Dr. Tahira Tariq
Designation
Assistant Professor
Department
- Faculty of Management Science, Department of Social Science and Humanities, Department of Business Administration
Specialization
Media, Communication Technology & Development Studies
Qualifications
Master’s in Advertising & Doctorate (Ph.D.) in Mass Communication
Quick Links
Biography
Dr. Tahira Tariq is an Assistant Professor of Media and Advertisement with over 15 years of extensive teaching and research experience at leading universities. She holds a Ph.D. in Mass Communication, with research focused on Communication and Technology as a Tool for Development in Developing Societies.
Her work spans development communication, digital journalism, social media studies, and the media’s role in social change, with multiple publications in HEC-recognized journals. She has presented research papers at national and international conferences and supervised numerous BS and MS dissertations.
Beyond academia, Dr. Tariq has actively contributed to community development initiatives, including advocacy campaigns for children’s education, higher education, women’s empowerment, road safety, and anti-terrorism.
Courses Taught
• Advanced Theories of Communication
• Advertising & Public Relations
• Advertising Research
• Development Communication
• Development Support Communication
• Digital Media
• Event Management
• Film TV Production
• Gender Studies
• Graphic Design and Visual Communication
• Introduction to Communication
• Introduction to Electronic Media
• Introduction to Print Journalism
• Investigative Journalism
• Mass Communication & Journalism
• Mass Media Structures, Processes, and Effects
• Media & Gender
• Media & Social Movements
• Media & Society
• Media Laws & Ethics
• Media Planning
• Media Research
• Mobile & e-Journalism
• Multimedia Journalism
• News Reporting & Sub-Editing
• News Reporting & Writing
• NGO & Development
• Organizational Communication
• Pakistan Studies
• Peace & Diplomatic Journalism
• Political Communication
• Print Journalism
• Research Methods
• Social Media Studies
• Technology & Social Change
• Theories of Communication
Achievements
• Ph.D. in Mass Communication with research on communication, technology, and development.
• 15+ years of teaching experience at leading universities.
• Published 8+ research papers in HEC-recognized journals.
• Presented 4+ research papers at national & international conferences.
• Supervised 30+ dissertations & 40+ capstone projects.
• Pioneered community initiatives such as:
1) Pakistan’s first Anti-Terrorism Training Program for Educational Institutions
2) On-Road Traffic Safety Campaign
3) Advocacy campaign for providing better learning facilities at educational institutions
4) Advocacy campaign for admitting Non-School-Going children to Schools
Research Interest
• Media and Social Change
• Media and Technology
• Advertising and Social Media Studies
Selected Publications
04/05/2024
The Persuasive Impact of Social Media Influencers on Consumers’ Buying Decision: A Case Study of Instagram
This research focuses on examining the various SMI characteristics and their impact on acting as relevant sources to the consumers while making a buying decision. These characteristics include the quality of content they produce, their trustworthiness, and their credibility. A survey questionnaire of 200 respondents was conducted to determine the significance of these characteristics. The research findings revealed that all three independent variables (quality content, trustworthiness, and credibility) of Social Media Influencers have a persuasive impact on the consumers’ buying decisions (dependent variable). Therefore, all the variables used in this study were accurate. It was suggested that brands willing to increase their online sales should incorporate Instagram into their marketing strategies. Marketers should also focus on selecting SMIs that fit with the brand's image and produce content that is relevant to their target consumers to properly increase the sales of the product that is being promoted.
01/07/2023
Stylistic Analysis of Instagram Captions by Female Pakistani Influencers
This research assesses the language style utilized by the lifestyle influencers to engage and reach out to maximum people. The researcher examines and analyzes a contrast of the linguistic features through 5 posts of 5 beauty and lifestyle Pakistani influencer to determine the stylistics of the posts analyzing the graphological and lexical features of the texts. The researcher uses the five captions of five famous Pakistani influencers namely are Hira Attique (hirableeh), Waliya Najeeb (waliyanajeeb), Qirat Baber (Makeupbyqb), Saman Hayat Soomro (samanhsoomro) and Naiha J. Eiman (rebellious brownie). The result of the study shows that the influencers used graphological features in their captions frequently. Among all the graphological features, punctuation is used most frequently which is then followed by the capitalization and paragraphing. The usage of punctuation is one of the strategies used by the brand to capture the attention of the audience which is reviewed by the influencer. In addition, asyndeton is the most frequent used lexical feature in the captions of Influencers. Moreover, the effect of using these features in the captions is positive.
30/01/2023
Challenges Faced by an NGO in Retaining Public School Students: A Case Study
The current study investigated the opportunities to overcome the high dropout rate from public schools. One of the public schools, which was transformed into a model school by a prominent NGO of Pakistan, was selected for the collection of data. Realizing the need to get an in-depth knowledge of the issue, qualitative study was conducted. Case study approach was used, observations and interviews were employed. Using semi structured questionnaires, interviews of administration, teachers and students were conducted. Lack of facilities at schools, poverty, illiteracy of parents, absenteeism etc. were found significant challenges in retaining students at school. The situation can be overcome by providing neat and clean environment, spacious classrooms and better furniture, well equipped labs and libraries, high quality sports and art facilities, separate toilet facilities for boys and girls and cafeteria for healthy diet or nutrition.
30/06/2022
Social Media Dependence: An Analysis of Youth’s Motives for Using Social Media Networks in Karachi
Since social media is being used as a channel of communication in virtually all parts of the world,it is seen as a growing trend in Karachi too. People including the youth make use of social media networks. Social media networks provide a lot of opportunities to their users. It can provide news, information, social interaction, entertainment, and much more on a 24/7 basis around the year. Our youth can be seen glued to the screen of their laptops and smartphones and can be seen using social media networks without taking breaks. Excessive use of anything is dangerous. The purpose of the study was to find out about social media dependence in our youth living in Karachi city and their motives for using social media networks. The core problems to seek answers through this study were: What purpose does the youth in Karachi use social media for? Which social media networks are mostly used by youth? Whether the usage of social media affects the amount of time the youth gives to their studies? Is the youth addicted to social media? The quantitative survey methodology was adopted for this study and the population for the study was social media networks using youth living in Karachi. The sample size of the study was 100 and the data was collected online via google survey forms using the non-probability convenience sampling method. The instrument for data collection was a structured questionnaire. To evaluate social media dependence among youth, questions were designed to get proper responses and the collected data was tabulated and analyzed. The major findings of the study were that the youth were addicted to social media and were using more than one social media network at a time. On average, youth from both genders were using five different social media networks to meet their needs and gratification.
