bluuebunny/crossref_metadata_2025 huggingface dataset:
Internet Users Expectations versus Reality: A Comparative Study of South Korean and Pakistani Children
Authors: Shah Babar Hussain , Riaz Saqib , Rashid Sana
Published: December 2024

The basic aim of this study was to analyze the difference between expectations versus the reality of experiences of Pakistani and South Korean internet users. The population of this study comprises children from Pakistan and South Korea. The convenient sampling method was used for the selection of a sample from both countries; 200 were selected from both countries. Furthermore, respondents were accessed through social media like WhatsApp, LinkedIn, and Facebook. Results indicate a huge difference between what we expect from the Internet and what we experience in terms of reality. Pakistani children have different expectations from the internet and face different realities in terms of positive and negative experiences. While South Korean children also do have different expectations and different positive and negative experiences with the internet. It was explored that most of the children used the internet just for the sake of using their spare time without any motivation.  The difference is present in terms of country versus expectations and expectations versus positive and negative experiences. Results explain that while using the internet children are exposed to bullying, online harassment, and exposure to pornography as well.
Impact of Online Media on Exploring Luxury Pret Fashion Trends among Brands
Authors: Sadaf Shama , Hassan Komal , Saeed Ayesha
Published: December 2024

Aim of the Study: This study is intended to look into the high-end fashion trends across four major Pakistani bridal and formal wear brands: HSY, Maria.B, Nomi Ansari, and Zainab Chottani. The study's objective is to contrast the pricing, style, embellishment and materials of various brands' dresses.
Methodology: The nature of this investigation was qualitative. The four images for each brand were picked from the portfolios of Zainab Chottani, Nomi Ansari, Maria.B, and HSY. Pictures of the dresses were taken from the official websites of chosen brands on the internet. The data are gathered using purposeful sampling. On the basis of pricing, style, embellishment and materials, these dresses were contrasted.
Findings: The most popular fabrics are chiffon, silk, organza net, and jacquard; these come in a variety of textures, and net dupattas with decorative work are also popular.
Conclusion: The comparison of price shows that HSY bridal dresses cost lies between 3 lac to 7 lac and for high conventional it is 30,000 to 50,000. In Maria.B dridal dresses goes from 2 lac to 9 lac and for high formal dresses it lies between PKR 25,000 to 75,000. In Nomi Ansari bridal dresses goes from 2 lac to 4 lac and for high formal dresses it is from PKR 20,000 to 75,000. In Zainab Chottani bridal dresses goes from 3 lac to 5 lac and for high conventional dresses it is from PKR 20,000 to 50,000. Lehengas with coats, long gowns with zardozi, mukesh, and sequins work are also popular.
Internet Gaming Addiction as Predictor of Aggression and Academic Performance among Young Adolescents
Authors: Khan Anam , Adil Adnan , Syed Umm Eman
Published: December 2024

Aim of the Study: The present study was designed to investigate that internet game addiction as predictor of aggression and academic performance among adolescents.
Methodology: The study was based on cross-sectional survey research design. Participants comprised of girls and boys (N = 300) from different schools and colleges of Sargodha. Data was collected using purposive convenient sampling technique. Two self-report measures including Game Addiction Scale (Lemmens et al., 2009), The Aggression Scale (Pamela & Ralph, 2001) was used in the study. The third variable academic performance was measure by percentages of students in final examination. Item corrected correlation for scale used, Pearson correlation, and linear regression analysis were run on SPSS-26. Further t-test was run to investigate demographics of study.
Findings: Result showed internet game addiction is significantly positively correlated with aggression, internet game addiction is significantly negatively correlated with academic performance and aggression is significantly negatively correlated with academic performance among adolescents. t-test revealed that boys exhibit higher score on gaming addiction then girls and girls exhibit higher score on academic performance than boys.
Conclusion: The present study intends to brighten the impact of game addiction of on aggression and academic performance in adolescents. The outcomes disclose satisfactory alpha reliabilities of the instruments applied in the research. All correlations are in expected directions. Limitations, suggestions and practical implications are also added in the study to pave road for future research.
Relationship of 5G Communication Technologies and Covid-19: Discourse of Mental Perception of Supporters, Opposers and Reality
Authors: Safdar Ghulam
Published: December 2024

