A SUMMER TRAINING PROJECT REPORT ON

“SOCIAL MEDIA MARKETING FOR BUSINESS PROMOTIONAL

ACTIVITIES”

(Submitted in Partial fulfillment of the Requirement of the degree of Bachelor

of Business Administration (BBA). Kurukshetra University,
Kurukshetra)

Paper Code:-307

SUBMITTED TO:- SUBMITTED BY:-

Mrs. MONIKA MEHTA ANJALEE SINGH

ASST. PROF. BBA 5TH SEM

AIMT ROLL NO. 6207

UNIVERSITY ROLL NO-

210000106

Session 2021-2024

Department of Management

Shri Atmanand Jain Institute Of Management and Technology(AIMT)

 Ambala City

PREFACE

Social Media, today, is among the ‘best opportunities available’ to a brand for
connecting with prospective consumers. Social media is the medium to
socialize. These new media win the trust of consumers by connecting with
them at a deeper level. Social media marketing is the new mantra for several
brands since early last year. Marketers are taking note of many different social
media opportunities and beginning to implement new social initiatives at a
higher rate than ever before. Social media marketing and the businesses that
utilize it have become more sophisticated. One cannot afford to have no
presence on the social channels if the competitor is making waves with its
products and services. The explosion of social media phenomenon is as mind
boggling as that and the pace at which it is growing is maddening. Global
companies have recognized social media marketing as a potential marketing
platform, utilized them with innovations to power their advertising campaign
with social media marketing. This paper discusses about the concepts of social
media and social media marketing and other aspects like the growth and
benefits, role and relevance of social media in marketing, social media
marketing strategies. It also presents an overview on social media marketing in
India.
 ACKNOWLEDGEMENT

The joy of ingenuity!!! This is doubtlessly what this project is about. Before
getting to brass tacks of things. I would like to add a heartfelt word for the people
who have helped me in bringing out the creativeness of this project.

To commence with things I would like to take this opportunity to gratefully and
humbly thank to VIRENDER KUMAR, Project guide, CODE ADDA, MOHALI
for being appreciative enough by giving me an opportunity to undertake this
project in CODE ADDA.
I am thankful to Director Mam DR.CHESHTA, Mrs. TARUN SAHNI (HOD)
AIMT, AMBALA for granting me the permission to undertake the study. I would
like to thank to Mrs. MONIKA MEHTA , AIMT for giving me the valuable
suggestions.

My parent’s need special mentions here for their constant support and love in my
life.

I am heartily thankful MR. VIRENDER KUMAR who gave a chance to conduct

the research and all the faculty members of company who provided me necessary
help in completion of the project. I believe that this Endeavor has prepared me for
taking up new challenging opportunities in future.

ANJALEE SINGH
ROLL NO:- 6207
BBA (5TH SEM)
 DECLARATION BY THE STUDENT

I will take Pleasure in declaring that the project work that is undertaken by me is
an original and authentic work done by me. This project is being submitted in
partial fulfillment for award of degree of Bachelor of Business Administration
from AIMT, AMBALA CITY affiliated to Kurukshetra University.

The content of this report is based on the information collected by me during my

tenure at CODE ADDA for six weeks of training from 3 July, 2023 to 19 August,
2023.

ANJALEE SINGH
ROLL NO. 6207
BBA (5TH SEM)
 DECLARATION BY PROJECT SUPERVISOR

This is to certify that ANJALEE SINGH has proceed under by supervision her
summer training project report on SOCIAL MEDIA MARKETING FOR
BUSINESS PROMOTIONAL ACTIVITIES in specialization are
MARKETING.
The work embodied in this report is original and is of the standard expected of an
BBA student and has not been submitted in part or full to this or may other
university for the award of any degree or diploma. She has completed all
requirements of guidelines for summer Training project report and the work is fit
for evaluation.

Mrs. MONIKA MEHTA

ASST. PROF.

AIMT
 CERTIFICATE

This is to certify that ANJALEE SINGH has completed the project entitled
“SOCIAL MEDIA MARKETING FOR BUSINESS PROMOTIONAL
ACTIVITY” under my supervision. To the best of my knowledge, the report
consists of results of the empirical study conducted by the student. In my opinion,
the work is of requisite standard expected from BBA student. Therefore, I
recommend the same to be send for evaluation.

MRS. MONIKA MEHTA

AIMT
 TABLE OF CONTENTS

S. NO. PARTICULARS PAGE NO.

1 INTRODUCTION

 Social Media Marketing

 Benefits of social media marketing

 Channels of Social media Marketing

2 RESEARCH METHODOLOGY

 Objectives of the study

 Research Design

 Scope of the Study

 Data Collection

 Limitations of the Study

3 ANALYSIS AND INTERPRETATION OF DATA

4 FINDINGS, CONCLUSION AND SUGGESTIONS

5 BIBLIOGRAPHY --

6 ANNEXURE --
 COMPANY PROFILE

1. About Us

CODE ADDA provides complete Web Designing & Development solutions. It’s
Corporate office in MOHALI , It offers a wide range of IT Solutions. We possess
latest available and usable technologies and tools for every domain. Latest and
newest gadgets and methodologies are used here to avail our clients with the best
and latest solution. Other than this we also have teams of highly experienced and
knowledgeable professionals having great expertise in their domain in order to
deliver robust and user friendly customizable solutions exactly according to the
client needs. We care about your needs, and are dedicated to delivering a solution
that works for you and your industry.

