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Impulsive Buying in the Digital Age: Omnichannel Usage and Payment Method Preference
No full textBackground: As shopping becomes increasingly evolves across digital and physical platforms, consumers are more frequently exposed to triggers impulse purchases. Omnichannel strategies allow users to switch seamlessly between apps, websites, and stores, while social media algorithms deliver personalized shopping content through influencers and targeted ads. In this environment, impulsiveness becomes more likely, particularly when financial friction is reduced through credit card options, installments, and BNPL services. Despite increased research on impulsive buying behavior, limited attention has been given to how these technological and psychological factors interact. This study fills that gap by exploring the cumulative impact of omnichannel engagement, social media impulsiveness, normative evaluation, and payment methods on impulsive buying.
Purpose: This study aims to explore how omnichannel usage and digital payment preferences influence impulsive buying behavior in today’s hyperconnected retail landscape. The research specifically investigates the role of social networking impulsiveness and normative evaluation as mediating and moderating factors respectively. With the emergence of payment technologies such as Buy Now Pay Later (BNPL) and the growth of social commerce, understanding how these trends shape spontaneous consumer decisions is increasingly important for marketers, policy makers, and behavioral researchers.
Objectives: The primary objectives of the study are:
To examine the direct impact of omnichannel usage on impulsive buying behavior.
To assess whether social networking impulsiveness mediates the relationship between omnichannel usage and impulsive buying.
To analyze the moderating role of normative evaluation between social networking impulsiveness and impulsive buying.
To investigate how payment preferences (cash, credit cards, BNPL) influence impulsive purchasing tendencies.
Design / Methodology / Approach: A quantitative research methodology was adopted. Structured questionnaires were administered in two phases to consumers experienced in shopping through multiple channels and familiar with various digital payment methods. The constructs measured included impulsive buying behavior, social networking impulsiveness, omnichannel usage, normative evaluation, and payment preferences. Data collection followed a convenience sampling technique.
Data was analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM), an ideal approach for exploring complex models involving latent variables. SPSS was used for descriptive statistics, and multigroup analysis was conducted to compare the impact of payment preferences (cash vs. credit card) across online and in-store shopping.
Findings: Omnichannel usage significantly influences impulsive buying. Consumers exposed to diverse retail platforms are more susceptible to spontaneous purchases due to constant stimulation and ease of access.
Social networking impulsiveness is also a predictor of impulsive buying, particularly when consumers engage with personalized content, influencers, and algorithmically recommended products.
No mediation effect was found between omnichannel usage and impulsive buying via social network impulsiveness. This indicates that while both variables independently influence buying behavior, they do not form a causal chain as initially hypothesized.
Normative evaluation moderates the impact of social networking impulsiveness on impulsive buying. Consumers with stronger personal or societal value frameworks are better equipped to resist social-media-induced impulsivity.
Payment preferences impact impulsivity, with BNPL and credit card users showing a higher tendency toward impulsive buying compared to cash users. These methods reduce the psychological barrier of immediate expense, making it easier for consumers to justify unplanned purchases.
Research Limitations / Implications: While the study provides important insights, it has several limitations:
The use of convenience sampling may affect the generalizability of the findings to broader populations. The study relies on self-reported data, which may be subject to biases such as social desirability or memory distortion. The cross-sectional nature of the research does not allow for causal inferences or the analysis of behavior over time.
Future research could benefit from longitudinal or experimental designs to better understand how impulsive buying evolves. Including additional psychological constructs like Fear of Missing Out (FOMO) or compulsive buying tendencies could offer even deeper insights. Cross-cultural studies would also help determine how different demographics or cultural norms shape impulsive buying in omnichannel settings.
Practical Implications: For Marketers: The results confirm the effectiveness of omnichannel strategies in enhancing engagement and sales. However, ethical boundaries must be maintained to avoid exploiting consumer impulsivity. Tools like spending trackers, product delay timers, and reflective prompts could help balance engagement with consumer well-being.
For Retailers: The significant role of payment preferences in impulsive buying suggests that offering installment-based options can increase conversions. However, over-reliance on such schemes may risk encouraging financial irresponsibility among consumers
Use of Mailbags by Fastfood Restaurants of Karachi: A Study Based on Theoretical Triangulation
No full textBackground:
This study has been conducted to understand the importance of customer reviews on purchase intention of customers. Previously lots of studies were conducted on this theme. However, most of the studies are generic customer reviews or not found to be associated with TAM.
Research Problem:
Previous studies conducted on mailbags are not associated with TAM. Moreover, studies are not associated with Asian developing markets. Hence, it is important to understand that whether the intention to purchase through mail bags is consistent with the TAM model and Asian Developing Markets.
Methodology:
This study is based upon theoretical Triangulation Approach and has been based upon primary data that has been collected from structured closed ended questionnaire. The sample size of the study is 275 respondents.
