Social networking sites (SNSs) usage is a common phenomenon nowadays. Social Networking Sites are basically internet based tools that facilitate communication, content exchange, and collaborate in multiple ways. Beginning with sixdegrees.com (Boyd & Ellison, 2007) SNSs have evolved with complex functionalities and grown to engulf the globe particularly after the genesis of Facebook in early 2004 and it is now the largest SNS in terms of user base (Staticbrain.com, January 2016)
Social Networking Websites or Social Networking Sites (SNSs) have become an everyday social activity for peoples across the world (Boyd & Ellison, 2007). Ever increasing penetration of the Social Networking sites have become a fad amongst the young adults. Ofcom research data found that just over one fifth (22%) of adult internet users aged 16.
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According to Kuss& Griffiths (2011), Consumer researches and empirical data on SNS usage reveals that overall regular usage of social media has increased over the last few years and SNSs are mostly used for social purpose; for maintaining the already established offline networks, relative to individual one. Further they point out that teenagers and students are making most of SNSs as compared to general population. Some latest researches are also pointing towards the fact that young adults are making most of the Social Networking Sites. A report based on the Pew Research surveys viz.; 'Social Media Usage: 2005-2015' points out that 65 % adults now use Social media up from 7% in 2005. And there is relation between social media use and age. Those in the age group of 18-29 are the most likely user of social media. Today as per the Pew research data, 90% of young adults use social media; compared to 12% in 2005. There is no surprise that social Networking Sites usage and their impact and social and cultural implication have now become hot topics of research.
Tham, J., &Ahmed, N. (2011) in their study examined the usage and implication of social networking sites among college students. Results of the study revealed that female college students spent more time on SNSs than male students. In general the time spent on SNSs decreased as the age of the respondent increased.
Kumar, A. & Kumar, R. (2013) made an attempt to study the activities and reasons for using social networking sites by post graduate students and research scholars Results of the study found that majority of the respondents were aware of and making use of such application in their research work. The study also revealed that Facebook is most popular SNSs among the all categories of students and research scholars.
Bhola, R. M., & Mahakud, G. C. (2014) indicates that most youngsters begin social networking at 14.6 years; the average time spent on Social Networking is 3.6 hours daily. Facebook is most preferred SNS for the function of Chatting and making friends night chatting and interaction with the opposite sex is common, have interest in electronic gadgets, ignore daily activities, hide their online tasks from others, use SNS secretly, and feel frustrated in its absence.
Arumugam, B., Nagalingam, S., &Ganesan, R. (2014)indicated that majority of teenagers were addicted to Social Networking Sites and hence proper steps should be taken to create awareness among teenagers and their parents regarding the addictive behavior and risk factors associated with the usage of Social Networking Sites.
Sampasa-kanyinga, H., & Lewis, R. F. (2015) in their study investigated the association between time spent on Social Networking Sites (SNSs) and unmet need for mental health support. Among other things It was found that out of total samples 25.2% of students reported using SNSs for more than 2 hours every day, 54.3% of students reported using SNSs for 2 hours or less every day, and 20.5% reported infrequent or no use of SNSs.
Mamta et al. [10] tested for affiliation that exists between Higher Education and Social Networking Site. Mining algorithms provided by NASA tools like Like-Analyser, Gephi, Wolfram Alpha, and NodeXL to assess presence and participation factor of students and education professionals in social network graphs are utilized in this study, and analysis finding related to social network analysis predicted that social networking on Facebook and higher education work in parallel.
Purva et al. [12] presented that online social networking like Facebook and Twitter have the fastest means of communication and having gained wide popularity have revolutionized interpersonal communications by providing a platform to individuals for expressing themselves at a global level, beyond their immediate geography. The authors present the study on diffusion dynamics of specific real world events, discussed on Twitter, with respect to location and time. The events were categorizes into broad categories based temporal (short or long), geographical distribution (local or global), information diffusion (viral or gradual), influence (popular or unpopular), and the cause (natural or planned). It was conclude that the three-dimensional analysis of real-world events by exploring relationships among them.
Kumar et al. [9] propose a sentiment analysis method on the tweets in Cloud environment and utilized Hadoop for intelligent analysis and storage of big data on Facebook and Twitter. The reason is that handling huge amount of unstructured data is a tedious task to take up. The current Analytics tools and models used that are available in the market are not sufficient to manage big data. Therefore, there is a need to use a Cloud storage for such type of applications. The big data due to rise in social media has gathered huge interest among users and social networking site data is being used for various purposes including prediction, marketing, and sentiment analysis.
Mittal et al. [11] analyzed the effects of online shared sentiments of emoticons, interjections, and comments extracted from posts and status updates. The authors also conducted a survey on the responses on the World Wide Web as an extensive large virtual space with users sharing and expressing views and opinions. Communication with the known and unknown residing anywhere on the globe at any point of time with the consumers being influenced by the social media whether intentionally or unintentionally
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