A Project Report on Social Media and its effects on advertisements.

Submitted to

University of Mumbai for partial completion of the degree of

Bachelor of Management Studies

Under the faculty of Commerce - Management

By

Kunal Shravan Chavan

Under the Guidance of

Prof. Ruchika Bassi

Mahatma Education Society

Pillai College of Arts, Commerce and Science, Plot no.10, Sector 16, New
Panvel,

Navi Mumbai, Maharashtra, 410206

2019-2020

Mahatma Education Society’s, Pillai College of Arts, Commerce and Science,

Dr. K. M. Vasudevan Pillai Campus, Plot no.10, Sector 16, New Panvel , Navi
Mumbai, Maharashtra, 410206
 Certificate

This is to certify that Mr. Kunal Shravan Chavan has duly completed his Project
Work for the degree of Bachelor of Management Studies under the Faculty of
Commerce in the subject of Marketing and his project is entitled, Social Media
and its effects on advertisements under my supervision.

I further certify that the entire work has been done by the learner under my
guidance and that no part of it has been submitted previously for any Degree or
Diploma of any university.

It is his own work and facts reported by his personal experiences.

Name and signature Principal External Examiner

of Guiding Teacher Dr.CA Gajanan P Wader University of Mumbai
Ruchika Bassi

Date of submission:

College seal
 Declaration

I am undersigned Mr. Kunal Shravan Chavan here by, declare that the work
embodied in this project work titled “Social Media and its effects on
Advertisements”, forms my own contribution to the research work carried out
under the guidance of Prof. Ruchika Bassi is a result of my own research work
and had not been previously submitted to any other University for any other
Degree/Diploma to this or any other University.

I, here by further declare that all information of this document has been obtained
and presented in accordance with academic rules and ethical conduct.

Kunal Shravan Chavan

Acknowledgment

To list all who have helped me is difficult because they are so numerous and the
depth is so enormous.

I would like to acknowledge the following as being idealistic channels and fresh
dimension in the completion of this project.

I take this opportunity to thank the University of Mumbai for giving me chance
to do this project

I would like to thank my Principal, Dr. CA Gajanan. Wader for providing the
necessary facilities required for completion of this project.

I take this opportunity to thank our Coordinator, Asst Prof. Nithya Varghese for
her moral support and guidance.

I would also like to express my sincere gratitude towards my project guide Asst
Prof. Ruchika Bassi whose guidance and care made the project successful.

I would like to thank my College Library for having provided various reference
books and magazines related to my project,

Lastly, I would like to thank each and every person who directly or indirectly
helped me in the completion of the project especially my Parents and Peers who
supported me throughout my project.
 INDEX

SR NO. PARTICULAR PAGE NO.

I Chapter1: Introduction

II Chapter 2: Research Methodology

III Chapter 3: Conceptual Framework

IV Chapter 4: Data analysis

V Chapter 5: Conclusions

VI Chapter 6: Conclusion and Recommendation

Biblography

Appendix
 Executive Summary

To study the objectives, roles functions of advertisement. The impact of social

media on consumer behavior. The impact of advertisement as a medium of
communication via social media. This is a study as a whole of the impact on and
essentiality in advertisement through the means of social media. This project
aims at studying the behavior of parents regarding the use of social media
Advertisement industry has taken a huge step by deciding to promote their
company, products and service by means of social media This product shows us
the overall development of our youth in digital sectors. This also shows the
overall digitalization process. This is a study as a whole of the impact on and
essentiality in advertisement through the means of social media. This project
aims at studying the behavior of parents regarding the use of social media
Advertisement industry has taken a huge step by deciding to promote their
company, products and service by means of social media. This is a study as a
whole of the impact on and essentiality in advertisement through the means of
social media. This project aims at studying the behavior of parents regarding the
use of social media Advertisement industry has taken a huge step by deciding
to promote their company, products and service by means of social media. The
impact of advertisement as a medium of communication via social media
 CHAPTER 1

INTRODUCTION

INTRODUCTION TO SOCIAL MEDIA AND ITS EFFECT ON

ADVERTISEMENT

It’s a digital world. Today each and everything we do on a daily basis revolve
around modern technology and electronic media or electronic means. We live
in a modern world where we have to keep our self-updated about latest affairs
and things going on around us. Today, with the help of social media sharing and
imparting knowledge has become so easy that even a 10-year-old kid cans use
these means easily or even better than some of the adults. It is very important
for us knows this concept of social media thoroughly so that we are aware of all
the pros. And cons. Related to this thing that we are using on a daily basis now.
I have personally chosen this topic as my project work to study and educate all
the people who are going through it about social media and how it effects
advertisement of a product and service. We will be having a look at the concept
of social media, its advantages, disadvantages, uses and finally how it effects
advertisement of a product or a service. We will be covering all these topics step
by step for a proper understanding and through study of the selected topic. Let’s
have a look at what is social media in general and what are the things attached
to it.

social media (noun)

websites and applications that enable users to create and share content or to
participate in social networking.
Recently, the world has seen a lot of protests, riots and demonstration by a lot
of young people who feel that they have been cheated in one way or the by
governments in the country they come from some resulted in acts of violence as
a result of these developments. As we see on television and listen on the radio
about the protests of other young people, we come across a large turn-out at
these protests and you could ask yourself what kind of media

organizers use to mobilize the youth because traditional media (television, radio
and bill board advertising) might be too expensive to use but one thing that
comes to mind is social media mainly Facebook, Twitter, Voices of Youth or
YouTube, in some places Blackberry messaging. Some call it "the social media
revolution."

Social media offers platforms that everyone can use freely, it gives young people
the opportunity to share information among themselves in any way very easily
and the level of interaction is very high because your contacts to which your
message is been carried is always online (at the computer or via cellphone). In
the moment when you send a message, the person on the other side receives it
and the conversation goes on. Knowing this innovative and easy method to
mobilize people, youth can organize meetings or protests via the internet where
every other young person online can find out about it and get all the information.
This has made the world very communal in the sense that these social media
platforms give young people the chance to communicate instantly among
themselves and so easy that events happening miles away from locations of
other people can be shared online for everybody

In the old days when events happened at one place, it would take a while before
people at another would find about them but now through social media, events
and news are known worldwide in split seconds after they are shared and this
has made the world one. Take a look at the events in the Arab world and recently
England. Information among young people to mobilize themselves was the work
of social media and even the whole world got to know about events in those
places.

Today’s youth have never known a world without the Internet, which is a piece
of information adults must put into context when they think about and compare,
generationally, social networking to face-to-face communications. According to
the Pew Internet & American Life Project, more than 93% of both teens (12-17)
and young adults (18-29) in the United States use the Internet regularly, and
more than 70% use social networking sites. Furthermore, among online teens,
62% use the Internet to get news about current events and politics, 48% use it to
make purchases (books, clothing, and music), and 31% use it to get health,
dieting, or physical fitness information. Online social networking presents both
opportunities and risks. I think social networking has become our need now. But
like a coin it too has merits and demerits, so it totally depends on a person to use
it productively or for just wastage of time. In my point of view Social
networking

In my point of view Social networking Site, the name itself describe its meaning,
that connection all over world. It has good and bad site, which site we will
improve, this depend on us.

Basically, it is a platform for connecting people with different cultures, societies

and different types of people living all over the world. Now a days in busy life
it become impossible to spend time with close friend, relatives and with those
who lives far away from us, SMS help us to communicate with them in a
minute. I think social networking sites are playing vital role in society. People
use this source to communicate with each other. And can share their feelings
with everyone. In the sense of pictures and status. We can find latest job alerts
anddailywalking. Some peoples can use this site for spending time. And some
wants to stay connected with their friends and family. That's why I think social
networking sites are very important.

This media easily connects people with others. We show our ideas or thoughts
in front of the world. We gain many knowledge and up-to-date information
about anything that we like.

Many people share sorrows and joys of using this method. This is the main
credits of media. Now a days many people spend lots of time in social media.
People have a limit to use social media. Social media may lead to good and bad
aspect. We have use that in proper way. It’s all in our hand. For egg If we are
happy or sad, we now a days share it with our known ones via social networking
by uploading a picture or updating our status!

If we use it in limited and effective way then it is simply the best gift we get in
this modern era. Its advantage are unlimited we can get in touch with friend,
family and even the unknown one for completely free. Sharing picture and
feeling to many people in just a single click, it is also time effective as one can
simply post the message on his/her wall and it spread to everyone.

In our busy life social networking sites is one of our common way to
communicate with our family and friends. It gives us a platform to share our
photos, videos and information to all at one time. Some sites provide virtual
platform not only to meet dear ones, but also interviews and business meeting
are conducting through videoconferencing. Also, a platform for marketing like
new companies can promote their product, new writers promote their books. We
can get updates every second what is happening around the world. If any natural
disaster take place at afar of our place then through these sites, we can help them
by donating money and providing clothes, food, medicine. Youth lose their
valuable time by addicting to this, fake accounts increases the cybercrimes,
some terrorist groups motivate the youth towards them and also traps the officers
gets imp information. So, there are some positive and negatives in this but one
should note that lack of ignorance's only makes them a victim and depends on
the user attitude and character.
The process of empowering youth to make safe and responsible decisions online
can be compared to the process by which they may have learned to safely cross
the street. First, they hold hands with an adult, and then they gain a little more
independence and might be watched from afar. Ultimately, they become capable
of making safe and responsible decisions on their own.

