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This research study aims to explore the impact of vloggers' content on youth in Rawalpindi, Pakistan. The study utilizes a qualitative research method and draws upon two theoretical frameworks: The Uses and Gratifications Theory and the Social Cognitive Theory. By examining the types of content produced by vloggers and their influence on youth perceptions and behaviours, this study contributes to a deeper understanding of the dynamics between vloggers and their audience. Data collection involves interviews administered to a sample of youth participants, aiming to capture their engagement with vloggers' content and the perceived impact on their perceptions and behaviours. The interviews include questions related to the types of vloggers followed, the themes addressed in their content, and the influence on lifestyle choices, cultural trends, and societal norms. The research analyzes the collected data making themes and the thematic analysis, to identify patterns and correlations between vloggers' content and youth responses.
Kanwal et al. (Sat,) studied this question.