ROLE OF SOCIAL MEDIA MARKETING IN BRAND PROMOTION

Project Report Submitted in Partial

fulfilment of the requirement for the award of Degree of

MASTER OF BUSINESS ADMINISTRATION (MBA)

Submitted by
Name: BARBIE BORDOLOI
Reg. No: 2114101153

Under the guidance of

Wg Cdr ABHIJIT GOKHALE
Guide Reg. No: ………………………

MANIPAL UNIVERSITY JAIPUR (MUJ)

DIRECTORATE OF ONLINE EDUCATION

MARCH 2023
 ACKNOWLEDGEMENT

In this project, I have made an honest and dedicated attempt to make the Project Report so
easy to understand for a person who is willing to get knowledge about the “Role of Social
Media Marketing in Brand Promotion” I am deeply indebted to my lecturers & my faculties
who gave me opportunity of making project report. I am also thankful to my Project supervisor
Wg Cdr ABHIJIT GOKHALE for his kind support & suggestion for making project report.

Signature:

Name of the Student: Barbie Bordoloi

i
 BONAFIDE CERTIFICATE

Certified that this project report titled “Role of Social Media Marketing in Brand
Promotion” is the Bonafide work of “Ms. BARBIE BORDOLOI” who carried out the project
work under my supervision in partial fulfilment of the requirements for the award of the MBA
degree.

SIGNATURE

Name of the Guide Wg Cdr ABHIJIT GOKHALE

Guide Registration Number

ii
 DECLARATION BY THE STUDENT

I, Barbie Bordoloi bearing Reg. No. 2114101153 hereby declare that this project report
entitled (Role of Social Media Marketing in Brand Promotion) has been prepared by me
towards the partial fulfilment of the requirement for the award of the Master of Business
Administration (MBA) Degree under the guidance of Wg Cdr ABHIJIT GOKHALE

I also declare that this project report is my original work and has not been previously submitted
for the award of any Degree, Diploma, Fellowship, or other similar titles.

Place: Guwahati Name of the Student: Barbie Bordoloi

Date: 23/04/2023 Reg. No. 2114101153

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 EXECUTIVE SUMMARY

Title: Role of Social Media Marketing in Brand Promotion

Objectives of the Study:

The study's overarching goal is to better understand how consumers behave when shopping online
so that E-marketers will have a better idea of how to build a solid foundation for their companies.
In addition, the following goals are prioritised:

1. To study the importance of social media and how companies can use social media as an
important tool to reach out to their customers.
2. To study the effect of social media marketing on the buying decisions of customers.
3. Understand your target market's point of view and activities. Think demographics,
psychographics and past purchases, as well as interests and priorities.

Research Methodology:

The goal of the research is to determine how important social media marketing is for boosting
product awareness. The information will be analysed using a qualitative approach. We will use
both primary and secondary sources to compile our data. The research will be descriptive in nature.

Research Design

The study will be carried out using a descriptive research approach. In descriptive research, the
focus is on characterising the features of a specific person or group. Descriptive research includes

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any study in which precise predictions are made based on narration of facts and features related to
a certain group or scenario.

The major findings of the study are:

• There were 21% who agreed and 14% strongly agreed that they find new trends and brands
on social media.
• Twenty-one percent of those polled agreed, with ten percent strongly agreeing, that seeing
an advertising for a new brand on social media makes them more inclined to try it.
• About a quarter of respondents agree, and about a third strongly agree, that they check
online reviews before making a purchase.
• Three-fifths of respondents agree, and one-fifth strongly agree, that they trust the
companies displayed or promoted on social media.
• When asked whether people get thrilled when they see certain goods highlighted on social
media, 25% agreed, and 10% strongly agreed.

Suggestions:

• To make consumers feel like a part of the business, brands may be more engaged with
them. This can result in more customer insights and evaluations and feedback.
• More positive customer experiences may be shared by brands so that prospects and those
who are already intending to purchase can better connect to each other.
• Brands must demonstrate their greater clout by becoming more viral on social media.
• Choosing social media influencers is crucial; they must be able to engage with consumers
on a personal level, knowing what they want and need.
• Regular updates should be made to advertisements.

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 LIST OF TABLES

Table no. Title Page

1 Analysis of Gender 43
2 Family Structure of the Respondents 44
3 Age of the Respondents 45
4 Educational qualification of the Respondents 46
5 Marital Status of the Respondents 47
6 Occupation of the Respondents 48
7 Annual Family Income of the Respondents 49
8 Social Media Accounts used by Respondents. 50
9 How many influencers do you follow? 52
10 I pay attention to online advertising. 53
11 I have made any purchases after seeing internet ads. 54
12 I discover New Trends and Brands on social media. 55
13 Made purchases influenced by advertisements seen on social media. 56
14 Less likely to trust a product review if it is sponsored content 57
15 Try a new brand if the advertisement is displayed on social media. 58
16 I seek out reviews on internet before making a purchase. 59
17 The information from SNS is always up to date. 60
18 Using SNS helps me to connect with others instantaneously. 61
19 I trust the brands that are featured / advertised on SNS. 62
20 I feel excited when I see some products featured on social media. 63

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 LIST OF FIGURES

Figure no. Title Page

1 Analysis of Gender 43
2 Family Structure 44
3 Age 45
4 Educational qualification 46
5 Marital Status 47
6 Occupation 48
7 Annual Family Income 49
8 Social Media Accounts used by Respondents. 50
9 How many influencers do you follow? 52
10 I pay attention to online advertising. 53
11 I have made any purchases after seeing internet ads. 54
12 I discover New Trends and Brands on social media. 55
13 Made purchases influenced by advertisements seen on social media. 56
14 Less likely to trust a product review if it is sponsored content 57
15 Try a new brand if the advertisement is displayed on social media. 58
16 I seek out reviews on internet before making a purchase. 59
17 The information from SNS is always up to date. 60
18 Using SNS helps me to connect with others instantaneously. 61
19 I trust the brands that are featured / advertised on SNS. 62
20 I feel excited when I see some products featured on social media. 63

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 TABLE OF CONTENT

Chapter TOPIC Pg.no

1. Introduction 1-16

2 Objectives of the Study 17

3 Review of Literature 18-40

4 Research Methodology 41-42

5 Data Analysis and Interpretation 43-63

6 Results and Discussion 64-66

7 Suggestions/Recommendations 67

8 Limitations and Scope of Future Research 68-69

9 Conclusion 70

Bibliography 71-73

Annexure 74-78

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ix
 CHAPTER 1

INTRODUCTION

1.1 Introduction

When it comes to connecting with potential and existing consumers, social media marketing has
emerged as the most effective method available. Social media has given businesses new avenues
to connect with customers by replacing conventional methods of marketing. The channel through
which customers and marketers communicate has changed as a result of the Internet, especially
social media. Today's businesses can connect with consumers all over the globe with just a single
click thanks to the internet and numerous social media platforms. As a result of internet
technology, consumers may now search for a product on the web, read reviews, and see how other
customers rate it before making a purchase.

Social media alters the way vendors and consumers communicate with one another. Consumers'
purchasing decisions are influenced by e-commerce. The use of social media to communicate and
share information about products and services has created a new platform. Since the majority of
customers use the internet and online social media platforms, analysing consumer behaviour is
essential for marketing products and services. To launch and sell goods, social media has become
an essential medium. It has also become a tool for conducting surveys. For promotional efforts,
social media has become an essential marketing tool. As a result, understanding how social media
affects customer behaviour becomes imperative.

Because of the difficulties of today's industry, companies are trying to acquire new clients while
also retaining and inspiring the loyalty of their existing ones. As a result, just satisfying customers
isn't enough; instead, marketers must work harder and harder to increase consumer loyalty. As a
result, the goal is to build long-term connections with clients and beneficiaries in order to reduce
customer churn and increase customer retention. To this end, the company's profitability and
market share will be ensured (Osman, Hemmington, & Bowie, 2009; Yoo, 2008). Markets
nowadays are swamped with items that don't seem to be much different from one other in terms of
physical appearance. As a result, differentiating goods and services by establishing a distinctive
brand is critical. Customers' safety and social and financial hazards are reduced by the use of well-

1
known brands. These dangers are taken into account while deciding whether or not to purchase a
product (Doaei, Kazemi, & Hosseini Robat, 2011). Thus, a competitive advantage for the
organisation is achieved in the market (Lee & Back, 2010; Low, & Bloisb, 2002). In today's
competitive business environment, organisations are attempting to stay afloat by focusing on
customer happiness and increasing sales and profits via market research and identification of client
demands. An effective strategy for reaching the above goals is to examine the marketing mix
notion in any kind of organisation. A company's management and decision-makers have power
over a number of marketing factors that affect brand loyalty, such as the marketing mix. Decision-
makers at the firm will have an easier time deciding how to use the marketing mix components in
order to maximise brand value and maintain profit stability if the linkages between these factors
and brand loyalty, in particular its characteristics, are well defined. In order to achieve these goals,
the right marketing mix is essential in putting corporate marketing plans into action (Khodadad
Hosseini & Rezvani, 2009).

Brand loyalty is crucial in the mobile phone industry since consumers in this market often base
their purchase decisions on the name of the product or service they are considering. Researching
what factors contribute to brand loyalty in such markets is important since branding plays such a
significant role in the country's economy and because the importance of brand loyalty in the mobile
phone industry cannot be ignored.

In India's competitive spice industry, success depends on maintaining customer connections and
increasing sales via distinctive product and service branding. Brands have risen to prominence in
the consumer market as the most crucial connecting mechanism due to their ability to benefit both
customers and retailers (Keller, 1993). As a result, greater attention must be devoted to establishing
a systemic perspective of goods and brands in order to construct a systematic view of pricing,
marketing, services and distribution in order to influence the buyer's decision-making (Karbasi
Var et al., 2011). As a result, this research examines the connections between marketing mix
components and brand loyalty in an effort to determine whether or not certain marketing
techniques boost or decrease customer loyalty to a business. Brand loyalty may be increased by
identifying the most important and effective variables that influence consumer preference for a
company's products and services and allocating greater financial resources to improving these
characteristics.

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Brand Promotion

When consumers are making a purchasing decision, the goal of brand promotion is to help them
make an informed, well-informed, and well-informed choice. The goal is to raise awareness of the
brand and pique the curiosity of potential customers. Thus, the sales were made and the consumer
became a long-term client.

Because of these reasons, brand marketing is necessary.

• Promote specific aspects of the brand, such as the pricing and special offers that are
currently available.
• Differentiate your product from the competition by emphasising its distinct qualities to the
client.
• Increase the demand for your goods.
• The goal is to build a strong reputation and brand equity.

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Social media marketing

Social media marketing is a method of using popular social media platforms to further one's
marketing and branding goals. The point is not to create a handful of accounts for your business
and then update them whenever the whim strikes.

In order to be successful with social media marketing, you need a flexible strategy based on
realistic goals, such as:

• Updating and improving your online presence.

• Instagram is a fantastic platform for establishing an authentic connection with your target
audience.
• Monitoring your online identity through engaging with comments, posting new material,
and collecting likes.
• You can build brand loyalty by keeping tabs on your demographic and engaging with them.

Paid social media advertising allows your business to be seen by a massive audience of people
who are likely to be interested in what you have to offer.

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Benefits of social media marketing

In today's world, social media is one of the most efficient free avenues for promoting your brand.
The following are some of the most notable advantages of using social media for your business:

Humanize your business

As a result of the power of social media, your company may become an active player in the market.
There are several ways in which you may build trust and familiarity with your audience by creating
a relatable character via your social media postings and interactions with others.

Drive traffic

Your social network presence, blog articles, and adverts all work together to drive traffic to your
website, which may then be converted into paying clients.

Generate leads and customers

Direct features like Instagram/Facebook stores, direct messaging, call-to-action buttons on

profiles, and appointment booking options may help drive leads and conversions.

Increase brand awareness

It is possible to increase brand recognition and establish your visual identity using social media
platforms because of their visual character. Additionally, a more well-known brand will provide
greater results across all of your marketing efforts.

