistani economy over the period 1990 to 2024. Applying time series data and econometric modeling strategies such as Augmented Dickey-Fuller (ADF) tests, Auto Regressive Distributed Lag (ARDL) models and Error Correction Models (ECM) the study finds out the magnitude of effect that fiscal deficit, foreign direct investment (FDI) and the tax revenue, central government debt and exchange rates have on inflation, broad money supply and interest rates. Findings indicate that exchange rate movements have a stable and meaningful influence on all three monetary variables, both in the short- and long-run. FDI inflows have the effect of a significant impact on liquidity, whereas tax revenue and debt show mixed impacts according to the monetary variable involved. The ECM estimates stand up the existence of long-run equilibrating relations, and different adjustment rates of the different dependent variables. These results support the notion that macroeconomic coordination, especially of the fiscal and monetary policies, is paramount, and they imply that the management of exchange rates and the sterilization of capital flows should not be discarded as a priority. The paper also comments on discordant findings of the literature and gives justifiable reasons in support of differences. The results provide meaningful pieces of information to policymakers who would like to enhance the monetary stability in the Pakistani context.
subject: Articles
  topic: section
subject: Artificial Intelligence
  topic: keywords
subject: Algorithmic Bias
  topic: keywords
subject: Fairness
  topic: keywords
subject: Bias Mitigation
  topic: keywords
subject: Responsible AI
  topic: keywords
subject: Automation Bias
  topic: keywords
subject: Cognitive Bias
  topic: keywords
creator: HMA Hanif
creator: Usman Kaleem Paracha
creator: Aiza Khan
creator: Waqas Noor
creator: Muhammad Irfan
rights: Copyright (c) 2025 HMA Hanif, Usman Kaleem Paracha, Aiza Khan, Waqas Noor, Muhammad Irfan https://creativecommons.org/licenses/by/4.0
date: 2025-06-30
publication date: 2025-06-30
doi: 10.51239/nrjss.v18i2.507

SOCIOLOGICAL ANALYSIS OF YOUTH DEVIANT BEHAVIOR: A QUANTITATIVE STUDY ON UNDERGRADUATE STUDENTS
type: item
description: The present study focuses on the deviant behavior which is a major problem among the young generation. Deviant behavior is increasing globally each passing year. Issue is seen in all societies but its extent of issue is bit higher in developing countries. To deal with deviant behavior among masses, different theories were developed to understand root causes of issue, such as social control theory, differential association theory, labelling theory, social ecological theory and so forth. The main aim of the current research is to figure out the main determinants. The conceptual framework consists of four major factors such as delinquent attitude, delinquent peer, and community disorder on deviant behavior. Hence, current research investigates the impact of delinquent attitude, delinquent peers, and community disorder on deviant behavior among the undergraduate students at University of Sindh, Jamshoro, Sindh. Study uses quantitative research method to measure impact of independent variables and dependent variable by using cross-sectional data which were collected from university students. Hypothetical relationships were measured through multi-regression on sample of 227 by using simple random sampling technique. Results reveal that there is no significant impact of delinquent attitude on deviant behavior while delinquent peer and community disorder were found positive and significant with deviant behavior. Therefore, out of three hypotheses, two were accepted while one rejected. Results proved that multiple factors of social environment provoke to nurture deviant behavior among youth.
subject: Articles
  topic: section
subject: Delinquent attitude
  topic: keywords
subject: Delinquent peer
  topic: keywords
subject: Community disorder
  topic: keywords
subject: Deviant behavior and Youth
  topic: keywords
creator: Adeel khan Brohi
creator: Shayan Qayoom Suddiqu
creator: Zahid Hussain Mirani
rights: Copyright (c) 2025 Adeel khan Brohi , Shayan Qayoom Suddiqu, Zahid Hussain Mirani https://creativecommons.org/licenses/by/4.0
date: 2024-09-30
publication date: 2024-09-30
doi: 10.51239/nrjss.v18i3.506

