Social Media For Advertisement Final

Comprehensive Report
On
AN ANALYTICAL STUDY ON THE USE OF SOCIAL MEDIA FOR THE PURPOSE OF
ADVERTISEMENT
Submitted to
Institute Code: 807
SAL Institute of Management
Under the Guidance of
Prof. Shakunt Jadav
In partial Fulfillment of the Requirement of the award of the degree of Master of

Business Administration (MBA)
Offered By
Gujarat Technological University
Ahmedabad
Prepared by: Students of MBA (Semester - IV)
Kandarp Prajapati
(138070592121)
Jigar Thakur
(138070592160)
March 2015
STUDENT DECLARATION
We Kandarp Prajapati and Jigar Thakur, hereby declare that the report for comprehensive
Project entitled AN ANALYTICAL STUDY ON THE USE OF SOCIAL MEDIA FOR THE PURPOSE OF
ADVERTISEMENT is a result of our own work and our indebtedness to other work publications,
references, if any ,have been duly acknowledged.
(Kandarp Prajapati - 138070592121)
(Jigar Thakur - 138070592160)
Place:
Date:
INSTITUTE CERTIFICATE
Certified that this Comprehensive Project Report Titled AN ANALYTICAL STUDY ON THE USE
OF SOCIAL MEDIA FOR THE PURPOSE OF ADVERTISEMENT is the bonafide work of Kandarp
Prajapati (138070592121) and Jigar Thakur (138070592160) who carried out the research
under my supervision. I also certify further, that to the best of my knowledge the work reported
herein does not form part of any other project report or dissertation on the basis of which a
degree or award was conferred on an earlier occasion on this or any other candidate.
Signature of the faculty guide

Prof. Shakunt Jadav
(Professor)
Signature of the Director

Dr. Viral Bhatt
(Director)
PLAGIARISM
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Shakunt Jadav(Professor)Signature of the DirectorDr
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Viral Bhatt(Director)PREFACEPractical training imbibes an integral part of
management studies
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Comprehensive ReportOnAN ANALYTICAL STUDY ON THE USE OF SOCIAL MEDIA FOR
THE PURPOSE OF ADVERTISEMENTSubmitted
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Shakunt JadavIn partial Fulfillment of the Requirement of the award of the degree of
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Comprehensive ReportOnAN ANALYTICAL STUDY ON THE USE OF SOCIAL MEDIA FOR

THE PURPOSE OF ADVERTISEMENTSubmitted toInstitute Code: 807SAL Institute of
ManagementUnder the Guidance ofProf. Shakunt JadavIn partial Fulfillment of the
Requirement of the award of the degree of Master of Business Administration
(MBA)Offered ByGujarat Technological UniversityAhmedabadPrepared by: Students
of MBA (Semester - IV)Kandarp Prajapati (138070592121)Jigar Thakur
(138070592160)March 2015STUDENT DECLARATIONWe Kandarp Prajapati and Jigar
Thakur, hereby declare that the report for comprehensive Project entitled AN
ANALYTICAL STUDY ON THE USE OF SOCIAL MEDIA FOR THE PURPOSE OF
ADVERTISEMENT is a result of our own work and our indebtedness to other work
publications, references, if any ,have been duly acknowledged.(Kandarp Prajapati 138070592121)(Jigar
Thakur
138070592160)Place:Date:INSTITUTE
CERTIFICATECertified that this Comprehensive Project Report Titled AN
ANALYTICAL STUDY ON THE USE OF SOCIAL MEDIA FOR THE PURPOSE OF
ADVERTISEMENT is the bonafide work of Kandarp Prajapati (138070592121) and
Jigar Thakur (138070592160) who carried out the research under my supervision. I
also certify further, that to the best of my knowledge the work reported herein does
not form part of any other project report or dissertation on the basis of which a
degree or award was conferred on an earlier occasion on this orany other
candidate.Signature of the faculty guideProf. Shakunt Jadav(Professor)Signature of
the DirectorDr. Viral Bhatt(Director)PREFACEPractical training imbibes an integral
part of management studies.One cannot merely upon the theoretical knowledge. It
is to be coupled with practical for it to be fruitful classroom lectures make the
7
fundamental concept of management clear. They also facilitate the learning of

