Summer Internship Project report

On

A Study of Social Media Marketing Of Bloombuzz

Submitted in partial fulfillment of requirement of Bachelor of

Commerce (Hons.) (B.COM(H))

B.COM(H) 5th Semester (MORNING)

Batch 2018-2021

Submitted to: SubmittedBy:

RajvinderJohal Nitin Sahni

Assistant professor 41614188818

JAGANNATH INTERNATIONAL MANAGEMENT SCHOOL KALKAJI

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 ACKNOWLEDGEMENT

It is my pleasure to be indebted to various people who contributed in the

development of thisproject and who influenced my thinking, behavior, and acts
during the course of study.

I also extend my sincere appreciation to Mr. Rajvinder Johal(Assistant

Professor) JIMS, Kalkaji who provided her valuable suggestions and precious
time in accomplishing my projectreport.

Lastly, I would like to thank the almighty and my parents for their moral support
and my friendswith whom I shared my day-to-day experience and received lots
of suggestions that improved my quality of work.

NITIN SAHNI

41614188818

CERTIFICATE OF COMPLETION

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This is to certify that Nitin Sahni, enrolment number-41614188818 pursuing
B.Com.(Hons.)from Jagannath International Management School, Kalkaji
has successfully completed the research project on “A Study of Social Media
Marketing of Bloombuzz” under my supervision and guidance.

He has taken care of all necessary aspects and has shown keen interest and
utmost sincerityduring the completion of this project file.

I certify that this project file is up to my satisfaction and as per the guidelines
laid down by the Guru Gobind Singh Indraprastha University.

DATE

Mr. RAJVINDAR JOHAL

ASSISTANT PROFESSOR

SIGNATURE

INTERNSHIP CERTIFICATE

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 DECLARATION

I, Nitin Sahni, student of B.Com.(Hons.)Vth Semester, studying at Jagannath International

Management School, Kalkaji, hereby declare that the summer training report on “A study
of social media marketing of Bloombuzz” , submitted to Guru Gobind Singh Indraprastha
University in partial fulfillment of requirement of bachelor of commerce is the original work
conducted by me.

The information and data given in the report is authentic to the best of my knowledge.

This summer training report is not being submitted to any other University for award of
anyother Degree, Diploma and Fellowship.

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 CONTENTS WITH PAGE NUMBERS
Acknowledgement 2

Contents with page no. 6

Executive Summary 8

Introduction to topic 9

Objectives 25

Literature review 27

Company Profile 34

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 Research Methodology 39

Analysis & Interpretation 45

Findings & Inferences 56

Limitations 58

Recommendations and Conclusion 60

Appendix 64

Bibliography 68

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7
 EXECUTIVE SUMMARY
Online marketing is the practice of leveraging web-based channels to spread a message
about a company’s brand, products, or services to its potential customers. The methods
and techniques used for online marketing include email, social media, display advertising,
search engine optimization, Google Ad Words and more. The objective of marketing is to
reach potential customers through the channels where they spend their time reading,
searching, shopping, and socializing online.

Widespread adoption of the internet for business and personal use has generated new
channels for advertising and marketing engagement, including those mentioned above.
There are also many benefits and challenges inherent to online marketing, which uses
primarily digital mediums to attract, engage, and convert virtual visitors to customers.

Online marketing differs from traditional marketing, which has historically included mediums
like print, billboard, television and radio advertisements.

Bloombuzz is a new startup initiative by third year students of Delhi University. It

promotes new student entrepreneurs in the market through featuring about them in their
online post.

The project report focuses on the online marketing strategies used by the company to
promote their startup on various online sites and platforms. Throughout the analysis, it was
found out that the strategies helped the company to establish a good image in the eyes of
their target audience.

This project gave me a great learning experience and at the time it gave me enough scope to
implement my ability.

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 CHAPTER I

INTRODUCTION TO THE TOPIC

Social Media

Social media are interactive computer-mediated technologies that facilitate the creation or
sharing of information, ideas, career interests, and other forms of expression via virtual
communities and networks

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 FIGURE 1.1
However, there are some common features:

1. Social media are interactive Web 2.0 Internet-based applications.

2. User-generated content such as text posts or comments, digital photos or videos, and
data generated through all online interactions, is the lifeblood of social media.
3. Users create service-specific profiles for the website or app that are designed and
maintained by the social media organization.
4. Social media facilitate the development of online social networks by connecting a
user's profile with those of other individuals or groups.

Social Media Marketing

The meaning of the term ‘social media’ can be derived from two words which constitute it.
Media generally refers to advertising and the communication of ideas or information through
publications/channels. Social implies the interaction of individuals within a group or
community.

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Taken together, social media simply refers to communication/publication platforms which
are generated and sustained by the interpersonal interaction of individuals through the
specific medium or tool. Wikipedia has a general definition of the term: Social Media is the
democratization of information, transforming people from content readers into content
publishers. It is the shift from a broadcast mechanism to a many-to-many model, rooted in
conversations between authors, people, and peers.

Social media marketing refers to the process of gaining website traffic or attention through
social media sites. Social media marketing programs usually center on efforts to create
content that attracts attention and encourages readers to share it with their social networks. A
corporate message spreads from user to user and presumably resonates because it appears to
come from a trusted, third-party source, as opposed to the brand or company itself.[citation
needed] Hence, this form of marketing is driven by word-of-mouth, meaning it results in
earned media rather than paid media.

Social media marketing is a new marketing strategy which almost every business is adopting
to reach their consumers on the virtual networks. If you have an idea and you want it to reach
millions, at a very little cost, then social media is the only way-out. Entertainment companies
were the first to adopt the social media as a promotional tool. Weinberg (2009) has defined
social media marketing as the process that empowers individuals to promote their websites,
products, or services through online social channels and tap into a much larger community
that may not have been available via traditional channels. So if we keep it simple, social
media marketing is the process where organizations use social media websites to build rush
on their company official websites. It does not stop here but organizations also inform the
potential customers of happenings in the organization, launch of the newmodel or product
and latest news about the organization through social media applications. Gordhamer (2009)
has related social media marketing to the relationship marketing where firms need to shift
from “trying to sell” to “making connections” with the consumers.

