SUMMER TRAINING REPORT SUBMITTED

TOWARDS THE PARTIALFULFILLMENT

OF
BACHELOR OF BUSINESS ADMINISTRATION

SUMMER TRAINING PROJECT REPORT ON

Developing strategy of Social Media Marketing at TechZoo

Submitted by:
GAURAV TRIPATHI
Name: GAURAV TRIPATHI
Enrollment no.02824001719

INTERNAL GUIDE EXTERNAL

GUIDE
Name: Dr. Priyanka Anand Name:
Designation: Assistant Professor Designation:

TRINITTY INSTITUTE OF PROFESSIONAL

STUDIES

Affiliated To Guru Gobind Singh Indraprastha University

 CERTIFICATE

TO WHOM SO EVER IT MAY

CONCERN

This is to certify that the project work “- Developing strategy of

Social Media Marketing at TechZoo” made by Gaurav Tripathi
BBA 5 SEMESTER 02824001719 is an authentic work carried out
by him under guidance and supervision of DR. PRIYANKA
ANAND

The project report submitted has been found satisfactory for the
partial fulfillment of the degree of Bachelor of Business
Administration.

Internal Supervisor

Signature

Name

ACKNOWLEDGEMENT
It is in particular that I am acknowledging my sincere
feeling towards my mentors who graciously gave me their
time and expertise.

They have provided me with the valuable guidance,

sustained efforts and friendly approach. It would have been
difficult to achieve the results in such a short span of time
without their help.

I deem it my duty to record my gratitude towards the

External project supervisor Name and Internal project
supervisor ---DR. PRIYANKA ANAND who devoted
his/her precious time to interact, guide and gave me the
right approach to accomplish the task and also helped me
to enhance my knowledge and understanding of the
project.
 DECLARATION

I hereby declare that the following documented project report titled

“Developing strategy of Social Media Marketing at TechZoo” is
an original and authentic work done by me for the partial fulfillment
of Bachelors of Business Administration degree program at
“TechZoo” I hereby certify that all the Endeavour put in the
fulfillment of the task are genuine and original to the best of my
knowledge & I have not submitted it earlier elsewhere.

TABLE OF CONTENT
S. NO Particulars Page No.
1. Chapter-1 (Introduction & Literature Review- Topic,
Industry & Firm)
 Introduction
 History
(Theoretical concept about the
 social media marketing).
1-15
2. Chapter-2 (Research Objectives & Methodology)
 Research Objective of the study
 Research Methodology
 Research Design
Types of research design
 Data Collection
Sources of data collection (Primary &
Secondary)
 Sampling Design
Population/
Universe
Sampling Unit
Sample Size
Sampling Area
Sampling
technique
 Sampling Instrument
(Questionnaire) No. of
Questions
Types of Questions
Rating Scale (if used)

16-29
3. Chapter-3 (Data Processing, Analysis & Interpretation)
 Data processing
  Analysis of the problem under study
 Interpretation of the result
30-44
4. Findings 45-46
5. Limitations 47-48
6. Suggestions & Recommendations 49-50
7. Conclusion 51
8. Bibliography 52
9. Annexures 53-56
 CHAPTER 1
INTRODUCTION

INDUSTRY OVERVIEW

Social media marketing

Social media marketing programs usually center on efforts to create
content that attracts attention and encourages readers to share it with
their social networks. A corporate message spreads from user to user
and presumably resonates because it appears to come from a trusted,
third-party source, as opposed to the brand or company itself. Hence,
this form of marketing is driven by word-of-mouth, meaning it results
in earned media rather than paid media.
Social media has become a platform that is easily accessible to
anyone with internet access. Increased communication for
organizations fosters brand awareness and often, improved customer
service. Additionally, social media serves as a relatively inexpensive
platform for organizations to implement marketing campaigns.

Social media marketing tools

Besides research tools, various companies provide specialized
platforms and tools for social media marketing:
Social media measurement
Social network aggregation
Social bookmarking
Social analytics
Automation
Social media
Blog marketing
Validation

Different Methods of Social Network Marketing

Social network marketing is popularly called as Internet marketing.
Today you can find many ways for internet marketing. Many people
who enter this online marketing are less worried because of its
guaranteed success. If you see in Internet totally all types of products
have been marketed online without much effort. Internet attracts many
business people to promote their business online. Social network
marketing is grown to such a height that today many people can't earn
without it.

Some of the most recognized network marketing tools are Face book,
My Space and LinkedIn. Twitter became regular place for people who
have newly entered the field of social network marketing.

1. Blogging: When you start Blogging or posting your data about any
product, you can see less response from clients. Later it will become
big business via blog. Websites and blogs are most powerful tools for
social network marketing when matched with other networking tools.
Blog is an amazing tool which provides many other facilities in
addition to just marketing your business. It also helps you to
communicate with other clients in case if you have any problems.
2. Personal website or blog: It is important to have private website if
you are a freelancer. Your website will help your clients to know
about you and it will make them clear that you are a serious freelance
marketer and help to make huge revenue via online marketing.

