RM Edited

-“IMPACT OF SOCIAL MEDIA IN AHMEDABAD”
I
A
Project Report
On
“IMPACT OF SOCIAL MEDIA IN AHMEDABAD”
Subject: Research Methodology
Submitted to: Prof. Amish Soni
Submitted by:
1. Akanksha Rawat 201700620010268
2. Moolraj Modhvadiya 201700620010257
3. Pranav Mohnot 201700620010259
4. Priyanka Meena 201700620010253
5. Rishit Popat 201700620010264
6. Tarjani Patel 201700620010263
7. Vishwa Shah 201700620010278
Faculty of Management
GLS University
Batch 2017-19
II
Declaration
We student of GLS Institute of Computer Technology hereby declare that we have
successfully completed the project-1 on "IMPACT OF SOCIAL MEDIA IN
AHMEDABAD" in the academic year 2017-18.
We declare that this submitted work is done by us and to the best of our knowledge; no such
work has been submitted by any other person for the award of degree.
We also declare that all the information collected from various secondary and primary
sources has been duly acknowledged in this project report.
III
Acknowledgement
We are glad to express our profound sentiments of gratitude to all who rendered their
Valuable help for the successful completion of this project report titled IMPACT OF
SOCIAL MEDIA IN AHMEDABAD. We would also like to thank our DIRECTOR SIR, for
giving us a peaceful and calm atmosphere to help in our Study and make this report.
PROF. AMISH SONI, who helped us with successful completion of project and gave
Valuable suggestions and opinions for the project. We express our Gratitude to the GLS
INSTITUTE OF COMPUTER TECHNOLOGY for the support and the environment it has
provided us. Our genuine sense of gratitude goes to GLS UNIVERSITY that gave us a
chance to brighten our academic qualification that provided us this opportunity to have a
practical knowledge of relevant fields.
IV
TABLE OF CONTENTS
Declaration III
Acknowledgement IV
CHAPTER PAGE
PARTICULARS
NO. NO.
1 RESEARCH METHODOLOGY 1
1.1 PROBLEM STATEMENT 2
1.2 OBJECTIVE* 2
1.3 SCOPE 2
1.4 LITERATURE REVIEW 2
1.5 BENEFITS 8
1.6 RESEARCH DESIGN 8
1.7 DATA COLLECTION SOURCES 8
1.8 SAMPLE PLAN 8
1.9 BUDGET 9
1.10 SCHEDULE 9
1.11 LIMITATION 10
2 INDUSTRY OVERVIEW 11
2.1 WHAT IS SOCIAL MEDIA 12
2.2 BENEFITS OF SOCIAL MEDIA 13
2.3 LIMITATIONS OF SOCIAL MEDIA 14
3 COMPANY OVERVIEW 15
3.1 FACEBOOK 16
3.2 WHATSAPP 16
3.3 LINKEDIN 17
3.4 TWITTER 18
4 DATA ANALYSIS 20
4.1 ONE VARIABLE ANALYSIS OF QUESTIONAIRRE 21
4.2 TWO VARIABLE ANALYSIS OF CORELATION TEST 42
4.3 HYPOTHESIS TEST 49
5 KEY FINDINGS 53
V
5.1 ONE VARIABLE ANALYSIS OF QUESTIONAIRRE 54
5.2 TWO VARIABLE ANALYSIS- CORELATION TEST 60
6 CONCLUSION 62
7 LIMITATIONS OF STUDY 65
8 RECOMMENDATION 67
9 BIBLIOGRAPHY 69
10 ANNEXURE 72
VI
LIST OF TABLES
CHAPTER TABLE PARTICULARS PAGE

NO. NO. NO.
4 (I) ONE VARIABLE ANALYSIS 21
4 1 MEMBER OF SOCIAL NETWORKING SITES 21
4 2 YEARS OF USING SOCIAL MEDIA 22
4 3 REASON OF USING SOCIAL MEDIA 24
4 4 REACTION WHEN ON A POST/NEWS ON 26
SOCIAL MEDIA
4 5 TIME SPENT ON SOCIAL MEDIA 27
4 6 ACCEPT STRANGERS FRIEND REQUEST ON 28
SOCIAL MEDIA
4 7 SOCIAL LIFE AFFECTED BY SOCIAL 29
NETWORKING
4 8 ACCEPTS FRIEND REQUEST FROM KNOWN 31
PERSONS
4 9 USE OF SOCIAL NETWORKING SITES 32
ADVERSELY AFFECT EDUCATION/ WORK
LIFE.
4 10 VICTIM OF CYBERCRIMES 33
4 11 SOCIAL NETWORKING SITES BUILD 34
RELATIONSHIO ON PERSONAL OR
PROFESSIONAL FRONT.
4 12 FAVOURS FROM SOCIAL MEDIA FRIENDS 36
4 13 KIND OF CONVERSATION WITH FRIENDS 37
4 14 NECESSITY OF FACE TO FACE 38
CONVERSATION
4 15 AGE GROUP 40
4 16 GENDER 41
4 17 OCCUPATION 42
4 (II) TWO VARIABLE ANALYSIS 44
4 1 EFFECT OF SOCIAL NETWORKING ON MALE 44
VII
AND FEMALE
4 2 DIFFERENT AGE GROUP SPENDING TIME ON 45
SOCIAL MEDIA
4 3 VICTIM OF SOCIAL MEDIA ACCORDING TO 47
GENDER
4 (III) HYPOTHESIS 49
4 1 EFFECT OF SOCIAL NETWORKING IS 49
RELATED WITH GENDER
4 2 SOCIAL NETWORKING DO EFFECT GENDER”S 51
EDUCATION/ WORK LIFE
VIII
LIST OF CHARTS
CHAPTER TABLE PARTICULARS PAGE

NO. NO. NO.
4 (I) ONE VARIABLE ANALYSIS 21
4 1 MEMBER OF SOCIAL NETWORKING SITES 21
4 2 YEARS OF USING SOCIAL MEDIA 23
4 3 REASON OF USING SOCIAL MEDIA 25
4 4 REACTION WHEN ON A POST/NEWS ON 26
SOCIAL MEDIA
4 5 TIME SPENT ON SOCIAL MEDIA 27
4 6 ACCEPT STRANGERS FRIEND REQUEST ON 29
SOCIAL MEDIA
4 7 SOCIAL LIFE AFFECTED BY SOCIAL 30
NETWORKING
4 8 ACCEPTS FRIEND REQUEST FROM KNOWN 31
PERSONS
4 9 USE OF SOCIAL NETWORKING SITES 32
ADVERSELY AFFECT EDUCATION/ WORK
LIFE.
4 10 VICTIM OF CYBERCRIMES 34
4 11 SOCIAL NETWORKING SITES BUILD 35
RELATIONSHIO ON PERSONAL OR
PROFESSIONAL FRONT.
4 12 FAVOURS FROM SOCIAL MEDIA FRIENDS 36
4 13 KIND OF CONVERSATION WITH FRIENDS 37
4 14 NECESSITY OF FACE TO FACE 39
CONVERSATION
4 15 AGE GROUP 40
4 16 GENDER 41
4 17 OCCUPATION 43
4 (II) TWO VARIABLE ANALYSIS 44
4 1 EFFECT OF SOCIAL NETWORKING ON MALE 44
IX
AND FEMALE
4 2 DIFFERENT AGE GROUP SPENDING TIME ON 46
SOCIAL MEDIA
4 3 VICTIM OF SOCIAL MEDIA ACCORDING TO 47
GENDER
4 (III) HYPOTHESIS 49
4 1 EFFECT OF SOCIAL NETWORKING IS 50
RELATED WITH GENDER
4 2 SOCIAL NETWORKING DO EFFECT GENDER”S 52
EDUCATION/ WORK LIFE
X
CHAPTER: 1
RESEARCH METHODOLOGY
1
RESEARCH METHODOLOGY
1.1 PROBLEM STATEMENT

