Dissertation Report

ON

A Study of the social media browsing and its influence on purchase behavior

Submitted in Partial Fulfillment for the degree

of

Post Graduation Diploma in Management

(Approved by AICTE, Govt. of India)

Academic Session

2017-2019

Submitted to Submitted by

Mr.Mayank Sharma Priya Tewari

Assistant Professor BM-017175

IMS Ghaziabad
 DECLARATION

I, Priya Tewari hereby declare that this project entitled “A study of social media browsing and
its influence on purchase behavior” written and submitted by me under the guidance of Mr.
Mayank Sharma (Assistant Professor), Institute of Management Studies, Ghaziabad for the
degree of PGDM is my original work. The empirical findings & conclusion in the report are
based on the information collected by me during the study and has not been submitted to any
other University or Institute.

I, further declare that the information presented in this project is true and original to the best of
my knowledge.

Place: IMS Ghaziabad Priya Tewari

Date: BM-017175
 CERTIFICATE

This is to certify that Priya Tewari student of Post Graduate Diploma in Management (PGDM)
VI semester has personally worked and has completed her project on “A study of social media
browsing and its influence on purchase behavior” under my guidance with full honesty and
integrity and submitted this project report towards the partial fulfillment of Post Graduation
Diploma in Management at IMS Ghaziabad.

Date: Mr.Mayank Sharma

Assistant Professor

IMS Ghaziabad
 ACKNOWLEDGEMENT

To the many people who made this project possible, I extend my greatest appreciation.

I would like to thank, my Project Supervisor Mr. Mayank Sharma Assistant Professor, IMS
Ghaziabad for his continuous support in my project. He was involved right from the selection
till the completion of the project. During our close interaction, he was always approachable, and
his input and experience was highly valuable in completing the project.

I also express my gratitude to all our faculty members who endured with extraordinary grace and
provided constant encouragement to my best efforts and made this a rewarding experience.

No words are sufficient to express our deep gratitude to our parents for their continuous help,
moral support and encouragement throughout our work.

Finally, I owe my thanks to all the respondents who offered their opinions, suggestions and
critical views throughout the survey which made us constantly update ourselves and come out
with a successful project.

Priya Tewari

BM-017175
 TABLE OF CONTENTS

CHAPTER NO. PARTICULARS PAGE NO.

1 Executive Summary 1
2 Introduction 2-11
3 Literature Review 12-14
4 Objectives 15
5 Research Methodology 16-17
6 Limitations of the study 18
7 Data analysis 19-31
8 Findings and Recommendations 32-33
9 Conclusion 34
10 References 35-36
11 Annexure 36-37
 EXECUTIVE SUMMARY

The customer journey contains a variety of purchasing influencers like product and service
reviews, targeted ads, and of course, social media. most social media browsing sites have
opened their doors to help marketers pursue the social consumer via gamification and special
interactions. social media is a strong influencer in the world of e-commerce. shares and
recommendations of products or services help increase brand recognition, improve buyer trust,
and drive sales..

Though marketers are still using social media to influence purchase decisions and drive sales,
getting consumers to actually complete a purchase while on a social property is no longer a top
priority for most.

New iterations of social commerce continue to evolve. Retail-friendly ad products

and features from the major social platforms are constantly being introduced, influencer
marketing is still a popular tactic, and visual commerce, including video, is becoming more
influential on purchase behavior.

The project titled “A Study of social media browsing and its influence on purchase
behavior” helps us to view the extent of social media browsing that helps consumers in buying
decision. The project was carried out as per the steps of Marketing Research. The well
supportive objectives were set for the study. To meet the objectives primary research was
undertaken. The data collection approach adopted was descriptive research. The instrument used
for the data collection was observation & questionnaire. The target respondents were people
from Delhi and NCR region with the sample size of 100. Tables & charts were used to translate
responses into meaningful information and to get the most out of the collected data. Based on
those tables and charts the inferences have been drawn with peer supportive data.
 INTRODUCTION
In an era where technology prevails, entrepreneurs as well as marketers see the need to keep up
with the fast pace of change or risk being outdated. Gone are the days when a pure-
bricks business model will thrive well in current market scenario. It is practically impossible to
design a marketing strategy without considering social networks. Social media had become
really
important gradient in today’s marketing mix in general and in promotion mix in particular.
Adapting some form of marketing online through social media is a key node for all businesses,
especially in an industry where trends constantly change such as fashion and handicrafts.
The paper carries out empirical research to understand the effectiveness of social media as a
marketing tool and an effort has been made to analyze the extent social media helps consumers
in buying decision making. In addition strategies have been suggested for maximizing the
effectiveness. Various statistical tests have been applied to support the research hypothesis.

