SOCIAL MEDIA: DOES IT INNOVATE AND WORK?

PURPOSE Social media are fundamentally varying the way we communicate, collaborate, consume, and create. The drive of this study is to represent one of the most transformative impressions of information technology on business and stimulate innovative investigations of the affiliation between social media and business transformation. The main purpose is to focus on time spent on social media and attempt to examine its impact on stress level, productivity, job satisfaction, peer support. METHODOLOGY It is an experimental study. The data was gathered from service sector across India. The data was gathered from 502 employees before implementation of initiative of spending time on social media as well as after the implementation of the initiative. Before and after experimental design was employed and hence two group dependent ttest was used. For analysing impact correlation and simple regression were employed. RESULTS The study has focussed on impact of time spent on social media and found that stress level, peer support, productivity are all influenced by its usage. Whereas job satisfaction is unaffected by it. Time spent was further checked for gender and age groups of employees. It was found that both genders equally spent time. But there was significant difference in time spent on social media among different age groups. CONCLUSION The stress level is reduced, peer support is increased and productivity of employees is also increased. Such results are obtained as the interaction becomes healthy among employees and they move towards the creative and innovative ideas that have impacted on their job. The present study has determined the relevance, benefits, and hazards of employing social media