Analysis:
The analysis has been made through applying structural equation modeling through SMART-PLS. Findings of the study revealed that mailbags are significantly important for the marketing of local fast food restaurants.
Limitations:
However, there are some theoretical and practical lacking found in this study that might overcome through incorporating data triangulation approach and use of multi-method approach. Especially important is to associated the work with analysis based upon combination of SMART-PLS and N-Vivo
Practical Implications:
Through this study researchers may able to understand the importance of mailbags for local restaurants. Hence, entrepreneurs may be able to develop better polices to optimize the effect of positive e-WoM from customers. Previous companies are found to be using e-generated WoM that can easily be assessed by the readers in the technologically advent era.
Hence, the significance of this study has many folds as this study cannot be only used for implement of academic research but also for better policies and strategies by small fast-food restaurants.
Key Words: Customer Reviews, E-WoM, Mailbags, Online customer Reviews, Fast Food Recusants & Small Scare Businesse
Hierarchical Model for Context-Aware Sentence Classification Across Domains
No full textThis thesis presents a novel hierarchical sequential classification model designed to address challenges in processing long and complex documents across multiple domains. The model has been applied to two distinct tasks: medical evidence extraction and software requirement classification. Both tasks involve binary classification, with the additional complexity of paired sentence classification for the software requirements dataset. For the medical domain, the study utilizes a subset of the MIMIC-III dataset, employing domain-specific BERT variants to extract textual evidence associated with International Classification of Diseases (ICD) codes. In the software engineering domain, the DRIP dataset is used to classify and analyze software requirements, leveraging paired sentence classification to identify semantic relationships between requirement pairs. Domain-specific BERT models, such as BioBERT, ClinicalBERT, and others, were fine-tuned for each dataset to improve task-specific performance. The hierarchical architecture allows the model to integrate sentence-level and document-level representations, effectively capturing both local and global context for sequential sentence classification tasks. Results demonstrate the model\u27s ability to achieve decent accuracy in both domains, underscoring the potential of hierarchical approaches combined with domain-specific pretrained language models. This work contributes to advancing the state-of-the-art in document-level sequence classification by bridging gaps in medical and software engineering applications
Pursuing Master\u27s in Business Analytics
No full textOn February 26, 2025, Syed Farhan Hamid, An IBA alumni and a BBA graduate from the class of 2024, delivered an in-depth info session on pursuing a Master\u27s in Business Analytics
IBA CDC Podcast – Hard Talk for Gen-Z ️
No full textIn this engaging podcast, Ms. Malahat Awan Director of IBA Advancement and Alumni Affairs, Resource Mobilization & Corporate Affairs shares inspiring insights and expert advice tailored for Gen-Z. From navigating career challenges to embracing opportunities in a fast-evolving world, this conversation is packed with valuable takeaways for young minds. Watch now to hear from one of the best in the field and empower yourself for a brighter future
A Comparative Analysis of Zarea Limited and Barkat Frisian Agro Limited IPOs on the Pakistan Stock Exchange
No full textThis case study presents an in-depth comparative analysis of the Initial Public Offerings (IPOs) of Zarea Limited and Barkat Frisian Agro Limited, two prominent listings on the Pakistan Stock Exchange (PSX) in early 2025. Both IPOs marked strategic milestones, enabling the companies to raise significant capital for expansion and growth. Zarea Limited, a pioneer in the digital commodity trading sector, raised PKR 1.03 billion with a 1.9 times oversubscription, reflecting investor interest in technology-driven procurement solutions. The capital raised is intended for technology upgrades, logistics expansion, and diversification into commodities like coal, chemicals, and grains. However, its moderate subscription rate indicates the need for stronger logistical capabilities and market penetration strategies.
Conversely, Barkat Frisian Agro Limited, a leader in the pasteurized egg products industry, generated PKR 1.23 billion through its IPO, achieving an impressive 16.25 times oversubscription. The overwhelming market response highlights strong investor confidence in the agri-food processing sector, driven by rising demand for safe and high-quality food products. The funds are allocated towards the establishment of a new production facility in Faisalabad, expected to increase capacity by 71%, thereby enhancing its competitive edge in both local and export markets.
The comparative analysis evaluates the strategic goals, use of proceeds, investor confidence, financial performance, and sectoral impacts for both companies. Findings reveal that while Zarea Limited is focused on technological expansion to optimize digital trading efficiency, Barkat Frisian Agro Limited emphasizes tangible capacity growth to capitalize on increasing food security demands. Sectoral insights suggest that the agri-processing industry, as represented by Barkat Frisian, is perceived as more resilient and growth-oriented compared to the emerging digital trading sector of Zarea.
