Students of Consumer Behaviour (BBA-4) at SZABIST University Islamabad participated in an experiential learning activity through a simulated focus group discussion titled “Digital Peer Pressure – From Friends to Feeds.”

The session generated meaningful dialogue on how social media platforms influence choices, emotions, and self-perception. Students discussed how algorithms often amplify comparison culture and create FOMO (fear of missing out), shaping what individuals post, purchase, and feel about themselves in a digitally connected world.

Participants concluded that completely disengaging from social media is not a sustainable solution. Instead, they emphasized the importance of digital mindfulness, balanced usage, and awareness of platform dynamics to maintain emotional well-being and authenticity online.

The session was joined by Ms. Naaima Afzal Zaki, Digital Creator, Co-Trainer at Youth Impact, Lecturer at the Higher Education Department (HED) Punjab, and former ARY News professional, who observed the simulated discussion and shared valuable insights. She encouraged students to stay authentic online, use social media with purpose, and confidently manage digital influence through self-awareness and responsible engagement.

The discussion helped students reflect on the emotional dimensions of marketing and the psychological pressures associated with digital environments. The activity aligned with the United Nations Sustainable Development Goals (SDGs), particularly SDG 3 (Good Health and Well-Being), SDG 4 (Quality Education), and SDG 9 (Industry, Innovation, and Infrastructure), reinforcing SZABIST Islamabad’s commitment to promoting digital well-being, ethical awareness, and responsible innovation through experiential learning.