CHAPTER - 1 INTRODUCTION

1.1 Introduction

With the introduction of Internet, consumers nowadays are depending on social media for
information and updates about various brands. Marketing which is done through social media is called
Social media marketing. Consumer behavior is the study of individuals or groups and all the activities
associated with the purchase, use and disposal of goods and services. In recent years Social media
marketing has become an important aspect for business to reach target customers easily, effectively and
instantly. In this era of Globalization and to face this cut through competition only traditional methods
of marketing is not helpful, Business should adapt Social media marketing methods to sustain in
market. Social media marketing also helps to increase the customer data base. This paper discuss about
the impact of social media marketing on buying behavior of customers in Ulhasnagar.
The objective of the current study is to investigate the potential of social media marketing as an
effective marketing tool that helps them to affect perception of customers & ultimately influence their
purchase decisions. The study aims to highlight the advantages that companies gain by effective use of
Social Media Marketing. The research suggests that the engagement with Social Media Marketing has a
positive effect on consumers brand awareness & purchase intentions. The study also analyses the
negative influence of companies „social media activities which affect the overall commitment &
involvement of the consumers. Thus the study provides a mode for uncovering managerial challenges
& for planning better responses to consumers „social media activities.

People were communicating with other people without a language in olden days. There is a
massive change in the method of communication in modern days. Social Media have become a
convenient way to communicate among all age clusters. The Internet and particularly social media have
modified the shoppers and marketers communicating medium. The Internet has characteristics such as -
the power to inexpensively store huge amounts of data at different locations - the powerful search
engines, organizing and disseminating of data - the power to function a physical distribution medium as
software - relatively low prices. With the help of net and the presence of various social media sites it is
now possible for business people to meet worldwide customers at single click of the button. Thanks to
the internet technology, which helps the consumer to search the product on the web, view the review
and ranking of existing customers for the product before he purchased the product.
Consumers use the technology now a day‟s too much as computer is used by many consumers so use of
online marketing. Consumer purchase decision is influenced by social media through group
communication. The web platform is a new method for developing the business. Social media modifies
the communication methods between sellers and buyers. E commerce influences the consumer in their
purchase decision. Communication through social media is a new platform to exchange information
about product and services. The analysis of consumer behavior is the core activity for selling product
and service since most consumers are using the internet and on-line social media tools. Social media
become an important media to introduce and market products and also to do surveys. Nowadays Social
media is an important marketing tool for promotional activities. Hence it becomes necessary to perceive
how Social media is affecting consumer behavior

Social media refers to websites and applications that are designed to allow people
to share content quickly, efficiently, and in real-time. Many people define social media as apps
on their Smartphone or tablet, but the truth is, this communication tool started with computers.
This misconception stems from the fact that most social media users access their tools via apps.

The ability to share photos, opinions, events, etc in real-time has transformed the way we
live and, also, the way we do business. Retailers who use social media as an integral part of their
marketing strategy usually see measurable results. But the key to successful social media is
to not treat it as an extra appendage but to treat it with the same care, respect, and attention you
do all of your marketing efforts.

History of Social Media: Then and Now

The roots of social media stretch far deeper than you might imagine. Although it seems
like a new trend, sites like Facebook are the natural outcome of many centuries of social media
development.
Social Media Before 1900

The earliest methods of communicating across great distances used written

correspondence delivered by hand from one person to another. In other words, letters. The
earliest form of postal service dates back to 550 B.C., and this primitive delivery system would
become more widespread and streamlined in future centuries.

In 1792, the telegraph was invented. This allowed messages to be delivered over a long
distance far faster than a horse and rider could carry them. Although telegraph messages were
short, they were a revolutionary way to convey news and information.

Although no longer popular outside of drive-through banking, the pneumatic post, developed in
1865, created another way for letters to be delivered quickly between recipients. A pneumatic
post utilizes underground pressurized air tubes to carry capsules from one area to another.

Two important discoveries happened in the last decade of the 1800s:

The telephone in 1890 and the radio in 1891.Both technologies are still in use today,
although the modern versions are much more sophisticated than their predecessors. Telephone
lines and radio signals enabled people to communicate across great distances instantaneously,
something that mankind had never experienced before.

Social Media in the 20th Century

Technology began to change very rapidly in the 20th Century. After the first super
computers were created in the 1940s, scientists and engineers began to develop ways to create
networks between those computers, and this would later lead to the birth of the Internet.

The earliest forms of the Internet, such as CompuServe, were developed in the 1960s.
Primitive forms of email were also developed during this time. By the 70s, networking
technology had improved, and 1979‟s UseNet allowed users to communicate through a virtual
newsletter. By the 1980s, home computers were becoming more common and social media was
becoming more sophisticated. Internet relay chats, or IRCs, were first used in 1988 and
continued to be popular well into the 1990‟s.

The first recognizable social media site, Six Degrees, was created in 1997. It enabled
 users to upload a profile and make friends with other users. In 1999, the first blogging sites
became popular, creating a social media sensation that‟s still popular today.

Social Media Today

After the invention of blogging, social media began to explode in popularity. Sites like
MySpace and LinkedIn gained prominence in the early 2000s, and sites like Photobucket and
Flicker facilitated online photo sharing. YouTube came out in 2005, creating an entirely new
way for people to communicate and share with each other across great distances.

By 2006, Facebook and Twitter both became available to users throughout the world.
These sites remain some of the most popular social networks on the Internet. Other sites like
Tumblr, Spotify, Foursquare and Pinterest began popping up to fill specific social networking
niches.

Today, there is a tremendous variety of social networking sites, and many of them can be
linked to allow cross-posting. This creates an environment where users can reach the maximum
number of people without sacrificing the intimacy of person-to-person communication. We can
only speculate about what the future of social networking may look in the next decade or even
100 years from now, but it seems clear that it will exist in some form for as long as humans are
alive.

Advantages of social media

1. Increased Brand Recognition:

Social Media is a new platform for promoting the brand. Social Media helps the
companies to attain new customers and also have quick access to customers. When a particular
brand is familiar and available in multiple social media sites, It increases the brand recognition
to the customers and also attract new customers. When the brand is tweeted frequently in the
social media, then the companies brand image will get increased, there by increasing the growth
of the business.

2. Improved brand loyalty:

A research work published in US, indicated that when there is higher level of interaction
about a brand in social media, then there exists higher level of trust about the brand among
customers. It also suggest that companies can take the benefit by using social media tool to
connect with its customers. The study also suggests there should be some strategic plan for
 use of social media to influence the customers.

3. Chances to Convert:

There is chance that each and every comments, post, sharing, likes in social media will
become a sale and bring customer. Every comments, post, website links, video, tweets will make
the viewers to visit the page and view the product and thereby there is a chance for conversion
into sale. Though all the comments may not get a chance for conversion into sale but every
good comment about the product will get a chance for conversion into sale which ultimately
increase turnover.
4. Conversion ratio:

The conversion rate of conversion of discussion in a social media into sales is high. It is
the important element as seen by business people nowadays. The brands and the reviews about
the product started to speak like individual salesman in the social media channels. Due to this
effect business people want to improve and increase their business with various people.

5. Brand Authority:

Continuous communication with the customers will bring a faith about the product
among the customers. People are searching and viewing the comments in the social media about
products and services, whenever they are planning to buy a product or avail a service. Every
new post about a product in social media by a user will attract many users in the social
media and they follow the page for information update. When there is more talk about a product
in social media.

6. Reduction in selling price:

Due to the presence of social media, the advertising cost is getting reduced
by way of advertising through twitter, face book etc. Hub spot research concludes that six hours
of spending in the net in a week by a seller for social media will bring more number of
viewers to the product in social media. In order to get more customers, sellers can spend one
hour a day in the social media which will definitely bring more customers and thereby reducing
the cost on advertisement which in turn seller can reduce the price of the goods, the consumer
will get right product.

Limitation of Social Media

As we know that there are always two coins of the same coin. In the same way no doubt
there are many advantages of social media in the same way there are some limitations too.
Some of them are as follows
1. Not enthusiastic:

Think of the situation where consumers do not seem to be completely depend on online
purchasing. Delayed shipping, improper packing, complicated cancellation process these are the
important points which consider by the consumer and he is believing not enthusiastic.

2. Issues related with security:

There are many problems are related with security. Privacy concerns have hampered the
thinking of consumers towards purchasing of online goods. Consumers feels insure.

3. Still traditional better:

Still there are certain consumers who are thinking that as compare to online purchasing, better
option is traditional as no problem of changing, fraud, deduction of money without successful
transaction.

4. Financial risk:

There is big risk of financial risk involved in online purchasing which is thinking by
consumers. The level of uncertainty surrounding is also affecting online buying by the
consumers.

5. Lack of physical approach:

This is the important limitation of social media. As consumers are purchasing the goods
only online and consumers have no idea or not in a position to see the goods physically and in
turn consumers will not ready to buy the goods online. We have seen the various advantages and
limitations of the social media but in reality these are not fully fledged limitations we can say
them as partial negative limitations.
Introduction to Social Media Marketing:

Social media marketing is the use of social media platforms to connect with your
audience to build your brand, increase sales, and drive website traffic. This involves publishing
great content on your social media profiles, listening to and engaging your followers, analyzing
your results, and running social media advertisements. The major social media platforms (at the
moment) are Face book, Instagram, Twitter, LinkedIn, Pinterest, YouTube, and Snap chat.

There is also a range of social media management tools that help businesses to get the
most out of the social media platforms listed above. For example, Buffer is a platform of social
media management tools, which can help you, achieve success with your social media
marketing. Whether you want to build a brand or grow your business, we want to help you
succeed.
Benefits of social media marketing

In the above diagram which is showing information about Social Media Marketing
Report and it is clearly showing various benefits which are as follows:
1. Exposure:

Now days the importance of Social Media Marketing have increased. Consumers and
Marketers are using the Social Networking too much. The exposure increased now a day which
is showing 92%.

