Does social media positively influence the career choices and business endeavors of today’s society?
Global Perspectives (0457)
Individual Report
Component 2
Topic: Digital World
Research Question: Does social media positively influence the career choices and
business endeavors of today’s society?
Candidate Name : Harit Sharma
Candidate Roll No. : INT10182
Center Name : HIXS
Center No. : IN119
Word Count : 2101
Does social media positively influence the career choices and business endeavors of today’s society?
Introduction:
In our global society where technology is universally accessible, 67% of teenagers across the
world use social media for more than 3 hours a day, and 16% of teenagers utilize social media
for more than 5 hours a day. Due to the pervasive use of online networking platforms and the
collaborative community they cultivate, the volume of information is extensive. Infact, the
influence of social media can reach so far such that it can even influence one’s career decisions.
Yet due to the vast aspects of social media, it is challenging to determine whether the influence
of social platforms on career choices and business endeavors is favorable or adverse[2].
This report will discuss the perspectives and the arguments of social media and how it persuades
the career choices and business endeavors of today’s society. The report will suggest a probable
solution towards the issue and conclude with a personal, reflective conclusion.
Causes:
At a global scale, it is acknowledged that teenagers' brains are more receptive to social media
than adults[1].The following information is from an article written by Zara Abrams, from the
American Psychological Association, known for its highly regarded scientific research. The
source was last updated on August 3, 2023, which deems this a reliable source. This helps us
know that the information is factual and precise. As such, repeated exposure of social media
imprints a significant image upon today’s youth. For example, recent research done by the
University at Albany[3] depicted that a youngster may accept or reject the media's portrayal of
their ethnicity depending on how often they see stereotypical images of that group. They are then
more inclined to pay attention to and mimic those behaviors that they regard as being similar to
themselves. Nevertheless, our behavior is also influenced by the interactions of our environment
and personal feelings.
Abrams emphasizes the importance of both virtual and physical social interactions, and how both
must be considered when analyzing how social media manipulates the career choices of today’s
Does social media positively influence the career choices and business endeavors of today’s society?
society. This is further reinforced by the social cognitive theory, which suggests that a person in
today’s era is influenced by their interactions with their environment.
Moreover, the social learning theory(grouped by experts at the University at Albany) explains
how career decisions are also determined by both positive and negative educational experiences [3]
. The theory suggests that teenagers are influenced by subjects that pique their curiosity and
interest. Despite stereotypical connotations about social media being purely a source of
entertainment, it is a key educational source. The theory implies that humans learn by imitation,
modeling and observation; all prevalent concepts of social media usage. This model indirectly
applies to how businesses promote themselves online by using relatable, eye-catching material
to sway user’s consumer behavior.
An experiment conducted by University at Albany[3] showed that social media offers valuable
content relating to specific professions, which can lead to inspiration from those sources for
users to pursue a specific career. This highlights one of the positive facets of media that can help
narrow down job options for students and adults.
A study conducted by the Pew Research Center indicates that the majority of college students
refer to social media as a standard of regard, where their attention is drawn to influencers.
Influencers consist of individuals who have a noteworthy presence and influence in the social
media community. A median of 57% over 19 countries agree with social media being a good
option of entertainment and information for today’s society, especially for the younger
generations[2] . The above article by the Pew Research Center, a non profit organization is about
the usage of social media and technology by teens in 2022. It is reliable because there are
multiple credible authors of the source, proving that the research present in the article is
thorough and factual. This strengthens the credibility of the source. Moreover, the source was
published in late 2022, and the research and experiments were conducted in April and May of
2022, deeming the research recent and credible. Social media stimulates the cerebrum, and more
specifically the hypothalamus, thalamus and amygdala. These areas are responsible for
simulating our emotions, which includes feelings of joy and pleasure. However, continuous
stimulation can lead to addiction.
Does social media positively influence the career choices and business endeavors of today’s society?
Considering a local perspective, in India, one’s career choices are typically influenced by
familial pressure and a person's own interests. Despite these existing forces, social media has
played a significant part in influencing career choices for India’s youth. A study conducted by
Minu Paul[8] discussed three major factors affecting job decision making; intrinsic, extrinsic, and
interpersonal. The factors that appeal to younger generations are the personal, professional, and
economic status and growth of a job or a profession. India’s youth is drawn to the professions
depicted on social media when they witness such immense wealth and status amongst influencers
online.
However, the ease and accessibility of which content creators can create and upload edited
content has promoted unrealistic career aspirations due to the rise of influencer-based media [9].
Careers displayed on social media are appealing for their flexible working hours and creative
opportunities. While in today’s society creative professions such as designers, animators, and
musicians are accessible, they are not supported by families for their uncertainty and lack of
financial security. Due to discouragement from families, teenagers fear considering these job
occupations and not succeeding in the job, which indicates a negative consequence of social
media’s influence on career choices.
Consequences:
While we have discussed how the increased usage of social media is powerful in influencing
career choices and business endeavors, there are also positive and negative repercussions at a
global and national level.
According to the Academia Education Facility(India)[8], the most active and engaged users were
found to be 18-24 year [Link] data collected from the browsing activity on these sites showed
that over 53% of the younger generation on these platforms used social media for career
guidance and job opportunities. Additionally, over 43% of the research participants agreed that
the internet has created more job opportunities, which infers that teens positively associate social
media with career progression.
