International Research Journal of Social Sciences and Humanities

IMPACT OF ARTIFICIAL INTELLIGENCE BASED CHATBOTS ON BRAND AWARENESS AND BRAND IMAGE IN PAKISTAN

2026-01-08T14:53:02+00:00

Brands employing Artificial Intelligence based chatbots to resolve the queries of customers. Chatbots being functional and empathetic help in developing brand awareness and brand image. The current research tried to examine the relationship of AI based functional and empathy chatbots with brand awareness and brand image in Pakistan. The current research employed quantitative research methodology and cross sectional data collected through online survey using questionnaires via online Google forms from students of two universities in Multan Pakistan. The sample size had been 107, and PLS-SEM based SmartPLS 4 software used for data analysis. The descriptive analysis showed substantially more males participated in survey than females. The measurement model confirmed through factor loading>0.7, VIF<3, AVE>0.5, representing discriminant validity. The cronbach’s alpha and composite reliability confirmed reliable factors involved. The structural model showed that functional and empathy AI based chatbots positively influence brand awareness and brand image. The results showed that the functional AI based chatbots more strongly and positively impact brand awareness than brand image. Similarly, the empathy AI based chatbots more strongly and positively impact on brand image than brand awareness. Finally, the current research provided an empirically tested and verified model of AI based branding through chatbots using varying functional (efficiency) and empathy (emotions) factors.

A CRITICAL ANALYSIS OF THE FOOD SAFETY LAWS IN PAKISTAN: CHALLENGES AND RECOMMENDATIONS

2026-01-09T18:35:06+00:00

Food safety is a highly significant aspect of population health, as well as a factor of consumer protection and sustainable development. Lack of coordinated legal frameworks, ineffective enforcement frameworks, and ineffective institutional coordination which was largely enhanced in the aftermath of the 18th Constitutional Amendment that decentralized food related regulatory requirements to the provinces in Pakistan, has escalated the problem of insecure and contaminated food. It is also a critical review of the legal environment of food safety in Pakistan, analysis of the law and its application, and judicial interpretation concerning the protection of the health of the people. Adopting doctrinal and qualitative research methodology, the research paper will be founded on statutory research, case law review, policy documentations, media coverage, and academic literature to identify the structural and enforcement related shortcomings/lapses. The findings have revealed that although the provincial laws on the regulation of food safety are prevalent, the enforcement has not been uniform because of limited resources, overlapping jurisdiction, inefficient prosecution and absence of national food safety policy. Safe food is mentioned in the constitution as a right to life, yet the use of the practice remains inadequate. This paper has established that the problems of food safety in Pakistan are multidimensional and require their intersection of laws, greater institutional coordination, greater capacity of enforcement and it is imperative to ensure that these problems are aligned with international food safety standards. The paper will offer practical legal and policy recommendations that will be used to enhance the food safety governance and protect the health of the Pakistan population.

CHARACTERIZATION OF CHIA SEEDS OIL AND ITS STORAGE STABILITY IN COOKIES

2026-01-10T09:36:59+00:00

Chia is an herbaceous plant belongs to Labiatae family which also known as Salvia Hispanica L. Globally, chia seed production is 550-600 kg/ha and it may consume whole or as a part of a product like juices, cakes, breads etc. Generally, chia seeds contain about 35 to 40 % of oil and its oil have a high amount of omega-3 fatty acid. Chia seed comprises of protein, carbohydrates, a good amount of oil, dietary fiber, a few minerals, vitamins, and antioxidants. Chia seed oil extracted through solvent extraction had saponification value, acid value, peroxide value, specific gravity, and iodine value of 194.2 ± 0.6, 1.03 ± 0.01, 1.88 ± 0.02, 0.92 ±0.01 and 190.70 ± 0.6 respectively. Chia seeds are famous for their antioxidant property and the amount of poly unsaturated fatty acids and according to its fatty acid composition, its oil contains α- linolenic acid in the amount of 62.79% followed by Linoleic acid in the amount of 19.89%. The development of new items or advancement in every product is an essential part of the food business. Cookies have distinctive taste and long timeframe of realistic usability, that why cookies are appreciated by all age groups. Chia seed oil added in cookies in different amounts i.e., 25%, 50%, 75%, and 100%. cookies made with chia oil tested for its physicochemical properties (fiber content, moisture content, fatty acid profile, ash contents, crude fat, and crude protein) on different storage days i.e., 1^st, 7^th, 14^th, and 21^st days. Cookies with 50% of chia oil shows highest value for protein, fiber, fat, CHO, and ash contents. Sensory analysis carried out by 9-point hedonic scale. Cookies sample T₂having 50% chia oil showed good sensory properties as compared to other treatments on all storage days. All the data checked statistically to check the level of significance. It was concluded from the results of the current investigation that chia seed oil significantly influences the physicochemical and organoleptic characteristics of cookies. Furthermore, chia seed oil could be used in different food product as a functional ingredient for the supply of omega-3 fatty acids.

