A STUDY ON IMPACT OF SOCIAL NETWORKING SITES ON COLLEGE STUDENTS’ CONSUMPTION PATTERNS

Abstract

Social media is a platform for people to discuss their ideas, opinions and issues on various topics. People share or exchange information’s, ideas, images and videos even they also communicate with each other through a particular network. Today social networking sites like Facebook, Twitter, LinkedIn, etc., are used by the companies to promote their products. This paper is an attempt to study the effect of social media, particularly Facebook and Twitter on the purchasing habits of future of our country i.e. college students. The study focuses on correlations between various recommendations made by companies on social media and consumption patterns. The study also focuses on role of gender and social media usage frequency on consumption pattern. For the present study, a representative sample of Gujarat Technological University students were taken and analyzed.