Build relationships

These platforms allow you to communicate directly and indirectly with your followers, allowing
you to network, receive feedback, conduct debates, and engage with others.

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The simpler it will be for you to meet your marketing objectives if your social media following
grows and becomes more active.

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The essentials of a successful social media marketing strategy

Every company's social media marketing plan will be unique; however, the following elements are
present in all of them:

Knowledge of your audience

What social media sites people use, when and why they go there, what kind of material they like,
and who else they're following are all things we can learn from our followers.

Brand identity

What are you trying to get across to your audience via your writing? To whom do you want your
content's message conveyed?

Content strategy

While social media allows for a certain amount of spontaneity, you'll need a well-defined content
strategy if you want to maintain a consistent tone and consistently provide high-quality material.

Analytics

Knowing who you're reaching, what kind of material to publish, when to post, etc. may all be based
on hard data.

Regular activity

The experience of using social media occurs in real time. If you want to use social media to expand
your business, you'll need to post often, monitor mentions of your brand, reply to customers'
comments, and stay abreast of industry developments.

Inbound approach

Using social media for promotional activities is inappropriate. Try to be of service to others by
sharing interesting and informative content and inspiring others to do the same. This will cause
third parties to promote your business for you.

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Target Market

A company's target market is a designated subset of its serviceable market to which it actively
markets its goods and services.

The process of making marketing decisions is simplified when a clear target market has been
identified. This is because the marketer may focus on the most lucrative subset of consumers and
allocate the bulk of their resources on winning them over.

A business' target market is the whole population of people to whom it markets its goods and
services; a target audience is a more narrowly defined subset of this market with more precise
requirements.

It's common for businesses to define their target market as persons between the ages of 20 and 30,
and their target audience segments to be broken down further into subsets such as males and
women.

Define Your Target Market

The scattershot method almost never produces desirable results. It is not practical to try to appeal
to everyone in the market and hope that they would end up liking your product, given the existing
level of competition and the constraints of available resources.

Companies of all sizes, from start-ups to industry disruptors, may benefit from target marketing
since it helps them level the playing field and compete with larger, more established businesses.

Segment The Market:

Markets may be broken down into subsets based on demographics, geography, psychology, and
buying habits.

Identify Your USP:

What makes you stand out from the competition is your unique selling offer. That's why buyers
will choose your goods over similar ones.

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Analyze Your Customer Base:

If you currently have a firm, gathering consumer information and analysing it is the best approach
to determine your ideal clientele.

Analyze Your Competitors’ Customer Base:

Study the demographics of your rivals' clientele. To what demographic do they direct their
advertising? Exactly where can you buy their wares, you ask?

You may go for the same demographic or a subset of it that is quite different.

Release An MVP:

Putting out a minimal viable product is a wonderful way to test market assumptions. It's the bare
minimum of a working product that's been distributed to an initial set of users in order to get as
much useful input as possible.

Benefits of Defining a Target Market

• Greater participation. An increase in engagement may be achieved via the use of segmented
messages and offers.
• Sales prospects improve because segmented audiences are easier to market to and benefit
from personalisation.
• Undoubtedly, there has to be more targeted communication.
• Better use of the company's marketing funds. Put away as much money as you can; you'll
be glad you did.
• That's a lot of time saved! If you can sell to the correct people, all your hard work will be
worthwhile.

Having a well-defined target market allows for a better brand value offer, as you can avoid pricing
wars and stand out from the crowd.

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Target Market Strategies

Depending on the goals of the business, the marketer may choose to focus on a certain market or
many markets. The target market strategies may be categorised into three sorts based upon the
number of target markets.

Multi-segment Marketing

To advertise to more than one kind of consumer is known as "multi-segment marketing." Various
corporations approach the same product in different ways when promoting it to different
demographics, while others produce whole new product lines with specific target demographics in
mind.

One example of multi-segment marketing is the sale of car components to automakers and other
completed goods to end-users.

Concentrated Marketing

The term "concentrated marketing" is used to describe the strategy of focusing all promotional
activities on a small subset of consumers. One example of targeted advertising is the sale of vehicle
components only to carmakers.

Microtargeting

Microtargeting is a cutting-edge advertising tactic that requires isolating certain markets and
gathering as much information as possible about them so that ads may be tailored to each individual
consumer. In the most recent presidential election in the United States, this tactic was adopted.

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Best Target Market Examples

Nike Target Market

Nike caters to athletes and sports fans by selling gear, clothes, shoes, and accessories. Because of
the exceptional quality and durability of their goods, they charge costs that are out of reach for all
but the wealthiest consumers.

They are directed squarely at young athletes and runners with potential, two groups who may use
some extra inspiration to keep breaking personal records and performing at peak levels.

Nike aims targeting these demographics by making inspiring commercials that may bring people
to tears.

Apple Target Market

If you want to know how to create and innovate products, look no further than Apple. The IT firm's
wide range of options means that it serves a wide range of customers. A few of the demographics
they're aiming at are:

Customers that are interested in technology were the ones who helped get Apple off the ground.
With the introduction of the Apple TV, Apple Watch, and HomePod, Apple is continuing to
provide value to this market.

In the medical field, Apple has positioned doctors and nurses to have easier conversations with
their patients by emphasising the convenience of having data readily available on devices like the
iPhone and iPad.

Apple has positioned itself to assist both enterprises and individuals, even with similar goods like
the iPad, so it doesn't turn away a large portion of the population.

Understanding the worth of its many parts rather than excluding individuals is the key to its
success.

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Starbucks Target Market

Half of Starbucks' clientele is inside the 25-to-40 age range. Many of their stores have been
renovated and now sport a stylish, modern decor as a consequence.

Indicative of their focus on a tech-savvy clientele, 24% of all Starbucks purchases are made by
mobile phones.

By strategically placing its cafes in densely populated metropolitan areas, Starbucks is able to
attract professionals on the move.

McDonald’s Target Market

Consumers who fall inside McDonald's target demographic fall into a diverse variety of categories.
A significant portion of the chain's marketing efforts are focused on young professionals, though.
As an example, a number of McDonald's restaurants have undergone makeovers to present a more
streamlined, contemporary, and millennial-friendly atmosphere.

Families with children older than six who are considered "full nests" are also a crucial link in the
cycle. The franchise's clearest attempt to attract this demographic is the Happy Meal it offers.

McDonald's tries hard to attract customers from all socioeconomic backgrounds.

In essence, the company's ideal clientele doesn't fit neatly into any demographic category, although
it does have distinct economic profiles.

The low price of its meals is essential to its selling point. The brand presents itself as a cost-
effective substitute for more pricey alternatives in the categories where it competes. When
advertising its McCafé products, for instance, the company stressed the reasonable prices that can
be found there.

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Coca Cola Target Market

As a multinational company with a wide range of offerings, Coca-Cola takes a more general
approach to its marketing. However, clients between the ages of 10 and 25 make up the bulk of
their target demographic, with those between the ages of 25 and 40 serving as a secondary market.

Customers that want a robust taste are the company's target audience for its regular cola products.
Meanwhile, the many varieties of diet cola available aim to please health-conscious consumers.

To reach customers who don't like its signature cola flavour, Coca-Cola now offers a variety of
other beverages. Sprite, on the other hand, is aimed squarely at high school and university students,
while other drinks are marketed for the emerging professional class.

Tesla Target Market

Despite Tesla's best efforts, electric automobiles are still considered a luxury item because of their
high price. The high cost of gasoline and worries about the impact on the environment make
electric vehicles a more attractive option for consumers.

Customers tend to be well-off, educated professionals and families with secure incomes whose
lives centre on reducing their impact on the environment.

Since the introduction of the Roadster in 2008, Tesla has been striving to broaden the market for
electric cars by reducing their prices and entering new markets.

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1.2 Statement of the Problem

The social media is a significant medium with a wide range of capabilities, which suggests it will
have enormous potential as a marketing tool in the future. Furthermore, the social media has a
greater effect than conventional media in terms of characteristics like format diversity, affinity,
and storage. There are no other media that provide interaction as the social media does. Previously,
communication options were limited due to media technology limitations. The social media opens
up a whole new world of communication options and possibilities. Despite this, the researcher's
primary goal is to determine if social media advertising is successful at swaying prospective
customers in the contemporary age.

1.3 Need of the Study

Finding the most lucrative niches in a market is an essential part of any successful marketing
strategy. For this reason, companies may choose to target only one or a small number of these
demographics. If they identify a need in a certain market sector, they may tailor future offerings
to meet that need. In contrast to mass marketing, in which a corporation makes the decision to
develop and distribute a single product to all customers, and to product differentiation, in which
each consumer receives a slightly different but nonetheless same product, a target marketing
approach (where a company offers a variety of products to a large market). As a result, businesses
are shifting their focus from broad-based campaigns to more targeted, niche-specific initiatives.
As such, this chapter explains how to divide a market into smaller niches. It explains how to
identify the most lucrative customer groups to target using market penetration and positioning
tactics.

Because of the increased availability and variety of goods available in today's more highly
competitive economic climate, customers have greater expectations than ever before when it
comes to the things they buy and the services they get. To prevent their goods becoming seen as
commodities, marketers and businesses will need to establish greater product uniqueness as a
consequence of this. Increased competition has necessitated an increase in the branding of products
to differentiate them from their competitors (Mitchell et al, 2001). Product branding is one of the
methods.

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Marketing a product is the process of generating a distinct brand name and image for it among
consumers. This distinguishes a product from other items in a monopolistic market, making it
distinctive. The design, logo, and message of a product are all part of its branding. It is the goal of
product branding to create an emotional connection with customers that will persist throughout the
life of the product (Xie and Boggs, 2006). It gives products a distinct image and identity, causing
companies to differentiate the positioning of each of their products. Branding assists in market
segmentation, customer franchises and facilitates the purchase of items, Blair (2013) noted.

Product branding is predicted to have a long-term positive effect on the company's bottom line.
Hofstrand (2009) made a distinction between accountants' determination of profit and economists'
assessment of profit when discussing profitability. Even though accounting profit measures a
company's current viability, it does not take into account the long-term impact. A company's
economic profit reveals its long-term viability and the extent to which its revenues will outpace its
costs. In order to be successful over the long term, every company wants to be profitable, but only
a few companies with a product branding emphasis achieve this aim.

1.4 Scope of the Study

Technology marketing structures will benefit from the conclusions of this research, since social
media has a significant impact on customer equity and profitability in today's organisations. It's
possible that the findings of this research may help firms succeed in the future via social media
marketing. This analysis might assist businesses identify areas where social media marketing may
be lacking. The findings of this research may help company owners develop more effective
strategies for social media marketing.

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1.5 Importance of the Study

Authors have acknowledged the multiplicity of human desires (Shaw 1912; Smith 1956) for than
a century, highlighting the difficulty of fulfilling production's duty to satisfy those demands. This
problem has traditionally been approached by the business sector via the use of market
segmentation studies. Think about the stakes involved. When it comes to a certain product or
service, the company's leadership can only allocate resources toward satisfying a limited range of
customer needs. Within a given product category, it evaluates the variety of customer needs, the
extent to which those needs are currently being met (a reflection of both its own and the
competition's response), and the likelihood that it will obtain a profitable return on investment
(ROI) from introducing or maintaining the offering in question. Market segmentation research has
the responsibility of revealing consumer preferences within a market.

Segmentation research, in contrast to market segmentation study, is a method used to characterise

distinctions between groups outside of product strategy. It indirectly tackles questions of market
definition (such as where and how customers purchase, how they are exposed to marketing
messages, and what broad price level preference (premium, discount) they have) when performed
among members of the general (adult) population.

When focusing on present clients solely, however, the focus shifts to discovering new avenues for
expanding sales of the company's products and services. In addition, the emphasis switches from
determining what consumers desire under the circumstances that motivate prospects to pursue their
jobs and interests to determining how various marketing factors, such as pricing and distribution
channel, affect customer behaviour. Below, we'll talk about a study that looked at how to divide
up markets into smaller niches. First, we take into account methods for deducing human desires
based on their contexts outside of the market. Then, we move on to the practise of gauging
customer satisfaction by seeing how they respond to products already on the market.

