RESEARCH PROJECT REPORT

ON
“SOCIAL MEDIA MARKETING”

SUBMITTED FOR THE PARTIAL FULFILLMENT OF THE

DEGREE OF

MASTER OF COMMERCE
PUNJAB UNIVERSITY

UNDER THE SUPERVISION OF: SUBMITTED BY:

Prof. ABHINEET KAUR AMAN VERMA
(Department Of Commerce) ROLL NO: 47772
M. Com 2nd semester

SGGS COLLEGE, SECTOR-26

CHANDIGARH
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 CERTIFICATE OF SUPERVISOR

This is to certify that AMAN VERMA roll no. 47772 has completed the research
project titled “SOCIAL MEDIA MARKETING” under my supervision in partial
fulfillment of the degree of MASTER OF COMMERCE of PUNJAB
UNIVERSITY.

Supervisor’s signature

Prof. ABHINEET KAUR

Date:
Place:

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 DECLARATION

I, hereby declare that the research project report titled “Social Media
Marketing” is my own original research work and this report has not been
submitted to any university/ institute for the award of any professional degree
or diploma.

AMAN VERMA
M.COM 2nd SEMESTER
Roll No- 47772

PLACE:
DATE:

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 ACKNOWLEDGEMENT

I express my sincere gratitude to Prof. ABHINEET KAUR for providing me an

opportunity to work on this project. I am very grateful for her constant support and
guidance throughout the duration of the entire project. Lastly, I thank my parents,
family members and friends for their constant support in my Endeavour.

Aman Verma

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 TABLE OF CONTENTS

TITLE
CERTIFICATE OF SUPERVISOR
DECLARATION
ACKNOWLEDGEMENT

CHAPTER I – SOCIAL MEDIA MARKETING…………………………………………… PG. 6-26

I. Introduction………………………………………………Pg. 6-7
II. Need For study………………………………………….Pg. 8
III. Objectives of study……………………………………Pg. 8
IV. Scope and Limitations……………………………….Pg. 8
V. Research methodology……………………………..pg. 9
VI. Blogging……………………………………………………Pg. 10-11
VII. Social ads………………………………………………….Pg. 11-15
VIII. Hash tag Marketing…………………………………..pg. 15-26

CHAPTER II- STATISTICS REGARDING SOCIAL MEDIA MARKETING……PG. 27-35

CHAPTER III- LITERATURE REVIEW…………………………………………………..PG. 36-40

CHAPTER IV- DATA ANALYSIS………………………………………………………….PG. 51-55

CHAPTER V- FINDINGS…………………………………………………………………….PG. 56-62

I. Suggestions………………………………………… Pg. 57-58
II. Questionnaire……………………………………. Pg. 59-61
III. Bibliography………………………………………. Pg. 62

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 CHAPTER – I
SOCIAL MEDIA MARKEING
INTRODUCTION

Social media marketing refers to the process of gaining website traffic or attention through
social media sites. Indian marketers are moving at a fast speed to tap the new normal
‘opportunity. Social media has gone main stream. And for businesses it represents an
unprecedented marketing opportunity that transcends traditional middlemen and connects
companies directly with customers. Customer acquisitions remain to be the prime goal of
Indian marketers (59%). According to leading marketers of India, the top three online
investment channels for 2019 are Social media, Email marketing and Search marketing. 52%
of the top marketers said that it is extremely important to integrate email marketing and
social media. This is why nearly every business on the planet is exploring social media
marketing initiatives The focus of marketers is shifting from sending the message out‘ to
start engaging with customers‘. In this context, the role of a marketer is changing from
batch and blast ‘processing to creating listening posts ‘and dialogue hubs ‘in customer
communities. A shift from isolated pure play traditional platforms to an integrated multi-
channel approach is helping the marketers address the challenge of new consumers
‘expectations across many devices and channels. Indian marketers are leveraging the power
of various communication channels and technologies- be it Email, SMS or Social Media in
their portfolio. Here we will see the main trend of Social media marketing in India, The
scope of it, The future and will undergo a research to follow the Customer perception About
Social media for Brand management. Social media marketing programs usually center on
efforts to create content that attracts attention and encourages readers to share it with
their social networks. A corporate message spreads from user to user and presumably
resonates because it appears to come from a trusted, third-party source, as opposed to the
brand or company itself. Hence, this form of marketing is driven by word-of-mouth,
meaning it results in earned media rather than paid media. Social media has become a
platform that is easily accessible to anyone with internet access. Increased communication
for organizations fosters brand awareness and often, improved customer service.
Additionally, social media serves as a relatively inexpensive platform for organizations to

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 implement marketing campaigns. Social media marketing (SMM) is a form of Internet
marketing that utilizes social networking websites as a marketing tool. The goal of SMM is
to produce content that users will share with their social network to help a company
increase brand exposure and broaden customer reach. One of the key components of SMM
is social media optimization (SMO). Like search engine optimization (SEO), SMO is a strategy
for drawing new and unique visitors to a website. SMO can be done two ways: adding social
media links to content, such as RSS feeds and sharing buttons -- or promoting activity
through social media by updating statuses or tweets, or blog posts. SMM helps a company
get direct feedback from customers (and potential customers) while making the company
seem more personable. The interactive parts of social media give customers the
opportunity to ask questions or voice complaints and feel they are being heard. This aspect
of SMM is called social customer relationship management (social CRM). SMM became
more common with the increased popularity of websites such as Twitter, Face book, My
space, LinkedIn, and YouTube. In response, the Federal Trade Commission (FTC) has
updated its rules to include SMM. If a company or its advertising agency provides a blogger
or other online commenter with free products or other incentives to generate positive buzz
for a product, the online comments will be treated legally as endorsements. Both the
blogger and the company will be held responsible for ensuring that the incentives are
clearly and conspicuously disclosed and that the blogger's posts contain no misleading or
unsubstantiated statements and otherwise complies with the FTC's rules concerning unfair
or deceptive advertising.

Reasons Businesses Should Use Social Media to Market Their

Businesses
1. You can reach a large number of people in a more spontaneous way without paying large
advertising fees.

2. The use of blogs and social and business networking sites can increase traffic to your website
from other social media websites. This in turn may increase your Page Rank, resulting in
increased traffic from leading search engines.

3. Social media complements other marketing strategies such as a paid advertising campaign.
4. You can build credibility by participating in relevant forums and responding to questions.
5. Social Media sites have information such as user profile data, which can be used to target a
specific set of users for advertising.

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NEED FOR THE STUDY
Social Media is the current big buzzword in the world of Internet Marketing, and with Good
reason. It is already such a big part of the Internet culture. It is here to stay and should be
ignored by marketers, or indeed anybody, at their peril. It is important to Understand WHY
people use these websites, as there is a broad demographic on these Sites. Some people use
them for business purposes, to network and find new deals. Then there are others who use
social networking sites for purely personal reasons and are totally oblivious to the fact that
there is a business presence in the social networking Environment at all. It is fascinating to see
that there are so many different things going on in one place, and even more incredible that
they seem to all work in harmony.
1. How diverse social networking community could be?
2. Are we reaching the right audience, and if so, are we reaching them effectively?
3. To know the effectiveness of branding and communicating through SNS.

OBJECTIVES OF THE STUDY

1. To study the effectiveness and implementation of social media marketing for different
Businesses
2. To study how social media can be useful for small businesses and new business startups.
3. to compare and contrast social media marketing to traditional marketing

SCOPE OF THE STUDY

1. The study would help in gathering the opinion of people for social networking sites, how do
they use it, what are the things that they do on social and professional networking sites and
how these sites help them in socializing with their personal and professional contacts.
2. The study further helps in analyzing the benefits of promoting through social media,
identifying the benefits of branding and promoting via SNS.
3. The study will help to formulate and implement Marketing strategies for Branding,
Promoting and communicating the information to the customers through SNS.

