CHAPTER-1

INTRODUCTION

This study looks at consumer preferences across several social media sites. The study will specifically
aim to pinpoint the most well-liked social media networks as well as the elements that
influence users' preferences foreach platform. A sample of customers would be surveyed as part of
the study to determine their preferences for each social media network. The survey would ask
participants about their main motivations for utilising each platform, their usage patterns, the
features and material they most frequently utilise, and the interactions they like with regards to these
systems behaviour. The concept of online payment options has profoundly altered how consumers
and businesses conduct business. Online payment methods provide.

The most well-liked social media networks and the elements influencing user preferences for each
platform would be determined by an analysis of the survey results. To determine the most
significant influencing elements of preferences, this analysis may include factor analysis. It may
also compare linear regression models for each platform to determine the best predictors of
preferences.

The concept of online payment options has profoundly altered how consumers and businesses conduct
business. Users of online payment systems can send money quickly and securely from the comfort
of their homes with ease and security. Therefore, the reasons for the rise in the use of online
payment solutions should be clear.
Over the past few years, consumer behaviour has been more influential on social media sites. Social
media platforms have evolved into a significant part of marketing for businesses because they give
them the opportunity to engage with their target audiences, build brand awareness, and increase
revenue. The concept of online payment options has profoundly altered how consumers and
businesses conduct business. Users of online payment systems can send money quickly and securely
from the comfort of their homes with ease and security. Thus, it should be clear why there has
been an The study's findings would give important information about customer preferences for
various social media platforms. Marketers might use this data to more effectively target their
advertisements and promotions, and social media platforms themselves could utilise it to enhance
the features and content available to their users.

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Millions of individuals use social media platforms for communication, entertainment, and information
sharing, making social media a fundamental aspect of contemporary culture. With the expanding
amount of social media platforms available, it is crucial for organizations to comprehend customer
preferences in order to develop successful social media marketing strategies.

Understanding customer preferences for social media platforms includes figuring out the variables
that affect those preferences. Users of social media do so for a variety of reasons, including
communication, entertainment, and information exchange. Social media platform preferences among
users can be strongly influenced by features, functionality, and user experience. Customers might,
for instance, like social media sites with a user-friendly layout while others might favour sites that
provide more specialized content recommendations.

Preferences for social media platforms can also be influenced by demographic criteria including
age, gender, and income. While older users may favour platforms that priorities privacy and
security, younger users typically favour social media sites that offer more engaging features. The
use of social media platforms can also vary by gender, with women being more likely to use
Pinterest and Instagram while males are more likely to favour Twitter and LinkedIn.

Assessing the influence of social media on customer attitudes and behaviour is another goal of
research on consumer preferences for social media platforms. Social media use can have both
beneficial and detrimental consequences on a person's mental health and wellbeing, with some
users reporting addiction and anxiety as a result of their usage. Businesses can benefit by being
aware of these implications.

Preferences for social media platforms can also be influenced by demographic criteria including
age, gender, and income. While older users may favour platforms that priorities privacy and
security, younger users typically favour social media sites that offer more engaging features. The
use of social media platforms can also vary by gender, with women being more likely to use
Pinterest and Instagram while males are more likelyto favour Twitter and LinkedIn.

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Assessing the influence of social media on customer attitudes and behaviour is another goal of
research on consumer preferences for social media platforms. Social media use can have both
beneficial and detrimental consequences on a person's mental health and wellbeing, with some users
reporting addiction and anxiety as a result of their usage. Businesses can benefit by being aware of
these implications.

Understanding these consequences can assist companies in developing social media strategies that put
user satisfaction first and increase consumer satisfaction. Influencers on social media may alter users'
preferences for particular social media sites. As a result of businesses collaborating with
influencers to reach new audiences and raise brand awareness, influencers have emerged as a crucial
component of social media marketing. Some users favour social media platforms that provide more
options for interaction with influencers, hence the popularity of social media influencers can have a
substantial impact on consumer preferences for social media platforms.

Last but not least, researching customer preferences for social media sites can assist companies in
identifying chances to enhance user experiences and raise user happiness. Customers tend to be loyal,
thus social media platforms that prioritise user requirements and preferences are more likely to
prosper in the long run.

To sum up, firms must research consumer preferences for social media platforms in order to develop
successful social media marketing plans. Businesses can develop social media strategies that put the
needs of users first and boost customer satisfaction by identifying the variables that affect these
preferences, evaluating the impact of socialmedia on consumer attitudes and behaviour, and spotting
opportunities to improve user experiences.

The aim of the study, the amount of time needed to complete the research, the environment in which the
research is conducted, or any other similar element are all variants of one or more of the aforementioned
methodologies. Research can be viewed from a temporal perspective as either a single study or a series of
studies throughout time. The research is limited to a single time period in the first scenario, while it is
conducted throughout a number of time periods in the second. Depending on the environment in which it
will be conducted, research can be conducted in a lab, a field, or a simulation. It is also possible to
comprehend research.

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The term "research" can also refer to clinical or diagnostic research. Such studies employ case-study
techniques or in- depth strategies to identify the fundamental causal relationships. Such studies typically
use very tiny samples and extremely deep probing data gathering tools to delve deeply into the causes of
objects or situations that interest us. The research could be formalised or exploratory. In contrast to
formalised research studies, which have a strong framework and particular hypotheses to be evaluated,
exploratory research focuses more on developing hypotheses than testing them. Historical research is the study
of previous events or concepts, including the philosophy of individuals and groups at any distant time, using
historical materials like papers, relics, etc.