practical things. However class lectures must be correlated with practical training in
the company has a significant role to play in the subject in business management. To
Total 74649 chars , 282 words, 8 unique sentences, 83% originality, 17% plagiarism
PREFACE
Practical training imbibes an integral part of management studies. One cannot merely upon the
theoretical knowledge. It is to be coupled with practical for it to be fruitful classroom lectures
make the fundamental concept of management clear. They also facilitate the learning of
practical things. However class lectures must be correlated with practical training in the
company has a significant role to play in the subject in business management. To develop
managerial and administrative skill in future managers have to enhance their analytical skills, it
is necessary that they combine their classroom learning with the knowledge of real business
environment.
After liberalization Indian Economy Scene is really a buzz with activity. Lots and lots of
multinational companies are coming in with their technical expertise and proven management
concepts. Industrial activity in Indian has become a thing to watch and we really wanted to be
of it and it was essential for us being a management student.
It is difficult to elaborate everything, which we learned during the Comprehensive project
however, we have endeavored too many, comprehensive picture of details about working in
the following pages.
We have accumulated the desired information through personal observations, study of
documents and discussions.
ACKNOWLEDGEMENT
This work is a culmination of sincere efforts put in during the making of this project. This task
could not have been accomplished without the support and help of lots of people. It is with
great pleasure and privilege that we wish to thank all of them who actively supported me in this
project We are thankful to Gujarat Technological University (GTU) for providing us the
opportunity to work on the Comprehensive Project on An analytical Study on the use of social
media for the purpose of advertisement and have provided us the good understanding that
how advertisements on social networking websites effect on the minds of people.
We are extremely thankful to Dr. Viral Bhatt Director, Sal Institute of Management for
providing us the great opportunity to learn through this project report and also it has provided
us the great opportunity to analyze the current scenario of social media advertising and the
peoples behavior & reaction for the same.
We are extremely thankful to our project guide Prof. Shakunt Jadav for providing us in depth
knowledge and helping us towards successful completion of our report and without their help
and guidance it is difficult for us to complete the report.
The level of knowledge they possess has covered entire aspects of the management expertise
in different fields particularly in our project related to marketing. We are also thankful to our
college SAL Institute of Management for offering us such a great project that binds all the
knowledge we have gained and last but not the least we would like to thank all our friends who
have provided their thoughts about our project during development and for the further
enhancement.
10
EXECUTIVE SUMMARY
Social media marketing is the process of gaining website traffic or attention through social
media sites. Social media marketing programs usually center on efforts to create content that
attracts attention and encourages readers to share it across their social networks. The resulting
electronic word of mouth (eWoM) refers to any statement consumers share via the Internet
(e.g., web sites, social networks, instant messages, news feeds) about an event, product,
service, brand or company. When the underlying message spreads from user to user and
presumably resonates because it appears to come from a trusted, third-party source, as
opposed to the brand or company itself, this form of marketing results in earned media rather
than paid media.
One
of
the
major
benefits
of
advertising
on
social
networking
site
(e.g. Facebook, Myspace, Friendster, Bebo, Orkut, etc.) is that advertisers can take advantage of
the users demographic information and target their ads appropriately. Social media targeting
combines
current
targeting
options
(like geotargeting, behavioral
targeting,
socio-
psychographic targeting, etc.), to make detailed target group identification possible. With social
media targeting, advertisements are distributed to users based on information gathered from
target group profiles.
Social network advertising is not necessarily the same as social media advertising. Social media
targeting is a method of optimizing social media advertising by using profile data to deliver
advertisements directly to individual users.
11
Twitter allows companies to promote their products in short messages limited to 140
characters which appear on followers home pages. Messages can link to the products website,
Facebook profile, photos, videos, etc.
Facebook pages are far more detailed than Twitter accounts. They allow a product to provide
videos, photos, and longer descriptions, and testimonials as other followers can comment on
the product pages for others to see. Facebook can link back to the products Twitter page as
well as send out event reminders.
A study from 2011 attributed 84% of "engagement" or clicks to Likes that link back to Facebook
advertising.
Google+, in addition to providing pages and some features of Facebook, is also able to integrate
with the Google search engine. Other Google products are also integrated, such as Google
Adwords and Google Maps. With the development of Google Personalized Search and other
location-based search services, Google+ allows for targeted advertising methods, navigation
services, and other forms of location-based marketing and promotion.
YouTube is another popular avenue; advertisements are done in a way to suit the target
audience. The type of language used in the commercials and the ideas used to promote the
product reflect the audience's style and taste. Also, the ads on this platform are usually in sync
with the content of the video requested, this is another advantage YouTube brings for
advertisers. Certain ads are presented with certain videos since the content is relevant.
12
TABLE OF CONTENT
NO.
Content
Page No
STUDENT DECLARATION
INSTITUTE CERTIFICATE
PLAGIARISM
PREFACE
ACKNOWLEDGEMENT
10
EXECUTIVE SUMMARY
11
Chapter 1 : INTRODUCTION OF SOCIAL MEDIA
14
Chapter 2 :LITERATURE REVIEW
43
10
Chapter 3: RESEARCH METHODOLOGY
47
11
Chapter 4: DATA ANALYSIS
53
12
Chapter 5: FINDINGS
96
13
Chapter6: RECOMMENDATIONS
99
14
Chapter 7: CONCLUSION
101
15
Chapter 8: ANNEXURE
103
16
Chapter 9: BIBLIOGRAPHY
110
13
CHAPTER 1
INTRODUCTION
14
Social media marketing is the process of gaining website traffic or attention through social
media sites. Social media marketing programs usually center on efforts to create content that
attracts attention and encourages readers to share it across their social networks. The resulting
electronic word of mouth (eWoM) refers to any statement consumers share via the Internet
(e.g., web sites, social networks, instant messages, news feeds) about an event, product,
service, brand or company. When the underlying message spreads from user to user and
presumably resonates because it appears to come from a trusted, third-party source, as
opposed to the brand or company itself, this form of marketing results in earned media rather
than paid media.
Social networking websites allow individuals to interact with one another and build
relationships. When companies join these social channels, consumers can interact with them
directly. That interaction can be more personal to users than traditional methods of outbound
marketing & advertising.
Social networking sites act as word of mouth. Social networking sites and blogs allow followers
to retweet or repost comments made by others about a product being promoted. By
repeating the message, the user's connections are able to see the message, therefore reaching
more people. Because the information about the product is being put out there and is getting
repeated, more traffic is brought to the product/company.
Through social networking sites, companies can interact with individual followers. This personal
interaction can instill a feeling of loyalty into followers and potential customers. Also, by
choosing whom to follow on these sites, products can reach a very narrow target audience.
Social networking sites also include a vast amount of information about what products and
services prospective clients might be interested in. Through the use of new Semantic Analysis
15
technologies, marketers can detect buying signals, such as content shared by people and
questions posted online. Understanding of buying signals can help sales people target relevant
prospects and marketers run micro-targeted campaigns.
In order to integrate Social Networks within their marketing strategies, companies have to
develop a marketing model. In a marketing model (SNeM2S) based on Social Networks is
provided. The model includes the following steps: selection of potential Social Networks to
use; definition of a financial plan; definition of organisational structures to manage the
Social Network in the market; selection of target; promotion of products and services;
performance measures
Social Networking is used by 76% of businesses today. Business retailers have seen 133%
increases in their revenues from social media marketing.
Social network advertising, also social media targeting is a group of terms that are used to
describe forms of Online advertising that focus on social networking sites.
One
of
the
major
benefits
of
advertising
on
social
networking
site
(e.g. Facebook, Myspace, Friendster, Bebo, Orkut, etc.) is that advertisers can take advantage of
the users demographic information and target their ads appropriately. Social media targeting
combines
current
targeting
options
(like geotargeting, behavioral
targeting,
socio-
psychographic targeting, etc.), to make detailed target group identification possible. With social
media targeting, advertisements are distributed to users based on information gathered from
target group profiles.
Social network advertising is not necessarily the same as social media advertising. Social media
targeting is a method of optimizing social media advertising by using profile data to deliver
16
advertisements directly to individual users. Social media targeting refers to the process of
matching social network users to target groups that have been specified by the advertiser.
MARKETERS promoting their products online have followed a fairly standard arc historically,
first buying digital ads and building their own Web sites in the early years of the Internet, and
more recently amassing followers on social networks like Facebook and Twitter.
Now, companies increasingly are running online ads that focus less on pitching their products
than promoting their Facebook pages and Twitter accounts.
One of the main purposes in employing Social Media in marketing is as a communications tool
that makes the companies accessible to those interested in their product and make them visible
to those who have no knowledge of their products. These companies use social media to create
buzz, learn from and target customers. It's the only form of marketing that can finger
consumers at each and every stage of the consumer decision journey. Marketing through social
media has other benefits as well. Of the top 10 factors that correlate with a strong Google
organic search, seven are social media dependent.
This means that if brands are less or non active on social media, they tend to show up less on
Google searches. While platforms such as Twitter, Facebook and Google+ have a larger amount
of monthly users, The visual media sharing based mobile platforms however, garner a higher
interaction rate in comparison and have registered the fastest growth and have changed the
ways in which consumers engage with brand content.
Instagram has an interaction rate of 1.46% with an average of 130 million users monthly as
opposed to Twitter which has a .03% interaction rate with an average of 210 million monthly
17
users. Unlike traditional media that are often cost-prohibitive to many companies, a social
media strategy does not require astronomical budgeting. To this end, companies make use of
platforms such as Facebook, Twitter, YouTube and Instagram in order to reach audiences much
wider than through the use of traditional print/TV/radio advertisements alone at a fraction of
the cost, as most social networking sites can be used at no cost.
This has changed the ways that companies approach interact with customers, as a substantial
percentage of consumer interactions are now being carried out over online platforms with
much higher visibility. Customers can now post reviews of products and services, rate customer
service and ask questions or voice concerns directly to companies through social media
platforms.
Thus social media marketing is also used by businesses in order to build relationships of trust
with consumers. To this aim, companies may also hire personnel to specifically handle these
social media interactions, who usually report under the title of Online community managers.
Handling these interactions in a satisfactory manner can result in an increase of consumer trust.
To both this aim and to fix the public's perception of a company, 3 steps are taken in order to
address consumer concerns, identifying the extent of the social chatter, engaging the
influencers to help, and developing a proportional response.
18
TYPES OF ADVERTISEMENTS
Online Advertising
Posting ads on websites that receive heavy traffic is one way to get the word out about
your business. Social networking sites such as Facebook or MySpace have advertising
programs with ads tailored to a particular demographic. These ads show up only next to
profiles that meet the specifications of your product's target market. You can also use
the Google Ad Words service to post online ads.
Email marketing
Email marketing is directly marketing a commercial message to a group of people

using email. In its broadest sense, every email sent to a potential or current customer
could be considered email marketing. It usually involves using email to send ads, request
business, or solicit sales or donations, and is meant to build loyalty, trust, or brand
awareness.
Broadly, the term is usually used to refer to sending email messages with the purpose of
enhancing the relationship of a merchant with its current or previous customers, to
encourage customer loyalty and repeat business, acquiring new customers or convincing
current customers to purchase something immediately, and adding advertisements to
email messages sent by other companies to their customers.
19
Newspaper Ads
A traditional form of advertising, daily and weekly newspaper ads allow you to target
specific geographic neighborhoods. Attaching an incentive, such as a coupon, to the ad
can help track the ad's effectiveness. Purchasing an ad in a section relevant to your
business -- for example, a home improvement business ad in the home and garden
section -- can also help you to reach target clients.
Radio Advertising
A catchy jingle and quick tag line can enhance a radio ad's effectiveness. Matching the
station you choose with your target demographic is key. If you want to reach adults
aged 35 to 64, an adult contemporary station is a good bet. An alternative or urban
station is good to reach youth aged 18 to 24. At the time of publication, radio ad
provider Strategic Media reports that those who buy products in response to a radio ad
spend an average of $148 per purchase, compared to an average of $98 for television
infomercials.
Television Advertising
Television ads on local stations might require time and effort to produce, but can be
especially effective if you sell a product or service with a high price point. At the time of
publication, strategic Media states that a TV ad can cost $50,000, while a radio ad will
cost only $1,500. However, you can justify the difference if a TV ad can reach customers
who would not respond to radio.
20
Public Speaking
If the product you sell relates to your own expertise, public speaking can be a great
advertisement. Offer your services to organizations that could benefit from one of your
workshops or lectures. Bring business cards and promotional materials to the event to
encourage your audience to spread the word about your services.
Door Hangers and Flyers
Canvassing the neighborhood, placing flyers in mailboxes or hanging ads on doorknobs,

is a good way to target a specific area and to make sure your potential customers have
seen your information. Even if most homeowners will discard the information, gaining a
handful of clients may be enough for a positive return on the marketing campaign
investment.
Event Sponsorship
Advertising your product or service through event sponsorship can take many forms.
You might receive an acknowledgement in the event program, have an on-site location
where you can give out sample product, or your company logo might appear on the
event posters. One option for events that require a hand-stamp for entry is to provide
the venue with a stamp that bears your company logo; the attendees will then have
your logo close by for a day or two afterwards.
21
Word-of-Mouth Advertising
A non-traditional form of advertising, word-of-mouth advertising involves hiring people