16
 CHAPTER 2

OBJECTIVES OF THE STUDY

The Objectives of the Study are:

A company's online presence, including a website and social media accounts, is the major focus
of digital marketing. Selling more of your product or service and gaining more satisfied customers
might result from raising public understanding of your brand and responding effectively to
customer complaints and questions.

The study's overarching goal is to better understand how consumers behave when shopping online
so that E-marketers will have a better idea of how to build a solid foundation for their companies.
In addition, the following goals are prioritised:

1. To determine the importance of social media and how companies can use social media as
an important tool to reach out to their customers.
2. To analyse the effect of social media marketing on the buying decisions of customers.
3. To evaluate the impact of social media marketing activities on the brand promotion.

17
 CHAPTER 3

REVIEW OF LITERATURE
Introduction

Brands serve a number of important purposes. The most fundamental function of a brand is to
identify a company's products. In the eyes of consumers, brands may make decision-making easier,
imply a certain degree of quality, minimise uncertainty, and foster a sense of security. Customers'
usage (or lack thereof) of a product, as well as marketing activities associated with it, all go towards
creating a company's brand.

Brands, on the other hand, represent the whole consumer experience with a product. It's crucial to
note that brands play a significant part in marketing initiatives including advertising and channel
positioning. Finally, brands are a valuable asset in terms of money. As a result, brands have an
influence on the consumer, product, and financial markets on three levels.

Brand equity is a term used to describe the worth of these distinct advantages.

Prior to this publication, our major objective was to identify the gaps in our knowledge of brand
equity and to pick relevant studies on this issue. On the other hand, we place a strong focus on the
latter and provide various suggestions for more investigation.

Brand management choices and responsibilities often handled by marketing professionals are
covered in depth: Brand positioning, marketing integration, evaluation of performance, growth of
the brand, and strategic management are all steps in the process of building a brand. In the next
section, we discuss the implications of our findings for choice models. Lastly, we propose a basic
framework for combining the influence of brands at the level of customers, products, and the
financial market, as well as the ways in which the brand is generated and evolved by corporate
activities.

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Social Media Marketing and Brand Promotion

In order to effectively communicate with consumers in the age of social media, companies must
learn to adapt their communication strategies to take advantage of the new tools and methods
available (Mangold and Faulds 2099). Businesses looking to gain an edge should take note of this.
In this analysis, we'll look at recent research on how retailers may utilise social media to boost
their marketing efforts. So far, the majority of social media research has concentrated on (1)
defining what it is via the explanation of new language and ideas that make up its foundations, and
(2) examining the effect a company's integration of social media has on customer behaviour.
Introduction: The four major topics uncovered in contemporary research studies are: Virtual Brand
Communities, Consumer Attitudes and Motives, User Generated Content, and Viral Advertising
are discussed in this article.

Pookulangara and Koesler (2011) draw the conclusion, based on their study model, that culture
has an effect on how people respond and interpret events on technology-based applications like
social media. In other words, a person's culture or ethnicity will impact how they perceive social
media and its content. New rituals and communication tools in the Web 2.0 social space have
allowed the evolution of a new culture that is not only shaped by individual values and ideologies,
but also by new rituals and communication tools" (Pookulangara and Koesler 2011, 352). It is
important for retailers to keep in mind that social media is a fusion of diverse cultures and the
emergence of new online cultures (Pookulangara and Koesler 2011). When it comes to a
consumer's perception of a brand or product, cultural influences may also play a role.

Using the TAM, Di Pietro and Pantano (2012) discovered that customers utilise social networks
as a platform to help them make purchasing choices because they love it. As a result of the social
networking site's enjoyable and easy-to-use recommendation system, people are more likely to pay
attention to the items that are advertised on Facebook.

Customers may use Facebook to provide their own experiences and expertise about goods and
services, while managers can use it to communicate directly with customers via a business-to-
consumer strategy. (Di Pietro and Pantano 2012, 20). Adding games, competitions, and interactive
apps to a retailer's Facebook page may increase the number of people who visit the page (Di Pietro
and Pantano 2012).

19
When it comes to using social media, "it is the people who are the influencers, not the technology"
(Gonzalez 2010, 23). Marketers get social value from user-generated content since it helps
establish a brand. UGC is defined as "the total of all ways that individuals utilise social media,
commonly used to characterise the many types of media material that are publicly accessible and
produced by end users" (Kaplan and Haenlein 2010, 61). As a result, sharing a brand or knowledge
about a brand is a type of social currency (Zinnbauer and Honer 2011). Brand performance is
highly influenced by social currency, which may be connected to Bourdieu's (1977) and Coleman's
(1988) notion of social capital. A person's social capital is shaped through their interactions with
others (Zinnbauer and Honer 2011).

A study by Chu (2011) evaluated the relationship between Facebook brand-related group
membership and advertising reactions, as well as the psychological elements of self-disclosure and
attitudes among members and nonmembers of Facebook groups. According to the findings,
Facebook group members are more inclined than nonmembers to divulge their personal data. A
greater amount of personal information is required for group participation and online ad
engagement, as explained by Chu (2011), since users publicly share their Facebook group
connections and promote businesses or items to their friends when they pass advertisements on.
As well as spreading viral material about companies to their social connections, Facebook groups
give outlets that customers find beneficial when seeking self-status in a certain product category
(Chu 2011, 40).

In the realm of social media marketing, Virtual Brand Communities (VBCs) are a major focus
(VBC). As mentioned in Georgi and Mink (2012), "VBCs may be regarded as aggregations of
customers that arise on the internet because of their interest in some brand or product" (Muniz and
O'Guinn). "Brand community" means a collection of individuals who are passionate about the
same brand or product (Casaló, Favián and Guinalu 2008) There are a lot of intricate brands
meaning generation and consumption initiatives happening in VBCs.

When members have faith in the VBC they're a part of, they're more likely to participate, according
to Casaló, Favián, and Guinalu (2008). Customers who have a great participation experience are
more likely to stick with the company. The VBC's existence is dependent on the public's trust in
the organisation. According to Cha (2009), a consumer's impression of social networking sites is
heavily influenced by security, which in turn affects trust.

20
Himaja (2017) commercial effects of social media were examined. The ways in which individuals
now work together online, collaborate on projects, and create new things are addressed. An
extensive research strategy is developed in this article to link online social networking with
economics and culture. Web-based social networking, as stated in the report, has become the next
marketing buzzword for companies. It's clear that individuals are becoming more reliant on these
technology advances, which has a major effect on commercial enterprises.

Toor, Husnain & Hussain (2017) shed some light on the role that social network marketing plays
in influencing consumers' decision to buy. They've spoken about how digital innovations are
replacing more established practises. They've also spoken about how firms' bottom lines may be
negatively affected if they don't adapt to the changes. They arrived to the conclusion that
customers' purchase decisions are influenced by social media marketing.

Singh & Sinha (2017) explained how social media may boost a company's profile in India. They
agreed that social networking sites are similar to previous forms of communication and interaction,
but that their reach is far broader and that they make use of many novel approaches. They noted
that social media platforms are becoming an increasingly vital component of global marketing
strategies for corporations. They came to the conclusion that SNS had a significant effect on
commercial enterprises. These are useful for companies looking to improve their public profile.
Yadav (2017) spoke on using social media for advertising. He has done research on the possibilities
and obstacles in this setting. He has spoken on how social media is becoming more important in
the corporate sector. The purpose of this research is to have a conversation about how social media
has changed the way businesses operate. The report concludes with a discussion of the advantages,
potential pitfalls, and overall success of social networking inside corporate structures.

Kannan & Li (2017) outlined a methodology for doing research in digital marketing. They outlined
the process of developing a marketing plan, highlighting the importance of digital marketing.
Concerns for consumers, the environment and organisations are only some of the difficulties that
are always growing in this area. They've discussed the advantages of various digital marketing
tools and techniques, such as consumer awareness and response, from a variety of angles, such as
company development.

21
Panganiban & Villareal (2017) outlined the strategic and tactical use of e-marketing methods in
the context of the garment sector. A website doesn't need digital marketing on its own, they said.
This method is used by businesses to develop and market their goods and services. In their
research, they found that e-marketing methods are successful when used strategically and tactically
by managers and staff. E-marketing tactics should be used more widely in diverse company sectors
to boost sales, according to the researchers.

Akhunjonov & Obrenovic (2017) conducted research on impact of social media on consumer
buying intention. They have mentioned that earlier business organisations were using print media,
television etc. for advertising purposes, but now they are seeking for new ways of marketing and
advertising. The purpose of the study to find out how social media and brand perception can help
to find different emerging opportunities to increase the engagement with customers. They have
reviewed the past literature for this. They have concluded that with the increase in social media
channels worldwide, business and customers engagement has increased. Business organisations
are integrating different strategies for targeting and engaging with customers.

Alnsour (2018) conducted quantitative research on the different effects of social media on purchase
intention of the consumers with the research focus on Jordanian Airlines Industry. He discussed
that how different social media benefits affect the purchase intention of the customers of airline
industry. He used exploratory method to conduct the further research and defined different
research hypothesis. He calculated the data through well designed questionnaire and used different
statistical tools to analyse data. He has concluded that there is the positive effect of monetary and
hedonic benefits of social media on consumers’ purchase intention and there is no relationship
between purchase intention and functional and social benefits of social media.

Akar & Dalgic (2018) conducted research on online consumers and their purchase intentions. This
have used the social network theory and theory of planned behaviour to analyse the behaviour of
online consumers. They have target twitter users to conduct the research analysis because of few
factors like: popularity of twitter, market penetration, popularity, and open-source data. This study
will guide the business organizations and e-marketers to create and design the marketing strategies
for their business.

22
Victor et al. (2018) studied factors which influences consumer behaviour and the purchase
decisions in price dynamic environment. They have followed the exploratory factor analysis
approach. They have discussed about the new technological advancements. They have conducted
the primary research survey of 178 samples. They have analysed the seven factors to determine
the consumer behaviour. In this study it is concluded that there is need to understand the consumer
behaviour with respect to dynamic pricing.

Gibson (2018) discussed the many ways in which digital marketing may be utilised to promote a
company. Businesses are increasingly turning to digital marketing to help them advertise their
goods and services, according to him. As a result of his research, he came to the conclusion that
various digital marketing tactics and strategies might be quite beneficial to a company's operations.

Henderson (2018) investigated the impact of online social networks on the hiring process. He's
spoken about how, in the contemporary day, most companies find and recruit new workers using
social media. He has determined that, throughout the hiring process, recruiters search for a variety
of qualities and attributes, such as professionalism, among other things.

Shirisha (2018) Secondary data analysis was used to examine the significance of digital marketing
in the modern age. A variety of digital marketing methods and channels were discussed by the
speaker. The Internet's significance in digital marketing was also emphasised, as were the many
advantages that digital marketing has over conventional marketing. In addition, she spoke on the
Indian viewpoint on internet ad placement. According to her research and experience, online
advertising has a significant impact on company development.

Bala & Verma (2018) examined digital marketing from a critical standpoint using secondary data.
According to the findings of this research, digital marketing and the many digital marketing tools
are really beneficial to organisations. There was a discussion on present and future developments
in digital marketing, as well. India is undergoing a significant shift toward digitization, according
to them. On the internet or on social media, consumers are spending the majority of their waking
hours as a result, SEO, SEM, and SMM, as well as email marketing and influencer marketing are
all proving beneficial to firms. Additionally, they found that digital marketing is both affordable
and successful, and that it has a significant influence on firms due to its wide reach.

23
Slijepcevic & Radojevic (2018) discussed about current trends in digital marketing
communication. The objective of the research to discuss the communication in digital marketing
and their impact on company environment. They have discussed about different tools and
communication medias in digital marketing. They have concluded that development of internet
and mobile internet is changing the whole business scenarios and impacting the organizations at
large. With the use of these technologies’ companies are improving their strategies and different
modes of marketing communication.