Does social media positively influence the career choices and business endeavors of today’s society?
Similarly, from a global perspective, research has shown that 79.6% of UK citizens consider
social media to have a positive impact on their career[4]. 14.1% of teenagers use social media and
the internet as a source for seeking career advice. Subsequently, 13.5% of teenagers feel inspired
by the people following their dreams with Youtube being highlighted as a key influential
platform. The youth’s relationship with social media as a place for seeking career advice
accentuates how the media is positively impacting the younger generations' employment paths.
Furthermore, India’s vast population and accessibility to digital connectivity has enabled social
media to have a strong influence on business ventures[16]. Social media has aided in the
adaptation of the digital transformation for consumers and businesses. Firstly, social media usage
results in rising consumer awareness because users regularly encounter a multitude of
advertisements and information, making it an effective way for businesses to reach and engage
their target audience. Secondly, social media amplifies the consumer’s voice through the
interactive nature of the different platforms. For example, reviews, ratings, and comments
provide live feedback from customers which help businesses iterate and improve their services.
Lastly, social media also augments the growth of businesses with the introduction of promotional
tools, marketing, and hiring strategies. Businesses build their voice, brand, and reputations by
their social interactions online. For businesses, social media is a pathway for direct
communication with customers, resulting in powerful insights.
However, the ease and accessibility of which content creators can create and upload edited
content has promoted unrealistic career aspirations due to the rise of influencer-based media [9].
Careers displayed on social media are appealing for their flexible working hours and creative
opportunities. While in today’s society creative professions such as designers, animators, and
musicians are accessible, they are not supported by families for their uncertainty and lack of
financial security. Due to discouragement from families, teenagers fear considering these job
occupations and not succeeding in the job, which indicates a negative consequence of social
media’s influence on career choices.
Does social media positively influence the career choices and business endeavors of today’s society?
Conversely, plenty of workers across the globe found social media demotivating; particularly
due to the fact that social media acts as an efficient platform to compare your career with
others[4]. Over 40% of people found it disheartening to see others paid comparatively higher for
less work. Likewise, 32.5% of workers were unsettled to watch others get a better career and
education than themselves. This furthers the negative association between the usage of social
media and its influence on job decisions.
Additionally, entrepreneurs can also feel demotivated after comparing their businesses to others’
on social media. Social media makes it easily accessible to constantly view competitor’s success
and this can dishearten growing entrepreneurs in their business endeavors. Moreover, the ease of
entering into business ventures on social media can oversaturate the market, which can have an
adverse impact on markets.
Probable Solutions:
In an ideal world, to remove the negative consequences of social media, one would need to
sufficiently censor and filter content presented on social media, or cease social media usage in
totality. However, it is understood that banning social media usage is not feasible. Consequently,
the only solution left would be to restrict social media usage based on time spent on social media
applications, or based on content displayed on these applications. However, this solution would
introduce challenges such as the fact that many teenagers may need to utilize social media for
work and communication. It would also negatively impact social media companies as it would
reduce the amount of time on their [Link] restricting usage would be
counterintuitive. The solution would be implemented at a global level in order to address the
wide scale of impact that social media imposes.
Furthermore, to reduce oversaturation of businesses online, social media websites should impose
verification processes for businesses before they are able to create accounts, so that only credible
businesses are authenticated and are able to promote their endeavors online. This reduces the
negative impact of social media on business markets. Additionally, this minimizes wrongful
Does social media positively influence the career choices and business endeavors of today’s society?
information and misleading content that the largest population of social media users, teenagers,
would experience. The solution can be first put into practice on a national scale, to alleviate the
oversaturation of business markets in India. Once its success has been validated, it can be
extended on a global level. On the other hand, verification processes reduce the existing
accessibility that social media platforms provide for businesses. This may negatively impact
small scale businesses as it would increase the barrier to entry and their potential success.
All of the aforementioned potential solutions would incur additional costs to social media
companies because they would need to invest in the development of the software that is
necessary to authenticate business credibility.
Ultimately, to reduce the negative influence of social media on career choices of the youth, the
proposed solution would be to place time restrictions based on the age of the user. Moreover, the
most probable solution to mitigate the negative influence of social media on business endeavors
would be to impose verification procedures so that businesses have to authenticate themselves,
before creating social media accounts. Finally, investments towards educating both individuals
and businesses in social media literacy can address the previously noted societal issues regarding
misperceptions.
Personal Perspective:
Before conducting research on the issue, I did not think deeply about how social media impacts
lives outside of the internet. While I had some knowledge about the implications of social media,
I did not know about the ramifications in relation to business endeavors and career choices. I
learned that the addictive aspect of social media was compelling to people, which led to the mass
influence of the media[7]. Frequently, research from sources suggested that social media’s
influence towards job’s and professions contained both negative and positive aspects. I
discovered the extensive impact that social networking platforms have on career progression and
success of businesses. During my research, I was surprised to learn about the negative
consequences that social media had in this field, and how the portrayal of extravagant
professions and blossoming businesses could be demotivating.
Does social media positively influence the career choices and business endeavors of today’s society?
In conclusion, social media has the potential to exert both positive and negative influences on
career choices for the youth. However, steps can be taken to mitigate the effects such that the
positive externalities will outweigh the risks of negative consequences. Through my research, I
believe that overall, social media positively influences the career choices and business endeavors
of today’s society.