Over the past 40 years, we have experienced a radical shift in how business is conducted and
how people interact. The introduction of personal computers, the Internet, and e-commerce have
had a tremendous impact on how businesses operate and market. The introduction of social
media technology is accelerating and we can expect it to have a similar impact on businesses
now and into the future. As new technologies became available, businesses that learn to use new
technologies gain great benefits. Some of the best-known examples include technology-driven
companies such as Microsoft, eBay, Amazon and Google. In a short span of time, social media
has become one of the most loved mediums for the Indian youths today. Social Media Marketing
is the hottest new marketing concept and every business owner wants to know how social media
can generate value for their business. People are social by nature and collect or share information
that is important to them.

Social Media Marketing

It is about understanding how technology is making it easier for people to connect socially with
their social networks and how your business can profit from that understanding. More and more
of your customers, whether for personal use, business-to-consumer or business-to-business
reasons use social media in every aspect of their daily life.

There is a common misconception that social media and social networking sites (SNS) are two
synonymous terms. Social media are tools for sharing and discussing information. It can be
described as a kind of online media which encourages every member for feedback and
contribution. It is a social instrument of two way communication facilitating the sharing of
information between users within a defined network via web 2.0(O'Reilly, 2005). It involves
online activities in which the user contributes to content creation .This media encourages user
involvement which can be as simple as posting comments or giving votes or as complex as
recommending content to other user on the basis of preferences of people with similar interests
and lifestyle. Thus social media can be described as a broad term inclusive of activities where
people create content, share it, bookmark it and network at a phenomenal rate .On the other hand
social networking sites are a place where in one forms communities of interest to connect to
others. Social networking sites utilize social media technology to connect with people and build
relationships. Social networking sites allow individuals to construct their profile within a
bounded system, share with other users and view and traverse their list of connections and those
made by others within the system (Boyd & Ellison, 2007). It can be thus concluded that social
networking sites are a form of social media. The increasing dependence on technology for basic
communication highlights the importance of analyzing how these networking sites are affecting
daily processes. Anyone including teens and young adults, women, men, affluent consumers, and
older individuals can join a social network site. Once registered the person can begin to socialize
and create his/her own network of friends with common interests or goals .Sites like Face book,
Twitter, LinkedIn are influencing the way users establish, maintain and cultivate a range of
social relationships, from close friendships to casual acquaintances .Consumers today want to be
more informed about products before they make the purchase. Most importantly, social networks
are extremely capable of informing and influencing purchase decisions, as many users now trust
their peer opinions more than the marketing strategists. Customers now have the power to talk
back at the brand and broadcast their opinions of the brand. Therefore, marketers have no choice
but to treat them differently and with greater respect.
Social media networks can be used as an effective tool to promote their services and products for
many businesses.

1- Social media networks include Facebook, Twitter, Google Plus, LinkedIn, and others. They
can all be uses an effective online persona for the company and its brand.

2-It offers a low-cost solution as an effective marketing tool. In essence, there is no simpler and
cheaper way to promote the business than using social media marketing.

3-By simply applying the following methods it is easy to create social media optimization to
increase the company’s brand presence online.

Joining Social Media

The first step in using social media marketing is to join social networks. Choose the ones that are
ideally suited for your specific company.

In all likelihood this will include Twitter, Facebook, and Google Plus. Companies that offer
professional services, like a doctor or dentist are better suited to use Twitter and LinkedIn as
promotion tools.

The first step in deciding which social media marketing sites are most effective is to search for
like-minded individuals residing in an online community. Once found, set up an account using
that community to create your company’s social media bio.

This will be your opportunity to craft an effective short message that highlights specific products
and services your company provides. As part of an effective search media bio, be sure and
include quality content that indicates how your company is a proven leader in the emerging
market.

An effective two paragraph bio that is used to summarize your company can be used to promote
the services and products your company provides, along with the stated mission will maximize
the results.

