Social, Economic and Political Perspective of Social Media: A Case Study of Pakistan

Abstract

The introduction of social media in Pakistan has greatly influenced the entire world. It has its footprints not only on social dimension but economic and political dimensions are also facing significant shifts due to the development of social media. The present study is aimed at highlighting the social media impact on social, economic and political facets in Pakistan. Relevant statistics and theoretical data are utilized to achieve the research objectives. This research is pioneer in its kind as it sums-up all the three dimensions i.e. social, economic and political of social media impact in the country. Results of the study reveal that social media in Pakistan is youth and male dominated. Facebook is the most commonly used social media site in Pakistan. It is the usage of social media which makes it either useful or damaging. Marketers have used several means to maintain the brand loyalty of their consumers; social media marketing is one of the modern means. Businesses employ social media experts to decide on content and features of their offers in social media sites. Social media, being youth intensive, is appealing political parties towards it. Pakistani politicians are progressively using social media to stay in close contact with their supporters and to gain the confidence of them.