STUDY ON THE IMPACT OF SOCIAL MEDIA MARKETING IN

CONSUMER BEHAVIOUR

NAME: ERICK OCHIENG OTIENDE

REG NO: ABBHZ/02077/2020

DEPARTMENT OF BUSINESS ADMINISTRATION AND

ENTREPRENEURSHIP
SCHOOL OF BUSINESS MANAGEMENT STUDIES

Submitted in partial fulfillment of the requirements for the award

of Diploma In Business Administration And Entrepreneurship
(Marketing Option) at The Technical University of Kenya

JUNE 2023
I ERICK OCHIENG OTIENDE REG NO.
ABBHZ/02077/2020. Hereby declare that the Project Report
“A STUDY ON IMPACT OF SOCIAL MEDIA MARKETING IN CONSUMER
BEHAVIOUR” done by me under the guidance of Mrs Jane Kimaita, in partial
fulfilment of the requirements for the award of Diploma in Business administration and
entrepreneurship (Marketing option).
 ACKNOWLEDGEMENT

I am pleased to acknowledge my sincere appreciation to my family at

large for their kind encouragement in doing this project and for completing it
successfully.

I would like to express my sincere and deep sense of gratitude to my Project

Guide Mrs. Jane Kamaita for her valuable guidance, suggestions and
constant encouragement paved way for the successful completion of
my project work.

I wish to express my thanks to all Teaching and Non-teaching staff

members of the Department of Business Administration who were
helpful in many ways for the completion of the project.
 TABLE OF CONTENTS
CHAPTER TITLE PAGE NO
NO
ABSTRACT I LIST
OF TABLES Ii LIST OF
CHARTS Iii
INTRODUCTION
1 1.1Introduction 1–8
1.2Industry profile 9

REVIEW OF LITERATURE
2 2.1 Introduction 10
2.2 List of reviews 10 – 27
RESEARCH METHODOLOGY
3.1 Statement of the problem 28
3.2 Need for the study 28
3.3 Objectives of the study 29
3.4 Scope of the study 30
3 3.5 Limitations of the study 30
3.6 Research design 31
3.7 Source of data 31
3.8 Structure of questionnaire 31
3.9 Sampling technique 32
3.10 Period of study 32
3.11 Analytical tools 32

DATA ANALYSIS AND INTERPRETATION

4 4.1 Percentage analysis 33 - 57
5.1 Chi – Square distribution 58 – 61
55

5.2 Hypothesis 62
FINDINGS AND SUGGESTION
6 5.1 Findings 63 – 64
5.2 Suggestions 65 – 66
CONCLUSION
7 Conclusion 67
REFERENCES 68 – 69

APPENDIX (QUESTIONNAIRE) 70 – 7
 ABSTRACT

The goal of this paper is to research empirically the role of social media in consumers' decision-
making processes. A quantitative survey investigates up to what degree experiences are altered by the use of
social media. Customer sentiments on items and administrations are currently progressively overwhelmed
by outsiders in advanced spaces, which thusly impact conclusions in the disconnected space. Web-based social
networking has engaged purchasers, as advertisers have no control over the substance, timing, or recurrence of
online discussions among shoppers. Results show that social media usage influences consumer satisfaction
in the stages of information search and alternative evaluation, with satisfaction getting amplified as the
consumer moves along the process towards the final purchase decision and post-purchase evaluation. Social
media marketing puts consumers back to the center of the business world and provides marketers a new set of
tools to interact with consumers and to integrate them into the brands through innovative ways. In essence,
marketers have to understand how the social media has influenced consumer buying behavior. Social media
marketing is the contemporary style of marketing as it concentrates on opening new horizons for marketers in
order to promote a product or service as compared to conventional media. In recent times, consumer
behavior and satisfaction has become an important asset for any organization to attain its position in the market
and to increase its profitability. For this purpose, organizations are employing social media technique. From
research, it is evident that companies are employing social media marketing in order to interact with the
consumers. Social media marketing has given organizations a new way of dealing and changing the buying
behavior of the consumers. People use social media to share their experiences, reviews, information,
advice, warnings, tips and any kind of issues that are interesting to
their “connection” or friends. Social media is used as advertising for the marketer.

i
 LIST OF TABLES

PARTICULARS PAGE NO
4.1.1 AGE OF RESPONDENCE 33

4.1.2 PREFERENCE OF ONLINE OR OFFLINE RESPONDENCE . 34

4.1.3 SOCIAL MEDIA CHANNELS THEIR ACTIVE USAGE 36

4.1.4 SOCIAL MEDIA WHICH MAXIMUM INFLUENCES PURCHASING 37

DECISION
4.1.5 SOCIAL MEDIA ADVERTISEMENT INFLUENCING PURCHASING 38
DECISIONS
4.1.6 CUSTOMER PURCHASE INFLUENCED BY ADDS 39

4.1.7 SOCIAL MEDIA MARKETING IS HELPFUL FOR PURCHASING 40

DECISION
4.1.8 ONLINE RECOMMENDATION 41

4.1.9 ABOUT REGULAR UPDATES OF PRODUCT OR SERVICE 42

4.1.10 CUSTOMERS RELY ON CUSTOMERS FEEDBACK 43

4.1.11 SOCIAL MEDIA HANDLES HELPING TO ENGAGE WITH FAVORITE 45

BRAND
4.1.12 SOCIAL MEDIA'S ARE HELPFUL TO KNOW NEW BRANDS 46

4.1.13 PROPER CONTENT ABOUT THE PRODUCT OF SERVICE 47

4.1.14 48
NUMBER OF TIME VISIT TO WEB OR BLOG POST
4.1.15 49
INSTANT RESPONSE ONLINE
4.1.16 CUSTOMER REVIEWS ON SOCIAL MEDIAS 50

4.1.17 ABOUT NEGATIVE REVIEWS 51

4.1.18 PERCEPTION OF PRODUCT OR SERVICE 52

4.1.19 SOCIAL MEDIA MARKETING HELPFUL FOR TODAY'S BUSINESS 53

4.1.20 BUSINESSES AND THEIR TARGET AUDIENCES 54

4.1.21 BUSINESSES AND CUSTOMERS ENGAGEMENT

55

4.1.22 56
PROMOTIONAL EMAILS
4.1.23 57
ACTIVE PROMOTIONAL ACTIVITIES IN BUSINESSES
4.1.24 58
CHOICE OF SOCIAL MEDIA HANDLE FOR BRAND AWARENESS
4.1.25 SOCIAL MEDIA MARKETING VERSUS TRADITIONAL MARKETING
59
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 LIST OF CHARTS

CHART PARTICULARS PAGE

NO NO
4.1.1 AGE OF RESPONDENCE 33

4.1.2 PREFERENCE OF ONLINE OR OFFLINE RESPONDENCE . 34

4.1.3 SOCIAL MEDIA CHANNELS THEIR ACTIVE USAGE 36

4.1.4 SOCIAL MEDIA WHICH MAXIMUM INFLUENCES PURCHASING 37

DECISION
4.1.5 SOCIAL MEDIA ADVERTISEMENT INFLUENCING PURCHASING 38
DECISIONS
4.1.6 CUSTOMER PURCHASE INFLUENCED BY ADDS 39

4.1.7 SOCIAL MEDIA MARKETING IS HELPFUL FOR PURCHASING 40

DECISION
4.1.8 ONLINE RECOMMENDATION 41

4.1.9 ABOUT REGULAR UPDATES OF PRODUCT OR SERVICE 42

4.1.10 CUSTOMERS RELY ON CUSTOMERS FEEDBACK 43

4.1.11 SOCIAL MEDIA HANDLES HELPING TO ENGAGE WITH FAVORITE 45

BRAND
4.1.12 SOCIAL MEDIA'S ARE HELPFUL TO KNOW NEW BRANDS 46

4.1.13 PROPER CONTENT ABOUT THE PRODUCT OF SERVICE 47

4.1.14 48
NUMBER OF TIME VISIT TO WEB OR BLOG POST
4.1.15 49
INSTANT RESPONSE ONLINE
4.1.16 CUSTOMER REVIEWS ON SOCIAL MEDIAS 50

4.1.17 ABOUT NEGATIVE REVIEWS 51

4.1.18 PERCEPTION OF PRODUCT OR SERVICE 52

4.1.19 SOCIAL MEDIA MARKETING HELPFUL FOR TODAY'S BUSINESS 53

4.1.20 BUSINESSES AND THEIR TARGET AUDIENCES 54

4.1.21 BUSINESSES AND CUSTOMERS ENGAGEMENT

55
4.1.22 56
PROMOTIONAL EMAILS
4.1.23 57
ACTIVE PROMOTIONAL ACTIVITIES IN BUSINESSES
4.1.24 CHOICE OF SOCIAL MEDIA HANDLE FOR BRAND AWARENESS
58

4.1.25 59
SOCIAL MEDIA MARKETING VERSUS TRADITIONAL MARKETING

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CHAPTER – 1
INTRODUCTION
People were communicating with other people without a language in olden days.There is a massive change in the
method of communication in modern days. Social Media have become a convenient way to communicate among
all age clusters. The Internet and particularly social media have modified the shoppers and marketers
communicating medium. The Internet has characteristics such as - the power to inexpensively store huge
amounts of data at different locations - the powerful search engines, organizing and disseminating of data
- the power to function a physical distribution medium as software - relatively low prices. With the help of
net and the presence of various social media sites it is now possible for business people to meet worldwide
customers at single click of the button. Thanks to the internet technology, which helps the consumer to search the
product on the web, view the review and ranking of existing customers for the product before he purchased the
product. Consumers use the technology now a days too much as computer is used by many consumers so
use of online marketing. Consumer purchase decision is influenced by social media through group
communication. The web platform is a new method for developing the business. Social media
modifies the communication methods between sellers and buyers. E commerce influences the consumer in
their purchase decision. Communication through social media is a new platform to exchange information
about product and services. The analysis of consumer behavior is the core activity for selling product and service
since most consumers are using the internet and on-line social media tools. Social media become an important
media to introduce and market products and also to do surveys. Nowadays Social media is an important
marketing tool for promotional activities. Hence it becomes necessary to perceive how Social media is affecting
consumer behavior.

1.2 Social Media

1.2.1 Definition of social media.

It is termed as the collection of online communication of various inputs which may be community-
based or individual, interactions, intercommunications, contents sharing, websites and many more
among different users”. Whereas various social media specialists define the term Social Media and
1
their definitions on the various points:
An on-line medium powered by the net for social communication. A
two-way communication medium.
A medium that permits creation and exchange of information.
A medium that is supported by web technology services.
Are platforms like Twitter, Facebook, Social Gaming, Blogs, Social Bookmarking, etc.

1.3. The rise of online social networking sites.

According to Wikipedia report, there are three hundred and more Social Networking Sites and 150 crore
members all over the world (www.en.wikipedia.org). At the basic level social network is a web community
where people move through profiles that represent themselves to others. The important reason for today„s
people to browse these sites is because of the emergence of Social Networking Sites major paradigms shift that
has taken place among the millions of people. The Social Networking Sites able to realize friends simply and
form teams accruing to the interest, business, etc. It is very straightforward to transfer photos, share views on
culture, cinema, sports, education and day- to-day events and happenings. Social Networking Sites is
reuniting old friends and helps to continue the broken bonds. Through Social Networking Sites knowledge
grows in cultural, social and economical aspects. The ultimate reason for the ascension of Social
Networking Sites is, because of its user friendliness. Anybody can have an account and relate with
anyone. Most of the content shared in Social Networking Sites is personal details, photos, interest etc.
Social Networking Sites are still terribly a lot of its early stage but contains many software applications which
are used worldwide, when it attains maturity stage, new applications will come into existence. Social
media concentrates on relationship with the users by way of sharing of information and interest among
users. There are numerous Social Networking Sites present across the world, ranging from Facebook, MySpace,
Orkut, and Cyworld to LinkedIn Among the rapidly growing list of Social Networking Sites, Facebook is the
global leader, catering to concerning 300 million registered users around the world.

