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Effectiveness of Social media marketing

Thesis · September 2019

DOI: 10.13140/RG.2.2.32848.46083

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Hasan Shahid
North South University
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TEAM NUMBER: MKT 470.6.GR03

TEAM NAME: The Marketeers

Research on: Effectiveness of Social Media Marketing

Submitted to:

Tasneem Binte Morshed (TBM)

Lecturer
North South University

Submitted From:

NAME ID

1. Md. Arifur Rahman 1510890030

2. Hasan Mahmud 1610051030

3. Syed Md. Abu Saleh 1611850030

4. Tasnina Momo 1611857630

5. Sudipta Roy 1520931630

SUBMISSION DATE & TIME: September 08, 2019

(WORD COUNT: 3309)

Table of Contents
Abstract ...................................................................................... 3
Introduction ................................................................................ 4
Objective of the Research ........................................................... 5
Hypothesis .................................................................................. 5
Literature Review ....................................................................... 6
Dependent Variable ................................................................. 6
Independent Variables ............................................................. 7
Correlation between Variables and Hypothesis .......................... 7
Research Methodology ............................................................... 8
Research Design ...................................................................... 8
Data collection ......................................................................... 9
Primary research ...................................................................... 9
Secondary research .................................................................. 9
Questionnaire Description........................................................ 9
Data Analysis ........................................................................... 13
Demographic Information ...................................................... 13
Descriptive Statistics:............................................................. 14
Reliability Test:...................................................................... 15
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 Model Summary: ................................................................... 17
ANOVA Test: ........................................................................ 18
Coefficient ............................................................................. 18
Findings .................................................................................... 19
Limitations................................................................................ 19
Conclusions and Future Research ............................................. 20
References ................................................................................ 21
Appendix .................................................................................. 22

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Abstract
Our research was on an emerging topic that suggested how essential it is to look deeper into the
psychological and social aspects that drives the minds of the people whom the products are targeted
towards. Our research topic, “Effectiveness of Social Media Marketing” has followed to the
guidelines that are necessary for the research and as a team we conducted the research on a sample
size of 200 people of North South University. In this research we surveyed users to give us a brief
overview to understand the credibility of social media marketing. The main aim of the research
was to realize the possibilities, leverage the opportunity and reserve the perceived value of
consumers. As we know internet has created huge opportunities for the regular consumer we
needed to aware of the facts that drive them into buying the product. We considered customer
engagement as dependent on three variables which are quality of content, user experience and
frequency of visit of the customers. Our hypothesis sums up on these two factors that is
effectiveness of Social Media Marketing is positively correlated with customer engagement and
quality of content, user experience and frequency of visit have positive influence on customer
engagement. We concluded our research with test the hypotheses, then based on the analysis we
have input our recommendations.

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Introduction
A social media is an online platform which people use to build social networks or social relations
with other people who share similar personal or career interests, activities, backgrounds or real-
life connections. Social media is the collective of online communications way dedicated to
community-based input, interaction, content sharing and collaboration("What is social media?-
Definition from WhatIs.com", 2013).Social media has different forms, together with blogs, micro-
blogs, wikis, social networking sites, photo-sharing sites, instant messaging, video-sharing sites,
podcasts, widgets, virtual worlds, and more. Billions of people around the world use social media
to share information and make a connection. There are two types of social media users; digital
natives and digital immigrants. Digital natives are the ones who were born after 1980; they came
to this world when the digital media existed. Digital immigrants are the ones who were born before
1980 and introduced their lives to digital media (AntonSon and Christopher, 2014).Facebook,
Twitter, LinkedIn, Reddit, Pinterest, etc. are popular social media. Nowadays social media is
becoming an integral part of life online as social websites and applications proliferate. Now one
of the main reasons of using social media by the company to customer engagement. People using
social media give like, comments about the products or service and expressing their views. Then
people also share their feelings about the products to their friends, family, colleagues and more
customers and client are engaged. Ultimate aim of company is served.

Opportunity of Social Media

In business, social media is used to market products, promote brands, connecting to current
customers and foster new business. Company makes business decision interpreting the data from
blogs and social media which is called social media analytics. Social networking to help a company
increase brand exposure and broaden customer reach. With the help of social media optimization
(SMO) drawing new and unique visitors to a website. Social media platforms help an organization
stay close to their customers and make it easier to conduct research that they can use to improve
business processes and operations.

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Objective of the Research
The purpose of this study is to understand the credibility of social media marketing. As it is
essential to look deeper into the psychological aspects that drives the minds of the people whom
the products are targeted towards. The companies need to be able to realize the possibilities,
leverage the opportunity and reserve the perceived value of consumers. It is also very essential to
understand the media vehicles that marketers are using, are they effective enough, if not then why.

