Pakistan Journal of Commerce and Social Sciences
type: channel
description: Mission Statement Pakistan Journal of Commerce and Social Sciences (PJCSS) is a peer reviewed journal started in 2008 with the mission of providing high quality scientific content to academic researchers and business practitioners. It focuses to provide intellectually stimulating forum where researchers can share their ideas, experiments, commerce related themes and topics in a friendly, supportive and thought provoking environment. The editorial board of PJCSS is committed to promote the journal as one of the leading and globally reputable essential reading in contemporary commerce during the next five years to come.
language: en
publication name: Pakistan Journal of Commerce and Social Sciences
issn: 1997-8553
items: Enhancing Online Impulse Buying through Artificial Intelligence Stimuli and Social Stimuli in Generation Z: The Mediating Role of Brand Trust
items: Digital Trade and Global Environmental Quality: The Moderating Role of Energy Justice
items: Board Characteristics, Firm Performance, and Institutional Ownership: Evidence from Listed Companies of Pakistan
items: Drivers and Barriers of ChatGPT Adoption in Higher Education: Insights from Multiple Theories
items: The impact of Foreign Direct Investment, Institutional Quality, and Industrialization on Carbon Emissions: Evidence from High-Income and Upper-Middle-Income Countries
items: Digital Trade Integration and the Green Transition: The Moderating Role of Energy Equity in a Global Panel Analysis
items: Role of External Corporate Social Responsibility towards Task Performance: Unveiling Serial Mediation of Organizational Pride and Affective Commitment
items: Equity Crowdfunding Success in Malaysia: The Role of Crowd Investors, Campaign Disclosure and Valuation Disclosure
items: Influence of Environmental Stimuli on Impulsive Buying Behavior in Online Livestream Commerce: The Moderating Role of Livestream Viewing Frequency and Livestream Shopping Experience
items: The Spillover Impact of Green HRM on Non-Green Outcomes in Logistics Industry: Mediating Role of Organization Pride and Moderating Role of Ethical Leadership Style and Psychological Empowerment
items: The Load Capacity Curve Hypothesis: Natural Resource Rent, Financial Inclusion, and the Pathways to Global Environmental Sustainability
items: Do Institutional Investors Mitigate Costly Restructuring? Dynamic Evidence from the Globe
items: Building Customer Citizenship Behavior through Corporate Social Responsibility, Perceived Value, and Perceived Service Quality: The Mediating Effect of Corporate Reputation
items: The Impact of Netflix’s AI Powered Recommendation System on Consumers’ Behavioral Intentions
items: Estimation of Parameters of the Beta-Extreme Value Distribution
items: Burnout in Customer Service Representatives
items: Education, Underemployment, and Job Satisfaction
items: Growth and Efficiency of Small Scale Industry and its Impact on Economic Development of Sindh
items: Dynamic Supply Response Analysis of Pakistani Rice Growers
items: Problems and Challenges in Human Resource Management: A Case of Large Organization in Pakistan
items: Working Capital Approaches and Firm’s Returns in Pakistan
items: Determinants of Corporate Philanthropy in Pakistan
items: Analysis of Trade Before and After the WTO: A Case Study of South Asia
items: Reliability and Quantile Analysis of Pareto Distribution
items: Faith and Reason: A Synthesis in Pakistani Society
items: Banking Crisis: Empirical Evidence of Iranian Bankers
items: Application of Endogenous Growth Model to the Economy of Pakistan: A Cointegration Approach
items: Empirically Testing the Mediating Effect of Distributive Justice in the Relationship between Adequacy of Benefits and Personal Outcomes
items: Evaluation of Shortest Paths in Road Network
items: Comparing Standards of Business Ethics in USA, China, Jamaica and Pakistan

Enhancing Online Impulse Buying through Artificial Intelligence Stimuli and Social Stimuli in Generation Z: The Mediating Role of Brand Trust
type: item
description: The purpose of this research is to investigate and explain the extent to which artificial intelligence stimuli and social behavior determinants influence online impulse buying in Pakistan’s e-retail sector positioning brand trust as central pathway mechanism among generation Z. Drawing on the integrated Stimulus-Organism-Response (SOR) framework and Technology Acceptance Model (TAM), study specified three stimuli factors AI exposure, AI accuracy perception, and recommended product, while buying impulsiveness and subjective norms were incorporated as behavioral constructs to predict impulse buying behavior mediated by the brand trust. Data were collected from generation Z and broader adult cohort via cross-sectional Google Survey yielding 508 valid responses. Partial-Least-Square, structural equation modeling (SmartPLS-4.0) was used to test the hypothesized relationship of the variables. Findings of the study revealed AI accuracy perception and subjective norms exhibited strong mediating effect through brand trust on impulse buying as compared to AI exposure, recommended product, and buying impulsiveness. Overall, the model explained 57.0% effect on brand trust and 35.8% was recorded on impulse buying with satisfactory predictive relevance and effect size. AI accuracy perception and subjective norms are strong calibration with brand trust; where effect size indicates larger trust leads to influence impulse buying significantly.
subject: Articles
  topic: section
subject: AI recommendation accuracy, brand trust, online impulse buying, e-commerce, generation Z, subjective norms, consumer impulsiveness, Pakistan.
  topic: keywords
creator: Sharif Usman Sanawan
creator: Muhammad Taimoor Hassan
creator: Saba Khalid
rights: Copyright (c) 2026 Pakistan Journal of Commerce and Social Sciences (ISSN 1997-8553)
date: 2026-03-31
publication date: 2026-03-31
starting page: 268
ending page: 295
doi: 10.64534/Commer.2026.675

