Understanding The Social Media Usage Pattern And Behavior Of Generation Y Users-An Exploratory Study

Social media has emerged as a very important topic during the past two decades. Its opportunities and challenges have been widely acknowledged by marketers today. The key to social media are the people who use it. Social networks provide a platform for users to consume content, participate and produce content. These activities have to be thoroughly understood. This research study is an endeavor to understand the usage pattern and usage behavior of social media among Generation Y users.