Comprehensive Project Report

On
‘A Study on Verifying Authenticity of Communication
Through SoLoMo Practices in Generation Z’

Submitted to
Institute Code: 768
Shri Chimanbhai Patel Institute of Management & Research

Under the Guidance of

Dr. Swati Saxena
(Asst. Professor)

In partial Fulfilment of the Requirement of the award of the degree of

Master of Business Administration (MBA)
Offered By
Gujarat Technological University
Ahmedabad

Prepared by:
Rutvik Patel 207680592052
Rupal Shukla 207680592056

MBA (Semester - IV)

May 2022
 STUDENTS’ DECLARATION

I hereby declare that the COMPREHENSIVE Project Report titled ‘A Study on

Verifying Authenticity of Communication Through SoLoMo Practices in
Generation Z’ is a result of our own work and our indebtedness to other work
publications, references, if any, have been duly acknowledged. If we are found guilty
of copying from any other report or published information and showing as our original
work or extending the plagiarism limit, we understand that we shall be liable and
punishable by the university, which may include ‘Fail’ in examination or any other
punishment that university may decide.

Name Enrolment No. Signature

Patel Rutvik 207680592052

Shukla Rupal 207680592056

Place: ……. Date: …….

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 External Examiner Report

This is to certify that project work embodied in this report entitled ‘A Study on
Verifying Authenticity of Communication Through SoLoMo Practices in Generation
Z’ was carried out by Patel Rutvik Jagdishbhai (207680592052) of Shri Chimanbhai
Patel Institute of Management & Research (768).

The report is approved / not approved.

Comments of External Examiner:

This report is for the partial fulfilment of the requirement of the award of the degree
of Master of Business Administration offered by Gujarat Technological University.

_______________

(Examiner’s Sign)

Name of Examiner:

Institute Name:

Institute Code:

Date:

Place:

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 External Examiner Report

This is to certify that project work embodied in this report entitled ‘A Study on
Verifying Authenticity of Communication Through SoLoMo Practices in Generation
Z’ was carried out by Shukla Rupal Jayeshbhai (207680592056) of Shri Chimanbhai
Patel Institute of Management & Research (768).

The report is approved / not approved.

Comments of External Examiner:

This report is for the partial fulfilment of the requirement of the award of the degree
of Master of Business Administration offered by Gujarat Technological University.

_______________

(Examiner’s Sign)

Name of Examiner:

Institute Name:

Institute Code:

Date:

Place:

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 PREFACE

As a part of our MBA course curriculum, we have conducted a survey and made
this project report titled “A Study on Verifying Authenticity of Communication
Through SoLoMo Practices in Generation Z”. major marketing strategy having the
most impact on current digital marketing is SoLoMo marketing strategies, which means
Social+ Local+ Mobile. These types of strategies are based on marketing through Social
Media, Location-based and mobile commerce. The most impactful SoLoMo Strategy
is a combination of the above three major factors of the present era.

The future target group of every marketing is the next-generation youth of the
nation, present target youth is a new generation born between 1997- 2012 which is
popularly known as Generation Z i.e. Gen Z. We have seen that Gen z’s use of devices
is continuously increasing with this source of their buying decision also changed from
traditional mode of advertising to new mode of advertising through social media,
mobile and by using other social media platforms.

Keeping the current scenario in mind the main objective of this research is to
verify the authenticity of SoLoMo marketing communication in generation Z with this
factor influencing the consumer to purchase goods and services through SoLoMo
services and preferable SoLoMo Platform and Application for communication.

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 ACKNOWLEDGEMENT

We want to take this opportunity to thank everyone who helped us with the
comprehensive project during M.B.A semester 4. Throughout the project, we are
grateful for their inspiring guidance, invaluably constructive suggestions, and pleasant
advice. We are grateful to them for giving their honest and insightful perspectives on
this project-related challenge.

We express our warmest gratitude to Dr. Swati Saxena and Dr. Abhinava Singh
of Shri Chimanbhai Patel Institute of Management Research, as well as all those who
provided us with the necessary facilities and suitable conditions for our project.

We would like to express our heartfelt gratitude to all who help us to get
respondents and special thanks to our respondents who spend their valuable time filling
up the questionnaire to complete the survey.

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 INDEX

Chapter 1: Introduction about SoLoMo ......................................................................... 2

1.1 Marketing Communication ................................................................................... 2

1.1.1 Definition....................................................................................................... 2

1.1.2 Elements of Marketing Communication Mix................................................ 2

1.2 SoLoMo Marketing Communication ................................................................... 5

1.2.1 Introduction About SoLoMo Communication .............................................. 5

1.2.2 Definition of SoLoMo ................................................................................... 6

1.2.3 Need for SoLoMo Communication ............................................................... 7

1.2.4 Transformation of SoLoMo Communication ................................................ 8

1.2.5 Difference between SoLoMo and Digital marketing. ................................... 8

1.2.6 The architecture of The SoLoMo Communication. ...................................... 9

1.2.7 SoLoMo Communication Perspective......................................................... 18

1.2.8 The opportunity of SoLoMo Communication ............................................. 19

1.2.9 Advantages and Disadvantages ................................................................... 20

1.3 Introduction about Generation Z ........................................................................ 20

1.3.1 SoLoMo Communication in Generation Z .................................................. 21

Chapter 2: Literature Review ....................................................................................... 23

Chapter 3: Research Methodology............................................................................... 36

3.1 Research objective .............................................................................................. 36

3.2 Research Design ................................................................................................. 36

3.3 Data Source ........................................................................................................ 37

3.4 Data Collection ................................................................................................... 37

3.5 Sample Design and Size ..................................................................................... 37

3.6 Tools and Techniques ......................................................................................... 37

3.7 Time period of study .......................................................................................... 38

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 3.8 Limitation of the study ....................................................................................... 38

3.9 Research Plan ..................................................................................................... 38

3.10 Research Model ............................................................................................. 39

Chapter 4: Data Analysis and Interpretation ................................................................ 43

4.1 Demographic analysis of respondents ................................................................ 43

4.2 Analysis of Demographic Information ............................................................... 45

4.3 Analysis of Factors Related to SoLoMo Communication .................................. 49

4.4 Analysis of Correlation with Age ....................................................................... 63

Chapter 5: Findings and Suggestions........................................................................... 76

5.1 Findings .............................................................................................................. 76

5.2 Suggestions For SoLoMo Practitioner ............................................................... 77

Chapter 6: Conclusion.................................................................................................. 79

Chapter 7: References .................................................................................................. 81

Chapter 8: Annexure .................................................................................................... 86

8.1 Questionnaire ...................................................................................................... 86

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 Chapter 1

Introduction about SoLoMo

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 Chapter 1: Introduction about SoLoMo

1.1 Marketing Communication

1.1.1 Definition
Marketing communication refers to the methods used by businesses to
communicate messages to customers or clients about the products and brands
or services they offer, either directly or indirectly, in order to encourage
customers or clients to buy.
In other words, marketing communication refers to the many mediums
and channels that a company uses to communicate information about its goods
and services to clients.
The marketer uses marketing communication techniques to raise brand
awareness among potential consumers and his targeted audiences, which
creates an image of the brand formed in customer's brains and assists them in
making a purchase choice.
Advertising, sales promotion, events and sponsorship, public relations
and publicity, direct marketing, interactive marketing, word-of-mouth
marketing, and personal selling are all examples of marketing communications.
The Marketing Communication Mix refers to all of these communication
techniques and tools put together as a whole.

1.1.2 Elements of Marketing Communication Mix

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i. Advertising
Advertising is a paid, indirect technique of informing clients and
costumer about a company's goods and services via television, radio,
print media, and internet websites ad, among other outdoor places.
Advertising is one of the most extensively utilised communication
tools since it allows a company's whole product and service
information to be readily delivered to a large target audience.

ii. Sales Promotion

A sales promotion is a set of short-term incentives designed to
attract clients or customers to begin purchasing goods and services in
pacific time. This strategy of marketing not only helps to maintain
existing consumers, but it also attracts and gets new ones by offering
additional perks and discounts and offer. Some of the sales promotion
methods include rebates, discounts, paybacks, a Buy-one-get-one-free
plan (BOGO), coupons and cards, and so on.

iii. Events and Sponsorship

Several corporations and businesses sponsor events such as
sports, entertainment, non-profit, or community activities like
Navratri, college fest with the goal of establishing their brand in the
minds of customers and establishing a long-term relationship with
them.
In sports events like cricket, on the playground boundaries,
player jerseys, trophies, awards in the entertainment shows, stage
hoardings, and so on, the name of the company and its brand that is
sponsoring the event may be visible. Example Tata IPL.

iv. Public Relation & Publicity

Companies and brands engage in a variety of social activities to
establish a positive brand image in the marketplace and its potential
customer. Companies or brand initiatives such as building public

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 restrooms, contributing a percentage of their purchases to children's
education like P&G, arranging blood donation camps, planting trees,
and so on are some of the most prevalent ways to improve public
relations.

v. Direct Marketing
With the use of technology, businesses and brand may contact
directly with potential consumers via emails, SMS, and mobile phones,
without requiring a third-party agency.

vi. Interactive Marketing

Customers may contact with companies and brands online and
get their questions and query to answer. Interactive marketing has
lately acquired appeal as a marketing communication strategy.
Amazon is one of the greatest instances of interactive marketing
since customers can make their own choices and see what they've
previously chosen or bought. Several websites, such as answer.com,
also provide a platform for clients to ask questions or query and receive
answers online.

vii. Word of Mouth Marketing

It is one of the most extensively used communication tools, in
which customers share their experiences with brands and products
share with their peers and acquaintances regarding recent purchases of
goods and services. This strategy of marketing is critical for businesses
since the brand's image is based on the customer's perception of the
brand and the message he conveys to others.

viii. Personal Selling

Personal Selling is a conventional way of marketing
communication in which salespeople approach potential clients or
customers and tell them about the goods and services they provide.

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 Because it is done directly, either verbally, i.e. face to face, or in
writing, via emails or text messages, it is regarded as one of the most
dependable ways of communication.

As a result, the marketing communication mix refers to the many

instruments that a company might use to inform, convince, and remind
customers about the products and services it offers.(“What Is Marketing
Communication?,” 2015)

1.2 SoLoMo Marketing Communication

1.2.1 Introduction About SoLoMo Communication
We are living in a post-PC era. That's right, you read it correctly.
According to the trend, the ratio of individuals who use smartphones vs those
who don't use personal computers is relatively high. As a result, we refer to it
as the NON-PC age. We are surrounded by technology's enchantment, which
allows us to do anything in fractions of seconds, much like a magician. Booking
a movie ticket, paying internet costs, learning about insurance policies, and
purchasing a new device are all simple tasks that may be completed with the
touch of a finger. Who are we? Who are the people we know? What are our
current locations? What have we been up to? It used to be tough to figure out,
but now it's simple.

The social network has grown significantly in tandem with the

proliferation of smartphones. Facebook and Twitter presented contrasting
perspectives on internet usage. People all throughout the world are connected.

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 They may now discuss their ideas with one another. It was also feasible to
network with other professionals.
Another significant development is Location-Based Services (LBS).
When these services were merged with the digital world, they played a critical
role. There is now a convergence of numerous technologies, including the
Internet, wireless communication, geographic information systems, location
technologies, and mobile devices.
We frequently need to know where things are physically located
(location services, wireless location services, mobile location-based services),
and relating location to other important information provides meaning and
value. For example, we may require directions from one location to another, or
we may wish to interact naturally with I/O devices in our environment. The
notion of Location-Based Services was born as a result of this.
LBSs are information services that may be accessed through a mobile
device via a mobile network and that take advantage of the device's location.
LBS is a two-way communication and interaction in which the user specifies
the information he requires, as well as his preferences and position, and the
service provider responds with information that is tailored to the user's
requirements.