Become Active
Consider becoming an active member in your social media community. This includes
broadcasting a friendly welcome message directly to every one of your social media network
sites.

This should encourage other like-minded members to begin interacting with your social media
marketing page. Without being pushy, invite many of the other online users to become your
company’s social media friend

Offer Assistance

By offering assistance, you can suggest valuable content found in articles, and websites that will
add significant value to your shared online conversations.

This might include answering questions from other online users, or offering suggestions to their
questions and how they can find the answers through the community of online experts.

By commenting frequently, on your blog and on other popular blogs, you can help develop a
strong online sense of community by interacting with others.

Driving Traffic

The easiest way to increase your online presence is to build inbound links that redirect traffic
from other sites to your social media marketing site.

This needs to be done carefully. Carefully creatively promote your services and products to all of
your captive audience.

Do not spend all of your time simply promoting your products and services, but update quality
content that adds value to your site.
 TYPES OF SOCIAL MEDIA BROWSING SITES

1-FACEBOOK

This is easily the largest social networking site in the world and one of the most widely used.
And, Facebook was perhaps the first that surpassed the landmark of 1 billion user accounts.

Apart from the ability to network with friends and relatives, you can also access different
Facebook apps to sell online and you can even market or promote your business, brand and
products by using paid Facebook ads.

Number of active users per month-1.59 billion approximately.

2-WHATSAPP

Despite having been acquired by Facebook in 2014, this instant messaging platform exists as an
independent entity.

It arrived on the scene much later than Facebook, but has been able to capture the imagination of
millions of people across the world by giving them the ability to communicate and share
instantly with individuals and groups. The WhatsApp call feature is just the icing on the cake!

Number of active users per month: 1 billion approximately

3-WE-CHAT

This is an all-in-one communications app for messaging and calling (similar to WhatsApp) that
enables you to connect with the people of your choice. It was also developed by Tencent in
China and can easily work alongside QQ. As per the BI intelligence report, the number of We
Chat users are fast catching up with the number of WhatsApp users.
Number of active users per month: 697 million approximately.

4-INSTAGRAM
Instagram was launched as a unique social networking platform that was completely based on
sharing photos and videos. This photo sharing social networking app thus enables you to capture
the best moments of your life, with your phone’s camera or any other camera, and convert them
into works of art.
Number of active users per month: 400 million approximately.

5-TWITTER
This social networking site enables you to post short text messages (called tweets), containing a
limited number of characters (up to 140), to convey your message to the world. With the growing
craze for online shopping, Twitter also makes it possible to promote your businesses and even
shop directly through tweets.
Number of active users per month: 320 million approximately.

6-LINKEDIN

LinkedIn is easily one of the most popular professional social networking sites or apps and is
available in over 20 languages. It is used across the globe by all types of professionals and serves
as an ideal platform to connect with different businesses, locate and hire ideal candidates, and
more. It boasts over 400 million members.

Number of active users per month: 100 million approximately

7-YOU-TUBE
YouTube is the world’s largest video-sharing social networking site that enables users to upload
and share videos, view them, comment on them and like them. This social network is accessible
across the globe and even enables users to create a YouTube channel where they can upload all
their personally recorded videos to showcase to their friends and followers
8-GOOGLE+

Owned by the tech giant Alphabet (Google), this interest-based social networking platform
enables you to stay in touch with people by sharing messages, photos, videos, useful links to
sites and so on. It also extends support for video conferencing through Hangouts and allows
businesses to promote their brands and products through Google+ business pages.

Number of active users: 300 million approximately.

 Social Media and Businesses
Social Media Is Changing the Traditional methods of Presence.

The traditional techniques of marketing using print and electronic media along with Internet
marketing and lead generation were used to drive traffic to a business and its website. As search
engine algorithms evolve, website owners have to stay on their toes to make sure their website is
constantly updated with relevant and current information to prevent being devalued in search
results. Today, social media like, Facebook pages, Twitter accounts, and YouTube channels are
being seen as sites in their own right to mark the presence.

