CHAPTER-1

INTRODUCTION
Abstract:
Social medial has gained importance and acceptance at a very past pace. It has become an
avenue to share one’s personal and professional life.
The usage of social media as a marketing tool is already implemented by many business.
This reports analyses how efficiently social media be used as a marketing tool. The
companies of social media versus traditional media for marketing was studied and
advantages and disadvantages of both are compiled. This report also analyzed how much
small business starts-ups can benefit from the ever growing social media industry. This
report used journals, magazine articles, newspaper articles business reviews, online survey
and so on from the library of Amity University.
Further official social media pages of various companies on Facebook. Twitter and LinkedIn
were analyzed to generate statistics. Social media presence is definitely an advantage of all
kinds of business. Social media marketing has wider market appeal and is relatively cheaper
than traditional advertisements with a huge number of audiences and high customizability of
social media for required content. Social media marketing emerges as an exciting and effective
tool for marketing.
INTRODUCTION
Today’s scenario of the rapid growth, speed and connectivity with technology has made the
greatest invention or social media or social network. Youth has transformed their needs of
recognitions, knowledge sharing, friendship, all in one compact pack of this social one part of
youth’s life in variety of forms, by considering that today’s culture is oriented by technology.
Now internet is more about blogs, podcasts, face book, twitter, Myspace, WhatsApp, hike,
linked in and many more. There are some of the tools and technology associated with recent
fact called social networking and is present everywhere. Social networking has become part of
daily life experiences for an increasing number of people. Thanks to the inventions of social
media, young man and women now exchange ideas. Feeling’s personal information, pictures
and video’s at a truly beyond belief rate.
Maximum of the time social networking sites are used to communicate with people
who are their known of friends or relatives or connections in the social network sharing same
mindset or interest, views discussion, thought process, discussion on debatable topics, news
articles, latest updates on fashion or gadgets other most common topics on these social media
channels. Social media sites are not only popular for providing a platform for chatting, videos,
media clips, voice messages, pictures, emoji’s etc. but also for discussing hot recent updates
and issues. Earlier people supposed to keep their information in private but in today’s
scenario, they all like to go all the details go in public and keep blogging and tweets on social
channels. People are keeping themselves busy in viewing wall posts, status update, new
sharing, media transferring, posing for their display pics etc. As per the published
statistics, number of social network users are raising their contribution in socializing on these
media with a great extent.
Now a day’s youth rate is very much moving into social media so its impact is much on
youth life. Majority of youth is shifting from electronic media like as television viewers and
radio listeners to the social media among all age group. Youth rate is very much to shifting into
social media so its influences are much on youth. This craze of social media has led to a host of
question regarding its impact on society, while it is agreed that the social media affects
people’s living styles and it is an ongoing process to identify the nature of these influence in
every society and country especially on youth. This activity of social media has caused a lot of
problems regarding its effect on society, and it is confirmed that the social media affects
human being living styles and it is a current process to find out the nature of these effects in
every society and especially on youth.
What is social Media ?
The social part : refers to interacting with other people by sharing information with them and
receiving information from them.
The media part : refers to an instrument of communication , like (while the internet, tv , radio and
newspapers are examples of more traditional forms of media).
From these two separate terms, we can pull a basic definition together .
“Social media are web-based communication tools that enables people to interact with
each other by both sharing and consuming information.”

Social media are interactive computer-mediated technologies that facilitate the

creation and sharing of information ideas, career interests and other forms of expression via
virtual communities and networks. The variety of stand-alone and built-in social media services
currently available introduces challenges of definition; however, there are some common
features.

 Social media are interactive internet-based applications.

 User-generated content, such as text posts or comments, digital photos or videos,

and data generated through all online interactions, is the lifeblood of social media.

 Users create service-specific profiles for the website or app that are designed and
maintained by the social media organization.

 Social media facilitate the development of online social networks by connecting a user’s
profile with those of other individuals or groups.

TOOLS OF SOCIAL MEDIA?

Social media is the collective of online communications channels dedicated to
community-based input, interaction, content-sharing and
collaboration.