1.2.2 Definition of SoLoMo

SoLoMo is a short form for Social, Local, and Mobile. It is a new
approach to comprehending the current and future state of the globe. The
fundamental idea behind this strategy is to "sever the client or customer
according to his likes/dislikes in his/her local neighbourhood using social

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 networking.” The convergence of interactive, location-based, and on-the-go
technologies is known as SoLoMo (social, local, and mobile).
The word is most commonly used in the marketing field. Advertisers
may use SoLoMo apps to send push alerts to potential consumers who are
nearby business radiations.

i. Social Media
ii. Local
Since we live in the smartphone era, together with the magic of
Location-Based Engagement (LBE) technologies like Facebook,
Twitter, and Google, foursquare has made it possible to utilise the
location as a weapon for finding places where we want to develop or
build our market. The fundamental concept was to open a branch office
in the customer's locality. Customers will be happier as a result, and
they will be more loyal. Foursquare, for example, is an interesting
programme that maps the location of users and categorises them as
frequent or uncommon visitors. Such apps include the people's reviews
about locations and restaurants which creates a fascinating component
for those visiting a new area.

iii. Mobile
The fundamental concept behind mobile is to distribute
information from wherever it is desired or to service customers 24
hours a day, seven days a week. The percentage of people who use
hand-held devices has risen dramatically. It gave us a way to reach out
to customers more simply and get the information to them as soon as
possible.

1.2.3 Need for SoLoMo Communication

SoLoMo has become popular as a result of smartphone use. People find
it simple to fit all of their knowledge into pocket-sized gadgets. Apps for the
iOS and Android platforms have emerged to make this procedure easier.

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 The evolution of social networking sites has a major influence, forming
essential links for human interactions. They were used to communicate all
feelings, loves, and dislikes. As a result, businesses may more readily approach
and understand their customers.
Location sharing became more useful as technology advanced. This
allowed us to track the consumers' locations and target them.

1.2.4 Transformation of SoLoMo Communication

Radio broadcasts were a simple way to communicate with customers.
Although it provided a huge audience, it was not possible to target potential
buyers at a more detailed level. Radio transmissions were supplanted with
desktop applications that allowed users to target more easily and at a finer
level. The IP addresses of potential customers may now be tracked down using
desktop computers to establish their location.

Radio Desktop Mobile

• Traditional • Efficient • Most efficient

method for method than method
marketing radio • Location
• Customers • Location tracking not
cannot be tracking constrained
tracked easily constrained • Customer reach
at any time
possible
Radio

Later, the notion of mobile phones and tablets evolved, resulting in a

whole new perspective on client targeting. Prospective clients may now be
readily monitored with their specific position thanks to GPS coordination,
making it easier for the brand to service them and grow their business.

1.2.5 Difference between SoLoMo and Digital marketing.

i. Digital marketing
Digital marketing, often known as online marketing, is the
promotion of companies and brands using the internet and other kinds
of digital communication in order to engage with potential clients and

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 customers. As a marketing channel, this comprises not just email,
social media, and web-based advertising, but also text and multimedia
messaging.

ii. SoLoMo Marketing Communication

SoLoMo marketing communication is one method of digital
marketing, Whereas SoLoMo (social, local, and mobile) integration of
collaborative, location-based, and on-the-go technology. The word is
most commonly used in the marketing industry. Advertisers may use
SoLoMo apps to send push alerts to nearby potential
customers.(Akhilesh Joshi, 04:29:08 UTC)

1.2.6 The architecture of The SoLoMo Communication.

Here is a diagram of the architecture of SoLoMo communication.

i. Location Data-as-a-Service (L-DaaS)

Platforms This functions as a Data Repository. They also feature
mapping solutions that allow analysts to link the top levels together.
Google and Bing mappings are sufficient for the most basic needs.
Aside from these two, there's Factual. Hundreds of databases might
reference a single place, many of which are incomplete or erroneous.
Factual aims to consolidate this point-of-interest (POI) data into a
single, publicly accessible resource.

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a) Factual
One of the most fundamental
challenges in location-based
marketing is the segregation of venue
data. A single place can be referenced in hundreds of databases,
many of which are incomplete or erroneous in data, and the
majority of which are compartmentalised, as previously
mentioned. Factual aims to consolidate this point-of-interest
(POI) data into a single system, publicly accessible resource.
Furthermore, through its Crosswalk product, Factual is aiming
to map heterogeneous venue or location data so that it may be
accessible globally using a single identification system. From
names, addresses, email IDs and phone numbers to geo-
coordinates and correct categorization, brands should
collaborate with Factual to ensure that their location data is
accurate and current.

b) Place IQ
One of the promises of mobile
advertising is that it would be more
relevant to customers and clines, resulting in better results for
marketers to reach the targeted audience. PlaceIQ offers the
data sets and layer that enables this. PlaceIQ can provide
current demographic data for a 100-meter-square region at any
time of day by combining hundreds of diverse data sources and
sets. It's not enough to be familiar with the Census Bureau's
static statistics. Marketers want real-time knowledge due to the
constant movement of consumers from one region or location
to another during the day. Advertisers may then provide the
correct ad to the right person at the right time in the right place.

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ii. Location-Based Engagement Platforms
People exchange likes interests, activities, experiences, and real-
life contacts through social networking sites. A social network service
consists of a representation of each user (commonly referred to as a
profile), his or her social connections, and a range of other features.
Online community services are frequently referred to as social
network services, however, in a larger sense, a social network service
refers to a service that is focused on an individual, whereas online
community services are focused on a group. Users can exchange ideas,
photographs, postings, activities, events, and hobbies with individuals
in their network through social networking sites. Example Facebook,
Google, Twitter.

a) Facebook
The new updates published at
Facebook's annual f8 developer's
conference will have a significant
influence on the function Places will play in the greater data or
create a user profile in the Facebook ecosystem. It raises the
value and consequently frequency of connecting with Places
by making the location a central focus. Individual Facebook
venues connect to real-world locations such as companies,
tourist attractions, and entire towns and events. The need to
check-in or tag places in a status update is accentuated since it
adds context to one's own story. Through images, reviews,
comments and other facts (data) about the event, it also fosters
deeper participation. Facebook allows companies with
different locations to link them all together in a Parent-Child
connection.

Engagements: Each Place Page has the same set of features

as a typical Facebook Page, including a Wall where users may
publish material like the image and short blog and the

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opportunity to Like or subscribe to it. This allows users to
incorporate photographs and friends in all Facebook statuses,
whether they are from the past, present, or future.
Users are also encouraged to rate, review, and suggest
Places, as well as products in the Facebook marketplace all of
which count as direct involvement and displays in the Ticker.
Users can also include a Place in a Facebook status from any
device. The check-in function of the mobile application is a
real-time assertion of the presence of the user. Facebook
interaction is becoming more passive in general, allowing
users to disclose more information about what they're doing
and their experience, who they're with, and where they are.

Offers: Brands may use Check-in Deals to encourage check-

ins and attract new consumers. These can take a variety of
forms, ranging from a basic discount to a loyalty incentive, and
they signify a level of involvement that extends beyond the
check-in. These must be used and recognised at the point of
sale, just like any other sort of coupon.

Advantages: The important benefit of Facebook is its

magnitude. Furthermore, Facebook sits at the bottom of the
LBE (Location-Based Engagement) stack, which means that
check-ins from other apps are sent to the social network. As a
result, Facebook is syncing its locations with those on
Foursquare, SCVNGR, and Yelp, any of these can unlock a
Facebook Check-in Deal, making it an obvious option for
advertisers in terms of reaching potential customers.

Challenges: The most difficult task is venue data

management. Although Facebook has made significant
progress in controlling duplicate locations and venues, it
remains a system-wide problem for both businesses and users.
Facebook does not have the capacity to efficiently handle this

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 for each company, and many brands find it difficult or
impossible to register their Places under the Parent-Child
relationship. To handle these duties, the approach will be to
increase the APIs (Application Programming Interface).

b) Twitter
Twitter is the most open & transparent of
the Location-Based Engagement
platforms by its very nature. It's also a
popular spot for people to share their Foursquare, SCVNGR
(social location-based gaming platform for mobile phones
company), and Yelp check-ins. Twitter has its Places offering,
which includes a company, brand and other point-of-interest
place pages and venue IDs. Twitter's original goal for Places
is similar to how Facebook and Google are implementing it,
namely the ability to associate status updates in form of tweets
with locations. Twitter Places, on the other hand, has gotten
minimal attention and is completely absent from the
company's native apps. Generic location tagging at the city or
neighbourhood level is far more widespread, and one may
extract and identify place-specific tweets by analysing
Twitter's firehose.

Engagements: Twitter users may tag a tweet with a specific

location, such as a shop, to increase engagement.
Unfortunately, Twitter's native applications do not support
this. Third companies, such as Tweetbot, provide the feature,
which constitutes an explicit engagement and communicates
to the company that reciprocation is not just acceptable but
encouraged. Alternatively, one may analyse Twitter for
implicit interaction, but customers may see an unwanted
response from a business as spam. This is not a blunder any
company wants to make.

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 Offers: Brands may create specific offer solutions that use
links and mobile web applications for further engagement and
redemption, thanks to Twitter's open platform and the
possibility for explicit location involvement. Brands may also
use third-party check-in apps that push to Twitter, allowing for
a more direct connection and offer to the customer, as well as
amplification of earned media.

Advantages: Twitter's exceptional openness provides a

wealth of information about consumer behaviour, emotion,
reach, and impact. This gets much more detailed and
actionable with the location filter.

Challenges: To fully realise its potential as an LBE platform,

Twitter must improve its location infrastructure for both users
and marketers. Despite having both consumer purpose and
technological capabilities, there is no apparent relationship
between consumer and place.

c) Google
The Google LBE platform begins with
Maps, which is a critical tool for a wide
range of applications. Google Places is
a layer of this, consisting of locations with user ratings and
reviews that can be accessed using an API. Finally, a social
layer is provided via the Google+ service, which includes
online and mobile apps. It has its own set of APIs, some of
which are dedicated to its location-based capabilities.

Engagement: Consumers may interact with a Google Places

page by leaving reviews and ranking it on a five-point scale.
Users may check-in or tag Places in their statuses on

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 Google for both web and mobile, just like they do on
Facebook.

Offers: Using the Latitude mobile app, Google launched a

limited test of Check-in Offers. The firm pioneered the concept
of allowing brands to build incentives based on customer
loyalty. Quiznos, for example, established three tiers
depending on the number of check-ins: Champion of Taste,
Earl of Taste, and Ambassador of Taste. With each level, the
reward's worth grew. At 20 check-ins, the Ambassador level
was unlocked, and a buy-one-get-one-free deal was available.
It's unclear whether Google will include this in their search
engine.

Advantage: Google's main advantage is its dominance in local

search and navigation services through Maps. If Google gains
widespread adoption as a social and mobile utility, it will
become a powerful player in LBE (Local Business Enterprise).

