A REPORT ON THE

Research work
Done on
TAT
010

IMPACT OF SOCIAL MEDIA ON BRAND CHOICE

By

Mr ANURAG NIRWAN
Batch: VII. Roll No.: K07062

Submitted to
XAVIER INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIP
KOCHI

In partial fulfilment of the requirement for the award of

The Post Graduate Diploma in Management
Under the Guidance of
Mr. SONY VARGHESE
Assistant Professor

XAVIER INSTITUTE OF MANAGEMENT & ENTREPRENUERSHIP- KOCHI

KINFRA HI-TECH OFF HMT ROAD, HMT PO, KALAMASSERY, KOCHI- KERALA- 683503
Abstract
Social Medias are turning out to be more mainstream step by step. Utilization of social media
for different intentions is expanding. It is the association among individuals wherein they
trade data in virtual networks and organizations. These social Medias sites are capable of
producing huge data. We realize that social media rely upon portable and electronic advances
and make exceptionally intelligent stages through which people and networks can share, talk
about, and alter client created content.
Individuals are using these media to think about various brand items they buy. Indeed, even
they can see cost and quality of B2C and C2C web based business destinations. So the
commitment of these social destinations is expanding.
This research intends to examine purchaser’s behaviour towards utilizing social media for
making decision and getting data of the brand. In an effort of discovering the effect of social
media platforms on brand decision, i gathered responses of 96 people from various parts of
India, through an organized poll. This investigation expects to investigate the elements about
buyers' decision about social media and utilizing these social media platform in order to make
purchase decision and how these social media is impacting their brand choice.
To analyse the collected survey data Microsoft excel and SPSS platform was used. Questions
are divided into 6 tables. I trust this overview will assist with deciding the apparent
advantages, dangers, and purchasers'' ability to utilize social media as a wellspring of brand
decision. This paper likewise endeavours to identify how customers assess the idea of
utilizing social media for different purposes. And, at last did analysis to come to conclusion.

Introduction
Presently social media is part of everyone life. Quantity of client on social media is
expanding day by day. Every day, 1 lakh tweets are being made, more than 6 lakh bits of
information is passed on Facebook, Two million Google searches. Consider a couple of years
back; when verbal exchange couldn't travel exceptionally far, we needed to depend on our
close to companions and friend bunches for data about items and administrations.
Publicizing and deals advancements significantly affected the shopper dynamic procedure.
Indeed, running from store to store was a standard obligation to discover the correct item. Be
that as it may, presently, social media life gives verbal wings. The effect of social media life
on brand perspectives, also, accepted practices is so solid we frequently attracted to buzz
marketing to reflect strategies intended to invigorate +ve informal. Presently we can access to
master data from our companions. Frequently a great many people use data via web-based
networking media for buying anything.
In addition, advertisers utilize these web-based social media as a mechanism of publicizing.
They have promoting system to get clients through these social media platforms. It is difficult
to get clients through social media, since everyone regularly will in general have faith in what
their friends suggest. Facebook, Twitter, or Linked in, Google in addition to are a few famous
online networking destinations that individuals use to express their way of life. They share
data which could make companions to do something very similar. Brand decision of one
Person can be affected by another person by social media.
In today’s tech savvy world, social media communication has gone to that phase where
retailers can expand their operation and can promote their brand. Presently buyers can get any
information on social media. Simple connections between the users of internet based life
permit the clients to share their inclination about a brand and additionally administration.

Objectives of the study

1. To get an insight on how people use social media to make their decision
As the number of people increasing on digital platforms, they are using social media
for their decision making. More than half of the decisions made by consumers
regarding any brand are influenced by social media. This study tries to find out the
ways how people are using social media in their decision making process and.
2. Factors that contribute to the decision making in brand choice
Being present on social media and having acquainted with all sorts of the information,
brands have psychological impact on consumer mind set. Brand use certain factors
that influence the consumers decisions making power, and thus impact their brand
choice.
3. Benefits and limitations of social media
Social media do comes with its own pros and cons, and these things affect the use
mind set of the user. Also, most of the times the information provided on social media
platform are not true. In this regard, it becomes essential to find out the benefits and
limitations of the social media platforms and to figure out how it impacts the
consumer brand choice.
Literature review

keller contended that the social associations among buyers had impact on how brand
messages arrive at purchasers, how shoppers react to such messages, and in the long run how
firms should plan their marking endeavours. While the importance of organizations to
marking was not restricted to the online climate, web-based media drastically expanded the
range and perceiveness of buyer informal communities and made it a lot simpler to activate
purchasers. On the off chance that purchasers recount a ton of stories around a brand through
online media, this channel may be the best beginning stage for a marking effort. Then, Sheth
saw that being available via web-based media may assist a brand with building solid brand-
client connections, additionally advise and update their clients on the brands;
notwithstanding, only a presence via web-based media was not a persuading element to buy
items from that brand.

Further, Tsimonis and Dimitriadis demonstrates that why organizations make brand pages for
brand working in web-based media, how they use them, what approaches and methodologies
they follow, and what results do they anticipate. Studies on Social Media and Customer
Brand Engagement Social media brand commitment are basically similar to a drawn out
relationship. When clients choose to draw in with a brand via online media, they are really
placing trust into brand to tackle their concern.

