ROLE OF FACEBOOK IN CHANGING THE BEHAVIOUR VALUES AMONG PESHAWAR UNIVERSITY STUDENTS

Abstract

This research study explores Facebook Role in changing the behavior values among university level students in Peshawar. Since the inception of the web based social site ‘Facebook’ 2004. It is best choice for the billions of youth across the globe. Diversity, variables, culture and regional behavior of different ethnic along time zone is almost changing in South Asian country than of the western behavior values. This study looks upon the western paradigm of Facebook role from different perspective, especially in changing the behavior values. Moreover, we developed a questionnaire to directly retrieve data from 388 users. This enables the researcher to dig out fine-grained signals embedded in users’ behaviors, such as sleep timing, self portrait, personality traits and time span, and correlate them with users personality.

Results suggest that negligent in the Flow may be based on a combination of high gratification and a psychological mechanism similar to third-person effect. This research is conducted through survey. Based on the findings of the research, guidelines for the future in this regard are also discussed.