RENI

International Journal of Computer Applications Technology and Research
Volume 5– Issue 2, 71 - 75, 2016, ISSN:- 2319–8656
Social Media its Impact among the college students
Shabnoor Siddiqui Tajinder Singh

Mats University Mats University
Raipur (C.G.), India Raipur (C.G.), India
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.
Keywords: social media, business, society, youngsters, education.
1. INTRODUCTION Teachers as well as for themselves to enhance their

Now a day’s social media has been the important part of knowledge skills [3]. Social networking sites also conduct
one’s life from shopping to electronic mails, education and
business tool. Social media plays a vital role in online examination which play an important role to enhance
transforming people’s life style. Social media includes the students’ knowledge.
social networking sites and blogs where people can easily
connect with each other. Since the emergence of these Purpose of Internet Usage
social networking sites like Twitter and Facebook as key
tools for news, journalists and their organizations have
performed a high-wire act [1]. These sites have become a User Percentage
day to day routine for the people. Social media has been
mainly defined to refer to “the many relatively inexpensive
and widely accessible electronic tools that facilitate anyone Mail 33
to publish and access information, collaborate on a
common effort, or build relationship” [2]. Surfing 26.8
1. IMPACT OF SOCIAL MEDIA ON Chatting 18.7
VARIOUS FIELDS Social
1.1 Impact of Social Media on Education Networking 17
Other 4.5
As per the survey of previous research, 90% of college
students use social networks. Technology has shown a rapid
development by introducing small communication devices
Total 100
and we can use these small communication devices for Fig. usage of social media on education[7]
accessing social networks any time anywhere, as these
In the above table 1 it is clear that, internet usage for the
gadgets include pocket computers, laptops, iPads and even
respondents was for mailing and surfing the net with 33% and
simple mobile phones (which support internet) etc.[5].For the
26% respectively. Mainly two traditional reasons for using
purpose of education social media has been used as an
Internet i.e. Mailing and Surfing. In India, social networking
innovative way. Students should be taught to use this tool in a
sites are growing fast to gain popularity but it haven’t reached
better way, in the educational classes’ media just being used
the expectation of global scenario. Just 17% reported social
for messaging or texting rather than they should learn to
networking sites as their principle reason for Internet usage.
figure out how to use these media for good [3]. Social media
Alternating reactions were downloading internet content,
has increased the quality and rate of collaboration for
purchasing online goods, studying and reading e-books [7]
students. With the help of social media students can easily
communicate or share information quickly with each through
various social sites like Facebook, Orkut, and Instagram etc.
[4]. It is also important for students to do some practical work
instead of doing paper work. They can also write blogs for
www.ijcat.com 71
Membership in social networking sites 1.2 Impact of Social Media on Business

Social media is the new buzz area in marketing that includes
business, organizations and brands which helps to create
Member of SNS Percentage news, make friends, make connections and make followers.
Business use social media to enhance an organization’s
performance in various ways such as to accomplish business
Yes 95.7
objectives, increasing annual sales of the organization. Social
media provides the benefit as a communication platform that
No 4.3 facilitates two way communication between a company and
their stock holders [6]. Business can be promoted through
various social networking sites. Many of the organization
Total 100
promotes their business by giving advertisement on the social
Fig. Membership in social networking sites for education [7]
media in order to attract maximum users or customers.
Customers can connect and interact with business on a more
personal level by using social media. If an organization has
Among the Indian youth 95.7% of the members are connected
established a brand, social media may help this organization
with the social media. These figures are increasing day by
to develop the existing brand and give the business a voice.
day. Whereas only 4.3% of members are not connected with
With the help of social media organization can make their
the social media [7].
strategy to promote their organization.
1.1.1 Positive Effect of Social Media on Education
• Social media gives a way to the students to
effectively reach each other in regards to class
ventures, bunch assignments or for help on
homework assignments [12].
• Many of the students who do not take an interest

consistently in class might feel that they can express
their thoughts easily on social media [12].
• Teachers may post on social media about class

activities, school events, homework assignments
which will be very useful to them [12].
• It is seen that social media marketing has been

emerging in career option. Social media marketing Fig: Social media adaptation [8]
prepares young workers to become successful Social media used in various business functions. Some of
marketers. them are:
Marketing- Marketing is one of the most important and
• The access of social media provides the opportunity common use of social media in business. It works because
for educators to teach good digital citizenship and today every brand has a target section of online audience.
the use of Internet for productivity [13].
HR-Is great for identifying and engaging the talent
directly.HR helps company to showcase their employee
1.1.2 Negative effect of Social Media on Education
benefits and culture of the company to outside world.
• The first concern about the negative effect comes to
mind is the kind of distraction to the students Creative- it share enables art, copy and design teams to invent
present in the class. As teachers were not able to new ideas which is useful for company to achieve goal.
recognize who is paying attention in the classroom
Operations/strategy- Many of the sites like LinkedIn helps the
[12]. business by connecting with the experts who can share some
• One of the biggest breakdown of social media in strategic plans.
education is the privacy issues like posting personal
information on online sites. Business Development- Professional networking sites can be
• In some of the scenario there were many in used to connect with the clients.
appropriate information posted which may lead the
students to the wrong side.
• Because of social media students lose their ability to
engage themselves for face to face communication.
• Many of the bloggers and writers posts wrong
information on social sites which leads the
education system to failure.
www.ijcat.com 72
1.2.1 Positive Effect of Social Media on Business
• Social Media helps to better understand their

audience by their likes and dislikes [14].
• It helps the business for promotional activities.
• Social networking sites helps to make new
customers by providing useful facilities.
• Helps to enhance market insight and stretch out
beyond your rivals with online networking [14].
• It also helps to increase awareness among brands
and reach with little to no budget [14].
1.2.2 Negative Effect of Social Media on Business
• In business filed social media is not entirely risk

free because many of the fans and followers are free
to post their opinion on a particular organization,
the negative comment can lead the organization to
failure. Fig: Usage of social media in the society [9]
• Many of the large organization have fallen victim to According to the survey conducted by the Pew Research
the hackers.
Center, in September 2014, 52% of the online adults use two
• The wrong online brand strategy can doom a or more social media sites. More than half of the online adults
company, and put at a huge viral social of age 65 and above use 60% of Facebook which represents
disadvantage[15].
31% of all seniors. Half of the internet-using young adult’s
• Getting involved with Social Media is very time ages 18-29 use 53% Instagram and half of the Instagram users
consuming. As an organization you should assign a
(49%) use the site daily. The share of internet users with
person to always bolster your pages and profile with
significant substance [15]. college education using LinkedIn reached 50%. 42% of online
women now use the platform, compared with 13% of online
• Most companies have difficulty measuring the
results of social media advertising. men [9].
1.3.1 Positive Effects of Social Media on Society
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.
• Social media provides awareness among society like

campaigns, advertisement articles, promotions
which helps the society to be up to date with the
current information.
www.ijcat.com 73
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
Online SecondLife.com 61% of online youth