1.2 OBJECTIVE OF THE STUDY
1.3 SCOPE OF THE STUDY
1.4 LITERATURE REVIEW
1.5 BENEFITS OF STUDY
1.6 RESEARCH DESIGN
1.7 DATA COLLECTION SOURCES
1.8 SAMPLE PLAN
1.9 BUDGET
1.10 SCHEDULE
1.11 LIMITATION
2
1.1 PROBLEM STATEMENT
Impact of social media in Ahmedabad.
1.2 RESEARCH OBJETIVE
 Primary Objective:
 To study about the impact of social media on society
 To study how the social media affects a person’s attitude
 Secondary Objective:
 Conducting a survey from the residents of Ahmedabad to know how social media
plays an important part in their lives.
 Analysing the data collected from the survey.
 Presenting a viable and implementable solution.
1.3 SCOPE OF STUDY
The information and data related to the project will be collected from Ahmedabad city of
Gujarat.
1.4 LITERATURE REVIEW
1) Cox &Rethman (2011) Social media can be defined as forms of electronic

communication through which user can interact among people freely and can share,
exchange and discuss the Information, ideas, personal message and other content
between each-other such as using a multimedia messages, personalwords, pictures,
video and audio, and utilizes online platform only by connecting to the Internet.
Bhatt, A., &Arshad, M. (2016). Impact of WhatsApp on youth: A Sociological Study.
IRA-International Journal of Management & Social Sciences (ISSN 2455-2267), 4(2),
376-386. doi:http://dx.doi.org/10.21013/jmss.v4.n2.p7
2) Tsai and Lin (2012) suggest that Internet addiction is an important concern among
adolescents. In their study of 700 Taiwanese high school students, 88 were deemed
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Internet addicts according to the Internet Addiction Scale which conducted for high
school students in Taiwan (IAST). Current research indicates that ego-identity
achievement in middle school students is negatively related to pathological and
extreme Internet use. This research says that these students are getting addicted to
internet which is the serious problem for the adolescents in present age.
3) Dr.AvniManiar and Ms.AnnalModi university of Baroda, Gujarat (2013)

A mini research was conducted on 30 collage going students of Baroda. The findings of
this study revealed that high majority of them possess smart phones and Giga byte
Internet plan. All of them usedWhatsapp for chatting with their contacts. They also used
this application for sharing audio and videofiles. The purpose behind using this app was
keeping connectivity between their friends and relatives.Hence, this application is
popular amongst in users.
4) Another study entitled “Smartphone application us age amongst students at a South

African University”, done in the year 2012, assesses the usage of Smartphone
applications specifically social networking applications amongst the users in South
African University. The study proved that students remain online for 16 hours a day
and spends an average of 5 hours per day on their smart phones interacting with
others through social networking applications.
AshishSharma.&Aditya Kumar Shukla. (2016). IMPACT OF SOCIAL MESSENGERS
ESPECIALLY WHATSAPP ON YOUTH: A SOCIOLOGICAL STUDY.
IJARIIE-ISSN (O)-2395-4396
5) An article of Times of India Online newspaper dated June 16, 2013, covered a survey,
which was conducted by Tata Consultancy Services in the years 2012-2013. The
target group of this survey was 17,500 high school students of age around 14-15 years
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across 14 Indian cities. The result shows that almost 70% of the students possess
smart phones and have started utilizing the full potential of smart phones.
Tata Consultancy Services (TCS). (2013).Indian youth prefers WhatsApp, Facebook over
SMS, calls: Survey.https://www.gadgetsnow.com/social/Indian-youth-prefers-WhatsApp-
Facebook-over-SMS-calls-Survey/articleshow/20614937.cms?
6) Beth Kanter and Allison Fine state in The Networked Nonprofit, “We need nonprofit
organizations, but we need them to become different, better, and more effective at
engaging supporters and addressing social problems than they have been”
(2010, p. 18)
Calkins, Andrew M., "LinkedIn: Key Principles and Best Practices for Online Networking &
Advocacy by Nonprofit Organizations" (2013). The Julie Belle White-Newman MAOL
Leadership Award.Paper 12.http://sophia.stkate.edu/maolhonors
7) According to Putnam, “Many Americans continue to claim that we are ‘members’ of
various organizations, but most Americans no longer spend much time in community
organizations – we’ve stopped doing committee work, stopped serving as officers,
and stopped going to meetings” (2000, pp. 63-64).
8) Chan-Olmsted, Moonhee, &Sangwon (2013) researched the trends those heavily

involved in social media use. The study concluded that the top four reasons/ways
people use social media is for participation, conversation, connectedness, and
community. These are all aspects of real life that individuals strive to achieve, and
social media provides a very accessible platform to do so online.
Clements, Chris, "Snapchat's Ability to Build and Maintain Friendships" (2016).Theses,
Dissertations &Honors Papers.Paper 393.http://digitalcommons.longwood.edu/etd
9) Jenson &Sørensen (2013) were intrigued by the value of friendships that exist in
social media. An online friend can be very different than a friend in real life. Their
study showed that older users tend to use social media to connect with their strong
ties, like family, and close core friends. Younger people on the other hand tend to
connect with people that they do not have close personal relationships with in real
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life. Younger justify this by seeing these friends as valuable in the future for
networking opportunities.
10) The tools and approaches for communicating with customers have changed greatly
with the emergence of social media; therefore, businesses must learn how to use
social media in a way that is consistent with their business plan (Mangold and Faulds
2099).
Paquette, Holly, "Social Media as a Marketing Tool: A Literature Review" (2013).Major
Papers by Master of Science Students Paper 2.http://digitalcommons.uri.edu/tmd_major_papers/2
11) There are some basic features necessary for a website to meet the requirements as a
social network website: the site must contain user profiles, content, a method that
permits users to connect with each other and post comments on each other’s pages,
and join virtual groups based on common interests such as fashion or politics. (Gross
&Acquisti, 2005; Ellison, Steinfield& Lampe, 2007; Lenhart& Madden, 2007;
Winder, 2007; Boyd & Ellison, 2007 as cited in Cox 2010).
Papers by Master of Science Students Paper 2.
http://digitalcommons.uri.edu/tmd_major_papers/2
12) In the era of the 24-hour news cycle, the traditional once-a-day press conference
featuring talking heads with a bunch of fancy titles has to be revamped and
supplemented with Twitter posts, YouTube videos and the like. The public needs to
be engaged in conversations and debate about issues of public health, they don’t need
to be lectured to.” -Andre Picard, The Globe and Mail, June 9, 2010
LITERATURE REVIEW ON EFFECTIVENESS OF THE USE OF SOCIAL MEDIA A
REPORT FOR PEEL PUBLIC HEALTH
https://www.peelregion.ca/health/resources/pdf/socialmedia.pdf
13) Kuan-Yu Lin and His-Peng Lu (2011) applied network externalities and motivation
theory to understand the usage of Social Networking Sites among college students.
After conducting an empirical research involving 402 samples, using Structural
Equation Modelling (SEM) Approach, Lin and Lu (2011) found that “Enjoyment”
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was the most influential factor for the increasing usage of Social Networking Sites
among the college students.
http://shodhganga.inflibnet.ac.in/bitstream/10603/72639/7/chapter%202.pdf
14) Coyle and Vaughn (2008) in their study examined the literature on Social Networking
Sites and conducted a survey on how college students are engaged in social
networking. They found that the main purpose of using Social Networking Sites is to
keep in touch with friends. They also indicate that these are used for merely trivial
communication with friends. These sites are simply new form of communication that
is evolving over time with the aid of technology.
15) Social media and mobile Internet have created a new communication channel that is
mutually used to enhance communications between a company and its consumer; this
has been labeled as “digital channels” (Edelman, 2010).
Talita Da Silva & Anna Friberg.”A Literature Review of the Field of Social Media in
Retail”Halmstad University 2017.
http://hh.diva-portal.org/smash/get/diva2:1076196/FULLTEXT01.pdf
16) Cardoso and Pinto (2010) affirmed that consumers consider shopping to be a social
activity and an opportunity to socialize with others. By understanding this aspect of
shopping and its social motives, the connection between social media and retail is
fully supported.
Talita Da Silva & Anna Friberg.”A Literature Review of the Field of Social Media in Retail
”Halmstad University 2017.
17) Jayme, Waddington (2011); It concluded that Social networking among adolescents is
not just a fad; it is part of their culture. While social networking can expose teens to
danger, they are exposed to the same dangers in real life as well. A parent or teacher
cannot expect a teen to abandon the internet and be able to thrive in modern society as
computers, technology, the internet, and social networking is utilized in all aspects of
modern life, even in the workplace. This is why social networking should not only be
included as a valuable tool to enhance the classroom but should also be utilized as an
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opportunity to teach students the skills that ensure safe and enriching use of social
media.
(Kalia, March 2013 )http://iie.chitkara.edu.in/pdf/papers/mar_2013/03_IIE.pdf
18) Schill (2011) states that the social media sites encourage negative behaviour for teen
students such as procrastination (catching up with friends), and they are more likely to
drink and drug. However, every day, many students are spending countless hours
immersed in social media, such as Facebook, MySpace, World of Warcraft, or Sim
City.
Wang, Qingya; Chen, Wei; and Liang, Yu, "The Effects of Social Media on College
Students" (2011).MBA Student Scholarship.Paper 5.
http://scholarsarchive.jwu.edu/mba_student/5
19) Although, providing a detailed perspective on social media use among university
students and underscoring that such use can produce both positive and negative
consequences, according to a Nielsen Media Research study, in June 2010, almost 25
percent of students’ time on the Internet is now spent on social networking websites
(Jacobsen, &Forste, 2011).
Students" (2011).MBA Student Scholarship.Paper 5.
http://scholarsarchive.jwu.edu/mba_student/5
20) Smock, Ellison, Lampe, and Wohn (2011) analysed the reasons people use Facebook
through the uses and gratification model. Among the reasons they found were for
social interaction, professional advancement, and entertainment.
Thoene, Whitney Sue, "The Impact of Social Networking Sites on College Students'
Consumption Patterns" (2012). Theses, Dissertations and Capstones Paper 245.
http://mds.marshall.edu/etd
21) Social media sites are being used for marketing research by both companies and
customers (Casteleyn, Mottart, and Rutten, 2009); in addition, customers obtain
investigate companies and brands on social media websites (Barnes, 2008).
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1.5 BENEFITS OF THE STUDY
The benefits of this study are:

 The reasons of using social media.
 Awareness about the legitimacy of posts/news on social media.
 Pros and Cons of social media.
 Create awareness on effective uses of social media.
1.6 RESEARCH DESIGN
Descriptive research design will be used because it provides all the opportunities to
cover all the aspects that are required to conduct the research.
1.7 DATA COLLECTION SOURCES
Primary Data Collection: Questionnaire and Observation.

Secondary Data Collection: Online research papers and blogs.
1.8 SAMPLE PLAN
 POPULATION
Population is people using social media in Ahmedabad.
 SAMPLE SIZE
A sample of 150 will be chosen for the purpose of study.
 SAMPLE TECHNIQUE
The sampling technique that will be used for the purpose of the study would be
Convenience Sampling.
 SAMPLE UNITS
Sampling units would be in the age group of 15 to 45 and above years in Ahmedabad.
 RESEARCH TOOL
Excel 2013 software are used for data analysis.
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 HYPOTHESIS
 H0: Users of social media are not based on age.
Ha: Users of social media are based on age.
 H0: Social media does affect a person’s educational/work life.
Ha: Social media does not affect a person’s educational or work life.
 H0: People are not comfortable with face-face conversation due to social media.
Ha: People are comfortable with face-face conversation due to social media.
1.9 BUDGET
Particulars Expenses(in Rupee)
Transportation expenses 500
Stationery expenses 500
Miscellaneous expenses 150
Total expenses 1150
1.10 SCHEDULE
No. Task to be accomplished No of Weeks
1 Exploratory study 6 days
2 Secondary data collection 2 days
3 Study of literature review 1 week
4 Preparation of Questionnaire 3 days
5 First draft report 1 week
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1.11 LIMITATION
 The limitations of this study are:

 Lack of knowledge about the use of social media
 Mind sets of people while filling the questionnaire.
 Less time for this study.
 This study will be done in particularly in Ahmedabad.
11
CHAPTER: 2
INDUSTRY OVERVIEW
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INDUSTRY OVERVIEW
When used properly, social media can be a valuable addition to anyone in their life. Because
of the increasing trend of social media and increasing existence of social media in our life we
have selected this topic to find out the impact of social media on Ahmedabad’s citizen.
2.1 What is social media?
Social media is an internet-based form of communication. Social media platforms allow users
to have conversations, share information and create web content. There are many forms of
social media, including blogs, micro-blogs, wikis, social networking sites, photo-sharing
sites, instant messaging, video-sharing sites, podcasts, widgets, virtual worlds, and more.
Social networking on social media websites involves the use of the internet to connect users
with their friends, family and acquaintances. Social media websites are not necessarily about
meeting new people online, although this does happen. Instead, they are primarily about
connecting with friends, family and acquaintances you already have in real life. The most
well-known social media sites are Facebook, Twitter, Instagram and LinkedIn. These sites
allow you to share photos, videos and information, organise events, chat, and play online
games.
This online social network is useful for spreading information, pictures and videos and
generally staying in touch with people you wouldn’t normally get to interact with all the time.
For example, you can easily set up a Facebook page with details and pictures of an event you
might be planning, such as a school fete. The page allows you to easily send out invitations to
other users of the social media site.
Just like other technology, for example mobile phones, social media is a very effective tool
for connecting with people. However, there are a few privacy and security issues worth
keeping in mind.
Social media is best understood as a group of new kinds of online media, which share most or
all of the following characteristics: -
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PARTICIPATION
Social media encourages contributions and feedback from everyone who is interested in it
And blurs the line between media and audience.
OPENNESS
Most social media services are open to feedback and participation. They encourage voting,
comments and the sharing of information. There are rarely any barriers to accessing and
making use of content – password-protected content is frowned on.
CONVERSATION
Whereas traditional media is about “broadcast” (content transmitted or distributed to an
audience) social media is better seen as a two-way conversation.
COMMUNITY
Social media allows communities to form quickly and communicate effectively.
Communities share common interests, such as a love of photography, a political issue or a
favourite TV show.
CONNECTEDNESS
Most kinds of social media thrive on their connectedness, making use of links to other sites,
resources and people.
2.2 What are the benefits of using social media?
Billions of people around the world use social media to share information and make
connections. On a personal level, social media allows you to communicate with friends and
family, learn new things, develop your interests, and be entertained. On a professional level,
you can use social media to broaden your knowledge in a particular field and build your
professional network by connecting with other professionals in your industry. At the
company level, social media allows you to have a conversation with your audience, gain
customer feedback, and elevate your brand.
2.3 Limitations of Social Networking

