Social Media Usage of Youngsters – A Special Reference to Madurai District

M. Narayanan¹, M. Sivasankari²

¹Research Scholar, Post Graduate and Research Department of Commerce,

Vivekananda College, Tiruvedakam West, Madurai – 625 234.

²Assistant Professor, Department of Commerce, St. Xavier’s College (Autonomous), Palayamkottai – 627 002.

*Corresponding Author E-mail:

ABSTRACT:

Purpose: The study aims to explore the social media usage patterns among youngsters in Madurai district, focusing on their primary purposes, frequency, and impact. It seeks to understand how social media influences their social behavior, education, and lifestyle, providing insights into its role in shaping youth culture in this region. Theoretical Framework: it examines social media usage through the lens of communication theories, including the Uses and Gratifications Theory, to understand why youngsters in Madurai engage with social media. It explores the influence of social, cultural, and psychological factors on their usage patterns and its implications on their personal development. Design/Methodology: The study adopts a descriptive research design, using a structured questionnaire to collect data from 80 youngsters in Madurai district. Participants are selected through purposive sampling to ensure diverse representation. Quantitative analysis is employed to examine social media usage patterns, preferences, and impacts, providing comprehensive insights into youth behavior. Findings: The study found that social media plays a pivotal role in the lives of youngsters in Madurai, with platforms like Instagram, WhatsApp, and YouTube being most popular. Usage is primarily driven by entertainment, social networking, and information sharing. While social media fosters connectivity and creativity, it also contributes to academic distractions and time mismanagement. Gender and education level significantly influence usage patterns. Overall, social media usage reflects a blend of positive and negative impacts on youth behavior and lifestyle. Originality: its focus on the social media usage patterns of youngsters in Madurai district, a region with a unique cultural and socio-economic background. It provides localized insights into how digital platforms influence youth behavior, communication, and lifestyle. By highlighting regional-specific trends and challenges, the study fills a gap in existing research, offering valuable information for policymakers, educators, and parents to better understand and address the impact of social media on young individuals.

KEYWORDS: Social Media Usage, Regional Trends, Behavioral Impact, Communication Patterns, Lifestyle Changes, Youth Engagement, etc.

INTRODUCTION:

Social media has become an integral part of daily life, particularly among youngsters, influencing how they communicate, consume information, and express themselves. Platforms like Facebook, Instagram, Twitter, and WhatsApp have evolved from mere networking sites into tools for education, entertainment, and activism. The Madurai district, known for its rich cultural heritage and vibrant youth population, offers a unique backdrop to explore the impact of social media usage on young individuals.

Youngsters in Madurai utilize social media not only for personal interactions but also for professional development, online learning, and entrepreneurial ventures. However, the extensive use of these platforms raises questions about its effects on mental health, academic performance, and social behavior. The shift towards virtual connectivity has created opportunities for networking and knowledge-sharing but also poses challenges, including addiction, misinformation, and cyber risks.

This study aims to examine the patterns of social media usage among youngsters in Madurai district, their motivations, and the implications on their personal and social lives. By focusing on this demographic, the research seeks to provide insights into how social media shapes their perspectives, influences their decision-making processes, and impacts their overall well-being.

REVIEW OF LITERATURE:

Boyd and Ellison (2007), Patterns of Social Media Usage, defined social networking sites as platforms enabling users to create public or semi-public profiles and connect with others. These platforms have transformed communication styles, particularly among young individuals, who frequently use them for social interactions and information sharing.

Studies by Keles et al. (2020), Impact on Mental Health, reveal that excessive social media use among adolescents is linked to increased risks of depression, anxiety, and poor self-esteem. The authors argue that these platforms, while facilitating connectivity, often create pressures through comparisons and cyberbullying.

Junco (2012), Academic Performance and Social Media, examined the relationship between social media usage and academic performance, finding that students spending excessive time on platforms like Facebook often showed lower academic achievements. However, strategic use of these platforms was found to enhance collaborative learning and engagement.

Singh et al. (2021), Social Media in Rural Contexts, In a study focused on rural youth highlighted that social media serves as a bridge, connecting rural areas with global trends. The study revealed that youth in districts like Madurai leverage social media for educational resources, job searches, and entrepreneurial activities.

Madurai's youth are influenced by the interplay of traditional culture and modern technology. According to Nayar (2019), Cultural Context of Social Media Usage, social media provides a space for expressing local cultural identities while simultaneously engaging with global trends, creating a hybrid cultural experience.

OBJECTIVE OF THE STUDY:

· To Analyze the Patterns of Social Media Usage Among Youngsters in Madurai District

· To Examine the Impact of Social Media Usage on Mental Health and Well-being of Youngsters

· To Assess the Role of Social Media in Shaping the Educational and Career Aspirations of Youngsters

SCOPE OF THE STUDY:

This study focuses on the social media usage patterns of youngsters in Madurai District, exploring the frequency, types, and purposes of their engagement with platforms like Facebook, Instagram, and WhatsApp. It examines the impact of social media on their mental health, academic performance, and career aspirations. The study is limited to youth aged 16 to 25 in Madurai, providing insights into their experiences and challenges related to digital connectivity in a rural setting.

