Syed M Saqib Saleem, Lecturer in the Department of Mass Communication presented his research paper titled ‘Youth and Mobile Advertisements: An Analysis of Consumer Buying Behavior in Pakistan’ at the 4th World Conference on Media and Mass Communication (MEDCOM ’18) held from 5th to 7th April, 2018 in Bangkok, Thailand under the theme “Power of Media : Shaping the Future.”

Mr Saqib, in his presentation, talked about the rapid increase Pakistan has seen in cellular subscribers; going from 88 to 139 million in the last 10 years. He also talked about the increasing competition that has led mobile companies to invest humongous amounts of money into creating beguiling mobile ads. The focus of his research was to study the impact of mobile phone advertisements on consumers’ buying behavior.

The Conference was co-hosted by The University of Rome Tor Vergata and Universiti Teknologi Mara. The academic partner of the conference was Dhurakij Pundit University, Thailand and was organized by The International Institute of Knowledge Management (TIIKM). MEDCOM ’18 witnessed the participation of academicians, universities, professionals and industry experts from all over the world who gathered on a single platform to discuss the future prospects in Media and Mass Communication.

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