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The purpose of this research study is to explore the role of social media in creating societal transformation particularly in the context of developing countries like Pakistan. This is an exploratory research which focuses around the role and power of social media in creating societal transformation. Semi structure and focus group discussions have been conducted from 40 participants (parents, teachers, and youth). Moreover, thematic analysis was used for the analysis of data. Findings revealed that social media is playing a significant role in improving standard of living by providing an open access to the global markets, financial services and employment opportunities. The young generation has more opportunities for socialization in less time with minimum cost. Social interaction with friends, peers, colleagues, family across the globe has become easier and cheaper. However, the dark side of the use of social media in the forms of privacy breach, unethical practices, detachment from family and less concentration on studies has crippled the society to a big extent. This study contributes towards enhancing the in-depth understanding of social media in shaping societal changes in a developing country like Pakistan and paves the way for future research.
Muqqadas Rehman1, Khansa Irem2 ,, Muhammad Ilyas3. (2014) Social Media: A Prospective or a Dilemma The case of Pakistan, International Journal of Management Research and Emerging Sciences, Volume 4, Issue 1.
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