Evaluating the Effectiveness of Health Care Projects by NGOs in Sindh: Challenges and Prospects for Improvement.
type: item
description: Healthcare is a fundamental necessity of a prosperity society that warrants untiring commitment towards delivering effective, affordable & accessible services. In Sindh province, the challenge of ensuring high-quality healthcare is intensified by limited governmental funding in addition to inadequate healthcare infrastructure that collectively hamper access to vital healthcare services for the general public. This calls for strategically-revisiting the current approach, where Non-Governmental Organizations (NGOs) can play an instrumental role in bridging the healthcare performance gaps and minimizing the service delivery challenges at the government’s end. This qualitative study therefore explores the enhancement of healthcare project outcomes within the NGOs operating in Sindh province through the adoption of project management standards & methodologies of Project Management Institute (PMI), USA, coupled with an evaluation of other key challenges that hinder project governance & delivery. In this regard, the data were collected using semi-structured interviews done with NGO Representatives, Donors & Public Health Professionals including the Executives of Sindh government health department and subsequently analyzed using thematic analysis method. The results uncover some key actionable insights & strategies on how healthcare service delivery projects can be improved through effective collaborations & partnerships between the healthcare NGOs and health department of Sindh province, coupled with the adoption of internationally-established standards of PMI for effectively enhancing the performance & efficiency of the projects and consequently achieving the desired public health outcomes.
subject: Articles
  topic: section
subject: Healthcare NGOs
  topic: keywords
subject: Sindh Province
  topic: keywords
subject: Public Health
  topic: keywords
subject: Project Management
  topic: keywords
subject: PMI Standards & Methodologies
  topic: keywords
subject: Public Service Delivery
  topic: keywords
creator: Atiq ur Rehman
creator: Junaid Rehman
creator: Shahjehan Manthar
rights: Copyright (c) 2025 Atiq ur Rehman, Junaid Rehman, Shahjehan Manthar https://creativecommons.org/licenses/by/4.0
date: 2025-09-30
publication date: 2025-09-30
doi: 10.51239/nrjss.v18i3.505

Urban Female Entrepreneurs: An Empirical Evidence from Pakistan
type: item
description: Although women constitute nearly half of Pakistan’s population, female entrepreneurship continues to face substantial personal, social, and financial challenges. Limited access to professional networks, regulatory constraints, and institutional barriers significantly impedes the growth and sustainability of women-owned businesses in the country. In response, this study empirically examines the effects of personality traits, push and pull motivations, institutional environment, perceived access to finance, professional networks, and government and NGO assistance on Female Entrepreneurial Activity (FEA). Using a quantitative research design, data were collected through a survey employing simple random sampling from 400 urban female entrepreneurs. The data were analyzed using SmartPLS. The findings reveal that most determinants have a positive and significant influence on FEA, while access to formal networks, opportunity-driven motivation, and risk-taking propensity do not show significant effects. These results indicate that entrepreneurial behavior among urban women is shaped by complex contextual and individual dynamics, challenging some conventional assumptions in entrepreneurship literature. From a policy and research perspective, this study offers valuable insights for government and development stakeholders in formulating targeted urban policies aimed at effectively harnessing female entrepreneurial potential. While existing research predominantly emphasizes rural female entrepreneurship, this study addresses a critical gap by focusing on the urban context. By doing so, it contributes meaningfully to the literature on female entrepreneurship in Pakistan and provides an evidence-based foundation for inclusive and sustainable urban economic development.
subject: Articles
  topic: section
subject: Necessity-Based Entrepreneurship
  topic: keywords
subject: Perceived Access to Finance, Institutional Environment
  topic: keywords
subject: Access to a Formal or Professional Network
  topic: keywords
subject: Government and Non-Government Organization Support
  topic: keywords
subject: Female Entrepreneurial Activity
  topic: keywords
creator: Marvi Soomro
creator: Naseem Ahmed Kanhar
creator: Muhammad Zahid
rights: Copyright (c) 2025 Marvi Soomro, Naseem Ahmed Kanhar, Muhammad Zahid https://creativecommons.org/licenses/by/4.0
date: 2025-09-30
publication date: 2025-09-30
doi: 10.51239/nrjss.v18i3.504