1.9.1 Benefits of social media marketing

1. Increased exposure:
Now a days the importance of Social Media Marketing have increased. Consumers and Marketers are using the
Social Networking too much. The exposure increased now a days which is showing 92%.
2. Increased Traffic:
2
With the introduction of web based marketing the users are increasing day by day. The research says that
consumers and even marketers using social networking sites too much and due to that sites the traffic has
increased day by day which is showing the research that traffic increased up to 80%.
3. Develops Loyal Fans:
Brand Loyalty is the another is most important advantage of social networking sites. Taking an example
if a consumer is satisfied with any product he or she will never go to any other company to buy the product. This
creates brand loyalty.
4. Provided Marketplace insight:
Social networking sites provides information about product and is available clearly. That means its
Features, Functions, Price etc. Consumers will get full information about product only on websites and customers
don‟t have to go to anywhere. The result shows that 72% customers agreed that social networking sites are
providing marketing insights.
5. Generated Leads:
There are various different ways to lead generation. Most of the social networking sites generate leads
for product and services. For example A blog give as hub for customers engagement. No doubt Face Book is also
important source, so in short it is generated leads
6. Improved Search Rankings:
Most of the customers are now spending hours even more than watching television too. And what
curiosity they get as social networking sites are the search engines. With the help of social networking the ranks
is given to products on the basis of feedback given by the customer online.
7. Growing Business Partnerships:
As a Trading form of selling and purchasing is now replacing with Social Media in the same idea of business is
also changing. After taking many years now Binch Box wants beauty obsessed Instagram followers to join
them. 12 Now a days growing partnership are also important advantage of social networking sites too.
8. Reduced Marketing Expenditure
: Trading method of selling the product is too costly. As business man needs salesman, office and many
more requirement. But now a days social networking sites are user friendly and anybody can use the social media
at any time and even businessman can do the advertisement on social media site very cheaply.
9. Improved Sales:
In the present scenario where 4600 photos are shared, 600 websites are created every day. 1,00,000
3
tweets are sent. Now a days different social networking sites are created so differently as customers can purchase
the goods online at any time. No doubt now a days revenue has increase online as compare to earlier days.
10 Effects of social media marketing on consumer behavior. Daily more than one lacs different
types of tweets are sent, nearly Seven lakhs contents are posted on facebook, millions of information are
searched in google, thousands of photos are sent through instagram, six hundred websites are hosted. There
were lot of business opportunities due to development and advancement of social media. In the business
environment, consumers become the focal point because of the powerful presence of social media. Several
studies were conducted to find out the influence of social media and results of these studies helps the firms to
maintain a good position in the market with the help of social media.

1.13 Advantages of social media

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

2. Improved brand loyalty A research work published in US, indicated that when there is higher level of
interaction about a brand in social media, then there exists higher level of trust about the brand among customers.
It also suggest that companies can take the benefit by using social media tool to connect with its customers. The
study also suggests there should be some strategic plan for use of social media to influence the
customers. Another study indicates that fifty three out 19 of hundred in American population are following
their brands in social media and also they found to be loyal to their brands.

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

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

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

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

5
1.13 Limitations of social media:
As we know that there are always two coins of the same coin. In the same way no doubt there are many
advantages of social media in the same way there are some limitations too. Some of them are as follows:

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

2. Issues related with security:

There are many problems are related with security. Privacy concerns have hampered the thinking of consumers
towards purchasing of online goods. Consumers is worried about transection frauds.

3. Still traditional better:

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

. 4. Financial risk:
There is big risk of financial risk involved in online purchasing which is thinking by consumers. The

6
level of uncertainty surrounding is also affecting online buying by the consumers
4. Lack of physical approach:
This is the important limitation of social media. As consumers are purchasing the goods only online and
consumers have no idea or not in a position to see the goods physically and in turn consumers will not ready to
buy the goods online. We have seen the various advantages and limitations of the social media but in reality
these are not full fledged limitations we can say them as partial negative limitations.

1.15 Consumer behavior It is the study about individual, group of individual and the method people use to
purchase and use the product or service to satisfy their wants.
The study combines various subjects which include economics, sociology, psychology and marketing. Consumer
behavior will make an attempt to find out the 21 various factors which are behind the consumer decision
making process for purchase of product.
It also studies the demographic and psychological characteristics of consumers and how consumers
are influenced by various factors such as friends, relatives , members in the family, co-workers, people living in
the society.
Consumer behavior, also known as client behavior, provides information concerning client and his/her
consumption patterns. An organization will still survive if it will offer client desires and demands with a
comprehensive understanding of them.
This shows the importance of studying client behavior. This requires understanding client behavior that isn't thus
easy. A group or individual in a group can make an influence on the behavior of consumer. The group can be
small or large in number. Some of the groups which will make on influence over an individual behavior are
members belong to family, workers in the organization, individuals living close to the consumer. Other group
which may affect the individual consumer behavior are workers union, associations, trusts, community group etc..
These groups do not have regular communication with the individual customer

7
This shows the complete process that a client can possibly, whether recognizably or not, go through after they
move to buy a product. When creating a purchase decision, social media influence take part a necessary role.
When a customer decided to purchase, then he prepares a list of options for deciding the proper product.
Even though e commerce sites are offering various tools for browsing, searching for the product, proving product
specifications, it is continuous to be a difficult task for the customer. Nearly eighty percent of users of the internet
are not using the e-commerce sites because they could not find the right product which they need.
Individuals are looking for reviews, recommendations and ranking from the existing customers and
from trusted people which includes workers in the organizations, members from family, relatives and
friends. Most of the times these trusted people may be out of reach for discussion. Social media sites
provides quick access to the friends, relatives and trusted people through web and also permits the customer to
view and access to their post and comments in an easier way. This technique helps the consumer to know
about the product information shared and posted by others in social media and also this can be viewed in offline
also. In any way the most important part of any organization is Consumer. Without consumer there is no value
any firm and business organization. It is the duty of business organization whether online or
offline to build the relationship with consumers.
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INDUSTRY PROFILE

Among the many industries this industry makes all the company and industry involved under one roof for
promotional activities for the backbone of the particular business that profit and many other reasons to
advertise on social media is that it is a highly cost-effective way to expand your reach. If you play your cards
right, you can get your content and offers in front of a huge audience at a very low cost. Most social media
platforms offer incredibly granular targeting capabilities, allowing you to focus your budget on exactly the types
of people that are most likely to be interested in your business. Below are some tips and resources for getting
started with paid social media marketing:
• Facebook ads
• Pinterest ads
• Instagram ads etc;
With the internet as our prime means to promote business and capture a wider market base, using social media to
influence the audience is the quickest and the most holistic way to expand business presence. Today, more and
more businesses are considering it as a big deal and customers also expect to be able to connect with
various brands that they are interested in. Those who can do well in social media can enjoy the benefits of it. But,
there are few industries that seem to take the advantage of social media better than other industries. For some, it is
simply a natural outgrowth of an established
marketing strategy and some others has done a great job by harnessing the power of social media.

9
 CHAPTER- 2
REVIEW OF LITERATURE
2.1 INTRODUCTION

Literature review is the most important and the second step in the process of any research. First of all literature
review is to do find out and to understand the main background of the particular subject or research which is
taken by the researcher. It is a record which showing what had done in this regard in the recent past. Thus it is the
current trend in the selected subject when the review of literature made by the researcher. He/she will become
expert in his/her subject and he/she will become Master. It shows what had already done and what type of
work yet to be carried out. It shows the direction is which the research direction must go. Research work clearly
showing there should not be duplication of work. It also indicated what type of methodology was adopted by
various experts researcher. When review of literature is done one should remember that Textbooks and
encyclopedic document must not be taken into consideration. The researcher must question from himself what
kind of research he has to do. What points must be consider while preparing on studying review of
literature. From the literature the researcher must percolate down specific problem to general problem. A various
types of research studies have been conducted on various aspects of on impact of social media marketing on
consumer buying behavior, which is relevant for this research. Some of the terms related social media, social
media marketing, social networking sites buying behavior discussed. Some worthwhile studies relating to the
present study viewed here. The researcher has done studies the review on the basis of National and International
level Journals.

2.2 LIST OF REVIEWS

2.1. National publications:

The researcher has done literature review on various National Publications, Articles, Journals which are described
below:

Bikhchandani et al., (1998)01 In their research describes whether or not shoppers shall purchase a product and
whether or not they suggest product to others. These are normally used as parameters for

10
purchase intention. The study additionally reveals the result of knowledge cascades on social media by different
product attributes is unconditional with different involvement strengths by shoppers. It concludes hat the
shoppers try to show totally different levels of involvement in different situations wherever they face with
brand buying and recommending to others.

45 ManjuAhuja et al., (2003)02 In their article, targeted on investigating the factors that influence the shopping
behavior and browsing behavior of consumers during online purchase specifically, the study has been conducted
about the consumers using business-to-consumer sites. The researchers also investigated buying
preferences of consumers with varied demographic profiles which may reveal different buying approaches
and consumer behaviors for a specific class of merchandise and services. Social media is the1 most effective
factors that influence buying behaviour of customers.

Muhammad ShafiqGul et al., (2004)03 In the analysis, the researchers concentrated on finding the
relationship of Social Media and buying behaviour of customer. The study involved the students of
academic institutes of karachi. Around two hundred and sixty questionnaires were answered by the students. The
study finds that there is no strong relationship between Customer Buying behaviour and Social Media .

Ramsunder (2011)04 In their study says that shoppers‟ decisions are influenced heavily by on-line brands.
Opinion of consumers will influence one another. This type of opinion by other consumers affects the
repurchases. So, Consumers are moving to Internet to get more data for their buying decision.

RaghuramIyengar et al., (2012)05 Investigated in Korea, how friends influence shopping through Social
Network. Their study concentrate on two important questions, the first question is “Is there any influence by
friends on purchases by consumers in social media network”, the second question is “if there is such influence
which consumers are affected“. To strengthen the analysis, sample data were taken from social networking
website Cyworld. Sample data of 208 users of Cyworld for ten weeks of purchase and non-purchase information
was collected. The researchers build a model on the decision of buying and nonbuying and also with the amount
spent. Markov chain Monte Carlo technique and Bayesian approach is used to estimate the model. The results
indicated that there are three different categories of consumers with different buying behavior.

Mir et al., (2012)06 46 Thousands of web news groups and chat rooms influence the purchase

11
decision of shoppers. The image of the brand increases when many users provide positive opinion about the
brand.

Dehghani et al., (2013)07 Their study analyses the knowledge inheritance on customer‟s action and reputation of
brand. Knowledge inheritance on the social media happen once a person observes behavior of others and
make a similar decision that other people have already made. The knowledge cascade are often used for one
amongst 2 effects on shoppers, Knowledge cascading causes the brand to appear high or low in Customer
Intention on purchasing and additionally may have an effect on consumers trust on brand .The study aims at
customers who have trust on brand image. These kind of customers are influenced by decision taken by others.