Additionally, research can be categorised as either decision- or conclusion-oriented. When coming to a

conclusion, a researcher is free to choose an issue, restructure the investigation as he goes, and conceptualise
however he pleases. Research that is choice-oriented is always conducted to meet the needs of a decision
maker, so the researcher is not free to follow his own interests in this situation. Since operations research
is a scientific way of giving executive departments a quantitative basis for judgements involving operations
under their control, it serves as an example of decision-oriented research. Different techniques are used in the
data collection approach for gathering both primary and secondary data. The data that is gathered through
observation or other primary methods.

Organisations planning to use social media to spread goodwill and raise awareness of their goods and
services will find the study to their advantage. When integrating social media in their organisations, managers
should keep information acquisition, electronic word-of-mouth, and perceived quality in mind. In particular
from the perspective of Pakistan, this study will be a significant addition to the body of literature. Every
year, there is a spectacular increase in the number of people forming new connections online and sharing
information about goods and services. It is common knowledge that family members and close friends can
be more trusted when making decisions on purchases. Therefore, this study will aid in focusing on this
crucial channel via which they convey information.

Customers, friends, family, groups, and communities use social media, which are online tools and
platforms, to exchange information, opinions, and experiences with one another in the form of
insights, perception, images, music, and videos (Turban E, King D, Long J 2009). It is a tool used by
businesses, big or small, for-profit or nonprofit, to spread the word about their goods and services. E-
commerce is more community and customer focused thanks to social media. Networking attracts
benefits on the social and economic fronts. According to Albert, Flournoy, and Lebrasseur (2009),
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 people today have created network societies to connect with one another for networking,
education, information sharing, and e-commerce. The exponential rise of social media, in Evans'
opinion, necessitates that corporations adopt certain strategies.

Because so many individuals are connected to one another through social media, Evans contends that
businesses should participate in it in order to grow and advance in the future (Evans D, 2008).
Social media is expected to become increasingly important in the future for both individuals and
enterprises, thus both must engage in it or risk going out of business (Lauder KC, Traver CG,
2010).
Social media platforms are websites that let users communicate with each other, share material, and
participate in social networking. Several well-liked social media websites are:
• Facebook is a social networking site that enables users to communicate with friends and family,
participate in groups, and share images and videos.
• Twitter is a microblogging service that enables users to communicate with their followers by
sendingthem quick messages known as "tweets."
• Instagram is a photo- and video-sharing app that enables users to connect with others through
hashtagsand publish their original content.
• LinkedIn is a platform for professional networking that enables users to build a professional
profile,interact with peers, and discover employment prospects.
• TikTok: A site for sharing short videos that has become well-known for its entertaining and original
material.
• Snapchat: A messaging app with multimedia features that enables users to exchange images and
moviesthat vanish after being seen.
• Pinterest is a visual search engine that lets users find and store concepts for a variety of interests and
pastimes.
• YouTube is a website where users may submit and view videos on a variety of subjects.

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These are only a few of the numerous social media platforms that are currently accessible, each with
its own special features and user base. Social media networks offer a number of advantages, such
as: Communication: Regardless of distance or time zone, social media platforms allow users to
interact and communicate in real-time with one another. This makes it easier for people to stay in
touch with their loved ones and friends as well as their coworkers and clients on the job.
Information Sharing: Social media platforms enable people and businesses to rapidly and
easily exchange information, news, and ideas with a wide audience. This can enable learning and
exploration while raising awareness of significant problems and causes. ‘Brand recognition: Social
media platforms give businesses a potent tool to market their goods and services, communicate with
customers, and raise brand recognition. Businesses can establish a strong online presence and increase
brand visibility by developing interesting content and a following. Networking: Social media
platforms make it possible for people to get in touch with others in their industry, which makes it
simpler to discover new opportunities, exchange information and experience, and establish
business contacts. Entertainment: Social networking platforms give users access to a variety of
content, such as images, movies, and games, and can be a source of entertainment and leisure. In
general, social media sites provide a range of advantages that can support people in maintaining
connections, knowledge, and engagement on both a personal and professional level. Social media
platforms have altered how users engage with and consume material, as well as how they choose
what to buy. The following are some significant consumer behaviour trends relating to social
media platforms: Social networking networks have become a well-liked resource for finding new
goods and services. Before making a purchase, customers frequently use social media to read
product reviews and do more product research. Influencers: Brands now frequently use influencer
marketing to connect with consumers on social media platforms. Influencers can be effective
brand ambassadors and contribute to the recognition and reputation of a company. Personalization:
Social media platforms utilize algorithms to make information and advertising relevant to specific
users based on their actions and preferences. Users will have a more interesting and relevant
experience as a result of this.

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FOMO: Social media platforms have engendered a culture of FOMO, or fear of missing out,
where users feelunder pressure to keep up with the newest news and trends and to stay connected.
Social proof: As a result of social media platforms, people now frequently seek the approval and
affirmation of others before making decisions. User comments, likes, and shares provide evidence
of this. Consumers are becoming more cautious about the data they provide and more conscious of
privacy issues relatedto social media platforms. Personalization: Social media companies employ
algorithms to tailor ads and content to each user depending ontheir activity and interests. This
makes for a more interesting and pertinent user experience. Fear of Missing Out (FOMO): Social
media platforms have engendered a culture of FOMO, or fear of missingout, in which users feel
under pressure to keep up with the newest trends and news. Social Proof: Users of social media
platforms now frequently seek the approval and affirmation of others beforemaking decisions,
which is known as social proof. User reviews, likes, and shares are examples of this. Consumers
are more aware of privacy issues related to social media platforms and are being more careful
withthe information they provide.

