Role of E-Media in Decision Making Process: An Emp irical Study with Special Reference to Urban Youth in India

Abstract

E-media has touched every aspect of urban youth in India, be it their lifestyle, psychology, opinion, decision making process, consumption patterns or any other field. The phenomenal growth in Media Sector has a great impact on Indian population in rural & urban areas. The rural or urban population has their own media choices, but the urban youth has their own priorities while consuming media. The major objectives of the current research paper are. (1) To find out the perception of urban youth towards various media options including e- media. (2) To find out the factors affecting the choice & the preferences of media vehicles amongst Urban youth, with special reference to e-media. (3) To find out the role & impact of e-media on Decision Making Process with special reference to urban youth For this research paper, a pilot survey has been conducted in Delhi, NCR region and Western UP to explore all the factors affecting the choice & the preferences of media vehicles amongst Urban youth, with special reference to e-media. Based on this pilot survey, a highly structured, closed ended questionnaire was formulated on a Likert Scale. The primary data was analyzed using statistical tools like Factor Analysis, Hypothesis Testing using Chi-Square and Scatter Plotting.

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