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1

ASSIGNMENT

On

Effect of social media on consumer


behavior
M.B.A SEM – 1 ST

DIVISION - A
SUBMITED TO: - Prof. Jayesh patel
SUBMITTED BY:-
1) Chitra acharya (1)
2) Komal bhatt (11)

DATE: - 12th, October, 2013


V. M. Patel Institute of Management
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PREFACE

The key for achievement your goals in life is to work with enthusiasm and you
should have burning desire to learn, to explore, to experience and face challenge in life with
positive attitude.

I am the student of MBA. As a part of curriculum of subject marketing research


methodology I have read many books and search from the internet and get many resources to
prepare our report. Also questionnaire for analysis of Resources, capabilities entrepreneurial
perception.

In writing this report we have drawn vast amount of the information, data from the
various senior persons and simultaneously support by various other people. It gave us an edge for
improving our management knowledge and writing skills and to learn various aspects.

Chitra Acharya (1)


Komal Bhatt (11)
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ACKNOWLEDGEMENT

It was indeed an opportunity for us prepared report on the same during our MBA
program, first sem. Research design management subject.

Preparation such kind of report, requires lots of searching and collecting of data
from many sources like internet, books, and other people. I also thankful to outside support like
to questionnaire and given me their valuable time. During the preparation of this report have read
many books and search from the internet. Also I have taken help from our senior students. We
are very glade to prepare this kind of report.

I would like to thank Mr. Jayesh patel, ass.prof. , who took adequate care & effort
in searching books, magazines, journals, etc. so that we could complete our project smoothly and
well in stipulated timeframe.

Last but not the least: I would like to cite our beloved parents and all my friends for
their and encouragement, support and blessings. These pages could scarcely have been written
without their help.

I express our gratitude to the staff members of V.M. Patel Institute of Management,
who directly or indirectly helped us.
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EXECUTIVE SUMMARY
Our project “effects of social media on consumer behavior” was done so as to
understand the use and effect of social media in developed and developing countries. Through
this project we tried to understand the history of social media.

In this project there is different definition of social media by different authors.


Social media in developed and developing countries has been also explained that in US
Facebook is the top social network in terms of the number of unique users.49% of the
population, and 64% of the online population uses the site (socialbakers.com). 49%of facebook
users are aged between 18 and 34. And in India Facebook is the top social network and is
growing rapidly. The sites membership increase by 166% between May2010 and June 2011.

There is review of Literature and author and title used in this project.

we have discussed about research methods , objectives that Determining different types of
respondents, based on their online activities. and hypothesis related to social media that

• Social media is the in-thing these days.

•Educators are not aware of its importance.

•The youth nowadays is not aware of its educational use.

• Students look out for more innovative ways of teaching.

• Social media can be used for various educational purposes.

And also discussed about the data collection, instrument used and research design and also about
sampling. Scaling has been also explained in this. Figure 3.6 and 3.7 explains the Concepts’
relationship tested target variable and Effects exhibited for the proposed model in studying the
target variable.
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INDEX
Chapter Particular Page no.
Preface 2
Acknowledgement 3
Executive summary 4
1 Introduction 6
1.1 Definition of social media
1.2 Social media and developed countries
1.3 Social media and developing countries
1.4 Purpose and objective of social media
1.5 Summary
2 Review of literature 15
2.1 The development of social media marketing

2.2 Segmentation of social media users


2.3 Summary
3 Research method 18
3.1 Research context
3.2 Hypothesis of the study
3.3 Measurement and research instrument
3.4 Reliability statistic for construct measures
3.5 Data collection and sampling
3.6 Concept relationship tested and target variable
3.7 Effect of studying target variable
3.8 Summary
Conclusion 28
Bibliography 36
6
7

INTRODUCTION:

1.1 Definitions of social media

 Social media consists of various user-driven channels (e.g., Facebook, Twitter, blogs,
YouTube). These channels represent a stark difference from the advertiser-driven (outbound
marketing) push model. As the principal owner of the customer relationship in the firm,
typically, the marketing department is responsible for managing these social media channels.
Although some may argue that the customer relationship is “everyone’s” responsibility in the
firm, the overarching responsibility rests with the marketing department as the champion for the
customer.