Social Media Allows Businesses to Crowd-source Ideas

Before you launch a new product or service, one would like to have some ideas about what
people think about it. So by engaging with prospects and customers via social media, one can
actually ask the fans and followers what colors they prefer or what types of features they want.
Thus one can involve consumers in valuable free market research, by asking their opinions and
can help establish credibility by showing that their opinions matter. After seeing their ideas
becoming a reality, business has more than likely just increased their customer base.

Social Media Allows Business to Be More Transparent

The process of taking a prospect to the point of becoming a customer has slowed down
somewhat due to consumers’ awareness. People want to buy from those companies who have
established credibility and who seem to be totally transparent in their advertising campaigns.
Social media is changing peoples’ opinions of businesses. By providing messages that are open,
transparent, and helpful, social audiences will learn that your business cares about its customers
and potential customers. One can position their company as a valuable resource by simply
sharing information like advice, tips, or just answering questions about the industry.
 Impact of Social Media on Business
Social media is the new buzz area in marketing that includesbusiness,organizations and brands
which helps to create news,make friends,make connections and make followers .Business use
social media to enhance an organizations performance in various ways such as to accomplish
business objectives,increasing annual sales of the organizations.

Social media provides the benefit as a communication platform that facilitates two way
communication between a company and the stakeholders .Business can be promoted through
various social networking sites.Many of the organizations promote their business through
advertising on the social media in order to attract maximum users or customers.Customers can
connect and interact with business on a more personal level by using social media.

If an organizations has established a brand,social media may help thisorganizations to develop

the existing brand and give the business a voice .With the help of social media organization can
make their strategy to promote their organizations.
 INCREASING IMPORTANCE OF SOCIAL MEDIA
Social media have an increasingly broad user base. In 2011 there were over 40
million users in Europe. This number is expected to increase to nearly 110
million during 2012.
Companies are increasingly keen to use social media for business purposes, in
particular, as part of their communication, marketing and recruitment strategy.

However, the legal framework applying to social media is often complicated

and unclear. Social media are subject to a broad range of laws and regulations,
including market practices, intellectual property, privacy, data protection and employment law..
 REVIEW OF LITERATURE

Social Media has a very significant role in furnishing the information to the consumers in much a
faster pace which leads them to decision making. Hence, the present study was designed to study
the impact of social media and its role in marketing. The following were the major efforts at
research in the subject, which have been referred for the research purpose.

1. The study made by Bhagwat and Goutam (2013) is in line with the study done by Jati
and Mohanty (2012) where they assert the need for social networking sites in a business.
They highlight that social technology is connecting people in ways to share information
and other things to each other. From their study they found Facebook to be the leading
Social media networking site. They have also provided with statistical data which shows
that social media sites are growing and providing facilities to both business organizations
and the people. Their reputation in short time is in lieu of their requirement in society for
communication and also for business as well.

2. Likewise, Kumar and Singh (2013) makes the case that how social media as a
marketing communication tool helps in building brand equity and customer relationship.
In their study they have examined the strategy “Live the moment” used in social media
campaign by Maruti Suzuki for its Ritz car to creating awareness and preference for its
car. They found that using social media strategy used became a most successful campaign
by the company and was capable of building a strong brand and strengthen its customer
relationship through social media network. This tool not only stimulated the interest
among its online fans community it also increased the awareness of other stakeholders.

3. Ramnarain and Govender (2013) in their exploratory research work among 150 youths
aged 18- 24 studying at the University of KwaZulu-Natal of Durban, South Africa using
a structured questionnaire found that there exists a relationship among the gender, social
media browsing and purchasing behaviour of the respondents. They also found that social
media browsing has influenced youths purchasing behaviour through three factors, viz.,
important channel for communication, enhanced product and brand choice and spending
power.

4. . Shabnam et al. (2013) observed the boom of social media marketing in their study and
emphasized on the chances available for marketers to develop a personal relationship
with the target population. They have carried out an exploratory research among the
campus youths in Bangladesh to explore the social media networking platforms and
found consumers’ responses toward the social media as a marketing communiqué option
through a pilot study considering brand image, association, awareness, loyalty and
consumer experience as independent variable and social media effectiveness as the
dependent variable, measuring it through klout scores. They also conducted an in-depth
interview to look at the marketers view towards social media usage for brand building
and to ascertain different techniques and practices of social media platforms for brand
building.
5. Valeecha and Reza (2013) tried to analyse how far social media is helping the telecom brands
in Karachi, Pakistan and how consumers are responding to it by identifying those factors that are
crucial for the success of telecom brands. They did an exploratory qualitative research using
primary data collected from 108 social media users, 5 telecom companies and 8 social media
agencies. They conclude from their survey based on the data collected from all the three
perspectives that the active social media users expect companies to be there on social media by
integrating with it the customer relationship strategies and always be ready to interact with the
customers.

