MINOR PROJECT

ON

“Study On Impact Of social media on marketing strategies of Amit Sales” SUBMITTED

IN THE PARTIAL FULFILLMENT FOR THE AWARD OF THE DEGREE OF
BACHELORS IN BUSINESS ADMINISTRATION

UNDER THE GUIDANCE OF:

Ms.

SUBMITTED BY:

AMAAN SWALEH
Enrolment No. 03420801721
BBA-V Semester
Batch 2021-24

BPIT
Affiliated to Guru Gobind Singh Indraprastha

UniversityDelhi
 TABLE OF CONTENT

S No. Particulars Page No.

i
1 Student Declaration

2
Certificate from Faculty Guide ii

3
Acknowledgement iii

4
Executive Summary iv

5
Chapter 1: Introduction

6
Chapter 2: Review of Literature

7
Chapter 3: Research Methodology

8
Chapter 4: Data Analysis

9
Chapter 5: Findings and Conclusion

10
Swat analysis

11 Executive summary

12 Referencing and Annexures (to include questionnaire, if any;

plagiarism report, etc.)
 STUDENT DECLARATION

This is to certify that I have completed the project titled “Study on

Impact of social media on marketing strategies of Amit Sales” under
the

guidance of “Ms. ” in the partial fulfilment of the requirement for the

award of the degree of “Bachelors in Business Administration” from
“BPIT”

It is also certified that the project of mine is an original work and I

have not submitted it earlier elsewhere.

AMAAN SWALEH
03420801721

BBA Semester V
 Bhagwan Parshuram Institute of Technology
A Unit of Bhartiya Brahmin Charitable Trust (Regd.)
(Approved by AICTE, Ministry of HRD, Govt. of India)
(Affiliated to Guru Gobind Singh Indraprastha University, Delhi for B.Tech and
Management Courses)
PSP Area No. 4, Sector 17 (Opp. Sector 11, Rohini, Delhi 110089)
Tel: 011-27571080, 27572900, Fax: 011-27574642
Email: bpitindia@yahoo.com, Website: www.bpitindia.com

CERTIFICATE

This is to certify that the project entitled “Study On Impact Of social media on
marketing strategies of Amit Sales ”
submitted by Amaan swaleh 03420801721. has been done under my guidance and
supervision in partial fulfillment of the requirement for the award of Bachelor of
Business Administration.
The work and analysis mentioned in this Project Report have been undertaken by the
candidate himself / herself and references have been recognized and acknowledged
in the text of the report.

Name of the Guide

Project Guide
 ACKNOWLEDGEMENT

I offer my sincere thankfulness and humble regards to BPIT, GGSIP

University, New Delhi for imparting us very valuable professional
training in BBA.

I pay my sincere regards and gratitude to Ms., my project Guide for

giving me the cream of her knowledge. I am thankful to her as she has
been a constant source of advice, motivation and inspiration. I am
also thankful to her for giving his suggestions and encouragement
throughout the project work.

I take this opportunity to express my gratitude and offer my

thanksgiving to our computer Lab staff and library staff for providing
me the opportunity for utilizing their resources for the completion of
the project.

I am also thankful to my family and friends for constantly motivating

me to complete the project and providing me an environment which
enhanced my knowledge.

AMAAN SWALEH
03420801721

BBA Semester V
Executive Summary

The study investigating the impact of social media on the marketing strategies of Amit Sales
presents a comprehensive analysis of how the company's engagement on social platforms
influences their marketing approaches. This executive summary encapsulates key findings
and recommendations to offer a concise overview of the study's insights.

Amit Sales, a significant entity in the marketing landscape, has been examined in terms of its
utilization of social media within its marketing strategies. The study delved into various
facets, including content, audience engagement, platform effectiveness, and the resultant
impact on the company's overall marketing performance.

Social Media Presence and Content Strategy:

Amit Sales has established a notable presence across various social media platforms. The
study revealed a comprehensive content strategy, incorporating diverse content types, such as
videos, infographics, and customer testimonials. The company displays a keen understanding
of tailoring content to suit different social media platforms.