Digital Trade and Global Environmental Quality: The Moderating Role of Energy Justice
type: item
description: The potential of digital trade (DTE) and energy justice (EJ) to support environmental quality requires in-depth exploration because the environmental gains of DTE can be compromised in economies where EJ is not ensured. This study explores the environmental effects of DTE and EJ on ecological footprint (EF) utilizing panel data from 147 economies from 2005 to 2023. The empirical results are estimated using panel data estimators namely fixed effects, random effects, the system generalized method of moments (GMM) and the method of moments quantile regression (MMQR). The GMM estimates suggest that DTE exerts a positive and significant influence on the environment. However, the MMQR results demonstrate that the effect of DTE on EF varies in sign and magnitude across quantiles. The positive effect is observed in median and higher quantiles while the negative effect is noted in lower quantiles. Finally, the results suggest a moderating role of EJ in the environmental effect of DTE. That is, the interactive effect of DT with EJ exerts a significantly positive effect on environmental quality. This finding suggests that ensuring EJ in home economies strengthens the environmental benefits of digital trade integration. These findings offer important policy implications for advancing digitalization strategies along with ensuring EJ to promote global environmental sustainability.
subject: Articles
  topic: section
subject: Digital trade, energy justice, environmental quality, resource endowment, ecological footprint.
  topic: keywords
creator: Muhammad Tariq Majeed
creator: Maryum Bashir
creator: Samina Ali
rights: Copyright (c) 2026 Pakistan Journal of Commerce and Social Sciences (ISSN 1997-8553)
date: 2026-03-31
publication date: 2026-03-31
starting page: 239
ending page: 267
doi: 10.64534/Commer.2026.674

Board Characteristics, Firm Performance, and Institutional Ownership: Evidence from Listed Companies of Pakistan
type: item
description: This study endeavors to scrutinize the impact of board characteristics on firm performance directly as well as through the moderating influence of institutional ownership. Tobin’ Q and market-to-book ratio are the proxies of firm performance as dependent variable. The analytical approach involves unbalanced panel data comprising 883 firm year observations of 75 textile manufacturing firms listed on Pakistan Stock Exchange from 2012 – 2023 by using fixed effect regression and system GMM estimation techniques through STATA software. Notably, findings indicate that board size and female directors demonstrate significant positive influence, whereas, outside directors and director ownership shows significant negative influence on firm performance. Furthermore, findings also indicate that institutional ownership has a significant positive moderating influence on the relationship between board characteristics and firm performance. This contribution to the scholarly literature provides certain important theoretical insights and practical implications for practitioners and policy makers.
subject: Articles
  topic: section
subject: Board characteristics, ownership structure, institutional ownership, firm performance, Pakistan Stock Exchange.
  topic: keywords
creator: Fadia Naz
creator: Hisham Bin Muhammad
creator: Chai-Aun Ooi
rights: Copyright (c) 2026 Pakistan Journal of Commerce and Social Sciences (ISSN 1997-8553)
date: 2026-03-31
publication date: 2026-03-31
starting page: 211
ending page: 239
doi: 10.64534/Commer.2026.673

Drivers and Barriers of ChatGPT Adoption in Higher Education: Insights from Multiple Theories
type: item
description: This study aims to discuss the driving forces and obstacles that influence the usage of ChatGPT among higher education postgraduate research scholars. The data analysis was conducted using the partial least squares structural equation modeling (PLS-SEM) with the consideration of 436 valid responses which were collected from post graduate research scholars in Pakistan. The study relies on the behavioral reasoning theory (BRT), the technology acceptance model (TAM-2), and the theory of innovation resistance (IRT) to explain determinants that facilitate and hinder the use of technology. The findings confirmed that perceived ease of use, perceived usefulness, and social influence (reason for) are positively related. Tradition, risk, and usage barriers (reasons against), on the other hand, have a negative relationship with the intention of the users to use ChatGPT. These results indicate that adoption drivers and resistance factors influence simultaneously the usage of ChatGPT in academic context. In addition to integrating three prominent theoretical perspectives on technology adoption and resistance, this study contributes to the literature on AI-based technology adoption and advances understanding of the behavioral mechanisms underlying ChatGPT usage. This study also has practical implications to the institutions of higher learning and policymakers on how to effectively and responsibly integrate the use of generative AI tools in higher learning institutions.
subject: Articles
  topic: section
subject:
  topic: keywords
  value: Behavioral reasoning theory, technology acceptance model, innovation resistance theory, perceived usefulness, perceived ease of use, social influence, attitude towards ChatGPT, intention to use ChatGPT.
creator: Jahanzeb Khan
creator: Rana Muhammad Shahid Yaqub
creator: Muhammad Zafar Yaqub
creator: Khushbakht Bibi
rights: Copyright (c) 2026 Pakistan Journal of Commerce and Social Sciences (ISSN 1997-8553)
date: 2026-03-31
publication date: 2026-03-31
starting page: 183
ending page: 210
doi: 10.64534/Commer.2026.672

The impact of Foreign Direct Investment, Institutional Quality, and Industrialization on Carbon Emissions: Evidence from High-Income and Upper-Middle-Income Countries
type: item
description: This study investigates the relationship between foreign direct investment (FDI), institutional quality, industrialization, and carbon emissions across 48 high-income and 37 upper-middle-income countries for the years 2002 to 2022 by employing panel quantile regression analysis using R software. The results show that inward FDI has increased pollution in high-income countries by the coefficient of 0.016 to 0.026 while it has reduced carbon emissions in upper-middle-income countries by the coefficient of -0.012 to 0.01. In outward FDI, although it is expected that upper-middle income countries will end up with low carbon emissions, the results show that carbon emissions increase in these countries by the coefficient of -0.025 to 0.08. Industrialization has significantly raised pollution in both groups, while institutional quality has a positive impact in high-income countries and a negative influence in upper-middle-income nations, implying the mixed impact of good governance in environmental management. The findings highlight the dual effect of FDI on carbon emissions, indicating that its environmental impact varies according to the extent of policy interventions, i.e. carbon taxation, environmental regulation, designed to balance economic growth with environmental protection. The results offer valuable insights for companies and policymakers seeking to align economic growth with environmental sustainability across different stages of economic development.
subject: Articles
  topic: section
subject: Foreign direct investment, carbon emissions, industrialization, institutional quality.
  topic: keywords
creator: Umaal Ahmed Khan
creator: Rofaida Benotsmane
creator: Merve Şahin
creator: Mustafa Kemal Yilmaz
creator: Bülent Güloğlu
creator: Selim Zaim
rights: Copyright (c) 2026 Pakistan Journal of Commerce and Social Sciences (ISSN 1997-8553)
date: 2026-03-31
publication date: 2026-03-31
starting page: 152
ending page: 182
doi: 10.64534/Commer.2026.671

