A

Pr
ojectRepor
t
On

“IMPACTOFSOCI
ALMEDIAMARKETI
NGON
PERFORMANCEOFMI NESS”
CROANDSMALLBUSI

Submi
tt
edi
nthepar
ti
alf
ulf
il
mentoft
hedegr
ee
of
Bachel
orofCommer
ce(
H)

Facul
tyGui
de: Submi
tt
edby
:
Ms.Anki
taSi
ngh Puj
aKumar
i
Assi
stantPr
ofessor Rol
lNo.124
ARKAJAI
NUni
ver
sit
y 2017-
2020

1
 ACKNOWLEDGEMENT

Iwouldliketoexpressmyt hankstothepeopl
ewhohavehelpedmemostt hroughoutmy
proj
ect.Iam grat
efultomyf acul
tyguideMs.ANKITASI
NGHf ornon-
stopsupportfort
he
proj
ectandf orgi
vingglobalopport
unityt
odothi
sproj
ectonIMPACTOFSOCI ALMEDI A
MARKETI NGONPERFORMANCEOFMI CROANDSMALLBUSI NESSES.
Aspecial
thankofmi negoest omyf amil
ymember swhohel pedmeouti ncompl
eti
ngthe
proj
ect
,wheretheyallexchangedtheirowni nt
erestingideas,thought
sandmadethi
s
possi
bletocompletemypr ojectwit
hallaccurateinformation.Iwishtot
hankmyparent
s
fort
hei
rpersonalsupportorattent
ionwhoi nspir
edmet ogomyownway .
I
thasalsohelpedmeindoinglotofresearchandIcometoknowaboutsomanyt
hings.
Andatlastbutnotl
eastIam r
eall
ythankfultomyfri
endswhohel
pedmealotint
his
pr
ojectnotonl
yformarksbutalsotoincreasemyknowledge.

Thanky
ou,
Puj
aKumar
i

Pl
ace:
Jamshedpur

Dat
e:28thApr
il2020

2
 SchoolofCommer
ceandManagement

Cer
ti
fi
cat
ebyt
heFacul
tyMent
or

Thi
sist
ocer
ti
fyt
hatMs.Puj
aKumar
i,Rol
l
.No.124, udentofB.
ast COM (
H).(
2018-
20)
,has
under
takent
hePr
ojectt
it
led“
IMPACTOFSOCI
ALMEDI
AMARKETI
NGONPERFORMANCEOF
MI
CROANDSMALLBUSI
NESSES”
.ThePr
ojectr
epor
tisher
ebysubmi
tt
edbyt
hest
udentf
or
t
hepar
ti
alf
ulf
il
mentofr
equi
rementf
ort dofBachel
heawar orofCommer
ce(
H),
 
undermy
super
visi
on.Tot
hebestofmyknowl
edge,t
hispr
ojecti
sther
ecor
dofaut
hent
icwor
kcar
ri
ed
outdur
ingt
heacademi
cyear(
2019-
20)andhasnotbeensubmi
tt
edany
wher
eel
sef
ort
he
awar
dofanyCer
ti
fi
cat
e/Degr
ee/
Dipl
oma,
etc.

Gui
dedBy
: Ver
if
iedBy
:

Ms.Anki
taSi
ngh MsPr
iyaRaman,

Assi
stantPr
ofessor Pr
ogr
ammeCoor
dinat
orB.Com (
H)

Ver
if
iedBy
: Ver
if
iedBy
:

Dr
.AngadTi
war
y

Dean-
SchoolofCommer
ce&Management Ext
ernalExami
ner

3
 SchoolofCommer
ceandManagement

Decl
arat
ionbyt
heSt
udent

I
,PujaKumar i,
herebydeclar
ethatt
hePr ojectti
tled,“I
MPACTOFSOCI ALMEDI A
MARKETI NGONPERFORMANCEOFMI CROANDSMALLBUSI NESSES” ,hasbeencarri
ed
outbymeandi sherebysubmitt
edforthepar ti
alfulf
il
mentoftherequirementf ort
heawar d
ofdegr eeofBachelorofCommer ce(H).Tot hebestofmyknowl edge,theproj
ect
undertaken,hasbeencar r
iedoutbyme, andi smyownwor k.Thecont entsofthisr
eportare
ori
ginal andthi
sreporthasbeensubmi t
tedt othe‘ ARKAJAINUniversity’
,Jamshedpurand
i
thasnotbeensubmi tt
edelsewher
e,fortheawar dofanyCerti
fi
cate/Diploma/Degreeetc.

Puj
aKumar
i
Rol
lno.124
B.
COM (
H).Bat
ch2017-
20

4
 EXECUTI
VESUMMARY
Ther
esear
chr
epor
ton,
”ImpactofSoci
alMedi
aMar
ket
ingonper
for
manceof

mi
croandsmal
lbusi
nesses”i
stost
udyhow Mi
croandSmal
lbusi
nessescan

l
ever
age soci
almedi
ato penet
rat
ethei
rmar
ket
s,r
each t
hei
rcust
omer
s and

dev
elopr
elat
ionshi
psi
naper
sonalanddi
rectmannert
hatcancat
apul
tthei
rbr
and

andr
aiset
hei
rawar
enessassuccessf
ull
yasanyl
argebusi
ness.Ther
epor
tal
so

di
scl
osest
hei
nfl
uenceofsoci
almedi
aonconsumer
s’onl
i
nebuy
ingdeci
sions.

Soci
almedi
awasacompl
etel
ynewt
hingf
oury
ear
sago,
manypeopl
edi
dnotknow

whatsoci
almedi
awasandt
heef
fecti
twouI
dhav
eonal
linourl
i
ves.I
twasan

exci
ti
ngi
nter
act
ivemedi
um whi
chsuddenl
ytookt
hewor
ldbyst
ormt
osuch an

ext
entt
hati
tbecamesomet
hingt
hatnobusi
ness,smal
lorl
arge,l
ocalorgl
obal
,

coul
daf
for
dtoi
gnor
e.Today
,ther
ear
emor
ethan1.
28bi
l
li
onact
iveuser
son

Facebookal
one,
cur
rent
lyt
hewor
ld'
smostpopul
arsoci
alnet
wor
k.Twi
tt
er,
LinkedI
n,

Googl
e+andv
ari
ousot
hersoci
almedi
asi
teshav
ehundr
edsofmi
l
li
onsofact
ive

user
saswel
l

Tr
adi
ti
onal
l
y,l
argebusi
nesseshadt
hepowerofr
eachi
ngt
hei
rmar
ket
sthr
ough

hugeadv
ert
isi
ngbudget
,whi
chsmal
lcompani
esf
oundi
tdi
ff
icul
ttof
ightt
hest
if
f

compet
it
ionf
rom t
hesel
argecompani
es.I
ntoday
’sbusi
nessenv
ironment
,soci
al

medi
ahasbecomeanew mar
ket
ingt
oolt
hati
sav
ail
abl
etoal
lbusi
nesses,t
hat

i
nst
ant
lydev
elopsr
elat
ionshi
pswi
thpot
ent
ial
cust
omer
s.

