Indira Management Review

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There is no doubt that social media has gained wider acceptability and usability. It is also becoming the most important communication tool among students, especially, at the higher level of educational pursuit. Social media is viewed as having bridged the gap in communication. Among the social media, Facebook, Twitter, WhatsApp and others are gaining popularity. Herein, with this paper, the researcher is focusing on the impact of WhatsApp on the college students. WhatsApp and other social networking sites are seen as 'Global Consumer Phenomenon' with an exponential rise in usage, within the last few years. Therefore, this study is intended to provide insight into emerging phenomenon of addiction to WhatsApp. The findings indicate that extroverts appear to use WhatsApp for social enhancement, whereas introverts use it for social compensation. Negative correlates of WhatsApp usage include decrease in real life social community participation and academic achievements as well as relationship problems, each of which may be indicative of potential addiction.
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