• SUNANDIT CHAUDHURY
• Dr. Vikas Tripathi
• Dr. Shivkant Tiwari

Social media has emerged as a powerful and ubiquitous platform that has significantly transformed the way young people interact, communicate, and consume information. This abstract explores the multifaceted relationship between social media and youth, examining both the positive and negative aspects of this digital phenomenon. The advent of social media platforms has provided unprecedented opportunities for youth to connect with peers, share experiences, and express themselves creatively. It has facilitated the formation of virtual communities and global networks, enabling young individuals to engage in diverse cultural, educational, and social exchanges. Moreover, social media has given youth a voice, empowering them to participate in public discourse and advocate for causes they believe in. However, the pervasive influence of social media on youth also raises concerns about its potential detrimental effects. Excessive usage of social media has been associated with negative mental health outcomes such as anxiety, depression, and low self-esteem. The constant exposure to carefully curated and often unrealistic representations of idealized lifestyles may contribute to social comparison and feelings of inadequacy among young people. Moreover, the ease with which misinformation spreads on social media platforms can impact the critical thinking skills of youth and shape their worldview. Social media has become an integral part of the lives of today's youth, shaping their identity, social interactions, and perceptions of the world. While it offers unprecedented opportunities for self-expression and connectivity, it also presents significant challenges. By understanding the complex interplay between social media and youth, we can strive to create a digital environment that maximizes the benefits while minimizing the risks for the younger generation.

social media, information, advertising, communication, negative effect, cyberbullying

"The Impact of Social Media on Youth in the perspective of marketing", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 6, page no.j561-j573, June-2023, Available :http://www.jetir.org/papers/JETIR2306965.pdf

"The Impact of Social Media on Youth in the perspective of marketing", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 6, page no. ppj561-j573, June-2023, Available at : http://www.jetir.org/papers/JETIR2306965.pdf