TeenaBagga et al., (2013)08 The study analyses the inner and outer factors of consumer‟s online buying
behavior. A structured form was used and a survey was conducted with two hundred samples. Questionnaires
were sent through the mail and also posted through online web pages and were answered by the
respondents themselves. The statistical analysis found seven major factors that govern the cons umer‟s
buying behavior. These seven factors were: would like for Social Communication, website Attributes,
on-line Advertising, Recreation, Convenience, privacy issues and data Search.

Garima Gupta (2013)09 In her paper analysed the influence of social media on product buying. The results
proved of the actual fact that social media have an effect on product buying intentions. Particularly,
there's a powerful impact of 3 factors called information about product, peer communication and the
level of product involvement on shoppers purchase intentions with respect to social media. The author infers that,
because the product is sold through on-line, it can't be examined; perceived data shared about the product on
social media and information sharing among peer teams facilitates consumer‟s analysis on the product and makes
decisions accordingly.

GeetanjaliNaidu et al., (2013)10 47 In their study analyses the influence of social media in purchasing behavior
of customer in Raipur. According to the survey result 75% of Indian youth uses internet for sharing their opinion,
views and comment in numerous websites. The analysis concludes that people use social media widely for
collecting information regarding product.

Balakrishnan et al., (2014)11 This study finds the influence of social media towards brand image and buying
opinion of younger Generation. 200 questionnaires were distributed to undergraduate students

12
of universities in Malaysia. The response rate was 75 percent. 3 hypotheses and 2 propositions were tested using
multivariate analysis and mean. The result showed that the internet communications, online communities,
electronic word of mouth, and on-line publicity are successful in promoting the brand image and buying
intention of consumers through social media platforms. These findings notify the managers to reach the younger
generation customers social media is the best selling tool. This analysis provides information to international
sellers in applying social media activities to market their product.

AindrilaBiswas et al., (2014)12 In her paper, aims to look the influence of social media on consumer selection
behavior. Technology Acceptance Model was adopted to find the social media usage perceptions. The
employees of the Multinational companies in India are the samples for the study. A equation modeling was used
to test the eligibility of the model. The results state that users of social media inclined to have more purchase
intention than the occasional users.

Dr. SourbhiChaturvedi et al., (2014)13 In their study indicated that there may be 100 crore members present in
social media; social media sites became an important medium for firms and consumers to meet each us for the
exchange of information about products. They also suggest that the influence of social media on customer
buying behavior is tremendous. Buying behavior in social network is influenced by gender, education,
income, age etc.,

AlirezaMohammadpour et al., (2014)14 The study aims to find the impact of social media marketing on online
buying behavior of customers with respect to brand capital using path analysis 48 technique. A sample of 160
from university of Tehran were asked to fill the questionnaire on social media marketing, brand capital and online
shopping behavior of consumers. The results indicated that social media had significant impact on brand name.
Social media marketing had significant indirect positive impact on online shopping behavior of consumers.
The results conform the role of brand marketing in concurrence with media and online buying behavior of
consumers.

Marta Zembik (2014)15 In his study explains that Social media comprises of blogs, public forums, social
media sites, that is used for communication of some information. The data provided in social media is beneficial
for organization/ firms and customers. Customers benefitted from the product information posted by
others, recommendations by other customers. Firms benefitted by the information provided by the
customers in social media about their products, getting the feedback on their product market, information about
the prospective customers, customers needs and demographic
13
characteristics. This article emphasis on how social media information is essential for companies and customers
in their decision-making process.

Prof. Assoc. Dr. ElenicaPjero et al., (2015)16 The researchers conducted the study in Albania reality sector. Their
article targeted on Social Media and its capacity to effect buying behavior of customer. The researchers discussed
the growth and adaptability of Social Media networks by numerous users in the world. The researchers made a
multifaceted analysis on the impact of Social Media on consumers and buying intentions. The samples are
selected from users of Social Media in all dimensions and the result depicts the significant behavior of
consumers.

Tayyaba Noreen et al., (2015)17 The researchers conducted the study about the Social media impact in Pakistan
and Korea. This study investigates the impact of social media on the buying behavior of consumers. This study
focuses on e - word of mouth, social media publicity and social media. The findings indicated that
consumers of Korean consumers have higher intention to buy a product using social media platforms when
compared to customers in Pakistan. The results 49 proved that e - word of mouth have a bigger impact on buying
intention when compared to publicity on social networks.

NimaBarhemmati et al., (2015)18 In their study found that Social Network Marketing is becoming the most
successful model in advertising. This study aims at how Social Network Marketing influences the shopper buying
behavior among consumers who use social networking sites. The study also analyzes the relationships between
customer engagement, social media selling activities and shopper purchase behavior. A survey was conducted
among fifty students of Malaysian National University. The results showed positive relationships between
consumer engagement of social media and their buying behaviors.

SakkthivelAM et al., (2015)19 In their analysis makes an attempt to check the influence of social media sites
over young woman consumer‟s shopping behavior from Islamic faith countries. This study employs
structural equation modeling to check out the influence of young woman consumers and the results disclosed that
brand, society and reference teams exert additional influence over young woman consumer‟s shopping behavior
through social media.

2.3 International publications:

The researcher has done literature review on various International Publications, Articles, and Journals which are
described below:
14
Williams et al., (2000)20 In his study reveal that Social media marketing influences perception, shopper
selection behavior, buying-decision and attitude from pre-purchase data phase to post- purchase behavior.

Belch and Belch et al., (2003, p120-122)21 Described in their study that at some situation during the purchasing
process, shoppers stop looking out and evaluating data before going to the next stage. At this stage, shoppers
decide whether or not they can obtain products or not. The buying decision depends on the motivation and
influence of other shoppers through reviews and recommendation.

Young Ae Kim et al., (2007)23 Explains in their study that buying choices are powerfully affected by people
who the buyer knows and believes. Several internet buyers ask for the 50 opinions before buying a new
product. Internet social communities allow chatting among trusting members, allow customers to share
their experiences by means of writing reviews and rating others‟ reviews. E - commerce websites have
started to obtain information on the interaction between customers in their websites, to understand and
investigate social influence on purchase process, to boost CRM and improve sales.

Achille (2008)24 This study indicates that due to reviews and recommendations posted in various social
media sites by the online buyers has increased the number of online buyers to forty percent in the past two
years. As an impact of social media, through online forty one percent of consumers purchased books,
thirty six percent consumers purchased clothes and shoes, twenty four percent consumers purchased video
games and DVDs, twenty four percent consumers purchased airline tickets and twenty three percent
consumers purchased equipment.

OTX analysis DEI Worldwide (2008)25 In their study, analysed the influence of social media on buying
behaviour of customers and a survey was conducted among US population, which shows that buyers presently
use social media as high information resource for brands, companies, or product. It additionally concludes
that social media outreach by brands and firms, particularly if a private on-line representative will make this
outreach, are often far more important on shopper behavior than advertisements or different promotional
devices. In fact, two thirds of shoppers are doubtless to pass the knowledge they receive to others and over half
are doubtless to require action on this information. There is a significant stronger impact on shopper behavior
when the social media is used as a positive
outreach to share information.

15
JiXiaofen et al., (2009)26 This paper has created a model of on-line spoken and opinion people have influenced
on consumer‟s shopping intention . The study has known that the massage impression of on-line spoken and
leader‟s comments have lot of influence on consumer‟s temperament of shopping garments; the data of online
spoken influences its receiver‟s attitude towards bran and consumer‟s temperament of buying clothes
completely at the end.

51 Gursakal (2009)27 This study analyses the influence of media society and the amount of time that customers
spent on the net and social media. Nowadays, consumption trends have modified. The usage of
magazines, interviews and catalogs by buyers and sellers are altered by searching on e- mails, internet
sites and sharing information in social media. Because of the effective role of social media, the time
consumed on the net increases, and consumers‟ withdraw from traditional searching methods. Social media have
become an important place where opportunities are mentioned, products are advertised and products are
commented.

Miller et al., (2010)28 In his study revealed that over eleven million shoppers use 70% of social
networking to buy various product and services. The consumers provide useful data concerning the product and
share comments with different consumers over social media.

Penn Schoen and Berland Associates LLC (2010)29 In their study explains how the social media can impact
consumer electronics. The study was conducted by 1012 web interviews with U.S. general population
aged above eighteen. The results discovered that social media network has become integrated into
people„s lives. Social media helps to form shopper behavior. About 30% of social media users made purchases
supported by social media reviews and recommendations from friends and unknown net users, nearly sixty-
eight percent of respondents believe that these recommendations are more or less closer to traditional
recommendations. About, 33% believe that social media reviews and recommendations they receive are far better
than they receive through other means.

Cvijikj (2010)30 In their study examines the Influence of Face book on buying decision making process.
Consumers have confidence on opinions of different people or teams during buying decisions. This study
evaluates the power of Face book on decision making method. A model Face book application was developed
by researcher for sharing opinions with friends and making repositories of things. The study analyses the
internet survey of thirty three participants. The survey 52 contained twenty queries, divided into 3 parts. The
primary cluster involved data concerning the participant, like gender and age. The next cluster of questions
involved the buyer‟s shopper behavior
16
and the last centered on the conception, thought and model Face book. The results make sure that consumers see
their friends as the most reliable supply of knowledge when compared to other things. Results also indicates that
friend„s opinion on a product plays a bigger role than whether or not they possesses the product.

According to McKinsey Company (2010)31 In his study, Social Media has a notable influence on
customers particularly who are first time purchasers of a product. It has a greater influence on
highpriced products because the consumers want to conduct additional analysis and to get opinions for buying
the product. This indicates that Social Media has an impact on customers in their data search stage of
buying a product and as a result, customers will use Social Media to get data concerning the product and
services.

Hoyer et al., (2010)32 In his study explains that Social Media is a non-marketing factor which has a significant
influence on customer buying decision process than the other sources of marketing. Social Media is platform
where customers exchange much information with others via electronic word of mouth, reviews and
recommendations. Social Media websites helps individuals to share and communicate each other via
communities. According to the author, buyers on Social Media are ready to pay attention to others opinion and
have a trust on the peers and influenced by the peer in their buying decision process.

Kozinets et al., (2010)33 Suggest that on-line teams make an understandable influence on the buying behavior of
the consumer and also in buying decision. For instance, the public discussion forum in the websites of social
media offers consumers to collect information about the product, which helps them to take the decision on
purchase selections.

Pookulangaran et al., (2011)34 In his article states that purchasing is always an experience and social media
permits the consumers to connect with people who are mostly strangers. 53 Cultural characteristics
impacts on consumers‟ usage of social media and a great impact on the online buying behavior.

Haciefendioglu (2011)35 In his study brings to light that buyers are influenced by the opinion of their friends on
social media during their purchase decision. The study also states that the opinions of their friends in social media
direct the consumers to take decision for purchase a specific product or from a
specific company.

17
MehmoodRehmani et al., (2011)36 In their analysis, investigated the various social media parameters that greatly
affected the purchasing decision of consumers. The analysis gave importance to find the influence of social media
on the consumers buying decision. The authors outlined the objectives of the studies, so as to realize the
objectives, a suitable research model is predicted and research hypotheses were tested on the model.

Constantinides et al., (2011)37 Analysed and reported that Social Media differentiates Shopper‟s
behaviors. Socio-cultural, Demographic, situational and psychological factors have an effect on shopper‟s
purchasing behavior. Business people can handle up more practical social media selling activities by
categorizing social media users by their age, gender, academic level, geographical location and
occupation/income level. In the same way, psychological factors like learning, motivation, perception and
personality, Socio-cultural factors like family, social status and family culture. These variables provide
benefits for business people to find and target the consumers of social media through proper social media
marketing activities.