1.1 Social media: -

Social media are computer-mediated tools that allow people to create, share or
exchange information, ideas, and pictures/videos in virtual
communities and networks. Social media is defined as "a group of Internet-
based applications that build on the ideological and technological foundations
of Web 2.0, and that allow the creation and exchange of user-generated
content. Furthermore, social media depend on mobile and web-based
technologies to create highly interactive platforms through which individuals
and communities share, co-create, discuss, and modify user-generated content.
They introduce substantial and pervasive changes to communication between
businesses, organizations, communities, and individuals. These changes are the
focus of the emerging field of techno stuff studies. Social media differ from
traditional or industrial media in many ways, including quality reach, frequency,
usability, immediacy and permanence. Social media operates in a dialogic
transmission system, (many sources to many receivers). This is in contrast to
traditional media that operates under a monologist transmission model (one
source to many receivers).

"Social media has been broadly defined to refer to 'the many relatively
inexpensive and widely accessible electronic tools that enable anyone to publish
and access information, collaborate on a common effort, or build relationships'".

There are many effects that stem from internet usage. According to Nielsen,
internet users continue to spend more time with social media sites than any other
type of site. At the same time, the total time spent on social media in the U.S.
across PC and mobile devices increased by 99 percent to 121 billion minutes in
July 2012 compared to 66 billion minutes in July 2011. For content contributors,
the benefits of participating in social media have gone beyond simply social
sharing to building reputation and bringing in career opportunities and monetary
income, as discussed in Tang, Gu, and Winston (2012)

Above are the commonly used social networking sites in india.

from left to right: - twitter, Instagram, google plus, Facebook, tumbler,
YouTube & the like sign on Facebook.
 Social media on smart phones gives an easy access to everyone.

2. Advertisement: -

Advertising is how a company encourages people to buy

their products, services or ideas. An advertisement (or "ad" for short) is
anything that draws good attention towards these things. It is usually designed
by an identified sponsor, and performed through a variety of media. Ads appear
on television as well as radio, newspapers, magazines and
as billboards in streets and cities. They try to get people to buy their products,
by showing them the good rather than bad of their products.

Advertisers influence our identity by making adverts. Many people agree that
they influence our identity and they have a huge impact on our life. They
influence our identity by using things such as techniques, stereotypes and
targeting our audience. Our personal identity is who we are and what things
make us up such as occupation, beliefs, personality, self-esteem, lifestyle,
relationships, friends, how we look and what we wear. Advertisers use
techniques to grab people's attention. For example, to make a burger look tasty
in advertising, it may be painted with brown food colors, sprayed with
waterproofing to prevent it from going soggy and sesame seeds may be super-
glued in place. Advertising can bring new customers and more sales for the
business. It can be expensive but can help make a business make more money.
An advertisement (or "ad" for short) is anything that draws good attention
towards these things. It is usually designed by an identified sponsor, and
performed through a variety of media. Ads appear on television, as well as radio,
newspapers, magazines and as billboards in streets and cities. Advertising is
always present, though people may not be aware of it. In today's world,
advertising uses every possible media to get its message through. It does this via
television, print (newspapers, magazines, journals etc), radio, press, internet,
direct selling, hoardings, mailers, contests, sponsorships, posters, clothes,
events, colors, sounds, visuals and even people (endorsements).

The advertising industry is made of companies that advertise, agencies that

create the advertisements, media that carries the ads, and a host of people like
copy editors, visualizers, brand managers, researchers, creative heads and
designers who take it the last mile to the customer or receiver. A company that
needs to advertise itself and/or its products hires an advertising agency. The
company briefs the agency on the brand, its imagery, the ideals and values
behind it, the target segments and so on. The agencies convert the ideas and
concepts to create the visuals, text, layouts and themes to communicate with the
user. After approval from the client, the ads go on air, as per the bookings done
by the agency's media buying unit. Paid, non-personal,
public communication about causes, goods and services, ideas, organizations,
people, and places, through means such as direct mail, telephone, print, radio,
television, and internet. An integral part of marketing, advertisements are public
notices designed to inform and motivate. Their objective is to change the
thinking pattern (or buying behavior) of the recipient, so that he or she is
persuaded to take the action desired by the advertiser. When aired on radio or
television, an advertisement is called a commercial.

Definition-

Advertisement
noun
any public notice, as a printed display in anewspaper, short film on television,
announcementon radio, etc, designed to sell goods, publicize anevent, etc Shor
tened forms ad, advert

Sports man endorsing Cough Relief Lozenges in India (VICKS)

BOLLYWOOD CELEBRITY ENDORSING A SOFT DRINK (COCA-

COLA)
1.3 SOCIAL MEDIA ADVERTISMENT: Social network
advertising, also social media targeting is a group of terms that are used to
describe forms of online advertising that focus on social networking services.
One of the major benefits of this type of advertising is that advertisers can take
advantage of the users' demographic information and target their ads
appropriately.

Social media targeting combines current targeting options

(like geotargeting, behavioral targeting, socio-psychographic targeting, etc.), to
make detailed target group identification possible. With social media targeting,
advertisements are distributed to users based on information gathered from
target group profiles.

Social network advertising is not necessarily the same as social media

advertising. Social media targeting is a method of optimizing social media
advertising by using profile data to deliver advertisements directly to individual
users. Social media targeting refers to the process of matching social network
users to target groups that have been specified by the advertiser.

People who use social networks store various information about themselves
including, but not limited to, their age, gender, interests, and location. This
stored information allows advertisers to create specific target groups and
individualize their advertisements. The advantage for advertisers is that their ads
can reach people who are interested in the product or service. The advantage for
users is that they can see ads that appeal to them. Facebook, for example, the
hugely popular social network, has developed a targeting technology which
allows advertisements to reach a specific audience. This is why Facebook users
see advertisements on their profile page that are tailored to their gender, music
taste, or location.
A face book homepage screenshot showing advertisement on extreme
right-hand side of the page. (Within orange bordering)

ads popups on YouTube homepage. (top).

 CHAPTER 2

RESEARCH METHODOLOGY.

The process used to collect information and data for the purpose
of making decisions. The methodology may
include publication research, interviews, surveys and other
research techniques, and could include both present and historical information.
A research basically means:

To study (something) thoroughly so as to present in a detailed, accurate manner

2.1 Types of research: -

Qualitative

This type of research methods involves describing in details specific situation

using research tools like interviews, surveys, and Observations. Qualitative
Research is primarily exploratory research. It is used to gain an understanding
of underlying reasons, opinions, and motivations. It provides insights into the
problem or helps to develop ideas or hypotheses for potential quantitative
research. Qualitative Research is also used to uncover trends in thought and
opinions, and dive deeper into the problem. Qualitative data collection methods
vary using unstructured or semi-structured techniques. Some common methods
include focus groups (group discussions), individual interviews, and
participation/observations. The sample size is typically small, and respondents
are selected to fulfill a given quota.

Quantitative
This type of research methods requires quantifiable data
involving numerical and statistical explanations.
 Quantitative Research is used to quantify the problem by
way of generating numerical data or data that can be
transformed into useable statistics. It is used to quantify
attitudes, opinions, behaviors, and other defined
variables – and generalize results from a larger sample
population. Quantitative Research uses measurable data
to formulate facts and uncover patterns in research.

2.2 Research methods used in this project: -

 Primary data-

QUESTIONNAIRE

A questionnaire is a research instrument consisting of a series of questions and

other prompts for the purpose of gathering information from respondents. The
questionnaire was invented by the Statistical Society of London in 1838 A copy
of the instrument is published in the Journal of the Statistical Society, Volume
1, Issue 1, 1838, pages 5–13.

Questionnaires have advantages over some other types of surveys in that they
are cheap, do not require as much effort from the questioner as verbal or
telephone surveys, and often have standardized answers that make it simple to
compile data. However, such standardized answers may frustrate users.
Questionnaires are also sharply limited by the fact that respondents must be able
to read the questions and respond to them. Thus, for some demographic groups
conducting a survey by questionnaire may not be concrete.

As a type of survey, questionnaires also have many of the same problems

relating to question construction and wording that exist in other types of opinion
polls.
  Secondary data-

i. Reference from books

A part of this project work comes from small references from various books available in
the market. The theory of advertisement directly comes from the B.M.S depart men books
which is further explained in detail on my personal understanding with the help of my
faculty teachers.

ii. Data from internet

Then conceptual content included in this project work has been taken from
various different websites. The content is altered on the basis of my
understanding from the internet and some part is included directly from internet
after thoroughly reading the included content. A part of advertisement concept,
meaning of social media, advantages, disadvantages, and effects of social media
on advertisement is a combination of data from books and internet largely.

iii. Reference from newspaper & magazines

Newspaper and magazines are filled with flashy news regarding social
networking news telling us about various activities of our favorite celebrity,
sportsmen, role models and public icons. Advertising industry is playing smart
on this point. They use these celebs and role models to advertise about various
products on the internet or on social media. This all things are referred from
newspapers and included in this project for further understanding.

2.3 Objectives of the research

1- To study about the social media in a detailed manner

 2- To know about various types of social media websites which are widely
used in India.

3- To study the concept of advertisement on social networking sites

4- To know the effectiveness of advertisements on social network

7- To study the difference in marketing and advertisement success rates

before and after social networking advertisement was introduced.

8- To know the advantages and disadvantages of social networks on youths.

9- To study the advantages and disadvantages of advertisement on social

networking.

