A

PROJECT REPORT

ON

COMPARATIVE STUDY OF STUDENTS AND WORKING PROFESSIONAL

ON SOCIAL MEDIA ADVERTISEMENT, NAGPUR

SUBMITTED BY

Samiksha Gajanan Nagarkar

(Enrolment No: 20183008219749 )

(MBA- 4thSem)

SUBMITTED TO

Rashtrasant Tukadoji Maharaj, Nagpur University in partial

Fulfillment of Degree of Master of Business Administration

UNDER THE GUIDANCE OF

Dr. Rupkumar Pagarwar

(Project Guide)

Dhananjayrao Gadgil Institute of

Co-operative Management,
Nagpur
(2022-2023)
 CERTIFICATE
This is to certify that the project report submitted

By

Samiksha Gajanan Nagarkar

On

COMPARATIVE STUDY OF STUDENTS AND WORKING PROFESSIONAL

ON SOCIAL MEDIA ADVERTISEMENT

In partial fulfillment of Award of degree of Master of Business

Administration of for Project work Rashtrasant Tukadoji Maharaj Nagpur
University is an original work carried out under Our supervision and
guidance and he has undergone the requisites hours of practical
prescribed by University during the academic session 2022-23

Dr. Rupkumar Pagarwar

(Project Guide)
 DECLARATION

I am Samiksha Gajanan Nagarkar hereby declare that, with the exception of

suggestion and guidance received from the supervisor, Dr. Rupkumar Pagarwar ,
Project Guide of this project worked titled “Comparative Study of Students and
Working Professional on Social Media Advertisement Nagpur” is my original
work.

This dissertation as one, which is substantiall-y as same as this has not

submitted by me for any other examination of this university or any other
university.

Place: Nagpur Samiksha Gajanan Nagarkar

MBA 4th Semester
Date: DGICM, Nagpur
 ACKNOWLEDGEMENT

A MBA Final Semester Training Program is a golden Opportunity for

learning and self-development. I consider myself very Lucky and honored to have
so many wonderful people lead me through in completion of this project.

My grateful thanks to Dr. Rupkumar Pagarwar who in spite of being

extraordinarily busy with his duties, took time to hear, guide and keep me on the
correct path. I do not know where I would have been without him. A humble
‘Thank you Sir Dr. Rupkumar Pagarwar monitored my progress and arranged
all facility to make life easier.

I would also like to thank my family and friends for their support. This
project could not be completed without their support and Encouragement. I am very
much thankful to them. Last but not the least there were so many who shared
valuable Information that helped in the successful completion of this project.

SUBMITTED BY

Samiksha Gajanan Nagarkar

(MBA4thsem)

Dhananjayrao Gadgil Institute Of Co-Operative

Management
Nagpur-440024

4
 INDEX

PAGE
CHAPTER NO. CHAPTER NAME
NO.

1 INTRODUCTION 6-22

2 LITERATURE REVIEW 23-25

3 RESEARCH METHODOLOGY 26-30

4 OBJECTIVES OF THE STUDY 31-32

5 HYPOTHESIS 33-34

DATA ANALYSIS &

6 35-47
INTERPRETATION

7 FINDINGS 48-49

8 CONCLUSION 50-51

9 BIBLIOGHRAPHY 52-53

5
INTRODUCTION

6
 INTRODUCTION
Quality employees are key to the success of any organization. If employers want to find such
employees, they need to create interest and desire for work in their organization for potential
candidates to motivate them to apply for a job. After that, they have to acquire a sufficient amount of
relevant information about the potential candidates for offered positions that will be the basis for
deciding to hire the bestqualified candidates for offered jobs. The selection of candidates, as a
function of human resource management, is especially important because all future activities and the
overall success of the organization depend on the people that have been selected to fulfill certain
positions. The importance of these selection decisions can be seen in the fact that they significantly
impact future gains and losses of the organization.
Furthermore, a poor choice of employees is not seen only in their poor performance. Still, it also
affects other employees as their behavior can often be disruptive, frustrating, demotivating, and
similar. These are all reasons why successful companies invest more money, time, and professional
knowledge in the organization of a quality recruitment and selection process. Apart from
determining job requirements and the necessary characteristics and qualifications of a candidate, in
the organization of a recruitment and selection process, it is needed to define the appropriate
methods and techniques, that is, sources of information about the candidates, to see if the candidates
possess, and to what degree, necessary qualifications for the job. Since social networks have become
an almost integral part of the everyday life of both individuals and organizations, it is understandable
that they have an increasingly important role in the process of recruiting and selecting employees.
Their usage contributes to time-saving related to search, exchange, and use of information, and they
help in saving resources necessary for connecting, developing, and maintaining desirable contacts.

More than 2.8 billion people worldwide use social networks. More than 73% of people aged 18 to 34
have found their job through social networks (Hudson, 2019). From the fact that more employers use
social networks before the interview to "familiarize" themselves with the candidate, it is clear that
social networks have become necessary media in the recruitment process. Social networks, as one of
Web 2.0 technologies, allow individuals to implement a wide number of different online activities
ranging from creating and personalizing their web page, through connecting, communicating, and
collaborating with users that share similar interests, to sharing a variety of content with other users
(Orehovački, 2013). Social networks are usually classified into three primary groups.