Websites and applications dedicated to forums, microblogging, social networking, social

bookmarking, social curation, and wikis are among the different types of social media.

Here are some prominent examples of social media:

FACE BOOK: is a popular free social networking website that allows registered users to create
profiles, upload photos and video, send messages and keep in touch with friends, family and
colleagues.

According to statistics from the Nielsen Group, internet users within the United States spend
more time on Facebook than any other website.
TWITTER: is a free microblogging service that allows registered members to broadcast short
posts called tweets. Twitter members can broadcast tweets and follow other users’ tweets by
using multiple platforms and devices.

GOOGLE+: is Google’s social networking project, designed to replicate the way people interact
offline more closely than is the case in other social networking services. The project’s slogan is
“Real-life sharing rethought for the web’’.

WIKIPEDIA: is a free, open content online encyclopedia created through the collaborative effort
of a community of users known as Wikipedia’s. Anyone registered on the site can create an
article for publications; registration is not required to edit articles. Wikipedia was founded in
January of 2001 .
LINKEDIN: is a social networking site designed specifically for the business community. The
goal of the site is to allow registered members to establish and document network of people
they know and trust professionally.

PINTEREST: is a social curation website for sharing and categorizing images found online.
Pinterest requires brief descriptions but the main focus of the site is visual. Clicking on an image
will take you to the original source, so, for example, if you click on a picture of a pair of shoes,
you might be taken to a site where you can purchase them. An image of blueberry pancakes
might take you to the recipe; a picture of whimsical birdhouse might take you to the instructions.

.
SNAPCHAT: is an American multimedia instant messaging app and service developed by snap
Inc., Originally snapchat Inc. One of the principal features of snapchat is that pictures and
messages are usually only available for a short time before they become inaccessible to their
recipients. The app has evolved from originally focusing on person-to-person photo sharing to
presently featuring users’ “Stories” of 24 hours of chronological content along with “Discover”,
letting brands show ad-supported short-form content. It also allows users to store photos in a
password-protected area called “my eyes only”. It has also reportedly incorporated limited use
of end-to-end encryption, with plans to broaden its use in future.
 WHATSAPP: More than 2 billion people in over 180 countries use WhatsApp to stay in touch
with friends and family, anytime and anywhere. WhatsApp is free and offers simple, secure,
reliable messaging and calling, available on phones all over the world.

ADVANTAGES AND DISADVANTAGES OF SOCIAL MEDIA

Advantages of social media:
 Worldwide connectivity
 Real-Time information sharing
 Advantage in advertising
 Enhance business
Disadvantages of social media:
 Cyber Bullying
 Higher Risks of Frauds & Identity theft
 Addiction
 Lack of privacy

SOME OF THE KNOWN ISSUES WITH SOCIAL MEDIA?

Social media isn’t all just fun and games with your friends, celebrities you admire, and brands you
follows. There are lots of common problems that most major social media platforms haven''t
totally solved despite their effort to do so.
o Spam: Social media makes it easy for spammers-both real people and bots-to bombard other
people with content. Likewise, if you run a word press blog. You may have gotten a spam
comment or two caught by your spam filter
o Cyberbullying/Cyberstalking: Children and teenagers are especially susceptible to cyberbullying
because they take more risks when it comes to posting on social media, and now that we all
interact on social media via our mobile devices, most major platforms make it possible to share
our locations, opening up the doors for cyberstalks to target of us.Self-image manipulation: What
a user posts about themselves on social media only represents a small portion of their life. While
followers may see someone who’s happy and living it up via their posts on social media in such a
way that
makes them feel boring or inadequate by comparison, the truth is that users have the power to
completely control what parts they
do and don't want to broadcast on social media to manipulate their own self-image.
o Fake news: Fakes news websites promote links to their own totally false news stories on social
media in order to drive traffic to them. Many users have no idea that they''re fake in the first
place.
o Privacy/Security: Many social media platforms still get hacked from time to time despite having
good security measures in place.Some also don't offer all the privacy options that users need to
keep their information as private as they want them to be.
 CHAPTER-2
REVIEW OF THE LITERATURE
 LITERATURE REVIEW
SABITA MAHAPATRA (2016)
The purpose of this paper was to explore the perception, preference and usage of social
network sites among the young population. The data was collected by a self-administered
questionnaire through personal survey. Data analysis revealed respondents‟ perception and
preference for various social networking sites on parameters categorized as functional
dimension and association dimension. The finding of the study provides useful insights for
web designers regarding web features, design and content that would increase usage and
preference. The research finding provides suggestions and directions for making social
networking sites attractive, unique, engaging and user, friendly.

