A PROJECT REPORT

ON

"IMPACT OF SOCIAL MEDIA ADVERTISING ON

CONSUMERS AND THEIR RESPONSE”
Presented in Partial Fulfillment of the Requirement for the awards of the degree of
BACHELOR OF BUSSINESS ADMINISTRATION
SESSION 2018-2021

GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY

JAGAN INSTITUTE OF MANAGEMENT STUDIES

SECTOR-5,ROHINI

FACULTY DETAILS: STUDENT DETAILS:

Ms. Sonal Pahwa Ritika Dudeja

(ASST. PROFESSOR) ENROLMENT NO: 02550401718

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2
 ACKNOWLEDGEMENT

This internship opportunity that I had with DIGIFUSE was a great chance for learning and
professional development. Therefore, I consider myself a very lucky individual as I was provided
with an opportunity to be a part of it. I am also grateful for having a chance to meet so many
wonderful people and professionals who led me through the internship period.

I would like to express my gratitude and appreciation to all those who gave me the possibility to
complete this report. I am highly indebted to employees and colleagues at DIGIFUSE for their
guidance and constant support and supervision as well as for providing necessary information
regarding the project and also for their support in completing the project. I would like to express
my gratitude towards my parents and member of DIGIFUSE for their kind cooperation and
encouragement which help me in completion of the project.

Also, many thanks to the guide of the project- MS. SONAL PAHWA who has given her full
effort in guiding me in achieving the goal as well as her encouragement to maintain my progress
in track.

RITIKA DUDEJA

BBA (GEN) 5TH SEMESTER

ENROLLMENT NO.:02550401718

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 CERTIFICATE

This is to certify that RITIKA DUDEJA of BBA, 5th semester has successfully completed this
“PROJECT FILE” for the SUMMER INTERNSHIP as prescribed by GGSIPU. It embodies
the original work done by the student.

FACULTY DETAILS:
Ms. SONAL PAHWA
Assistant Professor

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 INDEX
S.No. TOPIC Page NO.
1 Company Certificate 2
2 Acknowledgement 3
3 Certificate 4
4 Executive Summary 6
Ch-1 Introduction 7
1.1 Industry Overview 8-12
1.2 Profile of Organisation 13-16
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1.3 SWOT Analysis 17-20
1.4 Competitor’s Profile 20-23
1.5 Problem of Organisation 23-24
Ch-2 Objectives and Research Methodology 25
2.1 Objectives of study 26
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2.2 Scope of study 26
2.3 Research Methodology 27-31
Ch-3 Conceptual Discussion 32
7 3.1 About the Topic 33-36
3.2 Literature Review 37-40
8 Ch-4 Data Analysis 41-55
Ch-5 Findings and Conclusions 56
9 5.1 Findings 57
5.2 Conclusion 58
10 Ch-6 Recommendations 59-60
Ch-7 Bibliography 61
11 7.1 Citations 62
7.2 References 63
ANNEXURE
12 64-65
 Questionnaire

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 Executive Summary
Marketers increasingly use social media platforms as a promotion channel, and doing this, they
prefer highly interactive social media because it allows consumers to socialize and network
better. In this setting, the study analyzes the role of media interactivity and the effects it has on
the reaction of customers towards the social media ad. Further, the study analyzes the perspective
of consumers on Promotional ads on social media. In addition, it has been aimed to study the
effect of social media advertising on brand image. In this research, quantitative method has been
used and research data has been obtained via online questionnaires shared on social media
applying convenience sampling method. The obtained data have been analyzed by Graphs and
charts. As a result of the analysis, it has been found that favorable attitudes toward social media
advertising significantly influence consumers’ ad clicking behavior, which in turn positively
affects their online buying behavior. The study also reveals that social media advertising does
influence and affect buying decisions of customers and has a great impact on brand image of an
organization as it will be the way to impress the targeted customers. Therefore, customers must
feel important and should understand the need of the services offered by the organization.

Thus, the study makes a significant contribution to the literature and practice regarding the
effects of social media interactivity which is relatively recent and has been overlooked by past
researchers.

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 CHAPTER – 1
INTRODUCTION

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1.1 Industry Overview

1.1.1 Marketing and Advertising:

Advertising is more powerful than ever. It’s capable of selling stuff that doesn’t just make

money but also the stuff that makes change, Cheil Worldwide’s Malcolm Poynton.

Advertising is a very old form of promotion with roots that go back even to ancient times.

In recent decades, the practices of advertising have changed enormously as new

technology and media have allowed consumers to bypass traditional advertising venues.

From the invention of the remote control, which allows people to ignore advertising on

TV without leaving the couch, to recording devices that let people watch TV programs

but skip the ads, conventional advertising is on the wane. Across the board, television

viewership has fragmented, and ratings have fallen.

Clearly companies need to move beyond traditional advertising channels to reach

consumers. Digital media outlets have happily stepped in to fill this gap. Despite this

changing landscape, for many companies advertising remains at the forefront of how they

deliver the proper message to customers and prospective customers.

1.1.2 Definition

According to American Marketing Association (A.M.A.) –

“Advertising is any paid form of non-personal presentation and promotion of ideas,

products or services by non-individual and identified source (sponsor) to encourage the

public to make use of what is introduced”.

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Advertising establishes a one-way channel of communication, where companies can

broadcast non-personal messaging to a general audience. Unlike other types of marketing

or even public relations, companies have total control over advertising. When a company

pays to place an ad, it has complete control over how the content involved is promoted.

