“INFLUENCE OF SOCIAL MEDIA MARKETING

ON YOUNG CONSUMERS’ BEHAVIOUR”

Project report submitted to

CHRIST COLLEGE (AUTONOMOUS), IRINJALAKUDA

In partial fulfillment of the requirements for the award of the degree of

Bachelor of Commerce

Submitted by

SONNET SABU

(Reg.No:CCATBCM020)
Under the guidance of

Prof. MUVISH K M

POST GRADUATE & RESEARCH DEPARTMENT OF

COMMERCE

CHRIST COLLEGE (AUTONOMOUS), IRINJALAKUDA

UNIVERSITY OF CALICUT

MARCH 2022
 CERTIFICATE

This is to certify that the project titled, “INFLUENCE OF SOCIAL MEDIA

MARKETING ON YOUNG CONSUMERS’ BEHAVIOUR” by Ms.
Sonnet Sabu, is a bona-fide record of work done under my guidance and
supervision in partial fulfillment of the requirement for the award of the
Degree of Bachelor of Commerce.

Dr. JOSHEENA JOSE Prof. MUVISH K M

(Head of the Department) (Project Guide)
 DECLARATION

I, Sonnet Sabu, hereby declare that the bona-fide record of “INFLUENCE

OF SOCIAL MEDIA MARKETING ON YOUNG CONSUMERS’
BEHAVIOUR” done in partial fulfillment of the B.Com degree program of
Calicut University under the guidance of Prof. Muvish K M, Asst. Professor,
Post Graduate & Research Department of Commerce, Christ College
(Autonomous), Irinjalakuda.

I also declare that the project has not formed the basis of reward of any
degree or any other similar title to any other University.

Place: Irinjalakuda SONNET SABU

Date: 24/03/2022 CCATBCM020

 ACKNOWLEDGEMENT

First, I thank God Almighty who showers his blessings upon me, who
guides, shields, and strengthens me all the time.

I wish to express my gratitude and heart-felt thanks to our College

Principal Fr. Dr. Jolly Andrews CMI for his encouragement and for
givingme permission for the study. I am thankful to Dr. Josheena Jose,
HOD for providing proper help and encouragement in the preparation
of this report.

I express my sincere gratitude to Prof. Muvish K M, whose guidance

and support throughout the training period helped me to complete this
work successfully. I’m also thankful to the other faculties of the
department for their valuable advice and co-operation, rendered for the
successful completion of my project.

I put forward my thankfulness to the Librarian and Non-Teaching Staffs

of Christ College Irinjalakuda (Autonomous) for their co-operation. I
also take this opportunity to thank my parents, friends and classmates
who have been a sourceof inspiration. Without their encouragement, it
would not have been possible for me to complete my project
successfully.

Place: Irinjalakuda Sonnet Sabu

Date: 24/03/2022
 TABLE OF CONTENTS
SL NO. CONTENTS PAGE
NO.
1. LIST OF TABLES

2. LIST OF FIGURES

3. CHAPTER 1: INTRODUCTION 1-5

4. CHAPTER 2: REVIEW OF LITERATURE 6 - 14

5. CHAPTER 3: THEORETICAL 15 - 27

FRAMEWORK

6. CHAPTER 4: DATA ANALYSIS AND 28 - 52

INTERPRETATION

7. CHAPTER 5: FINDINGS, SUGGESTIONS, 53 – 57

AND CONCLUSION

8. BIBLIOGRAPHY 58 - 59

9. APPENDIX 60 - 65
 LIST OF TABLES
TABLE NO. TITLE PAGE NO.

4.1 Classification on the basis of gender 29

4.2 Classification on the basis of age 30

4.3 Classification on the basis of the 31

field belonging to
4.4 Classification on the basis of the 32
number of years of internet usage
4.5 Classification on the basis of 33
preferred source of information for
respondent’s buying decision
4.6 Classification on the basis of social 34
media platforms where the
respondents have an account with
4.7 Classification on the basis of usage 35
of social media
4.8 Classification on the basis of 36
purpose of usage of social media
4.9 Classification on the basis of 37
interactive and informative
marketing
4.10 Classification on the basis of types 38
of social media marketing
respondents have come across the
most
4.11 Classification of respondents who 39
would pay attention to
advertisements on social media
websites
4.12 Classification of respondents who 40
would take actions based on
advertisements on social media
4.13 Classification of respondents whose 41
buying behavior was influenced by
social media marketing
4.14 Classification of respondents’ 42
number of purchases influenced by
social media marketing
4.15 Classification of respondents’ rating 43
on social media marketing in
building familiarity with a brand’s
products and services
4.16 Classification of respondents’ 44
ratings on social media marketing
provides sufficient information to
make purchase decisions
4.17 Classification of respondents’ rating 45
on looking for advertisements on
social media before buying a
product
4.18 Classification of respondents’ rating 46
on reading the opinion of friends on
social media before buying a
 product
4.19 Classification of respondents’ rating 47
on the influence of social media
news and promotional information
4.20 Classification of respondents’ rating 48
on responses towards queries and
promotional offers
4.21 Classification of respondents’ rating 49
on the influence of the ‘Trending
and Popular hashtags’ on social
media
4.22 Classification of respondents’ rating 50
on social media marketing is
trustworthy
4.23 Classification of respondents’ 51
purchases influenced by social
media marketing
4.24 Classification of respondents’ rating 52
of social media as a means of
marketing
 LIST OF FIGURES
TABLE NO. TITLE PAGE NO.

4.1 Classification on the basis of gender 29

4.2 Classification on the basis of age 30

4.3 Classification on the basis of the field 31

belonging to
4.4 Classification on the basis of the 32
number of years of internet usage
4.5 Classification on the basis of preferred 33
source of information for respondent’s
buying decision
4.6 Classification on the basis of social 34
media platforms where the respondents
have an account with
4.7 Classification on the basis of usage of 35
social media
4.8 Classification on the basis of purpose of 36
usage of social media
4.9 Classification on the basis of interactive 37
and informative marketing
4.10 Classification on the basis of types of 38
social media marketing respondents
have come across the most
4.11 Classification of respondents who 39
would pay attention to advertisements
 on social media websites
4.12 Classification of respondents who 40
would take actions based on
advertisements on social media
4.13 Classification of respondents whose 41
buying behavior was influenced by
social media marketing
4.14 Classification of respondents’ number 42
of purchases influenced by social media
marketing
4.15 Classification of respondents’ rating on 43
social media marketing in building
familiarity with a brand’s products and
services
4.16 Classification of respondents’ ratings 44
on social media marketing provides
sufficient information to make purchase
decisions
4.17 Classification of respondents’ rating on 45
looking for advertisements on social
media before buying a product
4.18 Classification of respondents’ rating on 46
reading the opinion of friends on social
media before buying a product
4.19 Classification of respondents’ rating on 47
the influence of social media news and
promotional information
4.20 Classification of respondents’ rating on 48
 responses towards queries and
promotional offers
4.21 Classification of respondents’ rating on 49
the influence of the ‘Trending and
Popular hashtags’ on social media
4.22 Classification of respondents’ rating on 50
social media marketing is trustworthy
4.23 Classification of respondents’ 51
purchases influenced by social media
marketing
4.24 Classification of respondents’ rating of 52
social media as a means of marketing
 CHAPTER 1

INTRODUCTION

1
1.1 Introduction

In the past, individuals communicate with one another without using a language. In
today's world, communication has undergone a significant transformation. Social media
has become a popular means for people of all ages to communicate. The Internet,
especially social media, has changed the way customers and advertisers communicate.
The Internet offers features such as the ability to store large volumes of data in multiple
locations for a low cost - strong search engines for organizing and disseminating data -
the ability to act as a physical distribution medium as software - and comparatively low
prices. Business professionals can now meet international customers with a single click
of a button thanks to the internet and the presence of many social media platforms. A
consumer may use the internet to search for a product, read reviews, and see how other
buyers evaluated it before purchasing it, thanks to internet technology. Consumers are
overly reliant on technology these days since many people use computers, which
necessitates the use of online marketing.

Consumer buying decisions are influenced by social media through group

conversations. An online platform is a novel approach to business development. As a
result of social media, the methods of communication between suppliers and buyers
have altered. The consumer's purchase decision is influenced by e-commerce. A new
medium for communicating product and service information is social media
communication. Because most consumers use the internet and online social media
tools, analyzing consumer behavior is a key component of selling products and services.
For introducing and marketing products, as well as conducting polls, social media has
become an important instrument. Nowadays, social media is a vital marketing tool for
promoting products and services. As a result, it's crucial to understand how social media
influences customer behavior.