RAVI PRAKASH SINGH (2016)

The social networking sites has become more and more important as a way of communicating
in the last couple of years. Social networking sites like Twitter, Facebook, YouTube and
Myspace etc. have gained more and more popularity. From the social networking sites
especially the “big tree” services as Facebook, Twitter and YouTube have grown
tremendously in the last couple of years. Politicians are now using the social networking sites
are nowadays playing an increasing role in people‟ s everyday life and social media and the
Internet and in turn are permitting a new arena of grassroots politics. The main objective of
this article is to study the role of social networking sites like Facebook, Twitter, and
YouTube etc, on Indian politics.

NOOR AZUAN HASHIM ET AL (2016)

The emergence of social media has made it possible for a person with internet connection to
communicate with thousands of other people. Because of the heavy usage of social media
there is substantial interest in making this medium a commercial site, particularly among
entrepreneurs who want to explore the potential of their businesses. Any entrepreneur can
experience various benefits and effects from advertising their products and services on social
media, including an increase in the number of fans and advertisement views and/or an
increase in sales and return on investment as social media channel product and business
information to targeted customers at a minimal cost.

PURVA G.SHARMA AND SANTOSH KUMAR VISHWAKARMA (2016)

The purpose of this study is to re-examine the effect of social networking sites on academic
performance. This study will provide some of the glimpses on the positive as well as on the
negative aspects of social media on students' educational achievement. On one side
students are using it for completing their assignments, to facilitate the information, to
exchange knowledge on various platforms like Face book, Twitter, YouTube, Blogs, Research
Gate, to download some materials that will help them in their coursework, to join learning
communities, to follow each-others research, to form forums where teachers can provide
various materials to students to clear their doubts on particular topics, to share academic
resources.
 ANNAPOORNA SHEETY ET AL (2015)
The study deals with a survey on the impact of the social media networking in the education
of youth. The social media referencing which is used in the research tool are Face book,
Skype, YouTube, Twitter and Myspace. The survey was being conduct by this researcher to
100 young people. All the participated people actively respond to this questionnaire. The
average participation of the male is lesser than the female. The average age groups which
are being contacted by this researcher were between 18-30 years. Here the majority of
the respondents were students while a smaller proportion were the people belonging to
different employee groups. After getting all findings and discussed the conclusion of
collected data the researcher recommended some measures to use of social media in right
direction and utilize social media favourable and appropriate manner to its users. Positive
use of social media can develop the youth‟ s academic career, their skills, better living style,
to adopt new trends, fashion, and anthropology so on.

SITA MISHRA AND ARCHANA TYAGI (2015)

present study in India pointed out that establishing personal fit with consumers and
providing user-friendly web sites, and reducing the perceived risk has impact on developing
positive attitudes. social networking sites in India are in the limelight because of the
explosion in social media among the youth. Next to the importance of SNS as social
phenomena, they are a domain of interesting marketing opportunities for businesses
engaged in internet marketing.

EMMANUEL UNEKWU OJIH ET AL (2015)

This study has been able to clearly demonstrate the effect of Facebook usage on the academic
performance of students of tertiary institutions in Kogi state. The observations drawn from
empirical data revealed that students have embraced the use of Facebook and its academic
application is on the increase, even though some of the students still see Facebook as outright
distraction, a good number of them have embedded it in their tools of learning like research,
doing home- work, linking up with mates and lecturers alike among others

SUNITHA MEHLA ET AL (2015)

The present study is an effort to explore the impact of social networking sites on student‟ s
attitude towards purchase, and suggest some points to overcome such problem. The study
is based on the sample of 200 respondents from different colleges of Hisar district of
Haryana state. The study employs factor analysis, where the 17 statements are reduced to
six principal components through varimax rotation. The study shows that derived factors
have been assigned appropriate names according to the variables that have been loaded on
each factor.
.

