Vishnu Final Semester Project

THREE MANDATORY PROJECT REPORTS ON
GENERAL MANAGEMENT, SPECIALIZATION & SOCIAL RELEVANCE
TITLE OF THE PROJECTS

(TO UNDERSTAND CONSUMER AWARENESS AND ATTITUDE TOWARDS
THE RECYCLE PACKAGING)
(TO STUDY HOW ARTIFICIAL INTELLIGENCE IS OPTIMISING MORDEN
MARKETING PRACTICES)
(TO UNDERSTAND THE IMPACT OF SOCIAL MEDIA ON INDIAN YOUTH)
Submitted in partial fulfillment for the award of the degree of

MASTER OF MANAGEMENT STUDIES
UNIVERSITY OF MUMBAI
Submitted by
Mr. Vishnu Venu Nair

ROLL NO- 2021141
2021-2023
Under The Guidance

of Prof. Nitu Nair
LALA LAJPATRAI INSTITUTE OF MANAGEMENT

MAHALAXMI, MUMBAI – 400 034
THREE MANDATORY PROJECT REPORTS ON
GENERAL MANAGEMENT , SPECIALIZATION & SOCIAL RELEVANCE
TITLE OF THE PROJECTS

(TO UNDERSTAND CONSUMER AWARENESS AND ATTITUDE TOWARDS
THE RECYCLE PACKAGING)
(TO STUDY HOW ARTIFICIAL INTELLIGENCE IS OPTIMISING MORDEN
MARKETING PRACTICES)
(TO UNDERSTAND THE IMPACT OF SOCIAL MEDIA ON INDIAN YOUTH)
Submitted in partial fulfillment for the award of the degree of

MASTER OF MANAGEMENT STUDIES
UNIVERSITY OF MUMBAI
Submitted by
Mr. Vishnu Venu Nair

ROLL NO- 2021141
2021-2023
Under The Guidance

of Prof. Nitu Nair
LALA LAJPATRAI INSTITUTE OF MANAGEMENT

MAHALAXMI, MUMBAI – 400 034
GENERAL MANAGEMENT PROJECT
DECLARATION
I hereby declare that this project report submitted by me to the partial fulfillment of the requirement for
the award of MASTER OF MANAGEMENT STUDIES (MMS) of the University of Mumbai is a
bonafide work undertaken by me and it has not been submitted to any other University or institution for
the award of any other degree or diploma certificate or published any time before.
Name:
Roll No. 2021141 Signature of the student
VISHNU VENU NAIR

Certificate
This is to certify that the “To Understand Consumer Awareness and Attitude towards Recycle
Packaging”, has been successfully completed by Mr. Vishnu Venu Nair during the MMS II, SEM IV
in partial fulfillment of the Master’s degree in Management Studies recognized by the University of
Mumbai for the batch 2021–2023. This project work is original and has not been submitted earlier for
the award of any degree, diploma or associateship of any other University/ Institution.
Date :
-
Dr. H.J.Bhasin Prof. Nitu Nair
Director Project Guide
ACKNOWLEDGEMENT
This project has been a great learning experience for me. I take this opportunity to thank Prof. Nitu
Nair, my internal project guide whose valuable guidance & suggestions made this project possible. I
am extremely thankful to him/her for his/her support. She has encouraged me and channelized my
enthusiasm effectively.
I express my heart-felt gratitude towards my parents Mr. Venu Nair and Mrs. Pushpalatha Venu Nair,
siblings and all those friends who have willingly and with utmost commitment helped me during the
course of my project work.
I also express my profound gratitude to Dr. H.J.Bhasin, Director of Lala Lajpatrai Institute of
Management for giving me the opportunity to work on the projects and broaden my knowledge and
experience.
I would like to thank all the professors and the staff of Lala Lajpatrai Institute especially the Library
staff who were very helpful in providing books and articles I needed for my project.
Last but not the least, I am thankful to all those who indirectly extended their co-operation and
invaluable support to me
EXECUTIVE SUMMARY
Packaging is an unavoidable part of everyday life. It protects products, preserves them, enhances them,
displays important information, acts as a marketing tool and allows for safe transportation. However,
the unfortunate truth is that packaging is often viewed as waste. Even worse, packaging often ends up
this way too. Therefore, a key consideration of good packaging design involves the generation of less
waste following the end of its’ useful life, whilst still helping end-consumers to use it and the contained
products efficiently. Therefore, there has been a growing focus on recyclable packaging solutions such
as corrugated cardboard.
Assessing whether recyclable packaging is the right option for your business.
Many businesses just like yours are beginning to explore the possibilities of switching to fully
recyclable packaging solutions. This may mean avoiding or completely eliminating the use of plastics,
films, foams and other types of void fill (e.g., pellets, air sacks etc.). Corrugated cardboard is
surprisingly versatile and can be engineered to provide surprising amounts of strength and durability
in the supply chain. It is also possible to create integrated or standalone inserts and cradles that can
effectively replace foam or polystyrene in certain applications.
Consumers have a positive attitude towards products made from recycled materials; however, they
frequently end up not purchasing them. To shed light on the factors that influence consumer
preferences and acceptance of products made from recycled materials, a scoping review was
conducted. The review of the results from 46 articles demonstrated that factors such as environmental
benefits, perceived quality, safety, risks, emotions, and individual differences influence consumer
acceptance of products made from recycled materials. The present review presents the state-of-the-art
of the existing literature and future potential directions that can be fruitful for academics and
practitioners interested in the topic.
The research paper is based on primary study on consumer awareness and attitude towards recycle
packaging. This report aims to highlight the key aspects of consumer attitudes and awareness of
recycling packaging in Mumbai. The study will focus on consumer attitudes towards as well as to
identify the extent of the understanding of their attitude and awareness about recycled packaging in
Mumbai. There is evidence to suggest that some consumers, interested in green environmental
products may be less pressured by brand. Marketers may take this opportunity to identify these
consumers and attract them by applying eco friendly messages to product advertising strategies and
linking them with their brands. The communication link between consumers and companies is the
recycling label on the package this enables consumers to sort their waste and determine whether to
send a used packaging item to landfill or to a recycling waste bin.
Understanding recycling labels it is becoming more difficult for the average person. The primary data
in this report was acquired by quantitative closed and derelict questions questionnaire survey method.
25 questions were asked to the different household consumers in Mumbai location and closed survey
was conducted and detailed analysis was done and conclusions were derived accordingly.
The current rapid growth in the economy and the patterns of consumers’ consumption and behavior
worldwide are the main cause of environmental deterioration. As the environment continues to worsen,
it has become a persistent public concern in the developed countries and has recently awakens
developing countries to the green movement. In Indian context, central environmental authority has
conducted a survey, according to that Mumbai City has been identified as poor in recycling and it
cause to environment pollution and arisen of most health issues. In this context, this study initiated to
find consumers’ attitudes toward green packaging with special reference to the Mumbai city with four
objectives, the main objective is to identify whether consumer attitudes towards green packaging is
positive or not in Mumbai city and in addition to that to identify the most effecting factor or factors on
consumer attitudes toward green packaging and also to identify the relationship between independent
variables (Demographic factor, Product characteristics, Environmental concern and Government role)
and dependent variable (Consumer’s attitude towards green packaging) and to identify whether
consumers attitude towards green packaging is varied according to their demographic factors. 100
consumers were considered for this study in Mumbai city and they were selected by using random
sampling method and data were collected from by using structured questionnaires. Descriptive analysis
were used in analysis and key findings are consumer’s attitude towards green packaging in Mumbai
city is strong positive, most effecting factors on consumer’s attitude towards green packaging is
product characteristics, all the independent variables have positive relationship with the dependent
variable and consumer’s attitude towards green packaging is varied according to income level except
other demographic factors. Finally, it was concluded that consumers in Mumbai city highly concern
about their environment and their health condition. Therefore, findings of this research shall contribute
to government to identifying what action should be applying to prevent the environment pollution in
Mumbai city and also shall contribute to manufactures by identifying what would be the consumer’s
response if manufactures used environmental friendly packaging materials for their products.
Contents of General Management Project
Chapter Description Page No.

No.
I INTRODUCTION 1
General Introduction to the study 1
Conceptual Framework 4
Importance of Recycle packaging 6
Importance Of Package In Business Context 8
Green packaging – as a novel marketing trend 9
Consumer’s Attitudes Towards Green 10
Packaging Demographic Factors And Green 11
Package Products Characteristics And Green 12
Packaging Environment Concern And Green 12
Packaging Government Role And Green 14
Packaging Environmental Friendliness 15
Perceived Risks 16
Positive Feelings 18
Self-Expression 19
Contamination And Negative Feelings 20
Psychological Risk 21
Attitudes And Preferences 22
Purchase Intentions Of Products Made From Recycled 23
Materials
Willingness To Pay For Products Made From 24
Recycled Materials
Actual Purchase Of Products Made From Recycled 25
Materials Influencing Factors
26
II LITERATURE REVIEW 28
III OBJECTIVES AND RESEARCH METHODOLOGIES 30

Need for Study 30
Scope Of Study 31
Purpose 32
Objectives 33
Research Design 34
Target Population and Sample 35
Size Data Collection Technique 36
Data Representation 36
Area of Study 36
IV DATA ANALYSIS AND INTERPRETATION 37
V FINDINGS AND CONCLUSION 55
Findings 55
Recommandations 56
Conclusion 57
Limitations 58
VI BIBLIOGRAPHY 59
INTRODUCTION
Environmental sustainability and business do not always go hand in hand, especially when it comes to
product packaging. According to the Association of plastic manufactures, identified that, Packaging
(39.6%), Building and Constructions (20.3%), and Automotive (8.5%) are the top three markets for
plastics/polythene (Plastic Europe, 2014/2015). While globalization process continues in its full speed
across the world, this process has also brought many problems with it. Among those problems, one of
the leading issue is environmental unfriendly packaging. Most of the European and Asian country’s
first option to this waste plastic package is landfilling Major issue of this situation is, these packages
remain in the environment for very long a period and doing a massive damage to the environment
system.
Because of this, there have been practices of Green packaging concept in the current world. Green
packaging uses environmentally sensitive methods, including energy efficiency, recyclable and
biodegradable materials, down gauging, reusability and much more. However, move into green
packaging from traditional packaging was a costly process to manufactures and it also is risky
decision. When concerning Mumbai city, major environmental pollution is being happened through
environmental unfriendly packaging materials. According to the survey conducted by The Waste
Management Unit of the Central Environmental Authority, Mumbai city and Mumbai Suburban are
identified as poor in recycling. Further, Mumbai city is being surround by water. Hence, higher
damages are done by these environmental unfriendly packaging materials and it is intensively
spreading than comparing to other city or district of the country. Therefore, these environmental
unfriendly materials become a major problem to the city. As a result of it, need of green packaging
concept now spreading rapidly among the consumers and manufactures. But, success of implementing
green package strategy will depend on whether consumers will accept this kind of package or not.
Therefore, this research will contribute to the manufactures, to identify whether consumer’s attitude
regarding green packages is positive or not and what would be the decision of manufacturers
regarding to convert their current package strategy into green package strategy.
The environmental conditions is terrible and increasingly threatening the health of consumers, and
global and national welfare. Therefore, consumers are becoming their environmental attitudes,
perceptions, preferences and purchase is more sensitive. The Environmental degradation concerns led
to a new market segment of consumers and the consumer has been identified as the one who avoids
potentially dangerous health products, damage to the environment in the production process, using
material from the endangered species or the environment resulting in unnecessary waste export.
Although it seems that consumers are aware of recyclable packaging on some level subconsciously.
When buying things, packaging is crucial. Therefore, it is crucial that packaging in the generally
homogenous consumer packaged products business generates distinctiveness and identity. The amount
of packaging has increased significantly, and it now makes up a sizeable component of the home trash
stream. Targeting packaging as wasteful will continue. Consumer, packaging, and recycling keywords.
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Recycling is the process of turning used materials (waste) into new products in order to prevent the
waste of potentially useful materials, reduce the consumption of fresh raw materials, use less energy,
lessen the need for "conventional" waste disposal, and emit fewer greenhouse gases than new product
production. Modern waste reduction strategies often include recycling, which is the third step in the
"Reduce, Reuse, Recycle" waste hierarchy. Numerous varieties of glass, paper, metal, plastic, textiles,
and electronics are recyclable materials. Although comparable in effect, recycling does not often
include composting or other reuse of biodegradable trash, such as food or garden waste. Either curb
side pickup or transportation to a collection facility is used for recycling items, which are
subsequently sorted, cleaned, and reprocessed into fresh materials used in manufacturing.
The circular economy supports the transformation of the linear consumption model into a closed-
production model, so that production and consumption waste is reused and incorporated into the
economy to create new value. The adoption of circular practices facilitates sustainable consumption by
reducing the negative effects caused by excessive resource production and consumption.
Closing the circular loop by reusing materials and reducing consumption is therefore vitally important.
Consumers play a crucial role in a circular economy because their choices can either support or
hinder circularity. Several loops are possible in a circular economy, such as reuse,
repair, refurbishment, and recycling. Although recycling is not the most preferred loop in a circular
economy, it is an inevitable loop for many products and contexts (e.g. plastic film included in
packaging, or a broken plastic box) and thus important to explore. In this paper, we focus on
understanding consumer responses towards, and acceptance of products made from recycled materials.
These products may be made from recycled plastics, textile fibres or metals and include, for instance,
apparel, durables (such as consumer electronics, furniture, and auto parts) and fast-moving consumer
goods (FMCG, such as detergents, paper, trash bags, and kitchen bags).
Prior literature has focused solely on the impact of specific influencing factors, and therefore lacks a
holistic approach to the acceptance of products made from recycled materials. Investigation of the
influencing factors separately does not make it possible to capture all aspects influencing the adoption
of products made from recycled materials. For instance, even though products made from recycled
materials are considered eco-friendly and are positively evaluated by consumers, consumers often do
not prefer them. What are the reasons driving this (non-)behaviour? Further research is required to
provide a comprehensive overview of the factors that influence consumer acceptance of products made
from recycled materials.
The need to develop research linking different areas of knowledge stimulates us to study the factors
that influence consumers’ intention to purchase a product made from recycled materials. However, to
date, no other scoping review on the consumer acceptance of products made from recycled materials
has been conducted. Two related systematic reviews were found: one on recycled textiles in specific
and one on remanufactured products. In the present review, we take a more general approach and focus
on consumer acceptance of all consumer products made from recycled materials. In this context, the
main
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purpose of this study is to provide a review on consumers’ adoption of products made from recycled
materials.
This scoping review contributes to the existing literature by providing a comprehensive framework of
the various factors that influence consumer responses towards products made from recycled materials
as well as future directions on this research topic. We believe that this research is valuable for
academics interested in the topic, as this framework could assist them in theorizing additional effects.
We also provide useful insights into consumers’ acceptance of products made from recycled materials
for managers. These insights can help them develop strategies to increase acceptance and alleviate
consumers’ negative responses towards these products.
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CONCEPTUAL FRAMEWORK
The conceptual framework applied in the present review was inspired by the Hierarchy of Effects
Theory. This framework was preferred over alternative conceptual frameworks (e.g. The Theory of
Planned Behaviour or the Theory of Reasoned Action as these alternatives do not include the awareness
stage and thus do not capture the entire spectrum of the purchase decision. Similarly, prior research
(Grunert & Wills, 2007; Ketelsen et al., 2020) used the Hierarchy of Effects Theory to generate
reviews focused on consumers’ response to food labels and environmentally friendly food packaging.
The Hierarchy of Effects assumes that “consumers normally do not go from disinterested individuals
to convinced purchasers in one instantaneous step”. Rather, they experience a sequence of several
stages in order to reach their final purchase decision. First, they are exposed to the product made from
recycled materials. Following the exposure process, they become aware of and recognise the product.
Afterwards, a cognitive and an affective process take place in parallel. The cognitive process includes
cognitive knowledge and understanding of the product features. The affective process includes the
liking or disliking of the product, and the experience of any positive and/or negative emotions evoked.
Based on these parallel processes, consumers’ attitudes towards and preferences for products made
from recycled materials are formed. This step leads to purchase intentions for products made from
recycled materials. Finally, purchase intentions can lead to the actual purchasing behaviour of the
product. In addition, influencing factors, such as individual differences, sociocultural factors and
demographics, that influence the above steps are included in the conceptual framework.
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5
IMPORTANCE OF RECYCLING
1. SAVING ENERGY:
Recycling materials can help with energy conservation in addition to resource conservation. We
discard a processed good when we discard something we have deemed worthless. Let's say you have a
rusted, damaged doorknob. The procedure that changed raw metal into a doorknob undoubtedly
required some time, effort, and human labour. All the energy that would have been used in creating it
is saved by just recycling it or making some simple repairs to it. Plastic objects are the same. Simply
2. REDUCE POLLUTION:
Let's imagine that no one recycles plastic. The plants that produce plastic will thereafter be operating at
full capacity. Smoke is what I mean by steam. Air pollution will grow along with increased
manufacturing. And the firms that haven't made the investment in a waste disposal system that supports
the environment will harm our atmosphere. Water pollution is caused by those who emit liquid waste
without a wastewater treatment system. Recycling will therefore indirectly reduce emissions even if it
may appear indirect if it helps us reduce our output.
3. PACKAGING:
The science, art, and technology of enclosing or safeguarding objects for distributing, holding, buying,
and using. The design, assessment, and manufacture of packages are also included in the definition of
packaging. Packaging may be characterised as a planned system of getting things ready for sale,
warehousing, logistics, transportation, and usage. Packaging helps to transport, protect, preserve,
inform, and sell.
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4. CONSUMER BEHAVIOUR:
Although plastic concerns have received a lot of attention, this heightened knowledge is not leading to
consumer action, and for many of us, it has not significantly altered the way we act. Studies have
shown that it is very difficult to change widespread behaviour and that customers want assistance to go
from intention to action.
5. RAISING CONSUMER AWARENESS OF RECYCLING:
Uncertainty over which polymers may be recycled is still the biggest obstacle to recycling plastic
packaging, which frequently leads to material entering the incorrect waste stream and being lost to the
economy. This misunderstanding is only going to become worse as more new materials flood the
market, especially if producers and merchants switch to new packaging without explaining to end users
how to properly dispose of it. There is a chance that some customers would lose faith in businesses'
efforts given the rising public cynicism of the plastic recycling system.
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IMPORTANCE OF PACKAGE IN BUSINESS CONTEXT
In current market place packaging plays a vital role. The European Federation defines packaging as all
products made of any materials of any nature to be used for the containment, protection, delivery and
presentation of goods, from raw materials to processed goods. Traditionally, packaging intended as a
means of protecting and pre‐serving goods, handling, transport, and storage of products (Hellstrom &
Saghir, 2006). From the consumer perspective, packaging plays a major role when products were
purchase. Packaging is crucial, given that it is the first thing that the public sees before making the final
decision to buy (Giovannetti, 1995). Packaging has been called the “silent salesman”, as it informs us
of the qualities and benefits that we are going to obtain if we consume a certain product (Giovannetti,
1995). Currently manufactures used plastic as their primary packaging material without thinking how
much of impact is being done through plastic packages on environmental system of the world. This
situation has become a reason for many of environmental issues that currently human face. Therefore,
new trend is emerging as a solution for above matter, which is “green packaging concept”.
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GREEN PACKAGING – AS A NOVEL MARKETING TREND
Packaging can influence the consumer’s mindset of product by its exposure. Scientific studies indicate
that packaging allow to attract consumer’s attention, transfer valuable product information, position the
product in the consumer’s mind and differentiate the product from other products. Few studies can be
found where the environmental product packaging is explicitly studied at the buying stage as one of the
determinants of consumers’ product choice. Thogersen (1999) suggests that moral reasoning is likely in
the choice of product packaging only when environmental impacts are perceived considerable and there
are no other important characteristics (e.g. a high price) involved in the particular purchasing situation.
Among them most of the factors sensitively impact on consumer’s attitudes towards green packaging.
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CONSUMER’S ATTITUDES TOWARDS GREEN PACKAGING
Consumer’s attitude represents what consumers like and dislike and consumers’ product purchasing
decisions were based on their environmental attitudes. And Mansaray and Abijoye identified that, the
quality of the environment depends critically on the level of knowledge, attitudes, values and practices
of consumers. According to Thogersen (1999), concern for the environment is link with the attitude of
consumers and into some extent consumers can be actively be a part to solve environmental problems
by recycling and choosing environmental friendly products and packages. Consumer’s attitude towards
green packaging affects more factors such as demographic conditions of the consumers, product
characteristics of the particular product, consumer’s environmental concern and government role
regarding environmental friendly packaging.
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DEMOGRAPHIC FACTORS AND GREEN PACKAGE
As a demographic factors age, gender, and income influence to the ecological friendly buying behavior
of consumers. Green purchase intention correlates positively with every age and income except for
education. Many studies have shown significant differences between men and women in environmental
attitudes with men having more negative attitudes towards the environment compared to women.
Women were more likely to buy product with environmental friendly packaging. Because they believe
that product was better for the environment.
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PRODUCTS CHARACTERISTICS AND GREEN PACKAGING
According to Aertsens et al. (2011) perceived high quality of green products has a positive influence,
whereas perceived low quality of green products has a negative influence on consumer green purchase
attitude and behavior. When concentrating on product price, attitudes are the most consistent
explanatory factor in predicting consumers‟ willingness to pay for green products. Laroche, Bergeron
and Barbaro-Forleo (2001), found that 13.1 percent of respondents were willing to pay a higher price
for green products
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ENVIRONMENT CONCERN AND GREEN PACKAGING
Many people may have high ecological concern but have a feeling that the preservation of the
environment is the prime responsibility of the government. Tanner and Kast (2003), identified that
green packaged food purchases strongly facilitated by positive attitude of consumers towards
environmental protection. Krause (1993) observe in his research the strong linkage between attitude
and behavior. However, other studies find no significant relationship between attitude towards
environmental issues and purchase behavior of environmental friendly product or product with
environmental friendly package.
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GOVERNMENT ROLE AND GREEN PACKAGING
The role played by the government in environmental protection is undeniable. Individuals, government,
and industry, and finance are three equally important factors in the building of individual’s positive
attitude toward environmental protections. Hence, government plays a vital role by influencing
peoples’ buying behavior, to buy products that contain in green packages.
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ENVIRONMENTAL FRIENDLINESS
Products made from recycled materials can be perceived as “circular”, “environmentally friendly”, or
otherwise “green” in the eyes of consumers, thereby triggering a favourable image. Increasingly,
consumers join the ranks of “recycled consumers” and appreciate products made from recycled
materials because of their concern about the environment and awareness of environmental issues. For
instance, respondents in an Asian study reported that products made from recycled materials are
associated with a minimal environmental impact. Similarly, respondents from a Dutch panel perceived
significant environmental benefits in a study focusing on apparel made from ocean plastic. Finally, the
different types of perceived value associated with products made from recycled materials, such as the
social value (defined as the perceived utility associated with a particular social group), epistemic value
(defined as the perceived utility obtained from observers’ curiosity about the product's novelty), and
environmental value (defined as a belief about the earth or natural environment and humanity's
relationship with it). However, it is unlikely to assume that environmentally conscious consumers will
purchase any type of product made from recycled materials due to its environmental benefits; we must
also understand the compromises consumers are willing to make before the purchase of such products
after they also assess their perceived risks.
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PERCEIVED RISKS
Products made from recycled materials are perceived not only in terms of (environmental) benefits but
also in terms of risks; consumers often perceive products made from recycled materials to be inferior to
new conventional products. To holistically present how consumers perceive the potential risks of
products made from recycled materials, we draw on the theory of perceived risk. Specifically, articles
on consumers’ evaluations of products made from recycled materials have shed light on the perceived
risks that could hinder the adoption of these alternatives. Understanding the perceived risks related to
products made from recycled materials is important, as they can hinder the adoption of these products.
Perceived risks of products made from recycled materials involve performance (or functional) risk,
financial risk, safety risk or even aesthetic risk.
Perceived quality is defined as the judgement and assessment of the excellence of the product made
from recycled materials compared to non-recycled alternatives. The fact that a product is made from
recycled materials can decrease consumers’ perceived quality of the product, leading to higher
performance risk, and therefore to higher financial risk as well, through decreased perceptions of the
product's value for money. For instance, in an Asian study, consumers reported that they were highly
concerned about the perceived reliability and quality of electronics/e-gadgets made from recycled
materials. Similarly, another study in Hong Kong, focusing on diverse circular products, including
products made from recycled materials, revealed that consumers often mentioned a need for
information regarding the product, materials used, and quality assurance processes in relation to the
utility of the products made from recycled materials. In a study focused on recycled apparel, a Korean
sample of respondents scored relatively positive in terms of perceived quality. Relatively high levels
of perceived risk, related to the functionality of products made from recycled materials, were also
demonstrated in two Canadian articles through a variety of products (electronics, paper, tyres, and auto
parts). Akkucuk (2011) corroborated the findings of Hamzaoui-Essoussi & Linton (2010) and
highlighted potential functional (for durables) risk as a main factor that consumers took into
consideration while evaluating products made from recycled materials. As an exception to the findings
above, Dutch respondents of a study focusing on ocean plastic reported to have high expectations for
quality and functionality. These quality expectations were found to be lower for textile products than
for durables and FMCG. The sample of Dutch individuals who participated in the study consisted of
respondents who were generally wealthy and highly educated, and therefore more prone to respond
positively to environmental initiatives. Nonetheless, people may have evolved in terms of their
perceptions over the past years and generally notice fewer differences in quality between virgin and
recycled materials, regardless of their socioeconomic background.
Risk regarding perceived safety is another factor to consider regarding acceptance of products made
from recycled materials. One factor related to (lack of) perceived product safety could be uncertainty –
such as due to lack of previous experience or knowledge about product safety – which may act as a
factor hindering the purchase decision. Akkucuk (2011) revealed potential health risks (for sanitary
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products) that consumers considered while evaluating products made from recycled materials.
Similarly, Kim et al. (2021) identified the sanitary risk of clothing made from recycled materials as a
reflection of consumers’ perception of the possibility that such products might not be hygienic and thus
potentially harm one's health. However, it should be highlighted that a Dutch sample of consumers
perceived textile products, durables and FMCGs made from ocean plastic as safe options.
Finally, aesthetic risk is the risk deriving from a potential lack of attractiveness, or from the perception
that the purchased product will not be in line with the consumer's self-image.
Specifically, Kim et al. (2021) demonstrated that the aesthetic risk of apparel made from recycled
materials may refer to concerns about whether these apparel products are well coordinated with the
other apparel that the consumer owns, and hence whether they satisfy consumers’ need for a
congruent self-image, or whether their size is a poor fit. Therefore, aesthetic risk could be a factor that
leads consumers to delay or abandon the purchase of products (e.g. apparel) made from recycled
materials.
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POSITIVE FEELINGS
Affective responses include consumers’ positive feelings elicited by their efforts to reduce the damage
done to the environment. Consumers anticipate that liking and preferring products made from recycled
materials will make them feel positive emotions, such as pride because they are contributing to a better
world. Magnier et al. (2019) referred to anticipated conscience, defined as a consumer's expectations
regarding how the product will make him/her feel in an ethical sense. Finally, Tezer &
Bodur (2020) referred to the positive feelings associated with green products, such as products made
from recycled materials, as “warm glow” feelings; the authors highlighted an increase in the extent to
which consumers are valued as individuals by society, which leads to these warm glow feelings, and
consequently enhances the enjoyment of the associated consumption experience.
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SELF-EXPRESSION
Apart from their environmental benefits, consumers also perceive products made from recycled
materials as a way to improve their image or satisfy their need for self-expression. Environmental
consumption of products made from recycled materials can serve as a positive social
marker. Kamleitner et al. (2019) showed that consumers often perceive repurposed products, including
products made from recycled materials, as a chance to express themselves and feel special. This holds
especially for products that are designed to reveal their past product identity (e.g. plastic coming from
the ocean) through various ways of storytelling. This effect exists because past identity salience induces
narrative thoughts about these products’ biographies, which in turn allows customers to feel special.
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CONTAMINATION AND NEGATIVE FEELINGS
Negative emotions towards products made from recycled materials relate to perceived contamination
risk and the emotion of disgust. Perceived contamination can occur when people feel uncomfortable or
even disgusted when using specific products that contain recycled materials. Even though consumers
perceive that such products contribute to solving an environmental issue, these products may appear to
be contaminated. Indeed, highlighting the recycled nature of products made from recycled materials –
such as apparel from previously recycled plastic bottles – can serve as an activation cue for
contamination beliefs among consumers. Considering that the garment is made mostly from recycled
plastic bottles that have come into touch with other people, consumers may view the product as
contaminated. As a result, even though the product goes through considerable state changes to achieve
its current condition, consumers feel that its materials remain contaminated, as this resistance to
purification is permanent.
Meng and Leary (2021) explained these perceptions from an evolutionary perspective, as protection
against disease and pathogenic agents is an ancient psychological mechanism (also see Fundamental
Motives Framework; Kenrick et al., 2010). In general, human beings have evolved to believe that the
characteristics of certain items may hurt them and for this reason they have made behavioural
adjustments to avoid these items and therefore preserve their “behavioural” immune system. From this
perspective, disgust has evolved as a response of extreme displeasure, that ultimately results in aversion
to the source of the emotion, which in this case is a product made from recycled materials due to their
prior usage by others. Contamination risk was also unveiled as a key factor by Magnier et al. (2019).
Interestingly, consumers from the Dutch panel reported that they are relatively unconcerned about the
perceived contamination risk.
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PSYCHOLOGICAL RISK
Psychological risk is the experience of distress arising from anticipated post-behavioural reactions,
emerging from failure to meet expectations. Consumers may experience psychological risk during their
evaluations of products made from recycled materials through affective reactions, such as worry and
regret caused by purchasing and using the product. However, Hamzaoui-Essoussi &
Linton (2010) highlighted that the majority of moderately environmentally conscious consumers are
characterised by lower psychological risk because the purchase of such products can reflect their
environmental concerns and values.
21
ATTITUDES AND PREFERENCES
Various factors have been identified as predictors of attitudes towards and preferences for these
products. Based on a Korean sample, Kim et al. (2021) examined perceived values and risks as
potential antecedents of attitude towards products made from recycled materials. Their findings
suggested that perceived value dimensions in fashion made from recycled materials can create a
positive product attitude even if consumers perceive risks. In particular, the influence of emotional,
social and environmental values on attitude was significant, while financial and functional risks did
not significantly affect consumers’ product attitude. Among the risk factors, aesthetic and sanitary risk
had the greatest negative impact on consumers’ product attitude.
Other studies in Japan, Italy, Spain, Turkey and the US revealed that perceptions of sustainability,
presence of the recycled materials, norms, environmental predispositions and beliefs about the
environmental impact are predictors for the preference for products made from recycled materials in
general, the preference for women's apparel products, attitudes towards backpacks made from recycled
materials, or even for attitudes towards a green hotel that uses recycled solutions. Hence, the benefits
highlighted in the previous sections that referred to the cognitive and affective evaluations seem to
outweigh the risks in the formation of a favourable attitude towards products made from recycled
materials.
Finally, Luchs et al. (2010) provided some boundary conditions for the degree to which the sustainable
nature of products made from recycled plastic enhances preference and demonstrated that consumers
usually associate higher product ethicality with gentleness-related attributes (e.g. health, safety) as
well as lower product ethicality with strength-related attributes (e.g. quality). The positive effect of the
sustainability of products made from recycled materials on consumer preference is reduced when
strength-related attributes are valued more (sustainability liability hypothesis), for instance in the case
of tyres made from recycled rubber. However, Luchs et al. (2010) highlighted that the potential
negative impact of sustainability on preference is attenuated when explicit cues, such as tags
guaranteeing product strength and quality, are provided.
22
PURCHASE INTENTIONS OF PRODUCTS MADE FROM RECYCLED
MATERIALS
Perceived safety, favourable image, attractiveness, eco-friendliness of the packaging, availability of