to talk about your product or service in a public place in a way that other people
overhear them. Hired marketers can go into coffee shops in pairs and talk audibly about
your bike shop on 3rd Avenue or your door-to-door leaf blowing service. The campaign
is effective if the essential information needed to send clients to your business is simple
and easy to slip into conversation
22
BLOCKING/IGNORING OF ADVERTISEMENTS
When most people think about the size of the internet, they think in terms of the number of
unique people online. Research reports talk about how many people, what devices they use
(hint: lots of smartphones), their connection speed, and if they are wired or wireless. The
punchline -- pretty much every consumer in the U.S. is online, and those that aren't now are
likely never going to be. As a developed economy, we're pretty damn close to complete
saturation. All that misses perhaps the most disruptive point about what's truly happening -- it's
the choices that those consumers have that are throwing the whole media ecosystem into
convulsions. It's those choices that drive Facebook to spend $19 billion on a text-messaging
app. It's those choices that make a large and profitable company like Yahoo worth
a negative $10 billion.
Today there are more than 1 billion registered domains, or websites, on the internet. Inside
those websites are countless articles, videos, photos, and status updates.
About 20 percent of all registered websites are "active," meaning a human being has visited
these sites at least once in the prior 30 days. That's 200 million active websites, or choices, and
that doesn't even begin to touch on how many pieces of content are inside those active
websites.
Over the past several years, marketers have become increasingly sophisticated in accessing and
using data about consumers to purchase ads more efficiently and at an obscenely good ROI.
Publishers reacted predictably as economics ebbed.
23
These publishers began by a) bluntly refusing to embrace programmatic advertising by

assuming, incorrectly, that this would solve the fragmentation problem and b) starting to add
more ad slots and formats to their pages to keep RPMs consistent with declining ad prices. The
first action put the publishers at an increasing disadvantage when it came to understanding and
leveraging data to balance the economic equation. And the second action simply added to the
glut of supply, making the first problem worse. Perhaps it's ignorance, or perhaps because each
stakeholder is acting solely in its own best interest -- but in either case, consumer attention is
fragmenting and therefore waning. And as we all know, attention is the crucible for effective
marketing.
Consumers today are inundated with ads. Some are neat little standard squares or rectangles,
some are "native" masquerading as content, and some exploit voyeuristic attention-bait lists
and links. As an individual consumer, it's getting harder to find the actual content. More ads in
more forms obviously mean more options for advertisers, but the attention fragmentation of
today's internet means they must come with lower prices paid to achieve a reasonable ROI.
That might sound good to a marketer acting in a short run self interest, but it risks spoiling the
fertile soil of engagement and quality content.
24
TYPES OF SOCIAL MEDIA
Twitter
Twitter allows companies to promote their products in short messages limited to 140
characters which appear on followers home pages. Messages can link to the products website,
Facebook profile, photos, videos, etc.
25
Facebook
Facebook pages are far more detailed than Twitter accounts. They allow a product to provide
videos, photos, and longer descriptions, and testimonials as other followers can comment on
the product pages for others to see. Facebook can link back to the products Twitter page as
well as send out event reminders.
A study from 2011 attributed 84% of "engagement" or clicks to Likes that link back to Facebook
advertising.
26
Google+
Google+, in addition to providing pages and some features of Facebook, is also able to integrate
with the Google search engine. Other Google products are also integrated, such as Google
Adwords and Google Maps. With the development of Google Personalized Search and other
location-based search services, Google+ allows for targeted advertising methods, navigation
services, and other forms of location-based marketing and promotion. Google+ can also be
beneficial for other digital marketing campaigns, as well as social media marketing. Google+
authorship was known to have a significant benefit on a website's search engine optimisation,
before the relationship was removed by Google. Google+ is one of the fastest growing social
media networks and can benefit almost any business.
27
LinkedIn
LinkedIn, a professional business-related networking site, allows companies to create

professional profiles for themselves as well as their business to network and meet
others. Through the use of widgets, members can promote their various social networking
activities, such as Twitter stream or blog entries of their product pages, onto their LinkedIn
profile page. LinkedIn provides its members the opportunity to generate sales leads and
business partners. Members can use Company Pages similar to Facebook pages to create an
area that will allow business owners to promote their products or services and be able to
interact with their customers. Due to spread of spam mail sent to job seeker, leading
companies prefer to use LinkedIn for employee's recruitment instead using different job
portals.
28
Yelp
Yelp consists of a comprehensive online index of business profiles. Businesses are searchable by
location, similar to Yellow Pages. The website is operational in seven different countries,
including the United States and Canada. Business account holders are allowed to create, share,
and edit business profiles. They may post information such as the business location, contact
information, pictures, and service information. The website further allows individuals to write,
post reviews about businesses and rate them on a five-point scale. Messaging and talk features
are further made available for general members of the website, serving to guide thoughts and
opinions.
29
Foursquare
Foursquare is a location based social networking website, where users can check into locations
via a Swarm app on their smartphones. Foursquare allows businesses to create a page or create
a new/claim an existing venue. A good marketing strategy for businesses to increase foot traffic
or retain loyal customers includes offering incentives such as discounts or free food/beverages
for people checking into their location.
30
Instagram
In May 2014, Instagram had over 200 million users. The user engagement rate of Instagram was
15 times higher than of Facebook and 25 times higher than that of Twitter. According to Scott
Galloway, the founder of L2 and a professor of marketing at New York Universitys Stern School
of Business, latest studies estimate that 93 percent of prestige brands have an active presence
on Instagram and include it in their marketing mix. When it comes to brands and businesses,
Instagram's goal is to help companies to reach their respective audiences through captivating
imagery in a rich, visual environment. Moreover, Instagram provides a platform where user and
company can communicate publicly and directly, making itself an ideal platform for companies
to connect with their current and potential customers.
Many brands are now heavily using this mobile app to boost their visual marketing strategy.
Instagram can be used to gain the necessary momentum needed to capture the attention of
the market segment that has an interest in the product offering or services. As Instagram is
supported by Apple and android system, it can be easily accessed by smart phone users.
Moreover, it can be accessed by Internet as well. Thus, the marketers see it as a potential
platform to expand their brands exposure to the public, especially the younger target group.
31
Many big names have already jumped on board: Starbucks, MTV, Nike, Marc Jacobs, Red
Bull are a few examples of multinationals that adopted the mobile photo app early.
Instagram has proven itself a powerful platform for marketers to reach their customers and
prospects through sharing pictures and brief messages. According to a study by Simply
Measured, 71 percent of the worlds largest brands are now using Instagram as a marketing
channel. For companies, Instagram can be used as a tool to connect and communicate with
current and potential customers. The company can present a more personal picture of their
brand, and by doing so the company conveys a better and true picture of itself. The idea of
Instagram pictures lies on on-the-go, a sense that the event is happening right now, and that
adds another layer to the personal and accurate picture of the company. Another option
Instagram provides the opportunity for companies to reflect a true picture of the brand through
the perspective of the customers, for instance, using the user-generated contents thought the
hashtags encouragement. Other than the filters and hashtags functions, the Instagrams 15second videos and the recently added ability to send private messages between users have
opened new opportunities for brands to connect with customers in a new extent, further
promoting effective marketing on Instagram.
32
YouTube
YouTube is another popular avenue; advertisements are done in a way to suit the target
audience. The type of language used in the commercials and the ideas used to promote the
product reflect the audience's style and taste. Also, the ads on this platform are usually in sync
with the content of the video requested, this is another advantage YouTube brings for
advertisers. Certain ads are presented with certain videos since the content is relevant.
Promotional opportunities such as sponsoring a video is also possible on YouTube, "for
example, a user who searches for a YouTube video on dog training may be presented with a
sponsored video from a dog toy company in results along with other videos. YouTube also
enable publishers to earn money through its YouTube Partner Program.
33
Social Bookmarking Sites
Websites such as Delicious, Digg, Slashdot and Reddit are popular social bookmarking sites used
in social media promotion. Each of these sites is dedicated to the collection, curation, and
organization of links to other websites. This process is crowd sourced, allowing members to sort
and prioritize links by relevance and general category. Due to the large user bases of these
websites, any link from one of them to another, smaller website usually results in a flash crowd.
In addition to user generated promotion, these sites also offer advertisements within individual
user communities and categories. Because ads can be placed in designated communities with a
very specific target audience and demographic, they have far greater potential for traffic
generation than ads selected simply through cookie and browser history. Additionally, some of
these websites have also implemented measures to make ads more relevant to users by
allowing users to vote on which ones will be shown on pages they frequent. The ability to
34
redirect large volumes of web traffic and target specific, relevant audiences makes social
bookmarking sites a valuable asset for social media marketers.
Blogs
Platforms like LinkedIn create an environment for companies and clients to connect online.
Companies that recognize the need for information, originality, and accessibility employ blogs
to make their products popular and unique, and ultimately reach out to consumers who are
privy to social media.
Blogs allow a product or company to provide longer descriptions of products or services, can
include testimonials and can link to and from other social network and blog pages. Blogs can be
updated frequently and are promotional techniques for keeping customers, and also for
acquiring followers and subscribers who can then be directed to social network pages.
Online communities can enable a business to reach the clients of other businesses using the
platform. To allow firms to measure their standing in the corporate world, sites
like Glassdoor enable employees to place evaluations of their companies. Some businesses opt
out of integrating social media platforms into their traditional marketing regimen. There are
also specific corporate standards that apply when interacting online. To maintain an advantage
35
in a business-consumer relationship, businesses have to be aware of four key assets that

