Search results for: Ayesha Asif

Authors: Ayesha Sohail, Khadija Maqbool, Anila Asif, Haroon Ahmad

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The field of tissue engineering is an active area of research. Bone tissue engineering helps to resolve the clinical problems of critical size and non-healing defects by the creation of man-made bone tissue. We will design and validate an efficient numerical model, which will simulate the effective diffusivity in bone tissue engineering. Our numerical model will be based on the finite element analysis of the diffusion-reaction equations. It will have the ability to optimize the diffusivity, even at multi-scale, with the variation of time. It will also have a special feature, with which we will not only be able to predict the oxygen, glucose and cell density dynamics, more accurately, but will also sort the issues arising due to anisotropy. We will fix these problems with the help of modifying the governing equations, by selecting appropriate spatio-temporal finite element schemes, by adaptive grid refinement strategy and by transient analysis.

Keywords: scaffolds, porosity, diffusion, transient analysis

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Authors: Ayesha Asif, Muhammad Zeeshan

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The sensitivity of hospital-microenvironments for all types of pollutants, due to the presence of patients with immune deficiencies, makes them complex indoor spaces. Keeping in view, this study investigated indoor air quality (IAQ) of two most sensitive places, i.e., operation theater (OT) and intensive care unit (ICU), of a publically managed hospital. Taking CO₂ concentration as air quality indicator and temperature (T) and relative humidity (RH) as thermal comfort parameters, continuous monitoring of the three variables was carried out. Measurements were recorded at an interval of 1 min for weekdays and weekends, including occupational and non-occupational hours. Outdoor T and RH measurements were also used in the analysis. Results show significant variation (p < 0.05) in CO₂, T and RH values over the day during weekdays while no significant variation (p > 0.05) have been observed during weekends of both the monitored sites. Maximum observed values of CO₂ in OT and ICU were found to be 2430 and 624 ppm, T as 24.7ºC and 28.9ºC and RH as 29.6% and 32.2% respectively.

Keywords: indoor air quality, CO₂ concentration, hospital building, comfort assessment

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Authors: Asif Iqbal

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Working capital management has its effect on liquidity as well as on profitability of a firm. In this research we have selected a sample of 100 respondents whose firms are listed on Karachi stock exchange. We have studied the effect of different variable s of working capital management. We find that organizations throughout the world as well as in Pakistan have to give immense recognition to the working capital management as it is an effective thing from their long term perspective especially to their shareholders to have a firm confidence over the companies for investment purpose.

Keywords: working capital management, Karachi stock exchange, shareholders, capital management

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Authors: Saqib Mehmood, Naveed Iqbal Chaudhry, Asif Mehmood

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This study intends to investigate the information asymmetry theories of IPO and under-pricing in Pakistan. The purpose of the study is to validate the information asymmetry about firm value which leads to under-pricing. A total of 55 IPOs listed from 2000-2011 were included in this study. OLS multiple regression was applied to achieve the objectives of this study. The findings of the study confirm the significance of information asymmetry on under-pricing in Pakistan. The findings have implications for issuing firms and prospective investors.

Keywords: information asymmetry, initial public offerings, under-pricing, firm value

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Authors: Anketa Kumar, Rajantheran Al Muniandy, Rishabh Kumar

