APROJECTREPORT

ON
SOCI
ALMEDI
AMARKETI
NG

Pr
epar
edBy
:
SHAI
LYSI
NGH
Enr
olmentNo.
:19DBA064

Undert
heGui
danceof
:
Pr
of.PUNYASLOKARATH (
Facul
tyGui
de)

DEPARTMENTOFBUSI
NESSADMI
NISTRATI
ON
RAVENSHAW UNI
VERSI
TY,
CUTTACK-
753003
2022
 DECLARATI
ONOFSTUDENT

Iherebydeclarethatthisdissertat
ionr eportonsoci almediamar keti
ng
i
st her esul
tofmyor igi
nalpi eceofr esearchwor kandnotbeencopied
fr
om anyot hersources undert he supervi
sion ofMrpunyshl oka si r
FacultyofBachel or
si nbusinessadmi nistration.Thisworkhasnever
beensubmi ttedi
nwhol eorinpar tinanyi nstit
ut i
onforanyawar ds.

SI
GNATURE

(
SHAI
LYSI
NGH
19DBA064)

PLACE:

DATE:
 GUI
DECERTI
FICATE

Thisist ocer t
if
ythatShai
lysingh,RollNo.19DBA064,studentofRavenshaw
Universit
yof Mast erofBusi ness Admini
str
ati
on.DepartmentofBusiness
Admi nist
rat
ion,Ravenshaw Universi
ty,Cutt
ack progr
am has complet
ed the
Dissertat
ionreportti
tl
ed“SOCIALMEDI AMARKETI NG”successf
ull
yundermy
supervisi
on.

Alsocer
ti
fi
edt
hatt
her
epor
trepr
esent
sani
ndependentwor
kont
hepar
toft
he
candi
dat
e

Iwi
shhi
m ev
erysuccessi
nli
fe

SI
GNATUREOFGUI
DE

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ERpuny
asl
okaRat
h

RAVENSHAW UNI
VERSI
TY
 ACKNOWLEGDEMENT

Ther esear choppor tunityIhadwhi lepreparingthisdissertati

onr eportprovi
ded
anexcel lentoppor tunityf orl
earningandpr ofessionaldevelopment .I'
dli
ket o
taket hisoppor tunityt ot hankev eryonewhoassi stedmei nf i
nishingthisproject
.
Firstandf or emost ,Iwantt othankTheAl mightyforgranti
ngmet heopportunity
tocompl etet hi
spr oj ect.Iwouldl i
ket oexpr essmyhear t
feltgrati
tudeto
Prof essorpuny asl
okaRat hsirforpr ovi
dingmewi t
htheoppor tunitytocompl ete
mydi sser t
at ionproj ect.Thegui danceandencour agementhepr ov i
dedwer e
extremel ybenef i
cial totheprogr am' sprogressandsmoot hness.Howev er,I
acceptr esponsi bi
li
tyf oranypossi bleerrorsoromi ssi
onsandwoul dbegr ateful
tor eader si ftheybr oughtsucher r
or stomyat t
ent i
on.

Fi
nal
ly
,I'
dli
ketothankmyf ami
lyandfri
endsf
ort
hei
rconst
antencour
agement
,
whi
chmadet hi
sassignmentpossi
ble.

SHAI
LYSI
NGH

19DBA064
 LI
STOFFI
GURES

NUMBER FIGURE
1 Benefi
tsSocialMedi
aMar ket
ing
2 Soci
alMediaMarketi
ng
3 SMM Fundamentals
4 Hi
erar
chyOfNeeds
5 Envir
onmentalI
nfl
uences
 LI
STOFABBREVI
ATI
ONS

SLNO ABBREVI
ATI
ON FULLFORM

1 SMM SocialMedi aMar ket

ing
2 CBA CostBenef itAnalysi
s
3 DUR Durati
on
4 ER Earl
ySt ar
t
5 SVF SocialValueFact or
6 ROI ReturnOfI nvestment
7 TT ToolsAndTechni ques
8 VOC VoiceOfCust omer
 EXECUTI
VESUMMARY

Thi
sr eportpr
ovidesanov ervi
ewofcur
rentdev
elopmentsinsoci
almedi
a
marketing,wi
thaf ocusont heemer
genceofonli
netechnol
ogyandit
simpacton
var
iousmar ket
ingoper at
ions.

Thei nformat i
onf lowi sfacil
i
tat edbyt heintroduct ionoft heconceptofsoci al
medi a,whi chinvolv esthesynthesi sofsoci ologyandt echnol ogyinor dert o
creat eanenv ironmentont heint ernetwherepeopl ecanshar eexperiencesand
dev elopnet works, foll
owedbyananal ysisofi t
st hreemai ncomponent s
(Publ ishingTechnol ogyforEv ery one,I
nformat ionDi ffusion, andRel ati
onshi p
Buildi ng)highlightingitsvari
ousdi mensions.I tthenl eadst oadi scussi onabout
Soci al Medi aMar ket i
ngasanewandpopul art rendasadi gitalpl
atformf or
soci al i
nteracti
onamongv i
rt
ual communi ti
es.Thef oll
owi ngsect iondi scusses
themaj orsocial medi aplat
forms, thei
rrankings, featur es,andcor respondi ng
strategi cact i
ons, foll
owedbyt hebenef it
sandchal lengesf orbusinessest hatuse
soci al medi aformar keti
ng

Althoughsoci almedi ausei sgainingincr easi ngi mportanceasacomponentof

fi
rms’ portfol
ioofst rategies,scantresear chhassy st
emat i
call
yconsol i
dat edand
extendedknowl edgeonsoci almediamar ketingst rat
egies(SMMSs) .Tof i
llthis
researchgap, wef ir
stdef i
neSMMS, usingsoci almediaandmar ketingst rategy
dimensions.Thi sisf oll
owedbyaconcept ual i
zationoft hedevelopment al
processofSMMSs, whi chcompr isesf ourmaj orcomponent s,
namel ydr i
vers,
i
nput s,t
hr oughputs,andout puts.Next ,wepr oposeat axonomyt hatclassi fi
es
SMMSsi nt ofourtypesaccor di
ngt ot heirst rategicmat urit
ylevel
: social
commer cest r
ategy,soci alcontentst rat
egy ,social monitori
ngstrategy ,and
socialCRM st rategy.Wesubsequent lyval idatet histaxonomyofSMMSsusi ng
i
nf or
mat ionder i
vedf rom pr i
orempi ri
cal st udies, aswell wit
hdatacol lectedf rom
i
n-depthi ntervi
ewsandaquant i
tivesur veyamongsoci almediamar keting
manager s.
CONTENTS

Declar
ati
on………………………………………………………………………………. ……i
Cert
ifi
catefr
om theGuide……………………………………………………….
..
…ii
Acknowledgement…………………………………………………………………….…ii
i
Li
stofFigures……………………………………………………………………………. .
iv
Li
stofAbbreviat
ions.
..
……………………………………………………………….v
Executi
veSummar y……………………………………………………………………v i
TableofContent
s……………………………………………………………………. .
vi
i

CHAPTER1

CHAPTER–I :INTRODUCTI ON
1.
1Introductiont othet opi
c
1.
2Rel evance/Si gni
ficance
1.
3Scope
1.
4Obj ecti
ves
1.
5Hy pothesis
CHAPTER–I I
: LITERATUREREVI EW
2.1Rev i
ewofl iterat
ur e
2.
2Resear chGap
2.
3Resear chquest i
ons
CHAPTER–I I
I: THEORETI CALBACKGROUND.
3.
1Introductiont otheTOPI C
3.
2Macr oAspect
3.
3Mi croAspect
CHAPTER–I V: RESEARCHMETHODOLOGY
4.
1Resear chdesi gn
4.
2Sampl i
ngpr ocedur e
4.3Sampl esi ze
4.
4Dat acollect i
on
4.
5Stat i
sti
cal Tool susedf oranal y
sis
CHAPTER–V: ANALYSI S,
FINDINGSANDDI SCUSSIONS
5.
1 Demogr aphi cprofil
eoft herespondents.
5.
2 Gr aphsandt ablesoft hequestionsanalyzedwithrepr
esent
ati
on.
5.
3 Findingsoft hestudywi thdiscussi
onont hefindi
ngs.
CHAPTER–VI :CONCLUSI ONSANDRECOMMENDATI ONS
6.
1Concl usion
6.
2FindingsandRecommendat i
ons
6.
3Scopef orf utureresear ch
BI
BLI
OGRAPHY
ANNEXURE–QUESTI
ONNAI
RE

CHAPTER1:I
NTRODUCTI
ON

I
NTRODUCTI
ONTOTHETOPI
C

Theuseofsoci almedi aandsoci alnet

workst omarketacompany '
spr oducts
andservicesi sr eferred to associalmediamar keti
ng (SMM) .Socialmedi a
marketi
ngal l
owsbusi nessest oengagewi t
hexisti
ngcustomer sandreachnew
oneswhilepromot i
ngt heirdesi
redcult
ure,missi
on,ortone.Marketer
scant rack
thesuccessoft hei ref f
ortsusingdataanalyt
icstool
sdesi gnedspecif
ical
lyfor
soci
almedi amar keting.

Socialmedi amarketi
ngpr ogr
amsusual l
ycentreoneffort
st ocreatecontentthat
attr
actsattenti
onandencour agesreader
stoshareitwiththeirsocial
networks.A
corporate message spr eads fr
om usert o userand pr esumablyresonat es
becausei tappearstocomef rom atrust
ed,thi
rd-
part
ysour ce,asopposedt ot he
brandorcompanyi tsel
f.Hence,thisform ofmarketingi sdr i
venbywor d-
of-
mout h,meaningitresult
sinearnedmediarathert
hanpai dmedi a.

Socialmedi
ahasbecomeapl at
formt hatiseasi
lyaccessibletoany onewith
i
nternetaccess.Increased communicat i
on f
oror gani
zat i
ons fost
ers brand
awarenessand often,improved cust
omerser vi
ce.Addi t
ional
ly
,socialmedi a
serv
es as a rel
ati
velyinexpensi
ve platfor
m fororganizati
ons toimpl ement
marketi
ngcampaigns

Now- a-dayst hereisahi ghcompet iti

onint hemar ketandt hecustomer shave
oppor tunit
ies tot ake betterdeci
sion fort he av ai
l
abler ange ofgoods and
serv i
ces.Int hi
scompet i
t i
vesit
uati
on,theor ganizat
ionsneedt obev igi
l
antto
retain cust omer’sl oy
alty.Reducing the communi cation gap bet ween the
companyandt heconsumercoul dbeagoodwayt ocreat eabetterrelati
onshi
p
whi chcanf urt
herbehel pfult
odev el
opabet terunderst andi
ngofconsumer ’
s
needsandwant s.Socialmedi aispl ay
ingcr uci
alrolei nt hisregar
dandt he
enterprisesaret akingthebenefitf
rom socialmedi a’
sf r
iendlyapproacht obuil
d
brand.

Socialmedi
awebsitesenabl
emar keter
stouseavar
iet
yoftacti
csandstr
ategi
es
to promoteand engagewith content.Manysoci
alnet
wor ksall
ow usersto
pr
ovidedet
ail
edgeogr
aphi
cal
,demogr
aphi
c,andper
sonalInf
ormati
on,all
owing
market
erst
otail
ort
hei
rmessagest
owhatuser
sar
emostlikel
ytorespondto.

Socialmedia has al t
ered how we f uncti
on as a societ
y,incl
udi
ng how we
communi cat
ewi t
honeanot her.Businessestooknot i
ceaspl at
for
mssuchas
Facebook,Twitter,andInstagram grew inpopular
it
y.Theybegant ousethese
si
tesforsocialmedi amar keti
ngtofur t
herthei
rint
erests.Thi
sisbecauset
hese
websiteshavetheabi l
i
tytoinfl
uenceconsumerbehav iour.

Onli
nepurchasinghasgr owntobeaf ullarenaaslargeasretailstor
epurchasing
andisnow somet i
mespr efer
redfortheconv eni
enceandut il
itygainedthrough
vari
ousdealsav ai
labl
e.Indiahasal argei nter
net
-savvypopulationthatnotonly
uses the inter
netbutal so pur
chases goods onl ine.With a shi f
ti nt he
fundamentalsoftransacti
onfrom aphy si
calstor
ef or
matt oanon- stor
ef or
mat,
theretai
lindustryhasbegunt orecogni set heint
ernet'
sindispensabil
it
yasa
medium oftransacti
on.

Socialmedi a mar keting is allaboutusing people's natur

alconv ersati
onal
platformst obuildr elati
onshipswiththem andmeett heirneeds.Soci almedi a
platformsar eassist i
ngbusi nessesinspreadingpositi
vewor dofmout habout
themsel ves and thei rproducts,all
owing customers'needs t o be addr essed
effectiv
ely.Ast r
aditionalmedi ahasoffl
inechannels,socialmediahasav ariet
y
ofsoci alchannels.Soci almedi aevol
vesov erti
me,andasar esult
,itbecomes
betterandbet t
er.Soci almedi aishighl
ypar t
ici
pati
ve,andt hekeypeopl ewho
gener atecontentaret heparti
cipant
sintheconv er
sati
on.

Tradit
ionalmar ketingonTV andi nnewspaper si sone- si
ded,wher eassocial
medi aisacol l
abor ati
veapproacht hatall
owsf ort hecol lectionandshar i
ngof
i
nformat i
on.Soci almedi a mar ket
ing is allabout usi ng people's nat
ural
conversati
onalplat f
ormst obuildr el
ati
onshipswi t
ht hem andmeett heirneeds.
Socialmediapl atformsar eassi sti
ngbusinessesi nspr eadingpositi
vewor dof
mout haboutt hemsel vesandt heirproducts,al
lowi ngcust omers'needst obe
addressedeffectively
.Ast r
adit
ionalmedi ahasof fl
inechannel s,soci
almediahas
av ari
etyofsoci alchannels.Soci almediaev ol
vesov erti
me,andasar esult
,it
becomesbet t
erandbet ter.Soci almedi ai shighlypar t
icipati
ve,andt hekey
peoplewhogener atecontentaret heparti
cipant
sint heconv ersati
on.
RELEVANCE

Sincethel asttwodecades, Internethasseenamassi vedevelopmental ongwi th

thedigitaleconomywhi chi sdr i
venbyi nfor
mat i
ontechnol
ogy .Thedev el opment
ofinternetsaw changi ngt echnol ogy,riseinspeedofi nt
ernetandi ncreasei na
numberofuser s.Thisalsol edt onew agemar ket
ingtechniquesbycompani es
whenmostoft hem hoppedont ot hedi git
albandwagon,thuspav i
ngwayf ora
newageofmar keti
ng.Firmsbegandi splayingandpromot i
ngt heirproduct sand
servi
cesonl i
ne,of f
eri
ngdet ail
edpr oducti nformati
on,improv edser vi
cequal ity
whichl edt ochangei nbuy ingpr eferencesofconsumer swhost art
edswi tchi
ng
toonlineshoppi ngmodef rom thet raditi
onalmodeofshoppi ng.Mor eov er,with
thetransf ormationi nconsumerbehav iourov eraperi
odoftime, compani eshav e
reali
zedt hatadr asti
cchangei nthemar keti
ngstrat
egyistheneedoft hehourf or
successf ul surv
iv al
inthemar ket.

