STUDY OF SOCIAL MEDIA CONSUMPTION BY

AGING POPULATION IN INDIA

Submitted in partial fulfillment of the requirements for the degree of

Bachelor of Business Administration

by

ABHISHEK KUMAR

22BBA0003

Under the guidance of

Dr. Anil Verma

April 2025

1
 DECLARATION

I hereby declare that the capstone project entitled “ Study of social media
consumption by aging population in India” submitted by me, for the award of the
degree of Bachelor of Business Administration to VIT is a record of Bonafide work
carried out by me under the supervision of Dr. Anil Varma.

I further declare that the work reported in this thesis has not been submitted and will
not be submitted, either part or full, for the award of any other degree or diploma in
this institute or any other institute or university.

Place Vellore
Date : 30/04/2025
5

Signature of the Candidate

2
 CERTIFICATION

This is to certify that the capstone project entitled “ Study of social media
consumption by aging population in India “submitted by Abhishek Kumar, Reg
no 22BBA0003, Business school, Vellore Institute of Technology, for the award of
the degree of Bachelor of Business Administration, is a record of Bonafide work
carried out by him under my supervision during the period from 28/04/2025-
30/04/2025, as per the VIT code of academic and research ethics.

The contents of this report have not been submitted and will not be submitted either in
part or in full, for the award of any other degree or diploma in this institute or any other
institute or university. The thesis fulfills the requirements and regulations of the
University and in my opinion meets the necessary standards for submission.

Place : Vellore

Date : 30/04/2025

Signature of the Guide Signature of HoD

Internal Examiner External Examiner

3
 Independent Study Title A STUDY OF SOCIAL MEDIA
CONSUMPTION BY AGING
POPULATION IN BANGKOK
Author Abhishek Kumar
Degree Bachelor of Business Administration

Major Field/Faculty/University Vellore Institute of Technology

Independent Study Advisor Professor Dr. Anil Verma
Academic Year 2025

ABSTRACT

The number of elderly residents keeps rising in India at a fast pace throughout metropolitan
areas including Bengaluru Mumbai and Delhi. More seniors throughout the nation are using
social media tools because they offer digital alternatives for staying connected with family
members. The purpose of this research investigation aims to understand how Indian seniors
perceive social media as well as their usage behaviours. The research study obtained second-
hand data about societal patterns together with the patterns of consumer conduct and
technological adoption behaviour among senior citizens. Further research involved in-depth
conversations that studied senior citizens' perceptive skills and social media usage behaviours
together with secondary research data. Researchers distributed a qualitative questionnaire
which led to Statistical Package for Social Science (SPSS) processing of the acquired data.
Most Indian senior citizens hold positive opinions about social media since they discover it
improves their mental health and life quality. The findings recommend the private and public
sectors should actively connect with their elderly consumer base on social media by following
their behaviour patterns to accomplish efficient communication.

Keywords: Aging population, Indian elderly, social media adoption, Digital inclusion

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 ACKNOWLEDGEMENT

I place on record my sincere thanks to the Management of VIT for providing an opportunity to
connect with industries that has supplemented the classroom learning. I place my sincere thanks
to Dr. Venugopal P Dean, VIT Business School for his support and encouragement in carrying
out this Training successfully.

I would like to extend my sincere thanks to Dr. Dibyajyoti Ghosh, Head of the Department
for Bachelor of Business Administration at VIT Business School, for his support and guidance.

I want to express my heartfelt appreciation to Dr. Suraj Kushee Sekhar, the Project
Coordinator, and all the other faculty and staff members at VIT Business School for their
indispensable support and assistance.

I would like to thank my faculty guide, Dr Anil Verma, VIT Business School for all his
valuable inputs and constant support towards me throughout my institutional training period
and providing me an opportunity to learn outside the classroom and constantly motivating me
to give my best. It was a truly wonderful learning experience.

I would like to express my sincere gratitude to my mentor Mr. Abhijeet Panigrahy for
mentoring me throughout my capstone project. His encouragement, time and effort are greatly
appreciated.

I would like to express my gratitude to all the participants who completed the questionnaire
and aided in the successful execution of the project.

I would also like to thank my parents for supporting and encouraging me to complete this
training.

Date: 30-04-2025

Place: Vellore

ABHISHEK KUMAR

5
 TABLE OF CONTENTS
Page
ABSTRACT 4
ACKNOWLEDGEMENTS 5
TABLES 9
FIGURES 8

TITLE PAGE NO.

CHAPTER 1 INTRODUCTION
1.1 Introduction to Research Study 10
1.2 Research Objectives 11

CHPTER II REVIEW OF LITERATURE

2.1 Aging Consumer 12
2.2 Social Relationships 12
2.3 Technology Adoption 13

2.4 Social Media 13

2.5 Technology Acceptance Model (TAM) 14

2.6 Senior Technology Acceptance and Adoption model

(STAM) 15

2.7 Attitude 15
16
2.8 Subjective Norms
17
2.9 Intention
17
2.10 Conceptual Framework and Path Analysis

CHAPTER III RESEARCH AND METHODOLOGY

3.1 Exploratory Research 19
3.1.1 Secondary Data Research 19
3.2 Descriptive Research 19
3.2.1 Survey Questionnaire 20
3.3 Sampling Plan 20
3.3.1 Sampling Selection Criteria 20

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CHAPTER IV DATA ANALYSIS AND RESULT
4.1 Respondent Demographic Profile 21
22
4.2 Outer loadings
23
4.3 Factor Analysis
24
4.4 Fornell Larcker Criterion
25
4.5 Heterotrait Monotrait Ratio (HTMT)
25
4.6 Model Fit
26
4.7 Reliability and Convergent Validity
27
4.8 Hypothesis Testing
30
4.9 R square and q square
30
4.10 F square

CHAPTER V 5.1 Findings 31

5.2 Conclusion 31
5.3 Research Contribution and Practical Implication 32
5.4 Suggestions 33
5.5 Limitation and Future Research 33

CHAPTER VI 6.1 References 34

38
6.2 Annexures

7
 List of Figures

Figure No. Title Page No.