5
 TABLEOFCONTENTS

Chapt
er Chapt
ername Page
no. no.
1. I
ntroduct i
on 7
1.
1 Object i
vesofthestudy 10
1.
2 Scopeoft hestudy 11
1.
3 Reviewofl i
ter
atur
e 11
1.
4 Resear chmet hodol
ogy 12
2 Dataanal ysis 13-
27
3 Fi
ndi ngsandRecommendat
ions 28-
30
4 Concl usi
on 31

6
 CHAPTER1I
NTRODUCTI
ON

Soci
almedi
amar
ket
ingi
sthel
atest"
buzz"i
nmar
ket
ing.I
ndi
aispr
obabl
yamong

t
hef
ir
stpr
oponent
sofsoci
almedi
amar
ket
ing.Theseday
s,t
heor
gani
zat
ional

causehasr
epl
acedt
hesoci
alcauseascompani
esseekt
oengagewi
tht
hei
r

audi
encev
iat
heonl
i
nepl
atf
orms.Onl
i
nepr
esencei
samustf
orbusi
nessest
oday
.

Apar
tfr
om abasi
cwebsi
te;
consumer
slookf
orabl
og,
aFacebookpage,
shoppi
ng

car
t,e-
brochur
es,
etc.92%ofmi
croandsmal
lbusi
nessesagr
eet
hatsoci
almedi
ais

anef
fect
ivemar
ket
ingt
echnol
ogyt
ool
.Theyar
eev
enl
yspl
i
tont
heef
fect
ivenessof

soci
almedi
aforat
tract
ingnewcust
omer
sandengagi
ngexi
sti
ngcust
omer
s.

I
ntr
oduct
iont
oSmal
lBusi
ness

Ther
ear
ear
ound40mi
l
li
onsmal
lbusi
nessowner
sinI
ndi
a,outofwhi
ch,
around

500,
000hav
ethei
rpr
esenceonl
i
newhi
l
ether
ear
e23mi
l
li
onmi
croandsmal
l

busi
nessesi
ntheUS.

Medi
um andSmal
lEnt
erpr
isesSect
or(
MSEs)cont
inuet
obeav
ibr
antsect
oroft
he

I
ndi
aneconomy
.Iti
sest
imat
edt
hatt
her
ear
eabout12.
8mi
l
li
onuni
ts(
over90per

centoft
otal
indust
ri
aluni
ts)i
nthi
ssect
orempl
oyi
ngnear
ly31mi
l
li
onpeopl
e.Thi
s

sect
orcont
ri
but
esnear
ly39percentoft
het
otal
indust
ri
alpr
oduct
ionandaccount
s

f
orappr
oxi
mat
ely33percentoft
het
otal
expor
ts.Thi
ssect
orhasconsi
stent
ly

r
egi
ster
edahi
ghergr
owt
hrat
ethant
her
estoft
hei
ndust
ri
alsect
or.Ther
ear
eov
er

6500pr
oduct
srangi
ngf
rom t
radi
ti
onal
tohi
gh-
techi
tems,
whi
char
ebei
ng

manuf
act
uredbyt
hesmal
lent
erpr
isesi
nIndi
a.Af
teragr
icul
tur
e,t
heMSEssect
or

pr
ovi
dest
hemaxi
mum oppor
tuni
ti
esf
orbot
hsel
f-
empl
oymentandj
obsi
nthe

count
ry.Thesmal
lent
erpr
isessect
ori
nIndi
ahol
dsgr
eatpot
ent
ial
forf
urt
her

expansi
onandgr
owt
hint
hef
utur
e.

7
Mar
ket
ingSt
rat
egy
An or
gani
zat
ion'
s st
rat
egyt
hatcombi
nes al
lofi
ts mar
ket
ing goal
sint
o one

compr
ehensi
vepl
an.A goodmar
ket
ingst
rat
egyshoul
dbedr
awnf
rom mar
ket

r
esear
chandf
ocusont
her
ightpr
oductmi
xinor
dert
oachi
evet
hemaxi
mum pr
ofi
t

pot
ent
ialandsust
aint
hebusi
ness.Themar
ket
ingst
rat
egyi
sthef
oundat
ionofa

mar
ket
ingpl
an.

Soci
alMedi
a

Thebestwayt
odef
inesoci
almedi
aist
obr
eaki
tdown.Medi
aisani
nst
rumenton

communi
cat
ion,l
i
keanewspaperorar
adi
o,sosoci
almedi
awoul
dbeasoci
al

i
nst
rumentofcommuni
cat
ion.

Regul
arorTr
adi
ti
onalmedi
ahasaone-
wayst
reetwher
eyoucanr
eadanewspaper

orl
i
stent
oar
epor
tont
elev
isi
on,buty
ouhav
ever
yli
mit
edabi
l
ityt
ogi
vey
our

t
hought
sont
hemat
ter
.Soci
almedi
a,ont
heot
herhand,i
sat
wo-
wayst
reett
hat

gi
vesy
out
heabi
l
ityt
ocommuni
cat
etoo.

Popul
arSoci
alMedi
aTool
sandPl
atf
orms

Bl
ogs:
Apl
atf
ormf
orcasual
dial
ogueanddi
scussi
onsonaspeci
fi
ctopi
coropi
nion.

Facebook:Thewor
ld’
slar
gestsoci
alnet
wor
k,User
scr
eat
eaper
sonalpr
ofi
l
e,add

ot
heruser
sasf
ri
ends,andexchangemessages,i
ncl
udi
ngst
atusupdat
es.Br
ands

cr
eat
epagesandFacebookuser
scan“
li
ke”br
ands’
pages.

Twi
tt
er:A soci
alnet
wor
king/
micr
o-bl
oggi
ng pl
atf
orm t
hatal
l
ows gr
oups and

i
ndi
vi
dual
stost
ayconnect
edt
hrought
heexchangeofshor
tst
atusmessages(
140

char
act
erl
i
mit
).
8
YouTube&Vi
meo:
Videohost
ingandwat
chi
ngwebsi
tes.
Fl
i
ckr
:Ani
mageandv
ideohost
ingwebsi
teandonl
i
necommuni
ty.Phot
oscanbe

shar
edonFacebookandTwi
tt
erandot
hersoci
alnet
wor
kingsi
tes.

I
nst
agr
am:Af
reephot
oandv
ideoshar
ingappt
hatal
l
owsuser
stoappl
ydi
git
al

f
il
ter
s,f
ramesandspeci
alef
fect
stot
hei
rphot
osandt
henshar
ethem onav
ari
ety

ofsoci
alnet
wor
kingsi
tes.

Li
nkedI
nGr
oups:A pl
acewher
egr
oupsofpr
ofessi
onal
swi
thsi
mil
arar
easof

i
nter
estcanshar
eandpar
ti
cipat
einaconv
ersat
ionhappeni
ngi
nthei
rfi
elds.

Pi
nter
esti
sasoci
alcur
ati
onwebsi
tef
orshar
ingandcat
egor
izi
ngi
magesf
ound

onl
i
ne.Pi
nter
estr
equi
resbr
iefdescr
ipt
ionsbutt
hemai
nfocusoft
hesi
tei
svi
sual
.

