Gomal University Journal of Research

DRIVERS OF CONSUMER BUYING DECISIONS: MEDIATING ROLE OF CUSTOMER CITIZENSHIP BEHAVIOR

Muhammad Adnan — 2025-12-31

Social media marketing & green trust with respect to customer citizenship behavior plays a decisive role in the buying decision-making process of consumers. The study aimed to investigate how social media marketing, green trust and brand image affect consumer buying decisions with the mediating role of customer citizenship behavior. Research was carried out in quantitative approach. The cosmetics industry was chosen at random. Using a convenient sampling strategy, the questionnaire was created to collect data from diversified consumers of cosmetics products in Pakistan. Statistical techniques were used to assess quantitative data. It is found that social media use and brand image have a significant effect on consumers' purchasing decisions. The consumer's purchasing decision is enhanced by positive word-of-mouth, sustainable consumption is virtual over improved digital marketing, which leads to increase in buying decisions to establish long-term relations with their customers. This study was a complete report on Pakistan’s cosmetics industry that be highly beneficial for policymakers & researchers to alter programs and policies according to requirement for achieving goals help digital marketers to keep their firm operating at high level. Managers may build, improve strategies to keep customers satisfy by learning how consumers feel & what they communicate about product's features or performance.

QUANTUM DECISION-MAKING MODELS IN STRATEGIC MANAGEMENT: NOVEL APPROACH TO HANDLING UNCERTAINTY AND COMPLEX ORGANIZATIONAL BEHAVIOR

Friday Ogbu Edeh — 2025-12-29

This study examines how quantum decision-making models can improve strategic management in VUCA context, outperforming standard methods. It emphasizes Quantum superposition, Entanglement-Inspired Stakeholder Alignment, Quantum Cognitive Readiness & Quantum-Enhanced Decision Resilience. We used quantitative research. After a 60-person pilot test, 360 managers from high-uncertainty Chinese businesses provided data. QSI, entanglement-Inspired stakeholder alignment, quantum cognitive readines & Quantum-Enhanced Decision Resilience are measured using structured questionnaire. Statistical analysis examined direct and moderating effects. QS greatly improved decision resilience, whereas Entanglement-Inspired Stakeholder Alignment increased strategic cohesiveness over stakeholder interdependence. The Quantum Cognitive Readiness moderated QSI and Entanglement-Inspired Stakeholder Alignment on Quantum-Enhanced Decision Resilience. These results support the idea that QSI, entanglement-inspired stakeholder alignment, and quantum cognitive readiness boost resilience. Research adds superposition, entanglement, dynamic capacities and stakeholder theories to quantum decision theory. It stresses strategic preparedness with cognitive psychology. The interdisciplinary framework guides scenario planning, training programs to improve agility & stability in VUCA settings.

PERFORMANCE EVALUATION APPROACH FOR TEXTILE INDUSTRIAL BUSINESS: NAVIGATING THE CHANGE MANAGEMENT

Jafar Hussain — 2025-12-29

This research aims to know performance evaluation approach for textile industry businesses: Navigating change management impact of change management. The decision of introducing the change management and then implementing change management is a two-fold process where the decision to introduce the change management is equally and crucially important to implementation of change management decided as people tend to hesitate to bring and be a part of the change. This is the primary research, for this purpose the questionnaire was used to collect the data. The population of study was textile sector, a sample of 300 respondents was taken for current study. The regression test was applied, the research results showed that all variables have significant relationship and strong impact on the dependent variable. The results of current study provide significant information in extracting the valuable information for reaching the conclusion and making suitable decisions about the research issues under concisderations. Through the results obtained, this study helps in concluding that the change information if communicated properly before the implementation, thus helps the employees in perceiving their contract fulfillment are made, it helps in building trust and understanding the need for change.