Diffley et al., (2011)38 In their research investigation, it is clear that, Marketers have analyzed whether or not
social media sites may be used as a good tool for selling and whether to involve buyers to participate
in marketing on social media sites. They say that firms ought to undertake a distinct approach that
attracts shoppers instead of loading their inbox. If more selling advertisements are pushed on to the
shoppers, then shoppers will get frustrated over the product. This authors talks about developing a proper
approach to use websites as advertising tool. As a conclusion the author suggests that firms has to develop 54
good relationship with shoppers to make social media sites a better tool for selling.

ErkanAkar et al., (2011)39 In their study revealed the thing that affects consumer‟s attitudes towards selling
through social media. For a businessman, Shopper communities act as new marketplaces for businessmen. The
analysis aims to spot the factors that have an effect on the consumer‟s attitude towards selling a product on
a social media platform.

Edison (2011)40 In his recent analysis, on users of on-line social networks in America revealed that about 52% of
United States citizens have a minimum of one or additional social network profiles. The analysis showed that one
fourth of on-line social marketing users buy their favorite brands, on these on-line social networks sites, of which
many users use Face book as brand pages. The result shows that on-line social networks became a source of
information on products for buying decision making by
18
consumers.

Karimov et al., (2011)41 In their research suggesting that purchasing of products online may be
considered risky by customers because of the lack to make physical product analysis, lack of personal information
contact, and in some cases the dearth of secure transactions. The efforts towards increasing the basic
issue of trust in shopper behaviour can be supported with the employment of social media channels, like
Face book, YouTube, Twitter, and company blogs as they enhance the sensation of social presence
additionally, shoppers may use social media as a communication tool which can facilitate them decide
what to shop for. The recent addition to the capabilities of social media is the addition of mobile
applications to communicate with others.

Stephen Guo et al., (2011)42 This paper analyses a Chinese marketplace, Taobao, which is the world‟s
largest e-commerce site. Integrated instant electronic messaging tool makes Taobao high from its competitors. In
our study, this study specializes how a person‟s transaction are embedded in the social media. The analyses
concludes a model for purchasing a product through buyer recommendation, if an individual wants for a
product, how he will act to decide the shop. The 55 model uses data retrieval techniques from the websites
and demonstrates how social factors will help to understand client behavior.

According to Drell (2011)43 This study analyses the internet behavior of customers of social media and
disclosed 2 main types of information shared through online. They were categorized as high information
sharers and low information sharers. In this study, out of 100 percent, High information sharers of on- line
shopper‟s were 20 percent and belong to the age of teens, they are dedicated to brands, and had several of
electronic equipment to share the information. On the other hand, Low information sharers of on-line
shoppers were are 80 percent, were commonly older, concentrated on quality instead of brand.

IremErenErdogmus et al., (2012)44 The aim of this study is to identify the impact of social media on brand trust
of the customers. This study takes into account of customers following one brand on the social media and,
therefore, the information were collected through the structured form with a sample of 338 folks and tested
using various statistical tools. The study concludes that brand loyalty of consumers is affected when the
brand was found in various applications and platforms on social
media.

19
Khushbu Pandya (2012)45 This study is an effort to make awareness among Indian marketers regarding
the facility of social media which is spreading at a massive rate. The study is explorative in nature and used last
five years secondary data. The findings of the study answer one major question – what's the state of social media
on consumer behavior in India, the study provides figures, all major facts, analysis and examples of case study.

Greenleigh, (2012)46 In his study, investigates the behavior of young agers in connection with social media on
shopping decision. Millennials are the shoppers who are in the age group between teen to mid-30s. In step with
the researcher, Millennials have the characteristics like, always connected to social media, hyper-social,
looking into other people activity, shopping and enjoying, strangers as their friends. This study detailed that fifty-
one percent of Millennials trust strangers for shopping the product, over relatives or friends. 56 The study shows
that eighty-four percent of Millennials takes the opinion from social media communities before shopping for
products.

Sharma et al., (2012)47 In their study find the advantage and disadvantage about a brand or product present on
the Social Media. The study also reveals that Social Media has an overall influence on consumers
shopping behavior.

Pietro et al., (2012)48 Explore the extend of social media, particularly Face book, influence buying
decision. They find happiness in using social media for buying decision. The study reveals about
consumer‟s suggestions and recommendations on merchandise on Face book, enjoyment in finding the
information on brands and products, attitude in the usage of various tools provided by social media for the buying
decision of products. The study also infers a good relationship between the views of consumer towards buying
intention of customer and social media.

SaadiaNasir et al., (2012)49 This analysis targets on the buying behavior of women customers in
Pakistan. Study has been conducted with two hundred feminine respondents from Lahore town. The results
indicate that women consumers take into account traditional word of mouth to be more promising
information than social media for purchase choices.

Angella J. Kim et al., (2012)50 This study identifies the attributes of social media activities that
influence consumer purchase towards branded luxury products. The study identifies 5 apparent Social media
activities of luxury brands and they are amusement, communication, fashionable, tailor made
and word of mouth. The results indicate that there exists significant positive relation between social

20
media and purchase intention of consumer.

Themba et al., (2013)51 Examines how the students of African University have interaction in product related e
Word of mouth and the impact of their interaction on their shopping decision. The study reports that the
communication in brand-related e Word of mouth through social networks is comparatively low and has an
absolute positive impact on buying decision.

VordemEsche et al., (2013)52 Report shows that recently, social media represent one in all the foremost
outstanding challenges for promoting managers. A recent study by the Marketing promoting Center at Germany,
that asked 146 managers to say about the foremost vital entrepreneurial challenges over succeeding few
years, finds that eighty-nine percent of the respondents name social media.

Forbes et al., (2013)53 Made an analysis with a study of around 240 sample consumers on their
purchases in relation to the type of the product bought and its costs. The conclusion shows that the purchase
decision is influenced by the suggestion of the consumers on-line friends. The study reveals that fifty-nine
percent of the sample uses Face book and used public media to receive product information from
contacts or friends. These result shows that there is an influence on shopping behavior by social media.

Lehmann et al., (2013)54 The effect of social media on customer buying behaviour was analysed in this study.
Promotion strategies were used on news websites and social media websites for respiratory disease vaccination.
The outcome of the study indicates that individuals responded a lot to the social media news while comparing
websites news. This study concludes that social media is a important tool to influence the shopping decision of
individuals.

Leerapong et al., (2013)55 Checked out the factors which influence the on-line buying decision of
consumers through the social network, notably Face book. In their study, consumers graded the factors
like risk, trust, convenience etc... That inspired or discouraged them from buying the product all the way through
Face book.

Huimin et al., (2013)56 This study analysed the consumer buying decision method and information flows
between people in social media. This study uses the consumer buying decision method as a source and
analysed many research articles to check its hypothesis associated with the different types of proximity. Results
and theories have proved that the publicity and information about the product in
21
social media platforms are stricken by the various varieties of proximity plays that are making an impact
in the consumer buying decision method.

AtesBayazitHayta (2013)57 This research aims to grasp the influence of social media in today‟s life and brings
new view and to see the consequences of social media networks on shopping behaviors of shoppers. The sample
consisted of a around 600 young shoppers between the age limit of 18-24 years who use social media marketing
and have account in any of the social networks. Interview technique was used to confirm the study. The primary
data collected through structured form consists of inquiries about demographic data of teenagers, the length and
aim of teenagers to use net and social media. In the Questionnaire, 5-point scale was applied to confirm the
link between buying behaviors of teenagers and social media. The Cronbach Alpha scale was employed to find
the connection between shopping behaviors of shoppers and social media and the result was 0.965. The result of
the study implies that social media technique produce a vital impact on buying behaviors of shoppers
with respect to age and academic qualification.

Michel Laroche et al., (2013)58 In their research say that the brand communities supported by websites
impact the client Centric model and brand trust. The study aimed to show the relationships between client and
brand, product, company and different customers. A study was conducted on four hundred samples through
survey method. The result of the study disclosed that brand communities available on social media have a
positive impact on customer-brand, customer-product, customer- customer relationships and client- company .
The research also concludes that brand trust plays an negotiator role in changing the consequences of
relationships in brand community to brand loyalty.

Shu-Chuan Chu et al., (2013)59 In their analysis examines the social media user‟s responses for social
media advertising. Consumers who are using social media as a tool of advertising to interact with others and with
the brand. Due to numerous users in the age group 18-35, who are using social media, the online luxury market
experienced enormous growth. Brand consciousness and awareness has an impact on user‟s view on social media
advertising, that affects their response towards social media advertising and affects buying intention .

Grahl et al., (2013)60 In their study conducted an field experiment in an online site where the visibility of the
product is considered as like for the product. This study investigates the casual result of social recommendations
on searching behavior. During a four-week experiment with new customers, the study discovers that
displaying social recommendations caused increase in revenue, compared to
22
revenue in previous method. The display of social recommendations results in 22 percent higher
probability rate of buying a product by first time consumers. Overall, results counsel that for on-line stores social
recommendations and Likes are intangible assets with vital business worth.

GhulamRasoolMadni (2014)61 This study was conducted in Pakistan, which analyzed the influence of social
media and social networks on the shopping behavior of consumers. For the study, one thousand consumers
belong to the age between 18 to 50, who are having a minimum of one account in social media was selected as
sample. A questionnaire form was distributed to collect the data. The results concludes that the social media
has a noticeable impact on the buying behavior of consumers in Pakistan.

Hajli et al., (2014)62 In his findings says that Social media contributed new opportunities to customers to interact
in websites. Customers use on-line communities, to get the information and to communicate with other users.
The information from the survey shows social media enables the interaction of customers, which results
in increased trust and intention to shop for products. The results also encompass the intention to shop for
products.

JugalKishor et al., (2014)63 In their study analysed the aspects that effects buying attitude on Social Networking
Websites, factors that have an effect on searching attitude on social networking sites. The study also explains
the various mode of payment used for purchasing through Social Networking Websites. This study
disclosed that social networking sites have totally different industries and customers. The study focuses on
buying through Social networking Websites. The results of the study shows that time spent on social websites that
influences the disposition to yearning for things on an extended social 60 communication. The study
shows the people who often use informal communication are tend to accept for additional offers. It‟s
discovered from this study that people of varied age teams have association with the Social Networking Websites.

ElisabetaIoanas et al., (2014)64 Their article is expounded to the impact of social media on shopper‟s behavior
and is quantitative analysis in nature. A sample of one hundred and sixteen respondents was used and various
statistical tools were used with the help of SPSS to arrive at the conclusion. The data were collected from the
respondents using online web forms. From the analysis, one can see to extent of social media influence on
shoppers behavior and also it affect consumer mind set and the
consumer‟s thinking as customer can decide anything.

23
FundeYogesh et al., (2014)65 In their article state that Social media has reformed the ways of
information sharing and communication. In India, the growth of social networking and social media
websites provides businessmen a new alternative to contact customers. The researchers in this article make an
attempt to find the influence of social media on shopping decision of consumers. The article analyzes the impact
on different stages and usage pattern of shopping process. The research also insists that the social media is
mostly used for getting information about the product and quality. The study also indicated that the reviews
and opinions in social media have an effect on the buying decision process.

Felix PratamaChianasta et al., (2014)66 The research was conducted at Indonesia to identify the impact
of social media on promotion strategies. This survey has been completed using 205 samples. The inference of the
survey shows that the influence of promotion strategies used by Lenovo through social media was not positive.
The results indicated that through social media, Lenovo has not employed effective promotion strategies.
The past studies indicate that there exists a positive influence of social media to consumer purchasing decision
with respect to other brands in Indonesia. The study concludes that marketing managers of Lenovo have to
put more efforts to draw the attention of consumers toward their product through the social media.

