iRepository (Institute of Business Administration)
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Candidate Perspectives on AI-Driven Hiring: Navigating Ethical Concerns
No full textEmerging technologies are reshaping the industries across all sectors, including human resource management (HRM). It has transformed the recruitment process by using artificial intelligence based technologies which is enhancing efficiency, reducing cost and improving candidate matching process. While AI based recruitment has improved the efficiency, it has also raised significant ethical concerns from the candidates’ perspective. The training of AI systems with historical hiring data could strengthen existing bias which might create discriminatory situations during candidate selection phases. The decisions taken by the AI algorithms have often been found to increase the biases that leads towards the discriminatory results. The research aims to reveal applicant views regarding AI recruitment systems through an evaluation of their AI-based hiring preferences and a review of ethical elements that affect advanced recruitment technology acceptance. Different theories have been discussed in the literature review including the technology acceptance model (TAM), unified theory of acceptance & use of technology (UTAUT), organizational justice theory, deontological ethics, stakeholder theory and value sensitive design. These theories generate various variables which are significant for the study. The extensive research investigates recruitment systems which require clarity as well as moral integrity and a candidate-centered approach. A structured close ended questionnaire (Likert scale) was developed and a survey method was used to collect the data from both prospective and past candidates who have experienced AI driven hiring tools. The non-probabilistic method was employed to draw a sample and data was analyzed using the multiple linear regression (MLR) statistical technique via SPSS
When Pride Meets Fatigue: How Emotional Labor Contributes to Emotional Exhaustion in Employees
No full textThis study examines how emotional labor contributes to emotional exhaustion, using the Conservation of Resources (COR) theory as a framework. Specifically, it explores whether depression acts as a mediator in this relationship, and whether pride in work moderates the effect of depression on emotional exhaustion. Data was collected through a structured questionnaire using a convenience sampling method from 322 frontline employees working in four-star and five-star hotels in Punjab, Pakistan. The data were analyzed using SPSS v23, Amos v23, and the PROCESS macro. The results show that depression significantly mediates the link between emotional labor and emotional exhaustion. Additionally, pride in work was found to buffer the negative impact of depression on emotional exhaustion. These findings offer valuable insights for hotel management to support employee mental well-being and enhance job performance. The study also has important social implications, such as reducing emotional labor, minimizing emotional exhaustion, and improving overall mental health among employees
Bridging the Financial Gap: Factors Influencing Cryptocurrency Adoption in Pakistan
No full textPURPOSE: This study aims to explore the key factors influencing the adoption of cryptocurrency trading in Pakistan, focusing on behavioral intentions shaped by awareness, effort expectancy, perceived enjoyment, social influence, financial literacy, and perceived risk.
STUDY DESIGN: Using the Unified Theory of Acceptance and Use of Technology (UTAUT) as the theoretical framework, a structured questionnaire was distributed online to 506 respondents. Data was analyzed using structural equation modeling to test the proposed hypotheses.
FINDINGS: All hypotheses were found to be significant. Perceived enjoyment emerged as the strongest predictor of behavioral intention, followed by awareness, effort expectancy, social influence, financial literacy, and perceived risk. Interestingly, perceived risk positively influenced adoption, suggesting that informed users are willing to manage risks for potential benefits.
ORIGINALITY/VALUE: This study fills a critical gap by providing empirical evidence on cryptocurrency adoption in Pakistan, an emerging market with limited prior research, and extends the application of UTAUT in a novel context.
RESEARCH LIMITATIONS: The study is limited to young adult users, which may restrict the generalizability of the findings across different age groups and socio-economic segments.
PRACTICAL IMPLICATIONS: Findings offer valuable insights for policymakers, regulators, and crypto platforms to enhance user adoption through targeted education, user-friendly platforms, and trust-building measures.
SOCIAL IMPLICATIONS: Promoting crypto adoption responsibly can drive financial inclusion, support digital literacy, and integrate unbanked populations into the digital economy, contributing to broader socio-economic development
Impact of Consumer Xenocentrism on Psychological Well-being: Mediating Role of Autonomy and Moderating Role of Impulsive and Compulsive Consumption.