There are countless benefits to a successful advertising campaign. In common practice,

businesses can leverage advertising to:

 Educate customers on the nature of products or services

 Convince customers that products or services are superior

 Improve customer perception of brand or culture

 Generate customer need or want for products or services

 Exhibit new applications for products or services

 Publicize new products or services to potential customers

 Attract new customers to purchase products or services

 Retain the existing customer base

1.1.3 Importance

1. Marketing is an effective way of engaging customers:

It’s important for a business to engage its customers. Marketing is a tool to keep the

conversation going.

Engaging involves furnishing the customers with relevant information about the

products and business as well. It’s all about creating fresh content.

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Social media is one of the best platforms where a company can engage it’s customers.

Some organizations use short videos and other humor-laden tricks to engage their

customer base.

By engaging customers, marketing gives them a sense of belonging.

2. Marketing helps to build and maintain the Company’s Reputation:

The growth and life span of a business is positively correlated to it’s business’s

reputation. Hence, it’s fair to say it’s reputation determines it’s brand equity.

A majority of marketing activities are geared towards building the brand equity of the

company.

Marketers use effective communication, branding, PR and CSR strategies to ensure

that a business’s reputation is maintained.

3. Marketing helps to build a relationship between a business and

its customers:

Segmentation helps the business meet the needs of its customers hence gaining

their trust. The product team ensures the business delivers what’s promised at the

right time. This makes the customers brand loyal.

Loyal customers will have the confidence to buy more products from the company.

The trust and understanding between the business and its customers make commercial

activities more fruitful.

4. Marketing is a communication channel used to inform customers:

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 Marketing informs your customers about the products or services you’re offering

them.

Through marketing, the customers get to know about the value of the products, their

usage and additional info that might be helpful to the customers. It creates brand

awareness and makes the business stand out.

5. Marketing helps to boost sales:

Marketing utilizes different ways to promote your products or services. When

customers are happy about your products or services, they become your brand

ambassadors without your knowledge. They will spread the word and your sales will

start to increase.

Types of Marketing:

Today, several common types of marketing include:

Digital Marketing — Digital marketing refers to application of marketing strategies to

electronic communication devices, such as computers or smartphones. Digital marketing

strategies often leverage search engines, email, websites, blogs and other techniques to

reach customers.

Social Media Marketing — A subset of digital marketing, social media marketing uses

social platforms such as Facebook or Twitter to reach potential clients. This style of

marketing allows companies to take advantage of earned media from individuals outside

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of their organization. An evolving part of social media marketing is influencer marketing,

where popular users are compensated for promoting a company’s products or services.

Global Marketing — Between globalization and the internet, some of the world’s

largest companies have developed global brands. Accordingly, global marketing enables

these companies to employ a unified strategy to reach customers at the local, regional,

national and international levels at the same time.

Relationship Marketing — Relationship marketing eschews invasive strategies such as

commercials or ads and relies on customer happiness instead. Relying on strategies that

help retain and satisfy customers, relationship marketing strives to establish a long-time

and loyal client base.

Brand Management — Brand management attempts to create a bond between customer

and a particular company’s brand. To do so, it is necessary to evaluate a company’s

products or services as well as logo, design, packaging and other elements. Brand

management also assesses aspects of the target market, direct competition and existing

customer relationships.

Product Development — Product development is the process of transforming a business

opportunity into a sellable product or service. Development can occur with existing

products or new products. Successful product development involves many marketing

concepts, including identification of client needs as well as market research and analysis.

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1.2 Profile of Organization

DIGIFUSE

1.2.1 General Information

 Address : Noida, Uttar Pradesh

Image 1 : Company logo

 Contact : +91 9803624949

 Website : http://www.digifuse.co.in/

 Email : [email protected]

 Company Size: 11-50 employees

 Founded by: Tushar Bhatia

1.2.2 About the Organization

Digifuse is an organization which blends global digital technologies to help businesses

build their brand presence through our extensive student network.

They provide effective digital marketing solutions by running various campus

activations, user acquisitions and brand awareness campaigns through youth marketing.

They have worked for 100+ brands to promote them through their student network.

They help brands to build up their influencer marketing campaigns with top creators that

deliver engaging social media content for their audience and help to boost up their

product/service.

1.2.3 Mission

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To provide and implement result-oriented advertising and marketing strategies designed

to meet our client’s objectives and requirements.

1.2.4 Services Offered

 User Acquisitions and Engagements: We all need to acquire new customers to make

our products and businesses work. Whether there are a few users paying big bucks or

thousands visiting any platform for free, how to get and retain customers is what is

important.

Customer acquisition is important for businesses of any age and size. It allows a

business to :

1) Make money to meet costs, pay employees, and reinvest in growth

2) Show evidence of traction for outside parties such as investors, partners,

and influencers.

 Sales and Marketing: The digital age has introduced obstacles for sales and

marketing, but it has also opened doors to countless ways to connect with customers. The

internet and social media sites have made this new dynamic a reality for years now. Still,

not all businesses have adapted to accommodate this shift in power. In fact, only 48% of

marketers feel highly proficient in digital marketing.

Digifuse provides all kinds of sales and marketing campaigns which may interest

any organization.

 App Promotions (Reviews/Downloads): Every application on the playstore

requires good user traffic reach along with positive reviews & ratings.

Digifuse form a bridge between client and their target audience and try to engage

them to bring higher user traffic and promotion of their application.

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  Social Media Marketing: We have a dedicated social media activation team

along with the content writers which may provide you excellent engagement

in various posts on all social media platforms.

