This research article is an analysis of the Effectiveness of Online Adverts on Purchasing Behaviour and cultural change among Students at the University of Central Punjab, Lahore, Pakistan. The main research hypothesis is, “It is perceived as online adverts help in promoting purchasing behavior among Students of the University of Central Punjab, Lahore.” This study is conducted on a quantitative survey research design, for this purpose representative sample size of 160 undergraduate and graduate students are drawn using a stratified sampling technique. To document and analyze the research objectives of purchasing behavior of students and the role of online adverts in promoting new trends and glamour which resultantly become agents of social change, distinct statistical tests i.e. ANOVA and one sample t-test are used. The findings of the study reveal that there is a significant relationship between online adverts and purchasing behavior of students moreover online adverts also promote new trends and glamour which helps in bringing and maintaining social change.
{"title":"Effectiveness of Online Adverts on the Purchasing Behavior and Cultural Change among University Students","authors":"C. Ashraf, Mian_jawed_aslam Mian Jawed Aslam","doi":"10.56536/jmes.v3i.24","DOIUrl":"https://doi.org/10.56536/jmes.v3i.24","url":null,"abstract":"This research article is an analysis of the Effectiveness of Online Adverts on Purchasing Behaviour and cultural change among Students at the University of Central Punjab, Lahore, Pakistan. The main research hypothesis is, “It is perceived as online adverts help in promoting purchasing behavior among Students of the University of Central Punjab, Lahore.” This study is conducted on a quantitative survey research design, for this purpose representative sample size of 160 undergraduate and graduate students are drawn using a stratified sampling technique. To document and analyze the research objectives of purchasing behavior of students and the role of online adverts in promoting new trends and glamour which resultantly become agents of social change, distinct statistical tests i.e. ANOVA and one sample t-test are used. The findings of the study reveal that there is a significant relationship between online adverts and purchasing behavior of students moreover online adverts also promote new trends and glamour which helps in bringing and maintaining social change.","PeriodicalId":154005,"journal":{"name":"Journal of Media and Entrepreneurial Studies","volume":"28 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-02-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132030951","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The research aims to design a game based on realistic abilities of all characters in a realistic scenario and also to explore the environment from the point of view of a child. Hide and Seek: Light in the darkness is based on a true story. This game’s story is based on true events that happened in my childhood while playing with my friends in streets of Karachi. Hide and Seek: Light in the darkness is a 3D isometric game about group of young friends aged from six to ten, who get kidnapped by a child kidnapping gang while playing hide and seek in the city of Karachi. The game is about a character who then struggles to rescue and save the kidnapped friend. None of the characters have any superpower. Its pure environment puzzle solving and stealth-based game. To present Pakistani culture, all the characters have been given local appearance, so that it is relatable. The key purpose of the game is to provide entertainment and reality of human abilities by modeling realistic characters and environment. This game is also conveying the significance of friendship to the players and target audience.
{"title":"HIDE AND SEEK! REALITY VS FICTION: CONSTRUCTION OF 3D VIDEO GAMES IN PAKISTAN","authors":"","doi":"10.56536/jmes.v2i.12","DOIUrl":"https://doi.org/10.56536/jmes.v2i.12","url":null,"abstract":"The research aims to design a game based on realistic abilities of all characters in a realistic scenario and also to explore the environment from the point of view of a child. Hide and Seek: Light in the darkness is based on a true story. This game’s story is based on true events that happened in my childhood while playing with my friends in streets of Karachi. Hide and Seek: Light in the darkness is a 3D isometric game about group of young friends aged from six to ten, who get kidnapped by a child kidnapping gang while playing hide and seek in the city of Karachi. The game is about a character who then struggles to rescue and save the kidnapped friend. None of the characters have any superpower. Its pure environment puzzle solving and stealth-based game. To present Pakistani culture, all the characters have been given local appearance, so that it is relatable. The key purpose of the game is to provide entertainment and reality of human abilities by modeling realistic characters and environment. This game is also conveying the significance of friendship to the players and target audience.","PeriodicalId":154005,"journal":{"name":"Journal of Media and Entrepreneurial Studies","volume":"33 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-01-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131716299","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
People spend their tremendous amount of time on YouTube all around the world, that number of viewership increasing day by day. YouTube is the one of the best and big platforms of the video sharing and streaming. The research paper discusses the YouTube advertisement during the Turkish drama that is dubbed by Pakistani national TV channel PTV. That drama serial was the most watched drama serial during pandemic. Every age of group watched it and liked it. The study focused on advertisement that were popped up during drama serial.
