The main objective of this paper is to explore the business model of farmers involved in organic farming and to motivate the society for entering into organic farming business as it is environment friendly and healthy for consumers as well. The methodology used for this research was mainly interviews conducted by farmers of Punjab district of Pakistan. YouTube videos on organic farming in Pakistan were also assessed for gaining more knowledge. From the findings of interviews, a business model used by 05 farmers in production of organic products is explored which was an untapped area in previous research. The contribution of this research is that components of business model canvas used by farmers are explored, and regulatory bodies of the agriculture sector can design policies for the development of organic agriculture in Pakistan. The novelty of this research is that a business model of companies which are producing organic products is studied, however, a business model of organic farming still needs to be explored which is currently attempted. Farmers think that organic farming is a very lengthy and timeconsuming process, but they are not aware of the fact that this is the healthiest, environmentally friendly and profitable business. So, this research has covered such aspects which can motivate farmers and even entrepreneurs to enter into organic farming sustainable business to create better income earning opportunities.

The objective of this study is to examine the correlation between interpersonal conflicts at work and knowledge hiding. It also aims to determine the mediating effect of workplace well-being and the moderating impact of interactional justice. The study also explores how interpersonal conflicts at work and workplace well-being are influenced by interactional justice in Pakistan's IT industry. First, the conceptual model that links the research's main elements was theoretically grounded in pertinent literature. Second, data was obtained from 300 marketing managers of IT-based enterprises with a branch in a developing country via a structured questionnaire survey. Finally, analysis is done using SPSS software and to test the hypotheses, regression analysis is used. Findings of this study demonstrate that interpersonal conflicts at work are positively associated with knowledge hiding. Additionally, the link between interpersonal conflicts at work and well-being is influenced by interactional justice. This paper also provides marketing managers of IT sector with practical advice on how to deal with workplace interpersonal problems.

Aim of the Study: This paper aims to test the relationship among brand image and consumer buying behavior. The gap incorporated in this study is the mediating role of psychological and moderating role of personal factors in the relationship of brand image and consumer buying behavior which is studied very rare in previous research. Methodology: Keeping in view the perception and observation of Urban Females of Pakistan that they are more conscious in purchase of designer’s brands and even designers also target female segment in their promotional campaigns. Therefore, data from (200) respondents was gathered through a five-point Likert Scale questionnaire from Rawalpindi and Islamabad cities of Pakistan. Moderation and Mediation tests were carried out along with Correlation and Reliability Analysis. Results: The findings illustrate a noteworthy impact of brand image on consumer buying behaviour. Moreover, a significant moderation and mediating impact of the personal and psychological factors was also observed. This study employs Horward and Sheth’s Theory of Buyer Behaviour for assessing the influence of brand image on consumer buying behavior. Conclusion: The study findings could also help marketing managers and fashion designers in designing policies regarding brand image as it can contribute in boosting a positive brand image in prospective buyer’s mind. Finally, the paper also highlights the study limitations and avenues for future research.

Aim of study: This study analyzes the impact of Psychological Capital Dimensions on Employee Innovative Behavior with Mediating Role of Work Engagement and Moderating role of Climate for Innovation in Advertising Agencies of Pakistan Research Methodology: Questionnaires were distributed to 250 employees working in advertising agencies total of N = (221) questionnaires were returned. Hayes macro models were used for regression analysis. Results: The results show that psychological capital affects the innovative behavior with mediation of work engagement. The results also depicted that innovative climate does not moderate between work engagement and innovative behavior. Conclusion: Overall this study reveals that psychological capital dimensions affect the employee innovative behavior among the employees of advertising agencies and strategies should be design at organizational level in order to boost the innovative behavior at workplace.

The research has explored various challenges related to E-learning dynamics faced by high-education academicians during the COVID-19 period. To develop an in-depth understanding, qualitative research methods were used and the narrative inquiry method was integrated for collecting data from interviewees. Data were collected from 14 university teachers via focus group discussions in which respondents were required to provide written narrations about the teaching-related challenges as well. Data were narrated from the words of respondents using the thematic analysis approach. Based on the analysis, seven major themes were derived and characterized as the key challenges of e-learning during COVID-19 named as lack of readiness, lack of resources and training, lack of interaction and motivation, quality of education deliverance, assessment & monitoring issue, Workload and distractions and Curriculum revision. Accordingly, this research has offered useful suggestions for education policymakers, senior management of universities, and researchers which will enable them to have a better understanding of E-learning challenges in developing countries.

Aim of the Study: This study investigates the effect of creative leadership on innovative work behavior (IWB), emphasizing the mediating roles of employee creativity and innovative culture. Methodology: Utilizing a quantitative research design, data was collected through snowball sampling and an online questionnaire distributed via social media platforms such as WhatsApp, Instagram, and Facebook to Advertising and Media Industry of Pakistan. Findings: The analysis, conducted using SPSS and Hayes' Process Macro, involved 199 respondents and revealed that creative leadership significantly impacts IWB both directly and indirectly through the mediating effects of employee creativity and innovative culture. The findings underscore the importance of creative leadership in enhancing employee creativity by providing necessary support and resources, thereby promoting IWB. Additionally, creative leadership fosters an innovative culture that further mediates the relationship between leadership and IWB. Conclusion: These insights are critical for organizational leaders aiming to cultivate a culture of innovation by focusing on creative leadership and the development of both employee creativity and innovative culture. However, the study's reliance on snowball sampling and a predominantly sample from one industry limits the generalizability of the findings. Future research should include a more diverse and larger sample and explore these dynamics across different cultural and organizational contexts.