LIMITATIONS OF STUDY
1. Market research is conducted to various respondents so biases such as mood, feelings act on
research settings.
2. The responses from the respondents could be biased which ultimately affects the results
shown by marketing research.
3. This study limits to Chandigarh.

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RESEARCH METHODOLOGY

It is descriptive study and the data which is collected is best of my knowledge. The data is
theory based and no test is used to analyze the data. Data analysis in this research is based
on general statistics.

1. Data Collection Methods: The source of data includes primary and secondary
data sources.

2. Research Instrument: Research instrument used for the primary data collection is
Questionnaire.

3 Sample Design: Probability Sampling.

Sampling Technique: Convenience

Sample Size: 70 Respondents.

Area of Study: Chandigarh

Statistical Tool Applied: Percentage Analysis.

Different Methods of Social Network Marketing

Social network marketing is popularly called as Internet marketing. Today you can find many
ways for internet marketing. Many people who enter this online marketing are less worried
because of its guaranteed success. If you see in Internet totally all types of products has been
marketed online without much effort. Internet attracts many business people to promote their
business online. Social network marketing is grown to such a height that today many people
can't earn without it.
Some of the most recognized network marketing tools are Facebook, My Space and LinkedIn.
Twitter became regular place for people who have newly entered the field of social network
marketing.
1. Blogging: When you start Blogging or posting your data about any product, you can see less
response from clients. Later it will become big business via blog. Websites and blogs are most
powerful tools for social network marketing when matched with other networking tools. Blog is
an amazing tool which provides many other facilities in addition to just marketing your
business. It also helps you to communicate with other clients in case if you have any problems.

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2. Personal website or blog: It is important to have private website if you are a freelancer. Your
website will help your clients to know about you and it will make them clear that you are a
serious freelance marketer and help to make huge revenue via online marketing.
3. Article selling: It is also best and cheap internet marketing method. It is a mode of
advertising our trade just by writing articles and attracting endless number of users across
world. We usually sell our articles to different article database websites and article directories.
Today it provided free business to many advertisers and publishers and they are really
benefited through their articles.
4. Email sending: Electronic mail sending is the best way to marketing. Collect list of email
addresses through portfolio websites and email about your business to all internet users. Your
Email should be attractive in such a way that your recipient will be impressed to get back to
you.
5. Use social networking websites: Social networking websites like Twitter, face book can be
used to promote your sales. These provide best platform for all who are thinking of online
marketing.
6. Video promotion: Use several video distribution websites for your marketing. These websites
uploads your service to the whole world. All that you need to do is film a video about marketing
and send it to video uploading sites like You Tube. It seems it is the easiest way of marketing
than any other modes since many people will be interested in view videos rather than word
form of advertisement.
7. Press Release or media release: It attracts several public clients and increases relationship
among them.
8. Search Engine Optimization: It improves the traffic to your website by providing quality web
content. It uses RSS feeds and many SEO techniques.

Blogging

A blog is basically a 'weblog', a kind of website, a journal that is updated regularly. It is a

discussion platform besides being content achieve. People can discuss a topic on a blog and
comment on posts. It is basically run by an individual or a small group.

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Every activity and skill set that is required to manage a blog comes under the purview of
Blogging, for example, writing posts, publishing them, designing, social marketing, etc. In simple
words, blogging is the process of adding new content to a blog and updating it at regular
intervals.

Social Ads
Social ads are one of the quickest and most effective ways to connect with our target audience.
These ads bring profitable opportunities in digital marketing formats.

These small ads make the most of all the information users share on social media to offer them
content as highly personalized as possible, and, as such, conversion opportunities.

More and more brands are getting on board with social ads on social media. The possibilities
and varieties of ways to reach out to our audience seem endless, with seemingly great
examples of advertising on social media and personalization. Social Ads are an incredibly
profitable and versatile advertising channel that gives us the ability to build specific campaigns
on social media to meet a selection of different business goals at relatively low costs.

To clue you in a bit more on the new social ads options, or even if it's your first time venturing
into these waters, let’s explore great examples of advertising through social ads on social media
platforms with the largest user base. We’ll finish off with great examples of advertising through
ads platforms on social media from ourselves at Cyber click.

Before we delve into various types and examples of social ads, let's consider what they are,
how they are designed, and why they're important.

Over 500 million Tweets are published per day, and on Facebook, over 300 thousand photos
are uploaded and there are around 4 million shares per minute. Amidst this staggering amount
of content, how can we make our advertising campaigns stand out on social media? How can
we make a user want to click on our ad?

Social Ads on various social media

On social media, what is the optimal way to invest in social ads? Whilst you may think the
answer lies in knowing, “which social media platform has the largest user base”, there is
actually no one correct answer. It may be cliché but the truth is that is that with social ads, it
depends on the situation. When making your decision, you need to think about where you can
find your audience on social media, what kind of campaign you are looking to spread through
social ads and how you can use this information for optimized ad investment. To help you out a
bit, here is a short summary of social ads on the social Medias with the largest user base:

 Social ads on Facebook: Facebook is the social media with the world’s largest user base,
which offers a very solid and reliable advertising platform. Aside from having an

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 enormous potential audience, it has the advantage of being extremely visual and
offering multiple and detailed segmentation options, from demographics to lookalike
audiences.
 Social ads on Instagram: An extremely visual social media, where users are inclined to
like a large quantity and variety of posts. To take maximum advantage of Instagram
potential, find examples of Instagram advertising that you would like to emulate and
focus on optimizing your images and videos.
 Social ads on Twitter: This little blue bird network also offers very interesting social ads
options, letting advertisers create campaigns adapted to various different objectives
(conversion, leads, app installs, etc.) and increase their potential audience with Twitter
Audience Platform. If you want to make the most of it, combine it with an artificial
intelligence tool!
 Social ads on YouTube: Video marketing on YouTube is the closest form to traditional
advertising that did not take place on social Medias, but instead on TV. Make the most
of its potential to tell your audience stories they will connect with.
 Social ads on Snap chat: This relatively recent social media has a very young and tech-
savvy audience. Social ads on Snap chat share the app’s relaxed, fun and informal
nature, offering amazing and creative options through vertical videos, Sponsored
Geofilters and Sponsored Lenses (the perfect way to get your users to have a great time
playing around with your brand).
 Social ads on Pinterest: Pinterest brings a largely female audience to social media and is
an absolute hotspot for topics such as weddings, cooking or fashion, making it very
useful for advertisers in this niche.
 Social ads on LinkedIn: This social media platform with a large professional user base
brings an advertising solution for those looking to reach out to a corporate audience,
with B2B marketing.

Types of Online Advertising

1. Display Ads-The original form of online advertising, these are visual ads that appear on
third party websites (usually ones that are related to your content or service in some
way).
Display ads have evolved from the basic form of banner ads. Nowadays, display ads come
as:

 Static images – these are your basic banner or square ads that appear around the
content.
 Text – these are text ads that are created by algorithms to make text ads relevant to the
surrounding content.
 Floating banners – these move across the screen or float above the regular website’s
content.

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  Wallpaper – these appear and change the background of a website, filling the whole
page.
 Popup ads – these are new windows that appear in front of the website content; newly
opened window displays the full ad so visitors can see.
 Flash – these are moving ads that “flash” different content at the viewer.
 Video – these are small video ads that auto play or wait for the video to be played by
the visitor.

2. Social Media Ads

Social Media advertising is great because you can target your audience perfectly. For example,
Facebook’s targeting options include age, region, interests, educational background and more.

Online advertising has evolved since its humble beginnings as a static image that pops up at the
top of a website. Now, there are a wide variety of advertising types you could use – we’ve listed
the seven top types here (and tried to give you the quick definition for it).Here are two types of
Social Media advertisements:

 Organic – creates loyalty and gives you feedback from your target audience; new form
of Word-of-Mouth
 Paid – leverage promoted posts and reach specific people

3. Search Engine Marketing (SEM)-The most dependable form of online paid advertising (and
also the most common). SEM works based on keywords – you and other businesses like yours
bid on keywords through search engines in an effort to get your website up higher on the
Search Engine Results Page (SERP).

