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

Raheel Farooqui,Anita Laila,Sana Azher

doi: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

Highlights

In this era of virtual networks and hi-tech communication business has become quite dynamic due to increasing dependability of consumers on technology and social media is one major technological platform which has caught most of the consumers attention, which even has developed its own culture which is named as Digital Culture
There are various groups on Facebookwhich used for this purpose like there pages food recommendations on which people share their experiences with different food brands and guide those who ask for recommendation. In this analysis researcher uses netnography by the views of participants because it examines the motivations of youth in digital culture which influence them to follow and interact with brands on digital media
The researcher collected the data by using structured interviews and will be supported by relevant secondary literature that will support for conducting qualitative research based on netnography

Summary

Introduction

In this era of virtual networks and hi-tech communication business has become quite dynamic due to increasing dependability of consumers on technology and social media is one major technological platform which has caught most of the consumers attention, which even has developed its own culture which is named as Digital Culture. Social media has made it easier to express your opinion, such a feature of social media is powerful that it has even made it possible for nations to bring political revolutions in their countries. Social media is being used for the educational purpose as well. Many people became entrepreneurs by using social media. It won’t be wrong to say that social media is a world of opportunities for everyone in the society to interact and share with each other. Few of the studies which were conducted in recent past have highlighted this fact that in order to achieve success in brand management, it is crucial in this time to understand the behavior of consumers’ and the way they interact in online virtual world (Singh, 2012)

Methods

Findings

Conclusion