E-Commer ce(elect r
oni ccommer ceorEC)i sthebuy i
ngandsel l
ingofgoodsand
servi
cesont hei nternet,ei t
hert hroughwebsi t
eormobi leappl icat i
on.Online
shopping ist he mode wher e peopl e can di rectl
y buy goods f rom online
websites/appsl ooki ngatt hepi ctures,descripti
ons,people’
sopi nions,orev en
compar i
ngdi fferentwebsi tes.Al ongwi thpr oductdescri
ptionst hereisot her
i
nformat i
onaswel lrequiredtobekepti nmi ndwhi l
eusingthepr oductorav ail
ing
theservice.E-
commer cehasshownagr eatupsur geduetoi t
smul tiplebenefi
ts
whichincludel owert ransactionalandsear chcostcompar edt oot hermodesof
shopping,agreat ernumberofal ternatives,savingoftimeandl owerpr i
ces.

Consumerbehav
iourr
efer
stot
heiropi
nionsandpsycheandt
hefact
orst
hatthey
keepinmindwhi l
emakingonli
nepur chases.Buyi
nganyt
hingisafive-
step
process.First
ly,onei denti
fi
esaneedorwantandt hendef i
nestherequi
rements
necessar ytosat i
sf ythatneed.Theni nformati
oni sgatheredandopinionsare
evaluated.Oncet hereisclari
tywithrespecttoopti
onspeopl etr
ytonegotiat
ethe
bestpr i
ce.Lastly
, consumer sundergonumer ousfactor
swhi chi
nfl
uencethefinal
decisionoftaki
ngt herightdeci
sionofbuy i
ngornotbuy i
ngtheproduct.

Thus,thepur poseoft hisstudyist oi dent i

fyfactorsaffecti
ngI ndi
ant eenagers
onli
neshoppi ngbehav iour,especial
l
ywi t
hr espectt otheI ndi
ancont extwhi ch
i
ncludesl ei
surehabit
s, l
owr ateofcredi tcar dpenetrati
on,inter
netinfr
astructure,
rel
iabi
li
tyofpost alcar
riersetc.Previousst udi
est hathav etakenplacepr imarily
i
ncludet her i
skandbenef itfact
orsi gnor i
ngt hemosti mpor t
antsocio-cult
ur al
factor
swi threspectt
ot hecount r
yasdi verseasIndia.

Fi
gur
e1

Socialmedi amar keti

ngistheuseofsoci almedi apl at
formsandwebsi testo
promot e a productorser vice.Although the terms e-mar ket
ing and digi
tal
mar ketingarest i
lldominantinacademi a,socialmediamar keti
ngisbecomi ng
mor e popul arf orbot h practi
ti
oners and researchers.Mostsoci almedi a
plat
f ormshav ebui l
t-
indataanalyti
cstools,
whichenabl ecompani estotrackthe
progr ess,success,andengagementofadcampai gns.Compani esaddressa
rangeofst akeholdersthroughsoci almediamar ket
ing,includi
ngcur r
entand
potent
ialcust
omer s,curr
entandpot entialempl
oyees,journal
ist
s,bl
ogger
s,and
thegeneralpublic.Onast r
ategi
cl evel,soci
almedi amar keti
ngincl
udesthe
managementofamar ket
ingcampaign, gover
nance,set
tingthescope(e.
g.more
acti
veorpassi v
euse)andt heestablishmentofaf i
rm'sdesi r
edsoci
almedia
"cul
tur
e"and"tone.

I
MPORTANCE

1.Bui
ldBr
andAwar
eness

Acrossdif
fer
entplat
for
ms,compani
escant el
lthei
rstor
y,whyt
heypr
ovi
dethe
servi
cestheyoff
er,andkeepaudi
encesupdatedwithcust
omerandemploy
ee
stor
ies.

IfB2Bleadersareabletoleveragethevoi
ceoftheirempl oy
ees,t
heycanextend
thei
rbrandreachev enfur
ther.Ever
yemployeehasaper sonalnet
work,andeach
networkhaspotential
lyhundredsofcontact
s.I
nt urn,eachofthosecontact
sis
connectedtohundredsofotherpeople.

2.Gener
ateLeads

Creat
emeaningfulconver
sati
onsandengagementwithi
nthei
rtargeti
ndust
ryby
posti
ng vi
deos,news,dat a,and i
nter
esti
ng t
rends.Notonly do you buil
d
credi
bil
i
tywit
hpot enti
alcustomer
s,butthesestr
ategi
escanr esul
tingaini
ng
l
eads.

3.Nur
tur
eLeads

Soci
alselli
ngenabl essalespr of
essionalstobuil
dr elati
onshi
pswithleads.By
l
everagi
ngt heirt
houghtleadershi
ppieces,soci
alproofi
ngandot hercont
ent,they
canhelppot enti
alcust
omer ssolv
epr oblems.I
nturn,thisall
owsyoursalesteam
tobuil
dtrustandcr edi
bil
i
ty.
4.I
mpl
ementSoci
alLi
steni
ng

List
entocustomersandwhatpeopl earesayi
ngabouttheircompany.Thisgi v
es
youachancet ogetcandidfeedbackabouthowother
sv i
ewy ourbrand.Itopens
awi ndow i
ntoimprovi
ngt heweakerar easofyourbusinesswhilereinforci
ng
aspectst
hatalr
eadyresonatewithpeopl
e.

5.ConnectSoci
alPost
stoOppor
tuni
ti
es

Wit
htheri
ghtent
erpr
isesol
uti
on,leader
scandr
ivecust
omerpost
stot
hei
rCRM
t
ounderst
andcust
omersmor eful
l
y .

6.Measur
eMar
ket
ingEf
for
ts

Socialmedia pl
atfor
ms and managementt ool
s enabl
ey ou t otr
ack key
perfor
mancemet r
ics(KPIs)
.Youcanev enassignamonetaryvaluetoor
ganic
socialmedi
aengagement.Earnedmediaval
ue(EMV)off
ersanideaofhowmuch
organi
csocial
engagementandr eachwoul
dhavecosti
fyoupaidinads.

7.Bui
ldBr
andAut
hent
ici
ty

Engaging on soci
almedi a gi
ves br ands the opport
uni
tyt o bui
l
dt r
ustwi t
h
potent
ialcustomers,par
tnersandt alent
/empl oy
ees.Thisisespeci al
lytr
uei f
otherpeoplear epromot
ingy ourbr andorpr oducts/
ser
vicestoot herpeople.
Peoplearealmostthreet
imesasl ikelytotrustadviceorr
ecommendat i
onsfrom
famil
yandf r
iendsthanof
fici
albrandchannel s.

8.Dr
iveThoughtLeader
shi
p

Socialmedi
aisagreatwaytol ear
naboutthepr obl
emsandi nt
erestsofpeopl
e.
Inturn,
bei
ngonsocialgi
vesbrandsanoppor t
unityt
odrivet
houghtleader
shipby
sol
v i
ngprobl
ems.Cr eat
ehow- toguides,webinarsandothercont enttohelp
peopleand,inresponse,people coul
dt r
usty ourbrand astheirsource f
or
gui
dance.

9.Gr
owYourAudi
ence
In2021,4. 48bill
i
onpeopl ewer eusingsoci
almedi a.Notonlydoessocialgive
youawi ndowintot hel
argestaddressabl
emar ketonli
ne,buti
tshowsy ouwhat
actualpeopl etal
kaboutorl i
ke.Oncey oulearnhow t osolvethismar ket
’s
problems wi t
ht houghtleadershi
p content
,y ou can buil
d an audi
ence that
beli
ev esinyourbrandandproductsandservi
ces.

10.Bui
ldaCommuni
ty

Wit
hpl
anningandengagement,youcanbuildanact
ivecommunityaroundy our
br
andonsocial
.Youcanlever
ageempl oyeesandcustomersali
ketogener ate
i
mmediat
eLikesandShar
esforyourcont
entsothati
treachesnewaudiences.

11.Gener
ateUni
queCont
entatScal
e

Socialmedia communi t
iescan also be an excel
lentsour
ce ofori
ginaland
thoughtfulcontent
.User -
generat
ed content(UGC)and empl oyee-
generated
content(EGC)canspeakt obrandsinauthent
icways,butt
heykeepyourcontent
publi
shingpipel
i
nef l
ushwithl
otsoffreshopti
ons.

12.St
ay TopofMi
nd
WithKey Peopl
e

Spreadi ng thought
l
eader ship through
social medi ai sago-
tomet hod ofmer it
ing
the attentionof
decision- maker sand
othert op stakehol der
s.
Leverage webi nars,
ebooks, one-pager s,
podcast s andot her
content typest osolve
problems forot her
people.
 Fi
gur
e2

Soci
alMedi
aMar
ket
ingI
nTeens

I
fyouwanttoconnectandengagewi
thyourf
uturecust
omer
s,y
ouhav
etobe
wher
etheyare.Andthat
’sl
argel
yonsoci
almedia.

DevelopmentofInt
ernetShoppingInter
netshoppinghasseenarapid
developmentovert
helast10y ears,duetothenumberofbenefi
tsofint
ernet
.
Mosti mport
antl
y,t
heinternetof
fersdiff
erentki
ndofconveni
encetoconsumers;
so,theconsumersdonotneedgooutl ookingforpr
oducti
nfor
mation.Theycan
easi
lysearchabouttheproductononl i
nesites,
comparedif
fer
entwebsit
esand
sel
ectthemostsui tabl
eopti
on.Consumerscansav eti
mebyaccessi ngdif
ferent
websit
eatt heclickofamouse, andgetall
theproductrel
atedinformationwhi ch
i
sbeaut i
ful
lyil
lustratedi
ntheform ofi
mages,soundanddet ai
l
edt extdescription
oftheproduct.Thisenablestheconsumertofi
ndt hemostsuitableoption
sati
sfy
inghisbuy ingneeds.AndTeenagersknownf ormakingdecisionsatthe
spurofthemomentar ebenef
it
edlargel
ybythee-commerce.

Fi
gur
e3

Howev er,
internetshoppi nghaspot entialr
isksforthecust omer s,suchas
paymentsaf ety,andaf terservice.Duet othedev elopinginternettechnology
i
nternetpaymenthasnowbecomemor eprevalentwheni tcomest opur chasing
goodsf r
om t heinternet.Int
ernetpay menti ncreasesconsumpt i
veeffi
ciency,at
thesamet ime, asitsv i
rtualpropertyreducedi nter
netsecur it
y .Aft
ersaleser vice
wasamaj orfactorthatst opspeopl ef rom shoppingonlinebutnowcompani es
havetakencar eoft heissue.Butst i
llther
ear ecertainproduct swhichar e
requi
redtobeseen, feltandunder stoodbef or
emaki ngapur chase.
SCOPE

Forthepur posesoft hi
sreport,socialmediamar keti
ngwaschosenasan
exampl eoft heimpactofsocial mediaonpur chasingdecisi
ons.Watches,mobile
phones, earphones,andgadgetswer echosenbecauset heyar efami
li
artoIndi
an
teenagers.Theyf r
equentlybuyandcani denti
fywiththem.Theywoul dbethe
bestproduct sforcaptur
ingthei nf
luencingfactor
s.Thisstudyattemptedto
compr ehendt hestudyofteenageonl ineshoppingbehav i
ourthroughthe
i
nf l
uenceofsoci almedia.Forthepur posesoft hi
sstudy,socialmediamarketi
ng
waschosenasanexampl eoftheimpactofsoci almediaonpur chasedecisi
ons.
Watches,mobi
lephones,earphones,andgadget swer echosenbecauset heyar
e
famil
i
artoIndi
anteenagers.Theyfrequentlybuyandcani denti
fywiththem.They
wouldbethebestproductsforcapturi
ngt heinf
luenci
ngfactors.Thisstudy
att
emptedtocompr ehendthestudyoft eenageonlineshoppingbehaviour
thr
oughtheinf
luenceofsocialmedia.

OBJECTI
VES

The study'
s pri
mary object
iveist o comprehend the St
udy ofPur chasing
Behavi
orofTeenageGi r
lsinBhuwaneswar .Wit
ht hehelpofthisstudy,wewi l
l
att
emptt odeter
minethemaj orreasonsci
tedbyf emaleteenagers,t
akinginto
accountdemographi
csandsoci oeconomicfactors,astowhyt heyengagei n
onli
neshoppingandwhytheydonot .
Thepr
imar
ygoal
oft
hest
udycanbedi
vi
dedi
ntot
hef
oll
owi
ngpoi
nts:

•Using soci
almedia,i
nvest
igat
ethe f
act
orst
hati
nfl
uence t
eenage gi
rl
s'
pur
chasi
ngint
ent
ions.

•I
nvest
igat
ethef
act
orst
hati
nfl
uencepur
chasi
ngdeci
sions.

•Usi
ngSMM,
inv
est
igat
ethef
act
orst
hati
nfl
uencepr
oductpur
chasi
ngi
ntent
ions.

•Howt
heyi
mpactt
hei
rdeci
sion-
maki
ng.

CHAPTERI
I:LI
TERATUREREVI
EW

Rev
iewofLi
ter
atur
e

Theemergenceofnewinf
ormati
onandcommunicati
ontechnologi
es,par
ti
cul
arl
y
theI
nter
netandsoci
alnet
works,
haschangedmarketdynamics,t
hreat
eni
ngthe
competi
ti
veposi
ti
onsoffi
rms(Port
er,
 
2001)andi
ncreasingt
hepowerof
consumer
s(Ur
ban,
 
2005)
.

TheInternet-andonl
ine-
basedsocial
mediahav
echangedconsumer
consumpt i
onhabitsbyprovi
dingconsumer
swithnewwaysoflooki
ngfor
,
assessing,choosi
ng,andbuyi
nggoodsandservi
ces(Al
bor
s,Ramos,&
Hervas,
 2008).

Thesedevelopmentsi
nfl
uencehowmar ketersoper
ateandaffectmarket
ing
pract
icesi
nt er
msofbothstrat
egyandtacticsbypresent
ingmarket
erswithnew
chall
engesanddif
fi
cul
tchoices(Thomas,
 2007).

