Published Paper Details:

Abstract The research examines the effect of social media on Indian youth's daily life with a special focus on usage habits, likes and participation behavior. The data were gathered from respondents mainly in their 15-25 age bracket with a few younger and older respondents. Questions related to demographics, level of usage, site favorites, privacy perspectives and style of interaction were asked. Findings showed that Instagram, WhatsApp, and YouTube were the most used daily apps. However, preferred feature combinations revealed 29 patterns of behavior reflecting the heterogeneity of user intentions. Respondents indicated that the primary reasons for social media use were entertainment, networking, and education. However, they also acknowledged some frustrations such as overselling, algorithmic biasness, and platform congestion. Young people made suggestions for new features that would improve customizability, increase privacy control, and reduce distraction. Notably, content format preferences became evident as the highest interaction was recorded on short videos, reels, and other interactive elements rather than traditional text-based updates. These findings are pivotal for platform design, digital well-being, and influencer marketing strategies.