FEEDING MANAGEMENT OF LABORATORY ANIMALS

2026-01-10T17:59:51+00:00

Feeding management is a critical determinant of laboratory animal health, welfare, and the reliability of scientific outcomes. The present study summarizes species-specific feed intake patterns, nutrient requirements, and dietary formulations for commonly used laboratory animals, including mice, rats, hamsters, guinea pigs, and rabbits. Average daily feed intake varied markedly among species and physiological states, with intake increasing from growth to adulthood and reaching the highest levels during pregnancy and lactation. Lactating animals showed the greatest feed consumption, reflecting elevated energy and nutrient demands associated with milk production. Among rodents, mice consumed the least feed, whereas rats exhibited substantially higher intake, particularly during lactation. Guinea pigs and rabbits demonstrated considerably higher feed intake overall, consistent with their body size and digestive physiology. Nutrient requirement analysis revealed significant interspecies variation. Protein and metabolizable energy requirements were higher in mice and rats, while guinea pigs and rabbits required increased dietary fiber, reflecting their herbivorous nature and reliance on hindgut fermentation. Vitamin C was required exclusively by guinea pigs due to their inability to synthesize it endogenously. Dietary formulations varied accordingly, with cereal- and legume-based diets used for rodents and higher-fiber, green-fodder–supplemented diets for rabbits and guinea pigs. These findings emphasize that feeding practices must be tailored to species, physiological status, and metabolic characteristics to prevent nutritional imbalances and experimental variability. Adoption of standardized, species-appropriate diets in accordance with established guidelines is essential to safeguard animal welfare and enhance the validity, reproducibility, and scientific integrity of biomedical research.

TRANSFORMING PAKISTAN’S DIGITAL ECONOMY THROUGH ISLAMIC FINTECH: SHARIAH-COMPLIANT INNOVATION FOR INCLUSIVE GROWTH

2026-01-15T08:38:02+00:00

This study examines the expanding role of Islamic FinTech in reshaping Pakistan’s financial ecosystem and its potential to promote inclusive, Shariah-compliant economic development. Given Pakistan’s large Muslim population and accelerating digital connectivity, the country represents a promising environment for Islamic digital financial innovation. The paper explores how emerging technologies—including mobile-based financial services, peer-to-peer (P2P) financing platforms, and blockchain-enabled applications—are being adapted to align with Islamic financial principles, particularly to support unbanked and underserved communities, with a focus on rural and low-income segments. The study highlights the sector’s contribution in improving financial access, transaction transparency, trust, and ethical financing practices, while also identifying key constraints limiting its expansion. These constraints include regulatory and governance gaps, limited technological readiness, infrastructure disparities, and low consumer awareness and trust in digital Shariah-compliant products. Drawing on a structured review of recent developments in Pakistan’s Islamic finance and FinTech sectors, the paper underscores Islamic FinTech’s potential as a tool for socio-economic transformation and proposes policy directions to strengthen its institutional support, regulatory alignment, and public adoption. The study concludes that targeted reforms and strategic investment in digital capacity can position Islamic FinTech as a sustainable driver of inclusive growth within Pakistan’s evolving digital economy.

