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



Sadaf Taimoor, Lecturer, Department of Marketing

Project Type

SSLA Culminating Experience

Access Type

Restricted Access


The digitally constructed phenomenon, Blogging is seen prevalent across globe with its widespread usage on Instagram. Many young women find it convenient yet, empowering to express themselves while engaging in self-influencing practices. The responsibility and the autonomy derived from is negotiated with the management of self, creativity and building relationships. This study explores this representation by closely interpreting the influence of women bloggers in Pakistan. Despite having extensive literature and scholarly attention given to this aspect, little do we learn about this digital media in Asian columns? Therefore, this phenomological study examined how women bloggers use Instagram as a tool to express themselves. It critically looks into the motivational drives and the gratifications achieved from it. The paper has further strengthened the argument with the establishment of relevance and authenticity in the Blogosphere. This research involves in-depth semi structured interviews for 4 known bloggers of Institute of Business Administration (IBA). This was followed with a manual coding procedure extracting relevant themes. The results showed some contrasting information about the research questions and the previous studies. The paper also outlines the limitations and the prospects future research might hold.



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