COMMUNICATIONS CORRELATE TRUST IN PAKISTAN ARMY: RECOMMENDING MEASURES FOR IMAGE BUILDING

• Published in: NUST Business Review Vol. 6; no. 1
• Main Authors: Hussain, Dr. Mudassar, Sattar, Dr. Humayun, Fayyaz, Bakhtawar
• Format: Journal Article
• Language: English
• Published: 19-07-2024
• ISSN: 2707-6598; 2707-6601
• DOI: 10.37435/nbr.v6i1.76

Purpose: Trust in defense institutions is vital for national cohesion and national integration. For this purpose, the media dependency theory, video malaise theory, and virtuous circle theory are extended to propose a theoretical framework. Against this background, the objectives of the study are to explain public trust by analyzing the correlation of the uses of communications with the trust in the Pakistan Army. Design/Methodology: :To conduct this research quantitative approach is used, a purposive sample of (n = 269) university students is selected based on a sample collected from the universities in Lahore. The survey method was used to collect data. The Statistical Package for Social Sciences (SPSS) version 24 was used for applying the correlations and partial correlation tests. Findings: : Communications on Twitter and Facebook are creating distrust for the Pakistan Army, but the interpersonal forms of communication are creating trust for the Pakistan Army. The study finds major support for the media malaise theory. Theoretical and practical implications are discussed.  Originality: This study painted a more comprehensive picture of the trust in the army in the evolving media environment in Pakistan.