STRATEGIC RECONFIGURATION OF BRAND–CUSTOMER DYNAMICS THROUGH MACRO-ADAPTIVE SELLING FRAMEWORKS

Sahar Khan — 2025-12-29

In today’s business environment, customer satisfaction and brand equity stand as gatekeepers to the success of organization in the current world order. This study aims to examine and expand the frontier of knowledge & understanding of customer satisfaction & brand equity as consequences of three macro adaptive selling strategies-prospector, defender & analyzer. Organizations in Pakistan and other emerging markets have exhibited a great deal of effort trying to have a positive brand equity and customer satisfaction. Given the centrality of marketing to success of organization, the present study investigates impact of macro adaptive selling strategies on customer satisfaction and brand equity in the contemporary marketing environment of Pakistan. This dissertation is designed to document both the positive and negative consequences of the strategies in the reviewed literature. This study used 294 structured questionnaires from respondents working in banking, marketing and education sectors to answer research questions of study. SmartPLS was utilized to examine the relationship amid macro adaptive selling strategies, customer satisfaction and brand equity. Organizations looking to improve their customer satisfaction and brand equity will benefit from using macro adaptive selling strategies deployed within organization.

IMPACT OF FLIPPED AND GAME-AIDED INSTRUCTION ON THE MATHEMATICAL ACHIEVEMENT OF SOCIO-ECONOMICALLY MARGINALIZED CHILDREN AT THE PRIMARY SCHOOL LEVEL

Sajjad Hussain — 2025-12-29

The mathematical achievement of primary school students, flipping, and game-aided instruction proved as effective in improving the mathematical achievement. However, literature is silent about its impact on the students’ motivation. Thus, the effects of flipped and game-aided instruction were investigated for students’ mathematical success and motivation, following the true experimental research design, wherein two parallel experimental groups (flipped & Game-aided instruction), used to probe the effectiveness of both instructional methods for the students’ motivation. This experiment was confined to whole numbers, mathematical operations, fractions, HCF, and LCM in a mathematics textbook. The students’ Pre-test (MAT) scores, students’ academic motivation and their socioeconomical indicators were utilized to randomize both flipped & game-aided instruction groups and were taught for six weeks followed by post-test and academic motivation questionnaire. It was revealed that both flipped & game-aided instruction have improved students’ mathematical achievement and motivation. Consequently, research study recommended that students' mathematical achievement in marginalized communities can be improved through the application of both the flipped and game-based instruction at the primary school level.

PARENT-CHILD COMMUNICATION AND FRIENDSHIP: PREDICTORS OF TRUANT BEHAVIOR IN ADOLESCENTS

Rubab Ali — 2025-12-29

The present study aimed to investigate the relationship between parent-child communication, friendship functions & truancy among adolescents. It was hypothesized that there is likely to be relationship between parent-child communication, friendship functions, and truancy. Furthermore, the parent-child communication and friendship function will likely predict the truancy in adolescents. In this regard, to conduct this study, correlational research design and purposive sampling technique were used to recruit the sample of (N= 300) school and college students in the age range 13-19 years. For this purpose, the Parent-Child Communication Scale, McGill Friendship Questionnaire–FF and Truancy Questionnaire were used for the study. The results discovered significant positive relationship between parent-child communication, truancy and also amid friendship functions and truancy in the adolescents. Furthermore, parent-child communication and friendship functions positively predicted truancy in adolescents. The results of study provide significant information in extracting the desired information, reching conclusion and making suitable decisions about the research issues underconsiderations. The findings can increase parents' awareness regarding importance of communication with their children to reduce truancy.

EXPLORING TRADE-OFFS: ACADEMIA VS FINANCIAL FOR UNDERGRADUATES USING DIGITAL MEDIA IN PESHAWAR

Amjid Khan — 2025-12-29

This qualitative research was conducted with prism of self-determination theory survey on scales of academic achievement VS economic benefits of using digital media amid undergraduate students in Peshawar, Pakistan. The researcher gathered data in 8 focus group discussions in a sample of 64 students participating in undergraduate programs in 2 public and 2 private higher education institutions. Results show how significant digital media, or Facebook, is in terms of the academics, social, and financial well-being of the students. Digital media are applied by students to academic resource acquisition, collaboration, engagement, and, nevertheless, when used in excess (particularly in terms of the tasks linked with finance), digital media may result in increased distraction, cognitive stress and defocusing. The social distractions of the lower earning students were used to show academic disengagement as financial needs, social & family expectations mounted pressures to work, hence ignoring academics. Thus, the time management, self-regulation and working with groups were reported by the students as the coping strategies of coping with conflicting academic and calendar pressure. This research suggests that the Peshawar institutes of digital media integration should be developed that not only enhances student education and behavioral transformation but also ensures their personal wellbeing.