1.2 Statement of the problem

With the advent of the Internet, there has been an increase in globalization and
information dissemination, which has resulted in an increase in economic operations.
Many businesses have embraced social media marketing as a means of promoting their

2
brands. Every business employs various social media platforms for marketing, such as
Facebook, Twitter, and other platforms. As a new marketing tool, social media
marketing provides great potential for every company to influence consumer behavior.
This research will add to the body of knowledge available to solve this problem.

1.3 Objectives of the study

• To analyze the young consumer attitude towards social media marketing.
• To analyze the influence of social media marketing on young consumers’
purchase intentions.
1.4 Significance of the study

Over the last decade, social marketing has begun to attract the attention of academics
and industry participants as a marketing tactic. It is a significant factor that has an
impact on people's lives nowadays. Every second, the number of people using social
media sites grows. As a result of this expanding number, marketers are increasingly
turning to social media platforms to help them better engage with customers and
understand their needs. Because social media marketing is more reliant on human
interaction than organized advertising, the study will look into how this influences
consumer behavior. This research will also provide a better understanding of the
elements that drive purchases and customer behavior. The outcomes of the study will
aid in forming a broad conclusion about the impact of social media marketing on the
behavior of young customers.

1.5 Scope of the study

The scope of the study is to find the influence of social media marketing on young
consumers’ behavior of Christ college(autonomous) Irinjalakuda.

1.6 Research Methodology

1.6.1 Nature of data

The study is based on both primary and secondary data.

3
1.6.2 Sources of the data

Primary data were collected from respondents through a systematically prepared

questionnaire in the google form. Secondary data were collected from various sources
such as books, journals, the internet, etc

1.6.3 Research Design

This study is descriptive, with the support of primary and secondary data. It includes
surveys and the major purpose of this research is to the analysis of the influence of
social media marketing on young consumers’ behavior.

1.7 Sample design

1.7.1 Nature of population

The target population is the youth of Christ College(autonomous) Irinjalakuda aged

between 18 to 30 years.

1.7.2 Sample size

The sample size selected for the study is 60.

1.7.3 Sampling method

Samples for the study are selected through a convenient sampling technique.

1.8 Tools used for analysis

The data were analyzed and interpreted with the help of different tools such as
percentages, tabulation, and figures.

1.9 Limitation of the study

1.9.1 Due to covid 19 pandemic restrictions, data collection was limited to an online
questionnaire.
1.9.2 Primary data collection was based on convenient sampling, targeting only some
from the total population.

4
1.10 Chapterization

1.10.1 Chapter 1: This chapter covers the introduction of the study.

1.10.2 Chapter 2: This chapter contains a review of literature related to the topic.

1.10.3 Chapter 3: This chapter depicts the theoretical framework.

1.10.4 Chapter 4: This chapter deals with Data analysis and interpretation.

1.10.5 Chapter 5: This chapter covers major findings, suggestions and

conclusions from the study.

5
 CHAPTER 2

REVIEW OF LITERATURE

6
2.1 Review of Literature

A few studies had been made which were indirectly helpful to this research. Reviews
of such studies are presented below:

1. Dr. M. Saravanakumar, Dr. T. SuganthaLakshmi(2012), The importance of

social media marketing cannot be overstated. It allows brands and companies to
establish communication channels with their customers, market their products,
build brand image and boost customer loyalty through different tools. Facebook,
Twitter, and YouTube are the most extensively used social media platforms by
businesses and celebrities in promoting themselves and their brands. These
platforms bring more customers and provide better promotions. As a result,
social media marketing is the most effective.
2. Simona Vinerean, Iuliana Cetina, Luigi Dumitrescu, Mihai Tichindelean
(2013), The impact of social media marketing on online consumer behavior was
investigated. The goal of this study was to divide social media users into groups
based on their perceived importance of utilizing social media. This study reveals
that the respondents have a positive response towards online ads and such
marketing instruments.
3. Walid Nabil Iblasi, Dr. Dojanah M.K. Bader, Sulaiman Ahmad Al-Qreini
(2016), The impact of social media as a marketing tool on purchasing decisions
was explored in this paper. The study was conducted among Samsung
customers. The study's findings revealed that all of the participants spent a
significant amount of time on social networking platforms. Hence these social
media websites can influence the purchasing decision of people as a marketing
tool.
4. Bruno Godey, Aikaterini Manthiou, Daniele Pederzoli, Joonas Rokka,
Gaetano Aiello, Raffaele Donvito, Rahul Singh(2016), By examining
pioneering businesses in the luxury industry, this study investigates how social
media marketing affects brand equity and consumer behavior(Burberry, Dior,
Gucci, Hermes, and Louis Vuitton). This research examines the link between
social media marketing activities and their outcomes. The study discovered that
SMMEs have a significant beneficial impact on brand equity and its two
primary dimensions: brand awareness and brand image.

7
5. F Safwa Farook, Nalin Abeysekara (2016), The impact of social media
marketing on client engagement was investigated. The findings of the study
showed that the posts and contents posted online significantly influences online
customer engagement. It also displayed improved social media marketing and
promotion; the higher will be the consumer engagement.
6. Zulqurnain Ali, Muhammad Aqib Shabbir, Abid Hussain (2016), explore
the impact of social media marketing on buying a product. They also look into
the impact of door-to-door marketing. According to the findings, social media
marketing has a measurable impact on consumer perception. Also mention that
door-to-door marketing has more impact on consumer perception than social
media marketing.
7. Joy J, Sulaipher M (2017), tried to look at the behavioral change in consumers
in the context of social media marketing. They discovered that as a result of the
introduction of social media marketing, customer awareness has increased.
They also discovered that social media marketing has a big impact on how
people behave. As a result, they suggested using social media platforms to
increase their marketing efforts.
8. Rodney Graeme Duffett (2017), The findings of the study show that teenagers
who are using social media platforms for a long time displayed a positive
attitude towards social media marketing communications. Therefore, this study
concludes that organizations and brands can reach young consumers quickly
through social media marketing communications.
9. Kyule, M. Maryanne (2017), The impact of social media marketing on
consumer behavior was explored. The specific objectives of the study were to
establish how social media influences consumer behavior, to investigate various
tools of social media that directly influence buyer behavior, and to figure out
how social media may be used to target customer identification in the context
of consumer activity. The study used a descriptive research design. The findings
of the study revealed that the influencing factors, social media channels, and
social media targeting play significant roles in influencing consumer behavior.
The suggestion made by the study was to impart social media marketing
communication tools and consistency in the message communicated via social
media tools.