1.4 Impact of Social Media on Youngsters gaming play games online,
including
multiplayer online
Nowadays social media has become a new set of cool tools
for involving young peoples. Many young people’s day to day games
life are woven by the social media Youngsters are in
conversation and communication with their friends and Blogging with Facebook or 52% of online teens
groups by using different media and devices every day [16]. in social MySpace have commented on
In past years it was seen that youngsters are in touch with only
networking feature a blog
friends and their groups in schools and colleges. But
nowadays youngsters are in contact not only with known sites
friends but also with unknown people through social
networking sites, instant messenging etc. [16]. According to Fig: usage of social media by youth [17]
BBC news research of 2013 they discuss that 67% Facebook
users are very common and well known social media portal
consist of the youth and students, so these praise the fact that 1.4.1 Positive Effects of Social Media on Youngsters
the youth and student have more focus and relation • Social media helps youngsters to stay connected
[11].Throughout the country teenagers frequently use the web, with each other.
mobile phones, online games to communicate and gather
information with each other. As per the survey in California • Useful information can be exchanged over social
the below table shows that how social media impacts the networking sites.
behavioral health of California’s adults [17].
• Social networking sites can allow teens to find
support online that they may lack in traditional
relationships, especially for teens [17].
• In a Critical Development period youngsters also go

for social networking sites for advice and
information.
• Youngsters can look to social media for getting the

answers related to their career objectives.
www.ijcat.com 74
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/
www.ijcat.com 75
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
© IAEME Publication Scopus Indexed
AN ANALYSIS OF SOCIAL MEDIA

MARKETING USAGE ON CONSUMER BUYING
BEHAVIOUR IN TIRUCHIRAPALLI DISTRICT
S. Praveena
Research Scholar, PG & Research Department of Commerce,
Cauvery College for Women (Autonomous), (Affiliated to Bharathidasan University)
Tiruchirappalli, Tamilnadu, India
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.
https://iaeme.com/Home/journal/IJM 4216 editor@iaeme.com

An Analysis of Social Media Marketing Usage on Consumer Buying Behaviour in Tiruchirapalli
District
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.
SOCIAL MEDIA: AN OVERVIEW

According to Mayfeild (2008), the term "social media" refers to a class of new media with
features including openness, culture, connectedness, engagement, and dialogue. "Social media
can be characterised as a platform for social interaction used for data gathering, communication,
etc. It is a technique for leveraging interactive internet dialogues to socialise discussion.

S. Praveena and Dr. S. Shameem
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."
SOCIAL MEDIA NETWORKING BENEFITS

"Social networking is a terrific way to stay in touch with people and meet new people." Your
joys, life events, professional changes, and other details can be shared with friends and family.
People are always able to communicate with one another, even when they are in other nations.
People can connect on social media by creating their own interest-based accounts (Karthick et
al., 2020b). People can support social causes by becoming followers, showing interest, or
joining various communities.
Platforms throughout society assist people in using technology to the best of their abilities.
It makes people more tolerant of technology. People can comprehend, adapt to, and get ready
for future new applications thanks to social media (Usharani & Gopinath, 2020a). Social media
users of all ages discuss the study with their friends. Study is another advantage that social
media may provide to a person. On social media platforms, members can offer assistance with
issues involving their connections. People have access to a new universe on social media
websites where they can briefly contact with many. Social media allows people who cannot
physically meet distant people to connect with their friends and family. "Friends and fan groups
can be formed on several social media platforms."
SOCIAL NETWORKING: RISKS

Personal information and photographs uploaded on social media will be used by the wrong
people. It is easily copied and used for malicious reasons. Cyber bullying is a crime in today's
world, just like any other. If it goes offline, it may be the most dangerous risk that the person
faces. Another social networking risk is permanence. When information is exchanged online, it
remains available. If a user decides to delete any posted photographs or content, it remains on
social media servers.

District
SOCIAL MEDIA: TYPES AND WEBSITES

"Social media" is defined as "electronic means of communication through which people create
their online communities to share information, ideas, personal information, and other content,
such as websites and websites for social network and micro blogging (as videos)" in the online
Merriam Webster dictionary. The phrase "social media" refers to two methods of interaction
with others that involve the transmission and reception of information. The term "media" refers
to channels of communication, particularly the internet and web-based networks and portals
that are used to advertise social media.
An online forum that allows users to create public profiles and interact with other website
users is what Technopedia defines as an online technology dictionary. "Social networking
websites often keep a list of the people they are connected to, and the people on the list can
approve or reject a new user's request to connect." The new user will search his network
connections for other links after making connections. "A social website or social networking
site may also be used to refer to a platform for social networking."
There are many different kinds of publicly accessible and partially publicly accessible
websites that are targeted at certain user bases based on social, cultural, corporate, or business
associations (Usharani & Gopinath,2020b). They consist of fan pages, dating websites, business
blogs, and other websites. Just a few examples include Facebook's support for both personal
and professional relationships, Orkut for social connections, and LinkedIn for professionals.
Therefore, an SNS or social media platform features profiles and connections that make it
simple to share various types of online material using mobile devices. People utilise a variety
of social media platforms for a variety of purposes, and these platforms have risen in popularity
over time. The distinctions between their collections of features continue to morph and merge
quicker than most people can read and comprehend the changes as more and more sophisticated
network functions are added.
CONCEPT OF SOCIAL NETWORKING SITES

The concept of social networking sites is not new, contrary to what many people believe. In the
1990s, people used to establish personal web pages and connect through blogs, chat rooms, and
online communities. However, the introduction of the "frienster.com" website in 2002 led to a
significant transformation. Following that, numerous social networking websites were created.
Growing home internet access, increased accessibility brought on by broadband, and the
capacity to create individual profiles with audio and video content are the driving forces behind
the expansion of social networking services.
Today, everyone has easy access to their social networking site from a laptop, tablet, or phone
to receive messages, exchange movies and images, make their own blogs, and leave comments
on other blogs. At the end of the 1990s, social networking websites were widespread. Launched
in 2002, Friendster.com was the first social networking site to significantly influence people.
Then came a deluge of social networking sites. However, according to Boyd and Ellison, the
first social networking site was launched in 1997.
INTERNET AND SOCIAL MEDIA USAGE

Numerous figures on the "growth of the Internet and social media," particularly social media
users, "show that Internet users are rising exponentially." This increase attracts a range of
analysts, advertisers, and brand specialists who are interested in learning more about customer
preferences and deciding factors. Here are some significant and wonderful statistics about India
and other significant locations.