2. Mission

To combine aggressive strategic marketing with quality products and services at

competitive prices to provide the Secured & Best IT Solutions for consumers.
Emphasizing on an ideal mix of tactical positioning for Web Application
Development, absorbing content of Web Application Development, Design
structure of the Web Application Development and above all the application
development itself, which ensures the most comprehensive and engaging online
experience. Offer affordable, professional, cost-effective, reliable and timely
software and web development outsourcing services. To set new standards in
online communication and service is our strength. We want to provide our clients,
the latest Website developments and best Website designing services to solve
complex business issues.

3. Description:- First IT Company in MOHALI (40 Minutes Drive from

AMBALA CITY) which provides a solutions in Web Development, Web
Designing, Software Development, Apps Development, Internet Marketing,
 SEO, SMO, Bulk SMS, PPC. We are one of the Best Provider in Web
Designing & Web Development Company offering complete packages of IT
Services.

4. Services

4.1 Web Designing: CODE ADDA is an ace at developing websites. We are one of
the leading web development. Web development is a broad term for the work
involved in developing a web site for the Internet (World Wide Web) or an
intranet (a private network). Web development can range from developing the
simplest static single page of plain text to the most complex web-based internet
applications, electronic businesses, and social network services.

4.2 Web Development : CODE ADDA offers a complete package of affordable

website design and development. From the initial process of taking inputs from
clients. Web design encompasses many different skills and disciplines in the
production and maintenance of websites. The different areas of web design
include web graphic design; interface design; authoring, including standardized
code and proprietary software; user experience design; and search engine
optimization.

4.3 SEO/SMO: SEO refers to search engine optimization, or the process of

optimizing a website so that people can easily find it via search engines like
Google. If you want to generate traffic through search, it’s best to do keyword
research before you start writing. This way, you can focus on keywords for which
a certain amount of search volume already exists – in other words, write toward
topics that people are already searching for information about.

4.4 Mobile Apps: Mobile Web Site Design Andriod Mobile application development
iphone/ipad application. A mobile app, short for mobile application, or just app, is
application software designed to run on smartphones, tablet computers and other
mobile devices. such as the Apple App Store, Google Play, Windows Phone
 Store, and BlackBerry App World. Mobile apps were originally offered for
general

4.5 Bulk SMS: CODE ADDA offering bulk sms mobility services. This has opened
up vibrant new vistas for the mass communication industry through mobile
phones. With technological advancements and the increasing accessibility of
mobile phones, sending bulk SMS is an easy way to reach people without
spending too much money. We help you to redefine archetypes and revamp your
SMS campaign with SMS marketing.

4.6 AMC & Maintenance: CODE ADDA provides AMC & maintenance to your
computers, Laptops & all peripherals . we can provide assistance in hardware
drivers upgrades and configuration printer and scanner installations,, software
installations, webcam and peripherals installations, window installations and
optimization(with data backup and restore if necessary).
COMPANY’S GUIDING PRINCIPLES

 Recruit the best

 Accept personal responsibility
 Build an empowered team
 Building a shared vision and purpose
 Leadership Development
 Reward and Recognition

Accept Personal Responsibility

“Apart from professional development, COMPANY also looks after the

personal development of employees”
They believe that dealing with diversity is an ongoing phenomenon that facilitates
the process for a Company to adapt to and capitalize on today's increasingly
complex marketplace. Specific action plans have been formulated to ensure the
mandated gender ratio is achieved at the recruitment stage for a new position or
through job enhancement/ job rotation opportunities for existing roles.

“The organization has tremendous respect for the individual - which it

demonstrates by doing what it says”
 EXECUTIVE SUMMARY

Social media marketing refers to the process of gaining website traffic

orientation through social media sites. Indian marketers are moving at a fast
speed to tap the ‗new normal ‘opportunity. Social media has gone
mainstream. And for businesses it represents an unprecedented marketing
opportunity that transcends traditional middlemen and connects companies
directly with customers. Customer acquisitions remain to be the prime goal of
Indian marketers (59%). According to leading marketers of India, the top three
online investment channels for 2011 are Social media, Email marketing and
Search marketing. 52% of the top marketers said that it is extremely important
to integrate email marketing and social media. This is why nearly every
business on the planet is exploring social media marketing
initiatives The focus of marketers is shifting from ‗sending the message out‘to
‗start engaging with customers‘. In this context, the role of a marketer is
changing from ‗batch and blast ‘processing to creating ‗listening posts‘
and‗dialogue hubs‘ in customer communities. A shift from isolated pure play
traditional platforms to an integrated multi-channel approach is helping the
marketers address the challenge of new consumers‘ expectations across
many devices and channels. Indian marketers are leveraging the power
of various communication channels and technologies- be it Email, SMS or
Social Media in their portfolio. Here we will see the main trend of Social
media marketing in India, The scope of it, The future and will undergo are
search to follow the Customer perception About Social media for Brand
management.
INTRODUCTIO
N
 Introduction