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 CHAPTER-2
REVIEW OF LITERATURE
Relationship marketing: gaining a competitive edge through patron loyalty and satisfaction. 29(1), 21–
32, International Journal of Retail & Distribution Management.Y. Melanthiou and I. Papasolomou
(2012). Social media: Investigating the effects of user-generated material on strategies for brand
development. 329–347 in Management Research Review, 35(4).(2011). Pellissier, M., and Voordijk,
H. A framework for client relationship management is available for managing client
relationships. 133(2), 567-576, International Journal of Production Economics.C. K. Prahalad and V.
Ramaswamy (2004). Create distinctive value along with customers to win in the future of
competition. 79–87 in Harvard Business Review, 82(3).

W. J. Reinartz and V. Kumar (2000). An empirical inquiry and marketing repercussions are
discussed in relation to the profitability of long-term clients in a non-contractual situation.64(4) of the
Journal of Marketing, pages 17– 35.Smith, A. K., Rangaswamy, and Shankar (2003). Customer
loyalty and satisfaction in both online and offline settings. 20(3), 153–175, International Journal of
Research in Marketing.

The concept of online payment options has profoundly altered how consumers and businesses conduct
business. Users of online payment systems can send money quickly and securely from the comfort
of their homes with ease and security. Therefore, the reasons for the rise in the use of online
payment solutions should be clear.

Social media platforms have grown to be a crucial component of marketing for companies because
they enable them to interact with their target markets, raise brand awareness, and boost sales and
profits.

The first issue of the international journal of business, humanities, and technology.In 1996,
Hoffman, D. L., and Novak, T. P. Conceptual underpinnings of marketing in hypermedia
computer-mediated environments. 50– 68 in Journal of Marketing, 60(3).Keller, K. L., Kotler, P.
(2012). marketing administration. Pearson, Upper Saddle River, NJ.Shah, D., Kumar, V., and (2004).
Relationship marketing: Investigating relational marketing tactics. Publications by Sage.(2003)
Laroche, Bergeron, and Barbaro-Forleo. Consumers that despise advertising are being targeted:
the example of banner ad avoidance. 30(4), 47–60, Journal of Advertising.Lee,Y. (1996).

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In their 1993 study, Pollay and Mittal looked at the reasons why consumers have negative attitudes
towards advertising as well as consumer criticism of it. Even though the study was conducted before
social media became popular, it offers a helpful framework for comprehending how social media can
affect consumers' preferences for advertising.

One of the main conclusions of Pollay and Mittal's research was that consumer criticism of
advertising is motivated by a belief that advertisers are deceiving or manipulating them. Customers
are more inclined to criticise advertisingthey believe to be deceptive or manipulative, and this can
affect how they feel about the company and the product being promoted.

Social media can significantly influence how customers feel about advertising since it gives them a
place to express their thoughts and experiences. Negative evaluations or comments regarding
advertising can spread swiftly throughsocial networks, amplifying consumer disapproval of it.

However, social media can also be utilised to encourage favourable perceptions of advertising.
Social media may be utilised by brands to provide interesting and useful material that appeals to
consumers, and social media influencers can be employed to market goods and services in a way
that is regarded as genuine and reliable.

Social media can affect customer choices for particular advertising channels, according to research.
For instance, Kim, Park, and Yang's research

Social media can significantly influence how customers feel about advertising since it gives them a
place to express their thoughts and experiences. Negative evaluations or comments regarding
advertising can spread swiftly through social networks, amplifying consumer disapproval of it.

However, social media can also be utilised to encourage favourable perceptions of advertising.
Social media may be utilised by brands to provide interesting and useful material that appeals to
consumers, and social media influencers can be employed to market goods and services in a way
that is regarded as genuine and reliable.

9
Social media can affect customer choices for particular advertising channels, according to research.
For instance, Kim, Park, and Yang's research

In their 2009 article, Mangold and Faulds examine how social media is becoming a new hybrid
component of the promotion mix. According to the authors, social media has altered how
companies advertise their goods and services, and marketers must now incorporate social media
into their advertising plans.

The writers list a number of significant advantages of social media for businesses. First, social media
enables businesses to communicate with clients in real time, allowing them to rapidly address
questions and complaints from clients. Second, social media may be utilised to establish connections
with clients and foster a sense of neighbourhood around a company or item. Finally, social media
can be utilised to learn important details aboutthe preferences and behaviour of customers.

Mangold and Faulds make several important observations, one of which is that social media is a
special promotional instrument that necessitates a different strategy than conventional advertising.
Social media demands that businesses engage in a two-way conversation with customers, in
contrast to traditional advertising, which is often a one-way communication channel. As a result,
companies must be receptive to client input and willing to modify their advertising tactics to suit
the wants and preferences of their target market.

The significance of social media in increasing brand awareness and loyalty is also covered by the
authors. They contend that social media may be utilised to establish a distinctive brand identity
and voice, which can aid companies in standing out in a crowded market. use social media to
interact with clients and develop

Mangold and Faulds make several important observations, one of which is that social media is a
special promotional instrument that necessitates a different strategy than conventional advertising.
Social media demands that businesses engage in a two-way conversation with customers, in
contrast to traditional advertising, which is often a one-way communication channel. As a result,
companies must be receptive to client input and willing to modify their advertising tactics to suit
the wants and preferences of their target market.

10
They contend that social media may be utilised to establish a distinctive brand identity and voice,
which canaid companies in standing out in a crowded market. use social media to interact with
clients and develop

Businesses may increase customer loyalty and advocacy by interacting with customers on social media
and forgingrelationships with them.Overall, the Mangold and Faulds article emphasises the value of
social media as a brand- new hybrid component of the promotion mix. According to the authors,
social media has altered how companies advertise their goods and services, and marketers must
now incorporate social media into theiradvertising plans.
Businesses may develop relationships with customers, learn important details about customer
preferencesandbehaviour, and foster brand loyalty and advocacy by utilising the special advantages
of social media.e.