8
10. Huan Chen(2017), Instagram was used to research the perceptions of college-
aged young customers about marketing. Through this study, it seems that young
consumers accept these types of social media marketing activities. According
to those young consumers, the effectiveness of Instagram marketing efforts is
determined by whether or not these activities can help participants improve their
personal and social identities, i.e., increase their followers with the help of
companies and items.
11. Patria Laksamana (2018), The effect of social media marketing on purchase
intent and brand loyalty was explored. According to the findings, there is a
positive association between social media marketing and purchase intent, as
well as a favorable relationship between social media marketing and brand
loyalty. It also showed that purchase intent and brand loyalty have a favorable
association.
12. Nugzar Todua(2018), In the Georgian tourism industry, researchers looked
into the impact of social media marketing on consumer behavior. The study
discovered a strong link between tourist companies' social media marketing
activity and consumer behavior. Also showed a significant relationship between
interest, reliability, and satisfaction of social media marketing activities and
consumer buying decisions.
13. Perumal Prasath and Archchana Yoganathen (2018), explored through their
study how social media marketing influences on consumer buying decision-
making process. In this study, Pearson's correlation analysis revealed a positive
significant linear association between social media marketing and customer
purchasing decisions. It also means that social media marketing can predict
customer purchasing decisions.
14. Hamid Khodadad Hosseini, Niloofar Samiei, Parviz Ahmadi (2018),
checked out the effect of social media marketing on consumer behavior via
brand equity, brand relationship quality, and attitude towards brands.
Hypotheses were analyzed and tested using structured equation modeling. The
study shows that social media marketing has a favorable and significant impact
on brand equity and brand relationship quality, as well as the impact of brand
equity and brand relationship quality on brand attitude and consumer behavior.
15. Mayank Yadav, Zillur Rahman(2018), Through consumer equity factors,
discuss the impact of social media marketing operations on customer loyalty.
9
 For analysis, factor analysis and SEM were employed. Inferences of the study
show that drivers of consumer equity are significantly and positively influenced
by social media marketing activities of e-commerce. Also, consumer equity
drivers of e-commerce significantly influence customer loyalty towards e-
commerce sites.
16. Esraa Alfeel, Dr. Zaid Ahmad Ansari (2019), The impact of social media
marketing on client purchase intent is demonstrated in their study. It took place
in Saudi Arabia. The results of the study were interpreted using factor analysis,
ANOVA, and regression analysis. According to the study's findings, social
media marketing has influenced 92.4 percent of client buy intent.
17. Syed Muhammad Ather, Naimat Ullah Khan, Faizan Ur Rehman, Lubna
Nazneen (2019), wanted to see if there is a link between social media marketing
and customer buying behavior and if they are influenced by one another. The
study's findings demonstrated that social media marketing and consumer
purchasing behavior have a considerable beneficial association. They also
proposed that it may be utilized as a marketing tool.
18. Sayabek Ziyadin, Raigul Doszhan, Alex Borodin, Aizhan Omarova,
Aigerim Ilyas (2019), In their article, they looked into five areas: consumer
digital culture, responses to digital advertising, the impact of social media on
consumer behavior, mobile settings, and online rumors (WOM). According to
the findings of their study, using social media marketing to increase brand
loyalty and communicate directly with potential customers on a daily basis is a
wonderful method to do both.
19. Mehedi Hasan, Sohail, M Sadiq(2020), this research examines the impacts of
social media marketing from the perspective of branding on purchase intention
and moderating influence of local and nonlocal brands. The study's findings
reveal that purchase intention is positively influenced by brand trust, brand
community, brand awareness, and engagement, and that buy intention has a
strong positive impact on brand loyalty. It also proves that emotional attachment
has little bearing on purchasing intentions.
20. Teodor Kostov (2020), The effects of social media marketing on consumer
behaviour were investigated. The objectives were to explore the history and
current trends of social media marketing, to determine the effects of social
media marketing on consumer attitudes, consumer purchase intentions, and
10
consumer repurchase decisions, and to offer suggestions to retailers on how to
make use of social media marketing to increase their sales. The study's findings
demonstrate that respondents are well-versed in social media marketing trends.
And consumer behavior, consumer attitudes, and consumer repurchase behavior
are influenced by social media marketing.

11
References

1. Dr. M. Saravanakumar and Dr. T. SuganthaLakshmi(2012). Social Media

Marketing. Life Science Journal 2012, 9(4), 4444-4451.
http://www.lifesciencesite.com/lsj/life0904/670_13061life0904_4444_445
1.pdf
2. Simona Vinerean, Iuliana Cetina, Luigi Dumitrescu, and Mihai
Tichindelean (2013). The Effects of Social Media Marketing on Online
Consumer Behavior. International Journal of Business and Management,
8(14), 66-79. http://dx.doi.org/10.5539/ijbm.v8n14p66
3. Walid Nabil Iblasi, Dr. Dojanah M.K. Bader, and Sulaiman Ahmad Al-
Qreini (2016). The Impact of Social Media as a Marketing Tool on
Purchasing Decisions (Case Study on SAMSUNG For Electrical Home
Appliances). International Journal of Managerial Studies and Research
(IJMSR), 4(1), 14-28. http://45.113.122.54/pdfs/ijmsr/v4-i1/2.pdf
4. Bruno Godey, Aikaterini Manthiou, Daniele Pederzoli, Joonas Rokka,
Gaetano Aiello, Raffaele Donvito, and Rahul Singh(2016). Social Media
Marketing Efforts of Luxury Brands: Influence on Brand Equity and
Consumer Behavior. Journal of Business Research, 69 (12), 5833-5841.
http://dx.doi.org/10.1016/j.jbusres.2016.04.181
5. F Safwa Farook and Nalin Abeysekara (2016). Influence of Social Media
Marketing on Customer Engagement. International Journal of Business
and Management Invention, 5(12), 115-125.
https://www.researchgate.net/publication/311901110_Influence_of_Social
_Media_Marketing_on_Customer_Engagement
6. Zulqurnain Ali, Muhammad Aqib Shabbir, and Abid Hussain (2016). To
Assess the Impact of Social Media Marketing on Consumer Perception.
International Journal of Academic Research in Accounting, Finance and
Management Sciences, 6(3), 69-77.
https://www.researchgate.net/publication/308653428_To_Assess_the_Imp
act_of_Social_Media_Marketing_on_Consumer_Perception
7. Joy J and Sulaipher M (2017). Consumer Behavioral Outcome in The
Context of Social Media Marketing. International Journal of Applied

12
 Business and Economic Research, 15(18), 73-78.
https://www.researchgate.net/publication/326799318_Consumer_behavior
al_outcome_in_the_context_of_social_media_marketing
8. Rodney Graeme Duffett (2017). Influence of Social Media Marketing
Communications on Young Consumers’ Attitudes. Young Consumers,
18(1), 19-39. https://doi.org/10.1108/YC-07-2016-00622
9. Kyule, M Maryanne (2017). The Influence of Social Media Marketing on
Consumer Behavior: A Case of Britam Holdings Limited. A Research
Project Report Submitted to the Chandaria School of Business, Chandaria
School of Business [2915] http://erepo.usiu.ac.ke/11732/3289
10. Huan Chen(2017). College-Aged Young Consumers' Perceptions of Social
Media Marketing: The Story of Instagram. Journal of Current Issues &
Research in Advertising, 39(1), 1-15.
https://www.researchgate.net/publication/320177400_College-
Aged_Young_Consumers%27_Perceptions_of_Social_Media_Marketing_
The_Story_of_Instagram
11. Patria Laksamana(2018). Impact of Social Media Marketing on Purchase
Intention and Brand Loyalty: Evidence from Indonesia’s Banking Industry.
International Review of Management and Marketing, 2018, 8(1), 13-18.
https://dosen.perbanas.id/docs/wp-content/uploads/2020/08/02-Jurnal-
Impact-of-Social-Media-Marketing.pdf
12. Nugzar Todua (2018). Impact Of Social Media Marketing on Consumer
Behavior in The Georgian Tourism Industry. International Academy
Journal Web of Scholar, 3 (5(23)), 11-16. http://eprints.tsu.ge/id/eprint/800
13. Perumal Prasath and Archchana Yoganathen (2018). Influence Of Social
Media Marketing on Consumer Buying Decision-Making Process. SLIS
Student Research Journal 1.
https://www.researchgate.net/publication/326294733
14. Hamid Khodadad Hosseini, Niloofar Samiei, Parviz Ahmadi (2018). The
Effect of Social Media Marketing on Consumer Behavior; Investigating the
Role of Brand Equity, Brand Relationship Quality, and Attitude towards
Brand. Consumer Behavior Studies Journal, 5(1), 37-59.
https://cbs.uok.ac.ir/article_60891_en.html

13
15. Mayank Yadav and Zillur Rahman(2018). The Influence of Social Media
Marketing Activities on Customer Loyalty: A Study of E-Commerce
Industry. Benchmarking: An International Journal, 25(9), 3882-3905.
https://doi.org/10.1108/BIJ-05-2017-0092
16. Esraa Alfeel, Dr. Zaid Ahmad Ansari (2019).The Impact of Social Media
Marketing on Consumer Purchase Intention: Consumer Survey in Saudi
Arabia. Journal of Marketing and Consumer Research, An International
Peer-reviewed Journal, 56, 13-22. https://core.ac.uk/reader/234694560
17. Syed Muhammad Ather, Naimat Ullah Khan, Faizan Ur Rehman, and
Lubna Nazneen (2019). Relationship between Social Media Marketing and
Consumer Buying Behavior. Peshawar Journal of Psychology and
Behavioral Sciences (PJPBS), 4(2), 193-202.
https://www.researchgate.net/publication/331668380_Relationship_betwee
n_Social_Media_Marketing_and_Consumer_Buying_Behavior
18. Sayabek Ziyadin, Raigul Doszhan, Alex Borodin, Aizhan Omarova, and
Aigerim Ilyas(2019). The Role of Social Media Marketing In Consumer
Behavior. E3S Web of Conferences, 135, 04022 (2019) Innovative
Technologies in Environmental Science and Education (ITESE-2019).
https://doi.org/10.1051/e3sconf/201913504022
19. Mehedi Hasan and Sohail, M Sadiq(2020). The Influence of Social Media
Marketing on Consumers’ Purchase Decision: Investigating the Effects
of Local and Nonlocal Brands. Journal of International Consumer
Marketing, 33(2), 1-18.
https://www.researchgate.net/publication/343107014_The_Influence_of_S
ocial_Media_Marketing_on_Consumers'_Purchase_Decision_Investigatin
g_the_Effects_of_Local_and_Nonlocal_Brands
20. Teodor Kostov (2020). Impacts of Social Media Marketing on Consumer
Behavior. Master Thesis submitted on September 2020 to the School of
Business, JAMK University of Applied Science.
https://urn.fi/URN:NBN:fi:amk-2020102921801

14
 CHAPTER 3
THEORETICAL FRAMEWORK

15
3.1 Social Media

The phrase "social media" refers to a new type of online media that encourages
participation and engagement. It's also a digital tool that allows users to produce and
share material with the general audience. Borgan (2010) describes social media as the
change of people’s attention to online platforms where they can share, discover, and
read information. Conrad et al. (2010) further attest that social media is a relationship
between sociology and technology that creates an environment where people can share
experiences and develop networks that can either be official or non-official.
Participation, transparency, and dialogue are some of its traits, which allow for
community involvement as well as all-encompassing connectivity. All social media
have the following characteristics:

1. Social media are interactive Internet-based applications.

2. The lifeblood of the social media organism is user-provided material, such as written
posts or comments, digital images or videos, and data generated through all online
interactions.

