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Investigating rankings in the field of business education, we aim to examine field structuration process to understand how categories build symbolic value in an institutional field. We selected twenty reputed business schools from Pakistan and the United Kingdom (UK) through purposive sampling method. Adopting the concept of data triangulation, we gathered empirical evidences through interviews with business school marketing managers, academic experts in the field of marketing and reputation, and with industry experts. This data was further supplemented by variety of secondary sources such as internal student surveys, annual reports, newsletters and industry reports to perform a thematic analysis adopted in this study. Thematic analysis helped us to develop a model of institutional work and field level change by emphasizing on the key role categorization systems (rankings) in shaping perceptions of symbolic value (reputation). Our findings suggest, categorization tools create a contest at different levels. Consequently, it redefines the perception about value in the field. The current study may be useful for academia and Higher Education policy-makers by providing them with a theoretical understanding of categorization systems such as university rankings and the changing perception of value in the field.

The purpose of this research article is to explore the influence of social media influencer characteristics on brand value in Pakistan, with a particular focus on the moderating role of gender. This study focuses on how influencer characteristics such as attractiveness, trustworthiness, and likability influence consumer perceptions and attitudes toward brands. In this study, cross-sectional research was used, and data was gathered via questionnaires distributed to university students in Multan, Pakistan, using convenience and stratified sample techniques. Furthermore, analyzing the data collected, the SPSS and Process Macro by Hayes showed that influencer traits do have an impact on brand equity and the role of gender as a moderator. These traits were seen to have a more substantial effect on females compared to males. The study discusses the implications of these findings for marketing strategies and acknowledges limitations, such as the sample's demographic concentration and the reliance on self-reported data. This study is significant as it provides insights into tailoring marketing strategies to effectively reach and engage different demographic segments, increasing brand equity in the digital age.

This study investigated the impact of derivative trading on stock market volatility in emerging markets. We analyzed data from 10 emerging markets over 15 years (2005-2020) using a panel data approach. The research employed GARCH(1,1) models to estimate volatility and conducted difference-in-differences (DiD) analysis to assess the effect of derivative introduction. Additionally, we used Granger causality tests to examine the directional relationship between derivative trading and volatility. Results indicated that introducing derivatives significantly reduced stock market volatility (β = -0.0023, p < 0.01). This effect was more pronounced in markets with higher liquidity (interaction β = -0.0012, p < 0.05) and better regulatory frameworks (interaction β = -0.0015, p < 0.05). Granger causality tests suggested a unidirectional relationship, with derivative trading Granger-causing reduced volatility (F = 7.234, p = 0.002). Furthermore, GARCH persistence analysis revealed decreased volatility persistence post-derivative introduction across all sample markets. These findings contribute to the ongoing debate on the role of derivatives in financial markets and have important implications for policymakers and market regulators in emerging economies.

This study investigates how Pakistani children influence parental decisions in the fast-food sector despite awareness of its adverse effects amidst a rising trend of fast-food consumption due to time constraints and parental concerns about nutrition. It aims to explore this relationship and assess parental roles in mitigating children's influence. Addressing a research gap, the study examines children's impact on fast-food purchases in Pakistan, considering parental responses and the industry's adaptation to local preferences. Qualitative data collection identifies factors such as time availability and advertising that shape parental decisions. Recommendations include healthier offerings from fast-food companies and parental guidance for balanced eating habits. This research contributes to understanding the dynamics of children's influence on parental decision-making in fast-food consumption, potentially promoting healthier choices among Pakistani children, while also suggesting areas for further investigation.

The massive spread of Coronavirus has badly affected the entire globe and lives of the people irrespective of age or gender. Children in this regard are no exemption. They are affected not only physically but also emotionally and mentally due to the virus and quarantine period. This study aims to provide a semiotic analysis of the visual representations of Covid-19 in the children's book covers selected on a global level. These covers are new emerging literature and serve to narrate a global discourse related to COVID-19. The researchers have followed the qualitative approach and the data have been collected using purposive sampling technique to provide a holistic interpretation of the selected covers. Framework, selected for the study, is 'Semiotic Analysis' by Kress and van Leeuwen (2006). The findings revealed that the participants' actions and overall circumstances in these covers are highly meaningful. The action narrative and colorful illustrations aim to motivate the young audience in a positive manner. Furthermore, they communicate a message of hope and urge them to fight against the virus. The visuals in these covers are therefore quite significant in their meanings and interpretations.

Purpose: The study empirically analyzes the moderating role of government support policy on the relationship between entrepreneurial orientation, technology orientation and performance of small and medium enterprises (SMEs) in northeast Nigeria. Design/Methodology/Approach: The paper adopts quantitative survey method using structured questionnaires, data was collected from 240 SME owner-managers in northeast Nigeria. The data collected was analyzed using Partial Least Squares PLS-SEM. Findings: The findings of the study indicates a significant positive relationship between EO, TO and Performance of SMEs. Additionally, the outcomes of the study authenticate that government support policy moderates the relationship between EO, TO and performance of SMEs in Nigeria. Implications/Originality/Value: The study have practical implication for government, policy makers, regulators, SMEs owner-managers and other stakeholders to recognize government support as it affects SMEs performance. The study further add to the frontier of knowledge on the importance of GSPs in strengthen the relationship between the variables and SMEs performance. This is the first study that focuses on testing the moderating role of government support policy on the relationship between entrepreneurial orientation, technology orientation and SMEs performance in Nigeria.