4. HYPOTHESES

Hypothesis 1: There is no relationship between the extent to which users

consider “privacy” as an

Hypothesis 2: There is no relationship between the extent to which users

consider “giving ad” on

Hypothesis 3: The notion that whether advertisements in Social Networking

Sites are unable to grab other.

Hypothesis 4: Types of response towards a common/familiar advertisement on

Social Networking

Hypothesis 5: There is no difference between the opinions regarding enthusiasm

about advertising

Social Networking Sites and the types of priority for maintaining an account in
Social Networking Sites.

Hypothesis 6: Difference between priorities for logging into Social Networking

Sites and the habit of going through an advertisement on Social Networking
Sites, are independent of each other.
Hypothesis 7: There is no relationship between the extent to which users think
of advertisement on social Networking Sites as useful and preference for
clothing shop advertisement.

Hypothesis 8: There is no relationship between the extents to which users like

the idea of innovative

advertisement on Social Networking Sites and preference for local boutiques

advertisement.

Hypothesis 9: There is no relationship between the types of features of an

advertisement on Social

Networking Sites that attract the users and preference for food shop
advertisement.
Hypothesis 10: There is no relationship between the types of features of an
advertisement on Social

Networking Sites that attract the users and preference for local boutiques
advertisement.

Hypothesis 11: There is no relationship between the types of features of an

advertisement on Social

Networking Sites that attract the users and preference for educational institutes’
advertisement.

2.3 Objectives of the research

1- To study about the social media in a detailed manner

2- To know about various types of social media websites which are widely
Used in India.

3- To study the concept of advertisement on social networking sites

4- To know the effectiveness of advertisements on social network

5- To study the difference in marketing and advertisement success rates

Before and after social networking advertisement was introduced.

6- To know the advantages and disadvantages of social networks on youths.

7- To study the advantages and disadvantages of advertisement on social

Networking.

2.4 Scope of the research-

The general scope of this research is to study the social networking websites
That are most commonly used in India. The scope spreads from general
Mentality and thinking process of the people regarding social network s and to
Study the effect of advertisement on people via social networking. This
Research studies the success rate and effectiveness of online advertisement on
The general behaviour of the people using social media networks.

This research cover major social Networking platforms that are as follows; -

1. FACEBOOK

2. TWITTER

3. YOUTUBE

4. GOOGLE

5. INSTAGRAM.
 CHAPTER 3

LITERATURE REVIEW

3.1 Social media as a whole.

1. Social media are computer-mediated tools that allow people to create, share
or exchange information, ideas and picture pictures/videos in virtual
communities and networks. Social media is defined as "a group of Internet-
based applications that build on the ideological and technological foundations
of Web 2.0, and that allow the creation and exchange of user-generated
content." Furthermore, social media depend on mobile and web-based
technologies to create highly interactive platforms through which individuals
and communities share, co-create, discuss, and modify user-generated content.
They introduce substantial and pervasive changes to communication between
businesses, organizations, communities, and individuals.] These changes are the
focus of the emerging field of techno self-studies. Social media differ from
traditional or industrial media in many ways, including quality, reach,
frequency, usability, immediacy and permanence. Social media operates in a
dialogic transmission system, (many sources to many receivers).] This is in
contrast to traditional media that operates under a monologist transmission
model (one source to many receivers).

" Social media has been broadly defined to refer to 'the many relatively
inexpensive and widely accessible electronic tools that enable anyone to publish
and access information, collaborate on a common effort, or build relationships'’
There are many effects that stem from internet usage. According to Nielsen,
internet users continue to spend more time with social media sites than any other
type of site. At the same time, the total time spent on social media in the U.S.
across PC and mobile devices increased by 99 percent to 121 billion minutes in
July 2012 compared to 66 billion minutes in July 2011. For content contributors,
the benefits of participating in social media have gone beyond simply social
sharing to building reputation and bringing in career opportunities and monetary
income, as discussed in Tang, Gu, and Winston (2012).

Social media technologies take on many different form

including blogs, business networks, enterprise social
networks, forums, microblogs, photo sharing, products/services review, social
bookmarking, social gaming, social networks, video sharing and virtual worlds.
The development of social media started off with simple platforms such as
sixdegrees.com. Unlike instant messaging clients such as ICQ and AOL’s AIM,
sixdegrees.com was the first online business that was created for real people,
using their real names. However, the first social networks were short-lived
because their users lost interest. The Social Network Revolution has led to the
[]
rise of the networking sites. Research shows that the audience spends 22
percent of their time on social networking sites, thus proving how popular social
media platforms have become.

Some social media sites have greater virality - defined as a greater likelihood
that users will reshare content posted (by another user) to their social network.
Many social media sites provide specific functionality to help users reshare
content - for example, Twitter's retweet button, painters pin or Tumblr's reclog
function. Businesses may have a particular interest in viral marketing; nonprofit
organizations and activists may have similar interests in virality.

Mobile social media refers to the combination of mobile devices and social
media. This is a group of mobile marketing applications that allow the creation
 and exchange of user-generated content. Due to the fact that mobile social media
run on mobile devices, they differ from traditional social media by incorporating
new factors such as the current location of the user (location-sensitivity) or the
time delay between sending and receiving messages (time-sensitivity).
According to Andreas Kaplan, mobile social media applications can be
differentiated among four types

1. Space-timers (location and time sensitive): Exchange of messages with

relevance for one specific location at one specific point in time (e.g. Facebook
Places; Foursquare)

2. Space-locators (only location sensitive): Exchange of messages, with relevance

for one specific location, which are tagged to a certain place and read later by
others (e.g. Yelp; Qype)

3. Quick-timers (only time sensitive): Transfer of traditional social media

applications to mobile devices to increase immediacy (e.g. posting
Twitter messages or Facebook status updates)

4. Slow-timers (neither location, nor time sensitive): Transfer of traditional social

media applications to mobile devices (e.g. watching a YouTube video or reading
a Wikipedia entry)

5. Mobile social media and business potential

6. Although traditional social media offer a variety of opportunities for companies

in a wide range of business sectors, Economic Sector mobile social media makes
use of the location- and time-sensitivity aspects of it in order to engage into
 marketing research, communication, sales promotions/discounts, and
relationship development/loyalty programs.

7. Marketing research: Mobile social media applications offer data about offline
consumer movements at a level of detail heretofore limited to online companies.
Any firm can now know the exact time at which a customer entered one of its
outlets, as well as comments made during the visit.

 Communication: Mobile social media communication takes two forms, the first
of which is company-to-consumer in which a company may establish a
connection to a consumer based on its location and provide reviews about
locations nearby.

 The second type of communication is user-generated content. For example,

McDonald's offered $5 and $10 gift cards to 100 users randomly selected among
those checking in at one of the restaurants. This promotion increased check-ins
by 33% (from 2,146 to 2,865), resulted in over 50 articles and blog posts, and
prompted several hundred thousand news feeds and Twitter messages.


 Sales promotions and discounts: Although in the past customers had to use
printed coupons, mobile social media allows companies to tailor promotions to
specific users at specific times. For example, when launching its California-
Cancun service, Virgin America offered users who checked in through Loopt at
one of three designated Border Grill taco trucks in San Francisco and Los
Angeles between 11 am and 3 pm on August 31, 2010, two tacos for $1 and two
flights to Mexico for the price of one.


Relationship development and loyalty programs: In order to increase long-term

relationships with customers, companies are able to create loyalty programs that
 allow customers who check-in regularly at a location to earn discounts or perks.
For example, American Eagle Outfitters remunerates such customers with a
tiered 10%, 15%, or 20% discount on their total purchase.

 E-Commerce: Mobile social media applications such

as Amazon.com and Pinterest are influencing an upward trend in the popularity
and accessibility of e-commerce, or online purchases.

According to the Nielsen Company's "The U.S. Digital Consumer Report",

almost half (47%) of smartphone owners visit social networks every day via
mobile applications. With the rapid adoption of mobile devices, social media
has a symbiotic relationship with the mobile consumer.

3.2- Social networking.

A social networking service (also social networking site or SNS) is a

platform to build social networks or social relations among people who share
similar interests, activities, backgrounds or real-life connections. A social
network service consists of a representation of each user (often a profile), his or
her social links, and a variety of additional services. Social network sites are
web-based services that allow individuals to create a public profile, create a list
of users with whom to share connections, and view and cross the connections
within the system. Most social network services are web-based and provide
means for users to interact over the Internet, such as e-mail and instant
messaging. Social network sites are varied and they incorporate new
information and communication tools such as mobile connectivity,
photo/video/sharing and blogging. [Online community services are sometimes
considered a social network service, though in a broader sense, social network
service usually means an individual-centered service whereas online
community services are group-centered. Social networking sites allow users to
share ideas, pictures, posts, activities, events, and interests with people in their
network.

The main types of social networking services are those that contain category
places (such as former school year or classmates), means to connect with friends
(usually with self-description pages), and a recommendation system linked to
trust. Popular methods now combine many of these, with American-based
services such
as Facebook, Google+, LinkedIn, instagram, Reddit, Pinterest, Vine, Tumblr,
and Twitter widely used worldwide

Early social networking on the World Wide Web began in the form of
generalized online communities such as Theglobe.com (1995),
GeoCities (1994) and Tripod.com (1995). Many of these early communities
focused on bringing people together to interact with each other through chat
rooms, and encouraged users to share personal information and ideas via
personal webpages by providing easy-to-use publishing tools and free or
inexpensive webspace. Some communities - such asClassmates.com - took a
different approach by simply having people link to each other via email
addresses. planetfall started in 1996.

