Participation of youth in social networking sites in India Online publication date: Tue, 01-Jun-2010
by Sita Mishra
International Journal of Business Innovation and Research (IJBIR), Vol. 4, No. 4, 2010
Abstract: Social networking sites have become a true force to be reckoned with on the web. This latest trend has caught on in a big way the world over. Relatively new in India, this phenomenon has been an instantaneous hit especially with the Indian youth. In this paper, attempt is made to explore the participatory patterns of youth in social networking sites in India. It seeks to further determine their objectives behind the usage of these sites. Hence, the findings of this study should be imperative to both search engine marketers, and to the social networking sites themselves, as it reveals a number of opportunities for both populations. This concept is leading to interesting debates in the academia and industry on how it will impact communications, connections between individuals and commercial viability for marketers. The results of the study revealed four intentions behind the usage of these sites – building association, spending time, self-image formation and acquiring information.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Business Innovation and Research (IJBIR):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com
Our Blog 
Follow us on Twitter 
Visit us on Facebook