eco-labels as well as attitudes were found to be significant antecedents of purchase intentions;
when these factors are perceived to be more positive, purchase intentions are also increased.
Furthermore, when quality was perceived to be lower, this led to decreased purchase intentions. Similar
effects were found for functional risk and contamination risk as these were recognised as factors that
negatively influence purchase intentions.
Finally, some articles approached purchase intentions from an attitude perspective. For
instance, Kumagai (2020), based on a Japanese survey on recycled luxury apparel, showed that the
perceived sustainability of recycled plastic clothing leads to increased attitudes (i.e. cognitive and
affective evaluations that lead to overall favourable or unfavourable appraisals) towards the brand,
indirectly augmenting purchase intentions, even though the direct effect of sustainable apparel on
purchase intention was found to be contradictorily negative. These contradictory effects are significant
for more luxurious brands, providing support for the notion that the incorporation of recycled materials
in luxury fashion products does not necessarily generate sales growth, even though it leads to
increased attitudes towards the brand.
23
WILLINGNESS TO PAY FOR PRODUCTS MADE FROM RECYCLED
MATERIALS
Recognisability of products made from recycled materials is an antecedent of willingness to pay; the
presence of ecolabels (also see the section on “Recognition”) was found to be a significant predictor of
willingness to pay for e-gadgets in Asia and kitchen rolls on a US website. Importantly, willingness to
pay is higher for products made from recycled materials whose sustainable characteristics can be easily
recognised by consumers.
Furthermore, emotions such as anticipated conscience, as well as highlighting the past identity of the
recycled alternative through storytelling techniques on the packaging were found to positively influence
willingness to pay a premium for products made from recycled materials.
As expected, perceived quality and safety are significant antecedents of willingness to pay for various
product categories. Similar effects were found for functional risk and willingness to pay.
24
ACTUAL PURCHASE OF PRODUCTS MADE FROM RECYCLED
MATERIALS
Theory of Reasoned Action perspective and showed that attitudes towards environmental protection
are indirect predictors of actual purchase of products made from recycled materials in Hong Kong
through their effect on purchase intentions. Similarly, Biswas et al. (2000) also applied the TRA and
revealed that subjective norms, affect and past behaviour significantly predict actual purchase of
products made from recycled materials in the context of US consumers.
25
INFLUENCING FACTORS
Consumers who are more environmentally concerned were also found to be more willing to purchase
bottles made from recycled materials, even when inconsistencies between their visual and verbal
sustainability claims existed. Finally, Kim & Han (2010) proposed a modification of the Theory of
Planned Behaviour by including environmental concern and perceived consumer effectiveness. The
modified model led to a significantly better prediction of consumers’ intention to select a green hotel
that uses products made from recycled materials than the original TPB model.
An additional individual difference refers to sensitivity to disgusting stimuli, referred to as disgust

sensitivity. Disgust sensitivity was found to amplify the effect of perceived contamination risk of
apparel made from recycled plastic bottles on the likelihood to purchase, such that consumers who are
more sensitive to disgust were likely to express lower purchase intentions. In addition, this effect was
stronger for recycled plastic products that touch the skin, such as apparel.
The implicit theory type is an additional individual difference. Incremental theorists (i.e. individuals
who believe traits are malleable and can change) showed higher intention to purchase a product made
of recycled plastic, compared to entity theorists (who instead believe traits are fixed and
unchangeable). Incremental theorists see effort as an important part of human nature because it allows
people to grow and progress. Consequently, perceived effort in creating products made from recycled
materials was found to mediate the relationship between product type and purchase intention, and this
effect was found to be stronger for incremental theorists.
Four sources identified the influence of community and individualism as sociocultural factors that
influence purchase intentions for products made from recycled materials. Researchers found that
relatives and friends can positively affect U.S. millennial consumers’ intentions to purchase recycled
athleisure apparel. Nguyen et al. (2020) unveiled that community influence played a significant role in
the intention to purchase fashion products made from recycled materials in Vietnam, meaning that the
more the media or local influencers talked about the product, the more likely it was that these products
would attract more people to buy them. Kishino et al. (1999) investigated the acceptance of recycled
toilet paper by both German and Japanese consumers and concluded that Japanese recycled toilet
paper users appear not to support recycled toilet paper actively in contrast to Germans. This difference
may be explained by cultural differences between German and Japanese people. Germans make
decisions more self-assertively than the Japanese and therefore favour the novel recycled solution to a
greater extent. Kim et al. (2021) referred to a cultural difference, individualism, and revealed that
individualism moderated the effect of values and risks on purchase intention for fashion products made
from recycled materials among Koreans. This is explained by the fact that people with strong
individualism are inclined to value their own interests, purposes, experiences, and values rather than
social situations. Consequently, individualists are less interested in products made from recycled
materials because they are less sensitive to the social environment.
26
Demographic factors, such as age, income, and gender, also influence consumer responses to products
made from recycled materials. To begin with, younger adults are likely to have a higher appreciation
for products made from recycled materials and higher levels of environmental consciousness,
compared to the whole population. Other sources unveiled a significant negative influence of age on
purchase intention for specific products made from recycled materials. Interestingly, a US study on
paper towels showed that, as the age of consumers’ increases, their probability of purchasing eco-
labeled paper towels and their willingness to pay a premium decrease.
Park & Lin (2020) highlighted that a higher income leads to higher probability of buying fashion items
made from recycled materials in Korea. In contrast, findings on income in the US indicated that as the
income of US consumers increases, the probability of purchasing recycled paper towels decreases. This
appears to contradict the findings of Grasso et al. (2000) and the idea that consumers living in countries
with higher income and wealth demand higher environmental quality products. Finally, some articles
revealed a significant effect of gender on preferences for recycled apparel; women were more likely to
purchase such products compared to men.
27
LITERATURE REVIEW
Marsh and Bugusu (2007)
Food packaging is one of the principal causes of waste productions in fact it is "50% of the total
packages sold, being the two-third of total packaging waste by volume. The result is that the assessment
and reduction of the environmental impact associated with the production, use and final end of these
materials are one of the most important priorities of the food packaging industries. Further, different
lifecycle phases associated to food packaging, such as production, transport, use, solid waste disposal,
and so on causes different environmental impacts, correlated also to the consumption of non-renewable
and renewable resources such as materials and energies, air, and water emissions.
Verghese (2008)
The first is that, according to the change in human nutrition and life habits, the request of small
package size is increasing, giving a great contribution to the increase of plastics wastes. Secondary, a
difficulty in the recycling process due to the use of different packaging materials requested by industry
and by consumers to satisfy economic, health, quality and new cooking styles needs, is increasing even
more the production of solid wastes.
Restuccia et al. (2016)
Packaging industries are working on reducing the weight and volume of packaging eliminating the
unnecessary component, while assuring the correct shelf life, safety, and protection functions of the
packaging. Further, improvement of the recyclability, reusability, composting, and energy recovery are
other tools considered by industries to reduce wastes production. Using new materials such as
biopolymers and improving the product shelf life could give a great contribution for sustainable
development due to the fact that the longer the shelf life is, the lower food and packaging wastes.
28
Oki & Sasaki (2000)
With the new technologies is possible to reduce over certain limits the volume and weight of the
packaging materials, with a considerable saving on raw material consumption (both renew-able than
non-renewable ones) and reduction on solid wastes. But the problem could be the increase on the
food damage due to inadequate protection and safety with a consequential increment on the food
wastes
Leila Hamzaoui Essoussi, Jonathan D. Linton, (2010)
This paper aims to consider the price premium that consumers state they are willing to pay for products
with reused or recycled content. It also aims to address the effect of the impact of product category on
consumers' willingness to pay premium prices. Perceived functional risk is an important determinant of
the price that consumers are willing to pay for products that have recycled or reused content. It was also
found that consumers will switch from a recycled product to a new product within a smaller range of
price for products with high functional risk.
29
3.2 scope of study
1. Today the world population is increasing rapidly due to which the natural resources get exhausted.
2. Due to increase in population, there is a rise in demand of all consumer goods. This further results
in increase in the quantity of waste being generated in homes, schools, hospitals, hotels and
everywhere else. The answer is more recycling containers.
3. The fast-depleting natural resources have become an issue of concern. Recycling not only helps in
making new products but also decreases the burden on the environment for raw material. The energy
that is used for recycling is much less than the energy needed for creating products from raw
materials.
4. A recycling program can not only create awareness about recycling among people, but it also
makes the surroundings neat and clean as all the waste products are collected in recycling bins and
sent for recycling.
30
SCOPE OF STUDY
1. Waste-picking is a well-established urban-survival tactic in India’s megacities that act as magnets

