IJSTR >> Volume 9 - Issue 12, December 2020 Edition

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AUTHOR(S)

Sajid Khan, Muhammad Sohail Khan, Mushtaq Ahmad, Faiza Tila

KEYWORDS

Analysis of the internet/ social media channels, Digital Marketing, Social Media Applications usage, Online mobile usage, Online presence of pakistani populations, Suitable internet channels for digital marketing, Brand promotion among pakistanis.

ABSTRACT

Smart phones and social media applications have expanded the horizons of digital marketing by providing access to targeted customers. While the new horizons of digital marketing are still being pushed with better advertisement opportunities for global products, it is necessary to explore emerging opportunities in the form of new masses being introduced to the world of digital businesses and digital economy. Pakistani population, an example of such opportunities, has been recently introduced with digital economy and local online businesses are booming. There is huge business potential for global businesses and products in Pakistan. This paper aims at studying the mobile social media apps usage in Pakistani population towards the identification of suitable/appropriate internet/social media channels for global advertisement with maximum exposure. For this purpose, a mobile application has been developed to study the social media usage patterns and Online presence of Pakistani Population on different social media platforms. The mobile application was used to record the social media usage of 101 participants over an average period of 14.52 days. To cross-validate the data, a survey has also been conducted in which a questionnaire was distributed among 101 people, of which 101 responded. Based on the analysis of the data, the study identifies the most appropriate social media channel/apps and the best time slots for global advertisement in Pakistan.

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