India ranks among top five countries when it comes to the pace of growth in internet and social media usage. Global average growth of in internet users is measly 19%, India alone is at 90%. India’s web users have 153 million active social media accounts. The social media users are increasing by 23% approximately each year. India has over 195 million Facebook users which makes India a country that has world’s largest number of Facebook users. On the other hand, India has 2nd largest Twitter users in Asia-Pacific region with 23.2 million users. India contributes a great part in social media networking sites. A huge contribution is by the youngsters who are involved in communicating and interacting with friends and family. Social media is also being used for educational purposes in order to make the students understand things better. Employees are using social media to relieve their stress and increase their professional networks. Businesses are also using social media networking sites to stay in touch with their current customers and search for potential customers. Social media is a platform which is being used for different purposes by different type of people.
This study is being carried out to understand the usage behavior of working professional towards social media. It shall also help to identify the factors that influence the social media usage behavior among the working professionals. The study focuses on identifying which sites do professionals prefer in case of non-professionals social media networking sites.
Quantitative research was selected to collect numerical data and Descriptive research method was adopted to conduct surveys. In case of sampling technique, Convenience sampling was adopted and the sample of study extended to 126 respondents. The data was collected through Questionnaires that aimed at the preference of non-professional sites and the factors that influence the usage of social media among professionals.
Table of Contents
1. Introduction
1.1 Overview
1.2 Role of social media
1.3 Social Media Usage based on demographics
1.4 Social Media usage at the time of disaster
1.5 Social media usage by Businesses
1.6 Social Media Usage among Youth
1.7 Social Media usage addiction
2. Research Methodology
2.1 Type of research
2.2 Sampling unit
2.3 Sampling technique
2.4 Questionnaire design
2.5 Data collection sources
2.6 Data analysis
3. Data Analysis and Interpretation
3.1 Factor Analysis
3.1.1 KMO and Bartlett’s Test
3.1.2 Communalities
3.1.3 Total Variance Explained
3.1.4 Scree Plot
3.1.5 Rotated Component Matrix
3.2 Reliability Analysis
3.3 Net Promoter Score (NPS)
4. Findings
5. Conclusion
6. Future Direction
Research Objectives and Themes
The primary objective of this study is to analyze the social media usage behavior of working professionals and identify the key factors influencing their engagement with non-professional social networking platforms like Facebook and Twitter.
- Analysis of social media usage habits among working professionals.
- Identification of factors influencing social media engagement (Communication, Information Technology, Refreshment, Self-Development, Interaction).
- Comparison of user preference between Facebook and Twitter.
- Evaluation of Net Promoter Scores (NPS) for social media platforms among professionals.
- Assessment of the impact of social media on professional productivity and workplace communication.
Excerpt from the Book
Overview
Before 20th century, letters were the easiest way to communicate over distance. It used to take days to convey the message as the letters were delivered by hand from one person to another. The telegraph, invented in 1792, allowed people to deliver message over a long distance with a faster speed when compared to letters. It turned up as a revolutionary way to convey short information and news. Telephone and radio were another important discoveries to communicate. Computers came into picture in 20th century, when the scientists started developing ways to create networks among computers. This is how social media was born.
CompuServe and UseNet were primitive forms of social media and allowed users a virtual platform to communicate. In year 1997, the world recognized first social media site named Six Degrees. This helped people to upload their profiles and make friends with others. Blogging came into picture and created sensation among the social media users and still popular today.
In early 2000s, social media sites like LinkedIn and MySpace gained prominence. LinkedIn came to be known as a business and employment-oriented social media networking site. People started using it for professional networking. By 2006, Twitter and Facebook became faddish to users throughout the world.
Summary of Chapters
Introduction: Provides a historical overview of communication technology and the evolution of social media platforms leading to their current integration into daily life.
Research Methodology: Outlines the quantitative approach, convenience sampling method, and descriptive tools used to collect and analyze data from 126 professionals.
Data Analysis and Interpretation: Details the statistical examination of survey data using Factor Analysis, reliability testing, and Net Promoter Score calculations to derive meaningful usage patterns.
Findings: Presents the results of the survey, highlighting age demographics, platform preferences, device usage, and organizational attitudes toward social media.
Conclusion: Summarizes the key insights, confirming that social media is deeply ingrained in professional life for communication and engagement, with Facebook being the preferred non-professional platform.
Future Direction: Suggests areas for further research, including larger sample sizes and comparative studies across different genders and international markets.
Keywords
Social Media, Working Professionals, Facebook, Twitter, Communication, Net Promoter Score, Factor Analysis, Productivity, Digital Networking, User Behavior, Professional Development, Online Engagement, Demographic Influence, Workplace Policy, Social Interaction
Frequently Asked Questions
What is the core focus of this research study?
The study primarily investigates the usage behavior of working professionals regarding social media networking sites, specifically focusing on non-professional platforms.
What are the primary themes examined in the paper?
The themes include the factors influencing social media usage, the choice between professional and non-professional platforms, and the impact of social media on professional productivity and work-life balance.
What is the ultimate goal of the research?
The goal is to identify specific factors—such as communication, refreshment, and self-development—that drive professionals to engage with social media platforms.
Which scientific methodology was employed?
The study utilized a quantitative and descriptive research method, analyzing data through factor analysis, frequency distribution, and Net Promoter Score calculation via IBM SPSS 16.0.
What topics are covered in the main body of the paper?
The main body covers the historical evolution of social media, literature review, research design, detailed statistical analysis of survey variables, and a discussion of findings related to platform preference.
Which keywords characterize this research?
Key terms include social media usage, working professionals, Facebook, Twitter, Net Promoter Score, and factor analysis.
How do professionals typically use non-professional sites like Facebook?
According to the findings, professionals use these platforms primarily for communication and relaxation, with a significant portion of respondents spending roughly 2 hours daily on these sites.
What does the Net Promoter Score reveal about platform preference?
The study shows that Facebook has a positive Net Promoter Score, indicating a higher likelihood of recommendation among peers compared to Twitter, which yielded a negative score.
How does the work address the issue of office productivity?
The survey results indicate that a majority of respondents agree that an employee's productivity can be impacted by the time spent on social networking sites during working hours.
- Quote paper
- Dr. Kunal Gaurav (Author), Shreya Dheer (Author), 2017, Social Media Usage Behavior of Working Professionals, Munich, GRIN Verlag, https://www.hausarbeiten.de/document/377447