- Cheryl Burgess

 Social media is today’s most transparent, engaging and interactive form of public relations. It
combines the true grit of real time content with the beauty of authentic peer-to-peer
communication.

-Lisa Buyer

 Social media is not about what each one of us does or says, but about what we do and say
together, worldwide, to communicate in all directions at any time, by any possible (digital)
means.

-Michelle Chmielewski

 Social media broadly defined consists of any online platform or channel for user generated
content. By this definition, for example, WordPress, Sharepoint, and Lithium qualify as social
media, as do YouTube, Facebook and Twitter. Social media more narrowly defined includes
only channels for user-generated content, as distinguished from platforms, which are referred to
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as social technologies. By this definition, for example, YouTube, Facebook, and Twitter are
social media, and WordPress, Sharepoint and Lithium are social technologies.

-Joe Cothrel

 Social media is digital content and interaction that is created by and between people.

-Sam Decker

 Social media is a shift in how we get our information. It used to be that we would wait for the
paper boy to throw our news on the doorstep (or into the flowers) and we’d read the paper,
front to back, with our morning coffee before going to work. Now we get information, 24/7 and
on the fly, from anywhere. In the more traditional senses, online, on our phones, and through
the social platforms. Social media allows us to network, to find people with like interests, and
to meet people who can become friends or customers. It flattens out the world and gives us
access to people we never would have been able to meet otherwise.

- Gini Dietrich

Markets have become conversations. Social media are the online platforms and locations that
provide a way for people to participate in these conversations. For individuals it is a way to
connect and share content with friends and like-minded people. For businesses it’s a way to tap
into what people are saying about your brand, your product and/or your service, participate in
the conversations, be open to new ideas and then use these insights to make better business
decisions.

-Sally Falkow

 Social media is the tools, services, and communication facilitating connection between peers
with common interests.

-Chris Garrett

 Social media are the online technologies and practices that people use to share content,
opinions, insights, experiences, perspectives, and media themselves. They are media for social
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interaction.You can tell social software because it is no fun to use by yourself – an account with
no friends connected has no value.

-Howard Greenstein

 Social media is an ever-growing and evolving collection of online tools and toys, platforms
and applications that enable all of us to interact with and share information. Increasingly, it’s
both the connective tissue and neural net of the Web.

-Ann Handley

 Social media is a reflection of conversations happening every day, whether at the


supermarket, a bar, the train, the water cooler or the playground. It just allows for those
conversations to reach a broader audience due to digital being a megaphone for scale.

-Sarah Hofstetter
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1.2 Social media in Developed countries:

Social Media platforms in US:

 Facebook is the top social network in terms of the number of unique users.49% of the
population, and 64% of the online population uses the site (socialbakers.com). 49%of facebook
users are aged between 18 and 34.

 Pew researcher center, 13% of Americans online use Twitter . 18% of 18-29 year olds online
use the microbloggings service, up from 9% in November 2010.

 Classmate.com is a site where people can find lost friends.


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Social Media platforms in UK:

 The UK has the fourth highest number of facebook users in the world. 58% of the online
population uses the site( socialbakers.com). 50% of users are aged between 18 and 34.

 You Tube accounts for around 20% of visit to social networking sites in the UK . The UK
ranks third in Europe for the number of online videos watched per viewer.

Almost 15% of the online population (aged 15+) are on linkedin.com. The majority of users of
the site are aged 25+ and they are more likely to be in 30k+ income bracket (linkhumans.com).

Social Media platforms in Canada:

In October 2010, 50% of people in Canada used Facebook.29% of Canadian Facebook users
were aged 18-24 years .

LinkedIn was one of the Canada fastest growing social media platforms in 2010,with 35%
increase in unique visitors.

Older Canadians are becoming increasingly engaged with social media ,with a 35% increase in
unique visitors aged 55+ in 2010.

In February 2011, 67% of Canada total population viewed more than 5.1 billion videos online ,
with the average viewer watching 232 videos .

18% of people in Canada used Twitter in April 2011, with English speaking users averaging
33.4 hours online a week and Franco phones 23.8 hours.
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1.3 Social media in Developing countries:

Social Media platforms in china:

Ozone is hugely popular nick name based social networking site. According to Bshare
Members of the social network are more likely to share content then users of any other site.

