A Study on the Utilization Pattern of Social Media among the Students of Assam Agricultural University

ABSTRACT The study entitled “A Study on the Utilization Pattern of Social Media among the Students of Assam Agricultural University” was conducted with objective to examine the profile characteristics of its students, assess their social media utilization patterns, and describe the problems faced by them while using social media. A descriptive research design was employed, and a multi-stage random sampling technique was used to select 120 respondents from the 2nd, 3rd, and 4th-year undergraduate students of the college of Agriculture, AAU. Data were collected using a pretested, semi-structured research schedule through personal interviews. Regarding the profile of the respondents, the study revealed that the majority of the students were belonged to the age group in between 21- 23 years. Nearly (60.00%) of the students had a medium CGPA, and sports were the most popular extracurricular activity. The majority had more than three years of social media experience. Around (60.00%) of their parents belonged to the medium-income category. Most students preferred using mobile devices to access social media and demonstrated the highest level of knowledge regarding WhatsApp, followed by YouTube