Cl
i
cki
ngonani
magewi
l
ltakey
out
otheor
igi
nalsour
ce,
so,
forexampl
e,i
fyoucl
i
ck

onapi
ctur
eofapai
rofshoes,
youmi
ghtbet
akent
oasi
tewher
eyoucanpur
chase

t
hem.Ani
mageofbl
ueber
rypancakesmi
ghtt
akey
out
other
eci
pe;api
ctur
eofa

whi
msi
cal
bir
dhousemi
ghtt
akey
out
othei
nst
ruct
ions.

Soci
alMedi
aandSmal
lBusi
nesses

Soci
alMedi
aIsChangi
ngt
heTr
adi
ti
onal
met
hodsofPr
esence.

Thet
radi
ti
onal
techni
quesofmar
ket
ingusi
ngpr
intandel
ect
roni
cmedi
aal
ong

wi
thI
nter
netmar
ket
ingandl
eadgener
ati
onwer
eusedt
odr
ivet
raf
fi
ctoa

busi
nessandi
tswebsi
te.Assear
chengi
neal
gor
it
hmsev
olv
e,websi
teowner
s

hav
etost
ayont
hei
rtoest
omakesur
ethei
rwebsi
tei
sconst
ant
lyupdat
ed

wi
thr
elev
antandcur
renti
nfor
mat
iont
opr
eventbei
ngdev
aluedi
nsear
ch

r
esul
ts.Today
,soci
almedi
ali
ke,Facebookpages,Twi
tt
eraccount
s,and

YouTubechannel
sar
ebei
ngseenassi
tesi
nthei
rownr
ightt
omar
kthe

pr
esence.
9
Soci
alMedi
aAl
l
owsBusi
nessest
oCr
owd-
sour
ceI
deas

Bef
orey
oul
aunchanew pr
oductorser
vice,onewoul
dli
ket
ohav
esomei
deas

aboutwhatpeopl
ethi
nkabouti
t.Sobyengagi
ngwi
thpr
ospect
sandcust
omer
svi
a

soci
almedi
a,onecanact
ual
l
yaskt
hef
ansandf
oll
ower
swhatcol
orst
heypr
eferor

whatt
ypesoff
eat
urest
heywant
.Thus,
onecani
nvol
veconsumer
sinv
aluabl
efr
ee

mar
ketr
esear
ch,byaski
ngt
hei
ropi
nionsandcanhel
pest
abl
i
shcr
edi
bil
i
tyby

showi
ngt
hatt
hei
ropi
nionsmat
ter
.Af
terseei
ngt
hei
rideasbecomi
ngar
eal
i
ty,

busi
nesshasmor
ethanl
i
kel
yjusti
ncr
easedt
hei
rcust
omerbase.

Soci
alMedi
aAl
l
owst
oKeepAnEy
eOnCompet
it
ion

Busi
nessesar
echangi
ngmar
ket
ingst
rat
egi
esbasedoni
nfor
mat
iont
heyf
indi
n

soci
almedi
afeedsf
rom t
hei
rcompet
it
ors.Bykeepi
nganey
eoncompet
it
ors,
thei
r

st
rengt
hsandweaknessescandet
ermi
net
hei
rmar
ket
ingef
for
ts.Thi
sgat
her
ed

i
nfor
mat
ionhel
pst
oimpl
ementt
hingst
hatmi
ghtbeneededt
oimpr
ovesuchas

soci
almedi
acampai
gns,
cont
est
s,gi
veaway
sort
ypesofcont
entt
hef
oll
ower
smay

ber
espondi
ngt
othemost
.

1.
1OBJECTI
VESOFTHESTUDY

I
. Toi
dent
if
ythev
ari
oust
ypesofbusi
nessusi
ngSoci
alMedi
aformar
ket
ing

I
I. Tost
udyt
hei
mpactofSoci
alMedi
aonBusi
nessPer
for
mance

I
II
. Tost
udyt
hei
mpactofv
ari
ousonl
i
nepr
omot
ional
act
ivi
ti
esont
hebr
and

v
isi
bil
i
ty.

I
V. Tost
udyper
for
manceofmi
croandsmal
lbusi
nessesaf
teri
ncl
usi
onof

soci
almedi
amar
ket
ing.

10
1.
2SCOPEOFTHESTUDY

Thescopeoft
hest
udyi
sli
mit
edt
ohowMi
croandSmal
lbusi
nessescanl
ever
age

soci
almedi
ato penet
rat
ethei
rmar
ket
s,r
each t
hei
rcust
omer
s and dev
elop

r
elat
ionshi
psi
naper
sonal
anddi
rectmannert
hatcancat
apul
tthei
rbr
andandr
aise

t
hei
rawar
enessassuccessf
ull
yatparwi
thanyl
argebusi
ness.Thest
udyal
so

t
hrowsl
i
ghtont
hei
nfl
uenceofsoci
almedi
aonconsumer
’sonl
i
nebuy
ingdeci
sions

andbehav
ior
.

1.
3REVI
EW OFLI
TERATURE

Soci
alMedi
aandi
tsI
mpactonConsumer
sBehav
iour

(
Eli
sabet
aIoanas,I
vonaSt
oica,2014)Technol
ogygi
vesconsumert
hepowert
o

i
nvest
igat
epr
oduct
stol
abelt
hem andcr
it
ici
zet
hem i
nequalmeasur
e,andmor
e.

Ther
efor
emanycompani
est
odayhav
epagesonsoci
alnet
wor
kst
ocompl
ement

t
hei
nfor
mat
ionhel
daboutpr
oduct
s,hel
dbyt
hef
eedbackofconsumer
sabout

pr
oduct
sandt
endt
orel
atemor
etoacompanyaf
terr
eadi
ngv
ari
ousr
evi
ews.

Soci
alMedi
aasaMar
ket
ingTool
:ALi
ter
atur
e

(
Abu Bashar
,Ir
shad Ahmad,Mohammad Wasi
q.Nov
ember2012)i
ntoday
’s

t
echnol
ogydr
ivenwor
ld,soci
alnet
wor
kingsi
teshav
ebecomeanav
enuewher
e

r
etai
l
erscanext
endt
hei
rmar
ket
ingcampai
gnst
oawi
derr
angeofconsumer
s.Chi

(
2011,46)def
inessoci
almedi
amar
ket
ingasa“
connect
ionbet
weenbr
andsand

consumer
s,whi
l
e of
fer
ing a per
sonalchanneland cur
rencyf
orusercent
ered

net
wor
kingandsoci
ali
nter
act
ion.

Bl
oggi
ngwi
l
lcont
inuet
oRul
e

Busi
nessbl
oggi
nghasseenamet
eor
icr
isei
nthel
astf
ewy
ear
s,andal
lsi
gnspoi
nt

11
t
othe t
rend cont
inui
ng i
nfor
ce i
n 2014.Unl
i
ke y
oursoci
albr
and pages,a

successf
ulbusi
nessbl
ogi
sapl
atf
ormt
oown,
andt
husshoul
dser
veast
hehubof

y
oursoci
alpr
esence.