3. Article selling: It is also best and cheap internet marketing method.

It is a mode of advertising our trade just by writing articles and
attracting endless number of users across world. We usually sell our
articles to different article database websites and article directories.
Today it provided free business to many advertisers and publishers
and they are really benefited through their articles.

4. Email sending: Electronic mail sending is the best way to

marketing. Collect list of email addresses through portfolio websites
and email about your business to all internet users. Your Email should
be attractive in such a way that your recipient will be impressed to get
back to you.

5. Use social networking websites: Social networking websites like

Twitter, face book can be used to promote your sales. These provide
best platform for all who are thinking of online marketing.

6. Video promotion: Use several video distribution websites for your

marketing. These websites upload your service to the whole world.
All that you need to do is film a video about marketing and send it to
video uploading sites like You Tube. It seems it is the easiest way of
marketing than any other modes since many people will be interested
in view videos rather than word form of advertisement.

7. Press Release or media release: It attracts several public clients

and increases relationship among them.

8. Search Engine Optimization: It improves the traffic to your

website by providing quality web content. It uses RSS feeds and
many SEO techniques.
Social networking websites and blogs
Social networking websites allow individuals to interact with one
another and build relationships. When products or companies join
those sites, people can interact with the product or company. That
interaction feels personal to users because of their previous
experiences with social networking site interaction
Social networking sites and blogs allow individual followers to
“retweet” or “repost” comments made by the product being promoted.
By repeating the message, all of the user’s connections are able to see
the message, therefore reaching more people. Social networking sites
act as word of mouth. Because the information about the product is
being put out there and is getting repeated, more traffic is brought to
the product/company.
Through social networking sites, products/companies can have
conversations and interactions with individual followers. This
personal interaction can instill a feeling of loyalty into followers and
potential customers. Also, by choosing whom to follow on these sites,
products can reach a very narrow target audience.

Engagement
In the context of the social web, engagement means that customers
and stakeholders are participants rather than viewers. Social media in
business allows anyone and everyone to express and share an opinion
or idea somewhere along the business’s path to market. Each
participating customer becomes part of the marketing department, as
other customers read their comments or reviews. The engagement
process is then fundamental to successful social media marketing.

Example-

2008 Presidential Election

The 2008 presidential campaign had a huge presence on social
networking sites. Barack Obama, a Democratic candidate for US
President, used Twitter and Facebook to differentiate his campaign.
His social networking site profile pages were constantly being
updated and interacting with followers.
Implications on traditional advertising

Minimizing use
Traditional advertising techniques include print and television
advertising. The Internet had already overtaken television as the
largest advertising market. Websites often include banner or pop-up
ads. Social networking sites don’t always have ads. In exchange,
products have entire pages and are able to interact with users.
Television commercials often end with a spokesperson asking viewers
to check out the product website for more information. Print ads are
also starting to include barcodes on them. These barcodes can be
scanned by cell phones and computers, sending viewers to the product
website. Advertising is beginning to move viewers from the
traditional outlets to the electronic ones.

Leaks
Internet and social networking leaks are one of the issues facing
traditional advertising. Video and print ads are often leaked to the
world via the Internet earlier than they are scheduled to premiere.
Social networking sites allow those leaks to go viral, and be seen by
many users more quickly. Time difference is also a problem facing
traditional advertisers. When social events occur and are broadcast on
television, there is often a time delay between airings on the east coast
and west coast of the United States. Social networking sites have
become a hub of comment and interaction concerning the event. This
allows individuals watching the event on the west coast (time-
delayed) to know the outcome before it airs.

Social media marketing mishaps

Social media marketing provides organizations with a way to connect
with their customers. However, organizations must protect their
information as well as closely watch comments and concerns on the
social media they use. A flash poll done on 1225 IT executives from
33 countries revealed that social media mishaps caused organizations
a combined $4.3 million in damages in 2010.The top three social
media incidents an organization faced during the previous year
included employees sharing too much information in public forums,
loss or exposure of confidential information, and increased exposure
to litigation
An example of a social media mishap includes designer Kenneth
Cole's Twitter mishap in 2011. When Kenneth Cole tweeted,
"Millions are in uproar in #Cairo. Rumor is they heard our new spring
collection is now available online at [Kenneth Cole's website]”. This
reference to the 2011 Egyptian Revolution drew objection from the
public.

