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SNS – AN EFFICIENT MARKETING TOOL???

4/28/2011

Business Research Methods Project 2011
Submitted By: Abhishek Bansal (7503869) Ravi Sharma (7503870) Joohi Agarwal (7503871) Atul Saurabh (7503872) Saurabh Bansal (7503873) Samarth Goel (7503874)

SNS – An Efficient Marketing Tool

Table of Contents
INTRODUCTION ............................................................................................................. 2 OBJECTIVES .................................................................................................................... 4 Problem Statement ........................................................................................................................... 4 Research Objectives ......................................................................................................................... 4 SECONDARY DATA COLLECTION ................................................................................... 5 PRIMARY DATA COLLECTION ........................................................................................ 8 Survey ................................................................................................................................................. 8 ANALYSIS ..................................................................................................................... 17 Secondary Data Analysis ............................................................................................................. 17 Primary Data Analysis .................................................................................................................. 18 Conjoint Analysis ......................................................................................................................... 18 Chi-Square Test of Association ................................................................................................. 23 REFERENCES ................................................................................................................. 33

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SNS – An Efficient Marketing Tool

Introduction
As SNS is becoming increasingly popular among the people of all demographics, it can prove to be an excellent tool to get the consumers involved, inviting them to participate in marketing-related activities from product development to feedback to customer service. Gone are the days when the newspapers paired with a cup of tea in the morning were the only source of information about any kind of newly launched product or brand. Even the days of television doing the same job are fading away. There are too many distribution channels today, and hence increase in choice, coupled with a decrease in time has brought in tough time for creating brand loyalty and awareness. No doubt that everyone is fighting for consumers' attention, but those consumers are not paying attention. What is the way out then? Here comes the role of new media aka Internet, that provides the popular platform of social media. Social media has enormous potential as a weapon to create awareness about a particular brand and get more customers. Now-a-days, finding the right combination of services is very important to expose your brand and your finding will come to an end when you'll approach social media. Even for those companies that can't afford large marketing and advertising budgets, social media can be an useful choice as most of the social media marketing 'tools' are free to use and can provide the same amount of marketing exposure whether you are just starting out or are a giant conglomerate. Companies like Sony and Dell have experienced direct increase in sales through social media. In February last year, Sony announced that through Twitter they had earned an extra $1.6 million in sales. Later in June, Dell made the announcement that their presence on Twitter accounted for $3 million dollars increase in sales. Somebody may question, "It's all about biggies that already have a brand reputation, what about smaller ones?" Here is the answer - in 2009, a small shoe making company in Canada named John Fluevog Boots & Shoes reported a 40 per cent increase in sales, after it started social media marketing the same year. Creating awareness about a brand through social media is an excellent way to get in touch with your consumer base. It makes your customers feel comfortable and empowered, knowing that your company cares about their input. In social media sites like Twitter and Facebook, people can give you positive reviews, recommend your product and tweet about your company. These social media platforms allow your company's name and brand to be viewed by a significant amount of people. Hence, a continuous use of social media over time creates brand awareness and thus helps to increase sales. According to a recent Nielson report, in the past year, there was a rise of 43 percent in social network usage. With this rise of social networking, coupled with the growing dominance of mobile computing, it

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using. evaluating. by increasing your visibility through social media. and (3) View and traverse their list of connections and those made by others within the system. The purpose of this study is to understand the impact.SNS – An Efficient Marketing Tool has become extremely easy for people to seek advice online whenever and wherever they choose. The study also evaluates whether social networking sites are actually beneficial for a company to promote their brands and products. and disposing of products and services that they expect will satisfy their needs. Page 3 . The nature and nomenclature of these connections may vary from site to site. But let us first develop an understanding of some basic things. These online inputs like conversations. Remember. The effect social media can have on brand awareness is critical in the future of small businesses marketing strategy. What is consumer behavior? The behavior that consumers display in searching for. For the purpose of this study Facebook and many others like Orkut were selected as these are the largest and the most popular social networking tools being used by people nowadays. and thereby making your brand well-known. Social media is also a great way to expose your brand to new customers as well. purchasing. and they will increase over time for sure. (2) Articulate a list of other users with whom they share a connection. both positive and negative of social networking sites on the target customers of a company and on their psyche. What is a SNS? We define social network sites as web-based services that allow individuals to: (1) Construct a public or semi-public profile within a bounded system. The potential for more efficient marketing techniques through online phenomenon such as social networking is only just being tapped. you are making it easier for customers to access your company's information. reviews and articles have huge influence on consumers' purchasing decisions. There are a lot of opportunities for opt-in advertising such as e-mail marketing and social networking visibility.