Challenges: Google's platform does not allow developers and

marketers to exploit it as efficiently as other platforms. As a
result, getting the most out of Google Places, Google Maps,
and Google Business is tough for marketers.

iii. Location-Based Engagement Applications

Marketers have less freedom when it comes to dealing with apps,
but they are critical to the success of a complete and comprehensive
LBE (Location-Based Engagement) strategy. There are a plethora of
programmes that are installed on platforms. These apps mostly offer
check-in functions that are linked to Facebook and Twitter. For
example, Yelp and Instagram.

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a) Instagram
Instagram is a massively popular
photo-sharing software, which
reportedly claimed a new member
every second, and has a Foursquare-based location-tagging
function. Users can tag or correlate a photo with the
Foursquare destination that corresponds to a particular
encounter. Instagram provides an API that allows companies
to keep track of images tagged to their locations, as well as
user comments and other sentiment data. Place-tagged images
have a lot of room for innovation because they're a popular
consumer activity that's also very beneficial to marketers.

b) Yelp
What Yelp lacks in terms of a platform,
it more than makes up for in terms of
size. The company's and business
ratings and reviews are an important indicator of the client as
well as customer sentiment and should be regarded seriously.
The Yelp mobile app has a check-in function that can be shared
on social media sites like Facebook and Twitter, as also photo
tags and Quick Tips. The latter is a mobile version of the
company's web-based evaluations and ratings. Check-in
incentives can also be offered by merchants. To manage one's
venues, Yelp provides a merchant dashboard. It is, however,
primarily intended for small and medium-sized businesses.

c) Branded Applications
Branded Applications: Businesses with a
large enough consumer base may easily
justify developing and maintaining a
branded app. Although strategies will differ, five basic
concepts should guide them. Example Starbucks.

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 1. Provide value in addition to the LBE platforms
2. Connect to the LBE platforms.
3. Encourage people to interact with your brand and
share their stories on social media.
4. Keep track of and measure critical usage,
engagement, and overall performance indicators.
5. Keep an eye on what's going on in the LBE
ecosystem as a whole.

iv. Distribution and Awareness

All paid and unpaid sources are included. It's always geo-
targeted, and other targeting parameters are frequently included. In
most situations, the goal is to motivate people to take action or modify
their behaviour, which leads to brand commitment and redemption at
the point of sale. To put it another way, the customer is given a
meaningful call to action, which leads to social interaction and offers
redemption.

vi. POS (Point of Sale) Data

This is the heart of The SoLoMo, where the real brand is
sold/delivered to the client and the brand's revenue is generated. Here,
data is gathered and linked to offline sales, such as a Facebook ad for
a discount season, leading to an increase in sales for that particular
business. All discounts and incentives are redeemed at this stage by
consumers. The POS data is crucial because it comprises all types of
consumer behaviour data, revenue statistics, and profit/loss ratios, all
of which assist the company build its relationship with customers,
promoting new offerings, and competing effectively.(MARIA JOSE
CAVERO, 13:20:28 UTC)

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1.2.7 SoLoMo Communication Perspective
Both the customer and company views are important when it comes to
marketing. It is critical to understand consumer behaviour, trends,
likes/dislikes, and requests, as well as to preserve brand value in accordance
with client needs in order to reach the maximum degree of customer
satisfaction. It allows both the client and the brand to attain their objectives.
SoLoMo has two consumer and business viewpoints.

i. Customer Perspective
Humans are sociable creatures by nature. They converse with
one another and exchange ideas, proposals, and opinions. Their closest
friends are the most significant people in their lives. They socialise
with one another. The same is true when purchasing any product or
brand. Before committing to a new brand that he or she has never tried
before, it is normal to consult a buddy. It falls under the area of word-
of-mouth advertising. Apart from that, consumers now place a greater
emphasis on reviews and comments, and they are capable of
comparing brands and selecting the most appropriate option. It might
be a budget limitation or a quality constraint.
We'd want to know where my buddies are at the moment. And,
certainly, we'll find out in a matter of seconds thanks to a variety of
location-sharing applications and systems that make them function
smoothly. With mobile comes the ability to move about. My train ticket
may now be purchased without the need for a desktop computer.
Everything can be done with a single portable device, and technology
has made it extremely user-friendly.

ii. Business Perspective

A company may promote its message through social networks
from a commercial standpoint since these networks build a strong
relationship between consumers and are a low-cost means of reaching
out to prospects. Customers are influenced by various marketing to
choose one's brand.

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 It's also simple to keep track of consumer happiness. Various
techniques and software are available that analyse comments/reviews
to determine the brand's popularity among the public. As a result, the
brand will be able to develop in areas where they are lacking and
remain competitive with other comparable brands.
With location-based services, a brand may watch client trends
for specific locations and concentrate its efforts on the target region to
achieve maximum throughput. Brands may now better understand their
competitors' behaviour in key areas and devise strategies to outsmart
them. With mobile, you have the ability to contact a prospect directly.
However, care must be taken to ensure that the consumer is not
irritated.

1.2.8 The opportunity of SoLoMo Communication

i. Local Search Action
According to the study, users who do local searches are more
likely to take action or purchase products from local (e.g., visit a
store/purchase a product).

ii. Customer Engagement

By asking them particular engaging questions and studying their
behaviour/trends, we can engage them and encourage them to buy
more of our items.

iii. Increased Transparency

People nowadays put a high priority on product reviews and
costs before switching to a new product. It's critical to promote
openness in our approach so that customers are satisfied.

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 1.2.9 Advantages and Disadvantages

1.2.10 Advantages

i. Distribute Likes and review

SoLoMo Communication deals with customer details, and
directing such information to the client while taking into account
their likes and dislikes is a big benefit.

ii. Service at your desk

Everything that has to be done will be done in the area of the
consumer. So that the customer gets the benefit of local services

1.2.11 Disadvantages

i. Privacy Concerns
Because SoLoMo primarily deals with client data, there is a
risk that this data may be exploited, posing a risk to the consumer.

ii. Habits of individuals

Because SoLoMo focuses on location information, there's a
chance that information about locations we frequent, places we are
going, and so on will be stuck.

iii. Annoyed Future

Because SoLoMo is primarily focused on mobile devices, the
individual may become frustrated or annoyed if the
communication channel is not properly directed.

1.3 Introduction about Generation Z

Anyone born between 1997 and 2012 is referred to as Generation Z. The
eldest members of this generation are now young adults in their early twenties
who are maturing and joining the workforce.

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 They are the first real Digital Natives generation. They can't remember
a time when they couldn't purchase takeout online, send a pal a WhatsApp
message, or FaceTime their family. They are the first generation to be engaged
and accessible practically continuously.

1.3.1 SoLoMo Communication in Generation Z

The usage of gadgets by Generation Z is on the rise. According to
recent research, 98 percent of them had a smartphone and spent more than 5
hours per day on apps in the third quarter of last year — and that doesn't
include game time.
Their platform usage patterns, on the other hand, have changed
somewhat. Gen Z has progressed beyond the e-commerce that millennials like
and has embraced social commerce, which is the act of making purchases
entirely through a social networking platform. With the use of in-app filters,
augmented reality features, and live streams, the algorithm can learn their
preferences to suggest relevant recommendations, provide a personalised
shopping experience reduce the friction between purchase desire and
checkout, and is more engaging.(Kastenholz, n.d.)

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 Chapter 2

Literature Review

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 Chapter 2: Literature Review

1. (MUHAMMAD ASHRAF et al., 2022) SoLoMo (Social-Local-Mobile)

services are new mobile services that integrate software and hardware solutions
to allow users to connect and communicate in real-time by obtaining location-
based information. SoLoMo is gaining popularity through many programmes
such as Facebook, Instagram, LINE, and Google Maps. Despite this, little
attention has been made to the factors that influence consumers' intentions to
use the SoLoMo services again. However, this study uses consumption value
theory to explore the value drivers and investigate the impact of user and
SoLoMo characteristics on the user's intention to reuse SoLoMo services. The
findings show that innovativeness, user knowledge, epistemic value, and social
value are all important factors in users' desire to use the SoLoMo service again.
While both functional and emotional worth has little bearing on it. The findings
have important consequences for both research and theory.

2. (Tarabasz, 2017) The domains of Social, Local, and Mobile are no longer
unexplored. We identified the causes of customer involvement in shopping
malls utilising SoLoMo applications using a systematic approach that included
interviews, observations, and a literature study.

This study adds to the body of knowledge on SoLoMo by emphasising

the relevance of user interaction in determining the features of an ideal SoLoMo
shopping app. It defines the relationships between privacy, social media,
location, incentives, and the ease of use of the SoLoMo shopping app, allowing
marketers, brands, and retailers to develop the best plan for mobile customer
engagement.

3. (Yang & Lin, 2017a) Communication and searching are now possible
everywhere, at any time, thanks to advances in social network services,
location-based services, and mobile technology. Many new integration services,
dubbed "SoLoMo" services, are now available. Both scholars and practitioners
must understand the factors that influence the continuation of SoLoMo services.

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 Users may receive too much information and too many social requests as a result
of the synthetic nature of SoLoMo services, which may detract from their
usefulness. As a result, the goal of our research is to identify relevant drivers
and investigate the moderating effects of information and social overload on
those variables. On the internet, a sample survey was taken. This study uses
partial least square, a component-based structural equation modelling
technique, to assess moderating effects. Our survey's findings show that
perceived convenience (functional value), social relationship maintenance
(social value), perceived relaxation (emotional value), perceived novelty
(epistemic value), and perceived fashion (fashion value) have significant and
positive effects on the intention to continue using SoLoMo services, according
to the theory of consumption values and based on the reported experiences of
451 SoLoMo service users. Information and social overload, on the other hand,
have considerable moderating impacts on certain consumption values.

4. (Yang & Lin, 2017b) SoLoMo services are new mobile services that combine
a variety of software and hardware solutions to allow users to get location-based
information at any time and place, and also exchange, interact, and connect with
other people in real time. Because SoLoMo services include two categories of
the most generally used mobile applications, consumers may have varying
demands and expectations from these services. This study used a three-stage
hybrid fuzzy multicriteria decision-making (MCDM) model, as well as the
fuzzy analytic network process (FANP) and the decision-making trial and
evaluation laboratory (DEMATEL), to examine the critical factors considered
by users when adopting SoLoMo services from the perspective of integral
SoLoMo services. In addition, the research study looked at how consumers
make decisions after weighing the privacy concerns versus the use of entire
SoLoMo services. According to the findings, the top five critical positive and
negative factors considered by users when adopting SoLoMo services are
popularity degree of service, information accuracy of service, privacy risk,
maintaining affection and friendship with others, and location-based store
information search. Furthermore, the investigation revealed that SoLoMo
service customers would suffer more privacy risks in order to achieve service

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 information accuracy, location-based shop information search, and preserving
affection and friendship with others.

5. (Lee, 2016)The aim of this study is to look into the aspects that influence
people's attitudes toward social-local-mobile (SoLoMo) advertising via the lens
of social capital. Consumer perceptions regarding SoLoMo advertising are
influenced by structural, relational, and cognitive components of social capital,
according to the findings. This study adds to the literature by expanding our
understanding of the factors that influence effective SoLoMo advertising from
the standpoint of social capital. It also includes components that makeup
advertising's three dimensions. We add significant refinements to our
understanding of the role of social capital in advertising by expanding our
understanding of social relations in the context of the company to the consumer.
Finally, this research makes some recommendations. The developed model of
this study, as a whole, reveals the usefulness of social capital's structural,
relational, and cognitive elements in SoLoMo advertising. The findings show a
disparity in the antecedents and trajectory of SoLoMo advertising sentiments.
The significant intricacies of each component provide marketing practitioners
with insights into how to improve SoLoMo advertising's effectiveness in
amplifying or suppressing advertising attitudes.