In the late 1990s, user profiles became a central feature of social networking
sites, allowing users to compile lists of "friends" and search for other users with
similar interests. New social networking methods were developed by the end of
the 1990s, and many sites began to develop more advanced features for users to
find and manage friends. This newer generation of social networking sites began
to flourish with the emergence of SixDegrees.com in 1997,] followed
by Macrocyclic in 2000, Hub Culture and Friendster in 2002, and soon became
part of the Internet mainstream. Friendster was followed
by Myspace and LinkedIn a year later, and eventually bebop. Friendster became
very popular in the Pacific Island. Orkut became the first popular social
networking service in Brazil (although most of its very first users were from the
United States) and quickly grew in popularity in India (Madhava, 2007).
Attesting to the rapid increase in social networking sites' popularity, by 2005, it
was reported that myspace was getting more page views than Google. Facebook
launched in 2004, became the largest social networking site in the world in early
2009. Facebook was first introduced (in 2004) as a Harvard social networking
site, expanding to other universities and eventually, anyone.

Web-based social networking services make it possible to connect people who

share interests and activities across political, economic, and geographic
borders. Through e-mail and instant messaging, online communities are created
where a gift economy and reciprocal altruism are encouraged
through cooperation. Information is suited to a gift economy, as information is
a nonrival good and can be gifted at practically no cost. Scholars [ have noted
that the term "Social" cannot account for technological features of the social
network platforms alone. Hence, the level of network sociability should
determine by the actual performances of its users.

Companies are using social media as a way to learn about potential employees'
personalities and behavior. In numerous situations a candidate who might
otherwise have been hired has been rejected due to offensive or otherwise
unseemly photos or comments posted to social networks or appearing on a
newsfeed.

Facebook and other social networking tools are increasingly the object of
scholarly research. Scholars in many fields have begun to investigate the impact
of social networking sites, investigating how such sites may play into issues
of identity, privacy, social capital, youth culture, and education.

Several websites are beginning to tap into the power of the social networking
model for philanthropy. Such models provide a means for connecting otherwise
fragmented industries and small organizations without the resources to reach a
broader audience with interested users. Social networks are providing a different
way for individuals to communicate digitally. These communities of hypertexts
allow for the sharing of information and ideas, an old concept placed in a digital
environment.

In 2011, HCL Technologies conducted research that showed that 50% of British
employers had banned the use of social networking sites/services during office
hours.

A cyberpsychology research study conducted by Australian researchers

demonstrated that a number of positive psychological outcomes are related to
Facebook use. These researchers established that people can derive a sense of
social connectedness and belongingness in the online environment. Importantly,
this online social connectedness was associated with lower levels of depression
and anxiety, and greater levels of subjective wellbeing. These findings suggest
that the nature of online social networking determines the outcomes of online
social network use.

3.3- Different types of social media in India.

3.3.1- FACEBOOK.

Facebook is an online social networking service headquartered in Menlo Park,

California. Its website was launched on February 4, 2004, by Mark
Zuckerberg with his Harvard College roommates and fellow students Eduardo
Saverin, Andrew McCollum, Dustin Moskovitz and Chris Hughes. The
founders had initially limited the website's membership to Harvard students, but
later expanded it to colleges in the Boston area, the Ivy League, and Stanford
University. It gradually added support for students at various other universities
and later to high-school students. Since 2006, anyone who is at least 13 years
old was allowed to become a registered user of the website, though the age
requirement may be higher depending on applicable local laws. Its name comes
from a colloquialism for the directory given to it by American universities'
students.

After registering to use the site, users can create a user profile, add other users
as "friends", exchange messages, post status updates and photos, share videos
and receive notifications when others update their profiles. Additionally, users
may join common-interest user groups, organized by workplace, school or
college, or other characteristics, and categorize their friends into lists such as
"People from Work" or "Close Friends". Facebook had over 1.18 billion
monthly active users as of August 2015. Facebook, Inc. held its initial public
offering in February 2012 and began selling stock to the public three months
later.

Zuckerberg wrote a program called Face mash on October 28, 2003 while
attending Harvard University as a sophomore (second year student). According
to The Harvard Crimson, the site was comparable to Hot or Not and used
"photos compiled from the online Facebooks of nine houses, placing two next
to each other at a time and asking users to choose the 'hotter' person.

To accomplish this, Zuckerberg hacked into protected areas of Harvard's

computer network and copied private dormitory ID images. Harvard did not
have a student Facebook (a directory with photos and basic information) at the
time, although individual houses had been issuing their own paper Facebooks
since the mid-1980s, and Harvard's longtime Freshman Yearbook was
colloquially referred to as the "Freshman Facebook". Face mash attracted 450
visitors and 22,000 photo-views in its first four hours online.
The site was quickly forwarded to several campus group list-servers,] but was
shut down a few days later by the Harvard administration. Zuckerberg faced
expulsion and was charged by the administration with breach of security,
violating copyrights, and violating individual privacy. Ultimately, the charges
were dropped. [ Zuckerberg expanded on this initial project that semester by
creating a social study tool ahead of an art history final exam. He uploaded
500 Augustan images to a website, each of which was featured with a
corresponding comments section. [He shared the site with his classmates and
people started sharing notes.

The following semester, Zuckerberg began writing code for a new website in
January 2004. He said he was inspired by an editorial about the Face

Mash incident in The Harvard Crimson. [ On February 4, 2004, Zuckerberg

launched "The Facebook", originally located at thefacebook.com. [

Six days after the site launched, three Harvard seniors—Cameron

Winklevoss, Tyler Winklevoss, and Diya Nagendra —accused Zuckerberg of
intentionally misleading them into believing he would help them build a social
network called HarvardConnection.com. They claimed that he was instead
using their ideas to build a competing product. The three complained to The
Harvard Crimson and the newspaper began an investigation.

They later filed a lawsuit against Zuckerberg, subsequently settling in 2008[for

1.2 million shares (worth $300 million at Facebook's

Membership was initially restricted to students of Harvard College; within the

first month, more than half the undergraduates at Harvard were registered on the
service. [ Eduardo Saverin (business aspects), Dustin Moskovitz (programmer),
Andrew McCollum (graphic artist), and Chris Hughes joined Zuckerberg to
help promote the website. In March 2004, Facebook expanded to the universities
[
of Columbia, Stanford, and Yale. It later opened to all Ivy
League colleges, Boston University, New York University, MIT, and gradually
most universities in the United States and Canada
In mid-2004, entrepreneur Sean Parker — an informal advisor to Zuckerberg —
became the company's president. In June 2004, Facebook moved its operations
base to Palo Alto, California. It received its first investment later that month
from PayPal co-founder Peter Thiel.] In 2005, the company dropped "the" from
its name after purchasing the domain name facebook.com for US$200,000.

In May 2005, Accel partners invested $12.7 million in Facebook, and Jim
Breyer] added $1 million of his own money. A January
2009 Compete.com study Entertainment Weekly included the site on its end-of-
the-decade "best-of" list saying, "How on earth did we stalk our exes, remember
our co-workers' birthdays, bug our friends, and play a rousing game of before
Facebook?" A high-school version of the site was launched in September 2005,
which Zuckerberg called the next logical step. (At the time, high-school
networks required an invitation to join. Facebook also expanded membership
eligibility to employees of several companies, including Apple Inc. and
Microsoft.

On September 26, 2006, Facebook was opened to everyone at least 13 years old
with a valid email address. In late 2007, Facebook had 100,000 business pages
(pages which allowed companies to promote themselves and attract customers).
These started as group pages, but a new concept called company pages was
planned. Pages began rolling out for businesses in May 2009.

On October 24, 2007, Microsoft announced that it had purchased a 1.6% share
of Facebook for $240 million, giving Facebook a total implied value of around
$15 billion. Microsoft's purchase included rights to place international
advertisements on the social networking site.

In October 2008, Facebook announced that it would set up its international

headquarters in Dublin, Ireland Almost a year later, in September 2009,
Facebook said that it had turned cash-flow positive for the first time
 Traffic to Facebook increased steadily after 2009. The company announced 500
million users in July 2010[ making it the largest online social network in the
world at the time. According to the company's data, half of the site's membership
use Facebook daily, for an average of 34 minutes, while 150 million users access
the site by mobile. A company representative called the milestone a "quiet
revolution

In early 2011, Facebook announced plans to move its headquarters to the

former Sun Microsystems campus in Menlo Park, California. In March 2011, it
was reported that Facebook was removing approximately 20,000 profiles offline
every day for violations such as spam, graphic content, and underage use, as part
of its efforts to boost cyber security.

Mark Zuckerberg. Founder of Facebook.

3.3.2- Twitter
Twitter is an online social networking service that enables users to send and
read short 140-character messages called "tweets".