6. Bajpai and Pandey (2012) examines how viral marketing as a concept marks its place
through social networking sites. They have taken Facebook for their analysis. They have clearly
put forward that those direct marketers with intelligent strategies for Facebook environment will
definitely taste success. They also highlight upon the offers provided by Facebook for brand
marketers and conclude that there are many things left to learn and marketers are still in the early
stages.

7. In another study by Bajpai et al.(2012) social media marketing: strategies and its impact
highlights on the various social media marketing strategies for small businesses that can take this
viral marketing form beyond the present social media to build the community powerful enough
to make an initiative buying and marketing effective They also compare it with then implications
of traditional means of marketing.

8. Similarly, Bashar et al. (2012) through an empirical research find out the effectiveness of
social media as a marketing tool. They conducted their study among 150 social networkers in
Delhi & NCR region using an online questionnaire method and through a non-probability
convenience sampling method. The researcher finally found that social media as a marketing tool
will be effective only if it provides a concrete and timely information wanted by the consumers
to bridge the gap between the consumers’ expectations and what the consumers actually want.
And recommended that today’s businesses have to be transformed from a transactional
relationship to a social relationship. They have also suggested few steps to attain this goal.

9. Castronovo and Huang(2012) in their study had described the role of social media as an
alternative marketing communication model. The main purpose of their paper was to outline
WOM Marketing, social media and alternative marketing communications as possible
components of integrated marketing communications. Additionally, they have also developed an
integrated alternative marketing communication conceptual model that can be used by industrial
practitioners to assist them in realizing their marketing objectives viz, increase sales, increase
consumer awareness; and increase consumer loyalty, where in all the different components of the
model could be integrated to synergise and achieve success.

10. Jati and Mohanty (2012) emphasized on the recent growth and trends in the Social
Networking Media, for which the presence of marketers in social media is need of the hour.
They focused on the importance of Social Media Marketing to be a crucial element for building
company’s brand and to bring in success. In this article, they have given ten recommendations
for best possible alternative selection for the companies that tend to be working in a global
environment and also highlight on the Reuters’ social media recommendations.
 NEED ,SCOPE AND OBJECTIVES OF THE STUDY
Need of the study

To study about the various social networking browsing sites and its influence on purchase
behavior decision making.

Scope of the Study

The scope of the study has been limited to social media marketing only. The study has been
confined to Delhi & NCR region as this area has greater internet penetration and plenty of
social Network Sites users.

Objective of Study
A)
To examine the extent, social media that helps consumers in buying decision making
B)
To study the gap between consumer expectation from Social media and its performance
C)
To suggest strategies to bridge the gap between expectation and performance to improve its
effectiveness.
 RESEARCH METHODLOGY
RESEARCH METHOD
Types of research method

 The study is based on descriptive research design. A questionnaire has been designed, to
know the point of view of respondent regarding the extent of social media that helps
consumers in buying decision making. First part of the questionnaire contains
information regarding demographics and usage pattern of social media of the respondent.

 Second part has series of close-ended indirect questions which are based on impact of
social media in making consumer buy a product and expectation from such media. The
survey was conducted online through social networking sites and responses of 100 social
networkers were collected. The instrument(questionnaire) was put over Google docs and
the link was sent to users to fill the instrument through various social networking sites
like Facebook, Twitter, LinkedIn, Watsapp etc.

 SAMPLE DESIGN

 Sample Unit: Internet users

 Sample Size: 100
 Sampling Technique: Convenience Sampling
 Target Group: People from Delhi and NCR region.

DATA COLLECTION
“Data sources are the carriers of information.”There are two types of data- primary and
secondary data.
Primary data is collected through surveys and interviews,observations and experiments.
While secondary data sources -books,articles,statistics,and research reports.

