RENI
RENI
RENI
Abstract: Social media is a platform for people to discuss their issues and opinions. Before knowing the aspects of social media
people must have to know what is social media? Social media are computer tools that allows people to share or exchange
information’s, ideas, images, videos and even more with each other through a particular network. In this paper we cover all aspects of
social media with its positive and negative effect. Focus is on the particular field like business, education, society and youth. During
this paper we describe how these media will affect society in a broad way.
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Volume 5– Issue 2, 71 - 75, 2016, ISSN:- 2319–8656
1.3 Impact of Social Media on Society • Social Media helps to meet people they may not
As we all are aware of social media that has an enormous have met outside the social media forums.
impact on our society[7].Many of the social media sites are
most popular on the web. Some social media sites have • It also helps to share ideas beyond the geographical
transformed the way where people communicate and socialize boundaries.
on the web. Social networking sites render the opportunity for
people to reconnect with their old friends, colleagues and • It provides open opportunity for all writers and
mates. It also helps people to make new friends, share content, bloggers to connect with their clients.
pictures, audios, videos amongst them. Social media also
changes the life style of a society. • Another positive effect of social networking sites is
it unite people on a huge platform for the
achievement of specific goals. This brings positive
change in the society.
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1.3.2 Negative Effects of Social Media on Society TYPE EXAMPLE %TEENS WHO USE
SOCIAL MEDIA
• One of the negative effect of social media is that it NATIONALLY
make people addicted. People spend lots of time in
social networking sites which can divert the Text Cellphone 75% of all teens own
concentration and focus from the particular task. Messenging feature a cell phone,
• Social media can easily effect the kids, the reason is 88% of cell phone-
sometimes people shares photos, videos on media
that contain violence and negative things which can
owning teens text,
affect the behavior of kids or teenagers. 72% of all teens use
text messaging
• It also abuses the society by invading on people’s
privacy.
Social Facebook, 73% of online teens
• Social lies like family ones also weaken as people networking MySpace have used a social
spend more time connecting to new people. sites networking site
• Some people uses their images or videos in social Online video Youtube.com 63% of online teens
sites that can encourage others to use it false fully.
sites watch online videos
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Volume 5– Issue 2, 71 - 75, 2016, ISSN:- 2319–8656
1.4.2 Negative Effects of Social Media on Youngsters [5] Waqas Tariq, Madiha Mehboob, M. Asfandyar Khan ,
FaseeUllah, The Impact of Social Media and Social Networks
on Education and Students of Pakistan, IJCSI International
Journal of Computer Science Issues, Vol. 9, Issue 4, No 3, July
• Today it’s not clear that who the “strangers” are 2012
especially in the field of social media. [6] http://www.business2community.com/social-media/
[7] Dr. M. Neelamalar & Ms. P. Chitra,Dept. of Media Sciences,
• Kidnapping, murder, robbery can be easily done by Anna University Chennai, India, New media and society: A
Study on the impact of socialnetworking sites on indian youth,
sharing details on social media. Estudos em Comunicac¸ ˜ao no6, 125-145 Dezembro de 2009
[8] Abhimanyu Shankhdhar, JIMS / Social media and businss /
• There are many cases registered in police station
[9] http://www.pewinternet.org/2015/01/09/social-media-update-
where adults target young children and lure them 2014/pi_2015-01-09_social-media_01/
into meeting them. [10] hubpages.com/technology/effects-of-social-media-on-our-youth
[11] Ghulam Shabir,Yousef Mohammed Yousef Hameed,Ghulam
• Mostly youngsters waste lots of time on social sites Safdar, Syed Mohammed Farooq Shah Gilani,”the impact of
like chatting which also effects their health. social media on Youth: A case study of Bahawalpur City, Asian
Journal of Social Sciences & Humanities Vol. 3(4) November
2014
• Some useless blogs influence youth extremely that [12] https://www.schooliseasy.com/2014/02/social-media-in-the-
they become violent and can take some classroom/
inappropriate actions. [13] http://www.edudemic.com/how-students-benefit-from-using-
socialmedia/
[14] http://blog.hootsuite.com/social-media-for-business/
[15] http://www.automatedbuildings.com/news/sep11/columns/1108
2. CONCLUSION 26030404mandrusiak.html
As the technology is growing the social media has become the [16] http://www.practicalparticipation.co.uk/yes/what/what_does_it_
change
routine for each and every person, peoples are seen addicted [17] Impact of Social Media on Adolescent Behavioral Health in
with these technology every day. With different fields its California,
impact is different on people. Social media has increased the Source: (Lenhart, 2010) except for Online video sites (Nielsen,
quality and rate of collaboration for students. Business uses 2009) & Online gaming (McAfee, 2010)
social media to enhance an organization’s performance in
various ways such as to accomplish business objectives,
increasing annual sales of the organization. Youngsters are
seen in contact with these media daily .Social media has
various merits but it also has some demerits which affect
people negatively. False information can lead the education
system to failure, in an organization wrong advertisement will
affect the productivity, social media can abuse the society by
invading on people’s privacy, some useless blogs can
influence youth that can become violent and can take some
inappropriate actions. Use of social media is beneficial but
should be used in a limited way without getting addicted.
