Technology has invaded the field of education and has become a major source of gaining and spreading knowledge. Among the various technological advancements currently facilitating teaching and learning in several educational disciplines, mobile technology is noteworthy. These days, almost all students keep a mobile phone and use its applications for different purposes. With the integration of technology in education, mobile devices are also being incorporated in numerous educational disciplines including language learning. This research was carried out to study students’ perception of the impact of WhatsApp in learning English language. A questionnaire of 27 items was administered to find out the perception of 157 students about the impact of WhatsApp in English language learning. Students’ access to internet was also explored to study the influence of the availability of internet on students’ perception. The findings showed that students have a positive perception of the influence of WhatsApp in English language learning. They believe that using WhatsApp for language learning gives them confidence, improves their English language knowledge and enhances their four language skills. They also gave a positive response about the ubiquitous use of WhatsApp and their preference of using WhatsApp as compared to other teaching and learning pedagogies.

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ABSTRACT:TV Dramas impact customer buying behavior. This study determined factors influencing clothe buying preferences of Pakistani female viewers of Indian TV dramas. Specifically the research was conducted to study factors; items related to these factors, and the possible positive or negative impact of these factors. Objectives were achieved in three phases. 1 st: important factors and related items were determined. 2 nd : presentation and validation of these factors, 3 rd : Factors were further elaborated. Factor 3 (Fashion) has the highest mean score 4.21 and Factor 2 (Culture) has lowest mean score of 3.05. And three of the closet items out of a total of seventeen (indicated through nearest neighbor analysis) are also from factor 3 (Fashion) i.e.: TV actors look beautiful wearing particular dresses; dresses are up to date; because of design; fabric; texture; lining etc. Results of our study can be used by future researchers in development or modification of research questioner. Marketers can use the results for better placement of their products (clothes).