WeerawitLerrthaitrakul et al., (2014 )67 This study, examines the impact of e- word-of-mouth which
impacts buying decision process in the airline market. The data was collected from consumers who purchased the
tickets of Low-Cost Carriers by reading the information on product review from social websites. The study also
reveals that social media plays a considerable role in consumers buying decision process during the
purchase of tickets from Low-Cost Carriers. The study provides information to these companies to develop
effective online marketing strategy through social media to get prospective customers.

Mehdi Abzari et al., (2014)68 The aim of this study is to analyse the influence of social media on
customers views on buying intention and brand image. Sample of around 200 customers in an Iranian was taken
to study and they were asked to fill the survey form. The conclusion of the study proved both social media and
traditional advertising have an important impact on brand image.

Qureshi et al., (2014)69 This study investigates about the Consumer experiences in hotels and restaurants
on Social media. Data is collected through questionnaire from various restaurants managers and customers.
Totally about 191 survey forms were distributed to customers and only 161
24
of them were came. The data was analysed using social sciences software system. The results were helpful for
restaurants managers to improve service quality.

Bilal et al., (2014)70 This study examines on the role of social media networks on customer buying decision in
garment industry. Primary data were collected using self administered structured form with the students and
faculty members of Gujrat University. Various statistical techniques were applied on the collected data. This
result indicates that there exists a significant positive impact on customer buying decision by social media
in garment industry. The study shows how important is the presence in social networks for earning profits in the
market.

D. Anthony Miles (2014)71 The study aims at analyzing and finding influence level of a website on
consumers and their decisions. This study also examines the impact of social media on client behavior.
This study employed survey method with a sample 62 of 383 college students. Statistical methods like factor
analysis and structural equation modeling were applied on collected data to test the factor structures and
psychological factors of the data. Three hypotheses were framed and tested using AMOS software and the results
notes that social media have an impact on customer behavior. The website used for the analysis is
ratemyprofessor.com.

BidyanandJha et al., (2015)72 This study makes an analysis on how social media impacts on buying intentions
on adults. This study analysed the information in 3 parts. The first part consists of exploratory study
followed by factor analysis and finally with structural equation modeling. The entire study was tested with
AMOS software version 21 and SPSS version 21. The study proved that the communication on social media has
an impact on buying behavior with respect to the brand image.

Harshini C S (2015)73 This study conducts an analysis of the existing theoretical contributions on Social
Media Advertisements and buying intention of the consumers. The study highlights the fact of Social Media
Advertisements and its impact on intention to buy, previous studies investigated about the impact of
advertisements given through website towards consumer‟s shopping behavior. This study provides a cluster
of consumer‟s response towards Social Media Advertisements with reference to customer buying Intention.

S. Bion Aldo Syarief et al., (2015)74 This study analysed the role of social media, especially Twitter, a social
networking site, in communication with friends, with respect to the buying intension for the products of
students companies at president University. A sample of 140 students of President

25
University was taken to study and was asked to fill the questionnaire. Various statistical tools like
structural equation model, factor analysis, likertsacle were applied by using SPSS package. 8 hypotheses
were framed and tested. Out of eight hypotheses, 6 showed positive relation and rest showed negative
relation.

WaqarNadeem et al., (2015)75 This study was conducted on how consumers buy goods online via peer
recommendations and Face book. This study also tested whether the website 63 service quality have an
influence on shopper trust, attitudes, and loyalty intentions. A survey was conducted with Italian teenage
customers who uses Face book to buy clothes .various hypothesis was framed and these hypotheses were
tested by structural equation modeling. The result of the study indicate that online service quality and use of
Face book for on-line buying have a great impact on consumer trust.

Nick Hajli (2015)76 Indicated in his paper that Social commerce could be a new technology in e-
commerce and the application of social media allows the customers to communicate more in the net. The author
proposes a brand new model to get a better understanding of social commerce employing a PLS-SEM
methodology to check the model. Results show web applications attracts the consumer to interact with others on
the web. Customers use social media constructs that successively increase the amount of trust and buying
intention.

Alok R. Saboo et al., (2015)77 The researchers convey that, according to social identity theory,
consumers work effortlessly to increase the attractiveness of the team‟s people in the group. In the world of
music industry, the researcher proposed that consumers will involve in 3 social media activities to boost
the attractiveness of their brands. First they send sample music in social media, secondly they follow the
music artists in social media, and finally they put comments on the artists' social media websites. With
respect to brand attachment theory, the researchers argue that these three activities on social media
influence the consumer buying behavior. Statistical analysis were performed with thirty-six music artists over
seventy-three weeks and the results shows how the buying behavior of consumer is influenced by social media
activities.

Yichuan Wang et al., (2015)78 Tn their study, found that social media platforms has contributed to the growth of
recent business developments in e-commerce and also modified the buyer decision making process. A survey
was conducted with two hundred and seventeen active customers in the social commerce sites at pre-
purchase stage and post-purchase stage. The results indicate that there exists both positive and negative opinion
about the product. This affects the consumers‟ purchases. Word of
mouth content in social media has an effect on 64 consumers‟ intention to shop for a product. The Word of mouth
contents thereby increasing the chance of actual shopping for products and also helps in information sharing of
product with others on social commerce sites.

NugzarTodua et al., (2015)79 This article highlights on the attitude toward social media marketing, in Georgia.
The article aims to investigate the usage of social media for small business in Georgia. The influence of the
research have unconcealed that social media are largely used by customers, however, there is an only little impact
on the consumer buying decision. The Conclusions of the study provide more insight for higher understandings
of demand of customers in Georgia and also provides the
information for implementation of the various strategy for marketing the products through social media.

27
 CHAPTER - 3
RESEARCH METHODOLOGHY

3.1 STATEMENT OF THE PROBLEM

There are a big retail stores and many different shops are there in the various cities of this south Indian part, and
nowadays many changes are taking place. Research has trying to see that now social media marketing is
changing the situation and taking place of traditional channels of marketing. Not only young generation
but old age consumers, working women, homemakers women those who are working in various
organization like Banks, Private organizations and many more industries have show their interest in social
marketing. In modern world, is the world of technology where social media marketing is rising too rapidly.
Study show that many consumers are shifting from traditional way to modern way of purchasing the goods and
services too. We have seen that social websites are rising day by day like Flipkart, Amazon and many more.
The way of thinking of consumers and many customers are shifting i.e. changing. The perception of young as
well as middle age and even old age consumers are changing and moving. Some consumers are thinking that it
has low cost that means as compare to other ways means older way is relatively cheaper. So, social media
and various networking sites are developing day by day and consumers are attracting towards them.
Many students, housewives, working class people are changing their mind from traditional way to modern way.
It is now really true that social networking which are doing the job of marketing are mean to changing
the mind and thinking of many and various consumers. So researcher trying to find out how social media has
changing the thinking and way of many consumers who are living in that district for that research has collected
much information about that and trying to find out in part of social networking sites or social media
marketing on consumer buying behavior.

3.2 NEED FOR THE STUDY

• Social media usage influences consumer satisfaction in the stages of information search
and alternative evaluation, with satisfaction getting amplified as the consumer
moves along the process towards the final purchase decision and post-purchase
evaluation.
• Social media allows marketers to connect and engage potential customers where

28
 they are at: LinkedIn, Twitter, YouTube, Facebook, Instagram, and even some of the
younger platforms like TikTok. With a strong social media strategy and the ability to
create engaging content, marketers can engage their audience.

3.3 OBJECTIVES OF THE STUDY

➢ To study the impact of Social media marketing on consumer buying decision process.
➢ To measure the change in perception of the consumers through the content and engagement on Social
medias.
➢ To understand how business businesses can engage more customers to increase the brand
value.
➢ To measure the positive influence of products and services social media advertising.

29
3.4 SCOPE OF THE STUDY

• The Scope of this research is ultimately to understand many features,

advantages of social media marketing.
• Understand the behavior of the consumer, factors affecting consumer behavior.
• Traditional method of marketing like Radio, Television are considered Upstarts with
questionable staying power.
• Many progressive business owners are dabbling in social media Marketing
• The long term benefit of an effective broad scope social media marketing
campaign cannot be measured in days or weeks.
• Bloggs, Twitter, Facebook fans, Dig links, Skype are various tools Adopted by
customers as well as marketers too.
• Scope is concerned with the place of the research also, for that researcher Has taken area
in respect of thane district, apart from this researcher has Taken Ulhasnagar, Wada,
Bhindi etc.

3.5 LIMITATIONS OF THE STUDY

• The study is confined to a small region of Chennai district.

• The data collected is totally primary data given by Chennai region respondents.
There is chance for personal bias.

• Lack of accuracy can be reason for inappropriate conclusion or suggestions.

• Most the young people came for regarding social media handles as compared to elderly
people.

• Elder people lacking knowledge about Social media marketing and not able adapt
for SSM as compared to their traditional marketing experience.

• Due to shortage of time and other constraints, the study has been limited 105
30
 respondents only.

3.6 RESEARCH DESIGN

3.6.1 Descriptive research design

The study is purely descriptive research as it sought to identify the Customer

Satisfaction level based on the respondent responses. Descriptive research is involves data in
order to answer research questions concerning the current status of the study.

3.7 SOURCE OF DATA

The data are collected from the primary data and data collection is the term used to describe
a process of data collecting.

Primary Data – Questionnaire was prepared and given to 105 respondents

Secondary Data – online journals and websites & review of literature from published articles.

3.8 STRUCTURE OF QUESTIONNAIRE

The questionnaire was framed in sequence of knowing response regarding the online vs traditional
shopping and the second part of the questionnaire is framed completely regarding social media
marketing influence and impact on their shopping decisions.
31
 3.9 SAMPLING TECHNIQUE

3.9.1 convenience sampling method

Survey sampling is selecting members from a target population to be in a sample for a sample survey. Usually
the survey is some type of questionnaire (i.e. in-person, phone or internet survey). Convenience
Sampling This type of sampling can be done by simply creating a questionnaire and distributing it to their
targeted group. Through this method, researchers can easily finish collecting their data in a matter of hours,
free from worrying about whether it is an accurate representation of the population. Convenience sampling
is a type of sampling where the first available primary data source will be used for the research without additional
requirements. It is also an easy sampling method to collect data from the people without any hurdles.

3.10 PERIOD OF STUDY

The duration of this study is from January 2022 to March 2022 which is three months of study.
3.11 SAMPLE UNIVERSE
The Sample Universe includes the people of South India region.

3.12 SAMPLE SIZE

The Sample size of the participants was of 105 people.

3.13 ANALYTICAL TOOLS

PERCENTAGE ANALYSIS – It refers to a special kind of rates, percentage are used in making
comparison between two or more series of data. A percentage is used to determine
relationship between the series.

PIE CHART - A pie chart is a circular statistical graphic, which is divided into slices to illustrate
numerical proportion. In a pie chart, the arc length of each slice is proportional to that
will represents the data as per the responses by respondents through out the questionnaire.