for the poorest, and recycling is a flourishing business in the informal sector in India.
2. This research paper is helpful for those company which wants to userecycled packaging and
recycled material in their production.
31
PURPOSE
As the title of project is “consumer`s awareness and attitude towards the recycled packaging.” So, it
gives us a clear idea about the purpose of project.
The current scenario appeals for the efforts taken in the concern of environment. This paper aware &
helps the customers as well as the industries that are using packaging for their product. Secondly, it also
spread the awareness among people about the environment and the effect of the packaging
32
OBJECTIVES
1. To analyze the factors influencing consumer’s awareness and attitude towards the
recycled packaging
2. To measure the level of awareness and attitude towards the recycled packaging.
3. To identify levels of consumer awareness, their attitudes towards recycled packaged product.
33
RESEARCH DESIGN
This research will be descriptive in nature. Descriptive research is a type of research that provides
an in-depth description of the phenomenon or population under study. All the company and
consumer using recycling packaging in Mumbai, Quota and Convenience sampling technique will
be used to select the samples. 100 respondents. Data is collected through questionnaire and also
used secondary data from different websites and journals.
34
TARGET POPULATION AND SAMPLE SIZE
1. Population: Respondents include most of the Working-class Individuals, both Male & Female.
2. Sample Size: The sample size for this survey is 100 respondents.
35
DATA COLLECTION TECHNIQUE
Primary source of data collection using questionnaire method. There was a total of 25 structured
question
DATA REPRESENTATION
Graphical Representations of data using a pie chart
AREA OF STUDY
1. Respondents include most of the Working-class Individuals in the region of,
2. Western Suburbs of Mumbai.
36
DATA ANALYSIS AND INTERPRETATION
1) Please select the age group you belong to:
This Graph shows the results of a Survey in which people aged 18 and over were asked about
their view about Recycled Packaging.
The Evidence from this pie chart shows that most of the demographic whose response was
recorded belongs to 18 to 30 years of age (80%)
16% of the respondents belonged to 31 to 45 years of age and 4% to 46 - 60 years.
37
2) Please select your educational qualification:
From the information shown from the above Pie chart 60% of the respondents are Graduates.
The Post graduate demographic holds 32% and the rest account for the remaining 8% of the
total responses.
38
3) What is your educational background?
The above Pie Chart represents the educational background of the respondents.
Around 40% of the respondents belong to the Commerce background and the remaining 60%
are divided amongst the remaining domains (Science, Arts, Engineering etc.)
39
4) Please select your Occupation:
From the above chart it is evident that the majority of the respondents are Students (53.8%)
Working Professionals constitute of 26.9% of the total responses.
Self-employed and unemployed constitute of 11.5 and 7.7 percent accordingly.
40
5) Please select your income range:
The above pie chart represents the various income ranges of the respondents, majority of which
belongs to below 2.5 lakh per annum.
6) Are you aware about Recycle Packaging?
From the above Pie chart it is evident that majority of the respondents are aware of Recycled
Packaging (96 %) with just 4% of them being unaware of the same.
41
7) In which field have you seen Recycle packaging ?
The Evidence from the above bar diagram confirms that majority of the demographic has
seen Recycled Packaging in Online shopping delivery followed by regular market delivery,
restaurants and eateries and then high end shopping stores.
8) Please select, what kind of product you received a recycled packaging:
The above diagram depicts Bottles are the main product that most of the respondents received
in a recycled packaging which is then followed by clothes, swiggy and crockery.
42
9) Please select the industry in which you have observed recycled packaging being used
the most:
The above bar diagram depicts the industries in which the respondents have observed recycled
packaging being used amongst which Food Industry tops with almost 85% followed by the
beverage industry 46.2% and then the cosmetic, healthcare and retail industries follow.
43
10) Would you prefer using Recycle packaging over traditional packaging?
Almost 70% of the people agreed to prefer using Recycled packaging over traditional
packaging and the other 23% may or may not agree.
11) Please select factors that influence you to choose Recycle packaging:
The Evidence from the above bar graph shows that the most influential factor to choose
Recycled packaging was to help the nation to combat Gobal Warming (88.5%) followed by
other factors like ease of use, affordability, pride, government policies etc.
44
12) Please select who or which of the following influences you to choose recycled
packaging over traditional packaging:
The above bar diagram shows social media (81%) as the primary factor contributing to choose
recycled packaging over the traditional one.
It is followed by family and friends (61.5%), shopping companion, stores (27%) and
environmental education (3.8%)
45
13) When do you think of Recycled packaging which of the following brands do you think
of first?
The above pie chart depicts about 50% of the respondents agreed to relate to Mama Earth when
they think of recycled packaging.
Mama Earth is followed by Apple at 19.2 %, Zara at 15.4 %, KFC at 11.5 % and the
remaining constitutes of Philips.
14) Are you aware of any other brands that use Recycle packaging?
Only 38.5 % of the respondents are aware of any other brands that use Recycle packaging.
46
15) Would you prefer having food products in Recycled packaging?
Almost 77% of the total respondents prefer having food products in Recycled Packaging
The remaining 23 % differ.
16) Are you familiar with any brands that use recycled packaging for food products?
Almost 39% of the total respondents agree that they are familiar with other brands that use
recycled packaging.
47
17) When was the last time you had food in Recycled packaging?
From the above pie chart, we can see that 38.5% people have had food in recycled packaging
almost a month ago.
About 27% of them have never had it before, followed by 23% who have had it 6 months
ago and 11.5% who did a week ago.
48
18) Please select the brand/type which you have bought which had recycled packaging:
Swiggy/Zomato are the top brands that the customers have bought from which had recycled
packaging 46%.
McDonald’s constitute of 38.5% of the total demographic.
Starbucks and KFC - 30.8%
Street food 34.6 %
None - 3.8 %
49
19) How would you rate Recycled packaged food products on a scale of 1 to 10?
From the above bar diagram, it is evident that about 27% respondents rated Recycled packaged
food products at 9 which is the highest
About 23% rated it 8 and 15.4 % rated it 10.
There is a decreasing pattern starting from 7 in the descending order till the scale of 3.
50
20) Have you ever had any problem with food products packed in recycled packaging?
Almost 77% of the respondents agreed that they had problems with food packed in recycled
packaging.
The remaining 23% agreed that they never had any problem.
21) What problems did you face while using food products under recycled packaging?
It is evident from the above pie chart that the most common problem that people faced while
using food products is the leakage from packaging.
Followed by food sticking on to inner packaging, stained food & damaged packaging.
51
22) Please select the way you tried to solve the problem:
About 42% tried to solve the problem by contacting the customer support.
About 37% of them tried to solve the problem by themselves.
10.5 % tried contacting the delivery guy
And 10.5% of the respondents did not receive any help.
52
23) How helpful was the customer support team?
The highest rating is 4 by 29.4 %
About 41.2% of people have rated at a scale of 3
23.5% at the scale of 2
5.9% at the scale of 1.
53
24) Would you recommend recycled packaged food products to your family and friends?
The above pie chart depicts that about 92.3% of the respondents would recommend recycled
packaged food products to their family and friends.
About 7.7 percent would not recommend recycled packaged food products to their friends and
family.
25) Please select another product category under which you would prefer to use recycled
packaging:
From the pie chart 38.5% of the total respondents would like to prefer to use recycled
packaging in Apparels.
About 30.8% would like to use it in cosmetics.
Around 15.4% respondents would like to use it in healthcare and 11.5% in Medicines.
The remaining respondents would like to use recycled packaging in the form of glass bottles.
54
FINDINGS AND CONCLUSION
FINDINGS
• From the above study it was found that that out of a sample size of 100 respondents about 96%
respondents were aware about the Recycle method of packaging mostly depend on age,
educational qualifications, Occupation, Income band etc.
• 80% of them were between the age group of 18-30 years who are primarily the youth population of
India and rest of them were above the age group of 30 years.
• 60% of them were graduates and 32% were Postgraduates and rest were SSC and HSC
pass respondents from different educational backgrounds
• Most of them were students and Professionals with 65% of them being in the income range of 0 – 2.5
Lakhs pa. and the rest above that
• Out of the 96% of the respondents 69% of the respondents prefer recycle packaging over
traditional methods, influenced by a pride of helping nation help combat global warming and the rest
for other factors such as government policies, pride, affordability etc.
• Most of the above respondents are influenced by social media to use recycle packaging, the
reason being brand promotion done by the brands on social media channels such as Facebook,
Instagram, Twitter etc.
• Mama Earth is the most known brand which uses recycle packaging for their products followed
by Apple, Zara, KFC, and the remaining constitutes of Philips
• Only 39% of the respondents were aware about food packaging done in recycle packaging and out of
them only 77% of them preferred recycle packaging for food products with 46% of them aware of
Swiggy and Zomato using recycle packaging for their food products followed by McDonalds, KFC,
Starbucks, and Street food eateries. Some of them claimed that they were not aware of any brands
using recycle food packaging.
• Most of the respondents who used recycle packaging rated the packaging for food products most
likely to use but still there were some respondents who rated recycled packaging low due to some
defects which they had experienced such as leakage followed by food sticking on to inner
packaging, stained food & damaged packaging
• Still due to problems faced the 92% of the respondents who used recycled packaging for food
products will recommend their friends, families and other people to use recycle packaging reason
being a sense of pride they might get to help nation combat global war.
55
RECCOMANDATIONS
• The food companies involved in using recycled packaging for their products should consider using
a defect free packaging to avoid leakage and other such problems faced above by the respondents to
increase sales.
• They should consider bringing in design experts to design the packaging with low-cost materials
so that the affordability matches with customer’s expectations level.
• The company should consider the factor like income, place, gender, occupation while designing
the recycled packaged product.
• The company should made recycled packaging more stylish, reliable and attractive
56
CONCLUSION
In this research, I have examined what factors contributes to recycling packaging its measure and the
most important whether people are aware of Recycling packages.
The research is conducted with the help of 25 questions survey through Google forms in our
Convenient location, Andheri, Mumbai, India, 2022. Recycling packages are of utmost importance as
there is a threat of environment pollution which can hamper the economic growth of the country.
Through this research we found out that most of the respondents are aware of recycling packages and
its benefits. From which young population are more aware. Global warming is the major reason,
because of which Recycled packages are introduced.
According to the descriptive analysis results and the decision rule, consumer’s attitude towards green
packaging in Mumbai is strongly positive. Hence, researcher finally concludes that consumer’s in
Mumbai are concern about their environment very intensively. Based on the results of regression
analysis, most effecting factor to consumer’s attitude towards green packaging is product
characteristics. Hence, researcher finally concludes that improving product characteristics is more
appropriate to increase consumer’s attitude towards green packaging. All the variables have positive
relationship with consumer’s attitude towards green packaging. Among the variables environmental
concern was the highest positive correlated variable with consumer’s attitude towards green packaging.
Consumer’s attitude towards green packaging is not varying by consumer’s gender, age and education
level except income level in Mumbai. The researcher highly recommends that green package concept
should be promoted through advertisements, leaflets and posters in Mumbai. Researcher recommends
for manufacturers to transform their traditional packaged strategy into green packaged that will lead to
get more profits. Furthermore, manufacturers have to be more concern on the quality of the product
and durability of the product when it is green packaged. Because consumers were highly concentrate
on it. To the manufacturers those who wish to transform their traditional packaging strategy into green
packaging strategy should be provided tax reliefs and loan facilities. Consumers should be advised in
the way of proper recycling method, importance of recycling, harmfulness of environmental unfriendly
packages and diseases that can be raised through polluted environment. Programs should be organized
within the Mumbai to improve their attitude towards green packaging continuously and also programs
should be organized, those can change the traditional buying behavior of consumers (only concern
about product price) then consumers will tend to buy products with concern of environmental effect.
57
LIMITATIONS
• This study is limited only to 100 respondents
• Though respondents are public, opinion was able to collect only from convenient people.
• Some people who have taken this survey have given some random answers.
58
BIBILOGRAPHY
• Gerard Prendergast, Leyland Pitt (1996), Packaging, marketing, logistics and the environment: are
there trade-offs. International Journal of Physical Distribution & Logistics Management Vol. 26 ISS: 6,
pp.60 – 72
• S.R. Ridge, C. Cull, (1993) "RECYCLING CONTAINERS OF LIQUIDS

FOR HUMANCONSUMPTION", British Food Journal Vol. 90 Iss: 5, pp.212–
215
• Terrance L. Pohlen, M. Theodore Farris, (1993) "Reverse Logistics in Plastics Recycling",

International Journal of Physical Distribution & Logistics Management Vol.22 Iss: 7, pp.35 –
47.
• Leila Hamzaoui Essoussi, Jonathan D. Linton, (2010) "New or recycled products: how much are
consumers willing to pay?", Journal of Consumer Marketing Vol 27 Iss: 5, pp.458 – 468
• Victor Gray, John Guthrie, (1993) "Ethical Issues of Environmentally Friendly Packaging",
International Journal of Physical Distribution & Logistics Management Vol. 20 Iss: 8, pp.31 – 3
• R.C. Coles, B. Beharrell, (1993) "Packaging Innovation in the Food Industry", British Food
Journal Vol. 92 Iss: 9, pp.21
• Jennifer Acevedo (May/Jun 2009), seeking the ideal form: product design and consumer
Response, journal of marketing, 59(July), 16-29.
• John Kalkowski (Jan 2009), packaging as a tool for product development: Communicating value
to consumers, Journal of food distribution research, 38 (1), 61-66.
• Brent Felgner (Jul 30, 2007) sales performance of packaging for consumer electronics products,
delft university of technology.
• Ellen Groves (Apr 10, 2007)the power of packaging, united states of America, pp 186-216
• Elham Rahkar, Nabsiah Abdul Wahid (2011) Research Paper on Eco-Label and Eco- brand.
• Tan Booi Chen, Lau Teck Chai (2010) Research Paper on Environment.
• Ramli Nik Abdul Rashid (2009) Research Paper of SIRIM
59
SPECIALIZATION PROJECT
DECLARATION
Name:
VISHNU VENU NAIR

Certificate
This is to certify that the “To study how artificial intelligence is optimising morden marketing
practices”, has been successfully completed by Mr. Vishnu Venu Nair during the MMS II, SEM IV in
partial fulfillment of the Master’s degree in Management Studies recognized by the University of
Mumbai for the batch 2021–2023. This project work is original and has not been submitted earlier for
the award of any degree, diploma or associateship of any other University/ Institution.
Date :
-
ACKNOWLEDGEMENT
experience.
EXECUTIVE SUMMARY
Artificial Intelligence (AI) in Marketing has gained momentum due to its practical significance in
present and future business. Due to the wider scope and voluminous coverage of research studies on AI
in marketing, the meta-synthesis of exiting studies for identifying future research direction is extremely
important. Extant literature attempted the systematic literature review, but existing reviews are
descriptive, and latent intellectual network structure remained unexplored. Present study used
bibliometric analysis, conceptual network analysis, and intellectual network analysis to identify
research subthemes, trending topics and future research directions.
Disruptive technologies such as the internet of things, big data analytics, blockchain, and artificial
intelligence have changed the ways businesses operate. Of all the disruptive technologies, artificial
intelligence (AI) is the latest technological disruptor and holds immense marketing transformation
potential. Practitioners worldwide are trying to figure out the best fit AI solutions for their marketing
functions. However, a systematic literature review can highlight the importance of artificial intelligence
(AI) in marketing and chart future research directions. The present study aims to offer a comprehensive
review of AI in marketing using bibliometric, conceptual and intellectual network analysis of extant
literature published between 1982 and 2020. A comprehensive review of one thousand five hundred
and eighty papers helped to identify the scientific actors' performance like most relevant authors and
most relevant sources. Furthermore, co-citation and co-occurrence analysis offered the conceptual and
intellectual network. Data clustering using the Louvain algorithm helped identify research sub-themes
and future research directions to expand AI in marketing.
The evolution of AI has changed the dynamics of businesses. Marketing is one of the areas witnessing
the rapid adoption of AI on a very intense scale. Practitioners across the globe are trying to figure out
the best fit of a solution for their marketing functions. The current study using Narrative Literature
Review (SLR) explores the importance and use of AI in the different operations of marketing. On the
basis of prior literature, the study categorizes marketing into four distinct functional themes market
search, integrated digital marketing, experimental marketing, and social media. The study conducted a
review of 86 qualified peer reviewed journal publications from the most reliable databases such as
Scopus and Web of Science (Wos). The study was conducted using an evidence-based approach by
categorically evaluating and inspecting academic and scholarly articles and journal publications on
the topic of AI and marketing. The findings of the study have implications in academia and industry
as it recommends the firms to adopt the application of AI in the different themes of marketing.
Contents of Specialization Project

No.
I INTRODUCTION 1
Why Is Ai Marketing Important? 3
How Artificial Intelligence Will Change The Future Of 4
Marketing: Artificial Intelligence In Marketing Analytics?
Future Of Ai In Market Research
Ai Will Change Everything 5
How Will Artificial Intelligence Support In Making Better 8
Marketing Decisions? 9
How Is Ai Transforming Digital Marketing?
Marketing And Ai Technologies 14
How Ai can help marketers make better decision 18
Brands Using Ai Practices For Marketing 19
21

Research Objectives 35
Research Methodology 36
Research Design 37
IV FINDINGS AND CONCLUSION 38
Findings 38
Conclusion 41
V BIBLIOGRAPHY 42
INTRODUCTION
Artificial Intelligence in Marketing is now one of the most prominent examples. Artificial Intelligence
(AI) is helping marketers predict what their customers want and is a key contributor to more seamless
customer experiences. AI is often used where speed plays an important role and is essential in
marketing efforts. To best communicate with customers and then serve them tailored messages at the
right time, ensuring the maximum efficiency possible and without intervention from marketing team
members, data and customer profiles are used by AI tools.
In today’s customer-driven market ,complexities involved in decision making is increasing every day.
This includes understanding customer needs and desires and aligning products to those needs and
desires. A handle on changing customer behaviour is vital to make the best marketing decisions.
Artificial intelligence is reshaping almost all the aspects of doing business, from finance to sales and
R&D to operations but the most profound impact of AI is being witnessed in the field of marketing
where not only it has already created great value but experts predict it is going to change the future of
marketing massively. AI marketing uses artificial intelligence and machine learning technologies to
make decisions based on data collection ,data analysis and additional observations of trends that may
impact marketing efforts.
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AI marketing solutions optimize and streamline campaigns while eliminating risk for human error.
Marketers can leverage AI to build marketing analytics techniques for targeting the customers which
are potential and create customized experiences for their customers. For many of today’s marketers, AI
is used to perform more tactical tasks that require less human nuance and to augment marketing teams.
AI is able to conduct tactical data analysis faster than its human counterparts and come to fast
conclusions based on campaign and customer context. It helps the team members of the organization,
give time to focus on strategic initiatives that can then inform AI-enabled campaigns. With the advent
of AI and its growth at a high rate, marketers currently have to no longer wait until the end of a
campaign to make the decisions, but they can make use of real-time analytics to make better media
choices. In a multitude of use cases, AI is being used in marketing initiatives across a broad array of
industries including financial services, healthcare, government, retail, entertainment, and more.
Different results are shown or offered by each use case, from improvements to campaign performance,
to enhanced customer experience or greater efficiency in marketing operations.
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WHY IS AI MARKETING IMPORTANT?
The famous US pioneer of marketing John Wanamaker coined the phrase, "Half the money I spend on
advertising is wasted; the trouble is I don't know which half". Luckily for us it's no longer valid.
Combining smart machines and smart people, we can ensure that every budget, large or small, is doing
what it should be: increasing our clients' revenue.
AI marketing enables marketers to consolidate and analyze a huge amount of data from social media,
emails, and the web faster. Marketers can then use those insights to boost campaign performance and
return on investment in a shorter time frame. Essentially, AI marketing solutions optimize and
streamline campaigns while eliminating risk for human error.
As consumer expectations evolve with technology, a marked interest in providing highly tailored and
customized experience as efficiently as possible has developed in the e-commerce, retail and enterprise
space. Consumers expect companies to understand and meet their needs and expectations. AI
marketing helps organizations understand who their target audience is so they can create a personalized
experience for each of their customers.
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HOW ARTIFICIAL INTELLIGENCE WILL CHANGE THE FUTURE OF
MARKETING: ARTIFICIAL INTELLIGENCE IN MARKETING ANALYTICS?
1. Proactive Community Management

A second direction that artificial intelligence is being used in group management today can be
observed. As every group manager can attest, participant disengagement is one of the most significant
challenges to a long-lasting society. It can result in a high turnover rate, increased management effort,
and outcomes of lower quality.
Luckily, AI-driven automated market research behavioral forecasts increased the chance of
disengagement. Behavioral predictions include evaluating a vast array of group members’ data points
such as several logins, pages viewed, the time between logins, etc. to construct user interaction
profiles.
When designed against disengaged members and measured, the AI can classify the members are at risk
of disengagement. It allows community managers to provide these individuals with additional support
and encouragement, thus reducing that risk.
2. Machine Making Decisions

Give enough details to a computer, and it’ll be able to make a decision. And that’s precisely what Kia
did over two years ago when the company used IBM’s Watson to help determine which influencers on
social media would better endorse its Super Bowl commercial.
Using Natural Language Processing (NLP), Watson analyzed social media influencers’ vocabulary to
recognize which characteristics Kia was searching for – openness to improvement, creative curiosity,
and striving for achievement. Perhaps the most exciting thing about this example is that Watson ‘s
decisions are those that would be difficult for a human to make, demonstrating the possibility that AI
for market insights might better understand us than we can.
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FUTURE OF AI IN MARKET RESEARCH
Progress, of course, never ends. We are still very much in the absolute infancy of artificial intelligence.
In the years to come, it is a technology that will have a much more significant effect on market
research. Although there is no way to predict precisely what the result would be, the ideas outlined
here are already being formulated – and that arrive sooner than we expect.
1. Virtual Market Research