 Brand Awareness: Digifuse aims to establish and build awareness for company’s

brand, and provide them with a loyal audience that recognizes their brand among

competitors, chooses products time and time again, and recommends their friends

and family do the same.

 Youth Marketing: Digifuse empowers youth to learn, grow and support

themselves. They learn through their peers in the Digifuse network and also,

earn side by side through their representative program.

1.2.5 Partners

 INTEGER Innovation

Image 2: Partner 1

 Picxele

Image 3: Partner 2

 DU Assassins

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 Image 4: Partner 3

 Marcadeo

Image 5:Partner 4

 The Rising Bharat

Image 6: Partner 5

 The DU Post

Image 7: Partner 6

1.2.6 Clients

 Intern Theory

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  SnapStore

 Top Quiz

 Woo

 TecMaths

 StarPick

 Sattviko

 PharmEasy

 Spartan Poker

 YaDude

 Xapads

 VCommission

1.3 SWOT Analysis

STRENGTHS WEAKNESS

 Relevant and unique content  Global reach equals global

 Good hosting service competition

 Easier to measure and project results  Technological changes

 Geography is less important  User-Data privacy and security

OPPORTUNITIES THREATS

 Growing trend of digital media  Increasing cyber-crimes and frauds

 Targeted and sales ready traffic  New entrants on social media

 Innovative marketing strategies  Poor customer retention

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1.3.1 Strengths

 Relevant and unique content: Unique content is important on social media.

It is important for a business to create unique content for each platform. That means

creating visual content on Instagram and written content on Twitter, for example. Some

tips for creating unique content:

o Use multiple sources when writing a blog article

o Never look directly at existing content when writing

o Write from your own memory

o Write in a style that is unique to the website or brand

 Good hosting service: the company has invested resources in training it’s employees

to treat it’s customers well and solve their queries with ease.

 Easier to measure and project results: Digifuse has a great structure of employees

work evaluation and inspection that tracks and collect all the responses and presents in a

way such that employees stay motivated and healthy competition exists.

 Geography is less important: the company’s business model enables the company

to employee trainees/interns from all over the country.

1.3.1 Weakness

 Global reach equals global competition: The same model that helps company to

employ workers from all over the world also poses as a weakness that makes the company

vulnerable to global competition.

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  Technological changes: In this ever changing IT world , it is very difficult to keep

up technological advancements happening on a daily level and keeping up with the

new market trends.

 User-Data privacy and security: The company has not used a lot of security

protocols to safely acquire their user data without any possibility of an attack from a

hacker.

1.3.2 Opportunities

 Growing trend of digital media: With the emergence of high speed connectivity all

over the world there is a huge rise in the count of users on social media platforms

and digital marketers are making the best use of this opportunity.

 Targeted and sales ready traffic: It has become very easy for the digital

marketers to target the right audience at the right time.

 Innovative marketing strategies: With high relevance of social media advertising

to business, marketers must be updated with latest trends and strategies.

1.3.3 Threats

 Increasing cyber-crimes and frauds: Cybercrime is nothing new,

but increased levels of connectivity, remote working, reliance on technology,

and automation means the risk of attack is rising rapidly.

 New entrants on social media: The companies are realising the influence of social

media and digital marketing and thus are trying to enter the market. Thus, making

it difficult for Digifuse to compete on local and global level.

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  Poor customer retention: When the advertisements by companies like Digifuse are

bombarded on social media, users are likely to get annoyed by the services offered

and thus lose its effect.

1.4 Competitor’s Profile

1.4.1 Let’s Nurture

Image 8: Competitor 1

We are living in an age where a company’s product will remain obscure if it lacks a

strong social media presence. If a company wants to harness the true potential of social

media for a brand.

Their social media experts will help to showcase the client’s brand in the most attractive

way possible before the potential customers and clients. With this, brand will tie them up

in social interaction and get them hooked on to company’s services.

Some of their social media services include:

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  Innovating strategies to boost the sales graph through social media influencer

marketing.

 Engaging customers by creating powerful social media campaigns and

content promotion strategies.

 Expanding social media reach from the local market to a wider audience by

putting the brand’s image in the most favorable position.

Clients: Lets Nurture has a list of impressive clients, including Addymate, TicketOnSale,

Idolbee, ViewChat, and many more.

Branches: Lets Nurture has its offices in Bangalore and Ahmedabad in India, USA,

United Kingdom, Singapore, Canada, Kuwait, and Australia.

Contact Details: Phone Number: +91-812-345-6789

Email Address: [email protected]

Website: www.letsnurture.com

1.4.2 Marketing Masala

Image 9: Competitor 2

Based in New Delhi, Marketing Masala specializes in framing effective social media

marketing strategies. It was founded in 2015, and to date, the company has served clients

from all around the world.

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 Their social media recipe includes:

 Implementing advanced influencer marketing methods to give any brand the

desired growth on social media.

 Increasing any brand’s awareness with compelling content marketing strategies.

 Creating more social media customer engagement across all platforms.

Clients: Some of Marketing Masala’s domestic and international clients are App Radar,

Circus Social, FMCG Mobile, and more.

Branches: Marketing Masala has its office in New Delhi, India.

Contact Details: Phone Number: +91-837-796-8232

Email Address: [email protected]

Website: www.marketingmasala.com

1.4.3 Shootorder

Image 10: Competitor 3

With a team of experienced social media professionals, Shootorder can deliver you the best

return on investment. Founded back in 2012, they have been offering specialized services in

social media and content marketing to companies across the country and abroad.

Their social media modus operandi includes:

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  Perfecting social media content strategy to amplify your brand’s image and reputation.