7
The first group consists of general social networks, where most famous are Facebook and Google+.
The principal motifs in using these networks are related to the expression of personal identity, to the
dissemination of content, and various forms of interaction with the user's contacts (Pempek et al.,
2009). The second group consists of social networks such as LinkedIn and ResearchGate that are
intended to connect scientists and experts, to exchange knowledge and experiences, to make
personal portfolios, and to disseminate project results (Orehovački, 2013). The last group consists of
social networks such as Ning and SocialGo that are used to develop isolated and specialized interest
communities. The usage of social networks in the recruitment process has many advantages, but it is
not without its flaws. Cober et al. (2000) state that the usage of social networks in the process of
recruiting new employees can cut down the recruitment costs up to 95%, and they state that the
length of the recruitment process can be shortened by 25%. According to the research conducted by
CareerBuilder.com, almost half of American managers say that they use social networks to search
for new job candidates (Kluemper et al., 2016).
Social networks are commonly used during the hiring process of new employees in the IT industry
and professional and business services, while most widely searched profiles were on Facebook,
LinkedIn and MySpace. According to the Jobvite research, done in 2018, LinkedIn was the first
choice among social networks for acquiring new employees (77%), while Facebook was the second
one (63%). Compared to the year before, LinkedIn recorded a decline of as much as 15%, while
Instagram has become more popular (25%) as a source for finding employees, especially among
younger employers. As stated by Fallaw and Kantrowitz (Jovandić, 2014) employers, on social
networks, most often search for data about a previous job (55%), education (50%), recommendations
(41%), and other data about the candidate– such as hobbies and interests (33%), photographs (28%),
memberships (24%), comments and other content that the candidate posts (18%). It is interesting to
note that one-third of employers (Kluemper et al., 2016) states that they have declined candidates
after looking into their profiles on social networks. As reasons for such rejection, the employers have
listed the following: provocative or inappropriate photos or information, content revolving around
the consumption of alcohol and drugs, bad experiences with previous employers, poor
communication skills, false qualifications, and sharing sensitive information about the former
employer. However, one-fifth of the employers have stated that they have hired specific candidates
because of the information provided on their profiles on social networks.

8
The reasons for this were: a well-organized profile, the information on the profile that confirms the
candidate's qualifications, good communication skills, and positive recommendations (Kluemper et
al., 2016). As far as reliability is concerned, almost half of the managers (Davison et al., 2012)
believe that the data available on social networks is not reliable. Still, it can discover unique
information about the specific candidate. This caution is both logical and understandable, but it is
also clear that particular abilities, personality traits, and competencies can be read from the content
that the candidate posts, shares, comments, and likes on social networks. Besides, it is also important
to mention that the profile on social networks does not necessarily reveal the true image of the
individual and that some people, who are more concerned about their privacy, will not post enough
information about themselves on the Internet, especially on social networks. Therefore, it is not
surprising that only 11% of human resource managers (Fallaw & Kantrowitz, 2013) have stated that
the information on social networks is crucial to the hiring of a candidate, and 12% have confirmed
full trust in the quality of the information that they find there. In order to make social networks a
more useful tool in business, it is essential to take necessary precautions to protect sensitive data and
information about the employees and the business in order to lower the risk of their misuse. Besides
that, it is needed to take into account that the usage of social networks in the workplace should be
focused on the achievement of concrete and useful tasks that will contribute to the increase of work
efficiency and will not lead to activities that will distract the employees in their work. In any case, in
the context of recruitment, the appearance of social networks has allowed employers quicker and
easier access to certain information about potential candidates. In contrast, potential candidates get
access to broader possibilities in terms of contacting their employers and finding an appropriate job

9
 INTRODUCTION OF DIGITAL ADVERTISEMENT

Digital marketing

E-marketing refers to the use of the Internet and digital media capabilities to help sell your products
or services. These digital technologies are a valuable addition to traditional marketing approaches
regardless of the size and type of your business. E- marketing is also referred to as Internet
marketing (I-marketing), online marketing or web-marketing. As with conventional marketing, e-
marketing is creating a strategy that helps businesses deliver the right messages and product/services
to the right audience. It consists of all activities and processes with the purpose of finding, attracting,
winning and retaining customers. What has changed is its wider scope and options compared to
conventional marketing methods.
E-marketing is deemed to be broad in scope, because it not only refers to marketing and promotions
over the Internet, but also includes marketing done via e-mail and wireless media. E-marketing also
embraces the management of digital customer data and electronic customer relationship
management (ECRM) and several other business management functions.

E-marketing joins creative and technical aspects of the Internet, including: design, development,
advertising and sales. It includes the use of a website in combination with online promotional
techniques such as search engine marketing (SEM), social medial marketing, interactive online ads,
online directories, e-mail marketing, affiliate marketing, viral marketing and so on. The digital
technologies used as delivery and communication mediums within the scope of e-marketing include:

 Internet media such as websites and e-mail

 Digital media such as wireless, mobile, cable and satellite.

10
 Internet marketing, or online marketing, refers to advertising and marketing efforts that use the
Web and e-mail to drive direct sales via e-commerce as well as sales leads from Web sites or
emails. Internet marketing and online advertising efforts are typically used in conjunction with
traditional types of advertising like radio, television, newspapers and magazines. Marketing
efforts done solely over the internet. This type of marketing uses various online advertisements
to drive traffic toan advertiser's website. Banner advertisements, pay per click (PPC), and
targeted email lists are often methods used in Internet marketing to bring the most value to the
advertiser. Internet marketing is a growing business mainly because more and more people use
the internet every day. Popular search engines such as Google and Yahoo have been able to
capitalize on this new wave of advertising.