Social Media Marketing Activities and Customer Citizenship Behaviors: A Moderated Mediation Model of Brand Credibility and Customer Well-Being
type: item
description: Purpose: In the high competitive environment of business, the war of attainment of competitive advantage is increasing day by day between the firms. Companies are now in search that how they can attract and retain the customer with devotion. By following the notion of theory of reason action, this study examine the indirect impact of brand credibility between social media marketing activities and customer citizenship behaviors. Furthermore, this study investigates the moderating role of customer well-being beween brand credibility and customer citizenship behaviors. Methods: Present study data was collected using simple random sampling technique, from 435 participants of different section of society (i.e., government officials, private job holders and self-employed) from major cities of Punjab, Pakistan. Further, the data was analyzed using different statistical techniques and software. Findings: The results of this study revealed that brand credibility mediates the relatonship between social media marketing activities and customer citizenship behaviors. Further, the findings of this study shows that higher levels of customer well-being boost the customer citizenship behaviors with higher levels of brand credibility. Moreover, this study also states that customer well-being also moderates the indirect effect of social media marketing activities on customer citizenship behaviors via brand credibility. Originality: This study explains the importance of social media marketing activities for customer citizenship behaviors which indirectly influenced by the brand credibility. Further, this study reveals that customer at higher level of their well-being able to demonstrte citizenship behaviors with higher brand credibility. Implications: This findings of this study suggested that firms can attain competitive advantage and customer citizenship behaviors using social media marketing activities. Further, using the findings of this study companies attain the brand credibiltiy…
subject: Articles
  topic: section
subject: Social Media Marketing Activities (SMMA)
  topic: keywords
subject: Brand Credibility (BC)
  topic: keywords
subject: Customer Well-Being (CW)
  topic: keywords
subject: Customer Citizenship Behavior (CCB)
  topic: keywords
subject: Theory of Reasoned Action (TRC)
  topic: keywords
creator: Anum Saeed
creator: Madiha Hashmi
creator: Sadia Kanwal
creator: Aqsa Riaz
rights: Copyright (c) 2024 Anum Saeed, Madiha Hashmi, Sadia Kanwal, Aqsa Riaz https://creativecommons.org/licenses/by/4.0
date: 2024-10-13
publication date: 2024-10-13
doi: 10.51239/nrjss.v17i4.503

PEDAGOGICAL ALIGNMENT in BUSINESS EDUCATION: Faculty Preferences Across NBEAC‑Accredited Subjects in Pakistan
type: item
description: Background: Pedagogical practices in business education significantly shape student learning outcomes. However, limited research has examined how faculty in Pakistan align teaching methodologies with the nature of business subjects, as defined by the National Business Education Accreditation Council (NBEAC). Objective: To identify business educators’ preferred teaching methodologies across 21 core and specialized subjects, and to propose a framework for subject-specific pedagogical alignment. Methods: A descriptive survey research design was employed. Data were collected from 66 faculty members teaching both foundational and specialized business courses across accredited business schools in Pakistan. Preferences for teaching methodologies were analyzed across subject categories. Results: Findings revealed that Flipped Learning (FL) was the preferred approach in 12 out of 21 subjects, particularly in applied and conceptually rich areas such as entrepreneurship, human resource management, marketing, and business communication. Traditional lecture-based instruction dominated in technically oriented and quantitatively structured courses, including accounting, finance, and business mathematics. Only one subject—Microeconomics—was identified as best suited to a blended model integrating FL with lectures. Conclusion: The study introduces a subject-specific pedagogical mapping framework that aligns teaching methodologies with curricular content. This framework provides strategic insights for faculty development, curriculum planning, and policy formulation in business education. The findings highlight the need for differentiated pedagogical approaches to enhance learning outcomes across diverse business disciplines in Pakistan.
subject: Articles
  topic: section
subject: Business education
  topic: keywords
subject: Flipped learning
  topic: keywords
subject: Traditional lecture
  topic: keywords
subject: Blended pedagogy
  topic: keywords
subject: NBEAC curriculum
  topic: keywords
subject: Pakistan tertiary education
  topic: keywords
creator: Farah Shaikh
creator: Dr. Arabella Bhutto
creator: Dr Muhammad Moinuddin Qazi Abro
creator: Dr. Adnan Pitafi
rights: Copyright (c) 2025 Farah Shaikh, Dr. Arabella Bhutto, Dr Muhammad Moinuddin Qazi Abro https://creativecommons.org/licenses/by/4.0
date: 2025-06-30
publication date: 2025-06-30
doi: 10.51239/nrjss.v18i2.502

