A STUDY ON THE IMPACT OF SOCIAL MEDIA ON CONSUMER BUYING BEHAVIOUR

TOWARDS MI BRAND WITH THE SPECIAL PREFERENCE TO ERODE CITY

CHAPTER - 1

1. INTRODUCTION TO STUDY

1.1 ABOUT THE INDUSTRY

Smartphones, mobile phones with more advanced computing capabilities and connectivity than regular
mobile phones, came onto the consumer market in the late 90s, but only gained mainstream popularity
with the introduction of Apple’s iPhone in 2007. The iPhone revolutionized the industry by offering
customer friendly features such as a touch screen interface and a virtual keyboard. The first smartphone
running on Android was introduced to the consumer market in late 2008.
The first commercially available device that could be properly referred to as a "smartphone" began as a
prototype called "Angler" developed by Canova in 1992 while at IBM and demonstrated in November
of that year at the COMDEX computer industry trade show. A refined version was marketed to
consumers in 1994 by Bell South under the name Simon Personal Communicator. In addition to placing
and receiving cellular calls, the touchscreen-equipped Simon could send and receive faxes and emails.
It included an address book, calendar, appointment scheduler, calculator, world time clock, and
notepad, as well as other visionary mobile applications such as maps, stock reports and news.

The IBM Simon was manufactured by Mitsubishi Electric, which integrated features from its own
wireless personal digital assistant (PDA) and cellular radio technologies. It featured a liquid-crystal
display (LCD) and PC Card support.[20] The Simon was commercially unsuccessful, particularly due
to its bulky form factor and limited battery life, using NiCad batteries rather than the nickel–metal
hydride batteries commonly used in mobile phones in the 1990s, or lithium-ion batteries used in
modern smartphones.
1.2 ABOUT THE ORGANIZATION

Xiaomi Corporation was founded in April 2010 and listed on the Main Board of the Hong Kong Stock
Exchange on July 9, 2018 (1810.HK). Xiaomi is a consumer electronics and smart manufacturing
company with smartphones and smart hardware connected by an IoT platform at its core. Embracing
our vision of “Make friends with users and be the coolest company in the users’ hearts”, Xiaomi
continuously pursues innovations, high-quality user experience and operational efficiency.The
company relentlessly builds amazing products with honest prices to let everyone in the world enjoy a
better life through innovative technology. Xiaomi is one of the world's leading smartphone companies.
The company’s market share in terms of smartphone shipments ranked no.2 globally in the second
quarter of 2021.The company has also established the world’s leading consumer platform, with 374.5
million smart devices connected to its platform (excluding smartphones and laptops) as of June 30,
2021, excluding smartphones and laptops. Xiaomi products are present in more than 100 countries and
regions around the world.In August 2021, the company made the Fortune Global 500 list for the third
time, ranking 338th, up 84 places compared to 2020.Xiaomi is a constituent of the Hang Seng Index,
Hang Seng China Enterprises Index, Hang Seng TECH Index and Hang Seng China 50 Index.

Xiaomi makes and invests in smartphones, mobile apps, laptops, home appliances, bags, shoes, con-
sumer electronics, and many other products. Xiaomi is also the fourth company globally after Apple,
XIAOMI and Huawei to have self-developed mobile system-on-chip (SoC) capabilities.Xiaomi re-
leased its first smartphone in August 2011 and rapidly gained market share in China to become the
country's largest smartphone company in 2014.At the start of second quarter of 2018, Xiaomi was the
world's fourth-largest smartphone manufacturer, leading in both the largest market, China, and the
second-largest
market, India. Xiaomi later developed a wider range of consumer electronics, including a smart home
(IoT) product ecosystem, which has connected more than 100 million smart devices and appliances.
Monthly active users (MAUs) of MIUI increased to 291.6 million users in September 2019.Xiaomi has
18,170 employees worldwide. It has expanded to other markets including Greater China, Singapore, Ja-
pan, South Korea, Russia, South Africa and most countries and regions in Southeast Asia and Europe.
According to Forbes, Lei Jun, the founder and CEO, has an estimated net worth of 12.5 billion IN-
R.Xiaomi is the world's 4th most valuable technology start-up after receiving INR 84,435,120,000fund-
ing from investors, making Xiaomi's valuation more than US$46 billion. Ranked 468th, Xiaomi is the
youngest company on Fortune Global 500 list for 2019. In 2019, Xiaomi's mobile phone shipments
reached 125 million units, ranking fourth globally since 2018. The company has been listed on the
Hong Kong Stock Exchange since 2018.

POCO is a sub-brand owned by the Chinese electronics company Xiaomi Corporation. It was first an-
nounced in August 2018 as a mid-range smartphone line, and became a separate sub-brand of Xiaomi
in 17 January 2020 with entry-level and mid-range devices, while Xiaomi itself produces upper-range
and flagship Mi phones. POCO phones use the Xiaomi MIUI user interface on top of Android. In Q4 of
2018, the POCO F1 reportedly become the bestselling smartphone sold online in India, beating compet-
ition such as the OnePlus 6. The Poco phone was sometimes referred to as the flag ship killer for offer-
ing high-end specifications at an affordable price. The first POCO phone was released in 2018 in India
on Xiaomi's website. It instantly became a bestseller with 700,000 units sold until 6 December 2018,
becoming the bestselling smartphone sold online in India.Xiaomi also keeps its prices low or close to
its manufacturing costs by keeping most of its products in the market longer, eighteen months rather
than the six-month norm followed by many companies. Xiaomi said they sell their phones close to cost
and intends to make profit on services. The company's version of the Android operating system and
MIUI skin, with its design, app marketplace, and functionalities, has established a community of users
who form a crucial part of Xiaomi's customer base and contribute to the company's 2drive for market
awareness. This ecosystem is a massive source of revenue as indicated in 2015, when sales from the
platform reached INR.57,56,94,000.
The company focuses on India, the world's second-largest smartphone market. Xiaomi announced on 2
May 2018, the launch of Mi Music and Mi Video to offer "value-added internet services" in India. On
22 March 2017, Xiaomi announced that it planned to set up a second manufacturing unit in India in
partnership with contract manufacturer Foxconn. On 7 August 2018, Xiaomi announced on its blog that
Holi tech Technology Co. Ltd., Xiaomi's top supplier, would invest up to (INR.15,35,18,40,000)over
the next three years to set up a major new plant in India. Entrepreneurship In December 2009, 40-year-
old Lei Jun decided to become an entrepreneur again and immediately began looking for partners. He
found six, whose former positions had been vice president at the Google China Research Institute,
senior product manager at Google (China), development commissioner at the Microsoft China Re-
search Institute, design commissioner at Kingsoft, dean of the Industrial Design Faculty at Beijing Uni-
versity of Technology, and senior commissioner at the Motorola Beijing Research and Development
Centre.

Among them, some were Lei Jun’s subordinates who responded immediately after just one call from
him, while others made him wait several days before a final decision despite Lei having spent over 12
hours to try and persuade them. The first product these people developed was a smartphone open plat-
form based on Android. The result was the birth of the MIUI smartphone operating system. Its develop-
ment philosophy highlights the minimalist aesthetic: refining the essence, focusing on content and
achieving the ideal situation. Let Jun formally established Xiaomi in April 2010. Part of the company’s
name, “xiao,” is a humble word meaning small in Chinese. “Mi” stands for mobile internet in English.
Xiaomi’s logo is also a modification of MI The Xiaomi Smartphone Lei Jun wanted to produce a
smartphone, but almost no one in the industry was supportive, given that Apple and XIAOMI occupied
the world market due to their overwhelming superiority and would not tolerate any challenge. How-
ever, Lei Jun said, “Xiaomi is a dreamer. Whether you think it is sick or not, I want just to do it.”3)
Needless to say, no matter how strong his willpower, the man would be a Don Quixote tilting at wind-
mills if he was unable to do it. Apple plans and designs its smartphones, but manufacturing is out-
sourced to Taiwanese manufacturers on an OEM basis. Xiaomi also tried to adopt the same business
model, but no manufacturer was interested in accepting orders from Xiaomi, because they had never
heard of the company. Smartphone production is very specialized, and having accepted to take on pro-
duction, a manufacturer would have to spend money to purchase the necessary equipment. So, unless
the order is large, it is difficult to recoup the expense.