 Tools for data collection – The tool that is used for collecting the data is questionnaire
through google doc.
 Data Analysis: Two types of tools are used for analyzing the data-
 Graphical Tools i.e., Microsoft Excel
 Statistical Tools i.e., SPSS
 LIMITATIONS OF THE STUDY

Easy access for hackers to launch spam attacks and commit fraud such as identity theft.
Increases the possibility of people being targeted to online scams resulting in data or records
theft.
Leads to negative feedbacks from employees if they are subjected to legal action for browsimg
illegal,non-permitted web sites.
Leads to diminished productivity if employees are engaged in activities such as updating profiles
and the likes.
Possibilties of photos being uploaded on social media to be misused or altered .
Issues related to privacy if someone hacks the accounts.
 DATA ANALYSIS

AGE

Interpretation:- From the above pie-chart it can be conferred that almost 82 people of the age
group 20-30 yrs have more responses as compared to others.

GENDER

Interpretation:-From the above pie-chart it can be conferred that almost 46 respondents are
male while 46 respondents are female.
OCCUPATION

Interpretation:-In the given pie-chart we can see that out of 100 respondents ,almost 56
respondents are students which is more than others.

1)-Which of the following social media website do you currently have account with?

Interpretation:-In the given data it represents that almost 74 respondents have current account
with facebook ,next 70 respondents are of instagram .

2)-Considering your complete experience with social media websites, how likely are you to
recommend it to your family and friends?
Interpretation:-In the given pie chart it shows 26 respondents are likely to recommend social
media sites to family and friends as compared to others.

3)-In a typical week how likely are you to use social media networking sites?

Interpretation:-In the given data,40 respondents are extremely likely to use social media
networking sites

4)-In a week which of the following social media browsing website do you visit most frequently?
Interpretation:-From the given data,it is interpreted that 64 respondents frequently visit
websites as compared to others.

5)-Has your online shopping surpassed your offline shopping?(in-store shopping)

Interpretation:-In the given data,it shows that 49 respondents thinks that online shopping has
not surpassed offline shopping ,followed by 34 respondents who is in oppose of ths.

6)-Does a social medium influence your purchase decision?

Interpretation:- According to the given chart,34 respondents think social media influences
purchase decision.

7)-What is the purpose of using social media website?

Interpretation:- From the given data it is incurred that82 respondents use social media for
casual purpose as compared to others.

8)-When do you access social media sites?

Interpretaion:-In the given chart ,we got to know that 55 respondents access the sites during
their free time as compared to others.

9)-On an average how much time do you spend in social media?

Interpretation:-From the given chart ,it shows 30 respondents spare their time of 1-2 hours in
using social browsing sites as compared to others.

10)-How often do you use chat app on your social media accounts?
Interpretaion:-From the given data we get to know that 33 respondents use chat app in their
social accounts as compared to others.
 One-Sample Kolmogorov-Smirnov Test

2.Considering
your complete
experience with
social media 3. In a typical
browsing, how week how likely
likely are you to are you to use 10.How often do
recommend it to social media you use chat app
your family and networking on your social
friends? sites? media accounts?

N 100 100 100

Normal Parametersa Mean 6.77 2.57 2.66

Std. Deviation 1.989 .967 1.094

Most Extreme Differences Absolute .156 .232 .182

Positive .104 .168 .167

Negative -.156 -.232 -.182

Kolmogorov-Smirnov Z 1.560 2.318 1.820

Asymp. Sig. (2-tailed) .015 .000 .003

a. Test distribution is Normal.

NPar Tests
FREQUENCIES VARIABLES=@3.Inatypicalweekhowlikelyareyoutousesocialmedianetw
/STATISTICS=STDDEV MEAN

/ORDER=ANALYSIS.

Frequencies

[DataSet1]
 Statistics

3. In a typical week how likely are you

to use social media networking sites?

N Valid 100

Missing 0

Mean 2.57

Std. Deviation .967

3. In a typical week how likely are you to use social media networking
sites?

Cumulative
Frequency Percent Valid Percent Percent

Valid 1 16 16.0 16.0 16.0

2 28 28.0 28.0 44.0

3 40 40.0 40.0 84.0

4 15 15.0 15.0 99.0

5 1 1.0 1.0 100.0

Total 100 100.0 100.0

RELIABILITY
/VARIABLES=@2.Consideringyourcompleteexperiencewithsocialmediabrowsin @10.Howoftendo
youusechatapponyoursocialmediaaccounts
/SCALE('ALL VARIABLES') ALL
/MODEL=ALPHA

/SUMMARY=TOTAL.

