A

Research project

On
‘IMPACT OF SOCIAL MEDIA ON Y G EDUCATIONAL
PERFORMANCE’

For the course fulfilment of

Master of business Administration (MBA)
For Academic Year
(Batch: 2018-2020)

SUBMITTED BY
Sakshi Saini
(2018213045)

GUIDED BY
Dr. Vinay Kumar Yadav

Department of Humanities and Management Sciences

Madan Mohan Malviya University of Technology, Gorakhpur 273002(UP)

INDIA
 DECLARATION

I SAKSHI SAINI, a student of MBA from Madan Mohan Malaviya University of Technology,
Gorakhpur hereby declare that I have completed this project on “IMPACT OF SOCIAL
MEDIA ON ‘Y GEN’ EDUCATIONAL PERFORMANCE” in the academic year 2018 – 2020
under the guidance of Dr.Vinay Kumar Yadav, Assistant Professor, Department of Humanities
& Management Science, MMMUT, Gorakhpur. The matter presented in this report
incorporates the results of independent investigations carried out by me. The information
submitted is true and original to the best of knowledge. And also, no part of this report has been
submitted for any Degree to the Madan Mohan Malviya University of Technology or any other
university/institutions in India.

SAKSHI SAINI
2018213045
 MADAN MOHAN MALAVIYA UNIVERSITY OF TECHNOLOGY

GORAKHPUR-273010

BONAFIDE CERTIFICATE

This is to certify that SAKSHI SAINI is a bonafide student of Humanities & Management
Science Department of this college, registered for M.B.A. degree program for the year 2018-
2020. She has done his Research report on “IMPACT OF SOCIAL MEDIA ON ‘Y GEN’
EDUCATIONAL PERFORMANCE”

Prof. S.C. Jaiswal

Coordinator

Humanities & Management Science Department,

MMMUT
 PREFACE

Research report is the most vital part of a MBA course, both as a link between theory and actual
business practices as well as an opportunity for hand son experience in corporate environment.
The project provides an opportunity to a student to demonstrate application of his/her
knowledge, skill and competencies required during the technical session. It also helps the
student to devote his/her skill to analyse the problem to suggest alternative solutions, to
evaluate them and to provide feasible recommendations on the provided data. The project is on
the topic of “IMPACT OF SOCIAL MEDIA ON ‘Y GEN EDUCATIONAL
PERFORMANCE” Although I have tried my level best to prepare this report without any error,
all effort has been made to offer the most authenticate position with accuracy. I express my
sincere gratitude to my guide Dr.Vinay Kumar Yadav for assisting me throughout the
preparation of this topic. I thank him for providing me the reinforcement, confidence and most
importantly the track for the topic whenever I needed it.
 ACKNOWLEDGEMENT

It is not possible to prepare a project report without the assistance and encouragement of other
people. This one is certainly no exception.

On the very outset of this report, I would like to extend my sincere and heartfelt obligation
towards all the personages.

I owe profound sense of regards and gratitude towards Dr.Vinay Kumar Yadav who have
continuously guided me and supported me in all the tasks by giving me valuable insight into
issues like the meaning of IMPACT OF SOCIAL MEDIA ON ‘Y GEN EDUCATIONAL
PERFORMANCE” its objectives & tools and concept, as well as steps to be considered in the
field of MARKETING.

Last but not the least, I would like to thank Dr. A.K. Daniel and Prof. S.C. Jaiswal (Coordinator-
HMS, Madan Mohan Malaviya University), I would give my sincere thanks to Dr.Vinay
Kumar Yadav (Faculty guide) for giving me sound concepts which helped me in writing this
project and all my faculty members for their indefatigable guidance, valuable suggestion and
encouragement throughout and making my concepts of the subject strong which helped me
practically during my internship.

I would also like to thank all those who helped me directly or indirectly in completing this
project.

THANKING YOU

SAKSHI SAINI
 EXECUTIVE SUMMARY

It has become customary to commence the project report with a very brief summary, resting in
brief the purpose of the project, research problem, the methodology, the major findings, the
practicality, the originality and the major conclusions drawn from the research results.

This Project was commissioned to examine the IMPACT OF SOCIAL MEDIA ON ‘Y GEN
EDUCATIONAL PERFORMANCE” The main motive of project report was to enhance my
expertise and extensive knowledge which I gained through my course.