General Social Networking Statistics

• 62% of adults worldwide now use social media
• Social networking is most popular online activity, with 22% of
time online spent on channels like Facebook, Twitter and
Pinterest
• 65% of the world’s top companies have an active Twitter profile
• 90% of marketers use social media channels for business, with
93% of these rating social tools as “important”
• 43% of marketers have noticed an improvement in sales due to
social campaigns
• 72% of marketers who have worked in social media for three or
more years said that they saw a boost in turnover due to social
channels (the longer you’re working in it the better you get)
• 91% of experienced social marketers see improved website traffic
due to social media campaigns and 79% are generating more
quality leads.
• The average time spent by marketers on social media is 1-5hrs
per week for those just getting started and 6+ hours per week for
those with 3+ years of experience
• The most popular social networking tool for marketing is
Facebook – being used by 92%, followed by Twitter (84%),
LinkedIn (71%) and blogs (68%)
• LinkedIn is 4X better for B2B lead generation than Facebook and
Twitter
• Only 10% of marketers are actively monitoring social media ROI
• Only 22% of businesses have a dedicated social media manager
• 23% of Fortune 500 companies have a public-facing corporate
blog
• 58% of Fortune 500 companies have an active corporate
Facebook account, 62% have an active corporate Twitter account
• 47% of customers are somewhat likely to purchase from a brand
that they follow or like

INDIAN MARKET
 India's digital surge is well under way on the consumer side, to
$150 billion of incremental economic value in 2025 as digital
applications, reported by BCG.
 According to BCG, the India Internet economy contributed to
3.2 trillion rupees to the overall economy in 2010, 4.1% of the
country’s GDP, & could triple in 4 years’ time.
 More than 39 million Internet users who form 86% of the total
Internet audience, visited social networking sites in July 2011
 The total Indian social networking audience grew 43 percent in
the past year, more than tripling the rate of growth of the total
Internet audience in India
 India now ranks as the seventh largest market worldwide for
social networking India is adding Internet users at the rate of
almost 5-7 million a month, and at the current pace it will
surpass the US, which has about 245 million users, in less than
two years.
• Active user base per month in India is close to 30 million
marks which is still a pretty large market but not as big as
portrayed by some consultants.
• India to have 500 million online shoppers by 2030, says
study.
• E-commerce sales in India were estimated to increase by only
7-8% in 2020, compared with 20% in China and the US. The
e-commerce market is expected to touch the US$ 84-billion
 mark in 2021 on the back of healthy growth in the Indian
organized retail sector.
• There are more Internet users in towns with a population of
less than 5 lakh than in the top eight metros put together.
• “About 2 billion people worldwide access the Internet and
25% of them are from China. India contributes about 6% to
the world's Net population and the US 12.5%.
• The survey found that more than 75% of Internet usage is
among school- and college-going students and those who
have recently graduated
• Mumbai has the highest number of Internet users (6.2
million) followed by Delhi/NCR (5 million), Kolkata (2.4
million) and Chennai (2.2 million).
 The percentage of companies using social media in top 5
markets is:
 China: 82%
 USA: 71%
 India: 70%
 Brazil: 68%
 Canada: 51%
eMarketer estimates advertisers will spend $3.63 billion in the US
and over $4 billion more in the rest of the world on social
networking sites this year. And that’s just paid ad spending. When
the Association of National Advertisers (ANA) surveyed US
marketers this year, 90% said they were using social networks for
their efforts—about even with last year, at 89%. While this
percentage has risen dramatically since 2007, when just 20% of
marketers used social media, growth has plateaued—and shifted to
other new digital media platforms instead.
 COMPANY OVERVIEW
About the Company

TechzoO is leading Business and Career networking site.

Professionals can use the network to
enhance their career prospects,
discover business opportunities, build
relationships with new contacts and
create their effective online identities.
The idea was incepted by serial entrepreneur Miss. Aditi Bajpai in the
year 2017 when social networking was naïve. The aim was to connect
the youth of India and make the connectivity and networking
worthwhile for them. The need and importance of a professional
network for the youth was realized with the launch of TechZoo.
And continued organic growth coupled with an emerging markets
acquisition strategy has taken the Group to a good position.

Key Offerings of TechZoo

• Active professional networking
• Individual/Corporate Branding
• Micro blogging
• Individual & Brand: Promotion and Advertisement
• Participation in Q and A sessions
• Discussions in Communities
• Head hunting/Hiring
• Career opportunities
• Business and Career networking

Objectives of the study

1) Primary Objective
 To study the behaviors of consumers and marketing on social
media, to study the positive and negative impact of different
type of strategies on social media,
to study the influence of social media marketing on
consumers.

2) Secondary Objective
To bring the organic reach to the companies through various
social media platforms and reaching to the potential
customers and promoting their brands.

About the Founder & CEO

Miss Aditi Bajpai the Founder and CEO of TechZoo she Completed

her MBA from University of Delhi in 2014. Apart from being a Serial

Businesswoman who founded several small startups in India she is a

Great motivator to young minds. Prior to entering the role of a

business, she worked with McKesson Inc, a company developed IT

applications for hospital automation in India. She Shifted to Madhya

Pradesh in the year 2017 and founded TechZoo - Business & Career

Networking site. Mr. Vikas is One of the Directors in the TechZoo

group, He Handles all operations of the company in India. Mr. Vikas

has been lauded by many industry leaders and multiple publications

for his visionary strategy, his ability to drive a business culture, and

his warm-hearted and straight-talking approach.

