Vol. 5, Issue 6, Part A (2019)

Abstract
Social media is a dynamic, evolving medium. Young adults across the world have adapted to the world of social media and use it to communicate with the world. Bangalore is the IT hub of India and attracts young adults from all across the country who come here for work or for study. Young adults in Bangalore have mobile access, are connected to the internet and use social media applications. But how do they use these ever-changing social media applications? What kind of content do they actively seek? This quantitative study seeks to answer these questions which would then help advertisers, marketers and other communicators to design communication strategies that appeal to young adults on social media.