Center for Management Science Research, ISSN “3006-5291 & 3006-5283" is an interdisciplinary, open-access, and quarterly journal that publishes articles in the fields of business management and economics studies.
BEHAVIORAL DRIVERS INFLUENCING CLOUD COMPUTING ADOPTION IN PAKISTAN’S FINANCIAL SECTOR: A TPB-BASED EMPIRICAL STUDY
This study examines the behavioral factors that influence cloud computing adoption in Pakistan’s financial institutions using the Theory of Planned Behavior (TPB) as the theoretical foundation. A quantitative, explanatory research design was employed, targeting IT professionals in Karachi’s financial sector. Data were gathered via a structured questionnaire (5-point Likert scale) and analyzed with PLS-SEM. The results show that attitude toward cloud computing, perceived behavioral control (resources and skills), cost-effectiveness, performance expectancy, and subjective norms all have positive, significant effects on the intention to adopt cloud services. In contrast, perceived security concerns negatively affect adoption intentions, and trust in cloud providers has an insignificant effect. Furthermore, intention strongly predicts actual cloud use. These findings highlight that, despite regulatory and security challenges, positive perceptions (e.g. cost savings, performance gains) and social influences drive cloud adoption in Pakistani banks. The study contributes to technology adoption theory by extending TPB with industry-specific factors (security, cost) and provides practical recommendations for policymakers and financial managers to enhance cloud uptake.
Cloud Computing; Theory of Planned Behavior; Technology Adoption; Financial Institutions; Pakistan.
FOSTERING INNOVATIVE WORK BEHAVIOR IN NEW PRODUCT DEVELOPMENT PROJECTS: A SYSTEMATIC LITERATURE REVIEW
In fast changing and competitive IT market innovative work behavior (IWB) has become essential by organizations in an effort to ensure success, specially in new product development (NPD) projects. This research provides a systematic literature review to demonstrate how firms can facilitate IWB in NPD initiatives, providing a holistic approach for innovation driven projects. Using PRISMA guidelines, we reviewed empirical and conceptual research published over the last twenty-five years with a focus on research from organizational behavior, leadership and HRM areas in NPD projects. A thematic synthesis was carried out grouping four key categories i.e. (1) antecedents of IWB, (2) mediating and moderating mechanisms, (3) outcomes and (4) barriers associated with cultural, structural and contextual constraints. Results highlighted the importance of different leadership styles, HR practices and varying climates as key enablers of IWB in NPD projects. Also, leading from these studies, research gaps that need to be investigated were also brought forward for future studies. By incorporating divergent results, the review contributes to theory on IWB in NPD and offers practical recommendations to project managers, innovation leaders and policy makers on how to create work environments in which creativity and idea implementation are fostered. Future research should include multi-stage, multi-level studies, investigate leadership styles and vary methods to reflect the changing nature of IWB in NPD settings. These insights can be used in the allocation of resources and training programs to maintain long-term innovation capabilities.
Innovative work behavior, New product development, Projects, Innovation
PERCEPTIONS AND ADAPTATION: FARMERS’ RESPONSES TO CLIMATE CHANGE: A CASE OF PAKISTAN
This study examines how farmers in Pakistan's District Layyah view and react to the increasing effects of climate change on agricultural output. The study employs a qualitative research methodology, gathering valuable insights through field observations, focus groups, interviews, and oral narratives. Farmers frequently noted observable changes in the local climate, such as erratic rainfall, increasing temperatures, protracted droughts, and frequent floods. Traditional agricultural methods, such as planting and harvesting timetables, have been upset by these environmental changes, which have resulted in decreased crop output, an increase in pest infestations, and a rise in animal and crop diseases. Farmers showed a profound understanding of these difficulties, based on both firsthand experience and customary wisdom. Many have started implementing adaptive tactics, such as switching up crop varieties, modifying when to plant, and modifying how to care for livestock. The study also shows that socioeconomic characteristics, including age, education, and information availability, have a significant impact on how well farmers are able to adapt to climate shocks. Despite being frequently left out of official decision-making processes, women are essential to livestock management and bear a greater burden as a result of shifting climate conditions. The results demonstrate how urgently policy interventions that encourage gender-inclusive practices, boost climate-resilient agriculture, and increase farmers' access to climate tools and information are needed. Maintaining livelihoods and building resilience in the face of climate unpredictability require arming rural communities with information, resources, and institutional support.
Climate Change, Agriculture, Livestock, Livelihoods, Environmental
EXPLORING THE INFLUENCE OF SOCIAL MEDIA ADVERTISING AND CONTENT MARKETING AWARENESS ON BRAND AWARENESS, IMAGE, ATTITUDE, AND LOYALTY
The purpose of this research was to analyse the variables that impact brand awareness across social media. The rapid growth of digital platforms has transformed the dynamics of marketing communication, with social media advertising and content marketing emerging as dominant tools for building brand equity. This study explores the influence of social media advertising and content marketing awareness on four key dimensions of brand performance—brand awareness, brand image, brand attitude, and brand loyalty. Drawing upon integrated marketing communication and consumer behaviour theories, the research investigates how consumers’ awareness and engagement with online marketing content shape their perceptions and long-term relationships with brands. Data were collected through a structured survey and analysed using statistical techniques to assess both direct and indirect effects among the variables. The findings reveal that social media advertising and content marketing awareness significantly enhance brand awareness and brand image, which in turn positively influence brand attitude and loyalty. The study highlights the strategic importance of creating consistent, value-driven, and interactive content to strengthen brand-consumer connections in the digital landscape. Practical implications are provided for marketers seeking to leverage social media and content marketing as complementary strategies for sustainable brand growth. It is also more difficult for advertisers to produce and raise the brand value as they need to be able to organise messages and attempts to capture consumers across all the current media. Therefore, in the present dynamic business room, advertisers have to accept these contact methods for the branding process. The data were collected by hundreds of respondents in which both male and female are there. The findings of this study reveal that most respondents are in favour of social media marketing due to the easy access to social networking websites. According to the respondents, most social media platforms are considered trustworthy for promoting products and services. Content marketing is also perceived as helpful, as it enables people to easily learn about product features through advertisements.