2. Increased Traffic:

With the introduction of web based marketing the users are increasing day by day. The
research says that consumers and even marketers using social networking sites too much and
due to that sites the traffic have increased day by day up to 80% which leads to introduce market
globally.
3. Develops Loyal Fans:

Brand Loyalty is another is most important advantage of social networking sites. Taking
an example if a consumer is satisfied with any product he or she will never go to any other
company to buy the product. This creates brand loyalty towards consumers.

4. Provided Marketplace insight:

Social networking sites provide information about product and are available clearly. That
means its Features, Functions, and Price etc. Consumers will get full
information about product only on websites and customers don‟t have to go to anywhere. The
result shows that 72% customers agreed that social networking sites are providing marketing
insights.

5. Generated Leads:

There are various different ways to lead generation. Most of the social networking sites
generate leads for product and services. For example A blog give as hub for customers
engagement. No doubt Face Book is also important source, so in short it is generated leads.

6. Improved Search Rankings:

Most of the customers are now spending hour‟s even more than watching television too.
And what curiosity they get as social networking sites are the search engines. With the help of
social networking the ranks is given to products on the basis of feedback given by the customer
online.

7. Growing Business Partnerships:

As a Trading form of selling and purchasing is now replacing with Social Media in the
same idea of business is also changing. After taking many years now Binch Box wants beauty
obsessed Instagram followers to join them. Now a day‟s growing partnership is also important
advantage.

8. Reduced Marketing Expenditure:

Trading method of selling the product is too costly. As business man needs salesman,
office and many more requirement. But now a day‟s social networking sites are user friendly
and anybody can use the social media at any time and even businessman can do the
advertisement on Media.

9. Improved Sales:

In the present scenario where 4600 photos are shared, 600 websites are created every
day. 1,00,000 tweets are sent. Now a day‟s different social networking sites are created as
differently as customers can purchase the goods online at any time. No doubt now a day‟s
revenue has increase online as compare to earlier days.
Introduction to Consumer Behavior:

Consumer behavior is the study of individuals‟, groups‟ and organizations‟ decisions

with regard to the selection, purchase, use, and disposal of goods, services, ideas, or experiences
to satisfy their needs and wants. In simple words: Consumer behavior is the study of how
consumers make decisions about what they need, want, and desire and how do they buy, use,
and dispose of goods.

Consumer behavior is very important to understand what influences the buying decisions
of the consumers and why does it so. By understanding how consumers decide on a product it is
possible for marketers to fill in the gap and identify which product is needed and which products
are obsolete in the market. It also helps marketers decide how to present their products such that
they have maximum impact on consumers.

4.1.2. Various factors that affects consumer behavior

There are various marketing factors which affecting consumer behavior that is product,
price, promotion and place of distribution in the chain. It is also known as 4 p‟s of Marketing.
 1. Product:

A product is the core of marketing mix. It can be defined as anything that is offered for
sale in the open market. It includes not only tangible goods but also intangible goods like
services and ideas. Product plays a very important role. There are various features of product
like in which affect market behavior.

 Physical Appearance

 Packing & Packaging

2. Pricing:

Price is the exchange value of a product i.e. the amount for which the things is bought or
sold. The price has to be reasonable in order to attract customers. A reasonable price does
not necessarily mean a lower price. Price is also important factor which affect consumer
behavior that is:

 Target Consumer

 Price Sensitivity

3. Promotion:

In today‟s competitive market, there exist a number of brands with identical features. It
then becomes necessary for an organization to actively promote its products. Promotion mix
includes all the activities undertaken by an organization to promote its products in the target
market. It includes sub-variables such as advertising, sales promotion, personal selling,
public relation, publicity, direct marketing etc.

4. Place:

Another important aspect of marketing is to make the product available at the right place, for
which various other activities have to be undertaken. It includes sub-variables such as channels
of distribution, place of distribution, transportation, warehousing and the intermediaries involved
in the process of distribution. The channel of distribution are mainly of two types that is direct
channel and indirect channel which affect marketing behavior, marketers make an attempt to
select proper channel of distribution.
 So in short it should be remembered that all 4 P‟s are vital for the success of the
brand. However emphasis on a particular „P‟ may differ from place to place and time to
time. For example in case of a new product, promotion is given more priority as more and more
people need to be made aware about the brand.

Product Mix Price Mix Place Mix Promotion Mix

Product Line Pricing Policies Distribution Channel Advertising

Product Shape Discounts Wholesalers Sales Promotion

Product Size Rebates Retailers Personal Selling

Brand Name Installments Distribution Place Publicity

Product Color Level of margins Transportation Public Relation

Trademark Credit terms Warehousing Direct Marketing

Types of consumer behavior

There are four main types of consumer behavior:

1. Complex buying behavior

This type of behavior is encountered when consumers are buying an expensive, infrequently
bought product. They are highly involved in the purchase process and consumers‟ research
before committing to invest. Imagine buying a house or a car; these are an example of a complex
buying behavior.

2. Dissonance-reducing buying behavior

The consumer is highly involved in the purchase process but has difficulties determining the
differences between brands. „Dissonance‟ can occur when the consumer worries that they will
regret their choice.

Imagine you are buying a lawnmower. You will choose one based on price and convenience, but
after the purchase you will seek confirmation that you‟ve made the right choice.

3. Habitual buying behavior

Habitual purchases are characterized by the fact that the consumer has very little involvement in
the product or brand category. Imagine grocery shopping: you go to the store and buy your
preferred type of bread. You are exhibiting a habitual pattern, not strong brand loyalty.

4. Variety seeking behavior

In this situation, a consumer purchases a different product not because they weren‟t satisfied
with the previous one, but because they seek variety. Like when you are trying out new shower
gel scents.

4.1.3. Personal Factors affecting Consumer Relations:

There are various factors which affecting consumer behavior that are.

1. Age:

Age is the most important factor which affect consumer behavior for example when
consumer is younger that is teenager he may prefer trendy cloths where has an office executives
may like to were formal clothing instead of trendy & Fashionable clothes.

2. Gender:

Gender is also important factor which affecting consumer behavior like girls may prefer
certain favorable color like pink, purple peach where as boys may like blue, black, brown and so
on.
 3. Education:

The consumers who are educated may like to spend on book, personal care products. The
consumers who are less educated or illiterate spend very less or do not spend on the goods
purchase online.

4. Income level:

Income is also an important factor which affects consumer behavior. Highly income
person wants to spend more and vice- versa.

Need to Maintain Consumer Relationship:

1. Better consumer perception:

Consumer is the king of market. Every consumer is expecting the good quality of goods
and services at cheap and reasonable rates at most important duty of suppliers to sell the goods
at reasonable price and does not change exorbitant price. This will increase the sale of the
goods and services of the business firm.

2. Customer satisfaction:

Consumer satisfaction means how consumers are satisfied with the current product and
services which is going to be provided by the supplier. In this modern world where completion
is too much customer satisfaction playing a very important role. It will be very clear that if
customer is going too satisfied the sale will increase.

3. Customer loyalty:

It means repeat purchase. When consumer will get good quality of goods he never will
go to any other shop or any other business to purchase the goods from other way.

4. Customer retention:

Customer retention means not a loosing of customer or consumer. Consumer is the focal
 situation of any business. Usually a loyal customer will never leave your shop and go to any
other shop and purchase the goods.

5. Increase in revenue:

With the increase in the number of consumers the revenue generation to increase at a
faster rate. For Example, we can see that Flipkart has cross the sale of rupees Fourteen hundred
crores in a single day which is an extra adding thing.

6. Low cost:

If consumer will purchase that means there is brand loyalty he will never shift to
any other business. And for the expenditure of advertisement which is the most important
expenditure will be low and automatically the cost will be low.

Introduction to Social Media Marketing & Consumer Behavior:

The inception of Social Media Marketing (SMM) is one of the mightily development in
the history of commerce. This particular technical revolution during the last decade has
drastically revolutionized the traditional marketing approaches and brought marketers to a
new era. SMM puts consumers back to the center of the business world and provides marketers
a new set of tools to interact with consumers and to integrate them into the brands through
innovative ways. In essence, marketers have to understand how the social media has
influenced Consumer Buying Decision Making (CBDM).Consumer behavior is an important
aspect of marketing as it assists marketers to devise strong and robust marketing strategies
and techniques. For instance, organizations launch new products or services, which are generally
bought by few customers in the initial phase and gradually, there is an increase in the users.
Today, organizations are employing social media technique in order to change consumer‟s
behavior and to win their loyalty.

Nowadays social media becomes part of a person's life. Social media such as Facebook,
Twitter, Instagram or LinkIn has a numeral number of the user and keeps growing every day.
It is estimated that over 500 million people are interacting with social media. The number of
social media users growing has attracted marketers. Marketers have recognized that social
media marketing as an important part of their marketing communication strategies. Also, social
media helps organizations to communicate with their customers.
Traditional marketing v/s Social Media Marketing:

Traditional and social media marketing share two common goals. One, to entice
customers, and two, to build brand awareness in the market. Traditional marketing commonly
involves advertising through radio, TV, newspaper and magazines. Social media marketing on
the other hand is an online marketing method that focuses on gaining traffic through social
media channels.

Traditional Marketing v/s Social Media Marketing :

 Social Media Marketing is an economical and faster way to promote your service / brand
as compared to the more expensive and time-consuming process of traditional
marketing.
 Social Media Marketing is measurable. You can find out exactly how many times your
marketing messages are clicked, which web pages are visited. On the other hand, it‟s not
easy to know how many people heard your radio spots or read your newspaper ads.
  Advertisements published in newspaper are difficult to edit, but on the other hand,
changes can be made easily and instantly on social media.

 Traditional marketing is one-way i.e. brand to customer, which is not engaging. But
social media marketing is multi-ways – brand to customer, customer to brand, customer
to customer. It is highly engaging and promotes word of mouth. You get immediate
feedback on social media.
 You can target prospects on social media using built-in advertising tools with specific
targeting features including location, interests, age and many more parameters related to
your business category. With a newspaper or television campaign, it‟s difficult to target
people who are actually interested in your business.
 Social media provides channels for content that has the potential to go viral and spread
across the web, which is missing in traditional marketing.
 Social media is the only marketing platform that allows you to engage and interact with
your consumers. You can build a powerful community online which is not possible in
traditional marketing.