 Creating, running, testing, and improving social media paid campaigns on

Facebook, Instagram, Twitter, etc.

 Designing social media contests and creatives that capture customers’ attention

and generate leads.

Clients: Some of the clients, Shootorder is working with are BMW, Hathway, Times Group,

PropTiger, Continental Hospitals, Nalsar, etc.

Branches: Shootorder has its office in Hyderabad in India.

Contact Details: Phone Number: +91-630-392-1512

Email Address: [email protected]

Website: www.shootorder.com

1.5 Problems of Organisation

 Poor customer relations

Bad customer relations have negative side effects in all areas of business. Not only the

company lose its customers, also it runs the risk of losing its best employees.

Digifuse is lagging behind in this step as it doesn’t pay much attention to it’s customers,

don’t plan adequate marketing strategies to resist losing its’ customer base.

Along with this it would become more difficult for the company to stand in increasing

competition in this digital time.

 Inexperienced employees

Digifuse has lots of inexperienced employees who lack stability, they all take up the job

without having a clear vision and switches to companies that offer a better opportunity.

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 They also lack the skills and knowledge about the job and are not usually conversant with

the tools or software required to get the job done which leads to poor quality of work.

Also they cannot withstand and handle pressure on the job due to lack of experience.

 Increased Competition

In this digital era, every company is adopting and implementing new strategies and

technologies. Whereas Digifuse is using its old techniques and facing difficulties

in blending with the changing world.

 Poor time management

Time management is the ability to use the time productively and efficiently.

Digifuse assigned tasks to its interns at the eleventh hour and because of that interns were

not able to perform at their full potential.

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 CHAPTER – 2

OBJECTIVES AND RESEARCH

METHODOLOGY

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2.1 Objectives of Study

2.1.1 To study the impact of social media on customers

2.1.2 To study the effect of social media advertising on brand image

2.1.3 To analyze affect of social media advertising on buying decision of users

2.1.4 To study the perspective of consumers on Promotional ads on social media

2.2 Scope of study

Ascertaining knowledge about the various fundamental concepts of Social Media Advertising

and analysis of Digifuse and its competitor firms. Analyzing the response of customers to social

media marketing and change in their buying habits as a result of campaigns done by Digifuse.

The scope of the study is also to know about effects on brand image of the company.

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2.3 Research Methodology

A research methodology is a way to address the research problem in a systematic and logical

manner. It facilitates the proper application of research operations; thereby making it as efficient

as possible.

2.3.1 Research design

A research design is a step-by-step approach used by a researcher to conduct a scientific study. It

includes various methods and techniques to conduct research so that a research problem can be

handled efficiently.

An impactful research design makes sure the least bias in the data collected and increases trust in

analyzed research information. A research design which leaves the least margin of errors can be

considered the best research design.

Research designs are broadly categorized into two categories:

EXPLORATORY RESEARCH:

An exploratory design is conducted about a research problem when there are few or no earlier

studies to refer to or rely upon to predict an outcome. The focus is on gaining insights and

familiarity for later investigation or undertaken when research problems are in a preliminary

stage of investigation. Exploratory designs are often used to establish an understanding of how

best to proceed in studying an issue or what methodology would effectively apply to gathering

information about the issue.

DESCRIPTIVE RESEARCH:

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As the name implies, it is intended to describe the present status of this type of design that does

not require a hypothesis, to begin with. These analyses are generated from existing data.

It is a fact-finding investigation with educate interpretation. It is the simplest type of research. It

is more specific than explanatory study, as it has focused on particular aspect of the problem

studied it is designed to get her descriptive information and provide information for formulating

more sophisticated studies.

CAUSAL RESEARCH:

Causality studies may be thought of as understanding a phenomenon in terms of conditional

statements in the form, “If X, then Y.” This type of research is used to measure what impact a

specific change will have on existing norms and assumptions. Most social scientists seek causal

explanations that reflect tests of hypotheses. Causal effect (nomothetic perspective) occurs

when variation in one phenomenon, an independent variable, leads to or results, on average, in

variation in another phenomenon, the dependent variable

2.3.2 Data collection

Data collection is the process of gathering and measuring data, information or any variables of

interest in a standardized and established manner that enables the collectors to answer or test

hypothesis and evaluate outcomes of the particular collection.

• Primary data is data originated for the first time by the researcher through direct efforts

and experience, specifically for the purpose of addressing his research problem. The data can

be collected through various methods like surveys, observations, physical testing, mailed

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questionnaires, questionnaire filled and sent by enumerators, personal interviews, telephonic

interviews, focus groups, case studies, etc.

• Secondary data implies second-hand information which is already collected and recorded by

any person other than the user for a purpose, not relating to the current research problem. It is

the readily available form of data collected from various sources like censuses, government

publications, internal records of the organisation, reports, books, journal articles, websites and so

on.

SAMPLING

Sampling is a process used in statistical analysis in which a predetermined number of

observations are taken from a larger population. The methodology used to sample from a

larger population depends on the type of analysis being performed but may include simple

random sampling or systematic sampling.

SAMPLING TECHNIQUES

Probability:

In this sampling method the probability of each item in the universe to get selected for research

is the same. Hence the sample collected through this method is totally random in nature.

Therefore, it is also known as Random sampling

• Simple Random Sampling

• Systematic Sampling

• Stratified Sampling

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• Cluster Sampling

• Area Sampling

• Multi-stage Sampling

Non probability:

In this sampling method the probability of each item in the universe to get selected for research

is not the same. Hence the sample collected through method is not random in nature.