Googl
ePl
uswi
l
lgr
aduat
efr
om GhostTownt
oMet
ropol
i
s

Googl
ePl
ushadasomewhatr
ockyst
art
,wi
thmanycal
l
ingi
taghostt
ownor

compl
aini
ngt
hati
twasbei
ngf
orceduponYouTubeuser
s,buti
t’
scomeal
ongway

si
nce.Accor
dingt
orecentr
esear
chf
rom Soci
alMedi
aExami
ner
,Googl
e+t
opst
he

l
i
stofsoci
alnet
wor
kst
hatmar
ket
erswantt
olear
nandmast
eri
n2014.

1.
4 RESEARCHMETHODOLOGY

Resear
chdesi
gn

Resear
chdesi
gni
sthesetofmet
hodsandpr
ocedur
esusedi
ncol
l
ect
ingandanal
ysi
ng

measur
esoft
hev
ari
abl
esspeci
fi
edi
nthepr
obl
em.

Resear
cht
ype:
Descr
ipt
iver
esear
chandExpl
anat
oryResear
ch

Dat
acol
l
ect
ion

Thet
askofdat
acol
l
ect
ion begi
nsaf
tert
her
esear
ch pr
obl
em hasbeen def
ined and
r
esear
chdesi
gnchal
kedout
.Whi
l
edeci
dingt
hemet
hodofdat
acol
l
ect
iont
obeusedf
or
t
hest
udy
,ther
esear
chershoul
dkeepi
nmi
ndt
wot
ypesofdat
avi
z.Pr
imar
yandsecondar
y
dat
a.
Dat
aty
pe:
Pri
mar
ydat
a

Sampl
edesi
gn

Sampl
esi
ze:
150

Responsesar
ecol
l
ect
edt
hroughonl
i
nesur
vey
.

12
 CHAPTER2DATAANALYSI
S

1
.User
sofSoci
alMedi
a

Tabl
e6.
1Smal
lBusi
nessesusi
ngSoci
alMedi
aforBusi
ness

Smal
l nesses Fr
Busi equency Per
cent Val
i
dPer
cent Cumul
ati
ve

usi
ngSoci
al Per
cent

Medi
a

f
orBusi
ness
No 35 35.
4 35.
4 35.
4

Val
i
d Yes 64 64.
6 64.
6 100.
0

Tot
al 99 100.
0 100.
0

Sour
ce:Resear
cher
sAnal
ysi
s

Fi
gur
e6.
1Smal
lBusi
nessUsi
ngSoci
alMedi
a

SMALLBUSI
NESSESUSI
NGSOCI
AL
MEDI
A
FORTHEI
RBUSI
NESS

35%
N
o
65% Ye
s

13
 2
.Ty
pesofbusi
nessusi
ngt
hesoci
almedi
a

Tabl
e6.
2Ty
peofbusi
ness

Ty
peofbusi
ness Fr cent Val
equencyPer i
d Cumul
ati
v
Per
cen ePer
cent
t
Customer
48 48.
5 48.
5 48.
5
servi
ce
Distr
ibuti
on 11 11.
1 11.
1 59.
6
Val
id
Manuf act
uri
ng 8 8.
1 8.
1 67.
7
Retail
ing 32 32.
3 32.
3 100.
0
Total 99 100.
0 100.
0
Sour
ce:ResearchersAnal
ysi
s

Thesamei
srepr
esent
edi
nPi
eChar
tbel
ow:
-

Fi
gur
e6.
2Ty
pesofBusi
ness

TYPESOF

Cust
omer
32

ser
vice
49

Di
str
ibut
ion

8
Manuf
act
uri
ng
11

14
 3
.Av
eragecust
omerpr
iort
ouseofsoci
almedi
a

Tabl
e6.
3Av
eragecust
omerpr
iorsoci
almedi
a

Aver
agecustomerpr
ior Fr
equency Per
ce Val
id Cumulat
ive
soci
almedi
a nt Per
cen Per
cent
t
morethan20038 38.
4 38.4 100.
0
150–200 7 7.
1 7.
1 7.
1
100–150 4 4.
0 4.
0 11.
1
Val
i
d 50–100 16 16.
2 16.
2 27.
3
l
esst
han50 34 34.
3 34.
3 61.
6

Tot
al 99 100.
0 100.
0
Sour
ce:Resear
cher
sAnal
ysis

Thesamei
srepr
esent
edi
nPi
eChar
tbel
ow:
-

Fi
gur
e6.
3Av
erageCust
omer
sPr
iorusi
ngSoci
alMedi
a

AVERAGECUSTOMERSPRI
ORTOSOCI
AL

7
4 100-
39 16 150-200
50-100

l
esst
han
34
mor
ethan

15
 4
.UseofEngagementt
ool
s:

Tabl
e6.
4UseofEngagementt
ool
s

Sr
.no Ty
peofsoci
almedi
a Yes No Tot
al
1 Facebook 60 4 64
2 Twi
tt
er 33 31 64
3 Yout
ube 20 44 64
4 Li
nkedi
n 31 33 64
5 Bl
og 20 44 64

6 Ot
her
s 15 49 64

Sour
ce:Resear
cher
sAnal
ysi
s

Fi
gur
e6.
4UseofEngagementTool
s

USEOFENGAGEMENTTOOLS
7
0 6

4
6 4 4
4 Yes
3133
s

33
espondent
Numberof

3
2 2
2 1 No
r

1 4
0

Facebook Twi
tt
er Yout
ube Li
nkedi
n Ot
her

16
 5
.Ini
ti
alI
nvest
ment

Tabl
e6.
5Ini
ti
alI
nvest
ment

I
nit
ial
Inv
est
ment Fr
equency Per
cent Val
id Cumulat
ive
Per
cent Per
cent
00-
05l
akhs 40 62.
5 62.
5 62.
5
05-
10l
akhs 6 9.
4 9.
4 71.
9
Val
i
d 10-
15l
akhs 4 6.
3 6.
3 78.
1
15-20l
akhs 14 21.
9 21.
9 100.
0
Total 64 100.
0 100.
0
Sour
ce:Resear
chersAnal
ysi
s

Fi
gur
e6.
5Ini
ti
alI
nvest
ment

I
NITI
AL

22 00-
05l
akhs

6 05-
10l
akhs

63
9

10-
15l
akhs

17
 6
.Obj
ect
iveofUsi
ngSoci
alMedi
a

Tabl
e6.
6Obj
ect
iveofUsi
ngSoci
alMedi
a

Obj
ect
ive of Usi ng Soci
alFr
equency Per
centVal
i centCumul
dPer at
ive
Medi
a Per
cent
Bui
ldcommuni t
y 2 3.
1 3.
1 3.
1
Customerserv
ice 6 9.
4 9.
4 12.
5
Generat
eleads 7 10.
9 10.
9 23.
4
Val
i
d Platf
orm to hi
ghl
i
ght
brand 44 68.
8 68.
8 92.
2
development
/ne
ws
Research 5 7.
8 7.
8 100.
0
Total 64 100.
0 100.
0
Sour
ce:Researcher
sAnal
ysi
s

