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The purpose of current flow configuration is to spotlights the thermophysical aspects of magnetohydrodynamics (MHD) viscoinelastic fluid flow over a stretching surface.

The fluid momentum problem is mathematically formulated by using the Prandtl–Eyring constitutive law. Also, the non-Fourier heat flux model is considered to disclose the heat transfer characteristics. The governing problem contains the nonlinear partial differential equations with appropriate boundary conditions. To facilitate the computation process, the governing problem is transmuted into dimensionless form via appropriate group of scaling transforms. The numerical technique shooting method is used to solve dimensionless boundary value problem.

The expressions for dimensionless velocity and temperature are found and investigated under different parametric conditions. The important features of fluid flow near the wall, i.e. wall friction factor and wall heat flux, are deliberated by altering the pertinent parameters. The impacts of governing parameters are highlighted in graphical as well as tabular manner against focused physical quantities (velocity, temperature, wall friction factor and wall heat flux). A comparison is presented to justify the computed results, it can be noticed that present results have quite resemblance with previous literature which led to confidence on the present computations.

The computed results are quite useful for researchers working in theoretical physics. Additionally, computed results are very useful in industry and daily-use processes.

The current investigation is communicated to analyze the characteristics of squeezed second grade nanofluid flow enclosed by infinite channel in the existence of both heat generation and variable viscosity. The leading non-linear energy and momentum PDEs are converted into non-linear ODEs by using suitable analogous approach.

Then the acquired non-linear problem is numerically calculated by using Bvp4c (built in) technique in MATLAB.

The influence of certain appropriate physical parameters, namely, squeezed number, fluid parameter, Brownian motion, heat generation, thermophoresis parameter, Prandtl number, Schmidt number and variable viscosity parameter on temperature, velocity and concentration distributions are studied and deliberated in detail. Numerical calculations of Sherwood number, Nusselt number and skin friction for distinct estimations of appearing parameters are analyzed through graphs and tables. It is examined that for large values of squeezing parameter, the velocity profile increases, whereas opposite behavior is noticed for large values of variable viscosity and fluid parameter. Moreover, temperature profile increases for large values of Brownian motion, thermophoresis parameter and squeezed parameter and decreases by increases Prandtl number and heat generation. Moreover, concentration profile increases for large values of Brownian motion parameter and decreases by increases thermophoresis parameter, squeezed parameter and Schmidt number.

No one has ever taken infinite squeezed channel having second grade fluid model with variable viscosity and heat generation.

The purpose of the current flow configurations is to bring to attention the thermophysical aspects of magnetohydrodynamics (MHD) Williamson nanofluid flow under the effects of Joule heating, nonlinear thermal radiation, variable thermal coefficient and activation energy past a rotating stretchable surface.

A mathematical model is examined to study the heat and mass transport analysis of steady MHD Williamson fluid flow past a rotating stretchable surface. Impact of activation energy with newly introduced variable diffusion coefficient at the mass equation is considered. The transport phenomenon is modeled by using highly nonlinear PDEs which are then reduced into dimensionless form by using similarity transformation. The resulting equations are then solved with the aid of fifth-order Fehlberg method.

The rotating fluid, heat and mass transport effects are analyzed for different values of parameters on velocity, energy and diffusion distributions. Parameters like the rotation parameter, Hartmann number and Weissenberg number control the flow field. In addition, the solar radiation, Joule heating, Prandtl number, thermal conductivity, concentration diffusion coefficient and activation energy control the temperature and concentration profiles inside the stretching surface. It can be analyzed that for higher values of thermal conductivity, Eckret number and solar radiation parameter the temperature profile increases, whereas opposite behavior is noticed for Prandtl number. Moreover, for increasing values of temperature difference parameter and thermal diffusion coefficient, the concentration profile shows reducing behavior.

This paper is useful for researchers working in mathematical and theoretical physics. Moreover, numerical results are very useful in industry and daily-use processes.

An estimated 52% of Pakistan’s population is under the age of 25, and like their counterparts elsewhere around the globe, Generation Z in Pakistan was born into a world overrun with technology, Internet, and social media. This generation of consumers possess information processing ability that is much faster than any other generation. Generation Z consumers in Pakistan are active users of social media platforms connecting with local and international users, brands and exchanging information, photos, videos, ideas, and opinions with people inside and outside Pakistan. To develop insights into the consumption patterns, preferences, attitudes, and preferences of this segment of consumers, this chapter provides an overview of cultural and social values underpinning consumption choices and social media preferences. The chapter identifies and discusses the dynamic nature of Generation Z in Pakistan by identifying some of its defining features: the generation consists of confident, able, and multilingual consumers who are largely collectivists in orientation but shows strong individualistic tendencies. Such consumers have a global outlook and actively seek engagement with brands via digital platforms and influencer marketers expecting authenticity, respect, and equality. The chapter discusses work-related implications such as the need for providing transformational leadership and training programs to harness the intellectual skills of Generation Z in Pakistan. The chapter concludes by identifying and discussing issues relevant to handling Generation consumers in Pakistan including effective marketing strategies.

The purpose of this study is to investigate the impact of post content, post media and post scheduling strategies on online engagement on Twitter in context of micro celebrities in Pakistan.

For this research, micro celebrities of Pakistan have been defined as the target population. Secondary data consisting of 464 tweets from walls of six micro celebrities belonging to both genders and diverse set of socio-political fields was collected. Tweedie estimation analysis was run to accept or reject the hypotheses. Mean values with standard deviations were utilized to analyze the different engagement patterns of dichotomous variables (content type, content language, mentions, hashtags, text, images, links, videos, hour of the day and day of the week) on online engagement.

Content type, content language, content length, hashtags, mentions, images, links, videos, hour of the day and day of the week have been found to have a significant relationship with online engagement on Twitter.

First, the study has been conducted in context of micro celebrities on Twitter. It did not include influencers on other social media networks. Second, study considered only quantitative aspects of engagement based on secondary data ignoring qualitative aspects of phenomenon due to time and methodology constraints. Third, study did not include link clicks as a measure of engagement as clicks data is not publicly available on the posts.

The study contributes significantly to find out valuable “micro celebrity” strategies in Pakistan. The study suggests micro celebrities to tweet soft content in Urdu language along with relevant hashtags and mentions to get higher engagement on their tweets. Further, tweets should contain maximum number of characters. Micro celebrities should not insert images, links and videos in their tweets as these media types result in lower engagement on Twitter. Micro celebrities should tweet at low hours and weekends.

As this study focuses on investigation of better engagement practices for micro celebrities, it will help general public to express themselves more effectively through social media.

First, this is the first study that investigates the online engagement model for micro celebrities. Second, the online engagement model designed in this study has yet not been investigated to best of our knowledge. The theoretical model combines multiple engagement factors discussed in previous studies conducted on Facebook, YouTube, Instagram and Twitter.