Kalsoom Sumra

Abstract Purpose This study relies on an integrated model to study the role of instant mobile messaging apps in the pandemic. The COVID-19 pandemic is reshaping different forms of businesses; one of them is digital marketing. Many aspects of digital marketing augmented in response to the consequences of the virus. A comparative study between Pakistan and Iraq is conducted to investigate the resistors of innovation with the mediation of intention toward actual system usage.

In Pakistan, politicians and bureaucrats have visibly – and gradually – deprived the citizenry of their voices and their resources. Those in power and authority view local representation as a burden, but they use it as a means to pamper and oblige their pocket constituencies. By compromising the electoral process, decision-makers of the provincial and federal governments are easily able to divert resources to specific voter constituencies as opposed to the general public.