Devraj & Renuka (2018) The benefits of digital marketing versus conventional marketing are
discussed, along with the many types of digital marketing. They came to the conclusion that
companies are taking digital marketing seriously and investing more in it. Businesses are
increasingly using a variety of digital marketing platforms as part of their overall strategy. Digital
marketing has become a priority for businesses of all sizes.

Vetrivel & Balachandran (2018) emphasised the importance of digital marketing in today's
corporate world. It was shown that digital marketing has a significant impact on the marketing
strategies of businesses. SEO, SEM, SMM, email marketing, and other forms of digital marketing
specialise on certain aspects of digital marketing. Their discussion included digital marketing and
its many benefits over more conventional forms of advertising, as well. They decided that the
internet marketing process is a long-term endeavour that requires patience and perseverance.

Murgai (2018) explained about transforming digital marketing with artificial intelligence. He has
discussed that because of rapid development in information technology and its applications, the
whole business scenario is changed throughout the world. This paper discusses about the most
probable sectors in digital marketing where artificial intelligence has made its presence.

He has discussed about the role of artificial intelligence in business and business transactions. He
has thrown light on the relationship between digital marketing and artificial intelligence. He
concluded that technological advancements always create different opportunities for business
organisations throughout the world. He also added that artificial intelligence is creating a buzz in
this field of digital space.

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Ramya & Ali (2018) studied the consumer buying behaviour in departmental store in Coimbatore
city of India. This study focuses on examination of consumer buying behaviour towards Amul
products. Through a convenient sampling technique, they have taken data from 150 consumers
through questionnaire. They have concluded that promotional product strategies can be improved
to increase the sale. They also mentioned that as buying behaviour of the consumer is positive,
there is a great future of the product in the city.

Koyluoglu et al (2018) conducted research on consumer behaviour with special reference of Konya
city of Turkey. They have mentioned that understanding the consumer behaviour have become an
essential competitive tool for business organisations. They highlighted that consumer behaviours
are the situations that may be finished with purchasing or not. They have also discussed about the
buying behaviour of consumers. They have also discussed the factors which determine the buying
behaviour of the consumer. They have concluded that consumer get benefit from service, product
quality, price, reliability etc.

Shah (2018) studied the impact of digital marketing on business and politics. He threw light on
few facts like there are approx. 500 million and above are agile internet users in India. And on an
average approx. 281 million access the internet daily. These are enough data to show the
dominance of digital marketing on business as well as in politics. He has discussed that digital
channels provide a great opportunity for business organisations to interact and communicate with
the customers. He has concluded that it is quite obvious that digital marketing has increased the
level of interaction of business organisations and politicians with Indians.

Rajaiah (2019) discussed about their research on future and growth of digital marketing in India.
They have mentioned that scope and future of digital marketing in India is going to be brighter.
They have also discussed about the need of mobile phones. As the number of internet users are
increasing in India, there is the great opportunity for business organisations to target a vast
audience to sell their products and services.

They have discussed about different government initiative regarding digital operations. They have
also mentioned about different forms of digital marketing. They have concluded that digital
marketing is growing with the rapid pace throughout the world and digital marketing industry is
booming with a great pace. They have also concluded that business organisations.

25
Telreja et al (2019) researched Facebook's notion, which may either help or hurt social media
advertising. They agreed that Facebook's continued market dominance may be attributed to the
company's cutting-edge innovations. They have spoken about the many possibilities social media
platforms have for companies. They arrived at the conclusion that SMM (social media marketing)
on social networking sites is a fantastic venue for advertising businesses.

Ayswarya et al., (2019) studied about the concept of Facebook – which is a boon or bane for social
media marketing. They have discussed that Facebook is dominating the global market
continuously because of its unique innovative characteristics and features. They have discussed
about different opportunities provided by social networking sites for businesses. They have
concluded that social networking sites or social media marketing providing a great platform of
advertisement for the business organisations.

Makrides et al. (2019) explained about digital marketing and its transformative impacts on the
companies and business world. In this study there are different platforms and segments are
analysed which helpful to increase the brand awareness internationally. It is also explained that
digital marketing is contributing a lot for medium small enterprises and introduction of different
digital marketing techniques (like Social Media Marketing, Email Marketing etc.) are serving
different market segments.

Dash & Sharma (2019) discussed about the impact of digital marketing on the luxury car brands.
This study has proposed a marketing response model for luxury car brands. The result of study has
shown that digital marketing medium is providing the best responses than newspapers, magazines
and display events.

Aggarwal & Verma (2019) explained the emerging trends in Digital Marketing. They have
discussed about different objectives of digital marketing. They have also explained the different
current and future trends in digital marketing like: influencer marketing, social messaging apps,
chatbots, programming ads, YouTube ads etc. They have concluded that digital marketing is the
need of hours in industry. Without the usage of digital marketing, businesses can face different
strategy related drawbacks.

26
Srinivasulu & Rajaiah (2019) discussed about their research on future and growth of digital
marketing in India. They have mentioned that scope and future of digital marketing in India is
going to be brighter. They have also discussed about the need of mobile phones. As the number of
internet users are increasing in India, there is the great opportunity for business organisations to
target a vast audience to sell their products and services. They have discussed about different
government initiative regarding digital operations. They have also mentioned about different forms
of digital marketing. They have concluded that digital marketing is growing with the rapid pace
throughout the world and digital marketing industry is booming with a great pace. They have also
concluded that business organisations need to embrace the digital changes and adopt new
technological changes.

Sharma et al. (2020) have discussed about involvement of digital marketing in travel agencies. The
purpose of the study is to get an idea whether travel agencies are making use of digital marketing
for their business or not? In this study it is found that some of the travel agencies are making use
of traditional marketing and majority of travelling agencies are making use of both traditional as
well as digital marketing tools. It is also found that social media and websites are popular among
all other.

Sharma (2020) studied the impact of social media marketing on consumer buying behaviour. She
has conducted research on 220 respondents through a questionnaire. She has discussed that online
networking advertising is creating a huge opportunity for the business organisations. She
mentioned that advertisers need to understand the web-based life is affecting the purchaser’s
purchasing conduct. She has concluded that there is a direct positive relation between consumer
buying decision making and social media marketing. She also concluded that we can anticipate
consumer buying decision making with social media marketing.

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Introduction to Segmentation Marketing

Market segmentation was developed in the 1950s. Early 20th-century businesses saw a rise in
market-oriented aims as attention turned from meeting the requirements of manufacturers to
satisfying the demands of consumers. This market focus led to the development of segmentation
marketing, which was pioneered by Wendell Smith in the aforementioned year. He defined market
segmentation as "the process of dividing a large, diverse market into smaller, more manageable
segments in order to better meet the needs of individual customers" (Wedel, 2000).

Marketers Peter Dickson and James Ginter were inspired by Smith's early finding of segmentation
marketing to do substantial segmentation study in 1987. In order for the marketing mix to be
effective in the chosen market segment, they discovered that product differentiation and market
segmentation must be used in tandem with product demand (Dickson, 1987). Companies may now
analyse customer behaviour like never before, and managers can target certain demographics more
precisely than ever before with the help of micro-marketing (Wedel, 2000). Segmenting the market
is "the process of identifying and subdividing a huge homogeneous market into clearly
recognisable groups with comparable requirements, desires, or demand characteristics," as stated
by experts in the field today (Market Segmentation, n.d.). Having done so, businesses may tailor
their marketing strategies to better appeal to consumers in the targeted market.

The 2013 launch of the iPhone 5S and 5C is a wonderful illustration of market segmentation. Apple
was already a household name, but it had a less than stellar reputation for affordability in the
smartphone market. Apple introduced the iPhone 5C to appeal to Apple product aficionados who
were also concerned about their spending habits. While it ran iOS 7, it was housed in a plastic
cover and lacked the higher-resolution camera and other capabilities of the iPhone 5S. Apple
sought to find a method to retain the users who were prepared to pay more for the latest phone,
while simultaneously expanding into the market of individuals who were not willing to pay more
(Arora, 2013). Consumers' reactions to the 2014 launch of the iPhone 6 and iPhone 6+ suggested
that their strategy had been successful.

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The Segmentation Process

Strategy, selecting segmentation methodologies, assessing segment attractiveness, selecting a

target market, and defining and building a position strategy are the five phases that make up the
segmentation process. This method ultimately results in the formulation of a strategic marketing
mix tailored to the specific audience.

An Overview of the Segmentation Process

An examination of available marketing strategies is the first order of business. In their work titled
"Market Segmentation Strategies of Multiproduct Firms," Doraszelski and Draganska (2006)
acknowledged both the niche and full-line strategies. Down contrast to a full-line segmentation
approach, which spreads marketing resources thin over as many consumers as possible, a niche
segmentation strategy zeroes in on only one subset of the population.

Both of these are examples of the various approaches a business may use to segment its market.

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After settling on a strategy, businesses should investigate the most effective means of dividing the
market into smaller niches. A priori segmentation was studied by Vriens, Wedel, and Wilms
(1996). This is a technique in which customers are divided into groups based on demographic and
socioeconomic data. They also talk about a technique called "componential segmentation," which
involves categorising customers into groups based on shared traits besides demographics and
socioeconomic status. The approach used is determined entirely by the requirements of the
business. After settling on a strategy for market segmentation, businesses need to establish whether
or not the target market is lucrative.

Demand, competition intensity, and ease of entry are three factors that must be considered when
determining the market's attractiveness. Consider the market's size, growth pace, and growth
potential to determine whether it's a good investment. Demand in a market may appear great going
forward, but the attractiveness of a market may suddenly shift according to the level of
competition. When assessing the level of competition in a given market, a less competitive
environment is preferable. After these two factors have been evaluated, we may next focus on the
accessibility of the market. If the market is not able to be broken into, it is of little benefit to the
business. There has to be a market for the product before it can be successful. In order to locate
the most promising market for the offered product or service, it is necessary to evaluate all three
of these aspects and determine which ones are most relevant (Best, 2013).

The next step is to identify your target market when you've finished your analysis of the market's
attractiveness. Businesses may increase their chances of success by doing in-depth research about
the kind of individuals who might be interested in their product and then analysing the qualities of
these potential customers. In order to better serve their customers, businesses must first identify
their target demographic. Customers that meet a certain profile are the ones an organisation expects
to bring in the most money over time. Marketing to a certain demographic will be more successful
if the target market and consumer profile are narrowly defined (Pakroo, 2014). After a market's
demographics and potential competitors have been established, a position strategy may be
formulated.

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Customers' perceptions of a product or service are shaped by the positioning strategy used. Position
strategies, first and foremost, need investigation into both the target market's priorities and the
products and services already available to them. After gathering this data, the business may choose
a strategy that will serve it and its clients best (Market Positioning Strategies, n.d.). Once the
organisation has completed the segmentation process, it will have a much clearer concept of how
to promote their product or service to the targeted category.

Six Types of Segmentation Marketing

Segmenting a market involves dividing a broad market into subsets defined by shared features.
The ability to target a certain demographic via market segmentation allows for more effective
messaging (What is a Market Segment, n.d.). In contrast to broad-based marketing tactics, which
aim to appeal to as many people as possible, this method focuses on a specific niche. There are
many methods to divide up the market, but the six sorts that will be discussed here are behavioural,
benefit, demographic, geodemographic, geographical, and psychographic.

Behavioral segmentation requires a focus on consumer purchasing habits, consumption patterns,

and expected advantages by marketers. "a more refined kind of market segmentation that classifies
customers based on certain behavioural patterns they exhibit while making purchase choices," this
sort of segmentation enables manufacturers to tailor their marketing strategy to specific
demographics (Behavioral Segmentation, n.d.). While this kind of segmentation often yields the
best results, it is also the most challenging to implement successfully due to the time and money
required to do the research necessary to identify these unique behavioural features. Combining
behavioural segmentation with demographic or geographic segmentation yields far more useful
results than using each method alone (Ferrell, 2005). Hyundai swiftly resolved how they would
maintain clients whose habits were altering in the wake of the 2008 market meltdown. As
consumers grew increasingly hesitant to make large purchases, Hyundai responded by launching
the Hyundai Assurance. The ad copy said, "We have trust in you, and that's why we're launching
Hyundai Assurance." Now until the end of the year, if you lose your job and cannot afford to keep
the car you financed or leased from Hyundai, we will accept its return. In other words, that's the
Hyundai guarantee (Barr, 2009).

