Change in Social Patterns Through Social Media Advertisements: A Qualitative Perspective of Gen-Z in Islamabad, Pakistan

Abstract

This research explores the influence of social media ads on the behaviors, attitudes, and social patterns of Gen-Z in Islamabad, Pakistan. As digital natives, this demographic embodies a unique fusion of traditional and modern values, making their interaction with social media ads unique. Using a qualitative approach, the study draws insights from in-depth interviews with 15 Gen-Z students of Bahria University Islamabad Campus to examine how these ads shape consumer behaviors, social norms, and cultural perceptions. The findings reveal that social media advertisements act as powerful agents of social change, driving impulsive buying behaviors fueled by emotional triggers and the fear of missing out. The research also highlights the psychological impact of advertisements on self-esteem and body image, particularly among young women. The study further explores the tension between global influences and local cultural values, noting participant concerns about the Westernization of advertisements that overshadow traditional norms. On the flip side, the emergence of inclusive and body-positive narratives within social media advertising points to its potential for fostering positive social change. In conclusion, the research underscores the complex role of social media advertisements in shaping the social dynamics of Gen-Z in Islamabad. Most importantly, this study fills a critical gap in understanding the interplay between social media advertising and consumer behavior in a non-Western context, providing a foundation for future research on the subject.