INTRODUCTION:

Social media is a collection of online platforms and tools that people use to share content, profiles, opinions, insights, experiences, perspectives and media, facilitating conversations and interactions online between groups of people. In the present day scenario, a young individual cannot imagine his/her life without social media. Pritam Gundcha and Huan Liu (2012) suggests the increasing use of social media has gradually inspired users especially the young generations and this has shifted the informative and influence power from media to the users of social media. Foon Hew, (2011) studied the vital role social media has played over the period is to getting people together and making their voice heard to society and the government on many cases in recent past in India.

As per TRAI, as on 30 September 2016, the total number of media of mobile for users in India is 1,04,97,40,000 which is the second highest number in the world. In India approximately 83 percent of citizens are using mobile phones. On and average, a million cell phones are being added to this market each month.

Before the end of 2015 in India nearly 100,00,00,000 smart phones were sold and the numbers is further increased to be 2.5 billion by 2019 whereas just about 36 percent population of the world is expected to be using smart phones by 2018. JIO is also one of the crucial reasons to increase the usage of smart phones in India and is very popular across nation irrespective of age, gender, occupation and geographical background. The youth, especially the teens of the present era have been another vital element behind the story of social media penetration in India today. The youngster in India is far more techno friendly than their elder counterparts, and quite different in term of using technology. According to Allison Hillhouse, the vice president of insight innovation at MTV, social media is also use as weapon to refine and sharpen their own brand and social media and they comprise of the major chunk of active users with highest drive to stay connected to their kiths and keens.

Impact of social media- Incidents exhibiting the role of social media:

Indian Railway Twitter Handle- Suresh Prabhu case:

Mr. Akhilesh Sahani, a passenger of Karnavati Express was travelling from Mumbai to Ahmedabad. He purchased a water bottle from the executive of the pantry of the same train. He was asked to pay Rs. 20 instead of Rs.15, which was the MRP of the water bottle. He did not purchase it and additionally he twitted of the matter and complained instantly to the general manager, Western Railway and the Railway Minister. Surprisingly within 15 minutes of the post, Mr. Akhilesh received a call from Railway authority to resolve the problem. Immediately all the passengers who have charged higher for the water bottle in entire train were returned with the additional amount.

With the help of Twitter two Indians could enter India from Bhutan in time:

In recent event, the border force helped two Gujarati Indian residents to enter in home country from Bhutan. Due to assembly poles in the state of West Bengal, the border was sealed. These two Indians were in Bhutan for the trip and could not enter back in home country. One of the residents put the request on twitter and tagged many politicians and officials including few of the oppositions asking the permission to enter own country via the roadway. The ministry had to come into action and they contacted the forces’ commanders on the Indo-Bhutan border. At the end, both were allowed to cross the border and come back home in planned time via roadway.

According to research, two third out of total time spend on internet is on social media via mobile phones. An average person is spending almost a couple of hours per day on social media, this further has been estimated that the same person is appending 5 years 4 months of life in the social media. This can be increase because as time passes teenagers become more and more adductive towards social media. The below figure represent the usage of social media in India and the purpose of the use. According to the livemint survey highest 33 percent users belong to teenage segment.

Kyung-Sun Kim, EunYoungYoo-Lee and Sei-Ching Joanna Sin(2011) have evaluated the preference of the type of social media that can be used for getting information and also the reasons behind those choices. It also has been studied what behaviour users form to check the trustworthiness of the information provided by social media sources. The study found that Wikipedia, Facebook, Twitter and online user reviews were among those frequently used for finding the information. YouTube and Wikipedia were used for seeking academic information as well as to search for other purposes in day to day life. The authors suggest that information professionals and educators should acknowledge the appeal and value of social media to users as alternative information sources and also learn to use information from social media to be included in information literacy education programs.