strengthening customer relationships and influencing purchase decisions. Research Objectives Understanding the effect of SNS on       Customer Relationships Consumer Buying Behavior Brand Awareness Brand Popularity Effective Positioning Range of Customer Spectrum Page 4 .SNS – An Efficient Marketing Tool Objectives Problem Statement The aim of this study is to know if Social Networking Site(s) (SNS) can be used as an efficient marketing tool in terms of expanding brand awareness.

it has already become an integral part of the new way businesses are being run and brands are being managed. 52% of people who find news online forward Page 5 . Information. especially on Web 2. grouses are now broadcasted globally with a few mouse clicks.SNS – An Efficient Marketing Tool Secondary Data Collection Social Networking is not an up and coming fad.0 platforms. Since 1997 there has been exponential growth in launching of new social networking platforms. Two thirds of the world’s Internet population now visits a social network or blog site weekly. reviews. 220+ million people visit the top 25 social networks each month. Facebook has 500+ million active users Time spent visiting Social media sites now exceed time spent emailing. Following table shows chronological order of important SNS launches.

Dunhill Staffing Systems: Having video clips of staff members introducing themselves in MySpace. These results are conclusive of the fact that women are surpassing male domination in the social media world. participating in message boards and forums. Facts show that roughly 53% of adult female population in the US or an estimated forty two million women participates in social media on a weekly basis. blogging to social networking. Social Media experts and practitioners can never underestimate the participation and influence of women in Social Media. and the Gen Xers or those aged 27 to 43. The most active age groups are the Millennial. The purpose of this is to bring employees closer to clients. Later in June. Sony announced that through Twitter they had earned an extra $1. Social networks have become popular among users. In February last year.SNS – An Efficient Marketing Tool it on through social networks. This enables a company to introduce itself to its customers in a new way when compared to a traditional company website. women have dominated the major social networking sites. Fiery Ron’s Home Team BBQ: A Facebook page keeps the restaurant’s over 550 Facebook fans up-to-date on specials and events through a group page Page 6 . Consequently.6 million in sales. or posts. Most of the activity range from status updating. with Facebook and Twitter having more than 50% of female members. 59% of adults polled state that they use their cell phone to remain connected with their social network. or those between the ages of 18 and 26.   Examples of firms in Facebook   B’zar clothing boutique: Facebook pages for their store allow them to send new merchandise updates and other information directly to almost 750 customers. Truly. The company has also considered adding job postings and events to its profile. Companies like Sony and Dell have experienced direct increase in sales through social media. this makes women a very valuable audience and target for marketers. Examples:  Examples of firms in MySpace  Aquafina: The Company launched a contest in which users had a chance to win a trip to Sundance Film Festival by making the winning Beastie Boys video. Dell made the announcement that their presence on Twitter accounted for $3 million dollars increase in sales. email.

These videos spread virally via YouTube attracting over 5 million viewers.flickr.com/apps/application.htm. attempts to blend different kinds of objects such as iPhones and golf balls in a blender to show off its power. At the moment. only its release date: "01·18·08.solidworks.facebook. The company shot videos where the founder of the company. Tom Dickson. Tandberg’s viral videos have been viewed some 6. Andiamo in Facebook: (http://www. Wikipedia). According to Dickson the campaign had a significant impact on sales (Squid News 2007.php?id=8040211415). the application has 344 monthly users but there are only a few posts on the wall and the bulletin board so the application’s interactivity level is low.      Other:  Ford sponsors a group in Flickr with over 2 000 members asking for imaginative images that can be later used by Ford in other sites.) An advertising video by wind energy company Epuron has also attracted a great number of views (some 75." Elements of the viral marketing campaign included MySpace pages created for fictional characters and websites created for fictional companies alluded to in the film   Page 7 .  Examples of video campaigns in YouTube  Will It blend? Campaign by Blendtec. Tandberg advertises its online conferencing tools in YouTube using a more traditional content.com/groups/thisisnow/) Cadbury's Dairy Milk 2007 Gorilla advertising campaign was heavily popularized on YouTube and Facebook The 2008 film Cloverfield was first publicized with a teaser trailer that did not advertise the film's title. SONY.com/pages/programs/torimoto/index.000 times. (http://www. (http://www. Frito-Lay’s and Sunkist have partnered with talented amateurs who create viral films or television commercials for the companies (Constantinides and Fountain 2008).000) in YouTube due to its brilliant idea and content. Consequently people also began to make their own versions of Will it blend? Videos to send to YouTube. Software producer Solid Works made a successful viral video where a famous origami artist competes against their software in making a robot.SNS – An Efficient Marketing Tool  Andiamo started a campaign in Facebook (see Figure 3) in spring of 2008 by introducing its own application which anyone could join.

