E-marketing has emerged as one of the significant drivers in sustaining the firms competitive advantage. So far, there is a lack of systematic empirical evidence regarding the marketing activities which are drastically affected by the use of e-marketing in small and large firms of Pakistan and their consequent performance outcomes. However, the objective of this study is to examine the technological, organizational and environmental factors on the performance of small and large firms in Pakistan with mediating role of E-Marketing uses and its generlizibality on countries with similar economic situation. Cross sectional data were collected from 257 manufacturing companies in Pakistan; general manager marketing were selected as the data collection sources. Additionally, SmartPLS 3.0, two step path-modeling has been used to examine the direct as well as indirect hypothesis of the current study. However, the results generated from SmartPLS (SEM) path-modeling found that, with regard to direct relationships, three variables (technology orientation, top management support, use of e-marketing) out of five including mediation variable have found significant positively associated with firm performance, however, only one (competitive pressure) has found negatively significant with firm performance. Finally, in terms of use of e-marketing as mediating variable between the relationships of technological, organizational, environmental factors and firm performance, three out of four (independent variables) indicate partial mediation including technological factors (technology orientation), organizational factors (top management support) and environmental factors (competitive pressure). However, market orientation had shown insignificant results both in the direct relationship as well as by including E-Marketing uses.

Work engagement is arguably one of the key challenges confronted by the higher education sector of Pakistan. Therefore, it is important to understand the diverse perspectives of work engagement in this sector. This study examines the effect of job demand and spiritual leadership on work engagement in public universities of Pakistan through the mediating role of burnout and moderating effect of spiritual leadership between job demand and burnout and between burnout and work engagement. The study framework was established from theories, namely, the job demand-resource theory and the spiritual leadership theory. The respondents were 271 faculty members working in different universities of Pakistan. The findings show a significant relationship between job demand and burnout and between burnout and work engagement. Moreover, the results show a positive relationship between spiritual leadership with work engagement and negative relationship with burnout. However, the findings show the insignificant direct relationship between job demand and work engagement, whereas burnout mediates the relationship between job demand, spiritual leadership, and work engagement. Interestingly, spiritual leadership plays an important role in moderating the relationship between burnout and work engagement but does not moderate the relationship between job demand and burnout. Besides, the findings of the study will redound to organizational benefits by enriching research on the area of burnout and work engagement, which is so far in its infancy by referring to its potential antecedent and moderating variable. Finally, the study will be useful for both organizations and employees to achieve desired outcomes.

The increasing interest of organizations in innovating and surviving during stressful work environments has led scholars to ponder ways to increase employee’s creativity. The study aims to empirically examine the relationship between perceived organizational support (POS) and employee creativity through work engagement and the moderating effect of challenge and hindrance stressors. The theoretical lens of social exchange theory was used to explain the study framework. Data was collected from 324 marketing personnel of the beverage and telecom sector in Pakistan and analyzed using structural equation modeling (SEM) with AMOS. The findings revealed that the direct relationship between POS with work engagement and employee creativity and work engagement with employee creativity was significant. Interestingly, the moderator has shown a prominent effect, which illustrated that low hindrance stressors strengthened the relationship between POS and work engagement. The study contributes by enhancing the employee’s creativity by reducing stressful working environments in many ways.

The world has limited resources and resource depletion has been a serious concern for many years. To ensure that ecological balance is maintained, the United Nations has developed 17 Sustainable Development Goals (SDGs). This study attempts to meet the 12th SDG of “responsible production and consumption” and provide a guideline to manufacturing organizations in Pakistan. Many scholars have examined the role of different technologies on sustainable performance. However, research using eco-innovation (EI), digital transformation (DT), and smart technologies (ST) is still scarce. The current study develops the conceptual model based on the resource-based view (RBV) and technology, organization, and environment (TOE) theories, and using a simple random sampling technique, valid data from 375 professionals in the manufacturing industry is collected to test the relationship between sustainable development strategy (SDS), EI, DT, ST, and sustainable supply chain performance (SSCP). The results indicate strong positive relationships between SDS, EI, DT, ST, and SSCP. Results indicate that even if organizations are executing SDS and EI, without DT and ST, organizations cannot achieve SSCP. Therefore, it is recommended to the managers that they must apply DT and ST to guarantee their pursuit of achieving sustainable performance and contribution toward SDGs.

This study examines the effect of green practices on green brand equity, and it looks at the impact of green brand attachment and green skepticism as mediating variables on these relationships. We employed a dataset of 454 consumers from international fast-food restaurants. Our empirical results indicate that green practices enhance consumer-based green brand equity. Green skepticism has a significant negative effect on green brand attachment, and green brand attachment has a significant positive effect on green brand equity. Green brand attachment mediates the relationship between green practices and green brand equity and between green skepticism and green brand equity. The study findings provide consumer insights into green products and managerial implications for international fast-food chains.