AN EXPLORATORY STUDY OF SOCIAL CAPITAL FORMATION THROUGH SOCIAL NETWORKING SITES

Abstract

The present study has been designed to explore the effects of social media on the social capital formation among university students in Punjab Pakistan. Sociability is essential for the development and maintenance of a network. A person's social behavior may be altered by the usage of digital media, which may make it easier for them to create virtual relationships, which may have negative consequences for their social capital. Even though computer-dependent communication might help people make virtual relationships, it has the opposite effect of increasing interpersonal and face-to-face conversation. In the world of globalization internet particularly social media increase the human interaction across the globe. People develop social relationship with different people and form their online social capital. It is possible that using social networking services for the maintenance and growth of social capital would be extremely beneficial to those who have a social capital investment. Social capital is most typically acquired through intimate relationships with family, close friends, and coworkers, among other things. The main objective of study is to study the basic social media profile and the socio-economic characteristics and its relationship with the social capital formation. Present study was conducted in Universities in Punjab, Pakistan. The study was conducted in large scale universities of Punjab province. Representative Sample of 520 was randomly with the help of Taro Yamani Formula. Data was collected with the help of a questionnaire and analyzed by using SPSS. Logistic Regression and Correlation test was applied to check the relationship between variables, and it was concluded that social media helpful in the formation on online social capital formation that ultimately leads towards the offline bonding and bridging.

Key Words: Social Capital, Social Media, Regression, Correlation, Online Bounding.