{"title":"SOCIAL MEDIA MONETIZATION: STUDY OF ADVERTISEMENT IN VIDEOS OF TURKISH DRAMA, ERTUGRUL GHAZI (SEASON 1) ON YOUTUBE","authors":"","doi":"10.56536/jmes.v2i.11","DOIUrl":"https://doi.org/10.56536/jmes.v2i.11","url":null,"abstract":"People spend their tremendous amount of time on YouTube all around the world, that number of viewership increasing day by day. YouTube is the one of the best and big platforms of the video sharing and streaming. The research paper discusses the YouTube advertisement during the Turkish drama that is dubbed by Pakistani national TV channel PTV. That drama serial was the most watched drama serial during pandemic. Every age of group watched it and liked it. The study focused on advertisement that were popped up during drama serial.","PeriodicalId":154005,"journal":{"name":"Journal of Media and Entrepreneurial Studies","volume":"128 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-01-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132283049","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
This study concentrates on the impact of PUBG on students of the University of Sargodha. The study’s purpose is to find out how PUBG affects students' physical and mental health. In the 21st century, there is massive growth in technology with huge progress in the digital world. The supercomputers of the 1960s are replaced by 21st-century laptops, and telephones are replaced by Tech mobile phones. So as the games of computers are replaced by mobile gaming. Especially in the late 2010-decade, mobile online gaming sees massive growth. The games like PUBG mobile, Call of Duty mobile, free fire make a huge impact among students, but especially PUBG has taken mobile gaming to the next level. PUBG aka Player unknown’s Battleground is online gaming in which 100 players participate in a game as an individual, Duo, or as a squad of 4 players. The last player or squad alive wins the game (PUBG, 2021). This study checks the impact of PUBG on students of the University of Sargodha. The researcher has selected 100 students while using convenient sampling technique. The respondents answer the questionnaire through a google form.
{"title":"THE IMPACT OF PUBG ON STUDENTS OF SARGODHA UNIVERSITY","authors":"","doi":"10.56536/jmes.v2i.9","DOIUrl":"https://doi.org/10.56536/jmes.v2i.9","url":null,"abstract":"This study concentrates on the impact of PUBG on students of the University of Sargodha. The study’s purpose is to find out how PUBG affects students' physical and mental health. In the 21st century, there is massive growth in technology with huge progress in the digital world. The supercomputers of the 1960s are replaced by 21st-century laptops, and telephones are replaced by Tech mobile phones. So as the games of computers are replaced by mobile gaming. Especially in the late 2010-decade, mobile online gaming sees massive growth. The games like PUBG mobile, Call of Duty mobile, free fire make a huge impact among students, but especially PUBG has taken mobile gaming to the next level. PUBG aka Player unknown’s Battleground is online gaming in which 100 players participate in a game as an individual, Duo, or as a squad of 4 players. The last player or squad alive wins the game (PUBG, 2021). This study checks the impact of PUBG on students of the University of Sargodha. The researcher has selected 100 students while using convenient sampling technique. The respondents answer the questionnaire through a google form.","PeriodicalId":154005,"journal":{"name":"Journal of Media and Entrepreneurial Studies","volume":"170 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-01-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122625543","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The present study addressed the relationship between direct marketing as an effective communication tool and consumer behavior. Today is a high competition in the market to win the consumer by using numerous communication tools. Variety of media outlets work as communication tools in direct marketing such as advertising, direct mail, telephone calls/messages, door to door salespeople, etc. These communication tools are not only communicating the information but also motivate the consumer to the brand. Direct marketing one of them to motivate and influence the consumer buying decision. Many worldwide firms are using direct marketing as a tool of communication to create a positive image in the consumer’s minds, increase their sale of products, and leave a durable effect on consumers. Therefore, the research measured in this study in what way marketer uses the direct marketing strategy as an effective tool to grab attention, motivate the consumer toward the brand. In addition, how these strategies influence the purchasing behavior of consumers.
