The Impact of Digital Media on Consumer Behavior: A Social Media Perspective

Abstract

This study examines tDigital media plays a significant role in changing the individual behavior in the today’s life companies and brands use social media marketing to figure out the purchasing decisions of people through social media marketing strategies and personalized data collecting tools. The purpose of this study is to examine the impact of social media and its personalized data used by companies and brands to effect the purchasing decisions of customers and challenges that are associated with the personal data of customers. Quantitative research method was used while survey was conducted based on the convenience sampling method data was collected from 100 respondents that resides in Karachi and were users of social media findings suggests that people believe that social media changes their purchasing decisions and shapes their behavior in selecting products of brands but majority people also believes that security issues of their personal data used by marketing companies also effect their confidence in online shopping.he Pakistan Electronic Media Regulatory Authority (PEMRA) and how it affects Pakistan’s electronic media environment. Examining the motivations behind PEMRAs creation comparing its efficacy in regulating and controlling the media assessing its independence from political influences and pinpointing areas in need of structural improvement are the main goals of the study. The study uses qualitative approaches such as media professional interviews to learn more about PEMRAs activities and interactions with media organizations. The study conclusion highlights how PEMRA must improve its operational independence and regulatory structure in order to effectively support Pakistan’s changing media environment.  Addressing issues of favoritism and political pressure is critical for restoring trust in PEMRA and fostering a vibrant, independent media environment that upholds democratic values. This work contributes to the broader discourse on media regulation and highlights PEMRA's pivotal role in portraying the future of electronic media industry in Pakistan.