Bahria University

HADIQA RIAZ

PERSONAL INFORMATION
Email	hadiqariaz.bukc@bahria.edu.pk
Phone Ext.	+92219924002-6
Research Areas / Expertise	Customer Experience, Omnichannel retailing, Value co-creation, Branding, AI in Marketing

Publications

Journals

• The Impact of Emotional Branding in Customer Buying Behavior in Soft Drink Beverage Industry of Pakistan | Kasbit Business Journal
• Impact of Store Environment on Impulse Buying (A case of International Modern Trade Retailers in Karachi) | Kasbit Business Journal
• The Role of Social Media Marketing on Building Brand Equity (An Insight of Fast Food Industry of Pakistan) | International Journal of English Literature and Social Sciences (
• Influence of Pester Power on Parents’ Buying Decision: A Focus on FMCG Products in Pakistan | International Journal of Marketing Studies
• Mapping the Impact of Employee Engagement on Job Performance with Mediating Role of Work-Life Balance: An Investigation of Private Sector Organizations in Pakistan | Market Forces
• Factors Effecting Omnichannel Customer Experience: Evidence from Fashion Retail | Information (Switzerland)
• Examining The Nexus Between Social Media Influencers And Customer Purchase Intention: A Multi Regression Approach | Webology
• Optimizing Customer Repurchase Intention through Cognitive and Affective Experience: An Insight of Food Delivery Applications | Sustainability
• From Likes to Buys: Exploring the Impact of Social Media Influencer Marketing on Consumer Purchase Intentions Through Credibility | Trends and Innovations in Business Social Sciences
• The potential of accessible tourism for sustainable development of local communities in northern Pakistan | Journal of Entrepreneurship Management and Innovation
• Mapping the Effect of Message Value and Credibility on Customer Purchase Intention: The Mediating Role of Consumer Trust in Branded Content | Sustainable Business Management Review
• Reassessing customer trust and privacy concerns in omnichannel customer experience | Cogent Business and Management

Conferences

• Factors Effecting Omnichannel Customer Experience: Evidence From Fashion Retail | 3RDINTERNATIONAL VIRTUAL RESEARCH CONFERENCE ON FUTURE BUSINESS STRATEGIES AND TECHNOLOGY - 2021
• Mapping customer repurchase intention through cognitive and affective experience. | 2nd annual international conference on development discourses and critiques at IBA Business School.
• Tourism for All, assessing the impact of accessible tourism on sustainable development of local communities | CHALLENGING LINEARITY: Third Annual International Conference of the School of economics and social sciences, at IBA Main Campus
• Re-assesing customer trust and privacy concern in omnichannel customer experience | 11th Asian Management Research and Case Conference 2024 (AMRC) by Lahore University of Management Sciences (LUMS).