Digital & Social Review is a premier peer-reviewed, open-access journal published by SocioFeed Researchers Publishers. Dedicated to advancing the field of social technology, our journal publishes cutting-edge research in areas such as digital innovation, human-computer interaction, social media analytics, and the societal impacts of technology. Our mission is to foster interdisciplinary dialogue and bridge the gap between academia and industry by providing a platform for researchers, scholars, and academicians to share transformative ideas and findings.
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Educational Diplomacy: Impacts of Pakistan-China Higher Education Mobility under CPEC
This research examines how educational diplomacy strengthens Pakistan-China relations within the framework of the China-Pakistan Economic Corridor (CPEC). Educational diplomacy has become an important area of bilateral cooperation, including academic mobility, scholarships, academic cooperation, cultural exchange, etc., in the higher education sphere. The study discusses the increased educational cooperation between Pakistan and China and assesses the effects of the CPEC in academic, socio-cultural, diplomatic, and soft power dimensions. In terms of research design, the research is qualitative and analytical, with both primary and secondary sources of data. The results of the semi-structured interviews with Pakistani students studying in Chinese universities, Chinese faculty, and policymakers are supplemented by the analysis of official reports, Higher Education Commission (HEC) publications, Chinese scholarship documents, and educational diplomacy and soft power-related scholarly literature. Thematic analysis helps discern the main aspects and consequences of higher education mobility concerning CPEC. The analysis shows that since the inception of CPEC, educational partnerships have expanded, with a notable increase in scholarship provisions from China, university partnerships, the establishment of Confucius Institutes, and research and development in the field of science and technology. CPEC also shows that increased educational mobility has developed skill sets, intercultural insight, scientific cooperation, and trust in a strategic framework among the two countries. Additionally, gaps involving cultural and linguistic variances, varying levels of academic assistance, and the absence of cohesive policies still impede full participation. The gap this study aims to fill is in the educational diplomacy literature, particularly regarding the strategic use of educational resources as an aspect of soft power and a foreign policy formulation framework in CPEC. The study purports that higher educational mobility has been central in formulating and actualizing Pakistan-China cooperation in the present and in the future.
Copyright (c) 2026 Dr. Aima Shafiq, Usama Rasheed, Zuhair Haider (Author) https://creativecommons.org/licenses/by/4.0
Social AI and Pro-Environmental Behaviour: A Qualitative Inquiry into the Influence of Chatbots and Virtual Assistants in Pakistan
The intersection of artificial intelligence and environmental communication has opened a relatively unexplored corridor of inquiry in developing economies. This qualitative study examines how social AI tools — specifically chatbots and virtual assistants — shape pro-environmental attitudes and behaviours among urban Pakistani adults. Situated within a constructivist paradigm and drawing on interpretive phenomenological analysis, the study engaged 24 participants recruited through purposive and snowball sampling across Islamabad, Lahore, Karachi, and Peshawar. Data were collected through semi-structured in-depth interviews conducted between January and April 2024 and analysed using reflexive thematic analysis. Six overarching themes emerged: (1) the role of conversational AI in environmental awareness; (2) normalisation of green behaviours through habitual AI interaction; (3) credibility and trust in AI-generated environmental information; (4) socio-cultural mediators of AI influence; (5) limitations and resistances; and (6) aspirations for context-sensitive AI. Findings indicate that AI chatbots and virtual assistants serve as meaningful catalysts for incremental behavioural change, particularly among younger, educated segments of the urban population, though their impact is constrained by infrastructural disparities, cultural norms, and algorithmic biases rooted in Western environmental discourses. The study contributes to the growing body of literature on technology-mediated sustainability communication and offers culturally grounded recommendations for developers, policymakers, and environmental educators operating in the Global South.
