PRESENTATION

ON

SUMMER RESEARCH PROJECT

The influence of perceived social media marketing activities on

Brand Loyalty.
Effect of Brand consciousness, Value consciousness and Social
media personalization on Brand Loyalty.

BY-: AMAN MITTAL, GM19018

PGDM TERM III
 INTRODUCTION
• Social media consists of many websites and application which
allows people to share content Quickly, efficiently and in real
time.

• As of Jan 2020, total number of active social media users are

3.80 billion, social media penetration (users vs. total population)
is 49%. There is an annual growth of 9.2% in total number of
social media users. 99% of total social media users accessing via
mobile.

• Total population of the world is 7.75 billion of which urbanised

are 55%. 5.19 billion are unique mobile phone users and
penetration is 67%. Total internet users are 4.54 billion and
penetration is 59%. Total active social media users are 3.80
billion of which penetration is 49%.
• As of Jan 2020 in world’s most used social platform Facebook is
on the top with 2449 million monthly active users, active users
account, advertising audiences or unique monthly visitors.
Followed by youtube with 2000 million users.

• 89% of the marketers use Facebook in their brand marketing

efforts.

• Facebook use among US marketers slightly increased from 86.3%

in 2018 to 86.8% I 2019. This number will likely to reach 87.1% in
2020.

• In India social media penetration is 27% in 2020 it is expected to

grow to 29% in 2021, 30% in 2022 and 31% in 2023.
 OBJECTIVES AND HYPOTHESIS

RO1: To know whether there is any impact of social media

marketing activities on Brand Loyalty.

RO2: To explain the impact of Brand Consciousness, Value

Consciousness, Social Media Personalization on Brand Loyalty.
H1: Perceived social media marketing has a positive effect on
Brand Loyalty.

H2: Perceived social media marketing has a positive effect on

Brand Consciousness.

H3: Perceived social media marketing has a positive effect on

Value Consciousness.

H4: Brand consciousness has significant impact on Brand

Loyalty.

H5: Value consciousness has significant impact on Brand

Loyalty .

H6: Social media personalisation has significant impact on

Brand Loyalty.
 LITERATURE REVIEW
• Social media marketing is a broad category where we advertise,
we spend using networks. We can take reviews generated by
users, podcasts, games etc can be used as a medium to reach out
to a specific audience.

• Social media has become a hub for promoting goods and services
through which marketers can communicate with the customers. It
has become a two way channel which engages more customers.

• Customer can get relevant information about the brands, they can
speak out about their satisfaction level regarding the brand. If the
feedback of customer towards the brand is positive then it forms a
relationship between the brands and the customer and when
through the social media strong consumer-brand relationship is
estimated then it leads to brand loyalty.
• Before you begin creating social media marketing campaigns,
consider your business’s goals. Starting a social media marketing
campaign without a social strategy in mind is like wandering
around a forest without a map—you might have fun, but you'll
probably get lost.

• Here are some questions to ask when defining your social media
marketing goals:
 What are you hoping to achieve through social media
marketing?
 Who is your target audience?
 Where would your target audience hang out and how would
they use social media?
 What message do you want to send to your audience with
social media marketing?
 RESEARCH METHODOLOGY

This survey has been done on 200 respondents through the

questionnaire where the demographics taken are age, occupation,
education and gender . Use of SPSS software has been done in
analysing the data and the technique that has been used is
Correlation.
 DATA ANALYSIS
Perceived social media marketing has a positive effect on Brand Loyalty.

Correlations
MEANSM MEANBL

1 .672**
Pearson Correlation
MEANSM
Sig. (2-tailed) .000

N 119 119
.672** 1
Pearson Correlation
MEANBL
Sig. (2-tailed) .000

N 119 119
**. Correlation is significant at the 0.01 level (2-tailed).

Now because there is a positive effect that means people are getting
interesting content on social media about the brand they are considering
to buy. When they are using social media to search for information about
the brand they are considering to buy they are finding it very trendy. Also
they like to pass along information on brand products, or services from
social media to their friends and all these things making them loyal to the
particular brand. This is making them stick with the brand they usually buy,
they are confident in a brand they always buy and they consider
themselves loyal to one brand of product.
 Perceived social media marketing has a positive effect on Brand Consciousness.
Correlations