Social media marketing can reap huge benefits in the long run because of its numerous benefits.

4.2. New Trends in Social Media Marketing:

Predicting the future of social media is always fun. The sector is changing almost daily,
with new tools and utilities being rolled out, adding more ways to connect, track and maximize
online marketing performance.

So here are the trend predictions of researcher for social media marketing in 2020, based
on the experiences in 2019 (and beyond) and where things look to be headed as the researcher
begin the next decade.

1. Influencer Marketing Will Continue to Grow:

The Researcher know that consumers are growing increasingly wary of ads in their feeds, and
more than ever before, they're now seeking reviews from people they trust when making
purchasing decisions. These people can be friends and family, but the circle of trust has
now

grown to people they follow on social media, ranging from celebrities to niche artists and
experts in specific fields.
Social media has always been great for SMBs and startups, because it allows small brands with
little to no budget to compete with larger brands on the same stage. Many SMBs don‟t have the
budgets to go after the “named” influencers, so the researcher sees a larger opportunity for the
growth of micro-influencers in the New Year.

1. Shopping on Social Media:

This is a trend that began this year and the researcher predicts will continue to grow.
Increasingly, no longer need to leave a certain site or platform in order to make a purchase or a
product found.

Now, with just a few clicks, Customer can go from seeing something you like while scrolling
Instagram to sharing your credit card information and making a purchase right then and there.
Giving consumers this type of ease and speed can cut your sales funnel almost in half.

The researcher believe we're going to see more brands shift in this direction, and while currently
it‟s mainly being used by larger, well-established companies, I think 2020 will give smaller
brands, and hopefully even startups, access to such tools.

2. Stories Will Become Marketers Darlings:

For a while, Stories were exclusive to Snapchat, but then Instagram and Facebook Stories came
out, and now even YouTube has its own stories format.

Stories can provide viewers with more authentic insight, as the videos are often created on the
spot. And there's a huge range of opportunities in the Stories format. Since Stories content
disappears rather quickly, this is the perfect time for marketers to capitalize on fear of missing
out (FOMO) and to offer flash sales and deals that only loyal users will learn to look for.

That can then bring in new users looking to take advantage of “insider” specials, which is a way
to skip taking out a sales ad, saving brands cash. Stories can also give those that use them a
way

to instantly grow engagement – you can add polls to your Stories, or ask questions that can be
answered with a simple click.

1. Augmented Reality (AR) Will Become Mainstream:

AR technology is gradually evolving, with increased application for eCommerce, product
discovery, special offers, and more.

For example, IKEA now gives consumers the chance to see how its items will look in
buyers' own homes via its AR app.

There's a heap of potential in this type of technology – realtors, for example, can take
prospective home owners on virtual tours of homes, during which paint colors can be changed,
walls can be removed or moved to a different spot, etc. Makeup companies can enable potential
customers to try on their products while on lunch break, or anywhere they are holding their
phone.

There's a heap of ways in which AR can be utilized, and while thus far its usage has been
limited, due to technological limitations and/or cost, the barriers for entry are coming down.
Expect this to be a big shift in 2020.

2. Chat bots:

When chat bots first came into consciousness, customers were only answered with prewritten
answers to questions brands thought were common, using keywords to trigger the bot.

As 2019 comes to a close, algorithms are improving chat bots effectiveness by “understanding”
what users are writing to them. Brands no longer have to stock the bots with canned answers, as
chat bots can, in a way, surf the web to find the answers consumers are seeking.

Chat bots are also able to talk to multiple people at the same time, offering something our
current customer service teams cannot. Chat bots intelligence will only continue to grow in
2020, which will likely see more consumers taking them up, and more brands following that
trend.

6.Improved Customer Service:

This is really a second part for chat bots. The Researcher knows that, every day, the time a
consumer will allow from when they contact a brand to when they expect an answer is
shortening. We know that having a live 24/7 customer service team for every single company
isn‟t realistic.

 reasons why social media marketing is important for your business

Social media is quickly becoming one of the most important aspects of digital marketing, which
provides incredible benefits that help reach millions of customers worldwide. And if you are not
applying this profitable source, you are missing out an incredible marketing opportunity, as it
makes it easy to spread the word about your product and mission

Improved brand awareness

Social media is one of the most stress-free and profitable digital marketing platforms that can be
used to increase your business visibility. To get started, create social media profiles for your
business and start networking with others. By applying a social media strategy, it will help you
significantly increase your brand recognition. By spending only a few hours per week, over 91%
marketers claimed that their social marketing efforts greatly increased their brand visibility and
heightened user experience. Undoubtedly, having a social media page for your brand will
benefit your business and with a regular use, it can also produce a wide audience for your
business in no time.

Cost-effective
For an advertising strategy, social media marketing is possibly the most cost-effective way.
Creating an account and signing up is free for almost all social networking platforms. But if you
decide to use paid advertising on social media, always start small to see what you should expect.
Being cost-effective is important as it helps you attain a greater return on investment and hold a
bigger budget for other marketing and business payments. Just by investing a little money and
time, you can significantly increase your conversion rates and ultimately get a return on
investment on the money that you primarily invested.

Engage with your customers

Social media is a good way for engaging and interacting customers. The more you communicate
with the audience, the more chances you have of conversion. Set up a two-way communication
with your target audience so that their wishes are known and their interest is catered with ease.
Moreover, communication and engagement with customers is one the ways to win their attention
and convey them your brand message. Thus, your brand will reach more audience in real terms
and gets itself established without any hassle.

Improved brand loyalty

When you have a social media presence, you make it easier for your customers to find you and
connect with you. By connecting with your customers through social media, you are more
probable to upsurge customer retention and customer loyalty. Since developing a loyal customer
base is one of the main goals of almost any business. Customer satisfaction and brand loyalty
typically go hand in hand. It is essential to often engage with your customers and start
developing a bond with them. Social media is not just limited to introducing your product, it is
also a leading platform for promotional campaigns. A customer sees these platforms as service
channels where they can directly communicate with the business.

Healthier customer satisfaction

Social media plays a vital role in networking and communication platform. With the help of
these platforms, creating a voice for your company is important in improving the overall brand
image. Customers appreciate the fact that when they post comments on your page, they receive a
modified reply rather than a computerized message. A brand that values its customers, takes the
time to compose a personal message, which is perceived naturally in a positive light.

Marketplace awareness
One of the best ways to find the needs and wants of your customers instead of directly
communicating with them is Marketplace awareness. It is also considered as the most valuable
advantage of social media. By observing the activities on your profile, you can see customers’
interest and opinions that you might not know otherwise if you didn’t have a social media
presence. As a complementary research tool, social media can help you get information and a
better understanding of your industry. Once you get a large following, you can then use
additional tools to examine other demographics of your consumers.

More brand authority

For making your business more powerful, brand loyalty and customer satisfaction both play a
major role, but it all comes down to communication. When customers see your company posting
on social media, especially replying to their queries and posting original content, it helps them
build a positive image in their minds. Regularly interacting with your customers proves that you
and your business care about them. Once you get a few satisfied customers, who are vocal about
their positive purchase experience, you can let the advertising be done for you by genuine
customers who appreciated your product or service.

Increased traffic
One of the other benefits of Social Media is that it also helps increase your website traffic. By
sharing your content on social media, you are giving users a reason to click-through to your
website. On your social account, the more quality content you share, the more inbound traffic
you will generate while making conversion opportunities.
 Enhanced SEO rankings
Social media presence is becoming a vital factor in calculating rankings. These days, to secure a
successful ranking, SEO requirements are continuously varying. Therefore, it is no longer
enough to simply optimize your website and regularly update your blog. Businesses sharing
their content on social media are sending out a brand signal to search engine that speaks to your
brand validity, integrity, and constancy.

Final words
There is no denying that Social media marketing has many advantages for startups and
established brands. By regular updating the right social media marketing strategy, it will lead to
increased traffic, better SEO, improved brand loyalty, healthier customer satisfaction and much
more. Your competition is already increasing on social media day by day, so don’t let your
competitors take your probable customers. The earlier you start, the faster you see the growth in
your business.

Indian Brands that are Acing their Social Media Game / Marketing

Branding isn't only for companies headquartered in the United States or other wealthy nations. There is
little question that Indian firms are challenging global brands. Brands in India can teach us a lot.

As long as you haven't been hiding under a rock, you know that social media isn't only for celebs and
hotshots anymore! It's impossible to ignore the relevance and value that social media can provide today
that almost every new and old company is on social media.

In this article, we'll take a look at some of the biggest Indian companies on social media.

1. Zomato

There aren't many Instagram followers for Zomato, but that doesn't mean they can't use the platform to grow
their business. These guys are killing it on the internet.

Wittiness is an asset. Laughter is the best medicine for keeping the unfollow button at bay! No matter what
situation you're in, try to inject a little humor into your posts. On social media, people want to engage with
lighthearted and humorous material.
Zomato has no set hours of operation. The fact that you're on Instagram doesn't imply that you have to
publish stuff on a regular basis. Make sure to add value to your material everytime you post it.

2. Mamaearth

Mamaearth has a wide selection of natural skin care products that are free of harsh chemicals and created
with high-quality ingredients. In addition to being reasonably priced, their goods also happen to be
environmentally friendly. There are no sulphate, paraben or silicone-based products in Mamaearth, as well as
no artificial colours or fragrances. Customers may buy with confidence since they give a 100% money-back
guarantee on their items. They're all-natural, safe and effective. You may purchase Mamaearth's organic skin
care products from their website. A wide variety of pricing and delivery options are available.

3. Amul

If you have a presence on social media, can you use it to market milk products? Amul, India's largest milk
product brand, has the solution. The company's commentary on current events, both domestically and
internationally, is usually insightful and amusing.

When the Supreme Court decided to partly prohibit firecrackers on Diwali, Amul was the first to break the
news to its customers. Amul publishes the same character on all of its social media accounts, which has
become the company's trademark.