Social Media is now the trend. And for businesses it represents a marketing
opportunity that transcends the traditional middleman and connects companies
directly with customers. Social media is engaging with consumers online.
Social media is internet-based tools for sharing and discussing information
among human beings. Social media is all about networking and networking in
a way that espouses trust among parties and communities involved. Any
website which allows user to share their content, opinions, views and
encourages interaction and community building can be classified as a social
media. Some popular social media sites are: Facebook, YouTube, Twitter,
MySpace, Delicious, Flickr etc.

SMM helps a company get direct feedback from customers (and potential
customers) while making the company seem more personable. The interactive
parts of social media give customers the opportunity to ask questions or voice
complaints and feel they are being heard. This aspect of SMM is called social
customer relationship management.
It’s the best way to learn from your customers about their needs and your own
shortcomings. However, SMM is a very personalized way of advertising and
promotions can be targeted only to particular groups which are interested in a
particular domain, quite unlike conventional advertising
 Meaning of Social Media

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 the interpersonal interaction of individuals through the specific
medium or tool.Wikipedia has a general definition of the term: Social Media is
the Coordination 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 is the medium to socialize. They use web-based technology to
quickly disseminate knowledge and information to a huge number of users.
They allow creation and exchange of user-generated content. Facebook,
Twitter, Hi5, Orkut and other social networking sites are collectively referred
social media.
Social media represents low-cost tools that are used to combine technology
and social interaction with the use of words. These tools are typically internet
or mobile based like Twitter, Facebook, MySpace and YouTube.

There are two benefits of social media that are important to businesses, they
include:

1. Cost reduction by decreasing staff time.

2. Increase of probability of revenue generation.

 Meaning of Social Media Marketing

Social media marketing (SMM) is a form of Internet marketing that

utilizes social networking websites as a marketing tool. The goal of SMM is to
produce content that users will share with their social network to help a
company increase brand exposure and broaden customer reach.
One of the key components of SMM is social media optimization (SMO). Like
search engine optimization (SEO), SMO is a strategy for drawing new and
unique visitors to a website. SMO can be done two ways: adding social media
links to content, such as RSS feeds and sharing buttons or promoting activity
through social media by updating statuses or tweets, or blogposts.
SMM helps a company get direct feedback from customers (and potential
customers) while making the company seem more personable. The interactive
parts of social media give customers the opportunity to ask questions or voice
complaints and feel they are being heard. This aspect of SMM is called social
customer relationship management.

Social media marketing consists of the attempt to use social media to persuade
consumers that one's company, products and/or services are worthwhile.
Social media marketing is marketing using online communities, social
networks, blog marketing and more."
 Role of social media in marketing:

Social media is now increasingly becoming an ingrained aspect of political campaigns,

national defense strategies, public policy, public relations, brand management and even intra
company communication.

Since the major task of marketing as tool used to inform consumers about the company’s
products, who they are and what they offer, social marketing plays an important role in
marketing.

 Social media can be used to provide an identity about the companies and the
products or services that they offer.
 Social media helps in creating relationships with people who might not otherwise
know about the products or service or what the companies represent.

 Social media makes companies "real" to consumers. If they want people to follow
them they need not just talk about the latest product news, but share their
personality with them.

 Social media can be used to associate themselves with their peers that may be
serving the same target market.
 Social media can be used to communicate and provide the interaction that
consumers look for.
Benefits of Social Media Marketing

Nowadays, Social Media Marketing is widely used by businesses because it represents

a cost-effective marketing solution. The Social Media Marketing weapons can be used largely
for free and very easily, in comparison with other promotional tools (Levinson, J.C. &
Gibson, S., 2010). The main purposes of using Social Media Marketing are the amplification
of word-of-mouth marketing, market research, general marketing, idea generation and new
product development, co-innovation, customer service, public relations, employee
communications and reputation management. Indeed, social networks can increase product
and brand awareness, web traffic, customer loyalty, but also improve the company’s Search
Engine Optimization, and even increase the success of new product launches. we will briefly
discuss the other additional benefits for Social Media Marketing, such as marketing
effectiveness and public relations advantages.

4.1. Brand exposure and awareness

The main benefit acquired by businesses implementing Social Media strategies represents the
increase in brand exposure. Brand exposure occurs when the customer becomes aware of a
product, service or advertisement through at least one of their five senses, whether or not they
paid attention to it. Thanks to the Social Media platforms, new brands can establish
themselves and foster awareness. For existing brands,

Social Media platforms also raise awareness. The brands’ visibility is increased thanks to their
presence on the large variety of Social Media channels, but also thanks to the word of mouth
that is automatically expanded around the brand. Companies can heavily use Social Media
Marketing to build their brand’s reputation and enhance their popularity. This is also called
online reputation management.

