المبحث الأول: الأدب النسائي
کان للرجال (الشعراء) دور کبیر في النثر والشعر، ولکن لا یمکن ان تنکر دور ومحاولات النساء(الشاعرات) في الشعر، ولکن في البدایۃ کانت تعتبر أشعار ومنظومات النساء شيئًا معیبًا ، فلا یھتم الناس بالشاعرات، اللّھمّ إلا شاعرۃ واحدۃ کانت في قمۃ الشاعرات المبدعات وھي ’’بدر النساء بیگم‘‘ وکان ذلك في عام 1192۔
ولم یظھر إبداع النساء الشاعرات الکبیرات ولکن ظھر القلیل منه في النصف الأول من القرن التاسع عشر المیلادي ولم يکن من حقھن أن يظھرن إلی الساحۃ الأدبیۃ مباشرۃ وقد ظلت أشعارهن بین الجدران۔
وجاء ذکر الشاعرۃ (حضرت بی بی ولید) التي لھا مجموعات شعریہ متعددۃ وکان ذلک فی القرن الثامن عشر المیلادي وقد توفیت في 1836، وھناک بعض الشاعرات اللاتي جاء ذکرهن في ذلک العھد ومنھن: خضیہ بیگم، بی بی حلیم چندا ماہ لقاء، سید النساء، حیدری خانم، سلطان بیگم سلطان، شمس النساء، رضیہ خاتون جمیلہ، فخر النساء حجاب، رحمت النساء بیگم، سیدہ سردار بیگم اختر وغیرھن من الشاعرات المشھورات ۔
وتعتبر ماہ لقا چندا صاحبۃ الدیوان (الأولی) في الشعر الأردو وقد تم ترتیب دیوانھا في 1798م، 1213ھ، ولکن ذکر نصیر الدین ھاشمي بأن الشاعرۃ لطف النساء تعتبر صاحبۃ الدیوان الأول والأقدم من ماہ لقا چندا لأنھا رتبت دیوانھا في 1212ھ وکان ذلک قبل ماہ لقاء بسنۃ واحدۃ ، وھناک الکثیرات اللاتي لھن الفضل الکبیر في الشعر النسائي ومنھن: نواب شاہ جھاں، رضیہ جمیلہ، عابدہ، زاہدہ خاتون شروانیۃ، وتقول عنھا الدکتورۃ فاطمۃ حسن بأنھا ولدت في 1896ء وتوفیت في 1922 وعمرھا آنذاک 26 عاماً. وتقول الدکتورۃ سلطانہ بخش عن زاھدہ خاتون بأنھا نظمت عدۃ أشعار ولکن تخلصها الشعري کان (زخ ش) وقد ولدت في 1894م ۔ ومن الأمثلۃ علی شعرھا:
میں شانے سے درگزری، أئینے سے باز آئی
اب دل ہی نہیں جس میں ہوذوق خود آرائی
ہر چیز کی صورت میں، ہوں نور کی مورت میں
ناظر نہ ہو جب...
Shah ʿAbdul Latīf Bhitāī's Kalām (Risāla) is the interpretation of Sharīʿah and Taṣawwuf. Then parables and metaphors are used, but in essence, the whole Risāla is based on the teachings of Ṣūfīsm. Allāh has given acceptance to this Risāla. Many interpretations and explanations of Shāh's Risāla have been written. This article is based on the introduction of an outspoken, commentator who interpreted Shāh Sāḥib's Kalām in the light of Sharīʿah and Ṣūfīsm. It was an important task of its kind. He was not certified scholar or peer or mentor to carry out this work, but he was a headman and land lord. Allāh took this unique work from his pen. The name of this saint is Ḥajī Rasūl Bakhsh Dero. This interpretation of Shāh's Kalām is the one of the biggest argument for this saint's good faith, Sincerity and honesty.
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.