LIMITATION OF THE STUDY :

This study is limited by its focus on a specific geographical area, Madurai District, which may not be representative of broader regional or national trends. The sample is restricted to youngster’s aged 16 to 25, excluding younger or older age groups. Additionally, the study relies on self-reported data, which may be subject to biases such as over reporting or underreporting of social media usage. The study also does not account for external factors influencing social media behavior.

DATA ANALYSIS AND RESULTS :

Social Media Usage – Percentage analysis

Table – 1 Social Media Usage Patterns Among Youngsters in Madurai District

Social Media Platform	Number of Respondents	Percentage (%)
Facebook	60	75%
Instagram	55	68.75%
WhatsApp	75	93.75%
Twitter	25	31.25%
YouTube	50	62.5%
Snapchat	10	12.5%
TikTok	40	50%
LinkedIn	20	25%
Reddit	5	6.25%

Sources: Primary Data

Table – 2 Frequency of Social Media Usage

Frequency of Usage	Number of Respondents	Percentage (%)
Daily	70	87.5%
3-4 times a week	5	6.25%
Once a week	2	2.5%
Rarely	3	3.75%

Sources: Primary Data

Table – 3 Average Daily Time Spent on Social Media

Time Spent (Hours per Day)	Number of Respondents	Percentage (%)
Less than 1 hour	10	12.5%
1-2 hours	25	31.25%
2-3 hours	30	37.5%
More than 3 hours	15	18.75%

Sources: Primary Data

Most Popular Platforms - The most commonly used platform among the respondents is WhatsApp (93.75%), followed by Facebook (75%) and Instagram (68.75%). Snapchat (12.5%) and Reddit (6.25%) are the least popular platforms among the respondents.

Frequency of Usage - A significant majority of the respondents use social media daily (87.5%), indicating that social media plays a central role in their daily lives. A small proportion (6.25%) use social media 3-4 times a week, while only 3.75% rarely engage with it.

Time Spent on Social Media - Most respondents (37.5%) spend 2-3 hours per day on social media, indicating moderate engagement with these platforms. About 31.25% of respondents spend 1-2 hours per day, and 18.75% report spending more than 3 hours daily. A small portion (12.5%) spends less than 1 hour per day on social media.

Social media usage frequency and mental health outcome – Chi – Square Test

H₀ - There is no significant association between the frequency of social media usage and mental health outcomes.

Table – 4 Frequency of Social Media Usage and Mental Health Outcomes

Social Media Usage Frequency	Low Stress	Medium Stress	High Stress	Total
Daily	20	30	20	70
3-4 times a week	5	5	5	15
Rarely	1	2	2	5
Total	26	37	27	80

Sources: Primary Data

This table presents the observed frequencies of social media usage and associated mental health outcomes (low stress, medium stress, high stress) for 80 respondents.

Daily Users (70 respondents): Out of the 70 respondents who use social media daily, 20 reported low stress, 30 reported medium stress, and 20 reported high stress.

3-4 Times a Week Users (15 respondents): For the 15 respondents who use social media 3-4 times a week, 5 reported low stress, 5 reported medium stress, and 5 reported high stress.

Rare Users (5 respondents): For the 5 respondents who rarely use social media, 1 reported low stress, 2 reported medium stress, and 2 reported high stress.

This table compares the observed frequencies (from Table 4) with the expected frequencies (calculated based on the total distribution). The expected frequencies show how many respondents would be expected in each stress category if there were no association between social media usage and stress levels.

Daily Users: Observed: 20 (Low Stress), 30 (Medium Stress), 20 (High Stress), Expected: 22.75 (Low Stress), 32.375 (Medium Stress), 14.875 (High Stress) The observed and expected values are fairly close for low stress and medium stress, but the observed high stress (20) is higher than the expected value (14.875), suggesting a slight excess of high stress among daily users.

3-4 Times a Week Users: Observed: 5 (Low Stress), 5 (Medium Stress), 5 (High Stress), Expected: 5.25 (Low Stress), 7.25 (Medium Stress), 3.5 (High Stress), The observed values are very close to the expected values, indicating no strong deviation or excess of stress in any category for this group.

Rare Users: Observed: 1 (Low Stress), 2 (Medium Stress), 2 (High Stress), Expected: 2.0 (Low Stress), 2.75 (Medium Stress), 1.25 (High Stress), Here, the observed values are very close to the expected values, with only a minor discrepancy in low stress (observed 1, expected 2).

