MEASURING YOUTH PERCEPTIONS IN THE DIRECTION OF BRANDS ON DIGITAL MEDIA USING NETNOGRAPHY

Authors

  • Raheel Farooqui Bahria University
  • Sana Azher Bahria University
  • Anita Laila Bahria University

DOI:

https://doi.org/10.52567/pjsr.v3i4.316

Abstract

This study explores and observe the motivations of youth in digital culture which influence them to follow and interact with brands on digital media through netnography. This technique tries to adopt patron notion of youth in digital culture which influence them for youth follow brands official pages for the purpose of being up to date with brands offerings for purchase and repurchase. This studies cram changed into qualitative in nature, primary and secondary source of codes selected examined and interpreted. The data by using structured interviews (open- ended questionnaire) has been supported by relevant secondary literature that will support for conducting qualitative research based on netnography. The online digital media in Pakistan Karachi has on its significance, it’s evolving everyday but with quite difficulties like time comments youth targeted food brands pages were found to be highly interactive, quite extensive amount of likes and even comments were seen on various posts. Comments included people suggesting others for the products and deals, also people actively shared their feedbacks for the products. This studies study thoughtful beneath the parameters of online digital media, changing time era and great supported belongings writer controlled to provide a reason behind the comprehensive functionality of the study.

Keywords: youth, digital culture, social media platform, qualitative research, Netnography

Author Biographies

  • Raheel Farooqui, Bahria University

    Senior Lecturer 

  • Sana Azher, Bahria University

    Senior Lecturer 

  • Anita Laila, Bahria University

    Assistant Professor 

Additional Files

Published

2021-12-31

Issue

Vol. 3 No. 4 (2021): Pakistan Journal of Social Research (PJSR)

Section

Research Article

License

Copyright (c) 2022 Raheel Farooqui, Sana Azher, Anita Laila

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Except where otherwise noted, content on this site is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

How to Cite

[1]
“MEASURING YOUTH PERCEPTIONS IN THE DIRECTION OF BRANDS ON DIGITAL MEDIA USING NETNOGRAPHY”, Pak. J, Soc. Sci., vol. 3, no. 4, pp. 541–548, Dec. 2021, doi: 10.52567/pjsr.v3i4.316.