1. Perpetuates false and unreliable information
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Just like stated above, anything can spread to millions of people within hours or days on
social media. This also, unfortunately, includes things that are false or made up. This
information can cause panic and severe misinformation in society.
2. Causing major relationship problems
Online social interactions with social networking have not only been starting new
relationships, but ending many others. It is very simple to communicate and share pictures or
plans with a person on social media and keep it completely under wraps. This new temptation
has been driving wedges into people’s real life, offline relationships, often time ending them
for good. Social networking puts trust to the limit.
3. Cyber bullying is a growing problem
Having access to people’s lives at all times is not always a good thing. A new trend of cyber
bullying is wreaking havoc all across the world. This is especially true with young kids. They
are publicly harassing one another, and posting mean or slanderous things which are
broadcasted to the entire cyber world.
4. Used to profile and discriminate in the job world
Just about everyone has a social media account the shows what they look like, the type of life
that they live, and how old they are. Employers are using this to their advantages is some
very unsettling ways. Jobs that are looking for a certain criteria of person, but cannot legally
express these criteria, are using social media to pre-screen their applicants.
5. The addiction is real
One of the biggest problems with the social media craze is that people are becoming more
and more addicted to using it. It is the number one time waster at work, in school, and at
home. All of this has caused people to have literal withdraws from their social networks.
15
CHAPTER: 3
COMPANY OVERVIEW
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COMPANY OVERVIEW
As such impact of social media is itself a broader concept we would give a brief on some of
its major players like Facebook, Whatsapp, LinkedIn and Twitter.
3.1 Facebook:
Facebook is an American for-profit corporation and an online social media and social
networking service based in Menlo Park, California. The Facebook website was launched on
February 4, 2004, by Mark Zuckerberg, along with fellow Harvard College students and
roommates, Eduardo Saverin, Andrew McCollum, Dustin Moskovitz, and Chris Hughes.
The founders had initially limited the website's membership to Harvard students; however,
later they expanded it to higher education institutions in the Boston area, the Ivy League
schools, and Stanford University. Facebook gradually added support for students at various
other universities, and eventually to high school students as well. Since 2006, anyone who
claims to be at least 13 years old has been allowed to become a registered user of Facebook,
though variations exist in the minimum age requirement, depending on applicable local laws.
The Facebook name comes from the face book directories often given to United States
university students.
Starting from the ground Facebook have now achieved the mark of more than 2 billion
monthly active users (June 2017) and is now generating net income of US$10.217 billion
(2016).
3.2 WhatsApp:
WhatsApp, was incorporated in 2009 by Brian Acton and Jan Koum, both former employees
of Yahoo! After Koum and Acton left Yahoo! in September 2007, the duo traveled to South
America as a break from work. At one point they applied for jobs at Facebook but were
rejected. For the rest of the following years Koum relied on his $400,000 savings from
Yahoo!
On February 19, 2014, months after a venture capital financing round at a $1.5 billion
valuation, Facebook announced it was acquiring WhatsApp for US$19 billion, its largest
acquisition to date. At the time, the acquisition was the largest purchase of a venture-backed
company in history. Sequoia Capital received an approximate 50x return on its initial
17
investment. Facebook, which was advised by Allen & Co, paid $4 billion in cash, $12 billion
in Facebook shares, and (advised by Morgan Stanley) an additional $3 billion in restricted
stock units granted to WhatsApp's founders, Koum and Acton.
Until 2017 WhatsApp positioned itself as a solution for a single party with a single
smartphone to communicate with another such party, enabling small businesses to use the
platform to communicate with customers, but not at scale (in a contact center environment,
e.g.). However in September 2017 WhatsApp announced what had long been rumoured, that
they are building and testing new tools for businesses to use WhatsApp:
 A free WhatsApp Business app for small companies and

 An Enterprise Solution for bigger companies operating at a large scale with a global
base of customers, like airlines, e-commerce sites, and banks
3.3 LinkedIn:
LinkedIn is a business- and employment-oriented social networking service that operates via
websites and mobile apps. Founded on December 28, 2002, and launched on May 5, 2003, it
is mainly used for professional networking, including employers posting jobs and job seekers
posting their CVs. As of 2015, most of the company's revenue came from selling access to
information about its members to recruiters and sales professionals. As of April 2017,
LinkedIn had 500 million members in 200 countries, out of which more than 106 million
members are active, LinkedIn allows members (both workers and employers) to create
profiles and "connections" to each other in an online social network which may represent
real-world professional relationships. Members can invite anyone (whether an existing
member or not) to become a connection. The "gated-access approach" (where contact with
any professional requires either an existing relationship or an introduction through a contact
of theirs) is intended to build trust among the service's members. LinkedIn participated in the
EU's International Safe Harbor Privacy Principles.
On June 13, 2016, Microsoft announced plans to acquire LinkedIn for $26.2 billion.[15][16]
The acquisition was completed on December 8, 2016. The transaction resulted in the payment
of approximately $26.4 billion in cash merger consideration.
Soon after LinkedIn's acquisition by Microsoft, on January 19, 2017, LinkedIn's new desktop
version was introduced. The new version was meant to make the user experience seamless
across mobile and desktop. Some of the changes were made according to the feedback
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received from the previously launched mobile app. Features that were not heavily used were
removed.
3.4 Twitter:
Twitter is an online news and social networking service where users post and interact with
messages, "tweets", restricted to 140 characters. Registered users can post tweets, but those
who are unregistered can only read them. Users access Twitter through its website interface,
SMS or a mobile device app. Twitter Inc. is based in San Francisco, California, United States,
and has more than 25 offices around the world.
Twitter was created in March 2006 by Jack Dorsey, Noah Glass, Biz Stone, and Evan
Williams and launched in July of that year. The service rapidly gained worldwide popularity.
In 2012, more than 100 million users posted 340 million tweets a day, and the service
handled an average of 1.6 billion search queries per day. In 2013, it was one of the ten most-
visited websites and has been described as "the SMS of the Internet". As of 2016, Twitter had
more than 319 million monthly active users. On the day of the 2016 U.S. presidential
election, Twitter proved to be the largest source of breaking news, with 40 million election-
related tweets sent by 10 p.m. (Eastern Time) that day.
On February 11, 2015, Twitter announced that it had acquired Niche, an ad network for social
media stars, founded by Rob Fishman and Darren Lachtman. The acquisition price was
reportedly $50 million. On March 13, 2015, Twitter announced its acquisition of Periscope,
an app which allows live streaming of video. In April 2015, the Twitter.com desktop
homepage changed.[80] Twitter announced that it has acquired TellApart, a commerce ads
tech firm, with $532 million stock. Later in the year it became apparent that growth had
slowed, according to Fortune, Business Insider, Marketing Land and other news websites
including Quartz (in 2016). In June 2016, Twitter acquired an artificial intelligence start up
called Magic Pony for $150 million.
19
CHAPTER: 4
DATA ANALYSIS
20
DATA ANALYSIS
4.1 ONE-VARIABLE ANALYSIS OF QUESTIONNAIRE
1) Are you a member of any social networking sites/apps?
Yes No
Are you a member of any social networking sites/apps?

Frequency Percent Valid Percent Cumulative
Percent
Valid yes 157 100.0 100.0 100.0
Interpretation
From the response of individual it was observed that all the 100% of the respondent are the
member of social media.
21
2) The social networking apps/sites used by the respondents-
Chart Title
180
160
140
120
100
80
60
40
20
0
facebook instagram linkedin whatsapp twitter pinterest google+ reddit tumblr youtube flickr
users non- users
From the above chart we can depict that whatsapp has the maximum users of 153. Next what
comes is YouTube and Facebook with 133 users each. Instagram and Google+ are the next
most used social networking sites. While the other networking sites used very less
comparatively.
3) How long have you been using social media?
0 to 2 years 2 to 4 years
4 to 6 years 6 years or more
How long have you been using social media

Frequenc Percent Valid Cumulative
y Percent Percent
0 to 2 years 6 3.8 3.8 3.8
2 to 4 years 34 21.7 21.7 25.5
Valid 4 to 6 years 56 35.7 35.7 61.1
6 years or
61 38.9 38.9 100.0
above
22
Total 157 100.0 100.0
Interpretation
From the response of individual it was observed that 3.82% of the respondents are using
social media within two years.
21.66% of the respondent are using social media between 2 to 4 years.
35.66% of the respondent are using social media between 4 to 6years.
38.55% of the respondent are using social media between 6 years or above.
4) Why do you use social media?
To make friends
For general awareness
For gaming purpose
For entertainment purpose
For business purpose
23
Other ___________________
Why do you use social networking?