Departments of the Company

- Administration
- Human Resource
- Marketing

Organization Vision
To be the most accepted and in vogue professional network in India.
To evolve the processes of hiring, being hired and Business & Career
networking

Organization Culture
The Company Believes in an open system where one has ample
opportunities to grow along with organization
We believe in working as a group rather than an Individual towards
the attainment of the goals

TechzoO –Achievements
• Fast paced growth in a short span
• TechzoO is India’s fast and the leading Business & Career
networking site
• Millions of subscribed users worldwide and 3 million subscribed
user in India.
• Mergers: Association with the biggest names from Europe and
China
• A continuous effort towards success
• An attitude to remain grounded

Strategies developed and executed during the Project-

Technical
1. Company PAGES for all the companies joining TechzoO so that
they can let the jobseekers and new incoming network people to know
about their company and its details without going on any other
websites. Face book also has this pages option and its very successful
to commercialize and create awareness about the company, let it be a
small or big company.
2. To increase the FONT SIZE (Personal UPDATE), of all the
major part of the website and introduce more COLOURS (Search bar)
on it, so that it can make the site look more attractive.
3. To give statistics of how many people have checked the profiles
and visited their content.
4. Upgradation of Free SMS service.
5. In the reference format, there is an option of “Name “which will
be better if there is a drop-down box from which people can choose
the name in case they are not able to remember the exact name and
they just know the 1st letter of the name, it just makes the whole
search lot more easier and gives more options for recommendation
while going through the drop down box.
 Promotional-
• YouTube-channel-By Maintaining and posting comments
• Social media marketing {Facebook, Twitter, Google+, LinkedIn,
Quora, Yahoo etc}
• Insiders group.
• Recruiter interview.
• Promotion in Technical and Educational institutions- (Greater
Noida, Faridabad, Gurgaon, Delhi). Visited more than 50
institutes during Internship.
• Convincing the faculties to open up account in TechzoO, so that
students can connect them there.
• Participating in annual fest.
• Brand ambassador competition with rewards (business party,
certificate) and measure (keyword tracking).
• During college fest, sponsoring, hosting small workshops on
online social media, or professional network by our own
marketing team, with minimal cost.
• Online forums (Wikipedia) and discussions which should have
content of TechzoO.

CHAPTER-2
RESEARCH OBJECTIVE AND
METHODOLOGY

 RESEARCH

Research is "creative and systematic work undertaken to

increase the stock of knowledge". It involves the collection,
organization and analysis of information to increase
understanding of a topic or issue. A research project may be an
expansion on past work in the field. To test the validity of
instruments, procedures, or experiments, research may replicate
elements of prior projects or the project as a whole.

 RESEARCH OBJECTIVES
Develops Better Insight into Topic
Research methodology provides better familiarity with the research
topic by properly explaining each concept associated with it. It aims
at the proper analysis of every aspect and accurately portrays all
findings of the project. 
Provides Systematic Structure
Research methodology eases the process of whole research to be
done. It clearly defines the tools and techniques to be used for
collecting, analyzing and interpreting the data to find out the
solutions.
Enhance The Research Quality
It determines the reliability and validity of the whole research work.
Research methodology tells accurate sources from where data should
be taken for studying purpose which thereby improves the quality of
research done.
Derive Better Solutions
Research methodology helps in deriving crucial findings for solving
business problems. It performs an in-depth study of various projects,
develops a better understanding anddetects all problems.
RESEARCH METHODOLOGY

The techniques or the specific procedure which helps the students to

identify, choose, process, and analyze information about a subject is
called Research Methodology.
It allows the readers to evaluate the validity and reliability of the
study in the research paper. In simple words, it describes what you did
and what made you reach this obtained result.

It is practical to know ‘how’ the given Research or any specific piece

of Research was done. How a researcher designs a comprehensive
study to get a reliable outcome which justifies the objectives of the
course can be figured out by research methodology.

For instance: Research Methodology allows us to know:

 How did the Researcher reach to decide: What data should

be collected or what data should be avoided? 
 How to collect it: The data collection methods of the
Research.
 How to analyze it: The data analysis methods of the
Research.
In any formal research or a piece of Research (dissertation, thesis,
academic journal, or article), there will be a research methodology
section that describes what, by whom, how to collect, and how to
analyze the data are given. Specifically, in any dissertation, the
methodology chapter explains both what methodological choices were
made and why they were made.

The methodology section should confirm that the selected methods

are the best methods to get reliable and valid results to justify the aims
and objectives of the Research. It is of utmost importance to choose
the right way so that the work of the Research must be accurate. 

Briefly, the systematic way to find out the solution to a problem

is Research Methodology. The procedure carried out by
researchers to go about their work of explaining and predicting
occurrences. Providing the work plan to Research is the aim of
Research Methodology. 
 RESEARCH DESIGN

Research design is the framework of research methods and techniques

chosen by a researcher. The design allows researchers to hone in on
research methods that are suitable for the subject matter and set up
their studies up for success.

The type of research problem an organization is facing will determine

the research design and not vice-versa. The design phase of a study
determines which tools to use and how they are used.

The impactful research usually creates a minimum bias in data and

increases trust in the accuracy of collected data. A design that
produces the least margin of error in experimental research is
generally considered the desired outcome. The essential elements are:

1. Accurate purpose statement

2. Techniques to be implemented for collecting and analysing
research
3. The method applied for analysing collected details
4. Type of research methodology
5. Probable objections for research
6. Settings for the research study
7. Timeline
8. Measurement of analysis
Proper research design sets your study up for success. Successful
research studies provide insights that are accurate and unbiased.