Online Marketing is the art and science of selling products and/or services over digital networks,
such as the Internet and cellular phone networks.

The art of online marketing involves finding the right online marketing mix of strategies that
appeals to your target market and will actually translate into sales.

The science of online marketing is the research and analysis that goes into both choosing the
online marketing strategies to use and measuring the success of those online marketing
strategies.

Types of online marketing include:

 Ecommerce
 Online Advertising
 Search Engine Marketing
 Email Marketing
 Social Media Marketing
 Article Marketing

And that's definitely just to name a few; more online marketing strategies are being invented all
11
the time.

Online marketing is becoming increasingly important to small businesses of all types. In the
past, marketing online was something that local bricks-and-mortar businesses could justifiably
ignore. It didn't make sense to waste time and money on online marketing when all your
business was local. Now with increasing local search and people's new habit of searching on the
Internet first, it matters. I would go so far as to say that all businesses should include some
online marketing in their marketing mix.

Internet Marketing is an all-inclusive term for marketing products and/or services online – and
like many all-inclusive terms, Internet marketing means different things to different people.

Essentially, though, Internet marketing refers to the strategies that are used to market a product
or service online, marketing strategies that include search engine optimization and search engine
submission, copywriting that encourages site visitors to take action, web site design strategies,
online promotions, reciprocal linking, and email marketing – and that’s just hitting the
highlights.

Online marketers are constantly devising new Internet marketing strategies in the hopes of
driving more traffic to their Web sites and making more sales; witness the increasing use of
blogs as marketing tools for business, for instance.

If you’re new to Internet marketing, I recommend focusing on web design and search engine
optimization as a starting point; for most sites, the most traffic still comes from search engines
and directories. When it comes to Internet Marketing, a lot of people get really confused about
it. In short, Internet Marketing means the ability to market your services on the Internet. Here
are some of the advantages and disadvantages of Internet Marketing that will set you thinking.
Internet might be a catchy advertising medium. But, there are quite a few issues that need
to be sorted out.

Advertising on the Net is slowly catching on. In developed economies, advertising on the Net
accounts for anything between seven and 7.5 per cent of the total advertising cake. Fine, how

12
large is online advertising in India?

Objectives of Social Media

Advertising:

As far as advertising on the Internet goes, all advertisements will serve to attract the user's
attention and draw him to the company, which is advertising.

Build brand awareness:

Direct or indirect methods can be used on the websites to build brand awareness of the different
brands of a company. This is where the Internet scores traditional media and methods as
explained below.

Stimulate direct action:

Visitors to a company's web site should get involved with the offerings on the site. Valuable
customer information can also be captured and tracked for future marketing initiatives.

Promote its brands:

Promotional give - away or contests generate excitement while simultaneously promoting your
brands online, aiding off - line sale.

Building a culture around its brands:

This goes along with that company's traditional advertising.

Surrogate advertising:
This is another means of surrogate advertising of the company, where all forms of traditional
advertising fail. Surrogate advertising can be proved to be positive in case of advertising on the
Internet.

13
Benefits of Social Media for the customer

Customers have gained immensely from the use of the internet. As the number of users of the
internet increase more and more will shop online. Listed below are some of the benefits of the
internet for the customer.

Customers stay updated Customers are kept updated with product information either via the
website or emails. With the internet now becoming mobile, through 3G technology and Wi-Fi,
customers can be kept updated almost in real time.

Customers can compare online One of the greatest advantages for the customer is that they
can compare products or services they wish to purchase from the comfort of their own homes.
Instead of visiting a number of different retail outlets, the user simply has to open different
window tabs to compare prices or features of the product/service they wish to purchase. Many
retailing websites offer the facility where different products they sell can now be easily
compared. There is also price comparison websites that customers can use to get the best
possible price for their products.

Clear product information for the customer Websites offer clear product information on the
product or service. There is little chance of misinterpretation or mishearing what the sales person
said.

Transparent pricing Pricing online is very clear and transparent for the customer. Customers
can take advantages of pricing that may change regularly or take advantages of special offers
that last for a limited period.

Track your purchase Consumers have to pay for their product /service before they receive it. It
is important that consumers feel reassured when this happens. Many websites allow consumers
to track their purchase from order, dispatch to transportation before delivery to their home
address. Again this reassures the consumer and makes them feel that they are obtaining a good
service online.
14
Reductions in personal carbon footprint: as consumer spend more time shopping online and use
their cars less. Their personal carbon footprint is reduced.

24/7 Shopping There is no time restriction on when a consumer can shop online. Many online
sales now start at midnight on a particular day encouraging customers to shop all hours of the
day.

Benefits of Digital marketing for the business

Whilst there are many benefits for consumers shopping online, business that start their
operations or transfer their operations online greatly benefit from doing so. Some of these
benefits will be briefly discussed.

Data collection Every time a customer transacts with the company online, that transaction is
captured. The firm can use this dBata in a number of ways. Firstly information can be analyzed
to find out most popular products/services sold. Secondly the data can be used to assist in
segmenting their customers, profiling them and sending customers promotional material based
on past buying habits.

There has been much controversy over the amount of information that is being collected online
by various companies’ in particular social networking sites and whether customers should be
able to opt out of that information being shared to third party users.

Personalization of web experience When customers log into their accounts businesses can
make their web experience almost unique. From offering special offers to that particular
customer, offering add on to their recent purchase, much like Amazon.com does, or by allowing
the customer to personalize their own products, like Nike does with their trainers .
Personalization allows the firm to form stronger bonds online with customers and form long
term online relationships ensuring customers come back regularly.