Figure: Benefits of Social Media Marketing

Indeed, setting up pages and profiles on Social Media channels offers many opportunities to
the brand to be seen and reached by its audience. Exposure is the first step for new brands.
Without any exposure, the company will just fail its launch. Moreover, the marketer can use
Social Media channels to promote their products and services. The brand’s

Measuring Social Media Exposure – Social Media Exposure metrics show how many

people can be reached with a message or attracted to the brand through social media. They
include the number of visits, views, followers, fans, subscribers or brand mentions. The
efforts to track these metrics might be complex though, because it often has to be done
manually and because it is hard to isolate the unique users and avoid duplication.
Measuring Influence – The Influence metrics are basically looking at the effects of the

engagement metrics. They are more subjective and depend on the company’s perspective of
positive, neutral or negative impacts. They represent the share of voice, sentiment and the top
influencers report. Some automated tools can be used in that area, but manual check must still
be done.
Measuring Engagement – These metrics represent how many people cared about the

message and did something with it. They incorporate the number of clicks, retweets, shares,
@ replies, wall posts and comments. A variety of tools can be used to measure the
engagement.

4.2. Targeted traffic

In order to define targeted traffic, we should provide a definition of traffic first. Traffic occurs
whenever a person visits a website. There are lots of techniques for getting traffic to websites
and they can easily get thousands of visitors every day. However, unless this traffic is
targeted, the visitors will probably not be interested and purchase the product or service.
Social Media channels are now providing a huge avenue for business owners, as they have
millions of members and make the scope of the reach unlimited. Social Media Sites will drive
targeted visitors back to the company’s website. The more channels the company is using, the
more backlinks and interested referrals will point back to the website.

Figure : Influence of blogs on the number of website visitors for companies

All the traffic generated from Social Media channels can improve the consumer’s perception
of the brand. People trusts company more when they are being referred from people they
know.

4.3. Customer interaction – Customer service and feedbacks

Likewise, Social Media channels represent a wide interactive dialogue between brands and
their current and prospective customers. Through the Social Media Sites, consumers are able
to leave feedbacks and share their opinions, but they can also request help and support. The
communication is valorized and often foster relationships between companies and their
customers. Marketers can have a direct conversation with precisely the individuals who are
purchasing their products or services, or who are currently looking for what they have to offer.

4.4. Cost-effective Marketing Technique

Social Media Marketing is a promotional tool that does not need high advertising costs or an
extremely high amount of time. It is a strategy of doing good and costless business marketing.
If a company is aware of where its target audience is interaction in the Social Media
landscape, a small investment is enough to get a Social Media strategy started and the returns
can be amazing.

Figure: Cost of Inbound Marketing vs. Outbound Marketing

4.7. Public Relations and Human Resources

Finally, another important benefit for businesses implementing a Social Media strategy is
concerning the domains of Public Relations and Human Resources. Public Relations
specialists were some of the first people to embrace the power of Social Media. They use it
every single day to get the word out about clients, to communicate with customers and to
respond to questions or problems. Anybody can now connect with people in their industry,
impress them with their professionalism, and gather information that can directly help them in
their professional career.
 Social Media Marketing channels

Social Media Marketing is not always easy, quick or cheap. As Evans L.L. underlines it in
her book (2010), Social Media Marketing involves research, strategy, implementation,
team’s implication, networking, conversing and measuring. For any type of business, it
exist at least one or several appropriated Social Media channels to use.

Figure : Percentage of channel users who acquired a customer through Social Media
channels

5.1. Social Networking

Social networking is the grouping of individuals into specific group online. When it comes to
online social networking, the websites commonly used are called Social Sites. They work like
an online community of internet users, regrouped depending on their shared common interests
in hobbies, religion, politics and alternative lifestyles. Social Networks foster collaboration,
can replace intranets and corporate directories, and can promote non-email conversation
channel, creating thus a forum where conversation flourishes based in part on experiences
with the products and services that businesses sell. Also, they amass like-minded people
around shared interests with little external force, no organizational center, and a group sense
of what is important and what comes next. Online communities spread globally, while
managing to retain regional culture and behaviors. Social Networks contain lots of
information about prospective new hires, customers and competitors. Actually, they are a
valuable source of prospecting and lead-generation information for sales and marketing. They
can be whether Personal-oriented, like Facebook and Google+, or Professionally-oriented, like
LinkedIn.
5.1.1. Facebook Pages

Facebook was founded in 2004 by Mark Zuckerberg, with the mission “to give people the
power to share and make the world more open and connected”. With more than 845 million
monthly users at the end of December 2011 and more than 50% of the active users logging on
to Facebook any given day (Facebook, 2012), Facebook recently overtook Google as the most
visited site in the world, with one out of every seven minutes online spent on Facebook. It has
definitely acquired a massive and highly engaged audience. The site is available in more than
70 languages and more than 75% of users are outside of the United States. In the United
States, 93% of adult Internet users are on Facebook.