Peng you, (meaning friends in English) is a real-name social networking site .It competes with
RenRen, other real name related to facebook .Brand campaigns and Facebook pages are not free
to companies wishing to use RenRen for PR and marketing.

51.com is one of the oldest Chinese social networking sites, which is popular outside of the
major cities.

 Facebook, Twitter, YouTube, Fouesquare and most recently Google+ have been blocked in
China .Chinese equivalent of these sites are favoured.

Tencent Weibo and Sina Weibo are microblogging sites. Whilst Tencent Weibo had more users
on paper, Sina Weibo is seen to more popular, with higher account usage rates . Sina account for
87% of page views in microblogging market.

Social Media platforms in India:

Facebook is the top social network and is growing rapidly. The sites membership increase by
166% between May2010 and June 2011.

LinkedIn launched in India in 2009, and by June 2011 had grown its subscriber base to 10
million. The site is particular popular with younger professionals.

In May 2011, 40% of Orkuts 100 million active users were based in India. Its popularity is
waning, however, as Facebook becomes more prevalent.
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Bharatstudent.com, India’s largest student and youth community platform has recently joined

forces with Facebook. Facebook accounts will be integrated into bharatstudent.com in an effort
to boost the number of users.

1.4 Purpose and Objectives of the social media:

Social media as “media for interaction, using highly accessible and scalable communication
techniques. Social media is the use of web based and mobiles techniques to turn communication
into interactive dialogue”

“We define social network sites as web-based services that allow individuals to (1) construct a
public or semi-public profile within a bounded system, (2) articulate a list of other users with
whom they share a connection, and (3) view and traverse their list of connections and those made
by others within the system. The nature and nomenclature of these connections may vary from
site to site… What makes social network sites unique is not that they allow individuals to meet
strangers, but rather that they enable users to articulate and make visible their social networks…
While SNSs have implemented a wide variety of technical features, their backbone consists of
visible profiles that display an articulated list of Friends who are also users of the system… The
public display of connections is a crucial component of SNSs. Beyond profiles, friends… SNSs
vary greatly in their features and user base… Some have photo-sharing or video-sharing
capabilities; others have built-in blogging and instant messaging technology.”The Internet has
distinct characteristics such as:

- The ability to inexpensively store vast amounts of information at different virtual locations
- The availability of powerful and inexpensive means of searching, organizing, and
disseminating such information
- Interactivity and the ability to provide information on demand
- The ability to serve as a transaction medium
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- The ability to serve as a physical distribution medium for certain goods (e.g. software)
- Relatively low entry and establishment costs for sellers.
One of the advantages of internet is that it enables businesses to reach a worldwide customer
population, so that customers can survey, select, and purchase products and services from
businesses around the world. In particular, peer communication through social media, a new
form of consumer socialization, has profound impacts on consumer decision making and thus
marketing strategies. Consumer socialization theory predicts that communication among
consumers affects their cognitive, affective, and behavioral attitudes.
Social media, especially social networking sites, provide a virtual space for people to
communicate through the Internet, which also might be an important agent of consumer
socialization.
With this research we provide insights to the social media literature and online consumer
behavior, in general, and online socializing and interacting activities users engage with on a
virtual platform, which are interesting for both academics and online marketing practitioners.
This paper provides a literature review of the evolution of social media marketing and
segmentation of social media users from prominent papers, and continues with a primary
research. The aim of this research is to empirically investigate what type of social media users
appreciate and have a positive outlook regarding advertising on social networking websites.
Particularly, we consider a segmentation of social media users regarding their perceived
importance of using social media, and these social media users represent students of “Lucian
Blaga” University of Sibiu, Romania. The responses that will be further explored were gathered
through field research, namely the information was collected directly from respondents via the
internet, from September 17 to November 18, 2011. Finally, in the last section of the paper, we
provide the contributions of the research, the managerial implications, and limitations of the
research.
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1.5 Summary:
As we have noticed that Social media is an ever-growing and evolving collection of online tools.
They are media for social interaction. You can tell social software because it is no fun to use by
yourself – an account with no friends connected has no value. for example, WordPress,
Sharepoint, and Lithium qualify as social media, as do YouTube, Facebook and Twitter. Social
media more narrowly defined includes only channels for user-generated content, as distinguished
from platforms, which are referred to as social technologies. By this definition, for example,
YouTube, Facebook, and Twitter are social media, and WordPress, Sharepoint and Lithium are
social technologies. Social media is digital content and interaction that is created by and between
people.
We have also seen the use of social media in different developed and developing countries like
in US, Facebook is the top social network in terms of the number of unique users while in China
Facebook, Twitter, YouTube, Fouesquare and most recently Google+ have been blocked in
China .Chinese equivalent of these sites are favoured.

