PROJECT REPORT

ON

“B2B Marketing Strategies for Digital Media”

POSTGRADUATE IN MARKETING
MIT SCHOOL OF DISTANCE EDUCATION, PUNE.

SUBMITTED BY
Sulakshana Deshpande

Student Registration No.: MIT 2018E03112

MIT SCHOOL OF DISTANCE
EDUCATION PUNE - 411 038
YEAR 2019-21
 DECLARATION

I hereby declare that this project report entitled “NAME OF PROJECT” is a

bonafide record of the project work carried out by me during the academic year
2020 , in fulfillment of the requirements for the award of POST GRADUATE
DIPLOMA
IN (PGD ) of MIT School of Distance Education, Pune.

This work has not been undertaken or submitted elsewhere in connection with
any other academic course.

(Students’ Name and Signature)

Student ID:

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 ACKNOWLEDGEMENT

I would like to take this opportunity to express my sincere thanks and gratitude to
(Reporting persons’ name) of (Organizations’ name and place) for giving me an
opportunity to do my project work in your esteemed organization and it has
indeed been a great learning and enjoyable experience.

I would like to express my deep sense of gratitude and profound thanks to all
staff members of (Organizations’ Name and place) for their kind support and
cooperation which helped me in gaining lots of knowledge and experience to do
my project work successfully.

At last but not least, I am thankful to my Family and Friends for their moral
support, endurance and encouragement during the course of the project

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 ABSTRACT

The research report analyses the need and impact of web-based promotions on b2b
organizations. The topic was chosen to be researched as companies spending via web-based
networking media do succeed, yet, estimating its effect stays a test for most organizations.
With everything taken into account, long-range informal communication locales encourage
dynamic correspondence among organizations Here the need landed to discover the
components affecting client commitment; to investigate what content they appreciate most on
a Facebook brand page which drives them to return to. The information utilized for this
examination was gotten through surveys circulated to devotees of a specific Facebook brand
page. The outcomes showed that media and substance sorts of posts apply a huge impact on
client online commitment. It additionally underscored that the higher the impact of online life
showcasing, the higher would be the client commitment. The discoveries of this examination
uncovered the five factors that significantly affect client commitment. SNSs are an extra
medium through which data can be spread since it empowers two-path correspondence
among clients and firms. Thus, advertisers should be increasingly mindful about what they
post online as this is bound to impact clients. The investigation likewise stresses the hugeness
of ‘self-exposure' as a central point in close connections among people, as a fortified brand-
buyer relationship online will eventually affect their buy conduct truly.

Chapter No. Title Page No.

1 Introduction 10 -15

2 Organizational Profile 16 – 20

3 Project Objectives and Scope 21- 35

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 4 Data Analysis and Interpretation 36 – 42

5 Conclusion / Findings 43 – 46

6 Suggestions / Recommendations 47

7 Annexure 48

8 References / Bibliography 49 - 51

TABLE OF CONTENTS

LIST OF FIGURES

Figure 1: The New Framework for Engagement………………………………………31

Figure 2:4 P’s Trade market on B2B……………………………..…………………….32
Figure 3: Traditional marketing on B2B……………………………………………….33
Figure 4: Social Media Marketing on B2B……………………………………………..34
Figure 5: Influence of Social Media Marketing on Customer Engagement………….39

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 LIST OF TABLES

Table1:
Reliability Analysis………………………………………………………………….41
Table 2:
Correlation Analysis…………………………………………………………………41
Table3:

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ANOVA………………………………………………………………………......…..42
Table4:
Model Summary………………………………………...........………………………42

1. INTRODUCTION

Social media isn't a new phenomenon, however, the use of the channels inside the
business-to-Business (B2B) area is in its embryonic level, wherein know-how and research is
restrained (Brennan & Croft, 2012; Social media on B2B are reshaping the way agencies talk
with their customer, whether they actively manipulate this media or not. However, the
effectiveness of social media strategy is notoriously difficult to measure, and there may be

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little tangible proof to assist strategic responses by means of B2B organizations to this new
medium

Know-how regarding the usage of social media in B2B companies is particularly

summary, with few research initiatives, papers, or cases exploring how social media
integrates with different digital and multichannel management methods in this phase of the
financial system. This Ph.D. Takes an alternative shape to a conventional thesis and applies
blended strategies research so as to investigate social media in the B2B domain. The studies
is structured as follows.

First, a scientific literature overview is completed that includes fifty-eight academic

articles, which specifically recognition at the subjects of social media use through B2B
enterprises. An overview of the current literature is furnished, shooting the current kingdom
of understanding how social media has been utilized as a strategic marketing device.

Second, a comparative research mission became achieved investigating how B2B

social media differs from the more superior B2B region. The paper utilizes 449 responses to a
panel-based totally survey tool, figuring out variations as to how social media is included in
the channel management mix, social media channel usage as well as the significance of social
media via the engagement cycle. Thirdly, due to the growing importance of social media in
B2B advertising and the electricity transferring from agencies to people and online
communities, in addition, research is wanted in phrases of how social media is used as a
strategic device for coping with relationships with diverse stakeholders. Consequently, via
making use of qualitative research methods - case studies with forty-seven in-intensity
interviews – the subsequent part of the studies inspects the four stages of development that
twelve B2B firms went via in the evolution of their social media method. Eventually,
thinking about that B2B relationships are more complicated than B2B relationships, the
fourth a part of this thesis investigates how B2B relationships are controlled on social media
channels, and how social media moves bring about the favored business outcomes.
Particularly, a contrast between provider companies and branded producers is performed. The
consequences show that carriers use social media for becoming a notion chief, while branded
producers use the channels for growing relationships with various stakeholders.

1.1 Background and objectives

The rapid evolution from the internet 1.0 environment to the interactive and linked net
2. Zero environments have modified the ways in which firms gift their online photograph:
from ―dot. Com‖ companies (in which conversation with Clients continue to be one-sided),
to a new model in which the content material is inside the arms of the era, with results of a far
wider scope in which advertising and marketing managers have an effect on the real ability
customers (Hanna et al., 2014).

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 Social media are regarded as new advertising tools for selling a manufacturer's
products/offerings, constituting an emerging conversation channel through which to form the
connection between an emblem and its customers (Hsu, 2014).

Social media advertising is a period that describes the real acts of the use of social
networks for advertising and marketing purposes. Social media marketing is not unusual
inside the business-to-business (B2B) area, and the concept of social media related
particularly to B2B has been exclusively studied. Weber indicates that a marketer’s function
has modified from a broadcaster sending messages to a particular aim section to a company
that collaborates with its customers and participates in virtual organizations. The use of social
media is now spreading also to the business-to-business (B2B) area. Extra mainly, a shift in
power has happened, delivered approximately by using the net potential to significantly
leverage customer voices. On this manner, companies can now not dictate conversation terms
but need to be invited to take part in conversations with the aid of being relevant to
Purchasers (Fournier and Avery, 2011).

Clients increasingly more use social media not only to analyze products and services
but additionally to interact with the corporations they buy from, as well as other purchasers
who may additionally have valuable insights about these. Companies (Garretson, 2018).
Firms understand the strength of the net, an open, cost-powerful and omnipresent network,
which contributes to reducing or maybe doing away with geographic barriers and physical
distance, as a platform to co-create price with clients, Thanks to the competencies of the
internet: interactivity, extensive scope, staying power, pace and flexibility. All of this ends in
the formation of a platform to advantage purchaser commitment. Many of the ever-
burgeoning types of social media, Facebook is the maximum popular (Nielsen, 2012).
Businesses can establish FB brand pages, which give individuals, agencies and agencies with
facts that have a particular purpose, target audience and subject matter to the marketplace,
promote and tell about services and products.

Logo pages’ permit firms and celebrities to interact with community contributors and
thereby beautify the emblem visibility to and the loyalty of these human beings. Van Doorn
et al. (2015) defined business engagement because the behavioral manifestation of clients in
the direction of an emblem or a company, beyond purchase, due to motivational drivers,
which includes phrase-of-mouth sports, suggestions, supporting distinctive customers,
blogging and writing critiques. The important thing element to client engagement is know-
how change, so data and conversation technologies offer colossal possibilities to businesses
to change understanding and interact with clients (Vivek, 2016). Client engagement within
the area of courting advertising, now not simplest includes the family members established
between business and dealers but also any possible mixture between potential and actual
clients and all other stakeholders. Social networking web sites offer opportunities for this
participation that develop trust, goodwill and commitment to shaping family members among
individuals and types, regardless of whether or not the ones identical people acquire them
(Vivek et al., 2012).The objective of the observe It will become crucial to spotlight the
importance of energetic on-line participation and communique management as this would
create interest inside the emblem's activities with a purpose to in the long run have a high-

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quality impact on growing logo accepts as true with. As a result, the studies deal with three
broad goals:

1. To find out which kinds of posts: content material or media type encourage customer
online engagement.
2. To have a look at the factors that influence customer online engagement.
3. To investigate the connection between social media marketing and customer engagement.