social AI, chatbots, virtual assistants, pro-environmental behaviour, sustainability, Pakistan, qualitative research, behaviour change
Copyright (c) 2025 Sajjad Ahmad (Author) https://creativecommons.org/licenses/by/4.0
Contextual Expansion and New Ways of Doing Business in Pakistan: A Multi-Sited Ethnographic Study of Circularity, Mobility, Food, Health, Inclusive Fintech, and Access-Based Platforms
Pakistan's economy is undergoing a quiet but structurally significant transformation. Across six interlinked domains circular economy and energy, urban and peri-urban mobility, food systems, digital health, inclusive financial technology, and access-based platform economies new modes of value creation are emerging that do not neatly map onto either formal sector capitalism or the informal survivalist logics that have historically characterised Pakistani enterprise. This paper reports findings from a two-year multi-sited ethnographic study (2022–2024) conducted across Lahore, Karachi, Islamabad, Peshawar, Faisalabad, and Gilgit. Employing a layered abductive methodology that integrated 36 in-depth interviews, over 180 hours of participant observation, documentary analysis, and cross-domain synthesis, the study traces the contextual conditions that make each of these domains intelligible as "new ways of doing business" rather than mere digital transplants from elsewhere. The findings reveal four cross-cutting dynamics: (1) context-sensitivity as competitive advantage; (2) trust architectures built around kinship, religion, and local reputation rather than formal contract; (3) the simultaneity of formalization and informality within single ventures; and (4) the gendered geography of inclusion and exclusion within each domain. The paper argues that existing theoretical frameworks from institutional economics to platform capitalism scholarship require significant contextual revision before they can account for what is actually happening on the ground in Pakistan.
contextual expansion, circular economy, digital health, inclusive fintech, access-based platforms, mobility, food systems, Pakistan, ethnography, platform capitalism, emerging economies
Copyright (c) 2026 Ifra Saeed (Author) https://creativecommons.org/licenses/by/4.0
The Impact of Cognitive Biases on Retirement Planning Behaviour: Evidence from Pakistan
One of the most crucial financial choices that individuals make is retirement saving, and in most cases, it is determined by psychological bias and not proper planning. The research focuses on the impact of two popular biases that are risk aversion and overconfidence on retirement saving behaviour of working people in Pakistan. Risk-averse individuals will avoid risk and choose low-risk and safe options, which constrain their capacity to accumulate sufficient future savings. On the contrary, overconfident people have a tendency of thinking they are more knowledgeable or will earn more in the future and thus save less than they should. These prejudices are of diverse types, but all lead to insufficient retirement readiness. Through these two biases, the study contributes to the body of existing research on behavioural finance and shows the necessity of taking practical measures, such as designing retirement plans better and running awareness campaigns, to guide people to overcome under-saving as a result of bias. Keywords: Risk aversion; Overconfidence bias; Retirement saving behaviour; Behavioural finance; Prospect theory; Pakistan; Investment decisions; Financial planning
Risk aversion; Overconfidence bias; Retirement saving behaviour; Behavioural finance; Prospect theory; Pakistan; Investment decisions; Financial planning
Copyright (c) 2025 Muhammad Abdullah Khan (Author) https://creativecommons.org/licenses/by/4.0
ESG Across Economies: A Comparative Review of Developed and Developing
This study investigates the discourse of Environmental, Social, and Governance (ESG) practices in developed and developing economies through a systematic literature review (SLR). ESG has emerged as a critical framework for sustainable business practices, yet its adoption and interpretation vary significantly across institutional and economic contexts. The research draws on 20 peer-reviewed studies published between 2010 and 2025, systematically identified through leading academic databases, and synthesised using a narrative analysis approach guided by the PRISMA framework. The findings reveal sharp contrasts in ESG discourse. In developed economies, ESG is institutionalised, standardised, and strategically embedded within corporate governance, driven by strong regulatory frameworks, investor activism, and stakeholder accountability. By contrast, ESG practices in developing economies are fragmented, externally influenced, and often symbolic, shaped by international investor demands, donor agencies, and global supply chain pressures. Comparative analysis highlights the risk of a two-tier ESG system, with developed economies setting global benchmarks while developing economies struggle to align due to institutional voids, compliance costs, and capacity constraints. The study contributes to theory by applying stakeholder, legitimacy, and institutional perspectives to explain differences in ESG adoption and discourse. It offers practical implications for policymakers, investors, and corporations, emphasising the need for stronger regulatory frameworks, context-sensitive evaluation criteria, and strategic integration of ESG. Limitations are acknowledged, particularly the reliance on secondary data, while directions for future research include empirical case studies and longitudinal analysis of ESG adoption in developing contexts. The research concludes that ESG is not a universal framework but a context-dependent discourse, with both convergences and divergences shaping its global trajectory.