Since the last January 2020, a rumor sparks out that 5G technologies cause coronavirus. Soon this rumor spread like wildfire and soon this idea formed conspiracy theory and till the end of April 2020, there were reported more than 30 cases of burning 5G towers in Europe. Keeping in mind the idea of conspiracy theory, researcher tried to discourse the existing literatures on the issue from January 2020 to April 2020. The researcher collected data from various platforms who gave representation to both groups i.e., supporters of the idea “conspiracy theory” and opposers of idea “World Health Organization (WHO), International Commission on Non-Ionizing Radiation Protection (ICNIRP) etc.”. Data was analyzed and wording and themes of discussions concluded into real facts. From the discourse of various literatures and on the basis of facts and figures, it is concluded that there is no relationship among 5G technologies and coronavirus. Supporter of the group “conspiracy theory” is just based on false assumptions and fake allegations that have no facts. Reality is that coronavirus is physically transmitted by droplets rather than radio waves of 5G technologies.
Impact of Online Chatting on Youngsters: A Survey Study of Foundation University Rawalpindi Campus
Authors: Hoor Muskaan , Amin Slaman
Published: December 2024

Information technology has made the world global village and helping the people to communicate and to connect around the globe. Usage of advanced technology like internet, social media has gained popularity among youth especially in students of universities. In this era technology is playing in important role in life, new advancement and developments in the field of internet is making the lifestyle easier and better for the public. Online chatting is also one of the advancement that has been used in the way youngsters communicate with each other. This paper examines the effect of internet chatting and usage of the chatting applications on youngsters' relationships among friends and family. Study adopted the method of survey and data was collected from n=100 students of Foundation University Rawalpindi Campus including male and female. The findings of the study revealed that dependency on the internet led to a number of social, physical and psychological problems among youngsters. Addiction to this habit has ruined their personality and the relationships with the peers. The study concluded that online applications are more favourite among youth and almost round the clock they found online and prompt response found common among the youth. This paper is focusing on all the aspects and youngsters social behavior too which has now created fake sense of belongingness, nearness and intimacy with their friends and relatives.
WhatsApp Usage in the Post Pandemic Era: A Structural Equation Modelling Based Study
Authors: Pasha Saadia Anwar
Published: December 2024

Aim of the Study: Communication played a key role during the COVID-19 crisis, but its continued use by employing technology, in the post pandemic era highlights its significance as the preferred social networking tool. This study examined the factors driving students to keep using WhatsApp after the pandemic.
Methodology: Using the user and gratification approach, the researcher conducted a cross-sectional study, collecting data from higher education institutions in Islamabad Pakistan. Structural equation modeling was used for path analysis, along with the Sobel test to examine mediations.
Findings: Data from (n=300) to university students revealed a strong relationship between the post pandemic and increased WhatsApp use. Key factors, such as communication and digital learning significantly influenced this use. Additionally, teamwork and information sharing were found to mediate WhatsApp use among the participants.
Conclusion: The findings suggest that WhatsApp effectively meets students’ needs for communication, collaboration, education, and information creating process. Despite the widespread use our words are, these needs and their fulfillment for the solidified the relationship between users and the platform, underlining its significance as a major social networking tool. Study limitations are also discussed accordingly.
Social Media Effects on General Elections Turn-Out in Pakistan
Authors: Imran Muhammad , Masood Hamayun
Published: December 2024

The current study investigates the impact of social networking sites on voter participation in Pakistan's national elections. This research was done in Bahawalpur, which is known as a princely state and is considered the centre of Southern Punjab. A total of n=195 respondents were chosen using the Stratified Random Sample technique, with males and females ranging in age from 18 to 60. For data collection, a survey method was utilised, and a questionnaire was created with 15 closed-ended questions. The current research was carried out using the Uses and Gratification Theory and the Diffusion of Innovation Theory. According to the findings, social media has a significant positive impact on Pakistan's current political condition. Furthermore, the findings revealed that social media has increased people's awareness of the importance of voting for the country and the advancement of democracy. Furthermore, social media attracts more people to participate in the political process during elections. The study goes on to say that social media plays a significant impact in raising voter turnout in general elections.
Exploring the Influence of Animated Medical Videos on Twitter: How Social Media Shapes Public Perception of Human Body Medical Procedures
Authors: Akram Ghias , Naseer Moazzam , Raza Syed Muhammad Hasnain
Published: December 2024

Aim of the Study: This study aims to evaluate the role of digital media in health communication to facilitate the public to educate about health-related procedures through animated videos that educate people about different operations and proper functions of the human body. This, on the one hand, gives the public a better understanding of health issues and makes it easier for doctors to guide patients through animated videos about surgical procedures or procedures involving the human body.
Methodology: To conduct this research, a method of quantitative analysis versus content analysis was used. Data were accessed from over 200 Twitter accounts, of which 3 were selected, and 5 tweets from each account were selected for analysis by measuring their reach in terms of views, likes, re-tweets, and comments.
Findings: The content analysis results indicate that animated videos of various surgical procedures, human body functions, and procedural systems of various human organs are attracting great public interest, and millions of people have viewed and shared these videos.
Conclusion: The study concludes that animated videos are useful for understanding human functions, processes, and body parts. Twitter's role in spreading health communications is remarkable and serves to educate the general public.
Examining Celebrity Influencers’ Credibility through Social Media towards Purchase Intention: The Moderating Role of Materialism
Authors: Pirzado Altaf Hussain , Sangi Sartaj Ahmed , Shaikh Muhammad Rafique , Shaikh Junaid Ahmed
Published: December 2024