This explanations of social media marketing takes us to the other side of marketing, where
building relations with the potential consumers is the key to repeated purchases and enhanced

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brand loyalty. Social Media is an innovative tool that organizations use for creating a very
strong public relation with the customers on the virtual networks (Jan & Khan, 2014).

Maintaining public relations through social media has become easy because a large number
of potential consumers are available on the virtual networks. And making connection with
consumers using social media is only some clicks away. Today’s customers are more
powerful and busy; therefore, companies should be reachable and available in every social
media communication channel such as Face book, Twitter, Blogs, Forums at any time
(Gordhamer,2009).

Exploiting the opportunities provided by the social media communication channels is

important for every organization.

Dimension of the Social media marketing (Asa’ad,&Anas, 2014)

There are five dimension of the social media marketing, which means these five things are
required to create connections with consumers or to building traffic to company websites.

Online Communities:

A company or business can use the social media to build a community around its
products/business. Vibrant communities create loyalty and encourage discussions, which can
contribute towards business development and improvement. (Taprial, &Kanwar, 2012).

Interaction:

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A Facebook page or Twitter account can notify all its followers of specific subject quickly
and simultaneously (Berselli, Burger, & Close, 2012). Social networking sites enable greater
interaction with the online community through broadcasting up-to-date, consumer relevant
information. (Fischer, &Reuber, 2011)

Sharing of Content:

The sharing dimension is about the extent to which an individual ex-changes, distributes and
receives content in a social media setting. (Babac, 2011)

Accessibility:

The social media is easily accessible and takes minimal or no costs to use. Social media is
easy to use and does not require any special skills, knowledge to use. (Taprial, &Kanwar,
2012).

Credibility: It is all about delivering your message clearly to the people, establishing
credibility for what you say or do, connecting emotionally with your target audience,
motivating the buyer and generating loyal customers. The social media provides a very good
platform for all businesses (big or small) to network and reach out to their target audience,
connect with them directly and generate trust by listening to what they have to say. (Taprial,
&Kanwar, 2012).

The meaning of the term ‘social media’ can be derived from two words which constitute it.
Media generally refers to advertising and the communication of ideas or information through
publications/channels. Social implies the interaction of individuals within a group or
community. Taken together, social media simply refers to communication/publication
platforms which are generated and sustained by the interpersonal interaction of individuals
through the specific medium or tool. Wikipedia has a general definition of the term: Social
Media is the democratization of information, transforming people from content readers into
content publishers. It is the shift from a broadcast mechanism to a many-to-many model,
rooted in conversations between authors, people, and peers.

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Social media uses the “wisdom of crowds” to connect information in a collaborative manner.
Social media can take many different forms, including Internet forums, message boards,
weblogs, wikis, podcasts, pictures, and video. Social media are media for social interaction,
using highly accessible and scalable communication techniques. Social media is the use of
web-based and mobile technologies to turn communication into interactive dialogue. Andreas
Kaplan and Michael Haenlein also define social media as "a group of Internet-based
applications that build on the ideological and technological foundations of Web 2.0, which
allows the creation and exchange of user generated content." Businesses also refer to social
media as consumer generated media (CGM).

A common thread running through all definitions of social media is a blending of technology
and social interaction for the cocreation of value. As one Cairo activist succinctly put it,
"“We use Facebook to schedule the protests, Twitter to coordinate, and YouTube to tell the
world." However, there is some debate about the extent to which social media facilitate this
kind of change.

Social Media Marketing in India

An Overview India has 95 million active internet users. Social Media is really picking up
new heights in India. According to the 2010 Regus Global Survey of business social
networking, India tops the usage of social networking by business – it has the highest activity
index, 127, far more than the US’97, and 52% of the Indian respondent companies said that
they had acquired new customers using social networks while 35% American companies
managed that.

Many companies are coming big way for Social Media Optimization for their Product or
Services nowadays. During Election 2014 Social Media was used for Influence Indian
Voters. Social Media Marketing in India is being undertaken by all e-Retailing & ecommerce
organizations and many brands like Tata Docomo, MTV India, Channel V, Clear Trip, Tata
Photon, Axe deodorants, Microsoft, Naukri, Shaadi, and many more. Besides, numerous
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Indian celebrities are also using SMM platform to promote their movies, music and events
via Twitter, Facebook and personalized blogs. Social Media Marketing is also boosting
public relations business.

Several PR agencies in India are undertaking brand building exercises for corporate
organizations, brands and celebrities. However, to the delight of many among us, the biggest
gainers from SMM till date have been the organizations from the Not-for Profit sector.
Several Campaigns like ‘Bell Bajao’ and ‘Jaago Re’ have been quite successful on 12 Social
Networking Sites. These campaigns have been spreading the word about their cause through
blogs, Twitter and Facebook.

Social media as a Marketing tool:-

By using Social media marketing as a marketing tool, anyone can gain information,
education, news, etc., by electronic media and print media. Social media are distinct from
industrial or traditional media, such as newspapers, television, and film. They are relatively
inexpensive and accessible to enable anyone (even private individuals) to publish or access
information, compared to industrial media, which generally require significant resources to
publish information.

One characteristic shared by both social media and industrial media is the capability to reach
small or large audiences; for example, either a blog post or a television show may reach zero
people or millions of people and also useful to generate revenue. Some of the properties that
help describe the differences between social media and industrial media are:

1 Reach - both industrial and social media technologies provide scale and are capable
of reaching a global audience. Industrial media, however, typically use a centralized
framework for organization, production, and dissemination, whereas social media are
by their very nature more decentralized, less hierarchical, and distinguished by
multiple points of production and utility

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2 Accessibility - the means of production for industrial media are typically government
and/or privately owned; social media tools are generally available to the public at
little or no cost.

