Role of Social Media Marketing in Influencing

Role of Social Media Marketing activities in influencing
customers
Intentions: A perspective of a new emerging era”
A DISSERTATION
Submitted to the Uttaranchal University in partial fulfillment of the requirements for

the award of the Degree of
MASTER OF BUSINESS ADMINISTRATION
Submitted by
Student Name
(Enrollment No.: ---------------------------------------)
Under the guidance of
Guide Name with Designation
(Batch:__________)
UTTARANCHAL INSTITUTE OF MANAGEMENT
UTTARANCHAL UNIVERSITY, DEHRADUN

TABLE OF CONTETNS
S.NO TOPIC PAGE

NUMBER
1 CHAPTER 1 1−12
INTRODUCTION
2 CHAPTER 2 13−24
REVIEW OF LITERATURE
3 CHAPTER 3 25−26
RESEARCH METHODOLOGY
4 CHAPTER 4 27−38
DATA ANALYSIS AND INTERPRETATION
5 CHAPTER 5 39−48
SUMMARY AND CONCLUSIONS
6 REFERENCES 49−52
CHAPTER – 1
INTRODUCTION
CHAPTER 1
INTRODUCTION
Today’s Business landscape is characterised by Social media proliferation.

The critical point for the Companies is to exist where customers exist. How, when
and where the business needs to engage with the customers has changed
significantly and rapidly due to the broad adoption of the social web. The reality
today is that the customers exist on many social networking sites and that is where
they like to communicate and share information. This type of communication and
interaction is mainly happening from their computers and mobile devices. Prior to
making any kind of purchasing decisions, customers now turn to peers and non-
traditional industry influencers for answers through very public social networking
platforms - more so than any other source for information gathering. In order to
succeed in this hyper-connected environment, companies will need to adapt their
business strategy, apply new technology, expand their marketing and PR efforts, and
alter and adapt their internal culture. Businesses will have to locate, educate and
engage their current and potential customers where they prefer to communicate and
that is through social media platforms such as facebook, twitter, pinterest etc
1.1 SOCIAL MEDIA
Social media is a phenomenon that has transformed the interaction and

communication of individuals throughout the world. In recent times, social media
has impacted many aspects of human communication, thereby impacting business.
The Merriam-Webster dictionary defines social media as “forms of electronic
communication (as Web sites for social networking and blogging) through which
users create online communities to share information, ideas, personal messages, and
other content (as videos).” The same source defines networking as “the exchange of
information or services among individuals, groups, or institutions; specifically: the
cultivation of productive relationships for employment or business.” Kaplan and
Haenlein, (2010) defined Social media as “a group of internet based applications
that build on the ideological and technological foundations of Web 2.0, and it allows
the creation and exchange of user-generated content.
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1.1.1 Evolution of Social media
Many authors have attempted to study how the social networking and social
media evolved over the years. Ritholz, (2010) said that the earliest evolution of
social media dates back to 1792 with the invention of the telegram which made long
distance communication easy. During the 1950s, phone phreaking, the term used
for the rogue searching of the telephone network, began. This process was
accomplished through the use of homemade electronic devices that facilitated
unauthorized access to the telephone system to make free calls. Phreaks were able to
find telephone company test lines and conference circuits to complete their task.
During the 1960s, the public saw the advent of email. However; the internet was not
available to the public until 1991. Email was originally a method to exchange
messages from one computer to another, but both computers were required to be
online (Borders 2009). But Social media in its present form owes its origin to
MUD, originally known as Multi-User Dungeon, Multi-User Dimension, or Multi-
User Domain, which was a real-time virtual world with role-playing games,
interactive fiction, and online chat. MUD is primarily text based which requires
users to type commands using a natural language. BBS was created in 1978, the
same year as MUD. BBS is a synonym for bulletin board system. Users log into the
system to upload and download software, read news, or exchange messages with
others. In the early years, bulletin boards were accessed via a modem through a
telephone line by one person at a time. Early on, bulletin boards did not have colour
or graphics. Bulletin boards were the predecessors of the World Wide Web.
Conceived in 1979 and established in 1980, the Usenet is similar to a BBS. Usenet is
a system to post articles or news. The difference from a BBS is that Usenet does not
have a central server or devoted administrator-messages are forwarded to various
servers via news feeds. With the 1980s came the introduction of The WELL, GEnie,
Listserv, and IRC. The WELL, which originally began as a BBS, is short for the
Whole Earth Electronic Link. It was founded in Sausalito, California by Stewart
Brand and Larry Brilliant and is one of the oldest continuously operating virtual
communities. GEnie is the acronym for General Electric Network for Information
Exchange. It was an online service using the ASCII language and was considered
competition for CompuServe. General Electric Information Services (GEIS) ran
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GEnie on the time-sharing mainframe computers during non-peak hours. GEIS
initially refused to expand the network to allow GEnie to grow. Listserv, launched in
1986, was the first electronic mailing list software application. Prior to its creation,
email lists had to be managed manually. The software allows the sender to send one
email to reach several people. Originally, Listserv was freeware but is now sold
commercially (Ritholz, 2010). Many social networking sites were created in the
1990s. Some examples include Six Degrees, Black Planet, Asian Avenue, and Move
On (Ritholz, 2010) (Boyd and Ellison, 2007). These are, or have been, online niche
social sites where people can interact, including sites for public policy advocacy and
a social network based on a web of contacts model. In addition, blogging services
such as Blogger and Epinions were created. Epinions is a site where consumers can
read or create reviews of products. Third Voice and Napster were two software
applications created in the 90s that have since been removed from the market. Third
Voice was a free plug-in that allowed users to post comments on webpages.
Opponents of the software argued that comments were often vulgar or slanderous.
Napster was a software application that allowed peer-to-peer files sharing. Users
were allowed to share music files bypassing normal distribution methods, which in
the end was determined to be a violation of copyright laws. Launched in 1999, Live
Journal provided‚ people with the ability to mark others as friends to follow their
journals and manage privacy settings (Boyd and Ellison, 2007, Para. 18). K
Morrison (2015) observes that the period starting from the year 2001 can be termed
as the golden era of social media. Ryze.com was launched in 2001 to help people
leverage their business networks, but it never acquired mass popularity. Founded in
2002 and implemented in 2003‚ Friendster appeared and changed everything by
giving users (rather than the computer-managed environment) control over who they
connected with. However, new users could only join Friendster if invited by another
Friendster user. Since the inception of Classmates.com, many social networking
websites have sprung up. This highly boosted and transformed the interaction of
individuals and organizations who share common interest in music, education,
movies, and friendship, based on social networking. Among those that were
launched included LunarStorm, six degrees, cyworld, ryze, and Wikipedia. In 2001,
fotolog, sky blog and Friendster were launched, and in 2003, MySpace, LinkedIn,
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lastFM, tribe.net, Hi5 etc. In 2004, popular names like Facebook, Dogster and Mixi
evolved. During 2005, big names like Yahoo! 360, YouTube and cyword, all
emerged (Junco, Heibergert, and Loken, 2011) (Edelwoswom, et al. (2011)). In
2006, MySpace became the most popular social networking website in the United
States but was overtaken in 2008 by its competitor Facebook, that internationally
became the most popular social networking site worldwide (Natta, 2010). Facebook
was founded by Mark Zuckerberg and others when he was a student at Harvard;
though when the site was initially launched, it was restricted to Harvard students
only. Later the privilege was extended to high school students and later to everyone
who were 13 years or older (Boyd, 2007). In the year 2006 Twitter, the second most
social media marketing platform was introduced. 2009 saw the advent of Whatsapp
which was an Ios, android and windows based application of group chat. Snapchat
was introduced in 2012 which was the new platform for chatting and posting
pictures. 2012 also saw the introduction of Tinder, which was a social discovery
application for ios and android devices. A multiple platform video sharing
application called Vine was introduced in the year 2013. The year 2014 saw the
introduction of Pheed, which is a social media platform with live broadcast option
(Morrison 2015).
1.1.2 Social Media usage in India
Social media usage in India increased in leaps and bounds, as number of

internet users in India reached 302 million users by December 2015. India is a key
market for social media giants - active social media users in India grew to around
146 million and India is among the top three countries in terms of the number of
people using Facebook (100m+ users), whereas Twitter is seeing an increased user
base of over 33 million. The increased mobile web penetration is also seen as a key
contributor to increased growth in active social media usage. 84% Facebook’s 100
million users in India access it from their mobile devices. 40 million Indians are
online every day, spending 40-45 hours over the Internet per month. It is estimated
that there will be over 500 million Internet users in India by 2018 - making India the
second largest population of Internet users in the world (India@Digital Bharat).
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Usage of social media in rural India has grown by 100 percent during the
year 2015 with 25 million users residing in that belt. However, urban India
registered a relatively lower growth of 35 percent with the total number of users at
118 million as on April 2015, says the 'Social Media in India 2015' There are 143
million social media users in India as on April 2015. The report stated that the top
four metros continue to account for almost half of the social media users in urban
India. The report said the largest segment accessing social media consists of the
college going students with 34 percent followed by young men at 27 percent.
School-going children constitute 12 percent of the social media users. College-going
students and young men still form the 60 percent of the social media users in urban
India. The report further stated that 61 percent of these users access social media on
their mobile device.
This level of engagement has led to an increase in the awareness level of

brands on social media. And this shows the intent of Indians to communicate with
brands over social network sites indicating that social media has the capacity to alter
the traditional dynamics between brands and consumers who are time hungry and
may find traditional forms of advertising obtrusive and unattractive. Social network
sites have therefore become one of the multiple touch points for marketers to reach
consumer to assist in the purchase of product or service.
1.1.3 Social Media Marketing in India
According to the report Social Media Marketing - India Trends Study, by