Therefore, it is known as Non-random sampling.

• Judgment sampling

• Convenience sampling

• Quota sampling

• Panel sampling

• Snowball sampling

Descriptive Study was carried out during this study.

Primary data was collected through a questionnaire, addressed to social media users available

(family and friends). The questionnaire was distributed through an online link.

Secondary data was collected through published articles and reports, books, information

collected through websites, internal company records.

Sampling technique used is Convenience Sampling

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Sample unit: A sampling unit is the building block of a data set; an individual member of the

population, a cluster of members, or some other predefined unit. It must be concretely defined as

part of the groundwork for any statistical research or study.

In this Research, sample unit is social media users.

Sample size: Survey was conducted among 114 people.

Responses received: 83

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 Chapter – 3
CONCEPTUAL DISCUSSION

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3.1 About the Topic
3.1.1 Social Media Marketing

Social Media Marketing is all about advertising & promoting a brand and product on
various social media platforms to boost sales, drive more website traffic and build brand
authenticity.

Facebook, Twitter, YouTube, LinkedIn, Pinterest, Instagram, Snapchat, etc are the well-
known social media platforms among users.

Social media marketing first started with publishing. Businesses were sharing their
content on social media to generate traffic to their websites and, hopefully, sales. But
social media has matured far beyond being just a place to broadcast content.

Nowadays, businesses use social media in a myriad of different ways. For example, a
business that is concerned about what people are saying about its brand would monitor
social media conversations and response to relevant mentions (social media listening and
engagement). A business that wants to understand how it’s performing on social media
would analyze its reach, engagement, and sales on social media with an analytics tool
(social media analytics). A business that wants to reach a specific set of audience at scale
would run highly-targeted social media ads (social media advertising).

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 Core Pillars of Social Media Marketing

Image 11: Core Pillars

1.

To create customer-centric strategy a company needs to answer a few questions like:

 What are the company’s goals?

 Which social media platform will help them in achieving their goal?
 What type of content will attract their audience?

2. Planning and Publishing

With the increase in the number of social media users. Every business is
concentrating on showing their consistent presence on social media. This technique is
helping them in showcasing their brand to their potential customers.

Publishing an attractive & informative content is as simple as sharing pictures or

videos on personal social media profile. But if the goal is to promote a business or
product on social media then a comapny should do focus on planning a strategy for
each post.

3. Listening and Engagement

Always listen to audience by checking any comments and direct messages. If they are
facing some issue then try to resolve it and if they are giving some positive feedback
and complimenting about company’s brand and product then appreciate them.

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4. Analytics and Reporting

Analytics and Reporting one of the main metrics of every online marketing channel.
Every company looks for some report that can help them in analyzing-

 Whether their post has more reach than last month or not
 Total number of positive mention they get in a month
 How many users are using their hashtag and company name
 How many users are sharing, commenting and liking their post
 Increase in the followers compared to last month

5. Advertising

One of the well-known parts of social media is social ads. When a company is ready
to invest in social media then use social ads to spread awareness about it’s brand. It
will help it in reaching the maximum number of users and displaying ads to targeted
audience.

3.1.2 Brand Awareness and Brand Image

Brand awareness is the extent to which a brand is recognized by potential customers,
and is correctly associated with a particular product.
Brand awareness is related to the functions of brand identities in consumers’ memory and
can be reflected by how well the consumers can identify the brand under various
conditions.
It is an important way of promoting commodity-related products. This is because for
these products, there are very few factors that differentiate one product from its
competitors. Therefore, the product that maintains the highest brand awareness compared
to its competitors will usually get the most sales.
For example, in the soft drink industry, very little separates a generic soda from a brand-
name soda, in terms of taste. However, consumers are very aware of the brands Pepsi and
Coca Cola, in terms of their images and names.

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Brand image is the overall impression in consumers’ mind that is formed from all
sources. Consumers develop various associations with the brand. Based on these
associations, they form brand image. An image is formed about the brand on the basis of
subjective perceptions of association’s bundle that the consumers have about the brand.
Volvo is associated with safety. Toyota is associated with reliability.
Brand images should be positive, unique and instant.
Brand images can be strengthened using brand communications like advertising,
packaging, word of mouth publicity, other promotional tools, etc.
Brand Awareness is the recall factor associated with a brand. If people are easily able to
identify the product brand in terms of its physical features or recognise it, the product is
said to have good brand awareness. For example, the iconic yellow and red packet of
Maggi is likely to be recognised by people, or they are likely to ask retailers for the
product by its brand-name. This indicated good brand awareness.

3.1.3 Consumer Behavior

In the literature, there are several existing consumer behavior models used to explain the
significance for firms and marketers to appreciate and be able to create valued products
or services with a view to respond to the wants of customers.

Blackwell et al. (2001) revealed that consumer behavior is an activity that involves
people obtaining, consuming and ordering of products or services. Schiffman and Kanuk
(2000) opined that consumer behavior refers to the way people make their choice on their
personal or household products by using their available resources such as money, time
and effort. Gabbott and Hogg (1998) and Blackwell et al. (2006) further elucidated that
consumer behavior in an all-inclusive view as the activities and the processes in which
people choose to buy or dispose of the products or services based on their experiences
and ideas. Frederick and Salter (1995) posited that consumers are satisfied because of the
value package of their perceptions such as the price, product quality, service quality,
corporate image and so on.

