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Vitamin D is an important nutrient for bone health, and vitamin D deficiency increases the risk of various diseases. Gilgit Baltistan, the northern-most area of Pakistan, has a high prevalence of vitamin D deficiency, despite many nutritional and food safety programmes. The present study aimed to find how knowledge, attitudes and practices associated with vitamin D related to the prevalence of vitamin D deficiency among people residing in different areas of Gilgit Baltistan. The cross-sectional study was descriptive and used data from a survey carried out between February 2019 and December 2020 on individuals of both sexes aged 10 years or over in Gilgit Baltistan. Of the 575 survey participants, 306 (53.2%) had experienced signs and symptoms of vitamin D deficiency, i.e. tiredness, fatigue and bone weakness. Approximately 64.8% had some general knowledge of vitamin D and its relation to health. Participants aged 19–25 years had the highest scores on knowledge of vitamin D. Only 22.7% of interviewees had ever taken any supplements and only 25.6% often exposed themselves to sunlight. Females’ mean knowledge score (28.7; SD 7.02) was higher than that of males (24; SD 9.01). A lack of consistency was observed between attitude towards daylight exposure and knowledge of vitamin D. There was a large correlation between knowledge and attitude (p = 0.001), while a non-significant association was demonstrated between knowledge and practices (p = 0.1). Better knowledge, attitude and practices by people living in cities or more-developed regions indicates that education can be an effective way to provide awareness regarding micronutrient deficiencies. More emphasis is needed on enhancing knowledge, awareness and practices associated with vitamin D deficiency in rural areas of Pakistan. It is strongly recommended that an awareness campaign on micronutrients is launched in both rural and urban areas of Pakistan, concentrating on poor socioeconomic settings.

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Background The purpose of this study was to investigate the outcomes of social media addiction, such as sleep deprivation, employee productivity, and engagement among hospitality industry workers. Method Using a time-lagged, three-waive survey, this study collected data from 298 employees at international food chain restaurants in Pakistan. Two-step path modelling tested the direct and indirect hypotheses using partial least squares (PLS). Results The results revealed that social media addiction negatively influences employee productivity in the hospitality industry. However, the relationship between social media addiction and employee engagement in the hospitality industry was insignificant. Nonetheless, concerning mediated relationships, sleep deprivation was found to be an underlying psychological mechanism in the association between social media addiction, employee productivity, and employee engagement. Conclusion Theoretically, this research draws the attention of scholars towards relatively rarely studied variables, such as social media addiction and sleep deprivation, in the hospitality literature. Our findings will also help managers address employee engagement and productivity issues, while understanding the impact of social media addiction and sleep deprivation among hospitality workers.