4. Lenskart

Indian eyeglasses retailer Lenskart is a market leader in the online sales of eyewear. With its omnichannel
strategy, it has transformed the eyeglass sector in the nation. In addition to ordering online through
Lenskart's webpage, customers may visit one of the company's physical locations. Virtual try-on allows
clients to virtually try on multiple frames so that they may select the right pair for them on Lenskart's
website, which is absolutely user-friendly.

5. Chumbak

Chumbak is a term that means "magnet." As kids, we all had a fascination with the magnets that came with
vintage electronics. Chumbak specializes in Indian modern trinkets and curiosities. The items are fantastic
and draw attention right away. Their Instagram photos are product-focused, but they also show them in
action.

Chumbak knows how to harness the potential of UGC, or user-generated content! In a recent campaign, they
enlisted the help of its fans to come up with a unique design for a coffee cup. When the campaign became
viral, it was a success.

Chumbak's design team does an excellent job at showing their goods. Getting noticed is much easier with a
well-done photo session.

6. Sabyasachi

Sabyasachi, one of India's most prestigious fashion designers, is recognised for giving brides a once-in-a-
lifetime experience. Unique designs and nostalgic motifs may win over any Indian. They have over 2 million
Instagram followers, proving their popularity in Indian fashion. Yes, a shoot like that undoubtedly costs a lot,
but you can still dominate Instagram using Canvas free design tools. Sabyasachi features its satisfied
consumers on Instagram. This delights clients, helping Sabyasachi gain devotees.

Sabyasachi engages influencers. Deepika Padukone promoted SS on social media. Influencers help get
followers since they have a devoted following.

How a company can be successful with Social Media Marketing

Social media marketing is one of the most important types of digital marketing. It allows companies to get
more exposure online and helps them build dedicated fan bases or communities of customers. At the same
time, it can help business owners direct more traffic to their websites.

However, just like with any other kind of marketing, social media marketing requires research, time, and
effort as well as the resources to implement it. Here is how a company can be successful with social media
marketing.
1. Determine Your Target Audience

First and foremost, you need to determine your target audience. This is one of the most fundamental steps
you should complete. It will help you establish the foundation for your entire strategy. If you don’t know
your audience, you don’t know your customers, and you can’t market your products to them correctly.
Consequently, understanding your social media audience is crucial for the success of your social media
strategy.

To determine your target audience, you need to do market research. Find out which segments of your current
customers use social media and which platforms they use the most (e.g, customers of both genders aged 20
to 35 who use Facebook and Twitter). Once you know how many of your current customers use social
media, you need to determine how many of your potential customers use social media (an extra target
audience segment for you).

2. Analyze the Market

The second thing you should do is analyze the market. This is different from researching your audience
because the market analysis is meant to give you a better idea of how much demand there is for your
products, and what your competitors are already doing on social media. If there is not enough demand or
enough demand and enough supply, you will find it difficult to try to sell your products to your target
market.

At the same time, it is worth finding out what your competitors are doing on social media and what kind of
tactics they have adopted. For example, you may see extensive influencer marketing from one brand while
another one will have many ads appearing on certain social media platforms. Whatever these techniques are,
you might want to consider using them if they have proven to be effective.

3. Decide Which Platforms You Will Use

It’s not a very good idea to create accounts on all social media platforms in existence because you simply
won’t be able to manage them all, so do your research and choose the most relevant ones.

When deciding which platforms you will be using, keep in mind that you should only choose a maximum of
four. One is great for small businesses with a small target audience. Two gives you more leverage. Three is
ideal for middle-sized and big business or larger target audiences, but four is the maximum you should
consider. Five or more social media accounts are only great for large enterprises because it is much harder to
manage them all at once.
4. Put Together a Content Guide

Now that you know all the basics, it is time to move to more complicated aspects of your social media
marketing strategy. You need to put together a content guide that will document the quality requirements for
your content as well as other characteristics you want to see in your content. These will help you maintain
consistency and develop a unique brand voice and style that will make you stand out from the crowd.

Consider things such as whether or not all the visuals will be completely original, what format your posts
will have on every separate platform, the number of links you will be using in your posts, and so on. Make
sure to clearly define the “voice” your brand content should have. Is it friendly and playful, or is it
professional and authoritative? These may seem trivial, but they make your content different from any other
brand’s.

5. Find Tools to Help You

One of the most obvious things about successful social media marketing is that professional marketers
use tools to help them manage social media accounts. These tools allow you to automate part of the tasks
you are already performing regularly by yourself. They also allow you to spend more time on perfecting
your current strategy instead of spending too much time creating content, choosing hashtags, and posting
content on a schedule.

The first app you need is a calendar. Even better if you can find a scheduling app that publishes your content
automatically. Another tool you need is a grammar and spelling checker to proofread and edit your text. And
of course, you need apps or programs to create and edit your visuals. Keep in mind that there are different
types of visuals you will want to use including photography, illustrations, infographics, graphs, GIFs,
animations, and videos.

6. Create a Posting Schedule

Speaking of calendars and scheduling apps, you need to create a posting schedule that will help you maintain
consistency and regularity. Though you already have a content guide that helps you keep your content
quality uniform, a posting schedule is meant to help you maintain a certain pace of posting (e.g. posting once
a day or once every two days is more effective than posting once a week or once a month).

At the same time, posting during certain hours every day is better than posting whenever you feel like it. If
your audience is mostly made up of adults, they will be using social media in the morning and the evening.
Teenagers, however, often use social media during the day as well. If you don’t think that you can maintain
a steady flow of new content, consider hiring more writers from a writing services review site like Online
Writers Rating who will help you manage such workload better.

7. Start Publishing Content

Once you are all set and ready, you can start publishing content. As mentioned earlier, you need to post it
regularly and during certain periods to attract more attention to it. Just make sure that you don’t publish too
many posts at once because some platforms may view it as spamming and will deactivate some of your
account features for some time.

Once your post is up, monitor its performance and measure all the necessary metrics such as likes,
comments, replies, shares, retweets, and so on. If someone claims that you have used their creation without
informing them or asking permission, be quick to resolve the issue by taking down the post or arranging a
solution the owner will accept. Likewise, take down posts that have been accused of insensitivity, such as
racist or homophobic posts.

Also Read: 3 Reasons Why You Should Focus On Plagiarism Free Content in Content Marketing

8. Interact with Your Audience

An important part of growing your social media community includes interacting with your audience as much
as you can. Replying to comments, curating user-generated content, participating in conversations both in
private messages, and under other posts – all of these will help you build better relationships with your
followers.

To encourage consumers to purchase your products, you need to establish an emotional connection with
them. But doing this is fairly hard for businesses which is why it is so important to have a brand voice that
defines your brand’s personality. And of course, this personality should stand out both in your content and in
your interactions with other social media users.

Also, if you want to learn the basics of Instagram Marketing then enroll in this Instagram Marketing Course

9. Cross-Promote on Other Channels

Cross-promotion is not a new technique, yet, not everyone uses it. In any case, it’s a pretty useful tactic that
you can implement into your digital marketing strategy to maximize the results of your marketing and
advertising efforts.
Cross-promotion involves advertising your social media profiles on other marketing channels you use while
also promoting these channels on your social media profiles. For example, you can promote your email
newsletter on your social media while adding social media links to your website.

Also Read: 5 Reasons you should focus on Instagram Marketing

10. Analyze Your Mistakes

Last but not the least, you need to analyze your mistakes to improve your content and adopt more efficient
social media marketing techniques. To analyze your mistakes, carefully monitor how well your content
performs, and try to find similar patterns in the posts that get the most likes, comments, and shares.

For example, you might notice that posts with questions directed at your audience generate more comments
because people want to share their opinions. Infographics, graphs, and illustrations get more shares while
insightful statistics can be quoted by others.

Final Thoughts

All in all, social media marketing shouldn’t intimidate you. Just like any type of marketing, it needs
planning, but once you have a good strategy ready, you will be more prepared to launch successful social
media marketing campaigns. Follow the tips in this article and start using social media platforms to your
benefit.

Top 5 ways to grow your business through Social Media Marketing

What exactly is social media marketing?

This blog "Top 5 ways to grow your business through Social Media Marketing" is useful for organizations of
all sizes, social media marketing is a fantastic method of engagement with potential customers.People use
social media to learn, share funny content, follow, and shop from brands, so you're missing out if you're not
using any social channel like Facebook, Instagram, or LinkedIn.Great social media marketing may help your
company achieve incredible success by cultivating loyal brand fans and even driving leads and cash.It is
basically a part of digital marketing, Social media marketing is a platform for promoting products and
services using social media platforms like Facebook, Instagram, Twitter, WhatsApp etc.From a business
point of view nowadays it is a very important and crucial part apart from doing traditional marketing for
business.It helps businesses to reach all types of audiences around the globe even niche audience segments
can be reached and helps in gaining brand awareness.Social media plays a big role in the branding and
promotion of products. Companies nowadays promote their products and services in a variety of methods.It
provides an edge of doing branding brands and acquisition of new customers and marketing in 21 century

Types of social media platforms for business

There are several platforms where we can do social media marketing like Facebook, Instagram, Twitter,
YouTube, LinkedIn etc.These all have their own benefits of promoting products, advertising, and marketing.
All are very popular platforms with huge followings.So, reach isn't the only factor to consider when creating
a marketing strategy, but this information allows us to rethink how we design a social media
platform.Because different people will use different platforms for various purposes, marketers should look
into these needs to see which platforms are best suited to specific campaign and activity objectives. I would
like to draw your attention to some interesting stats have a look at them:

Social Media Usage of April month 2022

1.      Social Media Users 4.65 billion2.      Year on Year on Change of Social media users is 7.5% which is
326 million3.      Average daily usage time on social media 2.29 hours a day4.      Average number of
platforms used in social media is 7.45.      Total social media users vs Total population 58.7%6.      13+
social media users 75.1%7.      Total Female users 45.8%8.      Total Male users 54.2%

World’s Highest-Used Social Media Platform in April

1. Facebook

In April, the most popular and successful social media marketing platform in the world was Facebook is the
most popular social networking site in the world with the engagement of billions of accounts as social media
profiles, as well as one of the most popular local business directories.People of all ages use it to
communicate with friends and family, create content, participate in Facebook groups and forums, find and
visit local businesses, and Facebook is one of the top social media advertising platforms to target audiences
and increase engagement.Facebook is a wonderful social media marketing site for establishing relationships
with current consumers, hosting events, sharing product stories or films, hosting debates and live streams,
and publishing photos of new products, among other things.Since organic reach on Facebook is constrained,
using Facebook advertising to generate leads or reach new audiences is your best chance.