Digital Trade Integration and the Green Transition: The Moderating Role of Energy Equity in a Global Panel Analysis
type: item
description: In recent years, digital trade integration has emerged as a potentially important factor influencing the global green transition through the cross-border diffusion of renewable technologies and smart energy systems. Nevertheless, its usefulness in expediting the adoption of renewable energy is still unclear, especially at a time when the world is facing increasing electricity needs to support digital infrastructure and address long-range energy inequities. This study examines whether the environmental effects of digital trade integration depend on energy equity using a balanced panel of 71 economies from 2002 to 2023. The analysis employs several panel econometric techniques, including fixed effects, FMOLS, DOLS, System GMM, and the Dumitrescu–Hurlin panel causality test. The findings indicate (i) a Granger-causality relationship between digital trade integration and the green transition; (ii) a significant positive interaction effect, suggesting a “justice threshold” where higher energy equity strengthens the impact of digital trade on renewable energy adoption; and (iii) much stronger synergies in the middle and low-income economies, which supports a leapfrog hypothesis. These outcomes indicate that digital trade may speed up the adoption of renewable energy in case of fair access to energy. To ensure that the global green transition occurring in digital trade systems is inclusive and just, the paper can give viable policy suggestions to the implementation of energy equity.
subject: Articles
  topic: section
subject: Digital trade integration, energy equity, green transition, renewable energy, financial development, natural resource rents.
  topic: keywords
creator: Ahmad Ghazali
creator: Muhammad Ashraf
creator: Mubashar Ali
rights: Copyright (c) 2026 Pakistan Journal of Commerce and Social Sciences (ISSN 1997-8553)
date: 2026-03-31
publication date: 2026-03-31
starting page: 121
ending page: 151
doi: 10.64534/Commer.2026.670

Role of External Corporate Social Responsibility towards Task Performance: Unveiling Serial Mediation of Organizational Pride and Affective Commitment
type: item
description: The importance of CSR is undeniable—it serves as a powerful driver that boosts both employee performance and overall organizational success. Extensive research is found in literature on CSR and its several dynamics related to the performance. Therefore, the objective of the study is to investigate how employees’ external CSR perception influences the task performance of the employees. Based on the social identity theoretical lens, this study drives the research framework of CSR and performance with potential mediating effect of organizational pride and effective commitment. The data was collected from a sample of 372 employees working in private organizations of service sector. For data analysis, PLS-SEM was utilized which validates the hypothesized relationships between variables. The results of this study lend support for hypothesized model. Additionally, it is exhibited that organizational pride and affective commitment sequentially mediate the relationship between employee’s external CSR perception and task performance. The findings of this study contributed to the existing literature by explaining the CSR and task performance in the different context that has not been explored yet. Moreover, this study also discussed the robust theoretical contributions and practical implications of the results.
subject: Articles
  topic: section
subject: External CSR, task performance, organizational pride, affective commitment, service sector, Pakistan.
  topic: keywords
creator: Irum Yasmeen
creator: Alia Ahmed
creator: Mehvish Fazal-ur-Rehman
rights: Copyright (c) 2026 Pakistan Journal of Commerce and Social Sciences (ISSN 1997-8553)
date: 2026-03-31
publication date: 2026-03-31
starting page: 98
ending page: 120
doi: 10.64534/Commer.2026.669

Equity Crowdfunding Success in Malaysia: The Role of Crowd Investors, Campaign Disclosure and Valuation Disclosure
type: item
description: This study examines the determinants of equity crowdfunding (ECF) campaign success in Malaysia through the lens of quality signaling theory and behavioral herding dynamics. Using a manually collected dataset of 335 completed campaigns launched on pitchIN, MyStartr, and AtaPlus between 2016 and 2025. The study investigates how firm-level and campaign-level signals influence fundraising outcomes in a regulated digital financing environment. Binary logistic regression is employed as the primary analytical method, with probit regression used for robustness testing. The findings show that the number of investors has a significant and positive relationship with campaign success, underscoring the importance of social proof and herding behavior in reducing information asymmetry. Valuation disclosure significantly increases the likelihood of success by enhancing transparency and investor confidence, while company age displays a negative effect, indicating investor preference for younger and growth-oriented ventures. In contrast, campaign duration and industry sector do not significant influence once credible signals are considered. The study contributes to the entrepreneurial finance literature by cooperatively modelling behavioral crowd signals and firm-level quality signals using real-market data from Malaysia, and offers practical insights for entrepreneurs, platform operators, and policymakers seeking to strengthen transparency, investor engagement, and digital financing effectiveness.
subject: Articles
  topic: section
subject: Equity crowdfunding, signaling theory, information asymmetry, campaign success, campaign duration, valuation disclosure, Malaysia.
  topic: keywords
creator: Jun Heng Lo
creator: Hui Wei You
creator: Sardar Muhammad Usman
creator: Muhammad Imran
rights: Copyright (c) 2026 Pakistan Journal of Commerce and Social Sciences (ISSN 1997-8553)
date: 2026-03-31
publication date: 2026-03-31
starting page: 70
ending page: 97
doi: 10.64534/Commer.2026.668