Content Marketing, Brand Awareness, Social media
REFRAMING THE 5M FRAMEWORK IN THE DIGITAL ERA THE MEDIATING ROLE OF DIGITAL CONFIDENCE AND SOCIAL CAPITAL IN WOMEN-OWNED TECH ENTERPRISES
This paper examines how digital confidence and social capital mediate the process of surmounting the hurdles of women in the tech industry as entrepreneurs. Nevertheless, despite the increasing participation of women in technologically based businesses, they are still facing significant structural, family, and market issues. This paper uses the 5M Framework and new variables in the digital form to examine how digital confidence, or the ability to use digital resources efficiently, and social capital, or the networks and ties that entrepreneurs develop, can influence the success of an entrepreneur. With a quantitative approach, 250 women in the tech business were surveyed in an attempt to establish how these factors impacted business performance. These findings prove that the importance of digital confidence and social capital as antecedents of entrepreneurial success is shown, and social capital is the mediator between digital confidence and business growth. These results prove that digital skills and strong ties are key factor in ensuring that women can beat the challenges of the industry to emerge successful in the male-dominated industry.
Women Entrepreneurs, Digital Confidence, Social Capital, Tech Industry, Entrepreneurial Success, 5M Framework, Quantitative Research, Path Analysis, Barriers, Gender Equality
SMART FIT SYSTEM: MERGING AUGMENTED REALITY WITH SMART TAILORING AND INSTANT DELIVERY
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NAVIGATING THE FINANCIAL BALANCE: DYNAMIC INTERPLAY BETWEEN LIQUIDITY, SOLVENCY, AND FIRM PERFORMANCE IN PAKISTAN’S MANUFACTURING SECTOR
The financial resilience of firms depends on maintaining an appropriate balance between liquidity and solvency, both of which are critical determinants of operational efficiency and long-term stability. Liquidity reflects a firm’s ability to meet short-term obligations and sustain routine operations, while solvency indicates its capacity to honor long-term financial commitments. This study investigates the impact of liquidity and solvency on the financial performance of firms operating within Pakistan’s Cooke and refined petroleum industry, a sector that plays a vital role in the national economy but has received limited academic attention. Employing a quantitative approach, the research utilizes secondary data derived from financial statements of listed Cooke and refined petroleum firms over a defined time span. Financial ratios used as proxies for liquidity and solvency, whereas return on assets (ROA) serves as measures of financial performance. The results revealed that both liquidity and solvency exert a significant influence on firm profitability and financial stability, though the strength and direction of this relationship may vary according to firm-specific characteristics and external economic conditions. By offering empirical evidence from a developing economy, the study extends the theoretical understanding of how financial structure decisions shape firm performance under liquidity and solvency constraints. Its contribution lies in integrating these two financial dimensions within a single analytical framework specific to the Cooke and refined petroleum sector, thereby filling a notable gap in existing literature. The study further provides practical implications for financial managers, investors, and policymakers by emphasizing the importance of balanced financial management strategies that support both short term operational needs and long term sustainability.
Liquidity, Solvency, Financial Performance, Profitability, Cooke and refined petroleum Industry, Pakistan
INTEGRATING ARTIFICIAL INTELLIGENCE AND HUMAN INTERACTION: A CONCEPTUAL FRAMEWORK FOR TRANSFORMING ONLINE CUSTOMER EXPERIENCE THROUGH CHATBOTS
In the face of fast-growing transformation, the chatbots and/or virtual assistants have the potential to transform various business settings by improving customer experience. In digital marketing, the adoption of chatbots is rapidly growing. This artificial intelligence (AI) based technology is now an essential component of online customer experience. It is designed to mimic human interaction, enabling it to respond to customer requests and provide information about the organization’s offerings. However, using chatbots to manage online interactions with customers presents some technical and ethical issues. Hence, endowing human characteristics into chatbots, or "humanizing" chatbots, can simply counter chatbot technology maturity and challenges, and hence influence chatbot users' perceptions. This paper highlights the role played by chatbots in enhancing customer experience. Managerial implications and a future research agenda are also addressed.
Artificial Intelligence, Human-machine Interaction, chatbots, virtual assistants, digital marketing, customer experience
EXPLORING CORRELATION BETWEEN JOB STRESS AND COMMUNITY PHARMACISTS JOB PERFORMANCE
Job related stress takes place in the working environment. Job related stress is one of the leading issues for organizations globally as well as in Pakistan. This study aimed to determine the correlation between job related stress and employees “Community Pharmacists” job performance, to achieve this objective, the study was conducted, including only community pharmacist working in Lahore, Pakistan. Sample size of 64 obtained by using Rao software. However, due to Covid-19, Total of 31 filled questionnaire were received out of 64, which shows a response rate of 48% in this research. Quantitative research tools used for collecting data, pharmacists (participants) received an E-Questionnaire, based on closed questions and a 5-point Likert scale type, in which clearly stated that by filling the questionnaire they are agreeing for participation in the study and providing consent. Adopted questionnaire used which was used previously by Ugur Yozgat in his research “Job stress and job performance among employees in the public sector in Istanbul: examining the moderating role of emotional intelligence”, (2013). Convenience simple random sampling technique was used. Majority of participants were females (61%).The bivariate analysis showed that data was reliable for job related stress and job performance factor (Cronbach’s Alpha =0.821 and 0.890) respectively. A moderate, negative significant correlation exists between job related stress and job performance (r= -0.523 and P=0.003<0.01), indicating that as job related stress increases, community pharmacists job performance decreases To reduce the job related stress, many strategies can be opted, as stress management techniques training can be provided. However, it is suggested to conduct further studies with large sample size and inclusion of more variables.
