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Definitions of Social Media

Today, social media is a term that everybody knows. Indeed, even the most secluded
zones of the world have in any event known about Facebook and Twitter, and are likely
utilizing them all the time. According to Cheryl Burgess1, ‘social media consists of
various user-driven channels which represent a stark difference from the advertiser-
driven push model.’ Lisa Buyer2 defines social marketing as ‘today’s most transparent,
engaging and interactive form of public relations which combines the true grit of real
time content with the beauty of authentic peer-to-peer communication.’ However,
according to Michelle Chmielewski3, ‘social media is about what people do and say
together, worldwide, to communicate in all directions at any time, by any possible
digitalmeans.’
Marjorie Clayman4 described social media as ‘a marketing tool and the beginning
of the marketing revolution which allows company to know customers and prospects in
ways that were previously not possible.’ However, as per Heidi Cohen, ‘social media are
the platforms which enable the interactive web by engaging users to participate in,
comment on and create content as means of communicating with their social graph, other
users and the public.’
Heidi Cohen5defined social media as ‘extends engagement by creating real-time
online events, extending online interactions offline, or augmenting live events online.’
Furthermore, according to Sam Decker6, ‘social media is digital content and interaction
that is created by and between people.’ According to Chris Garrett7, ‘social media is the
tools, services, and communication facilitating connection between peers with common

1
Burgess, C. (n.d.). Blue Focus Marketing. Retrieved November 21, 2015, from
http://bluefocusmarketing.com/
2
Buyer, L. (n.d.). Lisa Buyer – Author of Social PR Secrets. Retrieved November 21, 2015, from
http://thebuyergroup.com/lisa-buyer/
3
Chmielewski, M. (n.d.). Social Media Monitoring Analysis Tools | Synthesio. Retrieved November 21,
2015, from http://www.synthesio.com/
4
Clayman, M. (n.d.). Marketing Wisdom for the 21st Century. Retrieved November 21, 2015, from
https://claymanadvertising.wordpress.com/
5
Cohen, H. (n.d.). Riverside Marketing Strategies: Heidi Cohen. Retrieved November 21, 2015, from
http://www.riversidemarketingstrategies.com/Heidi_Cohen.shtml
6
Decker, S. (n.d.). Social Media Experience Management Software Platform | Spredfast. Retrieved
November 21, 2015, from https://www.spredfast.com/
7
Garrett, C. (n.d.). Chris Garrett on New Media. Retrieved November 21, 2015, from
http://www.chrisg.com/
interests.’ Social media as defined by Webster8 is ‘forms of electronic communication (as
Web sites for social networking and microblogging) through which users creates online
communities to share information, ideas, personal messages, and other content (as
videos).’ As discussed by Rob Petersen9, ‘social media is the media channel that relies on
listening and conversation, as opposed to a monologue, to get individual’s point across,
make a connection and builds a relationship.’

Examples of Social Media10


1. Facebook is a popular free social networking website that that permits enrolled
clients to make profiles, transfer photographs and video, send messages and stay
in contact with companions, family and associates.
2. Twitter is a free micro-blogging service that permits enlisted individuals to
communicate short posts called tweets. Twitter individuals can communicate
tweets and take after other clients' tweets by utilizing numerous stages and
gadgets.
3. Google+ is Google's social networking project, intended to recreate the way
Indians are exceptionally dynamic on different social systems administration
locales and 88% of Indian clients offer substance on their social profiles and
investing increasingly energy in different social systems administration
destinations. As of the 6. Management Education – Introduction
India has the third biggest advanced education framework on the planet took after by
China and the United States. The Indian instruction framework perceives the capacity of
training in imparting the estimations of secularism, libertarianism, regard for vote based
conventions and common freedoms and journey for equity. Destinations of Indian
instruction framework are to make natives outfitted with important information, abilities
and qualities to construct a comprehensive, just and dynamic culture.

8
Social Media. (n.d.). Retrieved November 21, 2015, from http://www.merriam-
webster.com/dictionary/social media
9
Raisers, B. (n.d.). Rob petersen Archives | BarnRaisers. Retrieved November 21, 2015, from
http://barnraisersllc.com/tag/rob-petersen/
10
What is social media? - Definition from WhatIs.com. (n.d.). Retrieved November 21, 2015, from
http://whatis.techtarget.com/definition/social-media
At present there are 504 colleges and college level foundations out of which 243
are state colleges, 53 are state private colleges, 40 are focal colleges, 130 are
organizations esteemed to be colleges, 33 are organizations of national significance built
up under Acts of Parliament and 5 foundations are set up under different State
enactments.
In India, there are 25,951 colleges including around 2565 ladies' schools. Toward
the start of scholarly year 2009-10, the aggregate number of understudies selected in the
colleges and schools has been accounted for at 136.42 lacs out of which 16.69 lacs were
in college divisions and 119.73 lacs were in associated universities. The enrolment of
lady understudies was 65.49 lacs.
The quantity of doctoral degrees recompensed in 2009-10 was 15,427. The
customary workforce quality in colleges was 0.90 lacs and 4.98 lacs in schools, totaling
to 5.89 lacs toward the start of 2009-10 scholarly year. There are 66 Academic Staff
Colleges occupied with workforce preparing.
As for technical education, admission is 14, 09,742 understudies at degree level in
7,272 foundations and 5, 08,157 understudies at confirmation level in 2324
establishments. Enrolment in Open and Distance learning is around 3 million. The
National Assessment and Accreditation Council assessed 4094 colleges.

Overview of Management Education in India


There are almost 1,800 business colleges in the nation creating 1 lac administration
proficient every year. There are presently six types of management education
organizations:
1. Indian Institutes of Management (IIMs) set up by the Government of India.
2. University departments of management studies.
3. Colleges (government or private) affiliated to universities.
4. Private or government institutes approved by the All India Council for Technical
Education (AICTE).
5. Private colleges or institutes not affiliated to any universities nor approved by
AICTE.
6. Private colleges or institutes offering MBA courses in India in collaboration with
foreign Universities, where degree/diploma/certificate is awarded by the foreign
university.
Development in the quantity of business colleges has expanded throughout the
most recent two decades. This quickening, constrained by the expansion in the rate of
development of the Indian economy, talks additionally for the entrepreneurial activity of
promoters to seize business open
ts, Languages and Management Studies.
SavitribaiPhule Pune University (formerly known as University of Poona) was
established on 10th February, 1949 under the Poona University Act. The university
houses 46 academic departments and is widely known as the 'Oxford of the
East.’University has about 307 recognized research institutes and 612 affiliated colleges
offering graduate and under-graduate courses.University has a jurisdiction extending over
three districts of Western Maharashtra, namely Pune, Ahmednagar and Nasik.11 There are
total 202 post graduate management institutes affiliated to University. Following table
highlights the total number of post graduate management institutions under the
University jurisdiction:
Table 1.8: Post Graduate Management Institutions under the University Jurisdiction
Management
Sr. No. Jurisdiction
Institutes
1 Pune 161
2 Ahmednagar 17
3 Nashik 23
4 Dadra Nagar Haveli 01
Total 202

Apart from affiliating management institutions, there are many non-affiliating


institutions like Symbiosis Institute, FLAME, Balaji Institute, Bharati Institute,
NICMAR, NIA, etc. which are adding values to management education in Pune city.

11
SavitribaiPhule Pune University, One of the Premier Universities in India - Official Website. (n.d.).
Retrieved November 26, 2015, from http://unipune.ac.in/default.htm
7. Defining the Subject
The existing study focuses on emerging potential of social media for marketing of
management institutes in Pune City. The power of social media is phenomenal. Today,
from corporate point of view, there are a plethora of options available to communicate
online to inform and influence prospects. However, designing communication for social
media is different ballgame with an increasing awareness and impatient audience, rising
competition and cost. Social media is the ultimate direct advertising medium. In recent
years it has become so powerful that its existence simply cannot be ignored. An
organization including educational institutes, may be advertising through all traditional
media, but if does not have social media presence to get in touch with stakeholders, its
image receives a setback. Consequently, marketing through social media is not an option.
Social media further brings together various media through its capacity for
multimedia content that includes not only text and graphics, but also audio, video and
various interactive features. Social media marketing allows for high impact advertising.
Today, people are more defined a propos the use of information. Thus, while designing
communication for social media, it is imperative for management institutions to
remember that social media is not just a promotional medium but also a transactional
medium and a distribution channel. At present, management institute’s social media is
one of the most basic and potent tool of marketing communication. Social media acts as a
public relation tool that can influence public opinion through information, articles,
photographs, media clippings, reports, etc. and addresses various audience
simultaneously including existing students and future students.
Social media acts as a sales promotion tool by communicating about institution.
As the scope of social media is widening, while exhibiting strong potential, management
institutions from Pune City is attempting to capture their share by various strategic
moves. The researcher has therefore selected to focus his study on the city of PuneCity.
This city has witnessed a sea-change in its demography from a specific ‘cool and silent’
city; it is now turning as the vibrant city on account of its cosmopolitan mix. Therefore,
this study is expected to unfold specific aspects of the social media which management
institutions use while marketing.
8. Purpose of Selecting the Topic under Study
Quick development has seen with the Management Institutes offering the projects both at
graduate and undergrad levels after progression in 1990 by Indian Government. Indian
administration training is very nearly an impersonation of US Business instruction
overwhelmingly in the territory of showing philosophy, educational program, industry
interface and scholastic exploration models. It is watched that Indian administration
establishments are battling hard to present a few adjustments as a result of contrasts in the
work society framework. Attributable to globalization part of changes are seen in the
working of enterprises over the world. Businesses require the labor with multi-aptitudes
instead of essentially information situated. Top Management foundations are consistently
changing the substance and conveyance modes in the same setting and dealing with the
pattern.
Education had been of late transformed into to a greater extent a business than an
endeavor to instruct the general population of the nation. There are private colleges
reached out the nation over and the greater parts of them are giving administration
degrees. With the estimation of an administration instruction, it was a definitive end of a
movement from the universe of training to an expert life.
One having great scores in management education was certain to get put in a
decent organization with a decent pay back. Such was the productivity and the
significance of the management degrees. Be that as it may, as of late the quantity of
schools giving management degrees had cut down the significance of the course. This is
shaping a powerless base for the understudies to succeed in this move. On the scholastic
floor, the management education was once incomparable. With the developing
prevalence of the course which really denoted its defeat, numerous more foundations will
shut down. Many institutions are not getting students and hence institutions are adoption
various marketing tools to attract them.
Undoubtedly, using social media for marketing is enabling management
institutions looking to further their reach to more customers. Thus, researcher is
interested in knowing emerging potential of social media for marketing of management
institutes in Pune City.
9. Summary
The term social media alludes to electronic and versatile applications that permit people
and associations to make, draw in, and share new client created or existing substance, in
computerized situations through multi-way correspondence. By and large, the utilization
of social media is keeping on becoming quickly among all demographics, with especially
substantial use among people of shading and millennial clients. Utilization of social
media has reached out past conventional social systems administration destinations; in
any case such locales still include the larger part of online action. Clients are drawing on
the different choices to connect with each other and with brands, business, and
organizations alike.

In spite of the across the board utilization of social media, little is thought about
the advantages of its utilization in postsecondary settings and for particular purposes like
promoting, learning and/or understudy engagement. Social media is regularly bolstered as
a perfect apparatus for encouraging engagement among different partners. Institutional
partners at all levels of management education stand to profit by the expansive scale
utilization of social media to help and help with accomplishing institutional advertising
goals.
CHAPTER II – REVIEW OF LITERATURE
1. Introduction
2. Literature Review
3. Summary
1. Introduction
Marketers are always in search of media that improve their targeted marketing efforts.
The latest option, being actively explored and experimented with, is social media.
Biggies in social media are partnering advertisers, as this opens up another revenue
stream for them. It is common knowledge that employees have their personal network of
contacts and are members of social networking sites. Some companies have realized that
it would be better if they themselves provide a platform for their employees to network
among themselves.
Marketers closely track the lifestyles of their actual and potential customers. One
important reason is that they would like to match the advertising media they use with the
habits of their target audience. With social media garnering eyeballs in millions in a very
quick time, marketers are very excited. The initial perception of social media among
marketers was that of using it as an advertising medium. As it attracts millions of people,
social media is too attractive to miss out as an opportunity to reach the customers.
One distinguished characteristics of social media is that the content is also
generated by people themselves. People are simultaneously generators and consumers of
social media content. Some agencies are incorporating consumer generated content into
their campaigns, and entering into partnership with social media specialist, to reassure
skeptical marketers.
Undoubtedly, social media introduces a unique aspect to company’s marketing
strategy. However, to get the detailed insight on the topic, the researcher surveyed and
examined several literatures on social media as a marketing tool. The researcher has
additionally familiar with the speculations in the field, reports, and records as likewise all
other applicable writing. Researcher has dedicated adequate time in exploring of
exploration as of now embraced on related issues. This literature has also helped
researcher to know the certain gaps in the theories and application of existing theories
and its inconsistencies in few cases.
2. Literature Review
A) Research Papers and Articles
i. Social Media as a Marketing Tool for Education Industry:
The improvement in data innovations have rolled out higher learning foundations to
improvement the way they speak with their partners. Facebook, tweeter and YouTube
have been utilized to speak with present and forthcoming understudies by higher learning
establishments. Ester Ernest and Bernad Ronald12 conducted a study to investigate the
engagement of the Facebook pages of public universities in Tanzania. The study
uncovers that social media destinations offer colleges an awesome chance to listen to the
needs and needs of their publics, and in addition demonstrate their publics that they are
tuning in, consequently expanding trust.
Study published by Mianda Galan, Meredith Lawley and Michael
Clements13explores the reasons how and why potential postgraduate business
understudies hoping to concentrate universally utilize social media in their educational
basic leadership process. The discoveries of the study show that notwithstanding
Facebook and YouTube, understudies are utilizing web journals as a part of their study
seek. The concentrate additionally highlights the two most regular explanations behind
social media utilization as getting some answers concerning understudy life and perusing
surveys from previous understudies.
Adebayo AfolabiOlajide and Adekunle Victor Alao14examined the use of social
media by universities in Nigeria where social media is used across a variety of
organizations including Higher Education Institutions. The study revealed the present
status of the Nigerian universities presence on the Social Media space, showing that it is
relatively low when compared with their counterparts in other parts of the world. The
study suggests increasing the Social Media presence of Nigerian Universities.

12
Ernest, Ester, and Bernad Ronald. (2015). "Investigating Public Universities Facebook Pages: Extent of
Users Engagement." International Journal of Academic Library and Information Science 3.2: 31-36.
13
Galan, M., Lawley, M., & Clements, M. (2015). Social media's use in postgraduate students' decision-
making journey: an exploratory study. Journal of Marketing for Higher Education, 25(2), 287-312.
14
Olajide, A., &Alao, A. (2015). SOCIAL MEDIA SPACE PRESENCE: A REVIEW OF NIGERIAN UNIVERSITIES ON
SOCIAL MEDIA SPACE. The African Symposium, 98-106.
Article titled ‘How Do Universities Use Social Media? An Empirical Survey of
Italian Academic Institutions’ by Fiorenza Oppici, Simone Basso and Juan Carlos De
Martin15 describes how Italian colleges use social media, with an emphasis on Facebook
and Twitter. The consequences of the study demonstrate that most Italian colleges have
dynamic social system accounts where Facebook is the stage of decision to answer the
understudies' inquiries, while Twitter serves for the most part as an online news channel.
The paper published by Charles H. Bélangera, Suchita Bali and Bernard
Longden16 investigates social media advertising techniques connected by Canadian
colleges as an instrument for institutional marking, enrollment and engagement of home
and universal understudies. Subjective information were gathered by writers from two
noteworthy social systems administration sites, Facebook and Twitter, over the time of
six months to give a comprehensive picture. The consequences of the study uncover that
the Twitter stage is for the most part significantly more famous to convey discussions, yet
that Facebook remains the favored site for college started postings.
According to study conducted by Tantiponganant and Laksitamas17, colleges have
begun joining social media instruments, for example, Facebook and Line into their
showcasing blend to interface with forthcoming understudies. The outcome demonstrated
that innovation acknowledgment model and auxiliary condition displaying were
proficient hypothetical apparatuses to comprehend understudies' acknowledgment of
social media.
The familiarity with advanced education establishments in social media as a piece
of showcasing toolbox is expanding, however little is thought about the capability of
these diverts in advanced education advertising procedures. The article titled ‘Higher
Education Marketing: A Study on the Impact of Social Media on Study Selection and

15
Oppici, F., Basso, S., & Carlos De Martin, J. (2014). How Do Universities Use Social Media? An Empirical
Survey of Italian Academic Institutions. Conference for Democracy and Open Government,1(1), 179-190.
16
Bélanger, C. H., Bali, S., &Longden, B. (2014). How Canadian universities use social media to brand
themselves. Tertiary Education and Management, 20(1), 14-29.
17
Tantiponganant, P., &Laksitamas, P. (2014). An Analysis of the Technology Acceptance Model in
Understanding Students' Behavioral Intention to Use University's Social Media. In Advanced Applied
Informatics (IIAIAAI), 2014 IIAI 3rd International Conference on (pp. 8-12). IEEE.
University Choice’ by Constantinides and Stagno18 presents the consequence of a study
recognizing the part and significance of social media on the decision of future
understudies for a study and college examination with the conventional college
showcasing channels. The study found and portrayed three business sector fragments
among future understudies taking into account their utilization of social media.
Colleges are presently experiential utilizing social media correspondences
channels for an assortment of purposes, including showcasing, understudy enrollment,
and understudy backing and graduated class correspondence. The paper presented by
Stuart Palmer19 researched into the utilization of the Twitter social media stage by
colleges in Australia, utilizing freely available Twitter information over a 2-year time
span. Creator built up a social media system representation technique to make
unmistakable the correspondences between a college and its partners in the Twitter
environment. This investigation of the study gives bits of knowledge into the varying
courses in which Australian colleges are dynamic on Twitter, and how colleges may all
the more adequately utilize the stage to finish their individual goals for institutional social
media correspondences.
According to Joanne M Kuzma and Warren Wright20, higher education
foundations everywhere throughout the world are distinguishing the capability of
utilizing social systems administration as an effort strategy for their showcasing effort
which can go about as an impetus for vital change inside the education segment. The
aftereffects of the study demonstrated that higher education organizations in select
geographic ranges do utilize social systems administration, yet results are conflicting
among the globe. The creative usefulness gave by social systems administration has
tested higher education organization authorities who might be unpracticed at using the
maximum capacity of these destinations to better serve the school and its partners. In any
case, study found that higher education establishments coordinate the utilization of social

18
Constantinides, E., &Stagno, M. C. Z. (2013). Higher Education Marketing: A Study on the Impact of
Social Media on. Marketing Strategies for Higher Education Institutions: Technological Considerations and
Practices: Technological Considerations and Practices, 128.
19
Palmer, S. (2013). Characterisation of the use of Twitter by Australian Universities. Journal of Higher
Education Policy and Management, 35(4), 333-344.
20
Kuzma, J. M., & Wright, W. (2013). Using social networks as a catalyst for change in global higher
education marketing and recruiting. International Journal of Continuing Engineering Education and Life
Long Learning, 23(1), 53-66.
media into their advertising programs with a specific end goal to better contact their
target groups and accommodate a more effective education experience for understudies.
Stuart Palmer21 stated in his article titled ‘How Twitter is being used by
Australian engineering academic units’ that for associations, social media give new
parkways to correspondence and joint effort with their partners. The potential estimation
of social media devices to help with the fruitful correspondence inside and outside of
building associations has been recognized in the writing secured under study. The study
found that while social media might be generally utilized by people and numerous
associations, their utilization in higher education is still moderately new and assessment
of the effect of social media exercises is not direct.
Paper published by Anthony Thorpe and Lynn L.K. Lim22 looks at how the
advancement of techno-showcasing effort helps the engagement of college understudies
in intentional exercises on grounds which embrace dynamic citizenship and group union.
The study highlighted that the expanding impact of innovation upon the types of social
cooperation offers open doors for the utilization of computerized innovation and intuitive
advertising to support understudy engagement.
Paper labeled ‘Understanding social media advertising in higher ed: a case study
from a small graduate program’ by Laura A. Palmer23describes use of social media
marketing in small academic program. The study depended on Facebook publicizing
effort and a Facebook page to pull in imminent understudies. The study uncovered that
the configuration and sending of Facebook as a major aspect of a vital departmental
correspondence and advertising arrangement requires supplementary study. While
commercials through Facebook conveyed clients to the page, the discussions and
engagement normally expected in a social system site did not emerge. At last, the study
presumed that the web publicizing and advancement brought about no new understudy
applications to the graduate project.

21
Clayton, D. D. (2013). Factors and Influences Contributing to the College Selection Decision of High
Achieving High School Seniors.
22
Thorpe, A., & Lim, L. L. (2013). ‘Technohesion’: engaging students of higher education through digital
technology and interactive marketing–a research agenda and theoretical framework. European Journal of
Higher Education, 3(4), 357-370.
23
Palmer, L. A. (2012, October). Understanding social media advertising in higher ed: a case study from a
small graduate program. In Proceedings of the 30th ACM international conference on Design of
communication (pp. 115-120). ACM
Paper published by EfthymiosConstantinidesa and Marc C. ZinckStagno24 titled
‘Potential of the social media as instruments of higher education marketing: a
segmentation study’ distinguishes market fragments among future understudies taking
into account the utilization of the social media and looks at the effect of the social media
on the decision of a higher education system and organization. The study depended on
information gathered by method for a national study among future college understudies in
the Netherlands. Market division was done in view of the utilization of social media, by
method for a group investigation and a component examination. The discoveries of the
study showed that the presence of three unmistakable portions in the number of
inhabitants in future understudies in the Netherlands on the premise of social media use.
Another real finding of the study was that future understudies were for the most part
intrigued by social connection and data looking for when utilizing social media, while the
substance contributed by this gathering ought to constrain to photograph and video
sharing. Contrasted with customary correspondence channels social media still assume an
auxiliary part in the understudies' decision.
The concept of social networking, the focus of the article published by Thomas J.
Hayes, Doug Ruschmana and Mary M.25, focuses on the advancement of online groups in
higher education, and specifically, as a major aspect of the affirmation procedure. A
fruitful contextual investigation of a college was exhibited by creators on how one
college has utilized this instrument to vie for students. An exchange including
recommendations on the most proficient method to upgrade the achievement of this
apparatus in your enrollment procedure is likewise given by creators.
Julie M. Birkholz, Marco Seeber and Kim Holmberg26 directed the study with a
plan to add to the comprehension of the impact of particular social media use by
exploring higher education establishments' nearness on Twitter. The study found that
higher education establishments social media visibility on Twitter is somewhat clarified
by social media use and that authoritative qualities likewise assume a part in gathering

24
Constantinides, E., &ZinckStagno, M. C. (2011). Potential of the social media as instruments of higher
education marketing: a segmentation study. Journal of Marketing for Higher Education, 21(1), 7-24.
25
Hayes, T. J., Ruschman, D., & Walker, M. M. (2009). Social networking as an admission tool: A case study
in success. Journal of Marketing for Higher Education, 19(2), 109-124.
26
Birkholz, J. M., Seeber, M., & Holmberg, K. Drivers of Higher Education Institutions’ Visibility: A Study of
UK HEIs Social Media Use vs. Organizational Characteristics.
these supporters. The concentrate additionally expresses that, there is leverage in
collecting devotees for those first adopters of Twitter.
ii. Social Media as a Marketing Tool:
Xin Yang and Dan Wang27 explored Destination Marketing Organizations’ social media
advertising systems and results by examining their appropriation of social media channels
and their exercises on the channels. The study found that the fame of social media like
social systems administration locales and miniaturized scale online journals sites presents
both open doors and difficulties for goal promoting associations. Further, ponder closed
as need to create social media promoting procedures to enhance showcasing viability and
meet the desires of partners.
The article published by Johannes Knoll28 presents an up-to-date appraisal of
scholarly and observational examination on promoting in social media. Two worldwide
databases from business and correspondence studies were looked, distinguishing 51
applicable studies. Writers recognized seven rising subjects in this article as utilization of
promoting in social media, states of mind about and introduction to publicizing, focusing
on, and client produced content in publicizing, electronic verbal exchange in promoting,
purchaser created promoting and encourage promoting impacts.
Jane Suiter29 studied Social Media as a political campaign tool. The study found
that social media can be utilized as a device to look at political crusades. The study found
that hopefuls use social media including Twitter and Facebook to market, to activate and
to connect with their supporters and the overall population. Further concentrate likewise
found that competitors differ significantly in their utilization of social media however all
place a more noteworthy accentuation on promoting and preparing over locks in.
In the study titled ‘Effect of Social Media Marketing on Traditional Marketing
Campaigns in Young Icelandic Companies’, seven different young Icelandic companies
were interviewed by Anna Guðbjörg Cowden30 through Individual Depth Interviews to
analyze the part of social media inside the organization, and what impact, assuming any,
it has on the organization's utilization of conventional advertising. Through a top to

27
Yang, X., & Wang, D. (2015). The Exploration of Social Media Marketing Strategies of Destination
Marketing Organizations in China. Journal of China Tourism Research, (ahead-of-print), 1-20.
28
Knoll, J. (2015). Advertising in social media: a review of empirical evidence. International Journal of
Advertising, (ahead-of-print), 1-35.
29
Suiter, J. (2015). Political Campaigns and Social Media: A Study of# mhe13 in Ireland. Irish Political
Studies, 30(2), 299-309.
30
Cowden, A. G. (2014). Effect of Social Media Marketing on Traditional Marketing Campaigns in Young
Icelandic Companies.
bottom examination of the outcomes, plainly social media showcasing is utilized chiefly
for maintenance, with customary advertising utilized for securing. Social media
promoting additionally seemed to significantly affect the organization's customary
showcasing effort, as they for the most part picked to use free conventional Public
Relation procedures to campaign for meetings and swear off other conventional
advertising strategies.
Customary informal includes individual interchanges against today's social media
destinations like Facebook offer the likelihood of electronic verbal, a mediated type of
verbal. The study conducted by Kendall Goodrich and Marieke de Mooij31 addresses
research gap and used cultural dimensions to compare the use of social media and other
information sources for consumer decision-making. The consequence of the study
demonstrated that the relationship-arranged collectivists depend to a more noteworthy
degree than individualists on social media, which are an option for interpersonal verbal
correspondence.
According to Sinan Aral, ChrysanthosDellarocas and David Godes32 social media
are fundamentally changing the way individuals communicate, collaborate, consume, and
create. The article published by authors examined the relationship between social media
and business change. Additionally, article likewise recognizes ranges where further
research is required.
The primary aim of the article titled ‘Social media and international advertising:
theoretical challenges and future directions’ by Shintaro Okazaki and Charles R. Taylor33
was to identify theoretical foundations that can be used in research on social media in the
context of international advertising research. The article draws on the surviving writing to
recognize three key hypothetical establishments that can be utilized as a part of
examination on promoting in media from a publicizing viewpoint: organizing capacity;
picture transferability; and individual extensibility. The study found that the three key

31
Goodrich, K., & de Mooij, M. (2014). How ‘social’ are social media? A cross-cultural comparison of online
and offline purchase decision influences. Journal of Marketing Communications, 20(1-2), 103-116.
32
Aral, S., Dellarocas, C., &Godes, D. (2013). Introduction to the special issue-social media and business
transformation: A framework for research. Information Systems Research, 24(1), 3-13.
33
Okazaki, S., & Taylor, C. R. (2013). Social media and international advertising: theoretical challenges and
future directions. International marketing review, 30(1), 56-71.
hypothetical viewpoints give solid potential to better comprehension the favorable
circumstances and drawbacks of social media use for promoters.
The research carried by JariSalo, MikkoLankinen and MattiMäntymäki34
addresses the subject of why shoppers' utilization social media with reference to music
utilization and how music industry organizations could enhance their social media
endeavors by coordinating organization procedures with purchaser intentions. Four
contextual investigations and four center gatherings with 28 members were directed in
this examination. Therefore, this study discovered five intentions impacting for social
media investment as access to substance, feeling of fondness, support, connection, and
social character.
The paper published by Bin Shen and Kimberly Bissell35 initiated an examination
on how magnificence brands utilize social media, especially Facebook, to build brand
mindfulness and strengthen brand unwaveringness. The study expressed that there was
doubtlessly changes in the destructive examples of media have driven organizations to
move their center from items to individuals and from data conveyance to data trade
through social media. The study examined the way “high-end” brands used Facebook
compared to the department store counterparts and found that social media tools were
used more frequently to connect with users.
The research published by Daniel Leunga, Rob Lawa, Hubert van Hoof and
Dimitrios Buhalis36 reviews and analyzes all surviving social media-related exploration
articles distributed in scholastic diaries amid 2007 to 2011, for the most part in tourism
and neighborliness fields. The article observed that customer driven concentrates by and
large centered on the utilization and effect of social media in the exploration period of the
voyagers' travel arranging process. Research discoveries painstakingly showed the vital
significance of social media for tourism intensity.