No full textPurpose - The purpose is to examine the effect of consumer xenocentrism on psychological well-being autonomy is mediating the relationship, while impulsive and compulsive consumption are the two moderators. This research is built on System Justification Theory, Ryff\u27s Model of Psychological Well-Being, Self-Determination Theory, Addiction Model of Compulsive Buying, and Impulse Buying Theory.
Study design/methodology/approach – This research employs a quantitative approach, using a survey with validated multi-item scales. Exploratory Factor Analysis will be done to find the underlying structure, then Confirmatory Factor Analysis will verify the measurement model. Structure Equation Modeling will be done to test the hypothesized relationships.
Findings – This is a work-in-progress paper, hence the results are not established. The paper hypothesizes a positive relationship of consumer xenocentrism with psychological well-being. Autonomy mediates this relationship. Impulsive and compulsive consumption moderates this relationship.
Originality/value – The study enriches the scarce literature on consumer xenocentrism by studying its impact on psychological wellbeing.
Research limitations/Implications – This research uses self-reported data will can bring social desirability bias. This research can guide marketing strategies and advance consumer wellbeing and autonomy.
Social implications – Socially the findings can inform people about consumer xenocentrism, psychological well-being and the consequence of impulsive and compulsive consumption in a globalized world
Bridging ESG and Financial Returns: The Strategic Role of Corporate Governance in Sustainable Business
No full textUsing data from S&P 500 corporations from 2016 to 2023, this study explores the strategic significance of corporate governance in linking Environmental, Social, and Governance (ESG) policies to corporate financial success. Using Structural Equation Modeling (SEM), it investigates how board features, especially size, gender diversity, and independence, mediate the link between ESG activities and financial performance, as evaluated by Return on Assets (ROA) and Return on Equity (ROE). The findings show that ESG performance has subtle effects: the Environmental pillar positively promotes board size, implying that significant sustainability concerns need broader knowledge, but strengthened governance procedures seem to favor smaller, more nimble boards. Gender-diverse boards show a substantial positive correlation with ROE, emphasizing the need for inclusive leadership. In contrast, higher board independence has a negative correlation with ROA, indicating potential trade-offs between supervision and short-term success. The report emphasizes the need for context-sensitive governance frameworks that may link ESG commitments with long-term financial benefit. Implications for corporate executives, investors, and politicians seeking to include responsible governance in business plans that benefit both people and the environment. Future study should look at these processes across many industries and institutional settings to help develop more flexible and sustainable governance structures
Investigating the Effectiveness of Advertisement Using Social Media Influencers versus Celebrities
No full textThe advent of social media has brought about a substantial change in the way of businesses’ advertisement style. Traditionally, companies used to depend on celebrities to advertise their products and services for maximizing their customer reach. However, the rise of social media, such as Facebook, Twitter, Instagram etc., has changed advertising trends. This is due to the fact that social media influencers have become a prevailing instrument for businesses to market their products to a wider range of people. People often see them as more relatable and trustworthy now. So, this has ultimately increased the collaboration of businesses with the social media influencers more than celebrities. Hence, it has led to a significant shift in advertising trends, with businesses increasingly turning towards social media influencers to reach their target audience. A few studies have been examined how famous personalities like influencers and celebrities can change the behavior of followers.