6. (Lee, 2018) The effectiveness of location-based advertising (LBA) and social-

local-mobile (SoLoMo) advertising is compared in this study. SoLoMo
advertising is more effective than LBA, according to the findings. Consumers
view SoLoMo advertising to have a higher level of brand contact, amusement,
informativeness, perceived location awareness, and sociability than LBA. This
research also reveals that consumers' reactions to advertisements varies
depending on the situational context and platform. This paper's academic
contribution is a direct comparison of the effectiveness of LBA and SoLoMo
advertising, which was previously unexplored in the literature. To the best of
our knowledge, this is the first study to compare LBA with SoLoMo advertising.
This study fills in the gaps by looking at how aspects like modern smartphone
features, brand connection, perceived geographical awareness, and sociability
influence views toward advertisements. It also contributes to the idea of

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 telecommunication promotion efficacy by investigating how consumers react to
advertisements in various situational scenarios on various platforms. Finally,
this research makes some recommendations.

7. (Chua et al., 2014) Due to low costs and availability, SoLoMo (Social-Local-
Mobile) services are becoming prominent among the vast mass of semiliterate
users living in emerging economies. However, information privacy problems
still exist while using SoLoMo services. The majority of studies focused on
solutions to alleviate information privacy concerns for literate users rather than
semi-literate people. This study uses theories of privacy calculus, familiarity,
intrinsic and extrinsic motivation, and protection motivation to identify the
precursors of information privacy concerns related to SoLoMo services and
users' expertise to fill the gap of semi-literate users and gain a better
understanding of information privacy concerns among different communities.
In a laboratory experiment, the proposed research model is empirically tested.
The findings show that the two modes of offering SoLoMo services (covert and
overt) have an impact on the degree of information privacy concerns among
literate and semi-literate users. For different types of mobile applications, the
implications for enhancing usage intentions and mitigating information privacy
problems for SoLoMo services are examined.

8. (Kubovics & Zaušková, 2021) The current situation of environmental

operations of corporate entities in the context of data visualisation within the
SoLoMo environment is clarified in the article given. The major purpose of this
article is to clarify the situation of the domestic environment in the
implementation of specific environmental actions and then to assess the
possibilities of visualisation in the SoLoMo environment using mobile
applications. Data is collected from 129 business representatives and examined
using descriptive statistics and Cramer's V to determine the significance of the
association. Individual responses to quantitative research are analysed and
evaluated to create conclusions. The findings imply that the sustainability
philosophy is being implemented in the domestic environment by businesses.
This is followed by a major interaction with the external execution of
environmental activities, which is mostly carried out by commercial

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 organisations and outlining the possibilities for data visualisation of
environmental activities in the SoLoMo environment. The sample is limited
since it does not meet the broad-spectrum emphasis and identification of a
diverse number of subjects, despite being chosen from a pool of candidates. The
report underlines the need of using visualisation in data resulting from business
entities' environmental efforts. There hasn't been much research done on the
household environment in the past few years, so it's critical to keep looking into
it.

9. (Kriechbaumer, 2019) This paper gives an overview of how SOLOMO

(Social, Local, Mobile) trends affect marketing operations in small and
medium-sized hospitality businesses (SMEs). By gathering practitioner
opinion, it investigates the relevance of these elements and their implementation
in the sector and synthesises them in the context of Dubai's road to Expo 2020.
This study builds on the author's prior WHATT article on SME website
implementation by examining material on SOLOMO uptake in the hospitality
industry, using a variety of publications and industry sources. To contextualise
the findings within Dubai's digital plan, it collects informal feedback from
practitioners with relevant local expertise. Researchers have looked into several
aspects of SOLOMO in the context of hospitality, but their applicability to the
SME sector (which is still grappling with the fundamentals of website
deployment) has received less attention. For industry executives, there is a
scarcity of academic and government direction. At the same time, trends outside
of SOLOMO are emerging, particularly in the area of data analytics, and must
be incorporated into a digital SME plan.
Executives in the hospitality SME industry are recommended to keep
focused on the fundamentals of website implementation while considering the
trends identified in the study regarding SOLOMO. To ensure focused resource
usage, a holistic, result-driven approach to digital marketing is essential. Dubai's
initiatives to utilise its high level of technological readiness to market
innovation in the SME sector will be aided by closer collaboration between the
private sector, policymakers, and academia.

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 With a local focus on the Dubai environment, this paper gives a realistic
and interesting overview of the applicability of SOLOMO concepts for
hospitality SMEs.

10. (Zaušková & Rezníčková, 2020) The purpose of this article is to demonstrate
how eco-innovations can be presented in the business world using innovative
online marketing communication techniques. Eco-innovations are a
phenomenon that affects all aspects of business, including marketing. The
authors investigate business marketing practices that are part of corporate social
responsibility, produce economic growth, and ultimately aid in environmental
improvement. In order to describe the implementation of SoLoMo marketing
tools in the presentation of eco-innovations in the Slovak business environment,
the authors also offer the preliminary results of their own quantitative marketing
research. On a sample of 300 Slovak enterprises, the authors developed a
standardised questionnaire. A Chi-squared test and Fisher's exact test were
employed to determine whether the variables were dependent or independent.
While offering a complete summary of other relevant research papers in the
specified field, the SoLoMo marketing idea is presented. As a result, the paper
provides an overview of the potential for implementing digital marketing
communication tools in small, medium, and big businesses.

11. (Zaušková & Rezníčková, 2022) The presented contribution looks at how
SoLoMo marketing might be used in the business world to raise interest in
environmentally friendly products. It focuses on systematically describing
current knowledge about the SoLoMo marketing concept's use in the business
environment, as well as the potential for its development in relation to
environmental management and marketing communication, presenting
innovative solutions to environmental problems. The authors seek answers to
contemporary concerns such as the use of new, trendy marketing
communication technologies, new marketing principles in the digital world, and
their application in business entity environmental management based on the
identified problem. The paper focuses on the SoLoMo marketing concept,
which integrates three main principles: social networking, geolocation services,
and mobile devices. Through actual instances of practice, the authors examine

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 the possibilities of utilising this notion in terms of fostering eco-innovations and
propagating environmental consciousness among customers.

12. (Hsieh, 2018) To design the most effective assessment model, this research
employs the factor analysis technique, technological acceptance model, and
analytical network process model to investigate the emerging trend of SoLoMo
technology in the current mobile communication technology (MCT) age. This
study hierarchically cross-measures the results of the first 268 valid
questionnaires given to random technological users in order to detect the
demands of a large number of users, and the second 15 valid surveyed
questionnaires given to 15 experts in related technological management fields
in order to refine the evaluated results and conclusion. (1) Web 3.0 technology
(W3) of perceived, the technological appropriate format of perceived ease of
use, user's empathy of attitude toward using, and user's reliability of behavioural
intention to use are the most influenced determinants of SoLoMo technology;
(2) these determinants are the positive influences of external variables during
users utilising the newest technology in the current MCT era (PIEV), as
evidenced by PIEV; (3) these determinants are the positive influences of
external variables during users utilising newest.

13. (Vanko et al., 2022) The coronavirus has sparked a crisis that has affected not
only Slovakia, but the entire world, as well as nearly all market-based
businesses. The tourism industry has taken the brunt of the damage, particularly
airlines. While e-commerce benefited from the downturn, the airline industry
remained flat. The authors' major goal is to figure out how much e-commerce
was reinforcing their position and how airlines communicated with their
customers via social media during the most vital months. The authors use both
quantitative and qualitative methodologies to analyse the research findings and
characterise buyer behaviour during the epidemic, such as firm financial data
and social media studies. Their findings will assist define the situation of e-
shopping during the pandemic in light of airline ticket sales and company
communication procedures in the aftermath of the coronavirus outbreak.

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14. (Yang & Lin, 2018) Any technology service is not always positive, and it may
come with a drawback. Technostress, for example, has been shown in previous
investigations. Individuals may feel technostress as a result of their use of
information and communication technologies, resulting in anxiety and tension
symptoms, according to current technostress studies. This study aims to explain
the anxiety induced by modern ICT technostress in everyday life, such as
SoLoMo (social-local-mobile) services. As a result, we propose SoLoMo
services stress as a distinct technostress of SoLoMo services and find five
stressors: information overload, social message overload, social support
overload, perceived monitoring, and services usage cost. The findings show that
three stress, information overload, social message overload, and perceived
surveillance, all have a significant influence on users' anxiety, whereas social
support overload and service usage cost had no effect. Meanwhile, it's
fascinating to note that users of various services have varying anxiety issues.

15. (Yang & Lin, 2021) To meet customer needs, the social-local-mobile
(SoLoMo) service blends social network services and location-based services
via smartphones. However, while using SoLoMo services, consumers need to
give personal information. When such sensitive information is exposed in
various contexts, the potential repercussions to users are ambiguous. Users'
trust, service quality, and privacy concerns were investigated using privacy
regulation theory and multidimensional developmental theory of privacy, as
well as scenario-based experiments. The results suggest that the experiences of
victims of private leaks or social embarrassment would lead to decreasing trust
and quality of service, and heighten privacy concerns.

16. (Papakonstantinidis, 2017) The goal of this study is to gain a better knowledge
of the impact of (So) social media, (Lo) local marketing, and (Mo) mobile apps
on customer behaviour (SoLoMo). The report is based on a review of peer-
reviewed articles, books that have been published, trade publications, and
doctoral dissertations. This research investigates the SoLoMo consumer, a
concept that has received little attention in the digital marketing literature. A
thorough analysis of the digital customer journey literature reveals an

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 oxymoron. On the one hand, there are numerous studies examining the impact
of social media and mobile devices on marketing and consumer behaviour in
the literature. On the other hand, very little was published about how the
convergence of social media, mobile apps, and local marketing defines the
SoLoMo customer profile. The investigation of SoLoMo consumer behaviour,
the exploration of the digital customer journey, and the investigation of selected
new technologies that can affect the future of marketing are all suggested as
areas for additional research in this article. The research adds to our knowledge
of digital consumer behaviour in a multichannel marketing setting. In the digital
multi-touchpoint market landscape, it also presents a research agenda to
investigate the future of online customer behaviour.

17. (Lin & Yang, 2016) Full-fledged Social-Local-Mobile (SoLoMo) services,

such as Facebook, Instagram, LINE, Google Maps, and others, have lately
appeared as apps for Android or iOS systems. However, no research has been
done to try to figure out what motivates people to keep using SoLoMo services.
Furthermore, SoLoMo providers have supplied more advanced surveillance
tools to track and profile their customers, which may cause concern. We employ
the consumption value theory to evaluate the value drivers and the moderating
effect of users' perceived monitoring in this study. The findings show that social
value, emotional value, and functional value are all important factors in deciding
whether or not to continue. Perceived surveillance influences the link between
social and functional value and intention to continue.

18. (Sun et al., 2013) SoLoMo is becoming the trend for applications in several
industries as mobile and location-based technology develops. Many existing
applications, on the other hand, only utilise a small portion of the SoLoMo
framework's vast capabilities. In this paper, we present a pivoting parallel
coordinates framework for studying complex customer experiences in SoLoMo
apps. We also show a number of research and designs we've done with these
coordinates. I hope that the strategy and tools presented in this paper can help
more designers better position existing applications and find innovative

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 scenarios that would otherwise be buried in the plethora of components that
make up SoLoMo.