CHIEMELA QUEEN ADAUGO ET AL (2015)

This study examined the Influence of the social media on the Nigeria Youths: Aba Residents
Experience. In carrying out this study, the researcher employed survey method in which she
used questionnaire to gather her data. The population of the study was Aba metropolis
from which a sample of 400 was drawn. The researcher asked research questions and
formulated research hypotheses to guide the study. Relevant literatures were reviewed for
the study.

INDRAJIT ROY CHOWDHURY AND BISWAJEET SAHA (2015)

An important social networking Site like Facebook is becoming more popular among the
young generation in Kolkata. However, this SNS (Social Networking Site) has become a
touchy part of the daily life of the youth's and they are used to access regularly for a prolong
time periods to share their ideas, comments, thoughts or giving any statement regarding
commendable and contemporary situation. Facebook has a lot of interesting features
through which mid generations are attracted more and they are becoming more Facebook
seeker and however it effects on their social life in a positive and negative way.

HARPREET SINGH AND VIJAY LAXMI (2015)

The growth of social networking sites shows a significant change in the social and personal
behaviour of Internet users. SNS has become an essential medium of communication and
entertainment among the young adults. Though it has started to affect the daily activities of
normal human beings, the popularity of SNS is not going to reduce in near future.
Everything in this world can be used for a bad purpose as well as for good. It‟ s us who can
make the difference and utilize social networking sites wisely for the benefit of developing
social bonds across the geographical borders. However, nefarious act of cyber criminals
discussed in the article has to be brought to the fore and stringent measures should be
taken to curb the menace. Cyber laws have to be fortified with advancement of rules as if
violators cannot escape committing a crime, at the cost of societal values.

ANUJ SHEOPURI AND ANITA SHEOPURI (2015)

This study is focused on student‟ s academic performance and their behaviour. Secondly
this study points will help to know the popularity of social sites among students, and the
effect caused by them on their studies, etc. Lastly it will analyse the pros and cons aspects
of social networking on education.
KHURANA N (2015)
The study of this research aims to create an immense level of awareness among the youth
exposed to such social networking sites and findings will not only bear results as to how
adversely and positively is the youth affected by the usage of these sites but also will help
the youth to understand the usage of these networking sites efficiently. Facebook, My
Space, Twitter, LinkedIn, Skype and Ning are a few such sites that attract maximum of the
youth to tune in to them and thereby embodies their own merits and demerits that
desperately need to create an actual picture among the youth.

ZAHID AKRAM ET AL (2015)

This paper focus on the impact of social networking sites on youth and how their life is
changed due to these sites. The primary objective of present study was to explore and
analyse the socio-economic characteristics, effect of social networking sites on the social
relationship, changing behaviour and life style of young generation. Moreover, to explore
the health issues due to excessive usage of social networking sites, and to suggest
appropriate measures to minimize the negative effects of social networking sites on youth.

SHIVANI ARORA (2014)

This paper is an attempt to study the impact of Social Networking on the future of our
country, the Indian youth. The youth is the backbone of a nation and hence the need to
study an important part of their life i.e., Social networking. It keeps them better connected
and informed. The effort has been made in this paper to analyse the pattern of usage to
see whether they have been caught in the trap of Social Networking addiction. For the
same, a representative sample of Delhi University students was taken and analysed.

ABDULLAH.F. AL-DABOUBI (2014)

The researcher recommended that more controls and rules are required to organize S.N.S
applications, reinforce advantages, and reduce disadvantages also the researcher
recommended that more studies should be conducted about this topic including other
variables. On the other hand the study attempted to identify the positive impacts of the
(SNS) on students to meet their personal needs and increasing their self-confidence, and the
researcher tried to find solutions to their problems through interacting with others.