Environmental, Social, and Governance (ESG); Systematic Literature Review (SLR); Developed Economies; Developing Economies; Sustainability Reporting.
Copyright (c) 2025 Zonaira Akbar (Author) https://creativecommons.org/licenses/by/4.0
Auditing Fake Reviews and Their Psychological Impact on Hotel Booking Decisions in Pakistan
In digital hospitality markets, online reviews serve as critical trust signals that shape consumer booking decisions. However, the increasing prevalence of manipulated reviews—ranging from incentivized endorsements to algorithmically amplified content—raises concerns about authenticity and consumer vulnerability. This study investigates the psychological impact of review manipulation on hotel booking intention in Pakistan, a context marked by rapid digital adoption and limited regulatory oversight. Combining algorithmic audit with experimental design, we first identify linguistic and temporal patterns indicative of promotional review activity across major booking platforms. We then examine how manipulated reviews influence consumer behavior, focusing on the mediating role of perceived authenticity. Results reveal that exposure to manipulated reviews significantly reduces perceived authenticity, which in turn lowers booking intention. These findings underscore the importance of authenticity as a psychological mechanism in digital trust formation. By integrating behavioral experimentation with audit-driven manipulation cues, the study offers a novel framework for understanding consumer responses to review credibility. Practical implications include the need for platform-level transparency interventions and authenticity-enhancing design features. The research contributes to ethical digital marketing scholarship by highlighting the consequences of review manipulation and advocating for trust-preserving practices in emerging hospitality ecosystems.
Copyright (c) 2025 Syed Zain ul Abdin (Author) https://creativecommons.org/licenses/by/4.0
Algorithmic Authenticity: Impact Of AI Personalization On Perceived Brand Trust
The rise of AI based personalization in digital marketing has changed the way brands interact with consumers by providing hyper relevant content at scale. However, empirical understanding of how different types of personalization logic shape perceived authenticity and brand trust is still developing. Although there is ample literature on and conceptualizations of personalization, prior research collapses personalization into a single type, has underemphasized the role of authenticity as a mediating factor, and has largely neglected to account for cueing algorithm disclosure/algorithmic transparency. This study, in response to this research gap, assesses the relationship between four types of personalization (generic, content based, hybrid-disclosed, and hybrid-opaque), using an algorithmic audit with an experiment to compare empirical net effects of each personalization type on authenticity and trust. This research was guided by signalling theory and literature on relationship marketing and forming hypotheses to examine perceived authenticity as mediating the impact of a personalization type on trust measures. The results show that hybrid-disclosed personalization has the most effect on authenticity, which had an equally palpable effect on trust, even with a constant message relevance. By merging a technical audit and findings from consumer response, this research contributes to personalization literature, tenure towards design decisions that contribute to ethical practices, and situates perceived authenticity as a relevant process in establishing and maintaining integrative and sustainable brand relationships that can be traceable back to ownership & algorithmic branded strategies
AI driven personalization, algorithmic transparency, perceived authenticity, brand trust, digital marketing, recommendation systems, hybrid personalization, content based personalization, consumer perceptions
Copyright (c) 2024 Shohaib Muhammad, Danial Waheed, Ayesha Anwar (Author) https://creativecommons.org/licenses/by/4.0
FinTech Disruption and Credit Risk: How Digital Finance Shapes Bank Stability in a Growing Economy
This research investigates the determinants of credit risk in the banking sector of Pakistan with a special emphasis on the contribution of financial technology (FinTech). Based on panel data from 14 commercial banks for the period 2013–2023, the analysis includes bank-specific variables and macroeconomic variables, supplemented by a FinTech index. Based on asymmetric information theory, the research investigates the ways in which technological innovation minimizes information asymmetry and remodels credit risk. The findings establish that loan loss provisions sharply raise credit risk, validating their status as symptoms of declining asset quality. Profitability, capitalization, economic expansion, and FinTech penetration have statistically significant impacts in line with theoretical predictions, marking their role in better credit risk management. Bank size, however, proves to be insignificant, indicating Pakistani large-scale institutions are not necessarily more resilient. The results reinforce the significance of provisioning habits and deeper FinTech integration in enhancing banking stability. Keywords: Credit Risk, FinTech, Bank Capitalization, Economic Growth