Agrawal Manish, Raghavrao and Onok Oh(2012) have studied social media services and community intelligence. The paper revolves around social media as a vital tool in spreading important information as well as rumours. Vignesvara Ilavrasan (2014) explores the pattern of social media usage by the youngsters, how they are involved and how they use technologies. Although various opportunities exist in the area of civic management, very few youngsters have shown interest in the same. Xia Wang, Chunling Yu and Yujie Wei (April 2012), have studied the social media peer communication and its impact on the purchase intentions for potential customers.

Conceptual Model:

Researcher has derived a conceptual model showing the influence of four factors (social, marketing, education- knowledge and health ) on youth of Ahmedabad city. Below is the variance description of model. Here independent variables of the model includes Overall health, marketing, social and knowledge where dependent variable include Overall positive changes in youth.

RESEARCH METHODOLOGY:

Objectives of the study:

The core objective of the study is to understand the influence of social media on youngsters of Ahmedabad city. To analyse the various activities of youth which are directly related with major factors like Social, Educational, Marketing and Health and the impact of these factors on youth of Ahmedabad city.

Data collection:

Secondary Data collection:

In this research, the researcher has used many resources of secondary data collection. Recent newspapers, research journals, media websites, books, magazines, published research papers in the national and international journals have been referred for the secondary data. Recent cases involving use of social media have been taken from various English and Gujarati newspapers and online papers. Even some articles from the supplements of a newspaper have been discussed. Websites of media channels like Times of India, NDTV and Mint have been cited where n when content has been taken and various online dictionaries like Oxford and Cambridge have been referred to, to get the theoretical content and various definitions for many terms.

Primary data collection:

For collection of primary data, researcher has used structured questionnaire which consist of the parameters of social media influence on youngsters.

Sample frame:

With reference to collect the data, researcher has considered any male or female, falling in the age group of 15 to 35, resident of Ahmedabad city and using social media for the last 6 months.

Sample size:

1133 samples have been taken from various areas of Ahmedabad city.

Data analysis:

To understand the positive influence of social media on youngsters, researcher has framed questions that represent the objective we wanted to suffice. With reference to check the positive influence of social media the responses received from young social media users demonstrate great amount of reliability. In this part, the respondents were asked to rate the statements on the scale of 1 to 5. (Where 1 represents strongly agree and 5 strongly agree).

Table 1.1 The Combined positive influence of social media perceived by youth

Statement	Mean	Median	Mode	Range	S.D.	proportion	t test	Sig 1 tailed	H₀ Reject
I feel motivated after using social media (social)	3.72	4.00	5	4	1.117	59.30	21.644	.000	yes
Increased social network (social)	3.92	4.00	4	4	.986	71.40	31.267	.000	yes
Getting recognised in the friends/society (social)	3.87	4.00	4	4	.987	69.50	29.557	.000	yes
I got recognition from everywhere on my achievements by putting them on social media (social)	3.47	4.00	3	4	1.184	51.30	13.302	.000	yes
Social media helped me to remind the special occasions of my friends and relatives(social)	3.95	4.00	5	4	1.051	70.20	30.326	.000	yes
Increased academic development (Knowledge)	3.64	4.00	4	4	1.081	57.50	19.953	.000	yes
Feeling upgraded by being better individual (knowledge)	3.69	4.00	4	4	1.36	59.90	17.151	.000	yes
Feeling updated and well versed (knowledge)	3.62	4.00	4	4	1.073	56.80	19.350	.000	yes
Social media helped me to gain a better career/job (knowledge)	3.45	4.00	4	4	1.188	50.90	12.759	.000	yes
I get a better deal (marketing)	3.41	3.00	4	4	1.162	49.70	11.815	.000	yes
Getting more information about various products (marketing)	3.72	4.00	4	4	1.103	62.70	22.031	.000	yes
I gained better knowledge about the market and product with the use of social media (marketing)	3.63	4.00	4	4	1.071	57.20	19.868	.000	yes
Social media gave me the opportunity to be an extrovert person (marketing)	3.53	4.00	4	4	1.087	53.30	16.284	.000	yes
social media inspired me to bring the change in my lifestyle (marketing)	3.51	4.00	3	4	1.191	51.40	14.320	.000	yes
I have been inspired to participate for some social cause by watching on social media (marketing)	3.47	4.00	3	4	1.148	50.60	13.740	.000	yes
I feel refreshing (health)	3.43	4.00	4	4	1.161	50.20	12.413	.000	yes
I feel confident	3.37	3.00	4	4	1.14	48.90	10.835	.000	yes
Feeling socially fit and energetic (health)	3.21	3.00	3	4	1.192	41.00	5.830	.000	yes
My health has been improved by using social medi(health)	2.96	3.00	3	4	1.281	33.10	-1.114	.133	No
I have upgraded my thoughtprocess with by interacting on social media	3.31	3.00	3	4	1.167	43.10	8.837	.000	yes

