Chapter 5

Findings & Discussions

In this chapter, the findings based on the gathered responses have been surfaced:

The result found that there is a significant relationship between underlying factors of
Marketing Environment and Credibility, a factor of Marketing Strategies for social
media. The study disclosed that consumers/retailers perceived minimization of risk in
transactions and they feel comfortable in having the right products. They share the links
of my favourite brands with friends and relatives using social networking sites. The
advertisements on social media are informative and interactive. Credibility have
signified the positive association with the variables of marketing environment such as;
reviews/feedback given by the consumers, information about products, consumer
information privacy and brand engagement. So these factors influence credibility and
in turn people are forced to purchase the FMCG products on social media.

The findings stated that there is a significant impact of Reviews/Feedback, a Factor of

Marketing Environment on the Credibility, a factor of Marketing Strategies for social
media as if reviews or feedback are true and provide relevant information about the
products so in that case the credibility of the information is also increased. Consumers
or retailers rely on such information and they perceive the positive attributes in such
products.

The study also found that there is a significant impact of Information about products, a
Factor of Marketing Environment on the Credibility, a factor of Marketing Strategies
for social media. Every consumer or retailers wants to get information about the
products so that they can take decision in fostering their interests in such products. On
social medias, they get true information as this information is shared by their
friends/relatives or others. This medium of interaction is very useful in gathering the
information and provide a wide platform for all target population to know each others’
opinions.

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The result stated the significant impact of Consumer Information Privacy, a Factor of
Marketing Environment on the Credibility, a factor of Marketing Strategies for social
media. It is fact that social media keeps consumers’ information confidential and no
one get any information of consumers until the media does not receive and permission
from their side. These social media websites have latest and updated technology and
these have the capability to hide such information.

The result also perceived a significant impact of Brand Engagement, a Factor of

Marketing Environment on the Credibility, a factor of Marketing Strategies for social
media. It is seen that if consumers/retailers rely on social media so they trust on brand
and in such way they develop their instinct with the brand and get engaged in
purchasing the branded products. They feel pleasure in having such brands.

The result found that there is a significant relationship between underlying factors of
Marketing Environment and promotional offers, a factor of Marketing Strategies for
social media. The study disclosed that consumers/retailers receive a heavy discounts
on the products and they participate in promotional programs. Through social media
promotional offers are genuine and they are not misguided. They come to know the
positive reviews about the products, hence, they feel relaxed in getting such offers or
gifts.

The study also concluded that Reviews/Feedback, a Factor of Marketing Environment

produced significant effect on the Promotional Offers, a factor of Marketing Strategies
for social media. Both factors have positive association and positive reviews or
feedback increase the demand among the consumers and retailers gain profit when the
products are in demand.

The findings stated that information about products, a Factor of Marketing

Environment produced significant effect on the Promotional Offers, a factor of
Marketing Strategies for social media. If consumers get accurate information about the
products then they think about the promoting schemes. It is also found that consumers
are provided complete description of products and its availability.

The findings stated that consumer information privacy, a Factor of Marketing

Environment produced significant effect on the Promotional Offers, a factor of

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Marketing Strategies for social media. The result signified that social media handle
queries and promotional offers received through social networking sites.

The study also concluded that brand engagement, a Factor of Marketing Environment
produced significant effect on the Promotional Offers, a factor of Marketing Strategies
for social media. Social media arouses the interest in branded products and able to
develop the interest of consumers for the brands.

The result found that there is a significant relationship between underlying factors of
Marketing Environment and Reliability, a factor of Marketing Strategies for social
media. Reliability on social media are influenced by reviews or feedback given by
consumers or retailers, they are getting timely information about products, on social
media they found their database confidential and they are more attracted towards
branded products. Hence, all these variables have positive association with the
reliability.

The result stated significant impact of Reviews/Feedback, a Factor of Marketing

Environment on the Reliability, a factor of Marketing Strategies for social media. If
reviews or feedback are reliable then the intention of purchasing and searching on social
media is increased.

The study also concluded that information about products, a Factor of Marketing
Environment produced significant effect on the reliability, a factor of Marketing
Strategies for social media. As consumers are more educated so they search reliable
information about products before purchasing.

The study also concluded that consumer information privacy, a Factor of Marketing
Environment produced significant effect on the reliability, a factor of Marketing
Strategies for social media. Social media puts efforts in engaging consumers by keeping
their information secret.

The result found that brand engagement, a Factor of Marketing Environment produced
significant effect on the reliability, a factor of Marketing Strategies for social media. It
is stated that brand owns its image to discover its originality. Consumers or retailers
trust on reliable brands.

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The study disclosed that significant relationship is observed between underlying factors
(reviews/feedback, information about products consumer information privacy and
brand engagement) of Marketing Environment and accuracy, a factor of Marketing
Strategies for social media. Whatever the information is providing to consumers these
all have accuracy and the purpose of the information is to guide the consumers in right
direction.

The study found that reviews/feedback, a Factor of Marketing Environment produced

significant effect on the accuracy, a factor of Marketing Strategies for social media.
Reviews or feedback carry accuracy in its information that increases the intention of
consumers to purchase.

The study found that information about products, a Factor of Marketing Environment
produced significant effect on the accuracy, a factor of Marketing Strategies for social
media. Accurate information about products enhances the willingness of consumers or
retailers to search on social media and they continue to rely on the information given
by social media.

The result stated that consumer information privacy, a Factor of Marketing

Environment produced significant effect on the accuracy, a factor of Marketing
Strategies for social media. The accuracy is found on social media by hiding the
information of consumers, the more trust rely on social media.

The result stated that brand engagement, a Factor of Marketing Environment produced
significant effect on the accuracy, a factor of Marketing Strategies for social media.
Branded products must carry out the accuracy in price quality and other value addition
then it projects its image among the minds of consumers or retailers.

The result found positive relationship between underlying factors (credibility,

reliability, promotional offers and accuracy) of Marketing strategies and change in
attitude, a factor of Marketing performance for social media. Consumers change their
attitude towards products if they perceive such attributes in it.

The findings described the positive relationship between credibility, a factor of

Marketing Environment and change in attitude, a factor of Marketing performance for
social media. Credibility of the products have an ability to change the attitude of
consumers and search social media for the right products.

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The findings show the positive relationship between promotional offers, a factor of
Marketing Environment and change in attitude, a factor of Marketing performance for
social media. When consumers seen some offers on products they are more willing to
purchase so social media happens to change their attitude for the same.

The result disclosed the positive relationship between reliability, a factor of Marketing
Environment and change in attitude, a factor of Marketing performance for social
media. There are many social media forms that provide an authentic information about
the products and increase their knowledge for the products.

The result disclosed the positive relationship between accuracy, a factor of Marketing
Environment and change in attitude, a factor of Marketing performance for social
media. Accuracy also produced significant effect on changing the attitude.

In the same way effective communication, a factor of marketing performance have a

positive relationship with the factors of marketing strategies. If effective
communication takes place among the target population then probably it depends upon
the reliability, credibility, accuracy and promotional offers. So marketing strategies are
able to increase the marketing performance. The marketing strategies are tailored
according to the marketing environment and influence the marketing performance in
terms of profit, increasing consumer database and other attributes.

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