(For Corrections See Appendix)

Impact of Social Media and Public Action

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ACKNOWLEDGEMENT

I certify that the work presented in the dissertation is my own unless referenced

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First of all, it would give me great pleasure to show my gratitude to my professor, for his propositions, remarks, understanding and patience. It would also be an honour to express gratitude to my parents, my mother, my father, my sister and my brother for their endless support in my life and allowing me to make all my decisions. I would also like to take the opportunity to show appreciation to my co-workers for their expert cooperation on every occasion. I would also like to be grateful to the Department, managers of the university, instructors and students who have supported me throughout this research.

DECLARATION

I declare that the content presented in this thesis/dissertation is, in my understanding and opinion, original and has not been presented for scholarly assessment in the past, either completely or partly, for an academic degree at this educational institution or elsewhere. I would also like to admit that I have studied and understood the principles, prerequisites, processes and guidelines of the University regarding the higher academic degree research award and to my dissertation. I would also like to declare that I have abided by the University's principles, prerequisites, processes and guidelines.

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ABSTRACT

Social networking communications are moving toward interactions between individual recipients and consumers rather than being directed from a marketing organization to masses of consumers. It is at present potential for a person to be just as effective in disseminating information, both convincing and damaging, regarding an establishment as it is for a large corporation to encourage itself. The social networking that appropriates the immediate and comfortable dispersion of information, but these communication channels are in part enabled by social networking. Since the mid -1990s, the rise and development of online media have revolutionised the way in which individuals communicate. A study was conducted to review the perceived impact social media plays on people. Surveys and interviews were sent out to 50 subjects in an effort to gather and compile information for analysis. A 5-point Likert Scale was used in a survey format and administered to participants to access their perceptions in which they use the internet and social media. People's perceptions of social media, monitoring, and behaviour were the core variables studied. The findings of this study support the Cues-Filtered-Out Theory and Social Presence Theory in that people's behaviour appears to take on a lack of consequence due to the absence of social cues and bodily presence in the medium known as social media. Additionally, the results challenge the hyper personal Perspective which argues “computer-mediated relationships are more intimate than those existing at the physical state”. To develop a better understanding on the existing perceptions of social media use and its impact on public, this study reviewed the perceived impact social media plays on public.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

Background of the Study1

Research Problem2

Research Aims and Objectives2

Research Questions4

Significance of the Study4

Expected Research Contribution5

Delimitation and ...