JOHNSON YEBOAH AND GEORGE DOMINIC EWUR (2014)

the purpose of this paper was to identify the impact of what’s-app on the performance of
students in tertiary institutions in Ghana. The study found that, instead of making
communication easier and faster thereby enhancing effective flow of messages and idea
sharing among students, what’s-app has rather impacted negatively on the performance of
students in tertiary institutions in Ghana.
PURINAT YAMAKANITH AND P. GURUSWAMY (2014)
In India at present the usage of Social Networking Sites (SNS) amongst college going
students has vastly increased and the usage of SNS has extensive influence on these
students in numerous ways, particularly on their interpersonal relationships. The present
study is placed in this context to examine the influence of SNS on interpersonal relationships
of college students and also to construct a profile which can capture the college students‟
usage pattern of SNS. Six hundred college students were selected from both Chennai and
Coimbatore cities for generating primary data; questionnaire methods were used for the
said purpose.

AIDA ABDULAHI ET AL (2014)

This paper measure frequency of use, participation in activities and time spent preparing for
class, in students. Moreover, the impact of social network site on academic performance
also raised another major concern which is health. Today social network sites are running
the future and carrier of students. Social network sites were only an electronic connection
between users, but unfortunately it has become an addiction for students. This paper
examines the relationship between social network sites and health threat. Lastly, the paper
provides a comprehensive analysis of the law and privacy of Facebook. It shows how
Facebook users socialize on the site, while they are not aware or misunderstand the risk
involved and how their privacy suffers as a result.

POOJA DESHMUKH ET AL (2014)

The purpose of this research work was to examine the Social Networking sites usage
patterns of teenagers and the impact of Social Networking sites on their lives and behaviour.
It is found that Social Networking sites are very popular among the youths with the majority
of them stating that they are active members of social networks. In this research paper a
questionnaire is framed which focuses the increased use of social networking and helps to
understand the background for using it. As a youngster, are they utilizing their precious
time for good purpose or not? So, these things matter a lot for overall development of
society

JESU KULANDAIRAJ (2014)

In fact, Social Networking Sites are fast emerging as powerful and unparalleled tools to
share information, shape opinions, connect people across domains and cultures, bring
participation, and above all to communicate as never before. This is just the beginning.
Social Networking Sites are still at a very nascent stage and communities across the world
are just beginning to understand the potential of this medium to impact discourse and
communication. This study viewed benefits, positive and negative impacts of social
networking sites and how the social networking sites influence youth in their lifestyle.
Social Networking Sites enable youth to raise their voice against social issues and share or
upload information for the welfare of the society.

RAMA RANI (2014)

Social networking sites such as Face book, LinkedIn, Twitter are websites used to build social
networks online. In this research, networks are distinguished from communities. Networks
are defined as individual networks consisting of the relations of an individual. Each
 individual will have his/her own unique perception towards the usage of social
networking sites. People rarely have same perception, and thus, people will have unique
social networks and unique ways of expressing themselves using Social Networking Sites. On
the other hand, the research focuses on the concept of social media that are developed on
the basis of individual preferences towards different aspects of usage of social networking
sites.

PRANALI PATIL (2014)

This article is about the impact of Social Networking Sites on Indian youth. Whether Social
Networking Sites are the devil or godsend? No doubt that Social Networking Sites provides
business growth, sharing of information. Entry to those type of sites easy way but finding
exit is unable. It creates many cyber- crimes. we focused on the positive as well as negative
impact of these Social Networking Sites on Indian youth.

HEYAM A. AL-TARAWNEH (2014)

This study tried to explore the literature to come up with the major dimensions of social
network that influence the behaviours of students. Face book can be a great tool for the
following tasks, which contributes to a better performance, communication, socialization,
coordination, collaboration and entertainment.