The research design is purely and simply the framework of plan for a
study that guides the collection and analysis of data. Types of
Research Design:

1. Descriptive research design: In a descriptive design, a

researcher is solely interested in describing the situation or case
under their research study. It is a theory-based design method
which is created by gathering, analysing, and presenting
 collected data. This allows a researcher to provide insights into
the why and how of research. Descriptive design helps others
better understand the need for the research.

2. Exploratory research design: The preliminary research to

clarify the exact nature of the problem to be solved." It is used to
ensure additional research is taken into consideration during an
experiment as well as determining research priorities, collecting
data and honing in on certain subjects which may be difficult to
take note of without exploratory research.

3. HYPOTHESIS TESTING RESEARCH: Hypothesis testing is

the process used to evaluate the strength of evidence from the
sample and provides a framework for making determinations
related to the population

Descriptive Research Design is used for this research study to

accurately and systematically describe a population, situation or
phenomenon.

DATA COLLECTION

Data collection is a process of collecting information from all

the relevant sources to find answers to the research problem, test
the hypothesis and evaluate the outcomes. Data collection
methods can be divided into two categories: secondary methods
of data collection and primary methods of data collection.

SOURCES OF DATA COLLECTION:

A) PRIMARY DATA COLLECTION SOURCES

Primary data is collected directly from main sources through
surveys and Questionnaire. Questionnaire is a systematic and
structured manner of collection data for conducting
experiment. Primary data are usually collected from the
source—where the data originally originates from and are
regarded as the best kind of data in research.

PRIMARY DATA COLLECTION METHODS

1) INTERVIEWS
An interview is a method of data collection that involves
two groups of people, where the first group is the
interviewer (the researcher(s) asking questions and
collecting data) and the interviewee (the subject or
respondent that is being asked questions). The questions
and responses during an interview may be oral or verbal as
the case may be.

2) SURVEYS AND QUESTIONNAIRE

Surveys and questionnaires are 2 similar tools used in
collecting primary data. They are a group of questions
typed or written down and sent to the sample of study to
give responses.

3) OBSERVATION
The observation method is mostly used in studies related to
behavioural science. The researcher uses observation as a
scientific tool and method of data collection. Observation
as a data collection tool is usually systematically planned
and subjected to checks and controls.

4) FOCUS GROUPS
Focus Groups are gathering of 2 or more people with
similar characteristics or who possess common traits. They
 seek open-ended thoughts and contributions from
participants.

5) EXPERIMENTS
An experiment is a structured study where the researchers
attempt to understand the causes, effects, and processes
involved in a particular process. This data collection
method is usually controlled by the researcher, who
determines which subject is used, how they are grouped,
and the treatment they receive.

A)SECONDARY DATA COLLECTION SOURCES

Sources of secondary data include books, personal sources,
journals, newspapers, websites etc. Secondary data are
known to be readily available compared to that of primary
data. It requires very little research and needs for
manpower to use these sources.
With the advent of electronic media and the internet,
secondary data sources have become more easily
accessible

Some of these sources are highlighted below.

 Journal

Journals are gradually becoming more important than books these

days when data collection is concerned. This is because journals are
updated regularly with new publications on a periodic basis, therefore
giving to date information.
  Newspapers

In most cases, the information passed through a newspaper is usually

very reliable. Hence, making it one of the most authentic sources of
collecting secondary data.

 Websites

The information shared on websites is mostly not regulated and as

such may not be trusted compared to other sources. However, there
are some regulated websites that only share authentic data and can be
trusted by researchers.

Some other sources of data collection include:

 Letters

 Radio stations

 Public sector records.

The data which is collected for the project will be classified as a

primary data, because it is made through the information provided by
the survey through a questionnaire, all the information is collected
from the known users of the platform in this project.

SAMPLING DESIGN

POPULATION/UNIVERSE

Univariate analysis is the most basic form of statistical data analysis

technique. When the data contains only one variable and doesn’t deal
with a causes or effect relationships then a Univariate analysis
technique is used.

For example; a frequency distribution table is a form of univariate

analysis as frequency is the only variable being measured.
Univariate analysis contrasts with bivariate analysis- the analysis of
the two variables simultaneously or multivariate analysis- the analysis
of multiple variables simultaneously.

SAMPLING UNIT

A sampling unit is an individual person. ... Sampling units are taken
from an entire population, such as a country, customer database or
region, and put into a smaller group to form a research sample.

Sampling can be broadly classified in two types:

a) Probability Sampling
Involves random selection, allowing you to make strong
statistical inferences about the whole group.
b) Non-Probability Sampling
Involves non-random selection based on convenience or
other criteria, allowing you to easily collect data.

This project will be based on the non-Probability quota

sampling. As in the project the sample will be considered
specific to predetermined New Delhi. Individuals are
selected based on non-random criteria, and not every
individual has a chance of being included.