UK has the fourth highest number of facebook users in the world while India is growing rapidly.
Purpose for this study is to construct a public or semi-public profile within a bounded system, (2)
articulate a list of other users with whom they share a connection, and (3) view and traverse their
list of connections and those made by others within the system. The nature and nomenclature of
these connections may vary from site to site.

One of the advantages of internet is that it enables businesses to reach a worldwide customer
population, so that customers can survey, select, and purchase products and services from
businesses around the world. In particular, peer communication through social media, a new
form of consumer socialization, has profound impacts on consumer decision making and thus
marketing strategies. Consumer socialization theory predicts that communication among
consumers affects their cognitive, affective, and behavioral attitudes.
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2. Review of literature:

2.1 The Development of Social Media Marketing

In recent years, social networking sites and social media have increased in popularity, at a global
level. For instance, Facebook is said to have more than a billion active users (as of 2012) since
its beginning in 2004 (www.facebook.com). Social networking sites can be described as
networks of friends for social or professional interactions. Indeed, online social networks have
profoundly changed the propagation of information by making it incredibly easy to share and
digest information on the internet .The unique aspects of social media and its immense
popularity have revolutionized marketing practices such as advertising and promotion. Social
media has also influenced consumer behavior from information acquisition to post-purchase
behavior such as dissatisfaction statements or behaviors and patterns of Internet usage .Social
media is ‘‘a group of internet based applications that builds on the ideological and technological
foundations of Web 2.0, and it allows the creation and exchange of user-generated content’’ .
Other functions of social media involve affecting and influencing perceptions, attitudes and end
behavior, while bringing together different like-minded people. In an online environment,
Laroche (2012) pointed out that people like the idea of contributing, creating, and joining
communities to fulfill needs of belongingness, being socially connected and recognized or
simply enjoying interactions with other like-minded members. The much higher level of
efficiency of social media compared to other traditional communication channels prompted
industry leaders to state that companies must participate in Facebook Twitter, MySpace, and
others, in order to succeed in online environments. Thus, more industries try to benefit from
social media as they can be used to develop strategy, accept their roles in managing others’
strategy or follow others’ directions. Social media websites provide an opportunity for
companies to engage and interact with potential and current consumers, to encourage an
increased sense of intimacy of the customer relationship, and build all important meaningful
relationships with consumers especially in today’s business environment when consumer loyalty
can vanish at the smallest mistake, which can additionally have online propagation of their
unfortunate encounter with a particular product, service, brand or company. Some companies are
beginning to take notice of the power of social media. A few corporate social networking
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websites already allow consumers to not only exchange information about products or services,
but also engage in co-creating value in online experiences with offline outcomes, with both
current and potential consumers.

2.2 Segmentation of Social Media Users

Following the general idea that segmentation can leverage a better understanding of consumers’
behavior, and therefore a better targeting, in order to obtain the desired effect of any marketing
activity, several studies have been employed to achieve a segmentation of consumers who
interact online, particularly to examine their online shopping behavior. Vellido et al. (1999)
investigated consumers’ opinion on online purchasing and online vendors that seem to consist of
the underlying dimensions ‘‘control and convenience,’’ ‘‘trust and security,’’ ‘‘affordability,’’
‘‘ease of use,’’ and ‘‘effort/responsiveness.’’ Using these dimensions as a segmentation base
discerns seven segments: ‘‘unconvinced,’’ ‘‘security conscious,’’ ‘‘undecided,’’ ‘‘convinced,’’
‘‘complexity avoiders,’’ ‘‘cost conscious,’’ and ‘‘customer service wary.’’ Starting from
consumers’ motivations to use the Internet, McDonald (1996) segmented the Internet audience as
‘‘avid adventurers,’’ ‘‘fact collectors,’’ ‘‘entertainment seekers,’’ and ‘‘social shoppers.’’ Also,
Brengman et al. (2005) performed a cluster analysis based on seven factors, such as “Internet
convenience “perceived self-inefficacy”, “Internet logistics”, “Internet distrust”, “Internet offer”,
“Internet window-shopping”.
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TITLE AUTHOR YEAR


