Department of Marketing


  1. Waheed, A., Zhjang Q., Rashid, Y. (2020). The impact of technological alignment and advancement on firms’ project performance with mediating role of technology acceptance model. Human Systems Management. DOI: https://, Vol 40(2), pp 287-292
  2. Waheed A., Zhang J, Farrukh, M., Khan Z (2021). Effect of Mobile Social Apps on Consumer’s Purchase Attitude: Role of Trust and Technological Factors in Developing Nations. Sage Open.  (SSCI, JCR-Q3, Impact Factor: 0.67).
  3. Ashfaq A., Zhang J, Fayaaz, Waheed A., (2021, In Press). You plant a virtual tree, we’ll plant a real tree: Understanding users’ adoption of the Ant Forest mobile gaming application from a behavioral reasoning theory perspective. Journal of Cleaner Production.  (SSCI, JCR-Q1, Impact Factor: 7.25).
  4. Peng Gao, Fanchen Meng *, Mário Nuno Mata, José Moleiro Martins, Shahid Iqbal, Waheed A., et al (2021, In Press). Trends and Future Research in Electronic Marketing: a Bibliometric Analysis of Twenty Years. Journal of Theoretical and Applied Electronic Commerce Research  (SSCI, JCR-Q2, Impact Factor: 1.90).
  5. Akbar, K., Jin, Y., Waheed, A., Afzal, F., & Mahsud, (2021, In press).  Impact of green practices on consumers’ sustainable purchase intentions: Humans’ management adopting green strategies in Pakistan. Human Systems Management. DOI: 10.3233/HSM-19085


  1. Waheed, A., Zhjang Q., Rashid, Y. (2020). Impact of Green Manufacturing on Ecological Behaviour: Stakeholder engagement through green production and Innovation. Sustainable Development. Vol 28 (5) pp 1393-1405- DOI (SSCI IF 4.08).
  2. Waheed, A., Liu, Y., Rashid Y. (2020). The Impact of Corporate Social Responsibility on Buying Tendencies from the Perspective of Stakeholder Theory and Practices. Corporate Social Responsibility and Environmental Management. Vol 27 (3) pp 1307-1315 (SSCI Impact Factor 5.51)
  3. Bashir,S., Khwaja, M., Rashid, Y., Turi, J., Waheed, T. (2020). Green Brand Benefits and Brand Outcomes: The Mediating Role of Green Brand Image. Sage Open. Vol 10(3)  (SSCI Impact Factor 0.675)
  4. Rashid , Y., Tanveer, A., Shaukat, Z., Sadiq, I. (2020)Value Co-Creation Features: An Empirical Case Study of B2B Collaboration and Interactions in New Zealand. Digital Library Perspectives. Vol 36 (3) - DOI pp (ESCI, Scopus)
  5. Tariq, A, Rashid Y., Waseem, A. (2020). Value Co-Creation in Travel Industry: Examining the Impact of Operand and Operant Resources on Actor Experience. Vol 7(1), pp 31-46. Journal of Management Sciences (HEC Y)
  6. Waseem, A., Rashid Y .(2020). Government’s Brand Image Destroyer: Examining the Driving Factors behind Global Human Trafficking. Vol 6(2), pp 220-247. NUST Journal of Management Social Sciences and Humanities. (HEC Y)
  7. Raza. A., Saeed. A., Iqbal. K., Sadiq. I., (2020). Linking Corporate Social Responsibility to Customer Loyalty through Co-Creation and Customer Company identification: Exploring Sequential Mediation Mechanism. Sustainibilty vol 12. (Category W)
  8. Umair, M., Wasif, Z., Waheed A. (2020). The linkages among natural resources and renewable energy consumption and environmental quality: a path towards sustainable development. Sustainable Development. 2018; 1–11. (SSCI, JCR-Q1, Impact Factor: 4.082).
  9. Asif M, Anum N, Waheed A. (2020). Enterprise Social Media and Cyber-Slacking: A Kahn's Model Perspective. Information and Management. 2018; 1–11. (SSCI, JCR-Q1, Impact Factor: 5.150).
  10. Zameer, H., Yasmeen, H., Zafar, M. W., Waheed, A., & Sinha, A. (2020). Analyzing the association between innovation, economic growth, and environment: divulging the importance of FDI and trade openness in India. Environmental Science and Pollution Research, 1-15. (SSCI, JCR-Q2, Impact Factor: 2.93).
  11. Chao G., Juan G., Chanjuan Yu, Cheng., Waheed, A., (2020). The Safe and Reliable Routing Mechanism of LEO Satellite Based on SDN. CMC-Computers Materials & Continua, 2-15. (SSCI, JCR-Q2, Impact Factor: 3.024).
  12. Akbar, K., Jin, Y., Mahsud, M., Akbar, M., Waheed, A., & Amin, R. (2020). Role of Big Five Personality Traits in Sustainable Consumption Behavior. In Proceedings of the 2020 3rd. International Conference on Big Data Technologies (pp. 222-226). (WOS/Scopus)
  13. Zakir, F., Wang, D., Rehman, A., Waheed, A., Iffat, Z., & Wang, L. (2020, January). LNG supply chain: Challenges, Opportunities and Future Prospects. In 2020 3rd International Conference on Computing, Mathematics and Engineering Technologies (iCoMET) (pp. 1-7). IEEE.