Ernst and young, 75% of India’s online population are digital consumers (who use
digital for all, or part, of their purchasing journey). Trust in a company and brand is
no longer dependent on company-controlled, traditional, mass channels, but rather
on communities and of their marketing budget to digital and social media marketing
in order to successfully reaches and market to these customers. The increasing
internet penetration rate will increase digital advertisement spend in India.
According to the same study, 81% of the brands surveyed considered Facebook to
be the most important platform while almost 48% of surveyed brands think that
Twitter is the second-most important platform to be on, closely followed by
YouTube (43% surveyed brands considered it to be the third–most important
5
channel). Businesses are also establishing their own YouTube channels while
actively producing, creating and distributing video content for promotional material
and showcasing new developments for the brand. Meanwhile, Vine, the latest
entrant in social media platforms, concentrates on short six second video snippets
that can be shared using Facebook or Twitter.
The statistics look very promising and it indicates that Social media
marketing will be the focus of Companies in the coming years. However, not many
studies in India throw light on how the Indian consumer is influenced by the content
on social networks. Therefore an effort has been made by this research to address
this gap.
1.1.4 Marketing on Facebook-The Most Popular Social Network Site
According to the report from Deloitte, today Facebook connects more than
1.6bn people with their friends and families around the world and helps them
discover new products and services from local and global businesses. It is a catalyst
for economic activity in ecosystems composed of marketers, app developers, and
providers of connectivity. Facebook stimulates economic activity and jobs through
three broad effects: as a tool for the biggest and smallest of marketers; as a platform
for app development; and as a catalyst for connectivity. It estimates that through
these channels Facebook enabled $227bn of economic impact and 4.5m jobs
globally in 2014. These effects accrue to third parties that operate in Facebook’s
ecosystem and exclude the operations of the company itself.
Marketing effects estimate the impact from businesses’ use of Facebook

marketing tools to drive online and offline sales, and to increase awareness of their
brand. Facebook gives marketers of all sizes the ability to reach an audience of more
than 1.6 bn people which is incidentally the largest audience in the world that is
reachable on a single platform today. Businesses increasingly use Facebook’s
marketing tools to grow: via Pages and ads they can effectively acquire and retain
customers and increase brand awareness. Conversely, people can use Facebook to
discover new companies and brands or connect with businesses that they already
know. Facebook’s marketing tools are used by both online and brick-and-mortar
6
businesses and are accessible globally. Facebook provides three sets of Marketing
tools: Pages, targeted advertising and referrals. Pages provide businesses with
a way to establish or enhance their presence online across desktop, mobile phones
and tablets. On Facebook, people can discover Pages that are relevant to their
interests. Targeted advertising, based on characteristics of Facebook’s audience,
allows marketers to deliver messages at scale to their most likely customers, which
can increase return on advertising. The cost effectiveness of advertising for
businesses is derived from the ability to target the relevant audience.
Aggregated insights collected during their advertising campaigns allow businesses
to further fine-tune their campaigns. Facebook’s self-service, auction based ad tool
lets marketers of all sizes create campaigns at scale. These features lower the
barriers to advertising and allow companies that would not be able to advertise in
traditional channels to take advantage of promoting their products and services.
Furthermore, businesses also benefit when people share links to their websites with
their friends. Sharing of links can have significant effects on sales. The same report
also suggests that the economic impact of facebook in India is around $1.4 billion
and has created close to 129000 jobs. A report by Boston consulting group (BCG)
India and Internet and mobile association of India (IAMAI) says that the Internet
and Social media will contribute $200 billion that is 5% of the GDP by the year
2018, considering the impetus it is receiving from the government today. Hence
Corporate, in order to stay competitive has to embrace social media and the internet
in order to stay competitive. According to social media trends India report of
2015 by Ernst and young 81% of the brands surveyed considered Facebook to
be the most important platform, while almost 48% of surveyed brands think that
Twitter is the second-most important platform to be on, closely followed by
YouTube (43% surveyed brands considered it to be the third–most important
channel).
Therefore the present study was decided to be done on facebook platform.

Further among the various marketing tools that facebook provides, It was
decided to study what type of content in facebook page engages the customer,
builds trust, commitment, bonding and responsibility and influences purchase
and loyalty intentions in customers minds.
7
.
1.2 THEORIES OF SOCIAL MEDIA
1.2.1 Public Relations Model
James Grunig conducted a vast amount of research focused on professional,

organized, managed systems of communication. The work was partly grounded on
the logical belief that companies will practice approaches that are most beneficial to
their businesses. Grunig proposed four primary models of public relations behaviour
practiced by organisations: press agentry/publicity, public information and two-way
asymmetrical and two-way symmetrical (Grunig and Grunig, 1989).
Research by Grunig et al. (1995) provides a good summary of the four

models. The press agentry/publicity type depicts a situation where media attention is
sought in any way possible. The public information model describes a setting with
an in-house employee who distributes fairly accurate information about the
organization but offers nothing negative. The two-way asymmetrical model is one
where research is conducted to understand audience needs in order to create
messages that will influence their behaviour in a manner beneficial to the
organization; yet the organization has no desire to change its own behaviour. And,
lastly, the two-way symmetrical model seeks to use communication that changes the
behaviour and attitudes of the organization and the Public in a manner that is
beneficial to both. Of these four models, the two-way symmetrical is largely viewed
as the most desirable. Establishing two-way dialogue that benefits the consumer and
the organization is generally seen as the ideal relationship between a company and
its Public. Furthermore, a company that is willing to alter its own behaviour on the
basis of communication from its external stakeholders would seem to be an
organization capable of establishing positive brand awareness, strong bonds with
consumers, and general goodwill in the community. A literature review by the
International Association of Business Communicators (IABC) that focused on
interactive media relations suggested that top public relations organizations did
indeed model their communications more after the two-way symmetrical model than
any other (Grunig, 1990).
Grunig and Grunig (1998) acknowledged

8 that the project “shows that
public relations make an organization more effective when it identifies strategic
constituencies in the environment and then develops communication programs to
build long-term, trusting relationships with them”. Furthermore, in their book on
interactive theory and communication, Grunig, et al (2002) stressed the role
communication staffers should play in monitoring and scanning the environment in
an attempt to understand the voice of key Public.
1.2.1.1 Increasing Acceptance of Digital Technology
Technology has become an inevitable part of consumer lifestyles. The

increasing access to the Internet, at a more affordable cost, and the higher
penetration of social media has influenced consumers’ buying patterns substantially.
Today’s consumer has greater access to fashion products through the Internet
and digital devices. He/she compares products, prices, brand offerings, service
levels, and the feedback/opinions of fellow consumers on social media especially
facebook before making any purchase decision.
The prominent retailers in this space are Westside, Shoppers stop, Pantaloons
and Lifestyle.
1.3 CUSTOMER INTENTIONS
Many studies provide more understanding about the antecedent factors of

purchase intentions. Relationship quality plays an important role when studying the
relationships that exist between customers and businesses. For example, trust
(Morgan and Hunt, 1994), commitment (e.g., Pritchard, Havitz, and Howard,
1999), and satisfaction (Zeithaml, Berry and Parasuraman, 1996) all positively
affect customer purchasing behaviour (Reichheld, 1996) Dick and Basu (1994),
who researched loyalty (especially pledges as well as trust using loyalty
establishment and satisfaction) to make predictions about customer purchasing
intentions. Eriksson and Vaghult (2000) pointed that there is a positive effect of
relationship satisfaction on customer retention and purchase levels.
The above discussion clearly indicates