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For centuries, Indian costumes are admired for their great aesthetics, functional and narrative qualities. The purpose of the current study is to investigate the role of costumes as visual narratives in Hindi Cinema as Filmmaking is simply one of the most recent manifestations of the human desire to tell stories in which costume acts as a tool to be read as an Intertext by the viewers watching the films. The problem that promoted this study arose when clothes become an interesting topic when examined within the social structures in which they are worn. It is this visual image of dress worn by the character that is investigated in this research through Hindi Cinema of the 1960s, which was a reflection of the society in the realistic form. This research intends to integrate the application of Roland Barthes Semiotic theory in analyzing main movie characters in the National Award-Winning Hindi movie Mughal e Azam (1960). The research helps in filling the gap between the singular level of interpretation and another level that offers a solution towards bridging the gap in viewers' manifold interpretation of a particular movie product. This study focuses on how visual appearance communicates for building up of perception and can relate to notions of realism, defining cultural identity and status in the society. The research methodology is subjected analytical technique that employs in this research is qualitative and descriptive in nature with the use of the Freeze frame technique. The portrayal of costumes is explained with Barthes' principles of Semiotics. The freeze-frame technique stops the motion of the film on a single frame and allows the chosen image to be read as a still photograph. The finding during this research into costume portrayal in the movie was that freezing the frame in midst of running the films attracted attention towards intricate costume details, leading to record the nuanced observations of this minutiae during the movie. Given that during the application of interpretation while watching K Asif’s Mughal e Azam focused on certain aspects of costumes of the king. On the same idea, further research can be employed to strengthen the relation between costumes and visual narration.

Keywords: character portrayal, costumes, Indian cinema, semiotics, visual significance

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Authors: Sadia Arshad, Ayesha Sohail, Sana Javed, Khadija Maqbool, Salma Kanwal

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The dynamical study of the carriers play an essential role in the evolution and global transmission of infectious diseases and will be discussed in this study. To make this approach novel, we will consider the fractional order model which is generalization of integer order derivative to an arbitrary number. Since the integration involved is non local therefore this property of fractional operator is very useful to study epidemic model for infectious diseases. An extended numerical method (ODE solver) is implemented on the model equations and we will present the simulations of the model for different values of fractional order to study the effect of carriers on transmission dynamics. Global dynamics of fractional model are established by using the reproduction number.

Keywords: Fractional differential equation, Numerical simulations, epidemic model, transmission dynamics

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Authors: Alia Al Nuaimi, Ayesha Al Aberi, Faiza Al Marzouqi, Shaikha Salem Ali Al Yahyaee, Ala Hussein

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In this paper, a PV micro-storage system for residential applications is proposed. The term micro refers to the size of the PV storage system, which is in the range of few kilo-watts, compared to the grid size (~GWs). Usually, in a typical load profile of a residential unit, two peak demand periods exist: one at morning and the other at evening time. The morning peak can be partly covered by the PV energy directly, while the evening peak cannot be covered by the PV alone. Therefore, an energy storage system that stores solar energy during daytime and use this stored energy when the sun is absent is a must. A complete design procedure including theoretical analysis followed by simulation verification and economic feasibility evaluation is addressed in this paper.

Keywords: battery, energy storage, photovoltaic, peak shaving, smart grid

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Authors: Sidra Shabbir, Ayesha Manzoor, Mehreen Sirshar

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The use of the network communication has imposed serious threats to the security of assets over the network. Network security is getting more prone to active and passive attacks which may result in serious consequences to data integrity, confidentiality and availability. Various cryptographic techniques have been proposed in the past few years to combat with the concerned problem by ensuring quality but in order to have a fully secured network; a framework of new cryptosystem was needed. This paper discusses certain cryptographic techniques which have shown far better improvement in the network security with enhanced quality assurance. The scope of this research paper is to cover the security pitfalls in the current systems and their possible solutions based on the new cryptosystems. The development of new cryptosystem framework has paved a new way to the widespread network communications with enhanced quality in network security.

Keywords: cryptography, network security, encryption, decryption, integrity, confidentiality, security algorithms, elliptic curve cryptography

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Authors: Asif Zaheer Shaikh, Zhaoyong Zhang, Jaime Yong, Ume Laila Shah

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Islamic finance is growing with remarkable pace, especially Islamic banking, a major segment of Islamic finance, is expanding rapidly. This paper discusses the position of Islamic finance and Islamic banking, around the world in general and particularly in Pakistan. History of Islamic banking in Pakistan is protested, presently a significant growth is observed. However Islamic banking is confronting with number of challenges, which are refraining from sustainable growth of this industry in Pakistan. Growth level of Islamic banks should be steeper to contribute substantial share in country’s economy. It is important to formulate effective policies, at institutional and operational level to address these challenges through close collaboration of key stakeholders.

