Social Media Use and Effects on Islamic Cultural Values among University Students: A Case Study of South Punjab, Pakistan

Abstract

Pakistan is Islamic country and has multi-colour culture rich with Islamic values. Each society identified with its cultural values. Youth considered as identified symbol of any society, hence cultural values adopted by youth reflect the shadow of culture of that society. Current study was aimed to explore Islamic cultural values and effects of social media on university students. Study was thematically related to Social Learning Theory, Cultivation Theory and Uses and Gratification Theory. Study was survey based, population of study was south Punjab and target public was university students. The results of study revealed that social media is most popular tool among university students and attracting students towards new fashion trends and styles and keeping far away youth to Islamic cultural and religious values.