34
Salo, J., Lankinen, M., &Mäntymäki, M. (2013). The Use of Social Media for Artist Marketing: Music
Industry Perspectives and Consumer Motivations. International Journal on Media Management, 15(1), 23-
41.
35
Shen, B., & Bissell, K. (2013). Social media, social me: A content analysis of beauty companies’ use of
Facebook in marketing and branding. Journal of Promotion Management, 19(5), 629-651.
36
Leung, D., Law, R., Van Hoof, H., &Buhalis, D. (2013). Social media in tourism and hospitality: A literature
review. Journal of Travel & Tourism Marketing, 30(1-2), 3-22.
According to NP Jadhav, RS Kamble and MB Patil37 study titled ‘Social media
marketing: The next generation of business trends’ commented that Social media is
rapidly becoming a new force in organizations around the world, allowing them to reach
out to and understand consumers as never before. Organizations in the review anticipated
their utilization of social media would become altogether throughout the following
couple of years, as the familiarity with the force of social media has developed in their
organizations. Additionally, creators likewise explored that as social media makes new
open door, it likewise requests a movement in pondering showcasing and the measures of
accomplishment.
Ioanna Papasolomoua and Yioula Melanthiou38in their study ‘Social Media:
Marketing Public Relations’ New Best Friend’ recognized and talked about the
developing prevalence of social media and investigate its potential effect on promoting
rehearses and particularly advertising. The study finished up as with social media on an
ascent, customary showcasing hones as one know is eliminating. In any case, it might
likewise be accepted that they are not as a matter of course eliminating, but rather will be
fairly bolstered by a more grounded kin—that of social media.
Jamal Cromity39 distinguished best practices recognized through academic writing
for experts and highlighted the normal approaches to enhance the utilization of social
web apparatuses. This study represented how a compelling correspondence collaboration
can be produced using different social mediums for practical client engagement on the
web. The study closed as the effect of social media and social system administrations are
unquestionable and social web applications are especially so pervasive that finding
imaginative approaches to fuse or educational use is a steady action.
Survey was conducted by Seung-A Annie Jin40, brief members to investigate
Louis Vuitton's (Luxury Brand) Facebook page and finish a survey intended to decide
their fulfillment with the extravagance brand's Facebook page and different endogenous

37
Jadhav, N. P., Kamble, R. S., &Patil, M. B. (2013). Social Media Marketing: The Next Generation of
Business Trends. Journal of Computer Engineering, 45-49.
38
Papasolomou, I., &Melanthiou, Y. (2012). Social media: Marketing public relations’ new best friend.
Journal of Promotion Management, 18(3), 319-328.
39
Cromity, J. (2012). The Impact of Social Media in Review. New Review of Information Networking, 7(1).
40
Annie Jin, S. A. (2012). The potential of social media for luxury brand management. Marketing
Intelligence & Planning, 30(7), 687-699.
variables. Investigations of the study revealed dynamic connections among shoppers'
view of value‐expressive and social‐adjective elements of extravagance brands,
fulfillment with an extravagance brand's Facebook page. This paper denotes an
exploratory stride toward the comprehension of the energetic parts user‐generated
substance and part of social media in the arrangement and support of the developing
consumer‐brand‐consumer group of three societies.
The purpose of the study conducted by Rosemary Thackeray, Brad L. Neiger and
Heidi Keller41was to provide an outline for strategic thinking to successfully include
social media as part of the marketing strategy. Authors expressed that professionals can
understand social media's undiscovered potential by coordinating it as a major aspect of
the bigger social advertising methodology, past advancement. Creators additionally
conceded to, if social media utilized accurately, may help associations to build their
ability for putting the customer at the focal point of the showcasing procedure.
Kristen Lovejoy and Gregory D. Saxton42 inspected the Twitter use practices of
the 100 biggest not-for-profit associations in the United States to upgrade comprehension
of the open capacities small scale blogging serves for associations. The investigation
uncovered that there were three key elements of miniaturized scale blogging upgrades as
data, group, and activity. The study reasoned that the reception of social media seems to
have induced new standards of open engagement.
The paper titled ‘Interactive or reactive? Marketing with Twitter’ by Suzan
Burton and Alena Soboleva43 investigate and look at utilization of Twitter in 12 accounts
held by six associations in the USA and Australia, drawing on existing models of
intelligent interchanges. The consequences of the study exhibited differing courses in
which the intelligent capacities of Twitter can be utilized to speak with clients. However
by likewise showing absence of consistency in Twitter hone inside most associations, the
outcomes strengthen the requirement for vital consistency in creating Twitter rehearse.

41
Thackeray, R., Neiger, B. L., & Keller, H. (2012). Integrating Social Media and Social Marketing A Four-
Step Process. Health promotion practice, 13(2), 165-168.
42
Lovejoy, K., & Saxton, G. D. (2012). Information, community, and action: how nonprofit organizations
use social media*. Journal of Computer‐Mediated Communication, 17(3), 337-353.
43
Burton, S., &Soboleva, A. (2011). Interactive or reactive? Marketing with Twitter. Journal of Consumer
Marketing, 28(7), 491-499.
Social media and social media applications that assemble buyer groups including
rich client created substance are new commercial centers and/or instruments for
advertisers. The study published by ErkanAkara and BirolTopçu44 aimed to identify the
factors affecting consumers' attitudes toward marketing with social media. Given this
context, authors developed 7-factor, consumer-based attitude scale that contains 32 items.
In the investigation, six variables were found to influence buyers' states of mind toward
promoting with social media.
Nina Michaelidou, NikolettaSiamagka and George Christodoulides45addresses the
gap by concentrating on B2B SMEs and their social systems administration hones,
especially, utilization, saw boundaries and the estimation of viability of social systems
administration destinations as an advertising instrument. Discoveries of the study
demonstrates that B2B SMEs are at present utilizing social systems administration
destinations to accomplish brand goals, the most well known of which is to pull in new
clients. The concentrate likewise highlighted the obstruction of utilizing social systems
administration locales as the absence of saw pertinence for specific areas.
Zheng Xiang and Ulrike Gretzel46 researched the degree to which social media
show up in web search tool brings about the setting of travel-related pursuits. The
examination explored that social media constitute a significant part of the query items,
demonstrating that web crawlers likely direct voyagers to social media locales. This study
affirms the developing significance of social media in the online tourism area.
Article by Andreas Kaplan and Michael Haenlein47 proposed to give some
elucidation in transit in which firms can make gainful utilization of uses, for example,
Wikipedia, YouTube, Facebook, Second Life, and Twitter. Creators gave an order of
Social Media which gatherings' applications as of now subsumed under the summed up
term into more particular classes by trademark: collective activities, online journals,

44
Akar, E., &Topçu, B. (2011). An examination of the factors influencing consumers' attitudes toward social
media marketing. Journal of Internet Commerce, 10(1), 35-67.
45
Michaelidou, N., Siamagka, N. T., &Christodoulides, G. (2011). Usage, barriers and measurement of
social media marketing: An exploratory investigation of small and medium B2B brands. Industrial
Marketing Management, 40(7), 1153-1159.
46
Xiang, Z., &Gretzel, U. (2010). Role of social media in online travel information search. Tourism
management, 31(2), 179-188.
47
Kaplan, A. M., &Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of
Social Media. Business horizons, 53(1), 59-68.
content groups, social systems administration locales, virtual diversion universes, and
virtual social universes.
The study accomplished by Rohan Miller and Natalie Lammas 48 presents
lucrative open doors for new types of correspondence and trade amongst advertisers and
buyers through social media. Moderators expressed that however there are numerous new
media open doors are exhibited to sponsors through social media still publicizes are
social media pioneers. As per the study, dissimilar to, customary promoting media, for
example, TV, there are estimations; notwithstanding, buyer conduct displaying issues that
should be tended to before advertisers that measure and deal with their media ventures
will have the capacity to completely grasp the open doors and explore the dangers
introduced by social media.
Irene J. Dickey and William F. Lewis49 analyzed social media and social systems
as a social marvel and its impact on showcasing rehearse. The study uncovered that not
just social systems have advanced quickly amid the most recent couple of years, yet so
have social media, buyer practices, and thusly, social media showcasing strategies, which
are progressively being coordinated into promoting programs.
Wen-ying Sylvia Chou, Yvonne M Hunt, Ellen Burke Beckjord, Richard P Moser
and Bradford W Hesse50 in their paper titled ‘Social Media Use in the United States:
Implications for Health Communication’ uncovered that social media are entering the US
populace free of education, race/ethnicity, or human services access. The finding of the
study recommended that the new innovations spoke to by social media, might change the
correspondence design.
Article published by W. Glynn Mangold and David J. Faulds51 argues on the
hybrid characteristics of social media as advancement blend device on the grounds that in
a customary sense it empowers organizations to converse with their clients, while in a

48
Miller, R., & Lammas, N. (2010). Social media and its implications for viral marketing. Asia Pacific Public
Relations Journal, 11(1), 1-9.
49
Dickey, I. J., & Lewis, W. F. (2010). The evolution (revolution) of social media and social networking as a
necessary topic in the marketing curriculum: a case for integrating social media into marketing classes.
Advances in Marketing: Embracing Challenges and Change-A Global Perspective.
50
Chou, W. Y. S., Hunt, Y. M., Beckjord, E. B., Moser, R. P., &Hesse, B. W. (2009). Social media use in the
United States: implications for health communication. Journal of medical Internet research, 11(4).
51
Mangold, W. G., &Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix.
Business horizons, 52(4), 357-365.
nontraditional sense it empowers clients to talk specifically to each other. As the
substance, timing, and recurrence of the social media-based discussions happening
between shoppers are outside supervisors' immediate control, creators recommending
associations to shape buyer exchanges in a way that is predictable with the association's
central goal and execution objectives.
Efthymios Constantinides52 explored the nature, impacts and current situation of
the new era of Internet applications known as Social Media. Creator likewise investigated
the fitness and capability of Social Media applications as influencers of client conduct
and promoting instruments. In light of exploration discoveries and field encounters the
article distinguished the principle ways organizations can utilize the social media as vital
showcasing instruments as "passive marketing tools" i.e. as wellsprings of business sector
knowledge and as "active marketing tools": as stages of correspondence/advancement,
client association and client input.
Paper labeled ‘A systematic review of social marketing effectiveness’ published
by Martine Stead, Ross Gordon, Kathryn Angus and Laura McDermott53; survey the
adequacy of social advertising intercessions in affecting individual conduct and achieving
natural and policy‐level changes. The paper demonstrates that social showcasing can
shape a viable structure for conduct change intercessions and can give a helpful "toolbox"
for associations that are attempting to change practices.
The exploratory study conducted by Noor RaihanAb Hamid, RomizaMdAkhir
and Aw Yoke Cheng54 reveals that the three examination variables in particular,
utilization of social media, trust and client maintenance are specifically associated. As
indicated by study social media devices, for example, websites, Facebook and Twitter are
picking up fame and the patterns are demonstrating that more educated and more
youthful clients have started to react well to these devices. The study inferred that the
force of web promoting managed by the social media must be overseen well as to

52
Constantinides, E. (2009, January). Social Media/Web 2.0 as marketing parameter: An introduction. In
Proceedings of 8th international congress marketing trends.
53
Stead, M., Gordon, R., Angus, K., & McDermott, L. (2007). A systematic review of social marketing
effectiveness. Health education, 107(2), 126-191.
54
Ab Hamid, N. R., Razak, U. T. A., Akhir, R. M., & Cheng, A. Y. (2007). Social media: An emerging
dimension of marketing communication.
influence on the financially savvy intends to connect with the similarly invested gathering
of potential clients, which else may be lost to different contenders.
Alan R. Andreasen55 proposes a particular social promoting marking effort to
propel the field, with parts for scholastics and the American Marketing Association. The
study examined that social promoting faces critical hindrance to development in light of
the fact that there is no unmistakable comprehension of what the field is and what its part
ought to be in connection to different ways to deal with social change. The study inferred
that development is conceivable through increments in social advertising's offer of rivalry
at the intercession, topic, item, and brand levels.

55
Andreasen, A. R. (2002). Marketing social marketing in the social change marketplace. Journal of Public
Policy & Marketing, 21(1), 3-13.
B) Books
As acknowledged by Tracy L. Tuten and Michael R. Solomon56 that internet is the
backbone of today’s society. Widespread access to devices like personal computers,
digital video and audio recorders, webcams, and smartphones ensures that consumers
who live in virtually any part of the world can create and share content. As stated by
authors, information doesn’t flow from big companies to the rest of people but each
individual communicates with huge numbers of people by a click, and thus information
flows across people as well. Authors have also agreed that social media marketing has
accelerated over last few years and the major objective related to using social media
marketing for promotion is to assist in moving the consumer through the purchase
process.
Dave Evans57 reported that consumers are actively connecting with each other and
talking about everything from cars to pool chemicals. Author is also notifying that,
consumers are either reinforcing marketing efforts or beating marketers at their own
strategies by directly sharing their own experiences and thoughts on social web. Dave is
also focusing on substantial consumer attraction to social media and their frustration with
traditional media. As claimed by him, the combine use of social media and traditional
media will certainly be significant to business or organizations.
Paul Smith and ZeZook58 define marketing communication as the integration of
social media, public relations, sponsorship and direct selling. Showing the development
of social media as a "marketing revolution," the creators exhibit the numerous fluctuated
types of correspondence this offers and the open doors for advertising that all the more
viably draws in with its end-client.
According to Liana Evans59, social media promoting is not a trick but rather it is
diligent work that can be hugely captivating when executed in the correct way. Creator
expressed that it is indispensable for organizations to be the place the inquiries and
discussions are going on that influence their primary concern. Social media is the ideal

56
Tuten, T. L., & Solomon, M. R. (2014). Social media marketing. Sage.
57
Evans, D. (2012). Social media marketing: An hour a day. John Wiley & Sons.
58
Smith, P. R., &Zook, Z. (2011). Marketing communications: integrating offline and online with social
media. Kogan Page Ltd..
59
Evans, L. (2010). Social media marketing: strategies for engaging in Facebook, Twitter & other social
media. Pearson Education.
approach. Author also reveals that achievements with social media are stumbled into-not
planned. Social media marketing works only when the audience members find true value
in companies’ product and services, and shares their experiences with others.
Social media60 has had a remarkable democratizing effect on creativity. The
internet’s ubiquity, the low cost of social media tools and their ease of use has resulted in
a perfect brew for sharing content and ideas. Authenticity and transparency are
outstanding temperance and the constant improvisational nature of social media
instruments has a tendency to motivate legitimate and expected correspondence. Social
media promoting qualifies as a type of viral or universe of-mouth advertising.
Social media gives tremendous opportunities to reach people and engage them in
new and different ways. Companies can earn attention by creating something interesting
and valuable and publish it on social media. Social media is no longer a curiosity on the
horizon but a significant part of marketing mix. Jim Sterne61 identified that social media
is the medium of masses.
Social media62 is a new set of technologies and concepts that companies need to
add and integrate into their existing marketing strategy. The most oblivious use of social
media is for marketing, sales, public relations and communication. Social media is about
communicating with customers and is a set of highly effective tool for customer service,
business-to-business and internal communications.
Social media63 touches about each aspect of people individual and business lives.
Aside from promoting and advertising, social media has ended up basic piece of
organization's general procedure. Whether a business is extensive or little, its general
achievement will be mostly claimed by its prosperity inside social media. For those ready
to progress into new wilderness, the open doors are genuine and versatile through social
media.

60
Barefoot, D., &Szabo, J. (2010). Friends with benefits: A social media marketing handbook. No Starch
Press.
61
Sterne, J. (2010). Social media metrics: How to measure and optimize your marketing investment. John
Wiley & Sons.
62
Safko, L. (2010). The social media bible: tactics, tools, and strategies for business success. John Wiley &
Sons.
63
Qualman, E. (2010). Socialnomics: How social media transforms the way we live and do business. John
Wiley & Sons.
Dan Zarrella64 recognizes that something strange is happing with advertisements.
He is accepting that traditional advertising are not working anymore or at least not like
they use to work earlier. As advised by Dan, more consumers are connected on social
media and if every second if company is not engaging them in social media, it would be
wasted of opportunity.
Bernie Borges65 talked about the development of Web 2.0 and the impact of social
media advertising on business. Creator gave a brief abnormal state diagram of the
historical backdrop of the web from innovation point of view, and in addition ordinary
web showcasing systems right now being used. The author further discussed the prospect
of marketing opportunities through tools and technologies on the social web. According
to author, advertising on social web is not an innovation procedure, despite the fact that
innovation assumes vital part.
Tracy L. Tuten66 expressed that types of promoting change in virtual
environment. Social media exists with regards to groups worked of individuals who
create and support relationship by making, co-making, sharing, remarking, and
participating in substance. Purchasers have grasped media majority rules system. Late
years are described by new advances in innovation, development in web entrance,
household and abroad, changes in customer media utilization, and difficulties connected
with publicizing by means of other media.
Social media is undeniable. It is not a fad but complete change of platform for
marketing dialogue and content creation. Social media is changing individual lives and
institutions in way that they are only beginning to comprehend. Paul Gillin67 covered
aspects of social media campaign from inception through measurement. Social media
challenges nearly every assumption about how businesses should communicate with their
stakeholders.

64
Weinberg, T. (2009). The new community rules: Marketing on the social web. Sebastopol, CA: O'Reilly.
65
Borges, B. (2009). Marketing 2.0: Bridging the gap between seller and buyer through social media
marketing. Wheatmark, Inc..
66
Tuten, T. L. (2008). Advertising 2.0: social media marketing in a web 2.0 world. Greenwood Publishing
Group.
67
Gillin, P. (2008). Secrets of Social Media Marketing: How to Use Online Conversations and Customer
Communities to Turbo-charge Your Business!. Linden Publishing.
C) Dissertations
Adam J. Poluzzi68examined admissions professionals’ consciousness and perceptions of
the role that institutional culture plays in attracting and enrolling graduate-level students.
The study identified and described how graduate admissions professionals learn culture
and how that culture is communicated to applicants. The study revealed that admissions
professionals are the key players in connecting students with the niches by helping to
develop channels of communication that identify ways in which a school is distinct.
These channels include school websites, social media presence, admissions procedures,
campus visits and tours, view books and other printed materials, and off-campus
recruiting events.
Whitney S. Lehmann69 reviewed non-transfer undergraduate freshmen students to
decide the apparent impact of electronic informal exchange on their school inquiry and
decision contrasted with that of customary expression of-mouth. The consequences of
this study proposed that conventional verbal exchange affected students' school decision
than electronic informal. The outcomes additionally recommended that electronic verbal
exchange had a more prominent saw impact amid the hunt stage than amid the decision
stage and a more noteworthy saw impact when expended on online surveys/discussions
than when devoured on social systems administration destinations.
Arash Raeisi70 analyzed how the decision obviously of concentrate abroad
interrelates with support in online social systems, and gives a use of semiotics to inquire
about in decision and basic leadership in higher education and data frameworks research.
The creator likewise perceives the need to comprehend the part of online social systems
inside the basic leadership process for selecting higher education courses.The study found
a solid transaction between the decision obviously of concentrate abroad and cooperation
in online social systems.

68
Fourie, L. E. (2015). The role of social media as an information source in the decision making of students
when selecting a university.
69
Lehmann, W. S. (2015). The Influence of Electronic Word-of-Mouth (eWOM) on College Search and
Choice.
70
Raeisi, A. (2014). The interrelationship between choice of course of study abroad and participation in
online social networks (Doctoral dissertation, University of Salford).
Benjamin Ach71 highlighted the development of the promoting methodologies of
organizations and their correspondence procedures, with the essential ascent of social
media impact, which is changing the way individuals getting educated and also their
buying choice procedure. The study proposed that organizations need to adjust their plans
of action to the online wonder as the present eras are being taught to live with them and
the coming eras will thoroughly be instructed by them. The study reasoned that social
media showcasing is a supplement of disconnected promoting techniques.
Marina Bartoletti72 focused on the importance and the influence of social media
and the mobile Internet on the marketing for sport events. The study demonstrated the
existence of different levels of effectiveness in the marketing of sport events, according
to the communication goals a Facebook fan page tries to achieve through the upload of
different content.
Haze Caraganis73, in his study stated that social Networking Sites have already
penetrated the academic community, and are being recognized as valid marketing
communication tools in University Marketing strategies.Electronic Word-of-Mouth and
Social Commerce are powerful forces that are increasingly putting pressure on vendors
and consumers alike to constantly reinvent the way we communicate with each other, and
participate in various forms of trade. Nevertheless, in recent years implementing the two
theories has proven to be more of an art than a science.
Svetoslava Nikolova74 talked about impact of social media on arrangement of
inspirational disposition in the customers. The study found that people utilizing social
media for a drawn out stretch of time, have involvement with the brand on a standard
base, have constructive affiliations and think that its vital to work and be encompassed by
social media inspire more inspirational disposition than others with the same qualities.

71
Ach, B. (2013). The Current Development and Trends of Social Media Marketing Strategies for
Businesses (Bachelor Thesis, Turku University of Applied Sciences).
72
Bartoletti, M. (2013). The Importance Of Social Media In Their Contribution To The Marketing Of Sport
Events (Bachelor Thesis, Modul Vienna University).
73
Caraganis, H. (2012). Social Networking Sites in Higher Education Marketing: An Application to US
International MBA (IMBA) Programs (Doctoral dissertation, University of North Carolina Wilmington).
74
Nikolova, S. (2012). The effectiveness of social media in the formation of positive brand attitude for the
different users (Master Thesis, University of Amsterdam).
Juhee Kang75 researched advantage components of part investment and the
connections between group cooperation, brand trust, and brand responsibility in online
groups. The study recognized four advantage components as utilitarian, hedonic, fiscal,
and social-psychological advantages as the indicators of part investment in associations
Facebook fan pages. The aftereffects of the study showed that three advantage variables
as utilitarian, hedonic, and social-psychological advantages decidedly affected
individuals' group interest; part cooperation emphatically impacted their trust toward a
brand.
David Joshua Perdue76 shows the standards of social media showcasing by
clarifying the social media wonder, itemizing how to make and catch esteem with social
media, and talking about the way toward detailing a social media advertising technique.
The study uncovered that organizations still battle to discover methods for contacting
social media clients keeping in mind the end goal to grow their crowds and the most ideal
approach to associate with online customers in social media is to concentrate on the four
center standards as group, substance, discussion, and straightforwardness.
Study conducted by Sara Collin and Samrawit Yohannes77 investigated the use of
social media to transmit brand identity within food industry. The result of the study
provides a social media implementation strategy for firms within the food industry. The
study found that the target should be in accordance with brand identity. However, the
targetmust also incorporate the aspect of the consumers’ use of social media.