3 Usability - industrial media production typically requires specialized skills and

training. Conversely, most social media production does not require specialized skills
and training, or requires only modest reinterpretation of existing skills; in theory,
anyone with access can operate the means of social media production.

4 Profitability – social media is a source of promotion but also it is using as a source of

income and get profit by selling and buying through social media sources. Social
media has become the biggest source of platform to perform and earn profit in a very
effective manner.

5 Permanence - industrial media, once created, cannot be altered (once a magazine

article is printed and distributed changes cannot be made to that same article) whereas
social media can be altered almost instantaneously by comments or editing.

6 Size: Facebook has over 250 million users globally. On an average, 70-100 tweets
happen by the second. An average user on Facebook has 120 friends. This is the kind
of enormity Social networking sites espouse and with this comes the license to
communicate powerfully. But when such large numbers are involved, there is a
danger of something going wrong and when it does, it happens in a big way. An
expert should be hired to do what is best for business.

7 Boost website traffic: Social media is probably the fastest and easiest means of
redirecting traffic to company’s website. By simply placing their website URL in their
profile, the company can have all their profile visitors check out their website and a
percentage of traffic is sure to get converted in course of time. This is the virtual way
version of “word-of mouth”.

8 Branding: Buying a candy may have been impulsive all your life, but if it is
discussed on a social networking site, there is likely to get brand conscious even a
candy. Social media is a smart way to build brands. Social media platforms are known
to be one of the most powerful and fast means of branding. Some of the big brands

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 like Coke, Ford, Dell, IBM, Burger King are some of the well-known brands have
powerfully used social media platforms to endorse themselves

Community media constitute an interesting hybrid of industrial and social media. Though
community-owned, some community radios, TV and newspapers are run by professionals
and some by amateurs. They use both social and industrial media frameworks. In his 2006
book, The Wealth of Networks: How Social Production Transforms Markets and Freedom,
YochaiBenkler analyzed many of these distinctions and their implications in terms of both.

Comparison of Traditional Advertising with Social Media Advertising

Traditional advertising media includes print media radio and visual media. In fact, only the
print media was considered to be traditional media but in this context of discussing the
impact of social media advertising and is comparison with other media advertisements, al
other existing media except the social media is considered as traditional media, at least for the
sake of this report. Though social media is gaining importance and acceptance, 45% of
advertisement revenue is still paid for advertisements in the print media Hampel (2012). This
figure can be debated to be a result of the inexpensive social media advertisements as
mentioned earlier. Though the investment for advertising in social media is very less, the
mass appeal is much higher and hence more returns can be expected. Hampel (2012)
identifies that consumers are becoming increasingly resistant to traditional advertising
(Pieters and Wedel 2007). Precise targeting of consumers is not possible in mass media such
as print and television whereas by using the Internet as a source of advertisements, people
who were interested in a particular product can be drawn towards the company more easily.
As mentioned before, this is called as a pull strategy as opposed to a push strategy. Even
within the traditional media of advertising, premium print advertisements which are far more
expense than are being widely used. More prestigious perception of an advertising scheme
converges with the advertised brand, thereby leading premium-print advertisements to be
perceived more prestigious Hamps, 2012)

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According to Hill & Moran (2012) the interactive nature of social media is the factor which
draws a huge number of people towards it as compared to the traditional media such as TV,
radio and print meda. Social media is more customizable as compared to traditional media.

In social media, it is easy to find what a consumer needs. Constrastingly, in case of traditional
media, the consumer is forced to enjoy whatever is broadcasted by someone eke Social media
makes it easier to search for relevant information thereby cutting down the time, energy and
money required to search for it. Above all man being a social animal is on the

constant outlook towards interacting with other people around him Traditional media does
not give an opportunity for this whereas social Media was actually built for this purpose in
the first place. Though there are some downsides to social media marketing such as privacy
concem, legal concern and over exposure towards public, these limitations can be overcome
if social media is used promptly. wisely and effectively. Thus social media is by any chance
better than traditional media in terms of expense, wider appeal and lesser indirect costs.

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
Benefits of social media marketing

Allows companies to promote themselves to large, diverse audiences that could not be
reached through traditional marketing such as phone and email-based advertising.


Marketing on most social media platforms comes at little to no cost- making it accessible to
virtually any size business.


Accommodates personalized and direct marketing that targets specific demographics and
markets.

Companies can engage with customers directly, allowing them to obtain feedback and resolve
issues almost immediately.

Ideal environment for a company to conduct market research.


Can be used as a means of obtaining information about competitors and boost competitive
advantage.

 Social platforms can be used to promote brand events, deals, and news.

 Platforms can also be used to offer incentives in the form of loyalty points and discounts.

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 Strategy:-

Planning

Social media marketing planning is a term used in marketing management. It describes the
first stage of forming a Social media marketing strategy for the wider Social media marketing
system. The difference between digital and traditional marketing planning is that it uses
digitally based communication tools and technology such as Social, Web, Mobile, Scannable
Surface. Nevertheless, both are aligned with the vision, the mission of the company and the
overarching business strategy.

Stages of planning

Using Dr Dave Chaffey's approach, the Social media marketing planning (SMMP) has three
main stages: Opportunity, Strategy, and Action. He suggests that any business looking to
implement a successful Social media marketing strategy must structure their plan by looking
at opportunity, strategy and action. This generic strategic approach often has phases of
situation review, goal setting, strategy formulation, resource allocation and monitoring.

1) Opportunity

To create an effective DMP, a business first needs to review the marketplace and set
'SMART' (Specific, Measurable, Actionable, Relevant, and Time-Bound) objectives.They can
set SMART objectives by reviewing the current benchmarks and key performance indicators
(KPIs) of the company and competitors. It is pertinent that the analytics used for the KPIs be
customized to the type, objectives, mission, and vision of the company.

