Department of Management Science
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Item Comparison between the influence of social media influencers and showbiz celebrity endorser on purchase Intention for cosmetics products, evidence from Gen Z(Library Information Services, COMSATS University Islamabad, Lahore Campus, 2025) Shahrukh Ali Khan; CIIT/SP24-RBA-014/LHR; Dr. Tahira Umair; LHR TP 10093Preferences of modern consumers have been overwhelmingly influenced by digital environment. Nowadays, social media interactions, online endorsements, and exposure to public figures shape preferences and decision making. Endorsements from social media influencers (SMIs) and celebrity endorsers have become dominant tools for cosmetics brands seeking to expand market share and reach new customers. However, despite extensive use of these promotional strategies, little empirical studies have investigated their comparative influence in cosmetics industry. This study is focused over fulfilling this gap in previous research by investigating comparative influence of both endorsement strategies over the purchase intention of Gen Z in cosmetics industry. For this purpose, quantitative research was conducted with scales adapted from previous valid studies. 200 valid responses were collected, which were then analyzed using SPSS. This process incorporated descriptive analysis, reliability check and hypothesis testing. This research framework examined comparative influence of two independent variables, influencers marketing and celebrity endorsements, on purchase intention of Gen Z cosmetics consumers. Analysis indicated that endorsement by celebrity exhibits stronger and more significant impact over purchase intention of Gen Z consumers. Although influence of social media influencers was found to be comparatively weaker than celebrity endorsement, it still remained significant. These insights hold considerable implications for marketers, brand strategists and advertisers for collaborating with endorsers having perfect match for their requirements. Findings of study indicated that brands seeking to enhance purchase intention should adopt hybrid endorsement strategy to get comprehensive outcomes. Furthermore, this study offers an empirical foundation by contributing to existing academic literature for future research. Overall, this study demonstrates practical insights into comparative influence of social media influencers and celebrity endorsements, for all stakeholders related to cosmetics industry, academically and managerially.Item The Impact of Green Marketing on Organization Sustainable Performance; A Study on Textile Industry of Pakistan(Library Information Services, COMSATS University Islamabad, Lahore Campus, 2025) Muhammad Wasiq Amin; CIIT/SP24-RBA-008/LHR; Dr. Aqsa Akbar; LHR TP 10090The issue of sustainability is now a critical need among the environmentally intensive sectors particularly the textile sector which is associated to high consumption of resources and destruction of environment. This study aims to investigates the influence of green marketing on the organization sustainable within the textile industry in Pakistan. The concept of green marketing is a multi-layered concept. It consist of green strategy, internal green marketing, green products, and green marketing communication using theories such as the Triple Bottom Line, the Resource- Based View, and the Stakeholder Theory and evaluate its implications on economic, environmental, and social performance. This study takes a quantitative research design with primary data being collected in the form of structured questionnaires completed by the managers and officials of textile firms in the country. Analytics of the data were performed through the Partial Least Squares Structural Equation Modeling (PLS -SEM), which provided the opportunity to simultaneously check the measurement reliability, validity, and structural relationships between variables. These findings indicate that green marketing does not always achieve the goal of enhancing organizational sustainability; rather it has selective effects. This study discovered that green marketing strategy and green marketing communication are very useful in enhancing environmental performance, whereas its impact on economic and social dimensions is not statistically significant in the short-term. These results show that the effects of green initiatives on environmental results are quicker in highly regulated, export-based industries, which are also in consistency with the theory of sustainability and the viewpoint of strategic management. This study points to the emphasis on integrating sustainability in the strategic planning process, as well as explaining the environmental initiatives in a transparent manner to attain tangible environmental benefits. This is why a long-term orientation of green marketing of textile companies is important: once the organization integrates more, it is possible to open the door to economic and social advantages in the long run, as well as to environmental progress.Item Impact of Declining Interest Rates on Sales Performance in Pakistan’s Automobile (Assemblers, Parts & Accessories) and Textile (Weaving) Sectors(Library Information Services, COMSATS University Islamabad, Lahore Campus, 2025) SHAHZAIB TAHIR; CIIT/FA24-RBA-015/LHR; Dr. Sadaf Ehsan; LHR TP 10105This project analyzes the performance of Pakistan’s automobile assemblers, auto-parts and textile weaving firms over a five year period (2020-2024) in relation to significant changes in interest rates. Utilizing secondary data from publicly listed companies, PAMA, APTMA, and the SBP, the study assesses sales trends sector comparisons, and the