Impact of Cryptocurrency Adoption on Various Financial Markets in Pakistan
type: item
description: Purpose: The purpose of this study is to examine how the adoption of major cryptocurrencies affects the financial markets of Pakistan. It focuses on three key areas: the gold market, the stock market (KSE-100 index), and the bond market. Design: This research employs a quantitative approach, utilizing regression analysis to investigate the relationship between the adoption of five major cryptocurrencies (Bitcoin, Ethereum, Binance Coin, Cardano, and Ripple) and their impact on gold prices, stock market performance, and bond price movements in Pakistan. Findings: The results show that cryptocurrencies do affect financial markets, but each coin has a different impact. Bitcoin and Binance Coin increase gold prices, while Cardano and Ripple decrease them. In the stock market, Bitcoin lowers the index, but Ethereum and Ripple increase it. Cardano and Binance Coin have little to no impact on stocks. For bonds, Cardano and Ripple lower prices, while Binance Coin and Ethereum raise them. Bitcoin has a small negative effect on bonds. Originality and Value: This study contribute significantly to reshaping the investment culture in Pakistan, particularly in the context of evolving regulatory frameworks, creating awareness about digital currencies especially cryptocurrencies so that financial investors, portfolio and fund managers can take better informed decisions. Keywords: Cryptocurrency, Blockchain Technology, Financial Inclusion, Bitcoin, Ethereum, Gold Market, Stock Market, and Bond Market JEL Classification codes: G0, G1, G2, O3
subject: Articles
  topic: section
subject: Cryptocurrency
  topic: keywords
subject: Blockchain Technology
  topic: keywords
subject: Financial Inclusion
  topic: keywords
subject: Bitcoin
  topic: keywords
subject: Ethereum
  topic: keywords
subject: Gold Market
  topic: keywords
subject: Stock Market
  topic: keywords
subject: Bond Market
  topic: keywords
creator: Hameer Hussain Shah
creator: Asra Shaikh
creator: Muhammad Mujtaba
creator: Tanveer Hussain Shah
rights: Copyright (c) 2025 Hameer Hussain Shah, Asra Shaikh, Muhammad Mujtaba, Tanveer Hussain Shah https://creativecommons.org/licenses/by/4.0
date: 2025-06-30
publication date: 2025-06-30
doi: 10.51239/nrjss.v18i2.501

Do CEO Attributes, Audit Quality, and Gender Diversity Influence Earnings Management? Evidence from Pakistan
type: item
description: Purpose Earnings management remains a critical concern for investors and policymakers, particularly in emerging economies. This study examines the influence of CEO attributes, audit quality, and gender diversity on earnings management in Pakistan, with a focus on their moderating roles. Design/Methodology/Approach The study analyzes a sample of 150 non-financial firms listed on the Pakistan Stock Exchange (PSE) over the period 2016–2021, comprising 750 firm-year observations. Robust econometric techniques are employed to test the impact of CEO attributes, female board representation, and audit quality on earnings management. Further, the study examines the moderating effects of CEO tenure, CEO experience, and audit quality on the relationship between female directors and earnings management. Findings The results reveal that female board representation is positively associated with earnings management, which contrasts with prior studies that generally report a negative relationship. Moreover, the moderating effects of CEO tenure, CEO experience, and audit quality provide unique insights into how leadership characteristics and audit mechanisms shape the relationship between gender diversity and earnings management. Originality This study is the first to explore the moderating role of CEO attributes and audit quality alongside gender diversity in the Pakistani context. The use of a large dataset and robust methodological approach strengthens the reliability of the findings, offering novel contributions to the literature on corporate governance and earnings management. Research Implications The findings carry important implications for managers, investors, policymakers, regulators, and academic researchers. They highlight key governance mechanisms that influence earnings management practices, providing insights relevant to both emerging and developed economies. For practitioners, this study identifies critical factors such as CEO characteristics and board gender composi…
subject: Articles
  topic: section
subject: CEO attributes
  topic: keywords
subject: audit quality
  topic: keywords
subject: gender diversity
  topic: keywords
subject: earnings management
  topic: keywords
creator: Asma Bano
creator: Muhammad AsadUllah
rights: Copyright (c) 2025 Lecturer Asma Bano, Associate professor Muhammad AsadUllah https://creativecommons.org/licenses/by/4.0
date: 2025-06-30
publication date: 2025-06-30
doi: 10.51239/nrjss.v18i2.500