1. Media as social Silverblatt 2004
institution
2. Social media as Lombardi , Glenn 2013
powerful tool
3. Media- Representation Zhang, Juyan , Swanson , 2006
as CSR Don

4. Media use Kim, Sei-hill 2007


5. Relation between media Sarriera, Jorge, Castella 2012
and perceived social
support
6. Money-going to social Leitch, Danieele, Collins 2010
media
7. Social media global Wittenberg , Leon 2009
market
8. Social media and media Reisenwitz , Timothyh 1999
sensationalism

9. Perception and perceived Tench , Ralph , Bowd , 2007


social media Ryan

10. The Effects of Social Simona Vinerean, Iuliana 2013


Media Cetina, Luigi Dumitrescu &
Mihai Tichindelean
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2.3 Summary:

In this review of Literature we have discuss that in recent years, social networking sites and
social media have increased in popularity, at a global level. For instance, Facebook is said to
have more than a billion active users (as of 2012) since its beginning in 2004
(www.facebook.com). Social networking sites can be described as networks of friends for social
or professional interactions.
A few corporate social networking websites already allow consumers to not only exchange
information about products or services, but also engage in co-creating value in online
experiences with offline outcomes, with both current and potential consumers.
And the title , author and year from which we have research .

3. Research Method:

3.1 Research Context

The present research starts with the problem definition, and in this case, it refers to a detailed
understanding of the customer’s perception and customs regarding the usage of social media,
namely how the students of “Lucian Blaga” University of Sibiu engage on social networking
sites. Furthermore, the objectives and the hypotheses were established, as follows:

3.2 Hypothesis of the study

Objective 1: Determining different types of respondents, based on their online activities.


Hypothesis 1: At least three types of different users of social media will be identified.
Objective 2: Determining different segments of respondents.
Hypothesis 2: At least three clusters of different users of social media will be identified.
Objective 3: Develop a linear model for studying the impact upon positive reaction to online
advertisements
Hypothesis 3: Social media user classification has a great impact in forming a favorable opinion
for online ads.
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3.3 Measurement and Research Instrument

Data collection was achieved by using an online consumer survey. The data was collected with
an online survey targeted at the students of Lucian Blaga University of Sibiu studying for a
Bachelor, Master or Ph.D. Degree. A short description of the survey and a link-address was
posted on the discussion board of the University’s website. All measurement items were newly
formed and were aimed at studying students’ behavior and reactions on social media websites in
order to provide a better understanding of their interactions in an online environment.
Table 1 provides the psychometric properties of the measures.
Considering the fact that the scale items were newly compiled, we measured the reliability of the
scales used to evaluate the internal consistency of the constructs. Reliability is identified by
Cronbach’s alpha with a minimum of 0.70.
3.4 Reliability statistics for the construct measures

Dimension Scale items Measurement of scale

General social media activities Voting on various sites 1:__:__:__:__:__:__:__:__:__: 9

Adding labels or tags to photos online


Contributing to online forums and
discussion groups
Using the RSS feeds service
Contributing or editing wiki articles
Posting of reviews and rating on various
products/ services
Adding comments to various blog posts
Adding comments to other people’s social
media profiles
Uploading videos on YouTube, Vimeo, etc
21

Social media Watching a video online (YouTube, Vimeo, etc.) 1:__:__:__:__:__:__:__:__:__:9


Activities Downloading music
performed on Reading blogs
respondents last visit Updating personal blog
Updating personal Twitter account
Updating Profile on other social networks
Reading reviews and ratings for certain products/service

Trust in Friends and connections Very low trust level


Information Family 1:__::__::__::__::__: 5
from personal very high trust level
sources

Trust in Community moderators Very low trust level


Information Brands’ profiles 1:__::__::__::__::__: 5
from foreign sources very high trust level