Copyright (c) 2025 Ayesha Nadeem (Author) https://creativecommons.org/licenses/by/4.0
Knowledge Application and Fintech Innovation as Drivers of Pakistani Bank Performance: The Role of Organizational Culture
This study investigates the impact of knowledge application and fintech innovation on the performance of banks in Pakistan, considering the moderating role of organizational culture. Utilizing a quantitative research approach, data were collected from 230 bank employees via a 23 item-structured survey instrument. The results reveal that Knowledge Application significantly influences fintech innovation and both knowledge application and fintech innovation positively affect bank performance. Organizational culture significantly moderates the relationship between knowledge application and fintech innovation, amplifying its impact. The mediation analysis confirms that fintech innovation mediates the relationship between knowledge application and bank performance across different levels of organizational culture, supporting the proposed moderated mediation hypothesis. These findings underscore the importance of integrating knowledge application and embracing fintech innovations to enhance banking performance, while also highlighting the complex role of organizational culture in these dynamics. The study contributes to the understanding of how banks can leverage these factors to achieve better performance outcomes in the context of a developing economy like Pakistan. Key Words: Knowledge Application, Fintech innovation, Organizational Culture, Bank Performance
Copyright (c) 2024 Anisa Maryam Noor (Author) https://creativecommons.org/licenses/by/4.0
Algorithmic Touchpoints: Investigating AI’s Role in Shaping Customer Experience and Relationship Quality at Zara
This research intends to understand how artificial intelligence (AI) impacts customer experience and their relationship quality with Zara UK in the fashion retail context. The study utilizes Customer Relationship Management (CRM) Theory and the Task-Technology Fit (TTF) Model. It seeks to examine relationships between AI (e.g., chatbots, personalization recommendations, smart fitting rooms) either enhance customer shopping experience and build customers' relationships with Zara. A quantitative survey was conducted with 312 Zara customers from major cities in the UK, and the data was analysed using the SPSS PROCESS macro. The findings show that AI usage resulting in enhanced customer experience has significant impact on relationship quality. Here, customer experience plays a mediating role between AI use and the relationship construct. Therefore, when AI tools are designed geared towards customers' needs, the interaction benefits can improve customer convenience and build on their trust and loyalty with Zara. So, the findings could provide practical implications for fashion retailers looking to implement a digital strategy, whilst keeping in mind digital versus personal interaction experiences
Technology Fit Model, Artificial Intelligence in Retail, Customer Experience, Customer Relationship Quality, Fast Fashion, Zara UK, CRM Theory, Task-Technology Fit Model, AI Personalization, Retail Technology Adoption, Consumer Engagement
Copyright (c) 2025 Safia Irshad (Author) https://creativecommons.org/licenses/by/4.0
Short‑Term Surges, Long‑Term Futures: Host Perceptions of Revenge Tourism and Social Sustainability
This study examines how revenge tourism intensity influences two key social outcomes: host well‑being and perceived social sustainability. Drawing on social exchange theory and appraisal-based perspectives, the research tests a model in which perceived utility mediates the effect of tourism intensity on both outcomes, and friction reduction moderates the link between tourism intensity and host well‑being. Using survey data from residents of Irish destinations experiencing strong post‑pandemic rebounds, the analysis shows that perceived utility is a significant channel through which tourism intensity fosters positive social evaluations, while friction‑reducing measures amplify the well‑being benefits of surges. The findings contribute to theory by clarifying the conditions under which short‑term demand spikes translate into durable social value. For policy and practice, the results highlight two actionable levers for destination managers. First is ensuring that benefits are visible and proximate to residents and second is minimizing everyday frictions during peak periods. By managing these terms, revenge tourism can serve not only as an economic catalyst but also as a driver of community well‑being and social sustainability
Copyright (c) 2024 Qurat Ul Ain (Author) https://creativecommons.org/licenses/by/4.0
Trust on WhatsApp: Designing Faith‑Aware, Human‑in‑the‑Loop Hotel Recommenders for Pakistan