Generative AI and its impact on Supply Chain Performance in Faisalabad health care system
type: item
description: Traditionally, investigation on Artificial Intelligence mainly dedicated on its implications, including the advantages and disadvantages of its application. However, investigating the factors driving the demand for AI across various domains is equally critical, particularly for stakeholders and employees striving to enhance their efforts and organizational growth. This issue holds significant relevance for Pakistan, especially given the recent decline in the country's economic performance. A noticeable trend in Pakistan is the preference for manual methods over technological solutions. The objective of this study is to explain the key factors influencing artificial intelligence adoption among the people of Pakistan, with a particular focus on the healthcare sector. Data was gathered from 108 valid health care respondents, and the proposed research model was evaluated using regression analysis through PLS-SEM software. Hypotheses were subsequently tested. The findings indicate that artificial intelligent overall impact is positive, even when mediated by factors such as production management, supplier collaborations and relationships, and a digital and intelligent environment. These results provide valuable insights for policymakers, emphasizing the need to incorporate AI into routine activities and encourage its use among employees. Initiatives like employee training and development programs to highlight AI's benefits and enhance their expertise in specialized areas would significantly contribute to skills improvement and overall productivity.
subject: Articles
  topic: section
subject: Electronic Supply Chain System
  topic: keywords
subject: Supply Management
  topic: keywords
subject: Integrating Digital Technologies
  topic: keywords
subject: Generative AI, Manufacturing Processes
  topic: keywords
subject: Resource availability
  topic: keywords
subject: Demand, Collaboration
  topic: keywords
creator: Dr. Ahras Rashid
creator: Dr. Muhammad Nazam
rights: Copyright (c) 2025 Dr. Ahras Rashid, Dr. Muhammad Nazam https://creativecommons.org/licenses/by/4.0
date: 2025-06-30
publication date: 2025-06-30
doi: 10.51239/nrjss.v18i2.499

Factors affecting the Circular Supply Chain and Zero Waste: A Systematic Literature Review
type: item
description: The current rate of resource consumption is alarming and if things proceed at the same level, we will soon be facing a global emergency. The circular supply chain has become quite relevant. However, the shift from a linear model to a circular one required organizational support at multiple levels. The CSC emphasizes the adoption of reuse, recycling, and remanufacturing. Incorporating circularity in the supply chain offers unique opportunities for making it possible to implement supply chain operations in the long run. Although the importance of this shift is huge, organizations are still facing trouble bringing about this change successfully because of the lack of knowledge about barriers to implementation, risks, and success factors. This research was carried out to identify barriers to circular supply chain implementation and factors in implementing circular supply chains. Identifications of these elements from a perspective that a generalized approach needs to be drawn to help organizations/industries of all types and sizes can help them develop the appropriate strategies for effectively handling circular supply chain practices. For the identification, PRISMA analysis was carried out. Primary relevant studies were selected through different sources of data including Google Scholar, Science Direct, JSTOR, Web of Science, Emerald Insights, and IEEE. Inclusion and exclusion criteria were then followed to filter the studies. Finally, 21 studies were made part of the final research. These studies provided insights into the barriers and success factors in implementing the CSC. 17 barriers that make it difficult to practice a circular supply chain and 9 factors to implement a circular supply chain were identified. More studies can be scrutinized to explore the ranking of these barriers and enablers to assist organizations in designing a reliable framework for change implementation. The findings can also help contribute towards transforming supply chains. They can be uti…
subject: Articles
  topic: section
subject: circular supply chain management
  topic: keywords
subject: Circular supply chain
  topic: keywords
subject: PRISMA
  topic: keywords
creator: Riaz Ali
creator: Zakee Saadat
creator: Adnan Ahmad Naeem
rights: Copyright (c) 2025 Riaz Ali, Zakee Saadat, Adnan Ahmad Naeem https://creativecommons.org/licenses/by/4.0
date: 2025-03-29
publication date: 2025-03-29
doi: 10.51239/nrjss.v18i1.498

Impact of Cybersecurity Risks and Mitigation Strategies on Banking Industry
type: item
description: Purpose: This research focuses to evaluate the impact of cybersecurity risks impact on banks' financial performance, reputation, and customer trust, respectively. It also identifies the cybersecurity risks facing banks in this digitalized era. Design/Method/Approach: The research uses a sample of 121 private bank users in Faisalabad, Pakistan, and apply quantitative methods, such as correlation and regression analysis, to analyze these risks and their mitigation strategies. Findings/Results: Findings indicate that cybersecurity risks have a negative impact on banks' financial performance and reputation but drive the adoption of robust mitigation strategies. These include advanced technologies like encryption, firewalls, intrusion detection systems, and two-factor authentication, alongside employee training and regular vulnerability assessments. Despite their effectiveness, demographic and technological variations influence the degree of success, with younger, tech-savvy individuals showing greater responsiveness to mitigation efforts. Mitigation strategies have a strong positive correlation with enhanced financial performance and customer trust, thus underlining their role in building resilience. Originality: This study shows novelty because it examines cybersecurity threats and mitigation measures in banking with emphasis on emerging threats and regional challenges. It presents findings by examining particular literature, assessing existing frameworks, and suggesting context-specific solutions addressing under-researched areas in developing economies' banking sectors. Research Implications: The study highlights the need for collaboration between banks, fintech firms, and regulatory bodies to build integrated responses to cyber threats.
subject: Articles
  topic: section
subject: Cybersecurity Risks
  topic: keywords
subject: Mitigation Strategies
  topic: keywords
subject: Banking Sector
  topic: keywords
subject: Financial Performance
  topic: keywords
creator: Hira
creator: Muhammad Hafeez
creator: Khadija Yasen
creator: Mirza Nasir Jahan Mehdi
rights: Copyright (c) 2025 Hira , Muhammad Hafeez, Khadija Yasen, Mirza Nasir Jahan Mehdi https://creativecommons.org/licenses/by/4.0
date: 2025-03-28
publication date: 2025-03-28
doi: 10.51239/nrjss.v18i1.497

