Ways in Which Social Affiliation can Be Strengthened - Research Proposal Example

Running Head: HOW SOCIAL AFFILIATION CAN BE STRENGTHENED USING SOCIAL NETWORKING SITES Ways in which Social Affiliation can be strengthened using Social Networking Sites Ways in which Social Affiliation can be strengthened using Social Networking Sites Social networking sites can be defined as online services where users are able to share information and interact with each other (Yildrim, 2011, p. 4). They are made up of two important elements: the relationship between people and use of the media. As such, social networking sites can be said to be composed of different individuals who value each other as relevant to their lives and who use the media to connect, communicate and collaborate. On the other hand, social affiliation can be defined as the urge in individuals to interact with each other (Leary, 2013, p. 865). This paper is a proposal for a study on how social networking sites can be used to strengthen social affiliation among the citizen population. This proposal is divided into several sections, with each one of them containing different information. To begin with, background information about the topic of research is provided. In this section, a brief examination of the subject of social networking sites is presented. Also, information about theoretical developments in social affiliation is presented. Social affiliation is interpreted in terms of two basic models: the social affiliation model and the multidimensional model of social affiliation. The proposal also contains information about the objectives of the research, the questions to be used in the research and a brief definition of key terms that will be used in the research. Lastly, information about the methodology to be used in the proposed research, the major research problem and its relevance is provided. Background Background information for the proposed study is derived from three important topics: the history of social networking sites, characteristics of social affiliation and how the two (social affiliation and social networking sites) are related to each other. The subject of social networking sites in general has received considerable academic attention. Many studies have focused on outlining the history, development and current characteristics of social networking sites (Pallis, Zeinalipour-Yazti & Dikaiakos, 2011, p. 233). Also, the topic of the impact of social networking sites on social affiliation is not a new subject. Many studies have been carried out to identify specific elements of social networking sites that enhance or hamper social interaction among users. For instance, Bennett, Owers, Pitt and Tucker (2010) evaluated the impact that social networking sites have on workers within the setting of a workplace. It is observed that the strength of the weak ties that emerge with the use of social networking sites can be harnessed to improve overall performance at the workplace (Bennett et al., 2010, p. 142). On the other hand, the relationship between social networking sites and the overall impact of social relations among users has received considerable academic attention. What is important is that many of these studies have attempted to, among other things, define the concept of social network, identify how social networking sites generally function and identify the impact that these sites have on the way members of the society interact with each other. Early studies of social affiliation and social networking sites focused on outlining the intricate relationship between the two. For instance, Miliband (1972, cited by Karyotis, Stai & Papavassiliou, 2013, p. 148), developed a working definition of social analysis, which forms the basis of social networking sites, using the six degrees of separation theorem. According to this theorem, two individuals are connected to each other through an intricate network of six different individuals. It should be noted that this was an early attempt at understanding the complex nature of social analysis before the advent of digital media. With the rise of digital media and use of information and communication technologies, the essence, practice and elements of social networks have undergone considerable changes (Ryan, 2011, p. 9). The relationship between social networking sites and social affiliation can be explained in terms of how social capital links the two concepts. Essentially, social capital has been defined as resources arising from different networks, shared values and mutual understanding which are responsible for facilitating cooperation between different groups (Koput, 2010, p. 5). Cooperation between different groups may be based on religious, identity or other factors. When cooperation between individuals and groups is based on common citizenship, feelings of national identity are enhanced through social networking sites. Through online communication, individuals are able to accumulate both virtual and actual resources from their interactions. It is these resources, which vary in form and function, which bear a direct effect on social affiliation (Phulari, Khamitkar, Deshmukh, Bhalchandria, Lokhande & Shinde, 2010, p. 93). Social affiliation can be defined as the urge for individuals to associate with each other. Although there are many situational and behavioural circumstances that enhance the urge for individuals to interact with each other, there are no known primary reasons for affiliation. It has been suggested that the urge to interact with other people is a fundamental social behaviour that emerges in the absence of special circumstances (Crisp & Turner, 2010, p. 323). According to the social affiliation model, individuals tend to develop and maintain an optimum level of social affiliation in their lives (Ashford & LeCroy, 2010, p. 139). Although the level of optimum interaction varies with different human behaviours, it has been stated that social affiliation takes place within optimum levels in different individuals. This implies that with a period of solitude, individuals will seek to engage in social