32
 CHAPTER - 4
DATA ANALYSIS AND INTERPRETATION

4.1 PERCENTAGE ANALYSIS

TABLE 4.1.1 AGE OF RESPONDENTS

S.NO PARTICULARS NO.OF RESPONDENTS PERCENTAGE

1 16 – 25 90 85.7
2 25 – 30 10 26.7
3 30 – 35 4 14.2
4 Above 35 1 9.5
TOTAL 105

SOURCE :- Primary Data

(Fig:4.1.1)

INTERPRETATION: from the above analysis 85 percentage of respondents are from

age group 16 to 25 26 percentage of respondents are from age group of 25 to 30 and 14 to
14.2 percentage of respondents are of age group 30 to 35 9 percentage of respondents
are about 35.

INFERENCE :- majority 85.7 percentage of respondents are 16 to 25 in this question

33
 TABLE 4.1.2 PREFERENCE OF ONLINE/OFFLINE RESPONDENTS

S.NO PARTICULARS NO.OF RESPONDENTS PERCENTAGE

1 ONLINE 41 39.4
2 OFFLINE 63 60.6
TOTAL 104

SOURCE:-Primary Data

INTERPRETATION:-from the above analysis 39 percentage of respondents

prefer online shopping 60 percentage of respondents prefer offline shopping

INFERENCE :-majority 60 percentage respondence prefer offline shopping

34
 TABLE 4.1.3 SOCIAL MEDIA CHANELS THEIR ACTIVE USAGE

S.NO PARTICULARS NO.OF RESPONDENTS PERCENTAGE

1 FACEBOOK 19 17.2
2 TWITTER 8 8.1
3 LINKEDIN 4 4
4 INSTAGRAM 76 78.8
5 PINTEREST 10 11.1
6 OTHER 4 18
TOTAL 102

SOURCE:-Primary Data

INTERPRETATION: - from the above analysis 17 percentage of respondents shows face work as
their active social media 8 percentage of people shows Twitter as their active social media and 4%
LinkedIn 78 percentage of respondents are active on Instagram everyday 11 percentage of
them are active on Pinterest

INFERENCE:- 78 percentage of people are active on Instagram everyday

35
 TABLE 4.1.4 SOCIAL MEDIA WHICH MAXIMUM INFLUENCE PURCHASINGB DECISION

S.NO PARTICULARS NO.OF PERCENTAGE

RESPONENTS
1 FACEBOOK 10 10.2
2 TWITTER 7 7
3 LINKEDIN 1 1
4 PINTEREST 1 14
5 YOUTUBE 68 70.4
TOTAL

SOURCE:-Primary Data

INTERPRETATION:- from the above analysis 10 percentage of people are

influenced by Facebook ads 7 percentage of people are influenced by Twitter ads whereas
one percentage of respondents are influenced by LinkedIn ads 14 percentage are from
Pinterest 69 percentage are from YouTube

INFERENCE:-
majority of 69 percentage of respondents are influenced by advertisements from Facebook and making their purchasing
decision
36
TABLE 4.1.5 SOCIAL MEDIA ADVERTISEMENTS INFLUENCES PURCHASING DECISIONS
S.NO PARTICULARS NO.OF PERCENTAGE
RESPONDENTS
1 STRONGLY AGREE 69 20.2
2 DISAGREE 20 8.1
3 MAY BE 8 66.7
4 NONE OF THE ABOVE 5 4.2
TOTAL 102

SOURCE:-Primary Data

INTERPRETATION:- from the above analysis 66 percentage of respondents think maybe

social media advertisements influence my purchasing decision where is
20 percentage of respondents strongly agree that social media advertisement influence
their purchase a percentage of them disagree

INFERENCE:- majority of 66 percentage of people are accepting maybe social media

advertisements are influencing their purchasing decision

37
TABLE 4.1.6 HOW MUCH CONSUMERS PURCHASE ARE INFLUENCED BY A SOCIAL
MEDIA ADVERTISEMNTS

S.NO PARTICULARS NO.OF RESPONDENTS PERCENTAGE

1 5-15% 42 41.2
2 25-50% 39 38.2
3 75-85% 20 16.7
4 100% 3 3.1
5 DON’T KNOW 1 2
105

SOURCE:-Primary Data

(FIG 4.1.6)

INTERPRETATION:- from the abo ve an alysi s ou t of 10 5 to 15 percen

tage o f in fluen ce th rough so cial media ad ver ti semen ts a re accep ted b y 41 p
erce ntag e o f peo ple wherea s 38 pe rcen tage o f people sa y tha t o nly 25 to 50
per ce ntage my pur chasin g de cision s are in flue nced by social me dia adve r tise men ts .

INFERENCE:- majority 41 percentage of respondence say that only 5 to 15 percentage of my

purchasing decisions are influenced by social media marketing advertisements.

38
TABLE 4.1.7 SOCIAL MEDIA MARKETING IS HELPING ME IN PURCHASING
S.NO PARTICULARS NO.OF PERCENTAGE
RESPONDENTS
1 STRONGLY AGREE 14 13.3
2 DISAGREE 36 8.6
3 NEUTRAL 44 41.9
4 AGREE 9 34.3
5 STRONGLY DISAGREE 2 2
TOTAL

SOURCE:-Primary Data

(FIG 4.1.7)

INTERPRETATION:- from the above analysis 13 percentage of people strongly agree

social media marketing is helping their purchasing decision Paris 41 percentage of
respondents are neutral about this only 34 percentage of respondents agree that
social media marketing is helping their purchasing decision.

INFERENCE:-Majority of 41.2 percentage of people are neutral about the decision of

purchasing from social media marketing because it's not so helpful according to their opinion

39
TABLE 4.1.8 HOW MUCH LIKELY WILL YOU BUY A PRODUCT RECOMMENDED ONLINE

S.NO PARTICULARS NO.OF RESPONDENTS PERCENTAGE

1 VERY LIKELY 17 16.2
2 SOMEWHAT LIKELY 50 47.6
3 QUITE LIKELY 30 28.6
4 NEVER 7 6.7
5 SOMETIMES 1 1.2
TOTAL 105

SOURCE:-Primary Data

(FIG 4.1.8)

INTERPRETATION:- from the above analysis out of 149 percentage of people

somewhat likely will buy the product or service which are recommended online Paris 27.5
percentage of respondents quite likely preferred to buy the product which is
recommended online 16 percentage of people very likely would buy the product 6
percentage of people never would like to buy the product recommended online

INFERENCE ; majority 49 percentage of respondents somewhat likely will buy the product
which is recommended online
40
 TABLE 4.1.9 ABOUT REGULAR READING OF PRODUCT/SERVICES CONTENT THAT
INFLUENCE PURCHASING DECISION.

S.NO PARTICULARS NO.OF RESPONDENTS PERCENTAGE

1 ALWAYS 22 19.6
2 OFTEN 17 16.7
3 SOMETIMES 51 50
4 RARELY 11 9.8
5 NEVER 4 4.7
TOTAL

SOURCE:- Primary Data

(FIG 4.1.10)

INTERPRETATION:- from the above analysis 50 percentage of respondents sometimes would

watch a read the content of products and services which influence their fropurchasing
decision where is 16 percentage of people often do it 9 percentage of people rarely I'm
watching or reading the content by influencers about the product

INFERENCE:-majority of 50 percentage people sometimes read the content that influences their
purchase of a product or service

41
TABLE 4.1.10 ABOUT RELYING ON THE FEEDBACK OF THE ONLINE CUSTOMERS
BEFORE MAKING PURCHASING DECISION.

S.NO PARTICULARS NO.OF RESPONDENTS PERCENTAGE

1 YES 62 59
2 NO 11 10.5
3 SOMETIMES 32 30.5
TOTAL

SOURCE:- Primary Data

(FIG 4.1.11)

INTERPRETATION:- from the above analysis 58 percentage of respondents says that they
realise rely on feedback of online customers before making their purchasing decision
paras 10 percentage of people say no and 30 percentage of respondents sometimes rely on
feedback of online customers before making the purchasing decision.

INFERENCE:- majority of 58.8 percentage of people say ask for feedbacks are helpful for
the purchasing decision.

42
 TABLE 4.1.12 SOCIAL HANDLES HELPING TO ENGAGE WITH FAVORITE BRAND

S.NO PARTICULARS NO.OF RESPONDENTS PERCENTAGE

1 INSTAGRAM 67 69
2 FACEBOOK 18 18
3 YOUTUBE 54 54
4 TWITTER 3 3
5 LINKEDIN 0 0
6 PINTEREST 11 10
7 BLOG POST 10 10
TOTAL 100%

SOURCE:- Primary Data

(FIG 4.1.12)

INTERPRETATION:- from the above analysis 69 percentage of people accept

Instagram as their favorite social media for engaging with their favorite product service
online 18 percentage of respondents accept Facebook as their handle to follow for engage
with favourite product and services online respondents 54% go with YouTube 3% go with
Twitter

INFERENCE:- majority of 69 percentage of people accept Instagram

43
 TABLE 4.1.12 SOCIAL MEDIA ADS ARE HELPFUL TO KNOW NEW BRAND

S.NO PARTICULARS NO.OF RESPONDENTS PERCENTAGE

1 5% 15 15,7
2 25% 30 29.4
3 45% 27 26.4
4 75 – 100% 30 28.4
TOTAL

(FIG 4.1.13)

INTERPRETATION :- from the above analysis 26 percentage of people accept 45

percentage these social media advertisements helps me to find a brand new products
services online paras 28 percentage of people accept from 75 to 100 percentage social
media advertisements are helping me to find a new brand of products and services
online

INFERENCE :- majority of 28 percentage of respondents accept social media

advertisements are helping to find new brand from from 75 percentage to 100
percentage.

44
TABLE 4.1.13 CHOISE OF SOCIAL MEDIA HANDLE FOR BRAND AWARENESS MORE
OFTEN

S.NO PARTICULARS NO.OF RESPONDENTS PERCENTAGE

1 INSTAGRAM 71 71
2 TWITTER 0 0
3 FACEBOOK 10 17
4 YOUTUBE 52 49
TOTAL 104 100%

SOURCE:-Primary Data

INTERPRETATION:- from the above analysis 70 percentage of people will shoes

Instagram as a social media handle to buy a new product online Paris 17 percentage
of people choose Facebook 49 percentage of people choose YouTube another are linked in
Pinterest Twitter.

INFERENCE:- Majority of 70.3 percentage of people choose Instagram as a social media

handle to choose to buy a new product.

45
TABLE 4.1.14 PROPER CONTENT ABOUT THE PRODUCT/SERVICES ATTRACTS CUSTOMERS
FOR BUYING DECISIONS.

S.NO PARTICULARS NO.OF RESPONDENTS PERCENTAGE

1 ALWAYS 37 34.7
2 NEVER 8 6.8
3 MOST OF THE TIMES 36 38.6
4 SOMETIMES 22 19.8
TOTAL 101 100%

SOURCE:-Primary Data

(FIG 4.1.13)

INTERPRETATION:- from the above analysis 38.6 percentage of respondence most of

the times are attracted by the proper content about the product to service which they
love to buy online 19.8 percentage of people sometimes get influenced and 34
percentage of respondents always get influenced by the content which is posted
INFERENCE:- majority of 38.6 percentage of people most of the times are influenced
by the proper content which is post by their favorite product service social media handle

46
 TABLE 4.1.15 ABOUT NO.OF TIMES RESPONDANTS VISIT THEIR FAVORITES
BRANDS SOCIAL MEDIA PROFILE
S.NO PARTICULARS NO.OF PERCENTAGE
RESPONDENTS
1 Weekly once 16 15.7
2 Monthly once 12 12.7
3 Before making a buying decision 32 30.4
4 Whenever 41 41.2
TOTAL 102 100%

SOURCE:-Primary Data

(FIG 4.1.14)

INTERPRETATION:- from the above analysis 41 percentage of people visit their favorite brand
social media profile whenever necessary Paris 30 percentage of people always visit before
making a buying decision and 12 percentage of people monthly ones 15 percentage of people
weekly once.