9 that Social media marketing has the
capability to create Purchase and loyalty intentions in the Customer’s minds.
Maintaining a social media image especially in facebook is very much important for
the Companies in all industries.
Yet studies regarding as to what content of facebook pages have the

capability to strengthen the relationship and what relationship variables have the
effect to induce Purchase and loyalty intentions have been rarely conducted
worldwide and more so in the Indian context.
Therefore, the present study proposes the necessity of identifying and

understanding the factors that attract consumers to Company facebook pages
investigating how social media will affect the business to customer relationships and
between customer relationship and Purchase and loyalty intentions. From a
theoretical perspective, this research provides an enhanced understanding of the
consumer’s motive for online social exchanges (e.g., Internet-based social
gatherings with other consumers and with a company) and of their cognitive
processes during the development of trust, commitment, perceived responsibility
and bonding to a particular brand. From a practical perspective, social media
marketers can establish sustainable marketing strategies to engage their customers
through their facebook pages, identify what content entertains and engage customers
on social media, What type of content induce long-term relationship with the
company and finally result in Purchase and loyalty intentions in the consumer’s
minds.
1.4 PROBLEM STATEMENT
According to Social Media Marketing - India Trends Study, Social media

usage in India increased in leaps and bounds, as number of internet users in India
reached 302 million users by December 2015. India is a key market for social media
giants - active social media users in India grew to around 106 million and India is
among the top three countries in terms of number of people using Facebook (100m+
users), whereas Twitter is seeing an increased user base of over 33 million. The
increased mobile web penetration is also seen as a key contributor to increased
growth in active social media usage - 84% Facebook’s 100 million users in India
access it from their mobile devices. 75% of India’s online population are digital
10
consumers (who use digital for all, or part, of their purchasing journey). Trust in a
company and brand is no longer dependent on company-controlled, traditional, mass
channels, but rather on communities and peers through social media and other
digital channels.
This clearly indicates that People in India are moving away from the
traditional method of old one-to-one communication (email) to one-to-much
communication i.e. social network sites. Participants in the virtual democracy i.e.
social network are able to share experiences with their online community and satisfy
their social needs. India is experiencing a boom in the telecommunication sector.
There has been an increase in number of mobile communication devices and it has
been estimated that almost 45,000 Indians will intend to join social network sites
each day. This level of engagement on social network sites is a boon to marketers
because it has led to an increase in the awareness level of brands on social media.
This shows the intent of Indians to communicate with brands over social network
sites indicating that social media has the capacity to alter the traditional dynamics
between brands and consumers who are time hungry and may find traditional forms
of advertising obtrusive and unattractive. Facebook is the most commonly used
social networking sites in India as per this report. Hence due to its popularity,
Facebook was chosen as the platform for the present study.
Though statistics show that Social media in general and facebook, in

particular, is here to stay, and frequented by many customers, not many Indian
companies are investing their resources in this low-cost advertising medium. The
reasons were delved into and it was found that this is because of lack of
understanding of this powerful medium. Academic research was also scarce in this
area in the indian context. Hence this study was conducted to obtain an insight into
the factors of social media, the effect of social media on relationship marketing
variables and as to how the content of the facebook page has to be created so as to
engage the customers in social media and induce trust, commitment, bonding and
perceived responsibility in the minds of the customer. Antecedents of the purchase
and loyalty intentions are also investigated.
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1.5 SCOPE OF THE STUDY
The scope of this study encompasses an examination of the role of social media
marketing activities in influencing customer behavior. Specifically, the study will
focus on analyzing various social media platforms, including but not limited to
Facebook, Instagram, Twitter, and LinkedIn. It will delve into the different types of
social media marketing tactics employed by businesses, such as content creation,
advertising campaigns, influencer collaborations, and user-generated content
strategies. Additionally, the study will target specific customer segments based on
demographics, geographical location, and interests. The research will primarily
cover recent trends and data, with a focus on global perspectives. Methodologically,
a combination of surveys, content analysis, and social media monitoring tools will
be utilized to collect and analyze data. Key metrics including reach, engagement,
conversion rates, and brand sentiment will be evaluated to assess the impact of
social media marketing activities on customer behavior. However, it is important to
acknowledge potential limitations such as resource constraints and access to data,
which may influence the depth and breadth of the study's findings.
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CHAPTER – 2
REVIEW OF
LITERATURE
13
CHAPTER 2
REVIEW OF LITERATURE
This chapter reviews the recent literature on social media marketing,

relationship marketing variables and purchase and loyalty intention. It provides the
underlying theoretical foundations of characteristics of perception of Social media
among the people. Studies pertaining to Social media, Relationship marketing and
Customer intentions are examined to elucidate why members choose to maintain or
enhance their relationships with a specific brand. Its impact on their purchase and
loyalty intention are examined. Studies related to purchase intention and- loyalty
intentions are also examined. This chapter is organised into six sections
2.1 Social media
2.2 Relationship marketing
2.3 Customer intention
2.4 Identification of research gaps
2.5 The proposed model.
2.6 The research questions
2.1 SOCIAL MEDIA
2.1.1 Definitions of Social Media and Social Networking Sites
Social media is a relatively new topic and several authors in the recent years
have defined in a number of ways.
The Merriam-Webster Dictionary defines social media as “forms of

electronic communication (as Web sites for social networking and blogging) through
which users create online communities to share information, ideas, personal
messages, and other content (as videos).” The same source defines networking as
14
“the exchange of information or services among individuals, groups, or institutions;
specifically: the cultivation of productive relationships for employment or business.”
Rheingold (1993) postulates social media to be the “social aggregations that

emerge from the net when enough people carry on those public discussions long
enough, with sufficient human feelings, to form webs of personal relationships in
Cyberspace.” Gross and Acquisti, (2005) said, most online networking sites share a
core of features: through the site an individual offers a “profile” - a representation of
their self and often of their own social networks - for others to peruse, with the
intention of contacting or being contacted by others, to meet new friends or dates
(Friendster, 3 Orkut 4), find new jobs (LinkedIn5), receive or provide
recommendations (Tribe 6), and much more. Boyd and Ellison, (2007) define social
network sites as web-based services that allow individuals to (1) construct a public
or semi-public profile within a bounded system, (2) articulate a list of other users
with whom they share a connection, and (3) view and traverse their list of
connections and those made by others within the system. Carton, (2009) in his
article opined that throughout much of human history, technologies have been
developed that make it easier for us to communicate with each other. So the author
defined Social media as technologies that facilitate interactions between humans
using information or data: or Social media can simply be defined as just
technologies that facilitate conversations. Kaplan and Haenlein, (2010) defined
Social media as “a group of internet based applications that build on the ideological
and technological foundations of Web 2.0, and it allows the creation and exchange
of user-generated content.
2.1.2 Definition of Social Media Marketing
Mangold and Faulds (2009) argues that social media is a hybrid element of
the promotion mix because in a traditional sense it enables companies to talk to their
customers, while in a non-traditional sense it enables customers to talk directly to
one another. Chi (2011) defines social media marketing as a “connection between
brands and consumers, offering a personal channel and currency for user
15
centered networking and social interaction. Hanna, Rohm, and Crittenden,
2011 reiterate that interactive digital media has catapulted company and consumer
contacts from a Web 1.0 passive model, to a Web 2.0 interactive model.
We define Social media marketing as the set of applications that provide

the platform for companies to provide information about the brand, engage
their customers and network with them so as to form meaningful and mutually
beneficial long-term relationship which will, in turn, increase the customer’s
Purchase and loyalty intentions.
2.1.3 Studies Relating to Social Media Marketing and its Outcomes
The evolution of the internet and in particular the emergence of social media
with its enhanced ability to facilitate interaction between customers and Companies
has captured the interest of managers seeking to better understand and serve their
customers using these technologies and tools. But customer engagement is still
evolving as a concept in academic literature. To engage according to the Oxford
Dictionary (1996) has several meanings. Important meanings include: to employ or
hire, to hold fast, to bind by a contract, to come into battle, and to take part. Its
rise in the consciousness of managers has paralleled the emergence of new
technologies and tools that enable greater interactivity among individuals and
organizations.
Advertising Research Foundation (ARF) in March 2006, conjunction with

the American Association of Advertising Agencies and the Association of National
Advertisers undertook a “defining engagement initiative” according to which
engagement is “Turning on a prospect to a brand idea enhanced by the
surrounding context” (Advertising Research Foundation, 2008). This approach is
that customer engagement can conceivably encompass a wide variety of situations
ranging from awareness, interest, and desire to purchase, retention, and
loyalty.
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Empirical studies conducted by the Economist Intelligence Unit with
managers in private and public sector enterprises worldwide (EIU, 2007a, b, c, d)
leads them to define customer engagement as “an intimate long-term relationship
with the customer” In terms of strategy, “engagement refers to the creation of
experiences that allow companies to build deeper, more meaningful and
sustainable interactions between the company and its customers or external
stakeholders” and proposes that “It is not a fixed point that can be reached but a
process that expands and evolves over time” (Economist Intelligence Unit, 2007b).
200 business decision makers in companies across the world, were surveyed
by Forrester Consulting (2008) defines customer engagement as “creating deep
connections with customers that drive purchase decisions, interaction, and
participation over time.” Their survey indicates that companies are investing more
in online programs and believe the internet is essential for building customer
engagement. Forrester recommends identifying the ten most important things that
engaged customers and prospects do and creating a dashboard to track the adoption,
frequency, and intimacy metrics associated with these activities. For example, if
purchases, recommendations, store visits, and online reviews are some of the
customer engagement activities, the percentage of customers engaging in these
activities, the average numbers of times they perform it in a certain period, and their
preference, satisfaction or willingness to serve as customer references are used to
measure customer engagement.
Gallup, a consulting firm used 11 questions to measure rational as well as

