Final Project Report

Course Title:

Research Methodology of Social Sciences

Submitted To: Adnan Siyal

Group members

 Ammar Ali L1s17bbam0077

 Basit Javed L1s17bbam

 Which Social Media Tool is Effective for digital marketing?

Abstract

The study mainly investigates the relationship of Facebook, Snap Chat, Instagram with Social

Media; we have collected the data from the adults of the population to know about the user

level of interest in each social media application. After conducting this analysis, we

concluded that People use Instagram on large level more than other social media tools.

Therefore, this is best platform to do digital marketing.

Keywords: Social Media, Facebook, Instagram, Snap Chat.

Introduction

Introduction:

The implementation of digital marketing into business strategy has become a more regularly

used strategy. Gaikwad & Kate (2016) noted that marketing has always been around. Digital

marketing has proved great source of targeting customers and promoting your brand

worldwide. Digital marketing has trait of bring positive change in trends of economy,

Customer services, recruitments, Jobs, it has changed the concept of typical door to door

marketing and gave ease to marketers, now they use digital marketing Tools to make their

business prosper. Digital marketing helps in Artificial intelligence, Chatbots, Pansexual,

Search engine optimization, Micro influencer. Using the internet, social media, mobile apps,

and other digital communication technologies has become part of billions of people’s daily

lives. Now Businessmen are doing digital marketing through such social media platforms like

Facebook, Twitter, Instagram and Snapchat. The social media playing massive role in digital

marketing. To collect data to resolve the concerns related to usage of social media for digital

marketing, we will conduct quantitative research.

Framework

Facebook

SnapChat Instagram

Social
Media

Research Problem

Which of the social media tool is more effective for undertaking digital marketing.

Significance

Research is important for top management to increase their customer

base, also helps in boosting sales by analyzing the data regarding the

demand of that product or service. Sales caused by many ways, digital

advertisement play a vital role in attracting customers towards their

products and services. So choosing right tool for advertisement is very

essential for practitioners. Moreover, once we are able to attract our right

customer at right times by using social media platform, this make

influence buyers intention towards certain product or services.

It is important for academia because it will help students to develop skills

that will be useful for them if they pursue a career in sales and marketing

especially in the research in the field of digital marketing.

Purpose

The purpose of this research is to study the relationship of social media

with Facebook, Instagram and Snapchat, in the context of making analysis

on each social media tool usage rate, acceptance and effectiveness in the

eye of its users.

Literature review

Introduction: Social media usage has increased ubiquitous in the everyday lives of people

worldwide. Social media allows users to create personal profiles, articulate their identities,

connect with other users and brands, and view, share, upload and comment on photos,

messages, videos and other content posted on their newsfeeds. As of August 2017, the most

popular social media platforms worldwide include Facebook (2.047 billion active users),

Instagram (700 million active users), Twitter (357 million active users) and Snapchat (255

million active users) (Statista, 2017) Contemporary approach of marketing has changed

rapidly with the help of social media. It has developed a relation between marketers and other

consumers, by establishing new possibilities and opportunities with the aim of increasing

consumer brand awareness. (ComScore Media, 2009). Social media advertising provides a

whole new dimension to advertising, as it offers interactivity to the users, especially on

Facebook (Logan, Bright, & Gangadharbatla, 2012)

Advertising on Facebook: According to some research, social media such as Facebook act

as a check on the credibility of brands. Lee and Kim (2011) Facebook creates wide platforms

for viral online recommendation (Smock, Ellison, Lampe, & Wohn, 2011). “This encourages
advertisers whose organizations are willing to spend a reasonable portion of their budgets on

analyzing procedures to determine potential customers and target them with advertisements

on Facebook” (Falls, 2009). Facebook positioned itself as an effective means of enhancing

the brand image of various goods and services (Kaplan & Haenlein, 2010).However, they are

shifting advertising from push advertising to trust-based advertising, in whichadvertisers

engage their consumers with their brands and stimulate word of mouth (WOM) promotion

(Knight & Kristina, 2007).

Advertisement on Twitter: In line with this reasoning, number Twitter followers was found

to contribute to one’s opinion leader status (Feng, 2016) and opinion leaders have the

intention to build large groups of followers (Hwang, 2015). On the other hand, it is said that

users with a lot of followers in combination with only a few followees, are no “true” Twitter

users (Siegler, 2009) or it indicate that the followers are artificially collected or “fake”

(Cresci, Di Pietro, Petrocchi, Spognardi and Tesconi, 2015). In contrast, a user with many

followees has more opportunities to learn about different topics and opinions, and thus more

ability to look beyond their own social environment, which might be beneficial in terms of

opinion leadership (Williams 2006). Brands are increasingly using social media sites and

messaging apps to advertise their products, due to their ability to increase brand exposure,

attract website traffic, develop loyal fans, and gather consumer insights, while at the same

time, consumers also use these platforms to follow their favorite brands and products.