MANJUNATHA S (2013)
The research undertaken has been to shed light on the evolution of the dominance of social
networking sites among the Indian college students. Previous research in spheres of social
networking sites and its impact on college students in different global and demographic
context provided an extensive secondary source base for the study. As with many
technologies, adoption of the Internet especially for its social uses has seen its highest levels
of usage among young college students in India.

VAISHALI LAL AND SHRUTHI AGARWAL (2013)

The study conducted reveals that majority of respondents are aware of the social
networking sites & there is very low correlation between Age of employment and the
awareness about social networking sites. One interesting indicator was that in current
macroeconomic scenario frequency of changing jobs has come down substantially. The
study also reveals that the most popular networking site for seeking employment is Linked-
in because of its large user database and unique features like job highlighter & specialized
email alerts.

SABA MEHMOOD AND TARANG TASWIR (2013)

The research investigates pedagogical impacts of social networking sites on undergraduate
students at the College of Applied Sciences (CAS), Nizwa, Oman. Blog wikis, tweets, RSS
feeds, discussion boards, podcasts are educational nodes in a huge network. The study
tabulates the usage of these web2.0 applications and their impact on linguistic and social
behaviours of young learners. The demographic segmentation constructs a framework to
evaluate social tools and e-learning technologies popular amongst learners. The results of
empirical evidence explore classroom and social software as paradigms that build young
knowledgeable societies. It studies variables that examine the effectiveness of these social
tools in knowledge sharing and general awareness of student communities.
ZAHID HAMEED ET AL (2013)
The purpose of study is to assess the effect of social networking sites on students‟ academic
performance and student‟ s behaviour. The variables that determine the use of social
networking sites as the independent variable and the dependent variables are students‟
academic performance and student‟ s behaviour. The results of this study show’s positive
and significant relationship between the social networking sites and students' academic
performance and their behaviour. Facebook and Twitter are mostly use by the students. The
findings of this study are limited because it covers only education sector.

ONYEKA NDIDI CAMILIA ET AL (2013)

Although this study revealed no effect in the student’s use of SNSs on their studies, the
researchers still see the need for creating a balance between the use of SNS and studies.
This is because students are seen using the SNS even in the lecture hall while lectures are
going on and also while reading (studying). There is need for students to learn time
management and to allocate, to each task, a specific timeframe. Students and young adults
should always make out special time for using the SNSs and not to devote all their available
time to it. The researchers believe that this would increase students‟ academic
performance. Since students are also using SNSs for their academic activities, lecturers
should use SNSs to enhance teaching-learning process by uploading academic contents for
use by the students.

NGONIDZASHE ZANAMWE ET AL (2013)

This study explored social networking technologies being used in higher education, their
uses, extent of use, benefits and skills learners acquire from use of these technologies. The
study followed a descriptive research design wherein a questionnaire was used as the main
research tool. Data was gathered from university students from five institutions of higher
learning in Zimbabwe. The collected data was analysed using SPSS. An analysis of the results
seems to suggest that the majority of learners were mainly using Facebook and Myspace.

SARA SAMEEN (2013)

This study investigates the use of Social Networking Sites (SNSs) to screen candidates in the
hiring process, highlighting factors that employers consider while selecting or rejecting
candidates. These factors are usually visible on the candidate‟ s SNS profile. A sample of
228 hiring professionals working in small and medium enterprises (SMEs) was used as a
data set for the study. The results indicate that LinkedIn is a widely used SNS for
screening candidates, and that hiring professionals consider professional qualifications,
organizational fit and communication skills to be the major determinants of selection or
rejection of candidates.

WAQAS TARIQ ET AL (2012)

This paper presents impact of social networks on education, students and impact on life of
teenagers, further it describes how social networking websites are auditory and dangerous
for youth and teenagers. The social networking websites has become essential need today,
but it should not be motivated at all. It could ruin the future of teenagers and children and it
had a very bad impact on education as it is discussed above.
MADHUR RAJ JAIN ET AL (2012)
These social networking sites are proving themselves a boon at least in bringing thoughts of
people on these social issues. It is also being generated from the information so obtained
that people are getting more aware about the social issues mainly from Facebook. But
instead of getting this knowledge the people generally don’t discuss them and if they do,
they just sign off the sites after discussion and the issue just remains focused on web only.