SNS – An Efficient Marketing Tool Primary Data Collection Survey Question 1: Your Age Group: Age Groups (yrs) 14-18 19-25 26-35 36-45 Response Response 2 95 2 1 Age Groups 14-18 19-25 26-35 36-45 95% 2% 1% 2% Analysis: From the graph it can be seen that the majority of the SNS users lie in the age group of 19-25. Page 8 . It can be inferred from here that our target group is this age group.

The lower ratio of the female population is due to the low female population ratio. Page 9 .SNS – An Efficient Marketing Tool Question 2: Gender Male Female Response 76 24 Gender Distribution Male Female 24% 76% Analysis: In our survey almost one fourth of the respondents were females.

Of SNS joined <=2 3-5 >5 None Response 40 49 9 2 No of SNS Joined/Person <=2 3-5 >5 2% 9% 40% None 49% Analysis: Almost 50% of the respondents are a member of more than 3 SNSs while 40% are members of 2 SNSs. Page 10 . This data clearly depicts the popularity of the social networking sites.SNS – An Efficient Marketing Tool Question 3: You are a member of how many SNS (Social Networking Sites)? No.

Page 11 . SNS is the second most popular channel for increasing Brand Awareness at 30% after TV advertisements which got 62%.SNS – An Efficient Marketing Tool Question 4: Arrange the following channels/mediums based on their effectiveness for increasing brand awareness (1 being the best): 1 30 11 62 7 2 29 52 19 9 3 32 27 14 14 4 27 9 5 69 SNS Print Media TV Advertisements Telephonic Calls 70 60 50 40 30 20 10 0 1 2 3 4 s SNS Print Media TV Advertisements Telephonic Calls Analysis: The above graph shows that amongst the four mentioned advertising medias.

SNS – An Efficient Marketing Tool Question 5: How often do you pay attention to advertisements on SNS? Every time you login Depends on product being advertised Rarely Never 5 56 34 4 Attention to Advertisements Everytime you login Depends on product being advertised 4% 5% Rarely Never 34% 57% Analysis: The graph gives a perfect picture of the consumer buying behavior. Page 12 . It shows that the consumers pay attention to the advertisements only if they target their needs other than that they rarely notice the products advertised.

Page 13 . Rest participate either occasionally or never.SNS – An Efficient Marketing Tool Question 6: How often do you participate in offers/events hosted by companies on SNS? Options Regularly Often Rarely Never Response 4 19 59 17 Participation in Offers/Events Regularly Often Rarely Never 66% 8% 5% 21% Analysis: The attempt of companies to attract customers through offers and events has not been much successful. Such schemes have been successful in attracting merely 23% enthusiasts.

SNS – An Efficient Marketing Tool Question 7: Do you trust the SNS for the offers advertised? Yes No 37 60 Trust in SNS for Advt. promoters will have to fathom out a way of making the customers trust their products as well their offers. YES 62% No 38% 0% Analysis: This graph depicts one of the major problems faced by the promoters. With only 38% respondents saying they believe in the offers given online. Page 14 .

SNS – An Efficient Marketing Tool Question 8: These advertisements are helpful in: Definitely Disagree 1 1 1 Definitely Agree Brand Popularity Brand Awareness Discovering New Brands 28 23 21 Agree 44 39 54 Slightly Agree 21 29 17 Slightly Disagree 2 5 3 Disagree 4 1 2 SNS Ads Are Helpful in Brand Popularity 2% 21% 4% 1% Definitely Agree 28% 44% Agree Slightly Agree Slightly Disagree Disagree Definitely Disagree SNS Ads Are Helpful in Brand Awareness Slightly Disagree 5% Slightly Agree 30% Definitely Agree 23% Agree 40% Disagree 1% Definitely Disagree 1% Page 15 .

