This paper empirically investigates the impact of the HR bundle on organizational innovation with the mediation effect of talent management in the oil marketing sector of Pakistan. The paper undertakes the quantitative analysis through a stratified random sample of 250 respondents, which undergone through various statistical analysis techniques. Finding depicts the positive significant relation of HR bundle on organizational innovation with the mediation effect of talent management. The findings allow managers to attain organizational innovation by contextual and contingency base HR bundling and talent management. The results contribute to the selection of relevant bundle that enables them to be innovative in the oil marketing sector of Pakistan. The major limitation of the paper is, it only considers the oil marketing sector but providing the theoretical foundation for future researches in another sector as well.

In the online environment, social media metrics offer a credible basis of customer feedback in anticipating the firm performance. This study verifies the association of social media metrics of Face-book and Twitter to financial market performance. Data were collected from official Facebook pages and Twitter accounts of 3 fast-food companies over the time period of 6 months. Then established multiple metrics for respective social media platforms and develop outcomes using Vector Autoregressive time series models to evaluate the instantaneous and continuing relationship between social media metrics and financial market performance of the firms in terms of unusual returns and idiosyncratic risk. Results indicated that FB metrics are significant leading indicators of firm equity value. However, Twitter metrics, have a weaker relationship with firm value as compared to FB metrics. Collectively, current research extends new visions for organizational top executives and investors concerning organizational equity valuation and the social media power transformation.

The study aims to investigate the economic effects of digitalization on the success of tourism and the factors hindering the implementation of digitalization in the tourism industry. The study used the primary data gathered through interviews with the experts and the stakeholders of the tourism industry.The study is qualitative in nature and has attempted to discuss all the possible aspects related to the digitalization of tourism and the possible challenges faced by businesses while adopting digitalization in the tourism industry.The study found that there are several types of factors affecting the digitalization in the tourism industry, which include factors related to the environment, technological, economic, political and legal, cultural and social too.Then there are some specific environmental factors which include competitor identification and competitor analysis,relationship with customers and suppliers and partners and associates.Other than external factors, internal factors were also found. Some of them are convenience of use and technical availability, cooperation between firms, and firm level support to stakeholders. The study concludes that if these factors are addressed successfully, then the local economy can grow at a faster rate through tourism.

Pakistan is signatory of Sustainable Development Goals (SDGs) where promoting good health is at the heart of achieving various goals. Social marketing has earned its credit worthiness quite convincingly in influencing behavior change. It is, however, pertinent to see nature of the challenges that social marketing program tend to address are quite complex and each social problem need to size up with broader social context rather merely using conventional approaches. Number of scholars has questioned approaches that have been barely successful in bringing perceptible improvement. This gap quite pervasive as most of the techniques employed used one way communication, persuasive techniques of communication. The paradigm of participation in social marketing has shown better results in bringing about sustained behavior change. This study uses broad categorization of fear appeals elements using the explanatory power of participatory paradigm to induce behavior change. Study participants were randomly selected from a Public Sector University. The participants were randomly assigned to study intervention. Study participants were given treatment based on fear appeals in groups, based on activity theory. The qualitative data drawn was analyzed using NVIVO. The different themes were explored were grouped into four categories using activity theory like activities produced by artifacts, activities produced by subjects, activities produced by rules and transformational activities. The participatory paradigm using systematic interaction proved key factors to reinforce fear appeals that enhanced the value for social marketing program to achieve sustainable behavior change.

This study aims to identify the demographic characteristics of potato growers, investigate the marketing channels and value chain actors available in Hunza, Pakistan, and determine the significant production and marketing problems faced by potato growers in the area. Primary data collected from potato growers in Hunza using a multistage sampling technique and a pre-tested questionnaire. Descriptive statistics were used to analyze the demographic characteristics of potato growers, and the marketing channels of the potato value chain were studied using supply linkage. A simple linear regression model was used to identify the significant variables affecting potato yields. The regression model showed that variables such as sex of household head, family size, education status, distance to the market, farming experience, potato farm size, off/non-farm income, and quantity of potato supplied to the market significantly affected potato yields. The study also identified constraints and opportunities for potato growers.

COVID-19 has drastically affected the business sector all around the globe and its subsequent implications have changed the buying habits of consumers. This comparative inquiry seeks to evaluate the online buying behavior of customers amid different scenarios for developing an empirical idea how different social media platforms influenced the online purchase behavior of customers before and after global pandemic. The population of this study primarily encompasses the social media users. Objective responses are gathered from 100 respondents using online survey questionnaire and data is analyzed using statistical analysis techniques. The results have indicated an increase in the customer shift from physical shopping to the online shopping and also indicated that different social sharing platforms including Instagram and Facebook positively influenced the purchase intention of customers during the times of crisis.