INDIA – SECOND LARGEST INTERNET USER BASE GLOBALLY

Worldwide Internet usage varies greatly in terms of both volume and rate. Internet access rates
increase by 80% in more developed countries, compared to roughly 50% in less developed
nations. In addition, the top 20 internet users in the top 20 nations account for a total of 3.24
billion users, compared to 1.33 billion people in the rest of the globe and 4.57 billion internet
users overall. India is slightly behind China, which currently has the second-largest web user
base in the world, despite having internet penetration of only 50%.
STATEMENT OF THE RESEARCH PROBLEM

The analyst reviewed several studies in the literature on "The Effect of Social Media Marketing
on Customer Brand Preference," which were carried out by 12 researchers from different
geographical areas. However, there are no research that examine how social media marketing
affects consumer brand preference, particularly among social media users in the Tiruchirapalli
area. As a result, the researcher decided to undertake research in the Tiruchirapalli district.
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.

District
STATISTICAL DATA USED FOR DATA ANALYSIS

In addition to the outcomes from the use of questionnaires, pertinent analysis techniques were
used. The completed replies were gathered, and master data sheets were then outfitted and
brought into the SPSS. After that, the data was computed and rated. The validity and reliability
of the data were examined, and IBM's SPSS 21 software was used to perform descriptive
statistics, an ANOVA, and a ranking analysis.
AN ANALYSIS OF SOCIAL MEDIA USAGE

Table: 1- Frequency table of social media accounts
S. No. Social Media Frequency Percent
1 Facebook 396 88.99
2 Twitter 12 2.70
3 Instagram 79 17.75
4 Linkedin 214 48.09
5 Youtube 79 17.75
6 Pinterest 13 2.92
7 Tumblr 9 2.02
8 Flickr 7 1.57
9 Snapchat 289 64.94
10 Whatsapp 428 96.18
11 Others 12 2.70
The most chosen social media account by respondents is shown in the figures above.
According to the research, 96% of the respondents identified WhatsApp as their preferred social
media account. The second-placed Facebook is favoured by 89% of respondents, while
Snapchat is the third-placed choice. Accordingly, WhatsApp is the most popular social media
account among respondents because it enables users to share messages, photographs,
documents, locations, and more. Additionally, it now offers its customers an online payment
system.
Table: 2- Frequency table of time spend on social media
How much time do you spend on social media? (Per day)

Valid Cumulative
Parameters Frequency Percent
Percent Percent
Valid More than six hours 28 6.3 6.3 6.3
Five to six hours 22 4.9 4.9 11.2
Four to five hours 31 7.0 7.0 18.2
Three to four hours 111 24.9 24.9 43.1
Two to three hours 97 21.8 21.8 64.9
One to two hours 84 18.9 18.9 83.8
Less than an hour 72 16.2 16.2 100.0
Total 445 100.0 100.0

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
When do you access social media?

Parameters Frequency Percent
Valid Smart phones 234 95.5
Personal Computer or Laptop 206 84.1
Tablets / iPad 197 80.4
Smart Watches 89 36.3
Smart TV 97 39.6
The information above demonstrates the method of accessing social media. When asked
how they access social media, respondents indicated that 65.5% do so using their cellphones,
84% do so through laptops and desktop computers, 80% do so through tablets and iPads, and
only 36% do so through smart watches. Due to the ease of use anytime, anywhere, cellphones
have been highlighted as the most favoured method of accessing social media.

District
Table: 5 ANOVA table of use of Social Media Marketing

ANOVA
Sum of Mean
df F Sig.
Squares Square
1. Gender Between
2.974 4 .744 3.077 .016
Groups
Within
106.320 440 .242
Groups
Total 109.294 444
2. Age Between
168.514 4 42.128 13.204 .000
Groups
Within
1403.814 440 3.190
Groups
Total 1572.328 444
3. Between
104.799 4 26.200 20.808 .000
Education Groups
Within
554.001 440 1.259
Groups
Total 658.800 444
4. Marital Between
8.049 4 2.012 4.386 .002
status Groups
Within
201.870 440 .459
Groups
Total 209.919 444
The significant value of the parameters, i.e., gender, age, marital status, and education, is
less than 0.05. Let's talk about the ANOVA table above for all the variables, i.e., demographic
factors under examination (p-value). This supports the Levene Statistic's findings that there is
a significant use of social media marketing for consumer brand preferences across a range of
respondent age groups, gender groups, marital status groups, and educational groups, rejecting
the null hypothesis and accepting the alternative hypothesis.
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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© 2022 JETIR March 2022, Volume 9, Issue 3 www.jetir.org (ISSN-2349-5162)
IMPACT OF SOCIAL MEDIA ON COLLEGE

STUDENTS
¹ Dr. Rajesh Kundu, ² Priya

¹Associate professor, ² Research Scholar
¹ Govt. P. G. College sec. 9, Gurugram, ² Maharshi Dayanand University, Rohtak
¹ Gurugram, India, ² Rohtak, India
¹ kundu2031@gmail.com, ² priya.rs.eco@mdurohtak.ac.in
ABSTRACT :-
As the popularity of social media sites grow, we believe that technology plays an increasingly important role in today’s student
achievement. The goal of this research is to see how the increased use of social media effects college and universities students' academic
performance, also get the familiar with the most widely used social media platform. A student perception questionnaire on how social
media affects college students was administrated to a sample ( N=118) based on random sampling. A google form was employed as a
data collection tool. This study revealed that 55.9 per cent of respondents were undergraduate, while 21.2 % were postgraduate, research
scholar made up 6.8 per cent and 16.1 per cent we’re respondents enrolled in other diplomatic courses. Almost all respondents said
that social media has a favourable impact on their academic achievements.
Keywords : Social Media, Academic Performance, Popular, Achievement.
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.
JETIR2203475 Journal of Emerging Technologies and Innovative Research (JETIR) www.jetir.org e589
II. LITERATURE REVIEW :-

Wang Q. et al ( 2011) :- The effect of social media on college students was investigated. This descriptive and exploratory
research study gathered a random sample of 48 ( N=48) men (n=26) and women (n=22) who were given a perspective questionnaire
on how social media influences college students. Johnson &Wales University has 35 per cent undergraduate and 65 per cent graduate
students while most college students use social media and spent many hours on social media sites. This study found that there is a
negative element to college student use of social media.
De Andrew et al ( 2011) :- Analyzed the usage of social media to aid in the adjustment of students to college. The importance
of social support in a students' smooth transition to college cannot be overstated. Even after controlling for other significant factors,
site usage entranced students' perceptions of having a diversified social support network during their first semester of college.
Yingxia Cao and Paul Hong ( 2011) :- The use of social media by college faculty in teaching requires further investigation.
The goal of this study is to look into the causes and effects of college professor using social media in their classrooms. This research
is based on a literature review, the author's observations and qualitative & quantitative data provided by 249 full time and part time
faculty members. According to the findings of two studies, there are four antecedents for using social media in teaching: faculty
personal social media, peer pressure, supervisor pressure and student pressure.
Jenna Mastrodicasa & Paul Metellers ( 2013) :- The influence of social media on college students was studied. Researcher
have begun to investigate the impact of student well being empirically and preliminary findings and suggest that more research is
needed. They discovered that social media are not the issue; the issue is the precise usage and aim of social media activity.
Erin A. Vogel et al ( 2015) :- The impact of social comparison orientation on social media use and results were investigated.
The major goal of this research is to see if there’s a link between SCO, Facebook use and unfavorable psychological effects. This study
used a correlational technique and found that participants is SCO used Facebook more frequently. The finding imply that SCO has a
consistent impact of social media across all measures. Participants with a high SCO had a lower trait self
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 :
1. What Percentage of used time to students spend on time?