y Percent Percent
to make friends 21 13.4 13.4 13.4
For general awareness 43 27.4 27.4 40.8
For gaming purpose 1 .6 .6 41.4
For entertainment
85 54.1 54.1 95.5
Valid purpose
For business purpose 6 3.8 3.8 99.4
others 1 .6 .6 100.0
Total 157 100.0 100.0
24
Interpretation
From the response of individual it was observed that 13.38% of the respondent use social
networking to make new friends.
27.39% of the respondent use social networking for general awareness.
0.64% of the respondent use social networking for gaming purpose.
54.14% of the respondent use social networking for entertainment purpose.
3.8% of the respondent use social networking for business purpose.
6) Do you think social networking sites can be used to build relationships on personal
and professional front?
Yes No
25
Do you think social networking sites can be used to build
relationships on personal and professional front?
y Percent Percent
yes 95 60.5 60.5 60.5
no 10 6.4 6.4 66.9
Valid
maybe 52 33.1 33.1 100.0
Total 157 100.0 100.0
Interpretation:
From the response of individual it was observed that 60.51% of the respondents thinks that
social networking sites can be used to build relationship on personal and professional front.
6.37% of the respondent do not think that social networking sites help to build relationships
on personal and professional front, while 33.12% of the respondent are not sure.
26
7) What do you do when you see a post/news on social media?
Trust blindly Check source
What do you do when you see a post/news on social media?

y Percent Percent
Trust Blindly 13 8.3 8.3 8.3
Check
Valid 144 91.7 91.7 100.0
source
Total 157 100.0 100.0
Interpretation
27
From the response of individual it was observed that only 8.28% of the repondents trust
blindly on the new posts or any news on social networking sites. While 91.72% of the
respondents don’t rely on new posts blindly but they check the proper source.
8) On an average how much time do you spend on social media?
0 to 2 hrs. 2 to 4 hrs.
4 to 6 hrs. 6 hrs. Or more
On an average how much time do you spend on social media?

y Percent Percent
0 to 2 hrs 26 16.6 16.6 16.6
2 to 4 hrs. 50 31.8 31.8 48.4
4 to 6 hrs 51 32.5 32.5 80.9
Valid
6 hrs. Or
30 19.1 19.1 100.0
more
Total 157 100.0 100.0
28
Interpretation
From the response of individual it was observed that 16.56% of the respondent spend
maximum 2 hours in a day.
31.85% of the respondent spend 2 to 4 hours in a day.
32.48% of the respondent spend 4 to 6 hours in a day.
19.11% of the respondent spend 6 or more hours in a day.
9) Do you accept stranger friend requests on social media?
Yes No
Do you accept stranger friend requests on social media?

y Percent Percent
Yes 14 8.9 8.9 8.9
Valid
No 113 72.0 72.0 80.9
29
3 30 19.1 19.1 100.0
Total 157 100.0 100.0
Interpretation
From the response of individual it was observed that 8.92% of the respondent do accept
strangers friend request on social media.
71.97% of the respondent do not accept strangers friend request on social media.
19.11% of the respondent may or may not accept strangers friend request on social media.
10) Does social networking affect your social life?
Yes No
30
Does social networking affect your social life?
y Percent Percent
Yes 59 37.6 37.6 37.6
No 63 40.1 40.1 77.7
Valid
3 35 22.3 22.3 100.0
Total 157 100.0 100.0
Interpretation
From the response of individual it was observed that 37.58% of the respondent thinks that
social media do affect their social life. While 40.13% of the respondent thinks that social
networking or media doesnot affect their social life, and remaining 22.29% of the respondent
are not sure whether social networking affect their social life or not.
31
11) Do you only accept friend requests from known persons on social media?
Yes No
Do you only accept friend requests from known persons on

social media?
y Percent Percent
Yes 118 75.2 75.2 75.2
No 27 17.2 17.2 92.4
Valid
3 12 7.6 7.6 100.0
Total 157 100.0 100.0
Interpretation
From the response of individual it was observed that 75.16% of the respondent accepts friend
request from the known persons, while 17.20% of the respondent accepts friend requests
32
from the unknowns only. 7.64% of the respondent accepts friend request from knowns and
unknowns both.
12) Which is the most occurring cyber-crime you have faced?
Hacking Photos being misused
Fake profiles none of the above
Have you ever been a victim of any of these cybercrimes mentioned below?
y Percent Percent
Hacking 19 12.1 12.1 12.1
Photos being
Misused 15 9.6 9.6 21.7
Valid
Fake profile 62 39.5 39.5 61.1
none of the above 59 37.6 37.6 98.7
Others 2 1.3 1.3 100.0
Total 157 100.0 100.0
33
Interpretation
From the response of individual it was observed that 12.10% of the respondent are the
victims of hacking.
9.55% of the respondent are the victims of misusing of their photos
39.49% of the respondent are the victims of the fake profiles.
37.58% of the respondent are not victims on social media
13) Among the long list of social media friends, to how many of the friends have you
asked for a favour?
0-5 6-10
11-15 15 or more
Among the long list of social media friends, to how many of the friends have you
asked for a favour?

Percent
34
0-5 106 67.5 67.5 67.5
6-10 32 20.4 20.4 87.9
Valid 11-15 9 5.7 5.7 93.6
15 or more 10 6.4 6.4 100.0
Total 157 100.0 100.0
Interpretation
From the response of individual it was observed that 67.52% of the respondent have asked for
favours from maximum 5 social media friends.
21.38% of the respondent have asked for favours from 6 to 10 social media friends.
5.73% of the respondent have asked for favours from 11 to 15 social media friends.
6.37% of the respondent have asked for favours from 15 or more social media friends
35
14) What kind of conversation would you like to have with your friends?
Online communication Face to face conversation
What kind of conversation would you like to have with your friends?
y Percent Percent
Online communication 32 20.4 20.4 20.4
Face to face
Valid 125 79.6 79.6 100.0
communication
Total 157 100.0 100.0
Interpretation
From the response of individual it was observed that 20.3% of the respondent prefer online
communication, while 79.62% of the respondent prefer face to face communication
36
15) Has the use of social networking sites adversely affected your education/work life?
Yes No
Has the use of social networking sites adversely affected

your education/work life?
y Percent Percent
yes 69 43.9 43.9 43.9
no 48 30.6 30.6 74.5
Valid
3 40 25.5 25.5 100.0
Total 157 100.0 100.0
37
Interpretation
From the response of individual it was observed that 43.95% of the respondent think that
social networking sites adversely affect their education and work life.
30.57% of the respondent think that social media networking sites do not affect their work
and education.
25.48% of the respondent thinks that social networking sites may or may not affect their
education and work life.
16) Do you feel it is necessary that people should not have face-face conversation?
Yes
No
Do you feel it is necessary that people should not have face-

face conversation?
y Percent Percent
yes 34 21.7 21.7 21.7
no 103 65.6 65.6 87.3
Valid
maybe 20 12.7 12.7 100.0
Total 157 100.0 100.0
38
Interpretation
From the response of individual it was observed that 21.66% of the respondent do feel that
people should not have face to face conversation. 65.61% of the respondent thinks that people
should have face to face conversation, while 12.74% of the respondent are not sure whether
to communicate face to face or not
18) Age Group:
15 years & below 15 to 30 years
30 to 45 years above 45 years
39
Age Group
Percent
15 years & below 2 1.3 1.3 1.3
15 to 30 years 144 91.7 91.7 93.0

Valid
30 to 45 years 6 3.8 3.8 96.8
above 45 years 5 3.2 3.2 100.0
Total 157 100.0 100.0
40
Interpretation
From the response of individual it was observed that 1.3% of the respondent are below 15
years of age.
91.72% of the respondent are between 15 to 30 years of age.
3.82% of the respondent are between 30 to 45 years of age.
3.18% of the respondent are between 45 and above.
19) Gender: Male Female
Gender
Percent
Male 89 56.7 56.7 56.7
Valid Female 68 43.3 43.3 100.0
Total 157 100.0 100.0
41
Interpretation
From the response of individual it was observed that 56.96% of the respondent are male and
43.31% of the respondent are female
20) Occupation:
Student Business
Job/professional House-maker
Occupation
y Percent Percent
Student 111 70.7 70.7 70.7
Business 9 5.7 5.7 76.4
Job/professiona
Valid 33 21.0 21.0 97.5
l
house-maker 4 2.5 2.5 100.0
Total 157 100.0 100.0
42
Interpretation
From the response of individual it was observed that 70.70% of the respondent are the
students.
5.73% of the respondent are doing business
21.02% of the respondent are doing job/professional.
2.55% of the respondent are house-maker.
43
4.2TWO-VARIABLE ANALYSIS
1) DOES SOCIAL NETWORKING AFFECTS SOCIAL LIFE
Gender * Does social networking affect your social life?

