Volume : 8, Issue : 3, March - 2019

A Study on Role and Impact of Social Media: An Indian Perspective

Dr. Chanduji P. Thakor

Abstract :

Social media is a controversy topic in today’s society. Social media makes human interaction much more convenient and much faster than real life human interaction, it makes globalization a reality, it gives a chance for introverted people to express themselves, and it also benefit develop international relationships whether its business or social. It is the change in consumers’ behavior that is changing the role of social media in India. With time, use of social media has seen a drastic change from just used for fun to fun plus knowledge and marketing. For business purposes, Facebook is the most important social media platform as there is customers’ engagement, followed by Twitter, YouTube and blogging. Social media is used by ands to build communities for interaction and spreading news. Social media are computer mediated technologies that facilitate the creation and sharing of information and ideas via virtual communities and networks. Users typically access social media service via web-based technologies on their personal computers or smart-phones. Users can create highly interactive platforms through which individuals, communities and organizers can share, co-create, discuss and modify content posted online. It changes the way individuals and large organizations communicate.