All SEM ads that appear in Google, Bing and other search engines are text ads. They’re listed at
the top or sides of the SERP.

4. Native advertising- Native advertising is those sponsored listings at the end of blog posts,
appearing on your Facebook feeds and posted to other Social Media. These pieces of content
are integrated and camouflaged into the platform on which they appear. You can promote and
post your Native Advertising through networks like Ad blade, Ad sonar, out brain.
There are several forms of Native Advertising:
 In-feed
 Search ads
 Recommendation widgets
 Promoted listings

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5. Remarketing/Retargeting-The best way to market to people who already know about your
product and service is to remarket to them or retarget, depends on who you’re talking to.
When people visit your site, you drop a cookie on them so that, as they travel around the web,
your ads will appear over and over to remind them about your product or service. This form of
advertising is inexpensive and, if done right, can be more effective than PPC. It increases
conversions because it reminds people of you who already know who you are .

6. Video Ads-While YouTube ads are the most popular and well known of video ads, there are
actually several different formats, types and content options. Pull on the emotional strings of
your viewers by creating a visual story. Ideal for branding, especially if you have a product or
service that is best demonstrated visually. Whatever you choose, Video Ads are gaining in
popularity because they avoid blatant advertising while also attracting the limited attention
span of many You Tubers. Once you’ve created your video, you can post to:

 YouTube/Google
 Facebook
 Twitter
 Vimeo
 Brightroll
 YuMe
 Hulu
 Live Rail
 Adap.tv
 Specific Media
 Tube Mogul
 Tremor Video
 AOL
 Auditude

7. Email Marketing-Hanging out with Display Ads back near the start of online advertising,
Email Marketing is a cheaper, faster and effective form of advertising.

It’s a great way to build customer loyalty and boost sales; when you use an email campaign
manager (see the list below) to prepare and send your emails, you can easily track how well
they do and monitor your ROI.

Email Campaign Managers:

 Mail Chimp
 Constant Contact
 AWeber

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  ConvertKit
 GetResponse
 Campaign Monitor
 Active Campaign

In order to succeed at email marketing, you first need to build a list of email addresses. You can
do so by using quizzes, or you can put a simple Newsletter sign-up on your site.

Then, you can send email campaigns that focus on promotions, discounts, features or content
you’ve posted to your blog. Most emails are short, sweet and to the point. A concise message
makes it easy to get your point across and increase conversions.

Hashtag Marketing

Almost everyone is familiar with this so popular Hashtag symbol #. The symbol # is not just a
simple pound sign or hash mark today. It is the online sensation on all social media platforms.
Whether it’s Facebook, Instagram, Twitter, Google Plus, or any other social media channels, you
cannot ignore the importance of #hashtag. You can call it as a power source to reach maximum
people and get more followers, likes, and shares. But understanding it could be a difficult task
for marketers out there. Hashtag might seem confusing but, once you understand it, trust me,
the jackpot is in your hand. This powerful tool can help you to grow your social impact, reach
and audience engagement. Here is the guide you need to know about Hashtag Marketing.
Before understanding how to use this internet phenomenon in your social media accounts, you
should know the part.

Once a hashtag pics up enough momentum, it becomes trending. But being trending will not
make your hashtag the most popular one. Each social network has its unique way to specify a
trending content and displaying posts under a hashtag. Hashtags can have a negative effect too
on your engagement if not used properly. Here are some statistics of what will happen when
you use different hashtag numbers on different social media channels.

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How to Use Hashtags on Social Media?

Be Specific-You should use hashtags specific to your business, and your interest. Use hashtags that are
relevant to your topic. If you mismatch your content of a post and the hashtag then, you won’t be
getting the engagement you are expecting. The more specific you are, the more you can target your
audience which will result in better engagement. For example, you sell glass doors. So instead of using
general #doors, be specific to use #glassdoors. This hashtag is specific to glass doors and will result in
better engagement.

Keep Your Hashtags Short-Don’t include too many words within a single hashtag. Over lengthy hashtags
turn people off generally. For example, hashtags like #WhatHappenedInVegasStaysInVegas,
#VisionExpoWestIsAmazing. These hashtags are over lengthy with too many words within a single
hashtag.

Don’t Overuse Hashtags-Writing the entire social media post within one hashtag per word is the must
avoid. Writing the entire social media post within one hashtag per word is the must avoid. For example,
your sentence is “You are ridiculous with your annoying and unnecessary use of -#unnecessary #use #of
#hashtags,” then your post is meaningless. All the words are not relevant to what you want to reach for.
Keep relevant words in hashtags rather than using every single word of your whole caption.

Don’t Use Hashtags More than Your Words-People think that more hashtags mean more reach and
more likes but that not the truth? People overload hashtags with a single photo. Like on Instagram, the
maximum number of hashtags one can use is 30, but that doesn’t mean you will include the maximum
limit for a single post. Yes, you will get followers, but those will only be spammers with the intention of
following them back. Focus on being specific.

Use Trending Hashtags-You all are aware of the ‘trending’ concept which covers almost everything from
fashion to news headlines. Trending topic is dynamic. So you should keep an eye on the changing
trending hashtags and use the relevant and the most popular hashtags in your captions. Just grab the
trending hashtags related to your business and include them in your post. As a result, your post will be
seen by a larger audience. More and more people can see your updates rather than just your friends and
followers. You can locate trending hashtags and topics by utilising hashtag analytics monitoring sites like
Hashtag.org, Hashtagify, Trendsmap, or RiteTag. You can use them on Facebook, Twitter, Instagram,
Google+ etc. Use niche-trending hashtags rather, to connect people similar to your business and interest
to target them effectively.

Stay Away From Controversial Topics-Being trendy doesn’t mean that you will go on selecting
political, religious, negative, or any controversial topic. Like the way you do your keyword
research for better SEO, the same way you need to do proper research for hashtags to avoid
any usage of hashtags being used for wrong reasons. Don’t go for damaging your brand and
business by doing all these shits.

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Reasons Why You Should Use Hashtags in Social Media
Marketing

Exploring the Internet is like diving into an ocean. More deep you will go, more exciting things
you will find and more you will enjoy because swimming is always a fun filled activity. Similarly,
the experiment of diving into the ocean of Internet and case studies on social networking sites
are also much more than happiness. As the time is flying so fast, the landscape of social media
is evolving and introducing a lot of interesting things.

The Hashtag is one of those most interesting and surprising things which Internet is presenting
with each passing moment. The Hashtag is a phrase preceded by a hash sign (#) which used to
highlight the topic, to draw the attention and to organize or promote a message
The Hashtag is incredibly a helpful way for brands in navigating the way through ever changing,
ever evolving the world of social media. Here is the glimpse of 10 most significant reason which
will definitely justify the utilization of a hashtag in your social media marketing campaign.

1. Increase Organic Reach of Your Post-Hashtags are gaining momentum on almost all social
networking sites such as Facebook, Instagram, Twitter, and Google+. Include a Hashtag in your
post and get in front of people on social networks. Hashtags make the difference in reach of
your post and can keep track of your reach and engagement numbers as well.

Organic means non-paid traffic and hashtag is something which will help you to reach more
audience with organic traffic. Hashtags can make your post attractive to influence people to like
your page for more updates. You can also use the hashtag in your personal profile to target
more and more audience.

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One important thing which you must have to keep in mind is that Hashtags are required to be
relevant to common popularity keywords.

2. Amplify Your Brand-Leveraging hashtag to increase your brand is a magnificent idea.

Branding a Facebook page by making the use of unique hashtag can help an idea or new
product to catch on. You can brand all you post about a new product by breaking all the
information about the new product into the separate stream of information.

