Article HistoryStudy habits contribute significantly in the development of knowledge and perceptual capacities. Study habits tell a person that how much he will learn and how far he wants to go, and how much he wants to earn.

This paper attempts to investigate the thoughts of men and women on gender inequality in Pakistan. In present study, many aspects are discussed about gender discrimination. The data is collected using survey method, and 63% people give opinions that women are not treated fairly, while 71% feel discrimination between men and women in education and 57% say that parents give more importance to their sons as compared to daughters in Pakistan. The significant results demonstrate that women face gender inequality at home, in education and at workplace. Moreover, the relationship between different variables is calculated by using correlation coefficient, simple and multiple linear regression analysis. The value of R 2 = 0.54 illustrates that 54% variation is explained by the independent variable i.e. parents give more importance to their son and R 2 = 0.67 indicates that 67% variation is explained by the independent variables i.e. inspiration behind working women is, low family income and opportunities to perform social activities. It can be concluded that women are treated cold-heartedly within their homes by parents. Finally, it is suggested that Government and public both should work to promote education and professional development for women. Moreover, for the success of a country, there is need to remove the discriminatory attitude of the society towards the women.

Social media have become prominent part of life for many young people today. Social networking sites provide a platform for discussion on hot issues that have been overlooked in a day to day basis. The use of information technology in social media has increased its popularity among the youth, especially among the students of universities. Most people engage with social media without stopping to think what the effects are on our lives, whether positive or negative. The current study is conducted to monitor the impact of social media on youth. It is survey-type research where for analyzing the effect of social media on youth the questionnaire study is designed and by using simple random sampling 375 students are selected from GC Women University Sialkot. In this study, it is observed that 59% of respondents strongly agree that social media is helpful to create awareness among youth whereas 89% respondents agree that it helps to search jobs for youth. Whereas, 96% respondents agree that social media is helpful to get knowledge about current affairs of country. On the other hand, considering disadvantages of media, 93% of respondents agree that too much use of social media causes health problem and 94% respondents agree that unwanted information creates confusion in the minds of youth, 91% respondents agree that irrelevant and anti-religious posts and links create hate among people of different communities. The results revealed that social networking sites have the positive as well as negative impact on youth and it is suggested that government and private institutions both should have to work to promote social media's positive activities among youth.

The aim of the study is to analyze the impact of media on the student's academic performance. The survey method using questionnaire is implemented for the data collection and analyzed using statistical package for social sciences (SPSS). The researcher distributed 270 surveys among the students of chosen colleges using stratified random sampling with equal allocation. Because the use of media is increasing day by day, there is an interest how it is influencing student's education. Different statistical techniques (descriptive and inferential), to find graphical charts and formulation of hypothesis are applied. It is found that 183 (67%) respondents agreed that students waste much time on social media. Finally, it is recommended that students should be observed by parents and teachers when they use social networking sites.

Celebrity endorsement of brands is gaining popularity in the Pakistani markets. Most Pakistani brands gain popularity if any celebrity advertises their products and gets the attention of consumers. There are multi-million industries in the World. Brands usually use celebrities in their advertisement to increase their sales and change the point of view of consumers, which positively impact on their buying behavior. This research focuses on the celebrity endorsement and its impact on the brand conscious consumers and on their point of views regarding the brands. A quantitative method is used. The data of 263 respondents are collected through questionnaire and the results are analyzed using SPSS (Statistical Software). The students of Govt. College Women University Sialkot have been selected as respondents to know their point of view regarding celebrity endorsement on brand conscious consumers. It is noticed that brands advertised by celebrities are more attractive than the brands that are not advertised by celebrities. Moreover, products advertised by celebrities show a positive relationship with the buying behavior of consumers and help in brand promotion.