It’s expensive to hire. It can quickly eat away on a research budget, depending on the sample size and
the length of a task. One proposed suggestion to further reduce this expense and extend insight budgets
is to create a virtual panel of respondents based on a much smaller sample.
The idea is that sample sizes inherently restrict the ability of a company to consider every potential
customer and client’s behavior. Hence, taking this sample, representing it as clusters of behavioral
traits, and building a larger, more representative pool of virtual cluster respondents offers a more
accurate behavior prediction.
This method has abundant limitations, such as the likelihood that in the first instance, the virtual
respondents will be limited to binary responses. But this still has value – particularly when combined
with the ability to run a large number of virtual experiments at once. It may be used to determine the
most suitable price point for a product or to understand how sales could be affected by reaction to a
change in product attributes.
2. Chatbots
As Paul Hudson, CEO of FlexMR, emphasized in a paper presented at Qual360 North America, a
question still hangs over whether artificial intelligence could be used to gather on-scale qualitative
conversational research. The research chatbots of today are restricted to pre-programmed questions,
presented in a user interface typical of a conversation online.
However, as developments in AI continue to grow, so will these distribution methods for online
questioning. The ultimate test would be whether such a tool could interpret responses from respondents
in a way that allowed tailoring and sampling of interesting points following questions. It will signal the
change from question delivery to virtual moderator format.
The resource is a natural limitation to desk investigation. While valuable, desk research can be time-
consuming, meaning that insight does not always reach decision-makers’ hands before a decision is
taken.
Artificial intelligence can read, understand patterns, and detect trends much quicker than a human
being, making this a possible technology application. The current barrier to this being adopted is the
procurement of material for processing the AI. However, this barrier is increasingly eroding, as a
growing amount of content is archived on public and private networks.
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Unfortunately, given the broad reach of AI, it seems that much of the discussion surrounding artificial
intelligence in market research today revolves around the coding issue and how technology could
improve the analysis of qualitative data. While this is an important subject, there is a much broader
range of applications AI might have within the insights industry. For insight professionals to make
the most of this powerful technology, which is still very much in its infancy, it’s necessary to explore
this broader range of applications thoroughly.
The rise of artificial intelligence ( AI) has fundamentally changed the way companies and brands
perceive their target markets and interact. Nowhere is this truer than in the areas of management of
expertise (XM) and ai-driven marketing studies.
In public discourse, AI and machine-learning can elicit divided opinions: for example, many support
AI as a means of reducing repetitive and pointless work; others fear it for precisely the same reason,
fearing AI coupled with robotics will replace human work.
But in the world of XM research, the scales are tipped massively in favor of AI. Indeed, our research on
Qualtrics research shows that 93 percent of market analysts identify AI as an opportunity for the
industry. As an indication of interest in the intersection of AI and market research, the US self-
governing market research company Insights Association conducted a conference in June on how AI
and other emerging technologies are changing the market.
3. Understanding What Customers Want
AI provides market researchers with access to tools such as robust automated text analysis that can
analyze millions of comments in minutes, both voice and text, and emerge with a nuanced
understanding of what customers are thinking and wanting.
Powerful algorithms can learn from the respondents, and ask the correct follow-up questions, micro-
targeting the issues specific to the interests and needs of a single respondent.
AI can alter nearly all the factors that characterize current market research — and it already does.
Before recent advances powered by AI, market research, apart from the small implementation of
automation (think SurveyMonkey), was mostly immune to the digital revolution in the past decade or
two. AI would radically change market research, addressing prices, scheduling, delivery, and
application.
The use of algorithms and machine learning makes market research quicker and cheaper, reducing
timelines for the project from weeks and months to hours and days. The move alone makes it possible
to use market research outside big decisions; it is possible to apply AI-driven market research to
everyday decisions with fast results.
Another revolutionary shift is the opportunity to use real-time data from several sources within market
research initiatives. Now, it’s possible to incorporate up-to-the-minute data from sources such as sales,
emails, social media, behavioral knowledge, and passive data, which can turn market research from a
method of backward-looking analytics into a discipline of the future.
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4. Market Research In Action
Organizations are now utilizing market research powered by AI in ways that demonstrate how the
method improves data access and enhances tactical decision-making. Global telecom firms, for
example, must spend billions in setting up 5 G technologies in the years ahead. They should have relied
on market analysis in the past to tell them where to update the networks.
Telecom companies can exploit the large amount of data they have in-house through AI-driven market
analysis, and apply additional real-time information to determine where network investments can
deliver the highest return on their investment. That’s a big leap forward, and Fortune 500
telecommunications firms are now using AI and Machine Learning to ensure that strategic advantage.
Optimization of the supply chain is another use case for market research powered by AI. AI has
changed the supply chain industry, but its use in the market analysis allows for genuinely future-
oriented outcomes such as predictive supply chains that anticipate needs and optimize the supply chain
before they materialize to meet demand.
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AI WILL CHANGE EVERYTHING
In light of these trends, it’s an excellent time to explore how AI-driven market research can provide
measurable effects for companies that have cut back on their market research activities (and those that
have been priced out of the conventional market). First, the businesses that integrate AI-driven research
into their operations will gain a sustainable edge, as AI becomes more intelligent over time.
Market analysis powered by AI is open as it doesn’t need an expert team to create a study and analyze
findings. Users can go to a site and simply ask a business question. The capabilities of Natural
Language Processing ( NLP) allow the AI solution to access the correct data and provide actionable
feedback in language that can be understood by everyone, ensuring more customers can use market
analysis through the industry.
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HOW WILL ARTIFICIAL INTELLIGENCE SUPPORT IN MAKING BETTER
MARKETING DECISIONS?
AI would democratize market research by broadening access and reducing demands on research skills.
It will make market research more broadly available, expanding the use cases to inform tactical choices
beyond strategic decisions. For all these reasons, and more, AI will change all about market research,
and the most profit will be businesses that get in on the ground floor.
Over the past few years, the Martech sector has experienced significant growth, but the market
research industry has been declining over the same time. Global sales dropped to $45.8 billion in 2017
from a high of $46.1 billion in 2014. Yet AI is poised to revitalize the operation of market research,
and it will change all about how market analysis is being performed and used around the world.
To recognize the potential for AI’s disruptive impact on market research, the factors that led to the
sector’s decline in its conventional form need to be understood. One explanation is that consumer
perceptions have been the domain of market research. Nevertheless, the rise of big data as a business
intelligence resource has significantly eroded that position within an organization.
Traditional market research projects are labor-intensive, costly, and time-consuming, and require
advance knowledge about what information is needed to formulate business strategy. That’s why
market research has been used almost exclusively to make high-stakes decisions on big-ticket
products such as branding, product design, or pricing — it’s too costly and time consuming to apply
for more granular decision making.
Another downside to current market research is that the produced data and insights are closely held by
a small group and are not leveraged around the business. Typically, the findings are used once to
answer a business question, and then consigned to the scrapheap. And while insight is the product that
generates traditional market research, users are left alone to define the next steps.
“AI is not just heading for our industry and it will radically change the use of machinery we use in
marketing” said by Tim Berners Lee. There are numerous ways businesses can take advantage of
Artificial Intelligence and Machine Learning to create a more comprehensive marketing plan. Consider
the following:
1. Predictive Marketing Analytics
With huge amount of data coming every second, marketing teams have a hard time analysing and
deriving insights from it. AI allows marketing teams to make the most of the data using predictive
analytics, which leverages an assortment of machine learning algorithms, models and datasets to
predict the future behaviour. This can be a great help for marketing teams to understand the types of
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products a consumer will be looking for and when and then allowing them to position campaigns more
accurately. Predictive Marketing Analytics help marketers know what exactly consumers are thinking,
saying and feeling in real time about the products and brand.
AI marketing helps organizations understand who their target audience will be and so that they can
create a personalized experience for each of their customers as consumers expect companies to
understand and meet their needs and expectations.
2. Smarter and faster decision making
AI helps conduct data much faster than human intervention, guarantees the accuracy, security and
enables team to focus on strategic initiatives to make effective AI-powered campaigns.
AI is able to collect and track real-time tactical data so that marketers can make decisions right at the
moment without having to wait until the campaigns end. They can determine what to do next based on
the data-driven reports so that the decisions will be smarter and more objective.
3. Content Generation
AI-powered tools can help the works of content creators much more efficiently and easily. Though the
core of the content is routed from human creativity, you can use AI tools to maximize your content
team’s efficiency by automating specific tasks such as email content, personalized reports/messages or
social media content curation.
Some tools like Rocco can help you create fresh social media content that increases your followers’
engagement.
4. Sales forecasting
Knowing what to do next and doing it right is what every business should aim to meet customers’
expectations and earn more sales. The application of AI in marketing makes it easier for marketers to
understand customers and participate in their actions based on the data collected on their contacts and
past purchases.
Through this system, you can predict what customers will buy next and the quantity of a product sold.
It helps you define what product to promote and promote to whom to drive higher sales. This way of
creating business intelligence also enables you to avoid overselling or selling out-of-stock products by
balancing your inventory.
An example of software that uses AI to aid marketing reps is Qurious. The software helps
your marketing or sales reps understand every conversation with prospects instantly without
paying outrageous amounts of speech-to-text costs.
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5. Dynamic Pricing
This AI is often referred to as personalized pricing. It’s a pricing strategy wherein a product’s price
is determined by demand and/or supply. A good example is the prices of ride-sharing apps that
increase as demand rises or when you can’t find a discount when you need to purchase a product
online.
An application’s or website’s bot can monitor your predictive analytics use cases such as cookies,
history, searches and other activities to provide you with real-time pricing. This means you get fewer
discounts and/or higher prices for the product/service you need at the moment. It sounds unfair, doesn’t
it? But there are always two sides to a story.
Customers can benefit from dynamic pricing when the demand for a product is down. A good
example of this is when hotel rooms go unsold. To help decrease the chances of a vacancy, dynamic
pricing can offer competitive pricing to attract customers.
6. Optimization of ads
AI-based tools permit you to handle the process of A/B testing ads in a way that saves time, money and
facilitates the production of top advertisement content using the least amount of time possible, while
using the algorithms of machine learning. The machine dynamically splits budgets across channels to
maximize ROI. It optimizes thousands of micro-campaigns every minute and expands on new
strategies. With the help of technology, you can also retain information on customer behaviour for
future targeting and use the most cost-effective touchpoints to drive ROI.
7. Automated email content curation
Content curation is about finding great content and presenting it to your audience in an effective
way. Simply, you share content created by others with your followers.
However, it’s not just re-sharing content; this process is done by adding more values to your content
that’s more likely to engage your audience.
With Artificial Intelligence, you can curate content and put it into action on the fly. The automation
will save you time scheduling and sending emails to customers. After segmenting your audience and
their emails, AI helps you personalize your newsletter’s content sent to each of your audiences.
Your newsletters need to be more relevant from what you say to the links your audience will click.
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8. Get AI-powered customer insights
The main reason businesses use AI is for data collection. The insights that AI collects for businesses
are valuable sources for them to understand customers at their best and make customer-centered
decisions. AI enables external market knowledge by analyzing the vast amount of online content on
social media platforms, blogs or other platforms.
Marketers can easily create customer personas based on billions of data collected from AI
algorithms. They are on-site interactions, geographic specials, and purchase behaviours, past
interactions/communications, referral sources, and more.
From then, customer segmentation can be done more effectively. Marketers can identify more
clearly which customers should be targeted and included or excluded from the campaign, better
match customers to the products they’re likely to buy, and prevent promoting irrelevant or out-of-
stock products to customers.
9. Craft personalized customer experience
Brands can use AI to improve customer experience by offering personalized content and offers and
top-notch support to each individual customer.
Think about the last time you visited an online store. You see a page with products you may enjoy
and features selections exactly what you are going to buy. AI is used to analyze the products you’ve
purchased in the past and recommends products that fit your needs. This is an example of how AI
improves customer experience with personalization.
10. Finding trends
If Artificial Intelligence is here to help marketers communicating with their audience, it is also the
perfect tool to use the data gathered by these interactions.
As we said, Big Data gives a company the kind of vision that was impossible decades ago. Not only
about what is happening with your indicators right now but what they say about the future.
And let’s be honest, it is getting harder every day to predict what the new trends for Marketing are,
if we just use traditional methods. Expectations change so fast; you can’t wait for it to emerge
before getting on board. It might already be too late.
As AI can perceive patterns too complex for our brains, its insights can show you a future before it
happens. A niche, a new popular media channel, a new way of communication, a consuming habit
from an upcoming generation. It is pretty much a superpower.
With this knowledge, you can start planning an approach to execute as soon as it is possible.
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11. Surprising the audience
This is an interesting complement to the previous topic. If you can project and anticipate trends, you
can be a trailblazer and give the audience what they want before they even realize it.
Habits, customs, desire, they all start shy and show themselves in small demonstrations.
Then they catch fire. Doing Marketing based on data visualization feels exactly like that. It is
exciting and obviously rewarding.
12. Automated image recognition
Big brands like Google, Facebook, Pinterest, and Amazon use AI to identify people and objects in
images and videos with an accuracy percent up to 99.75%.
If you are a Facebook user, you may notice how exact the system has become at recognizing your
friends’ faces in the photos you post and automatically tag them.
From a marketing perspective, image recognition can better sync the online content and store visits.
Many stores trace customers’ in-store visits through facial recognition software and link to their
profile to serve them with a better online shopping experience. Some others combine this technology
with AI-managed push notifications to send real-time offers, discounts and personalized messages to
customers individually. This increases the interactions between stores and customers as well as
keeps their excitement longer when staying in the store.
13. Ensure data quality and privacy
Once fully and correctly implemented, AI can improve the data quality and privacy of an
organization. Usually, marketers will need a vast amount of data at their disposal.
Therefore, to leverage Artificial Intelligence solutions, it’s crucial to have quality data in a place
that is suitable for AI to perform its job. Think of using a modern data warehouse and deploy all-in-
one data management software to avoid data quality issues caused by complicated data management.
AI provides you with better data acquisition and prevents this rich source of information from being
harmed by cyber attacks.
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HOW IS AI TRANSFORMING DIGITAL MARKETING?
AI is changing digital approaches with the ability to collect data, interpret it, apply it, and then learn
from it. If it continues to evolve, so does the opportunity to use it to improve digital marketing
campaigns and provide useful insights for companies.
Artificial intelligence is indicated as indispensable in future digital products, especially in the field
of digital marketing. From the movie “The Matrix” to Google AI, from the funny and insightful Siri
to Tesla’s self-driving vehicle, more and more companies are incorporating AI for their businesses
in digital marketing. Artificial intelligence is transforming digital marketing into a reality.
Marketers had refused to apply artificial intelligence to their marketing campaigns in previous years.
But now, it’s been embraced and used by many famous companies within their marketing, with
brands like Amazon and Spotify currently using AI systems.
Amazon, for instance, uses AI to show shoppers only appropriate items based on past searches,
transactions, and views. It will increase the probability of a shopper, making an initial purchase or
being a repeat customer with the highly sought after personalized experience.
AI is revolutionizing digital marketing, with the ability to capture, evaluate, apply, and then respond
to data. As the amount of information on potential customers increases, AI will become more
relevant because of its ability to make fast and reliable data-based decisions. Here are several
aspects that digital marketing is changing AI:
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1. Recognize And Analyse
Customer Relationship Management ( CRM) refers to a business strategy that sets out a customer-
centric market approach by optimizing customer information collection and filtering valid
information.
As CRM, AI technology, and Big Data analytics are integrated, they can optimize the collection of
user information from different channels, obtain accurate insights for target markets and recognize
the needs of users so that companies can evaluate the most effective marketing plan.
2. AI Combines With AR/VR
When AI technology meets emerging visual innovations such as AR and VR, it brings with it a new
experience of consumption.
Coca-Cola, for example, chose to merge AI and Augmented Reality ( AR) by overlaying computer
graphics over a real-world view of a consumer using glasses or a helmet inside a variety of its
bottling plants. It helps technicians to collect details about the equipment being serviced and helps
them to assist technicians who can see their vision, making it easier for technicians to perform
maintenance and diagnose issues in remote areas.
3. Email Marketing
AI allows brands to personalize consumer behavior-based email marketing campaigns, meaning

marketers may send out emails that other behaviors cause. It helps them to send specific emails to
the inboxes of consumers, choosing subject lines, product reviews, and feedback based on the
actions of a customer.
AI also helps marketers optimize their email campaigns, allowing them to maximize their results, as
well as better custom content. Marketers can use tools like Phrase to analyze and optimize
campaigns dynamically quickly, rather than having to test various messages and designs A / B,
which can take several weeks.
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4. AI in Digital Advertising
Undoubtedly, one of the areas where AI studies are most successfully integrated is digital
advertising. For the best possible experience, big brands such as Facebook and Google use artificial
intelligence in their advertising platforms.
It analyzes user information, such as age, gender, areas of interest, and location, and shows its ads to
people or audiences whom the business is relevant. This results in a higher return on investment
(ROI) from advertising.
The benefits of AI for digital advertising, when applied correctly, are innumerable. The support of
artificial intelligence while running advertising campaigns boosts getting efficient results from your
efforts and provides high conversion rates in your campaigns.
5. AI in Content Marketing
Artificial intelligence is increasing its impact on content marketing as well. Especially audience
targeting is getting more straightforward with AI in digital marketing. By using such insights,
marketers can reach users more efficiently, attract more potential customers, and realize digital
transformations.
Nestle is among the companies benefiting from AI in content marketing. The brand leverages
natural language processing (NLP) technology to generate personalized content for different
audience segments, thereby enhancing its content marketing efforts and resulting in increased sales.
AI strengthens content marketing by making it possible to connect with visitors on websites with
more relevant content. AI content generation accelerates the process, and content marketers can
create more digital content.
Once you’ve identified the areas where you can benefit from it, you can use AI to create various
types of content, including blog posts, social media content, video scripts, and ad copies.
However, it’s essential to remember that editing the content generated by AI is necessary to ensure
it meets marketing standards, as recommended by experienced marketers including Whitney
Cornuke from TalentLaunch.
Another well-known figure from the marketing field, Alex Cattoni tries ChatGPT to generate copies
and summarizes the situation with these words:
“Is it a magic wand for creating high-converting copy? No. Is it a shortcut to building a business
people trust? Definitely not. Will it replace you as a writer? No, not if you have a single creative
idea, which I know you do, but it can be your new BFF if you learn how to use it properly.”
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6. AI in SEO
Marketers have become more dependent on the use of AI to adapt to search engines’ algorithms. SEO
covers a myriad of requirements, both technically and semantically. The use of artificial intelligence in
SEO improves the ranking of your web page and allows for more adaptive strategies and better content
development for your business.
According to the research by HubSpot, more than half of marketers said keyword rankings and organic
traffic are the primary ways marketers gauge the performance of their SEO strategies.
With the recent hype that artificial intelligence created, many companies focused on leveraging their
SEO practices with the help of AI. For example, STACK Media used artificial intelligence to identify
relevant keywords with high search volumes, analyze the visibility of these keywords on SERPs, and
conduct competitive research to identify successful content themes and structures.
Another way of benefiting from AI in SEO is by improving the technical aspects of a website. For
example, you can generate Hreflang tags or structured data like FAQPage Schema markup, set the
rules for your robots.txt, and build links. And here’s the cherry on the top, as Aleyda Solis exemplifies
in her blog post about the use of ChatGPT for SEO, writing simple and short prompts will be more than
enough to do so.
7. AI and User Experience (UX)
A well-established UX requires human intervention for the best results. Although artificial intelligence
is currently solving particular optimization problems for various content, it doesn’t seem to be ready
to take over the role of humans. Here is a YouTube video from a UX designer that will help you learn
more:
AI for UX design will keep mingling the human brain and creativity with the practical solutions of the
virtual world. This rising field can support the generation of new ideas by facilitating the technical
process. With the help of AI, marketing teams can spare more time for human-based skills as they will
accelerate the application process.
Moreover, UX algorithms, which follow us for all our actions, continue to learn with user movements
at every moment. They keep track of what content and how and when intensely we use them. They
know us so personally that they can guess what our preferences might be. When customer data in such
services is combined with artificial intelligence, they become a separate product for each user. As a
result, they provide each member with a unique experience.
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MARKETING AND AI TECHNOLOGIES
AI technology is moving fast. Because of this, many marketers are missing key opportunities presented by newer
and more advanced methods, including:
 Advanced machine learning: Machine learning is a type of AI that enables predictive algorithms to
become more accurate over time. Machine learning can be used to identify the most relevant audiences
and predict creative elements that will resonate most with these audiences.
 Natural language processing: Natural language processing gives computers the ability to interpret and
analyze text and speech. This capability allows marketers to extract important insights (like consumer
mood and personalities) from social media and other sources. It also enables the integration of automated
communication software like chatbots.
 Neural networks:. Neural networks are at the heart of advanced deep learning techniques and provide
marketers with the ability to discover complex patterns in customer behavior. Neural networks can also be
used for bid optimization, allowing marketers to find the perfect balance between cost and ROI.
 Computer vision: Computer vision enables image processing, analysis and pattern recognition to
optimize and accelerate the creation of better creatives.
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HOW AI CAN HELP MARKETERS MAKE BETTER DECISIONS?
The challenges facing marketers today are significant. Customers’ expectations for personalized
advertising are on the rise, yet they are highly concerned about their privacy. This is leading to
increasingly restrictive regulations surrounding data collection as well as increased privacy-
protecting behavior from consumers.
Luckily, AI-powered solutions can be used to provide consumers with highly personalized and
engaging experiences while at the same time protecting their privacy. Here’s how:
1. Develop better creative at scale
While 65% of marketing leaders say that they’re confident in their creatives, an almost equal amount
say that they struggle to scale their creative approach. This indicates that while many advertisers can
develop high-performing creative, activation is a different story.
Using AI, you can deliver high-performing, personalized creative at scale using real-time consumer
engagements and cookieless data signals. AI automates the time-consuming and labor-intensive
elements of creative optimization. For example, IBM Watson Advertising Accelerator can learn
which creatives are performing and develop dozens of permutations in real-time, serving the most
relevant ads to your audiences.
2. Target the right audience without cookies
The management, analysis and utilization of data remain some of the major challenges facing
marketers today. Up to 85% of marketers say they are drowning in data, but aren’t sure how to use it
in a privacy-friendly manner to target their audiences.
AI solutions can help by using anonymized data to understand consumers in their individual
contexts. For example, IBM Watson Advertising Weather Targeting analyzes location and weather
data to anticipate consumer behavior and develop relevant messaging. This helps you discover
meaningful insights from anonymous data to predict the best creative at household and user-specific
levels while protecting your consumer’s personal information.
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3. Personalize the marketing experience
Personalization is vital if marketers want to develop customer experiences that convert. It helps to
provide consistency across marketing channels, increase brand loyalty and ultimately drive revenue.
The challenge is that while hyper-specific segmentation can increase the effectiveness of your
messaging, cost-effectiveness may be lost. This means it’s harder to deliver unique experiences at
scale and still have good returns.
However, recent advancements in AI tools such as natural language processing and machine
learning enable brands to have scalable personalized experiences at a user-specific level. For
example, with interactive marketing tools such as IBM Watson Conversations you can have direct
engagement and 1:1 interactions with large audiences, driving engagement and building stronger
relationships with your customers.
4. Mitigate advertising bias
Advertising bias has the potential to impact consumers negatively and reduce the effectiveness of
campaigns. For example, it can lead to an inaccurate representation of your target audience,
damaging your relationship with the customer and potentially resulting in disadvantaged subgroups.
However, AI can be used to automate the discovery of bias in advertising that would otherwise go
unnoticed by the human eye. By scanning for biases, AI advertising can discover hidden insights
and use these to create optimal strategies that address each population fairly and effectively.
5. Take a predictive instead of a reactive advertising approach
Brands not only need to identify which channels, messaging and creative elements will be most
effective. They also need to anticipate who to engage and when to engage them.
Predicting consumer actions to deliver personalized experiences means that you will always deliver the
right message to the right customer at each touchpoint. This is why 73% of advertising leaders agree
that brands need to take a predictive rather than reactive approach.
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BRANDS USING AI PRACTICES FOR MARKETING
1. Amazon
Amazon is a global e-commerce giant that extensively uses AI in its marketing efforts. One of its
notable AI applications is the recommendation engine. Amazon's AI algorithms analyze vast
amounts of customer data, including purchase history, browsing behavior, and demographic
information, to generate personalized product recommendations. These recommendations are
displayed on the website, in emails, and through targeted ads, providing a highly personalized
shopping experience. The AI-powered recommendation engine has significantly contributed to
Amazon's success by driving customer engagement, increasing sales, and fostering customer loyalty.
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Another way Amazon utilizes AI is through its chatbot and virtual assistant, Alexa. Powered by
natural language processing (NLP) and machine learning algorithms, Alexa can provide product
information, answer customer queries, and even assist with purchases. This AI-driven conversational
interface allows Amazon to offer seamless customer support, gather valuable insights, and enhance
the overall customer experience.
Additionally, Amazon leverages AI in pricing strategies. It employs dynamic pricing algorithms that
consider factors like demand, competitor pricing, and historical data to optimize product prices in real-
time. This enables Amazon to stay competitive, maximize revenue, and respond swiftly to market
fluctuations.
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2. Spotify
Spotify, a leading music streaming platform, leverages AI to provide personalized music