In Pakistan, hotel bookings often take place through informal channels like WhatsApp, phone calls, and personal referrals rather than through formal apps or platforms. Travelers prioritize family privacy, faith-aligned amenities, and payment flexibility—needs that are rarely addressed by conventional recommendation systems. This study explores how hotel recommendations can be made more trustworthy and relevant in such a setting. Using interviews, booking simulations, and chat transcript analysis across Abbottabad, Murree, and Swat, we find that travelers respond more positively to recommendations that are delivered inside familiar channels, explained in clear and culturally sensitive language, and supported by human staff. Features like cash-on-arrival options, safety cues, and the ability to override AI suggestions increase trust and booking confidence. The study proposes a conceptual framework for low-resource recommendation ecologies, emphasizing cultural congruence, human oversight, and explainability as key drivers of adoption. These findings offer practical guidance for designing hotel recommendation systems that work with, rather than against, the realities of informal travel in Pakistan. Keywords: Hotel Recommendation Systems; WhatsApp-Native Booking; Faith-Aware Design; Human-in-the-Loop AI; Cultural Congruence; Informal Tourism; Pakistan Hospitality; Explainable Recommendations; Low-Resource Digital Systems; Trust in Travel-Technology
Hotel recommendation systems; WhatsApp-native booking; Faith-aware design; Human-in-the-loop AI; Cultural congruence; Informal tourism; Pakistan hospitality; Explainable recommendations; Low-resource digital systems; Trust in travel technology
Copyright (c) 2024 Shumaila Hassan (Author) https://creativecommons.org/licenses/by/4.0
Harnessing Artificial Intelligence: Organizational Creativity, Innovation, and Performance in the Digital Era
This study explores the transformative role of artificial intelligence in shaping organisational creativity, innovation processes, and performance outcomes. Drawing on qualitative data from semi-structured interviews with senior managers and innovation leads across diverse sectors, the research develops and validates a conceptual framework that positions creativity as a mediating mechanism between AI adoption and strategic performance. Thematic analysis reveals that AI-enabled tools foster ideation, experimentation, and cross-functional collaboration, particularly when embedded within inclusive and adaptive organisational cultures. However, the findings also highlight tensions between technological efficiency and human agency, with implications for leadership, trust formation, and ethical innovation. By bridging theoretical insights with empirical evidence, the study contributes to a deeper understanding of how organisations can leverage AI not merely as a technical asset, but as a catalyst for creativity-driven transformation. The paper concludes with recommendations for future research and practice, emphasising the need for context-sensitive strategies that align digital capability with human-centred innovation.
Organisational Creativity Artificial Intelligence (AI) Innovation Management, Strategic Performance Digital Transformation Human-Centred Technology Qualitative Research Conceptual Framework Ethical Innovation Adaptive Organisational Culture
Copyright (c) 2024 https://creativecommons.org/licenses/by/4.0
Between Algorithms and Everyday Choices: University Students’ Perspectives on AI For Campus Sustainability
This study investigates how Hungarian higher‑education students interacted with AI-supported sustainability systems in their daily life at campus, specifically in relation to food services, mobility planning, and real‑time environmental feedback. Using semi‑structured interviews and a focus group with 32 students across multiple institutions, thematic analysis revealed three phases of interaction: sense‑making, trust construction, and behavior change. In the sense‑making phase, students engaged with the systems using pragmatic considerations like time, tangibility, prior understandings, and fitting into their daily life. Perceived value of what was produced was lessened when inputs were unclear regarding the context or unfriendly regarding the communication format. Trust developed through layered assessments of risk. Early trust was related to transparent data origins; trust developed through student-performed verification in situ; and trust was reinforced through social validation through affordability of services, fair pricing, inclusivity, and language accessibility. Trust diminished when the system stripped away autonomy, masked trade-offs, burdened cognition, or could not deliver cues to action. Behavior change appeared to happen when systems eliminated the friction of decision making, while aligning to previous habits. Sustained acceptance required ongoing trust and perceived value. The findings contribute to understanding of how AI-mediated sustainability initiatives are perceived, validated, and acted upon in the context of higher education, while providing design implications for systems seeking to be inclusive, transparent, and behavior changing
AI enabled sustainability; campus technology adoption; sense making; trust formation; behavioural response; perceived utility; provenance; fairness; everyday choices; student engagement; environmental attitudes
Exploring Nursing Students’ Perspectives on Artificial Intelligence in Clinical Learning Environments