This study concludes with strategic recommendations for optimizing capital utilization, improving logistical capabilities, enhancing regulatory compliance, and exploring new market opportunities. These insights serve as a roadmap for future IPO strategies, offering valuable lessons for companies in technology-driven procurement and agri-food processing aiming to access public markets in Pakistan
Board Co-option and Excess Cash Holdings
No full textThis study examines how board co-option resulting from appointing directors after the chief executive officer (CEO) assumes office affects corporate excess cash holdings. An analysis of a sample of U.S. firms over the 1996–2018 period reveals a significantly positive relationship between co-opted directors and excess cash holdings. The results are robust to alternative variable definitions and persist after entropy balancing and a difference-in-differences analysis. Cross-sectional tests demonstrate that co-opted directors are more likely to hold excess cash in firms with weaker internal monitoring due to low director compensation and longer CEO tenure. Furthermore, external monitoring resulting from high institutional ownership and financial analyst coverage moderates the positive relationship between co-opted directors and excess cash holdings. Finally, the interaction between co-option and excess cash results in lower firm value
A Decision-Making Framework for Fintech Adoption Supporting ESG Goals: An Integrated AHP-TOPSIS Techniques
No full textPURPOSE: Technological innovation and convergence of sustainable finance have made the ESG considerations central to financial decision making. As banking systems transform from traditional to digital, financial institutions are increasingly expected to align digital transformation with the ESG goals. This study aims to develop a structured decision-making framework to prioritize and evaluate FinTech adoption strategies align with ESG goals in the banking sector.
STUDY DESIGN/METHODOLOGY/APPROACH: Analytic Hierarchy Process (AHP) and Technique fir Oeder of Preference by Similarity to Ideal Solution (TOPSIS) are utilized to address the multi-criteria complexity of FinTech adoption driven by ESG goals. ESG is the main criterion. It divided into nine sub-criteria.
FINDINGS: The results show the governance related factors such as regulatory compliance, data security and transparency are the most influential in FinTech adoption decision. Furthermore, the findings highlight the significance of environmental sustainability, social responsibility, ethical data, and technological innovation in shaping FinTech adoption.
ORIGINALITY/VALUE: The study investigates a novel AHP-TOPSIS based model, which effectively ranks and quantify positive ideal ESG aligned FinTech solutions. It bridges the gap between sustainability and technology innovation in financial decision making.
RESEARCH LIMITATIONS/IMPLICATIONS: It is based on expert and professional input within a Pakistan, which may limit broader generalizability.
PRACTICAL IMPLICATIONS: The model offers a practical tool for financial institutions to select FinTech solutions that drive innovation and comply with ESG standards to enhance long-term value.
SOCIAL IMPLICATIONS: By promoting ESG aligned technological adoption, it supports responsible banking practices. These practices contribute to ethical governance, environmental sustainability, and inclusive growth
Beyond the Borrowers: The Power of Relationship Quality in Creating Loyal Clients for Microfinance Institutions
No full textThe success of microfinance providers, their sustainability and aim of achieving double bottom line objective is greatly depends upon relationship quality which helps in creating loyal customer base. In microfinance, loan managers or the personals directly interacting with the clients in play critical role in relationship quality, their interaction foster or hinders the client interaction with the institution and ultimately affects their loyalty, future purchase intentions and recommendations to others. Considering the significance of relationship quality, this study aims to explore key dimensions which contributes towards high relationship quality for microfinance clients. This study has used the lens of social exchange theory to explore this concept in microfinance at interpersonal and organizational levels. Semi-structured interviews have been conducted from the loan managers and top management of microfinance providers in Pakistan to collect data. Thematic analysis highlighted trust, commitment, satisfaction, communication and empathy as key dimensions contributing towards relationship quality. The study has implications for the microfinance providers, loan managers, policymakers and other relevant stakeholders to know the areas they must focus to achieve high relationship quality, i.e. a necessary ingredient for their financial sustainability
Authoritarian Stability and Developmental Strategy in China
No full textOver the past four decades, China has achieved unprecedented economic growth while maintaining a centralized authoritarian political framework. This research investigates how the Chinese Communist Party (CCP) has sustained long-term development without democratizing, challenging conventional theories that associate economic modernization with political liberalization. Set against the backdrop of global debates on governance and development, the study critically examines the institutional mechanisms and political strategies that underpin the CCP’s resilience.
The key themes explored include centralized governance, bureaucratic control, strategic adaptability, and the state’s evolving role in market regulation. Drawing on Authoritarian Resilience Theory, the study employs a qualitative methodology that analyzes official party documents, Five-Year Plans, speeches by CCP leadership, and policy outcomes from 1980 to 2020. A case-based comparative analysis is also used to trace shifts in governance and economic planning across successive leadership transitions.
This thesis argues that the CCP’s ability to maintain elite cohesion, suppress dissent, and implement long-term economic strategies has been crucial to China\u27s sustained development. The findings challenge liberal-democratic assumptions by demonstrating that under specific institutional conditions, centralized authoritarian systems can achieve stability and growth. By contributing to literature on political development and authoritarian governance, the research provides a relevant framework for understanding China’s global rise and offers insights into alternative models of state-led modernization