Purpose This study aims to investigate the impact of corporate social responsibility (CSR) on the financial distress (FD) of firms listed on the Pakistan Stock Exchange (PSX). Furthermore, the moderating effect of corporate governance (CG) on the CSR–distress relationship is investigated in this study. Design/methodology/approach The final sample of the study includes 117 companies from 2008 to 2021. The sample firms' CSR engagement is assessed using a multidimensional financial approach, and the likelihood of FD is determined using Altman's Z-score. The governance level is measured using the governance index, which includes 29 governance provisions. To achieve the research objectives, the system generalized method of moments estimator is used. Furthermore, several tests are performed to assess the robustness of the study's findings. The analysis was carried out using STATA software version 15. Findings The authors find that CSR is significantly inversely related to FD. The governance mechanism was discovered to be inversely related to FD. Furthermore, corporate governance strengthens the negative relationship between CSR and FD. In addition, the authors find that CSR is significantly inversely related to FD in firms with strong CG mechanisms but has no effect on FD in firms with weak CG mechanisms. Practical implications The findings of this study provide policymakers, business managers, regulators and investors with a better understanding of the relationship between the quality of CSR investments and the likelihood of FD in Pakistani firms, as well as the role of CG in this context. Originality/value This study contributes to our understanding of the role of CG in the CSR-distress relationship in an emerging market. This suggests that policymakers should prioritize CG quality while anticipating the impact of CSR on corporate FD.

With the ongoing changes in the way buyer and seller communicate, organizations are concentrating on continuously improving their sales strategies. This study revolves around the basic concept of trust between buyer and seller. Much research is available on how the buyer-seller interaction can be improved but less research is available on how the past experiences of buyers or propensity to trust salespeople effect such relationship. Thus, this research mostly concentrates on these variables. The data for this research was collected in the form of questionnaires from both customers and salespeople. The data was tested through a Multi-Level Model in SPSS. The results from this research specify that the past experiences of customers and their propensity to trust salespeople has an extensive impact on the formation of trust between the buyer and seller. Furthermore, this study concludes that certain salespersons characteristics impact the relationship between the buyer and seller.