Author

  • Syed Saad Hussain Shah

    • Iqra University, Islamabad Campus, Pakistan
    • Pakistan

  • Sidra Waris

    • Iqra University, Islamabad Campus, Pakistan
    • Pakistan

  • Jabran Aziz

    • Iqra University, Islamabad Campus, Pakistan
    • Pakistan

  • Ahsan Raza Jaffari

    • Iqra University, Islamabad Campus, Pakistan
    • Pakistan

  • Maira Fatima

    • Iqra University, Islamabad Campus, Pakistan
    • Pakistan

  • Wasiq Ejaz

    • Iqra University, Islamabad Campus, Pakistan
    • Pakistan

  • Syed Kamran Sherazi

    • Iqra University, Islamabad Campus, Pakistan
    • Pakistan

  • Kashif Ur Rehman

    • Iqra University, Islamabad Campus, Pakistan
    • Pakistan

Abstract

Youth plays a significant role in building of the nation and in the development of a country. Their adoption, aspiration, and objective lead towards change in social value of a culture. Ongoing study investigates the impact of telecom cellular services packages like late night call & unlimited Short Messaging Service (SMS) on the social values of Pakistani youth. In today’s competitive environment cellular companies are mainly targeting youth through their advertisements and would like the youth to get indulge in these activities in order to increase their sales but the point is up to what extent youth showing receptiveness and emotional attachment to these packages. Study was conducted in capital city of Pakistan i.e. Islamabad, mainly considering three famous universities; Iqra University, Bahria University & Foundation University with the sample of 250 respondents; convenient sampling technique is used & results are measured using multiple regression test. Major findings concluded that cellular advertisements of unlimited Short Messaging Service (SMS) and late night call packages have a negative impact on youth but youth is still willing to accept these advertisements as they are negatively attached to the advertisement and use of these packages.

Keywords

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How to Cite

Shah, S. S. H., Waris, S., Aziz, J., Jaffari, A. R., Fatima, M., Ejaz, W., Sherazi, S. K., & Rehman, K. U. (2012). Cellular Services Packages and their Impact on Social Values of Youth. Journal of Economics and Behavioral Studies, 4(4), 204-210. https://doi.org/10.22610/jebs.v4i4.318

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Copyright (c) 2012 Syed Saad Hussain Shah, Sidra Waris, Jabran Aziz, Ahsan Raza Jaffari, Maira Fatima, Wasiq Ejaz, Syed Kamran Sherazi, Kashif Ur Rehman (Author)

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Research Paper

Published in

Vol. 4 No. 4 (2012) Macroeconomics, Enterprise & Social Systems View issue contents

Published

2012-04-15

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