3. Users build service-specific profiles for the website or app, which the social media
company designs and maintains.

4. By integrating a user's profile with those of other individuals and/or groups, social
media enables the formation of online social networks.

3.1.1 Social Media Marketing

Social media marketing is defined as the use of social media platforms and web-based
sites to promote products and services. As a result, social media marketing makes use
of natural conversational channels to help people create relationships and satisfy their
requirements through feedback. Social media marketing is defined by Dwivedi et al.
(2015), Yadar and Rahman (2017) as a concept that allows connectivity and interactions
among existing and prospective clients. As a result, other experts such as Tuten and
Solomon (2016) and Choi et al. (2016) conclude that the major purpose of social media
marketing is to help businesses by relating consumer pleasure and buy intents to loyalty
and consumer shares.

16
SMM (social media marketing) is an Internet marketing technique that makes use of
social networking websites as a marketing tool. The purpose of social media marketing
(SMM) is to create content that users will share with their social networks in order to
help a firm boost brand awareness and consumer reach. SMM allows a business to
receive direct feedback from clients (and potential customers) while also making the
business appear more friendly. Customers can ask inquiries or voice grievances using
social media's interactive features, and they will feel heard. Social customer
relationship management is the name given to this part of SMM (social CRM).
(whatis.techtarget.com)Relationship marketing is similar to social media marketing, in
which businesses must transition from "trying to sell" to "building connections" with
customers.

3.1.2 Evolution of Social Media Marketing

Netizens in the 1970s and 1980s spent the majority of their time on social networks
such as dating sites and online forums before there were social media. The first social
networking sites were Six Degrees, Live journal, and Friendster.

The dot-com boom, which lasted from 1995 to 2002, was a watershed moment in the
evolution of the internet as a marketing tool. It all started with search marketing, which
prompted companies to build websites in order to develop an online presence.
Companies used SEO tactics to stay at the top of search results while Google, Yahoo,
and MSN's search engines matured.

Marketers began to notice the possibilities of content marketing as web 2.0 sites –
particularly blogs – grew in popularity. Outbound marketing tactics such as "purchase,
beg, or bug" are being phased out in favor of inbound marketing, which adds greater
value to the consumer and earns the client's business.

The advent of social media sites such as Facebook, LinkedIn, and My Space in 2003–
2004 marks the beginning of the transition of internet users away from multiplayer
online games and toward social networking sites. Businesses eventually realized the
benefits of having a social media business site presence on e-commerce and began
developing their own social media company profiles on prominent networking sites.

17
Customers' positive attitudes about social media marketing gradually shifted business
marketing preferences from aggressively proactive outbound marketing to more
reactive inbound marketing in the years that followed.

3.1.3 Characteristics of Social Media Marketing

1. Participation: Everyone is encouraged to contribute and provide feedback

through social media. Social media encompasses the transmission of ideas
throughout an online discussion. It aims to close the gap between businesses
and their target audiences. People are loving this process of participation, thanks
to all of the new social media channels.
2. Openness: Honesty, transparency, and sincerity are required for social media
success. Your online reputation might be ruined by one phony or nasty
comment.
3. Make connections: Social media is a two-way route of communication. It
demands both business and customer participation. Using various social media
technologies, online dialogues with real people take place in real-time. You
have the opportunity to interact with and establish relationships with your target
audience.
4. Reliability: To make your profile respectable, you must maintain a consistent
online presence. A skilled social media marketer often visits their target sites.
They also engage with new customers and promote their products. They
communicate with their target market on a frequent basis.
5. Assemble communities: You can quickly develop communities on social
networking sites, which helps you communicate more effectively. Common
interests, such as a passion for photography, a political topic, or a beloved
television show, unite communities. These communities assist you in learning
more about your target market. You can also help other communities that you
believe will benefit your company.
6. Customer service is important: It's all about assisting each other on social media
sites. It's not only about promoting; it's about offering value to your customers.
7. Avoid spamming: Don't put all of your efforts into advertising your links. Share
informative articles about your organization as well. Sending the same message
to your community over and over again will be perceived as spam and may upset
your customers.
18
3.1.4 Significance of Social Media Marketing

1. Increase Brand Awareness: Companies may use various platforms to share their
narrative, explain why they provide the services they do, and keep audiences up
to date on customer and staff stories.
2. Generate Leads: By sharing videos, news, data, and fascinating trends, they may
generate relevant dialogues and interaction inside their target industry. These
methods might help you gain leads as well as develop credibility with potential
consumers.
3. Nurture Leads: Social selling allows salespeople to form relationships with
potential customers. They can help potential consumers solve challenges by
employing thought leadership pieces, social proofing, and other material. As a
result, your sales force can establish trust and confidence.
4. Use social listening: Pay attention to what customers are saying about their
business. This gives you the opportunity to gather honest feedback on how
others see your brand. It provides a window into strengthening your company's
weaker areas while boosting features that already resonate with customers.
5. Connect Social Postings to Opportunities: With the correct business solution,
executives can send client posts directly to their CRM, allowing them to gain a
better understanding of their customers.
6. Measurement of Marketing Efforts: You can track critical performance metrics
using social media platforms and management solutions (KPIs). You may even
assign a monetary value to organic social media activity. Earned media value
(EMV) estimates the cost of organic social interaction and reach if you had paid
for it.

3.1.5 Different Types of Social Media Marketing

1. Social Networking Services :

In today's society, it is usual for businesses to use social networking platforms to

promote their products and services. LinkedIn and Xing are professional social media
platforms for more business-oriented networking. Both are excellent for job hunting
(particularly Xing) and networking with others in similar fields. Local businesses
should at least have a profile on Alignable because it allows them to meet professionals
in their service area. Connecting your address book to Alignable will result in you

19
sending invitations to friends and business colleagues, which could be perceived as
spam.

2. Social Bookmarking Services:

Social bookmarking services are similar to personal bookmarks for your favorite
websites on the computer in a world where we are continuously plugged in and always
on. They're open-access compilations of websites that have been recommended by
others. StumbleUpon and Pinboard are two of the most popular services; others include
shopping-focused social media networks like ThisNext and Kaboodle. If users want
more particular information about what's being shared with them at any given time,
certain social bookmarking platforms allow them to create their own customized sub-
lists within certain categories. Readers can recommend content from blogs and news
sites on social news sites like Digg and Reddit.

3. Small Local Business Profiles and Meeting Services:

Rather than congregating in virtual places, people use social geolocation and meeting
services to meet in real life. They provide opportunities for face-to-face encounters,
social engagement, and collaboration in a physical setting. Google Business Profile is
the most popular local business network (formerly Google My Business). A Google
Business Profile is a must-have for any small local business with a physical location or
service area. Nextdoor is a new social platform for local communities. Creating a
Nextdoor Business account may be for you if your business is centered on a limited
region (e.g., a handyman or plumber who prefers to work near to home).

4. Community-Building Services:

Forums, message boards, Google Groups, and Facebook Groups are examples of
community-building platforms that have been around for a long time. Many personal
brands are also utilizing free and paid services like Facebook Groups, Circle, and
Mighty Networks to generate influence, social capital, and potentially convert admirers
into consumers. One of the most important social media trends for 2022 and beyond is
community-building. Offer valuable advice that highlights how you're different from
your competition; create something valuable for community members - this isn't the
place to sell, sell, sell; Spend time developing content that will enhance the client
experience.

