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Item The Role of Social Media Videos in Tourist’s Destination Selection(UMT, Lahore, 2020-09-26) Asim SultanNeuromarketing is an emerging subject within the domain of marketing. Neuromarketing uses the tools of Neuroscience to study and understand marketing issues. This paper presents a comprehensive study on the application of Neuromarketing by using a commercial and easy to use EEG device called ‘Emotiv Insight’. This study evaluates the effectiveness of two types of social media videos used for destination image development, Induced/commercial oriented content and Organic content (where content is made by without commercial interest such as Vlogs classified as UGC-User Generated Content). Experimental research using ‘Emotiv EEG’ in a controlled environment conducted with a total of 30 Participants (20 males, 10 females), age range 18 to 26.Item Online Shopping Behaviour(UMT, Lahore, 2020) Asim Elahi MangatIdentification of factors affecting the purchase decision of online buyers in Pakistan is an important question. The emerging trend of online shopping around the globe, although the term E-commerce is not new to the western world but its trends have entered the Asian market just a decade ago. Pakistan is also heading towards the horizon of the latest technology. People are now more aware of their access to a wider and broader market which is available at their single click. The access of internet has allowed the people to communicate with each other round the clock. People can exchange their pictures, videos and ideas on several social media platforms like Facebook, twitter and Instagram. Besides commination, the internet has opened several gateways for small and large businesses across the world. Several platforms have been setup for B2B transactions which has enabled the businesses to reach the markets of other regions and it has also made the trade easier (Baubonienė & Gulevičiūtė, 2015). Internet shopping has been widely accepted across the world and it is becoming more and more popular among youth of developed and developing countries. This is mainly because it provides more ease and comfort to buyers in busy and hectic life schedule. Another most important reason is behind the growing trend of online shopping is the access to a lot of information, variety and choices (Verma & Jain, 2015). The study was conducted to monitor the online market’s aspects in Pakistan so it proved to be important as it explored some unfolded trends, factors and important aspects of the Pakistan’s market and the behavior of Pakistani online purchasers.