Fi
gur
e6.
6
7.Fr
equencyofusi
ngSoci
alMedi
a

Tabl
e6.
7Fr
equencyofUsi
ngSoci
alMedi
a

OBJECTI
VEOFUSI
NGSM

Bui
l
d communi
ty
8%3%
9%

Cust
omer ser
vice
11%
Gener
atel
eads

Plat
for
mtohighl
ightbr
and
devel
opment
/news
69% Resear
ch

18
 Fr
equency of usi
ng Soci
alFr
equency Per
cent Val
i centCumul
dPer at
i
Medi
a ve
Per
cent
No 1 1.
6 1.
6 1.
6
Somet
imes 22 34.
4 34.
4 35.
9
Val
i
d Yes 41 64.
1 64.
1 100.
0

Tot
al 64 100.
0 100.
0

Sour
ce:Resear
cher
sAnal
ysi
s

Fi
gur
e6.
7Fr
equencyofUsi
ngSoci
alMedi
a

FREQUENCYOFUSI
NG

N
34

Somet
im

64
Ye

19
 8
.Useofot
hermedi
aal
ongwi
thSoci
alMedi
a

Tabl
e6.
8Ot
herMedi
ausedal
ongwi
thSoci
alMedi
a

Ot
herMedi
aused Fr cent Val
equency Per id Cumulat
ive
Per
cent Per
cent
No 31 48.
4 48.
4 48.
4
Val
i
d Yes 33 51.
6 51.
6 100.
0
Total 64 100.
0 100.
0
Sour
ce:Resear
chersAnal
ysi
s

Fi
gur
e6.
8Ot
herMedi
aUsed

OTHERMEDI
A

N
48
52

Ye

20
 9
.UseofOr
gani
zedPr
omot
ional
deal
s

Tabl
e6.
9Or
gani
zeddeal
spr
omot
ion

Organised Promot
ion Fr cent Val
equency Per id Cumul
ati
ve
deals Per
cent Per
cent
May be i n
29 45.
3 45.
3 45.
3
fut
ure
Val
id No 10 15.
6 15.
6 60.
9
Yes 25 39.
1 39.
1 100.
0
Total 64 100.
0 100.
0
Sour
ce:Researcher
sAnal
ysi
s

Fi
gur
e6.
9

ORGANI
SEDDEALS

39 Maybei
n
45
No

16

21
 1
0.UseofSoci
alMedi
aforCampai
gni
ng

Tabl
e6.
10Campai
gnusi
ngsoci
almedi
a

Campaigns Frequency Per

cent Val
id Cumul
ati
ve
usi
ng social Per
cent Per
cent
media
No 33 51.
6 51.
6 51.
6
Val
i
d Yes 31 48.
4 48.
4 100.
0
Total 64 100.
0 100.
0
Sour
ce:Researcher
sAnaly
sis

Fi
gur
e6.
10Campai
gnUsi
ngSoci
alMedi
a

CAMPAI
GNUSI
NG

48
52

No
Yes

22
 1
1.Fr
equencyofUpdat
es

Tabl
e6.
11Fr
equencyofupdat
es

Fr
equencyofupdat
es Fr
equency Per
cent Val
id Cumulat
ive
Per
cent Per
cent
1postaday 28 43.
8 43.
8 43.
8
1postev
ery1-
2day
s 23 35.
9 35.
9 79.
7
Val
i
d 2-
3post
saday 6 9.
4 9.
4 89.
1
Mor et
han3post
saday 7 10.
9 10.
9 100.
0
Total 64 100.
0 100.
0
Sour
ce:Resear
cher
sAnal
ysi
s

Fi
gur
e6.
11Fr
equencyofUpdat
es

FREQUENCYOF

1postaday
11

44 1postev
ery1-
2days
2-
3post
saday
36

23
 1
2.I
ncr
easei
nRev
enue

Tabl
e6.
12I
ncr
easei
nRev
enue

I
ncr
easei
nRev
enue Fr
equency Per
cent Vali
d Cumulat
ive
Percent Per
cent
10% 18 28.
1 28.1 28.
1
No 4 6.
3 6.
3 34.
4
Notmeasur
ed 21 32.
8 32.
8 67.
2
Val
i
d
upt
o25% 17 26.
6 26.
6 93.
8
upt
o50% 4 6.
3 6.
3 100.
0
Tot
al 64 100.
0 100.
0
Sour
ce:Resear
cher
sAnal
ysi
s

Fi
gur
e6.
12I
ncr
easei
nRev
enue

I
NCREASEI
N

6 10

28
N
27

Not
6
upt
o

33 upt
o

24
 1
3.Benef
it
stoBusi
ness

Tabl
e6.
13Benef
ici
alt
oBusi
ness

Benef
icial
to Fr
equency Per
cent Val
i
dPer
cent Cumulat
ive
business Percent

Maybe 22 34.
4 34.
4 34.
4

No 4 6.
3 6.
3 40.
6
Val
i
d
Yes 38 59.
4 59.
4 100.
0

Tot
al 64 100.
0 100.
0
Sour
ce:Resear
cher
sAnal
ysi
s

Fi
gur
e6.
13Benef
ici
alt
oBusi
ness

I
SSOCI
ALMEDI
ABENEFI
TIALTO

Maybe
35

59 No

25
 1
4.Measur
ementofSuccess

Tabl
e6.
14Measur
ementofSuccess

Measur
ementofSuccess Fr cent Val
equency Per id Cumul
ati
ve
Per
cent Per
cent
Brandvisibi
lit
y 9 14.
1 14.
1 14.
1
Changei nsentiment 2 3.
1 3.
1 17.
2
Generati
ngl eads 5 7.
8 7.
8 25.
0
Sales 25 39.
1 39.
1 64.
1
Val
id Speci f
ic par ameter
s
vi
z. Li kes, Peopl e
23 35.
9 35.
9 100.
0
Talki
ng about t his,
Comment s,
I
mpr essions,views,
etc.
Total 64 100.
0 100.
0
Sour
ce:Resear chersAnalysi
s

Fi
gur
e6.
14Measur
ementofSuccess

Measur
ementofSuccess
Br
andv
isi
bil
i
ty

3.1 Changei
n
senti
ment
35.
7. Gener
ati
ng

Sal
e

39. Speci
fi
cpar
amet
ersv
iz.Li
kes,
Peopl
e

Tal
ki
ngaboutt
his,

26
 1
5.Soci
alMedi
aInv
est
ment

Tabl
e6.
15Soci
alMedi
aInv
est
ment

Soci
alMedi
aInv
est
mentFr
equency Per
cent Val
i
dPer
cent Cumul
ati
ve
Per
cent

Upt
o10% 7 10.
9 10.
9 10.
9

Upt
o20% 12 18.
8 18.
8 29.
7

Val
i
d Upt
o5% 27 42.
2 42.
2 71.
9

zer
oinv
est
ment18 28.
1 28.
1 100.
0

Tot
al 64 100.
0 100.
0
Sour
ce:Resear
cher
sAnal
ysi
s

Fi
gur
e6.
15Soci
alMedi
aInv
est
ment

SOCI
ALMEDI
A

Upt
o
11

28
Upt
o
19

Upt
o

zer
o
42

27
 CHAPTER3FI
NDI
NGSANDRECOMMENDATI
ONS

FI
NDI
NGS

1. Thet
abl
eindi
cat
est
hatoutof99onl
i
ner
espondent
s35wer
efoundnott
o

beusi
ngsoci
almedi
aforbusi
nessand64wer
eusi
ngsoci
almedi
a

2. The t
abl
eindi
cat
es t
hatoutoft
he 99 r
espondent
s 48 per
tai
ned t
o

cust
omerser
vice,32per
tai
nedt
oret
ail
i
ngandsoonwhi
chi
ndi
cat
est
he

useofsoci
almedi
aismaxi
mum i
n-ser
vicei
ndust
ryand mi
nimum i
n

di
str
ibut
ion.