Aim of the Study: Considering the extreme popularity of social media with its networking platforms and online communities, this all collectively emerges the success of business in many terms. Our research investigates, how Instagram celebrity influencers’ credibility has an impact on purchase intention. Credibility like, source trustworthiness, source attractiveness, and source expertise, which one/few of these is/are impactful on celebrities’ endorsed products while making online or offline purchase intention? Another milestone of our study is moderating role of materialism, which relates to source credibility terms, and that has given the positive relationship with source credibility, trustworthiness, attractiveness and expertise.
Methodology: A quantitative approach was taken with a sample of (N=220) respondents across Pakistan. Researchers successfully designed a path model (by data analysis) using partial least square structural equation modelling; measurement model and structural mode.
Key Findings and Conclusion: There is a positive and significant relationship between the source credibility (trustworthiness, attractiveness, and expertise) of Instagram celebrity and customer purchase intention. Additionally, there is positive role of moderator which is materialism but results are insignificant though there isn’t much impact of moderator.
Analyzing the Effect of Psychological Capital Dimensions’ on Employee Innovative Behavior with Mediating Role of Work Engagement and Moderating role of Climate for Innovation in Advertising Agencies of Pakistan
Authors: Afzal Sara , Noor Ayesha , Malik Fozia
Published: December 2024

Aim of study: This study analyzes the impact of Psychological Capital Dimensions on Employee Innovative Behavior with Mediating Role of Work Engagement and Moderating role of Climate for Innovation in Advertising Agencies of Pakistan
Research Methodology: Questionnaires were distributed to 250 employees working in advertising agencies total of N = (221) questionnaires were returned. Hayes macro models were used for regression analysis.
Results: The results show that psychological capital affects the innovative behavior with mediation of work engagement. The results also depicted that innovative climate does not moderate between work engagement and innovative behavior.
Conclusion: Overall this study reveals that psychological capital dimensions affect the employee innovative behavior among the employees of advertising agencies and strategies should be design at organizational level in order to boost the innovative behavior at workplace.
Role of Social Media Applications in Creating Intolerance among Pakistani Youth
Authors: Majid Ul Ghafar  , Khan Muhammad Adil , Rashid Azhar
Published: December 2024

Aim of the Study: Social media has become an integral part of everyone’s life. People, especially the youth around the globe use social media and different social media applications for different purposes like information, education, and entertainment. Social media has provided the opportunity to its users to chat and share ideas and thoughts inform of writing, audio, and video messages.
Methodology: Present research study is based on survey technique to explore and investigate role of social media in creating intolerance among young people of Pakistan. Uses and Gratification theory was used in this research work as theory relevancy. A standardized questionnaire was used for the purpose of data collection from the students selected as sampled from Hazara University, Mansehra. The data was collected according to the objectives of the study. The quantitative data was analyzed by using parametric statistics.
Findings: The empirical analysis of the data reveals that overall majority of the youth of Hazara University frequently use social media and social media applications for different purpose among these purposes information is the most important purpose for using social media applications. Data tabulation and its subsequent analysis reveals that overall, most of the respondents agree that social media affects their beliefs.
Conclusion: The exclusive analysis of the data reveals that TikTok social media application spread intolerance among youth followed by overall majority of the students of Hazara University has the view that social media organizations should implement policies and restrictions to counter the intolerant material used in social media.
The Relationship of Instagram Use and Self-Transcendence: An Analysis of Female Youth
Authors: Butt Mahboob , Javed Muhammad Naeem , Mohsin ul Mulk
Published: December 2024

Building on Uses and Gratification Theory, the present study theorizes that the relationship of Instagram use is positively related to self-transcendence directly and indirectly via online pro-social behaviors. Moreover, the present study also theorizes that direct and indirect (via online pro-social behaviors) relationship between Instagram use and self-transcendence is contingent on gender such that the relationships are strong for women as compared to men. Based on questionnaire, survey data collected from 417 students from the public sectors universities in Punjab and analyzing data by using structural equation modeling and multi-group analysis, the present study empirically revealed that Instagram use is positively related to self-transcendence directly and indirectly via online pro-social behaviors. Proceeding further, the present also found that direct and indirect (via online pro-social behavior) relationship between Instagram use and self-transcendence was contingent on gender such that the relationships was strong for men as compared to women. The present study signifies the consequential potential of Instagram use in shaping and developing user’ self-transcendence experience via online pro-social behaviors and extended the homological networks of antecedents and outcomes of Instagram use, online pro-social behaviors and self-transcendence. The present study also provides valuable suggestions on practical front that help parents and teachers to understand and encourage the transcendental importance of meaningful Instagram use for the social and psychological development of the students.
The Role of E-Learning in the Teaching and Learning of Arabic and Islamic Studies in Nigeria
Authors: Fayokemi Adigun Wasilat , Olohunda Balogun Yisa
Published: December 2024