Image 1: Facebook’s Facebook Page

5.1.2. LinkedIn

LinkedIn was founded in 2003 by Reid Hoffman as a social networking site for professionals
(Gratton & Gratton, 2012). As of February 2012, LinkedIn has over 150 million professionals
connected around the world (LinkedIn, 2012). Also, more than 2 million companies have
created LinkedIn Company Pages (Image 2) in order to increase their brand awareness.
LinkedIn‘s slogan is “Relationships Matter”, which is very appropriate to the network.
Believing that people relationships is a valuable asset, LinkedIn serves to help individuals and
companies to build and maintain them. The main purpose of LinkedIn is to allow registered
users to maintain a list of contact details of people they know and trust in business, creating a
professional relational network.
Image 2: LinkedIn’s Company Page on LinkedIn

5.1.3. Google+

As Google’s new baby, Google+ is a new social network connecting people together in the
same way that Facebook does. Google+ was created in 2011 and is therefore still difficult to
evaluate. However, Google+ Pages (Image 4), closely similar to Facebook pages, have
already been launched and must be part of every small business’ marketing strategy, as it
obviously provides extremely good ranking on the Google search engine.

Image3 : Google+’s Page on Google+

5.2. Blogging & Micro Blogging

5.2.1. Blogging

Blogs are journal published online consisting of entries, called posts, usually displayed in
reverse chronological order so that the most recent post appears first. For businesses, the blogs
used for marketing, branding, promotion or public relations purposes are called external
corporate blogs. Corporate blogs may be written primarily for consumers or primarily for
other businesses. These blogs are typically aiming the same goals as press releases, even if
they can be less formal. They can announce the launch of new products and services, explain
policies, or offer valuable information about the company’s industry.
5.2.2. Micro Blogging – Twitter

Twitter was created by Jack Dorsey in 2006 with the idea to develop a short message service
online (Appendix 4). It has become the most popular microblogging system that enables users
to send messages of 140 characters or less. Initially there was no standard way on Twitter to
reply or to track interesting conversations on a given topic. The @ reply and the # hash tag
were created by the Twitter community itself, which meant that conversation threads
developed and communities evolved along similar interests. It first started as a means to
communicate within friends, family and co-workers and has evolved into a powerful social
medium as a great and extremely fast way to disseminate information.

Image 4: Twitter’s Profile on Twitter

 Develop and promote a brand

 Interact with the target audience and customers
 Track what is being said about the company, its products and services
 Create a buzz around business events
 General Social Networking Statistics

 62% of adults worldwide now use social media

 Social networking is most popular online activity, with 22% of

timeonline spent on channels like Facebook, Twitter and Pinterest

 65% of the world‘s top companies have an active Twitter profile

 90% of marketers use social media channels for business, with 93% of
these rating social tools as ―important‖

 43% of marketers have noticed an improvement in sales due to

socialcampaigns

 72% of marketers who have worked in social media for three or

moreyears said that they saw a boost in turnover due to social channels
(the longer you‘re working in it the better you get)

 91% of experienced social marketers see improved website traffic

dueto social media campaigns and 79% are generating more quality
leads.

 The average time spent by marketers on social media is 1-5hrs

perweek for those just getting started and 6+ hours per week for those
with 3+years of experience
 The most popular social networking tool for marketing is Facebook
being used by 92%, followed by Twitter (84%), LinkedIn (71%) and
blogs(68%)
 LinkedIn is 4X better for B2B lead generation than Facebook
andTwitter

 Only 10% of marketers are actively monitoring social media ROI

 Only 22% of businesses have a dedicated social media manager

 23% of Fortune 500 companies have a public-facing corporate blog

 58% of Fortune 500 companies have an active corporate Facebook

account, 62% have an active corporate Twitter account

 47% of customers are somewhat likely to purchase from a brand that

they follow or like
RESEARCH
METHODOLOG
Y
 Objective of the Study

 To analyze the effective communication strategy through social

networking sites.
 To study the effectiveness of brand communication through social
networking sites from its users and communicators.
 To find the impact of interaction through these communication among
Indian users.
 To study whether social media marketing helps to generate sales.
 To cover the large number of customers through social media.

RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problem.

The research methodology included the various method and techniques for
conducting a research. "Research is systematic designing, collection ,analysis
and reporting of data and finding relevant solution to a specific situation or
problem."

Research methodology is a systematic way to solve a research problem. The

methodology should combine economy with efficiency.To analyze and find
the effectiveness of communication strategy in developing brand,
communication through social networking sites was done with the survey
method in the research.
RESEARCH PROCESS

Different steps are to be followed in the research process which is explained as

below:

1. DEFINING PROBLEM
This is the basic step in the research process. It is well
said that “A problem well defined is half solved”. Here the problem is
“to analyze the attitudes of the employees regarding performance
appraisal.

2. RESEARCH DESIGN
Once the problem is defined the next step is the research
design. Research design is the basic framework which provided
guidelines for the rest of the research process. The research design for
this project is Descriptive research design.