{"title":"RELATIONSHIP BETWEEN DIRECT MARKETING AS A COMMUNICATION TOOL AND CONSUMER BEHAVIOR","authors":"","doi":"10.56536/jmes.v2i.7","DOIUrl":"https://doi.org/10.56536/jmes.v2i.7","url":null,"abstract":"The present study addressed the relationship between direct marketing as an effective communication tool and consumer behavior. Today is a high competition in the market to win the consumer by using numerous communication tools. Variety of media outlets work as communication tools in direct marketing such as advertising, direct mail, telephone calls/messages, door to door salespeople, etc. These communication tools are not only communicating the information but also motivate the consumer to the brand. Direct marketing one of them to motivate and influence the consumer buying decision. Many worldwide firms are using direct marketing as a tool of communication to create a positive image in the consumer’s minds, increase their sale of products, and leave a durable effect on consumers. Therefore, the research measured in this study in what way marketer uses the direct marketing strategy as an effective tool to grab attention, motivate the consumer toward the brand. In addition, how these strategies influence the purchasing behavior of consumers.","PeriodicalId":154005,"journal":{"name":"Journal of Media and Entrepreneurial Studies","volume":"48 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-01-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134032352","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
TikTok is a very popular application, introduced by China in September 2016.A good update formed by the company in 2018 is that they add music in TikTok application which became the reason of popularity among the youth all over the world. It is very easy to use application; you can easily use it in your mobile which is the most common reason of its popularity. TikTok is a very use full application but it is not being used in a positive way in our country. In regarding to this we did research and find out the impact of this app on the academic performance of Sargodha university at graduate level and the to which extent our youth is addicted with this application. It will also find out are they using this application in a positive way or not. In this regard, we did a survey form which has been filled by approximately 201 media Undergraduate students.
{"title":"EXPLORING THE EFFECTS OF TIKTOK ON THE ACADEMIC PERFORMANCE OF SARGODHA UNIVERSITY STUDENTS AT GRADUATE LEVEL","authors":"","doi":"10.56536/jmes.v2i.8","DOIUrl":"https://doi.org/10.56536/jmes.v2i.8","url":null,"abstract":"TikTok is a very popular application, introduced by China in September 2016.A good update formed by the company in 2018 is that they add music in TikTok application which became the reason of popularity among the youth all over the world. It is very easy to use application; you can easily use it in your mobile which is the most common reason of its popularity. TikTok is a very use full application but it is not being used in a positive way in our country. In regarding to this we did research and find out the impact of this app on the academic performance of Sargodha university at graduate level and the to which extent our youth is addicted with this application. It will also find out are they using this application in a positive way or not. In this regard, we did a survey form which has been filled by approximately 201 media Undergraduate students.","PeriodicalId":154005,"journal":{"name":"Journal of Media and Entrepreneurial Studies","volume":"37 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-01-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123670084","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Print media playing an important role to highlight the rights and problems of women of deprived areas like district Toba Tek Singh situated in southern part of province of Punjab. Women of south Punjab are leading extremely vulnerable life. They do not have even those rights which they deserve from state. This study conducted the in-depth interviews of 20 regular readers of different national dailies to inquire the role of print media to empower the women of Toba Tek Singh. Three objectives were set as to examine the public perception about the policy of newspapers towards women’s empowerment, to explore the role of national dailies to highlight the rights of women of Toba Tek Singh and to highlight the performance of national dailies regarding women’s problems in district Toba Tek Singh. Results revealed that print media is raising the voice for the rights and problems of women. This role of national dailies is needed to make stronger. Government must provide equal opportunities to the people especially women of marginalized areas. They must concentrate on the basic needs and facilities. They must activate the institutes and organizations of women in vulnerable and remote areas.