Count
Does social networking affect your Total
social life?
Yes No maybe
Male 34 40 15 89
Gender
Female 25 23 20 68
Total 59 63 35 157
44
Interpretation
As we can see from the above chart that more number of males are affected more from social
networking in their social life.
21.66% of male responded positively that their social life is affected by social networking
while, 15.92% females responded in favour that their social life is affected by social
networking. Although considering only the male responses it was observed that 25.48% of
male respondents said that their social life is not affected by the social networking.
2) Different age group spending time on social media
Age Group * On an average how much time do you spend on social media?
Count
On an average how much time do you spend on social Total
media?
0 to 2 hrs 2 to 4 hrs. 4 to 6 hrs 6 hrs. Or
more
15 years &
0 1 0 1 2
below
Age
15 to 30 years 23 45 49 27 144
Group
30 to 45 years 1 3 0 2 6
above 45 years 2 1 2 0 5
Total 26 50 51 30 157
45
Interpretation
From the above chart we can depict that respondents falling in between the age group pf 15-
30 were spending comparatively more time on social networking than the other age groups of
the respondents.
While the age group of 15 and below were spending the least time on social networking.
46
3) Victim of social media according to gender
Gender * Have you ever been a victim of any of these cybercrimes mentioned below?
Count
Have you ever been a victim of any of these cybercrimes mentioned Total
below?
Hacking Photos being Fake profile none of the others
misused above
Male 10 7 37 33 2 89
Gender
Female 9 8 25 26 0 68
Total 19 15 62 59 2 157
Interpretation
47
From the above chart we can observe that male respondents have faced more
cybercrimes compared to female respondents.
Also it can be interpreted that “Fake profile” cyber-crime is more than any other
crimes in both the male and female cases.
48
4.3 HYPOTHESIS - CHI-SQUARE
1) EFFECT OF SOCIAL NETWORKING SITES WITH GENDER.
Ho: Effect of social networking is not related with gender

Ha: Effect of social networking is related with gender
Gender * Does social networking affect your social life?

Count
Does social networking affect your social Total
life?
Yes No maybe
Male 34 40 15 89
Gender
Female 25 23 20 68
Total 59 63 35 157
Chi-Square Tests
Value Df Asymp. Sig. (2-

sided)
Pearson Chi-Square 3.936a 2 .140
Likelihood Ratio 3.922 2 .141
Linear-by-Linear
1.304 1 .253
Association
N of Valid Cases 157
a. 0 cells (0.0%) have expected count less than 5. The minimum
expected count is 15.16.
49
Interpretation
These are the result of chi-square test

If significant value is less than 0.05 than null hypothesis is rejected.
Here significant value is 0.140 which is more than 0.05 so null hypothesis is accepted.
50
2) SOCIAL NETWORKING DO AFFECT THE GENDER’S EDUCATION/
WORK LIFE
Ho: social networking does not affect the gender’s education/work life
Ha: social networking do affect the gender’s education/ work life.
Gender * Has the use of social networking sites adversely affected your
education/work life?
Count
Has the use of social networking sites Total
adversely affected your education/work life?
yes No maybe
Male 42 30 17 89
Gender
Female 27 18 23 68
Total 69 48 40 157
Chi-Square Tests
Value df Asymp. Sig. (2-

sided)
Pearson Chi-Square 4.431a 2 .109
Likelihood Ratio 4.405 2 .111
Linear-by-Linear
2.861 1 .091
Association
N of Valid Cases 157
a. 0 cells (0.0%) have expected count less than 5. The minimum
expected count is 17.32.
51
Interpretation
These are the result of chi-square test

If significant value is less than 0.05 than null hypothesis is rejected.
Here significant value is 0.109 which is more than 0.05 so null hypothesis is accepted.
52
CHAPTER: 5
KEY FINDINGS
53
KEY FINDINGS
5.1 ONE-VARIABLE ANALYSIS
1) Number of people who use social networking sites:
We had total of 170 respondents from we considered only 157 as only those responses
were valid and accurate enough.
It was observed in our sample that all of the respondents were using social networking
sites or apps in their day to day life in one or the other way. This shows the existence and
importance of social networking in a common men’s every-day life.
Although the amount of usage and time spent on social network differs with different age
group as well.
2) Social networking sites used by people:
From our research we found that from all of the considered social networking sites or apps,
whatsapp was the most used social network among the sample with a positive response as
high as 154. The next was followed by Facebook and YouTube with a same response of 133.
On third position was instagram with 128 positive respondents which was also high enough.
Google+ was at the 4th number with 73 respondents only.
Other less used social network were LinkedIn, twitter, pinterest, reddit, tumblr and Flickr
with 50, 49, 47, 3 5 and 5 respectively.
3) How long have you been suing social networking:
We divided the options into 4 categories-
i. 0-2 years
ii. 2-4 years
iii. 4-6 years
iv. More than 6 years
It was observed that majority oif the respondents fall into the category of 6 and above years,
that is they had been using social networking form last more than 6 years.
54
61 respondents claimed that they had been using social networking in one form or the other
from last more than 6 years, 56 respondents claimed that they had been using social
networking form last 4-6 years, 34 respondents claimed that they had been using social
networking from last 2-4 years and only 6 respondents said that they have used social
networking for only 0-2 years.
4) Reason behind using social media:
Every person has their individual reasons behind using social networking. Here in our study
we found that majority of the sample used social networking for “entertainment” purpose
only. And the next most preferred reason was for “general awareness”
From the total of 157 respondents 85 said that they use social media only for “entertainment
purpose” which constituted to 54.1% of the total sample taken, which is more than 50%.
While the next preferred reason, “general awareness” was marked by 43 respondents only.
Other reason such as making friends online (increasing the friends circle), for gaming
purpose, for business purpose and others got 26, 1, 6 and 1 respondents respectively.
5) Social networking as a medium to build relationships on personal and

professional front:
We observed from our data that 95 of the respondents believed that social networking was a
good medium to build relationships on social networking which is almost 61% of the total
sample.
While only 10 respondents were against of building relationships on online platform, be it

personal relationship or professional relationship. Although 52 respondents did not had a
single stand on this issue.
The data interpretation shows that in this era when there are a lot of cybercrimes heard on a
regular basis still people mostly do not mind building relationships on social networking
platform
6) Reaction of people towards new social media post:
Whenever a new post gets viral on social media it is important to check for its validity and
course of information. We took to type of reactions into consideration-
i. Trust blindly
55
ii. Check source
Although it is believed that most of the people trust blindly on what they are provided at the
social media in our case it was observed that 144 respondents claimed that they first check
the source of the information and then and then only believe the post.
While, 13 accepted that majority of the times they believe in what they are shown by the
social networking sites without even checking for the source of the information
7) Average time spent on social media daily:
From the research it was observed that people spent a good amount of time from their daily
routine on social networking sites. From the data collected 51 respondents marked the option
and agreed upon that they spend almost 4-6 hours per day on social network that is almost
1/4the of their day. While 50 respondents agreed that they spend 2-4 hours daily on social
networking sites which is also a large portion of their regular day.
While 30 of the respondents agreed upon the fact that they spent majority of their time, that is
6 or sometimes more than 6 hours per day on social network. And out of the 157 respondents
only 26 respondents were those who marked the option of “0-2” hours per day that they
spend only 0-2 hours per day on social networking sites which was quite less.
8) Do people accept stranger’s friend request on social media:
From the data obtained by us we came to know that only 14 respondents, 9% of the total
sample taken accepted that they accept the friend’s request of strangers. While form the rest
of the sample, 113(72%) responded, as “NO”, that is they don’t accept any stranger’s friends
request for any reason.
While 30 still chose “may be, sometimes” that is this 19% of the people said that they may
accept a stranger’s friends request if they find the stranger’s profile interesting or attractive in
some manner.
9) Social life affected social networking :
Responses obtained in this question were confusing and no single option got the majority of
the responses.
Out of the total 59 of the respondents accepted that their social life is being affected by the
increasing social network. 63 of the respondents said that their social life is not at all affected
56
by the increasing use of social network. While the rest of the 35 respondents were themselves
not sure whether they are affected by social networking or not.
Taking the data into percentage form, 37.6% of people responded positively, 40% of the
people responded negatively and 22.29% of the people responded ambiguously on the
question of “does the social media affect their social life” in any way.
10) Victim of cybercrimes:
From all the cybercrimes which we considered majority of the respondents claimed that the
have been a victim of “fake profile” the most. Out of the 157 respondents 62 respondents
were a victim of “fake profile” in their past, which is 40% of the total sample. While 19
respondents reported of “hacking” and 15 respondents reported of “photos being misused”.
Although 59 of the respondents, almost 37.6% said that they have not faced any type of
cyber-crime till date, which is a good sign.
11) Age-group wise distribution of the sample:
We divided the sample into 4 different categories of age-group-
i. Less than 15 years