19. (Kang, 2017) The perceived values of showrooming and webrooming by

SoLoMo consumers were found to be predictors of their omnichannel buying
intention, which influenced their willingness to share product reviews. In terms
of the fashion lifestyle of SoLoMo consumers, those who believe that pricey
clothes are excellent (i.e., brand prestige) were more likely to have a negative
opinion of showrooming. This research shows that rather than stressing their
omnichannel shopping platform, sellers of high-end fashion labels should focus
on establishing brand imagery and prestige. Low-end fashion retailers, on the
other hand, should improve omnichannel customer experiences by providing
seamless, personalised, and contextual customer services and leveraging
iBeacon technology in physical stores (e.g., sending personalised product
recommendations to customer’s mobile apps based on their purchase
history/wish lists while in-store). This study discovered that SoLoMo
consumers who like to shop at a variety of places, read fashion-related
magazines for inspiration (i.e., information), and wear clothes that are
comfortable (i.e., practicality) are more likely to value showrooming and
webrooming. This research recommends that retailers of low-end fashion
brands should use integrated channels to actively give a variety of information
on new fashion trends and style tips, as well as locally-focused promotions and
store goods. Low-end fashion retailers could also make it easier to create
practical and pleasant product lines by ensuring that product offerings and
promotions are consistent across all channels.

20. (Zhu et al., 2021) Marketers have taken notice of SoLoMo-based product
recommendations as technology has advanced. This study looked at how to
source credibility, perceived correctness, and perceived benefit influence
consumers' acceptance intentions toward SoLoMo-based product suggestions
through recommendation usefulness, using gender as a mediator, according to
the information adoption model. The empirical test, which used 257 data and
the PLS technique, revealed that source credibility and recommendation
usefulness influence consumers' acceptance intentions toward SoLoMo-based

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 product recommendations; source credibility, perceived accuracy, and
perceived benefit all positively affect recommendation usefulness. Furthermore,
gender plays an important role as a moderator. Theoretical and practical
implications were examined.

21. (Swati, 2019)The goal of the study is to highlight the behavioural components
of the generational change in the marketplace. People born after the Millennial
Generation are referred to as Generation Z. These are persons who were born in
the mid-1990s, still in the new century, i.e. in the year 2000. This generation is
a 'virtual generation,' meaning it has grown up in a digital world. They are more
sedentary, less social, and lack strong family values. From a market standpoint,
these consumers' personality qualities have opened doors for internet services.
People that have high traffic on online food ordering portals, and online
financial services, and are students of education with technology products and
the internet is their lifeline are known as Gen Z, Centennials, Founders, and
iGen (age group of 20-24). Marketers will find it difficult to reach out to this
open and extrovert generation. They are likely to swap brands frequently if the
brand does not meet their expectations. They are the ones who would use social
media to communicate and spread the word like wildfire. Part-time jobs, online
trade, franchising, and other forms of self-employment are common among the
iGen. During the buying process, this generation's consumers place greater
importance on reviews and feedback.

22. (Raval & Saxena, 2021)The purpose of this study was to determine the
customer choice spectrum among the most prospective target segments for the
health business, namely Generation X, millennials, and Generation Z. The goal
of this research is to discover generational motivational elements (drivers).
Generation X is made up of people born in the 1960s and 1970s, millennials are
people born in the late 1990s and early 2000s, and Generation Z is made up of
people born in the late 1990s and early 2000s. Psychological factors encourage
generation z to fully satisfy their need for mental tranquilly, according to this
study. They have other factors, such as physical factors. More strength, stamina,
improved cardiac efficiency, reduced illness risk, and reduced chance of harm
to the body control over body weight. In short Generation Z is fitness conscious.

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23. (Puiu, 2016)The article discusses the social behaviour of Generation Z youth,
who have different consumption tastes and different styles of making
purchasing decisions. The study's goals are to identify a pattern of Generation
Z's social behaviour, understand this behaviour in the context of the purchasing
role that young people play in their quality as consumers or at the very least as
influencers, and provide some guidelines for businesses the result shows that
this generation's youth share many characteristics in terms of thinking,
behaviour, decisions, and preferences, but they are still unique individuals.
Generation Z members are an important part of today's consumers, and even if
they aren't shoppers themselves, they have a lot of power over their parents'
purchasing decisions. As a result, marketing initiatives should target this
generation of young people, who are innovative and desire to be seen as early
adopters of new items.

24. (Munsch, 2021)Consumer behaviour among Millennials and Generation Z is

distinct, posing issues for marketers and advertising. They are online
multitaskers who are digital natives. According to the findings, Generation Z
consumers view messaging delivered by social media influencers and shared
with them by friends to be more relevant. Furthermore, in comparison to digital
marketing communication and advertising without social media influencers or
stimuli not shared with them by friends, digital marketing and advertising with
these qualities is viewed as more real from a qualitative perspective. According
to the findings, marketers and advertisers may be able to create more effective
Millennial and Generation Z targeted digital marketing communication and
advertising by creating shorter executions that incorporate popular music and
humour and are delivered by a well-researched social media influencer. The
findings revealed no significant qualitative changes between the two age
groups.

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 Chapter 3

Research Methodology

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 Chapter 3: Research Methodology

Research Methodology is the framework for a researcher's study and procedures

are referred to as research design. The design of the study helps the researchers to
employ the most relevant approaches for the study and to set up their investigations
efficiently in the future. In basic terms, research methodology is gathering data and
information on a certain research topic and presenting it using suitable methodologies
or in a scientific manner.

3.1 Research objective

The outcomes you want to attain by doing research are known as
research objectives. There are several research objectives in many research
initiatives. Developing solid research objectives might help your firm in
achieving its overall objectives. This research's primary aim is To verify the
authenticity of SoLoMo marketing communication in generation Z.
Following are secondary objective of this study.

• To study factors that influence the consumer to purchase goods and

services through SoLoMo services.
• To find out the preferable SoLoMo Platform and Application for
communication.

3.2 Research Design

The framework of market research methodologies and procedures
adopted by a researcher is referred to as research design. The researchers' design
allows them to use the most appropriate methodologies for the study and to set
up their investigations effectively in the future as well.

We chose Descriptive Research because descriptive studies in which the

researcher interacts with the participants may include a survey as well as other
relevant data. Data collection was done using the questionnaire.

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3.3 Data Source
i. Primary Data
The primary data is collected by preparing a questionnaire. A well-
framed and structured questionnaire is used for the collection of data.

ii. Secondary Data

Secondary data are those data which are previously been gathered by
someone else and must be determined whether or not they have already
been statistically analyzed. Books or journals, reports, data services, and
computer data banks are examples of public sources. Here we use websites,
research papers, and articles.

3.4 Data Collection

In the present study, primary data was collected through a questionnaire
from Google Forms, the Data was collected from Ahmedabad city and
especially from colleges and students. The research is depending on primary
data and information gathered through a structured questionnaire given to 407
people. The questionnaires were collected after completion by the respondents
on the same day and then responses were used for analysis. The data collected
was analyzed through statistical tools to fulfilment of the objective of the study.

3.5 Sample Design and Size

A convenience sampling method was adopted to identify the sample
respondents from a total population. A total of 407 respondents were selected
To collect accurate and true information for research, we talk with the
various respondent and explained the research problem and concept and got
their consent for responding to the questionnaire.

3.6 Tools and Techniques

The following tools and techniques have been applied in this research to
analyse the primary data

• Simple % analysis

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 • Pivot Tables and mean
• Pie charts and Bar charts
• Correlation in SPSS

3.7 Time period of study

We are doing this research in a time period of the study is 47 days.

3.8 Limitation of the study

Every effort will be made to obtain an error-free and complete
outcome, but nothing in this world is perfect. Following are some limitations
of the research.

• The researcher is having limited experience

• This study is conducted under a time constraint
• This survey focuses on in particular one generation so the result may
vary in other generation
• This survey was conducted in a particular area of Ahmedabad city so
the charter of all customers may vary.

3.9 Research Plan

Research Design Descriptive Study Design

Sampling Frame Generation Z (Age Group 15-25)
Sampling Unit Mobile and Social Media User
Sample Size 407
Sampling Method Judgmental Sampling Method
Primary Data Questionnaire
Secondary Data Websites, Research Papers, Articles

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3.10 Research Model
Functional value, social value, and epistemic value are all characteristics
of SoLoMo. The perceived benefit derived from an alternative's potential for
functional, utilitarian, or physical performance is known as functional value. It
is concerned with the provision of products with utilitarian purposes and
services. These characteristics of SoLoMo are similar to the theory of
consumption value. Here is the research model for studying the objective of the
research.

Functional Value

Social Value

Intention of
Purchase

Epistemic Value

Emotional Value

39 | P a g e
A. Functional Value

The deals the offering of products through SoLoMo with the utilitarian
functions and services. Functional value is related to the characteristics of a
product and other features that show the performance of the product to its users
for their needs.

i. Quality-Of-Benefits Value
The quality and benefit value refers to the product or service benefit gets
from the use of SoLoMo services. This value gets customers after purchase
through the SoLoMo platform and application.

ii. Monetary Value

The monetary value refers to the price value of any product or service.
In SoLoMo communication the offer and discount get through after the use
of these services.

B. Social Value
The perceived usefulness gained by an alternative's identification with
one or more identifiable groups is known as social value. The social network
system and the networks of ties among individuals who live and work in a
society have a stronger link, allowing that society to function successfully.

i. Social Status Value

The social status values refer to the social status of the consumer with
his peer, friend and family and society. In SoLoMo refers to the relative
level of respect, honour, and assumed competence get from particular
purchases.

40 | P a g e
C. Epistemic Value
True beliefs, justified views, knowledge, and understanding are all
examples of cognitive achievements that have epistemic worth.
i. Information value
The Information value refers to the knowledge and information about
any product and services get before any purchases. SoLoMo platform and
application provide information like the location of the shop, product and
level of trust through the review and word of mouth.

D. Emotional Value
The perceived usefulness derived from an alternative's ability to
generate feelings or affective states is known as emotional value. The perceived
usefulness derived from an alternative's ability to generate interest and bring
novelty is known as epistemic value. Conditional value, on the other hand, is
the perceived utility gained by an option as a result of the unique scenario or
combination of circumstances in which the decision-maker finds himself.

i. Privacy
Privacy is the concern of the user or the customer. Privacy refers to the
customer's private data like the preference test and choices. In SoLoMo
communications are completely based on the customer location tracking and
his preferences.

ii. Loyalty
Loyalty is a concern with a particular brand and product or service.
Loyalty generates through experience and satisfaction and repurchase
intention. In SoLoMo services customer experience and satisfaction lead to
building trust and future purchases.

