Digital Media Training Programs and their Role in Enhancing Employee Skills and Performance


  • Dr Ammad Zafar Assistant Professor, UIT University
  • Dr Noureen Aleem Assistant Professor, SMI University



Digital Media Training, Employee Skills Enhancement, Performance Improvement, Media Industry


The study investigated how employee performance and skills in Karachi, Pakistan's media business, are affected by digital media training programs. A professional and flexible workforce is essential in the unexpectedly shifting digital landscape. However, there is limited empirical data on the efficacy of applications for digital media education in this setting. This study fills a substantial information gap by assessing the impact of such training initiatives on employee abilities and performance. The primary objective of this research is to ascertain whether digital media training programs have a substantial and statistically significant impact on enhancing employee skills and performance in Karachi's media sector. A blended-techniques research technique has been adopted, encompassing each quantitative survey and qualitative interview. A sample of 120 personnel working in the media industry participated in the study, providing valuable insights into their experiences with digital media training. The results of this are compelling, revealing a high-quality locating that participants who underwent virtual media education were about seventeen times more likely to exhibit more desirable abilities and progressed performance than their non-taking part opposite numbers. This statistically significant impact underscores the transformative potential of these training programs. The analysis and findings of the study give realistic tips for media groups, policymakers, and stakeholders, emphasizing the significance of strategic investments in complete and updated digital media education initiatives.


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How to Cite

Zafar, A., & Aleem, N. (2023). Digital Media Training Programs and their Role in Enhancing Employee Skills and Performance. Pakistan Journal of Applied Social Sciences, 14(2), 1–20.