3.Thet
abl
eshows38r
espondent
shadcust
omer
smor
ethan200and34

r
espondent
shadcust
omer
slesst
han50whi
chi
ndi
cat
est
hev
ari
ancei
n

t
hescal
eofbusi
nessmaybeduet
ovar
iousf
act
orssuchast
ypeof

busi
ness,
star
tuporanyot
herr
eason

4. The t
abl
e shows t
hat44 r
espondent
s ar
e usi
ng soci
almedi
afor

hi
ghl
i
ght
ingbr
andand7r
espondent
sforgener
ati
ngl
eadswhi
chi
ndi
cat
es

t
hemai
npur
poseofusi
ngsoci
almedi
aishi
ghl
i
ght
ingal
lthei
nfor
mat
ion

aboutt
hei
rpr
oductorser
viceandi
ncr
easebr
andawar
enessandv
isi
bil
i
ty.

5. The t
abl
e shows t
hat44 r
espondent
s ar
e usi
ng soci
almedi
afor

hi
ghl
i
ght
ingbr
andand7r
espondent
sforgener
ati
ngl
eadswhi
chi
ndi
cat
es

t
hemai
npur
poseofusi
ngsoci
almedi
aishi
ghl
i
ght
ingal
lthei
nfor
mat
ion

aboutt
hei
rpr
oductorser
viceandi
ncr
easebr
andawar
enessandv
isi
bil
i
ty.

6. Thet
abl
eshowst
hat41r
espondent
sar
eusi
ngsoci
almedi
afr
equent
ly

andonl
yoner
espondenthasdeni
edi
twhi
chcl
ear
lyi
ndi
cat
est
hatt
he

f
requencyt
oengagewi
thsoci
almedi
atool
sismor
eandt
husi
tcanbe

28
 usedt
ospr
eadbr
andv
isi
bil
i
ty

7. Thet
abl
eshowst
hat31outof64r
espondent
sdonotuseot
hermedi
a

and33outof64useot
hermedi
asuppl
ement
ingsoci
almedi
awhi
ch

showst
hatal
most50% r
espondent
suset
radi
ti
onalmedi
aal
ongwi
th

soci
almedi
a

8.Thet
abl
eshowst
hat29r
espondent
ssai
dthatt
heymi
ghtor
gani
zedeal
s

andpr
omot
ioni
nfut
ureandcl
oset
othese25r
espondent
shav
esai
dyes

whi
ch i
ndi
cat
es t
hati
tist
he ol
destand t
est
ed met
hod t
o at
tr
act

cust
omer
s.

29
 RECOMMENDATI
ONS

Soci
almedi
ahasmat
uredt
othepoi
ntwher
emar
ket
ersar
enol
ongeraski
ng

whet
heri
tshoul
dbepar
toft
hei
rmar
ket
ingmi
xbuthow andwher
etheyshoul
d

par
ti
cipat
e.Acl
earst
rat
egyf
ort
hechanneli
snow necessar
y.Thel
ow ext
ernal

cost
sofdoi
ng soci
almedi
acan l
ullbusi
nessowner
sint
o cr
eat
ing t
hei
rown

sol
uti
ons.Howev
er,consi
der
ingt
het
imespentdebat
ing,f
ormul
ati
ng,managi
ng

andexecut
ingsoci
almedi
acampai
gnsandcr
eat
ingcont
ent
smakesi
tcl
eart
hat

moneyi
satst
akeandawel
l
-thought
-outpl
ani
snecessar
y.I
nst
eadofr
esear
chi
ng

t
he bestway
sto engage i
nthe soci
alnet
wor
ks and/
orr
eachi
ng outt
o an

exper
ienced per
son i
nthe mar
ket
place,many busi
nesses j
ustst
artcr
eat
ing

account
sandput
ti
ngoutcont
entwi
thoutmuchofapl
anorpur
pose.Ani
mpor
tant

par
tofanef
fect
ivesoci
almedi
apl
ani
sdeci
dingt
hef
oll
owi
ng:

1.Thebr
andmessaget
obeknownt
hrought
hesoci
almedi
aspace.

2.Thecompet
it
ivedi
ff
erencesanduni
quequal
i
tiesandcapabi
l
iti
est
hat

ar
ewor
thyofcommuni
cat
ingaboutbusi
nessv
iat
hesoci
alnet
wor
ks.

3.I
ntegr
atesoci
almedi
aint
oot
hermar
ket
ingef
for
ts.

30
 CHAPTER4-CONCLUSI
ON

Or
gani
zat
ionsneed t
o car
eful
l
yconsi
derhow t
heycan cr
eat
ea soci
almedi
a

exper
iencet
hati
suni
quet
othei
rbr
and,of
fer
scust
omerv
alueandexpl
oit
sthe

poweroft
hesoci
alcommuni
ty.Thus,
itcanbeconcl
uded:

1.
‘
Highpopul
ari
tydoesnoti
mpl
yhi
ghi
nfl
uenceandv
ice-
ver
sa’Soci
almedi
aisan

emer
gingi
ndust
ryandl
i
keanyot
heri
ndust
ryi
tisgoi
ngt
hroughachur
nbef
orebest

pr
act
ices.Att
hispoi
ntoft
ime,t
her
ear
esev
eralt
ool
swhi
chgi
veanaut
omat
ed

i
nfl
uencescor
ebutaccur
acyoft
hesei
sst
il
laquest
ionmar
kforsev
eral
reasons.

2.
Ther
ear
enocr
edi
bleway
stomeasur
eret
urnoni
nvest
menti
nsoci
almedi
a.

Theyalsocont
endther
eisnodef
ini
ti
vedat
ashowingt
hatsoci
almedi
acreat
esbusiness,or
thatthenumberoffol
lower
syouhaveonTwitt
erorfr
iendsonFacebooktransl
atesinto
revenue.