E-learning is a modern development and technological achievement in different areas of life. It is a phenomenon in which technological means are used to overcome the obstacles that prevent human being from reaching his educational and cultural goals. This paper looks into the concept of e-learning and its role and uses to both teachers and students of Arabic and Islamic Studies. The paper relies on descriptive research from survey on the relevance of e-learning in the teaching and learning process of Arabic and Islamic Studies. The study was carried out in Nigerian tertiary institutions. The population comprised of teachers and students of Arabic and Islamic Studies. Thus, a total of two hundred and fifty-eight (258) respondents were gathered and sampled using purposive sampling technique. The tool utilised to gather data was a five-point rating system. The researcher distributed copies of the five-point grading scale for structures. The Cronbach Alpha reliability formula was used to test the instrument's consistency and reliability, and the result was a reliability co-efficient of 0.76. The mean was used to examine the data. Findings revealed that e-learning among teachers and students of Arabic and Islamic Studies has been identified as an important factor that facilitate teaching and learning process of Arabic and Islamic Studies through the use of online discussion forum, virtual library, zoom cloud, quick mail block, video clips etc. The gap between knowledge acquisition and meaningful experienced are bridged. However, recommendations were made in relation to the unforeseen elements of technology.
Inter-Media Agenda Setting of Twitter and Traditional Media on Pakistan’s Budget 2019
Authors: Qayyoum Hayam , Haq Amrat , Ali Gohar , Nazar Anum
Published: December 2024

The study aimed to analyze the Intermedia Agenda setting of Twitter and Traditional Media (TV Channels) on Pakistan’s Budget 2019 focusing on economic issues. Pakistan’s media played vital role to influence the opinion and to push twitter trends. This study explored the economic issues that are transferred from traditional media to twitter or vice versa. Fifty-seven days selected that is one month prior to budget presented in 2019 and two weeks after the budget. After salience and ranking of issue, Spearman correlation Cross-lagged correlation and causal direction were analyzed by Rozelle-Campbell baseline. Findings reveled that, there is significant correlation between Twitter and Traditional Media’s (TV News channel) agendas on Pakistan’s Budget 2019 on Economic issues, with time lag of one day. And the one-day time lag exists between transferring of agendas from Twitter to Traditional Media (TV News channels) and vice versa, regarding Pakistan’s Budget 2019 on Economic issues, is significant.
Exploring the Facebook Behaviors and Attitudes of Pakistani Baby Boomers
Authors: Zulfiqar Anum , Sultan Khalid , Siddiqua Ayesha
Published: December 2024

Aim of the Study: Baby boomers, individuals born between 1946 and 1964, represent an influential generational cohort in several nations. This study looked at the Facebook behaviors, motivations, and perceptions of baby boomers in Pakistan.
Methodology: For data collection, aged 58 and older respondents were selected. Rich insights into this generation's experiences with social media were gathered through in-depth interviews with a select sample.
Findings: According to the findings, users predominantly used Facebook for social networking, entertainment, and information searching. A strong cultural emphasis on relationships with family members seems to boost the social drivers of Facebook use in Pakistan. Privacy hazards, disinformation, and addiction were major concerns. Attitudes ranged from enthusiastic to skeptical, due to gaps in digital literacy and activity levels across the respondents. The pros and cons of staying in touch were evaluated against its drawbacks of wasting time.
Conclusion: The changing digital landscape involves engagement tactics that meet the needs of this cohort without assuming resistance or homogeneity. Further studies should be conducted to investigate cross-generational comparisons and how user experiences may change over time.
YouTube Coke Studio Pakistan: Negotiating Identity, Blurring Boundaries
Authors: Cheema Munira
Published: December 2024

