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Individuals Perceptions About the Credibility of Social and Traditional Media and its Impact on Media Preference in Pakistan.

Thesis Info

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Author

Zulqarnain, Wajid

Program

PhD

Institute

Beaconhouse National University

City

Lahore

Province

Punjab

Country

Pakistan

Thesis Completing Year

2018

Thesis Completion Status

Completed

Subject

Mass Communication

Language

English

Link

http://prr.hec.gov.pk/jspui/bitstream/123456789/9867/1/Wajid%20Zulqarnain_Mass%20Comm_2018_BNU_PRR.pdf

Added

2021-02-17 19:49:13

Modified

2024-03-24 20:25:49

ARI ID

1676724800605

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credibility on traditional and social media preference through the mediating role of individual perception about media. Furthermore, the moderating role of traditional and social media usage and gender are also investigated in the study. The data has been collected from the students (N= 1383) of seven metropolitan cities of Pakistan i.e. Lahore, Karachi, Quetta, Peshawar, Islamabad, Muzaffarabad and Gilgit Baltistan. The data has been collected using a survey based questionnaires. The data has been analyzed statistically, using SPSS. The reliability and validity tests were applied to validate the instrument. Statistical analysis like correlation, regression and bootstrapping were used to test the direct and indirect hypotheses. The findings indicate that traditional and social media credibility has a direct and positive relationship with individual perception and traditional and social media preference. Additionally, the individual perception mediates the relationship between the traditional and social media credibility and traditional media preference. Moreover, the moderation analysis shows that Social and traditional media usage moderates the relationship between Social and traditional media credibility and individual perception. The moderation analysis of gender between different variables also provided some interesting insight. The results indicate that in male media users the relationship is stronger than the female media users. The relationship between traditional media credibility and individual perception and Credibility of Social and Traditional Media in Pakistan viii predicted that the male has a stronger relationship. The results found a higher level of individual perception in male media users than female media users. Pakistan is a developing country where private news media and the social media networks are growing rapidly. In such situations, understanding about the individual''s perceptions with reference to the media credibility and media preferences are becoming more complex. The present study adds to the body of knowledge in the area of media credibility and individual perception in Pakistan.
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حوالہ جات

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(2) اقبال، زندہ رود، علامہ اقبال کی مکمل سوانح عمری ، ڈاکٹر جاوید اقبال صفحہ 113
(3) عبدالحق، پروفیسر ، شبلی اور معاصرین ،نئی دہلی: اصیلا پریس دریا گنج، اشاعت نومبر 2014صفحہ 28
(4) عبدالحق، پروفیسر، شبلی اور محاصرین، شبلی اور اقبال کا اشتراک عمل ، صفحہ 61
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(7) عبدالحق، پروفیسر، شیلی اور معاصرین، ابوالکلام آزاد کے افکار عصری تناظر میں، صفحہ 128
(8) عبدالحق، پروفیسر ،شبلی اور معاصرین، ابوالکلام آزاد کے افکار عصری تناظر میں صفحہ 129
(9) عبدالحق، پروفیسر، رشید احمد صدیقی کا ثقافتی منظر نامہ، بنی دہلی: اصیلا پریس ، دریا گنج اگست 2010ء صفحہ 11
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