Papers by Moneeba Iftikhar
Health Problems of Civilization, Dec 31, 2022
Background. Bio-pharmaceutical supplements are widely used and essential for consumer health awar... more Background. Bio-pharmaceutical supplements are widely used and essential for consumer health awareness. They are commonly used as alternative or complementary medicine. The bio-pharmaceutical market includes substances with health benefits beyond nutritional value, such as dietary supplements, amino acids, vitamins, minerals, botanicals, etc. These products traditionally prevent and treat diseases. Material and methods. The study explores the impact of online social marketing on consumer behavior regarding biopharmaceutical products in Pakistan. Using involvement theory, it investigates how online social marketing influences purchase intentions, specifically regarding health and well-being. Results. During three months, from January to March 2023, a survey was conducted in Lahore, a city known for significant sales and purchases of these products. The study involved 500 female participants. The statistical analysis indicated excellent fit of the proposed model (χ²=12.5427, p=0.056; CFI, NFI, TLI>0.95; RMSEA=0.028), where situation mediates product's effect on purchase (ab=0.1068). Product directly impacts purchase (c'=0.4273), showing significant influence on purchase (total effect=0.5341). Conclusions. The paper reviews social marketing literature, delving into the nexus of biopharma products, health, and their influence on purchase intentions. It identifies critical research gaps and suggests future directions, offering valuable insights for academia and Pakistan's biopharmaceutical industry, focusing on advancing healthcare-related initiatives.
Gender Stereotype News Scale
PsycTESTS Dataset, 2019
Pakistan Journal of Distance and Online Learning, 2019
YouTube is becoming part of popular culture. To explore this advanced advent of technology in lea... more YouTube is becoming part of popular culture. To explore this advanced advent of technology in learning prospect, this study aims at finding the popularity of the YouTube tutorials among youth, along with their dependency on these videos and their usefulness. The focus of this research paper is on learning skills by watching YouTube tutorial among university students of Lahore, Pakistan. Software learning skills development has been analyzed among the students of 18-22 years. The respondents of the study were students of leading universities of Lahore. Survey method has been used to gather data and statistical linear regression analysis has been applied in order to test the hypothesis of the study. Results conclude that there is overall a positive impact for skill development on youth. YouTube tutorials help in understanding and building software aptitude among youth. Further the results indicate that tutorials may prove helpful in order to enhance students' academic performance in the future.
sjesr, 2021
Owing to the emerging challenge of smog and the controversies over its causes and solution, the c... more Owing to the emerging challenge of smog and the controversies over its causes and solution, the current study seeks to find out the influence of media messages on health-related behavior and the mediating role of the threat perception and perceived benefits towards health-related behaviors in Pakistan. A cross-sectional research design vis-à-vis survey method was used to investigate the influence of media, perceived threat, and perceived benefits on the health-related behaviors of the public. For this purpose, a survey was conducted in Lahore (including urban, peri-urban areas) using a close-ended questionnaire. A sample of 232 respondents was obtained. Data were analyzed Smart with PLS software to examine the media influence on smog-related health behavior. The findings indicated that media positively influence the smog-related health behavior of the public. It was found that the relationship between media and smog-related health behavior is interceded by perceived benefits and per...
Information, 2021
There is a long-standing debate about the effects of media-generated stereotypes on receivers’ tr... more There is a long-standing debate about the effects of media-generated stereotypes on receivers’ trust and attitude. However, there is insufficient consensus about their influence on the media receiver’s ecological perspective in determining their extent of trust and attitudes. Drawing an analogy from Differential Susceptibility to Media Effect Model (hereafter DSMM) notion that media effects are conditional and are contingent on differential-susceptibility, this study examines the influence of dispositional and social susceptibility to media. To do so, the study validates the influence of media user’s gender (dispositional susceptibility) and ethnicity (social susceptibility) in determining the outcomes of media-generated stereotypes, media trust (MT), and attitude towards media organization (AO). The survey method has been employed to collect data through a self-administered questionnaire from 1061 university students in public sector institutions in Pakistan. The results provide em...
