SUMMER INTERNSHIP PROJECT

THE IMPACT OF SOCIAL MEDIA USES ON MARKETING

ACTIVITIES

PRESENTED BY:

Vigneshwari Eswaran - 209

PROBLEM STATEMENT

To study the impact of social media uses on

marketing activities at Cinewingz Creations
RESEARCH OBJECTIVES

• To study customer perception towards social networking sites.

• To study the impact of communication through social networking
sites among users (with respect to Facebook, Instagram)
• To study the effect of brand marketing through social networking
sites.
HYPOTHESIS
• Hypothesis Set 1:
H0: There is no impact of social media marketing on customer perception.
H1: There is a significant impact of social media marketing on customer
perception.

• Hypothesis Set 2:
H0: The influence of communication through social networking sites among
users is not much
H1: The influence of communication through social networking sites among
users is significant.

• Hypothesis Set 3:
H0: Brand marketing via social networking sites doesn’t help to acquire
customers to a great extent.
H1: Brand marketing via social networking sites does help to acquire customers
to a great extent.
RESEARCH DESIGN

 The research design will be combination of Descriptive research and

Exploratory research.
SAMPLING

• SAMPLE SIZE:
The sample size estimated here is 120 respondents.
• SAMPLING METHOD: NON-PROBABILITY sampling
• SAMPLE PROCEDURE: QUOTA SAMPLING
• DETAILS OF SAMPLE SIZE:
TARGET SAMPLE:People who use social networking sites
AGE GROUP:People included in sample belongs to 20-40 years &
above
CALCULATION OF THE SAMPLE SIZE

E= 5%
Z= 95%
S=0.577
n= (Z*S/E)*(Z*S/E)

n= (0.95*0.577/0.05)*(0.95*0.577/0.05)
= 120
PRIMARY DATA COLLECTION

• DATA COLLECTION METHOD:-

Collection method:- Survey
Instrument:- Questionnaire
Contact method:- Face to face
DATA ANALYSIS
 Age group of respondents Education Qualification
Particulars % of respondents No. of respondents
Age % of respondents No. of respondents

Under Graduate 22.5% 27

10-20 11.7% 14

Graduate 38.3% 46
20-30 76.7% 92

Post Graduate 28.3% 34

30-40 7.5% 9

4.1% Working 10.8% 13

40 Above 5
 What is your opinion on Social
Do you find social media useful?
Media?

Particulars % of respondents No. of respondents

Particulars % of respondents No. of respondents

Great tool for 69.8% 81

communicating
Yes 81.5% 97

No Negative impact on
1.7% 2 society
8.6% 10

Social media is addictive

Maybe 16.8% 20
36.2% 42
 Are you aware of social networking How often do you log in on these
sites? networking sites?

Particulars % of respondents No. of respondents

Particulars % of respondents No. of respondents

Once a day 26.1% 31

Yes 90% 108 2-3 times/day

36.1% 43

Always logged in
No 10% 12 37.8% 45
 Which social networking sites are you Which social networking site do you
most familiar with? find easy to communicate?

Particulars % of respondents No. of respondents Particulars % of respondents No. of respondents

Facebook 50.9% 59
Facebook 40.3% 48

Instagram
Instagram 30.2% 35
42% 50

Twitter
5.2%
Twitter
3.4% 4
6
Others 14.3% 17 Other (Whatsapp) 8.3% 10
 Which one do you think is the most Have you accessed the ads that appear
effective social networking site for while you're using a social networking
online marketing? site?

Particulars % of respondents No. of respondents Particulars % of respondents No. of respondents

Facebook 65.5% 74 Often 15.1% 39

Instagram Sometimes

47.8% 54 32.8% 22

Twitter Never

15.9% 18 18.5% 18

Other (Whastapp) 5% 6 Depend on the ads 33.6% 40

 Do you follow your favourite brands
Which social networking site will you
on social networking sites like
use to market your brand?
Facebook, Instagram, twitter?

Particulars % of respondents No. of respondents

Particulars % of respondents No. of respondents
Facebook 69% 78

Instagram

50.4% 57 Yes 89.2% 107

Twitter

16.8% 19 No
Other 3.3% 4 10.8% 13
Particulars % of respondents No. of respondents

Just because you like that 38.9% 42

brand

You are very keen to 62%

know about their new
67
offerings

To know how good they 32.4% 36

are in marketing
HYPOTHESIS TESTING

• H0: There is no impact of social media marketing on customer

perception.
• H1: There is a significant impact of social media marketing on
customer perception
From, this graph we accept H1 and reject H0
HYPOTHESIS TESTING

• H0: The influence of communication through social networking sites

among users is not much.
• H1: The influence of communication through social networking sites
among users is significant
From, these graphs we accept H1 and reject H0
HYPOTHESIS TESTING

• H0: Brand marketing via social networking sites doesn’t help to acquire customers to a
great extent
• H1: Brand marketing via social networking sites does help to acquire customers to a
great extent
From, these graphs we accept H1 and reject H0
FINDINGS

• It is observed that 81.5% of the sample population find social media

useful, while 16.8% might find social media useful, and only 1.7%
don’t find social media useful.

• It is observed that 69.8% of the sample population find social media

as a great tool for communicating, while 36.2% find social media is
addictive, and 8.6% find social media has a negative impact on society.

• It is observed that 37.8% of the sample population are always logged

in on social networking sites, while 36.1% log in 2-3 times a day, and
26.1% log in only one time in a day.
• It is observed that 40.13% of the sample population find social media
as a great tool for communicating, while 36.2% find social media is
addictive, and 8.6% find social media has a negative impact on society

• It is observed that 50.9% of the sample population find Facebook most

easy to communicate, while 30.2% find Instagram most easy to
communicate, and 8.3% find Whatsapp most easy to communicate and
only 5.2% find twitter as most easy to communicate

• It is observed that 62% follow their favourite brands on social

networking sites because they are keen to know about their new
offerings, 38.9% follow their favourite brands on social networking
sites just because they like that brand and 32.4% follow their favourite
brands on social networking sites to know how good they are in
marketing.
CONCLUSIONS

• The customer perception towards social media marketing is positive.

• The impact of communication through social networking sites
among users is high.
• Customers are gained through brand marketing via social
networking sites
THANK YOU