consumers maintain: information, involvement, community, and control.
Tumblr
Tumblr first launched ad products on May 29, 2012. Rather than relying on simple banner ads,
Tumblr requires advertisers to create a Tumblr blog so the content of those blogs can be
featured through the site. In one year, four native ad formats were created on web and mobile,
and had more than 100 brands advertising on Tumblr with 500 cumulative sponsored posts.
The ads, which have menu tabs and increasingly resemble mini-Web sites themselves, allow
users to click within the ad to see a brands Twitter messages or Facebook wall posts in real
time, or to watch a brands video content from YouTube all without leaving the Web page
where the ad appears. In a survey of 700 marketers from all over the globe, Wildfire
App discovered that nearly all marketers find value from social media and that 75% of
marketers plan to increase their media spending in 2012.
The top two benefits highlighted by these marketers are increased brand awareness and the
ability to engage in dialogue directly with their customers. This compares similarly to the 2011
Social Media Marketing Industry Report where we found 88% of marketers also indicated
increased exposure to be the number-one benefit of social media marketing.
36
Borrell Associates found that small- and medium-sized businesses (SMB) will double their social
media advertising budget in 2012. Thats up to an estimated $2 billion in the U.S. alone.
Over the last three years however with the gigantic boom in social media, a lot of firms have
been slowly realizing the true power of social media when used wisely. The most effective ad
agencies realize that it is not just about buying ad space, especially with this troubling economy,
it is about being smart and realizing how to take advantage of the non-costly avenues that are
available to you.
There are some simple ways for monitoring activity on social media platforms. Some obvious
ways are internal methods such as monitoring Facebook likes, retweets on Twitter, basically
tracking what your customers are interested in and changing what isnt working.
37
1. Social Mention
Social Mention will allow you to track and measure who is talking about you, your
company, your product, or any topic related to your industry. Social Mention pulls data
from hundred + social media platforms to give you the most accurate, real-time
information landscape in real-time.
2. Tweet Deck
TweetDeck is an effective and useful tool that allows you to arrange feeds from all of
your social networks in one place using the TweetDeck dashboard. You can also
schedule tweets and set-up customizable feeds for your social search needs. Lists can
also be created of the people you follow. These lists can allow you to manage different
target groups you want to interact with and keep an eye on whats being tweeted
about.
3. Hootsuite
Its easy to use and allows you to organize and execute campaigns across multiple social
networks from one secure, web-based dashboard. Hootsuite enables organizations
launch marketing campaigns, identify and grow audiences.
Key social network integrations include Facebook, Twitter, LinkedIn, and Google+
Pages, plus a suite of social content apps for YouTube, Flickr, Tumblr and more.
Hootsuites geo-location and geotargeting can help get your business more seen on
social media platforms. HootSuite also offers tools to help multiple collaborators be
assigned to manage your social media accounts more securely. Analytics tools are also
38
available on Hootsuite to get more of an insight into your businesses participation on

social media platforms.
4. Twilert
Twilert is a Twitter monitoring application that monitors all mentions of your chosen
keywords across the Twitter-sphere. Whats best about Twilert is that it doesnt simply
monitor @mentions or hashtags, but monitors all words within a tweet. So you will
never miss out on anything you are searching for. Its an easy platform to use for social
analytics. You can sign in to Twilert with your Google or Twitter account. The keywords
you search can be sent directly to your email address.
Whats great about Twilert as well is that you can do an advanced search for any topic.
You can choose a particular geographical area. Maybe a certain target audience you
havent quite targeted yet that you want to do some market research on, to see if your
product or service meets their needs. You can search by peoples attitude either
positive, negative or asking a question. This could be quite useful. See picture below to
get a better understanding of the advanced search tool for Twilert.
5. Sprout Social
Sprout Social lets you monitor your business & manage conversations with one simple
marketing analytics tool. Publish & schedule updates across social channels with a single
click. Manage teams, large social channels, tasks and assignments to make life a bit
easier.
Sprout Social allows you to monitor your business efficiently and effectively and help
manage & grow your social presence across different platforms. Sprout Social integrates
with Twitter, Facebook Pages, LinkedIn, FourSquare and other networks where your
39
target market could be engaging with businesses similar to yours. Other useful tools on
Sprout Social are contact management, competitive insight, lead generation, analytics.
Sprout Social offers a thirty day free trial. So give it a try if you think it would be a useful
analytics tool for your business.
6. Social Oomph
Social Oomph is a useful marketing tool especially for Twitter. Twitter is an excellent
way for a business to build relationships with customers and assist in retaining them as
well.
There are different tools that will let you manage multiple Twitter profiles and you can
configure lots of features such as Auto Direct Message, Auto Follow and Auto unfollow.
If its suitable for your business then I would suggest sending an auto direct message to
all your new followers. You have more than likely been sent one by someone you have
followed. Here an example: Thanks for connecting here on Twitter, will love to see you
on Facebook [Link]
Twitter users will usually follow you because you follow them back and later on if they
unfollow you. Social Oomphs Twitter auto unfollow tool will come in handy to help
clean up your newsfeed.
40
7. Sysomos
Sysomos another great social media analytics tool for businesses. Sysomos is the greek
word for everything together . You will be provided with intelligence and insights
needed to measure results and ultimately make decisions on whats working and whats
not working.
Sysomos collects data from blogs, Twitter, social networks, messages, boards, wikis and
major news sources. Sysomos give you the ability to notice the tone of conversations
and identify opinions by gender, age and location.
Some of Sysomos products include: Heartbeat, a social media monitoring and

