JOURNAL OF SOCIAL SCIENCES DEVELOPMENT

THE INFLUENCE OF TRANSFORMATIONAL LEADERSHIP ON WORKPLACE DIVERSITY: ORGANIZATIONAL CULTURE AS MEDIATOR

Shafqat Ullah — 2026-02-11

This study explores the impact of transformational leadership on workplace diversity over mediating role of organizational culture in higher education institutions context in the southern region, KP, Pakistan. The study aims to understand that how leadership impact creation of inclusive environments wherein diverse individuals feels as respected, valued and empowered for realizing institutional strategic objectives. In this connection, quantitative research design was employed, using a structured survey distributed among teachers as target population while utilizing the sample. In this connection, hypothesized relationships were extracted from theoretical framework that are chased through different statistical tools to confirm the existence of the relationships, extracting the required information and reaching the desired conclusion for making suitable decisions about research issues in general as well as in particular context like higher education institutions. Thus, study results provide the significant information for reaching the conclusion and making the decisions. The future research may explore the longitudinal effects and extend the study towards other sectors for comparative analysis in order to compare the diverse outcome and contribute the knowledge from different dimensions.

PROCESS TRACING IN LEADERSHIP DEVELOPMENT: THE CASE STUDY OF ZOHRAN MAMDANI’S POLITICAL DISCOURSE PATTERNS

Ayesha Tahir — 2026-02-17

This research analyses the discursive development of leadership identity across three speeches by Zohran Mamdani as he transitions from legislator to mayoral candidate/mayor-elect. Utilizing the qualitative explanatory case study approach that combines Critical Discourse Analysis with process tracing, the study examines pronoun usage, modality, evaluative language, metaphor, and lexical selection in speeches across legislative, campaign launch, primary campaign, and transition stages. The discussion reveals discursive shifts that correlate with changing political positions. Legislative communication generates leadership through integrating movement and institutional identities. Campaign talk invokes self-proclaimed authority without disrupting continuity of movement through metaphor. Advanced reframing in stressful circumstances, including removing personal aspects from attacks and engaging directly with affected communities, is evident in responses to such attacks. In this regard, the study contributes to the field of leadership research by demonstrating that the identity of leadership is progressively constructed through sequence of communicative experiences rather than expressed through them. The primary argument is supported: leadership development is not only established in discourse but is actually produced by it.

IMPACT OF BEHAVIOURAL PREDICTING AI TOOLS IN DIGITAL FASHION RETAIL MARKETING. TARGETING, RE-TARGETING, HYPER-TARGETING!

Mirza Imran-Ul-Haque — 2026-02-24

The global fashion retail industry is in process of transformation like never before, and it is powered by Artificial Intelligence (AI). The study examines the complex role of AI in behavioral predictive targeting, re-targeting and hyper targeting in digital marketing within the fashion retail business through the prism of two different perspectives: industry professionals and customers. The study used a mixed-method, cross-sectional survey design, which enabled the researcher to gather data on 500 Pakistani fashion retail professionals and 500 Pakistani fashion retail customers using a structured questionnaire. The data analysis, which is based on descriptive statistics, is conducted in SPSS and discusses the adoption of AI, perceived benefits, and challenges, accepting such benefits as product recommendations and visual search. The article also recognizes such major challenges as data privacy issues, high implementation prices, and the ethical issues of AI bias, and also presents the customer experience of AI-generated features and advertising platforms. Thus, the results indicate that there is a general opinion among the industry experts that AI is strategically essential, especially in product the recommendation, targeting, visual search, as well as predictive audience development.

BEYOND THE CLICK: UNLOCKING E-COMMERCE PURCHASES WHEN TRUST AND ATTITUDE LEAD THE WAY

Aniha Nazar — 2026-02-28

The present research work has been performed to understand the impact of perceived values and perceived convenience on the determination of online purchase intention, with the mediating input of buyer trust and attitude in the case of Pakistan in e-commerce. The present work was selected with the positivist research philosophy and the deductive research approach. This is to explain the social phenomenon with construction of research hypotheses based on the existing body of literature, along with its input in laying down the conceptual foundation. The study has selected a quantitative research design. Similarly, recent work targeted online buyers as target population to get the required number of responses in a limited period of time, following a convenience sampling method. The study takes a sample size of 384 and applies the collected data with the structural equation modeling using PLS Smart as software. The study showed significant positive relationships across all hypothesized paths. Buyer's attitude and buyer's trust were significant predictors of purchase intention. Perceived convenience influenced buyer's attitude, buyer's trust, and purchase intention directly. The perceived value demonstrated significant direct effects on buyer's attitude, buyer's trust, and purchase intention.

THE CLIMATE CHANGE AND MEASURING STRATEGIES OF DEVELOPING COUNTRIES: AN EPISODE OF PAKISTAN

Syeda Sameen Gelani — 2026-03-03

The climate change has significant environmental, economic and social consequences to developing nations, especially those with weak financial and institutional capacity. One of the countries in the world, which is most vulnerable to climate change, is Pakistan, despite its very small contribution to the amount of greenhouse gas emissions in the world. This study discusses the strategies of Pakistan to adapt to climate change, and concentrates on the sectoral remedies in the infrastructure, population health, disaster risk management, agriculture and water management. The results of the study show that a blend of ecosystem based, community driven and policy-based adaptation measures have been undertaken in Pakistan. There are efforts to increase the level of resilience and carbon sequestration in the ecosystems, and Billion Tree Tsunami Program is one of them. Still, issues of insufficient funding, poor institutional alignment, lack of data and disproportionate implementation across the provinces persist. It implies that, despite the important achievements made by Pakistan in terms of climate adaptation, resiliency in the long term requires continuous attention, advancement in technology, and international collaboration. The experience of Pakistan can be of the great benefit to other developing countries who are vulnerable to climate dangers.