Keywords: Islamic finance, challenges, Islamic banking, Pakistan

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Authors: Awais Asif

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This article investigates fixed point theorems of Chatterjea type F-contraction in the setting of F-metric space. We relax the conditions of F-contraction and define modified F-contraction for two mappings. The study provides fixed point results for both single-valued and multivalued mappings. The results are further extended to common fixed point theorems for two mappings. Moreover, to discuss the applicability of our results, an application is provided, which shows the role of our results in finding the solution to functional equations in dynamic programming. Our results generalize and extend the existing results in the literature.

Keywords: Chatterjea type F-contraction, F-cauchy sequence, F-convergent, multi valued mappings

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Authors: Waseem Shahzad, Ayesha Tahir Khan, Hamid Hussain Awan

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Ant-Miner algorithm that lies under ACO algorithms is used to extract knowledge from data in the form of rules. A variant of Ant-Miner algorithm named as cAnt-MinerPB is used to generate list of rules using pittsburgh approach in order to maintain the rule interaction among the rules that are generated. In this paper, we propose a parallel Ant MinerPB in which Ant colony optimization algorithm runs parallel. In this technique, a data set is divided vertically (i-e attributes) into different subsets. These subsets are created based on the correlation among attributes using Mutual Information (MI). It generates rules in a parallel manner and then merged to form a final list of rules. The results have shown that the proposed technique achieved higher accuracy when compared with original cAnt-MinerPB and also the execution time has also reduced.

Keywords: ant colony optimization, parallel Ant-MinerPB, vertical partitioning, classification rule discovery

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Authors: Ayesha Obaid, Abdur Rehman Cheema

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This study is about understanding the role of the gender division of work that has been assigned to men and women in different societies and cultures and its impact on labour force participation through economic development. Development in Gilgit Baltistan has been challenging due to its geographical conditions and the human development indicators are lower than the rest of the Pakistan. Various socioeconomic factors are identified that play an important role in determining the choices and roles men and women undertake for contributing towards the labour force. Our research highlights the areas lagging behind in gender equality in the labour market. The availability and access of gender over these socioeconomic resources determine gender mainstreaming in the labour market. It is a need of time that gender gaps should be addressed at the grass root level by the policy makers to enhance the growth and improve human development indicators.

Keywords: gender division of work, human development, indicators of socioeconomic factors, labour force

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Authors: Syed Aziz Rasool, Ayesha Zaman

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Poverty is one of the most important problems for any developing nation. Workers’ remittances and investment plays a crucial role in development of any country by reducing the poverty level in Pakistan. This research studies the relationship between workers’ remittances and poverty alleviation. It also focused the significant effect on poverty reduction. This study uses time series data for the period of 1972-2013. Autoregressive Distributed Lag (ARDL)Model and Error Correction (ECM)Model has been used in order to find out the long run and short run relationship between the worker’s remittances and poverty level respectively. Thus, inflow of remittances showed the significant and negative impact on poverty level. Moreover, coefficient of error correction model explains the adjustment towards convergence and it has highly significant and negative value. According to this research, Policy makers should strongly focus on positive and effective policies to attract more remittances. JELCODE: JEL: J61

Keywords: ECM, ARDL, AIC, SC

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Authors: Hafiz Arbab Sakandar, Sabahat Yaqub, Ayesha Sameen, Muhammad Imran, Sarfraz Ahmad

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Yoghurt is one of the famous nutritious fermented milk products which have myriad of positive health effects on human beings and curable against different intestinal diseases. This research was conducted to observe effects of different artificial sweeteners on the quality parameters of yoghurt with relation to storage. Some people are allergic to natural sweeteners so artificial sweetener will be helpful for them. Physical-chemical, Microbiology and various sensory evaluation tests were carried out with the interval of 7, 14, 21, and 28 days. It was outcome from this study that addition of artificial sweeteners in yoghurt has shown much harmful effects on the yoghurt microorganisms and other physicochemical parameters from quality point of view. Best results for acceptance were obtained when aspartame was added in yoghurt at level of 0.022 percent. In addition, growth of beneficial microorganisms in yoghurt was also improved as well as other sensory attributes were enhanced by the addition of aspartame.

