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This paper aims to examine the factors influencing the adoption of social media marketing by small and medium enterprises (SMEs) in Pakistan. By investigating the drivers and challenges/barriers affecting the adoption of social media marketing tools among SMEs, this study provides practical guidance to SMEs seeking to utilize social media platforms for marketing purposes in a developing context such as Pakistan.

Utilizing the Technology-Organization-Environment (TOE) framework as a theoretical framework, qualitative data were collected through semistructured interviews with representatives of SMEs in Pakistan, followed by thematic analysis of the data.

The research identifies several key factors influencing the adoption of social media marketing by Pakistani SMEs. These factors include doubts regarding the benefits of social media, alignment with regulatory requirements, challenges related to tracking social media performance, resistance from senior management (older employees), the positive influence of competitive pressure and the Covid-19 pandemic, political instability and increased government taxes on digital services. Stakeholders such as marketing professionals, academics, policymakers, government authorities and SME owners and managers can benefit from these findings.

This research contributes to the academic literature on the adoption of social media marketing by SMEs, especially within emerging economies. It enriches theoretical understanding of adoption processes and factors, filling gaps in existing knowledge and laying a foundation for future research in this domain. Using the TOE framework, the study reveals that when all factors are adequately considered, SMEs can transition from traditional marketing methods and embrace social media as a digital marketing strategy to enhance performance, profitability, and gain a competitive advantage over their rivals.

Co-creation fosters customer’s involvement for innovation in products/services and is used as a tool to develop competitive edge for better entrepreneurship. Based on limited evidence, the study aims to examine the factors contributing to the co-creation and the relationship of co-creation with customer satisfaction.

A sample of 384 customers from selected banks in Pakistan was selected. The study adopted quantitative, explanatory and cross-sectional research design. Structural equation modeling is used for analysis.

The results revealed a positive and significant relationship between co-creation with customer satisfaction. Further results revealed that access to information, risk assessment and transparency have a positive relationship with co-creation for innovation. The study is significant for customers and management of banks to understand the implications of co-creation to increase customer satisfaction.

Few banks with a small number of customers were selected for the study.

Managers must consider customer’s access to information, risk assessment and transparency of information as necessary factors for co-creation that foster innovation and entrepreneurial opportunities because co-creation strengthens customer satisfaction.

Adopting the co-creation process brings long-lasting harmony between customers and banks, and customers may consider the banks as being socially responsible by inviting the opinions of their customers.

Model is re-tested in the context of Pakistani banks with selected variables affecting co-creation for innovation. Moreover, the relationship of co-creation with customer satisfaction is examined.

This paper aims to examine the mediating role of environmental concern in the relationship of green purchase awareness and purchasing behavior of fast food consumers keeping in view the theory of planned behavior.

A quantitative, cross-sectional design is used by collecting primary responses through a validated questionnaire. In all, 1,008 male and female buyers of fast food were sampled. Structural equation modeling is applied.

The results revealed that green purchase awareness has a positive relationship with green purchase behavior, and environmental concern has no mediation in the relationship. Upon having awareness, the respondents adopted green or pro-environmental behavior, but at the same time, they were found having least concern for the protection of environment.

This is a cross-sectional study with questionnaire. Multiple sources of data collection results in weakening self-reporting bias.

Implications count toward individuals, enterprises and society at general.

The study highlights the issue of not having concern for the protection of the environment even after having green purchase awareness. This is the first time the environmental concern is examined as a mediator in the selected relationship. The contradictory results of having no environmental concern differentiate this study from others.

Under the unique context of COVID-19, this paper aims to analyze how the Government of Pakistan (GoP) provides financial and non-financial support to women entrepreneurs in Pakistan. Drawing on the resource-based theory of entrepreneurship (RBTE), the study advances the understanding of resources and grants offered by GoP to women entrepreneurs to help them in business survival.

The study adopts qualitative research method to address the questions: how does the Pakistani government respond to issues faced by women entrepreneurs during the COVID-19 pandemic, and what assistance and initiatives were implemented by GoP? Semi-structured interviews were conducted with twenty on-job government officials related to the entrepreneurial sector in Pakistan.

The paper reveals that during the pandemic, GoP keenly communicated with women entrepreneurial representatives to comprehend their business challenges. In addition, waivers and incentives were provided to support their business activities. GoP further invited women entrepreneurs to contribute their knowledge and give suggestions in policy making.

Lots of research have been conducted to identify the issues faced by women entrepreneurs during the pandemic. However, the specific strategies, policies, and support provided by the governments to address these issues have often been overlooked. This paper fills such gap with focus on the governing bodies and policymakers in Pakistan towards women entrepreneurship during the COVID-19 crisis.

The purpose of studying the impact of crude oil and natural gas prices on the Vietnamese stock market is to understand the relationship between energy prices and the overall performance of the financial markets. As Vietnam is an energy-dependent country, fluctuations in crude oil and natural gas prices can significantly affect various industries, including manufacturing, inflation, transportation, energy production and economic growth. These sectors are often sensitive to changes in energy costs, which can lead to shifts in corporate profitability and investor sentiment. By analyzing how crude oil and natural gas prices influence the Vietnamese stock market, policymakers and investors can provide deeper insights into the economic risks and opportunities related to energy price volatility. This paper can also provide valuable information for decision-making in sectors such as economic forecasting, risk management and investment strategies.

Using monthly data from January 2006 to March 2024, data were collected from the Vietnamese stock market and the OPEC organization for oil prices, while data on natural gas were obtained from the EIA. The data were analyzed using vector error correction (VEC) model, impulse response function, variance decomposition test and asymmetric reactions method; the study tries to ascertain the short-term and long-term dynamic relationships between the shocks of the crude oil price and natural gas prices and their effects on the movement of the stock price. In addition, the GARCH model is applied to measure the volatility of crude oil and natural gas prices.

Crude oil price shocks have a statistically significant impact on most Vietnamese real stock market indices, except for the utility and consumer indices and some energy companies. Conversely, natural gas price shocks do not significantly affect on Vietnamese stock market indices, except for the energy index and some energy companies. Some “important” of both crude oil price and natural gas price shocks tend to depress the stock returns of energy companies. An increase in both crude oil and natural gas volatility can lead to heightened speculation in certain indices, particularly the energy and industrial indices, as well as in some energy companies. This heightened speculation often results in elevated of their stock returns.

This study provides valuable insights into the field of study examining how fluctuations in the prices of oil and gas, particularly during major crisis periods such as global financial crisis, COVID-19 pandemic and the Russo-Ukrainian War, affect financial markets.

Based on DNase I and reduced graphene oxide (rGO)-magnetic silicon microspheres (MNPS), a highly sensitive and selective fluorescent probe for the detection of PD-L1 was developed.

Here °C we present a feasibility of biosensor to detection of PD-L1 in lung tumors plasma. In the absence of PD-L1°C the PD-L1 aptamer is absorbed on the surface of graphene oxide modified magnetic nanoparticles °8rGO-MNPS°9 and leading to effective fluorescence quenching. Upon adding PD-L1°C the aptamer sequences could be specifically recognized by PD-L1 and the aptamer/PD-L1 complex is formed°C resulting in the recovery of quenched fluorescence.

This sensor can detect PD-L1 with a linear range from 100 pg mL⁻¹ to 100 ng mL⁻¹, and a detection limit of 10 pg•m⁻¹ was achieved.

This method provides an easy and sensitive method for the detection of PD-L1 and will be beneficial to the early diagnosis and prognosis of tumors.