2. What effect does social media have an academic performance among students?
3. What is the most popular social media platform?
IV. DESIGN OF THE STUDY, DATA SOURCES INSTRUMENTS AND DATA COLLECTING& DATA ANALYSIS
TOOLS :
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.
V. FINDINGS OF THIS STUDY

According to the findings, colleges and university students use social media at an alarmingly high rate. Almost all of the poll
participants said they use social media to some extent. According to the socio demographic statistics, 47 per cent were men, 53 per
cent were women. Undergraduates made up 55.9 per cent of the total, while postgraduates made up of 21.2 per cent, research scholars
made up 6.8 per cent and other diplomatic courses made up 16.1 per cent. Tables and histograms were used to Graphically illustrate
the following relevant data from the study.
Table 1
Categories Frequency Percentage ( %) Cumulative%
1 – 5 Hours 90 76.3 76.3
5 – 10 Hours 20 16.9 93.2
10 – 15 Hours 6 5.1 98.3
>15 Hours 2 1.7 100
No. of students ( in%)

90
80
70
60
50
40
30
20
10
0
1--5 5 -- 10 10-- 15 > 15
Fig1. Time spent on social media per day
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
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

45
40
35
30
25
20
15
10
0
Positive Negative Neutral
Figure 2. Analysis of Impact of social media
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
You tube 1 0.9
Others 6 5.1
% of users
90
80
70
60
50
40
30
20
10
0
WhatsApp Facebook Telegram Twitter Youtube Others
Figure3. Analysis of mostly used social media platform
VI. LIMITATIONS OF THIS STUDY :-

To begin with a more gender balanced distribution may have been achieved. Only 47 per cent men were included in this study,
compared to 53 per cent of women. In addition, including more freshmen and sophomores in the study would have broadened it’s scope.
Furthermore, while this study used simple random sampling, future research could use alternative random or non random sample
methods.
VII. IMPLICATIONS FOR FUTURE STUDY:-

Further research could look at why WhatsApp and Facebook have become so popular in comparison to other social media
platforms. Because both social networking sites have large utilisation rates, it would be interesting to earn why people use them so
frequently. It would be a worthwhile issue to investigate as these websites become more popular. Finally, additional study on gender
and social networking websites usage is needed to better understand the effects of males and females using these sites.
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.
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
and Higher Education ( 2011) , doi: 10.1016/j.iheduc.2011.05.009.
[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,
paper 5.
[6] Sponcil, M., Gitimu, P. ( 2015), Use of social media by college students : Relationship to communication and self concept.
Journal of technology Research. Pp 1 – 13.
[7] Knight, J. et al ( 2016),What social media sites do college students use most? Journal of undergraduate Ethnic Minority psychology.
Pp 21 – 26.
[8] Gilbert M. T. et al ( 2018), The impact of social media on academic performance of selected college students. International journal
of advanced information technology, vol. 8, No. 4/5, pp 27-35.
[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,
Owerri. International Journal of educational & Pedagogical sciences, vol: 12, No. 1,pp 220-224.
[10] Cao, Y.,Hong, P (2011), Antecedents and consequences of social media utilization in college teaching: a proposed model with
mixed methods investigation. Emerald Group Publishing Limited, ISSN: 1074-8121, Vol. 19, No. 4, pp 297-306.
Online Journal of Communication and Media Technologies, 2019, 9(2), e201911
The Impact of New Media on The Forms of Culture:

Digital Identity and Digital Culture
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
Copyright © 2019 by OJCMT

ISSN: 1986-3497
S. Çöteli
have on the outside world and the truths about the society is slowly decreasing. The
information given by the conventional media takes up a big space in the minds of
individuals. Hence, conventional mass media do not only provide information to
individuals, but they also control their life experiences as they have direct effect. The
ability of individuals to experience and benefit from these experiences is based on their
social position. With the social changes they have caused, mass media and mass
production have started a social realization process by forming the concepts of mass
society and mass culture. Adorno and Horkheimer suggest that mass culture threatens
individuality. The mass culture puts the individual into a passive consumer of culture and
turns life practices, such as art, entertainment, leisure time into a consumption activity
(Yavuz, 2009, p. 144). According to Adorno and Horkheimer, differences between cultural
products on the surface is an illusion created by the culture industry, and this illusion is
the feeling that those who think that their cultural products are different from anyone
else has (Oskay, 2000, p. 236), and this escape psychology is also a part of the system.
Leisure time as a lifestyle of the modern world is designed to increase mass consumption,
like a consumption object. The dominant objects of increasing mass consumption are the
technological developments and Fordist production types.
An advantage of the modernization, technological improvements make changes in the
public and private lives of individuals in every society. These changes can be sharp or
subtle depending on the rate at which technological developments occur. In the
technological age that we are in, we have experienced a sharp transition from mass
culture to digital culture. Age and economic factors have played a determinative role in
the adaptation phase. The means of communication between individuals have undergone
alterations especially because of the young demographic who use computers and console
games, internet, and mobile devices. The changes in the forms of communication and
socialization have created the digital culture by creating a new type of socialization. The
development of the industry and its integration with technology, the effects of it causing
changes at a social level, the facilitation of supervision with technology are some results
of modernization. Anthony Giddens sees modernity as a holistic production and an effort
to control, with its four major pillars being industrialism, capitalism, industrialization of
war, and supervision of all aspects of social life, and thus presents a strongly integrated
image of modernity (Touraine, 2015, p. 44). The main tendency of the modern world is
globalization through transnational cooperations, integrated economies, and centralized
nation-states.
Those who have the opinion that globalization has caused nations and cultures to
become dependent on each other suggests a new world culture has formed in a world
“system” where transnational economy, communication, culture and politics blend
(Türkoğlu, 2006, p. 4). A lifestyle that is based on popular culture, enabling any type of
control and supervision, is a type of common culture which has come into existence with
globalization. And this lifestyle has caused individuals to leave rational thinking and rely
on the consuming practice which seems like it leaves choosing an option to individuals’
free will but actually does not. Today, political ideologies based on culture have become a
part of societies as an attempt to use entertainment to influence. Globalization not only
separates individuals from having rational thoughts but also causes “time and space
compression” which was suggested by Harvey. Parameters such as the concept “The
Global Village” suggested by McLuhan on the technological improvements, consumer
goods imposed on the individual, political ideologies and modern life or new
communications and transport technologies are the human condition’s ongoing
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Online Journal of Communication and Media Technologies, 2019
transformation. According to Harvey; global capitalist mindset, by using the new
communication technologies, is both changing and diminishing the environment at full
speed (Harvey, 1996, p. 246). These parameters have entered the lives of individuals as
the summaries of common cultures living in modern and real environments.
INTRODUCTION TO CYBERSPACE AND MEDIATIC VIRTUAL PUBLIC

