This section introduces the research by outlining the importance of understanding behavioral biases in investment decisions, particularly within the context of retail investors in Pakistan. This research work primarily intends to find out the influence of behavioral biases over investors' investment decisions. The population of this research are individual investors investing in Pakistan Stock Exchange. The research design of this study is quantitative. The sample size of current research was 400 individual investors. The survey assessed several types of biases, including overconfidence, disposition effect, and herding behavior. The result outcome indicated that with an increased number of such biases present, it significantly influences the investment decisions of investors. This study specifically indicates that respondents are often subject to overconfidence, the disposition effect, and herding behavior, and finally the factors that lead to relatively poor investment decisions. These results underline the identification and need for tackling these biases within the financial decision-making domain. Financial professionals, comprising advisors and educators, are better placed with skills on how to design strategies that deter more adverse consequences of these biases. They can enhance investment quality in decision-making by well-directed training programs and advisory services. Therefore, this study underscores the pivotal role that behavioral finance plays in improving investor outcomes and calls for the rectification of behavioral bias to attain more informed and rational investment decisions.

The purpose of this research is to examine the effect of social media marketing on sustainable food consumption in the food industry of Pakistan with an emphasis on the moderating effect of customer satisfaction. The results of this study also show that social media marketing increases customer satisfaction which increase the levels of sustainable consumption. A cross-sectional study in which 300 participants were included responded to the questionnaire and the data was analyzed by SPSS and Smart PLS 3. 0 for mediation testing. Findings supportive of SM marketing show that is not only directly linked to sustainability but also indirectly through the enhancement of customer satisfaction. These findings provide significant implications for the food industry businesses to understand the role of social media strategies in enhancing customer loyalty and sustain the business in the long run.

This study is aimed to investigate the impact of servant leadership on job embeddedness with the mediation of perceived organizational support and job satisfaction. Primary data collection technique is used in this study. Primary data analysis technique is used based on a questionnaire. This study is from major four cities of Pakistan including Lahore, Faisalabad, Multan and Sahiwal study. In non-probability, convenience sampling technique is used for collecting data from respondents. There are four hundred and twenty employees that are permanent employees of the banking and hospitality sectors. The results show there is a significant positive relationship between servant leadership and job embeddedness. Moreover, the results indicated a significant and partial mediating effect of perceived organizational support between servant leadership on job embeddedness. Lastly, the results indicated a significant and partial mediating effect of Job satisfaction between servant leadership on job embeddedness. This study has both academic and practical implications, like adding contribution to servant leadership theory and due to that there is enhancement of the supportive environment and leading towards job embeddedness. This study is also helpful in the finding of the follower’s behaviour towards the servant leadership.

In the advent of the Information Technology (IT) revolution, many organizational departments have gone through functionality changes to increase their efficiency and performance. This study aimed to investigate the impact of the functions of electronic human resource management (E-HRM) within an organization on its banking performance. In reference to previous studies, the researcher developed the research model to investigate how the application of E-HRM impacts banking performance in terms of Information technology, E-recruitment and selection, E-training, E-motivation and E-communication. The study's population comprises of management level personnel in Pakistan's banking industry. For the purpose of sampling, the researcher selected all commercial banks operating in Lahore to fill out the questionnaire since seventeen commercial banks exist in Pakistan. The findings of the results indicate that Information Technology, recruitment and selection, Training and Motivation has significant effect on banks profitability and Communication has insignificant effect on Bank performance. This study makes significant contributions. The study proved that successful use of e-HRM solutions enhances the profitability of the banking sector in Pakistan.