The project has been completed by collecting the primary date through various instruments of
research, such as questionnaire. Secondary data was also used as per the availability from
different sources. During the project, I have learnt the procedure and various other aspects,
their function and operation by applying theoretical knowledge and concepts to the best. The
major findings were that “IMPACT OF SOCIAL MEDIA ON ‘Y GEN EDUCATIONAL
PERFORMANCE” seemed satisfied .This project deal with to identify the factors responsible
for increasing use of number of people attracted towards social media for their educational
purpose & to Analyze Impact of Social Media on Y GEN Education Performance .
Table of Contents

Abstract ...................................................................................................................................... 1
1. Introduction ........................................................................................................................ 2
1.1 Objectives .................................................................................................................... 2
1.2 Research questions ...................................................................................................... 3
2. Literature Review ............................................................................................................... 4
3. Data Analysis based on online Survey ............................................................................... 6
3.1 Methodology ............................................................................................................... 6
3.2 Data Analysis .............................................................................................................. 6
3.3 Findings ....................................................................................................................... 9
3.4 Conclusion................................................................................................................. 10
3.5 Recommendations ..................................................................................................... 10
References ................................................................................................................................ 12
Manuscripts to be communicated ............................................................................................ 13
List of Figures
Figure 1 Social media effect on increasing efficiency of y gen educational performance ........ 6
Figure 2 Social media in changing way of youth learning ........................................................ 7
Figure 3 Social media accessibility for educational purpose ..................................................... 7
Figure 4 Social media as a tool for completing academic and competitive work ..................... 8
Figure 5 Social media as a cheap source ................................................................................... 8
Figure 6 Time spent on social media for the educational work ................................................. 9
Abstract

This paper basically deals with the impact of social media on YGen educational performance.
To complete this paper questionnaire was prepared and 100 respondents were participated. The
main objectives of this paper is to know increasing no of peoples attracted towards social media
for their educational purpose. Findings shows that social media is a cheap, and very accessible
source to use it as a educational tools. The analysis shows that most of the student’s uses social
networking sites such as Facebook, LinkedIn, You-tube, Instagram, etc.to complete their
academic as well as competitive works. In this analysis it was observed that 30.7% of the people
spent 2-3 hours on social media for their educational purpose. Maximum no of youths consider
You-tube as best social networking sites to clear their doubts regarding their problems related
to any queries in education fields, it also provides online classes for their user. Social media is
a new sensation which are liked by peoples of all the age groups because it provides daily
updates in all the fields. Doubts clearing sessions and online video classes have made it more
powerful tools. Youth finds it easier to connect and operate. Peoples have become addicted to
it in every aspects whether they use it for their educational works or for any other purposes
.The overall analysis shows the positive impact of social media on YGen educational
performance. Excessive use of anything is bad so one must be careful enough to use social
networking sites as per their need in order to have a positive impact of it.

Keywords:-Social media, YGen, educational Performance, social networking sites.

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1. Introduction

Social media are the online platform that allows peoples to connect with each other near and
far. The modern reality requires us to stay in touch and keep abreast of the latest news and
trends. Within the past decades or so social media such as, Twitter, Myspace, U-tube, Flickr,
Yahoo messenger, LinkedIn, Whatsapp messenger, Skype, Google talk & other have grown at
a very fast pace. As per a statistic report from a websites statista.com there are 3.48 billion
social media users in the world around the year 2019 & approx. 4.39 billion internet users in
2019. Social media is not only used by working people but it’s also quite popular amongst
youths for their educational purpose. Youths are extremely busy in accessing number of
educational sites such Google books, Microsoft academic, science.gov, Coursera , U-tube etc.
U-tube online classes which are run by top online educators which are very beneficial for both
the students pursuing their academic studies as well as the competitive studies. These classes
act as a boom for those students who are not able to continue their studies further due to
financial crises or some other dearth. Using the tools for the educational perspective of social
networks are important as they can be our best allies in education; however, it uses within
school hours which has an impact on student learning and performance. This project basically
deals with impact of social media on youth academic performance. Social networking can be
seen at every corner of the world due to which it has become international trend. Social media
has evolved as one of the important tools where people share, write, and read contents, share
pictures, do online chatting as well as perform their academic work. Popularity of social media
is on trend and it’s never going to vanish as people has become quite addicted to it for every
sorts of their work or one can say it has become part of their daily routine. Social media plays
very crucial role in student’s academic performance as well as in socialization.

