Examining the Impact of Social Media Campaigns on Adolescents' Educational Development in Pakistan: A Case Study of Kamyab Jawan Program

Abstract

Social media has taken the form of a revolutionary digital instrument, changing diverse aspects of society, such as educational development in Pakistan. This study investigated the effect of the Skills for All (Hunarmand Pakistan) campaign on the educational development of adolescents based on a case study of Facebook campaigns initiated by the Kamyab Jawan Program. The study explored outcomes of awareness, motivation, performance, and self-efficacy through the survey methodology, with 35 adolescent respondents. Findings indicated a level of campaign awareness (77.1%) with significant positive outcomes of educational opportunity awareness (82.8%), academic motivation (77.2%), and especially academic self-efficacy (82.9%), but had a moderate positive trend in tangible academic performance (68.6%). Findings show that well-planned social media campaigns can be highly effective in educational development amongst Pakistani adolescents.