Vol. 4 No. 1 (2025): WINTER 2025

View Vol. 4 No. 1 (2025): WINTER 2025

(January-March)

Published: 2025-03-30

Articles

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When AI Meets Consumer Behavior: Exploring How Human-Like AI Chatbots Shape Trust in Consumer Purchase Intentions

Altaf Hussain Pirzado, Abdullah Babar, Maria Guadalupe Arcos Castillo, MD Musfiqur Rahman, Miriam Elisante Muro

doi https://doi.org/10.63062/trt/WR25.051
In recent times, the technology of artificial intelligence (AI) has been evolved in almost all domains and has significantly benefited customer lives. In fact, consumer-facing technologies have become the most popular and in-demand services. Given the increasing admiration of AI chatbots as a means to promote and support the positive consumer experience, understanding how AI chatbots influence consumer behavior is critical for both marketeers and researchers. However, despite numerous studies being explored on AI technology, there is an absence of comprehensive research examining AI chatbot interaction quality in shaping trust and, consequently, consumer purchase intention. Our research aims to present an empirical investigation how human-like AI chatbot engagements influence consumers’ trust and purchase intentions, whilst focusing on mediating role of humanization. Our study employs SEM (Structural Equation Modeling) using Smart-PLS 4 analyzing data collected from 366 respondents obtained through a self-administered questionnaire. Henceforth, our results show that the quality of interaction with AI chatbot improves trust and has a positive effect on consumer purchase intentions. Furthermore, this study provides significant insights into the behavioral implications of AI chatbots, whereas human-like characteristic enhances the effect of trust on purchase intention. This also contributes to the understanding of AI in marketing by proposing a novel perspective to appreciate humanization in AI-driven consumer interactions.
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1-13
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Investigating the Interplay Between Mindfulness and Academic Stress Among Undergraduate University Students of Peshawar

Palwasha Khalid, Saleha Javaid Peracha, Dr. Tabassum Faiz Solehria, Prof. Dr. Mehar Bano

doi https://doi.org/10.63062/trt/WR25.053
This research delves into the link between academic stress and mindfulness among undergraduate university students in Peshawar. The study involved 200 students from various universities in Peshawar (selected sample universities were University of Peshawar, CECOS University, Islamia University, National University of Modern Languages and City University), aged 18 to 25, and chosen through a multi-stage random sampling method with age and gender stratification. The Perceived Stress Scale (PSS) gauged how situations impact emotions and disrupt academics, while the Mindfulness Attention Awareness Scale (MAAS) measured mindfulness levels alongside demographic data. Statistical Package for Social Sciences (SPSS) was utilized for data analysis, encompassing descriptive and inferential stats, psychometric properties, Pearson correlation coefficient, and independent sample t-test. Findings revealed a significant negative correlation between mindfulness and academic stress, affirming both hypotheses, indicating that higher mindfulness related to lower academic stress among undergraduate university students at university level.
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14-21
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Exploring the Impact of Social Media on Dietary Decision-Making and Nutritional Patterns

Dr. Ghulam Safdar, Mahnoor Bibi

doi https://doi.org/10.63062/trt/WR25.052
The study set out to determine the extent to which the media, and its practitioners, context, diet mentalities and emotions affect an individual's food choice and nutrition through social perceptions. In this survey, which was conducted in Rawalpindi and Islamabad, Pakistan, data was collected from (n=223) respondents, both male and female, using purposive sampling. The quantitative method was applied alongside. Analysis of the data provided insight into how media strategies could be reshaped to promote healthy eating habits and inform public health policies. It was found that people's eating habits are adversely influenced by advertisements, cultural practices, and information dissemination, and such practices, in turn, adversely affect food and general nutrition. Rather, food products are marketed for ease of use and attractiveness, and in turn, the use of processed and unhealthy food becomes commonplace. Also, the media has the potential to induce healthy eating practices and educate people on nutrition. All things considered, this research advances our knowledge of the significant influence that the media has on dietary preferences and nutrition, opening the door to more successful interventions and laws that will lead to better public health outcomes.
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22-30
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Barriers and Opportunities: The Influence of Social and Cultural Dynamics on Girls' Secondary Education in Tribal Regions of Khyber Pakhtunkhwa, Pakistan

Kefayat Ullah

doi https://doi.org/10.63062/trt/WR25.054
Girls' education is one of the persistent dilemmas facing mostly tribal regions of developing countries, including Pakistan. This study explores the complex social and cultural factors that influence girls' secondary education in the tribal regions of Khyber Pakhtunkhwa, Pakistan, specifically focusing on the district Bajaur. The study aims to explore the barriers and opportunities surrounding post-primary girls' education. In this qualitative study, eighteen (18) male guardians of the girls were recruited for in-depth interviews using an interview guide through a purposive sampling technique. Thematic analysis technique was utilized to analyze the data while engaging "equity of opportunity in education" discourse as a theoretical framework to examine the socio-cultural dynamics of the region. The findings illustrate that most of the participants support both boys' and girls' secondary education, and many perceive the cultural environment as conducive to girls' secondary education. However, the study also reveals multifaceted challenges faced by young girls, including governmental neglect, illiterate parents, and the unavailability of educational facilities. These are the key barriers that discourage girls from pursuing post-primary schooling. The study offers key policy recommendations and highlights its theoretical and practical contributions to tackling the educational disparities faced by girls in tribal areas.
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31-43
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Impact of Green Financing on Corporate Reputation and Performance: The Mediating Role of Sustainability Practices

Muhammad Waqas Nazir, Muhammad Fahad, Muhammad Ali, Laraib Zaman

doi https://doi.org/10.63062/trt/WR25.057
This study investigates the impact of green financing on corporate reputation and financial performance, with the mediating role of sustainability practices in Pakistan. The research focuses on the districts of Lahore, Faisalabad, Sargodha, and Sialkot. Using a quantitative approach, data were collected from 350 respondents across industries such as textiles, energy, and agriculture through structured surveys. Statistical analysis via SPSS 25 and Structural Equation Modeling (SEM) revealed that green financing positively influences corporate reputation and financial performance, with sustainability practices amplifying these effects. The findings highlight the importance of integrating green financing and sustainability practices to enhance corporate outcomes, stakeholder satisfaction, and long-term profitability. This study contributes to sustainable business literature and offers actionable insights for organizations and policymakers.
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44-55
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From Students’ Disruptions to Engagement: The Mediating Role of Classroom Management Strategies in Public Secondary Schools