75
Kang, J. (2011). Social media marketing in the hospitality industry: The role of benefits in increasing
brand community participation and the impact of participation on consumer trust and commitment
toward hotel and restaurant brands (Graduate Theses and Dissertations, Iowa State University).
76
Perdue, D. J. (2010). Social Media Marketing: Gaining a Competitive Advantage by Reaching the Masses
(Master Thesis, Liberty University).
77
Collin, S., &Yohannes, S. Branding in the Era of Web 2.0.
D) Market Reports
Social platforms are essential to digital marketing strategy.The communicating platforms
like LinkedIn, Facebook, YouTube and Twitter are becoming more sophisticated,
offering all types of hyper-local targeting and better analytics.People and time resources
for social media management are becoming more demanding, as organizations finally see
social media marketing as a real branding and sales channel. As stated by Jasmine
Sandler78, the operations side of any organization needs to understand contribution of
social media branding in a company's overall value.
Social systems are presently so settled, that there are currently a center 'main five'
social systems which are most famous which doesn't change from year-to-year. Be that as
it may, the most prevalent social media locales fluctuate a considerable measure by level
of utilization in various nations and with demographics. At the point when contrasting the
most well known social systems it's best to audit them by dynamic record use, not only
the quantity of client records. The report condensed that some social systems are
developing more quickly than others while some are presently in decay. Dave Chaffey79
suggests Global Web Index as a standout amongst the most dependable examination
wellsprings of social media measurements to look at shopper use and engagement
crosswise over various social systems.
Social Media Examiner80 revealed trends gaining momentum of social media
marketing. According to the survey report, respondents have accepted that social media
marketing is important for business. According to small business marketing perspective
Facebook is the most favorite social networking site. However, from business to business
viewpoint LinkedIn is their number-one choice for social networking.The Social Media
Marketing Industry Report also found that, despite the cloudiness surrounding
Facebook’s effectiveness, majority are planning to increase activities on it.

78
Sandler, J. (2015, September 28). Social Media Marketing Budgets and ROI: How to Plan for 2016.
Retrieved November 16, 2015, from http://www.clickz.com/clickz/column/2427546/social-media-
marketing-budgets-and-roi-how-to-plan-for-2016
79
Chaffey, D. (2015, October 13). Global social media research summary 2015 - Smart Insights Digital
Marketing Advice. Retrieved November 14, 2015, from http://www.smartinsights.com/social-media-
marketing/social-media-strategy/new-global-social-media-research/
80
Delzio, S. (2015, June 8). 12 Social Media Marketing Trends for Small Business. Retrieved November 16,
2015, from http://www.socialmediaexaminer.com/social-media-marketing-trends-for-small-business/
Social Media Examiner’s81 2015 Social Media Marketing Industry Report holds
profitable knowledge into how advertisers are consolidating social media, the amount of
time they are spending and what is not too far off. As reported, the real effect that social
media had on their business can be separated into five straightforward advantages as
increment presentation, increment activity, create steadfast fans, give commercial center
experiences and produce leads. The report uncovered that numerous advertisers are at last
starting to legitimize time and assets contributed on social media showcasing in light of
the fact that they are at long last ready to evaluate an arrival taking into account goals.
The high and quickly expanding ubiquity of social media stages, for example,
Facebook, YouTube, and Twitter is required to alter the promoting procedures.
Notwithstanding showcasing, an expanding number of pharma players have likewise
started utilizing these stages to upgrade shopper connections and enhance brand
management, in light of the business sector insight created by observing and breaking
down client produced content. As per report social media associations are relied upon to
build item deals, particularly those of over-the-counter medications, in the long haul82.
The measurement presents information on social media stages utilized by
advertisers worldwide as of May 2015. Amid the overview, 45 percent of reacting social
media advertisers expressed they utilized Pinterest to showcase their organizations. An
examination done by ‘Statista’83 uncovers that social media is a zone of showcasing
which will get substantial interest later on. Moreover, the report concludes that spending
on social media is expected to rise by 60% by 2019.
Social media usage in India increased in leaps and bounds. While Indian users and
businesses get more comfortable using social media platforms to engage with each other,
it is clear that Facebook is still the dominant platform, followed by Twitter and YouTube.
According to Social Media Marketing – India Trends Study84, reasons for using social

81
Report: True Impact of Social Media Marketing for Business. (2015, May 28). Retrieved November 14,
2015, from http://www.toprankblog.com/2015/05/report-social-media-marketing/
82
Pharma& Healthcare Social Media Marketing Strategies. (2015). Retrieved November 14, 2015, from
http://www.marketsandmarkets.com/Market-Reports/Pharma-Social-Media-245.html
83
Social media platforms used by marketers worldwide 2015 | Statistic. (2015). Retrieved November 16,
2015, from http://www.statista.com/statistics/259379/social-media-platforms-used-by-marketers-
worldwide/
84
EY - Social Media Marketing: India Trends Study 2014. (2014). Retrieved November 16, 2015, from
http://www.ey.com/IN/en/Services/Advisory/EY-social-media-marketing-india-trends-study-2014
media by the brands are Brand Awareness, Highlight Brand News, Building a
Community and Customer Engagement.
Today, businesses are realizing that social media85 is a foundation of their overall
marketing strategy to reach to their prospects and customers. Both small and large
organizations understand the impact borne by social media influencers on the popular
conclusion. Organizations search for these influencers on different social media locales
and send them free item tests to get them looked into.
The proceeded with development of social systems over the globe over the
previous decade has opened up colossal showcasing potential to publicists. The wide
reach of social systems has given critical chances to brands the world over, while the
availability to destinations like Facebook and LinkedIn has opened up social media
advertising conceivable outcomes for both extensive organizations and little to medium-
sized endeavors alike86.

85
Karr, D. (2014, October 1). 2014 Statistics and Trends for Businesses on Social Media | Marketing
Technology. Retrieved November 16, 2015, from https://www.marketingtechblog.com/2014-statistics-
trends-businesses-social-media/
86
Social Media Marketing. (2014). Retrieved November 16, 2015, from
https://www.keynote.co.uk/market-assessment/media-marketing/social-media-marketing
E) Newspaper Articles
Virtual world has turned into the stage for both customers and dealers. Today, social
media is assuming an imperative part in directing the shopping spends in India. Study
uncovers that Indians lead the world in being interested in purchasing items on social
media took after by Brazil and Russia87.
Social media promoting is the new boondocks for advertisers. With fruitful
dispatches getting to be basic to guarantee deals development in a drowsy business
sector, advertisers are wrenching out forceful social media procedures to supplement their
customary media activities. Social media has constantly assumed a key part in all item
dispatches and is creating huge buzz for the forthcoming propelled items88.
Social media is certainly a boon when it comes to businesses. The various social
networking sites offer a surfeit of promotional options to businesses, free or paid.
However, for start-ups, nothing can beat some free or cheap publicity89.
Social media advertising achievement depends to a great extent on the kind of
business and time and exertion organizations put into methodology. A few systems, as
Facebook, are all the more low-support and work for each kind of business, while others,
as Instagram, require more commitment, working best for organizations in specific
corners90.
Social media has made individuals over the top about advanced symbols as they
pump more selfies and clever apothegms. Social media has changed human lives and the
way they speak with each other in immersed environment. Social media nearness is an
enchantment answer for all brand issues and can create deals in an exceedingly
aggressive business sector. These days, customary publicizing has turned out to be

87
Goyal, M. (2015, October 25). Social media driving spending in India. The Economic Times. Retrieved
November 17, 2015.
88
Gupta, S. N. (2015, September 1). Car companies bank big on social media to push sales. The Times of
India. Retrieved November 16, 2015.
89
Agarwal, S., &Basu, M. (2015, April 3). Business boom on social media. The Times of India. Retrieved
November 16, 2015.
90
Helmrich, B. (2015, March 10). Social Media for Business: 2015 Marketer’s Guide. Business News Daily.
Retrieved November 16, 2015.
increasingly a medium to sharpen specialty and honor gathering aptitudes as opposed to
centering with reestablished force on its proposed reason91.
Small businesses are finding that social media can help marketing, retail and
research task to run businesses. Nowadays, home bakers, housewives and CEOs are
meeting consumers who spend hours online through their smartphones and computers.
Undoubtedly, the social commerce platform helps businesses operate via the networking
site92.
The general comprehension on the issue is that so as to build up a brand as
believable on social media, every single marked correspondence ought to take a stab at
"authenticity."In request for brands to take an interest in social media, they need to put on
a show to be individuals. While brands have since a long time ago embraced a voice to
use for corporate interchanges and notices, the social, forward and backward nature of
online correspondences have constrained that marked voice to wind up progressively
individual to fit in93.
Human beings are wired to react to pictures much more so than text alone. Many
companies do and should continue to produce meaningful and engaging content, but to
get noticed, adding a visual element to company’s posts will not only encourage and
generate more engagement and sharing, but will also help to further establish their
brand94.
Majority of prospective customers trust peer reviews while only few are swayed
by advertisements. Thus, reaching out to clients or customers, one must engage them
personally and not fleetingly. Definitely, social media is integrated with products to
directly engage buyers.The customers are hooked and easily engaged through social
media95.

91
Irani, D. (2015, February 18). How social media ruined marketing. The Economic Times. Retrieved
November 17, 2015.
92
Meet the social media salesman. (2014, December 1). Mumbai Mirror. Retrieved November 16, 2015.
93
Honigman, B. (2014, November 18). How Being More Self-Aware Can Help Your Brand Succeed on Social
Media. Entrepreneur. Retrieved November 16, 2015.
94
Gasca, P. (2014, November 17). Capture, Engage and Convert Customers With Visual Branding.
Entrepreneur. Retrieved November 16, 2015.
95
Issac, A. (2014, September 24). Social media an effective marketing tool. The Times of India. Retrieved
November 16, 2015.
Customers like to go online to connect with brands and will trade sees online
about essentially any bought item. Social media is extensively affecting brand battling
and making the potential with increase open doors. The potential outcomes offered by
social systems administration are energizing brands as it can attract gigantic quantities of
customers96.
Social media helps people to stay in touch with what's happening in the lives of
people who matter to them. Social media allows people to voluntarily express their views
on what they like, what they dislike and what they want. It also helps them to create, to
control and to contribute to a body of knowledge. The social media movement is
changing a number of things and source of trust, the concept of news and the speed of
reporting of news. Companies have used social media to good and not-so-good effect.
Social media is helping companies to resolve their customer care issues and now
consumers have a voice that is heard by the company directly97.

96
Social media: A live action. (2010, March 10). The Times of India. Retrieved November 17, 2015.
97
ShivaKumar, D. (2009, October 27). Social media changing relationships. The Economic Times. Retrieved
November 17, 2015.
F) White Paper
White Paper titled ‘Plan Social Media Monitoring’ aimed at social media marketers, PR
professionals, agencies and consulting companies and demonstrated how to quickly set
up a systematic, goal oriented social media monitoring project with defining and refining
search queries, evaluating results and running meaningful keyword, sentiment analysis.98
Undoubtedly, marketers are overwhelmed with the growth in social media.
Today, numerous brand supervisors stay occupied with monitoring the most recent
improvements and patterns, with little time to take a gander at the blend of social media
being put into the business sector. The social media blend approach sketched out in the
white paper titled 'Dealing with the Social Media Mix' applies the asset designation idea
to social media to decide how an organization ought to apportion data to Twitter, web
journals, Facebook, email, and other social showcasing outlets. The paper gives an
orderly guide for deciding technique and the best possible blend of advertising directs in
social media.99
While consumers explore different social media channels, it is essential that
marketers understand shifting preferences. Today’s digital marketers do not have any
luxury of choosing one social network over another. It is relevant now to managed and
coordinated presence on social channels.100
Social media is rising as an intense and successful showcasing stage for business
to business advertisers. The paper highlights case of how some business to business
advertisers are utilizing and associating distinctive social media channels to discover
clients, hold business and oversee segment notoriety.101
White paper labeled ‘Selling with social: How social curation drives engagement
and sales’ demonstrates to saddle a more extensive range of social discussions to expand

98
Talkwalker. (2015). Plan Social Media Monitoring [White Paper]. Retrieved from
http://www.talkwalker.com/en/academy/white-papers/white-paper-the-first-steps-to-social-media-
monitoring/
99
Oracle. (2012, September). Managing the Social Media Mix [White Paper]. Retrieved fromhttps://
www.oracle.com%2Fus%2Fproducts%2Fsocial-media-mix
100
Digital Marketing Depot (2010). Social media marketing channels – Which ones are right for your
brand? [White Paper]. Retrieved from
http://downloads.digitalmarketingdepot.com/CUS_1510_SoclMdMktg_landingpage.html
101
Internet Advertising Bureau UK. (2012). B2B Marketing & Social Media Whitepaper [White Paper].
Retrieved from http://www.iabuk.net/resources/white-papers/b2b-marketing-social-media-whitepaper
engagement with convincing social encounters nearby, to manufacture trust by enabling
brand promoters to have voices heard and to drive change by giving a more exhaustive
perspective of brand and items and giving clients the certainty to buy.102
The ‘Social Goes Shopping’ white paper covers the latest trends and
developments in e-commerce for Pinterest, Instagram, Twitter, Facebook and Google.
The white paper highlight show the different buy buttons work for each of these channels
followed by benefits and drawbacks of the different buy button programs and the future
of e-commerce.103
Social media has evolved and finally marketing is catching up with it. From
supersensitive sentiment detection to data-driven channel charges, the technology is here
to actually use social engagements in repeatable, business-building ways.104

102
Bazaarvoice. (2008). Selling with social: How social curation drives engagement and sales [White
Paper]. Retrieved from http://www.bazaarvoice.com/research-and-insight/white-papers/Selling-With-
Social-How-Social-Curation-Drives-Engagement-and-Sales.html
103
Digital Marketing Depot. (2008). Social goes shopping [White Paper]. Retrieved from
http://downloads.digitalmarketingdepot.com/PUP_1508_SocGoesShp.html
104
Oracle. (2008). Modern Marketing Essential Guide to Social Marketing [White Paper]. Retrieved from
http://digitalmarketingdepot.com/whitepaper/modern-marketing-essential-guide-to-social-marketing
3. Summary
For the present study, the researcher has reviewed ninety three literatures, containing
research papers and articles, dissertations, market reports, newspaper articles and white
papers. The present literature helped the researcher to highlight and cover several points
related to study like importance of social media marketing, elements of social media
marketing, nature and scope of social media marketing, issues and challenges in social
media marketing, future of social media marketing, etc. The literature review has also
helped the researcher to identify the research gap, which are as follows:
1. No major study has found on the use of social media marketing in management
institutes in Pune City of Maharashtra.
2. Researcher has identified that majority of studies belonged to diversified
environment. Studies are majorly from international scenario.
3. Not a single research is covering the concept of social media marketing from the
viewpoint of any Indian management institute scenario.
CHAPTER III – PROFILE OF THE CITY
The heart of the Maratha Empire in the times of yore, Pune is the second biggest city in
Maharashtra and is likewise the head quarter of Pune area, situated around 120 kilometers
from Mumbai, and the business capital of India. Pune has been known by a plenty of
sobriquets. Prominent among them: Queen of the Deccan, social capital of Maharashtra,
retired person's heaven and Oxford of the East. Pune is one of the recorded urban
communities of India with a heavenly past, a creative present and a promising future.105
The soonest affirms found (copper plates of 758 A. D. likewise, of 768 A. D.)
from the region reveal that the Rashtrakootas ruled this territory in the midst of the same
time period. Around then, Pune was insinuated as PunakaVishaya and PunyaVishaya.
Later on, the city has been said as Kasabe Pune. Pune's medieval roots are in like manner
evident in number of asylums and mosques. The present name "Pune" is gotten from
PunyaNagari (really city of noble deeds). The Rashtrakutas are acknowledged to be the
most prompt pioneers of the city. By the eleventh century, it framed into a local location
called Kasbe Pune or Punavadi, under the Mughal rule. The most basic time frame in the
chronicled scenery of Pune was the domain of Peshwas. Starting now the city
transformed into an inside for learning.106
Pune is indivisibly associated with the life of the colossal Maratha legend and
master, Chhatrapati Shivaji. The time of Pune's praise began when ChhatrapatiShivaji
came to stay here with his mom Jijabai in 1635-36. Shivaji and his mom lived in a house
known as "LalMahal," an impersonation of which still can be gone to at its one of a kind
territory in the city. The Maratha power landed at an end in 1818, when the British drove
by Mount Stuart Elphinstone pounded them and set up the British Raj in this locale.107
Amid India's battle for Freedom Pune was an essential community for social and
religious change developments that were clearing the nation. It was the home to a few
reformers who were stalwarts of the national development, for example,
MahadevGovindRanade, R.G. Bhandarkar and Mahatma JyotiraoPhule. The nearness of

105
Pune, Maharashtra. (n.d.). India Map, Map of India. Retrieved October 26, 2015, from
http://www.mapsofindia.com/pune
106
Pune History, History of Pune, Pune Maharashtra, Origin of Pune. (n.d.). Pune | Pune Online | Pune
News | Pune Weather | Pune (Maharashtra). Retrieved October 26, 2015, from
http://www.puneonline.in/About/profile/History/index.html
107
History of Pune. (n.d.). India portal. Retrieved October 26, 2015, from
http://www.maharashtraweb.com/Cities/Pune/historyofpune.asp
BalGangadharTilak overwhelmed the political scene for three decades amid that period.
Presently Pune has gotten to be a standout amongst the most charming urban areas of
India.

Economy
As one of the biggest urban communities in India, and as a result of its various schools
and universities, Pune is creating as an obvious territory for IT and collecting associations
to develop. Pune has the seventh greatest metropolitan economy and the sixth most
critical per capita wage in the country. The auto part is detectable in Pune. It is home to
the Automotive Research Association of India, which is responsible for the homologation
of all vehicles open in India. All portions of the auto business are addressed, from
bicycles and auto rickshaws to cars, tractors, rhythms, excavators and trucks. Auto
associations like Tata Motors, Mahindra and Mahindra, Mercedes Benz, Force Motors
(Firodia-Group), Kinetic Motors have set ups in Pune. Auto associations including
General Motors, Volkswagen, and Fiat have set up green field workplaces close Pune,
driving The Independent to elude to Pune as India's "Engine City". A couple auto part
makers like Saint-Gobain Sekurit, TATA Autocomp Systems Limited, Robert Bosch
GmbH, ZF Friedrichshafen AG, Visteon, and Continental Corporation are arranged
here.108
India's biggest building combination, the Kirloskar Group, was the first to pass on
industry to Pune by setting up Kirloskar Oil Engines Ltd. in 1945 at Kirkee in Pune. The
Group was at first set up in Kirloskarwadi. Kirloskar Brothers Limited (India's greatest
creator and exporter of pumps and the greatest base pumping wander authoritative
specialist in Asia), Kirloskar Oil Engines (India's greatest diesel engine association),
Kirloskar Pneumatics Co. Ltd. Furthermore, other Kirloskar associations are arranged in
Pune.
The Hinjawadi IT Park (authoritatively called the Rajeev Gandhi IT Park) is a
task being begun by MIDC to house the IT division in Pune. Whenever finished, the
Hinjawadi IT Park is relied upon to have a range of around 2,800 sections of land (11

108
Pune. (n.d.). http://en.wikipedia.org/wiki/Pune#cite_note-cultuk-38. Retrieved October 27, 2015, from
en.wikipedia.org/wiki/Pune#cite_note-cultuk-38
km). The assessed interest in the venture is 60,000 crore (US$11.34 billion). To
encourage monetary development, the legislature made liberal motivating forces in its IT
and ITES Policy, 2003 and rented properties on MIDC land. The IT area utilizes more
than 70,000 individuals. Programming mammoth Microsoft expects to set up a 700 crore
(US$132.3 million) venture in Hinjewadi.
Pune Food Cluster development project is an activity subsidized by the World
Bank. It is being executed with the assistance of SIDBI, Cluster Craft to encourage the
advancement of the foods grown from the ground handling commercial ventures in and
around Pune.

Demographics
According to temporary reports of Census India, populace of Pune in 2011 is 3,115,431;
of which male and female are 1,602,137 and 1,513,294 separately. In spite of the fact that
Pune city has populace of 3,115,431; its urban/metropolitan populace is 5,049,968 of
which 2,659,484 are guys and 2,390,484 are females. In instruction area, complete
literates in Pune city are 2,556,743 of which 1,361,257 are males while 1,195,486 are
females. Normal proficiency rate of Pune city is 91.61 percent of which male and female
education was 95.13 and 87.91 percent.109

Geography and Topography


Pune or "Punyanagari" as it is called has had a magnificent past of about 600 years both
celebrated and sentimental. Long time back who might have realized that a Deccan level
2500 meters over the ocean level encompassed by slopes,valleys and memorable posts
would rise as a region named PUNE. A little town occupied by artists and craftsmen in
613 A.D developed into the Deccan Capital to opponent Delhi.
Pune lies at a height of 560 m (1837 ft) above ocean level, at the intersection of
Mula and Mutha streams. Amid summer (March to May), daytime temperatures differ
between 35°C to 39°C, while in winter (November to February) daytime temperatures
range between 27°C to 29°C. Pune locale offers outskirts with Ahmednagar, Satara and

109
Pune City Population Census 2011 | Maharashtra. (n.d.). Census 2011 Data of Indian Population 2011
Census. Retrieved October 26, 2015, from http://www.census2011.co.in/census/city/375-pune.html
Raigad areas of Maharashtra. There are two civil partnerships, Pune Municipal
Corporation (PMC) and Pimpri-Chinchwad Municipal Corporation (PCMC). The Pimpri-
Chinchwadzone incorporates Akurdi, Pimpri, Chinchwad and Bhosari and the majority of
the range of this Municipal Corporation involves the modern territory.
The climate of Pune region is basic monsoonal, with three specific seasons-
summer, rains and winter, as elsewhere in India. The stature above sea level and the
leeward range with reference toward the Western Ghats have made the city environment
moderate and salubrious. The mean step by step most amazing and the mean minimum
for the most sweltering month - May is 370 Celsius and 230 Celsius separately. The night
sea breeze from west/northwest keeps the city summer nighttimes at bearable levels. The
same for the coldest month of December are 300 Celsius and 120 Celsius separately. The
relative moisture ranges from 36% in March to 81% in August. Three fourths of the
yearly precipitation of 70 cm happens in just four months from June to September.

Culture and Religion


Pune is said to be the cultural capital of the state of Maharashtra. It embodies Marathi
society, which lays highlight on education, expressions and claims to fame, music, and
theater. Pune has created as a point of convergence of current building in India, with
prize-winning structures. Pune society reflects a blend of traditions with advancement,
nearby encouraging built up shows up.
Hinduism is the predominant religion in Pune. Various Churches, Masjids,
Gurudwaras, Buddhist Viharas, Jain havens and distinctive religious structures are
discovered all through the city. The most obvious gatherings fuse Marathas, Mahars,
Mali, Brahmin, Marwaris, Marwari Jains, Punjabi and Sindhi people, close by the close-
by gatherings. The most conspicuous Hindu asylum in Pune is the Parvati Temple,
arranged on Parvati incline and observable from most of the interior ranges. The most
went to asylum is likely the Chaturshringi Temple, arranged on the grades of an incline in
the northwest of the city. In the midst of Navratri, there is an immense parade to this
asylum and admirers collect from around the country to ask here. The coordinating
perfect power of Pune city is the Kasba Ganpati, whose asylum is found in Kasba Peth in
central Pune.
Sarasbaug Ganpati is likewise a conspicuous historic point in Pune. The
Pataleshwar Temple is accepted to be one of the most seasoned sanctuaries in the city.
Since 1894, Pune has observed Ganesh Chaturthi as a ten-day long celebration, in which
most neighborhoods set up a pandal (tent) with a symbol of Ganesha, regularly in the
midst of a religious setting, complete with enlivening lights and merry music. This
celebration finishes with a parade of Ganesh symbols from over the city conveyed to the
neighborhood streams to be submerged (Ganesh visarjan). The Kasba Ganapati, as the
directing divinity of the city, is the first in this parade. The possibility of an open festival
was started by Bal Gangadhar Tilak in Pune, and has since spread to numerous different
urban communities, especially Mumbai, which now has a parade each year.
Religious people, as Dnyaneshwar and the progressive profound artist
SantTukaramMaharaj, were conceived close Pune. Their connection to the city is
remembered with a yearly journey to Pandharpur, 300 kilometers away, comprising of a
litter of both figures being conveyed to the primary sanctuary of the Hindu god Vithoba.
The journey is coordinated to end on the propitious day of Aashadhi Ekadashi.
Islam is the second biggest religion in Pune. Pune has a substantial number of
Mosques, the most unmistakable of which are Chand Tara Masjid, Jaama Masjid and
Azam Campus Masjid. Chand Tara Masjid, situated in Nana Peth, is one of the greatest
and most essential mosques in Pune as it is the city central command (markaz) for the
TabligiJamaat. The Eid-gahMaidan situated close GolibarMaidan on Shankar Sheth Road
witnesses a huge social affair of individuals for Eidnamaz on Eid al-Fitr and Eid al-Adha.
There are a critical number of Christians living in Pune. The Roman Catholic
Diocese of Pune is situated here. It is a part of the Ecclesiastical territory of Mumbai set
up in 1854 as the Apostolic Vicariate of Poona from the Apostolic Vicariate of Bombay.
On 1 September 1886 it was elevated to the Diocese of Poona.
Protestantism touched base in the eighteenth century when the British assumed
control from the Maratha Empire. American ministers were the first to begin
evangelizing neighborhood individuals, building numerous houses of worship and
schools in Pune. Pune's Christians are additionally called Marathi Christians as a result of
their utilization of the Marathi dialect. The Vineyard is a well known spot of Christian
love in Dapoli, a town closes Pune.
Pune is known for its Marathi-speaking Jews. The Ohel David Synagogue
(prevalently known as Lal Deval in Marathi or Red Temple) worked by David Sassoon is
eminent. David Sassoon passed on in the city in 1864. The Shrutisagar Ashram, situated
at Phulgaon off the Nagar Street, houses the Vedanta Research Center and a special
sanctuary of Dakshinamurthy, situated close to the conversion of the Bhima, Bhama and
Indrayani waterways. It was set up in 1989 by Swami Swaroopanand Saraswati. Here one
can discover point by point clarifications of śruti and smriti (counting the Vedas,
Bhagavad Gita, Upanishads and Puranas) in Marathi and English.