Revisiting Uses and Gratification Theory Mediation of Interpersonal Communication in Linking Visual Communication Through Holly Wood Movies and Media Orientation of Young Girls
Journal of the Punjab University Historical Society, Jun 30, 2017
The purpose of this study is twofold, to revisit the uses and gratification theory study proposes... more The purpose of this study is twofold, to revisit the uses and gratification theory study proposes an interpersonal communication mediated model and reexamine the missing links of the interpersonal communication channels. To understand the Pakistani young girl's pattern of consumption regarding the Hollywood movies, study considers the variable of visual communication to measure its impact on the media orientation. By doing so, the study fills the research gap by providing insight that how the media orientation towards consuming Hollywood movies mediated by interpersonal communication. The study uses the survey technique for data collection of n=208 young girls of Lahore. The results of Structural Equation Modeling (SEM), confirms that interpersonal communication mediates the linkage between visual Communication thorough Hollywood movies and media orientation of teenage Girls.
This research unfolds the elements determining thebrand selection of the female youth of Pakistan... more This research unfolds the elements determining thebrand selection of the female youth of Pakistan by usingthe quantitative survey technique. For that reason,sample (N=200) of Korean web-based content viewershave been administrated for the survey. The purpose isto examine the impact of Korean plays on young girls;also girls are receiving motivation by Korean brands inresult of viewing Korean content. The over-all resultsexposed that Korean plays and its effect on youngstersare apparent; the more they view Korean content themore they are affected by Korean brands. In addition tothis, survey results revealed that the increased exposureof Korean web-based content results in consumerengagement which improved purchasing decisiontowards the Korean brands. Put simply, brand selectionof the female youth is mediated by the improvedconsumer engagement in result of viewing Koreancontents available online
Femininity in Pakistani Advertising: Portrayal of Gender Relationships & Islamic Values in Pakistani Television Commercials
This study investigates how TV commercials in Pakistan construct gender relationships in the cont... more This study investigates how TV commercials in Pakistan construct gender relationships in the contemporary era in appraisal to Islamic values and standards. This study engaged semiotic analysis as a technique to scrutinize Pakistani TV commercials inferring the images, signs and symbols. TV commercials emerge in the intermissions of famous Pakistani TV serials, nominated and acquired from main three private channels of Pakistan. A demonstrative sample of commercials explicitly directing gender relations was designated to consider these advertising messages with context to the representation of gender relations in the Pakistani-Islamic setting. TV commercials not only illustrate the images of men and women but have furthermore made that image customary to the viewers in the society. A positive association has always been found between the TV adverts and fluctuating lifestyles patterns of people in Pakistan. This study assists as an effort to inspect that how advertising practices in P...
YouTube is becoming part of popular culture. To explore this advanced advent of technology in lea... more YouTube is becoming part of popular culture. To explore this advanced advent of technology in learning prospect, this study aims at finding the popularity of the YouTube tutorials among youth, along with their dependency on these videos and their usefulness. The focus of this research paper is on learning skills by watching YouTube tutorial among university students of Lahore, Pakistan. Software learning skills development has been analyzed among the students of 18-22 years. The respondents of the study were students of leading universities of Lahore. Survey method has been used to gather data and statistical linear regression analysis has been applied in order to test the hypothesis of the study. Results conclude that there is overall a positive impact for skill development on youth. YouTube tutorials help in understanding and building software aptitude among youth. Further the results indicate that tutorials may prove helpful in order to enhance students’ academic performance in t...
Abstract. This paper is about the growing use of Snapchat among the youngsters, the content they ... more Abstract. This paper is about the growing use of Snapchat among the youngsters, the content they share on Snapchat and its effect on interpersonal relationships of consumers. The study is taken out on the sample of 300 selected randomly from the universities of Lahore, Pakistan. The survey method was used as the research tool. The virtual identities at this social media application is helpful for real life relations. Youngsters use this social media application often to connect with their friends and close relations and it is significant for strengthening interpersonal relationships. Young people use Snapchat for sharing funny stuff and personal feelings through snap. Keywords : Virtual Identities; Social Media; Snapchat.
