A Survey on Facebook Consumption for Social Interaction among University Students of Lahore, Pakistan

Abstract

Aim of the Study: Social media is getting significant attention by users as a means of communication and rapidly covering the Marketplace. Presently it is found that it is also being used by students too because they share their ideas, knowledge, and interact on social networking sites specifically on Facebook. Students sometimes involve their course instructors in the conversation on Facebook for social interaction as they get less time to physically interact with each other. This research aimed to analyze the link between Facebook and social interaction among university students of Lahore, Pakistan. The theoretical framework for this research was “Uses and Gratification”.

Method: The study approach was quantitative. A variable social interaction was proposed that is being affected by Facebook among university students. In this research correlation, independent sample t-test, (ANOVA) one-way analysis of variance, regression line and Cronbach alpha used for statistical analysis.

Findings: Study found that the social interaction is being affected by the use of Facebook within university students. There found positive correlation in the social interaction scale; there was difference by specialization in t-test, there was difference in university, hours, days, programs, CGPA and purpose patterns via ANOVA and regression indicates that academic institute, specialization and duration were the significant contributors in social interaction.

Conclusion: The study concluded that university students use Facebook for social interaction among their Academic Institutes and use Facebook in their home time for social interaction with their fellows, instructors and students.