1 Conceptual Framework-1 18

2 Path Analysis 18

8
 List of Tables

Table No. Title Page No.

I Respondent Demographic Profile 21-22

II Outer loadings 23

III Factor Analysis 23

IV Fornell Larcker Criterion 24

V Heterotrait Monotrait Ratio (HTMT) 24

VI Model Fit 25

VII Reliability and Convergent Validity 26

VIII Hypothesis Testing 28-29

IX R square and Q square 30

X F square 30

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 CHAPTER 1

INTRODUCTION

1.1 Introduction to Research Study

The worldwide population age composition is undergoing swift transformation through aging
which leads to higher numbers of elderly people. The demographic shift affects numerous
business areas profoundly especially those operating in the digital sector. Young people easily
adopt social media, yet research has failed to explain how older adults use these platforms due
to their diverse adoption and use patterns. A new study is built to fill this knowledge gap
through research into how aging adults use social media platforms (Lian et al., 2022, Nunan
& Di, 2019).

Reports show older adults are joining social media platforms more frequently, yet research
indicates serious differences with how they use the platforms when compared to younger users.
Research has identified three advantages of social media usage for senior adults: preserving
social relationships and obtaining information while pursuing non-work-related activities (Bui,
2021, Nunan & Di, 2019). Studies present conflicting findings about challenges which include
digital literacy limitations and privacy and security concerns as well as social isolation
potentials despite increased digital involvement (Bui, 2021, Lian, 2022 Nunan & Di, 2019,
Rajib, 2023). Stakeholders continue to debate the psychological and physiological effects of
social media on senior citizens (Kang & Ridgway, 1996).

The research seeks to improve comprehension of social media habits among senior citizens
across various essential topics. The investigation probes into the variables which shape their
platform selection preferences and their social media engagement purposes along with their
activity levels and their evaluated positive and negative online experience outcomes. We will
also analyse how social media affects different aspects of wellness by examining social
engagement together with mental health and physical health conditions (Bui, 2021, Kang &
Ridgway, 1996, Rajib, 2023, Xu, 2021).

Research findings will generate repercussions for social media companies and policymakers
as well as marketing organizations who want to better understand and fulfil the requirements
of this ever-growing demographic. Social media has become a global phenomenon because of

10
digital communication growth which has prompted debates about its need among elderly
population groups. Aged society requires purposeful planning that covers residential spaces as
well as mental health to face its practical difficulties. The quality of life of older adults, together
with their ability to handle emotional situations, improves markedly with strong social
connections. (Gabriel & Bowling, 2004, Antonucci & Akiyama, 1991). The study draws on
“Technology Acceptance Model (TAM)” to demonstrate how users accept computer systems
in various technological implementations and demographic settings (Davis et al., 1989).
Success in determining user motivation emerges from two fundamental variables according to
the Technology Acceptance Model (TAM). Perceived usefulness and 2. Perceived ease of use.
Research implementation of the Technology Acceptance Model produces enhanced
understanding about how older adults view social media based on its everyday usefulness
levels. Research findings from this work will create useful knowledge to improve older adult
life quality and mental wellness through identification of digital literacy improvement methods
and security minimization techniques for creating meaningful digital activities suited to their
needs.

1.2 Research Objectives

The research aims to understand aging consumer attitude and behaviour toward social media
consumption. The objectives of this study are listed below:
1. To study aging population’s attitude towards social media consumption.
2. To study aging population’s behaviour towards social media consumption.

3. To identify factors that influence aging populations by using social media.

4. To study aging population’s Intention towards social media consumption.

Key variables of this study are classified as

1) Social media aging user’s demographic such as age, education, income and occupation.

2) Psychographic variables such as attitude, opinion, interest and lifestyle.

3) Aging population behaviour such as average time spent and purpose of use.

Qualitative and quantitative methodologies were used to collect secondary and primary data
for this study. Target respondents are seniors who are 60 years old, currently use social media
and live in India.

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 CHAPTER 2

REVIEW OF LITERATURE

This section explains the relevant studies, research, articles and academic journals that are
related to behaviour and technology adoption for aging populations.

2.1 Aging Consumer

Consumers aged above 65 years are growing more important because demographic changes
toward older people drive purchasing patterns and market structures to evolve. The already-
defined preferences of senior consumers often weaken competitiveness thereby leading to
higher prices as well as slower economic growth (Bres & Angelini, 2025). The United States
experienced a GDP growth reduction of 8.7% during 1995 to 2004 but the advancing baby
boomer generation led to a growth increase of 10.3% from 2005 to 2019 (Bres & Angelini,
2025). Fashion companies have begun to recognize older consumers as key customers since
many perceive brands focus on younger demographics (Kang & Ju, 2025; Ju & Kang, 2025).
Integrated marketing strategies from Gap Inc. and J. CREW recognize older customers as the
new industry norm according to Kang and Ju (2025). The aging process affects how people
think and make decisions so older shoppers occasionally perform unexpected purchasing
behaviours (Wang, 2024). Companies must develop marketing approaches specific to their
behaviour because psychological elements heavily affect their purchasing behaviours (Zheng
et al., 2024).