Job Related Stress, Employee Job Performance, Community Pharmacists, Stress Management Techniques
BIBLIOMETRIC ANALYSIS OF GENDER LENS INVESTING: EMPOWERING WOMEN AND PROMOTING SUSTAINABLE ASSET GROWTH FOR INCLUSIVE AND RESILIENT ECONOMIES
This study examines the potential of gender lens investing (GLI) to empower women and build sustainable assets. Utilizing a bibliometric analysis, the study systematically explores the expanding body of literature on GLI, with a focus on its implications for women's empowerment and sustainable development. The analysis identifies key trends, themes, and influential works within the field, emphasizing the intersection of gender equality and investment strategies that prioritize women. Findings reveal a growing recognition of the significant impact of gender-focused investments on both the social and economic outcomes for women, with promising long-term benefits for individuals and communities. To conduct this analysis, a comprehensive search strategy was employed, targeting publications from 2000 to 2024, using databases such as Scopus, Web of Science, and Google Scholar. Relevant studies were identified through keywords including "gender lens investing," "women's empowerment," "sustainable investing," and related terms. Bibliometric tools such as VOS viewer and RStudio were used to analyze citation counts, author networks, journal distributions, and co-citation patterns, unveiling key thematic clusters and the evolution of research in this domain. The study highlights the current state of GLI research and provides recommendations for future investigations and policy development, aimed at leveraging finance to empower women and advance sustainable economic growth.
Bibliometric analysis, Gender lens investing, Women empowerment, Sustainable asset growth, Inclusive economies, Research trends, Gender equality in finance, Impact investing
AN EXPLORATORY AND EMPIRICAL STUDY OF PERCEIVED VALUE IN HEALTHCARE: IMPLICATIONS FOR SUSTAINABLE HEALTHCARE MARKETING
This research aims to explore the concept of perceived value from patients' perspectives, contributing to a deeper understanding of how perceived value is measured. The study examines transaction value, efficiency value, aesthetic value, social and emotional value, self-gratification value, and conditional value among orthopedic patients in Pakistan. A qualitative approach was initially employed using thematic framework analysis of data gathered through in-depth structured interviews with orthopedic patients. Only those who had undergone minor or major surgical interventions were included in the study. Fifty orthopedic patients were approached using purposive sampling, out of which 32 responded appropriately, resulting in a response rate of 64%. Subsequently, a quantitative study was conducted to further validate and enhance the understanding of the qualitative findings, which also assisted in developing measurement items for the construct. A predictability assessment was performed to examine the relationship between perceived value, patient satisfaction, and patient loyalty.
Perceived Value, Transaction Value, Efficiency Value, Aesthetic Value, Social & Emotional Value, Self-Gratification Value, Conditional Value, Healthcare, Patients
CORPORATE GOVERNANCE AND FINANCIAL DERIVATIVES USAGE: EVIDENCE FROM NON-FINANCIAL FIRMS ON THE PAKISTAN STOCK EXCHANGE
This paper focuses on the correlation between the corporate governance practices and non-financial business companies that use financial derivatives to trade on the Pakistan Stock Exchange (PSX). By relying on the agency theory and risk management theory, the study examines how board structure, CEO duality, and audit committee independence impact firms to use derivatives and any other firm specific variables include size, leverage, liquidity, and profitability. An analysis of a balanced panel dataset of 400 firms was done with the use of logistic and linear regression models in SPSS in the year 2010-24. The results also show that independent boards, as well as effective audit committees, largely increase the likelihood of using derivatives in hedging but do not increase the chances of adoption by the CEO duality. Leveraged and bigger firms as well as those, which are more profitable, are more likely to engage in derivatives though liquidity seems to be less significant. Moreover, the correlation between governance systems and the use of derivatives can be enhanced through the exchange rate and interest rate volatility which highlights the significance of the macroeconomic setup in determining risk management activities. These findings generalize corporate governance and risk management theories to an environment that is an emerging economy and has significant implications to regulators, policymakers, managers and investors in Pakistan.
