Global Regional Review

Abstract

This research endeavored to discover the reasons behind widespread social media reliance among Pakistani youth. The major focus of research was to understand how the social media reliance results into such behaviors and patterns that reinforce the extensive adoption of this medium throughout society. The researcher has taken two most important aspects usage and gratification regarding the youth’s reliance on social media. Students both male and female aged 18-30 from public and private universities of metropolitan cities (Lahore, Karachi, Peshawar, Quetta, Islamabad ) Pakistan were taken. By using purposive sampling, 1000 university students were taken as sample for this study.Survey method was used for data collection and for data analysis Pearson product-moment correlation was applied to test the relationships between independent and dependent variables. Findings of the study disclosed that usage aspect was the most important for youth to had extensive social media reliance as compared to other aspects.

Authors

1-Ammara Iqbal
PhD Scholar, School of Communication Studies, University of the Punjab, Lahore, Punjab, Pakistan.

2-Noshina Saleem
Professor, Director School of Communication Studies, University of the Punjab, Lahore, Punjab, Pakistan.

Keywords

Gratification, Pakistani, Reliance, Social Media, Usage, Youth

DOI Number

10.31703/grr.2022(VII-I).04

Page Nos

25 ‒ 39

Volume & Issue

VII - I