2.2 Social Relationships

The quality of one's social relationships is crucial for health and well-being since they directly
impact physical health as well as brain operation and total life satisfaction. Research evidence
demonstrates that strong social ties bring health protection, develop better memory abilities,
and boost emotional happiness in people. Social isolation leads to elevated inflammation along
with heart disease, but positive relationships serve as protective factors by decreasing these
health issues (Ragab et al., 2024). The connection strength between older adults and their social
network directly influences their dental health according to research findings (Yoshida‐Kohno
et al., 2024). The research shows social relationships help older adults improve their memory
and thinking capacity though scientists think this positive influence weakens through time
(Vogel et al., 2024). Social support serves as a fundamental factor that enhances the quality of

12
life of individuals who are healing from severe medical conditions. Breast cancer survivors
who receive reliable social support end up having enhanced health and well-being while
recovering, according to Belau et al. (2024).

2.3 Technology Adoption

Business performance enhancement through technology adoption remains a complex

procedure which functions as an essential factor in various industries. Businesses need to
protect their existing capabilities yet seek new technological advances which will maintain
their competitive edge. Businesses should evaluate the worth of technological investments by
considering their current requirements and potential upcoming possibilities (Badiru, 2019).
Through proper management of new technologies organizations can both deal with uncertain
situations and generate better revenues (Badiru, 2019). Technology helps the public sector
deliver enhanced government services through increased process efficiency when interacting
with citizens (Rekunenko et al., 2025). The success of new initiatives depends on both strong
leaderships together with intuitive designs but past systems limitations and change resistance
act as roadblocks (Rekunenko et al., 2025). Technology usage by small businesses leads to
profitability growth along with competitive advantages through energy-efficient solutions
(Gupta et al., 2024). The expenditure for advanced technology presents a challenge for
businesses because they must thoroughly evaluate their predicted return on investment
according to Gupta et al. (2024). People's acceptance of new systems is influenced by their
opinions about technology because the Technology Acceptance Model (TAM) demonstrates
that user-friendly systems with practical features attract more users (Or, 2024). The adoption
rate increases when people embrace technology positively (Or, 2024). Companies like Dangote
must undergo digital transformation to remain competitive in the market because digital
platforms allowed them to embrace technical advancements (Temitope, 2025). Proper training
and digital skills improvement act as essential elements to address challenges and establish
innovative company culture (Temitope, 2025).

2.4 Social Media

Through social media people now interact differently across agriculture and psychology in
addition to maintaining their community connections. The usage of social media in Nepalese
developing nations assists experts in agriculture to transfer agricultural information to farmers
alongside advancing farming innovations among the agricultural community. The problems

13
stem from misdirected information and insufficient internet connection. Through social media
users can establish connections and participate in communities since real-time interactions and
collaborative possibilities are available (Meikle, 2023). Social media enhances professional
resource sharing which leads to better performance in extension services ("Social Media,"
2022). Aside from the sphere of communication social media creates effective changes which
directly impact human mental health and social behaviours patterns ("Social Media," 2022).
Social media has transformed human communication according to researchers in language and
anthropology thus demanding fresh interpretations of these behavioural changes (Calhoun,
2022). Social media platforms come with risks that permit destructive practices including the
sexual abuse of children ("Social Media," 2023). Social media problems with misleading
information and unequal digital resource availability block people mainly in developing
nations ("Social Media," 2022).

2.5 Technology Acceptance Model (TAM)

TAM represents a vital conceptual structure which helps scientists understand why users accept
new technological systems. Throughout the course of its development in 1986 Fred Davis
established PEOU and PU as fundamental drivers in the Technology Acceptance Model. Users
decide to accept and maintain use of technology based on these factors. TAM serves as an
essential model that healthcare and gaming industries together with banking employ to analyse
user behaviours and enhance technology adoption rates. Some experts suggest modifying the
model because it does not fit all situations effectively. People decide to accept new technology
based on how easy they judge the system to be. Medical staff utilize Electronic Medical
Records (EMR) with greater frequency when they discover the system to be easily navigated
according to Shania & Paramarta (2024). Long-term application of PU becomes vital for
sustained engagement as people in banking continue to use digital banking applications
because these tools prove helpful and efficient (Sawa et al., 2024). Researchers agree that
Attitude Toward Using (ATU) serves as a connection between PEOU, PU and the user intent
to adopt new technologies (Or, 2024). TAM exists as a useful concept that scientists have
utilized throughout multiple industry fields. The acceptance of Electronic Medical Record
systems depends on user experiences with ease of use and usefulness because they both
positively affect patient satisfaction according to Shania & Paramarta (2024). Steam with its
variations in user reception follows market plans and system functionality (Mahendra et al.,
2024) like Epic Games Store. The customer experience assessment of Livin by Bank Mandiri

14
depends on TAM to show that better benefits and enhanced usability need ongoing
improvement (Sawa et al., 2024).

2.6 Senior Technology Acceptance and Adoption model (STAM)

The Senior Technology Acceptance Model (STAM) expands Technology Acceptance Model
(TAM) for studying senior citizens' adoption and utilization of new technology systems through
their user experience. Research investigates the ways senior citizens experience and feel about
smart home systems and social robots. STAM determines the important elements that include
perceived ease of use (PEOU) and perceived usefulness while recognizing social influences
from caregivers and members of the family and the supporting benefits of training programs.
Research demonstrates older people will adopt technology when the benefits to their daily lives
are evident especially through key aspects such as safety improvements and health benefits
alongside social connections. The adoption of technology faces obstacles because older adults
often experience technophobia and have restricted digital literacy skills (Wang et al., 2024;
Zhengkun et al., 2025; Cai, 2024; Tan, 2024). The usefulness of STAM extends to numerous
technology studies and future research must work to resolve ongoing obstacles.