AI-ENABLED HR ANALYTICS AND WELL-BEING OF EMPLOYEES: AN EVIDENCE FROM ISLAMIC BANKING SECTOR
This paper looks at how AI-based Human Resource (HR) analytics impacts the wellbeing of employees in the Islamic banking sector in Pakistan. Based on the Job Demands-Resources (JD-R) and Self-Determination theory (SDT) paradigms, the study seeks to evaluate the effects of AI-enabled HR analytics on the wellbeing of employees. Quantitative design is used to gather data from 317 employees, where a structured questionnaire was distributed, and analyzed using PLS-SEM in SmartPLS 3. Findings showed a strong positively significant correlation between AI-driven HR analytics and employee well-being. Findings evidenced that AI systems improved fairness, transparency, and engagement, which proved that AI-based systems are organizational and psychological resources that help employees flourish. In practice, the research informs HR managers and policymakers about the use of AI ethically in order to increase efficiency and well-being. Theoretically, it progresses JD-R and SDT by placing AI as a motivational and technological tool. This study adds an empirical evidence to the existing knowledge on human-centered implementation of AI to enhance employee well-being in work environments that are ethically and technologically based, namely the Islamic banking sector in Pakistan
THE IMPACT OF AI-ASSISTED PERSONALIZED DIGITAL ADVERTISING ON CONSUMER BEHAVIOUR AND RETENTION: MODERATED BY ETHICAL CONCERNS
The research examines the impact of personalised digital advertising with the help of artificial intelligence (AI) on consumer behaviour, especially regarding the choice of purchase, retention of customers, and ethical issues. It also addresses to harmonise the technological innovations in AI with ethical systems that are needed to have sustainable digital relationships in marketing. The quantitative survey-based design was used, with responses to 140 participants of various professions being collected. Statistical methods (regression analysis, chi-square analysis, and PROCESS Model (1 and 4) methods were used to test the effects of mediation and moderation in the proposed conceptual model. The results indicate that AI is an important tool to improve the efficacy of personalized advertising, which influences consumer purchasing behaviour. The mediation analysis shows that the association between AI assistance and consumer purchase decision is completely mediated by personalized advertisements. Though, ethical considerations are a balancing force, and they undermine the relationship in case of problems of trust and transparency. The research has some drawbacks that limit generalizability as it depends on convenience sampling and is within a small geographical area. Cross sectional design does not allow any inferences about cause-and-effect and therefore longitudinal and cross-cultural studies are important to extensively comprehend the variables interrelationship and to identify explicit variables holistically. The results are an invitation to marketers to add ethical protection, transparency protocols, and fairness to AI systems to establish trust among consumers and use personalization to enhance engagement and retention. By managing issues of privacy and algorithmic bias, companies can encourage responsible AI usage, which guarantees acceptance in the society and prevents consumer mistrust. The current study offers empirical data of how AI can be a dual role to digital advertising to improve effectiveness and create ethical issues and proposes a more complex framework, based on the Stimulus Organism Response model, to consider in future studies. Highly credible peer-reviewed journals were studied to establish the contents of the research article i.e Scopus, web of science-Indexed, Emerald Insight etc.
Artificial Intelligence, Personalized Advertising, Consumer Behaviour, AI Ethics, Data Privacy
MANAGEMENT AUDIT OF HR POLICIES IN BANKS: A DESCRIPTIVE STUDY
Purpose: Management Audit is a critical area of audit where policies rather than financials are evaluated. This study therefore evaluates the current state of management audit with respect to human resource policies and their impact on the performance of banks in Pakistan. The purpose of this research is to make necessary modification in policies, securing human resources and allowing better performance in terms of higher profitability and reduced risks. Method: A detailed study has been made for four major categories of banks (Government Owned, Private, Foreign and Islamic) in Pakistan. Six Banks (NBP, MCB, UBL, HBL, SCBL and MBL) are selected through stratified random sampling and data from the bank officials has been obtained through self-administered structured close-ended questionnaires. Related head office departments of banks and other sources are approached through direct/unstructured interviews from executives of these departments. All the data collected through questionnaires has been analyzed using statistical software SPSS and Microsoft excel whereas qualitative analysis are made on the data collected through interviews. Findings: The study is based on a descriptive analysis and discovered the significant relationship in between management audit, effectiveness of HRM and the performance of banks with respect to HRM policies. Practical Implications: This study is helpful to bring about policy initiatives that if implemented correctly may produce strong positive impact on the banking industry of Pakistan. Novelty/Originality: This study is one of its kinds that has been conducted on management audit in the banks of Pakistan.
Management Audit, Human Resource Policies, Banking Industry, Performance
DEMOGRAPHICS, CLINICAL PROFILES, AND HEALTHCARE UTILIZATION OF PATIENTS WITH BETA THALASSEMIA MAJOR: A MULTI-CENTER STUDY
Thalassemia is an inherited autosomal recessive blood disorder that occurs due to abnormal form of hemoglobin in the blood. It is an autosomal recessive condition caused by decreased formation of alpha or beta chains of hemoglobin. Pakistan continues to suffer from a high thalassemia burden with statistics rising every year. With around 10 million carriers across the country, it is reported that each year, around 5000 children are diagnosed with thalassemia. The aim of this study is to bridge the gap between the problems faced by thalassemia patients in Pakistan and the facilities not available to them as compared to the developed countries. Method: A cross- sectional study was conducted with the duration of this study was 7 months. The data was collected from six tertiary care hospitals and eight Thalassemia centers, with the selection based on the accessibility of data. The inclusion criteria for the study was: a clinical diagnosis of Beta Thalassemia Major and age group between 1-18 years, irrespective of gender. The exclusion criteria included patients who were over 18 years of age and had comorbidities or complications other than Beta Thalassemia Major, as well as those who did not give consent. A questionnaire was circulated to record the data. It had two parts. The first part included demographics and the second part had close-ended questions related to the treatment of Thalassemia. Results: There were 255 participants whose percentage of males and females was 47.8 and 52.2 respectively. It is established that age was positively correlated with visits to hospitals that patients with Beta Thalassemia made that as age increases, patients with the condition had more visits to hospitals (r = 0.25, p < 0.05, 95% CI [0.12, 0.38]). Another positive correlation between the weight and frequency of blood transfusion in B-thalassemia major patients (r = 0.22, p < 0.05, 95% CI [0.15, 0.35]) as well as between the weight and liver function tests that were performed per year in thalassemia patients (r = 0.28, p < 0.05, 95% CI [0.15, 0.41]) were also found. Conclusion: These findings indicate how parties to BTM patients, whether regarding age and weight, have increased into a healthcare issue that needs greater initiatives by the government, preventive measures, and equal access to care in Pakistan as compared to the developed nations. data from six tertiary care hospitals and eight Thalassemia centers. A questionnaire was used to record data on demographics and close-ended questions related to thalassemia treatment. Positive correlations were observed between age and hospital visits, liver function tests, viral profiles, and CBCs conducted. Weight was positively correlated with the frequency of blood transfusions and liver function tests conducted per year.