15
Competitor analysis The internet allows businesses to analyze their competitor’s online
strategy. A firm can keep abreast of new products that are released, react to price changes, or
use the internet to discover secondary data on their competitors. The internet allows a firm to
react quickly to a change in their competitor’s strategy, and try to provide a service that allows
them to match or beat their competitors.

Cost reduction One of the major benefits of setting up or moving a business online is the cost
advantages of doing so. A firm can save a number of costs. These include:

1. Staffing costs: Fewer staff are needed online then in the high street thus reducing costs.

2. Premises: The Company will not need retail outlet just a centralized office and possibly
warehouse space, saving on potential retail costs.

3. Disintermediation: The channel of distribution is shorter online as the consumer has the
opportunity to buy directly like with Dell. As one of the intermediaries is cut out this process is
known as disintermediation.

4. Financial management: As consumers pay for the product before it is dispatched, this
improves the cash flow for the company, making sure for the firm that they can pay their suppliers
and other costs on time.

16
 7 P'S of Digital Marketing

The four P's - Product, Price, Place and Promotion have long been associated with marketing, but
things have changed on the Internet. So along with a change in the nature of the four P’s there are
three new P’s which are relevant to the internet marketer: Presentation, Processes and
Personalization.

1. Product

Product on the Internet usually changes form online, and the user experiences it electronically, in
the form of text, images and multimedia. Physical goods are usually presented in the form of a
detailed online catalogue that the customer can browse through. Technology allows the user to
virtually touch and feel the product on the Internet - rotate it, zoom in or zoom out and even
visualize the product in different configurations and combination. Content and software are two
avatars of digitized products that can be even distributed over the Internet. On the Internet, E-
marketing will be based more on the product qualities rather than on the price . Every company
will be able to bring down the cost of its products and hence competition will not be on price. It
will rather be on the uniqueness of the product. To be able to attract the customers and retain them,
the company will have to provide nouvelle and distinct products that forces the net users to
purchase and come back for more.

2. Price

Price has been drastically changed over the Internet. It lets the buyer decides the price. Also it
gives the buyers information about multiple sellers selling the same product. It leads to best
possible deal for the buyers in terms of price. Pricing is dynamic over the Internet.

17
3. Place

Place revolves around setting up of a marketing channel to reach the customer. Internet serves as a
direct marketing channel that allows the producer to reach the customer directly. The elimination
of the intermediate channel allows the producer to pass the reduced distribution cost to the
customer in the form of discounts

4. Promotion

Promotion is extremely necessary to entice the customer to its website, as there are currently more
than one billion web pages. Promoting a website includes both online and offline strategies.
Online strategies include search engine optimization, banner ads, points of entry, viral marketing,
strategic partnership and affiliate marketing .Presently, the cyberspace is already cluttered with
thousands of sites probably selling similar products. For the customers to know of the Company’s
existence and to garner information on the kind of products or services that the company is
offering, promotion has to be carried out. There can be traded links or banner advertisements for
the same. the traditional mediums like print, outdoor advertising and television can be used to
spread awareness.

5. Presentation

The presentation of the online business needs to have an easy to use navigation. The look and the
feel of the web site should be based on corporate logos and standards. About 80% of the people
read only 20% of the web page. Therefore, the web page should not be cluttered with a lot of
information. Also, simple but powerful navigational aids on all web pages like search engines make it
easy for customer to find their way around.

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6. Processes

Customer supports needs to be integrated into the online web site. A sales service that will be able
to answer the questions of their customers fast and in a reliable manner isnecessary. To further
enhance after sales service, customers must be able to find outabout their order status after the sale
has been made.

7. Personalization

Using the latest software it is possible to customize the entire web site for every single user,
without any additional costs. The mass customization allows the company to create web pages
products and services that suit the requirement of the user. A customized web page does not only
include the preferred layout of the customer but also a pre selection of goods the customer may be
interested in.

19
 Understanding the Social Media Customers

Now to be able to use the seven P’s effectively in order to achieve the predefined goals of any
organization it is imperative to understand the customers. Customization will only betruly effective
if we understand our customers and their true needs. Before adapting marketing practices to the
Internet, the marketer needs to understand the characteristics of the online customers. The Net
users can be classified into five categories depending upon their intention of using the Internet.
The five categories of users are:

 Directed Information Seekers:

They require specific, timely and relevant information about the products and services being
offered.

 Undirected Information Seekers:

These users require something interesting and useful. Something that can give them an edge,
advantage, insight or even a pleasant surprise.
 Bargain Hunters:
They are of two kinds: One who look for free items on the internet and other who are seeking
better deals, higher discounts etc
 Entertainment Seekers:
They see the Web as an entertainment medium of vast breath and potential and want to explore the
medium before the mass gets there.

 Directed Buyers:
They want to buy something - now. They are sure what they require and just log on to the Web to
purchase the item.

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 Using the 7 Ps in Your Social Media Marketing Plan

The 7 P’s are very important in Internet marketing and can make a big difference in a successful
online business.

1. PRODUCT: You need to be able to assess the market and the customers’ mood to understand
if the product you are selling online is really in demand or not? A good product sold at the wrong time
or in the wrong place might not sell as much, so you need to be educated in how someone surfing on
the Internet will be attracted to buy your product. Appropriate research should be done ahead of time,
at our company, Karma Snack, we can conduct marketing research for you through our business
intelligence services. We help clients find the right market, demographic, and best time of year for
promotion your products, and then help deploy the campaign.