3. REFERENCES
[1] Aveseh Asough, SOCIAL MEDIA AND ETHICS - The Impact
of Social Media on Journalism Ethics, Center for International
Media Ethics (CIME),December 2012
[2] https://en.wikipedia.org/wiki.Social_media#References
[3] Gitanjali Kalia Chitkara University, Punjab, A Research Paper
on Social media:An Innovative Educational Tool, Issues and
Ideas in Education Vol. 1 March 2013 pp. 43–50
[4] www.edudemic.com/social-media-education/
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International Journal of Management (IJM)
Volume 11, Issue 11, November 2020, pp. 4216-4226, Article ID: IJM_11_11_423
Available online at https://iaeme.com/Home/issue/IJM?Volume=11&Issue=11
ISSN Print: 0976-6502 and ISSN Online: 0976-6510
DOI: https://doi.org/10.17605/OSF.IO/AVYKM
Dr. S. Shameem
Associate Professor & Research Supervisor, PG & Research Department of Commerce,
Cauvery College for Women (Autonomous), (Affiliated to Bharathidasan University)
Tiruchirappalli, Tamilnadu, India
ANSTRACT
Social media is an inextricable part of life and a means of communicating thoughts,
feelings, and ideas to a larger audience. It is expected to be a formidable instrument for
attracting new clients because of its tremendous potential and speed in reaching others.
People frequently visit social media websites daily or weekly as they have integrated
them into daily life. User involvement is rising as social media usage becomes more
frequent. The study reveals that the majority of people utilise various social media
platforms numerous times every day. Because social networking sites enable easy
contact, users frequent them frequently, and this increased dedication influences their
behaviour and thought. Social media is heavily consuming users' time, which
demonstrates their dedication to the same activity. The purpose of this study was to
analyse and investigate how social media marketing is used to influence consumer
purchasing behaviour in the Tiruchirapalli district. This study focuses on the factors
that influence purchasing decisions and the important role that social networking sites
can play in supporting a brand. The results and recommendations of the statistical
analysis performed on the primary data gathered for the study are discussed in this
paper.
Keywords: Social Media, Buying Behavior, Communication, Social Networking,
Marketing Etc.
Cite this Article: S. Praveena and Dr. S. Shameem, An Analysis of Social Media
Marketing Usage on Consumer Buying Behaviour in Tiruchirapalli District,
International Journal of Management (IJM), 11(11), 2020, pp. 4216-4226.
https://iaeme.com/Home/issue/IJM?Volume=11&Issue=11
INTRODUCTION
The use of social media in marketing has been one of the most important developments in the
field of marketing since it became a distinct discipline. Social media, which began as a means
to connect people, has developed into the most significant platform for marketers, supporting
them in all facets of marketing (Gopinath, 2019a). With more than 1.5 billion users across
numerous social media platforms, social media has defied all growth models and currently
accounts for more than one sixth of all people on Earth. It is a very effective database that may
be utilised for a variety of important purposes, including marketing, due to its numerical
majesty. Social media is used to identify customer needs, connect and engage with customers,
help them remember companies, and influence their decision-making and post-purchase
satisfaction processes (Gopinath, 2019b). All types of businesses, including small firms, non-
profit groups, and even political parties, are embracing this most effective marketing tool to
reach their target audiences.
WebPages on the internet, which were first introduced to construct platforms for online
partners, are now entry points for brand building and customer relations. Every day, they are
generating new business and marketing chances for organisations (Gopinath, 2019c). Therefore,
it is essential to first analyse what these platforms are, how they fit into society, and how they
affect brand preferences and customer loyalty.
Researchers are likewise interested in social media use, and they are looking at its
implications and use from a variety of perspectives. Numerous research are carried out abroad,
and now studies are being carried out on Indian consumers. From its impact on customer
decision-making to its efficacy, ROI, data mining, sentimental analysis, etc., social media has
been the subject of marketing research. Because it enables customers to look for alternatives,
branding is crucial to consumer decision-making. Social media has developed into a significant
tool for encouraging consumers to recognise and recall brands (Gopinath & Kalpana, 2019).
Social media also enables customers to verify their references and improves the effectiveness
of companies. This study looked at how social media affected customers' decisions about which
companies to buy because of the enormous use and potential of social media in brand building.
The goal of this research is to better understand how social media marketing influences
consumer behaviour and brand preference. As a result, this study on social media marketing
must clearly explain the phenomenon that is social media, social networking sites, and social
media marketing. This chapter's goal is to define and describe social media and the Internet. It
demonstrates how fundamental ideas are theoretically connected in this study. The theory,
history, use, and evolution of social media are all covered in this part, along with how they can
be used for marketing.
