Over the years, the usage of smartphoneshas burgeoned worldwide. However, it is noteworthy that with this multiplied usage and popularity of smartphones,most of the consumers demonstrateerratic behavior in the selection oftheir preferred brand. Therefore,in order to understand this phenomenon further, this study wasconducted in Pakistan to examine the brand switching behavior of young consumers in the smartphoneindustry.For the purpose of this study, a theoretical framework marks out the relationships between social influence, sales promotion, variety seeking and brand switching. Themethodologyadopted for thisstudy comprised of a quantitative researchdesign,followingapositivistic research paradigm. A sample of 500 young smartphone users from the population of major cities of Pakistan was approached using purposive-sampling method,from which 482 responses were acknowledged. The data was collected via the survey method,following close ended questionnaires. The data was then analyzedby applying the structural equation modeling technique. The research findings filled in theresearch gaps by revealing apositive relationshipbetweensocial influences, variety seekingand sales promotion onbrand switching. However,brand loyalty was found to have a significantunfavorableimpacton these relationships. Brand loyalty weakens the relationship of social influence, variety seeking and salespromotion with brand switching.Hence, the presence of brand loyalty restrictsconsumers from switching theirsmartphone brand due to the influenceof the above mentionedfactors.

Background: Mal-practices are the unethical marketing practices which are undertaken by mostly pharmaceutical companies to influence the doctors to prescribe their products to the patients. Objective: This study aimed to identify different kinds of mal-practices that exist in pharmaceutical companies of Pakistan and to inquire how these mal-practices influence the financial and health position of the patients. Methods: The exploration is based on interpretivism research paradigm with intention to underpinning in-depth realities. Data were collected through audio and video recorded semi-structured interviews from the doctors, pharmacists, and medical representatives of different pharmaceutical companies in Pakistan. Qualitative data was analyzed via NVivo software to explore different themes of the study. Results: Outcomes of this study demonstrate various kinds of mal-practices by pharmaceutical companies. The research that is reported in this research paper is groundbreaking and innovative. Conclusion: Findings suggest that pharmaceutical mal practices have ultimate impact on patients’ health and their pockets. Clients suffer from prolonged treatment, expensive medication, additional unneeded medicine, health hazards and below standard medication.