The hashtag is an easy way to share information. Therefore brands by making the use of
hashtag can create brand awareness and positive word of mouth about a particular product.
Don’t make your post too much promotional, try to make it valuable by taking the interest of
people on board when creating a hashtag.

3. Reach Out To Potential Users and Track Relevant Conversations-The Internet is a giant web
with a huge number of connections. Therefore, it is quite easy for someone to get lost in the
realm of this huge network or in a search. In this regard having a unique hashtag means it is
easy for you to compile all the responses at one place.

So, take advantage of the hashtag and allow your users to interact with the brand and
comment about the product or service on social networking platforms. In order to reach out
potential -

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These tools help the marketers to gauge the interest of their customers as well as potential
users. Build rapport with your fans and followers by answering their inquiries.

4. Catch Negative Sentiments and Amplify Positive Sentiments-In Marketing, there is always a
time when you are required to deliver information that will be divisive to some extent. Divisive
information helps marketers to see negative reactions, questions, and debate over the
message. In this regard, hashtags help the user to engage the participant in the conversation
and to change their opinions.

5. Track Performance and Engagement-How well do users like your brand or product? What
kind of discussions is revolving in the marketing about the brand? How much is a particular
hashtag successful in attracting users? Hashtags allow marketers to track the performance and
engagement of their brand or product. You can store all post and tweets under a particular tag
and see the latest feedback by conducting the search. The hashtag is very helpful tool or
strategy to keep track of performance and engagement.

6. Hashtags Are Great for Research-Another amazing and most thrilling reason behind the use
of the hashtag is that these are great tools for research. Hashtags are search engine friendly
tools. Search a specific hashtag, and you will find an enormous amount of great and relevant
content. Tweet with hashtags is more focused on a particular topic than tweets just mentioning
the phrase.

7. Improve Your Click through Rates-Research conducted by Buddy Media explored that tweet
with hashtags receive more engagement than the tweets without the hashtag. On the other
way around we can say that marketers can increase customer engagement and click through
rates by just including the hashtag in their post. Overloading of the hashtag on a post on Twitter
looks spammy. Overloading of a hashtag in the single Twitter post often dilutes the message.

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8. Hashtag Can Be Used for Humor-The hashtag in social media marketing is like a rimshot.
Marketers through hashtag show brand personality, repel audiences as well as potential users.
On this multi-use platform, social media, brands like @oreo and @tacobell major stand out
brands for being funny on a regular basis.

Source- https://twitter.com/Oreo/status/1041721393119985664

Their funny tweets imply that the brands have strong social strategies. They are perfectly
making the use of the hashtag for humor because each time brands come up with the different
funny hashtag.

9. Hashtag Is an Easy Way of Communication-Use the hashtag to make your marketing

campaign memorable, unique and relevant to your audience. Efficient use of straightforward
and distinctive hashtag will make the follow to remember your brand for longer time period.
Brands can integrate hashtag with an easy call to action will help the company to communicate
efficiently and reach the new heights of promotion and marketing.

10. Get Social-When it comes to connecting with people, there is no great way than a hashtag.
You can increase your followers by following others. Marketers by reading the most trending
topics and by using the hashtags related to those topics are opening the floor for millions of
people from all around the world.

Hashtags are bringing the world closer than ever before and providing an opportunity to the
brands as well as customers to interact effectively.

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Examples of some various popular hashtags
1. How the Ministry of Food Processing (Govt. of India) spread awareness about World Food
India through social media platforms?

Source https://www.jagranjosh.com/imported/images/E/CurrentAffairs/Global_Food_Fair.jpg

In 2017, the Ministry of Food Processing Industries which is a ministry of the Government of
India was looking for various ways to promote and spread awareness about World Food India.

The Ministry wanted to promote India as the world’s food factory. They desperately needed a
way out where they could interact and raise not only the awareness about the same but to
educate Indians how India is the largest producer of food and food products, suffers from acute
shortage of food.

India is the fastest growing economy in the world, yet 40% of its food production is wasted
annually. Therefore, the country especially the youth needed an awakening regarding same and
World Food Day was the ideal time to start with it.

Meantime, The Ministry analyzed that youth is highly approachable on social media platforms
and therefore, they need to look out for innovative digital marketing strategies to reach them
out directly.

21
For same, they hired a digital marketing agency that designed a creative marketing strategy
that talked about food wastage and how to tackle it. The agency targeted the audience with
creative posts and engaging campaigns with hashtags.

Results:

 4000+ leads generated comprising potential Exhibitors, Investors, Delegates and other
Partners
 3000+ posts created across social media platforms and 4000+ registrations via the
website
 100+ million impressions through social media
 Dominated India’s twitter sphere through 8 successful trending activations
 100 times growth in Twitter followers – from 1400 to 150k during the campaign
 $20 Billion Worth MoUs signed
 #ReduceFoodWastage (Impression generated: 51000000 )
 #NoWasteOnMyPlate (Impression generated: 2,0326,113 )
 #WarOnFoodWaste ( Impression generated: 47988450 )

Source- https://www.instagram.com/p/BaT1IrlBPdy/?igshid=v51suerpt7hk

22
2. How KFC India boosted its Social Media Presence with campaigns like ‘Design your own
bucket’, ‘Radio KFC RJ Hunt’ and ‘Currycature’

Social media is the best platform when it comes to boost your online presence and increase the
sale of products within the country. Same has been well followed by KFC which is the famous
global restaurant chain brands. It’s the number one restaurant brand on social media in India.
KFC tried many campaigns to increase their online presence on social media platforms for
brand awareness.

KFC had launched very famous campaigns like Radio KFC RK Hunt, Design Your Own Bucket
campaign and Currycature to target the youth audience by involving mobile apps. These
campaigns helped them to develop their brand awareness as well as increased engagement.

When they started Radio KFC RJ Hunt Campaign, 3000 people around 30 Indian cities
participated in the competition.

Source-https://learnalot.com/wp-content/uploads/2019/04/Purdue-University-Digital-Media-Analytics-Social-Media-Research-
Plans.png

It was a social media campaign to promote KFC’s brand in-house radio channel where fans
recorded their voices over the internet with the Facebook App and shard their analog radio
experience. Especially newcomers wanted to try their hands over this hunt and decided to take
part to collaborate with the famous brand.

Similarly, “Design Your Own Bucket” campaign was another social media marketing strategy
where the participants were asked to create their own creative KFC buckets.

Almost 5500 entries took place in total where the participants came up with their colorful KFC
buckets. Additionally, they have also introduced bucket entries with Sachin’s picture on the KFC
bucket on the day when he retired. Amazing right!

23
 Source-https://image.slidesharecdn.com/smcampaignsq3-2015-151023070838-lva1-app6892/95/16-best-indian-digital-
marketing-campaigns-of-quarter-3-2015-16-638.jpg?cb=1445585566

Another innovative KFC’s campaign was “Currycature” where participants have to choose a
character with an ethnic Indian touch and then to upload the pictures. Around 17K Currycature
were made by their fans which gave them a unique experience with the brand.

Source-https://encrypted-
tbn0.gstatic.com/images?q=tbn:ANd9GcRxvUlWKYru2N97BPOuoosww08oQXaTtCOtN9_FguL8ypRkXZom

Results:

 KFC was featured by Social Baker as among the top 5 socially devoted brands.
 The overall positive engagement of their Facebook page grew from 6.2% to 93.8% which
was thrice to sector average.
 KFC was placed among the five fastest growing social media brands in India.

24
3. KKR – IPL Team’s Digital Marketing Strategy.

Not even the IPL team could stay far away from the digital world. Kolkata Knight Riders (KKR)
is the franchise representing Kolkata in the Indian Premier League (IPL), a Twenty20 cricket
tournament whose co-owner is one of the famous film star – Shahrukh Khan.