1.2 What is social media?

Kaplan and Haenlein (2010) state that social media is a group of internet-based
applications that build on the technologies of web 2.0, that allow the creation and exchange
of User Generated Content. Web 2.0 is a term that emerged in 2014 describing the new way
of utilizing the World Wide Web as a platform, where all users are constantly modifying and
creating content in a collaborative and participatory way.

According to Kaplan and Haenlein (2013), web 2.0 is the platform for the evolution of
social media. The web 2.0 and social media are therefore two different concepts. The basic
functionalities for web 2.0 that are essential for it to function are i.e. Adobe flash (method for
adding interactivity), RSS (Really Simple Syndication) and Ajax (Asynchronous JavaScript).
Social media defer also form the related concept of user-generated content (UGC). UGC can
be seen as the sum of all ways in which people make use of social media instead of being a
synonym of social media. Safko and Brake (2009) agree with Kaplan and Haenlein (2013)
that social media and web 2.0 differ from each other. Their definition of social media is
though more focused on the conversational aspect. Safko and Brake (2015) define social
media as conversational media with web-based applications that make it possible to easily
transmit and create content in the form of words, pictures, videos, and audios. According to
Safko and Brake, an important goal of social media is also to engage people, and the four
primary ways to engage people are through: communication (i.e. Twitter), collaboration (i.e.
Wikipedia), education (i.e. podcasts) and entertainment (i.e. YouTube). We can hereafter
draw a conclusion from Kaplan & Haenlein’s (2010) and Safko and Brake’s (2013)
definitions that social media are internet-based applications that build on web 2.0 allowing
creation and exchange of UGC, which fills the criteria of conversational media and engages
customers and prospects.

1.3 What makes a good B2B marketing strategy?

B2B marketing strategies must be detailed, covering every digital channel which reaches
potential customers:
1. Web.
2. Social.
3. Mobile.
4. Marketing via Email.

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 5. Promotion by associates.
6. And even more.
If finding opportunities to engage customers, don't leave any stone unturned.

1.4 Overall view

Marketing is of core importance to any kind of business. It can range from promotions
and advertisements on a large scale to one-to-one word of mouth marketing. Marketing forms
the essence of a business by which the brand name is reached to the intended audience. The
cost associated with traditional marketing techniques including print and visual media is
increasing at a fast pace. The cost of a full-page color advertisement in ‘Times of India’ is
around₹200,000, if not more. Thus, it is important to lookout for new and more creative
methods of marketing. Online marketing especially social media marketing is a sensible
alternative.

This report tries to analyze how effective is marketing via social media. The report
also compares and contrasts the advantages and disadvantages of social media marketing with
traditional advertising like print and visual media. Today’s youngsters are aspirers. They
dream big and want to be their own boss. Most of them aspire to be entrepreneurs and the
success stories of entrepreneurs are a huge encouragement for them. A major problem that
these entrepreneurs face while starting a new business is the cost associated with brand
building and marketing. In this era, though the young population is all set to take over the
world with extended technological advancements, many of them fail due to a lack of financial
resources for brand building. It is in this scenario that this report analyses how well social
media marketing can help new businesses.

Therefore, the objectives of this report are as follows:

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

1.5 Method

This report uses academic journals, magazine articles, live survey and newspaper
articles which gives an idea about the relevance of social media as a marketing tool. These
were accessed via the library of Amity University. The search keys given were ‘social
media’, ‘marketing through Facebook’, ’Start-ups and social media’ ‘Facebook marketing’
‘Twitter marketing’, ‘LinkedIn marketing’ ‘social media marketing’ and so on. Various
social networking websites were also visited to get insights on how marketing can be done
through them. Also, in order to get ideas on how new business start-ups are using social

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media for marketing success stories of some entrepreneurs who recently started their business
were read.

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 2. ORGANIZATIONAL PROFILE

LITERATURE REVIEW

Literature reviews are a description of published information in connection with the

research. This chapter consists of a review of literature related to the impact of social media
marketing with respect to online business. It reviews the current issues in online marketing
and influential factors affecting online marketing. Studied social media marketing sites,
factors influencing for using social networking sites. It provides a critique review of
miscellaneous studies related to social media marketing and online marketing with respect to
FMCG personal products. This is followed by highlighting the gaps between the research and
the contribution of the present study.

2.1 Review of literature

1. Ateş Bayazıt Hayta (2013) studied that social media is on the most important tool
communication channels. Business do access to information about goods and
services to be purchased as per need by means of social media to a great extent.
Also studied social media which affects our life in recent years that brings a new
dimension to the Internet and determines the effects of social media networks on
purchasing behaviors of business.

2. N. Ratna Kishore et al (2014), studied an article on ‘social change’ from the

‘Journal of Marketing’ that has been extensively used to promote healthy behavior
among people. The study focused on influencing behavior which improves health,
prevent injuries, protect the environment and contribute to communities. More
emphasis on principles and practices of social marketing. There are five stages of
social networking process planning, message and material development,
pretesting, implementation and evaluation and feedback. Social marketing applies
to social and health sectors with an objective to improve society by designing and
implementing social marketing campaigns.

3. Monika Sharma (2015), ‘The study reviewed trends in social networking and
future trends of social networking. The new computer user generation was
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. The 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.

4. Bernadette D’silva, Roshni Bhuptani & Sweta Memon (2014) focused on social
media marketing influences on brand choice. Social media sites help to create
interest in the product and building trust about the company which was brand

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 building exercise which avoids clatter and reached to target audience. The
objective of the study was to know usage patterns for SNS among youth in the
city of Mumbai for assessing the influence of the buying behavior of business.
This study explored the preference for SNS from young generations.

5. Mehmood Rehmani (2015) studied because of social media it was easier for e-
commerce marketers to communicate directly with their target audiences. This is
due to people can take complete information of products also make comparisons
with different brands which results in buying the product as per choice which
leads to brand commitment. The study explored due to an increasing number of
mobile phone users and internet users, people tend to get an influence on the
purchasing of products. The study intends to investigate the effect of social media
on mobile phone customers ' buying intentions in Pakistan.

6. Tesfaye Nekatibeb (May 2015), Studied social media provides benefits of long-
term engagement between brands and business also provided an opportunity for
everyone to Communicate successfully and efficiently in a manner unparalleled
by another media it May be considered as the verbal exchange device of current
technology.

7. Brittany A. Hackworth, Michelle B, Kunz's (2015)study suggested strategies for

the marketing of health care industries, successful implementation of uses of
social media applications will lead to growth in health care. Taking into
consideration the application of current and popular SNS will benefit health care
industry patience. The study concluded that social networks have a great influence
in the health industry especially issues which was faced by patients that can be
resolved by providing the right information through the right source.

8. Kyle Hensel et al., (2015) studied the benefits and disadvantages of uses of social
media. The traditional marketing model was being challenged and we're
continually evolving in ways of communicating, generating leads, and increase
awareness has been implemented. The study suggested that strategies of social
media must be used to check the importance of online businesses in the market
this will help the marketers to check and to take precautions about degrading the
brand value in the market through negative publicity by the client.

9. Kenneth J. Lacho et al., (2013), the study focused on the benefits of small
businesses on social networking sites. A study suggested strategies for small
business owners to be online with a reason to their customers, also discussed the
importance of Facebook and LinkedIn in businesses to target marketing efforts to
the specific groups and allowed the business to promote available positions and
openings in the market.

10. Patrick R. Geho et al., (2016) the study analyzed the internet to examine the uses
of Twitter as marketing efforts to hit thousands of crowds. The study explains the
importance of this marketing tool for small businesses with benefits. It also
covered the difficulty faced by small businesses for justifying as a time
investment. The study suggested that effective uses of networking sites with
managing their time in business given that offer the most returns from networks.

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 11. Shweta Bansal et al (2014)observe explored the patron pleasure and scope of
social networking sites which has opened a extensive communication base for on-
line users to in reality have interaction, share and meet other humans that is
greatly extended these days, marketers have now tapped it as effective medium for
speaking with their customers by way of offering them non-stop get right of entry
to to all the records which they have been searching out via progressive methods
to keep and hold superb dating with the customers. The key findings of the
examine have been small companies are extra beneficial and discover it less
difficult to apply social networking sites for their medium of communique
because of its prices less than conventional mediums. Customers like and locate
the ads communicated properly on social networking sites, but the fashion for
buying is not a whole lot higher, however, those users who bought they're
satisfied.