2.7 Attitude

People develop attitudes through three components which include mental thoughts (cognitive),
emotional feelings (affective), and actual behaviours (behavioural) regarding varied people,
products, or concepts (Wolf et al., 2020). These thoughts assist us in decision-making processes
and value declaration and social connection (Briñol et al., 2019). Surveys serve as one approach
to measure attitudes while automatic response observation constitutes another method. People
who hold positive attitudes in their workplace experience better job satisfaction alongside
increased motivation which contributes to enhanced job performance. Companies create better
employee satisfaction when they implement both high compensation and opportunities for
career advancement (Cabrera & Estacio, 2022). The science field requires students to keep their
minds open to new evidence which might require changes in their beliefs (Murugan, 2019).
Professional library operations achieve better customer satisfaction through positive attitudes
which in turn leads to excellent service delivery (Maulana & Nurhayani, 2023). The impact of
attitudes on behaviour remains unclear since human personality and situational factors along
with conscious and automatic attitudes determine our responses (Briñol et al., 2019).

15
H1: Attitudes have a significant relationship with intention.

H2: Attitudes have a significant relationship with Actual sharing behaviour.

2.8 Subjective Norms

Subjective norms, which refer to the social pressures individuals feel to behave in a certain
way, play a powerful role in shaping human actions across various aspects of life. These
pressures often stem from close circles such as friends, family, and influential members of the
community. In romantic relationships, for instance, individuals may feel compelled to commit
or remain in a relationship based on what they believe is expected by those around them, as
Etcheverry and Agnew (2004) suggest. Early trust in such relationships is also guided by these
norms, although over time, people shift their focus to observing tangible behaviour’s rather
than relying solely on social expectations (Jeffries, 2016). Subjective norms also influence
prosocial behaviour, such as charitable donations, especially among individuals who are
naturally empathetic or generous, as they may feel greater pressure to conform to socially
valued acts like giving (Susanto et al., 2022). In the agricultural sector, farmers are more likely
to adopt innovative technologies when they receive encouragement and support from family
members, local leaders, or respected peers in the community (Baba et al., 2023). Similarly, in
culturally distinct societies like matrilineal communities, decisions such as starting a business
are heavily influenced by what is considered acceptable or encouraged within the social
structure (Marbaniang & Rajput, 2023). Overall, subjective norms are deeply embedded in
everyday life and significantly impact individual choices, demonstrating how societal
expectations continue to influence behaviours in both personal and collective settings.

H3: Subjective Norms have a significant relationship with intention.

H4: Subjective Norms have a significant relationship with Actual sharing behaviour.

16
2.9 Intention.

The study of intention exists within multiple spheres of knowledge which includes philosophy
together with law both alongside literature and religion. According to phenomenology and
philosophy intention represents a mental view of direction and focus on the targets of our
thinking and acting (Meyers, 2023). The theory serves as a means of explaining human-driven
purposes and intentions. The law defines intention as the state where somebody decides
mentally to produce a specific result for legal responsibility assessments of criminal defendants
(Siraganian, 2025; Simionescu, 2012). Within literary theory researchers examine intention
through analysis of authors' underlying intentions which appear in their written works
(Siraganian, 2025). The origins of the intention concept stem from Medieval Scholastic
philosophy as a historical development. Through the term "intentio animi" Augustine and
others presented their view that the human mind can voluntarily steer attention and create plans
for action (Parisi, 2023). Religious interpretations mainly observed in Buddhism demonstrate
how intention directly influences human conduct and the creation of karma. In the context of
moral actions Buddhism has two terms saṅkappa and cetanā which express various intention
elements that propel moral actions (Meyers, 2023). The idea of intention traces its beginnings
into deep historical and cultural backgrounds. According to medieval scholars Saint Augustine
documented mental direction as the basic understanding of intention during this period (Parisi,
2023). The Buddhist view presents two related terms saṅkappa and cetanā that describe both
spiritual and moral dimensions of intention as it impacts karma (Meyers, 2023).

H5: Intention has a significant relationship with Actual sharing behaviour.

H6: Intention has a significant mediates relationship with Attitude and Actual sharing
behaviour.

H7: Intention has a significant mediates relationship with Subjective Norms and Actual sharing
behaviour.

2.10 Conceptual Framework and Path Analysis

The study suggests a conceptual framework and path analysis (Figure 1 and 2) using Theory
of Planned Behaviour to examine social media consumption by aging population in India. Key
elements such as attitude, subjective norms, & perceived behavioural control influence the
intention to use social media, the latter being used. It also considers the part that demographic
variables such as age and digital literacy play in these relationships.

17
Figure 1Framework

Attitude

Intention
Actual Using
to
Behavior
use

Subjective
Norms

Source 1Compiled by Author

Figure 2 Path Analysis

18
 CHAPTER 3

RESEARCH AND METHODOLOGY

3.1 Exploratory Research

The study implements both quantitative and qualitative research methods. Several qualitative
methods were used in exploratory research to gather primary information for developing
descriptive research.

3.1.1 Secondary Data Research

Background information for the study was obtained through secondary research methods. The
study extracted its information by evaluating published literature and previous research
findings instead of performing fieldwork with participants. The main target of this research was
to understand four fundamental topics: society's overall organization along with its lifestyles,
consumer conduct patterns, social connection dynamics between individuals and the way
digital platforms and social media platforms evolve and shape modern life habits. The research
gathered information through authorized sources containing published research papers along
with academic journals and government reports and other scholarly materials found online. The
research foundations became stronger through this process because it established patterns and
supported questionnaire development and kept the study consistent with established theoretical
frameworks and previous research outcomes.

