Gen Y and connected consumers - A study of their opinion management in social media

Abstract

The much famous proverbial line that often does the rounds in India is that “India talks too much”. India has the habit of talking on any issue under the sun, anytime, anywhere and with anybody. Where talking seems to be the most important prerogative, there the social media has emerged to be the new avatar of expression and has given this much means of expression a new dimension. The business of opinion creation, generation, formation, sharing, promotion, and its subsequent distribution and transmission by the gen Y, all under one roof, is keeping India alive. The researcher aims to find out the evolution and nature of this new concept as business, the uniqueness of this concept from others, and understand the theory of opinion generation through opinion leaders and its impact in creating a connected consumer. While doing so the researcher besides studying and analyzing various literatures, has also attempted to conduct a survey of 300 samples from a population which consisted of Industrial area of Durgapur and a metro city Kolkata, among the Industry Professionals and young students. Also review of pertinent literature related to the topic has been traced, analyzed and discussed. Both qualitative as also quantitative research methods have been carried out. Surveys, and questionnaire, have been used and proper statistical measures have been employed to analyze them.