When Rivalry Goes Away: Mainstream News Channels’ Usage Patterns of Facebook in Pakistan
Download| Volume 4 Issue 2 2023 | |
|---|---|
| Author(s): |
Shabana Asgher (Corresponding Author)
Wahiba Abbas
Seemab Far Bukhari
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| Abstract | Once considered as the strongest form of influence, electronic media got its tough competitor as social media. Contrarily, the need for the promotion of content and attracting an audience stimulated electronic media managers to use social media for their marketing also. The study examines how television news channels in Pakistan use social media, particularly, Facebook to advertise and promote their content and to target specific audiences. For the purpose, a content analysis of Facebook pages of four mainstream television channels: ARY News, Express News, Samaa News, Dunya News is conducted for a six-month period. |
| Keywords | Social Media Marketing, News Media, Facebook Pages, Audience Response |
| Year | 2023 |
| Volume | 4 |
| Issue | 2 |
| Type | Research paper, manuscript, article |
| Journal Name | Journal of Media & Communication (JMC) | Publisher Name | ILMA University | Jel Classification | - | DOI | -- | ISSN no (P, PRINT) | 2707-8906 | ISSN no (E, Electronic) | 2788-8304 | Country | Pakistan | City | Karachi | Institution Type | University | Discipline | Media, Advertising, Social Science, Multidisciplinary | Journal Type | Open Access | Manuscript Processing | Blind Peer Reviewed | Format | Paper Link | http://jmc.ilmauniversity.edu.pk/arc/Vol4/4.2/5.pdf | Page | -- |