3.
Bot
htr
adi
ti
onalandsoci
almedi
ahav
est
rongef
fect
sonmar
ket
ingper
for
mance,

t
houghasi
ngl
euni
tofsoci
almedi
ahasamuchsmal
l
eref
fectt
hanasi
ngl
euni
tof

t
radi
ti
onalmedi
a.Howev
er,
becausesoci
almedi
aiscr
eat
edi
nlar
gerv
olumest
han

t
radi
ti
onalmedi
a,i
thasasi
zeabl
eef
fectonper
for
mance(
i.
e.,
soci
almedi
aishi
gh-

v
olume,
low-
mar
gin,
wher
east
radi
ti
onal
medi
aisl
ow-
vol
ume,
high-mar
gin)
.

4.
Soci
almedi
aisn’
taboutst
ati
sti
csofhar
dnumber
s(l
i
kes,post
s,comment
s,

numberofv
isi
tor
s,l
i
nks)
.It
’saboutgood,
old-
fashi
onedr
elat
ionshi
pbui
l
ding.

5.
Wit
hsoci
almedi
aev
olv
ingatani
ncr
edi
blespeed,i
t’
svi
tal
l
yimpor
tantf
ormi
cro

andsmal
lbusi
nessest
ost
ayont
opoft
hechangesi
nor
dert
ogett
hemostv
alue

f
rom t
hei
rsoci
almar
ket
ingi
nit
iat
ivesandi
nvest
ment
s

31
 BI
BLI
OGRAPHY

1.ht
tp:
//deci
dedl
ysoci
al.
com/
13-
types-
of-
soci
al-
medi
a-pl
atf
orms
-
and-count
ing/
#st
hash.
pyL7j
2Q8.
dpuf

2.ht
tp:
//en.
wiki
pedi
a.or
g/wi
ki
/Soci
al_
medi
a

3.ht
tp:
//hei
dicohen.
com/
soci
al-
medi
a-def
ini
ti
on/

4.ht
tp:
//t
ejas-
ii
mb.
org/
int
erv
iews/
31.
php#qn-
1

5.ht
tp:
//what
is.
techt
arget
.com/
def
ini
ti
on/
soci
al-
medi
a

6.ht
tp:
//www.
busi
nessdi
cti
onar
y.com/
def
ini
ti
on/
mar
ket
ing.
html
#ixzz30RXhYl
v

7.ht
tp:
//www.
ent
repr
eneur
.com/
art
icl
e/233572

8.ht
tp:
//www.
busi
nessnewsdai
l
y.com/
5782-
soci
al-
medi
a-mar
ket
ing.
html

9.ht
tp:
//www.
theguar
dian.
com/
smal
l
-busi
ness-
net
wor
k/2014/
apr
/16/
soci
al-
medi
asmes-
growth

10.
htt
p:/
/www.business2communi t
y.com/soci
al-
medi
a/st
ate-
soci
al-
medi
a-
small
busi
ness-
infographi
c-0862141#!H74Bm

11.
htt
p:/
/bl
og.
hubspot
.com/
mar
ket
ing/
18-
fr
esh-
stat
s-about
-soci
al-
medi
a-mar
ket
ing

32
 ANNEXURE

1.
By begi
nni
ng t
he sur
vey
,you acknowl
edge t
haty
ou hav
eread t
his

i
nfor
mat
ionandagr
eet
opar
ti
cipat
eint
hisr
esear
ch,wi
tht
heknowl
edget
hat

y
ouar
efr
eet
owi
thdr
awy
ourpar
ti
cipat
ionatanyt
imewi
thoutpenal
ty.

*Sel
ectonl
yone.

a.
Yes,
Iwoul
dli
ket
opr
oceed

b.
No,
Iwoul
dnotl
i
ket
opar
ti
cipat
eint
hisst
udy
.St
opf
il
li
ngoutt
hisf
orm.
Sect
ionA

Demogr
aphi
cdet
ail
s

2.Pl
easei
ndi
cat
eyourgender

a)Mal
e

b)Femal
e

c
)Ot
her

3.Whati
syourage?

a)18t
o24y
ear
s

b)25t
o34y
ear
s

c)35t
o44y
ear
s

33
d)45t
o54y
ear
s

e)55t
o64y
ear
s

f
) 65orol
der

3.Pl
easei
ndi
cat
ethel
evel
ofeducat
iony
ouachi
eved

a)Noschool
i
ngcompl
eted

b)Nur
ser
yschool
to8t
hgr
ade

c
)Somehi
ghschool
nodi
ploma

d)Hi
ghschool
graduat
e,di
plomaort
heequi
val
ent(
forexampl
e:GED)

e)Tr
ade/
techni
cal
/vocat
ional
trai
ning

f
) Bachel
or’
sdegr
ee

g)Mast
er’
sdegr
ee

h)Pr
ofessi
onal
degr
ee

i
) Doct
orat
edegr
ee

4.
Mar
it
alSt
atus:
Whati
syourmar
it
alst
atus?

a)Si
ngl
e,nev
ermar
ri
ed

b)Mar
ri
edordomest
icpar
tner
shi
p

c
)Wi
dowed

d)Di
vor
ced

e)Separ
ated

34
 5.
Pleasei
ndi
cat
eyourcur
rentempl
oymentst
atus

a)Empl
oyedf
orwages

b)Sel
f-
empl
oyed

c
)Outofwor
kandl
ooki
ngf
orwor
k

d)Outofwor
kbutnotcur
rent
lyl
ooki
ngf
orwor
k

e)Ahomemaker

f
) Ast
udent

g)Ret
ir
ed

h)Unabl
etowor
k

6.
Pleasei
ndi
cat
etheci
tyofy
ourr
esi
dence

7.
Doy
ouhav
eanaccountonanysoci
almedi
a/net
wor
kingwebsi
te?

a)Yes

b)NoSt
opf
il
li
ngoutt
hisf
orm.

Sect
ionB

(
Inf
ormat
ionabouty
oursoci
almedi
a/net
wor
kingpar
ti
cipat
ion)

8.
Forhowl
onghav
eyoubeenusi
ngsoci
almedi
asi
tes?

a)Lesst
han1mont
h
b)1–6mont
hs

c
)6mont
hs–1y
ear

d)1–2y
ear
s

e)2–3y
ear
s

f
) Mor
ethan3y
ear
s

35
9.Howwoul
dyoudescr
ibey
ourl
ogi
npat
ter
nonsoci
almedi
a/net
wor
kingsi
tes?

a)Al
way
sconnect
ed

b)Sev
eral
timesaday

c
)Oncei
naday

d)Ev
eryt
hreeday
s4

e)Oncei
naweek

f
) Occasi
onal
l
y

10.
Whi
chsoci
almedi
asi
tesdoy
ouexpl
ore?(
Sel
ectasmanyasappl
i
cabl
e)*

Ti
ckal
lthatappl
y.

a)Twi
tt
er

b)Facebook

c
)Li
nkedi
n

d)Googl
epl
us

e)Bl
ogs

f
) Pi
nter
est

g)Four
squar
e

h)Ot
her
:

11.Doy
ouexper
ienceconcer
nregar
dingt
heconf
ident
ial
i
tyandpr
ivacyof
y
ourper
sonal
inf
ormat
ion?