41 | P a g e
 Chapter 4

Data Analysis and Interpretation

42 | P a g e
 Chapter 4: Data Analysis and Interpretation

4.1 Demographic analysis of respondents

The demographic analysis of this report is given below

Demographic Percentage (%)

Categories No of
Features of Respondents
Respondents
Gender Female 171 42.01%
Male 236 57.99%
Age 16 14 3.44%
17 19 4.67%
18 22 5.41%
19 40 9.83%
20 38 9.34%
21 43 10.57%
22 73 17.94%
23 78 19.16%
24 51 12.53%
25 29 7.13%
Education SSC & HSC 75 18.40%
Graduate 164 40.30%
Post Graduate 164 40.30%
Professional courses 4 1.00%
Occupation Student 272 66.80%
Professional 70 17.20%
Self Employed/
50 12.30%
Businessman
Employed 15 03.70%

43 | P a g e
SoLoMo Facebook 188 46.19%
Service Instagram 294 72.24%
Google service 257 63.14%
News App 100 24.57%
SMS 174 42.75%
Email 156 38.33%
Others 29 7.13%
Total 407 100.00%

44 | P a g e
4.2 Analysis of Demographic Information

4.2.1 Analysis of Gender

Gender No of Respondents Percentage

Female 171 42.01%
Male 236 57.99%
Total 407 100.00%

Gender

42%

58%

Male Female

The gender ratio that was surveyed is shown in this graph. With a
difference of 65 responses, it is clear that males are more domineering than
females. In comparison to males, male responses are more (236), while female
respondents are less (171).

45 | P a g e
4.2.2 Analysis of Age

Gender No of Respondence Percentage

16 14 3.44%
17 19 4.67%
18 22 5.41%
19 40 9.83%
20 38 9.34%
21 43 10.57%
22 73 17.94%
23 78 19.16%
24 51 12.53%
25 29 7.13%
Total 407 100.00%

Age
90
78
80 73
70
60
51
50 43
40 38
40
29
30 22
19
20 14
10
0
16 17 18 19 20 21 22 23 24 25

Age

This chart represents the age group of the respondents. The all-age group
was taken to start from 16 and above 25. The total number of respondents was
407, of which about 3.44% of respondents were 16 years of age. followed by 17
years of age, is 4.67%. 5.41% are under the age of 18. Approx. 10% are under
the age of 19. 9% approx. are under the age of 20. 21 years of age, get 11% of
the total respondent. 22 years of age, have 18%. 23 years of age, have 19%. 13%
are between the ages of 24 and 24. 7% are under the age of 25. All the required
age groups for the study were covered under the survey.

46 | P a g e
4.2.3 Analysis of Education Level of respondents

Education Level No of respondence Percentage

SSC & HSC 75 18.40%
Graduate 164 40.30%
Post Graduate 164 40.30%
Professional courses 4 01.00%
Total 407 100.00%

Education Level
4
75

164

164

SSC & HSC Graduate Post Graduate Professional courses

This diagram outlines the highest level of education taken by the

respondents. It shows that the maximum number of respondents are post
graduates and graduates which is 164 in number followed by 4% of total
respondents 4 are professional courses. Whereas only 75 respondents of SSC &
HSC.

47 | P a g e
4.2.4 Analysis of Occupation of Respondents

Occupation No of respondence Percentage

Student 272 66.80%
Employed 70 17.20%
Self Employed / Businessman 50 12.30%
Professional 15 03.70%
Total 407 100.00%

Occupation
3.70%

12.30%

17.20%
66.80%

Student Employed Self Employed / Businessman Professional

This chart represents the occupation of the respondents. It shows that the
highest number of respondents (272) are students which are approx. 67% of the
total. Whereas 70 respondents are occupied as employed and 50 respondents are
businessmen or self-employed, the lowest of all are professionals, with 15
respondents which are approx. 4% of a total of 407.

48 | P a g e
4.3 Analysis of Factors Related to SoLoMo Communication
4.3.1 Analysis of platform used for SoLoMo communication

SoLoMo Platform No of respondence Percentage out of 398

Facebook 188 46.19%
Instagram 294 72.24%
Google Services 257 63.14%
News App 100 24.57%
SMS 174 42.75%
Email 156 38.33%
Others 29 7.13%

350
294
300
257
250

200 188
174
156
150
100
100

50 29

0
Facebook Instagram Google News App SMS Email Others
Services

Facebook Instagram Google Services News App

SMS Email Others

The above chart shows the SoLoMo Service. The majority of them
(72%), find Instagram useful. Secondly, they prefer Google Service, which is
63% of users believe preliminary sources of communication, Facebook, which
is 46%, and SMS and email are respectively 43% and 38%. Lastly, the other 7%
of people use SoLoMo services like WhatsApp, Telegram, and Snapchat.

49 | P a g e
4.3.2 Analysis of SoLoMo Communication Provides Me Accurate Location-
Based Information About Retailer or Product.

Likert scale No of respondence Percentage

Completely Disagree 23 5.65%
Mostly Disagree 21 5.16%
Somewhat Disagree 35 8.60%
Neither Agree or Disagree 55 13.51%
Somewhat Agree 76 18.67%
Mostly Agree 111 27.27%
Completely Agree 86 21.13%
Total 407 100.00%
Average of Likert Scale 5.0073

Accuracy Location-Based Information

23 21 Completely Disagree
86
35 Mostly Disagree
Somewhat Disagree
Neither Agree or Disagree
55
Somewhat Agree
111 Mostly Agree

76 Completely Agree

The above chart shows that SoLoMo communication provides people

with accurate location-based information about a retailer or product. The chart
shows that the majority of respondents 27% mostly agree that they search for
information. 21% of respondents are completely agreeing and 19% are
somewhat agreed. Only 6% and 5% of respondents are completely disagreed
and mostly disagreed. 14% of respondents are either agree or disagree with how
solomo communication provides accurate location-based information about a
retailer or product. On average all are mostly agreed and satisfied with solomo
Communication.

50 | P a g e
4.3.3 Analysis of SoLoMo Helps Me to Know About A Variety of Products and
Their Seller Which Are Near to My Location

Likert scale No of respondence Percentage

Completely Disagree 14 3.44%
Mostly Disagree 49 12.04%
Somewhat Disagree 43 10.57%
Neither Agree or Disagree 26 6.39%
Somewhat Agree 93 22.85%
Mostly Agree 66 16.22%
Completely Agree 116 28.50%
Total 407 100.00%
Average of Likert Scale 4.9582

A Variety of Products and Their Seller Which Are Near to My Location

14
49 Completely Disagree
116
Mostly Disagree
43 Somewhat Disagree
Neither Agree or Disagree
26 Somewhat Agree
Mostly Agree
66
Completely Agree
93

The above chart shows that SoLoMo helps people to learn about a
variety of products and their sellers who are near their location. In the chart, it
shows that the majority 28.50% of respondents are completely agreed that they
search for information. 23% of respondents are somewhat agreed and 11% are
somewhat disagreed. Only 3% and 12% of respondents completely disagree and
mostly disagree. 6% of respondents are either agree or disagree with SoLoMo.
Mostly agree that SoLoMo mostly agrees It helps me to know about a variety
of products and their sellers who are near to my location.

51 | P a g e
4.3.4 I Like to Acquire A Great Deal and Information About the Benefits
Offered by SoLoMo Communication

Likert scale No of respondence Percentage

Completely Disagree 21 5.16%
Mostly Disagree 6 1.47%
Somewhat Disagree 69 16.95%
Neither Agree or Disagree 82 20.15%
Somewhat Agree 71 17.44%
Mostly Agree 64 15.72%
Completely Agree 94 23.10%
Total 407 100.00%
Average of Likert Scale 4.8280

Acquire A Great Deal and Information About the Benefits Offered

21
6
94 Completely Disagree
Mostly Disagree
69
Somewhat Disagree
Neither Agree or Disagree
Somewhat Agree
64
82 Mostly Agree
Completely Agree
71

The above chart shows that you can acquire a great deal of information
about the benefits offered by SoLoMo Services. In the chart, it shows that the
majority of respondents are completely satisfied. Approx. 17% of respondents
are somewhat agreed and somewhat disagreed. Only 5% and 2% of respondents
completely disagree and mostly agree. 20% of people are neither agree nor
disagree. Lastly, only 16% were mostly agreed. But average indicates
respondents mostly agreed with a great deal and information about the benefits
offered by SoLoMo Services.

52 | P a g e
4.3.5 Though the SoLoMo Offers Me Quality and Conventional Products at
Near Me.

Likert scale No of respondence Percentage

Completely Disagree 22 5.41%
Mostly Disagree 35 8.60%
Somewhat Disagree 53 13.02%
Neither Agree or Disagree 65 15.97%
Somewhat Agree 59 14.50%
Mostly Agree 48 11.79%
Completely Agree 125 30.71%
Total 407 100.00%
Average of Likert Scale 4.8378

The SoLoMo Offers Quality and Conventional Product

22
Completely Disagree
125 35
Mostly Disagree
Somewhat Disagree
53
Neither Agree or Disagree
Somewhat Agree
65
Mostly Agree
48 Completely Agree
59

The above chart shows that the SoLoMo offers people quality and
conventional products at prices near theirs. In the chart, it shows that the
majority 125 of respondents are completely agreed. 15% and 13% of
respondents believe that somewhat satisfied and somewhat dissatisfied. Only
6% and 9% of respondents are completely dissatisfied and mostly dissatisfied.
16% of people are neither agree nor disagree. Lastly, only 12% were mostly
agreed with Solomon’s offers of quality and conventional products.

53 | P a g e
4.3.6 SoLoMo Marketing Communication Consistently Offers Various
Benefits

Likert scale No of respondence Percentage

Completely Disagree 21 5.16%
Mostly Disagree 21 5.16%
Somewhat Disagree 31 7.62%
Neither Agree or Disagree 84 20.64%
Somewhat Agree 79 19.41%
Mostly Agree 84 20.64%
Completely Agree 87 21.38%
Total 407 100.00%
Average of Likert Scale 4.9140

The SoLoMo Offers Consistently Offers Various Benefits

5.16% 5.16%
Completely Disagree
21.38% 7.62%
Mostly Disagree
Somewhat Disagree
Neither Agree or Disagree
20.64% 20.64% Somewhat Agree
Mostly Agree
Completely Agree
19.41%

The above chart shows that SoLoMo marketing communication

consistently offers various benefits. In the chart, it shows that the majority of
respondents who fall between are neither agreed nor disagreed and mostly
satisfied or agreed. 19% and 8% of respondents are somewhat agreed and
somewhat disagreed. Only 5% of respondents are completely disagreed and
mostly disagreed. 20% of people are Mostly Satisfied and Completely Satisfied
with SoLoMo marketing communication consistently offers various benefits.

54 | P a g e
4.3.7 SoLoMo Offers Product That Is Good Value for Money.

Likert scale No of respondence Percentage

Completely Disagree 22 5.41%
Mostly Disagree 34 8.35%
Somewhat Disagree 26 6.39%
Neither Agree or Disagree 110 27.03%
Somewhat Agree 28 6.88%
Mostly Agree 84 20.64%
Completely Agree 103 25.31%
Total 407 100.00%
Average of Likert Scale 4.8476

SoLoMo Offers Product That Is Good Value for Money

5.41%
8.35% Completely Disagree
25.31% 6.39% Mostly Disagree
Somewhat Disagree
Neither Agree or Disagree
Somewhat Agree
27.03%
Mostly Agree
20.64%
Completely Agree
6.88%

The above chart shows that SoLoMo offers products that are good value
for the respondents' money. In the chart, it shows that the majority of
respondents are neither satisfied nor dissatisfied with the purchase.7% of
respondents are somewhat agreed and somewhat disagreed. Only 5% and 8% of
respondents are completely dissatisfied and mostly dissatisfied. 21% of people
are mostly satisfied with SoLoMo's offering of products that are good value for
their money.

55 | P a g e
4.3.8 SoLoMo Helps Me to Compare Prices of Product in Local Market and E-
Commerce.