  1. Rashid Y., Rashid A., Warraich A., Sabir S., Waseem, A. (2019). Case Study Method: A Step by Step guide for Business Researchers. International Journal of Qualitative Methods. Vol 18. pp 1-13 (SSCI Impact Factor 2.257, ABDC, SCOPUS)
  2. Rashid Y., Waseem, A., Akbar, A A, Azam, F. (2019). Value Co-Creation and Social Media: A Systematic Literature Review using Citation and Thematic Analysis. European Business Review. Vol 31, Issue 5. pp 761-784. (ABDC, SCOPUS, ESCI)
  3. Zahra, N., Qayyum, A., Rashid, Y. (2019) Traveller’s Empowerment: Travelling website service quality, attitude towards UGC and booking intentions of travellers. Business & Economics Review. Vol 11 (4) (HEC X)
  4. Waseem, A., Rashid Y., Warraich A., Sadiq, I., Shaukat, Z. (2019). Factors affecting E-Commerce potential of any country using multiple regression analysis. Journal of Internet Banking and Commerce. Vol 24 (2) (ABDC, SCOPUS)
  5. Zeeshan, M., Rashid Y., Ayub, U., Waseem, A. (2019). Quantifying Value Co-Creation: Examining the Relationship between Realised Value Facets and Customer Experience in a B2B Context. International Journal of Services Operations and Informatics. Vol 10, Issue 3. pp 43-644 (ABDC, SCOPUS)
  6. Waseem, A., Rashid, Y. (2019) Exploring The Role of Phronesis in Social Innovation: A Case Study of Dr. Ruth Pfau. Pakistan Journal of Applied Social Sciences, 9, 1-18. (HEC Recog.)


  1. Mehmood, S., Rashid Y., Zaheer, S. (2018). Negative Word of Mouth and Online Shopping: Examining the Role of Psychological Contract Violation, Trust and Satisfaction. Pakistan Journal of Commerce and Social Sciences, vol 12(3), pp 886-908. (HEC Recog.)
  2. Rashid Y., Zeeshan, M. (2018). Customer Attitude towards Online Ads of Smartphone Brands: A Netnographic Analysis of User Generated Comments on YouTube. Journal of Management Sciences. Vol 5(2). pp 40-64. (HEC Recog.)
  3. Zahra, N., Qayyum, A., Rashid Y. (2018): Travelers empowering Travelers: Website Quality, User-Generated-Content and Hotel Booking Behavior.  2nd ASIA International Multidisciplinary Conference (AIMC), Malaysia.
  4. Rashid Y., Nazir, M. (2018): An Empirical Study of the Consumers’ Attention towards Emotional Social Media Advertisements Using Electroencephalography (EEG). 7th Asian Management Research and Case Conference, Pakistan (Won 3rd Best Paper Award)
  5. Manzoor, A., Rashid Y., Sadiq I. (2018): Paperless Pakistan: Identifying the drivers of Cryptocurrency Awareness among Digital Banking Users.  1st International Conference on Management and Commerce, Pakistan

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