Registered users can read and post tweets, but unregistered users can only read
them. Users access Twitter through the website interface, SMS, or mobile
device app. [ Twitter Inc. is based insane Francisco and has more than 25 offices
around the world

Twitter was created in March 2006 by Jack Dorsey, Evan Williams, Biz
Stone and Noah Glass and launched by July 2006. The service rapidly gained
worldwide popularity, with more than 100 million users who in 2012 posted 340
million tweets per day. The service also handled 1.6 billion search queries per
day. In 2013 Twitter was one of the ten most-visited websites, and has been
described as "the SMS of the Internet." As of May 2015, Twitter has more than
500 million users, out of which more than 302 million are active use

twitter's origins lie in a "daylong brainstorming session" held by board members

of the podcasting company Odeon. Jack Dorsey, then an undergraduate student
at New York University, introduced the idea of an individual using an SMS
service to communicate with a small group. The original project code name for
the service was twitter, an idea that Williams later ascribed to No ah
Glass,] inspired by and the five-character length of American SMS short codes.
The decision was also partly due to the fact that domain twitter.com was already
in use, and it was six months after the launch of twitter that the crew purchased
the domain and changed the name of the service to Twitter. The developers
initially considered "10958" as a short code, but later changed it to "40404" for
"ease of use and memorability." Work on the project started on March 21, 2006,
when Dorsey published the first Twitter message at 9:50 PM Pacific Standard
Time (PST): "just setting up my twitter".] Dorsey has explained the origin of the
"Twitter" title:

...we came across the word 'twitter', and it was just perfect. The definition was
'a short burst of inconsequential information,' and 'chirps from birds'. And that's
exactly what the product was.]

The first Twitter prototype, developed by Dorsey and contractor Florian Weber,
was used as an internal service for Odeon employees] and the full version was
introduced publicly on July 15, 2006.

In October 2006, Biz Stone, Evan Williams, Dorsey, and other members of
Odeon, formed Obvious Corporation and acquired Odeon, together with its
assets—including Odeo.com and Twitter.com—from the investors and
shareholders.] Williams fired Glass, who was silent about his part in Twitter's
startup until 2011. Twitter spun off into its own company in April
2007.] Williams provided insight into the ambiguity that defined this early
period in a 2013 interview:

With Twitter, it wasn't clear what it was. They called it a social network, they
called it microblogging, but it was hard to define, because it didn't replace
anything. There was this path of discovery with something like that, where over
time you figure out what it is. Twitter actually changed from what we thought it
was in the beginning, which we described as status updates and a social utility.

It is that, in part, but the insight we eventually came to was Twitter was really
more of an
information network than it is a social network

The tipping point for Twitter's popularity was the 2007 South by Southwest
Interactive (SXSWi) conference. During the event, Twitter usage increased
from 20,000 tweets per day to 60,000.] "The Twitter people cleverly placed two
60-inch plasma screens in the conference hallways, exclusively streaming
Twitter messages," remarked Newsweek's Steven Levy. "Hundreds of
conference-goers kept tabs on each other via constant twitters. Panelists and
speakers mentioned the service, and the bloggers in attendance touted it."

The first unassisted off-Earth Twitter message was posted from

the International Space Station by NASA astronaut T. J. Creamer on January
22, 2010. By late November 2010, an average of a dozen updates per day were
posted on the astronauts' communal account, @NASA Astronauts. NASA has
also hosted over 25 tweetups, events that provide guests with VIP access to
NASA facilities and speakers with the goal of leveraging participants' social
networks to further the outreach goals of NASA.

In August 2010, the company appointed Adam Bain from News Corp.'s Fox
Audience Network as president of revenue.

3.3.3- Instagram
Instagram is an online mobile photo-sharing, video-sharing and social
networking service that enables its users to take pictures and videos, and share
them on a variety of social networking platforms, such
as Facebook, Twitter, Tumblr. Originally, a distinctive feature was that it
confined photos to a square shape, similar to Kodak Instamatic and Polaroid
images, in contrast to the 4:3 aspect ratio typically used by mobile device
cameras. In August 2015, version 7.5 was released, allowing users to post photos
captured in any aspect ratio. Users can also apply digital filters to their images.
The maximum duration for Instagram videos is 15 seconds.

Instagram was created by Kevin Systrom and Mike Krieger, and launched in
October 2010 as a free mobile app. The service rapidly gained popularity, with
over 100 million active users as of April 2012 and over 300 million as of
December 2014 Instagram is distributed through the Apple App Store, Google
Play, and Windows Phone Store Support for the app is available for iPhone,
iPad, iPod Touch, and Android handsets, while third-party Instagram apps are
available for Blackberry 10 and Nokia- Symbian Devices.

The service was acquired by Facebook in April 2012 for

approximately US$1 billion in cash and stock. In 2013, Instagram grew by 23%,
while Facebook, as the parent company, only grew by 3%.

Instagram began development in San Francisco, United States, when Systrom

and Brazilian Krieger chose to focus their multi-featured HTML5check-in
project, Burin, on mobile photography.

The name "Instagram" is a portmanteau of "instant camera" and "telegram."

On March 5, 2010, Systrom closed a US$500,000 seed funding round with
Baseline Ventures and Andreessen Horowitz while working on Burin.

Josh Riedel then joined the company as Community Manager. Shayne Sweeney
joined in November 2010 as an engineer and Jessica Zelman was hired as a
Community Evangelist in August 2011.

In January 2011, Instagram added hashtags to help users discover both

photographs and each other. Instagram encourages users to make tags both
specific and relevant, rather than tagging generic words like "photo," to make
photographs stand out and to attract like-minded Instagram users.] In
September, version 2.0 went live in the App Store (iOS) and included new and
live filters, instant tilt–shift, high resolution photographs, optional borders, one
click rotation, and an updated icon On February 2, 2011, an announcement
revealed that Instagram had raised US$7 million in Series A funding from a
variety of investors, including Benchmark Capital, Jack Dorsey, Chris
Sicca (through Capital fund), and Adam D'Angelo.] The deal valued Instagram
at around $25 million.

On April 3, 2012, Instagram was released for Android phones running the 2.2
Froyo version of the OS, and it was downloaded more than one million times in
less than one day.] That same week, Instagram raised US$50 million from
venture capitalists for a share of the company; the process valued Instagram at
US$500 million.

Over the next three months, Instagram was rated more than one million times
on Google Play] and was the fifth app to ever reach one million ratings on
Google Play—as of April 2013, it had been rated nearly four million times.
Facebook made an offer to purchase Instagram, along with its 13 employees, for
approximately US$1 billion in cash and stock in April 2012, with a plan to keep
the company independently managed. Britain's Office of Fair Trading approved
the deal on August 14, 2012, [ and on August 22, 2012, the Federal Trade
Commission in the U.S. closed its investigation, allowing the deal to
proceed. On September 6, 2012, the deal between Instagram and Facebook was
officially closed.

On April 12, 2012, Facebook acquired Instagram for approximately

US$1 billion in cash and stock. The deal, which was made just prior to
Facebook's scheduled IPO, cost about a quarter of Facebook's cash-on-hand,
according to figures documented at the end of 2011. The deal was for a company
characterized as having "lots of buzz but no business model," and the price was
contrasted with the US$35 million yahoo paid for Flickr in 2005, a website that
has since become among the 50 most popular in the world.

Mark Zuckerberg noted that Facebook was "committed to building and growing
Instagram independently", in contrast to its past practice According to multiple
reports, the deal netted Systrom US$400 million based on his ownership stake
in the business.] The exact purchase price was US$300 million in cash and 23
million shares of stock.

On December 17, 2012, Instagram updated its Terms of Service, granting itself
the right—starting on January 16, 2013—to sell users' photos to third parties
without notification or compensation. The criticism from privacy advocates,
consumers, the National Geographic Society, and celebrities like Kim
Kardashian prompted Instagram to issue a statement retracting the controversial
terms; regardless, the issue resulted in the loss of a portion of Instagram's user-
base, as former users switched to other photo-sharing services, which reported
an increase in usage. In January 2013, it was confirmed that Instagram had asked
for photo identification as a form of verification due to unspecified violations
Following the appointment of Emily White to the position of chief operating
officer in March 2013, White stated in September 2013 that the company should
be ready to begin selling advertising by September 2014 as a way to generate
business from a popular entity that had not yet created profit for its parent
company In September 2013, Instagram reaffirmed its commitment to free and
open access to its smart-phone app for users.] During an interview with Women's
Wear Daily (WWD), White cited "the sophistication of cameras on smartphones
as one reason for ushering in the transformative change," and she used her
observation of the replacement of large cameras with mobile smartphones
during a fashion show as an example.

On October 3, 2013, Instagram announced that it would be adding advertising

to its platform

On October 22, 2013, during the Nokia World event, held at Abu Dhabi, United
Arab Emirates (UAE), Systrom confirmed the impending release of the official
Instagram app for the Windows Phone. On November 21, 2013, the official
Instagram Beta for Windows Phone was released to Windows Phone 8 to allow
Windows Phone users faster access to Instagram services; although, at the time
of release, the app was still under development.
3.3.4 – YOU TUBE

YouTube is a video sharing headquarter which is in in San

Bruno, California, United States. The service was created by three
former PayPal employees in February 2005. In November 2006, it was bought
by Google for US$1.65 billion YouTube now operates as one of Google's The site
allows users to upload, view, and share videos, and it makes use of
web, H.264/MPEG-4 AVC, and Adobe Flash Video technology to display a wide
variety of user-generated and corporate media video. Available content
includes video clips, TV clips, music videos, and other content such as video
blogging, short original videos, and educational videos.

Most of the content on YouTube has been uploaded by individuals, but media
corporations including CBS, the BBC, and other organizations offer some of their
material via YouTube, as part of the YouTube partnership program Unregistered
users can watch videos, and registered users can upload videos to their channels.
Videos considered to contain potentially offensive content are available only to
registered users affirming themselves to be at least 18 years old.]