3.2 Descriptive Research

The survey was disseminated through the online tool Google Forms. The link to the form was
dispersed through social media platforms such as LinkedIn and WhatsApp to expand your
audience and primarily to caters towards the older adults residing in diverse locales in India. It
was also distributed in cities such as Mumbai, Delhi, Jharkhand, Tamil Nadu, and Bangalore.
The questionnaire was shared both online and offline and through personal networks. To ensure
the right participants, screening questions were used to confirm that respondents were social
media users aged 50 and above living in India. The measurement levels of the questionnaire
were revised and amended from the previous validated research. Items regarded attentiveness,
way of being norms, perceived action manageability were adjusted based on Ajzen’s Theory of
Planned Behaviour (1991). Items related to social media use were adapted from prior studies

19
measuring Nigerian digital behaviour among older adults. A five-point Likert scale was applied
to every variable and responses ran from Disagree (1) to Agree (5). These scales were utilised
as they are congruent with the constructs and variables studied in this research.

3.2.1 Survey Questionnaire

As research methods, questionnaire survey was adopted in this study. Judgmental sampling
occurred and the language of the inquiry was English. The intended structured survey was
based on the Theory of Planned Behaviour (TPB) and comprised of four main parts:

• Questions on Attitude toward Social Media Use

• Questions on Subjective Norms
• Questions on Perceived Behavioural Control
• Demographic Information of the respondents

3.3 Sampling Plan

207 respondents completed online and offline questionnaires. Before the main survey, a pilot
test was conducted with 12 participants to ensure the questionnaire was clear, logical, and easy
to understand. This also helped determine the time required for completion and minimize
potential errors.

3.3.1 Sampling Selection Criteria

• Gender: Both male and female

• Age: 50 years old and above
• Location: India
• Current social media user

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 CHAPTER 4

DATA ANALYSIS AND RESULT

The data sets were studied by using SPSS version 20.0 and Smart-PLS version 3.3.3. At the
time of analysis two number items have been removed that is E3 and P3, those two items
were negative questions kept for analysing the respondent accuracy.

The participants in this research are Indian older adults who are Full-time employed, part-time
employed, Retired and Housewife. The survey was circulated through a web-based application
like LinkedIn and what’s app group, from the above platform total of 207 sets of reliable data
were received. After the screening of data, all the data are valid records.

4.1 According to 207 respondents, Table 1 displays that the majority of representative samples
of the aging population are Male (58.5%). Only 41.5% of them are Female respondents.
Furthermore, it shows that the majority earned degree of education, bachelor’s degree (45.5
%). In profession, 54.1% of respondents are retired, while 20.3% and 8.7% are full-time and
part-time employed, respectively. In addition, 94.2% of them are staying with family, while
5.8% are living alone. Most of the aging population in this study have two children (40.6%)
and have grandchildren (42%). When classified them by using household income per month,
most of them earned 50,001-100,000 (34.8) and more than 100,000 (34.8%).

Table I Respondent Demographic Profile

Demographic Frequency Percent (%)

Gender Female 86 41.5%

Male 121 58.5%

Education Level Lower than primary school 5 2.4%

Primary school 5 2.4%
High school 68 32.9%
Bachelor’s degree 94 45.5%
Master’s degree 33 15.9%
Other 2 0.9%

21
 Current Full-time employed 42 20.3%
Occupation Part-time employed 18 8.7%
Retired 112 54.1%
Housewife 33 15.9%
Other 1 0.5%

Marital Status Alone 12 5.8%

Live with family 195 94.2%
Others 0 0.0%

Number of 0 3 1.4%
Children 1 18 8.7%
2 84 40.6%
3 81 39.1%
4 or above 21 10.1%

Number of 0 29 14.0%
Grandchildren 1 36 17.4%
2 87 42.0%
3 45 21.7%
4 or above 10 4.8%

Household Less than 15,000 INR 11 5.3%

Income/Month 15,001 – 30,000 INR 14 6.8%
30,001 – 50,000 INR 38 18.4%
50,001 – 100,000 INR 72 34.8%
More than 100,000 INR 72 34.8%

4.2 Outer loadings

To establish a robust outer measurement model, it is expected that the factor loadings for all
components should approach or exceed the suggested threshold of 0.7. The present evaluation
was conducted using the scholarly contributions of Chin, Peterson, and Brown (2008) and Hair,
J.F. (2013). After carefully examining the individual outer loadings, it was determined that the
outer model showed only a limited level of acceptability.

22
Table II Outer loadings

Actual
Subjective
Using Attitude Intention
Norms
Behaviour
AUB1 0.889
AUB2 0.896
AUB3 0.888
ATT1 0.854
ATT2 0.815
ATT3 0.833
INT1 0.873
INT2 0.875
INT3 0.898
INT4 0.904
SN1 0.888
SN2 0.827
SN3 0.899
SN4 0.874

4.3 Factor Analysis

Kaiser Meyer Olkin (KMO) measures sampling adequacy, which determines if the replies
provided with the sample are sufficient or not. For factor analysis to proceed satisfactorily, the
KMO value should be close to 0.5. According to Kaiser (1974), values for KMO should be at
least 0.5 (just acceptable), between 0.7 and 0.8 (acceptable), and beyond 0.9 (excellent).
Looking at table II below, the KMO score is 0.956, which is quite acceptable.

As per Kaiser (1974), the significance level for Bartlett's test below .05 is suggested, looking
at table II below, Bartlett's test is 0.000, and therefore by looking at factor analysis we can
conclude that there is a substantial co-relationship in the data.