THE HISTORICAL SIGNIFICANCE OF THE MAKRAN COAST IN BALOCHISTAN: A MARITIME GATEWAY IN ANCIENT TRADE ROUTES (500 BCE – 1500 CE)

2026-01-15T15:03:37+00:00

One of the most important maritime paths that has traditionally connected the East and the West is the Makran Coast, which is part of the southwestern part of Balochistan. This paper looks at the historical significance of the Makran Coast between 500 BCE and 1500 CE in terms of its role in the trade routes of ancient times, cultural exchange, and its geographical position in the differing empires. Since its initial association with the Achaemenid Empire in the form of its inclusion in the trade systems of the Greco-Bactrian Empire and Sassanian Empire, the coast was used to transport goods, ideas, and religions. The article discusses the sea routes that traversed the Makran Coast, the most important ports and harbors, and evidence of trade activity, which is both archaeological, such as shipwrecks, and cultural artifacts. It also explores the role of the region in the spread of Buddhism, Zoroastrianism, as well as Islam to the Asian continent. The fall in the maritime importance of the Makran Coast, which occurred following the 13th century because of the Mongol attacks and the reposition of trading routes around the world, is also covered. This study brings out the permanent mark of Makran Coast as one of the primary participants of ancient maritime trade and its applicability in geopolitics today.

MEASURING INTELLECTUAL QUALITIES DEMONSTRATED BY STUDENTS AND PRACTICED BY TEACHERS IN GOVERNMENT COLLEGES OF SUKKUR DISTRICT

2026-01-14T13:53:00+00:00

The cultivation of intellectual qualities is a central aim of meaningful education, yet classroom practices in Pakistani public institutions have largely remained examination-oriented and content-driven. Anchored in Bertrand Russell’s philosophy of education, this study examines the extent to which key intellectual qualities—curiosity, critical thinking, concentration, open-mindedness, imagination, and scientific outlook—are fostered by teachers and demonstrated by higher secondary students in government colleges of district Sukkur, Sindh. Adopting a quantitative, descriptive-correlational design, data were collected from 180 students and 40 teachers across four colleges representing both urban and rural contexts. Two structured questionnaires were used to capture students’ perceptions of teachers’ classroom practices and teachers’ evaluations of students’ intellectual demonstration. Descriptive statistics and independent-samples t-tests were employed for data analysis.The findings reveal that both teachers’ practices and students’ intellectual qualities exist at a moderate level, indicating partial realization of intellectual development within current instructional practices. While curiosity and critical thinking received relatively higher mean scores, qualities such as concentration, imagination, and open-mindedness appeared less consistently cultivated. A statistically significant difference was observed between urban and rural colleges, with rural institutions demonstrating higher mean scores across all intellectual qualities. These findings challenge common assumptions about urban educational advantage and highlight the role of pedagogical culture and teacher–student interaction.The study contributes empirical evidence to ongoing debates on intellectual development in Pakistani education and underscores the need for intentional pedagogical strategies and policy alignment to move beyond rote learning toward the cultivation of intellectually autonomous learners.

RESTRICTIVE DIGITAL PARENTING AND ITS PSYCHOLOGICAL IMPACT ON CHILDREN IN PAKISTAN: A SYSTEMATIC REVIEW

2026-01-17T11:40:52+00:00

As technology advances, parents are rethinking how they manage their children’s online lives. This systematic review explores the psychological effects of strict digital parenting in Pakistan, particularly on children’s emotions, behavior, relationships, and cognitive development. Using thematic synthesis of 12 peer-reviewed studies published between 2015 and 2025, the review incorporates findings from urban and rural settings, covering children and adolescents aged 6–18. Five key themes emerged: emotional distress linked to parental control, behavioral shifts including covert internet use, strained parent–child relationships, gender-based disparities in digital access and monitoring, and impacts on mental health and identity formation. Findings consistently show that rigid rules such as unexplained bans on screen time or apps heighten anxiety, create emotional distance, and weaken parental trust. A lack of empathetic guidance often leads children to engage secretly online, which can hinder social and cognitive development. Additionally, girls face disproportionately intense digital surveillance, which stifles self-expression, limits autonomy, and reinforces traditional gender roles.This review situates these outcomes within Pakistan’s distinct socio-cultural, educational, and familial context. It argues for balanced, communication-based digital parenting strategies that safeguard emotional well-being while fostering responsible, confident digital engagement among youth.

