Shibli, English, and the Step-Mother

The relationship between English (in what this term comes to mean as a language, as a discipline of studies, and as a synecdoche of Western culture) and our culture as Muslim Pakistanis has developed over a period of time since the British colonization. The history of this cultural interaction may be divided into three broad phases: the initial, the middle, and the present. The strategy adopted in this paper is based upon the argument that this relationship may be traced through some of the most representative figures of our culture, such as, Shibli, Iqbal, Faiz etc. In each phase of this interaction. The present essay on Shibli deals with the first phase of our cultural interaction with English. It adopts what may be termed as an analogical approach to the issue as it intends to engage with what I think to be rather unwarranted psychoanalytic forays of some of our critics into the psycho-dynamics of such culturally representative figures like Shibli in their relationship with English. The paper exploits the analogy first used by Sheikh Muhammad Ikram, and later employed by Nasir Abbas Nayyar that Shibli’s attitude towards English was the same as his attitude towards his step-mother at home. English, in other words, was a step-mother for Shibli, and for the generations represented through his figure in this early phase of our cultural interaction with the language. Shibli’s terms of engagement with his step-mother, and analogically with English, is the subject of this essay.

Factors Affecting Consumer Path to Purchase and Post Purchase Behavior Through Mobile Marketing Activities: An Integrated Model

Mobile advertising is one the most flourishing businesses throughout the world these days. According to the projections, it is expected to surpass more than 100 billion dollars in the near future, which is more than 50% of total digital advertising budget spent in 2016 globally. One of the possible reasons for this extraordinary growth of mobile advertising can be attributed to the novel penetration and use of smartphones throughout the world. Due to this tremendous growth and remarkable penetration, there is a substantial need for the marketers and business practitioners to better understand their customers’ behavior with respect to their use of this new media. Past researches in the context of mobile marketing are purely conceptual or exploratory in nature. For that reason, there is a substantial need for empirical researches to test the proposed models in order to deeply understand their effectiveness and application in mobile marketing domain. Hence, the aim of current research was to empirically examine the internal and external determinants of mobile marketing having impact on consumer path to purchase and post purchase behavior. These factors were also mediated by emotional value in order to accomplish consumer related behavioral outcomes. A quantitative approach based upon a cross-sectional administered survey was employed to collect the data from 343 university going student as respondents. The Partial Least Square (PLS) two step path modeling was used to test the direct and indirect hypotheses. The results indicate that mobile advertising related factors (except localization) and consumer related factors do impact path to purchase and post purchase behavior sequentially and concurrently through emotional value. Based on the findings of the study, theoretical and practical contributions along with certain limitations and future researches recommendation are discussed consciously.