12. J.Jaya Pradha (2015), then check highlights the importance of Social Networking
internet web sites in the gift situation, in comparison several social networking
web sites and offerings furnished through them to age institution users, recognize
the motives for using those web sites and their blessings, relevance, and
usefulness to society.

13. Check to show off the Social Networking Websites like FB, Twitter, Orkut,
Google Buzz, YouTube, blogger. Com, Myspace, and so on. An examine located
that students take masses of interest within the usage of Social Networking
internet websites, speak with their pals through Social Networking web websites
additionally useful to society with quite influencing with the aid of way of rank
using Facebook, Twitter, bloggers. Com, Myspace, and lots of others.

14. Leslie Martinka (2015) labored on how social media communities’ impact
purchaser. Behavior thinking about Mead’s concept of symbolic interactionism
encouraged one’s the phase’s and helped to create our cultural norms and
ideologies. By means of the use of Mead’s concept, targets changed into to decide
how Facebook & Twitter groups prompted business online purchases. Concluded
that Facebook groups has a widespread have an effect on Even as twitter has no
effect on customer online buy behavior.

2.2Importance of social media in today’s world

Marie Swift (2016) suggests that placing an advertisement in the print media is not the
best solution for brand promotion. The problem with traditional mass advertising according
to Marie is that these media appeal to a wide range of people who may not even be interested
to know who we are. On the other hand, promotions and the brand building must be done
with people whom we think are potential customers for our business. This can be achieved by
channelizing a greater part of the promotion and advertising budget for activities such as
networking, volunteering, hosting events and so on. Out of these methods, networking is the
best that suits the need of the time (Marie Swift, 2006). With the technological advancements
in today’s world, it is fairly easy to be connected with the outside world with the help of

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social networking sites. Peer networking is an important way of advertising and this is all set
to take over the world of marketing in the near future. The biggest advantage of social media
marketing is that it can be used for any kind of business regardless of whether it is B2B or
B2B. Also, the relative cost is much lesser as compared with traditional advertising.

2.3 Social media for business to business marketing

Michael Rodriguez et al (2016) conducted a study on the effectiveness of social media

marketing by analyzing 1699 business to business clients from around 25 industries. The
study proves that social media is indeed helpful for B2B firms in generating new sales. Social
media is the best tool for finding new clients and deepening the relationship with existing
customers. The study assumed five hypotheses as follows: Social media usage creates
opportunity, social media usage helps in understanding customers, social media usage helps
in relationship management, social media usage aids in relationship sales performance and
social media usage helps in outcome-based sales performance. Based on the social capital
theory, these hypotheses were tested and data obtained were analyzed using the standard
protocol (Churchill 1979; Churchill and Peter 1984). The result of this analysis supported the
hypothesis that social media usage creates opportunities, social media usage helps in
relationship management and social media usage helps in relationship sales performance.
However, the hypotheses that social media usage helps increase outcome-based sales
performance and social media usage helps in understanding customers were not supported.
Thus taking all these into consideration, it can be concluded that social media usage helps in
developing B2B sales. With over 955 million active users, Facebook tops the social media in
terms of usage and number of active users (Mashable website, 2013). Thus it is important to
know how Facebook can be used for B2B marketing. Social media can be effectively used for
various B2B clients to increase sales. This includes business markets such as travel and
tourism, banks, retail outlets and so on.

2.4 Research gap

Several research has been carried out on social networking sites, social media
marketing, importance and usage of social networking sites in e-commerce industries, for
understanding the buying behavior pattern of online business, implementation of social media
technology in as a companies’ marketing strategy, online purchase behaviors, Business
motivation for online shopping, the impact of SM on buying decisions, the role of SMM for
online purchases in hospitality a sector, factors responsible for online shopping, online
branding, etc. The studied has been conducted in online marketing particularly in sector-wise
like FMCG, Business durables, etc., Industry-wise like services tours and travel industries,
hospitality, health care, etc., product category wise like electronics products, apparel, mobile
phones, etc. in a particular area. Theses, importance, factors responsible for online shopping,
understanding the business behavior of social media, users have been considered.

The studies done so far have not touched the impact of social media marketing for
online purchases with product category of apparels, shoes, handbags accessories etc. So the

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topic of the study is “Impact of social media marketing on online purchases of business in
selected cities of India with respect of FMCG-Personal Products.”
4. PROFILE OBJECTIVES AND SCOPE

B2B MARKETING STRATEGIES ON SOCIAL MEDIA AND ITS FEATURES

Social media advertising and marketing is a brand new trend and a rapidly developing
manner in which corporations are achieving out to targeted clients easily. Social media
advertising can be surely defined as the usage of social media channels to promote.

A company and its merchandise. This sort of advertising can be notion of as a subset
of online advertising activities that whole traditional net-primarily based advertising
strategies, which includes electronic mail newsletters and online advertising campaigns
(Barefoot & Szabo 2010). In order to encourage users to distribute messages to personal
contacts, social media advertising and marketing has injected a new period of accelerated
propagation and trust into online networking and mass publicity (Hafele, 2012). With this
new method of outreach and advertising, new equipment is being developed and increased in
a flip for organizations. Social media marketers are actually going better and greater powerful
insight via the creation of analytic applications by reliable social network website structures
(Hafele, 2014). There are numerous one of a kind social media websites, and they take much
unique paperwork and incorporate one of a kind features.

Absolutely, the maximum not unusual social networking website online that first
comes to our mind is Facebook. Facebook become first released in February 2004, owned
and operated through FB, Inc. As of May additionally 2012; Facebook has over 900 million
active users. Customers must sign in earlier than the use of the site; they'll create a private
profile, add different customers as buddies, and exchange messages, which include automated
notifications when they replace their profile. Similarly, customers may additionally be part of
common-interest business agencies; categorize their pals into lists which include "people
from work" or "near buddies". Facebooks essential task is to provide humans the power to
proportion and make the world more open and linked (FB, 2012). Other social community
websites such as Twitter, Google Plus, and LinkedIn may also differ in some ways, however
essentially they work the usage of equal ideas.

Advertising the usage of social media consisting of those can take more than one
shape. The conventional FB model, particularly, involves replacing the concept of a human
“buddy” with a brand or tangible product or developing a page or institution (FB, 2014). A
business who elects to “like” a product or enterprise advertises that connection to their very
own non-public community of contacts. This idea extends to other varieties of social media
as properly. According to Bernie Borges (2017), Twitter is a mixture of microblogging and
social community (Borges, 2009). Twitter, permits users to receive small updates and
advertisements from favored manufacturers as well (Hafele, 2016). Twitter offers an
opportunity for customers to involve in real time sharing. A tweet is generally no more than a
hundred and forty characters, which followers of the person can see (Borges, 2015).

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 These two social media channels are among the most famous and heavily used
alternatives now, however, they are a way from being the most effective ones. As located
through Kaplan and Haenlein (2015) mentioned by Nick Hafele (2015) have recognized
numerous channels that fall below the category of social media, every of which has
possibilities and precise benefits for advertising and marketing use. Collaborative tasks, such
as wikis, or editable records-resources, are especially poignant avenues of contact. In reality,
tendencies indicate that they're fast becoming the fundamental source of information among
client populations (Kaplan & Haenlein) stated by using (Hafele, 2015).

Blogs, controlled by using both individuals or groups, are any other closely used
advertising discussion board. Through blogs, companies can sell brand recognition with the
aid of sharing insider facts, updating customers on new merchandise, as well as presenting
hyperlinks to the primary income channels. Enthusiasts could be updated every so often on
any special events, contests or new advertising prepared via the brand or product. Blogs
additionally facilitate the posting of feedback and feedback, allowing enthusiasts and
detractors to publish opinions and questions to manufacturers. This encourages the change of
ideas between peers and can also promote sincere discussion among individuals and
corporations to enhance their defaults (Hafele, 2011). Social media methods want to be taken
into consideration to ensure the very best risk of success with social media advertising. In
step with Ray et al. (2011) stated through Nick Hafele (2011) emphasizes the want for
diversifying a social media method to make sure that messages are achieving suitable
audiences; there's no single accurate method.

