Psychological Dependence on Social Media Usage of College Youth
G. Archana1, P. Balaji2

1G. Archana, Ph.D Research Scholar, Department of Commerce, VISTAS, (Tamil Nadu), India.
2Dr. P. Balaji, P.G Research, Assistant Professor, Department of Commerce, Guru Nanak College Autonomous, Chennai (Tamil Nadu), India.
Manuscript received on 20 January 2020 | Revised Manuscript received on 29 January 2020 | Manuscript Published on 04 February 2020 | PP: 277-280 | Volume-8 Issue-4S4 December 2019 | Retrieval Number: D10731284S419/2019©BEIESP | DOI: 10.35940/ijrte.D1073.1284S419
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Abstract: The present study was exploratory and diagnostic in nature to examine the level of psychological dependence on social media networking sites usage of college youth in Chennai city of Tamil Nadu. This research was adopted survey method and structured questionnaire was collected from200 college students residing in Chennai city to gather the information and perception on psychological dependence on social media networking sites addiction. The data collected were subjected to data analysis using PSPP software and statistical tools such as, percentage analysis, descriptive analysis and exploratory factor analysis to understand the level of social media addiction of college students. psychological dependence on social media networking sites variables have been reduced to Five independent factors and the most dominant factor is Communication Factor (CF) followed by, Curiosity Factor (CUF), Attention Factor (AF), Time Factor (TM) and Upgradation Factor (UF) in their order of dominance.College youth are opined thatthey are more excited and curious to use a greater number of social media networking sites due to growth of internet and mobile penetration.To conclude, college youth can use social media networking sites with some limit timer through self-control and they should spend their quality time in the real world rather than the virtual world.
Keywords: Social Media, Networking Sites, Psychological Dependence, Curiosity, Attention and Social Interaction.
Scope of the Article: Social Networks