2. Youtube

Even if you don't think of YouTube as a social media marketing channel, it fulfills the bill as a social
strategy like an influencer. You may use your channel to submit videos, share, comment on, and like other
people's videos, and follow accounts you prefer.In addition, your homepage features a curated feed of
suggested videos. Giving value instead of trying to "go viral" is essential for successful YouTube social
media marketing. You can use YouTube for live streams, advertising (video advertisements and display ads),
and SEO to show tutorials and explainer films (Ranking on SERP) through video content.Nowadays people
are making quality content on Youtube every day e.g., giving marketing tips to marketing professionals, etc.
and by doing this they receive a huge audience engagement. Youtube influencer gains massive followers on
their social networks also as they create more and more engaging content for their audiences.

3. Instagram

Having started after LinkedIn and Twitter, Instagram swiftly overtook both and in 2018 topped one billion
monthly active users.Social media content Feed posts, Stories, Lives, Reels, and IGTV are among the most
popular content formats. Users use Instagram to follow influencers and brands that they purchase from and
who share their beliefs.Create an Instagram bio and use it for the following purposes Shopping socially,
Marketing with influencers, and corporate culture based on user-generated content like posting informative
short videos on marketing tips, finance, geopolitics, etc.Nowadays branding and marketing on Instagram are
at another level of engagement memes are trending everywhere no matter what the topic is good humor
memes to naughty ones are going viral by top influencers having followers in millions.Memes is a category
where it’s so rich in creativity that for example Heropanti 2 has just been released and memes on dialogue
“Choti Bachi Ho Kya” is going in trend which showcases how social media influencers influence people to
watch Heropanti 2 by reminding again and again by the memes of Heropanti 1.Businesses can reach a vast
audience by selling their products on Instagram directly without much investment and earning more.Even
big brands use influencers to promote their brand products to their potential customer through social media
channel and constantly try to generate want for the product and gain profit.A public figure like Ronaldo is a
big influencer he earns millions just from a social media post and Instagram story. because of millions of
followers on their social media account. For big marketers, it’s a social media marketing strategy to use a
social platform and reach their target audience. This is basically called influencer marketingUsually,
Instagram advertisements are often more expensive than Facebook ads, but the good news is that organic
reach is also greater.

4. Linkedin
LinkedIn is a great networking platform and a peer group that encourages core principles and knowledge.In
addition to networking, discovering prospects, and exchanging industry expertise, it's a great method to
communicate your company's culture and develop your personal brand alongside your company's
brand.While designing the LinkedIn company page, pay close attention as there are numerous tools to
employ.The purpose of the LinkedIn platform is to attract top talent through networking with partners, peers,
and customers, sharing corporate milestones and culture, and learning about industry news and trends.

5. Twitter

Twitter is a gloriously complicated network of quick thoughts, useful information, and energizing
discussions, and a content marketing platform for engagement.You should be active on all social media
platforms on a routine basis, but it's particularly important here.Many individuals use social media platform
like Twitter to get news, follow brands, and get service to customers.When a customer says anything kind
about you on Twitter, retweet it, and respond to people's questions as soon as you can.Follow influencers on
Twitter to stay up to date on news and trends for efficient social media marketing.Tell a story using a single
post of Tweets Give marketing tips as memes. Social media marketer use Twitter ads to target audience
engagement and by this, they gain good website traffic which helps them get engagement on their website
also.Also, make yourself available for customer service and frequently asked questions because the customer
always appreciates good customer service.

How to utilize social media for business

1. Post on a regular basis

Follow a consistent posting schedule if you want your followers to know what to expect from you. This can
also assist you in avoiding over-posting, which may be off-putting to your followers.
2. Be Creative

Contests, including your website or special offers in your profile bio, and presenting live streams with
intriguing updates or news are all excellent ways to get more leads. and engage with your consumers.You
can also use Facebook or Instagram Shops to sell directly on social media platforms.

3. Know your audience

Use your analytics tools to see demographic information, customer behavior, and social media trends to
inform your content.Knowing what your audience wants to see from you and responding appropriately can
help you increase your engagement rates significantly.

4. Create a social media marketing strategy

The best approach to guarantee success on social media is to go in with a plan. This entails sitting down and
devising a social media marketing strategy that involves all of the platforms you intend to use.

5. Select your platforms

Consider your target audience, as well as popular platforms in your business and your bandwidth.Take on no
more than the number of platforms you can actively maintain. You can always start with one and work your
way up as you gain experience. Do social media analytics of your social media profile at regular intervals to
evaluate your performance in terms of followers gained or loss, likes count, stories views etc to get
engagement smoothly. Use sprout social to manage it effectively and efficiently.

6. Establish goals and objectives

To begin, keep them modest and task-oriented, such as posting once a day for a month, setting up profiles, or
conducting a competitive analysis.You'll be able to set more detailed and strategic goals once you've
established a routine and gathered information.

7. Advertise

One of the numerous benefits of advertising on social media is a very cost-effective approach to reach a
larger audience. If you play your cards carefully, you may get your information and products in front of a
large audience for very little money.Most social media networks have highly fine-grained targeting options,
allowing you to target only the people who are most likely to be interested in your company.You can choose
Instagram ads, Facebook ads, LinkedIn ads, and Twitter ads but this needs some budget planning because
these are all paid social media.
8. Reporting

You won't be able to determine the effectiveness of your social media marketing methods until you monitor
data.Google Analytics is an excellent social media marketing tool for determining which of your social
media marketing efforts are the most effective and which should be abandoned. Add tracking tags to your
social media marketing initiatives to evaluate how effective they are.Use each social network's analytics to
discover more about which of your social posts are resonating with your audience.

Brandveda Best Social Media Marketing Course

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major provider of the Best Social Media Marketing Course in Ahmedabad.We provide expert digital
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will appeal to a wide range of demographics and networks to keeping up your online presence.Take
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Social media marketing is must learn course for everyone in the current scenario everyone must know social
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Benefits of using social media for business

In 2022 the power of social media is insane and has vast scope when it comes to brand awareness and
reaching all kinds of audiences.In a world of nearly 8 Billion population, social media users are 58.4%
which is a huge number.It consists of teens to a senior citizen who also uses various platforms and different
social media. Do you know the average time of user spending on these platforms is 27 Minutes daily?What
interesting fact is an average user interacts with his Mobile device 58 Times a day! And that to 30 times in
their working hours. This clearly indicates how important mobile devices and using social media are
nowadays.Coming back to the point here are some benefits you can take:1. Engage with your product: By
utilizing social media, you may be able to make your company a more active player in your industry.Your
profile, postings, and interactions with other users all contribute to the development of a persona for your
viewers to learn about, enjoy, and engage with.2. Drive more traffic: Using your profile link, blog post links
in your posts, and advertisements, social media strategy can help you attract more visitors to your website
and transform them into buyers.3. Create customers and prospects: You may generate leads and customers
directly on these platforms by using features like Instagram/Facebook stores, direct messaging, call-to-action
buttons on profiles, and appointment booking possibilities.4. Increase brand awareness: The visual nature of
social media platforms aids in the development of a visual identity and the spread of brand awareness to a
big audience.5. And better brand recognition correlates to better results in all of your other projects. It will
be easier to fulfill your marketing goals if your social media following is greater and more engaged.6. Build
Relationships: These platforms let you interact with your followers in both direct and indirect ways, increase
your social media presence allowing you to network, receive feedback, hold discussions, and connect with
individuals directly.

Conclusion

More than merely increasing site traffic and expanding your reach can be accomplished by using social
media for marketing goals. It provides your business with a personality with which customers can converse
and connect on a more personal level.The most important thing to remember is that, regardless of whatever
platforms you use or how you use them, social media is not a forum for pitching your business .Increase
your social media presence It's a place where you can express yourself, showcase your ideals, offer
important information, and assist others. There should be no need to hard push to maintain your social media
presence because people will naturally follow you and promote your content.Every business person and
entrepreneur should and must learn social media marketing courses that will boost their business very
effectively and help in reaching a broad spectrum of audiences and gaining brand awareness.You'll achieve
not only your business goals but brand loyalty and also all of the other intangibles that contribute to
satisfaction and fulfillment, using this technique. And excellent customer service helps in engagement and
gaining customer trust and positive word of mouth.
 CHAPTER – 2 RESEARCH METHODOLOGY

3.1 Meaning

It is defined as a highly intellectual human activity used in the investigation of nature and matter and
deals specifically with the manner in which data is collected, analysed and interpreted. A system of
models, procedures and techniques used to find the result of research problem. And a research design is
the specification of methods and procedures for acquiring the information needed. It is overall
operation pattern or framework of the project that stipulates what information is to be collected from
which source by what procedures.

Social media marketing research methodology typically involves the following steps:

Defining the research problem: The first step is to define the problem you want to solve or the research
question you want to answer. For example, you may want to investigate the most effective social media
platforms for reaching your target audience or the most successful types of content for driving
engagement.
Developing a research plan: This involves deciding on the research design, sampling strategy, data
collection methods, and analysis techniques. For social media marketing research, the research design
could be quantitative, qualitative, or a combination of both. Sampling strategy could involve random
sampling, purposive sampling, or convenience sampling. Data collection methods could include
surveys, focus groups, interviews, or analysis of social media metrics.

Collecting data: This involves implementing the research plan and collecting the data using the chosen
methods.

Analyzing data: This step involves processing and analyzing the data to identify patterns, trends, and
insights. For example, you may use statistical analysis to identify correlations between different social
media metrics and user behavior.

