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M.Phil.
(Social Sciences & Humanities)
A STUDY ON INFLUENCE OF UNIVERSITY’S SOCIAL
MEDIA ON USE INTENTION AMONG COLLEGE STUDENTS

Ph.D. Scholar : Prajapati Roshani G.
Research Supervisor : Dr. Vipul Patel

Regi. No.: 19055131005
Abstract :
The development of social media has altered human life in many ways especially to
college students. There are some factors takes places to the growth and fast
development of social media. Social factors emerged from the increasing adoption of
social networking by younger age groups, economic factors evolved from the availability
of computers and apps, and increased commercial activity among social network
platforms and political factors through increased political participation and a variety of
worldwide policy changes. The purpose if this study is to investigate the influence of
social media of university on use intention among college students. This study followed
the design of a descriptive research. This study cannot afford to conduct study in all
areas of Gujarat, due to time and budget constraints. This work was carried out by
analyzing few samples that may be representative of the population but it is not possible
to generalize the sample analysis results to large populations. In this study, much effort
has been made to explore the influence of social media at university on college student
use intention. Further research is needed because other relevant factors that have not
been taken into account in influencing use intention among college students when using
university social media. Extending the model by adding relevant variables could create a
more comprehensive-power model.

Key words: Social media, university, use intention, college students, social media
activities.

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