This study explores the impact of eye movement patterns on consumer behavior, specifically in the context of cafe menu designs. It aims to investigate how visual cues on menus influence decision-making and ordering behavior, utilizing eye-tracking technology to analyze gaze patterns in real time. Using an experimental design, this research tracks participants’ eye movements as they interact with different menu layouts. The study analyzes the correlation between gaze duration and selection, providing insights into which design elements attract attention and influence purchase decisions. The study anticipates that specific visual elements, such as item placement, color, and font size, significantly impact the time spent on menu items and the likelihood of selecting those items. The results suggest that menu layout can guide customer decisions and optimize sales by structuring information in a way that aligns with natural eye movement patterns. This research contributes to the field of consumer behavior by applying eye-tracking technology to cafe menu design, a relatively underexplored area. The findings provide valuable insights for marketers and cafe owners, offering data-driven recommendations for improving menu effectiveness and enhancing customer experience.

Keywords: Eye-Tracking, Consumer Behavior, Menu Design, Decision-Making, Cafe Marketing, Visual Cues, Ordering Behavior.

This study aims to assess how electronic word of mouth (EWOM) and social media advertisement (SMA) influence consumers’ Purchase Intention through trust and consumer engagement as mediating factors. The growing prevalence of social media marketing has made it necessary to understand the impact of electronic communication on the decision-making process of consumers. However, social media marketing’s engagement and trust aspects have received little attention. This research aimed to determine the extent to which EWOM and SMA influences purchase intention and to analyse the role of trust and consumer engagement in these relationships. Using quantitative research, the data were collected from 216 respondents aged 18-25 selected through non-probability convenience sampling. The data was analysed using PLS-SEM. The result of the study suggests that SMA significantly and positively influences consumer purchase intention, consumer engagement, and trust. Conversely, EWOM did not have a significant direct effect on purchase Intention. trust and consumer engagement were significant mediators. The findings suggest that while the EWOM may not directly influence purchase intention, SMA can influence when combined with trust and consumer engagement. It helps marketers to gain insights to so they can improve their consumer engagement through social media platforms to enhance their purchasing.

Keywords: Electronic Word of Mouth, Social Media Advertisement, Trust, Consumer Engagement, Purchase Intention.

This teaching case presents an ethical dilemma embedded in a real-life scenario within Pakistan’s knitwear export industry. It follows the intertwined personal and professional lives of two childhood friends—Abdul Raheem, the Dyeing Manager, and Farhan Ahmed, the Quality Control Manager—working at SA Group of Industries. On the night of a critical fabric dyeing operation, Raheem is urgently called home due to his mother's deteriorating health and entrusts the dyeing process to his team. His close friend Farhan, responsible for final quality approval, is left to decide the fate of a fabric lot that does not meet quality standards upon Raheem’s departure. Caught between friendship, company policies, cost implications, and ethical boundaries, Farhan must choose between rejecting, reprocessing, or approving the fabric lot through unethical means. The case explores themes of workplace ethics, moral courage, accountability, and professional boundaries. It challenges students to consider not only the formal consequences of decisions but also the informal, emotional, and relational pressures that influence ethical behavior in real-world contexts. Set in the high-stakes world of global textile exports, the case stimulates critical discussion around ethical decision-making, leadership under pressure, and the cost of moral compromise.

Keywords: Ethical dilemma, Leadership Ethics, Management Decision Making, Quality Control, Workplace Morality, Friendship vs Professionalism.