Alina Zaidi2025-09-252025-09-252018https://escholar.umt.edu.pk/handle/123456789/6973The aim of the current research is to explore the mediating role of self-gratification and social comparison in explaining the relationship between media objectification and clothing buying behavior in women. For this purpose, correlational research design was employed using 400 female participants within the age ranges of 18-29 selected by convenient sampling. The data was collected using developed questionnaire.enThesis