INFERENCE:- majority of 41.2 percentage of people whenever necessary are visiting brands social
media profile for content for update

47
4.1.15 ABOUT SOCIAL MEDIA MARKETING IS THE PLATFORM THAT PROVIDES
FOR INSTANT RESPONSE ABOUT THE PRODUCTS/SERVICES.

S.NO PARTICULARS NO.OF RESPONDENTS PERCENTAGE

1 Strongly agree 22 19.8
2 Agree 30 37.3
3 Disagree 30 37.3
4 Neutral 21 9.8
TOTAL 102 100%

SOURCE :- Primary Data

(FIG 4.1.15)

INTERPRETATION:- from the above analysis 37.3 percentage of people neutrally accept
that social media marketing platform is for instant response and also 37.3 percentage
people agree it's a platform for instant response only 19.6 percentage of people strongly
agree that social media marketing platform is for the incident response

INFERENCE:- majority of 37.3 percentage of respondents.

48
TABLE 4.1.17 ABOUT CUSTUMER REVEIWS

S.NO PARTICULARS NO.OF RESPONDENTS PERCENTAGE

1 20% 20 18.6
2 50% 35 33.3
3 75% 35 38.2
4 100% 10 9.8

INTERPRETATION :- from the above analysis it is said that 38.2 percentage of people think 75 percentage of these
reviews by customers are helpful for buying a product online where is 33.3 percentage of people accept only 50 percentage
these reviews are helpful whereas other side 75% is only its helpful only 9.8 percentage of people says it is 100% helpful
for making a buying decision.

INFERENCE :- majority of 38.2 percentage of people think that only 75 percentage these reviews of customers are
helpful for making a buying decision.

49
TABLE 4.1.18 ABOUT NRGATIVE REVIEWS OF ORDUCTS/SERVICES.
S.NO PARTICULARS NO.OF PERCENTAGE
RESPONDENTS
1 Upto 15% - 35% 35 26.5
2 Upto 50% - 75% 25 46.1
3 Upto 100% 39 21.6
4 no 13 8.9

PRIMARY DATA :-

(FIG 4.1.16)

INTERPRETATION :- from the above analysis 46.1 percentage of people say s up to 50 to 75

percentage of negative reviews of a product or service. Dad buying decision where is only
21.6 percentage of people say yes that 100 percentage of my buying decision will be stopped
by a negative review about a product online and the other side
26.5 percentage of people say yes.
INFERENCE :- Majority of respondents that is 46.1 percentage of people say yes up to 50 to
75 percentage of my buying decisions will be stopped because of the negative reviews of a product
or service online.

50
 TABLE 4.1.19 ABOUT PERCEPTION OF A PRODUCT/SERVICE ONLINE AFTER A
NEGATIVE FEEDBACK.

S.NO PARTICULARS NO.OF RESPONDENTS PERCENTAGE

1 YES 35.3
2 NO 15.7
3 MAY BE 49

SOURCE:-Primary data

(FIG 4.1.17)

INTERPRETATION :- from the above analysis 49 percentage of of respondents say that maybe
perception of product has changed because of social media marketing as compared to
traditional marketing where is only 15.7 percentage of people say no again
35.3 percentage of people are accepting it.

INFERENCE:- Majority of 49 percentage of people think maybe perception of a product service

online will change because of social media marketing as compared to
traditional marketing.

51
TABLE 4.1.20 HOW MUCH IS SOCIAL MEDIA MARKETING HELPFUL FOR BUSINESS.

S.NO PARTICULARS NO.OF RESPONDENTS PERCENTAGE

1 YES 72 71.3
2 NO 8 9.2
3 MAY BE 21 22.3

SOURCE:-Primary Data

(FIG 4.1.18)

INTERPRETATION :- from the above analysis 71.3 percentage of people say ask that
strip social media marketing is helpful for today's business which is customer
engagement where is 21 0.8 percentage respondence think maybe it can be a reason.

INFERENCE:- Majority 71.3 percentage of people have accepted social media

marketing is helpful for today's business for huge customer engagement.

52
TABLE 4.1.21 SOCIAL MEDIA MARKETING IS MAKING BUSINESSES EASY
TO FIND THEIR TARGET AUDIENCE.

S.NO PARTICULARS NO.OF RESPONDENTS PERCENTAGE

1 Strongly agree 14 15.8
2 disagree 2 2.4
3 Neutral 28 20.8
4 Agree 47 46.5
5 Strongly agree 38 14.9
TOTAL

SOURCE Primary Data

(FIG 4.1.19)

INTERPRETATION :- from the above analysis 46 percentage of people agree that

nowadays social media marketing is making business is easy to find their target audience
where is only 14 percentage of people strongly agree 20 percentage of people are neutral about it 2
percentage of people disagree

INFERENCE :- majority of 46.5 percentage of people agree that nowadays social media marketing
is making businesses easy to find the target audience and its booming.
53
 TABLE 4.1.22 SOCIAL MEDIA AND TODAYS BUSINESSES ENGAGEMENT WITH
CUSTOMERS.
S.NO PARTICULARS NO.OF RESPONDENTS PERCENTAGE
1 YES 95 84.2
2 NO 10 15.8
TOTAL 105 100%

SOURCE Primary Data

INTERPRETATIONS :- from the above analysis 84.2 percentage of people say saying that social media
marketing is the reason for engagement of customers with their favourite brand or product nowadays
where is 15.8 percentage of people are not accepting that social media marketing is reason for engagement of
customers.

INFERENCE :- majority of 84.5 percentage of people say as that is social media marketing is the
reason for engagement of customers with their favorite brand product nowadays. Listening.

54
TABLE 4.1.23 PROMOTIONAL E- MAILS
S.NO PARTICULARS NO.OF RESPONDENTS PERCENTAGE
1 YES 50 37%
2 NO 20 22%
3 MAY BE 35 41%
TOTAL

INTERPRETATION :- from the above analysis 41 percentage of people think that maybe
promotional emails and daily are being reason to get enough attention to buy a product or service
online 22 percentage of respondents say no to this whereas 37 percentage of people say that these
promotional emails sent daily are been reason to get enough attention to buy the products of service online.

INFERENCE :- majority of respondents that is 41 percentage of respondents that these

promotional emails sent daily maybe can be the reason to get enough attention to buy a product
or service online.

55
 TABLE 4.1.24 :- ACTIVE PROMOTIONAL ACTIVITIES.
S.NO PARTICULARS NO.OF RESPONDENTS PERCENTAGE
1 YES 87 85.6
2 NO 28 14.4
TOTAL

INTERPRETATION :- from the above analysis 85.6 percentage of people say yes that active
social media promotion and everyday content sustains customers for long time then the inactive
social media profile of a product or service whereas 14.4 percentage of people say no to it.

INFERENCE :- majority 85 percentage of respondents say ask that active social media
promotion and everyday content sustains customers for a long time now a days for
business.

56
 TABLE 4.1.25 SOCIAL MEDIA MARKETING VS TRADITIONAL MARKETING.
S.NO PARTICULARS NO.OF RESPONDENTS PERCENTAGE
1 YES 86 82.8
2 NO 32 17.2
TOTAL 99 100%

INTERPRATATION :- from the above analysis 82.8 percentage of people accept that social media
marketing engage more customers than traditional marketing. Whereas 17.2 percentage of
people are not ready to accept that social media marketing is not engaging more customers.

INFERENCE :- majority of 82.8 percentage of people are accepting that social media
marketing is more engaging than traditional marketing regarding business booming and
customer engagement

57
CHI-SQUARE TEST
CROSS TABULATION

The cross tabulation table is the basic technique for examining the relationship between two categorical
(nominal or ordinal) variables, possibly controlling for
additionallayeringvariables.TheCrosstabulationprocedureofferstestsofindependence and measures of association
and agreement for nominal and ordinal data.

CHI-SQUARE TEST
The chi-square test measures the discrepancy between the observed cell counts and what you would expect if the
rows and columns were unrelated. The degree of influence of the following independent variables pertaining to
the respondents with respect to the factors influencing marketing decisions and market conditions is:

(O-E)2
( 2 ) = ---------
E
With Degree of Freedom (D.F.) = (c-1) (r-1) where,
O = Observed frequency, E
= Expected frequency, c =
Number of columns,
r= Number of rows

58
ASSOCIATION BETWEEN AGE AND PREFERENCES SHOPPING ONLINE OR OFFLINE

ONLINE OFFLINE
Marginal Row Totals
SHOPPING SHOPPING
16 – 25 39 40 79
above 35 2 23 25

OFFLINE
ONLINE SHOPPING Marginal Row Totals
SHOPPING
16 – 25 39 (31.14) [1.98] 40 (47.86) [1.29] 79
above 35 2 (9.86) [6.26] 23 (15.14) [4.08] 25
Marginal Column Totals 41 63 104 (Grand Total)

The contingency table below provides the following information: the observed cell totals, (the expected cell
totals) and [the chi-square statistic for each cell].

The chi-square statistic, p-value and statement of significance appear beneath the table. Blue means you're
dealing with dependent variables; red, independent.

You'll notice we've also calculated a chi-square statistic with the popular Yates correction. There's probably a consensus now that
the correction is over-cautious in its desire to avoid a type 1 error, but the statistic is there
if you want to use it.

The chi-square statistic is 13.6077. The p-value is .000225. Significant at p < .01.

The chi-square statistic with Yates correction is 11.9307. The p-value is .000552. Significant at p < .01.

59
ASSOCIATION BETWEEN PREFERENCE OF SHOPPING ONLINE OR OFFLINE AND

NUMBER OF TIMES VISITING THE FAVOURITE BRANDS SOCIAL MEDIA PROFILE FOR

CONTENT

BEFORE BY MAKING A BUYING DECISION

WEEKLY ONCE MONTHLY ONCE BEFORE MAKING BUYING DECISION WHENEVER NECESSARY Row Totals

14 7 5 4 30
OFFLINE SHOPPING 2 7 26 40 75

Column Totals 16 14 31 44 105 (Grand Total)

The contingency table below provides the following information: the observed cell totals, (the expected cell
totals) and [the chi-square statistic for each cell].

The chi-square statistic, p-value and statement of significance appear beneath the table. Blue means you're
dealing with dependent variables; red, independent.
Results
BEFORE MAKING WHENEVER
WEEKLY ONCE MONTHLY ONCE BUYING DECISION NECESSARY Row Totals

ONLINE SHOPPING 14 (4.57) [19.45] 7 (4.00) [2.25] 5 (8.86) [1.68] 4 (12.57) [5.84] 30
OFFLINE 2 (11.43) [7.78] 7 (10.00) [0.90] 26 (22.14) [0.67] 40 (31.43) [2.34] 75
SHOPPING

Column Totals 16 14 31 44 105 (Grand Total)

The chi-square statistic is 40.9084. The p-value is < 0.00001. The result is significant at p < .01.

60
ASSOCIATION BETWEEN GENDER AND PREFERENCE SHOPPING ONLINE OR OFFLINE

FEMALE MALE Marginal Row Totals

OFFLINE 47 16 63
SHOPPING
ONLINE SHOPPING 30 11 41
Marginal Column Totals 77 27 104 (Grand Total)

The contingency table below provides the following information: the observed cell totals, (the expected cell
totals) and [the chi-square statistic for each cell].

The chi-square statistic, p-value and statement of significance appear beneath the table. Blue means you're
dealing with dependent variables; red, independent.