Snapchat, in particular, is a popular platform for brands looking to reach teenagers and young

adults, with 64% of leading global brands being active on Snapchat as of October 2016

(Statista, 2016)

Advertisement on Instagram: Instagram is rapidly growing platform where people share

their pics and social services are being conducting while the research academia is still limited

(Sheldon & Bryant, 2016) “Recently, one celebrity’s profile with the highest number of
followers, reached 92 million” (Instagram, 2016). “Consumers perceive individuals with a

large

number of subscribers as more attractive and trustworthy, this is in line with Source

Credibility Theory and relates to electronic word of mouth” (eWOM) (Jin &Phua, 2014).

“Source credibility refers to the consumer perception of the information source based on

attractiveness, trustworthiness and knowledge in the area of the endorsed product “(Ohanian,

1990)

Advertisement on Snapchat: Snapchat is especially popular among younger social media

users. For instance, November 2016 Pew Internet report found that 56% of smartphone users

aged 18–29 regularly use Snapchat and other messaging apps (Pew Research Center, 2016).

Snapchat, in particular, is a popular

platform for brands looking to reach teenagers and young adults, with 64% of leading global

brands being active on Snapchat as of October 2016 (Statista, 2016). Applying the

theoretical concepts of self-brand congruity (Sirgy, 1982), self-referencing (Ahn et al.,2017;

Escalas, 2007), and extant literature on humor in advertising (Weinberger and Gulas, 1992;

Sternthal and Craig, 1973).

Comparison of all the social media platforms: A less search ability, dyadic connectivity,

and restrictive default safety settings of Snapchat set it apart from bolder platforms such as

Facebook, Twitter, or Instagram. Similarly, these features putt impact on this question why

Snapchat encourages a more informal mode of communication among close ties (Bayer,

Ellison, Schoenebeck, & Falk,2016). When data was collecting, Facebook (2016) had 1.1

billion daily active users, Instagram (2016) had almost 300 million, and Snapchat had nearly

120 million (Snap Inc., 2017). Twitter did not report daily online users at the time but

claimed 310 monthly active users (Twitter, 2016). However, these numbers are not bound to

US they are figures of globe, Facebook has clear position in regard to size of audience
(according to Campbell, 90% of American eligible voters) As number of followers represents

the audience with whom influencers share their ideas, a higher number of followers might

elicit greater brand effects. Jin et al. (2014)

“Facebook (2.047 billion active users), Instagram (700 million active users), Twitter (357

million active users) and Snapchat (255 million active users)” (Statista, 2017). “Snapchat is

especially popular among younger social media users. For instance, a November 2016 Pew

Internet report found that 56% of smartphone users aged 18–29 regularly use Snapchat and

other messaging apps” (Pew Research Center, 2016). “Individuals spend more time on

Instagram than other similar sites, suggesting it is of importance to research this media type”

(Sheldon & Bryant,2016). According to the reports Instagram has more than 400 million

monthly active users (Statista,2016) “The effectiveness of eWOM on consumers’ attitudes

and behavioural intentions is determined, to some degree, by the perceived credibility of

eWOM communicators”

(Reichelt et al., 2014; Erkan & Evans, 2016). Celebrities are very important tool when it

comes to advertising products and services (Van Norel et al., 2014).

Methods

Population

We have targeted the both adults and mature population who know the

use of social media, residence of Johar Town Lahore. We find our

respondent from library of University of central Punjab mostly of them

were student, who were into social media.

Sampling Technique

Convenience sampling has used to collect the data, those students that were available in the
library, we ask them to fill out these questionnaires.
 

Sampling Size

The sample size for our research is 30 respondents.

Instrumentation

Section-I

Demographics

Please encircle your choice:

1. What is your gender?

(a) Female (b) Male (c) Other

. 2. What is your marital status?

(a) Married (b) Unmarried (c) Engaged

3. Where do you live?

(a) Urban (b) Rural (c) Sub-Urban

4. How old are you?

(a) Under 18 (b) 18-20 (c)21-30 (d) 31-40 (e) 41-50 (f) 50+

5. The time you spend on social media for personal or business use.

(a) Personal (b) Business (c) Mixture of both

6. Would you say that Social Media Influencers and Celebrity Endorsements play a big

part in influencing your purchasing decision?

(a) Yes (b) No

 7. In a heavily dominated 'like' society, would you say that you care about the amount of

'likes' you get on your social media content to the extent of deleting it if the content

doesn't reach a personal satisfaction?

(a) Yes (b) No

8. Personally, what do you think the positives and negatives are of social media?

9. On which app you spend maximum your time?

(a) Instagram (b) Facebook (c) Snapchat

10. 10. Before you complete this survey, can you tell me what social media platform you

followed the link.

(a) Instagram (b) Facebook (c) Snapchat

Section-II

Social Media Usage

 The given statement is related to social media usage, by encircling

indicate how much you agree or disagree with the given statement.

