Role of Social Media in increasing Environmental issue Awareness

Abstract

This study aims to explore different motivating factors of social media encouraging users to adopt environmental friendly behavior. Social media is a powerful tool enabling users to entice themselves with entrainment and to widen the horizon of their knowledge by paying attention to information related contents. Study focuses on determining the usage level of social media sites, level of environmental concern and exploring the different factors of social media that bolster encouraging pro environmental behavior among users. Factor analysis and Percentage Analysis are used for data analysis and data is collected through structured questionnaires. Six factors are explored from 19 statements; Competitive Persuasive Power, Persuasive Power, Perceived Reliability, Ease of Accessibility, Perceived Trust ,Promptness of Activism.