Article | Open Access | Published: 12 January 2024
When Rivalry Goes Away: Mainstream News Channels’ Usage Patterns of Facebook in Pakistan
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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
Publisher:
ILMA UNIVERSITY
Published:
12 January 2024
Issue:
Issue 2 : Volume 4
E-ISSN:
2788-8304
P-ISSN:
2707-8906
DOI:
-
This is an open access article distributed under the terms of the Creative Commons Attribution CC BY 4.0 license, which permits any use, distribution, and reproduction of the work without further permission provided the original author(s) and source are credited.