Audience Engagement and Impact:

The analysis highlighted the company's success in fostering robust audience engagement.
Through interactive content, personalized communication, and prompt responsiveness, Amit
Sales has effectively nurtured relationships and built a significant level of trust with its
audience. This engagement has notably influenced the audience's perception of the brand and
its offerings.

Platform Effectiveness and Metrics:

The study assessed the effectiveness of various social media platforms utilized by Amit Sales.
It revealed measurable positive impacts on metrics such as increased brand visibility,
enhanced lead generation, and amplified website traffic. The data showed consistent growth
and positive returns on the marketing investments made on these platforms.

In conclusion, the study demonstrates Amit Sales' adept use of social media within their
marketing strategies, effectively leveraging content and engagement to drive positive
outcomes. By implementing the recommended enhancements, the company can fortify its
position as an influential player in the realm of social media-driven marketing strategies.
 Chapter- 1

Introduction
Introduction
Social media has become an important part of almost everyone’s life. Initially, the purpose of
social media apps is to connect with other people. But over the years, its goals have changed.
Marketing has become a good thing for businesses, especially small businesses. It helps
organizations offer products and services to a wide audience. Brand presence on social media
can also increase visibility and brand awareness. That’s why the company focuses on good
marketing strategies. According to statistics, 58% of companies increase their visibility on
social media for brand awareness. 41% of companies’ social media goals are to improve
community management. Creating an effective marketing strategy requires in-depth research
on your competitors, their target audiences and strategies. It can help you learn more about
fashion, especially if you’re just starting out. Learning your competitors’ strategies can also
help you avoid making the same mistakes they make. It will also help you make your
business plan on time One of the most important steps in creating a marketing plan is
deciding on the print on the right advertising platform. After determining your target
audience, you need to choose the best platform to promote your product or service. For
example, if your target audience is young, your marketing efforts should focus more on
Instagram. If your target audience is professionals, you should quickly pay attention to
creating marketing campaigns for LinkedIn. It’s best not to use all social media apps at the
same time. The Impact of social media on the advertising industry today cannot be
overstated. More than just a means of communication, it has become a powerful source of
power that enables companies to connect with target audiences around the world. As digital
platforms continue to permeate every aspect of life today, Amit Sales recognizes the need to
leverage the power of social media to enhance marketing strategies, gain value, compete and
ultimately achieve business goals. The purpose of this study is to conduct an in-depth study
on the various impacts of social media on the marketing strategy of Amit Sales. By carefully
analysing the adoption, usage and consequences of social media, we attempt to uncover the
positive interaction between this digital phenomenon and Amit Sales’ approach to business
copy. In an era characterized by dynamic technological advancement and an ever-evolving
digital landscape, businesses around the world are challenged to change, innovate and
strategize with unparalleled agility.
The rise of social media platforms in particular has changed the entire business models of
companies in many industries, becoming a powerful force for information marketing,
customer engagement and revenue growth. Among these companies, Amit Sales is one of the
most experienced in sales and marketing and is a good example of a restructured
organization’s business strategy on the digital frontier. 7 Through the combination of various
research methods, this study includes surveys, literature reviews, and reviews of social
studies programs to provide insight into how Amit Sales can adapt to the digital age and
leverage the power of social media
 Chapter- 2

Review of Literature
Abdullah, T., Deraman, S. N. S., Zainuddin, S. A., Azmi, N. F., Abdullah, S. S., Anuar, N.
I. M., … & Hasan, H. (2020) This study seeks to identify the features of social media
influencers that contribute to purchase intention in the fashion industry. It adopts the Ohanian
model of sources of credibility as to examine the association between trustworthiness,
expertise, likability, similarity and familiarity towards Instagram users’ purchase intention of
fashion products. A total of 148 sample students of Universiti Malaysia Kelantan are
responding to the questionnaire. Findings indicate that likability, trustworthiness and
familiarity are key factors that influence Instagram users purchase intention towards fashion
products

Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020): This study shows that Social
media allows people to freely interact with others and offers multiple ways for marketers to
reach and engage with consumers. Considering the numerous ways social media affects
individuals and businesses alike, in this article, the authors focus on where they believe the
future of social media lies when considering marketing-related topics and issues.

