USER PERCEPTION TOWARDS SOCIAL NETWORKING SITES - AN ANALYTICAL APPROACH

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Dr. S. Shanmugapriya ; A. Kokila (2017)

A social networking site (SNS) or social media is an online platform that people use to build social networks or social relations with other people who share similar personal or career interests, activities, backgrounds or real-life connections. The advent of Social Networking sites and its resources have revolutionized the communication and social relation world. This paper aims to assess the user perception towards SNS like Facebook, Twitter and LinkedIn. In the study data was obtained through structured questionnaire collected from 250 users and the research data was tested using Percentage analysis, chi-square and spearman’s rank correlation. Factor of gender, age and purpose of social networking sites of Facebook users have significant association with level of perception. Age, occupation and annual income of Twitter users have significant association with level of perception and Gender, age and occupation of Linkedin users have significant association with level of perception. The study says there is a moderate association between ranks of Facebook and Twitter. Facebook was the most popular site compared to other Social Networking sites.
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