The concept of the globalization always remains under criticism in advertising literature based o... more The concept of the globalization always remains under criticism in advertising literature based on its outcomes like misperception about the identity of women. By considering the emerging phenomenon of globalization in advertising, this study uses the strategy of culture nurturing for examining the advertisements. In this way, this study proposes a new approach to advertising analysis by reconsidering issues related to the presentation of the women which is a sensitive issue in a country like Pakistan. Thus, this study proposes a new model to examine the effects of the cultural gender role orientation on advertising intrusiveness and them oderating effect of self-referencing in this link. The study uses the experimental design 3 (Cultural gender role orientation: Local vs. Glocal vs. Global) X 3 (advertisement: Local vs. Glocal vs. Global) factorial post-test to verify this model on a sample of 150 females. Results reveal that the cultural gender role orientation among women signifi...
Pakistan Journal of Gender Studies, 2020
The study was aimed at scrutinizing the effects of the Public Service Awareness Messages about br... more The study was aimed at scrutinizing the effects of the Public Service Awareness Messages about breast cancer detection among women in terms of developing precautionary measures for the life-threatening disease in order to fight against it before time. Breast Cancer is the most common cancer among the women around the world and especially in Pakistan. The study has been carried out with a survey with 300 women of Lahore, Pakistan and found that Public Service Awareness Messages have been significantly perceived by them. PSAMs are important tool for providing information and spreading awareness regarding the disease. The fear appeal of the messages changed the behavior of the viewers for taking precautionary measures. Public Service Awareness Messages regarding healthcare make people conscious about their health and they believe that precautionary measures can prevent the dreadful comings of this disease.
Pakistan Journal of Gender Studies, 2017
This study explores how TV commercials in Pakistan construct female identity in the present era. ... more This study explores how TV commercials in Pakistan construct female identity in the present era. Advertising becomes an essential part in moulding and shaping our behaviour, attitude, values towards lifestyle and advertisers use visual, semiotic and printed text aims to convey their specific messages. This work attempts to analyze how the belief system of "flawless" and "perfect" society is created and constructed in and through advertisements. This study employed semiotic analysis as a research method to examine Pakistani TVCs. With stratified sampling technique, ten TVCs selected that appeared during intervals breaks of famous TV serials ,obtained from main three private Pakistani channels, on a week after week premise for a time of six months. TVCs were analyzed with reference to the representation of Pakistani women in selected time period. As sign frameworks are included in the construction of meaning and advertising utilizes these signs to transmit its mess...
Global Regional Review, 2019
This study explores the use of various advertisements and representation of women role in web-bas... more This study explores the use of various advertisements and representation of women role in web-based Breast Cancer related advertisements that appeared online, were observed on Google images for three months on weekly basis. Systematic sampling technique was used to gather the sample for the analysis. Signs and symbols are involved in creating the meanings and advertising creates to use of these signs to convey the desired intended messages. This study used semiotics as a method for analyzing various appeals and depiction of females in these breast cancer related web advertisements (BCAds). This research serves as a reagent by building a knowledge base and raising awareness regarding breast cancer related advertisements to develop a persuasive message in order to influence the female in detection of cancer. This study will be significant for policy makers and health communicators in developing effective public services messages to understand the power of signs and symbols.
Global Mass Communication Review, 2020
The study bridges the research gap concerning the direct relation of policymaking (PM) and policy... more The study bridges the research gap concerning the direct relation of policymaking (PM) and policy-based attitude (PBA), later by investigating the moderation of superior-subordinate communication (SSC) in their relationship by advancing the LMX theory. Using the demonstrative sample (n=253) collected from the in-service bureaucrats of Punjab, data were analyzed by using (SEM) Structural Equation Modeling approach on AMOS 22.0. The findings demonstrate that a positive relationship existed between policymaking and policy-based attitude. Meanwhile, SSC moderates the policymaking and policy-based attitude positively. It also suggests some recommendations for improving the policymaking by ensuring the availability of SSC channels among the bureaucracy of Punjab.