Influence of Environmental Stimuli on Impulsive Buying Behavior in Online Livestream Commerce: The Moderating Role of Livestream Viewing Frequency and Livestream Shopping Experience
type: item
description: The impact of environmental factors on consumer impulsive buying behavior in the context of e-commerce live streaming: Role of celebrity endorsements and moderating effects of live streaming frequency and shopping experience This study examined the effect of environmental factors like perceived scarcity, perceived discount, time pressure, social pressure and celebrity endorsement on the emotional arousal of online consumers, which further affects their impulse buying. Additionally, the study shed light on the role of two emerging consumer behavioral variables, namely the frequency of watching live streaming videos and live streaming shopping experience. Based on a survey conducted from an online panel of 575 consumers, partial least squares structural equation modeling (PLS-SEM) was used for empirical verification. The results confirmed that the frequency of watching live streaming videos and live streaming shopping experience are significant moderators that decrease the influence of emotional arousal on impulse buying in a statistically significant manner. These results indicated the mediating role of emotional arousal towards the relationship between environmental factors and impulse buying, however consumers having a higher live streaming shopping experience and greater exposure to live streaming videos tend to be more rational, capable of learning and thereby refraining from their impulsive buying behavior. This contributes to a better understanding of how consumers learn to restrain their impulse buying in the era of e-commerce live streaming and sheds new light in the existing theories regarding online consumer behaviors in the livestream commerce context.
subject: Articles
  topic: section
subject: Impulsive buying, livestream viewing frequency, livestream shopping experience, e-commerce, emotional arousal, celebrity endorsement, social influence.
  topic: keywords
creator: Dinh Huu De
creator: Bui Thanh Khoa
rights: Copyright (c) 2026 Pakistan Journal of Commerce and Social Sciences (ISSN 1997-8553)
date: 2026-03-31
publication date: 2026-03-31
starting page: 34
ending page: 69
doi: 10.64534/Commer.2026.667

The Spillover Impact of Green HRM on Non-Green Outcomes in Logistics Industry: Mediating Role of Organization Pride and Moderating Role of Ethical Leadership Style and Psychological Empowerment
type: item
description: This study examines the direct and indirect effects of green human resource management (GHRM) on job satisfaction, with organizational pride as a mediator and ethical leadership and psychological empowerment as moderators. Data were collected in three waves from 308 respondents in Pakistan’s logistics industry, with hypotheses tested using PLS-SEM through SmartPLS. Findings reveal that GHRM positively influences employee job satisfaction, with organizational pride playing a significant mediating role. Ethical leadership further strengthens the GHRM-job satisfaction link by amplifying the positive effects of organizational pride, while psychological empowerment enhances the pride-satisfaction relationship, underscoring the importance of an empowering workplace culture. This research contributes to GHRM literature by addressing its less-discussed non-green outcomes, particularly in the logistics sector. By integrating organizational pride, ethical leadership, and psychological empowerment, the study provides a comprehensive understanding of factors influencing GHRM’s effectiveness. These insights help organizations balance sustainability goals with employee-centric approaches, offering actionable strategies to benchmark practices and gain a competitive edge in fostering both environmental responsibility and employee well-being. For policy makers, the findings suggest that promoting GHRM frameworks in logistic industries, particularly in the vulnerable developing countries not only advances environmental goals but also improves employees’ well-being.
subject: Articles
  topic: section
subject: Green HRM, job satisfaction, ethical leadership style, organizational pride, psychological empowerment, social exchange theory, logistic industry, Pakistan.
  topic: keywords
creator: Ifzal Ahmad
creator: Mohammad Gamal Aboelmaged
creator: Mehfooz Ullah
rights: Copyright (c) 2026 Pakistan Journal of Commerce and Social Sciences (ISSN 1997-8553)
date: 2026-03-31
publication date: 2026-03-31
starting page: 01
ending page: 33
doi: 10.64534/Commer.2026.666

The Load Capacity Curve Hypothesis: Natural Resource Rent, Financial Inclusion, and the Pathways to Global Environmental Sustainability
type: item
description: The load capacity factor (LCF) hypothesis extends the environmental Kuznets curve (EKC) framework by incorporating both the demand and supply sides of natural resources. This study investigates the LCF hypothesis and the environmental impacts of the natural resources, financial inclusion, population density, and energy consumption on LCF globally and across income groups. The Driscoll-Kraay standard error approach is employed on the panel data from 1995 to 2021. For robustness analysis, the system GMM estimation approach is also utilized. The results reveal the validity of the LCF hypothesis. Natural resource rent negatively affects LCF across all panels except the low-income group, where an insignificant relationship is observed. Financial inclusion reveals mixed findings; it improves LCF in high-income and high-middle-income economies whereas reducing LCF in low-middle-income economies. Comparatively, financial inclusion measures reflect mixed effects. An increase in domestic credit and bank branches leads to environmental degradation by reducing LCF across all panels. The proliferation of ATMs tends to improve LCF in global, high-income, and upper-middle-income economies, whereas diminishing it in low-middle-income and low-income economies. This research suggests the importance of developing an inclusive financial system, along with adopting cleaner energy technologies to improve the load capacity of the planet.
subject: Articles
  topic: section
subject: Energy consumption, natural resource rent, financial inclusion, load capacity factor.
  topic: keywords
creator: Maryum Bashir
creator: Muhammad Tariq Majeed
creator: Samina Ali
creator: Ayesha Rehman
rights: Copyright (c) 2025 Pakistan Journal of Commerce and Social Sciences (ISSN 1997-8553)
date: 2025-12-31
publication date: 2025-12-31
starting page: 769
ending page: 802
doi: 10.64534/Commer.2025.665

Do Institutional Investors Mitigate Costly Restructuring? Dynamic Evidence from the Globe
type: item
description: This research aims to comprehensively examine the impacts of various levels of the life cycle stages of firms (LCSF) on restructuring charges and to investigate the impact of institutional ownership on the correlation between LCSF and restructuring charges. This study employs panel data that is run using a two-step system GMM. The dataset covers the years 2000 to 2023 and consists of 7,570 observations of firm-year of non-utility and non-financial companies. The results show that the charges of restructuring have the propensity to rise (or fall) as a firm moves to either growth or maturity (or introduction or decline) stage. Also, under institutional ownership, a firm changing to growth or maturity (or introduction or decline) stage leads to a significant increase (or minor decrease) in restructuring charges. The information on the correlation between LCSF and restructuring charges will assist the investors in forecasting the alterations in the restructuring costs as firms cross the various stages of their life cycles. Moreover, the effects of institutional ownership on this relationship will be useful in informing investors on how to best invest in stocks. To the best of our knowledge, no previous study has investigated the effects of LCSF on restructuring charges and the moderating effect of institutional ownership in the relationship. This research paper is aimed at filling this gap and offering new information.
subject: Articles
  topic: section
subject: Restructuring charges, firm life cycle stages, institutional ownership, large firms, and small firms
  topic: keywords
creator: Muhammad Ashraf
creator: Mubashar Ali
creator: Ahmad Ghazali
creator: Mubashar Tanveer
rights: Copyright (c) 2025 Pakistan Journal of Commerce and Social Sciences (ISSN 1997-8553)
date: 2025-12-31
publication date: 2025-12-31
starting page: 740
ending page: 768
doi: 10.64534/Commer.2025.664