Aim of the Study: This study is about Coke Studio Pakistan,  a Coca-Cola-Sponsored music platform that curates its music on YouTube. The article argues that the YouTube channel of the Coke Studio is a space of unprecedented ‘interaction’ between South Asians that share the love for regional music. In that, their engagement with Afreen Afreen, the second most consumed song on Coke Studio’s official channel, has been evaluated through the lens of citizenship studies.
Methodology: For analysing the comments, data coding began with a quantitative approach that informs its main principal methods of thematic analysis and textual analysis. The themes ranged from their love for music to issues that shape the regional politics. The idea was to identify the themes that transcend the animosity between the two countries and celebrate their mutual love for music, while also acknowledging themes (contentious issues) that shape politics of the region.
Findings: The study argues that whilst the song itself can be seen as an act of citizenship, the comments section offers a rich canvas for observing citizen interaction. Through comments, the audiences perform across the spectrum of cultural citizenship and agonistic publics. The comments section becomes a space of opportunity to not only celebrate the music but also to reflect on regional politics.
Conclusion: The study concludes that the exchanges on YouTube are the first steps towards enabling people-to-people contact. It is part of a learning process to co-exist with the adversary who differs in their opinions yet has the right to exist and preserve their sovereignty.
Sleep Quality, Internet Addiction, Mental Health and Self-Esteem of Students
Authors: Afzaal Saman , Toor Muneeb Ahmed , Shahzadi Namra
Published: December 2024

Aim of the Study: The current study investigates how university students' academic performance and mental health are impacted by their sleep patterns, internet use, and self-esteem.
Methodology: A cross-sectional survey research design was used. Convenience sampling (a non-probability sampling technique) was used to collect data from a sample of 400 participants.
Findings: There was a significant positive relationship between internet addiction, low sleep quality, and poor mental health. The relationship between mental health and self-esteem was non-significant. Self-esteem and academic achievement had a non-significant relationship.
Conclusion: It was concluded that the results in the Pakistani sample were no different than those already reported internationally.
Selfie-Posting and its Influence on Self-Esteem of University Students: Online Positive Feedback as a Mediating Mechanism
Authors: Arshad Asif , Baber Muhammad Qamar Zaman , Ikhlaq Andleeb , Hassan Madiha
Published: December 2024

Aim of the Study: This study aims to identify the relationship between selfie-posting on social networking sites and self-esteem under the umbrella of Hyperpersonal Model of Computer-Mediated Communication. Moreover, this study seeks to investigate the indirect effects of online positive feedback between the relationship of selfie-posting and self-esteem.
Methodology: Quantitative methodology vis-à-vis survey method was employed to carry out this research. Data were obtained from 214 respondents through an online administrated questionnaire.
Findings: Results through Structural Equation Modeling indicated a positive and direct relationship between selfie-posting and self-esteem. Moreover, online positive feedback was found to have significant mediating effects of selfie-posting behavior on self-esteem.
Conclusion: The study concludes that selfie-posting not only boosts self-esteem but also enhances positive self-image, self-acceptance and self-respect.
Opportunities and Challenges in Distance and Online Education in Covid-19 Era, Lessons for Developing Countries: A Study of Nigeria Students in Various Universities
Authors: Obilor Ngozi Mary , Diyoke Michael Chika , Awogu Charles Olisa
Published: December 2024

The emergence of internet technology has brought profound growth in the learning culture of tertiary institutions across the globe. Unfortunately, most third world nations, Nigerian schools are yet to fully embrace this alternate learning process due to issues like poor network system, the financial cost of acquiring data amongst others. However, the effect of covid-19 pandemic globally and the disruptions of social and economic activities occasioned by it has far-reaching implications on societies in general and the educational sector in particular. Thus, based on this note, this study investigated the opportunities and challenges that accrue to distance and online learners during the covid-19 era. The study anchored on the evolutionary theory because it effectively explains the changes in learning pattern during the pandemic. A descriptive survey research design was used in the study. Questionnaire and observation were used as the data collection instruments. Data collected were presented in tables and processed using simple percentages statistical method. Findings indicate that most universities in Nigeria relied on distance and online education during the covid-19 era however, computer literacy and the financial cost of data was a major challenge to students. Therefore, the study concludes and recommends that, school authorities add computer literacy as one of the criteria for admission to encourage computer literacy and that, parents/guardians provide funds for their wards to enable them buy data.
Digital Learning of Children through YouTube: Perception of Young Parents in Lahore
Authors: Ab Ul Hassan Ali , Fazal Moona , Sheikh Muhammad Ahmad
Published: December 2024

Aim of the Study: This research seeks to explore the perception of young parents about YouTube as a source of learning for their children.
Methodology: The research incorporates qualitative research design, conducting in-depth semi-structured interviews of 10 young parents, who have kids aged between 1-5 years. The couples are selected through convenient sampling technique from Lahore. The researchers adopted cognitive development theory and social learning theory as theoretical framework for this study. The researchers used thematic analysis to analyse the data.
Findings: The findings of the current study highlight that YouTube is playing an important role in language learning through phonics and rhymes, inculcating etiquettes, object recognition and pre-school education (alphabets and numbers recognition). YouTube also plays a role in familiarizing the children with global culture and it contributes to their personality development. However, the study also reveals that children are also learning aggressive behavior and that they tend to engage more with the digital world rather than physical one. The children are also learning different patterns of social interaction, while watching videos on YouTube.
Conclusion: The study adds to the body of knowledge in terms of explaining the dimensions of YouTube consumption among children and contribute to the discussion on the role of technology in the development of early childhood.
Exploring the Influence of Big Five Personality Traits on Social Media Addiction among Pakistani University Students
Authors: Akhtar Adeeba , Shah Syed Zaki Abbas , Ahmed Aqeel
Published: December 2024