1.1 Objectives
1) To identify the factors responsible for increasing use of no. of people attracted
towards social media for their educational purpose.
2) To analyze impact of social media on Y Gen education performance.

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1.2 Research questions
1. Is social media increases the efficiency of Y Gen educational performance?
2. Do you agree that social media is easily “accessible for” educational purpose?
3. Do you agree that social media is best way for students to complete their academic or
competitive syllabus?
4. Do you agree that social media is a cheap source for accessing educational purpose?
5. Do you agree that social media is changing the way of learning?

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2. Literature Review

There is no denying fact that social media has become quite popular tool among youth for
various purposes. One of the major function of social media nowadays is the availability of
online classes, free pdf files, doubt clearing section, topic wise classes etc. These classes proves
to be very effective for students who are pursuing their academic as well as any types of
competitive exams, These classes are boon to those students who are not able to pay the higher
fees of coaching classes and can easily access these classes online in lower amount. Social
media such as u-tube, Facebook, instagram, telegram etc. are proves to be quite effective in
providing better online classes and study materials content either free or paid.
(Very little amount as compared to offline coaching classes) These easily available online
classes has change the learning scenario amongst youths and has positively affected in their
studying performance. Since social media are cheaper source hence people get easily attracted
to it:
1. Himendra Balalle states that; although social media is a very effective tool for education
among youth but it’s use not so effectively determined for the school students studies
because the marks obtained by students and the no of time spent on social media for
educational purpose is not positively correlated not only this students spending fewer
hours on social media had managed to achieve very good marks in the examination.

2. Salman Y. Guraya states that majority (75%) of the respondent’s admitted using SNSs
(Social networking sites) whereas 20% used these sites for sharing academic & educational
performance. Single studies cannot explored the impact of social media happening

Youth’s academic performance. Use of SNSs by medical students helps them to explore in
their fields, as lots of contents and surgery videos are available on you-tube which provide
them a path or guidance for their work. This will train tomorrow’s doctors in fostering their
skills of digitals technology for educational purposes also.

3. Social media is easily accessible to everyone in this world. Social media such as
Facebook, YouTube, instagram, Google plus etc. are various alternatives, through which
users share, create, innovate some stuff or they introduce themselves and connect with other

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users.

4. Latest fashion is that people communicate by status updates, tag stories, instagram
pictures or through various emoji symbols to tell about their current moods etc. Facebook
is very effective tools to interact with peoples all over the world, you-tube is easily
accessible tool where you can easily subscribe any channel and go through any content you
want to read or listen or understand whether it’s your academic, competitive or general
knowledge materials.

5. Today’s peoples are stuck in the web of social media and it’s almost impossible for them
to come out of it. Social media not only helps you to interact with peoples but it also helps
a lot in your studies .One can easily clear any doubt related to their study using you-tube,
Facebook, video chat with your teachers and your peers. Online classes are also available
which proves to be quite effective for students who are not able to join offline classes. E-
books have its own importance.

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3. Data Analysis based on online Survey

3.1 Methodology
In my research methodology, YGen people were the main highlights. Data was collected
through the help of a questionnaire.
 Research design is descriptive.
 The research approach used is quantitative analysis.
 A sample size of 100 respondents is taken.
 Convenience sampling is used.
 Data collection is based on primary and secondary data.
 Data analysis is done with the help of MS-Excel and the analysis of the chart is
done with the help of pie charts.

3.2 Data Analysis

In this study, with the help of Survey Method, data was collected through questionnaire.

Figure 1 Social media effect on increasing efficiency of y gen educational performance

Discussions: The above graph shows the positive impact of social media on YGen
educational performance 59% youth agree with the statement, 29% strongly agree, only 9% of
the people disagree with the statement that social media effect on increasing efficiency of YGen
educational

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Figure 2 Social media in changing way of youth learning

Discussion: This chart shows that 57% of the people agree with the statement and 32%
strongly agree, and only 6% of the people disagree with the statement.

Figure 3 Social media accessibility for educational purpose

Discussions: 59% agree with the statement, 20% strongly agree and only 13% of the people
disagree with the statement. This also shows the positive aspects of social media in terms of
educational purpose.

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Figure 4 Social media as a tool for completing academic and competitive work

Discussions: 41% youths agree with the statement, 31% of the youth strongly agreed, 18%
disagreed. This is also a positive aspect.