recommendations. Its AI algorithms analyze user behavior, such as listening history, liked songs,
and playlists, as well as contextual information like time of day and location, to create customized
playlists. The Discover Weekly and Release Radar playlists are prime examples of Spotify's AI-
driven recommendations. These playlists cater to individual tastes, introducing users to new music
while keeping them engaged on the platform. By delivering a personalized music experience,
Spotify increases user satisfaction, encourages longer listening sessions, and drives user retention.
Moreover, Spotify uses AI-powered algorithms to gather insights from user-generated data. It
identifies popular songs, emerging trends, and artists' popularity through data analysis. These
insights help Spotify curate playlists and promote artists, contributing to their success and expanding
Spotify's music library.
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3. Netflix
Netflix, a renowned streaming service, relies heavily on AI in its marketing endeavors. A prominent
use of AI is seen in Netflix's content recommendation system. By analyzing user data, including
viewing history, preferences, ratings, and interactions, Netflix's AI algorithms generate personalized
recommendations for movies and TV shows. These recommendations are based on individual tastes
and viewing patterns, ensuring that users are presented with content they are likely to enjoy. This
AI-powered recommendation system has played a crucial role in retaining subscribers, increasing
user satisfaction, and driving content consumption on the platform.
Netflix also applies AI in content creation and production. It uses machine learning algorithms to
analyze audience preferences and identify patterns of successful content. This data-driven approach
helps Netflix in decision-making processes, such as greenlighting new series or acquiring content
from other studios. By leveraging AI to understand viewer preferences and market trends, Netflix
optimizes its content strategy and delivers engaging shows and movies to its audience.
Furthermore, Netflix employs AI to optimize its video encoding processes. Through AI algorithms,
Netflix can compress video files while maintaining high-quality streaming. This ensures that users
experience smooth playback, reduced buffering, and improved video quality, even on varying
internet speeds and devices.
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4. Coca-Cola
Coca-Cola, a global beverage company, has embraced AI in its marketing strategies to gain valuable
consumer insights and enhance customer engagement. Coca-Cola leverages AI-powered algorithms
to analyze vast amounts of data from diverse sources, including social media platforms, customer
feedback, and sales data. By employing sentiment analysis and natural language processing
techniques, Coca-Cola can understand consumer preferences, sentiments, and trends.
This AI-driven analysis helps Coca-Cola develop targeted advertising campaigns, create
personalized content, and launch new product offerings tailored to specific market segments. For
instance Coca-Cola may use AI to analyze social media data and identify specific consumer segments that
show a high affinity for a particular flavor or product line. Based on these insights, Coca-Cola can create
targeted advertising campaigns that resonate with those segments. This could involve personalized content
and messaging tailored to the preferences, interests, and demographics of the identified consumer groups.
Furthermore, Coca-Cola can use AI to develop personalized content strategies. By analyzing
consumer data and trends, AI algorithms can identify the types of content that are most likely to
engage and resonate with specific market segments. This allows Coca-Cola to create customized
content such as interactive social media campaigns, personalized videos, or immersive brand
experiences that are aligned with the interests and preferences of each segment.
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5. Starbucks
Starbucks harnesses the power of AI to create a personalized and seamless customer experience.
Through its Starbucks Rewards app, the company leverages AI algorithms to analyze customer data
and provide personalized recommendations. This includes factors such as purchase history,
preferences, and location information. By understanding individual customer preferences, Starbucks
offers tailored recommendations, exclusive offers, and even suggests new products to try. This AI-
driven approach enhances customer engagement and encourages repeat visits.
In addition, Starbucks integrates AI-powered voice-enabled assistants into its mobile app and in-
store experiences. These assistants are designed to understand natural language and adapt to
customer preferences. Customers can place orders, inquire about product information, and locate
nearby stores using voice commands. By incorporating AI, Starbucks enhances convenience and
efficiency for customers, making the ordering process more seamless and personalized.
Starbucks applies AI-driven predictive analytics to optimize inventory management. By analyzing

historical sales data, seasonal trends, and local demand patterns, Starbucks can accurately forecast
inventory needs. This ensures that each store has the right amount of ingredients and supplies,
minimizing stockouts and waste. The use of AI in inventory management enhances operational
efficiency, reduces costs, and ultimately improves customer satisfaction by ensuring that customers
can easily find their favorite beverages and products at their local Starbucks store.
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6. Nike
Nike employs AI to enhance its marketing strategies and deliver personalized and interactive
experiences to its customers. The company utilizes AI algorithms and technologies to gather and
analyze extensive consumer data, allowing for targeted marketing campaigns and customized
product offerings.
One of the key areas where Nike leverages AI is in its personalized recommendations and customer
experiences. Through the Nike+ app and website, AI algorithms analyze user data, including fitness
activities, preferences, and purchase history. Based on this information, the app offers personalized
training programs, workout recommendations, and product suggestions. By tailoring content and
recommendations to individual preferences, Nike enhances customer engagement and satisfaction,
driving loyalty and repeat purchases.
Nike employs AI in its customization initiatives. Through the "Nike By You" platform, customers
can design and customize their own sneakers. AI algorithms assist users in the design process by
offering recommendations and visualizing different customization options. This AI-driven
customization experience allows customers to create unique, personalized products that resonate
with their preferences and style.
Nike leverages AI in various aspects of its marketing strategies, including personalized

recommendations, customization experiences, digital marketing, and product development. These
AI-driven initiatives contribute to delivering personalized experiences, optimizing marketing
campaigns, fostering customer engagement and loyalty, and driving product innovation for Nike.
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7. BMW
BMW integrates AI into its marketing strategies to create engaging and immersive experiences for
its customers. The company employs AI-powered technologies and algorithms in various aspects of
its marketing initiatives, enhancing customer interactions and brand engagement.
One area where BMW utilizes AI is in its customer support and communication channels. AI-
powered chatbots are employed on the BMW website and social media platforms to provide instant
customer support, answer inquiries, and assist with product information. These chatbots use natural
language processing and machine learning algorithms to understand customer queries and provide
accurate and helpful responses, ensuring a seamless and efficient customer service experience.
BMW utilizes AI in its vehicle development and innovation. AI algorithms analyze various data
sources, including market research, customer feedback, and performance data, to identify emerging
trends and customer preferences. This data-driven approach informs BMW's product development
decisions, enabling them to design and introduce innovative features, technologies, and vehicle
models that align with market demands. AI-driven insights contribute to BMW's ability to create
cutting-edge vehicles that offer exceptional driving experiences.
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8. McDonald's
McDonald's harnesses the power of AI in its marketing initiatives to optimize operations and
enhance customer satisfaction. The company employs AI algorithms and technologies in various
aspects of its marketing strategies, leveraging data-driven insights to deliver a tailored and efficient
customer experience.
McDonald's employs AI in its customer service and support. AI-powered chatbots are used on their
website and social media platforms to provide instant assistance, answer customer inquiries, and
handle basic customer service requests. These chatbots utilize natural language processing and
machine learning algorithms to understand customer queries and provide accurate and helpful
responses, ensuring a seamless and efficient customer support experience.
, McDonald's leverages AI in various aspects of its marketing strategies, including menu

personalization, targeted advertising, inventory management, and customer support. These AI-
driven initiatives contribute to a tailored customer experience, optimized operations, improved
marketing effectiveness, and enhanced customer satisfaction for McDonald's.
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9. Unilever
Unilever incorporates AI into its marketing strategies to optimize its campaigns, improve customer
engagement, and drive brand growth. The company leverages AI-powered technologies and
algorithms in various aspects of its marketing initiatives, enabling data-driven decision-making and
personalized customer experiences.
One key area where Unilever utilizes AI is in consumer insights and market research. By analyzing
vast amounts of consumer data from sources such as social media, surveys, and online interactions,
AI algorithms help Unilever understand consumer preferences, trends, and behaviors. These insights
enable Unilever to develop targeted marketing campaigns, identify emerging market opportunities,
and align its products and messaging with customer demands. AI-powered analytics provide
valuable data-driven insights that inform Unilever's marketing strategies and enhance its ability to
reach and engage with its target audience effectively.
Unilever leverages AI in customer service and support. AI-powered chatbots and virtual assistants
are employed to provide instant customer assistance, answer inquiries, and offer product
recommendations. These AI-driven systems utilize natural language processing and machine
learning algorithms to understand customer queries and provide personalized responses, improving
the overall customer experience and reducing response times.
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10. Sephora
Sephora is a leading beauty retailer that incorporates AI technology in its marketing strategies to
enhance the customer experience. The brand utilizes AI-powered tools and algorithms to provide
personalized and interactive features for its customers.
One key application of AI at Sephora is the virtual try-on experience. Through their mobile app and in-
store kiosks, customers can use augmented reality (AR) technology to visualize how different
makeup products will look on their own face in real-time. AI algorithms detect facial features and
apply virtual makeup, enabling customers to experiment with various looks and shades before
making a purchase. This AI-driven feature enhances the shopping experience, increases engagement,
and helps customers make more informed decisions.
Another AI-driven tool used by Sephora is the skin diagnostic tool. Customers can utilize this tool
online or in-store to assess their skin type, concerns, and goals. The AI algorithms analyze the
provided information, along with images of the customer's skin, to offer personalized skincare
recommendations. By leveraging AI in skin analysis, Sephora assists customers in finding the most
suitable products for their specific needs, making the shopping experience more personalized and
efficient.
Sephora leverages AI in its marketing efforts through virtual try-on experiences and skin diagnostic
tools. By incorporating these AI-driven features, Sephora enhances the customer experience, enables
personalized recommendations, and helps customers explore and discover beauty products that align
with their preferences and goals.
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LITERATURE REVIEW
Ahmed (2015) Demis Hassabis, founder, and CEO of Google’s AI company DeepMind simply
defines artificial intelligence as the ―science of making machine arts‖. Artificial intelligence is
defined as a computerized system which intake data to perform a task as it could have been
performed by an intelligent being in way to maximize its chances of success. Kaput (2016) Artificial
intelligence is further categorized in to different kinds hence, the term AI could be considered ―a
portfolio of technologies‖ as described by Guruduth Banavar, overseer of IBM’s research. Artificial
intelligence is a technological aspect and field of study which was prevalent from decades but only
recently feasible to be implemented in the domain of marketing. Applications of AI already boast
impressive efficacy across industries, particularly in marketing. Recent advancement in AI
technology and increasing number of use of AI signifies its effectiveness that reaped excitement
among marketers. The ―AI Marketing Era," necessitates fundamental changes to the manner in
which marketers interact with customers, tools they use to achieve their goals, the tactics, the skills
they regard highly in the workplace, and the nature of their day-to-day responsibilities. The domain
of marketing represents the 6th largest industry adopter of AI technology, and the 4th largest use
case of AI concerning resources spent, with around 2.55% of the total industry having invested in it
(Naimat, 2016). A report at McKinsey Analytics suggest that around 50% of the enterprises have
adopted AI in at least one of their business functions, and 75% of the firms implemented AI in their
operations witnessed 10% rise in customer experience (Balakrishnan et al. 2020; Christopher
Stancombe, 2017). Xu (2020) suggest that spending on AI by business organizations is expected to
rise to US$98 billion globally by 2023, with unprecedented 28.4% cumulative annual growth rates.
Paschen et al. (2019) AI has transmuted the business to business (B2B) human-centric sales process
and started affecting the B2B sales. Data base has a huge importance in AI and Superior power of
AI is its ability to learn from large datasets (Shah and Shay, 2019). Adoption of AI van generate
99% return on investment (ROI) in the next 5years and 187% in the next 10years (Teradata, 2017).
AI and ML algorithms enables efficient data processing that allow the firm to formulate the correct
decision (Maxwell et al., 2011). Application of AI in the field of marketing assist the management in
analysing consumer habits, likings, disliking, purchases, etc. (Chatterjee et al., 2019). Application of
AI develops automated chatboat with customers in Natural Language Processing (NLP) that
improves the overall customer experience (Nguyen and Sidorova, 2018). Marketing is composed of
different components which are described through marketing mix. A marketing mix includes
multiple areas of focus as part of a comprehensive marketing plan. E. Jerome McCarthy in 1960
coined marketing mix as 4 P’s viz product, price, place, promotion. The application of artificial
intelligence is prevalent in all the p’s of marketing mix.
Use of artificial intelligence in marketing
The authors undertook the literature review to comprehend the extent of research on enhancing
customer experiences through AI. Gacanin and Wagner (2019) described the implementation
challenges of autonomous customer experience management (CEM). The paper also narrated how the
intelligence network and critical business value driver were established through AI and ML. Customer
experience improved through AI-driven chatbot with Natural Language Processing (NLP) (Nguyen and
Sidorova, 2018). AI and ML algorithms enabled efficient data processing, which allows us to formulate
the correct decision (Maxwell et al., 2011). Application of AI is required to analyze customer habits,
purchases, likings, disliking, etc. (Chatterjee et al., 2019). Customer Relationship Management (CRM)
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functions benefited through Artificial Intelligence User Interface (AIUI)
(Seranmadevi & Kumar, 2019). AI and IoT converted traditional retail stores to smart retail stores. The
smart retail stores elevated customer experience and ease of shopping, and better supply chain (Sujata
et al., 2019). Besides brick-and-mortar stores, AI guides the online businesses also. Sha and Rajeswari
(2019) described the advancement of AI and demonstrated the AI-supported machine, which can track
the five senses (sight, hearing, taste, smell and touch) of humans. The result showed a better consumer-
brand association and product-brand association in the e-commerce business.
Use of artificial intelligence in strategy and planning
Artificial intelligence can support marketers in strategy and planning marketing activities by helping
in segmentation, targeting, and positioning (STP). Besides STP, AI can help marketers in visioning
strategic orientation of firm (Huang & Rust, 2017). Text mining and machine learning algorithms
can be applied in sectors like banking and finance, art marketing, retail and tourism for
identification of profitable customer segments (Dekimpe, 2020; Netzer et al., 2019; Pitt et al., 2020;
Valls et al., 2018). A combination of data optimization techniques, machine learning and causal
forests can narrow down the targeted customers also (Chen et al., 2020; Simester et al., 2020).
Use of artificial intelligence in product management
Artificial intelligence-based marketing analytics tool can gauge the suitability of product design to
the customer needs and resultant customer satisfaction (Dekimpe, 2020). Topic modeling adds to the
system capabilities to service innovation and designs (Antons & Breidbach, 2018). Preference
weight assigned to product attributes during product search help the marketers to understand product
recommender system and align marketing strategies for meaningful product management (Dzyabura
& Hauser, 2019). Deep learning can personalize the point of interest recommendation and helps to
explore new places (Guo et al., 2018). Artificial intelligence offers capabilities to customize
offerings to suit to the customer needs (Kumar et al., 2019).
Use of artificial intelligence in pricing management
Pricing involves factoring of multiple aspects in finalization of price and it is a calculation intensive
job. Real time price variation based on fluctuating demand adds to the complexity of pricing task.
Artificial intelligence based multiarmed bandit algorithm can dynamically adjust price in real time
scenario (Misra et al., 2019). In the frequently changing pricing scenario like e-commerce portal,
Bayesian inference in machine learning algorithm can quickly adjust the price points to match the
competitor's price (Bauer & Jannach, 2018). According to Dekimpe (2020), best response pricing
algorithms encapsulate customer choices, competitor strategies and supply network to optimize
dynamic pricing.
Use of artificial intelligence in place management
Product access and product availability are essential component of marketing mix for heightened
customer satisfaction. Product distribution relies on networked relationship, logistics, inventory
management, warehousing and transportation problems, which is largely mechanical and repetitive
in nature. Artificial intelligence is the perfect solution in the case of place management by offering
cobots for packaging, drones for delivery, IoT for order tracking and order refilling (Huang & Rust,
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2020). Standardization and mechanization of distribution process adds convenience to both suppliers
and customers. Besides utility in distribution management, AI also offers customer engagement
opportunities in service context. Service robots programmed with emotional AI codes are handy in
surface acting (Wirtz et al., 2018). Embodied robots greet and engage with customers, but human
elements need to complement the service environment for customer delight. Automation of service
process with AI offers additional opportunity for performance and productivity improvement
(Huang & Rust, 2018).
Use of artificial intelligence in promotion management
Promotion management entail media planning, media scheduling, advertising campaign

