The current study sought to figure out emoji preference and how females and males use emojis in messaging platforms. The study explores gender-specific emoji preferences and usage patterns, examining differences in emoji selection and substitution for words or letters between genders. The sample comprised 124 students (male=66; Female=58), with a mean age of 26 years, taken through google form by using convenience sampling technique. Due to the qualitative research design, Data was collected through an adaptive questionnaire by Jönköping University. A sampling methodology was used to gather data to analyze gender differences in emoji usage preferences. The survey findings revealed that males use more emojis than females. Participants' reasons for using emojis in instant messaging differed between genders; females used them to illustrate a state of emotion, while males used them for easy, fun, and quick. The study supports previous research suggesting that people prefer using emojis over words. The greater gender difference was found in emojis preference among respondents. This research is distinctive due to its large sample size, which enhances its generalizability compared to previous studies. Future research should consider including more developed items in questionnaires to influence participant responses and potentially lead to different outcomes.

This research study indicates that social discourses are impacted immensely by popular media. Through exploratory and explanatory research study, taking two Netflix shows; The Queen’s Gambit and Dirilis Ertugrul as cases, through purposive sampling interviews of six females were conducted, revealing that the participants have their individual experiences regarding impact of selected cases’ content on their lives and the culture or people surrounding them. Through a simple computer algorithm, Netflix as a media platform traces our tastes, preferences, likes and dislikes to recommend more personality-suited content, thus creating a popular culture community bubble where we all live today. The popular culture associated with the game of chess was highly influenced by The Queen’s Gambit and eradicated gender stereotypes in the game culture. Dirilis Ertugrul influenced Pakistani culture through social discourses such as advertisements, cemrity-culture, food, social circles, marketing and clothes.

In the era of digital media, the rapid rise of social media has given birth to a new breed of celebrities known as "digital media celebrities" or "micro-celebrities." These individuals gain fame and recognition through their viral content, attracting wide spread attention and admiration. This study employs a qualitative, cross-sectional research design to explore the process of celebrification among digital media celebrities in Pakistan. The research methodology involves content analysis of various articles, focusing on the journeys of four notable personalities: Ahmed Shah, Dananeer Mobeen, Ayesha, and Arshad Khan. The findings highlight the significance of visually appealing content, catchy phrases, and humor as major factors contributing to their virality, while an examination of audience sentiments through comments sheds light on the transformative impact of viral content, elevating micro-celebrities to macro-celebrity status. Additionally, the study proposes The Viral Fame Model (VFM) on the basis of results emphasizing the importance of genuine talent and skills in sustaining long-term success and achieving the actual status of macro-celebrity in the competitive world of media and entertainment.

Content creator’s popularity is dependent on the number of followers, through this study it is attempted to understand if it is the nature of content or homophily that increases the fan base of followers of YouTube vloggers in Pakistan. A total of 90 Vlogs, 30 vlogs of each of the 3 famous vloggers as per the highest number of followers in Pakistan has been selected through Purposive sampling technique to be analyzed from year the 2023, focusing on audience engagement, themes and style. The study in conducted using quantitative content analysis to highlight the no. of vlogs devoted to different themes and style used in comparison to the audience engagement received through likes, views and comments on each vlog. Vlogs can be used to effectively to disseminate information, but the qualitative content analysis conducted through thematic style using coding, proved that the followers are more inclined towards content that is focused on the creator’s personal life events specifically the one’s that include their spouses and children and their friends. This research is significant in understanding the rise in followers and provides an insight into what content is followed by the viewers.

This research study is designed to understand the perception of the Journalists regarding creating peace in Sectarianism-affected Areas of Pakistan and what are the major factors that can influence the decision of the Public regarding Peace building and social cohesion in the community. This study uses a qualitative research design to analyse the research question. The scholar used in-depth interviews with journalists in the district Kurram (Mostly Sectarianism-affected Areas of Pakistan). A total of fifteen journalists were employed working for media (print, broadcast and online), primarily reporting the sectarian events along with other beats. The participants of the study were selected by purposive and snowball sampling techniques. Thematic Analysis was used to analyse the data, i.e., interviews with journalists. The data was examined through the lens of Kurt Lewin's conflict resolution theory, which provides valuable insights into understanding and addressing conflicts, including those related to sectarian violence. The findings show that journalists, media, religious and tribal leaders, government and youth have a key role in Peace building and social cohesion in society and it is also further added Education, training, seminars, workshops and the use of social media are also important for the peace process.