YouTube was founded by Chad Hurley, Steve Chen, and Jawed Karim, who were
all early employees of PayPal.] Hurley had studied design at Indiana University of
Pennsylvania, and Chen and Karim studied computer science together at
the University of Illinois at Urbana-Champaign.
According to a story that has often been repeated in the media, Hurley and Chen
developed the idea for YouTube during the early months of 2005, after they had
experienced difficulty sharing videos that had been shot at a dinner party at Chen's
apartment in San Francisco. Karim did not attend the party and denied that it had
occurred, but Chen commented that the idea that YouTube was founded after a
dinner party "was probably very strengthened by marketing ideas around creating
a story that was very digestible".

Karim said the inspiration for YouTube first came from Janet Jackson's role in the
2004 Super Bowl incident, when her breast was exposed during her performance,
and later from the 2004 Indian Ocean tsunami. Karim could not easily find video
clips of either event online, which led to the idea of a video sharing site. Hurley
and Chen said that the original idea for YouTube was a video version of an online
dating service, and had been influenced by the website Hot or Not YouTube began
as a venture-funded technology startup, primarily from a $11.5 million investment
by Sequoia Capital between November 2005 and April 2006.] YouTube's early
headquarters were situated above a pizzeria and Japanese restaurant in San Mateo,
California The domain name www.youtube.com was activated on February 14,

2005, and the website was developed over the subsequent months.

The first YouTube video, titled Me at the zoo, shows co-founder Jawed Karim
at the San Diego Zoo.] The video was uploaded on April 23, 2005, and can still
be viewed on the site.

YouTube offered the public a beta test of the site in May 2005, six months
before the official launch in November 2005. The site grew rapidly, and in July
2006 the company announced that more than 65,000 new videos were being
uploaded every day, and that the site was receiving 100 million video views per
day.
According to data published by market research company YouTube is the
dominant provider of online video in the United States, with a market share of
around 43% and more than 14 billion views of videos in May 2010.

In 2014 YouTube said that 300 hours of new videos were uploaded to the site
every minute three times more than one year earlier and that around three
quarters of the material comes from outside the U.S. The site has 800 million
unique users a month. It is estimated that in 2007 YouTube consumed as
much bandwidth as the entire Internet in 2000. According to third-party web
analytics providers, Alexa and similar web, YouTube is the third most visited
website in the world, as of June 2015; Similar Web also lists YouTube as the
top TV and video website globally, attracting more than 15 billion visitors per
month.

The choice of the name www.youtube.com led to problems for a similarly

named website, www.utube.com . The site's owner, Universal Tube & Roll

form Equipment, filed a lawsuit against YouTube in November 2006 after being
regularly overloaded by people looking for YouTube. Universal Tube has since
changed the name of its website to www.utubeonline.com

In October 2006, Google Inc. announced that it had acquired YouTube for $1.65
billion in Google stock, and the deal was finalized on November 13, 2006.]

Google does not provide detailed figures for YouTube's running costs, and
YouTube's revenues in 2007 were noted as "not material" in a regulatory
filing.] In June 2008, a Forbes magazine article projected the 2008 revenue at
$200 million, noting progress in advertising sales. ]In January 2012, it was
estimated that visitors to YouTube spent an average of 15 minutes a day on the
site, in contrast to the four or five hours a day spent by a typical U.S. citizen
watching television.
YouTube entered into a marketing and advertising partnership with NBC in
June 2006.] In November 2008, YouTube reached an agreement
with MGM, Lions Gate Entertainment, and CBS, allowing the companies to
post full-length films and television episodes on the site, accompanied by
advertisements in a section for US viewers called "Shows".

The move was intended to create competition with websites such as Hulu,
which features material from NBC, Fox, and Disney. In November 2009,
YouTube launched a version of "Shows" available to UK viewers, offering
around 4,000 full-length shows from more than 60 partners. In January 2010,
YouTube introduced an online film rentals service, which is available only to
users in the US, Canada and the UK as of 2010. The service offers over 6,000
films.

In March 2010, YouTube began free streaming of certain content, including 60

cricket matches of the Indian Premier League. According to YouTube, this was
the first worldwide free online broadcast of a major sporting event.

On March 31, 2010, the YouTube website launched a new design, with the aim
of simplifying the interface and increasing the time users spend on the site.
Google product manager Shiva Rajaraman commented: "We really felt like we
needed to step back and remove the clutter." In May 2010, it was reported that
YouTube was serving more than two billion videos a day, which it described as
"nearly double the prime-time audience of all three major US television
networks combined".] In May 2011, YouTube reported in its company blog that
the site was receiving more than three billion views per day.] In January 2012,
YouTube stated that the figure had increased to four billion videos streamed per
day

In October 2010, Hurley announced that he would be stepping down as chief

executive officer of YouTube to take an advisory role, and that would take over
as head of the company. In April 2011, James Zuern, a YouTube software
engineer, revealed that 30% of videos accounted for 99% of views on the site.
 In November 2011, the Google+ social networking site was integrated directly
with YouTube and the Chrome web browser, allowing YouTube videos to be
viewed from within the Google+ interface

In December 2011, YouTube launched a new version of the site interface, with
the video channels displayed in a central column on the home page, similar to
the news feeds of social networking sites.

At the same time, a new version of the YouTube logo was introduced with a
darker shade of red, the first change in design since October 2006

In May 2013, YouTube launched a pilot program to begin offering some content
providers the ability to charge $0.99 per month or more for certain channels, but
the vast majority of its videos would remain free to view. In February 2015,
YouTube announced the launch of a new app specifically for use by children
visiting the site, called YouTube Kids. It allows parental controls and
restrictions on who can upload content, and is available for
both Android and iOS devices. On August 10, 2015, Google announced that it
was creating a new company, Alphabet, to act as the holding company for
Google, with the change in financial reporting to begin in the fourth quarter of
2015. YouTube remains as a subsidiary of Google. On August 26, 2015,
YouTube Gaming was launched, a platform for video gaming enthusiasts
intended to compete with Twitch.tv.

3.5 –Advantages of social networking

 Social skills- Social networking allows people to keep up with current friends
and make new ones. When used in the right way, social media can increase self-
esteem and help someone feel less isolated.
 Independence and self-expression- Creating your own “home page” allows
people to express themselves and discuss their interests. They can join groups
and support fan pages, and find out about other people’s interests.
 Digital competence- Technology is evolving faster than ever before. As teens
and young adults learn to adapt to new technologies (or new applications of
existing technologies), they will be better equipped to adapt to future
technology.

 Educational development- Young adults in secondary and post-secondary

education will often use social networking to discuss schoolwork and share
discussions about assignments.

 Research- Young adults can gather information about topics that are hard to
discuss with others, such as drug use and sexual health.

 Additional advantages for youth with disabilities- Social networking can open
up a new world of communication, integration, and community participation.
Young adults can express themselves, including their thoughts and feelings,
more easily and without fear of the rejection or stigma they may experience in
real life. An experiment with different personas and practice initiating and
maintaining online friendships. They can also respond to others by taking
advantage of having time to review and edit communications before sending it
on.

3.6 – Disadvantages of social networking

 Sharing one’s personal information with the wrong crowd- Young adults need
to be aware that information given out online could also put them at risk of
victimization. They can also be deceptive by pretending to know a young
person. Encourage young people to privatize their online social networking
accounts (such as Facebook and Twitter).

 Bullying- Harassment may occur online only (cyberbullying), or it may spill

over to offline bullying committed by a person who has located his victim
 online. Cyberbullying can cause significant emotional harm resulting in
depression, anger, school avoidance, violence, and suicide

 The permanency of online profiles- Once information has been shared on the
Internet, it’s out there — forever! Retrieving information that others have read
and captured is nearly impossible.

 Disclosure People tend to be far bolder and less discretionary with information
shared online versus in person. This means there is a greater risk of giving out
information including the presence of a disability that, given a second thought,
we might not have wanted to disclose.

 Additional potential risks for youth with disabilities: Social networking may
further isolate those who may already feel isolated or not included, and can
ultimately lead to depression and loneliness. Also, young adults with disabilities
must make important life decisions regarding disclosure of their disability (if,
how, when, and to whom). Unintended disclosure is possible by posting pictures
or becoming fans of disability support groups, for example. While this might
not be an issue, it makes the “disclosure” discussion even more important.

 3.7 Effect of social networking on advertisement

Facebook has come a long way ever since its launch. It has not only succeeded
in becoming one of the most happening social networking sites, but it has also
managed to form a cohesive network for easy access to people you may know
or share interests with. Facebook has recently come up with a dedicated space
on its network with which to advertise and take your brand to the global
platform. Advertising on Facebook gives you an edge over your competitors,
especially if your brand tends to target a young audience. The majority of
Facebook users are aged between 18-26, and a brand that appeals to them would
sell like hot cakes. Experts see this as a beginning of a new era in marketing
styles. With more and more corporate investing in social networks for market
share, a rat race to the finish would not surprise anyone.