Companies can scan for marketing and sales opportunities by reviewing their own outreach as
well as influencer outreach. This means they have competitive advantage because they are
able to analyse their co-marketers influence and brand associations.

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To seize the opportunity, the firm should summarize its current customers' personas and
purchase journey from this they are able to deduce their Social media marketing capability.
This means they need to form a clear picture of where they are currently and how many
resources they can allocate for their Social media marketing strategy i.e. labor, time, etc. By
summarizing the purchase journey, they can also recognize gaps and growth for future
marketing opportunities that will either meet objectives or propose new objectives and
increase profit.

2) Strategy

To create a planned digital strategy, the company must review their digital proposition (what
you are offering to consumers) and communicate it using digital customer targeting
techniques. So, they must define online value proposition (OVP), this means the company
must express clearly what they are offering customers online e.g. brand positioning.

The company should also (re)select target market segments and personas and define digital
targeting approaches.

After doing this effectively, it is important to review the marketing mix for online options.
The marketing mix comprises the 4Ps – Product, Price, Promotion, and Place. Some
academics have added three additional elements to the traditional 4Ps of marketing Process,
Place, and Physical appearance making it 7Ps of marketing.

3) Action

The third and final stage requires the firm to set a budget and management systems; these
must be measurable touchpoints, such as the audience reached across all digital platforms.
Furthermore, marketers must ensure the budget and management systems are integrating the
paid, owned, and earned media of the company. The Action and final stage of planning also
requires the company to set in place measurable content creation e.g. oral, visual or written
online media.

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After confirming the Social media marketing plan, a scheduled format of digital
communications (e.g. Gantt Chart) should be encoded throughout the internal operations of
the company. This ensures that all platforms used fall in line and complement each other for
the succeeding stages of Social media marketing strategy.

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 Understanding the market:-

One way marketers can reach out to consumers, and understand their thought process is
through what is called an empathy map. An empathy map is a four-step process. The first step
is through asking questions that the consumer would be thinking in their demographic. The
second step is to describe the feelings that the consumer may be having. The third step is to
think about what the consumer would say in their situation. The final step is to imagine what
the consumer will try to do based on the other three steps. This map is so marketing teams
can put themselves in their target demographics shoes.

Web Analytics are also a very important way to understand consumers. They show the habits
that people have online for each website. One particular form of these analytics is predictive
analytics which helps marketers figure out what route consumers are on. This uses the
information gathered from other analytics and then creates different predictions of what
people will do so that companies can strategize on what to do next, according to the people's
trends.

Consumer behavior- the habits or attitudes of a consumer that influences the buying process
of a product or service.[98] Consumer behavior impacts virtually every stage of the buying
process specifically in relation to digital environments and devices.

Predictive analytics- a form of data mining that involves utilizing existing data to predict
potential future trends or behaviors. Can assist companies in predicting future behavior of
customers.

Buyer persona- employing research of consumer behavior regarding habits like brand
awareness and buying behavior to profile prospective customers. Establishing a buyer
persona helps a company better understand their audience and their specific wants/needs.

Marketing Strategy- strategic planning employed by a brand to determine potential

positioning within a market as well as the prospective target audience; involves two key
elements: segmentation and positioning. By developing a marketing strategy, a company is
able to better anticipate and plan for each step in the marketing and buying process.

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 CHAPTER II

OBJECTIVES OF THE STUDY

OBJECTIVES

1. To analyze how much social media users spend their time on different social media
platform.

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2. To study the various tools of Social media marketing.

3. To learn and create a Social media marketing plan for generating incremental leads
and audience.

4. To learn how to promote a brand through social media platform.

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 CHAPTER III

LITERATURE REVIEW

Literature Review

The present chapter is based upon review of literature on the subject matter of ‘content
writing and Social media marketing’ from various aspects within the constraints of limited
data and research materials. Literature on content writing and Social media marketing has
been collected from thesis, dissertation, research papers, articles, governmental and
institutional report, books, magazine, newsletters and newspapers etc.

Review Social media has a large impact on today consumers’ life. Therefore, using social
media becomes vital for business firms to reach their customers effectively. However, social
media and brand equity is not a topic that is widely discussed. Consequently, the potentialities
of social media have been hiding under the sand of unawareness. In this section, the findings
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of an extensive literature search have been summarized by fulfilling the aims of identifying
appropriate SMM practices and their relationship to CBBE.

Social Media Defined Social media platform has been identified as webbased services that
allow individuals to develop public or semi-public profiles, communicate with a list of users
with whom they share a connection and view those connections and those made by others in
the system (Boyd & Ellison, 2007). According to the definition of Kaplan (2010) which is
most popular, social media can be defined as “a group of Internet-based applications that built
on the ideological and technological foundations of Web 2.0 and that allow the creation and
exchange of user-generated content” (Kaplan &Haenlein, 2010). Web 2.0 means using
internet as a platform whereby contents are no longer developed by a company or individuals
but consistently changing by all the internet users (Schivinski, 2013). Different forms of
social media such as webpages, microblogs, video sharing and photo share facilitate their
users to interact, collaborate and sharing contents (Yazdanparast, Joseph, & Muniz, 2016).
During the short period that social media has been used for business purposes in two primary
ways. The first and most common way is tocommunicate with external parties such as
customers, vendors, and public.

For this purpose, business firms maintain social media pages on popular networks such as
Facebook, My Space, and Twitter. The second and less commonly used purpose of
socialmedia is internal communication within an organization (Leonardi, Huysman,
&Steinfield, 2013). In this study, the focus is on interacting with external parties through
social media.

Holly Paquette said that social networking sites have become an avenue where retailers
can extend their marketing campaigns to a wider range of consumers. Chi (2011, social
media marketing as a “connection between brands and consumers offering a personal
channel and currency for user centered networking and social interaction.” The tools and
approaches for communicating with customers have changed greatly with the emergence
of social media; therefore, businesses must learn how to use social media in a way that is
consistent with their business plan (Mangold and Faulds 2099). This is especially true for
companies striving to gain a competitive advantage.