SNS – An Efficient Marketing Tool SNS Ads Are Helpful in New Brand Discovery Definitely Agree Agree Slightly Agree Slightly Disagree 3% 17% 2% Disagree 1% Definitely Disagree 22% 55% Analysis With the help of the six point Likert scale it was found that a majority of respondents believes that the SNSs are a useful tool in increasing Brand Awareness. Page 16 . Brand Popularity and discovering new brands.

recommend your product and tweet about your company. Internet is now flooded with social networking sites trying to catch attention of users. Marketing Director of Pizza Hut India. Companies have started using social networking to gain credibility. This much is the popularity of the brand one of the social networks. a number and a variety of products have benefitted from the popularity and the upcoming culture of SNSs. Also people have now become more vocal on cyber space. As the examples show. people can give you positive reviews. Pizza Hut has experienced an enormous growth of 300% in the fan base during the months of Dec ’10 to feb ’11 owing to its page on Facebook. These social media platforms allow your company's name and brand to be viewed by a significant amount of people. boost sales. Just a look at the time line tells the whole story. What they have to say on the social platform is often powerful enough to affect the buying behavior of other consumers (and that of your brand and business!). You can only guess the result had the campaign been floated on multiple such sites. a continuous use of social media over time creates brand awareness and thus helps to increase sales.SNS – An Efficient Marketing Tool Analysis Secondary Data Analysis We have come a long way from the days when SixDegrees. creating awareness about a brand through social media is an excellent way to get in touch with your consumer base. In social media sites like Twitter and Facebook. To add to the ever growing sales the company launched the campaign 99 free Magic Times meals during the World Cup ’11. and the impact can affect the buying behavior of another consumer (either positively or negatively).one customer's (good and bad) experience can trigger his/her word of mouth.com was the only social networking site. claims to have invested INR 3 cr in free meals. It makes your customers feel comfortable and empowered. especially at the early stage of the buying cycle. The marketers have not refrained from using this opportunity to their own benefit. All in all. Anup Jain. we need to be awaken to the fact that . It can be helpful in better knowledge of the buying behavior of the masses. Moreover. Furthermore. and in most cases. foster employee relationships. Page 17 . knowing that your company cares about their input. Bottom line is. more and more consumers are using the social media to share their good and bad experiences. build a forum for communication with customers.

58 4. Print Media. Social Networking Sites. DNB: Discovering of New Brands BA: Brand Awareness BP: Brand popularity SNS: Social Networking Sites PRIMARY TABLE SNS dummy variable TV dummy variable Print media Dummy variable BA 1 0 0 1 0 0 DNB 0 1 0 0 1 0 BP 0 0 1 0 0 1 Preference (avg) 4. Print Media.e. and TV Advertisements. popularizing the brand and helping in discovering new brand.76 4. Based on the result of the survey top three channels are filtered and then conjoint analysis is applied to the refined results i. No. Since the attributes considered are qualitative in nature therefore 2 dummy variables are considered for each channel taken for analysis. of decision levels= 3*3*3 = 27 Therefore 27 combinations are made and analyzed to infer the relative importance of each channel in enhancing brand awareness. Brand Popularity and discovery of new products for all the channels.9 BA 1 1 1 1 1 1 DNB 0 0 0 0 0 0 BP 0 0 0 0 0 0 BA 1 1 1 0 0 0 DNB 0 0 0 1 1 1 BP 0 0 0 0 0 0 Page 18 . Thus with the help of the survey we collected the data for the four different channels i.39 4.SNS – An Efficient Marketing Tool Primary Data Analysis Conjoint Analysis The conjoint analysis is a marketing tool to analyze the relative importance attached by the customer to different attributes of a product.e.e. Social Networking Sites.6 4.77 3. Brand Awareness. TV Advertisements and Telephonic calls followed by their influence on three market attributes i.