IMPACT OF SALES TAX ON BUYER’S BEHAVIOR: A STUDY OF BRANDED CLOTHES IN PAKISTAN

2026-01-18T08:23:24+00:00

This study intends to look into how Pakistani customers' shopping habits are affected by sales tax, with a focus on branded clothing purchases. This study aims to provide insight on the choices made by customers when presented with various tax burdens by investigating the relationship between sales tax and consumer behavior. A mixed-method approach will be used to accomplish the research goals, including both quantitative surveys and qualitative interviews. The study will focus on a wide sample of Pakistani consumers from a range of age groups, income brackets, and geographic regions. The results of this study should provide important light on how sales tax affects consumer behavior when it comes to branded clothes. These data can help legislators create tax laws that reflect customer preferences and support the retail industry's sustainable expansion. Additionally, the findings can be used by merchants and marketers to create focused pricing plans and marketing strategies that will increase consumer happiness and brand loyalty in a tax-sensitive market. In conclusion, by analyzing the effect of sales tax on consumer behavior in relation to branded clothing in Pakistan, this study aims to add to the body of knowledge. The study's conclusions will have significance for both theoretical and practical situations, helping key stakeholders make well-informed decisions and enabling a better knowledge of consumer decision-making processes.

SQ3R STRATEGY UTILIZATION AND ITS RELATIONSHIP WITH READING COMPREHENSION AMONG UNDERGRADUATE STUDENTS:A QUANTITATIVE CORRELATIONAL STUDY

2026-01-18T11:12:54+00:00

This study examined the relationship between undergraduate students’ utilization of the SQ3R (Survey, Question, Read, Recite, Review) reading strategy and their reading comprehension performance. A quantitative correlational design was employed, with 105 undergraduate students completing a structured questionnaire assessing SQ3R utilization and comprehension across three dimensions: Metacognitive Awareness (MCA), Cognitive Load Perception (CLP), and Comprehension and Schema Integration (CSI). Pearson correlation and multiple linear regression analyses revealed statistically significant positive associations between SQ3R use and all comprehension dimensions. The findings support SQ3R as an effective metacognitive and cognitive-load management strategy and recommend its integration into academic literacy programs to improve undergraduate reading proficiency.e

THE INTERSECTION OF GENDER AND CLIMATE CHANGE: A CASE STUDY OF RURAL WOMEN IN SINDH

2026-01-16T05:32:45+00:00

This paper investigates the intersection of gender and climate change and its impacts on rural women in Sindh, Pakistan. Using a feminist qualitative research method, it explores at how climate-induced events such as floods, droughts, and extreme weather disproportionately influence women's livelihoods, health and social well-being. This study draws attention to the systemic gender inequities aggravating women's vulnerabilities in climate crises by means of document analysis, fieldwork, and the examination of international and local reporting. This study explores that narrative from women across Thatta, Badin and Mirpurkhas. It also looks at how women, with little access to resources and decision-making authority, show resilience and adaptive tactics. This study argues that climate change is not a unisexual occurrence; rather, it mixed socio-cultural shortcomings faced by women for example, limited access to resources, flexibility compels, and marginalization from decision-making spaces. Despite these vulnerabilities, this study also explores that women are not ordinary victims, they show remarkable resilience and adaptive strategies, often navigating crises with cleverness and strength. The results highlight the pressing need for gender-responsive climate adaptation measures that not only tackle women's particular issues but also improve their involvement in rebuilding and governance activities. Policymakers, development workers, and academics aiming for inclusive climate justice in Pakistan and similar settings will find important new ideas in this study.