Dr. Yasir Aftab Farooqi

Influencer Credibility and Purchase Intention: The Mediating Role of Brand Reputation Among Pakistani Social Media Users

Influencer marketing is growing rapidly in emerging markets, yet it is unclear whether influencer credibility affects purchase intention only directly or also by shaping how consumers evaluate the endorsed brand. Drawing on the source credibility model and signalling theory, this study tests whether brand reputation me...

AI PERSONALIZATION AND PURCHASE INTENTION: THE MEDIATING ROLE OF CONSUMER TRUST AND THE MODERATING ROLE OF PRIVACY CONCERN

The Human Side of AI Adoption: Leadership, Job Security, Psychological Need, and Employee Outcomes

The results showed that the mediation model for the relationship between Perceived Job Security and Task Performance was complementary partial mediation and the mediation model for the relationship between Psychological Need and Job Stress was complementary partial mediation, and all eight hypotheses were supported.