Ebrahim, R. S. (2020) This study aimed at exploring the impact of social media marketing
activities (SMM) on brand loyalty via brand trust and brand equity. Based on an online
survey of 287 users who follow telecommunications companies on social media located in
Egypt, data was collected and analyzed using structural equation modeling. The results
revealed that SMM activities comprise only three dimensions; trendiness, customization and
word-of-mouth.

Eid, R., Abdelmoety, Z., & Agag, G. (2020): this paper aims to offer a comprehensive
description of the antecedents and consequences of social media use in international B-to-B
SMEs and the way in which this use affects their export performance. The results reveal that
the use of social media influences export performance through the quality of international
business contacts – understanding customers’ views and preferences, brand awareness and
knowledge of the competition in various international markets.

Manzoor, U., Baig, S. A., Hashim, M., & Sami, A. (2020): This study will help determine
how it influences Pakistani consumers’ purchase intentions. This research used a quantitative
method based on primary data. The data was collected from Faisalabad, and the sample size
was 250 participants. Among the 250 questionnaires, 190 are useable. The results show that
trust and social media influence significantly affect consumers’ purchase intentions. Data
analysis reveals that social media marketing has a greater influence than trust in purchase
intentions through social networking sites.
Adiyono, N. G., Rahmat, T. Y., & Anindita, R. (2021): This study shows that technological
developments have brought new media related to the internet. The internet is currently a
necessity for many people around the world because with the internet, information can be
conveyed quickly and easily. In the world of business is also entered by the internet. The
internet creates something new, one way of marketing product. A businessman finds the latest
marketing strategy by creating digital content for the products they offer and they will
distribute it on social media so that more people and potential consumers will see and know
about the product.

Dolega, L., Rowe, F., & Branagan, E. (2021) This study aims to quantify the relationship
between social media activities and business outcomes for a major British online retail
company. Drawing on a time series of twelve-month of detailed social media activity,
website traffic and product-level sales data, we measure the impact of social media marketing
campaigns on website visits, orders and sales.

Li, F., Larimo, J., & Leonidou, L. C. (2021) This study makes three major contributions to
the social media marketing literature. First, it offers a definition and a conceptualization of
SMMS that help alleviate definitional deficiency and increase conceptual clarity on the
subject. By focusing on the role of social connectedness and interactions in resource
integration, we stress the importance of transforming social media interactions and networks
into marketing resources to help achieve specific strategic goals for the firm. In this regard,
we provide theoretical justification of social media from a strategic marketing perspective.

Salem, S. F., & Salem, S. O. (2021) The main purpose of this study is to examine the
antecedents of brand loyalty in the context of fast fashion industry. This study also highlights
the role of social media (SM) marketing on value consciousness (VC), brand love (BL) and
brand consciousness (BC). A self-structured questionnaire survey method was employed to
collect data from 240 customers in Malaysia. Statistical analysis is performed based on the
PLS-SEM approach to analyze the data.

Alwan, M., & Alshurideh, M. (2022) This study aims to investigate the effect of digital
marketing, social media marketing and electronic word-of-mouth EWOM, on the purchase
intention with moderating effect of brand equity. A quantitative research approach was used
to achieve the research objectives
Forghani, E., Sheikh, R., Hosseini, S. M. H., & Sana, S. S. (2022) This study aims to
investigate the effect of these strategies on the buying behavior of customers in online
shopping stores in Tehran. For this purpose, five best-selling online stores in Tehran are
selected and 79 samples are taken from each of them. For data collection, a 2-tuple fuzzy
linguistic representation model is used in order to no lose the linguistic information obtained
from customers.

Khalayleh, M., & Al-Hawary, S. (2022) The study aimed to examine the impact of the
marketing mix for digital content on the marketing performance of five-star hotels in Jordan.
The dimensions of the marketing mix for digital content were (digital marketing database,
social media platforms, digital pricing, and digital advertising), while the dimensions of
marketing performance were (customer loyalty, customer satisfaction, and attracting new
customers).

