Social Media’s Role in Enhancing Social Capital and Economic Growth in Rural Bengaluru | Original Article

ABSTRACT:

Social media has emerged as a major source contributing to the development of our nation. The purpose of the present study is to evaluate the role played by social media in national reconstruction through enhancement of social capital and economic growth of the rural population, thereby assisting the rural development sector of India. Social media, with its highly interactive tools and advantages such as user-friendliness and cost-effectiveness, can assist in rural development through democratization of information within the rural communities. Rural communities in the outskirts of Bengaluru were treated as sample for the study and quantitative data was collected using a questionnaire (N=500). The role of social media in the formation of social networks and ties of rural individuals through enhanced social interaction, exchange of information, etc. for the betterment of their knowledge and economic status was evaluated by the study. The study also assessed changes in the economic growth of rural Bengaluru, such as opportunities for professional growth and innovation, resulting from social media exposure. Findings of the present study are valuable for rural development, a crucial issue for the economic growth of our nation.