Impact of Social Networking Sites on Indian Youth

Abstract

Rapidly increasing popularity of Social Networking Sites (SNS) motivated the researcher to analyse the impact of these sites on youth in India. For this, leading social networks in India have been taken. These include Facebook, YouTube, WhatsApp, Facebook Messenger, Instagram, Twitter, Skype and LinkedIn. lt has been observed that people use these sites for different purposes. Though started as fun, these sites turned out to be a source of business generation and improved performance. Five attributes have been taken into consideration to map the positioning of these sites. These are employment, marketing, personal growth, sharing of information and business generation. Multi-Dimensional Scaling has been applied to map the positioning of these select S S. All the attributes converge on two major dimensions of 'Popularity' and 'User Friendliness