measurement tool. Heartbeat provides constantly updated snapshots of social media
conversations delivered using a variety of user-friendly and intuitive graphics. Sysomos
MAP, and Traffic Analytics. You can request a demo here.
8. Brand Monitor
Brand
Monitor is an
easy-to-use
social
media
monitoring
and
engagement
platform. Brand Monitor provides a powerful blend of consumer brand choice, multidimensional insights and relative acumen. A dashboard is available for you to view
weekly trends, reaction meter, posts volume, reaction graph and top referrals. A graph
with positive and negative response trends for the past month can also be viewed.
Sentiments can be manually updated and Brand Monitor is capable of learning this and
using this information to assign sentiment for future posts. An email can be sent to you
daily, weekly and monthly that will keep you updated. Dashboard Charts and other data
can be easily exported into an editable Excel sheet or CSV file.
41
9. Google Alerts
Google Alerts is another effective monitoring system to analyse social media. You can
track anything you want. It can be a useful way for finding out whats being said about
you or your company. You can keep track of articles you write under your name;
monitoring the competition or simply to keep up to date on any given topic.
You can set up Google Alerts to monitor certain keywords, such as your blog name, your
business name and your personal name, and you will receive an e-mail any time they
find those keywords in their search. With Google Alerts, you can be instantly notified
when and where any bad content was placed on any social media platform and be able
to respond accordingly.
It is essential for every organization to monitor and track what is being said about them.
It is especially important to interact with customers through social media platforms and
analyse any areas of their social media platforms that need to be improved and
essentially keep up to this on this very fast paced environment.
42
CHAPTER 2
LITERATURE
REVIEW
43
(Trusov, Bucklin, & Pauwels, 2009), (Akrimi & Khemakhem, 2012). In recent years, social
networking sites and social media have increased in popularity, at a global level. For instance,
Facebook is said to have more than a billion active users (as of 2012) since its beginning in 2004
(www.facebook.com). Social networking sites can be described as networks of friends for social
or professional interactions. Indeed, online social networks have profoundly changed the
propagation of information by making it incredibly easy to share and digest information on the
internet.
(Mangold & Faulds, 2009)The unique aspects of social media and its immense popularity have
revolutionized marketing practices such as advertising and promotion (Hanna, Rohm, &
Crittenden, 2011). Social media has also influenced consumer behavior from information
acquisition to post-purchase behavior such as dissatisfaction statements or behaviors and
patterns of Internet usage.
(Kaplan & Haenlein, 2010) Social media is a group of internet based applications that builds on
the ideological and technological foundations of Web 2.0, and it allows the creation and
exchange of user-generated content. Social media has many advantages as it helps connect
businesses to consumers, develop relationships and foster those relationships in a timely
manner and at a low cost.
(Williams & Cothrell, 2000) Other functions of social media involve affecting and influencing
perceptions, attitudes and end behavior, while bringing together different like-minded people
(Hagel & Armstrong, 1997). In an online environment, Laroche (2012) pointed out that people
like the idea of contributing, creating, and joining communities to fulfill needs of belongingness,
being socially connected and recognized or simply enjoying interactions with other like-minded
members.
44
(Kaplan & Haenlein, 2010; Laroche et.al. 2012) The much higher level of efficiency of social
media compared to other traditional communication channels prompted industry leaders to
state that companies must participate in Facebook, Twitter, MySpace, and others, in order to
succeed in online environments. Thus, more industries try to benefit from social media as they
can be used to develop strategy, accept their roles in managing others strategy or follow
others directions.
(Mersey, Malthouse, & Calder 2010) Social media websites provide an opportunity for
companies to engage and interact with potential and current consumers, to encourage an
increased sense of intimacy of the customer relationship, and build all important meaningful
relationships with consumers especially in todays business environment when consumer
loyalty can vanish at the smallest mistake, which can additionally have online propagation of
their unfortunate encounter with a particular product, service, brand or company.
Some companies are beginning to take notice of the power of social media. A few corporate
social networking websites already allow consumers to not only exchange information about
products or services, but also engage in co-creating value in online experiences with offline
outcomes, with both current and potential consumers.
Vellido et al. (1999) investigated consumers opinion on online purchasing and online vendors
that seem to consist of the underlying dimensions control and convenience, trust and
security, affordability, ease of use, and effort/responsiveness. Using these dimensions
as a segmentation base discerns seven segments: unconvinced, security conscious,
undecided, convinced, complexity avoiders, cost conscious, and customer service
wary.
45
Starting from consumers motivations to use the Internet, McDonald (1996) segmented the
Internet audience as avid adventurers, fact collectors, entertainment seekers, and
social shoppers.
Also, Brengman et al. (2005) performed a cluster analysis based on seven factors, such as
Internet convenience, www.ccsenet.org/ijbm International Journal of Business and
Management Vol. 8, No. 14; 2013 perceived self-inefficacy, Internet logistics, Internet
distrust, Internet offer, Internet Window -shopping.
46
Chapter 3
RESEARCH
METHODOLOGY
47
Introduction
Marketing Research is the function which links the consumer, customer and the public
to the marketer through information - information used to identify and define the
marketing opportunities and problems; generate, refine and evaluate marketing actions;
monitor marketing performance; and improve understanding of market as a process.
Marketing research specifies the information required to address these issues; designs
the method for collecting information; manages and implements the data collection
process; analyses the results; and communicates the findings and their implications. My
marketing Research is on customer satisfaction.
However, there are also some limitations of marketing research like it is not exact
science and is too faulty and superficial in industry.
Research Design
The research design for this study is Descriptive research.
Descriptive research, also known as statistical research, describes data and
characteristics about the population or phenomenon being studied.
Descriptive research answers the questions who, what, why and how.
48
Data collection Method

Researcher instruments is the tool by which the researcher can do research on specific
problems or objective. The most popular researcher instrument for collection data is
Questionnaire for a particular investigation.
It is simple for a moiled set of questions presented to respondents for their answers. Due to
this flexibility, it is most common instrument used to collect the primary data.
During the pre-testing of questionnaire, I seen the reaction of respondents and suggestions
required to make change in research instrument. The questionnaire contains three types of
questions.
(A) Dichotomous question

(B) Multiple-choice question
(A) Dichotomous questions

It has only two answers in form yes or no, true or false, use or do not use. So the
respondent is offered two or more choice.
(B) Multiple-choice question:
In this, the respondent is offered two or more choice. Here we use Questionnaire .This is
the most popular method for conducting the survey. It helped in collecting the
information from the framed question, to get maximum necessary data for research.
49
Sampling Plan
Sample area: Ahmedabad City
Sample Size: 200
Sampling method: Random Convenience Sampling Method.
Research Objectives
To know the impact of social media advertisement.
To know the perception of the people towards the advertisements on social media
websites.
To know how people react on the advertisements and what kind of advertisements are
preferred by the people.
To know awareness of social media among the people.
To know whether the people are ready to pay the money to block the advertisements
and to know whether people are satisfied with the content of advertisements on their
social media.
50
Source of Data
(A). PRIMARY DATA
(B). SECONDARY DATA
(A) Primary Data
Data which are collected at first hand is primary data for collecting primary data, There
are four methods i.e. observation method, laboratory experiment method, field
experiment method and survey method. The questionnaire should be designed well so
the study becomes easy. It can be done through personal interview, telephonic
interview and mail questionnaire method.
(B) Secondary data
Any data which have been gathered earlier for some other purpose are secondary data
in the hands of the data in the hands of the marketing researcher. Thus, primary data
collected by one person may become the secondary data for another.
secondary data should not be outdated. The sources of the secondary data are
accounting records, sales force reports, internal experts, other responds of company
and government publications, none-government and organizations publications etc.
Internet
News papers
Advantages
Advertisers can reach users who are interested in their products
Allows for detailed analysis and reporting (including Business Intelligence)

51
The information gathered is real, not from statistical projections
Does not access IP-Addresses of the users
Disadvantages
1. The wrong online brand strategy could put you at a viral social disadvantage and may even
damage your reputation, i.e, when you make a mistake offline, a few will know but when you
make a mistake in front of hundreds or thousands of you online audience, most of them will
know!
2. Using social media for marketing and advertising could be more time consuming than
companies expect.
3. In order to get social medias full effect, you need to understand how it works, when and how
to use it and which channels to focus on depending on your end goal of using social media.
4. Social media can have a negative influence on worker productivity. Employees may waste
valuable time using social media channels such as Facebook and Twitter. They can also use
social media to attack the companys reputation!
5. When social media is used excessively or in the wrong way, it could have serious detrimental
outcomes on both mental and even physical health of individuals.
52
CHAPTER 4
DATA ANALYSIS
53
Age
Statistics
Valid
200
N
Missing
Mean
1.50
Std. Error of Mean
.051
Median
1.00
Mode
Std. Deviation
.716
Variance
.513
Skewness
1.097
Std. Error of Skewness
.172
Q1. Age
Frequency
Percent
Valid Percent
Cumulative
Percent
16-25
127
63.5
63.5
63.5
26-35
47
23.5
23.5
87.0
36 & more
26
13.0
13.0
100.0
200
100.0
100.0
Valid
Total
54
140
120
100
80
Frequency
127
60
40
47
20
26
0
16-25
26-35
36 & more
Interpretation:- From the above graph we can say that the age group more than 60% of the
people involved in this survey lies between age of 16-25 years, age of 23% people lies between
26-35 years and age of 13% people is more than 36 years.
55
Qualification
Statistics
Valid
200
N
Missing
Mean
2.21
Std. Error of Mean
.047
Median
2.00
Mode
Std. Deviation
.662
Variance
.438
Skewness
-.259
.172
Q2. Qualification
Frequency
Percent
Valid Percent
Cumulative
Percent
Undergraduate
Graduate
27
13.5
13.5
13.5
104
52.0
52.0
65.5
69
34.5
34.5
100.0
200
100.0
100.0
Valid
Post graduate
Total
56
120
100
80
60
Frequency
104
40
69
20
27
0
Undergraduate
Graduate
Post graduate
Interpretation:- From the above graph we can say that more than 50% people involved in this
survey has have their education qualification as graduate, around 13% people have their
educational qualification as undergraduate, and around 35% people have have their education
qualification as postgraduate.
57
Employment detail
Statistics
Valid
200
N
Missing
Mean
3.50
Std. Error of Mean
.088
Median
4.00
Mode
Std. Deviation
1.240
Variance
1.538
Skewness
-.691
.172
Q3. Employment detail

Frequency
Percent
Valid Percent
Cumulative
Percent
Valid
Private employee
24
12.0
12.0
12.0
Goverment employee
18
9.0
9.0
21.0
Businessman
25
12.5
12.5
33.5
107
53.5
53.5
87.0
20
10.0
10.0
97.0
3.0
3.0
100.0
200
100.0
100.0
Student
Housewife
Professional
Total
58
120
100
80
60
Frequency
107
40
20
25
24
20
18
0
Private
employee
Goverment
employee
Businessman
Student
Housewife
Professional
Interpretation:- From the above graph we can say that maximum people included in this survey
are students. More than 50% people are students, 12% are private employees, around 12% are
businessman, 9% are govt. employees, 10% are housewives & 3% are professionals.
59
Are you aware about any social networking websites where you can
make friends and socialize?
Statistics
Valid
200
N
Missing
Mean
1.13
Std. Error of Mean
.033
Median
1.00
Mode
Std. Deviation
.474
Variance
.224
Skewness
3.545
.172
Q4. Are you aware about any social networking websites where you can make
friends and socialize?
Frequency
Percent
Valid Percent
Cumulative
Percent
Yes
No
185
92.5
92.5
92.5
2.0
2.0
94.5
11
5.5
5.5
100.0
200
100.0
100.0
Valid
Don't know
Total
60
2%
6%
Yes
No
Don't know
92%
Interpretation:- From the above graph we can say that more than 90% of the people who
participated in this survey are very well aware about the social networking websites and they
are the registered users of social networking websites, mere 2% of the people are not the part
of social networking websites but they know about such websites and about 5% of the people
don even know about the social networking websites.
61
Are you a registered member of social networking websites?
Statistics
Valid
200
N
Missing
Mean
1.02
Std. Error of Mean
.010
Median
1.00
Mode
Std. Deviation
.140
Variance
.020
Skewness
6.909
.172
Q6. Are you a registered member of social networking websites?

