ASSIGNEMENT-SOCIAL MEDIA

What kind of support do social media influencers from tier-II towns need
from platforms like Facebook or Instagram?

Introduction

Over the last decade, we’ve watched social media's relevance skyrocket in the previous decade.
Around 4 billion people actively use social media - that's 50% of the world's population.
Inevitably, these individuals resort to social media influencers for guidance in making
decisions. In social media, influencers are persons who have established a reputation for their
knowledge and experience on a certain subject. They create enormous followings of enthusiastic,
interested people who pay close attention to their ideas by making regular updates about that
topic on their preferred social media channels. Brands adore social media influencers because
they can start trends and persuade their fans to buy the things they promote.

Instagram is the most sought-after influencer marketing platform due to its versatility. Reels of
Instagram provided a platform for people of tier 2 cities who cannot afford resources for good
video quality content. But for reel making, they only require one smartphone with decent camera
and can shoot short videos from it.

Problem Statement

What kind of support do social media influencers from tier-II towns need from platforms like
Facebook or Instagram?

Research Objective

 Identifying the key issues faced by influencers while creating and posting content on
such applications and trying to minimize them.
 Identifying ways to improve user experience in terms of safety issues (Cyber Bullying
and Harassment) to gain the influencer's (teens and their parents) confidence.
 Identifying ways to connect these influencers with relevant channels and help
increase their reach

Importance and Benefit of Study

This study will help us understand the psychology of the influencers in a much better way. The
research will be extremely beneficial to the marketers and people involved with Facebook or
Instagram. We can use our findings in segmenting and understanding their customer problems,
potential customer base, and size of the market.

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Data collected from it can further be used by researchers to carry out studies in the field of
Digital Marketing and what support influencers are expecting from Facebook or Instagram. It
will also help influencers to increase their reach by following proper methodology to connect
with relevant channels. It will also curate people who are aspiring to become Influencers and
show the real obstacle or hurdles they will have to go through to become successful influencers.

Research Methodology

Data Collection
It is very crucial to collect both qualitative and quantitative data, which would be helpful for
further analysis. We need to structure the research such that we get diverse observations and
learn from them. For that, it is important for us to conduct focused group discussions and
individual interviews of 30+ people from different states. We take a sample of 30+ random
people to avoid possible biases. A proper sample can be obtained by stratified sampling
technique or random clustering method of sampling

After the interviews are done, we can have a focused group discussion among the candidates in a
group of 6-10 influencers and come up with insights and structure a questionnaire and circulate it
online through emails and social media platforms. These survey questions will be user-centric
and would be gathered for further analysis and understanding of the influencer using platforms
like FB. The questionnaire should be short and crisp, like 10-12 questions structured in a flow
and having questions type involving Likert Scale for a better understanding of user's choice.
Quantitative data collected can also be compared with the individual responses obtained by
respondents to understand their psychology and behavioral patterns.

Two methods of collecting data will be utilized for the process:

1. Primary Data Collection Method

Primary data would be collected first via qualitative methods, following which the validation of
such data would be performed using quantitative methods of data collection.

2. Secondary Data Collection Method

We intend to include data available on websites, books, etc., in our research. This will be done to
analyze the current trends and study the efficacy of those steps. Secondary data would also be
considered to further gain insights on the issues faced by media influencers and strengthen the
hypothesis.

Data Analysis

The data collected from the research can be processed through various statistical analysis
methods to come to the desired outcome. Our research will provide us with behavioral and
psychological data, and for the analysis of those data, we will use Cohort Analysis. To
understand the relationship between the different parameters and to comprehend the influencer's
issues and improvement in tier-II cities as compared to Tier-I cities and for this, we can use
Regression Analysis. We can also use the Chi test to understand the relation between different
variables. These are a few required tests we can use for our analysis.

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Timeline
Period Task
Week 1-2 Secondary research on influencer base in tier II cities. Helpful for the
researcher to become familiar with the topic
Week-2-4 Conducting Qualitative research: Focused Group Discussion, One to One
interaction and Prepare for Questionnaire
Week 4-8 Experimenting for ten days, Surveying and data collection, Data Analysis,
Developing Model
Week 8-10 Use of Model for prediction, Testing and verifying it from experts, Making
a draft of the final report
Week 11-12 Final Report publishing

Budget
S. No. Description Amount (in Rs)
A Senior Workforce
1 Researcher @ 3 months 6,00,000
2 Assistant Researcher @ 3 months 3,00,000
Sub - Total 9,00,000
B Other Workforce
1 Analysis Technician @ 3 months 4,20,000
2 Agents @ 3 months 2,00,000
Sub - Total 6,00,000
C Interviews 7,00,000
D Focus Group Discussion 3,50,000
E Travel Costs 3,50,000
F Equipment/Supplies 7,00,000
G Miscellaneous 1,00,000
Total 37,00,000

References
1. Business Research Methods by Donald R Cooper | Pamela S Schindler | J.K Sharma
2. https://www.telegraphindia.com/jharkhand/lockdown-boredom-made-them-tiktok-
dancing-stars-with-a-million-followers/cid/1778157
3. https://nyweekly.com/business/shailendra-kumar-singh-bridging-the-gap-between-small-
town-and-big-town-in-the-influencer-marketing-domain/
4. https://www.voguebusiness.com/consumers/the-rise-of-the-indian-influencer

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