Hooria Muthar

Research Interests

Consumer mindfulness and digital well-being; social media marketing and purchase intention; brand relationships in digitally mediated markets; sustainable and ethical marketing; quantitative consumer research using structural equation modeling (PLS-SEM).

Education

M.S., Business Studies (Human Resource Management & Marketing) — CGPA 3.4 / 4.0

The Women University Multan, Pakistan · 2023 – 2025

• Thesis: Consumer Mindfulness in the Age of Social Media.

B.B.A., Business Studies (Marketing) — CGPA 3.28 / 4.0

The Women University Multan, Pakistan · 2019 – 2023

Teaching Experience

Instructor — MGT-253 Principles of Marketing

Institute of Management Sciences, The Women University Multan · Current · Course hub: mgt-253.pages.dev

• Teach the compulsory 3-credit Year-2 Principles of Marketing course (STP, consumer and business markets, marketing mix, IMC).
• Design weekly materials and facilitate case discussion and applied marketing debates with South Asian market examples.
• Align learning outcomes with Kotler-based core texts and institutional syllabus requirements.

Research & Scholarly Presentations

• Kanwal, M., Mutahir, H., & Sabir, M. (2024, December 12–14). Shaping purchase intentions through social media marketing. Paper presented at the 4th International Conference on Economic Issues and Sustainable Development (EISD), The Women University Multan, Pakistan.
• Muthar, H., & Kanwal, M. (2025, June 18–19). Paper presented at the 3rd International Conference on AI for Sustainable Business, Ethical Innovations, and Entrepreneurial Practices, University of Management and Technology (UMT), Lahore, Pakistan. Certified recognition by the School of Professional Advancement, UMT.

Research Methods & Scholarly Practice

Structural equation modeling (PLS-SEM / SmartPLS 4); quantitative analysis (SPSS); survey design and measurement; consumer and social media research design; academic research writing and literature synthesis; conference paper development; undergraduate marketing instruction; case-based teaching; research presentation.

Professional Experience

Human Resources Intern — MSK International (Pharmaceutical)

• Supported HR documentation, interview scheduling, and employee record maintenance.
• Assisted file organization, cross-department coordination, and observation of compliance practices.

Selected Training

• Structural Equation Modeling Using SmartPLS 4 — University-based workshop, 2025
• Research Methodology for Beginners — University-based workshop, 2025
• Certificate of Appreciation — International Conference on Economic Issues & Sustainable Development (EISD), 2024

Languages

English (fluent academic and professional use); Urdu (native).