Role of Social Media in Promoting Brand Culture and Its Effects on Educated Youth

Social media applications such as Facebook, Twitter, YouTube and WhatsApp are the main sources of information's and communication. This study analyzed "Role of social media in promoting brand culture and its effects on educated youth". This study was conducted at Institute of Southern Punjab, Multan. A sample of 400 students (male & female) were collected randomly and primary data was collected through a structured questionnaire. We developed six hypotheses and tested them through Chi-Square technique for analysis of hypotheses. The SPSS software was used to draw the empirical results. The findings of this study show that social media plays an effective role in promoting brand culture and has positive effects on educated youth, who assumed that it is the main cause of positive change in the society and modernity. The results reveal that Facebook is more credible, useful and effective for creating brand awareness as compared to Twitter, WhatsApp and other social applications.