Dr. Asia Zulfqar , Dr. Ekaterina Gavrishyk, Dr. Nadia Gilani , Muhammad Asghar

doi https://doi.org/10.63062/trt/WR25.055
Classroom management is often conceptualized as the process of organizing and regulating classroom activities to enhance the effectiveness and efficiency of learning. A well-managed classroom fosters student engagement and minimizes disruptions. Given the significance of this issue in secondary schools, this study aimed to explore the relationship between student engagement and disruptive behaviors, with classroom management strategies as a mediating factor in public secondary schools. A quantitative survey was conducted to collect data from secondary school teachers using a simple random sampling technique, resulting in a sample of 630 teachers. To ensure reliability and validity, existing standardized instruments were used for data collection. Data analyses were performed using SPSS, employing simple linear regression, the Sobel test, and an independent samples t-test. The findings revealed a significant relationship between student engagement and classroom management strategies. Additionally, a significant relationship was observed between students’ disruptive behaviors and classroom management strategies. Although some variability was present in the results, the overall findings indicate that effective classroom management strategies positively impact student engagement while reducing classroom disruptions. Furthermore, the study found that while male and female teachers generally employed similar strategies to engage students and minimize disruptions, their specific classroom management approaches differed.
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56-68
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Protest Movements and Political Changes in ‘Managed Democracies’: A Study of Umbrella Movement, 2014 in Hong Kong

Aneela Akbar, Safia Jawad, Mian Raza Shah

doi https://doi.org/10.63062/trt/WR25.060
The second decade of the 21st century can truly be called an era of protests and social movements. These movements emerged equally in both democratic and non-democratic states. Hong Kong, the semi-autonomous region of China was jolted by one such movement called the Umbrella Movement. Though the movement had long historical roots, perhaps the immediate reason for its emergence was the controversy surrounding the election to the office of the Chief Executive. Tens of thousands of people occupied the central parts of the city center for more than two months. Though people bore all kinds of hardships and troubles but could not achieve anything at the end. This paper is about the causes for the emergence and ultimate failure of the Umbrella Movement, launched in the year 2014 to preserve the autonomous status of Hong Kong.
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69-74
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Financial Development and Sustainable Development: Evidence from Asia

Sidra Waheed, Dr. Ammara Mubashar, Shoaib Ghulam, Nayab Fatima, Dr. Shahzad Hussain

doi https://doi.org/10.63062/trt/WR25.058
The objective of this research is to forecast sustainable development within South Asian countries from 2009 to 2021. Employing endogenous theory, the study examines how financial development facilitates sustainable economic development through trade, foreign direct investment (FDI), and tourism. The ordinary least squares (OLS) regression method is utilized to analyze this relationship. This research underlines the essential role of robust financial institutions and sound regulation in promoting financial growth to achieve sustainable economic growth and builds on current understandings of the intricate connection between these factors. The study explores the relationship between financial growth and sustainable development in South Asian countries. The conclusions drawn from the analysis highlight the synergy between economic sustainability and environmental well-being. By aligning the financial sector with sustainable development goals, the region could lay the groundwork for enduring economic stability and enhance living standards. Important lessons about fostering sustainable economic growth and formulating effective policies could be gleaned from this investigation by policymakers and practitioners. The findings also have implications for the environment.
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75-86
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The Future of Digital Learning in Pakistan: Assessing the Effectiveness of AI-Powered Personalized Learning, Virtual Reality Classrooms, and E-Learning Platforms in Higher Education

Dr. Zahid Hussain Sahito, Dr. Farzana Jabeen Khoso, Jadul Phulpoto

doi https://doi.org/10.63062/trt/WR25.063
Technology has continued to advance in the various sectors of society and education has not lagged behind. Technology-enhanced learning has now become a change of paradigm more evident in the general usage in higher learning institutions where traditional classroom teaching is increasingly complemented and in some instances, replaced by digital means of teaching. Integrating Artificial Intelligence (AI), Virtual Reality (VR), or E-learning platforms can extend and enhance learning methods and approaches, thus changing the method of delivery, mode of learning, structure, and technology (Selwyn, 2016). These technologies have now become popular in various countries to facilitate students and improve their performance and; Pakistan is not left behind and is gradually and slowly implementing these facilities. However, AI in education, advanced learning, VR classes, E-learning platforms, and their applications have not been effectively adopted for effective academic learning in Pakistan's higher education effective and scalable learning (Naseer et al., 2025). Distance learning platforms such as Learning Management Systems such as Moodle, Coursera, and local VUI have provided ease by giving access to students especially those in remote areas (Ahmed et al., 2023). The central objective of this research is to determine the reliability of implementing AI learning, virtual classrooms, and e-learning solutions in Pakistan's higher learning institutions. Through evaluating the performances of technology in enhancing learning, and increasing student participation and student performance, this study will unveil the role of digital learning in the future learning environment in Pakistan (Warschauer, 2007).
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87-96
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Re-Examining Multi-Polarity as a Concept & as a Practical Reality: Scrutinizing the Rise of Emerging Powers and the World Order

Syed Aizaz Ali Shah, Sanaullah, Hamza Abdur Rab

doi https://doi.org/10.63062/trt/WR25.062
This paper critically examines the claims surrounding the emergence of a multipolar global order, using a qualitative methodology grounded in theoretical analysis and case study evaluation. While the decline of U.S. hegemony is often cited as the catalyst for multipolarity, the study argues that structural, institutional, and ideological factors continue to sustain U.S. dominance. By analyzing the roles of China and Russia as alternative poles, the research identifies their internal constraints, asymmetrical partnerships, and limited global appeal. The paper concludes that the fragmented and interdependent nature of contemporary power dynamics challenges the viability of a fully multipolar order, emphasizing the absence of cohesive alternatives to the U.S.-led system. This study contributes to ongoing debates on power transitions and the future of global governance.
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97-108
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Cultural Representation and Hybrid Identity Formation in Punjabi Cinema: Exploring the Punjabi Diaspora in North America

