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Tne hour each day on these sites.

The younger audience of social networking sites focus more on connecting with friends and recreational activities whereas the older generations use these sites more for professional reasons. Apart from these, a number of companies have also created their presence on social networking sites for brand building and promotions.

OBJECTIVE: A report by Equations Research (2009) reveals that the way social media has grown internationally has opened up a great number of doors for the marketers. However, in Pakistan, it is still a growing phenomenon (Shah, 2009). Hence the main objective of this research is to understand the extent of social media tools awareness in the Pakistan.

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HYPOTHESIS:
The main hypothesis of the study is that individuals under the age of 35 years are more aware of social media tools than people who are over it. The hypothesis states that as the age increases, the level of knowledge for social media tools decreases which shows a negative relationship between the two variables.

METHODOLOGY:
WHICH DATA IS REQUIRED TO TEST THE HYPOTHESIS? The two variables required to test the hypo are a) Age b) Social media tool knowledge

WHERE IS THIS DATA AVAILABLE? The data will be gathered from the following groups and sources. Because of the culturally diverse individuals found in IQRA University that can represent people from all over Pakistan, we have chosen to conduct the research through the students and professionals associated with IQRA University. Data shall be gathered from the following sources: a) Students from IQRA University b) Professionals from IQRA University c) Household individuals

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HOW WILL YOU COLLECT THIS DATA? The data is gathered through close ended questionnaires that have been filled by the identified audience (see appendix for sample questionnaire). According to the World Bank, world development indicators, the total population of Pakistan is 169,708,300 as recorded in 2009. I have chosen to take 0.0000035% of this data, which makes a sample size of 60 respondents. I have decided to take 20 respondents from each of the three groups identified above.

HOW WILL YOU USE THIS DATA TO TEST YOUR HYPOTHESIS? I shall be conducting Simple Linear Regression to test the Hypothesis.

HOW WILL YOU CONCLUDE THIS DATA? I will be taking 95% confidence interval. The Hypothesis will be accepted if the if it is less than 5% significant.

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CONCLUSION:
RESULTS

Descriptive Statistics Mean Awareness Level Age 1.88 32.48 Std. Deviation .783 11.362 N 60 60

Correlations Awareness Level Pearson Correlation Awareness Level Age Sig. (1-tailed) Awareness Level Age N Awareness Level Age 1.000 -.822 . .016 60 60 Age -.822 1.000 .016 . 60 60

Model Summary R Squar Adjusted R Model 1 R .822a e .676 Square .670 .450 Std. Error of the Estimate

a. Predictors: (Constant), Age

ANOVAb Model 1 Regression Residual Total a. Predictors: (Constant), Age b. Dependent Variable: Awareness Level Sum of Squares 24.458 11.726 36.183 df 1 58 59 Mean Square 24.458 .202 F 120.976 Sig. .032a

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Coefficientsa Standardized Unstandardized Coefficients Model 1 (Constant) Age B 3.724 -.057 Std. Error .177 .005 -.822 Coefficients Beta t 21.024 -10.999 Sig. .016 .016

a. Dependent Variable: Awareness Level

RECOMMENDATION: According to the below attached charts, the level of significance is 0.032 so we will accept the data, the Beta is -0.822, this shows that there is a negative relationship between age of the respondents and their level of awareness of social media tools. This shows that as the age increases, the level of social media tools knowledge decreases.

APPENDIX 1 :

AWARENESS PATTERNS OF SOCIAL MEDIA TOOLS IN PAKISTAN

Good morning/afternoon/evening. I, MBA student of IQRA University, am conducting a research on the awareness patterns of social media tools in Pakistan and your valuable opinion at this point is required and for the same we would be very thankful to you if you can take out some of your time to answer the following questions. Q.1. Gender: a) Male b) Female Page 5 of 7

Q.2. Age: ____________ Q.3. Occupation: a) Student b) Working Professional c) Household Individual Q.4. Q1. Do you use internet? Yes No 1 2

If respondent is not an internet user, please discontinue. Thank you for your time Q.5. How aware are you of the following social media tools (please check one per column)
Usage Frequency Social Media Tools Facebook Youtube Twitter MSN yahoo Orkut Highly Aware (3) Somewhat Aware (2) Not Aware (1)

Thank you for your valuable time and comments!

REFERENCES

1 Alsenoy.B, Ballet. J, Kuczerawy.A &Dumortier.J 2009. Social networks and web 2.0: are users also bound by data protection regulation, Identity Journal Limited [pdf]. Available at: http://www.springerlink.com/content/u11161037506t68n/ [Accessed On: May 17, 2011]. 2 Lancaster, G., 2008. CIM Course book Marketing Fundamentals, Elsevier ButterworthHeinemann Page 6 of 7

3 Universal McCann, 2008. When Did We Start Trusting Strangers? [pdf]: Universal McCann. [Accessed On: May 17, 2011]. 4 Boyd, d. m., & Ellison, N. B. 2007. Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication [online], 13(1), article 11, Available at: http://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html [Accessed On: May 17, 2011]. 5 Anderson Analytics, 2009. Social network study profiles social network users on Facebook, MySpace, LinkedIn and Twitter, [Online]. Available at: http://www.marketresearchworld.net/index.php? option=com_content&task=view&id=2675&Itemid=77 [Accessed On: May 17, 2011]. 6 Shah, B., 2009. The green Revolution. Dawn, 4 Aug. Available at: http://www.universalmccann.com/Assets/strangers_reportLR_20080924101433.pdf

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