The current research was conducted to study Political Campaigns on social media (Facebook) and the spiral of silence effect on youth. The objectives of the study were to explore how youth use Facebook to determine the climate of opinions related to politics; to examine the implementation of the spiral of silence theory on the issue of politicians’ accountability process in the current regime in Pakistan. The purposive sampling technique was use for the collection of samples from the University of Sargodha and comprised of (N= 300) youth participants,including (n=150) males and (n=150) females. A questionnaire was Well-designed for assessing opinion climate and inclination to share their views on controversial political issues. Results of the current study revealed that individuals are more likely to speak out on controversial topics through Facebook than other communication channel. Findings indicate that social media plays an important role in setting up the direction of the public opinion climate beside the group of close friends, which also important role in the assessment of opinion climate on controversial political issues,including politicians’ accountability process. In Pakistan, political polarization is on the rise. It this context spiral of silence for deviant opinion is evident from the findings.

The current research is aimed at exploring the "Development of SNS as a New Platform of InteractionAmong Teenagers and its Consequences on Family Bonding." Data was collected from the teenage students ofcolleges and Schools. The present research is a survey-based study using Media Dependency and Uses andGratification as its theoretical foundation keeping in view the major concepts. A sample of 400 respondents isselected using the purposive sampling technique. The main social interaction patterns are Audio Chat, Gif,Messages, and Video Chat. The analysis of findings reveals that WhatsApp more affects teenagers' socialinteraction patterns (68 percent). It is observed from the findings that Facebook more frequently affects teenagers'bonding with Friends (61 percent). A correlation test is applied in this study. The study's findings supported a positiverelationship between the frequency of use of social media and the effects on social interaction patterns ofteenagers in terms of communication, interaction, gathering and socialization. Social media has significantlyaffected youngsters in building bonding's with friends as more sharing of feelings takes place with friends overdistance instead of families.

Celebrity endorsement is considered one of the popular tools of marketing which is used by many brands. The purpose is to involve any famous celebrity in order to promote that specific brand. Present study is designed to explore influence of celebrity endorsed advertisements on brand choice and perception of female students. Using survey research design, data from 300 female respondents is collected through a well-designed questionnaire.  Theoretically, present study is based on elaboration likelihood model. In order to draw inferences from collected data, statistical tests such as chi square and correlation are used. Overall analysis describes that advertising has significant impact on brand choice of female students. Results also indicate that female students give more attention to advertisement of cosmetics and dresses as compared to gadgets. Accordingly, comparative analysis of the selected mediums for advertising showed that overall female students more prefer social media as compared to TV and print media for acquiring information about products and brands. Findings also suggest that celebrity is one of the key factors in advertising to influence females brand choices. It is evident from the findings that females are increasingly becoming brand conscious due to the role of celebrities which is part of celebrity endorsement. Brands advertisements containing celebrities have more successful impact as compared to brand ads without celebrities.