Keywords: yoghurt, artificial sweetener, storage, quality parameters

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Authors: Rashi Bhalla, Russel Pears, M. Asif Naeem

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In this 'Information Explosion Era' analyzing data 'a critical commodity' and mining knowledge from vertically distributed data stream incurs huge communication cost. However, an effort to decrease the communication in the distributed environment has an adverse influence on the classification accuracy; therefore, a research challenge lies in maintaining a balance between transmission cost and accuracy. This paper proposes a method based on Bayesian inference to reduce the communication volume in a heterogeneous distributed environment while retaining prediction accuracy. Our experimental evaluation reveals that a significant reduction in communication can be achieved across a diverse range of dataset types.

Keywords: big data, bayesian inference, distributed data stream mining, heterogeneous-distributed data

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Authors: Ayesha Irum, Sadia Mumtaz, Abdul Rehman, Iffat Naz, Safia Ahmed

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The present study was conducted to evaluate the potential applicability of biological trickling filter system for the treatment of simulated textile wastewater containing reactive azo dyes with bacterial consortium under non-sterile conditions. The percentage decolorization for the treatment of wastewater containing structurally different dyes was found to be higher than 95% in all trials. The stable bacterial count of the biofilm on stone media of the trickling filter during the treatment confirmed the presence, proliferation, dominance and involvement of the added microbial consortium in the treatment of textile wastewater. Results of physicochemical parameters revealed the reduction in chemical oxygen demand (58.5-75.1%), sulphates (18.9-36.5%), and phosphates (63.6-73.0%). UV-Visible and FTIR spectroscopy confirmed decolorization of dye containing wastewater was the ultimate consequence of biodegradation. Toxicological studies revealed the nontoxic nature of degradative metabolites.

Keywords: biodegradation, textile dyes, waste water, trickling filters

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Authors: Madiha Gohar, Ayesha Abrar

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Social entrepreneurship has gained currency in the field of entrepreneurship, however, the theoretical underpinning and the contextual influences on the creation and operations of social enterprises are still in infancy. Contextual influences on entrepreneurial endeavors of women have been researched, and it is assumed that like commercial entrepreneurship, some socio-cultural factors are most suitable for the creation of women social enterprises. This research is an effort to explore the contextual influences on women social enterprises using institutional theory as the main conceptual framework. A case study analysis was used to assess the formal and informal institutional influences on women social entrepreneurs and their enterprises. The personal accounts of women social entrepreneurs reveal the importance of formal and informal institutions; however, they advocate greater consideration of informal institutions for their entrepreneurial endeavors.

Keywords: case study, institutional theory, women social entrepreneurship, Pakistan

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Authors: Fatima Naz, Ayesha Tariq

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In view of growing of the internet users for e-commerce and taking into account, the emergent impact of word of mouth phenomenon this research has different aims. The aims of this study were built following dissimilar discussion with teachers and colleagues enlightening that word of mouth information for online purchasing do not have the same effect for everybody. Then they were born following dissimilar researchers together with what was already done in previous researches and what was completed. As a result different aims were drawn; the initial aim of this research is to study the attention of the customers in the word of mouth to power their online purchasing activities. The next aim is to analyze the people influenced by the interest of word of mouth. The following aim is to examine the marketing behavior bearing in mind the internet progress and word of mouth, their consideration for word of mouth marketing. In the form of research questions the aims of the study are: 1) How community utilizes and multiplies word of mouth information about online purchasing experience? 2) How communities perceive the word of mouth marketing? 3) How marketers take the word of mouth phenomenon and how they handle it?