JUNE AHN (2011)

This paper offers a review of the emerging research surrounding SNS and youth. SNS are an
intriguing new environment to study because the technology is such an integral part of
teenage life. Given its popularity, parents and educators have considerable concerns about
the effects of SNS on their children and students.
SONIA LIVINGSTONE AND DAVID BRAKE (2010)
This article reviews recent findings regarding children and teenagers‟ social networking
practices in order to identify implications for future research and public policy. These focus
on the interdependencies between opportunities and risks, the need for digital or media
literacy education, the importance of building safety considerations into the design and
management of social networking sites, the imperative for greater attention to „at risk‟
children in particular, and the importance of a children‟ s rights framework in developing
evidence-based policy in this area.

PROBLEM STATEMENT
Social media networking of adolescents had a vital role to play in the advent and
development of psychopathology. Online community social interactions are described as
significant risk factors for mental health issues. Social media users are radically subjected to
idealized self-shows. This poses a danger to youngsters potential to appear superficial, but
the awful effect may depend on a form of social media interaction.

A . POTENTIAL RISKS
Youth who actively keep up-to-date (i.e. self-directed use of social media) may
additionally work to obtain advantageous feedback and to search for affirmation and for
that reason, display better vanity, whereas young people who mainly view and respond to
different posts(i.e. other-oriented use of social media) are introduced to these idealized
displays, although they no longer get great reviews on their very own appearance, which
may also lead to a fall in self-esteem. Cyber victimization, or the feeling of becoming a
victim of cyber peer abuse, has frequently been reported as correlated with greater rates
of self-harm and suicidal behaviour, as well as stress related issues. Other forms of peer
encounters in social media, such as social isolation and online dispute can also put
young people at risk. Study has shown 41% of teenagers acknowledge using a smart phone
during sleep, and 36% reported waking up to check their phone in the midnight.

B .DEPRESSION AND SELF-HARM IN ADOLESCENTS

Although entirely population-based research proposes a correlation between the use of
social media and academic discomfort among teenagers, the influence of
such technology can also differ between individuals and may even have. a much lower risk of
harm, such as it is indicated by a growing literature on experimental research. Girls prefer to
invest more time on social media than boys, have more publicity about cyberbullying, and
have a propensity to revel in more health implications, that is consistent with the recent
epidemiological findings indicate depressive signs and symptoms, self-harm and suicidal
thoughts have specifically increased in young girls.

C. BENEFITS OF USING SOCIAL MEDIA

There are a variety of possible advantages Connected with the use of social media,
include opportunities for entertainment, discovery of personality and artistic expression.
Among the most specifically stated advantages of social media use is social interaction, with
81% of teenagers claiming that social media helps them to feel at home. It can also provide
resources for some young people to obtain online social support, especially to access to
similar peer communities.
Social media platform enables one to share or connect with others . It helps a person
from one side of the earth to communicate and discuss things with a person in the other
side of the earth. This is not just a form of entertainment; it
is also effective. One should take advantage of this in order to achieve optimal outcome in
education. Social media offers its users with a platform to get formulated. Internal
effectiveness, which relates to individuals own capacity to recognize and engage in politics,
and external effectiveness, or confidence in the accountability of political officials and
organizations to citizens' demands.
Students should use social media to promote social consciousness and compassion.
social networking sites can allow young people to get in contact with peers. Social media
sites encourage youngsters to live their life unaffected. In reality, several organisations
have developed their own Facebook accounts for Sharing details with many other people. In
addition, its effect on recruiting has indeed been increasing. Through creating profile pages
on social media in particular Linked-in, Facebook, and Twitter, together with the company
websites, businesses are seeking suitable applicants for the positions available in their
organisations.

