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An equitable distribution of economic benefits from the recent growth of e‐commerce in Pakistan requires inclusive adoption of formal digital marketplaces. The available literature and focused discussions reveal that most women‐led businesses rely on informal e‐commerce managed through social media applications and have incomplete and often incorrect information on the benefits and choices related to the formal platforms. To inform and motivate women‐led micro, small and medium enterprises, this study deploys an information treatment through a randomised control trial of 300 women entrepreneurs in large urban centres of Pakistan. Results show that women entrepreneurs were responsive to the information, as the treated businesses were 10 percentage points more likely to opt for formal e‐commerce than the control group. The study is policy relevant as the methodology allows simple and inexpensive replication to scale up the treatment for better business growth for women entrepreneurs in Pakistan. [ABSTRACT FROM AUTHOR]

The aim of this research is to examine the marketing strategies to Generation Z, social media cognitive engagement, social media influencer, perceived corporate social responsibility and user-generated media communication and hedonic brand image as moderator on generation Gen Z purchase intention, and examining these effects in Covid'19 pandemic recession phase in Pakistan. Research was completed on Generation Z respondents, using an online survey questionnaire were evaluated using through factor analysis, model fit, SEM via Smart PLS 4. Empirical results via structural equation modeling demonstrate that the impact of the four constructs played a partially significant role on Gen Z purchase intention. Gen Z has strong bonding with social media engagement and aware of CSR activities of an organization and confirmed their behavior toward e-shopping. Brand equity and Citizen Behavior are could be examined as a dependent variable but we didn't due to lack of literature. Social media cognitive engagement and perceived corporate social responsibility has strong relation with generation Z purchase intention which indicates generation Z is engage with social media and CSR activities. Online business operators and trend setter can identify and promote their business on social media sites. Through this study marketers and professionals can also formulate strategies to increase promote their business. The empirical results provide academic contributions to the current group of knowledge in the marketing to capture Gen Z. Using advanced quantitative data analysis will eventually enable future researchers to explain the contribution of the current study to understanding the importance of Generation Z psychology. [ABSTRACT FROM AUTHOR]

This study aims to investigate the relationship between social media marketing channel usage and business performance of SME’s along with the mediators of cost reduction, innovation, and marketing capabilities in the context of Pakistan. The research applies quantitative analysis via PLS-SEM for finding out the structural relationships among study constructs. The sample size consisted of 322 respondents who are either owners or workers at a decision-making level belonging to SMEs' in Pakistan. The purposive sampling technique is used to reach the respondents. The findings of the structural model indicate a statistically significant effect of social media marketing channel usage on the business performance of small business enterprises. The two mediating effects of cost reduction and innovation in between social media marketing channel usage and business performance proved statistically significant. Also, the moderating role of age in the relationship between innovation and business performance is supported by data. Further research may incorporate the role of moderators like culture to investigate the interaction effect of culture and social media marketing channel usage on the business performance of SME’s. This study will help construction managers and policymakers to adopt social media marketing to enhance their business performance. [ABSTRACT FROM AUTHOR]

Opinion mining is the technique of analyzing the sentiment, behavior, feelings, emotions, and attitudes of customers about a product, topic, comments on social media, etc. Online shopping has revolutionized the way customers do shopping. The customer likes to visit the online store to find their product of interest. It is becoming more difficult for customers to make purchasing decisions solely based on photos and product descriptions. Customer reviews provides a rich source of information to compare products and make purchasing decisions commonly on the basis of other customer reviews. Clients provide comments in the language of their choice, e.g. the people of Pakistan use Roman script based the Urdu language. Normally such comments are free from scripting rules. Hundreds of comments are given on a single product, which may contain noisy comments. Identifying noisy comments and finding the polarity of these comments is an active area of research. Limited research is being carried out on roman Urdu sentiment analysis. In this research paper, we propose a novel approach by using Boolean rules for the identification of the related and non-related comments. Related reviews are those which show the behavior of a customer about a particular product. Lexicons are built for the identification of noise, positive and negative reviews. The precision of the evaluation results is 68%, recall is also 68% and F-measure is 68. The accuracy of the whole evaluation is 60%. [ABSTRACT FROM AUTHOR]

This research letter focuses on tourist behavior and tourism business operators' contributions to rural mountain region economic growth and sustainable development when using social media. Data were collected from 43 interviews from different tourism business operators, and a questionnaire survey of 576 tourists from the Gilgit-Baltistan, Pakistan. Drawing on development communication theory, the study reveals that there is a positive relationship between the tourists' intentions and rural mountain region sustainable development. The study also reveals that most tourists are willing to pay more taxes when touring mountain regions. The real business outcomes from tourism business operators show that rural mountain region tourism creates better employment opportunities for the rural population. All tourists demonstrated the motivation to take part in rural mountain region sustainable development while touring rural locations. The study also offers policy implications. [ABSTRACT FROM AUTHOR]