Reliability

[DataSet1]

Scale: ALL VARIABLES

Case Processing Summary

N %

Cases Valid 100 100.0

 Excludeda 0 .0

Total 100 100.0

a. Listwise deletion based on all variables in the

procedure.

Reliability Statistics

Cronbach's
Alpha N of Items

.047 2

Item-Total Statistics

Cronbach's
Scale Mean if Scale Variance if Corrected Item- Alpha if Item
Item Deleted Item Deleted Total Correlation Deleted

2.Considering your complete

experience with social media
browsing, how likely are you 2.66 1.196 .029 .a
to recommend it to your
family and friends?

10.How often do you use

chat app on your social 6.77 3.957 .029 .a
media accounts?

a. The value is negative due to a negative average covariance among items. This violates reliability
model assumptions. You may want to check item codings.

FACTOR
/VARIABLES @2.Consideringyourcompleteexperiencewithsocialmediabrowsin @3.Inatypicalw
eekhowlikelyareyoutousesocialmedianetw @10.How
oftendoyouusechatapponyoursocialmediaaccounts
/MISSING LISTWISE
/ANALYSIS @2.Consideringyourcompleteexperiencewithsocialmediabrowsin @3.Inatypicalwe
ekhowlikelyareyoutousesocialmedianetw @10.Howo
ftendoyouusechatapponyoursocialmediaaccounts
/PRINT UNIVARIATE INITIAL KMO EXTRACTION
/CRITERIA MINEIGEN(1) ITERATE(25)
/EXTRACTION PC
/ROTATION NOROTATE

/METHOD=CORRELATION.
Factor Analysis

[DataSet1]

Descriptive Statistics

Mean Std. Deviation Analysis N

2.Considering your complete

experience with social media
browsing, how likely are you 6.77 1.989 100
to recommend it to your
family and friends?

3. In a typical week how

likely are you to use social 2.57 .967 100
media networking sites?

10.How often do you use

chat app on your social 2.66 1.094 100
media accounts?

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .456

Bartlett's Test of Sphericity Approx. Chi-Square 21.832

Df 3

Sig. .000

Communalities

Initial Extraction
2.Considering your complete
experience with social media
browsing, how likely are you 1.000 .935
to recommend it to your
family and friends?

3. In a typical week how

likely are you to use social 1.000 .735
media networking sites?

10.How often do you use

chat app on your social 1.000 .785
media accounts?

Extraction Method: Principal Component Analysis.

Total Variance Explained

Initial Eigenvalues Extraction Sums of Squared Loadings

Compo
nent Total % of Variance Cumulative % Total % of Variance Cumulative %

1 1.432 47.719 47.719 1.432 47.719 47.719

2 1.023 34.100 81.820 1.023 34.100 81.820

3 .545 18.180 100.000

Extraction Method: Principal Component Analysis.

Component Matrixa

Component

1 2
2.Considering your complete
experience with social media
browsing, how likely are you -.344 .904
to recommend it to your
family and friends?

3. In a typical week how

likely are you to use social .856 -.039
media networking sites?

10.How often do you use

chat app on your social .761 .453
media accounts?

Extraction Method: Principal Component Analysis.

a. 2 components extracted.
 FINDINGS
1)-The number of respondents who currently have an account with facebook are more as
opposed to those who use the other social networking sites.

2)-Most of the respondents with a complete experience with social media browsing sites are very
likely to recommend with family and friends.

3)-It is found in the typical week , people moderately use social media networking sites.

4)-Out of all social media browsing sites , instagram is being frequently visited by majority of
respondents next to facebook.

5)-It is been found that majority of the respondents does not agree to the point that online
shopping has surpassed their off-line shopping .

6)-Out of all the factors ,it has been believed that social medium has influenced their purchase
decision.

7)-According to the respondents, mainly the purpose of using media sites is to socialize casually.

8)-Almost all the respondents access their social media sites during their free time.

9)-It is found out that ,respondents spend maximum 1-2 hours on social media sites.