Table 1.3 ANOVA^a

Model		Sum of Squares	df	Mean Square	F	Sig.
1	Regression	105995.458	4	26498.865	272.680	.000^e
	Residual	109326.688	1125	97.179
	Total	215322.146	1129

Table 1.4 Coefficients^a

Model		Unstandardized Coefficients		Standardized Coefficients	T	Sig.	Correlations			Collinearity Statistics
Model		B	Std. Error	Beta	T	Sig.	Zero order	Partial	Part	Tolerance	VIF
1	(Constant)	14.28	2.055		6.949	.00
	SUMMATED_MARKITINGPOSITIVE	.651	.053	.354	12.254	.00	.732	.802	.260	.540	1.851
	SUMMATED_HEALTHPOSITIVE	.708	.079	.235	8.947	.00	.778	.258	.190	.655	1.528
	SUMMATED_SOCIALPOSITIVE	.499	.077	.175	6.526	.00	.797	.191	.139	.631	1.586
	SUMMATED_EDUCATIONPOSITIVE	.210	.055	.102	3.842	.00	.802	.114	.082	.645	1.551

A. Dependent Variable: Summated_Combinedpositive

Above table of ANOVA suggest that if we consider the number four value of the table, mean square is 26498.865and F ratio is 272.680, while significant value is 0.00 which is less than 0.05 hence we cannot accept the Null Hypothesis and we accept the alternative Hypothesis. Therefore, overall changes in marketing, health, social and educational are having significant impact on overall changes in youth.

As researcher has derived, the overall marketing, health, social and educational, are the four most influential factors, considering the model number four, the value of constant is 14.280 and betas for marketing, health, social and educational are 0.651, 0.708, 0.499 and 0.210 respectively, when four factors are simultaneously influencing the youth behavior, then with one unit changes the overall marketing it has an influence of 0.651, with overall health it is 0.708, change with overall social, it is 0.499 and with educational, it is 0.210.So far as the validity of the model is concerned, since the value of t is 6.949 and the significant value is 0.0, which is less than 0.05, it means this model is valid and having significant impact.

As it is indicated in the table, partials and part value is 0.802, it suggests that almost 64 percent changes have occurred in the behavior of youth because of overall changes in marketing, health, social and education related factors.

Considering the tolerance value and Variance Inflation Factor, both the values are one. Ideally the tolerance value should be less than or equal to 1 and the VIF (Variance Inflation Factor) should be less than or equal to 10 for the evaluations of the multicollinearity purposes. So far as this model is concerned, the tolerance value is 0.540, 0.655 and 0.631 and 0.645 for the positive marketing, positive health, positive social and positive educational respectively (which is less than 1) and the VIF for the positive marketing, positive health, positive social and positive educational are 1.851, 1.528, 1.586 and 1.551 respectively (all of these are less than 10), it indicates that researcher don’t find any kind of the multicollinearity in the research.

FINDING:

From analysis researcher found out that overall respondents were having positive perception with respect to four influencing factors like marketing, social, health and knowledge. The responses lies between 3to 4 which means respondents have neutral to positive agreeableness from positive aspects of the social media.