Frequency
Percent
Valid Percent
Cumulative
Percent
Yes
Valid
No
Total
196
98.0
98.0
98.0
2.0
2.0
100.0
200
100.0
100.0
62
Yes
No
196
Interpretation:- From the above graph we can say that more than 90% of the people are
registered users of the social networking websites this means that most of the people in the
survey are the part of social networking.
63
How long have you being using social networking websites?
Statistics
Valid
200
N
Missing
Mean
3.39
Std. Error of Mean
.053
Median
4.00
Mode
Std. Deviation
.755
Variance
.570
Skewness
-.913
.172
Q7. How long have you being using social networking websites?
Frequency
Percent
Valid Percent
Cumulative
Percent
less than a month
Valid
1.0
1.0
1.0
1 month-1 year
27
13.5
13.5
14.5
1-2 years
63
31.5
31.5
46.0
2 years or more
108
54.0
54.0
100.0
Total
200
100.0
100.0
64
120
100
80
60
Frequency
108
40
63
20
27
2
less than a month
1 month-1 year
1-2 years
2 years or more
Interpretation:- From the above graph we can say people who are registered users of the social
networking websites more than 50% of the people are using social networking websites more
than 2 years, more than 30% of the people are using social networking websites from 1-2 years,
near 13% of the people are using social networking websites from 1 month to 1 year.
65
How many hours a week do you spend on social networking

websites?
Statistics
Valid
200
N
Missing
Mean
1.72
Std. Error of Mean
.071
Median
1.00
Mode
Std. Deviation
1.003
Variance
1.007
Skewness
1.310
.172
Q9. How many hours a week do you spend on social networking websites?
Frequency
Percent
Valid Percent
Cumulative
Percent
0-5 hours
114
57.0
57.0
57.0
6-10 hours
48
24.0
24.0
81.0
11-20 hours
20
10.0
10.0
91.0
21-30 hours
16
8.0
8.0
99.0
1.0
1.0
100.0
200
100.0
100.0
Valid
30 hours & more
Total
66
120
100
80
60
114
40
48
20
20
16
2
0
0-5 hours
6-10 hours
11-20 hours
21-30 hours
30 hours & more
Interpretation:- From the above graph we can say that more than 55% of the people are
spending less than 5 hours on social networking websites, 24% of the people spend more than
6 & less than 10 hours of time on social networking websites, less than 20% of the people
spend more than 10 hours of time on social networking websites.
67
Do you notice any offer/advertisement for product/services on a

social networking websites?
Statistics
Valid
200
N
Missing
Mean
1.18
Std. Error of Mean
.027
Median
1.00
Mode
Std. Deviation
.385
Variance
.148
Skewness
1.678
.172
Q10. Do you notice any offer/advertisement for product/services on a

social networking websites?
Frequency
Percent
Valid Percent
Cumulative
Percent
Valid
Yes
164
82.0
82.0
82.0
No
36
18.0
18.0
100.0
200
100.0
100.0
Total
68
36
Yes
No
164
Interpretation :- From the above graph we can say that more than 80% of the people do notice
advertisements for product/service on a social networking websites.
69
Do you like to receive information on new products/offers services via

advertisements on social networking website?
Statistics
Valid
200
N
Missing
Mean
1.24
Std. Error of Mean
.030
Median
1.00
Mode
Std. Deviation
.425
Variance
.181
Skewness
1.259
.172
Q11. Do you like to receive information on new products/offers services

via advertisements on social networking website?
Frequency
Percent
Valid Percent
Cumulative
Percent
Valid
Yes
153
76.5
76.5
76.5
No
47
23.5
23.5
100.0
200
100.0
100.0
Total
70
47
Yes
No
153
Interpretation :- From the above graph we can say that about 75% people like to receive
information on offers of different products/ services via advertisements on social networking
websites and rest of the people do not like the same.
71
Which type of advertisements content you like to view on websites?
Statistics
Valid
200
N
Missing
Mean
2.46
Std. Error of Mean
.074
Median
2.00
Mode
Std. Deviation
1.051
Variance
1.104
Skewness
.041
.172
Q12. Which type of advertisements content you like to view on websites?

Frequency
Percent
Valid Percent
Cumulative
Percent
Valid
Fitness
45
22.5
22.5
22.5
Discount offers
58
29.0
29.0
51.5
Sports
57
28.5
28.5
80.0
Lifestyle products
40
20.0
20.0
100.0
200
100.0
100.0
Total
72
70
60
50
40
Frequency
30
58
57
45
20
40
10
0
Fitness
Discount offers
Sports
Lifestyle products
Interpretation:- From the above graph we can say that about 22% people like fitness related
advertisements, less than 30% of the people like advertisements related to discount offers, less
than 30% people like sports related advertisements, 20% people like advertisements on lifestyle
related products.
73
Do you block any advertisements on any social media/websites if the

content is not as per your interest/likings?
Statistics
Valid
200
N
Missing
Mean
1.53
Std. Error of Mean
.035
Median
2.00
Mode
Std. Deviation
.500
Variance
.250
Skewness
-.121
.172
Q13. Do you block any advertisements on any social media/websites if

the content is not as per your interest/likings?
Frequency
Percent
Valid Percent
Cumulative
Percent
Valid
Yes
94
47.0
47.0
47.0
No
106
53.0
53.0
100.0
Total
200
100.0
100.0
74
94
Valid Yes
Valid No
106
Interpretation :- From the above graph we can say that 47% of the people block the
advertisements and 53% of the people do not block the advertisements on the social media
websites if the contents is not as per their likings.
75
Would you like yourself to any websites and make payments for the
blocking of inappropriate advertisements?
Statistics
Valid
200
N
Missing
Mean
1.66
Std. Error of Mean
.034
Median
2.00
Mode
Std. Deviation
.475
Variance
.226
Skewness
-.681
.172
Q14. Would you like yourself to any websites and make payments for the
blocking of inappropriate advertisements?
Frequency
Percent
Valid Percent
Cumulative
Percent
Valid
Yes
68
34.0
34.0
34.0
No
132
66.0
66.0
100.0
Total
200
100.0
100.0
76
68
Valid Yes
Valid No
132
Interpretation :- From the above graph we can say that 34% of the people are not ready & 66%
are ready to pay the money to the websites if websites ask them to make payments for
blocking of inappropriate advertisements.
77
The advertisements on which type of websites do you find more

interesting and involving?
Statistics
Valid
200
N
Missing
Mean
2.09
Std. Error of Mean
.094
Median
2.00
Mode
Std. Deviation
1.325
Variance
1.757
Skewness
.994
.172
Q15. The advertisements on which type of websites do you find more interesting and
involving?
Frequency
Percent
Valid Percent
Cumulative
Percent
Social media
97
48.5
48.5
48.5
Personal websites
41
20.5
20.5
69.0
Blogs
28
14.0
14.0
83.0
Online directories
16
8.0
8.0
91.0
E-commerce websites
18
9.0
9.0
100.0
200
100.0
100.0
Valid
Total
78
120
100
80
60
Frequency
97
40
41
20
28
16
18
Online directories
E-commerce
websites
0
Social media
Personal websites
Blogs
Interpretation :- From the above graph we can say that less than 50% of the people find
advertisements of social media websites more interesting and involving, about 20% of the
people find advertisements of personal websites more interesting and involving and rest of the
people refers to blogs, online directories & E-commerce websites.
79
Have you purchased any service/products on the basis of information

you received through a social networking website?
Statistics
Valid
200
N
Missing
Mean
1.40
Median
1.00
Mode
Std. Deviation
.490
Variance
.240
Skewness
.433
.172
Q16. Have you purchased any service/products on the basis of

information you received through a social networking website?
Frequency
Percent
Valid Percent
Cumulative
Percent
Valid
Yes
121
60.5
60.5
60.5
No
79
39.5
39.5
100.0
200
100.0
100.0
Total
80
79
Yes
No
121
Interpretation:- From the above graph we can say that more than 60% of the people do
purchase and rest do not purchase any service or products on the basis of information you
received through a social networking websites
81
Reviews for the questions.
1 Advertisements are intrusion to privacy