According to Boyd and Ellison (2008), social networking sites are web-based services that
enable users to (1) create a public or semi-public profile within a bounded system, (2) articulate
a list of the other users with whom they are connected, and (3) view and cross their list of
connections as well as those made by other users within the system. The nature and terminology
of these relationships may differ from one location to another.
Today's movement and global phenomena is social networking. Organizations have created
websites and applications to address societal requirements, enabling individuals, groups, and
society at large to communicate, concentrate on their needs and desires, and participate
productively in media production by creating material for them (Gopinath, 2011). The World
Wide Web serves as the foundation for many of these internet technologies, including online
tools like social media, social networking sites, blogs, wikis, podcasts, content aggregators, and
content communities (Karthick et al., 2020a). Between the aforementioned tools, blogs and
social networking sites (SNS) experienced the most significant growth. These websites are
referred to as "social media." Social media is a web-based platform that facilitates and
encourages connections between individuals through the sharing and consumption of
knowledge (Kavitha & Gopinath,2020). Most people with access to the internet use it to stay in
touch with their loved ones. As a result, the concept of social media marketing emerged.
"Marketers remained behind' they saw this as a more affordable and successful way of
establishing relationships with their clients and future customers."
RESEARCH OBJECTIVE
1. To investigate the social media usage pattern among Tiruchirapalli District users.
2. To provide suitable recommendations to improve the usage of social media among the
consumer for better experience of buying behavior.
RESEARCH METHODOLOGY
Research technique is a methodical approach to gathering information and data for the aim of
making business decisions. The methodology can include using Google form surveys,
interviews, publication analysis, and other techniques that provide both recent and historical
data. The reason for conducting the research and the relevant problem statement are both
identified at the outset of this article.
RESEARCH DESIGN
Research design refers to the planned research approach and structure for addressing research
problems. The use of social networking for marketing and its effects on customers have been
examined from a variety of angles. In light of the available literature and the stated study
objectives, a combination of descriptive and exploratory research designs were selected for the
thesis. The study details the amount and purpose of the sample's use of social media. These
objectives guide descriptive research architecture. Consumer expectations on the usage of social
media in brand awareness, recall, recognition, and selection are addressed through exploratory
research technique. The paper goes on to explain how the variables relate to one another, making
it a design for diagnostic research. These research designs outline the architecture and technique
of the entire study to accomplish the study's objectives.
The goal of this study is to determine how social media marketing initiatives effect
consumers' brand preferences among online users in the Tiruchirpalli area. As a result,
descriptive and causal research designs will be used to gather data, with primary data being
generated through the use of survey and questionnaire administration. In order to provide data
that is interesting to researchers, several writers suggest utilising descriptive design.
All study is partially descriptive in nature insofar as the descriptive aspect defines and
explains the researches who, what, when, where, why, and how, which are some of the questions
posed in the analysis. A research design is the description of the overall research plan or
technique used for a certain project. The core of planning is this. The client's expectations will
be satisfied if the design adheres to the study purpose.
The replies to the question of how much time respondents spend each day on social media
are shown in the graph above. The majority of responders (25%) spend 3–4 hours every day on
social media, according to data gathered. 22% of people were found to spend 2-3 hours, whereas
19% spent 1-2 hours. This suggests that the majority of respondents spend 1-4 hours per day on
social media. These statistics are encouraging an increasing number of businesses to go digital
in order to build a sizable consumer base through social media. Marketers of social media
marketing firms already in existence can also take advantage of these numbers. Customers
spend 1-4 hours a day on social media, which means that social media can be used to influence
their purchasing decisions.
Table: 3- Frequency table of accounts on social media spending time
Parameters Frequency Ranks
Facebook 238 3
Instagram 102 7
Twitter 43 8
LinkedIn 289 2
You Tube 155 4
WhatsApp 409 1
Pinterest 37 9
Snapchat 129 5
Others 124 6
The above table summarises responses when respondents were questioned about the social
media accounts they have. According to data, 409 of the 445 people who were chosen have
installed and are using WhatsApp. Facebook is in third place with 238 users, while LinkedIn is
in second place with 289 users. Twitter has been identified as the least popular social media
platform. Since Twitter's app has a complicated user interface and is challenging to use, the
majority of its users are passive users. Therefore, marketers must advertise primarily on
Facebook and Whatsapp in order to market a product and develop brand preference among
consumers.
Table: 4- Frequency table of access of social media
FINDINGS
WhatsApp was ranked as the most popular social media account by respondents, according to
analysis of their responses, with 96% of them choosing it as their favourite. The second-placed
Facebook is favoured by 89% of respondents, while Snapchat is the third-placed choice.