Xiaomi procured parts the same way as Apple. For example, Apple purchased LCD panels from Sharp,
and so did Xiaomi. After the earthquake of March 11, 2011, many foreign customers left Japan, but Lei
Jun went there with his procurement staff and signed a supply contract with Sharp. That contract was
one reason why Sharp was able to improve its performance, as mentioned earlier in this paper. But
even though Xiaomi had been able to find the same suppliers and plants to produce smart-7phones, due
to lack of brand name, they have little presence in sales. This was not the result that Xiaomi had expec-
ted. Lei Jun’s goal was to develop a product with the same quality as Apple at less than half the price,
that is, a high-quality, low-priced smartphone At the same time as it was developing suppliers and
OEM manufacturers, Xiaomi developed “Mi Chat,” an SNS tool for smartphones. Thus, the developers
can always open their ideas and asked users to assess whether the product was good or not. Users un-
derstood the developers’ intentions and responded with a variety of comments and suggestions. As a
result, Xiaomi
already had 500,000 fans before the birth of its smartphone. In addition, Lei Jun not only started a blog
initially but also re-quired each employee to transmit information outside the company through social
networks, and acquired 10 million members that way4). These members were called “Mi Fans,” and
they later be-came the first users of the Xiaomi Smartphone.

In September 2011, Xiaomi began selling its M1 smartphone at 1,999 yuan (RS.2,4501) and sold
300,000 units within 34 hours. All was surprised at the price, because Apple smartphones sold for more
than 5,000 yuan (RS.6,1330), which was expensive for most Chinese consumers. Could Xiaomi gain
profit at this selling price? The answer is no. Lei Jun knew this but still chose to compete on price.
After some research, I discovered why he did this. First, because a new entrant has no brand power, if
the functions of the product are the same, price will be the only factor that will attract customers. But
it’s not enough to be only 5 percent or 10 per-cent cheaper than the competition, so Xiaomi sim-ply
priced its product at less than half the price of a comparable Apple product. Many rebellious people
will accept the price. Even if the product sells at a loss at the beginning, if more units are sold the cost
will drop, and once the breakeven point is reached, the company can turn a profit. In other words,
Xiaomi’s breakeven point was high, but it could achieve the same effect by accelerating the pace of
sales. A second reason was that Xiaomi derived profits from hardware as well as from software. Apple
turned a high profit because they kept the cost of the hardware as low as possible. By contrast,
Xiaomi’s competitive strategy was to earn profits not only from hardware but too from software and
services.

In order to achieve this competitive strategy, Xiaomi made operating system upgrades available for free
to users. Up to January 19, 2015, this service had continued for 220 weeks. Moreover, Xiaomi de-
veloped a new bracelet with a variety of functions such as pedometer, calorie counter, alarm clock,
caller ID, and others. In May 2012, Xiaomi started sales of the “Xiaomi Youth Version” for college
students.150,000 units of this smartphone sold out in just 10 minutes and 52 seconds, meaning that an
average of 230 units were sold per second. In October 2012, Xiaomi began selling M2, a new version
of its smartphone. The first batch of 50,000 units sold out in 2 minutes and 51 seconds. The second
batch of 100,000 units, released for sale the next month, also sold out in 2 minutes and 29 seconds. In
October 2013, Xiaomi launched its M3 phone. Although this model featured upgraded main compon-
ents, the price stayed at 19,200 INR.

For example, the CPU was NVIDIA’s Tegra4, the display panel was Sharp or LG’s 5-inch 1080P, the
camera was Sony’s 1300-pixel camera, and the battery was made by XIAOMI, LG or Sony. In other
words, the M3 was the most sophisticated smart-phone in the world. Lei Jun once commented about the
M3 that “I will always pursue the goal of making the fastest smartphone in the world. This is what I
have dreamed of since founding Xiaomi.”5) Today, Xiaomi is selling the latest version of its smart-
phone, the M4, for 1,999 yuan (24,602 INR), the price of the M3 model was reduced to 1,499 yuan
(INR.18,498). Compared to Apple smartphones, Xiaomi’s smartphone is very moderate, but even so,
many young people in China are unable to afford even 1,999 yuan. Thus, Xiaomi began selling the
Redmi smartphone to China Mobile customers in July 2013. Redmi has the basic functions of a smart-
phone, but the minimum price is 699 yuan (INR8,557). Thanks to Redmi, the population of smartphone
users has rapidly increased in China. Looking back, in only three years and four months from the
launch of M1 to the end of 2014, Xiaomi had sold a total of 87.41 million smartphone units, and sales
is growing rapidly.
Because Xiaomi is not yet listed on the stock market, detailed financial data is not available, although
some data for sales can be extracted from media. According to those reports, we know that sales of 500
million yuan to 74.3 billion yuan(INR, 8,97,11,90,04,000) was a 148-fold increase, and that sales of
smartphones from 400,000 units to 61.12 million units was a152 fold increase. In addition, IDC repor-
ted that Xiaomi jumped into the top three in worldwide smartphone shipments for the first time in the
third quarter of 2014. Compared to the same quarter of the previous year, XIAOMI shipments de-
creased by 8.2 percent, and Apple shipments were up by 16.1 per-cent. In contrast to this, Xiaomi
achieved an in-crease of 211.3 percent.

SOCIAL MEDIA

Increasing focus on global development and the expansive use of technology in marketing, advertising
and promotion have led to shifts in the way in which companies focus on consumers (Quelch & Jocz,
2008). Researchers have recognized that technology has become a major component in expanding
markets and have defined entire marketing strategies around global access to technology. At the same
time, advertising and promotion often focus on the psychological, emotional, and social factors
influencing consumer behaviors, elements that must be incorporated into technology-based marketing
(Quelch & Jocz, 2008). As a result, even in the presence of global expansion and new technologies,
companies need to look at the four essential “Ps” of marketing: product, price, place, and promotion
(Quelch & Jocz, 2008).

impact of social media Rust, Moorman and Bhalla (2010) maintain that while many companies have
access to a variety of types of technologies that could enhance consumer interest, expand brand
recognition and improve overall marketing, many underuse technologies as a foundation for interacting
with customers. These researchers, though, seem to suggest that expanded use of information
technologies and social media are going to be the trends in the future (Rust, Moorman, & Bhalla,
2010). Rather than focusing on short-term advertising through technology, adept companies are
integrating social media mechanisms to enhance the relationship with consumers. Companies
frequently focus on three of the most widely used social media platforms for use in product marketing
and branding: Facebook, YouTube and Twitter (Muntinga, Moorman, & Smit, 2011; Shi, Rui, &
Whinston, 2014). More than any time in the past, companies are recognizing the value of the use of
methods to engage consumers in a way that continually reintroduces the product, increases the appeal
of products, or identifies social components to product experiences. Social media websites have
become the center of information distribution on products, including the introduction of new product
lines, the creation of brand awareness, and methods to shape consumer behavior (Muntinga, Moorman
& Smit, 2011). Social media provides the unique opportunity to use word-of-mouth marketing to a
widespread audience, supporting consumer-to-consumer communications and advancing brand
awareness through a large-scale social network

Social media can be defined as “consumer-generated media that covers a wide variety of new sources
of online information, created and used by consumers intent on sharing information with others
regarding any topic of interest” (Kohli, Suri, & Kapoor, 2014). “According to eMarketer (2013), nearly
one in four people worldwide use social network sites – a number of about 1.73 billion people. By
2017, the global social network audience is estimated to be around 2.55 billion people. When assessing
social media as a marketing tool, most researchers include both mobile and web-based technologies
that focus on ways that users “share, co-create, discuss and modify user-generated content. This is
considered by most to be a paradigmatic shift in the way companies market their products, because
companies are relying on consumers more than ever before to direct their marketing process and create
the discourse around branding.