Kumar, B., & Sharma, A. (2022) This study shows that how social media and its impact on
business-to-business marketing have received significant attention from practitioners and
researchers. Social media has also impacted the selling process, and our research examines
the extant literature to derive a deeper understanding of the area and identify directions for
future research.

Kurdi, B., Alshurideh, M., Akour, I., Tariq, E., AlHamad, A., & Alzoubi, H. (2022 ) This
study explores this influence by involving several factors of influencer’s characteristics on
both consumers’ attitude and intention. Also, a moderation role of vloggers as a new
emerging marketing tool is also examined in this research.

Angraini, N. (2023): This research is a literature review study that aims to discuss more
deeply about social media marketing by using celebrity influencers as their online marketing
8 communication in approaching potential consumers. Researchers take international articles
from the data base of publishers Elsevier, Scopus and emerald that are in accordance with the
study studied. From the articles that researchers have obtained, reviews are carried out to take
important points about influencer social media marketing information.
 Chapter- 3

Research Methodology
 3.1 Research Objective

• To examine the impact of social media on marketing strategies of amit sales.

• To understand the benefits and challenges of using social media in making marketing
strategies decisions

3.2 Research design

The research design for this study will be a quantitative survey. The survey will be
designed to collect data on the use of social media in making marketing strategies.

3.3 Sampling

The target population for this study is employees of the company and marketing
professionals who work in other distributorship companies. A convenience sampling
approach will be used to recruit participants. The survey will be distributed through mails,
social media and personal reach.

3.4 Data collection

Data will be collected using an online survey tool. The survey will consist of closeended
questions that ask respondents to rate their level of agreement on a Likert scale.

3.5 Analytical tools

Descriptive statistics: This involves analysing the data using measures such as mean,
median, mode, standard deviation, variance, frequency distributions, and crosstabulations.
Descriptive statistics help in summarizing the data and identifying patterns and trend
 Chapter- 4

Data Analysis
Data Analysis

In this chapter we have discussed the research design and methodology, origin of the
research, design of the research, variable of the research, population and sample of the
research, tools for data collection, procedure for data collection, statistical analysis done in
research work. Data analysis is important step and heart of the research in research work.
After collection of data with the help of questionnaire, the next logical step is to analyse and
interpret the data.

ANALYSIS
 Chapter- 5

Findings and Conclusion

Findings:
1) 60 percent of people engage with amit sales social media content
several times a week

2) 70-75 percent people use instagram and facebook for

interaction with brands including amit sales

3) Half of the people put amit sales social media presence in

there purchasing decisions on scale 4 out of 5

4) 95 percent people are most influenced by the videos made by

amit sales social media platforms

5) 75 percent people purchased multiple times from amit sales as a

result of their social media promotions

6) 75 percent people find amit sales very responsive to customer queries

7) 95 percent people think that amit sales uses sociql

media to communicate their brand values and mission very well

8) 55 percent people strongly agree that amit sales social

media presence sets them apart from their competitors

9) 55 percent people finds amit sales highly engaging in social

media content provided for its audience
Conclusion:

The impact of social media on the marketing strategies of Amit Sales is likely to be
significant. Social media can enhance brand visibility, engagement, and customer interaction,
potentially influencing purchasing decisions. However, the specific outcomes would depend
on the strategies employed, target audience, and the nature of products or services offered by
Amit Sales. A comprehensive analysis of social media's role in marketing strategies would
provide valuable insights for optimizing promotional efforts.
 SWAT ANALYSIS
Strengths:
 Active Social Media Presence:
During my internship, I observed that Amit Sales maintains an active and notable presence across
various social media platforms, allowing for broad audience reach.
 Diverse and Engaging Content:
The company's content strategy is commendable, incorporating a variety of content types such as
videos, infographics, and customer testimonials. This diversity contributes to audience
engagement.
 Effective Audience Engagement:
I noticed that Amit Sales excels in fostering audience engagement through interactive content,
personalized communication, and prompt responses. This has significantly contributed to building
trust with the audience.
 Positive Impact on Metrics:
The data I encountered during my internship showcased positive impacts on metrics like
increased brand visibility, enhanced lead generation, and amplified website traffic, indicating the
effectiveness of the social media strategies.