Weunder st
andsocialmediaasincl
udi
ngall I
nter
net
-basedtechnological
appli
cati
ons,i
naccordancewit
ht hepr
inci
plesofWeb2. 0andprovidingt he
creati
onandexchangeofuser-
generat
edcont ent
,whil
ealsofacil
i
tating
i
nteracti
onandcoll
aborati
onbetweenpart
icipant
s(Kaplan&Haenl ei
n, 2010).

Suchapplicat
ionsalsoincl
udeblogsandmi crobl
ogs(suchasTwi tter
),soci
al
networki
ngsites(suchasMy SpaceandFacebook) ,vi
rt
ual worlds(suchas
SecondLife),
coll
aborati
veproject
s( suchasWiki
pedia),
cont entcommuni tysi
tes
(e.
g.,
YouTube, Fl
ickr)
,andsit
esdedi catedt
ofeedback(e.g.onlinefor
ums; Chan
&Guill
et,
 2011;Mangold&Faul ds,
 2009).

Accor
dingtoMangoldandFaul
ds(2009)
,soci
almedi
aenabl
esfi
rmst
o
communicatewit
hthei
rcust
omersandalsoal
lowscust
omerst
ocommuni
cat
e
wit
heachother.

Communi cat
ionsbet
weenf i
rmsandt heircust
omershel
pbuil
dbr andloyal
ty
beyondtr
aditi
onalmethods(Jackson, 
2011;Kapl
an&Haenlei
n,
 2010),which
concedetothepromotionofproductsandservi
cesaswell
astheset t
ingupof
onl
inecommuni t
iesofbrandfoll
owers(Kaplan&Haenl
ein,
 
2010).

Fur t
her more,conver
sat
ionsbetweencustomersprov
idefi
rmswit
hnewmeans
ofincreasingbrandawareness,
brandrecogni
ti
on,andbrandr
ecal
l
(Gunelius,
 2011).
ResearcherssuchasCast ronovoandHuang( 2012)maintai
nt hatmar keti
ng
str
ategiesinvolv
ingmarketingintel
li
gence, pr
omot i
ons,publi
cr el
ations, product
andcust omermanagement ,andmar ketingcommuni cati
onsshoul dbegi n
expl
oringandl ever
agi
ngsoci almedi a,notonlybecausethereisagr owing
i
nterestamongconsumer sinInternetusage,butalsoduet othef actt hat
consumer sconsideri
nfor
mat i
onshar edonsoci almediaasmor ereliablethan
i
nformat i
onissueddir
ectl
ybyf i
rms( Constantini
deset 
al.
, 
2010) .

Accor di
ngt oeMar ket
er(2013),f
ir
mshav eincreasi
nglyadoptedsocialmediafor
var
iousmar keti
ngactivi
ti
essuchasbranding, marketresear
ch,cust
omer
rel
ationshipmanagement ,
servi
ceprovi
sion,andsalespr omoti
onalongside
var
iousst udiesthatareputti
ngforwar
dev i
denceoft hepositi
veimplicat
ionsof
deploy i
ngsocialmediainmar keti
ngst
rategies.

Asthefiel
dofr esear chinsoci
almediamarketingprovesquit
er ecentanddiverse,
wehereappl yav ariati
onofsystemati
crevi
ew, i
nvolvi
ngsynthesis-and
i
nterpr
etati
on-basedassessment ,i
nordert
ocombi nethebestev idencebased
managementpr acti
ces( Macpherson&Holt,
 2007;Thorpe,
Holt,MacPher son,&
Pi
ttaway, 
2005;Tr anfiel
det 
al.
,
 2003).

From theresultspresent edbyt hevariousdifferentstudies,wemayi dent

ify
vari
ousimpl i
cationsbot hf ort
heoryandf orpractice.Oneoft heconcl usi
ons
reachedbyt hest udiesreferstohowmi croblogsandsoci alnetworks,suchas
FacebookandTwi t
ter,constit
utethesoci almedi a,sofar,mostcommonl y
deployedbycompani es(Chan&Gui l
let,
 2011;Enl i&Skorgerbo, 
2013) .
Further
mor e,thesear ethemeanst hatpr oveabl etoreturnthebestr esul
tsin
termsofat t
itudest owardt hebrand(Ki m &Ko,  
2012; Kumar&Mi rchandani, 
2012;
Kumaret  
al.,
 2013)andcompani esshoul dthereforeensur ethei
rpresencei n
thesechannel sbut

Ont heot herhand,l

eavi
ngopent hescopeforcompanyr ecoursetoothersocial
medi aplatfor
ms.AccordingtoMangoldandFaul ds(2009)andChanandGui l
let
(2011),therearevari
ousmeansofsoci almedia,
amongt hem,inaddit
iontothe
aforement i
onedsocialnetwor
ksites,v
irt
ualworl
ds,contentcommuni tysi
tes,
andsi t
esdedi cat
edtofeedback.Thispoint
stotheneedt oanalyzethe
behavi
oursofconsumer sinthesedif
ferentchannels,t
hediff
erencesin
consumerbehavioursacrossthevari
ouschannel s,andthecontr
ibut
ionofthese
othermeansthathavenotbeenst udi
edy et,thesimil
ari
ti
esthatoccurbet
ween
FacebookandTwi t
ter,
mov ingtowardincreasedsales,wordofmout h,
andprofi
ts.

Gener
alSoci
alNet
wor
kingSt
ati
sti
cs:

62%ofadul
tswor
ldwi
denowusesoci
almedi
a

Soci
alnetworki
ngi
smostpopularonl
i
neactivi
ty,wi
th22%oft
imeonl
i
nespent
onchannelsl
i
keFacebook,
Twi
tt
erandPint
erest
65%oft
hewor
ld‘
stopcompani
eshav
eanact
iveTwi
tt
erpr
ofi
l
e

90% ofmarketer
susesoci
almedi
achannel
sforbusi
ness,wi
th93% oft
hese
rat
ingsoci
alt
oolsas―i
mport
ant

43%ofmar
ket
ershav
enot
icedani
mpr
ovementi
nsal
esduet
osoci
alcampai
gns

72%ofmarketer
swhohav eworkedi
nsoci
almedi
aforthr
eeormoreyear
ssaid
thatt
heysaw aboosti ntur
noverduetosoci
alchannel
s(t
helongeryou‘
re
worki
ngi
nitthebet
tery
ouget)

91%ofex
peri
encedsoci
almar
keter
sseeimprov
edwebsi
tetr
aff
icduet
osoci
al
medi
acampai
gnsand79%aregenerat
ingmor
equal
i
tyl
eads.

Theav er
ageti
mespentbymarket
ersonsoci
almedi
ais1-5hr
sperweekfor
thosejustget
ti
ngst
art
edand6+hoursperweekforthosewi
th3+year
sof
exper
ience

Themostpopul
arsoci
alnet
worki
ngtoolf
ormarketi
ngi
sFacebook–bei
ngused
by92%,
fol
lowedbyTwitt
er(
84%),Li
nkedI
n(71%)andbl
ogs(68%)

Li
nkedI
nis4Xbet
terf
orB2Bl
eadgener
ati
ont
hanFacebookandTwi
tt
er

Only10% ofmar ket

ersareact
ivel
ymoni t
ori
ngsocialmedi
aROIOnl
y22% of
busi
nesses have a dedi
cat
ed socialmedia manager23% ofFor
tune 500
companieshaveapubli
c-f
aci
ngcorporat
eblog

58%ofFor
tune500compani
eshaveanacti
vecor
por
ateFacebookaccount
,62%
hav
eanacti
vecorpor
ateTwi
tt
eraccount

47%ofcust
omer
sar
esomewhatl
i
kel
ytopur
chasef
rom abr
andt
hatt
heyf
oll
ow
orl
ike.

SWOTANALYSI
S:SOCI
ALMEDI
A
STRENGTHS:

Largemar ketr eachorpenet rat i

onandi t
‘sVer yusef ulifyouar esetti
ngupa
digit
al engagementst rategy( tonewpeopl e, y
oungpeopl e).Soci almedi abuildsa
conv ersationandconv ersewi thot hersandbui ldclosenet wor kingbondswhi ch
sharequi cki nformationexchange.I tletsy ouf ollowandconnectwi th
peopl e/groupst hatinter estyou–butar enotnecessar il
yy ourf riends( aswith
Facebook) .Authors,cel ebrit
ies, co-worker s,colleges, organi zationset c.The
campai gnsar egener allyCost -effecti
veint hesensemostoft heplatformsar e
free.Theyj ustdemandt i
me, ther eisaHumanf actor :Yourbr andbecomesmor e
HUMAN.Medi aexposur e canbeanot herst r
engthoft his.Whi leTwi tt
erisina
strongmar ketposi t
ioni nmi cr o-messagi ng.Facebooki st heonl yrealcompet i
tor
here–andt heyat tr
actuser sf ordiffer
entr easons.I thelpst oBui ldstrong,long
termr elati
onshi psthroughonl i
nesoci alnet working,ataf ast erpacet hanj ust
relyi
ngont raditi
onal face-to-facenet wor kingandGet st onsofpubl i
city.The
i
ndust r
yHasdev el
oper scr eatinghundr edsofappl icationsar oundi tsAPI .I
tis
totall
yRSSenabl ed.

WEAKNESSES:
Tought otrai
norconv i
ncemanagementteam/ gr
oupmember sonsocialmedia
pri
ncipl
esasA l otof―WhyBot her‖f
rom mostmai nstream (i
.e.Facebook
users)peoplearether
e.Thei
ndustryhaslowretenti
onr ate.Only40%.Lackstools
orresourcestotrackandmonit
orsocialmediacampai gnr esult
s.Thereis
concernaboutinformati
onl
eakage,li
abi
li
ty,
securit
y,andmanagemental so.

Effortv
sresult
s:Evenifiti
smor emeasurabl
ethanot
herchannel
s,i
tisdi
ffi
cul
t
(especi
all
yforsmal
l busi
nessoperat
ions)tobal
ancet
heeffor
tputonsocial
mediaagainstther
esultsobtai
ned

Consi
stency
:Engagi
ngwithyouraudi
enceatadi
rectl
evel
meansmor
eef
for
tsi
n
t
ermsofkeepingaconsi
stentmessage/cor
por
ateimage

Maki ngupformi stakes:Thetime-f

ramet ocorrecterr
orsthataff
ecty our
audiencei
sl ess.Becausey ouareheav i
l
yexposed, yourcompanyhast ot
ake
acti
onmor epr ompt l
ythanifyouwer en‘
t(especi
all
yifpeoplearehaving
conversat
ionsabouty ourbrand,youwi l
lhavetoengageandcl ari
fy)

Blockedatmanywor
ksi
tes:
managementseesi
tdr
opspr
oduct
ivi
ty;
hur
ts
bottom l
i
ne
OPPORTUNI
TIES:

 Creati
ng/j
oini
ngonlinepresenceonsi teswherethecompanycur rent
ly
doesn‘texist
,Greatoppor tuni
tyforindiv
idual
s and organi
zat
ions t
o
connectandexchangeinf
ormat i
on.I
topensaNewt argetorni
chemarkets
thatar
euntapped:st
udents,thepubl
ic.

 Part
nershi
pswithot
hergr
oups,organi
zati
ons,school
s,gov
ernment
,et
c
Penetr
ati
onint
oanewgeographicalmarketquickl
y

 Recrui
tmentofinter
estednewmember s,students,publ
icsupportand
al
lowsy out
obui l
dshor tandl
ongt
ermr elat
ionshipswithprospect
s.It
humanizesthebrand‘andmakestherecruit
mentpr ocessmor epersonal
.

 Cangai
ndeepinsi
ghtsi
ntoreal
-t
imet
rends,news,andal
lofus;
―bet
he
pul
seofthei
nter
netassai
dbyFounderBizStone

 I
ntegr
ationi
ntoreal
-t
imegames,media,andapps.We‘vebar
elyscrat
ched
t
hesurfacesofaronwhat‘
spossi
ble.Twitt
erasreal
timeinf
rastr
uctur
e.

 I
tmaybecomet hedominantwayf orbusi
nessest
ocommunicat
ewith
t
hei
rcustomer
sasqui ckdel
iver
y ,
brandi
ngopport
uni
ti
es,
andenhanced
mar
keti
ngopportuni
ti
esarethere.

 Bei
ngpresentwherestuf
fhappens:
Peopler
esear
chfor
i
nfo/
products/
ser
vicesonli
neandvaluemor
etheopi
nionofot
her
 i
ndividual
sthanwhateveracompanymaysayaboutt heirownoff
er.I
f
yourcompanyi spr
esentinanint
eracti
veenv i
ronmentli
kesoci
almedia,
theopportuni
ti
esforengagement,conver
sionandmosti mport
antl
y
clar
if
icati
onofdoubtsregar
dingyourbrand,arecount
less.

 Developi
ngaf ol
lowing/audi
encethoseaut o-
nurtur
esit
sel
f:Youreff
ort
sin
Socialmedia,t
ogetherwit
htheeffortofyourfol
lowingmaymeant hat
youraudiencebecomesy ourbestsalespeople

 Talentcomingyourwayeffor
tl
ess:Becauseoft hepossibil
it
iesof
exposurethatSoci
alMediaal
lowsfor,i
nteract
ingheremaymeant hat
fut
uretalent(
intheshapeofemployees,part
nersor,you-name-it
)will
comey ourwayt hr
oughthepowerofconnect i
ngonli
ne!

 Reachoutt ocer t
aingroupsthattradi
ti
onal mediadidn‘
tall
owy outo:
BecauseSocial mediaisforeveryone,soonerorlateryou‘l
lcomeacross
peopl
ey ounev erthoughtofasy ourcli
ent.Thisopenst hedoorsto
bui
ldi
ngnewr elati
onshipsbutalsotov al
uablefeedbackthatcanhelpyou
devel
opy ourproductsorser vi
cesmor eintel
li
gentl
y
THREATS:

Compet i
torisgoi ngaf terthesamespaceorsameaudi encewi t
hsi mil
ar
campai gnandt hequest i
onal soar i
seswhet herthecur rentcampai gnsust ai
nable,
canitcont inue?Ther ecanbet hreatofAtti
tudesonpr i
vacy :
whilelatel
yitseems
ever
y onei swi l
li
ngt osharet hemosti nti
mat easwel l asmundanedet ai
lsofthei
r
l
ife–t herecoul deasi l
ybeabackl ashagainstt hi
strend.We‘ veallheardofaf ew
embar rassingst oriesaboutov er-
sharingonline,andaf ewhi ghprofil
eexampl es
mightmakepeopl er et
hinkt hei
rhabits.Micro-messagi ngmayj ustbeaf ad.
There‘snot hinginher entl
yawesomeabout140char acter s.I
tgottoomuch
publ
icityinashor tt i
me.Maygetbur nedoutandget tingdanger ouslyspam.The
marketdoesn‘ thav esol i
dr evenuemodel (futureadv ertisements?)