Los Angeles (2010) The Journal is a venue for professors to disseminate their research and
knowledge, which will ultimately help the academic community of the university as well as our
students. The Editorial Board is made up of various highly regarded academics from around the
world as well as National University's top academics and administrators.

Both internal and external reviewers are represented on the Review Board. As a result, National
University's third issue of the JRIT journal shows consistent advancement in creating a research
culture there.

Hiram Fitzgeraldinning (2012)The success of higher education in the future depends on the importance
of engagement. To most effectively accomplish the university's overarching goal, which is to advance
the knowledge enterprise, engagement is necessary. The engagement of today is academic,
contributes to learning and discovery, and improves society and higher education. Understanding
that not all information and expertise are found in the academy and that tremendous learning
possibilities in teaching and schooling also exist in non- academic contexts forms the basis of
today's approach to community engagement.

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This article by SUELLEN SHAY (2012) provides a conceptual framework for varied higher
education curriculum thatis empirically derived, with a focus on occupationally and professionally
focused courses. The framework clarifies the guiding ideas behind curriculum differentiation,
allowing for a more in-depth discussion of epistemic access and growth.Since more than ten years
ago, sociologists of education with roots in social realism have argued that knowledge matters in
education, that there are several types of knowledge and that not all types of information are created
equal, and that these distinctions have a big impact on curriculum. Although this argument has
significantly influenced theoretical and policy discussions, the consequences for curricula have not
been properly covered.

ALEXIADOU, NAFSIKA, ET AL. (2012)Research in and on Teacher Education and Teacher

Education policy are also encouraged. Education Inquiry is looking for clear and significant
contributions to the understanding of contextual, social, organisational, and individual factors
affecting teaching and learning, the connections between these aspects, and the nature and processes
of education and training. This covers both official and informal settings, as well as research on
education from early childhood to higher education. The journal Education Inquiry encourages
papers from all fields and fresh viewpoints. Studies that begin with educational practise, subject
teaching, or didactics are of particular interest. Research using a variety of methodological and
theoretical approaches is welcome at Education Inquiry, and studies that examine the purpose and use
of educational research are particularly encouraged.

(2012) CHESEREK G.J. AND MUGALAVAI, V.K. In order to achieve an enabling education sector
that promotes industrialization by the year 2030 and make Kenya a middle-income country, this paper
analyses current difficulties, gives government reform recommendations, and makes future
directions. The goal of this study is to comprehend the difficulties that the educational system is
currently facing due to changing requirements and expectations. According to the findings, the
government has suggested creating a new education policy and legal framework to ensure that all
children have access to a quality education by the year 2015.

12
In their research study, Senecal, Gharbi, and Nantel (2002) investigated the impact of flow on
hedonic and utilitarian shopping values. The study sought to determine how the psychological state of
flow affected customers' shopping behaviour. Flow is characterised as a state of total immersion in
an activity, where people completely lose track of time and are absorbed in the moment.

The authors asked 241 participants in an online survey they were conducting for them to rate a
fictitious shopping website. The study assessed the participants' hedonic and utilitarian purchasing
preferences as well as their in-the-moment website shopping flow.
The study's findings demonstrated that flow influences both hedonic and utilitarian shopping values in
a favourable way. The researchers discovered that participants who felt in the zone when making
purchases on the website expressed higher levels of hedonic and utilitarian values than those who
did not.

The study also discovered that flow had a stronger impact on hedonic shopping values than it did
on utilitarian ones. This shows that when consumers are in a state of flow, they are more inclined
to participate in hedonistic buying behaviours like browsing and exploring.
Overall, the study emphasises how crucial flow is for influencing consumer behaviour when shopping
online. According to the research, giving customers a flow experience can boost their levels of
hedonic and utilitarian buying values, which can ultimately result in higher sales and client
happiness.
In order to boost users' acceptance of free web services, Schumann, von Wangenheim, and Groene
(2014) looked into the efficacy of reciprocity appeals in targeted online advertising. In order to
boost user approval of tailored advertising, the study looked at how reciprocity appeals, which
are founded on the idea of repaying a favour, may be employed in internet advertising.

1,680 users of a free email service participated in the authors' field study. A control group, a group
that received a customised targeted ad without a reciprocity appeal, and a group that received a
customised targeted ad with a reciprocity appeal were allotted to the participants at random.
The study's findings revealed that compared to the control group and the group that received

13
personalised targeted ads without a reciprocity appeal, the group that received personalised targeted
ads with a reciprocity appeal had noticeably higher acceptance rates. The authors hypothesise that
this is because the reciprocity appeal makes consumers feel obligated to return the favour, which
increases ad acceptability.

The study also discovered that people with less exposure to online advertising benefited more from the
reciprocity attraction. This shows that addressing new or inexperienced users with reciprocity
arguments may be especially beneficial.
Overall, the study shows how reciprocity appeals in targeted online advertising have the ability to
boost users' acceptance of free web services. According to the research, personalised targeted
ads with reciprocity appeals might engender a feeling of obligation in users, increasing their
acceptance of the advertisement and possibly increasing their engagement with the promoted
material.
The causes and effects of online word-of-mouth (WOM) were examined by Sun, Youn, Wu, and
Kuntaraporn (2006) in their study. The authors set out to look into the reasons that lead people to
participate in online WOM and the effects that WOM has on purchasing decisions.

393 participants who had recently made an online purchase (within the last six months) took part in
the authors' online survey. The poll evaluated the participants' online word-of-mouth behaviour,
including how frequently they engaged in it, the subjects they talked, its causes and effects, and
more.
The causes and effects of online word-of-mouth (WOM) were examined by Sun, Youn, Wu, and
Kuntaraporn (2006) in their study. The authors set out to look into the reasons that lead people to
participate in online WOM and the effects that WOM has on purchasing decisions.

