The Impact of AI-Driven Personalization on Consumer Engagement and Brand Loyalty

Modern family planning has the potential to ensure better maternal health and socio-economic prosperity. However, perceptions regarding its methods vary significantly across different communities. This study explores how media influences the attitudes of married men and women regarding the use of modern family planning methods, an insight from Khyber Pakhtunkhwa. This study used a quantitative survey approach, whereas cross-sectional surveys were based on time, as suggested by research studies. The current study was conducted in two districts of Khyber Pakhtunkhwa, Lower Dir and Upper Dir. The population of interest included all married men and women (reproductive age 15-49), excluding divorced and widows. A Multistage sampling technique was adopted for representative sampling, which yielded a total sample of 768. An interview schedule based on the Likert Scale was designed to include social media influence and the usage of family planning methods. SPSS was used for data analysis, including univariate statistical techniques (frequencies and percentages), and was computed to present the descriptive analysis, while in bivariate analysis, binary logistic regression was used to explore relationships to test the hypotheses. This study concludes that media contact also influences how individuals choose contraceptives. The research data confirms previously documented findings that show media contact increases awareness levels while fighting misconceptions and drives people to choose modern birth control methods.