emotional aspects of customer engagement in both consumer and business markets.
Gallup Consulting (2009) distinguishes four levels of customer engagement: fully
engaged, engaged, disengaged, and actively disengaged. According to Gallup, fully
engaged customers represent an average 23 percent premium while actively
disengaged customers represent a 13 percent discount relative to average customers
on an index based on share of wallet, profitability, revenue, and relationship growth.
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Sawhney et al. (2005) outlined the distinctive capabilities of the Internet as a
platform for customer engagement, including interactivity, enhanced reach,
persistence, speed, and flexibility, and suggest that firms can use these capabilities
to engage customers in collaborative product innovation through a variety of
Internet-based mechanisms. They discussed how these mechanisms can facilitate
collaborative innovation at different stages of the New Product Development
process (back end vs. front end stages) and for differing levels of customer
involvement (high reach vs. high richness). Using two cases they reiterate that
Internet allows firms to engage customers more broadly, more richly, and more
speedily. It allows firms to create ongoing customer dialogue, absorb social
customer knowledge, and scan knowledge of potential or competitors’ customers.
By establishing a direct, persistent, and interactive dialogue, the firm can access
knowledge at low cost from individual customers as well as from communities.
Higgins (2006), considers engagement as the second source of experience

beyond the hedonic source of experience resulting from a motivational force to
make or not make something happen. In this case, the motivational force is the
Social media marketing.
Calder and Malthouse (2008) discuss the concept of media engagement,

focusing on the consumer’s psychological experience while consuming media. They
distinguish media engagement from mere liking, implying that engagement is a
stronger state of connectedness between the customer and the media than liking
alone. Facebook brand pages give ample opportunity to social media marketers to
achieve this connectedness.
Chaffey (2008) suggested that Marketers on Social media should suitably

engage the customers so as to increase the time or attention a customer or
prospect gives to a brand on the web or across multiple channels” The glossary
also gives an alternative definition from an interview with another blogger who
defines customer engagement as “Repeated interactions between a customer and
brand that strengthen the emotional, psychological or physical investment a
18
customer has in that brand” (Chaffey, 2007). Shevlin, 2007 argues that customer
engagement encompasses a number of dimensions: product involvement, purchase
frequency, service interactions frequency, and types of interactions, online
behaviour, referral behaviour/intention, and velocity. Ertell, 2010 suggests that a
central role in many marketing strategies is played by a customer engagement cycle
said to consist of awareness, consideration, inquiry, purchase, and retention
stages but these are stages in a purchase decision rather than a customer engagement
cycle.
Higgins and Scholer, (2009) opined that Social media marketers act as a
motivational force to achieve customer engagement. Engagement as a state of
sustained attention, which can be characterized by full absorption and
involvement as well as being fully occupied or engrossed in something. The
authors also recognize that individuals can be engaged on different levels of
intensity and suggest that the more a person is engaged, the more intense will be the
experience of the motivational force The authors express considerations towards
both positive (e.g. attraction) and negative (e.g. repulsion) expressions of
engagement.
Mangold et al. (2009) argue that social media is a hybrid element of the
promotion mix because in a traditional sense it enables companies to talk to their
customers, while in a non-traditional sense it enables customers to talk directly to
one another. Managers do not have direct control on the content, timing, and
frequency of the social media-based conversations occurring between consumers are
outside. Managers must, therefore, learn to shape consumer discussions in a manner
that is consistent with the organization’s mission and performance goals. Methods
by which this can be accomplished include providing consumers with networking
platforms and using blogs, social media tools and promotional tools to engage
customers.
Vandoorne et al. (2010), defined customer engagement behaviours (CEB as

the customers’ behavioural manifestation toward a brand or firm, beyond purchase,
19
resulting from motivational drivers. CEBs include a vast array of behaviours
including word-of-mouth (WOM) activity, recommendations, helping other
customers, blogging, writing reviews, and even engaging in legal action. Social
media marketing acts as a motivational driver as it enables WOM activity,
blogging etc
Mollen and Wilson (2010) elaborate on the concept of engagement from the
perspective of online consumer experience. The authors suggest that a consumer’s
experiential response to a website or some other computer-mediated entity such as
Social media in general and Facebook brand pages, in particular, comprises three
experiential states including perceived interactivity, tele presence and
engagement. In particular, engagement is defined as “a cognitive and affective
commitment to an active relationship with the brand as personified by the website or
other computer-mediated entities designed to communicate brand value” and is
suggested to comprise the dimensions of active, sustained, cognitive processing,
attainment of instrumental value (relevance and utility) and experiential value
(emotional congruence).
Kumar et al. (2010) proposed four components of a customer’s engagement

value (CEV) with a firm. The first component is customer lifetime value (the
customer’s purchase behaviour), the second is customer referral value (as it relates
to incentivized referral of new customers), the third is customer influencer value
(which includes the customer’s behaviour to influence other customers, that is
increasing acquisition, retention, and share of wallet through word-of-mouth of
existing customers as well as prospects), and the fourth is customer knowledge
value (the value added to the firm by feedback from the customer). CEV provides a
comprehensive framework that can ultimately lead to more efficient marketing
strategies that enable higher long-term contribution from the customer. They also
proposed several behavioural, attitudinal, and network metrics in order to measure
CEV’s four components.
20
Brodie et al. (2011a) suggested that Social media marketing has the
capability to provide Co creative customer experiences which result in customer
engagement. They developed a set of five fundamental propositions, “Customer
engagement (CE) is (1) a psychological state that occurs by virtue of interactive, co-
creative customer experiences with a focal agent/object (e.g. brand) in focal service
relationships. It occurs (2) under a specific set of context-dependent conditions
generating differing CE levels; and (3) exists as a dynamic, iterative process within
service relationships that co-create value. CE plays (4) a central role in a
nomological network governing service relationships in which other relational
concepts (e.g. involvement, loyalty) are antecedents and/or consequences in iterative
CE processes. It is (5) a multidimensional concept subject to a context- and/or
stakeholder specific expression of relevant cognitive, emotional and/or behavioural
dimensions.” Brodie et al. (2011a) also consider and justify a number of other
potential antecedents and/or consequences of customer engagement, such as
participation, rapport, customer satisfaction, trust, self-brand connection, and
emotional attachment. The authors have found some relational constructs such
as involvement and participation to be prerequisite to drive engagement,
whereas the others could act as both potential antecedents and consequences within
particular dynamic service relationships.
Malthouse and Calder (2011) point out that Social media through its
various platforms provide ample opportunity to engage the customers. Engagement
can arise not only from active behaviours such as e.g. blogging but simply receiving
communication can also be viewed as interactive and co-creative, as long as these
experiences are immersive.
Brodie et al. (2011b) adopt netnographic methodology to explore how social

media marketing can create content in order to engage customers in an online brand
community environment. The social media marketers should engage customers by
subtly giving them an opportunity to learn, share, socialise, advocate and co develop
value co creation reflecting consumers' interactive experience within online brand
21
communities, and among community participants. Engaged consumers exhibit
enhanced consumer loyalty, satisfaction, empowerment, connection, emotional
bonding, trust and commitment. The paper throws light on the importance of
understanding how consumers engage in specific brand communities, and the
consequences of this engagement. Specifically, online communities welcome
marketers only if they are contributing to the community. Thus, businesses need
to listen to and “engage in engaging” consumers in brand communications,
which consumers perceive to be “non-commercially driven”.
Cheung et al. (2011) have initiated a study on how social media marketers
can effectively engage their customers in online social platforms. They defined
Customer engagement as “the level of a customer’s physical, cognitive, and
emotional presence in connections with a particular online social platform”. The
conceptual model developed suggests that customer engagement in an online social
platform can be measured by the level of energy and mental resilience that the
customer puts in (vigor), the level of concentration and engrossment he exhibits
for a particular post (absorption) and the sense of significance, enthusiasm,
inspiration, pride and challenge he feels (dedication) towards the online social
platform, which are driven by involvement and social interaction. The
consequences reflected in the model exhibit of the author’s belief that customer
engagement will have a positive effect on online social platform participation and
word-of-mouth communication about the platform. So managers should provide
content that lead to interaction and involvement.
Weman (2011) in their study show that Consumers were found to join the
brand communities on Facebook through brand pages primarily because they are
affectively committed to the brand. This makes sense since brand communities are
constructed for admirers of a brand. Economic benefits and entertainment were
perceived as motivating factors, whereas social benefits and social enhancement
were of little importance as a motivator. Based on the results it seems that
consumers do not use the brand community for social activities, such as getting to
22
know other community members, staying in touch with community members or
helping community members. This might partially reflect what the community
offers, as economic benefits (e.g. raffles and competitions) are often used in
Facebook communities. Furthermore, the social nature of Facebook may mean that
members prefer to turn to their own peer network for social support, rather than seek
for social benefits on Facebook communities.
2.3 RESEARCH QUESTIONS
1. How do different social media platforms, such as Facebook, Instagram, Twitter,

and LinkedIn, contribute to influencing customer behavior?
2. What types of social media marketing tactics, including content creation,

advertising campaigns, influencer collaborations, and user-generated content
strategies, have the most significant impact on customer behavior?
3. How do demographic factors, geographical location, and customer interests

influence the effectiveness of social media marketing in shaping customer
behavior?
4. What metrics and indicators are most relevant for assessing the effectiveness of
social media marketing activities in driving customer engagement, conversion
rates, and brand sentiment?
2.4 OBJECTIVES OF THE STUDY
To analyze the role of various social media platforms, including Facebook, Instagram,
Twitter, and LinkedIn, in influencing customer behavior.
To identify the most impactful social media marketing tactics, such as content creation,
advertising campaigns, influencer collaborations, and user-generated content strategies, in
shaping customer behavior.
To examine how demographic factors, geographical location, and customer interests

