Browsing by Author "Tahir, Shamsa"

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    Media Influence of Fashion on Female University Students A Research Study
    (University of Management and Technology, 2013) Naz, Urooj; Tahir, Shamsa
    This study aims at knowing Media Influence Of Fashion On Female University Students of Lahore with special reference to role of media in adoption of dressing trends in female university students. The quantitative method was applied to conduct the study and data collection survey method was used. The sample size of the study (n=100) was taken from four universities, 25 each from Kinnaird College, Lahore University, University of Central Punjab and University of Management and Technology. The study found that media has a great influence on fashion adoption of female university students. They take inspiration from media in their dressing choice. This research also revealed that television media is more dominating in influencing fashion among female as compared to all other mediums of communication.