Browsing by Author "Ms. Sadia Umar"

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Growth of E-Wallets adoption in Pakistan
(Library Information Services, COMSATS University Islamabad, Lahore Campus, 2025) Shameen Ghaffar; CIIT/FA24-RBA-016/LHR; Ms. Sadia Umar; LHR TP 10106
This project will discuss the adoption of e-wallets in Pakistan based on secondary data 2018-2025, and the aim of the study is to determine the essential factors of the acceptance of e-wallets, and the evaluation of growth trends in the digital payment sector. The study is based on the known theoretical frameworks, such as the Technology Acceptance Model (TAM) and the digital financial inclusion theory. The reliable sources of data were the State Bank of Pakistan (SBP), Karandaaz Pakistan, Pakistan Telecommunication Authority (PTA) and industry publications. The results show that the use of e-wallets has a fast growing trend in Pakistan. The number of active wallet users grew over the small base in 2018 to approximately 60 million users by 2024 and subsequently, it enhanced to more than 68 million users in Q3 FY25. Retail transactions are currently comprised of 88-90 percent digital payment channels as a resounding change to the cash payment system. The use of financial analysis tools such as the year-on-year growth and compound annual growth rate demonstrates that the company has been able to achieve a consistent growth of over 10 percent, which indicates the high dynamics behind the adoption of digital wallets. The paper determines that there are a number of essential drivers of this development. The key determinants became perceived usefulness and ease of use, as users are progressively using e-wallets to pay, transfer and make transactions with merchants due to convenience and efficiency. SBP regulatory frameworks and cybersecurity have ensured user trust and security based on perceived security. Moreover, making smartphones and internet more accessible, creating more awareness by advertising, and incentives like waived fees and cashbacks have also been encouraging adoption. To sum up, the use of e-wallets in Pakistan is a phenomenon of conglomeration of technology, regulation, and behavior. The research offers useful lessons to the policymakers, regulators and fintech providers to enhance digital payment systems, advance financial inclusion, and ensure sustainable development in the fintech industry.
IMPACT OF ADVERTISEMENT ON CONSUMER BEHAVUOUR (UFONE)
(Library Information Services, COMSATS University Islamabad, Lahore Campus., 2020-11-20) MUHAMMAD AWAIS; CIIT/FA17-BBA-150/LHR; Ms. Sadia Umar; LHR TP 6663
The research explores and analyzes the role of advertising comics and sense of humor in advertising messages. Maintaining value creation and promoting the concept of marketing performance by any company. As a result, Companies and promoters use different and unique strategies to promote them. A product that focuses on the interests of the customer. In Pakistan advertisers and promoters use humor as an important feature excellent level of advertising fun. Organizers promote texts and conversations as well as entertainment Humor that influences the consumer s decision-making process. But advertiser mostly use comedy that neutralizes cultural assets. The research shows which humor is used in an intelligent and sensitive way Companies can be successful if they are more consistent with the nature and function of the product. One Multi-model approach using the FairClough’s (1989) 3D model in collaboration with kress and Van Leeuwen’s (1996) Visual design is used for qualitative analysis. The result of the study is humorous Used properly, it can be a great way to attract customers when they receive a product. Take away the stress of life and make the product more attractive. It also violates delicacy. It develops the campaign mostly efficient and originally contributes to the advertisement of things.
Impact of Financial Stress on Students' Academic Performance
(Library Information Services, COMSATS University Islamabad, Lahore Campus, 2025) Syeda Semab Zahra CIIT/FA23-RBA-030/LHR; Ms. Sadia Umar; LHR 9807
1 ABSTRACT This study investigates the impact of financial stress on students' academic performance in higher education institutions in Pakistan. Financial stress, defined as the emotional and psychological strain resulting from insufficient financial resources, is a prevalent issue among students, exacerbated by rising tuition costs, inadequate financial literacy, and limited support systems. Using a quantitative cross-sectional survey, data were collected from 154 university students across major urban centers in Pakistan. The study examined variables such as financial stress, financial literacy, student loans, tuition fees, employment status, and their relationship with academic performance indicators, including self-reported academic outcomes. The findings reveal a strong positive correlation between financial stress and academic performance scores (r = .715, p < .001), which may indicate that the academic performance scale captures academic difficulties rather than achievement, contrary to the hypothesized negative relationship. Financial stress explained 51.2% of the variance in academic performance (R² = .512, p < .001). No significant gender differences in financial stress were found, but male students were more likely to be employed while studying (χ²(1) = 7.084, p = .008). The study underscores the urgent need for enhanced institutional support, financial education programs, and targeted policy interventions to mitigate the adverse effects of financial stress on academic success. Recommendations include implementing financial literacy workshops, need-based scholarships, and accessible student loan systems to promote academic equity in financially constrained environments.