393 participants who had recently made an online purchase (within the last six months) took part in
the authors' online survey. The poll evaluated the participants' online word-of-mouth behaviour,
including how frequently they engaged in it, the subjects they talked, its causes and effects, and
more.
In their 2012 assessment of the literature on store design and consumer motivation, Van Rompay,

14
Tanja- Dijkstra, Verhoeven, and Van Es concentrated on the impact of spatial control and arousal on
customer behaviour in the context of retail.

The studies on store layout, lighting, music, and aroma were just a few of the studies that the
authors examined in their assessment of the impact of retail design on consumer behaviour. They
discovered that altering the consumer's experience of arousal and spatial control can have an
impact on how they behave in stores.

The degree to which consumers feel in control of their surroundings is referred to as spatial control.
Consumers are more likely to spend more time in a store, examine the products, and make a purchase when
they feel like they have some influence over their surroundings, according to studies. Aisle width, product
placement, and store layout are a few examples of variables that might affect spatial control.

The consumer's level of stimulation is referred to as arousal. According to studies, moderate levels of
arousal can improve feelings of pleasure and happiness, which can then increase spending. Lighting, music,
and smell are a few examples of things that might affect how arousal is felt.

The sort of store and the products being offered may have an impact on how the store's design influences
consumer behaviour, the authors also found. For example, a luxury business might see different effects of
music on client behaviour than a discount store.

The overall analysis of the literature highlights how important shop design is in affecting consumer
behaviour. The study found that stores may be made to promote spatial control and low levels of arousal,
which can increase customer satisfaction and spending.

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 RESEARCH OBJECTIVES

1. To investigate how much demographic characteristics like age, gender, and income affect users'
preferencesfor social networking platforms.
2. To assess the frequency, duration, and engagement aspects that influence how people usevarious
socialmedia sites.
3. To look at the relationship between consumer attitudes about social media, especially its effects
onmentalhealth and wellbeing, and the platforms they prefer to use.
4. Investigate the function of social media influencers and how their influence affects consumerchoices
forvarious social media platforms.

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 CHAPTER-3
RESEARCH METHODOLOGY
Meaning of Research

Studious inquiry or examination; esp.: investigation or experimentation aimed at the discovery

and interpretation of facts, revision of accepted theories or laws in the light of new facts, or
practical application of such new or revised theories or laws". Some individuals view study as a
transition from the known to the unknown. Actually, it's a journey of discovery. We all have the
instinct to be curious, which is essential because it drives us to dig and gain a deeper
understanding of the unknown when it confronts us. This curiosity is the source of all knowledge,
and the process by which man learns about whatever the unknown is can be referred to as study.
The term "research" should only be used in a technical meaning because it refers to an academic
activity. According to Clifford Woody, research entails problem definition and re-definition,
formulation of hypotheses or suggested solutions, collection, organisation, and evaluation of
evidence, conclusion-making and deduction, and finally

Stephenson in the Encyclopedia of Social Sciences define research as “the manipulation of things,
concepts or symbols for the purpose of generalizing to extend, correct or verify knowledge,
whether that knowledge aids in construction of theory or in the practice of an art.” Research is,
thus, an original contribution to the existing stock of knowledge making for its advancement. It
is the pursuit of truth with the help of study, observation, comparison and experiment. In short,
the search for knowledge through objective and systematic method of finding solution to a
problem is research. The systematic approach concerning generalization and the formulation of a
theory is also research. As such the term ‘Research’ refers to the systematic method consisting of
enunciating the problem, formulating a hypothesis, collecting the facts or data, analyzing the
facts and reaching certain conclusions either in the form of solutions(s) towards the concerned
problem or incertaintgeneralizations for some theoretical formulation.

17
 Objectives of Research:
1. Some people view research as a transition from the familiar to the unfamiliar. Actually, the journey is
one of discovery. We all have the innate urge to be curious because when the unknown confronts us,
we wonder and our curiosity drives us to investigate and develop a deeper grasp of the unknowable.
The approach that man uses to learn about whatever the unknown is can be referred to as
investigation. Curiosity is the mother of all knowledge. Because research is an academic activity, the
word should only be used in a technical sense. According to Clifford Woody, conducting research
entails describing and redefining issues, developing hypotheses or recommended solutions, gathering,
organizing, and analyzing data, drawing deductions, and coming to conclusions. To gain familiarity
with a phenomenon or to achieve new insights into it (studies with this object in view are termed as
exploratory or formulate research studies);

2. To portray accurately the characteristics of a particular individual, situation or a group (studies with
this object in view are known as descriptive research studies);

3. To determine the frequency with which something occurs or with which it is associated with
something else (studies with this object in view are known as diagnostic research studies);

4. To test a hypothesis of a causal relationship between variables (such studies are known as
hypothesis-testing research studies).

Types of research
Types of research can be classified in many different ways. Some major ways ofclassifying research
include the following.

1) Descriptive versus Analytical Research

2) Applied versus Fundamental Research

3) Qualitative versus Quantitative Research
4) Conceptual versus Empirical Research

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Descriptive research concentrates on finding facts to ascertain the nature of something as it exists.
In contrast analytical research is concerned with determining validity of hypothesis based on analysis
of facts collected.
Applied research is carried out to find answers to practical problems to be solved and as an aid
in decision making in different areas including product design, process design and policy making.

Fundamental research is carried out as more to satisfy intellectual curiosity, than with the
intention of using the research findings for any immediate practical application.

Quantitative research studies such aspects of the research subject which are not quantifiable, and
hence not subject to measurement and quantitative analysis.