Ot
hersoci
alnetworkingsit
es(MySpace,Tagged, Fr
iendf
eed,i
denti
cal,
other
s)
maygrowandst ealmarketshar
eandAcqui sit
ionbyabiggerpl
ayer(Googl
e)
maydi
sappointearl
yadoptersandloyal
user s.
Rol
eofSoci
alMedi
aMar
ket
ingi
nBusi
ness:

Creati
nganddevelopingawebsi t
eisimportantforanybusiness.Alongwith
havingawebsit
e,youneedt oexpandy ouronli
neout r
eachtosocial media
pl
atforms.Soci
alnetworkingsit
essuchasTwi tterandFacebookar eessenti
alf
or
maintai
ningacompet it
iveedge.Companiesthatdonothav eactivesocialmedi
a
accountsri
skmissingoutonnumer ousmar keti
ngoppor t
uniti
es.

I
nter
act
ionwi
thTar
getMar
ket

Oneoft hekeyadvantagesofsoci
almediaforbusinessesisthati
tenabl
esy ou
t
ointeractwithyourcustomer
s.Goingthr
oughthet weetsandFacebookupdates
t
hatarepost edbyyourcustomerbasegivesyouinsighti
ntowhattheyneed.This
i
suseful f
orhelpi
ngy ourcompanyfor
mulatemarketingstrat
egiest
hataddress
t
heirneeds.

I
mpr
oveResponsi
veness

Socialmediaeasesthepr ocessofpr ovidi

ngandr ecei
vi
ngf eedback.Ifyour
customershav econcernsorpr oblemswi thwhatyourbusi
nessof f
ers,t
heycan
l
ety ouknowi natimelymanner .Soci almediagivescustomer saconv enientand
accessibl
ewayt oexpresswhatt heyf eelandgiv
escompani esachancet o
respond.Withsuchplatforms,busi nessesareablet ovi
ewcompl ai
ntsand
assurethei
rcustomerst hattheirproblemswi l
lbedealtwith.

Compet
it
ion

I
fyourcompet
it
orsar
eal
readyusi
ngsoci
almedi
aaccount
sformar
ket
ingand
engagingt
hei
rcust
omers,
youneedtoensur
ethatyouarekeepi
ngupwi
tht
he
di
gital
market
ingst
rat
egi
esthatar
ebei
ngimplemented.

I
nt hecompet it
ivewor ldofbusi
ness, mor
eandmor ecompaniesarecapit
ali
zi
ng
ont hebenefit
sofsoci almedia.Inorderf
ory outobeabletoboostonli
netraf
fic
toyoursiteandi ncreasesales,
y ouneedtost ayaheadoft
hecompet i
ti
onwhi l
e
providi
ngy ourcustomer swiththebestproductsandservi
ces.

Ef
fect
iveMar
ket
ing

Thesoci al
networkingnatureofplat
for
mssuchasLi nkedInandTwi t
ter
generatesint
erestamongf oll
owerswhoar emoreresponsiv
et othem t
hana
blat
antmar keti
ngapproach.Youcanusesoci almediacreat
ivel
ytoadvert
ise
yourproductsandser v
iceswithoutmakingyourcust
omer sfeell
iket
heyare
overwhelmedbyy ourmar keti
ngcampaigns.

Adverti
sementsstr
ategi
callypl
acedwi thi
ninf
ormati
vepostsareaneffect
iveway
tospreadthewordabouty ourbusiness.Soci
almediaspr
eadsawarenessabout
yourbusinesswhi
legivi
ngy outhechancet oconst
antl
yremindthem aboutthe
productsandserv
icesthatyouoffer.

Fi
ndCust
omer
s

Hashtagsandkeywordsareusef
ulforhel
pingy ouident
if
ypotenti
alcustomers
whoar ei
nter
estedinwhatyouaresel
li
ng.Afterfi
ndingprospect
ivecust
omer s,
youcansimplydir
ectthem t
oyouraccountwher et
heyfil
loutmor eaboutyour
busi
ness.

Af
for
dabi
l
ity

Managingyoursoci
almedi aaccount
si sacosteffect
ivewaytopromotey our
busi
nessbyusingaff
ordablesocialmediamar ket
ingcampaignst
hatstrengthen
yourcompany'
sonli
nev i
sibil
it
y.Soci
almediadoesnotr equi
reanextensi
ve
budget,
whichmakesitfai
rf orsmallbusi
nessesthatarecompeti
ngwi t
hwel l
-
knownbrands.

Dat
abase

DBAser
vicespr
ovi
deser
vicedel
i
ver
ysol
uti
onst
hatar
efl
exi
bleenought
omeet
thediver
seneedsofdiff
erentcompanies.Emphasisisplacedonthe
managementandsuppor tofdatabasesfrom r
emot elocati
onswhilecater
ingto
thespecif
iedneedsofvari
ouscustomers.Servi
cesar eavai
labl
efordiff
erent
databaseenvi
ronmentstoprovi
deadependabl e,secureandexpertapproachto
databasemanagement.

Soci
alEnv
ironment

Asocialnetwor ki
ngforum effici
ent
lycr
eatesasocialenvi
ronmentf oryouand
yourcustomer s.Suchaf or
um enablesy outoacqui
reimportantf
eedback
regar
dingy ourbusiness.Socialmediaservest
hepurposeofmaki ngi teasi
erfor
consumer stof i
ndoutanddi stri
but
einformati
onaboutdif
ferentbrands, pr
oduct
s
andservi
ces.

Asi gnif
icantpercent
ageofcustomerst
hatrel
i
esont heint
ernettosearchfor
productshav ediscover
edspecif
iccompani
esthroughsoci
al media.I
fthe
opinionsandr eacti
onsofyourconsumer
smat t
ertoyou,goingsociali
s
necessar y.

I
nfor
mat
ive

Soci
almediaisi
nformati
veandgivesyouaccesst owhatyourcompeti
ti
onisup
toaswellaswhatcustomersarepost
ingonlineaboutpr
oductsandservi
ces.
Thi
sgivesyoubett
erinsi
ghtint
othemar ketandvari
ousfact
orsthataf
fectyour
i
ndustr
y.

Onl
i
nePr
esence

Socialmediahasgradual
l
yevolvedintoanintegralaspectofpeople'
sdai
lyl
ives.
From shar
ingdetai
l
saboutlunchtor ant
ingaboutbadser vice,
peopledi
scuss
vi
rtual
lyevery
thi
ngaboutthei
rli
ves.Severalpeoplevisi
tsocialnet
worki
ngsit
es
eachdayandbusi
nessesneedt
omaxi
mizeont
hei
ronl
i
nepr
esence.

Stati
sti
csindicatet
hatt hewaypeopl eut
il
izesoci
almediaandi nter
actonl
i
ne
i
nfluencestheirpur
chasi ngdecisions.Wit
hmor econsumerschoosi ngtomake
thei
rpurchasesonline,theirapproachtoshoppinghas dr astical
l
ychanged.
Thismakesi tnecessaryf orret
ail
erstoincorpor
atesoci
almedi aandadapttot
he
changesthathav eaffectedadv ert
isi
ngandmar keti
ngingeneral.

I
mpor
tanceofGet
ti
ngSoci
al

Socialmediasit
esletyouknowwhati spopul
ar.Theyalsoprovi
deaplatf
ormf or
peopletotal
kaboutper t
inenti
ssuesandwhattheyprefer
.Socialmedi
awas
i
nit
iall
ypersonalbuthasextendedtothebusi
nessrealm.Itpl
aysanessential
rol
einmar ket
ingstrat
egiesbyincr
easingt
raf
fi
candser vi
ngasapar tofyour
SEOst r
ategy.

Businessesneedt oworkont hei

rsocialskil
l
sandhowt heyi
nteractwiththei
r
customer sonlinefort
hebestr esult
s.Successinsocialmedi
amar keti
nginvol
ves
beingst r
ategicandinnovative.Socialmediadr i
vest
raff
icwit
hr efer
ralsandthe
additi
onal advantageoftakingupaconsi derabl
eamountoftimespentonl i
ne.
Mar keter
sar ebecomingi ncreasingl
yawar eoftheneedt oal
locatetimeand
resourcest osocialmedi
asi ts.

Communi
cat
ionandBr
andi
ng

Communi cati
onisvitalfort hesuccessofanybusi nessandengagi ngy our
customer sregularl
yhelpst oenhancey ouri
mage.Soci alnetwor ksallowy outo
i
nteractanddeal wit
hy ourcust omersonaper sonallevel.Wheny ourbr andgets
i
nvolvedi nconv er
sations, customer sviewitasappr oachabl e,responsi veand
accessible.Thistypeofexposur epositi
vel
yinfluenceshowy ouareper ceived
andmakescust omersmor ereceptivetotheinformationt hatyoushar e.Bot h
socialprofil
esandwebsi tescanhel pimprovey ourbrandi ngefforts.Yourexi sti
ng
andpr ospect i
vecustomerbasewi llbeabletoident i
fyy ourbrands'
characteri
sticsbasedonhowy oui nter
actonsoci almedi a.
Soci
alMedi
aforBusi
nessGr
owt
h

Makesur ethatyoursocialmedi astrat

egyiscompatibl
ewit
hmobi l
edevicest
o
guarant
eeawor t
hwhileuserexperience.Social
mediasit
esconti
nuetogain
popular
it
yatar apidrateanditisimportantforsmall
andgrowingbusi
nessesto
usethem toadverti
seandmar ketwhatt heyoff
er.

TheFact
orsofConsumerPur
chasi
ngDeci
sion

Therearemanyf act
orsinfluencesandaf f
ectcustomer si
nr el
atedt ohow
consumersmakepur chasingdecision.Thepurchasingdecisionprocessstar
ts
l
ongbef or
eactualpurchaseandcont inueslongafter.Thefactorsthataff
ect
purchasedeci
sionsofonlineshopper shavebeencat egori
zedasf ollows.

Sear
chEngi
nes

Inter
netusersbasical
l
yusedsear
chenginestofindoutneededinfor
mat i
on.
Sincesearchenginesmainl
yhel
pusers‟judgmenttorankWebsites,
electr
onic
retai
ler
sshouldmakesureWebsitequali
tycansati
sfyandservetheparti
cular
searchenginesdemands.

Onl
i
neShoppi
ngMal
l
s

Onl i
neshoppi ngmal l
sprovi
dedanunpr ecedentedchancefore-r
etai
ler
storeach
agl obalcustomerbaseandsel li
ngvari
ouski ndsofconsumerproducts.Manye-
retail
ersjoi
nedwi t
honl i
neshoppingmal l
sinor dert
ohavemor ecustomersvi
sit
theirwebsites.TheonlineshoppingmallsandWebsi tesweresponsorsbymany
e-retai
ler
sthatutil
izedinfor
mationgeneratedinordertoexpl
oremor emarket
ing
oppor
tuni
ti
es.

Conv
eni
ences

Conv eni
enceandsavedti
mewer eoff
eredbyonl i
neshoppingwhi chweret wo
mot i
vati
ngfactor
sforonl
inepurchases(Lee,
2002) .Themainr easonthat
mot i
vatedconsumerstoshoponlinewasconv eni
ences.Conv enientaccessto
productinf
ormati
oncouldfaci
li
tateandhelpshopper s‟maki
nganonl i
ne
purchasesdecisi
on

Pr
ice

Pricewasacrit
ical
factorf
orcustomerononli
neshoppi ng.However
,Lietal
.
(1999)ar
guedthatoftenonli
neshopper
swerenotpr i
ce-sensi
ti
ve,
causeofthese
consumers‟pri
cecompar i
sonsamongdiff
erente-r
etai
lersoneachproductwas
ti
meconsumi ngandthepricedi
ffer
encewasv er
ysmal l
.

Br
and

Brandwasdef i
nedast hequalit
yrelat
edt otheproductsorservi
ces.Often,br
and
wasreferr
edtot hesel
ler
’sreputati
onandconsumerl oyal
tyinassoci
atedwi t
h
thesell
er(Hai
g,2001).Brandsandf eaturesi
ncreaseasmor einfor
mat i
onis
obtai
ned,knowledgeoftheav ai
labl
eandconsumerAwar eness.E-r
etai
lers
shoul
dst r
engthenshoppertrustandbel i
evebybuy i
ngfamousWebsi t
esuchas
google.
com topromotetheonl i
nepur chaserat
e.

Ref
und

Onl i
neconsumer sdemandedt hate- r
etail
ersshoul
dprovideanunconditi
onal
refundpol i
cyiftheonlinecostumerwer enotsati
sfi
edwiththeproduct.E-
retail
ersshouldhav erefundpoliciestoconvinceonl
ineconsumersthatthey
easilyreturnproductsandgetr efundsiftheyarenotsati
sfi
ed,orexchange
product sforfr
eewi t
hinar easonabletimef r
ame.

Pr
omot
ion
E-r
etai
l
ersmi ghtusepromotionswithtimeli
mi t
stoencourageconsumersto
shoponWebsi te.However,promotionalact
ivat
esforonl
ineproductsorser
vices
werenotsuccessfulf
ore-r
etailer
sbecausetherewerenotef f
ect
ivewaysto
i
nform consumersofpromot i
onalacti
viti
es.

Secur
it
y

Securi
tywasacr i
ti
calsuccessfulfactorfore-
commer ce.Retai
le-commerce
wouldfai
lifInt
ernetusersf eelonl
acki ngagreatdegreeofconfidence)
.The
pri
maryreasoni ndi
catedoft hemostbuy er
swhodi dn’tshoponl
inecauseof
afr
aidtorevealpersonalcreditcar
di nfor
mat i
ontoretail
ersoroverthei
nter
net.