10)-Chat app is moderately been used on social media accounts by the respondents.
 RECOMMENDATIONS
 The digital/social media consumer behavior is fast-growing and largely focuses on
phenomena that are practically relevant and theoretically interesting. It has been
observed how consumers use information (e.g., online ,reviews) available to them in
digital/social media environments. Future research should continue this approach,
although in a more expanded fashion.
 Web site owners need to pay attention to these points and take necessary action to draw
critical mass and allure them to shop online by offering them some discounts if shopped
online.
 Banks also have to play important role,they need to educate as well as encourage their
clients to use their online banking feature more often to grow this service.
 People like to sit home and transact online once they know for sure what they do online is
secure.
 CONCLUSION

In conclusion, business today is being transformed from a transactional relationship to social

relationship.

Marketers job is to provide this information in such a manner that you are viewed in a positive
light, create a positive brand and product reputation, and are selected as their brand of choice.
With the present growth and scale of social networking, we would even be able to buy products
and services through the social medium. The medium is growing very fast and holds huge
potential but is still in its nascent stage in India. Therefore, it is time for the companies to make
effective strategies and execute them to win larger share of business through this revolutionary
medium and become the innovative firm of coming future
 REFERENCES
i. Luth (2016). Social media influences purchasing decisions; Vol. 5,No. 2, pg no. 82-85.
ii. Ramnarain Yavisha (May 2013). Social media browsing and consumer behavior,
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iii. Bajpai & Pandey (2014). International journal of business management .(ISSN 2321-
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iv. Conroy, P., &Narula, A. (2010). A new breed of brand advocates - Social networking
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v. McKinsey. (2007). How companies are marketing Online: A McKinsey Global Survey
vi. Power, D. J. "What is social media?" DSS News, Vol. 11, No. 9, April 24, 2011.
vii. TNS, TRU & Marketing evolution. (2007). Never Ending Friending - A Journey into
Social Networking. Fox Interactive Media, Inc.
viii. Carenzio A (2008). Digital media and youth: social uses of new technologies. University
of Cattolica de Sacro.[online]: www.euromeduc.eu.
ix. Treadaway C, Smith M (2010). Facebook marketing: an hour a day. Wiley Publishing:
Indiana.
x. Universal McCANN (2009). Power of the people: social media tracker
xi. Sheth NJ, Mittal B (2004). Consumer behaviour: a managerial perspective. 2nd ed. South
Western Publishing Company: New Jersey.
xii. Mershon P (2012). 5 social media marketing trends. [Online]:
www.socialmediaexaminer.com
xiii. Kumara R (2008). Social media‟s influence in purchase decision.
xiv. Wang, X., Yu, C., & Wei, Y. (2012). Social media peer communication and impacts on
purchase intentions: A consumer socialization framework. Journal of Interactive
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 APPENDIX
QUESTIONNAIRE

1-Age:-

o Below 20 yrs
o 20-30 yrs
o 30-50 yrs
o 50-65 yrs
o 65 yrs and above

2-Gender

o Female
o Male.

3-Occupation

 Self Employed
 Private job
 Government job
 Student
 Other

4-Which of the following social media website do you have currently account with?

 Facebook
 Twitter
 Instagram
 LinkedIn
 Other

5-Considering your complete experience with social media browsing ,how likely are you to
recommend it to your family and friends?

o Very unlikely
o Very likely
6-In a typical week how likely are you to use social media networking sites?

o Extremely likely
o Very likely
o Moderately likely
o Slightly likely
o Not at all likely

7-In a week ,which of the following social media browsing sites do you visit most frequently?

 LinkedIn
 Facebook
 Twitter
 Instagram
 Other

8-Has your online shopping surpassed your off-line shopping?

o Yes
o No
o Maybe

9-Does a social medium influence your purchase decision ?

o Yes
o No
o Maybe

10-What is the purpose of using social media website?

 To make friends
 To socialize casually
 To promote goods/services
 Event planning
 To find employment
11-When do you access social media sites?

o During my free time

o While at school/university/work
o During social occasions
o During meal time
o Any spare time

12-On an average how much time do you spend on social media?

 Less than 30 mins

 An hour
 1-2 hours
 3-4 hours
 More than 4 hours

13-How often do you use chat app on your social media accounts?

o Extremely often
o Very often
o Moderately often
o Slightly often
o Not at all.