CULTURAL IMPACT ON INDIAN ADULT BY USING SOCIAL SITES

Abstract

The current study is an attempt to find the answer to the effect and impact of social networking sites in socialization, entertainment self-status quest and knowledge search on Indian young adults. In recent years, social networking sites have developed rapidly worldwide, also in India. These sites have penetrated their users' daily lives easily and profoundly. In India, social networking sites such as Facebook, YouTube and Orkut are more popular sites and are also part of Indian adults' everyday lives. There is no question that jobs, marketing; personal development, knowledge sharing, and entertainment are generated by these social networking sites. However, little is known about the influence of culture and sex on Indian adults. The present study explores the effect of culture and gender on why Indian people use social networking sites, based on a cross-sectional survey of 450 Indian young adults.