Demogr
aphy

Oneoft hemosti mpor tantf actor swhi chi nfluencebuy ingintentioni sthe
demogr aphicf actors( age, gender ,occupat i
onal status, l
ocation).Di f
ferentage
groupsshowadi fferentpat t
ernofbehav i
ourt owar dsl uxuryconsumpt i
on.
Similarl
y,themot ivat i
ngf actorf oramanwoul dbedi fferentfrom t hatofa
woman.Theoccupat i
onal status, income, educat i
onal qualif
icationhasast r
ong
i
nf l
uenceonbuy i
ngbehav i
our .Thepl aceofr esidencypl aysav italroleinthe
atti
tudeofbuy ingbehav i
our .Thisi sav eryimpor tantfact orwhichcani nfluence
buyingintenti
onoft hei ndiv i
dual s.Indiai sacount r
ywi thmanyst atesandeach
statehav i
ngitsownchar acter.Thepl acewher ey oul i
vei ncanhav eahuge
i
nf l
uenceony ourint entiont opur chasel uxur y.Accor dingt oMi l
ler( 1995);Shaw
andCl arke(1998)cul turaldifferencesof tencausedi fferencesi nconsumer
behav i
ourwi t
hinandacr ossnat ional border s.Itcanbeseent hatt hefactors
i
nf l
uencingthebuy ingi ntentionofl uxuryf ashionpr oduct swillvaryf r
om r egi
onto
regionwi t
hinthesamecount ry

Geogr
aphi
cal
Locat
ion
Thisisav eryimpor t
antext ernalfact orwhi chcani mpactt heBuy i
ngI ntent
ion
towar dsluxurypr oducts.Inacount r
ylikeI ndia,thereare36st ates,andt he
cultureofeachoft hest atesisdi f
f erent.Theat titudes,behavioursandbuy i
ng
i
ntent i
ont owar dsluxurypr oductswoul ddi fferfrom statetost at
e.Int hi
sstudy
wehav ecapt uredandanal ysedthedat aoft eensl i
vingineasternIndiat ocheck
thenat ureandnur t
ureef f
ectont hei ndividuals.Hencet hegeographyandt he
externallocationsplayav erycrit
ical roleint heBuy i
ngIntenti
onsoft he
i
ndiv i
duals.TheFact or
sofConsumerPur chasingDeci sionTher earemany
factorsinfluencesandaf f
ectcust omer si nrelatedt ohowconsumer smake
purchasingdeci si
on.Thepur chasingdeci sionpr ocessst art
slongbef oreactual
purchaseandcont i
nuesl ongaf ter.Thef actorst hataffectpurchasedeci si
onsof
onli
neshopper shavebeencat egor izedasf oll
ows.

Resear
chQuest
ions

Basedontherev
iewofli
terat
ure,
thef
oll
owi
ngr
esear
chquest
ionswer
e
devel
opedtogui
dethestudy.

1.Whatar
ethefactor
sthati
nfl
uencet
hebuy
ingi
ntent
ionofpr
oduct
sov
ersoci
al
medi
aamongt eens?

2.Ar
ethefact
orsinf
luenci
ngt
hroughsoci
almedi
aisdi
ff
erentf
rom f
act
ors
i
nfl
uenci
ngoutet
s?

3.Wil
lthef
actor
sinf
luenci
ngt
hebuy
ingi
ntent
ionf
orcanbedi
ff
erentf
orone
teent
oanother?

4.Wil
lthefact
orsinf
luenci
ngt
hebuy
ingi
ntent
ionov
erSMM bedi
ff
erentf
or
di
ff
erentagegroups?

5.Wil
lthef
actorsi
nfl
uenci
ngt
hebuy
ingi
ntent
iononSMM bedi
ff
erentf
or
di
ff
erentcl
asses?

5.Will
agoodsoci
almedi
amar
ket
ingst
rat
egyi
mpactt
hebuy
ingi
ntent
ionoft
he
consumer
s?
Obj
ect
iveoft
heStudySoci
alMedi
aMar
ket
ingamongt
eens.Themai
nobj
ect
ive
oft
hestudyi
sto:

1.St
udyt
hef
act
orst
hati
nfl
uencet
hebuy
ingi
ntent
ionoft
eensov
ersoci
almedi
a.

2.Exami
net
hef
act
orst
hati
nfl
uencet
hebuy
ingi
ntent
ionoft
eens.

3.I
dentif
yfactor
swhichhaveani
mpactont
hedev
elopmentofmar
ket
ing
str
ategyforsuchpr
oducts

4.Makesui
tablerecommendat
ionsandsuggesti
onswhichwoul
dai
din
devel
opi
ngeffect
iveSoci
alMediamarket
ingst
rategi
es.

CHAPTER–I
II
:THEORETI
CALBACKGROUND

I
ntr
oduct
ionToTheTopi
c

Socialmedi amarketingprogramsusual l
ycentr
eonef fort
stocreatecontentthat
attr
actsat t
enti
onandencour agesreaderst
oshar eitwi t
hthei
rsocialnet
wor ks.A
corporatemessagespr eadsfrom usertouserandpr esumablyresonates
becausei tappear
st ocomef rom atr
usted,t
hir
d-partysource,asopposedt othe
brandorcompanyi tsel
f.Hence, t
hisfor
m ofmar ket
ingi sdri
venbywor d-
of-
mout h,meaningitresultsinearnedmedi ar
atherthanpai dmedia.

Socialmediamar keti
ngisaform ofdigi
tal
mar ket
ingt hatl
ever
agesthepower
of 
popularsocial
medi anet
wor ks t
oachieveyourmar keti
ngandbrandi
nggoals.
Butit’
snotjustaboutcreat
ingbusinessaccountsandpost ingwhenyoufeell
i
ke
i
t.Socialmediamar keti
ngrequir
esanev ol
vingstr
ategywi t
hmeasurablegoal
s
andincludes:
  Mai
ntai
ningand 
opt
imi
zi
ngy
ourpr
ofi
l
es.

 Post
ingpict
ures,vi
deos,st
ori
es,
andl
i
vev
ideost
hatr
epr
esenty
ourbr
and
andatt
ractr
elevantaudi
ence.

 Respondi
ngtocomment
s,shar
es,
andl
i
kesandmoni
tor
ingy
our
reput
ati
on.

 Fol
lowi
ngandengagi
ngwithfol
l
ower
s,cust
omer
s,andi
nfl
uencer
stobui
l
d
acommunit
yaroundyourbr
and.

 Socialmedi
amar keti
ngal
soincl
udes 
paidsoci
almediaadver
ti
sing,
wher
e
youcanpayt ohaveyourbusi
nessappeari
nfrontofl
argev
olumesof
highl
ytar
getedusers.

Thepastdecadehaswi t
nessedt hedev elopmentofcompl ex,
mul t
if
arious, and
i
ntensi fi
edi nt
eractionsbetweenf i
rmsandt heircust omer sthroughsoci almedia
usage.Ont heonehand, f
ir
msar et aki
ngadv ant ageofsoci almedi apl atformsto
expandgeogr aphicr eachto, bol
sterbr andev al uations, andbuildcloser
connect ionswi t
hcust omer s.Ont heot herhand, customer sarei ncreasingly
empower edbysoci almediaandt akingcont r
ol oft hemar keti
ngcommuni cati
on
process, andt heyar ebecomi ngcr eators,collabor ators,andcomment atorsof
messages.Ast heroleofsoci almedi ahasgr adual lyevolvedfrom asi ngle
mar ketingtool t
ot hatofamar ketingintelli
gencesour ce(inwhichf i
rmscan
observ e,analyze,andpr edictcustomerbehav iors),ithasbecomei ncreasi ngly
i
mper ativeformar keterstost r
ategicall
yuseandl everagesocial medi ato
achiev ecompet iti
veadv antageandsuper iorper formance.

Despit
ewi despreadunder st
andingamongmar ketersoft heneedt oengage
customer sonsoci al
medi aplatf
orms,relati
vel
yf ewf ir
mshav epr oper
ly
str
ategizedthei
rsoci almediaappearanceandi nv olvement.Rather,f
ormost
compani es,t
heon- goingchall
engeisnott oini
tiatesocial medi
acampai gns,but
tocombi nesocialmedi awit
ht heirmarketi
ngst rategytoengagecust omersin
ordertobuildvaluableandlong-termrelati
onshipswi ththem .Howev er,
despit
e
thevastopportuni
ti
essocialmediaoff
ertocompanies,ther
eisnoclear
defi
nit
ionorcompr ehensi
veframeworktoguidetheint
egrat
ionofsocialmedi
a
withmarketi
ngst r
ategi
es,togainari
gorousunderst
andingofthenatureandr
ole
ofsocialmediamar ket
ingstr
ategi
es(SMMSs).

Althoughsomer evi
ewsf ocusi
ngont hesoci almedi aphenomenonar eav ail
abl
e,
todat e,
ani ntegrati
veevaluati
oneffortfocusingont hest r
ategi
cmar keting
perspect i
veofsoci almediaismissing.Thi si
spar tl
ybecauset hesocial media
l
iterat ur
el argelyderi
veselementsfrom wi delydisparat
ef i
elds,
suchasmar ket
ing,
management ,consumerpsy chol
ogy, andcomput ersci
ence.Mor eover ,
research
onSMMSsmai nl
ycov er
sv er
yspecifi
c, i
solat
ed, andscatteredaspects,whi ch
creat esconf usionandl i
mitsunderstandingoft hesubject.Furt
hermor e,research
deal sonl ytangential
lywithaconcept uali
zati
on, operat
ionali
zat
ion,and
categor izati
onofSMMSs, whichli
mi t
st heoryadv ancementandpr acti
ce
dev elopment

Toaddr essthesepr oblems,andalsotor espondtor epeatedpleasf

rom scholar
s
i
nt hefiel
dt oidenti
fyappropri
atestr
ategiest olev
eragesoci al
mediaintoday’s
changingmar ket
inglandscape,weaimt osy stemati
callyconsoli
dat
eandext end
theknowl edgeaccumul at
edfrom pr
eviousr esear
chonSMMSs.Speci fi
call
y,our
object
ivesar efiv
efold:

(
1)t
oclear
lydefi
neSMMSbyblendi
ngissuesder
ivedf
rom t
hesoci
almedi
aand
mar
ket
ingstr
ategyl
i
ter
atur
est
reams;

(2)t
oconceptual
i
zet hepr
ocessofdevel
opi
ngSMMSsandpr
ovi
deat
heor
eti
cal
underst
andi
ngofitsconst
it
uentpar
ts;

(
3)t
opr
ovi
deat
axonomyofSMMSsaccor
dingt
othei
rlev
elofst
rat
egi
cmat
uri
ty;

(4)toval
idatet
hepracti
calvalueofthi
st axonomyusi
nginf
ormat
ionder
ived
from pr
eviousempir
ical
studies,aswellasf r
om pr
imar
ydatacol
l
ecti
onamong
socialmediamarket
ingmanager s;and

(
5)t
odev
elopanagendaf
orpr
omi
singar
easoff
utur
eresear
chont
hesubj
ect
.
Ourst udymakest hreemaj orcont r
ibuti
onst ot hesoci al medi amarket ing
l
iterat ure.Fi rst,itoffer sadef initionandaconcept ual izationofSMMSt hathel p
alleviatedef initional deficiencyandi ncr
easeconcept ual clari
tyonthesubj ect.By
focusi ngont her oleofsoci al connect ednessandi nter actionsinresour ce
i
nt egr ation, west resst hei mpor tanceoft ransf ormi ngsoci almediai nter acti
ons
andnet wor ksi nt omar ketingr esour cestohel pachi ev especi fi
cstrategi cgoal s
fort hef irm.I nt hisr egar d,wepr ov i
det heor etical j
ust ificati
onofsoci al medi a
from ast r
at egi cmar keti
ngper spect i
ve.Second, usingcust omerengagementas
anov erar chingt heor y,wedev elopamodel concept ual izi
ngt heSMMS
dev elopment al process.Thr oughananal ysisofeachcomponentoft hispr ocess,
weemphasi zet herol eofi nsight sfrom bot hf i
rmsandcust omerstobet ter
under st andt hedy nami csofSMMSf ormulat ion.Weal sosuggestcer taint heori
es
tospeci ficallyexpl aint hepar ticul arroleplay edbyeachoft hesecomponent sin
dev elopi ngsoundSMMSs.Thi rd, wepr oposeat axonomyofSMMSsbasedon
theirlev el ofst rategi cmat urityt hatcanser v east hebasi sfordevelopi ngspeci fi
c
mar ket ingst rategyconcept sandmeasur ementscal eswi thinasocial medi a
cont ext.Weal soexpectt hist axonomyt opr ovidesoci almedi amar ket i
ng
pract i
t i
oner swi thf r
ui t
ful i
nsi ght sonwhyt osel ectandhowt ouseapar ticul
ar
SMMSi nor dert oachi ev esuper i
ormar ketingr esults.

WhatI
sTheScopeOfSoci
alMedi
aInI
ndi
a?

Thescopeofsoci almediainIndi
ai simmenseandincreasingr api
dly.I
tisthe
10thbiggesteconomyandal sohast he2ndlar
gestpopulationinthewor ld.A
surveyin2019,whichi
ncludesthet opbusi
nessesadmittedt hat15-20%oft hei
r
marketingbudgetisal
locat
edf orsocial
mediaadvert
isi
ng.Fr om that,i
tis
understoodtheimport
anceofsoci almediai
nbrandadv ert
ising.

Ther
ewi l
lnotbeanyper
sonwhodoesn’tknowwhatsoci
almedi
ais.I
sn’
tit
?But
manyindi
vidual
smaynotknowhowitisimport
anti
ndigi
tal
marketi
ngandhow
soci
almedi
amarketi
ngcanenhancecar
eergrowth.BasedontheStati
sti
cs
anal
ysi
siti
sbeenfoundthatt
henumberofusersofthesoci
alnet
workinIndi
a
wil
lbe258.
27mill
i
on.Iti
sadrast
icri
sefr
om approxi
mately168mil
li
onusersin
2016.

Indi
ai sencount eringdev elopmenti nthenumberofmobi leuser s;regar dl
essit
containsjust16per centofthenat i
on’saggr egatepopulacewi t
haccesst ot he
web.I nadditi
on, itisassessedt hatI ndia’swebclientswil
l endupnot i
ceablythe
world’sbiggestwebbase, afterChi naandt heUS.
Assmar tphonesandi nt
ernetdev elopint henati
on, moreor ganizationswi l
l
concent r
ateongi vingaconsi stentshopperi nvolvementwi thpr omoof fer
s,
mobi l
eupdat es, event sandcont ent sbasedont heconductandi nterests.
Mor eover,withtheascentofWhat sAppandFacebookf oror ganizations,brands
will
concent rateonaddi ti
onallyimpr ovingthei
radv ert
isi
ngef fortstospeakwi th
cli
entsspeci f
icallywher etheyar edest inedtobedi scoveredi .
e.ont hei
r
smar tphones.

Thenor malI
ndianspendsov er28hoursoftheweekonl i
ne,whichi
sacauseof
i
mmedi ateaccesstoawor l
dofdataandmedi areadil
yavail
abl
e.Foruti
li
zi
ngt he
webfordiff
erentpurposesinli
fe,
Indianswil
lkeeponr el
yi
ngmor eonDigital
mediumst osearchforit
emsandassoci atewit
hbr andsontheweb.Wi t
hthe
devel
opingrequir
ementf orvi
suali
nformati
on,brandswill
keeponr el
yi
ngon
recor
dingsandpictureswhichatt
ractthepopulat
ion.

