• Impact of Social Media on the Vanity Level of Youngsters in India

    Author(s):
    RUCHI TEWAR SANTANA PATHAK
    Editor(s):
    Jyotirmaya Patnaik (see profile)
    Date:
    2015
    Group(s):
    Communication Studies, Cultural Studies, Electronic Literature, Feminist Humanities, Information Ecosystems
    Subject(s):
    Social media, Digital media, Young adult literature, Journalism, Communication
    Item Type:
    Article
    Tag(s):
    social media; digital age, youth in india
    Permanent URL:
    http://dx.doi.org/10.17613/qw2g-0j07
    Abstract:
    This paper is an attempt to measure the impact of social media on the vanity level of youngsters in India. An experimental research was conducted on a controlled group of 40 participants with an average age of 23 years. Netemeyer’s vanity scale was administered on the participants and their vanity was measured. A month later, the participants in the research were put under controlled conditions for two hours and exposed to social media. They were instructed to log into their social media accounts and instructed to engage into activities like updating their status, uploading new photographs, reading comments and going through the number of likes which had been made on their earlier loaded statuses and photographs. Post two hours, their vanity level was measured. Data was analysed using paired sample t tests as well as confirmatory factor analysis and comparison was made along the factors of Netemeyer’s Vanity Scale pre and post the exposure to social media activity.
    Metadata:
    Published as:
    Journal article    
    Status:
    Published
    Last Updated:
    1 year ago
    License:
    All Rights Reserved
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