Positive reaction to The ads that appear on my profile are Strongly Agree – Agree
Online advertisement relevant for my personal interests and I Indifferent – Disagree –
enjoy seeing them Strongly Disagree
Quite often
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Experience For how long have you been using social 1 – 6 months
Using social media website 6 months – 1 year
Media 1-2 years

2-3 years

More than 3 years

Clicking the ad How many times did you take action based Often

on an advert you saw on social media (in A few times

terms of accessing the site or buying the product)? Never

Log in pattern How would you describe your log in pattern on Always connected

social media sites ? Several times a day

Every three days

Once a week

Occasionally
23

Time spent per On average, how much time do you spend Less than 5 minutes
login session per session on social media sites? 5 - 15 minutes
16 – 29 minutes

30-60minutes
. More than 61 minutes

Concern for I do experience concern regarding the Strongly Agree – Agree –


Privacy confidentiality and privacy of my personal Indifferent – Disagree –

information. Strongly Disagree

Importance of How important do you think social media important – Important


social media is for your social life? Indifferent – Somewhat not

. important – not important at all.

3.5 Data Collection and Sampling

This study implied a primary research which involved getting original data by conducting a field
research. In this case, the information was collected directly from respondents via the internet,
from September 17 to November 18, 2011, and the data analysis is quantitative Also, this paper
is based on an exploratory research whose primary objective is to provide insights into a
marketing phenomenon, namely students’ pattern of using social media and social networking
sites, and particularly in relation to their reaction to advertising in a medium where they decide
and choose the information they engage with. The responses were collected from students from
“Lucian Blaga” University of Sibiu, a higher education institution in Romania. As a sampling
technique, we used the convenience sampling technique which implies a non-probability
24

sampling. The sample size was represented by students of the “Lucian Blaga” University of
Sibiu, Romania in the following proportions: 26.69% (Bachelor degree, first year of study),
18.22% (Bachelor degree, second year of study), 31.36% (Bachelor degree, third year of study),
7.2% (Master degree, first year of study),15.25% (Master degree, second year of study), 0.42%
(Ph.D. degree, first year of study) and 0.85% (Ph.D. degree, second year of study). The sample
size was computed by the formula n= z2*s2 / e2, where z is a known tabular value for a specific
level of significance, s represents the sample standard deviation of the selection variable (number
of students by their year of study and study cycle) and e is the standard error. A confidence level
of 95% was chosen, therefore the z0.95 is 1.96 and the sample standard deviation is s = 28.65
students by their year of study and study cycle. The chosen sampling standard error is e = 3.66
students by their year of study and study cycle. By applying the formula, we have determined a
sample size of n = 235.51 = 236 students. The sampling process was executed by applying an
online questionnaire to 236 students .
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[3.6 Concepts’ relationship tested target variable]


26

[3.7 Effects exhibited for the proposed model in studying the target variable]
27

3.8 Summary:

In this chapter 3 we have discussed about research methods , objectives that Determining
different types of respondents, based on their online activities. and hypothesis related to social
media that

• Social media is the in-thing these days.

•Educators are not aware of its importance.

•The youth nowadays is not aware of its educational use.

• Students look out for more innovative ways of teaching.

• Social media can be used for various educational purposes.

And also discussed about the data collection, instrument used and research design and also about
sampling. Scaling has been also explained in this. Figure 3.6 and 3.7 explains the Concepts’
relationship tested target variable and Effects exhibited for the proposed model in studying the
target variable.
28

CONCLUSION:

Social media is an ever-growing and evolving collection of online tools. They


are media for social interaction. You can tell social software because it is no fun to use by
yourself – an account with no friends connected has no value. for example, WordPress,
Sharepoint, and Lithium qualify as social media, as do YouTube, Facebook and Twitter. Social
media more narrowly defined includes only channels for user-generated content, as distinguished
from platforms, which are referred to as social technologies

A few corporate social networking websites already allow consumers to not only
exchange information about products or services, but also engage in co-creating value in online
experiences with offline outcomes, with both current and potential consumers.
29

Questionnaire:

This questionnaire is a part of the research for a master dissertation related to social networking
in educational sector. The results of this survey will be used for academic purposes only. The
survey is anonymous and does not require any personal details to be submitted.
Estimated time for this questionnaire completion is 5-7 minutes. Aggregated research data will
be available for you upon survey completion.
The research team greatly appreciates your help and support with this research and thanks you
for your valuable contribution!
Get Started!