In the present age, online media is very influential among youngsters, especially social media. Considering the significant phenomenon of concern, the current research study aimed to examine the psychological consequences of TikTok usage on young females in Pakistan. The researchers employed quantitative survey design to gather data from the target public i.e., females residing in Rawalpindi, Pakistan. The target population comprised females aged 16 to 35 years residing in Rawalpindi. Using non-probability sampling technique, specifically the convenience sampling method was used for data collection. A sample of (N=200) individuals from the target population was selected by managing time, cost and accessibility constraints. Data was collected using a self-designed questionnaire, which included 13 questions covering demographics, TikTok usage, and psychological concerns. The questionnaire primarily used a Likert scale format, with one open-ended question. The collected data was analyzed using SPSS version 21, and results were presented in tabular format. Findings revealed that TikTok is a popular social media application among youth, particularly females. The study concluded that the more use of TikTok, caused psychological issue i.e., social anxiety, physical health and sleeping disorder among the females.

The goal of this research is to establish the current subject of dramas in Pakistan. The study focuses on the representation of women's images in Pakistani dramas. The study tries to find out how Pakistani media depicts the role of women in society, either close to reality or the opposite. The researcher followed a mixed-method approach, incorporating a systematic literature review, a survey, and content analysis of Pakistani dramas to investigate the phenomenon. Total 20 research studies were examined, out of which 12 research papers coincided with the topic using the purposive sampling technique. The survey population for the study consisted of 120 viewers. The researcher approached the Normative theories and fielded the questionnaire including the queries regarding the common perception about the representation of women in Pakistani drama serials. The study reveals that women objectification and stereotyped characters are the top trends gaining huge ratings. The study investigates the behavior and reaction of people regarding the depiction of women's roles in dramas and also evaluates the impact of these dramas on women themselves as well as on society. The study's outcomes reveal that Pakistani television series missed the mark in reflecting the true picture of Pakistani women within the context of cultural values and norms, leading to a lack of viewer satisfaction.

By analyzing the purchasing decisions of consumers who have been influenced by social media influencers, marketers have long been concerned with determining the impact of social media influencers on their target audience. A shopper's shopping conduct is the act of making a purchase. In 2001, American researchers began to consider investigating Internet conversations of consumers. The development of questionnaire facilitates data collection for this investigation. In the initial section of the survey, participants were requested to provide demographic information, including their ages, gender, educational backgrounds, income levels, and occupations. Part 2 was a study of the beliefs and behaviors of consumers regarding the influence of celebrities, bloggers/vloggers, micro-influencers, and social networks on their purchasing decisions. The study analyzed the model's fit to the data and its component relationships. The test results obtained through the utilization of the algorithm and bootstrapping. The overview encompasses key elements like p-values, T-values, -values, and evaluations of hypothesis validity. There is no evidence to suggest that celebrity prominence in Pakistan influences consumer behavior. The Pakistani public's aversion or skepticism regarding the veracity of online content must also influence consumers' propensity to spend. Future research may investigate the potential repercussions of using digital social media for marketing purposes to an excessive degree.

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This study analyses the role and effectiveness of digital media in strengthening the Customer Relationship Management (CRM) during the coronavirus pandemic based on the fraction of selection, uses and gratification theory, and media ecology theory. This study also investigates the current practical implications and practices of digital communication for CRM by gathering information from the CRM professionals through survey research. The drawbacks, barriers and limitations in the practice are also inquired while the impact of digital communication as a tool for CRM is also inquired by gathering feedback from the customers. Data analysis has proven that digital communication has a significant impact on Customer Relationship Management (CRM) efficiency however, there is still a major ground for improvement. It is identified that companies and professionals are experimenting with several practices due to which customers also feel agitated. The study suggests that digital communication is only going to be strengthened and more widely relied upon for CRM in near future by both professionals and customers. Therefore, companies should give more importance to their better execution by having skilled CRM analysts and professionals. This research can help the companies trace down the most and least rewarding digital media, encounter the limitations and come up with CRM strategies that solve the customer’s reservations. Finally, it also discusses the future trends in digital communication for CRM predicted by the professionals.