MEANSM MEANBC

Pearson Correlation 1 .755**

MEANSM Sig. (2-tailed) .000

N 119 119

Pearson Correlation .755** 1

MEANBC Sig. (2-tailed) .000

N 119 161

**. Correlation is significant at the 0.01 level (2-tailed).

Now because there is a positive effect that means people are getting interesting
content on social media about the brand they are considering to buy. When
they are using social media to search for information about the brand they are
considering to buy they are finding it very trendy. Also they like to pass along
information on brand products, or services from social media to their friends
and all these things making them conscious to the particular brand. All these are
making them paying attention to the brand names of the product they buy,
sometimes they are willing to pay more money for products because of its
brand name, they are thinking that branded products that cost a lot of
money are good quality. Brand names tell them something about the quality
of the products.
 Perceived social media marketing has a positive effect on Value Consciousness.
Correlations

MEANSM MEANVC

Pearson Correlation 1 .775**

MEANSM Sig. (2-tailed) .000

N 119 119

Pearson Correlation .775** 1

MEANVC Sig. (2-tailed) .000

N 119 119

**. Correlation is significant at the 0.01 level (2-tailed).

Now because there is a positive effect that means people are getting interesting
content on social media about the brand they are considering to buy. When
they are using social media to search for information about the brand they are
considering to buy they are finding it very trendy. Also they like to pass along
information on brand products, or services from social media to their friends
and all these things making them conscious about the value they are getting from
the brand they are using. All of these factors making them concerned about low
prices but they all are equally concerned about product quality, people
compare prices of different brands to be sure that they get best value of
money, when purchasing the product they always try to maximize the quality
they get the money they spend.
 Brand consciousness has significant impact on Brand Loyalty.

Correlations

MEANBL MEANBC

1 .546**
Pearson Correlation

.000
MEANBL Sig. (2-tailed)

N 119 119

.546** 1
Pearson Correlation

.000
MEANBC Sig. (2-tailed)

119 161
N

**. Correlation is significant at the 0.01 level (2-tailed).

Now because there is the positive significant impact of Brand consciousness on

Brand loyalty that means people are paying attention to the brand names of the
product they buy, Sometimes they are willing to pay more money for
products because of its brand name, Brand names tell them something about
the quality of the products. And all these things making them loyal to the
particular brand. This is making them stick with the brand they usually buy,
they are confident in a brand they always buy and they consider themselves
loyal to one brand of product.
 Value consciousness has significant impact on Brand Loyalty

Correlations

MEANBL MEANVC

Pearson Correlation 1 .726**

MEANBL Sig. (2-tailed) .000

N 119 119

Pearson Correlation .726** 1

MEANVC Sig. (2-tailed) .000

N 119 119

**. Correlation is significant at the 0.01 level (2-tailed).

This means that when people are concerned about low prices they are equally
concerned about product quality they are going to get and when they will get good
quality they will be more brand loyal. When shopping people compare the prices
of different brands to be sure that they get best value of money and when they
will get best value of money they will be more brand loyal. When purchasing a
product people always try to maximize the quality they get for the money they
spend and when they get it they become more brand loyal. And all these things
making them loyal to the particular brand. This is making them stick with the
brand they usually buy, they are confident in a brand they always buy and
they consider themselves loyal to one brand of product.
 FINDINGS
• Key driver of brand loyalty because followers of the brand pages
on social media platforms tend to be loyal and committed to the
brand. The finding is congruent with previous studies which have
founded that online brand communities, can enhance customer’s
loyalty to the brand.

• Therefore, the study concluded that perceived social media

marketing activities is effective tool developing relationship with
customers, and building brand loyalty within the social media-
based brand community.

• Also,this study has set out to examine the impact of social media
on marketing on brand consciousness from consumer’s perspective.
The assumption of perceived social media marketing activities
exert an important impact on a brand consciousness is believed to
be valid.
 RECOMMENDATIONS
•Entrepreneurs can use the social media to promote their brands in a more subtle
way. Social media nowadays have become the most important tool to promote
one’s brand.

•Social media gives you an opportunity to hear what your customers are

saying. ... This makes it easier for entrepreneurs to keep their potential
customers. This means, they can provide necessary solutions when a customer
faces any difficulty. Social media also helps entrepreneurs know the wants of
their customers.

•Social media marketing is the best way to grow your online presence. ... Social
media is the best tool for creating brand presence online, earlier
days companies used to put banner ads and do collaboration with events in order
to promote their product and create their brand presence among their customers.

•Social networks stimulate business growth by reducing transaction costs,

creating business opportunities, and generating knowledge spillovers. Conceptual
and empirical research on the importance of networking to entrepreneurs is
still rather limited.