CSRC Publishing: Open Journal Systems (Center for Sustainability Research and Consultancy)
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Trust as a Mediating Variable between Electronic word of Mouth (E-Wom), Influencer on Consumer Buying Interest on Instagram @Kokobuncit Account in the Covid-19 Pandemic
No full textObjective: The purpose of this study is to find out the trust variable as an intervening variable between the influence of electronic word of mouth (E-WOM), influencers on buying interest on the Instagram account @kokobuncit Surabaya.
Methodology: This research method uses a quantitative method through a path analysis model with the help of SPSS V.20.
Findings: The results of this study are that E-WOM and influencers have a direct significant effect on trust, E-WOM has a direct significant effect on buying interest, while influencers have no direct significant effect on buying interest. Trust mediates the effect of E-WOM, influencer on consumer buying interest.
Implications: Electronic Word of Mouth is a marketing strategy that is carried out by using consumers who have consumed the product. The form of Electronic Word of Mouth can be in the form of reviews, suggestions, and reviews that are carried out in electronic media such as social media
Theory of Reason Action to Determine the Mediating Role of Attitude Toward Brand
No full textPurpose: The success or failure of an organization depends largely on the behavior of its customers towards its brand, which influences their intention to purchase. In this study, the researcher investigated the relationship between customers' lifestyle and their trust in a brand, and how this relates to their online purchase intentions. The study also examined how customers' attitudes towards the brand mediate this relationship.
Methodology: The theoretical framework used was based on the theory of planned behavior, and data was collected through an online survey completed by 223 participants.
Findings: The results showed that customers' lifestyle and trust in a brand have a direct impact on their online purchase intentions, and that attitude towards the brand partially mediates this relationship. The data was analyzed using SPSS and Smart PLS.
Implications: Overall, these findings offer meaningful insights for telecom companies in Pakistan, enabling them to develop effective marketing strategies to augment their online sales
Factors Influencing Online Learner's Satisfaction
No full textPurpose: Online education became very popular during the COVID 19 pandemic. Teachers and students who never had experienced online learning before had to adopt this mode of learning and teaching because of special circumstances created by the pandemic disease. Since it was a forced transition from traditional to this new mode of learning it is imperative to understand the factors which lead to the satisfaction of Online learnersDesign/Methodology/Approach: To understand this quantitative study was conducted with a sample of 299 participants. Female participants were 113 and male participants were 186. Survey participants included Ph.D., Ms or MPhil, Masters Degree, and Bachelors Degree program students. Most of the participants were from the Bachelor's degree program. The majority of the participants were from Karachi but some students also participated from Kohat, Islamabad, and Shikarpur. Data was collected by distributing questionnaires based on purposive and snowball sampling. Findings: Data Analysis reveals that participants (both males and females) value the following variables learner’s computer anxiety, course flexibility, course quality, technology dimension, perceived usefulness, and perceived ease of use for a satisfying online learning experience. Implications/Originality/Value: The findings of the study can be used by universities for designing their online education program.
Implications/Originality/Value: The findings of the study can be used by universities for designing their online education program
Assessing Opportunities & Constraints for Baseball Promotion in Pakistan
No full textPurpose: Baseball is one of the emerging games in Pakistan. Successful promotion of this game in Pakistan necessitates systematic and sustained good governance at the organizational level.
Design/Methodology/Approach: The current study explores how Pakistan Federation Baseball (PFB) officials look at the opportunities and constraints of good baseball governance in Pakistan. The researcher conducted face-to-face, in-depth interviews with PFB officials for this purpose.
Findings: The findings reveal that lack of baseball playing fields, sponsorship, investment, and reliable constitution are the governance constraints at PFB. However, there are opportunities for PFB officials can get the benefit. Availability of talent for baseball, human resources, and possibilities of bringing baseball in public popularity in Pakistan are some of such opportunities.
Implications/Originality/Value: The study rounds off by explaining how PFB leadership can turn constraints into opportunities
Factors Affecting the Online Hotel Reservation: A Multiple Regression Analysis
No full textPurpose: Now-a-days online hotel reservations find very sensitive part among any activity performed by individuals where we can see that consumers are facing a lot of difficulties and risks in order to confirm their bookings, because with the passage of time it’s been found that the internet usage is increased likewise risk factors and fraudulent activities have also been taking place more frequently so that’s why people feel hesitations and confusions in order to confirm their bookings because now-a-days as much internet usage have been increased likewise risk factors and fraudulent activities have also been taking place more frequently so that’s why people feel hesitations and confusions in order to find their hotel reservations done.
Design/Methodology/Approach: The purpose of this research study will be a detailed nature creating use of data and information asked from the research instruments. The study adopted two major research approaches, namely qualitative approach and quantitative approach during data collection and presentation. Random sampling is used as a sampling technique.
Findings: Overall results indicate that Security Risk, Financial Risk, Trust, and Consumer psychology all are important dimensions of online reservations. All these variables are important for an organization’s functions and increasing efficiency and effectiveness.
Implications/Originality/Value: This study can be helpful for all the hospitality industry related organizations who want to measure risk factors for online reservations. Organizations in private sectors and other industries can also be included in further research work. Managers should make sure that they and their subordinates follow the process flows on online sales of their brand, and do not make any exceptions.  
Religiosity and Entrepreneurial Intentions in Pakistan
No full textPurpose: The primary objective of this study is to develop an inclusive model that represents the relationship between entrepreneurial intentions and religiosity.
