Zakariya Journal of Social Science

Impact of Artificial Intelligence on Sustainable Performance of SME in Pakistan: The Mediating Roles of Supportive Leadership

Dr. Nauman Mushtaq — 2026-01-19

The primary goal of this study is to assess whether artificial intelligence (AI), along with supportive leadership, impacts an organization’s sustainable performance. To better understand the relationships among these concepts, a quantitative study was conducted. Data were collected from 280 employees working in SMEs in Pakistan. Using structural SPSS software for analysis. The study results show that AI significantly increases the sustainable performance. Furthermore, the findings demonstrate that supportive leadership has a positive moderating effect on the AI and sustainable performance. These study results may provide organizational leaders with guidance on implementing productive work environments by leveraging AI as a valuable resource to achieve sustainable performance standards, while also fostering employee participation in the strategic process of transforming systems to meet long-term objectives.

Exploring Relevant Concepts between Job Happiness, Organizational Allegiance, and Staff Retention in Pakistan: Implications for HRM

Allah Bachayo — 2026-02-16

This study investigates the interrelationships among job happiness, organizational commitment, and staff retention in hospitals in Pakistan. The study's initial stage involves exploring relevant concepts and theories. Based on an extensive review of the literature, discussions, and prior findings, it is determined that work happiness, organizational commitment, and supervisor support are positively associated with employee retention. Employees who are committed to the organization experience a deep emotional connection, exert greater effort, and tend to be more productive. The study employs seven indicators to measure supervisory support. To quantify organizational commitment, five markers are used, while job satisfaction is assessed through seven modified items. Additionally, employee retention is measured using six modified questions. A five-point Likert scale is used to evaluate each questionnaire statement. The study reveals that satisfied employees are more likely to be highly motivated and to stay with the organization longer. Additionally, supervisor support improves job satisfaction and aids in employee retention. The implications of these findings extend beyond the specific hospitals in Pakistan and can be applied to other hospital industries to improve employee retention, job satisfaction, and overall organizational growth. From an HRM perspective, these findings highlight the significance of creating a positive work environment that fosters job happiness, encourages organizational commitment, and emphasizes supervisor support. Implementing strategies to enhance these factors can lead to higher staff retention, improved job satisfaction, and greater organizational success.

Technology Adoption and Service Delivery in Pakistan’s Hospitality and Tourism Sector

Anwar Kamal Khan — 2026-02-27

The adoption of technologies has emerged to be a critical strategy requirement within Pakistan hospitality and tourism industry due to the factors of competition, changing consumer demands and global digitalization that are transforming the way services are delivered. This article explores the trends and factors of technology adoption in hospitality and tourism companies in Pakistan, in terms of improved service delivery and efficiencies in operations as well as customer experience outcomes. The study will incorporate theoretical views like the Technology Acceptance Model (TAM) and diffusion of innovations to synthesize existing empirical data and industry publications in mapping present technological trends, obstacles, and opportunities in the hotel, tour operators, and digital service platforms. Quantitative analyses and qualitative studies such as TAM application and empirical studies of smart tourism technologies indicate the perceived usefulness, ease of use, infrastructure preparedness, and cultural considerations were found to be important factors that determine adoption. The results indicate that the key elements in enhancing service delivery and competitiveness are digital marketing, mobile platform, online booking and smart service technologies. In addition, the article provides policy and managerial implications to hasten the digital transformation in the ecosystem of tourism in Pakistan. These findings enlighten the stakeholders about the best practices that can be implemented to improve service innovation and adoption of technologies in the hospitality and tourism sectors.

An Empirical Analysis of Social Media-Driven Cyber Crimes against Women in Pakistan

Mehak — 2026-04-19

The study examines the implications of social media on the psychological welfare of Pakistani women within a patriarchal framework, elucidating the cultural determinants and the significance of social capital. Social networking sites have recently risen to the top of everyone's priority list. Social networking sites are used to exchange any information. In recent times, it is clear that crimes against women are on the rise in all areas where cybercrime is rampant. However, it can be a very frustrating experience for a woman. In this research, a study was conducted to examine cybercrimes that occur against women. How does a cybercrime affect a woman? I am also planning to provide information on measures to curb the rising cybercrime against women in Pakistan. We will learn about the impact of cybercrime on the lives of women victims. This study discusses various cybercrimes, such as cyber defamation, email phishing, bitcoin fraud, data theft, and social media scams. Cybercrimes against women have been discussed for many years. The use of social media has increased as more systems have gone online, such as online education, virtual meetings, and work-from-home, which has led to cybercrime.

Verification Diplomacy and the Chemical Weapons Convention in the Hybrid Warfare Era

Mian Mazhar Waqas — 2026-06-06

The Chemical Weapons Convention (CWC) has been described as the "gold standard" of multilateral disarmament because of its success in ensuring destruction of 99% of the world's declared stockpiles and for its verification regime, which is non-discriminatory. The modern advent of hybrid war (deniable military intervention by means of proxy operations, targeted covert poisonings and the strategic weaponization of disinformation) has brought the Convention to an unprecedented test of its architectural presumptions of the 20th century. This paper examines the development of the notion of “Verification Diplomacy” and the pivotal juncture at which forensic science and high-stakes geopolitical negotiations intersect. Through the lens of ‘weaponization of sovereignty', ‘procedural lawfare' and ‘attribution authority gap' revealed in the conflict in Syria and the employment of fourth-generation nerve agents, this study uncovers a conflictual tension between the cooperative nature of the CWC's history and the adversarial character of the current ‘gray zone' conflicts. In order to help sustain the chemical weapons taboo, the Organisation for the Prohibition of Chemical Weapons (OPCW) needs to shift from being a reactive monitoring organization to a proactive forensic investigator, the research said. The paper concludes that the survival of the CWC relies on a thorough structural change that would focus on forensic purity instead of political convenience, and ensure the treaty is a binding international rule in a more polarized world and a more technologically asymmetric international order.