When questioned about how frequently they post on social media. The findings shown show
that 31.5% of the respondents post frequently. 26.1% make multiple posts each month.
Additionally, numerous people (8.3%), (10.3%), (16%), etc. post once a week, several times a
week, or even once a day.
When questioned about how much time people spend each day on social media. The
majority of responders (25%) spend 3–4 hours every day on social media, according to data
gathered. 22% of people were found to spend 2-3 hours, whereas 19% spent 1-2 hours. This
suggests that the majority of respondents spend 1-4 hours per day on social media.
The analysis's findings indicate that social media marketing is significantly used to
influence consumer brand preferences across a range of respondent age, gender, marital status,
and educational groupings. This can also be seen as a unanimous agreement among all
respondents, regardless of their age, gender, education level, or marital status, that social media
marketing can be utilised to influence consumer brand preferences.
SUGGESTIONS
Researchers may further investigate the effects of various social media campaign formats,
including the effects of electronic word-of-mouth (e-WOM) analysis, on brand recognition,
brand commitment, and brand loyalty. Social media will continue to develop annually, so it is
important to investigate and assess the effectiveness of new technology in this field. Social
media has the power to change the way businesses run. The effects of big data analytics, cloud
computing, and artificial intelligence on brand awareness, brand engagement, and brand loyalty
in India's servicing companies can be further investigated by practitioners and researchers.
Only 445 Indians participated in the survey, and the Tiruchirapalli district was chosen as
the study location. It only performed an intersectional analysis once, and it did not calculate
these variables across time. This research did not examine any potential purchasing intentions,
which could be a result of brand loyalty on social media.
By examining each social media networking site separately, the impact can be thoroughly
examined in order to investigate their significance and effects on service sector firms.
Big data in the context of social media provides a wealth of insight. Businesses must make
advantage of this knowledge resource to comprehend their customers better. You ought to be
aware of your viewpoints, interests, and influencing sources. This aids in improved product and
service development as well as more effective feedback delivery.
CONCLUSION
A growing and inevitable market is social networking. Businesses perceive social media as a
marketing opportunity to cut out the conventional middlemen (traders, dealers, wholesalers, and
retailers) and create direct relationships with customers. As a result, almost every company in
the world—from large corporations like Reliance Trends & Genpact to independent coffee
shops—is searching for social media marketing strategies to use in their advertising campaigns.
Regarding a year ago, the organisation had a lot of questions about social media. But things
have significantly changed now, and businesses quickly adopt SMM. The expansion of internet
access for the nation's inhabitants is anticipated to increase at the same rate as the internet SMM
revolution, which began in the early 1980s. With the advent of 4G, it is now more convenient
for people to participate in social networking on their smartphones, and businesses are
exploiting this to market their products on social media.
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I. INTRODUCTION:-
The major goal of this research is to see how social media affects college students' academic performances. Students frequently
use social media networking sites and applications. They spend a significant amount of time on these sites on a daily basis. According
to studies, university and college students are the most active users of social networking sites among students of various ages. In
education, social networking sites are extremely significant. Students in fact have a variety of options to better their learning and have
access to the most up to date knowledge by interacting with learning groups and other educational systems. Students can also share
information by forming connections with diverse people. This has the potential to improve student learning results. Students mental
health, which refers to their emotional, psychological and social well being is also affected by university and college social media.
Students at universities and colleges spend a significant amount of time on social media throughout the day and at night and it can be
argued that technology plays a significant role in their everyday life. Despite their enormous contribution to knowledge acquisition, it
is necessary to identify whether such technologies are being used to gain knowledge or for other reasons that may result in adverse
technology abuse affects. Many students spend numerous hours on social media sites such as YouTube, Facebook, WhatsApp,
Instagram and Twitter everyday. This may appear to be a waste of time at first look, but it also assists kids in developing important
knowledge and becoming engaged citizens who create and share content. We believe that technology is an important aspect of students
success as social media sites rise in popularity.
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perceptions, lower state self- esteem and greater negative effect balance than those with a low SCO.
Jasmine Knight McCord et al ( 2016) :- The most popular social media sites among college students were investigated.
Instagram was the most popular social networking site, followed by snapchat and Facebook, according to this study. Linkedln and
Pinterest were the least popular social networking sites. The majority of the people use social networking sites for 1- 10 hours everyday,
with a slightly higher percentage saying they use them more on weekend.
Gilbert M. Talague et al ( 2018) :- The effect of social media on chosen college students' academic performance was
investigated. The author of this study emphasizes the real world influence of youth's regular social media interactions. To get good
picture of the problem, a descriptive study design was used. This research was based on 60 active social media users. According to the
findings of this study, social media has a dual impact on accomplishments and it is critical to address Adolescent’s use of social media
with ultimate responsibilities.