Table III KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .956

Bartlett's Test of Sphericity Approx. Chi- 2076.302
Square
df 28
Sig. 0.000

23
4.4 Fornell-Larcker Criterion (Pearson Correlation)

The Fornell-Larcker Criterion was used to assess discriminant validity among the constructs in
the Theory of Planned Behaviour model, specifically Attitude (ATT), Subjective Norms (SN),
Intention (INT), and Actual Using Behaviour (AUB). According to Bonett and Wright (2000),
the Pearson correlation evaluates the strength of the relationship between two variables, with
values ranging from -1 to +1. A value close to +1 indicates a strong positive correlation, 0
indicates no correlation, and -1 indicates a strong negative correlation. The square root of the
Average Variance Extracted (AVE) for each construct (shown on the diagonal) was greater than
the inter-construct correlations, indicating good discriminant validity (Table IV).

Table IV Fornell-Larcker Criterion

Actual Using Subjective

Attitude Intention
Behaviour Norms

Actual Using
0.891
Behaviour

Attitude 0.831 0.834

Intention 0.890 0.754 0.887

Subjective Norms 0.564 0.744 0.549 0.873

Table V Heterotrait-Monotrait Ratio (HTMT)

Actual Using Subjective

Behaviour Attitude Intention Norms

Actual Using
Behaviour

0.849
Attitude

0.880 0.857
Intention

0.638 0.811 0.608

Subjective Norms

24
4.5 Heterotrait-Monotrait Ratio (HTMT)
It is also noteworthy that all HTMT values were consistently below the 0.9 threshold,
affirming discriminant validity. The study meets the discriminant validity requirements
specified by Fornell and Larcker (1981) and adheres to the HTMT criterion proposed by Hair
et al. (2017).

4.6 Model Fit

According to Hair et al. (2014), for the model to be free of multicollinearity problems, the
collinearity statistics, or Variance Inflated Factor (VIF), must be 5.0 or lower. Table IV below
demonstrates that the Variance Inflated Factor (VIF) is less than 5.0. The outcome then
demonstrates that the various model fit files meet the advised standardized standards and shows
that the examination model suggested in this investigation or research provides the best match
to the data acquired. Where Items refers to the precise number of survey questions used. Theory
of Planned Behaviour, including Attitude (ATT), Subjective Norms (SN), Intention (INT), and
Actual Using Behaviour (AUB).

Table VI Variance Inflated Factor VIF

Items VIF
AUB1 2.324
AUB2 2.426
AUB3 2.175
ATT1 1.426
ATT2 1.909
ATT3 1.996
INT1 2.499
INT2 2.498
INT3 3.035
INT4 3.155
SN1 2.628
SN2 2.048
SN3 3.033
SN4 2.644

25
4.7 Reliability and Convergent Validity

The loading indicator's concealed structures should be more than 0.70, according to Gefen et
al. (2003). In contrast, the loading factor indicator that is lower than 0.4 must be removed. This
demonstrated that the reliability indicators in this study are greater than 0.7, as shown in table
V, which also shows that Cronbach's alpha is greater than 0.7.

The composite reliability (CR) should be more than 0.7, according to Gefen et al. Table V
shows the supporting data for the composite reliability's exclusive steadiness measurement
model, which is larger than 0.7.

An evaluation of Average Variance Extracted (AVE) was completed with the assurance to
analyse the link of indicators with its hidden constructions. According to Hair et al. (2014),
AVE reveals the extent to which a hidden concept explains the inconsistent behaviour of its
indicator. To accomplish palatable blended validity, each construct needs to mean more
prominent than half of the selected indicators' variance (AVE > 0.50). The AVE esteem for
each of the buildings is greater than 50%, as shown in Table V.

Table VII Reliability and Convergent Validity

Cronbach's rho_A Composite Average Variance

Alpha Reliability Extracted (AVE)

Actual Using
Behaviour 0.870 0.871 0.920 0.794

Attitude 0.790 0.833 0.873 0.696

Intention 0.910 0.910 0.937 0.787

Subjective Norms 0.895 0.897 0.927 0.761

26
4.8 Hypothesis Testing

In this study, the acceptance of hypotheses is based on the criteria that T statistics should be
greater than 1.645 and the probability (p) value should be less than 0.05, indicating statistical
significance. However, aligning with Hair et al. (2014), a more rigorous threshold suggests that
T statistics should exceed 2.33 and p-values should be below 0.01 for strong significance. Table
VII provides evidence that several hypotheses fulfil the minimum requirement for statistical
significance, as their T statistics exceed 1.645 and p-values are under 0.05. Additionally, a
number of these hypotheses also meet the more stringent benchmark, demonstrating T statistics
above 2.33 and p-values below 0.01. This distinction enables a clearer understanding of the
robustness of the findings, where hypotheses meeting the stricter criteria can be interpreted as
having stronger empirical support. As such, Table VII not only confirms the significance of key
relationships but also differentiates between moderately and strongly supported results,
enhancing the overall validity and depth of the analysis.

The following findings were derived: Path coefficient

• T statistics-value = 6.885, Probability-value = 0.000, Attitude (ATT) has a positive

relationship with Actual using Behaviour (AUB), hence H1 is accepted.

• T statistics-value = 11.004, Probability-value = 0.000, Attitude (ATT) has a positive

relationship with Intention (INT), hence H2 is accepted.

• T statistics-value = 2.145, Probability-value = 0.032, Social Norms (SN) have a

negative relationship with Actual using Behaviour (AUB), hence H3 is accepted.

• T statistics-value = 0.316, Probability-value = 0.752, Social Norms (SN) do not

significantly influence Intention (INT), hence H4 is not accepted.

• T statistics-value = 13.013, Probability-value = 0.000, Intention (INT) has a positive

relationship with Actual using Behaviour (AUB), hence H5 is accepted.

Mediation Analysis

• T statistics-value = 8.012, Probability-value = 0.000, Intention (INT) mediates the

relationship between Attitude (ATT) and Actual Using Behaviour (AUB), hence H6 is
accepted.

