AN EMPIRICAL STUDY ON SOCIAL MEDIA USERS’ PERCEPTION, EXPERIENCE AND BEHAVIOR IN INDIA

Social media has become an integral part of people’s lives, with increasing numbers of users worldwide. While social media offers various benefits, it has also been associated with negative outcomes such as cyberbullying, hate speech, privacy violation and the spread of misinformation.The study examines the frequency and duration of social media use, the types of social media platforms used, the reasons for sharing on social media, and user experience on social media.The study also aims to understand user perceptions on political governance on social media, and user perspective on accountability of social media platforms. The results of this study help in understanding the social media landscape in India, the risks, and benefits of social media use, and contribute to the development of interventions aimed at mitigating the negative effects of social media.Overall, this study provides insights into the perception, experience, and behavior of social media users in India, and contribute to the growing body of research on the impact of social media on the society.