Role of Social Media on reshaping the Human Behavior: A Case Study of Pakistan

Abstract

Social media applications are the most used digital tools in the current world. These applications have a very great impact on the behavior of the users. This study aims to examine the role of the social media on the behavior of the people and how social media reshape the behavior of a person. This study examined the five most common social media applications named Facebook, twitter, Instagram, TikTok and snap chat that how these applications are involve in reshaping their user’s behavior. Primary data for the research was collected from the 550 respondents who were the frequent users of the social media applications from across the whole Pakistan by the convenience sampling. The gathered data was analyzed with the help of the SmartPLS using the partial least square structural equation modelling technique. According to the results found by the study shows that Instagram is the most effect application in reshaping the human behavior with a combined effect of the 32.3%. while TikTok is the least effect application which contribute in reshaping the behavior of the human with a percentage of 16.5% impact. While the rest of the other three applications have a moderate role in this case. It is recommended for the all the organization are related organization who are working on human behavior can use the digital tools like Facebook, and other social media applications as tool to reshape the people behavior instead of using other traditional methods. It is also recommended to the marketing companies to use these tools for better attraction of their customers.