Abstract:
This project deals with the attitudes govern by youth in Bahria
University in the area of social media marketing. An innovative
approach has been applied by examining young university
students’ attitudes with regards to the usage of social media. A
well designed questionnaire is used in this survey and executed
among 120 participants having age group ranging from 18 to 26
years. The study shows that youth in Bahria University takes
social media as a preferred media to facilitate information
sharing, communication, socializing and catalyzing marketing
initiatives from respective platforms of their interests. In
this research, it is discovered that 95% of the participants
acknowledge ‘sturdy social media presence’ of brand in its
marketing mix. ‘Facebook’ has been categorized as the preferred
social networking tool by 95% of the students in Bahria
University. Additionally, 85% of the participants go with the
information sharing through peers, 72% of the participants are
of the view that social media increase brand awareness and 64%
are of the view that social media keeps catalyzing brand
loyalty. In Pakistan the field of social media with all its
dimensions is expanding. Universities around the globe are
utilizing this as a preferred medium to build awareness and
loyalty among students through SMART [Specific, Measurable,
Attainable, Realistic, Time bound] communications. This research
will be a helpful contribution for Bahria University and could
be considered as a pioneering step in proposing the effective
utilization of social media marketing for university itself.