Beta Thalassemia; Demographics; Age; Weight; Burden
THE IMPACT OF ARTIFICIAL INTELLIGENCE ON FINANCIAL AND EMPLOYEE PERFORMANCE EVALUATION SYSTEMS
The rapid advancement of Artificial Intelligence (AI) has transformed contemporary organizations, particularly in finance and human resource management. This study investigates the influence of AI-driven tools on financial forecasting and employee performance evaluation, with the objective of understanding how AI enhances decision-making, efficiency, and organizational precision. By integrating AI algorithms into financial systems, organizations can generate more accurate predictions, optimize resource allocation, and support long-term strategic planning. Similarly, AI-enabled performance appraisal systems deliver objective and data-driven evaluations that reduce bias, increase transparency, and provide employees with timely feedback to promote professional growth. To explore these dynamics, the study employs a mixed-methods approach. Quantitatively, it examines financial forecasting accuracy and performance appraisal metrics, while qualitatively, it captures insights from HR managers and finance professionals through structured interviews and surveys. The research focuses on medium to large enterprises that have adopted AI in financial and HR operations, offering a comprehensive perspective on AI’s organizational impact. The anticipated findings highlight that AI adoption not only strengthens the reliability of financial forecasting but also streamlines employee evaluation processes. These improvements contribute to higher productivity, more informed decision-making, and overall organizational effectiveness. Nonetheless, the study also addresses key challenges, including high implementation costs, data privacy concerns, and employee resistance to technological change. Ultimately, this research positions AI as a strategic organizational instrument that bridges technological innovation with practical application. By demonstrating AI’s dual role in optimising financial forecasting and human resource management, the study provides actionable insights for managers and policymakers aiming to leverage AI for sustainable growth and resilience in an era of rapid organisational transformation.
Artificial Intelligence (AI), Financial Performance, Performance Evaluation Systems, Human Resource Management (HRM), Predictive Analytics
THE RELATIONSHIP OF LEADERSHIP STYLES AND EMOTIONAL INTELLIGENCE WITH PROJECT SUCCESS: MEDIATING ROLE OF JOB SATISFACTION AND TRUST
This study investigates the relationship between leadership styles and emotional intelligence with project success, with a particular focus on the mediating role of job satisfaction and trust. While extensive literature exists on project management in construction and IT sectors, limited research has been conducted in the context of non-governmental organizations (NGOs), especially in developing countries like Pakistan. NGOs often operate under project-based structures, facing unique challenges related to leadership, resource constraints, and human capital development. Drawing on data collected through a structured, pre-tested questionnaire from 160 project managers and team leaders working in NGOs, this research applies statistical analysis using SPSS to evaluate the proposed model. The findings reveal that transformational and transactional leadership styles, as well as high emotional intelligence, significantly contribute to project success. Additionally, job satisfaction and interpersonal trust partially mediate these relationships, reinforcing their importance in project-oriented environments. The study offers theoretical and practical implications by highlighting the significance of leadership behavior and emotional competence in achieving project outcomes, particularly in socially driven, resource-constrained organizational settings. Future research could expand these findings by exploring other moderating variables such as organizational culture or team dynamics in similar sectors.
PERCEPTIONS OF ARTIFICIAL INTELLIGENCE AND DIGITAL LITERACY SKILLS; A SURVEY OF UNDERGRADUATE STUDENTS, UNIVERSITY OF BALOCHISTAN, QUETTA
Purpose: This study seeks to understand how undergraduate students at the University of Balochistan, Quetta, perceive and understand artificial intelligence (AI) and digital literacy skills. It also attempts to evaluate the association between the students’ understanding of AI and their digital literacy skills to advocate for the inclusion of both in higher education. Design/Methodology/Approach: A quantitative research design strategy was adopted. A questionnaire was administered to 250 undergraduate students, of which 230 valid responses were obtained through online and face-to-face methods. The primary research instrument consisted of AI perceptions, AI usage, and digital literacy competence Likert-scale and close-ended questions. The research employed frequency and percent distribution using Microsoft Excel. Findings: The results showed that the students had some familiarity with AI and saw it as an educational game changer; however, the students had gaps with formal training in digital literacy. Regarding digital literacy, 58% of respondents stated that they were confident in their online information evaluative skills, and 52% stated that digital literacy was of utmost importance for success. Issues that respondents pointed out were lack of institutional support, inadequate training, and lack of digital access. Practical implications: Implementing comprehensive digital literacy and AI awareness training into university programs may elevate students' preparedness for an AI-integrated world. This involves tailored training focused on filling digital gaps and fostering critical thinking towards technology and its responsible use. Originality/Value: This study adds to the scarce empirical literature concerning the perception of AI within digital literacy and the educational landscape of higher education in Pakistan, specifically the region of Balochistan. This will inform digital education initiatives to keep in line with global technological changes.