In contrast quantitative research makes substantial use of measurements and quantitative

analysis techniques.

Conceptual research is involves investigation of thoughts and ideas and developing newideas or
interpreting the old ones based on logical reasoning.

In contrast empirical research is based on firm verifiable data collected by eitherobservation of

facts under natural condition or obtained through experimentation.
The objective of the research, the amount of time needed to complete the research, the setting in
which the research is conducted, or some other comparable element all influence the other types of
research. All other types of research are variations of one or more of the aforementioned
methodologies. From a temporal perspective, research can be categorised as either a one-time
study or a series of studies. While research is conducted throughout numerous time periods in the latter
scenario, it is limited to a single time period in the former. Depending on the setting in which it
will be conducted, research can be conducted in a lab, a field, or even a virtual reality environment.
Additionally, research can be understood.

SAMPLING

Sampling is a process used in statistical analysis in which a predetermined number of observations

are taken from a larger population. The methodology used to sample from a larger population
depends on the type of analysis being performed, but it may include simple random sampling or
systematic sampling.

19
 SAMPLING DESIGN
Steps in Sampling Design: - While developing a research design following items are taken into
consideration: -

1) Type of universe: - First and the foremost step is to clearly define the universe to be studied. As
I have taken the area of DELHI, so for me here the universe is DELHI. No doubt it is a finite
universe but the area is very big and can’t be covered easily due to shortage of time.

2) Sampling unit: - A decision has to be taken concerning a sampling unit before selecting sample.
Here my sample unit includes individuals who prefer online shopping

3) Size of sample: - This refers to the number of items to be selected from the universe to
constitutea

sample. Here I have taken the sample of 52respondents.

4) Parameters of interest: - In determining the sample design, one must consider the question of
the specific population parameters which are of interest.

5) Sampling procedure: - Finally the technique of selecting the sample is to be dealt with. That means
through which method the sample has been collected. There are various types of selecting the
sample. This includes probability sampling, random

Sampling, stratified sampling, cluster sampling, convenience sampling. Here I have used the Simple
random sampling method for data collection.

20
DATA COLLECTION METHOD

Other Types of Research: All other types of research are variations of one or more of the
aforementioned ways, depending on the goal of the study, the amount of time needed to complete the
research, the setting in which the research is conducted, or some other comparable circumstance.
When considering research from a temporal perspective, we can categorise it as either one-time or
ongoing. In the first scenario, the study is limited to a single time frame, but in the latter
scenario, the research is conducted throughout a number of frames. Depending on the environment
in which it will be conducted, research may be conducted in a lab, a field, or a simulation.
Understanding research is also possible.

RESEARCH PLAN:

Data Source Primary Data

Research Approach Research Instrument
Survey Questionnaire
Method of Contact Personal
Sample Size 200 Respondents

21
 CHAPTER-4
DATA ANALYSIS

I use Social Media Platforms for comparing products/services, as the opinions of socialmedia
friends are important to me.

Highly Important tFairly Important Neutral

Slightly Unimportant VeryUnimportant

INTERPRETATION:

46.7% are neutral to use Social Media Platforms for comparing products/services, astheopinions of
social media friends are important to me.

22
I use Social Media Platforms as I can consult friends to help mechoose the best product/service.

Highly Important FairlyImportant Neutral

Slightly Unimportant VeryUnimportant

INTERPRETATION:

32.6% respondents are neutral use Social Media Platforms as I can consult friends to

help me choose the best product/service.

23
I use Social Media Platforms to purchase a product/service, as my friends and family expect me to
do so.

Highly Important FairlyImportant Neutral

Slightly UnimportantUnimportant

INTERPRETATION:

39.1% are neutral use Social Media Platforms to purchase a product/service, as my friend and
family expect me to do so.

24
I use Social Media Platforms as reviews and ratings given byExperts and professionals help me in
selecting the right product/service.

Highly Important FairlyImportant Neutral

Slightly Unimportant VeryUnimportant

INTERPRETATION:
35.6% respondents are neutral to use Social Media Platforms as reviews and ratings given by
Experts and professionals help me in selecting the right product/service.

25
I use Social Media Platforms to purchase a product/service, as it makes good impression on others.

Highly Important FairlyImportant Neutral

Slightly Unimportant VeryUnimportant

INTERPRETATION:
31.4% respondents are fairly important to use Social Media Platforms to purchase a product/service,
as it makes a good impression on others.

26
I use Social Media Platforms to share my good experiences related tot the product/service, as it
makes a good impression on others.

Highly Important Fairly Important Neutral

Slightly Unimportant Very Unimportant

INTERPRETATION:

23.9% respondents are highly important I use Social Media Platforms to share my good experiences
related to the product/service, as it makes a good impression on others.

27
I use Social Media Platforms to purchase a product/service, as I feel such people are respected by
others.

Highly important Fairly important Neutral

Slightly unimportant Very Unimportant

INTERPRETATION:

20% respondents are highly important I use Social Media Platforms to purchase a product/service, as I
feel such people are respected by others.

28
I use Social Media Platforms to purchase a product/service, as my friends help me to know about
financing, product availability and discount offers.

Highly Important Fairly Important Neutral

Slightly Unimportant Very Unimportant

INTERPRETATION:

41.3% are neutral to I use Social Media Platforms to purchase a product/service, as myfriends help
me to know about financing, product availability and discount offers.

29
Purchase related activities at Social Media Platforms are satisfying.

Strongly Agree

Strongly Disagree

INTERPRETATION:

45.7% respondents are neutral Purchase related activities at Social Media Platforms are satisfying.

30
Time is saved by purchasing relevant information on social media platforms.

Strongly Agree

Strongly Disagree

INTERPRETATION:

34.8% respondents I firmly believe that time can be saved by purchasing related informationon
social media platforms.

