TY  - JOUR
T1  - Role of Electronic Media in Changing Fashion Trends among University Students (A Case
Study of Bahauddin Zakariya University Multan)
AU - Qadoos, Iman AU - Afzal, Saima 
JO  - Pakistan Journal of Social Sciences
VL  - 16
IS  - 5
SP  - 141
EP  - 147
PY  - 2019
DA  - 2001/08/19
SN  - 1683-8831
DO  - pjssci.2019.141.147
UR  - https://makhillpublications.co/view-article.php?doi=pjssci.2019.141.147
KW  - Electronic media
KW  -fashion
KW  -changing trends
KW  -clothing
KW  -preferences
KW  -brand awareness and consciousness
KW  -advertisements on internet or TV
KW  -purchasing
AB  - This study is an effort to check the role of
electronic media on changing fashion trends as electronic
media is getting very much in and used by youth. Within
the past years, a greatest development has been witnessed.
Technology improved and influenced young people day
by days, somewhere social media include electronic
media used as a source of information and knowledge and
promoting tool of fashion. It focuses on how the students
are using electronic media to change their preferences and
how they influence from electronic media and adopt new
fashion trends. Electronic media like radio, television and
internet play active role for youth, TV and internet
influences has effect on the students of university, the
objective of the study are to find out the use of electronic
media as changing agent, the factors which influence
fashion adoption among youth, the demographic and
social factors that trigger the fashion adoption, the study
were conducted among 176 university students using a
survey research design, data were collected by using
questionnaires and the data were analysed using SPSS
WIN 09, both descriptive statistics and inferential
statistics were applied in the study, the result of this study
shows that electronic media have positive relationship
with fashion trends that change the student preferences in
their dresses and making them more brand conscious
through the process of advertisement. The social agenda
of these fashion trends is to express the consumer’s
identity in terms of lifestyle choices and their attitude and
to determine the effects of electronic media on the
preference of clothing, appearance of individual and on
their behaviour. In this study researcher, also suggest
youth should be aware of new dressing style that they
purchase from the market and electronic media should
promote cultural and tradition dressing of each society or
community.
ER  -