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Media Watch
Year : 2015, Volume : 6, Issue : 3
First page : ( 309) Last page : ( 317)
Print ISSN : 0976-0911. Online ISSN : 2249-8818.
Article DOI : 10.15655/mw/2015/v6i3/77893

Impact of Social Media on the Vanity Level of Youngsters in India

Tewari Ruchi1,*, Pathak Santana2

1Amrut Mody School of Management, Ahmedabad

2Centre for Heritage Management, Ahmedabad

*Correspondence to: Ruchi Tewari, Amrut Mody School of Management, Ahmedabad University, Vikram Sarabhai Marg, Navrangpura, Ahmedabad—380 009, India. E-mail: ruchishuk@gmail.com

Online published on 12 September, 2016.


This paper is an attempt to measure the impact of social media on the vanity level of youngsters in India. An experimental research was conducted on a controlled group of 40 participants with an average age of 23 years. Netemeyer's vanity scale was administered on the participants and their vanity was measured. A month later, the participants in the research were put under controlled conditions for two hours and exposed to social media. They were instructed to log into their social media accounts and instructed to engage into activities like updating their status, uploading new photographs, reading comments and going through the number of likes which had been made on their earlier loaded statuses and photographs. Post two hours, their vanity level was measured. Data was analysed using paired sample t tests as well as confirmatory factor analysis and comparison was made along the factors of Netemeyer's Vanity Scale pre and post the exposure to social media activity.


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