Building Customer Citizenship Behavior through Corporate Social Responsibility, Perceived Value, and Perceived Service Quality: The Mediating Effect of Corporate Reputation
type: item
description: This paper focuses on examining the effect of corporate social responsibility (CSR), perceived value, and perceived service quality on corporate reputation and customer citizenship behavior (CCB) in the airline industry. It further aimed to verify the mediating effect of corporate reputation among the aforementioned variables. This study adopted a quantitative research approach and a convenience sampling technique for data collection. Specifically, required data were collected through an online survey from 346 Airline passengers in the UAE. After data collection, partial least square structural equation modeling through SmartPLS 4 was used for analyzing the data. The findings showed that corporate reputation positively affects CCB. The analysis further revealed that CSR, perceived service quality and perceived value have positive effects on also corporate reputation as well as CCB. Finally, it was verified that corporate reputation mediates the link among the stated factors and customer citizenship behavior. These results enrich our knowledge about the factors that affect CCB in the airline industry. In addition, taking-into account the small number of studies that have been conducted previously about this topic in the Arab region, this article adds to the prevalent literature by investigating the influence of the selected factors on corporate reputation and customer citizenship behavior with empirical insights from the UAE.
subject: Articles
  topic: section
subject: Corporate social responsibility, perceived service quality, perceived value, corporate reputation, customer citizenship behavior, airline industry.
  topic: keywords
creator: Jalal Rajeh Hanaysha
creator: Abdallatif Abuowda
rights: Copyright (c) 2025 Pakistan Journal of Commerce and Social Sciences (ISSN 1997-8553)
date: 2025-12-31
publication date: 2025-12-31
starting page: 714
ending page: 739
doi: 10.64534/Commer.2025.663

The Impact of Netflix’s AI Powered Recommendation System on Consumers’ Behavioral Intentions
type: item
description: Current studies primarily focus on the recommender systems (RSs) through the algorithmic accuracy, and which insufficient to fully measure accurately the practical effectiveness of the RSs and understand user experience. There is an urge examine the dynamic interactions on the critical user context of "beyond accuracy" features such as diversity, novelty, and serendipity to understand RS’s value creation mechanism holistically. The aim of the study is to explore the multidimensional effects of key features (Stimuli) of artificial intelligence (AI)-RSs on consumer behavior (Response) based on the Stimulus-Organism-Response (S-O-R) theoretical framework which is a gap in the literature. The study was modeled four key features of RSs (accuracy, diversity, novelty, serendipity) as stimuli, user engagement, satisfaction, and perceived risk as organism (mediating constructs), and behavioral intentions as the response. Data was collected from 437 participants, and analyses were conducted using the covariance-based structural equation modeling (CB-SEM) by AMOS 24.0 and SPSS 25.0 statistical programs. The findings explains that the empirical assumptions of the S-O-R model were met to a high degree, successfully explaining 61% of the variance in behavioral intentions. Specifically, satisfaction and engagement have strongest positive effects on behavioral intentions. The findings suggest that the effectiveness of AI-RSs should no longer be evaluated solely through algorithmic accuracy, but rather through the dynamics of user-centered value creation (satisfaction, engagement, and risk management). Furthermore, serendipity have the strongest direct effect on engagement, highlighting the importance of “beyond-accuracy objectives” that trigger curiosity. Accuracy and diversity significantly and negatively reduce risk, demonstrating a critical role in increasing system trustworthiness. Contrary to the accuracy-diversity trade-off problem, a strong positive relationship exists betwe…
subject: Articles
  topic: section
subject: AI-Powered Recommendation Systems, Accuracy, Novelty, Diversity, Serendipity, Engagement, Satisfaction, Perceived Risk, Netflix viewers, Türkiye.
  topic: keywords
creator: Mehmet Etlioglu
rights: Copyright (c) 2025 Pakistan Journal of Commerce and Social Sciences (ISSN 1997-8553)
date: 2025-12-31
publication date: 2025-12-31
starting page: 673
ending page: 713
doi: 10.64534/Commer.2025.662

Estimation of Parameters of the Beta-Extreme Value Distribution
type: item
description: In this research paper The Beta Extreme Value Type (III) distribution which is developed by Zafar and Aleem (2007) is considered and parameters are estimated by using moments of the Beta-Extreme Value (Type III) Distribution when the parameters ‘m’ & ‘n’ are real and moments of the Beta-Extreme Value (Type III) Distribution when the parameters ‘m’ & ‘n’ are integers and then a Comparison between rth moments about origin when parameters are ‘m’ & ‘n’ are real and when parameters are ‘m’ & ‘n’ are integers. At the end second method, method of Maximum Likelihood is used to estimate the unknown parameters of the Beta Extreme Value Type (III) distribution.
subject: Articles
  topic: section
subject: Estimation of Parameters of the Beta-Extreme Value Distribution
  topic: keywords
creator: Zafar Iqbal
creator: Dr. M Aleem
rights: Copyright (c) 2008 Pakistan Journal of Commerce and Social Sciences (ISSN 1997-8553)
date: 2008-03-31
publication date: 2008-03-31
starting page: 105
ending page: 117