31
Time seems to pass quickly, when I am using Social Media Platforms for purchase related activities.

Strongly Agree

Strongly Disagree

INTERPRETATION:
30.4% of respondents firmly concur that when they use social media platforms for tasks related to
making purchases, time goes by quickly.

32
Using Social Media Platforms for shopping-related activities runthe risk of my credit or debit card
information being misused.

Strongly Agree

Strongly Disagree

INTERPRETATION:

37% respondents strongly agree on using Social Media Platforms for purchase related activities may
lead to misuse of my payment related information such as credit or debitcard details.

33
Purchase related activities at Social Media Platforms are interesting.

Strongly Agree

Strongly Disagree

INTERPRETATION:

42.2% respondents are neutral on purchase related activities at Social Media Platforms are
interesting.

34
Purchase related information at Social Media Platforms saves physical efforts.

Strongly Agree

Strongly Disagree

INTERPRETATION:

37% respondents strongly agree on purchase related information at Social Media Platforms saves
physical efforts

35
When I visit Social Media Platforms for purchase related activities, I am totally absorbed in it.

Strongly Agree

Strongly Disagree

INTERPRETATION:

32.6% respondents strongly agree When I visit Social Media Platforms for purchase related
activities, I am totally absorbed in it.

36
Using Social Media Platforms for purchase related activities might result in buying a product, which
is below my standard.

Strongly Agree

Strongly Disagree

INTERPRETATION:

31.1% respondents are neutral Using Social Media Platforms for purchase related activities might
result in buying a product, which is below my standard

37
I can quickly get the information needed for purchase related activities at Social Media Platforms.

Strongly Agree

Strongly Disagree

INTERPRETATION:

26.1% Strongly agree can quickly get the information needed for purchase related activities at
Social Media Platforms.

38
Arrangement of information at social media platforms helps infaster searching of product.

Strongly Agree

Strongly Disagree

INTERPRETATION:
34.8 respondents are neutral Social networking platform information organization facilitates quicker
productsearch.

39
 CONCLUSION

The conclusion on social media platforms consumer behaviour is that users are increasingly relying on
social media platforms to make decisions about products and services, and that companies must be
aware of this trend and adjust their strategies accordingly. The demands and tastes of each individual
customer ultimately dictate how they will behave on social media platforms. Platforms for social
media interaction and relationship-building are excellent for connecting with customers. More and
more consumers are using social media to research, assess, and purchase goods and services. To be
successful in their marketing initiatives on social media platforms, businesses must comprehend and
adapt to consumer demands and preferences.

40
 FINDINGS

• 46.7% are neutral to use Social Media Platforms for comparing products/services, as the opinions
of social media friends are important to me.
• 32.6% respondents are neutral use Social Media Platforms as I can consult friends to help me choose
the best product/service.
• 39.1% are neutral use Social Media Platforms to purchase a product/service, as my friends and
family expect me to do so.
• 35.6% respondents are neutral to use Social Media Platforms as reviews and ratings givenby Experts
and professionals help me in selecting the right product/service.
• 31.4% respondents are fairly important o use Social Media Platforms to purchase a product/service, as
it makes a good impression on others.
• 23.9% respondents are highly important I use Social Media Platforms to share my good experiences
related to the product/service, as it makes a good impression onothers.
• 41.3% are neutral to I use Social Media Platforms to purchase a product/service, as my friends
help me to know about financing, product availability and discount offers.
• 45.7% respondents are neutral at Social Media Platforms are satisfying.

• 45.8% respondents strongly agree purchase related information at Social Media Platformssaves time.
• 30.4% respondents strongly agree time seems to pass quickly, when I am using Social Media
Platforms for purchase related activities.
• 37% respondents strongly agree on using Social Media Platforms for purchase related activities may
lead to misuse of my payment related information such as credit or debit card details.
• 42.2% respondents are neutral on purchase related activities at Social Media Platformsare
interesting.

• 37% respondents strongly agree on purchase related information at Social MediaPlatforms saves
physical efforts
• When I visit Social Media Platforms for purchase related activities, I am totallyabsorbedtin it.
• 32.6% respondents strongly agree When I visit Social Media Platforms forpurchaserelated
activities, I am totally absorbed in it.

41
• 31.1% respondents are neutral Using Social Media Platforms for purchase relatedactivities might
result in buying a product, which is below my standard
• 26.1% Strongly agree can quickly get the information needed for purchaserelated activities
at Social Media Platforms.

• 34.8 respondents are neutral for arrangement of information at social mediaplatformshelps in

faster searching of product.

42
 SUGGESTIONS
• To determine the factors that affect how much consumers use social mediaand how much
these aspects affect their behaviour.
• To ascertain the link between consumer views towards social media platforms and social tmedia usage
habits.
• To investigate how social media material affects customer behaviour, particularlyhow it affects
buying choices and brand loyalty.
• To look into the influencers on social media and how they affect consumer behaviour.

• Examining the efficiency of various ad forms and targeting strategies, as well as the effects of social
media advertising on consumer behaviours Gain a thorough understanding of your target market: For
social media marketing to be successful, it is essential to comprehend your target demographic. It is
crucial to carry out market research to comprehend their interests, values, and behaviour.
• To determine the factors that affect how much consumers use social media and how much
these aspects affect their behaviour. Rely on social proof Social proof is an effective strategy for
swaying customer opinion. You may prove the worth of your business and have an impact on
purchasing decisions by exhibiting social evidence, such as client testimonials, product
evaluations, and social media shares.
• Personalise your marketing: Creating a more intimate connection with your audience by
personalising your marketing communications can be a successful strategy. This can be
accomplished with specialised social media content, targeted advertising, and personalised
communications.
• Utilise social media influencers: Influencers on social media have grown to be a crucial component
of social media marketing. Making alliances with influencers that share your brand's values.