LinkedIn to the Marketing World: -

LinkedIn might not be as popular as Facebook, but since it majorly caters to the
corporate world, it provides a narrowed scope for your advertisements. LinkedIn
allows you to advertise your brand on a public scale. You can even categorize
your brand, such that a target audience would be able to come across it, which
would increase the chances of your brand being sold. The general perception is
that the more your advertisement is clicked or noticed, the more popular it
becomes. Although this is very similar to other forms of visual marketing, you
might need to take more care of the minute details and make the ad more
appealing. The only disadvantage of publicizing your advertisement in LinkedIn
is that it does not offer a quick reward, such as the Facebook ‘like’ in one go.
Your brand will be noticed, but very gradually. This makes LinkedIn a good
choice for slow, but effective marketing.
The change in trends of online marketing as well as advertisements on the World
Wide Web is huge. What started off as free advertising has now gone on to
become one of the best advertising platforms. Advertisements now come
equipped with links to popular social networking sites and also collect feedback
from its viewers. As a viewer you also get to interact by participating in polls
and contests and also share information. All said and done, Social Media

Social network advertising is a term that is used to describe a form of ONLINE

ADVERTISING that focuses on social networking sites. Major benefits of
advertising on a social networking site (face book, Myspace, Friendster, bebop
Friendster, Orkut and many others) is that advertisers can take advantages of the
user demographic information and target their advertisements appropriately.
Indirect advertising is an innovative marketing technique in which a company
will create a ‘page’ or ‘group’ those users can choose to join. The best use out
of social network is not to make money ‘directly’ off them, but to harness their
marketing potential and to use them to market your own business. Social
network provides the ability to set profiles to private in some way or another.
Additionally, they have the ability to report and block users. A good social
 network goes above and beyond just allowing user to post profiles and update
pictures. Additional feature includes music section, video uploads, groups and
more. The object of a social network is to find friends and expand relationship.
Top social networking websites allows members to search for others member in
a safe and easy to use environment.

A DETERGENT POWDER ADVERISMENT ON FACEBOOK.

PUMA BRAND ADVERTISMENT ON TWITTER.

 CHAPTER 4

Data Analysis, Interpretation and Presentation

Analysis of data is a process of inspecting, cleaning, transforming, and

modeling data with the goal of discovering useful information, suggesting
conclusions, and supporting decision-making. Data analysis has multiple facets
and approaches, encompassing diverse techniques under a variety of names, in
different business, science, and social science domains.

In this section, we will analyze the data collected from people divided in to two
age groups that is 16yrs to 35 years. and 36years to 55 years. Since this project
is all about social networks and its effects on advertisement, the data is collected
and questionnaire is designed to study the basic behavior of people in context
on social networking and online advertisement.

The questionnaire method is one of the most useful methods of collecting data
and this method is extensively used in this particular project work. The first part
of questionnaire consists of questions framed to study the behavior, reaction,
and viewpoints of the people from age groups 16 to 35 as this age group is most
noticed of using social network on their daily basis. This age group includes
high school students, college students, office going people, bachelor, just
married people and settled people.

The second part of this questionnaire consists of questions targeted towards

people of age group 36 to 55. This generally studies the behavior of parents and
the way they react on their children using social networking sites. This part
studies about the proper awareness that has been provided to their children
regarding this digital world. This part includes people of working class, business
men, house wives, business women, single parent, etc.

4.1- Questionnaire (part 1- age group 16 to 30)

Question 1: - Do you use social networking sites? YES/NO?

Response: -
This is the very first question of my research. This question was asked to 20
different people from age group 16 to 30. Which consisted of 10 boys and10
girls, this group included students as well as working class people. The result of
this question was pretty much expected to be positive. Out of 20 people, 18
agreed on using social networking sites while the remaining 2 refused of using
any social networking site ever. The majority figure clearly tells us that our
country India is nowhere behind when it comes to developing digitally and using
internet at its best! Social networking has become a routine for this age group
particularly.

YES 90%

NO 10%

YES NO

18%

82%
Question 2: - What is the frequency of visiting the social networking sites?

a) Everyday
b) Once a week
c) Twice a week
d) Once a month

Everyday 50%
Once a week 25%
Twice a week 15%
Once a month 10%

10%

15%

50%

25%

everyday(50%) once a week(25%)

twice a week(15%) once a month(10%)

Response: -

The second question concentrates on the number of times an individual uses

social network in their day to day life. Here, the answer varies from individual
to individual as it depends on their life style and spare time that they get. The
following are the number of people with their respective chosen option.
option A: 10 / Option B: 5 / Option C: 3 / Option D: 2
 Question no 3: - Which of these sites attracts you most?

a) Facebook
b) Instagram
c) Twitter
d) Orkut

Response: -
The third question shows the popularity of the websites amongst people. When
asked about their favourite site, 14 people answered FACEBOOK as their
favourite site while 3 of them went with INSTAGRAM, 3 went with twitter and
Orkut got no preferences. It is thus very clear that Facebook is the most popular
site of all with maximum votes.

Facebook 70%
Instagram 15%
Twitter 15%
Orkut 0%
 0%
15%

15%

70%

facebook instagram twitter orkut

Question 4:- Do you ever feel annoyed by sudden add popups while using
your social network account?

a) Yes
b) No.

Response: -

The fourth question concentrated on the basic reaction of people when they
come across of an sudden advertisement popup about a certain brand or product.
This question was also asked to 20 different people. 12 of them reacted with a
clear YES! While THE other 8 said NO as they love shopping online and
viewing products online!

YES 60%
NO 40%
 YES 80%
NO 20%

YES NO

40%

60%

Question 5: - Have you ever came to know about a particular product for
the first time while using your social network account?

a) Yes
b) No
Response: -

The fifth question concentrates on the success rate of online advertisement in

terms of reaching out to people. A large number of people that is 16 out of 20
people said that they came to know about a particular product, service or brand
for the first time on a social networking site and then on televisions, hoardings
etc. online advertising is clearly reaching out very well to people after getting
this kind of a response!

20%

80%

YES NO

Question 6: - Did you ever order a product or a service from

ads visible on your social network profile?

a) Yes b) No
b) Response:
The 6th question concentrates on the number of people who actually show intrest
in online ads that are visible to them in order to buy that particular product or
service. The answer was as follows:

*11 out of 20 people said YES

*while the remaining 9 said a clear NO

YES 55%

NO 45

YES NO

45%

55%

Question 7: - What do you think about the idea of putting up

advertisements on social networking sites?

A) It’s a good idea

B) It’s a bad idea
C) Both

Response: -
 The seventh question concentrates on the general view of the people on online
advertisement. 11 out of 20 people like this idea and went with the option A. 6
of them thinks it’s a bad idea and it disturbs them while they are using their
account. While the other 3 showed a neutral behavior and mixed kind of feeling
of a good or a bad idea!

GOOD IDEA 55%

BAD IDEA 30%
BOTH 15%

15%

55%
30%

good idea bad idea both

Question 8: - Suppose you had to start your own business someday, would
you choose social networking sites as your medium to promote your
company?

a) Yes
b) May be
c) Never
Response: -The eighth and the last question of this part of my questionnaire
demanded a personal review of the people regarding weather they would use
social networking as a medium to promote their business. The response was
pretty positive on this question. 15 out of 20 people choose option A that is they
agreed on using social networking sited as their platform to promote their
business. 4 people choose option B that is may be. They were confused about this
idea and hence choose may be. Only 1 person out of 20 choose option C that is
he would never choose social networking sites as a platform to promote his
company.

YES 75%
NO 20%
MAYBE 5%

5%

20%

75%

YES MAY BE NEVER

 4.2: Questionnaire (part 2-age 36 to 55)

Question1: Do you use any social networking sites?

a) Yes
b) No

Response: -

The first question of this part of my questionnaire concentrates on finding out

the frequency of social network users in this age group. The result was pretty
much expected in terms of users as compared to the previous age group. 7 out
of 20 people agreed on using social networking while the remaining said no

YES 35%
NO 65%

35%

65%

YES NO

Question 2: what is your reaction about your child using social networking?

a) I am okay with the fact that my child uses it

b) I don’t like my child using social networking
c) I am okay if he/she uses it in limits
d) I have no problem about the limit.

Response: -
The second question helps us to study the parent mentality about social
networking
5 people choose option A, 4 chose option B, 9 people choose option C while the
remaining 2 choose option D. OPTION C IS THE MOST DESIRABLE
ANSWER.

A 25%
B 20%
C 45%
D 10%

10%

25%

45%
20%

OPTION A OPTION B OPTION C OPTION D

 Question 3: What is your opinion about advertisement on social
networking sites?

a) It’s a good idea to promote goods and spread awareness about the same.
b) It’s a bad idea and advertisements should be removed from sites.
c) It is good to an extent where is doesn’t irritates the user.

Response:

The third question aims at getting an idea about the thoughts of people regarding
the concept of online advertisements. 5 out of 20 people choose option A, 4
people choose option B, while the remaining 11 went with option C.

A 25%
B 20%
C 55%

14%

48%

38%

OPTION A OPTION B OPTION C

Question 4: Do you give your child the freedom to view online
advertisement and order the product which is showed up?

a) Yes. I completely allow my child to order whatever he is seeing online

b) No. I ask my child to take my permission before doing so

Response: -

The fourth question studies about parents allowing their child to follow up
online advertisements.

Only 2 out of 20 people choose option A while remaining 18 answered by

choosing the option B. IT IS VERY CLEAR THAT MOST OF THE PARENTS
WANT THEIR CHILD TO ASK FOR PERMISSION BEFORE ORDERING
ANY PRODUCT!

A 90%

B 10%

9%

91%

OPTION A OPTION B
Question 5: - Do you think online advertisement or promotion
of products or service is better in order to aware your children
as compared to television, newspaper or any other means of
advertisement?

a) Yes it is a better way from my child’s point of view

b) No. other media of advertisement is way more effective.
c) Both options are good depending on every individual child.

