1Ph. D. Research Scholar, School of Management Studies, Vels University, Chennai
2Professor, School of Management Studies, Vels University, Chennai
3Assistant Professor (Stage III), School of Management Sciences, Varanasi
*Corresponding author: Dr. S. Vasantha, Professor, School of Management Studies, Vels University, Email ID: vasantha.sms@velsuniv.ac.in
Online published on 11 April, 2017.
Social Media has made a pioneering impact by promising to deliver innovation, propel cost effective measures for cost saving and enhancing the brand strength through mass cooperation. Whatsapp is one such social innovator in recent times that has garnered immense popularity among youngsters and studies have found it to be more popular than Facebook too. The main objective of this study is to examine the importance of whatsapp as a social innovator among youngsters. The study aims to analyse the drivers of whatsapp usage among these youngsters. Using SEM the social impact of this whatsapp usage is studied and whatsapp usage factors having an influence on social impact are highlighted. This paper has strongly advocated that whatsapp has been a major social innovator among youngsters and through this empirical study it was found that whatsapp usage significantly influences social impact.
Social Innovation, social impact, whatsapp, communication
