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Given the extensive evidence of femvertising's positive effects in Western cultures, this paper aims to investigate how femvertising may influence customers' perceptions and brand-related outcomes in a patriarchal context such as Pakistan.

Qualitative methodology was employed in this study, which was based on in-depth interviews involving 17 consumers (including both male and females). Thematic analysis was used to analyse the data.

Results indicated that male and female consumers revealed varied and sometimes contradictory perspectives on the perception, understanding and behaviour towards femvertised adverts, which are governed by patriarchal gendered norms.

This study contributes to the body of knowledge by exploring the consumer perception towards femvertising in a patriarchal context, where gender disparity is evident. It also draws attention to the underlying cultural elements contributing towards the formation of those perceptions.

Examining emotional solidarity that drives tourists’ nostalgia has received significant attention, offering valuable insights that can aid in the selection of a travel destination. However, tourists’ nostalgia, along with its antecedents—perceived safety risk and emotional solidarity, has gained less attention within the setting of Pakistan. Therefore, this research has been carried out and validated a research framework using the stimulus-organism-response model to investigate the links between perceived safety risk, emotional solidarity—welcoming nature, emotional closeness, sympathetic understanding, perceived nostalgia, and destination advocacy intentions. In addition, this model employed destination attachment—place identity and place dependence—as a boundary condition on the relationships between emotional solidarity and advocacy intentions.

This study collected 545 responses through two methods: offline distribution of print copies of the questionnaire and online surveys from domestic tourists who visited scenic destinations last year. Structural equation modeling (SEM) was performed using AMOS 26, and the PROCESS macro was conducted using IBM SPSS 28.

The findings highlighted that perceived safety risk negatively influences emotional solidarity—welcoming nature, emotional closeness, sympathetic understanding—, resulting in a positive effect on perceived nostalgia. Furthermore, tourists’ perceived nostalgia positively triggers advocacy intentions. The findings also confirmed the boundary conditions of destination attachment—place identity and place dependence—on the association between emotional solidarity and perceived nostalgia.

Three major practical implications of these findings: First, ensuring visitor safety with smart security measures, digital tools for quick response, and local community involvement. Second, highlighting local markets, art, and architecture to enrich cultural experiences and promote accessibility and diversity. Finally, using marketing to generate nostalgic experiences through local collaborations, professional storytelling, and engaging social media content to build emotional ties and curiosity.

In terms of originality, this is pioneering research intended at developing and validating the model in the context of Pakistani destinations. Furthermore, this marks the initial step in examining the proposed relationships between perceived safety risk and emotional solidarity in fostering tourists' perceived nostalgia, ultimately leading to a strong desire to advocate for the destination.

The pandemic's health and social issues have significantly altered the character and manner of teaching and learning in higher education across the country. The use of technology to replace or integrate face-to-face learning with online learning has become a necessary requirement for promoting and continuing learning processes. Furthermore, integrating technology is a goal of Sustainable Development Goal 4 (SDG 4) to make teaching and learning more innovative and sophisticated. This paper is based on a systematic review grounded in a synthesis of research papers and documents analyzing the current status of teachers' pedagogy through online learning modes in the context of Pakistan.

Through content analyses of academic studies in higher education and reflection on the online teaching experiences, this study discusses how students' learning is associated with teachers' teaching approaches in the modern era of digitalization and innovation.

The review and analysis suggest that online teaching is not viewed as an innovative phenomenon; rather, teachers simply teach their traditionally designed face-to-face courses through the use of technology. The paper suggests that transforming teachers' pedagogical insight to make online learning sustainable is an urgent need for higher education.

The analysis provides a basis for consideration of teacher learning and quality education (SDG #4) to fulfill the nation’s agenda for sustainable development. The analysis helps educators and administrators in higher education institutions reflect on their policies and practices that have short- and long-term effects on students' learning outcomes.