With 200,000 guests yearly, the Osho International Meditation Resort in Pune is
one of the biggest otherworldly focuses on the planet. Pune has been connected with a
few huge profound educators. Osho lived and educated in Pune for a great part of the
1970s and 1980s. The Osho International Meditation Resort, one of the world's biggest
otherworldly focuses, is situated in the Koregaon Park zone. It has guests from over a
hundred nations. Pune is likewise the origination of symbol Meher Baba, in spite of the
fact that pioneers generally go to Meherabad to visit Meher Baba's tomb. Hazrat Babajan,
one of the five Perfect Masters, experienced the last 25 years of her life in Pune. She set
up her last home first under an 'Azadirachtaindica tree close Bukhari Shah's mosque in
Rasta Peth and later another A. indica tree in the then-haggard segment of Pune called
Char Bawdi where she remained whatever is left of her life. There is a holy place raised
in her honor in Pune, around the tree under which she made her last home. The ISKCON
development has nearness in the city at the Sri Radha Kunjbihari Mandir. B. K. S.
Iyengar, a universally known yoga expert, built up the RamamaniIyengar Memorial Yoga
Institute in Pune in 1975, keeping in mind the end goal to prepare students in Iyengar
Yoga.
CHAPTER IV – RESEARCH METHODOLOGY
1. Introduction
2. Objectives of the Study
3. Hypotheses
4. Research Design
5. Scope and Limitations of the Study
6. Summary
1. Introduction:
Research, basically expressed, is an endeavor to touch base to answers to scholarly and
down to earth issues through the utilizations of investigative strategies to the proficient
universe. The exploratory techniques and strategies have been advanced and been
produced to improve boundlessly the probability that a class of inquiries, viz., What?
How? and to restricted expand Why? concerning the experiential marvels are effectively
replied. Research in like manner speech alludes to a quest for learning. It can likewise be
characterized as an investigative and precise quest for germane data on a particular
subject. The Advanced Learner's Dictionary of Current English characterized research as
'a watchful examination or request particularly through quest for new realities in any
branch of information'. The Webster's International Dictionary characterizes research as
'a watchful, basic request or examination in looking for certainties or standard; tireless
examination with a specific end goal to find out something'.
Then again Marketing Research is an orderly request that gives data to guide
promoting choices. All the more particularly, as extended by the American Marketing
Association (AMA), showcasing exploration is a procedure of deciding, getting, breaking
down and combining, and spreading pertinent promoting information, data, and bits of
knowledge to chiefs in ways that activate the association to take suitable advertising
activities that, thusly, boost business execution.
2. Objectives of the Study:
1. To study the perception about social media and usage pattern amongst the
students in Pune City.
Even if the social media has been regularly used by most of the individuals and
organizations for various purposes, the young students in India are found to be the
major users of the same. The Researcher would like to probe into the perception
of students towards social media facility available to them at ease. There can be
different perception ranging from individual to individual. An attempt will be
made to find out the common perception with regard to the student fraternity.
Moreover, the usage pattern may also differ amongst the user group. The study
will reveal the insight on the usage pattern particularly the way the social media is
used by the students. Generally, social media websites are used for exchanging
thoughts, ideas, and comments on events and keeping updates on individual
levels.

2. To study the effect of social media for decision making process particularly in
the selection of Management Institutes.
There are many benefits students can derive from the media that include keeping
track of better institutions for further study. Evaluating and comparing the
institutions and knowing more about the programs conducted by these institutions
can be the major aim of the students in getting information from social media
websites. Social media websites can be useful to the students in searching
appropriate management institutions where they can fulfill their dream of
completing management education with bright future. In short, social media
websites can be useful tool for students in making decisions on their further
persuasion of higher studies.

3. To study the perception of Management Institutions regarding the use of Social


Media Channels.
It is apparent that social media is not only used by the individuals for limited
purposes. In fact, many Management Institutions have been using channel of
social media website for promotional purpose. The researcher is keen to know the
perception of these Management institutions about the social media channel in
view of focusing themselves in the eyes of the society in general and students’
fraternity in particular.

4. To find out whether it is a right time for management institutes to focus more
on social media marketing strategies.
It cannot be claimed that social media can be the best medium for management
institutes all the time. However, every institute has its presence on some or other
social media website for varied purposes. The researcher would like to find out if
it is the right time for the management institutes to go for rigorous presence on
social media for the purpose of marketing their institutions and deciding the
strategies in that direction.

5. To evolve a suitable marketing model of social media for creating brand of


management institutes.
The researcher would also like to evolve a suitable model of social media that can
be used by the Management institutes for creating their own brand in the
backdrop of the competitive environment in management education.
3. Hypothesis:
A hypothesis is a conceivable response to an examination question. It is normally
considered as the important component in exploration. The fundamental capacity of
hypothesis is to propose new investigations and perceptions. As indicated by Webster a
hypothesis is 'a suggestion, condition or standard which is accepted, maybe without
conviction, so as to draw out its coherent outcomes and by this technique to test its
understanding with certainties which are known or might be resolved'.
Goode and Hatt have characterized hypothesis as 'a recommendation which can
be put to test to decide legitimacy'. A hypothesis 'is testable if other conclusion can be
produced using it which, thus, can be affirmed or negated by observation'. As P.
Saravanavel in his book 'Research Methodology' depicts, when a researcher watches
known truths and takes up an issue for investigation, he first begin some place and this
purpose of begin is the 'hypothesis'.
In perspective of the above referred to talks furthermore the underlined targets of
the study, the researcher chose to test the accompanying hypotheses.
H1: Word-of-Mouth Communication positively affects Impression Management
H2: Social Impact positively affects Impression Management
H3: Impression Management positively affects Institute Branding
H4: Social Engagement positively affects Institute Branding
4. Research Design:
The research design is a blue-print/end-all strategy of the considerable number of
techniques and systems or applied structure inside which research is directed. It constitute
for the gathering, estimation and investigation of information. 'A research design is the
course of action of conditions for accumulation and examination of information in a way
that plans to join significance to the research reason with economy in method.'

1. Type of Research Design:


The researcher has embraced descriptive research design for the present research
reason. Descriptive research portrays the present status of individuals, demeanors,
and advancement. Descriptive research design takes a "what is" methodology. It
includes gathering quantitative data, portrays classifications of subjective data,
includes gathering information that portrays occasions and afterward arranges,
classifies, delineates, and depicts the information. Descriptive research design
utilizes depiction as an instrument to arrange information into examples that rise
amid examination and frequently utilizes visual guides, for example, diagrams
and graphs to help the readers.

2. Type of Data Sources:


The researcher has used both primary data sources and secondary data sources to
collect the information.
a. Primary data: With the end goal of essential information, the researcher has
created 'structured, un-disguised questionnaire' as a research instrument. The
present survey is comprising of dichotomous, numerous decision and likert-
type scale questions. This survey contains nominal, ordinal, interval and ratio
scale. In order to make the questionnaire efficient and to certain quality to the
replies received, the researcher has paid attention to the question-sequence in
preparing the questionnaire. Moreover, researcher had prepared a draft
questionnaire on the basis of preliminary interviews, expert opinions and
literature review. Then the draft questionnaire was examined through pilot
survey to find out relevancy of the questions, understanding of the questions
by the respondents, readiness of the respondents to share the information, ease
and time taken by the respondents for completion of the questionnaire, likely
range of responses, etc.

b. Secondary Data: However, researcher has gathered the secondary data


through Wiley On-line, Print media like books, Research Articles on Google
Scholar, magazines and such other internet websites, related company
literatures and online reports of various research organizations, etc.

3. Sampling Design:
Sampling design is a definite plan for obtaining a sample from a given population.
The researcher has received a few methods and systems in selecting the things for
the samples.
a. Population: As the present study is based on study on emerging potential of
social media for marketing of management institutes in Pune City, every
student who wishes to opt his/her further education in Management Studies
and having social media account is the potential respondent for the existing
research questionnaire and is a part of the population. So this population is
consisting of all students of graduation from different socio-economic
classification with different streams (like BA, BBA, BBM, B Sc, BCA, BE, B
Tech, etc.). Though population is finite, no exact data of all graduate students
is available and it makes population count unknown.
b. Sampling Unit: Final year UG Students (pursuing BA, BBA, BBM, B Sc,
BCA, BE, B Tech, etc.) and wish to appear for PG Course, preferably MBA
or MCA.
c. Sampling Method: Multi-stage Sampling (Area Sampling and Convenient
Sampling)
d. Sample Size: 522 Respondents [As per the sample size formula ‘By
Proportion’ (n=z2*p*q/e2), when population is infinite and at 95% confidence
level and 50% precision; the sample size is 385. However, to get more
detailed and qualitative output the researcher has distributed 800. In response
to that, researcher has received 522appropriate responses, which is 65.25%
rate of response.
Moreover, researcher has also contacted and surveyed 30 Management
Institutes to get detailed view on the topic. However, detail information about
social media existence based on visiting each of the management institute site
is presented in the annexure.

4. Reliability and Validity of the Measures Used:


After all responses, face validity, content validity, and pre-test of 30 respondents have
conducted in order to test the reliability and validity of the research measures.

5. Statistical tools to test the hypothesis:


In this study, descriptive statistics is first employed and then inferential statistics
including Factor Analysis, Regression Analysis and Path Analysis (under Structural
Equation Modeling) are applied to test the hypotheses. IBM AMOS 20 and The
Statistical Package for the Social Sciences Program (SPSS) version 17.0 were utilized
as a part of this study for all the factual appraisals. The information set was screened
and inspected for incorrect data entry, missing values, normality and outliers.
5. Scope and Limitations of the Study:
For the present study, the researcher has used both primary and secondary methods of
collection of various data and naturally, the data collected is likely to be affected directly
or indirectly. Researcher is fully aware of these possibilities and has tried to undertake
due care to see that the results would be representative of the universe. The researcher is
aware of the following limitations of his work and also the scope for further study.

A. The limitations of the study are broadly classified on the basis of the factors given
below:
1. Geographical Constraints: The researcher had picked land spread of Pune City for
the study. By the constrained assets accessible with the researcher, the geological
territory was restricted. Be that as it may, the study could have been led on a bigger land
territory with accessibility of adequate resources.

2. Time-frame Constrains: The study had an instinctive constraint of time frame during
which it was conducted. It may not be exaggerating to say that on account of the highly
dynamic nature of the social networking media, it is always possible that the data,
references and periodicals may become obsolete. Therefore, the study had to be
completed in a given time frame.

3. Industry Limitations: Management educational organizations are coming with novel


ideas to tap the market as well as influence the students with the help of marketing tools.
The researcher has made every effort to account for these ‘happenings’ in the sector, but
it was beyond the scope of the study to cover all the happenings.

4. Parameters of Research Methodology: The limitations regarding the research


methodology are presented below:
a) Data collection constraints: At the outset of the need of secondary data, reliability
of the presumption and observations naturally depend on the authenticity of the
secondary source of information and also the information itself. Of course, while doing
so and being aware of these limitations, the researcher herein has taken due care and
precautions at very possible stage not allowing any prejudice or bias in the work.
b) Questionnaire for the respondents: While collecting the information by means of
the questionnaires, some of the information was not solicited by the respondents for
certain private reasons. The researcher has many a times experienced during the survey
method that some of the respondents were reluctant to disclose certain information for
number of obvious reasons like disclosure of the trade secrets, fear of Income Tax
departments, suspicious about the motives of the researcher and so on. In such cases,
wherever possible, the researcher, in consultation with his guide had to make certain
adjustments to suit the data for the purpose of analysis. However, the researcher has taken
due care to make this study representative of the whole.

B.Scope for further Research


While considering the limitations of the current study, the researcher proposes the scope
for the further study:
1. Statistical model developed by the researcher can further be refined to predict the
outcome.
2. A similar kind of study can be conducted in other parts of the country to get more
insight into the subject.
3. Researcher suggests that a similar kind of study can be taken-up in respect of
different industries.
6. Summary:
Quantitative research method has used by the researcher for the present study which is of
descriptive nature. The researcher has adopted multi-stage sampling technique for
selection of sample. At the beginning, the researcher has used Area Sampling followed
by Convenience Sampling method to select samples from Pune city and responses are
obtained from the students pursuing graduations courses from various streams. The
sample size has comprised of 522 respondents across the Pune region.
The ‘structured, un-disguised questionnaire’ was designed from standard
questions of related literature as a research instrument. For data collection, researcher has
performed schedule interviews with the help of questionnaire. However, secondary data
has been gathered with the help of books, magazines, research articles and company
literature. The Statistical Package for the Social Sciences Program (SPSS) version 17.0
was utilized in the study for statistical assessments. The data was screened and examined
for erroneous data entry, missing values, normality and outliers. In this study, descriptive
statistics are first used followed by inferential statistics including Factor Analysis,
Correlation, Regression Analysis and Path Analysis (under Structural Equation
Modeling) were applied to test the hypothesis.
CHAPTER IV - DATA ANALYSIS and INTERPRETATION
1. Data Analysis
2. Testing of Hypotheses
3. Summary
1. Data Analysis: (Annexure 1)
Reliability Test:
Cronbach’s Alpha reliability technique was used to verify the reliability of all items in the
questionnaire. The reliability coefficient value was well significant i.e. 0.905 and
represent high reliability of the questionnaire. Reliability test was applied via SPSS
software and the reliability test measures are given below:
Table 4.1: Reliability Statistics
Cronbach's Alpha N of Items
.905 75

Descriptive Statistics:
However, in the data analysis, descriptive statistics was first employed, followed by
inferential statistics including Factor Analysis, Correlation, Regression Analysis and Path
Analysis to test the hypotheses. Following table provides an overview of type of data and
statistical tools used for analysis:
Table 4.2: Type of Data and Statistical Tools Used
Sr. No. Type of Data Question Numbers Analytical Tool Used
Q3, Q4, Q5, Q6, Q7, Q8,
Nominal &
1 Q9, Q10, Q11, Q12, Q13, Frequency, Percent
Ordinal Data
Q14, Q15, Q18, Q22
Frequency, Percent, Mean,
Q16, Q17, Q19, Q20, Q21,
Scale (Interval & Factor Analysis, Correlation
2 Q23, Q24, Q25, Q27, Q28,
Ratio) Analysis, Regression
Q29
Analysis, Path Analysis

Moreover, the conceptual model is developed by utilizing structural equation modeling


and the impacts of external constructs on internal construct are examined. Moreover,
examining the measuring and structural section of model judgment is prepared based on
the fitness indexes of the model.
Table 4.3: Demographic Characteristics of Respondents
Sr. No. Characteristics Category Frequency Percent
Male 306 58.62
1 Gender
Female 216 41.38
20 156 29.89
21 187 35.82
2 Age of the Respondents
22 103 19.73
23 76 14.56
BA 64 12.26
B Com 134 25.67
BBA / BBM 87 16.67
3 Education B Sc 51 9.77
BCA 73 13.98
BE / B Tech 83 15.90
Others 30 5.75
Unitary 276 52.87
4 Family Type
Joint 246 47.13
10,000 to 20,000 46 8.81
20,001 to 30,000 73 13.98
Family’s Monthly Income
5 30,001 to 40,000 89 17.05
(INR)
40,001 to 50,000 145 27.78
50,001 and above 169 32.38

The breakup of the respondents’ demographic characteristics is shown in Table 4.3.


Responses were obtained from 522 respondents. Out of 522 respondents, 306 respondents
are male and 216 are female which representing 59% and 41% of the total response
respectively. Out of the total response, 156 respondents are of the age of 20 years
followed by 187 respondents of age 21 years and total of both contributes to 66%.
Remaining 179 respondents are from the age group of 22 to 23 years old and contributing
to 34% of the total responses.
The data of respondents from various educational qualification backgrounds is
reflected in the provided table. Majority of the respondents are pursuing M. Com. which
is counting to 134 respondents followed by 87 respondents pursuing BBA, thus
contributing to 43% of the total responses. Remaining 57% respondents are belonged to
the educational backgrounds of BA, BSc, BCA, BE, etc. Out of 522 respondents, 276 are
from unitary family type and 246 are from joint-families which is 53% and 47% of
response respectively.
The table also provides the income-wise breakup of the respondents. It has been
observed that 32% respondents have a monthly family income more than rupees 50,000.
Though it is sizable group of the ‘high-income’ category, majority of the respondents are
from ‘middle income’ category which is rupees 30,001 to 40,000 and 40,001 to 50,000
per month, thus contributing to 234 responses which is 45% of the total response.
Table 4.4: Social Networking Habits
Sr. No. Characteristics Category Frequency Percent
Facebook 489 93.68
Twitter 156 29.89
1 Member of Social Networking Sites LinkedIn 103 19.73
Google+ 208 39.85
YouTube 145 27.78
Less than a Month 20 3.83
1 to 6 Months 39 7.47
Existence on Social Networking
2 6 to 12 Months 79 15.13
Sites
1 to 2 Years 159 30.46
2+ Years 225 43.10
Less than 5hrs 148 28.35
5 to 10hrs 176 33.72
Weekly Engagement Hours on
3 11 to 15hrs 126 24.14
Social Networking Sites
15 to 20hrs 52 9.96
More than 20hrs 20 3.83
Less than 1hr 202 38.70
1 to 3hrs 175 33.52
Daily Engagement Hours on Social
4 3 to 5hrs 117 22.41
Networking Sites
5 to 8hrs 17 3.26
More than 8hrs 11 2.11
Less than 1hr 160 30.65
1 to 3hrs 199 38.12
Weekend / Holidays' Engagement
5 3 to 5hrs 130 24.90
Hours on Social Networking Sites
5 to 8hrs 20 3.83
More than 8hrs 13 2.49
Less than 20 20 3.83
21 to 50 37 7.09
6 Friends on Social Networking Sites 51 to 80 45 8.62
81 to 110 103 19.73
More than 110 317 60.73

The above table indicates that 489 respondents have social networking accounts with
Facebook followed by Google+ counting to 208 respondents, which accounts for 93.68%
and 39.85% of total response. LinkedIn accounts for only 103 responses and is the least
preferred social networking site among the respondents with 19.73% of total response.
Out of the total respondents, 43% admitted their existence on social networking
sites since more than 2 years. However, 30% agreed their existence on social networking
sites since 1 year. Very few respondents have their existence on social networking sites
from less than a month and it counts to only 20 respondents.
The above data shows that 176 respondents spend 5 to hours weekly on social
networking sites followed by 148 respondents spending less than 5 hours weekly on
social networking sites. The data also reads that only 20 respondents agreed that they
spend more than 20 hours weekly on social networking sites. However, on daily basis
202 respondents spend less than 1 hour on social networking sites followed by 175
respondents spending 1 to 3 hours per day. Moreover, 199 respondents spend 1 to 3 hours
on social networking sites on weekend or holidays.
As per the above data, 317 respondents have more than 110 friends (connections)
on social networking sites followed by 103 respondents having friends (connections)
between 81 and 110, cumulatively accounts for 80% of total responses.
Table 4.5: Use of Social Networking Sites for Communication with…
Ratings
Category Mean
Always Often Occasionally Rarely Never
Close Friends 111 228 113 55 15 3.69
Friends 109 223 92 76 22 3.61
Family 101 218 107 77 19 3.58
People that Live Far Away 167 235 110 9 1 4.06
Strangers 135 239 133 9 6 3.93

To find the most preferred use of social networking sites, the researcher has developed
and used a ‘five point likert scale’ where responses were recorded on ‘Almost Always’ to
‘Almost Never’ approach; where (5) being the highest and (1) being the lowest score on
response bench.The researcher has used ‘Mean Method’ to rank the use according to the
preferences.
From the above calculations it can be clearly seen that social networking sites are
mainly used to communicate with people that live far away with the highest 4.06 values
of mean. Communication with strangers and close friends are rated as the second and the
third most preferred use of social networking sites by the respondents with 3.93 and 3.69
values of mean.
Table 4.6: Purpose for Use of Social Networking Sites
Ratings
Category Strongly Strongly Mean
Agree Undecided Disagree
Agree Disagree
To Post and
Communicate with 261 152 46 46 17 4.13
Friends/Family
To Post Individual
264 149 62 34 13 4.18
Updates
To Access the
103 134 70 137 78 3.09
Information
To Share the
140 219 74 72 17 3.75
Information
To Publish the
Opinions and Receive 108 221 122 58 13 3.6
the Feedback
Shopping 103 236 89 76 18 3.63
Share/Read Product
97 217 115 73 20 3.57
Review
Professional Activity 171 231 113 6 1 4.08

To find the purpose for use of social networking sites, the researcher has developed and
used a ‘five point likert scale’ where responses were recorded on ‘Strongly Agree’ to
‘Strongly Disagree’ approach; where (5) being the highest and (1) being the lowest score
on response bench.The researcher has used ‘Mean Method’ to rank the use according to
the preferences.
From the above calculations it can be clearly observe that social networking sites
are most preferably used to post the individual updates with 4.18 values of mean
followed by its use to post and communicate with friends and family with 4.13 values of
mean. Social networking sites are least used to access the information and to publish the
opinions and receive the feedback.
Table 4.7: Information on Social Networking Media
Sr. No. Category Frequency Percent
1 Email 431 82.57
2 Home Town 487 93.30
3 Instant Messenger Address 350 67.05
4 Mobile Number 239 45.79
5 Photos of Others 402 77.01
6 Photos of Self 489 93.68
7 Political Views 124 23.75
8 Relationship Status 376 72.03

From the above data it has observed that 489 respondents post photos of self followed by
487 respondents preferred to post their home town on social networking media. Political
views and mobile numbers are seen as the least posted information on social networking
media by the respondents.
Email, relationship status and photos of others are seen as the common
information post on social networking sites with 431, 376 and 402 responses.
Table 4.8: Characteristics while Choosing University/College for Post Graduation
Ratings
Category Mean
1 2 3 4 5
Fees 4 6 139 238 135 3.95
Alumni Network 52 108 143 158 61 3.13
Faculty/Quality of Teaching 12 29 81 241 159 3.97
Events on Campus 9 13 56 282 162 4.10
Wide Choice of Subjects/Courses 26 79 161 192 64 3.36
Image of College/University 8 41 96 277 100 3.80
Academic Facilities 16 70 110 230 96 3.61
Location of University/College 20 40 93 241 128 3.80
Sports 58 88 207 142 27 2.98
Social Life 12 30 57 286 137 3.97
Campus Safety and Security 45 105 171 134 67 3.14
On Campus Housing/Hostel 58 98 174 158 34 3.02
Flexible Study Mode 31 55 105 238 93 3.59
Placement Track 23 50 86 244 119 3.74

To find the characteristics that influence choosing university or college for post
graduation, the researcher has developed and used a ‘five point likert scale’ where
responses were recorded on ‘Very Important’ to ‘Not at all Important’ approach; where
(5) being the highest and (1) being the lowest score on response bench. The researcher
has used ‘Mean Method’ to rank the characteristics according to the preferences.
From the above calculations it can be clearly observe that ‘events on campus’ is
rated top most essential characteristics while choosing campus or college for post
graduation with 4.10 values of mean followed by social life, faculty/quality of teaching
and fees with 3.97, 3.97 and 3.95 values of mean respectively. Respondents have rated
sports and on campus hostel facilities as the least essential characteristics while selecting
campus or college for post graduation which follows 2.98 and 3.02 mean values
respectively.
Table 4.9: Importance of Sources to Collect Information about PG Institutes
Ratings
Category Mean
1 2 3 4 5
Institute Web Site 131 150 127 90 24 2.48
Brochures 83 76 169 150 44 2.99
Word-of-Mouth 83 103 129 178 29 2.94
Social Media 66 128 144 137 47 2.94
Advertisements 121 130 130 101 40 2.63
References 102 132 124 129 35 2.74
Ranking Websites 159 141 136 60 26 2.34

To find the importance of sources that respondents use to collect information about PG
Institutes, the researcher has developed and used a ‘five point likert scale’ where
responses were recorded on ‘Very Important’ to ‘Not at all Important’ approach; where
(5) being the highest and (1) being the lowest score on response bench.The researcher has
used ‘Mean Method’ to rank the elements according to the preferences.
From the above calculations it can be clearly observe that institute brochure is the
most preferred source of information that students use to collect the information about
PG institutes and counts to 2.99 values of mean. Respondents have also rated social
media and word-of-mouth as the important sources to collect the information about PG
institutes with 2.94 values of mean on each element. However, institute web site and
advertisement are preferred as the least important sources by the respondents to search
the information and accounts for 2.48 and 2.63 values of mean.
Table 4.10: Social Networking Sites on Various Elements
Ratings
Category Mean
1 2 3 4 5
Facebook 18 21 78 268 137 3.93
Twitter 24 73 114 209 102 3.56
Information Search 4.09
LinkedIn 15 30 65 194 218
about PG Institutions
Google+ 58 71 194 144 55 3.13
YouTube 20 45 95 244 118 3.76
Facebook 21 25 79 240 157 3.93
Usefulness for PG Twitter 5 10 60 239 208 4.22
Institute Application LinkedIn 6 16 59 213 228 4.23
Procedure Google+ 19 43 148 214 98 3.63
YouTube 19 34 58 200 211 4.05
Facebook 4 4 46 211 257 4.37
Usefulness of Type Twitter 4 11 33 163 311 4.47
of Content about PG LinkedIn 43 67 170 144 98 3.36
Institutions Google+ 48 75 154 151 94 3.32
YouTube 7 9 54 218 234 4.27