36
 3.2 LITERATURE REVIEW

S.NO. Topic Of Research Year Objectives Result

>>To Analyse the effect of media

interactivity on consumers’ ad attention Results from a between-

and memory in social media advertising subjects study indicate

Consumer response
>>To examine the conditions by which that interactivity hurts the
1
towards social media
the adverse effect of interactivity can be consumer ad reactions. It
advertising: Effect of
managed. also suggests that the right
media interactivity, its
2020 >>To examine the mechanism through use of message relevant
conditions and the
which the media interactivity and its aspects can mitigate these
underlying mechanism
conditions develop into consumer-driven adverse effects.

outcomes

Investments on social paid

advertising are an

affordable and effective

way both to promote

The effect of social
To examine the different results and the postgraduate programs
media marketing
level of success obtained with advertising and create engagement
2 activities on brand
campaigns developed on Facebook to with prospective students.
awareness, brand
2020 promote postgraduate programs to create Facebook advertisements
image and brand
awareness and engagement. maximize visibility, which
loyalty
improves social and online

37
 positioning and

encourages student

recruitment.

As a result of the analysis,

social media marketing

The effect of social >>To examine the effect of social media activities have been found

media marketing marketing activities on brand as effective factors on

activities on brand awareness, brand image and brand brand image and brand
3
awareness, brand loyalty. loyalty, besides it has been
2018
image and brand >>To analyze the effect of brand determined that the most

loyalty awareness and brand image on brand obvious effect seen on

loyalty in this research. brand awareness.

The study ascertained that

social media marketing

communications had a

>>to examine the influence of interactive positive on each attitude

4 social media marketing communications component among

Influence of social
on teenagers’ cognitive, affective and adolescents, but on a
media marketing
behavioral attitude components declining scale, which
communications on
>>the impact of usage (access, length of correlates to the purchase
young consumers’
funnel. The results also
usage, log-on frequency, log-on duration
attitudes
2017 revealed that teenagers
and profile update incidence) and

38
 demographic (gender, age and population who used social media for

group) variables on young consumers’ long time periods; updated

attitudes toward social media marketing their profiles frequently

communications and were from the Colored

and Black population

groups, displayed the most

favorable attitudinal

responses to social media

marketing

communications.

Marketers increasingly use

social media advertising to

From Online
>>To understand how consumer online promote their products and
Motivations to Ad
motivations lead to ad clicks on social services. Display ads have
Clicks and to
media a prominent presence
5 Behavioral Intentions:
2016 >>the effects of motivations on ad clicks accompanying various
An Empirical Study of
via perceived entertainment and social media feeds. The
Consumer Response to
informativeness values of ads. model was tested and
Social Media
>>the effect of ad clicks on behavioral confirmed with the online
Advertising
intentions to purchase survey data of 613 social

media users.

39
 >> To investigate and analyze the key The results says that the

factors that affect the effectiveness of Social Media effectiveness

advertisements on Ffacebook, Twitter and leads to Economic

A Study on
other Social Media Channels. Measures (Impact),
6
Effectiveness of Social
>> To find the impact of interaction Influence to Good
Media Advertising in
2016 through these communication among Planning ( Influences) and
India
users(with reference to Facebook and Market Analytics

Twitter) (response)

Findings from this

experiment suggest that

consumers' attention to

ads in SNSs is remarkably

low. Furthermore, the

Consumer Response to To understand whether consumer response
interaction between ad
7 Ads in Social Network to ads placed in a social network site
location and the path
Sites: An Exploration (SNS) could be influenced by ad location
significantly influences
into the Role of Ad 2016 and the path through which the ad is
consumers' attitudes
Location and Path delivered
toward the ad, attitudes

toward the brand, and

purchase intention

40
 CHAPTER-4
DATA ANALYSIS

4
4.1 About Respondants :

Total sample size 114

Total responses 83
Gender
 45 Female
 36 Male
 1 trans
 1 prefer not to say

Chart 1
Age
51 responses (61.4%)
27 responses (32.5%)
5 responses (6%)

Chart 2
Occupations
 74 - students
 4 - students
 1 - employed
2 - Service
1 – House wife
1 - Proessional

Chart 3

4
Q1. Are you aware of social media?

Options Number of Respondents Percentage

Yes 82 98.8%
No 1 1.2%

Chart 4

Interpretation:
From the above pie chart and table it has been seen that out of total 83 respondents, 98.8% of the
respondents know about social media, 1.2% i.e. 1 respondent is not aware about social media.

4
2. Do you use social media?

Options Number of Respondents Percentage

Yes 82 98.8%
No 1 1.2%

Chart 5

Interpretation:
From the above pie chart and table it has been seen that out of total 83 respondents, 98.8% of the
respondents use social media, 1.2% i.e. 1 respondent does not use social media.

4
3. Which of the following social media platform(s) do you use?

Options Number of Respondents Percentage

Facebook 49 59%
Whatsapp 76 91.6%
Instagram 77 92.8%
Twitter 26 31.3%
Snapchat 53 63.9%
Telegram 38 45.8%

Graph 1
Interpretatio
From the above Graph and table it has been seen that out of total 83 respondents,

 49(59%) of the respondents use Facebook

 76(91.6%) of the respondents use Whatsapp
 77(92.8%) of the respondents use Instagram
 26(31.3%) of the respondents use Twitter
 53(63.9%) of the respondents use Snapchat
 38(45.8%) of the respondents use Telegram

4
4. How many hours do you spend on social media?

