تمهيد

اردو میں عربی الفاظ کا املا: اختلافی مباحث کا تجزیاتی مطالعہ

Arabic language and literature has influenced Urdu language and literature in terms of fonts, grammar as well as orthography. Linguists have different opinions about orthography of Arabic words in Urdu. Some of them hold favorable opinion, some have opined against it, while some of the linguists have maintained a balance point of view in terms of orthography. The holy Qur’an is Arabic and perhaps that is the reason Muslims have spiritual affinity with Arabic. But language also sacred the way religion is? Can we relate languages with religion? Moreover, sociolinguistics cannot be ignored and that linguists provides concrete notions based on based on scientific study of languages. In this article, the author has analyzed and discussed the contradictory debates of different academic and applied in Urdu orthography of Arabic words in Urdu.  

Measuring the Impact of 3Ps of Marketing Mix on Online Consumer Buying Behavior: Attitude As Mediator and Gender As Moderator

Online consumer buying behavior is gaining significance in the field of marketing and advertising because it has changed the ways and techniques business adopt today for gaining market share with usage of web based techniques. The main purpose of current study is to investigate the impact of online product, price and promotion on online consumer buying behavior, this study also analyzed the role of attitude and gender as mediator and moderator between online product, price, promotion and online consumer buying behavior. This study adds value to the literature in following ways; firstly, it provides broader understanding on online consumer buying behavior as new technique which many businesses are operating their activities. Secondly, it provides detailed understanding of attitude as a mediator which elaborates its direct and indirect impact on online product, price, promotion and online consumer buying behavior. Its direct effect is observed with online consumer buying behavior while its indirect effect as a mediator between online product, price, promotion and online consumer buying behavior is observed in this study. Thirdly, the role of gender is investigated as a moderator with online product, price, promotion and online consumer buying behavior. Regression analysis along with dual statistical techniques were employed i.e. Barron and Kenny?s (1986) and Preacher and Hayes (2008) method of bootstrapping for analyzing the role of attitude and gender as mediator and moderator respectively. The findings showed that online product, price, promotion and online consumer buying behavior were positively and significantly associated with each other. It was observed that attitude partially mediates the relationship between online product, price, promotion and online consumer buying behavior. It was also observed that gender as a moderator moved in the opposite direction and was found in the insignificant range, which showed that gender does not moderate the relationship between online product, price, promotion and online consumer buying behavior. The findings of this study might be helpful for marketing managers and web inclined businesses to place relevant and targeted advertising messages along with the products that are tailored according to customer choice.