Abbas Jan, Dr. Tahir Jamil, Khalil Ur Rehman

doi https://doi.org/10.63062/trt/WR25.064
This study examines the concept of hybridity in Punjabi cinema, exploring how character representations authentically depict the diasporic Punjabi identity in North America. Furthermore, it analyses the transformative impact of Punjabi cinema on these identities that shape and redefine their cultural expressions and experiences. In this research, the postcolonial theories of Homi K. Bhabha, Edward Said, and Stuart Hall have been used to investigate how Punjabi films portray the complex relationship between traditions and modern influences through the concept of Hybridity. Films such as Aaja Mexico Challiye (2017), Pind America (2023), Ashke (2018), and Jatt & Juliet 2 (2013) serve as case studies to illustrate the negotiation of diasporic cultural identities that highlight the media's influence in shaping and articulating new hybrid cultural forms. The findings suggest that Punjabi cinema is more than just a medium of entertainment; it also reflects the diasporic experience. It serves as an active space where a transcultural identity is shaped, one that resonates with the realities and evolving needs of the Diaspora. This insight adds depth to cultural studies by highlighting the complexities of identity formation in a globalised world. It also reveals how individuals within the Diaspora continuously negotiate, adapt, and transform their cultural identities in response to changing circumstances.
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109-122
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Exploring Stereotypes: An Examination of Social and Cultural Stereotypes through Discourse in Films with Case Study of “Zindagi Tamasha”

Ayesha Nazir Gill

doi https://doi.org/10.63062/trt/WR25.066
Stereotypes are prevalent and entrenched societal attitudes that emerge in various forms. Over the years, films have significantly contributed to the portrayal and reinforcement of these biases. This study examines, via comprehensive cinematic analysis, the depiction of many stereotypes in the Pakistani film "Zindagi Tamasha". This study uses concepts from cultural studies to examine how the film challenges conventional beliefs, engages with societal norms, and initiates discourse on Pakistani culture. The study employs an interdisciplinary approach, recognizing that various facets of our identity—such as gender, religion, and financial status—shape our beliefs. Thoroughly analyzing the narrative, language, imagery, and character development the researcher facilitates the assessment of the picture and its societal significance. Two primary ethical concerns are: adherence to regulations about appropriate usage and the acknowledgment of diverse cultural backgrounds. The study seeks to elucidate how "Zindagi Tamasha" contests prevailing notions, so contributing to the continuing discourse on cultural representation in Pakistani cinema. This study examines the portrayal of multiple stereotypes in the Pakistani film "Zindagi Tamasha" through a wide-ranging cinematic analysis, utilizing Teun A. van Dijk's theoretical framework on discourse and social representation. By applying impressions from cultural studies, the research explores how the film challenges conventional beliefs, engages with societal norms, and initiates discourse on Pakistani culture. Rahat's distinctive movement, particularly his dancing, directs our attention to the influence of language and discourse on our comprehension of moral concepts.
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123-137
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Review of Effective Communication Strategies and Employee’s Performance at Workplace Lahore, Pakistan

Nadia Asar Khan, Dr. Sarosh Iqbal, Dr. Sidrah Maqsood

doi https://doi.org/10.63062/trt/WR25.065
Efficient communication is pivotal for creating and promoting a productive culture for a harmonious work atmosphere within organizations while encouraging employees for optimal performance. This research aims to review the effective communication strategies at organizational workplaces and their effects on employee performance in the local Pakistani context. This review paper was developed, using both primary and secondary data. The secondary data was extracted from varied databases and repositories, such as JSTOR, Academia, Google Scholars, and Research Gate, considering the accessibility. Addressing the review objective, key search terms were developed and 36 articles were selected. Further, secondary data was complemented with primary data, where a sample of four relevant organizations in district Lahore (Pakistan) was taken to visit and conduct face-to-face in-depth interviews with the concerned officials. A total of 08 in-depth interviews were conducted, followed by transcription. Review data was synthesized and thematic analysis was performed. It concludes that a clear and consistent flow of information between employers/managers and employees substantially enhances organizational effectiveness. The review acknowledges the prerequisite of two-way communication between employers/managers and employees to enhance efficiency at both ends. It fosters trust, reduces misunderstandings, and mitigates counterproductive work behaviors. This research highlights the importance of balancing modern communication technologies with traditional methods to enhance organizational performance and employee engagement. A hybrid communication approach can offer a more effective strategy for non-profit and public sector organizations, improving collaboration, clarity, and overall productivity.
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138-149
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Impact of Digital Adoption on Consumer Trust and Risk Perceptions

Dr. Sohaib Uz Zaman, Maha Mateen, Syed Hasnain Alam

doi https://doi.org/10.63062/trt/WR25.068
Using Social Cognitive Theory (SCT) as the base this research evaluates the elements affecting the digital adoption. The analysis evaluates the effects of self-efficacy, social influence, perceived trust, perceived risk together with facilitating conditions on the behavioral intention of online pharmacy adoption. The study evaluates how observational learning impacts the connection between behavioral intentions to adopt digital options. The research implements a quantitative design through survey data collection from 350 participants using online digital platforms. To measure the effectiveness, a 5-point Likert scale was used. Data collection used convenience sampling methods while the data analysis involved PLS-SEM (Smart PLS 4) to evaluate the assumed relationships. Behavioral intention receives significant impact from self-efficacy together with perceived trust but adoption behavior experiences positive effects due to perceived risk. Social influence strengthens trust and adoption between consumers and online pharmacies and observational learning provides additional advantages to their engagement. This research yields guidance which helps both online pharmacy providers and policymakers and healthcare regulatory bodies. The adoption rates can expand by strengthening trust mechanisms and implementing digital literacy education together with maintaining regulatory compliance.
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150-172
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Relationship Between Psychological Skills and Performance Among Cricketers in Pakistan: Mediating Role of Emotional Intelligence