平面媒体在突出贫困地区妇女的权利和问题方面发挥着重要作用，例如位于旁遮普省南部的Toba Tek Singh地区。旁遮普南部的妇女过着极其脆弱的生活。他们甚至没有从国家那里得到他们应得的权利。本研究对20位不同全国性日报的定期读者进行深度访谈，以探讨印刷媒体在赋予Toba Tek Singh女性权力方面的作用。确定了三个目标，即审查公众对报纸赋予妇女权力政策的看法，探讨全国性日报在突出Toba Tek Singh地区妇女权利方面的作用，以及突出全国性日报在处理Toba Tek Singh地区妇女问题方面的表现。结果显示，印刷媒体正在为妇女的权利和问题发出声音。国民日报的这一作用需要进一步加强。政府必须向人民，特别是边缘地区的妇女提供平等的机会。他们必须集中精力满足基本需求和设施。它们必须使脆弱和偏远地区的妇女机构和组织活跃起来。
{"title":"ROLE OF PRINT MEDIA IN EMPOWERMENT OF WOMEN: A STUDY OF DISTRICT TOBA TEK SINGH","authors":"","doi":"10.56536/jmes.v2i.10","DOIUrl":"https://doi.org/10.56536/jmes.v2i.10","url":null,"abstract":"Print media playing an important role to highlight the rights and problems of women of deprived areas like district Toba Tek Singh situated in southern part of province of Punjab. Women of south Punjab are leading extremely vulnerable life. They do not have even those rights which they deserve from state. This study conducted the in-depth interviews of 20 regular readers of different national dailies to inquire the role of print media to empower the women of Toba Tek Singh. Three objectives were set as to examine the public perception about the policy of newspapers towards women’s empowerment, to explore the role of national dailies to highlight the rights of women of Toba Tek Singh and to highlight the performance of national dailies regarding women’s problems in district Toba Tek Singh. Results revealed that print media is raising the voice for the rights and problems of women. This role of national dailies is needed to make stronger. Government must provide equal opportunities to the people especially women of marginalized areas. They must concentrate on the basic needs and facilities. They must activate the institutes and organizations of women in vulnerable and remote areas.","PeriodicalId":154005,"journal":{"name":"Journal of Media and Entrepreneurial Studies","volume":"132 3 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-01-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130862751","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
A four-minute 2D animation is created on the theme of the antagonist's passion for food even after his death and the events in this animation where he makes endless efforts to take revenge on his friends. The computer soft-wares used for the development of the project were Adobe Photoshop, Adobe Illustrator, Adobe After Effects, and Premiere Pro. Upon completion of the project, a visually engaging short 2d Animation was created. It is a vector art 2d Animation that is designed in Adobe Illustrator and later the details of the vector art have been given in Adobe Photoshop with different watercolor brushes. The highlights and shadows of the art were balanced with different types of brushes and for the animation, it has been exported to Adobe After effects. For the editing and sound, Adobe Primer Pro is used by adding different sounds of the street areas that have been downloaded from the internet. Entertainment is essential to all age groups whereas Animation is a great medium with a lot of potential in promoting entrepreneurial local heritage ‘food’.
这是一部4分钟的2D动画，主题是主人公死后对食物的热爱，以及他为报复朋友而不断努力的故事。用于项目开发的计算机软件是Adobe Photoshop, Adobe Illustrator, Adobe After Effects和Premiere Pro。项目完成后，制作了一个视觉上引人入胜的2d动画短片。这是一个矢量艺术2d动画，是在Adobe Illustrator中设计的，后来在Adobe Photoshop中使用不同的水彩笔给出了矢量艺术的细节。艺术的高光和阴影是用不同类型的笔刷平衡的，对于动画，它已经导出到Adobe After effects。对于编辑和声音，Adobe Primer Pro通过添加从互联网下载的街道区域的不同声音来使用。娱乐对所有年龄段的人来说都是必不可少的，而动画是一种很好的媒介，在促进创业型当地传统“食物”方面具有很大的潜力。
{"title":"ENTREPRENEURIAL LOCAL HERITAGE “FOOD” IN 2D-ANIMATION","authors":"","doi":"10.56536/jmes.v1i.6","DOIUrl":"https://doi.org/10.56536/jmes.v1i.6","url":null,"abstract":"A four-minute 2D animation is created on the theme of the antagonist's passion for food even after his death and the events in this animation where he makes endless efforts to take revenge on his friends. The computer soft-wares used for the development of the project were Adobe Photoshop, Adobe Illustrator, Adobe After Effects, and Premiere Pro. Upon completion of the project, a visually engaging short 2d Animation was created. It is a vector art 2d Animation that is designed in Adobe Illustrator and later the details of the vector art have been given in Adobe Photoshop with different watercolor brushes. The highlights and shadows of the art were balanced with different types of brushes and for the animation, it has been exported to Adobe After effects. For the editing and sound, Adobe Primer Pro is used by adding different sounds of the street areas that have been downloaded from the internet. Entertainment is essential to all age groups whereas Animation is a great medium with a lot of potential in promoting entrepreneurial local heritage ‘food’.","PeriodicalId":154005,"journal":{"name":"Journal of Media and Entrepreneurial Studies","volume":"10 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-01-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114174268","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
China-Pakistan Economic Corridor (CPEC) is a project of development and economic prosperity which will transform the economic activities in the region. The potential for unprecedented social and economic growth is evident not only in Pakistan but the entire area. The project includes the construction of the Gwadar port, roads and bridges, railway upgrades, power generation and provincial-level projects worth about US$62 billion. Since CPEC is a national project, the purpose of this paper is to develop a complete skeleton that presents the combination and general trend of CPEC research, and academic research on the importance of media as a stakeholder and the successful implementation of the project. The topic of research is based on research conducted in academic institutions, whether it is done in Pakistan or at the highest level. The results suggest that research conducted by hostile countries like India and United States measured CPEC as danger to territorial integrity directly or indirectly and disparity of power. In contrast, media point of view over institutional research conducted in Pakistan or China scaled CPEC as economic development and game-changer in the territory. Results also reveal that the role of Pakistani media in the successful completion of CPEC is displeasing.
