Hammad Zafar

CUSTOMER LOYALTY? THE MEDIATING ROLE OF CUSTOMER ENGAGEMENT AND BRAND TRUST: A STUDY OF THE E-COMMERCE INDUSTRY IN KARACHI, PAKISTAN

THE ROLE OF CONSUMER TRUST IN AI-DRIVEN SOCIAL MEDIA MARKETING AND PURCHASE INTENTION IN EMERGING MARKETS

The purpose of this study is to investigate how consumer trust affects purchase intention in emerging economies and the use of AI in social media marketing. To supplement earlier research on social media marketing, the study adds Artificial Intelligence (AI) and Consumer Trust to the relationship between social media m...

Organizational Culture as a Driver of Employee Performance: The Mediating Effects of Job Satisfaction and Motivation

This article examines the effect of organizational culture on worker performance through worker motivation and job satisfaction. The research used a quantitative approach with a cross-sectional strategy. Primary data were collected from 291 employees across various organizations using a structured questionnaire. Each c...

THE IMPACT OF GREEN HRM ON ORGANIZATIONAL CITIZENSHIP BEHAVIOR: WITH THE MEDIATING ROLES OF ORGANIZATIONAL IDENTIFICATION, JOB SATISFACTION, AND GREEN CULTURE, AND THE MODERATING ROLE OF GREEN VALUES

The impact of Green Human Resource Management (Green HRM/GHRM) on Green Organizational Citizenship Behavior (GOCB) has been widely examined and evaluated in this study, with specific emphasis on the mediating roles, with the inclusion of Organizational Identification (OI), Job Satisfaction (JS), and Green Culture (GC),...

THE IMPACT OF DIGITAL TRANSFORMATION ON SUPPLY CHAIN PERFORMANCE & FINANCIAL PERFORMANCE: THE MEDIATING EFFECTS OF SUPPLY CHAIN RESILIENCE AND SUPPLY CHAIN ROBUSTNESS IN THE MANUFACTURING SECTOR

Due to the adoption of many digital technologies, the international industrial supply chain undergoes digital transformation (DT). In complex and simple environments, it allows maintaining its high performance, increasing its agility. By extending the concept of the data network to the supply chain, this study seeks to...

THE IMPACT OF GREEN HRM ON ENVIRONMENTAL PERFORMANCE WITH THE MEDIATING EFFECTS OF GREEN ORGANIZATIONAL CULTURE AND EMPLOYEE ENVIRONMENTAL COMMITMENT AND THE MODERATING ROLE OF GREEN TRANSFORMATIONAL LEADERSHIP

The Impact of AI Big Data Capabilities and Supply Chain Agility on Supply Chain Performance: The Mediating Roles of Supply Chain Integration and Capabilities with Moderated Effects

The findings guide managers in prioritizing investments in AI capabilities, agility, ethical leadership, and management practices to enhance supply chain performance, while recognizing that integration alone may not directly translate to performance without capability development.

The Effects of Supply Chain Flexibility on Customer Responsiveness: the Mediating Role of Digitalization and Innovation Orientation

This study aims at exploring the mediating role of digitalization and innovation orientation in examining the impact of Supply Chain Flexibility dimensions on Customer Responsiveness. The study adopts the existing concept of flexibility in the supply chain, and adds the construct of digitalization to the model and real...