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Saima Munawar

Ms. Saima Munawar

Senior Lecturer
Extension
353
Email
saima.munawar@iobm.edu.pk
Department
Marketing
Specialization
Marketing

About

Saima Munawar is an accomplished Senior Lecturer in the Marketing Department, possessing extensive experience in teaching and teacher training at both international and local levels. As Managing Editor of the International Journal of Experiential Learning & Case Studies, she plays a pivotal role in shaping discourse on experiential learning. Saima holds an MPhil in Business Management and a Graduate Diploma in Teaching English to Speakers of Other Languages (TESOL). She is currently pursuing a PhD in Marketing. Her research interests focus on consumer and employee behavior, reflected in her numerous peer-reviewed journal articles and international conference publications.
Academic Qualification
M.Phil Business Management, Institute of Business Management, Pakistan, 2023 MBA Marketing of Financial Services, Institute of Business Administration, Karachi, Pakistan, 2001 BBA, Institute of Business Administration, Karachi, Pakistan, 1999
Marketing, Education

Fahim, S. M., Munawar, S., Buledi, M. I., Hoo, W. C., & Khan, T. (2025). Navigating play: Gaming experience and ad avoidance of in-game mobile ads. Discover Sustainability, 6(1), 368.

Munawar, S., Khan, A. G., Fahim, S. M., & Butt, R. M. (2024). Barriers to online grocery shopping: A study of South Asian economy. International Journal of Social Sciences Bulletin, 2(4), 489–500.

Fahim, S. M., Butt, R. M., Munawar, S., Siddiqui, N. A., & Lohana, M. K. (2024). Addressing cyberbullying in healthcare: Causes, consequences, and policy reforms—a theory-driven approach. In Workplace Cyberbullying and Behavior in Health Professions (pp. 32–58). IGI Global Scientific Publishing.

Munawar, S., Muhammad, F. S., Raza, H., & Ali, Z. S. (2023). Time is money: A conditional mediation analysis of ad value moderated by time spent on YouTube. Market Forces, 18(2), 109–138.

Fahim, S. M., Bano, S., Ahmed, S. F., Munawar, S., & Saleem, S. M. (2023). Retaining employees with adoption of Industry 4.0 technologies in the automotive sector—Mediation of Training 4.0 and employee competency. Journal of Organisational Studies & Innovation, 10(3), 17–36.

Khan, A. G., Qureshi, M. A., Hussain, K., Abbas, Z., & Munawar, S. (2023). Corporate social responsibility promotes organisational citizenship and pro-environmental behaviours: The employee’s perspective. Organizacija, 56(2), 106–124.

Munawar, S., Qureshi, A. M., & Muhammad, F. S. (2022). Take it on the chin! Advertising acceptance on mobile platforms—A review of literature. Market Forces, 17(1), 121–162.

Munawar, S., Muhammad, F. S., Ahmed, S. S., Farooq, S., & Rehman, A. (2022). Skipping the skippable: An empirical study with out-of-sample predictive relevance. Journal of Community Psychology, 50(2), 742–759.

Fahim, S. M., Rehman, A., Munawar, S., & Nawaz, S. M. (2021). Thinking of going canting again: Factors affecting customers’ revisit intention to Chinese restaurants in Karachi, Pakistan. Journal of Quantitative Methods, 5(2), 34–55.

Munawar, S., Ahmad, N., & Abro, Q. M. M. (2021). Impact of eWOM credibility on purchase intention mediated by eWOM adoption. KASBIT Business Journal, 14(2), 84–99.

Munawar, S., Bashir, A., Fahim, S. M., Rehman, A., & Mukhtar, B. (2021). The effect of fear of missing out (FoMO) on hedonic services purchase in collectivist and restrained society: A moderated-mediated model. Academy of Strategic Management Journal, 20, 1–20.

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