impact of monetary tightening. The findings indicate that automobile assemblers are the most affected sector by increasing interest rates due to their substantial dependence on bank financing and CKD imports, resulting in significant declines in sales. Auto parts manufacturers exhibited moderate resilience, buoyed by consistent demand in the aftermarket. The textile weaving sector proved to be the most stable, driven by export orders, currency advantages, and access to refinancing schemes, despite facing higher energy costs. The project concluded that interest rates impact industries unevenly, emphasizing the need for sector specific strategies such as enhanced localization, financing support, export diversification, and reliable monetary policy to bolster industrial performance and ensure long-term economic stability.Item Order Delays Caused by Late Yarn Deliveries: A Supply Chain & Inventory Management Study at Kohinoor Mills Ltd(Library Information Services, COMSATS University Islamabad, Lahore Campus, 2025) Ali Raza; CIIT/FA23-RBA-004-LHR; Dr. Naima Khurshid; LHR TP 10086The title of the case study is Order Delays due to Late Yarn Deliveries: A Supply Chain and Inventory Management Study at Kohinoor Mills Ltd. and is a thorough research into the long-running issue of order delays caused by the late delivery of a raw material (yarn), that continuously affects production and puts the company at the risk of losing customer confidence. The particular research study was to determine the complex internal and external factors that are leading to all these delays, determine the efficacy of existing planning and inventory management techniques and determine the drastic strategic effects of long-term operational failures. The proposed research used a qualitative and single-case study design, as it was selected to elicit the human, procedural, and systemic variables and elements that cannot be produced through quantitative data alone. The primary data was also collected in the form of semi-structured interviews with the ten most important managers and officers who work in the Production Planning (PPC), Yarn Procurement, Yarn Godown, Sales and Quality Control (QC). The insights were gathered and then subjected to Thematic Analysis that was able to identify 20 distinct themes (root causes of operational delays) and developed a detailed diagnostic framework that is specific to this environment.Item THE IMPACT OF ACQUISITION ON SHAREHOLDER WEALTH CASE STUDY OF ROYAL BANK OF SCOTLAND PAKISTAN AND FAYSAL BANK LIMITED(Library Information Services, COMSATS University Islamabad, Lahore Campus, 2025) Rabiya Asim; CIIT/SP24-RBA-010-LHR; Dr. Samya Tahir; LHR TP 10091This project discussed the long term financial impact of the acquisition of Pakistan operations of the Royal Bank of Scotland into the Faysal Bank Limited in 2010. The project will seek to establish whether or not the acquisition has enhanced the shareholder wealth by using four typically utilized measures of financial performance, which are, Earnings per Share (EPS), Market Value per Share (MVPS), Return on Equity (ROE) and Price-to-Earnings (P/E) Ratio. It entails ex-post facto research design, which is quantitative and, it is founded on nine years of pre-acquisition content (2002-2010) and nine years of post-acquisition (2011-2019), all of which were collected with the usage of audited financial statements. Descriptive statistics show that all the four indicators declined after the acquisition. However, the Shapiro-Wilk based normality test indicated that the data were normally distributed and paired sample t-test could be used. The results indicate that EPS (p = 0.153) and P/E Ratio (p = 0.095) did not change significantly to mean that the acquisition had not produced a significant change on the earnings performance and investor sentiments. MVPS (p = 0.034) and ROE (p = 0.046) on the other hand dropped significantly and signaled the effect of the acquisition proving to be against the market value and profitability of the bank. The outcomes indicate that the acquisition failed to generate the long term value to the shareholders, and might have translated to financial burden due to the challenges to integrate the acquired company and its restructuring costs. The conclusion of the study is that the acquisition of RBS Pakistan did not help in raise the shareholder wealth of Faysal Bank, and in general, negatively influenced the crucial financial indicators. There have been recommendations to intensify the process of integrating upon acquisition, increase the cost, interaction with the investors, audit synergy, and reassessment on the future growth plans. The restraints provide the use of secondary data and financial- indicators, which excludes the opportunities of the future work that should be oriented to the qualitative variables, comparative bank researches, and event-studies.Item Determinants of Financial Performance in the Pakistani Commercial Banking Sector: A Panel Data Analysis of Bank-Specific & Macroeconomic Factors(Library Information Services, COMSATS University Islamabad, Lahore Campus, 2025) Syed Faizan Ul Hassan; CIIT/SP24-RBA-016-LHR; Imran-ur-Rehman; LHR TP 10094The profitability of commercial banks is important in the financial stability and could contribute to the economic growth, especially in emerging economies like Pakistan. This research paper focuses on the determinants of bank profitability in Pakistani commercial banking industry whereby the effects of both internal factors within the bank as well as the effects of the chosen macroeconomic variables are analyzed. The proposed research paper applies the method of a quantitative research design based on the