Options Number of Respondents Percentage

Less than 1 hour 12 14.4%
1-3 hours 39 47%
More than 3 hours 32 38.6%

Graph 2

Interpretation:

From the above Graph and table it has been seen that out of total 83 respondents,

 39(47%) of the respondents use social media for 1-3 hours

 32(38.6%) of the respondents use social media for more than 3 hours
 12(14.5%) of the respondents use social media for less than 1 hour

4
5. Do you see any ads/commercials while using social media?

Options Number of Respondents Percentage

Yes 72 86.7%
No 5 6%
Maybe 6 7.3%

Chart 6

Interpretation:
From the above pie chart and table it has been seen that out of total 83 respondents, 72(86.7%) of
the respondents see ads using social media, 5(6%) of the respondents don’t see ads using social
media, and 6(7.3%) of the respondents sometimes see ads using social media.

4
6. What kind of ads do you like to see?

Options Number of Respondents Percentage

Personalised ads 46 55.4%
Random ads 35 42.2%
No ads 1 1.2%
None 1 1.2%

Interpretatio Chart 7

From the above Pie-chart and table it has been seen that out of total 83 respondents,

 46(55.4%) of the respondents like personalized ads

 35(42.2%) of the respondents like random ads
 2(2.4%) of the respondents don’t like ads

4
7. Which common ad(s) have you seen recently on social media platform? (optional)

50 Responses

About sale on various clothing stores Anime ads

H and M Lenskart
Netflix streaming carnival Clothes
Sony Related to digital marketing, Internships,
Collaborations etc
Cycle agarbati Nykaa
Travel ads Series
Smartphone Amazon flipkart, different jewellers I
Netflix , Myntra, Amazon , etc Zivame
Phones Travelling aesthetics
Clothing brands electronic media
Sponsored ads Shopping website
Promoting accounts Related to cosmetics
Clothing and footwear Earn 1-10k daily
Dresses Gadgets
Closeup Online plant stores , home décor
Commercial ads Idk
Netflix, Aldo, Myntra Laxmi
Clothing ASUS Vivobook Laptops
Don't remember Related to goods I have seen on Amazon for
shopping
Mamaearth Ads for musicians , clothes , shoes etc.
Fitness related Comicsense.xyz
Endorsement ads Product ads related to my recent searches
Coding ads Advertising
Headspace

4
8. Do you think that ads on social media are effective?

Options Number of Respondents Percentage

Absolutely 22 26.5%
Sometimes 56 67.5%
Never 5 6%

Chart 8

Interpretation:

From the above Pie-chart and table it has been seen that out of total 83 respondents,

 22(26.5%) of the respondents think that social media ads are absolutely effective
 56(67.5%) of the respondents think that social media ads are effective, but sometimes.
 5(6%) of the respondents think that social media ads are not effective at all

5
9. If you like any advertisement, do you follow or check-out more about the ad?

Options Number of Respondents Percentage

Often 29 34.9%
Rarely 47 56.6%
Ignore 7 8.4%

Chart 9

Interpretation:
From the above pie chart and table it has been seen that out of total 83 respondents, (29)34.9% of
the respondents follow-up to know more about the ad, while 47(56.6%) and 7(8.4%) of the
respondents rarely check out and ignore the ads, respectively.

5
10. Social media ads are customer oriented.

Options Number of Respondents Percentage

Agree 53 63.9%
Disagree 4 4.8%
Neutral 26 31.3%

Chart 10

Interpretation:
From the above pie chart and table it has been seen that out of total 83 respondents, 53(63.9%) of
the respondents believe that social media ads are customer oriented, 4 respondents disagree with
the statement while 26 respondents have even-handed opinion for it.

5
11. Social media advertisements affect buying decision/decision making.

Options Number of Respondents Percentage

Neutral 30 36.1%

Agree 36 43.4%

Disagree 7 8.4%

Strongly Agree 6 7.2%

Strongly Disagree 4 4.8%

Graph 3

5
12. Does social media influence you to buy a product/service of your favourable brand?

Options Number of Respondents Percentage

Yes 38 45.8%
No 11 13.3%
Maybe 34 41.0%

Chart 11

Interpretation:
From the above chart and table it has been seen that out of total 83 respondents, 38(45.8%) of the
respondents get influenced through social media ads of their favourable brand , while 34 of them
are not absolutely sure if they believe in the above statement and the rest of the 11 respondents do
not get influenced at all.

5
13. How do you feel when you come across a promotional advertisement?

Options Number of Respondents Percentage

Annoyed 9 10.8%
Excited 8 9.6%
Curious 20 10.8%
Neutral 46 55.4%

Graph 4

Interpretation:

From the above Pie-chart and table it has been seen that out of total 83 respondents,

 9(10.8%) of the respondents felt curious for promotional ads

 46(55.4%) of the respondents felt curious for promotional ads
 8(9.6%) of the respondents felt curious for promotional ads
 20(24.1%) of the respondents felt curious for promotional ads

5
 Chapter - 5
Findings and Conclusion

5
5.1 Findings

After carefully examining the collected data, the following discoveries were made:

 In modern times, everyone is aware of social media.