1.4Scope of the research

Taking the objectives of the research into account, conducting the study from the viewpoint of the
consumer would be the ideal approach. The researcher conducts this study to help consumers identify
reasons regarding how social media changed their buying decisions. The main purpose of marketing is
about analysing the needs of the consumer therefore the data collected through the questionnaire is
from the consumer’s point of view so that new insights can be determined. The research also aims to
help potential readers understand the importance of social media websites/apps in the consumer
decision-making process. The research focuses on the behavior of end consumers.

1.5 OBJECTIVES OF THE STUDY

o To determine the factors in social media which influence the consumer to make
purchasing decisions.

o To find why and how social media has an impact on the consumer decisons process.

o To determine the consumer's brand preference.

o To find how age factor affect consumer's buying behavior.

o To find how educational factor affect consumer's purchsing decisions.

1.6 IMPORTANCE OF STUDY

By understanding how buyers think, feel and decide, businesses can determine how best to market their
products and services. This helps marketers predict how their customers will act, which aids in
marketing existing products and services. It also enables innovative businesses to identify new
opportunities before others do.

One way that marketers look at consumer behavior is by analyzing demographics. Knowing statistics
such as age, income and education level can help predict behavior. Understanding buyers can help
marketers connect with them and influence their behavior.

1.7 LIMITATIONS OF STUDY

The limitation in this research is the survey taken from the Respondents are totally upon personal
opinion whereas actual fact cannot be determined.
 CHAPTER – 2

2.1 REVIEW OF LITERATURE

1. Duangruthai Voramontri and Leslie Klieb (September 3, 2019)

The goal of this paper is to research empirically the role of social media in consumers' decision-making
process for complex purchases - those characterised by significant brand differences, high consumer
involvement and risk, and which are expensive and infrequent. The model uses the information search,
alternative evaluation, and purchase decision stages from the classical EBM model. A quantitative
survey investigates up to what degree experiences are altered by the use of social media. 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. The research was done among
internet-savvy consumers in South-East Asia, and only considered purchases that were actually made
by consumers, not including searches that were abandoned.

2.Abaid Ullah,, ZafaraJiangnan , Qiua YingLia , Jingguo Wangb (July 2 , 2019)

Social commerce has altered the consumption experience due to various interactive factors. Growing
evidence stated that users are prone to buy impulsively in such an environment. Prior studies were
limited to demonstrate the emerging role of social media celebrities and embedded social interaction in
the context of impulse buying though users encounter them concurrently and frequently while
browsing. Hence, this study investigated the influence of celebrities' post authenticity, sentiment
polarity, observational learning, and impulse buying tendency following the latent state-trait theory. We
have used the data of 452 Pakistani Respondents to empirically investigate the research model
collected via an online questionnaire from celebrities' community on Facebook. This study employed
partial least squares structural equation modeling (PLS-SEM) and fuzzy set qualitative comparative
analysis (fsQCA) to analyze data. The findings revealed that proposed constructs significantly
influence the urge to buy impulsively. Further, impulse buying tendency moderates all relationships
except negative sentiments. Unexpectedly, the moderation effects of celebrities’ authenticity are
insignificant. Furthermore, fsQCA results show the robustness of constructs towards urge to buy
impulsively. The theoretical and managerial implications with limitations are provided in the paper.

3.Syed Sardar Muhammad, Bidit Lal Dey & Vishanth Weerakkody (15 October, 2017)

Big data has been discussed extensively in existing scholarly works but scant consideration is given to
customers’ willingness to generate and leave big data digital footprints on social media, especially in
the light of the profusely debated issue of privacy and security. The current paper endeavours to address
this gap in the literature by developing a conceptual framework. In doing so, this paper conducts a
systematic review of extant literature from 2002 to 2017 to identify and analyse the underlying factors
that influence customers’ willingness to leave digital footprints on social media. The findings of this
review reveal that personal behaviour (intrinsic psychological dispositions), technological factors
(relative advantage and convenience), social influence (social interaction, social ties and social support)
and privacy and security (risk, control and trust) are the key factors that influence customers’
willingness to generate and leave big data digital footprints on social media.

4.Hatice Kizgin, Ahmad Jamal, Bidit Lal Dey ,Nripendra P. Rana (18 december, 2018)

Social media has emerged as a significant and effective means of assisting and endorsing activities and
communications among peers, consumers and organizations that outdo the restrictions of time and
space. While the previous studies acknowledge the role of agents of culture change, it largely remains
silent on the role of social media in influencing acculturation outcomes and consumption choices. This
study uses self-administered questionnaire to collect data from 514 Turkish-Dutch Respondents and
examines how their use of social media affects their acculturation and consumption choices. This
research makes a significant contribution to consumer acculturation research by showing that social
media is a vital means of culture change and a driver of acculturation strategies and consumption
choices. This study is the first to investigate the role of social media as an agent of culture change in
terms of how it impacts acculturation and consumption. The paper discusses implications for theory
development and for practice.

5.Ali AbdallahAlalwan (6 October , 2018)

Social media is being increasingly used as a platform to conduct marketing and advertising activities.
Organizations have spent a lot of time, money, and resources on social media ads. However, there is
always a challenge in how organizations can design social media advertising to successfully attract
customers and motivate them to purchase their brands. Thus, this study aims to identify and test the
main factors related to social media advertising that could predict purchase intention. The conceptual
model was proposed based on three factors from the extending Unified Theory of Acceptance and Use
of Technology (UTAUT2) (performance expectancy, hedonic motivation, and habit) along with
interactivity, informativeness, and perceived relevance. The data was collected using a questionnaire
survey of 437 participants. The key results of structural equation modelling (SEM) largely supported
the current model’s validity and the significant impact of performance expectancy, hedonic motivation,
interactivity, informativeness, and perceived relevance on purchase intentions. This study will
hopefully provide a number of theoretical and practical guidelines on how marketers can effectively
plan and implement their ads over social media platforms.
6.MuhammadNaeem (17 January , 2019)

There is inadequate understanding of how social media can shape fear and consumer responses in the
manner of consumer panic buying while Covid-19 is spreading across the world. Through taking a
social constructionism position this research focused on what people think and feel at an individual and
collective level on the role of social media to create panic behaviour. Data have been collected from
thirty-four consumers who have minimum one active social media account. These participants are
contacted through telephonic interview due to maintaining the social distancing. Findings reveal that
uncertainties and insecurities proof, buying as persuasion, product unavailability proof, authorities'
communication, global logic, and expert opinion are some of the causes on social media platforms that
developed the situation of consumer panic buying during Covid-19 crises. Furthermore, the
unprecedented level of real-time information on Covid-19 at users' fingertips can give them the tools
they need to make smart decisions, but also make them more anxious about what is to come; experts
say that may lead to panic buying or stockpiling of products. The study has tried to develop
understanding about how social media generates social proof and offers a window into people's
collective response to the coronavirus outbreak and shapes panic buying reaction. The study has
provided a consumer panic buying theory based on the results of this study and on existing theories,
such as global capitalism/information society risk society, social influence, and social proof. These
theories help to understand how global logic is built due to the use of social media and how different
social proofs are generated which developed the behaviour of consumer panic buying due to Covid-19
pandemic.
7.Reham Shawky Ebrahim (December 26 , 2019)

In this era, social media platform is integrated into the marketing strategy. This new technology sets out
new mechanisms and communication tools that companies can rely on to interact and engage with
actual and potential customers. This study aimed at exploring the impact of social media marketing
activities (SMM) on brand loyalty via brand trust and brand equity. Based on an online survey of 287
users who follow telecommunications companies on social media located in Egypt, data was collected
and analyzed using structural equation modeling. The results revealed that SMM activities comprise
only three dimensions; trendiness, customization and word-of-mouth. These attributes of social media
marketing directly influence brand loyalty and indirectly influence brand equity mediated by brand
trust. The study emphasis the role of trust and provide guidance toward measuring the effectiveness of
social media marketing.