3.1 Social Media and marketing advertising on B2B

B2B Social Media Marketing has recently undergone changes in the manner
information is brought to the customers (Mangold and Faults, 2009). Social networks (SN),
as part of net 2. Zero eras, provide the technological platform for the individuals to connect,
produce and percentage content material online (Boyd and Ellison, 2008). As such, for brand
proprietors, they offer the capability for
(1) marketing—through facilitating viral advertising and marketing,
(2) product development—via related to customers inside the design system, and
(3) marketplace intelligence— through watching and studying the person-generated content
material (UGC) (Richter et al., 2015).

As a final result of this transformation within the discipline of advertising, a new

phenomenon, normally known as social media advertising and marketing (SMM) turned into
delivered. Social media advertising and marketing, a shape of WOM advertising and
marketing, however also known as Viral advertising, buzz, and guerilla marketing is the
intentional influencing of purchaser-to-patron communique through expert advertising and
marketing techniques (Kuznets et al., 2015). This is not to be seen as a substitute for the

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conventional advertising and marketing techniques but rather as an extra advertising channel
that would be incorporated with the traditional ones as a part of the advertising blend.
The benefit of this new digital channel is that it could be used to talk globally and to
complement advertising and marketing toward customers at the personal degree (Mangold
and Faults). Through users ‘remarks or via watching conversations on social media, an
organization can Study clients ‘wishes, potentially main to involvement of individuals of the
network inside the co-advent of cost thru the technology of ideas (Palmer and Koenig-Lewis,
2015). No matter the general recognition, Viral marketing on SNSs has now not but reached
the excessive expectations set (Clemons al., 2007).

Even though many SMM channels have already been created, how these channels are
being used, what their ability is and the way business engage remains in large part unknown.
Social networks, as the largest social media platform, may additionally play a key function
inside the future of advertising and marketing; they will boom customer’sengagement, and
assist to transform the conventional cognizance on control with a collaborative method
appropriate for the modern enterprise. Environment, main towards the idea of SMM (Berth
on et al., 2012; Harris and Rae 2009; Mangold and Faults, 2009).

SMM (Social media marketing) may be described as utilization of the existing social
media structures for growing the brand focus among purchasers on on-line structures through
utilization of the WOM ideas (Drury, 2008). As such, it helps types of merchandising:

(1) conventional advertising and marketing advertising, which refers back to the
communication driven by way of the groups towards their customers
(2) social advertising, which is precise for social media systems and is embodied within the
business-to-patron communication (Mangold and Faults, 2009). Social media advertising is
related to dating advertising,

In which the firms need to shift from ‘looking to sell ‘to ‘making connections ‘with
customers (Gordhamer, 2015). Agencies also need to avoid ‘big campaigns ‘and stick with
‘small acts ‘considering the fact that a few small campaigns can without difficulty reach lots
of human beings and accomplish the targets in a completely quick time frame (Coon, 2015).
Social Media and Facebook numerous definitions describe social media as ‘content that has
been created via its target audience‘ (Comm, 2017); as ‘on line gear and systems that permit
internet users to collaborate on content, percentage insights and reports, and connect for
enterprise or pride (Strauss and Frost, 2009, p.326). There is a definitive typology of various
kinds of social media (Kaplan and Haenlein, 2010), however it is commonplace to distinguish
amongst social networking (E.g. Fb), professional networking (E.g. LinkedIn), Video-sharing
(E.g. YouTube), picture sharing (E.g. Flickr), social bookmarking (E.g. Scrumptious, Digg),
social sharing of expertise (E.g. Wikipedia), micro-blogging (E.g. Twitter), blogs (E.g.
Blogger), and user boards. Not unusual function is that these social media permit people and
marketers to engage in social interactions, in a way and on a scare that have been not feasible
earlier than (Fischer and Reuber, 2015). Attracted by using the big quantity of customers,
organizations have created emblem groups in social media including facebook, which boasts

20
having greater than a billion month-to-month active customers (facebook, 2013). Fb to start
with began as a series of boards through which younger humans connected, and swiftly
developed into essential systems for social and business alternate. While a registered fb
business visits a web page, that person can grow to be a fan with the aid of clicking at the
button like. This lets in the owner of a page to publish informational content material with the
intention to seem within the news for their fans, who will react by using liking it,
commenting on it and sharing it. In this manner fb gives brands a voice and establishes an
active communique with fb users. Basically on fb, users can participate inside the following
varieties of activities (Patterson, 2016): popularity updates. Facebook messages, Facebook
wall posts, fb pokes Smith et al. (2015) reviewed studies on fb and concluded that they have
got centered on the website ‘s capability and norms and how and why humans use it, in
addition to identity management and self-presentation on the web site. However, it stays to be
seen whether the investments in fb are nicely spent. At the same time as a lot is written on
pages that garner a variety of ‗likes and enthusiasts, the extant literature is generally silent
concerning fb effectiveness to reach customer engagement. In fact, recommends searching
past the ‘friend‘ and ‘fan‘ metric considering the fact that they're a simple numbers
recreation.

3.2 Social Media and Facebook

Various definitions describe social media as content that has been created by using its
target audience ‘(Comm, 2009); as on line tools and structures that permit internet customers
to collaborate on content material, proportion insights and studies, and join for enterprise or
pleasure (Strauss and Frost, 2009, p.326). There may be a definitive typology of various
styles of social media (Kaplan and Haenlein, 2010), however it's miles not unusual to
distinguish among Social networking (E.g. Facebook), professional networking (E.g.
LinkedIn), Video-sharing (E.g. YouTube), photograph sharing (E.g. Flickr), social
bookmarking (E.g. Delicious, Digg), social sharing of expertise (E.g. Wikipedia), micro-
running a blog (E.g. Twitter), blogs (E.g. Blogger), and business boards. The not unusual
characteristic is that those social media permit individuals and marketers to have interaction
in social interactions, in a manner and on a scare that had been no longer feasible before
(Fischer and Reuber, 2011).

Attracted via the huge variety of users, agencies have created logo groups in social
media along with Facebook, which boasts having extra than 1000000000 monthly lively
customers (fb, 2013). Facebook first of all started as a sequence of boards via which young
humans related, and rapidly developed into critical structures for social and commercial
exchange.

While a registered Facebook user visits a web page, that user can emerge as a fan
through clicking on the button like. This lets in the owner of a web page to put up
informational content to be able to appear inside the information for his or her lovers, who
will react by means of liking it, commenting on it and sharing it. In this manner, FB gives
brands a voice and establishes an energetic verbal exchange with FB users.

21
 Basically, on FB, customers can participate in the following sorts of sports (Patterson,
2012): fame updates. FB messages, FB wall posts, Facebook pokes Smith et al. (2012)
reviewed studies on Facebook and concluded that they have got centered at the web pages’
capability and norms and the way and why people use it, as well as identification control and
self-presentation at the web site. But, it remains to be seen whether or not the investments in
FB are well spent. Even as much is written on pages that garner quite a few likes and fanatics,
the extant literature is generally silent regarding Facebook's effectiveness to reach patron
engagement. In reality, Chapman (2015) recommends searching past the 'buddy ‘and 'fan
‘metric on account that they are an easy numbers game.

3.3 Advantages

In step with Watson et al. (2012) cited with the aid of Sheth and Sharma (2015) with
the recognition of digital marketing at the rise, many groups are investigating how social
media can assist them sell their services and products to capacity and current clients. Social
networking web sites like Facebook and Twitter have converted the manner a few businesses
reflect on consideration on marketing. Some organizations direct customers in the direction
of their social network pages more than they direct them to their personal web sites. There are
positive benefits to market through social media, however there also are related drawbacks as
properly (Watson et al. 2012; Sheth & Sharma 2015). The number one blessings of social
media advertising is reducing charges and improving attain. The cost of a social media
platform is usually decrease than other advertising and marketing structures inclusive of face-
to-face salespeople or middlemen or distributors. In addition, social media advertising allows
corporations to reach clients that may not be available due to temporal and locational barriers
of current distribution channels. Social media systems growth attain and reduce fees with the
aid of imparting 3 areas of advantage for clients (Watson et al; Sheth & Sharma ). First, the
advertising firm can provide unlimited records to customers without human intervention. This
is an advantage over other varieties of touch due to the fact the amount of data that can be
provided is a whole lot greater than in some other shape of communique. Moreover, and
more importantly, the records can be furnished in a form that customers can without
problems system and apprehend. For instance, airline scheduling and reservation systems are
very hard to create and maintain to serve individual needs. Moreover, in this context, the
picks are large and tough to provide in any format that is better than the web-primarily based
layout (Watson et al. 2012; Sheth & Sharma 2015). 2d, social media marketing company
can create interactions with the aid of customizing records for individual clients that permit
clients to design services and products that meet their particular necessities as an instance, on
line checking and seat venture may be done at the net. Sooner or later, social media platforms
can allow transactions between clients and firms that might generally require human touch as
in the case of a hit corporations along with Dell and amazon. Com (Watson et al. 2012; Sheth
& Sharma 2015). To recognize better about the benefits of social media marketing, there are
five predominant blessings to achieve this area:

3.3.1 Fee-related

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 In step with Weinberg (2009), the principle gain of social media marketing is price-
related. The monetary limitations to social media advertising and marketing are pretty low
compared to others. Most people of social media sites are free to get right of entry to, create a
profile and post records. Whereas traditional advertising campaigns can value tens of millions
of greenbacks, many social media gear are unfastened even for business use. Agencies can
run incredibly a hit social media marketing campaigns on a restricted budget. The advantage
of achieving your focused market for very little coins investment is sizable, and the target
audience wanting your records voluntarily joins or follows you. Pay-in line with-click on
classified ads on sites inclusive of Facebook is "geo-centered" consistent with specific
standards, to reach the appropriate target market. The viral nature of social media manner that
all of us who read your posts has the capability to unfold the news farther inside his very own
community, so facts can attain a massive quantity of human beings in a short time (Weinberg,
2009).

3.3.2 Social interaction

One of the maximum first rate phenomena of latest media is the way it has accelerated
and created new varieties of social interplay. Humans spend greater than a quarter of their
time on-line concerned in communication activities (E.g., emails, IM chat, and social
networks), that is equivalent to the entire time spent online for popular entertainment and
enjoyment (Riegner, 2007) referred to by using (Hill & Moran, 2011). Social networking
websites have end up so pervasive that they may be the maximum famous net destinations
(Burmaster, 2009). Not most effective has new media demonstrably altered how often people
communicate online, however it has also enlarged the pool of people they talk with, and led
to new ways for behaviors to be stimulated (Burmaster, 2009). Purchaser behavior research
monitor that individuals provide extra attention to recommendation and information shared
on line, spending more time with websites that offer third-celebration reviews (Huang et al.
2009), and different research suggest such facts can immediately have an effect on buying
choices, even though acquired from only „virtual‟ resources (Awad et al. 2006; Weiss et al.
2008) mentioned by using (Hafele, 2011). Certainly some of the pronounced advantages of
recent media usage (multiplied popularity, anticipated reciprocity) relate directly to its social
interplay factors (Kollock 1999; Arthur et al. 2006) noted by using (Hafele, 2011).

3.3.3 Interactivity

As discovered by means of Steuer (1992) stated through Ronald P. Hill and Nora
Moran (2011) unlike looking television or paying attention to the radio, the interactivity of
latest media we could clients grow to be extra than simply passive recipients of stimulation.
Interactivity may be extensively described because the „extent to which customers participate
in enhancing the shape and content material of a mediated environment in actual time
(Steuer, 1992). Interactivity is one of the defining traits of recent media technologies, giving
greater access to facts in addition to helping increased user control of and engagement with
social media content material (Fiore et al. 2005) stated by (Hill & Moran, 2011). Interactivity
depends at the context. In an online social networking context, interactivity refers to a
usercentered interaction with machines, messages, or different users, focusing on the

23
experiential thing of networking technique (Liu & Shrum 2002) mentioned by way of (Hill &
Moran, 2011). At the same time as interactivity can be easy in sure contexts (e.G., definitely
filling out forms, clicking hyperlinks), it is able to additionally be extra concerned and
complex, including permitting people to broaden online content material (Murugesan, 2007)
referred to through (Hill & Moran, 2011). Studies display that extended degrees of
interactivity can result in higher involvement (Bucy, 2003) and greater superb attitudes
toward websites (Kalyanaraman & Sundar, 2013; Hill & Moran, 2011) at the side of higher
source credibility (Fogg, 2013; Hill & Moran, 2011). This person interactivity allows
business to take part in private social networking with the aid of selecting the content, timing,
and conversation act particular programs of social media empower customers, such that they
can take lively manipulate and perform two-manner communications. Lively manipulate
takes region in a social networking context and requires interest and participation from all
participating events, including person users, corporations of networked human beings or
groups, and types (Li, Daugherty, & Biocca 2012).

3.3.4 Customer service

Customer support is some other critical location for social media marketing
(Helmsley, 2010). Occasionally internet site designers cannot avoid a certain degree of
complexity within the architecture of an internet site. Therefore, it is important to have a
considerate customer support machine. Links to regularly asked Questions (FAQs) and links
to online representatives are beneficial with a view to help customers inside the choice or
shopping for method. A marketer must not simply offer on line help. In many cases, it is
handier for customers to call a corporation. Therefore, the use of a toll unfastened telephone
wide variety for customers need to be considered (Gommans et al., 2001). According to
Gommans et al. (2001), Order success and speedy shipping structures are as vital to e-loyalty
development as the opposite elements. A considerate logistics system that guarantees a quick
delivery after the checkout technique contributes to client delight, which in turn contributes to
dependable conduct. In addition to the rate of delivery, the logistics gadget should permit
exclusive approaches of handing over merchandise. A few clients prefer to get the product
introduced by parcel services, like FedEx and UPS. Others might want to select up a product
in a bodily keep so that you can have someone to talk to (Gommans et al., 2014). A client
who buys something on the internet has one essential downside in comparison to a business
in real area. Net clients cannot contact, odor, or experience the best earlier than they buy it.
This makes a business insecure about shopping for a product. For you to reduce this lack of
confidence, a social media marketers should offer brands which are famous, appropriate
product best, and, of route, guarantees (Gommans et al., 2014).

3.4 Disadvantages

The web surroundings create no longer best possibilities, however also headaches and
challenges for the social media advertising and marketing manner. The transparency of the
net makes on line statistics to be had to all audiences, and reinforces the need for consistency
within the planning, layout, implementation and control of online advertising verbal

24
exchange (Hart et al., 2000). There are 5 foremost negative aspects want to be considered on
social media advertising, which are:

3.4.1 Time in depth

Because the name implies, social media is interactive and successful, two-manner
exchanges take commitment. The character of advertising modifications in social networks,
with the point of interest positioned on organizing lengthy-time period relationships that may
become extra income. Anyone must be accountable to display each community, reply to
remarks, answer questions and publish product facts the client deems precious (Barefoot &
Szabo, 2014). Corporations without a service to manage these social networks will find it
tough to compete. The primary initial attention and probably the maximum vital one is that
social media advertising calls for a substantial time investment (Barefoot & Szabo, 2014). As
a trendy rule, surely dabbling in some social media sources and hoping to recognize
substantial returns is fanciful. An enterprise needs to recognize the important time dedication
and both take delivery of or reject that commitment as plausible for its operation (Barefoot &
Szaboo, 2014).

3.4.2 Believe, privateers and protection troubles

The usage of social media to sell one’s brand, products, or services can also implicate
agree with, privacy and facts protection issues. It is crucial for agencies to privy to those
problems and takes appropriate measures to limit their publicity to liability related to a
private information collection, use, and preservation. Consider, in particular, the particular
dimensions of transactional protection and privacy (Hoffmann et al., 2011), play a vital role
in generating purchaser loyalty to social media marketers. A look at by using Ratnasingham
has proven that worry of online credit card fraud has been one of the principal reasons clients
have not carried out extra massive online shopping for (Ratnasigham, 2012). Furthermore,
privateness worries have caused public family members fiasco for a few predominant social
media advertising and marketing ensuing in full-size brand picture erosion (advertising Age,
2012). Social media corporations like fb and Twitter normally have their own privacy
policies that govern their use of purchaser statistics and 0.33-birthday celebration conduct on
the social media platform with admire to non-public statistics. Entrepreneurs the use of 0.33-
birthday celebration social media retailers need to make sure that their advertising and
marketing campaigns do not inspire business or any other events to have interaction in
practices that would violate the social media agency privacy policy and marketers need to
additionally ensure that they're abiding with the aid of the rules as nicely. Groups that
administer their personal blogs or other social media structures should also hold complete
regulations that expose the organizations information collection, use, and storage practices,
and any duties that third events have regarding privateness and statistics security (Steinman
& Hawkins, 2013). Agree with, that is carefully associated with security, is a completely
essential component within the on-line buying process conduct technique. In general, you
cannot experience, scent, or contact the product. You cannot investigate the shop clerk’s eyes
(Steinman & Hawkins, 2013). Consequently, these approaches of growing accept as true with
are excluded on the internet. Brand agrees with commonly contributes to a discount of

25
uncertainty. In addition, accept as true with is a part of the attitudinal factor of loyalty. So it is
obvious that loyalty in well-known and emblem agree within particular can help to triumph
over a number of the nets hazards, e.g. to triumph over perceptions that the internet is a risky,
dishonest, and unreliable marketplace. In reality, these perceptions are nevertheless stopping
some capacity clients from doing commercial enterprise at the net. A “0.33 party approval” is
a device to generate accept as true with (Gommans et al. 2015).