Response: -

The fifth question aims on understanding the effect of ads on today’s generation
from parental point of view. The response was pretty much good as 10 people
out of 20 choose option A as they know their child’s social network habits. 3
people choose option B the remaining 7 went with option C

YES 50%
NO 15%
BOTH 35%

35%

50%

15%

YES NO BOTH
Question 6: Do you think social networking distracts your child
from studying?

a) Yes
b) No
c) Sometimes

Response: -

The sixth question aims at studying whether the parents believe that social
network effects their child’s study or not. The response was pretty balanced as
12 out of 20 people choose option A, 7 choose option B. while the remaining 1
choose option C.

YES 60%
NO 35%
SOMETIMES 5%

5%

35%

60%

YES NO SOMETIMES
 Questionnaire (part 1- age group 16 to 30)

Question 1: - Do you use social networking sites? YES/NO?

10%

90%

Yes No

Interpretation :- According to the survey 90% people use social

networking sites and 10% didn’t use any social networking sites.
 Factors Percentage

Yes 90

No 10

a) Yes
b) No

Question 2: - What is the frequency of visiting the social networking sites?

10%

20%

60%

10%

Everyday Once a Week Twice a Week Once a Month

Interpretation: - According to the survey 60%people use social

networking sites every day ,10% once a week, 20% twice a week,
and 10% once a month.

Percentage
 Everyday 60

Once a week 10

Twice a week 20

Once a month 10

a) Everyday
b) Once a week
c) Twice a week
d) Once a month

Question no 3: - Which of these sites attracts you most?

a) Facebook
b) Instagram
c) Twitter
d) Orkut

Sales
10%

20% 40%

30%

Facebook Instagram Twitter Orkut

 Interpretation: - According to the survey 40% people use Facebook,
30% use Instagram, 20% use Twitter and 10% use Orkut.

Factors Percentage

Facebook 40

Instagram 30

Twitter 20

Orkut 10

Question 4: - Do you ever feel annoyed by sudden add popups while

using your social network account?

a) Yes
b) No.

30%

70%

Yes Yes
Interpretation: - According to the survey 70% get annoyed by the sudden
add popups and 30% doesn’t get annoyed by getting sudden add popups
while using your social network account.

Factors Percentage

Yes 70%

No 30%

Question 5: - Have you ever came to know about a particular

product for the first time while using your social network
account?

a) Yes
b) No

Sales

40%

60%

Yes No
Interpretation: - According to the survey 60% have come to know about a
particular product and 40% didn’t get to know about a particular product for
the first time while using your social network account.

Factor Percentage

Yes 60%

No 40%

Question 6: - Did you ever order a product or a service from ads

visible on your social network profile?

c) Yes
d) No

Sales

40%

60%

Yes No
Interpretation: - According to the survey 60% have ordered a product and
40% didn’t order a product or a service from ads visible on your social
network profile

Factor Percentage

Yes 60

No 40

Question 7: - What do you think about the idea of putting up

advertisements on social networking sites?

Sales

36%

55%

9%

A) It’s a good idea B) It’s a bad idea C) Both

A) It’s a good idea

B) It’s a bad idea
C) Both
Interpretation: - According to the survey 55% people said it’s a good idea,
9% people said it’s a bad idea and 36% where for the both.

Factor Percentage

It’s a good idea 55

It’s a bad idea 9

Both 36

Question 8: - Suppose you had to start your own business someday,

would you choose social networking sites as your medium to promote
your company?

Sales
10%

30%
60%

Yes May be Never

a) Yes
b) May be
c) Never
Interpretation: - According to the survey 60% said would choose social
networking sites as your medium to promote, 30% people said maybe and
10% said never.

Factor Percentage

Yes 60

Maybe 30

No 10
 Questionnaire (part 2-age 36 to 55)

Question1: Do you use any social networking sites?

Sales

30%

70%

Yes No

a) Yes
b) No

Interpretation: - According to the survey 30% people said they use

social networking sites and 70% people said they don’t use social
networking sites.

Factors Percentage

Yes 30

No 70
 Question 2: What is your reaction about your child using social
networking?

10%

30%

40%

20%

a) I am okay with the fact that my child uses it

a) I don’t like my child using social networking
a) I am okay if he/she uses it in limits
a) I have no problem about the limit.

a) I am okay with the fact that my child uses it

b) I don’t like my child using social networking
c) I am okay if he/she uses it in limits
d) I have no problem about the limit.

Interpretation: - According to the survey 30% people said I am okay with the fact that
my child uses it, 20% said I don’t like my child using social networking, 40% said I
am okay if he/she uses it in limits and 10% said I have no problem about the limit.\

Factors Percentage

I am okay with my fact that my child 30

uses

I don’t like my child uses social 20

media
I am okay if he/she uses in limits 40

I have no problem about the limit 10

Question 3: What is your opinion about advertisement on social

networking sites?

30%

60%
10%

a) It’s a good idea to promote goods and spread awareness about the same.
a) It’s a bad idea and advertisements should be removed from sites.
a) It is good to an extent where is don’t irritate the user.

a) It’s a good idea to promote goods and spread awareness about the same.
b) It’s a bad idea and advertisements should be removed from sites.
c) It is good to an extent where is don’t irritate the user.

Interpretation: - According to the survey 60% people says It’s a good idea to
promote goods and spread awareness about the same, 10% says It’s a bad idea
and advertisements should be removed from sites, 30% says It is good to an
extent where is don’t irritate the user

Factor Percentage

It’s a good idea to promote 60

goods and spread and
awareness about it
 It’s a bad advertisement should 10
be removed from sites
It’s a good to extend where it 30
doesn’t irritate the the user.

Question 4: Do you give your child the freedom to view online

advertisement and order the product which is showed up?

40%

60%

a) Yes. I completely allow my child to order whatever he is seeing online

a) No. I ask my child to take my permission before doing so

a) Yes. I completely allow my child to order whatever he is seeing online

b) No. I ask my child to take my permission before doing so

Interpretation: - According to the survey 60% people says Yes. I completely

allow my child to order whatever he is seeing online and 40% people says No.
I ask my child to take my permission before doing so
Factor Percentage

a) Yes. I completely allow my child 60%

to order whatever he is seeing
online

a) No. I ask my child to take my 40%

permission before doing so

Question 5: - Do you think online advertisement or promotion of

products or service is better in order to aware your children as
compared to television, newspaper or any other means of
advertisement?

a) Yes, it’s a better way from my child’s point of view

b) No. other media of advertisement is way more effective.
c) Both options are good depending on every individual child.

30%
40%

30%

a) Yes, it’s a better way from my child’s point of view

a) No. other media of advertisement is way more effective.
a) Both options are good depending on every individual child.

Interpretation: - According to the survey 40% people says Yes, it’s a better way
from my child’s point of view, 30% says No. other media of advertisement is
 way more effective and 30% people say both options are good depending on
every individual child.

Factor Percentage

Yes, it’s a better point of view 40

No. other media of advertisement 30

is way more effective.

Good depending on every 30

individual child.

Question 6: Do you think social networking distracts your child from

studying?

Sales

20%

50%

30%

Yes No Sometimes

a) Yes
b) No
c) Sometimes
 Interpretation: - According to the survey 50% people think that social networking
doesn’t distracts their child from studying, 30% people think that it distracts and rest 20%
people say sometimes.

Factors Percentage

Yes 50%

No 30%

Sometimes 20%
 Chapter 5

Conclusion and recommendations.

5.1 Conclusion:

After thoroughly covering the topic of this project work

named “social networking” and its effect on
advertisement” we studied various types of social
networking sites being used extensively in India. We
studied about Facebook, twitter, YouTube and Instagram
in detail from their history to present status. We had a
look on advertisement on social networking and its
effectiveness amongst the right age group of people.

Data was collected personally by using the questionnaire

method. We studied 2 different age group of people and
concluded with certain points as explained below.

General conclusion of questionnaire part-1

In the first part of the questionnaire, the main targeted

audience were from age 16 to 35 as this age group has
been observed to use social networking more often as
compared to any age group. It is concluded that a large
number of people are now using internet and social sites
and are developing digitally as well as technologically.
People now a days are attracted by fancy add promotions
that attract their attention and are using online shopping
sites more frequently because of good and trusted quality
of online advertisement or advertisement on their social
network account. ADVERTISMENT INDUSTRY IS
GOING ON THE RIGHT PATH BY CHOOSING
SOCIAL NETWORKS AS A PATH TO PROMOTE
ANY PRODUCT, BRAND OR SERVICE AS A
MATTER OF FACT.

GENERAL IMPROVEMENT IS OVERALL SALES

HAS BEEN NOTICED BY VARIOUS COMPANIES.

The second part of the questionnaire focused on the

people from age 36 to 55.

This part of my research studied about the behavior of

parents and late adults regarding social media and
advertisement on them. After enough enquiry and data
collection, it is concluded that the mentality of people is
changing and developing with time. While most of the
parents today have no problem if their children use social
networking sites, there are still some of them who think
it should not be used. It was also concluded that
advertisement on social media is believed to be a good
and desirable idea to promote anything as to reach out to
the youths as most of our youth are on social networking
now a days. It is studied that some parents allow them to
view every content on internet advertisement freely but
if they want to order anything, parents consent is
definitely required weather it’s a small or big item in
terms of cost or size.

Finally, I concluded that the idea of using social

networking and the way it is affecting advertisement
industry is overall accepted by our society that is both
teenagers, adults and parents. India is a developing
country and it is developing very fast in terms of digital
development.