2. PRICE: By assessing what people can spend for some products, analyzing the buying
patterns, and knowing the trends you must intelligently set a price that will be attractive enough to the
customer and yet bring you profits. If a product is in demand and the current price is not justifying the
cost, you can raise it to ensure that the overall sales will bring you profit even if you lost some
customers. At Karma Snack, we help clients find the sweet spot for your product’s pricing by testing
pricing, discounts, and doing in-depth research on your competition’s bottom-line. The end goal of
every campaign is to increase your profitability, which reducing costs, while increasing your market
share.

3. PROMOTION: When you are promoting your product on the Internet you need to question
whether you are addressing the right target audience. Even if you are getting the target audience to
your website, you need to be sure that you speaking the language they understand. This way you can
communicate the benefits in a way that they will understand. An effective promotional campaign will
mean your advertisements and the campaign tries to reach out as many potential customers as possible.
Karma Snack’s team takes care of analyzing the traffic to your website, the sources of the traffic, and
the average stay. We then utilizes advanced behavioral analytics and predictive analysis to get more
profitable customers to your business.

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4. PEOPLE: When you are doing Internet marketing you have to be able to outsource the work
and hire the people to do things like write effective content. You’ll want the people who can provide
answers to visitors’ questions and provide them with the information they are looking for. It will also
be necessary to effectively pass it back to the management. Lastly it is very important to ask if you

have the people to share information on the product, service, or company on blogs, forums etc. by
posting about it. Karma Snack helps clients with all of this by utilizing their in-house team of
copywriters, without additional charges to your campaign.

5. PLACE: Obviously in the world of Internet marketing, your website is the place where all
transactions happen. How interactive is your website? How user-friendly is it? How easy is it to
navigate for the customer? These questions are very important to attract and retain customers. Karma
Snack utilizes A/B Split Testing, and Multi-variate testing on an ongoing basis, to constantly improve
your website’s performance, increase the amount of traffic which converts into a sales/lead/ or a
content. We test color schemes, buttons sizes, images, photos, layouts, and are always improving your
website. Your website has to constantly evolve, there are times where your website will not look like it
did a week ago, a month from now, or a year from now. We are data centric, so all changes and
improvements have to be justified by increased ROI for you.

6. PROCESS: is very important for Internet marketing too. You need to ask if you have
resiliency in your site, the ability to handle large number of customers, the proper support at all times,
and a system to answer FAQs. Karma Snack scales campaigns according to each clients needs. There
are times clients tell us to scale back the efforts since they cannot handle the volume, and have to
expand resources, and we adjust campaigns accordingly.

7. PHYSICAL EVIDENCE: Online, it is difficult for the customer to know how the product is
going to benefit them. So it will be necessary to communicate in a way that the customer will be able
to feel confident in purchasing a product or service. You can do reports and articles that will excite the
customers about the product and the service. Video and images also help the customer feel
comfortable. If you talk to a Karma Snack representative, you can learn about how we take care of
Video, images, content, reviews, articles, and sync all of your offline and other online marketing
campaigns for accountability.

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23
 LITERATURE REVIEW

A number of research papers and articles provide a detailed insight on Internet Marketing. The findings
from the literature are presented below:-

Digital marketing has been described simply as ‘achieving marketing objectives through applying
digital technologies’ (Chaffey et al., 2009). Digital marketing is the use of technologies to help
marketing activities in order to improve customer knowledge by matching their needs (Chaffey, 2013).
In the developed world, companies have realized the importance of digital marketing. In order for
businesses to be successful they
will have to merge online with
traditional methods for
meeting the needs of customers
more precisely (Parsons,
Zeisser, Waitman 1996).
Introduction Literature Review of new
technologies has creating new
business opportunities for
marketers to manage their
websites and achieve their
business objectives (Kiani,
1998).

Online advertising is a powerful marketing vehicle for building brands and increasing traffic for
companies to achieve success (Song, 2001). Expectations in terms of producing results and measuring
success for advertisement money spent, digital marketing is more cost-efficient for measuring ROI on
advertisement (Pepelnjak, 2008).Today, monotonous advertising and marketing techniques have given
way to digital marketing. In addition, it is so powerful that it can help revive the economy and can
create tremendous opportunities for governments to function in a more efficient manner (Munshi,
2012).

24
Firms in Singapore have tested the success of digital marketing tools as being effective and useful for
achieving results. (Teo, 2005). More importantly, growth in digital marketing has been due to the rapid
advances in technologies and changing market dynamics (Mort, Sullivan, Drennan, Judy, 2002). In
order for digital marketing to deliver result for businesses, digital content such as accessibility,
navigation and speed are defined as the key characteristics for marketing (Kanttila, 2004). Other tried
and tested tool for achieving success through digital marketing is the use of word-of-mouth WOM on
social media and for making the site popular (Trusov, 2009).

In addition, WOM is linked with creating new members and increasing traffic on the website which in
return increases the visibility in terms of marketing. Social media with an extra ordinary example
Facebook has opened the door for businesses to communicate with millions of people about products
and services and has opened new marketing opportunities in the market. This is possible only if the
managers are fully aware of using the communication strategies to engage the customers and
enhancing their experience (Mangold, 2009). Marketing professional must truly understand online
social marketing campaigns and programs and understand how to do it effectively with performance
measurement indicators. As the market dynamics all over the world are changing in relation to the
young audience accessibility to social media and usage. It is important that strategic integration
approaches are adopted in organization’s marketing communication plan (Rohm & Hanna, 2011). With
the above reviews we can assume that GST is a tax reform which will change the scenario of the
country as a support for this review study.