Drawing conclusions and making recommendations: Based on the results of the analysis, you can draw
conclusions and make recommendations for optimizing your social media marketing strategy. This
could involve changes to the types of content you create, the platforms you use, or the way you interact
with your audience.

Implementing and monitoring the recommendations: Finally, you should implement the
recommendations and monitor the results to ensure that your social media marketing strategy is
achieving the desired outcomes. This may involve ongoing data collection and analysis to refine your
approach over time.

Social media research is the process of analyzing social media data to conduct
quantitative (and at times qualitative) research in order to understand how
audiences relate to topics, by using tools and data extraction techniques. Thanks
to advanced social listening and audience intelligence tools and platforms,
researchers today are able to aggregate data relating to specific events, topics or
within a specific audience group from social media, web, forums, news and
blogs.
It’s a topic that’s constantly evolving, with researchers developing new
methodologies and techniques  to understand the way audiences use social media
channels, their behaviors and conversations on those channels. As social media
grows in both size and importance, becoming an integral part of daily life, it is a
vital new area to apply research tools to begin to understand this new forum for
discussion.
Social media research can take the form of social listening and audience
intelligence, by observing the content and information produced online and
uncovering trends and insights that emerge from this data.
Table of contents: 
 What is the difference between social media research and other research?
 How can social media research help your business?
 Why do we need social media research?
 Social media research tools
 

What is the difference between social

media research and other research?
In short, social media research is a form of research using social media, as
opposed to an alternative research methodology to qualitative or quantitative
research. Research agencies such as Pulsar’s in-house research teamwork with
the scale of quantitative research with the depth of quantitative research.

A cluster from a research report on ingredients of Vegan dishes on social

media mapped out by our AI Image recognition module.
Social media research topics allow us access to the unprompted feelings and
opinions of users, something that quantitative researchers would generally have
to collect through surveys or focus groups. This gives a huge scale of data
available, in people’s own words, for researchers to analyze. This analysis
requires expert knowledge of how people behave online but is similar in format
to the research conducted by qualitative researchers of the results of a survey or
focus group.
One developing area of social media research is trying to understand how
machine learning and AI can speed up the collection of data. Currently, the
datasets available to pull in in certain areas would take significant research
resources to analyze, but by leveraging the power of machine learning and AI it
is possible to train algorithms to organize data to make this analysis easier. There
is significant work being done to help machines understand images, such as this
collaboration between Pulsar and the Visual Social Media Lab.

How can social media research help

your business?
Social media research can help your business in a number of ways: from
understanding and improve the perception of your brand online; understanding
the market for new products; comparing your presence to a competitor, or
attracting new audiences through understanding the trends and discussions within
your category.
A few areas include:
Marketing effectiveness
Truly understanding social media is a crucial part of marketing today, and it also
a key resource for gaining insights for both the planning and execution of your
campaigns, as millions of users, share information about their thoughts, opinions,
needs, behaviors, and experiences every day. Independent, objective marketing
Social media research offers an objective view of your marketing, showing where
there are opportunities to increase reach and engagement. Continuous
measurement through can help you to quantify your campaign performance and
gain ROI.
Using social data for product development
Great campaigns are built on deep human truths. By conducting social media
research you can dive into your customer’s world while developing a new
product or service. Analyze behavioral signals from social media audiences to
understand where your brand or product proposition fits in. And once you’ve
developed a new product, you can use social media research to understand the
mindsets, behaviors and affinities of your target audience to create marketing
communications, visuals and experiences that click.
Attracting new customers and breaking into new
demographics
You can also use social media research for audience intelligence, to understand
your customers on a deeper level than just their demographics. Find out
information about opinions, lifestyles, habits, and even interests to truly know
what sort of people they are and be able to communicate with them in their own
language. By understanding audiences, you can attract new customers who might
not have even heard of your brand, or who you had never considered. Identify
new opportunities within your market by keeping an eye on the conversation.
Using social media research means you can continually monitor the conversation
in your industry and find new ways to speak to your target audiences.
Improving customer service
Much customer service has recently moved into the public domains of social
media and is a quick and easy go-to for people with questions and complaints
about your brand. Understanding how people talk to and about your brand online
mean you can anticipate this interaction, and even reach customers online who
may have discussed your brand but were not speaking directly to you, which can
go a long way in enhancing customer experience when done right.
Uncover micro-influencers that speak to your
audience
Influencer marketing is a new, but already highly-saturated methodology.
Attracting expensive macro-influencers for campaigns is a path well-trodden but
using social media research you can uncover your brand’s biggest fans, and
category-specific micro-influencers, who can advocate for your product or
service. Researching and building panels of influencers mean you can build a
relationship with relevant micro-influencers who are far more impactful within
their community than larger influencers without as much of a niche.
Competitor intelligence and benchmarking
Monitoring the online presence of your brand is an ever-expanding task, let alone
exploring activity around your competitors. Social media research can help you
get a top-level view of how competitors in your industry or category approach
certain topics and themes that are either pain or pride points for your brand, and
find out if there is a better way to reach the audience you are trying to speak to,
or how to ensure you continue to break away from the pack.
Brand reputation and crisis management
While brand monitoring is a great way to track your brand’s social media
presence, in-depth social media research can help you to understand the
audiences who follow and talk about your brand, and how the reputation you
currently have online came about. This can be the starting point for developing a
new communication strategy, or for altering your current one around the audience
you have. By understanding your audiences through social media research you
can also create strategies for crisis management, both for identifying a crisis
brewing to act on as quickly as possible, and also preparing a response if the
worst happens. Researching the impact of social media crises will help you be
prepared.
 

Why do we need social media

research?
Social media has developed at a rapid pace, and it’s important to be analysing
and understanding the ways humans are using it to communicate, not only for
brands to be able to speak to their customers but for understanding
communication and trends of behaviour as a whole. Academic research is starting
to address and use social media, but this is a field that is still developing.
Specific business use cases for social media research are developing too. Brands
and agencies are recognizing that generic analysis won’t solve distinctive
business problems specific to the industry. At Pulsar we’ve developed custom
analytics models within the social media research team using our audience
intelligence platform that spans industries including film and TV, media,
education, gaming, sports, non-profit, health, fashion and more. Our industry-
specific frameworks created from research for social media can deliver
contextualized, action-oriented insights to strategy teams.
 An extract taken from a social data research on rise of CBD

Data collection

One of the major elements and basis of statistical research is data collection, where the most basic data
that can be collected in this process is primary data. In other words, we can say that data is the basis of
all statistical operations and primary data is the simplest of all data.
Primary data is one of the 2 main types of data, with the second one being the secondary data. These 2
data types have important uses in research

The methodology reveals the methods of data collection. For this purpose of study primary as
well as secondary data is taken.
Primary Data

Primary data is a type of data that is collected by researchers directly from main sources through
interviews, surveys, experiments, etc. Primary data are usually collected from the source—where the
data originally originates from and are regarded as the best kind of data in research.
The sources of primary data are usually chosen and tailored specifically to meet the demands or
requirements of a particular research. Also, before choosing a data collection source, things like the
aim of the research and target population need to be identified

Aside from consulting the primary origin or source, data can also be collected through a third party, a
process common with secondary data. It takes advantage of the data collected from previous research,
 and uses it to carry out new research.

Secondary Data

Secondary data is the data that has already been collected through primary sources and made readily
available for researchers to use for their own research. It is a type of data that has already been
collected in the past.
A researcher may have collected the data for a particular project, then made it available to be used by
another researcher. The data may also have been collected for general use with no specific research
purpose like in the case of the national census.
A data classified as secondary for a particular research may be said to be primary for another research.
This is the case when a data is being reused, making it a primary data for the first research and
secondary data for the second research it is being used for.

Sources of Secondary Data

Sources of secondary data includes books, personal sources, journal, newspaper, website, government
record etc. Secondary data are known to be readily available compared to that of primary data. It
requires very little research and need for manpower to use these sources.
With the advent of electronic media and the internet, secondary data sources have become more easily
accessible.
Nature of the study

Since one of the objectives is to acquire deeper insight into the various pertinent aspects of the problem.
Thus, the study can be turned as exploratory in nature. The researcher has also utilised the facts and
information available by various primary sources to make critical evaluation and calculated and analysed
the data using various statistical tools and techniques. Thus, from this point of view, the nature of study
becomes analytical also.

Significance of the study

Research Studies about social media marketing have been based on both primary and secondary data, so
This study contends that by utilising social marketing strategies, businesses can expand and prosper on much
larger sizes.

Sample size and data collection

The sample size of respondents is 100, and the information on social media marketing as a way to expand
the business was gathered from 100 respondents. This information was gathered in the form of primary
information using the question-and-answer approach

SAMPLE DESIGN

Data has been presented with the help of Graph & pie diagrams

DATA ANALYSIS

The collected information has been tabulated, analysed interpretation has been arrived on the basis of
statistical analysis. Data processing and analysis have been done both manually and by using
computer.

3.1 Scope of the study

The scope of the data collection is restricted to the city of Ulhasnagar, and all information gathered from
respondents relates to their familiarity and understanding of social marketing techniques for business growth

3.1 Limitations of the Study:

This study is based on primary as well as secondary data but it doesn’t cover every phenomenon of
the comparison. The sample size for questionnaire conducted for primary data was 100. The number
of respondents is limited. The analysis of data presented is limited to those 100 respondents. With a
different sample size the results of the research may vary. Lack of proper experience on the part of the
researcher in conducting such studies in the past should also be considered as a limitation.
 CHAPTER – 3 LITERATURE REVIEW

3.1 Introduction to Review of Literature :

A literature review or narrative review is a type of review article. A literature review is a

scholarly paper, which includes the current knowledge including substantive findings, as well as
theoretical and methodological contributions to a particular topic. Literature reviews are
secondary sources, and do not report new or original experimental work. Most often associated with
academic-oriented literature, such reviews are found in academic journals, and are not to be confused
with book reviews that may also appear in the same publication. Literature reviews are a basis for
research in nearly every academic field. A narrow-scope literature review may be included as part of a
peer-reviewed journal article presenting new research, serving to situate the current study within the
body of the relevant literature and to provide context for the reader. In such a case, the review usually
precedes the methodology and results sections of the work.

