Marketers and advertisers ignore new technology and diverse marketing tactics when attempting to increase product exposure, customer engagement, customer behavior and buying intention in fashion accessory marketplaces in developing countries. This research sought to discover how the Augmented Reality (AR) experience influenced consumer behavior, buying intention and pleasure when purchasing a fashion item in developing countries. This study employs positivist ideas to investigate the connections between various factors, believing that reality is unwavering, stable, and static. Experiential marketing following stimulus exposure will gather cross-sectional data. The undertaken study has developed proper experimental design (within group) from business innovation models, for instance, uses and gratification and user experience models. User experience is disclosed by its four defining characteristics: hedonic quality (identification and simulation), aesthetic quality, and pragmatic quality. After encountering an enhanced user experience, users have a more favorable attitude about purchasing; in contrast, pleasure from using the application directly impacts buying intention. It was also shown that knowledge of AR apps impacts user experience and attitude. The novelty of this research is multifarious, for instance, the smart lab was used as a marketing technology to explore a virtual mirror of the Ray-Ban products. Secondly, the augmented reality experiential marketing activities have been developed by the developers as bearing in mind the four different aspects of the user experience—haptic, hedonic, aesthetic, and pragmatic. It should be functional, simple to learn and use, symmetrical, pleasant, and appealing, while fulfilling the unconscious emotional elements of a customer’s purchase. The research is the first known study in Pakistan to evaluate the influence of augmented reality on consumer proficiency and its consequent effects on attitude and satisfaction for fashion accessory brands. The research also advances the notion that application familiarity is the most important moderator between attitude and an augmented reality-enriched user experience, contradicting the prior studies, which focus on gender and age. This research has important theoretical implications for future researchers, who may wish to replicate the proposed final model in developed and developing countries’ fashion brands. This research also has imperative managerial implications for brand managers and marketing managers, who could include the recommendations of this study in their marketing strategies.

Research background: Faculties of private universities are under immense working pressure, which causes stress and burnout. The job burnout triggers the psychological pressure, which increases the turnover intention. Purpose of the article: The undertaken study aims to evaluate the scale of burnout with its three-element model, which affects faculty members of private universities of Pakistan. This research also aims to examine the mediating effect of organizational commitment (e.g., affective, normative & continuance commitments), and moderating influence of subjective vitality in a relationship of job burnout and its constituents, for example exhaustion, efficacy & cynicism, and the turnover intention. Methods: The 712 responses were collected through a structured questionnaire from the junior and senior faculty members of private universities of Pakistan. The data was examined by using second order partial least square ? structural equation approach ? PLS-SEM. Findings & value added: The research findings exhibited that emotional exhaustion, cynicism, and professional efficacy have a direct significant influence on job burnout. The findings further demonstrated that the job burnout has a cogent and negative impact on faculty turnover intention. The findings demonstrated that elements of organizational commitment (e.g., normative, affective & continuance commitments) have a forceful serial mediating influence between burnout & its constituents for example exhaustion, efficacy & cynicism, and turnover intention. Finally, the findings have revealed that subjective vitality has a significant and positive impact as a moderating variable in a relationship between job burnout and turnover intention. This research has a long-term theoretical contribution, as it provides a novel conceptual framework, which can be replicated in different industries. Thus, this unique model provides the solution to reduce employees? turnover for other industries as well.

The objective of this paper was to examine the influence of determinants of business ethics, for instance, HR management ethics, ethics in corporate governance, and ethics in sales and marketing on organizational performance. The paper also examined mediation of human capital, structural capital and relational capital (dimensions of intellectual capital) in the connection between business ethics and organizational performance. Additionally, this research examined show technological change moderates between business ethics and organizational performance. Researchers collected 474 responses from March 2022 to November 2022 from the information technology sector in various cities in South Asian countries, including India, Pakistan, and Bangladesh, through structured questionnaires. PLS-SEM modeling was used for data analysis; we evaluated the measurement and structural models for this purpose. The research results suggest that ethics in corporate governance, HR management ethics, and ethics in sales and marketing have a notably positive effect on business ethics, leading to a substantial and affirmative impact on organizational performance. The findings also revealed a significant mediating influence of human capital, structural capital, and relational capital between exogenous variables and organizational performance. The findings further suggest that technological change significantly and positively moderates the relationship between business ethics and organizational performance in the high-tech industry. This research offers a novel modified conceptual framework that provides substantial theoretical and managerial implications to research scholars and industry practitioners.

The aim of this paper is to examine the direct impact of marketing and medical tools on the symmetry of physicians’ prescription behavior in the context of the Pakistani healthcare sector. This research also investigates the moderating influence of corporate image and customer relationship in an association of marketing & medical tools, and the symmetry of physicians’ prescription behavior. The survey involved a research sample of 740 physicians, comprising 410 general practitioners and 330 specialists. A series of multivariate approaches such as exploratory factor analysis, confirmatory factor analyses, and conditional process analysis are employed. The findings of the study showed that marketing & medical tools have a direct, positive, and significant influence on physicians’ symmetrical prescription behavior. Corporate image and customer relationship have also a significant impact as moderating variables between marketing & medical tools, and the symmetry of prescription behavior of physicians. The outcomes of this research are beneficial to marketers and medical managers in the pharmaceutical industry.

The scientific impacted periodical journal (indexed on Web of Science) published by the Tomas Bata University offers results of basic and applied economic research.

The objective of this research is to analyze the effect of determinants of Business ethics (HR management ethics, ethics in corporate governance, and ethics in sales & marketing) on the organizational performance of the high-tech industry. The study further examines the influence of multiple serial mediations of human, structural, structural, and relational capital on the connection between Business ethics and organizational performance. Additionally, this research examines how technological change moderates the relationship between Business ethics and organizational performance. Data was collected from the information technology sector in various cities of South Asian countries through structured questionnaires. PLS-SEM modeling was used via Smart-PLS 4.0 software for analysis. The hypothesized & modified measurement and structural model were validated using the HTMT matrix, Fornell-Larcker criterion, R-square values, f-square values, outer loading, construct reliability and validity, path coefficient analysis, Blindfolding, and predictive relevance. The research results suggest that ethics in corporate governance, HR management ethics, and ethics in sales & marketing have a notable positive effect on business ethics, leading to a substantial and affirmative impact on the organizational performance of the high-tech industry. The findings further suggested that dimensions of intellectual capital (human capital, structural capital & relational capital) significantly moderate between exogenous and endogenous constructs. Moreover, technological change significantly & positively moderates the relationship between Business ethics and organizational performance of the high-tech industry. In conclusion, this research provides insights into how these variables interact and what potential mechanisms act upon them. Organizations can make informed decisions about improving their performance and ethical standards by understanding these relationships. This research offers substantial theoretical and managerial implications to research scholars and industry practitioners.