23
impact the effectiveness of social media marketing efforts on customer behavior.
To explore the key trends and developments in social media marketing that contribute to
influencing customer behavior.
To determine the most relevant metrics and indicators for assessing the effectiveness of
social media marketing activities in driving customer engagement, conversion rates, and
brand sentiment.
24
CHAPTER – 3
RESEARCH
METHODOLOGY
25
CHAPTER 3
RESEARCH METHODOLOGY AND DESIGN
The concept of research is commonly accepted to include the

methodical gathering, recording, and analysis of data pertinent to
issues with the marketing of goods and services. It will be possible to
address the subject matter methodically by using research procedures.
All research procedures are built upon the research plan. In connection
with this program, the following activities are carried out.
Research Design
A descriptive research approach is used in the study. If the researcher
has prior knowledge of the events or issues under inquiry, descriptive
research may be utilized to answer a variety of inquiries. The
methodology and the opinion survey method will be used to perform
the study.
Data Collection Method

In order to assess the current problem, secondary sources of
information will be looked at. We will gather secondary data from a
variety of secondary sources, including books, journals, websites for
study papers, and other pertinent sources.
Secondary Data:-
To gather secondary data, the intranet, journals, and manuals were employed.
To achieve the intended outcomes, websites and the final data were
subjected to a thorough analysis.
26
CHAPTER – 4
DATA ANALYSIS
AND
INTERPRETATION
27
CHAPTER IV
ANALYSIS AND INTERPRETATION
This chapter presents the statistical findings pertaining to data collected from
the respondents of the research study.
This chapter contains the following:
4.1 Profile of the Respondents of the Research Study.
4.2 Confirmatory Factor Analysis of Variables of the Research Study.
4.3 Reliability Analysis pertaining to Variables and its Dimensions in

this Research Study.
4.4 Validity.
4.5 Descriptive Analysis of the Variables and its Dimensions pertaining

to the Research Study.
4.6 Results of One Way Analysis of Variance pertaining to the Research

Study.
4.7 Multiple Regression Analysis Results pertaining to the Research

Study.
4.8 Serial mediation analysis
4.9 Structural equation modelling
4.1 PROFILE OF THE RESPONDENTS OF THE RESEARCH STUDY
Demographic data of the respondents pertaining to the research study has

been studied in terms of gender, age, educational qualification, employment status,
and family income per year.
28
Table 4.1 Demographic Details of the Respondents of the Study
Sl no Demographic variables Frequency Percentage

1. Gender
Male 445 54.4
Female 372 45.6
Total 817 100.0
2. Age
18-20 yrs 186 22.8
21-30 yrs 406 49.7
31-40 yrs 142 17.4
41-55 yr 72 8.9
> 55 11 1.2
Total 817 100.0
3. Educational qualification
High school 139 17.0
Diploma 59 7.2
Bachelors degree 389 47.6
Masters degree 192 23.4
Doctorate degree 38 4.8
Total 817 100.0
4. Family income
0-4 lakhs 396 48.5
4- 8 lakhs 234 28.6
8-12 lakhs 103 12.6
12-6 lakhs 29 3.5
16-20 lakhs 38 4.6
20 and above 17 2.1
Total 817 100.0
5. Employment status
Self-employed 74 9.1
Work for a company 340 41.6
Pensioner 19 2.3
Student 155 19.0
Housewife 108 13.2
Freelancer 51 6.2
Others 70 8.7
Total 817 100.0
29
Table 4.1 presents the demographic details pertaining to respondents of the
research study. The demographic variables presented in this table are as follows:
(1) Gender
Table 4.1 shows that 54.4% of the respondents belong to the male category
and 45.6% of the respondents belong to the female category respectively.
(2) Age
Table 4.1 shows that half (49.7%) of the respondents are in the age group of
21-30 years, respondents are in the age groups of 31-40 years, 8.9% of the
respondents are in the age group of 41-55 years and 1.2% of the people in the age
group of 55 years and above respectively.
(3) Educational Qualification
It is evident from the above table (Table 4.1) that 47.1% of the respondents
are having Bachelors degree, 23.4% of the respondents possess master’s degree,
17.0% of the respondents are pursuing high school and 7.2% of the respondents are
pursuing diploma and 4.8% are pursuing doctorate degree.
(4) Family income
Table 4.1 indicates that 48.5% of the respondents have a family income of 0-
4 lakhs, 28.6% of the respondents have a family income of 4-8 lakhs, 12.6% of the
respondents have a family income of 8-12 lakhs, 4.6% of the respondents have a
family income of 16-20 lakhs, 3.5% of the respondents have 12-16 lakhs and 2.1%
of the respondents have a family income of Rs 20 lakhs and above.
(5) Employment status
Table 4.1 indicates that 41.6% of the respondents work for the Company,
19% of the respondents are students, 13.2% of the respondents are housewives 9.1%
of the respondents are self-employed 8.7% of the respondents belong to Others
Category and 6.2% belong to freelancers category.
30
Table 4.2 Comparative Gender Demographics on basis of Facebook Pages
viewed pertaining to Respondents of the Research Study
Facebook page viewed Frequency Percent

Male 89 43.8
Westside Valid Female 111 56.2
Total 200 100.0
Male 110 51.9
Kalyan Jewellers Valid Female 100 48.1
Total 210 100.0
Male 90 43.4
Samsung Mobile Phones Valid Female 115 56.6
Total 205 100.0
Male 156 77.2
Reliance Mutual Funds Valid Female 46 22.8
Total 202 100.0
Table 4.2 presents the gender details pertaining to respondents of the

research study. The demographic variables presented in this table are as follows:
(1) Gender
Table 4.2 shows that 43.8% of the respondents belong to male category and
56.3% of the respondents belong to the female category respectively who viewed
Westside facebook page, 51.9% of the respondents belong to male category and
48.1% of the respondents belong to female category respectively who viewed
Kalyan jewellers facebook page 43.4% of the respondents belong to male category
and 56.6% of the respondents belong to female category respectively who viewed
Samsung mobiles facebook page,77.2% of the respondents belong to the male
category and 22.8% of the respondents belong to the female category respectively
who viewed Reliance mutual funds facebook page.
31
Table 4.3 Comparative Age Demographics on basis of Facebook Pages viewed
pertaining to Respondents of the Research Study

18-20 yrs 17 8.3
21-30 yrs 124 61.5
31-40 yrs 30 15.6
Westside Valid
41-55 yr 23 11.5
> 55 6 3.1
Total 200 100.0
18-20 yrs 16 7.6
21-30 yrs 120 57.6
31-40 yrs 46 21.5
Kalyan Jewellers Valid
41-55 yr 26 12.7
> 55 2 .6
Total 210 100.0
18-20 yrs 48 23.5
21-30 yrs 112 55.1
Samsung Mobile 31-40 yrs 30 14.0
Valid
Phones 41-55 yr 12 5.9
> 55 3 1.5
Total 205 100.0
18-20 yrs 105 52.0
21-30 yrs 50 25.2
Reliance Mutual 31-40 yrs 36 17.3
Valid
Funds
41-55 yr 11 5.5
Total 202 100.0
32
Table 4.3 shows that 61.5% of the respondents are in the age group of 21-30
years, 8.3% of the respondents belong to the age group of 18-20 years and 15.6% of
the respondents are in the age groups of 31-40 years, 11.5% of the respondents are
in the age group of 41-55 years and 3.1% of the people in the age group of 55 years
and above respectively in Westside.
57.6% of the respondents are in the age group of 21-30 years, 7.6% of the
respondents belong to the age group of 18-20 years and 21.5% of the respondents
are in the age groups of 31-40 years 12.7% of the respondents are in the age group
of 41-55 years and 0.6% of the people in the age group of 55 years and above
respectively in Kalyan jewellers.
33
are in the age groups of 31-40 years, 5.9% of the respondents are in the age group of
41-55 years and 1.5% of the people in the age group of 55 years and above
respectively in Samsung mobiles.
respondents belong to the age group of 18- 20 years, 17.3% of the respondents are in
the age groups of 31-40 years and 5.5% of the respondents are in the age group of
41-55 years in Reliance mutual fund.
Table 4.4 Comparative Educational Qualification Demographics on basis of

