Sys Rev Pharm 2021;12(02):702-710 A multifaceted review journal in the field of pharmacy 702 Systematic Reviews in Pharmacy Vol 12, Issue 02, Feb-Mar 2021 The Impact of Green and Social Network Marketing and Marketing Strategies on the Textile Business Performance in Pakistan: Moderating Role of Consumer Behavior Dr. Arshia Hashmi 1* , Dr. Muhammad Azeem Ahmad 2 , Dr. Saqib Ali 3 1Assistant Professor, The University of Faisalabad Email: arshia.hashmi@tuf.edu.pk 2 Assistant Professor, Barani Institute of Sciences Email: azeem@baraniinstitute.edu.pk 3 Assistant Professor, COMSATS University Islamabad Sahiwal Email: saqibali@cuisahiwal.edu.pk ABSTRACT The purpose of the current research is to investigate the impact of green marketing, social network marketing, and marketing strategies on the business performance of the textile industry in Pakistan. The goal of the present research also includes the examination of moderating the role of consumer behavior among the links of green marketing, social network marketing, marketing strategies, and business performance of the textile industry in Pakistan. This study has adopted the quantitative methods and obtained the data by using questionnaires and analyzed by smart-PLS. The results exposed that green marketing, social network marketing, and marketing strategies have a positive association with the business performance of the textile industry in Pakistan. The outcomes also revealed that consumer behavior positively moderated the nexus among the green marketing, social network marketing, marketing strategies, and business performance of the textile industry in Pakistan. This study is helpful for future studies and also for the regulation developing authorities while formulating the policies related to marketing and business performance. Keywords: Green marketing, Social network marketing, Marketing strategies, Business performance, Textile industry in Pakistan, Consumer behavior Correspondence: Arshia Hashmi Assistant Professor, The University of Faisalabad Email: arshia.hashmi@tuf.edu.pk INTRODUCTION In the modern business world, there is emerging competition in the market among different business organizations. All the businesses are in a race, in the marketplace. They all try to compete against one another and want to exceed others. The overall business performance of organizations determines their position in the market. The companies having higher business performance have a higher position in the marketplace (Takata, 2016). Business performance encompasses operation, production, and financial performance. A business organization has a high performance when there is fluency in the business activities, there are good quality resources, and there are high productivity, high marketing, and high profitability. At the market level, the business performance is judged by the sales of its products and services and its profits earned through sales. The sales of the products and services are dependent on the potential customers. All the business organizations try to raise the number of potential customers to promote and sell their products. In this regard, they such policies which help improve operation and production quality and increase the number of satisfied customers (Wang, Pauleen, & Zhang, 2016). There are different market approaches, marketing channels, and marketing strategies that not only increase the marketing of the products and profits but are also helpful in improving the operation and production performance. Our study aims at examining the role of green marketing approach, social network marketing (digital marketing channels), and marketing strategies in the achievement of high business performance at different levels of operation, production, and sales (Wu & Lin, 2016). Though many earlier studies have discussed the effects of green marketing, social network marketing, and marketing strategies on business performance, most of these studies have analyzed their impacts only on sales of goods and services and financial position. Only a few studies like Yeniyurt, Wu, Kim, and Cavusgil (2019) have discussed the effects of green marketing, social network marketing, and marketing strategies on operation performance, production, and financial performance of the business simultaneously. But our study fills this gap by addressing their operation, production, and financial performance. Our study examines the business performance (operation, production, and financial performance) of textile industries in Pakistan on account of the integration of green concepts into marketing, adoption of social network marketing, and the implementation of effective marketing strategies. In terms of purchasing par parity, Pakistan is the 22 nd largest country in the world, while in terms of gross domestic product, it is the 45 th largest country in the world. It is a developing lower-middle- income country. According to the statistics of 2020, the GDP of Pakistan is 41726.683 billion rupees at current prices. Its economy is on three economic sectors, agriculture sector 18.74%, industry sector 19.74 % and service sector 61.52%. The textile industry in Pakistan's 2 nd largest industry (Hayat, Hussain, & Lohano, 2020). It comprises 46% of the whole manufacturing sector and provides employment to 40 % of the total labor force. The textile industry has the largest portion of the total country's exports, which accounts for $12,783 million. Pakistan is the 8 th largest country in Asia which exports textile products. There are many large-scale textile companies, and some of them are working on a small scale. Individually, all the manufacturing enterprises which deal in textile products have a different position in the marketplace on the basis of different level of business