SPHERE
Common culture experienced in the cyberspace still includes time-space compression
and global village parameters but also is lacking the real-life feelings. Especially in the
creation of digital culture, the digital identity and the efforts to glorify it come into
prominence. For an individual in the cyberspace, the thing that is more advantageous
than the real world is his/her remoteness from body image and prejudices. Identity
changes that are not possible in direct communication are likely to be developed by means
of online identities, taking advantage of the internet’s anonymity (Hepp, 2015, p. 56). The
developed digital identity is perceived by the audience as an illusion of the reality of an
individual. This perception is an existing illusion since the invention of the newspaper
and it has been ingrained in society by mass media, the most famous one being the
television. Things happening in mediatic public sphere have become interesting and
desirable for the viewers or ordinary citizens. Mobile devices have turned into broadcast
media thanks to the integration of mobile devices into social networks. And with this,
viewers of mediatic public sphere are now able to have their own broadcast. 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. The habit of daily blogging (internet
diaries) has transformed into recording daily and posting those videos on social media
platforms. By having this technological infrastructure, individual shares the mediatic
public sphere with famous people. The desirable world of mediatic public sphere and
monetary earnings from publishing videos, encourage individuals to have their own
digital identities. In the case of profit-oriented digital identities, it usually becomes an
identity based on entertainment. Instagram, a social media platform, has an explore page
where famous people are shown next to ordinary people. And this gives hope to individuals
that they can become a celebrity and post more of themselves. Just as there can be
differences between the celebrity’s real-life personality and the personality reflected on
the media, in the same way, the individual’s digital identity (persona) that they created
on social media to become a celebrity can be different from his/her real-life personality. In
this sense, social media have gone beyond just digital socialization and have become the
showcase of digital identities. Many sociological and social psychological approaches
suggest that an individual’s social character comes into existence and forms according to
the variety of social relationships they have (Larrain, 1995, p. 203). The digital identities
that are different from the individual’s self are transformed into discursive indicators by
breaking away from the real time and space, as well as strengthening each other by the
showcase that other digital identities have.
The newly formed experience, the effort to strengthen digital identity by broadcasting,
has come into existence with the digital culture, and the digital culture is the production
culture of software developers and the internet. When looking at each new technological
development of social networks, it can be seen that with every new addition, the digital
culture strengthens itself just like digital identities. Like relationships on social media,
selfies, live streams or videos...
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S. Çöteli
While software developers and pioneers are strengthening the digital culture, digital
identities are adapting very quickly and use this to strengthen their identity. Thus, the
digital culture affects an individual’s digital identity, while the digital identity affects
his/her personal identity with the paradox between the real and virtual identities. The
efforts to strengthen digital identity in the real world, like selfies, can affect the social
identity. In this way, the digital culture which was created for social media becomes
globalized and homogenous. This would be a fake individual produced by the culture
industry (Yetişkin, 2016, p. 31). Just like the culture industry is trying to create a common
culture by using traditional mass media, digital culture also allows the forms it inholds
to spread through the internet.
Social media has created a variety of discourse areas, and mediatic public sphere is one
of them. Discourse areas have changed the communication system significantly. This new
area is no longer a mediatic public sphere but a mediatic cyber world. Hepp thinks that
this world of mediatization has emerged from a cross between other necessary
technologies, other types of behaviors and certain places and institutions (Hepp, 2015, p.
57). This is just one of many worlds formed in the cyberspace. Individuals who are not
famous in everyday life that is the real world can have hundreds of thousands of followers
in the social media world. Social networks earn money for themselves and for the
individuals by putting ads on the videos of individuals who work for this social media
world and have many followers.
In addition to media being governed by global companies, many media activities and
smaller media companies taking part in the public sphere through being a part of global
companies have put individuals in a place where they have become the media’s articles
that are ready to consume content. Big companies by entering into the public domain,
took away the citizenship identity of individuals and has made them become consumers
of the media. Traditional media companies continue to exist as bilateral. The ones who
are profit-oriented, who see the media as a stock market, who has entered the sector with
political intentions and/or the ones who try to continue to exist having roots in journalism
or on a different media. Big companies with no media past create a dangerous pressure
on social orders with a mere intention of profiting and by being far from ethical values.
This pressure is sometimes the government-friendly or anti-government, but in any way
feels like it is in the direction of political interests. In what way the present conjuncture
goes, their discourse moves in the same direction or in the opposite direction according to
their purpose. And sometimes publications that guide consumption and the consumer
culture are presented in an impressive manner to the masses. In this case, the
technological infrastructure of the traditional broadcast tools poses an important place
for their intention. A broadcasting medium between masses and the media organization
is unilateral in traditional forms. While the American media was under the control of fifty
media companies in 1983, in 2003, this number dropped to 5 (Reinhard Mohn, Time
Warner, Disney, Viacom, News Corp.) by mergers, bankruptcies, and acquisitions, and
they have become powerful in Europe and America with the alliances they made
(Bagdikian, 2004, p. 28-29). Today these companies have established a controlling order
over the new media. They have increased their monetary earnings thanks to the internet-
based broadcast platforms such as HBO and AOL (American OnLine). And also the
number of viewers they have increased thanks to web series. Using all the features of the
new media, they are preparing unilateral broadcasts that seem to be audience-focused by
taking this new form of broadcasting out of its context. Today, especially as new media
broadcasting platforms such as Netflix and HBO can guarantee the number of viewers by

analyzing the viewer profile and by preparing broadcasts to directly meet the demands of
the audience. Here, Big Data, which is in the hands of these big media corporations, comes
into play. However, broadcast platforms owned by broadcasting companies are not only
different from conventional media used to attract viewers, but also communicate
indirectly with viewers.
DIGITAL CULTURE AND DIGITAL IDENTITY