Types of research

Types of research can be classified in many different ways.

some major ways of classifying research include the following.

∑ Descriptive versus Analytical Research

∑ Applied versus Fundamental Research

∑ Qualitative versus Quantitative Research

 ∑ Conceptual versus Empirical Research

Descriptive research concentrates on finding facts to ascertain

the nature of something as it exists. In contrast analytical
research is concerned with determining validity of hypothesis
based on analysis of facts collected.

Applied research is carried out to find answers to practical

problems to be solved and as an aid in decision making in
different areas including product design, process design and
policy making. Fundamental research is carried out as more to
satisfy intellectual curiosity, than with the intention of using the
research findings for any immediate practical application.

Quantitative research studies such aspects of the research

subject which are not quantifiable, and hence not subject to
measurement and quantitative analysis. In contrast quantitative
research makes substantial use of measurements and
quantitative analysis techniques.

Conceptual research involves investigation of thoughts and

ideas and developing new ideas or interpreting the old ones
based on logical reasoning. In contrast empirical research is
based on firm verifiable data collected by either observation of
facts under natural condition or obtained through
experimentation.
Some Other Types of Research: All other types of research are
variations of one or more of the above stated approaches, based on
either the purpose of research, or the time required to accomplish
research, on the environment in which research is done, or on the
basis of some other similar factor. Form the point of view of time, we
can think of research either as one-time research or longitudinal
research.
In this the project will be based on the Descriptive Research type.

SAMPLE SIZE

The sample size is a term used in market research for defining the

number of subjects included in a sample size. By sample size, we
understand a group of subjects that are selected from the general
population and is considered a representative of the real population
for that specific study. The techniques of sampling unit used in this
study is convenience sampling (A convenience sample simply
includes the individuals who happen to be most accessible to the
researcher).

For this project, Sample size is selected to be of 50 users. The

technique of sampling units is convenient sampling.

Sampling Area
Area sampling is a method of sampling used when no complete frame
of reference is available. The total area under investigation is divided
into small sub-areas which are sampled at random or according to a
restricted process (stratification of sampling). Each of the chosen sub-
areas is then fully inspected and enumerated, and may form the basis
for further sampling if desired. For this study, the sample will be
considered specific to New Delhi.

Sampling Technique
There are two types of sampling methods:

 Probability sampling involves random selection, allowing you

to make strong statistical inferences about the whole group.
 non-probability sampling involves non-random selection
based on convenience or other criteria, allowing you to easily
 collect data. This study is based on Non-Probability Sampling
Technique

Sampling Instrument (Questionnaire)

A research instrument is a tool used to obtain, measure, and analyze
data from subjects around the research topic. You need to decide the
instrument to use based on the type of study you are conducting:
quantitative, qualitative, or mixed-method. For instance, for a
quantitative study, you may decide to use a questionnaire, and for a
qualitative study, you may choose to use a scale. While it helps to use
an established instrument, as its efficacy is already established, you
may if needed use a new instrument or even create your own
instrument.

Number of Questions
The number of questions that have been asked in the survey
questionnaire. The number of questions asked in this were 15
Questions.

TOOLS USED FOR DATA ANALYSIS

 Bar charts (show a distribution of data points or perform a

comparison of metric values across different subgroups of your
data. From a bar chart, we can see which groups are highest or
most common, and how other groups compare against the
others).
 Pie chart (pie chart is a circle that is divided into areas, or
slices. Each slice represents the count or percentage of
the observations of a level for the variable).
 CHAPTER 3
(Data Processing, Analysis & Interpretation)
DATA

Data refers to distinct pieces of information, usually formatted and

stored in a way that is concordant with a specific purpose. Data can
exist in various forms: as numbers or text recorded on paper, as bits or
bytes stored in electronic memory, or as facts living in a person’s
mind. Since the advent of computer science in the mid-1900s,
however, data most commonly refers to information that is
transmitted or stored electronically.

Grammatically, data is the plural form of the singular datum, but in

practice data is widely used as a mass noun, like sand or water. For
example, one might say the data proves something to be true in this
case, “data” is referring to many pieces of information that are being
used collectively to validate a claim. Not all writers accept the popular
mass noun usage, however. Some academic and technical editors are
adamant about the Latin plural and singular distinction (“the set of
data prove” and “one datum proves”).

ANALYSIS AND INTERPRETATION

Analysis of data plays an important role in the fulfillment of research
objectives. Data is summarized and observed to find patterns or
relationships. Data is analyzed using various statistical techniques
requiring substantive theoretical as well as practical knowledge a
researcher should first acquire theoretical as well as practical
knowledge and then proceed for data analysis on real data collected.
The techniques would vary depending on the nature of the research
(qualitative/ quantitative study). This step of the research process also
includes the interpretation of findings and writing down the results
and conclusions.