Aim of the Study: The current study looks into the causes of social media addiction, with a focus on how university students’ use of social media is influenced by their Big Five Personality characteristics. Though social media addiction is a global issue, similar trend of surge in social media usage among university students is observed in Pakistan as well.
Methodology: Using probability sampling, a multistage cluster sampling method was applied to gather data from NUML Islamabad. The population was segmented into clusters, including University, Faculty, Departments, and Degree levels (PhD, MS, and BS). The data was collected through a self-administered. A total of 240 students participated, with ages ranging from 18 to 35. Among the respondents, 43.75% were male (N=105), and 56.25% were female (N=135).
Findings: The study reveals that extraversion and neuroticism predict social media activities among them. The students who are more inclined towards extraversion are more interested in entertainment and social interaction. Also, the students are fond of liking and commenting on other social media users’ social media activities. Similarly, those university students who scored high on neuroticism are also more inclined towards social engagement, information sharing and seeking, and interacting with other social media users.
Conclusion: Although, the study confirms consistent results with earlier researches, however, the study reveals that extraversion and neuroticism increase likelihood of social media usage addiction whereas conscientiousness among social media users serve as a factor that has a negative impact on social media use addiction.
A Survey on Facebook Consumption for Social Interaction among University Students of Lahore, Pakistan
Authors: Shahzad Umair , Hashmi Ali Rizwan , Khan Russel , Ali Fozia
Published: December 2024

Aim of the Study: Social media is getting significant attention by users as a means of communication and rapidly covering the Marketplace. Presently it is found that it is also being used by students too because they share their ideas, knowledge, and interact on social networking sites specifically on Facebook. Students sometimes involve their course instructors in the conversation on Facebook for social interaction as they get less time to physically interact with each other. This research aimed to analyze the link between Facebook and social interaction among university students of Lahore, Pakistan. The theoretical framework for this research was “Uses and Gratification”.
Method: The study approach was quantitative. A variable social interaction was proposed that is being affected by Facebook among university students. In this research correlation, independent sample t-test, (ANOVA) one-way analysis of variance, regression line and Cronbach alpha used for statistical analysis.
Findings: Study found that the social interaction is being affected by the use of Facebook within university students. There found positive correlation in the social interaction scale; there was difference by specialization in t-test, there was difference in university, hours, days, programs, CGPA and purpose patterns via ANOVA and regression indicates that academic institute, specialization and duration were the significant contributors in social interaction.
Conclusion: The study concluded that university students use Facebook for social interaction among their Academic Institutes and use Facebook in their home time for social interaction with their fellows, instructors and students.
Digital Challenges: Unraveling the Connection of Cyberbullying and Students' Social Anxiety
Authors: Safdar Ghulam
Published: December 2024

Aim of the Study: This study addressed the complex connection between student social anxiety and cyberbullying. This study aimed to identify patterns and associations between experiences of cyberbullying victimization and levels of social anxiety among students.
Methodology: A quantitative research design was employed utilizing a survey method to collect data from the target population. The study's cohort size was (n=236) students studying in colleges and universities. A non-probability, purposive sampling method was used to select the sample. The questionnaire consisted of three parts i.e., demographic information, general questions related to access to the internet and Social Phobia Inventory (SPIN) scale used to measure social anxiety was used for data collection.
Findings: The results of the study using correlation showed a significant relationship between cyberbullying and social anxiety among youngsters.
Conclusion: In conclusion, the research shows a strong link between students' social anxiety and cyberbullying. The study emphasis that there is need to educate the youngsters about this issue to avoid health issues.
Twenty-four Hour Seduction: WhatsApp Status and the Communicative Force of Fleeting Memory in a Digital Diary
Authors: Anyanwu Chukwuma , Anyanwu Chikodi Joy , Imiti Aghogho Lucky
Published: December 2024

