A STUDY ON SOCIALMEDIA INFLUENCE ON SCHOOL STUDENTS

NETWORK WITH REFERENCE TO ANICHA DIGITAL

INFRASTRUCTURE, CHENNAI

Dr.S.Thandayuthapani, Assistant Professor, Department of Management

Studies, Vel Tech Rangarajan Dr. Sagunthala R&D Institute of Science and
Technology, India, sivakulanthay@gmail.com

Abstract

Social media has revolutionized the way we communicate and interact with each
other, and it has also changed the way of students network . In recent years, the
impact of social media on students network has been a topic of great interest
among schools and parents . This study aims to find the impact of social media
influence school students network with special reference to Anicha digital
infrastructure.

The study also found that social media platforms such as Facebook, Instagram, and
Twitter have a significant impact on school students network. The results showed
that networks of students are more likely to find the mentality of students for their
network and friendship circular.

Furthermore, the study found that social media influence also plays a significant
role in their school student networking with reference to Anicha digital
infrastructure. The results showed that students behavior towards online friends
and their online network .

The study is also to understand the positive and negative side of the school
students. And to know how they created their online friends circle. Also to know
how they use social media platform for their carrier growth and popularity. Further
how they get knowledge about the social media platform.

Keywords: Student behaviour, Networking of students, Social media influence,

Social Media Reference.

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Introduction

School students are avid users of social media platforms, with many spending a
significant amount of time each day scrolling through feeds, messaging their friends,
and sharing their thoughts and experiences online. Some of the most popular social
media platforms among students include:

Instagram: Instagram is a photo and video-sharing app that allows users to share
images and videos with their followers. It is especially popular among young people,
who use it to showcase their creativity and document their lives.

Snapchat: Snapchat is a messaging app that allows users to send photos and videos
that disappear after being viewed. It is popular among students who value the privacy
and ephemerality of the platform.

TikTok: TikTok is a video-sharing app that allows users to create and share short-
form videos set to music. It has become a cultural phenomenon among young people,
who use it to express their creativity, share their passions, and connect with others.

Twitter: Twitter is a microblogging platform that allows users to share their thoughts
and opinions in short, 280-character messages called tweets. It is popular among
students who use it to keep up with the latest news and trends and share their own
perspectives on current events.

Facebook: Facebook is a social networking site that allows users to connect with
friends and family, share photos and updates, and join groups based on shared
interests. While it is less popular among younger students than it once was, it remains
a key platform for staying connected with family members and older friends.

Overall, social media has become an integral part of the lives of many school
students, providing them with a powerful tool for self-expression, communication,
and community-building. However, it also presents a range of challenges and risks,
including cyberbullying, online harassment, and exposure to harmful content. It is
important for schools and educators to understand the role that social media plays in

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students' lives and to provide guidance and support to help them navigate these
challenges safely and responsibly.
Social media has become a ubiquitous part of modern life, with billions of people
worldwide using platforms such as Facebook, Twitter, Instagram, and TikTok to
communicate, share information, and build networks. Among these users are students,
who are increasingly relying on social media to connect with their peers, share their
experiences, and stay up to date with the latest trends and news.

This study seeks to explore the influence of social media on school student networks.
Specifically, it aims to examine how social media affects the behavior, attitudes, and
interactions of students within their school communities. It will investigate the extent
to which social media impacts students' academic performance, social lives, and
emotional well-being.

The study will use a mixed-methods approach, combining quantitative surveys with
qualitative interviews and observations. The survey will gather data on students'
social media use, including the frequency, duration, and types of platforms used. It
will also assess their perceptions of social media, including their attitudes towards its
influence on their academic performance, social lives, and emotional well-being.

The qualitative component of the study will involve in-depth interviews with a sample
of students to explore their experiences and perspectives on social media.
Observations will also be conducted in school settings to gain a deeper understanding
of how students interact with each other through social media.

The findings of this study will contribute to the growing body of research on the
impact of social media on young people. It will also provide insights into the ways in
which schools can better support their students in navigating the challenges and
opportunities presented by social media.