KKR team has the most engagement with their fans and followers due to its digital marketing
strategies. During the initial days, KKR showed keen interest to gain followers over the internet
and worked on various objective like how to increase brand awareness of KKR irrespective of
Shahrukh Khan, how to stay tuned and connected with the fans and how to keep them updated
with latest news & updates.

For engagement, first, they decided to create a video blog dedicated only to KKR fans named
“Inside KKR” where fans can get through their news and their favorite players easily.

Secondly, they had a website blog and an official mobile app that kept fans engaged and updated
with the latest news about the team.

They paid special attention to social media platforms as well as the digital marketing team at
KKR has also organized a live screen Facebook chat at Facebook HQ in Hyderabad.

Players of KKR had queued sessions on Twitter with their fans and run special “Cheer for KKR
campaign”. This is for the time that any sports team followed a digital idea.

Results of the campaign:

 Facebook page of KKR has 15 M likes during the campaign, the highest of all the other IPL
teams.
 In Twitter, KKR is the most engaging IPL team.
 KKR became the most followed IPL team on Instagram with more than 466K followers.
 It has also gained traffic to its Pinterest page and Google Plus profile.
 Customized & personalized video shared on social media platforms by fans led them a
chance to receive a valuable acknowledgment by the team players which has turned to 10
million cricket followers which impacted on and off to the KKR team.

25
4. Vistara #FlyTheNewFeeling

Source- https://www.instagram.com/p/Bxm39KVnGIP/?igshid=ytva8m52ktss

Vistara, the joint venture airline from Tata Group and Singapore Airlines, wrote a new chapter
in the history of Tata Group that has been looking to re-enter the airline business in India ever
since the last six decades. But, what the newly launched airline did on its maiden flight is an
even bigger win for the brand.

Vistara partnered with the Salaam Baalak trust – a non-profit and non-governmental
organization that provides support to street children of Delhi and Mumbai, to fly 12 kids on its
first flight ever. The kids aged between 7 and 12 years were boarded first following other
passengers and their absolute joy of flying for the first time was captured in a two-minute film
titled, “When little feet found their wings with Vistara #FlyTheNewFeeling.”

The campaign managed to create a connect around the brand promise, ‘#FlyTheNewFeeling’
along with a meaningful differentiation.

26
 CHAPTER – II

STATISTICS REGARDING SOCIAL MEDIA MARKETING

General Social Networking Statistics

The data has been collected from the internet from www.brandwatch.com/blog/amazing-
social-media-statistics-and-facts/#section-2 and the content has been collected by the Kit
Smith.

 For context, as of May 2019, total worldwide population is 7.7 billion

 The internet has 4.4 billion users
 There are 3.499 billion active social media users
 On average, people have 7.6 social media accounts
 The average daily time spent on social is 142 minutes a day
 91% of retail brands use 2 or more social media channels
 81% of all small and medium businesses use some kind of social platform
 Social media users grew by 202 million between April 2018 and April 2019.
 That works out at a new social media user every 6.4 seconds.
 Facebook Messenger and Whatsapp handle 60 billion messages a day
 When asked 81% of teenagers felt social media has a positive effect on their lives
 Another study found the effect of social media on teenagers was ‘trivial’
 A third from the Royal Society for Public Health found there were a range of negative and
positive effects

Source- http://www.bondcap.com/report/itr19/#view/161

27
INDIAN MARKET

Source-https://gs.statcounter.com/social-media-stats/desktop/india
• India‘s Internet economy is expected to reach Rs. 10.8 trillion by 2018, as the country‘s
growth rate in this segment is far ahead of many of the developing nations, reported by BCG.
• According to BCG, the India Internet economy contributed to 3.2 trillion rupees to the overall
economy in 2010, 4.1% of the country‘s GDP, & could triple in 4 years’ time.
• More than 39 million Internet users who form 86% of the total Internet audience, visited
social networking sites in July 2018.
• India has close to 10 million online shoppers and is growing at an estimated 30%
• About 2 billion people worldwide access the Internet and 25% of them are from China. India
contributes about 6% to the world's Net population and the US 12.5%.
• The survey found that more than 75% of Internet usage is among school- and college-going
students and those who have recently graduated
• Mumbai has the highest number of Internet users (6.2 million) followed by Delhi/NCR (5
million), Kolkata (2.4 million) and Chennai (2.2 million).
The percentage of companies using social media in top 5 markets is:
• China: 82%
• USA: 71%
• India: 70%
• Brazil: 68%
• Canada: 51%

28
Facebook statistics

There are over 270 million Facebook users in India alone, making it the leading country in terms
of Facebook audience size. To put this into context, if India’s Facebook audience were a country
then it would be ranked fourth in terms of largest population worldwide.

Facebook continues to experience a steady growth in users in spite of the occasional

fluctuation. And according to the 2018 Sprout Social Index, it remains the most favored social
media platform among social marketers. Take a look at the latest social media statistics specific
to Facebook.

Source- https://www.statista.com/statistics/268136/top-15-countries-based-on-number-of-facebook-users/

1. 97% of social advertisers chose it as their most used and most useful social media
platform.
2. Facebook continues to be the most popular social networking site in terms of number of
active users. As of October 2018, it had a little over 2 billion active users
3. Facebook no longer holds second place in the latest global website rankings
from Alexa and Similar Web. YouTube has taken its place, moving Facebook down in
third position.
4. Facebook usage among adults in the US has remained more or less the same. 68% of US
adults claimed to use Facebook in 2018, which is the exact number of US adult Facebook
users reported in 2016.

29
5. Three-quarters of these current users access the platform on a daily basis.
6. Facebook usage among teens is dropping gradually according to the latest social media
statistics. While 71% of teens claimed to use the platform in a 2015, the number has now
dropped to 51%.
7. The platform has managed to double its revenue per user in three years. Its first quarter
earnings for 2018 was $13.2 billion–a 42% increase in revenue year over year.
8. The number of local business pages on Facebook has reached 65 million.
9. Brands see a median engagement rate of 0.09% per Facebook post.

Source-https://static.jeffbullas.com/wp-content/uploads/2015/04/Facebook-MAUs-Facts-and-Statistics-2015-.jpg

30
 Source- https://buffer.com/resources/wp-content/uploads/2019/01/Facebooks-Top-500-Posts-of-2018.png

Source- https://scontent.fixc1-3.fna.fbcdn.net/v/t1.0-0/p235x350/38194111_2087321264675691_2421742001616584704_n.jpg
Instagram statistics
31
Instagram has been experiencing a rapid and steady growth in the number of monthly active
users. The platform has also undergone plenty of changes in terms of features and interface.
One of the most significant changes was the introduction of IGTV, which enables users to share
long-form video content with their followers.

 There were 155 430 000 Instagram users in India in January 2019, which accounted for
11.3% of its entire population.
 The majority of them were men - 87.2%.
 People aged 25 to 34 were the largest user group (93 200 000).
 The highest difference between men and women occurs within people aged 25 to 34,
where men lead by 80 800 000.

Source-https://napoleoncat.com/stats/instagram-users-in-india/2019/01

Marketers need to be prepared with updated social media stats specific to Instagram if they
want to stay ahead of the curve in 2019. Here are some stats to know for the platform:
The number of monthly active Instagram users has grown to 1 billion according to the latest
social media statistics.
 Instagram continues to attract a younger audience with 72% of teens saying that they
use the platform. This is an impressive increase from 2015 when 52% of teens said that
they used the platform.
 Since 2016, there’s also been a 7% increase in the number of US adults who use the
platform with 35% of them currently using it.
 Even in terms of engagement, Instagram is ahead of Facebook with a median
engagement rate of 1.60% per post for brands.