8.Jill Nash (8 November 2018)

The purpose of this paper is to explore the levels social media (SM) platforms are influencing
consumer decision-making process for Generation X and Y consumers in the retail fashion
environment.This study adopts an interpretive, exploratory approach, applying a qualitative design. The
research involved eight in-depth interviews and two focus groups in order to gain in-depth insights of
two generational cohorts opinions, arguments, motivations and ideas.Prior to consumers’ making any
decisions they are impacted by various stimuli, however, with the proliferation of active users on SM,
the influence these platforms unconsciously have on consumer behaviour is vast.
9.Wondwesen Tafesse (10, December 2018)

The purpose of this study is to examine how firms implement social media systematically to drive
strategic marketing actions. To this end, the study conceptualises social media implementation as a
multidimensional, organisational construct composed of social media strategy, active presence,
customer engagement initiatives and social media analytics. Using primary data, the study
operationalises the social media implementation construct and tests its effect on firm performance
isolated into social media performance and marketing performance. The results indicate that all except
the active presence dimension of social media implementation are positively related to social media
performance. The results further indicate that social media performance is positively related to
marketing performance. The study contributes to the literature by offering a novel conceptualisation
and empirical validation of the social media implementation construct.

10.Kawaljeet Kaur Kapoor, Kuttimani Tamilmani (06 November 2018)

Social media comprises communication websites that facilitate relationship forming between users
from diverse backgrounds, resulting in a rich social structure. User generated content encourages
inquiry and decision-making. Given the relevance of social media to various stakeholders, it has
received significant attention from researchers of various fields, including information systems. There
exists no comprehensive review that integrates and synthesises the findings of literature on social
media. This study discusses the findings of 132 papers (in selected IS journals) on social media and
social networking published between 1997 and 2017. Most papers reviewed here examine the
behavioural side of social media, investigate the aspect of reviews and recommendations, and study its
integration for organizational purposes. Furthermore, many studies have investigated the viability of
online communities/social media as a marketing medium, while others have explored various aspects of
social media, including the risks associated with its use, the value that it creates, and the negative
stigma attached to it within workplaces. The use of social media for information sharing during critical
events as well as for seeking and/or rendering help has also been investigated in prior research. Other
contexts include political and public administration, and the comparison between traditional and social
media. Overall, our study identifies multiple emergent themes in the existing corpus, thereby furthering
our understanding of advances in social media research. The integrated view of the extant literature that
our study presents can help avoid duplication by future researchers, whilst offering fruitful lines of
enquiry to help shape research for this emerging field.

11.Jaffar Abbas ,ORCID,Jaffar Aman ORCID,Mohammad Nurunnabi,RCID andShaher Bano (9

February 2019)

In today’s world, social media is playing an indispensable role on the learning behavior of university
students to achieve sustainable education. The impact of social media on sustainable education is
becoming an essential and impelling factor. The world has become a global village and technology use
has made it a smaller world through social media and how it is changing instruction. This original study
is amongst the few to perform a focalized investigation on revealing the relationship between positive
and negative characteristics of social media and the learning attitude of university students for
sustainable education. However, this study aims to examine the constructive and adverse factors that
impact on students’ minds and how these helped students to share positive and negative aspects with
others. It is increasingly noticeable that social networking sites and their applications present enormous
benefits for as well as risks to university students and their implications on students’ psychological
adjustment or learning behaviors are not well understood.Researchers distributed 1013 questionnaires
among the targeted sample of university students with an age range of 16 to 35 years, and they
collected 831 complete/valid responses. This study applied the social gratification theory to examine
students’ behavior practicing social media usage. This study specifically identified 18 adversarial and
constructive factors of social media from the previous literature. The findings revealed that the usage of
social media in Pakistan has a negative influence on a student’s behavior as compared to positive
aspects. Results may not be generalized to the entire student community as findings are specific to the
specific Respondents only. This study presents a relationship between antithetical and creative
characteristics of social media and exhibits avenues for future studies by facilitating a better
understanding of web-based social network.

12.ChiaraAncillai , HarriTerho , SilvioCardinali , FedericaPascuccia (2,October 2019)

Business markets are facing major changes due to an increasing digitalization trend and consequent
changes in buying behaviors. Practitioners and academics alike have started to emphasize social selling
as a novel way to tackle these emerging opportunities and challenges at the sales force level. Since
research in this area remains embryonic and fragmented, we adopt a discovery-oriented research
approach and conceptualize social selling and its key facets based on a systematic literature review and
a field study involving thought leading social selling professionals. The findings indicate a need to
extend the research focus from social media usage into a concept which comprehends social selling as a
broader application of digital marketing principles at the individual salesperson level. Social selling
leverages social and digital channels for understanding, connecting with, and engaging influencers,
prospects and existing customers at relevant customer purchasing journey touchpoints for building
valuable business relationships. We relate the construct to other close selling approaches and explicate
its organizational strategy components as well as performance outcomes. The findings advance current
understanding of the role of sales in contemporary business markets and have implications for sales and
marketing theory and practice.
13.Julian M. Müller Benjamin Pommeranz Julia Weisser Kai-Ingo Voigt (13, August 2018)

This study investigates the necessity of customer segmentation in industrial buying regarding Digital,
Social Media, and Mobile Marketing (DSMM) from the perspective of a German sensor supplier. First,
we conduct a systematic literature review, extracting 37 articles in which our team of researchers
jointly with a team of sales representatives of the supplier identify five changes in information behavior
associated to customer segmentation: Increasing requirements for information, increasing number of
sources, increasing information demands regarding data security and use of mobile devices as well as
social media in industrial buying. Thereupon, we address the research question with an empirical study.
Our sample includes 139 industrial enterprises from Poland and Germany, which purchase sensor
technology from a common German supplier. We test the impact of the buying frequency, the function
of the person buying, the industry sector and the country of origin on the perception of the five
developments identified in our literature review related to DSMM. Based on these findings, we derive
strategies for customer segmentation associated to DSMM in industrial buying.

14.Shantanu Prasad, Arushi Garg, Saroj Prasad (21, March , 2019)

The purpose of this paper is to propose the concept of conviction in online environment. It examines
the vital role of conviction and firm’s brand reputation while understanding the impact of social media
usage and electronic word-of-mouth (EWOM) on purchase decisions of Generation Y.Literature review
resulted in six constructs – social media usage, EWOM, conviction, firm’s brand reputation and
purchase intention and customer loyalty. The authors adopted the concept of conviction from another
field of enquiry (organizational learning), conducted a qualitative study and an e-mail survey with post-
graduate management students (Generation Y) of a university to examine the impact of social media
and EWOM on customer purchase decision. Data were collected and analyzed with the help of
structural equation modeling.Results indicated that impact of social media usage and EWOM on
purchase decision is mediated by conviction. Firm’s reputation as brand (perceived by the customer)
moderates the relationship between EWOM and purchase intention in a manner that this relationship is
significantly stronger if there is more positive brand reputation.