You'll notice we've also calculated a chi-square statistic with the popular Yates correction. There's probably a consensus now that
the correction is over-cautious in its desire to avoid a type 1 error, but the statistic is there if you want to use it.

FEMALE MALE Marginal Row Totals

OFFLINE 47 (46.64) [0] 16 (16.36) [0.01] 63

SHOPPING
ONLINE SHOPPING 30 (30.36) [0] 11 (10.64) [0.01]
41
Marginal Column Totals 77 27 104 (Grand Total)

The chi-square statistic is 0.0265. The p-value is .870654. Not significant at p < .01.

The chi-square statistic with Yates correction is 0.0044. The p-value is .947369. Not significant at p < .01.

61
HYPOTHESIS

➢ Association between age and preference of shopping online and offline .

Null hypothesis: there is no relationship between age and preference of shopping online or offline
Alternative hypothesis: there is a relationship between age and preference of shopping online or offline

The chi-square statistic is 13.6077. The p-value is .000225. Significant at p < .01.

The chi-square statistic with Yates correction is 11.9307. The p-value is .000552. Significant at p < .01.

➢ Association between gender and preference of shopping online or offline

null hypothesis there is no relationship between gender add preference of shopping online or offline.
Alternative hypothesis there is a relationship between gender and preference of shopping online
or offline

➢ Association between preference of shopping online or offline and number of times visiting the favourite
brands social media profile

Null hypothesis: there is a relationship between preference of shopping online or offline and number of
times visiting favourite branch social media profile.
Alternative hypothesis there is no relationship between preference of shopping online or offline
with number of times visiting their favourite brands social media profile for content.

The chi-square statistic is 0.0265. The p-value is .870654. Not significant at p < .01.

The chi-square statistic with Yates correction is 0.0044. The p-value is .947369. Not significant at p < .01

A hypothesis is a research-based statement that aims to explain an observed trend and create a solution that
will improve the result.

Current research shows that an effective social media campaign will promote the business and its brand
along with its products and services while encouraging the and target market to engage with the business and its
brand through comments, images, videos and a range of other multimedia.

62
 CHAPTER 5
FINDINGS AND SUGGESTIONS

5.1 - FINDINGS
➢ According to the response from the Questionnaire reveals Majority 85.3% of respondents are from age
group 16-25.

➢ Majority 59.8% of respondents prefer offline shopping Majority 78.8% of respondents are active on
Instagram.

➢ Majority 70.4% of respondents purchasing decisions is influenced by YouTube.

➢ Majority upto 66.7% of respondents are accepting that “may be Social media marketing
advertisements influence my purchase .

➢ Majority 41.2% of respondents think that only 5-15% of Social media marketing advertisements are
influncing their purchasing decisions.

➢ Majority 41.2% of respondents are also accepting that it’s neutral about the Socia media
marketing helping their Purchasing decisions.

➢ Majority 49% of respondents somewhat likely will buy the product which is recommended online.
Majority 50% of respondents Sometimes do watch / read their favourite product
/services content that influences their purchasing decisions.

➢ Majority 58.8% of respondents yes they are relying on feedback of online customers before
making their purchase.

➢ Majority 69% of respondents chose Instagram as their Social media handle that is helping them to engage
with their favourite product /services online.

➢ Majority 29.4% of respondents accepts 25% of Social media marketing advertisements helps them to find
a Brand new product /services online.

➢ Majority 71.3% of respondence shoes Instagram at handle to buy a product online.

➢ Majority 38.6 percentage of respons have answered most of the times proper content about the product or
service attracts customers for buying decisions.
➢ Majority 41.2% of response to that they received their favourite brand social media profile when our
necessary .

➢ Majority 37.3 percentage of respondents equally agree that social media marketing is the platform
for instant response about the product or services .

➢ Equally The Other 37.3 percentage of respondence are neutral about this.

➢ Majority 38.2 percentage of respondents comes to a conclusion that Social media marketing
advertisements are only 75% of customers are helpful for making a bying decisionS.

➢ Majority 46.1 percentage of respondents admitted that negative reviews of a product is up to 50 to 75%
will stop their buying decision.

➢ Majority 49 percentage of respondents may change their perception about a product or service because of
social media marketing than compared to traditional marketing.

➢ Majority 71.3 percentage of respondents think that social media marketing helpful for today’s
business for huge customer engagement.

➢ Majority of 46.5 percentage of respondents agree that social media marketing is making businesses
easy to find the target audience nowadays.

➢ Majority 84.2 percentage of respondents accepts as for the statement that is “Social media
marketing is the reason for engagement of customers with their favourite brand or product” .

➢ Majority 41 percentage of respondents think maybe the promotional email sent daily are been reason to
get enough attention to buy the product or services.

➢ Majority 85.6 percentage of response accepts yes for active social media promotion and everyday
content sustains customer for long time.

➢ Majority 82.8% of respondents game up with the large voting on social media marketing as
compared to traditional marketing.

➢ Majority of people opinion on social media marketing were like

➢ Helpful tool to purchase

➢ Transparent of information

➢ Instant reviews and response

➢ Making businesses easy to find the target audience

➢ Good and flexible platform for engaging with buyers and Consumers at the same time
 5.2 – SUGGESTIONS AND
RECOMMENDATIONS
❖ The study overall reveals both the positive and negative aspects of consumers on based of their
experiences in social media marketing.

❖ Consumers experience in buying through social media marketing nowadays is positive as soul as the
negative side is because of that fraudulent involved in some of the block post or social media marketing
platforms

❖ Some of the customers have also complaint about social media marketing flexibility for illiterate and elder
generation people

❖ Social media handles have a far reach with the younger generation as compared to elder
generation so this can push to a situation for the elder people to deny buying products from online.

❖ Business nowadays widely welcoming marketing methods involving social media handles for innovative
advertisements are supportive but understandable for consumers and being transparent is more
important.

❖ Social media marketing has a positive side and a negative side It is businesses responsibilities to take care
about the negative side for securing customers loyalty

❖ There are various variables like education, occupation, income, gender, age and many more which
affecting consumer behavior and social media too.

❖ There are different types social networking sites are there like twitter, whatsupp. You tube, skype,
and many more which affecting consumer behavior.

❖ There many social media marketing and social networking sites where as some of them are very much
significant while some are not significant.

❖ There are many uses of social media networking like sending messages, downloading, uploading,
important messages transmission and many more.

❖ The more use of social networking sites increases the persons involvement in decision making and which
is very important .

❖ Comparison can be made between traditional mode of media and social media communication
❖ Traditional media is also affecting the behavior of consumer so the social media but social media
give latest updates and increase the knowledge society in general and consumers in particular.

65
❖ It can be recommended that social media is more affecting behavior of consumers as comparison
can be made between traditional marketing and social media marketing.

66
 CONCLUSION

Social media can be a powerful tool for any organizational can increase your visibility. Enhance
relationships, establish two-way Communication with customers, provide a forum for feedback,
unimproved awareness and reputation of the organization. For these reasons, social media websites
have become an important platform for organizations.

Social media can be a powerful tool for any organization. It can increase your visibility,
enhance relationships, establish two-way communication with customers, provide a forum for feedback,
and improve the awareness and reputation of the organization. For these reasons, social media websites
have become an important platform for organizations.

The comparison of Social media advertising channels as whole and tradition channels advertising
as a whole results in favor of Social media advertising channels. On every aspect of the advertising
respondents agree that Social media advertising channels are better than that of tradition media
advertising. The following table gives the hypothesis and the results of
the data analysis for these hypothesis

67
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❖ Aldo Syarief, and Genoveva, (2015),The Analysis of Communication between Friends on Social Media towards

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Indonesia), Procedia - Social and Behavioral Sciences, Vol. 169, , pp. 31-42, ISSN number 1877-0428

❖ Anthony Miles, D. (2014) "Social Media and Consumer Behavior: A Marketing Study On Using Structural Equation

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Social Media Think: Lab.

69
 APPENDIX
(QUESTIONNAIRE)

Name :

Age :

a) 16 – 25

b) 25 – 30

c) 30 – 35

d) Above 35

Gender :

a) Male

b) Female

1) Do you prefer shop to a)

ONLINE

b) OFFLINE

2) Which Social Media channels are you most active on ?

a) FACEBOOK

b) TWITTER

c) LINKEDIN

70
d) INSTAGRAM

e) PINTEREST

3) Which of this Social media will influence your purchasing decison ?

a) FACEBOOK

b) TWITTER

c) LINKEDIN

d) INSTAGRAM

e) PINTEREST

4) Social media advertisements influences my Purchase ?

a) STRONGLY AGREE

b) DISAGREE

c) MAY BE

d) NONE OF THE ABOVE

5) How much of your purchases you think influenced by a social media

Advertisements ?

a) 5 – 15 % b)

25 – 50 % c)

75 – 85 % d)

100%

6) Social media marketing is helping me in my Purchasing decision. a)

Agree

b) Disagree
c) Neither Agree nor Disagree
71
7) How likely are you buy a product recommended online ?

a) Very likely

b) Somewhat likely

c) Quite likely

d) Very likely

8) How often do you watch or read the Product / services content that influence your

purchasing decision ?

a) Daily

b) 1 – 2 times a week c)

Once a month

d) Only when needed

9) I always rely on the feedback of online cutomers before making my purchasing

decision.

a) YES

b) NO

10) Which social media handle helps you to engage with your favorite Product /

Service online.

INSTAGRAM

FACEBOOK

YOUTUBE

TWITTER

LINKEDIN
PINTEREST
72
BLOG POST

11) How much Social media Marketing/advertisements helps you to find a Brand new

products/services.

a) 5%

b) 25%

c) 45%

d) 75% to 100%

12) Which social media handle you choose to buy a product more often?

INSTAGRAM

TWITTER

FACEBOOK

YOUTUBE

LINKEDIN

PINTEREST

13) Proper Content about the product/service attracts customers for a buying

decisions.

a) ALWAYS

b) NEVER

c) MOST OF THE TIMES

d) SOMETIMES

14) How many times you visit your favorite Brand’s Social media profile.

a) WEEKLY ONCE

b) MONTHLY ONCE

c) BEFORE MAKING A BUYING DECISION

73
d) WHENEVER NECCESSARY

15) Social media marketing is the platform for instant response about the

products/services.

a) AGREE

b) DISAGREE

c) MAY BE

d) NONE OF THE ABOVE

16) How much of these reviews of cutomers are helpful for making a buying decision?

a) 20% b)

50% c) 75%

d) 100%

17) Negative reviews of a product / service will stop my buying decisions ?

a) YES UPTO 15% - 35% b)

YES UPTO 50% - 75% c) YES

UPTO 100%

d) NO

18) Did you change your perception about a product / services because of social media

marketing than compared to Traditional marketing?

a) YES

b) NO
19) Do you think social media marketing helpful for today’s businesses for huge
customer engagement. a)

YES

b) NO
20) Now a days Social media Marketing is making businesses easy to find their target

audience.

a) YES / AGREE

b) NO / DISAGREE

c) MAY BE

d) I DON’T THINK SO

21) Social Media Marketing is the reason for engagement of customers with their

favorite Brand/Product

a) YES

b) NO

22) Promotional E-mails sent daily are been reason to get enough attention to buy the

product/service

a) YES

b) NO

23) Active Social Media Promotion and every day content sustains customers for long

time

a) YES

b) NO

75
24) Social Media marketing enage more customers than traditional

Marketing a) AGREE/YES

b) DISAGREE/NO

25) Your Opinion On Social Media

marketing