Whereas, strongly disagree=1, Disagree=2, Neutral=3, Agree=4, Strongly agree=5

Disagree

Neutral
Strongly

Strongly
Agree

Social media is effective for business. 1 2 3 4 5

Social media Ads attract the audience 1 2 3 4 5
Agree

massively.
Disagree

I use social media for everything. 1 2 3 4 5

2S3o4c5ial media is important part of 1 2 3 4 5

our life.
Social media has changed the 1 2 3 4 5
life.
We are addictive of social 1 2 3 4 5

media.

Section-III

Instagram

 The given statement is related to Instagram usage, by encircling

indicate how much you agree or disagree with the given statement.

Whereas, strongly disagree=1, Disagree=2, Neutral=3, Agree=4, Strongly agree=5

Neutral
Disagree

Strongly
Disagree
Strongly

Agree

Agree
It has best feature than other social 1 2 3 4 5

media platforms.
Instagram is very useful For me. 1 2 3 4 5
I like advertisement on Instagram. 1 2 3 4 5
I prefer Instagram on other social 1 2 3 4 5

media apps.
You are active user of Instagram. 1 2 3 4 5

Section-IV

Snapchat

 The given statement is related to Snapchat usage, by encircling

indicate how much you agree or disagree with the given statement.

Whereas, strongly disagree=1, Disagree=2, Neutral=3, Agree=4, Strongly agree=5

 Strongly

Strongly
Disagree

Neutral

Agree
It has best feature than other social 1 2 3 4 5

Disagree
media platforms.
Snapchat is very useful For me. 1 2 3 4 5
I like advertisement on Snapchat. 1 2 3 4 5
I prefer Snapchat on other social 1 2 3 4 5

media apps.
You are active user of Snapchat. 1 2 3 4 5

Section-V

Facebook

 The given statement is related to Facebook usage, by encircling

indicate how much you agree or disagree with the given statement.

Whereas, strongly disagree=1, Disagree=2, Neutral=3, Agree=4, Strongly agree=5

Disagree

Neutral

Agree
Disagree
Strongly

Strongly
Agree

It has best feature than other 1 2 3 4 5

social media platforms.

Facebook is very useful For me. 1 2 3 4 5
I like advertisement on Facebook. 1 2 3 4 5
I prefer Facebook on other social 1 2 3 4 5

media apps.
You are active user of Facebook. 1 2 3 4 5

Inclusion-exclusion criteria
 The respondents that we have selected are the educated people who

have full knowledge about each tool of social media and basic knowledge

about advertisements. We did not collect the data from the old ages, kids

and because we want to know from those who have potential, knowledge

and skill of use regarding social media platforms.

Data Collection

The research is based on quantitative form of data collection. The main

method of data collection was by distributing questionnaires. The data

wasss collected from 30 respondents in the library of University of Central

Punjab. Questionnaires were distributed randomly among the targeted

respondent. N

Data Analysis

Correlations
Brand Brand

Loyalty Experience Word of Mouth

Social Media Pearson 1 -.193 -.498

Correlation
Sig. (2-tailed) .755 .393
N 5 5 5
Instagram Pearson -.193 1 .947*

Correlation
Sig. (2-tailed) .755 .014
N 5 5 5
From correlation table it is concluded that correlation of Instagram with

brand loyalty is significant at p< .05 and at R= 0.998. It is concluded that

the relationship is positive and strong.

 Model Summary
R Adjusted R Std. Error of

Model R Square Square the Estimate

1 .999a .999 .997 .89936

From model summary the

adjusted R square is 0.997 means 99.7% change in word of mouth and brand experience is

caused by brand loyalty.

Coefficientsa
Standardize

Unstandardized d

Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 35.797 .752 47.596 .000
Instagram 2.267 .066 2.699 34.374 .001
From coefficient table i.e. Instagram has positive and significant relationship with social

media which is accepted at p< .05.

Discussion

Hence from the data analysis it is concluded that

H1: Instagram has strong relation with social media.

Conclusion

At last, we can say that Instagram has largely maintained his position in the mind of its users,

people are leaving other apps, because they are not much satisfy with the characteristics of

other social media tools, they like and find Instagram much useful over other apps because it
has unique pattern of advertisement and the quality of content is much attractive on this

platform.

Limitations and Suggestions

The limitations of this research is the rather small sample size. Deriving

results from a sample size of that size may not lead to conclusive results.

A sample size that is too little diminishes the power of the investigation

and expands the margin of error, which can ultimately render the whole

process trivial and meaningless. To guarantee significant outcomes, they

typically alter test size dependent on the necessary certainty level and

room for mistakes, just as on the normal deviation among singular

outcomes.

Moreover, there should be proper workshop that respondent can take and

on the behalf of his knowledge about the usage of social media tools also

the knowledge he has got from the workshop will combine helpful to

generate a authentic analysis regarding this research on social media

tools and their effectiveness.

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