COMPARATIVE ACHIEVEMENTS OF STUDENTS IN MATHS AND ENGLISH IN AN INCLUSIVE EDUCATION CLASSROOM SETTING

Sharif Ullah — 2025-12-29

The research titled, the comparative achievements of students in Math & English in an inclusive education classroom setting, sought to evaluate the students’ academic standing taught using total communication technique in inclusive education classroom and to examine the efficacy of teaching students with and without disabilities. An ABA single-subject experimental design was employed for current investigation. The population comprised students from special education institutions in Swat, including those with hearing, visual, and physical disabilities, as well as general education. Nine tests were created for study, the first three of which were administered to students before the treatment to gauge current level of knowledge as taught by their individual association. During experimental phase, three tests were carried out. Further assessments were administered as post-intervention tests following intervention 03. The academic performance of children with hearing impairments would be significantly impacted by the use of the total communication technique when teaching English and mathematics in an inclusive classroom. The results of the tests conducted before, during, and after the manipulation indicated that null hypotheses would be rejected. As a result, the total communication strategy was used to teach both English and mathematics in an inclusive educational setting, with the significant impact and more learning outcomes in English than in Mathematics.

REASSESSING THE INTEREST GROUPS INFLUENCE: DEMOCRATIC RISKS AND REGULATORY RESPONSES IN US POLICY-MAKING

Ambreen Aman — 2025-12-29

The influence of interest groups in United States policy-making process is undeniable. This study critically examines that how interest groups shape public policy in the United States and evaluates the democratic risks their influence poses, alongside regulatory and institutional responses designed to mitigate those risks. This research evaluates negative impact of interest groups on US public policy from a critical perspective. The study, based on qualitative and institutional analysis, examines that how the mechanisms of campaign financing, lobbying practices, and Supreme Court decisions have altered relationship between political participation and democratic fairness. This reassessment underscores that managing the interest group influence is not about the exclusion but about calibrating engagement to uphold democratic ideals.The study does not dispute constitutional right to advocate and engage politically; it just asserts that the current system gives an unfair advantage to moneyed interests, eroding public trust and making democracy less responsive. Finally, the article offers a set of specific regulatory r eforms intended to make the US policy-making process more transparent, to curb undue influence, and to create a fairer environment for the interaction between organized interests and the public good than what exists today.

THE INFLUENCE OF LEADERSHIP STYLES ON EMPLOYEE PERFORMANCE IN HEALTHCARE ORGANIZATIONS OF KARACHI, PAKISTAN

Shabina Salahuddin — 2025-12-31

This study seeks to understand how leadership practices impact worker performance in Pakistan healthcare institutions. The research is conducted through primary data. The data is collected through questionnaires from healthcare workers including doctors, dentists, pharmacist & paramedical staff working in different healthcare organizations. The total number of responses that were used to get the result in this study are 253. The non-probability convenient sampling is the sampling method employed in this investigation. The results demonstrate that employee performance in the healthcare businesses is positively and significantly impacted by leadership philosophies: transformational leadership, transactional leadership & laissez -faire leadership. The work efficiency of the staff in healthcare businesses is negatively and insignificantly impacted by authoritarian leadership styles. Leaders must encourage resiliency and creativity in their workforce if they want innovation to flourish within business. To interact with their team and show their trust in them, the leaders should reach beyond their own interest. As a consequence, subordinate’s work quality will undoubtedly improve. Employees are recommended to exercise greater inventiveness at work, provided that management does so. For managers & supervisors, HCOs should design specialized training programs that will help them to become effective leaders.