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On the other hand, "differences in particular advantages that various groups of customers search
for in a product" are taken into account in benefit segmentation (Benefit Segmentation, n.d.).
People may be hesitant to shell out cash for perks they don't really need, particularly if those perks
cost more than they would otherwise. Marketers are always looking into what features of their
products customers value the most. Changing consumer lifestyles have a significant role in this
kind of segmentation since features that were previously essential to them may no longer be
relevant. Marketers need to adapt their strategies if the products' primary value proposition changes
(Strydom, 2007). Benefit segmentation is effectively used by Nike. Customers range from elite
athletes to weekend warriors who just want to look good on stage. They divide these marketplaces
apart according to the "benefits sought" by customers, and produce goods for athletes of all stripes
(Shank, 2015).

Next, we have demographic segmentation, which divides the market into subgroups based on
factors such as age, family size, race, religion, gender, ethnicity, income, and level of education.
Demographic market segmentation is useful for classifying customer requirements. Customers are
more likely to stick with a business that can easily meet their needs when the market is divided
into distinct demographic subsets, and the necessary data for doing so is readily accessible via
censuses and other population surveys (Gigli, n.d.). Starbucks is successful in using demographic
segmentation. A staggering 89% of Starbucks' total income comes from just two age groups. The
first group consists of highly educated adults (often between the ages of 25 and 40) who hold
managerial or higher positions in their respective fields of employment. The second set consists of
young adults between the ages of 18 and 24. Starbucks advertises to this generation because its
coffee shops are cool places to hang out because to the incorporation of cutting-edge technology
and forward-thinking design. Starbucks is able to more successfully promote to both demographics
by dividing the market in this way (Cachola, 2012).

Similar to demographic segmentation, geodemographic segmentation takes geographic,

psychographic, and consumer behaviour data to better target advertising. This strategy assumes
that consumers in the same country, state, city, or even neighbourhood would have a passion for
and propensity toward purchasing identical goods (Goss, 1995).

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Marketers may more effectively reach people who share their interests and lifestyle choices by
using a computer system like PRIZM (Potential Rating Index for ZIP Markets) or ACORN (A
Classification of Residential Neighborhoods) (Mitchell, 1994). This tactic is used, for instance,
when bargain shops or supermarkets expand into areas with a large concentration of people living
on government assistance programmes due to high unemployment rates or low incomes.

Geographic segmentation, the next kind of segmentation, divides customers into distinct areas
based on where they live, such as different cities, counties, states, or regions. Marketers may better
tailor their goods to meet the demands of certain demographic groups by distinguishing between
urban and suburban customers.

On the other hand, others might say that the widespread availability of the internet has rendered
traditional geographical distinctions between people and groups obsolete, making it more difficult
to establish clear borders between them (Strydom, 2007). Once again, Starbucks is a fantastic
illustration of geographically targeted marketing. The company's coffee shops are often located in
more affluent parts of town, close to professional and educational institutions, as a result of careful
demographic targeting (Cachola, 2012).

Finally, "marketers [are] able to better comprehend the lifestyle, personality, and social class traits
of the target market" via the use of psychographic segmentation (Strydom, 2007). If businesses
have a firm grasp on the lifestyles of their target demographics, they may better tailor their products
and services to the needs of niche markets comprised of people with similar tastes and preferences.
Using this information, marketers may better understand consumer habits, preferences, and
interests. Because not everyone with the same lifestyle lives in the same location, this method is
gaining popularity as an alternative to employing the traditional segmentation kinds (Strydom,
2007). Energy drink buyers, for instance, tend to be night owls and early risers, such as
businesspeople or students. Because not all businesspeople or students reside in the same area, it
makes sense for a corporation like Red Bull to appeal to a certain lifestyle rather than a specific
geographic location (Segmenting, 2013).

An organisation may get significant benefits from using segmentation tactics. The market may be
segmented into subsets that respond well to targeted advertising rather than blanket campaigns.
Due to the fact that not everyone has the same demands at the same time, this tactic helps
businesses use their advertising costs more wisely.

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Branding

One of the most crucial parts of a company's strategy is branding. Although it is one of the most
misunderstood concepts, Branding is often seen as a marketing tool. As a result, many managers
and business writers believe branding is about managing the image of a product, a secondary duty
that can be separated from the core business of product management communications. Strategic
branding is to build brands that stand out from the competition, hence minimising the quantity of
similar products on the market that consumers have to choose from. A low price elasticity of
demand allows a corporation to raise its price and boost its profitability when strong brand equity
is obtained via brand distinctiveness. The frameworks of competitive brand positioning, value
chain development, and brand equity management all play a role in branding strategies.

Customer Loyalty to a Brand

Consumer purchase frequency is a useful way to gauge how loyal a customer is to the brand's
products or services. Using this method, you may calculate how many products and services are
purchased from a certain retailer or vendor (Driver, 1996; East et al., 1995). A key component of
brand equity is customer loyalty, which Atilgan et al. (2005) claim has a direct impact on brand
equity. Regardless of the greater features, pricing, and convenience of its rivals, people continue
to purchase the brand because of brand loyalty (Aaker, 1991). The consumer must be treated with
respect in order for them to remain a loyal customer (Aaker, 1991). As a result of the value gained
from brand loyalty, many companies will design a variety of techniques to keep and increase client
loyalty.

Brand equity, according to Severi et al. (2013), is one of the most important concepts in marketing
management. As early as 1989, Farquhar asserted that brand equity increased value to the goods,
and he was right. In many cases, goods and services that directly or indirectly provide value to the
customer's life establish brand equity. A product or service's value to a business and/or its clients
may be increased or decreased by the brand equity associated with the brand, its name, and symbol.
For the first time, "brand-specific impact" is included in Srinivasan (1979)'s original definition of
brand equity. When a brand's features cannot be quantified objectively, this impact helps explain
why people choose it over other brands.

34
It is defined by Aaker (1991) as "a collection of brand assets and liabilities associated to a brand,
its name and symbol," which "add or remove from the value given by a product or service to a
business and/or to that firm's clients" (p. 15). Brand equity has been discussed in many contexts
and for various reasons, but no consensus has yet evolved on its substance or meaning (Vazquez
et al., 2002; Keller, 2003). Academia and practitioners alike are paying increasing attention to how
to develop brand equity (Chahal et al., 2010). Farquhar (1989, p. 24) was the first to acknowledge
brand equity, stating that it increased value to the product. In many cases, goods and services that
directly or indirectly provide value to the customer's life establish brand equity (Kapferer, 2005;
Keller, 2003). Marketing and financial values associated to a brand's power in the market,
including genuine proprietary brand assets, name recognition, brand loyalty and perceived brand
quality and connotations," may be termed as "brand equity" (Pride & Ferrell, 2003, p. 299).

From a financial standpoint and a consumer perspective, current research has analysed brand
equity, according to Lassar, Mittal, and Arun (1995). The brand value of a firm is sometimes
referred to as a financial standpoint. the anchor of marketing decision-making, whereas the
consumer viewpoint assesses brand equity in light of customers' perceptions of brand value (Kim,
Kim, & An, 2003). Table 1 summarises the most important ideas on brand equity found in the
existing research. Aaker's concept of brand equity from the customer's viewpoint will be used in
this study (1991). Brand equity, according to Aaker (1996), is the sum of the company's assets and
liabilities. A company's brand equity may be measured in five distinct ways, including brand
recognition, perceived quality, brand loyalty, brand association, and the value of its intellectual
brand assets (Aaker, 1996).

Marketing Mix

To put it another way, marketing is the process of determining which customers and markets are
most suited for an organization's products and services. A more accurate definition of marketing
would be "the deliberate effort to allocate resources and establish allocation in the market" (Rousta
et al., 2004). Neil Borden was the first to introduce the idea of a marketing mix in 1949. 4Ps were
proposed by Mccarthy and are the most prevalent factors in the marketing mix (product, pricing,
distribution & promotion). The notion of the marketing mix hasn't changed much up to now, and
many studies still use 4P as a coordinating concept around which other components of marketing

35
are arranged. In the target market, the most typical definition of marketing mix is to provide the
right product at the right price at the right time and place. Different models of marketing mix give
a framework for the firm to establish strategies for its marketing operations via the use of marketing
decision factors. Indicating what a marketing manager should be doing at a high level, the
marketing mix The marketing managers must construct a methodical strategy for selling to clients
and building long-term and loyal connections once they have selected a target market. Product,
pricing, promotion, and distribution are all part of the marketing strategy. Priority allocation of
firm resources to these components is essential to achieving the goals of sales and profitability
(Khodadad Hosseini & Rezvani, 2009).

Customer Satisfaction

There are many reasons to place a higher value on customer satisfaction, but the primary one is
that higher levels of customer satisfaction can lead to a stronger competitive position, greater
market share, and greater profitability. They can also reduce price elasticity and lower costs,
prevent cost breakdown, and increase customer lifetime value and lower the cost of attracting new
customers. Customer satisfaction is often described as the general assessment of the shopping
experience and utilising a specific product or service during the course of its use (Lee, & Back,
2010). The degree to which a consumer is happy with the items or services they get has a
significant impact on their purchasing decisions. Customers are more likely to purchase a product
or service again if they are happy with it (Ryu, Han, & Kim, 2008).

Marketing is mostly concerned with figuring out what customers want and then delivering on those
desires. Once the target market has been identified, businesses must take action to satisfy the
demands of their customers. Professor Mccarthy proposed the 4P's or marketing mix, which they
apply in this respect (Vazir Zanjani, Motameni, & Mousavi, 2010).

36
Conceptual Framework: Relationship between Concepts

Brand performance may provide competitive advantages for brands, which can lead to higher
levels of consumer satisfaction. Customers get many advantages from the differences they perceive
between items as a result of brand differentiation. There are a variety of ways in which a brand
manager might impact the success of a company's product or service. Professionals may improve
the quality, scope, and long-term efficacy of their brands by making use of available resources.
High brand performance is built on strong brand connection in the minds of consumers like Tuan
L. T. et al (2012). According to Swan, J. E. et al (1999), consumers' satisfaction with their purchase
decisions is strongly influenced by Product Performance. As a result, the study's conceptual
framework is shown in the following image.

Conceptual Framework of the study

Developing Brand Positioning

The positioning of a brand determines the direction in which marketing efforts should and should
not be directed. Establishing brand associations in the minds of consumers and other relevant
constituents is an important part of brand positioning, which aims to distinguish the brand and
achieve competitive supremacy (to the degree feasible) (Keller et al. 2002). Other important
aspects of positioning include the function of brand intangibles and the influence of company
images and reputation.

37
Brand Intangibles

The study of brand intangibles is a significant and distinctive component of branding research,
which focuses on characteristics of the brand image that are not physical, tangible, or solid (see
Levy 1999). Marketers often use brand intangibles to distinguish their brands from those of their
competitors in the minds of customers (Kotler and Keller 2006). Brand associations may include
a broad variety of intangibles, such as real or aspirational images of the brand's customers, images
of the products they buy or consume, or even images of the brand's history, legacy, or other unique
experiences (Keller 2001). There is a slew of unanswered concerns about the interplay between
brand tangibles and intangibles.

Brand Personality.

A study by Aaker (1997) indicated that American brands' personalities may be grouped into five
broad categories: First and foremost, there must be honesty, enthusiasm, expertise, sophistication,
and, finally, roughness. "Peacefulness" replaced "ruggedness" in Japan and Spain, while "passion"
replaced "competency" in Spain. According to Aaker et al. (2001), all five characteristics were
applicable to both Japanese and Spanish brands. Brand personality traits were discovered to have
varying effects on various consumers in different consumption environments by Aaker (1999).
These findings were interpreted by her in terms of a "malleable self," which she defined as a set
of self-conceptions that may be brought to light by a particular social context. This specific brand
personality scale has been disputed by Azoulay and Kapferer (2003), however anthromorphism of
a brand is widespread in both casual consumer discourse (e.g., "That brand is 'cool'") and
advertising messaging.