Abstract The study aims to explore the Nursing Students’ perception of AI tools in their clinical learning. The study conducted a field survey from 250 students and asked about their exposure to AI tools and their acceptance level. The digital confidence was examined as moderator. The results were analyzed using SPSS Process macro. It was found that students with more frequent interaction with technology tools, such as virtual simulations, reported higher acceptance, and this connection grew stronger for those who felt more at ease with digital systems. The findings suggest that hands-on experience with technology, paired with efforts to build students’ digital skills, can improve their readiness to use these tools in nursing education. These insights offer practical guidance for educators aiming to integrate technology effectively while supporting student needs. Keywords: Clinical Learning, Digital Confidence, Nursing Education, AI Acceptance, AI Exposure, TAM
Clinical Learning, Digital Confidence, Nursing Education, AI Acceptance, AI Exposure, TAM
Enhancing Financial Fortitude in Banking: Digital Transformation, Competitive Pressure and Financial Resilience
Abstract This study explores the relationship between financial resilience and digital transformation in Pakistan's banking industry, using competition pressure as a moderator and research and development (R&D) as a mediator. A 37-item questionnaire was designed to gather data on demographics and the main research variables. The findings show a strong positive relation between financial resilience and digital transformation, with competition pressure substantially moderating this link. However, research and development insignificantly mediate the relationship between digital transformation and financial resilience. This study underscores the significance of embracing digital transformation to strengthen financial resilience, providing insightful information for Pakistan's banking sector. This study, which is restricted to the banking industry within particular geographic parameters, provides insights that institutions can use to navigate the challenging terrain of digital transformation. It acts as a thorough manual for banks looking to maintain their resilience and competitiveness in the face of growing industry difficulties. Keywords: Financial Resilience, Digital Transformation, Banking Industry, Competition Pressure, Research and Development, Pakistan Banking Sector
Copyright (c) 2024 Sadia Noor (Author) https://creativecommons.org/licenses/by/4.0
Impact of CSR Disclosure Reports on Corporate Financial Performance with Moderating Role of Competitive Pressure. Evidence from Non-Financial Firms of Pakistan
This study investigates the relationship between Corporate Social Responsibility (CSR) and Corporate Financial Performance (CFP) among non-financial firms listed on the Pakistan Stock Exchange (PSX) from 2019 to 2024, with a particular focus on the moderating role of competitive pressure. Using a purposive sampling technique, the research employs correlation analysis and panel data regression to assess the impact of CSR on financial performance. The findings reveal a significant relationship between CSR disclosure and financial performance, with competitive pressure significantly moderating this relationship. This study provides valuable insights for non-financial firms by demonstrating how effective CSR integration can enhance financial outcomes, and how leveraging CSR can serve as a strategic tool for gaining a competitive edge. It also highlights the importance of balancing CSR initiatives with financial performance to achieve optimal results. In highly competitive markets, amplifying CSR efforts may help firms distinguish themselves and improve their financial performance. These insights can guide firms in developing and implementing evidence-based CSR strategies that align with both their social and financial goals. Keywords: Corporate Social Responsibility, Competitive Pressure, Financial Performance, Pakistan Non-Financial Firms
Copyright (c) 2024 Aqsa Arshad (Author) https://creativecommons.org/licenses/by/4.0
Leveraging Generative AI for Environmental Education: Effects on Students’ Environmental Knowledge and Attitudes with Moderating Influence of Ecological Susceptibility
Abstract This study looked at how using Generative AI, in environmental education affects university students’ understanding of nature and their feelings toward protecting it. We asked 200 students aged 18 to 25 about their knowledge, attitudes, and how much they care about ecological issues. The findings show that using these AI tools helps students learn more about the environment and feel more positive about conserving it. Students who already care a lot about nature benefit even more, showing bigger improvements in both knowledge and attitude. We used survey and SPPS to analyze the results, finding strong connections between tool use and learning outcomes. The results suggest that these tools could be a great way to teach about the environment, especially if tailored to students’ interests. Future research could include more groups and check if these changes last overtime.
Keywords: Environmental Education, Ecological Susceptibility, Environmental Knowledge , Environmental Attitude
Copyright (c) 2024 Digital & Social Review https://creativecommons.org/licenses/by/4.0