Cellular Services Packages and their Impact on Social Values of Youth

Youth plays a significant role in building of the nation and in the development of a country. Their adoption, aspiration, and objective lead towards change in social value of a culture. Ongoing study investigates the impact of telecom cellular services packages like late night call & unlimited Short Messaging Service (SMS) on the social values of Pakistani youth. In today’s competitive environment cellular companies are mainly targeting youth through their advertisements and would like the youth to get indulge in these activities in order to increase their sales but the point is up to what extent youth showing receptiveness and emotional attachment to these packages. Study was conducted in capital city of Pakistan i.e. Islamabad, mainly considering three famous universities; Iqra University, Bahria University & Foundation University with the sample of 250 respondents; convenient sampling technique is used & results are measured using multiple regression test. Major findings concluded that cellular advertisements of unlimited Short Messaging Service (SMS) and late night call packages have a negative impact on youth but youth is still willing to accept these advertisements as they are negatively attached to the advertisement and use of these packages.