Brand Relationships.

A brand's connection with its clients may also be seen as having a personal element, according to
the findings of research. Fournier et al. (1998) studied the nature of customer-company
connections in Fournier (1998). Brand connection quality, according to Fournier, is
multidimensional and consists of six elements beyond loyalty or commitment: Self-concept,
commitment or nostalgic attachment, behavioural dependency, love/passion, intimacy, and brand
partner quality all play a role in the relationship. There are many types of metaphors she suggests
for describing typical customer-brand interactions: First and foremost, there are arranged
38
marriages, followed by casual relationships, followed by marriages of convenience and then by
committed partnerships. Then there are best friendships, followed by compartmentalized
friendships, followed by familial relationships, followed by rebounds and avoidance-driven
relationships, followed by childhood friendships, followed by courtships, followed by flings and
then by enmities and then by secret affairs and finally by slavery.

Most good connections are included in this typology; nevertheless, it may neglect a variety of
potential negative and neutral interactions (such as trade partners). In a two-month longitudinal
study, Aaker et al. (2004) looked at how consumer-brand connections developed and evolved. A
transgression and the brand's personality were discovered to have a substantial impact on
developing shape and dynamics. According to Aggarwal (2004), relationship standards differed
depending on whether the connection was a transactional one or a communal one, where benefits
are offered to demonstrate care for others' needs.

Brand Experience.

"Customer Experience Management (CEM)" is a term coined by Schmitt (1999, 2003) to refer to
the practise of proactively managing a customer's overall experience with a product or business.
Brands, says Schmitt, may contribute to the creation of five distinct kinds of experiences:

All of these experiences may be categorised into four categories: Sense experiences, feel
experiences, Think experiences, and Act experiences.

Cross Cultural and Global Branding

Increasingly, branding activities are being carried out on a worldwide scale. Trying to establish a
worldwide brand raises a slew of challenges. Despite the obvious regional and national disparities,
Levitt argues that businesses must learn to function as if the world is one big market. A lot of
studies, however, have looked at whether or not global marketing campaigns should be
standardised or customised (Szymanski et al. 1993).

39
Cultural and linguistic components of branding have also been studied in research, such as the
visual vs verbal representational differences between Chinese and English brand names (Schmitt
et al. 1994, Pan and Schmitt 1996, Zhang and Schmitt 2001). It has been shown by Steenkamp and
colleagues that perceived globalness increases brand value.

Branding and Social Welfare

Even if no money were spent on advertising and promoting items, brands would still exist.
Customers would recognise items or services that have served them well by their names, colours,
or shapes, and utilise this information to make future purchases easier. Customers, who are
satisficers, are also sluggish to respond to changes in the performance of their existing or
alternative options. As a consequence, the physical attribute product market suffers from
inefficiency for the time being. Brand equity may be seen as a kind of market inefficiency (see
Horth-Anderson 1983), generating a number of fascinating concerns.

40
 CHAPTER 4

RESEARCH METHODOLOGY

4.1 Data Collection

A representative sample poll was used to compile the main data. The questionnaire's topics include
Role of Social Media Marketing in Brand Promotion. The information the workers provided will
be examined in order to draw the necessary conclusions. Books, the firm website, articles, and
social media marketing magazines all served as secondary sources of information.

4.1.1 Primary data

Questionnaires are the primary method of data collection. Customers were questioned for this
research, with 100 valid replies utilised to draw conclusions about Role of Social Media Marketing
in Brand Promotion.

4.1.2. Secondary data

Sources of secondary data were primarily the Internet, journals, newspaper, annual report, database
available in the library, catalogues and presentations.

4.2 Data Analysis

4.2.1 Presentation tool:

It refers to the process through which all available instruments are used in order to portray facts in
a meaningful and readily comprehensible manner. For the purposes of this study, data was
presented in the form of tables and graphs.

4.2.2 Data Analysis tool:

Pie Charts, Percentages

41
4.2.3 Sample Size:

Our sample size was 100.

4.2.4 Sample Unit:

In this project sampling unit consists of the Social Media users in Delhi NCR Region.

4.2.5 Sampling Technique:

For the purpose of research convenient sampling technique was used.

4.3. Research design:

It is descriptive research, which helps to evaluate the perception of employees on Role of Social
Media Marketing in Brand Promotion.

4.4 Research Method:

The research design is a Descriptive Research. Tables, graphs, and numerical summaries comprised
descriptive statistics. Its primary goal is to make data easier to see and infer. The characteristics that
make up the sample's demographic and geographic profile are described in descriptive research.

4.5 Structure of Questionnaire:

The questions formulated were organised and non-disguised. The questions were posed to ensure that
all relevant information was gathered and that the respondents were able to provide examples to back
up their answers.

42
 CHAPTER 5

DATA ANAYSIS AND INTERPRETATION

1. Analysis of Gender
Table no. 1

Gender No. of Respondents Percentage

Male 50 50%
Female 50 50%
Total 100 100%

Chart no. 1

Gender

Male
50% 50%
Female

Interpretation:

There are 50 percent men and 50 percent women in this survey, as seen in the table above.

43
 2. Family Structure
Table no. 2

Family Structure No. of Respondents Percentage

Nuclear 75 75%
Joint 25 25%
Total 100 100%

Chart no. 2

Family Structure

25%

Nuclear
Joint

75%

Interpretation:

75 percent of respondents have a nuclear family, whereas 25 percent have a combined family, as
seen in the above table.

44
 3. Age
Table no. 3

Age Group No. of Respondents Percentage

18 - 25 years 33 33%
26 - 35 years 24 24%
36 -45 years 30 30%
Above 45 years 13 13%
Total 100 100%

Chart no. 3

Age Group
35

30

25

20

15

10

0
18-25 years 26-35 years 36-45 years Above 45 years

Age Group

Interpretation:

Table 3.3 shows that 33% of respondents are between the ages of 18 and 25, 24% are between 26
and 35, 30% are between 36 and 45, and 13% are beyond 45.

45
 4. Educational qualification
Table no. 4

Educational qualification No. of Respondents Percentage

Up to SSC 29 29%
HSC 21 21%
Graduate 37 37%
Post graduate 13 13%
Total 100 100%

Chart no. 4

Education qualification
40

35

30

25

20

15

10

0
Upto SSC HSC Graduate Post graduate

Education qualification

Interpretation:

Table 3.4 shows that 29% of respondents have a qualification up to SSC, 21% have an HSC
qualification, 37% have a graduate degree and 13% have a post graduate degree.

46
 5. Marital Status
Table no. 5

Marital Status No. of Respondents Percentage

Married 42 42%
Unmarried 58 58%
Total 100 100%

Chart no. 5

Marital Status

42%
Married
Unmarried
58%

Interpretation:

According to the data in the table above, 42% of respondents are married, while 58% are single.

47
 6. Occupation
Table no. 6

Occupation No. of Respondents Percentage

Government Employee 36 36%
Professional 8 8%
Self Employed 17 17%
Private Employee 39 39%
Total 100 100%

Chart no. 6

Occupation
45

40

35

30

25

20

15

10

0
Government Employee Professional Self Employed Private Employeee

Occupation

Interpretation:

According to the above data, 36% of respondents work for the government, 8% are professionals,
17% are self-employed, and 39% are employed by private companies.

48
 7. Annual Family Income
Table no. 7

Annual Income No. of Respondents Percentage

Up to 200000 17 21%
200000-400000 18 23%
400000-600000 32 40%
Above 600000 13 16%
Total 100 100%

Chart no. 7

Annual Family Income

35

30 32

25

20

18
15 17

13
10

0
Up to 200000 200000-400000 400000-600000 Above 600000

Annual Family Income

Interpretation:

According to the data in the table above, 21% of respondents earn up to 200,000, 23% earn between
200,000 and 400000, 40% earn between 400000 and 600000, and 16% earn more than 600000
each year.

49
8. Social Media Accounts used by Respondents.
Table no. 8

Opinion No. of Respondents Percentage

Facebook 84 84%
Instagram 90 90%
YouTube 73 73%
LinkedIn 64 64%
Quora 43 43%
Snapchat 62 62%
Specific blog sites 8 8%
Twitter 40 40%
Others 7 7%

Chart no. 8

Opinion
Others 7

Twitter 40

Specific blog sites 8

Snapchat 62

Quora 43

LinkedIn 64

YouTube 73

Instagram 90

Facebook 84

0 10 20 30 40 50 60 70 80 90 100

Opinion

50
Interpretation:

Instagram is the most popular social media network, closely followed by Facebook and YouTube.
Pinterest, Reddit, Tik Tok and WhatsApp are other popular social media sites used by respondents.
The vast majority of those who took the survey are fans of 1-10 reviewers. On social media, just
15% of people don't follow influencers. As a favoured medium for use in the more visual categories
such as Food/Drink/Travel/Fashion/Celebrities/Lifestyle, Instagram holds the advantage over
YouTube. This is also a current trend in Marketing. YouTube, on the other hand, dominates in the
fields of technology and health. LinkedIn and YouTube are the most popular sites for job-related
searches. Customers are increasingly turning to visual material, particularly when it comes to
following influencers, as shown by this. When it comes to following influencers, Snapchat and
Quora were determined to be the least utilised sites in this study. This must be kept in mind by
marketers while creating campaigns.

For the most part, respondents are undecided about whether or not they will buy the goods that
influencers advocate or use. Influencer marketing may assist with the awareness and deliberation
phases, but the final purchase behaviour may be unaffected by the marketing approach. This tells
us. Further research is needed to fully grasp the degree of impact of various social media on
customers' ultimate purchasing decisions, as this early study shows.

51
 9. How many influencers do you follow?
Table no. 9

Opinion No. of Respondents Percentage

0-5 70 70%
5-10 22 22%
10-15 3 3%
15-20 1 1%
Above 20 4 4%

Chart no. 9

Opinion
80

70
70
60

50

40

30

20
22
10
3 1 4
0
0 to 5 5 to 10 10 to 15 15 to 20 Above 20

Opinion

Interpretation:

Table 9 shows the number of individuals who pay attention to and trust the advice of influencers
who promote and are authorities in their respective fields. For a clear picture of the industry's
influencer landscape, look no further than the table above. These findings demonstrate the
relevance of the study's subject, since more than 30 of the participants follow five or more
influencers.

52
 10. I pay attention to online advertising.
Table no. 10

Opinion No. of Respondents Percentage

Strongly disagree 15 15%
Disagree 28 28%
Neither agree nor disagree 22 22%
Agree 27 27%
Strongly agree 8 8%

Chart no. 10

Progress
30

28
25 27

20 22

15
15
10

8
5

0
Strongly disagree Disagree Neither agree nor Agree Strongly agree
disagree

Progress

Interpretation:

To sum up, 27% of respondents say they pay attention to internet advertising, while 8% strongly
agree with this statement. The remaining 22% of respondents are indifferent, while the other 12%
are highly opposed.

53
 11. I have made any purchases after seeing internet ads.
Table no. 11

Opinion No. of Respondents Percentage

Strongly disagree 6 6%
Disagree 23 23%
Neither agree nor disagree 31 31%
Agree 29 29%
Strongly agree 11 11%

Chart no. 11

Opinion
35

30
31
29
25

20 23

15

10
11

5
6

0
Strongly disagree Disagree Neither agree nor Agree Strongly agree
disagree

Opinion

Interpretation:

It is evident from the above-mentioned table that 29% of respondents agree, with 11% strongly
agreeing, that they had made any purchases after viewing online advertisements. 31% of
respondents were indifferent, with 23% agreeing, with 6% disagreeing.