3.2 Based on Journals :

3.2.1 Dr. Ashok Kumar Chandra, Monal Deshmukh (Nov, 2015).

This study aims to determine the impact of social media marketing on business exposure and
customer response of educational institutes of Chhattisgarh. Business Exposure and Customer
Response are considered as the dependent variables & social media marketing is considered as the
independent variable. A survey-based exploratory and causal research design was used. A research
instrument of 28 items was generated comprising of 17 items for three antecedents of independent
variable i.e. peer communication, perceived product informativeness and product involvement and 6
items for dependent variable i.e. business exposure and 5 items for customer response. The data was
collected from prospect customer i.e. students and their parents of selected educational institutes of
Chhattisgarh through structured questionnaires. Factor analysis with principal component extraction
method with promax rotation was used to determine the validity. Regression analysis was used to
determine the causal relationship between the independent and dependent variables. The study also
aims to suggest strategies to increase the Business Exposure and Customer Response of the Education
Institutes.

3.2.2 Dr. M. Thirumagal Vijaya (Jan, 2015).

Social media is a group of Internet-based applications that allows individuals to create,

collaborate, and share content with one another. Practitioners can realize social media? untapped
potential by incorporating it as part of the larger social marketing strategy, beyond promotion. Social
media, if used correctly, may help organizations increase their capacity for putting the consumer at the
center of the social marketing process. The evolution of social media proves how technology is ever-
changing in order to fit the needs of its users. Social media can help companies market to other
businesses or consumers. Some of these social platforms include Face book, YouTube, Twitter,
LinkedIn and Google.
3.2.3 Dr. Veena R. Humbe (July, 2014).

The Indian handloom products have a distinct place in the world of fabrics. It provides
employment for 12 million people and it is the second largest sector in the employment generation
stands only next to agriculture. It provides direct employment to 6.5 million people in the country.
Marketing is essential to boost the sale of handloom products. Marketing has been recognized as being
central to the growth and development of the handloom industry. In last few years the idea of buying
and selling has tremendously changed. The Internet has overtaken television as the largest advertising
market, as banner and pop-up advertisements showcase a vast array of products and services. The
total population of India is 1,283,810,000. Out of which 13% use social media and spend
approximately 2 hours 26 minutes daily. The use of social media by mobile users is 57% of total
population and time spend is 2 hours 36 minutes per day. Social media marketing is one of the most
important types of online marketing where small businesses are marketing their products/services and
brands on social media websites like Facebook, Twitter, LinkedIn, Google+, etc. It enables individuals
and communities to co-create, share, and modify content in an interactive, Internet-based environment.
The use of social media in marketing can benefit the handloom industries by developing the awareness
and benefits of the handloom products, reducing marketing expenses, increasing the sales, providing
the details regarding the marketplace to purchase the handloom products and exposure towards
handloom products.

3.2.4 Manju Ahuja (2003).

In their article, targeted on investigating the factors that influence the shopping behavior and
browsing behavior of consumers during online purchase specifically, the study has been conducted
about the consumers using business-to-consumer sites. The researchers also investigated buying
preferences of consumers with varied demographic profiles which may reveal different buying
approaches and consumer behaviors for a specific class of merchandise and services. Social media is
the1 most effective factors that influence buying behavior of customers.

3.2.5 Dr. Sourbhi Chaturvedi (2014).

In their study indicated that there may be 100 crore members present in social media; social
media sites became an important medium for firms and consumers to meet each us for the exchange of
information about products. They also suggest that the influence of social media on customer buying
behavior is tremendous. Buying behavior in social network is influenced by gender, education, income,
age etc.
3.3 Based on Articles :

3.3.1 Achille (2008).

This study indicates that due to reviews and recommendations posted in various social media
sites by the online buyers has increased the number of online buyers to forty percent in the past two
years. As an impact of social media, through online forty one percent of consumers purchased books,
thirty six percent consumers purchased clothes and shoes, twenty four percent consumers purchased
video games and DVDs, twenty four percent consumers purchased airline tickets and twenty three
percent consumers purchased equipment.

3.3.2 xia wang (2012).

This Article investigates peer communication through social media websites; Individual- level
tie strength and group-level identification with the peer group as antecedents. Online Consumer
socialization through peer communication also affects purchasing decisions in two ways: Directly
(Conformity with peers) & indirectly by reinforcing product involvement.

3.3.3 According to the webster (1975).

In his article “Determining the Characteristics of the Socially Conscious Consumer” expressed
that the behaviour of buyer is all psychological, physical and social of potential customers as they
become aware of evaluate purchase consume and tell other people about products and services.” Kurtz
and Boone (2007)29, in the book “Contemporary marketing‟ describes that consumer behaviour
consists of the acts of individuals obtaining and using goods and services, including the decision
processes that proceed and determine these acts”.

3.3.4 Carola Grebitus (2004).

Argued that consumers use of quality characteristics to make milk purchase decisions reveal
opportunities to create successful marketing strategies. Such a strategy could concern food quality.
They presented an article analyzing the impact of certain quality characteristics and socio-
demographics on consumption patterns regarding whole fat milk, skim milk and organic milk. This
milk was chosen because of the increasing awareness of different fat contents in the meaning of
lower fat contents being healthier and the increasing importance of the organic food market. A
consumer survey using structured questionnaire with 260 households in Germany was used to collect
the relevant data for the study. The study revealed clear differences in consumers‟ perception of quality
characteristics for the different milks. The younger consumers who are health conscious are choosing to
buy skim milk rather than other cluster of respondents.

3.3.5 Venkateswaran (2011).

In their research article „„A Study on Customers‟ Brand Preference of Selective Household
Brands at Dindigul, Tamil Nadu‟ stated that consumers prefer a particular brand based on what benefits
that brand can offer to them. They observed that in forming the tendency of customer to prefer a
particular brand, the marketing variables like advertising, quality of the product, brand name and brand
image plays an essential role.

3.4 Based on Books :

3.4.1 Consumer Behaviour by Hawkins, Best, Coney and Mukherjee (2007).

The authors of the book discussed various factors affecting consumer behaviour for buying such
as demographic and social influences (family and household), group influence, impact of advertising
and internal influences (learning, perception, attitude etc.). The book elucidated the topics such as types
of consumer decisions, purchase involvement and product involvement. The book also emphasized on
information search process and various ways for providing relevant information to the consumers are
recommended in this study.

3.4.2 Consumer Behavior by karunik and Schiffman (2006).

The book highlights dynamic business environment is turbulent as never before and the service
industry as promising as never before. In this era of intense competition companies understand the
customer is the king in the market and success depends a lot on the efficiency of the managers in
delivering the promised product or services. The responsibility lies on the organisations to develop a
culture, ethics, responsibility, value and quality services should be offered to achieve higher level of
customer satisfaction. Dynamic consumer behaviour is required to analyse various factors affecting
consumer purchase decision directly or indirectly.

3.4.3 Marketing Management by Philip Kotler (2000,2002, and 2008).

The customer is always considered as a core of business activity. Author discussed in this book
that marketing is only one factor in attracting and keeping customers. Peter F. Drucker observed that a
company‟s first task is “to create customers.” Customer estimate will deliver the most value. The book
highlighted consumer decisions making process and buying roles. The book considered customers as
value maximizes within the bounds of search costs, limited knowledge, mobility and income.

3.4.4 Services Marketing by C. Lovelock and J. Writz (2003).

The book emphasized on services marketing as a broad area and places marketing issues within
a broader general management context while offering a balanced focused on close ties that link
marketing, operations and human resource marketing. It also relates the understanding of consumer
behaviour function to develop appropriate marketing strategy. Service triangle, feature of services and
service marketing strategies are discussed in this book with detailed explanation of service quality
model.

3.4.5 Consumer Behaviour by Batra, S,K & Kazmi (2008).

The book has described consumer decision making process, buyer‟s black box and importance
of consumer behaviour studies for marketers in order to understand what satisfy the ultimate consumer.
The book described vital characteristics of Indian consumer and competitive advantages in Indian
context for the marketers. The consumer decision process, buying roles and consumer black box are
discussed in detail. The various steps evolving consumer decision making are linked with the life
stages. Young buyers, women and children considered as uprising consumers groups as a part of
competitive market situations.

3.5 Conclusion :

All the above literature depicted that number of research study has been done on social media
marketing and its impact on consumer buying behavior.
CHAPTER – 4 DATA ANALYSIS, INTERPRETATION AND PRESENTATION
 1. Age of the Consumer :

Data with respect to Age of the consumer is obtained. The results are tabulated as under:

Table 5.1.1 Age of the Consumers

Age No. of respondents Percentage

18-28 76 76%

29-39 13 13%

40-50 10 10%

Above 50 1 1%

Total 100 100%

Figure 5.1.1 Age of the Consumers

ANALYSIS:

From the above table & pie chart it is understood that out of 25 respondents, 80% (i.e. 20
 Respondents) of the respondents belong to age group of 18-28, 20% (i.e. 5 respondents) of the
respondents belong to age group of 29-39. There are no respondents belonging to age group of
above 40 in the study.

INTERPRATATION & FINDINGS:

From the above age category, it is interpreted that majority of the respondents belong to
younger generation. According to Researcher, there is lack of awareness among the age group of
above 40 years. The age category of 18-28 years enjoys purchasing goods online instead of
traditional purchasing.

2. Occupation of the consumer :

Data with respect to Occupation of the consumer is obtained. The results are tabulated as
under:

Table 5.1.2 Occupation of the Consumers

Occupation No of Respondent Percentage

Student 58 58%

Service 18 18%

Profession 12 12%

Housewife 12 12%

Others

Total 100 100%

 Figure 5.1.2 Occupation of the Consumers

3. Are you on Social Media ?

Data with respect to Usage of the social media applications by the consumer is obtained. The
results are tabulated as under:

Table 5.1.3 Usage of Social Media

Usage of Social Media YES NO

No of Respondent 98 2

Percentage 98% 2%
 Figure 5.1.3 Usage of Social Media

4. Which Social Media application you use the most ?

Data with respect to most usage of the social media applications by the consumer is obtained.