13 4.65 4.06 4.6 4.83 4.76 4.22 4.45 4.63 4.SNS – An Efficient Marketing Tool 1 1 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 1 1 1 1 1 1 1 1 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 1 1 1 1 1 1 1 1 1 0 0 0 1 1 1 0 0 0 0 0 0 1 1 1 0 0 0 0 0 0 0 0 0 0 0 0 1 1 1 0 0 0 0 0 0 1 1 1 0 0 0 1 1 1 0 0 0 0 0 0 1 1 1 0 0 0 0 0 0 1 1 1 1 0 0 1 0 0 1 0 0 1 0 0 1 0 0 1 0 0 1 0 0 0 1 0 0 1 0 0 1 0 0 1 0 0 1 0 0 1 0 0 1 0 0 0 1 0 0 1 0 0 1 0 0 1 0 0 1 0 0 1 0 0 1 4.87 4.93 3.75 Page 19 .42 4.29 4.28 4.21 3.93 4.52 4.01 4.54 5.23 4.

58 4.76 4.93 Page 20 .77 3.52 4.21 3.83 4.SNS – An Efficient Marketing Tool SECONDARY TABLE (AFTER SELECTING BP AS BASE VARIABLE) SNS dummy variable BA 1 1 1 1 1 1 1 1 1 0 0 0 0 0 DNB 0 0 0 0 0 0 0 0 0 1 1 1 1 1 TV dummy variable BA 1 1 1 0 0 0 0 0 0 1 1 1 0 0 DNB 0 0 0 1 1 1 0 0 0 0 0 0 1 1 Print media Dummy variable BA 1 0 0 1 0 0 1 0 0 1 0 0 1 0 DNB 0 1 0 0 1 0 0 1 0 0 1 0 0 1 Preference 4.23 4.06 4.28 4.9 4.39 4.6 4.76 4.

6 4.54 5.13 4.01 4.93 4.22 4.0941 0.45 4.SNS – An Efficient Marketing Tool 0 0 0 0 0 0 0 0 0 0 0 0 0 1 1 1 1 0 0 0 0 0 0 0 0 0 0 0 0 0 1 1 1 0 0 0 0 0 0 1 0 0 0 0 0 0 1 1 1 0 0 0 0 1 0 0 1 0 0 1 0 0 1 0 0 0 0 1 0 0 1 0 0 1 0 0 1 0 3.0689 BP Page 21 .0252 -0.63 4.87 4.42 4.75 UTILITY VALUES SNS BA DNB 0.29 4.65 4.

SNS is second best tool to make an market impact with a score of 0.2619 and print media needs to put some more efforts in order to maintain their effectiveness in this highly competitive & digitalized world.5506 0.0872 -0.12085 SNS TV PM 0.SNS – An Efficient Marketing Tool Television Ads BA DNB BP 0. While the utility value of Brand popularization is negative print media depicting that people see print media as an effective marketing tool for discovering a new product or creating brand awareness.18739 After applying the regression analysis.1636 0.2619 0.0764 Print Media BA DNB BP RELATIVE IMPORTANCE 0.01775 0. And if we observe the relative importance scores for all the three channels then Television advertisement scores highest while Print media the lowest depicting that Television advertisement is the best and efficient channel in overall creating brand awareness. following results are obtained which shows that utility value for discovering new product is negative for both SNS and Television Advertisement stating that people instead believe them as an effective tool for enhancing brand awareness and popularizing the brand. Page 22 . popularizing it and in discovering new product.1031 -0.

0% 2 2.SNS – An Efficient Marketing Tool Chi-Square Test of Association Hypothesis 1 HO: The number of SNS used is not associated with the age group the person belongs to.0% 40 39. Case Processing Summary Cases Valid N Age SNS_No * Percent N 0 Missing Percent .0% <=2 1 .8% >5 0 .0% 2 1.9 2. HA: The number of SNS used is associated with the age group the person belongs to.0% 0 .2% None 0 .0% Age * SNS_No Crosstabulation SNS_No 3 to 5 Age Middle Count Expected Count % within Age Old Count Expected Count % within Age Youth Count Expected Count % within Age 1 1.2 .0% 1 1.0% 0 .5 48.5 100.7 9.0 .0% 9 8.0% 98 98.0 100.0% N Total Percent 101 100.1 .0 .4 .0 50.0% 101 100.0% 0 .0% 1 .8 50.0% 47 47.0 100.0 100.0% Total Page 23 .8 40.