54
 12. I discover New Trends and Brands on Social Media.
Table no. 12

Opinion No. of Respondents Percentage

Strongly disagree 9 9%
Disagree 31 31%
Neither agree nor disagree 25 25%
Agree 21 21%
Strongly agree 14 14%

Chart no. 12

Opinion
35

30
31

25
25
20
21

15
14
10
9
5

0
Strongly disagree Disagree Neither agree nor Agree Strongly agree
disagree

Opinion

Interpretation:

One-third of respondents agreed with the statement that they find new trends or brands via social
media. Another third disagreed, with a further ten percent strongly disagreeing.

55
 13. I Often make purchases influenced by the advertisements I see on Social Media.
Table no. 13

Opinion No. of Respondents Percentage

Strongly disagree 14 14%
Disagree 30 30%
Neither agree nor disagree 23 23%
Agree 22 22%
Strongly agree 11 11%

Chart no. 13

Opinion
35

30
30
25

20 23
22

15
14
10
11

0
Strongly disagree Disagree Neither agree nor Agree Strongly agree
disagree

Opinion

Interpretation:

To sum up, 22% of respondents say they frequently make purchases affected by ads they encounter
on Social Media, and 11% strongly agree with that statement; however, 23% of respondents say
they are neutral, while 30% disagree and 14% strongly disagree.

56
 14. I am less likely to trust a product review or recommendation if it is sponsored content.
Table no. 14

Opinion No. of Respondents Percentage

Strongly disagree 13 13%
Disagree 44 44%
Neither agree nor disagree 17 17%
Agree 16 16%
Strongly agree 10 10%

Chart no. 14

Opinion
50
45
40 44

35
30
25
20
15 17 16
10 13
10
5
0
Strongly disagree Disagree Neither agree nor Agree Strongly agree
disagree

Opinion

Interpretation:

There are 16 percent of respondents who agree and 10% strongly agree that sponsored material
reduces their confidence in product reviews and recommendations, whereas 17% of respondents
were indifferent and 44% of respondents disagreed and 12% strongly disagreed, as shown in the
preceding table.

57
 15. I'm more likely to try a new brand if the advertisement in displayed on Social Media.
Table no. 15

Opinion No. of Respondents Percentage

Strongly disagree 24 24%
Disagree 27 27%
Neither agree nor disagree 18 18%
Agree 21 21%
Strongly agree 10 10%

Chart no. 15

Opinion
30

25 27
24
20
21
18
15

10
10
5

0
Strongly disagree Disagree Neither agree nor Agree Strongly agree
disagree

Opinion

Interpretation:

There are just 21% of respondents who agree, with a further 9% strongly agreeing, that seeing an
advertising on social media makes them more inclined to try a new company. The remaining 18%
of respondents were indifferent, with 27% disagreeing and another 24% strongly disagreeing.

58
 16. I seek out reviews on internet before making a purchase.
Table no. 16

Opinion No. of Respondents Percentage

Strongly disagree 14 14%
Disagree 27 27%
Neither agree nor disagree 15 15%
Agree 25 25%
Strongly agree 19 19%

Chart no. 16

Opinion
30

25 27
25
20
19
15
15
14
10

0
Strongly disagree Disagree Neither agree nor Agree Strongly agree
disagree

Opinion

Interpretation:

According to the data in the table above, just 25% of respondents agree, with 19% strongly
agreeing, that they look for online reviews before making a purchase. Another 15% of respondents
were indifferent, with 27% disagreeing and 14% strongly disagreeing.

59
 17. The information from SNS is always up to date.
Table no. 17

Opinion No. of Respondents Percentage

Strongly disagree 18 18%
Disagree 23 23%
Neither agree nor disagree 12 12%
Agree 25 25%
Strongly agree 12 12%

Chart no. 17

Opinion
30

25
25
23
20

18
15

10 12 12

0
Strongly disagree Disagree Neither agree nor Agree Strongly agree
disagree

Opinion

Interpretation:

According to the data in the table above, 25% of respondents agree and 13% strongly agree that
the information on SNS is always up to date. There are 13% who are unsure, compared to 23%
who agree and 18% who strongly disagree.

60
 18. Using SNS helps me to connect with others instantaneously.
Table no. 18

Opinion No. of Respondents Percentage

Strongly disagree 11 11%
Disagree 42 42%
Neither agree nor disagree 15 15%
Agree 21 21%
Strongly agree 11 11%

Chart no. 18

Opinion
45

40 42
35

30

25

20
21
15
15
10
11 11
5

0
Strongly disagree Disagree Neither agree nor Agree Strongly agree
disagree

Opinion

Interpretation:

According to the data in the table above, 21% of respondents agree and 11% strongly agree that
utilising social networking sites (SNS) helps them instantly connect with others. In contrast, 42%
of respondents agreed with the study's findings, with 15% strongly agreeing.

61
 19. I trust the brands that are featured / advertised on SNS.
Table no. 19

Opinion No. of Respondents Percentage

Strongly disagree 11 11%
Disagree 13 13%
Neither agree nor disagree 24 24%
Agree 35 35%
Strongly agree 17 17%

Chart no. 19

Opinion
40

35
35
30

25
24
20

15 17

10 13
11
5

0
Strongly disagree Disagree Neither agree nor Agree Strongly agree
disagree

Opinion

Interpretation:

According to the data in the table above, 35% of respondents agree, and 17% strongly agree, that
they trust the companies displayed or promoted on social media. The remaining 24% were
indifferent, while 13% disagree and 11% strongly disagree.

62
 20. I feel excited when I see some products featured on social media.
Table no. 20

Opinion No. of Respondents Percentage

Strongly disagree 18 18%
Disagree 23 23%
Neither agree nor disagree 24 24%
Agree 25 25%
Strongly agree 10 10%

Chart no. 20

Opinion
30

25
25
24
23
20

18
15

10
10
5

0
Strongly disagree Disagree Neither agree nor Agree Strongly agree
disagree

Opinion

Interpretation:

By looking at the data above, it's obvious that 25% of respondents say yes, and 10% say strongly
yes, that when I see certain goods highlighted on social media, I become thrilled. The other 25%
said no, and the remaining 12% said yes strongly.

63
 CHAPTER 6

RESULTS AND DISCUSSION

Findings

The findings of the study are:

• Only 27% of people say they pay attention to internet advertising, with 8% strongly
agreeing. Another 22% say they don't pay attention at all, with 28% saying they don't care
about it at all.
• Of those who responded, 29% agreed, with 11% strongly agreeing, that they had made any
purchases as a result of viewing online advertisements; 31% were indifferent, with 23%
agreeing and 6% strongly agreeing.
• There were 21% who agreed and 14% strongly agreed that they find new trends and brands
on social media. There were 25% who were indifferent, and 31% who disagreed and 9%
who agreed strongly that this is true.
• Only 22% of those polled agreed, with 11% strongly agreeing, that advertising on social
media impact their purchasing decisions often. A further 23% of those polled were
indifferent, with 30% disagreeing with this statement, with 14% strongly disagreeing.
• Sponsored material had a lower trust rating with 16 percent of respondents agreeing, with
10 percent strongly agreeing. Of the remaining 17 percent of respondents, 17 percent were
neutral, with 44 percent of respondents disagreeing with this finding and 13 percent
strongly disagreeing.
• Twenty-one percent of those polled agreed, with ten percent strongly agreeing, that seeing
an advertising for a new brand on social media makes them more inclined to try it. One-
eighth of those polled were neutral, while two-thirds disagreed, with a further quarter
strongly disagreeing.
• About a quarter of respondents agree, and about a third strongly agree, that they check
online reviews before making a purchase. About a fifth of respondents were indifferent,
while about a third disagree, and about a fourth strongly disagree.

64
• The information on SNS is always up-to-date, according to 25% of respondents, while 13%
disagree and 18% severely disagree. The remaining 12% are indifferent, while 23%
disagree and 18% strongly disagree.
• Of those polled, 21% said that utilising social networking sites (SNS) allows them to
interact with people more quickly, with 11% saying they strongly agree.
• In contrast, 42% of respondents agreed with the study's findings, with 15% strongly
agreeing.
• Three-fifths of respondents agree, and one-fifth strongly agree, that they trust the
companies displayed or promoted on social media. Another quarter of respondents were
indifferent, while 13% disagree, and 11% strongly disagree.
• When asked whether people get thrilled when they see certain goods highlighted on social
media, 25% agreed, and 10% strongly agreed. The remaining 25% were indifferent, while
the remaining 23% disagreed and 18% strongly disagreed.

65
Discussion

• There is nothing new about social media marketing, and it is always developing. There are
many publications and papers on this subject, but only a small number connect social media
to changes in consumer behaviour. The findings of the investigation are summarised in a
broad sense.
• The study's sample size indicates that it can only be generalised so far. The sample size
should be expanded in order to include a broader cross-section of society and provide more
reliable findings.
• The survey's participants were mostly from Delhi NCR, but the research may be expanded
to a global scale by collecting data from various regions across the globe to obtain a clearer
picture of the effect social media has on consumer purchasing processes.
• Consumer purchasing habits may differ per nation, depending on culture and values. An
international research on the subject is needed to provide more precise and generalised
findings.
• Because the research was only done between September 2021 and October 2021, it cannot
generalise. As a result, it can't be utilised to track behaviour over time since the timing isn't
accurate.
• As a result, the study's aims have been trimmed to a more manageable size and the findings
are limited to what needs to be examined in light of the goals.
• The information was gathered from people who were willing and able to take part in the
research. Thus, there's a chance of prejudice and a false depiction of the population.

66
 CHAPTER 7

SUGGESTIONS/RECOMMENDATIONS

Suggestions:

According to the conclusions of this research, it is recommended that:

• As a result of this research, it was concluded that although internet advertising has a low
level of trustworthiness, business owners who use the internet as an advertising marketing
tool should strive to provide their customers with a distinctive online shopping experience
tailored to their specific needs and preferences.
• Online advertising was also shown to be successful in reaching and raising customer
awareness, according to the research, which also suggests that businesses should spend
more money on internet advertising.
• Social media marketing should be given a higher priority by businesses. Their social media
presence may improve their exposure as well as the value of their brand, which in turn
leads to greater customer loyalty and a higher lifetime value for their customers.
• Through social media, businesses may better engage with their consumers by
communicating with them on a regular basis and offering assistance or guidance while they
shop.
• Social media may be used more often by businesses to attract customers' attention and raise
awareness of their brands.
• To make consumers feel like a part of the business, brands may be more engaged with
them. This can result in more customer insights and evaluations and feedback.
• More positive customer experiences may be shared by brands so that prospects and those
who are already intending to purchase can better connect to each other.
• Brands must demonstrate their greater clout by becoming more viral on social media.
• Choosing social media influencers is crucial; they must be able to engage with consumers
on a personal level, knowing what they want and need.
• Regular updates should be made to advertisements.

67
 CHAPTER 8

LIMITATIONS AND SCOPE OF FUTURE RESEARCH

Limitations

1. The course of study is limited to 52 days per university rules. Because of the short
timeframe, don't waste it.
2. We can't gather reliable data from people who are very preoccupied. During a survey, some
respondents may not answer the questions correctly or may be biassed in their answers,
which may affect the results.
3. There are several pieces of information that can't be gotten from the Banks.
4. The interviewers had a limited amount of time. Consequently, it was impossible to get all
the information we needed.
5. In-person interviews with respondents need a significant investment of both money and
time in order to obtain primary data.
6. Bank workers in Bangalore, India, are the only population targeted by the research.
7. Fifty bank customers make up the sample for this research.
8. Most people who filled out the survey did so with relative candour.
9. It's possible that some respondents are prejudiced or weren't completely honest in their
answers.

68
Scope Of Future Research

Many hypotheses on the issue were explored, but they were presented in a very broad context so
that readers could get a sense of the overall picture. This means that more study should be done if
the research aim may be met by conducting an in-depth survey.