Charles Gibson said that the internet’s expansion has had a meaningful, tremendous impact
on the marketing of customer goods. A review of the literature displayed a direct, solid
connection between marketing and technology.
Flavio Tiago said that to attain a more in-depth analysis of the Internet Marketing concept
evolution and integration with other technology-based components, it’s necessary to
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research outside the marketing field. At a first glance, we can find different references to
this concept in the literature, such as interactive marketing [2, 12, 13], digital marketing ,
Internet Marketing , e-marketing and online marketing .All terms have at least one
common characteristic: the use of information technology tools to interact with consumers,
enabling strategies oriented to the client and simultaneously minimizing transaction costs.
HarshmitKaurSaluja said that advertising is continuously growing after the advent of the
interactive advertising. Journal of Creative Internet and is still at its growing pace and
there is lot more Communication, 303-311. to explore in this area. The Internet users are
continuously growing so it can be inferred that making advertisement Anusha, G. (2016).
effectiveness of online advertising.

Social Media Marketing (SMM) Defined Social media marketing can be defined as the
process that empowers promotion of websites, products, and services via online social
channels. It involves marketing related activities such as blogging, sharing photos and posts
online (Mathew & Muniz, 2016). The conversion of social media from friends’ network to
most reliable and fast evolving source to inform about products and services brings
tremendous changes to the marketing field (Rishi & Sharma, 2017).

Facebook Marketing Defined As a result of an extensive search, the researcher has found out
that there is no formal definition of Facebook marketing. However, arelated one has
beenfound out from the MarketingSchools.org, (2012). According to them, Facebook
marketing can be defined as “creating-and actively using-a Facebook page as a
communications channel to maintain contact with and attract customers
(MarketingSchools.org, 2012).

Customer-based brand equity (CBBE) defined Consumer-based brand equity has been
defined by (Keller, 1993) as “the differential effect that brand knowledge has on consumer
response to the marketing of that brand. ”According to him, brand equity consists of two
components of brand awareness and brand image. Brand awareness refers to the ability to
identify a brand separately from other brands under different conditions. The brand image
refers to the consumer perception of the brand. However, according to Aaker, (1991) brand
equity consists of four components of brand awareness, perceived quality, brand associations,
and brand loyalty. Leoneetal.in 2006, identified three key drivers of brand equity as brand
awareness, customer brand attitudes and customer perceptions of brand ethics.

29
• Brand awareness - Brand awareness is the extent to which customers’ ability to
recognize or recall that a brand is a member of the certain product category (Aaker, 1991).

• Brand association means anything linked in memory to a brand. That link becomes
stronger when it related to customer experience or exposure (Aaker, 1991).

• Perceived quality means customers’ overall impression of the products or services

comes under a particular brand name. It can be identified as another core dimension of brand
equity (Aaker, 1991).

• Brand loyalty - In the brand value chain, brand loyalty is identified as a behavioral
response of customers (Godey, Manthioua, Pederzoli, Rokka, & Aiello, 2016). These four
assets create value for both company and customers. In this study, the research has chosen
brand equity model developed by Aaker, (1991) and concentrated on brand equity from a
consumer perspective.

Social media antecedents to brand equity For the purpose of identifying social media
marketing activities, past scholar writings have been evaluated. Accordingly, Table 1
summaries the different social media marketing antecedents of brand equity found out in
studies

Internet marketing has been described simply as ‘achieving marketing objectives through
applying digital technologies’ (Chaffey et al., 2009). Social media marketing is the use of
technologies to help marketing activities in order to improve customer knowledge by
matching their needs (Chaffey, 2013). In the developed world, companies have realized the
importance of Social media marketing.

In order for businesses to be successful they will have to merge online with traditional
methods for meeting the needs of customers more precisely (Parsons, Zeisser, Waitman

30
1996). Introduction of new technologies has creating new business opportunities marketers to
manage their websites and achieve their business objectives (Kiani, 1998).

Online advertising is a powerful marketing vehicle for building brands and increasing traffic
for companies to achieve success (Song, 2001). Expectations in terms of producing results
and measuring success for advertisement money spent, Social media marketing is more
costefficient for measuring ROI on advertisement (Pepelnjak, 2008).

Today, monotonous advertising and marketing techniques have given way to Social media
marketing. In addition, it is so powerful that it can help revive the economy and can create
tremendous opportunities for governments to function in a more efficient manner (Munshi,
2012). Firms in Singapore have tested the success of Social media marketing tools as being
effective and useful for achieving results. (Teo, 2005). More importantly, growth in Social
media marketing has been due to the rapid advances in technologies and changing market
dynamics (Mort, Sullivan, Drennan, Judy, 2002).

In order for Social media marketing to deliver result for businesses, digital content such as
accessibility, navigation and speed are defined as the key characteristics for marketing
(Kanttila, 2004). Other tried and tested tool for achieving success through Social media
marketing is the use of word-of-mouth WOM on social media and for making the site popular
(Trusov, 2009). In addition, WOM is linked with creating new members and increasing traffic
on the website which in return increases the visibility in terms of marketing.

Social media with an extra ordinary example Facebook has opened the door for businesses to
communicate with millions of people about products and services and has opened new
marketing opportunities in the market. This is possible only if the managers are fully aware of
using the communication strategies to engage the customers and enhancing their experience
(Mangold, 2009). Marketing professional must truly understand online social marketing
campaigns and programs and understand how to do it effectively with performance
measurement indicators. As the market dynamics all over the world are changing in relation
to the young audience accessibility to social media and usage. It is important that strategic

31
integration approaches are adopted in organization’s marketing communication plan (Rohm
& Hanna, 2011). With the above reviews we can assume that GST is a tax reform which will
change the scenario of the country as a support for this review study.

