The current era has been going through significant transformations owing to the innovative technologies, digitalization, social media, and online business trends worldwide. In the rapid and dynamic environment, marketers are continuously focused on exploring new and digital ways to reach and engage customers in the agricultural industry. Therefore, digital marketing has been recognized as a critical tool for marketers, researchers, and customers to develop brand awareness, interact and build customer engagement over longer periods. Consequently, generating positive customer outcomes i.e., brand awareness, persuasion, customer satisfaction, brand loyalty, and positive word of mouth. The study aimed to evaluate the impact of digital marketing tools on the brand awareness of consumers in agricultural industry. By examining diverse social media channels, the study aimed to provide an analysis of quantitative techniques used to assess the effectiveness of digital marketing. The study furnishes insights for the practitioners to select effective social media tools according to their goal and objectives. The study enables social media marketers to optimize their digital marketing strategies by utilizing minimum organizational resources.

This study aims to investigate a model that applies team support for innovation as a mediating mechanism for the association of team identification (TI) with task performance (TP) and proactive work behavior (PWB) in the software companies. The sample encompasses 92 teams working in software companies in Pakistan. Data were collected from two sources: team identification, team support for innovation (TSI), and task performance data were collected from employees, while PWB data were collected from the team supervisor. Multi-level data was analyzed using structural equation modelling technique through Mplus, AMOS and SPSS software. Findings of the study revealed that team support for innovation plays an intervening role between team identification and its outcomes (PWB and TP). This study proposes that team support for innovation can effectively encourage PWB and TP. Therefore, managers and leaders of software companies who aim to achieve PWB and TP need to encourage team identification among the team members. The present paper links a gap relating to factors and antecedents that impact proactive work behavior and task performance in a multi-level research design.

Pakistan is currently among the top five exporting nations of cotton worldwide and being the third-largest exporter of cotton and its byproducts, Pakistan earns a significant amount of foreign exchange in this way. The study aimed to depict cotton value chain process in Pakistan and to identify the critical factors contributing toward the cotton value chain process. This paper delves into the concept, methodology, benefits, and challenges associated with value chain, along with real-world examples of its successful implementation. The study followed a descriptive research design and utilized secondary data published by USDA Cotton and Products Annual Report, Pakistan Bureau of Statistics and Ministry of Commerce, Government of Pakistan. The study mapped cotton value chain and critical factors in the process. In addition, the study offered useful insights and policy implications for government officials and practitioners, which would help them enhance the process of the cotton value chain. There are a few limitations to the study that can be removed in further research in order to arrive at more accurate findings.