This study examines the effectiveness of advertisements by inquiring how organizations use social media influencers and celebrities’ trustworthiness, attractiveness and expertise to influence consumers’ attitude. Hence, this study is conducted to see the change in advertisement style from celebrities to social media influencers in Pakistani context. The population of the study comprises of university students doing jobs too and industry professionals. A survey experiment was conducted by using a convenience sampling method. Data was analyzed through SPSS and AMOS, while AMOS is considered as a robust software for SEM. The results demonstrate that both celebrities and social media influencers altogether affect promotions. Advertisements with celebrities and ‘popular’ social media influencers significantly and positively affect attitude towards advertisements. Advertisements affect source credibility with attractiveness, expertise, and trustworthiness of celebrities and social media influencers affect attitude towards advertisements. Source credibility with attractiveness, expertise, and trustworthiness mediate the relationship between advertisements and attitude towards advertisements. This study’s implications will bring a change in the advertising landscape, because marketers can rely not only on celebrities for conventional advertising but ‘popular’ social media influencers for advertising, branding, and promotional strategies
National Foods Limited: The margin squeeze dilemma
No full textThis case study examines the strategic response of National Foods Limited (NFL), a leading Pakistani FMCG company, to a major margin squeeze in 2023. Despite reporting net sales of PKR 64.3 billion, NFL’s Savory Condiments division, pickles segment, faced profitability pressure due to hyperinflation (37.97%), rising raw material costs (mangoes +30%, oil +50%), increased import duties, packaging cost hikes (+33%), and currency devaluation.
Led by the Brand Manager, NFL evaluated four strategic levers: direct price increases, local raw material sourcing, packaging optimization, and product reformulation. A multi-pronged approach was adopted, implementing tiered price hikes (up to 55% on premium SKUs), localizing inputs (saving 15–25%), optimizing packaging (8–12% savings), and adjusting formulations based on consumer testing.
Though this initially caused a 10–15% dip in sales and brand metrics, follow-up marketing efforts enabled a swift recovery. Sales rebounded by 15–20%, alongside improvements in Top-of-Mind Awareness and Brand Equity. This case provides actionable insights for FMCG firms in volatile markets, emphasizing how integrated cost strategies and consumer-centric execution can preserve profitability without compromising long-term brand value
GB\u27s looming challenges
No full textGilgit-Baltistan (GB) faces significant political, developmental, and environmental challenges as it heads into upcoming elections. The absence of local bodies for two decades has strained governance, while reliance on the federal government drives political defections and instability. Key issues include inadequate infrastructure, limited healthcare, ecological fragility exacerbated by tourism, and recurring flash floods. The region also struggles with high youth unemployment and disputes over taxation and representation. Effective policy-making, inclusive governance, and sustainable development strategies are critical for stabilising GB and addressing its civic and environmental vulnerabilities
Degrees in decline
No full textPakistan’s higher education system faces a deepening crisis, highlighted by low enrolment and the potential closure of several university departments. Graduates struggle with unemployment, underemployment, and brain drain, while women increasingly seek alternative, income-generating pathways. Expansion of universities has prioritized quantity over quality, with political influence affecting faculty and administration. Outdated curricula and rote learning widen the gap between education and employability, threatening national productivity and remittance inflows. To remain relevant, universities must align teaching with market demands, skills development, and meaningful opportunities for students
The Recruitment Game: Candidate Reactions and Perceptions of C-factor Assessments
No full textThis study investigated candidate experiences of C-factor (gamified recruitment assessment) by The Talent Games in Pakistan. Gamified recruitment assessments are widely used globally as there is a shift from traditional methods towards technological advancements. The existing literature on gamified recruitment assessments focused on organizational attractiveness and user experience, but limited research was present on South Asian candidate experience. This study aimed to explore the correlations between key variables, including game elements, motivation and engagement, stress, and organizational attractiveness. It examined whether candidates perceive gamified tasks as enjoyable or mentally exhausting and how factors such as age, education level, and prior exposure to the game influence their emotional responses like stress. Organizational attractiveness was also discovered—whether candidates feel more inclined or passionate towards the organization after completing the C-factor assessment. It presented hypotheses such as candidates experienced low to moderate levels of stress during C-factor, and candidates’ engagement and motivation were determined by their C-factor experience. The study was grounded in theoretical frameworks such as Self-Determination Theory, Flow Theory, Signaling Theory, and Cognitive Load Theory. By using a quantitative survey, data was gathered from 100 university students and recent graduates who had taken the C-factor assessment within the last year. The findings revealed that engaging game elements played a key role in boosting candidates’ motivation and involvement, whereas stress levels appeared to be less influenced by the game’s design. These findings suggested that it is crucial to focus on game elements that are engaging and motivating for candidates, enabling them to perform better during the assessment