A STUDY ON SOCIAL MEDIA INFLUENCE ON PERSONALITY DEVELOPMENT AND ITS IMPACT ON QUALITY OF LIFE WITH SPECIAL REFERENCE TO MILLENNIALS.

Abstract

Social media has changed the life of people in many ways. The highest percentage of social media users are Millennials, also referred to as 'Generation Y' or 'net generation,' who have grown up understanding the power of the Internet. According to Howe and Strauss "Millennial cohort consists of the individuals born between 1982 and 2004 ". These people have grown up with variety of technological advances, such as computers and the Internet. Millennials connectedness has started creating new kinds of relationships which are different from older generation. Many Researchers identified through their research both positive and negative impact of social media on Millennials. Since social media plays a very important role in the life of youngsters, carrying out research on how these media impacts the millennials on the personal growth will be more appropriate in the current situation. The study is proposed with the objectives to identify the different types of use and intensity of use of social media among millennials in Coimbatore city, to understand theinfluence of Social media on the personality development of millennial with special reference to the selected five dimensions namely self-esteem, self-knowledge, talent development, physical and mental health and behavioural changes and its impact on quality of life. Data was collected from 930 college students and results are analyzed using various statistical tools. Based on the results suggestions are given to academicians and employers for the effective use of social media among the millennials.