THROUGH SEM MODEL IDENTIFY THE INFLUENCE OF SOCIAL MEDIA ON COLLEGE STUDENTS IN ERODE DISTRICT

Social media diffusion has accentuated among the college students across the globe in particularly in Erode district of Tamilnadu. Social media are becoming very popular among the college students and teachers. In the present age, all the generations of the internet users are using social media because it is becoming a prominent communication tool. It fills the academic gap between students and teachers. In this research, it is necessary to better understanding of how the college students are investing their skills for navigating social media for communicate with others. Also, this study examines the factors affecting the students usage level of social media. For this, around 210 college students were selected randomly who are studying in Arts and Science Colleges in Erode district of Tamilnadu, India. Questionnaire is an important tool for data collection. The collected information from the students were analysed by using SPSS 22.0 and AMOS 22.0. The statistical tools are using for this research are percentage analysis, mean score analysis, Anova analysis and Structural Equation Modelling. Theresult of this research has indicated that the UG Arts group students are highly impacted in using social media than science group students.