Keywords: belief, power, inspiration, self-expression, positive attitude to online marketing, forwarding of contents, purchasing decision, standard marketing

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Authors: Ayesha Imtiaz, Darlina Md. Naim

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Family Nemipteridae is among the most abundantly distributed family in Malaysian fish markets due to its high contribution to landing sites of Malaysia. Using an advanced molecular approach that used two mitochondrial (Cytochrome oxidase c I and Cytochrome oxidase b) and one nuclear gene (Recombination activating gene, RAGI) to expose cryptic diversity and phylogenetic relationships among commercially important species of family Nemipteridae. Our research covered all genera (including 31 species out total 45 species) of family Nemipteridae, distributed in Malaysia. We also found certain type of geographical barriers in the South China sea that reduces dispersal and stops a few species to intermix. Northside of the South China Sea (near Vietnam) does not allow genetic diversity to mix with the Southern side of the South China sea (Sarawak) and reduces dispersal. Straits of Malacca reduce the intermixing genetic diversity of South China Sea and the Indian Ocean.

Keywords: Nemipteridae, RAG I, south east Asia, Malaysia

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Authors: Sapan Bhatnagar, Danish Akhtar, Salman Ahmed, Asif Ekbal, Gufran Beig

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Particulates are the solid and liquid droplets present in the atmosphere, they have serious negative effects on human health and environment. PM10 and PM2.5 are so small that they can penetrate deep into our lungs through the respiratory system. Determination of the amount of particulates present in the atmosphere per cubic meter is necessary to monitor, regulate and model atmospheric particulate levels. Air Quality Index is an index tells us how clean or polluted our air is, and what associated health effects might be a concern for us. The AQI focuses on health affects you may experience within a few hours or days after breathing polluted air. The quality rating for each pollutant was calculated. The geometric mean of these quality ratings gives the Air Quality Index. The existing concentrations of pollutants were compared with ambient air quality standards.

Keywords: air quality index, particulate, respirable dust sampler, dust sampler

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Authors: Farman Ali, Asif Mahmood

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The utilization of genetic markers in prostate cancer management represents a significant advance in personalized medicine, offering the potential for more precise diagnosis and tailored treatment strategies. This paper explores the pivotal role of genetic markers in the diagnosis and treatment of prostate cancer, emphasizing their contribution to the identification of individual risk profiles, tumor aggressiveness, and response to therapy. By integrating current research findings, we discuss the application of genetic markers in developing targeted therapies and the implications for patient outcomes. Despite the promising advancements, challenges such as accessibility, cost, and the need for further validation in diverse populations remain. The paper concludes with an outlook on future directions, underscoring the importance of genetic markers in revolutionizing prostate cancer care.

Keywords: prostate cancer, genetic markers, personalized medicine, BRCA1 and BRCA2

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Authors: Muhammad Asif Qayyoum, Bilal Saeed Khan

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Macrochelid mites are poorly studied from the planes of Punjab, Pakistan. The study was conducted as a part of PhD thesis research partially funded by the Royal Society of Entomology, UK. The genus Longicheles was first time reported from the Pakistan. Samples were collected on the monthly basis from different districts of Punjab province, Pakistan. The genus Longicheles was frequently found from five districts (Faisalabad, Dera Ghazi Khan, Jhung, Layyah, and Rajanpur) of Punjab province. Taxonomic studies were performed in Acarology Lab., Department of Entomology, University of Agriculture, Faisalabad with slide deposition. Taxonomic work was performed by using Phase contrast microscope and adobe illustrator (drawings) for finishing of picture. The detail descriptions of two (Longicheles mandibularis and Longicheles hortorum) females are given along with diagrams and key.

