Health and Fitness Articles on Facebook-A Content Analysis

As per the statistics provided by Statista, Facebook holds 18% market share in the space of online and social media and has over 1, 590 million active users worldwide (Chaffey, 2016). This statistic is interesting to analyze in the Indian context where the total internet penetration is about 28% which means 375 million active internet users, according to the 2016 report by We Are Social. The same report states that 48% of the Indian population uses the internet every day and Facebook is the most active social media platform with 13% of the total users. In this group, users in the age group of 20–29 years comprise 51% of the total users, with a further bifurcation of 38% male users and 13% female users. The aforementioned statistics build a very crucial context for investigating social media behaviors of Indian youth in general. This is also significant to explore the most important topics or subjects that this group engages with on a social media platform like Facebook.