Hypothesis
Social media marketing is not just measured by the size of a company’s follower base, rather how
the followers communicate with a company, how they share company’s content, how they
recommend a company to their friends, how many followers and fans a company can gain and how
many fans company can keep and lot more.

So we needed to know how all of these things work. Thus, we made some hypothesis to prove the
effectiveness of social media which are:

1. Effectiveness of Social Media Marketing is positively correlated with customer

engagement.
2. Quality of content, user experience and frequency of visit have positive influence on
customer engagement.

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Literature Review

Social Media Marketing

Quality of
Content

User Customer
Experience Influence Engagement
Frequency of
Visit

Dependent Variable
Customer Engagement

Customer engagement is a business communication link between consumers and a company or

brand through various channels of communication. This connection of customers and company
can be a response, interaction or overall customer experience, which can take place in both online
and offline. The term can be used to define customer-to-customer communication regarding a
product, service or brand. However, the later dissemination initiates from a business-to-consumer
interaction echoed at a subconscious level.

Online customer engagement is different from offline as the nature of the customer interaction
with a company, brand and other customers be different on the internet. Online customer
engagement is a social sensation that became mainstream with the wide implementation of the
internet in the late 1990s, which has extended the technical developments in broadband speed,

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connectivity and social media. These factors support customer behavior to regularly engage in
online communities revolving, directly or indirectly, around product groups and other consumption
topics. This process leads to a customer’s positive engagement with the company or offering, as
well as the behaviors connected with different degrees of customer engagement.

Independent Variables
Quality of Content

Quality of content is about understanding your customers, then developing content that engages
them and highlights the message your brand is trying to communicate with them. Quality of content
is extremely important as it builds trust.

Frequency of visit

Frequency of visit is how regularly people visit your site and how long they wait between two
visits can help to measure visitor loyalty and to discover the behavioral trends distinguishing
frequent users from random ones.

User Experience

User experience in digital platform is about the overall experience of a person visiting a website
or a social site, especially in terms of how easy or pleasing it is to use. If a website or social site
degrades the user experience too much, people will simply stay away.

Correlation between Variables and Hypothesis

Effectiveness of social media is proved through the Customer Engagement it provides to the
companies and their respective social site pages as one of the main purpose of the companies for
being in the social sites is to engage the customers with their brand. (Barger et al., 2016)

Customer engagement is dependent on three variables which are quality of content, user
experience and frequency of visit of the customers.

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Like, if the quality of the content that are posted in social media sites by the respective companies
is good, then it brings more customer engagement as customers are more engaged with better
contents they find in social media. (Ashley & Tuten, 2015).

And when customers frequently visit the social media pages of a particular company, it also brings
customer engagement for the company as the customers are liking to spend time in their pages and
going back again and again to their sites. The more the customers visit a site, the more they likely
to engage with that. (Rishika et al., 2013).

Moreover, when the user experience of the customers is better, it also provides customer
engagement as the customers are satisfied with the experience they are getting while visiting social
sites of any company. (Baird & Parasnis, 2011)

And this bring us to the conclusion that how these three variables are huge influence in customer
engagement and how customer engagement proves the effectiveness of social media. So, the above
discussion clearly presents the correlation between the variables and the hypothesis.

Research Methodology

Research Design
We want to conduct causal research which variables are the effect and the nature of the functional
causal. This causal has two variables- independent variables (quality of content, effective
technology for survey purpose, capture niche market) which represents the cause, and another one
is dependent variables (effectiveness of social media marketing) which means the effect of
marketing research.

From this research we intend to find out effectiveness of social media marketing and positive or
negative reaction of people on this. Our research method of questionnaire is the personal interview
which will be conducted on field.

For this research we follow scale with 5 response categories from strongly disagree to strongly
agree. We will conduct a survey among the students of North South University and the process of
survey is offline. We will take 200 students from North South University as a sample.

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Data collection
To understand the effectiveness of social media marketing in Bangladesh we need to collect data
from both the sources. Marketing that implements various social media and networks in order to
achieve marketing communication and branding goals. It also covers activities that sharing of
content, videos, ideas and images for marketing purposes. Initially we intend to target urban
students whose age group is from 18-40 years. We will be collecting the data on field with the
sample size of 200 people by authentic insight from our research.

Primary research
For this we will approach to first hand data rather than from any secondary sources. We would
visit digital agencies and talk with digital marketing personnel or content creators for the research
purpose.

Secondary research
For secondary research we would look for the journals, newspapers, and internet sources, the
credibility and validity of the sources will be found though extensive research. We will also find
information from different digital marketing company’s website, face book pages and other links
from different online platforms. We will seek to find the marketing and advertising tools, and
technology to drive greater personalization of marketing at scale and to drive efficiencies in their
media investments. It will help us to work as evidence to our research.