{"title":"MEDIA PROJECTION OF CHINA-PAKISTAN ECONOMIC CORRIDOR","authors":"","doi":"10.56536/jmes.v1i.4","DOIUrl":"https://doi.org/10.56536/jmes.v1i.4","url":null,"abstract":"China-Pakistan Economic Corridor (CPEC) is a project of development and economic prosperity which will transform the economic activities in the region. The potential for unprecedented social and economic growth is evident not only in Pakistan but the entire area. The project includes the construction of the Gwadar port, roads and bridges, railway upgrades, power generation and provincial-level projects worth about US$62 billion. Since CPEC is a national project, the purpose of this paper is to develop a complete skeleton that presents the combination and general trend of CPEC research, and academic research on the importance of media as a stakeholder and the successful implementation of the project. The topic of research is based on research conducted in academic institutions, whether it is done in Pakistan or at the highest level. The results suggest that research conducted by hostile countries like India and United States measured CPEC as danger to territorial integrity directly or indirectly and disparity of power. In contrast, media point of view over institutional research conducted in Pakistan or China scaled CPEC as economic development and game-changer in the territory. Results also reveal that the role of Pakistani media in the successful completion of CPEC is displeasing.","PeriodicalId":154005,"journal":{"name":"Journal of Media and Entrepreneurial Studies","volume":"10 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-01-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116280126","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The paper focuses on the impact of YouTube educational tutorials on the academic performance within the lenses of uses and gratification theory and of the students age ranging 17 to 19 and they were enrolled in grade 11 and 12. In this digital era everything has changed and the process of learning has also developed a lot. Now days the traditional learning is mixed with the digital learning and YouTube educational tutorials are one of the ways of digital learning. One can learn anything and everything with just one click from their home. Students get help for their academics from YouTube educational tutorials. It also helps student to increase their creativity and it is the need of the hour to incorporate this with the traditional learning. For the study, focus group discussion has been used for the research method. For the analysis of the data the technique of discourse analysis was used. The explains how students uses YouTube educational tutorials and gratify their needs. The results of the study show that YouTube educational are very famous in students for their studies and they take a lot of help in their studies from the tutorials.
{"title":"IMPACT OF YOUTUBE EDUCATIONAL TUTORIALS ON THE ACADEMIC PERFORMANCE OF INTERMEDIATE STUDENTS OF LAHORE","authors":"Hooria Butt","doi":"10.56536/jmes.v1i.1","DOIUrl":"https://doi.org/10.56536/jmes.v1i.1","url":null,"abstract":"The paper focuses on the impact of YouTube educational tutorials on the academic performance within the lenses of uses and gratification theory and of the students age ranging 17 to 19 and they were enrolled in grade 11 and 12. In this digital era everything has changed and the process of learning has also developed a lot. Now days the traditional learning is mixed with the digital learning and YouTube educational tutorials are one of the ways of digital learning. One can learn anything and everything with just one click from their home. Students get help for their academics from YouTube educational tutorials. It also helps student to increase their creativity and it is the need of the hour to incorporate this with the traditional learning. For the study, focus group discussion has been used for the research method. For the analysis of the data the technique of discourse analysis was used. The explains how students uses YouTube educational tutorials and gratify their needs. The results of the study show that YouTube educational are very famous in students for their studies and they take a lot of help in their studies from the tutorials.","PeriodicalId":154005,"journal":{"name":"Journal of Media and Entrepreneurial Studies","volume":"196 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-01-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131653972","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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