interaction more than before. This is done as a way of maintaining their level of social affiliation at an equilibrium state. On the other hand, the multidimensional model of social affiliation seeks to establish the primary reasons that cause people to interact with each other (Ashford & LeCroy, 2010, p. 141). In essence, this theory states that social affiliation is motivated by four primary needs: the need for positive stimulation; emotional support; social comparison and attention from other people. There is a direct relationship between social capital and other social outcomes (Chiang, 2013, p. 858; Das & Sahool, 2011, p. 225; Kay & Bernard, 2011, p. 48). According to Das and Sahool (2011), social networking sites have a direct impact on social and personal lives of the users (p. 226). Depending on how users adapt to using these sites, the outcome may have both negative and positive consequences on their social lives. Chiang (2013) attributes the increasing usage of social networking sites to the impact of the factors of gratification and diffusion of technology (p. 860). This is similar to the findings of Zhuang, Hsu, Brewer and Xiao (2013), who identify the positive impact of perceived assimilation on the experience of users as the main factor that has contributed to increased usage of social networking sites (p. 44). Apart from the possible negative effects of social networking sites, there has been a general consensus that social networking sites are directly linked with several positive social outcomes. For instance, an increase in social capital has been associated with positive social effects such as improved standards in public health, reduced rates of crime and increased efficiency in financial markets (Field, 2010, p. 56). From the foregoing, it is evident that there is a close relationship between social networking sites and social affiliation. Also, many studies have been carried out to determine how social networking sites have been successfully used in the course of different social activities. It has been established that their use has been based on the effect of such sites on the process of social affiliation rather than on their primary use as tools of communication. The proposed study will therefore seek to determine how social networking sites can be used to enhance social affiliation among the citizen population in the country. Aims and Objectives The proposed study seeks to examine how Internet social networks may be utilised in strengthening social affiliation among citizens. Specifically, the study seeks to find out the following: a. The positive and negative effects of social networking sites on social affiliation, b. The relationship between social networking sites and social capital, c. How different aspects of social capital can be used to enhance social affiliation. Research Questions The proposed study will be carried out based on the following research questions: 1. What are the factors of social capital in social networking sites that can be utilised to enhance social affiliation? 2. In what ways can the factors of social capital in social networking sites be utilised to enhance social affiliation? Definition of Terms In the proposed study, a number of technical terms shall be used. The following is a list of those terms and their definitions. 1. Social networking sites: These will be defined as special information and communication tools that allow public communication, collaboration and participation. This will include sites such as Facebook, Twitter, YouTube and LinkedIn among others. In general, social networking sites vary in terms of the form in which they occur and the primary role for which they are used. These include: (1) offline social connections, (2) online social connections, (3), messaging services, and (4) content sharing sites. 2. Information and communication technologies: Popularly known by their abbreviated form, ICTs, these will all be defined as converging sets of computing, broadcasting and telecommunication technologies. 3. Social capital: This concept will be defined as the resources that are accumulated through the relationships between different people. Through interaction with others in social networking sites, individuals are able to accumulate such resources in the form of useful information, personal relationships and the capabilities to organise groups. 4. Social affiliation: This will be defined as the act of individuals in the society associating and interacting with each other. This includes national affiliation which arises from feelings of common citizenship. Literature Review This review of literature is based on studies that have been conducted on the relationship between social networking sites and social affiliation. In general, research has made a distinction between three types of social capital: bonding, bridging and linkages. These basic types are identical with the traditional strong and weak ties in social affiliation. Granovetter 1974 (cited by Svendsen, 2010, p. 130), identified two types of social capital: strong ties and weak ties. According to this conceptualisation, there is a fundamental difference between the two. Strong ties are composed of a network of people who are trusted, liked and existing in well knit circles. This is in contrast with weak ties which develop among acquaintances and exist as a means of providing novel information that is not circulated in the tightly controlled circles of strong ties (Chen, 2013, p. 171). Putman (2000, cited by Wickramasinghe & Weliwitigoda, 2011, p. 395) named these two types of social capital as bridging and bonding social capital. Bridging capital is associated with weak ties and as such, is associated with loose connections between individuals for the sole purpose of providing new information and perceptions as opposed to strong emotional connections. On the other hand, bonding social capital is developed in strong ties. These are close connections between individuals who are well known to each other, share a lot of information and are emotionally connected to each other (Lesser, 2010, p. 133). What