Blogs as a tool for Social media marketing have successfully created an impact for increasing
sales revenue, especially for products where customers can read reviews and write comments
about personal experiences. For businesses, online reviews have worked really well as part of
their overall strategic marketing strategy (Zhang, 2013). Online services tools are more
influencing than traditional methods of communication (Helm, Möller, Mauroner, Conrad,
2013). As part of study, it is proven that users experience increase in self-esteem and
enjoyment when they adapt to social media which itself is a motivating sign for businesses
and marketing professional (Arnott, 2013). Web experiences affect the mental process of
consumers and enhance their buying decision online (Cetină, Cristiana, Rădulescu, 2012).

The Internet is the most powerful tool for businessesMarketing managers who fail to utilize
the importance of the Internet in their business marketing strategy will be at disadvantage
because the Internet is changing the brand, pricing, distribution and promotion strategy.

Social media marketing is performed accordingly to the emerging market, it is vital to

understand the dynamic pattern of social media marketing and its influences on consumers,
marketers and the relationship between them. This study conducts a systematic literature
review based on 92 papers to identify the transformation of social media marketing in social,
behavioral and market-related areas. The paper uses the dynamic social content theory and
the framework of transformative social media marketing to understand to what extent social
media marketing has changed over time and how it is shaped by recent work. We found that
consumer engagement is influenced by the emerging market and new marketing tools would
occur on social media platforms. This research provides a clear pattern to understand
transformative social media marketing on its forces and outcomes, which would be benefit for
both consumers and firms.

32
 CHAPTER IV

Company profile

FIGURE 4.1

33
ABOUT BLOOMBUZZ

Bloombuzz are a sophomoric news and media platform passionately celebrating the spirit
of student entrepreneurship and their life stories replete with dedication and hard work,
with an aim to promote the fostering growth of the student startup ecosystem in India.

They feature budding student startups to spread a word about their unheard inspiring
stories, that stand as an epitome of how “hard work, fail and rise” go hand in hand for a
successful startup. They also striving to build a platform wherein we can connect various
startups to help one another with business services and aiming to inspire people and equip
them with the knowledge, facts and relevant news of the startup world and try creating an
informative platform for our readers. The organization commenced business in the
November of 2019 when two 2nd year students, ManviMehrotra and Kriti Mittal, the
founders, decided that they want to instill the entrepreneurial spirit in students while
making a fortune of their won. But making a fortune was not the primary motive of the
young girls.

Bloombuzz is a budding news and media platform striving to bring to light the unheard
student startup stories, replete with inspiring instances of "how to fail & to rise go hand in
hand" for a successful startup and foster a persistent spirit of entrepreneurship by creating a
knowledge-sharing platform.

NUMBER OF EMPLOYEES

The organization employs 20 permanent employees and 50 interns at a time. Around 300
colleges students have gained work experience at Bloombuzz in the past 2 years by
interning in the organization.

Future Prospects

In the near future the founders of Bloombuzz look forward to expand and grow multiple folds
in order to accomplish their mission and to increase revenue. The organization has already
received funding from various sources and is working to prepare detailed plans on the proper
employment of the received funds. They have the competitive first mover advantage as they
were the first to enter into the field of student entrepreneur publishing.

34
 Brands & Partners:-

 Houseitt

FIGURE 4.2

Houseitt is a ‘by the students and for the students’ initiative, registered under ‘Start-up India’
that aims to simplify the process of finding accommodation and assisting students in finding
their perfect home away from home. We seek to deliver affordable, accessible and
studentcentric accommodation through a student-friendly and convenient platform. Houseitt
goes beyond simply helping you discover property and is a community of students that have
got your back with whatever it is that you need!
35
  iShoppe

FIGURE 4.3

Internet Shoppe (PTY) Ltd, is an IT Company based in Laudium, Pretoria, (South Africa).The
company started its operations in the early 90's. The beginning was very humble, but with a
clear vision for growth and attainment of excellence in the field of IT. Over the years, the
company has grown from strength to strength. Today, the company is much more defined and
has never stopped at anything in its search for an operation that will give its customers
complete satisfaction.

 Uneako

FIGURE 4.4

Uneako is an amalgamation of “unique and “eco” meaning that we provide eco-friendly and
sustainable products in never seen before avatar.

With our motto “sharing sustainable happiness”, we strive to curb the environmental threats
of climate change and plastic pollution by introducing an exclusive innovative range of
climate positive product solutions, which are made using various organic, natural, industrial
waste and biodegradable materials.
36
Alongside we are also trying to support the 5 marginalised communities of our society by
employing them to heartcraft our products.

CHAPTER V

RESEARCH METHODOLOGY

37
 RESEARCH

Research may be very broadly defined as systematic gathering of data and information and its
analysis for advancement of knowledge in any subject. Research attempts to find answer
intellectual and practical questions through application of systematic methods.

Research is a process of systematic inquiry that entails collection of data: documentation

of critical information: and analysis and interpretation of that data/information in
accordance with suitable methodologies set by specific professional field and academic
discipline.

According to Waltz and Bansell (1981). Research is a systematic, formal and precise process
employed to gain solution to problems or to discover and interpret new facts and relationship.

According to Kothari (2006), Research is a pursuit of trust with the help of study observation,
comparison and experiment, the search for knowledge through objective and systematic
method of finding solution to a problems.

RESEARCH METHODOLOGY:

The process used to collect information and data for the purpose of making business decision.
The methodology may include publication research, interviews surveys and other research

38
techniques, and could include both primary data and secondary data and both present and
historical information

PURPOSE OF THE STUDY

The research has been done to study theSocial media marketing.

Research Design

Descriptive research design has been used in this study. Descriptive research design aims
toobserve, describe and archive the aspects of a situation as it occurs naturally without
anymanipulation or control. It is used to describe the characteristics of a population or
phenomenonbeing studied. It does not answer questions how/when/why the characteristics
occurred.

Sampling

The process of selecting sample or number of observations from a large population is

Sampling.

In research terms, sample is a group of people, objects, or items that are taken from a
populationfor measurement. The sample selection should be representing the population so as
to ensure thatwe can generalize the findings from the research sample to the population as a
whole.