The results are tabulated as under:

Table 5.1.4 Most Usage of Social Media Application

Social Media Apps No of Respondent Percentage of usage Social

Media Apps
What’s App 31 31%

Instagram 52 52%
 Facebook 12 12%

Twitter 3 3%

Youtube 1 1%

Vidmate 1 1%

Total 100 100%

Figure 5.1.4 Most Usage of Social Media Application

5. Do you follow Brands on Social Media?

Data with respect to Follow of Brands on social media by the consumer is obtained. The
results are tabulated as under:

Table 5.1.5 Follow of Brands on Social Media

Follow Brand Yes No

 No of respondent 83 17

Percentage 83% 17%

Figure 5.1.5 Follow of Brands on Social Media

6. Do you think Social Media Marketing help customers to choose the right product? 

Data with respect to helps to choose right product on social media applications is obtained.

The results are tabulated as under:

Table 5.1.6 Helps to consumers to choose Right Product

 Response No. of Respondent Percentage

Yes 62 62%

No 4 4%

Maybe 34 34%

Total 100 100%

Figure 5.1.6 Helps to consumers to choose Right Product

7. Have you ever purchased Through Social Media ? 

Data with respect to Ever purchased from such social media applications by the consumer is
obtained. The results are tabulated as under:

Table 5.1.7 Ever Purchased from such sites

 Ever Purchased No of respondent Percentage

Yes 83 83%

No 17 17%

Figure 5.1.7 Ever Purchased from such sites

8. If Yes, How often you make the purchases?

Data with respect to Interval of purchase on social media applications by the consumer
is obtained. The results are tabulated as under:

Table 5.1.8 Interval of purchase

 Interval of Purchase No. of respondent Percentage

Frequently 29 29.3%

Rarely 70 70.7%

Total 99 100%

Figure 5.1.8 Interval of purchase

9. Do you prefer to purchase online from Social Media rather than physical purchase? 

Data with respect to preference of purchase online rather than physical purchase by the
consumers is obtained. The results are tabulated as under:

Table 5.1.9 Preference of purchase online rather than physical purchase

 Preference to purchase online No. of respondent Percentage

Yes 38 38%

No 18 18%

May be 44 44%

Total 100 100%

Figure 5.1.9 Preference of purchase online rather than physical purchase

10. What are the Benefits of buying through Social Media? 

Data with respect to Benefits of buying online through social media by the consumer is
obtained. The results are tabulated as under:

Table 5.1.10 Benefits of buying online through social media

 Benefits No of respondent Percentage

Door to Door step delivery 39 39%

Offer & Discount 48 48%

Wide Varieties 11 11%

Delivery Boy 1 1%

All 1 1%

Total 100 100%

Figure 5.1.10 Benefits of buying online through social media

11. What are the problems you face while buying through Social Media? 

Data with respect to Problems faced by consumers on social media is obtained. The results are
tabulated as under:
 Table 5.1.11 Problems faced by consumers on Social Media

Problems No of respondent Percentage

Delay 27 27%

Quality Issue 44 44%

No Tangibility 18 18%

Difficulty in using or 7 7%
Handling the applications
Scams 1 1%

Trust Issues 1 1%

Delivery Boy 1 1%

all 1 1%

Total 100 100%

Figure 5.1.11 Problems faced by consumers on Social Media

12. Are you satisfied with you online purchases? 

Data with respect to satisfied consumers with online purchase is obtained. The results are
tabulated as under:

Table 5.1.12 Satisfied with Online purchase

Satisfied with Online No of respondent Percentage

Purchase
Yes 54 54%

No 10 10%

May be 36 36%

Total 100 100%

Figure 5.1.12 Satisfied with Online purchase

13. How was your experience, Rate it on scale of 1-3  

Data with respect to rating given by consumers to Social Media Marketing is obtained. The
results are tabulated as under:
 Table 5.1.13 Rating on Social Media Marketing

Rating No of respondent Percentage

Rating 1 20 20.2

Rating 2 61 61.6

Rating 3 18 18.2

Total 99 100%

Figure 5.1.13 Rating on Social Media Marketing

CHAPTER 5- CONCLUSION & SUGGESTIONS
 6.1 SUGGESTIONS:

1. Delay in delivery of products can be eradicated by having warehouses in nearby areas.

2. For Quality issues, supplier should work more on Quality.
3. Development of Social Media Marketing Websites in such a way that Housewives can
take more interest for purchasing goods.
4. Supplier should design their applications in local languages so that consumers will
have ease in handling the applications.
5. Garments should be sold in affordable prices according to the actual quality of
material. Product must check before shipping as customers give orders with faith.
6. Product should be selling through trusted websites only.
7. There should not be delay in shipping & it should have quick & easy refund policy.
8. There is a need to increase in efficiency in Social Media Marketing.
9. There is a need to increase brand awareness among consumers.
10. There is a need to create awareness to purchase goods online instead of
traditional purchase to make “Digital India”.
11. Sales can be increase by giving huge discounts, Cash back, redeemable voucher, etc.

6.1 CONCLUSION:

As a technology is growing the social media has become the routine for each and every
person. Business uses social media marketing to enhance their performance in various ways
such as achieving the business objectives, increasing annual sales, increase their visibility,
enhance relationships, establish two-way communication with consumers, provide forum for a
feedback, and improve the awareness and reputation of the business. For these reasons, social
media websites have become an important platform for business. As business “focus on
effectively leveraging social media platforms, there are a few critical things to keep in mind”.

Social Media plays a crucial role in the Economy. Social Media Marketing Websites
must develop in such a way that each and every person including housewives and elder
generation take interest to purchase goods online. There is a need to create awareness amongst
elder generation of the economy. Only younger generation enjoy purchasing goods from social
networking sites. Business must first develop a comprehensive social media communication
strategy and then incorporate best practices in the implementation of that strategy. Following
this guide can help the business effectively and successfully derived maximum benefit from
their social media initiative. Use of social media is beneficial but should be used in a limited
way without getting addicted.
BIBILOGRAPHY
 Ahuja Manju et al., (2003) An empirical investigation of online consumer purchasing
behavior”, Commu. of the ACM, 46(12), pp.145-151.

 Achille (2008). World statistics on the Number of Internet Shoppers

[Online].USA:SanteAchille Available: http://blog.webcertain.com/worldstatistics-on-the-
number-ofinternet shoppers.

 Batra, S, K & Kazmi, S.H.H., (2008). Consumer Behavior. Excel Books.

 Dr. Chaturvedi Sourbhi et al., (2014) "Impact of social media on consumer behavior."
Indian Journal of Research in Management, Business and Social Sciences. pp.107-114.

 Dr. Chandra Ashok Kumar, Deshmukh Monal, Impact of Social Media Marketing on
Business Exposure and Customer Response: A Study on Educational Institutes of
Chhattisgarh, November 2015, Volume 4, Issue 11.
 Grebitus Carola, Chengyan Yue, Maike Bruhn and Helen H. Jensen
(2004), “Milk-Marketing: Impact of Perceived Quality on Consumption Patterns”, 105th
EAAE Seminar „International Marketing and International Trade of Quality Food
Products‟, Bologna, Italy, March 8-10, pp. 215 – 232.
 Dr. Humbe Veena R., Role of Social Media in Marketing of Handloom Products, July
2014, Volume 3, Issue 7.
 Hawkins Del I, Roger J Best,Kenneth A Coney, Amit Mukherjee (2007). Consumer
Behaviour. Tata McGrawhill.
 Kotler Philip, (2000, 2002 and 2008). Marketing Management. Prentice Hall of India.
 Lenon Schiffman G, & Kanuk Leslie Lazar (2006). Consumer Behaviour. Prentice Hall of
India.
 Lovelock, C. H. & Writz J., (2003). Services Marketing. Prentice Hall of India.
 Dr. Thirumagal Vijaya, Social Media and Marketing, January 2015, Volume 4, Issue 1.
 Venkateswaran, P.S., Ananthi, N. & Muthukrishna Binith K. (2011), “A Study on
Customers‟ Brand Preference of Selective Household Brands at Dindigul, Tamil Nadu”,
Indian Journal of Marketing, Vol.41, Issue.10, pp.22-28.
 https://www.dnyanasadhanacollege.org/docs/research/Vinodchandwani_thesis.pdf

 https://buffer.com/social-media-marketing- SMM
ANNEXURE:

1. Name of the Consumer *

2. Age of the Consumer *

a) 18-28
b) 29-39
c) 40-50
d) Above 50

3. Occupation of the Consumer *

a) Students
b) Service
c) Profession
d) Housewife
e) Others

4. Are you on Social Media? *

a) Yes
b) No

5. Which Social Media application you use the most? *

a) Whatsapp
b) Instagram
c) Facebook
d) Twitter
e) Others

6. Do you follow Brands on Social Media? *

a) Yes
b) No

7. Do you think Social Media Marketing help customers to choose the

right product? *
a) Yes
b) No
c) Not Sure

8. Have you ever purchased from such sites? *

a) Yes
b) No
9. If Yes, How often you make the purchases?
a) Often
b) Rarely

10. Do you prefer to purchase online from Social Media rather than
physical purchase? *
a) Yes
b) No
c) Maybe

11. What are the Benefits of buying through Social Media? *

a) Door to Door step Delivery
b) Offers & Discounts
c) Wide varieties
d) Others

12. What are the problems you face while buying through Social Media? *
a) Delay
b) Quality Issue
c) No Tangibility
d) Difficulty in using or handling the applications
e) Others
13. Are you satisfied with you online purchases? *
a) Yes
b) No
c) Maybe

14. How was your experience, Rate it on scale of 1-3 *

Poor experience
a) 1
b) 2
c) 3
Best experience

15. What is your recommendation for Social Media Marketing? What changes are
you expecting from Social Media? *