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Top1. Introduction
In 21st century, social media have intruded people’s everyday life with incredible speed to turn out to be one of the most significant means of communication through technology (Arli, 2017; Lau, 2017). Over a period, social media have evolved as an interactive social platform for conversation and collaboration, as well as for sharing information and expertise (Singh et al., 2010). In today’s era, the popularity of social media has increased significantly. Billions of users worldwide are using social media (Laudon & Traver, 2016). Facebook (FB), YouTube (YT) and WhatsApp (WA) are mostly used social media platforms (SMP) globally. On Facebook, more than one hundred billion messages shared every day (Company Info, 2020). More than 2 billion people in over 180 countries use WhatsApp (About WhatsApp, 2021). With over 560 million active internet users, India is the world's second-largest digital marketplace (Keelery, 2021). Facebook, YouTube, and WhatsApp are among the most popular social media sites in India, based on usage reach (Diwanji, 2020). The regular use of Twitter and comments from other Twitter users seems to have a beneficial impact on the finances raised by the start-up (Singhal & Kapur, 2022). This signifies the importance of this study from marketers’ point of view. With the surge in the SMP usage, the past decade has witnessed paradigm shift in digital advertising, marketing communication and interactive media for reaching out massive customers. One of the upcoming marketing trends that can be witnessed in the next days is for brands to remain organic and honest.
In India, social media was accessed by more than 50 percent of the population in 2020. According to predictions, 67 percent of the population will have access to social networks by the year 2025 (Tanushree, 2022). Around 1.8 billion individuals, or approximately 23 percent of the world's population, are members of the millennial generation, often known as generation Y (Gen Y). Millennials, make up 440 million people, or 34%, of India's overall population. India has over the past several years grown to be the largest millennial market in the world, attracting interest in Indian millennials from all over the world (Priyam, 2021). Deloitte also published research in 2021 that included information on the growing influence of generation Z (Gen Z) in the post-pandemic consumer landscape. Thus, it is necessary for academics and marketers to know how Gen Z and Gen Y access information, interact using web - based technologies, and use social media. This study served aforesaid mentioned purpose and revealed generational differences that exist between Gen Y and Gen Z for social media usage in India.