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Published Works
IBA faculty co-authors a paper on how the environmental motivational factors influence consumers to purchase eco-friendly athletic wear
Dr. Beenish Tariq, Assistant Professor, Department of Marketing, School of Business Studies, has co-authored a paper titled 'Predicting consumers' intentions to purchase eco-friendly athletic wear in a moderated model of individual green values and gender', published in the International Journal of Sports Marketing and Sponsorship. The published research article can be accessed here (https://www.emerald.com/insight/content/doi/10.1108/IJSMS-12-2020-0215/full/html).
Abstract
This study aims to examine the effect of environmental factors (environmental attitude, environmental concerns, perceived environmental responsibility and peer influence) on consumers' intentions to purchase eco-friendly athletic wear. Findings suggest that environmental attitude, environmental concerns, perceived environmental responsibility and peer influence are positively associated with green purchase behaviour. The data further revealed that the effect of environmental attitude, environmental concerns, peer influence and perceived environmental responsibility on green purchase behaviour varies across the gender.
Published Works
IBA faculty co-authors a paper on smartphone addiction and academic performance
Dr. Beenish Tariq, Assistant Professor, Department of Marketing, School of Business Studies, has co-authored a paper titled ‘The Impact of type of content use on smartphone addiction and academic performance: Physical activity as moderator’, published in the Technology in Society, W (Bronze) category. The published research article can be accessed here.
Abstract
This study explores the impact of the type of content use on smartphone addiction and academic performance by considering physical activity as a potential moderator. The results depict that entertainment and social networking sites, and game-related use have positive effects on smartphone addiction. Although study-related use has a positive effect on academic performance, game-related use has a negative effect. The results extend the literature on smartphone addiction by introducing physical activity as a preventive factor that would be useful for policymakers and parents to understand the importance of developing physical activity among young adults.
Published Works
IBA faculty co-authors a book on advancements in technology acceptance models
Dr. Beenish Tariq, Assistant Professor, School of Business Studies (SBS), recently co-authored a chapter as first author for a book titled, ‘Recent Advances in Technology Acceptance Models and Theories’.
Dr. Tariq co-authored the chapter, ‘Examining Mobile Financial Services in Pakistan: Rural and Urban Perspective with Gender as a Moderator’. This study demonstrates the adaption of Unified Theory of Acceptance and Use of Technology 2 to investigate how factors like effort expectancy, performance expectancy, social influence, price value, habit, facilitating conditions and hedonic motivation influence consumers intention, which subsequently impacts the users’ mobile financial services adoption. This study also sheds light on the rural and urban perspectives by comparing the results of two different models. Also, this study applied gender as a moderator to gauge its effect between users’ intention and their adoption process.
The book is published by an international publisher, Springer Link and the project was supported by the Higher Education Commission, Pakistan (HEC).
Web link of the book: Recent Advances in Technology Acceptance Models and Theories
Web link of the chapter: Examining Mobile Financial Services in Pakistan: Rural and Urban Perspective with Gender as a Moderator