941 101 df 6 6 Asymp. (2-sided) .925 a. Sig. The minimum expected count is .0 100. Hence.0 2.0 40.0 8.5% 41 41.0 48.0% Page 24 . HA: The source of advertisement preferred is associated with the age group of the person.969 . 9 cells (75. Hypothesis 2 HO: The source of advertisement preferred is not associated with the age group of the person.0% Chi-Square Tests Value Pearson Chi-Square Likelihood Ratio N of Valid Cases 1. the number of SNS used is not associated with the age group the person belongs to.6% 9 9.0%) have expected count less than 5.02.0% N 101 Total Percent 100.0% 101 101.0 % N 0 Missing Percent .341a 1.SNS – An Efficient Marketing Tool Total Count Expected Count % within Age 49 49.9% 2 2. Case Processing Summary Cases Valid N Age * Source 101 Percent 100.

0 4.9% SNS TV Advertisemen ts 1 1.1% 53 53.7% 36 36.0% 0 .0% 7 7.0% 3 3.0 100.0% 1 .0% 98 98.0 100.0 .0% 1 1.0 100.1 100.1 50.0 7.0% 0 .8 7.0 52.7 .4 .4 53.0 35.0% 0 .2 .9 3.0% Total 0 .1% 4 4.5% Telephonic Calls 1 .5 .SNS – An Efficient Marketing Tool aAge * Source Crosstabulation Source Print Media Age Middle Count Expected Count % within Age Old Count Expected Count % within Age Youth Count Expected Count % within Age Total Count Expected Count % within Age 0 .0% 36 34.0% 101 101.6% Page 25 .0% 2 2.9 36.0 50.1% 8 8.0% 52 51.0 100.

0% Age * Event participation Cross tabulation Event participation Total Page 26 . (2sided) . the middle aged prefer TV Advertisements and Telephonic calls and the old aged prefer Print Media. Sig. Hence.517a 10.0 % N 0 Missing Percent .04. the source of advertisement preferred is associated with the age group of the person. The youth prefers SNS and TV Advertisements. 9 cells (75.380 101 df 6 6 Asymp.001 . Hypothesis 3 HO: The frequency of participating in events is not associated with the age group the person belongs to. HA: The frequency of participating in events is associated with the age group the person belongs to.0%) have expected count less than 5.110 a. The minimum expected count is .SNS – An Efficient Marketing Tool Chi-Square Tests Value Pearson Chi-Square Likelihood Ratio N of Valid Cases 23. Case Processing Summary Cases Valid N Age * Event_participation 101 Percent 100.0% N Total Percent 101 100.

2 .5 16.8% 58 57.SNS – An Efficient Marketing Tool Never Age Middl e Count Expected Count % within Age Old Count Expected Count % within Age Youth Count Expected Count % within Age Total Count Expected Count % within Age 2 .0% 1 1.2% 59 59.01.421 a.0 18.0%) have expected count less than 5.9 98 98.0% 16 17. 12 cells (80. The minimum expected count is .0 .0% 4 4.0 1 1.0 58.0% 0 .0% 100.0% 100.0% 1 .4 100.0 101 101.0% 100.0 .0 17.0% 100.3% 18 18.1% 100.2 Rarely 0 1. Sig.0 1.0 .132 101 df 8 8 Asymp.0 1.2 59.0% 1 1.2 .0% 0 .0% Often 0 .8% No response 0 .0% 4 3.0 4.089a 8.4 19.4 .0% 19 18.0 . (2-sided) .0% 0 .0 4.0% Chi-Square Tests Value Pearson Chi-Square Likelihood Ratio N of Valid Cases 10.1 2 2.0% 0 . Page 27 .6 Regularl y 0 .4% 19 19.4% .259 .

SNS – An Efficient Marketing Tool Hence.0% Page 28 .9 9.0 % N 0 Missing Percent .0% 24 24.1 8.1% 9 2 1.0 100.0% N Total Percent 101 100.0% Gender * SNS_No Crosstabulation SNS_No Total 3 to 5 Count F Gender Count M Expected Count % within Gender Total Count 37 37.6 50.3% 41 7 6.6% 2 77 77.4 48.7 41.3% None 0 . the frequency of participating in events is not associated with the age group the person belongs to. Case Processing Summary Cases Valid N Gender SNS_No * 101 Percent 100.5 2.7% >5 2 2. HA: The number of SNS is associated with the gender of the person.0 100.0% <=2 10 9. Hypothesis 4 HO: The number of SNS is not associated with the gender of the person.3 40.5 .0% 101 Expected Count % within Gender 12 11.1% 49 31 31.