AGE:

Interpretation

The above Bar Graph shows us the “age” of the candidates who
willingly submitted the survey. According to this bar graph most of
the willing candidates were from the age group of 19, 20 and 19 years
i.e., 12, 13 and 10 candidates from each group
GENDER:

INTERPRETATION

The above Pie Chart shows us the “gender” of the candidates who
willingly submitted the survey. According to this Pie Chart most of
the willing candidates were male i.e., 34 candidates or 68% of the
total sample population of 50 candidates and only 16 candidates or
32% of the total population were female

YOUR CURRENT STATUS

INTERPRETATION
The above Pie Chart shows us the “current status” of the candidates
who willingly submitted the survey. According to this Pie Chart most
of the willing candidates were student i.e., 36 candidates or 72% of
the total sample population out of 50 candidates, 8 candidates or 16%
of total population were employed, 1 candidate or 2% of the
population is unemployed, 3 candidates or 6% of the total population
were business owner and only 2 candidates or 4% of the total
population were freelancer.

Question 1
Do you use any social media website?

INTERPRETATION

The above Pie Chart shows us the consent of the candidates towards
the question of whether candidates use any social media website?
According to this Pie Chart most of the willing candidates said “Yes”
to the consent i.e., 47 candidates or 94% of the total sample
population of 50 candidates, only 1 candidate or 2% of the total
population said “No” to the preference and 2 candidate or 4% of the
total population said “May Be” to the preference.
Question 2
Which of following social media platforms do you use.

INTERPRETATION

The above Bar Graph shows us the familiarity of candidates with top
social media platforms. According to this bar graph most of the
candidates i.e., 41 people were aware of “Facebook, Instagram,
Twitter”, 29 people were aware for both E-commerce Websites and
entertainment platforms, 27 people were aware of emails, only 10
candidates were aware of reddit and Quora and 3 candidates were
aware of others platform out of 50 candidates.
Question 3
Do you think is it important to have social media platform for
marketing.

INTERPRETATION

The above Pie Chart shows us the consent of the candidates towards
the question of whether candidates think is it important to have social
media platform for marketing? According to this Pie Chart most of
the willing candidates said “Yes” to the consent i.e., 46 candidates or
92% of the total sample population of 50 candidates and only 4
candidate or 8% of the total population said “No” to the preference.
Question 4
Do you think having a consistent presence on social media will
affect the marketing in a positive way?

INTERPRETATION

The above Pie Chart shows us the consent of the candidates towards
the question of whether candidates think having a consistent presence
on social media will affect the marketing in a positive way?
According to this Pie Chart most of the willing candidates said “Yes”
to the consent i.e., 33 candidates or 66% of the total sample
population of 50 candidates, only 4 candidate or 8% of the total
population said “No” to the preference and 13 candidate or 26% of
the total population said “May Be” to the preference.
Question 5
Does our marketing affect your choice over others?

INTERPRETATION

The above Pie Chart shows us the consent of the candidates towards
the question of whether candidates think our marketing affect their
choice over others? According to this Pie Chart most of the willing
candidates said “Sometimes” to the consent i.e., 23 candidates or 46%
of the total sample population of 50 candidates, only 15 candidate or
30% of the total population said “Never” to the preference, 10
candidate or 20% of the total population said “Often” to the
preference and 2 candidate or 4% of the total population said
“Always” to the preference.
Question 6
According to you having consistent marketing on social media is
complex.

INTERPRETATION

The above Pie Chart shows us the consent of the candidates towards
the question of whether candidates think having consistent marketing
on social media is complex?
According to this Pie Chart most of the willing candidates said “Yes”
to the consent i.e., 21 candidates or 42% of the total sample
population of 50 candidates, only 11 candidate or 22% of the total
population said “No” to the preference and 18 candidate or 36% of
the total population said “May Be” to the preference.

Question 7

Do you think marketing on social media is a more cost effective and

less time-consuming method of marketing for business?
 INTERPRETATION

The above Pie Chart shows us the consent of the candidates towards
the question of whether candidates think marketing on social media is
a more cost effective and less time-consuming method of marketing
for business? According to this Pie Chart most of the willing
candidates said “Yes” to the consent i.e., 38 candidates or 76% of the
total sample population of 50 candidates, only 7 candidate or 14% of
the total population said “No” to the preference and 5 candidate or
10% of the total population said “May Be” to the preference.

Question 8
Do you trust the services which are being promoted on social media
platforms?

INTERPRETATION

The above Pie Chart shows us the consent of the candidates towards
the question of whether candidates think Do you trust the services
which are being promoted on social media platforms? According to
this Pie Chart the willing candidates said “Yes” to the consent i.e., 20
candidates or 40% of the total sample population of 50 candidates,
only 6 candidate or 12% of the total population said “No” to the
preference and most of the willing 24 candidate or 48% of the total
population said “May Be” to the preference.

Question 9
What kind of products advertisements do you usually see on these
digital channels?
 INTERPRETATION

The above Bar Graph shows us the kind of products advertisements

users usually see on these digital channels. According to this bar
graph most of the candidates i.e., 26 people see “specialty goods” that
is 52% of the total population and 25 people see “service-based
advertisements” i.e., 50% of total population, 14 people see “unsought
goods and convenience good” i.e., 28% of total population, 23 people
see “product-based advertisements” i.e., 46% of total population and
8 people see “other” i.e., 16% of the total population.