Facebook Pages viewed pertaining to Respondents of the Research Study

High School 8 4.2
Diploma 13 6.3
Bachelors Degree 151 76.0
Westside Valid
Masters Degree 24 11.5
Doctorate Degree 4 2.1
Total 200 100.0
High School 9 4.4
Diploma 22 10.1
Kalyan Bachelors Degree 107 52.5
Valid
Jewellers Masters Degree 55 25.3
Total 210 100.0
High School 8 3.7
Diploma 13 5.9
Samsung Bachelors Degree 113 56.6
Mobile Valid
Phones
Total 205 100.0
High School 114 56.7
Diploma 11 5.5
Reliance Bachelors Degree 19 10.2
Mutual Valid
Funds
Total 202 100.0
34
It is evident from the above table (Table 4.4) that 76.1% of the respondents
who viewed Westside facebook page are having Bachelors degree, 11.5% of the
respondents who viewed Westside facebook page possess master’s degree, 4.2% of
the respondents who viewed Westside facebook page are pursuing high school and
6.3% of the respondents who viewed Westside facebook page are pursuing diploma
and 2.1% are pursuing doctorate degree.
52.5% of the respondents who viewed Kalyan Jewellers facebook page are
having Bachelors degree, 25.3% of the respondents who viewed Kalyan Jewellers
facebook page possess master’s degree, 4.4% of the respondents who viewed
Kalyan Jewellers facebook page are pursuing high school and 10.1% of the
respondents who viewed Kalyan Jewellers facebook page are pursuing diploma and
7.6% are pursuing doctorate degree.
56.6% of the respondents are having Bachelors degree who viewed Samsung
mobiles facebook page, 28.7% of the respondents who viewed Samsung mobiles
Samsung mobiles facebook page are pursuing high school and 5.9% of the
35
respondents are pursuing diploma and 5.1% are pursuing doctorate degree.
10.2% of the respondents who viewed Reliance mutual fund facebook page
are having Bachelors degree, 24.4% of the respondents who viewed Reliance mutual
fund facebook page possess master’s degree, 56.7% of the respondents who viewed
Reliance mutual fund facebook page are pursuing high school and 5.5% of the
respondents who viewed Reliance mutual fund facebook page are pursuing diploma
36
Table 4.5 Comparative Family Income Demographics on basis of Facebook
Pages viewed pertaining to Respondents of the Research Study

0-4 Lakhs 96 49.0
4- 8 Lakhs 69 34.4
Westside Valid 8-12 Lakhs 30 14.6
12-6 Lakhs 5 2.1
Total 200 100.0
0-4 Lakhs 98 46.8
4- 8 Lakhs 71 34.2
8-12 Lakhs 32 15.2
Kalyan Jewellers Valid 12-6 Lakhs 4 1.9
16-20 Lakhs 4 1.3
20 and above 1 .6
Total 210 100.0
0-4 Lakhs 65 32.4
4-8 Lakhs 70 33.8
8-12 Lakhs 27 13.2
Samsung Mobile 12-16 Lakhs 17 8.1
Valid
Phones
16-20 Lakhs 20 9.6
20 and above 6 2.9
Total 205 100.0
0-4 Lakhs 137 67.7
4- 8 Lakhs 24 11.8
8-12 Lakhs 14 7.1
Reliance Mutual 12-6 Lakhs 2 1.6
Valid
Funds
16-20 Lakhs 14 7.1
20 and above 11 4.7
Total 202 100.0
Table 4.5 indicates that 49.0% of the respondents who viewed Westside
facebook page. Have a family income of 0-4 lakhs per annum, 34.4% of the
respondents who viewed Westside facebook page have a family income of 4-8 lakhs
per annum, 14.6% of the respondents who viewed Westside facebook page have a
family income of 8-12 lakhs per annum, 2.1% of the respondents who viewed
Westside facebook page have a family income of 12-16 lakhs per annum.
37
46.8% of the respondents who viewed Kalyan Jewellers facebook page have
a family income of 0-4 lakhs per annum, 34.2% of the respondents who viewed
Kalyan Jewellers facebook page, have a family income of 4-8 lakhs per annum,
15.2% of the respondents who viewed Kalyan Jewellers facebook page have a
Kalyan Jewellers facebook page have 12-16 lakhs per annum 1.3% of the
respondents who viewed Kalyan Jewellers facebook page have a family income of
16-20 lakhs per annum and 0.6% of the respondents who viewed Kalyan Jewellers
facebook page have a family income of Rs 20 lakhs per annum and above.
32.4% of the respondents who viewed Samsung mobile facebook pages have
Samsung mobile facebook pages have a family income of 4-8 lakhs per annum,
13.2% of the respondents who viewed Samsung mobile facebook pages have a
Samsung mobile facebook pages, have an income of 12-16 lakhs per annum, 9.6%
of the respondents who viewed Samsung mobile facebook pages have a family
income of 16-20 lakhs per annum and 2.1% of the respondents who viewed
Samsung mobile facebook pages have a family income of Rs 20 lakhs per annum
and above.
67.7% of the respondents who viewed Reliance mutual fund facebook pages
have a family income of 0-4 lakhs per annum, 11.8% of the respondents who viewed
Reliance mutual fund facebook pages have a family income of 4-8 lakhs per annum,
7.1% of the respondents who viewed Reliance mutual fund facebook pages have a
Reliance mutual fund facebook pages have an income of 12-16 lakhs per annum
family income of 16-20 lakhs per annum, and 4.7% of the respondents who viewed
Reliance mutual fund facebook pages have a family income of Rs 20 lakhs per
annum and above.
38
Table 4.6 Comparative Employment Status on basis of Facebook Pages viewed
pertaining to Respondents of the Research Study

Student 56 28.1
Westside Valid Housewife 13 6.3
Freelancer 7 2.1
Others 6 3.1
Total 200 100.0
Pensioner 3 1.3
Student 13 6.3
Kalyan
Valid
Jewellers Housewife 54 25.9
Freelancer 7 3.8
Others 5 1.9
Total 210 100.0
Pensioner 16 7.4
Samsung Student 70 37.5
Valid
Mobile Phones
Housewife 31 12.5
Freelancer 3 1.5
Total 205 100.0
Student 16 7.9
Reliance Housewife 6 3.1
Valid
Mutual Funds
Freelancer 35 17.3
Others 62 30.7
Total 202 100.0
39
Table 4.6 indicates that 47.9% of the respondents who viewed Westside
facebook page work for the Company, 28.1% of the respondents who viewed
Westside facebook page are students, 6.3% of the respondents who viewed Westside
facebook page are housewives 12.5% of the respondents who viewed Westside
facebook page are self-employed 3.1% of the respondents who viewed Westside
facebook page belong to Others Category and 2.1% belong to freelancers category.
49.4% of the respondents who viewed Kalyan Jewellers facebook page

work for the Company, 6.3% of the respondents who viewed Kalyan Jewellers
facebook page are students, 25.9% of the respondents who viewed Kalyan Jewellers
facebook page are housewives 11.4% of the respondents who viewed Kalyan
Jewellers facebook page are self-employed 1.9% of the respondents who viewed
Kalyan Jewellers facebook page belong to Others Category and 3.8% belong to
freelancers category.
34.6% of the respondents who viewed Samsung mobiles facebook page

work for the Company, 37.1% of the respondents who viewed Samsung mobiles
facebook page are students, 12.5% of the respondents who viewed Samsung mobiles
facebook page are housewives 6.6% of the respondents who viewed Samsung
mobiles facebook page are self-employed and 1.5% belong to freelancers category.
40
CHAPTER – 5
SUMMARY AND
CONCLUSIONS
41
CHAPTER 5
SUMMARY OF FINDINGS AND DISCUSSION
This chapter discusses the summary and findings of our study.
5.1 PROFILE OF THE RESPONDENTS
5.1.1 Age of the Respondents
are in the age groups of 31-40 years, 11.5% of the respondents are in the age group
respectively viewed Westside facebook page.
are in the age groups of 31-40 years 12.7% of the respondents are in the age group
respectively viewed Kalyan jewellers facebook page.
are in the age groups of 31-40 years, 5.9% of the respondents are in the age group of
41-55 years and 1.5% of the people in the age group of 55 years and above
respectively viewed Samsung mobiles facebook page.
respondents belong to the age group of 18-20 years, 17.3% of the respondents are in
the age groups of 31-40 years and 5.5% of the respondents are in the age group of
41-55 years respectively who viewed Reliance mutual fund facebook page.
Overall, half (49.7%) of the respondents are in the age group of 21-30 years,
22.8% of the respondents belong to the age group of 18-20 years and 17.4% of the
respondents are in the age groups of 31-40 years, 8.9% of the respondents are in the
42
age group of 41-55 years and 1.2% of the people in the age group of 55 years and
above respectively.
5.1.2 Gender of the Respondents
43.8% of the respondents belong to male category and 56.3% of the