management, search engine optimization etc. Promotion tactics are transforming from physical to
phygital. Digital marketing and social media campaigns made an inroad due to digital
transformation across the globe. In the changed technological world, customer decide the content,
place, and timing. AI offers personalization and customization of message as per the customer
profile and likings (Huang & Rust, 2020). Content analytics can optimize value and message
effectiveness. Customer likings and disliking can be tracked in real time with emotive AI
algorithms. Netnography on social media content offers new avenues for marketers to align their
marketing strategies as per the customer likings (Tripathi & Verma, 2018; Verma, 2014; Verma &
Yadav, 2020).
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RESEARCH OBJECTIVES
The study analyses the impact of AI on marketing focusing the application of AI across different
functional themes of marketing. Artificial intelligence has many applications, the topic of AI in
marketing itself is vast enough, in order to summarize the evolution of artificial intelligence in the
domain of marketing, the current study using SLR summarizes the application and use cases of AI
across functional themes of marketing as shown in the Figure.1
35
RESEARCH METHODOLOGY
The following research is secondary research based on a current study in order to attain a holistic
perspective on artificial intelligence in marketing is multi-layered. It focused primarily on the
secondary data base. The current study employed systematic literature review (SLR) of the past
literature relevant to AI marketing. Jilani & Mackworth-Young, (2015) defines SLR as a process of
identifying underlying trends by analysing and exploring a large amount of published data. SLR
must be comprehensive in order to ensure that it collects, reviews, and assesses previous findings
while also utilizing standardized and pre-specified research techniques (Štrukelj, 2018).Rowley and
Slack’s (2004) guidelines were used in the current study for conducting systematic literature review
(SLR). Methodologically, the literature review used a multifaceted process described in the
subsequent section of Research design.
36
RESEARCH DESIGN
The use of systematic literature review (SLR) follows a multifaceted process.
At the first step, it required selection of bibliometric databases. Scopus, Web of Science, Google
Scholar, Springer, Emerald, Sage are the most commonly used database. Web of Science (WoS) and
Scopus (WoS) are the two most reputed and commonly used bibliometric databases. The current
study explored both Web of Science (WoS ), Emerald, and Scopus databases to search the relevant
literature. Scopous has wider coverage and includes more than 20,000 peer-reviewed journals from
different publishers (Fahimnia et al., 2015).
At the second step, it required forming a search strategy. The study used name string search across
the database. The search string included words like ―Artificial intelligence‖, ―Marketing‖, and
―Artificial Intelligence in Marketing‖. Also, some synonyms for the term artificial intelligence
were used such as machine learning, natural language processing, deep learning, etc. in order to
make the article reflect recent, only the most recent peer-reviewed studies with greater scientific
accuracy were considered. In order to achive research objectives, the search results limits only to
articles published in journals (RamosRodríguez and Ruiz-Navarro, 2004).
At the third step, it required applying Inclusion and exclusion criteria to the search results. The SLR
must identify and understand the objectives and define the criteria for inclusion and exclusion
(Štrukelj, 2018). Inclusion and exclusion criteria helped in extraction of the most relevant articles
for the literature review. The inclusion criteria for the current study included use of keywords
―Artificial intelligence‖, ―Marketing‖, and ―Artificial Intelligence in Marketing‖. It also included
literature published in the recent times in English language and should be published in journals and
scholarly articles. Whereas, Exclusion criteria for the current study included duplicates found using
digital object identifier, non-English articles, and conference paper and book chapters.
Data source
The current study used the methodology of systematic literature review (SLR). This study was
conducted using an evidence-based approach by categorically evaluating and inspecting academic
and scholarly articles and journal publications on the topic of AI and marketing. In order to collect
the data, the current study used thethe most commonly used database such as Scopus, Web of
Science, Google Scholar, Springer, Emerald, Sage are. Only peer-reviewed, journal publications and
scholarly articles were taken into consideration 36 qualified, peer-reviewed, journal publications
were studied for the research and the findings were tabulated as per the following fields: author,
publication year, title, sector, context, study measures, study focus, journal, first author’s country,
and quantitative (Q)-score. However, Conference papers, book chapters, commentaries, erratum etc.,
were excluded from the search results.
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FINDINGS
In order to summarize the evolution of artificial intelligence in the domain of marketing the
synthesized research data have helped formalize, disseminate, and connect the research evidence
using SLR summarizes the application and use cases of AI across functional themes.
1. Market Research
The field of market research have predominantly being focused on understanding consumer
behaviour (Davenport et al., 2020; Overgoor et al., 2019). Wirth (2018) in a study illustrated how
artificial intelligence has its applicability in the field of market research and customer segmentation.
Eriksson et al. (2020) illustrated the impact of AI on strategic marketing by focusing on five critical
antecedents of strategic marketing and suggested the use of AI in the context of strategic marketing
relates not only to rationale but also creative possibility perspectives The adoption of AI-enabled
technological systems have already started replacing some sales and marketing jobs. Davenport et
al. (2020) demonstrated how AI-enabled technological systems can be more effective when it
supplements (rather than replacing) human managers. Various other studies have illustrated the
application of AI in the evaluation of marketing strategies (Rekha et al., 2016). Paschen et al. (2019)
explored the application of AI in conducting market research in B2B markets. Gkikas and
Theodoridis (2019) projected an AI model for digital marketing in the context of Academia. Huang
and Rust (2020) projected a three-pronged approach for market research by categorising the current
adoption of AI in marketing into three classes based on the feeling AI, nature of their operation, and
application in the overall marketing process, specifically, mechanical, thinking. The adoption of AI
in marketing research and sales marketing has left only fewer task that only human can perform
(Siau, 2017). AI-enabled technological systems uses openaccess toolboxes and technologies in the
process of decision making that can simply overpower humans in marketing research (Wirth, 2018).
Hadi et al. (2019) illustrated the use AI algorithm model to study consumer behaviour in the context
of digital advertising. Huang and Rust (2020) tried to categorize AI based on its functionalities as
mechanical, thinking, and feeling AI. From a standpoint of thinking, AI creates optimal segmenting,
targeting, and positioning insights by analysing the multi-dimensional data, showing correlations
between data- and theory driven market analysis for better outcomes.
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2. Integrated Digital Marketing
An unparalleled future in the world of marketing has been created with number of new application
of AI in marketing (Krsteva, 2016; Siau, 2017). Thiraviyam (2018) suggested indicative measures to
improve digital marketing strategies. Murgai (2018) studied the application of AI in the different
areas of digital marketing and how AI has transformed the landscape of digital marketing. Khokhar
and Chitsimran (2019) tried to discover the factors that lead to the adoption of AI in marketing.
Capatina et al. (2020) predicted the potential application of AI-based software in programmatic
advertising. In context to Academia, (Gkikas and Theodoridis 2019) proposed a machine learning
model for digital marketing. TĂNASE (2018) illustrated the impact of programmatic advertising.
Various recent studies have tried to explore the influence of AI on digital marketing from a specific
research context such as, marketing academics ((Elhajjar et al., 2020) and customer experience
(Chandra, 2020). Mogaji et al. (2020) conducted an exclusive study and evaluated the impact of
AIenabled digital marketing programs on financially vulnerable customers. It suggested the
importance of human connection to ensure optimal customer engagement and experience. The study
also proposes a model towards finding connection between financial vulnerable customers and
financial service market.
3. Experiential marketing
Experimental marketing also known as engagement marketing, is a marketing technique that deeply
engages the customers with the product. Recent research has mainly focussed on virtual
reality/transformation (Grandinetti, 2020; De Bruyn et al., 2020), voice (Hildebrand, 2019; Jarek&
Mazurek, 2019; Dumitriu& Popescu, 2020), implication for image recognition (Shah & Shay, 2019;
Xi &Siau, 2020; Jarek& Mazurek, 2019) and chatbots (Jahan, 2020; Kaczorowska, 2019; Devang et
al., 2019). Grandinetti (2020) illustrated the priorities of a marketer in context of AI-powered
experiential marketing and satisfaction of customer needs. MartínezLópez and Casillas (2013)
offered a complete review of deployment of artificial intelligence in industrial marketing e.g. in
segmenting and pricing from 1970s to 2013. Continuing from that Syam and Sharma (2018) provide
a detailed overview impacts of machine learning (ML). Dr Misbah Jahan’s (2020) conducted a
research which stated the use of AI in the marketing domain and also illustrated the different
industries and sectors that were the early adopters of AI. Kaczorowska (2019) illustrated the process
of identifying opportunities related to application of chatbots in marketing. On the other hand,
Dumitriu& Popescu (2020) illustrated the use of advanced intelligent search mechanisms. Xi & Siau
(2020) in a study illustrated the valuefocused marketing facilitated by AI. Whereas, (Grandinetti,
2020) Stated the relevance of AI marketing in market-theory based implications. A sectoral study on
the pharmaceutical industry by Khanna et al. (2020) analysed the application of AI and advanced
analytics in the area of commercial pharmaceutical marketing. Shah and Shay (2019) presented a
framework to summarize different uses of marketing that can employ transformative technologies
and the corresponding implications. Various research in the recent past has analysed the impact of
customer trust on acceptance and adoption and the ethical implications and security requirements of
AI agents (Marinchak et al., 2018).
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4. Social Media
Hanaysha (2018) studies have found that social media marketing plays an important role in customer
retention and also on purchase intention in the context of luxury fashion brands (Morra et al. 2018),
Universities (Wong et al. 2018) and hotels (Alansari et al. 2020). Social media marketing can have
potential benefit on a company’s brand. This can take the form of aspects such as: brand equity
(Stojanovic et al. 2018; Mishra, 2019), brand sustainability (Ahmed et al. 2019), brand meaning
(Tarnovskaya and Biedenbach, 2018), and brand loyalty (Shanahan et al. 2019). Social media
marketing has demonstrated critical transformation with the application of AI based technological
tools (Gkikas& Theodoridis, 2019). Numerous studies in the recent past have explored the
correlations between experience and level of knowledge of the applicability of artificial intelligence
in social media marketing (Micu et al. 2018). Mouncey (2018) has explored the application of
supervised machine learning to Twitter data. Tous et al. (2018) illustrated the use of AI by by
companies for automated curation of brand-related social media images. Various other research have
illustrated the application of AI in different activities such as to propose personalized incentives for
users on social media (Ballestar et al. 2019), to identify more effective sales promotional targets
(Takahashi, 2019), and to identify relevant communication through social media (Vermeer et al.
2019). Nearly every business organization uses different tools for analysing and capturing data from
social media. However, most of these companies still lack sufficient knowledge on technological
evolution like artificial intelligence and utilization of machine learning analytical tools (Duan et al.,
2019; Gil-González et al., 2019; Miklosik et al. 2019)
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CONCLUSION
Business organizations which provides greater satisfaction to the customer will be the market leader
in the modern times. Numerous studies in the recent past has stated that the application of AI may
impact the future of marketing strategies bank customer behavior across different businesses and
industry. The era of AI marketing is rapidly growing and carries with it far reaching implications. AI
offers immense benefits to marketers customers and society at large as it potentially facilitates
marketer’s ability to create and distribute value to the targeted customer at the right time in the right
way.
The current study was an attempt to explain and understand the application of artificial intelligence
in the different functional themes of marketing. The study employed systematic literature review of
the past literature relevant to AI marketing. The findings of the study emphasized on the continuous
evolution of AI to become more intelligent and smarter to augment human thinking. In the modern
times, marketing operations are data driven and application of AI in the different themes of
marketing has the ability to continuously learn and interpret the customers buying intents and
emotion that help in the future marketing efforts which leads to extreme automation and
personalization.
The findings of the study has its implication in academia and industry as it recommends the firms to
adopt the application of AI in the different themes of marketing. The study has a limitation that its
scope was restricted only to few functional themes of marketing which included market search,
integrated digital marketing, experimental marketing and social media. However, there are various
other functional themes which remained uncovered in the objective of this paper. Future studies on
this topic may include more functional themes.
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44
SOCIAL RELEVANCE PROJECT
DECLARATION
Name:
VISHNU VENU NAIR

Certificate
This is to certify that the “To understand the impact of social media on Indian youth”, has been
successfully completed by Mr. Vishnu Venu Nair during the MMS II, SEM IV in partial fulfillment of
the Master’s degree in Management Studies recognized by the University of Mumbai for the batch
2021–2023. This project work is original and has not been submitted earlier for the award of any
degree, diploma or associateship of any other University/ Institution.
Date :
-
ACKNOWLEDGEMENT
experience.
EXECUTIVE SUMMARY
Today social media networks such as Facebook, Twitter, YouTube, WhatsApp, Instagram etc. has
become an integral part of youth’s life. Youth cannot imagine themselves without using social media
network. They are active on social media from early in the morning till late night. Students use social
media networks in the examination periods also. These new social communication channels have been
adopted by all the age groups in India. Social media has a significant impact on the society especially
on the youth.
.
Social media networks have negative as well as positive impact on our society. It is importantto know
the positive and negative impact of social networking sites and applications on today’s young
generation. It is also important to know the benefits of social networking for youth.
Thispaper is an attempt to study the impact of social networking sites and applications on young
generation. It is a result of a survey conducted on youth of Mumbai City. The sample sizeof 50
respondents was obtained by distributing well-structured questionnaires. Convenience sampling method
was used.
The scope of the study was limited to the youth of Mumbai City.The result shows that there is a
significant impact of social media sites and applications on today’s youth. It is also seen that there are
benefits of social networks for youth. This study also describes that there were some drawbacks of
social networking.
Contents of Social Relevance Project

No.
I INTRODUCTION 1
What Is Social Media? 4
The Launch Of Social Sites 5
Modern Social Media Outlets 6
The End-User Experience 8
Impact Of Social Media On Indian Youth 9
Is Social Media Good Or Bad? 11
Which Comes First, Depression Or Tech Use? 13
Harnessing The Benefits Of Social Media And Technology 14
Teens And Social Media Addiction
Social Media Addiction: A Cause, Or A 15
Symptom? Teen Social Media Addiction And The 16
Brain 17
Is There Anything Good About Social Media? 18
Social Media And Self-Esteem 19

Objective of the study 25
Scope of the Study 26
Limitations 27
Methodology 28
IV DATA ANALYSIS AND INTERPRETATION 29
V FINDINGS AND CONCLUSION 44

Findings 44
Conclusion 45
Recommendations 46
VI BIBLIOGRAPHY 47
INTRODUCTION.
Human beings are social creatures that require the companionship of others to make progressin life.
Thus, being socially connected with other people can relieve stress, anxiety, and sadness, but lack of
social connection can pose serious risks to mental health. Social media has recently become part of
people's daily activities; many of them spend hours each day on Messenger, Instagram, Facebook, and
other popular social media. Thus, many researchers and scholars study the impact of social media and
applications on various aspects of people’s lives. Moreover, the number of social media users
worldwide in 2019 is 3.484 billion, up 9% year- on-year. Social media allows relationship forming
between users from distinct backgrounds, resulting in a tenacious social structure. A prominent output
of this structure is the generationof massive amounts of information, offering users exceptional service
value proposition. However, a drawback of such information overload is sometimes evident in users’
inability to find credible information of use to them at the time of need. Social media sites are already
so deeply embedded in our daily lives that people rely on them for every need, ranging from daily news
and updates on critical events to entertainment, connecting with family and friends, reviews and
recommendations on products/services and places, fulfilment of emotional needs, workplace
management, and keeping up with the latest in fashion, to name but a few.
The term social media refers to a computer-based technology that facilitates the sharing of ideas,
thoughts, and information through virtual networks and communities. Social media is internet-based
and gives users quick electronic communication of content, such as personal information, documents,
videos, and photos. Users engage with social media via a computer, tablet, or smartphone via web-
based software or applications.
While social media is ubiquitous in America and Europe, Asian countries like Indonesia lead the
list of social media usage.1 More than 4.5 billion people use social media, as of October 2021.Social
networking sites (SNS) are a way for people in the offline world to stay connected regardless of
geographical distance, difference in time, or other context-specific barriers. They are spaces of
socialization for common communities, communities in practice, or those united by a shared interest.
They have gained global popularity as a medium through which people transmit, coordinate, and, in
some cases, live their lives.
Powered by Web 2.0 technology, SNS are explicitly participatory, dialogical, and user-content fed.
Sites such as Myspace, Facebook, Twitter, and YouTube are dissemination portals, showcasing in vivid
multimedia ways expressions of everyday life that invite comment and discussion.
They offer a continuously updating diary or inventory of the self. SNS are both product and part of an
age of globalization and are at once a powerful example of social and economic interconnectivity and
democratic empowerment; an unparalleled information resource and educational tool; a mechanism for
identity work and cultural enterprise; and also a barometer of local, national, andinternational
inequality and medium for illicit, criminal, and terrorist behavior.
1
SNS are increasingly deployed, albeit unintentionally, not only as a platform for computer- mediated
communication but also as a substitute for face-to-face forms of social interaction. SNS interactions are
characterized by an ease and immediacy, often nonreplicable in the offline world. Unfettered by the
constraints of physical proximity, geographical setting, or time zone, SNS allow for mobile, instant,
and continuous exchange. However, at the same time as they bring together, SNS may be accused of
setting apart. Critics argue that SNS engender over reliability in forms of impersonal communication
that reduce person-to-person physical contact and cause the deterioration of core communicative skills.
This is further compounded by an overreliance on communicative technologies, particularly
audiovisual interfaces that replace core skills of articulation, deliberation, and critical reasoning.
Furthermore, SNS may dilute a command or incentive for creative and imaginative forms of
interpersonal expression. From an epistemological perspective, it is argued that SNS enervate the
potential for independent and autonomous knowledge building and the diminution of attention and
concentration spans.Some critics attribute physiological changes, increased incidence of illness, and
prematuremortality to prolonged or excessive exposure to SNS. Although SNS are hugely popular and
continuously used, they are not wholly insulated from a range of ethical issues. The promissory rhetoric
that accompanies SNS as a constituent of the Web 2.0 revolution distracts from the very real and
omnipresent dangers of its use and/or misapplication.
The global proliferation of SNS and SNS users (Sneer’s) – with highly variegated applications in
multiple potential contexts – has induced an often uncritical and blind-sided acceptance and
normalization of SNS as a feature or accessory of everyday life. Such is the ubiquity and integrality of
the SNS to social life that it has become almost indispensable and, for the ‘Net Generation,’ a lifestyle
essential. However, while exploiting the multiple attributes and conveniences of SNS, individual users
and user communities may become so immersed and convinced of the online environment as to
unsuspected the safety of domain infrastructure and legitimacy of information migration to other
unidentified domains for unknown users. The capacity of SNS as bridging or reconciliatory devices
between geographically disparate or chronologically forgotten individuals/communities epitomized by
instant and efficient connectivity and the promise of global coalescence is certainly appealing.
Moreover, in
cultural–commercial terms, and in an age of lifestyle marketing, the SNS is a liberator tool,
emancipating individuals through open and relatively unregulated dialogue.
2
However, the Sensor may occupy the online domain much like a homeowner who purchases a property
without a survey or certification of its structural integrity. Too many, too often, are guilty of signing a
contract without consulting or verifying its conditions. By bypassing the small print of contractual
obligations, the user relinquishes many of his or her powers of ownership and governance in the public
dissemination and use of personal information, albeit personal information broadcast by the user of his
or her own volition in an open and relatively unsecure space. It seems that Sneer’s display only a
limited cognizance or else are unconcerned about the risk associations of SNS use. SNS use is thus
simply conceptualized and nonchalantlybought into as a means for personal expression within an
environment deemed to be consequence free. Few, then, would reckon upon the ways or even the
possibility that their personal information might be co-opted for a variety of purposes beyond their
control or wishesand by a variety of unknown agencies. Ultimately, the SNSer may unwittingly
supersede hisor her claims of information privacy, certainly of the sort that conflicts with personal
interests or corrupts accounts of self. The great depth and spread of online networks also means that
tracing or mapping the journeys and uses of personal information becomes near impossible. Aspects of
self therefore are potentially lost to individual subjectivity. Furthermore, personal information may
pass through so many intermediaries or knowledge brokers as to render its final iteration inconsistent
and/or incomparable to its first.
Issues of self-presentation or at least the mutability of individuals’ online profiles are especiallyrelevant
given the high demand for visual content. Of course, online profiles may evolve into exaggerated or
fictionalized versions of the offline self. The way with which SNSers exploit the creative license
granted by SNS in generating – with good intention or innocence – superlative, alternative, or
imaginary depictions of self is itself problematic where the creation of online personalities or avatars is
done not innocently, playfully, or with good intention but malignantly, to the detriment or harm of
others or even in ways unlawful.
The extent to which private and public realms conflate is perhaps the greatest cause for
concern, particularly in the context of an information or network society.
3
WHAT IS SOCIAL MEDIA?
Social media is interactive platforms where content is created, distributed and shared by
individuals on the web. Professors Andreas Kaplan and Michael Haenlein of the ESCP
European Business School define social media as “a group of Internet-based applications that
build on the ideological and technological foundations of Web 2.0, and that allow the creation
and exchange of user-generated content.” Social media websites and applications allow users
to create and exchange user-generated content where people talk, share information,
participate and network through technologies such as blogs and social networking sites.
Within the last decade, social media has become one of the most powerful sources for news
updates, online collaboration, networking, viral marketing and entertainment.
Strength of Social Media around 112.3 million blogs, 100 million of videos viewed daily 60
million active social network site users
4
THE LAUNCH OF SOCIAL SITES
In the 1980s and ’90s, according to “The History of Social Networking” on the technology
news site Digital Trends, the internet’s growth enabled the introduction of online
communication services such as CompuServe, America Online, and Prodigy. They introduced
users to digital communication through email, bulletin board messaging, and real-time online
chatting.
This gave rise to the earliest social media networks, beginning with the short-lived Six
Degrees profile uploading service in 1997. This service was followed in 2001 by Friendster.
These rudimentary platforms attracted millions of users and enabled email address registration
and basic online networking.
Weblogs, or blogs, another early form of digital social communication, began to gain
popularity with the 1999 launch of the LiveJournal publishing site. This coincided with the
launch of the Blogger publishing platform by the tech company Pyra Labs, which
was purchased by Google in 2003.In 2002, LinkedIn was founded as a networking site for
career-minded professionals. By 2020, it had grown to more than 675 million users
worldwide. It remains the social media site of choice for job seekers as well as human
resources managers searching for qualified candidates
.
Two other major forays into social media collapsed after a burst of initial success. In 2003,
Myspace launched. By 2006, it was the most visited website on the planet, spurred by users’
ability to share new music directly on their profile pages.
By 2008, it was eclipsed by Facebook. In 2011, Myspace was purchased by musician Justin
Timberlake for $35 million, but it has since become a social media afterthought.
Google’s attempt to elbow its way into the social media landscape, Google+, launched in
2012. A rocky existence came to an end in 2018, after the private information of nearly
500,000 Google+ users was compromised by a data security breach.
5
MODERN SOCIAL MEDIA OUTLETS
Today’s social media landscape is populated by a suite of services that jockey for the attention
of more than 5 billion mobile device users worldwide. Here is an overview of the most
prominent social media networks of 2020.
1. Facebook
Launched in 2004 by Harvard student Mark Zuckerberg, it has nearly 1.7 billion users
including 69% of U.S. adults, according to Pew Research.
2. Reddit
Launched in 2005 by Massachusetts 20-somethings Steve Huffman and Alexis Ohanian as a