32
  But among marketers, Instagram still takes second place to Facebook with 83% of them
using the platform.
 In spite of this, the ad spending on Instagram is 23% higher than on Facebook according
to an internal analysis by Merkle.
 The platform is getting tons of activity with users uploading more than 100
million photos and videos on a daily basis.
 2 billion Likes occur on the platform every day.
 Thursday is the best day to post on Instagram for brands across all verticals.
 Instagram Profiles saw a follower growth rate of 17-33% during 2018.

Source- https://hypeauditor.com/blog/wp-content/uploads/2018/06/%D0%B3%D1%80%D0%B0%D1%84%D0%B8%D0%BA-
16.png

33
Twitter statistics

Twitter is still an important social platform for advertisers and immediate customer service. So
you should still keep a close eye on the essential social media statistics specific to this platform.

88% of social advertisers use it. This makes it even more popular than Instagram.

The platform earned a total of $665 million in revenue during the first quarter of 2018–a 21%
increase year over year.

$575 million of this total revenue came from ads. That’s another 21% increase.

Videos accounted for more than half of this ad revenue.

Between May and June of 2018, Twitter suspended more than 70 million fake and suspicious
profiles. This may have caused a drop in the total count of users, but also served as a move to
increase the authenticity of the content on the platform and build user trust.

There are currently 326 million monthly active users on the platform.

Twitter users send out 500 million tweets per day.

Source- https://www.niceincontact.com/blog/attend-interactions-2018-top-5-reasons

34
Source- https://www.business2community.com/twitter/brands-use-twitter-marketing-01841400

Source-https://www.business2community.com/twitter/brands-use-twitter-marketing-01841555

35
 CHAPTER - III

LITERATURE REVIEW
In today’s technology driven world, social networking sites have become an avenue where
retailers can extend their marketing campaigns to a wider range of consumers.

Chi (2011, 46) defines social media marketing as a “connection between brands and consumers,
[while] offering a personal channel and currency for user centered networking and social
interaction.” The tools and approaches for communicating with customers have changed
greatly with the emergence of social media; therefore, businesses must learn how to use social
media in a way that is consistent with their business plan (Mangold and Faulds 2099). This is
especially true for companies striving to gain a competitive advantage. This review examines
current literature that focuses on a retailer’s development and use of social media as an
extension of their marketing strategy. This phenomenon has only developed within the last
decade, thus social media research has largely focused on:
(1) Defining what it is through the explanation of new terminology and concepts that makeup
its foundations, and
(2) Exploring the impact of a company’s integration of social media on consumer behavior.

This paper begins with an explanation of terminology that defines social media marketing,
followed by a discussion of the four main themes found within current research studies: Virtual
Brand Communities, Consumers Attitudes and Motives, User Generated Content, and Viral
Advertising.

Kaplan and Heinlein (2010, 61) define social media as “a group of Internet based applications
that build on the ideological and technological foundations of Web 2.0, and allow the creation
and exchange of user generated content.”

Sinclaire and Vogus (2011, 294) cite O’Reilly’s (2005) definition: “social media is a broad term
that describes software tools that create user generated content that can be shared.” However,
there are some basic features necessary for a website to meet the requirements as a social
network website: the site must contain user profiles, content, and a method that permits users
to connect with each other and post comments on each other’s pages, and join virtual groups
based on common interests such as fashion or politics.

(Parasuraman, 2000 as cited by Mady 2011, 195) defines consumer technology readiness is
important for retailers to remember when marketing on social networks because if their
intended target market does not use social media, is not familiar with it, or perceives it
negatively, then their social media marketing will be unrewarding. Analysis of technology
readiness can determine if marketing via interactive advertising would be a good fit for a
retailer’s target market.

36
Pookulangara and Koesler (2011) used the Technology Acceptance Model3 (TAM3) to look at
the impact of culture on social media. TAM3 highlights the role and procedures connected to
perceived usefulness and perceived ease of technology. TAM3 suggests that the factors that
determine perceived usefulness will not influence perceived ease of use and the factors that
influence perceived ease of use will not influence perceived usefulness (Pookulangara and

Koesler 2011). The researchers used TAM3 to find out if an individual’s cultural background
affects perceived ease and perceived usefulness in order to discern users’ behavioral intention
towards social media. More specifically, the researchers used TAM3 to determine if an
individual’s cultural background influences how they will interpret a message, event, or idea
presented to them through a social networking site. This was done through a conceptual
framework in which the researchers created a research model using TAM3.

Chu (2011) also found that users who are Facebook group members maintain a more favorable
attitude toward social media and advertising. Users who have more positive attitudes toward
advertising are more likely to join a brand or a retailer’s Facebook group to receive promotional
messages. Based on this result, Chu (2011) suggests that a link exists between consumers’ use
of and engagement in group applications on a social media sites. The relationship between
consumers’ use of and engagement with group applications influences the rate and
effectiveness of advertising on social media, particularly Facebook. Generally, as Chu (2011)
notes, Facebook’s college-aged users have the most favorable attitudes toward social media
advertising and are the largest growing demographic, which suggests that social media sites are
a potentially rich platform for online advertising campaigns, especially for companies with a
younger target market. This was because users’ found these ad formats to be eye catching,
informative, and amusing. The 35-54 age groups preferred ad formats on video and brand
channels because they found them to be more eye catching, informative, and had better
placement within the online page layout. Overall, online advertising formats with positive
attributes are welcomed by users; however, ads that are intrusive or interfere with online social
networking activities, such as pop up, expandable, or floating formatted ads were disliked by
network users (Cox 2010)

37
Role of Social Media in Marketing
First off, let's talk about what social media is. Social media represents low-cost tools that are
used to combine technology and social interaction with the use of words. These tools are
typically internet or mobile based. A few that you have probably heard of include Twitter,
Facebook, and YouTube.

Social media gives marketers a voice and a way to communicate with peers, customers, and
potential consumers. It personalizes the "brand" and helps you to spread your message in a
relaxed and conversational way. The downfall of social media, if you could call it, that is that it
must be a part of your everyday life to keep the momentum and attention you need for it to be
successful. If you think that social media is only for the small business owners that are trying
out an experiment, I have to correct you. Companies that use Social Media are:

Absolut Vodka - Online Video on YouTube and using Facebook to house their Top Bartender fan
page.

BMW - Utilizing Facebook to promote their 1-Series Road Trip and they have created a Rampen
fest Page for fans.

Dunkin Donuts - That's right they've found value in social media and have set up a micro
blogging Twitter account.

Donald Trump - In our examples, we can't leave out President Trump. He has taken the use of
Twitter to a whole new level. He has dictated policy influenced the stock market and generally
used Twitter as a way to communicate directly to the people, going around the traditional news
media.

What role should it play in your marketing? As most of you know our view of marketing is it's a
tool we use to inform consumers about our products, who we are and what we offer. Social
media does that. Here is how:

 We can use social media to provide an identity to who we are and the products or
services that we offer.
 We can create relationships using social media with people who might not otherwise
know about our products or service or what our companies represent.
 Social media makes us "real" to consumers. If you want people to follow you, don't just
talk about the latest product news, but share your personality with them.
 We can use social media to associate ourselves with our peers that may be serving the
same target market.

 We can use social media to communicate and provide the interaction that consumers
look for.

38
Different Types of Social Media Marketing
There are hundreds of websites that would qualify as social media. The phrase social media
marketing generally refers to using these online services for relationship selling — selling based
on developing rapport with customers. Social media services make innovative use of new online
technologies to accomplish the familiar communication and marketing goals of this form of
selling.

The tried-and-true strategies of marketing (such as solving customers’ problems and answering
the question, “What’s in it for me?”) are still valid. Social media marketing is a new technique,
not a new world. You can categorize social media services, but they have fuzzy boundaries that
can overlap. Some social media sites fall into multiple categories. For instance, some social
networks and online communities allow participants to share photos and include a blog.