Keywords: macrochelidae, longicheles, new records, Punjab

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Authors: Urvah-Til-Vusqa, Unsa Noreen, Ayesha Hussain, Abdul Hafeez, Rafia Asghar, Sidrat Nasir

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Natural dyes offer an alternative better application in textiles than synthetic ones. The present study will be aimed to employ natural dye extracted from Cordyline terminalis plant and its application into viscose under the influence of gamma radiations. The colorant extraction will be done by boiling dracaena leaves powder in aqueous, alkaline and ethyl acetate mediums. Both dye powder and fabric will be treated with different doses (5-20 kGy) of gamma radiations. The antioxidant, antimicrobial and hemolytic activities of the extracts will also be determined. Different tests of fabric characterization (before and after radiations treatment) will be employed. Dyeing variables just as time, temperature and M: L will be applied for optimization. Standard methods for ISO to evaluate color fastness to light, washing and rubbing will be employed for improvement of color strength 1.5-15.5% of Al, Fe, Cr, and Cu as mordants will be employed through pre, post and meta mordanting. Color depth % & L*, a*, b* and L*, C*, h values will be recorded using spectra flash SF650.

Keywords: natural dyes, gamma radiations, Cordyline terminalis, ecofriendly dyes

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Authors: Amir Shafiq, Asif Shahzad, Shabbar Mehmood, Muhammad Saeed, Hamid Mustafa

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Administration of justice in a society is evolutionary process. In pre-modern societies vital organs that we consider separate today i.e. legislation, implementation and adjudication were controlled by a King, the sovereign authority. Whereas now it is recognized that Development of a country revolves in seven arenas i.e. Civil Society, Political Society, Economic Society, Legislature, Judiciary, Executive & Bureaucracy. Each society whether developing or developed, has need of institutions and structures that can resolve difference of opinions of private or public nature between contending parties. Administration of justice has a key-role in the development of the society. Through this paper, it is to highlight that an independent judiciary having the support of public opinion therefore is inevitable to wriggle out from such problems in order to restore and protect the fundamental rights, constitution and democratic political system in third world countries like Pakistan.

Keywords: role of judiciary, developing countries, judicial activism, present scenario

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Authors: S. Ali, R. Yunus, A. Arif, Y. Ayaz, M. Baber Sial, R. Asif, N. Naseer, M. Jawad Khan

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In this study, we have proposed a gesture to emotion recognition method using flex sensors mounted on metacarpophalangeal joints. The flex sensors are fixed in a wearable glove. The data from the glove are sent to PC using Wi-Fi. Four gestures: finger pointing, thumbs up, fist open and fist close are performed by five subjects. Each gesture is categorized into sad, happy, and excited class based on the velocity and acceleration of the hand gesture. Seventeen inspectors observed the emotions and hand gestures of the five subjects. The emotional state based on the investigators assessment and acquired movement speed data is compared. Overall, we achieved 77% accurate results. Therefore, the proposed design can be used for emotional state detection applications.

Keywords: emotion identification, emotion models, gesture recognition, user perception

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Authors: Asghar Abbas, Rao Zahid Abbas, Muhammad Asif Raza, Kashif Hussain

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In the current experiment, in vitro anticoccidial potential of Vitis venifera (grape seed) extract was evaluated. For this purpose, an in vitro sporulation inhibition assay was used. Collected oocysts of different Eimeria species of chicken were exposed to six different concentrations (w/v) of Vitis venifera extract (TAE) in 10% dimethylsulphoxide solution (DMSO). Dimethylsulphoxide (DMSO) and potassium dichromate solution (K₂Cr₂O₇) served as control groups. Results of the study revealed that Vitis venifera extract (TAE) showed an inhibitory effect on sporulation (%) and damage (%) of Eimeria oocysts in a dose-dependent manner as compared to both control groups. Vitis venifera extract also damaged the morphology of oocysts in terms of shape, size, and number of sporocysts.