Figure 5 Social media as a cheap source

Discussions: 56% of the youths agreed with the statement, 27% of the youths strongly
agreed with the statement only 12.2% of the people disagreed with the statement.

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Figure 6 Time spent on social media for the educational work

Discussions: The above graph shows that 30.7% of the people spent 2-3 hours on social
media for their educational purpose and the least amount of time spent is by 4% people which
is responsible for only 5-20 min.

3.3 Findings

1. The findings show that 59% of the youths agree with the statement that social media is
helpful in increasing the ‘YGen’ educational performance and only 7.8% of the people
disagree with the statement.

2. 59% of people agree that social media is easily accessible for educational purposes.

3. 56.1% of the youths agree that social media is a cheap source for accessing educational
purposes.

4. 41.2% of the people agree and 31.4% of the people strongly agree that social media is
the best way to complete their academic and competitive syllabus whereas only 17.6%
of the people disagree with the statement.

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 5. 57% of the people agree and 32% of the people strongly agree that social media is
changing the way of learning.

6. 55.6% of the people agree and 31.3% of the people strongly agree with the statement
that social media is very helpful in providing daily updates related to study materials.

7. 48% of the people agree and 31.7% of the people strongly agree that infinite content
related to the subject whether (competitive or academic) is available on social media
for educational purposes.

8. 53.9% of the youth say that, they find ‘you-tube’ as the most effective tool for their
educational purpose.

9. 52% of the youth agree and 34.3% strongly agree that social media is helpful in
enhancing knowledge and skills.

10. 57.4% of the people agree and 30.7% of the people strongly agree that social media is
very helpful in providing ‘live sessions’ for students only 8.9% of the youths disagree
with this statement.

3.4 Conclusion

The above research was conducted to find out the impact of social media on YGen educational
performance. The findings shows that majority of people use social media such as you-tube,
Facebook, LinkedIn etc. to perform their educational purpose. The study was conducted on
youth, no of youths participated in the research was 100.The research shows that 53.3% of the
people use you-tube to clear their doubts. Maximum 2-3 hours are spent by youths on social
media to access their educational works. The overall research conclude that there is a positive
impact of social media on youth’s academic performance because most of the youths find social
media a cheap and very reliable source to access for their educational purpose.

3.5 Recommendations

The above findings show the positive impact of social media on YGen educational purposes
but I would add to the points that still books are our best friends. Although at present we have
many options to choose the way of learning according to our comfort and need but one must
not deny the usefulness of books because books are the only way to go into deep study and to

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learn extra things.so I would strongly recommend every youths to use social media only, when
one is not able to solve their queries through classroom studies, teachers or the authenticated
books.

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References
[1] H.Balalalle (March 2018) vol (4), issue (4) “International Journal of advance Research
Ideas & Innovations in Technology, under the title “The impact of social media on the
students’ academic achievement”
[2] Salman Y Guraya (2016) “North American journal of medical sciences, Vol; 8(7), 268,
2016 under title “The usage of SNSs by medical students for educational purposes”a metas
analysis & systemic reviews.
[3] Balakrishnan, V., & Gan, C. L. (2016). Students’ learning styles and their effects on the
use of Social Media technology for learning. Telematics and Informatics, vol, 33(3), 808-
821.
[4] Ahn, J. (2011).Current theories and controversies. Journal of the Association for
Information Science and Technology, 62(8), 1435-1445.under title “The effect of social
network sites on adolescents' social and academic development: Current theories and
controversies”.
[5] Saurabh S, Sairam A. Lecture Notes in Social Networks. Switzerland 2016: Springer
International Publishing; 2015. Effect of Social Networking on Higher Education in India;
pp. 51–68. [Online] Doi:doi.org/10.1007/978-3-319-17716-8_4.
[6] Alahmar AT. The impact of social media on the academic performance of second year
medical students at college of medicine, University of Babylon, Iraq. J Med Allied
Sci. 2016; 6:77–83.
[7] Helou, A. M., & Rahim, N. Z. A. (2014). The influence of social networking sites on
students’ academic performance in Malaysia. International Journal of Electronic
Commerce, 5(2), 247–254.
[8] Rueda, L., Benitez, J., & Braojos, J. (2017). From traditional education technologies
to student satisfaction in Management education: A theory of the role of Social Media
applications. Information & Management, 54(8), 1059-1071.

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Manuscripts to be communicated

1) Sakshi Saini, Vinay Kumar Yadav “Impact of social media on ‘Y gen’

educational performance”

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