Urbanization often causes environmental degradation and harms human health in developing countries. This study has an imperative focus on the effects of rapidly growing urban life and its impact on water resources in the Muzaffarabad city. The data for this paper comes from 20 in-depth interviews with members of the local government, political workers and local residents of the city, carried out during the year 2015, to analyze the ways in which increasing urban life is affecting water quality in the area. The findings indicate that waters of both rivers Jhelum and Neelum are being viciously contaminated by the local residents, which results in a scarcity of drinking water and a number of viral diseases.

The study investigates the socio-religious factors in the propagation of genetically inherited disease of Beta thalassemia. The disorder which reportedly has a significant protraction through repeated cousin marriages results in the social maladjustment of the parents of the sick children due to constant depression, anxiety, and weak social interaction and may lead to social isolation as well. This research aims to find out the significant effect of socio-religious trends on psychosocial burden of beta thalassemia major among cousin and non-cousin couples in the province of Punjab in Pakistan. It takes a sample of 932 parents of sick children, among whom 735 were married with cousins and 197 with non-cousins, for data collection. The findings reveal that inadequate knowledge of the disease, insufficient or misdirected social support, stigmatization, and marriage breakups caused by the disease, superstitions, and misinterpretations of religion and the subsequent practices accordingly as significant predictors of psychosocial burden of beta thalassemia major among non-cousins and cousin couples. Additionally, it also finds patriarchy as only significant predictors of outcome variable among cousin couples.

This research focuses on specific models of health and illness, explored by many researchers across the world. The sequential variations and critic of each model is summed up by researcher and the relevant theoretical orientations of beta thalassemia major have been tried to integrate. Beta thalassemia major is a common genetic disorder, due to abnormalities in human globin (alpha or beta). The highest prevalence rate of disease has been seen in Saudi Arabia, Jordon, India, Bangladesh and Pakistan, due to repeated cousin marriages, strong beliefs of cultural and traditional practices and lack of knowledge for the prevention and management of beta thalassemia major. The focus of epidemiologists remained on genetic causes and ignored the social, cultural, religious and psychological factors which preponderate over biological aspects of health. The academician and health experts lacked to focus the theoretical orientations of beta thalassemia major, this paper elucidates the models of health and illness and provides and logical theoretical itinerary for beta thalassemia major.

Personalization is used for marketing in social media by marketers and advertisers. So there is a great need to explore this phenomenon of personalization and online impulse buying behavior. This study examines the impact of personalized advertisement and its effects on online impulse buying behavior. This study is significant for online retailers and marketers. In this study, we developed a conceptual model. We then tested it while using different factors to know the power and impact of personalized advertisement on online impulse buying behavior through social media. We see perceived novelty and perceived relevance and online payment facility as mediators between personalized advertisement and online impulse buying behavior and privacy concerns as a moderator between payment facility and online impulse buying behavior. Developed a survey and filled it with 250 participants, then performed an analysis of correlation and regression; ten of the hypotheses of this study are supported by the finding of the results. And at the last chapter discussed the results and practical implications, and conclusion of the study.