Volume : VIII, Issue : II, February - 2018

IMPACT OF SOCIAL MEDIA ON CONSUMER ENTERTAINMENT BEHAVIOUR: A PARADIGM SHIFT IN NEW MILLENIUM

Dr. Santosh Kumar Panigrahi

Abstract :

 

The new millennium has witnessed a paradigm shift in the world of entertainment due to the use of social media. Due to the advent of social media, more people are using internet as a source of entertainment instead of watching television or films. There is a sea change in consumer behavior in entertainment consumption as an increasing trend is witnessed towards use of social media. Even in underdeveloped world too more and more numbers of people have become prone to use of social media instead of using traditional medium of entertainment. As per finding of various studies, social media has been accepted as most popular medium of entertainment by many including illiterate too. Irrespective of class, educational status and gender, more than 50% people today believe that social media is a form of entertainment. In comparison to developed countries like US, Britain and china, India has witnessed a major paradigm shift with nearly 48% urban consumer and 35% rural consumer accepting and preferring social media for entertainment purpose. At this backdrop, the present paper has made an earnest and humble attempt to answer and analyze the fundamental research questions how social media has changed the entertainment experience as consumed previously through film, TV, radio. The present paper systematically enquires the impact of social media on consumer behavior in entertainment world and analyses its changing dynamics.

Keywords :

Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

Dr. Santosh Kumar Panigrahi, IMPACT OF SOCIAL MEDIA ON CONSUMER ENTERTAINMENT BEHAVIOUR: A PARADIGM SHIFT IN NEW MILLENIUM, INDIAN JOURNAL OF APPLIED RESEARCH : Volume-8 | Issue-2 | February-2018

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