Muhammad Umar Fayyaz, Dr. Amna Hanif Tarar

doi https://doi.org/10.63062/trt/WR25.067
This study explores the relationship between psychological skills and performance among domestic/international cricketers in Pakistan, highlighting the mediating role of emotional intelligence (EI). Purposive sampling technique was used in the study, permission to collect data was taken from the Pakistan Cricket Board, and data from 100 elite cricketers i.e. 50 males and 50 females who represented Pakistan's national side and domestic regions through Pakistan Cricket Board were analyzed through standardized tools i.e. Test of Performance Strategies (TOPS), Psychological Skills Inventory for Sports (PSIS) and Schutte Emotional Intelligence Scale (SEIS). Results indicate significant positive relationship between psychological skills and performance, with Emotional Intelligence enhancing the application of mental strategies under pressure. Males and elite-level cricketers exhibited higher psychological skills and emotional intelligence than their female counterparts having only regional experience. Limitations include self-reported data and a small sample size. The findings suggest integrating psychological skills training and emotional intelligence development into coaching programs to improve cricketers’ performances and decision-making.
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173-183
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Education, Poverty, and Economic Growth Nexus in Pakistan

Dr. Sidra Ilyas, Dr. Khawaja Asif Mehmood, Sidra Saeed

doi https://doi.org/10.63062/trt/WR25.071
This study examines the correlation between education, poverty reduction, and economic growth in Pakistan for the period 1972 to 2023. The analytical procedure of Autoregressive Regressive Distributed Lag (ARDL) reveals that long-run relationships are evident in education, poverty, and economic growth. Education positively influences economic growth and is found to reduce poverty. The study emphasized the connection between economic growth, poverty, and education, highlighting the importance of education in improving socioeconomic standing and reducing poverty. The study concludes that education is a major factor contributing to Pakistan's economic growth and poverty alleviation. It advocates policies promoting economic growth and addressing poverty issues.
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184-193
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Comparative Analysis of Stress Level and Mental Well-Being in Rural and Urban Residents

Aina Sabir, Dr. Asma Sikandar, Noshaba Ajaz

doi https://doi.org/10.63062/trt/WR25.070
Mental health includes our emotional, psychological, and social well-being. It affects how we think, feel, and act. It also helps to determine how we handle stress. The current study aimed to examine stress levels and mental well-being among rural and urban residents. This study compares stress levels and mental well-being between rural and urban residents, considering socio-demographic factors such as gender, employment, and marital status. A sample of 294 participants (166 rural, 128 urban) was selected through convenient sampling. The Perceived Stress Scale and Psychological Well-being Scale were used to assess mental health outcomes. Statistical analyses included independent sample t-tests and correlation analyses to examine differences and relationships among variables. Findings revealed a negative correlation between stress and mental well-being. Rural residents reported higher mental well-being compared to urban counterparts (t=0.5, p=.01), while urban residents exhibited higher stress levels (t=9.5, p=.01). Gender differences were observed, with rural males and females scoring higher on mental well-being (t=5.7, p=.02) and urban males and females experiencing greater stress (t=9.6, p=.02). Married individuals had higher well-being (t=8.6, p=.02), whereas unmarried individuals higher on stress (t=0.4, p=.02). Employed individuals reporting better well-being (t=0.5, p=.03), while unemployed individuals exhibited higher stress (t=3.5, p=.02). The study highlights the significant impact of residential environment and socio-demographic factors on stress and well-being. These findings emphasize the need for tailored mental health interventions, especially for urban populations experiencing high-stress levels.
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194-203
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Exploring the Role of Artificial Intelligence at Postgraduate Education: Insights from Islamabad

Dr. Sadaf Zamir Ahmed, Dr. Sheikh Tariq

doi https://doi.org/10.63062/trt/WR25.072
Artificial Intelligence has changed higher education, especially at the higher level where critical thinking, creation, and knowledge acquisition are primary. This paper looks into the combination of ChatGPT in postgraduate pedagogy in Islamabad, investigating its outcome, performance, situation, and future potential. This paper explores the integration of ChatGPT in postgraduate education in Islamabad, investigating its impact, benefits, challenges, and future prospects. This study adopted a quantitative survey design to explore the use of ChatGPT in postgraduate education in Islamabad. A structured questionnaire was used, targeting postgraduate students and university faculty. Findings underscore ChatGPT’s dual role as an enabler and disruptor in higher education, necessitating balanced integration strategies. To increase ChatGPT's benefits while mitigating risks, the following actions are proposed. Define standard use, attribution standards, and punishment for misuse (e.g., plagiarism). Offer workshops for students and faculty on efficient, ethical AI use. Provide IT resources to troubleshoot usage barriers (e.g., access, technical errors). To increase ChatGPT's benefits while mitigating risks, the following actions are proposed.
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204-215
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Barriers of English as Medium of Instruction at Secondary Level in Public Sector Institutions of Gujrat

Dr. Iftikhar Haider Malik, Dr. Usman Ahsan, Dr. Tehseen Sarwar

doi https://doi.org/10.63062/trt/WR25.074
In the world of scholars and academicians English language is used at its top level. During the last decade, English has enjoyed its true status at all levels of learning in Pakistanis institutions. However, the teaching and learning English has not been satisfactory. This research study probes the barriers to executing English as a Medium of Instruction (EMI) at the secondary level in public sector institutions of Gujrat City. The aim of the study is to explore the barriers that teachers face while teaching the subjects in English. Findings show that writing in English and conveying the concepts in English to students is a barrier for the teachers .As English is not the native language of teachers therefore, speaking and reading are also a barrier. Experiences of the teachers are in their mother tongue and national language, so explaining the concepts in English is hindrance for them. The study underscores the need for targeted teacher training, curriculum reforms for the effectiveness of EMI policies. Recommendations are provided to bridge the gap between policy and practice, ensuring equitable access to quality education through EMI. The study points out the factors and the barriers faced by the teachers. The inspiration of the study comes from the problems of secondary students which they are facing in learning English. It is a quantitative study and survey was conducted through questionnaire. The data was collected from the female teachers of government girls and boys secondary schools located in Gujrat City.
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216-225
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Balancing the Dual Burden: A Study of Household Responsibilities Among Women in Educational Management