Simple Random Sampling

Simple random sampling is a sampling technique where every element in the population is
givenan equal and independent chance of selection. Here the selection of elements as sample

39
dependson chance or by probability, therefore, this sampling technique is sometimes also
known as amethod of chances.

Sources of Data Collection:-

Primary Data :- Primary data is the information gathered from the first source in a controlled
oruncontrolled situation. Primary data is also called raw information. Primary data has not
beenpublished yet and is more reliable, authentic and objective.

Secondary Data :- Secondary data is the data that has been already collected by and is
readilyavailable from other sources. Secondary data is easily accessible therefore, this source
of datacollection consumes lesser amount of time and is cost saving as well.

Data Collection Tools:-

Interview

An interview is a face-to-face conversation between two individuals with the sole purpose
of collecting relevant information to satisfy a research purpose. Interviews are of different
types namely; Structured, Semi variation structuredand unstructured with each having a
slight from the other.

Questionnaires

This is the process of collecting data through an instrument consisting of a series of questions
and prompts to receive a response from individuals it is administered to. Questionnaires are
designed to collect data from a group.

Reporting

By definition, data reporting is the process of gathering and submitting data to be further
subjected to analysis. The key aspect of data reporting is reporting accurate data because
of inaccurate data reporting leads to uninformed decision making.

40
Existing Data

This is the introduction of new investigative questions in addition to/other than the ones
originally used when the data was initially gathered. It involves adding measurement to a
study or research. An example would be sourcing data from an archive.

Observation

This is a data collection method by which information on a phenomenon is gathered through

observation. The nature of the observation could be accomplished either as a complete
observer, an observer as a participant, a participant as an observer or as a complete
participant. This method is a key base of formulating a hypothesis.

Focus Groups

The opposite of quantitative research which involves numerical based data, this data
collection method focuses more on qualitative research. It falls under the primary category
for data based on the feelings and opinions of the respondents. This research involves asking
open-ended questions to a group of individuals usually ranging from 6-10 people, to provide
feedback.

Combination Research

This method of data collection encompasses the use of innovative methods to enhance
participation to both individuals and groups. Also under the primary category, it is a
combination of Interviews and Focus Groups while collecting qualitative data. This
method is key when addressing sensitive subjects.

Sample size

Sample size refers to the number of participants or observation included in a study. This
number is usually represented by n. The size of a sample influences two statistical properties:

1. The precision of our estimates

2. The power of the study to draw conclusion.

The entire project is purely based on primary data. All theories applied in the study is purely
based on the data collected, i.e. Primary data.
41
The method used for the collection of data for the report/project is survey method.

The sample size for the same is 48 people.

In this research study questionnaire was used a tool for data collection.

42
 CHAPTER VI

ANALYSIS AND INTERPRETATION

43
Q1. What is your experience on different social media platforms
?

FIGURE 6.1

INTERPRETATION:

Out of the 48 respondents,50% students seems to be satisfied with social media platforms,
whereas 25% of them says they’re very satisfied,6.7
1 % claims to be okay with it. Only 8.3
percent of students are se
emed to be dissatisfied.It can be seen that majority of respondents
are satisfied with the social media platforms social
so media seems to be the idealpromotional
and marketing platform as it can target suitabletomers.
cus

44
Q2. How well are you satisfied with online marketing strategies?

FIGURE 6.2

INTERPRETATION:

When we talk about satisfying with the online marketing strategies following are the
percentages interpreted from the survey: 58.3% students says that they are very satisfied with
the strategies, 33.3 % students says that they are very satisfied and 8.3 percent of the
respondents are dissatisfied.

45
 .

Q3 Do you think online marketing plays a key role in the promotion of the
business?

FIGURE 6.3

Interpretation:.

According to 58.3% of students which occupies the majority of chart, online marketing plays a
key role in the promotion of the business. It can be analyzed that it helps the companies to
garner new traffics, leads and sales for their business by reaching people looking for those
products and services that they are providing and plays a vital role in helping to expand the
business.

Q4 Can social media marketing really helpful for business ?

46
 .

FIGURE 6.4

INTERPRETATION:

According to the survey 75% students say yes to that social media marketing is helpful for
business. On the contrary 25% of them disagree. Majority of respondents agrees to the
statement that social media marketing allows to boost business websites and online sales, by
making the business more visible and accessible to a wider range of consumers who are
already searching for products and services that companies are dealing with.

Q5 Did you attend any business related

webinar sessions during lockdown
?

47
 .

Q6 . Do you think online marketing platforms are a good way of an influencing

FIGURE 6. 5
people?

INTERPRETATION:

66.75% of studentshave claimed that they’ve attended business related webinar sessions
during lockdown. On the other hand 33.3% studentsseemnot to do so.As the majority of
students have attended the webinars
it is clear that digital marketing have boomed in the
lockdownand more and more people and having awareness and are connecting digitally.

FIGURE 6.6

Interpretation:

According to the survey mentioned above 100% students agrees to that online
marketing platforms are a good way of influencing people.It is clear that the society is driven
by digital technology. The impact is such that there are places in the world where the
residents may not have clean water, but they own smartphones. Another incredible influence
on people’s lives, nowadays, is digital marketing. It affects people’s interactions, work,
purchases, and habits. Digital marketing has had a profound impact on the traditional ways
of marketing.

48
Q7. Does a comp
any really need blogs for social media marketing
?

FIGURE 6.7

INTERPRETATION:

According to 85.7 % of students a company

really need
s blogs for social media marketing.
Whereas14.3% of them doesn`t feel the need to have blogs. Since the majority of
respondents agree
, the reason can be that
in terms of social media marke
ting, having a blog
really helps to fuel the activity on
social media. Having original content to share not only
drives more engagement on helps to boost the business exposure overall.

