Business Research Methodology case study

Case study

1. Social media reel scrolling behavior amongst Indian youth-potential problems and benefits . Submitted by   Anchal Anand Anubhav Sharma Mariyam Saleha 09-05-2024 DIT University 1

2. TABLE OF CONTENTS Introduction Literature review Objective of the study  Research methodology Data analysis Finding Discussion and Conclusion Limitation and Future Studies References  09-05-2024 DIT University 2

3. Introduction In today's digital landscape, social media platforms have become ingrained in daily routines, profoundly influencing human behavior and communication. Among the plethora of content formats available, "reels" have emerged as a favored way to consume short, visually appealing videos, particularly among the youth demographic. In India, with its vast and diverse youth population, social media platforms have found a massive audience. While the entertainment and creative potential of reels are evident, this study aims to investigate their impact on the mental well-being, time management, and privacy of Indian youth. By examining their scrolling behavior and experiences, this research seeks to provide insights into the complexities of digital engagement in contemporary Indian society. 09-05-2024 DIT University 3

4. Literature review Social media has become a cornerstone of youth culture, with platforms like Instagram and TikTok playing a significant role in their daily lives. The introduction of features like Instagram Reels has further fueled the consumption of short-form video content among younger demographics. Indian youth, in particular, are enthusiastic early adopters of these digital trends, spending several hours a day on social media platforms, with a notable portion dedicated to watching and sharing reels. While reels offer a blend of entertainment and information and serve as a creative outlet for many, concerns have been raised about their potential impact on mental health, productivity, and privacy. Excessive consumption of reels has been linked to feelings of anxiety, depression, and poor time management among youth, highlighting the need for a balanced approach to digital engagement 09-05-2024 DIT University 4

5. Objective of the study  The study aims to investigate various aspects of reel consumption among Indian youth. It seeks to understand patterns such as frequency, duration, and preferred types of reel consumption, while also delving into the influence of cultural factors on engagement and content preferences. Additionally, the study will assess the impact of reel consumption habits on mental well-being, exploring correlations with feelings of anxiety, depression, and self-esteem. Furthermore, it aims to analyze the role of influencers in shaping consumption patterns and identify factors that contribute to their appeal among youth. Ultimately, the study intends to provide actionable recommendations to promote balanced and healthy social media engagement among young users. 09-05-2024 DIT University 5

6. Research methodology The research adopts a descriptive research design to comprehensively investigate scrolling behavior among Indian youth, utilizing both qualitative and quantitative data collection methods. It focuses on understanding the frequency, patterns, motivations, and perceived benefits and challenges associated with scrolling on social media platforms. Employing stratified random sampling ensures representation across different demographic groups, enhancing the generalizability of findings. Data collected through structured questionnaires are analyzed using descriptive statistics and thematic analysis. The use of data visualization tools aids in interpreting complex data, while a comparative analysis framework enables contextualization of findings within existing literature. Overall, the study aims to provide meaningful insights into scrolling behavior among Indian youth, facilitating informed decision-making and the development of strategies to promote healthy social media engagement. 09-05-2024 DIT University 6

7. Data analysis In data analysis, the study employs descriptive statistics such as mean, median, and standard deviation to gain insights into the distribution and central tendencies of scrolling behavior among Indian youth. Data visualization tools like bar charts and pie charts are utilized to visually represent the frequency distribution of responses to categorical variables, providing a clearer picture of preferences and trends. Through these analytical approaches, the study aims to derive meaningful insights and draw valid conclusions about the dynamics of social media engagement among Indian youth. 09-05-2024 DIT University 7

8. Finding The findings of the study reveal intriguing insights into the scrolling behavior of Indian youth on social media platforms. Descriptive statistics highlight that a significant portion of participants engage with reels frequently, spending considerable time consuming short video content. However, concerns regarding the potential impact on mental well-being and productivity also emerge, with some participants expressing feelings of anxiety and distraction. Comparisons with existing literature underscore the unique cultural influences shaping scrolling habits among Indian youth, suggesting a need for tailored interventions to promote healthy social media use. Overall, the findings offer valuable insights for stakeholders to develop targeted strategies and initiatives aimed at fostering responsible and balanced engagement with social media platforms among the youth population. 09-05-2024 DIT University 8

9. Discussion and Conclusion Based on the collected data, it's evident that Instagram is the preferred social media platform among the surveyed individuals, with frequent usage observed across genders and locations, particularly in Dehradun. Reels on Instagram are primarily consumed for entertainment, although some users also seek informational content and humor. However, concerns about productivity and emotional well-being arise, as many respondents believe that excessive scrolling negatively affects their productivity and emotional state. Despite these concerns, proactive measures such as task prioritization and privacy settings adjustment are being taken by some individuals to manage their social media usage and protect their online privacy. Overall, while social media reels remain popular and engaging, the findings suggest a need for balanced usage and awareness of potential impacts on well-being and productivity. 09-05-2024 DIT University 9

10. Limitation and Future Studies While the study provides valuable insights into the scrolling behavior of Indian youth on social media platforms, there are certain limitations that should be acknowledged. Firstly, the research primarily relies on self-reported data, which may be subject to biases such as social desirability and recall errors. Additionally, the sample size and demographic representation may limit the generalizability of the findings to the broader population of Indian youth. Future studies could overcome these limitations by employing larger and more diverse samples, incorporating objective measures of scrolling behavior, and conducting longitudinal research to track changes over time. Furthermore, investigating the specific mechanisms underlying the observed associations between social media use and well-being, as well as exploring interventions to promote healthy usage habits, could be fruitful avenues for future research in this field . 09-05-2024 DIT University 10

11. References https://www.researchgate.net/publication/371188647 https://www.semanticscholar.org/paper/ Bargh, J. A., & McKenna, K. Y. (2004). The Internet and social life. Annual Review Psychology, 55, 573–590. Basilisco, R., & Cha, K. J. (2015). Uses and gratification motivation for using Facebook and the impact of Facebook usage on social capital and life satisfaction among Filipino users. International Journal of Software Engineering and Its Applications, 9(4), 181–194. Bellamy, A. J., Williams, P. D., & Griffin, S. (2010). Understanding peacekeeping. Polity. https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7785056/ https://medium.com/@namiranasywa/the-psychology-of-scrolling-why-we-cant-stop-and-its-effect-on-mental-health-80b88287f621 09-05-2024 DIT University 11

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