20
 5. Review Sites:

One way would be by reading reviews on review sites from other customers who have
tried out a certain product/service at an establishment like yours; another way involves
searching through social media pages regarding your business. You can find valuable
information about your business on review sites such as Yelp, YouTube, and
TripAdvisor.

3.1. 6 Social Media Marketing Platforms

Social networking websites: Companies can engage directly with their customers
through social media. When a message is shared by a large number of people on social
media, it reaches a larger number of people. If the information shared is good and comes
from a reliable source, the user is more likely to become a potential purchaser of the
product.

1. Mobile phones: Mobile phones with social networking capabilities are an

effective tool for selling goods. People learned about the latest changes,
incidents, and discussions in social media by using their mobile phones. Mobile
phones allow for constant access to social networking sites, and businesses are
making use of this opportunity to keep their clients up to speed on their products
and services via social media. Companies are adopting QR codes to make
information about their websites and other services more accessible to their
customers. QR code readability is available on smartphones, making it easier
and faster for customers to get information.
2. Twitter: Twitter allows users to submit 140-character advertisements and
promotions for their product or service. This message can be a text, a website
link, a photo, or anything else...
3. Facebook: It facilitates the posting of product information as well as the posting
of comments on the post. It allows users to like a page or a post, as well as share
the page or post with other Facebook users. Text, audio, video, and website
connections are all included in the content. Facebook is set up in such a way
that it can connect to Twitter page.

21
4. Google+: Google+ has some Facebook-like features and is linked to Google
Adwords and Maps. Location-based search, navigation services, and location-
based selling are all part of Google +. Google+ is useful for marketing purposes.
5. LinkedIn: It's a social networking service that allows businesses to create
professional and company profiles and network with others. Twitter and
LinkedIn pages can be combined. It benefits users by giving them the option to
generate leads. The pages are similar to those seen on Facebook and can be used
to promote a company's products and services.
6. YouTube: Users are able to upload videos to YouTube. Firms use YouTube to
upload adverts to target their clients. Customers' preferences and styles can be
mirrored in commercial advertisements created by businesses, and it can be
utilized as a method to market products through advertisements. On-demand,
YouTube videos can be downloaded at any time. YouTube allows for video
sponsorship.
7. Blogs: Blogs are company-created web pages that provide product information
and allow customers and workers to write comments, view, and share that
information with others.
8. Instagram: With its high interaction rates and diverse format options, Instagram
is the preferred social media medium for many businesses. Short videos or long-
form postings that promote your company's products can be shared on
Instagram stories. They're interesting enough that people won't get tired of
viewing them. Influencer marketing is another popular marketing approach that
makes use of Instagram.
9. Pinterest: Pinterest is a social media platform aimed solely at female users.
Females account for about 60% of its monthly active consumers. With over 500
million Pinners worldwide – not including those on mobile devices or on a
desktop web browser! – it is projected to be the number one site for marketers
that want their marketing material targeted at this demographic group. The
intent of Pinterest's users is what sets it apart. It's one of the only sites where
people go shopping rather than socialize. Pinterest has announced the addition
of Pinterest TV, an e-commerce live broadcast service, to its portfolio.
10. Reddit: Reddit is the internet's first page, and it could just live up to its tagline.
Reddit has been a fantastic forum for people all over America who are looking
for various thoughts or viewpoints on current events in their respective
22
 communities, with 1.5 billion visitors from May 2019 to May 2021 – but only
if this community accepts you will they let you join. With the help of its AMAs
(Ask Me Anything) and voting features, Reddit has risen to become one of the
most popular social networking networks.

3.1.7 Advantages of Social Media Marketing

1. Reach a larger audience: Across all social media platforms, there are over 3.6
billion people. A single share of a post can enhance brand awareness by a factor
of ten.
2. Increased customer satisfaction: Businesses use social media not only to
promote to customers but also to connect with them. This can lead to better
customer service and one-on-one connections.
3. Inexpensive-cost tool: When properly implemented, the cost of running a social
media program can be below. Marketing teams find it simple to use with low
overhead once the knowledge, team, and program approach are in place.
4. Increase website traffic: Using social media to drive people back to a brand's
website is a terrific approach to do so. Users can be enticed to click through and
participate by promoting blog material, landing page offers, and more.
5. Improve your knowledge: Each social media platform's analytics and reporting
features provide insight into who a page's followers are, what material they're
interested in, and how they prefer to interact with a brand.

3.1.8 Disadvantages of Social Media Marketing

1. It's a lengthy procedure: To ensure that social media efforts are effective, a lot
of time can be spent on them. Marketing teams must also keep their calendars
full of new information and reply to questions on a regular basis. Small
marketing teams may find it challenging to fully utilize SMM's capabilities as a
result of this.
2. Qualified personnel is required: Running a social media marketing program
requires the appropriate individual or team. Entry-level employees do not profit
from social media marketing strategies. Instead, experienced and
knowledgeable social media marketers are critical.
3. The return on investment will have to wait: SMM is an investment that will pay
off in the long run. Social media platforms have a high return on investment,

23
 but not in the form of instant results. An SMM program's success isn't defined
by a single piece of content, but rather by a series of them over time.
4. Market research conducted by competitors: Everyone, including the
competition, can see anything you post on social media because it is a public
forum.
5. The reputation of a company is at risk: SMM has the potential to expose a brand
to public shame and negative headlines. Customers who vent their concerns on
social media can leave a lot of negative reviews. Because the platforms are open
to the public, anything a firm says or does will be viewed and reacted to. To
reduce this danger, brands should speed up response times.

3.2 Consumer Behaviour

Consumer behavior is the study of when, why, how, and where people buy or don't buy
things. It all boils down to the psychology of the customer. It seeks to figure out how
individuals and groups of purchasers make decisions. It looks at the demographics and
behavioral traits of individual customers in order to figure out what they want. Because
customers are the only ones who make businesses feasible, customer happiness is the
major focus of consumer behavior research.

3.2.1 Characteristics of Consumer Behavior

1. During this process, consumers decide what to buy, when to buy, how to buy,
where to buy, and how much to spend.
2. It takes into account both the consumer's mental and physical activity.
3. Consumer behavior is complex and dynamic, and it changes all the time.
4. Internal and external factors such as a person's needs, wants, attitudes, and
reasons, as well as social groupings, culture, status, and environmental factors,
all impact a person's purchasing behavior.
5. Consumer behavior begins before the purchase and continues afterward.

3.2.2 Factors Influencing Consumer Behavior

1. Cultural factors
a) Culture
b) Subculture
c) Social class

24
 2. Social factors
a) Reference group
b) Family
c) Role and status
3. Personal factors
a) Age
b) Lifecycle stage
c) Occupation
d) Lifestyle
e) Personality
4. Psychological factors
a) Motivation
b) Perception
c) Learning
d) Belief and attitudes
5. Economic Factors
a) Disposable personal income
b) Family income
c) Income expectation
d) Propensity to save
e) Liquidity
f) Consumer credit

3.2.3 Types of Consumer Behavior

1. Habitual buying behavior: Customers who buy on a regular basis are less likely
to consider or research their purchases. Many individuals with established
shopping patterns make rash decisions when it comes to selecting and
purchasing items. Some people prefer one brand over another because it is more
easily recognized or recognized. Others purchase items because they are the
cheapest or because they have previously purchased from that brand.
2. Complex buying behavior: A buyer is more likely to engage in sophisticated
purchase behavior when purchasing an expensive good or service. Because it is
costly, the client may wish to spend some time researching it and its features
before making a significant purchase. They might spend time reading product
25
 reviews and learning about the benefits of using it on the internet. Before
purchasing such a large purchase, customers may seek advice from friends,
relatives, or co-workers.
3. Dissonance reducing buying behavior: Customers that engage in this type of
purchasing behavior are more likely to choose a product that is easily available
without completing extensive research. People who engage in this type of
buying activity frequently choose a product that they require right away and
may only have a few other brands to choose from. These buyers may choose a
brand that meets the bulk of their needs while staying within their budget to
achieve their deadlines.
4. Variety-seeking buying behavior: This form of buying behavior is used by
customers who usually buy the same goods but want to try something different.
They usually switch to a different product to provide variety to their daily
routine and decision-making. When these customers see new products
advertised, they frequently purchase them to compare them to the ones they
already own.

3.3 Effects of Social Media Marketing on Consumer Behavior

More than one million tweets are written every day, about seven lakhs of posts are made
on Facebook, millions of pages are searched on Google, and thousands of photographs
are shared on Instagram. Social media has evolved into a significant marketplace for
businesses to advertise and sell their products and services.