Dr. Samina Rafique, Dr. Khadija Karim, Dr. Sadia Suleman Khan

doi https://doi.org/10.63062/trt/WR25.077
Women in leadership positions in education often face a dual burden: fulfilling professional responsibilities while also managing domestic responsibilities. The study examines the nature and extent of the household responsibilities that women in positions of learning exercise and how these domestic roles affect their professional experience. Despite the increasing participation of women in higher education institutions, their participation in the management is still limited. The study focuses on understanding the socio-cultural, organisational and personal dynamics that shape this dual role, especially in relation to Pakistan. For the data collection of female administrators at the International Islamic University Islamabad and Fatima Jinnah Women's University Rawalpindi, a mixed methodology was used, with a self-developed questionnaire and a semi-structured interview guide. Universal sampling was used in the selection of sample. Quantitative data were analyzed through frequencies and percentages, while qualitative responses were thematically observed. Findings shows that women managers continue to tolerate an inconsistent part of domestic responsibilities, often without sufficient institutional support. Cultural expectations, family obligations, and work-related stress significantly affect their leadership performance and career progression. The study recommends targeted policy reforms, leadership training, and institutional support systems to help women efficiently balance their professional and domestic roles. Improving societal acknowledgement of women’s leadership potential is also important to develop more general and unbiased academic environments.
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226-236
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Financial Literacy and Beyond: A Multidimensional Analysis of FinTech Adoption Behavior in Emerging Economies

Muhammad Hassan Kamal, Abdul Waqar Khan, Dr. Jaweria Ali, Muhammad Ibrahim, Muhammad Ali

doi https://doi.org/10.63062/trt/WR25.073
Research analyzes multiple factors affecting FinTech Behavioral Adoption (FBA) selection by Pakistani MSME managers by evaluating digital financial literacy levels and business operational experience, and perceived behavioral control abilities. This study fills a significant model's deficiency that ignores financial literacy's complex behavioral characteristics, even though it excludes its psychological and behavioral aspects. The research explored three mediation effects of knowledge, attitude, and behavior on the connection between business experience and FinTech usage, together with the adoption influence of perceived financial control within lower literacy evaluation settings. A quantitative cross-sectional research approach was used to gather data from 356 SME business managers who then performed PLS-SEM analysis through SmartPLS version 4. Research data indicates FBA receives business experience input through digital financial knowledge (β = 0.81), attitude (β = 0.47), and behavior (β = 0.36). Managers with lower financial literacy have reduced perception of control (β = 0.78), which leads to a decreased adoption behavior (β = 0.32). The research establishes its value through characterization of a FinTech adoption model, which sequentially links TPB to Financial Literacy Theory.
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237-255
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Spatial Analysis of COVID-19 with Associated Multimorbidity and Environmental Dynamics using Google Earth Engine in Balochistan, Pakistan

Niamat Ullah, Dr. Shafi Ullah, Sabiha Mengal, Dr. Shanila Azhar, Dr. Said Qasim

doi https://doi.org/10.63062/trt/WR25.078
COVID-19 has caused a death toll of over 7 million. COVID-19 has proven to have hostile effects on human health, industrial production, the economy, social functioning, and international relations. The pandemic of the SARS-CoV-2 virus is also causing mismanagement of other diseases such as respiratory, cardiovascular, arboviral, metabolic, neural diseases, and hypertension. These alarming situations of multiple co-infections are the cause of serious public health concerns globally. The study aims to explore the effect of the COVID-19 pandemic on routine and emergency care for multimorbidity in Balochistan. This involves both primary and secondary data sources. Primary data was collected through a field survey, while secondary data was obtained from the World Health Organization, the government of Balochistan, and remote sensing. Density analysis was carried out to generate the density maps of COVID-19 cases with associated multimorbidity across all the districts of Balochistan in a geographic information system environment using ArcMap 10.8.2. Remote sensing data acquired from Sentinel 5P through Google Earth Engine was used to analyze environmental parameters such as nitrogen dioxide, sulfur dioxide, carbon monoxide, ozone, and land surface temperature during the COVID-19 years. The findings of this study indicate that multimorbidity was a risk factor for COVID-19 severity and that the risk increased with the morbidity burden. This study also shows that urban populations are more vulnerable to the risk of multimorbidity with COVID-19 than those in rural areas. The results strongly recommend the implementation of modified tactics for patients with multimorbidity and a lack of facilities.
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256-272
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Agenda Setting and Framing of Water Issue: Analyzing the Role of Press in Pakistan

Farrukh Nazir, Muhammad Farooq, Muhammad Bilal Bhatti, Muhammad Zain Zamir

doi https://doi.org/10.63062/trt/WR25.079
The media shapes public opinion and covers every social problem. Investigating "News Treatment of the Social Issues and Shaping the Public Opinion: The Agenda-Setting Function and Framing of Press in Pakistan" was the primary focus of this study. The study's goals were (a) to investigate how the two daily, Dawn and Jang, covered the social issue of clean drinking water. The objectives of the study were: (a) To analyze the distribution by gender when establishing the agenda and defining the importance of the social issue. (c) To determine the scope of social topics covered by Dawn and Jang, the two daily. (d) Examining the public agenda from the media viewpoint. (e) To determine the extent to which the readership of the two daily, Dawn and Jang, has changed their perceptions. Jang Lahore and the Daily Dawn made up the population. The sample consisted of news articles about the study's social issues that appeared on the front and back pages between January 1 January 1, 2015, and December 31 December 31, 2015. Using a suitable sampling technique, a sample of 300 respondents was chosen to represent the opinions of readers of these newspapers. One tool used to gather public opinion was a questionnaire. The main finding was that, in terms of news placement, Jang Newspaper covered every topic more extensively than Dawn. The Jang Newspaper's agenda is influenced by public opinion on clean water, suggesting that both newspapers should cover all social issues, advance the public agenda, and consider agenda-setting and framing concepts when reporting.
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273-286
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Resilience as a Bridge: Unpacking the Impact of Workplace Bullying on Servant Leadership in SMEs