To find the importance of various social media sources for PG Institutes, the researcher
has developed and used a ‘five point likert scale’ where responses were recorded on
‘Most Preferred’ to ‘Least Preferred’ approach; where (5) being the highest and (1) being
the lowest score on response bench.The researcher has used ‘Mean Method’ to rank the
elements according to the preferences.
From the above calculations it can be clearly observe thatLinkedIn followed by
Facebook are the most preferred social networking sites by the respondents for
information search with 4.09 and 3.93 values of mean. Likewise, LinkedIn and Twitter
are rated as the most preferred social networking sites as per their usefulness for PG
institute application procedure with 4.23 and 4.22 values of mean. Moreover, Twitter and
Facebook are preferred as useful social networking sites from dimension of type of
content about PG institutions and accounts for 4.47 and 4.37 values of mean.
Exploratory Factor Analysis:
Kaiser – Meyer – Olkin Measures of Sampling Adequacy and Bartlett’s Test of
Sphericity:
The Kaiser – Meyer – Olkin Measures of Sampling Adequacy value was 0.763 indicating
that the sample was adequate to consider the data as normally distributed. The Bartlett’s
Test of Sphericity tests the null hypothesis that the item-to-item correlation matrix was an
identity matrix. The hypothesis was tested through Chi-square test; the value of Chi-
square was found to be 3201.620, which is significant at 1% level of significance.
Therefore, null hypothesis is rejected; indicating that the item-to-item correlation matrix
is not an identity matrix and is therefore suitable for factor analysis.
Table 4.11: KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .763
Bartlett's Test of Sphericity Approx. Chi-Square 3201.620
df 253
Sig. .000

The Table 4.12shows the table of communalities before and after. The
communalities in the column labelled Extraction reflect the common variance in the data
structure. 41.6% of the variance associated with question 1 is common, or shared,
variance.
Table 4.12: Communalities
Initial Extraction
Important and Daily Routine Part of Social Life 1.000 .416
Provides Utmost Connectivity 1.000 .679
Faster Feedback 1.000 .441
Feeling Socially Engage 1.000 .601
Disseminate Information 1.000 .571
Trust Information 1.000 .604
Follow for Purchase Decision 1.000 .401
Influence Purchase Decision 1.000 .352
Social Conversation Influence Decision of Enrollment in
1.000 .400
Institute
Like to Join Social Media Networking Site of Future Institute 1.000 .648
Prefer to Contact Admission Counselor on SNS 1.000 .609
Join the Forum related with Institute Admission on SNS 1.000 .634
Management Institutes with Existence on Social Media are
1.000 .502
Competent
Management Institutes with Existence on Social Media are
1.000 .729
Effective
Management Institutes with Existence on Social Media are
1.000 .729
Successful
Management Institutes with Existence on Social Media are
1.000 .242
Trustworthy
Management Institutes with Existence on social Media are into
1.000 .584
Social Responsibility
Management Institutes with Existence on Social Media have
1.000 .377
Moral Worthiness
Tend to Pass Opinions 1.000 .394
Lean to Seek Opinions 1.000 .522
Likely to Recommend 1.000 .475
Likely to Better Understand 1.000 .288
Influence by Former Comment 1.000 .503
Extraction Method: Principal Component Analysis
Table 4.13: Total Variance Explained
Extraction Sums of Squared Rotation Sums of Squared
Initial Eigenvalues
Compon Loadings Loadings
ent % of Cumulativ % of Cumulative % of Cumulative
Total Total Total
Variance e% Variance % Variance %
1 4.763 20.707 20.707 4.763 20.707 20.707 2.938 12.772 12.772
2 2.162 9.399 30.106 2.162 9.399 30.106 2.704 11.755 24.527
3 1.840 7.999 38.105 1.840 7.999 38.105 2.116 9.200 33.727
4 1.518 6.601 44.706 1.518 6.601 44.706 2.094 9.106 42.833
5 1.418 6.163 50.869 1.418 6.163 50.869 1.848 8.036 50.869
6 1.179 5.128 55.997
7 1.066 4.634 60.631
8 .961 4.178 64.808
9 .943 4.099 68.907
10 .875 3.802 72.710
11 .677 2.945 75.655
12 .654 2.844 78.499
13 .622 2.706 81.205
14 .598 2.598 83.804
15 .541 2.350 86.154
16 .507 2.205 88.359
17 .491 2.135 90.494
18 .452 1.964 92.458
19 .412 1.792 94.250
20 .399 1.734 95.984
21 .332 1.443 97.427
22 .314 1.365 98.792
23 .278 1.208 100.000
Extraction Method: Principal Component Analysis

Table 4.13, labeled Total Variance Explained lists the eigenvalues associated with each
factor before extraction, after extraction and after rotation. Before extraction, it has
identified 23 linear componetnts within the data set. The eigenvalues associated with
each factor represent the variance explained by that particular linear component and the
table also dispalys the eigenvalue in terms of the percentage of variance explained (factor
1 explains 20.707% of total variance). It should be clear that the first few factors explain
relatively large amounts of variance (especially factor 1) whereas subsequent factors
explain only small amount of variance. The table extracts five factors as per the direction
by researcher, where 50.869% of cummulative variance is displayed. In the final part of
the table, the eigenvalues of the factors after rotation are displayed. Rotation has the
effect of optimizing the factor structure and one concequence for these data is that the
relative importance of the five factors is equalize. Before rotation, factor 1 accounted for
considerably more variance than the remaining five (20.707% compared to 9.399, 7.999,
6.601 and 6.163%), however after extraction it accounts for only 12.772% of variance
(compared to 11.755, 9.200, 9.106 and 8.036% respectively).
The Table 4.14labeled shows the Component Matrix before rotation. This matrix
contains the loading of each variable onto each factor. As calculated that all loading less
than 0.4 be suppressed in the output and so there are blank spaces for many of the
loadings.
The Table 4.15labeled Rotated Component Matrix contains the same information
as the component matrix is calculated after rotation. Factor loadings less than 0.4 have
not been displayed because researcher has asked these loading to be suppressed.Thus,
Principle Component Factor Analysis has resulted into 5 components with 23 variables
Table 4.14: Component Matrix
Component
1 2 3 4 5
Important and Daily Routine Part of Social Life .506
Provides Utmost Connectivity .516 .474
Faster Feedback .539
Feeling Socially Engage .591 -.428
Disseminate Information .625
Trust Information .685
Follow for Purchase Decision .576
Influence Purchase Decision .409
Social Conversation Influence Decision of
.451
Enrollment in Institute
Like to Join Social Media Networking Site of
.530 -.440
Future Institute
Prefer to Contact Admission Counselor on SNS .549 .497
Join the Forum related with Institute Admission on
.445 .451 -.408
SNS
Management Institutes with Existence on Social
-.458
Media are Competent
Management Institutes with Existence on Social
.828
Media are Effective
Management Institutes with Existence on Social
.810
Media are Successful
Management Institutes with Existence on Social
Media are Trustworthy
Management Institutes with Existence on social
.658
Media are into Social Responsibility
Management Institutes with Existence on Social
.417
Media have Moral Worthiness
Tend to Pass Opinions .531
Lean to Seek Opinions .483 -.474
Likely to Recommend .498
Likely to Better Understand
Influence by Former Comment .551
Extraction Method: Principal Component Analysis
a. 5 Components Extracted
Table 4.15: Rotated Component Matrix
Component
1 2 3 4 5
Important and Daily Routine Part of Social Life .605
Provides Utmost Connectivity .724
Faster Feedback .581
Feeling Socially Engage .571
Disseminate Information .586
Trust Information .665
Follow for Purchase Decision .525
Influence Purchase Decision .580
Social Conversation Influence Decision of
.572
Enrollment in Institute
Like to Join Social Media Networking Site of
.714
Future Institute
Prefer to Contact Admission Counselor on SNS .662
Join the Forum related with Institute Admission on
.784
SNS
Management Institutes with Existence on Social -
Media are Competent .440
Management Institutes with Existence on Social
.826
Media are Effective
Management Institutes with Existence on Social
.846
Media are Successful
Management Institutes with Existence on Social
.433
Media are Trustworthy
Management Institutes with Existence on social
.754
Media are into Social Responsibility
Management Institutes with Existence on Social
.565
Media have Moral Worthiness
Tend to Pass Opinions .427
Lean to Seek Opinions .557
Likely to Recommend .658
Likely to Better Understand .470
Influence by Former Comment .535
Extraction Method: Principal Component Analysis
Rotation Method: Varimax with Kaiser Normalization
a. Rotation converged in 11 iterations.
Confirmatory Factor Analysis:
After exploratory factor analysis, researcher has employed confirmatory factor analysis
with the help of ‘Generalized Least Squares’ extraction method. Table 4.16, labeled Total
Variance Explained lists the eigenvalues associated with each factor before extraction,
after extraction and after rotation. Table 4.17 explains the goodness-of-fit and table 4.18
explains Rotated Component Matrix, contains the information as the component matrix is
calculated after rotation.

Table 4.16: Total Variance Explained


Extraction Sums of Squared
Initial Eigenvalues
Loadings
Factor
% of Cumulative % of Cumulative
Total Total
Variance % Variance %
1 4.763 20.707 20.707 1.799 7.822 7.822
2 2.162 9.399 30.106 3.730 16.215 24.037
3 1.840 7.999 38.105 1.726 7.506 31.543
4 1.518 6.601 44.706 1.144 4.975 36.518
5 1.418 6.163 50.869 1.075 4.674 41.192
6 1.179 5.128 55.997
7 1.066 4.634 60.631
8 .961 4.178 64.808
9 .943 4.099 68.907
10 .875 3.802 72.710
11 .677 2.945 75.655
12 .654 2.844 78.499
13 .622 2.706 81.205
14 .598 2.598 83.804
15 .541 2.350 86.154
16 .507 2.205 88.359
17 .491 2.135 90.494
18 .452 1.964 92.458
19 .412 1.792 94.250
20 .399 1.734 95.984
21 .332 1.443 97.427
22 .314 1.365 98.792
23 .278 1.208 100.000
Extraction Method: Generalized Least Squares
Table 4.17: Goodness-of-fit Test
Chi-Square df Sig.
445.935 148 .000

Table 4.18: Factor Matrix


Factor
1 2 3 4 5
Important and Daily Routine Part of Social Life
Provides Utmost Connectivity .999
Faster Feedback .461
Feeling Socially Engage .603
Disseminate Information .536
Trust Information .678
Follow for Purchase Decision .512
Influence Purchase Decision .418
Social Conversation Influence Decision of
Enrollment in Institute
Like to Join Social Media Networking Site of
.459
Future Institute
Prefer to Contact Admission Counselor on SNS .436
Join the Forum related with Institute Admission on -
SNS .641
Management Institutes with Existence on Social
Media are Competent
Management Institutes with Existence on Social
.785
Media are Effective
Management Institutes with Existence on Social
.786
Media are Successful
Management Institutes with Existence on Social
Media are Trustworthy
Management Institutes with Existence on social
.544
Media are into Social Responsibility
Management Institutes with Existence on Social
Media have Moral Worthiness
Tend to Pass Opinions .457
Lean to Seek Opinions .480
Likely to Recommend .558
Likely to Better Understand
Influence by Former Comment .467
Extraction Method: Generalized Least Squares
a. 5 factors extracted. 8 iterations required.
Impression Management (Component 1): The rotated matrix has revealed four out of
twenty three variables significantly to this component, which includes Provides Utmost
Connectivity, Faster Feedback, Feeling Socially Engage and Disseminate Information.
Social Impact (Component 2): The rotated matrix has revealed three out of twenty
three variables significantly to this component, which includes Trust Information, Follow
for Purchase Decision and Influence Purchase Decision.
Institute Branding (Component 3): The rotated matrix has revealed three out of
twenty three variables significantly to this component, which includes Management
Institutes with Existence on Social Media are Effective, Management Institutes with
Existence on Social Media are Successful and Management Institutes with Existence on
social Media are into Social Responsibility.
Social Engagement (Component43): The rotated matrix has revealed three out of
twenty three variables significantly to this component, which includes Like to Join Social
Media Networking Site of Future Institute, Prefer to Contact Admission Counselor on
SNS and Join the Forum related with Institute Admission on SNS.
Word-of-Mouth (Component43): The rotated matrix has revealed four out of
twenty three variables significantly to this component, which includes Tend to Pass
Opinions, Lean to Seek Opinions, Likely to Recommend and Influence by Former
Comment.
Measurement Model:
The Measurement model represents how measured variables come together to represent
constructs.
Figure 4.1: Measurement Model
Chi-square = 403.151, df = 109, p-value=0.000, RMSEA=0.072
Table 4.19: Co-variances of Latent Variables

Estimate S.E. C.R. P


IM <--> WoM 0.288 0.046 6.307 ***
IM <--> IB -0.009 0.028 -0.325 0.745
IM <--> SE 0.269 0.039 6.984 ***
IM <--> SI 0.239 0.041 5.882 ***
SI <--> WoM 0.2 0.039 5.194 ***
SI <--> IB -0.024 0.016 -1.472 0.141
SI <--> SE 0.153 0.029 5.352 ***
SE <--> WoM 0.265 0.042 6.373 ***
SE <--> IB -0.015 0.026 -0.582 0.561
IB <--> WoM -0.055 0.028 -2.002 0.045

The probability of getting a critical ratio as large as 6.307 in absolute value is less than
0.001. In other words, the covariance between IM andWoMis significantly different from
zero at the 0.001 level (two-tailed).These statements are approximately correct for large
samples under suitable assumptions.
The probability of getting a critical ratio as large as 0.325 in absolute value is
0.745. In other words, the covariance between IM and IB is not significantly different
from zero at the 0.05 level (two-tailed).These statements are approximately correct for
large samples under suitable assumptions.
Table 4.20: Measurement Fit Index Model
Model Fit Index Recommended Value Structural Model
X2/df ≤5 3.699
RMSEA ≤ .08 0.072
RMR ≤ .90 0.119
NFI > .90 0.951
GFI > .80 0.909
AGFI > .80 0.872
PGFI > .50 0.648
PNFI > .50 0.541

Model Fit Summary:

Conceptual model is investigated by using structural equation modeling and the impacts
of external constructs on internal construct are tested. In addition investigating the
measuring and structural section of model judgment is made based on the fitness indexes
of the model. In measuring section, the relationship between the items and the related
structure is clarified, in other words factor loading of items is larger than 0.40 and t-
value of them is greater than 1.96. This value supports the reliability of the structure
using measurement. As it can be seen in table 4.21, all factor loadings are above 0.40
since the overall fit of the model is acceptable. The reliability of the construct is assessed
based on Cronbach’s Alpha.
The results of Fit-Index depicted in table 4.22. The model tested subsumed the
specified relationship proposed in the hypotheses. The overall fit indicates for the
structural model revealed a chi-square of 474.334 with 106 degrees of freedom. For this
model RMSEA=0.073 and RMR=0.179, both within the acceptable level. The GFI=0.89,
NFI=0.96 and PNFI=0.62, all accept for GFI are acceptable. The analysis of SCM on the
proposal model has generated results which are illustrated in figure 4.2.
Table 4.21: Reliability Statistics

Factor Cronbach’s
Construct Item ‘t’ R2
Loading Alpha (α)
Impression
Feeling Socially Engage .68 10.422 .680
Management .707
Disseminate Information .77 -* .773
(IM)
Trust Information .80 -* .802
Social Impact .658
Follow for Purchase Decision .57 9.618 .567
(SI)
Influence Purchase Decision .45 8.195 .451
Like to Join Social Media .62 9.752 .616
Networking of Future
Social Institute
Engagement Prefer to Contact Admission .67 9.806 .675 .711
(SE) Counselor on SNS
Join the Forum related with .73 -* .733
Institute Admission on SNS
Tend to Pass Opinion .59 7.626 .589
Word-of- Lean to Seek Opinions .63 7.757 .629
Mouth Likely to Recommend .58 7.580 .579 .660
(WoM) Influence by Former .50 -* .499
Comment
Institute Effective .79 -* .786
Branding Successful .81 11.977 .806 .756
(IB) Social Responsibility .56 11.043 .562
*-parameter set equal to 1.0 for identification model
Table 4.22: Fit Index Model

Model Fit Index Recommended Value Structural Model


X2/df ≤5 4.474
RMSEA ≤ .08 .073
RMR ≤ .90 .179
NFI > .90 .96
GFI > .80 .89
AGFI > .80 .85
PGFI > .50 .64
PNFI > .50 .62
Figure 4.2: Structural Model
Chi-square= 474.334, df= 106, p-value=0.000, RMSEA=0.073
2. Testing of Hypotheses
H1: Word-of-Mouth Communication positively affects Impression Management.
Respondents were asked to rate their opinion towards word-of-mouth on 5 variables as
Tend to Pass Opinions, Lean to Seek Opinions, Likely to Recommend, Likely to Better
Understand and Influence by Former Comment. Principal Component Analysis is applied
to reduce the data set and selected four variables with factor loading more than 0.40. The
value of reliability scale i.e. Cronbach’s Alpha is 0.660. Similarly, respondents were
asked to rate their attitude towards impression management with 5 constructs like
Important and Daily Routine Part of Social Life, Provides Utmost Connectivity, Faster
Feedback, Feeling Socially Engage and Disseminate Information. Principal Component
Analysis is applied to reduce the data set and selected four variables with factor loading
more than 0.40.The value of reliability scale i.e. Cronbach’s Alpha is 0.707.
The relationship between word-of-mouth and impression management is tested
with the multiple regression analysis in conceptual model. When word-of-mouth goes up
by 1 standard deviation, impression management goes up by0.227 standard deviation,
which is positive in nature. Hence, it is proved that Word-of-Mouth Communication
positively affects Impression Management and alternative hypothesis is accepted.

Table 4.23:Result of hypothesis test H1


Hypothesis Path Std. Est. S. E. t-Value P-Value
Word-of-Mouth → Impression Management .227 .079 2.883 .000*
H2:Social Impactpositively affects Impression Management.
Respondents were asked to rate their opinion towards social impact on 5 variables as
Trust Information, Follow for Purchase Decision and Influence Purchase Decision.
Principal Component Analysis is applied and selected all variables with factor loading
more than 0.40. The value of reliability scale i.e. Cronbach’s Alpha is 0.658. Similarly,
respondents were asked to rate their attitude towards impression management with 5
constructs like Important and Daily Routine Part of Social Life, Provides Utmost
Connectivity, Faster Feedback, Feeling Socially Engage and Disseminate Information.
Principal Component Analysis is applied to reduce the data set and selected four
variables with factor loading more than 0.40.The value of reliability scale i.e. Cronbach’s
Alpha is 0.707.
The relationship between social impactand impression management is tested with
the multiple regression analysis in conceptual model. When social impactgoes up by 1
standard deviation, impression management goes up by0.643 standard deviation, which is
positive in nature. Hence, it is proved that Social Impact positively affects Impression
Management and alternative hypothesis is accepted.

Table 4.24: Result of hypothesis test H2


Hypothesis Path Std. Est. S. E. t-Value P-Value
Social Impact → Impression Management .643 .069 9.334 .000*
H3: Impression Management positively affects Institute Branding.
Respondents were asked to rate their attitude towards impression management with 5
constructs like Important and Daily Routine Part of Social Life, Provides Utmost
Connectivity, Faster Feedback, Feeling Socially Engage and Disseminate Information.
Principal Component Analysis is applied to reduce the data set and selected four
variables with factor loading more than 0.40.The value of reliability scale i.e. Cronbach’s
Alpha is 0.707. Similarly, respondents were asked to rate their opinion towards institute
branding on 6 variables as Management Institutes with Existence on Social Media are
Competent, Management Institutes with Existence on Social Media are Effective,
Management Institutes with Existence on Social Media are Successful, Management
Institutes with Existence on Social Media are Trustworthy, Management Institutes with
Existence on social Media are into Social Responsibility and Management Institutes with
Existence on Social Media have Moral Worthiness. Principal Component Analysis is
applied and selected three variables with factor loading more than 0.40. The value of
reliability scale i.e. Cronbach’s Alpha is 0.756.
The relationship between impression management and institute branding is tested
with the multiple regression analysis in conceptual model. When impression management
goes up by 1 standard deviation, institute branding goes up by0.387 standard deviation,
which is positive in nature. Hence, it is proved that Impression Management positively
affects Institute Branding and alternative hypothesis is accepted.

Table 4.25: Result of hypothesis test H3


Hypothesis Path Std. Est. S. E. t-Value P-Value
Impression Management → Institute Branding .387 .060 6.450 .000*
H4:Social Engagement positively affects Institute Branding.
Respondents were asked to rate their attitude towards social engagement with 4
constructs like Social Conversation Influence Decision of Enrollment in Institute, Like to
Join Social Media Networking Site of Future Institute, Prefer to Contact Admission
Counselor on SNS and Join the Forum related with Institute Admission on SNS. Principal
Component Analysis is applied to reduce the data set and selected three variables with
factor loading more than 0.40.The value of reliability scale i.e. Cronbach’s Alpha is
0.711. Similarly, respondents were asked to rate their opinion towards institute branding
on 6 variables as Management Institutes with Existence on Social Media are Competent,
Management Institutes with Existence on Social Media are Effective, Management
Institutes with Existence on Social Media are Successful, Management Institutes with
Existence on Social Media are Trustworthy, Management Institutes with Existence on
social Media are into Social Responsibility and Management Institutes with Existence on
Social Media have Moral Worthiness. Principal Component Analysis is applied and
selected three variables with factor loading more than 0.40. The value of reliability scale
i.e. Cronbach’s Alpha is 0.756.
The relationship between social engagement and institute branding is tested with the
multiple regression analysis in conceptual model. When impression management goes up
by 1 standard deviation, institute branding goes up by0.411 standard deviation, which is
positive in nature. Hence, it is proved that Social Engagement positively affects Institute
Branding and alternative hypothesis is accepted.

Table 4.26: Result of hypothesis test H4


Hypothesis Path Std. Est. S. E. t-Value P-Value
Social Engagement → Institute Branding .411 .069 5.956 .000*
(Annexure 2)
Table 4.27: PG Courses Offered
Sr. No. Characteristics Frequency Percent
1 MBA 28 93.33
2 MCA 10 33.33
3 MMM 3 10.00
4 MPM 3 10.00
5 MMS 4 13.33
6 Others 7 23.33

Out of the total respondents, i.e. 30 institutes, 28 institutes were observed offering MBA
course followed by 10 institutes were offering MCA course. Merely 3 institutes were
offering courses like MMM and MPM followed by 4 institutes were offering course like
MMS. Out of 30 institutes, 7 were also observed offering few other courses too.

Table 4.28: Description of the Institute


Sr. No. Characteristics Frequency Percent
1 The market or category leader 12 40.00
2 A challenger brand 12 40.00
3 A follower brand 6 20.00

From the above table it is observed that 12 institutes believe that they are the market /
category leaders in the areas of courses they offered. Out of remaining 18 institutes, 12
believe that they are the challenger brand followed by 6 who believe to be follower.

Table 4.29: Best Describes of Marketing Resources and Budget


Sr. No. Characteristics Frequency Percent
1 Larger than the category average 8 26.67
2 Average for the category average 10 33.33
3 Smaller than the category average 12 40.00

Out of the total respondents, 8 institute representatives consider that their marketing
resources and budget are larger than the category average, which is 26.67 percent of
response. However, 12 institute representatives consider that their marketing resources
and budget are average followed by 12 consider it to be smaller than category average,
thus representing 33.33 percent and 40 percent of response respectively.

Table 4.30: Official Website


Sr. No. Characteristics Frequency Percent
1 Yes 30 100.00
2 No 0 0.00

Official websites has its own importance from marketing perspectives. When surveyed
about the website-existence of institutes, all institutes were found of having official
website.
Table 4.31: Opinion on Social Media Marketing Efforts
Sr. No. Characteristics Frequency Percent
1 Very Important 16 53.33
2 Important 8 26.67
3 Somewhat Important 6 20.00
4 Not Important 0 0.00
5 Not at all Important 0 0.00
Mean: 4.33
According to data, 16 institutes have acknowledged very high importance of social media
to their marketing efforts followed by 8 institutes finding it to be important, thus
contributing to 80 percent of cumulative response. Moreover, remaining 6 institutes have
acknowledged it to be neutral on the importance of social media to their marketing
efforts. Surprisingly, none of the institute is found refusing the importance of social
media to their marketing efforts. The mean value on importance of social media
marketing efforts is recorded as 4.33, which is much above than an average score.

Table 4.32: Social Media Presence


Sr. No. Characteristics Frequency Percent
1 Yes 30 100.00
2 No 0 0.00

When surveyed about the social media presence of institutes, all institutes were found of
having their existence on some social media sites.
Table 4.33: Focus of Marketing Efforts on Social Networking Platforms
Ratings
Not at all
Category Very Focused Focused Somewhat Focused Mean
Focused
4 3 2 1
Facebook 22 6 2 0 3.67
Twitter 16 4 4 6 3.00
Google+ 6 5 7 12 2.17
LinkedIn 7 5 5 13 2.20
YouTube 7 9 11 3 2.67

To find out from respondents perspective that how organized their marketing efforts are
on social networking platforms, the researcher has developed and used a ‘four point
scale’ where responses were recorded on ‘Very Focused’ to ‘Not at all Focused’
approach; where (4) being the highest and (1) being the lowest score on response bench.
The researcher has used ‘Mean’ to judge the responses. From the above table it is
observed that marketing efforts on ‘Facebook’ seems to be more organized and focused
from institute-side with 3.67 values of mean followed by ‘Twitter’ with 3.00 values of
mean. ‘Google+’ and ‘LinkedIn’ are observed as the least focused social networking
platforms from management institutes’ perspective.

Table 4.34: Special Budget for Marketing through Social Media


Sr. No. Characteristics Frequency Percent
Less than 5% (9)
1 Yes 5 to 10% (5) 17 56.67
10 to 25% (3)
2 No - 13 43.33

Above table presents data about availability of budget for marketing through social
media. Out of 30 institutes, 13 institutes have acknowledged of having no budget for
marketing through social media. And out of remaining 17 institutes, 9 have
acknowledged of less than 5 percent of total marketing budget for social media followed
by 5 institutes of having budget between 5 to 10 percent. Merely, 3 institutes have budget
share ranging between 10 to 15 percent for marketing through social media.
Table 4.35: Objectives of Using Social Media
Sr. No. Characteristics Frequency Percent
1 Student acquisition 28 93.33
2 Ongoing engagement 24 80.00
3 Institute awareness 30 100.00
4 Conversion 17 56.67
5 Student support 19 63.33

Table 4.33 presents record on purpose of using social media by management institutes.
From the above data it is observed that the main purpose of social media is to spread
awareness followed by student acquisition. Ongoing engagement of students is also seen
as the main purpose of social media use by management institutes. However, institutes do
not agree on the purpose of conversation or student support with social media.