news-sharing platform, its 300 million users have transformed Reddit into a combination
news aggregation/social commentary site. Its popularity is based on the ability to “up-vote”
and “down-vote” user posts.
3. Twitter
Founded in 2006 by Jack Dorsey, Evan Williams, Biz Stone, and others as a
microbloggingsite, by 2020, 22% of U.S. adults were Twitter users, according to Pew
Research.
4. Instagram
Founded in 2010 by Stanford graduate Kevin Systrom as a photo-sharing site and

purchasedby Facebook in 2012, Instagram has more than 1 billion users worldwide.
5. Pinterest
Founded in 2010 by iPhone app developer Ben Silbermann as a visual “pin

board,” Pinterest became a publicly traded company in 2019 and has more than 335 million
active monthly users.
6
6. Snapchat
Founded in 2011 by a trio of Stanford students — Evan Spiegel, Reggie Brown, and Bobby
Murphy — this video-sharing service introduced the concept of “stories,” or serialized
short videos, and “filters,” run for informative digital effects, often based on location.
7. Tik Tok
Founded in 2016 by Chinese tech company ByteDance, this short-form video-sharing site
was merged with the U.S.-based mobile app Musical.ly in 2018 and became popular with
American teens and young adults. As of early 2020, it had more than 800 million users
worldwide.
Social Media: end user and Business
What began as a desktop or laptop experience shifted to mobile phones and tablets as cellular
service expanded; the capabilities of cellular phones expanded, turning them into
“smartphones”; and high-speed wireless internet became more readily available in homes,
businesses, and public spaces.With the advent of social media apps that could run on
smartphones, end users could take their communities with them wherever they
went.Businesses took advantage of this new consumer mobility by serving their customers
new, simpler methods of interacting — and new ways of buying goods and services.
7
THE END-USER EXPERIENCE
At first, social media existed to help end users connect digitally with friends, colleagues,
familymembers, and like-minded individuals they might never have met in person. Desktop
access to bulletin board services such as CompuServe and Prodigy made it easier to grow free
online communities without ever leaving the house.
The invention of the smartphone liberated social media from the desktop and laptop computer.
Apple’s first iPhone, launched by Steve Jobs in 2007, helped shift the focus of online
community building to mobile. Facebook, Twitter, Snapchat, Instagram, TikTok, and other
social media services thrived in the mobile app environment.
Technological improvements — specifically, powerful in-phone cameras — shifted the
focusof mobile apps to video and images. In addition to written messages, end users
could now broadcast in real time.
Instagram, in particular, became the app of choice for social media users interested in travel,
entertainment, fashion, and other visually oriented topics.
8
IMPACT OF SOCIAL MEDIA ON INDIAN YOUTH
Social media refers to all applications and websites or blogs that enable people around the
globe to interconnect via the internet, chat, and share content, video call among many other
functionalities it offers to its users. For a person to be a member of any social media, he or she
has to first signup and then sign in to access content and be able to share and chat with other
users of that social media platform. Some of the common and widely used social media
platforms include Facebook, Twitter, WhatsApp, Snapchat many among others.
Over the past two decades, social media have gained so much growth and fame worldwide to
an extent that many researchers are now interested in learning more about these social
platforms and their effects on the community. Despite the fact that almost everyone in the
community is connected to at least one social media platform, the youth and teenagers are the
leading and most fanatic of these social platforms to the point that they even social network
while in class or even church. It is to this light that researchers have found that these social
sites impact the lives of our youth in a society a great deal in terms of morals, behavior and
even education- wise. The use of social media has both negative and positive impacts on our
youths today. In this paper, I aim to bring to light the impacts of social media specifically to
the youth of this generation. These impacts are both positive and negative.
The positive impacts of social media on the youth today include making them up date on the
events happening around the globe and also enables them network and stay connected with
their fellow youths and friends without physical meetings. It bridges the gap between friends
since a person say in Africa can network and interact with his or her friend in the United
States. This in turn helps in strengthening relationships say amongst classmates in high school
or college, who after finishing school, moved to different locations around the world.
Additionally, youths can create pages and groups in the social media platforms based on their
professions, faith among other dimensions of their lives and this leads to more connections
being built and more opportunities being opened for their respective disciplines. This can even
lead to more employment opportunities being created for the unemployed youths. From the
many interviews carried daily, youths say that social media platforms make their lives
enjoyable, efficient and easier and has also become their lifestyle.
Even though social media sites seem to connect more people and make them stay up to date, it
leads to isolation socially according to a BBC News report. It reduces the number of face-to-
face interactions amongst the youths because they normally spend most of their time on these
online social platforms. An evaluation from a number of studies done by various scientists
show that social isolation can cause a number of effects such as physical, emotional, mental
and psychological issues in these youths. This can in turn lead to depression, anxiety and many
other problems. It also leads to misspelling of words and misuse of words and tenses through
the use of short forms and abbreviations.
This has a high negative impact more so on students because it affects their language
capabilities directly and this lead to poor grades in languages.
9
Also, it exposes young teens say below eighteen years to online predators who get to woo
them into sexual acts such as lesbianism and other general sexual misconducts. It also exposes
these teens to pornographic content being spread in some the social groups online. This in
turn leads to early pregnancies amongst young girls causing them to drop out of school. It
also can leadto contraction of sexually transmitted diseases such as HIV and this can lead to
early deaths of our young generation. The moral of these teens is also tampered with as they
now get access to immoral literature and videos.
Spending long hours chatting in social media sites also decreases productivity amongst the
youths. This in turn causes the youths not to be self-dependent and instead depend on their
parents and families for upkeep. The long hours wasted online on social media can be
channeled to productive activities that can enable one earn a living or even acquire an
educationfor instance through online tutorials and make good use of online research materials.
Social media also provides a good platform where cyber theft and bullying is done and this
increases the chances and incidences of identity theft. This has a number of risks to the
youthsas their personal information can get stolen since it is stored in some locations they do
not knowabout or whose security is in not known or is questionable.
Social platforms also encourage the spread of wrong information and news majorly aimed at
tainting other peoples’ names or other groups of interest such as political or religious groups.
This in turn leads to fights and enmity between the concerned parties and this can lead to
divisions amongst tribes or people from different ethnicities and tribes.
It can also lead one to join groups of cults and illuminati people, which in turn can also lead to
frequent killings of people in society especially loved ones as a sacrifice to these cults.
In conclusion, social networking has been proved to have both positive and negative effects on
our youths. Individuals should make a conclusion whether to go on using the sites or stop or
even moderate on their usage. Parents should guide and advise their children on current
matters like the usage of social media and warn them of its negative impacts to them when
misused or overused. The education curriculum also should be revised so that it can include
social media studies in its disciplines so as to alert students that they need to be careful in their
social media usage.
10
IS SOCIAL MEDIA GOOD OR BAD?
The new analysis points out problems with the multiple studies that found few positives of
social media. To cite just one recent example of research, a 2019 study by researchers at
University College London tracked three years of social media and mental health statistics
among 13,000 teenagers. The results showed that 27 percent of participants who frequently
used social media reported high psychological stress. But among teens who used social media
less frequently, only 17 percent reported high stress.
In fact, many researchers have theorized that the link between smartphones and mental health
may help explain the escalating numbers of teens and young adults diagnosed with
depression and anxiety. That’s because teen depressive symptoms and suicide rates began
rapidly increasing around 2010, when smartphone use also rose precipitously.
But the new research review, published in the Journal of Child Psychology and Psychiatry in
January 2020, questions these conclusions. The review examined 40 studies on the effects of
social media on teenagers. And the researchers found that the links between tech use and
depression or anxiety symptoms were small and inconsistent.
Moreover, another review, also published in January, concluded that the quality standards are
low in many of the previous studies. “The association between digital technology use, and
social media use in particular, and psychological well-being is—on average—negative but
very small,” wrote study author Amy Orben, a researcher at the University of Cambridge. The
Negative Impact of Social Media and Screen Time While casting the results of previous
research in doubt, the current studies don’t suggest that there are only positives of social
media. Overall, both researchers and mental health experts agree that social media and tech
useconstitute potential detriments to teen and young adult mental health. Most important,
increased smartphone use can result in any or all of the following:
 Decreased time outdoors as a result of increased screen time, depriving youth of

the mental health benefits of nature
 Less physical activity, meaning young people don’t receive the psychological boost
providedby exercise
 Increased social comparison among teens and young adults who measure
themselves against peers and celebrities, and therefore judge themselves wanting
 Poor body image as a consequence of social comparison
 Possible addiction to social media, smartphones, and/or video gaming, because the
brain responds to digital interaction in the same way it doesto drugs
 Greater likelihood of being exposed to cyberbullying and other distressing online
social interactions with peers
 Lack of face-to-face interaction, leading to poor social skills and less satisfying
real- life relationships
11
 Fewer hours of sleep due to social media and other tech use—important because sleep
deprivation may cause or contribute to depressive symptoms.
12
WHICH COMES FIRST, DEPRESSION OR TECH USE?
Clearly, there are many reasons why the negatives might outweigh the positives of social
media. Most experts agree that too much screen time can exacerbate depression and anxiety.
But what they don’t agree on is this controversial question: Can social media and smartphone
use actually cause a mental health disorder? Is technology at the root of many cases of teen
and young adult depression, anxiety, and other mental health issues? Or is overuse of social
media and screens a symptom of a mental health disorder? Are young people who are
suffering more apt to seek out online distraction, and less motivated to engage in healthier
activities?
The authors of the new research review, and others who have reached similar conclusions, lean
toward the latter explanation. They see smartphones as reflections of mental health issues, not
catalysts.
Moreover, the discrepancy regarding the negatives and positives of social media led the
American Academy of Pediatrics to revise a 2011 warning issued to healthcare providers about
“Facebook depression.” Updated in 2016, the policy now includes the statement, “Research
studies have identified both benefits and concerns regarding mental health and social media
use.”
13
HARNESSING THE BENEFITS OF SOCIAL MEDIA AND
TECHNOLOGY
Can we use social media and other digital platforms for good? Mental health and technology
experts believe that we can. Here are some of the ways that online networks and tools can
support well-being.
Mental health resources: Many organizations and websites now offer support via social
media for those suffering from mental health challenges. Thus, they bring people together to
share experiences. One study found that patients with severe mental health conditions,
suchas bipolar disorder and schizophrenia, used social networks as a way to feel less lonely. In
addition, many sites allow people to sign up to receive texts providing inspiration, positive
messages, and recovery resources.
Positive inspiration: Social networks can create peer motivation, inspiring young people to
develop healthy habits, try something new, follow their dreams, and speak up about things that
matter to them. Teens can also find positive role models online. In addition, a wide variety of
apps offer instruction and support for developing a more positive outlook and building healthy
habits, such as meditation and exercise.
Connection: Platforms like Facebook, Twitter, Instagram, and Snapchat give teens and young
adults a sense of belonging and acceptance. This is particularly true for those who feel
isolated or marginalized, such as LGBTQ youth and those struggling with mental health
issues.
Identify formation: Young people who express their opinions on social media experience
increased well-being, studies show. As a result of forming and expressing their opinions, they
develop self-awareness and self-knowledge. This is beneficial to the maturation process and
contributes to a strong sense of self.
Research: Another of the positives of social media is that mental health experts and
researchers can use it to collect data that subsequently informs research. In addition, therapists
and other professionals can network with each other within online communities, thereby
expanding their knowledge and reach.
Online therapy: Licensed clinical professionals now provide therapeutic services via online
platforms. Hence, they are able to reach young people who wouldn’t otherwise have access to
mental health treatment. Furthermore, online therapy allows teens and young adults to stay on
track with their recovery after leaving residential treatment or an outpatient program.
14
TEENS AND SOCIAL MEDIA ADDICTION
Teens’ relationship to social media addiction is a big topic today. Teenagers are among the
biggest consumers of social media—but is it consuming them? Scientists are discovering an
increasing number of troubling links between social networking and mental health challenges.
These range from distress to teen depression. Furthermore, research is also zeroing in on the
effects of social media addiction on the teenage brain. Proper treatment is key and these social
media addiction facts will keep you informed on the warning signs.
The Stats on Teen Social Media Addiction
 The 92% of teens go online daily, and 24% say they go online “almost constantly.”
76% of teens use social media (81% of older teens, 68% of teens ages 13 and 14).
 71% of teens use Facebook, 52% use Instagram, 41% use Snapchat, 33% use Twitter,
and 14%use Tumblr.
 77% of parents say their teens get distracted by their devices and don’t pay
attention whenthey’re together.
 59% of parents say they feel their teen is addicted to their mobile device.50% of teens
say they feel addicted to their mobile device.
15
SOCIAL MEDIA ADDICTION: A CAUSE, OR A SYMPTOM?
Research shows that teenagers’ use of social media goes hand in hand with increased teen
depression. But is social media a catalyst for depression, anxiety, and other mental health
issues? Or, is social media addiction a symptom of a mental health disorder? These are not
always easy questions to answer.
Kids who already feel isolated and unhappy are particularly vulnerable. Teens and social
media addiction are an unfortunate match. In addition, teens seek online experiences for a
sense of escape and connection, according to Nicholas Kardaras, author of Glow Kids: How
Screen Addiction Is Hijacking Our Kids—and How to Break the Trance. But the relief is
short-lived. Hence, the constant overstimulation of social networking shifts the nervous system
into fight- or-flight mode. Also, this makes disorders such as ADHD, teen depression,
oppositional defiant disorder, and teen anxiety worse. “Furthermore, for teens, being addicted
to Facebook or other forms of social media is a never-ending addictive loop. Therefore, they
keep coming back for more, whether their emotional response is good or bad.
Teen Social Media Use and Addictive Behavior
The frequency of a teen’s use of social media has a clear correlation to how they feel. A CNN
study of 13-year-olds and their relationship with social media, called #Being13, generated
profound insights. The research found that participants who checked Facebook or other
networking sites between 50 and 100 times a day were 37 percent more distressed than those
who checked just a few times a day. Those who checked more than 100 times a day were 47
percent more distressed on average. How social media affects the brain? What biological and
chemical processes are set off by social media use? And how do they affect the brain?
Scientistshave found that overuse of technology in general, and social media in particular,
creates a stimulation pattern similar to the pattern created by other addictive behaviors.
A new study shows that receiving “likes” on social media activates the same circuits in the
teenage brain that are activated by eating chocolate or winning money. “The brain responds to
social media the same way it responds to real-life connections, with a release of dopamine—a
neurotransmitter that creates feelings of pleasure and works in the reward center of the brain,”
says Wilson. “Positive reinforcement comes when a teen posts something online and is met
with likes, shares, and positive comments from their circle of peers. The rush of dopamine that
occurs with this positive feedback creates a ‘high’. For some, this can begin the cycle of the
need to recreate that feeling with more posts and thus more time on social media.”
16
TEEN SOCIAL MEDIA ADDICTION AND THE BRAIN
Frequent use of social media actually rewires the developing teen brain to constantly seek out
immediate gratification. Consequently, it can lead to other addictive behaviors. According to a
review study published in the journal Cyber psychology, Behavior and Social
Networking, “sudden cessation of online social networking may in some chronic users because
signs and symptoms that at least partially resemble the ones seen during drug/alcohol/nicotine
abstinence syndrome.” A Facebook addiction scale developed in 2012 looked at six of the core
elements of addiction as applied to social networking.
So how can parents recognize when their teen is overdoing it? Here’s how to tell.
 When a teen spends increasing amounts of time online.