Questionnaire Description
IV1: Quality of Content (QC) (Rothman.D,2014)

Quality content makes an emotional connection with your audience—whether it is addressing a

pain point or helping your reader do something better. Putting out content for the sake of content

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actually hurts your brand, as your audience will no longer trust you as a viable source. For us,
quality content must do the following:

 Connect with our audience on an emotional level

 Say something new, innovative, or unique
 Give the reader actionable items they can put into practice immediately
 Provide insightful views on a topic to help a reader make a decision
 Have a visual design that draws the reader in.

Questionnaire for Quality of Content (QC):

QC1 I relate to the advertisement Strongly

I see on social media. Disagree.....................................................Strongly Agree

I think advertisements that Strongly

QC2 lack innovation loses the Disagree.....................................................Strongly Agree
trust of the audience.

QC3 I think lucrative visual Strongly

design helps an Disagree.....................................................Strongly Agree
advertisement to stand out
on social media.

QC4 I feel that viral marketing is Strongly

effective for social media Disagree.....................................................Strongly Agree
marketing.

IV2: User Experience (UE)

User Experience is one of those aspects that remain much knows, as far as its importance in how
it affects everything from social media.

Questionnaire For User Experience (UE):

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UE1 Social media helps me to Strongly
gain specific goals and Disagree.....................................................Strongly Agree
usability.

I use social media for only Strongly

UE2 for social pleasure. Disagree.....................................................Strongly Agree

Social media can provide Strongly

UE3 you 100% privacy of my Disagree.....................................................Strongly Agree
information.

UE4 I face embarrassing Strongly

situation for fake profile. Disagree.....................................................Strongly Agree

IV3: Frequency of Visit(FV)

Frequency of visit is how often people visit your site and how long they wait between two visits
can help to gauge visitor loyalty and to uncover the behavioral trends distinguishing frequent
users from occasional ones.

Questionnaire For User Experience (UE):

FV1 I spend most of my leisure time on Strongly

social media. Disagree.....................................................Strongly
Agree

Checking the social media is the Strongly

FV2 last thing I do before go to bed. Disagree.....................................................Strongly
Agree

I frequently visit those pages which Strongly

FV3 updates their information regularly. Disagree.....................................................Strongly
Agree

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FV4 Loyalty of a customer lies on the Strongly
frequent visit to the social media Disagree.....................................................Strongly
page. Agree

DV1: Customer Engagement (CE) (Hallock W.B., 2016)

Social media technologies have changed the nature of interactions between customers and
companies, engendering radically new ways of interacting and, essentially, revolutionizing
marketing. This revolution centers on the fact that current and potential customers are using
social media to engage both companies and other consumers about products and services.

Questionnaire For Customer Engagement (CE):

CE1 Daily postings of the products help Strongly

me for better brand recognition. Disagree.........................................Strongly Agree

Visual Presentations like pictures Strongly

CE2 and videos encourage me to learn Disagree.....................................................Strongly
about the promotional campaign. Agree

Quick responses in social media Strongly

CE3 makes me more comfortable to Disagree.....................................................Strongly
make the purchase decision. Agree

CE4 Social media is the best option for Strongly

fast and effective feedbacks. Disagree.....................................................Strongly
Agree

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Data Analysis

Demographic Information
For our survey we have selected 200 respondents where 120 was male and 80 was female. All of
them were students of North South University aged between 20-30 years old.

The pie chart is showing the percentage for male and female:

Female
40%

Male
60%

Male Female

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Descriptive Statistics:

This table is shoing that there are no missing value for User Experience. But there are one missing
value each for Quality of Content, Frequency of Visit and Customer Engagement. This table is
also showing the mean, median, mode, standard deviation, minimum value, maximum value and
total sum of the values.

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Reliability Test:
Reliability test for Quality of Content:

This table is showing that the Cronbach’s Alpha is .664 wich is more than .500 and it means the
data we have got for Quality of Content is very good.

Reliability test for User Experience:

This table is showing that the Cronbach’s Alpha is .363 which is less than .500 and it means the
data we have got for User Experience is not very good. The reason behind this can be sample and
biasness of the respondents.

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Reliability test for Frequency of Visit:

This table is showing that the Cronbach’s Alpha is .655 which is more than .500 and it means the
data we have got for Frequency of Visit is very good.

Reliability test for Customer Engagement:

This table is showing that the Cronbach’s Alpha is .750 which is more than .500 and it means the
data we have got for Customer Engagement is very good.

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Reliability test for all the independent variables and dependent variable together:

Standard value for Cronbach’s Alpha is 1.00. The result we got from our research is 0.815 which
shows that we have got a really good reliable data. Moreover, the Case Processing Summary is
showing that the data we have got from our target people is 98.5% valid which is also a very good
number for the validity.