Aim of the Study: Keeping a diary is not a strong creative forte for many people. Those who keep one rarely make it public. Diaries, most times, denote secrets and contain unpleasant messages, and are not usually meant for public consumption. The age of internet and social media, especially WhatsApp, has put paid to that. WhatsApp status of many users in Nigeria has taken over the concept of keeping diary, revealing personal secrets and all manners of emotional challenges of individuals and serving as advertising and sales outlets, all within a twenty-four hour time frame.
Methodology: This study adopted the displacement media theory and the key informant interview (KII) research method. The paper studied WhatsApp status of individuals in the authors’ phone contacts randomly selected in order to show how closely this twenty-four hour fleeting information affects perception.
Findings: Findings show that apart from those who use their WhatsApp status for advertising and sundry marketing and publicity, most users were ignorant of likely consequences of their posts beyond self-expression.
Conclusion: The paper concluded that WhatsApp status updates are one of the ways individuals made themselves relevant and busy much like using a diary.
Cultural Aspiration across the Borders: Measuring the Cultural Effects of Online Media on Pakistani Youth
Authors: Safdar Ghulam
Published: December 2024

Online media acts as a platform that multiple networks are only a click away. The main goal of this research project was to find out more about effects of online media on Pakistani culture targeted public university students belonging to government universities of Central Punjab Pakistan. The survey documented students' online media usage patterns as well as demographic information about respondents, such as whether they lived in hostels or at home, their class, whether they were urban or rural, and whether they were male or female. The information was gathered through the use of survey methods. Three public universities with the highest student statistical rate were chosen for a total sample size of n=1346 respondents including male and female using multi-level sample technique. The study focused how they think about online media as medium of cultural information like fashion trends, dressing styles, physical appearance, customs, language, religion and moral values in their lives. According to the findings, online media has engulfed practically every area of university students' lives. Assumed hypothesis proved that students looked inspired towards new fashion trends, dressing style, physical appearance, foreign customs, frequently use of foreign languages, far away from religious activities. But there was not found any association among less moral values and use of online media.
Mediating Effect of Academic Amotivation between Smartphone Addiction and Academic Procrastination among University Students
Authors: Iftikhar Aatif , Liaquat Abdul Wahab , Shahid Hina
Published: December 2024

Aim of the Study: Based on the Media System Dependency theory, the study aims to investigates the mediating effect of academic amotivation between smartphone addiction and academic procrastination. The literature shows that new media technologies, especially smartphones have both positive and negative effects on users.
Methodology: In this study researchers used cross-sectional research design and is quantitative study which employed survey method to collect data from students. The sample constituted (N=896) university students from undergraduate and graduate programs. Information was obtained on three rating scales i.e., Problematic Use of Mobile Phone Scale (Merlo et al., 20003), Academic Motivation Scale-College version (Vallerand et al., 1992), and Academic Procrastination Scale-short form (Chakraborty & Chechi, 2019).
Findings: The findings indicate significant positive correlation between smartphone addiction and academic procrastination (r = .56, p < .01), smartphone addiction and academic amotivation (r = .34, p < .01), and academic procrastination and academic amotivation (r = .41, p < .01). The regression model suggests that smartphone addiction positively predicted academic procrastination (model 1: β = 0.57, p < .05; model 2: β = 0.48, p < .05). Academic amotivation also positively predicted academic procrastination (β = 0.26, p < .05). As hypothesized, a partial mediation of academic amotivation was observed as the regression weights for the impact of smartphone addiction on academic procrastination were reduced in model 2 (β = .48) comparing to model 1 (β = .57). Significant gender differences were also observed in the study with male students getting comparatively higher scores on all three variables than female students.
Conclusion: The study concluded that smartphone addiction significantly affects academic performance of the students.
Social Media and Agricultural Revitalisation in Nigeria: Living Beyond Oil
Authors: Imiti Aghogho Lucky , Odjebor Ufuoma
Published: December 2024

Before the discovery of oil in Nigeria, agriculture was the backbone of the Nigerian economy, but it has now been completely abandoned. Attention has then been shifted to oil and its accruing revenue. This has not only brought about food scarcity in the country but also created poverty and unemployment. The need, therefore, arises to reorient Nigerians and relevant stakeholders to revisit the agricultural sector. The study examined the usefulness and effectiveness of utilising social media in reaching out to farmers in the rural area of the Central Senatorial District of Delta State, Nigeria. Data was collected using a well-structured questionnaire and quantitatively analysed using multiple regressions, descriptive statistics, and the mean. Also, the agenda-setting theory, whose central concern is the transfer of topics deemed important by the media from the media agenda to that of the public, believing that the level of media coverage a topic receives affects how relevant it is to the general public, was adopted. The result showed that farmers in the study area can be influenced by the media and reoriented if the issue at stake is given prominence. This stems from the fact that most of the respondents use internet-enabled phones and have access to information on social media. It was recommended, among others, that all stakeholders get involved in the revitalisation of the agricultural sector for food sufficiency and self-dependence.
Role of Social Media in Promoting Tourism in Pakistan
Authors: Sheikh Rameesha , Mudassir Zainab , Farooq Maham
Published: December 2024

