| Tufail, A., & Farooq, O. (2026) Gen Z And The Virtual Feed: Assessing The Influence Of Synthetic Avatars On Youth Purchase Intentions. Center for Management Science Research, 4(6), 412-427. |
| Farooq, O., Khan, G., Ali, Y., & Sandhu, M. S. (2022, December). Exploring the motivations and factors influencing the study abroad decision: a study on Muslim international students. In Australian and New Zealand Marketing |
| Academy Conference 2022: Reconnect & Reimagine. - Ahmad, A., Farooq, M. |., Rasool, S., & Farooq, O. (2023). Approaching the firm’s innovation capability through knowledge management lens. Pakistan Journal of Humanities and Social Sciences, 11(4), 188-198. |
| Ahmad, A., Abbasi, M. N., & Farooq, O. (2020). What defines counterfeiting? A timeline analysis of the definition. Journal of Business and Social Review in Emerging Economies, 6(2), 641-650. |
| Ramzan, M., Abbas, M., Aslam, S., & Farooq, U. (2018). Can education be a solution to the unemployment?. WALIA Journal, 34(1), 71-78. |
| Ahmed, N., Khattak, A. K., Iqbal, N., Farooq, O., & Iqbal, J. (2014). Role of celebrity endorsement upon consumer vanity with mediating role of materialism: Evidence from business students of Pakistan. Journal of business and management research, 4(1), 98-107. |
| Haider, N., Anmad, N., Farooq, O., Rasheed, |., & Parveen, S. (2014). The role of organizational resources and environment in Organizational performance and customer loyalty; service climate as mediator: A Study of Telecommunication |
| Structural Equation Modeling (SEM) in Social Sciences & Medical Research: A Guide for Improved Analysis |
| Effect of celebrity endorsement on customers’ buying behavior: A perspective from Pakistan |
| Credibility of Celebrity Endorsement and Buying Intentions an Evidence from Students of Islamabad, Pakistan |
| Role of celebrity endorsement upon consumer vanity with mediating role of materialism: Evidence from business students of Pakistan |
| The role of organizational resources and environment in Organizational performance and customer loyalty; service climate as mediator: A Study of Telecommunication Sector of Pakistan |
| The Relationship among Vanity Trait, Shopping Values & Compulsive Buying: An Evidence from University Shoppers |