 If not online, your teen is preoccupied with thoughts of being online.
 Teens have trouble cutting back on social media time, even when you limit their
use. They lie about the amount of time they are spending online.
 Your teen shows signs of anxiety and/or depression after spending time online.
17
IS THERE ANYTHING GOOD ABOUT SOCIAL MEDIA?
People of all ages enjoy staying in touch with family and friends via social networking. But
using social media is far more complicated for teenagers.
“The work of adolescence is really twofold: to gain a sense of individuality and identity, and
to find strong connections with others who are trustworthy and loyal,” says Wilson. Social
media can both help and hinder teens in achieving these goals in their journey toward
adulthood.
Teens can access an unlimited number of people on any given site and may find support and a
sense of community. But they can also encounter the opposite, Wilson warns. Cyberbullying
and harassment are widespread on social media platforms and can contribute to feelings of
low self-esteem, depression, and powerlessness.
Teen Social Media Use Replaces Real Experiences
Consequently, no matter how many “likes” their posts collect, teens won’t benefit if they
substitute social media for real-life friendships.
A 2013 study of 82 young adults found that the more they used Facebook, the more their life
satisfaction levels declined.
18
SOCIAL MEDIA AND SELF-ESTEEM
Showing off one’s “best” traits on social media should help you feel better about
yourself,right? That’s not necessarily the case. According to psychologists, consistently
focusing on oneself actually reduces self-esteem. One study showed that increased Facebook
activity was related not only to symptoms of low self-esteem, but also to narcissism.
Comparing oneself to others is a frequently cited cause of discomfort and low self-esteem for
social media users. In a study examining the link between Facebook and depression,
researchers found that frequent Facebook users often compare themselves with others, which
leads to overthinking and rumination. Therefore, this in turn leads to feelings of depression.
Teens tend to compare themselves to their peers frequently, both in real life and online.
Hence, social media addiction can negatively impact self-esteem.
It’s important to realize that low self-esteem is an underlying cause of many mental-health
challenges, including Depression, Eating disorders, Self-harming behaviors, Substance
abuse.
Social Media Takes Us Out of the Moment
The psychologist Mihaly Csikszentmihalyi used the term “flow state” to describe the
experience of being completely absorbed by an activity. When we’re engaged in a flow
activity, our brain waves shift to the alpha waves associated with rest and relaxation. Teens
particularly benefit from flow, according to research.
But it’s nearly impossible to maintain flow when we’re constantly stopping what we’re doing
in order to record our activity and share it online. As a result, we distance ourselves from the
beneficial experience of being completely caught up in something we enjoy or something
we’re good at. The same goes for spending time with other people: If we’re communicating
with online friends instead of paying attention to the person in front of us, we’re missing the
opportunity for a moment of real, face-to-face connection.
19
What Parents Can Do?
What realistic approaches can parents take to help their teens create a healthier relationship to
social media and prevent social media addiction? Parents can have a significant positive
impact, Wilson says. In the #Being13 study, parents who kept a close eye on their child’s
social media accounts had a profound effect on their psychological well-being, virtually
erasing the negative impact on their teen of online conflict.
Here are a few steps to take.
 Talk openly with your teen about social media and the feelings associated with its
use.
 Set aside screen-free zones, like the dinner table and bedrooms, and make
sure everyone(including adults) abides by them.
 Be a good role model. Show your teen by example that it’s important to unplug
regularly and to find offline activities they enjoy.
 Keep tabs on your teen’s social media accounts. For a younger teen, help them set up
an account and install all privacy restrictions. For an older teen, know which social
media sites they are on, talk with them about what to post and what not to post, and
create ground rules.
 Take time to learn about social media—the good, the bad, and the ugly. Educate
yourself so you can be proactive in talking to your teen about what’s new (and
possibly dangerous) in cyberspace.
Ultimately, Wilson says, you can’t control everything about the way your teen interacts with
social media, but you can help them create a positive sense of self that doesn’t require
validation from an online world.
20
LITERATURE REVIEW
SABITA MAHAPATRA (2016) the purpose of this paper was to explore the perception,
preference and usage of social network sites among the young population. The data was
collected by a self-administered questionnaire through personal survey. Data analysis revealed
respondents‟ perception and preference for various social networking sites on parameters
categorized as functional dimension and association dimension. The finding of the study
provides useful insights for web designers regarding web features, design and content that
would increase usage and preference. The research finding provides suggestions and directions
for making social networking sites attractive, unique, and engaging and user‟ s friendly.
RAVI PRAKASH SINGH (2016) The social networking sites are nowadays playing an
increasing role in people‟ s everyday life and the use of the social networking sites has
become more and more important as a way of communicating in the last couple of years.
Social networking sites like Twitter, Facebook, YouTube and Myspace etc. have gained
more andmore popularity. From the social networking sites especially the “big tree” services
as Facebook, Twitter and YouTube have grown tremendously in the last couple of years.
Politicians are now using social media and the Internet and in turn are permitting a new arena
of grassroots politics. The main objective of this article is to study the role of social
networking sites like Facebook, Twitter, and YouTube etc. on Indian politics.
NOOR AZUAN HASHIM ET AL (2016) the emergence of social media has made it
possible for a person with internet connection to communicate with thousands of other people.
Because of the heavy usage of social media there is substantial interest in making this medium
a commercial site, particularly among entrepreneurs who want to explore the potential of their
businesses. Any entrepreneur can experience various benefits and effects from advertising
their products and services on social media, including an increase in the number of fans and
advertisement views and/or an increase in sales and return on investment as social media
channel product and business information to targeted customers at a minimal cost.
21
PURVA G. SHARMA AND SANTOSH KUMAR VISHVAKARMA (2016) the purpose
of this study is to re-examine the effect of social networking sites on academic performance.
This study will provide some of the glimpses on the positive as well as on the negative aspects
of social media on students' educational achievement. On one side students are using it for
completing their assignments, to facilitate the information, to exchange knowledge on various
platforms like Face book, Twitter, YouTube, Blogs, Research Gate, to download some
materials that will help them in their coursework, to join learning communities, to follow each
other’s research, to form forums where teachers can provide various materials to students to
clear their doubts on particular topics, to share academic resources.
ANNAPOORNA SHETTY ET AL (2015) the study deals with a survey on the impact of the
social media networking in the education of youth. The social media referencing which is used
in the research tool are Face book, Skype, YouTube, Twitter and Myspace. The survey was
being conduct by this researcher to 100 young people. All the participated people actively
respond to this questionnaire. The average participation of the male is lesser than the female.
The average age groups which are being contacted by this researcher were between 18-30
years. Here the majority of the respondents were students while a smaller proportion were the
people belonging to different employee groups. After getting all findings and discussed the
conclusion of collected data the researcher recommend some measures to use of social media
in right direction and utilize social media favorable and appropriate manner to its users.
Positiveuse of social media can develop the youth‟ s academic career, their skills, better
living style,to adopt new trends, fashion, and anthropology so on.
SITA MISHRA AND ARCHANA TYAGI (2015) present study in India pointed out that
establishing personal fit with consumers and providing user-friendly web sites, and reducing
the perceived risk has impact on developing positive attitudes. Social networking sites in India
are in the limelight because of the explosion in social media among the youth. Next to the
importance of SNS as social phenomena, they are a domain of interesting marketing
opportunities for businesses engaged in internet marketing.
EMMANUEL UNEKWU OJIH ET AL (2015) this study has been able to clearly
demonstrate the effect of Facebook usage on the academic performance of students of
tertiary institutions in Kogi state. The observations drawn from empirical data revealed that
students have embraced the use of Facebook, and its academic application is on the
increase, even though some of the students still see Facebook as outright distraction, a good
number of them have embedded it in their tools of learning like research, doing homework,
linking up with matesand lecturers alike among others.
22
SUNITA MEHLA ET AL (2015)The present study is an effort to explore the impact of social
networking sites on student‟ s attitude towards purchase, and suggest some points to overcome
such problem. The study is based on the sample of 200 respondents from different colleges of
Hisar district of Haryana state. The study employs factor analysis, where the 17 statements are
reduced to six principal components through varimax rotation. The study shows that derived
factors have been assigned appropriate names according to the variables that have been loaded
on each factor.
CHIEMELA QUEEN ADAUGO ET AL (2015) this study examined the Influence of the
social media on the Nigeria Youths: Aba Residents Experience. In carrying out this study, the
researcher employed survey method in which she used questionnaire to gather her data. The
population of the study was Aba metropolis from which a sample of 400 was drawn. The
researcher asked research questions and formulated research hypotheses to guide the study.
INDRAJIT ROY CHOWDHURY AND BISWAJEET SAHA (2015) an important

Social networking Site like Facebook is becoming more popular among the young generation
in Kolkata. However this SNS (Social Networking Site) has become a touchy part of the daily
life of the youth's and they are used to access regularly for a prolong time periods to share
their ideas, comments, thoughts or giving any statement regarding commendable and
contemporary situation. Facebook has a lot of interesting features through which mid
generations are attracted more and they are becoming more Facebook seeker and however it
effects on their social life in a positive and negative way.
HARPREET SINGH AND VIJAY LAXMI (2015) the growth of social networking sites
shows a significant change in the social and personal behavior of Internet users. SNS has
become an essential medium of communication and entertainment among the young adults.
Though it has started to affect the daily activities of normal human beings, the popularity of
SNS is not going to reduce in near future. Everything in this world can be used for a bad
purpose as well as for good. It’s us who can make the difference and utilize social networking
sites wisely for the benefit of developing social bonds across the geographical borders.
However, nefarious act of cyber criminals discussed in the article has to be brought to the fore
and stringent measures should be taken to curb the menace. Cyber laws have to be fortified
with advancement of rules as if violators cannot escape committing a crime, at the cost of
societal values.
23
ANUJ SHEOPURI AND ANITA SHEOPURI (2015) this study is focused on student‟ s
academic performance and their behavior. Secondly this study points will help to know the
popularity of social sites among students, and the effect caused by them on their studies, etc.
Lastly it will analyze the pros and cons aspects of social networking on education.
KHURANA N (2015) The study of this research aims to create an immense level of
awareness among the youth exposed to such social networking sites and findings will not only
bear results as to how adversely and positively is the youth affected by the usage of these sites
but also will help the youth to understand the usage of these networking sites efficiently.
Facebook, My Space, Twitter, LinkedIn, Skype and Ning are a few such sites that attract
maximum of the youth to tune in to them and thereby embodies their own merits and demerits
that desperately need to create an actual picture among the youth.
ZAHID AKRAM ET AL (2015) this paper focus on the impact of social networking sites on
youth and how their life is changed due to these sites. The primary objective of present study
was to explore and analyze the socio economic characteristics, effect of social networking sites
on the social relationship, changing behavior and life style of young generation. Moreover, to
explore the health issues due to excessive usage of social networking sites, and to suggest
appropriate measures to minimize the negative effects of social networking sites on youth.
SHIVANI ARORA (2014) this paper is an attempt to study the impact of social networking
on the future of our country, the Indian youth. The youth is the backbone of a nation and
hence the need to study an important part of their life i.e. Social networking. It keeps them
better connected and informed. The effort has been made in this paper to analyze the pattern
of usage to see whether they have been caught in the trap of Social Networking addiction. For
the same,a representative sample of Delhi University students was taken and analyzed.
ABDULLAH. F. AL-DABOUBI (2014)The researcher recommended that more controls and

rules are required to organize S.N.S applications, reinforce advantages, and reduce
disadvantages; also the researcher recommended that more studies should be conducted about
this topic including other variables. On the other hand, the study attempted to identify the
positive impacts of the (SNS) on students to meet their personal needs and increasing their
self- confidence, and the researcher tried to find solutions to their problems through interacting
with others.
24
OBJECTIVES OF THE STUDY
1. To ananlyze the influence of social media on Indian youth

2. To study the time spent by youth on Social media.
3. To educate youth on pros and cons of social media.
4. To understand the positive and negative impact of social media.
5. To determine how the youth in Mumbai uses social media in their daily lives
25
SCOPE OF THE STUDY
1. The scope of this study was limited to the youth of Mumbai districts.
2. The research paper study how social media changed the behavior of Indian youth.
3. The study also recognizes that new attractive technologies have impact on other
agegroups outside the youth.
26
LIMITATIONS
1. Responses has been collected from Mumbai district only.

2. Since few similar studies have been done especially in institutions of higher learning,
3. Another expected limitation is that the youth might fail to give correct information
onthe basis of invasion of their privacy.
27
METHODOLOGY
1. Research is based on secondary data and Primary data.

2. The present study is based on primary and secondary data. The primary data has
been collected through questionnaire and secondary data has been extracted from
various websites.
3. The sample is collected from the people living in Mumbai District.
4. The total strength of sample taken were 50 respondent.
5. The research was conducted through Mumbai District.
6. The sample was collected through Questionnaire.
28
DATA ANALYSIS AND INTERPRETATION
1. Gender
The survey which was conduct received maximum response from female i.e. 54% and
malerespondent were less compare to that of female i.e. 46%.
29
2. Age
In this survey 68% who respondent were from the age group 20-25 the ones who are most
active on social media followed by the age group 30-35 i.e.16%. Now this is age group who
are actually dealing with their child regarding the issues like their children using mobile
phones for playing, using social media etc.
Also there was the age group between 15-20 and 25-30 who respondent and there responding
percentage was 8% respectively.
30
3. Qualification
The majority of respondent who respondent positively to the survey were graduates
followed by the 36% respondent who have higher qualification like post-graduation.
It was observed that only 6% respondent who participated in survey wereundergraduates.
31
4. Occupation
In this survey 48% i.e. majority of respondent are employed followed by 40%respondent
who are students.
The remaining respondent i.e. 8% who responded to the survey are the ones who hadtheir
own business and some of them were housemaker
30
5. What kind of impact does social media has on the society
According to the survey feedback it was observed that 62% this social media has both
positive and negative impact.
While 28% thinks it can have either positive or negative impact on society. And 6%thinks
social media have positive impact on the society.
Where 2%respondent thinks it has negative impact and 2% of them said they actuallydon’t
know what impact does social media have on society?
31
6. Is social media useful?
There was the question asked to the respondent in the survey that is social media useful to
which 72% respondent said yes and 24% said maybe i.e. it can be useful or it cannot be useful
as everything depends on individual usage. Where 4% said no it’s not useful.
32
7. What social networking sites you frequently use for your personal use?
It was observed through survey that the most frequently used social networking sitesare
Facebook, Instagram, YouTube followed by Snapchat, LinkedIn and Twitter.
33
8. How many hours a day do you spend on these sites?
48% respondent said they spent maximum 1-3 hours per day on all social networkingsites
they are active on.
34% respondent are active on social media sites are 3-6 hours in a day.
There were also respondent who spend 6hours a day (12%) and also who spend lessthan
1hour a day.
34
9. Why do you use these social networking sites?
In survey question was asked that why people use social networking to which people
responded that they use it so that they can keep up with news trends,for entertainment, for
connecting with family and new people, etc.
35
10. Do you think children under 18 should use social networking sites?
In these survey respondent were asked that should children under 18 use social networking
sites for which respondent 42% said no because it might have negative impact on them.
There were 36% respondent who thinks they may or may not use social networking sites it
completely depend upon their parents and 22% respondent thinks they can use social
networking sites.
36
11. What kind of harm does social media is causing to the children?
According to the survey 62% respondent in the survey said social media causes boththe
harm i.e. physical harm and mental harm to youth.
While 32% said it only causes mental harm to social media user and 6% said it doesn’tcauses
any harm to the individual.
37
12. Should parents provide smart phones to their child?
Should parents provide smart phones to their child respondent answer to this questionwas
no (52%).
38% respondent maybe parents should provide phones to their child for their safety
10% clearly said no tat parents should not provide mobile phones to their children.
38
13. Are parents equally responsible for the type of content children post on social
media?
There was a question in survey questionnaire that Parents are equally responsible for the type
of content children post on social media. To which 40% respondent respondwas neutral and
32% said that they agree that parents are responsible for their children posting any kind of
content on social media.
Also 10% said they are strongly agree to the given question and 12% and 6% said they are
disagree and strongly disagree about the given question.
39
14. What type of content do you usually share on social media?
As per the survey the content shared by people on social media is related entertainment,family
related, accomplishment related and also related to emotions and feelings.
40
15. Rate on the scale of 10 how strongly you recommend social media to others.
According to the survey reports it is recommendatable to others to use social mediabut

again the age factor will be th e major concern.
41
16. It is advisable for the youth to be active on social media platforms? Rate below
When respondent were asked to rate that it is advisable for the youth to be active on social
media platforms58% of them were neutral that means they might advise every youth but they
can advise some of them and which totally depend upon the individual behavior.
24% said they agree to the above given statement and 4% said they strongly agree to the
statement
There were also respondent who were strongly disagree and disagree for given statement and
their percentage was 6% and 8%.
42
17. In the near future if one is not active on social media platforms will it be a
loss as they saydigital is the future?
The last questioned asked I the survey was that in future if one is not active on social media
platforms will it be a loss as they say digital is the future to which majority of respondent were
neutral about the statement.
Where 26% said they are agree and 22% said they are disagree to the given statement.
There were 16% respondent who were strongly agree (8%) and strongly disagree (8%) to the
given statement.
43
FINDINGS
 From the research it came to the observation that no matter what your age is social
media has become real addiction to every age group. It was observed that females
were in maximum number (54%) who participated in survey.
 68% of respondent were from the age group 25-30. Now this is age group which
we can say is most active on every social networking sites.
 Not even any degree can stop people getting addicted to social media it was
observed through survey.
 Also people who are employed spend more amount of time on social media no
matter how busy schedule is.
 According to the survey feedback it was observed that 62% this social media has both
positive and negative impact.
 As per the research people think social media has two sides i.e. negative and
positive, now it’s up to individual person how he/she making use of it.
 According to primary and secondary data children under 18 should not use any kind
of social networking sites.
 As parents are responsible for the children whose mobile phones and different social
networking sites. They should educate their child about the effects of social media
having on their life.
 It came to the observation that parents have started earning on social media by making
videos of their child, now this is the serious concern for parents as they are the one
who distracting them for their studies.
44
CONCLUSION
The project research has showed how social media evolved through years and how it impacted
every individual in the society be it a small kid, a teenager, an adult or old people it has
become an addiction to everyone. The respondent who respondent to the survey of the project
was mainly from the age group 20-50 years.
In this research female respondent were in large as compare to that of male respondent. Also
majority of age group who respondent to the survey were from the age group 20-25 which was
the actual targeted group from whom the maximum responses were expected.
Maximum individual had graduate degree followed by post graduate degree and very few were
undergraduate. Most of the individual were employed and were student who positively replied
to the survey.
According to the survey and the secondary data it can be concluded that social media have
both positive and negative impact. Many of them said that social media can be useful to every
individual in many ways but it fully depends upon the individual how they use it. According to
the primary research the mostly used social networking sites are YouTube, Instagram
snapchat, Facebook etc. And they spend 1-3 hours per day.
As per the research people use social media to keep themselves updated with current trends
and news, to connect with new people, for entertainment, there were also respondent who
thinks social media because they feel left out.
As stated with the survey report children under should not use social media it may have bad
impact on them which may cause disturbance in their studies and also which might harm them
in both the ways that is physically and mentally.
Nowadays many parents provide mobile phones to their children for safety which should not
be provided as per the survey report. As parents can be consider guilty for their children for
sharing any contenton social media.
According to the survey many individual share content related to entertainment, family,
accomplishment etc. The research report says that it can be or it cannot be advisable to the
individual to recommend social media and as everything is getting digital people thinks it can
be a loss or it cannot be which depends on every individual in a society, itis up to her/him
that they are making use of it.
45
RECOMMENDATIONS
 The youths need to be trained on better usage of the social media so as to

minimize timewastage on chatting and other irrelevant engagements that are not of
major importance on their lives
 Parents and security agencies should monitor activities of the young people on
social media in order to protect them from all illegal content
 In order to communicate effectively to the young people schools and government
agencies should adopt social media as one of their means of communication
 To avoid having a generation that does not have face to face communication skills,
all the stakeholders should consider organizing social events that the youth will use to
interact and mingle with each other physically
46
BIBILIOGRAPHY
1. http://erepository.uonbi.ac.ke/bitstream/handle/11295/59256/Njoroge_Impacts+of+social+
md ia+among+the+youth+on+behavior+change.pdf?sequence=3
2. https://www.researchgate.net/publication/333973984_Social_Media_and_Youth
3. https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7364393/#REF1
4. https://link.springer.com/article/10.1007/s10796-017-9810-y
5. https://www.researchgate.net/publication/323903323_A_Study_on_Positive_and_Negative
_ Effects_of_Social_Media_on_Society
47

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THREE MANDATORY PROJECT REPORTS ON

GENERAL MANAGEMENT, SPECIALIZATION & SOCIAL RELEVANCE

TITLE OF THE PROJECTS

Submitted in partial fulfillment for the award of the degree of

Mr. Vishnu Venu Nair

Under The Guidance

LALA LAJPATRAI INSTITUTE OF MANAGEMENT

GENERAL MANAGEMENT , SPECIALIZATION & SOCIAL RELEVANCE

TITLE OF THE PROJECTS

Submitted in partial fulfillment for the award of the degree of

Mr. Vishnu Venu Nair

Under The Guidance

LALA LAJPATRAI INSTITUTE OF MANAGEMENT

Roll No. 2021141 Signature of the student

VISHNU VENU NAIR

Chapter Description Page No.

III OBJECTIVES AND RESEARCH METHODOLOGIES 30

5. RAISING CONSUMER AWARENESS OF RECYCLING:

Perceived safety, favourable image, attractiveness, eco-friendliness of the packaging, availability of

An additional individual difference refers to sensitivity to disgusting stimuli, referred to as disgust

Marsh and Bugusu (2007)

Restuccia et al. (2016)

Leila Hamzaoui Essoussi, Jonathan D. Linton, (2010)

1. Waste-picking is a well-established urban-survival tactic in India’s megacities that act as magnets

Graphical Representations of data using a pie chart

1. Respondents include most of the Working-class Individuals in the region of,

2. Western Suburbs of Mumbai.

1) Please select the age group you belong to:

16% of the respondents belonged to 31 to 45 years of age and 4% to 46 - 60 years.

Working Professionals constitute of 26.9% of the total responses.

Self-employed and unemployed constitute of 11.5 and 7.7 percent accordingly.

6) Are you aware about Recycle Packaging?

8) Please select, what kind of product you received a recycled packaging:

The remaining 23 % differ.

McDonald’s constitute of 38.5% of the total demographic.

Starbucks and KFC - 30.8%

Street food 34.6 %

About 23% rated it 8 and 15.4 % rated it 10.

About 37% of them tried to solve the problem by themselves.

10.5 % tried contacting the delivery guy

And 10.5% of the respondents did not receive any help.

The highest rating is 4 by 29.4 %

About 41.2% of people have rated at a scale of 3

23.5% at the scale of 2

5.9% at the scale of 1.

About 30.8% would like to use it in cosmetics.

• This study is limited only to 100 respondents

• S.R. Ridge, C. Cull, (1993) "RECYCLING CONTAINERS OF LIQUIDS

• Terrance L. Pohlen, M. Theodore Farris, (1993) "Reverse Logistics in Plastics Recycling",

• Ramli Nik Abdul Rashid (2009) Research Paper of SIRIM

Roll No. 2021141 Signature of the student

VISHNU VENU NAIR

Chapter Description Page No.

III OBJECTIVES AND RESEARCH METHODOLOGIES 35

1. Proactive Community Management

2. Machine Making Decisions

1. Virtual Market Research

3. Understanding What Customers Want

1. Predictive Marketing Analytics

2. Smarter and faster decision making

7. Automated email content curation

9. Craft personalized customer experience

10. Finding trends