Table 4.36: Tenure since Using Social Media Marketing


Sr. No. Characteristics Frequency Percent
1 1 – 3 months 1 3.33
2 4 – 8 months 3 10.00
3 9 – 12 months 7 23.33
4 1 – 2 years 12 40.00
5 2 – 5 years 7 23.33

From the above table it is observed that more than 60 percent of institutes are using social
media marketing since more than 1 year. There are 7 institutes who are using social
media marketing since 9-12 months followed by 3 institutes who are using it since 4-8
months. Merely one institute is observed of using social media marketing since one
month of response taken.

Table 4.37: Monitoring of Social Media


Sr. No. Characteristics Frequency Percent
1 Yes 27 90.00
2 No 3 10.00

Out of the total respondents, 27 institutions acknowledged of having monitoring system


for social media marketing, which constitutes to 90 percent of response. However, 3
institutions have no mechanism to monitor social media marketing.
Table 4.38: Frequency to Create New Social Media Content
Sr. No. Characteristics Frequency Percent
1 Hourly 0 0.00
2 Daily 6 20.00
3 Weekly 10 33.33
4 Monthly 10 33.33
5 Quarterly 4 13.33
6 Never 0 0.00

Above table presents data on frequency to generate new social media content by the
institutions. From the above data it is observed that majority of institutions prefer to
generate content either weekly or monthly basis. Only 6 institutions have frequency to
generate new social media content on daily basis. Even 4 institutions do it on quarterly
basis. None of the institution has seen creating content on hourly basis.

4.39: Purpose of Content on Social Media


Sr. No. Characteristics Frequency Percent
1 To publish notices / announcements 13 43.33
2 To advertise institute 30 100.00
3 To gain feedback from students 21 70.00
4 To engage (in conversation) with students 19 63.33
5 To showcase college activities 30 100.00
6 For business to business purposes linkage 8 26.67

Motives on purpose of content on social media differ from institute to institute. The
primary purpose of content on social media by all institutes is observed as to advertise
institute and to showcase college activities. Another main purpose behind social media
content is observed as to gain feedback from students and to engage them in
conversation. Business to business linkages and publishing notices are not seen as
objectives of content on social media by management institutes.
Table 4.40: Perception on Social Media Marketing
Ratings Weighted
Category Mean
5 4 3 2 1 Total
Effective for brand Frequency 17 7 4 2 0
129 4.30
awareness Weight 85 28 12 4 0
Revolutionized the Frequency 15 5 5 3 2
118 3.93
marketing Weight 75 20 15 6 2
Frequency 17 7 4 2 0
Effective for advertising 129 4.30
Weight 85 28 12 4 0
Frequency 20 3 4 2 1
Great tool to connect 129 4.30
Weight 100 12 12 4 1
Frequency 15 7 4 2 2
Builds credibility 121 4.03
Weight 75 28 12 4 2
Frequency 16 6 5 3 0
Attracts prospects 125 4.17
Weight 80 24 15 6 0
Frequency 20 4 4 2 0
Need of an era 132 4.40
Weight 100 16 12 4 0
Achieves competitive Frequency 14 6 6 2 2
118 3.93
advantage Weight 70 24 18 4 2

To find out the perception of management institutes’ on social media marketing, the
researcher has developed and used a ‘five point likert scale’ where responses were
recorded on ‘Strongly Agree’ to ‘Strongly Disagree’ approach; where (5) being the
highest and (1) being the lowest score on response bench. The researcher has used
‘Weighted Total’ and ‘Mean’ to judge the agreements. From the above table it is
observed that institutions consider social media marketing as a need of an era with 4.40
values of mean. Institutions also consider social media as an effective tool for brand
awareness, advertising and to connect with people with each 4.30 values of mean.
However, less significantly institutions believe that social media marketing has
revolutionized marketing and it neither significantly helps to get competitive advantage.
Nevertheless, the calculated mean for even these two elements are above an average.
Table 4.41: Perception on In-Class Usage of Social Media
Ratings Weighted
Category Mean
5 4 3 2 1 Total
Facilitates interaction with Frequency 4 5 9 6 6
85 2.83
peers Weight 20 20 27 12 6
Allows the exchange of Frequency 2 6 12 5 5
85 2.83
information with peers Weight 10 24 36 10 5
Frequency 2 2 10 8 8
Useful teaching tool 72 2.40
Weight 10 8 30 16 8
Frequency 7 6 7 5 5
Easy to reach students 95 3.17
Weight 35 24 21 10 5
Helps teachers to learn more Frequency 6 6 8 5 5
93 3.10
about class Weight 30 24 24 10 5
Improves students' satisfaction Frequency 3 6 11 6 4
88 2.93
with collaborative learning Weight 15 24 33 12 4
Better than face-to-face Frequency 2 2 8 10 8
70 2.33
learning environment Weight 10 8 24 20 8

Table 4.39 presents perception of institutes on in-class usage of social media. To find out
the perception of institutes on in-class usage of social media, the researcher has
developed and used a ‘five point likert scale’ where responses were recorded on
‘Strongly Agree’ to ‘Strongly Disagree’ approach; where (5) being the highest and (1)
being the lowest score on response bench. The researcher has used ‘Weighted Total’ and
‘Mean’ to judge the agreements. From the above table it is observed that institutions
consider social media as a tool which facilitates to reach to students. Moreover, institutes
have acknowledged that with the help of social media, teachers find it helpful to learn
about class. However, institutes do not find social media as a useful teaching tool. Also
management institutes do not find social media is a tool better than face-to-face learning
environment.
Table 4.42: Measurement of success of Social Media Marketing
Sr. No. Characteristics Frequency Percent
1 Followers/likes 25 83.33
2 Re-tweets 19 63.33
3 Comments 23 76.67
4 Downloads 11 36.67
5 Share of conversation 15 50.00

Management institutes follow several measurement techniques to determine success of


social media marketing. Followers or likes to particular post is amongst most popular
ways to determine success of social media marketing followed by comments as a
determinant. Share of conversation or downloads are not the common determinants to
measure success of social media marketing among management institutes.

Table 4.43: Ranking as per Usefulness to Promote Institutes’


Most Preferred to Least Preferred
Category
1 2 3 4 5
Count 22 5 3 0 0
Facebook
Percent 73.33 16.67 10.00 0.00 0.00
Count 4 10 13 2 1
Twitter
Percent 13.33 33.33 43.33 6.67 3.33
Count 4 9 10 5 2
LinkedIn
Percent 13.33 30.00 33.33 16.67 6.67
Count 0 3 2 15 10
YouTube
Percent 0.00 10.00 6.67 50.00 33.33
Count 0 3 2 8 17
Google+
Percent 0.00 10.00 6.67 26.67 56.67

Above table presents ranking of data on the usefulness of social media platforms from
management institutes perspective. ‘Facebook’ is observed as the most preferred platform
as per usefulness to promote institutes followed by ‘Twitter’ and ‘LinkedIn’. ‘YouTube’
and ‘Google+’ are seen as the least preferred platforms to promote institutes.
3. Summary
Following table represents hypotheses summary:
Table 4.44: Hypotheses Summary
Std. P-
Hypothesis Path S. E. t-Value Remarks
Est. Value
Accepted
Word-of-Mouth → Impression
.227 .079 2.883 .000* Alternative
Management
Hypothesis
Accepted
Social Impact → Impression
.643 .069 9.334 .000* Alternative
Management
Hypothesis
Accepted
Social Engagement → Institute
.411 .069 5.956 .000* Alternative
Branding
Hypothesis
Accepted
Impression Management →
.387 .060 6.450 .000* Alternative
Institute Branding
Hypothesis
CHAPTER IV – FINDINGS AND SUGGESTIONS
1. Findings of the Study
2. Suggestion
1. Findings of the Study
1. The type of research involved in the present study is of descriptive in nature and
the primary data are collected through structured questionnaires meant for two
separate type of respondents; one for the students pursuing graduate and post-
graduate courses and who have been involved in exchanging their ideas, beliefs,
thoughts and life incidences with their peer group and those associated in the
network particularly through social media sites or internet; other, for the
management institutes functioning in Pune area and conducting management
courses affiliated to the University of Pune.

2. Total 522 respondents from students’ category aspiring to take up management


courses for their further education have been considered for this study. [Ref:
Table 4.3]

3. The sample size contains 306 male students and 216 female students who are
currently pursuing their under-graduate courses and aspire to extend by pursuing
management courses like MBA, MCA, MMM, MPM, MMS etc.[Ref:Table 4.3]

4. All the 522 respondents belong to the age group ranging from 20 to 23 amongst
which the portion in their 21 year age-group leads over others. [Ref:Table
4.3]The courses these respondents pursuing are B. Com, / B.A., / BBA, / BBM, /
B. Sc., / B.E., / B. Tech and / others. [Ref: Table 4.3]

5. Around 52 per cent respondents come from unitary family structure whereas
remaining 48 per cent come from joint family structure. [Ref:Table 4.3]

6. The highest number of respondent students within sample size comes from the
family earning more than Rs. 50000/- monthly income. Overall, about 60 per cent
respondents are members of those families who have more than Rs. 40000
monthly income.[Ref:Table 4.3]
7. It has been noted during analysis of the data that around 94 per cent respondents
have registered themselves on the Facebook site which is also the highest
preferred social medium for this younger generation. The second preferred social
media is Google+ where around 40 per cent of the respondents go for
communication. Twitter, YouTube and LinkedIn are the social media used by the
comparatively less number of respondents. [Ref:Table 4.4]

8. The researcher wanted to know for what period are the respondents dealing with
various social media sites. It has been observed that around 43 per cent
respondents have been using social media site/s from more than two years and are
still using them. Whereas 30 per cent respondents have been using social media
sites from previous one to two years. This also indicates that almost 73 per cent
students are habitual users of social media for last two years, a period when they
did pass out their higher secondary education of first year of the under-graduation.
This also reveals the fact that respondents were familiar with the social media
during their age group of 18 or 19. About 27 per cent of the respondents were
found using social media from previous one year or less than one year.[Ref:Table
4.4]

9. The researcher was interested in knowing the usage of social media by the
respondents in terms of the hours per week spent on the social media sites. The
result showed that about 34 per cent respondents used to spend 5 to 10 hours per
week on using social media sites. This was followed by the 28 per cent
respondents who spent less than 5 hours a week on social networking. About 24
per cent respondents used to spend 11 to 15 hours per week on social networking.
Whereas 13 per cent of the respondents were spending more than 15 hours a week
on social networking.[Ref:Table 4.4]

10. The study also revealed that almost 39 percent respondents were seen engaged on
the social networking for less than an hour daily. 33 per cents were found engaged
on social networking for 1 to 3 hours a day. 23 per cent respondents were seen
getting engaged on the social media for a period of 3 to 5 hours in a day.
However, around 6 per cent respondents were engaging themselves on the social
networking for more than 5 hours in a day. [Ref:Table 4.4]

11. Weekends and holidays are such days where other routine activities like
classroom lectures and other college programs are not regularly performed. As a
result of this, students have good deal of time in their hand that they can spend as
per their choice. The research wanted to find out if these respondent students use
their leisure time in engaging themselves on social networking. The result
revealed that almost 38 per cent respondents spent 1 to 3 hours maximum during
weekends and holidays on social networking. Even 31 per cent respondents spent
less than 1 hour on internet to browse the social networking. 25 per cent spent 3 to
5 hours on social networking. Very few, that is amounting to 6 per cent
respondents used to spend more than 5 hours during the weekends and holidays
on social networking. This also indicates that the respondents did not like to
simply communicate through internet on weekends and holidays. They rather
preferred to utilize these days for other purposes. [Ref:Table 4.4]

12. The researcher has attempted to know the usage pattern of social media for
friends of the respondents. In this sense, the researcher tried to find out as to how
many friends of the respondents were using social media sites. The result
indicated that more than 110 friends of about 61 per cent of the respondents (317
respondents out of 522) each were using social media sites. About 20 per cent of
the respondents revealed that their friends’ number on the social networking
ranged from 81 to 110. Taking these figures into consideration it is noted that
only 19 per cent respondents’ less number of friends are using social media sites.
[Ref:Table 4.4]

13. Normally, the social networking sites are used by the users for the purpose of
communicating with friends, family members, and those who stay at a longer
distance. Similarly, by virtue of its nature, the social networking sites also
facilitate the users to connect themselves with the strangers. The researcher
wanted to find out the purpose of using social networking sites by the
respondents. The result of the analysis points out that the social networking sites
are mostly used by the respondents to communicate with those who stay far away.
This is perhaps because interacting on social networking sites has been considered
and proved to be the most cost-effective medium for this purpose. Surprisingly,
these networking sites are highly used for the purpose of interacting with the
unknown public. People get to know more about the strangers while
communicating with them; thus making them the members of the networking
community. Of course, the majority of respondents have been using social
networking sites for keeping in touch with their friends and close friends.
Respondents also have access to communicate with their family members through
social networking sites. Site like Facebook is widely used to keep in touch with
relatives and family members. A good amount of information is shared through it.
Being an educational hub, a large number of students come from various places of
the state and nation to Pune for various courses. Social networking sites have been
used to keep frequent touch with the relatives. Students are seen taking optimum
advantage of these sites. [Ref:Table 4.5]

14. It has been found that people use social networking sites for various purposes.
The researcher has identified certain areas in this regard by discussing with the
concerned students in person. The major use of social networking sites that the
respondents seemed to do was to post their individual updates. This fact has been
revealed in Likert scale applied on the relevant data. The second most widely
application of social networking sites was observed to post and communicate with
friends/family. Thirdly, these sites have been used for the purpose of keeping
professional activities and updates. However, the respondents also were seen
using social networking sites for other purposes like sharing the information,
shopping, putting across opinions and getting feedbacks, sharing and / or
reviewing product reviews and lastly accessing information. [Ref:Table 4.6]
15. There are specific activities performed by the respondents on the social
networking sites. These include sharing of details like emails, home town address,
mobile numbers, photos of self as well as others, expression of views on political
scenario and incidences, expressing relationship status of the individuals, and
instant messenger address among others. The researcher has found that the highest
number of respondents was keen to post and share their photographs of different
occasions. This was followed by those who shared the information of their home
towns. This reveals that apart from individual activities, people also like to share
the place where they come from. This shows love for their native places. Email
sharing and relationship status have also been seen as the most preferred activities
respondents were involved in whenever they used social networking sites. A very
few of them were found to express their views on political scenario. It may
indicate that either they did not want to express their views directly to make them
public or they have less interest in such areas. Looking at their age group, they are
more inclined towards exposing themselves than to devote on national front.
Expression on politics thus is the least thing the respondents were seen doing. In
fact, sharing mobile phone numbers was the activity that was not much popular on
social networking sites. [Ref:Table 4.7]

16. The main objective of the present study was to find out if the social networking
sites could be used as the medium for getting information of various institutions
and colleges for the students desirous to go for further studies. In this regard, the
researcher has attempted to find out the major points the respondents think vital
while selecting the appropriate Institute / College for post-graduate study. The
points were incorporated in the questionnaire and the following results were
recorded:
a. The highest number of respondents was most sensitive about the events being
conducted on campus in particular institutes. The preference was thus given to the
co-curricular and extra-curricular activities which were conducted in institutes.
The differentiation in institutes was made on these grounds. Most active institutes
in this regard were highly preferred for admissions.
b. This was followed by the social life and quality of teaching that was considered to
be crucial by the respondents in view of the institute selection.
c. A fee was the next crucial point for consideration of a particular institute.
d. Image and the location of a particular college or University were given equal
weightage during selection process.
e. This was followed by the placement track of the institutes.
f. Further hierarchy in choice was given to academic facilities, flexibility in study
mode, wide choice of subjects / courses on the institute platter, campus safety and
security, alumni network, and accommodation / hostel facility on campus L
g. Sports facility was considered to be the least preferred choice in selecting the
institute / college for further study.[Ref:Table 4.8]

17. The respondents were found using various types of sources to get information of
the institutes and colleges. Printed brochures of the respective institutions were
given highest preference. Word-of-mouth and social media was second highly
preferred source. This was followed by references, advertisements, institute
websites and ranking media. [Ref:Table 4.9]

18. The researcher has selected five widely used social networking sites to find out
which social website is used most for what purpose.
Searching the information about PG Institutions
a. During the analysis of the data, it was noted that respondents used LinkedIn site
most for the purpose of searching the information about PG Institutions.
b. Their second preference in this category was Facebook site.
c. The respondents further preferred other sites like YouTube, Twitter and Google+
respectively in hierarchy of choice.

Knowing the application procedure of the institutes


a. LinkedIn and Twitter have been most preferred sites for getting information on
the procedure of applying to the specific institution.
b. This is followed by YouTube where respondents search for knowing the
application procedure of the institutes
c. Facebook and Google+ are the sites which are preferred less comparing to above
sites.

Knowing the type of contents of the PG institutes


a. Twitter and Facebook have been most preferred sites for getting information on
the type of Content about the specific PG Institutions.
b. YouTube was next preference to know the type of contents.
c. LinkedIn and Google+ were given last preference in this category.
[Ref:Table 4.10]

19. Validation of Hypotheses:


a. The results of the study indicate a direct and positive relationship between word-
of-mouth and impression management, and provided support for H1. [Ref:Table
4.23]
b. Results of the study confirming the positive relationship social impact and
impression management, hypothesized in H2. [Ref:Table 4.24]
c. H3 predicted a direct and positive relationship between social engagement and
institute branding.[Ref:Table 4.25]
d. The results of the study indicate a direct and positive relationship between
impression management and institute branding, and provided support for
H4.[Ref:Table 4.26]

20. An attempt was made through this study to find out if the Management institutes
were frequently using the social media marketing applications for various
purposes. Total 30 institutes offering various management courses were taken into
consideration for this purpose. Majority of the Institutes i.e. up to 93 per cent
were having M.B.A. as the leading course in their offerings. Of the 30 institutes
under study, 10 were offering M.C.A. whereas MMM, MPM, MMS and such
other courses were offered by a few of them. [Ref: Table 4.27]
21. Institutes were asked to evaluate themselves in terms of market leadership. It was
noted that 40 per cent of the respondent-institutions were considering themselves
to be the market leaders in Pune region. Equal number of institutes was
considering themselves to be the challenger brands likely to emerge as the market
leaders in short time, whereas remaining 20 per cent did not claim high. They
accepted that they were follower brands. [Ref: Table 4.28]

22. Whether the institute is small or big, each one of them is providing market
resources and budget for marketing purpose. It was observed that about 27 per
cent respondent-institutions were providing excessive budget than the average
ones. 33 per cent of the total respondent-institutions thought that they were
providing average budget for marketing purpose. 40 per cent revealed that they
were not able to provide even average budget. Their market resource budget was
below average ones. [Ref: Table 4.29]

23. It was revealed that all the 30 respondent-institutions were having their own web
sites where they have given detailed information of their institutes. All of them
believed that maintaining the website is appropriate medium of marketing their
institution. [Ref: Table 4.30]

24. All the institutes were checked for their opinions on the importance of the social
media marketing efforts. The data revealed that 53 per cent respondent-
institutions firmly accepted that the social media marketing was highly important
for marketing their institutions. About 27 per cent accepted that social media
marketing was important tool, if not highly important for institutions. 20 per cent
agreed that social media marketing played it role not very prominently, but to
some extent only. It was ultimately revealed that no institutes denied the
importance of social media marketing although the degree of agreement differed.
[Ref: Table 4.31]
25. Irrespective of the difference of opinion on the importance of social media
marketing, each one of the respondent-institutions was having presence on social
media marketing sites. [Ref: Table 4.32]

26. It was specifically noted that 22 institutions of 30 were focusing their marketing
efforts on Facebook, whereas 16 respondents were focusing on Twitter. Google+,
LinkedIn and YouTube were used with less focused as compared to Facebook and
Twitter. [Ref: Table 4.33]

27. Out of the total 30 respondent-institutions, 17 were involved in providing official


budget for marketing through Social Media services. Out of these 17 institutions,
3 of them have made provision ranging from 10 to 25 per cent. 5 of them
provided from 5 to 10 per cent of the total expenditures; whereas 9 institutions
provided below 5 per cent. 13 institutions did not provide any budget for social
media marketing purpose. [Ref: Table 4.34]

28. Respondent-institutions were found using the social media for varied purposes.
About 93 per cent agreed to the fact that they were using social media mainly for
targeting student acquisition. 80 per cent of the total respondents were using this
medium for ongoing engagement. 100 per cent of the respondents agreed that
social media was most instrumental for them all to create awareness about their
institutes amongst the society. About 57 per cent respondent institutes used social
media for converting the enquiries into admissions. 63 per cent were using the
media for gaining student support for their institutes. [Ref: Table 4.35]

29. It was also noted that 40 per cent respondent-institutions were using the social
media since past 1 to 2 years. 23 per cent were found using it since past 2 to 5
years. Another 23 per cent were using social media since past 9 months to 12
months. Others were recent entrants. [Ref: Table 4.36]
30. Almost 90 per cent of the respondents were found monitoring the social media
sites frequently. 10 per cent did not monitor the web sites. This reveals that
institutes understand the importance of monitoring the social media on a large
scale. [Ref: Table 4.37]

31. The institutes using Social Media sites for marketing purpose need frequent
updating of information. 33 per cent of the respondents were found creating new
content on Social Media sites monthly. The equal numbers of respondents were
found adding such contents on weekly basis. 20 per respondent-institutions were
keen in changing the contents on daily basis. 13 per cent were changing the
contents on every three months’ gap. No institution was found creating new
contents on hourly basis. However, the fact remained that all of the respondent-
institutions were creating new contents without fail. [Ref: Table 4.38]

32. Social media was used for varied purposes by the respondent-institutions. 100 per
cent agreed that they used it for advertising purpose. They also agree that they
were using the social media sites for showcasing their activities. 70 per cent were
using it for getting students’ feedback. 63 per cent believed that the social media
sites were used for engaging conversation with their students. 43 per cent revealed
that they were using this media for various announcements and publishing notices
for their students. 27 per cent believed that social media was useful for them to
establish institute to institute linkage. [Ref: Table 4.39]

33. The study attempted to understand the perception of the respondent-institutions in


respect of social media marketing. Most of the respondents agreed that use of
social media for marketing purpose has become the need of the modern era. Most
of the institutes also agree to the fact that social media marketing was perceived to
be effective for brand awareness, it was effective medium of advertising, and it
was also a powerful tool to connect with the world. The institutions further agreed
that social media was useful in attracting prospects for getting admissions. Some
of the institutions perceived the social media that builds credibility. They also
looked at social media as the tool for revolutionized marketing. In short, social
media has been perceived as the most useful way of bringing the institutions to
the limelight. [Ref: Table 4.40]

34. An attempt was made to find out the social media perception for its usage for
class-related activities. The foremost perception was that through social media it
was easy to reach to the students. The next perception was that it helped teachers
to learn more about their class. This was followed by the perception that it helped
in improving students’ satisfaction with collaborative learning process. Further, it
was perceived that it facilitated interaction with the peers, and allowed the
exchange of information with the peers. Next, it was considered to be useful
teaching tool. Finally, some of the respondents perceived social media as the
better option of creating learning environment than face-to-face interaction.
[Ref: Table 4.41]

35. Social media sites allow the clients to use options of expression through likes, or
comments, or re-tweets, or sharing the conversation. The respondent-institutions
evaluate the success of their social media marketing efforts by these means only.
It was learnt that 83 per cent institutions were weighing their success rate on the
basis of followers’ number of the likes they got for their displays. About 77 per
cent weighed their success though comments passed by the readers. 63 per cent
evaluated their success rate on re-tweeting. 50 per cent weighed their success on
the basis of sharing the conversation. 37 per cent were rating their success on the
basis of downloads the prospects might have made. [Ref: Table 4.42]

36. The study revealed the fact that Facebook was the highest ranked medium as far
as the preference of social media for the purpose of marketing was in view. About
73 per cent respondent-institutions have agreed to this statement. Twitter and
LinkedIn followed the Facebook but the most preferred percentage was
considerably low to the tune of 13 per cent for both these social media websites
when compared with Facebook. Google+ and YouTube were found having almost
very less preference when it came to social media marketing.

Findings (w.r.t. Objectives):


1. To study the perception of Social Media and Usage Pattern amongst the
students in Pune City.
Social media has become prominent in today's diverse digital environment.
Undoubtedly, social media is a latest way of communication on the internet. Social
media is a form of interactive communicationbetween persons or groups of persons or
organizations. From the present study, it can be observed that, there are different
social networking sites,which are commonly used by the student community.
Facebook, Google+ and Twitter are seen as the most commonly used social
networking sites among student community. Moreover, it has been also observed that,
majority of students are actively using more than one social networking accounts.
Also it can be observed that, majority (71%) of students has existence on social
networking sites since more than one year. And this represents the apparent image
about social media amongst the students in Pune city.
In the data analysis, it is evident that spending more than 5 hrs a week on social
networking sites is universal among student community. There are 28% respondents
who agreed their handling of social networking sites more than 3hrs per day. Also,
61% of students have more than 100 connections in their social networking accounts
where social networking sites are mainly used to communicate with people that live
far away. This proves the wide acceptance and usage of social media among students
in Pune City.
2. To study the effect of social media for decision making process particularly in the
selection of Management Institutes.
Undoubtedly, social assumes an imperative part in the purchasing procedure. Till late,
promoting considerably affected the buyer basic leadership process. Of course,
informal exchange had a greater and better effect on buyer purchasing choices, yet
pre-social systems, verbal simply didn't travel exceptionally far. Presently, social
media gives informal wings. The effect of social media on mindfulness, brand states
of mind, and social standards is strong to the point that clients are frequently allude to
viral showcasing to uncover strategies expected to animate positive informal.
From the data analysis, it is revealed that social media has seen as one of the
important sources to collect the information about PG institutes by student
community. As per the response, LinkedIn and Facebook are observed as the most
preferred social networking sites for information search about PG institutions.
Moreover, students have also refereed type of content and usefulness of these social
networking sites. From the given data, it has been seen as the role of social media in
decision-making is an important one from students’ perspective. Social media has
empowered the students with access and information. Thus, it can be apparently said
that social media has positive impact on decision making process particularly in
selection of management institutes by student community.