According to the analysis the single most influencing factor, overall changes in ‘marketing’ is found to be having significant impact on overall changes in youth. The second model of regression, the two most vital factors affecting overall changes in ‘marketing and health’ are having significant impact on overall changes in youth. The three most influencing factors are overall changes in marketing, health and social, having significant impact on overall changes in youth. At the last level, the four most influencing factors are overall changes in marketing, health, social and educational which are having significant impact on overall changes in youth.

MANAGERIAL IMPLICATION:

Researcher has identified factors that are most effective to change the youngsters’ perception positively. According to the research social media marketing is having highest impact on youth. Marketers can get benefit from this analysis as the more marketing they do on social media for their brand, more positive perception youth adapt about the particular brand. Most of the respondents agreed on the statement that marketing on social media helped them in their business. The knowledge sharing business and services should consider that education or knowledge sharing on social media is crucially effective especially in teenage, The educational applications are increasing in a fast pace just because of the same fact. Teenagers from this era prefer online platform to study and get information over the traditional methods of knowledge sharing. All the task of day to day life can be done on mobile phone and social media is an important tool for brand awareness and building brand image in the mind of youth of India.

REFERENCE:

1. A Consumer Socialization Framework, Journal of Interactive Marketing, Journal of Interactive Marketing 26 (2012) 198–208

2. Antony Mayfield (2008), What is social media? An online book downloaded from icrossing.com/uk/sites/default/files_uk/insight_phd_files? wha t% 20 is % 20 social % 20 media_iCrossing_ebook.pdf

3. Kyung-Sun Kim, EunYoungYoo-Lee, Sei-Ching Joanna Sin, 2011, Social Media as Information Source: Undergraduates’ Use and Evaluation Behavior, Journal of Management Information Systems, 24(3), 297-331.Lett. 19(3–4):287–304.

4. Boyd, Ellison, (2008), Social Network Sites: Definition, History and Scholarship, Journal of Computer-Mediated Communication, 210–230

5. Agrawal Manish and Chakraborty, (2013), Using Social Networking Services Effectively for a Successful e-Governance in India

6. Vigneswara, Sangeeta Singh and Stephan Sonnenburg, (2012), Brand Performances in Social Media, Journal of Interactive Marketing, Journal of Interactive Marketing 26 (2012) 189–197

7. ShakuntJadav and Bhatt, (2015), Influence of social media on academic performance of management students in Ahmedabad, Indian Journal of Applied Research, Vol 5 Issue 5 ISSN 2249-555x

8. Wang et.all, (2012), Social Media Peer Communication and Impacts on Purchase Intentions:

9. Wang, Chen, Liang, (2011), The Effects of Social Media on College Students, MBA Student Scholarship. Paper, 5.

10. Gundecha, Liu, (2012), Mining Social Media: A Brief Introduction, Operation Research Inform http://dx.doi.org/10.1287/educ.1120.0105

11. Foon Hew, (2011), Students’ and teachers’ use of Facebook, Computers in Human Behavior, 10.1016/j.chb.2010.11.020

12. Georgios and Thelwall, (2012), Twitter, MySpace, Digg: Unsupervised Sentiment Analysis in Social Media, Cyber emotions project of Europern union grant, DOI 10.1145/2337542.2337551 http://doi.acm.org/10.1145/2337542.2337551

Received on 31.10.2018 Modified on 14.11.2018

Int. J. Rev. and Res. Social Sci. 2018; 6(4): 469-474 .

DOI: 10.5958/2454-2687.2018.00044.8

Model	R	R Square	Adjusted R Square	Std. Error of the Estimate	Change Statistics					Durbin-Watson
					RSquare Change	F Change	df₁	df₂	Sig. F Change
1	.802^d	.643	.590	9.85796	.007	14.762	1	1125	.000	1.435