3. SAMPLING DESIGN :

A sample design is a definite plan for obtaining a sample from

a given population. It refers to the technique or the procedure the
researcher would adopt in selecting items for the sample i.e. the size of
the sample. Non probability sampling technique is used to collect the
opinion from the online respondents.

Sample Size = 100.

Sample Area = Ambala.

 SOURCES OF DATA COLLECTION

 Primary sources: As primary sources, I collected a fresh data through

questionnaires.
 Secondary sources: I also collected data from internet and books, as
secondary sources.

Primary data
Primary data is that data which is collected for the first time. These data are
basically observed and collected by the researcher for the first time. I have
used primary data for my project work. I have collected this data from the
source of personal interview and survey.

Secondary data
Secondary data are those data which are primarily collected by the other
person for his own purpose and now we use these for our purpose secondly.
 Limitations of the Study

1) It takes a lot of time to update their products on the social

media sites.
2) Social Media can only be used by the skilled Person in the
business.
3) Lack of feedback control.
4) It is very difficult to satisfy the users through only
advertisements.
5) Risk of negative Comments.
6) Low quality of products & poor services provided to customers
to earn maximum profits.
7) Sometimes, due to Technical Problems People unable to access
these sites.
DATA ANALYSIS
AND
INTERPRETATION
Q.1) Age of the internet user?

a) Below 30
b) 30 -40
c) 40- 50
d) Above 50

PARTICULARS NO. OF RESPONDENTS

Below 30 70
30-40 20
40-50 15
Above 50 5

70

60

50

40
no. of respondents
30

20

10

0
below 30 30-40 40-50 above 50
INTERPRETATION:
From the survey it was found that amongst 100 respondents 70 of the internet
users are below the age of 30, 20 are between 30-40, 15 are between 40-50
and only 5 internet users are above the age of 50.

Q.2) Educational qualification?

a) undergraduate
b) graduate
c) postgraduate
d)other
PARTICULARS NO. OF RESPONDENTS
Undergraduate 20
Graduate 30
Postgraduate 30
Other 20

no. of respondents
30

25

20
no. of respondents
15

10

0
undergrad- graduate postgraduate other
uate

INTERPRETATION:
From the survey it was found that amongst 100 Respondents 20 of the internet
users are undergraduate, 30 are graduate, 30 are post graduate and 20 of the
respondents are from other category
Q.3) Occupation
a) Business.
b) Profession
c) Others
PARTICULARS NO. OF RESPONDENTS
Business 40
Profession 40
Others 20

no. of respondents

40
35
30
25 no. of respondents
20
15
10
5
0
business profession others

INTERPRETATION:
From the survey it was found that amongst 100 respondents 40 of the users are
business, 40 of the users are from Profession and 20 of the respondents are
from the others category.
Q.4) How often do you use the internet ?
a) Once a week.
b) 2-3 Days a Week.
c) 1 or 2 hours a Day.
d) More than 3 hours.

PARTICULARS NO. OF RESPONDENTS

Once a week 5
2-3 days a week 15
1 or 2 hours a day 30
More than 3 hours 50

no. of respondents
50
45
40
35
30 no. of respondents
25
20
15
10
5
0
once a week 2-3 days a 1 or 2 hours more than 3
week a day hours

INTERPRETATION:
From the survey it was found that amongst 100 respondents 5 of the
respondents use internet once in a week, 15 use 2-3 days a week, 30 use 1 or 2
hrs a day and 50 use more than 3 hours a day.
Q.5) Are you aware of advertisements shown on social networking sites?

PARTICULARS YES NO

NO.OF 80 20
RESPONDENTS

80

70

60

50

40 NO. OF RESPONDENTS
30

20

10

0
YES NO

INTERPRETATION:

From the survey it was found that amongst 100 respondents 80 are aware
about the social networking sites and 20 not aware of these sites.
Q.6) How often do you login these networking sites?

PARTICULARS NO. OF RESPONDENTS

Daily 10
2 to 3 times a day 30
Once a week 30
More than 3 times a day 30

No. of respondents
30

25

20
No. of respondents
15

10

0
daily 2 to 3 times a once a week more than 3
day times a day

INTERPRETATION:

From the survey it was found that amongst 100 respondents 10 login daily and
30 login 2 to 3 times a day, 30 once a week and 30 more than 3 times a day.
Q.7) How many SNS profile do you have? Mention the number here and tick
the option….

PARTICULARS NO. OF RESPONDENTS

LinkedIn 15

Face book 50

Twitter 25

All of the above 10

NO. OF RESPONDENTS
50
45
40
35
30 NO. OF RESPONDENTS
25
20
15
10
5
0
LINKEDIN FACEBOOK TWITTER ALL OF THE
ABOVE

INTERPRETATION:
From the survey it was found that amongst 100 respondents 15 use linkedin,
50 use facebook, 25 use twitter and 10 use all these.
Q.8) In which SNS do you find ads communicated well?

