SUMMER INTERNSHIP REPORT SYNOPSIS ON

"Study of Impact of social media on brand equity of print media brands "

Submitted in Partial Fulfilment for the award of

Master of Business Administration – International Business (2020-2022)

UNDER THE SUBJECT

SUMMER INTERNSHIP (IB-315)

IN THE ORGANIZATION

SUBMITTED BY UNDER THE GUIDANCE OF

Divisha Nema Institute Mentors
20423BIB012 Prof. Prem Shankar Tripathi
MBA IB (2020-22) Dr. Shashi Shrivastava
Organization Mentor
Sadhana Tiwari
Assistant Manager
 1. TITLE
Study of Impact of social media on brand equity of print media brands

2. INTRODUCTION
In the current market situation, social media marketing has been a key element in the marketing mix
of any organization. The number of users and brands on social media platforms such as Instagram,
Facebook, Twitter etc. has increased exponentially. Similarly, the need for this analysis was also
increasing.

In this study, I focused on print media brands and social media brand equity. I hypothesized that
brand awareness, desirability and proximity and brand loyalty mediate the relationship between
social media and brand equity. Building on Aaker’s brand equity theory and survey research, this
study provides insights on the impact of social media on the brand equity of print media brands, and
the results show that all components of equity but brand loyalty partially mediate this relationship.

Pearson’s correlation analysis was used to prove the hypotheses based on the Aaker’s brand equity
model and analyse the objectives. Results reveal that brand equity and its factors (awareness,
proximity, desirability, loyalty) have a significant relationship with brand’s social media presence.

3. OBJECTIVES
This study is to understand the impact of social media on brand equity of print media brands under
the following objectives:
1. Understanding the impact of social media presence on brand equity.
2. Analyzing the parameter which helps in increasing brand equity.
3. Analyze consumers' views on a brand’s social media presence.

4. RESEARCH METHODOLOGY

RESEARCH DESIGN
This study is considered a descriptive study on the basis of data collection method. Also, since the
data are obtained through sampling of the population to examine its distribution parameters, it is a
survey study. This research uses survey research strategy.
PROBLEM STATEMENT
Social media is an interactive technology that allows the creation or sharing/exchange of information,
ideas, career interests, and other forms of expression via virtual communities and networks. This
study is to understand the impact of social media on brand equity of print media brands.
SOURCE OF DATA
For this research, for the analysis part, only primary data is used, however to understand more on
the topic, secondary data is also used.
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TOOLS USED FOR DATA COLLECTION
To collect data for this analysis, a structured questionnaire was developed using Google Forms, which
comprised all the important questions related to the social media presence and brand equity of the
print media. This questionnaire included 13 researcher-made questions and has 8 five-point Likert
Scale questions.
SAMPLING
The selected group is of different age groups and from different parts of India, to know the experience
of the people reading any print media brand products on social media and their behaviour towards
their choice of brand w.r.t the social media of different print media brands.
SAMPLE SIZE
For this research, a sample of 100 individuals were taken.
RESEARCH ANALYSIS
After distributing the questionnaire, a Cronbach’s Alpha reliability test was conducted. After ensuring
the reliability of the measurement items, the data is then analyzed using Pearson’s Correlation.
Pearson’s Correlation is used to analyze the effect of brands’ social media presence towards
consumers’ purchase intention in the print media industry.
Tools Used for Analysis
Using the data gathered from the questionnaire coding and tabulation were done and analyzed by
using SPSS software. Findings are presented in the form of tables and charts.

5. RESEARCH HYPOTHESES
H1: There is a relationship between a brand's social media presence and brand awareness
H2: There is a relationship between a brand's social media presence and brand desirability.
H3: There is a relationship between a brand's social media presence and brand loyalty.
H4: There is a relationship between a brand's social media presence and brand proximity.

6. DATA ANALYSIS AND FINDINGS

RELIABILITY AND VALIDITY TEST

The Cronbach Alpha of the questionnaire was 0.679. Cronbach’s alpha coefficients lead us to the
conclusion that the applied measurement scales exhibit satisfactory levels of reliability, ranging from
acceptable to excellent.
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Since there is a significant increase in the Cronbach’s Alpha value if this question is deleted from the
questionnaire. Therefore, we will remove SM4 from further analysis and the final Alpha Cronbach of
questionnaire value will be 0.724.

PEARSON CORRELATION ANALYSIS

Hypothesis H1:
11%, 56% and 21% of respondents, respectively, always, often and sometimes see news from the
brand on their social media newsfeed.
Based on the result of this research, the Pearson correlation coefficient between brand’s social media
presence and brand awareness is 0.565 which shows a very positive linear relationship between the
two variables. This hypothesis is accepted.
Hypothesis H2:
11%, 56% and 21% of respondents, respectively, always, often and sometimes see news from the
brand on their social media newsfeed.
Based on the result of this research, the Pearson correlation coefficient between brand’s social media
presence and brand desirability is 0.421 which shows a moderately positive linear relationship
between the two variables. This hypothesis is accepted.

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Hypothesis H3:
12%, 34% and 38% of respondents, respectively, strongly agreed, agreed and reacted neutrally if
another magazine or newspaper has the same content, they would prefer to follow their brand of
choice.
Based on the result of this research, the Pearson correlation coefficient between brand’s social media
presence and brand loyalty is 0.343 which shows a weak to mild linear relationship between the two
variables. This hypothesis is accepted.
Hypothesis H4:
9%, 26% and 27% of respondents always, often and sometimes respectively, interact with the brand
on social media (i.e., comment on an activity, like an activity or share branded content with their
friends)
Based on the result of this research, the Pearson correlation coefficient between brand’s social media
presence and brand proximity is 0.472 which shows a moderate positive linear relationship between
the two variables. This hypothesis is accepted.

7. CONCLUSION
In this study, we focused on print media brands and social media brand equity. We hypothesized that
brand awareness, desirability and proximity and brand loyalty mediate the relationship between
social media and brand equity.
Building on Aaker’s brand equity theory and survey research, this study provides insights on the
impact of social media on the brand equity of print media brands, and the results show that all
components of equity but brand loyalty partially mediate this relationship.
The research answered 3 objective questions by testing 4 hypotheses. The findings are summarised
as follows:

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