approach of a balanced panel on the sample of the top seven commercial banks in the United Arab Emirates, namely, the United Bank Limited, Muslim Commercial Bank, Askari Bank, Faysal Bank, Bank of Punjab, and Meezan Bank over the years (2018-24). Return on Assets (ROA) and Return on Equity (ROE) are used to measure the profitability of banks. The independent variables are credit risk, operational efficiency, capital adequacy, bank size, GDP growth and inflation. The panel data regression methods are used to gauge the correlations among the variables. The empirical results respond that operational efficiency is the most influential factor that has a strong negative influence on both ROA and ROE. The impact of credit risk on profitability is negative, which is statistically significant and larger on ROE, indicating its negative influence on profits of shareholders. Capital adequacy has a negative relationship with ROE implying that increasing the capital base could dilute equity returns even though capital base increases financial stability. Bank size has a positive impact on the ROE, which shows that bigger banks have scale benefits. Conversely, the statistically significant implication of GDP growth and inflation on bank profitability over the course of the study is not found. In general, the paper finds that internal bank specific variables are more decisive to the profitability than the macroeconomic factors. The research findings are useful to both the bank management and regulators especially the State Bank of Pakistan in the development of policies that will help improve efficiency, improve risk management.Item Multifunctionality (Moisture wicking, long-term antibacterial coverage, and efficient UV blocking) In New product development by Kohinoor Mills Limited in Apparel Sector(Library Information Services, COMSATS University Islamabad, Lahore Campus, 2025) Mohammad Yousaf; CUI/FA24-RBA-034/LHR; Prof. Muhammad Bilal Javed; LHR TP 10108This study examines the impact of multi-functionality of newly developed apparel product on customers in the textile market of Pakistan. Quantitative method is used in this study and data was collected from individuals through a structured questionnaire. 81 responses were collected from consumers in Pakistan. For testing the sample, we used simple analysis, for a key 5-point Likert scale question. This sample consisted from student to working employees who wear formal shirts and often faces sweating in heating conditions. The results of this study reveal a highly positive consumer perception, where 80% of responses on the primary quality indicator were favorable. This finding suggests a strong and significantly positive perception of product quality, indicating that core product attributes are effectively meeting consumer expectations in the current market.Item THE ROLE OF ISLAMIC MICROFINANCE IN WOMEN EMPOWERMENT AND ENTREPRENUERIAL DEVELOPMENT: A QUALITATIVE CASE STUDY ON AKHUWAT ISLAMIC MICRO FINANCE(Library Information Services, COMSATS University Islamabad, Lahore Campus, 2025) Areeba Mazhar; CUI/SP24-RBA-036/LHR; Imran-Ur-Rahman; LHR TP 10100Women empowerment has always been an important concern for developing countries. Micro finance projects in developing countries are majorly aimed at empowering women and developing them as entrepreneurs especially those countries where women have lower socio-cultural and financial backgrounds such as Pakistan. as Islamic microfinance has become more prominent loanees prefer taking interest free loans as they are shariah complaint and follow the teachings of religion, now IMF has become socially approved tool to facilitate women entrepreneurial development and women empowerment. However very little research has been done on how Islamic microfinance impacts the empowerment of women and their entrepreneurial growth using lived experiences particularly in qualitative settings. Majority of the available research focused on conventional micro finance and only few studies focused on the entrepreneurial development on women entrepreneurs. This case study research focuses on examining how Islamic micro finance subjectively empowers women and develops them as entrepreneurs based on Akhuwat Islamic Microfinance. Primary data was collected through 12 structured interview questions and data was collection from women beneficiaries of Akhuwat Islamic Microfinance who were in their loan recovery phase. Data was collected from 3 AIM branches using purposive sampling. Data was analyzed using NVivo and themes & codes were generated to conduct thematic analysis. The study showed that Islamic microfinance played a positive role in financial empowerment due to enhancement of income stability and opportunities of women to contribute more in household costs. The results related to social empowerment like confidence and household recognition was gradual and determined by family support and cultural norms. Moreover, the entrepreneurial development turned out to be one of the major ways of empowerment especially when women had control over the use of loans. This research contributes to the limited literature available on IMF in context of Pakistan and offered practical suggestions that policy makers and other microfinance institutions can implement to develop women-based, Shariah-compliant, empowerment initiatives. The research was only restricted to the Pakistani women borrowers of Akhuwat Islamic Microfinance; hence, the results cannot be wholly extrapolated to different settings. The study can be replicated in other areas or even the models of Islamic and conventional microfinance can be compared in future researchItem Impact of Working Capital Management on Profitability: Evidence from Pakistan Textile Weaving Sector(Library Information Services, COMSATS University Islamabad, Lahore Campus, 2025) SHAHZAD HUSSAIN; CIIT/SP24-RBA-027/LHR; Dr. Syed Atif Ali; LHR TP 10098Working capital management plays a vital role in determining the financial performance and sustainability of firms, particularly in manufacturing sectors where efficient utilization of short-term assets and liabilities is critical. The textile weaving sector in Pakistan, being one of the largest contributors to exports, employment, and industrial output, operates in a highly competitive and capital-intensive environment. In this context, effective working capital management becomes essential for maintaining liquidity while enhancing profitability. This study investigates the impact of working capital management on the profitability of firms operating in the Pakistani textile weaving sector. The primary objective of this research is to examine the relationship between working capital components—namely cash conversion cycle (CCC), accounts receivable period, inventory turnover period, and accounts payable period—and firm profitability. Profitability is measured using Return on Assets (ROA). The study employs a quantitative research approach using secondary data extracted from the audited annual financial statements of selected textile weaving firms listed on the Pakistan Stock Exchange (PSX). The data covers a period of multiple years to ensure robustness and reliability of results. Descriptive statistics, correlation analysis, and panel regression techniques are applied to analyse the data and test the hypotheses. The empirical findings reveal a significant relationship between working capital management and profitability. Specifically, a shorter cash conversion cycle and efficient management of receivables and inventory are found to have a positive impact on firm profitability. Conversely, excessive investment in working capital components adversely affects financial performance by increasing financing costs and reducing operational efficiency. The results of this study provide valuable insights for financial managers, policymakers, and investors within the textile sector. Efficient working capital management can enhance profitability, improve liquidity, and strengthen the overall financial health of firms. The study recommends that textile weaving firms in Pakistan adopt optimal working capital policies by minimizing receivable days, improving inventory control, and strategically managing payables without harming supplier relationships. This research contributes to the existing literature by providing sector-specific empirical evidence from Pakistan’s textile weaving industry. It also highlights the importance of balancing liquidity and profitability to ensure long-term growth and competitiveness in emerging markets.Item Interrelationship Between Basel Accords Regulations, Risk, and Banking Performance: An Empirical Analysis of Pakistan Top Three Banks(Library Information Services, COMSATS University Islamabad, Lahore Campus, 2025) Bushra Amjad; CIIT/SP24-RBA-040/LHR; Sir Imran Ur Rehman; LHR TP 10102This project analyses the Basel Accords rules, the banking risk and the financial performance in Pakistan with a particular interest of three leading commercial banks, which include Habib Bank Limited (HBL), United Bank Limited and National Bank of Pakistan (NBP). They are suitable to be compared because these banks control a major share of the banking sector in Pakistan and work under the same regulatory provisions as introduced by the State Bank of Pakistan (SBP). The overall aims of the research are to understand how Basel regulations have influenced the risk management practices, to determine the connection between risk indicators and bank performance, to compare the risk exposure and performance of HBL, UBL and NBP, and to discuss how Basel Accords have influenced the financial constancy of the banking sector in Pakistan. The proposed research design will be quantitative and comparative research design based on secondary data obtained through audited annual reports and Basel III capital and liquidity disclosures of the chosen banks in 2023 and 2024. The most important regulatory variables are the Capital Adequacy Ratio (CAR), Risk-Weighted Assets and Liquidity Coverage Ratio (LCR). Risk indicators are Non-Performing Loan (NPL) ratio, liquidity ratio and operational risk proxies and performance measures are Return on Assets, Return on Equity (ROE) and Cost-to-Income Ratio. The analysis of the empirical data shows that the three banks meet the requirements of Basel III capital and liquidity requirements, and all ratios are much higher than the minimum ratios stipulated by SBP. This proves that Basel III application has enhanced the overall resilience and solvency of banking sector in Pakistan. The analysis however indicates that there is a big difference in the effectiveness of banks in using capital and liquidity to address the risk and generate profitability. UBL has the best balance between regulatory compliance and financial performance. It captures excellent increases in capital adequacy and continues to record low credit risk and record the highest profitability amongst the three banks. HBL has a consistent performance with average exposure to risk, which is indicative of a conservative and sustainable development strategy. Conversely, NBP has extremely high capital and liquidity buffer that increase stability but negatively impact on profitability and efficiency. The other reason that NBP is prone to greater credit risk is the high rate of non-performing loans that are mainly due to the exposure to the public sector.