SocialMedi aMar keti

ngusesApps, Smar tphones,Email,
Comput ers,andSocial
Networ kst oassoci ateandmar ketamessaget othei
rpotentialorexisti
ngcli
ents.
Asmor eI ndiansinterf
acewi theachot herthroughsocialstages,brandswi l
luse
thesest agest or ecountstories,cat
ch
consider ati
onandatl ast,pit
cht hei
rpr oductsorservi
cest oindivi
duals.From
cult
ureanddeci sionstogenderandor i
entati
on,thekeypar tsofmar keti
nga
brandorabusi nesswi ll
keeponev olvingdigital
l
yinli
euoft hepr esent
cir
cumst ancesandf utureindustryt
r ends.

ThereisnolackofTV, Radio,OutdoorandPr i
ntMarketi
ngandAdv erti
singi n
Indi
aandi ti
smor eimprobablethatthesecustomarymedi umswi l
lgoter minat
ed
atanypointinthenearfuture.Thescopeofsocialmediamar keti
nginIndi awil
l
keeponbenef i
tti
ngfrom t
hei nnovati
ve,f
inanci
alandsocialchangesint henati
on
andIndianorgani
zati
onsshoul dhaveast rongmarketi
ngmet hodologysetupt o
recei
vemaximum benef i
ts.
WhyI
sSoci
alMedi
aMar
ket
ingAMustForEv
eryCompany
?

 Internet,InternetEvery
wher e!!
Asperst atist
icsforthey earsstart
ingf r
om 1993t i
l
l 2015,i
nter
netusage
byt hewor l
dpopul at
ionhasbeent remendousl yi
ncreasedandnow40%of
thepopul ationi susi
ngt heinternet
.i.e.,
3.42bil
li
onuser s.
Itwasl esst han2%oft hewor ldpopul at
ionin1995.Thusbasedont hese
statist
ics, i
tisacompel lingstatementt hatthescopeofsocialmedia
mar ketingIndi awil
lhaveabr i
ghtfutureinthecomi ngyears.
  AudienceTar geti
ng
Tradi
ti
onal marketi
ngwasnotabl et otar
getaspecif
icaudiencewi th
demogr aphi
csanddet ail
s.Doy ouagreewiththi
s?Defi
nit
ely,yes.The
marketi
ngofanypr oductaimedatmassmar ket
ingear
li
er.Butt odaywit
h
theemer gi
ngt r
endsofdi gi
talmarketi
ng,t
herearesomanyper sonali
zed
methodst otargettheaudience.

 SmartphonesEra
Ever
yday ,mobi
lephoneusersareincr
easingandaspert hereportby
2019,thenumberofmobilephoneuserswi l
lbe5.07bill
ion.Thisyeari
tis
4.
77billi
onusersworl
dwide.Checkthedif
ferencewi t
hintwoy ears!
!And
mostoft hemobil
ephonesnowar esmartphonest hatall
owcust omersto
getconnectedwit
hthebusinessanywhereandany ti
me.

 HighROIwi t
hLessCost
Socialmediamar ketingi saplat
formt hatprovi
deshighROIwi t
hv eryl
ess
i
nv estment.Thi
siswhymanysmal landmedi um scaleor
ganizati
onsrely
onsoci al
medi aforthei rmarket
ingmet hods.
“SocialMediaMar keting( SMM)referstoprocessesthatfocussocial
networksandappl icationstopubli
cizebrandawar enessortopromot e
specifi
cproducts”.

Masl ow’ sHierar

chyofNeedsMasl ow'shierar chyofneedsi satheoryin
psychol ogyproposedbyAbr aham Masl owi nhi s1943paper" ATheoryofHuman
Mot i
vat i
on"inPsy chol
ogi calReview.Accor dingt oMasl ow'sHier
archyofNeeds,
al
l i
ndi v
idualsaremot ivatedbyunsat i
sfi
edneeds, andwhencer t
ainofthese
l
owerneedsar esatisf
iedt henthei ndivi
dualmov estosati
sfyi
nghisnextlevel
of
higherneeds.Masl owpr oposedast epwisef ramewor kshowingforhowpeople
categor i
zetheirneeds, f
rom t hemostbasi cneedssuchasf oodandwat ert
othe
needt osat i
sfytheiregoandt heirself
.Thef irstort helowermoststepisthe
psychol ogi
calneedf oll
owedbyneedf orsafety ,needforbelongi
ng,needfor
prestigeandt henaneedf orself
-actuali
sati
on.
 Fi
gur
e5

1.Physi
ologicalNeeds
Physi
ologicalneedsaretheverybasi
cneedsrequiredtosustai
nli
fe,
suchasai
r,
water
,food, andsleep.Accor
dingtot
histheor
y,higherneedssuchassoci
al
needsandest eem arenotfel
tunti
lonehasmett hebasicbodil
yneeds.

2.Safet
yNeeds
Onceone’ sthephy si
ological
needsar emet, t
hei ndivi
dualwouldmov eto
sati
sfyi
ngt henextneedf orsafetyandsecur i
ty.Safetyneedsar epsychol
ogi
cal
needswhi chrequirel
ivinginasaf esurr
ounding,jobsecur i
ty,
financi
alsecur
it
y,
andmedi cal,i
nsurance.Thet heorystat
esthatunl esstheindiv
idualdoesnotfeel
secure,
hewoul dnotmov ehi
sat t
enti
ont othenextl evelofneeds.

3.NeedtoBelong
Onceani ndi
vi
dualf
eelssati
sfi
edwiththephysiol
ogicalandsafetyneeds,hi
s
att
enti
onmov esinsati
sfyi
nghisnextl
evelofsocialneed.Mani sasocial
animal
andheneedst obel
ongt oagroup,whi
chincludefri
ends,famil
y,workgroup,
soci
algroupsandrel
igiousgr
oups.Theneedt obeloved,respectedandaccept
ed
becomesv er
yimportantathi
slevel
.

4.Prest
igeneeds
Onceani ndiv
idualsat
isf
ieshisneedforasenseofbelonging,t
heneedf or
esteem becomesimpor t
ant.I
nternal
self
-est
eem needscanbedescr ibedasself
-
respect
,needt obeappreci
atedandv al
uedandexternalesteem canbesocial
stat
usandrecogni
ti
onwhi chr
esul
tsf
rom t
heat
tent
ionandrecogni
ti
ont
hat
comesfrom ot
hersbecauseofsomeexper
ti
seandcompetence.

5.Self-
Actuali
zation
Sel
f -
actual
izationisthepi
nnacleofMasl ow’sHier
archyofNeeds.Theneedf or
sel
factuali
zationsiswhenani ndiv
idualyearnstoreachhisfull
potent i
alasa
person.Unlikeotherneeds,anindivi
dualisneverf
ullysati
sfi
edwi t
ht hi
sneed.
Thereisalway sacr avi
ngtogrowhi gherandhigher.Accordi
ngt oMasl ow,onlya
smallpercentageoft hepopulat
ionreachest hel
evelofself-
actual
izati
on.

Fact
orsAf
fect
ingConsumerBehav
iour

 Cul
turalFactors:
Cult
ureisthepartofever
ysociet
ywhichinf
luencesthe
i
ndiv
idual’swantsandbehaviour
.Eachcult
urecontai
nsdif
fer
entgroups
et
c.Thei nfl
uenceofcul
tureonbuy i
ngbehavi
ourvari
esfr
om countryt
o
 count
ry.

 SocialFactors:
Social
fact
orsal
soimpactt
hebuyi
ngbehaviourof
consumer s.Theimport
antsoci
alf
act
orsar
e:r
efer
encegroups,fami
l
y,r
ole
andstatus.

 Per
sonalFactor
s:Theimportantpersonalf
actorst
hatinf
luencethe
buy
ingbehavi
ourare:
li
fest
yle,economi csi
tuat
ion,
occupati
on,age,
i
ncome,quali
fi
cati
on,
personali
tyself-
concept.

 Psychol
ogi
calFactor
s:Fact
orsl
i
kepercept
ion,moti
vati
on,
lear
ning,
bel
i
efsandatti
tudesaff
ectt
heconsumerbuyingbehav
iour
.

 Lifest
yleFactors:Li
fest
ylei
sani ndi
catorofhowpeopl eli
veandexpr ess
themsel v
esont hebasisoftheiractivi
ti
es,int
erest
s,andopi nions.
Lif
estyledimensionsprovi
deabr oaderviewofpeopl eabouthowt hey
spendt heirt
ime,theimport
anceoft hi
ngsi nthei
rsurroundings,andtheir
belief
sonbr oadissuesassociatedwi t
hlifeandlivi
ngandt hemsel ves.

ConsumerDeci
sionMaki
ngPr
ocess

Accordi
ngtoReason( 1990)
,decisi
on-
maki
ngcanber egar
dedas“ themental
pr
ocesses,result
ing i
nt he sel
ecti
on ofa cour
se ofaction among sev
eral
al
ternat
ivescenari
osthusev erysingl
edeci
sion-
makingprocessproducesan
output ,whichcanei therbeanact ionoranopi ni
onofchoi ce.Purchasedecision-
maki ngcanbeassumedt obear easoni
ngoremot ionalprocesswhi chcanbe
rati
onal or i r
rat
ional . Many consumer deci sions maki ng model s wer e
concept uali
sed by di ffer
ent resear
chers. Engel,Bl ackwell
,Mi niard Model
(Former lyEkbModel ).Amodeloft hedeci
sionmaki ngpr ocesswasdev elopedby
Engel ,Koll
at,andBl ackwel li
n1968andI twasnamedt heEKBmodel .TheEKB
modeli sacompr ehensi v
emodelt hatshowst hecomponent sofconsumer
decisionmaki ngandt herelat
ionshi
psandi nter
actionsamongt hem.Ther ear e
fi
vest agesoft hedeci sionprocesswhichincl
udes:

Needsorpr
obl
em r
ecogni
ti
on

1.I
nfor
mat
ionsear
ch

2.Al
ter
nat
iveev
aluat
ion

3.Pur
chaseDeci
sion

4. PostPur
chaseEv
aluat
ion

MACROASPECT

ENVI
RONMENTALI
NFLUENCES
 Fi
gur
e5

MacroAspectsincludeal l
theexternalenvi
ronment alfact
orsthataf f
ect sthe
consumerdecisionmaki ngprocess.Themacr o-envir
onmenti ncludest hose
thi
ngsthatmayi mpactsmal lbusinessesbutwhi chareoutsideoft heircontr
ol.I
t
i
sthelarger
,externalenvir
onmentwi thinwhichbusinessesoper atefrom an
i
ndustr
yoreconomi cstandpoint
.Allthefactor
sar ediscussedbel ow.

Cult
uralInfl
uences
Iti
sdefinedasacompl exsum t otal ofknowl edge,beli
ef,tr
aditi
ons,customs, art
,
morallaworanyot herhabitacqui redbypeopl easmember sofsociety.Our
consumerbehav iourthatist hethingswebuyar einf
luencedbyourbackgr ound
orcult
ure.Diff
erentemphasi sisgiv enbydi fferentcult
uresforthebuy i
ng, use,
anddisposingofpr oducts.Peopl ei nSout hIndiahav eacer t
ainstyl
eof
consumpt i
onoff ood,clothi
ng, sav i
ngs, etc.Thisdiffer
sf r
om thepeopl einthe
NorthofIndia.Dif
ferentculturesandhabi t
sar epredomi nantindif
ferentpartsof
theworld.Japanesehav eadi f
ferentcul turefrom thatofUSA, EnglandorAr abian
countr
ies.Therefore,i
nconsumerbehav iourcul t
ureplaysav eryimportantpart.

Subcult
uralInf luences
Withinacultur e,therearemanygroupsorsegment sofpeoplewithdisti
nct
customs,tradi ti
onsandbehav iour
.Int
heI ndi
ancul t
ureit
sel
f,wehav emany
subcult
ures,thecul tur
eoftheSouth,t
heNor th,EastandtheWest .Hinducul
tur
e,
Muslim cul
tur e,Hi ndusoftheSouthdi
fferincultur
efrom t
heHi ndusoftheNorth
andsoon.Pr oduct saredesi
gnedtosuitatargetgroupofcustomer swhichhave
si
mi l
arcult
ur al backgroundandarehomogeneousi nmanyr espects.

Soci
alClass
Bysoci
al cl
assweref
ert
othegroupofpeopl
ewhoshareequalposit
ionsina
soci
ety
.Socialcl
assi
sdefi
nedbypar
ametersl
ikei
ncome,educat
ion,occupat
ion,
etc.Wi t
hinasoci
al cl
ass,peopleshar
et hesamev aluesandbel i
efsandtendt
o
purchasesimil
arkindsofpr oduct
s.Theirchoi
ceofr esidence,
typeofholi
day,
entertai
nment,l
eisureall
seem tobeal i
ke.Theknowl edgeofsocialcl
assand
theirconsumerbehav i
ourisofgreatval
uet oamar keter.

Socialgroupinf
luences
Agr oupisacollecti
onofindivi
dualswhoshar esomeconsumerr el
ati
onshi
p,
atti
tudesandhav ethesamei nter
est.Suchgroupsareprev alentinsoci
eti
es.
Thesegr oupscouldbepr i
mar ywhereint
eracti
ontakesplacef requentl
yand,
consistsoffamilygroups.Thesegroupshaveal otofi
nteract i
onamongst
themsel v
esandar ewellknit
.Secondarygroupsareacollectionofindivi
dual
s
wher erel
ati
onshipismor eformalandlesspersonali
nnat ure.

Thesecoul dbepol i
ti
calgroups,
wor kgr oupandst udygr oups, servi
ce
organisati
onsliketheLions,Rot
ary,etc.Thebehav iourofagr oupi sinf
luencedby
othermemberoft hegroup.Anindividualcanbeamemberofv ari
ousgr oupsand
canhav ev ari
edinfl
uencesbydiff
erentmember sofgr oupsi nhi sconsumpt i
on
behaviour.Anindivi
dualcanbeanexecut iv
einacompany ,canbeamemberofa
poli
ti
cal part
y.Hemaybeamemberofaser v
iceorgani sati
onandof
entert
ainmentcl ubsandstudycir
cles.Theseexer tdifferentinfluencesonhi s
consumpt ion.

Fami l
yI nfluences
Ashasal r
eadybeensai d,thefami l
yisthemosti mpor tantofthepr i
mar ygr oup
andi st hest r
ongestsour ceofi nfl
uenceonconsumerbehav i
our.Thef amily
tradi
tionandcust omsar elearntbychildren, andtheyimbi bemanybehav ioural
patternsf rom t heirfamilymember s,bothconsci ouslyandunconsci ousl
y.These
behav iourpat ternsbecomeapar tofchil
dr en’sl
ives.Inaj oi
ntfamily,many
decisionsar ejointlymadewhi chalsoleav eani mpr essionont hemember soft he
family.
Theseday st hest r
uctureoft hefami l
yischangi ngandpeopl earegoi nginmor e
fornucl eusf ami li
eswhi chconsi stsofpar ent,anddependentchi ldren.Theot her
typeoff ami l
yist hejointfami l
ywher emot her,f
ather,grandparentsandr elati
ves
alsolivingt oget her.