Perpetua O. Ezeji, Kelechi E. Ezeji ( 2018) :- The impact of social media on the study patterns of Aluan IKOKU federal
college of education owerrie students was investigated. The main objective was to determine the level of social media usage among
AIFCE students, as well as the relationship between social media usage and study habits.
III. PROBLEM STATEMENT :-
The purpose of this study is to determine the good and negative effects of social media on students’ academic performance.
It aimed to answer the following questions in particular :
The study included both qualitative and quantitative research methods. To get a realistic picture of the problem, a descriptive
research design was used. Information relevant to the study was acquired from both primary and secondary data to support the research.
The study's respondents, 118 pupils provided primary data. Secondary data on the other hand, came from prior research, books, papers
and electronic media that were relevant to the current study. The data was collecting using a google form, observations and review of
past studies. To collect information for the three questions: Literature review, observation and google form were used. The
questionnaire for the respondents was created using a google form. Google form are a fantastic, free and powerful tool that is excellent
for anyone who needs to collect data on nearly anything. Google form is hidden beneath the word editor, spreadsheet and presentation
apps.
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80
70
60
50
40
30
20
10
0
1--5 5 -- 10 10-- 15 > 15
Analysis of Time spend on social media per day.Impact of Social Media on Academic achievements of students :- According to the
survey’s findings, 21.2 per cent of respondents believed that social media has a determinental impact on their academic achievements.
It was revealed that they don’t have time to complete assignment or study because they have spent too much time on social media; 37.3
per cent said they don’t have such a problem and answered neutral, while 41.5 per cent said they don’t have any problem as a result of
social media usage and answered positive.
To summaries, it was discovered that the internet has a distinct place in the lives of students. Even during class, the
majority of responders are unable to put down their phones. The majority of them complete their homework on the internet and
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watch TV shows on a daily basis, yet this does not interfere with their education. The majority of the respondents believe that
social media has a favorable impact on academic performance, as indicated in table 2 and figure 2.
Table 2
Impact Number of Student ( in%) Cumulative%
Positive 41.5 41.5
Negative 21.2 62.7
Neutral 37.3 100
40
35
30
25
20
15
10
0
Positive Negative Neutral
The most widely used social media platform:- The majority of the pupils use WhatsApp according to the results. 77.1 per cent of all
respondents utilized the WhatsApp social media platform, whereas 11 per cent used Facebook, 5 per cent used telegram, and 2 per
cent used Twitter. Other social media platforms are used by 5 per cent of all respondents. Table3 and figure 3 shows this:
Table3
Kind of social media No. of users % of respondents
WhatsApp 91 77.1
Facebook 13 11
Telegram 5 4.2
Twitter 2 1.7
Others 6 5.1
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% of users
90
80
70
60
50
40
30
20
10
0
WhatsApp Facebook Telegram Twitter Youtube Others
VIII. CONCLUSION:-
According to our findings, social media has a significant impact on college students. Almost all the students shows the positive
impact of social media on their academic performance it means their academic grade improve after using various social media platforms.
And more than half of the total respondents uses the WhatsApp social media platform. Social networking is appealing because it is not
only provides college students with another environment in which to make friends, but it also provides an excellent way to relieve stress.
It has a significant impact on the life of college students, particularly their grades. This study also suggests that strategy for properly
balancing the interaction between social media and academic learning is required. As a result, college students should place a greater
emphasis on the balancing equation and academics. According to the findings of this study, social networking sites have become a
phenomenon in recent decades. WhatsApp and Facebook have risen to Prominence as the most popular websites, and their popularity
has only grown. Friends and relatives can communicate with one other in new ways thanks to these websites. Computer mediated
communication provides individual with easier and faster ways of communication. Social networking websites also offer new and
innovative ways to communication with other people in a timely manner. Furthermore, people are increasingly using and Browsing
social media websites. This research contribute to a better understanding of how college students use social media and how it affects
their grades.
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IX. REFERENCES:-
[1] De Andrea, D. C. et al., Serious Social media ; On the use of Social media for improving students’ adjustment to college, Internet
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[2] Muh. Syaiful Ramadhon, Amalia Rahmah et al (2019). Blended learning system using social media for college student:A case
of Tahsin Education. ScienceDirect Procedia Computer Science 161(2019) 160-167.
[3] Erin A. Vogel, Jason P. Rose et al ( 2015). Who compares and despairs? The effect of social comparison orientation on social
media use and it’s outcomes. Personality and individual differences 86 (2015) pp. 249-296.
[4] Jeanna Mastrodicasa, Paul Metellus (2013). The impact of social media on college students, Journal of college & character, vol.
14, issue 1, pp. 21-29.
[5] Wang, Qingya; Chen, Wei; and Liang, Yu, “ The Effects of Social media on college students”(2011). MBA. Student scholarship,
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[6] Sponcil, M., Gitimu, P. ( 2015), Use of social media by college students : Relationship to communication and self concept.
