Introduction:

Both academics and society are concerned about how much younger people in Mangalore are using
social media sites and messaging apps like WhatsApp. This study explores the potential addictive
behaviours linked to both platforms while also doing a comparative analysis to determine how
young people feel about social media and WhatsApp. The project will provide information on how
these devices affect young people and advice for parents, schools, and policymakers on how to deal
with any problems that may arise.

Research Objectives:

To determine the usage patterns of social media and WhatsApp among youth in Mangalore.

To analyze the factors influencing the preference for social media and WhatsApp.

To assess the level of addiction and associated behaviors with respect to social media and
WhatsApp.

To compare the addictive tendencies between social media and WhatsApp among the youth.

To identify potential measures to mitigate addiction and promote responsible usage of these
platforms.

Research Methodology:

Research Design:

In this study, a cross-sectional research design will be used. We will be able to gather information
from participants at a particular point in time using a cross-sectional technique, which will help us
understand the current social media and WhatsApp usage preferences and behaviours of young
people.

Scope of the study:

Social media sites and instant messaging services have become an essential aspect of young people's
lives in the current digital era. In our comparison analysis as MBA students, we seek to investigate
and comprehend the preferences and compulsive behaviours displayed by the youth in Mangalore
with regard to two well-liked topics: social media and WhatsApp. With this comparison investigation,
we hope to shed light on the social media and WhatsApp habits and preferences of young people in
Mangalore. The results of this study will add to the body of knowledge on digital addiction and assist
policymakers, educators, parents, and technology companies with useful information to promote a
responsible and balanced digital environment for young people in Mangalore and everywhere.

Data Collection:

A systematic questionnaire will be used to collect primary data. The questionnaire will have sections
for demographic data, WhatsApp usage trends, social media usage patterns, and addiction
propensities. The degree of addiction to both platforms will be gauged using an adaptation of the
Addiction Severity Index (ASI).
Sampling Method:

The Mangalore young between the ages of 18 and 25 will be the study's target demographic. In
order to assure representation from different educational institutions and localities within the city, a
stratified random sampling technique will be used. The generalizability of the results will be
improved by this strategy.

Field work and Area of study:

With this comparison investigation, we hope to shed light on the social media and WhatsApp habits
and preferences of young people in Mangalore. The results of this study will add to the corpus of
research on digital addiction and provide policymakers, educators, parents, and technology
providers with useful information for fostering a responsible and balanced digital environment for
young people in Mangalore and elsewhere.

Research Approach:

Our research intends to compare how Mangalore's youth prefer social networking sites and how
addicted they are to WhatsApp. We have created a mixed-method research approach that uses both
quantitative and qualitative data collection techniques to meet our goals. By using this research
strategy, we want to gain insightful understanding of Mangalore's youth's preferences and addiction
inclinations towards social media and WhatsApp. The study's findings will add to the body of
knowledge on digital behaviour and help formulate policies to encourage young people's responsible
online behaviour. As a student pursuing an MBA, I am excited by the findings of this study and how
they can influence how young people in Mangalore use technology.

Research Instrument:

1.Focus Group Discussions: By holding focus groups, we can delve deeper into the participants'
perspectives on social media and WhatsApp addiction. We will divide the participants into small
groups of 6-8 and enable open conversations about the signs and symptoms of addiction, societal
ramifications, and coping techniques.

2. Interviews: To acquire a better understanding of the factors impacting social media and WhatsApp
usage, in-depth interviews with chosen participants will be performed. To collect a variety of
viewpoints, we will choose participants with various usage patterns and levels of addiction.

3. Observation: To examine participant behaviour while using social media and WhatsApp, we'll use
observational techniques. By using this technique, we are able to see how they interact, spend their
time, and engage on these platforms in their regular environments.

4.Data Analysis: To find important trends and correlations, appropriate statistical tests will be used
to analyse the quantitative data from the questionnaire using statistical software.

Descriptive Statistics:

Descriptive statistics will be used to enumerate and describe the key elements of the information
gathered. Measures like mean, median, mode, standard deviation, and range will be included in this,
which will assist paint a clear picture of the main trends and variability in the responses related to
social media use and WhatsApp addiction.
Survey Questionnaires: Data about Mangalore's youth will be gathered using a well-structured
survey questionnaire. The survey will ask questions about WhatsApp addiction levels, social media
usage patterns, and preferences. To make response comparison and easy quantification possible,
closed-ended questions will be employed.

Chi-square Test: This test will be used to examine whether there is a significant relationship between
variables, such as the link between gender and WhatsApp addiction or the relationship between
social media preferences and age groups. This test will enable researchers to determine whether
there are any statistically significant differences between the study's various groups.

Correlation Analysis: Correlation analysis will be used to investigate the nature and direction of
relationships between variables, such as the association between daily social media use and the
degree of WhatsApp addiction. This investigation will help find any connections between WhatsApp
addiction and social media usage.

Regression Analysis: Regression analysis will be used to examine the effects of numerous
independent variables (such as age, gender, and preferred social media platforms) on the dependent
variable (such as the levels of WhatsApp addiction). This will make it easier to identify the important
causes of WhatsApp addiction in young people in Mangalore.

Pilot Study:

An evaluation of the questionnaire's efficiency and clarity will be done on a small sample of
participants before the major data collection. Based on the comments obtained throughout the pilot
research, necessary adjustments will be made.

Data Analysis: The acquired data will be examined using relevant statistical methods, such as
regression analysis, descriptive statistics, and chi-square testing. To find any notable variations, the
levels of addiction to social media and WhatsApp will be compared.

Ethical Considerations: Before taking part in the study, participants will be given the opportunity to
give their informed permission. All personally identifiable information will be completely
anonymized during data analysis, and confidentiality and data privacy will be rigorously upheld.

Data Validity:

Face Validity: To ensure face validity, survey questions should appear to assess what they are meant
to measure. We can confirm the suitability of the questions in capturing the research objectives by
speaking with subject matter experts or professors.

Validity of Content: Validity of Content guarantees that the survey addresses all pertinent facets of
the research topic. We can improve the content validity of our survey by utilising recognised
measurement scales and including inquiries from validated studies concerning social media and
addiction.

Construct Validity: We can use statistical methods like factor analysis to verify construct validity,
which verifies that the questions correspond to the theoretical concepts of social media preference
and WhatsApp addiction.

Data Reliability:

Test-Retest Reliability: A subgroup of participants can be invited to complete the survey twice with
an interval of a few weeks to examine the consistency of responses over time. Good test-retest
reliability will be shown by high response consistency.

Internal Consistency: The questionnaire's internal consistency can be evaluated using Cronbach's
alpha coefficient. When the survey questions measure the same underlying construct consistently, it
has a high alpha value.

Limitations: Due to the cross-sectional nature of the study, there may be biases in the self-reported
data as well as difficulties establishing causal connections. The study's focus will only be on the
young people of Mangalore, therefore its findings might not be universally applicable to people of
other ages or places.