Role of Social Media in Public Awareness in Pakistan: A Case Study of Khyber Pakhtunkhwa (2017–2025)

Abstract

The rapid expansion of social media has fundamentally transformed the landscape of public awareness in developing regions. This study investigates the role of social media in enhancing public awareness in Khyber Pakhtunkhwa (KP), Pakistan, from 2017 to 2025, employing a mixed-methods approach that integrates primary survey data from 200 respondents with comprehensive secondary data analysis of government reports, NGO evaluations, and international agency publications. The findings reveal that social media platforms including Facebook, WhatsApp, YouTube, TikTok, Instagram, and X (Twitter) have become central channels for disseminating information across multiple sectors, including health, education, political participation, civic engagement, and gender rights. Primary data indicate that a majority of respondents rely on social media for timely and accessible information, particularly youth and educated populations, while secondary data demonstrate measurable impacts of digital campaigns, such as increased vaccination compliance, higher youth and female voter participation, greater reporting of harassment cases, and expanded access to online learning. Despite these positive outcomes, challenges such as misinformation, digital inequality, and low media literacy remain significant barriers to effective awareness dissemination. The study concludes that strategic interventions including content localization, media literacy programs, regulatory oversight, and multi-platform engagement are essential to strengthen social media’s role in fostering an informed, engaged, and participatory society in KP.