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This research study aimed to explore how social factors influence and motivate female admission seekers in media studies. Additionally, the study has been conducted to investigate the factors that female admission seekers perceived to be important while choosing their career in media studies. The survey-based on 300 female students of 18 to 38 years of age enrolled in various colleges and universities of Rawalpindi. The study used a quantitative method for data collection, data analysis and presentation of results. The Pearson correlation reveals that social factors influence and motivate admission seekers in media studies. Furthermore, the correlation indicated that there is a strong influence of parents' support, peer group and role models on students' career choices. The influence of Role models on student's selfefficacy has been found as the most influential social factor which shape and help in career selection as compared to Peer Group and Parents and Family Support.

Relationship between Social Factors and Students' Self-Efficacy in Choosing Media Studies: A Case Study of Female Students