27
 • T statistics-value = 0.320, Probability-value = 0.749, Intention (INT) does not
mediate the relationship between Social Norms (SN) and Actual Using Behaviour
(AUB), hence H7 is not accepted.

Table VIII Hypothesis Testing Path coefficient

SL Original Sample Standard T Statistics P Values

NO Hypothesis Sample Mean Deviation (|O/STDEV|) Decision
(O) (M) (STDEV)
Attitude (ATT) Significant
→ Actual Using
H1 Behaviour 0.450 0.452 0.065 6.885 0.000
(AUB)

Attitude (ATT) Significant

H2 → Intention 0.775 0.778 0.070 11.004 0.000
(INT)

Social Norms Significant

(SN) → Actual
H3 Using -0.104 -0.101 0.049 2.145 0.032
Behaviour
(AUB)

Social Norms Insignificant

H4 (SN) → -0.027 -0.030 0.087 0.316 0.752
Intention (INT)

Intention (INT) Significant

H5 → Actual Using
Behaviour 0.608 0.603 0.047 13.013 0.000
(AUB)

28
Mediation Analysis

Original Sample Standard

SL T Statistics
Hypothesis Sample Mean Deviation P Values
NO (|O/STDEV|)
(O) (M) (STDEV)
Decision
ATT → INT
→ AUB
H6 (Mediation 0.471 0.469 0.059 8.012 0.000
by
Intention) Significant
SN → INT
→ AUB
H7 (Mediation -0.017 -0.018 0.052 0.320 0.749
by
Intention) Insignificant

Discussion

The results of the hypothesis testing and mediation analysis reveal that Attitude (ATT) plays a
central and influential role in shaping both Intention (INT) and Actual Using Behaviour (AUB).
The findings support five out of the seven hypotheses. Specifically, H1 and H2 confirm that
ATT has a significant positive relationship with both AUB and INT, indicating that individuals
with a favourable attitude are more likely to develop stronger intentions and follow through
with actual usage behaviour. Furthermore, H5 demonstrates that INT itself significantly
influences AUB, emphasizing the importance of intention as a driving force behind behavioral
execution.

The mediation analysis further strengthens these findings. H6 confirms that INT mediates the
relationship between ATT and AUB, highlighting a strong indirect pathway from attitude to
behaviour via intention. This suggests that while attitude alone can influence behaviour, its
effect is magnified when it fosters intention, making it a powerful factor in behavioral models.

In contrast, Social Norms (SN) were found to have a minimal and somewhat inconsistent
impact. Although H3 reveals a weak but statistically significant negative relationship between
SN and AUB, indicating a slight deterrent effect of social pressure, H4 was not supported. This
means SN does not significantly influence INT, and H7 confirms that there is no mediation
effect through INT between SN and AUB. These results suggest that social norms may not be
an effective factor in influencing intention or behaviour in this context.

29
4.9 R square and q square

The model's predictive relevance was ascertained using the R-squared and Q-squared values in
Table 7. Constructs such as ITU and Perceived Value reported high values of 0.475 and 0.598
for R Square and 0.561 and 0.582 for Q Square, respectively, underlining our model's strong
predictive relevance in line with the guidelines from Shmueli et al. (2019).

Table Ⅸ R square and q square

R Square Q²
Actual Using Behaviour 0.856 0.688
Intention 0.570 0.558

4.10 F-Square Effect Sizes

The F-squared values were assessed to determine the impact of each exogenous latent variable
on endogenous constructs, following the recommendations of Cohen (1988) and Hair et al.
(2019). The results are presented in Table X. The paths from ATT → AUB, ATT → INT, and
INT → AUB, although statistically significant (p < 0.05), demonstrated no practical effect size,
indicating minimal contribution to the variance of the dependent constructs. In contrast, SN →
AUB and SN → INT displayed large effect sizes, underscoring the strong influence of
subjective norms on both actual system behaviour and intention. These findings suggest that
social influence plays a critical role in shaping user behaviours within the model.

Table Ⅹ F-Square

P Values

Attitude (ATT) → Actual Using

0.002
Behaviour (ASB)
No effect

Attitude (ATT) → Intention (INT) 0.000

No effect
Intention (INT) → Actual Using
0.000
Behaviour (ASB)
No effect
Subjective Norm (SN) → Actual
0.318
System Behaviour (ASB)
Large Effect
Subjective Norm (SN) → Intention
0.952
(INT)
Large Effect

30
 CHAPTER 5
5.1 Findings

This study used a theory called the Theory of Planned Behaviour (TPB) to understand how
older adults in India use social media. The theory helped explain how three main things—
attitude, social pressure (subjective norms), and intention—influence the actual use of social
media by the elderly.

The results showed that attitude plays a very important role. Older people who have a positive
attitude towards social media are more likely to develop the intention to use it and actually end
up using it regularly. This means if seniors feel social media is useful and easy to use, they are
more likely to try and continue using it.

Another key finding is that intention acts like a bridge between attitude and behaviour. In other
words, when seniors have a positive attitude, it leads to a stronger intention to use social media,
and that intention then leads to real action. So, intention is a very important step in turning
interest into actual usage.

On the other hand, subjective norms, which are the social pressures from family or society,
have a very small or even negative effect. The study found that older adults are not much
influenced by what others think when it comes to using social media. Their usage depends
more on their personal motivation and comfort with the platform than on social pressure.

The study also highlighted that digital literacy and user-friendly design are important for
encouraging social media use among the elderly. If platforms are easy to understand and helpful
in daily life, older adults are more likely to use them. Social media was also found to improve
mental well-being and help older people stay socially connected, reducing
feelings of loneliness.