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[7] Knight, J. et al ( 2016),What social media sites do college students use most? Journal of undergraduate Ethnic Minority psychology.
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[8] Gilbert M. T. et al ( 2018), The impact of social media on academic performance of selected college students. International journal
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[9] Ezeji,O. P., Ezeji E. K.(2018), Effect of social media on the study habits of students of Aluan Ikoku Federal college of education,
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[10] Cao, Y.,Hong, P (2011), Antecedents and consequences of social media utilization in college teaching: a proposed model with
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Online Journal of Communication and Media Technologies, 2019, 9(2), e201911
Sami Çöteli
Doğuş Üniversity, TURKEY
0000-0002-0577-4764 Q-7771-2018
scoteli@dogus.edu.tr
ARTICLE INFO
Received: 22 March 2019
Accepted: 3 May 2019
Published: 8 May 2019
DOI: https://doi.org/10.29333/ojcmt/5765
ABSTRACT
Culture is the entirety of all values that might differ and regenerate with respect to the
values societies retain. Changes occurring on the whole of current societal dynamics play
a major role with respect to culture as well. In this age of internet and mobile
technologies, culture also has been instrumentalized and digitalized. Digitalization of
culture primarily results from the individuals’ abstraction from real life and obtaining
digital identities, and striving for reinforcement of their identities in that medium. Digital
identities created by individuals in a virtual world generated a consequent imperialistic
effect by affecting other individuals and the real life, which in turn led to serious changes
regarding the concept of culture. In this regard, an individual’s identity in real life has
been transformed by the created digital identity and on a macro scale, the culture of real
life is led by a commonly created digital culture.
Keywords: cyberspace, public sphere, new media, digital culture, digital identity
INTRODUCTION
The concept of culture (kultur), if considered to be derived from soil cultivation, is
related to climate and soil structure, in order words, to all environmental characteristics.
Societies also build their cultural identities within the framework of environmental
conditions and beliefs. The changes in environmental factors also cause a change in the
way of acculturation. Culture includes the language, social life, cuisine, dressing style,
etiquette, moral values, the judicial system, economic structure, aesthetics of the people
living in a certain society. Changes in structure also cause changes in culture. The factors
symbolizing the change, such as diversifying of mass media and gaining power over the
society and government, technological advancements, social freedom or the new trends of
thoughts on human rights and social movements, change the form of culture. Since the
18th century, especially in the societies where the mass media played dominant role, the
culture has been moving towards being a mass society and an artificial culture called
mass culture has emerged. With the accelerating success of the industrial revolution in
the 18th century, the spread of mass media and the intervention of economic or political
authorities in these media enabled the emergence of mass society, and thus, mass culture.
The number of individuals in mass culture has accelerated every century since the 18th
century, the concepts of mass society and mass culture have continued existing and
changing over time. The amount of first-hand information and thoughts that individuals
CONCLUSION
The decisive factor on socialization and the social order is the common culture that
society has. Industrialization and technological improvements have affected the culture
immensely and completely changed the society’s lifestyle. With transitioning into mass
culture and then into the popular culture, individuals have found themselves in an
artificial life that is imposed and encouraged, and witness the changes that cultural forms
experience. The industrialization and mass production caused mass culture, branding,
and incentive popular culture to come into existence. In a similar way, technological
developments and digitization have also caused the digital culture to emerge. , the
individual transforms his social identity, which he has created in accordance with the
cultural codes of the surrounding society in the real world to a digital social identity
constructed in the digital age. Identity forms all the features and attributes acquired from
a person’s birth to death. According to Aşkın; identity, in its broadest sense, covers all the
characteristics of an individual; both how he/she sees him/herself and how he or she is
perceived by society is covered by the concept of identity (Aşkın, 2007, p. 213). New
interactive areas constituted a convenient field for identity formation. The interactive
nature of the new media, in particular, prepares an environment for the execution of
strategies that will facilitate the job of mass production. Individuals can easily create
types of social relationships digitally on the new media that they are not able to create in
the real life. In doing so, individual also enter into a digital identity reconstruction process
by transforming their real life identity and adding new qualities. The aforementioned type
of identity is the recreation of psychological identity. Spatial differences of identity might
also balance the inconsistencies that may occur between the digital and the real identities.
This inconsistency is no different from the inconsistency between someone’s personal life
and work life identities. The remarkable difference between them is that the individual
is far from the physical indicators -depending on the media- in the digital world. However,
in the case of social media platforms where the individual’s physical self is also shown,
the individual also recreates his/her behavior codes and visual codes.
Individuals start their identity creating process when they start using social media.