this means is that social capital can be interpreted in terms of the type of ties that occur as a result of social affiliation between individuals. For a group of emotionally well-connected individuals, strong ties, which are associated with bonding social capital, develop. For loosely connected individuals, less emotionally connected relationships develop. These relationships depend on mere exchange of information that is not circulated in closely connected groups. As such, weak ties are associated with bonding social capital. It can be seen that these definitions emphasise the definition of social capital from the standpoint of a network. According to Ossiansson (2010), social capital, when seen from this perspective, is made up of the value that individuals derive from their networks in accessing different types of resources (p. 131). Its level, intensity and dimensions vary in terms of social dimensions in different regions (Ferragina, 2012, p. 9). Many studies have evaluated the general effect that social capital has on different social phenomena. For instance, Hyyppä (2010) identifies a close relationship between the concept of social capital and overall wellbeing in children and young people (p. 95). It is observed that many young individuals derive their social support from bonding social capital amongst themselves. Also, bridging social capital is used as a means of gaining entry to the labour markets while linking social capital may be essential for young people to use as a means of entering special power cycles in the society. On the other hand, social capital has also been found to play a role in the success of rural development programs. This is because social capital determines the extent of cooperation among members of a community. According to Akram and Routray (2013, p. 766), social capital affects the capacity of the community to access financial services for development. This is determined by both cognitive and structural dimensions of social capital among the members of the community (De Jong, 2011, p. 25). It has already been stated that there is a close relationship between social networking sites and social capital. This relationship may occur in various forms and intensity. For instance, it has been observed that social networking sites contribute to an increase in the formation of weak ties among individuals (Bruggeman, 2013, p. 63). According to Cross (2013, p. 6), social networking sites provide users with access to technologies that support additional activities like sharing files, distribution lists and capacities to search for specific information. Using these facilities, users are able to create and maintain weak ties with a large number of fellow users on such sites. According to Huvila (2010), the capacities of users to interact with each other using social networking sites serves as the foundation upon which bridging social capital is established among individuals (p. 298). This means that because of the technologies involved, it is easy for weak ties to be easily developed and cheaply maintained by individuals using social networking sites. Kim (2010) observes that there is a close relationship between the personality of individuals, their social motive for affiliation and the social outcome that arises from the use of social networking sites (p. 4). It is observed that the need for affiliation, and by extension, the use of social networking sites, varies with different personality types (Bernardi & Pennati, 2012, p. 4). These factors shape the attitude and perceptions of users towards social networking sites and in turn determine their level of loyalty to different sites (Qualman, 2013, n.pag). Many studies have been conducted to evaluate the positive and negative effects of social networking sites on social affiliation. In the majority of the studies, emphasis has been laid on elaborating the effect that social networking sites like Facebook, Twitter and YouTube have on social behaviour. In most cases, it has been observed that using these sites bears both positive negative consequences on the behavioural patterns of the users and the general society by extension. Guo, Wang and Leskovec (2011) examine how use of social networking sites in online shopping affects the behaviour of consumers with regard to general trust (p. 2). Two key conclusions are worth making; in the first place, it is observed that information passing, which is an implicit activity in social networking sites, is a key driver of the purchase activities of the users. Secondly, it is observed that the social networks of consumers can be used to predict the kind of choices that consumers make in their transactions (Guo et al., 2011, p. 8). Similarly, Qu, Wang, Wang and Zhang (2013, p. 1191), in a study to determine the relationship between online activity and business performance of e-retailers, found out that through social networking sites, online business retailers are able to establish social ties with other users. This enhances their business practice and overall performance. Greenhow (2011) found a positive relationship between use of online social networking sites and improved learning practices among students in the current learning environment (p. 5). These benefits are as a result of different factors that are associated with social networking sites such as collaboration and general interaction (Yaros, 2012, p. 59). On the other hand, there are a number of negative aspects associated with online social networking sites which, apart from directly affecting the users, have overall negative consequences on social affiliation (Sadan & Schwartz, 2012, p. 282; Slovensky & Ross, 2012, p. 58). For instance, Tan, Qin, Kim and Hsu (2012, p. 226), observe that privacy concerns arising from the use of social networking sites have a direct impact on the perceived usefulness of these sites to users. Similarly, the issue lack of coherent policies to regulate content has been raised as a potential negative effect of social networking sites (Nina & Boers, 2013, p. 322). This is because with apparent democracy in the way users