Abstract:

Social media is a collection of online platforms and tools that people use to share content, profiles, opinions, insights, experiences, perspectives. It facilitates conversations and interactions online between varied groups of people. Social Media is an important tool, which acts as a platform to voice their opinions. It has its disadvantages too as people who are addicted to social media may experience negative side effects such as eyestrain, social withdrawal or lack of sleep, stress, which may lead to depression and other health related issues. From the beginning of the 21st century, social media is playing important role in the lives of people. In line with Andress & Winterfeld (2013), it’s being the reason for widening gap between the elders and youngsters, be it parents and children, this is solely due to lack of awareness. Rituals and traditions have taken a backseat as people are spending too much time online. Structural Equation Model has analyzed the following factors of social media. Social media helps to learn new opportunities was felt by 68% of the people while 72% utilize social media for entertainment. Social media being used for job searching was expressed by 55%. Too much utilization of social media causes health problems was felt by 60% of the respondents. Social media as means of communicating with friends was what 65% of subjects expressed. 46.5% and 59% said social media being used to do online shopping opined social media used for advertisement.

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