Statistics
Valid
200
N
Missing
Mean
2.74
Std. Error of Mean
.074
Median
3.00
Mode
Std. Deviation
1.053
Variance
1.108
Skewness
.146
.172
Advertisements are intrusion to privacy

Frequency
Percent
Valid Percent
Cumulative
Percent
Strongly agree
24
12.0
12.0
12.0
Agree
62
31.0
31.0
43.0
Neutral
65
32.5
32.5
75.5
Disagree
40
20.0
20.0
95.5
4.5
4.5
100.0
200
100.0
100.0
Valid
Strongly disagree
Total
82
70
60
50
40
62
30
Frequency
65
20
40
24
10
9
0
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
Interpretation :- From the above graph we can say that more than 40% of the people have
agreeableness on advertisements as an intrusion to privacy, above 30% of the people have
neutral views on advertisements as an intrusion to privacy, above 20% of the people have
disagreeableness on advertisements as an intrusion to privacy.
83
2 Comfortable in receiving ads if they state benefits
Statistics
Valid
200
N
Missing
Mean
2.37
Std. Error of Mean
.055
Median
2.00
Mode
Std. Deviation
.771
Variance
.595
Skewness
.328
.172
Comfortable in receiving ads if they state benefits

Frequency
Percent
Valid Percent
Cumulative
Percent
Strongly agree
Valid
20
10.0
10.0
10.0
Agree
103
51.5
51.5
61.5
Neutral
61
30.5
30.5
92.0
Disagree
16
8.0
8.0
100.0
200
100.0
100.0
Total
84
120
100
80
60
Frequency
103
40
61
20
20
16
0
Strongly agree
Agree
Neutral
Disagree
agreeableness on receiving ads if they state benefits, above 30% of the people have neutral
views on receiving ads if they state benefits, 8% of the people have disagreeableness on
receiving ads if they state benefits.
85
3 Notice the ads if they state benefits
Statistics
Valid
200
N
Missing
Mean
2.36
Std. Error of Mean
.058
Median
2.00
Mode
Std. Deviation
.821
Variance
.674
Skewness
.017
.172
Notice the ads if they state benefits

Frequency
Percent
Valid Percent
Cumulative
Percent
Valid
Strongly agree
30
15.0
15.0
15.0
Agree
82
41.0
41.0
56.0
Neutral
74
37.0
37.0
93.0
Disagree
14
7.0
7.0
100.0
200
100.0
100.0
Total
86
90
80
70
60
50
Frequency
82
40
74
30
20
30
10
14
0
Strongly agree
Agree
Neutral
Disagree
agreeableness on noticing ads if they state benefits, above 35% of the people have neutral
views on noticing ads if they state benefits, 7% of the people have disagreeableness on noticing
ads if they state benefits.
87
4 Information received via advertisements keep up to date
Statistics
Valid
200
N
Missing
Mean
2.32
Std. Error of Mean
.053
Median
2.00
Mode
Std. Deviation
.749
Variance
.560
Skewness
-.020
.172
Information received via advertisements keep up to date

Frequency
Percent
Valid Percent
Cumulative
Percent
Valid
Strongly agree
26
13.0
13.0
13.0
Agree
92
46.0
46.0
59.0
Neutral
74
37.0
37.0
96.0
4.0
4.0
100.0
200
100.0
100.0
Disagree
Total
88
100
90
80
70
60
50
Frequency
92
40
74
30
20
26
10
8
0
Strongly agree
Agree
Neutral
Disagree
Interpretation :- From the above graph we can say that less than 60% of the people have
agreeableness on information received via advertisements keep up to date, above 35% of the
people have neutral views on information received via advertisements keep up to date, 4% of
the people have disagreeableness on information received via advertisements keep up to date.
89
5 Share information received from advertisements with family/friend
Statistics
Valid
200
N
Missing
Mean
2.13
Std. Error of Mean
.060
Median
2.00
Mode
Std. Deviation
.850
Variance
.723
Skewness
.848
.172
Share information received from advrtisements with family/friend

Frequency
Percent
Valid Percent
Cumulative
Percent
strongly agree
43
21.5
21.5
21.5
Agree
103
51.5
51.5
73.0
Neutral
44
22.0
22.0
95.0
Disagree
3.0
3.0
98.0
strongly disagree
2.0
2.0
100.0
200
100.0
100.0
Valid
Total
90
120
100
80
60
Frequency
103
40
20
44
43
Disagree
strongly disagree
0
strongly agree
Agree
Neutral
agreeableness on sharing information received from advertisements with family/friend, above
20% of the people have neutral views on sharing information received from advertisements
with family/friend, 5% of the people have disagreeableness on sharing information received
from advertisements with family/friend.
91
6 Ads help in choosing product/services
Statistics
Valid
200
N
Missing
Mean
2.13
Std. Error of Mean
.066
Median
2.00
Mode
Std. Deviation
.940
Variance
.884
Skewness
.590
.172
ads help in choosing product/services

Frequency
Percent
Valid Percent
Cumulative
Percent
strongly agree
56
28.0
28.0
28.0
Agree
82
41.0
41.0
69.0
Neutral
45
22.5
22.5
91.5
Disagree
15
7.5
7.5
99.0
1.0
1.0
100.0
200
100.0
100.0
Valid
strongly disagree
Total
92
90
80
70
60
50
Frequency
82
40
30
56
45
20
10
15
2
0
strongly agree
Agree
Neutral
Disagree
strongly disagree
agreeableness on ads help in choosing products/services, above 20% of the people have neutral
views on ads help in choosing products/services, about 7% of the people have disagreeableness
on ads help in choosing products/services.
93
As a mode of Communicating marketing updates, an advertisements

on social networking websites is
Statistics
Valid
200
N
Missing
Mean
2.52
Std. Error of Mean
.115
Median
2.00
Mode
Std. Deviation
1.629
Variance
2.653
Skewness
.602
.172
As a mode of communicating updates, an advertisements on social networking websites is

Frequency
Percent
Valid Percent
Cumulative
Percent
Valid
Informative
89
44.5
44.5
44.5
Redundant
18
9.0
9.0
53.5
Convenient
33
16.5
16.5
70.0
Intrusive
30
15.0
15.0
85.0
Short on details
20
10.0
10.0
95.0
10
5.0
5.0
100.0
200
100.0
100.0
Compact and relevant

