Aqeel Israr

This study examines the influence of corporate social responsibility (CSR), advertising effectiveness, product quality, and price perception on brand Image, alongside the moderating effects of brand loyalty and environmental concern. The study collected the data using the mall intercept method. The study documents that advertising effectiveness, product quality, and price perception have a significant impact on brand image. The study finds that CSR has an insignificant impact on brand image. We also found that environmental concern has an insignificant moderating effect on CSR and brand image. On the contrary, we found that brand loyalty significantly moderates price perception and brand image. One of the reasons for insignificant results on CSR and brand image is perhaps that in Pakistan, consumers have a perception that firms' CSR initiatives are symbolic only. Based on the findings, we suggest that firms seeking to enhance their brand image should prioritize strategies that emphasize fairness in pricing, reinforce product quality, and develop effective advertising campaigns. We also believe that CSR can play an effective role, provided firms target consumers who are highly concerned about the environment.

Intent of this is to explore the empirical impact of fake news sharing, self-regulation and cyberbullying while depression been playing a role of the mediator on the fatigue of social media in the pandemic, COVID- 19. In order to bridge the gap in the current study, a conceptual framework has been utilized to find out the impact of fatigue of social media on depression. SMART PLS software has been used in this study to investigate the influence of the fake news, self-regulation and cyberbullying on the social media with variable depression as a mediator. Model has been tested on the sample size of 132. Also, research design of the current study is cross sectional. the foundation of this study is based on the (CLT) cognitive load theory which gave insight on effects of social media on the minds of the individuals. A report claimed that Facebook has broke its own records of usage during the pandemic. The existing study has also explored every possible mechanism of fake news countering that is being created by the Facebook pages of the real and actual newscast. However, it also uses the advertisement for disseminating the real, actual or correct information. This research will also be developing the great and more understanding among the effect of SMA, self-regulation, and cyberbullying with the impact of depression as a mediator on the fatigue of social media in pandemic times. For Karachi respondents, a close ended questionnaire has been designed in order to test the research models. Respondents were social media’s adolescent users in Karachi, Pakistan. Untruth news sharing, cyberbullying, and self- regulation has indirectly projected the social media fatigue in the presence of depression as a mediator. Moreover, due to the current study limitations, it is suggested to conduct more studies in the future on the same variables in different regions.