15. Jurnal Analis Kesehatan (04 , November , 2020)

Abstract. Technology gives consumer the power to investigate products to label them and criticize them
in equal measure, and more. Therefore many companies today have pages on social networks to
complement the information held about products, held by the feedback of consumers about products
and tend to relate more to a company after reading various reviews. The paper is related to the impact
of social media on consumer behavior, therefore it has been made a quantitative research. The sample
counted 116 Respondents and from the statistical perspective, the conclusions were established in
terms of the univariate and bivariate analysis. Following the analysis of the research variables we can
make a consumer profile that uses social networks. Likewise, after doing the complex statistical
analysis using SPSS and the analysis offered by the online platform the host of questionnaire, it can be
seen how much it is influenced and the real impact of social media reflected in the behavior changes.

16.Elisa Arrigo ( 3 , April , 2018)

Digital technologies and social media have improved the connectivity and collaboration between firms
and customers in all sectors. However, in the luxury sector, the approach to social media and digital
technologies has been slower than in other industries. The purpose of this paper is to review the
academic literature on social media marketing in luxury brands to highlight the current state of the art,
the addressed key research themes and the implications for management research and practice.A
systematic literature review of academic research on social media marketing has been conducted to
gather, examine and synthetize studies related to luxury brands. By following a review protocol based
on both automatic and manual search on the Scopus database, all relevant studies on luxury brands
were identified and analyzed.Academic literature about social media marketing activities in luxury
firms is very limited and existing studies focus only on certain aspects, contexts or single cases. In
contrast, the value of this study, for both academics and practitioners, lies in providing, for the first
time, a comprehensive and critical systematization of social media marketing academic literature in the

field of luxury brands.

17. Chen Lou , Shupei Yuan ( 30 , October , 2018 )

In the past few years, expenditure on influencer marketing has grown exponentially. The present study
involves preliminary research to understand the mechanism by which influencer marketing affects
consumers via social media. It proposes an integrated model—the social media influencer value model
—to account for the roles of advertising value and source credibility. To test this model, we
administered an online survey among social media users who followed at least one influencer. Partial
least squares (PLS) path modeling results show that the informative value of influencer-generated
content, influencer’s trustworthiness, attractiveness, and similarity to the followers positively affect
followers’ trust in influencers’ branded posts, which subsequently influence brand awareness and
purchase intentions. Theoretical and practical implications are discussed.

18. M. Bala , D. Verma (14 , April , 2020)

This paper offers views on some current and future trends in marketing. The content is based on recent
literature and on what is happening in the business world. The paper is based on secondary data. The
paper is based on extant literature and internet sources. The various articles, researches, reports,
newspapers, magazines, various websites and the information on internet have been studied. We
experience a radical change in India towards the digitalization. The consumer are looking and searching
more on internet to find the best deal form the sellers around India as compared to traditional or
conventional methods. In this study, we acknowledged that businesses can really benefit from Digital
Marketing such as search engine optimization (SEO), search engine marketing (SEM), content
marketing, influencer marketing, content automation, e-commerce marketing, campaign marketing, and
social media marketing, social media optimization, e-mail direct marketing, display advertising, e–
books, optical disks and games and are becoming more and more common in our advancing
technology. It is demonstrated that we all are connected through whatsapp and facebook and the
increasing use of social media is creating new opportunities for digital marketers to attract the
customers through digital platform. Awareness of consumer’s motives is important because it provides
a deeper understanding of what influences users to create content about a brand or store. Digital
marketing is cost effective and having a great commercial impact on the business. Based on this study,
it can further be argued that knowing which social media sites a company’s target market utilizes is
another key factor in guaranteeing that online marketing will be successful. The effectiveness of
Internet marketing with respect to different business can be analyzed. The study can further be
extended to compare the internet marketing techniques with specific to various businesses.

19. Man Lai Cheung, Guilherme Pires, Philip J. Rosenberger (1, April , 2020)

This paper investigates the impact of social-media marketing elements, namely entertainment,
customization, interaction, electronic word-of-mouth (EWOM) and trendiness, on consumer–brand
engagement and brand knowledge. Using an online survey, the study collects data in Hong Kong from
214 experienced social-media users, as indicated by their consumption of a durable technology product,
a smartphone. We used partial least squares structural equation modelling (PLS–SEM) to test the links
between social-media marketing elements, consumer–brand engagement and brand knowledge.Having
cross-sectional nature, the study focuses on one single product, smartphones, at one location, Hong
Kong. Future research may enhance the generalisability of the findings by replication in other countries
with diverse cultures, such as countries in Latin America and Africa and examine other industries and
other products, such as the service sector and convenience products with a low involvement level. The
various articles, researches, reports, newspapers, magazines, various websites and the information on
internet have been studied. We experience a radical change in India towards the digitalization.

20. DanielNunan , GeorgeChristodoulides ( 16 , November , 2018 )

Employing an outside-in strategic perspective, we address an under-researched question in the extant

marketing literature: How and when do firms, by virtue of their outside-in marketing capability,
manage to achieve superior performance? We find that outside-in marketing capability leads to superior
firm performance via its impact on inside-out marketing capability and strategic flexibility. Outside-in
marketing capability provides a basis for the firm to update its inside-out marketing capability and to
flexibly allocate resources leading to a performance advantage. Our results suggest that modeling
outside-in marketing capability along with inside-out marketing capability and strategic flexibility
provides a more accurate picture of firm performance outcomes and enhances the efficacy of marketing
capability logic with respect to firm performance. x, increasing outside-in marketing capability can
have counter-productive impact on firm performance. This interaction between outside-in marketing
capability and human capital shows that both factors work together to achieve superior firm
performance. The results suggest that firms stand to gain more from outside-in marketing capability by
devoting resources to developing leadership skills and nurturing employee proactivity. We conclude the
article by discussing the implication of this research for theory and practice, highlighting the limitations
and offering future research directions.
 CHAPTER - 3

RESEARCH METHODOLOGY

3.1 RESEARCH METHODOLOGY

 Research is the foundation of knowledge for the purpose of knowledge and an important source
for providing guidelines or norms for solving different social, business, or government prob-
lems. It is a variety of formal training which enables us to understand the new developments in
one’s field in an efficient way.
  Research is a process through which an individual or the researcher helps to search the definite
or useful information from the number of Respondents to evaluate or solve the problem related
questions. In fact, research is an art of scientific investigation or technique.

 In other words, some people say that research is a systematized effort to gain knowledge and it
is a process of collecting, evaluating, and interpreting information to answer the questions.

3.2 RESEARCH DESIGN

 The research design is Descriptive studies. Descriptive studies are well structured, they tend to
be rigid and its approach cannot be changed every now and then.

Descriptive studies are undertaken in many circumstances:

 When the researcher is interested in knowing the characteristics of certain groups such as age,
profession.
  When the researcher is interested in knowing the proportion of people in given attention who
have behaved in a particular manner, making, projection of certain things.

 I have taken descriptive because my research includes the knowing the impact of social media
on consumer buying behavior towards MI brand. I have analyzed how people of various age
groups respond to different questionnaire or their perception towards MI smartphone . Also my
survey is related to MI smartphone users.

3.3 SAMPLE DESIGN

 Sampling is a process of selecting a sufficient number of elements from the population

so that a study of the sample and an understanding of its properties or characteristics
would make it possible for us to generalize properties or characteristics to the popula-
tion elements.

 Sample design is to clearly define set of objects, technically called the universe to be
studied. The sampling design used in this probability sampling. Sample technique used
is simple random sampling
3.4 POPULATION SIZE

Population for this research is set as customer who are using MI smartphone. Population for
this study is 400 consumer.

3.5 SAMPLE SIZE

Simple random sampling data were collected from 80 Respondents. A simple random sample is a
subset of a statistical population in which each member of the subset has an equal probability of being
chosen.

3.6 DATA COLLECTION

Collection of data include both primary and secondary data. Data collection used for this research
is primary data.

