BS (Social Sciences & Liberal Arts)

Faculty / School

School of Economics and Social Sciences (SESS)


Department of Social Sciences & Liberal Arts

Date of Award

Spring 2022

Date of Submission



Dr. Saima Husain, Assistant Professor and Director QEC, Department of Marketing

Project Type

SSLA Culminating Experience

Access Type

Restricted Access


The world is now a technology-grounded global village, which has had massive implications for the human race in general. Borderless social media has created segmented communities that have created major socio-cultural upheavals across the globe, as can be observed in Pakistan. That is why the current study explores the change in Pakistani socio-cultural discourse by conducting a netnography on Twitter to gain unbiased insight into consumer’s opinions and feelings about various brands and movements. In addition, to corroborate a simultaneous shift in the advertising industry, in-depth interviews were conducted with brand managers of prominent brands in Pakistan, which demonstrated how advertising has evolved and the role that marketers played in the process. The focus of this study was on the portrayal of women given that it is one of the most significant changes observed in the socio-cultural narrative of Pakistan. The findings demonstrate a shift from a stereotypical portrayal towards a counter-stereotypical portrayal of women, as observed in numerous advertisements. The study uses the consumer culture theory introduced by Arnould and Thompson (2005) as a theoretical framework on the basis of which a thematic analysis was formed. The researcher identified gaps in previous literature, specifically in terms of the geographical representation shown in studies, the theoretical framework used, and the associations made. The study produced substantive findings that can have numerous implications for marketing practitioners, making this study a valuable addition to the marketing field.



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