Using a real-world business as a point of comparison would be very beneficial and eye-opening.
It is possible to compare the perceptions of the firm's customers with what the company believes
it is doing via an examination of the example company. Is the outcome likely to show a wide range
of views on social media and decision-making from two separate parties? Results might aid the
organisation in gaining a clear understanding of the problem and determining the best course of
action.

Research has shown that customers aren't motivated to spread word of mouth through social media,
and this suggests that marketers may need to take action in order to get these discussions started.
For this reason, future study may investigate the causes and possible alterations of this specific
sensation in order to use social media as a validating buying tool.

But if additional study could be done for firms, theories might be more properly inferred, as certain
theories are offered and developed in an effort to assist organisations migrate from the
conventional marketing strategy to the new marketing attitude. In such circumstance, it would be
possible to draw conclusions and results with precision.

69
 CHAPTER 9

CONCLUSION
Social media has a crucial role to play in the development of the online brand experience for
businesses and educational institutions alike (Kavoura, 2014). Using viral marketing strategies,
Facebook can influence the intangible aspects that influence prospective students' choices by
promoting educational and research activities both within and outside of the classroom (Khan,
2013). To put it another way, it looks that adopting social media is done on the fly and without the
formation of a comprehensive marketing strategy or defined objectives. This is the situation with
our company.

However, social networking should not be seen as a one-size-fits-all solution. Visits and a focus
on parents and relatives should be the marketing department's first line of defence (Constantinides
and Stagno, 2012). Student-run clubs and official university social media should both be used
during these events to bring potential students to existing students for guidance and information.
This will allow current students to serve as informal admissions representatives for the university.
An integrated marketing communications strategy would use social media, such as SNSs, such as
those on Facebook, in order to ensure that both current and traditional media are used in the
marketing of the institution (Belch and Belch, 2014).

Therefore, we can conclude that social media is a fast medium for interacting with people and
helping students to interact with people in the society, which will help the students to develop
socially, despite the fact that students were thinking that using social media for a long period of
time is just a waste of time and it is not reliable for sharing personal information on the social
media.

70
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73
 ANNEXURE

QUESTIONNAIRE

1. Analysis of Gender
a) Male
b) Female

2. Family Structure
a) Nuclear
b) Joint

3. Age
a) 18 - 25 years
b) 26 - 35 years
c) 36 -45 years
d) Above 45 years

4. Educational qualification
a) Up to SSC
b) HSC
c) Graduate
d) Post graduate

5. Marital Status
a) Married
b) Unmarried

74
6. Occupation
a) Government Employee
b) Professional
c) Self Employed
d) Private Employee

7. Annual Family Income

a) Up to 200000
b) 200000-400000
c) 400000-600000
d) Above 600000

8. Social Media Accounts used by Respondents.

a) Facebook
b) Instagram
c) YouTube
d) LinkedIn
e) Quora
f) Snapchat Specific blog sites
g) Twitter
h) Others

9. How many influencers do you follow?

a) 0-5
b) 5-10
c) 10-15
d) 15-20
e) Above 20

75
10. I pay attention to online advertising.
a) Strongly disagree
b) Disagree
c) Neither agree nor disagree
d) Agree
e) Strongly agree

11. I have made any purchases after seeing internet ads.

a) Strongly disagree
b) Disagree
c) Neither agree nor disagree
d) Agree
e) Strongly agree

12. I discover New Trends and Brands on Social Media.

a) Strongly disagree
b) Disagree
c) Neither agree nor disagree
d) Agree
e) Strongly agree

13. I Often make purchases influenced by the advertisements I see on Social Media.
a) Strongly disagree
b) Disagree
c) Neither agree nor disagree
d) Agree
e) Strongly agree

76
14. I am less likely to trust a product review or recommendation if it is sponsored content (i.e.
it is a paid advertisement).
a) Strongly disagree
b) Disagree
c) Neither agree nor disagree
d) Agree
e) Strongly agree

15. I'm more likely to try a new brand if the advertisement in displayed on Social Media.
a) Strongly agree
b) Agree
c) Neither agree nor disagree
d) Disagree
e) Strongly disagree

16. I seek out reviews on internet before making a purchase.

a) Strongly disagree
b) Disagree
c) Neither agree nor disagree
d) Agree
e) Strongly agree

17. The information from SNS is always up to date.

a) Highly Dissatisfied
b) Dissatisfied
c) Moderate
d) Satisfied
e) Highly Satisfied

77
18. Using SNS helps me to connect with others instantaneously.
a) Highly Dissatisfied
b) Dissatisfied
c) Moderate
d) Satisfied
e) Highly Satisfied

19. I trust the brands that are featured / advertised on SNS.

a) Highly Dissatisfied
b) Dissatisfied
c) Moderate
d) Satisfied
e) Highly Satisfied

20. I feel excited when I see some products featured on social media.
a) Highly Dissatisfied
b) Dissatisfied
c) Moderate
d) Satisfied
e) Highly Satisfied

78
ROLE OF SOCIAL MEDIA
MARKETING IN BRAND
PROMOTION
Name: Barbie Bordoloi
Reg. No: 2114101153

MANIPAL UNIVERSITY JAIPUR (MUJ)

 INTRODUCTION

– Social media alters the way vendors and consumers communicate with one another. Consumers'
purchasing decisions are influenced by e-commerce.
– The use of social media to communicate and share information about products and services has
created a new platform.
– Since the majority of customers use the internet and online social media platforms, analysing
consumer behaviour is essential for marketing products and services.
Statement of the Problem

– The social media is a significant medium with a wide range of capabilities, which
suggests it will have enormous potential as a marketing tool in the future.
Furthermore, the social media has a greater effect than conventional media in terms
of characteristics like format diversity, affinity, and storage.
– There are no other media that provide interaction as the social media does.
Previously, communication options were limited due to media technology
limitations. The social media opens up a whole new world of communication
options and possibilities.
– Despite this, the researcher's primary goal is to determine if social media advertising
is successful at swaying prospective customers in the contemporary age.
Need of the Study

Product branding is predicted to have a long-term positive effect on the company's bottom
line. Hofstrand (2009) made a distinction between accountants' determination of profit
and economists' assessment of profit when discussing profitability.
Even though accounting profit measures a company's current viability, it does not take into
account the long-term impact.
A company's economic profit reveals its long-term viability and the extent to which its
revenues will outpace its costs.
In order to be successful over the long term, every company wants to be profitable, but
only a few companies with a product branding emphasis achieve this aim.
 Scope of the
Study
Technology marketing structures will benefit
from the conclusions of this research, since
social media has a significant impact on
customer equity and profitability in today's
organisations. It's possible that the findings of
this research may help firms succeed in the
future via social media marketing. This analysis
might assist businesses identify areas where
social media marketing may be lacking. The
findings of this research may help company
owners develop more effective strategies for
social media marketing.
 Importance of the Study

When focusing on present clients solely, however, the focus shifts to discovering new avenues for
expanding sales of the company's products and services.

In addition, the emphasis switches from determining what consumers desire under the circumstances that
motivate prospects to pursue their jobs and interests to determining how various marketing factors, such
as pricing and distribution channel, affect customer behaviour.

Below, we'll talk about a study that looked at how to divide up markets into smaller niches.

First, we take into account methods for deducing human desires based on their contexts outside of the
market. Then, we move on to the practice of gauging customer satisfaction by seeing how they respond to
products already on the market.
OBJECTIVES OF THE STUDY

To determine the
importance of social media
and how companies can To evaluate the impact of
use social media as an social media marketing
important tool to reach out activities on the brand
to their customers. promotion.

To analyse the effect of

social media marketing on
the buying decisions of
customers.
REVIEW OF LITERATURE

In order to effectively communicate with consumers in the age of social media,

companies must learn to adapt their communication strategies to take advantage of the
new tools and methods available (Mangold and Faulds 2099).

Pookulangara and Koesler (2011) draw the conclusion, based on their study model, that
culture has an effect on how people respond and interpret events on technology-based
applications like social media. In other words, a person's culture or ethnicity will impact
how they perceive social media and its content.

Using the TAM, Di Pietro and Pantano (2012) discovered that customers utilise social
networks as a platform to help them make purchasing choices because they love it.

When it comes to using social media, "it is the people who are the influencers, not the
technology" (Gonzalez 2010, 23).
 RESEARCH
METHODOLOGY
Data Collection
Primary data
– Questionnaires are the primary
method of data collection.
employees were questioned for
this research, with 100 valid replies
utilised to draw conclusions about
Role of Social Media Marketing in
Brand Promotion.
Secondary data
– Sources of secondary data were
primarily the Internet, journals,
newspaper, annual report,
database available in the library,
catalogues and presentations.
 Data Analysis
Presentation tool:
– It refers to the process through
which all available instruments are
used in order to portray facts in a
meaningful and readily
comprehensible manner. For the
purposes of this study, data was
presented in the form of tables and
graphs.
Data Analysis tool:
– Pie Charts, Percentages
Sample Size:
– Our sample size was 100.
Sample Unit:
In this project sampling unit consists of
the Social Media users in Delhi NCR
Region.
DATA ANAYSIS AND
INTERPRETATION
Social Media Accounts
used by Respondents.
Interpretation:
Instagram is the most popular social media network, closely
followed by Facebook and YouTube. Pinterest, Reddit, Tik Tok and
WhatsApp are other popular social media sites used by
respondents. The vast majority of those who took the survey are
fans of 1-10 reviewers. On social media, just 15% of people don't
follow influencers.

As a favoured medium for use in the more visual categories such

as food/Drink/Travel/Fashion/Celebrities/Lifestyle, Instagram
holds the advantage over YouTube. This is also a current trend in
Marketing. YouTube, on the other hand, dominates in the fields of
technology and health. LinkedIn and YouTube are the most
popular sites for job-related searches.

Customers are increasingly turning to visual material, particularly

when it comes to following influencers, as shown by this. When it
comes to following influencers, Snapchat and Quora were
determined to be the least utilised sites in this study. This must be
kept in mind by marketers while creating campaigns.
 Opinion
80

How many influencers do

70
70
you follow?
60
Interpretation:
50
Table shows the number of individuals who pay
attention to and trust the advice of influencers who
40
promote and are authorities in their respective fields.
For a clear picture of the industry's influencer
30
landscape, look no further than the table above. These
20
findings demonstrate the relevance of the study's
22
subject, since more than 30 of the participants follow
10
five or more influencers.

3 1 4
0
0 to 5 5 to 10 10 to 15 15 to 20 Above 20

Opinion
 Progress
30

28
I pay attention to online
25
27
advertising.

20
22
Interpretation:
To sum up, 27% of respondents say they pay
15
15
attention to internet advertising, while 8%
strongly agree with this statement. The
10 remaining 22% of respondents are indifferent,
8
while the other 12% are highly opposed.
5

0
Strongly disagree Disagree Neither agree nor Agree Strongly agree
disagree

Progress
Discussion

– Consumer purchasing habits may differ per nation, depending on culture and
values. An international research on the subject is needed to provide more precise
and generalized findings.
– Because the research was only done between January 2023 and February 2023, it
cannot generalize. As a result, it can't be utilized to track behaviour over time since
the timing isn't accurate.
– As a result, the study's aims have been trimmed to a more manageable size and the
findings are limited to what needs to be examined in light of the goals.
– The information was gathered from people who were willing and able to take part in
the research. Thus, there's a chance of prejudice and a false depiction of the
population.
 SUGGESTIONS

– As a result of this research, it was concluded that although internet advertising has a low level of
trustworthiness, business owners who use the internet as an advertising marketing tool should strive to provide
their customers with a distinctive online shopping experience tailored to their specific needs and preferences.
– Online advertising was also shown to be successful in reaching and raising customer awareness, according to
the research, which also suggests that businesses should spend more money on internet advertising.
– Social media marketing should be given a higher priority by businesses. Their social media presence may
improve their exposure as well as the value of their brand, which in turn leads to greater customer loyalty and a
higher lifetime value for their customers.
– Through social media, businesses may better engage with their consumers by communicating with them on a
regular basis and offering assistance or guidance while they shop.
– Social media may be used more often by businesses to attract customers' attention and raise awareness of their
brands.