Digital marketing refers to the use of digital technologies, such as the internet, social
media, mobile devices, and search engines, to promote products or services. In today's
digital age, businesses cannot afford to ignore the potential of online marketing. With
the majority of consumers now using the internet to research and purchase products,

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digital marketing has become an essential part of any successful.

In recent years, social media has become a powerful tool for businesses to reach out to
their target audience and promote their brand. One effective strategy that many
companies have adopted is to leverage social media influencers to promote their
products or services. Social media influencers are individuals who have built a large
following on various social media platforms such as Instagram, TikTok, and
YouTube, and are known for their ability to influence the behavior and opinions of
their followers.
By partnering with social media influencers, businesses can tap into the influencers'
large following and use their influence to promote their brand. Social media
influencers can create sponsored content, such as posts, videos, or stories, that
showcase the benefits of the brand's products or services to their followers. These
sponsored posts can help increase brand awareness, reach new audiences, and drive
sales.

When choosing social media influencers to partner with, businesses should consider
factors such as the influencer's niche, their engagement rate, and their audience
demographics. It's important to find influencers whose values align with your brand
and who have an audience that matches your target market.

Overall, leveraging social media influencers can be a highly effective way for
businesses to promote their brand and reach new audiences on social media.

It has completely transformed the way we communicate, socialize, and conduct

business. The rise of social media platforms has significantly impacted the way
consumers interact with brands and make purchasing decisions.

This study aims to investigate the impact of social media on consumers' buying
behavior with special reference to Cuticura Talcum Powder. Cuticura Talcum Powder
is a popular talcum powder brand that has been in the market for decades. The brand
has a loyal customer base, but with the rise of social media, the brand needs to adapt
to the changing consumer behavior.

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The study will focus on understanding the role of social media in the buying behavior
of Cuticura Talcum Powder's customers. It will explore how social media influences
their decision-making process, and whether social media marketing is an effective
tool for the brand to reach its target audience.

The study will use a mixed-method approach, which includes both qualitative and
quantitative methods. Qualitative research will be conducted through in-depth
interviews with Cuticura Talcum Powder's customers to understand their attitudes
towards the brand and their social media usage. The quantitative research will be
conducted through an online survey, which will be distributed to a random sample of
Cuticura Talcum Powder's customers. The survey will focus on understanding the
impact of social media on their buying behavior.

The study will also explore the various social media platforms used by Cuticura
Talcum Powder to engage with its customers. It will examine the type of content
shared by the brand on social media and how it influences the consumer's decision-
making process. The study will also analyze the effectiveness of social media
marketing in increasing the brand's visibility, engagement, and sales.

Literature Review

Novak & Tomkins (2006: 611-617) divide users among different groups: passive,
and "connectors", that participate fully in the networks 'social evolution. Most
available research suggests that the majority of social networks serve a need to
reinforce existing relationships. We could say that they cater to a need: building
bridges between the online and offline worlds.

Steinfeld & Lampe (2007) suggest that Facebook is used to strengthen "offline"
friendships more than to meet new people (Ellison, Steinfeld y Lampe, 2007). Such
relationships could be thin, but often there are previous links, like sharing college.
Another key research thread deals with issues of privacy and intimacy generated by
social networks. Sometimes the need for a safe environment for children and
adolescents is stressed, like in works

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Qualman (2009) already describes a "social media revolution". In any case, and
paraphrasing Lazarsfeld, we have personto- person communication back again at the
very core of media, communications strategies, and academic conversations.

Dwyer, Hiltz and Passerini (2007) explain that Facebook beat MySpace, precisely
for its better capacity to deal with privacy. Researchers agree that the most serious
crisis faced by social networks have been related to privacy and personal data
protection. MySpace's audience decrease and Friendster's decline have been related to
this by scientific literature Social networks might also be a tool for audience and
market segmentation and the analysis of specific or "niche" audiences. Different
authors have studied their use by audiences defined by gender.

