This study examines the causal impact of addictive patterns of social media use on mental health outcomes through a randomized controlled trial conducted among young individuals (18 to 24 years) in Pakistan. Participants in the treatment group received an intervention designed to limit their...

In the ever-evolving marketing landscape, influencers play a pivotal role in shaping brand perception and expanding social network followings. This study, grounded in Social Network Theory, examines the impact of influencers on brand social network growth during new product launch events....

This study investigates the technological determinants infuencing social media marketing (SMM) adoption among Pakistani Small and Medium Startups (SMS), with a focus on the mediating role of technology knowledge. Utilizing the technology-organization-environment (TOE) Framework, the research...