3. To study the perception of Management Institutions regarding the use of Social


Media Channels.
The approach of social media has infiltrated and changed the way clients look for data
as the premise for their buy choices. As the quantity of social media clients raises,
associations are instructed to exploit concerning the rising showcasing channel and
adequately speak with clients. However, with vast number of institutions and
increased awareness of students, management institutions need to rethink their
strategy to manage among others, the marketing communication channel which
includes the social media.
The researcher has performed analysis of 190 management institutions affiliated
to Savitribai Phule Pune University. It has been observed that 111 institutions have
their active presence on at least one social media which is 58% of the total
population. Facebook (76 institutions) and YouTube (64 institutions) are among few
where institutions have noteworthy existence. The data also represented that 35
institutions have their active presence on all five social media i.e. Facebook,
LinkedIn, Twitter, Goggle+ and YouTube. It has been also observed that few
institutions have their active presence on Instagram, Blogs, Pintrest, etc. Today, social
media is extending the remarkable impact of the digital era across a broad range of
functions. And thus, even management institutes have started using social media
channels for marketing functions.

4. To find out whether it is a right time for management institutes to focus more on
social media marketing strategies.
Over the past few years the management education scenario in India is changing
dramatically. There is an apparent change in demand and supply. In India,
management institutes grew up like mushroom and overwhelmed the market. The
obvious ‘mass production’ and release of management graduates in the market
rapidly granted birth to several problems in the form of employability concerns.
Today is the situation where most of the management institutes are struggling to get a
sufficient amount of students. Nowadays, management institutions are taking all
efforts for survival including use of promotional strategies. And thus, it isnot enough
for management institutions to have only institute website but digital storefront must
extends to social media marketing sites like Facebook and Twitter, and it’s time to
start capitalizing on it.
With an existence on social media front, institutes can be benefited with
development of close and personal relationship with existing and future students.
Moreover, as people are receptive to messages on social media, if they are properly
responded by institutes, more students can be attracted towards institute. Also, unlike
the brick and mortar world where institutes need to have massive investment to run
traditional ad campaigns, social media can be seen as the one of the cheapest medium
of communication. Thus, it’s apparent to say that it is a right time for management
institutes to focus more on social media marketing strategies.
5. To evolve a suitable marketing model of Social media for creating brand of
management institutes.
Conceptual model is examined by utilizing auxiliary condition displaying and the
effects of outside builds on inner develop are tried. Likewise exploring the measuring
and basic segment of model judgment is made in view of the wellness lists of the
model. Relationship between construct of the model reads as follows:
1. Word-of-Mouth Communication positively affects Impression Management;
2. Social Impact positively affects Impression Management;
3. Impression Management positively affects Institute Branding; and
4. Social Engagement positively affects Institute Branding.
2. Suggestions
Based on findings, researcher wants to propose following suggestions:
1. Mandatory Presence on Social Media
a. One of the top social networking sites in use amongst the graduate students is
Facebook.So researcher suggests management institutes to focus more on Facebook
page promotion which will help to get more likes on pages and simultaneously it will
help to track requisite information of the right prospectus for future enrollment.
Facebook ad campaign is also significant way to have presence on Facebook which
will enable to increase the brand awareness of the institute.
b. Second Most preferred Social networking site is Google+. Thus researcher
suggestsof having an account on Google+ and suggests to post daily news and
updates in the sites as a result prospectus or current students will feel like engaged
with the institutes and it will also help to promote the activities of the institutes in
greater extent.
c. Researcher would like to suggest of having an account with all social networking
sites like Twitter, LinkedIn,YouTubeetc. This will surely help the institute to
increase the visibility and foster the presence of the institute in social media platform
which is one of the step towards mass media promotion boosting to increase the
brand awareness of institutes.

2. Social Media Marketing Department


As lager numbers of prospectus/students are having presence on social media, one can
call social media as marketplace for the institutes.To gain the maximum advantage of this
market place and to reach the right prospectus, institute should have Planning and
Organizing department which can solely work towards handling the social media
accounts and social media promotion campaign.Study reveals that graduate students are
using social media as a part of professional activity; thus, it would be better to identify
those prospectuses and work upon them to convert them into customer.As every institute
has its own marketing and promotion department for course promotion, researcher
suggests of having specialSocial Media Marketing Department to regulate the social
media marketplace.
3. Social Media Marketing Plan
a. Study reveals that word-of-mouth and social media is second highly preferred source
for collecting the information about the institutes amongst the graduate students, this
indicates the social media potential. Researcher suggests of having appropriate Social
Media Marketing Plan to reach out to the prospectus.
b. Marketing plan should consist of following steps, as:
1. Social Media Goal
2. Selection of Media
3. Social Media Budget
4. Content development
5. Frequency of posting the content
6. Social media analytics
7. Approaching the right prospectus by understanding their social media
behavior/updates
8. Follow-up of the prospectus
9. Engaging prospectus into institute updates/promotion
10. Counseling
11. Conversion
c. Right approach towards marketing plan is very necessary to convert the prospectus
into customer. Study also reveals that students are thinking the content posted on
social media has its own credibility; thus, the program like community development
on social media, discussion pages, blogs, contest etc. should be initiated as a part of
Social Media Marketing Plan to increase the awareness of institute and to leverage
the brand identity.
d. Connecting Alumni through Social Media will also help institutions to maintain the
relationship with the passed-out batches.

4. Social Media Marketing Budget


As study reveals that out of 190 institutions under the Savitribai Phule Pune University,
111 institutions have their presence on at least one social media. Acceptance of institutes
towards social media is really significant but the seriousness towards the budget
allocation and dedicated social media campaigning is seen unusual. Researcher proposes
to have yearly budget to be allotted for Social Media Marketing.

5. Researcher also likes to suggest use of Social Media in classroom and learning
activities. Having Social Media review system of feedback system will surely result
positivity to management institutes. Institutes also think for frequent Social Media
research, thus can effectively plan strategies on the same.
CONCLUSION
The internet technology has tremendously transformed the idea of communication the
world over. It has benefited society in exchanging its thoughts, beliefs, ideas and various
types of information at a fingertip and within a fraction of second. It not only facilitates
the individuals in this exchange process but it has proved its worth even in business
sectors, government affairs and the activities of NGO’s. The social media has appeared as
one of the fastest technology useful in marketing various products and services all over
the world. The present study reveals certain facts relating to emerging potential of social
media for marketing of management institutes in Pune city.
There are numerous reasons why the social media is being preferred for the
purpose of marketing of management institutions. At the outset social media encourages
contributions and response from everyone who is willing to do so. It is a bridge that links
the media and the audience. Secondly, on account of its services that is open for all the
feedback and the participation becomes an easy process. The public at large can exercise
their freedom of expression without any hesitation or fear. Thus the social media
encourages voting, comments and share of information. Having a barrier free access and
ease of operation makes the social media the most preferred platform for expression of
thoughts. Thirdly, the social media allows a two way communication facilitating free
conversation. The speed of communication allows the users to communicate effectively.
It creates a social bonding amongst the individuals, homogenous groups and ultimately
the society at large.
The most renowned websites that are widely used as the social media are Twitter,
LinkedIn, Facebook, Google+ and YouTube. The social media has been widely and
freely used in developed and developing countries for various purposes. The renowned
management institutes in these countries are found making use of social media on various
fronts. Harvard University is one such university which is utilizing the social media as
one of their strongest resources. It connects the students, parents and other stakeholders
to share the information and to get feedback from these stakeholders from time to time. It
has been noticed that the Universities like Harvard have been using social media for the
activities related to the pedagogy and also the overall marketing of their courses. The
educational institutional imparting management educations in various countries have also
adopted such type of methodology particularly for marketing their institutions. India is
one such country who is involved in marketing of management institutes through social
media on a larger scale. Social media has become most popular amongst the students
pursuing higher education.
The city of Pune has been known for its quality of education in various streams.
There are more than 200 plus management institutions affiliated to the University of
Pune. Apart from these institutions there are several institutions which are fully
autonomous and their strong presence is felt in this area. On account of higher number of
institutions in the region these management institutes are facing severe competition
particularly in getting students for their courses. As a result of this the management
institutions are applying various strategies to attract the prospective students to their
courses. It has been noted that conventional ways of advertising has lost its charm and
there was a felt need to utilize such medium which is widely and frequently used by the
student community. The management institutions have thus discovered the social media
for marketing their institutions on studying various factors related to their marketing
strategies.
The main advantage of using social media for marketing of management
institutions is that there is easy access to reach to the prospects. Almost all young
students have recorded their active presence on at least one of the major social media
sites. Social media is the platform where these students use their expression of thoughts,
beliefs, ideas and expectations by providing feedback on the information they receive
from various institutions. It is consider as one of the best media for expressing their
reactions. The management institutions use this information to analyses the expectations
of these students and can utilize this feedback for converting prospects into actual
students.
Despite the fact that social media is a better platform to connect with the audience
for marketing the management institutions it has its own limitations. Very few institutes
are observed providing appropriate budget on such media. Moreover, the social media
needs to be updated vary frequently to get better results. A gap in updating may be
detrimental for the very purpose of promotion.
ANNEXURES
Questionnaire (ANNEXURE-1)
The present questionnaire will be used for research study “A Study on Emerging
Potential of Social Media for Marketing of Management Institutes in Pune City”.for
Ph.D in Management under Savitribai Phule Pune University. The present study is meant
purely for academic purpose only. You are requested to respond for all the questions.
(Candidate those who are seeking to pursue higher education degree in the Management
Discipline e.g. MBA, MCA,MMM,MPM,PGDBM,PGDM etc. are requested to fill the
Questionnaire)
==============================================================
1. Name of the Respondent:
________________________________________________
2. Residence (Provide major location – like
Ward):______________________________
3. Gender
a. Male ( )
b. Female ( )
4. Age: _______________ years
5. Education: (Pursuing/Passed)
a. BA ( )
b. B. Com ( )
c. BBA/BBM ( )
d. B.sc ( )
e. BCA ( )
f. BE/BTech ( )
g. Others ( )
6. Family type
a. Unitary ( )
b. Joint ( )
7. Monthly Gross Family Income (INR)
a. 10,000 - 20,000 ( ) 
b. 20,001 - 30,000 ( )
c. 30,001 – 40,000 ( )
d. 40,001 - 50,000 ( )
e. 50,001 and above ( )

8. How familiar are you with Notion “Social Media”?

a)Very Familiar
b)Moderately Familiar
c)Somewhat Familiar
d)Slightly Familiar
e) Not at all familiar

9. Which of the following social networking sites are you member of?
a)Facebook
b)Twitter
c)Linked-In
d)Google+
e) Youtube f)Other(Pls Specify):______________________________

10. Roughly how long have you been using Social Networking Sites?
a. Less than a month ( )
b. 1-6 months ( )
c. 6-12 months ( )
d. 1-2 years ( )
e. 2+ Years ( )
11. Roughly how many hours a week do you spend on Social Networking Sites?
a. Less than 5 ( )
b. 5-10 ( )
c. 11-15 ( )
d. 15-20 ( )
e. More Than 20 ( )
12. Roughly how many hours a day do you spend on Social Networking Sites?
a. Less than 1 ( )
b. 01-03 ( )
c. 03-05 ( )
d. 05-08 ( )
e. More Than 08 ( )

13. Roughly how many hours on weekend/holidays do you spend on Social


Networking Sites?
a. Less than 1 ( )
b. 01-03 ( )
c. 03-05 ( )
d. 05-08 ( )
e. More Than 08 ( )
14. Roughly how many friends in total do you have in all of your Social Networking
Sites?
a. 0-20 ( )
b. 21-50 ( )
c. 51-80 ( )
d. 81-110 ( )
e. More Than 110 ( )

15. Please indicate whom you speak to most using Social Networking Sites.
Particulars Always Often Occasionally Rarely Never
Close friends
Friends
Family
People that live far away
Strangers / people you do not
already know

16. Please state your agreement for the Purpose for which you use Social
Networking Sites.
(5 being highest agreement to 1 being the lowest agreement)
a. To connect and communicating with friends and family
5 4 3 2 1
b. To Post Individual Updates 5 4 3 2
1
c. To access the information 5 4 3 2 1
d. To Share the information with Connections 5 4 3 2
1
e. To Publish the Opinions and receive Feedback 5 4 3 2 1
f. Shopping Purpose 5 4 3 2 1
g. Share/Read Product Review 5 4 3 2
1
h. Professional Activity(Job Search etc) 5 4 3 2 1

17. Please indicate what information you include on your Social Networking Medias?
a. Email ( )
b. Home Town/City ( )
c. Instant Messenger Address ( )
d. Mobile Number ( )
e. Photos of Others ( )
f. Photos of Self ( )
g. Political Views ( )
h. Relationship Status ( )
i. Others (Pls. Specify):
______________________________________________________

18. Please indicate importance of each characteristic below while choosing a


university/college for Post Graduation?
Not at all Not Neutral Important Very
Important Importance Important
Fees
Alumni (Network)
Faculty/Quality of teaching
Events on campus
Wide choice of
subjects/courses
Image of College/
university (Academic
reputation &Prestige)
Academic facilities (e.g.
libraries, Computer
laboratories)
Location of university
/college(Attractiveness of
campus)
Sports Programs
Social life (e.g. music
festivals, dances)
Campus safety & security
On campus housing /
hostels
Flexible study mode (e.g.:
evening classes, use of
computers)
Placement Track

19. Please indicate importance of each of the following sources to collect information
about institute for Post-Graduation?

Not at all Not Neutral Important Very


Important Important Important
Institute Web
Site
Brochures
Word-of-mouth
Social Media
Advertisements
References
Ranking
websites
20. Kindly state your agreement for the following statements.
(5 being highest agreement to 1 being the lowest agreement)

a. I consider Social Media as an important and


daily routine part of my social life 5 4 3 2
1
b. Social Media presents me utmost connectivity
with peers 5 4 3 2 1
c. I am able to get faster feedback from my peers
using Social Media 5 4 3 2
1
d. I feel socially engage through social media platform
5 4 3 2 1
e. Social Media is a good way to disseminate
Information 5 4 3 2
1
f. I trust the information appears on Social
Media 5 4 3 2 1
g. I follow Social Media for purchase decision 5 4 3 2
1
h. Social Media content/Comment from connections
Influence my purchase decision 5 4 3 2 1

21. Have you used social media networking sites for your institute search?

a) Yes b) No

22. Kindly rank the following Social Networking Sites according to your preference
to find information about institute for Post Graduation?(Rank between 1 to 5,
where 5 is being most preferred and 1 being least preferred Social Networking
Medias)
a)Facebook 5 4 3 2 1
b)Twitter 5 4 3 2 1
c)LinkedIn 5 4 3 2 1
d)Google+ 5 4 3 2 1
e)Youtube 5 4 3 2 1

23. Kindly state the general usefulness of following Social Networking sites for your
Institute application/Decision procedure. ?(Rank between 1 to 5, where 5 is being
most preferred and 1 being least preferred Social Networking Medias)

a)Facebook 5 4 3 2 1
b)Twitter 5 4 3 2 1
c)LinkedIn 5 4 3 2 1
d)Google+ 5 4 3 2 1
e)Youtube 5 4 3 2 1

24. Kindly state the usefulness for of type of content of following Social Networking
sites for your Institute application/Decision procedure. ?(Rank between 1 to 5,
where 5 is being most preferred and 1 being least preferred Social Networking
Medias)
a)Facebook 5 4 3 2 1
b)Twitter 5 4 3 2 1
c)LinkedIn 5 4 3 2 1
d)Google+ 5 4 3 2 1
e)Youtube 5 4 3 2 1

25. Do you think institute should have their social media presence? if Yes, Kindly
state the reason

___________________________________________________________________
26. Kindly state your agreement for the following statements.
(5 being highest agreement to 1 being the lowest agreement)
a. Social Conversation influence my decision of
Enrollment in institute 5 4 3 2 1
b. I would like to join my future institute on
Social media networking sites/Messenger 5 4 3 2
1
c. I prefer to contact admission counselor/concern
Admission authority of institute for admission 5 4 3 2
1
d. I join the forum/community discussion related
With institute admission on SNS/Messenger 5 4 3 2
1

27. Kindly state your agreement for the following statements.


(5 being highest agreement to 1 being the lowest agreement)
e. I feel Management institutes having existence on
Social Media are highly Competent 5 4 3 2
1
f. I feel Management institutes having existence on
Social Media are Effective 5 4 3 2
1
g. I feel Management institutes having existence on
Social Media are more Successful 5 4 3 2
1
h. I feel Management institutes having existence on
Social Media are more Trustworthy 5 4 3 2
1
i. I feel Management institutes having existence on
Social Media are into Social Responsibility 5 4 3 2
1
j. I feel Management institutes having existence on
Social Media have Moral Worthiness 5 4 3 2 1

28. Kindly state your agreement for the following statements.


(5 being highest agreement to 1 being the lowest agreement)
a. On Social Networking Sites, I tend to pass along
My institute-related opinions to my contacts

5 4 3 2 1
b. On Social Networking Sites, I lean to seek for opinions
from my contacts regarding management institute
that I intend to opt for

5 4 3 2 1
c. I am likely to recommend an institute to others,
after receiving relevant comments about that institute
on Social Networking sites

5 4 3 2 1
d. I understand an institute better after receiving relevant
Information about it on Social Networking sites

5 4 3 2 1
e. I am likely to change my opinion about an institute,
after viewing a positive or negative comment about it
on Social Networking sites

5 4 3 2 1

Date:
Signature:
Questionnaire (ANNEXURE-2)
The present questionnaire will be used for research study “A Study on Emerging
Potential of Social Media for Marketing of Management Institutes in Pune City”.for
Ph.D in Management under Savitribai Phule Pune University. The present study is meant
purely for academic purpose only. You are requested to respond for all the questions.

========================================================================

1. Name of the Institute:


__________________________________________________________

2. Establishment Year:
___________________________________________________________

3. PG Courses Offered:
a. MBA ○
b. MCA ○
c. MMM ○
d. MPM ○
e. MMS ○
f. Others: ○ (Pls.
Specify:______________________________________________)

4. Total Number of Students:


______________________________________________________

5. Which of the following best describes your institution?


a. the market or category leader ○
b. a challenger brand ○
c. a follower brand ○

6. Which best describes your marketing resources and budget (select one)
a. larger than the category average ○
b. average for the category average ○
c. smaller than the category average ○

7. Does your institution have official website?


a. Yes ○
b. No ○

8. How important is social media to your marketing efforts?


a. Very Important ○
b. Important ○
c. Somewhat Important ○
d. Not Important ○
e. Not at all Important ○

9. Does your institute have Social Media presence?


a. Yes ○
b. No ○
(If Yes, please follow the questionnaire. Others, thank you for giving your precious time
to answer the questions)

10. Which of the following type of Social media Presence (SNS) your Institute have?

a. Facebook
b. Twitter
c. LinkedIn
d. Google+
e. Youtubef.Other(Pls.Specify)

11. Please indicate how focused your marketing is on the following platforms.
(Please circle a rating indicating your perceived level of agreement as 4: Very Focused,
3: Focused, 2: Somewhat Focused and 1: Not at all Focused)
f. Facebook 4 3 2 1
g. Twitter 4 3 2 1
h. LinkedIn 4 3 2 1
i. Google+ 4 3 2 1
j. Youtube 4 3 2 1

12. Do you have any special budget for Marketing through Social Media(SNS) ?
a. Yes
b. No

If Yes, what the percentage of Marketing through Social Media budget contributes to
total budget?
a. Less than 5%
b. 5 to 10%
c. 10 to 25%
d. 25 to 50%
e. 50 to 75%
f. More than 75%

13. What are your primary objectives using Social Media?


a. Student acquisition ○
b. Ongoing engagement ○
c. Institute awareness ○
d. Conversion ○
e. Student support ○
f. Others (Pls. Specify)
______________________________________________________

14. Since when your institute is using Social Media Marketing?


a. 1 – 3 months ○
b. 4 – 8 months ○
c. 9 – 12 months ○
d. 1 – 2 years ○
e. 2 – 5 years ○
f. 5 years + ○

15. Do you currently monitor social media buzz, conversation in Social Networking
Sites?
a. Yes ○
b. No ○

16. How often do you create new social media content?


a. Hourly ○
b. Daily ○
c. Weekly ○
d. Monthly ○
e. Quarterly ○
f. Annually ○
g. Never ○

17. What is the purpose of your content? (Select all that apply)
a. To publish notices/ announcements ○
b. To advertise institute ○
c. To gain feedback from students ○
d. To engage (in conversation) with students ○
e. To showcase college activities ○
f. For business to business purposes linkage ○
g. To increase brand awareness ○
18. Please circle a rating indicating your perceived level of agreement for following
statement.
5 4 3 2 1

Strongly Agree Agree Undecided Disagree Strongly Disagree


a. Social media(SNS) is effective for brand awareness of
An Institution 5 4 3 2 1
b. Social media(SNS) has revolutionized the marketing of
An Institution 5 4 3 2 1
c. Social media(SNS) is effective for advertising an
Institution 5 4 3 2 1
d. Social media(SNS) is great tool to connect with
Students 5 4 3 2 1
e. Social Media(SNS) builds credibility 5 4 3 2 1
f. Social media(SNS) attracts prospects 5 4 3 2 1
g. Social media(SNS) is need of an era 5 4 3 2 1
h. Social media(SNS) achieves competitive advantage
5 4 3 2 1
i. Social networking sites creates great
Alumni Network 5 4 3 2 1
j. Participation in Forum/Community
Discussion in SNS helps for institute image building
5 4 3 2 1

19. Please circle a rating indicating your perceived level of agreement for following
statement.
5 4 3 2 1
Strongly Agree Agree Undecided Disagree Strongly Disagree
a. Using the social media in class facilitates
Interaction with peers 5 4 3 2 1
b. Using the social media in class allows the
exchange of information with peers 5 4 3 2 1
c. Social media is a useful teaching tool 5 4 3 2 1
d. Social media makes it easy to reach students 5 4 3 2 1
e. Using social media helps teachers to learn
more about class 5 4 3 2 1
f. Using social media improves students'
satisfaction with collaborative learning 5 4 3 2 1
g. Collaborative learning experience in the social
media environment is better than in a face-to-face
learning environment 5 4 3 2 1

20. How do you measure success of Social Media Marketing?


a. Followers/likes ○
b. Re-tweets ○
c. Comments ○
d. Downloads ○
e. Share of conversation ○
f. Referrals ○

21. Kindly rank the following Social Networking Medias according to its usefulness to
promote your institution.(Rank between 1 to 5, where 1 is being most preferred and 5 being least
preferred Social Networking Medias)
a. Facebook ( )
b. Twitter ( )
c. LinkedIn ( )
d. Google+ ( )
e. Youtube ( )
Management Institutes’ Status on Social Media Platforms (ANNEXURE-3)
Management Institutes (Affiliated to Savitribai Phule Pune University) Social Media
Presence (mainly Facebook, Twitter, Google, LinkedIn, and YouTube) Statistics
(Extracted from Institute Promotional Websites Links/Tabs)
Where, √= Active Presence on respective Social Media .0=Absence on respective Social Media
Sr. Facebo Google Link You
Name of Institute Twitter
No ok + ed In Tube
1 PUMBA √ √ √ √ √
2 UNIVERSAL COLLEGE OF MGT. √ √ √ 0 0
3 AKEMI √ √ √ 0 0
4 K KWAGH √ 0 0 √ 0
COLLEGE OF HOTEL
MANAGEMENT AND CATERING
5 TECHNOLOGY √ √ √ √ √
ANEKANT INSITUTE OF
6 MANAGEMENT STUDIES √ 0 0 0 √
ARIHANT COLLEGE OF ARTS
7 COMMERCE AND SCIENCE √ √ √ √ √

8 AIMS √ √ √ √ √
9 ASHOKA BUSINESS SCHOOL √ √ 0 0 √
ASHOKA INSTITUTE OF
10 MANAGEMENT AND TECHNOLOGY √ √ 0 0 √
11 IBMR √ √ √ √ √
12 IIBR √ √ √ √ √
13 ICS √ √ √ √ √
14 IPS √ √ √ √ √
VISHWAKARMA INSTITUTE OF
15 MANAGEMENT √ √ √ √ √
16 IST INSTITUTE OF MANAGEMENT √ √ √ √ √
FORESIGHT INSTITUTE OF
17 MANAGEMENT & RESEARCH √ √ √ √ √
18 DR D Y PATIL SCHOOL OF MCA √ 0 0 0 √

19 DYPIM,AMBI √ 0 0 √ 0

20 DYPIMS,AKURDI √ 0 0 √ 0
PADMASHREEDR.D.Y. PATIL
21 INSTITUTE OF MCA √ √ √ √ √

22 DYPIM&R,PIMPRI √ √ √ 0 √
PRAVARA CENTER FOR
MANAGEMENT RESEARCH AND
23 DEVELOPMENT √ 0 0 0 0
G.H. RAISONI INSTITUTE OF MGT &
24 RESEARCH √ √ √ √ √
GRAMODAYA TRUST'S, RAJEEV
25 BUSINESS SCHOOL √ √ √ 0 √
PUNE INSTITUTE OF BUSINESS
26 MANAGEMENT √ √ √ √ √
27 INDSEARCH √ 0 0 0 0
INDIAN INSTITUTE OF EDUCATION
28 AND BUSINESS MANAGEMENT √ 0 √ 0 √
ABACUS INSTITUTE OF COMPUTER
29 APPLICATION √ 0 √ 0 √
30 JSPM ENIAC √ 0 √ 0 √
31 JSPM ABACUS √ 0 √ 0 √
32 JICA √ 0 √ 0 √
33 JIMS √ 0 √ 0 √
34 JIMR √ 0 √ 0 √
35 JSCA √ 0 √ 0 √
K.R. SAPKAL COLLEGE OF
36 MANAGEMENT STUDIES √ 0 0 0 √
PRATIBHA COLLEGE OF ARTS
37 COMMERCE AND SCIENCE √ √ √ √ √