Individuals have enough time and freedom on social media to create identities that they
cannot create in the real world. The digitization of the identity and the interaction of the
other identities also initiates the process of aspiration and copying. On social media, the
most important indicator is that celebrities and the social media stars are on the same
platform with ordinary people. In this way, each individual is offered the rights to become
a well-known person or a star. In this sense, social media also functions as a mediatic
virtual public sphere. Broadcasts of ordinary people on social media that has live
broadcast options are almost more successful than celebrities in terms of the number of
views. Especially individuals who increase their number of viewers through DIY content
are among the celebrities of the virtual public sphere. Nowadays there are many social
media accounts -which used to ordinary but their followers increased over time- post
videos or photos of product advertisement. Vlogger or another type of social media star
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🖭
The Effects of Social Media on of survey takers were between the ages of seventeen and
twenty-two, allowing for a convenient glimpse into the
College Students ideal age-range.
Terri Pinyerd When asked how often they check in on social
English 100 media sites, thirty-nine percent claimed an average of
Fall 2013 one to two hours per day, with the remainder noting
that they logged in sporadically throughout the day.
Distractions have always been a part of college This correlates with another study by CourseSmart, a
life. From parties and movie nights to phone calls and leading textbook company based in California. When
emails, students have always found a way to unwind and interviewed, four in ten college students said that they
connect with their peers. Not until social media burst could not go ten minutes without checking a mobile
into the mainstream did procrastination finally become device (Zucker, 2011). In another on-campus study,
a dangerous word. This paper will analyze the effects interviewees said that Facebook was the first thing that
of social media on college students and their goals of they checked before studying, spending at least forty-
higher education, exploring both the pros and cons of five minutes of their time on social media sites (Dias,
keeping up online. 2009). This data implies that social media sites, take
The definition of social media is fluid and slight precedence over academic pursuits when it comes
rapidly changing with the variety of sites available. One to college students.
definition of social media is that of “a web-based service However, mere numbers do not always provide
that allows individuals to: construct a public or semi- the most valuable information. For this survey, students
public profile within a bounded system, articulate a list were asked to summarize their insights and feelings
of other users with whom they share a connection, and toward social media, allowing for a more insightful
view and traverse their list of connections and those result. When asked how they felt social media was
made by others within the system” (Nguyen, 2013). affecting their study habits, fifty-three percent said that
Although this is a fairly accurate statement, every single the effects were detrimental, while twenty-eight percent
person interviewed for this paper replied with the exact claimed that social media sites did not affect their study
same answer: “Facebook.” habits at all. Only fourteen percent referred to the
To develop a background for just how widespread benefits of social media, stating that it helped them with
Facebook is in popularity there are a variety of statistics. academic achievements and allowed them to access
Of the 500 million users that Facebook boasts, fifty information for school-related projects. The effects of
percent log in every day, totaling to about 700 billion social media sites on the social/personal part of life were
minutes per month spent logged in, scrolling down almost the exact opposite. Fifty percent were happy with
the news-feed and posting statuses. Forty-eight percent the benefits; social media allowed them to keep in touch
of 14-18 year olds stated that they check Facebook as with family members and friends from back home, or
soon as they wake up, twenty-eight percent of them to make new friends more easily than they would in
doing so before they even get out of bed (Med. News, face-to-face conversations. Seventy-eight percent of the
2012). This desire to be in constant connection results in one hundred survey takers answered “yes” to the final
a generation that is more detached from the social and question: Can you comfortably go without social media
emotional aspects of reality. Face-to-face interaction is sites for more than a day?
no longer necessary and although no studies have found The more specific benefits and downsides of
a direct link between Facebook usage and depression, social media sites were also illuminated in this survey,
there have been noted cases of increased anxiety and based on side notes penned by some particularly eager
apathy in adolescents (Jelenchick). survey takers. Aside from bridging the gap between
To gain a sense of how this directly affects old friends and family members back home, several
education, a survey was created and distributed individuals specifically stated that Tumblr has “helped
throughout a variety of classes on the University of define [my] style”, while another said that Facebook
Hawaii at Hilo Campus. The questions were as followed: allowed them to “ask classmates for help on homework”
(1) What is your age? (2) Which social media sites do you and “make connections with new friends”. While not all
actively participate in using? (3) How many hours per of the benefits are purely academic, they do provide a
day do you spend on each of these sites combined? (4) creative outlet for many students to express themselves,
How would you say social media has affected your study allowing for a healthy mental and emotional well-being.
habits? (5) How would you say social media has affected The ability to foster a healthy self-image is a
your personal/social life? (6) Can you comfortably go strong factor amongst social media site users, and self-
without social media sites for more than a day? affirmation is a big part of sites such as Facebook and
The age range of interest was that of the Instagram. Self-affirmation is defined as “the process
seventeen to twenty-two year olds. This provided data of bringing to awareness essential aspects of the self-
from a generation with adequate experience in both concept, such as values, meaningful relationships, and
social media and higher education. Ninety-two percent cherished personal characteristics” (Hancock). In other
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University of Hawai‘i at Hilo HO HO NU 2014 Vol. 12
words, many social media sites are a quick and easy way of students also added that sites such as YouTube and
to receive compliments or flattery, which in turn boost a Imgur encourage procrastination. After all, with multiple
user's self esteem. As college is often a difficult transition on-campus opportunities to gain access to computers
for many students both freshman and upper classmen, and Internet connection, it is not very difficult to open up
an outlet of reassurance can be beneficial to their overall a webpage with of the most recent music video between
feelings towards academic life. studying for finals and writing an essay.