access and utilise social networking sites, these sites may enhance negative social aspects arising from the weak ties formed among different users. The role of social networking sites in mobilising individuals for a particular cause has been examined in several studies (Brown, Guskin & Mitchell, 2012; Safranek, 2012, p. 2; Storck, 2012, p. 1; Soengas, 2013, p. 147). Safranek (2012) examines the emerging role of using social networking sites in political and regime changes across the world. It is observed that the ease of use and ability of social networking sites to break socio-economic barriers makes them easy to use tools in the organisation and execution of political activities. This provides an example in which feelings of national affiliation are enhanced using social networking sites. This is similar to the findings of Storck (2012, p. 2), who evaluates the role that social networking sites played in the 2011 Egyptian uprising. In this study, Storck identifies three key roles that social networking sites played in the course of the revolution. First, the sites were used as tools to facilitate organisation for the demonstrations. By utilising the capabilities of social networking sites to communicate to many individuals, organisers of the uprising were able to build a strong organisational structure that emerged on these sites before being transferred to the streets. Secondly, social networking sites played the role of an alternative press to the population during the crisis (Storck, 2012, p. 27). This is similar to the findings of Brown et al. (2012), who in their study on the role of the social networking sites on the civil unrest in the Arab world, observe that the growing popularity of social networking sites is as a result of growing demand for online content as opposed to traditional media. What this implies is that with the ease of use and accessibility, social networking sites provide a platform for citizen journalism which may act as an alternative press for the population (Safranek 2012, p. 5). Thirdly, with the use of social networking sites, awareness about the course of the uprising was created and maintained across all the users (Storck 2012, p. 32). One important issue that is clear from these studies is that the contribution of social networking sites in mobilising populations in the course of political activity is subject to many factors. For instance, the size of the population, its ethnic diversity and levels of education are important factors that determine how successful social networking sites can be in mobilising, informing and organising populations in political activity (Hozien, 2014). Also, the use of social networking sites in political activities is supported by the ease of use and accessibility of different technologies to large sections of the population. Apart from these factors, there is a close relationship between the level of censorship and success of use of social networking sites in political activities. Soengas (2013, p. 148) examines the role of social networking sites as a tool of linking local populations and those in the diaspora during times of political change. This is similar to the findings by Brown et al., (2012), who observe that the role of social networking sites in mobilising the public for political causes during the civil unrest in Tunisia was enhanced by the use of these sites to disseminate information to the outside world. With increased accessibility that social networking sites provide, individuals can easily use them to support a political cause regardless of their physical location (Soengas, 2013, p. 152). Also, with increased government censorship, social networking sites provide a sensible alternative for different social activities as a way of avoiding the scrutiny and controls of the governments involved (Nina & Boers, 2013, p. 321). In essence, it can be said that since social networking sites can be effectively used to rally populations for a political cause, the same attributes can be exploited to enhance social affiliation and cohesion among members of the public. From the foregoing, it can be pointed out that the role of social networking sites in strengthening social affiliation among citizens arises from different aspects associated with the use, motives and gratifications derived by users from using these sites. Generally, it can be concluded that the motivation to the use of social networking sites is driven by three different classes of needs: social, psychological and functional (Park, 2010, p. 423). These needs, which correspond to the uses and gratifications theory of media, have been adapted to specific types of new media as opposed to the original typologies under the theory. Roy (2009, cited by Sanz-Blas, Ruiz-Mafe, Marti-Parreno & Hernandez-Fernandez, 2013, p. 167), identifies six of such motivations as follows: relaxation, ease of use, opportunities for jobs, exhibition, individual development and global experience. Also, with differences in types of motivation and needs that drive usage of social networking sites, consumers derive different types of gratification from these sites. These include gratifications from the content on the sites, the experience of the process and the social aspect arising from interpersonal communication. It has also been observed that the concept of citizenship, from which national affiliation arises, is built on social and political rights. Since social networking sites provide a means of satisfying different needs of the individual, they can be used to enhance feelings of national solidarity or affiliation among the citizen population. Major Research Problem and Significance of the study Social capital is directly linked to social affiliation. With a decrease in social capital, there is an overall rise in social disorder which is manifested by little trust among individuals and decreased levels of participation in positive social activities (Oxoby, 2010, p. 1136). On the other hand, high levels of social capital are associated with positive social activities (Wallis, Killerby & Dollery, 2010, p. 243). This is because