3.5 Social media as an advertising and marketing channel

The social media advertising and marketing (SMM) is a technique that empowers
people to promote their websites, products, or offerings through online social channels and to
communicate with and faucet into a far massive community that might not be available thru
conventional marketing and advertising channels. Social media advertising and marketing is
prepared listening to the community, organizing a dating with them and talk with the
community about i.e., applicable product and carrier services. SMM additionally connects
service carriers and groups with a vast audience of influencers and business. By means of
using social media marketing corporations can bring traffic and force applicable links to their
internet site, make customers brand consciousness and power in addition to cause
conversations (Weinberg, 2018). Rohit Bhargava created in 2006 the time period social
media optimization that these days’ equals with social media advertising and marketing. The
concept of social media advertising is to optimize a website in this type of manner that
written content shops hyperlink that essentially acts like consider mechanism and
endorsement letters for customers (Bhargava, 2016 cited in Weinberg, 2017, p. Four).

Advertising is now not one dimensional; it has emerged as a two-manner system

attractive a brand and an audience. Advertising in social media is not simplest approximately
telling and giving a message; it's miles more about receiving and exchanging distinct
perceptions and thoughts. (Dury, 2018) Social media advertising is ready being transparent,
incomes agree with, building credibility, nurturing relationships and cultivating a dialogue
along with your stakeholders. (Weber 2019). In keeping with Mangold and Faulds (2019)
inside the global of social media, advertising managers manipulate over 2zthe content,
timing, and frequency of statistics is reducing. In the new sample, records about services and
products moreover originate in the marketplace. This statistic is based at the studies of
individual clients and is expressed via the conventional promoting blend (marketing, private
promoting, sales advertising, public family members & exposure, and direct advertising and
marketing). Within the new model of included advertising and marketing verbal exchange,
marketing managers should recognize the strength and critical nature of the discussions being
carried on by way of business the use of social media. Advertising managers need to
additionally receive that inside the generation of social media purchasers are turning away
from the conventional elements of the advertising blend; particularly, the clients are
decreasing their reliance on marketing as a source of records to manual their purchase
decisions.

26
 Figure 1: The New Framework for Engagement

Weber (2009) also argues that groups have historically segmented their markets in
keeping with effortlessly identifiable demographics as age, gender, schooling, and earnings.
Inside the age of social media, the brand new marketing method segmenting by what human
beings do and feel — behaviors in addition to attitudes and hobbies of customers. It helps
marketer’s institution people via what's critical to them as opposed to commonplace
characteristics. As soon as entrepreneurs recognize what is important for the customers, it's
miles viable to target them with advertising sports which are significant and this manner to
get the brand, products and services in front of clients who might have a pastime in them.

3.6 Traditional marketing vs. social media marketing on B2B

Conventional marketing (TM) also can be known as outbound advertising. Outbound

marketing is set seeking to make customers buy through a one-way verbal exchange. The
advertising strategy at the back of outbound advertising is set seeking to trap the customers
through imposing records about the products or services on the customers. The traditional
advertising is based totally at the advertising and marketing mix model of the four P’s
(McCarthy, noted in McTier Anderson L. And Taylor R.) and contain of- Product, region,
charge and promoting. The transactional method of marketing is primarily based on these
four P’s, that specialize in a one per time sale. The crucial of a properly-designed advertising
method is the 4 P’s marketing mix: the right product, sold inside the proper place, with the
proper price the usage of, the most becoming promoting channels.

27
 Figure 2 :4 P’s Target Market on B2B

Print media (leaflets, brochures, pamphlets, newspapers, and advertisements), radio,

direct mail, tv, direct income, catalogs, coupons, and billboards are all examples of
conventional advertising and marketing (Hausman, 2012).

Social media advertising (SMM) utilizes inbound advertising, that means that the
employer makes itself without problems discovered online, and attracts clients by using
providing content that is valued through the clients. In SMM the marketing method is based
on clients finding the business enterprise and its offerings in preference to forcing
information upon them. Social media advertising makes it possible to have a two-way
communique with the customers as opposed to the traditional one manner verbal exchange
interplay. Marketing with traditional media like newspaper, tv, and news web sites turned
into approximately turning in a message, advertising with social media is about building
dating and conversation along with your target audience (Dury, 2008).

Figure: Traditional Marketing on B2B

Duncan and Moriarty, a kingdom that verbal exchange is the heart of social media
advertising (SMM). The companies understand that the connection with clients is their
maximum valuable asset, as it prices six to 9 times greater to benefit a new customer than it's
miles to hold the exciting one. The quantity, fine and speed of remarks is a keeping apart

28
issue for dating advertising and marketing and traditional advertising and marketing. Rouse
(2015) explains that relationship advertising must be a large cognizance in SMM due to the
long term purchaser engagement strategy it presents.

Figure : Social media marketing on B2B

3.7 Implementation of social media marketing

The usage of social media helps to create a feeling for the customers that they have
direct and immediate access to the company (Rodriguez et al, 2012). It is more of a pull
strategy rather than a push strategy for business development as proposed by Lager (2016).
An important aspect of social media marketing is that the results of social media marketing
will be known only after some time of implementation. Merely setting up a page on any
social networking site such as Facebook, Twitter or LinkedIn is not enough to generate sales.
The most important part of implementation is that it should regularly and frequently be
updated. Twitter in particular which is more of real-time status updates, requires frequent
updating and feedback to queries. At the same time, too many posts should not be posted
since it will damage the reputation of the brand and overpopulate the customer's home page.

29
 4. DATA ANALYSIS AND INTERPRETATION

METHODOLOGY RESEARCH

Sample and Data Collection for study purposes, wedding clients of a leading florist in
Sri-Lanka involved in online trade for the past five years were selected. The selected
respondent was expected to state which type of posts of the firm actually induced them to
participate online, what factors influenced them to be actively involved and be aware of the
firm's activities and if these factors have actually had an impact on their purchase behavior in
reality. This sampling unit was preferred because the research intended to gain insight into
the concepts of social media marketing and customer engagement. A sample of 150
respondents was selected using the random sampling technique.

A semi-structured questionnaire was specifically designed for the purpose of this

research. It consisted of closed, direct and indirect questions. The questionnaire consisted of 3
schedules. The opening schedule consisted of statements relating to social media marketing
and customer engagement. This is then followed by a subsequent schedule, consisting
statements concerning the socio-demographic profile of respondents; namely: the gender,
income, age, etc.; The influence of social media marketing on customer engagement is
qualitative in nature. Therefore, the responses to these qualitative questions were recorded on
a five-point Likert scale ranging from strongly disagree to strongly agree. At the outset, the
questionnaire was pilot tested amongst 10 Facebook Users. Based on the constructive
criticism and valuable advice given, necessary amendments were made to the questionnaire
in due course. The questionnaire was then administered to the respondents along with a cover
letter in order to obtain data. Firstly, the questionnaire was administered via e-mails to 50
respondents. A reminder mail was sent to them as initially, the response rate was quite low.
Hence, apart from mails, questionnaires were personally administered amongst the remaining
respondents. The analysis was performed by SPSS 2016. Linear regression technique has
been used to test the relationship between variables and to test the hypothesis

4.1 Limitations of research:

Even though this has a look at has supplied pleasant results, unmarried speculation
became used to test the impact of social media advertising and marketing on purchaser
engagement. A greater comprehensive has a look at the use of a number of other hypotheses
in exceptional cultural contexts can be examined in the future. This may encompass a larger
pattern size and greater variables to test and expect the impact of social media advertising on
client engagement. Furthermore, unique brand pages elicit numerous business motivations
for participation and bring about precise engagement with the content material, which turned
into no longer investigated in this have a look at. Expertise the motivations related with a
diverse logo, pages are vital and require further research. It also remains unclear whether
human beings like what they like or what others like.

30
 Furthermore, because of the limit of algorithms, future studies should contain facts
from more social networking websites. The improvement of measured signs that make it
viable to reveal and evaluate engagement behaviors in social networking websites is essential
for the design of organizational strategies each for the firm itself and for its brands.

