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The research aims to explore the impact of digital platform integration and reconstruction capabilities on organizational agility (mediator) and ESG performance of small and medium size enterprises of Pakistan. The study also examines the moderating role of technology uncertainty between digital platform capabilities and organizational agility that further leads to ESG performance. Data is collected from 300 firms while industries include; IT, Manufacturing, Textiles, Electronics, and Automobile in eight big cities of Pakistan and the respondents are middle and senior managers. Data was analyzed using the software; SPSS (reliability analysis) and R Studio (version 4.5.2), Structural Equation modeling (SEM) and regression Analysis. The study used Resource-Based View and Dynamic Capability Theory to see the role of digital platform capabilities, organization agility and uncertain technology conditions’ on ESG. The findings of this research are that such organizations with agility perform better on the ESG dimensions. First, this study takes a capability perspective to explore the impact of digital platform integration and reconstruction capability on Organizational agility, which extends the related studies taking digital perspective. Second, the inner mechanism between organizational agility and firm ESG performance is revealed where organizational agility works as a bridge for ESG performance. Third, the relationship between digital platform capabilities and organizational agility is exposed by the moderation of technology uncertainty. Where technology uncertainty positively moderates the relationship between digital platform capabilities and organizational agility.

Purpose of this research is to examine the relationship between organizational agility (OA) and the Environmental, Social, and Governance (ESG) performance of firms. Specifically, it seeks to understand the organizational agility and agility in various industries of Pakistani firms including some control variables e.g. firm size, firm age, industry and city. Data is collected from 300 firms of Pakistan and the respondents are middle and senior managers. R studio is used to analyze data (version 4.5.2). The analysis techniques include; descriptive statistical, correlation, reliability, validity, Common Method Variance (CMV), Structural Equation modeling (SEM) and regression (including control variables). Data is collected from the industries of IT, Manufacturing, Textiles, Electronics, and Automobile, in eight cities of Pakistan. Results show that there exists a positive relationship between organizational agility and firm ESG Performance. This study contributes to the literature by the importance of organizational agility as a dynamic capability in achieving ESG goals, providing new directions for future research and practical recommendations for policymakers and industry leaders.

This paper aims to evaluate how the type of streamer (human vs. AI) influences consumer desire in live-streaming commerce through socio-cognitive and motivational mechanisms. Building on the CASA framework, Self-Determination Theory (SDT), and the Model of Goal-Directed Behavior (MGB), this study examines whether human and AI streamers differentially generate perceived empathy, which then activates intrinsic and extrinsic motivations leading to consumer desire. This paper also aims to test whether personal involvement and skepticism moderate the empathy–motivation pathway. A between-subjects experimental design was used to randomly assign participants to view identical livestreaming scripts presented by either a human or a humanoid AI streamer. Data from all 277 Chinese livestreaming participants were analyzed using PLS-SEM. The key findings show that (i) perceived empathy is significantly higher for human streamers than AI streamers, (ii) perceived empathy significantly boosts intrinsic motivation and consumer desire, with a smaller effect on extrinsic motivation, and (iii) intrinsic motivation, but not extrinsic motivation, is a significant predictor of consumer desire. Additionally, personal involvement strengthens the link between empathy and intrinsic motivation, while skepticism weakens the motivational pathways—especially in AI-based interactions. This research reveals that empathy is the main psychological link between streamer identity and consumer desire, and that intrinsic motivation is the dominant mechanism driving consumer engagement in live commerce, grounded in warmth and relatedness. The findings also indicate that emotional authenticity and the fulfillment of psychological needs remain crucial determinants of consumer desire, even in AI-mediated retail. Practical implications include enhancing empathetic communication and balancing the use of human and AI streamers in digital commerce.

Youth student organizations, particularly Student Union Branches, play a vital role in ideological development and talent cultivation within Chinese higher education. Operating within a unique socio-educational context, these organizations must navigate the complex challenge of enhancing organizational effectiveness while ensuring ideological alignment. This study adopts a mixed-methods approach, combining surveys of 127 student cadres with in-depth case studies of 6 Student Union Branches, to investigate how sophisticated mechanisms for understanding, predicting, and managing individual thoughts and behaviors can improve organizational outcomes. The research proposes an integrated U-P-M (Understanding-Prediction-Management) framework. This includes a multi-layered understanding mechanism based on dynamic monitoring, dialogue, and data insight; a prediction mechanism utilizing intelligent forecasting and proactive intervention; and a management mechanism combining value guidance, organizational optimization, and environmental shaping. Quantitative results show that Student Union Branches implementing the systematic U-P-M framework achieved significant gains: a 28% increase in organizational belonging, a 35% rise in activity participation, and a 42% improvement in task execution efficiency. Qualitative findings further reveal contextual implementation challenges and success factors. This study contributes an evidence-based theoretical framework and reproducible pathways for enhancing youth student organization effectiveness within China's specific educational environment. It highlights the delicate balance between organizational autonomy and ideological conformity, offering valuable insights for educational administrators and student affairs professionals seeking to foster high-quality organizational development.