Burnout in Customer Service Representatives
type: item
description: The purpose and aim of this research was to (1) identify the factors that contributes towards job burnout in sales service representative (2) What are the relationships of these factors (3) To empirically test the relationships of the determinants relating to burnout in customer service representatives. Based on literature survey six different variables related to burnout were identified. The variables were (1) Emotional exhaustion.(2) Reduced personal accomplishment.(3) Job induced tension.(4) Job satisfaction.(5) Workload (6) Job satisfaction. Each of the variables contained 3 sub-variables. Five different hypotheses were developed and tested through techniques such as Z-test, F-test and regression analysis. The questionnaire administered for the study contained 15 questions including personal data. The subject was Moblink company customers sales service representative in Karachi.The valid sample size was 98 drawn through multi-cluster technique. Techniques such as measure of dispersion and measure of central tendencies were used for analyzing the data. Regression, Z-test, and F-test were used for testing the developed hypothesis. According to the respondents’ opinions, the reduced personal accomplishment had a high rating with a mean of 3.75 and job induced tension has the lowest mean of 3.58. The standard deviation of respondents’ opinions was highest for dimension depersonalization and least for dimension work load. This indicates that there is a high polarization of the respondents’ opinions on the dimension depersonalization moral and least on the dimension work load. The Skew nesses for all the dimensions were in negative except the determinants emotional exhaustion and workload. This indicates that the majority of respondents’ opinions on all the dimensions were below the mean except in the case of emotional exhaustion and workload. Five hypotheses were developed and tested: a) The hypothesis relating to low level of burnout in customers service representat…
subject: Articles
  topic: section
subject: Burnout in Customer Service Representatives
  topic: keywords
creator: Tariq Jalees
creator: Javed Zeeshan
rights: Copyright (c) 2008 Pakistan Journal of Commerce and Social Sciences (ISSN 1997-8553)
date: 2008-03-31
publication date: 2008-03-31
starting page: 92
ending page: 104

Education, Underemployment, and Job Satisfaction
type: item
description: Education is an effective vehicle for producing the required skills to maintain economic growth. The benefits of education range from human to economic, social and cultural. In Pakistan, there is significant rise in the average level of education, but over time, more and more workers incapable to use their educational background on the job. Supply of labor may have outstripped the demand of labor in some professions, and high qualified peoples taking job on low positions. Such underemployment/overeducation has not been fully explored in Pakistan. The theme of paper is “underemployment symbolizes an inefficient usage of human resources and lost output for society”. The research is based on case study on clerical workers of SNGPL. By comparing their educational backgrounds with their nature of job, this paper examines the impact of overeducation on job satisfaction. Our results show that underemployment/overeducation is correlated with higher level of job dissatisfaction, reduced job involvement, impaired co-worker relationship, and more emphasis on future aspirations.
subject: Articles
  topic: section
subject: Sui Northern Gas Pipeline Limited (SNGPL), Job satisfaction, Underemployment, overeducated clerical workers.
  topic: keywords
creator: Shujaat Farooq
creator: Usman Ahmed
creator: Rehmat Ali
rights: Copyright (c) 2008 Pakistan Journal of Commerce and Social Sciences (ISSN 1997-8553)
date: 2008-03-31
publication date: 2008-03-31
starting page: 83
ending page: 91

Growth and Efficiency of Small Scale Industry and its Impact on Economic Development of Sindh
type: item
description: The purpose of this study is to analyze the growth, efficiency, causes of sickness of small scale industry, emergence of entrepreneur and competencies of entrepreneurs at Larkana estate area of Sindh Province. The study examines the educational background of the entrepreneurs of small scale industry who are the helm of affairs and its impact on the growth of sales of the every year. Strong evidence emerges that owners of small industrial units are family concern and having a low educational background, lack of managerial knowledge and conservation-oriented attitude results in under utilization of capacity and low growth of units established every year. This research paper provides a survey of the theoretical and empirical literature relating to promote the small scale industry in the Larkana region. This study indicates effective policy measures to promote the small scale industry particularly in Larkana region and generally in Pakistan.
subject: Articles
  topic: section
subject: Small scale industry, Skilled entrepreneurs, Sindh, Larkana.
  topic: keywords
creator: Mumtaz Ali Junejo
creator: Dr. Muhammad Nawz Chand
rights: Copyright (c) 2008 Pakistan Journal of Commerce and Social Sciences (ISSN 1997-8553)
date: 2008-03-31
publication date: 2008-03-31
starting page: 56
ending page: 82

Dynamic Supply Response Analysis of Pakistani Rice Growers
type: item
description: Alternative specifications of model of supply response of Pakistani rice growers and their economic implications are considered in terms of the existences and nature of production lags, and the choice between expected price and gross returns as the preferred explanatory of producer's response to changing economic condition. The analysis indicates that there are lags which are due primarily to the difficulties and cost of rapid adjustment rather than to the time required to revise expectations. The statistical results were similar for the alternative specification of gross margins and prices as the economic decision available. However, the price elasticities derived using the gross margins specification were about a third of those using the prices specification. The gross margin specification yielded additional information in the form of yield and input cost elasticities.
subject: Articles
  topic: section
subject: Supply response analysis, Rice growers, Pakistan.
  topic: keywords
creator: Faiz .Muhammad Shaikh
creator: Dr.Madad Ali Shah
rights: Copyright (c) 2008 Pakistan Journal of Commerce and Social Sciences (ISSN 1997-8553)
date: 2008-03-31
publication date: 2008-03-31
starting page: 48
ending page: 55

Problems and Challenges in Human Resource Management: A Case of Large Organization in Pakistan
type: item
description: This paper critically analyzes the work culture for a mainstream financial organization operating within Pakistan, while drawing a specific example to elucidate certain dilemmas that impede the potential growth for the financial sector and its constituent workforce, besides hampering the performance of the organizations. The case study is related to an organization in financial sector which conducts a Management Trainee Program with the purpose to select, train and develop a high-potential pool of talent into future leaders and fore-runners of the organization. This paper critically analyzes several inherent problems that face the successful implementation of the trainee program under the frameworks of various theories of organizational management. To solve these problems, this article presents a detailed diagnosis of the management shortcomings to improve the firm‟s corporate culture, work ethics and employee handling strategy and mechanism. Recommendations are also made to minimize the problems and maximize the success of the Management Trainee Program in the case study organization.
subject: Articles
  topic: section
subject: Human resource management, management trainee program, problems, challenges, motivation.
  topic: keywords
creator: Ali Irshad
creator: SHAMAS-UR-REHMAN TOOR
rights: Copyright (c) 2008 Pakistan Journal of Commerce and Social Sciences (ISSN 1997-8553)
date: 2008-03-31
publication date: 2008-03-31
starting page: 37
ending page: 47