Role of social media in shaping the educational and career aspirations of youngsters – t – test

H₀ - There is no significant difference in educational and career aspirations between heavy and light social media users.

Educational Aspiration: Mean score of 1 to 5, where 5 indicates high aspiration for higher education and 1 indicates low aspiration. Career Aspiration: Mean score of 1 to 5, where 5 indicates strong career ambition and 1 indicates low ambition.

Since the calculated t-statistics for both educational aspirations (3.62) and career aspirations (4.67) are greater than the critical value (1.990), we reject the null hypothesis for both tests. This means that there is a significant difference in educational and career aspirations between heavy and light social media users. Heavy social media users tend to have higher educational and career aspirations compared to light social media users. This could indicate that social media exposure is positively influencing their aspirations, possibly through access to information, networking, or inspiration from role models on social media platforms.

SUGGESTIONS:

Based on the analysis of the patterns of social media usage, its impact on mental health and well-being, and its role in shaping educational and career aspirations, the following suggestions can be made:

· Promote Healthy Social Media Usage

· Provide Mental Health Support and Resources

· Utilize Social Media for Educational and Career Guidance

· Incorporate Social Media in Career Counseling Programs

· Develop Digital Literacy and Critical Thinking Skills

· Strengthen Social Media Platforms’ Policies on Mental Health

· Research and Data Collection for Ongoing Improvement

These suggestions aim to mitigate the negative effects of social media usage, harness its positive potential in shaping educational and career aspirations, and promote overall well-being for youngsters in Madurai District.

CONCLUSION:

The study aimed to analyze the patterns of social media usage among youngsters in Madurai District, examine its impact on their mental health and well-being, and assess its role in shaping their educational and career aspirations. Social media has become an integral part of the daily lives of youngsters in Madurai, with a majority of them using it daily. Platforms like WhatsApp, Instagram, Facebook, and YouTube dominate their usage. The frequency of social media usage varies, with some youngsters spending a significant amount of time online, while others engage more casually. The data indicates that daily users are the majority, indicating a deep integration of social media into their routines.

Platforms like LinkedIn, YouTube, and Instagram have been particularly effective in providing career-related insights and educational content, which inspire many youngsters to aim for higher studies and specific professional goals. However, there is a growing concern that some youngsters may face unrealistic expectations, driven by the curated and sometimes exaggerated portrayal of success on social media platforms. It is crucial to promote balanced and healthy social media usage. Awareness programs focusing on the impact of excessive usage on mental health should be implemented in schools and colleges.

Mentorship and networking opportunities on social media can be encouraged to further foster educational and career aspirations. Educational institutions should leverage social media as a tool for career counseling, online learning, and connecting students to professionals and mentors.

Social media platforms should take responsibility for offering features that promote well-being, including screen time management and mental health resources.

SUGGESTION TO FUTURE IMPLEMENTATION

The findings from this study emphasize the need for careful management and guidance regarding social media usage among youngsters in Madurai District. To improve future engagement with social media, while minimizing its potential negative effects, the following suggestions are recommended for future implementation:

· Implementation of Digital Literacy Programs

· Promotion of Mental Health Awareness

· Regulation and Awareness of Social Media Platforms

· Career Development and Educational Opportunities

· Promote Digital Detox and Offline Activities

· Parental and Community Involvement

· Ongoing Research and Data Collection

The rapid growth of social media use among youngsters in Madurai District presents both opportunities and challenges. By adopting a proactive approach that includes education, regulation, mental health support, and career guidance, it is possible to mitigate the negative impacts of social media while maximizing its potential as a tool for personal, educational, and professional growth. Implementing these suggestions will help ensure that social media usage among youngsters contributes positively to their development while protecting their mental well-being.

ACKNOWLEDGEMENT:

The researcher, M. Narayanan, sincerely thank the Tamil Nadu State Council for Science and Technology (TNSCST), Chennai, for financial support in the form of Research Funding for Research Scholars (RFRS) for 2021–2022. I want to tell them how much I appreciate their help. (RFRS/VM/10/2021–2022) and TNSCST

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Received on 11.02.2025 Revised on 12.03.2025

Accepted on 05.04.2025 Published on 28.05.2025

Available online from May 31, 2025

Asian Journal of Management. 2025;16(2):153-157.

DOI: 10.52711/2321-5763.2025.00024

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. Creative Commons License.

Social Media Usage	Educational Aspiration (Mean Score)	Career Aspiration (Mean Score)	No. of Respondents
Heavy Users	4.2	4.5	40
Light Users	3.6	3.8	40

Social Media Usage Frequency	Observed Low Stress	Observed Medium Stress	Observed High Stress	Expected Low Stress	Expected Medium Stress	Expected High Stress
Daily	20	30	20	22.75	32.375	14.875
3-4 times a week	5	5	5	5.25	7.25	3.5
Rarely	1	2	2	2.0	2.75	1.25