Design/Methodology/Approach: This research was conducted using sample of 338 undergraduate business students from universities in Punjab, Pakistan. The method used for collecting data was through self-administered questionnaire survey which contained two sections related to demographic characteristics and constructs of religiosity and entrepreneurial intentions. Analysis on the data was done using PLS-SEM.
Findings: Contrary to the theory, the results revealed that entrepreneurial goal intention (EGI) is not influenced by social norms. However, EGI is positively influenced by extrinsic and intrinsic religiosity, perceived desirability, and opportunity for entrepreneurship, where extrinsic and intrinsic religiosity was found to have a mediating role between opportunity for entrepreneurship and EGI.
Implications/Originality/Value: Deeper understanding of how religiosity influences entrepreneurial intentions in different cultures, settings and situations could help in the further advancements of knowledge in this field of study. Religious leaders, policy makers, university administrators can utilize the results of this study to encourage entrepreneurship in the country
Mediating Effect of Organization Sponsorship between HR Practices and Subjective Career Success of Female Educators in Islamic Republic of Pakistan
No full textPurpose: The study has observed the surrogative effect of organizational sponsorship on career success of female teachers working in public sector schools of Punjab, Islamic Republic of Pakistan. The unique construct in the contest of Public Sector School education has been derived from motivational intensity theory.
Design/Methodology/Approach: A total of 270 female educators from different public sector schools of Punjab, Islamic Republic of Pakistan have participated in this study. The survey questionnaire has been adopted from different authentic sources and assessed for validity and reliability. SPSS has been used for statical estimations.
Findings: The study noticed the mediating relationship of organizational sponsorship between HR Management practices and career success of female educators of Punjab in Islamic Republic of Pakistan.
Research limitations/Implications: The application of the results entails intensive care for other provinces, as these institutions are following different policies enforced for the time beings in Islamic Republic of Pakistan and other countries of the world
Street Harassment of Women in Lahore: Experiences, Consequences and Reporting Mechanism
No full textPurpose: Urbanization, Women’s participation in education and work, and the patriarchal structure of Pakistani society are challenging women in urban communities, especially for their mobility.
The present study aims to revolve around the experiences, consequences, and reactions of street harassment among young females of Urban Lahore. This study also aims to explore the perceptions of young females about public safety and comfort by exploring the reactions and reporting mechanism of young females to Street Harassment.
Design/Methodology/Approach: The research stance is interpretive consisting of 20 in-depth interviews of females between the ages of 18-35 years from Lahore. The sampling technique was snowball sampling and the data is transcribed and analyzed through thematic analysis.
Findings: The major findings of the present research show that the bus stops and terminals are the major places of street harassment and the perpetrators of street harassment come from all walks of life. Young females have social, emotional, and physical consequences of such kind of harassment. There are many social and cultural barriers, including patriarchal society and its socialization patterns, blaming the victims and considering it a harmless act which stops women to report it legally but they started to talk about it, especially in informal settings.
Implications/Originality/Value: Women need to have some support from their families and even from the passers in dealing with public or street harassment by not considering it a harmless act.  
Factors Affecting Freelancing Success: Evidence from Youth of Hyderabad, Pakistan
No full textPurpose: Freelancing has really become popular in the recent years due to unemployment and also due to other benefits which people enjoy from freelancing, like flexible timings, good quality work, working on your own terms, work-life balance. The aim of this study is to determine the factors affecting career satisfaction of freelancers among the youth of Hyderabad.
Design/Methodology/Approach: Due to restrictions placed by covid, data was collected by online survey. Data was collected from a sample of 210 potential freelancers and currently working freelancers of Hyderabad. Convenient sampling was used to collect the data. Multiple regression analysis in SPSS Statistics 25 was used to analyze the collected data.
Findings: According to the results of hypothesis testing, proactive personality, self-efficacy (personal factors) and digital technology support (environmental factor) have a positive and significant effect on career satisfaction of freelancers.
Implications/Originality/Value: Freelancing has become popular not only globally but also in Pakistan, but only few studies have been performed in Pakistan and none in Hyderabad. In order to people for a successful freelancing career, the authors recommend awareness on freelancing, motivational sessions, career counselling, creation of business incubators and individuals should focus on the above mention personal factors to be successful in the field.  
Assessing the Impact of Tableware and its Influence on the Fine Dining Experience
No full textObjective: This research aims to study the influence of ceramic tableware in the fine dining industry and the experience of diners towards the design of the product. The final stage plays an important role in evaluating the emotional responses of diners towards the aesthetical values of the product which will be measured based on the user’s experience (UX). UX is crucial in determining the success or failure of a product in the market. Therefore, the UX factor will determine the level of success of a product in the market.
Methodology: this study will focus on the experience of the diner based on the theory of Findings: Norman’s Three Level of Design. Emotion refers to the feelings felt by humans.
The succes of a product is not merely dependent on the advantages and great design of the product. However, the success of a product in the market is assured when it it based on the 7 UX factors which include: usefulness, usability, availability, accesibility, reliability, value, fulfilling the current demands and needs as well as comprehensibilty.
Implications: Chefs have to be creative in creating a menu that will reflect a unique dining experience through the attractive and special presentation of the meals provided. The elite category of diners does not put an emphasis on price rather they are focused on gaining the ideal fine dining experience which not only has the perfect ambience but also create an unforgettable memory