with increased affiliation, individuals are able to maintain trust among themselves, show greater commitment to positive social activities and express the capacity to mobilise and engage with others. Although there have been a number of studies carried out to examine the influence of social networking sites on social affiliation, there has been less attention to how exactly social networking sites can be used to enhance social affiliation among citizens. As it has been seen from the review of academic literature as well as from the background information to the proposed study, a lot of attention has been given to how social networking sites affect different social activities either positively or negatively. Also, it has been pointed out that social capital can be seen in terms of different elements. These include participation in the local community, value for life, professional connections, neighbourhood connections, family connections and tolerance for diversity (Bullen, 2000, cited by Huvila, 2010, p. 298). The proposed research will evaluate ways in which these aspects of social affiliation can be enhanced through social networking sites. The research will take into account various typologies that fall under the uses and gratification theories of media. Essentially, these theories identify several types of needs that drive consumers towards utilising the media in general. These include the following: personal relations among the users, needs for personal identity, and the need for diversion (Quan-Haase & Brown, 2013, p. 689). The proposed research will be useful in several ways. To begin with, findings about how social networking sites can be used to increase social affiliation among citizens will fill the existing gap in literature about this subject. Secondly, the results of the study will be of practical relevance as well. This will happen in several ways. For instance, information about ways in which social affiliation can be enhanced using social networking sites will be used by policy makers in developing appropriate public policies with regard to the use of social media. This will provide feasible ways by which social affiliation can be enhanced among the public as a way of ensuring that the positive effects of such a process are realised. Methodology Sample In the proposed research, a random sample of 100 participants will be used. These individuals will be randomly drawn from the records of the registrar’s office of the university. Using the contact details of the students, emails will be sent to them as an invitation to participate in the study. The emails that will be sent to the targeted students will also contain information about the nature of the research, information about confidentiality, ethical issues and other general information related to the proposed study. Questionnaire The proposed study will make use of a self-completion questionnaire as the primary tool of collecting primary data. Essentially, using self-completion questionnaires to collect primary data in a research falls under the broad category of self-completion methods of data collection. These methods are gaining popularity because of their ease of use, rise of information and communication technologies and changes in different ways in which they may be applied (Bryman & Becker, 2011, p. 238). The choice of using self-completion questionnaires in the proposed research is based on a number of advantages that are associated with this method. For instance, since the study will cover a large population of respondents, face-to-face interview is not a practical method of collecting the data. The advantage of using self-completion questionnaires is that they can easily be mailed to the respondents, thus saving on time and other resources (Bryman, 2012, p. 233). Also, it has been stated that self-completion questions are best suited in carrying out studies in which the issues under investigation are relatively simple and require little information from the respondents. Since the proposed study can be described as straightforward and clear, use of self-completion questionnaires to collect primary data is the best approach that shall be used. Although using interviews provides an additional advantage in the form of availability of clarification when required as compared to questionnaires, using self-completion questionnaires will overcome this difficulty by using clear, simple and easy-to-answer questions. The questionnaire, which will be based on Likert’s five point scale, will be e-mailed to all the respondents. The data obtained from the completed questionnaires will then be analysed using appropriate quantitative methods. Primary data collected from the sample will be cross-checked with the secondary data obtained from published academic sources. Research strategy Essentially, the proposed study will be carried out using a quantitative approach. Quantitative strategies will be used in the process of collecting primary data using questionnaires, analysing the collected primary data and presenting the information using appropriate methods. This is in line with theoretical assumptions of quantitative research in which it is observed that quantitative research emphasises on quantification of data through collection and analysis (Singh, 2010, p. 122). Limitations There are several limitations that are associated with the proposed research. To begin with, the choice of self-completion questionnaires as the method of collecting primary data means that the research will run the risks of possible low rates of response. This is because research has indicated that use of questionnaires as the primary method of collecting primary data in a research is associated with the disadvantage of a lower rate of response from the respondents (Bryman, 2012, p. 234). Another limitation of the study, which arises from the method of data collection adopted, is that there is the possibility of bias and incomplete information being collected from the respondents. With this, the primary information to be used in the research may be compromised in terms of quality and