Virtual Identities and Social Media: A Case Study of Snapchat (2016-17)

Abstract. This paper is about the growing use of Snapchat among the youngsters, the content they share on Snapchat and its effect on interpersonal relationships of consumers. The study is taken out on the sample of 300 selected randomly from the universities of Lahore, Pakistan. The survey method was used as the research tool. The virtual identities at this social media application is helpful for real life relations. Youngsters use this social media application often to connect with their friends and close relations and it is significant for strengthening interpersonal relationships. Young people use Snapchat for sharing funny stuff and personal feelings through snap