SYNOPSIS

ON
IMPACT OF SOCIAL MEDIA MARKETING ON CONSUMER
BUYING BEHAVIOUR
IN
FARIDABAD DISTRICT
Synopsis for the Business Research File
MASTER OF BUSINESS ADMINISTRATION
BY
LAXMI KUMARI (21/MBA10)
SAMIKSHA (21/MBA20)
Under the Guidance of
MR. SAMIR KUMAR UPADHYAY

B.S. ANANGPURIA INSTITUTE OF TECNOLOGY & MANAGEMENT

AFFILIATED TO JC BOSE UNIVERSITY OF SCIENCE AND TECNOLOGY
FARIDABAD
ACADEMIC Year 2021-2022
 TABLE OF CONTENTS

CHAPTER 1: INTRODUCTION
CHAPTER 2: LITERATURE REVIEW
CHAPTER 3: RESEARCH METHODOLOGY
CHAPTER 4: LIMITATIONS OF THE STUDY
CHAPTER 5: CONCLUSIONS AND IMPLICATIONS
 1.INTRODUCTION
CONSUMER

Any individual who purchases products or services for his/her personal use and
not for manufacturing or resale is called a consumer. A consumer is the one
who decides whether or not to buy an item at the store or someone who is
influenced by advertisement and marketing.
They are the end-users in the distribution chain of goods and services. Buyers
are the people who buy the product or service and might or might not use it. The
person who ultimately uses the product or service is the consumer. A consumer
is the one for whom the services or products are ultimately designed for.

CONSUMER BEHAVIOUR
Consumer behaviour is the study of consumers’ action during searching for,
purchasing, using, evaluating and disposing of products and services they
expect will satisfy their need. It helps marketers in understanding consumer
decision-making process.
Consumer behaviour can be defined as “activities people undertake when
obtaining, consuming, and disposing of products and services” is provided and
detailed.
o Obtaining “activities leading up to and including the purchase or receipt of a
product”.
o Consuming “how, where, when, and under what circumstances consumers
use products”.
o Disposing “how consumers get rid of products and packaging”.

SOCIAL MEDIA
The term social media refers to a computer-based technology that facilitates the
sharing of ideas, thoughts, and information through virtual networks and
communities. Social media is internet-based and gives users quick electronic
communication of content, such as personal information, documents, videos,
and photos. Users engage with social media via a computer, tablet, or
smartphone via web-based software or applications.
SOCIAL MEDIA MARKETING
The term social media marketing (SMM) refers to the use of social
media and social networks to market a company’s products and services. Social
media marketing provides companies with a way to engage with existing
customers and reach new ones while allowing them to promote their desired
culture, mission, or tone. Social media marketing has purpose-built data
analytics tools that allow marketers to track the success of their efforts.
Social media has changed the way we function as a society, including the way
we connect with one another. As platforms like Facebook, Twitter, and
Instagram took off, businesses also took notice. They began to use these sites to
further their interests through social media marketing. That's because these
sites are able to change consumer behaviour.

Social media websites allow marketers to employ a broad range of tactics and
strategies to promote content and have people engage with it. Many social
networks allow users to provide detailed geographical, demographic, and
personal information, which enables marketers to tailor their messages to what
is most likely to resonate with users.

According to Buffer, there are five key pillars of social media marketing:

1. Strategy: This step involves determining goals, the social media channels to
be used, and the type of content that will be shared.

2. Planning and Publishing: Business should draft plans of what their content
will look like and decide when it will be put out on the platform.

3. Listening and Engagement: Monitoring what users, customers, and others

are saying about the posts, brands and any other business assets. This may
require the adoption of a social media engagement tool.

4. Analytics and Reporting: Part of being on social media is knowing how far
posts are going, so reports of engagement and reach are very important.

5. Advertising: Purchasing ads on social media is a great way to promote and

further develop a brand.

Different Types of Social Media

There are mainly fours types of social media outlets are focused on:
1) Social networking sites
2) Social news Website
3) Media sharing Sites
4) Blogs

1. Social networking sites

A social networking site is an online platform that people use to build social
networks or social relationships with other people who share similar personal or
career interests, activities, backgrounds, or real-life connections.

2. Social news Website

Social news websites are communities that encourage their users to submit news
stories, articles, and media and share them with other users. These stories are
ranked based on popularity, as voted on by other users of the website. Users and
comments and share these stories too.

3. Media sharing sites

A site that empowers clients to store and offer their interactive media records
(photographs, recordings, music) with others. The media is played/seen from
any Web program and might be specifically accessible by means of a secret key
or to the overall population.

4. Blogs

A blog is a discussion published on the web consisting discrete, informal diary-

style text entries called posts. A blog allows us to post our views on a particular
topic. On February16,2011, there were over 156 million public blogs in
existence.

IMPOTANCE OF SOCIAL MEDIA MARKETING

1. Builds product awareness: Social media is a huge influence on consumers

when they are attempting to build awareness about a particular product.
When people face a problem, they start searching for a solution.

2. Social Proof as a great force of buying decisions: Social media has resulted
in the evolution of social proof as a greater force for buying decisions. Social
 proof has emerged due to the tendency of people to imitate the behaviour of
people around them or people imitate people who have influence over them.

3. Promotions, Discounts and Deals on Social Media: When consumers see

promotions, discounts, and deals on social media, it influences their buying
behaviour.

4. Social Media Influencers: Consumers are more likely to buy when they get
recommendations from a person they trust. Celebrities and popular people
inspire their audience and influence their buying behaviour.