Blogs as a tool for digital marketing have successfully created an impact for increasing sales revenue,
especially for products where customers can read reviews and write comments about personal
experiences. For businesses, online reviews have worked really well as part of their overall strategic
marketing strategy (Zhang, 2013). Online services tools are more influencing than traditional methods
of communication (Helm, Möller, Mauroner, Conrad, 2013). As part of study, it is proven that users
experience increase in self-esteem and enjoyment when they adapt to social media which itself is a
motivating sign for businesses and marketing professional (Arnott, 2013). Web experiences affect the
mental process of consumers and enhance their buying decision online (Cetină, Cristiana, Rădulescu,
2012). The Internet is the most powerful tool for businesses (Yannopoulos, 2011). Marketing managers
who fail to utilize the importance of the Internet in their business marketing strategy will be at

25
disadvantage because the Internet is changing the brand, pricing, distribution and promotion strategy.

26
 RESEARCH
METHODOLOGY

27
 RESEARCH METHODOLOGY

Research methodology is the way to systematically solve the problem. It may be understood as the
science of studying how research is done scientifically. In it we study the various step that are generally
adopted by researcher in studying his research problem along with logic behind them and to map the
customer satisfaction level for post purchase behavior.

3.1 Research Problem Defination:

A research problem is a statement about an area of concern, a condition to be improved upon, a
difficulty to be eliminated, or a troubling question that exits in scholarly literature, in theory, or in
practice that point to the need for meaningful understanding and deliberate investigation. To find out
the problem is the first stage of research process. It represents translating the management problem into
research problem. It is right said, A problem well defined is half solved.

“Research methods are the particular strategies research use to collect the evidence necessary for
building and testing theories”

28
3.2 Research objective:

❖ What are the successful techniques of Social Media used today?

❖ What is basic comparison between traditional and Social Media marketing?
❖ Which is the most preferred Social Media marketing approach?
❖ Do companies prefer internet marketing to traditional marketing?

3.3 Research Design:

The research design is the conceptual structure within which research is conducted; it constitutes the
blueprint for the collection, measurement and analysis of data. As such the design includes an outline
of what the researcher will do from writing the hypothesis and its operational implications to the final
analysis of data.
There are mainly 3 broad categories as follows:-

3.3.1. Exploratory Research Design.

Exploratory research studies are also termed as formularize research studies. The main purpose of such
studies is that of formulating a problem for more precise investigation or of developing the working
hypotheses from an operational point of view. The major emphasis in such studies is on the discovery
of ideas and insights.

3.3.2. Descriptive Research Design.

29
Descriptive research studies are those studies which are concerned with describing the characteristics
of a particular individual, or of a group, whereas diagnostic research studies determine the frequency
with which something occur or its association with something else. The studies concerning whether
certain variables are associated are examples of diagnostic research studies.

3.3.3. Causative Research;

In linguistics, a causative is a valence operation that indicates that a subject causes someone or
something else to do or be something, or causes a change in state of a non-volitional event. The
research design used for this study is of the descriptive type and Causal type. Descriptive research
studies are those studies which are concerned with describing the characteristics of a particular
individual or a group.

3.4 Data Sources & Methods:

In dealing with any real life problem, it is often found that data at hand are inadequate, and hence, it
becomes necessary to collect data that are appropriate. I have chosen following methods:

3.4.1. Primary data:

These are those data, which will be collected afresh and for the first time, and thus happen to be
original in character. I will be used the structured questioners.

3.4.2. Secondary data:

These are those which have already been collected by someone else and which have already been
passed through the statistical process. I will collect the data from the sources like internet, published
data etc.

30
3.5 Sampling Procedure:

Population of the study :

The total element of the universe from which sample is selected for the purpose of study is known as
population.

3.5.1. Universe:

This study is conducted only at the Nagpur city, Maharashtra, India.

The universe consists of all survey elements. Universe includes all elements from which we get the
information for research. For this research population of Amravati is universe. It is the finite Universe.

3.5.2. Sampling Element:

Sampling is the process of choosing customers for a research study. Sampling is used because it is
difficult or impractical to include all members of a showroom. However, research projects are designed
to ensure that enough customers are recruited to generate useful information.

3.5.3. Sampling Method:

Random sampling technique is used in this research project.

3.5.4. Sampling Size:

All the items consideration in any field of inquiry constitutes a universe of population. In this research
only a few items can be selected form the population for our study purpose. The items selected
constitute what is technically called a sample.
Here out sample size is 25 students & 25 employers from the total population to conduct the study.

31
32
 OBJECTIVES

OBJECTIVES

1) To identify1st why employee & students are level of interested in Social Media marketing.

2) To study about the employee & students that how they are responding towards Digital

media advertisement.

3) To explore the behavior changes of employee & students towards Social Media Marketing ads.

33
4) To evaluate the impact of Social Media ads on employee & students.

34
HYPOTHESIS

35
 HYPOTHESIS

H0 :- The Social Media marketing of in Nagpur region is not effective.

H1 :- The Social Media marketing of in Nagpur region is effective.

36
DATA ANALYSIS

37
 RESEARCH ANALYSIS AND INTERPRETATION

Q1. Respondents by their Classification

S. NO. GENDER RESPONDENT PERCENTAG

S E
1 Students 25 50%
2 Employers 25 50%
TOTA 50 100%
L

RESPONDENTS
60

50

40
RESPONDENTS
30

20

10

0
Students Employers

INTERPRETATION
The above table reveals that the 50% of respondents are students and 50% of
respondents are employers.