Undergraduate Students, Higher Education
THE IMPACT OF AI-BASED CREDIT SCORING MODELS ON REDUCING LOAN DEFAULT RATES IN COMMERCIAL BANKS
This study examines how AI- Based credit scoring models are efficient in terms of decreasing the default rates of loans than conventional systems used by commercial banks in Pakistan. Historical credit data is the main basis of traditional credit scoring models, e.g. FICO, and is ineffective with borrowers who have low or no credit history. These are also the models that are not dynamic, i.e. change according to the real time changes in the financial behavior of a borrower. Conversely, AI-based models can use a wider dataset including history of transactions, utility payments and even social media activity and give a more comprehensive picture of how financially healthy a borrower is. With the inclusion of diverse data types, AI models can provide a more precise evaluation of creditworthiness, particularly among people who are not directly connected to the main credit system. The research functions as an analysis of the data on five commercial banks in Lahore, Pakistan, to determine the rates of loans default and the accuracy of prediction of the models based on AI and traditional ones. The findings indicate that AI-based models minimize the loan default rates as the average rate of loan default is 7 per cent in comparison to 13 per cent with conventional models. The AI models are also highly predictive because it uses dynamic and real-time data which the traditional models never consider. Moreover, it was found that there is a strong negative relationship between borrower income and loan default rates with the higher-income borrowers having less possibility to default. These results can demonstrate the promise of AI-based credit scoring models in enhancing predictions of loan default, enhancing financial inclusion, and creating more accurate risk assessments of credit risk.
AI- Based credit, scoring models, financial behavior, commercial banks, borrower, loans
HARNESSING ARTIFICIAL INTELLIGENCE IN STRATEGIC HRM FOR DRIVING ORGANIZATIONAL SUCCESS
Purpose This study investigates the perceptions, adoption, and strategic impact of Artificial Intelligence (AI) in Human Resource Management (HRM). It explores how AI is being integrated across HR functions, assesses organizational readiness, and evaluates its role in driving organizational success. Design/Methodology/Approach A quantitative research design was employed, using a structured questionnaire distributed to HR professionals and managers across diverse industries. A total of 350 questionnaires were distributed, and 315 valid responses were analyzed. The instrument measured perceptions of AI in talent acquisition, performance and development, employee engagement and retention, strategic decision-making, and overall impact, along with organizational readiness and intent for future AI investment. Reliability analysis confirmed high internal consistency, with Cronbach’s alpha values ranging from 0.823 to 0.941. Data were analyzed using descriptive statistics, including frequencies, percentages, means, and standard deviations. Findings The results indicate overall positive perceptions of AI in HRM. Respondents strongly endorsed AI’s role in aligning HR with business objectives (M = 4.38) and contributing to organizational success (M = 4.48). AI was also perceived as effective in resume screening, performance evaluation, and skill gap identification. However, perceptions were more cautious regarding AI’s ability to reduce hiring bias and predict employee retention, reflecting ethical and reliability concerns. Most organizations reported moderate to high readiness for AI adoption, although only a minority indicated very high preparedness. Additionally, while more than half of respondents expressed likelihood of future AI investment, a significant proportion remained neutral, highlighting uncertainty in strategic direction. Practical Implications The results imply that companies need to find a trade-off between the efficiency and strategic importance of AI and focus on ethical considerations, transparency, and acceptance among the workers. The digital literacy and infrastructure investments, as well as change management investments, are necessary to transition to full-scale adoption. The symbol of AI should be defined as a support to the human decision making process, in which the level of technology performance is integrated with the way of decision made by humans, and sensitivity. Originality/Value The paper gives empirical evidence to a topic that is normally dominated by theoretical and technical discussion. It provides an insight into the opportunities and challenges of AI adoption through the perceptions of HR practitioners and the insights can be employed by HR leaders, policymakers, and scholars. The research provides a justified remark concerning the possibility of using AI as a strategic tool to make the HRM more efficient and help the organization succeed in the long term.
Artificial Intelligence, Strategic Human Resource Management, Organizational Readiness, Talent Management, Employee Engagement
EXPLORING THE INTERPLAY BETWEEN CULTURE AND ENTREPRENEURIAL INTENTIONS
The role of culture in development of entrepreneurial intentions have get attention from the global researchers. Researchers applied the concept of regional, national and global culture for the development of attentions to start new venture. The intent of this work is to study impact of culture in determining the entrepreneurial intentions along the components of Theory of Planned Behavior (TPB) among students. However, the population is students of business studies, enrolled in university degree programs and currently in 3rd or 4th year of their bachelor degree program and Master’s degree program. In this work data collection procedure is adopted by using self-administrative questionnaire from the public and private universitas of AJ&K state and Pakistan. The data collection is based upon contentious sampling techniques. Total 1100 questionnaires were distributed and total questionnaire 900 questionnaires was received from which 874 questionnaires were able to use in current study. Data was analyzed by using SPSS. According to results, all the constructs of TPB indicate positive significant relationship on entrepreneurial intention. Also, result indicated, culture has played moderating role among the relationship of Components of TPB and entrepreneurship intention.
