Social Media Interactivity in Pakistan: A study from Metropolitan City

Abstract

In this study the social media interactivity among digital natives and digital immigrants in Lahore has been evaluated. The primary goal of this research is to determine whether they are participating in social media interactivity or not. In continuation to this their social media interaction patterns have been highlighted. The interview of total 16 participants were carried out. These participants belong to a variety of communities including students, academics, psychologists, sociologists, and housewives. They are chosen based on their interest in and frequency of social media interactions. Data was collected through a semi structured interview and examined using thematic analysis. The results revealed that the digital natives and digital immigrants both spend a significant time of their daily lives interacting with social media. Both natives and immigrants have comparable intentions of staying connected, following recent trends on social media and interacting with friends and family. These research threads address highprofile problems and debates surrounding both groups' involvement in social media interactivity, and they provide fertile ground for future research.

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