5.2 Conclusion

This study aims to explore how social media is consumed by the aging population in India and
what factors influence their behaviour and intention toward usage. The study shows that key
variables—particularly attitude and intention—positively influence the actual social media
usage among older adults. This outcome aligns with the idea that a positive attitude leads to

31
higher engagement with digital platforms, thereby improving quality of life and mental well-
being.

Secondly, the study confirms that intention significantly mediates the relationship between
attitude and actual usage, highlighting its crucial role in predicting behaviour. However,
previous studies have mostly focused on general technology adoption models without
emphasizing the behavioural pathway from attitude to action in elderly users.

Thirdly, the study illustrates that subjective norms have a minimal or even negative impact on
actual social media usage and do not significantly influence intention. This suggests that older
adults' social media habits are less dependent on social pressure and more driven by personal
motivation and perceived usefulness.

Hence, it can be concluded that intention serves as a strong mediating factor between attitude
and social media use, while subjective norms do not have a mediating role. This emphasizes
the need for digital literacy programs and user-friendly platform designs that enhance perceived
ease and value, catering to the growing elderly demographic in India's digital space.

5.3 Research Contribution and practical Implication

This study applies the Theory of Planned Behaviour (TPB) to understand the social media
consumption patterns of the aging population in India by examining key constructs such as
attitude, intention, and subjective norms. The research highlights how attitude and intention
are major driving forces behind actual social media usage, while subjective norms have
limited influence. This contributes to existing literature by offering a focused analysis on the
elderly demographic, a group often overlooked in digital behaviour studies.

The results of the study can help policy makers, digital platform designers, and marketers
to craft age-inclusive strategies. For instance, designing social media platforms that emphasize
ease of use and perceived usefulness can enhance older adults’ intrinsic motivation. Public
and private institutions can implement training programs to boost digital literacy and
engagement, especially by simplifying user interfaces and offering community-driven learning
modules.

32
5.3 Suggestions

The study suggests that promoting a positive attitude and intention toward social media use
will not only improve mental well-being but also strengthen social connectedness among the
elderly. Therefore, the findings can be practically applied to enhance both the quality of life
and digital inclusion of India’s aging population, thereby supporting national goals related to
active aging and digital empowerment.

5.4 Limitation and Future Research

First, this study primarily focused on a limited set of variables—namely attitude, subjective
norms, intention, and actual usage behaviour—based on the Theory of Planned Behaviour.
Future research can incorporate additional psychological or technological factors, such as
perceived ease of use, digital anxiety, or emotional well-being, to offer a more comprehensive
understanding of social media usage among older adults.

Secondly, the study was geographically confined to India, which may limit the generalizability
of the results. Future studies can be conducted in other countries or regions to compare cultural
and social differences in elderly social media adoption and usage behaviour.

Additionally, the study employed a judgmental sampling technique, which may not fully
capture the diversity of the aging population across India. Future research could adopt random
or stratified sampling methods to enhance data reliability and representation.

Lastly, while this study used a quantitative approach supported by exploratory interviews,
future research can benefit from more longitudinal or experimental designs to observe
behavioural trends over time or to test the impact of specific digital interventions targeted at
elderly users.

33
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 ANNEXURES
SURVEY QUESTIONNAIRE

Appendix
Part A: Screening question
This part will be identified respondent profile
A1. Where do you live?
India
Other >> End questionnaire
A2. Age
Lower than 50 years old >> End
-
questionnaire
50-60 years old
60- 70 years old
80 years old and above
A3. Do you use social
media?Yes
No >> End
questionnaire
Part B: Behaviour towards social media
B1. What type of social media do you use? (Check all that
consumption
apply)
Facebook
Instagram
Twitte
r
LinkedIn
Snapchat
Other (please specify) __________________
B2. What kind of communication tools do you use? (Check all that
apply)Normal phone (Can only call and
) SMS
Smart phone (A smartphone is a cellular telephone with an integrated computer and

other features not originally associated with telephones, such as an operating system, web
browsing and the ability to run software applications.)
Tablet

Computer

Other__________

B3. In a day, what is your average time spent with social media?

____(hour)________

38
B4. Please read following statements and mark [X] on the best answer according to your
opinion
Statement Always Often Occasionally Rarely Never
(1) (2) (3) (4) (5)
I use social media to contact with
family, cousin, friends, etc.
I use social media to update news
I use social media to read product
review
I use social media to update trend
I use social media for work
I lost my personal story/photo on
social media such as Facebook
I interact with what friend share
on social media

Part C
What do you do in your free time?
(Check all that apply)
Reading book
Exercising
Meeting friends
Café hopping
Planting
Shopping
Traveling
Other: ___________

39
Part D: Attitude towards social media consumption
Statement Strongly Agree Neutral Disagree Strongly
agree
disagree

Social media help me to contact

with family easily
Social media help me to contact
with friends easily
Social media help me to connect
with old friends
Social media can connect the
world social media can reduce gap
in family among different
generations I don't feel alone
anymore when I use social media
It is convenience to update news
through social media
It is faster to update news from
social media rather than
traditional media social media
help to save cost for
communication than using normal
phone call
I find social media useful for my
job
I feel safe when I use social media
I think social media is easy to use
I think message that people share
on social media is useful
I always find second source of
information to support before I
share anything on social media
I believe in letter chain when
people share on social media

40
Table E Respondent’s Demographic Profiles

Frequency Percent
Gender
Female
Male

Education
Lower than primary school
Primary school
High school
Postgraduate
Bachelor's degree
Other

Frequency Percent
Current occupation
Full-time employed
Part-time employed
Housewife
Retired
Others

Marital status
Alone
Live with family
Others

Children
0
1
2
3

Grandchildren
0
1

41
2
3
4 or above

Household income per month

Less than 15,000
15,001-30,000
30,001-50,000
50,001-100,000
More than 100,000

42