Working Capital Approaches and Firm’s Returns in Pakistan
type: item
description: This study investigates the relationship between the aggressive/conservative working capital policies for seventeen industrial groups of public limited companies listed at Karachi Stock Exchange for a period of 1998-2003. The ordinary least square regression model has been used to investigate into the relationship of working capital approaches and the returns of firms. The study found significant differences among their working capital investment and financing policies across different industries. Moreover, these significant differences are remarkably stable over the period of six years. The aggressive investment working capital policies are accompanied by aggressive working capital financing policies. Finally, we found a negative relationship between the profitability measures of firms and degree of aggressiveness of working capital investment and financing policies. The study would contribute a better understanding of working capital management policies in an emerging market like Pakistan.
subject: Articles
  topic: section
subject: Working capital, Aggressive working capital policy, Aggressive financing policy.
  topic: keywords
creator: Dr. Talat Afza
creator: Mian Sajid Nazir
rights: Copyright (c) 2008 Pakistan Journal of Commerce and Social Sciences (ISSN 1997-8553)
date: 2008-03-31
publication date: 2008-03-31
starting page: 25
ending page: 36

Determinants of Corporate Philanthropy in Pakistan
type: item
description: The importance of corporate philanthropy and its related philosophy of corporate social responsibility have captured the attention of researchers and humanitarian groups in WTO era. Corporate donations have been considered as a critical tool to improve corporate image in a highly competitive environment. This paper explores the determinants of corporate donations based on LSE-25 index companies over the five year period 2002-06. Multiple regression techniques have been used for gauging the determinants of corporate philanthropy after collecting data from audited financial reports of companies. The study is a pioneering attempt in measuring the determinants of philanthropy in corporate sector of Pakistan.
subject: Articles
  topic: section
subject: corporate philanthropy, charitable contributions, LSE-25, corporate donations.
  topic: keywords
creator: Muhammad Abdul Majid Makki
creator: Dr. Suleman Aziz Lodhi
rights: Copyright (c) 2008 Pakistan Journal of Commerce and Social Sciences (ISSN 1997-8553)
date: 2008-03-31
publication date: 2008-03-31
starting page: 17
ending page: 24

Analysis of Trade Before and After the WTO: A Case Study of South Asia
type: item
description: Trade stimulates economic growth as well as create employment. The basic principles (of the WTO) make the system economically more efficient and cut the production and marketing costs. It gives consumers more choice, and a broader range of qualities to choose from. These are the basic benefits of world trading given by the WTO (WTO 2003). A number of studies have explained implications of the WTO with reference to developed and developing countries. How much trade has been increased by nations after the implementation of the WTO remained an ambiguous estimation. The increase in trade can result into benefits of the WTO. Generally, it is taken that developing economies have taken lesser tranche of the global trading. By applying the before-after approach we have tried to estimate that how much trade is increased in South Asian counties. How much the agriculture and industrial sectors were contributing in boosting the trade of the nations before the WTO and how it is doing after the WTO. It concluded that trade of the South Asian nations has not been increased up to the expectations that results in to low gaining of benefits from world trade.
subject: Articles
  topic: section
subject: Exports, Imports, International Trade, South Asia, WTO, Agriculture, Industry.
  topic: keywords
creator: Rana Ejaz Ali Khan
creator: Muhammad Ijaz Latif
rights: Copyright (c) 2009 Pakistan Journal of Commerce and Social Sciences (ISSN 1997-8553)
date: 2009-03-31
publication date: 2009-03-31
starting page: 53
ending page: 67

Reliability and Quantile Analysis of Pareto Distribution
type: item
description: This paper presents the reliability and Quantile analysis of the Pareto distribution. The main interests are in the relationship between and various percentiles lives that describe the spread of the values in a set of data. Here these quantiles models are presented graphically and mathematically.
subject: Articles
  topic: section
subject: Pareto distribution, Quantile analysis, percentile life
  topic: keywords
creator: M. Shuaib Khan
creator: M. Aleem
creator: Zafar Iqbal
creator: A.T. Pasha
rights: Copyright (c) 2009 Pakistan Journal of Commerce and Social Sciences (ISSN 1997-8553)
date: 2009-03-31
publication date: 2009-03-31
starting page: 44
ending page: 52

Faith and Reason: A Synthesis in Pakistani Society
type: item
description: The basic objectives of this paper are to build a general level of understanding towards the need for synthesizing and harmonizing religious, scientific and philosophical thoughts as they are developed and practiced in Pakistan or in other words, bringing the Islamic and western incliners close to each other and also in outlining some practical methodological ways through which this process of integration can be put on track leading towards a forward looking and modern Pakistani society while retaining its core and basic fabric of faith and religion. The paper has three sections, the first section highlights the needs and reasons for synthesis in relation to various segments of our society and also point out the potential adverse consequences of not undertaking and building an integrative view. The second section suggests some ways, measures and methods of achieving the above mentioned thought of integration across the society and focuses on some of the collective and institutional level endeavors and commitments required to actualize this integration. The third section of this paper issues some warnings regarding the process of integration and its possible undesirable repercussions on the society, in light of some of the earlier such attempts. The research draws some practical steps which need to be undertaken in the Pakistani society for creating a synthesis between Faith and Reason.
subject: Articles
  topic: section
subject: philosophical thoughts,
  topic: keywords
creator: Naveed Yazdani
rights: Copyright (c) 2009 Pakistan Journal of Commerce and Social Sciences (ISSN 1997-8553)
date: 2009-03-31
publication date: 2009-03-31
starting page: 33
ending page: 43

