USES AND GRATIFICATIONS OF SOCIAL NETWORKING SITES AMONG UNIVERSITY STUDENTS IN SOUTH INDIA: AN EMPIRICAL ANALYSIS

The social media have become all pervasive, interactive and participatory communication sources and resources in modern times. The social media application has become a new way of life in all modern organizations including the educational institutions. The present investigation was carried out in South India to evaluate the uses and gratifications of social media among the university students. Scientific survey research methodology was adopted for the purpose of gathering primary data. The present investigation was carried out on the theoretical foundation offered by Ess with respect to social media ethics. The study reveals that social media have enabled the university students to pursue higher education on the basis of social network development and timely interaction with the teachers, researchers and fellow students. The study further indicates that social media were satisfactory means for socialization and academic advancement. The study recommends that the higher educational institutions should explore new avenues and opportunities for judicious and creative use of social media for educational development.