PersonalI nfl
uences
Eachi ndivi
dual processesthei nfor mationreceivedindifferentway sand
evaluatest heproductsi nhisownper sonalway .Thisi
si r
r espectiv
eoft he
i
nfluenceoft hefami l
y,socialclass, cul
turalheri
tage,etc.Hi sownper sonali
ty
ul
timat el
yi nfl
uenceshi sdecision.Hecanhav ehispersonal reasonsforli
kes,
di
slikes,price,convenienceorst atus.Somei ndividual
smayl aygreat
eremphasis
onpr i
ce, othersonqual it
y,sti
llot hersonst atus,symbol,conv eni
enceofthe
product ,
etc.Per sonalinfl
uencesgoal ongwayi nthepur chaseofapr oduct
.
Otherinfluences
Consumer sarealsoinfluencedbynat ional orregionaleventswhi chcouldbelike
theAsia, t
heOl y
mpi cs,crickett estmat ches, Worl
dCup, thewaroracal amity
.
Thesel eavepermanentort empor aryimpr essionsont hemi ndoft heconsumer
andaf fecthisbehaviour.Int heseev ents,pr oduct
sar eadv ert
isedandsomet i
mes
theuseofapr oductlikedr ugs, etc.i
sdi scouraged.Peopl eareur gedtoadopt
familyplanningmet hods.Si tuationvariablessuchaspr oductdi spl
ay,pr
ice
reducti
on, fr
eegiftsandat t
ractiveoffersal soinfl
uenceconsumerbehav i
our.
Externalfactor
scannotaf fectt hedecisionpr ocessdirectlybut,thesear
ealso
i
nstrument alandexer tani nfluenceonconsumerbehav iour.

MI
CROASPECT

Themi croaspect,asthenamesuggest s, i
stheimmedi ateenv i
ronmentthat
i
mpact sabusi ness.Themi croenvironmentincludesconsiderationsrel
atedto
suppl
iers,cust
omer sandl ocalstakeholders,
includi
nglocalgov ernment
agenciesorregulator
ybodi es.Themi cr
oenv ir
onmentcangener al
lybe
consi
der edthelocalenvi
ronmentwher ethebusinessoper atesandt hebusiness
owneri sli
kel
yt obesomewhatawar eoftheimpact sthattheyar efacedwith.

•Thepsychol
ogyofhowconsumersthi
nk,
feel,
reason,andsel
ectbet
ween
di
ffer
ental
ter
nat
ives(
e.g.
,br
ands,
product
s,andretai
ler
s);

•Thepsy chol
ogyofhowtheconsumeri
sinf
luencedbyhi
sorherenv
ironment
(
e.g.
,cul
ture,f
amil
y,si
gns,
media);

•Thebehaviourofconsumerswhil
eshoppingormaki
ngot
hermar
ket
ing
deci
sionsov
ertheinfl
uenceofSoci
almedia;

•Howconsumermoti
vat
ionanddeci
sionstr
ategi
esdif
ferbetweenpr
oduct
sthat
di
ff
eri
ntheirl
evel
ofi
mportanceori
nter
estt
hattheyentai
lfort
heconsumer
;and

•Howmarketer
scanadaptandimprov
etheirsoci
almedi
amar ket
ingcampai
gns
andmar
ket
ingstrat
egi
est
omor eeff
ecti
vel
yreachtheconsumer.

CHAPTER–I
V:RESEARCHMETHODOLOGY

RESEARCHDESI
GN
Ther esearchdesi gnisDescr ipt
ivei
nnat ur
e.Theresearchdesi gni sablueprint
forfulf
il
lingtheobj ectives&answer i
ngthequestions.Selecti
ngt heresearch
designiscompl i
cat edduet oavail
abil
it
yoflargevari
etyofmet hods,techniques,
procedur es,pr
otocol andsampl ingplans.Sotounderstandanddescr ibethe
currentmar ketphenomenaf orAwarenessandgrowt hofdi gi
talmar keti
ng
amongt heConsumer s,DESCRIPTIVERESEARCHDESI GNhasbeenappl i
edi n
Quant i
ti
esr esearch.Int hat
CROSSSECTI ONALSTUDYhasbeenappl i
ed,asunit
sar emeasur edfrom a
sampl eoft hepopul ation.

Thischapterout
li
nestheresearchmet hodusedforthisst
udy,
whichincludes
datacoll
ecti
on,sampl
eselection,scalesandcont ent
sofquesti
onnai
re,
processi
ngofdataandfinall
yinterpretati
onofthedata.Thest
udyembr aces
bothquali
tati
veandquanti
tati
v eresearchapproaches.

Sour
cesofDat
a

Pri
maryData
Thedat
awhichiscollect
edfr
om fi
rst
-handexperi
enceisknownaspri
mar ydat
a.
Thi
sdataser
vesast hemainsour
ceofdat aforanyresear
chbasedpr
ojectwork.
Thedat
acanbecollectedinmanyway sasment i
onedbelow:

1Quest
ionnair
es
2Per
sonalVisit
,et
c.

Secondar
yData
Secondar
ydataconsi
stofpubli
shedmat er
ial
,oranyotherr
eferencemat eri
al
whichcanbeusefuli
nthepart
icul
arproj
ect.Thesourceofsecondar ydataare
manysuchas,Researchpaper
,int
ernet
.Inoursurvey
, wehavecollected
i
nformati
onfr
om websites

Col
lect
ionMethod
Thedatacol
l
ecti
onmet
hodusedi
nthi
sresear
chi
ssur
veymet
hod.Her
ethedat
a
ar
esy stemat
ical
lyrecordedf r
om therespondent
s.Facetofaceinfor
mal
i
ntervi
ewswer edonef ordatacoll
ecti
on.Attheendofthequestionnai
rethe
vi
sit
ingcardofrespectiverespondentwastakenforref
erencepurpose.
Questi
onnair
eisbeenusedasf or
m ofresearchi
nstr
umentanditisthe
i
ntervi
ewerAdmi ni
ster
ed.

Sample
Oursampl
eisf
rom Bhubaneswarregi
on.Wehaveconductedasur
veyof
100sampl
estoknowtheawar enessandper
cept
ionofSocial
MediaMar
ket
ing.

Sampli
ngMet hod
I
nourstudy,wehadusedjudgment
alsampl
i
ngmet
hodasoursampl
ewas
deci
ded
onthebasi
soft wocr
it
eri
a.

 Samplesel
ectedmustbef r
om geogr
aphi
cal
areaof
bhuwaneswarteenagegi
rl
s

 Samplemusthav ei
ndust
ri
albusi
ness&doi
ngmar
ket
ingoft
hei
r
product&ser
vices.

DataColl
ecti
onI nst
rument
Datacol
lect
ionwasdonei nt wost ages:i
nthefir
stst
ageapi l
otsur
veywas
conduct
edtoascer t
aintheresearchparamet er
sandtotesttheval
i
dit
yand
rel
i
abil
it
yoftheinstrumentsusedi nthestudy.I
nthesecondstagethepr
imar
y
datawascollect
edusingthef ol
lowinginstr
umentsinthestudy.

1)Questi
onnai
res
2)Int
ervi
ews
Forthecoll
ect
ionofdat
awehav
eusedSt
ruct
uredQuest
ionnai
re.

Stat
isti
calToolsusedf oranalysi
s
Thedatacol l
ectedwit
hhel pofthequestionnai
rewasanal yzedwiththehelpof
thestati
sti
calpackageSPSS20andMSExcel 2016.Themeanscor esarr
ived
wereanalysedusingvariousstati
sti
calt
ools,totestt
her esear
chhy pot
hesis.
Stat
isti
calpercent
age,Arit
hmet i
cmean, StandardDeviat
ion,Range,Corel
ation,
ChiSquaretest,ztest
,Anov aandLinearRegression.

Li
mitati
onsofStudy
OurStudywasli
mitedt
oBhubaneswaronl
y.
CHAPTER–V:ANALYSI
S,FI
NDI
NGSANDDI
SCUSSI
ONS

RESPONSES

1.Doy outhinksocialmedi
aisthemostsoughtaf
termethodadoptedby
ent
repreneurs’youngandoldint
hefi
eldofmarketi
ng,
advert
isi
ng,br
and
bui
lding,promotions?

Opt
ions NoofResponses Per
cenr
age
Yes 81 90%
No 9 10%

Socialmedi ahastakenoverthewor ldi

nev erysense.I nt hefi
eldof
mar keti
ng,adv er
tisi
ng,
brandbuil
ding,promot i
onssoci almediaisthemost
soughtaf termet hodadoptedbyent r
epreneurs’youngandol d.90%people
agreewi t
hi tbut10%ofthem sti
l
l beli
eveinthetradit
ional wayofmarket
ing.
2.Whi chist hemosteff
ecti
vesolutionforbrandpromot i
on?
Opti
on NoofResponses Per
cent
age
Soci
alMedi
a 66 73%
Pri
ntMedi
a 24 27%

Mar i
eSwi ftsuggeststhatpl
acinganadv ert
isementi
ntheprintmedi aisnotthe
bestsolutionforbrandpr omotion.Thepr oblem wi
thtradi
tionalmass
adverti
singaccor di
ngt oMar i
ei sthat,
thesemedi aappealt
oawi derangeof
peoplewhomaynotev enbeinterestedtoknowwhowear e.73%oft hepeople
agreewit hitwhil
erestissti
ll
thinkingprintmediahasitsownsi gni
fi
cances.
Someonesai d“ pri
ntmedi aist heonl ymedi awhichhast hehi ghestr
each
asitisreadbyt heoldandy oungpopul ation.”

3.Doyouthinksoci
almedi
amar
ket
ingwi
l
lhel
pthef
ir
mst
ofi
ndt
hei
r
pot
ent
ialcustomers?
Opt
ions Noofr
esponses Per
cent
age
Yes 63 70%
Maybe 9 20%
No 18 10%

Promot i
onsandbr andbuildi
ngmustbedonewi t
hpeoplewhom wet hinkare
potenti
alcust omer sforourbusiness.Thiscanbeachievedbychannel i
zinga
greaterpartofpromot ionandadv er
ti
singbudgetforactiv
iti
essuchas
networking,volunteeri
ng,hostingev entsandsoon.Outoft hesemet hods,
networkingisthebestt hatsuit
st heneedoft heti
me.Wi t
hthet echnological
advancement sintoday ’sworl
d,iti sfair
lyeasytobeconnect edwiththe
outsi
dewor l
dwi t
ht hehelpofsoci al
networki
ngsites.Yes,mostoft hepeopl e
agreewi t
hit.

4.Whi
chsoci
alnet
wor
kingsi
tear
eyoumostf
ami
l
iarwi
th?
Opti
ons NoofResponses Per
cent
age
Li
nkeIn 18 20%
Facebook 24 27%
Twitt
er 6 7%
Youtube 15 17%
MySpace 3 3%
Mostoftheabov
e 24 27%

Intoday’
swor l
dtherearemanysocialnetwor
kingsiteswhicharehelpfulfor
themassmar ket
ing.Theobj
ecti
veoft hi
squestionwastof i
ndthewebsi t
e
whichi sthemostpopul arone.Mostofthepeoplearefamil
iarwi
thFacebook,
LinkedI
nt henYouTube.Manyofthem arefamil
iarwit
hmostofthesocial
networki
ngsites.

5.Doyout hi
nkt
her
elat
ivecosti
smuchl
esserascompar
edwi
tht
radi
ti
onal
adver
ti
sing?’
Opt
ions NoofResponses Per
cent
age
Yes 51 57%
No 24 27%
Maybe 15 17%

Morethan50%peopl et
hinkr el
ati
vecostismuchlesserascomparedwith
t
radi
ti
onaladverti
singwhilemor el
essthan30%thi
nkitisnot
.Thest udi
essay
t
hatther el
ati
vecosti slesserascompar edt
hesoci
almedi
amarketi
ngwith
t
radi
ti
onaladvert
isi
ng.

6.I
ssoci
almedi
ahel
pful
forB2Bf
ir
msi
ngener
ati
ngnewsal
es/
cli
ent
s?
Opti
on NoofResponse Per
cent
age
Yes 57 63%
No 15 17%
Dependsonhowr
eput
edt
hef
ir
m 18 20%
i
s

Soci
almedi
ahelpful
forbot
hB2BandB2Cf ir
msi ngenerat
ingnewsales/
cli
ents.
63%ofthepeopl
eagreewit
hit.Whi
leother
st hi
nkinB2B ev ery
thi
ngi staken
pl
aceinaf or
malwaysoi t
’snotpossi
blet
ogeneratenewsalesthr
oughthe
soci
almedi
a.

7.“
Soci
almedi
acanbeef
fect
ivel
yusedf
orv
ari
ousB2Ccl
i
ent
stoi
ncr
easesal
es.
”
Doyouagr
ee?
Opt
ion NoofResponse Per
cent
age
Yes 63 70%
No 9 10%
Par
ti
all
y 18 20%

70%ofthepeopl
eagreewi
ththisbecausemostofthepeopl
ear
efami
l
iarwi
th
soci
alnet
worki
ngsi
tesandtheyfr
equentl
yvi
sitt
hesesit
es.

8.Whichonedoy
out
hinki
sthemostef
fect
ivesoci
alnet
wor
kingsi
tef
oronl
i
ne
marketi
ng?
Opti
ons Noofr
esponses Per
cent
age
Li
nkedIn 21 23%
Facebook 60 67%
Twitt
er 9 10%

I
tshowst hatmostofthepeoplear ef amili
arwi t
hFacebooki ncompari
son
wit
hot hersit
eslikeTwit
terandLinkedIn.Cabprovider
slikeOlaCabsandTaxi
ForSur
ear emoreactiv
ei nTwitt
erthanf acebook.Soitdependsondif
fer
ent
i
ndustr
ies.

9.Doyoufol
l
owy ourfav
our
it
ebr
andsonsoci
alnet
wor
kingsi
tesl
i
keFacebook,
twi
tt
erandLi
nkedIn?
Opt
ions NoofResponse Per
cent
age
Yes 78 87%
No 12 13%

70%ofthepeopl
eagreewi
ththisbecausemostofthepeopl
ear
efami
l
iarwi
th
soci
alnet
worki
ngsi
tesandtheyfr
equentl
yvi
sitt
hesesit
es.