Keywords: Vitis venifera, in vitro, Eimeria, oocysts

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Authors: Vareesha Masood, Ammara Gul, Nabeeha Areej, Muhammad Asif Masood, Hamna Imran

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The universal use of PDF files has prompted hackers to use them for malicious intent by hiding malicious codes in their victim’s PDF machines. Machine learning has proven to be the most efficient in identifying benign files and detecting files with PDF malware. This paper has proposed an approach using a decision tree classifier with parameters. A modern, inclusive dataset CIC-Evasive-PDFMal2022, produced by Lockheed Martin’s Cyber Security wing is used. It is one of the most reliable datasets to use in this field. We designed a PDF malware detection system that achieved 99.2%. Comparing the suggested model to other cutting-edge models in the same study field, it has a great performance in detecting PDF malware. Accordingly, we provide the fastest, most reliable, and most efficient PDF Malware detection approach in this paper.

Keywords: PDF, PDF malware, decision tree classifier, random forest classifier

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Authors: Yameen Ahmed, Jamshid Hussain, Farman Ullah, Sohaib Asif

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The investigation aims at the synthesis of copper oxide and cobalt oxide nanoparticles using Spinacia oleracea leaf extract. These nanoparticles have many properties and applications. They possess antimicrobial catalytic properties and also they can be used in energy storage materials, gas sensors, etc. The Spinacia oleracea leaf extract behaves as a reducing agent in nanoparticle synthesis. The plant extract was first prepared and then treated with copper and cobalt salt solutions to get the precipitate. The salt solutions used for this purpose are copper sulfate pentahydrate (CuSO₄.5H₂O) and cobalt chloride hexahydrate (CoCl₂.6H₂O). The UV-Vis, XRD, EDX, and SEM techniques are used to find the optical, structural, and morphological properties of copper oxide and cobalt oxide nanoparticles. The UV absorption peaks are at 326 nm and 506 nm for copper oxide and cobalt oxide nanoparticles.

Keywords: cobalt oxide, copper oxide, green synthesis, nanoparticles

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Authors: Syed Asif Hassan, Ritu Barthwal

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Topoisomerase I and II α plays a crucial role in the DNA-maintenance in all living cells, and for this reason, inhibitors of this enzyme have been much studied. In this paper, we have described the inhibitory effect of the aqueous extract of Picrorrhiza kurroa on human topoisomerases by measuring the relaxation of superhelical plasmid pBR322 DNA. The aqueous extract inhibited topoisomerase I and II α in a concentration-dependent manner (Inhibitory concentration (IC) ≈ 25 and 50 µg, respectively). By stabilization studies of topoisomerase I-DNA complex and preincubation studies of topoisomerase I and II α with the extract; we conclude that the possible mechanism of inhibition is both; 1) stabilization of covalent complex of topo I-DNA complex and 2) direct inhibition of the enzyme topoisomerases. These findings might explain the antineoplastic activity of Picrorrhiza kurroa and encourage new studies to elucidate the usefulness of the extract as a potent antineoplastic agent.

Keywords: Picrorrhiza kurroa, topoisomerase I and II α, inhibition, antineoplastic agent

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Authors: Amna Asif, Rabia Naseem

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In the domain of consumer-brand relationship, love for a fashion brand is a dominant idea. Brand executives incline to build more endearing brands, for example, Levi’s “Quality never goes out of style”. Though, the significance of this notion is not often debated in the literature of marketing. Moreover, the effect of brand image and personality on brand love has not been examined in any quantitative study in Pakistan. The current research aims to fill this study gap by evolving a causal framework integrating word-of-mouth, brand love, image, and personality to examine the relationships among them. Data was gathered through questionnaires survey, and it was filled by 409 university students. AMOS 20 was used to draw a path analysis and test the hypotheses. Results discovered that brand personality and brand image leads to brand love that ultimately impacts word-of-mouth. Results give thorough suggestions on which future research can be constructed.

Keywords: brand love, brand personality, brand image, fashion brands, word-of-mouth

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