Research in the field of online advertising has focused on the effect of in-stream ads on viewers’ attitudes and intentions to purchase. However, little is known regarding the crucial role of viewer’s control in terms of the ‘skip ad option’ towards the attitude to purchase. This research aims to investigate the effect of in-stream ads on viewers’ attitudes to purchasing with the moderating role of viewer control. Primary data was collected from respondents of Vehari district of Pakistan through a questionnaire based on 5 points Likert scale. 370 questionnaires were incorporated after excluding the questionnaires having missing values. Structural equation modelling was used through SmartPLS-3 software in testing the hypotheses. The findings reveal that, in-stream (emotional, informational, and entertaining) ads have positive impact on viewers’ attitudes, and viewers’ control moderates the relationship between in-stream ads and viewers’ attitudes towards the ads. Further, viewers’ attitude toward the ads has a significant positive impact on viewers’ intention to purchase. To the best of our knowledge this is one of the first studies that examines the effect of in-stream ads on viewers’ attitudes to purchasing with the moderating role of viewer control in the context of a developing country, like Pakistan.

Over the past decade, the integration of technology, particularly gamification, has initiated a substantial transformation within the field of education. However, educators frequently confront the challenge of identifying suitable competitive game-based learning platforms amidst the growing emphasis on cultivating creativity within the classroom and effectively integrating technology into pedagogical practices. The current study examines students and faculty continuous intention to use gamification in higher education. The data was collected through an online survey with a sample size of 763 Pakistani respondents from various universities around Pakistan. The structural equation modeling was used to analyze the data and to investigate how continuous intention to use gamification is influenced by, extended TAM model with inclusion of variables such as task technology fit, social influence, social recognition and hedonic motivation. The results have shown that task technology has no significant influence on perceived usefulness (PU) where as it has a significant influence on perceived ease of use (PEOU). Social influence (SI) indicates no significant influence on perceived ease of use. Social recognition (SR) indicates positive influence on perceived usefulness, perceived ease of use, and continuous intention. The dimensional analysis indicated that perceived ease of use has insignificant influence on perceived usefulness. Both PEOU and PU exhibit positive influence on attitude. Hedonic motivation (HM) and attitude were observed to have a positive influence on continuous intention (CI). Moreover, gamification is found to efficiently and effectively achieve meaningful goals by tapping intrinsic motivation of the users through engaging them in playful experiences.

This study explores the marginalization of a poor fishing community in Gwadar, Pakistan. The study provides an insight into how different levels of power, such as hidden, visible/pluralist, and invisible ideological powers, are used in policy arenas to hinder fishers’ access to participatory spaces, decision-making, and resource use. By employing Gaventa’s power cubes analytical model, we analyze fishers’ experiences and prevailing scenarios. Qualitative research methods were used to collect data, including in-depth interviews and participant observation. The finding shows that the interests of the fishing community in fishery policies and ongoing development projects are excluded both with intention and unintentionally. The exclusion of the local fisher community from key spaces brings interruptions and transformations that influence their lives. Due to this, they are induced to join insurgent groups to confront exclusion-based policies in Gwadar, Pakistan.

Green cosmetics made from organic ingredients are becoming increasingly popular due to their environmentally friendly nature. However, research on consumer behavior towards green cosmetics is rare, especially in developing countries like Pakistan. Previous studies have primarily focused on female consumers, and little is known about the behavior of male consumers. Therefore, this research aims to investigate the behavior of both male and female consumers towards green cosmetic products and analyze the factors that affect their purchase behavior. This study employs a quantitative approach with deductive reasoning and collects data through a questionnaire from major cities in Pakistan. The study finds that eco-awareness, social influence, price-quality instructions, health consciousness, and the need for uniqueness significantly influence consumer purchase behavior when buying green cosmetics. Interestingly, price sensitivity does not significantly affect consumer purchase behavior as consumers are willing to pay for high-quality green cosmetics. Based on the findings, the study recommends promoting eco-awareness and health consciousness among consumers through educational campaigns and workshops launched by the government and the private sector. Future research can explore factors such as age, gender, and specific generations like millennials and Generation Z, as well as packaging, branding, and product design to promote environmentally friendly and health-conscious products. Additionally, comparative studies between countries can identify universal and region-specific factors, and examining the overall impact of green cosmetic products on the environment can highlight areas for improvement in sustainability.

Sustainability and green campus initiatives are widely examined in developed countries but less attention has been paid in developing countries such as Pakistan. Therefore, this study intends to examine the links between sustainability dimensions and green campus initiatives by mediating role of teachers and students’ involvement. Green campus or sustainable campus or environment friendly campus is based on the principles of environmental sustainability, incorporating social, and economic and environmental dimensions. Questionnaire for assessment of sustainability was adopted and 529 responses were received from the faculty, management and servicing staff of the seven Mountain Universities of the Gilgit Baltistan and Azad Jammu and Kashmir in Northern Pakistan. Partial Least Square Structural Equation Modeling (PL-SEM) was used to analyse the data. The results indicated that energy conservation, water conservation, green transport, sustainable waste management have enhanced campus green initiatives. Teachers and students’ involvement partially mediate the relationship between green transport strategies, sustainable waste management and green campuses initiatives. While on another hand, teachers and students’ involvement have not mediated the links between energy conservation, water conservation and green campus initiatives. The study contributes to theory building in the area of green and environment friendly campus initiatives by enriching the understanding of the processes carrying the effect of sustainability dimensions and both teachers and students’ involvement.