validity. Conclusion It can be concluded that the in spite of the limitations inherent in the method of data collection as well as in selecting a sample of respondents, the findings of the proposed research will not only fill the existing gap in the current academic literature but also be of practical relevance. The propped research will address three key aims and objectives. The first one will be finding out the positive and negative relationships between social networking sites and social affiliation. The second objective will be to examine the relationship between social networking sites and social capital. Thirdly, the research will be used to find out how different aspects of social capital can be used to enhance social affiliation. This will be in line with the uses and gratifications theory that identifies several needs that drive individuals to use different media in general. It has also been proposed that the research will be carried out using quantitative methods of research. Primary data will be collected using a self-completion questionnaire. The data collected from the responses will be analysed using appropriate quantitative methods. On the other hand, secondary data, which shall be collected from published academic sources, will be used to verify the primary data collected. This way, the research will incorporate both quantitative and qualitative methodologies. Also, it is proposed that the research will be based on data collected from a sample of 100 students. Students to be included in this sample will be randomly selected from the registration details available in the administration office of the university. In essence, the findings of the proposed study will provide information about factors of social affiliation that can be enhanced by using social networking sites as well as different ways in which this can be achieved. References Akram, S., & Routray, J. K. (2013). 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It is observed that the strength of the weak ties that emerge with the use of social networking sites can be harnessed to improve overall performance at the workplace (Bennett et al., 2010, p. 142). On the other hand, the relationship between social networking sites and the overall impact of social relations among users has received considerable academic attention. What is important is that many of these studies have attempted to, among other things, define the concept of social network, identify how social networking sites generally function and identify the impact that these sites have on the way members of the society interact with each other.

Early studies of social affiliation and social networking sites focused on outlining the intricate relationship between the two. For instance, Miliband (1972, cited by Karyotis, Stai & Papavassiliou, 2013, p. 148), developed a working definition of social analysis, which forms the basis of social networking sites, using the six degrees of separation theorem. According to this theorem, two individuals are connected to each other through an intricate network of six different individuals. It should be noted that this was an early attempt at understanding the complex nature of social analysis before the advent of digital media.

With the rise of digital media and use of information and communication technologies, the essence, practice and elements of social networks have undergone considerable changes (Ryan, 2011, p. 9). The relationship between social networking sites and social affiliation can be explained in terms of how social capital links the two concepts. Essentially, social capital has been defined as resources arising from different networks, shared values and mutual understanding which are responsible for facilitating cooperation between different groups (Koput, 2010, p. 5). Cooperation between different groups may be based on religious, identity or other factors.

When cooperation between individuals and groups is based on common citizenship, feelings of national identity are enhanced through social networking sites. Through online communication, individuals are able to accumulate both virtual and actual resources from their interactions. It is these resources, which vary in form and function, which bear a direct effect on social affiliation (Phulari, Khamitkar, Deshmukh, Bhalchandria, Lokhande & Shinde, 2010, p. 93). Social affiliation can be defined as the urge for individuals to associate with each other.

Although there are many situational and behavioural circumstances that enhance the urge for individuals to interact with each other, there are no known primary reasons for affiliation. It has been suggested that the urge to interact with other people is a fundamental social behaviour that emerges in the absence of special circumstances (Crisp & Turner, 2010, p. 323). According to the social affiliation model, individuals tend to develop and maintain an optimum level of social affiliation in their lives (Ashford & LeCroy, 2010, p. 139). Although the level of optimum interaction varies with different human behaviours, it has been stated that social affiliation takes place within optimum levels in different individuals.

This implies that with a period of solitude, individuals will seek to engage in social interaction more than before. This is done as a way of maintaining their level of social affiliation at an equilibrium state. On the other hand, the multidimensional model of social affiliation seeks to establish the primary reasons that cause people to interact with each other (Ashford & LeCroy, 2010, p. 141). In essence, this theory states that social affiliation is motivated by four primary needs: the need for positive stimulation; emotional support; social comparison and attention from other people.

There is a direct relationship between social capital and other social outcomes (Chiang, 2013, p. 858; Das & Sahool, 2011, p. 225; Kay & Bernard, 2011, p. 48). According to Das and Sahool (2011), social networking sites have a direct impact on social and personal lives of the users (p. 226).

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