Entrepreneurial Intentions, TPB, Subjective Norms, Perceived Behavior Control, Attitude Toward Behavior, Culture
BORDER ECONOMIES, INFORMAL TRADE, AND GOVERNANCE GAPS: THE CASE OF BALOCHISTAN
Border regions of Balochistan, particularly along Pakistan’s frontiers with Iran and Afghanistan, have emerged as hubs of informal trade and parallel economies. Despite their centrality to local livelihoods, these economies remain largely undocumented, poorly regulated, and vulnerable to governance deficits. The problem lies in the absence of a formal regulatory framework, weak institutional oversight, and the state’s limited capacity to integrate border economies into mainstream economic planning. As a result, informal trade networks often operate outside legal structures, fostering smuggling, tax evasion, and governance challenges while simultaneously sustaining communities dependent on cross-border commerce. The purpose of this study is to investigate the dynamics of Balochistan’s border economies, identify the governance gaps that perpetuate informality, and assess their broader implications for economic development and state legitimacy. Using a qualitative methodology, the research will draw on interviews with local traders, community representatives, government officials, and security personnel, supplemented by secondary data from policy documents, academic literature, and trade reports. Preliminary findings suggest that informal trade is not merely a survival mechanism but also a socio-political reality deeply tied to regional underdevelopment, unemployment, and weak governce presence. Governance gaps—including corruption, fragmented authority, and lack of policy coherence—enable informal networks to thrive, creating both opportunities and risks for border communities. The study concludes that while informal border economies are crucial for sustaining local livelihoods, their unchecked growth undermines governance and formal economic structures. Integrating these economies through context-specific reforms, improved border management, and inclusive development policies can transform informal trade into a driver of stability, legitimacy, and economic growth in Balochistan.
Informal economy, border trade, governance gaps, Balochistan, economic development
THE ROLE OF AI-POWERED FINANCIAL AGENTS IN ENHANCING DECISION-MAKING AND RISK MANAGEMENT IN MODERN BUSINESS ENVIRONMENTS
The integration of Artificial Intelligence (AI) in financial decision-making and risk management has transformed modern business environments, offering more precise, data-driven insights for optimizing financial strategies. AI-powered financial agents, utilizing machine learning algorithms and advanced data analytics, enable businesses to analyze vast datasets, predict market trends, and enhance strategic decision-making. This research investigates the quantitative impact of AI-powered financial agents on decision-making processes and risk management within business environments. The study combines statistical analysis of real-world financial data with experimental simulations of AI-agent interventions. The research utilizes a purposive sampling approach, focusing on a range of industries including banking, investment, and corporate finance, to examine how AI agents influence financial outcomes, improve risk assessment accuracy, and facilitate optimal resource allocation. The study employs regression models, machine learning classifiers, and risk simulation techniques to quantify AI's effectiveness in financial decision-making. Findings indicate a significant improvement in the accuracy of financial predictions, a reduction in operational risks, and enhanced profitability through AI-driven strategies. The research highlights the role of AI in modernizing financial management by fostering more informed, adaptive, and resilient business practices in complex market conditions.
REDIRECTED INVESTMENTS AMID US-CHINA TRADE CONFLICTS: OPPORTUNITIES AND CHALLENGES FOR SOUTH ASIA’S MANUFACTURING INDUSTRY
The US-China trade conflict has significantly reshaped global value chains, prompting a strategic redirection of Foreign Direct Investment (FDI) as multinational enterprises diversify their manufacturing bases away from China. This paper explores the resulting opportunities and enduring challenges for South Asia's manufacturing industry as it emerges as a critical alternative production hub. The region, particularly India and Bangladesh, benefits from competitive labor costs, a large demographic dividend, and government initiatives like 'Make in India,' attracting increased FDI into key sectors such as electronics, textiles, and machinery. However, the long-term sustainability of this growth is challenged by significant structural weaknesses, including persistent infrastructure deficits (logistics, energy supply), bureaucratic regulatory inefficiencies, a critical skill mismatch in the labor force, and the destabilizing risk of capital flight. Sustained success hinges on the urgent implementation of comprehensive policy reforms. These must prioritize substantial investment in smart infrastructure, streamlining regulatory frameworks, aggressive skill development, and fostering deeper regional cooperation to improve competitiveness relative to Southeast Asian counterparts and fully capitalize on the shifting global economic landscape.
US-China Trade War, Foreign Direct Investment (FDI), Global Value Chains (GVCs), South Asia Manufacturing, Investment Diversion, Infrastructure Deficits, Regulatory Reforms, Skill Development, Regional Economic Integration, Supply Chain Resilience
THE ENERGY-CLIMATE NEXUS: AN INTEGRATED FRAMEWORK FOR SUSTAINABLE DEVELOPMENT IN EMERGING ECONOMIES
Developing nations are facing the enormous challenge of energy needs of all people in the regions and at the same time these countries are moving their energy sources to renewables and building energy resilience. The present study delves into one of the central aspects of the world map of fairness i.e. those countries that are responsible for less than 4% of total historic emissions of the atmosphere and are the most susceptible to energy infrastructure failure caused by climate impacts. The research is done through a multimodal approach which involves macroeconomic modeling, econometric analysis of 50 countries from 2000 to 2025, and three case studies of Pakistan, Vietnam, and Bangladesh for identifying the major structural barriers. The referred paper, among others, points to the insufficient climate financing and the trade tariffs which not only increase the transition costs but also make the change harder. One of the core results is the strong, statistically significant negative correlation between climate vulnerability and energy security (β = -0.32, p < 0.01). The research strongly supports the implementation of efficient carbon pricing, stating that using its revenues for recycling could create a fiscal 'double dividend' for financing climate-resilient infrastructure. The research identifies a feasible concerted strategy with the help of three main components: risk-informed planning, market-based fiscal reforms, and the selective use of international aid to help disadvantaged countries that face the most profound inequities.