ii. 15-30 years
iii. 30-45 years and
iv. 45 and above
From which we had 144 respondents from the age-group of 15-30 years, while we got only 2,
6 and 5 of “>15”, “30-45” and “45 and above age-group respectively. From this we can
observe that majority of our respondents were from the age group of “15-30” years. Which
shows the indulgence of late teens that is from the age of “15-18” and the young adults that is
from the age of “18-30” is significantly higher.
12) Asking for a favour from some friend on social media:
Again for analysing the data correctly we classified the answer options into 4 categories-
i. 0-5
ii. 6-10
iii. 11-15
iv. 15 and more
57
Although in the previous findings it was observed that people agree upon building
relationships on social networking platform it was found that very less people prefer asking
for help from friends whom they have met on social networking sites.
106 respondents which is almost 68 % of respondents marked the least number of friends
while asking for any help. While only 10 respondents were comfortable enough in front of
their online friends to ask for any kind of help. 32 respondents said that they have asked “6-
10” online friends for help in their past experience and the lowest 9 respondents said that they
had asked “11-15” of the online friends for help which was quite low.
13) Types of conversation preferred:
From our findings we came to know that majority of the people irrespective of their gender or
their age-group preferred “face to face” communication over online communication in any
circumstances.
In spite of the increasing trend of social networking and online platforms only 32 from the
total of 157 respondents said that they preferred online communication over face to face
communication. While the rest of 125 responses said that they prefer face to face
communication more.
Which shows that people still believe that the sense of trust developed between the
communicators is more through a face to face conversation.
14) Effect of social media on education or work life:
As we observed that students are the major section of respondents contributing in our study
we considered both- education and work life
From our findings we came to know that 69 of the respondents claimed that their
education/work life is negatively/adversely affected by the access use of social networking.
On the other hand 48 of the responded did not find any negative impact of social networking
on their education/work life. While the rest of the 40, themselves were unaware about the
same and went for the optioj of “may be” for the same question.
58
Considering the percentage form of data. 44% of people reacted positively, 30.5% reacted
negatively and 25.5% people reacted ambiguously towards the question of “whether their
education/work life is affected by the access usage of social media.
It can also be observed that although there were no clear signs of the affect pf social media on
the social life of people, still we can observe that social networking does affects the
education/work life of users up to a certain extent.
15) Gender-wise distribution of the respondents:
Out of the total 157 respondents 89 were of males while only 68 were of females. That is
57% of the sample was of males and 43% of the sample belonged to female category.
But as all of the male and female respondents were using social networking, it can be
depicted that usage of social networking does not gets much affected by the gender of a
person
16) Occupation-wise distribution of the sample:
We categorized the sample into 4 major categories-
i. Student
ii. Business
iii. Job/professional
iv. House-maker
From the above categories, we found that 111 respondents belonged to the “student” category
which was relatively higher from the other categories. Occupation which was next to
“student” category was the “job/professional” category with 33 respondents, although it still
was far lesser than the “student” category. Other occupation were businessmen with 9
respondents and house-makers with 4 respondents.
This data revealed that usage of social networking was higher in students in comparison to
any other occupations be it job/ professionals or businessmen or the house-makers.
59
5.2 TWO-VARIABLE ANALYSIS
1) Does social networking affects social life:
This two variable analysis is based on effect of social media based on gender. Here, we found
that from all the male and female respondents, males do think that social networking site do
affect their social life more than female respondents.
But other than that from all the respondents more male-respondents think that social
networking sites do not affect their social life. While ratio of female respondents on the effect
of social networking sites on social life are quite same.
Also there are the respondents who do think that social networking site may or may not affect
their social life. From the chart we can conclude that more number of males are affected
more from social networking in their social life.
2) Different age group spending time on social media:
Here we did analysis on different age groups spending time on social media. This two
variable analysis includes the time spent by various age group of respondents on social
networking sites.
The respondents falling between the age group of 15-30 were spending more time on social
networking sites than any other age group of the respondents. While the age group of 15 and
below were spending the least time on social networking. The chart and analysis clearly
shows that youngsters spent more time on social media which is very important. And that we
can conclude that age group of 15-30 do spend more and higher time on social networking
sites.
3) Victim of social media according to gender:
Here we considered mainly 3 cybercrimes which are hacking, photos being misused and fake
profiles. From this two variable test we can analyse that male respondents have faced more
cybercrimes compared to female respondents. Also it can be interpreted that fake profiles is
60
more frequently faced cybercrime among the males and females from the options provided to
them.
Here cybercrime means the crime which are done on social networking sites. Hacking means
to crack the password of other person’s account and do misuse of it. The photos which are
uploaded on social media can be used by other people if there are no proper privacy on the
pictures, so this leads to misuse of it. Sometimes people are misleaded through fake accounts
and are being cheated through that. In the era of social network cybercrimes are very higher.
From all the data and Reponses we can conclude that photos being misused of male are
higher than any other cybercrime.
61
CHAPTER :6
CONCLUSION
62
CONCLUSION
Social media is an internet-based form of communication. Social media platforms allow users
to have conversations, share information and create web content. Social networking on social
media websites involves the use of the internet to connect users with their friends, family and
acquaintances. This online social network is useful for spreading information, pictures and
videos and generally staying in touch with people. Nowadays, social networking sites such as
whatsapp, Facebook, instagram and Google are more in trend. There are many advantages of
social networking such as easy connectivity, no distance limitation, on the other hand there
are fey disadvantages for the same as well. And if not handled properly excessive usage of
social networking may prove to be a problematic.
In our research we tried to analyse the impact of social networking siteds and social media on
people with respect to the different demographic factors such as gender, age group and
occupation.
From our data we found that most of the respondents were using social networking in one or
the other way, which shows the existence of social networking in current time. It was also
observed that most of the users of social media were using it just for the sake of
entertainment or for general awareness. Now social media has not just limited to make new
friends or to remain in touch with friends and family, but social networking is used to remain
updated with what is going on around the world at different places.
Respondents were found to be more alert towards the form of information they were getting
on social media and they were not just blindly trusting on anything they are shown.
We found that people now are becoming more accepting towards relationships which are
build online. Majority of our sample were ready to accept relationships which were built
through online communication or through social networking. Although it was a bit
contradicting that despite the increasing acceptance of online relationships less number of
people were found to trust their online friends when they required any kind of help.
63
We found that the usage of social networking has not affected the social life of people much
although it has affected the educational and professional life of people up to a certain extent.
Last important finding was that people still prefer a “face to face” conversation with a friend
over an “online communication”
64
CHAPTER: 7
LIMITATIONS OF THE STUDY
65
LIMITATIONS OF THE STUDY:
1) The most important limitation of is our limited sample size, we collected 170 samples
deleting the ambiguous ones we reached at 157 samples which is very low as number
of people using social media is far more greater than our sample size.
2) People were filling the questionnaire without a proper reading, to test this we included
some contradicting questions which of course got different answers which resulted
into different meaning than their previous answer.
3) Time duration can be considered as a limitation as this is a topic which need extensive
research with a much wider sample size,
4) Respondents from males and females were not equal which results into misleading
comparisons.
5) People answering the questions without fully understanding the questions.
6) Some respondents filled out with fake names and misleading answers which were
rejected which reduces our sample size.
66
CHAPTER: 8
RECOMMENDATION
67
RECOMMENDATIONS
This analysis helps us to draw certain recommendations/suggestions to the people of