Companies are spotting the pressing need for recognition on building private two-
manner relationships with clients who foster interactions (Kumar et al., 2016). Client
engagement has been identified as an emotional connection among a company and its clients
focused on interaction with clients and their participation. The key element to patron
engagement is expertise alternate, so facts and verbal exchange technologies provide
tremendous possibilities for organizations to trade understanding and engage with clients
(Vivek, 2017). Bowden (2017) understood purchaser engagement as a psychological manner
that models the underlying mechanisms by way of which purchaser loyalty in the direction of
a provider emblem is shaped in new clients, in addition to the mechanisms by way of which
that loyalty can be maintained for repeat buy customers of a carrier logo. Greater recently,
Vivek et al., (2018) described customer engagement as the depth of person participation and
connection with the gives and sports of the business enterprise initiated both through the
business or through the organization.

The particular case of online client engagement changed into defined via Mollen and
Wilson (2015) because of the cognitive and affective commitment of the patron to an active
relationship with the brand as personified by way of the internet site or different pc -
mediated entities designed to communicate brand value. Each of those principles represents a
single theoretical scope, which has complex the achievement of more conceptual advances,
reflecting the dearth of absolute consensus (Hollebeek, 2013). But, from in advance
definitions, it could indeed be concluded that the general public use a multidimensional angle
on engagement with 3 dimensions: cognitive, emotional and conation (Vivek et al., 2016),
although the self-expression of these widely wide-spread measurements can range according
to with the specific concept of engagement that is used, in addition to the relative importance
of everyone in accordance with the context (Brodie et al., 2016).

4.2Elements influencing business engagement

Users who are fanatics of logo pages can see posts and engage with them through
liking, sharing and commenting (Araujo and Neijens, 2016; Lin and Lu, 2017, Ruiz-Mafe et
al., 2015). The task for businesses is to draw peoples interest to emblem posts and convince
them to view the content.

4.3Vividness is a thing influencing purchaser engagement

The media type of a publish corresponds to the sharing action undertaken by means of
a web page administrator within a Facebook brand page (De Vries et al., 2015). This consists
of a status update, photo, video or a hyperlink. These media types represent numerous ranges

31
of media richness, which is usually referred to as the vividness of on-line content (Coyle and
Thorson, 2015; Daft and Lengel, 2016). Vividness is the volume to which a logo publish
stimulates diverse senses (Steuer, 2012). Therefore, multimedia content material has the
potential to be enticing for users because of its direct effect on various senses (Coyle and
Thorson, 2014). According to preceding research, an excessive degree of vividness appears to
be only in improving attitudes in the direction of a website (Coyle and Thorson, 2001; Fortin
and Dholakia, 2015) and growing click-thru quotes (Lohtia et al., 2014, 2017). The clicking-
through charge is regarded as engagement behavior.

4.4Interactivity as an aspect influencing patron engagement

Interactivity may be defined because the degree to which or more communique parties
can act on each different at the conversation medium and on the messages, and the diploma to
Which are synchronized for such actions (Liu and Shrum, 2012). A brand put up with the best
text is not interactive; while a link to a website is interactive due to the fact users can click on
it (Fortin and Dholakia, 2005). Interactivity is broadly regarded as a critical issue in figuring
out a variety of affective and behavioral outcomes consisting of delight, mind-set, choice-
making and involvement (Coyle and Thorson, 2011; Fortin and Dholakia, 2005; Stewart and
Pavlou, 2012). Consequently, the statistics supplied with a high diploma of interactivity
generates an excessive stage of online engagement description of a product as a factor
affecting customer engagement Where a brand post contains information such as new release
dates and product descriptions; fans are inspired to connect and consume (De Vries at al.,
2012). Users are likely to reply to posts if they are inspired (Cvijikj and Michahelles, 2011).

4.5Entertainment as a factor influencing client engagement

Previous research has indicated that amusement is the maximum critical aspect
affecting the behavior of SNS customers (Lin and Lou, 2014; Sledgianowski and Kulviwat,
2015). Facts enriched with enjoyable factors are typically positively evaluated by way of
recipients and lead to a better rationale to re-visit an internet site than does information
without amusement features (Raney at al., 2013).

4.6Content novelty as a thing influencing business engagement

A unique content conjures up a more quantity of particular message cues and external
stimuli (Tokunaga, 2013). The function of novelty in the communique technique lies in its
electricity to capture the target audiences interest (Mendelson, 2014; Tokunaga, 2015).
Humans are naturally attracted to unique and unusual data due to the fact such statistics
sparks hobby and are intrinsically rewarding (Yim, 2016) A current have a look at by way of
Rhom et al., (2015) diagnosed 5 primary motives that pressure purchasers to engage with
brands via social media. They include 'entertainment', 'brand engagement', 'get admission to
customer services and content material', 'product data', and 'promotions'.

32
4.7Relationship between social media marketing and customer engagement

Social media advertising and customer engagement have been paired not often inside
the relationship marketing literature with very few researchers discussing one with the
alternative. Inside the case of communique-orientated in the direction of family members via
SNS, the dedication of customers to SNS pages leads on evidently to the cultivation of family
members. Via participation in conversations on the SNS web page of a company (e.G.
Commenting on the business enterprise and its products, expressing guide and criticism,
sharing records with social connections), the net stakeholders make direct commitments with
the firm and other business. Client engagement in the field of relationship advertising, no
longer handiest contains the family members hooked up among buyers and dealers, however
also any feasible mixture between potential and real customers; non-clients; society, in
widespread; and sellers, in other words, the stakeholders.

Figure 5 : Influence of Social Media Marketing on Customer Engagement

ANALYSIS AND FINDINGS

Reliability Analysis

The studies used SPSS chrombachs alpha, as it's far a commonly-used degree of inner
consistency (reliability) related to scores derived from a scale. table 1, shows the reliability
test with all values extra than the edge of 0.60. hence, it is able to be concluded that the
objects reliably measure the defined constructs and variables.

33
Correlation Analysis

One of the targets of the studies was to analyze the relationship between social media
advertising and marketing and purchaser engagement. the table below represents the
correlation received from the records accumulated for the studies.

Consequently, there may be a fairly vulnerable but wonderful correlation coefficient

between the dependent and unbiased variables. as a result, the above correlation coefficients
are statistically tremendous (as values are above 0.05) and show that the hypothesis is
undoubtedly correlated.

Testing the hypothesis using Regression Analysis

Trying out the speculation of the use of regression analysis the examination also used
the ANOVA to check the hypothesis. the structured variable for the observation is the
aggregated averages of involvement, pleasure, trust, and dedication. the motive for doing an
ANOVA is to look if there is any large difference between agencies on a few variables.
below given is the check result for the primary records accrued for the take a look at.

34
a. Predictors: (Constant), AVG5, AVG4, AVG2, AVG1, AVG3
b. Dependent Variable: DV_TOTAL

The f-ratio is the ratio of implying rectangular values. if the null speculation is proper,
the 'f' ratio is close to 1.zero maximum of the time. however, a massive f-ratio approach that
the variation amongst group manner is extra than what you may expect to peer via threat. the
output above indicates that the f-cost of 9.531 with five and one hundred forty-four ranges of
freedom (df) has a chance of occurrence by way of threat on my own much less than zero.001
( f = nine.531, p < zero.001), subsequently, there's a statistically massive distinction within
the two variables. observed with the aid of the above is the version summary that is used to
investigate the r and r-squared values:

a. Predictors: (Constant), AVG5, AVG4, AVG2, AVG1, AVG3

b. Dependent Variable: DV_TOTAL

The r-fee represents the simple correlation and is 49.9% about 50%, which indicates a
pretty excessive diploma of correlation. the r-rectangular suggests how plenty of the total
version in the established variable (patron engagement) may be explained through the
impartial variable (social media advertising and marketing). in this situation, 24.9%,
approximately 25% can be explained which is theoretically a low goodness-of-suit. however,
due to the fact patron engagement is greater of a psychological manner targeted at the
emotional connection between an individual and a company, the r-squared fee is expected to
be low as humans are honestly tougher to expect than physical methods are. as a result, a low
r-squared price isn't inherently horrific.

35
 5. CONCLUSIONS / FINDINGS

It is clear from the literature review that the usage of social media for marketing has
been embraced by businesses of all kinds. It is proved that business to business marketing and
business to business marketing is possible and highly effective through the usage of social
media especially Facebook, Twitter and LinkedIn. The next part of the report concentrates on
how social media presence can be increased for business firms and how is it better than or
worse than traditional advertising techniques. It also focusses on how social media usage can
enhance small businesses. Merely implementation of social media may not be useful for
businesses but there should be a way to measure the impact of using social media for
marketing. Thus discussion on how to measure the return on investment in social media will
also be covered. In addition to this, the general thumb rules of using social media sites for
marketing will be discussed.

