In the online environment, social media metrics offer a credible basis of customer feedback in anticipating the firm performance. This study verifies the association of social media metrics of Face-book and Twitter to financial market performance. Data were collected from official Facebook pages and Twitter accounts of 3 fast-food companies over the time period of 6 months. Then established multiple metrics for respective social media platforms and develop outcomes using Vector Autoregressive time series models to evaluate the instantaneous and continuing relationship between social media metrics and financial market performance of the firms in terms of unusual returns and idiosyncratic risk. Results indicated that FB metrics are significant leading indicators of firm equity value. However, Twitter metrics, have a weaker relationship with firm value as compared to FB metrics. Collectively, current research extends new visions for organizational top executives and investors concerning organizational equity valuation and the social media power transformation.

Social media platforms are used in many businesses for the marketing of their products and operations. The Lahore based restaurants are under observation of this research, and the impact of social media is highlighted in the meantime. The major objective of this study is to examine the impacts of social media in doing food business and how it influences their activities. A mix of qualitative and quantitative methods along with individual interviews was conducted. The results of the study showed that in the case of the restaurants business, social media has a positive impact and an increment in sales and flow of consumers. Facebook and Instagram are the major social media platforms used by restaurants. Word of mouth also plays a huge role.Nonetheless, social media provides cheap and accessible marketing to reach numerous people instantly.

The role of social media in academic settings has increased manifold. Both the teachers and the learners inside as well as outside classrooms use social media for different academic purposes. The present study was conducted to research to what extent the use of social media has become a fast way of material development in Pakistani ELT setting. Generally, social media is being used for getting and sharing information through different social media platforms: Facebook, whatsapp, YouTube along with other websites. The question is how social media is being used one of the medium for the development of material for four language skills? The data was collected through two major sources of survey and interviews from both the teachers and the learners. The data was analyzed quantitatively and qualitatively to reach the results. The findings answered the question that social media can be used as a source of material development in Pakistani ELT settings. This research will open the doors of further explorations in the same domain.

Cosmetic products are very important for women. Nowadays women are very conscious while purchasing their products. Women use a vast variety of cosmetic products, such as soap, shampoo, perfume, skincare or make-up. In Pakistan nowadays many cosmetic product companies advertise their products as a need which eventually appeals to a vast majority of women. Many companies use different social applications for advertisements. The Facebook application was selected as a medium for advertisement. This research study includes an analysis of the exposure to social media advertisements regarding cosmetics and purchasing behaviour of women. Specifically, this investigation is based on this specific objective. The research reveals that women are affected by social media advertisements. The study was anchored on the hierarchy of effect model. The target population comprised women. A simple random sampling technique was used. The survey method was used in the research study. Data were analyzed descriptively. The study revealed that social media advertisements affected the attitude and beliefs of women.

This research delved into the privacy concerns of Facebook users in Punjab, Pakistan. A Google survey of 107 participants uncovered a range of Facebook usage habits,  from frequent to occasional. While most users were aware of privacy settings, their understanding and utilization varied. Key worries centered around profile visibility, app permissions, data sharing, and friend requests. While many users felt Facebook provided adequate information, others found it lacking. Trust in Facebook's data protection was moderate,  and opinions on information clarity were divided. The study underscores the importance of enhanced communication, education, and transparency regarding privacy settings. Prioritizing user concerns, fostering trust, and empowering users to make informed choices should be central to Facebook's future endeavors.