The concept of digital culture is a complex structure that must be addressed by
globalization, popular culture, network society, new media, computer games, digital
advertisements, consumption, supervision, and post-modernism. It is multi-layered and
different from any preceding culture type in the context of structure and its spread. Due
to the technical development level and access, media culture as a cyber-culture format
cannot be compared with anything (Hepp, 2015, p. 56). In particular, the pressure created
by the new media in the form of acculturation is important in terms of rapid and effective
spread to large masses at the social dimension. This multi-layered and complex structure
should be the divided into phases and examined piece by piece. Otherwise, it might
become incomprehensible. First of all, let’s consider the capacity of the spread. The digital
culture that emerges on the Internet has the possibility of spreading even faster than the
imperialist culture. Even Coca-Cola, the most important cultural demonstration of
imperialism of a period, has not been transformed into a state in which it is demanded on
the Internet and its functional aspects are limitless. The Internet requires the individual
to have, from a technical point of view, a low-cost and compatible device (a mobile device
or a computer). And it offers users a chance to build a new world which includes reality
because of its technical infrastructure. The user is allowed to enter the unlimited world
that is the Internet, under the internet protocols and when technical requirements are
met. While browsing the internet, information from every part of the world can be
accessed quickly through a few keywords. Also, the social networks created by social
groups, allow users to chat with each other, share a variety of things including private
life. Cyber communities have emerged especially since the Internet is mostly used for
social media. Social media users, by becoming members of these groups, have been able
to exchange ideas with those who have a common worldview which creates a public
sphere. These groups can be political, environmental, on animal rights, book clubs and
many more. In the 21st century in particular, as opposed to the one-sided and artificial
information flow that is disseminated by the conventional mass media(mainstream
media, dominant media, monopoly media), information gathered from social media and
joined groups makes the user feel freer. The Internet, with its democratic conditions and
its structure becoming a discourse area/showcase, continues to attract people. When we
look at today’s consumer and industrial technologies, many tools and devices are
controlled via the internet. Even televisions, the most famous medium, are designed to
have internet access and now when the viewer is not satisfied with the channels on the
television, there is internet access to various integrated applications or Youtube.
However, over the years, the television has been used as a tool to put the viewer in a
passive position and make it impossible for him/her to intervene. The demand for the
Internet and its limitless nature has damaged the structure of the traditional narrative
structure of the television. The audience’s passive stance nearly eighty years on television,
90 years on radio and one hundred and fifteen years on the cinema have changed in
approximately 5-10 years with new media. Tne individual has become active and the
media has become a part of his/her life.

S. Çöteli
Social media users acquire digital identities by creating their own profiles and they
represent themselves in the virtual world with this identity. Identities are important for
individuals to interact with other users, to be followed and to get likes. Digital IDs are
used as showcase and individuals built their identity the way they want to reflect
themselves. The result of an identity is a quantitative superiority thanks to the friends
list created by the identity and the number of likes. Digital IDs gain power through
numbers and connections with other identities. Digital identities are the real identities
and physical self is not important in the cyberspace but the cyberspace has a big
importance for the physical self (Bauman, 2005, p. 28). Digital identity is an artificial
identity that an individual builds for him/herself as a break from the real world. In the
cyberspace, the real thing is virtual, so that established relationships are independent
and completely different from the real world. The basis of the established relationships
are the photos or posts that are displayed on a digital identity’s showcase(social media).
Social media profiles also allow the real world relationships to transfer into the cyber
world. The individual participates in social groups and members of the group with his/her
digital identity, and while getting the chance to meet the group members and have new
relationships, he/she also acquires a new place where he/she can feel belonged even if it
is virtual.
Digital culture is under the influence of constant change, just like the popular culture,
which is the dominant culture. This change is necessary for the sustainability of the
digital world capital. For the sake of sustainability, the internet creates new stars and
these stars act as a guide to the other digital identities. This, in the context of popular
culture on the cycle of production and consumption, is the recreation of opportunities for
promotion, advertising, status and value, purchasing, carried out through “product
marketing and consumption” (Erdoğan, 2004, p. 5). Digital practices enforced by digital
culture producers in an incentive behavior with the illusion of popularity are similar to
the embracement and the spread of popular culture products. The only difference between
is being concrete or abstract concepts. Their behaviors are produced by the cultur industry
by using the codes for the digital world. Individuals can do the things that they cannot do
in the real world in the cyberspace. According to Goffman; how others perceive them is
very important for individuals and they create identities that they think others would find
pleasant and acceptable (Yetişkin, 2016, p. 39). The identities represented by the social
media accounts may differ from the identity that the individual has in his/her real life.
The main reason for this is the spatial and communicative differences. individuals build
their identity according to the environment they are in. according to Weeks, identity is a
feeling of belonging somewhere and is about what makes some people different from
others (Weeks, 1990, p. 88). Identity within the social relationships system is under
constant development with meaning and experience. The individual searching for
socialization tries to integrate with the ideals and codes of behavior that the social
structure he/she feels belongs to has. During his/her efforts, the individual develops a
social identity. Digital identity is also created in the same way his/her real-world identity
is created according to the group that the individual is a member of. The most significant
difference between them is visibility. Identity is created according to the codes of real-life
which is experienced through sense organs. Digital identity is created through the
individual’s image in the cyberspace. Transfering the weaknesses and the unpopular sides
of the real-world identity to the cyberspace are important in terms of the construction of
digital identity. Through this process, the digital identity becomes the reviewed and
edited version of the identity created for the real world. Usage and discursive differences

