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This study has been conducted on Celebrity endorsement affecting consumers attitude towards the advertisement and purchase intension to understand the impact of celebrity endorsement on the young generation via different channels. It includes the consumers behavior and in what direction advancements should be made so as to know how celebrity endorsement of a product can enhance the companys sales. The right match of celebrity for endorsing the brand or product is important to know about the perception of viewers and consumers purchase intention. The manuscript consists of five chapters....

Foreign direct investment (FDI) is an integral part of an open and effective international economic system and a major catalyst to development. Besides of being a pivotal part of an open and effective international economic system, the benefits of FDI are not distributed equally across different regions due to several reasons. Several problems, among which lies also the temporary ones like Militancy, extremism etc, have washed out the basin of FDI in Pakistan's economy.The current study aims at ascertaining the effect of social and economic indicators on FDI in Pakistan.