Impact of Social Networking Sites on Personality & Attitude of Young Adults (Research covering the young adults‟ lives within Korangi, Karachi)

Abstract

The author analyzes the impact of social networking on young adults specifically, youth of our country so the importance or impact of these online social networking can be highlighted. From this research the collected data from young adults working in organizations as well as researching in universities and coaching centers situated within and around Korangi, Karachi. In this research article, the authors describe the impact of these social networks on the attitude and behavior of the young adults. Here is a data which is collected through a questionnaire based on likert scale questions and all the collected data has been processed through statistical software and results are gathered and explained separately for each variable. Statistical Tests were conducted on the basis of regression analysis to check the stability and authentication of the variables. As per the data collected in this research and processing of results gathered through statistical analysis, the Social Networking Sites do have a strong impact on Attitude and Personality of young adults. As the results shows there is a strong relationship between SNS, Personality and Attitude. It also shows that the increased use of SNS affects both personality and attitude of young adults. Further, the author will recommend that marketing researchers should focus on this research topic because through social networking sites, quality first hand data can be gathered to analyze consumer behavior as well as market trends and demand. This research should not be limited to young adults only but should expand to elder people as well because they spend good time on social networking sites in their daily routine.