The minimum expected count is .6% 9.0% 101.0 48.5% 41.120 101 df 3 3 Asymp. the number of SNS is not associated with the gender of the person. 3 cells (37. Case Processing Summary Cases Valid N Gender * 101 Percent 100. Hence.0 40. (2-sided) .0 8.0 2.0% N 101 Total Percent 100. Sig.0% Chi-Square Tests Value Pearson Chi-Square Likelihood Ratio N of Valid Cases .883 .658a 1.5%) have expected count less than 5. Hypothesis 5 HO: The source of advertisement preferred is not associated with the gender of the person. HA: The source of advertisement preferred is associated with the gender of the person.SNS – An Efficient Marketing Tool Expected Count % within Gender 49.9% 2.772 a.48.0% Page 29 .0 N 0 Missing Percent .0 100.

(2-sided) .0% Chi-Square Tests Value Pearson Chi-Square Likelihood Ratio N of Valid Cases 2.7% 26 27.0% 101 101.6 54.9% TV Advertisemen ts 13 12.8% 36 36.1% 8 8.0 7.SNS – An Efficient Marketing Tool Source % Gender * Source Cross tabulation Source Print Media Count F Gende r M Expected Count % within Gender Count Expected Count % within Gender Count Total Expected Count % within Gender 1 1.9 4.6 41.543 .4 51.0 52.0 100.0 35.0 .0 5.9% 53 53. Sig.1 9.141 101 df 3 3 Asymp.0% 77 77.0 100.6% 24 24.4 33.5% Telephonic Calls 0 1.0% Total SNS 10 8.0 4.144a 3.2% 4 4.0% 4 3.370 Page 30 .0 100.2% 7 6.2% 40 40.

the source of advertisement preferred is not associated with the gender of the person.2 .0 % N 0 Missing Percent .0% 12 No response 0 .95.0% 77 Gende r Page 31 .5 4. Hypothesis 6 HO: The frequency of participating in events is not associated with the gender of the person.0 100.0 62.0 8. HA: The frequency of participating in events is associated with the gender of the person.0% Gender * Event_participation Crosstabulation Event_participation Never Count F Expected Count % within Gender M Count 6 4.5%) have expected count less than 5. The minimum expected count is .0% N Total Percent 101 100. Case Processing Summary Cases Valid N Gender Event_participation * 101 Percent 100.5% 44 Regularl y 2 1.3 25. Hence.3% 2 Total 24 24.SNS – An Efficient Marketing Tool a.2% 18 Rarely 15 14. 3 cells (37.0% 1 Often 1 4.

8% 45.8 1. The minimum expected count is . Page 32 .0%) have expected count less than 5.0 58.6% 4 4.0 100.6% 18 18. Hence.0% 14.0 100. the frequency of participating in events is not associated with the gender of the person.0% Chi-Square Tests Value Pearson Chi-Square Likelihood Ratio N of Valid Cases 6.0 2.0 17.0% 77.0 18.170 .4% 19 19.7 15.SNS – An Efficient Marketing Tool Expected Count % within Gender Count Total Expected Count % within Gender 13.421a 7.8% .0% 101 101.24.109 a.0 4.3% 1 1.5 23.0 1. (2-sided) .4% 3. Sig.1% 59 59. 6 cells (60.568 101 df 4 4 Asymp.0 57.

com/social-media-examples/viral-marketing-examples/ Page 33 .wikipedia.com/shownews/Empowering_brand_awareness_through_social_media_nid-77879.html http://www.com/nielsenwire/global/social-networking-new-global-footprint/ http://www.siliconindia.brandtology.nielsen.html     http://www.org/wiki/Viral_marketing#Notable_examples http://blog.edu/item/6156.SNS – An Efficient Marketing Tool REFERENCES   http://hbswk.com/tag/marketing/ http://en.ignitesocialmedia.hbs.