details
Total
94
100
90
80
70
60
50
Frequency
89
40
30
20
33
10
30
20
18
10
0
Informative
Redundant
Convenient
Intrusive
Short on
details
Compact and
relevant details
Interpretation :- From the above graph we can say that more than 50% of the people find the
advertisements informative, 9% find advertisements redundant, more than 15% find
advertisements convenient, 15% people find advertisements intrusive, 10% find advertisements
short on details and 5% find advertisements compact and relevant details on social networking
websites.
95
CHAPTER 5
FINDINGS
96
Most of the people are aware about social networking websites this means that almost all
off the people know what social networking websites are and they can make friends and get
the better social status from these websites.
Most of the people are the registered member of social networking websites and they use
these websites to update their status and activities.
A large amount of people have been using social networking websites for more than a year
and in that most of the people are those who are using social networking websites for more
than 2 years.
Most of the people are those who are not very much active on social networking websites
or they are active in small slots but many times in a week.
Maximum numbers of people involved in the survey do notice any offer/advertisement for
product/ services on a social networking websites.
Most of the people are happy with receiving information on new offers on
products/services via advertisements on social networking websites.
Different people have different likings to view advertisements content on websites like
fitness, discount offers, sports, lifestyle products and the analysis shows almost the same %
for all the content.
There is same amount of figures in analysis for agreeableness and disagreeableness on
blocking any advertisements on any websites if the content is not appropriate or as per
likings.
People agree on blocking the advertisements but they dont like to make payments to any
of the websites for blocking the advertisements.
People find the advertisements of social media websites more interesting and involving.
People find the advertisements more informative and most of the people do purchase the
products on the basis of these advertisements.
Most of the people are on the agree side and on the neutral side for the advertisements as
an intrusion on privacy this shows the mixed reviews and unconfirmed reviews of the
samples.
97
Most of the samples are greedy and selfish as they would like to receive the ads and would
notice only those ads which provide any benefits to them.
The information received via advertisements keep people up to date for different offers and
new products in the market.
People do share these ads with their friends and family and they find the advertisements
informative.
98
CHAPTER 6
SUGGESTIONS
99
Social networking websites do have a potential in the market as many people are unaware
about the websites and many people are such who are aware about these websites but
they are not the registered users of these websites. So social media can create a good
image among them and can get these users registered on their websites.
Social media should change their image and get some new content on their websites or get
some new updates on their websites this is why people can get attracted for registering on
these websites and can get new potential users on these websites.
This will also allow or force the people to spend more time on the social networking
websites and this will get more logins on the websites.
Offers and advertisements on the websites should be more attractive or should have some
new methods of displaying advertisements this will get more people who would notice the
advertisements and the advertisers would get good return on their investment (ROI).
The content of advertisements should have an option of entering interest level so that the
registered people would be shown only those advertisements which are included in their
likings and any other advertisements would not be shown.
This would lesser down the blocking of advertisements on different websites and this would
make the advertisements more famous and get the potential returns from these
advertisements. As most of the people disagree to pay money for blocking advertisements
so these option would attract more business to advertise in social media.
The above options would also lead to change the mindset of the people as most of the
people consider advertisements as an intrusion to privacy.
People contradict with their statements as if they are provided the advertisements of their
benefits and their interest level than they agree to get the advertisements on their social
media.
100
CHAPTER 7
CONCLUSIONS
101
Most of the respondents in the survey are aware about the social media and are registered
to social media activities to connect with different people and socialize in technological
way. Many people have gone virtual these days and social media is a very huge platform to
connect with people.
Due to this social connect social media websites has a very huge opportunity to make a
business by displaying advertisements on these websites and make the revenue for the
company.
This is a very huge platform and changes in the advertisement patterns and providing
options to the users to choose their own advertisements they want to view would get them
more interested as they find the advertisements informative and other benefit is that
people can watch it as many times they want this would lead to interest generation of the
users to consume that product.
People want everything for free in this world even if these advertisements are intrusive for
them they are not ready to pay the money for blocking those advertisements so websites
should find some new way to earn money instead of this.
People find social media advertisements more interesting and involving.
People are ready to receive the ads as per their interest level and as per their benefits but
they are comfortable in having such advertisements on their social network.
102
CHAPTER 8
ANNEXURE
103
Questionnaire:Q.1 Age
16-25 years
26-35 years
36 and more
Q.2 Qualification
Undergraduate
Graduate
Post graduate
Q.3 Employment detail
Privet employee
Government employee
Businessman
Student
Housewife
Professional
Q.4 Are you aware about any social networking websites where you can
make a friends and socialize?
Yes
No
Dont know
104
Q.5 which of the following websites are you aware of (can tick one or more)
Face book
LinkedIn
Twitter
Google +
Tumblr
Other
_____________________
Q.6 Are you a registered member of social networking websites?

Yes
No
Q.7 Which of the following websites you a registered member are of (can tick
one or more?
Facebook
Linkedin
Twitter
Google +
Tumblr
Other
Q.8 How long have you being using social networking websites?
Less than 1 month
1 Month to a year
1-2 years
2 years or more
105
Q.9 How many hours a week do you spend on social networking websites?
0-5 hours
6-10 hours
11-20 hours
21-30 hours
30 hours and more
Q.10 Do you notice any offer/advertisement for products/services on a social

networking site?
Yes
No
Q.11 Do you like to receive information on new products/offers services via

advertisements on social networking site?
Yes
No
Q-12 which type of advertisements content you like to view on websites?

Fitness
Discount offers
Sports
Lifestyle products
106
Q-13 Do you block any advertisements on any social media/ websites if the
content is not as per your interest/ likings?
Yes
No
Q-14 would you register yourself to any websites and make payments for the
blockings of inappropriate advertisements?
Yes
No
Q-15 The advertisements on which type of websites do you find more

interesting and involving?
Social media
Personal websites
Blogs
Online directories
E-commerce websites
107
Q.16 Have you ever purchased any service/products on the basis of

information you received through a social networking website?
Yes
No
Q-17 Give your reviews for questions below.
Strongly Agree Neutral

agree
Advertisements
are
Disagree
Strongly
disagree
an
intrusion to privacy
Comfortable in receiving
ads related to the interest
Notice the ads if they state
benefits
Information received via
advertisements keep up to
date
Share information received
from advertisements with
family/friend
Ads
helps
in
choosing
products/services
108
Q.18 As a mode of communicating marketing updates, an advertisements on

social networking websites is
Informative
Redundant
Convenient
Intrusive
Short on details
Compact and relevant detail
109
CHAPTER 9
BIBLIOGRAPHY
110
en.wikipedia.org/wiki/Social_media_marketing
en.wikipedia.org/wiki/Social_media_marketing#Social_networking_websites
en.wikipedia.org/wiki/Social_media_marketing#Marketing_techniques
en.wikipedia.org/wiki/Social_media_marketing#Tools
en.wikipedia.org/wiki/Facebook
https://www.google.co.in/?gfe_rd=cr&ei=Wn07VdaFD-iW8QeKqoCABg&gws_rd=ssl#q=tumblr
https://www.google.co.in/?gfe_rd=cr&ei=Wn07VdaFD-iW8QeKqoCABg&gws_rd=ssl#q=twitter
http://en.wikipedia.org/wiki/YouTube
http://en.wikipedia.org/wiki/YouTube#Features
https://twitter.com/youtube
https://twitter.com/facebook
https://instagram.com/youtube/
https://www.linkedin.com/company/youtube
https://www.google.co.in/
https://search.yahoo.com/yhs/search?p=yahoo&ei=UTF-8&hspart=mozilla&hsimp=yhs-002
https://search.yahoo.com/yhs/search;_ylt=AwrT6V3MgTtVZPkA8N8nnIlQ;_ylc=X1MDMTM1MTE5NTY4
NwRfc&hspart=mozilla&hsimp=yhs-002
https://search.yahoo.com/yhs/search;_ylt=AwrTcdSPgjtVJ4gAPLonnIlQ;_ylc=X1MDMTM1MTE5NTY4Nw
RfcgMyBGZyA3locy1tb3p&hspart=mozilla&hsimp=yhs-002
https://search.yahoo.com/yhs/search;_ylt=A86.J3TNgjtVFXIAgSonnIlQ;_ylc=X1MDMTM1MTE5NTY4NwR
fcgMyBGZyA3locy1tb3ppbGxhl
111

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Comprehensive Report

In partial Fulfillment of the Requirement of the award of the degree of Master of

(Kandarp Prajapati - 138070592121)

(Jigar Thakur - 138070592160)

Signature of the faculty guide

Signature of the Director

Comprehensive ReportOnAN ANALYTICAL STUDY ON THE USE OF SOCIAL MEDIA FOR

fundamental concept of management clear. They also facilitate the learning of

(like geotargeting, behavioral

Chapter 1 : INTRODUCTION OF SOCIAL MEDIA

Chapter 2 :LITERATURE REVIEW

Chapter 3: RESEARCH METHODOLOGY

Chapter 4: DATA ANALYSIS

(like geotargeting, behavioral

Email marketing is directly marketing a commercial message to a group of people

Door Hangers and Flyers

Canvassing the neighborhood, placing flyers in mailboxes or hanging ads on doorknobs,

A non-traditional form of advertising, word-of-mouth advertising involves hiring people

These publishers began by a) bluntly refusing to embrace programmatic advertising by

TYPES OF SOCIAL MEDIA

LinkedIn, a professional business-related networking site, allows companies to create

Social Bookmarking Sites

in a business-consumer relationship, businesses have to be aware of four key assets that

available on Hootsuite to get more of an insight into your businesses participation on

Some of Sysomos products include: Heartbeat, a social media monitoring and

Data collection Method

(A) Dichotomous question

(A) Dichotomous questions

(B) Multiple-choice question:

Sample area: Ahmedabad City

Sample Size: 200

Sampling method: Random Convenience Sampling Method.

To know the impact of social media advertisement.

To know awareness of social media among the people.

(A) Primary Data

(B) Secondary data

Advertisers can reach users who are interested in their products

Allows for detailed analysis and reporting (including Business Intelligence)

The information gathered is real, not from statistical projections

Does not access IP-Addresses of the users

Std. Error of Mean

Std. Error of Skewness

Std. Error of Mean

Std. Error of Skewness

Std. Error of Mean

Std. Error of Skewness

Q3. Employment detail

Std. Error of Mean

Std. Error of Skewness

Are you a registered member of social networking websites?

Std. Error of Mean

Std. Error of Skewness

Q6. Are you a registered member of social networking websites?

How long have you being using social networking websites?

Std. Error of Mean

Std. Error of Skewness

less than a month

How many hours a week do you spend on social networking

Std. Error of Mean

Std. Error of Skewness

30 hours & more

Do you notice any offer/advertisement for product/services on a

Std. Error of Mean