INFLUENCE OF SMART PHONE AND INTERNET USAGE FACTORS ON SOCIAL MEDIA USAGE – A MORPHOLOGICAL STUDY

The present study aimed to explore the association between smart phone and internet usage and social media usage among college students in Chennai city of Tamil Nadu. The researchers have adopted survey method to collect primary responses in online survey through structured questionnaire from 275 college students. The empirical evidences proves that there is a significant association between smart phone and internet users with respect to social media networking sites (SNS) users in the study area. Further, social media usage hours and age has significant role to determine the social media usage among the college students. The key factors of smart phone and internet usage are convenience, experience and demonstration which have significant and positive influence on social media usage among college students in the study area. The students are suggested to spend less time in social media and concentrate on other academic and skill enhancement activities for the betterment of their career in near future.