The creator found an applied model for client commitment with various brands via online
media and results of commitment, for example, brand mindfulness. The consequences of the
examination proposed that customers had noteworthy seen contrasts between brands that
utilization online media simply to draw in with buyers in direct relationship building
discussion and those brands which utilize web-based media for advancement and exposure.
At the point when a few brands accomplished a solid and fruitful situation in the online media
space, at that point it became fundamental that those brands not just keep up an alluring
presence via web-based media, however they should likewise collaborate straightforwardly
with buyers and it ought to be two-way correspondence, for example, reacting quickly to
customer created content. 'Then again, Frady led concentrate on understudies to gauge
individual associations with brands via online media.

He directed an investigation on lodgings brand commitment via online media. Their

outcomes propose numerous open doors for content designing, for example, enlightening
attributes should consolidate with brand character related substance that helps in keeping up
future reach and marking on the online media webpage. Client commitment has become a
need for any brand via web-based media stages. Presently, online media has become quickest
and speediest strategies for any brand to get clients 'introduction and mindfulness.

Methodology

The survey was an open survey and total responses received were 96. The total number of
question contains in the questionnaire are 21.

To analyse collected survey data and prepare graph and bar Microsoft excel and SPSS was
used. Questions are bifurcated into 6 tables.

Primary research Questionnaire

Research
methodology Primary sources
Secondary Literature
research review
Secondary
sources

Questionnaire Google forms

Literature reviews Primary sources Journals, articles paper
Secondary sources Review articles

Analysis

Consumer’s Variable Responses

Name

15 to 25years 83.3%
Age
26-30 16.7%
 Education Educated 100%

Male 47.9 %
Gender
Female 51 %

Student 62.5%
Occupation
Private employee 22.9%

Instagram 93.8%

Social media Facebook 88.5%

LinkedIn 63.5%

Figure-1

Figure-2
Figure-3

Figure-4

From the responses of the respondents it can be clearly seen that how social media influence
the brand choice among the consumers. In figure 1, 45.8% of the respondents agree that
using social media can bring change in their brand choice. And also, 24% strongly agree.
In figure 2, 37.5% of the respondents agreed that, people buy those brands that got positive
response on social sites and 3.1% strongly agrees that. But, there are also 33.3% of people
who remains neutral in this case.
In figure 3, 40.6% agrees that WOM and buzz marketing are factors that contribute to their
brand choice and 8.3% respondents strongly agree to this.
In figure 4, 26% of the people agree that social media influencers provide correct information
and are always true, and 2.1%strongly agrees to this. But on the other hand, 29.2% remains
neutral and disagree with this statement and 13.5% strongly disagree with this.
Thus, it can be interpreted that WOM, buzz marketing, and praise on social media sites of
brands leads to the change in the brand choice.
Findings
1. Social media do impacts the psychology of the consumer
It can be easily from the analysis that social media do impacts the psychology of the
consumers, and by this the brand choice of the consumers are often affected.
2. Consumers are getting deceived by the social media contents
Most of the times it can be seen that consumers are often deceived by the contents present
on the social media. In this digital era it an e easily understood that most of the contents
that are present on the social media can be fake, the sole objective of these contents are to
deceive the consumers and impact on their brand choice,
3. Psychological factors which may differs person to person
When it comes to make decision on social media, there are many psychological factors
that are involved which may vary from person to person, and the one factor that is
relevant for one person may not be relevant for the other person.

Conclusion
Online media has progressed from basically giving a stage to people to keep in contact with
their loved ones. Before long it is the spot clients can get acquainted with their supported
affiliations and the things they sell. Marketing experts and retailers are using these complaints
as one all the more method to manage appear at purchasers and give another approach to
manage shop. "Improvement related degrees of progress, for example, the ascending of
unbelievable web crawlers, progressed cell phones and interfaces, coursed correspondence
vehicles, and on the web social affiliations have extricated up backers' capacity to appear at
customers through new touch habitats". Not just marketing experts the clients are other than
profiting. They would now have the choice to hoard data sitting in home; they can even shop
in home. Individuals can consider diverse brand perspectives and can utilize them to gather
their own picture decision. This is the clearest effect on customer purchasing choices from
online media.

People approach partners for proposition on social affiliations or course social relationship,
for example, Yelp for examinations before purchasing a thing. Accomplices offer
unconstrained proposition either truly, through their embracing of the brand, or in a
roundabout way, by exhibiting pictures of them with the brand or checking in at the area
utilizing applications like Foursquare. Beyond question, even online media bigly impacts
evaluations — the weighing of choices.
Online media impacts customers choices concerning brands since associates can assist you
with finding the brand you chose to purchase, work you out of it in the event that they
digress, maybe without a doubt, even assistance figure out some approach to pay for the
thing. Online media assists with beating obstacles in the method for purchasers who have
picked a buy. In any case, online media can generally make issues. It bigly impacts mental
discord.

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