5.1 Discussion

The research clearly demonstrates that the students of higher education in Finland are
present in social media networks, reachable for business to business (B2B) marketing, and
can be engaged through different measures in social media networks. This information
gathered facilitates Lyyra to reach its target group more effectively and to form an
understanding of the target group’s social media activities. From the research, it can be seen
that the best time to interact with the students of higher education through social media
networks is between 19.00 and 21.00 when the majority is logged in to i.e. Facebook. The
students that Lyyra is dealing with are mostly under 30 years’ old as the research indicates
that 79 % of the survey respondents were aged between 17 and 30. 76 % of the respondents
stated being online many times a day. 80 % were female which also correlates to the fact that
64, 2 % of all Lyyra’s Facebook “likers” are female. Helsinki and Turku university students
were also the majority of the respondents in this survey, Helsinki and Turku are as well the
cities where 41 % of all the Facebook “liker’s” currently live in. The students of higher
education in Finland spend time on Facebook by mainly being in contact with their friends,
share and watch pictures, follow (upcoming) events, network and search information about
companies and products. 50 % of the survey respondents informed to be fans of 0-5
companies on Facebook, and 20 % are fans of 6-10 companies. The reason why the students
of higher education become fans of company Facebook pages is that they want to be the first
to know about benefits, reductions and special promotions, get invitations to events
companies are organizing and to be updated with the newest news of the company. Due to
knowing this specific information about its target group Lyyra is able to easier target their
marketing activities to fit the right time, age, cities, type of content and engagement. Only 36
% of the survey respondents said that they “like” Lyyra’s Facebook page. The “like” rating
definitely has to be improved as currently only 1, 56 % of all Lyyra student cardholders (as
stated in chapter 3.2.1) “like” (are a fan of) Lyyra on Facebook. The 36 % of the respondents
liking Lyyra stated that they started mostly to “like” Lyyra’s Facebook page in order to be
updated with Lyyra’s news and the newest benefits offered.

36
5.1.1 Further discussions

Security in social media refers back to the dimension of risk that users sense inactivity
approaches with social media, and it's miles one of the most critical elements in social media
(Mohammadain & Mohammadreza, 2012). Therefore, social media websites want to enforce
more stringent security features which will avoid fraudulent dealings (Sarwar, Haque &
Yasmin, 2013). This variable positively relates to business engagement. Hence, security, as
mentioned earlier, is an important element of client engagement. Therefore, social media web
sites want to enhance safety mechanisms so one can boom self-belief within the user’s mind
and inspire them to shop for or order products and services through social media. Any bad
word of the mouth needs to encourage forms to device effective mechanisms to solve them
and keep an amicable presence and thereby increase the income dial substantially. So, a
requirement in locating out how the on-line protection effect person conduct will shed light
on future studies. Every other critical piece of records is that the majority of the customers
who participate online have been by and large girls. There seems to also be a possibility in
locating out if there seems to be any possible impact of gender on business engagement and if
so the depth and magnitude of business engagement. One concept that became reappeared in
this bachelor’s thesis changed into an engagement. Due to the fact this research did not have
the opportunity to further consciousness on engagement inside the social media context, or
how to improve engagement most of the clients, or how intensely the customers feel engaged,
it should definitely be a part of further research. Relationship marketing, search engine
optimization (SEO) and transmedia storytelling in social media marketing were also
terminologies that the author discovered while doing a literature review, and could be
interesting elements to cover in further researches.

In this research the fundamentals of social media marketing had been defined, from
the perspective of the case agency; through providing what social media advertising and
marketing is, the theories and agreed concepts, a quick presentation of the case business
enterprise, the strategies used to for this research, empirical findings, discussion, and a
conclusion. This bachelor’s thesis turned into aimed toward understanding the cutting-edge
social media scenario and pastime amongst, the students of higher schooling in Finland, the
social media channels that the case business enterprise presently makes use of, the first-rate
social media networks for reaching Lyyra’s target group of more than 1,20,000 Lyyra pupil
cardholders, and the way to use those networks for a success marketing activities.

Social media is working more as a search engine these days because people trust
people rather than trusting companies. Also, people think that it would be cheaper to buy
from the people directly rather than going to the company website. Hence, an area of interest
is searched on social media and concerned people are found and communicated with. Social
media marketing creates a positive effect on many business markets such as financial
institutions, travel and tourism businesses, retail businesses, knowledge businesses,
entertainment industry, and so on. Since the process of social media marketing saves money,
time and is highly engaging and interesting social media marketing seems to be the next big
thing to hit the world as a whole.

37
 One of the biggest advantages of social media marketing, as opposed to traditional
advertising, is that potential customers can be precisely targeted. For example, on Facebook,
if a person species that his area of interest in interior designing; his home page would have
advertisements of interior designers on it. Thus, it doesn’t seem to be a hassle for the
customer because they would definitely want to see those advertisements. As for the business
owner, he/she needs to pay only if a person clicks on his/her advertisements. Thus it is a win-
win situation for both the business owner and the customer.

Similarly, small business start-ups should utilize the endless opportunities provided
by social media sites such as Facebook, Twitter, and LinkedIn. The biggest advantage for
small business start-ups is that the amount of money to be spent on advertisements can be
massively cut down and brand building can be done effectively. As in LinkedIn which is
customizable, more than one product being sold by the same company can also be marketed.
This works perfectly for B2B clients who cater to more than one product from the same
verticals.

38
 6. SUGGESIONS / RECOMMENDATIONS

6.1 SUGGESIONS

In fact, social media sites themselves are changing at a fast pace to keep up with the
marketing trend that is present today. Though LinkedIn was started for professional
networking, it has added much functionality recently which makes it an attractive platform
for business development. Likewise, although Facebook is considered as a medium for
personal space, it is changing at a rapid pace to cater to the needs of businesses as well. More
companies are trying to market their products through Facebook. Twitter is least preferred
social networking website used for business development. The main reason for this is that
Twitter is more demanding in terms of frequent tweets and more time should be spent on it to
respond to customer queries. However, Twitter is also changing to cater to business
development needs. Marketing Week (2012) reports that Twitter now provides various tools
for gauging the impact of promoted tweets. Now brands who want to advertise on Twitter can
customize their advertisements on the basis of what is working for them. Thus all popular
sites are into marketing and it can be seen as a good sign of opening the horizons for a new
way of marketing which cheaper, greener and more effective.

6.2 Recommendations

From this report, it can be concluded that social media presence is inevitable in the
coming years. Not only that social media is useful as a marketing tool, but it has also become
the order of the day to be present in social media. Therefore, this report recommends all kinds
of businesses- small scale, large scale, business to business clients, business to business
clients, manufacturing industries and so on to be actively present in social media. An
important fact to be kept in mind in this context is that most social networking sites have a
cyclic growth. It starts from minimum, attains a maximum and goes down to a minimum
again. Thus, this is the perfect time to invest time and resources in popular social media sites
such as Facebook, Twitter, and LinkedIn. Owing to the relatively small amount of
investment, it is not a high-risk investment as the usage of social media will come to a
minimum only gradually.

39
 7 ANNEXURE

In comparison with traditional advertisements, social media marketing caters to a more

focused group of people and thus can yield better results. This does not mean that companies
should stop using traditional media and start using online and social media alone for
advertisements. This may result in disastrous results. An important thing to be kept in mind is
that when we say one in every seven people are on Facebook, there can be millions of
duplicate accounts and almost half of the total number of accounts is not being accessed
every day. This limits the chances of meeting new prospects and thereby causes a hindrance
to generating new business leads. Also still the remaining people of the world are relying on
traditional media which means that we can’t ignore them. Therefore, the best solution is to
combine both traditional and social media for marketing (Wakolbinger, 2009). This will
bridge the gap between those people who are active on social media sites and those who are
still relying on traditional media. Companies must be careful in selecting particular adverts
for particular media. A company which sells clothes may have to rely on social media for
advertising their clothes for people of the age group 15-50 whereas they still have to depend
upon traditional advertisements like TV, radio and print media for the rest of the age group
population. Thus effective combination of social media adverts and traditional adverts will
result in better results.

The online presence of firms must be frequently updated and it must be linked with each
other and with the company website. It must be maintained well and only relevant posts must
be updated. Small businesses should embrace this wonderful technology and reap the benefits
of being on the social media for marketing.

40
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