Current research study explore role of social media in promotion of tourism in Pakistan. Pakistan has multi-colour attraction for the foreigners in term of various tourism places especially northern areas. In the world tourism is a key factor of boosting economy especially for Pakistan due to various natural places. Keeping in view, the researchers conducted survey in Islamabad and Rawalpindi and data collected from n=53 respondents that how social media can play role in promotion of tourism in Pakistan. The findings of the study revealed that almost all the respondents admitted that social media is key tool for promotion of tourism and help people to know about the areas that belong to far areas. The study concluded that in the recent age, social media is most important tool to promote tourism and attract foreigners towards Pakistan. Not only this but also through social media trust of outer world can be win by realizing that Pakistan is a safe country for the tourists.
Impact of Social Media Addiction on Quality of Sleep among University Students: Gender and Socio-Economic Status are in Focus
Authors: Khan Aqeel Ahmad , Sajjad Muhammad , Iqbal Ammara
Published: December 2024

The current research was designed to elucidate the impact of frequent use of social media addiction on the quality of sleep-in relation with gender, age and the socio-economic status among university students.  For that purpose, a sample of (N=203) students was recruited by using purposive sampling technique. The overall study was quantitative and cross-section research design was used to carry out the study.  Two scales were administered to quantify the variables under investigation. The level of social media addiction was measured by using Social Media Addiction Scale (2015) by Tutgun and Deniz and Quality of Sleep was measured by using Sleep Quality Scale by Shin et al (2006). Both of the measures were valid and reliable. The results from the collected data were analyzed by using SPSS. The findings of the study revealed that the overall social media addiction level was higher among female students as compared with male students. Similarly, the quality of sleep was disturbed among female social media addicts. Lastly, the results showed that the individuals belonging upper class were more addict of social media and their quality of sleep was also disturbed. On the basis of the results, this revealed that the social media addition is a silent killer of sleep among the female and upper-class individuals. Hence, it concluded that to improve the sleep quality it is necessary to control the excessive use of social media addiction.
Trust Digitalization and Micro-Level Consumer Choices
Authors: Bano Sofia , Aijaz Urooj , Majeed Sadaf
Published: December 2024

Trust digitalization or digital trust is the basic need of current global economy with a mandate to establish trust on digital technological solutions through the establishment of trust worthiness, provision of security and through counseling not only to accept but to adopt digital solutions. This initiative require encouragement that motivate stakeholders to set cyber security on top priority as ethical and security lapses already create mistrust on that. In this era of digitalization every action partially or fully performed by the digital platforms including consumption of good and services, demand and supply decision, mode of production, time cost evaluation and many more which indicates the fact that, every decision of micro and macro level are now require digital platforms to complete their action. This paper is an attempt to highlight the buying behavior of individuals and their possible shift from traditional to modern consumer, carried out through survey of 100 respondents at Karachi and come up with the fact that, shopping is a universally common activity all around the globe through but continuous improvement in technology will totally change the mode we are using in ancient days and shed light upon a new way of shopping which is online via different mobile phone applications or through different social media platforms like other disciplines global trade and commerce are now e-commerce having a very big share in economic contribution. Although, the consumer preferences represent a slow but steady shift from traditional to digital platforms as it always saves the time cost of money but the outbreak of COVID-19 was the real cause behind quick shift of consumers as well producers towards the digital systems.
Digital Media and Perseverative Thinking: A Case of the Students of Psychology among Islamabad-based Public Sector Universities
Authors: Ahmed Aqeel , Nisa Ulfat , Iftikhar Aatif
Published: December 2024

Aim of the Study: Modern ICTs have effectively shaped the digital global village with various online platforms moderating global communication infrastructures for masses belonging to different regions, cultures, ethnicities and national identities; resulting in a rich global social structure. But at the same time, the blessing has turned into a worldwide dilemma, known as digital media addiction or digital addiction. Ever since COVID emergence, the smartphone attachment/addiction of people touched new extremes. The current study has been an attempt to explore the correlation between digital media use and perseverative thinking among the psychology students of Islamabad-based public sector universities.
Methodology: Based on correlational cross-sectional survey questionnaire, distributed among 450 psychology students of Islamabad-based public sector universities using purposive sampling, a response of 300 (149 males and 151 female) active digital media users of 18-35 years was received by employing the Perseverative Thinking Questionnaire (Ehring et al., 2011).
Findings: Results indicated a significant positive correlation of digital media use with perseverative thinking.
Conclusion: Study concluded that preservative thinking will increase with increased digital media use or the number of times the digital media users visit their online accounts. The results have also proved the hypothesis claiming a positive association between the digital media use and perseverative thinking among the psychology students of Islamabad-based public sector universities.