Energy Access, Climate Resilience, Risk-informed Planning, Market-based Fiscal Reforms, International Aid
INVESTIGATING THE RELATIONSHIP AMONG FISCAL DECENTRALIZATION, PUBLIC DEBT AND ECONOMIC GROWTH: A CASE OF SELECTED ASIAN COUNTRIES
One of the dangers of fiscal decentralization is excessive borrowing by subnational governments. Fiscal decentralization increases public sector orderliness and leads to economic growth. This study investigates association between fiscal decentralization, public debt and economic extension in a set of panel data of selected Asian countries from 1995-2023. Study employs econometrics approaches: pooled mean group (PMG), mean group (MG), dynamic fixed effects (REM), and also uses fully modified ordinary least square (FMOLS) and dynamic ordinary least square (DOLS) tests for avoiding the endogeneity issue in the data along with Westerlund and padroni Cointegration test for non-stationary panel data analyses. This study found that decentralization of expenditure leads to a reduction in public debt, and decentralization of both expenditure and revenue has mixed effects on economic growth. Additionally, increasing government debt has negative consequences on economic growth in the short and long term, refuting the idea that public debt only has negative effects when it exceeds 90% of GDP. In summary, the study supports the view that public debt hinders economic growth. The policy implications for increasing revenue decentralization in order to meet the economic growth target are highlighted.
Expenditure Decentralization, Revenue Decentralization, Public Debt, Asian Country
EXPLORING SOCIAL PROTECTION’S ROLE IN RURAL ECONOMIC DEVELOPMENT: A CASE STUDY OF EFFECTS ON HOUSEHOLD RESILIENCE AND ENTREPRENEURIAL ACTIVITIES
This study investigates the impact of the Benazir Income Support Programme (BISP) on household welfare in Pakistan, with a focus on dietary diversity, food insecurity, poverty, and broader implications for economic empowerment. Using nationally representative data from the Pakistan Social and Living Standards Measurement Survey (PSLM) and the Household Integrated Economic Survey (HIES), the analysis applies both the Linear Probability Model (LPM) and Logit Model to examine how BISP participation influences household well-being. Findings suggest that BISP beneficiaries experience improvements in food consumption and poverty alleviation, though challenges remain for larger households and families with lower literacy levels. Beyond these direct welfare effects, the study highlights BISP’s potential indirect contributions to entrepreneurship and small and medium enterprises (SMEs). By providing income security, cash transfers allow households, particularly women, to engage in micro-enterprises, invest in children’s education, and stimulate local markets, creating multiplier effects within rural economies (Gazdar & Mallah, 2013; Iqbal et al., 2020). These linkages demonstrate that social protection programs like BISP not only address immediate poverty but can also lay the foundation for inclusive economic growth by fostering resilience, enhancing human capital, and supporting small-scale entrepreneurial activity. Policymakers are therefore encouraged to expand cash transfer amounts, integrate vocational training and digital literacy programs, and create synergies between BISP and SME development policies to achieve sustainable poverty reduction and long-term economic transformation (Mustafa et al., 2019; Rehman, 2022; Uddin, 2021).
BISP, food security, dietary diversity, social protection, SMEs, entrepreneurship, poverty.
RISK-RELATED DETERMINANTS OF STOCK PRICES IN AN EMERGING MARKET: EVIDENCE FROM BANGLADESH
The capital market acts as an intermediary, channeling surplus funds into productive investments that promote economic growth. This study examines the risk-related factors influencing the market prices of stocks in Bangladesh’s corporate sector. Employing a quantitative approach, data from 120 manufacturing companies listed on the Dhaka Stock Exchange (DSE) for the period 2014–2024 were analyzed. A rolling 10-year window was applied to calculate the sample variables. The study measured operating leverage, financial leverage, total leverage, earnings per share (EPS), and systematic risk (Beta), and assessed their relationships with stock prices using correlation and regression analyses in SPSS and STATA. The results indicate significant associations: EPS exhibits a strong positive correlation with stock prices, whereas systematic risk (Beta) and operating leverage are negatively related. These findings identify key determinants of stock valuation in Bangladesh and provide valuable insights for investors, corporations, and policymakers.
Corporate Sector; Financial Risk; Market Price of Stock; Market Risk; Operating Risk
SUSTAINABLE STRATEGIES AND COMPETITIVE ADVANTAGE IN MULTINATIONAL CORPORATIONS: THE MEDIATING ROLES OF KNOWLEDGE SHARING AND EMPLOYEE COMMITMENT WITH THE MODERATING EFFECT OF ORGANIZATIONAL CULTURE
This study investigates the role of sustainable strategies in shaping competitive advantage, with a particular focus on the mediating effects of knowledge sharing and employee commitment, and the moderating role of organizational culture. Drawing on the knowledge-based view and social exchange perspectives, a quantitative, cross-sectional design was employed, and data were collected from firms in Pakistan. Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to test the hypothesized relationships. The results reveal that sustainable strategies have a positive but statistically insignificant direct effect on competitive advantage. However, when mediated through knowledge sharing and employee commitment, the effects become significant, indicating that these internal mechanisms are essential channels for translating sustainability initiatives into firm-level performance outcomes. In contrast, organizational culture does not moderate the relationships between sustainable strategies and competitive advantage, employee commitment, or knowledge sharing. These findings suggest that while sustainability orientation is crucial, its benefits are realized primarily through fostering knowledge exchange and employee dedication rather than relying on culture to strengthen the effects.
Employee Commitment and Organizational Culture