Zainab Ayesha Rubab, Shagufta Ejaz, Aleena Mukarram, Dr. Saima Aftab, Dr. Shahzad Hussain

doi https://doi.org/10.63062/trt/WR25.081
Bullying at work is a serious organizational problem that has a detrimental effect on workers' productivity and well-being. This study looks at how servant leadership might improve employee resilience and lessen bullying in the workplace. A quantitative research design was used to gather information from 130 workers in a range of examined servant leadership effects on small and medium enterprises within Rawalpindi and Islamabad. Research reveals that servant leadership effectively boosts work-related resilience while simultaneously reducing workplace bullying perceptions. Research findings apply the Conservation of Resources Theory (COR) as their theoretical foundation. Resilience played a mediating role, which explained how servant leadership and bullying at work relate to each other. The collected data contributes to research about organizational behaviour and leadership while stressing the urgency of developing servant leadership principles to build supportive work environments. Serious Leadership stops workplace bullying through employee resilience that functions as a connecting factor. Servant Leadership serves as a single-click remedy that resolves all corporate issues and fraud schemes.
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287-298
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Food Security Challenges in Rural Pakistan: Analyzing the Socio-Economic and Farming Dynamics

Dr. Bushra Pervaiz, Dr. Muhammad Qasim Manzoor

doi https://doi.org/10.63062/trt/WR25.083
Despite being an agrarian economy, food insecurity is a major challenge in Pakistan. This highlights the need for deeper insight for ensuring food availability and affordability for all. The study aimed to explore the root causes of household food insecurity in Punjab province. Primary data on structured questionnaire was collected from 237 farming households based on multi-stage cluster sampling technique. The analysis of the data revealed that fewer than two-thirds of households had reliable access to food in Punjab. The logistic binary regression provided insights about determinants of food security at household level. The larger families, typically those with four or more members, were found to be relatively more food secure. The older household heads and those with limited education were observed to be vulnerable to food insecurity. The availability of agricultural resources, such as tractor ownership and land title, indicated better chances of being food secure. However, the livestock and irrigated land was found to have poor odds of food security. This could be due to challenges associated with effective management of these assets. It was concluded that education, particularly up to primary level, may be imparted to the rural households for increasing food security in the short-run, targeted support for larger families was required to maximise their labor potential, and small-scale farmers needed to be provided better access to farm machinery and land title or land tenure security.
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299-310
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Engagement of Students in Learning in Higher Education: The Role of Academic Library Spaces

Dr. Muhammad Shoaib, Amina Shamsher, Isha Iftikhar

doi https://doi.org/10.63062/trt/WR25.086
The paper aims to examine the role of academic library spaces to enhance engagement of students in learning in higher education. It has been observed that students engage themselves in different library spaces for learning purpose. This study has been conducted in public sector university and quantitative in nature. The students of sociology and economics constitute the population and a sample of 212 students has been selected through classified random sampling technique. A cross-section survey has been conducted using structured questionnaire based of different sections having an attitudinal scale of (dis)agreement. A pilot testing has also been done to check the reliability (Alpha value 0.700 and above). The data analysis has been done using normality test and Kendall's tau_b to draw results and conclusion. The study findings point out that silent zone spaces, creative learning, and collaborative learning have positive correlation and significant effects on engagement of students in learning. Similarly, communication skills learning, active learning, and effective learning have also correlated with engagement of students in learning in higher education. However, engagement of student has also been linked having correlation with creative learning, collaborative learning, communication skill learning, active learning, cognitive learning, effective learning, and job oriented learning. The overall, conclusion of the study indicates that engagement of students in learning has been linked with the academic library spaces in higher education.
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311-328
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The Social Media Engagement of Islamabad Traffic Police in Crisis Situations: A Case Study of 2024

Hamayun Khan, Usama Ihsan, Dr. Noman Ahmed Ansari

doi https://doi.org/10.63062/trt/WR25.087
This research examines how the Islamabad Traffic Police (ITP) utilized Facebook in 2024 to manage traffic during crisis situations like VIP movements, protests, foreign delegations, and national events (i.e. Independence and Defense Days). The year 2024 has almost all sorts of events that can cause traffic congestion issues, the recent completed year, and Facebook posts are easily available. Through qualitative content analysis of 2,309 Facebook posts, the study identifies key communication strategies employed during disruptive events. Findings reveal that ITP's crisis communication on Facebook was largely effective, particularly through real-time updates and the use of visual content—videos in Urdu and infographics—which significantly enhanced public awareness and traffic management. Insights from interviews with the ITP social media team confirm that Facebook and TikTok are their most effective and active platforms for audience engagement. The shift from traditional to digital media has improved their ability to disseminate information and receive public feedback during emergencies. However, the study also notes areas for improvement, including the need for greater two-way communication, clearer protocols, and more localized messaging. This research highlights the critical and evolving role of social media in urban traffic crisis management and offers practical recommendations to enhance digital communication strategies.
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329-336
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A Critical Analysis of UK Legal Frameworks of Intellectual Property Laws and Artificial Intelligence (AI)

Dr. Shazia Kiyani, Dr. Rao Qasim Idrees, Rida Fatimah

doi https://doi.org/10.63062/trt/WR25.088
The artificial intelligence (AI) sector is expanding quickly internationally. According to the United States International Trade Administration Market Intelligence (2022), the UK's AI industry is expected to be worth approximately €17 billion, placing it third globally after China and the United States. This will necessitate the creation of a body of law for the regulation and shielding of AI-generated work. The intellectual property sector is struggling and is calling for a strong enough legal framework to accommodate the work that AI does. For example, the World Intellectual Property Organization (WIPO) has opened general comments about the relationship between AI and IP, recognizing the technology allows interested parties to participate in the conversation and allow for normal socioeconomic potential (WIPO Conversation on intellectual property IP and Artificial Intelligence (2020). Leveraging AI's advantages while guarding against and getting rid of its risks is the problem the UK faces. The United Kingdom boasts the highest concentration of artificial intelligence start-ups in the European healthcare and medical technology sectors. However, the UK's AI development and deployment capabilities pale in opposed to those of the United States and China, which are the world's leading nations in this domain. This article critically examines that how the AI creates impacts on IP laws in UK and proposes recommendations for better solutions.
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337-351
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Cultural Disputes in the Gulf: Saudi-Iranian Dynamics and the Role of International Organisations

