Cultural Impact and Gender on Indian Young Adults in Using Social Networking Sites
Journal Title: International Journal of Interdisciplinary and Multidisciplinary Studies (IJIMS) - Year 2014, Vol 1, Issue 7
Abstract
The present research is an attempt to find the answer the impact and effect of social networking sites on Indian young adults in socialization, entertainment self-status seeking and information seeking. Social network sites have grown rapidly in recent years across world even in India too. These sites have quickly and deeply penetrated its users‟ everyday life. In India social networking sites like Facebook, YouTube, Orkut are more popular sites and also become part of daily life of Indian adults. There is no doubt these social networking sites have provides employment, marketing, personal growth, sharing of information, and entertainment. Yet little know about the impact of culture and gender on Indian adults. Based on a cross-sectional survey of 450 Indian young adults, the present study examines the impact of culture and gender on why Indian individuals use the social networking sites. The present study found that consistently interdependent self-construal can predict the four motives for Indian young adults to use social networking sites: socialization, entertainment, self-status seeking and information seeking. The study also found that the gender difference in information seeking and self-status seeking; with male adults being higher in self-status seeing and female adults higher in information seeking. Limitations and suggestions for futures research are provided.
Authors and Affiliations
Narasimhamurthy N
Keywords
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