Ahmedabad and the people using social media as a whole such as:
 First major suggestion would people should never trust blindly what they read in
social media as it is a medium in which anyone can express their own views and
misguide us through misleading information, so before trusting people should check
the legitimacy of the news or information.
 People need to understand how and in what way they have to use a social networking
site/app.
 Nowadays, even 8-9 year old children are having their with false birthdates as social
networking sites generally don’t allow children below the age of 13 so parents should
make sure of that.
 Before posting anything in social media people should check twice what they are
posting as sometimes things can go viral and create some major issues.
 Children should be made aware of how to use social media in their school ages which
helps them understand its use and prevents them using it a wrong way.
 Social media has a very wider mass so it can be a best way to promote local
businesses pages which can be a free marketing for them.
68
CHAPTER : 9
BIBLIOGRAPHY
69
BIBLIOGRAPHY
https://futureofworking.com/10-advantages-and-disadvantages-of-social-networking/
https://en.wikipedia.org/wiki/Facebook
https://en.wikipedia.org/wiki/WhatsApp
https://en.wikipedia.org/wiki/LinkedIn
https://en.wikipedia.org/wiki/Twitter

376-386. doi:http://dx.doi.org/10.21013/jmss.v4.n2.p7.
Ashish Sharma.&Aditya Kumar Shukla. (2016). IMPACT OF SOCIAL MESSENGERS

ESPECIALLY WHATSAPP ON YOUTH: A SOCIOLOGICAL STUDY.
IJARIIE-ISSN (O)-2395-4396.
Tata Consultancy Services (TCS). (2013).Indian youth prefers WhatsApp, Facebook over
SMS, calls: Survey.https://www.gadgetsnow.com/social/Indian-youth-prefers-WhatsApp-
Facebook-over-SMS-calls-Survey/articleshow/20614937.cms?


Papers by Master of Science Students Paper
2.http://digitalcommons.uri.edu/tmd_major_papers/2
LITERATURE REVIEW ON EFFECTIVENESS OF THE USE OF SOCIAL MEDIA A

REPORT FOR PEEL PUBLIC HEALTH
70
https://www.peelregion.ca/health/resources/pdf/socialmedia.pdf
Talita Da Silva & Anna Friberg.”A Literature Review of the Field of Social Media in
Retail”Halmstad University 2017.
(Kalia, March 2013 )http://iie.chitkara.edu.in/pdf/papers/mar_2013/03_IIE.pdf

Students" (2011).MBA Student Scholarship.Paper
5.http://scholarsarchive.jwu.edu/mba_student/5
71
CHAPTER: 10
ANNEXTURE
72
ANNEXURE
We students of GLS University pursuing MBA are doing research on Impact of Social
Media. This study is for academic purpose only.
(Confidential)
1) Are you a member of any social networking sites/apps?

o Yes
o No
2) If yes, select the social networking sites/apps you use. (you can select more than one)
o Facebook
o Instagram
o LinkedIn
o WhatsaApp
o Twitter
o Pinterest
o Google+
o Reddit
o Tumblr
o YouTube
o Flickr
o Others
3) If no, select a reason for the same
o Waste of time
o Privacy issues
o Distraction from studies
o Didn’t find it useful
o Others
4) How long have you been using social media?
o 0-2 years
o 2-4 years
o 4-6 years
o More than 6 years
73
5) Why do you use social media? (most preferable)
o To make friends
o For general awareness
o For entertainment purpose
o For business purpose
o For gaming purpose
o Others
6) Do you think social networking sites can be used to build relationships on personal
and professional fronts?
o Yes
o No
o May be
7) What so you do when you see a new post/news on social media?
o Trusty blindly
o Check source
8) On an average how much time do you spend on social media?
o 0-1 hours
o 1-2 hours
o 2-3 hours
o 4 or more hours
9) Do you accept stranger’s friend request on social media?
o Yes
o No
o May be
10) Does social networking affects your social life?
o Yes
o No
o Maybe
11) Do you accept friend request from only known person on social media?
o Yes
o No
o May be
12) Which of the mpst occurring cybercrime yoy have faced?
o Hacking
74
o Photos being misused
o Fake profile
o None of the above
o Others
13) Among the long list of social media friends, to how many friends have you asked for
favour?
o 0-5
o 6-10
o 11-15
o More than 15
14) What type of communication would you like to have with your friends?
o Face to face communication
o Online communication
15) Has the use of social media adversely affected your social life?
o Yes
o No
o May be
16) Do you feel it is not necessary that people should not have face to face conversation?
o Yes
o No
o May be
Name
Age group
o 15 years and below

o 15-30 years
o 30-45 years
o 45 and above years
Gender
75
o Male
o Female
Occupation
o Student
o Job/professional
o Business
o House-maker
76
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-“IMPACT OF SOCIAL MEDIA IN AHMEDABAD”

“IMPACT OF SOCIAL MEDIA IN AHMEDABAD”

Subject: Research Methodology

Submitted to: Prof. Amish Soni

CHAPTER TABLE PARTICULARS PAGE

CHAPTER TABLE PARTICULARS PAGE

1.1 PROBLEM STATEMENT

Impact of social media in Ahmedabad.

1.2 RESEARCH OBJETIVE

1.3 SCOPE OF STUDY

1.4 LITERATURE REVIEW

1) Cox &Rethman (2011) Social media can be defined as forms of electronic

3) Dr.AvniManiar and Ms.AnnalModi university of Baroda, Gujarat (2013)

4) Another study entitled “Smartphone application us age amongst students at a South

8) Chan-Olmsted, Moonhee, &Sangwon (2013) researched the trends those heavily

1.5 BENEFITS OF THE STUDY

The benefits of this study are:

1.6 RESEARCH DESIGN

1.7 DATA COLLECTION SOURCES

Primary Data Collection: Questionnaire and Observation.

1.8 SAMPLE PLAN

Particulars Expenses(in Rupee)

Transportation expenses 500

Stationery expenses 500

Miscellaneous expenses 150

Total expenses 1150

No. Task to be accomplished No of Weeks

1 Exploratory study 6 days

2 Secondary data collection 2 days

3 Study of literature review 1 week

4 Preparation of Questionnaire 3 days

5 First draft report 1 week

 The limitations of this study are:

2.1 What is social media?

2.2 What are the benefits of using social media?

2.3 Limitations of Social Networking

 A free WhatsApp Business app for small companies and

1) Are you a member of any social networking sites/apps?

Are you a member of any social networking sites/apps?

users non- users

3) How long have you been using social media?

4 to 6 years 6 years or more

How long have you been using social media

4) Why do you use social media?

For general awareness

For gaming purpose

For entertainment purpose

For business purpose

Why do you use social networking?

Total 157 100.0 100.0

Trust blindly Check source

What do you do when you see a post/news on social media?

8) On an average how much time do you spend on social media?

4 to 6 hrs. 6 hrs. Or more

On an average how much time do you spend on social media?

9) Do you accept stranger friend requests on social media?

Do you accept stranger friend requests on social media?

10) Does social networking affect your social life?

Do you only accept friend requests from known persons on

12) Which is the most occurring cyber-crime you have faced?

Hacking Photos being misused

Fake profiles none of the above