a)St
rongl
yAgr
ee
b)Agr
ee

c
)Neut
ral

d)Di
sagr
ee

e)St
rongl
yDi
sagr
ee

36
12.Whati
sthePur
poseofusi
ngsoci
almedi
a/net
wor
kingsi
tes?(
sel
ectas

manyasappl
i
cabl
e)*Ti
ckal
lthatappl
y.

a)Connect
ingwi
thf
ami
l
yandf
ri
ends

b)Pl
ayi
nggamesandcont
est
s

c
)Exchangi
ngv
iewsaboutt
hepr
oductandser
vices

d)Foronl
i
neof
fer
sanddi
scount
sonpr
oduct
sandser
vices4

e)Updat
ingpr
ofi
l
eonsoci
almedi
a/net
wor
kingsi
tes

f
) Unspeci
fi
edf
un

g)Shar
ing/
consumi
ngcont
ent

h)Ti
me-
kil
l
ing

i
) Debat
ing

j
)Inf
ormat
ion

k
)Soci
ali
zi
ng

l
) Ot
her
: _

13.
Howi
mpor
tantdoy
out
hinksoci
almedi
aisf
ory
oursoci
all
i
fe?

a)Ver
yimpor
tant

b)I
mpor
tant

c
)Neut
ral

d)Somewhatnoti
mpor
tant

e)Noti
mpor
tantatal
l

37
 Sect
ionC

(
Impactofsoci
almedi
amar
ket
ingony
ourbuy
ingdeci
sionsandy
ourexper
ienceof
onl
i
nepur
chasi
ng)

14.Howof
tendoy
ouconsi
deropi
nion/
rev
iewspost
edonsoci
al

medi
a/net
wor
kingsi
tesf
orbuy
ingdeci
sions?

a)Al
way
s

b)Mostof
ten

c
)Somet
imes

d)Rar
ely

e)Nev
er

15.Whatat
tract
syout
owar
dsbr
andt
hroughsoci
almedi
a/net
wor
king

mar
ket
ing?(
sel
ectasmanyasappl
i
cabl
e)*Ti
ckal
lthatappl
y.

a)Pr
omot
ional
off
erssuchasdi
scount
sandcoupons

b)Br
andi
nfor
mat
ion

c
)Fact
sandf
act
oids

d)Br
andi
nvi
tat
ion

e)Fr
iendsi
nvi
tat
ion

f
) Loy
alt
ytowar
dsbr
and

g)Ot
her
:

16.
Whi
chonl
i
ner
etai
l
erdoy
oupr
efert
oshopf
rom?(
Sel
ectasmanyas

appl
i
cabl
e)*Ti
ckal
lthatappl
y.

a)My
ntr
a.com

b)Fl
i
pkar
t.
com

38
 c
)Amazon.
i
n

d)Jungl
ee.
in

e)Yebhi
.com

f
) Fr
eecul
tur
e.com

g)100best
buy
s.com

h)Ebay
.i
n

i
) Smal
lscal
enon-
brandedsel
l
ers

j
) Snapdeal
.
com

k
)Zov
i.
com

17.Fr
om wher
edi
dyouhearaboutt
heonl
i
ner
etai
l
ery
ousel
ect
edi
nthe

abov
equest
ion?
(Sel
ectasmanyasappl
i
cabl
e)*Ti
ckal
lthatappl
y.

a)Soci
alnet
wor
king/
medi
a

b)Bl
ogs

c
)Fr
iends/
fami
l
ymember
s

d)Googl
eort
hroughot
hersear
chengi
nes

e)TV/Radi
oadv
ert
isement
s

f
) Banner
s/Post
ers

g)Ot
her
:

18.Whatisthelev
eloft
rustyouhav
eininfor
mationononl
i
nemar
ket
ingf
rom
personal
sources(f
amil
y,f
ri
endsandthei
rconnecti
ons)
?

a)Ver
ylow

b)Low

c
)Av
erage

d)Hi
gh

e)Ver
yhi
gh

39
19.
Whati
sthel
evel
oft
rusti
ninf
ormat
ionononl
i
nemar
ket
ingf
rom out
side

sour
ces(
communi
ty,
brandpr
ofi
l
es)
?

a)Ver
ylow

b)Low

c
)Av
erage

d)Hi
gh

20.Doy
out
hinkadv
ert
isement
sappear
ingony
oursoci
almedi
apr
ofi
l
ear
e

r
elev
antf
ory
ou?

a)St
rongl
yagr
ee

b)Agr
ee

c
)Indi
ff
erent

d)Di
sagr
ee

e)St
rongl
ydi
sagr
ee

21.
Howf
requent
lydoy
oucl
i
ckont
headv
ert
isement
sseenonsoci
almedi
a

(
int
ermsofaccessi
ngt
hesi
teorbuy
ingt
hepr
oduct
)?

a)Al
way
s

b)Mostof
ten

c
)Somet
imes

d)Rar
ely

e)Nev
er

40
22.Howf
requent
lydoy
oupur
chasepr
oduct
s/ser
vicebasedont
he

adv
ert
isementcl
i
cked?

a)Al
way
s

b)Mostof
ten

c
)Somet
imes

d)Rar
ely

e)Nev
er

23.
Howwoul
dyour
atet
heexper
ienceofshoppi
ngonl
i
ne?

a)Hi
ghl
ysat
isf
ied

b)Sat
isf
ied

c
)Neut
ral

d)Notsosat
isf
ied

e)Di
ssat
isf
ied

24.
Whatmodeofpay
mentdoy
oucommonl
yuse?Ti
ckal
lthatappl
y.

a)Cr
edi
tCar
d

b)Debi
tCar
d

c
)Shoppi
ngCar
ds

d)NetBanki
ng

e)Cashondel
i
ver
y

25.
Arey
ousat
isf
iedwi
thpr
oductpur
chase/
ser
vicesav
ail
ed?

a)Hi
ghl
ysat
isf
ied

b)Sat
isf
ied

c
)Neut
ral

41
 d)Notsosat
isf
ied

e)Di
ssat
isf
ied

26.
Arey
ousat
isf
iedwi
tht
heaf
ter
sal
esser
vicesonpr
oduct
spur
chaseonl
i
ne?

a)Al
way
s

b)Mostof
ten

c
)Somet
imes

d)Rar
ely

e)Nev
er

27.How manyt
imeshav
eyou post
ed y
ourgr
iev
ance/
compl
aint
son t
he

r
etai
l
er’
swebsi
te/soci
alnet
wor
kingpage?

a)Al
way
s

b)Mostof
ten

c
)Somet
imes

d)Rar
ely

e)Nev
er

28.Pl
ease i
ndi
cat
e y
our agr
eement
/di
sagr
eement wi
th t
he f
oll
owi
ng

st
atement-“
Soci
alnet
wor
king/
medi
ahasi
ncr
easedmyf
requencyofbuy
ing

pr
oduct
sonl
i
neoruseofonl
i
neser
vices.
”

a)St
rongl
yagr
ee

b)Agr
ee

c
)Indi
ff
erent

d)Di
sagr
ee

e)St
rongl
ydi
sagr
ee

180
150