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Item Digital Footprint Analysis of Borjan(UMT, Lahore, 2023) Aqdas MustafaThe project will commence with an in-depth examination of Borjan's current digital presence, encompassing website analytics, social media metrics, search engine visibility, and sentiment analysis. This holistic evaluation will provide a clear understanding of Borjan's strengths, weaknesses, opportunities, and threats in the digital sphere. Following the analysis phase, a comprehensive strategy will be formulated, focusing on key objectives such as increasing brand awareness, driving website traffic, boosting customer engagement, and ultimately, maximizing sales conversion. This strategy will encompass various digital channels, including but not limited to social media platforms, search engines, email marketing, content creation, and influencer collaborations. Implementation of the strategy will involve the execution of targeted campaigns across different digital platforms, tailored to resonate with Borjan's target audience segments. These campaigns will leverage compelling visual content, persuasive messaging, and data-driven optimization techniques to achieve maximum impact and return on investment.Item Unveiling The Impact of Packaging Attributes On: Consumers’ Purchase Intention with Mediation of Product Functionality(UMT, Lahore, 2023) Syed Muhammad Ehtesham AliPackaging offers the first insight into what a product will offer to potential customers. The aim of this research paper is to investigate the influence of packaging attributes on the purchase intention of customers. The questions which were adapted with regard to the attributes, resulted in the formation of 5 independent variables. Existing research revolves around products other than laundry detergents as well as its emphasis on the various constructs such as human emotions, flavours offered etc. Efforts have been made to investigate the influence of packaging attributes and to deduce the most important one. Regardless of the influence of packaging, the importance of the product itself has been explored through the usage of a mediating variable which is product functionality. The results proved the significance of three variables which were acting directly and indirectly as well through the mediating variable. While indirect mediation was found to exist through the remaining two variables via the SEM-PLS approach proving that they were acting only through the mediating variable. Initial probe provided crucial insights such as the strong preference of light colours, quality packaging and by the customers.Item Empirical Investigation of Social Media Marketing Activities on Online Buying Behavior with Mediation of Fashion Consciousness and Moderation of Digital Fashion Influencer(UMT, Lahore, 2023) Maroof HamidSocial media helps individuals and companies to develop pages on its platforms to upsurge and attain opportunities of business, it also facilities the online events. The study empirically investigates how social media marketing activities (SMMA) affect online buying behavior through mediation of fashion consciousness and moderation of digital fashion influencer. To investigate the impact of variables, data was collected from 504 respondents through personal visits and structured questionnaire by online. Firstly, SPSS is used for descriptive statistics. Secondly, SamrtPLS-4 is used for inferential statistics and hypotheses tests. Findings suggest the direct effects, indirect effect of SMMMA on online buying behavior through fashion consciousness and moderations of digital fashion influencer. Results show significance among direct relationships and indirect relationship (Mediation). Furthermore, results show insignificance for the moderation among relations. Findings purposed the significance and insignificance of pre-determined variables, while the implication based on these empirical results will help apparel sector of Pakistan to select effective online marketing strategies to engage online customers at optimal level for profit maximization.Item Impact of Service quality and Corporate Social Responsibility on Brand Hate, Moderating role of Complaint handling(UMT, Lahore, 2023) Aatika MahamThis research sought to investigate the influence of service quality and corporate social responsibility on brand hate. It also examined the moderating role of complaint handling. In recent years, there has been significant progress in study on the factors that influence brand hate. In order to achieve this objective, a questionnaire methodology was employed to gather information from 401 Pakistani consumers who use banks. The researchers utilized the Partial Least Squares Structural Equation Modeling (PLS-SEM) technique to evaluate the soundness of the research hypotheses. The findings suggest that service quality and corporate social responsibility has a favorable impact on brand hate. Service quality has a substantial negative influence on brand hate. Corporate social responsibility also has negative impact on the brand hate, and complaint handling serves as a moderator between the service quality and brand hate. Furthermore, it was noted that complaint handling did not influence or affect the connection between corporate social responsibility and brand hate. The study also includes a discussion of the theoretical and managerial implications, as well as the limitations and future research objectives.