 Social media platforms are ubiquitous nowadays, and have connected us in ways. It has been
founded that almost everyone uses social media platforms nowadays to stay well connected.
 From all the available social media platforms it has been seen that most of the people are
active on Whatsapp and Instagram.
 About 50% of the people spend 1-3 hours using social media platforms while nearly 40%
of the people are using social media for more than 3 hours.
 Most of the people see various social media advertisements while using social
media platforms.
 According to the survey, more than 50% of the people preferred to see personalized ads
(interest-based ads) instead of random ads .
 More than 60% of the people think that ads on social media are effective,
occasionally. Whereas 1/4th of them believe the ads are quite effective.
 Random Advertisements that are favoured by the users are followed or checked on by
them infrequently.
 Most of the users believe that social media ads are customer oriented i.e. customers
are observed and studied carefully, and based on their preferences advertising is done.
 Advertisement always seeks behind influencing consumers and makes them buy a
product in the first place. Therefore, it has been proved that users’ buying decisions are
affected due to social media advertisements.
 Marketers should make strategies for lead generation through social media advertising as
it has been founded that users are influenced through social media ads more often
through their favourable brands.
 Favorable attitudes toward social media advertising significantly influence consumers’
ad clicking behavior, which in turn positively affects their online buying behavior

5
5.2 Conclusion

Social media is essentially anchored around interactions between people. It allows

personalization of broadcast messages which can be updated swiftly to keep target audiences

acquainted with the rapidly changing business dynamics of the company.

This study was conducted to analyze and study about the impact of social media and advertising

through social media platforms.

It could be concluded that large number of users are active on various social media platforms.

Therefore, marketing strategies should be formulated by the marketers according to the

consumer needs and wants to influence them on those platforms to build loyal customers.

Also, social media advertising does influence and affect buying decisions of customers and has a

great impact on brand image of an organization as it will be the way to impress the targeted

customers. Therefore, customers must feel important and should understand the need of the

product/services offered by the organization.

5
 CHAPTER – 6

RECOMMENDATIONS

5
After studying above data analysis and findings of the survey, examining consumer responses
about social media advertising lots of information and reviews are gained.
The observations and suggestions provided by the researcher will help the company to survive in
highly competitive market. Through this the company will get the idea of areas which requires
improvement and innovations.
Following are the recommendations the company could consider:
 Company must figure out which tasks or activities will deliver the best returns. That
way, it can prioritize these over less important tasks.
 The company should improve its security protocols and work upon building trust
among its customers so that they are not hesitant towards using the services provided by
Digifuse.
 The company should train its employees so that they can influence its customers
through new strategies and plans.
 Digifuse should adopt and implement the technological advancements to stay
relevant among highly competitive social media marketing.
 It should spread its social media reach on various platforms so that other companies
will also get to know about the brand promotion services provided by the company.
 The company should also invest in providing training to its employees even to its intern
to improve work standards.
 Digifuse should motivate its employees by providing good incentive plans and also
acknowledging them for doing something right rather than pointing out what they are
doing wrong.

6
 CHAPTER – 7
BIBLIOGRAPHY

6
Citations

Bisaria, Gaurav. (2011). Overview of advertisement as a subject or advertising as a course in

Management Colleges or Universities. Business Review. 5.

BİLGİN, Y. (2018). THE EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON

BRAND AWARENESS, BRAND IMAGE AND BRAND LOYALTY. Business &
Management Studies: An International Journal, 6(1), 128-148.

Oke, A. O., Kamolshotiros, P., Popoola, O. Y., Ajagbe, M. A., & Olujobi, O. J. (2016).
Consumer behavior towards decision making and loyalty to particular brands. International
Review of Management and Marketing, 6(4S), 43-52.

Zhang, J., & Mao, E. (2016). From online motivations to ad clicks and to behavioral
intentions: An empirical study of consumer response to social media advertising. Psychology
& Marketing, 33(3), 155-164.

Sreejesh, S., Paul, J., Strong, C., & Pius, J. (2020). Consumer response towards social media
advertising: Effect of media interactivity, its conditions and the underlying
mechanism. International Journal of Information Management, 54, 102155.

Duffett, R. G. (2017). Influence of social media marketing communications on young

consumers’ attitudes. Young Consumers.

Bang, H. J., & Lee, W. N. (2016). Consumer response to Ads in social network sites: an
exploration into the role of Ad location and path. Journal of Current Issues & Research in
Advertising, 37(1), 1-14.

Alalwan AA (2018) Investigating the impact of social media advertising features on

customer purchase intention. International Journal of Information Management 42: 65-77

Kumar A, Bezawada R, Rishika R, Janakiraman R, Kannan PK (2016) From social to sale: The
effects of firm-generated content in social media on customer behavior. Journal of Marketing 80:
7-25.

6
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%20marketing%20is,is%20a%20component
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6
 ANNEXURE – I
1. Are you aware of social media? *
i Yes
ii No

2. Do you use social media? *

i Yes
ii No

3. Which of the following social media platform(s) do you use? *

i Facebook
ii Whatsapp
iii Instagram
iv Twitter
v Snapchat
vi Telegram

4. How many hours do you spend on social media? *

i Less than 1 hour
ii 1-3 hours
iii More than 3 hours

5. Do you see any ads/commercials while using social media? *

i Yes
ii No
iii Maybe

6. What kind of ads do you like to see? *

i Personalised ads
ii Random ads
iii Other:

7.Which common ad(s) have you seen recently on social media platform?

8. Do you think that ads on social media are effective? *

6
i Absolutely
ii Never
iii Sometimes

9. If you like any advertisement, do you follow or check-out more about the ad? *
i Often
ii Rarely
iii Ignore

10. Social media ads are customer oriented. *

i Agree
ii Neutral
iii Disagree

11. Social media advertisements affect buying decision/decision making. *

i Strongly disagree
ii Disagree
iii Neutral
iv Agree
v Strongly agree

12. Does social media influence you to buy a product/service of your favourable brand? *
i Yes
ii No
iii Maybe

13. How do you feel when you come across a promotional advertisement? *
i Annoyed
ii Excited
iii Curious
iv Neutral