Dr. Tahira Mumtaz, Ammara Tariq Cheema, Ibtasam Zafar Butt

doi https://doi.org/10.63062/trt/WR25.089
The research examines the cultural conflicts between Saudi Arabia and Iran in the Gulf. Such conflicts result from historical, religious, and ideological differences. Conflict is rooted in sectarian cleavages, political differences, and contrasting political systems. Research posits that tensions heightened following the Iranian Revolution of 1979 and that this impacted regional conflicts, resulting in proxy wars in Yemen, Syria, and Iraq. The research employed a qualitative method, encompassing a literature review and primary sources like UN and ICJ declarations. Saudi Arabia and Iran should engage in diplomatic negotiations to resolve disputes peacefully, resolve humanitarian crises, diversify their economies, and employ international mediation to establish confidence. They ought to approach international organizations for collaboration and resolve tensions in the Middle East through openness and collaborative enterprises.
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352-364
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Workplace Diversity Management for Strengthening Organizational Commitment and Minimizing Discrimination Perception: The Mediating Role of Inclusive Climate

Abdul Majid, Dr. Syed Muneer Ahmed Shah, Naveed Ahmed Mahar, Zubair Ahmed Pirzada

doi https://doi.org/10.55737/trt/WR25.099
Diverse nursing teams can elevate care quality, yet unmanaged differences may erode morale and foster perceptions of discrimination. This study investigates how workplace diversity management (WD) practices influence nurses’ organizational commitment (OC) and discrimination perception (DP) in Sukkur’s teaching hospitals, and whether an inclusive climate (IC) mediates these relationships. A proportionate stratified sample of 238 staff nurses completed validated measures of WD, IC, OC, and DP. Data were analysed with SmartPLS 4, using a two-stage approach that confirmed construct reliability and validity before bootstrapping structural paths (5,000 resamples). WD positively predicted OC (β = 0.40, p < .001) and negatively predicted DP (β = –0.32, p < .001). WD also exerted a strong effect on IC (β = 0.57), which in turn enhanced commitment (β = 0.33) and reduced discrimination perception (β = –0.28). Significant indirect effects (WD → IC → OC: β = 0.19; WD → IC → DP: β = –0.16) confirmed partial mediation. The model explained 48 % of variance in OC and 40 % in DP, underscoring IC as a key psychological mechanism translating structural diversity efforts into favourable attitudes. Findings highlight the need for visible, consistently enforced diversity policies and leader behaviours that nurture inclusion to retain committed nursing staff and curb discrimination in resource-constrained healthcare settings.
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365-373
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Development of Social Skills among Children with Autism Spectrum Disorder through Video Modeling

Danish Luqman, Muhammad Usman Khalid, Sana Fatima

doi https://doi.org/10.55737/trt/WR25.108
Children with Autism Spectrum Disorder (ASD) often experience significant challenges in developing social skills, which can impact their ability to engage with peers and function in various social contexts. This study explores the development of social skills among children with Autism Spectrum Disorder (ASD) through video modeling intervention. Two ASD students, aged 5-10 years, were selected using purposive sampling from a local therapy center. The aim was to assess whether video modeling could improve their social behaviors, such as greetings, sharing, and peer interactions. Prior to the intervention, a pre-assessment was conducted, where teachers identified challenges in teaching social skills to the children. A 40-50 second video, demonstrating appropriate social behaviors, was developed and presented to the children in a controlled environment. The children watched the video multiple times over several sessions, with opportunities to practice the learned behaviors. Data was collected through a behavioral monitoring sheet, where teachers tracked whether the children successfully imitated the modeled behaviors after each session. Follow-up sessions ensured retention of skills by encouraging real-world practice. Post-assessment was carried out to compare teachers' perceptions of the children's progress in social skills before and after the intervention. The findings suggest that video modeling is effectively enhancing social skills in children with ASD, particularly in greeting peers, sharing, and engaging in simple conversations. The results highlight the potential of video modeling as an effective tool for teaching social skills to children with ASD.
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374-399
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How Long-Distance Relationship Effects the Marital Satisfaction among Couples? Analyzing the Mediating Effect of Trust and Moderating Effect of Resilience

Halema Sadia, Dr. Mussarat Hussain, Tauqeer Ahmed Lak, Muhammad Mobeen, Zunaira Ghaffar

doi https://doi.org/10.55737/trt/SG25.114
Long-distance relationships (LDRs) bring significant challenges to the marital satisfaction due to the pressures of distance, diminished emotional bonding, and limited communication avenues. The study aims at assessing the mediating role trust and moderating role of resilience in the effect of LDRs on marital satisfaction. A cross-sectional design was adopted, and 400 married women residing in Pakistan, whose husbands work abroad, were recruited using purposive and snowball sampling techniques. Validated instruments used included the Couples Satisfaction Index (CSI-32) to measure marital satisfaction, the Connor-Davidson Resilience Scale (CD-RISC), and a standardized trust scale. Findings revealed a significant negative relationship between LDRs and marital satisfaction (β = -0.355, p < 0.001). Trust emerged as a strong mediator (β = 0.424, p < 0.001), while resilience moderated the negative impact of LDRs on marital satisfaction (β = -0.226, p = 0.002). A significant positive correlation was found between trust and resilience (r = 0.638, p < 0.01), suggesting their combined role in enhancing emotional intimacy and coping with separation-related stress. The study highlights the critical roles of trust and resilience in sustaining marital stability in LDRs and provides a foundation for developing interventions aimed at strengthening these dimensions in long-distance marital contexts.
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400-422
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Relationship between Students’ Depression and their Academic Performance at University Level

Dr. Muhammad Naqeeb Ul Khalil Shaheen, Sara Abid, Mahnoor Shaukat, Khatiba Akhter, Sulma Farooq

doi https://doi.org/10.55737/trt/WR25.116
This study was designed to examine the relationship between the level of depression among university students and their academic performance. This descriptive study used a cross-sectional survey including two universities, i.e. Mirpur University of Sciences and Technology (MUST), Mirpur, AJ&K and the University of Kotli, Azad Jammu and Kashmir (UoKAJK). The population of the study consisted of 2,920 students (1,660 from MUST and 1,260 from UoKAJK). The researchers used a stratified random sampling technique for the selection of a sample of 600 students (341 from MUST and 259 from UoKAJK). The research used a self-developed questionnaire in the current study for measuring students' academic performance, while the depression level of the students was measured using the Beck Depression Inventory (BDI). The study used frequency, mean, standard deviation and Pearson's correlation tests for analyzing the data. The results of the study indicated that the university students exhibited academic performance. The results of the study concluded that there is a negative and significant relationship between the depression level of students and their academic performance. Based on the findings, it is recommended that university authorities implement mental health support programs to address depressed students. These programs may help students manage their depression more effectively, potentially improving academic outcomes.
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423-431
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Hyperreality and Shaping of Perceptions: Media, Advertising, and Religion in Arundhati Roy’s The Ministry of Utmost Happiness