Model Summary:

Here the value of R is .707 which is very high and it indicates high degree of correlation of
dependent variable with the dependent variables. The value of R Square is .500 which is above .4.
It means the independent variables are influencing the dependable variable by 50%

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ANOVA Test:

ANOVA test shows how well the regression equation fits the data. Here the Sig which is P value
is less than 0.05 which shows that overall, the regression model significantly predicts the outcome
variable and it is obviously a good fit for the data.

Coefficient

The Coefficients table provides us with the necessary information to predict how the independent
variables are related and influencing with the dependent variable. In this case,

IV1 with DV: Sig or P value < 0.05. We accept the hypothesis and reject the null hypothesis.

IV2 with DV: Sig or P value > 0.05. We reject the hypothesis and accept the null hypothesis.

IV3 with DV: Sig or P value < 0.05. We accept the hypothesis and reject the null hypothesis.

Also the value of Beta is positive which means, the independent variables are positively related
with the dependent variable.

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Findings
We have selected three hypothesis for our research and those are:

1. Quality of Content has positive influence on Customer Engagement.

2. User Experience has positive influence on Customer Engagement.
3. Frequency of visit has positive influence on Customer Engagement.

From the coefficient table we can say that we have accepted the hypothesis for Quality of
Content and Frequency of Visit. For User experience we rejected the hypothesis and accepted the
null hypothesis.

So quality of content and frequency of visit have positive influence on customer engagement.
Where as user experience does not have positive influence on customer engagement.

Limitations
There are a lot of scopes and matters to explore regarding social media marketing but finding out
the effectiveness we had few limitations. The limitations are discussed below:

1. Non Responsive Bias –When the respondents are not well responsive, they tend not to
answer the questionnaire being interested rather give answers which might of no use or
invalid. This is a very common limitation during any research as not respondents will be
good enough or fir with their answers, they would just fill up the survey just for the sake
of it. Therefore, answers from this kind of respondents are usually considered to be null as
they are of no use and can affect the results.
2. Time: When there is shortage of time to find out the answers of the research we are looking
for. Time constraint can create chaotic result. If we don’t get sufficient time to collect and
analyze the data the research findings will not be fruitful. So to avoid this a proper sufficient
time should have been given for any research to get the desired results.

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 3. Intentional Falsification: When respondents intentionally answer the questions wrongly,
give wrong answers to the questions to make the research findings wasted. It is difficult to
ignore such limitations as we do not have any control over the answers of the respondents.
So we suggest the respondents should be chosen accordingly based on the research topic
who will be eligible and honest and not all groups of people will give suitable response for
every topic.

Conclusions and Future Research

After conducting test we have concludes on the terms that from the coefficient table, we have
accepted the hypothesis for Quality of Content and Frequency of Visit and we rejected the
hypothesis and accepted the null hypothesis regarding For User experience. Hence for quality of
content and frequency of visit have positive influence on customer engagement Where, as user
experience does not have positive influence on customer engagement. We came up with few
exclusive recommendations that can be beneficial for targeting the desired customer. Those are,
usage right social media tool that is accepted and popular. The adjustment of strategy depending
on the targeted consumer is important so that it can specifically work on them, keeping up with
this new generation specially millennials to grab their social media presence and lastly the
customer feedback opportunity that will induce a two way communication so that they can be
aware of their demands and offer such product. Nowadays content with social message is also
appreciated and noticed. They can find a connection and get into the issue.

Therefore, after conducting a research that requires proper data collection and data input we put
all the data have been collected properly then we used the SPSS, input all the data entry and find
the research findings.

So we can finally say that, social media marketing is also very effective in Bangladesh like the
whole world and it is booming and needs to be more efficient in terms of reducing noise and grab
customer attention.

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References

1. Barger, V., Peltier, J. and Schultz, D. (2016), "Social media and consumer engagement: a
review and research agenda", Journal of Research in Interactive Marketing, vol. 10, no. 4,
pp. 268-287.
2. Ashley, c., & Tuten, t., 2015, “Creative Strategies in Social Media Marketing: An
Exploratory Study of Branded Social Content and Consumer Engagement”, Psychology &
Marketing, vol. 32, no.1, pp. 15-27.
3. Rishika, R., et al., 2013, “The Effect of Customers’ Social Media Participation on Customer
Visit Frequency and Profitability: An Empirical Investigation”, Information Systems
Research, vol.24, no.1, pp.108-127.
4. Baird, C.H. & Parasnis, G. 2011, “From Social Media to Social Customer Relationship
Management”, Strategy and Leadership, vol. 39, pp. 30-37.
5. AntonSon, M., & Christopher, W. (2008). Corporate Social Media Facilitating Better and
Faster Change Management. Goteborgs Universitet Handelshogskolan.

6. What is social media? - Definition from WhatIs.com. (2013). Retrieved 24 August 2019,
from https://whatis.techtarget.com/definition/social-media.

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 Appendix
Group Picture

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