FACTORS AFFECTING SOCIAL MEDIA MARKETING

ON CONSUMER BUYING BEHAVIOUR
Personal factors – A person’s interests and opinions. These will be affected by
demographics such as age, gender, culture, profession, background and so on.

Psychological factors – Everybody’s response to a particular marketing

campaign will be based on their perceptions and attitudes. A person’s ability to
comprehend information, their perception of their need, their attitude, will all
play a part.

Social factors – Peer groups, from family and friends to social media influence.
This factor also includes social class, income, and education level.
 2. LITERATURE REVIEW

Forbes and Vespoli (2013) investigate consumers who made a purchase of an

item based on the recommendation of a peer or contact via social media results
indicate that consumers are buying either very in expensive, or very expensive
items, and are doing so based on recommendations from people they would not
consider “opinion influencers or leaders”. In addition, results indicate a slow
shift from more traditional forms of social media like Facebook to quicker types
of social media like Twitter. Numerous respondents indicated their desire for
information now, not even a day or two old, and this research indicates a shift
towards that form of social media which is consistent with general themes of
today's social media.

Leerapong and Mardjo (2013) examine the factors that influence their online
purchase decision through online social network, particularly Facebook,
Instagram, Twitter, LinkedIn, Amazon. The customers ranked in order of
importance relative advantage, trust, perceived risk, compatibility as the factors
that encouraged or discouraged them from purchasing product through
Facebook.

Sharma and Rehman (2012) find that positive or negative information about a
product or a brand available on the social media has significant overall
influence on consumers purchase behaviour. The customers spread positive
word of mouth through social media.
Pietro and Eleonora Pantano (2012) investigate to what extend social
networks, such as Facebook, influence consumer's purchasing decision. They
find that enjoyment is a key determinant of social networks usage as tool for
supporting the purchasing decision. They also suggest that consumer's
usefulness perception of recommendations and suggestions on products on
Facebook, consumers' enjoyment in the use of the social network Facebook for
information searching on products and brands, and perceived ease of use of the
provided tools influence consumers ' attitude in using the system as supporting
tool for their purchasing decision. They also suggest a casual positive
relationship between attitude of customers towards social media and
behavioural intention. Social media has also influenced consumer behaviour
from information acquisition to post-purchase behaviour such as dissatisfaction
statements or behaviours (Mangold & Faulds, 2009).
Themba and Mulala (2012) investigate the extent to which students at the
University of Botswana engage in brand-related eWOM via social media and
the effects of such engagement on their purchase decisions. They report that the
level of engagement in brand-related eWOM via social media is relatively low
and engaging in brand-related eWOM generally and specifically opinion
seeking significantly and positively influence purchase decisions.
 3. RESEARCH METHODOLOGY

Research Objective:
The main objective of the study is to discover the impact of social media
marketing on consumer buying behaviour. In order to reach this objective,
the research will address the following sub- objectives:
1. To study the impact of social media on consumer buying decision process.
2. To measure the change in perception of the consumers through the content
and engagement on Social media.
3. To understand how businesses can engage more customers to increase the
brand value.

INSTRUMENTS
The data required for the present study has been collected from both primary
and secondary sources. The primary data was collected from consumers in
Faridabad District. A well-planned questionnaire was constructed for collecting
primary data from the consumers those who are using social media for shopping
or marketing online. In this study, population size will be 100 out which a
sample size of 40 – 50 will be considered. Systematic Random Sampling
method is used in this study. The secondary data was collected from associated
research publications in books, journals and periodicals and reports available on
the chosen topic. Information on particular shopping website (APP) and related
websites are also used for data collection to develop theoretical background of
consumer buying behaviour towards social media marketing services and its
challenges.

Research Approach
The study is quantitative because it mainly depends on data collected from
surveys. Statistical tools (one way ANOVA) using SPSS software will be used.
A survey was established in order to study the impact of social media marketing
on consumer buying behaviour.

4. LIMITATIONS

1. The study is undertaken within Faridabad District.

2. The sample collected is limited.
3. The collection of data is online way.
4. Random sampling is performed.
 5. CONCLUSION

The study shows that the use of social media improved satisfaction for
consumers during the initial stages of information search and alternative
evaluation but did not help much in improving satisfaction in the purchase
decision stage, nor in the post-purchase evaluation. Many consumers are just as
satisfied to reach their purchase decisions in the traditional physical stores after
having conducted their search and evaluation online; which means that brick-
and-mortar shops have not yet lost their significance.

References
1. Forbes, L. P., & Vespoli, E. (February 2013). Does Social Media
Influence Consumer Buying Behaviour? An Investigation of
Recommendations and Purchases. Journal of Business & Economics
Research, 11(2), 107-113.
2. Leerapong, A., & Mardjo, A. (2013, March). Applying Diffusion of
Innovation in Online Purchase Intention through Social Network: A
Focus Group Study of Facebook in Thailand. Information Management
and Business Review, 5(3), 144-154.
3. Sharma, S., & AsadRehman. (2012, July). Assessing the Impact of Web
2.0 on Consumer Purchase Decisions: Indian Perspective. International
Journal of Marketing and Technology, 2(7), 125-139.
4. Pietro, L. D., & Pantano, E. (2012). An empirical investigation of social
network influence on consumer purchasing decision: The case of
Facebook and social networking. Journal of Direct, Data and Digital
Marketing Practice, 14(1), 18-29.
5. Themba, G., & Mulala, M. (2012). Brand-Related eWOM and Its Effects
on Purchase Decisions: An Empirical Study of University of Botswana
Students. International Journal
6. www.topper.com