The Impact of FinTech on Environmental Degradation: An Empirical Evidence from APEC Economies
type: item
description: Purpose: Fintech innovation is booming in the Asia-Pacific Economic Cooperation region, with established players and emerging start-ups like launching new products and services. This study aims to determine how Fintech affects Environmental Degradation. Design/Method/Approach: This study consists 17 out of 21 APEC economies region based on data availability from world development indicators. The Stochastic Impacts by Regression on Population, Affluence, and Technology model utilized to formulate the conceptual frame by using 2nd generation panel econometrics approaches. Findings/Results: The empirical analysis reveals that FinTech has a positive impact on CO2 and GHG emissions in APEC economies, implying that advancements in financial technologies may initially drive-up environmental degradation. The Environmental Kuznets Curve (EKC) hypothesis supports an inverted U-shaped relationship between FinTech and CO2 emissions, suggesting that at early stages of FinTech development, emissions rise but may eventually decline as economies mature and adopt greener technologies. Similarly, the relationship between FinTech and GHG emissions follows a downward ∩-shaped pattern, reflecting a reduction in emissions as economic growth slows down due to diminishing returns from GHG-intensive industries. In the short run, bidirectional causality exists between CO2 emissions and the number of ATMs, and unidirectional causality from GDP to both CO2 and ATM expansion indicates that economic growth initially drives environmental degradation. However, in the long run, FinTech may contribute to greater economic efficiency, potentially reducing environmental harm. Originality: Further research is required to fully recognize this delicate assimilation among fintech (financial technology) and environmental degradation, as well as to develop mitigation strategies for any detrimental effects. Based on the available existing literature, there doesn’t seem to be any empirical research that examin…
subject: Articles
  topic: section
subject: Fintech
  topic: keywords
subject: Environmental Degradation
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subject: CO2
  topic: keywords
subject: APEC
  topic: keywords
creator: Neha Akbar
creator: Muhammad Hafeez
creator: Abdul Ghafoor
creator: Mubashra saman
rights: Copyright (c) 2025 Hira , Muhammad Hafeez, Abdul Ghafoor , Mubashra saman https://creativecommons.org/licenses/by/4.0
date: 2024-12-31
publication date: 2024-12-31
doi: 10.51239/nrjss.v17i4.496

Implementation of the Developed Situational Judgment Test in the Faculty Recruitment Process in Higher Education Institutions, Pakistan
type: item
description: The developed 20 Situational Judgment Test situations represented five non-academic domains: Personal Ethics, Organizing & Planning, Communication Skills, Enthusiasm & Motivation, and Resilience & Adaptability. Specifically, 8 situations assessed Personal Ethics, 5 assessed Organizing & Planning, 2 each assessed Communication skills, Enthusiasm & Motivation, 1 assessed Resilience & Adaptability. Of the remaining 2 situations which measured two domains, one measured Organizing & Planning + Resilience & Adaptability, and the other measured Communication Skills + Resilience & Adaptability. The contents and four response choices of each situation in the developed Situational Judgment Test were validated by the vice chancellors of different universities in Sindh province. This group of vice chancellors also developed answer key with consensus for assessment of the answers of Situational Judgment Test test-takers.
subject: Articles
  topic: section
subject: Situational Judgment Test
  topic: keywords
subject: Non-academic Competencies
  topic: keywords
subject: Non-academic domains
  topic: keywords
subject: Answer key development
  topic: keywords
creator: Kousar Khand
creator: Arabella Bhutto
creator: Adnan Pitafi
rights: Copyright (c) 2025 Kousar Khand, Arabella Bhutto, Adnan Pitafi https://creativecommons.org/licenses/by/4.0
date: 2025-03-26
publication date: 2025-03-26
doi: 10.51239/nrjss.v18i1.494