JOURNAL OF SOCIAL SCIENCES DEVELOPMENT

THE INFLUENCE OF TRANSFORMATIONAL LEADERSHIP ON WORKPLACE DIVERSITY: ORGANIZATIONAL CULTURE AS MEDIATOR

Shafqat Ullah, Irfan Ullah Khan — Wed, 11 Feb 2026 00:00:00 +0000

This study explores the impact of transformational leadership on workplace diversity over mediating role of organizational culture in higher education institutions context in the southern region, KP, Pakistan. The study aims to understand that how leadership impact creation of inclusive environments wherein diverse individuals feels as respected, valued and empowered for realizing institutional strategic objectives. In this connection, quantitative research design was employed, using a structured survey distributed among teachers as target population while utilizing the sample. In this connection, hypothesized relationships were extracted from theoretical framework that are chased through different statistical tools to confirm the existence of the relationships, extracting the required information and reaching the desired conclusion for making suitable decisions about research issues in general as well as in particular context like higher education institutions. Thus, study results provide the significant information for reaching the conclusion and making the decisions. The future research may explore the longitudinal effects and extend the study towards other sectors for comparative analysis in order to compare the diverse outcome and contribute the knowledge from different dimensions.

PROCESS TRACING IN LEADERSHIP DEVELOPMENT: THE CASE STUDY OF ZOHRAN MAMDANI’S POLITICAL DISCOURSE PATTERNS

Ayesha Tahir, Muhammad Sabboor Hussain — Tue, 17 Feb 2026 00:00:00 +0000

This research analyses the discursive development of leadership identity across three speeches by Zohran Mamdani as he transitions from legislator to mayoral candidate/mayor-elect. Utilizing the qualitative explanatory case study approach that combines Critical Discourse Analysis with process tracing, the study examines pronoun usage, modality, evaluative language, metaphor, and lexical selection in speeches across legislative, campaign launch, primary campaign, and transition stages. The discussion reveals discursive shifts that correlate with changing political positions. Legislative communication generates leadership through integrating movement and institutional identities. Campaign talk invokes self-proclaimed authority without disrupting continuity of movement through metaphor. Advanced reframing in stressful circumstances, including removing personal aspects from attacks and engaging directly with affected communities, is evident in responses to such attacks. In this regard, the study contributes to the field of leadership research by demonstrating that the identity of leadership is progressively constructed through sequence of communicative experiences rather than expressed through them. The primary argument is supported: leadership development is not only established in discourse but is actually produced by it.

IMPACT OF BEHAVIOURAL PREDICTING AI TOOLS IN DIGITAL FASHION RETAIL MARKETING. TARGETING, RE-TARGETING, HYPER-TARGETING!

Mirza Imran-Ul-Haque, Abdul Manan Khalid, Hassan Ashraf Butt — Tue, 24 Feb 2026 00:00:00 +0000

The global fashion retail industry is in process of transformation like never before, and it is powered by Artificial Intelligence (AI). The study examines the complex role of AI in behavioral predictive targeting, re-targeting and hyper targeting in digital marketing within the fashion retail business through the prism of two different perspectives: industry professionals and customers. The study used a mixed-method, cross-sectional survey design, which enabled the researcher to gather data on 500 Pakistani fashion retail professionals and 500 Pakistani fashion retail customers using a structured questionnaire. The data analysis, which is based on descriptive statistics, is conducted in SPSS and discusses the adoption of AI, perceived benefits, and challenges, accepting such benefits as product recommendations and visual search. The article also recognizes such major challenges as data privacy issues, high implementation prices, and the ethical issues of AI bias, and also presents the customer experience of AI-generated features and advertising platforms. Thus, the results indicate that there is a general opinion among the industry experts that AI is strategically essential, especially in product the recommendation, targeting, visual search, as well as predictive audience development.