Junaid Khan, Muhammad Rashid

doi https://doi.org/10.55737/trt/WR25.129
This paper explores the influence of media, advertising, and religion on characters’ perceptions of reality in Arundhati Roy’s The Ministry of Utmost Happiness. Using Jean Baudrillard’s theory of hyperreality as the primary framework, the analysis demonstrates how constructed images and narratives blur the boundaries between the real and the simulated. The study examines characters such as Anjum, Saddam Hussain, Naga, and Biplap Dasgupta to show how media manipulation, advertising imagery, and religious simulacra shape identity, distort truth, and perpetuate power structures. Instances of 9/11 coverage, consumer culture, and iconographic religion highlight how hyperreality constructs subjective realities that govern individuals’ experiences and societal norms. The paper argues that the novel not only critiques these mechanisms but also reveals their pervasive role in postmodern life. By foregrounding hyperreality, the discussion situates The Ministry of Utmost Happiness as a powerful commentary on media-driven societies where truth is displaced by representation and perception is dominated by constructed realities.
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432-443
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Interplay of Health Literacy, Dietary Behaviors, and Psychological Adjustment in Adult Females Experiencing Menstrual Irregularities

Dr. Iram Naz, Sameera Shafiq, Sana Munair

doi https://doi.org/10.55737/trt/WR25.142
The objective of the current study was to investigate the structural relationship among health literacy, eating, and adjustment problems in female adults with irregular menstruation. The cross-sectional research design was used. The 200 sample of female adults aged 19 or above was recruited from different cities using the snowball sampling technique. The data was collected using three scales, i.e., the health literacy scale, the eating disorder examination questionnaire, and the scale of adjustment problem for adults. The data analysis was done using descriptive statistics and structural equation modeling. The result indicated the significant structural relationship among variables. The values of GFI, AGFI, and CFI are .977, .913, and .942, respectively. The model is said to be best fitted and indicates a significant relationship. The health literacy and eating problems have a significant negative relationship, whereas health literacy has shown a non-significant relationship with adjustment problems. The eating problem and adjustment problem have a significant positive relationship.
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444-458
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Forecasting of Pakistan’s CO₂ Emission: Using ARIMA Approach

Dr. Sohail Farooq, Dr. Raza Muhammad Khan

doi https://doi.org/10.55737/trt/WR25.167
Carbon dioxide (CO₂) is a key driver of global warming and acts as a dominant player in the global warming and climate change phenomenon. Pakistan’s economy is heavily dependent on oil, natural gas, and coal and other non renewable energy sources, which together account for nearly 81% of its total primary energy consumption. Pakistan’s CO₂ emissions have risen sharply, reaching 179.80 million tons, making it the second highest emitter in South Asia, despite contributing less than 1% to global emissions. Forecasting CO₂ emissions has become increasingly important in addressing the challenges of climate change, particularly for Pakistan. Accurate forecasting of CO₂ emission is therefore essential for Environmental sustainability and climate policy formulation. The primary objective of our this research study, to forecast CO₂ emission of Pakistan. Therefore, the data has been collected for the years from 1950 to 2022 from the Global Carbon Budget. The study used the well known Auto Regressive Moving Average (ARIMA) model, and forecast CO₂ emission of Pakistan for the next 18 years i.e from 2023-2040. With the Box and Jenkins methodology, the ARIMA(6,1,3) model has been selected for forecasting CO₂ emission in Pakistan. The results indicate a continued increase in Pakistan’s CO₂ emission, and is projected to reach 0.30 tones per person by 2040. Hence an average annual increase of 27.2% of CO₂ has been predicted, over the period 2023–2040. Pakistan urgently needs diversified energy, population management, hydro power expansion, and technology for sustainable environmental future.
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459-472
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Power Has a Pattern: History Might Repeat Itself

Syed Umair Jalal

doi https://doi.org/10.55737/trt/WR25.199
The fall of historical empires has traditionally been known to be patterned, which has taken the form of economic excess, military buildup, political corruption, social imbalance, and a slow erosion of international power. This research paper will utilize the imperial overreach theory by Paul Kennedy and the cyclical theory of empire to understand the exact chronological order in which the Spanish and British empires fell, and to analyze whether the United States shares similar tendencies. The paper reveals overlap in fiscal stress, strategic overcommitment, domestic political instability and global competitiveness using a strict comparative historical analysis to clarify the overlaps. The results imply that in the absence of a realignment of the strategic priorities, the United States might be vulnerable to the same vulnerabilities as its predecessor empires. Using the theoretical implications of imperial overreach and cyclical decline, this paper offers a reference list in understanding the dynamics of world power and how historical perspective is essential to maintaining hegemonic power.
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473-488
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Examining Self-Determination as a Catalyst for the Social Inclusion of Persons with Disabilities: An Empirical Study

Dr. Imran, Dr. Shakeel Ahmad, Dr. Imtiaz Ahmad Khalil

doi https://doi.org/10.55737/trt/WR25.209
Self-determination is one of the major rights discussed in the United Nations Convention on the Rights of Persons with Disabilities (CRPD). The current study aimed to analyze the social inclusion of Persons with Disabilities (PWDs) in the context of a human rights-based approach. This study was designed to analyze the social inclusion of PWDs based on self-determination. The data were collected from a sample size of 488 PWDs, including 204 females and 284 males. The respondents were selected through multistage stratified random sampling. At the univariate analyses, the frequency distribution test was used to test the frequency of self-determination and social inclusion of PWD. Family types were used as control variables at the multivariate level. The study found that self-determination and access to education improved the social inclusion of PWDs from a high family monthly income (PRs 16,500 and above) to a greater extent than did those from a low family income group (below PKR 16,500). Moreover, self-determination and participation in decision-making improved the social inclusion of PWDs with moderate disability to a greater extent than did those with severe disability.
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489-497