IMPACT OF SOCIAL NETWORKING SITE ON YOUNG INDIAN

Abstract

There is no question that jobs, marketing, personal development, knowledge sharing, and entertainment have been 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. 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.