Banking Crisis: Empirical Evidence of Iranian Bankers
type: item
description: It is generally understood that well functioning banks and financial institutions help promote economic growth. That’s why Iranian government is trying to play active role to promote economic growth through well established banking and financial system. This survey shows that after interference of Iranian government in banking sector the going concern of Iranian banks became sustainable. However, the interference raises higher level of inflation in Iranian economy.
subject: Articles
  topic: section
subject: Bank crisis, Survival, Inflation, and Iran.
  topic: keywords
creator: Mahdi Salehi
creator: Ali Mansouri
creator: Reza Pirayesh
rights: Copyright (c) 2009 Pakistan Journal of Commerce and Social Sciences (ISSN 1997-8553)
date: 2009-03-31
publication date: 2009-03-31
starting page: 25
ending page: 32

Application of Endogenous Growth Model to the Economy of Pakistan: A Cointegration Approach
type: item
description: During the last few decades, governments of developing countries have increasingly viewed foreign direct investment (FDIs) as a catalyst for economic growth. This study investigates the impact of FDI on economic growth of Pakistan by using Endogenous Growth Model. Out of a number of variables affecting economic growth, few have been taken into our model e.g. Foreign Direct Investment (FDI), Domestic Savings, Employed Labour Force, Capital Formation, Human Capital Index and Balance of Trade. The study examines the causality among economic Growth and all variables mentioned above over the period 1972-2005 using Johansen‟s maximum likelihood co-integration test and multivariate Granger causality test developed by Yamamoto and Toda (1995). The results of Granger causality indicated that in the short run, economic growth is caused by FDIs, domestic savings, human capital index, employed labour force and balance of trade.
subject: Articles
  topic: section
subject: Foreign Direct Investment, Economic Growth, Causality, Human Capital Index.
  topic: keywords
creator: Haider Mahmood
creator: Amatul R. Chaudhary
rights: Copyright (c) 2009 Pakistan Journal of Commerce and Social Sciences (ISSN 1997-8553)
date: 2009-03-31
publication date: 2009-03-31
starting page: 16
ending page: 24

Empirically Testing the Mediating Effect of Distributive Justice in the Relationship between Adequacy of Benefits and Personal Outcomes
type: item
description: This study was conducted to examine the effect of adequacy of benefits and distributive justice on personal outcomes (i.e., job satisfaction and organizational commitment) using 583 usable questionnaires gathered from Malaysian public institutions of higher learning (PLEARNINGINSTITUTE sector). The outcomes of step-wise regression analysis showed that the inclusion of distributive justice in the analysis has increased the effect of adequacy of benefits on both job satisfaction and organizational commitment. Furthermore, the findings of this study confirm that distributive justice do act as a partial mediating variable in the benefits program models of the organizational sector sample. In addition, implications and limitations, as well as directions for future research are discussed.
subject: Articles
  topic: section
subject: Adequacy of Benefits, Distributive Justice, Personal Outcomes.
  topic: keywords
creator: Azman Ismail
creator: Antonia Girardi
creator: Ali Boerhannoeddin
rights: Copyright (c) 2009 Pakistan Journal of Commerce and Social Sciences (ISSN 1997-8553)
date: 2009-03-31
publication date: 2009-03-31
starting page: 01
ending page: 15

Evaluation of Shortest Paths in Road Network
type: item
description: Optimization is a key factor in almost all the topics of operations research / management science and economics. The road networks can be optimized within different constraints like time, distance, cost and traffic running on the roads. This study is based on optimization of real road network by means of distances. Two main objectives are pursued in this research: 1) road distances among different routes are composed in detail; 2) two standard algorithms (Dijkstra and Floyd-Warshall algoritms) are applied to optimize/minimize these distances for both single-source and all-pairs shortest path problems.
subject: Articles
  topic: section
subject: Shortest Path, Dijkstra Algorithm, Floyd-Warshall Algorithm, Road Networks
  topic: keywords
creator: Farrukh Shehzad
creator: Muhammad Akbar Ali Shah
rights: Copyright (c) 2009 Pakistan Journal of Commerce and Social Sciences (ISSN 1997-8553)
date: 2009-03-31
publication date: 2009-03-31
starting page: 67
ending page: 79

Comparing Standards of Business Ethics in USA, China, Jamaica and Pakistan
type: item
description: As the business organizations are expanding at a rapid pace, so is the circulation of human resources the world over. Managers and workers are required to work in different socio economic environments which, at times, may not be similar to those of their home countries. It is imperative therefore for business organizations and individuals to acquire in depth knowledge about the culture and business ethics prevailing in the country of interest. A number of scholars have undertaken research studies to compare the standards of Business Ethics of different countries but such a research on “the Standards of Business Ethics” has been carried out for the first time in Pakistan. Interestingly, either such studies have been carried out in developed countries like Europe, America and Far East or the researchers have been from these countries. The conduct of such a study in Pakistan by a Pakistani would be the first of its nature. Some of the internationally accepted norms have been used as scenarios and respondents have been asked to indicate possibility of their reaction to take action. They have also been asked to give rationale of their decision. An effort has been made in this study, to compare the standards of business ethics of Pakistani business professionals with those of other countries of the world. This would help adjudge differences and similarities of well-established universal norms and ethics prevailing in the world business community. It is expected that this and more such studies would help researchers and business professionals develop good and desirable business practices in Pakistan.Comparing and enhancing awareness about standards of business ethics in Pakistan is the main objective of this research. It is expected that this humble effort would encourage many more researchers to dive deep into the ocean of business ethics.
subject: Articles
  topic: section
subject: Business Ethics, Ethical Standards, Social Ethics, Morality in Business, Business Norms
  topic: keywords
creator: Abdul Ghani Tabish
rights: Copyright (c) 2009 Pakistan Journal of Commerce and Social Sciences (ISSN 1997-8553)
date: 2009-03-31
publication date: 2009-03-31
starting page: 49
ending page: 66