Tapscott and Williams (2006) consider social networks as a part of a wider trend in
communication landscapes. They characterize it as "mass collaboration". In their
opinion, transparency, peer collaboration, audience participation and globalization are
changing markets and companies and social networks like YouTube or MySpace are
crucial. A new type of market is being shaped: copyright, communication strategy and
message control by hierarchical management structures is increasingly under attack.
Wikipedia is described as symbol of this process that is influencing the
communication of brands, fashion, markets, ideas and ideology.

Methodology

Fundamental to the success of any formal marketing research project is a sound

research design. A good research design has the characteristics of problem definition,
specific methods of data collection and analysis, time required for research project
and estimate of expenses to be incurred. The function of a research design is to ensure
that the require data are collected accurately and economically. A research design is
purely and simply the framework or plan for an analysis of data. It is a blue print that
is followed in completing a study. It resembles the architect's blue-print (map) for
constructing a house. It may be worthwhile to mention here that a research design is
nothing more than the framework for the study ensures that the study will be relevant
to the problem and the study will employ economical procedures.

RESEARCH DESIGN

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Descriptive research design is also called explanatory design. This is the one that
simply describes something such as demographic characteristics. The descriptive
study is typically concerned with determining frequency which something occurs or
how two variables vary together.

SOCIAL
STUDENTS
MEDIA
INFLUENCE
INFLUENCE

POSITIVE NEGATIVE
IN SOCIAL IN SOCIAL
MEDIA MEDIA

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Results

The study utilized a survey method to collect data from employee of FMGC industry
belonging to different demographics.

Question Options Frequency Percentage

Below 10 6 7.9
11-15 19 25.0
Age Above 15 51 67.1
Total 76 100.0
Male 39 51.3
Gender Female 37 48.7
Total 75 100.0
Below 10 8 10.5
Class 11th 21 27.6
12th 47 61.8
Total 76 100.0

TEST VALUE
Indipendent sample T-Test 0.193
Anova 0.699
One way Anova 0.004
Regression 0.447

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Discussion

The impact of social media on school students network has been a subject of interest
for many researchers and marketers. In this study, we focus on the influence of social
media on the school students network with a special reference to Anicha digital
infrastructure.

Social media has become an integral part of students’s lives, and it has a significant
impact on school student behavior. School students are increasingly using social
media platforms to gather information, seek recommendations, and creating network,
popularity ,uses the platform for their carrier development. Therefore, it is important
for marketers to understand the impact of social media on school students behaviour
and their networks and use it to their advantage.

Anicha digital infrastructure is a popular company in the market, and we aim to

understand the impact of social media on school students networking and their
behaviour. To conduct this study, we used a combination of quantitative and
qualitative methods.

The results of the study suggest that social media has a significant impact on school
students networking behaviour . school students are using social media platforms
such as Facebook, Instagram, and Twitter to gather information, seek
recommendations, and make online network or friend. The study found that school
students are more likely to use social media if they have seen positive reviews and
recommendations on social media platforms.

The study also found that social media influencers have a significant impact on school
students behavior. School students are more likely to use social media if they have
seen positive reviews and recommendations from social media influencers.

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Implications

The study on the impact of social media on school students networking behavior with
special reference to Anicha digital infrastructure has several implications, including:

Understanding students behavior: The study can help marketers and researchers
understand how social media affects on school students and how it can be how the
social media influence students behaviour.

Targeted marketing: Based on the insights gained from the study, marketers can
create targeted social media campaigns that cater to the specific needs and preferences
of their target audience.

Improved product development: By understanding the preferences and opinions of

school students on social media, marketers can identify areas for improvement in
their networking , leading to better development.

Brand loyalty: By engaging with school students on social media, network can build
stronger relationships with their social media, leading to increased .

Competitive advantage: Brands that effectively use social media to influence school
students behavior can gain a competitive advantage over their rivals who are not
utilizing social media to the same extent.

Overall, the study can help understand the impact of social media on school students
networking and provide insights to improve their online friends.

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All papers are published under the Creative Commons Attribution 4.0 International
(CC BY 4.0). For more details, visit https://creativecommons.org/licenses/by-nc/4.0/.

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