Abstract:
The study examines the political situation in Pakistan and its correlation with contemporary
marketing strategies, specifically viral marketing and its tools of communication. The main focus
of the research is to identify the effectiveness of social media platform, also known as Web 2.0,
on the political sphere of Pakistan comparing the same in the political spheres of other countries.
The study also helps identify if political players do use this medium to communicate, would it
benefit them or not. The research has made use of qualitative methods to get insight over the
situation and excavate the reasons behind the low level of interest towards this contemporary
platform regarding the political case.