49
Q8. Isdigital methods for promoting brand according to you is most effective
way for an organization?

FIGURE 6.8

INTERPRETATION:

According to my interpretation from above mentioned survey 71.4% students agrees to that
digital methods are an effective way for an organization to promote a brand whereas, 14.3%
students strongly agree and another 14.3% students are neutral. The majority of respondents
agree to the statement that digital promotion is most effective as we are in the era of digital
world. Today people all around the world are more active socially rather than in real so
promoting business on social media platforms can lead their business diversely

Q9. Do you see positive growth in New startups?

50
FIGURE 6.9

INTERPRETATION:

According to 42.9% of students there is a positive growth in new startups whereas 42.9%
students are neutral about it and 14.3% students strongly agrees. There has been mixed
responses on this one as it is not easy to start a brand new business but on today`s digital
era it has been way more easy to convey your words to the world and through social
media platforms new business can be promoted easily.

Q10. Does being more social make us happier?

51
FIGURE 6.10

Interpretation:

According to 57.1% students in the survey they think being more social makes us happy,
14.3% students strongly agrees and 28.6% students are neutral about it. It can be analyzed
that being social makes happier as people can share their skills and talent to the world. On the
other hand some people found it depressing.

52
 CHAPTER VII

FINDINGS AND INTERPRETATION

FINDINGS AND INFERENCES

53
The following points are findings from the above analysis:

 According to the survey, most of the students are either satisfied or very satisfied with the
social media platform.

 There’s a highest probability of people who are satisfied with the online marketing
strategies.
 More than half of people believe that online marketing play a key role in promoting
Business.It helps the companies to garner new traffics, leads and sales for their business by
reaching people looking for those products and services that they are providing and plays a
vital role in helping to expand the business.
 We found out that social media marketing is helpful in business in various ways. Social
media marketing allows to boost business websites and online sales, by making the
business more visible and accessible to a wider range of consumers who are already
searching for products and services that companies are dealing with.
 Even in lock down most people have attended business related online sessions.it is clear
that digital marketing have boomed in the lockdown and more and more people and having
awareness and are connecting digitally.

 Online marketing platforms are a good source of motivation overall.

 Blogging is an important medium to do social media marketing. Having a blog really helps
to fuel the activity on social media. Having original content to share not only drives more
engagement on helps to boost the business exposure overall.
 Digital methods are a more effective way to promote a brand . The impact is such that there
are places in the world where the residents may not have clean water, but they own
smartphones. Another incredible influence on people’s lives, nowadays, is digital
marketing. It affects people’s interactions, work, purchases, and habits. Digital marketing
has had a profound impact on the traditional ways of marketing..

 There’s a positive response and growth in new startups.

 Socializing makes people happy and motivated by one or the other medium.
.

54
 CHAPTER VIII

LIMITATIONS

LIMITATIONS

Constraints I faced while doing this study are:

❖ Many times company is not willing to give their confidential information or

proper data, so I had to make this project using minimal information available to me,
my knowledge, and by referring to the relevant books.

❖ Companies have a policy to maintain secrecy and this affects the quality of

project. ❖ Sample size being small, may not represent the true facts and figures.

❖The data collected through questionnaire may not be true. The answers maybe

manipulated answers given be the respondents ❖The responses maybe biased.

55
 CHAPTER IX

RECOMMENDATIONS AND CONCLUSIONS

56
 Recommendations:

• A Company should prepare a weekly report to track their growth and to improve.
• They should use free promoting sources like - blogging and YouTube just to fall inside
the budget.
• Feedback should be given by the customers for us to realise and improve within.
• It should make sure you’re checking often and on different computers and web
browsers from problems. Check for bad links, slow loading times, messed, up display,
etc.  They should let their customer leave rating and review for other customers to
see.
• Stay ahead in the competition.
• The way companies provide feedback to the interns, interns should also be given the
right to give feedback to the company they worked for. This will be a change of
perspective for the companies and a different point view to which they can improve.

57
 CONCLUSION

Social media marketing refers to the process of gaining website traffic or attention
through social media sites Social media marketing programs usually center on efforts
to create content that attracts attention and encourages readers to share it with their
social networks Social media marketing is the component of marketing that utilizes
internet and online based digital technologies such as desktop computers, mobile
phones and other digital media and platforms to promote products and services The
purpose of this study was to study the social media marketing of Bloombuzz.
Houseitt is a ‘by the students and for the students’ initiative, registered under ‘Start-up
India’ that aims to simplify the process of finding accommodation and assisting students
in finding their perfect home away from home.

The employer should provide the employees with opportunities to enhance their
career and also they should hire more people so that the burden on one employee gets
decreased. Also they should ensure 100% participation and satisfaction of all the
employees.
Social media working more as a search engine these days because people trust people
rather trusting companies. Also people think that I would be cheaper to buy from the
people directly rather than going to the company website. Hence, an area of interest is
searched on a social media and concerned people are found and communicated with.
Social media marketing creates a positive effect on may business markets such as
financial institutions, travel and tourism businesses. Retail businesses. knowledge

58
businesses, entertainment industry, and so on. Since the process of social media
marketing saves money, time and is highly engaging and interesting social media
marketing seems to be the next big thing to be the work as a whole

One of the biggest advantages of social media marketing as opposed to traditional

advertising is that potential customers can be precisely targeted. For example, in
Facebook, t a person species that his area of interest interior designing: his home page
would have advertisements of interior designers on it. This, it doesn't seem to be a
hassle for the customer because they would definitely want to see these
advertisements. As for the business owner, he/she needs to pay only if a person clicks
on his/her advertisements. Thus it is a win situation for both the business owner and
the customer

Similarly small business start-ups should utilize the endless opportunities provided by
social media sites such as Face book, Twitter and LinkedIn The biggest advantage for
small business start-ups is that the amount of money to be spent on advertisements
can be massively cut down and brand building can be done effectively. As in
LinkedIn which is Customizable, more than one products being sold by the same
company can also be marketed.

59
APPENDIX

60
61
62
63
64
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65
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https://www.BloomBuzz .com/
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