38
Q2. Respondents by their Age

S. NO OPTION RESPONDENTS PERCENTAGE

1 18-22 15 30%
2 23-27 5 10%
3 28-32 18 36%
4 ABOVE 32 12 24%
TOTAL 50 100%

RESPONDENTS
18
16
14
12 RESPONDENTS
10
8
6
4
2
0
18-22 23-27 28-32 ABOVE 32

INTERPRETATION

With reference to the analysis of the personal data, Table & Chart shows that most
(36%) of the respondents of the study are in the age category between 28-32 Years. The
other half(30%) of the respondents are in the age category between 18-22, the rest of the
respondents about(10 %) are of the age category between 23-27 years and the rest about
(24%) of them are in the age category between 32 & above.

39
 Q3. EUDCATIONAL QUALIFICATION OF THE RESPONDENTS

S. NO. OPTION RESPONDENT PERCENTAGES

S
1 DIPLOMA 10 20.0%
2 UG 20 40.0%
3 PG 20 40.0%
4 OTHERS 0 0%
50 100%

Column2
20
18
16
14 Column2
12
10
8
6
4
2
0
DIPLOMA UG PG OTHERS

INTERPRETATION

With reference to the educational qualification of the respondents, Table and Chart
shows that almost all the respondents are educated up to the level of Under Graduate (40%),
(40%) of respondents are Post graduate ,(20%) of respondents are Diploma Where as only a
least percent of the respondents (0%) are found a in the Other category.

40
 Q4. Experience of the Respondents

S. OPTION RESPONDEN PERCENTAG

NO. TS E
1 Less than 1 Year 12 24%
2 1-5 Years 18 36%
3 6-10 Years 20 40%
4 Above 10 Years 0 0%
TOTAL 50 100%

RESPONDENTS
20
18
16
14
12 RESPONDENTS
10
8
6
4
2
0
Less than 1 1-5 Years 6-10 Years Above 10
Year Years

INTERPRETATION

The above table shows that the majority of 40% of respondents have their experience
as 6-10 years, 24% of respondents have their experience as below 1 year, 36% of
respondents have their experience as 1-5 years & 0% have above 10 years .

Q5 How often you surf the internet?

41
 Responses No. of % of
respondants Employers
Regularly 33 66%
Once in a week 7 14%
Once in a month 4 8%
Occasionally 6 12%
Total 50 100%

Usage of internet by customers

12%
8%
regularly
14%
once in week
66%
once in month

occasionally

Figure 1: depicting how much people surf over the internet

Interpretation:-

The response regarding the usage of internet among customers was remarkable. There were 66% who
surf internet daily. Wherein 14% once a week, 8% once a month and 12% on occasional basis. This
has led to slow but penetration of internet marketing.

42
Q6. What was the source of medium other than internet that made you aware about the
products?

Responses No. of respondent % of Respondent

Newspaper 10 20%
T.V. 32 64%
Radio 2 4%
Banners 3 6%
Others 3 6%
Total 50 100%

Medium of awareness about

the product other than internet
6%
4%
6% 20%
Newspaper

T.V.

Radio
64% Banners

Others

Figure 2 : depicting the source of medium for the awareness about products other than Internet

Interpretation:-

When asked about the medium of awareness about the various products other than internet.64% got it
from T.V., wherein 20% from newspaper, 4% radio, 6% from banners or other to impulsive buying of
products.

Q7. Does the information provided over the Social Media that made you aware about the
products?
43
 Responses No. of respondent % of Respondent
Yes 19 38%
No 12 24%
Can’t Say 19 38%
Total 50 100%

Satisfaction of information
provided over the internet

38% 38%
Yes

No
24%
Can't Say

Figure 3: depicting the satisfaction of information provided over the internet

Interpretation:-

Customer purchasing products by the medium of internet are satisfied. With 38% saying yes, there are
somewhat 24% saying no and 38% aren’t sure. With the increment of satisfaction the roots of internet
marketing can slowly capture the markets especially of India.

Q8. What all you think constitutes Social Media?

44
 Responses No. of % of
respondent Respondent
Online Shopping 8 16%
Online 12 24%
Advertisement
Online Promotion 2 4%
All The Above 25 50%
None Of Above 3 6%

Internet marketing constitutes of

6%16%
Online Shopping

24% Online Advertisement

50%
Online Promotion

All The Above

4% None Of Above

Figure 4: depicting what all internet marketing constitutes off

Interpretation:-

The customers were asked whether they know what all internet marketing constituted off. Nearly 50%
said it includes all the above, 16% knew its only online shopping, 24% knew its only online
advertisement , 4% felt its online promotion and 6% felt its none of above.

Q9. Do you think internet marketing is reliable as a tool of Social Media marketing?

Responses No. of respondent % of Respondent

Yes 24 48%
No 16 32%

45
Can’t Say 10 20%
Total 50 100%

Yes No Cant Say

20%

48%

32%

Figure 5: Depicts internet marketing's reliability

Interpretation:

The customers were asked whether internet marketing is reliable; there were 48% who said yes,
32% who said no and 20% who didn’t have an idea over it.

Q10. What are the success factors of Social Media marketing?