Primary Data:

Primary data is collected through observation, direct communication, with respondent and finally
by distributing questionnaire to the respondent using simple random sampling technique.
 Secondary data:

Secondary data refers to data that is collected by someone other than the primary user.

3.7 STASTICAL TOOLS

The main statistical tools used for the collection and analyses of data in this project are:

 Bar Diagrams
 Simple percentage method

1. Bar Diagrams:

Bar charts are typically used to display variables on a nominal or ordinal scale. Bar chart
area very popular form of information graphics often used in research articles, scientifi-
creports, textbooks, and popular media to visually display relationships and trends in data.
 2. Simple percentage method:

Simple percentage analysis refers to a ratio. With the help of absolute figures it will be dif-
ficult to interpret any meaning from the collected data, but when percentages are found out
then it becomes easy to find the relative difference between two or more attributes.Percent-
age equal to No. of respondent divided by Total number of Respondents Multiple by 100.

CHAPTER- 4

DATA ANALYSIS AND INTERPRETATION

4.1 SIMPLE PRECENTAGE METHOD:

TABLE.4.1.1

Qualification of the Respondents

Frequenc Valid Cumulative
y Percent Percent Percent
Valid Schooling 20 25.0 25.0 25.0
UnderGraduate 52 65.0 65.0 90.0
 PostGraduate 6 7.5 7.5 97.5
Above the 2 2.5 2.5 100.0
mentioned
Total 80 100.0 100.0

INTERPRETATION:

Table and chart represent the educational qualification of the Respondents. 25% of Respondents
are in schooling and 65% Respondents are undergraduate which is higher than others. Post graduate
and above the given are 7.5 and 2.5 respectively.
 TABLE.4.1.2

Age of the Respondents

Frequenc Valid Cumulative
y Percent Percent Percent
Valid Less than 46 57.5 57.5 57.5
18
Less than 16 20.0 20.0 77.5
28
Less than 14 17.5 17.5 95.0
38
More than 4 5.0 5.0 100.0
40
Total 80 100.0 100.0
INTERPRETATION:

Table and chart represent the age of the Respondents. 57.55% of Respondents are under 18 years
and 20% Respondents are less than 28 years old. 17.5% and 5% of Respondents are less than 38 years
old and more than 40 years old respectively.

TABLE 4.1.3

Gender of the Respondents

Frequenc Valid Cumulative
y Percent Percent Percent
Valid Male 54 67.5 67.5 67.5
Female 26 32.5 32.5 100.0
Total 80 100.0 100.0

INTERPRETATION:

Table and chart represent the gender of Respondents. Where 67.5% of male dominates the table
and 32.5% of female.

TABLE 4.1.4

Social media usage of Respondents

Frequenc Valid Cumulative
y Percent Percent Percent
Valid Yes 66 82.5 82.5 82.5
No 8 10.0 10.0 92.5
Rarely 2 2.5 2.5 95.0
Frequentl 4 5.0 5.0 100.0
y
Total 80 100.0 100.0
INTERPRETATION:

Table and chart represent the social media usage of the Respondents. 82.5% of Respondents are us-
ing social media whereas only 10% of Respondents aren’t using social media. In other hand 2.5% and
5% of people uses social media rarely and frequently.
TABLE.4.1.5

Social media usage purpose of the Respondents

Frequenc Valid Cumulative
y Percent Percent Percent
Valid Entertainme 14 17.5 17.5 17.5
nt
Education 50 62.5 62.5 80.0
Shopping 12 15.0 15.0 95.0
Business 4 5.0 5.0 100.0
Total 80 100.0 100.0
INTERPRETATION:

Table and chart represent the social media usage purpose of the Respondents. Majority of people
uses social media for educational purpose of 62.5% whereas business uses are least of 5% and
shopping and entertainment 15% and 17.5% respectively.

TABLE.4.1.6

Respondents type of social media usage

Frequenc Valid Cumulative

y Percent Percent Percent
Valid Facebook 4 5.0 5.0 5.0
Instagra 28 35.0 35.0 40.0
m
Twitter 2 2.5 2.5 42.5
Whatsap 46 57.5 57.5 100.0
p
Total 80 100.0 100.0
INTERPRETATION:

Table and chart represent the types of social media usage purpose by the Respondents. Whatsapp
is the most commonly used social media platform with 57.5% and Instagram is the second highest with
35.0%. twitter and facebook are least with 2.5% and 5% respectively by the Respondents.

TABLE.4.1.7

Respondents attention towards advertisement

Frequenc Valid Cumulative

y Percent Percent Percent
Valid Yes 60 75.0 75.0 75.0
No 6 7.5 7.5 82.5
Sometimes 14 17.5 17.5 100.0
Total 80 100.0 100.0

INTERPRETATION:
 Table and chart represent the Respondents attention towards the advertisement.75% of
Respondents are paying attention to the advertisement whereas 17.5% of Respondents pays attention
to the advertisement sometimes and 7.5% would never.

TABLE.4.1.8

Trust on social media for the Respondents

Frequenc Valid Cumulative

y Percent Percent Percent
Valid Yes 30 37.5 37.5 37.5
No 14 17.5 17.5 55.0
Only in certain 36 45.0 45.0 100.0
cases
Total 80 100.0 100.0
INTERPRETATION:

Table and chart represent the Respondents trust on social media. Majority of Respondents trust on
social media only in certain cases are 45% whereas 37.5% of Respondents are trusting social media
and 17.5% of Respondents aren’t trusting social media.

TABLE.4.1.9

Influence of social media on buying behaviour of

Respondents

Frequenc Valid Cumulative

y Percent Percent Percent
Valid Yes 54 67.5 67.5 67.5
No 10 12.5 12.5 80.0
Sometimes 16 20.0 20.0 100.0
Total 80 100.0 100.0

INTERPRETATION:
 Table and chart represent the influence of social media on buying behaviour of the
Respondents.67.6% of Respondents buying behaviour are influenced by social media and 20% of
Respondents are being influenced sometimes whereas 12.5% of people aren’t being influenced by
social media.

TABLE4.1.10

Preferred source of information for Respondents

Frequenc Valid Cumulative

y Percent Percent Percent
Valid Promotional E- 4 5.0 5.0 5.0
Mail
Social Media 42 52.5 52.5 57.5
In-Person 16 20.0 20.0 77.5
Advertisement 18 22.5 22.5 100.0
Total 80 100.0 100.0
INTERPRETATION:

Table and chart represent the preferred source of information for the Respondents. Social media is
the most preferred sources of social media with 52.5% and 22.5% through advertisement and 20% and
5% on advertisement and promotional E-Mail.

TABLE 4.1.11

Respondents purchase made by influence of social

media
Frequenc Valid Cumulative
y Percent Percent Percent
Valid Nil 6 7.5 7.5 7.5
Less than 5 58 72.5 72.5 80.0
Less than 10 12.5 12.5 92.5
10
More than 6 7.5 7.5 100.0
10
Total 80 100.0 100.0
INTERPRETATION:

Table and chart represent the purchase made by Respondents by the influence of social media.
72.5% of people made less than 5 purchases and 12.5% of Respondents made less than 10 purchases
whereas 7.5% of people made more than 10 purchases.

TABLE 4.1.12

Respondents outlook on help of social media during

purchase
Frequenc Valid Cumulative
y Percent Percent Percent
Valid Yes 62 77.5 77.5 77.5
No 6 7.5 7.5 85.0
Sometimes 12 15.0 15.0 100.0
Total 80 100.0 100.0

INTERPRETATION:
 Table and chart represent the Respondents outlook on help of social media during purchase.
77.5% of Respondents seek help of social media during purchase and 15% of people seek sometimes
whereas 7.5% of Respondents never seek help of social media.

