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. In her capacity as Managing Editor of the International Journal of Experiential Learning & Case Studies, she plays a critical role in shaping the discourse on experiential learning. Saima holds a Master of Philosophy degree in Business Management and a Graduate Diploma in Teaching English to Speakers of Other Languages (TESOL). Moreover, her commitment to advancing the field of entrepreneurship is demonstrated by her ongoing pursuit of a PhD in Marketing. Saima’s research interests are focused on consumer and employee behavior, which is evident from 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 & 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 Organisation 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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