ASSIGNMENT: RESEARCH METHODOLOGY

TOPIC: A STUDY ON SIGNIFICANT IMPACT OF SOCIAL MEDIA ON BRAND

NAME

SUBMITTED BY: BHUMIKA J PAWAR

1ST YEAR MBA ‘A’ SEC

USN: 4GW19MBA21

GSSIETW MYSURU

SUBMITTED TO: DR.RAJSHEKAR SWAMY

HOD OF MBA

GSSIETW MYSURU
 A STUDY ON SIGNIFICANT IMPACT OF SOCIAL MEDIA ON BRAND NAME

Review of Literature

A various types of research studies have been conducted on various aspects on the impact of social
media marketing on consumer buying behaviour, which is relevant for this research. Some of the
terms related social media, social media marketing, and social networking sites buying behaviour are
discussed here. Some worthwhile studies relating to the present study are also viewed here.

One such study on the topic: A Study on Impact of Social Media on Buying Behaviour was
conducted by Amrita Pani & Mahesh Sharma (2011) study revealed that Social networking sites
like MySpace, Orkut & Face book were widely used. To get influenced by Gen-next consumers in
India, there should be changes in their brand choices, shopping behaviour and lifestyle pattern which
was resulting through their social media. Marketer should implement well designed marketing
campaign for penetrating new media segment.

Another research relevant to the same study was on the topic; Study reviewed trends in social
networking and future trends of social networking By Monika Sharma (2011), The new
computer user generation were engrossed in social networking for getting information, ideas, support,
products, creativity, socializing and having fun with friends, as this hype around social networking
continued with the companies which are evolving their business models around social activities on
websites and on social media. Study concluded that social networking has great potential for
companies to engage the Indian user and increase connectivity and build their brands rather than just
bombarding users with information.

Another research relevant to the same study was on the topic: The study aims to find the impact of
social media marketing on online buying behaviour of customers with respect to brand capital
Alireza Mohammadpour et al., (2014) using path analysis 48 techniques. A sample of 160 from
university of Tehran were asked to fill the questionnaire on social media marketing, brand capital and
online shopping behaviour of consumers. The results indicated that social media had significant
impact on brand name. Social media marketing had significant indirect positive impact on online
shopping behaviour of consumers. The results confirm the role of brand marketing in concurrence to
media and online buying behaviour of consumers.

Another research relevant to the same study was conducted by Marta Zembik (2015) In his study
explains that Social media comprises of blogs, public forums, social media sites, that is used for
communication of some information. The data provided in social media is beneficial for
organization/ firms and customers. Customers benefitted from the product information posted by
others, recommendations by other customers. Firms benefitted by the information provided by the
customers in social media about their products, getting the feedback on their product market,
information about the prospective customers, customers needs and demographic characteristics. This
article emphasis on how social media information is essential for companies and customers in their
decision-making process.

Another research relevant to the same study was conducted by Karan Joshi (2015) study focused on
potential growth of online shopping has triggered the idea of conducting a study on factors
affecting on attitude of consumer towards online shopping. Study revealed that online shopping in
Himachal Pradesh is significantly affected by various macro economic factors including benefits and
risk like privacy, convenience, source, fun, wider selection, homepage, price, customer service.
Online shopping retailers can use the relevant variables and factors to formulate their strategies; can
prioritize the consumer’s brands implicit and explicit requirement in online shopping environment.

Research Design

The method of research which I find it appropriate for this study is Quantitative Method; because it
helps to compare the relativity between the IMPACT OF SOCIAL MEDIA ON BRAND NAME and
consumers perceptions on branding these channels. As well as compare the relationship between
independent and dependent variables

Exploratory research aims to test a theory or hypothesis to strengthen or reject the theory or
hypothesis of the research that already exists and it aims to obtain explanation, information and data
about the things that are Favourable to Brand as well as Uniqueness of Brand.

Explanatory research aims to test a

theory or hy-
pothesis to strengthen or even reject
the theory or hy-
pothesis of the research that already
exists. Exploratory
research has a fundamental nature
and it aims to obtain
explation, information a

Explanatory research aims to test a

theory or hy-
pothesis to strengthen or even reject
the theory or hy-
pothesis of the research that already
exists. Exploratory
research has a fundamental nature
and it aims to obtain
explation, information a

Explanatory research aims to test a

theory or hy-
pothesis to strengthen or even reject
the theory or hy-
pothesis of the research that already
exists. Exploratory
research has a fundamental nature
and it aims to obtain
explation, information a