TABLE 4.1.13

Respondents current using smartphone brand

Frequenc Valid Cumulative
y Percent Percent Percent
Valid MI 46 57.5 57.5 57.5
XIAOMI 18 22.5 22.5 80.0
Other 16 20.0 20.0 100.0
Total 80 100.0 100.0

INTERPRETATION:
 Table and chart represent the Respondents current smartphone brands. 57.5% of Respondents
using MI brand smartphone.22.5% and 20% of Respondents are using XIAOMI smartphone and other
brands.

TABLE 4.1.14

Daily smartphone usage duration of Respondents

Frequenc Valid Cumulative
y Percent Percent Percent
Valid Less than 3 8 10.0 10.0 10.0
hours
Less than 6 22 27.5 27.5 37.5
hours
Less than 9 38 47.5 47.5 85.0
hours
More than 9 12 15.0 15.0 100.0
hours
Total 80 100.0 100.0
INTERPRETATION:

Table and chart represent the Respondents daily smartphone usage duration. 47.5% of
Respondents uses smartphone less than 9 hours a day and 27.5% of Respondents are using less than 6
hours and 10% and 15% of Respondents are using smartphone less than 3 hours and more than 9 hours
respectively.

TABLE 4.1.15

Respondents purchase history

Frequenc Valid Cumulative
y Percent Percent Percent
Valid Yes 42 52.5 52.5 52.5
No 38 47.5 47.5 100.0
Total 80 100.0 100.0
INTERPRETATION:

Table and chart represent the Respondents purchase history on MI brand. 52.5% of people have
purchased and 47.5% of Respondents haven’t purchased then from MI brand.

TABLE 4.1.16

Preferred smartphone platform for the Respondents

Frequenc Valid Cumulative
y Percent Percent Percent
Valid IOS 12 15.0 15.0 15.0
Android 38 47.5 47.5 62.5
OS
Oxygen 30 37.5 37.5 100.0
OS
Total 80 100.0 100.0
INTERPRETATION:

Table and chart represent the Respondents preferred smartphone platform.47.5% of Respondents
are using Android OS whereas 37.5% Respondents prefer Oxygen OS and 15% of Respondents are
preferring IOS platform.

TABLE 4.1.17

Respondents opinion on MI smartphone

Performance

Frequenc Valid Cumulative

y Percent Percent Percent
Valid Excellen 67 83.8 83.8 83.8
t
Good 8 10.0 10.0 93.8
Average 5 6.3 6.3 100.0
Total 80 100.0 100.0

INTERPRETATION:
 Table and chart represent the Respondents opinion about Mi smartphone performance. 83.8% of
Respondents have excellent opinion whereas 10% and 6.5% of Respondents have good and average
opinion about performance.

TABLE 4.1.18

Respondents knowledge enhancement through

Social media

Frequenc Valid Cumulative

y Percent Percent Percent
Valid Yes 66 82.5 82.5 82.5
No 14 17.5 17.5 100.0
Total 80 100.0 100.0

INTERPRETATION:
 Table and chart represent the Respondents knowledge enhancement through the social media.
82.5% of Respondents responded with yes and 17.5% of Respondents responded as no.

TABLE 4.1.19

Respondents frequency of viewing purchase influencing

contents
Frequenc Valid Cumulative
y Percent Percent Percent
Valid Daily 38 47.5 47.5 47.5
1-2 times a week 26 32.5 32.5 80.0
3-4 times a week 14 17.5 17.5 97.5
Only when 2 2.5 2.5 100.0
required
Total 80 100.0 100.0

INTERPRETATION:

Table and chart represent Respondents frequency of viewing purchase influencing contents 47.5%
Respondents views daily and 32.5 Respondents view 1-2 times a week whereas 17.5% and 2.5% of
Respondents views the influencing contents 3-4 times a week and only when required respectively.

TABLE 4.1.20

Respondents frequency of store visit

Frequenc Valid Cumulative
y Percent Percent Percent
Valid 1-2 times a 6 7.5 7.5 7.5
month
Every 2 months 18 22.5 22.5 30.0
Every 4 months 32 40.0 40.0 70.0
Every 6 months 24 30.0 30.0 100.0
Total 80 100.0 100.0

INTERPRETATION:
 Table and chart represent the Respondents frequency of store visit. 40% and 30% of Respondents
visits store every 4 and 6 months. And 22.5% and 7.5% of Respondents visits store every 2 months and
1-2 times a month.

TABLE 4.1.21

Respondents reliability of social media

Frequenc Valid Cumulative

y Percent Percent Percent
Valid Alway 33 41.3 41.3 41.3
s
Mostl 23 28.7 28.7 70.0
y
Rarely 22 27.5 27.5 97.5
Never 2 2.5 2.5 100.0
Total 80 100.0 100.0
INTERPRETATION:

Table and chart represent the Respondents reliability of social media. 41.3% of people are always
rely on social media. 28.7% and 27.5% of Respondents rely mostly and rarely on social media
respectively and 2.5% of people never relies on social media.

TABLE 4.1.22

Location of the Respondents

Frequenc Valid Cumulative
y Percent Percent Percent
Valid City 12 15.0 15.0 15.0
Town 42 52.5 52.5 67.5
Villag 18 22.5 22.5 90.0
e
Rural 8 10.0 10.0 100.0
Total 80 100.0 100.0
INTERPRETATION:

Table and chart represent the Respondents locality. 52.5% of Respondents are in town. Whereas
22.5% and 15% are resided in village and city and 10% of Respondents are resided in rural area.

TABLE 4.1.23

Respondents satisfaction level on social media

purchases
Frequenc Valid Cumulative
y Percent Percent Percent
Valid High 46 57.5 57.5 57.5
Average 18 22.5 22.5 80.0
Moderate 12 15.0 15.0 95.0
Dissatisfie 4 5.0 5.0 100.0
d
Total 80 100.0 100.0
INTERPRETATION:

Table and chart represent the Respondent satisfaction level on social media purchases. 46% of
Respondent are highly satisfied whereas 22.5% and 15% of Respondents are averagely and moderately
satisfied. Lesser Respondent are dissatisfied with social media purchase 5%.

TABLE 4.1.24

Promotional E-Mail grabs the attention of Respondents

Frequenc Valid Cumulative

y Percent Percent Percent
Valid Yes 38 47.5 47.5 47.5
No 10 12.5 12.5 60.0
Sometimes 9 11.3 11.3 71.3
Rarely 23 28.7 28.7 100.0
Total 80 100.0 100.0

INTERPRETATION:
 Table and chart represent the Respondents attention towards promotional E-Mail. 47.5% of
Respondents pays attention to promotional emails. Whereas 12.5% and 11.3% of Respondents are not
attracted and attracted sometimes respectively. 28.7% of Respondents rarely pays attention to the
promotional emails.

TABLE 4.1.25

Respondents reliability of social media

Frequenc Valid Cumulative

y Percent Percent Percent
Valid Alway 33 41.3 41.3 41.3
s
Mostl 23 28.7 28.7 70.0
y
Rarely 22 27.5 27.5 97.5
Never 2 2.5 2.5 100.0
Total 80 100.0 100.0

INTERPRETATION:
 Table and chart represent the Respondents reliability on reviews. 41.3% of Respondents relies on
reviews and 2.5% of Respondents never relies on reviews whereas 27.5% of Respondents rely on
reviews sometimes whereas 28.7% of Respondents always rely on reviews before making a purchase
decision.

CHAPTER-5

SUMMARY OF FINDINGS, SUGGESTION AND CONCLUSION.

This chapter deals with summary of findings, suggestion for the improvement of services rendered by
MI to its Customers.

5.1 SUMMARY OF FINDINGS

 It is clear from the table and chart maximum 57.5% respondent age less than 18 using
MI product.

 It is understood from table and chart maximum Respondents are male and minimum
Respondents are female. 67.5% of male and 32.5% of female.