Social media has evolved into a marketplace for offering and selling things to
customers. Consumer decision-making processes have altered as a result of social
media, and customer behavior has also changed. The impact of social media on the
decision-making process and consumer behavior is unpredictable, which is a major
challenge for commercial enterprises when deciding on market strategy. Social media,
where a variety of individuals were present, affected consumers. All of the aspects that
influence customer behavior, such as demographic, social, cultural, psychological, and
environmental considerations, apply to social media as well. Gender, age, income,
geography, education, and marital status are all factors that can be used to categorize
social media users. Companies employ family clusters, socioeconomic class, and

26
cultural characteristics to categorize social media users in order to offer items to
different customer segments.

During the previous 10 years, changes in customer behavior have influenced marketing
methods. Television, newspapers, magazines, and co-workers are the most common
sources of product information for consumers. However, as the internet has grown in
popularity and usage, consumers' lives have been increasingly dominated by social
media. With the help of social media, the concept of branding has grown in prominence
and popularity. Today, the majority of businesses use social media to increase their
band's visibility. There are millions of users on social media, and thousands of social
media sites contribute to everyday business. Because of the instant publishing of
comments, regardless of time or location, availability, and accessibility to all web users,
social media has an impact on consumer choices.

As a result, we can deduce that social media has an impact on customer choices and
purchasing decisions.

27
 CHAPTER 4
DATA ANALYSIS
AND
INTERPRETATION

28
 Table 4.1 Classification on the basis of gender

Particulars No. of respondents Percentage

Male 10 17%

Female 50 83%

Others 0 0%

TOTAL 60 100%

(Source: Primary data)

Interpretation

Among 60 samples only 17% of the respondents belong to the male category whereas
83% of respondents are belonging to the female category. None of the respondents
belong to others category.

Figure 4.1 Classification on the basis of gender

Male Female Others

0%
17%

83%

29
 Table 4.2 Classification on the basis of age

Particulars No. of respondents Percentage

15 – 20 24 40%

20 – 25 36 60%

25 & above 0 0%

TOTAL 60 100%

(Source: Primary data)

Interpretation

Among 60 samples, 40% of the respondents belong to the age between 15 to 20 years
and 60% of the respondents belong to the age between 20 to 25 years. None of the
respondents belong to the age 5 and above.

Figure 4.2 Classification on the basis of age

15 - 20 20 - 25 25 & above

0%

40%

60%

30
 Table 4.3 Classification on the basis of field belonging to

Particulars No. of respondents Percentage

Arts 5 8%

Science 8 13%

Commerce 47 79%

TOTAL 60 100%

(Source: Primary data)

Interpretation

Among 60 samples, 8% of the respondents belong to arts category,13% of them belong

to science category and the remaining 79% of them belongs to commerce category.

Figure 4.3 Classification on the basis of field belonging to

Arts Science Commerce

8%

13%

79%

31
 Table 4.4 Classification on the basis of number of years of internet
usage

Particulars No. of respondents Percentage

Less than 1 year 0 0%

1 – 5 years 30 50%

5 – 10 years 24 40%

10 & above years 6 10%

TOTAL 60 100%

(Source: Primary data)

Interpretation

Among 60 samples, none of the respondents belong to less than 1 year category. 50%
of them belong to 1 to 5 years category, 40% of them belong to 5 to 10 years category
and the remaining 10% of them belong to 10 and above years category.

Figure 4.4 Classification on the basis of number of years of internet

usage

Less than 1 year 1 - 5 years 5 - 10 years 10 & above years

0%
10%

50%

40%

32
 Table 4.5 Classification on the basis of preferred source of
information for respondent’s buying decision

Particulars No. of respondents Percentage

Company’s website 6 10%

Social media 20 33%

Friends and relatives 17 29%

Advertisements 15 25%

Others 2 3%

TOTAL 60 100%

(Source: Primary data)

Interpretation

Among 60 samples, 10% of the respondents prefer company’s website,33% of them

prefer social media, 29% of them prefer friends and relatives, 25% of them prefer
advertisements and the remaining 3% of them prefer others as source of information
for buying decision.

Figure 4.5 Classification on the basis of preferred source of

information for respondent’s buying decision

Company's websites Social media Friends and relatives Advertisements Others

3% 9%

32%

30%

26%

33
Table 4.6 Classification on the basis of social media platforms where
the respondents have account with

Particulars No. of respondents Percentage

Facebook 5 9%
Google 10 17%
Instagram 10 17%
Snapchat 5 8%
YouTube 10 17%
Twitter 3 4%
LinkedIn 3 5%
WhatsApp 12 20%
Others 2 3%
TOTAL 60 100%
(Source: Primary data)

Interpretation

Among 60 samples, 9% of the respondents have account in Facebook, 17% have

account in Google, 17% have account in Instagram, 8% have account in Snapchat, 17%
have account in YouTube, 4% have account in Twitter, 5% have account in LinkedIn,
20% have account in WhatsApp, and the remaining 3% of the respondents have account
in other social media platforms.

Figure 4.6 Classification on the basis of social media platforms where

respondents have account with

Facebook Google Instagram Snapchat YouTube

Twitter LinkedIn WhatsApp Others

3% 9%
20%
17%

5%
4%
17%
17%
8%

34
 Table 4.7 Classification on the basis of usage of social media

Particulars No. of respondents Percentage

Daily 58 96%

Twice in a week 0 0%

Once in a week 1 2%

A few times in a month 1 2%

Never 0 0%

TOTAL 60 100%

(Source: Primary data)

Interpretation

Among 60 samples, 96% of the respondents use social media daily, 2% of them use it
once in a week and the remaining 2% of them use it a few times in a month. None of
them is there in twice in a week and never category.

Figure 4.7 Classification on the basis of usage of social media

Daily Twice in a week Once in a week A few times in a month Never

0%
2% 2%
0%

96%

35
 Table 4.8 Classification on the basis of purpose of usage of social
media

Particulars No. of respondents Percentage

Socializing 13 23%

Learning 18 30%

Entertainment 22 36%

Business 3 5%

Others 4 6%

TOTAL 60 100%

(Source: Primary data)

Interpretation

Among 60 samples, 23% of the respondents use social media for socializing, 30% of
them use it for learning purpose, 36% of them use it for entertainment purpose, 5% of
them use it for business purpose and the remaining 6% of them use it for other purposes.

Figure 4.8 Classification on the basis of purpose of usage of social

media

Socializing Learning Entertainment Business Others

6%
5%
23%

36%

30%

36
 Table 4.9 Classification on the basis of interactive and informative
marketing

Particulars No. of respondents Percentage

Traditional marketing 9 15%

Social media marketing 51 85%

TOTAL 60 100%

(Source: Primary data)

Interpretation

Among 60 samples, 15% of the respondents find traditional marketing interactive and
informative and the remaining 85% of them find social media marketing interactive and
informative.

Figure 4.9 Classification on the basis of interactive and informative

marketing

Traditional marketing Socialmedia marketing

15%

85%

37
 Table 4.10 Classification on the basis of types of social media
marketing respondents have come across the most

Particulars No. of respondents Percentage

Content marketing 10 16%

Influencer marketing 13 21%

Advertising 20 33%

Reviews 14 24%

Others 3 6%

TOTAL 60 100%

(Source: Primary data)

Interpretation

Among 60 samples, 16% of the respondents have come across content marketing, 21%
of the have come across influencer marketing, 33% of them have come across the
Advertising, 24% of them have come across the reviews and the remaining 6% of them
have come across the other types of social media marketing the most.

Figure 4.10 Classification on the basis of types of social media

marketing respondents have come across the most

Content marketing Influencer marketig Advertising Reviews Others

6%
16%

24%

21%

33%

38
 Table 4.11 Classification of respondents who would pay attention to
advertisements on social media websites

Particulars No. of respondents Percentage

Yes 21 35%

No 2 3%

Maybe 37 62%

TOTAL 60 100%

(Source: Primary data)

Interpretation

Among 60 samples, 35% of the respondents pay attention to online advertisements in

social media platforms, 3% of them do not pay attention and the remaining 62% of them
belong to maybe category.

Figure 4.11 Classification of respondents who would pay attention to

advertisements on social media websites

Yes No Maybe

35%

62%

3%

39
 Table 4.12 Classification of respondents who would take actions
based on advertisements on social media

Particulars No. of respondents Percentage

Yes 23 38%

No 6 10%

Maybe 31 52%

TOTAL 60 100%

(Source: Primary data)

Interpretation

Among 60 samples, 38% of the respondents take actions based on advertisements on

social media, 10% of them do not and the remaining 52% of them belong to maybe
category.

