Jaipuria International Journal of Management Research

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Assessing the Behavioural Patterens of Internet Addiction:A Study of Indian Millenials


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1 Jaipuria Institute of Management, Noida, India
     

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India is on the brink of a digital revolution with favourable demographic dividend, growth in earning population and increase in digital literacy initiatives by the government. A digital world empowered by internet offers tremendous opportunities for the youth. This would have an impact on the way they consume media, their buying habits and their social behaviour. However, the digital landscape has not only emerged as a communication platform but also as an addictive entity amongst the youth. The present study is a preliminary attempt to understand the extent of digital addiction amongst students in colleges. The paper reports the results of a pilot study conducted with 44 respondents from B-schools as a part of a larger ongoing study in Delhi-NCR. The pilot study helped in developing a more robust, reliable and relevant data collection tool. The data was collected through a self-administered questionnaire based on Kimberley Young’s Internet Addiction Test (IAT). The impact of digital addiction on society’s well-being as well as its implications is also discussed in the study.

Keywords

Sports, India’s Olympic Performance, Management and Sports, Strategy and Players Performance Enhancement.
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  • Assessing the Behavioural Patterens of Internet Addiction:A Study of Indian Millenials

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Authors

Vinita Srivastava
Jaipuria Institute of Management, Noida, India
Banasree Dey
Jaipuria Institute of Management, Noida, India

Abstract


India is on the brink of a digital revolution with favourable demographic dividend, growth in earning population and increase in digital literacy initiatives by the government. A digital world empowered by internet offers tremendous opportunities for the youth. This would have an impact on the way they consume media, their buying habits and their social behaviour. However, the digital landscape has not only emerged as a communication platform but also as an addictive entity amongst the youth. The present study is a preliminary attempt to understand the extent of digital addiction amongst students in colleges. The paper reports the results of a pilot study conducted with 44 respondents from B-schools as a part of a larger ongoing study in Delhi-NCR. The pilot study helped in developing a more robust, reliable and relevant data collection tool. The data was collected through a self-administered questionnaire based on Kimberley Young’s Internet Addiction Test (IAT). The impact of digital addiction on society’s well-being as well as its implications is also discussed in the study.

Keywords


Sports, India’s Olympic Performance, Management and Sports, Strategy and Players Performance Enhancement.

References





DOI: https://doi.org/10.22552/jijmr%2F2017%2Fv3%2Fi2%2F162941