On the other hand, complaints of “social When asked how they regulate their Internet
drama” and a lowered sense of self-esteem were usage, the majority of students were seemingly speechless.
reported. Users can choose what information they share Many stated that they simply turn off their electronic
with others, picking out only the most flattering photos, devices, while others admitted that they don't attempt
highlighting prime vacation experiences, and flaunting Internet regulation at all. In the words of an anonymous
their relationships for their social circle to see. The survey taker, “Going on Tumblr helps me to relax when
“ugly” side of social media peers is rarely shown, and so I'm stressing.” Although it seems as though students
it is assumed that their lives are better than one’s own. may just be mindlessly procrastinating, data such as the
Where one “like” can make your day, a snarky comment previous quote provides an insight on patterns between
can ruin it. Emotional turmoil seems to be part of the students and social media that implies a subconscious
package when it comes to these sites, therefore they type of self-preservation. In an attempt to calm them and
must be used with caution. conduct their required studying, students turn to online
On the other end of the social media spectrum conversations, images, and videos as a mental and
are sites such as Tumblr, Instagram, Reddit, Imgur, emotional crutch to cope with the constant pressure and
YouTube, and Pinterest. As these sites are mostly video stress of pursuing a higher level of education.
and image based, the small amount of contact between Multitasking is a key aspect of procrastination
users is generated only through the comments section and many students have mastered it. While a small
of the websites. Although negativity is always present, percentage of students claimed to actively participate
it is less of a threat than it is on Facebook. Comments in the usage of a single social media site, the majority
from anonymous users who do not share a personal tie (just over sixty percent) admitted to using two or more
tend to have less of an emotional impact than comments sites simultaneously. Based on a random selection
of a similar nature from close friends or personal of volunteers, it has been observed that the average
acquaintances. In fact, the general layout of image- combination of websites in use while a student studies
based sites nurtures a more positive and stress-free follows as such: Facebook, an image-based site (mainly
environment, allowing users to relax, vent, and relate Tumblr and/or Imgur), a search-engine (such as Google
with one another from different sides of the globe, as or Bing), and a handful of miscellaneous websites based
many survey takers stated. on the assignment at hand. Students claim that these
One clear example of this sense of community social media or extracurricular sites help them take
is on the popular site Imgur (pronounced “imager”). breaks while studying, and allow them to relax and
Imgur is a collection of the most viral and recent images release stress.
in circulation on the Internet. In fact, the majority of Based on the data at hand, it seems that there
the popular images you see everyday originate on is no definite answer when it comes to the use of social
Imgur. Upon creating an anonymous account, one can media sites and their effect on college students. The
upload any image. Based on an “upvote/downvote” majority of the data tends to sway on the side of the
system of points the images either thrive in popularity benefits (broadening of social circles, ability to branch
or remain unseen by the majority of the site users. The out to new ideas) and the downsides are everyday life
most popular images receive “front-page” status, which experiences whether or not you decide to check in on
grants a rank amongst the variety of images seen on your favorite website for the day. The only common
the homepage of the site (Imgur). Negativity is rare on factor was that many users who reported strong benefits
Imgur and arguments are often handled tastefully. The also logged in an average of one to two hours a day,
majority of posts are celebratory images whose subjects maximum. This implies that regulating online time is an
range from engagements to memorials to family outings important part of healthy social media usage. As with
and inspiring stories. This allows for a website that any other indulgence, moderation is key.
encourages relaxation and positive thinking – traits that The goal of college is to further your education,
Facebook may occasionally offer, but cannot guarantee. but distractions are inevitable. Social media brings
It is within sites like these that the majority of with it new distractions – a way to forget about your
the benefits of social media arise. When asked about surroundings, procrastinate, and lose track of time in a
the pros and cons of social media usage within the way that past generations would never have imagined.
given survey, thirty-four percent of students stated that The Age of Information has created portals into the minds
image-based sites such as Tumblr and Instagram give of one’s peers. The benefits of social media outweigh
them daily inspiration and help them express themselves the downsides only in specific cases, but overall it
comfortably. On the other hand, the same percentage has become nothing more than a distraction – albeit a
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University of Hawai‘i at Hilo HO HO NU 2014 Vol. 12
Works Cited
Dias, John “How Social Networking Websites Effect
College Students Study Habits” YouTube. 23
November, 2009. Web. 01 November, 2013.
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