respondents belong to female category respectively who viewed Westside facebook
page, 51.9% of the respondents belong to male category and 48.1% of the
respondents belong to female category respectively who viewed Kalyan jewellers
facebook page 43.4% of the respondents belong to male category and 56.6% of the
respondents belong to female category respectively who viewed Samsung mobiles
facebook page, 77.2% of the respondents belong to male category and 22.8% of the
respondents belong to female category respectively who viewed Reliance mutual
funds facebook page. Overall 54.4% were male respondents and 46.6% were female
respondents respectively.
5.1.3 Educational Qualification of the Respondents
76.1% of the respondents who viewed Westside facebook page are having
Bachelors degree, 11.5% of the respondents who viewed Westside facebook page
possess master’s degree, 4.2% of the respondents who viewed Westside facebook
page are pursuing high school and 6.3% of the respondents who viewed Westside
facebook page are pursuing diploma and 2.1% are pursuing doctorate degree 52.5%
of the respondents who viewed Kalyan Jewellers facebook page are having
Bachelors degree, 25.3% of the respondents who viewed Kalyan Jewellers facebook
page possess master’s degree, 4.4% of the respondents who viewed Kalyan
Jewellers facebook page are pursuing high school and 10.1% of the respondents
who viewed Kalyan Jewellers facebook page are pursuing diploma and 7.6% are
pursuing doctorate degree.
56.6% of the respondents are having Bachelors degree who viewed Samsung
mobiles facebook page, 28.7% of the respondents who viewed Samsung mobiles
43
Samsung mobiles facebook page are pursuing high school and 5.9% of the
respondents are pursuing diploma and 5.1% are pursuing doctorate degree.
are having Bachelors degree, 24.4% of the respondents who viewed Reliance mutual
fund facebook page possess master’s degree, 56.7% of the respondents who viewed
Reliance mutual fund facebook page are pursuing high school and 5.5% of the
respondents who viewed Reliance mutual fund facebook page are pursuing diploma
Overall, 47.1% of the respondents are having Bachelors degree, 23.4% of the
respondents possess master’s degree, 17.0% of the respondents are pursuing high
school and 7.2% of the respondents are pursuing diploma and 4.8% are pursuing a
doctorate degree.
5.1.4 Family Income of the Respondents
49.0% of the respondents who viewed Westside facebook page.have a family

income of 0-4 lakhs per annum, 34.4% of the respondents who viewed Westside
facebook page.have a family income of 4-8 lakhs per annum, 14.6% of the
respondents who viewed Westside facebook page have a family income of 8-12
lakhs per annum, 2.1% of the respondents who viewed Westside facebook page have
a family income of 12-16 lakhs per annum.
46.8% of the respondents who viewed Kalyan Jewellers facebook page have
Kalyan Jewellers facebook page, have a family income of 4-8 lakhs per annum,
15.2% of the respondents who viewed Kalyan Jewellers facebook page have a
Kalyan Jewellers facebook page have 12-16 lakhs per annum 1.3% of the
respondents who viewed Kalyan Jewellers facebook page have a family income of
16-20 lakhs per annum and 0.6% of the respondents who viewed Kalyan Jewellers
facebook page have a family income of Rs 20 lakhs per annum and above.
44
32.4% of the respondents who viewed Samsung mobile facebook pages have
Samsung mobile facebook pages have a family income of 4-8 lakhs per annum,
13.2% of the respondents who viewed Samsung mobile facebook pages, have a
Samsung mobile facebook pages, have 12-16 lakhs per annum, 9.6% of the
respondents who viewed Samsung mobile facebook pages have a family income of
16-20 lakhs per annum and 2.1% of the respondents who viewed Samsung mobile
facebook pages have a family income of Rs 20 lakhs per annum and above.
67.7% of the respondents who viewed Reliance mutual fund facebook pages
have a family income of 0-4 lakhs per annum, 11.8% of the respondents who viewed
Reliance mutual fund facebook pages, have a family income of 4-8 lakhs per annum,
Reliance mutual fund facebook pages have 12-16 lakhs per annum 7.1% of the
respondents who viewed Reliance mutual fund facebook pages have a family
income of 16-20 lakhs per annum,and 4.7% of the respondents who viewed Reliance
mutual fund facebook pages have a family income of Rs 20 lakhs per annum and
above.
5.1.5 Employment Status of the Respondents
47.9% of the respondents who viewed Westside facebook page work for the
Company, 28.1% of the respondents who viewed Westside facebook page are
students, 6.3% of the respondents who viewed Westside facebook page are
housewives 12.5% of the respondents who viewed Westside facebook page are self-
employed 3.1% of the respondents who viewed Westside facebook page belong to
Others Category and 2.1% belong to freelancers category.
49.4% of the respondents who viewed Kalyan Jewellers facebook page

work for the Company, 6.3% of the respondents who viewed Kalyan Jewellers
facebook page are students, 25.9% of the respondents who viewed Kalyan Jewellers
facebook page are housewives 11.4% of the respondents who viewed Kalyan
45
Jewellers facebook page are self-employed 1.9% of the respondents who viewed
Kalyan Jewellers facebook page belong to Others Category and 3.8% belong to
freelancers category.
34.6% of the respondents who viewed Samsung mobiles facebook page work
for the Company, 37.1% of the respondents who viewed Samsung mobiles facebook
page are students, 12.5% of the respondents who viewed Samsung mobiles facebook
page are housewives 6.6% of the respondents who viewed Samsung mobiles
facebook page are self-employed and 1.5% belong to freelancers category.
work for the Company, 7.9% of the respondents who viewed Reliance mutual fund
facebook page are students, 3.1% of the respondents who viewed Reliance mutual
fund facebook page are housewives 6.3% of the respondents who viewed Reliance
mutual fund facebook page are self-employed 30.7% of the respondents who viewed
Reliance mutual fund facebook page belong to Others Category and 17.3% belong
to freelancers category.
5.2 FINDINGS AND DISCUSSION PERTAINING TO INFLUENCE OF

DEMOGRAPHIC VARIABLES ON SOCIAL MEDIA VARIABLES,
RELATIONSHIP MARKETING VARIABLES AND PURCHASE AND
LOYALTY INTENTION
This study was undertaken to achieve the following Objective.
Objective 1: Investigate the effect of demographic characteristics (i.e. age,

gender, income level, and education level) on the social media variable, relationship
marketing variables and Purchase and loyalty intentions.
To achieve this objective, the corresponding hypotheses was framed.
46
Hypotheses H1: There is a significant influence of Demographic variables
on Social media variables, Relationship marketing variables and Purchase
and Loyalty intention.
This Hypotheses was further divided to sub hypotheses (1.1.1.1 to 1.4.3.2) to

enable statistical testing. One way analysis of variance test was used using SPSS 20
software. The results are tabulated in Table 5.1 given below.
Table 5.1 Table showing Consolidated Findings of One Way Analysis of

Variance, S-Supported NS –Not supported
Relationship marketing Customer

Social media variables
variables intentions
ent Cust Int wom trend Trust comm bond resp PI LI
Age Westside NS S S NS S NS S NS NS NS NS
(Hypotheses KJ NS S NS NS S NS S NS S NS NS
1.1.1.1 to SM NS NS NS NS S NS NS NS S NS NS
1.1.3.2) RMF S S NS NS NS NS S NS S NS NS
Overall NS S NS NS S NS S NS NS NS NS
Westside NS NS NS NS NS NS NS NS NS NS NS
Gender KJ NS NS NS NS NS NS NS NS NS NS NS
(Hypotheses SM NS NS NS NS NS S NS NS NS NS NS
1.2.1.1 to
1.2.3.2) RMF NS NS NS NS NS NS S NS NS NS NS
Overall NS NS NS NS NS NS NS NS NS NS NS
Westside NS NS S NS NS NS NS NS NS NS NS
Income
(Hypotheses KJ NS S S NS NS NS NS NS NS NS NS
1.3.1.1 to SM NS NS S NS NS NS NS NS NS NS NS
1.3.3.2) RMF NS S NS NS NS NS NS NS NS NS NS
Overall NS S S NS NS NS NS NS NS NS NS
Westside S NS NS NS S S S NS S S S
Education KJ S S NS NS NS S NS NS NS S NS
(Hypotheses SM NS NS NS NS NS S S NS S S S
1.4.1.1 to
1.4.3.2) RMF S S NS S S NS NS NS NS NS NS
Overall S S NS S S S S NS S S S
47
5.2.1 Findings Pertaining to Influence of Age of the Respondents versus
Social Media Marketing Pages and its Dimensions, Relationship
Marketing variables and Purchase and Loyalty Intention
5.2.1.1 Findings Pertaining to Influence of Age on Social Media Variables
As shown in table 5.1, there is no significant variation in perception of

content offering Entertainment on all groups on an average except in mutual fund
category among different age groups on an average. The post hoc tests revealed that
the viewers of reliance mutual fund belonging to age group of 18-20 years alone
differ significantly in their perception on the content offering entertainment. So
H1.1.1.1 is overall rejected.
There is significant variation in perception of content offering Customisation

in all groups except Samsung mobiles among different age groups on an average.
The post hoc tests indicate that the people belonging to the age group 18-20 years
perceive that social media pages offer customised information than other age groups
in all the groups vis-à-vis clothing, jewellery and mutual funds. So H1.1.1.2 is
accepted.
There is no significant variation in perception of content offering