 Most of respondent are using MI smartphone. 57.5% user are using MI brand and 20%
user are not using MI brand.

 It is clearly understood that 47.5% of responds are using smartphone less than 9 hours
and more than 6 hours.
 It is clear from the table that 40% of Respondents visits retail store every 4 months.

 25% of respondents current educational level is schooling and 65% of respondents are
undergraduates whereas only 10%. Of respondennta are above the undergraduate level.

 It is clear from the table that 82% of respodents are using social media ,
hence 62% of respodnents uses social media for educational purposes.

 75% of respondents pays attention to the advertisements displayed in social

media where 35% of respondents uses instagram regularly.

 From the table it is clear that 67.5% of respondents are using MI smart-
phone and only 52% of the respondents have purchased smartphone from
MI retail store.

 67.5% of respondents having regular social media buying behavior

whereas only 37.5% of respondents trust social media.

 72.5% of respondents made a purchases through social media but only 52%
of respondents sourced ionformation from the social media.
5.2 SUGGESTIONS:

After study of the topic, by way of reviewing the literature, identifying the research gap, gather-
ing of the primary data from the sample respondent through the questionnaire.

 Few consumers are concerned with heating issues in MI smartphones. MI could make an aware-
ness campaign to wipeout negative conception from the consumers.

 Most of MI retail showroom doesn’t have service center attached. Whereas people in the rural
areas and villages are forced to travel next town for mobile servicing. Retail outlet along with
service center saves time and energy of the consumer.

 MI brand doesn’t have higher end smartphones which can competent with leading brands so
that it has an average quality perception among the consumer. Manufacturing smartphones
which can perform equally to the leading brands may give better and positive sight among the
consumers.

 Possession of mobile phones is high among the graduates and plus two holders. It is better for
the Xiaomi manufacturers to manufacture user friendly mobile phones in order to reach the
 people having primary level of education.

 If Xiaomi give more attention to after sales services and if the service centers should be able
to carry out fast repairs It can attract more customers.

 Since the majority of the Xiaomi Mobile users are males, it is suggested to produce attractive
and fashionable models catering specially to the females. The buyers of the consumer of mobile phone
should insist that all the technical information is revealed on the use of mobile phones to enable them to
use the products without any technical
fault leading to frequent repairs.

 The company should take initiative to insist buyers for free servicing of the mobile phones dur-
ing the guarantee period. To improve the after-sales service, firstly, set up enough online communities
and forums, direct phone hotlines, ensure consumer advisory and solve the common problem of Xiaomi
phone.

 Second, set up more direct sales service points and Xiaomi Home in big and medium sized cities
can help to ensure the timely maintenance of Xiaomi phone; Corporate with local retail outlets in small
cities in order to service rural customers and repair the phone.

 Then, in order to provide excellent service, Xiaomi has to keep improving employees' service
awareness and carry out a full range of training for repair shop staff to improve their servic e quality; ser-
vice centers should competitive with each other and set up a range of key performance indicators to en-
sure the quality of service.
5.3 CONCLUSION

Social media are confirmed as a main advertising strategy, but improvement is needed in regards to
their useful aspects as a tool for the advertising of mobile phone companies in Spain and for checking
consumer behavior. They stand out in XIAOMI, Huawei, BQ, Xiaomi and Apple. The most used net-
works by companies are Facebook, YouTube, Twitter and Instagram. It is observed that brands usually
choose to create a profile in social networks exclusive for each country.XIAOMI, being a brand with a
high degree of popularity, can allow less activity in social networks.Apple is betting on videos on the
YouTube channel and photographs on Instagram, while Xiaomi and BQ opt for the strategy of being
very active on their social networks and thus make themselves known to a wider audience.The most
used networks by users are Facebook and Instagram, and the brands with the most commercial impact,
Apple and XIAOMI, are the best known as well. The quality of the product,the price and the experi-
ence itself are the factors that most influence the decision to purchase a smartphone. The rating of mo-
bile phone advertising on social media is good, but it can be improved to reach the consumer behavior.

It is determined that there is no significant difference between the average rating of mobile phone ad -
vertising in social networks or in the influence of these by gender or by age ranges.However, the
weight of social networks in telecom sector is increasing taking in consideration the increase of inform-
ation available to the consumers, especially thanks to the triple-play and the quintuple-play advance
and interactive options like Hbb TV because it fits the idea of conversation and engagement with the
customers. Although we do not observe differences by gender or age, there is an increasing relationship
created between follower and influencer.As limitations of the research, the programs used in the ana-
lysis of social media cannot collect all the necessary information of each brand. Similarly, very differ -
ent figures are obtained from social networks, since not all brands have a profile in Spain in each social
network. The fact that a high number of Respondents were concentrated in the same age range also de-
termines the results.Hence, the calculation has taken into account the percentage of each gender and
age without takinginto account the number of participants of each.

In the face of future research, it may be attractive to incorporate other geographical realities and issues
linked to organic or natural positioning search engine optimization (SEO), payment and search engine
marketing (SEM), in order to cross data.In any case, the weight of social media in the advertising
strategy of companies is confirmed,since they channel objectives expected by mobile telephony com-
panies. The advertising inserted insocial networks does not serve all companies equally, despite not de-
tecting significant differences bygender and age. We can conclude that social media are an effective
competitive tool in mobile phonecompanies, which should look for semantic social media marketing
(SMM) solutions that help to make those investments profitable.

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APPENDIX

Name __________

1. Gender

A. Male B. Female C. Transgender D. Prefer not to mention

2. Age __________
 3. Qualification

A. schooling B. Under Graduate C. Postgraduate D. Above the mentioned

4. Do you use social media?

A. Yes B. NO C. Rarely D. Frequently

5. You use social media for

A. Entertainment B. Education C. Shopping D. Business

6. Type of social media you use

A. Facebook B. Instagram C. Twitter D. Any other mention _____

7. Do you pay attention to advertisements on social media websites?

A. Yes B. No C. Sometimes

8. Do you trust social media?

A. Yes B. No C. Only in certain cases

9. Do you think that social media influences your buying decisions?

A. Yes B. NO C. Sometimes
 10. What is your preferred source of information for your buying decision?

A. Promotional E-Mail B. Social Media C. In-person D. Advertisement

11. How many products you have purchased currently influenced by advertisements on so-
cial media?

A. Nil B. Less than 5 C. Less than 10 D. More than 10

12. Do you think social media helps in your buying decisions?

A. Yes B. NO C. Sometimes

13. Which brand of smartphone you're currently using?

A. MI B. Samsung C. Apple D. If other _____

14. What is your daily average smartphone usage duration?

A. Less than 3 hours B. Less than 6 hours C. Less than 9 hours D. More than 9 hours

15. Have you ever purchased any products from MI before?

A. Yes B. No

16. What is your preferred smartphone OS platform?

A. IOS B. Android OS C. Oxygen OS D. Windows

17. Do you think MI products perform adequately long span?

A. Excellent B. Good C.Average

18. Would you prefer to do online shopping through social media platforms (Facebook, Instagram)
in erode city?

A. Yes B. No

19. How often do you watch/read the social media that influence your purchase?

A. Daily B. 1-2 times a week C. 3-4 times a week D. Only when needed

20. How often do you visit this store?

A. 1-2 times a month B. Every 2 months C. Every 4 months D. Every 6 months

21. Do you always rely on social media before making a purchase decision?

A. Yes B. No

22. Does promotional E-Mail grab your attention enough to buy the product?

A. Yes B. No
23. Do you always watch reviews before making a purchasing decision?

A. Yes B. No C. Sometimes

24. How much you're satisfied with purchasing the product through social media?

A. Highly B. Average C. Normally D. Dissatisfied

25. Which area you're living in?

A. City B. Town C. Village. D. Rural