Responses No. of respondent % of Respondent

Strong Branding 13 26%
Unique merchandise 8 16%
46
 Good Customer 11 22%
Service
CRM 5 10%
Distribution efficiency 10 20%
Others 3 6%
Total 50 100%

Success factors of internet

marketing

6% Strong Branding
20% 26%
Unique Merchandise

10% Good Customer Service

16%
CRM
22%
Distribution Efficiency

Others

Figure 6: depicts about the success factors of internet marketing

Internet marketing have various success factors, 26% felt the strong branding is the reason. 16% were
of the opinion that unique products sold over the internet. 22% for good customer service , 10% for
CRM, 20% for distribution efficiency and 6% for other reasons.

Q11. Which method do you currently use most frequently to buy your tickets?

Responses No. of respondent % of Respondent

Ticket machine 20 40%
Mobile App 18 36%
Ticket Counter at Station 5 10%
Website 6 12%

47
 Travels Center 1 2%
Total 50 100%

No. of respondent

Ticket machine
Mobile App
Ticket Counter at Station
Website
Travels Center

Figure 7 : Method do you currently use most frequently to buy your tickets

Interpretation:-

To purchase train tickets, the website is used by 12% of the customers only. Obviously, today
passengers are used to use apps before, during or after their journey. In the last years, websites as point
of sales lost in importance in public transports. Finally, travel centres are also very seldom visited to
purchase tickets (2%).

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 FINDING

FINDINGS

The results of the research show that most of the participants, both students, and employers, use social
media regularly. Those results are expected, as well as the fact that Facebook and Instagram are the most
often used social networks. Also, most of the participants use two social networks at the same time. In both
samples, some participants do not use social media. Still, it can be concluded that the use of social networks
in private and professional life is significant. The students' answers confirmed expected: they use social

49
networks daily; most frequently, they are liking/disliking posts from fellow users while acquiring data and
information, and keeping contact are the main reasons why they use social networks

Both groups of participants (employers and students) have a relatively similar opinion concerning data that
employers should acquire at the profiles of the potential job candidates - data about education and previous
employment (more than half of the participants in both samples agree with that). Among other information
about employees that employers should look on social networks, there are similarities in the opinions of
students and employers, as well as the differences. Almost the same part of the participants in both samples
assume that employers on social networks should look at pictures, statements, recommendations,
memberships, etc. However, one should be careful in the interpretation of these results because the
percentage of students and employers that agree with the offered statements is less than 40% for most of
them. It shows that participants (employers and students) only partially accept the use of social networks in
the recruiting process. There is a significant difference in attitudes between students and employers
concerning the statement that employers should look for comments published by potential candidates and
his friends (Table 2). Namely, part of employers stated that they should look comments and other content
posted by the candidate and his/her friends, while only the small number of students agree with that. One
can assume that students are afraid of hasty conclusions that potential employers could draw about them,
based on their, or the comments of their friends. Namely, it is questionable to what extent is true what
someone posts about themselves on social media if some comments/jokes should be taken seriously if a list
of someone's friends says anything about his/her character, etc.

50
 CONCLUSION

CONCLUSION

The findings of research imply that the employers are more inclined than students to the use of the social
network in recruitment and selection of employees. However, both employers and students agree that
social networks should not be crucial for decision making about employment. Still, they can facilitate the
finding of a potential candidate for employers and finding the appropriate job for students. Students, in
particular, expressed a high degree of reservation towards the use of all data published on social
networks (comments and other content posted by them or their friends).

The reason for this attitude is probably the fear that employers might misjudge them solely based on
social media activities. Both employers and students show reservations and caution when it comes to the
51
reliability of the information that students/potential job candidates post on social networks. They are
aware that these sources should not be crucial in the decision on employee selection. Still, it is also clear
that some abilities, personality traits, and competencies can be read from the content that candidates
publish, follow, share, comment, or like on social media.

52
53
 BIBLIOGRAPHY

A. Textbooks and Reference Books:-

1. AJ Parsons, M Zeisser, R Waitman (1996), “Organizing for digital marketing”,
McKinsey Quarterly.
2. A Munshi, MSS MUNSHI (2012), “Digital matketing: A new buzz word”,
International Journal of Business Economics & Management Research, Vol.2 Issue 7.
3. Blažková, M. Jak využít internet v marketingu: krok za krokem k vyšší konkuren-
ceschopnosti. Grada Publishing, 2005. ISBN 80-247-1095-1.
4. Chaffey.
D (2013),

BIBLIOGRAPHY

“Definitions of E-marketing vs Internet vs Digital marketing”, Smart Insight Blog,

February 16.
5. Chu, Shu-Chuan (2011), “Viral advertising in social media: Participation in Facebook
groups and responses among college-aged users.” Journal of Interactive Advertising 12:
30-43.
6. Cha, Jiyoung. (2009), “Shopping on Social Networking Websites: Attitudes towards
real versus virtual items.” Journal of Interactive Advertising, 10: 77-93.

54
7. Cetină. J, Cristiana. M, Rădulescu. V (2012), “Psychological and Social Factors that
Influence Online Consumer Behavior”, Procedia - Social and Behavioral Sciences, Vol
62, Page 184-188.
8. Felt, L. J., & Robb, M. (2016), “Technology Addiction: Concern, Controversy, and
Finding Balance”, San Francisco: Common Sense Media.
9. Fred Palumbo, Paul Herbig (1998), "International marketing tool: the Internet",
Industrial Management & Data Systems, Vol. 98 Iss: 6, pp.253 – 261. Publisher: MCB
UP ltd.

B. Website Linkages:-
www.wikipedia.com

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