SAGE Open, 2020
The study examines the role of a health-related promotional campaign launched in Pakistan in the ... more The study examines the role of a health-related promotional campaign launched in Pakistan in the context of advertising campaign to improve precautionary behavior toward dengue virus (PBDV). The focus of this study is to investigate the mediation of individual’s attention, information surveillance, elaboration, and also the moderation of demographic features (e.g., gender, educational level, and dengue affected survival) in the relationship between the exposure of dengue-related public service announcements (DPSA) and PBDV. Telephonic interview technique was used to establish a representative sample ( N = 1,251) from Punjab (dengue-affected province of Pakistan) using a computer-assisted telephone survey software. The outcomes clarify the application of cognitive mediation model in the context of health communication. The findings revealed that individual’s attention and information surveillance have considerable mediating effects on PBDV and DPSA relationship. Surprisingly, however...
Pakistan Journal of Psychological Research, 2019
The ongoing development of gender stereotype news research calls for developing an instrument to ... more The ongoing development of gender stereotype news research calls for developing an instrument to tap into the ethnicity context. This study analyzes the gender stereotype news in the context of the ethnicity to develop and validate the scale. The deductive method of item generation has been employed in the study. In total three studies were conducted. The first study is based on the 12 experts’ ratings of the items for the content and constructs validity. A survey of (N = 227) was conducted in January to February 2017 for the second study for the scale construction and inter-item consistency, reliability and factor analysis were analyzed. For the third study, a survey of (N = 222) was conducted for the scale validation and convergent and criterion-related validity were analyzed. Based on the findings of experts all 14 items were retained, however, one item was deleted in the result of the factor analysis. To analyze convergent validity, we used the accurate depiction of facts (AF) a...
sjesr, 2019
Breast cancer is a burning female health related issue and constantly increasing the threat for... more Breast cancer is a burning female health related issue and constantly increasing the threat for women around the globe. This study intends to analyze the power of an educational intervention in form of educational message on television to educate Pakistani women in order to improve their attitudes in adoption of precautionary behavior. The effects of these educational communication strategies are recorded by using the quantitative survey technique and a close ended questionnaire was distributed among the female respondents. A total of 300 women of Lahore Pakistan aged 20-40 were selected. Breast cancer awareness advertising educational message have been disseminated on television by Shaukat Khannum Cancer Hospital have been watched by respondents every year on television are intended to make women aware about the early diagnosis and the results reveal that these educational campaigns are not significantly educating women to develop a precautionary behavior in order to self-examine...
Global Social Sciences Review, 2018
Recently, the Ministry of Health Pakistan decreed that disclosures of anti- smoking messages plac... more Recently, the Ministry of Health Pakistan decreed that disclosures of anti- smoking messages placement in the movies should be used whereby fear based cognitive anti-smoking message is shown. Consistent with the Elaboration Likelihood Model (ELM) assumption that persuasion messages likely influence the attitude of the relatively unmotivated individuals. This study is the first which tests and compare the ability of anti-smoking persuasion messages presented in the Direct Anti-smoking public service Advertisements (DAA) and Anti-smoking messages Placement Disclosures in movies (APD) in determining viewer’s Attitude to Quit Smoking (AQS). Hence, this attempt overcomes deficient understanding about the effects of disclosing anti-smoking advertisement placement. In a between-subject experiment (N = 120), we measure the smokers’ attitudes in the result of the direct anti-smoking advertisements along with the APDs in movies. Results of the experiment show that attitude to quit smoking bec...
sjesr, 2021
Owing to the emerging challenge of smog and the controversies over its causes and solution, the c... more Owing to the emerging challenge of smog and the controversies over its causes and solution, the current study seeks to find out the influence of media messages on health-related behavior and the mediating role of the threat perception and perceived benefits towards health-related behaviors in Pakistan. A cross-sectional research design vis-à-vis survey method was used to investigate the influence of media, perceived threat, and perceived benefits on the health-related behaviors of the public. For this purpose, a survey was conducted in Lahore (including urban, peri-urban areas) using a close-ended questionnaire. A sample of 232 respondents was obtained. Data were analyzed Smart with PLS software to examine the media influence on smog-related health behavior. The findings indicated that media positively influence the smog-related health behavior of the public. It was found that the relationship between media and smog-related health behavior is interceded by perceived benefits and per...
Uploads
Papers by Moneeba Iftikhar