10.I
fyes,
whydoy
ouf
oll
owt
hem?
Opt
ions Noof Per
cent
age
Response
Justbecauseyouli
kethosebrand 24 27%
You’r
everykeentoknowaboutt heirnew 51 57%
off
eri
ngs
Toknowhowwel l
theyareinmar keti
ng 15 17%

27%ofpeopl
efoll
owtheirf
avouri
tebrandsj
ustbecauseyoul
ikethosebrands.
57%arever
ykeentoknowaboutt hei
rnewoffer
ingswhil
e17%fol
l
owt oknow
howwellt
heyarei
nmar ket
ing.
Di
scussi
ononFi
ndi
ngs

Basedont heanal y sisiti sf oundt hatt her ei sasetpat t

er ninfluencingt het eens
ofdi f
ferentr egions.I nor derofi mpor tance,i ti st het eenf r
om EastofI ndi awho
seem t obemaj orl
yi mpact edbyPer cept ionVal ue,Soci alVal ueandMar keting
Mi xfact ors.Thedi scussi onswi tht hel eadingl uxur yMar ketershav ev al i
dat ed
thesef indi ngs.Accor dingt ot hem,posti ndependence,t hepeopl eint heeast
spentt hei rlivesi nast ateofdepr ivation,i nspi t
eofpossessi nghuget radi tional
weal t
h.Thepr evalenceofcommuni sm andt hephi losophyof‘ hight hinki ngand
simplel iving’madet hisr egi onv eryt olerant .Butnow t hisi schangi ngv er yf ast,
therei sar adicalshi ftint heat t
it
udet owar dsspendi ngonl uxury .Wi thhi gh
l
iteracyandawar eness,t hey oungwor kingcl asshasst art
edf eeli
ngt hatt hey
needt obet tert heirst andar dofl iving.Wi t
ht hedesi resoar i
nghi gh,andt he
changedmi ndsetoft henewergener ation, therei saf il
l
ipi nthel uxurymar ket.As
theyar ei nt henascentr ecov eryi nthel uxur ymar ket ,t
hisr egioni scomi ngback
withav engeance.They out har eoutt omakeast atementt hatt heyhav e‘ ar r
iv ed’
Eveni nt heci tiesofbhuwaneswar ,t herear esi gnsofposi t
iveat tit
udet owar ds
l
uxur yandsoci almedi ai nfluence.Thi si sbecause;t henor t
heasti sal sov er y
hungr yt oi mpr ov et heirst andar dofl i
ving.They out hher ear ehi ghlyeducat ed,
whohav et akenupj obsi nci tiesl i
keMumbai ,Kol kata,Del hiandal lthemoneyi s
remi t
tedbackt ot heirst ate,l eadingt oconsi der ablei ncreasei nspendi ngon
l
uxur ythr oughsoci al medi amar keti
ng.
CHAPTER–VI
:CONCLUSI
ONSANDRECOMMENDATI
ONS

CONCLUSI
ON

Socialmedi aiswor kingmor easa sear ch enginethese day sbecause peopl e

trustpeoplerathertrusti
ngcompani es.Alsopeoplethinkt hati twoul dbecheaper
tobuyf rom thepeopl edirectlyr
at herthangoingt othecompanywebsi te.Hence,
anar eaofinterestis sear chedona soci almedi a and concer ned peopl e are
found and communi cated wi th.Soci almedi amar ketingcr eatesaposi ti
ve
effecton many busi ness mar ket s such as financiali nstitutions,t raveland
tourism busi nesses, r et
ail businesses, knowl edge businesses,
entertai
nment i ndustry,and so on.Si nce the process of soci al medi a
mar keti
ng saves money ,t i
me and i shighl
y engagingand i nteresting social
medi amar keti
ngseemst obet henextbi gthingt ohi tt hewor l
dasawhol e.

Oneoft he biggest adv antages ofsoci almedia mar ket

ing as opposed t o
tr
aditi
onaladv erti
singi
st hatpotenti
alcustomerscanbepr eciselytarget
ed.For
example,inFacebook, i
fa per sonspeci esthathisar ea ofi nteresti sint
eri
or
designi
ng;hishomepage woul d hav eadvert
isement sofi nteri
ordesigner
son
i
t.Thus,i tdoesn’ t seem t o be a hassl ef ort hecust omerbecauset hey
woulddefini
tel
ywantt oseet hoseadv erti
sements.Asf ort he busi nessowner,
he/sheneedstopayonl yifa personclicksonhi s/heradv er t
isements.Thusi t
i
sawi n-winsi
t uati
onforbot hthebusi
nessownerandt hecust omer .

Similarl
ysmal lbusi
nessst art
-upsshould uti
li
ze the endless opportunit
ies
providedbysoci almedi asitessuchasFacebook,Twi tterandLinkedIn.The
biggestadv antage f
orsmal lbusi
nessstar
t-ups i
sthattheamountofmoney
to bespenton adv ert
isementscan bemassi vel
ycutdownandbr andbuilding
canbedone ef f
ect
ivel
y.Asi nLinkedI
nwhichi scust
omi sabl
e,morethanone
productsbeingsoldbyt he same companycanal so be mar ket
ed.Thiswor ks
perfectl
yforB2Bcl i
entswhocat erto morethanone productf r
om the same
verti
cals.
Infactsocial
medi asitesthemsel vesarechangingataf astpacet okeepup
witht hemarketi
ngt rendthatispresenttoday.ThoughLi nkedInwas startedfor
professi
onalnetwor ki
ng,i t has added much f unct
ional i
tyrecentl
y whi ch
makes i t an at tr
acti
ve pl atformforbusiness dev el
opment. Likewise
alt
hough Facebook i s considered as a medi um f orper sonalspace,itis
changingatar apidpacet ocat ert otheneedsofbusi nessesaswel l.Mor e
compani esaretry
ingt omarketthei rpr
oductsthr
oughFacebook.Twi tt
erisleast
preferr
edsocial
net worki
ngwebsi teusedforbusinessdev elopment.

The mai n reasonf or thi

s i s thatTwi tt
erismor edemandi ngintermsof
frequenttweetsandmor et i
meshoul dbespentoni tt
or espondt ocustomer
quer i
es.Howev er,Twit
terisalsochangi ngto cat erto busi nessdevelopment
needs.Mar keti
ngWeek ( 2012) reportst hat Twi tt
er now pr ov
ides vari
ous
toolsf orgaugingt heimpactofpr omot edtweets.Now br andswhowantt o
adv er
tiseonTwi t
tercancustomiset heiradvert
isement sont hebasi sofwhat
i
s wor ki
ng fort hem.Thus al lpopul arsit
esar eintomar ketinganditcanbe
seenas a good si gn ofopeni ng the hori
zons f ora newwayofmar keti
ng
whi chcheaper,gr
eenerandmor eeff
ective.
SUGGESTI
ONS

From thisrepor titcanbeconcl udedt hatsocialmedi apr esencei sinev i

tablein
the comi ngyear s.Notonl yt
hatsoci almedi aisusef ulas a mar keti
ng t ool
,it
hasbecomet he or deroft hedayt obepr esentinsoci almedi a.Ther eforet hi
s
reportrecommendsal lkindofbusi nesses-smal lscale,l arge scale,busi ness
to business cl ients,busi ness to consumer cl ients,manuf acturi
ngi ndustri
es
andsoon t o be act i
vel
ypr esenti nt he socialmedi a.An i mpor tantfactto
bekepti nmi nd i nt hiscontextist hatmostsoci alnet working siteshav ea
cycli
cgr owth.I tst ar t
sf rom mi nimum,at tai
ns a maxi mum and goes down
to a mi ni
mum agai n.Thus, thi
si stheper f
ectt i
met oinvesttimeandr esource
i
npopul arsoci almedi asitessuchasFacebook, TwitterandLi nkedIn.Owi ngt o
the rel
ativel
ysmal lamountofi nvestment,iti snotahi ghriskinvestmentas
theusageofsoci almedi awi l
lcomet oami nimum onl ygr adual
ly.

Incompar i
sonwi t
ht radi tionaladvert
isement s,socialmedi a mar keting caters
to amor efocussedgr oupofpeopl eandt huscany i
eldbetterresults.Thisdoes
notmeant hatcompani esshoul dstopusi ngt radi
tionalmedi aandst artusi ng
onli
neandsoci almedi aal oneforadv ert
isement s.Thismayr esul
tindi sastr
ous
resul
ts.An i mpor tantt hi ng to be kepti n mi nd ist hatwhenwesayonei n
everysevenpeopl ear eonFacebook, therecanbemi ll
ionsofdupl i
cat eaccount s
and almosthal foft he t ot
alnumberofaccount si s notbei ng accessed
everyday.Thi sli
mitst hechancesofmeet i
ngnewpr ospectsandt her ebycauses
ahindrancef orgenerat ingnewbusi nessleads.Al sost i
lltheremainingpeopl eof
thewor l
darer elyi
ngont raditi
onalmediawhi chmeanst hatwecan’ tignorethem.
Thereforethebestsol ution istocombi nebot ht raditi
onaland soci almedi a
formar ket
ing.

Whenhomogeni sati
ont akesplace,t
heconsumer smov eint
herightdir
ecti
onand
thecompaniescanf oll
owsuit;butwhenl ocaldif
ferencesar
eappar entandthere
seem tobear gument sinfavourofl ocaladaptati
on,theglobalcompanymust
knowitsrol
east her eposi
tor
yoft het r
uth,notonlyforit
sownsake, butalsofor
thebenef
itoftheignorantconsumers”

This wil
lbridgethegapbetweenthosepeoplewho ar eacti
veonsocialmedia
si
tes and those who aresti
llr
elyi
ngont r
adit
ionalmedi
a.Companiesmustbe
caref
ulin select
ingpart
icul
ar advert
sforparticul
armedia.Acompanywhich
sel
lsclot
hesmayhav etor el
yonsocialmediaf oradver
ti
singthei
rcl
othesfor
peopleoftheagegr oup15-50 whereas they st i
l
l have to dependupon
tr
adit
ionaladv
erti
sementsli
keTV,radi
oandpr i
ntmedi
afort
herestoft
heage
grouppopulat
ion.Thus eff
ecti
ve combinati
on ofsoci
almedi
a adver
ts and
tr
adit
ionaladvert
swill
resul
tinbet
terresul
ts.

Theonl i
nepresence off i
rms mustbe f requent
ly updat
ed and itmustbe
l
inked with eachot
herandwi ththe companywebsite.Itmustbe mai nt
ained
welland onl y rel
evant posts mustbeupdat ed.Smallbusinessesshould
embr acethi
swonder fultechnol
ogy and r eap the benefi
tsofbeingont he
socialmediaformarketi
ng.
SCOPEFORFUTURERESEARCH

Omni
-soci
alpr
esence

Consumer snowliveinawor
ldi
nwhichmostaspect
softheirli
vescanpotent
ial
l
y
i
ntersectwit
hsocialmedi
aandthi
sdigi
tal
l
yenabl
edsoci
alinteract
ivi
tyi
s
shapingcult
urei
tself
.

•Howwi llsoci
alint
eractivi
tyinfluenceconsumerbehaviori
nareasthathad
tradit
ionall
ybeennon- social
?
•Howmi ghtmarketer
sst rategicall
yaddresst
heflat
terdeci
sion-maki
ngfunnel
thatsocial medi
aenabl es?
•Howmi ghtser
viceprovidersbestal t
erexperi
ent
ialconsumptionwhen
antici
patingsocialmediashar ing?

Ther
iseofi
nfl
uencer
s

Pr
ominentsoci
almedi aactorsarel
everagi
ngtheiri
nfl
uencetocol
l
abor
atewit
h
br
ands.Companiesincorporat
einfl
uencersi
ntothei
rmar ket
ingmi
xandare
cr
eat
ing“vi
rt
uali
nfluencers”ofthei
rown.

•Whatdr i
vestheappeal ofl
ivei
nfluencercontent
?
•Howcanmar ketersst
rategi
call
yidentif
yandempl oyinf
luencersaspartoft
he
marketi
ngmi x?
•Howv ir
tuali
nfluencer
saf f
ectconsumer s’per
cepti
onofbr ands?
•Isther
eadi ff
erencebetweenv i
rt
ual andreali
nfl
uencersintheiref
fecton
consumers?

I
ntegr
atedcust
omercar
e

Socialmedia,usingimprov
edanal
yti
cstool
s,andunpr
ecedentedknowl
edgeon
consumerswi ll
allowforanal
most“i
nvi
sibl
e”cust
omercare.Customer
swill
be
abl
et oint
eractwi t
hfir
msseamlessl
yfr
om almostanydevi
ce.
•Howcanmar ket
er spreempt i
vel
ypredictandr
espondtoconsumerdist
ress?
•Docustomersengageandper cei
vecustomerservi
cediff
erent
lyondiffer
ent
pl
atf
orms(e.
g.,AIassistant,
chatbots,mobil
emessaging)
?
•Howwil
ltheincreasedinteract
ionwithAIandIoTaff
ectconsumerbehavi
or?

Soci
alMedi
aasaPol
i
tical
Tool

Soci
almediai
susedbypol i
ti
cianst
odi r
ect
lyengagewi t
hvoter
s,evoki
ngseri
es
ofnew chall
enges forpoli
cymakers,such as incr
eased pol
ari
zati
on,echo
chamber
s,andfakenews.

•Whatcanbedonetoreducepolari
zat
ioninsoci
al medi
a?
•Whati
stheeff
ectofecochamber sonlongterm behav
iors?
•Howcanwesuccessful
lyident
if
yandnegatetheef f
ectsoffakenews?

I
ncr
easedSensor
yRi
chness

Aplethoraofnewt echnol
ogies,i
ncl
udi
ngaugment edr
eal
i
ty,vi
rt
ualr
eal
i
ty,v
oice
act
ivati
on,andhapticint
egrati
onmarketsuggestt
hatt
hefutur
eofsoci
almedia
wil
lbecomei ncr
easingl
ysensory-
ri
ch.

•Howmi ghtthesenewsensor yformatsal

tert
henatur
eofcont entcr
eat
ionand
consumpt i
on?
•Howmi ghtpr act
it
ionersusethesetool
stoenhancet
heirof
fer
ingsandaugment
thei
rint
eracti
onswi thcust
omer s?
•How mi ghtsuchsensor y-
ri
chf ormatsbeusedtobri
dgethegapbet weenthe
onli
neandof f
linespaces?

Soci
alMedi
abyNon-
Humans

Ar
ti
fici
ali
ntel
l
igencei
ntheform ofbot
s,vi
rt
ualinf
luencer
s,andI
oTdev
iceswi
l
l
i
ncreasi
ngl
ypermeatethesoci
almediasphere.

•Howwi
l
lthepr
esenceofnon-
humanschanget
henat
ureofcont
entcr
eat
ionand
conver
sati
oninsoci
almedia?
•Whatistheunder
lyi
ngappealofv
irt
uali
nfl
uencers?
•Howshouldcompaniesaccountf
orthepresenceofnon-
humansi
nthei
r
att
ri
buti
onmodels?

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