 Social content-sharing services facilitate posting and commenting on text, videos,

photos, and podcasts (audio). Examples include blogs such as Word Press, Tumblr, and
Blogger. Video services can be grouped here, such as YouTube and Vimeo. Flickr,
Snapchat, and Instagram allow you to share photos, and Pod bean and Blog Talk Radio
are for audio blogs.
 Social networking services offer multiple functions. From a business point of view,
many social networking services support subgroups that allow the potential for more
targeted marketing. Common types of social networking services include full networks,
such as Facebook, Google+, and MeetMe.com. There are also short message networks,
such as Twitter and Plurk, which are often used for sharing announcements, events,
sales notices, and promotions. Professional networks such as LinkedIn and small
profession-specific networks focus on employment, experience, and jobs.
 Social bookmarking services are like private bookmarks for your favorite sites on your
computer. They are publicly viewable lists of sites that others have recommended.
Some are recommendation services, such as Stumble Upon and Delicious; others are
social shopping services, such as Kaboodle and this Next. Some bookmarking services
are organized by topic or application, such as sites where readers recommend books to
others using bookmarking techniques. And there are social news services, peer-based
lists of recommended articles from news sites, blogs, or web pages, where users often
vote on the value of the postings. Social news services include Digg and Reddit.
 Social geo location and meeting services bring people together in real space rather than
in cyberspace. Examples include Foursquare and meet up.
 Community-building services such as forums, message boards, and even Yahoo! and
Google groups have been around for a long time. Other examples of community-
building sites have multiple sharing features, such as Ning; some supply group-sourced
content, such as Wikipedia.
 Review sites such as Trip Advisor, Yelp, and Epinions, solicit consumer views.

39
They key here is to encourage your customers to leave positive reviews and ratings for your
business, products, and services on these websites. This can increase your rankings and also
increase credibility and most importantly sales in your business. For instance, if you sell books
on Amazon. Comthen you should encourage your readers to leave a rating and review on
Amazon. If you have a local business you should encourage your customers to leave positive
reviews on Yelp. And if you sell products on eBay, then you should - you get the point. Keep in
mind if you have a local "brick and mortar" business you should have a business listing on
Google and encourage customers to leave positive reviews of your business on Google. This can
increase your rankings and the number of new customers you attract.

Unlike social media news websites where the focus is on providing valuable content, the key
with social media networking sites is to make connections and develop one-to-one
relationships. Social media networking sites are just another avenue for you to meet people
and develop relationships that can eventually lead to joint-venture partnerships, business
opportunities, and sales.

While most people think of doing free marketing on social media networking sites, another
huge opportunity is to do pay advertising on social media. The advantage of paid advertising on
social media, over other means of advertising, is that you can really laser target your ideal
audience by demographics, psychographics, etc. due to the large volume of personal
information these social media sites collect.

40
 CHAPTER – IV
DATA ANALYSIS

Definition
The process of evaluating data using analytical and logical reasoning to examine each
component of the data provided. This form of analysis is just one of the many steps that must
be completed when conducting a research experiment. Data from various sources is gathered,
reviewed, and then analyzed to form some sort of finding or conclusion. There are a variety of
specific data analysis method, some of which include data mining, text analytics, business
intelligence, and data visualizations.

In my research the data collected is primary and limited to Chandigarh only. The data has been
collected through questionnaire and the data collected has been presented through pie charts
and graphs. The questionnaire has been filled up by 70 respondents and the findings are made
through the limited information which was collected through questionnaire.

The data has been collected from the age group of 17-26 years

41
 Age(in years) No. of respondents Percentage
17-20 26 38%
21-23 39 55%
24-26 5 07%
TOTAL 70 100%
Inference: Above chart reveals that 38% of the respondents are in the age group of 17-20,
55% are in the age group of 21-23 and 07% are in the age group of 24-26.

The data has been collected from various different levels of education from school student to
the working class

Qualification Number of respondents percentage

School student 1 1.4%
Graduation Student 51 72.9%
Post-Graduation Student 12 17.1%
Working 6 8.6%
Total 70 100%

Inference:
Above chart reveals that 1.4% are school student, 72.9% are graduation student, 17.1% are
post-graduation students and rests are working i.e. 8.6%.

42
1.) How often do you use internet?

Particulars Number of respondents percentage

Once a week 2 2.9%

1-5 hrs. a day 36 51.4%

5-10 hrs. a day 17 24.3%

More than 10 hrs. 15 21.4%

Total 70 100%

Inference:
Above chart depicts that 2.9% respondents are user once a week, 51.4% users are 1-5
hrs a week, 24.3% users are 5-10 hrs a day and rest i.e. 21.4% are users more than 10
hrs.

43
2.) Are you aware of social networking sites?

Particulars Number of respondents Percentage

Yes 64 91.4%
No 4 5.71%
Maybe 2 2.89%
Total 70 100%
Inference:
The above chart depicts that 91.4% respondents are aware about social networking sites, 5.71%
don’t know about social networking sites and 2.89% respondents are not sure about their
answer.

3.) How often do you log in those networking site?

44
 Particulars Number of respondents percentage

Daily 37 52.9%
2-3 times 12 17.1%
More than 3 times 21 30%
Total 70 100%
Inference:
Above charts depicts that 52.9% respondents log in to social sites daily, 17.1% respondents log
in 2-3 times and 30% respondents access these sites more than 3 times.

4.) How many SNS profile do you have?

Particulars Number of respondents Percentage

Whatsapp 69 98.6%
Facebook 56 80%
Instagram 69 98.6%
Twitter 16 22.9%
LinkedIn 20 28.6%
Total 70
Inference:
The above chart depicts that 69 respondents have whatsapp and instagram profile, 56
respondents have Facebook, 16 have twitter and 20 have LinkedIn profile.

45
5.) In which SNS do you find ads communicated well?

Particulars Number of respondents percentage

Facebook 27 38.6%
Instagram 53 75.7%
Twitter 3 4.3%
YouTube 45 64.3%
LinkedIn 9 12.9%
Others 13 18.6%
Inference:
The above chart depicts that 27 respondents on whatsapp, 53 on instagram, 3 on twitter, 45 on
YouTube, 9 on LinkedIn and 13 on other social networking profiles the advertisements are
communicated well.

46
6.) What kinds of ads have you come across in these sites?

particulars Number of respondents percentage

Web banner 17 24.3%

Pop ups 25 35.7%

Flash ads 34 48.6%

Video ads 59 84.3%

Others 14 20%

Inference:
From the above chart 17 respondents have come across on web banner, 25 on pop ups, 34 on
flash ads, 59 on video ads and 14 on other ads. Peoples come across various ads according to
their recent searches.

47
7.) Do you agree ads appearing in SNS?

Particulars Number of respondents Percentage

Strongly agree 10 14.3%
Agree 19 27.1%
Neutral 29 41.4%
Disagree 6 8.6%
Strongly Disagree 6 8.6%
Total 70 100%

Inference:
The above chart depicts that 14.3% respondents strongly agree, 27.1% agree, 41.4% are
neutral, 8.6 % disagree and strong disagree for ads coming on their way. So some peoples agree
and some are don’t agree for ads coming on their way while accessing their social networking
sites.

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8.) Have you ever accessed these ads coming on your way?

Particulars Number of respondents Percentage

often 6 8.6%
sometimes 25 35.7%
never 11 15.7%
Depending upon ads 28 40%
total 70 100

Inference:
The above chart depicts that 8.6% respondents often access the ads, 35.7% sometimes access,
15.7% never access the ads, and 40% access the ads depending on the type on the ads. So most
of the peoples are influenced by the ads which comes on their way.

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9.) Did these kinds of ads made an impact over you?

Particulars Number of respondents percentage

No 19 27.5%

Maybe 30 42%

Total 70 100%

Inference:

The above chart says the 30% respondents are affected by these ads, 27.5% are not affected
and 42% are not sure because their answer depends on the type of ads they are seeing.