Question 10
To what extent does social media influence your behaviors and
actions?

INTERPRETATION

The above Pie Chart shows us the consent of the candidates towards
the question of whether candidates think To what extent does social
media influence their behaviors and actions? According to this Pie
Chart the most of the willing candidates said “seldomly to the consent
i.e., 21 candidates or 42% of the total sample population of 50
candidates, only 16 candidate or 32% of the total population said
“Never” to the preference and most of the willing 13 candidate or
26% of the total population said “To a large extent” to the preference.

Question 11
Please rate the quality of the marketing content you see on social
media.

INTERPRETATION
The above Pie Chart shows us the consent of the candidates towards
the question of rate the quality of the marketing content you see on
social media. According to this Pie Chart most of the willing
candidates said “Moderate” to the consent i.e., 25 candidates or 50%
of the total sample population of 50 candidates, only 20 candidate or
40% of the total population said “Good” to the preference, 3
candidate or 6% of the total population said “Disappointing” to the
preference and 2 candidate or 4% of the total population said “Very
Good” to the preference.

Question 12
What are the benefits of social media marketing?

INTERPRETATION
The above Bar Graph shows us the familiarity of candidates with benefits
of social media marketing. According to this bar graph most of the
candidates i.e., 37 people i.e., 74% of total population think social media
have the benefit in great audience targeting and after that it is easy to run
and have a good engagement and interactivity through social media sites
that is supported by the 27 people that is 54% of the total population and
others that is less supported by 3 candidates i.e., 6% of total population.

FINDINGS
 FINDINGS

 Social Media such as Facebook, Instagram and twitter is the

mostly visited website and used for social media marketing.
 Social media is the essential part of marketing in today’s
scenario.
 Consistent marketing through social media creates the positivity
in its customer.
 46% people said that social media marketing effect their choice
over others marketing methods.
 Having a consistent presence on social media marketing is a
complex process according to 42% of the total population.
 Marketing through social media is more cost effective and less
time consuming.
 Only 40% the people trust the services that are being promoted
on social media platforms.
 Advertisements of Specialty good product is the most seen in
the digital channel that is about 52% of the total population see
the advertisement of specialty good product over social media
platform
 26% people have influence of social media marketing on
themselves to a great extent.
 50% people said they see moderate quality of marketing content
and 40% of good quality on their social media platform
 Audience targeting is the major role of social media marketing.
LIMITATIONS

LIMITATIONS
Despite of having a complete analysis of the topic, there are following
limitations faced during the study and for the preparation of this
report:

 This topic requires in-depth research but only 50 respondents

have taken the questionnaire.
 Lack of scope of discussion.
 Time for the research was limited.
 This study covers only consumers thoughts and suggestions
about the developing strategy of social media marketing only.
 Lack of Interaction, as the research was done online.
 Must have a computer, smart phones, or access to a digital
interface to fill this survey.
 SUGGESTIONS AND RECOMMENDATIONS

SUGGESTIONS AND RECOMMENDATIONS

 Increase marketing on eBay, flipkart, and amazon so that

the public will get more aware about them.
  There should be good attracting offers highlighted on the
content to attract more and more audience.
 Full information and interpretation of product should be
given to the public.
 Encourage customer feedback regularly and be responsive.
 Use social media to Drive People to your Email List.
 Recycle your Content.

CONCLUSION
This presents the summary of the study and survey done in the
relation to the developing strategy of social media marketing
followed by the customer behaviour. The conclusion is drawn
from the study and survey of the area regarding the developing
of strategy out there. I analyse through questionnaire filled by
the respondents

Our study takes the first step toward addressing this issue and
provides useful guidelines for leveraging social media use in
strategic marketing. Specifically, we have amply demonstrated
that the mere use of social media alone does not generate
customer value, which instead is attained through the
generation of connections and interactions between the firm
and its customers, as well as among customers themselves.
These generated social networks and influences can
subsequently be used strategically for resource transformation
and exchanges between the interacting parties. Our SMMS
developmental process also suggests that firms first need to
recognize customers’ motivations to engage in brand-related
social media activities and encourage their voluntary
contributions.

The success of the SMMSs will depend on the firm’s ability to

identify and leverage customer-owned resources, as in the case
of transforming customers from passive receivers of the firm’s
social media offerings to active value contributors. It will also
depend on the firm’s willingness to allocate resources in order
to foster collaborative conversations, develop appropriate
responses, and enhance customer relationships. These will all
ultimately help to build a sustainable competitive
advantage and enhance business performance.

BIBLIOGRAPHY

REFERENCE
 Social Media Marketing: A Strategic Approach by  
Donald I. Barker (Author).

 Social Media Marketing Workbook by

Jason McDonald (Author).
WEBSITES
 https://en.wikipedia.org/wiki/Social_media_marketing

 https://link.springer.com/article/10.1007/s11747-020-00733-3

 https://www.webopedia.com

 https://www.investopedia.com
ANNEXURE