Likert scale No of respondence Percentage

Completely Disagree 7 1.72%
Mostly Disagree 24 5.90%
Somewhat Disagree 31 7.62%
Neither Agree or Disagree 75 18.43%
Somewhat Agree 71 17.44%
Mostly Agree 90 22.11%
Completely Agree 109 26.78%
Total 407 100.00%
Average of Likert Scale 5.1744

To Compare Prices of Product in Local Market and E-Commerce.

1.72% 5.90%
Completely Disagree
7.62%
26.78% Mostly Disagree
Somewhat Disagree

18.43% Neither Agree or Disagree

Somewhat Agree

22.11% Mostly Agree

17.44% Completely Agree

The above chart shows that SoLoMo helps me compare the prices of
products in the local market and on e-commerce. In the chart, it shows that the
majority of respondents are completely agreed with 27% of the total responses.
17% and 8% of respondents are somewhat agreed and somewhat disagreed.
Only 2% and 6% of respondents are completely disagreed and mostly disagreed.
SoLoMo helps to compare the prices of products in the local market and e-
commerce. 22% of people are mostly satisfied with it.

56 | P a g e
4.3.9 Using SoLoMo Allows Me to Take Advantage of Promotional Offers.

Likert scale No of respondence Percentage

Completely Disagree 28 6.88%
Mostly Disagree 31 7.62%
Somewhat Disagree 40 9.83%
Neither Agree or Disagree 74 18.18%
Somewhat Agree 61 14.99%
Mostly Agree 71 17.44%
Completely Agree 102 25.06%
Total 407 100.00%
Average of Likert Scale 4.7936

Allows Me to Take Advantage of Promotional Offers

28
Completely Disagree
102 31
Mostly Disagree

40 Somewhat Disagree
Neither Agree or Disagree
Somewhat Agree
Mostly Agree
71 74
Completely Agree
61

In the chart, it shows that the majority of respondents are completely

agree that the SoLoMo allows you to take advantage of promotional offers. 61
and 40 of respondents are somewhat agreed and somewhat disagreed. Only 7%
and 8% of respondents are completely disagreed and mostly disagreed with this
statement. Using SoLoMo allows you to take advantage of promotional offers.
17% of people are mostly agree with it.

57 | P a g e
4.3.10 The use of SoLoMo helps me stand out among my peers who believe in
vocal for locals.

Likert scale No of respondence Percentage

Completely Disagree 23 5.65%
Mostly Disagree 25 6.14%
Somewhat Disagree 26 6.39%
Neither Agree or Disagree 101 24.82%
Somewhat Agree 84 20.64%
Mostly Agree 61 14.99%
Completely Agree 87 21.38%
Total 407 100.00%
Average of Likert Scale 4.7911

23
25
87
26 Completely Disagree
Mostly Disagree
Somewhat Disagree
Neither Agree or Disagree
61 101
Somewhat Agree
Mostly Agree
Completely Agree
84

In the chart, it shows that the majority of respondents are neutral neither
they agree nor do the use of SoLoMo help respondents stands out among their
peers who believe in vocal for local. 21% and 7% of respondents are somewhat
satisfied and somewhat dissatisfied with their social value needs. Only 6% and
5% of respondents are completely disagreed and mostly disagreed. 15% and
21% of people are Mostly Satisfied and Completely Satisfied with their social
needs with the use of SoLoMo helps respondents stand out among their peers
who believe in vocal for local.

58 | P a g e
4.3.11 The Use of SoLoMo To Purchase Products Helps Make A Positive
Impression on Other Local Retailers or Companies.

Likert scale No of respondence Percentage

Completely Disagree 39 9.58%
Mostly Disagree 46 11.30%
Somewhat Disagree 23 5.65%
Neither Agree or Disagree 75 18.43%
Somewhat Agree 50 12.29%
Mostly Agree 64 15.72%
Completely Agree 110 27.03%
Total 407 100.00%
Average of Likert Scale 4.6781

39

110 46 Completely Disagree

Mostly Disagree

23 Somewhat Disagree
Neither Agree or Disagree
Somewhat Agree
64 75 Mostly Agree
Completely Agree
50

The above chart shows that the use of SoLoMo to purchase products
helps make a positive impression on other local retailers or companies. In the
chart, it shows that the majority of respondents are completely agreed with the
statement. 12% and 6% of respondents are somewhat satisfied and somewhat
dissatisfied with services. Only 11% and 10% of respondents completely
disagree and mostly disagree. 16% of people are mostly satisfied with the use
of SoLoMo to purchase products, which helps make a positive impression on
other local retailers or companies.

59 | P a g e
4.3.12 I Feel More Insecure or Compromise with My Privacy in SoLoMo
Platform and Application.

Likert scale No of respondence Percentage

Completely Disagree 13 3.19%
Mostly Disagree 55 13.51%
Somewhat Disagree 47 11.55%
Neither Agree or Disagree 74 18.18%
Somewhat Agree 44 10.81%
Mostly Agree 83 20.39%
Completely Agree 91 22.36%
Total 407 100.00%
Average of Likert Scale 4.7051

3.19%

22.36% 13.51%
Completely Disagree
Mostly Disagree
Somewhat Disagree
11.55%
Neither Agree or Disagree
Somewhat Agree
20.39%
Mostly Agree
18.18%
Completely Agree
10.81%

The above chart shows that respondents feel more insecure or

compromised about their privacy on the SoLoMo platform and application. In
the chart, it shows that the majority of respondents are completely agreed with
the statement. 11% and 12% of respondents are somewhat agreed and somewhat
disagreed. Only 13 and 55 of the respondents are completely disagreed and
mostly disagreed. 83 and 74 people are mostly agreed and neither agree nor
disagree, with the respondents feeling more insecure or compromised with their
privacy on the SoLoMo platform and application.

60 | P a g e
4.3.13 I Will Be Satisfied with The Products and Services to Acquire Through
the SoLoMo Communication.

Likert scale No of respondence Percentage

Completely Disagree 6 1.47%
Mostly Disagree 51 12.53%
Somewhat Disagree 30 7.37%
Neither Agree or Disagree 61 14.99%
Somewhat Agree 97 23.83%
Mostly Agree 71 17.44%
Completely Agree 91 22.36%
Total 407 100.00%
Average of Likert Scale 4.8894

1.47%
12.53%
22.36%
Completely Disagree
7.37% Mostly Disagree
Somewhat Disagree
Neither Agree or Disagree
14.99% Somewhat Agree
17.44%
Mostly Agree
Completely Agree
23.83%

The above chart shows that customers will be satisfied with the products
and services acquired through SoLoMo communication. In the chart, it shows
that the majority of respondents is somewhat agreed. 7% of respondents are
somewhat dissatisfied. Only 6 and 51 of the total respondents are completely
dissatisfied and mostly dissatisfied. 15% of people are neither agreed nor
disagreed with the statement. Finally, only 17% and 22% were mostly agreed
and completely agreed, on average all respondent is mostly satisfied with the
products and services obtained through SoLoMo communication, respectively.

61 | P a g e
4.3.14 I Will Purchase products or Services Through SoLoMo Communication
in The Future.

Likert scale No of respondence Percentage

Completely Disagree 31 7.62%
Mostly Disagree 28 6.88%
Somewhat Disagree 22 5.41%
Neither Agree or Disagree 47 11.55%
Somewhat Agree 75 18.43%
Mostly Agree 89 21.87%
Completely Agree 115 28.26%
Total 407 100.00%
Average of Likert Scale 5.0491

7.62%
6.88%
28.26% Completely Disagree
5.41%
Mostly Disagree
Somewhat Disagree
Neither Agree or Disagree
11.55%
Somewhat Agree
Mostly Agree
21.87%
Completely Agree
18.43%

The above chart shows that respondents will purchase products or

services through SoLoMo communication in the future. In the chart, it shows
that the majority of respondents are completely agreed. 75 and 22 of respondents
are somewhat agreed and somewhat disagreed. Approx. 7% of respondents are
completely dissatisfied and mostly disagreed. 12% of people are neither agree
nor disagree. Finally, only 22% of respondents mostly agreed with the fact that
respondents would purchase products or services through SoLoMo
communication in the future.

62 | P a g e
4.4 Analysis of Correlation with Age

4.4.1 Analysis of Correlation with Quality and Conventional Product at Near

Me.

H1: There is no correlation between the age of generation z and the SoLoMo
offers me quality and conventional products at near me (QV1).

Correlations
AGE QV1
AGE Pearson Correlation 1 -.049
Sig. (2-tailed) .327
N 407 407
QV1 Pearson Correlation -.049 1
Sig. (2-tailed) .327
N 407 407

The above table represents the correlation between the age of generation
z and the SoLoMo offers me quality and conventional products at near me.
The value of correlation r is -0.049 is less than 0 means the correlation between
Age and QV1 is a negative correlation.

So, there is a negative correlation between the age of generation z and

the SoLoMo offers me quality and conventional products at near me.

63 | P a g e
4.4.2 Analysis of Correlation with Consistently Offers Various Benefits.

H2: There is no correlation between the age of generation z and the SoLoMo
marketing communication consistently offers various benefits (QV2).

Correlations
AGE QV2
Pearson Correlation 1 .059
AGE Sig. (2-tailed) .239
N 407 407
Pearson Correlation .059 1
QV2 Sig. (2-tailed) .239
N 407 407

The above table represents the correlation between the age of generation
z and the SoLoMo marketing communication consistently offers various
benefits. The value of correlation r is 0.059 is greater than 0 means the
correlation between Age and QV2 is a positive correlation.

So, there is a correlation between the age of generation z and the

SoLoMo marketing communication consistently offers various benefits
(QV2).

64 | P a g e
4.4.3 Analysis of Correlation with Product That Is Good Value for My Money.

H3: There is no correlation between the age of generation z and the SoLoMo
offers a product that is good value for my money (MV1)

Correlations
AGE MV1
Pearson Correlation 1 .054
AGE Sig. (2-tailed) .280
N 407 407
Pearson Correlation .054 1
MV1 Sig. (2-tailed) .280
N 407 407

The above table represents the correlation between the age and the
SoLoMo offers a product that is good value for my money. The value of
correlation r is 0.054 is greater than 0 means the correlation between Age and
MV1 is a positive correlation between two variables.

So, there is a correlation between the age of generation z and the

SoLoMo offers a product that is good value for my money (MV1).

65 | P a g e
4.4.4 Analysis of Correlation with To Compare Prices of Product in Local
Market and E-Commerce.

H4: There is no correlation between the age of generation z and SoLoMo helps
me to compare the prices of the product in the Local market and E-commerce
(MV2).

Correlations
AGE MV2
Pearson Correlation 1 .029
AGE Sig. (2-tailed) .560
N 407 407
Pearson Correlation
.029 1
MV2
Sig. (2-tailed) .560
N 407 407

The above table represents the correlation between Age and the SoLoMo
and helps me to compare the prices of the product in the Local market and E-
commerce. The value of correlation r is 0.029 is greater than 0 means the
correlation between Age and MV2 is a positive correlation.

So, there is a correlation between the age of generation z and SoLoMo

helps me to compare the prices of the product in the Local market and E-
commerce (MV2).

66 | P a g e
4.4.5 Analysis of Correlation with To Take Advantage of Promotional Offers.

H5: There is no correlation between the age of generation z and using SoLoMo
allows me to take advantage of promotional offers (MV3).