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10.) Do you think social media is the most sought after method adopted by
entrepreneurs’ young and old in the field of marketing, advertising, brand
Building and promotions?

Particulars Number of respondents Percentage

Yes 58 82.9%
No 12 17.1%
Total 70 100%

Inference:

The above chart says that 82.9% respondents say that the entrepreneurs should use the social
media marketing for the better results and productivity of the firm and remaining 17.1% says
no the social media marketing.

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11.) Which is the most effective solution for brand promotion?

Particulars Number of Percentage

respondents
Social media 65 94.2%
Print media 4 5.8%
Total 69 100%

Inference:
The above chart says that social media is the best way for brand promotion these days i.e.
94.2% people agree with this and remaining 5.8% don’t agree with the way as they think there
are various other good ways for the brand promotion.

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12.) Do you think social media marketing will help the firms to find their
potential Customers?

Particulars Number of respondents Percentage

Yes 46 65.7%
No 2 2.9%
Maybe 22 31.4%
Total 70 100%

Inference:

The above chart says the 65.7% respondents says that social media helps in finding up their
potential customers, 2.9% say no and 31.4% says that maybe social media helps in finding
potential customers.

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13. Do you follow your favorite brands on social networking sites like Facebook,
Twitter and instagram?

Particulars Number of Percentage

respondents
Yes 61 89.7%
No 7 10.3%
Total 68 100%

Inference:
The above chart says that 89.7% respondents follow their favorite brands on the social media
i.e. on Facebook, instagram etc. and 10.3% don’t follow their favorite brands on social
networking sites. So the social media is one of the best means of advertising and finding best
costumers.

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 14.) If yes, why do you follow them?

Particulars Number of respondents Percentage

Just because you like those 34 54.8%

brands
You’re very keen to know 30 46.8%
about their new offerings
To know how well they are in 16 25.8%
Marketing.

Inference: The above chart says that the 54.8% respondents follow their favorite brands on
social media because they like those brand, 46.8% respondents want to know about new
offerings, and 25.8% follow their favorite brands because they want to know how well they are
in Marketing.

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 CHAPTER – V

FINDINGS
The below findings are the facts which are made on the basis of data collected and pie charts
and the other tables above and as the above data is primary and limited to Chandigarh only so
the findings are not correct and exact but it is true to some extent.

1.) 91.4% of the respondents are aware of social networking websites.

2.) Respondents say the advertisements are well communicated on Facebook, instagram and
YouTube.

3.) Most of the respondents come across with flash and video ads so these are the best for
social media marketing.

4.) 41.4% agree that ads should be appears in social networking sites so it will help consumers
to know about their favorite brands.

5.) 82.9% respondents say that entrepreneurs should use the social media marketing tool as it
is good for brand building and promotions.

6.) 94.2% respondents say social media is better than print media for brand promotions.

7.) 65.7% respondents say that social media marketing helps the brand to find their potential
and loyal customers.

8.) Social media marketing relative cost is very much less than the traditional marketing

9.) Social media marketing helps B2B and B2C firms to find costumers and increase sale.

10.) 89.7% respondents follow their favorite brands on the social media networking websites.

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 SUGGESTIONS

1. Lead with objectives

Start with your top three marketing objectives, then evaluate how social media may help you
achieve them. Too often business owners buy into the idea that ‘I have to be there. I have to be
in all these new places or I’ll be left behind.’ But social media has to help you reach your
objectives or you’re just wasting time. Don’t think of social media as just a megaphone for your
business, but think about how it can help you reach your goals.

2. Start a conversation
The key thing with Facebook is to remember that the algorithm they use rewards posts that
have interaction. If a business posts something but no one responds, then Facebook won't
show it to anyone. They're trying to keep people on their website, and they can only do that by
showing posts and stories that people find interesting. It's going to get more difficult, as
Facebook announced they're going to be changing their algorithm. They'll now favor content
from friends over companies and other pages. The key is to ask questions and respond to the
answers. A car dealer could post a picture of someone buying their first car and, sure, it's
interesting enough. But if they turn around and ask people, ‘What was your first car?’ they have
a chance to get people to answer, and then they can respond. Now, to that person who
answered the question, it's not a car dealer, it's a car dealer who knows his first car.

3. Show appreciation
The most important thing about social media is that it’s not just about you! Social media is not a
monologue where you tell the world about the awards you’ve won, or the special deals on your
products and services. It’s an opportunity for you to connect, in a meaningful way, with the
people who have helped you and supported you in business. If you think about the 10 to 20
most important people in your business world, social media allows you to recognize and thank

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them for helping you along the way. You can thank them by giving recognition to their posts
and tweets: like, follow, and share their messages. It’s your way of saying thank you. More
importantly, they will appreciate the gesture and continue to support your efforts.

4. Dominate on one platform

Find out where your target customer spends time online. Then pick one social platform and
dominate on that one. Claim your profiles on the other networks, but focus most of your time
on that one. Listen first. You need to be ‘friend-raising’ online.

5. Create a calendar
Planning your social media activities will allow you to post consistently—and get more
consistent results. You can create a strategy and actually get better results with less time and
effort. You can determine which activities to automate and which to assign, whether that’s to
an employee or contractor.

6. be visual
Attention spans are short so be sure to add photos and videos to your social content. It will
boost engagement and is perfect for businesses with products to show off. If you have a
service-based business, consider a photo with words or a photo that complements your text.
And don’t overlook visually-oriented platforms like Instagram and Pinterest.

7. Don’t try to do it yourself

As a small business owner, your time is limited, so delegate social media work to someone (or a
team) in your company, or engage an outside expert. Then add the cost of your social media
strategy to your budget.

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 QUESTIONNAIRE

1. Age

2. Educational Qualification

3. How often do you use internet?

• Once a week
• 1 or 2 hrs a day
• 2 to 3 days a week
• More than 3 hrs

4. Are you aware of social networking sites?

• Yes
• No

5. How often do you log in those networking site?

• Daily
• 2 to 3 times a day
• Once a week
• More than 3 times a day

6. How many SNS profile do you have?

• Whatsapp
• Face book
• Twitter
• Instagram
• LinkedIn

7. In which SNS do you find ads communicated well?

• Facebook
• Instagram
• Twitter
• YouTube
• LinkedIn
• Others
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8. Do you agree ads appearing in SNS?
• Strongly Agree
• Agree
• Neutral
• Disagree
• Strongly Disagree

9. Have you ever accessed these ads coming on your way?

• Often
• Sometimes
• Never
• Depending on ads

10. Did these kinds of ads made an impact over you?

• Strongly Agree
• Agree
• Neutral
• Disagree
• Strongly Disagree

11. Do you think social media is the most sought after method adopted by
entrepreneurs’ young and old in the field of marketing, advertising, brand
Building and promotions?
1. Yes
2. No

12. Which is the most effective solution for brand promotion?

1. Social media
2. Print media

13. Do you think social media marketing will help the firms to find their
potential Customers?
1. Yes
2. No
3 maybe

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14 Do you think the relative cost is much lesser as compared with traditional?
Advertising?
1. Yes
2 no
3 depends

15. Do you follow your favorite brands on social networking sites like Facebook,
Twitter and instagram?
1. Yes
2. No

16. If yes, why do you follow them?

1. Just because you like those brands
2. You’re very keen to know about their new offerings.
3. To know how well they are in marketing.

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 BIBLIOGRAPHY
Textbooks:

 Philip Kotler, “Marketing Management” prentice hall of India, 13 th edition”

 Guy Kawasaki and Peg Fitzpatrick, “The Art of Social Media: Power Tips for Power Users”
 Dave Chaffey, “E-Business and E-Commerce Management”

Newspapers:

 Hindustan Times.
 Times of India.

Internet Sources:

 www.wikipedia.org.
 www.shodganga.com
 www.facebook.com
 www.scribd.com
 www.issuu.com
 www.free-ebooks.net
 www.slideshare.net

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