Analysis of the Effectiveness of SMS Marketing by Mobile Companies: A Case Study of Telecom Sector in Southern Punjab-Pakistan

The objective of this study is to  explore  indirect effect of factors of SMS advertising i.e. trust, informativeness, and irritation on purchasing behavior through an intervening variable i.e. attitude of the customers. The relationship between these variables were measured through different statistical techniques such as descriptive statistics, correlation, principal component analysis (PCA), and multivariate regression analysis. Primary data was used in this study which was collected through field survey. A questionnaire was constructed through which the views of 319 students of universities belonging to three geographical regions of Pakistan i.e. Bahawalpur, D.G.Khan and Multan Divisions were recorded. Our Results shows positive relationship between trust and informativeness with attitude of the customers, while irritation is negatively related to the attitude of the customers. It may be mentioned that we have taken the attitude of the customers as a positive predictor of purchasing behavior and acts as a mediator. Keywords: Emotional Intelligence, Personality Traits, Transformational Leadership, Leader’s Effectivenes

Evaluating The Impact of Giving Tooth Brushing Story Books on The Dental Plaque Levels of Children; A Parallel Arm Non-Randomized Clinical Trial

Objective: To assess the effect of giving toothbrushing storybooks along with verbal oral hygiene (OHI) instructions on plaque levels to schoolchildren. Methodology: This quasi-experimental study was conducted in a private school in Islamabad from October to November 2022. Children in Class V were selected as the Experimental Group I (Storybooks + OHI), while Class IV children were placed in the Control Group II (OHI alone). There were 20 students in each group. Plaque levels were compared at the baseline (before intervention) and after seven days. Toothbrushing practices were recorded at the baseline. Results: The mean age of the children was 9.6 + 1.08 years. A total of 16 (40%) boys and 24 (60%) girls were included in the study. Children in Group II had significantly better self-reported toothbrushing practices with 16 (80%) children brushing twice a day, as compared to 10 (50%) children from Group I (p = 0.041). There was no difference in the reduction in plaque scores between group I (0.14 + 0.21) and group II (0.08 + 0.21; p = 0.382). Conclusion: Giving story books to children is not an effective intervention to improve the oral hygiene status of children, as compared to oral hygiene instructions alone