Correlations
AGE MV3
Pearson Correlation 1 -.028
AGE Sig. (2-tailed) .575
N 407 407
Pearson Correlation -.028 1
MV3 Sig. (2-tailed) .575
N 407 407

The above table represents the correlation between Age and Using
SoLoMo allows me to take advantage of promotional offers. The value of
correlation r is -0.028 is less than 0 means the correlation between Age and
MV3 is negative relation.

So, there is a negative correlation between the age of generation z and

Using SoLoMo allows me to take advantage of promotional offers (MV3).

67 | P a g e
4.4.6 Analysis of Correlation with To Stand Out Among My Peers Who Believe
in Vocal for local.

H6: There is no correlation between the age of generation z and the use of
SoLoMo helps me stand out among my peers who believe in vocal for local
(SV1).

Correlations
AGE SV1
Pearson Correlation 1 .078
AGE Sig. (2-tailed) .118
N 407 407
Pearson Correlation .078 1
SV1 Sig. (2-tailed) .118
N 407 407

The above table represents the correlation between Age and the use of
SoLoMo helps me stand out among my peers who believe in vocal for local.
The value of correlation r is -0.078 is greater than 0 means the correlation
between Age and SV1 is a positive correlation between those variables.

So, there is a correlation between the age of generation z and the use of
SoLoMo helps me stand out among my peers who believe in vocal for local
(SV1).

68 | P a g e
4.4.7 Analysis of Correlation with To Make A Positive Impression on Other
Local Retailers or Company.

H7: There is no correlation between the age of generation z and the use of
SoLoMo to purchase products that help make a positive impression on other
local retailers or companies (SV2).

Correlations
AGE SV2
AGE Pearson Correlation 1 .030
Sig. (2-tailed) .543
N 407 407
SV2 Pearson Correlation .030 1
Sig. (2-tailed) .543
N 407 407

The above table represents the correlation between Age and the use of
SoLoMo to purchase products that help make a positive impression on other
local retailers or companies. The value of correlation r is 0.030 is greater than
0 means the correlation between Age and SV2 is a positive correlation.

So, there is a correlation between the age of generation z and the use of
SoLoMo to purchase products that help make a positive impression on other
local retailers or companies (SV2).

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4.4.8 Analysis of Correlation with To Provides Me Accurate Location-Based
Information About Retailer or Product.

H8: There is no correlation between the age of generation z and the SoLoMo
communication provide me accurate location-based information about retailer
or product (IV1).

Correlations
AGE IV1
AGE Pearson Correlation 1 -.022
Sig. (2-tailed) .661
N 407 407
IV1 Pearson Correlation -.022 1
Sig. (2-tailed) .661
N 407 407

The above table represents the correlation between Age and the use of
the SoLoMo communication providing me with accurate location-based
information about retailers or products. The value of correlation r is -0.022 is
less than 0 means the correlation between Age and IV1 is a negative
correlation between those variables.

So, there is a negative correlation between the age of generation z and

the SoLoMo communication providing me accurate location-based
information about retailers or products (IV1).

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4.4.9 Analysis of Correlation with Information About the Benefits Offered
from SoLoMo Services.

H9: There is no correlation between the age of generation z and acquiring a

great deal of information about the benefits offered by SoLoMo Services
(IV2).

Correlations
AGE IV2
AGE Pearson Correlation 1 .057
Sig. (2-tailed) .249
N 407 407
IV2 Pearson Correlation .057 1
Sig. (2-tailed) .249
N 407 407

The above table represents the correlation between Age and acquiring a
great deal of information about the benefits offered by SoLoMo Services. The
value of correlation r is 0.057 is greater than 0 means the correlation between
Age and IV2 is a positive correlation between those variables.

So, there is a correlation between the age of generation z and acquiring

a great deal of information about the benefits offered by SoLoMo Services
(IV2).

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4.4.10 Analysis of Correlation with To Knows About A Variety of Products and
Their Sellers Which Are Near to My Location.

H10: There is no correlation between the age of generation z and to know

about a variety of products and their sellers which are near to my location
(IV3).

Correlations
AGE IV3
Pearson Correlation 1 .015
AGE Sig. (2-tailed) .761
N 407 407
Pearson Correlation .015 1
IV3 Sig. (2-tailed) .761
N 407 407

The above table represents the correlation between Age and to know
about a variety of products and their sellers which are near to my location. The
value of correlation r is 0.015 is greater than 0 means the correlation between
Age and IV3 is a positive correlation between those variables.

So, there is a correlation between the age of generation z and to know

about a variety of products and their sellers which are near to my location
(IV3).

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4.4.11 Analysis of Correlation with feel more insecure or compromising with
privacy.

H11: There is no correlation between the age of generation z and to feel more
insecure or compromising with my privacy in the SoLoMo platform (P1).

Correlations
AGE P1
AGE Pearson Correlation 1 .013
Sig. (2-tailed) .790
N 407 407
P1 Pearson Correlation .013 1
Sig. (2-tailed) .790
N 407 407

The above table represents the correlation between Age and to feel more
insecure or compromise with my privacy in the SoLoMo platform. The value of
correlation r is 0.013 is greater than 0 means the correlation between Age and
P1 is a positive correlation between those variables.

So, there is a correlation between the age of generation z and to feel

more insecure or compromise with my privacy in the SoLoMo platform (P1).

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4.4.12 Analysis of Correlation with To Satisfied and Loyal with The Products
and Services Acquire Through the SoLoMo Communication.

H12: There is no correlation between the age of generation z and to satisfied

and loyal with the products and services acquired through the SoLoMo
communication (L1).

Correlations
AGE L1
AGE Pearson Correlation 1 -.052
Sig. (2-tailed) .298
N 407 407
L1 Pearson Correlation -.052 1
Sig. (2-tailed) .298
N 407 407

The above table represents the correlation between Age and to satisfied
and loyal to the products and services acquired through the SoLoMo
communication. The value of correlation r is -0.056 is less than 0 means the
correlation between Age and L1 is a negative correlation between those
variables.

So, there is a negative correlation between the age of generation z and

to satisfied and loyal with the products and services acquired through the
SoLoMo communication (L1).

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 Chapter 5

Finding and Suggestion

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 Chapter 5: Findings and Suggestions

5.1 Findings
The main objective of this research is to check the authenticity of
SoLoMo marketing communication in generation Z along with that find the
factors influence the consumer to purchase goods and services through SoLoMo
and the preferable SoLoMo Platform used by the user. The finding as per the
followings.

• The data shows that the difference between males and females is
approx. 16% of the total user and the majority of male respondents use
SoLoMo communication.
• From the age, group data find that the majority of respondents 60%
belong to 21 to 24 years, so this age group people are the independent
decision-maker. This age of respondents currently doing study in
graduation and post-graduation.
• We found that generation z spends more time on the Instagram
platform so 72% of respondents prefer Instagram along with that 63%
prefer google and Facebook as SoLoMo Platform and Applications for
communication.
• Analysis epistemic value finds that the user gets accurate information
regarding the variety of products and their seller which are near to the
location and the benefits like product use and alternative. The user has
still doubts about the accuracy of the location information of the seller
and product.
• In Quality-of-benefits value where we find that SoLoMo provides the
user with quality and conventional products or services in localize and
also provide consistently offers various benefits like a quantity of the
product quality.
• To analyse Monetary value with the age we found that product and
service purchases through the SoLoMo communication value for
money and they take advantage of price comparison but they cannot
sure or trust on offer.

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 • In this research, we found that there is a positive relation between
generation z and social value acquired through the SoLoMo service
that creates a positive impression on other local retailers or companies.
• Privacy of the user is the main issue in the use SoLoMo services.
Generation Z is more conscious about privacy. Generation z is mostly
satisfied with the product and service rendered through the SoLoMo
communication but they don’t loyal to the product or service in long
run.
• Generation Z is more experimental they use the SoLoMo platform for
the purchase of products or services in the future.

5.2 Suggestions For SoLoMo Practitioner

The SoLoMo offers businesses a tremendous opportunity to acquire new
consumers and also helps to increase revenue and enhance customer service.
When we look at marketing trends, we can see the potential of SoLoMo
marketing communication. Companies and brands take advantage of SoLoMo
communication to improve customer experience. Not only companies but local
businesses or retailers also take advantage of these. Here is some suggestion for
marketer for SoLoMo communication.

• To attract new customer, marketer to make sure that their name,

address and phone number is consistent on all social media platforms,
websites and the SoLoMo platform.
• The Google search engine is used by the majority of the customer.
Retailers make sure your business is listed there, and it will appear in
local searches and on Google maps. And get reviews and ratings from
the customer because Generation Z takes the decision based on ratings
and reviews.
• Advertise on apps such as Google and Foursquare, which will provide
push notifications to potential consumers who are nearby.
• The marketer should regularly post blogs mentioning events and
activities that have a local interest along with that also updating
products and offer and discount.

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Chapter 6

Conclusion

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 Chapter 6: Conclusion

The main goal of this research is to verify the authenticity of communication

through SoLoMo practices in generation z. end of this research we find that SoLoMo
Marketing Communication influences generation z to make a purchase. In this research,
we found that generation z is majorly trusting on Instagram and Google compared to
Facebook Marketplace. Function value which includes quality-of-benefits value,
monetary value and social value influences the generation z to use the SoLoMo
platform to make a purchase. We discovered that rewarding customers ease their
privacy concerns. Customers are willing to spend more money and make porches if
they are properly offered and the discount they get. This research focused on only
generation z which is a limitation, and new scope for further research.

It's impossible to ignore the power of social networking, location-based

advertising, and smartphone marketing. Mobile commerce is here to stay, and all
indications are that it will grow in popularity. SoLoMo is an essential marketing plan
for your company.(Knopf, 2016)

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Chapter 7

References

80 | P a g e
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Chapter 8

Annexure

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 Chapter 8: Annexure

8.1 Questionnaire

1. Gender
A. Male
B. Female
C. Transgender

2. Age: ( )

3. Education
A. SSC & HSC
B. Graduate
C. Post Graduate
D. Professional Courses

4. Occupation
A. Student
B. Employed
C. Self Employed / Businessman
D. Professional

5. SoLoMo Services
A. Facebook
B. Instagram
C. Google
D. News App
E. SMS
F. Email
G. Other

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Scale Details
Likert scale Rating
Completely Disagree 1
Mostly Disagree 2
Somewhat Disagree 3
Neither Agree or Disagree 4
Somewhat Agree 5
Mostly Agree 6
Completely Agree 7

Variable Questions 1 2 3 4 5 6 7

Though the SoLoMo offers me

quality and conventional products
Quality-of-
at near me
benefits
SoLoMo marketing
value
communication consistently offers
various benefits

SoLoMo offers a product that is

good value for my money.

Monetary SoLoMo helps me to compare

Value prices of the product in the Local
market and E-commerce.

Using SoLoMo allows me to take

advantage of promotional offers.

The use of SoLoMo helps me

Social
stand out among my peers who
Status value
believe in vocal for locals.

87 | P a g e
 The use of SoLoMo to purchase
products helps make a positive
impression on other local retailers
or companies.

SoLoMo communication provides

me accurate location-based
information about retailers or
products.

I like to acquire a great deal of

Information
information about the benefits
value
offered from SoLoMo Services.

It helps me to know about a

variety of products and their
sellers which are near to my
location.

I feel more insecure or

Privacy compromise with my privacy in
the SoLoMo platform.

I will be satisfied and loyal with

Loyalty the products and services acquired
through the SoLoMo

I will purchase products or

Use
services through SoLoMo in the
Intention
future.

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