Figure 4.12 Classification of respondents who would take actions

based on advertisements on social media

Yes No Maybe

38%

52%

10%

40
 Table 4.13 Classification of respondents whose buying behavior was
influenced by social media marketing

Particulars No. of respondents Percentage

Yes 35 59%

No 5 8%

Maybe 20 33%

TOTAL 60 100%

(Source: Primary data)

Interpretation

Among 60 samples, 59% of the respondents buying behavior is influenced by social

media marketing, 8% of the respondents behavior is not influenced and the remaining
33% of them belong to maybe category.

Figure 4.13 Classification of respondents whose buying behavior was

influenced by social media marketing

Yes No Maybe

33%

59%

8%

41
 Table 4.14 Classification of respondents number of purchases
influenced by social media marketing

Particulars No. of respondents Percentage

Almost everything 4 7%

1–5 30 50%

5 – 10 13 21%

More than 10 13 22%

TOTAL 60 100%

(Source: Primary data)

Interpretation

Among 60 samples, 7% of the respondents have purchased almost everything

influenced by social media marketing, 50% of them purchased 1 to 5 items, 21% of
them purchased 5 to 10 items and the remaining 22% of them purchased more than 10
items influenced by social media marketing.

Figure 4.14 Classification of respondents number of purchases

influenced by social media marketing

Almost everything 1 to 5 5 to 10 More than 10

7%
22%

21% 50%

42
 Table 4.15 Classification of respondents rating on social media
marketing in building familiarity with a brand's products and
services

Particulars No. of respondents Percentage

Strongly Agree 8 13%

Agree 37 62%

Neutral 15 25%

Disagree 0 0%

Strongly Disagree 0 0%

TOTAL 60 100%

(Source: Primary data)

Interpretation

Among 60 samples, 13% of the respondents strongly agree, 62% of them agree and
25% of them are neutral about that the social media marketing helped them in building
familiarity with a brand’s products and services.

Figure 4.15 Classification of respondents rating on social media

marketing in building familiarity with a brand's products and
services

Strongly Agree Agree Neutral Disagree Strongly Disagree

0%
13%
25%

62%

43
 Table 4.16 Classification of respondents rating on social media
marketing providing sufficient information to make purchase
decisions

Particulars No. of respondents Percentage

Strongly Agree 6 10%
Agree 34 57%
Neutral 18 30%
Disagree 2 3%
Strongly Disagree 0 0%
TOTAL 60 100%
(Source: Primary data)

Interpretation

Among 60 samples, 10% of the respondents strongly agree, 57% of them agree, 30%
of them are neutral and the remaining 3% of them disagree on that the social media
marketing provides sufficient information to make a purchase decisions.

Figure 4.16 Classification of respondents rating on social media

marketing providing sufficient information to make purchase
decisions

Strongly Agree Agree Neutral Disagree Strongly Disagree

3%0% 10%

30%

57%

44
 Table 4.17 Classification of respondents rating on looking for
advertisements on social media before buying a product

Particulars No. of respondents Percentage

Strongly Agree 7 12%

Agree 26 43%

Neutral 22 37%

Disagree 5 8%

Strongly Disagree 0 0%

TOTAL 60 100%

(Source: Primary data)

Interpretation

Among 60 samples, 12% of the respondents strongly agree, 43% of them agree, 37%
of them are neutral and the remaining 8% of them disagree on that they look for
advertisements on social media before buying a product.

Figure 4.17 Classification of respondents rating on looking for

advertisements on social media before buying a product

Strongly Agree Agree Neutral Disagree Strongly Disagree

8% 0%
12%

37%

43%

45
Table 4.18 Classification of respondents rating on reading opinion of
friends on social media before buying a product

Particulars No. of respondents Percentage

Strongly Agree 16 27%
Agree 31 52%
Neutral 12 20%
Disagree 1 1%
Strongly Disagree 0 0%
TOTAL 60 100%
(Source: Primary data)

Interpretation

Among 60 samples, 27% of the respondents strongly agree, 52% of them agree, 20%
of them are neutral and the remaining 1% of them disagree on that they read opinions
of friends on social media before buying a product.

Figure 4.18 Classification of respondents rating on reading opinion of

friends on social media before buying a product

Strongly Agree Agree Neutral Disagree Strongly Disagree

0%
1%

20%
27%

52%

46
Table 4.19 Classification of respondents rating on influence of social
media news and promotional information

Particulars No. of respondents Percentage

Strongly Agree 6 10%
Agree 32 53%
Neutral 18 30%
Disagree 4 7%

Strongly Disagree 0 0%
TOTAL 60 100%
(Source: Primary data)

Interpretation

Among 60 samples, 10% of the respondents strongly agree, 53% of them agree, 30%
of them are neutral and the remaining 7% of them disagree on that they are influenced
by social media news and promotional information of product launches and new offers.

Figure 4.19 Classification of respondents rating on influence of social

media news and promotional information

Strongly Agree Agree Neutral Disagree Strongly Disagree

7% 0%
10%

30%

53%

47
Table 4.20 Classification of respondents rating on responses towards
queries and promotional offers

Particulars No. of respondents Percentage

Strongly Agree 2 3%
Agree 16 27%
Neutral 27 45%
Disagree 13 22%
Strongly Disagree 2 3%
TOTAL 60 100%
(Source: Primary data)

Interpretation

Among 60 samples, 3% of the respondents strongly agree, 27% of them agree, 45% of
them are neutral, 22% of them disagree and the remaining 3% of them strongly disagree
that they respond to queries and promotional offers received through social media.

Figure 4.20 Classification of respondents’ rating on responses

towards queries and promotional offers

Strongly Agree Agree Neutral Disagree Strongly Disagree

3% 3%

22%
27%

45%

48
 Table 4.21 Classification of respondents rating on influence of the
‘Trending and Popular hashtags’ on social media

Particulars No. of respondents Percentage

Strongly Agree 3 5%
Agree 16 27%
Neutral 27 45%
Disagree 10 17%
Strongly Disagree 4 6%
TOTAL 60 100%
(Source: Primary data)

Interpretation

Among 60 samples, 5% of the respondents strongly agree, 27% of them agree, 45% of
them are neutral, 17% of them disagree and the remaining 6% of them strongly disagree
that they are influenced by the ‘Trending and Popular hashtags’ on social media.

Figure 4.21 Classification of respondents rating on influence of the

‘Trending and Popular hashtags’ on social media

Strongly Agree Agree Neutral Disagree Strongly Disagree

6% 5%

17%
27%

45%

49
 Table 4.22 Classification of respondents rating on social media
marketing is trustworthy

Particulars No. of respondents Percentage

Strongly Agree 0 0%
Agree 17 28%
Neutral 41 68%
Disagree 1 2%
Strongly Disagree 1 2%
TOTAL 60 100%
(Source: Primary data)

Interpretation

Among 60 samples, 28% of the respondents agree, 68% of them are neutral, 2% of them
disagree and the remaining 2% of them strongly disagree that the social media
marketing is trustworthy.

Figure 4.22 Classification of respondents rating on social media

marketing is trustworthy

Strongly Agree Agree Neutral Disagree Strongly Disagree

0%
2% 2%

28%

68%

50
 Table 4.23 Classification of respondents purchase influenced by
social media marketing

Particulars No. of respondents Percentage

0% - 20% 11 18%
20% - 40% 16 27%
40% - 60% 22 37%
60% - 80% 11 18%
80% - 100% 0 0%
TOTAL 60 100%
(Source: Primary data)

Interpretation

Among 60 samples, 18% of the respondents purchased 0% to 20%, 27% of them

purchased 20% to 40%, 37% of them purchased 40% to 60% and the remaining 18%
of them purchased 80% to 100% of items influenced by social media marketing.

Figure 4.23 Classification of respondents purchase influenced by

social media marketing

0% - 20% 20% - 40% 40% - 60% 60% - 80% 80% - 100%

0%
18% 18%

27%

37%

51
 Table 4.24 Classification of respondents rating of social media as a
mean of marketing

Particulars No. of respondents Percentage

Extremely Effective 10 17%
Very Effective 24 40%
Effective 25 42%
Somewhat Effective 1 1%
Ineffective 0 0%
TOTAL 60 100%
(Source: Primary data)

Interpretation

Among 60 samples, 17% of the respondents rate social media marketing as extremely
effective, 40% of them as very effective, 42% of them as effective and the remaining
1% of them as somewhat effective.