1. Your gender:
Male
Female

2. Your age:
18-20
21-25
26-30
31-35
More than 35

3. Your country:

4. You are...

a undergraduate student a postgraduate student a recent graduate

5. Area of your studies :


30

6. Average hours of active Internet use per day (please enter number):

7. Do you have your profile on any the following social networking services (multiple choice)
Facebook
LinkedIn
Twitter
Xing
Bebo
Friendster
Youtube
Orkut
Livejournal
Blogger.com
Myspace
Flikr
Vkontakte
Odnoklassniki

8. If you are NOT participating with any of social networking websites, what is the main reason
why?
I don’t have time
It is not interesting for me
I do not want any publicity
It is against my religion
Other (please specify)
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9. How many connections (“Friends”) you have for your SNs profile (on average):
Less than 10
10-49
50 –99
100+
200+

10. How many communities/groups are you a member of?


None
Up to 10
11-50
51+

11. How often do you usually log on to your favourite service(s)?


I’m constantly logged on
Several times a day
Once in a few days
Once a week
Occasionally (less than once week)

12. How much time (on average) do you spend on your favourite social networking site(s) per
session?
Less than 5 minutes
5-10 minutes
11-30 minutes
30+ minutes
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13. Please rate from 1 to 5 how often do you use SN services to:
5 – this is my
1 – do not 2 – use very 3 – use quite primary way
4 – use often
use rarely often to use these
services
Find some
information
Get opinions
Entertain yourself
Socialize
Stay up-to-date with
friend’s life
Share your
experience
Get freebees

14. What is the key reason(s) for you to join a community/group in a social networking service?
It is a relevant, active and interesting community
This will let me stay up-to-date with the community news/updates
I believe this will help me to get new useful connections
I would like to have my say and a membership is required
Other (please specify

15. How often do you participate in professional communities discussions?


I’m a community moderator/group officer
I’m an active participant in terms of comments and discussion topics starting
I’m rather a reader than an active commenter
I do not participate in discussions, just watch communities for updates
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Other (please specify)

16. How often do you check communities for updates?

Daily – I’m subscribed to RSS/have a feed on my profile


Several times a week - while visiting discussions interesting for me
Once a week - as I receive a weekly activity summary
Less than once a week

17. Do you trust information obtained via professional communities?

Yes
Yes if it comes from my friends/connections
Yes if comes from communities moderators
Yes if it comes from company official representatives
No, I’m always critical to such kind of information and check other sources

Other (please specify)

18. Are you a member of any groups/communities related to your college/uni?

Yes, unofficial student groups


Yes, official college/uni profile (page)
Yes, alumni section
No
I don’t know that my college/uni has a profile on any of the networks

19. Would you like to highlight your relationship to your college/uni at your SN profile (s)?
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Yes, I list my college/uni as a place where I am studying/studied


No, I’m not highlighting my place of studies

20. In the last three visits, did you notice any advertising on social networking websites?
Yes
No

21. If you answered NO to the previous question - What is the primary reason(s) you skip the ads
messages?
(please skip this question if you answered YES to the above one)
It is not always clear the message is an ad
It is in the same colour as non-ads messages
It is not in a visible part of the screen on my profile
I’m so used to it I no longer look at the place where it is always placed
It’s completely irrelevant all the time, I no longer notice it
I use a paid account to avoid ads

Other (please specify)

22. Can you consider ads that you see on your profile relevant to your interests?

Yes, most of the time


Occasionally
No, never
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23. How often do you click on the ads you see on your profile?
Often
Rarely
Occasionally
Almost never

24. What is the main reason that makes you click an ad?
It is relevant to what I want/interested in
I’m intrigued by a hint in a promotion
I can get anything FREE
I recognize the brand/company/product
I’m attracted by a celebrity on an ad

Other (please specify)

25. Do you trust information you obtain via social networking websites?
Yes
Yes if it comes from my friends/connections
Yes if comes from professional communities
Yes if it comes from company official profiles/pages
No, I’m always critical to such kind of information and check other sources
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BIBLIOGRAPHY

Book:

Malhotra, n. “marketing research” .personal education

Websites:

www.socialmedia.com

www.proquest.com