PARTICULARS NO. OF RESPONDENTS

Face book 50
LinkedIn 25
Twitter 15
All of the above 10

NO. OF RESPONDENTS
50
45
40
35
30 NO. OF RESPONDENTS
25
20
15
10
5
0
FACEBOOK LINKEDIN TWITTER ALL OF THE
ABOVE

INTERPRETATION:
From the survey it was found that amongst 100 respondents 50 say that they
find ads well communicated in facebook, 25 on linkedin, 15 on twitter and 10
on all of the above.
Q.9) What kinds of ads have you come across in these sites?

PARTICULARS NO. OF RESPONDENTS

Web banner 30
Pop ups 40
Flash ads 20
Video ads 10

NO. OF RESPONDENTS
40
35
30
25 NO. OF RESPONDENTS
20
15
10
5
0
Web banner pop ups flash ads video ads

INTERPRETATION:
From the survey it was found that amongst 100 respondents 30 find web
banner ads, 40 find pop up ads, 20 find flash ads and 10 find video ads.
Q.10) Have you ever accessed these ads coming on your way?

PARTICULARS NO. OF RESPONDENTS

Often 20

Sometimes 30

Never 10

Depending on ads 40

40

35

30

25

20
No. of respondents
15

10

0
often sometimes never depending
on ads

INTERPRETATION:
From the survey it was found that amongst 100 respondents 20 often accessed
these ads, 30 access sometimes, 10 never access and 40 say that it depends on
ads.
Q.11) What kind of brand communication attracts you in SNS?

PARTICULARS NO. OF RESPONDENTS

Interactive flash ads 30

Banner ads 20

Games , quiz, updates 40

Video ads 10

no. of respondents
40
35
30
25
20
15 no. of respondents
10
5
0
ad
s ds at
es ad
s
sh era d eo
fla nn up vid
e ba uiz,
tiv ,q
r ac es
te ga
m
in

INTERPRETATION:

From the survey it was found that amongst 100 respondents 30 say flash ads
attract them 20 say that banner ads attracts them, 40 say games, quiz and
updates and 10 say video ads.
Q.12) Do you agree these ads help business to promote their brands?

PARTICULARS NO. OF RESPONDENTS

Strongly agree 20
Agree 15
Neutral 30
Disagree 20
Strongly disagree 15

no. of respondents
30

25

20
no. of respondents
15

10

0
strongly agree neutral disagree strongly
agree disagree

INTERPRETATION:
From the survey it was found that amongst 100 respondents 20 strongly agree
that these ads promote business, 15 agree, 30 remains neutral, 20 disagree and
15 strongly disagree.
Q.13) In reference to ads mention in above question do u agree that ads are
better option than ads in newspapers or channels.

PARTICULARS NO. OF RESPONDENTS

Strongly agree 10

Agree 30

Neutral 20

Disagree 30

Strongly disagree 10

no. of respondents
30

25

20
no. of respondents
15

10

0
strongly agree neurtal disagree strongly
agree disagree

INTERPRETATION:
From the survey it was found that amongst 100 respondents 10 strongly agree,
30 agree, 20 are neutral, 30 disagree and 10 strongly disagree.
Q.14) What factors affect the most the promotion on social media?

PARTICULARS NO. OF RESPONDENTS

Brand value 30

Terms and conditions of ads 20

Similar ads by other companies 10

Length of ads 20

Reliability of data in ads 20

no. of respondents
30

25

20
no. of respondents
15

10

0
brand terms and similar ads reliability length od
value conditions by other of data in ads
of ads companies ads

INTERPRETATION:
From the survey it was found that amongst 100 respondents 30 effected by
brand value, 20 by terms and conditions of the ads, 10 by similar ads of the
companies, 20 by lengths of the ad and reliability of ads.
Q.15) Whether ads on social media effect your purchase intention?

PARTICULARS NO. OF RESPONDENTS

YES 40

NO 60

No. of respondents

60

50

40 No. of respondents

30

20

10

0
yes no

INTERPRETATION:

From the survey it was found that amongst 100 respondents 40 say yes and 60
say no about that social media effect their purchase intention.
Q.16) which factor according to you influences the most in shifting to social
media advertisement?

PARTICULARS NO. OF RESPONDENTS

Low cost 30

Increased traffic 40

Improved sales 20

Reach to large group of consumers 10

no. of respondents
40
35
30
25
no. of respondents
20
15
10
5
0
low cost increased improved reach tp
traffic sales large group
of consumers

INTERPRETATION:
From the survey it was found that amongst 100 respondents 30 say that cost
factor influence them, 40 say that increased traffic, 20 say that improved sales
and 10 say that reach to large group of consumers.
 FINDINGS
SUGGESTIONS
AND
CONCLUSION
 FINDINGS

As seen earlier, the various brand communication factors involve in these

kinds of social media advertising and day by day competition among the
brands increase. So, to survive brands, the communicators come up with more
and more innovative, interactive and interesting kinds of brand communication
messages which make the users to access them and develop closeness with the
different brand communication strategy with attractive name and its service.