Weaknesses:
 Platform Dependency:
One concern I noted is the potential vulnerability to changes in social media platform policies or
algorithms. It's crucial to address this dependency to mitigate risks.

Opportunities:
 Continuous Learning and Adaptation:
Given the dynamic nature of the technological landscape, there is an opportunity for continuous
learning and adaptation to emerging trends, ensuring the company stays ahead of the curve.

Threats:
 Technological Changes:
I observed that rapid technological changes pose a potential threat if there is a delay in adapting to
new trends. Staying informed and agile is crucial to overcoming this challenge.
 Competitive Landscape:
As I interned, I recognized the importance of monitoring and responding to the strategies of
competitors in the social media space to maintain a competitive edge.

This SWOT analysis, based on my internship observations

References
Abdullah, T., Deraman, S. N. S., Zainuddin, S. A., Azmi, N. F., Abdullah, S. S., Anuar, N. I. M., ... &
Hasan, H. (2020). Impact of Social Media Influencer on Instagram User Purchase Intention towards
the Fashion Products: The Perspectives of UMK Pengkalan Chepa Campus Students. European
Journal of Molecular & Clinical Medicine.

Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing.
Journal of the Academy of Marketing science, 48(1), 79-95.

Ebrahim, R. S. (2020). The role of trust in understanding the impact of social media marketing on
brand equity and brand loyalty. Journal of Relationship Marketing, 19(4), 287-308.

Eid, R., Abdelmoety, Z., & Agag, G. (2020). Antecedents and consequences of social media
marketing use: an empirical study of the UK exporting B2B SMEs. Journal of Business & Industrial
Marketing, 35(2), 284-305.

Manzoor, U., Baig, S. A., Hashim, M., & Sami, A. (2020). Impact of social media marketing on
consumer’s purchase intentions: the mediating role of customer trust. International Journal of
Entrepreneurial Research, 3(2), 41-48. 11

Adiyono, N. G., Rahmat, T. Y., & Anindita, R. (2021). Digital marketing strategies to increase online
business sales through social media. Journal of Humanities, Social Science, Public Administration and
Management (HUSOCPUMENT), 1(2), 31-37.

Dolega, L., Rowe, F., & Branagan, E. (2021). Going digital? The impact of social media marketing on
retail website traffic, orders and sales. Journal of Retailing and Consumer Services, 60, 102501.

Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: definition,
conceptualization, taxonomy, validation, and future agenda. Journal of the Academy

Salem, S. F., & Salem, S. O. (2021). Effects of social media marketing and selected marketing
constructs on stages of brand loyalty. Global Business Review, 22(3), 650-673. of Marketing Science,
49, 51-70.

Salem, S. F., & Salem, S. O. (2021). Effects of social media marketing and selected marketing
constructs on stages of brand loyalty. Global Business Review, 22(3), 650-673.

Alwan, M., & Alshurideh, M. (2022). The effect of digital marketing on purchase intention:
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Forghani, E., Sheikh, R., Hosseini, S. M. H., & Sana, S. S. (2022). The impact of digital marketing
strategies on customer’s buying behavior in online shopping using the rough set theory. International
journal of system assurance engineering and management, 1-16
Khalayleh, M., & Al-Hawary, S. (2022). The impact of digital content of marketing mix on marketing
performance: An experimental study at five-star hotels in Jordan. International Journal of Data and
Network Science, 6(4), 1023-1032.

Kumar, B., & Sharma, A. (2022). Examining the research on social media in business-to-
business marketing with a focus on sales and the selling process. Industrial Marketing
Management, 102, 122-140.
Kurdi, B., Alshurideh, M., Akour, I., Tariq, E., AlHamad, A., & Alzoubi, H. (2022). The
effect of social media influencers’ characteristics on consumer intention and attitude toward
Keto products purchase intention. International Journal of Data and Network Science, 6(4),
1135-1146.

Angraini, N. (2023). Social Media Marketing Influencer: Literature Review on Promotional Strategies
Using the Influence of Social Media Celebrities. International Journal of Economic Research and
Financial Accounting (IJERFA), 1(4).
Annexure