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Sociologist and Real Estate Reporter and Analyst
Lahore, Pakistan
Publications:
I am a sociologist, digital marketer, and real estate analyst with over a decade of experience working across academia, digital business, and property markets. I hold an M.Phil in Sociology and currently serve as a lecturer of sociology at the university level, where I teach and mentor students in areas including gender studies, masculinities, media and society, and contemporary social theory. My academic work extends beyond the classroom — I am a published researcher with peer-reviewed contributions exploring the intersections of gender, culture, and media within South Asian contexts. This scholarly foundation gives me a rigorous, evidence-based lens through which I analyze trends in consumer behavior, market dynamics, and digital communication. On the professional side, I am the founder and CEO of a Texas-based digital marketing agency specializing in lead generation, Google Ads management, Meta advertising, and content strategy for home service contractors and professional service providers across the United States. My approach to marketing is deeply informed by my sociological training — understanding why people make decisions, not just how to reach them. I also work as a real estate analyst covering both the American and Pakistani property markets, applying data-driven research, SEO strategy, and audience insights to help stakeholders navigate complex housing landscapes. This rare blend of academic research, university-level teaching, digital marketing expertise, and real estate analysis positions me to offer well-rounded, evidence-backed commentary on a wide range of topics — from consumer psychology and advertising trends to housing markets, diaspora economics, gender dynamics, and the cultural forces shaping modern media. Areas of Expertise: Sociology, gender studies and masculinities, digital marketing and lead generation, Google and Meta advertising, real estate market analysis, consumer behavior, South Asian cultural dynamics, media studies, and academic research methodology.
Social capital is manifested through the relationships and networks that the human species own. Further, it is strengthened with trust and reciprocity. It inculcates the value of helping each other based on the principle of ‘Mutually Beneficial Actions’. Various actors and agents play their roles in producing the social capital, yet women play the most vital role in its production due to their domestic chores, more frequent engagement with family and neighborhood. Thus, it is an essential to know that if she takes an equivalent benefit from the social capital. The primary objective of the present research determines out the role of social capital in women’s career planning. The informal social networks, family, friends, and neighborhood are selected to the social capital. In the meantime, 150 female respondents from the University of the Punjab were selected using the non-probability convenience sampling technique from the final year of the Masters and Bachelors program. The findings of the study showed as the positive relation of social capital with career planning.
prjah.org
The present study aims to investigate the evolving gender roles of professional couples, examining the unequal division of labor, men’s attitudes toward changing gender roles, and societal reactions. Participants in the present study were recruited through purposive sampling, including, four women lecturers from the University of the Punjab Lahore New Campus and their spouses, three lecturers were recruited from Lahore College for Women University, Lahore, along with their husbands, and three lecturers from the University of Management and Technology Lahore, along with their husbands. All the couples had the same working hours, and were interviewed individually. Thematic analysis of participants' narratives revealed dual impacts of changing gender roles, both positive and negative. In addition, this paper also highlights the coping strategies employed by professional women such as balancing roles, finding financial independence empowering, stress-reducing tactics, and effective time management. Changes in gender roles of professional couples benefit husbands more as they are supported both morally and financially by their spouses. On the contrary, a professional woman faces tough times as she takes on multiple roles and contends with an unequal division of labor. This study has implications for balancing gender roles for sociologists and psychologists; these changing gender roles should foster freedom among professional couples in Pakistani society.
journals.umt.edu.pk
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