1. The internet users Are mostly below the age of 30.

2. Almost everyone is communicated through social networking sites.
3. Nearly 70% of the audience has impact through ads in social networking
sites and half of them access these ads e.g. games, quiz, events, etc.
4. Majority of the respondents are aware of the advertisements shown in the
social networking sites.
5. Majority of the respondents agree that these Advertisements helps to
promote the business through SNS.
6. Large number of people get influence towards the ads that are shown in the
social media.
7. The finding of the study states that the audiences respond more to
interactive marketing than the traditional ads followed in internet advertising.
 SUGGESTIONS

 Expertise should be hired for the effective use of social media sites.

 Proper feedback control should be adopted by the business organization.

 Quality of product should be improved to satisfy the customers to a great

extent.

 Avoid technical problems so that effective access to the advertisements

can be made by the users.

 Frequent updations should be made in the products so that more users can
be attracted towards it.

 Efforts should be make to the negative comments positive.

 Conclusion

SMM helps a company get direct feedback from customers (and potential
customers) while making the company seem more personable. The interactive
parts of social media give customers the opportunity to ask questions or voice
complaints and feel they are being heard. This aspect of SMM is called social
customer relationship management.

The social media conversation is no longer considered a place in homes, small

businesses and corporate boardrooms, and extending its reach into the
nonprofit, education and health sectors. From feeling excitement, novelty,
bewilderment, and overwhelmed, a growing number of people now speak of
social media as simply another channel or tactic. Blogging can have a very
positive effect on your Company’s branding & growth. Customers with blogs
gathered 68% more leads than customers without blogs. It is imperative to
understand that today, social media have exponential potential. They are part
of an ever-growing online network of people who discuss, comment,
participate, share and create. There is no escaping social media these days,
either for individuals or for businesses. Today, it is impossible to separate
social media from the online world.
BIBLIOGRAPHY
 BIBLIOGRAPHY

 https://en.wikipedia.org/wiki/Social_media_marketing
 http://www.wordstream.com/blog/ws/2014/06/12/marketing-ideas
 http://www.socialmediaexaminer.com/essential-elements-social-
media-marketing
 https://www.business.qld.gov.au/business/running/marketing/online-
marketing
 http://www.socialmediatoday.com/social-business/role-social-media
ANNEXURE
 QUESTIONNAIRE

DEAR SIR/MAM,

I am a student of AIMT Ambala city presently doing a project report of

effectiveness of social media marketing of CODE ADDA . I request you to
kindly fill the questionnaire below and I assure that the data generated will be
kept confidential.

NAME:………………………………………..

CONTACT NO…………………………………

CITY………………………..

STATE…...................................

1. Age of internet user?

 Below 30
 30-40
 40-50
 Above 50

2. Educational qualification
 Undergraduate
  Graduate
 Postgraduate

3. Occupation
 Business
 Profession
 Service

4. When did you started watching ads of Company using Social Media
Marketing?
 Before 1 year
 2-3 year
 1-2 year
 More than 3 year

5. Does your organization have any dedicated department for Social

Media Marketing?
 Yes
 No

6. How many SNS profile do you have? Mention the number here and
tick the option…………
 Linked in
 Facebook
 Twitter
 Corporate Blogs
 others

7. What kinds of ads have you come across in these sites?

 Web banner
  Pop ups
 Flash ads
 Video ads
 Others

8. In which SNS do you find ads communicated well?

 Face book
 Linked in
 Twitter
 Other

9. What metrics you want to achieve through Social Media Marketing?

 E-commerce Sales
 Promote an event
 Lead generation
 Build Brand Image
 Reputation management

10. What benefits are you getting through Social Media Marketing?
 Brand Awareness
 Bring attention to your products
 Strengthen Customer Services
 Better Customer Loyalty & Trust

11. Rate the following Sites on a grade 1 to 5?

1 2 3 4 5
 Face book
 Twitter
 Linked In
 Other
12. Do you agree these ads help business to promote their brands?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree

13. In reference to ads mention in above question, rate that ads are better option
than ads in newspapers or channels.
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree

14. What factors affect the most the promotion on social media?
 Brand value
 Terms & Conditions of ads
 Similar ads by other companies
 Length of ads
 Reliability of data in ads

15. Whether ads on social media affect your purchase intention?

 Yes
 No

16. Which factor according to you influences the most in shifting to social
media advertisements?
 Low cost
 Increased traffic
  Improved sales
 Reach to large group of consumer

17. Rate the effectiveness of advertisement given on social networking

sites?
 Highly effective {Excellent}
 Effective {Good}
 Neutral {Average}
 Highly ineffective {Poor}
 Ineffective {Very Poor}

18. What problem you think was there with advertisement on particular
site?
 Reaching the right targeted audience
 Allocating enough budget
 Scalability
 Competition
 Relying on one marketing channel

19. How do you show your promotional activities through Social Media
Marketing?
 By Photos
 By Videos
 By Uploads
 All The Above

20. How will you rate Social Media Marketing in your Business
application?
 Excellent
 Good
 Average
 Poor
 Very poor