caused by the technological infrastructure of social networks also create alterations on
the individual’s digital identity. This causes individuals to build different digital IDs for
Facebook(a space for display and image) and Twitter(a space for discourse). For example,
an individual can travel a lot and create his digital identity as a social individual, and
another individual can create his identity to talk on the topics such as philosophy,
economics, politics.
What digital culture is spreading across is not just codes of behavior. It also encourages
individuals to create the tools they need themselves (DIY/Do It Yourself). Web pages,
Youtube channels and other social networks (excluding business networks) have
instructional “do it yourself” posts on hobby and makeup products, production of
household goods, and in many more areas. We can see that even though they are the
newest and fastest generations of the consumer society, particularly digital natives who
have got used to using their own home products and the Y generation have adapted to but
have a desire to get rid of the monopolistic capitalism. Although its elements are diverse,
the popular culture or the mass culture’s desire to create a common code for perception
and act also applies to the digital culture. The internet has become a dynamic element of
global capitalisms (Dahlgren, 2005, p. 151). Digital culture is diversified with different
technological products for each platform to search for traces of another culture or is to be
delivered to the each has different cultural names might not be such a condition. It is
important that a culture should not seek a precondition, such as the presence of common
characteristic points, because it does not mean that all the individuals in that culture act
or behave in a similar manner and that a number of emerging applications would make
more progress than the previous ones (Deuze, 2006, p. 70).
Although each of the game consoles, simulations and social networks that are
interspersed within the digital culture have different cultural codes at the microscale,
they have rooted partnerships at the macro level. To examine and understand the role of
the (new) media and people’s take on the digital culture, there are two components that
can be used, p. people and technology (Deuze, 2006, p. 70). What do people do with
technology (communication technologies) and what do communication technologies
manufacturers want people to do with it? As mentioned earlier, communication
technologies manufacturers use it explicitly to manipulate users’ actions. The new
patterns of behavior are generated and these reinforce the digital culture. The emergence
of a worldview that is the new behavior codes and habits as fragmented, edited, linked
and connected to the internet, is a part of the digital culture. Access to the internet and
other applications and their increasing use also function as digital culture accelerators or
boosters and therefore they are also a part of the digital culture (Deuze, 2006, p. 71).
Deuze compresses the key elements of digital culture into three concepts, p.
Participation, Remediation, and Bricolage (Deuze, 2006, p. 72). Citizenship identity on
the western pluralist democracy tends to move from passive citizenship based on rights
towards observant and volunteer citizenship. This change in the process from the mid-
20th century to the beginning of the 21st century has revealed a citizen concept that has
become increasingly eager to voice his/her concerns and demand his/her place in society.
Wellman mentions the relationships the in the 20th century, “glocalization” “the
combination of global and local connectivity” interaction in the workplace and community
groups points to the relations and based on glocal thanks to the individuals’ relationships
communication networks based on distances to eliminate.
Besides, the internet and its exclusive social networks have been designed for
individuals to participate. News published by the news media is being improved by the

S. Çöteli
participation of social networks. The improvement according to digital culture is to be
buried deeply in the system, perhaps by attributing it to its own definition of working in
and out of the system of legitimacy and credibility, and of reforming it from within the
system.
Bricolage means to deal with a collection of heterogeneous tools and materials that are
being rearranged and made suitable for use for other purposes to solve a problem. There
is no need to know clearly what will be the end result of a bricolage research. The project
and its components take shape gradually over time. Bricolage includes collected tools and
studies. Materials, outcomes of previous projects and products and obtained without a
certain purpose, collected not in a particular time and kept just in case one day they might
be helpful can be used for a “leftovers” bricolage. A typical bricolage environment includes
continuous rearranging, p. bricolage tools and studies are not limited to just usage, also
expertise is required to utilize and match these materials and tools.
Digital culture is technologically determined and supervised so that it is becoming
increasingly norm and commonplace to watch and follow each other through the
interaction relations observed (Yetişkin, 2009, p. 21). It was mentioned that the digital
culture creates its own stars for the sake of sustainability. Following practice, which has
become a norm, is formed through these stars. These stars are coded as carriers of the
virtual world culture and create pressure on the followers to be like them. This pressure,
according to the amount of self-confidence the individual has, also influences the
individual’s attempt to become or not become an Internet star. This incentive world’s most
obvious setup is Instagram. Instagram’s explore page, where everyone from celebrities
and Instagram stars to ordinary individuals’ posts are shown randomly, both keeps the
ordinary users interested in the app and make them feel like they are on the same level
with Instagram stars and celebrities.
Broadcasting organizations who use traditional mass media, which endorse their
political views, do not give the information to the viewers in a direct, uncensored and
unedited manner. According to Habermas, the political press’ arguments hinder the
rational and critical arguments on this topic (Demircan, 2016, p. 146). In the mediatic
public sphere, media contents that are processed through political and cultural ideologies
are presented as ready-to-consume for the viewer and have a significant influence on
them. While the opposing public and alternative media are working hard to protect
themselves and socialization from these destructive influences, the dominant discourse is
insistent. However, we need to state that the expectations of the opposite public areas
consist of the information in the public domain to be democratic and be transferred
directly with no editing. Because the opposite publics, who are aware of their
responsibility as mass media to be truthful, completely refuse the alteration of
information. In this sense, the internet, which has the power to organize public demands
and transform it into an effective public opinion, is an important motivating factor for the
proactive attitude of the public, that is, to come to the point of pressuring for their
demands (Köse, 2007, p. 271). The internet, which is seen as an alternative broadcast
source, is seen as a forum where people form partnerships where they express themselves
without censorship. There are many ways that individuals can express themselves
through social media. New but virtual social platforms created a mediatic public sphere
where individuals are able to produce themselves. When the mediatic public sphere’s
responsibility for democratization is disabled, the need of changing the traditional mass
communication tools with new ones emerges so as to search for a new media and to make
the democratic citizen participation possible. This search continues until a high number

of citizen participation is possible and broadcast media, independent from centralized
control, appear. Today, the internet and its exclusive social networks meet this need. On
the other hand, the internet has changed the traditional forms of communication and has
developed its own language and culture. Citizen journalism, one of the Internet’s
contributions to the traditional media, usually includes pictures, audio, and videos. Photo
and video contents of an event posted on the internet by a citizen are usually used by the
press. On the other hand, traditional media follow and try to adapt the most watched
contents on the internet entertainment platforms like Youtube to the traditional media
formats. But due to the most important difference being in the format of the participation
of citizens, the two media format will not be able to pass beyond the partnership phase.
In this partnership, the new media do not feel the need to benefit from the traditional
media; however, the traditional media has to benefit from the new media. Otherwise, it
loses its currentness. Another important difference is; while the traditional mass media
consists of institutionalized broadcast groups and institutionalized information, the new
media is a field that also allows independent and citizen participation. The information
in this area also emerges through citizen participation. The information production of this
area comes from a variety of sources. Resources are mostly produced by individual users,
but a small amount of resource is produced by institutional structures for advertisement
purposes.
Social media emerges as a structure that has the characteristics of newspapers, radio,
and television as well as the development of internet-mediated information and
information technologies, and can even incorporate more in its own technological context.
This change has undergone a transformation again with the widespread use of
audiovisual media. With the developments on the internet technology since Web 2.0 and
the social media that allow users to chat online, the idea of public space has entered a
new phase. Social media has created a versatile communication environment that
traditional media cannot provide to its users, as a social sharing and conversation
environment that is as easy to use as a television. parallel to the public formed by the
mass media, social media has also formed its public and every individual has the
opportunity to share their opinion there. At this point, social media creating public is
important, because the social media is more successful than the traditional media on
citizen participation, which is one of the principles of democratic life. Citizen participation
and creating anonymous identities becoming easier with the internet and with the status
difference completely disappearing or decreasing to a minimum level allow users to be
dragged into a new acculturation format.
Because of the technological developments; social, cultural and everyday life are being
reconstructed through new technologies. Some researchers describe social networks as
web-based environments that promote mutual interactions of people, increase the sharing
of individuals with common interests, and give everyone the opportunity to create their
own personal profile and a friends lists they want to communicate with (Akyazı & Ünal,
2013, p. 3).
The most appealing side of social networks is that it is easy to post on. The speed of
information dissemination is incredibly high-speed thanks to the liking, posting,
reposting and instant notification options and depending on the profile characteristics.
The speed of sharing on social networks is much higher and effective than the information
shared over e-mail. Social networks encourage users to constantly share their own lives.
In addition, features such as tagging and greeting messages on the social network (like
‘what do you think’ or ‘say hello to your friends’) encourages the user to share something

