Study on Intention of Youth Towards Use of Social Networking Sites- a Strategic Study with Reference to the New Gens

Abstract

Over the recent years, the rapid technological advancement, social networking sites has paved way totoreplace the platform of tangible personal interaction and networking. This study was designed to understand and explore the critical antecedents that affect New Gens's intention to use social networking sites. The framework comprised of critical linkages between internet self-efficacy, perceived level of enjoyment, perceived individual innovativeness, perceived social support and information gathering behavior on intention to use social networking sites moderated by perceived social media risk.