Figure 4.24 Classification of respondents rating of social media as a

mean of marketing

Extremely Effective Very Effective Effective Somewhat Effective Ineffective

0%
1%
17%

42%

40%

52
 CHAPTER 5

FINDINGS, SUGGESTIONS

AND CONCLUSION

53
5.1 Findings

1. The majority of respondents' purchasing decisions are impacted by social media

marketing.
2. The majority of the responders are female and between the ages of 20 and 25.
3. Among the respondents, the majority of them are from the commerce field.
4. The majority of the responders had been online for more than a year.
5. The majority of respondents use social media as a source of information when
making purchasing decisions.
6. The majority of the respondents have accounts on multiple social networking
platforms.
7. The majority of the respondents use social media daily.
8. The majority of the respondents use social media for entertainment.
9. The majority of respondents believe that social media marketing is more
interactive and informative than traditional marketing.
10. The most common sort of social media marketing that respondents have
encountered is advertising.
11. The majority of the respondents occasionally pay attention to adverts on social
networking platforms.
12. According to the survey, 52% of respondents have taken action as a result of
social media marketing on a few occasions.
13. 50 percent of respondents said social media marketing impacted them to buy
one to five products.
14. The majority of respondents agree that social media marketing helped them
become more familiar with a company's products and services.
15. More than half of the respondents agree that social media marketing provides
enough information to make informed purchasing decisions.
16. Before purchasing a product, 43% of respondents agree they seek marketing on
social media.
17. Before purchasing a product, the majority of them agree to read the opinions of
their friends on social media.
18. The majority of respondents are influenced by news and promotional
information on social media.

54
19. In response to questions and promotional offers on social media, 45% of
respondents are neutral.
20. On the influence of 'Trending and Popular hashtags' on social media, 45 percent
of respondents are neutral.
21. Among the respondents, the majority of the respondents are neither satisfied nor
dissatisfied with the factor of trust in social media marketing.
22. The majority of respondents say that social media marketing influences 40
percent to 60 percent of their purchases.
23. Social media was evaluated as an effective marketing tool by the majority of
the respondents.

55
5.2 Suggestions

1. Using social media marketing to promote a product is a terrific approach to get

more media attention.
2. Adopting social media marketing is encouraged because it has a larger audience
reach because anyone with an internet connection could access it via their
phones or other devices.
3. Choosing the correct type of social media marketing tactic is crucial in
persuading customers to buy more.
4. Customers' privacy should be respected by social media when collecting data
for marketing purposes.
5. Customers can use social media marketing to gather enough information to
make a buying decision.
6. Organizations should use social media marketing to engage in online debates
that will help them improve their communication with customers. This will
allow them to anticipate consumer requirements, as well as improve existing
items and respond to customer feedback.
7. The company can stay active and relevant by following popular social media
trends.
8. Social media marketing also aids in satisfying the target audience's technology
needs.

56
5.3 Conclusion

The purpose of this study is to analyze the influence of social media marking on young
consumers’ behavior. The study was undertaken with the specific aim of studying and
analyzing the impact of social media marketing on consumers behavior among the
youth in Kerala with special reference to Christ College (autonomous) Irinjalakuda.

According to the findings, social media marketing plays a significant role in influencing
consumer behavior in the virtual world, particularly among young consumers preparing
to make a purchase. Before the development of social media, consumer advertising was
one-sided. A consumer could only see a product through print commercials, billboards,
radio ads, and television channels before the advent of social media marketing. Through
social media marketing, a customer can now interact with a product. According to the
study, social media marketing has revolutionized the way businesses favorably interact
with customers. Thus social media marketing is one of the most important factors that
influence consumers to purchase a product. As per the research, the majority of the
respondents had purchased 40% to 60% of the items influenced by social media
marketing. Consumers need extensive information about items to assess their strengths
and flaws; the abundance of information available through social media saves them
time and makes it a preferred source of information when making a purchasing choice.
Thus social media marketing has a huge impact on consumer buying behavior.

57
BIBLIOGRAPHY

58
Bibliography

Books:

1. Ramadasan, P., 2019. Marketing Management. Excel Publishers.

2. Chandwani, D., 2018. Social Media Marketing and Consumer Behavior.
Empyreal publishing house, pp.1-208.

Journals:

1. Teodor Kostov (2020). Impacts of Social Media Marketing on Consumer

Behavior. Master Thesis submitted on September 2020 to the School of
Business, JAMK University of Applied Science.
https://urn.fi/URN:NBN:fi:amk-2020102921801
2. Walid Nabil Iblasi, Dr . Dojanah M.K. Bader, and Sulaiman Ahmad Al-Qreini
(2016). The Impact of Social Media as a Marketing Tool on Purchasing
Decisions (Case Study on SAMSUNG For Electrical Home Appliances).
International Journal of Managerial Studies and Research (IJMSR), 4(1), 14-
28. http://45.113.122.54/pdfs/ijmsr/v4-i1/2.pdf

Websites:

1. https://www.techtarget.com/
2. https://www.verizon.com/
3. https://www.wordstream.com/
4. https://www.postbeyond.com/
5. https://epiphanycourses.com/

59
APPENDIX

60
Influence of social media marketing on young consumers behavior
with reference to Christ College (autonomous) Irinjalakuda

Questionnaire

1. Name
2. Gender
a. Male
b. Female
c. Others
3. Age
a. 15-20
b. 20-25
4. Which field do you belong to?
a. Arts
b. Science
c. Commerce
5. How long have you been using the internet?
a. Less than 1 year
b. 1-5 years
c. 6-10 years
d. Above 10 years
6. What is your preferred source of information for your buying decision?
a. Company's website
b. Social media
c. Friends and relatives
d. Advertisements
7. Which of the following social media platforms do you have an account with?
a. Facebook
b. Google
c. Instagram
d. Snapchat
e. YouTube
f. Twitter

61
 g. LinkedIn
h. WhatsApp
i. Others

8. How often do you use social media?

a. Daily
b. Twice in a week
c. Once in a week
d. A few times in a month
e. Never
9. For what purpose do you use social media?
a. Socialising
b. Learning
c. Entertainment
d. Business
e. Others
10. Which form of marketing do you find interactive and informative?
a. Traditional marketing
b. Social media marketing
11. Which type of social media marketing have you come across the most?
a. Content marketing
b. Influencer marketing
c. Advertising
d. Reviews
e. Others
12. Do you pay attention to advertisements on social media websites?
a. Yes
b. No
c. Maybe
13. Did you take action based on an advertisement you saw on social media (in
terms of accessing the site or buying the product)?
a. Yes
b. No
c. Maybe
62
14. How many products have you purchased currently influenced by marketing on
social media?
a. Almost everything
b. 1-5
c. 5-10
d. More than 10
15. Does Social media marketing influence your buying behaviour
a. Yes
b. No
c. Maybe

Rate the following statements

16. Social media marketing has helped me in building familiarity with a brand’s
product and services.
a. Strongly agree
b. Agree
c. Neutral
d. Disagree
e. Strongly disagree
17. Social media marketing provides sufficient information to make purchase
decisions.
a. Strongly agree
b. Agree
c. Neutral
d. Disagree
e. Strongly disagree

18. I look for advertisements of different products before buying them on social
media platforms
a. Strongly agree
b. Agree
c. Neutral
d. Disagree
63
 e. Strongly Disagree
19. I read opinions shared by friends through social networking sites before buying
a product
a. Strongly agree
b. Agree
c. Neutral
d. Disagree
e. Strongly Disagree
20. Social media news and promotional information about new products launches
and new offers have influenced me.
a. Strongly agree
b. Agree
c. Neutral
d. Disagree
e. Strongly Disagree

21. I respond to queries and promotional offers received through social media
websites
a. Strongly agree
b. Agree
c. Neutral
d. Disagree
e. Strongly Disagree

22. The ‘Trending and Popular hashtags' on social media platforms have influenced
my buying decision.
a. Strongly agree
b. Agree
c. Neutral
d. Disagree
e. Strongly Disagree
23. Social media marketing is trustworthy.
a. Strongly agree
b. Agree
64
 c. Neutral
d. Disagree
e. Strongly Disagree
24. How much of the purchase do you feel was influenced by social media
marketing?
a. 0% -20%
b. 20% - 40%
c. 40% - 60%
d. 60% - 80%
e. 80% - 100%

25. How do you rate social media as a means of marketing?

a. Extremely effective
b. Very effective
c. Effective
d. Somewhat effective
e. Ineffective

65