IV. MAKING SOCIAL MEDIA TO USE IN A BETTER AND SAFE WAY

Encouraging families to be pre-emptively extremely concerned in limiting kids and teens’
usage of smartphones and other mobile devices can nonetheless be helpful, for the reason
that social media use tends to appear as complex
when it outstrips one to two hours per day, , open debate focusing on high- quality
interaction and directing is presumably excellent for mitigating internet- associated risks for
children; moreover, easiest five of the covered researches pertained to social media, that
were cantered totally on pass-sectional surveys. It is indeed worth informing parent that
they associate smartphone use with their personal conduct; a retrospective observation
has shown that intense parental mobile phone usage has turned into a connection with a
worse kind of contact with their children. Youngsters and their parents may be inspired to
restrict the use of cell phones and social media. This will wish to consist of such steps as
the use of social media just for fixed hours, and preferably handiest hallways and drawing
room areas within the household. A further motivating factor could be to examine data
displaying a negative influence of smartphones on getting to know, and the advantage on
instructional results when telephones are put away while analysing, preferably in some
other space .An inspirational questioning strategy may be helpful to assist young humans
continue to make improvements to the routine of online activity. Cognitive therapy is an
approach
with proven effectiveness for young people with opioid use that can be effective for
adolescents who appear to have poor self-control with their usage of social media or
phones.This methodology ought to contain open, non-judgmental evaluation of all facets of
an adolescents’ virtual life, any teens can advantage from habit reversal schooling to cope
with compulsive usage consisting of getting day by day “on screen time” that can be step by
step extended. Reporting proof that a randomized controlled trial located that participants
allocated to no longer the use of Facebook described significantly more “lifestyles
satisfaction” and considerable emotions later one week, relative to controls that were
ordered to keep the use of the website as usual, could be beneficial in the conduct of trade.
Youngsters should be allowed to tell their friends that they will betaking a short break or in
any other situation, proscribing their use of social media. Talking with children about
better methods of communicating, along with meeting in person or also interacting without
pause with the assistance of mobile phones, would wish to help with plans to bridge the
social media void, supported by discussion of proofs that in- person contact will further
defend academic fitness.
More generally, public-focused campaigns should provide training on the effects of the
tricky use of new technology and encourage healthier actions in this regard. Various social
media sites have enforced prohibitions and regulations on self-harm related posts. A
comparative analysis of awareness- raising enterprises affecting a total of sixty-six
children determined that while children appreciated equality.
OBECTIVES

 To evaluate the attitude of youth towards social media and measure the spending
time on social media.
 To recommend some measure for proper use of social media in right direction
to inform and educate the people.
 To figure out the influence of social media on self-confidence and self- respect of
youth.

RESEARCH METHODOLOGY

In this research, we have used qualitative method of research in the form of questionnaire.
The research provide the selected people with the questionnaire that has been utilized as
Likert scale ‘’ strongly agree, agree, strongly disagree and disagree. After collecting the
primary data , we have used ‘’SPSS’’(Statistical Package for the Social Sciences) to measure
its descriptive statistics. The selected people have been categorized according to age and
gender. This survey is the main tool which is used as the mean to gather information in our
research article. The survey analysed the practice of social media among youth and its
influence in education, their social life, influence on their self-esteem and body image.

SAMPLE SIZE
In this research, 100 people have been selected for the survey. In these 100 people, 40% are
male and remaining 60 % are female respondents.
 CHAPTER-3

DATA TABULATION -
INTERPRETATION
DATA TABULATION TOOLS:
To collection of required data, the google form was used.
SURVEY OBJECTIVES:
Impact of Social Media on Youth survey objective was provided by public responses.

 Capture random students and employees from online in whatsapp and shared
google form.
 Collected perception of all persons towards impact of social media on youth.
DATA INTERPRETATION:
The interpretation of data gathered from Google forms, are as follows.
20. What is your opinion on impact of social media on youth?
Ans. Youth using social media as platform conducting seminars, awareness, education,
knowledge, entertainment and etc. It is also great platform for earnings. But also has
negative impact as it provokes sometimes and may be harmful content affects them.
Using it as time pass which may lead to waste of time and also causes health impact. It
should be modified in a particular way so that youth and also society may not get any harm.