Abstract/Description
Background. In the recent years there has been a significant exposure to relatively new media for communication. The online social media networking engines has not only facilitated the business organization but has opened the gateways of expression for the consumers. Facebook, Twitter and YouTube are now considered one of the key media to initiate a campaign which becomes viral in no time. A high percentage of such campaigns are based on social justice related to the violence, criminal, and injustice incidents taking place in Pakistan. The objective of this study was to identify factors that are leading to potential engagement of the online audience in social justice campaigns on social networking engines. The procedure to evaluate these factors was followed by conducting an extensive literature review of global researches carried out on the similar grounds, and measuring the intensity of factors leading to audience engagement through regression and correlation techniques. The data collection was done through questionnaires to measures the response of the online youth audience engaging in social justice campaigns. The practical implications of this research are highlighted in the paper.
Session Theme
Parallel Session-Track: Marketing Communication
Session Type
Event
Session Chair
Dr. Salman Bashir
Start Date
19-12-2016 3:30 PM
End Date
19-12-2016 4:00 PM
Recommended Citation
Khan, S., Sarwar, R., & Naeem, M. (2016). Parallel Session: Identifying factors leading to the success of social justice campaigns driven by social networking engines in engaging the online youth audience. International Conference on Marketing. Retrieved from https://ir.iba.edu.pk/icm/2016/day1/7
Parallel Session: Identifying factors leading to the success of social justice campaigns driven by social networking engines in engaging the online youth audience
Background. In the recent years there has been a significant exposure to relatively new media for communication. The online social media networking engines has not only facilitated the business organization but has opened the gateways of expression for the consumers. Facebook, Twitter and YouTube are now considered one of the key media to initiate a campaign which becomes viral in no time. A high percentage of such campaigns are based on social justice related to the violence, criminal, and injustice incidents taking place in Pakistan. The objective of this study was to identify factors that are leading to potential engagement of the online audience in social justice campaigns on social networking engines. The procedure to evaluate these factors was followed by conducting an extensive literature review of global researches carried out on the similar grounds, and measuring the intensity of factors leading to audience engagement through regression and correlation techniques. The data collection was done through questionnaires to measures the response of the online youth audience engaging in social justice campaigns. The practical implications of this research are highlighted in the paper.