38 MIT SCHOOL OF MANAGEMENT √ √ √ √ √


SMT. HIRABENNANAVATI
INSTITUTE OF MANAGEMENT AND
39 RESEARCH FOR WOMEN √ √ √ √ √
MGV INSTITUTE OF MANAGEMENT
40 AND REASEARCH √ 0 0 0 0
41 IMERT √ √ 0 0 0
NEVILLE WADIA INSTITUTE OF
MANAGEMENT STUDIES &
42 RESEARCH √ √ 0 0 0
MANAGEMENT INSTITUTE FOR
43 LEADERSHIP AND EXCELLENCE √ √ √ √ √
44 MET INSTITUTE OF MANAGEMEN √ √ √ √ √
INSTITUTE OF MANAGEMENT
45 SCIENCE √ √ √ √ √
ASMA INSTITUTE OF
46 MANAGEMENT √ 0 0 0 0
47 IBMRD √ √ 0 √ √
S. B. PATIL INSTITUTE OF
48 MANAGEMENT √ √ √ √ √
CHETANDATTAJIGAIKWAD
INSTITUTE OF MANAGEMENT
49 STUDIES √ √ √ 0 √
S.G.R.E.F'S G.H. RAISONI INST. OF
50 MGT AND RESEARCH √ √ √ √ √
SAIBALAJIINTERNAITONAL
INSTITUTE OF MANAGEMENT
51 SCIENCES √ √ √ √ √
SAMARTH GROUP OF
INSTITUTIONS FACULTY OF
52 MANAGEMENT √ 0 0 0 0
SHIVNERI INSTITUTE OF BUSINESS
53 MANAGEMENT √ √ √ √ 0
INDIRA GLOBAL BUSINESS
54 SCHOOL √ √ √ √ √
INDIRA SCHOOL OF BUSINESS
55 STUDIES √ √ √ √ √
56 INDIRA INST OF MGT PUNE √ √ √ √ √
TIRUPATI INSTITUTE OF
57 MANGEMENT √ √ √ √ √
DNYANSAGAR INSTITUTE OF
58 MANAGEMENT AND REASEARCH √ √ √ √ √
INTERNATIONAL SCHOOL OF
59 MANAGEMENT & RESEARCH √ √ √ √ √
60 SINHGAD BUSINESS SCHOOL √ √ 0 0 √
61 SINHGAD-SIBAR √ √ 0 0 √
62 SINHGAD-SIOM √ √ 0 0 √
63 SINHGAD-SIMCA √ √ 0 0 √
64 SINHGAD-SIBACA √ √ 0 0 √
65 SINHGAD-SAE √ √ 0 0 √
66 SINHGAD-SKNSSBM √ √ 0 0 √
67 SURYADATTA INSTITUTE √ √ √ √ √
68 SURYADATTA INSTITUTE √ √ √ √ √
69 SURYADATTA INSTITUTE √ √ √ √ √
70 SURYADATTA INSTITUTE √ √ √ √ √
SSR INSTITUTE OF MANAGEMENT
71 & RESEARCH √ √ √ √ √
INSTITUTE OF MANAGEMENT
STUDIES, CAREER
72 DEVELOPEMENT& RESEARCH √ √ 0 0 0
VIDYAPRATISHTAN INSTITUTE OF
73 INFORMATION TECHNOLOGY √ 0 0 0 √
INTERNATIONAL INSTITUTE OF
74 MANAGEMENT SCIENCE √ 0 0 0 √
ZEAL INSTITUTE OF BUSINESS
ADMINISTRATION,COMPUTER
75 APPLICATION AND RESEARCH √ √ √ √ √
ZEAL INSTITUTE OF
MANAGEMENT & COMPUTER
76 APPLICATION √ √ √ √ √
INSTITUTE OF MANAGEMENT &
BUSINESS ADMINISTRATION,
77 AKOLE 0 0 0 0 0
78 ADITYAINST OF MGT 0 0 0 0 0
ADSUL'S TECHNICAL CAMPUS,
79 FACULTY OF MBA 0 0 0 0 0
HUTATMAKARVEERCHATRAPATIC
HAUTHESHIVAJIMAHARAJ
INSTITUTE OF MANAGEMENT
RESEARCH AND RURAL
80 DEVELOPMENT 0 0 0 0 0
AKOLETALUKA EDUCATION
SOCIETY'S TECHNICAL CAMPUS,
81 AKOLE 0 0 0 0 0
AISSMS INSTITUTE OF
82 MANAGEMENT 0 0 0 0 0
ALARD INSTITUTE OF
83 MANAGEMENT 0 0 0 0 0
AMRUTVAHINI INSTITUTE OF
MANAGEMENT & BUSINESS
84 ADMINISTRTIO 0 0 0 0 0
POONA INSTITUTE OF
MANAGEMENT SCIENCES AND
85 ENTREPRENEURSHIP 0 0 0 0 0
ASIAN INSTITUTE OF
86 MANAGEMENT STUDIES 0 0 0 0 0
ATHARV INSTITUTE OF
87 MANAGEMENT 0 0 0 0 0
88 ATSSIICMR 0 0 0 0 0
89 ATSSIICMR 0 0 0 0 0
AUREOLE INSTITUTE OF BUSINESS
90 MANAGEMENT 0 0 0 0 0
MOONJE INST. OF MGT AND
91 COMPUTER STUDIES 0 0 0 0 0
CAMP EDUCATION
SOCIETY'S,RASIKLAL M.
DHARIWAL INSTITUTE OF
92 MANAGEMENT 0 0 0 0 0
PRINCIPAL D.B. GADHAVE
93 INSTITUTE OF MANAGEMENT 0 0 0 0 0
SIDDHANT INSTITUTE OF
94 BUSINESS MANAGEMENT 0 0 0 0 0
95 SIDDHANT INSTITUTE MCA 0 0 0 0 0
CHINTAMANI INSTITUTE OF
96 MANAGEMENT 0 0 0 0 0

97 ASIAN SCHOOL OF MANAGEMENT 0 0 0 0 0


DATA SYSTEMS RESEARCH
98 FOUNDATION 0 0 0 0 0
DATTAKALA GROUP OF
INSTITUTIONS FACULTY OF
99 MANAGEMENT 0 0 0 0 0
GLOBAL INSTITUTE OF
100 MANAGEMENT 0 0 0 0 0

101 DYP&IMED VARALE 0 0 0 0 0


DNYANVARDHINIINSTIUTE OF
102 MANANGEMENT STUDIES 0 0 0 0 0
MAHARASHTRA INSTITUTE OF
103 MANAGEMENT 0 0 0 0 0
UNIQUE INSTITUTE OF
104 MANAGEMENT 0 0 0 0 0
DR. M.S.GOSAVI INSTITUTE OF
105 BUSINESS STUDIES 0 0 0 0 0
J.D.C. BYTCO INST. OF MGT.
106 STUDIES AND RESEARCH 0 0 0 0 0
SHRI SAMALDASPRABHUDAS
KOTHARI AND
SHRIMATIGOMATIBENSAMALDAS
KOTHARI INSTITUTE OF
COMPUTER SCIENCE AND
107 TECHNOLOGY MANAGEMENT 0 0 0 0 0
PARIKRAMA COLLEGE OF
108 MANAGEMENT 0 0 0 0 0
MOMENT INSTITUTE OF BUSINESS
109 MANAGEMENT 0 0 0 0 0
INDUS INSTITUTE OF
MANAGEMENT & DEVELOPMENT
110 (IIMD) 0 0 0 0 0
INSTITUTE OF BUSINESS
111 MANAGEMENT AND RESEARCH 0 0 0 0 0
CHHATRAPATISHIVAJI INSTITUTE
OF BUSINESS MANAGEMENT AND
112 REASEARCH 0 0 0 0 0
DR.B.V.HIRAY COLLEGE OF
MANAGEMENT AND RESEARCH
113 CENTRE 0 0 0 0 0
TRINITY INSTITUTE OF
114 MANAGEMENT AND RESEARCH 0 0 0 0 0
RAJARAMBAPU INSTITUTE OF
115 BUSINESS MANAGEMENT 0 0 0 0 0
KASTURISHIKSHANSANSTHA'S
116 INSTITUTE OF MANEGMENT 0 0 0 0 0
117 IMRT 0 0 0 0 0
VEDANTA INSTITUTE OF
118 MANAGEMENT & STUDIES 0 0 0 0 0
119 LOTUS BUSINESS SCHOOL 0 0 0 0 √
INSTITUTE OF MANAGEMENT
120 CAREER COURSES 0 0 0 0 0
INSTITUTE OF MANAGEMENT
121 SOCIAL SCIENCES AND RESEARCH 0 0 0 0 0

S.N.G INSTITUTE OF MANAGEMENT


122 AND RESEARCH 0 0 0 0 0
123 MERC INSTITUTE OF MANAGEMEN 0 0 0 0 0
INSTITUTE OF
MANAGEMENT,RESEARCH AND
124 TECHNOLOGY 0 0 0 0 0
MATOSHRI COLLEGE OF MGT. AND
125 RESEARCH CENTER 0 0 0 0 0

126 AIMS, PUNE 0 0 0 0 0


MAHARASHTRA STATE INST.OF
HOTEL MGT & CATERING
127 TECHNOLOGY 0 0 0 0 0
SAHYADRI INSTITUTE OF
128 MANAGEMENT STUDIES 0 0 0 0 0
IDEAL INSTITUTE OF
MANAGEMENT AND COMPUTER
129 APPLICATION 0 0 0 0 0
BRAHMA VALLEY INSTITUTE OF
130 MANAGEMENT 0 0 0 0 0
NAVJEEVAN INSTITUTE OF
131 MANAGEMENT 0 0 0 0 0
INSTITUTE OF BUSINESS
MANAGEMENT & RESEARCH,
132 CHAKAN 0 0 0 0 0
NATIONAL INSTITUTE OF
133 MANAGEMENT SCIENCE 0 0 0 0 0
NAVSAHAYDRI EDUCATION
SOCEITYS - FACULTY OF
134 MANAGEMENT 0 0 0 0 0
APEX INSTITUTE OF
135 MANAGEMENT & RESEARCH 0 0 0 0 0
NOVEL INSTITUTE OF
136 MANAGEMENT STUDIES 0 0 0 0 0
137 VISHWASATTYA COLLEGE OF MBA 0 0 0 0 0
138 P K TECHNICAL CAMPUS 0 0 0 0 0
139 PSB INSTITUTE OF MANAGEMENT 0 0 0 0 0
PRESTIGE COLLEGE OF
140 MANAGEMENT AND TECHNOLOGY 0 0 0 0 0

141 PAWA SCHOOL OF BUSI.MGT 0 0 0 0 0


PRADNYAA SCHOOL OF BUSINESS
142 MANAGEMENT 0 0 0 0 0
PRAGNYA COLLEGE OF
MANAGEMENT AND COMPUTER
143 STUDIES 0 0 0 0 0

144 PIRENS IBMA 0 0 0 0 0


PIRENS' INSTITUTE OF COMPUTER
145 TECHNOLOGY 0 0 0 0 0
INSTITUTE OF MANAGEMENT AND
146 CAREER DEVELOPMEN 0 0 0 0 0
MODERN INSTITUTE OF BUSINESS
147 MANAGEMENT 0 0 0 0 0
BABURAOGHOLAP MULTIPURPOSE
148 INSTITUTE 0 0 0 0 0
INSTITUTE OF TECHNICAL
EDUCATION RESEARCH &
149 MANAGEMENT 0 0 0 0 0
MAHATMA PHULE INSTITUTE OF
150 MANAGEMEN 0 0 0 0 0
OASIS SCHOOL OF MANAGEMENT
151 STUDIES 0 0 0 0 0
PVG'S LATE GOVINDKASHINATH
PATE(WANI) INSTITUTE OF
152 MANAGEMENT 0 0 0 0 0
153 PVG NASHIK 0 0 0 0 0
RAJA SHIVRAI-NSTITUTE OF
MANAGEMENT AND COMPUTER
154 STUDIES 0 0 0 0 0
RAJGAD INSTITUTE OF
MANAGEMENT RESEARCH AND
155 DEVELOPMENT 0 0 0 0 0
RAJMATAJIJAUSHIKSHANPASARA
156 KMANDAL, ICMR 0 0 0 0 0
PRIDE INSTITUTE OF BUSINESS
157 MANAGEMENT 0 0 0 0 0

158 SVIMS PUNE 0 0 √ 0 √


RAI INSTITUTE OF MANAGEMENT
159 STUDY 0 0 0 0 0
INTERNATIONAL INSTITUTE OF
MANAGEMENT & HUMAN
RESOURCE DEVELOPMENT FOR
160 WOMEN 0 0 0 0 0
ADSUL GROUP OF INSTITTUTIONS
161 FACULTY OF MANGAEMENT 0 0 0 0 0
162 SANKALP BUSINESS SCHOOL 0 0 0 0 0
163 SARHAD COLLEGE 0 0 0 0 0
164 L K PHATAK INSTITUTE 0 0 0 0 0
DR.D.Y.PATIL CENTER FOR
165 MANAGEMENT AND RESEARCH 0 0 0 0 0
PRIN.N.G. NARALKAR INSTITUTE
OF CAREER DEVELOPMENT AND
166 RESEARCH 0 0 0 0 0
MANIKCHANDDHARIWAL
INSTITUTE OF MANAGEMENT AND
167 RURAL TECHNOLOGY, 0 0 0 0 0
SHIVNAGARVIDYAPRASARAKMAN
168 DAL,IOM 0 0 0 0 0
169 SAISINHGAD BUSINESS SCHOOL 0 0 0 0 0
ADHALRAOPATIL INSTITUTE OF
170 MANAGEMENT & RESEARCH 0 0 0 0 0
INSTITUTE FOR MANAGEMENT
171 EXCELLENCE AND DEVELOPMENT 0 0 0 0 0
SAIKRUPA INSTITUTE OF
172 MANAGEMENT 0 0 0 0 0
SHARADCHANDRPAWAR
173 INSTITUTE OF MANAGEMENT 0 0 0 0 0
SHARADCHANDRAPAWARREASEA
RCH INSTITUTE OF TECHNOLOGY
COMPUTER MANAGEMENT AND
174 CAREER DEVELOPMENT 0 0 0 0 0
SHRI DHONDUBALIRAMPAWAR
175 COLLEGE OF MANAGEMENT 0 0 0 0 0
INSTITUTE OF MANAGEMENT AND
176 RESEARCH 0 0 0 0 0
ABHINAV INSTITUTE OF
177 MANAGEMENT 0 0 0 0 0
R.M.DHARIWALSINHGAD
178 MANAGEMENT SCHOOL 0 0 0 0 0
NOBLE INSTITUTE OF BUSINESS
179 MANAGEMENT 0 0 0 0 0
S.N.B.P COLLEGE OF ARTS
,COMMERCE,SCIENCE AND MGT
180 STUDIES 0 0 0 0 0
LEXICON INSTITUTE OF
181 MANGEMENT EDUCATION 0 0 0 0 0
SANTDNYANESHWAR INSTITUTE
OF MANAGEMENT &BUSSINESS
ADMINISTRATION
182 BHANASHIWARE 0 0 0 0 0
SYNERGY INSTITUTE OF
183 ADVANCED MANAGEMENT 0 0 0 0 0
INSTITUTE OF INFORMATION
TECNOLOGY AND
MANAGMENTREASEARCH,SHEVGA
184 ON 0 0 0 0 0
MATRIX SCHOOL OF
185 MANAGEMENT STUDIES, PUNE 0 0 0 0 0
186 UNITY BUSINESS SCHOOL 0 0 0 0 0
INDYANA GLOBAL TECHNICAL
187 CAMPUS 0 0 0 0 0
YASHWANT INSTITUTE OF
188 BUSINESS MANAGEMENT 0 0 0 0 0
SCHOOL OF COMPUTER STUDIES
189 AND REASEARCH 0 0 0 0 0
ALARD INSTITUTE OF
190 MANAGEMENT 0 0 0 0 0
Management Institutes (Affiliated to Savitribai Phule Pune University)Social
Media Presence (Other Than Facebook, Twitter, Google, LinkedIn, and YouTube)
Statistics (Extracted from Institute Promotional Websites Links/Tabs)
Where, 0=Absence on respective Social Media
Sr.No Name of Institute Other
1 PUMBA 0
2 UNIVERSAL COLLEGE OF MGT. 0
3 AKEMI 0
4 K KWAGH 0
COLLEGE OF HOTEL MANAGEMENT AND
5 CATERING TECHNOLOGY PICASA,BLOG
ANEKANT INSITUTE OF MANAGEMENT
6 STUDIES 0
ARIHANT COLLEGE OF ARTS COMMERCE AND PINTREST,SHARE IT
7 SCIENCE TAG
PINTREST,SHARE IT
8 AIMS TAG
9 ASHOKA BUSINESS SCHOOL BLOG
ASHOKA INSTITUTE OF MANAGEMENT AND
10 TECHNOLOGY BLOG
11 IBMR 0
12 IIBR 0
13 ICS 0
14 IPS 0

15 VISHWAKARMA INSTITUTE OF MANAGEMENT


16 IST INSTITUTE OF MANAGEMENT APP
FORESIGHT INSTITUTE OF MANAGEMENT &
17 RESEARCH BLOG
18 DR D Y PATIL SCHOOL OF MCA 0

19 DYPIM,AMBI 0

20 DYPIMS,AKURDI 0
PADMASHREEDR.D.Y. PATIL INSTITUTE OF
21 MCA 0

22 DYPIM&R,PIMPRI
PRAVARA CENTER FOR MANAGEMENT
23 RESEARCH AND DEVELOPMENT 0
24 G.H. RAISONI INSTITUTE OF MGT & RESEARCH BLOG,RAISONI GROUP
GRAMODAYA TRUST'S, RAJEEV BUSINESS
25 SCHOOL BLOG

26 PUNE INSTITUTE OF BUSINESS MANAGEMENT BLOG


27 INDSEARCH 0
INDIAN INSTITUTE OF EDUCATION AND
28 BUSINESS MANAGEMENT 0
ABACUS INSTITUTE OF COMPUTER
29 APPLICATION 0
30 JSPM ENIAC 0
31 JSPM ABACUS 0
32 JICA 0
33 JIMS 0
34 JIMR 0
35 JSCA 0
K.R. SAPKAL COLLEGE OF MANAGEMENT
36 STUDIES 0
PRATIBHA COLLEGE OF ARTS COMMERCE AND
37 SCIENCE RSS

38 MIT SCHOOL OF MANAGEMENT INSTAGRAM ,BLOG

SMT. HIRABENNANAVATI INSTITUTE OF


39 MANAGEMENT AND RESEARCH FOR WOMEN 0
MGV INSTITUTE OF MANAGEMENT AND
40 REASEARCH 0
41 IMERT SKYPE
NEVILLE WADIA INSTITUTE OF MANAGEMENT
42 STUDIES & RESEARCH 0
MANAGEMENT INSTITUTE FOR LEADERSHIP
43 AND EXCELLENCE BLOG
44 MET INSTITUTE OF MANAGEMEN

45 INSTITUTE OF MANAGEMENT SCIENCE TUMBLER,REDDIT


46 ASMA INSTITUTE OF MANAGEMENT 0
47 IBMRD 0

RSSFEED,PODACST,BL
48 S. B. PATIL INSTITUTE OF MANAGEMENT OG
CHETANDATTAJIGAIKWAD INSTITUTE OF
49 MANAGEMENT STUDIES 0
S.G.R.E.F'S G.H. RAISONI INST. OF MGT AND
50 RESEARCH BLOG
SAIBALAJIINTERNAITONAL INSTITUTE OF
51 MANAGEMENT SCIENCES BLOG
SAMARTH GROUP OF INSTITUTIONS FACULTY
52 OF MANAGEMENT 0
SHIVNERI INSTITUTE OF BUSINESS
53 MANAGEMENT 0
54 INDIRA GLOBAL BUSINESS SCHOOL 0
55 INDIRA SCHOOL OF BUSINESS STUDIES 0
56 INDIRA INST OF MGT PUNE 0
57 TIRUPATI INSTITUTE OF MANGEMENT BLOG
DNYANSAGAR INSTITUTE OF MANAGEMENT
58 AND REASEARCH APP
INTERNATIONAL SCHOOL OF MANAGEMENT &
59 RESEARCH INSTAGRAM ,
60 SINHGAD BUSINESS SCHOOL 0
61 SINHGAD-SIBAR 0
62 SINHGAD-SIOM 0
63 SINHGAD-SIMCA 0
64 SINHGAD-SIBACA 0
65 SINHGAD-SAE 0
66 SINHGAD-SKNSSBM 0
67 SURYADATTA INSTITUTE BLOG
68 SURYADATTA INSTITUTE BLOG
69 SURYADATTA INSTITUTE BLOG
70 SURYADATTA INSTITUTE BLOG
SSR INSTITUTE OF MANAGEMENT &
71 RESEARCH 0
INSTITUTE OF MANAGEMENT STUDIES,
72 CAREER DEVELOPEMENT& RESEARCH 0
VIDYAPRATISHTAN INSTITUTE OF
73 INFORMATION TECHNOLOGY 0
INTERNATIONAL INSTITUTE OF MANAGEMENT
74 SCIENCE 0
ZEAL INSTITUTE OF BUSINESS
ADMINISTRATION,COMPUTER APPLICATION
75 AND RESEARCH 0
ZEAL INSTITUTE OF MANAGEMENT &
76 COMPUTER APPLICATION 0
INSTITUTE OF MANAGEMENT & BUSINESS
77 ADMINISTRATION, AKOLE 0
78 ADITYAINST OF MGT 0
ADSUL'S TECHNICAL CAMPUS, FACULTY OF
79 MBA 0

HUTATMAKARVEERCHATRAPATICHAUTHESHI
VAJIMAHARAJ INSTITUTE OF MANAGEMENT
80 RESEARCH AND RURAL DEVELOPMENT 0
AKOLETALUKA EDUCATION SOCIETY'S
81 TECHNICAL CAMPUS, AKOLE 0

82 AISSMS INSTITUTE OF MANAGEMENT 0


83 ALARD INSTITUTE OF MANAGEMENT 0
AMRUTVAHINI INSTITUTE OF MANAGEMENT &
84 BUSINESS ADMINISTRTIO 0
POONA INSTITUTE OF MANAGEMENT
85 SCIENCES AND ENTREPRENEURSHIP 0

86 ASIAN INSTITUTE OF MANAGEMENT STUDIES 0


87 ATHARV INSTITUTE OF MANAGEMENT 0
88 ATSSIICMR 0
89 ATSSIICMR 0
AUREOLE INSTITUTE OF BUSINESS
90 MANAGEMENT 0
MOONJE INST. OF MGT AND COMPUTER
91 STUDIES 0
CAMP EDUCATION SOCIETY'S,RASIKLAL M.
92 DHARIWAL INSTITUTE OF MANAGEMENT 0
PRINCIPAL D.B. GADHAVE INSTITUTE OF
93 MANAGEMENT 0
SIDDHANT INSTITUTE OF BUSINESS
94 MANAGEMENT 0
95 SIDDHANT INSTITUTE MCA 0
96 CHINTAMANI INSTITUTE OF MANAGEMENT 0

97 ASIAN SCHOOL OF MANAGEMENT 0


98 DATA SYSTEMS RESEARCH FOUNDATION 0
DATTAKALA GROUP OF INSTITUTIONS
99 FACULTY OF MANAGEMENT 0
100 GLOBAL INSTITUTE OF MANAGEMENT 0
101 DYP&IMED VARALE 0
DNYANVARDHINIINSTIUTE OF
102 MANANGEMENT STUDIES 0
103 MAHARASHTRA INSTITUTE OF MANAGEMENT 0
104 UNIQUE INSTITUTE OF MANAGEMENT 0
DR. M.S.GOSAVI INSTITUTE OF BUSINESS
105 STUDIES 0
J.D.C. BYTCO INST. OF MGT. STUDIES AND
106 RESEARCH 0

SHRI SAMALDASPRABHUDAS KOTHARI AND


SHRIMATIGOMATIBENSAMALDAS KOTHARI
INSTITUTE OF COMPUTER SCIENCE AND
107 TECHNOLOGY MANAGEMENT 0
108 PARIKRAMA COLLEGE OF MANAGEMENT 0
MOMENT INSTITUTE OF BUSINESS
109 MANAGEMENT 0
INDUS INSTITUTE OF MANAGEMENT &
110 DEVELOPMENT (IIMD) 0
INSTITUTE OF BUSINESS MANAGEMENT AND
111 RESEARCH 0

CHHATRAPATISHIVAJI INSTITUTE OF
112 BUSINESS MANAGEMENT AND REASEARCH 0

DR.B.V.HIRAY COLLEGE OF MANAGEMENT


113 AND RESEARCH CENTRE 0
TRINITY INSTITUTE OF MANAGEMENT AND
114 RESEARCH 0
RAJARAMBAPU INSTITUTE OF BUSINESS
115 MANAGEMENT 0
KASTURISHIKSHANSANSTHA'S INSTITUTE OF
116 MANEGMENT 0
117 IMRT 0
VEDANTA INSTITUTE OF MANAGEMENT &
118 STUDIES 0
119 LOTUS BUSINESS SCHOOL 0
INSTITUTE OF MANAGEMENT CAREER
120 COURSES 0
INSTITUTE OF MANAGEMENT SOCIAL
121 SCIENCES AND RESEARCH 0
S.N.G INSTITUTE OF MANAGEMENT AND
122 RESEARCH 0
123 MERC INSTITUTE OF MANAGEMEN 0

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