S. Çöteli
on social media. The form of sharing is similar to saying “I am here too” (without making
any generalization). Individuals want to show their presence in the digital world, to share
their real-world experiences by posting on social media. The idea here can be that
individuals have an existential need for approval (Baştürk, 2016, p. 278). While the
individual continues to be present on social media by sharing and so on, their activity is
being recorded and stored.
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

can interact with its followers -within the digital world. The conventional media, however,
continues on its way with the stars it has created and it is not easy to reach them. The
conventional media format has fewer options than the digital media and a one-sided
broadcast principle. In this sense, social media has created their own stars. The
encouragement that individuals get by being side-by-side on the same platform with
conventional or internet celebrities may affect their digital identity creation process.
Ordinary digital identities are now reaching a size that can affect the culture. Digital
identities created by individuals in a virtual world has created a consequent imperialistic
effect and has led to serious changes in culture by affecting the real life. 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 being led by a common digital culture.
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University of Hawai‘i at Hilo HO HO NU 2014 Vol. 12
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
52
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
53
seemingly welcoming one – to young adults trying to

make their way through college.
In conclusion, the effects of social media on
college students are mixed; with the good comes the
bad and vice versa. While there are definite downsides
(anxiety, procrastination, and lowered self-esteem,) there
are also strong benefits (self-affirmation, stress release,
and easier ways to communicate) and therefore, there
are no definite rules about how social media should be
handled. Only the ability to self-regulate the amount of
time spent on these sites each day can determine the
effects on the social and educational aspects of the life
of the average college student. The issue is not the tool,
but how the tool is used.
Works Cited
Dias, John “How Social Networking Websites Effect
College Students Study Habits” YouTube. 23
November, 2009. Web. 01 November, 2013.
Hancock, Jeffrey T.; Toma, Catalina L. “Self-Affirmation

Underlies Facebook Use” Society for Personality
and Social Psychology. 28 January, 2013. Web. 22
November, 2013.
Imgur. “Frequently Asked Questions” Imgur. 2013. Web.
2 December, 2013.
Jelenchick, Lauren A.; Eickhoff, Jens C. PhD; Moreno,

Megan A. M.D. “Facebook Depression? Social
Networking Site Use and Depression in Older
Adolescents” Journal of Adolescent Health. 23
May, 2012. Web. 22 November, 2013.
Medical News Online “Social Media Addiction”
YouTube. 14 December, 2012. Web. 01 November,
2013.
Nguyen, B.N “The Effects of Social Media on College

Students” YouTube. 22 April, 2013. Web. 01
November, 2013.
Wang, Qingya; Chen, Wei, and Liang, Yu “The Effects
of Social Media on College Students (2011)” MHA
Student Scholarship Paper. 11 January, 2011. Print.
01 November, 2013.
Zucker, Gabrielle. “Digital Dependence of Today's

College Students Revealed in New Study From
CourseSmart” Reuters. 1 June, 2011. Web. 01
November, 2013.
54

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International Journal of Computer Applications Technology and Research

Volume 5– Issue 2, 71 - 75, 2016, ISSN:- 2319–8656

Social Media its Impact among the college students

Shabnoor Siddiqui Tajinder Singh

Keywords: social media, business, society, youngsters, education.

1. INTRODUCTION Teachers as well as for themselves to enhance their

Membership in social networking sites 1.2 Impact of Social Media on Business

• Many of the students who do not take an interest

• Teachers may post on social media about class

• It is seen that social media marketing has been

1.2.1 Positive Effect of Social Media on Business

• Social Media helps to better understand their

1.2.2 Negative Effect of Social Media on Business

• In business filed social media is not entirely risk

1.3.1 Positive Effects of Social Media on Society

• Social media provides awareness among society like

Online SecondLife.com 61% of online youth

• In a Critical Development period youngsters also go

• Youngsters can look to social media for getting the

© IAEME Publication Scopus Indexed

AN ANALYSIS OF SOCIAL MEDIA

https://iaeme.com/Home/journal/IJM 4216 editor@iaeme.com

SOCIAL MEDIA: AN OVERVIEW

https://iaeme.com/Home/journal/IJM 4217 editor@iaeme.com

SOCIAL MEDIA NETWORKING BENEFITS

SOCIAL NETWORKING: RISKS

https://iaeme.com/Home/journal/IJM 4218 editor@iaeme.com

SOCIAL MEDIA: TYPES AND WEBSITES

CONCEPT OF SOCIAL NETWORKING SITES

INTERNET AND SOCIAL MEDIA USAGE

https://iaeme.com/Home/journal/IJM 4219 editor@iaeme.com

INDIA – SECOND LARGEST INTERNET USER BASE GLOBALLY

STATEMENT OF THE RESEARCH PROBLEM

https://iaeme.com/Home/journal/IJM 4220 editor@iaeme.com

STATISTICAL DATA USED FOR DATA ANALYSIS

AN ANALYSIS OF SOCIAL MEDIA USAGE

How much time do you spend on social media? (Per day)

https://iaeme.com/Home/journal/IJM 4221 editor@iaeme.com

When do you access social media?

https://iaeme.com/Home/journal/IJM 4222 editor@iaeme.com

Table: 5 ANOVA table of use of Social Media Marketing

https://iaeme.com/Home/journal/IJM 4223 editor@iaeme.com

https://iaeme.com/Home/journal/IJM 4224 editor@iaeme.com

https://iaeme.com/Home/journal/IJM 4225 editor@iaeme.com

https://iaeme.com/Home/journal/IJM 4226 editor@iaeme.com

IMPACT OF SOCIAL MEDIA ON COLLEGE

¹ Dr. Rajesh Kundu, ² Priya

II. LITERATURE REVIEW :-

1. What Percentage of used time to students spend on time?

V. FINDINGS OF THIS STUDY

Categories Frequency Percentage ( %) Cumulative%

1 – 5 Hours 90 76.3 76.3

5 – 10 Hours 20 16.9 93.2

10 – 15 Hours 6 5.1 98.3

>15 Hours 2 1.7 100

No. of students ( in%)

No. of students ( in%)

Fig1. Time spent on social media per day

No. of students ( in%)

No. of students ( in%)

Figure 2. Analysis of Impact of social media

You tube 1 0.9

Figure3. Analysis of mostly used social media platform

VI. LIMITATIONS OF THIS STUDY :-