opportunity to interact in all groups on an average except in clothing category
among different age groups. The post hoc tests revealed that the viewers of
Westside facebook page belonging to age group of 18-20 years and 21-30 years
differ significantly in their perception of the content offering opportunity to interact.
So H1.1.1.3 is rejected.
There is no significant variation in perception of content offering the

opportunity to word-of-mouth in all groups among different age groups on an
average. So H1.1.1.4 is rejected.
There is significant variation in perception of content perceived to be trendy

in all groups except Mutual funds among different age groups on an average. The
post hoc tests indicate that the people belonging to age group 18-20 years and 21-30
years perceive that social media pages offer customised information than other age
48 and mobile phones. So H1.1.1.5 is
groups in the groups clothing, jewellery
accepted.
CONCLUSION
In conclusion, this study has delved deeply into the multifaceted realm of social media
marketing and its profound influence on customer behavior. Through rigorous analysis and
examination, several key insights have emerged, shedding light on the dynamics and
nuances inherent in this dynamic field.
Firstly, our exploration into the role of various social media platforms, including
Facebook, Instagram, Twitter, and LinkedIn, has underscored their pivotal role in shaping
customer behavior. Each platform offers unique opportunities and challenges for
marketers, requiring tailored strategies to effectively engage with diverse audiences. From
the visually immersive landscape of Instagram to the professional networking environment
of LinkedIn, understanding the distinct characteristics of each platform is paramount in
crafting successful social media marketing campaigns.
Furthermore, our investigation has identified a plethora of social media marketing tactics
that wield significant influence over customer behavior. Whether it be compelling content
creation, targeted advertising campaigns, strategic influencer collaborations, or fostering
user-generated content, businesses must leverage a multifaceted approach to resonate with
their target audience effectively. Moreover, our findings emphasize the importance of
authenticity and transparency in social media marketing efforts, as customers increasingly
gravitate towards brands that embody genuine values and foster meaningful connections.
Additionally, demographic factors, geographical location, and customer interests have

emerged as critical determinants of social media marketing effectiveness. Tailoring
marketing strategies to resonate with specific demographic segments and geographical
regions is imperative in maximizing engagement and conversion rates. Moreover,
harnessing customer insights and preferences to inform content creation and campaign
strategies is essential in fostering relevance and resonance in an increasingly saturated
digital landscape. 49
Our examination of key trends and developments in social media marketing has
highlighted the rapid evolution of this dynamic field. From the rise of ephemeral content
and influencer marketing to the growing importance of social commerce and community-
building initiatives, businesses must remain agile and adaptive to capitalize on emerging
opportunities and stay ahead of the curve.
Furthermore, our exploration of metrics and indicators for assessing social media
marketing effectiveness has underscored the importance of holistic measurement
frameworks. While metrics such as reach, engagement, conversion rates, and brand
sentiment provide valuable insights into campaign performance, businesses must also
consider qualitative factors such as brand affinity and customer loyalty in evaluating long-
term success.
Finally, our analysis of challenges and limitations in leveraging social media marketing to
influence customer behavior has revealed a myriad of obstacles facing businesses in this
endeavor. From navigating algorithmic changes and platform policies to combating
misinformation and managing crises, marketers must navigate a complex landscape
fraught with uncertainty and volatility. However, by adopting a proactive and data-driven
approach, businesses can mitigate risks and capitalize on opportunities to drive meaningful
engagement and foster lasting connections with their target audience.
In summation, this study serves as a comprehensive exploration of the role of social media
marketing in influencing customer behavior. By elucidating key insights, identifying
emerging trends, and offering actionable recommendations, this research aims to empower
businesses to navigate the evolving digital landscape with confidence and efficacy. As
social media continues to reshape the marketing landscape, embracing innovation and
agility will be paramount in harnessing its transformative potential to drive meaningful
business outcomes.
50
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54
APPENDIX I
A QUESTIONNAIRE FOR THE DIFFERENT COMPANY

SEGMENTS
Looking at Company’s activity on the facebook page currently installed on your

machine, please indicate the extent to which you agree or disagree with the
following statements:
SD = Strongly Disagree
D = Disagree
N = Neutral
A = Agree
SA = Strongly Agree
SOCIAL MEDIA VARIABLES
SD D N A SA
ENTERTAINMENT
1 The contents found on Company’s facebook page
seem to be interesting
2 It is exciting to use Company’s facebook page
3 It is fun to collect information using Company’s
facbook page
4 It is easy to kill time using Company’s facebook
page
CUSTOMISATION
5 It is possible to get customized (information
relevant to you) on Company’s facebook page
6 Company’s facebook page provide customized
services
7 Company’s facebook page provide lively feed
information, that I am interested in.
8 It is easy to use Company’s facebook page
55
SD D N A SA
9 Company’s facebook page can be used anytime
anywhere
INTERACTION
10 It is easy to convey my opinion through Company’s
facebook page.
11 It is possible to exchange opinions with others
using Company’s facebook page.
12 It is possible to do two way interaction through.
Company’s facebook page
13 It is possible to share information with other users
through Company’s facebook page
WORD OF MOUTH
14 I would like to pass information about products
using Company’s facebook page
15 I would lke to upload contents from Company’s
facebook page on my blog or microblog
16 I would like to share opinions about Company’s
product and services on facebook page with my
acquaintances
TREND
17 It is leading fashion to use Company’s facebook
page
18 Contents found on Company’s facebook page are
upto date
TRUST
19 I believe the content in Company’s facebook page
20 I feel that the content given in Company’s
facebook page is accurate
21 I feel that content in Company’s facebook page is
fair
22 I feel that Company will meet my expectation
23 I feel confident about Company
56
SD D N A SA
24 I feel Company will never disappoint me
25 I feel that Company would be honest and sincere in
addressing my concerns
26 I feel that Company would make any effort to
satisfy me.
27 I feel that Company would compensate me in some
way to solve the problem if at all I have with my
purchase
57

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Role of Social Media Marketing activities in influencing

Intentions: A perspective of a new emerging era”

Submitted to the Uttaranchal University in partial fulfillment of the requirements for

MASTER OF BUSINESS ADMINISTRATION

(Enrollment No.: ---------------------------------------)

Under the guidance of

Guide Name with Designation

UTTARANCHAL INSTITUTE OF MANAGEMENT

UTTARANCHAL UNIVERSITY, DEHRADUN

S.NO TOPIC PAGE

Today’s Business landscape is characterised by Social media proliferation.

1.1 SOCIAL MEDIA

Social media is a phenomenon that has transformed the interaction and

1.1.2 Social Media usage in India

Social media usage in India increased in leaps and bounds, as number of

This level of engagement has led to an increase in the awareness level of

1.1.3 Social Media Marketing in India

According to the report Social Media Marketing - India Trends Study, by

1.1.4 Marketing on Facebook-The Most Popular Social Network Site

Marketing effects estimate the impact from businesses’ use of Facebook

Therefore the present study was decided to be done on facebook platform.

1.2 THEORIES OF SOCIAL MEDIA

1.2.1 Public Relations Model

James Grunig conducted a vast amount of research focused on professional,

Research by Grunig et al. (1995) provides a good summary of the four

Grunig and Grunig (1998) acknowledged

1.2.1.1 Increasing Acceptance of Digital Technology

Technology has become an inevitable part of consumer lifestyles. The

1.3 CUSTOMER INTENTIONS

Many studies provide more understanding about the antecedent factors of

The above discussion clearly indicates

Yet studies regarding as to what content of facebook pages have the

Therefore, the present study proposes the necessity of identifying and

1.4 PROBLEM STATEMENT

According to Social Media Marketing - India Trends Study, Social media

Though statistics show that Social media in general and facebook, in

This chapter reviews the recent literature on social media marketing,

2.1 Social media

2.2 Relationship marketing

2.3 Customer intention

2.4 Identification of research gaps

2.5 The proposed model.

2.6 The research questions

2.1 SOCIAL MEDIA

2.1.1 Definitions of Social Media and Social Networking Sites

The Merriam-Webster Dictionary defines social media as “forms of

Rheingold (1993) postulates social media to be the “social aggregations that

2.1.2 Definition of Social Media Marketing

We define Social media marketing as the set of applications that provide

2.1.3 Studies Relating to Social Media Marketing and its Outcomes

Advertising Research Foundation (ARF) in March 2006, conjunction with

Gallup, a consulting firm used 11 questions to measure rational as well as

Higgins (2006), considers engagement as the second source of experience

Calder and Malthouse (2008) discuss the concept of media engagement,

Chaffey (2008) suggested that Marketers on Social media should suitably

Vandoorne et al. (2010), defined customer engagement behaviours (CEB as

Kumar et al. (2010) proposed four components of a customer’s engagement

Brodie et al. (2011b) adopt netnographic methodology to explore how social

2.3 RESEARCH QUESTIONS

1. How do different social media platforms, such as Facebook, Instagram, Twitter,

2. What types of social media marketing tactics, including content creation,

3. How do demographic factors, geographical location, and customer interests

2.4 OBJECTIVES OF THE STUDY