Purpose: The basic aim of the current study is to investigate the impact of integrated marketing communication on customer loyalty especially in the individuals living in South Punjab, Pakistan. Design/Methodology/Approach: The paper focuses on a survey with a 7.0-point Likert Scale questionnaire using 55 items including all variables and constructs. The sample population was used from South Punjab, Pakistan comprising of individuals living in this area. PLS-SEM was used as an analysis tool for this quantitative data. Findings: The primary finding of the study is to use the innovative technology so as to provide the new and unique features within brands so as to enhance the loyalty within customers. Implications/Originality/Value: The study uses a single moderator and mediator which restricts the study to this domain only. Future research may use some other variables like brand trust and brand commitment as moderator and/or mediator to extend this current study. Moreover, future research may use longitudinal approach to avoid any data bias. The researchers focus on the technological advancement for product innovations so as to satisfy the needs and wants of customer which consequently leads to increase the customer loyalty towards the brands.  This study is novel in its nature as it discusses the relationship between IMC and Customer loyalty with the moderating effect of Product Innovation. The paper provides an illusion to the fact that the employees require the new and innovative brands which forces the companies to augment not only the features of their brands but the communication campaign as well

Leadership is considered the main asset for organizational success, as it leads to the work-life satisfaction of employees. Since employees are the backbone of any organization, workforce analytics are also believed to be of paramount importance in this competitive world. This research aims to investigate the influence of leadership styles (autocratic, visionary, and ethical leadership) on work engagement. The framework of the study was underpinned with Theory X and Theory Y. Total of 191 finalized responses out of 250 were gathered from professionals working on leadership roles in national and multinational organizations of the beverages industry of Pakistan. SMARTPLS was used for analyzing the validity and reliability of constructs and hypothesis testing. All hypotheses were accepted which shows the significant relationships of the proposed framework of the study, except the relationship between autocratic leadership and work engagement along with its mediating correlation with organizational trust. In practical terms, the findings of this research will assist management and organization in enhancing their focus on policy-making based on the perspectives of professional workers.

The High Performance Work System (HPWS) serves as a decisive tool that enables organizations to prioritize quality work. Despite this, instructors in both public and private higher education do not have a strong enough collective voice to influence its policies at the state and federal levels. This study focuses in particular on the instructors of Higher Education Institutions in Pakistan, to investigate the influence of the HPWS on Employee Welfare and Work Commitment in the context of COVID-19. Nineteen items on a 5.0-point Likert scale, with “1” denoting "Strongly Disagree" and “5” indicating "Strongly Agree" was included in a survey for this study that covers its three latent variables, i.e., HPWS, Work Commitment, and Employee's Welfare. 204 teaching professionals/instructors from higher educational institutions, both public and private, made up the study's participant pool. SmartPLS was used in the measurement and structural model analyzes with Confirmatory Factor Analysis and inter-construct correlation of this study. The study concluded that the HPWS has an implicit and substantial impact on Employee Welfare and determined that Work Commitment significantly mediates the association between HPWS and Employee Welfare. This study includes earlier research on HPWS with effective collaboration and opposing viewpoints. This study contributed to the existing literature novel by concentrating on the complexity of Employees' performance and their workplace environment. This study significantly implicates the HR strategists and managers that to enhance employee engagement with their jobs and duties and to improve employee welfare, academic and corporate institutions should have efficient HPWS implemented within their organizations.

This study aims in understanding the causal relationship between financial development and economic growth. This research used annual data and applied dickey fuller test and granger causality test in order to understand stationary level and causation in variables. The results of this test give support to first hypothesis that financial development causes economic growth. While no evidence was found on the support of our second hypothesis i.e. economic growth is causing financial development.

Purpose: The purpose of this paper is to find out the impact of the self-efficacy on work engagement in the employees working in the organization especially on the educationists (teachers and professors) working in the educational institutions of Southern Punjab, Pakistan. Methodology/Design: The paper focuses on the survey with a questionnaire containing 30 questions with 7-point Likert Scale ranging from 1.0 (Strongly Disagree) to 7.0 (Strongly Agree) inculcating all three variables (self-efficacy, organizational trust and work engagement). The sample population was obtained from the Southern Punjab including the teachers and professors working in the public as well as private sector institutions. Quantitative data was analyzed through Pearson Correlation and Multiple Linear Regression. Findings: The study finds the institutions pertaining to the higher education especially in South Punjab, Pakistan must focus on imparting self-efficacy within the employees to have high performance and growth.  Limitations/Future Research: The study was based on a single research approach for investigation i.e., quantitative which may affect the investigation’s outcomes. Furthermore, the findings of current study are cross-sectional. Future study may entail longitudinal study for investigating the relationship between self-efficacy and work engagement. Moreover, the study has been conducted with one mediator – organizational trust. Future research may go with more or other mediators like working conditions, employees’ motivations, goal progress. Practical Implications: The authors discuss the importance of the self-efficacy in the employees in order to enhance the work engagement within them through building the organizational trust. Originality/Value: This study is fist of its kind that discusses the relationship between self-efficacy as well as the work engagement with a mediating role of organizational trust. The paper highlights the importance of the self-efficacy while employees exert their efforts to achieve their objectives enthusiastically due to the trust they have in the organizations.  Keywords: Self-Efficacy, Work Engagement, Organizational Trust, Educationists, Higher Educational Institutions, Southern Punjab