Abstract
The purpose of the study is to analyze the relation that exist between time, age and gender of the employees of higher education institutions and differences in usage pattern of social media and any relationship if exits between the perceived usefulness and productivity of employees with respect to social media platforms. Employees from reputed higher education institutions from 4 cities of Uttar Pradesh namely Agra, Kanpur, Lucknow and Prayagraj were taken as population. Primary data was collected from teaching faculty of the given institutions through random sampling. The aggregate number of respondents for the research work 524. Hypothesis testing was done by using Spearman’s Rho formula. The study provides an insight about how the mentioned factors affect the social media usage as it has always been a matter of debate.
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