INVESTIGATE THE RELATIONSHIP BETWEEN USAGE AND ACTIVITIES OF SOCIAL MEDIA: A CASE STUDY OF DELHI NCR

Abstract

For establishing the relationship between social media usages and activities, corporate social responsibilities (CRS) plays a vital role in the development of a better world to live in, as people live in buildings, use roads and railways to commute, and these are developed by the real estate sector. In developing countries like India, it becomes more important as the use of material and land has to be more innate to the society. The development of cities should not be at the cost of environment, but should be sustainable environmentally, socially and economically.  In India, CREDAI (Confederation of real estate developers Association of India) promotes activities in real estate sector. It awards real estate companies for their active efforts in CSR activities. Additionally, reputation of the firm is also important component to understand, as it is an intangible asset, which if earned can help the organization improve financial performance. It is defined as, “collective perception of an organizations past actions and expectations regarding its future actions in view of its efficiency in relation to main competitors”. (Fombrun, 1996). Therefore, the relationship between social media usages and activities has been analyzed through Pearson correlation coefficient and results suggested there is significant positive relationship has been found between social media usages and activities in real estate companies in the study area. As real estate companies are using different social media platforms for their marketing and promotional purposes and directly impacting activities of these companies.