43
 LIMITATIONS

• The data was collected through questionnaire.

• The responds from the respondents may not be accurate.

• The sample taken for the study was only 50 and the results drawn may not be the organization has
strict control, it acts as another barrier for getting data.
• Another difficulty was very limited time-span of the project.

• Lack of experience as Researcher.

• Biased behavior of the respondents can result in inaccuracy of the data.

44
 BIBLIOGRAPHY

• A Study of Three National Cultures' Internet Purchasing.

• 6(5), 76–92, International Journal of Business and Management. A Study of Three National Cultures'
Internet Purchasing.
• 6(5), 76–92, International Journal of Business and Management. J. Jowyang. 2010. Social graphics:
Slides and Webinar Recording can Help You Understand Your Customers. [online, 21 Jan 2010]
• http://www.web-strategist.com/blog/category/socialgraphics [retrieved: November 1,
2010].(2008). Kotler, P., and Keller, K.L. 13th edition of marketing management. NJ's Upper Saddle
River Prentice-Hall. The authors are Laroche, Habibi, Richard, and Sankaranarayanan (2012). the
impact of brand communities on social media on practises for creating value, brand trust, and
brand loyalty.28, 1755-1767,
• Computers in Human Behaviour. The authors are Laroche, Habibi, Richard, and Sankaranarayanan
(2012). the impact of brand communities on social media on practises for creating value, brand
trust, and brand loyalty. computers in people

45
 QUESTIONNAIRE

Name

Your answer

E-Mail id

Your answer

Phone number

Your answer

Age

Your answer

Gender

a) Male

b) Femalee

c) Others

46
Q) Martial status

a) Married

b) Unmarried

c) Divorced

Q) Profession

a. Student
b. Self employed
c. Private job
d. Government job
e. Any other

Q) Highest education level

a. High school

b. Senior secondary

c. Graduation

d. Post graduation

Q) I use Social Media Platforms for comparing products/services, asthe opinions of social media
friends are important to me.
a) Highly Important

b) FairlyImportant

c) Neutral
d) Slightly Unimportant
e) VeryUnimportant

47
Q) I use Social Media Platforms to get new ideas about products/services because people do not
admire those who do so.

a) Highly Important

b) FairlyImportant

c) Neutral
d) Slightly Unimportant
e) VeryUnimportant

Q) I use Social Media Platforms to purchase a product/service, as Iwant to observe what Experts
and professionals are buying.
a) Highly Important

b) FairlyImportant

c) Neutral
d) Slightly Unimportant
e) Very Unimportant
f) Other:

Q) I use Social Media Platforms as I can consult friends to help me choose the best product/service.

a) Highly Important

b) FairlyImportant

c) Neutral
d) Slightly Unimportant
e) VeryUnimportant

48
Q) I use Social Media Platforms to purchase a product/service, as my friends and family expect me
to do so.

a) Highly Important

b) FairlyImportant

c) Neutral

d) Slightly Unimportant

e) VeryUnimportant

Q) I use Social Media Platforms as reviews and ratings given by Experts and professionals help me
in selecting the right product/service.
a) Highly Important

b) FairlyImportant

c) Neutral
d) Slightly Unimportant
e) VeryUnimportant

Q) I use Social Media Platforms to purchase a product/service, as it makes a good impression on

others.
a) Highly Important

b) FairlyImportant

c) Neutral
d) Slightly Unimportant
e) VeryUnimportant

Q) I use Social Media Platforms to share my good experiences related totthe product/service, as it
makes a good impression on others.
a) Highly Important

b) FairlyImportant

c) Neutral
d) Slightly Unimportant

49
 e) VeryUnimportant

Q) I use Social Media Platforms to purchase a product/service, as I feel such people are respected
by others.

a) Highly important

b) Fairlyimportant

c) Neutral
d) Slightly Unimportant
e) VeryUnimportant

Q) I use Social Media Platforms to purchase a product/service, as my friends help me to know

about financing, product availability and discount offers.
a. Highly Important

b. FairlyImportant

c. Neutral
d. Slightly Unimportant

e. Very Unimportant

Q) Purchase related activities at Social Media Platforms are satisfying.

Strongly Agree

1
2
3
4
5
Strongly Disagree

50
Q) Purchase related information at Social Media Platforms saves time.

Strongly Agree

1
2
3
4
5
Strongly Disagree

Q) Time seems to pass quickly, when I am using Social Media Platforms for purchase related
activities.

Strongly Agree

1
2
3
4
5
Strongly Disagree

Q) Using Social Media Platforms for purchase related activities may leadto misuse of my payment
related information such as credit ordebit card details.
Strongly Agree

1
2
3
4
5
Strongly Disagree

51
Q) Purchase related activities at Social Media Platforms are interesting.

Strongly Agree

1
2
3
4
5
Strongly Disagree

Q) Purchase related information at Social Media Platforms saves physical efforts.

Strongly Agree

1
2
3
4
5
Strongly Disagree

Q) When I visit Social Media Platforms for purchase relatedactivities, Iam totally absorbed in it.

Strongly Agree

1
2
3
4
5
Strongly Disagree

52
Q) Using Social Media Platforms for purchase related activities mightresult in buying a product,
which is below my standard.
Strongly Agree

1
2
3
4
5
Strongly Disagree

Q) I can quickly get the information needed for purchase related activities at Social Media
Platforms.
Strongly Agree

1
2
3
4
5
Strongly Disagree

Q) Arrangement of information at social media platforms helps in faster searching of product.

Strongly Agree

1
2
3
4
5
Strongly Disagree

53