Effectiveness of Social Media Platform: A Perspective of Customer Purchase Intention through Social Networking in the Pakistani Context

The purpose of the study is to explore the association among the social media practices which effect the purchase intention of the consumers in the Pakistani context. The study is helpful for all the practioniers and profit earning organizations as it gives a deep overview of the social media    and their practices applied nowadays. The study also examines the mediating role of brand loyalty in these relationships. Paper, as well as electronic questionnaires, were used to collect data from 1000 consumers who use social channels to make a purchase .Structural equation modeling technique (SEM) was applied to test the hypothesized model. The results reflects that all the independent variables have a significant impact on purchase intention (dependent variable) keeping brand loyalty as the mediating variable. The results of the research are beneficial for all those firms and marketers who are targeting the social networking platforms to reach out to their target customers. This study explores the factors of brand loyalty in relation to social media in a unique way, but having few limitations to research such as the use of convenience sampling .Future directions can help the marketers to aim their consumers very precisely implying these social media studies. Keywords: Social Media, Brand Loyalty, Social Networking, Community Engagements, Impression Management, Brand Use, Purchase intention. JEL Classifications: M1, M3 DOI: https://doi.org/10.32479/irmm.1044

Impact of service quality on customer satisfaction and customer loyalty: Evidence from banking sector

The aim of this research study is to determine the satisfaction level of banking customers regarding quality of different services provided by their bank and their loyalty with the respective bank. Service quality is studied within a spectrum of different dimensions. An effort is also made to find out which service quality dimensions may enhance customer satisfaction and customer loyalty in a better way. Respondents are chosen from a range of varying demographic features using stratified random sampling. Banks from both public and private sector are selected for sampling. Survey questionnaires were distributed among 270 customers of different banks. An 83% (225 respondents) valid response rate is yielded. Descriptive statistics, one sample t-test, correlation and regression are used to analyze the data. Findings indicate that service quality and all its dimensions have significant and positive association with customer satisfaction and customer loyalty. Banking sector is a significant sector in Pakistan's economy and has seen unprecedented growth and raging competition during the last decade. Therefore this study has been specifically conducted to look into this phenomenon and seek empirical justification in this regard by considering service quality as the main contributory factor towards customer satisfaction and customer loyalty

Investigating the Impact of Boundaryless Career Attitudes on Career Success: Decisive Role of Job Crafting

Purpose: Volatile labor market conditions have increased the uncertainty regarding job security which resultantly shifted the career transition focus from organization to individual for career development. Now, employees seem much more responsible for their self-career management. In these circumstances, new career management concepts are gaining attention i.e. Boundaryless career attitudes (BCA), Job Crafting behaviors (JCB), Employability and Success. Hence, the study aims to check the effect of BCA on Career Success through JC and Employability. Design/Methodology/Approach: This is a quantitative, survey-based study which is conducted on the universities’ permanent faculty members of Pakistan. Findings: The results conclude that there exists a positive impact of BCA on Career Outcomes directly and through proactive behavior. Implications/Originality/Value: The study enhances the BCA literature with said career outcomes and provides a guideline to the employees to achieve desired targeted career results

Impact of interactivity of electronic word of mouth systems and website quality on customer e-loyalty

In this study, we aim to identify the impact of interactivity of electronic word of mouth (EWOM) systems on customer e-loyalty based on Interactivity Theory. In electronic market place, consumers now interact with e-retailers and other consumers with the help of EWOM systems. We have also tried to identify the impact of website quality on customer e-loyalty. An empirical data of 400 respondents is collected through questionnaires in the city of Lahore, Pakistan. Structural Equation Modeling (SEM) is employed to analyze the key relationships. Findings show that interactivity of EWOM systems has a positive influence on customer e-loyalty. If this interaction is properly managed, it can increase the customer e-loyalty. Findings also show that website quality has a positive influence on customer e-loyalty. In the context of electronic commerce, EWOM systems are of uprising concern. These findings could be of help to the electronic commerce companies in raising their customers' e-loyalty by appropriately managing their EWOM systems

Impact of Protean Career Attitudes on Career Outcomes via Job Crafting Behavior: A Serial Mediation Model

Purpose: The study proposes that the individuals with protean career attitudes employ best work practices through job crafting behaviors and attain desired career outcomes. Therefore, the purpose of the study is to investigate the impact of protean career attitudes on career outcomes, i.e., Perceived Employability (PE) and Subjective Career Success (SCS) through job crafting behavior. Methodology: The study has a quantitative, deductive research design that mainly focuses on the testation of the hypotheses. This study has been conducted on full-time faculty members of public and private sector Universities of Pakistan Findings: The data from the employees working in the universities of Pakistan revealed that PCA has a positive impact on individual career outcomes. It was also found that there exists a pathway of serial mediation from job crafting towards perceived employability to achieve career success. The individuals who craft their jobs are more likely to enhance their employability, ultimately leading to career success. The study highlights the importance of PCA and Job Crafting behaviors, yet un-explored phenomena, for the employees for career development. Implications: Employees who want to progress and develop their careers should actively engage in task crafting behavior in task crafting, relational crafting, or cognitive crafting

Halal Endorsements: Stirring Controversy or Gaining New Customers?

Purpose – Halal food endorsements perceived positively by the focal target group may lead to a negative reaction of consumers that harbor animosity against this target group. For such potentially controversial endorsements, in-group animosity against out-group associated product endorsements could lead to a rejection and even an outspoken disapproval of these food products. The purpose of this paper is to explain what drives in-group reactions to Halal endorsements. Design/methodology/approach – The authors use Social Identity Theory and the Social Dominance Theory in explaining animosity toward out-groups and willingness to buy products with Halal endorsements. Specifically, the authors analyze the reaction of more than 800 in-group majority Christians toward out-group minority Muslim directed Halal endorsements. Following the development of hypotheses and a conceptual model, structural equation modeling is used to measure the relationships between the constructs. Findings – Constructs based on Social Dominance Theory and Social Identity Theory predict animosity toward out-group endorsements, but the relationship between Social Dominance Theory and animosity is much stronger. Animosity is a mediator between these two constructs and willingness to purchase products with out-group focussed endorsements (Halal). Research limitations/implications – The research has been conducted in one particular country (Austria) and focusses on a specific type of controversial endorsement, namely a religious (Halal) endorsement. Other research contexts (i.e. other countries and/or different types of controversial endorsements) should be used to widen the empirical base and validate the findings. Practical implications – Marketers should be aware of a possible negative impact of out-group focussed endorsements. In particular, they should be cognizant that racism and ethnocentrism prevailing in a society could reduce the purchase intent of in-groups. Social implications – Efforts are required to combat the drivers of animosity between in-groups and out-groups. This paper provides insights on how this may be achieved. Originality/value – This study focusses on a hitherto neglected phenomenon, i.e. controversial endorsements. It uses two alternative theories and advances the understanding of the role of animosity in a domestic consumer setting; an issue that has nearly exclusively been discussed with regard to cross-border purchasing

Comparative Analysis of Islamic and Prevailing Insurance Practices

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